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How Recession Affects Grocery Shopping
AUGUST 12, 2009 --
A new online study from Digital Research Inc. (DRI) outlines important shifts on grocery shoppers’ behavior as they are confronted with the realities of the recession.
Conducted between May 28 and June 4 and based on responses from 1,106 grocery shoppers, the study shows that about 40 percent of shoppers report trading down to store brands, while only 29 percent say they prefer name brands even if they cost more than store brands.
Meanwhile, 58 percent said they stock up on sale items, and 57 percent cut spending on non-essentials and use more coupons and promotions. About 47 percent said they bought fewer items on impulse, 44 percent purchased fewer convenience foods, and 42 percent made fewer trips to the grocery store.
Forty-seven percent said they are spending less now than a year ago, while only 13 percent reported spending more. Getting the lowest prices was listed as extremely important by 77 percent of respondents.
The strategies used to save money included, in order of importance, clipping coupons, buying only items on sale, shopping at a store with better weekly specials, switching to store brands, comparing store flyers, switching to lower-cost brands, browsing Internet coupons, bagging one’s own groceries, and driving to multiple stores to get the best price.
Categories must susceptible to efforts to cut back were cookies, crackers, ready-to-eat cereal, salty snacks, juice beverages, salad dressing, and paper towels. Less susceptible to changes were milk, pet products, coffee, bread, carbonated soft drinks, and yogurt.
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