22% of consumers – and 27% of 35-54-year-olds – had trouble affording regular groceries in Q4 2012, as “shopper sentiment” fell to its lowest point in 6 quarters, per new data from SymphonyIRI. The squeeze felt by 35-54-year-olds contributed to above-average incidence of several money-saving strategies. For example, they were 15% more likely than the average consumer to buy brands other than preferred because of sales and 21% more likely to choose products due to loyalty card discounts. That approach extended to other areas outside of groceries, too.
As SymphonyIRI details, 35-54-year-olds were 13% more likely than the average consumer to self-treat when possible to avoid doctor visits, 19% more likely to share more products among household members, and 22% more likely to bring snacks and food to work and school to save money. Read the rest at MarketingCharts.