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.
The researchers note that this demographic’s financial problems means that “the ball is now in the court of [CPG] marketers, who can help them navigate these tricky waters with the right product assortments, promotions and pricing.”
Overall, SymphonyIRI’s Shopper Sentiment Index (with a benchmark score of 100 based on Q1 2011) fell to 94 in Q4 2012 from 99 the previous quarter, with that drop driven primarily by the 35-54 age group.
