Shoppers Will Continue to be Careful After Recession – IGD

By 2012, 37% of shoppers expect to be buying more local and regional food, while 34% will be looking for more food that meets high animal welfare standards and 31% expect to buy more Fairtrade products.

22 Oct 2009 --- More than half (54%) of shoppers say they will be more careful about spending money in the future than they are currently, regardless of economic recovery, according to new consumer research published by grocery analysts IGD. Only 5% predict that they will be more frivolous, while 39% do not think they will change.

When asked how they anticipated grocery shopping in 2012, looking beyond the recession, many shoppers said they would make a number of changes (full figures are at the end of the release):

• 29% shopping at discounters more (and 5% say less)
• 26% shopping more at farmers’ markets
• 23% more at specialist stores
• 22% shopping more online
• 16% shopping more at neighbourhood stores
• 15% say they will shop less on the high street
• And 17% think they will visit premium stores less

Joanne Denney-Finch, chief executive, IGD, said: “Shoppers expect to be more careful in making their choices than today. That doesn’t mean trading down – at least according to shoppers. Almost half expect to enjoy a better quality of food by 2012, with only 7% expecting it to be worse. So shoppers intend to keep changing their habits, seeking more from less, and they expect the food and grocery industry to keep delivering better value.

“Shopper predictions don’t always come to pass and companies can always redirect trends by responding in new ways to consumer needs, but shoppers are saying that the tide of change is only just underway. It’s a challenge for the food industry but also a big opportunity. The more value companies can add, the stronger shopper loyalty will be.”

By 2012, 37% of shoppers expect to be buying more local and regional food, while 34% will be looking for more food that meets high animal welfare standards and 31% expect to buy more Fairtrade products. Shoppers are showing greater support for all three of these areas than at the same time last year.

Other findings from the research (full figures at the end of the release):
• 77% expect food prices to be “a bit” or “much” more expensive in 2012
• 37% expect to be buying more local and regional foods by 2012
• 34% expect to be buying more foods with high animal welfare standards
• 31% expect to be buying more Fairtrade products
• 15% expect to be buying more organic foods by 2012 (and 11% say they will buy less)
• 36% think they will eat more fruit and vegetables in the future
• 21% think they will eat less meat
• 26% say they will eat more fish