Shoppers changing their habits, says IGD

Tuesday, 14 October 2008

Shoppers are dramatically changing their shopping habits as they try to spend less money on groceries during the current financial turmoil, according to new research.

The Institute of Grocery Distribution (IGD) in its Adapting to Change report has said that 60% have begun to economise in the past six months, with 20% adding that the quality of the products they have bought has got better.

Additionally, the IGD revealed that almost 20% of consumers are now making their own packed lunches, while 10% have admitted to growing their own fruit and veg in the garden.

The statistics come after research body Mintel last month said shoppers are switching to cheaper brands as the credit crunch hits them in the pocket.

Chief executive at the organisation Joanne Denney-Finch said that there is a massive shift taking place.

"We are seeing the biggest changes in shopping habits for at least a decade," she commented.

Denny-Finch added that "economising" is not that same as "downtrading" and that consumers are being astute in their purchases.

She said: "In recent years shoppers' engagement with food has been transformed and they are still investing in brands or ranges which reinforce their values at the right price."

The IGD also found that 27% of shoppers are looking around different stores more, 22% are buying more foods for health reasons and 17% of respondents have bought more local food in the last half-year.

More own-label products are being bought by 19% of those surveyed.

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