Cost-of-living crisis already hitting grocery spending habits, research shows

More than two thirds of consumers are using at least one tactic to cut back on grocery spending, with trading down on product choice the next most used strategy to deal with the cost-of-living crisis, according to research from TWC.

With 42% of consumers buying fewer treats in a bid to reduce their spending, the company’s findings from June 2022 also show that 53% of consumers agreed that they were having to reduce their spending to pay their bills; with younger consumers and those with children in the household most likely to be feeling the pinch. There continues to be a divided population, with 24% of consumers disagreeing with this statement, particularly consumers aged 55 and over.

However, like previous recessions, convenience stores are holding up well, with more than half of consumers saying their usage of the channel has stayed the same. Whilst 15% said they are using c-stores less than 6 months ago this was balanced out by a similar proportion who claim to be using them more.

Read more: Rapid delivery a huge opportunity for wholesalers, TWC research shows

Sarah Coleman, communications director at TWC, said: “It is really reassuring to see that convenience stores are continuing to prosper despite the current pressure on prices and household budgets. Beneath the surface we are seeing an interesting trend with consumers in London more likely to be increasing their use of convenience stores– reinforcing the role smaller stores play in cities as well as rural communities.”

“We are also seeing younger consumers and those with children are more likely to be increasing their use of c-stores. Given that we know that these consumers are more likely to be under financial pressure, convenience stores need to ensure that they offer value to retain these customers. One potential route is through price marked packs – which are particularly liked by these consumer groups – but must deliver a fair return to all parties along the supply chain to be viable.”

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Paul Hill
Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via paul.hill@newtrade.co.uk and 07960935659.

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