By Catherine Douglas Moran
Source: Grocery Dive
Among the shoppers who said they are pivoting to lower-priced retailers, over half said they plan to buy the same brands, while the rest said they are also swapping to cheaper brands.
Meanwhile, 35% of consumers — down 14 percentage points from the fall — said they will turn to cheaper brands at their current grocer. Nearly a quarter of respondents said they don’t plan to switch brands or stores, but will instead buy fewer items.
Alvarez & Marsal noted that these findings are indicative of “a meaningful disruption in how consumers are approaching grocery shopping,” stating that customers are “actively seeking value” in the food aisles by trading down on retailers. This shopping behavior shift is coming at a time when lower-priced grocers have significantly improved their value perceptions among consumers, per the report.