A follow-up study announced by Shoppercentric, an independent agency specialising in shopper behaviour research, shows that due to the recession, the number of consumers that have had to make significant adjustments to their weekly grocery shopping continues to rise and now represents nearly a third of the UK population (30%) - an increase of 25% on January 2009. 

This study follows up from Shoppercentric’s “Shopping in the Recession” January 2009 report, and its purpose is to provide an indication of how shopper behaviour is changing - right now and in the future.

The study’s findings also showed that 20% of respondents have experienced a reduction in income due to a job loss compared with last January’s figure of 11%.  Danielle Pinnington, Managing Director at Shoppercentric comments: “The increase in the number of consumers affected by the recession links closely to the growth in the proportion of people experiencing job losses and pay cuts / freezes, it’s a difficult time for a lot of people.” 

She continues: “The key message here is that whilst economic data shows the recession is coming to an end (or has indeed ended), the impact will continue to be felt by the public for some time to come.  Retailers and manufacturers need to be responding accordingly and bear this in mind with regards to promotions and pricing strategy.  By making a connection with customers and understanding their needs and budgets (and responding appropriately), businesses will earn trust and loyalty, factors that are invaluable for long term growth and success.”