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A recent survey conducted by R.R. Donnelley & Sons Company (RRD) found that consumers across key demographic groups have reached a breaking point and are shifting their shopping habits.
“Consumers are becoming more judicious with their purchasing decisions, in large part due to the continued impact of external factors including inflation,” says Beth Johnson, grocery industry expert and director of client strategy at RRD. “These factors are testing the loyalty of shoppers, making it more important than ever for marketers to rethink how they engage with buyers. Brands will need to meet shoppers where they are by emphasizing value and savings to hold their attention.”
Key takeaways:
- 88% of consumers express frustration with rising prices across categories, including groceries, gas and restaurants. This sentiment was most associated with grocery shopping overall (86%), driven by the rising costs of food and beverages (80%).
- Coupon redemption in mass and variety/discount stores increased by 9% and 37%, respectively, compared to the first half of 2023, indicating the importance of brands offering value-oriented options to consumers.
