International food and grocery expert IGD has released the results of its latest report on how European consumers are responding to the current economic crisis, with many shoppers changing their purchasing habits to adapt to a tighter budget.
The study, which took place in March this year and covered consumers in France, Germany, Spain and the UK, showed that 27 per cent of shoppers have made changes to their food and grocery shopping because of the recession, with 70 per cent saying the changes will remain even when the economy recovers.
'Shoppers are shopping around more, wasting less, seeking out promotions, planning meals better and taking their time to find the best deals,' said IGD chief executive Joanne Denney-Finch. 'In such a vibrant marketplace, in which new shopper loyalties are merging, retailers and food manufacturers are responding very rapidly to the challenges presented by the recession. They are each vying to excel at delivering value – and the most effective are reaping the rewards.'
Research also suggested that 31 per cent of consumers in Europe are buying more own-label products, with over a quarter (28 per cent) of shoppers now visitng discount supermarkets such as Aldi, Dia, Lidl and Penny more often.
Brands also appear to have a number of shopper trends in their favour, with 49 per cent of French customers saying that they could rely on a brand's taste and quality. Elsewhere, 27 per cent of UK shoppers said that they favoured brands as they had 'grown up with them'.
'Overall, nearly one-third (29 per cent) of people in Europe have yet to make major changes to their grocery shopping during the recession but expect to if conditions worsen,' Ms Denney-Finch added. 'So there could be further transformation ahead with a great deal still to play for.'
