2014 SN Category Guide: The new normal

2014 SN Category Guide: The new normal

A newfound optimism has blended with lessons learned from the recession to inform  a value-based shopping strategy and the occasional, conservative splurge      

Things are looking up for consumers, as financial health concerns continue to abate.

IRI’s MarketPulse survey findings released last week indicate that fewer Americans are cutting back on nonessential items (51% in Q2 2014 vs. 60% in Q2 2011) and trying new brands priced below their regular brands (39% vs. 46% in Q2 2011), compared with three years ago.

Indeed, Americans are wielding shopping carts with newfound confidence, but pragmatism remains the name of the game,

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