- 47% of shoppers have switched to a less expensive merchant for at least one grocery product
- 29% are trading down for dairy or fruits and vegetables
- 27% for fresh meat and 25% for prepared food
Switching brands while on the hunt for a good deal is familiar ground with consumers today among continued inflation even while prices start to settle down. That said, according to the latest survey from news and analysis company PYMNTS, shoppers are still not as willing to compromise on fresh foods.
The April survey of more than 2,000 U.S. consumers revealed that 47% of shoppers have switched to a less expensive merchant for at least one grocery product. More specifically, 35% have swapped for housekeeping supplies, 33% for personal care products, and 32% for savings on snacks.
However, even with grocery shoppers looking to manage their spending, fewer consumers trust discount merchants when it comes to the perimeter of the grocery store: Only 29% are trading down for dairy or fruits and vegetables, 27% for fresh meat, and 25% for prepared food.
While the PYMNTS research shows that consumers are looking for less expensive options, they tend to be less picky when it comes to the center aisle, sometimes leading them to e-commerce options (like Amazon) for their non-perishable needs.
The good news for grocery is that overall trips increased substantially (as consumers looked for promotions across stores), averaging 64 trips per year, up 2.6% versus a year ago.