Of the 3,013 consumers, nationally representative of U.S. grocery shoppers, who were asked to choose from a list of ways they use money saved on gas:
The gas-to-groceries switch is even higher in certain key sectors. Among those survey respondents who said they've suffered a direct financial loss during the recession, 55% said they're spending gas savings on groceries, and for those whose annual income is under $35,000 the number is 59%.
Conversely, 34% of retirees said they're spending gas savings on groceries. The number fell to 29% for those whose annual income exceeds $100,000.
Brian Ross, general manager of Precima, says "... this is a silver lining for grocers... this trend builds on... earlier research that showed that consumers are now eating more at home."
In another significant finding from the survey, nearly two-thirds of respondents said the recession is changing the way they plan their grocery trips:
Of the 65% of respondents who said their stocking habits have changed:
For more information, please visit Precima here.
Are 76% of shoppers really willing to switch for a better price on fresh produce?
Paying less for produce that is lower quality and then having to throw a portion of it away is self defeating.
I think what they ultimately want is better value. Where convenience, selection and price are similar some other attribute that adds value will tip the scales on where people shop.
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