The recession changes habits

him!’s latest Recession Track study reveals some optimistic signals which suggest consumers are starting to feel that the worst is over. Compared to 6 months ago.

Fewer consumers say that they are planning to buy more retailers’ value own label products in the next 12 months.

 The % of consumers who will be shopping around for the best promotions MORE in the next 12 months, has decreased.

Fewer consumers are planning to set a weekly budget.

Only 37% of consumers say they are intending to collect more money-off vouchers in the next 12 months, compared to 44% in March 2009.

 There has been a four fold increase in the % of consumers who plan to buy more gifts for friends and family in the next 12 months.

There is a small increase in the number of consumers who plan to buy more organic foods in the year ahead.

However, there has also been a slight increase in the number of consumers planning to sign up to retailers’ loyalty card schemes (Tesco Clubcard relaunch may have influenced this).

And we are seeing that some consumer habits borne out of the recession are holding firm:  

Consumers still intend to cook from scratch. Consumers are still planning to take packed-lunches into work.

There is a slight increase in the % of consumers who plan to entertain at home. …and they still plan to drink alcohol at home (rather than in pubs).The recession changes habits – some of these habits will stay with consumers for a while.  Others – like collecting money-off vouchers – may become core to some over time and this also comes through in the research.

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