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Survey of 2,000 nationally representative working-age US consumers conducted on Attest in April 2023—comparisons made against data from October 2022.
Six months after our last survey, the data paints a brighter picture. The percentage of Americans who say they aren’t feeling the effects of inflation has increased by +2.7 percentage points to 20.0%. But we’re not out of the woods, with 80.0% of people still feeling the pinch to a moderate or high degree.
The upside: messaging around the cost of living will resonate with most consumers.
Concern about paying gas and electricity bills has dipped -9.9 percentage points to 31.1%, and worry about affording food has decreased by -3.8 percentage points to 38.2%. Meanwhile, the percentage of people who aren’t worried about paying for anything has grown by +10.5 percentage points to 29.3%.
The upside: With people feeling more confident, consumer spending may get a boost.
In line with the decreased concern about affording food, we see that the cost of the weekly grocery shop is coming down. Americans estimate they spend an average of $109.00 on groceries right now. That’s a decrease of $2.19 compared to 6 months ago.
The upside: as food becomes more affordable, consumers will be more likely to purchase items not on their shopping list.
It’s not only easing inflation contributing to reduced grocery spending – consumers are also trying harder to stick to a budget at the supermarket. 51.0% of consumers say they control their grocery spend, which is a +4.3 percentage point increase.
The upside: brands can support consumers with cost-effective recipe ideas and money-saving hacks.
One of things we loved is the hands-on support Attest gives. The fact that we as marketers can feel confident in being able to run really interesting insights surveys is why we continue to work with Attest. Lauren Sims, Head of Consumer Marketing, Trustpilot
One of things we loved is the hands-on support Attest gives. The fact that we as marketers can feel confident in being able to run really interesting insights surveys is why we continue to work with Attest.
A popular way for inflation-pressed consumers to cut back has been eating fewer takeouts, and this trend continues. 59.4% of consumers say they are getting takeout food less often: an increase of +3.0 percentage points.
The upside: supermarkets can steal custom from fast food restaurants with deals on prepared food.
The amount consumers are willing to pay for environmentally-friendly products has fallen. Those prepared to pay “a lot more” falls -4.7 percentage points to 7.0%, while those who will pay “a moderate amount more” declines -5.2 percentage points to 14.5%. Older consumers are the least likely to pay extra.
The upside: environmentally friendly products remain in demand, with almost half of shoppers (43.0%) willing to pay a small premium.
With gas prices down from last summer’s peak, Americans are more likely to be driving. We see a -4.6 percentage point decrease in people trying to save money by not using the car (to 34.7%). We also see a -4.6 percentage point reduction in people trying to use less energy at home (to 41.8%).
The upside: out-of-town retail parks and superstores should benefit from increased car usage.
While 49.7% of consumers say they are switching brands to save money, this figure has fallen by -3.2 percentage points, indicating that the trend for downtrading is leveling out. Younger consumers, in particular, appear to have stopped shopping around so much.
The upside: loyal customers are likely to be bigger brand advocates.
The insights have been invaluable. I’ve used Attest to understand which messages resonate most with consumers, and also what attitudes are towards new healthcare trends. Rebecca Porter, Consumer Research Manager, Walgreens Boots Alliance
The insights have been invaluable. I’ve used Attest to understand which messages resonate most with consumers, and also what attitudes are towards new healthcare trends.
While life appears to be getting a little more affordable, it could be coming at a cost to consumers’ savings. The percentage of people with no monthly savings has risen by +3.4 percentage points to 18.1%. At the same time, those who are saving are saving less: only 32.8% of Americans save more than $100 each month, a reduction of -4.8 percentage points.
The upside: it’s a good time for financial services that support small savers.
Despite having smaller savings pots, Americans feel more financially secure than they were six months ago (up from 4.9/10 to 5.5). Optimism for the future is also up (from 5.3/10 to 5.7), while happiness remains consistent at 6/10.
The upside: people can see a brighter future on the horizon and brands can build on this with optimistic messaging to buoy the public mood.
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