NEW YORK — Ninety-five percent of female shoppers are “very” or “somewhat” concerned about the cost of food today, and as a result of increases in retail food prices, 71% say they are stocking up on bargains, 66% are eating out less often and 63% say they are comparing food prices at the same store more carefully, according to a study from Better Homes and Gardens magazine.
“The Food Factor: How America Cooks, Eats and Shops” study also revealed that 83% of women are trying to save money by preparing meals at home regularly, and 77% say the cost of food is affecting the meals they choose to cook.
“If there is one universal concern we found in the study, it is related to rising food costs,” said Gayle Butler, editor in chief of Better Homes and Gardens. “With the American women's average grocery bill nearly 50% higher than two years ago, the downturn in the economy has had a direct and immediate impact on how she puts dinner on the table.”
Respondents seemed to be experimenting with multiple different ways to economize, and 64% said they had become more concerned about wasting food than they were two years ago. Perhaps as a result, 21% of respondents said they had been cooking in batches and then freezing portions for later, while 54% said that they had been freezing more foods ingeneral.
Promotions, demos and perceived value are becoming more important factors in driving product trial. Thirty-three percent of women reported buying a new food because they had a coupon, 28% said a store sample inspired a new purchase and 23% said they bought a new product because they viewed it as budget friendly.
Similarly, 56% said they were buying more private-label products, and when asked for a reason, 94% of those respondents said they were choosing store brands for their cost or value.
Although 60% percent of survey respondents said they were still shopping each week at their regular supermarket, 20% said they were using superstores or supercenters for regular trips each week, and 10% said they were frequenting discount supermarkets.
In choosing where to shop, 79% of women said product choice/selection and physical store attributes were important in their decision, and 68% said store services and programs were important.
