Young shoppers are more optimistic
From our latest CSI shopper research we found that young shoppers (30’s and under) are more optimistic when thinking about finances; not only about their own financial situation but also when thinking about the price of groceries in supermarkets. Whereas older shoppers express more negative views regarding shopping.
It is a rising concern about young people being unable to get jobs; ONS (August 2013) revealed that 15.1% of all 16-24 year olds in the UK are NEET (not in employment or not in education). Despite this concern, our latest CSI survey reveals that actually the younger the shopper, the more likely they are to expect their annual income to rise in the next year.
A sense of youthful optimism was also seen regarding prices of groceries; the older the shopper, the more likely they are to expect the price of groceries to rise in the next year.
For items aimed at mature shoppers… Reassurance on price perception is needed… Emphasis should be on getting good value for money.
Older shoppers are also more likely to say nothing would make them change where they shop in the next 12 months… Suggesting that young shoppers are more open to experimenting with new grocery stores.
This sense of youthful optimism is a positive opportunity for retailers… target the young shoppers by keeping them excited and enthusiastic.