One shopper that has been important to watch throughout the recession and the initial phases of recovery is "mom." Analysis of her trading up and trading down/out priorities suggests that she is making some savvy trade-offs in order to treat herself and her family and still maintain a household budget. For most of the categories where mom is more likely than average to say she is trading down or trading out, there is a corresponding category in which she is more likely to be trading up.
Categories in Which Moms are More Likely Than Average to be Trading Up or Trading Down/Out
Source: Kantar Retail ShopperScape®, April 2012
With Kantar Retail's Shopper Insights, you get an in-depth view of shopping behavior, and can use this information to build a holistic view for your key customers and your business. For more details, on our Shopper Insights programs, contact us at firstname.lastname@example.org or alternately, view our product brochure.