Shoppers aged 45 to 54 are the least loyal to grocery brands, as financial pressures increasingly influence purchasing decisions, according to IGD.
IGD’s latest research highlights how the rising cost of living is affecting different age groups, with mid-life consumers facing particularly tight household budgets. Just 35% of 45 to 54-year-olds consider themselves financially comfortable, while housing costs and household bills account for 49% of their monthly expenditure.
The findings also reveal differences in loyalty across multiple generations.
Retailer loyalty is lowest among 55 to 64-year-olds, at 55%, while brand loyalty reaches its lowest level among 45 to 54-year-olds, at 51%.
For retailers and suppliers, the research suggests that demonstrating value is becoming increasingly important for retaining existing customers, rather than simply attracting new ones.
However, value does not necessarily mean choosing the cheapest option. Consumers aged 45 to 64 are particularly conscious of spending but continue to weigh price against quality. Product longevity, reduced waste, freshness and consistent availability are all becoming important considerations.
IGD head of shopper insight Caroline Young said many mid-life consumers are part of the ‘sandwich generation’, managing financial responsibilities towards both children and ageing parents.
For the grocery industry, this underlines the importance of offering clear value and giving shoppers confidence that their purchases justify the price.
