As the Nation emerges from COVID restrictions consumers are unable to revert to previous purchase patterns. The emergence of inflation has changed the allocation of family budgets and is creating a new concern for value and restraint of indulgence.

First Insight a market evaluation enterprise recently published The State of Consumer Spending: Inflation Impacting Consumer Confidence.  Close to 75 percent of shoppers surveyed were less inclined to spend money without carefully evaluating their intended expenditure.  Almost half now actively seek sales or deals.  Forty percent are conforming to budgets and a quarter of respondents are shopping in bulk stores or warehouse clubs.  The report showed that 80 percent of consumers are seeking less-expensive products to stretch budgets.

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Those surveyed consider groceries their most important priority with a 53 percent weighting. Nearly half of respondents were concerned over the cost of vehicle fuel followed by housing at 30 percent and healthcare at 20 percent.  Consumers are reducing expenditure on home décor, gym memberships, both popular during COVID restrictions although there is pent-up demand for travel among the affluent. 

Approximately half of consumers surveyed indicated that they would reduce expenditure on dining out and a third will restrict entertainment and travel.  National brands will be displaced by lower priced alternatives.  Industry observers make reference to trends seen during the Great Recession with a downward move in protein from beef to pork and then to chicken with eggs emerging as an inexpensive source of balanced protein served at home over more mealtimes.

Deep discount grocery chains and club stores will benefit from emerging frugality among consumers. Increased sales of lower priced house brands will be at the expense of nationally advertised products. Traditional supermarkets will have to reduce SKUs and offer more private label and generic products to retain price-conscious consumers. Even if the economy does not spiral into a recession, consumers in a post-COVID environment will develop a level of thrift, reevaluating their respective needs and wants and will exercise greater concern for their future financial well-being.