Nearly one in four moms (23%) feel their financial situation today is better than a year ago, according to SymphonyIRI Group. That said, 28% admit they are struggling to afford basic groceries.
Moms are more likely than members of the general population to say their families are sharing more products, such as shampoo and toothpaste, than they used to. They’re also more likely than adults overall to have increased their usage of at-home beauty products. Many moms are self-treating their aliments more frequently and limiting their use of over-the-counter medicines in order to save money.
Half of moms say they shop multiple stores in order to save money, versus 43% of the general population. Moms are also more likely than adults in general to have adjusted their shopping schedules to make their largest purchases at the beginning of the month when more money is available (40% vs. 33%).
One in four moms say their brand decisions when shopping for groceries are heavily influenced by in-store circulars and in-store kiosks. They are more likely than adults in general to say their brand decisions are influenced by shopper loyalty card discounts and item prices. Moms are less likely than members of the general population to purchase grocery products based on previous usage and trust in the brand.
Source: SymphonyIRI Group, John McIndoe, SVP Marketing, 150 N. Clinton St., Chicago, IL 60661; 312-726-1221; john.mcindoe@symphonyiri.com; www.symphonyiri.com.
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