FDBusiness.com

A report published by Sainsbury’s shows how the behaviours and expectations of British shoppers are undergoing deep and sustained change, as ‘new fashioned values’ emerge to balance the aspirations and demands of an increasingly sophisticated and educated consumer forced into managing squeezed budgets.

As pressures on household budgets continue, shoppers are more carefully considering the decisions they make, increasing their expectations of the goods and services they are buying. Across all price ranges, shoppers are looking for not only great value, but also quality and sustainability, highlights the report, which is entitled ‘New Fashioned Values’.

The result is the emergence of new fashioned values where the principles and behaviours of previous generations are being re-proposed for today’s world.

The research is published one year on from the launch of Sainsbury’s 20×20 plan, a set of time bound commitments that places British produce, sustainable sourcing and health and wellbeing at the heart of its future plans.

Justin King, Sainsbury’s chief executive, comments: “Our customers are recalibrating their spending but they’re not prepared to compromise their values. The credit crunch has not led to a values crunch. We’re seeing people from all backgrounds re-discovering some of the shopping habits of the past to ensure they can meet the values driven aspirations of today.”

He adds: “Although people have less, they actually care more. The downturn has led to a strengthening of values, irrespective of people’s income.  We believe this is not a passing phase but a fundamental change that is here to stay.”

The New Fashioned Values report, which draws on Mintel research and the sales data of * Sainsbury’s 22 million customers, says 83% of people have changed their shopping habits in the last year.

* Nine out of ten people (90%) now write a shopping list before they leave the home

* Nearly four out of ten people (37%) plan meals for the full week

* More than one in four of us (28%) are now taking a packed lunch into work

At the same time, Sainsbury’s has sold 8.5% more sustainably sourced food in the last 12 months. And more than £1 in every £10 spent on sustainably-labelled products come from those families on the lowest incomes.

People are also re-calibrating their spending to ensure they can still celebrate special times and enjoy moments of indulgence. While 64% of customers look out for more special deals and 22% buy more dried, tinned and frozen foods, nearly a quarter of consumers (22%) are indulging themselves at home, instead of eating out. This is supported by Sainsbury’s data which show that sales of fine wine increased by 20% year on year and their Taste the Difference Bistro meals increased by 52% in the same period.