Savvy shoppers

A new breed of shopper

There has been considerable change in customer shopping patterns over the last year as people have felt the need to manage household budgets more carefully. Consumers have become increasingly ‘savvy’ and have responded to the rises in cost of living by making significant changes to the mix of products they buy. People are eating out less and cooking at home more. They are looking for the best deals they can find, but also want the best quality they can afford.

Customers are still buying ‘Taste the Difference’ and other premium products when they’re not prepared to make the smallest compromise on quality. But when, for example, the size and shape of produce is less important, they’re happy to make a saving by buying from our ‘basics’ or ‘regular’ ranges.

Sainsbury’s ‘Good, Better, Best’ product range hierarchy has provided customers with the flexibility to change what they buy without changing where they shop, confirming our universal appeal.

May 2009