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NEW YORK — Consumers are cutting back. In its July Consumer Digest, 84.51° reveals that shopper concern over inflation has risen to 66% – the highest level since March 2024. Survey results from the retail data science, insights and media company noted that 64% of shoppers are looking for sales, deals and coupons and 54% have switched to lower-cost brands more often. Shoppers also indicated that their level of enjoyment for grocery shopping and cooking has dropped from 25% to 19% and 44% to 39% respectively.
July survey findings also revealed shopper sentiment towards AI, back-to-school and National Ice Cream Month. Among the findings:
• There is a growth opportunity for AI in grocery with only 17% of shoppers currently using AI tools. These early adopters use AI before (93%), during (82%) and after (57%) shopping and are focused on finding deals and building their shopping list.
• National Ice Cream Month celebrates its 40th anniversary this month, but ice cream sales are flat compared to a year ago, up just 1%. Budget, value and the need to consume something healthier are consistent sentiments across the U.S.
• 53% of shoppers say they are eating the same amount of ice cream, while 30% of Millennials are consuming less and 19% of Gen X are consuming more compared to 2023.
• 24% of shoppers are buying more ice cream at grocery stores vs. 59% purchasing less from ice cream shops this year. They’re also shifting purchasing habits between private label and national brands. 18% of shoppers are buying more private label brand ice cream while 33% are purchasing less of national brands.
Other trends:
• Gelato (29%), frozen yogurt (28%) and sherbert (26%) top the list of the most popular non-traditional types of ice cream.
• Classics like vanilla, chocolate and Neapolitan top the favorite pail flavors.
• Ice cream was purchased in 57% of trips where syrup, toppings and cones were purchased.
• Premium is the most popular type of ice cream across all generations.
• Back to School shopping has not hit its stride. 76% of shoppers have not started yet, but 55% will participate. When they do, most will plan to shop in-store, specifically at mass retailers (89%) or grocery stores (89%) and will purchase supplies that are on sale (65%). Good prices, sales and finding value are what’s on the back-to-school shopper’s list.
