Consumers are struggling to afford what they eat, a new report from consumer research firm Attest reports. The report found that well over half (59.5%) of consumers say they are struggling to afford the food they want to eat at least some of the time. Ten percent reported ‘significant’ struggles to afford food.
“The scale of the struggle faced by so many Americans is especially stark,” said Jeremy King, CEO, and founder of Attest. “Six in 10 admit that one of the most basic human needs, the ability to put food on the table, is a real challenge right now. The consequences of food insecurity cannot be understated, with people’s long-term health suffering significantly as a result.”
King offers ways to help consumers with food insecurity, including shopping in different stores, checking for specials and coupons but especially store brands.
“For example; many grocery stores are actively promoting private label products (often because it’s more profitable for the grocery store), and consumers can jump on that trend with a lot of value to gain, with little/no deterioration in quality (just a bit more time and travel, to discover new offerings and capture the value on offer),” he said.
Attest’s report, “Facing Up to Food Insecurity,” also found 34% of Americans say they never shop at independent food stores or farmers’ markets. Consumers believe independent retailers and farmers’ markets often have higher prices. The report discovered 67% of respondents go to two to three different stores to buy groceries, with 27% reporting that they are loyal to one store.
Another key finding of the report was regardless of age or income, 85.5% of Americans are willing to cook, with only 14.5% saying they do not like to cook.
“Given issues around food security, it is especially positive that 8 in 10 Americans are keen to cook their own meals,” said King, adding that pre-prepared food and ready-made meals are typically more expensive than the sum of the raw materials. It is better, in that case, to buy whole foods at the grocery store.
To find inspiration for their meals, consumers most commonly turn to recipe sites or apps (36%) and social media (29%). Only 11% use cookbooks. And while many respondents’ own microwaves (85%) for quick meals, a surprising 26% do not own full-sized ovens and 27% do not have freezers. Notably, air fryers are becoming a popular appliance, and 58% own one.
The report’s findings came from 2,000 working-age adults selected for a July 12-19 survey panel by Attest.