Families with children under school age are the most worried about losing their jobs, according to the latest ShopperTrack research from IGD, published today.
Nearly six in 10 (56% of) shoppers with children under the age of five are concerned about their own or their partner’s job security, while only 29% of those with no children have the same worries. Overall, 36% of shoppers are worried.
This anxiety cuts across all socio-economic backgrounds:
- 52% of ABC1 shoppers with children are concerned about their/partner’s job
- With a similar level (51%) of C2DE shoppers with children
While those without children are less likely to be worried, whatever their background:
- ABC1 with no children (33%)
- C2DE with no children (25%)
The research also revealed regional variations in overall economic confidence.
Shoppers in the south of England are most likely to expect to be worse off in the next 12 months and Scottish shoppers are the most concerned about their job prospects.
Joanne Denney-Finch, chief executive, IGD, said: “Shoppers are constantly hearing negative messages about the state of the economy, so it’s no surprise they are feeling uneasy. This is particularly the case in Scotland, where 45% of shoppers say they are worried about their job prospects – more than anywhere else in the UK.
“Shoppers in the south are most likely to expect to be worse off in the next 12 months – more than those in Scotland or north of England. There is a relatively high number of retired shoppers with private pensions in the south, compared to other parts of the UK. They could be concerned about whether they will have sufficient private funding to support them during retirement.
“Despite the apprehension about jobs, shoppers don’t want to compromise on the quality of their groceries: 80% are willing to pay a bit extra for premium products, such as local or ethical – a slight increase from 77% in March.
“Shoppers have been telling us they want to cook more from scratch and stick to a set budget to help them manage inflation in their grocery bills. Food manufacturers and retailers are helping them do this by introducing a number of creative ideas, such as free recipe cards, meal deals and planning kits.”