Grocery Retail Survey Finds Shoppers Prioritising Quality Over Price This Xmas

According to a recent survey of over 1,000 consumers on behalf of coupon firm Valassis, UK shoppers are more interested in the quality of grocery products rather than thrifty prices this Christmas.

In total, nearly half (48%) of the surveyants rated quality products over price, compared to only one fifth of shoppers (20%) who felt that cost is most important when choosing what to buy. The rest of the study sample were neutral and said they have "no concerns" about their seasonal grocery spending this year.

Supporting the fact that people are more interested in quality, the survey also found that while 2% of respondents use M&S and 4% use Waitrose for their regular food shop, the figure rises to 18% for M&S and 15% for Waitrose over Christmas.

Managing Director at Valassis, Charles D'Oyly, managing director at Valassis, commented on the findings: "It seems shoppers have changed their attitude towards the festive food shop with the quality of goods rather than price now topping wish lists. The fact that consumer confidence is on the up should also bring some festive cheer to retailers."

He added: "The trend towards promotion seeking shows no sign of diminishing. When it comes to the seasonal shop promotions are often the deciding factor in which supermarket wins the battle of the big shop."

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