Austerity-minded British shoppers choose ‘frugal food’

philly-press-2In JWT’s Balancing Health, Wellness and Budgets survey in the U.K.—conducted in April among 417 adults—we found that grocery shoppers are cutting out treats (e.g., sweets, biscuits and booze) and costly premium items (fresh fish and organic produce). Britons seem to thrive on a bit of austerity, and there’s nostalgia for the days of “make do and mend.” Demand for allotments is soaring, and Delia Smith’s 1970s classic cookbook Frugal Food has been re-released for a new audience.

Health credentials are still important—we found that shoppers are prioritizing wholesome staples such as pasta, dairy and fresh vegetables—but dwindling sales of organics and fish show that health creds alone are no longer sufficient to keep consumers spending, particularly on premium items. If your product or brand can offer versatility, now is a good time to dig it out and polish it up. Shoppers want to know that their purchase will work hard for them and make their money go further.

Consider the recent print campaign from JWT client Kraft Light Philadelphia, which showcases a variety of appetizing recipes one can create with a simple dollop of cream cheese, from coriander chicken to frittatas, broccoli soup and light cheesecake.

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