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30s demographic drives supermarket war

grocery, food., trolley, shoppingThe latest research by Canstar Blue has revealed that adults in their 30s represent the key battleground in Australia’s unfolding supermarket price war.

According to the survey of 3,000 people, consumers in this age group are the most likely to pay attention to special offers and promotions (75 per cent), while also being the most inclined to pack up and take their money to another supermarket chain if they’re not convinced they’re getting a good deal.

Out of the consumers who have switched supermarkets, half said it was because they wanted to save money at the checkout, while 15 per cent were looking for better quality products, and 12 per cent simply moved house or found another store that was more convenient for them.

The findings suggest that adults in the 30s age group are the most savvy about their grocery shopping, as they are the most likely to pick where they shop based on the prices of basic products such as milk and bread, and are also most likely to buy private label products over big name brands.

With an average weekly grocery spend of $134, they spend just below the overall average of $138 and less than shoppers in their 40s ($167) or 50s ($148)

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