Generation X Remain Positive on Economy

According to SymphonyIRI’s Q3 2012 MarketPulse study, Generation X generally has a positive outlook on the economy, but are more frugal than baby boomers and seniors.

Susan Viamari, editor of Times and Trends, SymphonyIRI, says

. . . sandwiched between baby boomers and Millennials, Gen-Xers are aged 35 to 44... sometimes referred to as the ignored generation. and their spending power should not be overlooked by CPG retailers and manufacturers...Gen-Xers were graduating from college and ...entering the adult world after the 1987 stock market crash and the recession that followed... nuch like The Great Recession has influenced Millennials.

• 24% think their financial situation has improved during the last 12 months, and 37% feel their finances will improve during the coming year.
• 37% buy brands that are on sale rather than their preferred brands
• 32% select products to create more meals at the lowest cost possible
• 33% choose products based on loyalty card discounts
• 20% steer clear of certain aisles to avoid unplanned purchases

Gen-Xers also do their homework before heading to the store:

• 69% make shopping lists and use a variety of tools in their list-making process
• 49% review circulars,
• 48% use coupons,
• 14% leverage the Internet, and
• 10% refer to a retailer’s website.

Generation X is more “wired” than boomers and seniors when it comes to CPG-related behaviors:

• 55% of Gen-Xers download recipes off websites and other online sources
• 52% download coupons from manufacturer websites
• 51% download coupons from retailer websites
• 51% download coupons from couponing sites
• 38% research products online
• 35% visit deal sites
• 31% use social media sites to get coupons
• 23% look for updates from retailers/manufacturers via email/text message
• 18% research products on blogs
• 7% purchase groceries online and have them delivered

For additional information from SymphonyIRI, please visit here.