New study by Bring! and Profital: savings are made on clothing and meat

Inflation and the rapid rise in prices for food and many other products are the most important factor currently determining the shopping behavior of the Swiss. This is the result of the Shopping Trend Study 2023 by Bring! and Profital. The study was based on a survey of over 1,500 users of both apps. According to the survey, rising prices are also the issue that concerns consumers most when shopping (70 percent). They are followed at a great distance by product origin (44 percent) and sustainability (33 percent). Four out of five respondents (80 percent) said they currently pay attention to product prices when shopping. In August of last year, the figure was still 47 percent.

Effects on purchasing behavior

This has an impact on purchasing behavior: When buying food, price is currently the most important decision-making factor (73 percent). This means that purchasing preparation is also gaining in importance. 81 percent of respondents now plan their purchases more carefully than before. This is particularly evident when asked what the most important effect of the current situation is on their own shopping behavior: for 47 percent, it is to study offers and promotions, while 18 percent now keep detailed shopping lists. In view of the price increases, offers are playing an increasingly important role in purchasing: 85 percent of respondents are paying more attention to offers, 69 percent are increasingly focusing on low-priced private labels and 78 percent are increasingly stocking up on products that are currently on offer.

But more conscious shopping is not limited to the financial aspect: Sustainability and the question of where a product comes from are also increasingly in focus. For the majority of consumers, seasonality (58 percent) and regionality (56 percent) are also important when buying food.

Most savings are made on clothing - in the case of food, unhealthy items and meat in particular are cut back on

But where do the Swiss save the most? According to the survey, clothing, shoes and accessories are the main areas affected (61 percent). Furniture (48 percent) and electrical appliances (47 percent) are also under scrutiny when it comes to purchasing decisions. However, food purchases are also subject to scrutiny: A good one in three (34 percent) is trying to cut spending here.

This thriftiness is less concentrated on basic foods: only 16 percent save on bread and baked goods, and 17 percent on dairy products and fruit and vegetables. It is striking that less healthy foods in particular end up in the shopping basket less often and consumers also reduce their meat consumption: They are most likely to cut back on snacks and confectionery (49 percent), meat and fish (46 percent) and convenience and frozen foods (39 percent).

Top trends of the next few years: regionality, seasonality and sustainability

More conscious and sustainable shopping: This also determines the trends that consumers see for the future: According to the survey, regionality (56 percent), seasonality (55 percent) and sustainability (44 percent) will influence purchasing behavior in the coming years. Zero waste (31 percent) and organic products (27 percent) will also play an important role.

The entire study is available here download.