Shoppers won’t scrimp on baby foods

Cash-strapped shoppers are most likely to break habits and trade up when buying baby foods or formula.

According to a survey of more than 500 shoppers by Behaviour & Attitudes for Checkout magazine, consumers were asked in which categories they are most likely to trade up, and buy a more expensive product, and in which categories they were looking to trade down, and buy a cheaper product.

Not a single person surveyed said they were looking to trade down when it came to baby formula or baby foods, with 13% and 11% respectively looking to trade up — the second year in a row that these categories have ranked highest.