Shopping Affordability.

Shopping affordability today is determined not only by income, but also by consumers’ willingness to spend.

Basic categories remain the most affordable: 71% of respondents can afford fresh fruit and vegetables, 64% can afford personal care products, and 63% can cover their utility bills.

At the same time, deliberate spending restraint is evident even in everyday categories. While 54% can afford coffee at a café, another 33% could afford it but choose not to spend money on it. For streaming services, the ratio is 48% versus 35%, while for dining at a restaurant, it is 47% versus 36%.

The more expensive the purchase, the more pronounced the financial barrier becomes. A new mobile phone is affordable for 31% of respondents, a holiday or air travel for 28%, and a new car for only 18%. Meanwhile, 51% explicitly say they cannot afford a new car.

Brands need to distinguish between those who genuinely lack the funds and those who can afford a purchase but do not see sufficient value in it. The latter group can be won back with a compelling offer, a relevant product, and a clear explanation of its benefits.

What holds your consumers back more today: a limited budget or an unwillingness to overpay?

Data processed by Media Systems