Loyalty to both retailers and brands is weakest among 45-54-year-olds as just 35 per cent of the age group describe themselves as financially comfortable, according to new research from IGD.
IGD's shopper research shows financial pressure peaks in mid-life, with housing costs and bills consuming almost half (49 per cent) of monthly spending among 45-54-year-olds. In comparison, 46 per cent of both 18-24 and 25-34-year-olds describe themselves as financially comfortable, with household bills taking up 32 per cent and 34 per cent respectively.
At the same time, loyalty to grocery retailers falls to 55 per cent among 55-64-year-olds, the lowest level of any age group, while loyalty to grocery brands reaches its lowest point among 45-54-year-olds at 51 per cent.
"Many mid-life shoppers are becoming the ‘sandwich generation’, balancing mortgages, rising household bills, children and ageing parents," said Caroline Young, Head of Shopper Insight at IGD.
“What this means for retailers and brands is mid-life shoppers need the strongest reassurance that they're spending their money well. That’s balancing price with quality, freshness, availability and reliability, rather than competing on price alone."
Pressure and loyalty collide in mid-life
IGD's research shows pressure intensifies through mid-life as shoppers juggle multiple financial and caring responsibilities.
Among 45-54-year-olds, 23 per cent are caring for children under 18, while 18 per cent are also caring for parents or parents-in-law. The combination of housing costs, family responsibilities and wider financial pressures leaves many consumers balancing competing demands on their time and budgets.
Financial confidence follows a similar pattern. Shopper confidence remains positive among younger adults before turning negative after age 45, highlighting a clear divide in financial outlook across age groups.
The loyalty challenge for retailers and brands
IGD’s findings suggest value is increasingly becoming a retention strategy rather than an acquisition strategy. Shoppers aged 45-64 are among the most focused on keeping costs down, but they are also more likely than average to try to balance cost with quality rather than simply buy the cheapest products available.
The research indicates that value is increasingly linked to trust, reliability and helping households make stretched budgets go further.
For financially pressured shoppers, value extends beyond price. Products that last longer, reduce waste and are reliably available are becoming increasingly important measures of whether a purchase represents good value.
The research also finds that shoppers with caring responsibilities are significantly more likely than non-carers to be dissatisfied with product availability, highlighting the growing importance of reliability alongside price.
An early signal of future shopper needs
While these pressures are visible among mid-life shoppers today, IGD believes they may provide an early indication of how value expectations are likely to evolve across the wider grocery market.
With the UK's 65+ population forecast to grow from 13.8 million to 16.2 million by 2035, needs such as value, quality, freshness and availability are likely to become increasingly influential across the wider grocery market.
A free sample of IGD’s report, ‘What will matter to shoppers in 2035’, is available on the IGD website.