A day within the lifetime of a money-saving mum in 2023


A lot of the UK skilled an uncommon feeling this week: heat sunshine. Much less welcome, sadly, was the information that meals costs had been nonetheless stubbornly, and for too many individuals, debilitatingly excessive. With meals inflation at 19.1%, near a document excessive, it’s only proper that Mintel focuses consideration on these shoppers who’re struggling to pay for a loaf of bread or cheese, the value of the latter has soared by 39% within the 12 months to April 2023 – in response to the Workplace for Nationwide Statistics (ONS). And so, this week noticed the publication of a extremely topical and distinctive Mintel report: A day within the lifetime of a money-saving mum in 2023.

Written within the first particular person, a UK mum tells us the story of her day, and the way she is struggling — but managing — the excessive value of dwelling. By packaging onerous knowledge in a human and empathic storytelling format, this piece endeavours to have interaction readers/purchasers extra profoundly. The patron knowledge findings illustrate how the attitudes and behaviours of financially-struggling shoppers examine with those that are higher off. To deal with meals insecurity, the trade should perceive these behaviours and issues.

However writing a couple of matter like meals insecurity, particularly proper now, dangers coming throughout as disingenuous and exploitative. Due to this fact, this piece was created in collaboration with FoodCycle, the UK meals charity and Mintel charity associate, which creates and serves heat meals for these in want utilizing surplus meals.

Having volunteered at a FoodCycle lunch and mentioned the challenges they had been experiencing with them (such because the reducing amount and high quality of surplus meals being donated to the tasks) we had been in a position to bestow the important degree of authenticity and credibility to the piece. Qualitative knowledge from Mintel’s value of dwelling focus teams had been additionally used to color a practical image.  The CEO of FoodCycle, Mary McGrath, stated: “Thanks a lot for writing ‘A day within the life of cash – saving mum 2023’. It was extremely sobering and such a unbelievable method to mix the data that the meals trade is eager to grasp with a real-life case examine of considered one of our volunteers struggling to make ends meet.”

In case you are fascinated with studying extra about how Mintel analysis may help you perceive shopper behaviour, get in contact right here. In case you are a consumer, click on right here to learn the total article.

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