CivicScience continually tracks current and anticipated consumer trends. Here are three key insights marketers should know this week. All insights are derived from the CivicScience SPEC Report, an exclusive weekly report covering relevant social, political, economic, and cultural trends to help brands better understand and communicate with consumers.
1. Four in five U.S. adults report they’ve cut back at the grocery store in the last month due to higher prices.
The aftermath of the recent bank collapses continue to reverberate and capture much of the economic headlines. That being said, it’s clear from the latest CivicScience data that inflation is still significantly affecting American consumers.
The percentage of Americans who held off purchasing groceries due to high prices appeared to decline by the end of February, but numbers are rising again. A total of 80% are forgoing purchases. Those who say they have not held off on purchases are strongly in the minority at 20%. Meat products and eggs are among the top items consumers are most likely to have cut back on.
2. Concern about the state of public education in the U.S. is at its highest level in more than a year amid educator labor strike.
Some 30,000 employees of the nation’s second largest public school district— the Los Angeles Unified School District — went on strike last week as negotiations with district management fell through. Additionally, the United Teachers Los Angeles Union is also in ongoing but separate negotiations with the district.
Recent CivicScience data show 2-in-3 Americans are ‘very concerned’ about the state of public education in the U.S. right now, a figure that’s risen 10 percentage points since March 2022. Those who oppose labor unions are significantly more likely to harbor high levels of concern regarding the state of the country’s public education system, whereas labor union supporters are more likely to express feeling ‘somewhat concerned’ or ‘not at all concerned.’
3. A majority of U.S. adults now say they own an air fryer, driven by adults under 35.
Over half of Americans (55%) currently claim to own an air fryer, a significant increase from the 42% reported in 2021. Adults below the age of 35 are at the forefront of utilizing air fryers on a weekly basis, as well as less common appliances like slow cookers and pressure cookers. Conversely, those aged 35 and above tend to rely more on microwaves, coffee makers, and toasters.
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