How the cost-of-living crunch is impacting grocery and alcohol purchase habits

Many consumers are reducing their outlay on groceries and alcohol in light of an increase in the cost of living, according to a study by research firm Morning Consult.

Rising inflation is already exerting an influence on shopper habits in the grocery and alcohol categories, but the exact impacts could vary depending on a consumer’s lifestage and location, a study has found.

Morning Consult, the research firm, surveys 2,200 adults across the US every month. Its latest analysis focused on the impact of inflation as stimulated by the economic recovery from COVID-19, supply-chain issues and the Russian invasion of Ukraine, which has prompted gas prices to rise.

In all, the study found that average incomes rose by 4.9% in February, lagging a 7.9% uptick in...

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