As the economy moved into a downturn, there was a noticeable shift in consumer behavior towards thriftier choices. Across a range of “scaling back” behaviors, though, male shoppers showed a lesser inclination to change versus women. In one example, 52% of women said they were cooking with fewer convenience foods but only 38% of men reported this behavior. Other behaviors women engaged in more often than men included use of store circulars, stocking up on sale items, making unplanned purchases after seeing an in-store bargain, and making cleaning supplies last longer.
The study also identified non-recessionary behaviors where the sexes differed in behavior. Male shoppers splurge more often than females, with 23% of male shoppers splurging on premium and gourmet CPG options compared to 19% of females.