ARMONK, N.Y.—Despite tough economic times, Americans at all income levels are refusing to sacrifice quality, value and nutrition to save money on food and health and beauty purchases, according to a new IBM survey. Consumers also have become flexible about where to shop and what brands to buy, but continue to place a premium on nutrition and are reluctant to go without items such as meat, poultry or coffee in order to economize.
Results of the survey were based on telephone interviews with 4,000 U.S. residents across all income levels, from those earning under $20,000 to $100,000+. The survey found 72 percent of respondents are more concerned with quality than price during their trip down the grocery aisle, and that behavior isn't likely to change. Nine out of 10 said that value and nutrition will be of equal or greater importance when the recession ends.