Money-saving behaviors among men have climbed sharply over the past six months, part of a broader shift in how consumers pursue value as household budgets stay under pressure, according to new findings from Alter Agents and its ongoing Consumer Sentiment Study.
The share of men who search for coupons or promotional codes online rose 9 percentage points, from 34 percent to 43 percent. Men who shop sales events throughout the year increased from 38 percent to 46 percent, while use of credit cards that reward purchases rose from 39 percent to 45 percent.
“What we’re seeing is a more active approach to saving money,” said Rebecca Brooks, CEO of Alter Agents. “Consumers are putting more effort into finding value, whether that’s comparing retailers, searching for promotions or changing the brands they buy.”
Notably, participation in traditional loyalty programs held relatively steady during the study period. The behaviors that grew were those requiring shoppers to actively seek out a deal or select a payment method based on its rewards.
Key findings
- 51 percent of Americans say they are cooking more at home and eating out less
- 41 percent report reducing how often they dine out
- 39 percent are purchasing more store or private label products instead of national brands
- 39 percent of higher-income households report buying more private label, nearly matching the 41 percent of lower-income households doing the same
- 49 percent of Boomers say they are purchasing more private label, compared with 25 percent of Gen Z
- 74 percent of Boomers describe themselves as brand loyal, versus 60 percent of Gen Z
What it means for grocers
The findings suggest shoppers are becoming more deliberate about seeking value and more willing to abandon established habits under economic pressure. Promotions, digital offers, rewards programs and meal-planning solutions may carry more weight as consumers look for ways to manage food spending.
The broader study has also tracked longer-term shifts. Compared with pre-pandemic levels, consumers are less likely to plan purchases in advance and less likely to say they look forward to shopping, reflecting a move toward more price-driven decision-making.
Alter Agents is a Los Angeles-based strategic market research consultancy that has tracked consumer sentiment since 2019.
Related: Report: Store Brands Hit 23.8% Unit Market Share As National Brands Lag