Trend Smart downshifting: consumers trade down and trade up within the same basket

Summary

Capgemini's second chapter describes an era of smart downshifting, in which consumers mix cheaper and pricier choices across categories. Rather than cutting back evenly, many shoppers trade down in some areas while protecting spending in others. Health-related purchases are a typical area where people keep paying more. Around two in five are opting for cheaper alternatives, private labels, or smaller quantities to manage budgets. Yet these economies stop when reliability is at stake, so the basket combines saving with deliberate splurging.