NFU 2010: Retailers in the dark on consumer trends

Speaking at the business session of the NFU conference in Birmingham, retail specialist Ed Garner said consumers moved to discounters in winter 2008. But, by Christmas 2009, they had changed their behaviour completely - a move clearly seen with sales up 17 per cent at Waitrose year on year.

“Premium labels were up at the end of last year. There was growth in the ethical, premium end - which was seen with Waitrose,” he said.

He added that traditionally value-driven retailer Morrisons was moving upmarket. “It is changing, becoming less whippets, flat caps and pork pies and more about aspiration.”

However, he warned the changes in consumer approach was not a good indication of what would happen in 2010. “Did people just think, sod it, we will have a decent Christmas?”

Food was, though, much lower cost today. “In 1963, food accounted for 24 per cent of a household budget, but only 8 per cent a couple of years ago. Most people don’t worry about buying food for their family now, so it is strange that we still are commodity chicken from Brazil and Thailand on the shelves.”

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