Experts have made so many prognostications about the recession’s
duration that at least a few are bound to be correct. But the central
question for the consumer packaged goods (CPG) industry focuses not on
when the recession will end, but how shoppers will behave five, 10, and
20 years into the future. IRI forecasts that today’s shoppers will
adopt many of the practices Depression-era shoppers implemented both to
weather the recession as well as to keep a close eye on spending long
after the recession ends. IRI has dubbed these shoppers the “Downturn
Generation.”
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