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This is true in my household. "Calculated, family-led decisions". Also, this part --> relentless search for maximum value and quality. Especially the quality part. Organic and 'natural' will cost more and may be worth it... up to a certain price.
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The value shopper is not new to the category. The value shopper has always existed which is why Costco has been so successful. There are just more people looking for value because of price gouging over the past year or so by food companies, grocerers and distributors. The premium buyer has also shifted slightly and some segments of this market have migrated to value shopping which is why value shopping is growing at the expense of premium.