Category Benchmarks: the value equation

Dan Gillett
Shopper Insight Manager
@IGDShopperNews

Using our latest category benchmarks data, we look at how shoppers balance price and quality in their value equation when deciding what to buy across 82 sub-categories.

We also consider where and why shoppers consider it worth paying extra to get better quality, as well as considering whether the K shaped recovery and return of savvy shopping techniques could change the value equation in the months ahead.

Looking for more category insight? Visit our dedicated Category insights hub