Who Is the Trade-Off Consumer? (Part Two)

Their Decision Mindset, and Their Market Opportunity

Welcome to Part Two of our Trade-Off Consumer research series, which focuses on a segment of U.S. consumers who are making significant lifestyle adjustments despite the economy’s apparent strength. Building on the insights shared in Part One, which explored changes in household finances and shopping habits, this edition dives deeper into specific areas such as dining-out activity and grocery shopping, both overall and across specific categories. It also examines how consumers engage with content and media platforms, providing actionable insights for brands seeking to connect with this evolving segment, which now represents 28% of the U.S. population.

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