Sir, I was interested to see the findings in The Grocer that younger people are more worried about the impact of Brexit (‘How Brexit will change British shopping habits,’ 9 July, p4). Our Nielsen findings reflect this, with younger shoppers being more budget-focused - 54% of 18 to 34-year-olds say they plan to save on household expenses following the Brexit result, versus 24% of people 55+. As Tania Page alluded to, younger age groups are more likely to see the negative impact, most likely in part to them having less financial security than older age groups. This means retailers and suppliers will need to think about how they can put younger shoppers at ease and encourage spending confidence among this buyer group.
Sophie Jones, senior UK shopper research manager, Nielsen