Britain’s students have been buying a bit of S&M with their weekly shop.
Figures from analysts Kantar Worldpanel show students are accounting for a greater share of spend on entertainment products in supermarkets - including the raunchy Fifty Shades of Grey books.
In the 24 months from September 2009 to 2011, students accounted for 5.4% of entertainment spend in grocers, but this has risen to 6.7% in the past 12 months [Kantar Worldpanel 52w/e 2 September 2012].
Students have increased their spend on video products, and are more willing than some parts of the market to pay full price for titles rather than wait for deals.
They are also spending more on books - two of the Fifty Shades books appear in the top five entertainment products bought by students.
“Students do not necessarily have the same financial worries, which may account for the uplift,” suggested Kantar analyst Laurie Krohn.
ERA suggested students might buy from a shop rather than online because of the risk of delivered goods going missing in shared student accommodation.