DOW JONES NEWSWIRES 
 

Americans at all income levels are refusing to sacrifice quality, value and nutrition, but the recession has led shoppers to be careful about how they spend money.

On top of that shift, 60% of consumers said they will continue to shop for the best deal after the recession ends, according to a recent International Business Machines Corp. (IBM) survey.

Meanwhile, nine in 10 surveyed said value and nutrition will be of equal or greater importance when the recession ends. Nearly half said they were shopping at more stores in search of the best deal.

While more than half of consumers polled are reducing the volume of food they purchase from the grocery store, nearly two-thirds said nutrition is still the most important factor they consider when shopping. On top of that, consumers said they weren't willing to give up items such as meat, poultry and coffee, while saying they would cut back on buying prepared food, individual-sized beverages and clothing.

Typically, prepared food items and smaller beverages are higher-margin items. Some grocers - like Whole Foods Market Inc. (WFMI) - have tried to respond to this shift by highlighting meals that feed four people for $15.

IBM said more than a third of those surveyed said they were choosing less expensive brands for health and beauty products rather than sacrificing the purchases.

A shift to thrift has in many ways altered how consumers view pricing, branding and value. For example, Target Corp. (TGT) has seen shoppers switch to cheaper offerings at Wal-Mart Stores Inc. (WMT), while Procter & Gamble Co. (PG) has seen consumers cut back on its higher-priced products.

IBM's survey was based on phone interviews with 4,000 residents.

-By John Kell, Dow Jones Newswires; 212-416-2480; john.kell@dowjones.com