(IBM: Armonk, NY) -- A new IBM study reveals that despite tough economic times, Americans at all income levels are refusing to sacrifice quality, value, and nutrition to save money on food, and health and beauty purchases. The current economy has, however, led U.S. shoppers to take a closer look at the brands they typically purchase, the stores they frequent, and even their preferred packaging to find new ways to save money. Americans surveyed confirmed this new in-store spending strategy will stick beyond the recession.

Results of the IBM survey were based on telephone interviews with 4,000 U.S. residents across all income levels, from those earning under $20,000 to those earning more than $100,000 a year. The survey found that 72 percent of respondents are more concerned with quality than price during their trip down the grocery aisle, and that behavior isn’t likely to change—nine out of 10 say that value and nutrition will be of equal or greater importance when the recession ends.

Thrifty shopping allows for quality and nutrition

The survey reveals that Americans have become flexible about where to shop and what brands to buy, but consumers continue to place a premium on nutrition and are reluctant to go without items such as meat, poultry, or coffee to economize:

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