New research released by Nielsen finds that as the economy lingers in the doldrums, supermarkets are actually benefiting. The latest survey, which consistently shows that those in the U.S. are eating out less because of thinner wallets (46%), Nielsen research also found that sales of “value-priced prepared meals” in supermarkets and club stores are experiencing double-digit growth!

Consumers continue to follow money-saving strategies such as the reduction of unnecessary spending (27%), driving less (14%), shopping for bargains (13%), using coupons (12%), combining shopping trips (8%), going out less for entertainment (6%), and purchasing more private label goods (5%).

In other findings:

• In store ads can boost sales. A significant number of shoppers are likely to purchase items that are on sale or are highlighted among in-store circulars. This was the conclusion for one particular grocery segment, but it very likely applies to other items, including vegetarian food items.
• Media-based meal planning is becoming mainstream. More and more shoppers are using TV, the Internet, or smart phones for food-based planning, which includes vegetarian-specific applications.