Key Note’s research shows that ABC1s are more likely to buy food products from retailers’ premium own-label ranges than from the economy ranges. However, a substantial number of consumers — many of whom are just as likely to be in the AB as in the C1 social group — purchase cheaper items. At the top end of the clothing market, there are signs of a backlash against conspicuous affluence and a move towards the middle market is evident; a number of designer labels have now introduced budget ranges. This trend is echoed by a converging trend at the budget end of the market, with high-street stores and supermarkets introducing more upmarket ranges.

Almost nine out of ten ABs and nearly eight in ten C1s are homeowners and, as such, are particularly important to the market for home-related products, which includes furniture, furnishings and homeware. Consumers in the ABC1 group are at the forefront of the move towards independent travel and Key Note’s original research shows that they are nearly twice as likely as C2DEs to book both accommodation and travel themselves.

In addition, findings from Key Note’s research indicate that, over the past 2 years (to March 2004), ABC1 consumers have not suffered particularly from financial problems. In fact, they are nearly twice as likely to claim that their financial situation is better now compared with 2 years ago, than to say it is worse. ABC1 consumers are also highly unlikely to express fears relating to the prospect of a fall in house prices.