Recently we learnt in a survey for KPMG that Irish consumers are aware of shrink Fraction and resent brands who carry out the practice. Today PwC put out its consumer sentiment survey and it shows that some consumers are scaling back in order for ends to meet.

The study also found that consumers were determined to buy as sustainably as possible though cost is often an issue. Speaking to Joe this morning was Owen McFeely Director for retail and consumer with PwC.