Americans showed a more optimistic outlook about the economy during the fourth quarter of 2011, according to a report based on the latest MarketPulse survey from Chicago-based SymphonyIRI Group. At that time, 20 percent of surveyed shoppers said they expect the economy to improve during the next six months — a 4 percent jump over the previous quarter, but still well below expectations expressed during the first quarter of 2011.

Shoppers communicated similar beliefs about their anticipated personal financial conditions in 2012, the report states. Those who believed their personal financial condition will be “a lot better” or “a little better” totaled 27 percent, once again reflecting an improvement over the prior quarter, but not quite returning to the optimism expressed in the first quarter of 2011.

Despite the growing optimism, Americans continue to practice conservative shopping behavior. One-third of consumers purchased 50 percent or more of their baskets on deal during the fourth quarter of 2011. This trend holds true across all income segments, including the country’s wealthiest shoppers (people who earn more than $100,000 annually).

Additionally, deal-seeking is on the rise across income segments. Twenty-six percent of shoppers are purchasing more on deal versus one year ago. Even among the wealthiest shoppers, 20 percent purchased more goods on deal versus one year ago.

Susan Viamari, editor of Times & Trends, SymphonyIRI, noted that although more consumers have become optimistic about the economy and their financial situation, a large number of them remain pessimistic.

“While 20 percent of consumers feel the economy will improve in the next six months, the majority of consumers expect the economy will remain fairly stagnant or deteriorate during that timeframe,” she told Progressive Grocer’s Store Brands. “Whether or not consumers expect improvement, they are definitely well-entrenched in money-saving strategies.”

For example, Viamari said 50 percent of consumers purchase more store brand products today than they did before the economic downturn began. Nearly all (91 percent) of those consumers indicate that they will continue to purchase private label products at the same frequency after the economy improves.

Additionally, 47 percent of consumers have become more open to trying lower-priced alternatives to the brands they regularly purchase, Viamari noted. And 40 percent of consumers are giving up their preferred brands altogether in an effort to save money.

“All of these statistics underscore the opportunity store brands have in the coming weeks and months,” she explained. “Consumers are actively looking for ways to save money, and they are demonstrating a willingness to step outside their comfort zone to do so.”

For more information, visit www.symphonyiri.com.