The looming debt ceiling and much-talked-about “fiscal cliff” standoff did nothing to boost consumer confidence as 2012 came to an end. In fact, shopper sentiment dropped to its lowest point since the third quarter of 2011, according to a new report from Chicago-based SymphonyIRI Group.

The report — which details the firm’s fourth-quarter 2012 MarketPulse survey — explains that while consumers across all age groups feel the strain of ongoing economic hardships, those aged 35 to 54 convey “particularly gloomy” attitudes, with 43 percent saying their financial situation deteriorated in 2012.

“Through quarterly analysis of two full years of MarketPulse data, we have consistently seen a solid representation of shoppers with a gray outlook on their financial health,” said Susan Viamari, editor of SymphonyIRI’s Times & Trends reports. “This sentiment remains very prevalent, especially for those aged 35 to 54, who are really influencing trends because they are in their prime earning and family-raising years. On top of today’s economic concerns, this age group also is thinking about college expenses and retirement. All of these pressures are converging to heighten their concern about their futures and leading the way on many conservative shopping strategies and money-saving behaviors, so marketers need to pay close attention to them.”

With 27 percent of 35- to 54-year-olds and 22 percent of consumers as a whole having difficulty affording regular groceries, it comes as no surprise that people across the spectrum are maintaining their cautious approach to shopping, the report states. In terms of shoppers between 35 and 54 years of age, 37 percent use coupons to make lists; 29 percent buy brands other than their preferred brands because they are on sale; 26 percent select products to create more meals at a lower cost; 22 percent choose products because of a loyalty-card discount; and 15 percent steer clear of certain aisles to avoid unplanned purchases.

On the private label side, 49 percent of consumers are purchasing more products today than they did before the economic downturn began, the report explains. Specifically, 56 percent of millennials, 53 percent of Gen Xers, 59 percent of moms and 55 percent of Hispanics are buying more private brand goods.

Moreover, 66 percent of consumers make a list before they enter the store. Of these consumers, 12 percent list specific brands to buy, and 8 percent list specific store brand items to buy. This is pretty consistent across age and income brackets — only slightly high among households earning less than $35,000 per year.

For more information, visit www.symphonyiri.com.