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National Consumer Agency Grocery Shopping Market Research Findings July 2009 A Report by A. Research Background & Methodology

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National Consumer Agency

Grocery Shopping Market Research Findings

July 2009

A Report by

a research background methodology
A. Research Background & Methodology
  • Amárach Research was commissioned in 2009 to continue the programme of research being conducted by the National Consumer Agency with a view to maintaining the considerable momentum gathered throughout 2007-2008 in terms of empowering the consumer.
  • Key to the research is the comparison (where possible) of data collected in previous waves i.e. Benchmark (Nov/Dec 2007), Wave 1 (Aug 2008), Wave 2 (Nov/Dec 2008) with the current consumer landscape Wave 3 (May/June 2009) illustrating the impact of the NCA in relevant areas and highlighting areas for further development.
  • The research was conducted by means of face-to-face interviewing with 1,000 people between the ages of 15-74.
  • To ensure that the data is nationally representative, quotas were applied on the basis of age, gender, social class and region.
  • Interviewing was conducted over a 4 week period in May/June 2009.
b profile of sample i
B. Profile of Sample – I

(Base: All aged 15-74 – 1,000)

MAIN GROCERY SHOPPER

%

%

%

%

15-17

AB

18-24

Married

Male

C1

Yes

No

25-34

Living as

Married

C2

35-44

Single

45-54

Female

D

55-64

E

Wid/Div/

Sep

F50+

65-74

F50-

b profile of sample ii main grocery shoppers
B. Profile of Sample – II – Main Grocery Shoppers

(Base: All Mainly Responsible for Grocery Shopping in Home – 556)

%

%

%

%

18-24

(16)

AB

(12)

Male

(45)

25-34

(24)

C1

(26)

Married

(43)

35-44

(17)

Living as

Married

(10)

C2

(26)

Female

(55)

45-54

(17)

Single

(37)

D

(20)

55-64

(10)

Wid/Div/

Sep

(10)

E

(7)

65-74

(9)

F50+(7)

F50- (2)

( ) = Total Sample

main reasons for choice of main grocery shop
Main Reasons for Choice of Main Grocery Shop

(Base: All main grocery shoppers – 562)

Wave 3 2009

Wave 2 2008

Wave 1 2008

Benchmark 2007

Main Reasons

%

%

%

%

**

**

Price continues to be the key driver of choice of the main grocery shop, followed by convenience.

** Not asked in July 2008.

own brands versus regular brands x sub groups
Own Brands versus Regular Brands x Sub-Groups

(Base: All main grocery shoppers – 562)

Wave 3 2009

Total

Male

Female

ABC1

C2DE

%

%

%

%

%

Own brand

(32)

(27)

(34)

(33)

(35)

Regular brand

(68)

(73)

(67)

(66)

(65)

Identical to the previous wave, on average, just over one third of goods bought by consumers are own brand goods. Men and ABC1s continue to be more inclined than women to buy regular brand goods.

() = wave 2 2008

own brand goods bought most often
Own Brand Goods Bought Most Often

(Base: All main grocery shoppers – 562)

Primary

Secondary

%

%

Those who are responsible for the main grocery shop are most likely to buy own branded toilet tissue and household cleaning products. They are least likely to buy own branded beer, baby products and tea or coffee.

* New Question ( ) = % of grocery shoppers who buy products

branded goods bought most often
Branded Goods Bought Most Often

(Base: All main grocery shoppers – 562)

Primary

Secondary

%

%

Of those who buy beer., tea/coffee and baby products, over 4 in 5 buy branded goods.

* New Question ( ) = % of grocery shoppers who buy products

features of convenience which determine choice of shop
Features of Convenience which Determine Choice of Shop

(Base: All choosing their main shop for convenience – 275)

Features of Convenience

%

Wave 3 2009

Wave 2 2008

Wave 1 2008

(+11%)

-

As with previous waves, the location of the store accounts for the largest share of the element of “convenience” when choosing main shop. Good prices/best prices is on the increase.

All others 1% or less

change in grocery shopping since the start of the year
Change in Grocery Shopping Since the Start of the Year

(Base: All main grocery shoppers – 562)

Change in Grocery Shopping

%

Male 38%

Female 54%

Continual change evident, setting in habits not evident yet.

Yes

No

ABC1 58%

C2DE 49%

(51%)

(49%)

Consistent with Nov/Dec, 1 in 2 have changed the way in which they do their grocery shop since the start of the year. Women and ABC1’s are most likely to have changed their grocery shopping behaviour.

() = Wave 2 2008

changes made to the grocery shopping since the start of the year
Changes Made to the Grocery Shopping Since the Start of the Year

(Base: All who changed their shopping behaviour since the start of the year – 281)

Wave 3 2009

Wave 2 2008

Wave 1 2008

Changes to Grocery Shopping

%

%

%

(+14%)

(-8%)

**

**

Cutting back on treats is the main change that grocery shoppers are beginning to do since the start of the year, followed by buying cheaper versions of products. However, the greatest change from the previous wave is the amount of grocery shoppers who are buying less since the start of the year (34%). 14% have begun shopping up North.

** Not asked in previous waves

reasons for changing shopping habits
Reasons for Changing Shopping Habits

(Base: All who have changed their shopping habits – 281)

Wave 3 2009

Wave 2 2008

%

%

-

Almost 1 in 4 of those who have changed their shopping habits tend to be spending less. This is more than likely down to the fact that where they are shopping now is cheaper and they are cutting down on what they are buying.

All others 2% or less

shopping around
Shopping Around

(Base: All aged 15-74 – 1,000)

Comparison of prices

Where most likely to shop around/compare prices*

%

%

%

I always compare/shop around for better prices

75%

75%

I sometimes compare/shop around for better prices

I very rarely compare/shop around for better prices

I never compare/shop around for better prices

# All others 1% or less

Consistently, 3 in 4 shop around for better prices with over 2 in 5 most likely to shop around and compare prices for supermarkets & newsagents.

* New Question

key influencing factors in determining where to shop
Key Influencing Factors in Determining Where to Shop

(Base: All Aged 15-74 – 1,000)

Strongest Influencing Factor

Wave 3 2009

Wave 2 2008

%

%

Price

Convenience

Shopped there previously

Service

Other

Don’t know

Price has increased its importance as a key influencing factor in determining where to shop.

biggest influencing factors across sectors i
Biggest Influencing Factors Across Sectors – I

(Base: All aged 15-74 – 1,000)

Price

Convenience

Service

Having shopped there previously

%

%

%

%

* Asked of the full sample – both grocery shoppers and non-grocery shoppers.

Service is the biggest influencing factor in determining what restaurants or hotel to visit. Price, convenience and having shopped their previously are all most important when choosing a supermarket or newsagents to shop in.

# New question

biggest influencing factors across sectors ii
Biggest Influencing Factors Across Sectors – II

(Base: All aged 15-74 – 1,000)

Price

Convenience

Service

Having shopped there previously

%

%

%

%

# New question

slide20

Appendix

Branded v. Unbranded Product Category Choices

own brand v s branded goods i
Own Brand V’s Branded Goods – I

(Base: All main grocery shoppers – 562)

Own Branded Goods Most Likely to Buy

Branded Goods Most Likely to Buy

%

%

Consumers who are responsible for the main grocery shop are most likely to buy branded goods of tea/coffee, breakfast cereals, yoghurts, bread, chocolate and sweets. They are most likely to buy branded goods of toilet tissue/kitchen towel, household cleaning products and milk.

* New Question

own brand v s branded goods ii
Own Brand V’s Branded Goods – II

(Base: All main grocery shoppers – 562)

Own Branded Goods Most Likely to Buy

Branded Goods Most Likely to Buy

%

%

Those responsible for the main grocery shop are least likely to buy own branded baby products and beer. Just over 1 in 4 are likely to buy branded toilet tissue/kitchen towel.

* New Question