1. National Consumer Agency Market Research Findings:
Shopping and Pricing
March 2012
Research Conducted by

2. Table of Contents Key Findings Section 1: General Shopping and Pricing
Section 2: Grocery Shopping
Research Background and Methodology
Profile of Sample

3. Key Findings

4. Key Findings - I Shopping and Pricing
Over 4 in 5 (85%) compare/shop around for better prices.
Price remains the leading influencing factor in determining where to shop at 56% (↑3%) with convenience second at 21% (↓2%).
Consumers citing an awareness of the price of everyday goods has increased from 71% to 78%.
For those responsible for the main grocery shop, 93% state that they are aware of the prices of everyday goods, an all-time high.

5. Key Findings – II Grocery Shopping
Price is number one determining factor in deciding where to carry out the main grocery shop, rising by 10% points to 73%, with convenience considered the second most important factor, at 54%.
Over 3 in 10 (31% up 3%) now visit a particular store based on special offers advertised, whereas almost 2 in 3 (65%) consumers visit their usual store and pick up special offers while there.
The overall average grocery basket consists of 65% branded and 35% own brand goods.
In recent years, 1 in 5 (22%) think the quality of own brand products has improved or is better than they thought, and a further 17% now think that own brand products are just as good as branded products.

6. Section 1: General Shopping and Pricing

7. Shopping Around Comparison of prices (Base: All aged 15-74 – 1,000)% % % % %
I always compare/shop around for better prices
82%
71%
74%
85%
67%
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

8. Key Influencing Factors in Determining Where to Shop
(Base: All Aged – 1,000)
Strongest Influencing Factor
Nov ‘11
May/June ‘11
Nov/Dec ‘10
June ‘10
Nov/Dec ‘09 % % % % %
Price
Convenience
Shopped there previously
Service
Other
Don’t know

9. Overall Awareness of the Price of Everyday Goods
(Base: All aged – 1,000)
All responsible for the main grocery shop – 526 (53%)
Total
Nov ‘11
May/June ‘11
Nov/Dec ‘10 % % % %
Very aware of the prices (5)
(27)
78% aware of prices
74%
93%
85%
Fairly aware of the prices (4)
(44)
Don't really know the prices (3)
(14)
Somewhat unaware of the prices (2)
(9)
Not at all aware of the prices (1)
(6)
( ) = May/June 2011

10. Section 2: Grocery Shopping

11. Main Reasons for Choice of Supermarket for Main Grocery Shop
(Base: All responsible for main grocery shop - 526)
Price
Convenience
Parking
Late Night Opening
Quality of Product
Loyalty
Support Local

12. (Base: All responsible for the main grocery shop – 526)
Special Offer Seekers?
(Base: All responsible for the main grocery shop – 526)
Nov ‘11
May/June ‘11
Nov/Dec ‘10 % % %
Select a particular store to visit based on special offers advertised
Visit your usual store and pick up special offers while you are there
Don't buy special offers

13. Own Brand Versus Regular Brand
(Base: All main grocery shoppers – 526)
November 2011
May/June 2011
Nov/Dec 2010
June 2010 % % % %
Own Brand
Own Brand
Own Brand
Own Brand
Regular Brand
Regular Brand
Regular Brand
Regular Brand
Higher amongst
Those who are not aware of the prices of everyday goods (74%).
Males (69%).
Working full-time (68%).
Higher amongst
Those who are not aware of the prices of everyday goods (74%).
55+ (71%).
ABC/F50+(70%).
Higher amongst
Those who are not aware of the prices of everyday goods (69%).
Males (70%).
55+ (69%).

14. Own Brand Versus Regular Brand Preference – I
(Base: All responsible for grocery shop who purchase each of the products)
Baby
Products
Breakfast Cereal
Chocolate/
Sweets
Beer
Tea/Coffee
Regular brand
Own brand
Yoghurts
Bread
Fresh Meat
Frozen Meat
Soft Drinks
Regular brand
Own brand
(+11%)
(+5%)
( ) = +/-% vs May/June 2011

15. Own Brand Versus Regular Brand Preference – II
(Base: All responsible for grocery shop who purchase each of the products)
Butter/ Spreads
Deli/Processed
Meat
Toiletries
Tinned/ Frozen Food
Biscuits
Regular brand
Own brand
Juice Drinks
Milk
Household Cleaning Products
Toilet Tissue/ Kitchen Towel
Regular brand
Own brand
( ) = +/-% vs May/June 2011

16. Switched to Own Branded Products within the Past 12 Months
(Base: All who purchase own branded products)
% Yes
% Yes
% Yes
Breakfast cereal
Bread
Baby products*
Household cleaning products
Toilet tissue/kitchen towel
Toiletries
Biscuits
Milk
Tea/Coffee
Frozen meat
Tinned/frozen food
Butter/spreads
Yoghurts
Soft drinks
Juice drinks
Fresh meat
Deli/processed meat
Chocolate/sweets
Beer*
* Caution small base size

17. (Base: All main grocery shoppers – 526)
Factors Which Influence Choice for Own Brand Products – Volumetric Analysis*
(Base: All main grocery shoppers – 526)
Nov 2011
May/June 2011 % %
Price
Quality
*Volumetric Analysis is where the most influencing factors are ranked, and a score is applied according to the ranking, the level of importance is then determined by these scores. It is a standard research approach applied to ranking importance of factors.
Packaging
Past Experience
Advertising
Recommendations
Don’t purchase own branded products

18. Where Own Branded Products are Bought
(Base: All that purchase own brand products - 203) %
Switched supermarket
Existing Supermarket
Both

19. Change in Perceptions Towards Own Branded Products in Recent Years
(Base: Responsible for the main grocery shop - 526) %
The quality has improved/is better than I thought
No change
Just as good as branded products
Better value for money
They have improved
More of a variety available
Much more positive towards branded products
Have begun switching to own brand
Some are ok
* All other mentions 1% or less

20. Research Background and Methodology

21. Research Background and Methodology
Nov/Dec 2007
Aug 2008
Nov/Dec 2008
May/June 2009
Benchmark
Wave 1
Wave 2
Wave 3
Nov/Dec 2009
June 2010
Nov/December 2010
May/June 2011
Wave 4
Wave 5
Wave 6
Wave 7
Nov 2011
Current Wave
Wave 8
The research was conducted by means of face-to-face interviewing with 1,000 people between the ages of
To ensure that the data is nationally representative, quotas were applied on the basis of age, gender and social class.
Interviewing was conducted over a four week period in November 2011.

22. Profile of Sample - I (Base: All aged 15-74 – 1,000)
MAIN GROCERY SHOPPER % % % %
15-24
Dublin
Male
ABC1
F50+
25-34
Yes No
Rest of Leinster
35-44
45-54
Munster
Female
C2DE
F50-
55+
Conn/
Ulster

23. Profile of Sample – II – Main Grocery Shoppers
(Base: All Mainly Responsible for Grocery Shopping in Home – 526) % % % %
15-24
(17)
Male
(49)
Dublin
(28)
25-34
(22)
ABC1
F50+
(48)
Rest of Leinster
(26)
35-44
(19)
Female
(51)
45-54
(16)
Munster
(28)
C2DE
F50-
(52)
55+
(26)
Conn/
Ulster
(18)
( ) = Total Sample

24. Profile of Sample – III – Internet Use
(Base: All aged – 1,000)
USE INTERNET
EVER PURCHASED ONLINE
BANKING
ONLINE
(Base: All Internet Users - 762)
(Base: All Internet Users - 762) No
(25%)
Yes No
(30%)
Yes No
Yes
(51%)
(70%)
(49%)
(75%)
% Yes
% Yes
% Yes
Male
Female
15-24
25-34
35-44
45-54
55+
Male
Female
15-24
25-34
35-44
45-54
55+
Male
Female
15-24
25-34
35-44
45-54
55+
() = May/June 2011

25. Profile of Sample – IV – Social Media
(Base: All aged – 1,000)
Nov 2011
May/June 2011
Higher Amongst
Type of phone
Regular users of % %
Facebook
Twitter
Bebo
Linkedin
None of These %
ABC1F50 59%
Dublin 55%
(21) %
Have a ‘Smart phone’
Higher amongst:
15-24’s
25-34’s
ABC1/F50+
Working full time
Students
Dublin
55+ 86%
C2DEF50- 56%
Munster 53%
() = May/June 2011