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National Consumer Agency Grocery Shopping Market Research Findings July 2009 A Report by
2 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. A. Research Background & Methodology
3 B. Profile of Sample – I (Base: All aged 15-74 – 1,000) Male Female %% 15-17 18-24 25-34 35-44 45-54 55-64 65-74 Married Living as Married Single Wid/Div/ Sep AB C1 C2 D E F50+ F50- MAIN GROCERY SHOPPER YesNo
4 B. Profile of Sample – II – Main Grocery Shoppers (Base: All Mainly Responsible for Grocery Shopping in Home – 556) Male (45) Female (55) %% 18-24 (16) 25-34 (24) 35-44 (17) 45-54 (17) 55-64 (10) 65-74 (9) Married (43) Living as Married (10) Single (37) Wid/Div/ Sep (10) AB (12) C1 (26) C2 (26) D (20) E (7) F50+(7) F50- (2) ( ) = Total Sample
7 Benchmark 2007 Main Reasons for Choice of Main Grocery Shop (Base: All main grocery shoppers – 562) Price Convenience Parking Late night opening Quality of Product Loyalty Support local shops Other Main Reasons Wave 1 2008 ** Not asked in July 2008. Price continues to be the key driver of choice of the main grocery shop, followed by convenience. Wave 2 2008 % % % Wave 3 2009 % – **
8 Own Brands versus Regular Brands x Sub- Groups % Own brand Regular brand 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. (Base: All main grocery shoppers – 562) % Wave 3 2009 %% MaleTotalC2DEABC1Female (33) (67) (73) (66) (68) (65) (27) (34) (32) (35) () = wave 2 2008
9 Primary % (Base: All main grocery shoppers – 562) Own Brand Goods Bought Most Often Toilet tissue/kitchen towel (95%) Household cleaning products (97%) Milk (97%) Tinned/frozen food (92%) Biscuits (96%) Juice drinks (92%) Toiletries (94%) Bread (96%) Butter/spreads (95%) Breakfast cereal (95%) Soft drinks (88%) Yoghurts (92%) Chocolate/sweets (88%) Tea/Coffee (95%) Baby products (36%) Beer (69%) * New Question( ) = % of grocery shoppers who buy products 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.
10 Primary % (Base: All main grocery shoppers – 562) Branded Goods Bought Most Often Beer (69%) Tea/Coffee (95%) Baby products (36%) Chocolate/sweets (88%) Yoghurts (92%) Soft drinks (88%) Breakfast cereal (95%) Butter/spreads (95%) Bread (96%) Toiletries (94%) Juice drinks (92%) Biscuits (96%) Tinned/frozen food (92%) Milk (97%) Household cleaning products (97%) Toilet tissue/kitchen towel (95%) * New Question( ) = % of grocery shoppers who buy products Secondary Of those who buy beer., tea/coffee and baby products, over 4 in 5 buy branded goods.
11 Features of Convenience which Determine Choice of Shop (Base: All choosing their main shop for convenience – 275) 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. % Features of Convenience Closest to me/local Parking/Free parking Good prices/best prices Late opening/24 hours Knowledge of the store/used to it Easy access Friendly staff/know staff personally I can get everything under the one roof Like the products/better choice/wider range of goods Good quality of goods All others 1% or less - Wave 3 2009 Wave 2 2008 Wave 1 2008 (+11%)
12 Change in Grocery Shopping Since the Start of the Year (Base: All main grocery shoppers – 562) YesNo Change in Grocery Shopping 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. (51%)(49%) () = Wave 2 2008 % Male 38% Female 54% ABC1 58% C2DE 49% Continual change evident, setting in habits not evident yet.
13 % Wave 3 2009 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) 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. % Cutting back on treats for you/family Buying cheaper versions of products (e.g. own brands rather than regular) Taking more advantage of special offers, using coupons, etc. Buy less Spreading your grocery shopping over different supermarkets and stores to get the best value Switched your main grocery shopping from a different retailer to the one you use now Started shopping up North (across the border) Do without or cut back e.g. buy less meat Changes to Grocery Shopping % Wave 1 2008 Wave 2 2008 (-8%) (+14%) ** Not asked in previous waves **
14 Reasons for Changing Shopping Habits (Base: All who have changed their shopping habits – 281) 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. % Spending Less It’s Cheaper Cut Down/Buy Less Shop at discounter stores more often Buy More Special Offers Always Looking for Best Price Recession Due to price increases To Get Better/Different Selection Don’t Know All others 2% or less Wave 3 2009Wave 2 2008 % -
Shopping Habits – Key Influences
16 Shopping Around (Base: All aged 15-74 – 1,000) Supermarkets & Newsagents Shops selling clothing or footwear Insurance products & services Shops selling furniture or household appliances Airlines Car dealers Petrol stations Building and related service Restaurants or hotels Communications services Comparison of prices 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. I always compare/shop around for better prices I sometimes compare/shop around for better prices % 75% Where most likely to shop around/compare prices* % I very rarely compare/shop around for better prices I never compare/shop around for better prices 75% # All others 1% or less % * New Question
17 Key Influencing Factors in Determining Where to Shop % Price Price has increased its importance as a key influencing factor in determining where to shop. Strongest Influencing Factor (Base: All Aged 15-74 – 1,000) % Wave 3 2009Wave 2 2008 Convenience Shopped there previously Service Other Don’t know
18 Biggest Influencing Factors Across Sectors – I Supermarkets and newsagents* Shops selling clothing or footwear Insurance products & services Car dealers Airlines Petrol stations Shops selling furniture/ household appliances Building & related services Restaurants or hotels Communications services Travel agents Pubs PriceConvenienceService Having shopped there previously %% (Base: All aged 15-74 – 1,000) 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 – * Asked of the full sample – both grocery shoppers and non-grocery shoppers.
19 Biggest Influencing Factors Across Sectors – II Entertainment at home Personal care Banking products & services Pharmacies Energy suppliers Entertainment outside the home TV service providers Public transport Local authority bin services Education providers PriceConvenienceService Having shopped there previously %% (Base: All aged 15-74 – 1,000) – # New question – – – – – – – – –
Appendix Branded v. Unbranded Product Category Choices
21 Branded Goods Most Likely to Buy % (Base: All main grocery shoppers – 562) Own Brand V’s Branded Goods – I Tea/coffee Breakfast cereal Yoghurts Bread Chocolate/sweets Butter/spreads Soft drinks Toiletries Toilet tissue/kitchen towel Household cleaning products Milk Tinned/frozen food Biscuits Juice drinks Toiletries Bread * New Question Own 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.
22 Branded Goods Most Likely to Buy % (Base: All main grocery shoppers – 562) Own Brand V’s Branded Goods – II Beer Biscuits Juice drinks Tinned/frozen food Milk Household cleaning products Baby products Toilet tissue/kitchen towel 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. Butter/spreads Breakfast cereal Soft drinks Yoghurts Chocolate/sweets Tea/Coffee Beer Baby products * New Question Own Branded Goods Most Likely to Buy
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