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Irish consumer research about grocery shopping
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Grocery Shopper Research
A Presentation Prepared For The National Consumer Agency
September 2008By
2
Amárach Research was commissioned in 2008 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 of data collected in 2007/early 2008 with the current consumer landscape.
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 August 2008.
The findings in this presentation summarise the grocery shopping section of the survey – additional details from the survey will be published at a future date.
A. Research Background & Methodology
3
Sample Profile
4
6
45
11
16
25
22
37
2719
9
2217
610
782
46
9
54
SEX AGE MARITAL STATUS SOCIAL CLASS
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-
46%54%
MAIN GROCERY SHOPPER
Yes No
5
1
52
108
2424
24
2926
14
2320
712
6101
20
1080
SEX AGE MARITAL STATUS SOCIAL CLASS
B. Profile of Sample – II – Main Grocery Shoppers
(Base: All Mainly Responsible for Grocery Shopping in Home – 538)
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-
6
B. Profile of Sample – III – Internet Use
(Base: All Respondents – 1,000)
62%38%
USE INTERNET
No Yes 67%33%
EVER PURCHASED ONLINE
No Yes 60%40%
BANKING ONLINE
No Yes
(Base: All Internet Users - 621) (Base: All Internet Users - 621)
Grocery Shopping
8
Average Spend on Main Grocery Shop
4
9
22
26
21
18
Up to €50
€51 to €75
€76 to €100
€101 to €150
€151 to €200
€200+
Average Spend
Average Spend %
(Base: All main grocery shoppers – 538)
€173.60
Q.50: In a typical week, how much on average would you spend on your main grocery shop?
9
1-10%
11-20%
21-30%
31-40%
41-50%
51-60%
61-70%
71-80%
81-90%
91-100%
Don’t know
Average (excl.DK)
Q.51: Thinking about your main grocery shopping, roughly what share of your groceries are the supermarkets own brands and what share are the regular brands?
17
14
13
7
16
6
2
4
3
17
2
4
3
6
16
7
9
16
15
14
7
Own Brand Share
Regular Brand Share
% %
–
Own Brands Vs. Regular Brands
(Base: All main grocery shoppers – 538)
36.35% 67.94%
Own Vs. Regular
10
Main Reasons for Choice of Main Grocery Shop
(Base: All main grocery shoppers – 538)
NB: July results based on different methodology
(telephone survey).
Price has overtaken convenience in recent months as a driver of choice of main grocery shop. Parking has
also, however, become more of a driver.
Men are more likely to cite convenience as a reason for
choosing their main shop while price is more important
to C2DEs.
Quality of produce is more a factor among ABC1s than
lower social classes.
56
43
17
13
12
8
6
7
Price
Convenience
Parking
Quality of Product
Late night opening
Loyalty
Support local shops
Other
Q.53: What are your main reasons for shopping there?
Main ReasonsJuly 2008Wave 1 2008
31
61
9
21
5
**
**
** Not asked in July 2008. Please note, different methodologies used.
11
Features of Convenience which Determine Choice of Shop
(Base: All choosing their main shop for convenience – 231)
Location of the store accounts for the largest share of the element of “convenience” when choosing main shop.
%
62
16
9
9
5
5
3
3
3
8
12
Closest to me/local
Parking/Free parking
Knowledge of the store/used to it
Good prices/best prices
Friendly staff/know staff personally
Late opening/24 hours
Easy access
I can get everything under the one roof
Like the products/better choice
Other
Don’t know
Q.53a: In what way(s) is it more convenient for you to shop in that particular supermarket or shop?
Features of Convenience
12
Change in Grocery Shopping Since the Start of the Year
(Base: All main grocery shoppers – 538)
Q.54: Since the start of the year, has the way you do your grocery shopping changed in terms of what you buy and where you shop?
63%37%Yes No
Change in Grocery Shopping
Female shoppers are more likely than their male counterparts to have changed their shopping behaviour
as are those aged 25-44.
13
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 – 201)
15-24 year old are more likely than other age groups to be buying cheaper versions of products now and also to have cut down on buying some items, e.g. less meat. Lower
social classes are more likely to have started buying cheaper versions of products.
%
48
31
31
30
21
13
9
7
2
Buying cheaper versions of products (e.g. own brands rather than regular)
Cutting back on treats for you/family
Spreading your grocery shopping over different supermarkets and stores to get the best valueTaking more advantage of special offers, using coupons, etc.
Buy less
Spending a lot more just because of an increase in the overall cost of groceries
Do without or cut back e.g. buy less meat
Switched your main grocery shopping from a different retailer to the one you use now
Other
Q.55: what have been the main changes to the way you do your shopping since the start of the year?
Changes to Grocery Shopping
14
10
7
4
3
212
8
14
12
6
Groceries Bought More or Less of in Past 6 Months
(Base: All main grocery shoppers – 538)
Green grocer
Butcher
Bakery
Health Stores
Specialist Food Shops
Groceries Bought
Q.59: In terms of the groceries that you buy, which of the following have you bought more or less of in the past 6 months?
No Change N/A
69% 15%
72% 9%
70% 12%
50% 39%
47% 39%
MoreLess
11 Kingswood Business Centre4075 Kingswood Road
Citywest Business CampusDublin 24
T. (01) 410 5200E. [email protected]. www.amarach.com