a detailed look at deferred grocery shopping in ireland · aldi=153, centra=219, bwg=218, ......
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Growing the success of Irish food & horticulture
Growing the success of Irish food & horticulture
A detailed look at Deferred Grocery Shopping in Ireland
2
Research Approach
• 658 households over 2 weeks. • 6,833 individual shopping trips. • Tesco=142, Dunnes=117, SuperValu=115, Lidl=112,
Aldi=153, Centra=219, BWG=218, Forecourts=248
Household Diary
3rd June-20th June 2014
3
Setting the Grocery Context
4
Current Shopper Climate
Connected Shopper
Mature recession
Dispersed Shopping
Rise of Aldi & Lidl
5
Current Climate: Detail
Mature Recession
● Forest of deals and offers at POS in every category
Shoppers navigate by aisle ends and special price signage
● Value of deals scrutinized to avoid:
Poor quality
Wastage (especially fresh fruit and veg)
Being ripped off
“..it was only when I was looking at my receipt when I got home it was two for 3.50. so they were actually 50 cent dearer to buy the two together. And I have found that so many times I do feel you get conned into buying stuff”
Self control strategies to inhibit impulsive swooping on offers
Mental or actual shopping list
● Shops own brand considered / adopted across many categories
Realistic alternative (especially premium own brand)
Note: With a two tier recovery (Dublin vs outside), those outside will hold onto the need to value shop longer.
6
Current Climate: Detail
Rise of Aldi & Lidl
● Mainstream acceptance of discounters:-
Key component of grocery shopping in many households
Sense of fitting with the economic climate
● Clear rationale for use recently/frequently updated (NB. Newsworthy and relevant, mind share possibly greater than actual share of shopping):-
Fresh bread (Lidl)
Really cheap veg (Aldi)
Some also buy Irish meat there (Aldi)
● ‘Breadline’ consider use a necessity, others register as part of ‘smart shopping’
nowadays.
● Recent TV ads support sense of ‘coming of age’:-
Brands take on ‘character’ not just price defined
7
Evolution of Discounter Shopping
Role of Aldi & Lidl continues to evolve. Actual role varies by region social class and local store repertoire.
NB. Some over claim in usage evidence.
Cautious trial
(Embarrassed to be seen with bag)
Experimentation Intermittent Regular split shopping
Practical non-food
Reading flyers
Selected food areas
‘Fun’ non-food
(Smart shopper discount
chic)
Over time
Discounter is my main
Continue split trips
Not worth hassle (petrol/price benefit queried/time consuming)
Fresh bread Lidl
Deluxe range treats
Key transition point
Fresh fruit & veg jaw drop price
8
Current Climate: Detail
Dispersed shopping
● Many now split their main shopping between a number of retailers to avail of better value:
Due to incomplete offer (i.e. some branded items not available)
● Minority claim to have returned to a more simplified one store approach (not worth hassle of visiting several stores).
But most consider dispersed shopping the smart thing to do
● Given that most also conduct regular top up trips this can result in a much wider repertoire of retailers on weekly basis.
● However, online shopping still has many barriers to overcome – not least the ‘smartness’ of spreading the shop over different stores.
9
Current Climate: Detail
Informed shopper
● Regular active scanning of supermarket flyers and newspaper ads:-
Welcomed deal information
‘Anchor’ products can drive store selection in very directed way (especially meat and wine). There is a seasonal aspect here.
It’s worth stressing that some products have a bigger anchoring influence, not just because of their perceived price, but because of their perceived significance.
● Meat:
The central part of every meal. We often refer to a meal by its meat constituent, rarely the other elements
Poor quality can be a real problem – not just unpleasant, but dangerous
For Mum, a sense of success can be tied to buying good quality meat at the right price
● Wine:
A symbol of modern Ireland and our connection with European values
A significant part of alcohol consumption at home
An area of experimentation, discovery and delight where trial of new cheaper options is always worthwhile
10
Anchors
● Store selection can be motivated by a range of ‘missions’, some of which are quite broad and habitual:
Where much of the selection is based on past behaviour, convenience and a ‘large basket’ trip.
● However, store level missions can have a much more narrowly defined focus where the store is selected based on a specific destination, product or offer for example:
Often resulting from the effective communication of an ‘anchor product’ offer (alcohol, meat, nappies). So much so that in some households there is a weekly routine of checking the flyers and newspaper ads before planning their supermarket trips.
● NB: even where the initial focus is narrowly focused on one category, a store level mission may lead to shopping of other categories.
10
Main Weekly Stock-Up
Offer Swooping
11
Who are grocery shoppers?
12
Profile Of Households Base: All Households – 658
41
0
24
0
73
0
73
52
0
29
0
15
0
23
7
0
13
0
11
0
4
0
21
0 0
7
0
1
0
6
0
Social Class
Household Size
Accommodations Type
Broadband Access
% % % %
ABC1
C2DE
F1F2
1 person
2 people
3 people
4 people
5 people
6+ people
Detached/ semi-detached
Terraced
Apartment/flat
Not stated
Yes
No
N/S
13
Grocery Shopping Headlines
14
83% normally buy some product on their grocery shopping trip that they
hadn’t planned to. (Rises to 90% among 3-4
people households).
Despite good intentions impulse purchasing is alive and well Base: All households - 658
68% spend more on grocery shopping than
they’d originally planned to. (Higher among those living in the Dublin and
ROL regions)
46% always have a shopping list when doing their main stock-up shop and try to stick to it. (53% among
shoppers from 5+ person households).
41% feel guilty if they go over budget when grocery
shopping. (46% among females, 30% of males).
15
A natural desire for brands and quality is evident….however brands have been damaged Base: All households - 658
77% want to choose their preferred brand as long as the price doesn’t
seem too much.
73% believe that quality is more important than price when buying food
or drink (rises 78% among ABC1s)
62% find the quality of private label food and drink products is as good as, if not better than leading brands.
(Rises to 68% among working class).
Only 56% agree that price is the most important thing when buying food and drink for the household – note
53% check the relative prices of brands when in a supermarket
16
Shopping is like a military exercise Base: All households - 658
60% plan their shopping for food and drink on-the-go
now and buy in bulk in the supermarket rather than
buying them in a convenience store. (Rises to
72% among larger households).
49% go to a variety of stores to get products at different prices/offers. (58% among C2DE and 66% among
households with 5+ people).
2 in 3 tend to organise top-up shops around
routines - way to / from work, or around children’s extra-curricular activities
(eg classes, sports, etc
17
The savvy shopper Base: All households - 658
37% are sceptical about so-called ‘bargains’
(Highest among Dunnes Stores most often shoppers at 49%)
72% always let friends / family know if they come across a good
bargain when grocery shopping
35% regularly compare the advertised offers (e.g. in brochures,
leaflets, ads) between supermarkets
18
42% look out for country of origin information when buying food or
drink and always try to buy Irish. (Higher among females, farmers, those
living in Dublin and Supervalu most often
shoppers)
Irishness has a role, most likely deeper than just country the country Base: All households - 658
47
46
42
40
35
34
33
SuperValu /
Superquinn
Centra
Tesco
Dunnes Stores
Spar
Aldi
Lidl
% look out for county of origin x store used most often %
19
Reassurance and brand building important Base: All households - 658
59% are always reassured when they see the Bord
Bia quality mark. (Higher among those aged
45+, farmers and also those living in the Dublin
area).
20
33% always read the labels for nutritional information (40% of
females, 17% males).
But limited attention, especially if online takes off Base: All households - 658
14% have ordered groceries online and liked the
experience.
21
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