Price is key when choosing where we buy our groceries
The days of the weekly grocery shop are also over, with only 2% of people now doing one large shop in one grocery store.
The results are contained in a new study called ‘Shopper Nation 2014’, which examines the shifting behaviours, attitudes and perceptions of more than 1,000 Irish shoppers.
Conducted by shopper marketing specialists Visualise, the study revealed how shoppers are drifting away from traditional routines and demanding more from retailers in return for their custom.
The study found that the most important factors for shoppers when choosing which store to do their main shopping are price, followed by quality of fresh produce and range of products on offer.
The main reasons for shoppers doing their shopping in multiple stores are price (64%), range of products (49%), and convenience (35%).
Irish shoppers spend an average of between €76 and €100 on their weekly grocery shop, with the average shopper doing their groceries two to three times a week for between 31 and 45 minutes at a time.
Most shoppers have a Tesco Clubcard (81%) and/or a Dunnes Stores Value Club Card (73%). Almost six out of 10 shoppers believe loyalty card schemes have rewarded them with good offers and value. More than two fifths (43%) of shoppers use coupons at least once a month.
A third of shoppers (34%) always shop alone, while almost four fifths (78%) of parents sometimes or always shop with children. Only three in 10 shoppers make a shopping list forevery shopping trip
The majority of shopping lists are still written on paper, but one third of 18- to 34-year-olds who make lists do so on their mobile phone.
Commenting on the research findings, general manager of Visualise Eoghan Phelan said the recession has led to shoppers dramatically changing their habits over recent years.
“Irish shoppers’ attitudes and behaviours have shifted dramatically in recent years, with more and more moving away from the traditional once-a-week shop to shopping more frequently across a number of different stores,” said Mr Phelan.
“It is essential that fast moving goods brands and retailers understand the implications of this new mind-set. Shoppers have more options than ever before and are actively seeking better value for money and improved in-store experiences.”
Mr Phelan said given the changes in the mindset of Irish consumers, there was scope for retailers to offer more innovation and better value.
“Analysing the research data we can clearly see that there are excellent opportunities for brands and retailers to add value for the shopper in store without relying on an unsustainable discounting strategy,” he said. “There is also strong scope for innovations in the area of couponing and in-store marketing, to name just two key areas.”
The remaining three reports contained in the ‘Shopper Nation 2014’ study will be published throughout the summer.
