Download - Irish shopping trends and pricing
National Consumer Agency
Market Research Findings:Shopping and Pricing
November 2011Research Conducted by
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Key Findings
Section 1: General Shopping and Pricing
Section 2: Grocery Shopping
Research Background and Methodology
Profile of Sample
Table of Contents
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Key Findings
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Key Findings
• 82% (11 percentage points) of consumers say that they shop around, the number that do not has halved from 10% to 5%
• Almost 3 in 4 consumers (74%) do not compare prices in relation to doctors, hospitals and other medical providers
• 66% of consumers do not compare prices when purchasing from pharmacies
• Over the last year there has been a significant increase in convenience as a key influencing factor in determining where to shop, up 10% percentage points to 23%, whereas price has fallen 19% points, from 72% in June 2010 to 53% currently
• Over 4 in 5 (82%) check the price of products but consumers are less likely to check unit pricing with over 1 in 4 (28%) never doing so and less than 1 in 2 (47%) examining unit pricing sometimes or all the time
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Key Findings – Grocery Shopping
• 4 in 5 (81%) shoppers now believe that you need to shop around in order to achieve the best value
• Price remains the number one determining factor in deciding where to carry out the main grocery shop, although falling by 9% points to 63%, with convenience considered the second most important factor, increasing by 5% points to 54%
• The average grocery shop now consists of 65% branded goods with the remaining 35% being own brand products.
• For own brand products, 37% of main grocery shoppers are primarily concerned with the quality of the product. The second biggest influencing factor as cited by 34% is price
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Section 1: General Shopping and Pricing
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3324 26 25 32
49
47 4842
43
1319 17
2116
10 9 12 95
May/June-11 Nov/Dec-10 Jun-10 Nov/Dec-09 Jun-09
Shopping Around(Base: All aged 15-74 – 1,000)
Comparison of prices
I always compare/shop
around for better prices
I sometimes compare/shop
around for better prices
75%
I very rarely compare/shop around
for better prices
I never compare/shop around for better prices
%%%%%
67%74%
71%82%
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Most Influencing Factor in Determining Where to Shop When Comparing Prices – I
(Base: All that have purchased from each sector in past 12 months)
Convenience stores/
Newsagents
1 2 3 3 1
22 26 24
6 10
11
21 17
8 7
9 25
2812
10
19 2
7
4
45
23 29
48
66
11
%Online Ads
Restaurants, Take-Aways,
Hotels
In-Store Ads
Media e.g. TV, Radio, Newspaper
Leaflets received in home
Don’t compare prices
Pharmacies
% % % %
Clothing/FootwearSupermarkets
Recommendations
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Most Influencing Factor in Determining Where to Shop When Comparing Prices – II
(Base: All that have purchased from each sector in past 12 months)
216
1 48 7
9
2
2475
26
5
12
19
16
16
252
1
5
2
2
50
68
28
74
33
31
Online AdsIn-Store Ads
Media e.g. TV, Radio, Newspaper
Leaflets received in home
Don’t compare prices
Personal Care
Doctors, Hospitals,
Other MedicalPetrol
StationsCommunication
ServicesPubs
Recommendations
–% % % % %
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Most Influencing Factor in Determining Where to Shop When Comparing Prices – III
(Base: All that have purchased from each sector in past 12 months)
8 621
8 86
3
4
5 2
14 29
21
20 28
18
28
1917
2
10
4
412
4834
22
4433
22
Online Ads
In-Store AdsMedia e.g. TV,
Radio, Newspaper
Leaflets received in home
Don’t compare prices
Banking Products &
Services
Entertainment Outside the
HomeTV Service Provider
Insurance Providers
Energy Suppliers
Recommendations
% % % % %
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Most Influencing Factor in Determining Where to Shop When Comparing Prices – IV
(Base: All that have purchased from each sector in past 12 months)
7 4
47
8 6
17
2
3
7 17
16
11
18
12
31
16
11
11
224
13
1
2
83954
20
60
16
17
Online Ads
In-Store Ads
Media e.g. TV, Radio, Newspaper
Leaflets received in home
Don’t compare prices
Entertainment at Home
Public Transport
Furniture StoresAirlines
Local Bin Authority
Recommendations
% % % % %
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Most Influencing Factor in Determining Where to Shop When Comparing Prices – V
(Base: All that have purchased from each sector in past 12 months)
5 6
28
95 4
9
79 9
19
23
54
20
31
3
5 1457
22 23 26
21
Online AdsIn-Store Ads
Media e.g. TV, Radio, Newspaper
Leaflets received in home
Don’t compare prices
Education Providers Car Dealers
Travel Agents
Building & Related Services
Recommendations
% % % %
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May/June ‘11
53 5772
65 70
23 19
1317 13
13 127 10 8
65 6 5
3 3 1 2 21 3 2 27
Key Influencing Factors in Determining Where to Shop
%
Price
Strongest Influencing Factor
(Base: All Aged 15-74 – 1,000)
Nov/Dec ‘09
Convenience
Shopped there previously
ServiceOther
Don’t know
June ‘09
% % % %
June ‘10Nov/Dec ‘10
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38
1833 32
44
29
38 34
12
25
1717
2812 17
6
Incidence of Checking Prices
(Base: All aged 15-74 – 1,000)
All the time
ReceiptsUnit pricing of products
%
Prices of products
Special offers are accurately recorded
on receipts
% % %
Sometimes
Very rarely
Never
() = Nov/Dec 2010
82%(84%)
47%(51%)
71%(74%)
66%(71%)
(38)
(46)
(9)
(7)
(16)
(35)
(25)
(24) (11)
(15)
(42)
(32) (31)
(40)
(15)
(14)
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Section 2: Grocery Shopping
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2738
2032
44
47
54
56
14
8
12
55
1156 2 3 2
9
Total Nov/Dec ‘10 June ‘10
% % %
(Base: All aged 15-74 – 1,000)
Overall Awareness of the Price of Everyday Goods
All responsible for the main grocery shop – 502 (50%)
71% aware of prices
74%
88%
Very aware of the prices (5)
Fairly aware of the prices (4)
Don't really know the prices (3)
Not at all aware of the prices (1)
Somewhat unaware of the prices (2)
(13)
(43)
(18)(15)
(11)
() = Nov/Dec 2010
May/June ‘11%
85%
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Attitudes to Supermarkets
54
54
36
27
11
1125
12
41
1
5
(Base: All main grocery shoppers - 502)
You need to shop around in order to achieve the best value
The supermarket that offers the best value for money changes week on week
There is one supermarket that is cheaper than all the rest
Agree(4)
Agree Strongly (5) Neither
/Nor (3)
Mean Score
14 4.0
22 3.6
23 3.2
Disagree(2)
Disagree strongly(1)
47%
81%
65%
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60 58 62 70 72 63
55 43 49 47 4954
20 18 17 20 22 22
9 8 15 9 8
12 10 11 13 12 16
10 10 8 6 10 96 6 6 6 8 10
12
Nov/Dec-08 Jun-09 Nov/Dec-09 Jun-10 Nov/Dec-10 Jun-11%
Price
Convenience
Parking
Late Night Opening
Quality of Product
Loyalty
% % % %
Support Local
%
Main Reasons for Choice of Supermarket for Main Grocery Shop
(Base: All responsible for main grocery shop - 502)50%
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Change in Shopping Behaviour & Incidence of Online Shopping
(Base: All main grocery shoppers - 502)
13111
80
4
Once a week
%Split my grocery shop across different retailersNo longer do a main shop but a number of smaller shopsPurchase more own brand productsChoose a store dependent on the offers advertisedSwitched the store in which i do my main shop
Do my grocery shopping online
Purchase less items
Nothing, there has been no change
33
13
13
12
10
2
1
36
%
Every 2 weeksEvery 3 weeksOnce a month
Less often
Never
Change within past 12 months Frequency of Shopping
Online for Groceries
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Own Brand Versus Regular Brand
65%35%
%
50%
(Base: All main grocery shoppers – 502)
Nov/Dec 2010
64%
36%
%
June 2010
62%
38%
Own Brand
Regular Brand
%
Nov/Dec 2009
Higher amongst–Those who are not aware of the prices of everyday goods (69%).–Males (70%).–55+ (69%).
Own Brand
Regular Brand
Own Brand
Regular Brand
65%
35%
%
May/June 2011
Own Brand
Regular Brand
Higher amongst–Those who are not aware of the prices of everyday goods (74%).–55+ (71%).–ABC/F50+(70%).
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Own Brand Versus Regular Brand Preference – I(Base: All responsible for grocery shop who purchase each of the products)
Regular brand
Own brand
Regular brand
Own brand
50%
Beer Tea/Coffee Breakfast cereal
Chocolate/ sweets
Baby Products
Yoghurts Bread Fresh meat Frozen meat Soft drinks
( ) = +/-% vs Nov/Dec 2010
87
13
63
37
84
16
76
24
80
20
75
25
75
25
75
25
72
28
62
38 (+10%)
(+4%) (+4%)
(+8%)
(+5%)
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Own Brand Versus Regular Brand Preference – II(Base: All responsible for grocery shop who purchase each of the products)
50%
75
25
66
34
Deli/Processedmeat
Butter/ spreads Toiletries Tinned/
frozen food Biscuits
64
36
61
39
59
41
54
46
Juice drinks
47
53
34
66
26
74
Milk Household cleaning products
Toilet tissue/ kitchen towel
Regular brand
Own brand
Regular brand
Own brand
(+7%)
( ) = +/-% vs Nov/Dec 2010
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Factors Which Influence Choice for Own Brand Products – Volumetric Analysis
34
37
3
142
19
%
Price
Packaging
Past Experience
Advertising
Don’t purchase own branded productsRecommendations
(Base: All main grocery shoppers – 502)
Quality
15-24 year olds (41%)
Higher Amongst
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Reasons for Not Purchasing Own Brand Products within Different Sectors/Categories
%
(Base: All main grocery shoppers – 502)
Full-time workers (50%). 45-54’s (48%),
ABC1/F50+ (48%), Dublin (48%).
Higher Amongst
Happy with quality of existing product
Happy with price of existing product
Unsure of the quality of own brand equivalent
Not familiar with/Aware of own brand equivalent
Have been advised against own brand equivalent
Own brand quality not as good as branded
44
31
30
11
5
1
55+ (37%)
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Special Offer Seekers?50%
(Base: All responsible for the grocery shop – 502)
28 25
66 73
6 2
Select a particular store to visit based on special
offers advertised
Don't buy special offers
%
Visit your usual store and pick up special offers while
you are there
May/June ‘11 Nov/Dec ‘10
%
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Research Background and Methodology
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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 and social class
Interviewing was conducted over a four week period in May/June 2011
A. Research Background and Methodology
Nov/Dec 2007
Aug 2008Nov/Dec
2008
Nov/Dec 2009 June 2010Nov/December
2010
Benchmark
Wave 4 Wave 5
Wave 1 Wave 2
Wave 6
Current Wave
May/June 2011
Wave 7
May/June 2009
Wave 3
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1728
4822
52
19
2816
1826
49
26
51
SEX AGE REGIONSOCIALCLASS
B. Profile of Sample – I
(Base: All aged 15-74 – 1,000)
Male
Female
% % % %
15-24
25-34
35-44
45-54
55+
Dublin
Rest of Leinster
Munster
Conn/ Ulster
ABC1 F50+
C2DEF50-
MAIN GROCERY SHOPPER
Yes No50%50%
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5
25
4620
54
24
28
18
1833
22
29
78
SEX AGE REGIONSOCIALCLASS
B. Profile of Sample – II – Main Grocery Shoppers
(Base: All Mainly Responsible for Grocery Shopping in Home – 504)
Male(49)
Female(51)
% % % %15-24
(17)
25-34(22)
35-44(19)
45-54(16)
55+(26)
ABC1 F50+(48)
C2DE F50-(52)
50%
( ) = Total Sample
Dublin(28)
Rest of Leinster
(26)
Munster(28)
Conn/ Ulster
(18)
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75
75
95
90
88
74
41
48
49
29
63
56
53
36
70
69
62
78
72
74
56
49%51%70%30%
B. Profile of Sample – III – Internet Use
(Base: All aged 15-74 – 1,000)
USE INTERNET
No Yes
EVER PURCHASED ONLINE
No Yes
BANKING ONLINE
No Yes
(Base: All Internet Users - 750) (Base: All Internet Users - 750)
75%
25%
() = figures from Nov/Dec 2010
(72%)
(28%)(48%)(52%)(30%) (70%)
Male
Female
15-24
25-34
35-44
45-54
55+
% Yes
Male
Female
15-24
25-34
35-44
45-54
55+
% Yes
Male
Female
15-24
25-34
35-44
45-54
55+
% Yes
