Grocery Shopper Research

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Grocery Shopper Research A Presentation
Prepared For The National Consumer
Agency September 2008 By
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A. Research Background Methodology

• 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.

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Sample Profile
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B. Profile of Sample I
(Base All aged 15-74 1,000)
MAIN GROCERY SHOPPER




AB
15-17
18-24
Married
Male
C1
Yes
No
25-34
Living as Married
C2
35-44
Single
Female
D
45-54
55-64
E
Wid/Div/ Sep
F50
65-74
F50-
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B. Profile of Sample II Main Grocery Shoppers
(Base All Mainly Responsible for Grocery
Shopping in Home 538)




15-17
AB
18-24
Male
25-34
C1
Married
35-44
C2
Living as Married
Female
45-54
Single
D
55-64
E
Wid/Div/ Sep
65-74
F50
F50-
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B. Profile of Sample III Internet Use
(Base All Respondents 1,000)
USE INTERNET
EVER PURCHASED ONLINE
BANKING ONLINE
(Base All Internet Users - 621)
(Base All Internet Users - 621)
Yes
Yes
Yes
No
No
No
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Grocery Shopping
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Average Spend on Main Grocery Shop
(Base All main grocery shoppers 538)
Average Spend

173.60
Q.50 In a typical week, how much on average
would you spend on your main grocery shop?
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Own Brands Vs. Regular Brands
(Base All main grocery shoppers 538)
Own Vs. Regular
Own Brand Share
Regular Brand Share



36.35
67.94
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?
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Main Reasons for Choice of Main Grocery Shop
(Base All main grocery shoppers 538)
Main Reasons
July 2008
Wave 1 2008
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.


Q.53 What are your main reasons for shopping
there?
Not asked in July 2008. Please note, different
methodologies used.
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Features of Convenience which Determine Choice of
Shop
(Base All choosing their main shop for
convenience 231)
Features of Convenience

Location of the store accounts for the largest
share of the element of convenience when
choosing main shop.
Q.53a In what way(s) is it more convenient for
you to shop in that particular supermarket or
shop?
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Change in Grocery Shopping Since the Start of the
Year
(Base All main grocery shoppers 538)
Change in Grocery Shopping
Yes
No
Female shoppers are more likely than their male
counterparts to have changed their shopping
behaviour as are those aged 25-44.
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?
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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)
Changes to Grocery Shopping

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.
Q.55 what have been the main changes to the way
you do your shopping since the start of the year?
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Groceries Bought More or Less of in Past 6 Months
(Base All main grocery shoppers 538)
Groceries Bought
More
Less
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?
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