Irish consumer research about grocery shopping

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

3. Sample Profile

4. 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- MAIN GROCERY SHOPPER Yes No

5. 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) USE INTERNET No Yes EVER PURCHASED ONLINE No Yes BANKING ONLINE No Yes (Base: All Internet Users - 621) (Base: All Internet Users - 621)

7. Grocery Shopping

8. Average Spend on Main Grocery Shop % (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? Up to €50 € 51 to €75 € 76 to €100 € 101 to €150 € 151 to €200 € 200+ Average Spend Average Spend

9. Own Brands Vs. Regular Brands 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? Own Brand Share Regular Brand Share % % – (Base: All main grocery shoppers – 538) 36.35% 67.94% 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) 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. Q.53: What are your main reasons for shopping there? July 2008 Wave 1 2008 ** ** ** Not asked in July 2008. Please note, different methodologies used. Price Convenience Parking Quality of Product Late night opening Loyalty Support local shops Other Main Reasons

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. % Q.53a: In what way(s) is it more convenient for you to shop in that particular supermarket or shop? 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 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? Yes No Female shoppers are more likely than their male counterparts to have changed their shopping behaviour as are those aged 25-44. Change in Grocery Shopping

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. % Q.55: what have been the main changes to the way you do your shopping since the start of the year? 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 value Taking 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 Changes to Grocery Shopping

14. Groceries Bought More or Less of in Past 6 Months (Base: All main grocery shoppers – 538) 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? More Less Green grocer Butcher Bakery Health Stores Specialist Food Shops Groceries Bought No Change N/A 69% 15% 72% 9% 70% 12% 50% 39% 47% 39%

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