Shopper Trends Feb 2014
Summary
Kantar Worldpanel data from 3,000 Irish households shows overall grocery market growth of 0.8% annually, despite a slight quarterly decline. Shoppers continue to manage price inflation by buying on promotion and trading down to cheaper lines. Household grocery spend rose year on year, driven by higher Christmas volumes and inflation. Shopping frequency increased, while private label share remained well ahead of the previous year.Publication details
- Publication date:18 February 2014
- Industry:Wholesale & retail trade - G
- NACE code:Retail trade - G.47
Documents
Research report grocery market review 2014PDF | 6717 KBResearch report grocery market review 2014 PDF | 6717 KB - Opens in new window
Irish grocery market trends and consumer behaviour
Kantar Worldpanel monitors the grocery retailer take-home purchasing habits of 3,000 demographically representative Irish households. Detailed information is collected on the purchasing habits of these households.
This data provides very valuable information relating to consumer purchasing patterns and behaviours in a market which is an important area of expenditure for all consumers, given that the average household in Ireland spends approximately one fifth of their total weekly expenditure on groceries.
Their recent data provides a summary update of shopper trends up to 5th January 2014.
The presentation examines:
- Total spend in the grocery market
- Sectoral performance in the grocery market
- Branded and own brand market shares
- Changes in shopper behaviour
- Comparable data for the UK grocery market
Some of the key findings to September 15th include:
- The market is seeing positive growth on an annual basis of +0.8% but the latest quarter has been more difficult with a -0.2% decline.
- While there has been price inflation, shoppers continue to compensate for price increases by purchasing on offer and trading down to cheaper lines. Increased volume bought over the Christmas period together with price inflation has resulted in year on year household spend increasing by +0.7%.
- Irish households are making more trips this period, with frequency up by +0.8% and spend per trip has remained steady.
- Although the private label share of the grocery market slowed during the lead up to the Christmas period, it is still well ahead of last year.
