Shopper trends March 2010
Summary
Kantar Worldpanel data from 3,000 representative Irish households showed declining grocery market value and household spend in 2010, alongside a shift towards lower‑priced and budget products.Publication details
- Publication date:23 May 2010
- Industry:Wholesale & retail trade - G
- NACE code:Retail trade - G.47
Documents
Research report grocery market review March 2010PDF | 1667 KBResearch report grocery market review March 2010 PDF | 1667 KB - Opens in new window
The data
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 valuable information on 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 a fifth of their total weekly expenditure on groceries.
A recent presentation by Kantar to the National Consumer Agency gives a summary update of grocery and shopper trends up to 21 March 2010.
Key results noted in the presentation included:
- A year-on-year decline in the market by 5% in value, losing over €460 million over 52 weeks
- A decrease in household grocery spending by 7.5% in the same period
- A move away from premium to budget products
- A major shift to products priced under €3
- Cross-border share falling back
