Shopper trends March 2012
Summary
Shopper trends data from early 2012 shows modest grocery market growth, with consumers trading down, buying more promotions and spending less per trip.Publication details
- Publication date:5 May 2012
- Industry:Wholesale & retail trade - G
- NACE code:Retail trade - G.47
Documents
Research report grocery market review March 2012PDF | 5792 KBResearch report grocery market review March 2012 PDF | 5792 KB - Opens in new window
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 18 March 2012.
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 18 March include:
- The annual market sales are ahead of last year, with growth of +0.2% year-on-year, however over the shorter term (12-week period), market value has declined by 0.5%.
- Shoppers are responding to price increases by either purchasing more items on promotion or trading down to cheaper products.
- Consumers are making more shopping trips, but the average spend per trip has reduced by 3.7%.
- Private label continues to be important as a method of reducing spend with a market share at 35.4%.
