Grocery Shopping and Pricing 2012

2 March 2012

In November 2011 the National Consumer Agency continued its programme of consumer research with a view to monitoring, analysing and recording patterns of consumer behaviour and experiences in Ireland.

The research, carried out by Amárach Research, was conducted by means of face-to-face interviewing with a nationally representative sample of 1,000 people between the ages of 15 to 74.

The key findings in relation to Irish consumers’ experience and attitudes with regard to shopping and pricing are:

  • 85% of consumers report that they shop around when purchasing goods and services, an increase of 3% since May/June 2011
  • Price remains the leading influencing factor in determining where to shop at 56% (?3%) with convenience the second most influencing factor at 21% (?2%)
  • Nearly 4 in 5 (78%) consumers state that they are aware of the price of everyday goods, an increase of 7% since the previous iteration of research. Amongst those responsible for the main grocery shop, this figure increases to 93%, an all-time high for the series of research


In relation to grocery shopping

  • Price remains the number one determining factor in deciding where to carry out the main grocery shop, increasing by 10% to 73%, with convenience considered the second most important factor remaining unchanged at 54%
  • Own brand products now consistently account for 35% of an average grocery basket
  • When purchasing own brand products, 38% of main grocery shoppers are primarily concerned with the quality of the product. The second biggest influencing factor as cited by 34% is price
  • Changes in consumers’ perception towards own brand products in recent years include: the quality has improved or is better than they thought (22%), own brand products are just as good as branded products (17%), offer better value for money (10%)



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