Shopper Trends 2012

26 July 2012

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 10 June 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 10 June include:

  • The annual market sales are behind last year, with a decline in market value of 0.1% year-on-year and 0.5% over the shorter term (12 week period)
  • 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%


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