Shopper Trends Aug 2013

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 9th June 2013.

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 June 9th include:

  • The market is seeing positive growth on an annual basis (+0.2%) however it has declined in the shorter term (12 week period) by -0.2%.
  • While there has been price inflation, shoppers continue to compensate for price increases by purchasing on offer, buying less volume and trading down to cheaper lines. This has meant that household spend has declined  year on year.
  • Irish households are spending more per trip this period however they are making less trips and spending less per year.
  • Shopping around is still evident.
  • Private label continues to be important as a method of reducing spend with a market share at 36.7%.


Kantar for Web July 2013
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