Shopper Trends Jun 2011

21 July 2011

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.

The most recent data provides a summary update of shopper trends up to 12 June 2011.

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
  • A comparison with trends in previous years
  • Comparable data for the UK grocery market

Some of the key findings to 12 June include:

  • The total grocery market continues to show growth in value (money) terms, 0.9% for the latest 12 weeks. Price inflation, at 3.9%, is the main driver of the overall value growth
  • Shoppers are responding to price increases by either purchasing more items on promotion or trading down to a cheaper option or by reducing the quantity purchased
  •  Private Label or Own Brand value share has remained consistent at almost 35% of the market
  •  In the latest 12-week period, overall average spend per household was down compared with the same period last year, with households decreasing the average spend per trip but maintaining the number of shopping trips


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