Shopper Trends Mar 2010

24 May 2010

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 valuable information on 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 a fifth of their total weekly expenditure on groceries.

A recent presentation by Kantar to the National Consumer Agency gives a summary update of grocery and shopper trends up to 21 March 2010.

Key results noted in the presentation included:

  • A year-on-year decline in the market by 5% in value, losing over €460 million over 52 weeks
  • A decrease in household grocery spending by 7.5% in the same period
  • A move away from premium to budget products
  • A major shift to products priced under €3
  • Cross-border share falling back


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