Shopper Trends Feb 2014
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 5th January 2014.
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 September 15th include:
- The market is seeing positive growth on an annual basis of +0.8% but the latest quarter has been more difficult with a -0.2% decline.
- While there has been price inflation, shoppers continue to compensate for price increases by purchasing on offer and trading down to cheaper lines. Increased volume bought over the Christmas period together with price inflation has resulted in year on year household spend increasing by +0.7%.
- Irish households are making more trips this period, with frequency up by +0.8% and spend per trip has remained steady.
- Although the private label share of the grocery market slowed during the lead up to the Christmas period, it is still well ahead of last year.
