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National Consumer Agency Market Research Findings: Grocery Shopping August 2010 Research Conducted by

National Consumer Agency Market Research Findings: Grocery Shopping August 2010 Research Conducted by Amárach Research conducted the research by means of face-to-face interviewing with 1,000 people between the ages of 15-74.

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National Consumer Agency Market Research Findings: Grocery Shopping August 2010 Research Conducted by

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  1. National Consumer Agency Market Research Findings: Grocery Shopping August 2010 Research Conducted by

  2. Amárach Research conducted the research by means of face-to-face interviewing with 1,000 people between the ages of 15-74. In all, 6 comparable “Waves” of Market Research have been completed since November / December 2007. To ensure that the data is nationally representative, quotas were applied on the basis of age, gender and social class. Interviewing was conducted over a four week period in June 2010. Research Background and Methodology Nov/Dec 2007 Aug 2008 Nov/Dec 2008 Benchmark Wave 1 Wave 2 May/June 2009 Nov/Dec 2009 June 2010 Wave 3 Wave 4 Wave 5 Current Wave

  3. Profile of Sample – I (Base: All aged 15-74 – 1,000) MAIN GROCERY SHOPPER % % % % 15-24 Married Male ABC1 Yes No 25-34 Living as Married 35-44 C2DE Single 45-54 Female F50+/ F50- Wid/Div/ Sep 55+ Not stated Not stated

  4. Profile of Sample – II – Main Grocery Shoppers (Base: All Mainly Responsible for Grocery Shopping in Home – 535) % % % % 15-24 (20) Male (46) 25-34 (25) ABC1 (41) Married (41) 35-44 (19) Living as Married (10) Female (54) C2DE (47) ( ) = Total Sample 45-54 (16) Single (37) 55+ (20) Wid/Div/ Sep (8) F50+/F50- (9) Not stated Not stated Those who were responsible for the main grocery shop within the household were more likely to be female and over the age of 34.

  5. Section 1:Grocery Shopping

  6. Key Findings Price continues to be the key driver of choice of the main grocery shop, followed by convenience – both increasing in importance since the previous wave. The number of grocery shoppers that have changed what they buy or where they shop since the start of the year has fallen back to just under 1 in 2. Cutting back on treats remains the number one change to the grocery shop since the start of the year although this has fallen back slightly since Nov/Dec 2009. Those responsible for the main grocery shop are now more likely to be spreading their shopping over different stores in order to get the best value – up 12% from the previous wave. 4 in 5 consumers responsible for the main grocery shop would prefer to see supermarkets offering more long term lower prices as opposed to regular promotions and special offers. 7 in 10 Irish consumers claim to be aware of the prices of everyday goods such as bread, milk and a litre of petrol.

  7. Overall Awareness of the Price of Everyday Goods (Base: All aged 15-74 – 1,000) All responsible for the main grocery shop – 535 (54%) Total Wave 5 2010 Wave 4 2009 Wave 3 2008 ( ) = Wave 4 2009 % % % % Very aware of the prices (5) 71% aware of prices (22) 87% 86% 89% Fairly aware of the prices (4) (48) Don't really know the prices (3) (12) Somewhat unaware of the prices (2) (10) (8) Not at all aware of the prices (1) As with the previous wave, 7 in 10 Irish consumers claim to be aware of the prices of everyday goods such as bread, milk and a litre of petrol. Consistently so; the majority of those responsible for the main grocery shop within the household are more likely to be aware (86%) – however this has fallen back slightly since the previous wave.

  8. Main Reasons for Choice of Main Grocery Shop (Base: All main grocery shoppers – 535) Wave 5 2010 Wave 4 2009 Main Reasons Wave 3 2009 Wave 2 2008 % % % % Price continues to be the key driver of choice of the main grocery shop, followed by convenience – both increasing in importance since the previous wave.

  9. Change in Grocery Shopping Since the Start of the Year (Base: All main grocery shoppers – 535) % Male (45%) 39% Female (58%) 47% Yes No (55%) ABC1 (56%) 47% C2DE (59%) 45% (45%) The number of grocery shoppers that have changed what they buy or where they shop since the start of the year has fallen back to just under 1 in 2.

  10. Changes Made to the Grocery Shopping Since the Start of the Year (Base: All who changed their shopping behaviour since the start of the year – 240) Wave 5 2010 Wave 4 2009 Wave 3 2009 Changes to Grocery Shopping % % % (+14%) (+15%) (+12%) (+14%) (+12%) (-8%) Cutting back on treats remains the number one change to the grocery shop since the start of the year although this has fallen back slightly since Nov/Dec 2009. Those responsible for the main grocery shop are now more likely to be spreading their shopping over different stores in order to get the best value – up 12% from the previous wave.

  11. Price Cuts & Special Offers -1 (Base: All responsible for the main grocery shop - 535) What would you prefer to see more of within supermarkets? Regular Promotions & Special Offers Don’t know (7%) (16%) Long Term Lower Prices (77%) 4 in 5 consumers responsible for the main grocery shop would prefer to see supermarkets offering more long term lower prices as opposed to regular promotions and special offers.

  12. Price Cuts & Special Offers -2 (Base: All responsible for the main grocery shop – 535) Total (535) Male (134) Female (401) ABC1 (222) C2DE (240) % % % % % – 15-24* (24) 25-34 (134) 35-44 (135) 45-54 (103) 55+ (135) % % % % % – – 4 in 5 consumers responsible for the main grocery shop would prefer to see supermarkets offering more long term lower prices as opposed to regular promotions and special offers – this is consistent across all demographic breaks, with C2DEs and those aged 45-54 slightly more inclined to say so. * Caution small base size

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