Where we shop topline report 2014

Ignite Research 16 Sir John Rogerson’s Quay, Dublin 2, Ireland

T: +353 1 649 6306 E: info@ignitemr.com @ignitemr Ignitermr

• Tech Adopting • Forward ThinkingStrategicWhere We ShopReport June 2014

In association with:

Research Design

Ignite Research has teamed up with Checkout Magazine to design and develop

the ‘Where We Shop’ Retail Report. This report is based on data from a survey

of 3,000 adults living in the Republic of Ireland and provides a definitive guide

to the shopping habits of Irish consumers; county by county and store by store.

Fieldwork: 3rd April 2014 – 27th May 2014

Sample: 3,000 surveys of consumers aged 18+

Methodology: Nationally representative online survey

This presentation provides a top line report of the ‘Where We Shop’ research.

If you require additional information about this research please contact:

Mark Nolan | Managing Director + 353 1 649 6306

info@ignitemr.com

DemographicsWhere do you live? Are you?

50%50%

Male

Female

What age are you?

28%Dublin

Rest of Leinster

26%

28%

Munster

Connacht / Ulster

18%

27%

18%

21%

23%

12%

55+

45 - 54

35 - 44

25 - 34

18 - 24

Base: 3,000; All adults; 1,500 Males; 1,500 Females; 852 Dublin; 768 ROL; 832 Munster; 548 Conn/ Ulster; 345 18-24; 686 25-34; 638 35-44; 526 45-54; 805 55+; 1494 ABC1’s; 1506 C2DE’s;

11%

16%

12%

27%

29%

13%

12%

19%

22%

33%

10%

14%

14%

25%

34%

8%

16%

17%

17%

39%

SuperValu

Lidl

DunnesStores

Aldi

Tesco

Dublin Rest of Leinster Munster Connacht / Ulster

12%

14%

13%

22%

34%

9%

18%

15%

22%

35%

SuperValu

Dunnes Stores

Lidl

Aldi

Tesco

Male Female

What supermarket would you consider to be your MAIN supermarket – that is the supermarket where you purchase the majority of your grocery products?

Base: 3,000; All adults; 1,500 males; 1,500 females; 852 Dublin; 768 ROL; 832 Munster; 548 Conn/ Ulst

11%

16%

16%

22%

33%

SuperValu

Dunnes Stores

Lidl

Aldi

Tesco

Main Supermarket

What supermarket would you consider to be your MAIN supermarket – that is the supermarket where you purchase the majority of your grocery products?

Base: 3,000; All adults; 345 18-24; 686 25-34; 638 35-44; 526 45-54; 805 55+; 1494 ABC1’s; 1506 C2DE’s;

Main Supermarket

18 – 24 44% 18% 16% 14% 6%

25 - 34 36% 22% 15% 16% 7%

35 - 44 32% 28% 15% 16% 7%

45 - 54 33% 25% 15% 11% 13%

55+ 30% 18% 18% 13% 17%

ABC1 36% 20% 15% 14% 11%

C2DE 32% 24% 17% 14% 10%

71%68%

48%42%

37%

25%

56%

49%52%

3%

35%

89%

65%

50%54%

2%

36%

88%

74%

66%

53%

38%42%

23%

83%

55%51%

34%

53%

11%

Convenient location Has a wide range of products Has adequate parking facilities Strong customer loyaltyprogramme

Pleasant shoppingenvironment/layout

Is the cheapest

Main SupermarketWhy do you choose to conduct your main grocery shop at …

Base: 3,000; All adults

Main Shop

25% 25%20%

17%14%

5%

35% 34%

28%

17%

33%

1%

31% 31%26%

17%

36%

1%

25%

34%

27%

19%22%

3%

25%

55%

33%

19%

36%

7%

Has the best own-brand range Staff are friendly Has the best quality products Has clear signage Has the freshest products Other

Main SupermarketWhy do you choose to conduct your main grocery shop at …

Base: 3,000; All adults

Main Shop

Secondary SupermarketWhat supermarket would you consider to be your SECONDARY supermarket – that is the supermarket where you make occasional purchases, ‘top-up’ shopping etc.

18 – 24 23% 22% 21% 11% 16%

25 - 34 26% 25% 19% 11% 12%

35 - 44 24% 23% 21% 14% 13%

45 - 54 26% 21% 15% 15% 13%

55+ 23% 19% 18% 20% 11%

ABC1 23% 21% 19% 15% 13%

C2DE 25% 23% 18% 14% 11%

Base: 3,000; All adults; 345 18-24; 686 25-34; 638 35-44; 526 45-54; 805 55+; 1494 ABC1’s; 1506 C2DE’s;

35% 35%33%

28%25% 26% 25%

21%

30% 30%

24%27%

18%

14%11%

13%

18%15%

22%

11%

Tesco Aldi Lidl Dunnes Stores SuperValu

What other Supermarkets are used by Main Shoppers

Base: 3,000; All adults

Secondary Shop

Main Shop

Attribute Association

Attribute Association - TescoWhich of the following words would you associate with each of the supermarkets below?

Base: 3,000; All adults

0%

10%

20%

30%

40%

50%

60%

70%

Poor range of products

Irish

Has a clear point ofdifference

Expensive

Value for money

Friendly

Quality productsFresh

Modern

Reliable

Good own-brand range

Strong customer loyaltyprogramme

Wide range of products

Wide range of products 68%

Strong customer loyalty programme 63%

Good own-brand range 52%

Reliable 46%

Fresh 45%

Modern 44%

Quality products 44%

Friendly 36%

Value for money 34%

Expensive 20%

Has a clear point of difference 17%

Irish 11%

Poor range of products 7%

Attribute Association - AldiWhich of the following words would you associate with each of the supermarkets below?

Base: 3,000; All adults

0%

10%

20%

30%

40%

50%

60%

70%

80%

Poor range of products

Irish

Has a clear point ofdifference

Expensive

Value for money

Friendly

Quality productsFresh

Modern

Reliable

Good own-brand range

Strong customer loyaltyprogramme

Wide range of products

Value for money 71%

Fresh 41%

Reliable 37%

Quality products 37%

Good own-brand range 35%

Modern 32%

Wide range of products 32%

Friendly 31%

Has a clear point of difference 27%

Poor range of products 18%

Irish 7%

Strong customer loyalty programme 4%

Expensive 2%

Attribute Association – Dunnes StoresWhich of the following words would you associate with each of the supermarkets below?

Base: 3,000; All adults

0%

10%

20%

30%

40%

50%

60%

70%

Poor range of products

Irish

Has a clear point ofdifference

Expensive

Value for money

Friendly

Quality productsFresh

Modern

Reliable

Good own-brand range

Strong customer loyaltyprogramme

Wide range of products

Irish 70%

Wide range of products 51%

Strong customer loyalty programme 43%

Quality products 38%

Fresh 38%

Reliable 37%

Good own-brand range 37%

Friendly 33%

Modern 28%

Value for money 26%

Expensive 20%

Has a clear point of difference 12%

Poor range of products 7%

Attribute Association - LidlWhich of the following words would you associate with each of the supermarkets below?

Base: 3,000; All adults

0%

10%

20%

30%

40%

50%

60%

70%

Poor range of products

Irish

Has a clear point ofdifference

Expensive

Value for money

Friendly

Quality productsFresh

Modern

Reliable

Good own-brand range

Strong customer loyaltyprogramme

Wide range of products

Value for money 66%

Fresh 41%

Reliable 33%

Good own-brand range 33%

Quality products 32%

Modern 30%

Wide range of products 29%

Friendly 27%

Has a clear point of difference 25%

Poor range of products 20%

Irish 6%

Strong customer loyalty programme 4%

Expensive 3%

Attribute Association - SuperValuWhich of the following words would you associate with each of the supermarkets below?

Base: 3,000; All adults

0%

10%

20%

30%

40%

50%

60%

Poor range of products

Irish

Has a clear point ofdifference

Expensive

Value for money

Friendly

Quality productsFresh

Modern

Reliable

Good own-brand range

Strong customer loyaltyprogramme

Wide range of products

Irish 60%

Fresh 42%

Friendly 40%

Wide range of products 39%

Quality products 39%

Good own-brand range 35%

Reliable 33%

Expensive 30%

Modern 30%

Strong customer loyalty programme 29%

Value for money 19%

Has a clear point of difference 12%

Poor range of products 11%

Attribute Association – Top 5 BrandsWhich of the following words would you associate with each of the supermarkets below?

Base: 3,000; All adults

0%

10%

20%

30%

40%

50%

60%

70%

80%

Poor range of products

Irish

Has a clear point ofdifference

Expensive

Value for money

Friendly

Quality productsFresh

Modern

Reliable

Good own-brand range

Strong customer loyaltyprogramme

Wide range of products

Word Association

Base: 857

All Areas

Expensive 14%

Cheap 10%

Value 10%

Varied Range 9%

Convenient 8%

Base: 857

All Areas

Irish 35%

Expensive 12%

Value 10%

Quality 9%

Local 7%

Base: 856

All Areas

Local 29%

Expensive 20%

Irish 20%

Value 12%

Quality 8%

Base: 857

All Areas

Cheap 55%

Value 19%

German 15%

Quality 11%

Good Value 7%

Base: 857

All Areas

Cheap 55%

Value 17%

German 16%

Quality 9%

Convenient 8%

Convenience StoresDo you shop in convenience stores and/or petrol station forecourt stores? If so, please identify the stores that you shop in regularly (at least twice a week).

Base: 3,000; All adults, 1,763 that shop in convenience stores

59%

41%

YesNo

2%

2%

4%

4%

6%

7%

9%

11%

12%

13%

20%

25%

52%

Other (Specify)

XL

Independent (please name)

Esso 'On The Run'

Daybreak

Costcutter

Gala

Mace

Londis

Applegreen

Topaz

Spar

Centra

Supermarket Loyalty

14%

12%

10%

22%

27%

14%

9%

18%

19%

29%

11%

11%

12%

19%

32%

7%

14%

15%

13%

32%

SuperValu

Lidl

Dunnes Stores

Aldi

Tesco

Dublin Rest of Leinster Munster Connacht / Ulster

11%

11%

14%

18%

30%

SuperValu

Lidl

Dunnes Stores

Aldi

Tesco

Supermarket LoyaltyWhich supermarket do you feel you are 'most loyal' to? "I am a loyal _____ shopper"

14%

12%

14%

17%

29%

9%

11%

15%

18%

32%

SuperValu

Lidl

Dunnes Stores

Aldi

Tesco

Male Female

Base: 3,000; All adults; 1,500 males; 1,500 females; 852 Dublin; 768 ROL; 832 Munster; 548 Conn/ Ulst

Supermarket LoyaltyWhich supermarket do you feel you are 'most loyal' to? "I am a loyal _____ shopper"

18 – 24 42% 15% 13% 11% 7%

25 - 34 31% 19% 14% 14% 8%

35 - 44 30% 22% 13% 14% 8%

45 - 54 28% 18% 14% 9% 14%

55+ 26% 14% 16% 9% 17%

ABC1 31% 15% 14% 12% 11%

C2DE 30% 20% 15% 11% 11%

Base: 3,000; All adults; 345 18-24; 686 25-34; 638 35-44; 526 45-54; 805 55+1494 ABC1’s; 1506 C2DE’s;

12%

11%

12%

20%

30%

8%

14%

18%

19%

30%

11%

13%

15%

19%

31%

13%

10%

17%

15%

29%

Lidl

SuperValu

Dunnes Stores

Aldi

Tesco

Dublin Rest of Leinster Munster Connacht / Ulster

10%

13%

15%

16%

29%

13%

11%

16%

20%

31%

Lidl

SuperValu

Dunnes Stores

Aldi

Tesco

Male Female

11%

12%

16%

18%

30%

Lidl

SuperValu

Dunnes Stores

Aldi

Tesco

Shop in just one SupermarketIf you could only shop in one supermarket, what would it be? NB: This does not have to be the store you shop in most often

Base: 3,000; All adults; 1,500 males; 1,500 females; 852 Dublin; 768 ROL; 832 Munster; 548 Conn/Ulst

Shop in just one Supermarket

18 – 24 45% 17% 12% 8% 11%

25 - 34 33% 19% 16% 8% 13%

35 - 44 32% 19% 16% 9% 12%

45 - 54 24% 21% 15% 14% 9%

55+ 24% 15% 17% 18% 11%

ABC1 30% 17% 16% 12% 11%

C2DE 30% 19% 16% 12% 11%

If you could only shop in one supermarket, what would it be? NB: This does not have to be the store you shop in most often

Base: 3,000; All adults; 345 18-24; 686 25-34; 638 35-44; 526 45-54; 805 55+1494 ABC1’s; 1506 C2DE’s;

Promoting Irish Products

6%

11%

12%

22%

37%

7%

11%

12%

23%

29%

Lidl

Tesco

Aldi

Dunnes Stores

SuperValu

Male Female

6%

11%

12%

18%

37%

5%

9%

14%

23%

36%

5%

12%

12%

20%

36%

9%

12%

9%

28%

26%

Lidl

Tesco

Aldi

Dunnes Stores

SuperValu

Dublin Rest of Leinster Munster Connacht

Which supermarket do you think is best at promoting Irish products?

6%

11%

12%

23%

33%

Lidl

Tesco

Aldi

Dunnes Stores

SuperValu

Supporting Irish Products

Base: 3,000; All adults; 1,500 males; 1,500 females; 852 Dublin; 768 ROL; 832 Munster; 548 Conn/Ulst

Which supermarket do you think is best at promoting Irish products?

Supporting Irish Products

18 – 24 29% 27% 8% 19% 5%

25 - 34 30% 27% 12% 13% 6%

35 - 44 33% 23% 14% 10% 7%

45 - 54 37% 20% 12% 9% 5%

55+ 36% 20% 12% 9% 8%

ABC1 35% 23% 11% 10% 7%

C2DE 31% 22% 13% 13% 6%

Base: 3,000; All adults; 345 18-24; 686 25-34; 638 35-44; 526 45-54; 805 55+1494 ABC1’s; 1506 C2DE’s;

Changes in supermarket shop

9%

12%

16%

29%

37%

11%

13%

18%

26%

38%

9%

12%

17%

27%

43%

11%

12%

20%

34%

33%

Dunnes Stores

SuperValu

Tesco

Lidl

Aldi

Dublin Rest of Leinster Munster Connacht

10%

14%

19%

30%

39%

9%

11%

18%

28%

36%

Dunnes Stores

SuperValu

Tesco

Lidl

Aldi

Male Female

9%

12%

16%

29%

37%

Dunnes Stores

SuperValu

Tesco

Lidl

Aldi

Which supermarkets are you shopping more in now compared to 12 months ago?

Supermarket shop more in

Base: 3,000; All adults; 1,500 males; 1,500 females; 852 Dublin; 768 ROL; 832 Munster; 548 Conn/Ulst

Which supermarkets are you shopping more in now compared to 12 months ago?

Supermarket shop more in

18 – 24 34% 25% 34% 11% 13%

25 - 34 35% 27% 22% 11% 11%

35 - 44 42% 32% 15% 11% 10%

45 - 54 39% 29% 15% 15% 8%

55+ 38% 31% 12% 13% 9%

ABC1 37% 30% 17% 13% 10%

C2DE 38% 28% 19% 12% 10%

Base: 3,000; All adults; 345 18-24; 686 25-34; 638 35-44; 526 45-54; 805 55+; 1494 ABC1’s; 1506 C2DE’s;

79%75%

29%

10%

23%

36%

44%

55% 54% 53%

39% 39% 39%

33%38%

29% 28%

35% 34% 32%

24% 26%23%

33%

21%24%

20%25%

43%

28%

22% 20%

42%

29%

37%

24% 22%26%

33%

25%23% 21%

31% 31%

24%

18%13%

9%

18%

5%3% 1%

43%

29%34%

Aldi Lidi Tesco SuperValu Dunnes

Is the cheapest Convenient location Good parking facilities

Store is easy to navigate Fresher products Staff are friendly

Better range of products Better quality products Better own-brand range

A new store has recently opened that is more convenient for me Strong customer loyalty programme

Why are you shopping more in [Selected Store]?

Why Shop More

Base: 1,132 shopping more in Aldi; 878 Lidl; 545 Tesco; 374 SuperValu; 298 Dunnes Stores

22%

1%

1%

7%

7%

10%

12%

21%

29%

37%

22%

1%

1%

7%

7%

11%

15%

19%

31%

32%

21%

0%

1%

8%

7%

11%

15%

18%

27%

39%

21%

1%

0%

7%

10%

10%

20%

18%

28%

32%

None

Other (Specify)

Independent (please name)

Aldi

Eurospar

Lidl

Marks & Spencer

SuperValu

Dunnes Stores

Tesco

Dublin Rest of Leinster Munster Connacht / Ulster

18%

1%

1%

7%

7%

11%

16%

18%

31%

34%

25%

1%

0%

8%

9%

11%

16%

19%

27%

35%

None

Other

Independent

Aldi

Eurospar

Lidl

Marks & Spencer

SuperValu

Dunnes Stores

Tesco

Male Female

21%

1%

1%

7%

8%

11%

16%

19%

29%

35%

None

Independent

Other

Aldi

Eurospar

Lidl

Marks & Spencer

SuperValu

Dunnes Stores

Tesco

Which supermarkets are you shopping less in now compared to 12 months ago?

Supermarket shop less in

Base: 3,000; All adults; 1,500 males; 1,500 females; 852 Dublin; 768 ROL; 832 Munster; 548 Conn/Ulst

Which supermarkets are you shopping less in now compared to 12 months ago?

Supermarket shop less in

18 – 24 22% 26% 18% 17% 11% 7% 11%

25 - 34 34% 24% 19% 14% 13% 9% 8%

35 - 44 38% 33% 20% 16% 11% 7% 6%

45 - 54 39% 30% 19% 16% 10% 8% 6%

55+ 36% 30% 18% 17% 10% 7% 7%

ABC1 36% 28% 18% 19% 9% 8% 6%

C2DE 34% 29% 19% 13% 13% 8% 9%

Base: 3,000; All adults; 345 18-24; 686 25-34; 638 35-44; 526 45-54; 805 55+1494 ABC1’s; 1506 C2DE’s;

65%

55%

70%

78%

12%

56%

7%

32%

44%

30%

45%38%

42%

52%

23%18%

12%6%

26%

6%

20%19%

10% 11%

3%

15%12% 12%11% 12%

9% 7% 5% 7%10%11% 9%

5% 4%

14%

3%

14%8%

3% 4% 4%7%

1%5%7%

15%21% 21%

40%

31% 33%

6%10%

15%12%

5%

18%

6%3% 5%

8% 9%

23%

13%

20%

Tesco Dunnes SuperValu M&S Lidl Eurospar Aldi

Tends to be more expensive than other supermarkets The location is not as convenient for me

Staff aren’t as friendly/attentive Products are not as fresh here as at other supermarkets

Store is difficult to navigate It is always too busy

I only buy specific products here e.g. fruit and veg, meat, cleaning products (please identify) It hasn’t as wide a range of products as other supermarkets

Lack of parking Not familiar with some of the brands here

Why are you shopping less in [Selected Store]?

Why Shop Less

Base: 1,043 shopping less in Tesco; 864 Dunnes Stores; 560 SuperValu; 476 Marks and Spencers; 325 Lidl; 233 Eurospar; 221 Aldi

Consumer Trends

8%

18%

21%

53%

11%

16%

23%

50%

8%

15%

22%

55%

10%

16%

21%

53%

I am less likely to do ‘one big shop’ than I was 12 months ago

I am shopping around less than I did 12 months ago

I am more likely to do ‘one big shop’ than I was 12 months ago

I am shopping around more now than I did 12 monthsago

Dublin Rest of Leinster Munster Connacht / Ulster

10%

14%

21%

54%

9%

18%

23%

51%

I am less likely to do ‘one big shop’ than I was 12 months ago

I am shopping around less than I did12 months ago

I am more likely to do ‘one big shop’ than I was 12 months ago

I am shopping around more now thanI did 12 months ago

Male Female

How have your grocery shopping habits changed over the last 12 months?

Changes in Consumer Behaviour

9%

16%

22%

52%

I am less likely to do ‘one big shop’ than I was 12 months ago

I am shopping around less than Idid 12 months ago

I am more likely to do ‘one big shop’ than I was 12 months ago

I am shopping around more nowthan I did 12 months ago

Base: 3,000; All adults; 1,500 males; 1,500 females; 852 Dublin; 768 ROL; 832 Munster; 548 Conn/Ulst

How have your grocery shopping habits changed over the last 12 months?

Changes in Consumer Behaviour

I am shopping around more now

than I did 12 months ago

I am more likely to do ‘one big shop’

than I was 12 months ago

I am shopping around less than I did 12 months ago

I am less likely to do ‘one big shop’

than I was 12 months ago

18 – 24 48% 25% 18% 9%

25 - 34 47% 25% 21% 7%

35 - 44 53% 23% 17% 7%

45 - 54 56% 20% 14% 11%

55+ 56% 18% 12% 13%

ABC1 54% 23% 15% 8%

C2DE 51% 21% 18% 10%

Base: 3,000; All adults; 345 18-24; 686 25-34; 638 35-44; 526 45-54; 805 55+; 1494 ABC1’s; 1506 C2DE’s;

Please indicate how strongly you agree or disagree with the following statements?

Consumer trends

Base: 3,000; All adults

15%

17%

7%

7%

3%

6%

1%

38%

33%

25%

27%

12%

10%

3%

29%

29%

30%

31%

28%

26%

13%

13%

16%

29%

27%

37%

31%

40%

4%

5%

9%

8%

20%

27%

44%

Big name brands (e.g. Kellogg’s, Nescafe etc.) offer value for money, compared to supermarket own-brands

The government is doing enough to promote healthy eating to children

Big name brands (e.g. Kellogg’s, Nescafe etc.) are of a higher quality than supermarket own-brands

There is no difference in quality between supermarket own-brands and big name brands

I am spending more on supermarket own-brands than I did 12 months ago

Advertising of High Fat, Salt and Sugar (HFSS) products to children should be banned

It’s parent’s responsibility to ensure they know the fat, sugar and salt content of food their children eat

Strongly disagree Disagree Neutral Agree Strongly agreeTop 2 Box

84%

58%

57%

35%

38%

21%

17%

Roughly how many times a week, including both your 'main shop' and top-up shops, would you visit a supermarket?

Visiting a Supermarket

3%

15%

34%

34%

14%

More than 5 times

4-5 times

Three times

Twice

Once

4%

16%

35%

32%

14%

3%

13%

34%

36%

14%

More than 5 times

4-5 times

Three times

Twice

Once

Male Female

4%

13%

30%

37%

16%

3%

18%

34%

31%

13%

2%

14%

36%

34%

14%

4%

13%

36%

34%

13%

More than 5 times

4-5 times

Three times

Twice

Once

Dublin Rest of Leinster Munster Connacht / Ulster

Base: 3,000; All adults; 1,500 males; 1,500 females; 852 Dublin; 768 ROL; 832 Munster; 548 Conn/Ulst

Roughly how many times a week, including both your 'main shop' and top-up shops, would you visit a supermarket?

Visiting a Supermarket

Once Twice Three Times 4 – 5 times More than 5 times

18 – 24 13% 40% 32% 11% 4%

25 - 34 14% 42% 30% 11% 3%

35 - 44 13% 33% 37% 15% 2%

45 - 54 14% 30% 34% 18% 3%

55+ 15% 28% 36% 16% 4%

ABC1 13% 36% 34% 14% 3%

C2DE 15% 32% 35% 15% 3%

Base: 3,000; All adults; 345 18-24; 686 25-34; 638 35-44; 526 45-54; 805 55+; 1494 ABC1’s; 1506 C2DE’s;

t:m:e:w:

For more information about this report please contact:

Ignite Research16 Sir John Rogerson's Quay | Dublin 2, Ireland

+ 353 1 649 6306+ 353 86 190 2233info@ignitemr.comwww.ignitemr.com