Ignite Research 16 Sir John Rogerson’s Quay, Dublin 2, Ireland T: +353 1 649 6306 E: [email protected] @ignitemr Ignitermr • Tech Adopting • Forward Thinking Strategic Where We Shop Report June 2014 In association with:
Ignite Research 16 Sir John Rogerson’s Quay, Dublin 2, Ireland
T: +353 1 649 6306 E: [email protected] @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
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 [email protected]