ireland taster slides

Understanding the Convenience shopper in IrelandAugust 2015

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him! International • www.himinternational.com • @him_int him! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.

1Introduction to

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Our findings come from:

• Speaking to millions of shoppers.

• Focusing almost exclusively on “convenience” for 20+ years.

• Working across UK, Ireland, Europe, Australia, USA

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Shopper Insights vs Sales Data/EPOS

• Sales Data = WHAT gets sold

• Shopper Insights = Why? Today….and tomorrow (future trends), WHO to target, HOW and WHY?

• Sales Data + Shopper Insights = perfect combination

All retail brands and suppliers need to ‘follow the shopper’ (epos does not tell you what

shoppers want)

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Introducing him! international

him! international was launched in 2015 by Tom Fender (ex owner of him! UK) & Neil Turton (ex CEO of Nisa) and is the sister company to him! in the UK

Why launch him! international? • Convenience/proximity retailing is in growth around the world. • Limited sales data (the what’s) exists, even less shopper insights (the why’s) • Suppliers want key account shopper insights (to tailor ranges, offers etc)

Methodology:• We spoke to a nationally representative sample of 10,000 shoppers via an online

survey, across 11 countries. • This report focuses on the 1,000 shoppers that we spoke to in Ireland.

This report covers the differences between shoppers in Ireland and the UK average.

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Objectives:

• Identify current grocery shopping habits within Ireland & how the convenience channel fits within these

• Identify macro shopper trends & highlight the opportunities / threats they raise for P&C

• Capture the opinions of the current P&C shopper needed to influence successful future channel strategies including:

• Ranging• Price & promotions• Communications & marketing• In-store environment• Customer service• Driving sales

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2General Grocery

Shopping habits in Ireland

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Which channels are most used in Ireland?

Q2. In the last month, have you bought food/groceries/drinks/tobacco from any of the following types of grocery outlets?*shoppers who visit c-stores and/or petrol forecourts

UK Ireland

A main large supermarket 86% 89%

A convenience store 31% 49%

Petrol forecourt shop 12% X%

A specialist food retailer like a butcher, bakery, fishmonger 22% X%

A local independent store 24% X%

A discounter 34% X%

A smaller store owned by a main supermarket chain 30% X%

A tobacconist newsagent 16% X%

A local market farmers’ market 18% X%An online retailer which is not a supermarket chain – eg Amazon, Ocado) 12% X%

An online retailer (supermarket chains’ online business) 18% X%

Bottle shop 4% X%

Milk bar 3% X%

him! International • www.himinternational.com • @him_int him! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.

Ireland + food – attitudes to be aware of:

Q1_1. Would you describe yourself as any of the following? - Yes

UKIreland

Financially secure

X% X%

Check calorie information/nutritional content

30% 28%

Tech/digital savvy

X% X%

Try to shop in cheapest grocery stores

35% 46%

Snack through day/week

X% X%

Regularly shop for food ‘little + often’

X% X%

Someone who struggles to find time to see friends/family/do hobbies

X% X%

Decide what having for dinner on day itself

X% X%


‘Regular main grocery shops’ dominate in Ireland

United Kingdom Ireland

65% 73%

21%18%

9% 6%5% 4%

Once a week or moreOnce a fortnightOnce a monthLess often

87% of Irish shoppers do a regular MAIN

SHOP

vs 91% in the UK*

q5. How often will you do main big grocery shops (typically buy 15+ items per trip)?*q4. Which of these phrases best describes how you/your household does your grocery shopping?


3Understanding the Top

up shopping opportunity in convenience

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Top Up shopping is on the increase in Ireland

Ireland

United Kingdom

28%

25%

51%

64%

18%

9%

3%

2%

More often than a couple of years ago Same Less often Not top-up shopping at all

Remember, 83% of Irish shoppers do some form of top-up shopping in a

typical week *

*q4. Which of these phrases best describes how you/your household does your grocery shopping?


4Who currently uses c-

stores in Ireland?TASTER SLID

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SHOPPER PROFILE: Who shops in Irish C-stores?

Demographics

FEMALE (X% vs. 52% ) 35-54yrs (X% vs. 31%)

C2DE (X% vs. 54%)

Location

City (X% vs. 39%)

Town (X% vs. 42%)Countryside (X% vs. 19%)

Household

Work status

FULL-TIME (X% vs. 40%)

ARRANGEMENT: “I live with my partner & children” (X% vs. 30%)

The Irish c-shopper vs. UK c-shopper

Busy provider (X% vs. 22%) Number hour worked/week

31-40 (X% vs. 33%)


5What are the current

attitudes towards Irish C-stores?

How can we improve perceptions?

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Not one convenient enough to where you shop, live or work

Pack sizes not suitable to you

Poor service

Cluttered untidy shops

Not enough healthy options

Products being out of stock

High fuel prices

Range of products not suitable to you

Poor quality fresh foods

Not enough promotions

Not having the range of products to suit your needs

High shop prices

United KingdomIreland

What are the key barriers to using convenience stores?

High shop prices and poor range are the key barriers to

footfall.

q18. Which of the following, if any, deters you from doing shopping in convenience stores more, or at all...?


7Next steps

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FULL REPORT NOW AVAILABLE• Contact Loreta Lingyte for access• [email protected]

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mailto:[email protected]


Our expert team is here to help: get in touch!

Tom FenderJoint MD

[email protected]

Neil TurtonJoint MD

[email protected]

Morwenna FordClient Manager

[email protected]

Rebecca HayMarketing & Insights Executive

[email protected]

Blake GladmanResearch Director

[email protected]

Katie LittlerInsight & Communications Director

[email protected]

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For more information on our future KEY

ACCOUNT SPECIFIC research, please contact:

[email protected] +44 (0)7802 336 333

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https://www.facebook.com/pages/him-research-consulting/269944581245

https://www.linkedin.com/company/him-?trk=cp_followed_name_him-

https://twitter.com/thoughtsfromhim

ireland taster slides

Marketing

convenience shopper

sales data shopper insights

shopper epos

current pc shopper

key account shopper

macro shopper trends

millions of shoppers

limited sales data