market research on shopping and pricing in ireland
DESCRIPTION
Research by the National Consumer ATRANSCRIPT
National Consumer Agency
Market Research Findings:Shopping and Pricing
March 2012Research Conducted by
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Key Findings
Section 1: General Shopping and Pricing
Section 2: Grocery Shopping
Research Background and Methodology
Profile of Sample
Table of Contents
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Key Findings
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Key Findings - I
Shopping and Pricing
• Over 4 in 5 (85%) compare/shop around for better prices.
• Price remains the leading influencing factor in determining where to shop at 56% (↑3%) with convenience second at 21% (↓2%).
• Consumers citing an awareness of the price of everyday goods has increased from 71% to 78%.
• For those responsible for the main grocery shop, 93% state that they are aware of the prices of everyday goods, an all-time high.
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Key Findings – II
Grocery Shopping
•Price is number one determining factor in deciding where to carry out the main grocery shop, rising by 10% points to 73%, with convenience considered the second most important factor, at 54%.
• Over 3 in 10 (31% up 3%) now visit a particular store based on special offers advertised, whereas almost 2 in 3 (65%) consumers visit their usual store and pick up special offers while there.
• The overall average grocery basket consists of 65% branded and 35% own brand goods.
• In recent years, 1 in 5 (22%) think the quality of own brand products has improved or is better than they thought, and a further 17% now think that own brand products are just as good as branded products.
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Section 1: General Shopping and Pricing
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37 3324 26 25
4849
47 4842
11 13
19 1721
5 10 9 124
Nov-11 May/June-11 Nov/Dec-10 Jun-10 Nov/Dec-09
Shopping Around
(Base: All aged 15-74 – 1,000)
Comparison of prices
I always compare/shop
around for better prices
I sometimes compare/shop
around for better prices
I very rarely compare/shop around
for better pricesI never compare/shop
around for better prices
%%%%%
67%74%71%82%85%
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May/June ‘11
56 53 5772
65
21 23 19
1317
11 13 127 10
7 65 64 3 3 1 22 1 3 2
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Key Influencing Factors in Determining Where to Shop
%
Price
Strongest Influencing Factor
(Base: All Aged 15-74 – 1,000)
Nov/Dec ‘09
Convenience
Shopped there previously
ServiceOther
Don’t know
% % % %
June ‘10Nov/Dec ‘10Nov ‘11
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25
42 38
20
53
5147
54
11
38
12
3 511
4 1 2 37
Total Nov/Dec ‘10
% %
(Base: All aged 15-74 – 1,000)
Overall Awareness of the Price of Everyday Goods
All responsible for the main grocery shop – 526 (53%)
78% aware
of prices
85%
Very aware of the prices (5)
Fairly aware of the prices (4)
Don't really know the prices (3)
Not at all aware of the prices (1)
Somewhat unaware of the prices (2)
(27)
(44)
(14)
(9)(6)
( ) = May/June 2011
May/June ‘11%
93%
Nov ‘11
%
74%
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Section 2: Grocery Shopping
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73 63 72 70 62 58 60
54 5449 47 49 43 55
19 22 22 20 17 18 209 8 9 15 8 9 12
21 16 12 13 11 10 129 9 10 6 8 10 1012 10 8 6 6 6 6
Nov-11 Jun-11 Nov/Dec-10 Jun-10 Nov/Dec-09 Jun-09 Nov/Dec-08
Main Reasons for Choice of Supermarket for Main Grocery Shop
(Base: All responsible for main grocery shop - 526)53%
Price
Convenience
Parking
Late Night Opening
Quality of ProductLoyalty
Support Local
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Special Offer Seekers?
53%
(Base: All responsible for the main grocery shop – 526)
31 28 25
65 66 73
4 6 2
Select a particular store to visit based on special
offers advertised
Don't buy special offers
%
Visit your usual store and pick up special offers while
you are there
May/June ‘11 Nov/Dec ‘10
%%
Nov ‘11
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Own Brand Versus Regular Brand
65%35%
%
53% (Base: All main grocery shoppers – 526)
Nov/Dec 2010
64%
36%
%
June 2010
Higher amongst–Those who are not aware of the prices of everyday goods (69%).–Males (70%).–55+ (69%).
Own Brand
Regular Brand
Own Brand
Regular Brand
65%
35%
%
May/June 2011
Own Brand
Regular Brand
Higher amongst–Those who are not aware of the prices of everyday goods (74%).–55+ (71%).–ABC/F50+(70%).
65%
35%
Own Brand
Regular Brand
%
November 2011
Higher amongst–Those who are not aware of the prices of everyday goods (74%).–Males (69%).–Working full-time (68%).
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72
28
73
27
76
24
75
25
82
18
74
26
Own Brand Versus Regular Brand Preference – I(Base: All responsible for grocery shop who purchase each of the products)
Regular brand
Own brand
Regular brand
Own brand
Beer Tea/Coffee Breakfast Cereal
Chocolate/ Sweets
Baby Products
Yoghurts Bread Fresh Meat Frozen Meat Soft Drinks
( ) = +/-% vs May/June 2011
89
11
66
34
84
16
71
29 (+5%)
(+11%)
53%
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64
36
Own Brand Versus Regular Brand Preference – II(Base: All responsible for grocery shop who purchase each of the products)
73
27
Deli/ProcessedMeat
Butter/ Spreads Toiletries Tinned/
Frozen Food Biscuits
66
34
57
43
61
39
58
42
Juice Drinks
42
58
33
67
24
76
Milk Household Cleaning Products
Toilet Tissue/ Kitchen Towel
Regular brand
Own brand
Regular brand
Own brand
53%
( ) = +/-% vs May/June 2011
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27
23
20
19
18
17
16
Switched to Own Branded Products within the Past 12 Months
Breakfast cereal
Bread
Baby products*
Household cleaning products
Toilet tissue/kitchen towel
Toiletries
Biscuits
% Yes
(Base: All who purchase own branded products)
15
14
13
13
12
12
Milk
Tea/Coffee
Frozen meat
Tinned/frozen food
Butter/spreads
Yoghurts
% Yes
12
11
9
9
8
8
Soft drinks
Juice drinks
Fresh meat
Deli/processed meat
Chocolate/sweets
Beer*
% Yes
* Caution small base size
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Factors Which Influence Choice for Own Brand Products – Volumetric Analysis*
34 34
38 37
3 3
19
1 14 42 2
18
%
Price
Packaging
Past Experience
Advertising
Don’t purchase own branded productsRecommendations
(Base: All main grocery shoppers – 526)
Quality
53%
%
Nov 2011 May/June 2011
*Volumetric Analysis is where the most influencing factors are ranked, and a score is applied according to the ranking, the level of importance is then determined by these scores. It is a standard research approach applied to ranking importance of factors.
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Where Own Branded Products are Bought
(Base: All that purchase own brand products - 203)
74%
16%
10%
%
Existing Supermarket
Switched supermarket
Both
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Change in Perceptions Towards Own Branded Products in Recent Years
(Base: Responsible for the main grocery shop - 526)
22
21
17
10
5
4
2
2
2
53%
The quality has improved/is better than I thought
No change
Just as good as branded products
Better value for money
They have improved
More of a variety available
Much more positive towards branded products
Have begun switching to own brand
Some are ok
* All other mentions 1% or less
%
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Research Background and Methodology
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The research was conducted by means of face-to-face interviewing with 1,000 people between the ages of 15-74.
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 November 2011.
Research Background and Methodology
Nov/Dec 2007
Aug 2008Nov/Dec
2008
Nov/Dec 2009 June 2010Nov/December
2010
Benchmark
Wave 4 Wave 5
Wave 1 Wave 2
Wave 6
May/June 2011
Wave 7
May/June 2009
Wave 3
Nov 2011
Wave 8Current Wave
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1728
4822
52
19
2816
1826
49
26
51
SEX AGE REGION SOCIAL CLASS
Profile of Sample - I
(Base: All aged 15-74 – 1,000)
Male
Female
% % % %
15-24
25-34
35-44
45-54
55+
Dublin
Rest of Leinster
Munster
Conn/ Ulster
ABC1 F50+
C2DEF50-
MAIN GROCERY SHOPPER
Yes No47%53%
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5
25
48
18
52
23
30
22
17
32
25
28
75
SEX AGE REGION SOCIAL CLASS
Profile of Sample – II – Main Grocery Shoppers(Base: All Mainly Responsible for Grocery Shopping in Home – 526)
Male(49)
Female(51)
% % % %15-24
(17)
25-34(22)
35-44(19)
45-54(16)
55+(26)
ABC1 F50+(48)
C2DE F50-(52)
53%
( ) = Total Sample
Dublin(28)
Rest of Leinster
(26)
Munster(28)
Conn/ Ulster
(18)
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54
57
40
70
66
54
38
80
77
72
85
84
76
69
55%45%
78%
22%
Profile of Sample – III – Internet Use
(Base: All aged 15-74 – 1,000)
USE INTERNET
No Yes
EVER PURCHASED ONLINE
No Yes
BANKING ONLINE
No Yes
(Base: All Internet Users - 762) (Base: All Internet Users - 762)
76%
24%
() = May/June 2011
(75%)
(25%)
(49%)(51%)(30%)
(70%)
Male
Female
15-24
25-34
35-44
45-54
55+
% Yes
Male
Female
15-24
25-34
35-44
45-54
55+
% Yes
Male
Female
15-24
25-34
35-44
45-54
55+
% Yes
76
76
95
92
88
73
44
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Profile of Sample – IV – Social Media
Type of phone
Regular users of .......
(Base: All aged 15-74 – 1,000)
45
46
39
44
42
44
29%
Higher amongst:
15-24’s
25-34’s
ABC1/F50+
Working full time
Students
Dublin
%
Higher Amongst
Bebo
None of These
50
10
6
2
48
47
10
6
1
51
%
Have a ‘Smart phone’
() = May/June 2011
Nov 2011May/June 2011
(21)
15-24 86%ABC1F50 59%
Dublin 55%
15-24 21%
55+ 86%C2DEF50- 56%Munster 53%