Leadership

Irish shoppers change behaviour -- new research

27.01.2010
During 2009, Irish shoppers made more shopping trips each week to more shops, stayed longer in each store than in 2008, but still spent 10pc less on average overall, new research shows.

The research from Behaviour and Attitudes was revealed at the Efficient Consumer Response (ECR) Ireland Annual Conference which was held in Dublin today. Over 150 retailers and manufacturers heard how increasing financial pressures has resulted in Irish shoppers changing their shopping behaviour as they look for better value for money. Delegates also heard how retailers lost €453m in 2009 through stock mismanagement or theft.

Some other insights from the research conducted during October and November last year were that 36pc expect to buy less convenience meals and 42pc intend buying more Guaranteed Irish products over the coming 12 months.

People are spending increased time at home and this is reflected in a significant increase in the range and variety of eating and drinking occasions. Over the past 12 months shoppers are reporting significant increases in buying fresh food and eating away from the home less, the research shows.

Compared to 2008, significantly more time is now spent on main weekly shopping and bulk buying trips as shoppers spend time seeking out bargains. The greatest perceived improvement in value for money is for fruit and vegetables and toiletries.

Commenting on the research, Ian McShane, managing director of Behaviour and Attitudes said: “This research has confirmed that, while people have been deeply affected by the recession, they are by no means down and out. Shoppers have been busy seeking out greater value for money, whether by way of visiting more retail outlets than ever before in a typical week, or availing of a myriad of in-store offers and special promotions. The net effect has been that the average shopper has reduced his or her grocery bill by more than 10pc year-on-year, a trend which is likely to continue into 2010 and beyond.”