NCA Grocery Prices Survey August 2010
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Transcript of NCA Grocery Prices Survey August 2010
National Consumer Agency
Market Research Findings:Grocery Shopping
August 2010Research Conducted by
2
Making Complaints
• Amárach Research conducted the research by means of face-to-face interviewing with 1,000 people between the ages of 15-74.
• In all, 6 comparable “Waves” of Market Research have been completed since November / December 2007.
• 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 June 2010.
Research Background and Methodology
Nov/Dec 2007 Aug 2008 Nov/Dec 2008
May/June 2009 Nov/Dec 2009 June 2010
Benchmark
Wave 3 Wave 4
Wave 1 Wave 2
Wave 5
Current Wave
3
Making Complaints
20
41 41
25
47
19
37
9
16
83
204
46
10
54
SEX AGEMARITALSTATUS
SOCIALCLASS
Profile of Sample – I(Base: All aged 15-74 – 1,000)
Male
Female
% % % %15-24
25-34
35-44
45-54
55+
Married
Living as Married
Single
Wid/Div/Sep
ABC1
C2DE
F50+/F50-
MAIN GROCERY SHOPPER
Yes No46%54%
Not statedNot stated
4
Making Complaints
5
48 4225
45
25
24
9
20
134
25
4
25
1175
SEX AGEMARITALSTATUS
SOCIALCLASS
Profile of Sample – II – Main Grocery Shoppers(Base: All Mainly Responsible for Grocery Shopping in Home – 535)
Male(46)
Female(54)
% % % %15-24(20)
25-34(25)
35-44(19)
45-54(16)
55+(20)
Married(41)
Living as Married
(10)
Single(37)
Wid/Div/Sep
(8)
ABC1(41)
C2DE(47)
54%
( ) = Total Sample
F50+/F50-(9)
Those who were responsible for the main grocery shop within the household were more likely to be female and over the age of 34.
Not stated Not stated
5
Making Complaints
Section 1:Grocery Shopping
6
Making Complaints
Key Findings
• Price continues to be the key driver of choice of the main grocery shop, followed by convenience – both increasing in importance since the previous wave.
• The number of grocery shoppers that have changed what they buy or where they shop since the start of the year has fallen back to just under 1 in 2.
• Cutting back on treats remains the number one change to the grocery shop since the start of the year although this has fallen back slightly since Nov/Dec 2009. Those responsible for the main grocery shop are now more likely to be spreading their shopping over different stores in order to get the best value – up 12% from the previous wave.
• 4 in 5 consumers responsible for the main grocery shop would prefer to see supermarkets offering more long term lower prices as opposed to regular promotions and special offers.
• 7 in 10 Irish consumers claim to be aware of the prices of everyday goods such as bread, milk and a litre of petrol.
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Making Complaints
2232 34 38
49
56 55 49
13
5 5 55 4 57 2 2 3
9
Total Wave 5 2010
Wave 4 2009
% % %
(Base: All aged 15-74 – 1,000)
Overall Awareness of the Price of Everyday Goods
All responsible for the main grocery shop – 535 (54%)
71% aware of prices
86% 89%
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)
(22)
(48)
(12)
(10)
(8)
( ) = Wave 4 2009Wave 3
2008%
87%
As with the previous wave, 7 in 10 Irish consumers claim to be aware of the prices of everyday goods such as bread, milk and a litre of petrol. Consistently so; the majority of those responsible for the main grocery shop within the household are more likely to be aware (86%) – however this has
fallen back slightly since the previous wave.
8
Making Complaints
60
47
20
15
13
6
6
5
Main Reasons for Choice of Main Grocery Shop
Price
Convenience
Parking
Late night opening
Quality of Product
Loyalty
Support local shops
Other
Main Reasons Wave 2 2008%
54%
58
49
17
8
11
8
6
4
Wave 3 2009%
62
43
18
9
10
10
6
2
Wave 4 2009
%
70
55
20
12
12
10
6
4
Wave 5 2010
%
(Base: All main grocery shoppers – 535)
Price continues to be the key driver of choice of the main grocery shop, followed by convenience – both increasing in importance since the previous wave.
9
Making Complaints
Change in Grocery Shopping Since the Start of the Year
55%45%Yes No
The number of grocery shoppers that have changed what they buy or where they shop since the start of the year has fallen back to just under 1 in 2.
(55%)(45%)
%
Male (45%) 39%Female (58%) 47%
ABC1 (56%) 47%C2DE (59%) 45%
54%
(Base: All main grocery shoppers – 535)
10
Making Complaints
42
40
38
34
26
16
14
12
%
Wave 3 2009
Changes Made to the Grocery Shopping Since the Start of the Year
(Base: All who changed their shopping behaviour since the start of the year – 240)
Cutting back on treats for you/family
Buying cheaper versions of products (e.g. own brands rather than regular)
Taking more advantage of special offers, using coupons, etc.
Buy less
Spreading your grocery shopping over different supermarkets and stores to get the best value
Switched your main grocery shopping from a different retailer to the one you use now
Started shopping up North (across the boarder)
Do without or cut back e.g. buy less meat
Changes to Grocery Shopping
(-8%)
24%
(+14%)
56
36
53
46
23
11
13
12
%
Wave 4 2009
(+14%)
(+15%)
(+12%)
53
36
48
43
35
10
9
14
%
Wave 5 2010
(+12%)
Cutting back on treats remains the number one change to the grocery shop since the start of the year although this has fallen back slightly since Nov/Dec 2009. Those responsible for the main grocery shop are now more likely to be spreading their shopping over different stores in order to get the best value – up 12% from the
previous wave.
11
Making Complaints
81%
2%
17%
Price Cuts & Special Offers -1
(Base: All responsible for the main grocery shop - 535)
Long Term Lower Prices
Regular Promotions & Special Offers
Don’t know
What would you prefer to see more of within supermarkets?
54%
4 in 5 consumers responsible for the main grocery shop would prefer to see supermarkets offering more long term lower prices as opposed to regular promotions and special offers.
(77%)
(7%)(16%)
12
Making Complaints
81
17
2
79
21
81
18
1
82
16
2
82
16
2
82
17
1
82
18
84
14
2
83
15
2
79
20
1
Price Cuts & Special Offers -2(Base: All responsible for the main grocery shop – 535)
* Caution small base size
Male(134)
Total(535)
Female(401)
ABC1(222)
C2DE(240)
25-34(134)
15-24*(24)
35-44(135)
45-54(103)
55+(135)
Long term lower prices
Regular promotions & special offers
Don’t know
Long term lower prices
Regular promotions & special offers
Don’t know – –
–
%%%%%
%%%%%
4 in 5 consumers responsible for the main grocery shop would prefer to see supermarkets offering more long term lower prices as opposed to regular promotions and special offers – this is consistent across all
demographic breaks, with C2DEs and those aged 45-54 slightly more inclined to say so.