Research carried out earlier this month by consumer website, SaveAFewBob.ie has revealed that 96% of Irish consumers are attempting to cut back on their grocery shopping bills. The majority of consumers are shopping in more than one supermarket, switching to own brand for certain products, availing of special offers and drawing up shopping lists.
Survey results indicate that 25-44 year olds appear to be most ‘value conscious’, while women employ more cost saving measures than men.
Commenting on the survey’s findings, Niall Mc Henry, Managing Director of SaveAFewBob.ie says:
“Our findings show consumers are going to great lengths to cut back on their grocery spend. They are no longer loyal to a single supermarket but are willing to shop around. They are on the lookout for value and are responsive to promotional offers and bulk deals.”
Key findings
* 85% shop at more than one supermarket
* 60% have switched to own brand for certain products. The 25-44 age bracket (67%) were most likely to change brands as a means of saving money
* 56% decide where to shop based on special offers
* 59% buy in bulk to avail of discounts.2 in 3 under 45 say that they try to take advantage of bulk deals
* 49% make a shopping list. The 65+ age group (56%) were the most likely category to draw up a shopping list
* 64% of people agree that they shop in discount supermarkets such as Lidl and Aldi to save money
Female shopping behaviour
* A slightly higher number of females (62%) as opposed to males (56%) buy in bulk to avail of discounts
* A greater number of females (64%) than males (57%) have switched to own brand for certain products
* More women (61%) than men (52%) decide on where to do their grocery shopping based on who has special offers
* Women (52%) are also more likely than men (46%) to make a shopping list
Attitudes towards buying Irish
* 80% of those surveyed said they make a conscious effort to buy Irish. This is a less significant factor for those aged 18 to 24 with only 60% of these younger shoppers endeavouring to buy Irish
* Only 28% of those surveyed agree they would travel across the border to buy groceries up North. This increases to nearly 2 in 5 among 18-24 year olds, with agreement declining with age
* People in the higher social class are slightly less likely (24%) to travel across the border to buy their groceries up North
Research was conducted by independent market research agency, RED C Research. Results are based on a nationally representative sample of 1,011 adults, with research conducted via telephone omnibus between 5th & 7th October 2009.
To view the survey results in greater detail, visit www.saveafewbob.ie
