January/February10ECR
Ireland Conference
Meet the New Irish Shopper Irish shopping behaviour has changed significantly as increased financial pressures impact. The recent ECR Ireland Conference explained the changing face of the Irish shopper.
A significant
number of Irish shoppers (42%) intend on buying more Guaranteed Irish products over the coming 12 months according to new research from Behaviour and Attitudes. New insights into the changing Irish shopper were revealed at the Efficient Consumer Response (ECR) Ireland Annual Conference, held in Dublin recently, where 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. The ECR Ireland Holistic Shopper Research 2009 was conducted by Behaviour and Attitudes during October and November 2009 and is the most recent and comprehensive insight available on Irish shopping behaviour. 16
Some of the top-line insights that it revealed are: • 42% of Irish shoppers intend on buying more guaranteed Irish grocery products during the next 12 months. 36% expect to buy less convenience meals. • During 2009, shoppers made more shopping trips each week to more shops. They also spent longer in each store than in 2008 but still spent less in terms of money. • 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. • A quarter of all Irish shoppers have grocery shopped in Northern Ireland in the past 12 months, with non-food items representing the greatest attraction. • Over the past 12 months, shoppers are reporting significant increases in buying fresh food and eating away from the home less.
• As people shop around for better value, the proportion of trips habitually conducted at the same retailer each week dropped dramatically in 2009, with a quarter now spreading their business across three or more different retailers each week. • 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 & vegetables and toiletries. “This research has confirmed that, while people have been deeply affected by the recession, they are by no means down and out,” stressed Ian McShane, Managing Director of Behaviour and Attitudes. “Shoppers have been busy seeking out greater value for money, whether by way of visiting more retail outlets than ever before in a typical