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Research by Kantar Worldpanel on shopper trends

16 May 2012

Kantar Worldpanel monitors the grocery retailer take-home purchasing habits of 3,000 demographically representative Irish households. Detailed information is collected on the purchasing habits of these households.

This data provides very valuable information relating to consumer purchasing patterns and behaviours in a market which is an important area of expenditure for all consumers, given that the average household in Ireland spends approximately one fifth of their total weekly expenditure on groceries.

Their recent data provides a summary update of shopper trends up to 18 March 2012.

The presentation examines:

  • Total spend in the grocery market
  • Sectoral performance in the grocery market
  • Branded and own brand market shares
  • Changes in shopper behaviour
  • Comparable data for the UK grocery market

Some of the key findings to 18 March include:

  • The annual market sales are ahead of last year, with growth of +0.2% year-on-year, however over the shorter term (12-week period), market value has declined by 0.5%
  • ¬†Shoppers are responding to price increases by either purchasing more items on promotion or trading down to cheaper products
  • ¬†Consumers are making more shopping trips, but the average spend per trip has reduced by 3.7%
  • Private label continues to be important as a method of reducing spend with a market share at 35.4%

Download the Kantar Presentation (MS PowerPoint, 2.9 MB)

Don't have PowerPoint? View the presentation online on