UK Shoppers Reveal Propensity to Shop at Discounters

Three quarters of shoppers who have made changes to their food and grocery shopping due to recession, such as shopping at discounters, will stick with their new habits when the economy recovers.

That’s one of the key findings of new research from the IGD, based on interviews with 1,063 shoppers.

The study reveals shoppers are visiting discount supermarkets including Aldi, Lidl and Netto more often.

And it claims shoppers have a latent desire to use discounters more than they are at present.

Denney-Finch: shoppers seek out value

Despite accounting for just 6% of the total UK grocery market, 23% of shoppers in the IGD study said they would start shopping, or shop more often, at a discount supermarket if there was one convenient to where they live or work.

According to the IGD, food and drink manufacturers are responding to these changing shopper trends. It polled 120 companies and found 47% are putting a strong emphasis on price and value through advertising and communications activity. A similar proportion is focusing on brand values in their communications, while 43% have increased promotional activity. A further 42% report they have changed pack sizes in response to consumer trends.

Joanne Denney-Finch, chief executive at the IGD, said: “As shoppers increasingly scrutinise every penny they spend, they are shopping around more, wasting less, seeking out promotions, planning meals better and taking their time to find the best deals.

“In such a vibrant marketplace, in which new shopper loyalties are emerging, UK retailers and food manufacturers are responding very rapidly to the challenges presented by the recession. They are each vying to excel at delivering value and the most effective are reaping the rewards.”

Denney-Finch said almost a third – 31% - of shoppers have yet to make changes to their grocery shopping during the recession but expect to if conditions worsen.

“So there could be a further transformation ahead with a great deal still to play for,” she said.