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Choice of Irish supermarket not driven by low prices

Written by Robert McHugh, on 1st Jul 2016. Posted in General

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A new Global Retail-Growth Strategies Survey released today by Nielsen shows that product availability and quality are the most highly influential factors when it comes to where Irish shoppers choose to buy their groceries from. 
 
The survey on grocery shopping habits, which polled more than 30,000 online respondents in 61 countries, reveals that 60% of Irish shoppers cite the products they want regularly being in stock as “highly influential” in choosing which retailer to buy from, narrowly ahead of having high quality fresh produce (59%). Good value for money (58%) is the next most influential factor. 

Furthermore, 4 of the 10 most influential factors relate to product range and quality, whilst three relate to each of price and convenience. Having the lowest prices ranks just sixth (52%) in terms of high-influence, although it’s much more of a factor in Ireland than in the UK (39%) and slightly more than globally (48%) and across Europe (47%). 
 
As shopping habits change and the role of stores evolves, the survey also addressed what extra in-store services are most likely to help grocery retailers entice consumers in.

Among additional services currently available in-store, banking services (used by 37% of shoppers where this service is available), petrol stations and pharmacy services (both 34%) and prepared food services (32%) are the most widely-used.

Among services not currently available in-store, postal services would be the most successful addition (would be used by 36% of shoppers if available), followed by pharmacy services (34%), petrol stations (30%) and health clinic services (29%).

Nielsen Ireland’s Commercial Director, Matt Clark commented, "Irish consumers are more interested in the right ranges of quality products than pure low prices. Value for money is more important than a low price, which is why the discounters do well as they offer good quality in addition to just low prices. These factors are coming through in the grocery price inflation we’ve seen since the start of 2016."

Source: www.businessworld.ie

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