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Ireland taster slides
1.
Understanding the Convenience
shopper in Ireland August 2015
2.
him! International •
www.himinternational.com • @him_inthim! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. Introduction to him! international
3.
him! International •
www.himinternational.com • @him_inthim! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. Our findings come from: • Speaking to millions of shoppers. • Focusing almost exclusively on “convenience” for 20+ years. • Working across UK, Ireland, Europe, Australia, USA
4.
him! International •
www.himinternational.com • @him_inthim! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. Shopper Insights vs Sales Data/EPOS • Sales Data = WHAT gets sold • Shopper Insights = Why? Today….and tomorrow (future trends), WHO to target, HOW and WHY? • Sales Data + Shopper Insights = perfect combination All retail brands and suppliers need to ‘follow the shopper’ (epos does not tell you what shoppers want)
5.
him! International •
www.himinternational.com • @him_inthim! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. Introducing him! international him! international was launched in 2015 by Tom Fender (ex owner of him! UK) & Neil Turton (ex CEO of Nisa) and is the sister company to him! in the UK Why launch him! international? • Convenience/proximity retailing is in growth around the world. • Limited sales data (the what’s) exists, even less shopper insights (the why’s) • Suppliers want key account shopper insights (to tailor ranges, offers etc) Methodology: • We spoke to a nationally representative sample of 10,000 shoppers via an online survey, across 11 countries. • This report focuses on the 1,000 shoppers that we spoke to in Ireland. This report covers the differences between shoppers in Ireland and the UK average.
6.
him! International •
www.himinternational.com • @him_inthim! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. Objectives: • Identify current grocery shopping habits within Ireland & how the convenience channel fits within these • Identify macro shopper trends & highlight the opportunities / threats they raise for P&C • Capture the opinions of the current P&C shopper needed to influence successful future channel strategies including: • Ranging • Price & promotions • Communications & marketing • In-store environment • Customer service • Driving sales
7.
him! International •
www.himinternational.com • @him_inthim! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. General Grocery Shopping habits in Ireland
8.
him! International •
www.himinternational.com • @him_inthim! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. Which channels are most used in Ireland? Q2. In the last month, have you bought food/groceries/drinks/tobacco from any of the following types of grocery outlets? *shoppers who visit c-stores and/or petrol forecourts UK Ireland A main large supermarket 86% 89% A convenience store 31% 49% Petrol forecourt shop 12% X% A specialist food retailer like a butcher, bakery, fishmonger 22% X% A local independent store 24% X% A discounter 34% X% A smaller store owned by a main supermarket chain 30% X% A tobacconist newsagent 16% X% A local market farmers’ market 18% X% An online retailer which is not a supermarket chain – eg Amazon, Ocado) 12% X% An online retailer (supermarket chains’ online business) 18% X% Bottle shop 4% X% Milk bar 3% X%
9.
him! International •
www.himinternational.com • @him_inthim! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. Ireland + food – attitudes to be aware of: Q1_1. Would you describe yourself as any of the following? - Yes UK Ireland Financially secure X% X% Check calorie information/nutritional content 30% 28% Tech/digital savvy X% X% Try to shop in cheapest grocery stores 35% 46% Snack through day/week X% X% Regularly shop for food ‘little + often’ X% X% Someone who struggles to find time to see friends/family/do hobbies X% X% Decide what having for dinner on day itself X% X%
10.
him! International •
www.himinternational.com • @him_inthim! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. ‘Regular main grocery shops’ dominate in Ireland 65% 73% 21% 18% 9% 6% 5% 4% United Kingdom Ireland Once a week or more Once a fortnight Once a month Less often 87% of Irish shoppers do a regular MAIN SHOP vs 91% in the UK* q5. How often will you do main big grocery shops (typically buy 15+ items per trip)? *q4. Which of these phrases best describes how you/your household does your grocery shopping?
11.
him! International •
www.himinternational.com • @him_inthim! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. Understanding the Top up shopping opportunity in convenience
12.
him! International •
www.himinternational.com • @him_inthim! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. Top Up shopping is on the increase in Ireland 28% 25% 51% 64% 18% 9% 3% 2% Ireland United Kingdom More often than a couple of years ago Same Less often Not top-up shopping at all Remember, 83% of Irish shoppers do some form of top-up shopping in a typical week * *q4. Which of these phrases best describes how you/your household does your grocery shopping?
13.
him! International •
www.himinternational.com • @him_inthim! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. Who currently uses c-stores in Ireland?
14.
him! International •
www.himinternational.com • @him_inthim! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. SHOPPER PROFILE: Who shops in Irish C-stores? Demographics FEMALE (X% vs. 52% ) 35-54yrs (X% vs. 31%) C2DE (X% vs. 54%) Location City (X% vs. 39%) Town (X% vs. 42%) Countryside (X% vs. 19%) Household Work status FULL-TIME (X% vs. 40%) ARRANGEMENT: “I live with my partner & children” (X% vs. 30%) The Irish c-shopper vs. UK c-shopper Busy provider (X% vs. 22%) Number hour worked/week 31-40 (X% vs. 33%)
15.
him! International •
www.himinternational.com • @him_inthim! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. What are the current attitudes towards Irish C-stores? How can we improve perceptions?
16.
him! International •
www.himinternational.com • @him_inthim! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. Not one convenient enough to where… Pack sizes not suitable to you Poor service Cluttered untidy shops Not enough healthy options Products being out of stock High fuel prices Range of products not suitable to you Poor quality fresh foods Not enough promotions Not having the range of products to suit… High shop prices United Kingdom Ireland What are the key barriers to using convenience stores? High shop prices and poor range are the key barriers to footfall. q18. Which of the following, if any, deters you from doing shopping in convenience stores more, or at all...?
17.
him! International •
www.himinternational.com • @him_inthim! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. Next steps
18.
him! International •
www.himinternational.com • @him_inthim! international • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. FULL REPORT NOW AVAILABLE • Contact Loreta Lingyte for access • Loreta.Lingyte@him.uk.com
19.
him! International •
www.himinternational.com • @him_inthim! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. Our expert team is here to help: get in touch! Tom Fender Joint MD Tom@himinternational.com Neil Turton Joint MD Neil@himinternational.com Morwenna Ford Client Manager Morwenna@himinternational.com Rebecca Hay Marketing & Insights Executive Rebecca@himinternational.com Blake Gladman Research Director Blake.Gladman@him.uk.com Katie Littler Insight & Communications Director Katie.Littler@him.uk.com
20.
him! International •
www.himinternational.com • @him_inthim! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved. For more information on our future KEY ACCOUNT SPECIFIC research, please contact: Tom@himinternational.com +44 (0)7802 336 333
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