Ireland taster slides

Understanding the Convenience shopper in Ireland
August 2015

him! International • www.himinternational.com • @him_inthim! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
Introduction to
him! international

Our findings come from:
• Speaking to millions
of shoppers.
• Focusing almost
exclusively on
“convenience” for 20+
years.
• Working across UK,
Ireland, Europe,
Australia, USA

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)

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.

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

General Grocery
Shopping habits in Ireland

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%

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%

‘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?

Understanding the Top up
shopping opportunity in
convenience

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?

Who currently uses c-stores in
Ireland?

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%)

What are the current attitudes towards
Irish C-stores?
How can we improve perceptions?

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...?

Next steps

FULL REPORT NOW AVAILABLE
• Contact Loreta Lingyte for access
• Loreta.Lingyte@him.uk.com

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

For more information on our future KEY
ACCOUNT SPECIFIC research, please contact:
Tom@himinternational.com
+44 (0)7802 336 333

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