Shopper Understanding & The Brand
An exploration of shopper behaviour in the Irish
multiples
May 2010
0
Report Structure
1
2
3
4
5
• Introduction & Objectives
Pages 2 - 15
• Market Understanding
Pages 16 - 29
• Shopper Occasions
Pages 30 - 45
• Shopper & Category Insights
Pages 46 - 98
• Crisps
• Soft Drinks
• Tea
• Dairy Spreads
• Fresh Soups
• Cheese
• Yoghurt
• Water
• Implications
47-52
53 - 58
59 - 64
65 - 71
72 - 77
78 - 85
86 - 92
93 - 98
Pages 99 - 102
1
1
Introduction & Objectives
2
Background & Research Objectives
BACKGROUND
The area of shopper understanding has been identified as one of interest to Bord Bia’s client
companies. Specifically, the emergence of a body of marketing theory around shopper occasions has
seen the topic grow in importance for retailers.
Shopper insights are currency for building strong customer relationships. Retailers are battling for
shoppers and seek manufacturer partners who bring insights about how people shop that translate into
ideas that increase traffic, category and aisle sales.
RESEARCH OBJECTIVES
The primary research objective is to demonstrate how shopper understanding can help Irish brands
grow. Specifically, our research objectives are
1. To generate an understanding of shopper occasions amongst categories where Irish brands
compete
2. To generate actionable insights on channel strategy at a category level
3. To develop recommended improvements for Irish brands to implement at the point of
purchase
3
Why is shopper research important?
Rightly, the majority of brands use research to understand its consumers, their lives, their consumption patterns, their
relationship with the categories they consume and the brands they choose.
But very often brand managers knowledge of shoppers isn’t always as strong. Knowledge about how and why consumers
behave doesn’t necessarily equate to knowledge about how shoppers behave.
This is partly because the shopper is not necessarily a consumer. A shopper is someone who shops in a store. They may, or
may not, be consumers of what they buy. And they may behave differently on different shopping occasions.
Even if the shopper is also a consumer, there are other influences that may dilute – or even override – their overall brand
preferences. For instance time pressure, the nature of their shopping trip, who is accompanying them, promotions,
whether they are buying as a gift and so on.
Consumer
Non-Shoppers
Shopper
Consumers
Shopper
Non-Consumers
4
Brands can leverage shoppers mental state
ALPHA MODE = High involvement /
high mental activity (Conscious)
BETA MODE = Low involvement /
low mental activity (Sub Conscious)
Most people know the store they shop in. In the UK, for example, 80% of shoppers tend to shop one store for the main
shop. This means that the store becomes what we can call a ‘learned environment’. They have a mental map of where
things are in the store.
Most of the time shoppers are doing what is know as ‘low involvement processing’ (beta mode mental activity). This is
a mental state one step above the subconscious in which the brain is not consciously making choices or considering
options but prompting action when known/learned signals come into view.
This beta mode of shopping means that once looking at a display the eye works
in a different way, looking left and right before it looks up and down creating a
diamond or ellipse shape core field of vision.
The eye registers more in the horizontal, which is why, within a display,
horizontal blocking for a brand is more noticeable.
FIELD OF VISION
With shoppers behaving in such ‘predictable’ ways in store, the opportunities for
marketers can be significant.
5
Brands need to master in-store interruption
Shoppers look roughly straight ahead of them, a little lower than straight
ahead, not normally far below thigh height (between about 1000mm and
1400mm).
While walking by, they therefore tend not to look at the shelves straight on,
but at an angle. Also, they will not be looking at the shelves immediately to
their left or right, but at those 5-7 metres in front of them.
These patterns of behaviour have important implications for brands, because
brands have very limited space in which to ‘interrupt’ shoppers attention
in store.
In store POS and signage is one obvious way to attempt to grab consumers’
attention. But in many cases it fails. The key to developing the right
messages for brands in store is understanding the shopper occasion.
occasions can differ by category, however, examples of shopper occasions
include…
6
Brands can use emotional capital in-store
Mastering the art of in-store ‘interruption’ does not rely solely upon simple POS, category management and in-store
visibility. Brands also can leverage the emotional associations shoppers have with a brand through in-store activation.
The emotional capital of every brand is different, however, through the right shopper research a brand can unlock the
power of the latent associations consumers have with that brand. This can make the brand’s activity in store even more
powerful and more likely to interrupt shoppers who are shopping in ‘beta mode’.
For example…
BAILEYS
The Baileys brand was an infrequent purchase. By unlocking the feminine equity of the
brand Diageo developed a proposal for secondary display in areas of the store where
shoppers would be likely to be shopping in an indulgent frame of mind, like confectionery,
ice cream, cakes and even – quite radically – cosmetics!
COCA COLA
The Coca Cola brand has unlocked the emotion around its Christmas associations by
designing innovative POS that stacks its bottles in-store in the shape of a Christmas tree.
This is a classic example of leveraging the highly emotive to create impactful interruption
in store…
7
Using shopper understanding research for
Irish brands…
The purpose of this shopper understanding research to help Irish brands unlock their true potential in-store by
providing brand owners with:
1. An understanding of shopper occasions amongst categories where Irish brands compete
2. Actionable insights on channel strategy at a category level
3. And suggested improvements for Irish brands to implement at the point of purchase
Category
Dairy
Spreads
Tea
Cheese
Fresh
Soup
Soft
Drinks
Water
Yoghurt
Crisps
Shopper occasions & Motivations to Purchase
Brand Implications
Our Output: Recommendations for how Irish brands can win in-store…
8
Qualitative Research Structure
Mobile Groups
Group
No
Criteria
Categories
Store
Location
1
30-40 year old, female, C2D
Main Household Shoppers
Cheese, Dairy Spreads
Tesco
Dublin
2
30-40 year old, female, C2D
Main Household Shoppers
Soft Drinks, Water
SuperValu
Galway
3
40-50 year old, female, BC1
Main Household Shoppers
Yoghurts, Cheese
SuperQuinn
Dublin
4
40-50 year old, female, C2D
Main Household Shoppers
Fresh Soup, Tea
SuperValu
Fermoy
5
40-50 year old, female, C1C2
Main Household Shoppers
Crisps, Soft Drinks
Tesco
Cork
Accompanied Shopping Trips
Shop
No
Criteria
Retailer
Shop
No
Criteria
Categories
1
30-40 year old,
Main Shoppers
SuperQuinn
6
30-40 year old,
Main Shoppers
Tesco
2
40-50 year old,
Main Shoppers
SuperValu
7
40-50 year old,
Main Shoppers
SuperQuinn
3
40-50 year old,
Main Shoppers
Tesco
8
40-50 year old,
Main Shoppers
SuperValu
4
30-40 year old,
Main Shoppers
SuperQuinn
9
30-40 year old,
Main Shoppers
Tesco
5
30-40 year old,
Main Shoppers
SuperValu
10
40-50 year old,
Main Shoppers
SuperQuinn
9
Quantitative Research Structure
Quantitative Research took the form of 1000 entry & exit interviews at stores around the country.
Three of the major multiples agreed to participate in the research:
Shoppers were interviewed before and after visiting the store.
A brief five minute interview was administered to explore:
The shopper archetype
The shopper occasion
Pre-store purchase intent, reason for store choice, presence of shopping lists & offer coupons
Post-store actual purchase behaviour and influencers at the fixture
10
Quantitative Analysis of Sample
Family Status - base 1007
Gender Profile - base 1007
5%
17%
51%
44%
83%
MALE
Children living at home
No children living at home
Store Sample - base 1007
33%
34%
FEMALE
Undeclared
Age - base 1007
5%
13%
34%
18-21
28%
22-29
30-45
45-59
49%
SuperValu
60+
Social Class - base 1007
33%
Tesco
17%
35%
13% 1%
SuperQuinn
ABC1
C2D
E
F
11
Overview of research approach
Shopper
Archetypes
Shopper occasions
We begin by exploring a number of
‘shopper archetypes’ to understand
‘who’ shoppers are and what their
typical shopping behaviours are?
We then move on to an exploration of
the core shopper occasions that exist
and how that influences in-store
shopper behaviour.
And finally move onto a series of
shopper insights at category level – to
understand the implications for Irish
brands.
Shopper Insights
12
At the core of shopper research is
understanding the shopper journey
1. Brand Equity Pre-Store
• Pre-Disposition
• Shopper Type
• State of mind
4. Consumption
2. Store Experience
• Product experience
• Dynamics
• Atmosphere
• Layout
3. Point of Purchase
• Price
• Promotion
• Placement
• Pack Communication
13
This research focuses on
1. Brand Equity Pre-Store
• Pre-Disposition
• Shopper Type
• State of mind
• Channel/Retailer choice
4. Consumption
2. Store Experience
• Product experience
• Dynamics
• Atmosphere
• Layout
3. Point of Purchase
• Price
• Promotion
• Placement
• Pack Communication
14
The influence of journey stages differ
depending upon the product category…
1. Brand Equity Pre-Store
3. Point of Purchase
• Pre-Disposition
• Shopper Type
• State of mind
• Channel/Retailer choice
• Price
• Promotion
• Placement
• Pack Communication
Crisps
Soft Drinks
Tea
Dairy Spreads
Fresh Soup
Cheese
Yoghurt
Water
Greater influence pre-store
Greater influence in-store
15
2
Shopper Archetypes
16
Understanding different types of shoppers
The
Quick
Shopper
The
Browser
Shopper
Typologies
The
Careful
Shopper
The
Bargain
Hunter
17
The Quick Shopper
Grocery shopping is a job,
something to get over and done
with. I don’t want to waste my
time in a supermarket I have too
many other things to fill my life.
Autopilot shopping
Knows the store layout
Likes to stock-up
Brand loyal
Don’t necessarily enjoy
shopping but view it as
means of completing a list
– mental or written.
18
Who is the Quick Shopper?
18-21
22-29
30-45
45-59
60+
TOTAL SAMPLE
5%
13%
34%
28%
17%
THE QUICK SHOPPER
7%
19%
33%
27%
14%
MALE
FEMALE
TOTAL SAMPLE
17%
83%
THE QUICK SHOPPER
27%
73%
ABC1
C2D
E
F
TOTAL SAMPLE
49%
35%
13%
1%
THE QUICK SHOPPER
56%
31%
12%
1%
Quick shoppers are more likely to be younger and ABC1.
Notably, this typology tends to be more male than is the norm.
19
The Careful Shopper
Food shopping, in particular, is
something to take seriously. Time
is spent at the category fixture
reviewing prices, brands, formats
and ingredients.
Engaged in store culture
Immerse themselves in the
experience of shopping
High involvement
Shopping is stimulating –
but still a job so something
to be conscientious about.
Bargains aren’t the main
focus but value is.
20
Who is the Careful Shopper?
18-21
22-29
30-45
45-59
60+
TOTAL SAMPLE
5%
13%
34%
28%
17%
THE CAREFUL SHOPPER
1%
8%
39%
29%
23%
MALE
FEMALE
TOTAL SAMPLE
17%
83%
THE CAREFUL SHOPPER
10%
90%
ABC1
C2D
E
F
TOTAL SAMPLE
49%
35%
13%
1%
THE CAREFUL SHOPPER
46%
37%
16%
1%
Careful Shoppers are much more likely to be female and also tend to be older.
21
The Bargain Hunter
Overtly price conscious and
therefore treats grocery shopping
as a challenge. Price and value are
the key considerations so strategies
are used to seek out the best value.
Visit many retailers
Offer ‘destinations’ drives their
behaviour
Shopping is a war and one that you
have to constantly alert to to win.
Word-of-mouth and advertising are
relied upon for the latest greatest
deals.
22
Who is the Bargain Hunter?
18-21
22-29
30-45
45-59
60+
TOTAL SAMPLE
5%
13%
34%
28%
17%
THE BARGAIN HUNTER
4%
10%
35%
34%
16%
MALE
FEMALE
TOTAL SAMPLE
17%
83%
THE BARGAIN HUNTER
11%
89%
ABC1
C2D
E
F
TOTAL SAMPLE
49%
35%
13%
1%
THE BARGAIN HUNTER
34%
53%
11%
2%
Bargain Hunters again are more likely to be women and significantly more C2D than
is the norm amongst the rest of the typologies.
23
The Browser
Some of us genuinely enjoy
the experience of shopping
and love to take our time in
the supermarket.
Shopping as stimulation
Sometimes an ‘idea’ and
inspiration exercise for consumers
Compromise on price for a more
enjoyable shopping experience
Food is to be enjoyed and so are
new tastes. We know what we
need but sometimes use the
supermarket as a catalyst for
purchases.
24
Who is the Browser?
18-21
22-29
30-45
45-59
60+
TOTAL SAMPLE
5%
13%
34%
28%
17%
THE BROWSER
4%
11%
27%
29%
29%
MALE
FEMALE
TOTAL SAMPLE
17%
83%
THE BROWSER
13%
87%
ABC1
C2D
E
F
TOTAL SAMPLE
49%
35%
13%
1%
THE BROWSER
66%
16%
18%
0%
Finally, the Browsers tend to be older and more up-market ABC1s.
25
Understanding the size of the typologies
What type of shopper are you? – Base: 1007
The Browser
6%
The Bargain Hunter
18%
The Quick Shopper
48%
The Careful Shopper
28%
26
Who makes a list?
Careful shoppers and Bargain hunters are more likely to make shopping lists.
Did you make a shopping list before
visiting the store today? – base:1007
Yes 22%
No 78%
16% of quick shoppers
29% of careful shoppers
29% of bargain hunters
12% of browsers
27
Who brings special offer coupons?
Very little ‘coupon’ behaviour at the three retailers we surveyed – perhaps driven
reliance on loyalty schemes as main source of reward in Tesco and SuperQuinn?
Did you bring special offer coupons with
you to the store today? – base:1007
Yes 7%
No 93%
6% of quick shoppers
11% of careful shoppers
7% of bargain hunters
2% of browsers
28
Who reads about special offers in advance?
Careful shoppers and Bargain hunters are more read about special offers before
visiting the store.
Did you read about any special offer
before you visited the store today? – base:1007
Yes 20%
No 80%
12% of quick shoppers
28% of careful shoppers
26% of bargain hunters
12% of browsers
29
3
Shopper Occasions
30
What are the main shopper occasions?
There are six main shopper occasions…
Main shopper occasions – base: 1007
Big stock-up; 2%
Just passing and thought of
something I needed; 19%
Main weekly shop; 26%
I am on a daily/routine
shopping trip; 9%
Last minute emergency; 5%
Quick top-up shop; 39%
31
Who is shopping on these occasions?
Careful shoppers and Bargain hunters are methodical in their shopping behaviour so tend to complete
weekly shopping trips. By contrast, The Browser uses shopping as an inspiration for cooking so can
complete a quick top-up shop frequently to ‘browse’ the store for ideas…
Base: 1007
I was just passing
by and thought of
something I
needed
I am on a
daily/routine
shopping trip
I am on a last
minute/emergenc
y shopping trip
I am on a quick
top-up shop
AVERAGE
19%
10%
5%
40%
25%
1%
The Quick
Shopper
30%
11%
6%
39%
14%
1%
The Careful
Shopper
10%
9%
3%
37%
40%
2%
The Bargain
Hunter
10%
9%
6%
42%
33%
0%
The Browser
13%
5%
7%
55%
16%
4%
I am on a big
I am on my main
stock-up shopping
weekly shop
trip
32
Quick Shopper Mindset
BETA MODE = Low involvement /
low mental activity (Sub Conscious)
Most of the time Quick shoppers are shopping in what is know as ‘low involvement processing’ (beta mode mental
activity). This is a mental state one step above the subconscious in which the brain is not consciously making choices
or considering options but prompting action when known/learned signals come into view.
Quick shoppers tend to spend very little time at the supermarket shelf but, instead seek out their preferred brands
or products that they recognise instantly. Their key shopping occasions are typically when they are ‘just passing’ or
‘topping up’ so purchase behaviour is driven by a relatively immediate need.
Did you buy the same brand you
intended before entering the store? base 145
Example: Fresh Soup – base 145
We examined pre-store and post-store purchase
intentions for Fresh Soup. The vast majority of quick
shoppers in the tea category (94%) had a brand in
mind pre-store and stuck with that brand – making
the shopping occasion very low involvement. By
contrast Bargain Hunters hare more involved and so
switch from pre-store intentions in greater numbers.
42%
The Bargain Hunter
The Quick Shopper
58%
8%
92%
No
Yes
33
Example of a typical Quick Shopper occasion
Shopper
Typology
The Quick
Shopper
Typical occasion
I was just passing by and thought of something I needed
Shopper
Mindset
Beta Mode
Key Shopper
Journey Stage
Reliance on
brand
preference
Low
Involvement
Unconscious
Shopping
PRE-STORE
Shopper seeks
out preferred
brand initially
34
Bargain Hunters’ Shopper Mindset
ALPHA MODE = High involvement /
high mental activity (Conscious)
Bargain Hunters tend to be much more involved in their shopping occasions as they seek out the best deal or offer. As
a result, we would describe the bargain hunters’ shopper mindset as alpha-mode – very high involvement with a high
level of conscious activity. The Bargain Hunter, thus relies upon in-store signage and promotions to help them along
their shopper journey.
What were you thinking at the crisps shelf? – base 179
Bargain Hunters
Who is the cheapest
Example: Crisps – base 179
43%
What else is on offer
We asked respondents what were they
thinking at the crisps shelf. Across the
total sample 43% were interested in ‘who
is the cheapest’. This figure rises to 62%
amongst bargain hunters, with a further
30% looking for the best offer…
28%
A new pack caught my eye
10%
I should buy Irish
8%
62%
30%
-%
-%
Other
5%
8%
I only want enough for the weekend
5%
-%
Will they eat everything in the variety pack
2%
-%
35
Example of a typical Bargain Hunter occasion
Shopper
Typology
The Bargain Hunter
Typical
occasion
I am on my main weekly shop
Shopper
Mindset
Key Shopper
Journey Stage
Alpha Mode
Reliance on brand
preferences & POP
High Involvement
Conscious Shopping
IN-STORE
Shopper actively
seeks out best
prices – sometimes
between stores
36
The Careful Shopper Mindset
ALPHA MODE = High involvement /
high mental activity (Conscious)
BETA MODE = Low involvement /
low mental activity (Sub Conscious)
Careful Shoppers use both Alpha Mode and Beta Mode processing on their shopping trips. They approach some
categories with high levels of involvements whilst others are routinely shopped with ‘quick shopper’ style behaviour
relying upon in-store stimulus.
What were you thinking at the yoghurt shelf?
– base 63 (careful shoppers)
Example: Yoghurt – base 63
Other, 8%
I should buy
Irish, 10%
We asked respondents what were they thinking at the
yoghurt shelf. Amongst Careful Shoppers the results
illustrated how low and high-involvement processing is
at work. Almost half of careful shoppers were looking for
the ‘best prices’ whilst a significant second group were
looking for their favourite brand. Shopping in this
category – for careful shoppers – can be both conscious
and unconscious…
What is on
offer/Who is
the cheapest,
43%
Where is my
usual brand,
39%
37
Example of a typical Careful Shopper occasion
Shopper
Typology
The Careful Shopper
Typical
occasion
I am on my main weekly shop
Shopper
Mindset
Shopper
Journey Stage
Alpha & Beta Mode
Reliance on brand
preferences & POP
Medium Involvement
Conscious Shopping
PRE & INSTORE
Shopper seeks out
preferred brand &
take cares on product
choice, prices and
promotions
38
The Browsers’ Mindset
ALPHA MODE = High involvement /
high mental activity (Conscious)
Browsers are highly involved in the shopping experience and tend to spend time in the supermarket and at the
fixture exploring food products for inspiration. The Browser is this a highly conscious shopper, keen to read labels,
understand ingredients and often open to trying new things.
In-store marketing and on-pack communications are essential to appeal to this shopper – however, there are fewer
browsers than any other typology. Indeed many browsers tend to choose a retailer who they feel gives them the
greatest choice – shopping is an experience for the browser.
39
Example of a typical Browser occasion
Shopper
Typology
The Browsers’ Typical
occasion
Typical
occasion
I am on a quick top up shop
Shopper
Mindset
Shopper
Journey Stage
Alpha Mode
Reliance on POP as
stimulation
High Involvement
Conscious Shopping
In-store
Shopper may have an
occasion based need
but will take a little
time to browse the
fixture
40
Brand Commitment x Shopper Typology
Did you buy the same brand you intended when you went inside?
– base:1007
The Quick Shopper
12%
The Careful Shopper
13%
yes
no
88%
The Bargain Hunter
18%
87%
The Browser
25%
82%
75%
The purchase decision for the majority of food and drinks brands we looked at are decided upon pre-store.
41
The Point of Purchase Index
In order to illustrate further the differences between the various shopper typologies, we have produced a point of
purchase index. This index illustrates how each shopper typology is influenced by in-store point of purchase material
relative to one another – Browsers and Bargain Hunters score highest on the index illustrating how point of purchase
is more important as stimuli to those groups….
POP Index Explained:
We asked our respondents did they buy the same brand as intended before going into the store. Across the total sample
(and all categories) 86% of respondents bought the brand. The remaining 14% of respondents were influenced by what they
saw in-store in some way.
We use this 14% as our ‘baseline’:
So 14%
14% = an index of 1
Quick Shoppers: 12%
Careful Shoppers: 13%
Bargain Hunters: 18%
Browsers: 25%
14% = 0.86
14% = 0.92
14% = 1.26
14% = 1.78
In order to illustrate the relative scale of influence we then multiply each of the typology indexes by they segment size to
produce the chart on the next slide….
42
POP not as big an influence for the majority
Above the line are segments who
‘over-index’ on POP influence – in
other words this are the shoppers
who are most influenced by instore stimuli.
The Browser
The Bargain Hunter
INDEX = 1
The Careful Shopper
The Quick Shopper
The vast majority of shoppers stick with the brand they
intended to buy regardless of POP. The two largest shopper
segments – Careful Shoppers and Quick Shoppers actually
under-index on Point of Purchase influence – revealing how in
food and drinks pre-store influencers are critical.
43
Reasons for Brand Commitment
Why did you choose the brand you did? – base 1007
Personal/Family Favourite
52%
Best value
Irish
13%
7%
Quality brand
Special offer/promotion
19%
Personal Family Favourites, Irishness and
brand Quality account for 78% of reasons
consumers offer for brand purchase in the
eight categories we examined.
But as we will see there are variances by
food/drink category and other factors such as
format and pack innovation can influence
decision-making.
9%
44
4
Shopper & Category Insights
45
Category Insights: Overview
Crisps
Crisp shoppers rely on visibility of special offers in-store.
Soft
Drinks
Yoghurt shoppers want to stock-up with special offer multi-packs.
Tea
Tea shoppers want to stock-pile their favourite brand.
Dairy
Spreads
Dairy Spread shoppers want the best quality brand.
Fresh
Soups
Fresh Soup shoppers want to try new recipes and products.
Cheese
Cheese shoppers want a bit more excitement.
Yoghurt
Soft drink shoppers rely on in-store offer visibility.
Water
Irish shoppers want value added in water.
46
Crisps: The decision-hierarchy
47
Crisps Shopping occasions
Shopping occasions for crisps– base 160
I AM ON A BIG STOCK-UP SHOPPING TRIP
2%
12%
27%
28%
I AM ON MY MAIN WEEKLY SHOP
I AM ON A QUICK TOP UP SHOP
I AM ON A LAST MINUTE/EMERGENCY SHOPPING TRIP
29%
38%
5%
5%
I AM ON A DAILY ROUTINE SHOPPING TRIP
8%
10%
18%
18%
I WAS JUST PASSING BY AND THOUGHT OF SOMETHING I NEEDED
TOTAL SAMPLE
CRISPS
Crisp purchasing in the multiples is typified by ‘stocking up’ behaviour with 12% of crisp buyers on a ‘big stock up shop’
compared with 2% of the wider sample.
48
Crisp Purchase Decision-Making
Over 1 in 3 crisp shoppers either
changed from the brand they had in
mind pre-store or simply didn’t have a
brand in mind pre-store.
Did you buy the same brand of crisps as you intended before
you went into the store? – base 152
DIDN'T HAVE A
BRAND IN MIND,
8%
Crisp purchasing is, therefore, quite
reliant upon in-store point of
purchase stimulus compared to other
categories.
YES, 63%
NO, 29%
This is a challenge for brands,
particularly when price and special
offer play such a significant role in
purchase decision-making.
occasion
For Me
Now
Brand
Flavour
Format
Price/Offer
For Family
Later
Format
Price/Offer
Brand
Flavour
For Party
Later
Format
Price/Offer
Brand
Flavour
49
Crisps: Key Pre-Store Influences
Top of mind
Irish Brands
Tayto
King
Hunk Dory’s
Perri
Irish Brand Equity
A category
where the
importance of
Irishness is
understood but
increasingly
undermined by
price
competition
Key Shopper Typology
The Bargain
Hunter:
Over 50% of
bargain hunters
choose the crisps
they buy based
on in-store POP
factors such as
price/offers.
Shopper Mind-State
High
involvement
Conscious
Rational
Shopping
Awareness of
prices and offers
is important
50
Crisps: Key POP Influences
Price
Promotion
Shoppers increasingly aware of competition
on prices driven mainly by Walkers. Irish
brands of crisps are perceived to be ‘a bit
more expensive’ sometimes than their UK
counterparts and own label products.
Shoppers are on alert for mutli-pack offers
(BOGOFF) again driven by Walkers. Irish
brands perceived to be ‘less likely’ to make
very competitive offer in-store yet UK
competitors have built reputation for this.
Crisps
Placement
Packaging
Aisle ends are the expected location of low
priced/promoted multi-packs.
A case of more is more in this category – but
not for everyone. Careful shoppers don’t
want to over-stock the cupboards for health
reasons so six pack is still order of day - but
again with an eye on price competitiveness.
The Bargain Hunter in particular seeks out
aisle ends in crisp category.
51
Crisps: Category Insight
Crisps
Crisp shoppers rely on visibility of special offers in-store.
What were you thinking at the crisps shelf? – base 179
Who is the cheapest
43%
What else is on offer
28%
A new pack caught my eye
10%
I should buy Irish
8%
Other
5%
I only want enough for the weekend
5%
Will they eat everything in the variety pack
2%
Price and value are the key influencers for crisps in the multiples. Irish
brands have no choice but to respond with competitive offers.
52
Soft Drinks
53
Soft Drinks Shopping occasions
Shopping occasions for soft drinks – base 172
I AM ON A BIG STOCK-UP SHOPPING TRIP
2%
12%
27%
28%
I AM ON MY MAIN WEEKLY SHOP
I AM ON A QUICK TOP UP SHOP
I AM ON A LAST MINUTE/EMERGENCY SHOPPING TRIP
35%
38%
5%
5%
I AM ON A DAILY ROUTINE SHOPPING TRIP
7%
10%
18%
I WAS JUST PASSING BY AND THOUGHT OF SOMETHING I NEEDED
TOTAL SAMPLE
25%
SOFT DRINKS
Soft drink purchasing in the multiples is characterised by ‘stocking up’ and is part of shoppers weekly
repertoire. Soft Drinks is a category that is now fundamentally driven by special offer deals on major brands.
Note: Small base at “Just passing by and thought of something I needed” means the scores for this occasion should be treated with
caution in this context.
54
Purchase Decision-Making in Soft-Drinks
The power of large multi-national brands such as Coca Cola means many soft drinks products are intended purchases
before a shopper gets to a store. Value, Price, Special Offers and Format Deal all play an influential role in shaping
purchase decisions at the point of purchase.
However, these decisions may be almost ‘instant’ with shoppers relying on visibility and instant recognition of an offer
at aisle ends to convert them to purchase. The instant nature of shopper decisions in the soft-drinks category is
illustrated by virtue of the fact that almost counter-intuitively we find Quick Shoppers over-index on POP influence in
this category:
POP Index – Soft Drinks
Quick Shopper – 1.25
Quick Shoppers are influenced by what they see
in-store more than any other typology.
Bargain Hunter – 0.4
Visibility of offers drives this behaviour
Average – 1.0
.
Careful Shopper – 0.45
occasion
For Me
Brand
Flavour/Variant
Format
Price/Offer
For Family
Price/Offer
Brand
Flavour
Format
For Party
Price/Offer
Brand
Flavour
Format
55
Soft Drinks: Key Pre-Store Influences
Top of mind
Irish Brands
Consumers
struggle to recall
‘Irish’ Soft Drinks
brands. When
prompted they
suggest…
Club
Finches
TK
Irish Brand Equity
A category
where the
importance of
Irishness has
been
undermined by
the power of
international
brands
Key Shopper Typology
The Quick
Shopper
55% of soft-drink
shoppers and a
group that overindexes on POP
influence.
Shopper Mind-State
Medium
involvement
Rational &
Emotional
Some subconscious
shopping
56
Soft Drinks: Key POP influences
Price
A category that is hugely price driven in the
multiples and very difficult for Irish brands to
‘win’ on price competition. Coca Cola, 7Up,
Fanta & Pepsi are now expected to offer
some offer of real value to shoppers
Promotion
BOGOFF is very common so bargain hunters,
quick shoppers and careful shoppers are
tuned in to those offers.
Soft Drinks
Packaging
Placement
Aisle ends are critical.
Pack format is also hugely important and the
multi-national brands ‘own’ many aisle ends
and fixtures via the diversity of their pack
formats.
57
Soft Drinks: Category Insight
Soft
Drinks
Soft drink shoppers rely on in-store offer visibility.
What were you thinking at the soft drinks shelf? – base 160
What do i have a home/can I stock up
17%
Where is my favourite
A new pack caught my eye
Are there any specials
20%
10%
53%
58
Tea
59
Tea Shopping occasions
Shopping occasions for soft drinks – base 172
I AM ON A BIG STOCK-UP SHOPPING TRIP
2%
12%
27%
29%
I AM ON MY MAIN WEEKLY SHOP
38%
42%
I AM ON A QUICK TOP UP SHOP
I AM ON A LAST MINUTE/EMERGENCY SHOPPING TRIP
5%
4%
10%
12%
I AM ON A DAILY ROUTINE SHOPPING TRIP
I WAS JUST PASSING BY AND THOUGHT OF SOMETHING I NEEDED
12%
TOTAL SAMPLE
18%
TEA
Broadly Tea purchase occasions are in line the purchase occasions for other categories – with one exception
– the ‘big stock up shop’ where 12% of tea purchases are made. Tea is a category that consumers like to
stock up on…
60
Tea Purchase Decision-Making
Did you buy the same brand of tea as you intended
before you went into the store? – Base: 157
Over 90% of the tea shoppers stuck
with the brand of tea they had in
mind pre-store.
DIDN'T HAVE A
BRAND IN
MIND, 1%
NO, 8%
Commitment to tea brands – in the
mainstream at least – is profound.
YES, 91%
Everyday
Brand
Format
Price/Offer
Special
Requirements
Type/Flavour
Brand
Format
occasion
Price/Offer
61
Tea: Key journey moments – Pre-Store
Top of mind
Irish Brands
Barry’s
Lyon’s
Bewley’s
Irish Brand Equity
Key Shopper Typology
Shopper Mind-State
A category
where the
importance of
Irishness is
critical and
shoppers have
learned to ‘stockup’ on their
favourites
The Careful
Shopper & The
Bargain Hunter
Low involvement
- emotional
62
Tea: Key journey moments – POP
Price
Promotion
The Bargain Hunter and the Careful
Shopper are both interested in price but
in many cases even they are so committed
to an ‘Irish’ brand of tea that they may not
switch brands.
Shoppers rely on bulk offer to stock-up on
a preferred brand – bargain hunters and
careful shoppers in particular are prone to
‘stocking up’ as a mode of shopping
behaviour.
Tea
Placement
Packaging
Given the importance of offers and
‘BOGOFFs’ aisle ends are a store hot-spot
for tea shoppers
Again the emphasis on bulk buying comes
through with a focus on ‘extra-free’ packs
and banded offers.
63
Tea: Category Insight
Tea
Shoppers want to stock-pile their favourite brand
What were you thinking at the tea shelf? – base 145
A new pack caught my eye
Are there any offers
Where is my favourite
10%
NPD and innovation is also influencing
shoppers at POP – keeping the category
‘new and fresh’.
31%
59%
At the fixture thoughts are very simple in the tea category – the majority of shoppers are focusing on
their favourite brand and look out for offers…
64
Dairy Spreads
65
Dairy Spreads Shopping occasions
Shopping occasions for dairy spreads – base 160
I AM ON A BIG STOCK-UP SHOPPING TRIP
2%
1%
27%
I AM ON MY MAIN WEEKLY SHOP
38%
38%
I AM ON A QUICK TOP UP SHOP
I AM ON A LAST MINUTE/EMERGENCY SHOPPING TRIP
36%
5%
4%
I AM ON A DAILY ROUTINE SHOPPING TRIP
I WAS JUST PASSING BY AND THOUGHT OF SOMETHING I NEEDED
TOTAL SAMPLE
10%
10%
10%
18%
DAIRY SPREADS
The main weekly shop is the key occasion for Dairy Spreads as shopper stock-up on a stable they
need week in, week out.
66
Dairy Spread Shopper Typologies
DAIRY SPREADS SHOPPER TYPOLOGIES – base 190
THE BROWSER,
5%
THE BARGAIN
HUNTER, 21%
The shopper typology of greatest
importance to the Dairy Spread category is
the Careful shopper – 43% of our Dairy
THE QUICK Spread buyers were careful shoppers.
SHOPPER, 31%
Purchase of Dairy Spreads for these
shoppers combines both caution around
the best ‘deal’ but also around the product
itself.
Irishness is hugely important but shoppers
are noticing functional benefits increasingly
from non-Irish brands and lower prices
from shops own-brand.
THE CAREFUL
SHOPPER, 43%
The challenge for Irish brands is to maintain
perceived quality through communications
on-pack and innovation.
67
Dairy Spread Purchase Decision Making
Did you buy the same brand you intended to buy
before you went into the store?
DIDN'T HAVE A
BRAND IN MIND,
7%
NO, 11%
The brand is still a huge influence for
shoppers in this category as over 82% of
shoppers stuck with the brand they had in
mind pre-store.
YES, 82%
Everyday
Brand
Size
Variant
Price
Special
Requirement
Functional
benefit
Brand
Size
Price
occasion
68
Dairy Spreads: Key Pre-Store Influences
Top of mind
Irish Brands
KerryGold
DairyGold
Low Low
KerryMaid
Irish Brand Equity
Irishness is
critical but the
main Irish brands
are relatively
undifferentiated
– functional
benefits are
mainly
associated with
overseas brands
Key Shopper Typology
Shopper Mind-State
The Quick
Shopper
Low involvement
– Emotional
45% of all dairy
spread purchases
are made by the
quick shopper
Because many
shoppers rely
upon brands to
cue quality
69
Dairy Spreads: Key POP Influences
Price
Price is becoming a key influencer at the
fixture for ‘generic’ dairy spreads that are
under threat from ‘me too’ own label
products. Functional spreads are
perceived to be very expensive.
Promotion
Shoppers complain of how few offers exist
in the Dairy Spreads category.
Dairy Spreads
Packaging
Placement
Again, the chilled cabinet is one that
facilitates little in the way of browsing.
The packaging colour of the category is
‘gold’. Although functional spreads are
cutting through with their different colour
packaging palate.
70
Dairy Spreads: Category Insight
Dairy
Spreads
Shoppers want the best quality spread and increasingly see new products
that challenge the quality of traditional Irish favourites.
What were you thinking at the dairy spreads shelf? – base 174
Are any on offer?
7%
I'd like to buy some of them but
they are too expensive
26%
A new pack caught my eye
I should buy Irish
Where is my favourite?
24%
15%
28%
Shoppers are noticing ‘functional benefit’ spreads such as
benecol, flora proactive but barriers to purchase exist –
taste, price. An opportunity for Irish spreads to target.
71
Fresh Soup
72
Fresh Soup
Shopping occasions for fresh soup – base 160
I AM ON A BIG STOCK-UP SHOPPING TRIP
2%
4%
27%
I AM ON MY MAIN WEEKLY SHOP
29%
38%
I AM ON A QUICK TOP UP SHOP
I AM ON A LAST MINUTE/EMERGENCY SHOPPING TRIP
29%
5%
8%
10%
I AM ON A DAILY ROUTINE SHOPPING TRIP
13%
18%
17%
I WAS JUST PASSING BY AND THOUGHT OF SOMETHING I NEEDED
TOTAL SAMPLE
FRESH SOUP
The Quick Top-Up Shop is a key occasion for Fresh Soup shoppers – even in the multiples – meaning
convenient ready to use formats are increasingly driving purchase behaviour.
Shoppers often want to consumer fresh soup straight away.
73
Fresh Soup Purchase Decision-Making
Special Offers and Brand
Commitment account for about
two thirds of purchases in Fresh
Soup.
Why did you choose the brand you did? – base 160
On special offer
38%
My usual brand
36%
Wanted to try something different
10%
An interesting flavour
10%
Can heat straight away
occasion
But it is notable a further third of
purchases are driven by
innovation in pack design or even
product composition.
A lot of these purchases are for
the shopper themselves.
6%
For special
meal
Brand
Flavour
Format
Price/Offer
For me now
e.g. lunch
Format
Flavour
Brand
Price/Offer
For family
Type/Flavour
Format
Price/Offer
Brand
74
Fresh Soup: Key Pre-Store Influences
Top of mind
Irish Brands
Avonmore
Cully & Sully
Irish Brand Equity
Irishness is
valued in this
category but
occasion specific
purchasing
means pack
format is
increasingly
influential.
Key Shopper Typology
Shopper Mind-State
Low involvement
– emotional
The Quick
Shopper
&
Medium
involvement
- rational
75
Fresh Soup: Key POP Influences
Price
Price is playing an important influencing role at POP
on shopping occasions for ‘the family’ where large
volumes are required. Litre packs of Fresh Soup
dominate that space but private label is fighting
hard for shoppers’ minds with lower prices.
Promotion
The family purchase occasion encourages shoppers
to look for ‘bulk buying’ value. Extra fills and
BOGOFF are the real stand out promotions for
shoppers.
Fresh Soup
Placement
Packaging
As with cheese, the chilled nature of the category
doesn’t encourage browsing so this is a low
involvement purchase with shoppers making
decisions quickly and relying on highly visible
stimulus such as promotions or packaging…
The quick shopper in particular is relying upon pack
formats as a ‘cue’ in their purchase decision-making
process. Particularly when purchasing soup for
immediate consumption e.g. microwaveable
formats.
76
Fresh Soup: Category Insight
Fresh
Soups
Fresh Soup shoppers want to try new recipes and new products.
What were you thinking at the fresh soup shelf? – base 120
That's a new product
12%
How does this compare to other brands
Are there any offer
I should buy Irish
A new pack caught my eye
15%
10%
11%
17%
35%
Where is my favourite
Pack innovations is interrupting some
consumers at the fresh soup fixture
77
Cheese
78
Cheese Shopping occasions
Shopping occasions for cheese – base 160
I AM ON A BIG STOCK-UP SHOPPING TRIP
2%
1%
27%
28%
I AM ON MY MAIN WEEKLY SHOP
38%
42%
I AM ON A QUICK TOP UP SHOP
I AM ON A LAST MINUTE/EMERGENCY SHOPPING TRIP
I AM ON A DAILY ROUTINE SHOPPING TRIP
I WAS JUST PASSING BY AND THOUGHT OF SOMETHING I NEEDED
TOTAL SAMPLE
5%
5%
10%
11%
18%
14%
CHEESE
Cheese purchasing occurs in-line with the shopper occasion pattern identified across the sample.
However, it is notable that the category is more frequently shopped on a ‘quick top-up shop’ & a casual ‘just passing by’
shop. This illustrates the low involvement and quick nature of purchasing in the mainstream cheese category.
79
Cheese Shopper Typologies
CHEESE SHOPPER TYPOLOGIES - base 203
Unsurprisingly, 43% of the cheese
shoppers we spoke to were ‘quick
shoppers’, illustrating the ‘fast paced’
nature of cheese purchase behaviour.
THE BROWSER, 3%
THE BARGAIN HUNTER,
22%
THE QUICK SHOPPER, 43%
Cheese purchasing for the
mainstream consumer is driven by
recognition of a preferred brand –
particularly amongst quick shoppers.
Notably, careful shoppers are more
inclined to take time to look for offers
on own label cheeses – as are bargain
hunters.
THE CAREFUL SHOPPER,
32%
80
The cheese purchase decision-making
Did you buy the same brand of cheese as you
intended before you went into the store? – base 203
DIDN'T HAVE A
BRAND IN MIND,
9%
However, 25% of shoppers are
uncommitted to their cheese brand
and so are open to generic or own
label offers.
NO, 16%
Decision-making is almost instant in
this category with the type of cheese
– usually cheddar – a given. The
brand plays a key role – with
‘Irishness’ a factor even in own-label
cheese.
YES, 75%
occasion
Three quarters of shoppers have a
brand of cheese in mind before going
into a store and bought that brand at
the fixture.
Everyday
Type
Brand
Format
Price/Offer
Special
occasion
Type
Brand
Format
Price/Offer
For now
Type
Brand
Format
Price/Offer
81
Cheese: Key Pre-Store Influences
Top of mind
Irish Brands
Irish Brand Equity
Key Shopper Typology
Shopper Mind-State
Low involvement
Kilmeaden
Dubliner
Mitchelstown
Galtee
Easy-Singles
Charleville
Irishness is
critical as an
imprimatur of
quality – but
brand
commitment is
overshadowed
by commitment
to type of cheese
The Quick
Shopper
43% of cheese
shoppers are
quick shoppers.
Sub-conscious
shopping
Decisions made
instantly
Perceived brand
‘quality’ is huge
influencer prestore.
82
The cheese category field of vision
Many of the cheese shoppers we spoke to described how the shopping the category is like looking at a
‘yellow’ wall. Irish cheese is dominated by cheddar blocks with very little else interrupting the shoppers’
in-store experience – excepts for stores that have dedicated premium cheese fixtures.
The yellow wall…
The own label threat…
Own label cheeses are fueling an homogenous
look and feel to the cheese fixture and so
brand owners need to invest in unique quality
packaging to stand-out from emerging low-cost
alternatives…
83
Cheese: Key POP influences
Price
Promotion
Pricing on mainstream cheese is considered to
be reasonably price competitive by shoppers.
The range and choice of mainstream cheese
brand available creates a sense of
competitiveness in the category.
Cheese is not a category that shoppers readily
associate with special offer promotions. But prestore promotion – in the form of advertising is
playing a significant role in influencing shoppers.
The brand is very important in this category.
Cheese
Placement
Shoppers tend not to spend too much time
‘browsing’ the cheese fixture – mainly because
chilled cabinets are a cold environment.
Packaging
But pack innovation is playing an important POP
influence for shoppers as new formats allow
brands to achieve greater ‘stand out’. Zip lock
bags and re-sealable packaging – in particular.
84
Cheese: Category Insight
Cheese
Cheese shoppers want a bit more excitement…
What were you thinking at the cheese shelf? – base 145
How does this compare to other brands
15%
Are there any offer
10%
I should buy Irish
11%
A new pack caught my eye
Where is my favourite
15%
49%
Brand commitment is strong in this category but the importance/presence of Irishness as a
consideration is also a threat as own-label cheese are gaining in-roads as viable alternatives.
New packaging ‘catching shoppers’ eyes’ is an essential means of reinforcing quality cues.
85
Yoghurt
86
Yoghurt Shopping occasions
Shopping occasions for yoghurts – base 172
I AM ON A BIG STOCK-UP SHOPPING TRIP
2%
2%
I AM ON MY MAIN WEEKLY SHOP
24%
27%
38%
I AM ON A QUICK TOP UP SHOP
I AM ON A LAST MINUTE/EMERGENCY SHOPPING TRIP
43%
5%
6%
10%
I AM ON A DAILY ROUTINE SHOPPING TRIP
12%
I WAS JUST PASSING BY AND THOUGHT OF SOMETHING I NEEDED
14%
TOTAL SAMPLE
18%
YOGHURT
Yoghurt purchasing occurs in-line with the shopper occasion pattern identified across the sample.
However, like cheese, the category is more frequently shopped on a ‘quick top-up shop’ & a casual ‘just passing by’
shop. This indicate yogurt is something of a ‘low involvement’ purchase.
87
Yoghurt Purchase Decision-Making
Did you buy the same brand of you intended before to buy before you went into
the store? – Base 178
DIDN'T HAVE A
BRAND IN MIND,
5%
Despite special offers playing an
important role when shopping for the
family, yoghurt shoppers tend to
‘stick’ with the brands they intend to
buy pre-store.
NO, 12%
But ‘stocking-up’ behaviour in this
category means the multi-pack format
is very important to shoppers.
Multi-packs allow shoppers to feel
they are getting a good deal.
YES, 83%
For Me
occasion
For Family
Brand
Flavour
Format
Price Offer
Functional
Benefit
Brand
Flavour
Format
Format
Price/Offer
Brand
Flavour
Price/Offer
88
Key Shopper Typology in Yoghurt
The Point of Purchase Index for Yoghurt reveals the Quick Shopper should be a major concern for Irish brand owners.
Quick Shoppers are the largest segment and they over-index on the influence of Point of Purchase…
Average Point of Purchase Influence: 17%
So using 17% as our baseline – 17%
17% = 1
Yoghurt POP Index by Shopper Typology
Quick shoppers are influenced by
factors at the fixture such as
price, offer, format
The Quick Shopper – 1.53
The Careful Shopper – 0.88
The Quick Shopper;
1.53
The Browser – 0.07
The Bargain Hunter – 1.18
The Bargain Hunter;
1.18
INDEX = 1
The Careful
Shopper;0.88
The Browser;
0.07
89
Yoghurt: Key Pre-Store Influences
Top of mind
Irish Brands
Irish Brand Equity
Key Shopper Typology
The Quick
Shopper:
Yoplait
Glenisk
Irish brands are
highly valued in
this category
because of our
strength as a
dairy producer.
42% of Yoghurt
Shoppers are
Quick Shoppers –
many of whom
rely upon
familiarity and
brands. But also
many of whom
make decisions
at the fixture.
Shopper Mind-State
Low-Medium
involvement
Rational &
Emotional
Some subconscious
shopping
90
Yoghurt: Key POP Influences
Price
Promotion
Price is, of course, playing a role but
consumers tend to judge prices in this
category via ‘value’ and what they can get in
a multi-pack format.
Notably, little or no reference at all to POP
promotion in the category across the
research. An opportunity to ‘interrupt’
shoppers with fridge merchandising?
Yoghurt
Placement
Packaging
Chilled category means shoppers ‘seek out’
the yoghurt section – very little expectation
of aisle end offers. However, category
blocking is playing an important role for
consumers – i.e. kids, functional, organic etc.
Multi-pack formats are the order of the day
for many consumers but, notably, some
brands have achieved stand-out via larger
single serve formats e.g. Glenisk.
91
Yoghurt: Category Insight
Yoghurt
Yoghurt shoppers want to stock-up with special offer multi-packs.
What were you thinking at the yoghurt shelf? – base 155
Where is my favourite brand
40%
Are there any specials
35%
A new pack caught my eye
9%
I only buy Irish yoghurt
Other
11%
5%
The focus on special offers centers around multi-pack special offers. But Irishness and ‘new packs’ are
also in shoppers thoughts at the fixture – small brands can stand out because of the routine nature of
this shopping occasions but need to offer value via multi-pack offers.
92
Water
93
Water Shopping occasions
Shopping occasions for water – base 160
I AM ON A BIG STOCK-UP SHOPPING TRIP
2%
4%
27%
27%
I AM ON MY MAIN WEEKLY SHOP
38%
I AM ON A QUICK TOP UP SHOP
I AM ON A LAST MINUTE/EMERGENCY SHOPPING TRIP
I AM ON A DAILY ROUTINE SHOPPING TRIP
34%
5%
6%
10%
5%
18%
I WAS JUST PASSING BY AND THOUGHT OF SOMETHING I NEEDED
24%
TOTAL SAMPLE
WATER
Water shopping occasions are reflective of typical shopper occasions in the multiples with shoppers
buying water in a range of situations. Consumers tend to buy water as the need it so some of the
multiples water shoppers were literally ‘passing trade’ shoppers who had an immediate need for water.
94
Water Purchase Decision-Making
The key challenge facing Irish water brands, not unlike soft-drinks brands, is shoppers are stocking up on
big name brands at discount prices. Water has become a commodity purchase for many shoppers with
the brand slipping in importance on the decision-tree.
For me now
Still
Size/Format
Brand
Price/Offer
Sparkling
Brand
Price/Offer
Flavoured
Brand
Price/Offer
Still
Price/Offer
Size/Format
Brand
Sparkling
Price/Offer
Size/Format
Brand
Flavoured
Price/Offer
Size/Format
Brand
occasion
For family
95
Water: Key Pre-Store Influences
Top of mind
Irish Brands
Ballygowan
Tipperary
Kerry Spring
Rockwell
Isca
Irish Brand Equity
Key Shopper Typology
Shopper Mind-State
Irish names offer
a reassuring
sense of quality
but increasingly
the category is
becoming
generic.
The Bargain
Hunter & The
Careful Shopper
account for over
50% of water
shoppers and are
often driven by
price and special
offers.
Medium
involvement rational
96
Water: Key POP Influences
Price
Promotion
The water category in the multiples is
increasingly becoming all about price.
Value is the order of the day with major
international brands squeezing prices to
rock bottom.
In-store POP is hugely influential via
banded offers and multi-packs. These
offers are now expected by shoppers.
Water
Placement
Packaging
Offers at aisle ends are expected but
discounts multi-pack bottles of water are
also now common and shoppers have
begun to rely upon ‘bulk’ on the fixture as
a cue to value.
New formats are rare in the main water
fixture – in the multiples – convience
formats such as sport tops play a less
influential role in supermarkets. But multipack formats are shaping brand choice.
97
Water: Category Insight
Water
Irish shoppers want value added in water…
What were you thinking at the water shelf? – base 174
How much can I carry?
Where are the lunchbox packs?
7%
10%
Who is cheapest this week?
How many can i get?
31%
12%
Are there any offers?
40%
Tipperary Kid’s bottles is a great example of NPD that is
standing out at the fixture.
98
5
Implications
99
Category Implications
THE SHOPPER JOURNEY DIFFERS BY CATEGORY
Brand owners can use this research to frame their shopper strategy for their brands by answering three
questions:
1. Who are the shopper typology you want to target?
2. What is shopper occasion you want to target?
3. What is the shopper insight?
PRIORITISING THE SHOPPER TYPOLOGY FOR YOUR BRAND
This research provides a category level snapshot of the key shopper typologies – brand owners need to decide which type
of shopper they want to target in first place. By understanding the purchase decision-making process for a category, the
brand owner can develop strategies that will reach our identified shopper typologies in-store.
Within those shopper typologies, differing modes of shopping occur at a category level. this research reveals a number of
different modes of shopping behaviour in the multiples. Brand owners need to recognise if their brand is reaching
shoppers who are ‘highly involved’ in their shopping trip or simply shopping subconsciously.
THE SHOPPER JOURNEY DIFFERS BY CATEGORY
The importance of journey stage to an individual category should not be underestimated. Some food and drinks
categories are heavily reliant upon the in-store experience (regardless of who the shopper is) whilst other categories are
driven by perceptions of products and brands pre-store. Brand owners need to decide if they want to drive shoppers to a
store with brand messages and communication – or simply ‘interupt’ shoppers when they get to the store.
This research reveals that some categories simply cannot rely on in-store interuption – the brands need to live a larger
life pre-store by creating an image and set of associations that is compelling for shoppers.
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Shopper Strategy Screener;
Example Cheese
Who is the shopper
typology we want to
target?
What shopper occasions
are they likely to be on?
THE QUICK SHOPPER; 43% of
cheese shoppers
Cheese is purchased across a
range of occasions and is a
routine purchase.
LOW INVOLVEMENT
Cheese shopper want a bit
more excitement.
What is the shopper
insight we need to
address?
IMPLICATION
Mainstream cheese brand need to create
excitement on-shelf as Quick shoppers are in
beta-mode, subconsciously shopping.
OPPORTUNITY
Pack Innovation.
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Category Implications: Conclusions Summary
Crisps
Irish brands must demonstrate they are competitive via in-store visibility.
Soft
Drinks
Irish brands must remind shoppers they are Irish in-store.
Tea
Irish brands must facilitate stocking up.
Dairy
Spreads
Irish brands must constantly reinforce their quality through innovation.
Fresh
Soups
Irish brands must offer value through new formats.
Cheese
Irish brands must constantly reinforce their quality through communications.
Yoghurt
Irish brands must facilitate stocking up with multi-pack format offers.
Water
Irish brands must facilitate stocking up with multi-pack format offers.
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