National Consumer Agency Market Research Findings: Shopping and Pricing March 2012 Research Conducted by

Table of Contents Key Findings Section 1: General Shopping and Pricing Section 2: Grocery Shopping Research Background and Methodology Profile of Sample

Key Findings

Key Findings - I Shopping and Pricing Over 4 in 5 (85%) compare/shop around for better prices. Price remains the leading influencing factor in determining where to shop at 56% (↑3%) with convenience second at 21% (↓2%). Consumers citing an awareness of the price of everyday goods has increased from 71% to 78%. For those responsible for the main grocery shop, 93% state that they are aware of the prices of everyday goods, an all-time high.

Key Findings – II Grocery Shopping Price is number one determining factor in deciding where to carry out the main grocery shop, rising by 10% points to 73%, with convenience considered the second most important factor, at 54%. Over 3 in 10 (31% up 3%) now visit a particular store based on special offers advertised, whereas almost 2 in 3 (65%) consumers visit their usual store and pick up special offers while there. The overall average grocery basket consists of 65% branded and 35% own brand goods. In recent years, 1 in 5 (22%) think the quality of own brand products has improved or is better than they thought, and a further 17% now think that own brand products are just as good as branded products.

Section 1: General Shopping and Pricing

Shopping Around Comparison of prices (Base: All aged 15-74 – 1,000) % % % % % I always compare/shop around for better prices 82% 71% 74% 85% 67% I sometimes compare/shop around for better prices I very rarely compare/shop around for better prices I never compare/shop around for better prices

Key Influencing Factors in Determining Where to Shop (Base: All Aged 15-74 – 1,000) Strongest Influencing Factor Nov ‘11 May/June ‘11 Nov/Dec ‘10 June ‘10 Nov/Dec ‘09 % % % % % Price Convenience Shopped there previously Service Other Don’t know

Overall Awareness of the Price of Everyday Goods (Base: All aged 15-74 – 1,000) All responsible for the main grocery shop – 526 (53%) Total Nov ‘11 May/June ‘11 Nov/Dec ‘10 % % % % Very aware of the prices (5) (27) 78% aware of prices 74% 93% 85% Fairly aware of the prices (4) (44) Don't really know the prices (3) (14) Somewhat unaware of the prices (2) (9) Not at all aware of the prices (1) (6) ( ) = May/June 2011

Section 2: Grocery Shopping

Main Reasons for Choice of Supermarket for Main Grocery Shop (Base: All responsible for main grocery shop - 526) Price Convenience Parking Late Night Opening Quality of Product Loyalty Support Local

(Base: All responsible for the main grocery shop – 526) Special Offer Seekers? (Base: All responsible for the main grocery shop – 526) Nov ‘11 May/June ‘11 Nov/Dec ‘10 % % % Select a particular store to visit based on special offers advertised Visit your usual store and pick up special offers while you are there Don't buy special offers

Own Brand Versus Regular Brand (Base: All main grocery shoppers – 526) November 2011 May/June 2011 Nov/Dec 2010 June 2010 % % % % Own Brand Own Brand Own Brand Own Brand Regular Brand Regular Brand Regular Brand Regular Brand Higher amongst Those who are not aware of the prices of everyday goods (74%). Males (69%). Working full-time (68%). Higher amongst Those who are not aware of the prices of everyday goods (74%). 55+ (71%). ABC/F50+(70%). Higher amongst Those who are not aware of the prices of everyday goods (69%). Males (70%). 55+ (69%).

Own Brand Versus Regular Brand Preference – I (Base: All responsible for grocery shop who purchase each of the products) Baby Products Breakfast Cereal Chocolate/ Sweets Beer Tea/Coffee Regular brand Own brand Yoghurts Bread Fresh Meat Frozen Meat Soft Drinks Regular brand Own brand (+11%) (+5%) ( ) = +/-% vs May/June 2011

Own Brand Versus Regular Brand Preference – II (Base: All responsible for grocery shop who purchase each of the products) Butter/ Spreads Deli/Processed Meat Toiletries Tinned/ Frozen Food Biscuits Regular brand Own brand Juice Drinks Milk Household Cleaning Products Toilet Tissue/ Kitchen Towel Regular brand Own brand ( ) = +/-% vs May/June 2011

Switched to Own Branded Products within the Past 12 Months (Base: All who purchase own branded products) % Yes % Yes % Yes Breakfast cereal Bread Baby products* Household cleaning products Toilet tissue/kitchen towel Toiletries Biscuits Milk Tea/Coffee Frozen meat Tinned/frozen food Butter/spreads Yoghurts Soft drinks Juice drinks Fresh meat Deli/processed meat Chocolate/sweets Beer* * Caution small base size

(Base: All main grocery shoppers – 526) Factors Which Influence Choice for Own Brand Products – Volumetric Analysis* (Base: All main grocery shoppers – 526) Nov 2011 May/June 2011 % % Price Quality *Volumetric Analysis is where the most influencing factors are ranked, and a score is applied according to the ranking, the level of importance is then determined by these scores. It is a standard research approach applied to ranking importance of factors. Packaging Past Experience Advertising Recommendations Don’t purchase own branded products

Where Own Branded Products are Bought (Base: All that purchase own brand products - 203) % Switched supermarket Existing Supermarket Both

Change in Perceptions Towards Own Branded Products in Recent Years (Base: Responsible for the main grocery shop - 526) % The quality has improved/is better than I thought No change Just as good as branded products Better value for money They have improved More of a variety available Much more positive towards branded products Have begun switching to own brand Some are ok * All other mentions 1% or less

Research Background and Methodology

Research Background and Methodology Nov/Dec 2007 Aug 2008 Nov/Dec 2008 May/June 2009 Benchmark Wave 1 Wave 2 Wave 3 Nov/Dec 2009 June 2010 Nov/December 2010 May/June 2011 Wave 4 Wave 5 Wave 6 Wave 7 Nov 2011 Current Wave Wave 8 The research was conducted by means of face-to-face interviewing with 1,000 people between the ages of 15-74. To ensure that the data is nationally representative, quotas were applied on the basis of age, gender and social class. Interviewing was conducted over a four week period in November 2011.

Profile of Sample - I (Base: All aged 15-74 – 1,000) MAIN GROCERY SHOPPER % % % % 15-24 Dublin Male ABC1 F50+ 25-34 Yes No Rest of Leinster 35-44 45-54 Munster Female C2DE F50- 55+ Conn/ Ulster

Profile of Sample – II – Main Grocery Shoppers (Base: All Mainly Responsible for Grocery Shopping in Home – 526) % % % % 15-24 (17) Male (49) Dublin (28) 25-34 (22) ABC1 F50+ (48) Rest of Leinster (26) 35-44 (19) Female (51) 45-54 (16) Munster (28) C2DE F50- (52) 55+ (26) Conn/ Ulster (18) ( ) = Total Sample

Profile of Sample – III – Internet Use (Base: All aged 15-74 – 1,000) USE INTERNET EVER PURCHASED ONLINE BANKING ONLINE (Base: All Internet Users - 762) (Base: All Internet Users - 762) No (25%) Yes No (30%) Yes No Yes (51%) (70%) (49%) (75%) % Yes % Yes % Yes Male Female 15-24 25-34 35-44 45-54 55+ Male Female 15-24 25-34 35-44 45-54 55+ Male Female 15-24 25-34 35-44 45-54 55+ () = May/June 2011

Profile of Sample – IV – Social Media (Base: All aged 15-74 – 1,000) Nov 2011 May/June 2011 Higher Amongst Type of phone Regular users of ....... % % Facebook Twitter Bebo Linkedin None of These 15-24 86% ABC1F50 59% Dublin 55% (21) 15-24 21% Have a ‘Smart phone’ Higher amongst: 15-24’s 25-34’s ABC1/F50+ Working full time Students Dublin 55+ 86% C2DEF50- 56% Munster 53% () = May/June 2011