National Consumer Agency Market Research Findings: Grocery Shopping August 2010 Research Conducted by

2 Making Complaints Amárach Research conducted the research by means of face-to-face interviewing with 1,000 people between the ages of In all, 6 comparable “Waves” of Market Research have been completed since November / December 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 June Research Background and Methodology Nov/Dec 2007Aug 2008Nov/Dec 2008 May/June 2009Nov/Dec 2009June 2010 Benchmark Wave 3Wave 4 Wave 1Wave 2 Wave 5 Current Wave

3 Making Complaints Profile of Sample – I (Base: All aged – 1,000) Male Female % % % % Married Living as Married Single Wid/Div/ Sep ABC1 C2DE F50+/ F50- MAIN GROCERY SHOPPER YesNo Not stated

4 Making Complaints Profile of Sample – II – Main Grocery Shoppers (Base: All Mainly Responsible for Grocery Shopping in Home – 535) Male (46) Female (54) %% % (20) (25) (19) (16) 55+ (20) Married (41) Living as Married (10) Single (37) Wid/Div/ Sep (8) ABC1 (41) C2DE (47) ( ) = Total Sample F50+/F50- (9) Those who were responsible for the main grocery shop within the household were more likely to be female and over the age of 34. Not stated

5 Making Complaints Section 1: Grocery Shopping

6 Making Complaints Key Findings Price continues to be the key driver of choice of the main grocery shop, followed by convenience – both increasing in importance since the previous wave. The number of grocery shoppers that have changed what they buy or where they shop since the start of the year has fallen back to just under 1 in 2. Cutting back on treats remains the number one change to the grocery shop since the start of the year although this has fallen back slightly since Nov/Dec Those responsible for the main grocery shop are now more likely to be spreading their shopping over different stores in order to get the best value – up 12% from the previous wave. 4 in 5 consumers responsible for the main grocery shop would prefer to see supermarkets offering more long term lower prices as opposed to regular promotions and special offers. 7 in 10 Irish consumers claim to be aware of the prices of everyday goods such as bread, milk and a litre of petrol.

7 Making Complaints Total Wave Wave %% (Base: All aged – 1,000) Overall Awareness of the Price of Everyday Goods All responsible for the main grocery shop – 535 (54%) 71% aware of prices 86% 89% Very aware of the prices (5) Fairly aware of the prices (4) Don't really know the prices (3) Not at all aware of the prices (1) Somewhat unaware of the prices (2) (22) (48) (12) (10) (8) ( ) = Wave Wave % 87% As with the previous wave, 7 in 10 Irish consumers claim to be aware of the prices of everyday goods such as bread, milk and a litre of petrol. Consistently so; the majority of those responsible for the main grocery shop within the household are more likely to be aware (86%) – however this has fallen back slightly since the previous wave.

8 Making Complaints Main Reasons for Choice of Main Grocery Shop Price Convenience Parking Late night opening Quality of Product Loyalty Support local shops Other Main Reasons Wave % Wave % Wave % Wave % (Base: All main grocery shoppers – 535) Price continues to be the key driver of choice of the main grocery shop, followed by convenience – both increasing in importance since the previous wave.

9 Making Complaints Change in Grocery Shopping Since the Start of the Year Yes No The number of grocery shoppers that have changed what they buy or where they shop since the start of the year has fallen back to just under 1 in 2. (55%) (45%) % Male (45%) 39% Female (58%) 47% ABC1 (56%) 47% C2DE (59%) 45% (Base: All main grocery shoppers – 535)

10 Making Complaints % Wave Changes Made to the Grocery Shopping Since the Start of the Year (Base: All who changed their shopping behaviour since the start of the year – 240) Cutting back on treats for you/family Buying cheaper versions of products (e.g. own brands rather than regular) Taking more advantage of special offers, using coupons, etc. Buy less Spreading your grocery shopping over different supermarkets and stores to get the best value Switched your main grocery shopping from a different retailer to the one you use now Started shopping up North (across the boarder) Do without or cut back e.g. buy less meat Changes to Grocery Shopping (-8%) (+14%) % Wave (+14%) (+15%) (+12%) % Wave (+12%) Cutting back on treats remains the number one change to the grocery shop since the start of the year although this has fallen back slightly since Nov/Dec Those responsible for the main grocery shop are now more likely to be spreading their shopping over different stores in order to get the best value – up 12% from the previous wave.

11 Making Complaints Price Cuts & Special Offers -1 (Base: All responsible for the main grocery shop - 535) Long Term Lower Prices Regular Promotions & Special Offers Don’t know What would you prefer to see more of within supermarkets? 4 in 5 consumers responsible for the main grocery shop would prefer to see supermarkets offering more long term lower prices as opposed to regular promotions and special offers. (77%) (7%) (16%)

12 Making Complaints Price Cuts & Special Offers -2 (Base: All responsible for the main grocery shop – 535) * Caution small base size Male (134) Total (535) Female (401) ABC1 (222) C2DE (240) (134) 15-24* (24) (135) (103) 55+ (135) Long term lower prices Regular promotions & special offers Don’t know Long term lower prices Regular promotions & special offers Don’t know –– – %%% %%% 4 in 5 consumers responsible for the main grocery shop would prefer to see supermarkets offering more long term lower prices as opposed to regular promotions and special offers – this is consistent across all demographic breaks, with C2DEs and those aged slightly more inclined to say so.