1. Quality vs saving money over the next 12 months
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month 10

2. Current focus of grocery shopping
% most important
Source: IGD ShopperVista, base: all main shoppers, Apr'12 11

3. Focus of grocery shopping over next six months
% most important
Source: IGD ShopperVista, base: all main shoppers, Apr'12, arrows denote significant differences over time 12

4. How shoppers intend to adapt their shopping behaviour
% intending to change in next six months
Source: IGD ShopperVista, base: all main shoppers, Apr'12, arrows denote significant differences over time 13

5. Food price expectations for next 12 months
- More expensive
A bit more expensive
Much more expensive
Much cheaper
A bit cheaper 7%
10% 9% 8%
11%
15%
16%
- Stay about the same
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month 14

6. Personal economic circumstance expectations
Personal financial expectations for the next 12 months
Source: ShopperVista, Base: all main shoppers, Apr’12 15

7. Channel claim to use most for groceries in last month
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month 16

8. Expected net change to channel use (1 of 3)
net % = expect to use more in next 12 months - expect to use less among past month users
Supermarkets
Online
Hypermarkets
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

9. Expected net change to channel use (2 of 3)
net % = expect to use more in next 12 months - expect to use less among past month users
Discount stores
Frozen food specialists
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

10. Expected net change to channel use (3 of 3)
net % = expect to use more in next 12 months - expect to use less among past month users
Specialist
stores
Farmers’ markets and farm shops
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

11. Drivers of main store choice – top factors
Extremely important
Extremely or very important 1
Price 2
Convenient location 3
Store hygiene 4
Product Quality 5
Promotions 6
Range of fresh products 7
Product availability 8
Speed and ease at checkout 9
Ease of finding products 10
Ease of parking 11
Opening/delivery hours
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12

12. Drivers of main store choice – other factors
Extremely important
Extremely or very important 12
Range of well known brands 13
Customer service 14
Look and feel of store 15
Layout 16
Range of ambient grocery products 17
Range of own label products 18
Ability to use loyalty card 19
Retailer’s corporate responsibility 20
Range of ethical products 21
Use of in-store technology 22
Range of non-food
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12

13. Tracking value as a driver of store choice
% Extremely or very important
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

14. Drivers of product choice
Most important
Top 2
Top 5 1
Price 2
Promotions 3
Quality or performance 4
Familiarity 5
Taste or smell 6
Healthy option 7
Use by or sell by date 8
Brand 9
Ease of use 10
Ethical or eco-friendly
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12

15. Top factors driving product choice
% Top 5 mentions
IGD ShopperVista, base: all main shoppers, fieldwork Apr’12, arrows denote significant changes in last month

16. Other factors driving product choice
% Top 5 mentions
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

17. Level of satisfaction with promotions
Types of promotions available
Ease of finding promotions
Level of savings provided by promotions
Having promotions in stock
Types of products on promotion
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12

18. Satisfaction with promotions
% Extremely or very satisfied
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

19. Aspects worth paying a bit extra for1
High quality ingredients 2
Free range/higher animal welfare 3
Locally produced 4
Added health benefit 5
Well known brand 6
Fairtrade 7
Retailer’s best private label 8
Environmentally friendly 9
Quality assurance standards 10
Country of origin 11
Organic 12
Innovative packaging 13
Exclusive 14
Packaging appearance
IGD ShopperVista, base: all main shoppers, fieldwork Apr’12

20. What are shoppers prepared to pay a bit extra for?
IGD ShopperVista, base: all main shoppers, fieldwork Apr’12, arrows denote significant changes in last month

21. What are shoppers prepared to pay a bit extra for?
IGD ShopperVista, base: all main shoppers, fieldwork Apr’12, arrows denote significant changes in last month

22. Ethical products – claimed purchasing behaviour
% who claim to have specifically bought in the last month
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

23. Eco-friendly products – claimed purchasing behaviour
% who claim to have specifically bought in the last month
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

24. Importance of ethical attributes on product choice
The welfare of animals involved
Supports local/British producers
How it has been produced
The amount of packaging
Where it has been produced
The impact on the environment
The distance it has travelled
Supports workers in developing nations
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12

25. Importance of ethical attributes on product choice
% Extremely or very important
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

26. Expected change to ethical purchasing
In the next 12 months
Locally produced
Free range and high animal welfare
Fairtrade
Organic
Rainforest Alliance
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12

27. Expected change to ethical purchasing
In the next 12 months
Locally produced
Free range and high animal welfare
Fairtrade
Organic
Rainforest Alliance
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12

28. Expected change to eco-friendly purchasing
In the next 12 months
Recycled or bio-degradable packaging
Companies focused on protecting wildlife and nature
Sustainably managed sources
Indicating their carbon footprint
Indicating sustainable water use
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12

29. Expected change to eco-friendly purchasing
In the next 12 months
Recycled or bio-degradable packaging
Companies focused on protecting wildlife and nature
Sustainably managed sources
Indicating their carbon footprint
Indicating sustainable water use
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12

30. Expected net change to ethical purchasing
net % = expected to buy more in next 12 months – expect to buy less among past month users
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

31. Expected net change to eco-friendly purchasing
net % = expected to buy more in next 12 months – expect to buy less among past month users
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

32. ‘Reduced/low’ healthy products – purchasing
% who claim to have specifically bought in the last month
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

33. ‘Added’ healthy products – claimed purchasing
% who claim to have specifically bought in the last month
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

34. ‘Natural’ healthy products – claimed purchasing
% who claim to have specifically bought in the last month
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

35. Importance of health attributes on product choice
Clarity of nutritional information on pack
How natural you believe it is
Recognising all the ingredients
Removed ingredients
Added ingredients
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12

36. Tracking importance of health on product choice
% Extremely or very important
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

37. Expected change to purchasing healthy products
In the next 12 months (1 of 2)
5 A DAY contributors
Lower in saturated fats
Whole grain
Lower in sugar
Low fat variant
A source of/high in fibre
Low in salt
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12 46

38. Shoppers’ price and promotion priorities
Shoppers who say promotions are an extremely or very important driver of store choice
Shoppers who say price is the most important factor in product choice
Key implications
Shoppers are shopping around more across a broad range of channels, some to cherry-pick the best offers and prices – do your seasonal and longer-term business plans reflect these changes in shopper behaviour?
Does your promotional effectiveness strategy really help you to understand the performance of promotions, to help you deliver promotions with the best shopper impact and return on investment?
Promoting value for money credentials beyond price such as exclusivity, heritage and quality can help maintain loyalty
Price and promotions are becoming more important in shoppers’ value equation, playing a key role in store and product choice decisions
As many shoppers are now feeling worse off than they did a year ago, finding the best value by searching out the best prices and promotions across stores and product ranges is a key lever in shoppers’ armoury
Source: IGD ShopperVista, base: main shoppers, Apr’12

39. Expected change to purchasing healthy products
In the next 12 months (2 of 2)
Functional foods
Free from preservatives
Free from artificial colours and flavours
Calorie controlled
Added vitamins and minerals
Added omega 3
Non-allergenic
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12

40. Expected net change to purchasing healthy products
net % = expect to buy more in next 12 months - expect to buy less among past month users (1 of 3)
Functional foods
Lower in saturated fats
Low in
sugar
Low fat
variant
salt
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

41. Expected net change to purchasing healthy products
net % = expect to buy more in next 12 months - expect to buy less among past month users (2 of 3)
Added vitamins and minerals
Added
Omega 3
A source of / high in fibre
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

42. Expected net change to purchasing healthy products
net % = expect to buy more in next 12 months - expect to buy less among past month users (3 of 3)
5 A Day contributors
No artificial colours and flavours
Free from preservatives
Calorie controlled
Wholegrain
Non-
allergenic
IGD ShopperVista, base: all main shoppers, fieldwork Apr'12, arrows denote significant changes in last month

43. Drought raises interest in sustainable water usage
Shoppers who say they will buy more products indicating sustainable water use in the next 12 months
Key implications
The industry should monitor short-term environmental issues which can drive relatively rapid changes in shopper behaviour. Monitor if these changes are ‘blips’ or represent longer-term trends
Grocery companies could consider if they can communicate to shoppers any sustainable water credentials their brand has, to enhance their brand values. Do you already have a story to tell in this area?
For more free information about water issues in the food and grocery industry, please visit IGD’s Sustainability page
We have seen an increase in shoppers interest in products indicating their sustainable water usage as drought concerns have featured heavily in the British media recently
Source: IGD ShopperVista, base: main shoppers, Apr’12