1. 1 Strictly Private & Confidential Grocery Shoppers Survey Main Findings July 2008 © National Consumer Agency

2. 2 Strictly Private & Confidential National Consumer Agency Note on Methodology Amárach Research conducted a telephone survey of a nationally representative sample of 1,000 adults aged 18+ in the Republic of Ireland on June 27 th to June 29 th 2008. The survey was mainly about grocery shopping, with most of the questions addressed to those respondents who were responsible for the main grocery shopping in their family or household. The following charts show the main findings from the survey.

3. 3 National Consumer Agency 65% of adults say they are mainly responsible for food and grocery shopping for their family or household They buy for an average of 3.2 people in their family or household The average spend on the main grocery shop is €151 per week

4. 4 National Consumer Agency Own label or own brand products (from supermarkets themselves) make up a significant share of main grocery shopping...

5. 5 Strictly Private & Confidential National Consumer Agency Supermarket Own Brands

6. 6 National Consumer Agency Convenience is the main driver of supermarket choice...

7. 7 Strictly Private & Confidential National Consumer Agency Drivers of Supermarket Choice

8. 8 National Consumer Agency A significant minority of grocery shoppers have changed their shopping behaviour since the start of the year...

9. 9 Strictly Private & Confidential National Consumer Agency Changing Behaviour

10. 10 National Consumer Agency The main changes have been to what products are bought, or to the repertoire of supermarkets that are shopped in...

11. 11 Strictly Private & Confidential National Consumer Agency Main Changes

12. 12 National Consumer Agency Change has been prompted primarily by rising food and grocery prices...

13. 13 Strictly Private & Confidential National Consumer Agency Reasons for Change

14. 14 National Consumer Agency A large majority of adults have seen or heard about reports comparing grocery prices...

15. 15 Strictly Private & Confidential National Consumer Agency Aware of Reports

16. 16 National Consumer Agency A significant proportion of shoppers have changed or are intending to change their grocery shopping behaviour as a result of the reports...

17. 17 Strictly Private & Confidential National Consumer Agency Reports & Behaviour

18. 18 National Consumer Agency Amárach Research 37 Northumberland Road Dublin 4 T. (01) 660 5506 E: gerard.oneill@amarach.com W: www.amarach.com