0
May 2010
Shopper Understanding & The Brand
An exploration of shopper behaviour in the Irish
multiples
1
Report Structure
1• Introduction & Objectives Pages 2 - 15
2• Market Understanding Pages 16 - 29
3• Shopper Occasions Pages 30 - 45
4
• Shopper & Category Insights Pages 46 - 98 • Crisps 47-52
• Soft Drinks 53 - 58
• Tea 59 - 64
• Dairy Spreads 65 - 71
• Fresh Soups 72 - 77
• Cheese 78 - 85
• Yoghurt 86 - 92
• Water 93 - 98
5• Implications Pages 99 - 102
3
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
Background & Research Objectives
4
Shopper
Consumers
Consumer
Non-Shoppers
Shopper
Non-Consumers
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.
5
ALPHA MODE = High involvement /
high mental activity (Conscious)
BETA MODE = Low involvement /
low mental activity (Sub Conscious)
Brands can leverage shoppers mental state
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.
FIELD OF VISION
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.
With shoppers behaving in such ‘predictable’ ways in store, the opportunities for
marketers can be significant.
6
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…
7
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…
8
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
Cheese
WaterFresh
Soup
Soft
Drinks
Tea CrispsYoghurt
Shopper occasions & Motivations to Purchase
Brand Implications
Our Output: Recommendations for how Irish brands can win in-store…
9
Qualitative Research Structure
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
Shop
No
Criteria Retailer
1 30-40 year old,
Main Shoppers
SuperQuinn
2 40-50 year old,
Main Shoppers
SuperValu
3 40-50 year old,
Main Shoppers
Tesco
4 30-40 year old,
Main Shoppers
SuperQuinn
5 30-40 year old,
Main Shoppers
SuperValu
Shop
No
Criteria Categories
6 30-40 year old,
Main Shoppers
Tesco
7 40-50 year old,
Main Shoppers
SuperQuinn
8 40-50 year old,
Main Shoppers
SuperValu
9 30-40 year old,
Main Shoppers
Tesco
10 40-50 year old,
Main Shoppers
SuperQuinn
Mobile Groups
Accompanied Shopping Trips
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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
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Quantitative Analysis of Sample
51%44%
5%
Family Status - base 1007
Children living at home No children living at home Undeclared
34%
33%
33%
Store Sample - base 1007
Tesco SuperValu SuperQuinn
49% 35% 13% 1%
ABC1 C2D E F
5% 13% 34% 28% 17%
18-21 22-29 30-45 45-59 60+
Age - base 1007
Social Class - base 1007
17%
83%
Gender Profile - base 1007
MALE FEMALE
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Overview of research approach
Shopper
Archetypes
Shopper occasions
Shopper Insights
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.
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At the core of shopper research is
understanding the shopper journey
1. Brand Equity Pre-Store
• Pre-Disposition
• Shopper Type
• State of mind
2. Store Experience
• Dynamics
• Atmosphere
• Layout
3. Point of Purchase
• Price
• Promotion
• Placement
• Pack Communication
4. Consumption
•Product experience
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This research focuses on
1. Brand Equity Pre-Store
• Pre-Disposition
• Shopper Type
• State of mind
• Channel/Retailer choice
2. Store Experience
• Dynamics
• Atmosphere
• Layout
3. Point of Purchase
• Price
• Promotion
• Placement
• Pack Communication
4. Consumption
•Product experience
1. Brand Equity Pre-Store
• Pre-Disposition
• Shopper Type
• State of mind
• Channel/Retailer choice
3. Point of Purchase
• Price
• Promotion
• Placement
• Pack Communication
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The influence of journey stages differ
depending upon the product category…
1. Brand Equity Pre-Store
• Pre-Disposition
• Shopper Type
• State of mind
• Channel/Retailer choice
3. Point of Purchase
• Price
• Promotion
• Placement
• Pack Communication
Tea
Soft Drinks
Crisps
Dairy Spreads
Greater influence pre-store Greater influence in-store
Yoghurt
Cheese
Fresh Soup
Water
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Understanding different types of shoppers
Shopper Typologies
The Quick
Shopper
The Careful
Shopper
The Bargain Hunter
The Browser
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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.
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18-21 22-29 30-45 45-59 60+
TOTAL SAMPLE 5% 13% 34% 28% 17%
THE QUICK SHOPPER 7% 19% 33% 27% 14%
Who is the Quick Shopper?
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.
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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.
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18-21 22-29 30-45 45-59 60+
TOTAL SAMPLE 5% 13% 34% 28% 17%
THE CAREFUL SHOPPER 1% 8% 39% 29% 23%
Who is the Careful Shopper?
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.
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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.
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18-21 22-29 30-45 45-59 60+
TOTAL SAMPLE 5% 13% 34% 28% 17%
THE BARGAIN HUNTER 4% 10% 35% 34% 16%
Who is the Bargain Hunter?
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.
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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.
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18-21 22-29 30-45 45-59 60+
TOTAL SAMPLE 5% 13% 34% 28% 17%
THE BROWSER 4% 11% 27% 29% 29%
Who is the Browser?
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.
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What type of shopper are you? – Base: 1007
The Bargain Hunter
18%
The Quick Shopper
48%
The Browser
6%
Understanding the size of the typologies
The Careful Shopper
28%
27
Who makes a list?
No 78%
Yes 22%
Did you make a shopping list before visiting the store today? – base:1007
16% of quick shoppers
29% of careful shoppers
29% of bargain hunters
12% of browsers
Careful shoppers and Bargain hunters are more likely to make shopping lists.
28
Who brings special offer coupons?
No 93%
Yes 7%
Did you bring special offer coupons with you to the store today? – base:1007
6% of quick shoppers
11% of careful shoppers
7% of bargain hunters
2% of browsers
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?
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Who reads about special offers in advance?
No 80%
Yes 20%
Did you read about any special offer before you visited the store today? – base:1007
12% of quick shoppers
28% of careful shoppers
26% of bargain hunters
12% of browsers
Careful shoppers and Bargain hunters are more read about special offers before
visiting the store.
31
What are the main shopper occasions?
Main shopper occasions – base: 1007
Main weekly shop; 26%
Big stock-up; 2%
Just passing and thought of
something I needed; 19%
I am on a daily/routine
shopping trip; 9%
Last minute emergency; 5%
Quick top-up shop; 39%
There are six main shopper occasions…
32
Who is shopping on these occasions?
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/emergency shopping trip
I am on a quick top-up shop
I am on my main weekly shop
I am on a big stock-up shopping
trip
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%
Base: 1007
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…
33
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.
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.
92%
58%
8%
42%
The Quick Shopper
The Bargain Hunter
No Yes
Did you buy the same brand you
intended before entering the store? -
base 145
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Example of a typical Quick Shopper occasion
Key Shopper Journey Stage
Shopper Mindset
Typical occasion
Shopper Typology
The Quick Shopper
I was just passing by and thought of something I needed
Beta Mode
Reliance on brand
preference
Low Involvement
PRE-STORE
Unconscious Shopping
Shopper seeks out preferred brand initially
35
ALPHA MODE = High involvement /
high mental activity (Conscious)
Bargain Hunters’ Shopper Mindset
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.
2%
5%
5%
8%
10%
28%
43%
Will they eat everything in the variety pack
I only want enough for the weekend
Other
I should buy Irish
A new pack caught my eye
What else is on offer
Who is the cheapest
Example: Crisps – base 179
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…
What were you thinking at the crisps shelf? – base 179
62%
30%
8%
Bargain Hunters
-%
-%
-%
-%
36
Key Shopper Journey Stage
Shopper Mindset
Typical occasion
Shopper Typology
The Bargain Hunter
I am on my main weekly shop
Alpha Mode
Reliance on brand preferences & POP
High Involvement
IN-STORE
Conscious Shopping
Shopper actively seeks out best
prices – sometimes between stores
Example of a typical Bargain Hunter occasion
37
ALPHA MODE = High involvement /
high mental activity (Conscious)
BETA MODE = Low involvement /
low mental activity (Sub Conscious)
The Careful Shopper Mindset
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.
Example: Yoghurt – base 63
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%
I should buy Irish, 10%
Other, 8%
What were you thinking at the yoghurt shelf? – base 63 (careful shoppers)
38
Shopper Journey Stage
Shopper Mindset
Typical occasion
Shopper Typology
The Careful Shopper
I am on my main weekly shop
Alpha & Beta Mode
Reliance on brand preferences & POP
Medium Involvement
PRE & IN-STORE
Conscious Shopping
Shopper seeks out preferred brand &
take cares on product choice, prices and
promotions
Example of a typical Careful Shopper occasion
39
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.
The Browsers’ Mindset
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Shopper Journey Stage
Shopper Mindset
Typical occasion
Shopper Typology
The Browsers’ Typical occasion
I am on a quick top up shop
Alpha Mode
Reliance on POP as stimulation
High Involvement
In-store
Conscious Shopping
Shopper may have an occasion based need but will take a little time to browse the
fixture
Example of a typical Browser occasion
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88%
12%
The Quick Shopper
87%
13%
The Careful Shopper
Brand Commitment x Shopper Typology
82%
18%
The Bargain Hunter
75%
25%
The Browser
Did you buy the same brand you intended when you went inside? – base:1007
The purchase decision for the majority of food and drinks brands we looked at are decided upon pre-store.
yes
no
42
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% 14% = 0.86
Careful Shoppers: 13% 14% = 0.92
Bargain Hunters: 18% 14% = 1.26
Browsers: 25% 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….
43
POP not as big an influence for the majority
INDEX = 1
The Browser
The Bargain Hunter
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.
Above the line are segments who ‘over-index’ on POP influence – in other words this are the shoppers
who are most influenced by in-store stimuli.
44
9%
19%
7%
13%
52%
Special offer/promotion
Quality brand
Irish
Best value
Personal/Family Favourite
Reasons for Brand Commitment
Why did you choose the brand you did? – base 1007
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.
46
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.
Category Insights: Overview
48
Crisps Shopping occasions
Shopping occasions for crisps– base 160
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.
18%
8%
5%
29%
28%
12%
18%
10%
5%
38%
27%
2%
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/EMERGENCY SHOPPING TRIP
I AM ON A QUICK TOP UP SHOP
I AM ON MY MAIN WEEKLY SHOP
I AM ON A BIG STOCK-UP SHOPPING TRIP
TOTAL SAMPLE CRISPS
49
Crisp 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
YES, 63%
NO, 29%
DIDN'T HAVE A BRAND IN MIND,
8%
Did you buy the same brand of crisps as you intended before you went into the store? – base 152
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.
Crisp purchasing is, therefore, quite reliant upon in-store point of
purchase stimulus compared to other categories.
This is a challenge for brands, particularly when price and special offer play such a significant role in
purchase decision-making.
50
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
51
Crisps: Key POP Influences
Price
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.
Promotion
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.
Placement
Aisle ends are the expected location of low priced/promoted multi-packs.
The Bargain Hunter in particular seeks out aisle ends in crisp category.
Packaging
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.
Crisps
52
Crisps: Category Insight
Crisps Crisp shoppers rely on visibility of special offers in-store.
What were you thinking at the crisps shelf? – base 179
2%
5%
5%
8%
10%
28%
43%
Will they eat everything in the variety pack
I only want enough for the weekend
Other
I should buy Irish
A new pack caught my eye
What else is on offer
Who is the cheapest
Price and value are the key influencers for crisps in the multiples. Irish brands have no choice but to respond with competitive offers.
54
Soft Drinks Shopping occasions
25%
7%
5%
35%
28%
12%
18%
10%
5%
38%
27%
2%
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/EMERGENCY SHOPPING TRIP
I AM ON A QUICK TOP UP SHOP
I AM ON MY MAIN WEEKLY SHOP
I AM ON A BIG STOCK-UP SHOPPING TRIP
TOTAL SAMPLE SOFT DRINKS
Shopping occasions for soft drinks – base 172
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.
55
Purchase Decision-Making in Soft-Drinks
occasion
For Me Brand Flavour/Variant Format Price/Offer
For Family Price/Offer Brand Flavour Format
For Party Price/Offer Brand Flavour Format
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
Average – 1.0
Quick Shopper – 1.25
Bargain Hunter – 0.4
Careful Shopper – 0.45
Quick Shoppers are influenced by what they see
in-store more than any other typology.
Visibility of offers drives this behaviour.
56
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 over-indexes on POP
influence.
Shopper Mind-State
Medium involvement
Rational & Emotional
Some sub-conscious shopping
57
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.
Placement
Aisle ends are critical.
Packaging
Pack format is also hugely important and the multi-national brands ‘own’ many aisle ends
and fixtures via the diversity of their pack formats.
Soft Drinks
58
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
53%
10%
20%
17%
Are there any specials
A new pack caught my eye
Where is my favourite
What do i have a home/can I stock up
60
12%
12%
4%
42%
29%
12%
18%
10%
5%
38%
27%
2%
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/EMERGENCY SHOPPING TRIP
I AM ON A QUICK TOP UP SHOP
I AM ON MY MAIN WEEKLY SHOP
I AM ON A BIG STOCK-UP SHOPPING TRIP
TOTAL SAMPLE TEA
Tea Shopping occasions
Shopping occasions for soft drinks – base 172
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…
61
Tea Purchase Decision-Making
occasion
Everyday Brand Format Price/Offer
Special Requirements
Type/Flavour Brand Format Price/Offer
YES, 91%
NO, 8%DIDN'T HAVE A
BRAND IN MIND, 1%
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.
Commitment to tea brands – in the mainstream at least – is profound.
62
Tea: Key journey moments – Pre-Store
Top of mind
Irish Brands
Barry’s
Lyon’s
Bewley’s
Irish Brand Equity
A category where the
importance of Irishness is critical and
shoppers have learned to ‘stock-
up’ on their favourites
Key Shopper Typology
The Careful Shopper & The Bargain Hunter
Shopper Mind-State
Low involvement - emotional
63
Tea: Key journey moments – POP
Price
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.
Promotion
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.
Placement
Given the importance of offers and ‘BOGOFFs’ aisle ends are a store hot-spot
for tea shoppers
Packaging
Again the emphasis on bulk buying comes through with a focus on ‘extra-free’ packs
and banded offers.
Tea
64
Tea: Category Insight
Tea Shoppers want to stock-pile their favourite brand
59%
31%
10%
Where is my favourite
Are there any offers
A new pack caught my eye
What were you thinking at the tea shelf? – base 145
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…
NPD and innovation is also influencing shoppers at POP – keeping the category
‘new and fresh’.
66
Dairy Spreads Shopping occasions
10%
10%
4%
38%
36%
1%
18%
10%
5%
38%
27%
2%
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/EMERGENCY SHOPPING TRIP
I AM ON A QUICK TOP UP SHOP
I AM ON MY MAIN WEEKLY SHOP
I AM ON A BIG STOCK-UP SHOPPING TRIP
TOTAL SAMPLE DAIRY SPREADS
Shopping occasions for dairy spreads – base 160
The main weekly shop is the key occasion for Dairy Spreads as shopper stock-up on a stable they need week in, week out.
67
Dairy Spread Shopper Typologies
THE QUICK SHOPPER, 31%
THE CAREFUL SHOPPER, 43%
THE BARGAIN HUNTER, 21%
THE BROWSER, 5%
DAIRY SPREADS SHOPPER TYPOLOGIES – base 190
The shopper typology of greatest importance to the Dairy Spread category is
the Careful shopper – 43% of our Dairy Spread buyers were careful shoppers.
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 challenge for Irish brands is to maintain perceived quality through communications
on-pack and innovation.
68
Dairy Spread Purchase Decision Making
occasion
Everyday Brand Size Variant Price
Special Requirement
Functional benefit
Brand Size Price
YES, 82%
NO, 11%
DIDN'T HAVE A BRAND IN MIND,
7%
Did you buy the same brand you intended to buy before you went into the store?
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.
69
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
The Quick Shopper
45% of all dairy spread purchases are made by the
quick shopper
Shopper Mind-State
Low involvement – Emotional
Because many shoppers rely
upon brands to cue quality
70
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.
Placement
Again, the chilled cabinet is one that facilitates little in the way of browsing.
Packaging
The packaging colour of the category is ‘gold’. Although functional spreads are
cutting through with their different colour packaging palate.
Dairy Spreads
71
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.
28%
15%
24%
26%
7%
Where is my favourite?
I should buy Irish
A new pack caught my eye
I'd like to buy some of them but they are too expensive
Are any on offer?
What were you thinking at the dairy spreads shelf? – base 174
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.
73
Fresh Soup
17%
13%
8%
29%
29%
4%
18%
10%
5%
38%
27%
2%
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/EMERGENCY SHOPPING TRIP
I AM ON A QUICK TOP UP SHOP
I AM ON MY MAIN WEEKLY SHOP
I AM ON A BIG STOCK-UP SHOPPING TRIP
TOTAL SAMPLE FRESH SOUP
Shopping occasions for fresh soup – base 160
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.
74
Fresh Soup Purchase Decision-Making
occasion
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
6%
10%
10%
36%
38%
Can heat straight away
An interesting flavour
Wanted to try something different
My usual brand
On special offer
Why did you choose the brand you did? – base 160Special Offers and Brand
Commitment account for about two thirds of purchases in Fresh
Soup.
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.
75
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
The Quick Shopper
Shopper Mind-State
Low involvement – emotional
&
Medium involvement
- rational
76
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.
Placement
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…
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.
Fresh Soup
77
Fresh Soup: Category Insight
Fresh Soups Fresh Soup shoppers want to try new recipes and new products.
35%
17%
11%
10%
15%
12%
Where is my favourite
A new pack caught my eye
I should buy Irish
Are there any offer
How does this compare to other brands
That's a new product
What were you thinking at the fresh soup shelf? – base 120
Pack innovations is interrupting some consumers at the fresh soup fixture
79
Cheese Shopping occasions
Shopping occasions for cheese – base 160
14%
11%
5%
42%
28%
1%
18%
10%
5%
38%
27%
2%
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/EMERGENCY SHOPPING TRIP
I AM ON A QUICK TOP UP SHOP
I AM ON MY MAIN WEEKLY SHOP
I AM ON A BIG STOCK-UP SHOPPING TRIP
TOTAL SAMPLE 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.
80
Cheese Shopper Typologies
THE QUICK SHOPPER, 43%
THE CAREFUL SHOPPER, 32%
THE BARGAIN HUNTER, 22%
THE BROWSER, 3%
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.
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.
81
The cheese purchase decision-making
occasion
Everyday Type Brand Format Price/Offer
Special occasion
Type Brand Format Price/Offer
For now Type Brand Format Price/Offer
YES, 75%
NO, 16%
DIDN'T HAVE A BRAND IN MIND,
9%
Did you buy the same brand of cheese as you intended before you went into the store? – base 203
Three quarters of shoppers have a brand of cheese in mind before going into a store and bought that brand at
the fixture.
However, 25% of shoppers are uncommitted to their cheese brand and so are open to generic or own
label offers.
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.
82
Cheese: Key Pre-Store Influences
Top of mind
Irish Brands
Kilmeaden
Dubliner
Mitchelstown
Galtee
Easy-Singles
Charleville
Irish Brand Equity
Irishness is critical as an
imprimatur of quality – but
brand commitment is overshadowed
by commitment to type of cheese
Key Shopper Typology
The Quick Shopper
43% of cheese shoppers are
quick shoppers.
Shopper Mind-State
Low involvement
Sub-conscious shopping
Decisions made instantly
Perceived brand ‘quality’ is huge influencer pre-
store.
83
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…
84
Cheese: Key POP influences
Price
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.
Promotion
Cheese is not a category that shoppers readily associate with special offer promotions. But pre-
store promotion – in the form of advertising is playing a significant role in influencing shoppers.
The brand is very important in this category.
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.
Cheese
85
Cheese: Category Insight
Cheese Cheese shoppers want a bit more excitement…
What were you thinking at the cheese shelf? – base 145
49%
15%
11%
10%
15%
Where is my favourite
A new pack caught my eye
I should buy Irish
Are there any offer
How does this compare to other brands
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.
87
14%
12%
6%
43%
24%
2%
18%
10%
5%
38%
27%
2%
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/EMERGENCY SHOPPING TRIP
I AM ON A QUICK TOP UP SHOP
I AM ON MY MAIN WEEKLY SHOP
I AM ON A BIG STOCK-UP SHOPPING TRIP
TOTAL SAMPLE YOGHURT
Yoghurt Shopping occasions
Shopping occasions for yoghurts – base 172
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.
88
Yoghurt Purchase Decision-Making
occasion
For Me
Brand Flavour Format Price Offer
Functional Benefit
Brand Flavour Format Price/Offer
For Family Format Price/Offer Brand Flavour
YES, 83%
NO, 12%
DIDN'T HAVE A BRAND IN MIND,
5%
Did you buy the same brand of you intended before to buy before you went into the store? – Base 178
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.
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.
89
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
The Quick Shopper – 1.53
The Careful Shopper – 0.88
The Browser – 0.07
The Bargain Hunter – 1.18
INDEX = 1
The Browser;
0.07
The Bargain Hunter;
1.18
The Careful
Shopper;0.88
The Quick Shopper;
1.53
Quick shoppers are influenced by factors at the fixture such as
price, offer, format
90
Yoghurt: Key Pre-Store Influences
Top of mind
Irish Brands
Yoplait
Glenisk
Irish Brand Equity
Irish brands are highly valued in
this category because of our strength as a
dairy producer.
Key Shopper Typology
The Quick Shopper:
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 sub-conscious shopping
91
Yoghurt: Key POP Influences
Price
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.
Promotion
Notably, little or no reference at all to POP promotion in the category across the
research. An opportunity to ‘interrupt’ shoppers with fridge merchandising?
Placement
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.
Packaging
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.
Yoghurt
92
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
5%
11%
9%
35%
40%
Other
I only buy Irish yoghurt
A new pack caught my eye
Are there any specials
Where is my favourite brand
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.
94
Water Shopping occasions
Shopping occasions for water – base 160
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.
24%
5%
6%
34%
27%
4%
18%
10%
5%
38%
27%
2%
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/EMERGENCY SHOPPING TRIP
I AM ON A QUICK TOP UP SHOP
I AM ON MY MAIN WEEKLY SHOP
I AM ON A BIG STOCK-UP SHOPPING TRIP
TOTAL SAMPLE WATER
95
Water Purchase Decision-Making
occasion
For me now
Still Size/Format Brand Price/Offer
Sparkling Brand Price/Offer
Flavoured Brand Price/Offer
For family
Still Price/Offer Size/Format Brand
Sparkling Price/Offer Size/Format Brand
Flavoured Price/Offer Size/Format Brand
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.
96
Water: Key Pre-Store Influences
Top of mind
Irish Brands
Ballygowan
Tipperary
Kerry Spring
Rockwell
Isca
Irish Brand Equity
Irish names offer a reassuring
sense of quality but increasingly the category is
becoming generic.
Key Shopper Typology
The Bargain Hunter & The
Careful Shopper account for over
50% of water shoppers and are often driven by
price and special offers.
Shopper Mind-State
Medium involvement -
rational
97
Water: Key POP Influences
Price
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.
Promotion
In-store POP is hugely influential via banded offers and multi-packs. These offers are now expected by shoppers.
Placement
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.
Packaging
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 multi-pack formats are shaping brand choice.
Water
98
Water: Category Insight
Water Irish shoppers want value added in water…
40%
12%
31%
10%
7%
Are there any offers?
How many can i get?
Who is cheapest this week?
Where are the lunchbox packs?
How much can I carry?
What were you thinking at the water shelf? – base 174
Tipperary Kid’s bottles is a great example of NPD that is standing out at the fixture.
100
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.
101
Who is the shopper typology we want to
target?
What shopper occasions are they likely to be on?
What is the shopper insight we need to
address?
Shopper Strategy Screener;
Example Cheese
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.
IMPLICATIONMainstream cheese brand need to create
excitement on-shelf as Quick shoppers are in beta-mode, subconsciously shopping.
OPPORTUNITYPack Innovation.
102
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.
Category Implications: Conclusions Summary