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THE IRISH GROCERY SHOPPER 2019 INSIGHTS Colm Rooney Shopper Intelligence Country Manager, Ireland The Changing Landscape in Irish Retail: Is Aldi now part of the establishment?
THE IRISH GROCERY SHOPPER
2019 INSIGHTS
Colm RooneyShopper Intelligence
Country Manager, Ireland
The Changing Landscape in Irish Retail: Is Aldi now part of the establishment?
WHAT
shoppers
are doing
WHY
they are
doing it
Introducing Shopper Intelligence…
Introducing Shopper Intelligence…
Today is an
industry-level
focus.
If you like/need anything
you see today we can
deliver it at a
category/brand/segment
level, retailer by retailer.
The largest annual
global shopper study
750,000ANNUAL INTERVIEWS
All major categories,
retailers and channels
11COUNTRIES
Key to what we do
Benchmarking
10,000+IRISH SAMPLE
93CATEGORIES
measured in Ireland
Ireland Scope:
Aldi, Dunnes, Lidl,
Super Valu, Tesco and
Convenience
150+ metrics in the system…
What makes the category
‘tick’ – help to define
category strategy
CATEGORY
DNA
Category Role
Shopping Mode
Decision Hierarchy
What do shoppers want
and think – understand
priorities and retailer
performance
SATISFACTION
Shopper Priorities
Shopper Satisfaction
POP Improvements
How are purchases made
and what influences them
– triggers to pull in
store
PATH TO
PURCHASE
Purchase Triggers
Promotional Influence
Analytical toolkit – Slice
and Dice by a wide
range of Shopper
dynamics
SHOPPER
PROFILING
Shopper Mission
Demographics
Where bought from
HowSatisfiedis theIrish Shopper?
40%
45%
50%
55%
60%
65%
70%
How Satisfied is the Irish Shopper?Global SAT
2017
N/A
63%
64%
59%58%
55%
53%53%
2017
2017
2017
2017
20172017
40%
45%
50%
55%
60%
65%
70%
How Satisfied is the Irish Shopper?Global SAT
2018
N/A
63%
61%
55%
.
58%
52%
48%
53%
2017
2017
2017
2017
20172017
NEW
=
2018
2018
2018
2018
2018
2018
2018
=
40%
45%
50%
55%
60%
65%
70%
How Satisfied is the Irish Shopper?Global SAT
2019
N/A
63%
61%
59%
.
52%
48%
53%
2017
2017
2017
2017
2017 =
2018
2018
2018
2018
?
?
?2018
0.8%
2018
2019
2019
2019
55%
2019
53%
2017
2018
Satisfaction
Battles
Satisfaction
BattlesDiscounterGrocery vs
Assortment
Execution
Price
Product
69% 67%
60% 60%
61% 59%
61% 61%
70% 69%
72% 72%
56% 56%
56% 55%
-2%
0%
-2%
-1%
-1%
0%
0%
-1%
Overall Satisfaction 63% 62% 64% 64%-1% 0%
2018 2019Change 2018 2019Change
72%
59%
61%
69%
Satisfaction
BattlesRetailers
Overall Satisfaction 64% 60%62% 60%-2% 0%
2018 2018
65% 63%-2%
2018 2019
65% 66%1%
2018 2019
64% 64%
Assortment
Execution
Price
Product
57%
69%
72%
54%
67%
54%
60%
58%52%
67%
70%
54%
66%
55%
59%
58%-5%
-2%
-2%
0%
-1%
1%
-1%
0%64%
69%
65%
61%
61%
66%
63%
57%
-3%
-3%
-1%
-3%
56%
70%
72%
57%
59%
70%
73%
58%
3%
0%
1%
1%
62%
70%
61%
63%
63%
68%
61%
60%
0%
-2%
0%
-3%
-1%
2018 2019 2019 2019
73%
60%
63%
70%
IRISH DISCOUNTER SHOPPERS:
ALDI vs LIDL
An analysis of how Lidl and Aldi shoppers differ in how they
plan, shop and perceive the two Discounters in Ireland.
IRISH DISCOUNTER SHOPPERS:
ALDI vs LIDLGender
Male Female
32% 68%
39% 61%
Retailer Loyalty
Loyal
Shop
Around
58% 40%
46% 50%
Shopper Mission
Main
Shop
Top-Up
Shop
62% 37%
55% 44%Lidl
Aldi
Categories that
Drive Loyalty:
Aldi: Frozen,
Impulse, Non-
Edible Grocery.
Lidl: Bakery,
Fresh.
Shopper Profiles
IRISH DISCOUNTER SHOPPERS:
ALDI vs LIDL
Lidl
Aldi
Most Planned
Categories:
Aldi: Bakery,
Frozen, Impulse,
Toiletries.
Lidl: BWS, Fresh.
Planned Regular Purchase
Knew What
I Wanted
WANTED
Shopper Planning
72%
70%
57%
54%
57%
52%
IRISH DISCOUNTER SHOPPERS:
ALDI vs LIDL
Lidl
Aldi
Spend Driving
Categories:
Aldi: Frozen,
Fresh.
Lidl: Toiletries,
Bakery, Core
Grocery.
Usually look around
and am open to
trying something new
Will pay more/
trade-up
(premium)
Buy
because
I feel like it
In-Store Behaviour
44%
47%
27%
29%
39%
44%
IRISH DISCOUNTER SHOPPERS:
ALDI vs LIDL
Lidl
Aldi
Bought on
Promotion
Pre-store
Promotions
Encourage
Shopping
Promos
Driving True
Incremental
Growth
Often Buy
Extra
when on
Promo
Promotions
1%
14%
16%
25%
9%
15%
35%
50%
23%
31%
Categories most
likely bought on
promotion:
Aldi: Fresh.
Lidl: Bakery,
BWS, Core
Grocery, Impulse,
Non-Edible
Grocery.
IRISH DISCOUNTER SHOPPERS:
ALDI vs LIDLSatisfaction
Categories most
likely bought on
Grocery, Impulse,
Aldi Lidl
Overall
Satisfaction
Assortment
Execution
Price
Product
Categories driving Satisfaction:
Aldi: Chilled, Fresh, Frozen, Non-Edible Grocery.
Lidl: Bakery.
The biggest gaps in Aldi’s favour:
Irish options
Authenticity
Innovation
Enjoy shopping
66%
59%
70%
73%
58%
62%
52%
67%
70%
54%
Category Roles
Profit Booster Hero
Basket Builder Trip Driver
Category Roles
Lo
w
Inte
ntio
na
lity
Hig
h
Inte
ntio
na
lity
Low
Engagement
High
Engagement
Profit Booster Hero
Basket Builder Trip Driver
Category Roles
Lo
w
Inte
ntio
na
lity
Hig
h
Inte
ntio
na
lity
Low
Engagement
High
Engagement
‘Inspire me with
something new
and different’
‘Give me a reason
to choose this
store’
‘Give me an
irresistible deal on
those little extras’
‘Give me the best
value on basics
and make it easy’
Profit Booster Hero
Basket Builder Trip Driver
Category Roles
Lo
w
Inte
ntio
na
lity
Hig
h
Inte
ntio
na
lity
Low
Engagement
High
Engagement
Profit Booster Hero
Basket Builder Trip Driver
Category Roles
Lo
w
Inte
ntio
na
lity
Hig
h
Inte
ntio
na
lity
Low
Engagement
High
Engagement
Chilled
Soup
Crackers/
Crisp
Breads
Shower
Gel
Canned
Beans
Frozen
Meal
Solutions
3 Take-Aways
2019 sees continued
global decline in
satisfaction amongst
shoppers…
…Irish retailers doing
well in this context –
particularly Aldi!
Aldi is becoming a real
main/weekly shop
option for Irish
shoppers…
…Moving away from
Lidl in terms of how we
perceive them as a
‘Discounter’.
Finally, important to
know what role your
category plays in the
store…
…And how satisfied
shoppers are with how
you are delivering the
category to them.
1 2 3
Remember!
If you like/need anything
you’ve seen today we
can deliver it at a
category/brand/segment
level, retailer by retailer.
CONTACT INFORMATION
Colm RooneyShopper Intelligence
Country Manager, Ireland
www. shopperintelligence.ieW
T +353 87 621 0034
