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It is not surprising that some shoppers are looking to for alternative channels for their food and groceries in an attempt to make savings. Although the Big Four supermarkets remain the most popular channels, alternative channels such as Amazon Groceries aim to tempt shoppers away from their usual supermarket choice. The internet has allowed for the emergence of sites offering bulk and discount groceries without the need for physical stores, thus keeping costs low. Bulk discount stores such as Makro and Costco provide shoppers with not only the opportunity to buy essential in bulk, but also products that they can’t get in standard supermarkets. They also work as a form of entertainment, with many shoppers seeing them as a trip out, where they can take their families, have a browse and have lunch. This report will provide a holistic view on where shoppers go, how frequently and most importantly why they choose this channel to fulfil their shopping needs.
This section of our channel series investigates shopper perceptions, attitudes and behaviours in relation to Large Supermarkets. Large Supermarkets are the most frequented of all the channels and continue to dominate the Food & Grocery market; our in-depth research explores a multitude of themes in this area. The Large Supermarket report will cover channel penetration, spend by mission, primary store (including how shoppers define primary store), shopper share, drivers to store, barriers to purchase (by category) and overall perceptions of the different retailers (Quality, Price, Range and Value).
The latest Food and Grocery Shopper opinion
I called into Tesco the other day to pick up some milk and couldn’t help notice a rather large display of £1.50 Easter eggs near the entrance. They caught my attention, mainly due to the fact that I needed one for my son’s school’s Easter raffle, so I decided to take a look.
Upon closer inspection I was pleasantly surprised at the size of the eggs, and their contents… I decided to buy the Mini Egg option, and for my hard earned £1.50 I got a medium sized egg, a bag of mini eggs and mini egg mug… bargain!
I do recall supermarkets offering cheap Easter eggs in recent years to try and lure shoppers, but this year they seem to have taken it to the next level. You definitely get more egg for your money than you did last year, which in a time where anything chocolate based seems to be shrinking is quite refreshing.
With some eggs selling for as little as 99p, they are, in some cases, cheaper on a pound-to-weight ratio than ordinary chocolate bars. This in-turn must be having a significant effect on other confectionary sales as a whole, so the question to the supermarkets is what’s the point?? They’re actually shooting themselves in the foot as shoppers are choosing to pick up the discounted eggs instead of their usual sharing bag of Maltesers (other brands are available) for when they settle down to watch Ant & Dec’s Saturday Night Take-away.
You also have to feel (a little) for the likes of Cadbury, Nestle and Mars as they are not only being squeezed on price from the supermarket buyers (against the backdrop of soaring coco bean costs), the sales of their core ranges must be taking a hit… I’m sure they’ll survive though!!
For me, Easter eggs won’t just be for Easter Sunday… they will be a weekly treat in our house!
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