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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
In fact, should the question be…is private label causing the demise (well relative demise) of the Big 4?
The large retailers have always tried to cater to every shopper, especially those on a budget. So rather than restricting them to only buying Brands, shoppers have a three tier choice of an own label alternative in many categories. These (own label products) though are perceived as poorer quality alternatives…but a few years ago they were the only alternative…not any more. The retailers even appear to motivate shoppers to try and discover one at an acceptable quality…making clear the trade-off between Price & Quality. The problem they now have is that the Discounters have thrown a spanner into the works!!
I often read that shoppers are drifting (well running) to the Discounters purely as a money saving exercise, to me this only tells half the story. One of the most important drivers is that they are offering alternative products to the main Brands, which are not only cheaper…but actually of an equal or better quality than the well-known brands.
The stigma of offering a lower tier own brand to a friend has always been in the minds of the shopper, but these alternatives appear to be seen in a totally different light. The shopper is no longer seen as a having money troubles by offering these alternatives…but of being adventurous in trying a lookalike or foreign alternative.
Our recent Discounter Channel research saw that nearly three quarters of Discounter shoppers think they are cheaper because they offer foreign brands, and they don’t see these brands as being inferior! And with their perception that the prices are 25% cheaper compared to the Supermarkets, having great locations, fast moving carparks and manageable store sizes…the Big 4 have a lot of work to do to combat their rise…is it even possible?
So to summarise, there is no Stigma to shopping at Lidl anymore…there is about buying Everyday Value!
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