Kantar: Consumers are buying less
Kantar's David Berry says the shift towards reduced basket size demonstrates that consumers are cutting back where they can
Print19 April 2011
David Berry, Kantar Worldpanel Ireland
The latest grocery market figures from Kantar Worldpanel in Ireland, published for the 12 weeks ending 20 March 2011, show a dramatic response by consumers to food price inflation, which is continuing above 5%.
Growth dipped to 0.8% compared with 1.6% last month, with the average household buying 4% fewer groceries.
Only Tesco, Lidl and Aldi grew ahead of the market this month.
David Berry, Kantar Worldpanel Ireland, explains: “The biggest impact of the cutbacks was felt in the fresh and chilled sector, with the average household buying 4.7% fewer fresh or chilled products than it was three months ago. This shift towards reduced basket size demonstrates that consumers are cutting back where they can.”
Shoppers also continued to trade down to cheaper products with own brand products now accounting for 35% of grocery spend, compared with only 33.5% last year.
“Value conscious shoppers continued to switch more of their grocery spend to the German discounters, with Aldi growing its share to 4% compared to 3.2% a year ago and Lidl increasing its share from 5.6% in 2010 to 5.9%. Tesco benefited from its recent store openings and increased its share to 27.2%,” said Berry.
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