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Where We Shop 2015

By Steve Wynne-Jones
Where We Shop 2015

Checkout has teamed up with Ignite Research to announce the return of Where We Shop, our definitive guide to the shopping habits of Irish consumers. Derived from a survey of 1,000 customers across all age and social demographics, the Where We Shop report is the most accurate barometer of how and where Irish shoppers are spending, what they see as particular supermarkets’ strong points and where they feel they could do better.

Irish Grocery Habits Remain Consistent As Economy Improves

It’s often said that the more things change, the more they stay the same, and one of the most striking aspects of this year’s Where We Shop report is how consistent our shopping habits remain, despite the economy showing a marked improvement since this time last year. Tesco remains the supermarket in which most do their ‘main’ weekly shop, with only Aldi (going up) and Dunnes (dipping slightly) showing any change in usage.

Tesco recently claimed back its market-leadership position in Ireland, and as these figures show, this performance is helped by its popularity among younger consumers, particularly those in the 18-24 age group, of whom 36% cite the retailer as their main shop of choice.

Consumers in the older age groups, meanwhile, are more likely to spread their shopping across more stores, with the highest proportion of shoppers aged 55+ citing Dunnes and SuperValu as their main shop of choice.


As well as ‘value’, which remains a core area of focus for so many consumers, particularly those of the discounters, ‘range’ and ‘convenient location’ were also cited by respondents as key footfall drivers, with Tesco and SuperValu performing strongest in this regard.

Ignite Research

Ignite Research is delighted to be involved in this exciting research again, to provide a real understanding of how and where Irish consumers shop.

At Ignite Research, we have measured the mood of a nation that has gradually become more optimistic about the future. What will be a key question for FMCG brand managers is whether or not this sentiment has an impact on our shopping behaviour.

Last year, Ignite Research provided an overview of where Irish people are shopping, how discounters are performing, and the reasons why people are shopping (more or less) in certain retailers.


Following on from this study, in May 2015, Ignite Research asked 1,000 people from across Ireland about their shopping habits.

This study provides an understanding of the retailers that are viewed as the most popular choice and what retailers people would consider as an alternative.

The research investigates whether value for money is still important for consumers, or if quality and range is increasing in importance. We ask Irish people their perceptions of each of the supermarkets in Ireland, whether people feel more loyal to one retailer over another, or which retailer is best at supporting Irish products. Outlined in this report are the key findings from the trade perspective: the retail landscape.

Added Value

Further to this, Ignite Research is also working on the only study into how Irish people shop – the behaviour of Irish shoppers through the supermarket aisles, choosing brands from the shelf and heading to the checkout. The study incorporates buyers of the Checkout Top 100 Brands from 2014, giving a true understanding of how shoppers plan and organise their lists, but also how emotions play a role in how people shop for products.


The purpose of this study is not only to provide an overview of where people are shopping, but why and how people shop. It is crucial to integrate an understanding of human behaviour into shopper marketing, and Ignite Research intends to provide this insight to brands across Ireland.

View the Where We Shop 2015 report here

For further information on this important research study, please contact Conor Hughes at Ignite Research at [email protected]

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