Retail Intelligence

59% of Irish Shoppers Say Low Price Veg Influences Store Choice

By Publications Checkout
59% of Irish Shoppers Say Low Price Veg Influences Store Choice

Over half (59%) of Irish shoppers said that low price vegetables would make them more likely to shop in a particular store, according to the latest survey from Empathy Research.

Of 1,309 respondents, more females (61%) than males (57%) felt that pricing vegetables low would impact their decision on which retailer to shop in. Age-wise, the youngest group were most influenced, with 70% 18-24 years olds agreeing it would sway their preference, while the other age groups were much less affected; 25-34 (57%), 35-44 (61%) and 45+ (57%).

The majority (89%) of shoppers surveyed said that they had noticed the price promotions on vegetables over the Christmas period, where several retailers offered 5 cent vegetables in a bid to gain customers. Repondents with children had more awareness (94%) of the promotions, than those without (84%). 

Almost two-thirds (64%) of Irish shoppers admitted that they took advantage of the 5 cent vegetables offers and despite younger age cohorts saying it would sway them the most when choosing a store, it was the older age groups that actually availed of them most.

Over two-thirds of 35-44 (68%) and 45+ year olds (70%) availed of the 5 cent vegetable initiative over Christmas. This is significantly higher than 18-24 (58%) and 25-34 year olds (50%). Regionally, the majority of those in Leinster (70%) bought the 5 cent veg, while other areas were less inclined to buy them, Dublin (56%), Munster (65%) and Connacht/Ulster (64%). Meanwhile, participants with children (71%) were more likely to have availed of the low price vegetables than participants without children (56%).


Well over half (59%) of those surveyed thought the 5 cent vegetables initiative was useful in promoting healthy eating. However, women (63%) were more of this opinion than males (55%). The younger age groups also thought the promotions were positive health incentives, compared to older age groups; 18-24 (69%), 25-34 (64%), 35-44 (61%) and 45+ (52%).

Although most (81%) of the Irish shoppers surveyed believe price wars in stores is 'great news' for consumers, just over 12% mentioned they would not trust food sold at such a low price.

Meanwhile, two-thirds (67%) of consumers believed this level of cost cutting is harmful to the farming industry, with three-quarters (75%) of 25-34 year olds saying they thought that cost cutting such as 5 cent vegetables is harmful to farmers. The other age groups were not as concerned; 18-24 (58%), 35-44 (62%) and 45+ (68%).

In addition, almost two-thirds (61%) of the survey respondents admitted they would support low cost selling promotions. This was felt strongest among 18-24 year olds (70%) compared to all other age groups; 25-34 (63%), 35-44 (62%) and 45+ (56%).

Click here for more information from Empathy Research.


© 2013 - Checkout Magazine by Genna Patterson

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