When it comes to rating the range of beer or lager in-store, Tesco leads all other retailers with a third of their own shoppers endorsing them as being better than others in this regard. Recent research on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,008 adults aged 18+, sought to understand how availability ratings impact purchase behaviour in supermarkets.
In comparison to a third of Tesco shoppers endorsing them as having the best beer/lager availability, just 1 in 5 Dunnes Stores and SuperValu shoppers would endorse these stores as being better in this regard. However, the majority of shoppers of Tesco (57%), Dunnes Stores (61%) and SuperValu (57%) claim these stores are the same as other supermarkets when it comes to their beer/lager offering. Both Discounters suffer in their own shoppers’ rating of their range of beer/lager. Indeed, almost a quarter (23%) of Aldi shoppers and almost 3 in 10 (28%) Lidl shoppers would rate them as being worse than other supermarkets when it comes to the range of beer/lager available.
Tesco generally performs best across the main alcohol categories when it comes to purchase incidence in-store. Almost 6 in 10 (59%) Tesco shoppers claim to purchase wine, with SuperValu in second place in this regard (53%), ahead of both Discounters in third place (46%). Relative to other categories, wine is an area where Dunnes under-performs, with just 45% of shoppers claiming to purchase, leaving them in last place amongst the key supermarket brands.
Discounters also perform well amongst their own customers when it comes to the purchase of sparkling wine with almost 1 in 5 (17%) Lidl customers buying this here and a similar proportion (16%) of Aldi customers buying it from Aldi. This purchase incidence places them alongside Tesco (17%) in terms of purchase incidence amongst shoppers.
For further information and more in-depth analysis on consumers’ rating of supermarkets in terms of alcohol availability, please contact Robbie Clarke at Empathy Research.
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