Are Supermarkets doing enough to fight for the 3.2 Million households that are most at risk of moving to Discounters?
Data from the latest Continuous Shopper Insights revealed a continuing 1% increase in the number of shoppers who do their grocery shopping in Discounters at least once a month and also in the number of shoppers who use Discounters as their main grocery store. Shoppers may be moving to Discounters as they believe other retailers are not doing all they can in order to offer the best quality products at best price. Supermarkets are at risk of their shoppers converting to Discounters, however it’s not currently a mass stampede, but instead more of a slow but consistent trickle…
Our CSI shopper research has seen an on-going trend of “value-for-money” becoming one of most important factors when deciding where to shop, yet 66% of shoppers do not feel retailers are doing all they can to offer them this. Discounters are most likely to be selected as store of choice because of their perceived “value-for-money”, which is a suggestion for why we are seeing this movement to Discounters.
16% of Supermarket shoppers are value-for-money focused, these are the shoppers who are likely to be impacted and move to Discounters if their current retailers can’t prove they are doing all they can to provide them with the best quality products at the best prices. Retailers need to put more focus onto value-for-money in order to keep shoppers loyal.
79% of households shop in mainstream supermarkets – 16% is a lot to lose (3.2 million households)