An increased focus on product quality and slicker communication is paying off – discounters are now attracting new shoppers beyond their traditional target markets.
In our latest shopper panel research (of 1,000 UK household shopping decision makers) which launched today, we take a closer look at how shoppers are interacting with discounters in light of their well publicised plans to open new stores and also to investigate changes in shoppers’ perceptions and usage.
With savvy purchasing behaviour set to continue well into 2014 and beyond, shoppers are interested in seeking out new ways to save money. As a result, loyalty has fallen into decline and the discounters, with their low prices and simple propositions, are emerging as winners. What our research tells us is that this behaviour is not confined to any particular group of shoppers – families across all income levels see the benefits of selective use of discounters to save a little money.
Here are some of the research highlights:
- 52 percent of UK shoppers have visited an Aldi in the past six months. Main rival Lidl welcomed 49 percent of shoppers.
- Nearly a fifth of shoppers visit Aldi or Lidl at least every two weeks. Interestingly 27 percent of 18-24 year olds – the highest of all age groups measured – frequent Aldi every two weeks.
- Younger shoppers (18 – 24 year olds) have the highest propensity to visit discounters – particularly to go to Aldi (60 percent versus 51 percent to Lidl).
- Older shoppers (64 – 74 year olds) are the least likely to go to the discounters with 44 percent visiting Aldi and 45 percent going to Lidl.
- Skilled working class (C2) shoppers are the group most likely to regularly use discounters – 62 percent of this group visit both Aldi and Lidl equally.
- In second place are ABs – the most affluent groups of middle class shoppers (with 53 percent going to Aldi and 51 percent to Lidl).
- Perhaps surprisingly those with the most restricted amount of spending power, groups D and E were the least likely to visit the discounters.
In conclusion, discounters are on a positive run which isn’t anticipated to end any time soon. From the shoppers’ perspective, savvy shopping chatter between friends is encouraging more people to visit discounters and try new ranges. From the retailers’ perspective ambitious new store opening plans will ensure more shoppers have convenient access to their outlets, their advertising is working well and quality perceptions continue to improve.
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