The perception that shopping at retail and farmers’ markets costs consumers considerably more than supermarkets is a fallacy, according to new data.
Research from Kantar Worldpanel revealed that markets proved considerably cheaper alternatives to supermarket shopping on a wide range of items.
The findings, displayed to delegates at the London Markets Symposium on Friday by Kantar communications director Ed Garner, show that markets came out as cheaper than Asda, Morrisons, Tesco and Sainsbury’s - in that order - over the last three years.
Garner qualified the statistics, saying that Sainsbury’s stocked a number of high-value lines, such as organics, which made it appear expensive. He said: “If you are buying fresh produce markets actually often work out the cheapest option although they are most affected by seasonality, which is less of an issue in the multiple.
“Markets can offer things such as provenance and local produce, which allow it to compete competitively.”
Fresh Produce Consortium chief executive Nigel Jenney said it was positive that an organisation such as Kantar was acknowledging the markets sector and that it had dispelled the myth that farmers’ markets were more expensive.
Garner said traders and market authorities should not fear supermarkets such as Waitrose, which can offer a mutually beneficial solution for shoppers, with either acting as an anchor.
He said: “Watirose is now the fastest-growing supermarket in this country. Market people often think they are competitors but they can bring the kind of customers that benefit markets and vice versa.
“There is a difference between competing with each other and becoming an anchor and there’s no doubt a well-placed market can boost trade.”
The Kantar research also suggested that, while consumers were favouring supermarket shopping online more and more, it was not impinging on produce trading at markets.
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