Latest research from international food and grocery expert, IGD reveals new shopper loyalties are emerging across Europe as food retailers and manufacturers engage in an intense contest for value.
More than a quarter of shoppers in Europe have made changes to their food and grocery shopping due to the recession, with 70 per cent of these shoppers saying they will stick with their new habits even when the economy recovers.
In France, a third of shoppers have changed their shopping habits with 70 per cent of these shoppers saying their changes are permanent. This compares to 22 per cent of Spanish shoppers that have made changes, with 64 per cent of these shoppers saying they will stick to their new habits regardless of the economy.
Joanne Denney-Finch, chief executive of IGD, said: “Shoppers are shopping around more, wasting less, seeking out promotions, planning meals better and taking their time to find the best deals.
“In such a vibrant marketplace, in which new shopper loyalties are emerging, retailers and food manufacturers are responding very rapidly to the challenges presented by the recession. They are each vying to excel at delivering value - and the most effective are reaping the rewards.”
The research, conducted with shoppers in France, Germany, Spain and the UK, shows that own-label is on the rise while over a quarter of shoppers in these markets are visiting discount supermarkets.
Brands also have a number of shopper trends in their favour - almost half of French shoppers say that a major strength of brands is their reliable "taste and quality", compared to over a third of Spanish shoppers.
Some 27 per cent of shoppers in the UK favour brands because they have grown up with them - the highest figure compared to its European counterparts and no surprise as strong heritage has become an important attribute for UK shoppers.
An IGD survey of 120 food and drink manufacturers found that they are responding decisively to changing shopper trends.
Some 47 per cent are putting a strong emphasis on price and value through advertising and communications, 43 per cent have increased promotional activity and 42 per cent have changed pack sizes in response to consumer trends.
Denney-Finch said: “Overall, nearly a third of people in Europe have yet to make major changes to their grocery shopping during the recession, but expect to if conditions worsen. So there could be further transformation ahead with a great deal still to play for.”
No comments yet