The purchase of fast-moving consumer goods (FMCG) in European supermarkets is largely driven by factors other than price, according to a new study.
The study of European shoppers by Kantar Media's TGI Europa, which examined shopper habits in Britain, Germany, France and Spain, found that even though two groups of shoppers are predominantly driven by price – ‘strategic savers’ and ‘promiscuous purchasers’ – these account for only around one third of shoppers.
Other purchasing groups, the study found, include ‘quality crusaders’, who are predominantly driven by quality and are willing to pay a premium for it, accounting for 23 per cent of shoppers in Britain and 20 per cent in Spain; ‘convenience kings’, driven by anything that makes shopping more convenient (a trend that is popular in France); ‘conscious connoisseurs’, those who are passionate about food (big in Germany); and ‘ethical empathisers’, who account for roughly one tenth of purchasers in Germany (12 per cent) and Spain (11 per cent).
“The world of FMCG shopping is hugely competitive, causing brands and retailers to embark upon price-based promotions and in some countries, create price wars,” said Anne Benoist, director, Kantar Media TGI.
“No one is immune from commercial difficulties, as some of the most established retailers have been finding in recent years. It is therefore more important than ever that brands and retailers understand the different types of shoppers that exist across Europe and tailor their offer to appeal to the very different motivations that drive each group’s shopping behaviour."
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