The majority (87%) of Irish consumers agree or strongly agree that the 'snobbery' about shopping in discounters such as Aldi and Lidl has diminished, according to the latest Consumer Insights report from Empathy Research.
The survey of 913 consumers found that while half (51%) of 45+ year olds 'strongly agree' with this statement, this is significantly higher than all other age groups; 18-24 (29%), 25-34 (36%) and 35-44 (46%).
More than 9 out of 10 (93%) of Irish consumers shop in Lidl or Aldi, the study found. This was slightly higher amongst 18-24 year olds (96%) compared to older age groups; 25-34 (91%), 35-44 (91%) and 45+ (94%).
Of those that shop in a discounter supermarket, fewer than one in five (17%) only shop in one store (either Aldi or Lidl). Munster discount shoppers are also more likely to shop exclusively in one discounter supermarket; Munster (21%), Dublin (16%), Rest of Leinster (15%) and Connacht/Ulster (15%).
When asked if there were any products that consumers would not buy from a discounter, just over a quarter (27%) mentioned meat products, compared to 21% that said fish, 19% that said tea/coffee, 13% that said dairy products, and 12% that said eggs.
Almost two-fifths (37%) of 18-24 year olds would not buy meat from a discounter store. This was significantly higher compared to older age groups; 25-34 (25%), 35-44 (22%) and 45+ (29%).
Click here for more information from Empathy Research.
© 2014 - Checkout Magazine by Stephen Wynne-Jones
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