According to the latest Consumer Insights report from Empathy Research, just under one in every seven Irish consumers (14%) shop in single price discount stores such as Dealz or Euro Giant at least once a week, while a further 38% admitted to shopping in said stores at least once a month.
Breaking these figures down by gender, slightly more females (54%) shop in single price discount stores than males (50%). Under 25s are more likely shop in discount stores at least once a month compared to all the other age groups, while those aged over 55 are the least likely age group to in discount stores once a month; 18-24 (65%), 25-34 (54%), 35-44 (53%), 45-54 (52%) and 55+ (45%).
In terms of where consumers are visiting single price discount stores, just over 1 in 2 respondents living in Dublin (57%), the Rest of Leinster (56%) and Munster (50%) indicated that they shop in single price discount stores at least once a month. This is significantly higher compared to only 43% of respondents living in Connacht/Ulster.
Kitchen and household accessories are the most popular items bought in single price discount stores, with almost 6 out of 10 shoppers (59%) purchasing said items. This was followed by confectionery and sweets (49%), cleaning products (42%), stationery (41%) and toiletries (37%).
More than two-fifths of Irish consumers (43%) trust the quality of the brands sold in discount stores such. Again, more females (47%) are of this opinion compared to males (38%). Looking at this by age, there appears to be almost equal agreement across all the age groups; 18-24 (43%), 25-34 (41%), 35-44 (48%), 45-54 (43%) and 55+ (40%). Frequent single price discount store shoppers are more likely to be of this opinion compared to less frequent shoppers.
Click here for more information from Empathy Research.
© 2015 - Checkout Magazine by Niall Swan
