More than half (56%) of Irish consumers have bought from a single price retailer in the last month according to the latest Consumer Intelligence survey by Empathy Research.
Of 1,108 Irish respondents, more women (58%) than men (47%) and more parents (57%) than those without children (52%) frequented single price outlets, such as Dealz or EuroGiant in the past month.
When the survey participants were divided by age, the younger groups were found to be more likely to visit these stores: 74% of 18-24 and 60% of 25-34 year olds. This was noticeably higher than the 35-44 (55%) and 45+ (49%) age groups. Regionally, those living in Leinster, excluding Dublin are the most frequent shoppers in single price retailers, with 63% being regular shoppers compared to Dublin (51%), Munster (50%) and Connacht/Ulster (51%).
The top five items bought in single price outlets are kitchen and household accessories (54%), sweets and snacks (51%), stationery (48%), cleaning products (46%) and toiletries (45%). Women are more likely to buy kitchen and household accessories (57%), sweets and snacks (54%) and stationery (52%), while men are more likely to buy electrical items and accessories (21%).
Younger age groups preferred to shop in single price stores for food items and electrical items. Over two-thirds (69%) of 18-24 year olds bought sweets and snacks, while over a third (35%) also buy drinks. The other age groups were less likely to buy food items, instead buying other items; over half (53%) of 25-34 year olds buy cleaning products, significantly more than the other age groups, 18-24 (46%) 35-44 (43%) and 45+ (45%).
When it comes to trusting the quality of the brands sold in single price outlets, nearly half (48%) of Irish shoppers said that they do. More parents (51%) than people without kids (46%) and more women (50%) than men (46%) felt trust for single price store brands.
Click here for more information from Empathy Research.
© 2013 - Checkout Magazine by Genna Patterson
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