A study of European consumers by Kantar Media’s TGI Europa has found the that purchase of fast moving consumer goods items in European supermarkets is largely driven by factors other than price.
The study 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.
“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.
Other purchasing groups, the study found, include ‘Quality Crusaders’, who are predominantly driven by quality and willing to pay a premium for it, which account for 23% of shoppers in Britain and 20% in Spain; ‘Convenience Kings’, driven by anything that makes shopping more convenient (a trend that is popular in France); ‘Conscious Connoisseurs’, those that are passionate about food (big in Germany) and ‘Ethical Empathisers’, which account for roughy one-tenth of purchasers in Germany (12%) and Spain (11%).
“No-one is immune from commercial difficulties, as some of the most established retailers have been finding in recent years," added Benoist. "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."
© 2014 - Checkout Magazine by Stephen Wynne-Jones
