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The grocery market has shown a remarkable growth trend, with strong value growth primarily due to price inflation, although this momentum is slowing as retailers adopt promotional strategies. Volume sales have experienced minimal growth over recent periods, reflecting a shift in shopper behavior where consumers are increasingly visiting multiple stores for better deals. Data shows that households are making 7 additional trips annually but are spending €11 less per quarter on fresh produce, indicating a shift toward more thoughtful shopping amidst rising prices.
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Growth of the grocery market trended over timeValue growth remains strong due to price inflation but is slowing as shops increasingly promote. Volume sales have grown slightly in the last two periods
Shopping around more Shoppers are now shopping around more for the offers and visiting on average 2.8 multiples in a 4 weekly period No of stores visited for multiples Source: TNS Worldpanel, 52 w/e 28th December 08
Total fresh produce market is up 2.4% annually due to each HH making 7 extra trips per annum but HH are spending less per trip 7 extra trips to the fixture
total fruit & veg quarterly trendsfrequency has been higher each period in 2008 compared to 2007 and the spend has been dropping for throughout 2008. Each HH is spending €11 less per quarter on the category
