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Half of European shoppers engage with multichannel


A new study from grocery insight group IGD has shown that 49 per cent of European consumers use a variety of shopping formats when looking for the best food promotions.

Whether it is supermarkets, hypermarkets, convenience stores or online, grocery shoppers are increasingly happing to use a variety of multichannel formats, with 37 per cent doing so with the intention of saving money.

The increasing popularity of multichannel does not mean a huge growth in online food shopping however, with only 11 per cent of British consumers intending to use this channel more in the next 12 months.

Joanne Denney-Finch, CEO of IGD, said: “Competition is intense between the different retailing formats across Europe to entice hard-pressed shoppers to use their particular outlet.

“Different formats have characteristics that particularly appeal to shoppers depending on the country in question. In France hypermarkets are seen as the best outlet to provide value for money while in the UK, supermarkets are regarded as the top choice.”

Spanish consumers are the keenest to increase their supermarket shopping, with 15 per cent saying that they intend to spend more in this format this year, compared to 12 per cent of Germans, ten per cent of Brits and eight per cent of the French and Dutch.

As consumers’ budgets become evermore squeezed, 19 per cent of British shoppers claim that they intend to spend more at discount shops like Aldi and Lidl over the next year.

This trend may already be helping trade at these types of supermarkets, with both Aldi and Lidl seeing considerable market growth in the latest Kantar Worldpanel grocery sector review published last month.

Denney-Finch concluded: “Shoppers across Europe are hunting for value for money and finding it in a range of outlets.

“In order to win this year, consumer goods companies need an effective channel management strategy that incorporates shopper perceptions in each market while delivering value, promotions and a sufficient variety of products.”

Published on Thursday 07 April by Editorial Assistant

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