Irish take-home grocery sales rose by 25% during lockdown, according to Kantar, with shoppers making fewer trips but spending more, and families with kids under 16 spending almost a third more than normal. But what are women saying about the shopping increase?
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Growth in Grocery Sales
The latest figures from Kantar show that Irish take-home grocery sales rose by 25.4% during the 12 weeks to 17 May. This is the fastest rate of growth recorded in the past fifteen years.
With 8 weeks of stay-at-home lockdown and limited options for takeaway meals, most meals were being prepared in the house and some categories, particularly on-the go snacks, meals and drinks, have fallen in spend.
In our recent insights study “5 Food Trends That Are Influencing Women Buyers“, we also saw Home Cooking as a real trend with 67% looking up recipes online.
Online Grocery Shopping
The Kantar report shows a rise overall in online grocery shopping with 15% of Irish households received at least one online delivery over the latest 12 weeks – up from 9% last year.
When we asked our trusted panel of women about online shopping for groceries, 51% of them reported that they have never shopped online and prefer the instore experience.
Feedback from our panel included the fact that delivery slots were either unavailable or they weren’t availing of online grocery shopping to allow vulnerable people to use the slots.
Warm Weather Boost
May bank holiday weekend and the warm weather meant that alcohol sales grew by a staggering 93% (over last 4 weeks) with additional €3.8 million being spent on barbecue food such as burgers and sausages. Ice cream sales were up an extra €5.9 million.
Haircare at Home
With hairdressers closed, sales of haircare products and hair colourants went up 25% and 73% respectively. We also asked our panel about their shampoo buying habits and 87% told us they are mostly or always loyal to their shampoo brand.
Would you like tailored insights for your brand? Use our panels of engaged women and our dedicated private platform to gather critical insights to help influence women to deliver long term profitability. Contact us now to find how we can help.