RESEARCH: Supermarket Squeeze - impact of credit crunch

Provided by Time Inc. UK
IPC Insight's Origin Panel researches into the impact of the credit crunch on grocery shopping with mass market mums.
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What was the Challenge / Background of the Campaign?

This Weeklies Insight promotes our most recent Origin Panel study -'Supermarket Squeeze.' The study looks at the impact of the credit crunch on grocery shopping, and how this has changed consumer purchase behaviour. This research, from November 2008, has up to date findings that are highly topical in today's economic environment. The following provides a summary of the research findings amongst our core audience -mass market mums.

What was the Campaign Objective?

To look at the impact of the credit crunch on grocery shopping, and how this has changed consumer purchase behaviour.

What was the Solution?

Being the household authority on grocery shopping, money management and feeding the family it is not surprising that mums are feeling the squeeze. Mums are spending more than ever on the basics and almost three quarters of them are watching what they spend more than they used to. Prices are a cause for concern with 86% of mums worrying about the rising cost of grocery shopping.

What were the Results?

Tesco and Asda dominate in terms of being the stores where mums buy the majority of their groceries. They are considered strong brands for price, special offers, value for money, range and quality. Mums are trading down more often than they used to but brands are still important to mums -with two thirds saying at least half of their supermarket shop consists of branded goods and only 13% saying all or most of their shop consists of supermarket own label goods.

What were the Key Learnings of this Campaign?

Tesco and Asda dominate in terms of being the stores where mums buy the majority of their groceries. They are considered strong brands for price, special offers, value for money, range and quality. Mums are trading down more often than they used to but brands are still important to mums -with two thirds saying at least half of their supermarket shop consists of branded goods and only 13% saying all or most of their shop consists of supermarket own label goods.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsMass market mums
25 - 34
35 - 44
Female
ABC1
C2
DE
Main Shopper
Kids HH
MAGS / CONSUMER
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearEDUCATE CONSUMERSRESEARCH
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