Supervalu supports Irish products best – survey finds

Supervalu is the best supermarket in Ireland at promoting Irish products, according to research by Checkout and Ignite Research.

Of the 3,000 respondents surveyed, one third of shoppers (33%) cited SuperValu as the leading supporter of Irish producers, followed by Dunnes (23%), Aldi (12%), Tesco (11%) and Lidl (6%).

More female (37%) than male (29%) respondents felt Supervalu was a strong supporter of Irish products. Respondents outside Dublin (Connacht/Ulster 37%; Munster 36%; Rest of Leinster 36%) were also more likely to name Supervalu as the lead supporter of Irish products, than those in Dublin (26%).

It also found that Irish consumers are most likely to identify themselves as ‘loyal Tesco shoppers’, but are increasingly shopping more in Aldi and Lidl, according to the ‘Where We Shop 2014’ report, prepared by Checkout in association with Ignite Research.

The report, which surveyed 3,000 Irish consumers on their shopping habits, found that 30% see themselves as ‘loyal Tesco shoppers’, compared to 18% that see themselves as ‘loyal Aldi shoppers’, 14% as ‘loyal Dunnes shoppers’, 11% as ‘loyal Lidl shoppers’ and 11% as ‘loyal Supervalu shoppers’.

The study also asked respondents which supermarkets they were shopping ‘more’ and ‘less ‘in over the past 12 months, with Aldi (37%) and Lidl (29%) making the most gains, followed by Tesco (16%), Supervalu (12%) and Dunnes (9%).

Despite recording a high number of ‘loyal’ shoppers, more than a third (35%) of respondents stated they were ‘shopping less’ in Tesco over the past year, with a further 29% saying they were shopping less in Dunnes, 19% in Supervalu, and 16% in Marks & Spencer.

 

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