Sunday 25 February 2018

How men and women differ at shopping

Dael Wood
Dael Wood
Kevin Dundon in a Supervalu ad
Taylor Schilling and Laura Prepon in Orange is the New Black.

Buying brands on promotion continue to dominate purchase decisions in Ireland, the latest annual tracker of grocery shopper habits by Carat shows. Steady patterns are reported, with some category change along with some different preferences for men and women.

The media agency's strategy and insight director Dael Wood, says a stable pattern is evident around switching between brands and private label over the last two years.

When the various grocery categories are scrutinised, the biggest shifts are among tea and alcohol brands, which continue to command the highest loyalty scores. But, the report adds, these segments have also seen an increase in brand switching once a promotion is called. Demand for cider had the biggest increase with 7pc.

Milk and cereal categories saw a 5pc and 3pc increase respectively in consumers which switched to private labels and were happy with the decision.

When it comes to being the main shopper in a household, women take most ownership, with a slight drop from 75pc last year to 73pc this year. Males are now doing more shopping, with the figure up four points to 47pc.

Seven in every 10 shoppers spend more time in-store comparing prices and special offers. A similar percentage are shopping around for better prices.

As with brand loyalty, shopping decisions based on discounts and offers remain steady. Money off the normal price and buy one, get one free (Bogof) continue to be the best ways of luring shoppers.

With regards to the best forms of in-store advertising, promotional displays, on shelf ads and free samples continue to work best.

Now in its fifth year, the latest report saw new in-store advertising channels to added for the first time, including promotional displays at aisle ends, free samples and tastings and direct mail flyers sent to shoppers.


* Efforts to rebrand Dublin continue apace by the Grow Dublin Taskforce Alliance (GDTA) industry group are expected to report to Minister for Tourism Paschal Donohoe TD in September.

Headed up by businessman Michael Carey, the GDTA comprises some of Ireland's top marketers.

Fáilte Ireland's Dublin director Orla Carroll is project co-ordinator.

Armed with an estimated €20m in public and private funds, the focus is on transforming Dublin's "dull" and "grey" image and create a vibrant brand identity and communications strategy along the lines of New York's famous 'I Love NY' with its stylised heart.

Kay McCarthy's MCCP found that three types of visitor groups are interested in coming to Dublin and they are categorised as 'social energisers', 'culturally curious' and 'great escapers'.

The taskforce includes Pat McCann of Dalata Hotels - some of whose Maldron and Bewleys hotels were recently rebranded as Clayton; Paul Carty, Guinness Storehouse; Bord Bia's Brand Forum chairman John Fanning and Ryanair marketing boss Kenny Jacobs.

* Streaming service Netflix will show Angelina Jolie Pitt's forthcoming movie, 'First They Killed My Father: A Daughter of Cambodia Remembers'.

The film is based on the memoir of Cambodian author and human rights activist Loung Ung where he tells how the country's Khmer Rouge regime murdered two million people in four years.

Jolie Pitt co-adapted the movie script with Ung. The film will be shown on Netflix late next year and screened at international festivals.

Netflix has 65 million members worldwide with over 40 million signed up in the United States.

Although the company does not release official subscriber figures for Ireland and the UK, it's estimated that 190k Irish homes had joined by the end of last year. Among the most popular dramas are 'House of Cards' with Kevin Spacey and Robin Wright and female prison drama Orange is the New Black, starring Taylor Schilling and Laura Prepon, main picture.

* You wait for a famous face to sign up for a car brand and then two pull up on the same day. Rugby star Johnny Sexton has made the switch from Toyota to its more upmarket Lexus stablemate. As Sexton prepares for Ireland's World Cup bid, he will drive around in a Lexus RX450h. Chef Kevin Dundon can now get to and from his Dubrody hotel and cookery school in Wexford in a Ford Mondeo. Dundon also fronts SuperValu's ads, pictured left.

* In a report in last week's AdLib, various agencies were mentioned as having pitched for Tesco's consumer PR account, previously with Crotty PR.

Thinkhouse director Jane McDaid was in contact to say that her agency did not in fact present for the business, nor were they involved in any talks with the British multiple. Mick O'Keeffe of PSG Notorious said they were invited to pitch, but declined. As Tesco might say, every little clarification helps.

* For the first time ever, bales of silage around the country are wrapped in pink. It's all thanks to Dairygold's support for the Irish Cancer Society's work in fighting breast cancer. Companies or groups interested in signing up as a pink partner in the campaign are asked to email

Michael Cullen is editor of

Indo Business

Promoted Links

Promoted Links

Business Newsletter

Read the leading stories from the world of Business.

Also in Business