Review:ECR Shopper Workshop@Bord Bia
GRACE BINCHY, INSIGHT & TRENDS SPEC., BORD BIA
  “INFLATION IMPACT – FEELING THE PINCH”
COLM ROONEY, SHOPPER INTELLIGENCE
SHOPPERS' BEHAVIOUR DURING INFLATIONARY TIMES
BREAKOUT GROUPS
YOUNGER SHOPPERS &
INFLATIONARY SHOPPER BEHAVIOUR
ECR Shopper Workshop is a quarterly peer-to-peer forum

These Workshops will advance the standards of consumer insights, category management, digital & shopper marketing in Ireland for demand side professionals. 

The Workshops are set up to promote industry reconnection between participants. Breakout Groups, informal Q&A sessions & debating hot topics & industry trends generates wide ranging discussion!

Who should attend this workgroup?
Demand side professionals + Brand Managers + Category Managers + Shopper Marketers + Digital Marketers + Insights Executives + National Account Managers
Bord Bia
Adam Baker, Client Capability Manager, Bord Bia, opening the ECR Workshop and outlining Bord Bia's activities & support areas in the Irish retail & FMCG market
Grace Binchy, Insight & Trends Specialist, Bord Bia


Grace delivered a significant piece of research from Bord Bia that demands attention! Packed full of consumer insight, macro changes and international benchmarking.
Notable takeouts included
  • The growing band of middle class in Ireland
  • The movement from eating out less, to scratch cooking to prep cooking.
  • The widening difference between Irish & UK shopper behaviour ... driven by the economy.
  • The dramatic changing roles of brand & private label.
  • Download the presentation from the link above.
Colm Rooney, Shopper Intelligence

"Tracking Irish grocery shoppers' behaviour during inflationary times"

 Essential insights revealing the continued dissatisfaction amongst shoppers. This is an international trend and represents a marked deterioration not just due to price inflation but also significantly due to product, assortment, execution & product unavailability.

The most dissatisfied group are younger shoppers where there is a sharp decline in satisfaction!

Promotions are playing akey role for shoppers in mitigating inflation.
Breakout Groups

All attendees divided into breakout groups to discuss 2 shopper trends related to the insights presentations ... and then present their findings!

"Younger shoppers are more dissatisfied and disengaged"
This was very much agreed with everybody recognising the reduction in disposable income for this sector. Albeit their shopper behaviour varies category by category, the impact of Tik Tok & social media on driving shopping lists for recipe ingredients is significant. Product unavailability thus causes much frustration. Innovation & serving their needs is critical for this sector.

How have shoppers altered their behaviour most since inflation & how should retailers/suppliers react?
There was great debate on the levers which can be used ...
Balance value with the basket cost - don't cut product investment - link into shopper missions - create sustainability links - create links with social media - improve in-store theatre - increase dwell time at fixture & instore.