Online accounts for just 1.3% of all grocery spend in Ireland
The latest research from Kantar Worldpanel has shown the online grocery market in Ireland is weak compared to that in the UK.
Compared to the UK, online grocery shopping in the Republic of Ireland is less established and accounts for only 1.3% of all grocery spend, compared to 5% in the UK. Kantar Worldpanel managing director Tim Kidd explained that the limited availability of online retailers was one of the key reasons for the difference.
Kidd said: “Despite this limited availability, one-fifth of Irish consumers are already shopping online. With three in every four shoppers in Ireland now online, the scope for connecting brands and products to the end-consumer in Ireland is growing by the day.”
It was also highlighted by Kidd that 20% of online shoppers in Ireland now used tablet computers and one in two shoppers used a smartphone, which meant the ability to shop on-the-go was imperative for further growth within the sector.
Retailers focusing on their online offer needed to be aware that Irish shoppers were particularly savvy, Kidd said. He added: “Price comparison websites are giving consumers the opportunity to shop around for better deals and this is reflected in the amount of money these shoppers are spending. For those who visit price comparison sites every day, their average yearly spend on groceries is €4,515. This contrasts with the €5,900 people spend who don’t use these sites. With austerity still rife in Ireland, it is vital that suppliers ensure all price information is up to date and that they are tempting consumers with value messages.”
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