http://store.nielsen.com/

CHANNEL HABITS BEHAVIOUR & ATTITUDES (INCL. ONLINE)

SAMPLE REPORT

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The Client is not authorised to publish and/or adapt this research report,

whether in whole or in part(s), in the press, on the radio, on television, in

leaflets, data search systems, litigations etc. without prior written consent of

Nielsen .

Consent for publication should be sought from Nielsen each time.

CONFIDENTIALITY CLAUSE

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RESEARCH DESIGN Coverage: National

Target Respondent:

• Males/females

• Aged 18–65 years

• Both main grocery buyers and influencers

Interview Methodology: Online

Sampling Method: Random sample with quotas for age and gender

Sample Size: n=1500

Fieldwork Period: October 2014

Weighting: Data weighted proportional to national ‘main grocery shopper’ statistics based on age, gender, region

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STRUCTURE OF THE SHOPPER SAMPLE

82%

17%

1%

MAIN SHOPPER

INFLUENCER

OTHER

32%

68%

WOMEN MEN

56%

44%

Base: All shoppers(n=1513) Ref: Q4.Please record your gender Q5.Which age group from the list below do you belong to?

GENDER AGE BY GENDER ROLE IN SHOPPING

5%

6%

21%

54%

16%

27%

7%

31%

45%

36%

31%

10%

34%

32%

40%

6%

Men

Women

Men

Women

18-24 y.o. 25-34 y.o. 35-49 y.o. 50-65 y.o.

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CHANNEL BEHAVIOUR (TOP 5)

Where do consumers shop?

Base: All shoppers 2013 (n=1513), 2014 (n=1513) Ref: Q7a Which of these types of stores have you visited in the past 7 days? Ref: Q8 On average, how often would you shop at the following type of store? Ref: Q7d Which of these types of stores would be the one where you normally buy most of your food and grocery items?

Hypermarkets

Supermarkets

Large Discount Stores

Bakeries

% Change

(+/-)

Vegetable Vendor

How often do they shop ? Ave. per month

10.0 9.7

6.4 5.9

14.7 -

6.2 6.1

7.7 -

Channel spend most in?

53

28

2

13

0

64 61

64 -

52 50

50 -

1

3

64

2

50

86 85

2014 2013 2014 2013 2014

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Online grocery shopping behaviour

Purpose of visiting a retailer website

Visited retailer website

Base : All HM/SM shoppers, 2013 (n=1498), 2014 (n=1502)

Base : All HM/SM shoppers, 2013 (n=63), 2014 (n= 93) Ref: Q131 Compared with 12 months ago, would you say you are buying your groceries online more often, about the same, less often?

Base : All HM/SM shoppers, 2014 (n=93) Base : All HM/SM shoppers, 2014 (n=805)

Reasons for buying groceries online

Buying groceries online more often compared to 12 months ago

ONLINE GROCERY HABITS & ATTITUDES

54%

51%

2014 2013

Yes (%)

45% 40% 2014 2013

Convenience 82%

Lower prices 30%

Exclusive offers 28%

Ref: Q128 Have you visited any supermarket/hypermarket online websites in the last month?

Ref: Q130 Why do you buy groceries online? Ref: Q129 For what reasons did you visit a supermarket/ hypermarket website?

86%

28%

12%

12%

11%

7%

4%

2%

To look for other information

Check out for special offers

Checking the status of a loyalty card

Buy groceries online

Look up recipes

Enter competition

Sign up for loyalty card

Other

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Base: All HM/SM shoppers, 2012(n=1471), 2013 (n=1459), 2014 (n=1474) Ref: Q13b Which of these stores have you visited in the past four weeks?

NUMBER OF STORES VISITED IN THE PAST 4 WEEKS

NUMBER OF STORES VISITED IN THE P4W

29%

29%

22%

10%

5%

2%

1%

1%

2.5

1 store

2 stores

3 stores

4 stores

5 stores

6 stores

7 stores

8 stores

More than 8 stores

Average

28%

26%

23%

12%

5%

3%

1%

1%

1%

2.6

2012 2013 2014

23%

28%

22%

14%

6%

3%

2%

2%

2.9

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Base: All HM/SM shoppers, 2014 (n=1502) Ref: Q96 In the last 6 months, have you shopped at a new or different supermarket/ hypermarket in your city/town either a new/ different store that is part of a chain that you already use, or a different chain?

Base: All HM/SM shoppers, 2014 who visited a new/different SM/HM (n=672) Ref: Q97 What influenced you to go to the new or different < store>?

NEW STORE VISITS AND TRIGGERS

45%

55%

Yes No

40%

25%

19%

19%

12%

6%

6%

6%

3%

4%

New store opened nearby

Word of mouth

Media - leaflets / brochure / direct mail

I was passing a store that caught myattention and I tried it

I was visiting friends/ family and went to astore that they usually shop at

Media - television

Media - Newspapers

Media - online

Media - magazines

None of the above

SHOPPED AT A NEW/DIFFERENT TYPE OF SM/HM IN THE P6M

TRIGGERS FOR SHOPPING AT THE NEW OR DIFFERENT SM/HM

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Base: HM/SM shoppers, 2014who visited a different store (n=672) Ref: Q98 What is the name of that new/different store that you visited? Q99 What impact has your visit to had on the supermarkets/hypermarkets that you use?

NEW STORES VISITED AND IMPACT

13%

11%

10%

10%

9%

8%

8%

8%

8%

7%

6%

6%

6%

4%

4%

Eurospin

Lidl

Carrefour

Conad

Esselunga

Auchan

IperCoop

SMA/Cityper SMA

MD Discount/ LD Market

Penny Market

Coop

Pam

Iper

Bennet

Carrefour Market

NEW/DIFFERENT STORES VISITED IMPACT OF VISTING NEW /DIFFERENT STORE

38%

33%

43%

43%

38%

47%

28%

45%

56%

49%

42%

50%

51%

56%

65%

52%

59%

46%

46%

44%

35%

63%

48%

39%

47%

47%

45%

41%

33%

35%

5%

3%

3%

9%

13%

7%

7%

5%

6%

2%

12%

5%

5%

7%

4%

4%

3%

1%

2%

9%

2%

Eurospin

Lid l

Carrefour

Conad

Esse lunga

Auchan

IperCoop

SMA/Cityper SMA

MD Discount/ LD Market

Penny Marke t

Coop

Pam

Iper

Bennet

Carrefour Market

No real change

One of my regular stores

It has become the store I visit most often

It has become my preferred store