Food discounters
The discount food sector is growing market share and remains an interesting route-to-market for branded suppliers. 
The discounters are investing in their stores, developing new ranges, improving their fresh offer and remain attractive to shoppers of all profiles (don’t believe the hype that only down - market shoppers shop at the discounters).
What we do
We will speak to thousands of discounter shoppers in March – face-to-face, at the moment of truth, while they’re entering or exiting stores as part of him!'s syndicated Discounter Tracking Programme.
Focus areas typically covered:
- Who shops at the discounters – is the customer base changing over time?
- Are discounters attracting more upmarket shoppers? If so, which chains?
- Is their usage (frequency, missions, share of total grocery buying) changing in light of the recession?
- Shopper promiscuity where else do they shop? and why?
- Are shoppers looking for FMCG national known brands in stores? How has this changed since 2010?
- Are shoppers able to find products they want in store?
- Are there some products shoppers don’t or won’t buy from discounters? And if so, why – can this be reversed?
- Perceived product quality, and prices, compared to supermarkets.
- The role promotions play in the attracting customers to stores… and the extent they manage to generate incremental sales.
- Is there enough choice and range in store, range awareness, range credibility? E.g. fresh and frozen.
- Communication to shoppers – what’s effective?
- Impulse purchases – the triggers – and failed purchases – the extent to which these happen, and the causes?
- Intended versus actual spend, and category sales penetrations.
- Questions specific to syndicates core categories.
- And much more…ask for a full question list
Why join the Discounter Tracking Programme?
This invaluable insight will help shape your category plans, commercial decisions and future strategies and, because this is a syndicated study, insight is available at a fraction of the price compared to funding your own research.
For more information on him!’s Discounter Tracking Programme please contact Katy.Moses@him.uk.com 07912 717 567 or visit www.him.uk.com