With the all-important Christmas shopping season for retailers about to kick off, some 33% of main shoppers (those people who do the bulk of the grocery shopping in their household) in the Republic of Ireland are ‘Strategic Savers’, according to latest data from Kantar Media’s TGI study. This makes them the single biggest shopper group of the seven in the Kantar Media’s TGI FMCG shopper segmentation, making them of particular interest to retailers and marketers alike. Strategic Savers are defined by their shopping habits and their tendency to go for value as well as their restricted budgets.
In Northern Ireland, 28% of main shoppers are Strategic Savers, making them the biggest single shopper group there as well. In Great Britain, however, just 14% of main shoppers are Strategic Savers, making them only the third largest FMCG shopper group.
The reasons Strategic Savers are so price-focused becomes clear with a little digging into the TGI data. In the Republic of Ireland, Strategic Savers are 32% less likely than the average main shopper to have a family income of €75,000 or more and 21% more likely to have children in the household. So there are plenty of mouths to feed and not necessarily a big budget with which to feed them. Indeed, Strategic Savers are 29% more likely to be in the Secondary School Parents TGI Lifestage group (live with son or daughter and youngest child aged 10-15) and 21% more likely to be Primary School Parents (live with son or daughter and youngest child aged 5-9).
As well as being bargain hunters they are also 35% more likely than the average main shopper to claim it is very likely they can convince others with their views on mobile phones and apps and 31% more likely to talk to many different people about children’s products.
Retailers looking to get this group through their doors by fine tuning campaigns around what kinds of savings most appeal to them should note that they are 35% more likely than the average main shopper to cite low price as particularly important when choosing where they shop, followed by special offers (35% more likely) and value for money (29%).
Whilst this group are not especially more likely to amongst the heaviest fifth of consumers of any single medium, they are 25% more likely than the average main shopper to pay most attention to ads on the internet and they are also 20% more likely to feel they need to check social networking sites every day.
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