Outdated Browser Detected
Our website has detected you are using an outdated browser that will prevent you from accessing certain features. An update is not required, but it is strongly recommended to improve your browsing experience.
Use the links below to upgrade to a modern browser.
The majority of UK shoppers still do a ‘big shop’ once a week, however the trend towards top-up shopping is on the increase. Michael Freedman, shopper insight manager at IGD, looks at the impact this trend has on the convenience channel and how you can benefit from it.
What customers are saying:
“We go shopping most days to get something. My son told my wife today that he needed some mincemeat for a cookery lesson.” Shopper, Manchester.
“We got back from holiday early this morning and went there (supermarket) to get a pint of milk at 1am.”Shopper, Coventry.
“We treat all these types of stores, including supermarkets, like the corner shop now.”Shopper, Manchester.
“I go there to get a top-up shop and then buy more.”Shopper, Coventry.
“The range of tinned products was very sparse there (c-store). I now prefer to go to (supermarket A) to top-up.” Shopper, Coventry.
“You don’t get as good a deal in the smaller convenience stores.” Shopper, Coventry.
“If you are getting ingredients for a roast, you would want to pick up the gravy and the meat together.” Shopper, Islington.
Any place, anywhere, any time.
Participants in focus groups have been telling me recently they are increasingly ‘top-up shopping’ throughout the week in addition to their main weekly shop. They appear to be exploiting all top-up opportunities to fit in with their busy lifestyles. Shoppers are now also using a range of different channels and retailers to meet their top-up shopping needs.
As a result, convenience is facing increased threat from other channels for the top-up shopping mission, which has historically been a convenience stronghold.
Our recent research on the discount channel revealed that food discounters are encouraging more shoppers to spend a higher proportion of their monthly food and grocery spend within the channel.
However, what has been particularly striking to me has been the willingness of shoppers to conduct their top-up shops in larger sized supermarkets and even hypermarkets, due to the perceived better range and cheaper prices compared to convenience stores.
Showcasing convenience credentials.
Despite these challenges, there are opportunities for convenience to grow alongside these other channels, to meet the needs of top-up shoppers. This requires a clear understanding of local shoppers’ requirements on pricing, promotions, range and missions.