Our recently released research indicates that more than three quarters of Dubliners intend to carry out the bulk of their grocery shopping in store over the next six months. We commissioned IpsosMRBI to survey 300 16-54-year-old Dubliners as part of our Now Near Next thought leadership series. The research fieldwork took place in the latter part of July.
At a topline level, 76% of all respondents said they intend to shop primarily in-store in the short to medium term, with 11% indicating a preference for delivery and just 5% opting for click and collect. 8% of the representative sample think they will adopt a mix of online and physical shopping in the coming period.
The study highlights a gender difference though, with males more inclined towards online options with 24% intending to use delivery or click and collect, compared to 9% of females. Younger age groups are also more likely to be ordering online with 26% of 16-24s indicating that preference compared to 9% among the oldest group in the sample, 45-54s.
With regard to where respondents live, those in South County Dublin have the biggest preference for online at 22% while North County Dublin residents have the highest preference for in-store, at 78%. Customers of Dunnes Stores and SuperValu have the highest levels of intent for in-store shopping between now and the start of 2021.
Colum Harmon, marketing director, PML Group: “Despite record levels of online grocery shopping in recent months, it appears that Dubliners of all age groups and genders are keen to do the bulk of their grocery shopping in-store. A desire for such a slice of normality is to be expected following such an abnormal period. Perhaps it’s an indication of older habits re-emerging as we get used to living with COVID-19 and all it entails.”