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Britain's shoppers now too savvy to buy solely on promotion, says Nielsen

Published:  03 June, 2014

Britain's grocery shoppers are no longer tempted to buy just because something's on promotion, according to data from analysts Nielsen.

Looking across the off-trade at trends, Nielsen's Natasha Kendall said shoppers are demanding "genuine value" from retailers and manufacturers. They have also become conditioned to the tough economic times and this is reflected in their shopping habits.

They still expect low prices and competitive promotions and retailers are responding by delivering a strategy that communicates value and savings.

Nielsen identifies the discounters as enjoying huge growth, which they are capitalising on with aggressive store openings. They are also "winning in more affluent areas", Kendall said.

Retailers are also focusing heavily on convenience, as top-up shopping becomes more important. What's more, "unlocking digital potential" will be even more important moving forwards smartphone usage increases and people continue to be "plugged into the matrix 24/7".

Kendall will be presenting Neilsen's annual State of the Nation report this afternoon at London Wine Fair, at 4.15pm in the Industry Briefings theatre. The presentation offers a comprehensive review of the grocery trade for the year to December 2013.