What’s influencing Iceland shoppers?

Date : 01 June 2018

We explore three key priorities for Iceland shoppers and show how one of its newest Food Warehouse stores is meeting these needs. 

1. Saving money is the main driver of footfall

30% of Iceland shoppers said they chose the retailer mainly because it helped them save money. Consider how you can partner with Iceland to help shoppers save, for example with money-off coupons, branded competitions or value packs. 

They’re also ready and willing to shop around, as price is so important to them. Iceland will need to maintain this price advantage to keep them coming back.

However, Iceland shoppers are prepared to pay more at times, for example when products are easier to cook or prepare. There’s an opportunity to encourage trade-up for ranges that meet these criteria. 

Showing value in Iceland Food Warehouse, Wolverhampton

2. Choice and innovation is important in products and pack sizes

Most Iceland shoppers (93%) also shop in variety discounters. So as the discounters increase their range of grocery products, there’s a greater risk of Iceland shoppers visiting more. Private label, exclusive ranges and limited-edition products can all help Iceland differentiate and give shoppers a reason to visit its stores. 

There’ll be greater ranging opportunities for suppliers who can help Iceland do this. And it doesn’t just have to be in food. Iceland’s trialling new non-food categories (homewares and party range) in its Wolverhampton Food Warehouse.

Iceland shoppers also want variety in other areas. They’re more likely to claim that a good choice of pack sizes helped them choose the retailer for their last shop. If you can provide multiple sizes to meet different shopper needs, this will create growth opportunities for your brand. 

Exclusive ranges in Iceland Food Warehouse, Wolverhampton


3. They’re looking for evening meals that are quick and easy to prepare

31% told us they were looking for an evening meal on their last visit, compared to 17% for all grocery shoppers. Iceland’s broad range of frozen ready meals gives customers quick, easy and affordable options. This proposition makes it a popular choice for shoppers looking to buy products for this meal occasion.

Range innovation will be a priority for Iceland as it looks to surprise and delight its shoppers. You’ll need to make sure your innovation pipeline is aligned to growing food trends and changing shopper preferences.

Meal solutions in Iceland Food Warehouse, Wolverhampton


We can give you the full picture when it comes to Iceland. Ask us how ShopperVista and Retail Analysis can help you better understand Iceland and its shoppers.

Nicola Ball

Nicola Ball

Shopper Insight Manager

Laura Jacobson

Laura Jacobson

Strategic Senior Retail Analyst

Learn what’s influencing Iceland shoppers and what this means for their future behaviour. Take a free trial of our ShopperVista service.