Destination categories in variety discounters

Discover what categories shoppers are going to Poundland, Wilko, Home Bargains and B&M to buy and why.

Variety discount retailers compared

In this report we take an in-depth look into the shoppers of four variety discount retailers to understand who they are, how they shop and why they shop at Poundland, Wilko, B&M and Home Bargains.


We explore the evolution of fresh and frozen categories in Home Bargains, B&M and Poundland
Read more for the key developments and the latest shopper trends by channel.
We kick off 2021 with our first monthly ShopperVista update- a one-stop report for the latest shopper insights.
Is your category a destination category within variety discounters?

Nicola shares the reasons shoppers choose to shop in certain discount stores

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