The Iceland shopper journey

Maximise your opportunities to trade with Iceland by better understanding its shoppers

In this report, we take a deep dive into the Iceland shoppers, looking at:
- Demographics differences between Iceland shoppers and the average grocery shopper, covering age, gender, affluence and region
- The confidence of Iceland shoppers in the future
- Iceland shopper attitudes towards British products, packaging and the environmental impact of products
- Iceland shopper trust in the industry, both manufacturers and retailers
- Where else Iceland shoppers shop