Understanding and acting on shopper trends in 2019

Date : 09 January 2019

Happy New Year! We hope you have had a good break over the festive period.

I think it is fair to say that 2019 is shaping up to be an eventful year.

The impact of Brexit on shoppers

Source: IGD ShopperVista; Base: 1,000+ ALL shoppers, Dec’18

Brexit is set to dominate the headlines and will have a knock-on effect for the food and grocery industry. Our latest data reveals that many shoppers (64%) are worried about what Brexit might mean for the country. However, only a minority (31%) say they are modifying their spending behaviours in anticipation. 

This does not mean that shoppers won’t change their behaviour in search of better value. We will be tracking shoppers’ attitudes to Brexit and providing a deep dive report on the topic. 

Rest assured - we will keep our finger on the pulse of food and grocery shoppers on all the key issues. 

We will continue to talk to shoppers every day, gaining insight at macro, channel, mission, retailer and category level. 

What’s new for 2019


We are excited about some changes that we are introducing to ShopperVista for 2019.  Here is a quick summary:

Influencer shoppers and the 5 mega-trends

Source: IGD ShopperVista; Base: 1,000+ ALL shoppers, Dec’18

  • This year we will build on the 2018 Shoppers of the Future research with thought-provoking reports exploring each of the five mega-trends
  • NEW questions have been added to the survey that will allow us to track and better understand the influencer shoppers identified in the 2018 Shoppers of the Future research 
  • NEW quarterly deep dive reports focusing on 
    • Brexit
    • Shoppers through the life stages
    • Shoppers and health food trends
    • The role of technology for food and grocery shoppers
  • NEW multichannel and hot topic reports across large formats, discount, convenience, online and food-to-go
  • NEW hot topic reports on issues ranging from store choice drivers, disruptor brands, and occasions, to ethnicity and world foods

For further details, please see our upcoming content.

Latest shopper insight

You can now download our latest monthly update on changing shopper behaviour. Please follow the links below:

Shopper sentiment
Health, nutrition and ethics
Brands and private label

The value of ShopperVista

We trust that you will gain even more value from the changes we have made to ShopperVista in 2019.

ShopperVista provides the most up-to-date and relevant shopper insight (not just data), and actionable recommendations for your business.

 This will help you:

  • Put shoppers at the heart of your vision and planning process
  • Build channel strategies that consider differences in shopper missions, needs and behaviour across different channels
  • Support compelling plans with evidence of the thoughts and motivations of today’s shopper
  • Base your recommendations on current and predicted shopper behaviour, thinking about how your category benchmarks against the rest of the store
  • Gain inspiration from retailers both in the UK and internationally

You can rely on ShopperVista from IGD. We are a trusted source of insight and are specialists in shopper research within the food and grocery sector. 

To find out more about how you can benefit from our expertise, log on to shoppervista.igd.com or request a free, no obligation trial of the service here.

Michael Freedman

Michael Freedman

Senior Shopper Insight Manager

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Review latest developments around Brexit with some suggestions and practical responses for food and grocery businesses in the UK and Europe.

To find out more about the different types of shopper research we do at IGD, why not sign-up for a free trial of our service, ShopperVista.