Most Dubliners to shop in-store, PML reports

Research by PML Group shows that more than three quarters of Dubliners intend to carry out the bulk of their grocery shopping in-store over the next six months. At a topline level, 76 per cent of respondents said they intend to shop primarily in-store in the short to medium term, with 11 per cent going for  deliveries and just five per cent opting for click and collect.

Eight per cent of those interviewed plan to adopt a mix of online and physical shopping in the coming period. The study highlights a gender difference though, with males more inclined towards online options, with one in four intending to use delivery or click and collect, compared to just short of one in 10 female consumers.

Younger age groups are also more likely to order online with 26 per cent of 16-24s indicating that preference compared to nine per cent among 45-54s. As regards where people live, those in south county Dublin have the biggest preference for online at 22 per cent, while north county Dublin has the highest preference for in-store, at 78 per cent.

Dunnes Stores and SuperValu (pictured) customers have the highest interest in in-store shopping.

Colum Harmon, marketing director, PML Group, said despite record levels of online grocery shopping in recent months, it appears that Dubliners of all age groups and genders are keen to do most of their grocery shopping in-store. “A desire for such a slice of normality is to be expected following such an abnormal period,” Harmon said.

“It’s an indication of older, established habits re-emerging as we get used to living with Covid-19 and all it entails,” he added. The survey of 300 consumers aged between 16 and 54 was conducted on behalf of PML Group by Ipsos MRBI as part of its ‘Now Near Next’ OOH trends monitoring series. The fieldwork took place at the end of last month.



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