The purchase of fast moving consumer goods (FMCG) items in European supermarkets is largely driven by factors other than price, according to a new study.

The study of European shoppers by Kantar Media's TGI Europa, which examined shopper habits in Britain, Germany, France and Spain, found that even though two groups of shoppers are predominantly driven by price - ‘Strategic Savers’ and ‘Promiscuous Purchasers’ - these account for only around one third of shoppers.

Other purchasing groups, the study found, include ‘Quality Crusaders’, who are predominantly driven by quality and willing to pay a premium for it, which account for 23 per cent of shoppers in Britain and 20 per cent in Spain; ‘Convenience Kings’, driven by anything that makes shopping more convenient (a trend that is popular in France); ‘Conscious Connoisseurs’, those that are passionate about food (big in Germany) and ‘Ethical Empathisers’, which account for roughy one-tenth of purchasers in Germany (12 per cent) and Spain (11 per cent).

Source: www.esmmagazine.com