Grocery shoppers say familiarity breeds content

Store familiarity is the most important factor when it comes to choosing which supermarket to use, according to grocery industry association IGD.

Some 43 per cent of consumers said familiarity was a priority, and only 17 per cent said price dictated their choice. IGD's Consumer Watch also showed that 81 per cent of consumers believed grocery shopping has improved in the past year.

IGD chief executive Joanne Denney-Finch said: 'In a competitive environment, price will remain high on the agenda, but we must not lose sight of the fact that shopping made easy is still number one.'