The role of store formats across Europe is changing. Hypermarkets are reinventing themselves, new convenience solutions emerge daily and the online market is developing at a fast rate. Discounters are building their non-price credentials.

IGD research has shown that while supermarkets continue to dominate the main shop market in the UK, many shoppers are growing accustomed to using a mix of channels to meet their food and grocery shopping requirements.

This report will explore how channel developments are changing perceptions and shaping future shopping behaviours across five key western European markets (France, Germany, Great Britain, Spain and the Netherlands).

Shoppers’ Evolving Channel Mix will help you to:

1. Understand how shoppers are now using a range of different channels and store formats to meet their needs
2. Sharpen your channel strategy with an in-depth knowledge of how shoppers create their channel mix
3. Identify which channels shoppers intend to use more in the future
4. See how shoppers would like channels to evolve in future
5. Gain a European perspective through insightful analysis of shoppers from Europe’s key grocery markets