Swedish retailer Motatos launches in the UK – What do Britons value most when shopping?

Sustainable supermarket – Motatos - has officially entered the UK market, after establishing a presence in Sweden, Finland, Germany and Denmark. The online-only discount retailer, with a focus on a no-waste policy, offers items that are no longer available on in-store shelves owing to reasons like package changes and short best-before dates. It promises to be up to 60% cheaper than other supermarkets and launches at a time when Britons are facing a cost of living crisis.

So will a retailer like Motatos find favour with Britons and resonate with their shopping habits?

According to data from YouGov’s Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics – store location tops the list of factors consumers in the Britain consider when choosing a supermarket for grocery shopping (57%), something which is unlikely to be a factor for the online-only vendor. But product quality (52%), range of products (48%) and cheapest prices overall (44%) follow.

For British consumers, special offers, low prices and budget-friendly options seem to be the most common factors when it comes to choosing supermarkets to shop from. About 82% of respondents claim to be on the lookout for special offers, followed by 66% who are on the lookout for the lowest prices when they go grocery shopping. The data suggests that, with inflation rising, Motatos have chosen a good moment to enter the British market.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for UK is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.