Destination categories in variety discounters

Discover what categories shoppers are going to Poundland, Wilko, Home Bargains and B&M to buy and why.

Variety discount retailers compared

In this report we take an in-depth look into the shoppers of four variety discount retailers to understand who they are, how they shop and why they shop at Poundland, Wilko, B&M and Home Bargains.


Variety discounters are an increasingly important part of shoppers’ repertoire, competitors of grocers and an alternative route to market for brands. In this presentation we combine our retail and shopper knowledge to understand the key trends shaping the variety discount channel.
We explore the evolution of fresh and frozen categories in Home Bargains, B&M and Poundland
Read more for the key developments and the latest shopper trends by channel.
Is your category a destination category within variety discounters?

Nicola shares the reasons shoppers choose to shop in certain discount stores

Solutions from IGD

Creating personalised solutions that address critical customer and commercial challenges