Musgrave scoops the IGD Award for Shopper Insight

Musgrave has won the prestigious IGD Award for Shopper Insight.

Earlier this week, nearly 600 food and grocery colleagues gathered at the IGD Awards to raise a toast to the industry’s achievements over the last 12 months.

Musgrave received this industry accolade for truly understanding its shoppers and consumers and developed new research techniques to obtain actionable insights. Created original, innovative solutions like a new product, promotional campaign or store layout.

Simon Wainwright, Director of Retail insight at IGD, said: “There were a number of factors that led to the judges naming Musgrave as the IGD Shopper Insight Award winner, with the stand out being the use of shopper insights to inform a complete overhaul for their Centra brand at store level, which has led to some fantastic results and return on investment.

“They were the only entry who not only took a multi-method approach but also continually went back to shoppers to gather feedback throughout the process, showing that they really had the shopper in mind the whole time.”

Nick Downing, Commercial Director at IGD said: “Since 1991 the IGD Awards have celebrated the achievements of over 540 winners across the food and grocery industry. Every year the entries somehow manage to top the last with this year being no exception, raising the bar even higher. Yet again we received a very large number of entries from companies of all sizes, demonstrating the innovative, high-quality work taking place across our industry.

“Our industry continues to face some challenging times, yet never fails to impress with inventive ways to keep surprising and delighting shoppers with fresh ideas and great service. Congratulations to all our winners and finalists.”

About the IGD Awards

The majority of the IGD Awards winners were selected by a panel of industry experts, including representatives from IGD and companies from across the food and grocery supply chain.

The exception being three shopper-voted categories – the IGD Food-to-Go Operator of the Year, the IGD Online Retailer of the Year and the IGD Retailer of the Year – voted entirely independently by British shoppers through IGD’s ShopperVista service – the drumbeat of the British grocery shopper.

About IGD

IGD is a research and training charity which sits at the heart of the food and grocery industry. It has a trading subsidiary that provides commercial services. The profits from these commercial services fund the charity.

Winners of the IGD Awards and sponsors

For a full list of the winners of the IGD Awards 2018, please visit

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