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The C2DE Consumer Market Assessment 2006
Key Note Publications Ltd, April 2006
There has been a steady shift in the socio-economic base of the UK population over the past 5 years to 2005, with an increase in the number of adults in the AB and C1 groups, and a corresponding decrease in numbers of C2s, Ds and Es. C2DEs were marginally in the majority in the late 1990s, but the balance has shifted during the first half of this decade, with ABC1s now making up 54% of the population, and just 46% coming into the C2DE group.
The clothing sector has been undergoing a period of upheaval, with the middle market suffering as consumers became more adventurous in their attitudes to fashion shopping, discarding their loyalty to established brands in favour of a more daring approach to fashion shopping — something which has benefited the discount sector. The credibility of the sector received a further boost during 2004 and 2005, as fashion writers began extolling the virtues of the cheap copies of catwalk fashions that were available at retailers such as Primark.
However, major supermarket chains have also begun increasing their presence in the clothing market, and this activity, together with the continuing downturn in consumer spending, has meant that the sector has become increasingly competitive.
In the food sector, there has also been a growing trend (which has parallels in the clothing market) for consumers to `mix and match' their food purchases, being happy to choose some basic items from value ranges, while buying other products from the more expensive luxury ranges. This is confirmed original research, carried out in November 2005, which shows that 62% of C2DE respondents are happy to buy the former, and 64% the latter.
Retailers have been quick to capitalise on the growth in home ownership among C2DEs, and the increased interest in home décor among consumers generally. Most of the major grocery retailers now offer budget-priced homeware ranges, and a number of DIY chains have also begun offering a wide range of furniture, furnishings and homewares along with the more traditional DIY products.
However, the inevitable cooling of the property market, and the accompanying decrease in consumer confidence, is now beginning to have an effect on consumer spending. Like the discount clothing sector, the market for DIY products and home furnishings has undergone a recent period of upheaval. A number of large furniture retailers went into receivership during 2004 and 2005, while others are struggling.
The travel industry has changed considerably during the past decade, with wider Internet access meaning an increase in independent booking of holidays, while the rise of budget airlines has led to an increase in short-haul flights to European destinations. Nevertheless, both of these developments tend to be less relevant to C2DE consumers than to ABC1s. These social grades are less likely to have Internet access (and more likely to use a travel agent to book their holidays), and they are also less likely to travel on holiday by air.
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