• 1-800-526-8630U.S. (TOLL FREE)
  • 1-917-300-0470EAST COAST U.S.
  • +353-1-416-8900REST OF WORLD
How Britain Shops: Food & Grocery 2010 Product Image

How Britain Shops: Food & Grocery 2010

  • ID: 1213625
  • April 2010
  • Region: Britain, United Kingdom, Great Britain
  • 177 Pages
  • Verdict Research Limited

How Britain Shops Food & Grocery provides a detailed overview of the shopping habits of consumers. It examines, who shops for food & grocery, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.

Scope:

- Thorough analysis of how customers shop for food & grocery. Profiled retailers: Aldi, Asda, Co-op, Iceland, Morrison, Sainsbury, Tesco, Waitrose

- How Britain Shops reports include visitor and main user share data, conversion rates, customer loyalty rates and reasons for loyalty/disloyalty

- Data is segmented regionally and by demographic and socio-economic group. Historic data is provided so trends can be analysed over a five year period.

Highlights:

The number of consumers shopping for food & grocery has fallen due to the fall in empty nesters as those returning from university live at home to save money. With consumer apathy for the discounters waning and the Big Four working hard on building loyalty and their value credentials, they have won back main user share.

Competition has intensified and consumers continue to shop around. This has led to higher READ MORE >

Note: Product cover images may vary from those shown

OVERVIEW
- Introduction
- Morrison threatens Sainsbury’s third place
- Summary
-- Fall in empty nesters leads to decline in proportion of shoppers regularly buying food & grocery;
-- Big Four win back main user share – except Tesco;
-- Price still biggest loyalty driver, but quality increases in importance;
-- Loyalty hits new height.

EXECUTIVE SUMMARY
- Key findings
-- Fall in empty nesters leads to decline in proportion of shoppers regularly buying food & grocery
-- Big Four win back main user share – except Tesco
-- Price still biggest loyalty driver, but quality increases in importance
-- Loyalty hits new height
- Retailer Highlights
-- Tesco loses shoppers
-- Asda boosts main user share due to clear and focused price-led proposition
-- Sainsbury’s focus on price and quality fails to boost user share significantly
-- Morrison is this year’s big winner, in striking distance of Sainsbury
-- The Co-operative suffers as competitive pressures mount
-- Fewer main users for Waitrose as loyalty nosedives despite enhancing price credentials
-- Iceland keeps most of the customers it attracted in recession
-- Aldi retains some customers it gained in recession

SECTOR SUMMARY
- Share of shoppers
-- Share falls as number of empty nesters diminishes
- Penetration of food & grocery shoppers
-- Female shoppers dominate
- Retailer usage
-- Asda, Sainsbury and Morrison gain main users while Waitrose gains visitors
-- Main user share by region
- Conversion rates
-- Recover as consumers shop around less
- Shopping around
- Loyalty
-- Loyalty rate at record level
- Drivers of loyalty/ disloyalty

ALDI
- Bias to elderly and less affluent keeps loyalty rates at all time high
-- Loses out as consumer affinity with discounters wanes
-- Customer base remains biased towards less affluent and elderly
-- Unappealing for full, weekly food shopping
-- Loyalty rates at all time high
- Visitors
-- Aldi loses out as consumer affinity with discounters wanes
- Main users
-- Remains bias towards less affluent and elderly consumers
- Conversion rate
-- Falls as consumers return to Big Four grocers
- Loyalty
-- Aldi’s customers are exceptionally faithful, with loyalty hitting all time high
- Competitors
-- Slight fall in number of other stores used

ASDA
- Main users and visitors move to new highs
-- Relaunch of pocket tap campaign reels in all bar ABs
-- 35–44 visitors down …
-- … but main users up
-- Older consumer main users down, but convenience stores could fix that
-- Asda continues to score highly for loyalty
- Visitors
-- Reach record high due to price-focused, value proposition
- Main users
-- Reach record high thanks to focus on price and enhanced quality credentials
- Conversion rate
-- Up among the young and less affluent
- Loyalty
-- Significantly higher than closest rivals
- Competitors
-- Despite seeing a big drop, proportion of Asda’s customers shopping around still high

THE CO-OPERATIVE
- Suffers from competitive pressures on convenience stores
-- Visitors and main users in decline despite acquisition of Somerfield
-- Conversion rate improvement only slight
-- Shop keeping still an issue
-- Loyalty rate drops to new low
- Visitors
-- Fall due to increased competitive pressures in convenience market
- Main users
-- Fall despite acquisition of Somerfield, but share of younger shoppers increases
- Conversion rate
-- Up slightly thanks to improved product offer and refurbished stores
- Loyalty
-- Drops to a new low as consumers hunt around for range, price and quality
- Competitors
-- Shopping around still high as choice in convenience market increases

ICELAND
- Gains younger and more affluent shoppers as loyalty rockets
-- Competitive pressures mount with Iceland shoppers using more rival stores
-- Low prices and value message boost share of young and affluent shoppers
-- Physical expansion ongoing
-- Loyalty at new high
-- Score for price overtakes Aldi
- Visitors
-- Fall slightly following impressive resurgence in 2009
- Main users
-- Remains high despite falling slightly due to increased competition
- Conversion rate
-- Continues to fall as proposition becomes more focused
- Loyalty
-- Rises to new high thanks to simplified proposition and price-focused niche ranges
- Competitors
-- Competition intensifies with shopping around increasing for third consecutive year

MORRISON
- Increases loyalty and customer base through focusing on value and quality credentials
-- Loyalty hits new high with frugal consumers appreciating Food Specialist for Everyone strategy
-- Attracts ABC1s and C2DEs alike thanks to value and quality offer and National to Nationwide strategy
-- More consumers will discover Morrison as they shop around
- Visitors
-- Hit new high as value and quality credential attract more shoppers
- Main users
-- Reach new high as more affluent consumers switch to Morrison
- Conversion rate
-- Rises as Morrison converts elderly and affluent visitors into main users
- Loyalty
-- Up across all age groups and classes
- Competitors
-- Attract fewer Morrison customers

SAINSBURY
- Improved value credentials fail to raise shopper numbers significantly
-- Morrison narrows gap in recession but Sainsbury begins to repair main user share
-- No change in visitor share
-- Gains main users from both ends of the socio-economic spectrum
-- Innovative campaigns
- Visitors
-- Share unchanged on 2009
- Main users
-- Rise due to elderly and more affluent shoppers
- Conversion rate
-- Focus on value succeeds in converting more DEs
- Loyalty
-- Hits new high thanks to clearer proposition and enhanced value credentials
- Competitors
-- More numerous as consumers shop around more

TESCO
- Loyalty rise is poor compensation for Tesco’s loss of main users
-- C1C2Des seek cheaper alternatives
-- Loses every class of customer except ABs
-- Rivals trade strongly and consumers shop around more
-- Discounter brand breeds confusion
-- Loyalty
- Visitors
-- Share falls after six consecutive years of growth
- Main users
-- Drop as Tesco loses share of all but affluent AB shoppers
- Conversion rate
-- Rises for all but young shoppers as convenience format expands and value message is reinforced
- Loyalty
-- Boosted by Clubcard and double reward points
- Competitors
-- Shopping around remains high as competitive pressures mount

WAITROSE
- Loses main user share despite improved price perception
-- Space expansion boosts visitor share to new high
-- Broadens range but still perceived as expensive...
-- … and main user share falls as ABs trade down
-- Loses top loyalty spot to Aldi ...
-- … but wins the loyalty of 25-44s
- Visitors
-- Boosted by improved price position and value range
- Main users
-- Fall as competition intensifies and Waitrose loses share of affluent shoppers to rival Sainsbury
- Conversion rate
-- Falls despite best efforts to enhance value credentials
- Loyalty
-- Remains high, but Waitrose loses out as fickle consumers continue to shop around
- Competitors
-- Greater focus on price and value credentials reduces amount of shopping around

APPENDIX
- Overview
-- What is cDNA?
-- What’s available?
-- More information?
- Basic methodology
- Detailed methodology
- Disclaimer

TABLES:

Table: Profile of food & grocery shoppers – by region 2010
Table: % of active food & grocery shoppers regularly visiting each retailer 2006–2010
Table: Breakdown of retailer shares of main users 2006–2010
Table: Share of food & grocery shoppers naming a retailer as their main store by TV region 2010
Table: Average rate of conversion from visitor to main user – by region 2010
Table: Average number of other stores used – by TV region 2010
Table: % of food & grocery shoppers that are loyal to their main store – by TV region 2010
Table: Detailed drivers of loyalty % 2010
Table: Food & grocery loyalty score by retailer – Top Four factors 2006–2010
Table: Food & grocery loyalty score by retailer – four more factors 2006–2010
Table: Food & grocery disloyalty score by retailer – Top Four factors 2006–2010
Table: Food & grocery disloyalty score by retailer – four more factors 2006–2010
Table: What disloyal users preferred about other food & grocery stores – Top Four factors 2006–2010
Table: What disloyal users preferred about other food & grocery stores – four more factors 2006–2010
Table: Visitor share by region 2010
Table: Main user share by region 2010
Table: Conversion rates by region 2010
Table: Loyalty by region 2010
Table: Drivers of loyalty 2010
Table: Drivers of disloyalty 2010
Table: Potential changes 2010
Table: Other food & grocery stores used 2006–2010
Table: Retailers most used in other sectors 2010
Table: Visitor share by region 2010
Table: Main user share by region 2010
Table: Conversion rates by region 2010
Table: Loyalty by region 2010
Table: Drivers of loyalty 2010
Table: Drivers of disloyalty 2010
Table: Potential changes 2010
Table: Other food & grocery stores used 2006–2010
Table: Retailers most used in other sectors 2010
Table: Visitor share by region 2010
Table: Main user share by region 2010
Table: Conversion rates by region 2010
Table: Loyalty by region 2010
Table: Drivers of loyalty 2010
Table: Drivers of disloyalty 2010
Table: Potential changes 2010
Table: Other food & grocery stores used 2006–2010
Table: Retailers most used in other sectors 2010
Table: Visitor share by region 2010
Table: Main user share by region 2010
Table: Conversion rates by region 2010
Table: Loyalty by region 2010
Table: Drivers of loyalty 2010
Table: Drivers of disloyalty 2010
Table: Potential changes 2010
Table: Other food & grocery stores used 2006–2010
Table: Retailers most used in other sectors 2010
Table: Visitor share by region 2010
Table: Main user share by region 2010
Table: Conversion rates by region 2010
Table: Loyalty by region 2010
Table: Drivers of loyalty 2010
Table: Drivers of disloyalty 2010
Table: Potential changes 2010
Table: Other food & grocery stores used 2006–2010
Table: Retailers most used in other sectors 2010
Table: Visitor share by region 2010
Table: Main user share by region 2010
Table: Conversion rates by region 2010
Table: Loyalty by region 2010
Table: Drivers of loyalty 2010
Table: Drivers of disloyalty 2010
Table: Potential changes 2010
Table: Other food & grocery stores used 2006–2010
Table: Retailers most used in other sectors 2010
Table: Visitor share by region 2010
Table: Main user share by region 2010
Table: Conversion rates by region 2010
Table: Loyalty by region 2010
Table: Drivers of loyalty 2010
Table: Drivers of disloyalty 2010
Table: Potential changes 2010
Table: Other food & grocery stores used 2006–2010
Table: Retailers most used in other sectors 2010
Table: Visitor share by region 2010
Table: Main user share by region 2010
Table: Conversion rates by region 2010
Table: Loyalty by region 2010
Table: Drivers of loyalty 2010
Table: Drivers of disloyalty 2010
Table: Potential changes 2010
Table: Other food & grocery stores used 2006–2010
Table: Retailers most used in other sectors 2010

FIGURES:

Figure: Food & grocery share of shoppers 2006?2010
Figure: Profile of food & grocery shoppers – by gender 2006–2010
Figure: Profile of food & grocery shoppers – by age bracket 2006–2010
Figure: Profile of food & grocery shoppers – by socio-economic class 2006–2010
Figure: % of consumers who shop for food & grocery – by demographics 2010
Figure: % of consumers who shop for food & grocery – by TV region 2010
Figure: Concentration of main user share of Top five retailers in 2008
Figure: Concentration of main user share of Top five retailers in 2009
Figure: Concentration of main user share of Top five retailers in 2010
Figure: Average rate of conversion from visitor to main user % 2006–2010
Figure: Rate of conversion from visitors to main users – by retailer % 2010
Figure: Average number of other stores used by retailer 2006?2010.
Figure: Average number of other stores used – by retailer 2010
Figure: % of food & grocery shoppers that are loyal to their main store 2006–2010
Figure: F ood & grocery shoppers that are loyal to their main store – by demographic group 2010
Figure: F ood & grocery shoppers that are loyal to their main store – by retailer % 2010
Figure: C hange in loyalty rates since last year by retailer – percentage points 2010
Figure: Food & grocery loyal main users identifying drivers of loyalty % 2006–2010
Figure: Visitor share 2006–2010
Figure: Visitor share by demographic group 2010
Figure: Main user share 2006– 2010
Figure: Main user share by demographic group 2010
Figure: Conversion rates 2006–2010
Figure: Conversion rates by demographic group 2010
Figure: Loyalty 2006–2010
Figure: Loyalty by demographics 2010
Figure: Preference stores 2010
Figure: Shopping around 2006–2010
Figure: Visitor share 2006–2010
Figure: Visitor share by demographic group 2010
Figure: Main user share 2006–2010
Figure: Main user share by demographic group 2010
Figure: Conversion rates 2006–2010
Figure: Conversion rates by demographic group 2010
Figure: Loyalty 2006–2010
Figure: Loyalty by demographics 2010
Figure: Preference stores 2010
Figure: Shopping around 2006–2010
Figure: Visitor share 2006–2010
Figure: Visitor share by demographic group 2010
Figure: Main user share 2006–2010
Figure: Main user share by demographic group 2010
Figure: Conversion rates 2006–2010
Figure: Conversion rates by demographic group 2010
Figure: Loyalty 2006–2010
Figure: Loyalty by demographics 2010
Figure: Preference stores 2010
Figure: Shopping around 2006–2010
Figure: Visitor share 2006–2010
Figure: Visitor share by demographic group 2010
Figure: Main user share 2006–2010
Figure: Main user share by demographic group 2010
Figure: Conversion rates 2006–2010
Figure: Conversion rates by demographic group 2010
Figure: Loyalty 2006–2010
Figure: Loyalty by demographics 2010
Figure: Preference stores 2010
Figure: Shopping around 2006–2010
Figure: Visitor share 2006–2010
Figure: Visitor share by demographic group 2010
Figure: Main user share 2006–2010
Figure: Main user share by demographic group 2010
Figure: Conversion rates 2006–2010
Figure: Conversion rates by demographic group 2010
Figure: Loyalty 2006–2010
Figure: Loyalty by demographics 2010
Figure: Preference stores 2010
Figure: Shopping around 2006–2010
Figure: Visitor share 2006–2010
Figure: Visitor share by demographic group 2010
Figure: Main user share 2006–2010
Figure: Main user share by demographic group 2010
Figure: Conversion rates 2006–2010
Figure: Conversion rates by demographic group 2010
Figure: Loyalty 2006–2010
Figure: Loyalty by demographics 2010
Figure: Preference stores 2010
Figure: Shopping around 2006–2010
Figure: Visitor share 2006–2010
Figure: Visitor share by demographic group 2010
Figure: Main user share 2006–2010
Figure: Main user share by demographic group 2010
Figure: Conversion rates 2006–2010
Figure: Conversion rates by demographic group 2010
Figure: Loyalty 2006–2010
Figure: Loyalty by demographics 2010
Figure: Preference stores 2010
Figure: Shopping around 2006–2010
Figure: Visitor share 2006–2010
Figure: Visitor share by demographic group 2010
Figure: Main user share 2006–2010
Figure: Main user share by demographic group 2010
Figure: Conversion rates 2006–2010
Figure: Conversion rates by demographic group 2010
Figure: Loyalty 2006–2010
Figure: Loyalty by demographics 2010
Figure: Preference stores 2010
Figure: Shopping around 2006–2010
Figure: Sample size by sector

Note: Product cover images may vary from those shown
Note: Product cover images may vary from those shown

RELATED PRODUCTS

Our Clients

Our clients' logos