C2DE Consumer Market Assessment 2010
Key Note Publications Ltd, September 2010, Pages: 120
The proportion of C2DEs in the population has been falling for a variety of reasons, including the decline of manufacturing industry, which has provided many of the skilled and unskilled manual jobs that are the basis of the C2 and D classifications. This has been accompanied by an increased emphasis on the service sector and the `knowledge economy'. At the same time, the growth of higher education has meant that more young people from C2DE backgrounds are obtaining degrees and finding employment in white-collar occupations.
C2DEs represented 50.3% of all adults in Great Britain in the year ending March 2000, but only 44.2% by the year to September 2009. Of these, the D and E groups (representing unskilled manual workers and those on state benefits) underwent the largest decrease.
Discount food retailers such as Aldi and Lidl saw a surge in popularity in the UK at the start of the recession, but mainstream retailers quickly responded by stepping up price promotions and introducing their own cut-price ranges.
Changes in clothes buying habits since the late 1990s have included the `democratisation' of fashion; for example, the appeal of high-street discount fashion outlets has widened to include middle-class shoppers in addition to their traditional C2DE customer base. Another important development has been the strong inroads made into the clothing market and many other non-food areas by major supermarket chains.
In the authors consumer research, a significantly higher proportion of C2DEs than ABC1s buy clothes from supermarkets. They are also more likely to use high-street discount shops such as Primark for their clothes shopping, but in this case the gap between the two groups is slightly smaller.
The research commissioned for this report suggests that there may be a growing sophistication among C2DE consumers in terms of their holiday habits, with the proportion saying that they try to avoid highly commercialised areas on holiday increasing since 2005. However, confidence in making independent travel arrangements seems to be declining, with the percentage saying that they prefer to do this rather than using a travel agent lower in 2010 than in 2008. It could be that C2DEs have less confidence about booking holidays in more sophisticated `off-the-beaten-track' locations themselves, indicating that there may be opportunities for travel companies specialising in budget holidays in interesting, less widely visited resorts.
Executive Summary
1. Introduction
Report Coverage
Definition
Table.1: Descriptions Of Social Grade By Social Status And Occupation Of The Household's Chief Income Earner
Table.2: National Statistics Socio-economic Classification By Description, Categories And Typical Occupations
2. Strategic Overview
Socio-economic Background
Table.1: The Adult Population Of Great Britain By Abc1 And C2de Categories (% Of Adults),-
Table.2: The Adult Population Of Great Britain By Social Grade (% Of Adults),-
Table.3: Demographic Profile Of All Adults And C2de Adults (% Of Respondents),
The Economy
Gross Domestic Product
Table.4: Uk Gross Domestic Product At Current And Annual Chain-linked Prices (;m),-
Inflation
Table.5: Uk Rate Of Inflation (%),-
Unemployment
Table.6: Actual Number Of Unemployed Persons In The Uk (million),-
Household Disposable Income
Table.7: Uk Household Disposable Income Per Capita (;),-
Household Tenure
Table.8: Abc1 And C2de Respondents By Household Tenure (% Of Respondents),
Car Ownership
Table.9: Car Ownership By Social Grade (% Of Adults),/
Household Expenditure
Table.10: Household Expenditure By Socio-economic Classification Of Household Reference Person? By Average Weekly Household Expenditure (; And Number),
Table.11: Household Expenditure By Socio-economic Classification Of Household Reference Person? By Average Weekly Household Expenditure (%),
Computer Usage
Table.12: Home Computer Ownership By Social Grade (% Of Adults),/
3. Food
Background
Consumer Trends
Discount Food Retailers
Table.1: Users And Non-users Of Discount Food Retailers By Social Grade (% Of Respondents),
Table.2: Reasons For Using Discount Food Retailers By Social Grade (% Of Users Of Discount Food Retailers),
Table.3: Main Reasons For Not Using Discount Food Retailers By Social Grade (% Of Non-users Of Discount Food Retailers),
Marketing And Supplier Activity
Marks & Spencer
Sainsbury's
Tesco
Waitrose
Advertising Expenditure
Table.4: Main Media Advertising Expenditure By Aldi And Lidl (;000), Year Ending June
Table.5: Main Media Advertising Expenditure On Selected Supermarket Economy Own-label Ranges (;000), Year Ending June
4. Home
Background
Consumer Trends
C2des And Diy
Table.1: Diy Tasks Undertaken By C2des In The Past Months (% Of Respondents),
Table.2: Diy Products Purchased By C2des In The Past Months (% Of Those Who Have Purchased Diy Tools Or Materials),
Table.3: Stores Used By C2des To Purchase Diy Supplies In The Past Months (% Of Respondents),
Marketing And Supplier Activity
B&q
Dfs
Homebase
John Lewis
Sainsbury's
Tesco
Advertising Expenditure
Table.4: Main Media Advertising Expenditure By Selected Retailers Of Furniture And Furnishings (;000), Year Ending June
5. Clothes And Personal Care
Background
Consumer Trends
Clothes Shopping
Table.1: Attitudes Towards Clothes Shopping (% Of Abc1 And C2de Respondents),
Cosmetics And Fragrances
Table.2: Usage Of Make-up And Fragrance By C2des In The Past Months (% Of Women),/
Table.3: Usage Of Aftershave/male Fragrance In The Past Months By Social Grade (% Of Men),/
Table.4: Usage Of Selected Leading Fragrance Brands By C2des In The Past Months (% Of Respondents),
Marketing And Supplier Activity
Mango
Tesco
Advertising Expenditure
Table.5: Main Media Advertising Expenditure On Clothing By Selected Discount Retailers And Supermarkets (;000), Year Ending June
6. Leisure And Travel
Background
Consumer Trends
Sporting Activities
Table.1: Regular And Occasional Participation In Selected Sporting Activities By Social Grade (% Of Adults),/
Table.2: Leisure Centres, Gyms And Health Clubs Visited In The Past Months By Social Grade (% Of Adults),/
Pub Visiting
Table.3: Frequency Of Visiting Pubs For A Drink In The Evening By Social Grade (% Of Adults),/
Table.4: Attitudes Towards Drinking In Pubs By Social Grade (% Of Respondents),
Holiday Purchasing
Table.5: Traditional Holiday Planning By C2des (% Of Respondents),
Table.6: Websites Used For Internet Holiday Planning By C2des (% Of Respondents),
Table.7: Holiday Planning In The Recession By C2des (% Of Respondents),
Marketing And Supplier Activity
Bmibaby
Butlins
Easycruise
Jet2.com
Lidl
Premier Inn
Ryanair
Travelodge
Advertising Expenditure
Table.8: Main Media Advertising Expenditure By Premier Inn And Travelodge (;000), Year Ending June
7. An International Perspective
Europe
Aldi
Lidl
Netto
The Us
Wal-mart
Table.1: Number Of Wal-mart's International Units, May
Table.2: Number Of Wal-mart's Us Retail Units, May
Home Depot
Target
8. Pest Analysis
Political Factors
Economic Factors
Table.1: Highest Counts Of Personal Insolvency? By Mosaic Type,-
Social Factors
Technological Factors
Table.2: Personal Computer Usage By Social Grade (% Of Adults),/
9. Consumer Dynamics
Summary
Table.1: Attitudes Towards Finance And Spending (% Of C2de Respondents),, And
Financial Situation
Food
Home
Clothes
Holidays
Financial Situation
Table.2: Financial Situation Compared With Years Ago (% Of C2de Respondents),
Food
Table.3: Attitudes Towards Supermarket Luxury And Value Ranges (% Of C2de Respondents),
Home
Table.4: Habits And Attitudes Towards Home Decorating (% Of C2de Respondents),
Clothes
Table.5: Attitudes Towards Buying Clothes From Supermarkets (% Of C2de Respondents),
Table.6: Attitudes Towards Buying Clothes From Discount Shops (% Of C2de Respondents),
Table.7: Those Who Prefer To Buy Clothes From Independent Designer Shops (% Of C2de Respondents),
Table.8: Attitudes Towards Designer Labels (% Of C2de Respondents),
Holidays
Table.9: Attitudes Towards Holiday Destinations (% Of C2de Respondents),
Table.10: Attitude Towards Booking Holiday Travel And Accommodation (% Of C2de Respondents),
10. Company Profiles
Aldi Stores Ltd
Corporate Strategy
Profitability
Table.1: Financial Results For Aldi Stores Ltd (;000), Years Endingst December-
Recent And Future Developments
Advertising
Asda Group Ltd
Corporate Strategy
Profitability
Table.2: Financial Results For Asda Group Ltd (;000), Years Endingst December-
Recent And Future Developments
Advertising
Matalan
Corporate Strategy
Profitability
Recent And Future Developments
Advertising
New Look Group Plc
Corporate Strategy
Profitability
Table.3: Financial Results For New Look Retailers Ltd (;000), Year Endingth March, Weeks Ending Th March And Year Endingth March
Recent And Future Developments
Advertising
Primark Stores Ltd
Corporate Strategy
Profitability
Table.4: Financial Results For Primark Stores Ltd (;000), Years Endingth September,th September Andth September
Recent And Future Developments
Advertising
Tjx Companies Inc (tk Maxx)
Corporate Strategy
Profitability
Table.5: Financial Results For Tjx Uk (;000), Years Endingth January Andth January And Weeks Endingst January
Recent And Future Developments
Advertising
11. The Future
The Economy
Table.1: Forecast Uk Growth In Gross Domestic Product In Real Terms, Resident Population, Rate Of Inflation And Actual Number Of Unemployed Persons (%, And Million),-
Tough Times Ahead For C2des
Table.2: Concern Over Retirement Income (% Of Respondents),
The Corporate Response
12. Further Sources
Publications
General Sources
Government Publications
- Bmibaby
- Butlins
- Easycruise
- Jet2.com
- Lidl
- Premier Inn
- Ryanair
- Travelodge
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