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How Britain Shops 2006: Personal Care


Description: Introduction
“How Britain Shops: Personal Care” provides a detailed overview of the shopping habits of consumers. It examines, who shops for personal care, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.

Scope of this report
A thorough analysis of the way customer shop in the personal care sector, complete with profiles of the following retailers:
Asda, Avon, Boots, Morrison, Sainsbury, Savers, Superdrug, Tesco, Wilkinson

Research and analysis highlights
Each How Britain Shops report provides visitor and main user share data, conversion rates, customer loyalty rates, reasons for loyalty and key competitors for all major retailers in the sector. Data is segmented regionally and by demographic and socio-economic group. Historic data is provided so trends can be analysed over a four year period.

Key reasons to read this report
- How Britain Shops is one of the most comprehensive studies of its kind drawing on a nationwide survey of 6,000 shoppers.
- Our thorough understanding of retail issues enables us to interpret data from an informed viewpoint and explore implications for retailers
.


Contents:
CHAPTER 1 INTRODUCTION .

What is cDNA? 3
What’s available? 3


CHAPTER 2 .

Personal care key findings 23
Profile of personal care shoppers 27
Penetration of personal care shoppers 31
Personal care retailer usage 33
Personal care main user share by region 37
Personal care conversion rates 38
Personal care shopping around 40
Personal care loyalty 42
Personal care drivers of loyalty/disloyalty 46


CHAPTER 3 ASDA .

Asda key findings 51
Asda visitors 54
Asda main users 55
Asda conversion rates 57
Asda loyalty 58
Asda competitors 62


CHAPTER 4 AVON .

Avon key findings 64
Avon visitors 66
Avon main users 67
Avon conversion rates 69
Avon loyalty 70
Avon competitors 74


CHAPTER 5 BOOTS .

Boots key findings 76
Boots visitors 79
Boots main users 80
Boots conversion rates 82
Boots loyalty 83
Boots competitors 87


CHAPTER 6 MORRISON .

Morrison key findings 89
Morrison visitors 92
Morrison main users 93
Morrison conversion rates 95
Morrison loyalty 96
Morrison competitors 100


CHAPTER 7 SAINSBURY .

Sainsbury key findings 102
Sainsbury visitors 105
Sainsbury main users 106
Sainsbury conversion rates 108
Sainsbury loyalty 109
Sainsbury competitors 113


CHAPTER 8 SAVERS .

Savers key findings 115
Savers visitors 117
Savers main users 118
Savers conversion rates 120
Savers loyalty 121
Savers competitors 125


CHAPTER 9 SUPERDRUG .

Superdrug key findings 127
Superdrug visitors 130
Superdrug main users 131
Superdrug conversion rates 133
Superdrug loyalty 134
Superdrug competitors 138


CHAPTER 10 TESCO .

Tesco key findings 140
Tesco visitors 143
Tesco main users 144
Tesco conversion rates 146
Tesco loyalty 147
Tesco competitors 151


CHAPTER 11 WILKINSON .

Wilkinson key findings 153
Wilkinson visitors 155
Wilkinson main users 156
Wilkinson conversion rates 158
Wilkinson loyalty 159
Wilkinson competitors 163


CHAPTER 12 APPENDIX .

Basic methodology 165
The selection of parliamentary constituencies 167
Metropolitan county 167
Other 100% urban 167
Mixed urban/rural 167
Rural 168
The selection of enumeration districts 168
The selection of respondents 169
Post survey weighting 169

LIST OF TABLES
Table 1: Profile of personal care shoppers by region 2006 27
Table 2: Share of active personal care shoppers regularly using each retailer (%) 2002-2006 33
Table 3: Share of active personal care shoppers using a given retailer as their main store (%) 2002-2006 33
Table 4: Share of active personal care shoppers naming a retailer as their main store by TV region (%) 2006 37
Table 5: Average rate of personal care conversion from visitor to main user by TV region (%) 2006 38
Table 6: Personal care – average number of other stores used by TV region 2006 40
Table 7: Proportion of personal care shoppers that are loyal to their main store by TV region (%) 2006 43
Table 8: Personal care detailed drivers of loyalty (%) 2006 47
Table 9: Personal care loyalty scores by retailer (%) 2002-2006 48
Table 10: Personal care disloyalty scores by retailer (%) 2002-2006 49
Table 11: What disloyal personal care users preferred about other stores (%) 2002-2006 50
Table 12: Asda visitor share by region 2006 55
Table 13: Asda main user share by region 2006 56
Table 14: Asda conversion rates by region 2006 58
Table 15: Asda loyalty by region 2006 59
Table 16: Asda drivers of loyalty 2006 60
Table 17: Asda drivers of disloyalty 2006 60
Table 18: Asda potential change 2006 61
Table 19: Asda – other retailers used 2006 62
Table 20: Asda – other personal care stores used (%) 2006 63
Table 21: Avon visitor share by region 2006 67
Table 22: Avon main user share by region 2006 68
Table 23: Avon conversion rates by region 2006 70
Table 24: Avon loyalty by region 2006 71
Table 25: Avon drivers of loyalty 2006 72
Table 26: Avon drivers of disloyalty 2006 72
Table 27: Avon potential change 2006 73
Table 28: Avon – other retailers used 2006 74
Table 29: Avon – other personal care stores used (%) 2006 75
Table 30: Boots visitor share by region 2006 80
Table 31: Boots main user share by region 2006 81
Table 32: Boots conversion rates by region 2006 83
Table 33: Boots loyalty by region 2006 84
Table 34: Boots drivers of loyalty 2006 85
Table 35: Boots drivers of disloyalty 2006 85
Table 36: Boots potential change 2006 86
Table 37: Boots – other retailers used 2006 87
Table 38: Boots – other personal care stores used (%) 2006 88
Table 39: Morrison visitor share by region 2006 93
Table 40: Morrison main user share by region 2006 94
Table 41: Morrison conversion rates by region 2006 96
Table 42: Morrison loyalty by region 2006 97
Table 43: Morrison drivers of loyalty 2006 98
Table 44: Morrison drivers of disloyalty 2006 98
Table 45: Morrison potential change 2006 99
Table 46: Morrison – other retailers used 2006 100
Table 47: Morrison – other personal care stores used (%) 2006 101
Table 48: Sainsbury visitor share by region 2006 106
Table 49: Sainsbury main user share by region 2006 107
Table 50: Sainsbury conversion rates by region 2006 109
Table 51: Sainsbury loyalty by region 2006 110
Table 52: Sainsbury drivers of loyalty 2006 111
Table 53: Sainsbury drivers of disloyalty 2006 111
Table 54: Sainsbury potential change 2006 112
Table 55: Sainsbury – other retailers used 2006 113
Table 56: Sainsbury – other personal care stores used (%) 2006 114
Table 57: Savers visitor share by region 2006 118
Table 58: Savers main user share by region 2006 119
Table 59: Savers conversion rates by region 2006 121
Table 60: Savers loyalty by region 2006 122
Table 61: Savers drivers of loyalty 2006 123
Table 62: Savers drivers of disloyalty 2006 123
Table 63: Savers potential change 2006 124
Table 64: Savers – other retailers used 2006 125
Table 65: Savers – other personal care stores used (%) 2006 126
Table 66: Superdrug visitor share by region 2006 131
Table 67: Superdrug main user share by region 2006 132
Table 68: Superdrug conversion rates by region 2006 134
Table 69: Superdrug loyalty by region 2006 135
Table 70: Superdrug drivers of loyalty 2006 136
Table 71: Superdrug drivers of disloyalty 2006 136
Table 72: Superdrug potential change 2006 137
Table 73: Superdrug – other retailers used 2006 138
Table 74: Superdrug – other personal care stores used (%) 2006 139
Table 75: Tesco visitor share by region 2006 144
Table 76: Tesco main user share by region 2006 145
Table 77: Tesco conversion rates by region 2006 147
Table 78: Tesco loyalty by region 2006 148
Table 79: Tesco drivers of loyalty 2006 149
Table 80: Tesco drivers of disloyalty 2006 149
Table 81: Tesco potential change 2006 150
Table 82: Tesco – other retailers used 2006 151
Table 83: Tesco – other personal care stores used (%) 2006 152
Table 84: Wilkinson visitor share by region 2006 156
Table 85: Wilkinson main user share by region 2006 157
Table 86: Wilkinson conversion rates by region 2006 159
Table 87: Wilkinson loyalty by region 2006 160
Table 88: Wilkinson drivers of loyalty 2006 161
Table 89: Wilkinson drivers of disloyalty 2006 161
Table 90: Wilkinson potential change 2006 162
Table 91: Wilkinson – other retailers used 2006 163
Table 92: Wilkinson – other personal care stores used (%) 2006 164
Table 93: Sample sizes by sector 166


LIST OF FIGURES
Figure 1: Share of personal care shoppers (%) 2002-2006 27
Figure 2: Profile of personal care shoppers by gender (%) 2002-2006 28
Figure 3: Profile of personal care shoppers by age bracket (%) 2002-2006 29
Figure 4: Profile of personal care shoppers by socio-economic class 2002-2006 30
Figure 5: Proportion of consumers who shop for personal care by demographics (%) 2006 31
Figure 6: Proportion of consumers who shop for personal care by TV region (%) 2006 32
Figure 7: Concentration of main user share of Top Five personal care retailers 2004 34
Figure 8: Concentration of main user share of Top Five personal care retailers 2005 35
Figure 9: Concentration of main user share of Top Five personal care retailers 2006 36
Figure 10: Average rate of personal care conversion from visitor to main user (%) 2006 38
Figure 11: Rate of conversion from visitors to main users by personal care retailer (%) 2006 39
Figure 12: Personal care – average number of other stores used 2002-2006 40
Figure 13: Personal care – average number of other stores used by retailer 2006 41
Figure 14: % of personal care shoppers that are loyal to their main store 2002-2006 42
Figure 15: % of personal care shoppers that are loyal to their main store by demographic group 2006 43
Figure 16: % of personal care shoppers that are loyal to their main store by retailer 2006 44
Figure 17: Percentage point change in loyalty rates since last year by personal care retailer 2006 45
Figure 18: % of loyal personal care main users identifying drivers of loyalty 2002-2006 46
Figure 19: Asda visitor share (%) 2002-2006 54
Figure 20: Asda visitor share by demographic group (%) 2006 54
Figure 21: Asda main user share (%) 2002-2006 55
Figure 22: Asda main user share by demographic group (%) 2006 56
Figure 23: Asda conversion rates (%) 2002-2006 57
Figure 24: Asda conversion rates by demographic group (%) 2006 57
Figure 25: Asda loyalty (%) 2002-2006 58
Figure 26: Asda loyalty by demographics (%) 2006 59
Figure 27: Asda preference stores (%) 2006 61
Figure 28: Asda shopping around 2006 62
Figure 29: Avon visitor share (%) 2002-2006 66
Figure 30: Avon visitor share by demographic group (%) 2006 66
Figure 31: Avon main user share (%) 2002-2006 67
Figure 32: Avon main user share by demographic group (%) 2006 68
Figure 33: Avon conversion rates (%) 2002-2006 69
Figure 34: Avon conversion rates by demographic group (%) 2006 69
Figure 35: Avon loyalty (%) 2002-2006 70
Figure 36: Avon loyalty by demographics (%) 2006 71
Figure 37: Avon preference stores (%) 2006 73
Figure 38: Avon shopping around 2006 74
Figure 39: Boots visitor share (%) 2002-2006 79
Figure 40: Boots visitor share by demographic group (%) 2006 79
Figure 41: Boots main user share (%) 2002-2006 80
Figure 42: Boots main user share by demographic group (%) 2006 81
Figure 43: Boots conversion rates (%) 2002-2006 82
Figure 44: Boots conversion rates by demographic group (%) 2006 82
Figure 45: Boots loyalty (%) 2002-2006 83
Figure 46: Boots loyalty by demographics (%) 2006 84
Figure 47: Boots preference stores (%) 2006 86
Figure 48: Boots shopping around 2006 87
Figure 49: Morrison visitor share (%) 2002-2006 92
Figure 50: Morrison visitor share by demographic group (%) 2006 92
Figure 51: Morrison main user share (%) 2002-2006 93
Figure 52: Morrison main user share by demographic group (%) 2006 94
Figure 53: Morrison conversion rates (%) 2002-2006 95
Figure 54: Morrison conversion rates by demographic group (%) 2006 95
Figure 55: Morrison loyalty (%) 2002-2006 96
Figure 56: Morrison loyalty by demographics (%) 2006 97
Figure 57: Morrison preference stores (%) 2006 99
Figure 58: Morrison shopping around 2006 100
Figure 59: Sainsbury visitor share (%) 2002-2006 105
Figure 60: Sainsbury visitor share by demographic group (%) 2006 105
Figure 61: Sainsbury main user share (%) 2002-2006 106
Figure 62: Sainsbury main user share by demographic group (%) 2006 107
Figure 63: Sainsbury conversion rates (%) 2002-2006 108
Figure 64: Sainsbury conversion rates by demographic group (%) 2006 108
Figure 65: Sainsbury loyalty (%) 2002-2006 109
Figure 66: Sainsbury loyalty by demographics (%) 2006 110
Figure 67: Sainsbury preference stores (%) 2006 112
Figure 68: Sainsbury shopping around 2006 113Figure 38: Avon shopping around 2006 74
Figure 39: Boots visitor share (%) 2002-2006 79
Figure 40: Boots visitor share by demographic group (%) 2006 79
Figure 41: Boots main user share (%) 2002-2006 80
Figure 42: Boots main user share by demographic group (%) 2006 81
Figure 43: Boots conversion rates (%) 2002-2006 82
Figure 44: Boots conversion rates by demographic group (%) 2006 82
Figure 45: Boots loyalty (%) 2002-2006 83
Figure 46: Boots loyalty by demographics (%) 2006 84
Figure 47: Boots preference stores (%) 2006 86
Figure 48: Boots shopping around 2006 87
Figure 49: Morrison visitor share (%) 2002-2006 92
Figure 50: Morrison visitor share by demographic group (%) 2006 92
Figure 51: Morrison main user share (%) 2002-2006 93
Figure 52: Morrison main user share by demographic group (%) 2006 94
Figure 53: Morrison conversion rates (%) 2002-2006 95
Figure 54: Morrison conversion rates by demographic group (%) 2006 95
Figure 55: Morrison loyalty (%) 2002-2006 96
Figure 56: Morrison loyalty by demographics (%) 2006 97
Figure 57: Morrison preference stores (%) 2006 99
Figure 58: Morrison shopping around 2006 100
Figure 59: Sainsbury visitor share (%) 2002-2006 105
Figure 60: Sainsbury visitor share by demographic group (%) 2006 105
Figure 61: Sainsbury main user share (%) 2002-2006 106
Figure 62: Sainsbury main user share by demographic group (%) 2006 107
Figure 63: Sainsbury conversion rates (%) 2002-2006 108
Figure 64: Sainsbury conversion rates by demographic group (%) 2006 108
Figure 65: Sainsbury loyalty (%) 2002-2006 109
Figure 66: Sainsbury loyalty by demographics (%) 2006 110
Figure 67: Sainsbury preference stores (%) 2006 112
Figure 68: Sainsbury shopping around 2006 113
Figure 69: Savers visitor share (%) 2002-2006 117
Figure 70: Savers visitor share by demographic group (%) 2006 117
Figure 71: Savers main user share (%) 2002-2006 118
Figure 72: Savers main user share by demographic group (%) 2006 119
Figure 73: Savers conversion rates (%) 2002-2006 120
Figure 74: Savers conversion rates by demographic group (%) 2006 120
Figure 75: Savers loyalty (%) 2002-2006 121
Figure 76: Savers loyalty by demographics (%) 2006 122
Figure 77: Savers preference stores (%) 2006 124
Figure 78: Savers shopping around 2006 125
Figure 79: Superdrug visitor share (%) 2002-2006 130
Figure 80: Superdrug visitor share by demographic group (%) 2006 130
Figure 81: Superdrug main user share (%) 2002-2006 131
Figure 82: Superdrug main user share by demographic group (%) 2006 132
Figure 83: Superdrug conversion rates (%) 2002-2006 133
Figure 84: Superdrug conversion rates by demographic group (%) 2006 133
Figure 85: Superdrug loyalty (%) 2002-2006 134
Figure 86: Superdrug loyalty by demographics (%) 2006 135
Figure 87: Superdrug preference stores (%) 2006 137
Figure 88: Superdrug shopping around 2006 138
Figure 89: Tesco visitor share (%) 2002-2006 143
Figure 90: Tesco visitor share by demographic group (%) 2006 143
Figure 91: Tesco main user share (%) 2002-2006 144
Figure 92: Tesco main user share by demographic group (%) 2006 145
Figure 93: Tesco conversion rates (%) 2002-2006 146
Figure 94: Tesco conversion rates by demographic group (%) 2006 146
Figure 95: Tesco loyalty (%) 2002-2006 147
Figure 96: Tesco loyalty by demographics (%) 2006 148
Figure 97: Tesco preference stores (%) 2006 150
Figure 98: Tesco shopping around 2006 151
Figure 99: Wilkinson visitor share (%) 2002-2006 155
Figure 100: Wilkinson visitor share by demographic group (%) 2006 155
Figure 101: Wilkinson main user share (%) 2002-2006 156
Figure 102: Wilkinson main user share by demographic group (%) 2006 157
Figure 103: Wilkinson conversion rates (%) 2002-2006 158
Figure 104: Wilkinson conversion rates by demographic group (%) 2006 158
Figure 105: Wilkinson loyalty (%) 2002-2006 159
Figure 106: Wilkinson loyalty by demographics (%) 2006 160
Figure 107: Wilkinson preference stores (%) 2006 162
Figure 108: Wilkinson shopping around 2006 163


Figure 69: Savers visitor share (%) 2002-2006 117
Figure 70: Savers visitor share by demographic group (%) 2006 117
Figure 71: Savers main user share (%) 2002-2006 118
Figure 72: Savers main user share by demographic group (%) 2006 119
Figure 73: Savers conversion rates (%) 2002-2006 120
Figure 74: Savers conversion rates by demographic group (%) 2006 120
Figure 75: Savers loyalty (%) 2002-2006 121
Figure 76: Savers loyalty by demographics (%) 2006 122
Figure 77: Savers preference stores (%) 2006 124
Figure 78: Savers shopping around 2006 125
Figure 79: Superdrug visitor share (%) 2002-2006 130
Figure 80: Superdrug visitor share by demographic group (%) 2006 130
Figure 81: Superdrug main user share (%) 2002-2006 131
Figure 82: Superdrug main user share by demographic group (%) 2006 132
Figure 83: Superdrug conversion rates (%) 2002-2006 133
Figure 84: Superdrug conversion rates by demographic group (%) 2006 133
Figure 85: Superdrug loyalty (%) 2002-2006 134
Figure 86: Superdrug loyalty by demographics (%) 2006 135
Figure 87: Superdrug preference stores (%) 2006 137
Figure 88: Superdrug shopping around 2006 138
Figure 89: Tesco visitor share (%) 2002-2006 143
Figure 90: Tesco visitor share by demographic group (%) 2006 143
Figure 91: Tesco main user share (%) 2002-2006 144
Figure 92: Tesco main user share by demographic group (%) 2006 145
Figure 93: Tesco conversion rates (%) 2002-2006 146
Figure 94: Tesco conversion rates by demographic group (%) 2006 146
Figure 95: Tesco loyalty (%) 2002-2006 147
Figure 96: Tesco loyalty by demographics (%) 2006 148
Figure 97: Tesco preference stores (%) 2006 150
Figure 98: Tesco shopping around 2006 151
Figure 99: Wilkinson visitor share (%) 2002-2006 155
Figure 100: Wilkinson visitor share by demographic group (%) 2006 155
Figure 101: Wilkinson main user share (%) 2002-2006 156
Figure 102: Wilkinson main user share by demographic group (%) 2006 157
Figure 103: Wilkinson conversion rates (%) 2002-2006 158
Figure 104: Wilkinson conversion rates by demographic group (%) 2006 158
Figure 105: Wilkinson loyalty (%) 2002-2006 159
Figure 106: Wilkinson loyalty by demographics (%) 2006 160
Figure 107: Wilkinson preference stores (%) 2006 162
Figure 108: Wilkinson shopping around 2006 163




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