How Britain Shops 2007: Food & Grocery

Verdict Research Limited, April 2007, Pages: 193

“How Britain Shops 2007: 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

This report is a thorough analysis of the way customers shop in the food & grocery sector, complete with profiles of leading retailers. Each report provides visitor and main user shares, conversion rates, loyalty rates with reasons and key competitors. Data is segmented regionally and by demographic and socio-economic group. Five year historic data is provided so trends can be analysed further.

Highlights

The Big Four continue to assert their dominance in the food & grocery market. Collectively these retailers now account for 82.1% of main users. This has been fuelled by the relentless rise of Tesco, and much improved trading from Sainsbury, Asda and Morrison. As healthy and ethical food continues to rise up the consumer agenda, range has become a more important driver of loyalty, while price has fallen. Across the adult population, 79.0% regularly shop for food & groceries. While it is a fractional decline of 0.2 percentage points on the previous year, the high level of participation is reflective of consumer needs and the widespread availability of food & grocery products.

Reasons to Purchase

How Britain Shops is one of the most comprehensive studies of its kind drawing on a nationwide survey of 6,000 shoppers. Use this report to understand what drives the loyalty of your customers and find out where they also shop. Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.

CHAPTER 1 INTRODUCTION 25
What is cDNA? 25

CHAPTER 2 EXECUTIVE SUMMARY 26
Key Findings 26
Retailer Highlights 28
Profile of Food & Groceries Shoppers 31
Penetration of Food & Groceries Shoppers 35
Retailer Usage 37
Main User Share by Region 42
Conversion Rates 43
Shopping Around 46
Loyalty 48
Drivers of Loyalty/Disloyalty 52

CHAPTER 3 ALDI 57
Key Findings 57
Visitors 59
Main Users 60
Conversion Rates 62
Loyalty 63

CHAPTER 4 ASDA 69
Key Findings 69
Visitors 71
Main Users 72
Conversion Rates 74
Loyalty 75

CHAPTER 5 CO-OP 81
Key Findings 81
Visitors 83
Main Users 84
Conversion Rates 86
Loyalty 87

CHAPTER 6 ICELAND 93
Key Findings 93
Visitors 95
Main Users 96
Conversion Rates 98
Loyalty 99

CHAPTER 7 LIDL 105
Key Findings 105
Visitors 107
Main Users 108
Conversion Rates 110
Loyalty 111

CHAPTER 8 MARKS & SPENCER 117
Key Findings 117
Visitors 119
Main Users 120
Conversion Rates 122
Loyalty 123
Competitors 127

CHAPTER 9 MORRISON 129
Key Findings 129
Visitors 131
Main Users 132
Conversion Rates 134
Loyalty 135

CHAPTER 10 SAINSBURY 141
Key Findings 141
Visitors 143
Main Users 144
Conversion Rates 146
Loyalty 147
Competitors 151

CHAPTER 11 SOMERFIELD 153
Key Findings 153
Visitors 155
Main Users 156
Conversion Rates 158
Loyalty 159
Competitors 163

CHAPTER 12 TESCO 165
Key Findings 165
Visitors 167
Main Users 168
Conversion Rates 170
Loyalty 171

CHAPTER 13 WAITROSE 177
Key Findings 177
Visitors 179
Main Users 180
Conversion Rates 182
Loyalty 183

CHAPTER 14 APPENDIX 189
Basic Methodology 189
Selection of Parliamentary Constituencies 191
Metropolitan County 191
Other 100% Urban 191
Mixed Urban/Rural 191
Rural 192
Selection of Enumeration Districts 192
Selection of Respondents 193
Post Survey Weighting 193

LIST OF TABLES
Table 1: Profile of food & groceries shoppers by region 2007 31
Table 2: Share of active food & groceries shoppers regularly using each retailer (%) 2003-2007 37
Table 3: Share of active food & groceries shoppers using a given retailer as their main store (%) 2003-2007 38
Table 4: Share of active food & groceries shoppers naming a retailer as their main store by TV region (%) 2007 42
Table 5: Average rate of conversion from visitor to main user – by TV region (%) 2007 43
Table 6: Average number of other stores used – by TV region 2007 46
Table 7: Proportion of food & groceries shoppers that are loyal to their main store – by TV region (%) 2007 49
Figure 18: Proportion of loyal main users identifying drivers of loyalty (%) 2003-2007 52
Table 8: Detailed drivers of loyalty (%) 2007 53
Table 9: Loyalty scores by retailer (%) 2003-2007 54
Table 10: Disloyalty scores by retailer (%) 2003-2007 55
Table 11: What disloyal users preferred about other stores (%) 2003-2007 56
Table 12: Visitor share by region – percentage of all food & grocery shoppers in each TV region visiting Aldi 2007 60
Table 13: Main user share by region – percentage of all food & grocery shoppers in each TV region mainly using Aldi 2007 61
Table 14: Conversion rates by region – percentage of Aldi visitors who are also main users in each region 2007 63
Table 15: Loyalty by region – percentage of Aldi main users in each region who are loyal 2007 64
Table 16: Drivers of loyalty 2007 65
Table 17: Drivers of disloyalty 2007 65
Table 18: Potential change – Aldi main user gains and losses % if preferences were played out 2007 66
Table 19: Other retailers used – stores most used by Aldi customers in other sectors 2007 67
Table 20: Other food & grocery stores used – stores visited by Aldi food & grocery main users 2003-2007 68
Table 21: Visitor share by region – percentage of all food & grocery shoppers in each TV region visiting Asda 2007 72
Table 22: Main user share by region – percentage of all food & grocery shoppers in each TV region mainly using Asda 2007 73
Table 23: Conversion rates by region – percentage of Asda visitors who are also main users in each region 2007 75
Table 24: Loyalty by region – percentage of Asda main users in each region who are loyal 2007 76
Table 25: Drivers of loyalty 2007 77
Table 26: Drivers of disloyalty 2007 77
Table 27: Potential change – Asda main user gains and losses % if preferences were played out 2007 78
Table 28: Other retailers used – stores most used by Asda customers in other sectors 2007 79
Table 29: Other food & grocery stores used – stores visited by Asda food & grocery main users 2003-2007 80
Table 30: Visitor share by region – percentage of all food & grocery shoppers in each TV region visiting a Co-op 2007 84
Table 31: Main user share by region – percentage of all food & grocery shoppers in each TV region mainly using a Co-op 2007 85
Table 32: Conversion rates by region – percentage of Co-op visitors who are also main users in each region 2007 87
Table 33: Loyalty by region – percentage of Co-op main users in each region who are loyal 2007 88
Table 34: Drivers of loyalty 2007 89
Table 35: Drivers of disloyalty 2007 89
Table 36: Potential change – Co-op main user gains and losses % if preferences were played out 2007 90
Table 37: Other retailers used – stores most used by Co-ops’ customers in other sectors 2007 91
Table 38: Other food & grocery stores used – stores visited by Co-ops’ food & grocery main users 2003-2007 92
Table 39: Visitor share by region – percentage of all food & grocery shoppers in each TV region visiting Iceland 2007 96
Table 40: Main user share by region – percentage of all food & grocery shoppers in each TV region mainly using Iceland 2007 97
Table 41: Conversion rates by region – percentage of Iceland visitors who are also main users in each region 2007 99
Table 42: Loyalty by region – percentage of Iceland main users in each region who are loyal 2007 100
Table 43: Drivers of loyalty 2007 101
Table 44: Drivers of disloyalty 2007 101
Table 45: Potential change – Iceland main user gains and losses % if preferences were played out 2007 102
Table 46: Other retailers used – stores most used by Iceland customers in other sectors 2007 103
Table 47: Other food & grocery stores used – stores visited by Iceland food & grocery main users 2003-2007 104
Table 48: Visitor share by region – percentage of all food & grocery shoppers in each TV region visiting Lidl 2007 108
Table 49: Main user share by region – percentage of all food & grocery shoppers in each TV region mainly using Lidl 2007 109
Table 50: Conversion rates by region – percentage of Lidl visitors who are also main users in each region 2007 111
Table 51: Loyalty by region – percentage of Lidl main users in each region who are loyal 2007 112
Table 52: Drivers of loyalty 2007 113
Table 53: Drivers of disloyalty 2007 113
Table 54: Potential change – Lidl main user gains and losses % if preferences were played out 2007 114
Table 55: Other retailers used – stores most used by Lidl customers in other sectors 2007 115
Table 56: Other food & grocery stores used – stores visited by Lidl food & grocery main users 2003-2007 116
Table 57: Visitor share by region – percentage of all food & grocery shoppers in each TV region visiting Marks & Spencer 2007 120
Table 58: Main user share by region – percentage of all food & grocery shoppers in each TV region mainly using M&S 2007 121
Table 59: Conversion rates by region – percentage of Marks & Spencer visitors who are also main users in each region 2007 123
Table 60: Loyalty by region – percentage of Marks & Spencer main users in each region who are loyal 2007 124
Table 61: Drivers of loyalty 2007 125
Table 62: Drivers of disloyalty 2007 125
Table 63: Potential change – Marks & Spencer main user gains and losses % if preferences were played out 2007 126
Table 64: Other retailers used – stores most used by Marks & Spencer customers in other sectors 2007 127
Table 65: Other food & grocery stores used – stores visited by Marks & Spencer food & grocery main users 2003-2007 128
Table 66: Visitor share by region – percentage of all food & grocery shoppers in each TV region 2007 132
Table 67: Main user share by region – percentage of all food & grocery shoppers in each TV region mainly using Morrison 2007 133
Table 68: Conversion rates by region – percentage of Morrison visitors who are also main users in each region 2007 135
Table 69: Loyalty by region – percentage of Morrison main users in each region who are loyal 2007 136
Table 70: Drivers of loyalty 2007 137
Table 71: Drivers of disloyalty 2007 137
Table 72: Potential change – Morrison main user gains and losses % if preferences were played out 2007 138
Table 73: Other retailers used – stores most used by Morrison customers in other sectors 2007 139
Table 74: Other food & grocery stores used – stores visited by Morrison food & grocery main users 2003-2007 140
Table 75: Visitor share by region – percentage of all food & grocery shoppers in each TV region visiting Sainsbury 2007 144
Table 76: Main user share by region – percentage of all food & grocery shoppers in each TV region mainly using Sainsbury 2007 145
Table 77: Conversion rates by region – percentage of Sainsbury visitors who are also main users in each region 2007 147
Table 78: Loyalty by region – percentage of Sainsbury main users in each region who are loyal 2007 148
Table 79: Drivers of loyalty 2007 149
Table 80: Drivers of disloyalty 2007 149
Table 81: Potential change – Sainsbury main user gains and losses % if preferences were played out 2007 150
Table 82: Other retailers used – stores most used by Sainsbury customers in other sectors 2007 151
Table 83: Other food & grocery stores used – stores visited by Sainsbury food & grocery main users 2003-2007 152
Table 84: Visitor share by region – percentage of all food & grocery shoppers in each TV region visiting Somerfield 2007 156
Table 85: Main user share by region – percentage of all food & grocery shoppers in each TV region mainly using Somerfield 2007 157
Table 86: Conversion rates by region – percentage of Somerfield visitors who are also main users in each region 2007 159
Table 87: Loyalty by region – percentage of Somerfield main users in each region who are loyal 2007 160
Table 88: Drivers of loyalty 2007 161
Table 89: Drivers of disloyalty 2007 161
Table 90: Potential change – Somerfield main user gains and losses % if preferences were played out 2007 162
Table 91: Other retailers used – stores most used by Somerfield customers in other sectors 2007 163
Table 92: Other food & grocery stores used – stores visited by Somerfield food & grocery main users 2003-2007 164
Table 93: Visitor share by region – percentage of all food & grocery shoppers in each TV region visiting Tesco 2007 168
Table 94: Main user share by region – percentage of all food & grocery shoppers in each TV region mainly using Tesco 2007 169
Table 95: Conversion rates by region – percentage of Tesco visitors who are also main users in each region 2007 171
Table 96: Loyalty by region – percentage of Tesco main users in each region who are loyal 2007 172
Table 97: Drivers of loyalty 2007 173
Table 98: Drivers of disloyalty 2007 173
Table 99: Potential change – Tesco main user gains and losses % if preferences were played out 2007 174
Table 100: Other retailers used – stores most used by Tesco customers in other sectors 2007 175
Table 101: Other food & grocery stores used – stores visited by Tesco food & grocery main users 2003-2007 176
Table 102: Visitor share by region – percentage of all food & grocery shoppers in each TV region visiting Waitrose 2007 180
Table 103: Main user share by region – percentage of all food & grocery shoppers in each TV region mainly using Waitrose 2007 181
Table 104: Conversion rates by region – percentage of Waitrose visitors who are also main users in each region 2007 183
Table 105: Loyalty by region – percentage of Waitrose main users in each region who are loyal 2007 184
Table 106: Drivers of loyalty 2007 185
Table 107: Drivers of disloyalty 2007 185
Table 108: Potential change – Waitrose main user gains and losses % if preferences were played out 2007 186
Table 109: Other retailers used – stores most used by Waitrose customers in other sectors 2007 187
Table 110: Other food & grocery stores used – stores visited by Waitrose food & grocery main users 2003-2007 188
Table 111: Sample sizes by sector 2007 190

LIST OF FIGURES
Figure 1: Share of shoppers (%) 2003-2007 31
Figure 2: Profile of food & groceries shoppers by gender (%) 2003-2007 32
Figure 3: Proportion of food & groceries shoppers by age bracket (%) 2003-2007 33
Figure 4: Profile of food & groceries shoppers by socio-economic class (%) 2003-2007 34
Figure 5: Proportion of consumers who shop for food & grocery – by demographics (%) 2007 35
Figure 6: Proportion of consumers who shop for food & groceries – by TV region (%) 2007 36
Figure 7: Concentration of main user share of Top Five retailers 2005 39
Figure 8: Concentration of main user share of Top Five retailers 2006 40
Figure 9: Concentration of main user share of Top Five retailers 2007 41
Figure 10: Average rate of conversion from visitor to main user (%) 2003-2007 43
Figure 11: Rate of conversion from visitors to main users – by retailer (%) 2007 45
Figure 12: Average number of other stores used 2003-2007 46
Figure 13: Average number of other stores used – by retailer 2007 47
Figure 14: Proportion of food & groceries shoppers that are loyal to their main store (%) 2003-2007 48
Figure 15: Proportion of food & groceries shoppers that are loyal to their main store – by demographic group (%) 2007 49
Figure 16: Proportion of food & groceries main users who are loyal to their main store (%) 2007 50
Figure 17: Percentage point change in loyalty rates since last year by retailer 2007 51
Figure 19: Visitor share – percentage of all food & grocery shoppers visiting Aldi 2003-2007 59
Figure 20: Visitor share by demographic group – percentage of all food & grocery shoppers in each demographic segment visiting Aldi 2007 59
Figure 21: Main user share – percentage of all food & grocery shoppers who mainly use Aldi 2003-2007 60
Figure 22: Main user share by demographic group – percentage of all food & grocery shoppers in each demographic segment mainly using Aldi 2007 61
Figure 23: Conversion rates – percentage of Aldi visitors who are also main users 2003-2007 62
Figure 24: Conversion rates by demographic group – percentage of Aldi visitors who are also main users in each demographic segment 2007 62
Figure 25: Loyalty – percentage of Aldi main users who are loyal 2003-2007 63
Figure 26: Loyalty by demographics – percentage of Aldi main users in each demographic segment who are loyal 2007 64
Figure 27: Preference stores (%) – main stores preferred by disloyal main users of Aldi in food & grocery 2007 66
Figure 28: Shopping around – number of other stores used in addition to main store 2003-2007 67
Figure 29: Visitor share – percentage of all food & grocery shoppers visiting Asda 2003-2007 71
Figure 30: Visitor share by demographic group – percentage of all food & grocery shoppers in each demographic segment visiting Asda 2007 71
Figure 31: Main user share – percentage of all food & grocery shoppers who mainly use Asda 2003-2007 72
Figure 32: Main user share by demographic group – percentage of all food & grocery shoppers in each demographic segment mainly using Asda 2007 73
Figure 33: Conversion rates – percentage of Asda visitors who are also main users 2003-2007 74
Figure 34: Conversion rates by demographic group – percentage of Asda visitors who are also main users in each demographic segment 2007 74
Figure 35: Loyalty – percentage of Asda main users who are loyal 2003-2007 75
Figure 36: Loyalty by demographics – percentage of Asda main users in each demographic segment who are loyal 2007 76
Figure 37: Preference stores (%) – main stores preferred by disloyal main users of Asda in food & grocery 2007 78
Figure 38: Shopping around – number of other stores used in addition to main store 2003-2007 79
Figure 39: Visitor share – percentage of all food & grocery shoppers visiting a Co-op 2003-2007 83
Figure 40: Visitor share by demographic group – percentage of all food & grocery shoppers in each demographic segment visiting a Co-op 2007 83
Figure 41: Main user share – percentage of all food & grocery shoppers who mainly use a Co-op 2003-2007 84
Figure 42: Main user share by demographic group – percentage of all food & grocery shoppers in each demographic segment mainly using a Co-op 2007 85
Figure 43: Conversion rates – percentage of Co-op visitors who are also main users 2003-2007 86
Figure 44: Conversion rates by demographic group – percentage of Co-op visitors who are also main users in each demographic segment 2007 86

Waitrose
Tesco
Somerfield
Sainsbury
Morrison
Marks & Spencer
Lidl
Iceland
Co-Op
Asda
Aldi

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