How Britain Shops 2008: Personal Care

Based on a representative survey of 6,000 adults, this report provides a detailed analysis of consumer trends, customer loyalty and shopper profiles for key players in the personal care market

This report provides a detailed overview of customers' shopping habits. The report looks at the socio-economic and demographic profile of personal care shoppers, where they shop and whether they are satisfied with their main store for personal care. The report also looks at what retailers should do to satisfy customers more and lists the key competitors.

Scope:

- A thorough analysis of the way customers shop in the personal care sector, complete with profiles of the following eight retailers:
Alliance Boots, Asda, Avon, Morrison, Sainsbury, Superdrug, Tesco, Wilkinson.
- Each report provides visitor and main user shares, conversion rates, loyalty rates with analysis 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:

- Grocers continue to steal share. Collectively the Big Four have improved their share of main users from 41.2% in 2007 to 42.1% in 2008. And with further expansion on the cards, the Big Four look set to continue their upward march.
- Retailers have to justify value. With price becoming a less frequently mentioned driver of loyalty, retailers need to turn their attention to range, which continues to exert itself as the primary driver of loyalty mentioned by 52.6% of main users, compared to 51.1% in 2007.
- Loyalty is now at its lowest point in the past five years. After a small improvement in 2007, Loyalty has fallen to just 82.9%, but consumers remain the most loyal of the eight sectors profiled in our How Britain Shops series.

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. SHOW LESS READ MORE >

CHAPTER 1 INTRODUCTION 6
What is cDNA? 6

CHAPTER 2 EXECUTIVE SUMMARY 7
Key Findings 8
Retailer Highlights 11
Profile of Personal Care Shoppers 13
Penetration of Personal Care Shoppers 17
Retailer Usage 19
Main User Share by Region 23
Conversion Rates 24
Shopping Around 26
Loyalty 28
Drivers of Loyalty/Disloyalty 32

CHAPTER 3 ALLIANCE BOOTS 37
Key Findings 37
Visitors 39
Main Users 40
Conversion Rates 42
Loyalty 43
Competitors 47

CHAPTER 4 ASDA 49
Key Findings 49
Visitors 51
Main Users 52
Conversion Rates 54
Loyalty 55
Competitors 59

CHAPTER 5 AVON 61
Key Findings 61
Visitors 63
Main Users 64
Conversion Rates 66
Loyalty 67
Competitors 71

CHAPTER 6 MORRISON 73
Key Findings 73
Visitors 75
Main Users 76
Conversion Rates 78
Loyalty 79
Competitors 83

CHAPTER 7 SAINSBURY 85
Key Findings 85
Visitors 87
Main Users 88
Conversion Rates 90
Loyalty 91
Competitors 95

CHAPTER 8 SUPERDRUG 97
Key Findings 97
Visitors 99
Main Users 100
Conversion Rates 102
Conversion Rates 102
Loyalty 103
Competitors 107

CHAPTER 9 TESCO 109
Key Findings 109
Visitors 112
Main Users 113
Conversion Rates 115
Loyalty 116
Competitors 120

CHAPTER 10 WILKINSON 122
Key Findings 122
Visitors 124
Main Users 125
Conversion Rates 127
Conversion Rates 127
Loyalty 128
Competitors 132

CHAPTER 11 APPENDIX 134
Basic methodology 134
The selection of parliamentary constituencies 136
Metropolitan county 136
Other 100% urban 136
Mixed urban/rural 136
Rural 137
The selection of enumeration districts 137
The selection of respondents 138
Post survey weighting 138

List of Tables

Table 1: Profile of personal care shoppers by region 2008 13
Table 2: % of active personal care shoppers regularly using each retailer 2004-2008 19
Table 3: Share of active personal care shoppers using a given retailer as their main store 2004-2008 20
Table 4: Share of active personal care shoppers naming a retailer as their main store - by TV region 2008 23
Table 5: Average rate of conversion from visitor to main user - by TV region 2008 (%) 24
Table 6: Average number of other stores used - by TV region 2008 26
Table 7: % of personal care shoppers that are loyal to their main store - by TV region 2008 29
Table 8: Detailed drivers of loyalty 2008 33
Table 9: Personal care loyalty scores by retailer 2004-2008 34
Table 10: Personal care disloyalty scores by retailer 2004-2008 35
Table 11: What disloyal users preferred about other personal care stores 2004-2008 36
Table 12: Visitor share by region 2008 40
Table 13: Main user share by region 2008 41
Table 14: Conversion rates by region 2008 43
Table 15: Loyalty by region 2008 44
Table 16: Drivers of loyalty 2008 45
Table 17: Drivers of disloyalty 2008 45
Table 18: Potential change 2008 46
Table 19: Top retailers used in other sectors 2008 47
Table 20: Other personal care stores used 2004-2008 48
Table 21: Visitor share by region 2008 52
Table 22: Main user share by region 2008 53
Table 23: Conversion rates by region 2008 55
Table 24: Loyalty - by region 2008 56
Table 25: Drivers of loyalty 2008 57
Table 26: Drivers of disloyalty 2008 57
Table 27: Potential change 2008 58
Table 28: Top retailers used in other sectors 2008 59
Table 29: Other personal care stores used 2004-2008 60
Table 30: Visitor share by region 2008 64
Table 31: Main user share by region 2008 65
Table 32: Conversion rates by region 2008 67
Table 33: Loyalty by region 2008 68
Table 34: Drivers of loyalty 2008 69
Table 35: Drivers of disloyalty 2008 69
Table 36: Potential change 2008 70
Table 37: Top retailers used in other sectors 2008 71
Table 38: Other personal care stores used 2004-2008 72
Table 39: Visitor share by region 2008 76
Table 40: Main user share by region 2008 77
Table 41: Conversion rates by region 2008 79
Table 42: Loyalty by region 2008 80
Table 43: Drivers of loyalty 2008 81
Table 44: Drivers of disloyalty 2008 81
Table 45: Potential change 2008 82
Table 46: Top retailers used in other sectors 2008 83
Table 47: Other personal care stores used 2004-2008 84
Table 48: Visitor share by region 2008 88
Table 49: Main user share by region 2008 89
Table 50: Conversion rates by region 2008 91
Table 51: Loyalty by region 2008 92
Table 52: Drivers of loyalty 2008 93
Table 53: Drivers of disloyalty 2008 93
Table 54: Potential change 2008 94
Table 55: Top retailers used in other sectors 2008 95
Table 56: Other personal care stores used 2004-2008 96
Table 57: Visitor share by region 2008 100
Table 58: Main user share by region 2008 101
Table 59: Conversion rates by region 2008 103
Table 60: Loyalty by region 2008 104
Table 61: Drivers of loyalty 2008 105
Table 62: Drivers of disloyalty 2008 105
Table 63: Potential change 2008 106
Table 64: Top retailers used in other sectors 2008 107
Table 65: Other personal care stores used 2004-2008 108
Table 66: Visitor share by region 2008 113
Table 67: Main user share by region 2008 114
Table 68: Conversion rates by region 2008 116
Table 69: Loyalty by region 2008 117
Table 70: Drivers of loyalty 2008 118
Table 71: Drivers of disloyalty 2008 118
Table 72: Potential change 2008 119
Table 73: Top retailers used in other sectors 2008 120
Table 74: Other personal care stores used 2004-2008 121
Table 75: Visitor share by region 2008 125
Table 76: Main user share by region 2008 126
Table 77: Conversion rates by region 2008 128
Table 78: Loyalty by region 2008 129
Table 79: Drivers of loyalty 2008 130
Table 80: Drivers of disloyalty 2008 130
Table 81: Potential change 2008 131
Table 82: Top retailers used in other sectors 2008 132
Table 83: Other personal care stores used 2004-2008 133
Table 84: Sample sizes by sector 2008 135

List of Figures

Figure 1: Personal care share of shopper 2004-2008 (%) 13
Figure 2: Profile of personal care shoppers by gender 2004-2008 (%) 14
Figure 3: Profile of personal care shoppers by age bracket 2004-2008 (%) 15
Figure 4: Profile of personal care shoppers by socio-economic class 2004-2008 (%) 16
Figure 5: % of consumers who shop for personal care by demographics 2008 17
Figure 6: % of consumers who shop for personal care by TV region 2008 18
Figure 7: Concentration of main user share of Top Five retailers 2006 21
Figure 8: Concentration of main user share of Top Five retailers 2007 21
Figure 9: Concentration of main user share of Top Five retailers 2008 22
Figure 10: Average rate of conversion from visitor to main user 2004-2008 (%) 24
Figure 11: Rate of conversion from visitors to main users - by retailer 2008 (%) 25
Figure 12: Average number of other stores used 2004-2008 26
Figure 13: Average number of other stores used - by retailer 2008 27
Figure 14: % of personal care shoppers that are loyal to their main store 2004-2008 28
Figure 15: % of personal care shoppers that are loyal to their main store - by demographic group 2008 29
Figure 16: % of personal care shoppers that are loyal to their main store - by retailer 2008 30
Figure 17: Percentage point change in loyalty rates since last year by retailer 2008 31
Figure 18: Percentage point change in loyalty rates since last year by retailer 2008 32
Figure 19: Visitor share 2004-2008 (%) 39
Figure 20: Visitor share - by demographic group 2008 (%) 39
Figure 21: Main user share 2004-2008 (%) 40
Figure 22: Main user share by demographic group 2008 (%) 41
Figure 23: Conversion rates 2004-2008 (%) 42
Figure 24: Conversion rates by demographic group 2008 (%) 42
Figure 25: Loyalty 2004-2008 (%) 43
Figure 26: Loyalty by demographics 2008 (%) 44
Figure 27: Preference stores 2008 (%) 46
Figure 28: Shopping around 2004-2008 47
Figure 29: Visitor share 2004-2008 (%) 51
Figure 30: Visitor share by demographic group 2008 (%) 51
Figure 31: Main user share 2004-2008 52
Figure 32: Main user share by demographic group 2008 (%) 53
Figure 33: Conversion rates 2004-2008 (%) 54
Figure 34: Conversion rates by demographic group 2008 (%) 54
Figure 35: Loyalty 2004-2008 (%) 55
Figure 36: Loyalty - by demographics 2008 (%) 56
Figure 37: Preference stores 2008 (%) 58
Figure 38: Shopping around 2004-2008 59
Figure 39: Visitor share 2004-2008 (%) 63
Figure 40: Visitor share by demographic group 2008 (%) 63
Figure 41: Main user share 2004-2008 (%) 64
Figure 42: Main user share by demographic group 2008 (%) 65
Figure 43: Conversion rates 2004-2008 (%) 66
Figure 44: Conversion rates by demographic group 2008 (%) 66
Figure 45: Loyalty 2004-2008 (%) 67
Figure 46: Loyalty by demographics 2008 (%) 68
Figure 47: Preference stores 2008 (%) 70
Figure 48: Shopping around 2004-2008 71
Figure 49: Visitor share 2004-2008 (%) 75
Figure 50: Visitor share by demographic group 2008 (%) 75
Figure 51: Main user share 2004-2008 (%) 76
Figure 52: Main user share by demographic group 2008 (%) 77
Figure 53: Conversion rates 2004-2008 (%) 78
Figure 54: Conversion rates by demographic group 2008 (%) 78
Figure 55: Loyalty 2004-2008 (%) 79
Figure 56: Loyalty by demographics 2008 (%) 80
Figure 57: Preference stores 2008 (%) 82
Figure 58: Shopping around 2004-2008 83
Figure 59: Visitor share 2004-2008 (%) 87
Figure 60: Visitor share by demographic group 2008 87
Figure 61: Main user share 2004-2008 (%) 88
Figure 62: Main user share by demographic group 2008 (%) 89
Figure 63: Conversion rates 2004-2008 (%) 90
Figure 64: Conversion rates by demographic group 2008 (%) 90
Figure 65: Loyalty 2004-2008 (%) 91
Figure 66: Loyalty by demographics 2008 (%) 92
Figure 67: Preference stores 2008 (%) 94
Figure 68: Shopping around 2004-2008 95
Figure 69: Visitor share 2004-2008 (%) 99
Figure 70: Visitor share by demographic group 2008 (%) 99
Figure 71: Main user share 2004-2008 (%) 100
Figure 72: Main user share by demographic group 2008 101
Figure 73: Conversion rates 2004-2008 (%) 102
Figure 74: Conversion rates by demographic group 2008 (%) 102
Figure 75: Loyalty 2004-2008 (%) 103
Figure 76: Loyalty by demographics 2008 (%) 104
Figure 77: Preference stores 2008 (%) 106
Figure 78: Shopping around 2004-2008 107
Figure 79: Visitor share 2004-2008 (%) 112
Figure 80: Visitor share by demographic group 2008 (%) 112
Figure 81: Main user share 2004-2008 (%) 113
Figure 82: Main user share by demographic group 2008 (%) 114
Figure 83: Conversion rates 2004-2008 (%) 115
Figure 84: Conversion rates by demographic group 2008 (%) 115
Figure 85: Loyalty 2004-2008 116
Figure 86: Loyalty by demographics 2008 117
Figure 87: Preference stores 2008 (%) 119
Figure 88: Shopping around 2004-2008 120
Figure 89: Visitor share 2004-2008 (%) 124
Figure 90: Visitor share by demographic group 2008 (%) 124
Figure 91: Main user share 2004-2008 (%) 125
Figure 92: Main user share by demographic group 2008 (%) 126
Figure 93: Conversion rates 2004-2008 (%) 127
Figure 94: Conversion rates by demographic group 2008 (%) 127
Figure 95: Loyalty 2004-2008 (%) 128
Figure 96: Loyalty by demographics 2008 (%) 129
Figure 97: Preference stores 2008 (%) 131
Figure 98: Shopping around 2004-2008 132

- Alliance Boots
- Asda
- Avon
- Morrison
- Sainsbury
- Superdrug
- Tesco
- Wilkinson