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ABC1 Consumer Market Report 2013

  • January 2013
  • -
  • Key Note Publications Ltd

Executive Summary

This Key Note Market Assessment analyses the consumer habits and attitudes of ABC1 consumers in relation to food; their homes; clothes and personal care; and leisure and travel. ABC1 consumers are classified by their professions and, while the classification is not directly related to income, there is understood to be a correlation between a person’s social grade and their income. This report addresses the current outlook for the ABC1 consumer and compares this with previous years, namely 2008 and 2010 when previous editions of this Assessment were published.

Exclusive consumer research was carried out on behalf of Key Note by NEMS Market Research in September 2012, in order to provide data relating to consumer opinions and attitudes towards a number of aspects of their lives, including their financial situation. The results indicate that a large proportion of consumers felt that their financial situation was worse than it was 2 years ago, with penetration substantially higher than in 2008 and 2010. Many consumers are feeling the strains of the recession more now than when the recession initially occurred.

In terms of consumer preferences for food in 2012, more consumers often purchased supermarkets’ own-brand food products within economy ranges than seen in previous years, indicating that more ABC1 consumers are seeking value in their food purchases. This trend towards ‘value’ items was also evident among consumers with regard to clothes purchases, with more respondents buying clothes from supermarkets and discount retailers in 2012 than 2010. In terms of holidays, fewer ABC1 consumers now try to avoid highly commercialised tourist areas, indicating that price may play a more significant role in holiday destination choice than in previous years. Much of the data from Key Note’s consumer research indicates that consumers are more concerned with the added-value of products than in previous years, as the effects of the recession are still felt.

With regard to the future, Key Note expects a recovery in the economic climate of the UK to be a major contributing factor to the return of consumer confidence among ABC1 consumers. Slow economic recovery is likely to continue to dampen consumer spending and will result in more consumers seeking the best value for money from their future purchases. Further factors — such as rising taxes for high earners — may also result in changing consumer dynamics among ABC1 consumers over the next few years.

Table Of Contents

ABC1 Consumer Market Report 2013
Table of Contents

Foreword

Executive Summary

Introduction

REPORT COVERAGE
DEFINITION

Strategic Overview

DEMOGRAPHIC BACKGROUND
THE ECONOMY
HOUSEHOLD TENURE
CAR OWNERSHIP
HOUSEHOLD EXPENDITURE
COMPUTER USAGE

Food

BACKGOUND
CONSUMER TRENDS
Factors Contributing to Grocery Shopping
Premium Versus Budget Food Ranges
Organic and Fairtrade Preferences
Foods With Added Health Benefits
MARKETING AND SUPPLIER ACTIVITY
Harvey Nichols
Marks and Spencer
Sainsbury's
Tesco
Waitrose
ADVERTISING EXPENDITURE

Home

BACKGROUND
CONSUMER TRENDS
DIY and Home Improvements
MARKETING AND SUPPLIER ACTIVITY
BandQ
John Lewis
Marks and Spencer
Sainsbury's
ADVERTISING EXPENDITURE

Clothes and Personal Care

BACKGROUND
CONSUMER TRENDS
Clothes Shopping
Cosmetics and Fragrances
MARKETING AND SUPPLIER ACTIVITY
Anya Hindmarch
Burberry
Clinique
Dior
Gucci
Harvey Nichols
Hugo Boss
Lancôme
L'Oreal
MAC
Marks and Spencer
Net-a-Porter
Shopbop.com
ADVERTISING EXPENDITURE

Leisure and Travel

BACKGROUND
CONSUMER TRENDS
Sporting Activities
Cultural Activities
Pub Visiting
Holidays and Travel
MARKETING AND SUPPLIER ACTIVITY
British Airways
Hilton Hotels
Virgin Atlantic
ADVERTISING EXPENDITURE
The UK
Overseas

An International Perspective

GLOBAL COMPANIES
LVMH Moët Hennessy - Louis Vuitton
Compagnie Financiere Richemont SA

PEST Analysis

POLITICAL
ECONOMIC
SOCIAL
TECHNOLOGICAL

Consumer Dynamics

SUMMARY
FINANCIAL SITUATION
Food
Home
CLOTHES
HOLIDAYS

Company Profiles

Introduction
BURBERRY LTD
Corporate Strategy
Advertising and Marketing
Profitability
Recent and Future Developments
HARVEY NICHOLS AND CO LTD
Corporate Strategy
Advertising and Marketing
Profitability
Recent and Future Developments
JOHN LEWIS PARTNERSHIP PLC
Corporate Strategy
Advertising and Marketing
Profitability
Recent and Future Developments
MARKS AND SPENCER PLC
Corporate Strategy
Advertising and Marketing
Profitability
Recent and Future Developments
J SAINSBURY PLC
Corporate Strategy
Advertising and Marketing
Profitability
Recent and Future Developments
TESCO PLC
Corporate Strategy
Advertising and Marketing
Profitability
Recent and Future Developments

The Future

THE ECONOMY
FUTURE TRENDS
The ABC1 Slump
Luxury Brands
The Housing Market

Further Sources

Publications
General Sources
Government Publications
Other Sources
Key Note Sources
Key Note Ltd

Understanding Consumer Survey Data

Number, Profile, Penetration
Social Grade
Standard Region

Key Note Research

The Key Note Range of Reports

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