UK Consumer Insight 2010: Superdrug Personal Care

• Publication date: March 2010

Introduction Verdict Research UK Consumer Insights 2010 are based around individual retailers and provide a highly detailed, data-rich overview of a retailer's customers, drawing on a nationwide survey of 6,000 shoppers each year. Reasons to Purchase *New analysis, unique to these reports shows details about non-converting visitors including where they main shop and who they are. *Analysis by non-standar...

Introduction

Verdict Research UK Consumer Insights 2010 are based around individual retailers and provide a highly detailed, data-rich overview of a retailer's customers, drawing on a nationwide survey of 6,000 shoppers each year.

Reasons to Purchase

*New analysis, unique to these reports shows details about non-converting visitors including where they main shop and who they are.

*Analysis by non-standard demographics is also presented to give a comprehensive picture of a retailer's customers.

*Key demographics include among others, sex, age, social class, television region, marital status, housing tenure, working status and ACORN group.

Consumer Trends Industry in the United Kingdom

TABLE OF CONTENTS
At a glance summary 6
Superdrug Personal Care 6
Share of Shoppers 7
Superdrug share of shopper by demographics 9
Superdrug share of shoppers by television region 10
Superdrug share of shoppers by household characteristics 12
Superdrug share of shoppers by other characteristics and ACORN classification 16
Conversion and non-conversion 19
Superdrug conversion of visitors to main users by demographics and region 20
Superdrug conversion of visitors to main users by household characteristics 22
Non-converting customers 24
Profile of shoppers 27
Superdrug profile of shoppers by television region 29
Superdrug profile of shoppers by household characteristics 31
Superdrug profile of shoppers by other characteristics and ACORN classification 33
Loyalty 35
Superdrug loyalty of main users by demographics and region 37
Superdrug loyalty of main users by household characteristics 38
Superdrug basic drivers of loyalty and disloyalty 40
Superdrug detailed drivers of loyalty 41
Competition 43
Cross sector competitor dynamics 44
Methodology 46
Basic methodology 46
The selection of parliamentary constituencies 47
The selection of enumeration districts 48
The selection of respondents 48
Post survey weighting 49

TABLE OF FIGURES
Figure 1: Superdrug visitor share (%) 2006 - 2010 7
Figure 2: Superdrug main user share (%) 2006 - 2010 8
Figure 3: Superdrug visitor share by demographic group 2010 9
Figure 4: Superdrug main user share by demographic group 2010 10
Figure 5: Superdrug visitor share by television region 2010 10
Figure 6: Superdrug main user share by television region 2010 11
Figure 7: Superdrug visitor and main user share by household tenure 2010 12
Figure 8: Superdrug visitor and main user share by number of people in household 2010 13
Figure 9: Superdrug visitor and main user share by children in household 2010 14
Figure 10: Superdrug visitor and main user share by number of cars in household 2010 15
Figure 11: Superdrug visitor and main user share by working status 2010 17
Figure 12: Superdrug visitor and main user share by marital status 2010 18
Figure 13: Superdrug conversion rates 2006 – 2010 19
Figure 14: Superdrug conversion rates by demographic group 2006 – 2010 20
Figure 15: Superdrug conversion rates by region 2006 – 2010 21
Figure 16: Superdrug conversion rates by household tenure 2006 – 2010 22
Figure 17: Superdrug conversion rates by number of people in household 2006 – 2010 22
Figure 18: Superdrug conversion rates by children in household 2006 – 2010 23
Figure 19: Superdrug conversion rates by number of cars in household 2006 – 2010 23
Figure 20: Superdrug non-conversion rates 2006 – 2010 24
Figure 21: Superdrug non-conversion rates by demographic group 2010 25
Figure 22: Demographic profile of non-converting Superdrug visitors 2010 26
Figure 23: Regional profile of non-converting Superdrug visitors 2010 26
Figure 24: Superdrug visitor profile by demographic group 2010 27
Figure 25: Superdrug main user profile by demographic group 2010 28
Figure 26: Superdrug visitor profile by region 2010 29
Figure 27: Superdrug main user profile by region 2010 30
Figure 28: Superdrug visitor and main user profile by household tenure 2010 31
Figure 29: Superdrug visitor and main user profile by number of people in household 2010 31
Figure 30: Superdrug visitor and main user profile by children in household 2010 32
Figure 31: Superdrug visitor and main user profile by number of cars in household 2010 32
Figure 32: Superdrug visitor and main user profile by working status 2010 34
Figure 33: Superdrug visitor and main user profile by marital status 2010 34
Figure 34: Superdrug loyalty 2006 – 2010 35
Figure 35: Superdrug disloyalty 2010 36
Figure 36: Superdrug loyalty by demographics 2010 37
Figure 37: Superdrug loyalty by region 2010 37
Figure 38: Superdrug loyalty by household tenure 2010 38
Figure 39: Superdrug loyalty by number of people in household 2010 38
Figure 40: Superdrug loyalty by children in household 2010 39
Figure 41: Superdrug loyalty by number of cars in household 2010 39
Figure 42: Superdrug – other personal care stores used 2010 43
Figure 43: Preference stores 2010 44
Figure 44: Sectors shopped 2010 45


TABLE OF TABLES
Table 1: Key performance indicators for Superdrug in personal care 6
Table 2: Superdrug change in visitor share (%) 2006 - 2010 7
Table 3: Superdrug change in main user share (%) 2006 - 2010 8
Table 4: Visitor and main user share by ACORN classification 16
Table 5: Superdrug change in conversion rates (%) 2006 - 2010 19
Table 6: Superdrug change in non-conversion rates (%) 2006 - 2010 24
Table 7: Main stores non-converters use instead of Superdrug 2010 25
Table 8: Superdrug visitor and main user profile by ACORN classification 2010 33
Table 9: Superdrug changes in loyalty 2006– 2010 35
Table 10: Superdrug changes in disloyalty 2006– 2010 36
Table 11: Superdrug drivers of loyalty (%) 2006 – 2010 40
Table 12: Superdrug drivers of disloyalty (%) 2006 – 2010 40
Table 13: Superdrug detailed drivers of loyalty 2010 41
Table 14: Cross sector matrix shopping 2010 44
Table 15: Other retailers used 2010 45
Table 16: Sample sizes by sector 2010 47