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  4. > How Britain Shops 2014 Food and Grocery | Verdict Consumer Report

Summary
While food and grocery remains the largest, most homogenous and most valuable retail sector in the UK, there is still scope for increased customer penetration as has been proven this year. Increasing flexibility of new formats and the changing shopping habits of UK grocery consumers have meant that more people are shopping for groceries as they adapt to a new way of spending.

Key Findings
- Identify how main players in food and grocery drive loyalty and which stores are favoured by disloyal customers to improve your own shopper penetration

- Understand which strategies are most effective at driving customer loyalty in food and grocery and justify your own business investments

- Data is segmented regionally and by demographic and socio-economic group to enable you to identify which customer groups offer the most opportunities

Synopsis
Levels of loyalty amongst all grocery shoppers have increased in 2014, despite only three retailers registering increases in loyalty.

Over half of UK grocer shoppers state that price is the reason they are loyal to a particular grocer rather than another, indicating quite how much pressure consumers continue to find themselves under in 2014

Reasons To Buy
- How has the profile of the consumers shopping at the main food and grocery players changed over the past year and what has caused this?

- What drives consumers to shop for food and grocery at both you and your competitors? What makes them disloyal?

- How many other stores do your shoppers use for food and grocery and what stores are these? Will these be a threat going forward?

Table Of Contents

How Britain Shops 2014 Food and Grocery | Verdict Consumer Report
Table of Contents
1 Overview
2 Main Conclusions
2.1 Many grocery shoppers feeling worse off
2.2 Gender balance as more shop for food
2.3 Significant proportion shop weekly, but most shop more often…
2.4 …though this isn't a national trend
2.5 Despite recent turmoil, Tesco dominates the sector
2.6 Shopping around is rife
2.7 Smaller stores fail to impress
3 Sector Analysis
3.1 Sector summary
3.1.1 Shoppers spending more, despite many feeling worse off
3.2 Shopping frequency
3.2.1 Weekly shop prevails, but high percentage shop more often
3.3 Channel spend
3.3.1 Less than one third of shoppers used online home delivery
3.4 Penetration of shoppers
3.4.1 Vast majority of females shop for grocery
3.5 Conversion
3.5.1 Necessity drives grocery conversion
3.6 Shopping around
3.6.1 Shoppers in the north are less loyal
4 Retailer Ratings
4.1 Importance of shopping drivers
4.1.1 Shoppers care little for online, with value high on the agenda
4.2 Retailer ratings
4.2.1 Exclusively smaller chains consistently underperform
5 Methodology
5.1 Access to additional data
6 Appendix
6.1 About Verdict Retail
6.2 Disclaimer

List of Tables
Table 1: Frequency of food and grocery shopping trips by region (%), 2015
Table 2: Frequency of food and grocery shopping trips by demographics (%), 2015
Table 3: Channels used in the last year by food and grocery shoppers by region (%), 2015
Table 4: Channels used in the last year by food and grocery shoppers by demographics (%), 2015
Table 5: Top 10 retailers' share of regional food and grocery shoppers (%), 2015
Table 6: Average conversion of food and grocery retailers by region (%), 2015
Table 7: Food and grocery retailer ratings for shopping drivers (rated out of 10), 2015
Table 8: Food and grocery retailer ratings for shopping drivers (rated out of 10), 2015
Table 9: Food and grocery retailer ratings versus driver importance, 2015
Table 10: Food and grocery retailer ratings versus driver importance, 2015
Table 11: Sample sizes by sector, 2015

List of Figures
Figure 1: Regional breakdown of shopping frequency, 2015
Figure 2: Cumulative difference, rating versus importance on all satisfaction measures, 2015
Figure 3: How much better off food and grocery shoppers feel compared to last year (%), 2015
Figure 4: How much extra food and grocery shoppers feel they are spending compared to last year (%), 2015
Figure 5: Food and grocery share of shoppers (%), 2015
Figure 6: Demographic profile of food and grocery shoppers (%), 2015
Figure 7: Frequency of food and grocery shopping trips (%), 2015
Figure 8: Channels used in the last year by food and grocery shoppers (%), 2015
Figure 9: Percentage of consumers who shop for food and grocery by demographics (%), 2015
Figure 10: Percentage of consumers who shop for food and grocery by region (%), 2015
Figure 11: Percentage of food and grocery shoppers visiting the top 10 retailers (%), 2015
Figure 12: Percentage of food and grocery shoppers purchasing from the top 10 retailers (%), 2015
Figure 13: Proportion of shoppers who are frequent or occasional shoppers at the top 10 food and grocery retailers (%), 2015
Figure 14: Average rate of conversion for all sectors (%), 2015
Figure 15: Top 10 retailers' conversion for food and grocery (%), 2015
Figure 16: Average number of food and grocery retailers each shopper visited and purchased from in the last year, 2015
Figure 17: Average number of food and grocery retailers purchased from by region, 2015
Figure 18: Average number of other food and grocery retailers purchased from for the top 10 retailers, 2015
Figure 19: Importance of shopping drivers to food and grocery shoppers (rated out of 10), 2015

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