How Britain Shops 2008: Food & Grocery
Introduction
Verdict Research: 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 UK Food & Grocery sector.
Scope
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
Shoppers are trading down. As food price inflation accelerates and consumer disposable income is squeezed, there is evidence that consumers are beginning to switch to retailers they perceive as cheaper than those they used previously.Convenience is more important than ever. With shoppers increasingly pressed for both time and money, consumers don't want to have to search for value or spend time and money travelling long distances, suiting the widespread store portfolio of the likes of Tesco, as well as convenience store retailers.The Big Four grocers have all enjoyed a boost to visitor numbers with leader Tesco achieving the largest uplift. Outside the Top Four, discount retailer Lidl has made the second biggest improvement of any retailer, by convincing customers suffering the economic squeeze on consumer income that its low prices do not mean sacrificing quality.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 6
What is cDNA? 6
CHAPTER 2 EXECUTIVE SUMMARY 7
Key Findings 7
Retailer Highlights 10
Profile of Food & Grocery Shoppers 16
Penetration of Food & Grocery Shoppers 20
Retailer Usage 22
Main User Share by Region 26
Conversion Rates 27
Shopping Around 29
Loyalty 31
Drivers of Loyalty/Disloyalty 35
CHAPTER 3 ALDI 40
Key Findings 40
Visitors 42
Main Users 43
Conversion Rates 45
Loyalty 46
Competitors 50
CHAPTER 4 ASDA 52
Key Findings 52
Visitors 54
Main Users 55
Conversion Rates 57
Loyalty 58
Competitors 62
CHAPTER 5 CO-OP 64
Key Findings 64
Visitors 66
Main Users 67
Conversion Rates 69
Loyalty 70
Competitors 74
CHAPTER 6 ICELAND 76
Key Findings 76
Visitors 79
Main Users 80
Conversion Rates 82
Loyalty 83
Competitors 87
CHAPTER 7 LIDL 89
Key Findings 89
Visitors 91
Main Users 92
Conversion Rates 94
Loyalty 95
Competitors 99
CHAPTER 8 MARKS & SPENCER 101
Key Findings 101
Visitors 103
Main Users 104
Conversion Rates 106
Loyalty 107
Competitors 111
CHAPTER 9 MORRISON 113
Key Findings 113
Visitors 115
Main Users 116
Conversion Rates 118
Conversion Rates 118
Loyalty 119
Competitors 123
CHAPTER 10 SAINSBURY 125
Key Findings 125
Visitors 127
Main Users 128
Conversion Rates 130
Loyalty 131
Competitors 135
CHAPTER 11 SOMERFIELD 137
Key Findings 137
Visitors 140
Main Users 141
Conversion Rates 143
Loyalty 144
Competitors 148
CHAPTER 12 TESCO 150
Key Findings 150
Visitors 152
Main Users 153
Conversion Rates 155
Loyalty 156
Competitors 160
CHAPTER 13 WAITROSE 162
Key Findings 162
Visitors 165
Main Users 166
Conversion Rates 168
Loyalty 169
Competitors 173
CHAPTER 14 APPENDIX 175
Basic Methodology 175
Selection of Parliamentary Constituencies 177
Metropolitan County 177
Other 100% Urban 177
Mixed Urban/Rural 177
Rural 177
Selection of Enumeration Districts 178
Selection of Respondents 179
Post Survey Weighting 179
List of Tables
Table 1: Profile of food & grocery shoppers by region 2008 16
Table 2: % of active food & grocery shoppers regularly visiting each retailer 2004-2008 22
Table 3: Share of active food & grocery shoppers using a given retailer as their main store 2004-2008 23
Table 4: Share of active food & grocery shoppers naming a retailer as their main store by TV region 2008 26
Table 5: Average rate of conversion from visitor to main user - by TV region 2008 27
Table 6: Average number of other stores used - by TV region 2008 29
Table 7: % of food & grocery shoppers that are loyal to their main store - by TV region 2008 32
Table 8: Detailed drivers of loyalty 2008 36
Table 9: Food & grocery loyalty scores by retailer 2004-2008 37
Table 10: Food & grocery disloyalty scores by retailer 2004-2008 38
Table 11: What disloyal users preferred about other food & grocery stores 2004-2008 39
Table 12: Visitor share - by region 2008 43
Table 13: Main user share - by region 2008 44
Table 14: Conversion rates - by region 2008 46
Table 15: Loyalty - by region 2008 47
Table 16: Drivers of loyalty 2008 48
Table 17: Drivers of disloyalty 2008 48
Table 18: Potential change 2008 49
Table 19: Top retailers used in other sectors 2008 50
Table 20: Other food & grocery stores used 2004-2008 51
Table 21: Visitor share - by region 2008 55
Table 22: Main user share - by region 2008 56
Table 23: Conversion rates - by region 2008 58
Table 24: Loyalty - by region 2008 59
Table 25: Drivers of loyalty 2008 60
Table 26: Drivers of disloyalty 2008 60
Table 27: Potential change 2008 61
Table 28: Top retailers used in other sectors 2008 62
Table 29: Other food & grocery stores used 2004-2008 63
Table 30: Visitor share - by region 2008 67
Table 31: Main user share - by region 2008 68
Table 32: Conversion rates - by region 2008 70
Table 33: Loyalty - by region 2008 71
Table 34: Drivers of loyalty 2008 72
Table 35: Drivers of disloyalty 2008 72
Table 36: Potential change 2008 73
Table 37: Top retailers used in other sectors 2008 74
Table 38: Other food & grocery stores used 2004-2008 75
Table 39: Visitor share - by region 2008 80
Table 40: Main user share - by region 2008 81
Table 41: Conversion rates - by region 2008 83
Table 42: Loyalty - by region 2008 84
Table 43: Drivers of loyalty 2008 85
Table 44: Drivers of disloyalty 2008 85
Table 45: Potential change 2008 86
Table 46: Top retailers used in other sectors 2008 87
Table 47: Other food & grocery stores used 2004-2008 88
Table 48: Visitor share by region 2008 92
Table 49: Main user share - by region 2008 93
Table 50: Conversion rates - by region 2008 95
Table 51: Loyalty - by region 2008 96
Table 52: Drivers of loyalty 2008 97
Table 53: Drivers of disloyalty 2008 97
Table 54: Potential change 2008 98
Table 55: Top retailers used in other sectors 2008 99
Table 56: Other food & grocery stores used 2004-2008 100
Table 57: Visitor share - by region 2008 104
Table 58: Main user share - by region 2008 105
Table 59: Conversion rates - by region 2008 107
Table 60: Loyalty - by region 2008 108
Table 61: Drivers of loyalty 2008 109
Table 62: Drivers of disloyalty 2008 109
Table 63: Potential change 2008 110
Table 64: Top retailers used in other sectors 2008 111
Table 65: Other food & grocery stores used 2004-2008 112
Table 66: Visitor share - by region 2008 116
Table 67: Main user share - by region 2008 117
Table 68: Conversion rates - by region 2008 119
Table 69: Loyalty - by region 2008 120
Table 70: Drivers of loyalty 2008 121
Table 71: Drivers of disloyalty 2008 121
Table 72: Potential change 2008 122
Table 73: Top retailers used in other sectors 2008 123
Table 74: Other food & grocery stores used 2004-2008 124
Table 75: Visitor share - by region 2008 128
Table 76: Main user share - by region 2008 129
Table 77: Conversion rates - by region 2008 131
Table 78: Loyalty - by region 2008 132
Table 79: Drivers of loyalty 2008 133
Table 80: Drivers of disloyalty 2008 133
Table 81: Potential change 2008 134
Table 82: Top retailers used in other sectors 2008 135
Table 83: Other food & grocery stores used 2004-2008 136
Table 84: Visitor share - by region 2008 141
Table 85: Main user share - by region 2008 142
Table 86: Conversion rates - by region 2008 144
Table 87: Loyalty - by region 2008 145
Table 88: Drivers of loyalty 2008 146
Table 89: Drivers of disloyalty 2008 146
Table 90: Potential change 2008 147
Table 91: Top retailers used in other sectors 2008 148
Table 92: Other food & grocery stores used 2004-2008 149
Table 93: Visitor share - by region 2008 153
Table 94: Main user share - by region 2008 154
Table 95: Conversion rates - by region 2008 156
Table 96: Loyalty - by region 2008 157
Table 97: Drivers of loyalty 2008 158
Table 98: Drivers of disloyalty 2008 158
Table 99: Potential change 2008 159
Table 100: Top retailers used in other sectors 2008 160
Table 101: Other food & grocery stores used 2004-2008 161
Table 102: Visitor share - by region 2008 166
Table 103: Main user share - by region 2008 167
Table 104: Conversion rates - by region 2008 169
Table 105: Loyalty - by region 2008 170
Table 106: Drivers of loyalty 2008 171
Table 107: Drivers of disloyalty 2008 171
Table 108: Potential change 2008 172
Table 109: Top retailers used in other sectors 2008 173
Table 110: Other food & grocery stores used 2004-2008 174
Table 111: Sample sizes by sector 2008 176
List of Figures
Figure 1: Food & grocery % share of shopper 2004-2008 16
Figure 2: Profile of food & grocery shoppers by gender (%) 2004-2008 17
Figure 3: Profile of food & grocery shoppers by age bracket (%) 2004-2008 18
Figure 4: Profile of food & grocery shoppers by socio-economic class (%) 2004-2008 19
Figure 5: % of consumers who shop for food & grocery - by demographics 2008 20
Figure 6: % of consumers who shop for food & grocery - by TV region 2008 21
Figure 7: Concentration of main user share of Top Five retailers 2006 24
Figure 8: Concentration of main user share of Top Five retailers 2007 24
Figure 9: Concentration of main user share of Top Five retailers 2008 25
Figure 10: Average rate of conversion % from visitor to main user 2004-2008 27
Figure 11: Rate of conversion % from visitors to main users - by retailer 2008 28
Figure 12: Average number of other stores used 2004-2008 29
Figure 13: Average number of other stores used - by retailer 2008 30
Figure 14: % of food & grocery shoppers that are loyal to their main store 2004-2008 31
Figure 15: % of food & grocery shoppers that are loyal to their main store - by demographic group 2008 32
Figure 16: % of food & grocery shoppers that are loyal to their main store - by retailer 2008 33
Figure 17: Percentage point change in loyalty rates since last year - by retailer 2008 34
Figure 18: % of loyal main users identifying drivers of loyalty 2004-2008 35
Figure 19: Visitor share % 2004-2008 42
Figure 20: Visitor share % - by demographic group 2008 42
Figure 21: Main user share % 2004-2008 43
Figure 22: Main user share % - by demographic group 2008 44
Figure 23: Conversion rates % 2004-2008 45
Figure 24: Conversion rates % - by demographic group 2008 45
Figure 25: Loyalty % 2004-2008 46
Figure 26: Loyalty % - by demographics 2008 47
Figure 27: Preference stores % 2008 49
Figure 28: Shopping around 2004-2008 50
Figure 29: Visitor share % 2004-2008 54
Figure 30: Visitor share % - by demographic group 2008 54
Figure 31: Main user share % 2004-2008 55
Figure 32: Main user share % - by demographic group 2008 56
Figure 33: Conversion rates % 2004-2008 57
Figure 34: Conversion rates % - by demographic group 2008 57
Figure 35: Loyalty % 2004-2008 58
Figure 36: Loyalty % - by demographics 2008 59
Figure 37: Preference stores % 2008 61
Figure 38: Shopping around 2004-2008 62
Figure 39: Visitor share % 2004-2008 66
Figure 40: Visitor share % - by demographic group 2008 66
Figure 41: Main user share % 2004-2008 67
Figure 42: Main user share % - by demographic group 2008 68
Figure 43: Conversion rates % 2004-2008 69
Figure 44: Conversion rates % - by demographic group 2008 69
Figure 45: Loyalty % 2004-2008 70
Figure 46: Loyalty % - by demographics 2008 71
Figure 47: Preference stores % 2008 73
Figure 48: Shopping around 2004-2008 74
Figure 49: Visitor share % 2004-2008 79
Figure 50: Visitor share % - by demographic group 2008 79
Figure 51: Main user share % 2004-2008 80
Figure 52: Main user share % - by demographic group 2008 81
Figure 53: Conversion rates % 2004-2008 82
Figure 54: Conversion rates % - by demographic group 2008 82
Figure 55: Loyalty % 2004-2008 83
Figure 56: Loyalty % - by demographics 2008 84
Figure 57: Preference stores % 2008 86
Figure 58: Shopping around 2004-2008 87
Figure 59: Visitor share % 2004-2008 91
Figure 60: Visitor share % - by demographic group 2008 91
Figure 61: Main user share % 2004-2008 92
Figure 62: Main user share % - by demographic group 2008 93
Figure 63: Conversion rates % 2004-2008 94
Figure 64: Conversion rates % - by demographic group 2008 94
Figure 65: Loyalty % 2004-2008 95
Figure 66: Loyalty % - by demographics 2008 96
Figure 67: Preference stores % 2008 98
Figure 68: Shopping around 2004-2008 99
Figure 69: Visitor share % 2004-2008 103
Figure 70: Visitor share % - by demographic group 2008 103
Figure 71: Main user share % 2004-2008 104
Figure 72: Main user share % - by demographic group 2008 105
Figure 73: Conversion rates % 2004-2008 106
Figure 74: Conversion rates % - by demographic group 2008 106
Figure 75: Loyalty % 2004-2008 107
Figure 76: Loyalty % - by demographics 2008 108
Figure 77: Preference stores % 2008 110
Figure 78: Shopping around 2004-2008 111
Figure 79: Visitor share % 2004-2008 115
Figure 80: Visitor share % - by demographic group 2008 115
Figure 81: Main user share % 2004-2008 116
Figure 82: Main user share % - by demographic group 2008 117
Figure 83: Conversion rates % 2004-2008 118
Figure 84: Conversion rates % - by demographic group 2008 118
Figure 85: Loyalty % 2004-2008 119
Figure 86: Loyalty % - by demographics 2008 120
Figure 87: Preference stores % 2008 122
Figure 88: Shopping around 2004-2008 123
Figure 89: Visitor share % 2004-2008 127
Figure 90: Visitor share % - by demographic group 2008 127
Figure 91: Main user share % 2004-2008 128
Figure 92: Main user share % - by demographic group 2008 129
Figure 93: Conversion rates % 2004-2008 130
Figure 94: Conversion rates % - by demographic group 2008 130
Figure 95: Loyalty % 2004-2008 131
Figure 96: Loyalty % - by demographics 2008 132
Figure 97: Preference stores % 2008 134
Figure 98: Shopping around 2004-2008 135
Figure 99: Visitor share % 2004-2008 140
Figure 100: Visitor share % - by demographic group 2008 140
Figure 101: Main user share % 2004-2008 141
Figure 102: Main user share % - by demographic group 2008 142
Figure 103: Conversion rates % 2004-2008 143
Figure 104: Conversion rates % - by demographic group 2008 143
Figure 105: Loyalty % 2004-2008 144
Figure 106: Loyalty % - by demographics 2008 145
Figure 107: Preference stores % 2008 147
Figure 108: Shopping around 2004-2008 148
Figure 109: Visitor share % 2004-2008 152
Figure 110: Visitor share % - by demographic group 2008 152
Figure 111: Main user share % 2004-2008 153
Figure 112: Main user share % - by demographic group 2008 154
Figure 113: Conversion rates % 2004-2008 155
Figure 114: Conversion rates % - by demographic group 2008 155
Figure 115: Loyalty % 2004-2008 156
Figure 116: Loyalty % - by demographics 2008 157
Figure 117: Preference stores % 2008 159
Figure 118: Shopping around 2004-2008 160
Figure 119: Visitor share % 2004-2008 165
Figure 120: Visitor share % - by demographic group 2008 165
Figure 121: Main user share % 2004-2008 166
Figure 122: Main user share % - by demographic group 2008 167
Figure 123: Conversion rates % 2004-2008 168
Figure 124: Conversion rates % - by demographic group 2008 168
Figure 125: Loyalty % 2004-2008 169
Figure 126: Loyalty % - by demographics 2008 170
Figure 127: Preference stores % 2008 172
Figure 128: Shopping around 2004-2008 173
