How Britain Shops for Food & Grocery 2012 | Verdict Consumer Report

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How Britain Shops for Food & Grocery 2012 | Verdict Consumer Report
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As shoppers budgets are increasingly restricted and spend declines in other sectors, food & grocery share is up. Market polarisation has seen shoppers trading up to indulge at Waitrose but also down to shop with Aldi, Lidl and Iceland. Price has an important role to play in loyalty dynamics as both inflationary pressures and retailer price comparison campaigns drive up awareness and sensitivity. Identify how main players in food & 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 & 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 In the current difficult economic climate shopper share has grown for food & grocery. This occurs naturally as shoppers cut back on discretionary spending in other sectors and food & grocery gains importance and share of wallet. Trading down from eating out and the increased importance of entertaining at home has boosted the food & grocery sector. Trends towards shopping around to seek out the best bargains in food & grocery have increased year-on-year with shoppers visiting an average of 2.3 stores in addition to their own main store. This is up from 2.1 the year before, driven by the rise in popularity of discounters. Visitors to discounters are rising and more likely to visit other stores. Price is the single most important factor for food & grocery shoppers in store choice, its loyalty score increasing by 7.8 percentage points to 49.9% over 2008–12. This puts price ahead of convenience and range as the principle driver of loyalty. Ongoing inflation in fuel and commodity costs is driving up food prices, increasing sensitivity. How has the profile of the consumers shopping at the main food & grocery players changed over the past year and what has caused this? What drives consumers to shop for food & grocery at both you and your competitors? What makes them disloyal? How many other stores do your shoppers use for food & grocery and what stores are these? Will these be a threat going forward?

EXECUTIVE SUMMARY
•Verdict view
•Key findings
- (Untitled sub-section)
•Main conclusions
- Austerity drives up food & grocery share of retail
- Mixed fortunes for Big Four as market polarises
- More bargain hunters shop around
- Inflation and price-focused marketing drive up price-sensitivity
- And while Asda, Aldi, Lidl and Iceland impress ...
- ... weaknesses are exposed at the Co-op and Tesco
•Retailer highlights
- Loyalty shrinks at Aldi as new shoppers consider whether to commit
- Asda's firm stance on price impresses core shoppers
- Loyalty to the Co-op remains linked solely to convenience and is lowest in sector
- Impressive loyalty boost brings Iceland to sector second as service and quality impressions improve
- Austere climate increases appeal of Lidl
- At Sainsbury's, more price sensitive shoppers are switching away
- Tesco's loyalty remains second lowest in sector
- Loyalty growth keeps Waitrose top of ranking
SECTOR SUMMARY
•Share of shoppers
- Rises due to focus on essentials
•Penetration of food & grocery shoppers
- Less dining out raises penetration of less affluent
•Retailer usage
- Discounters among best performers in Top Nine
- Main user share by region
•Conversion rates
- Conversion down as choice tempts shoppers to stray
•Shopping around
- Savvy shoppers hunt for bargains
•Loyalty
- Iceland's bumper loyalty drives average up
•Drivers of loyalty/ disloyalty
- Price is paramount as marketing and inflation drive sensitivity
ALDI
•Gains new, but not loyal, shoppers
- Gains new visitors of all ages and classes
- Loyalty shrinks as new shoppers consider whether to commit ...
- ... but remains above average
•Visitors
- Recover across all demographics
•Main users
- Trading down turns younger and mid-income shoppers into main users
•Conversion rates
- Hit record level
•Loyalty
- Loyalty slips as new shoppers consider whether to commit
•Competitors
- Savvy shoppers seek bargains elsewhere
ASDA
•Price guarantee builds loyalty – but not main user share
- Visitor share revitalised as price guarantee tempts budget conscious shoppers
- Firm stance on price impresses core shoppers
- However, expansion and price matching provide reasons to stray
•Visitors
- Tempted back by price guarantee
•Main users
- Some shoppers on tight budgets trade down to discounters
•Conversion rates
- Return to lower level
•Loyalty
- Price guarantee impresses core shoppers
•Competitors
- Price matching and expansion of competitors tempts shoppers away
CO-OP
•Convenience drives up shopper share but cannot create loyalty
- More young and AB shoppers top-up shop with Co-op
- Co-op still depends on older shoppers but spreads reach
- Loyalty remains linked solely to convenience and lowest in sector
•Visitors
- More young and AB shoppers top up at the Co-op
•Main users
- Still depends on older shoppers but reach spreads
•Conversion rates
- Wins over more family shoppers
•Loyalty
- Loyalty driven up by convenience but other measures weaken
•Competitors
- Co-op keeps customers on tight leash – shopping around steady
ICELAND
•Bumper year for loyalty as service and quality improve
- Still skewed to young bargain hunter but sociodemographic appeal widens
- Impressive loyalty boost brings Iceland to sector second ...
- ... as service and quality impressions improve
- Savvy shoppers continue to look elsewhere for bargains
•Visitors
- Slight drop as competition for footfall increases
•Main users
- Still skewed to young bargain hunter but appeal spreads
•Conversion rates
- Converts higher proportion of C1C2s and 25–54s
•Loyalty
- Iceland improves to second in sector
•Competitors
- Savvy shoppers continue to look elsewhere for bargains
LIDL
•Increasing appeal but challenges lie ahead
- Austere climate increases appeal
- Increasing loyalty brings Lidl above average
- Lidl attracts customers who shop around
- Future focus should be on retaining new visitors by impressing them on attributes other than price
•Visitors
- Austere climate increases appeal
•Main users
- Grows share to become increasing threat
•Conversion rates
- Convinces visitors as offer impresses
•Loyalty
- Lidl pushes above average
•Competitors
- Lidl's proposition designed to pull in customers who shop around more than average
MORRISONS
•Younger more affluent and, importantly, loyal customer emerges
- Attracts more shoppers with expansion and refurbishments
- Younger and more affluent shoppers tempted instore
- Family shoppers up loyalty as they warm to improved offer
- Lower conversion as older shoppers adverse to changes instore
- Price perception exposed as risk in new strategy
•Visitors
- Attracts more shoppers with new store rollout
•Main users
- Steady as profile changes
•Conversion rates
- Lower conversion reaction of older shoppers to changes instore
•Loyalty
- Rises among the more affluent and the young
•Competitors
- Tesco and Asda continue to tempt customers away
SAINSBURY'S
•As value hunters stray loyalty increases in remaining core
- Younger shoppers trade down as budgets tighten
- Rejuvenated loyalty in less affluent shoppers ...
- ... But more price sensitive shoppers are switching away
•Visitors
- Disappointing drop in visitors despite expansion
•Main users
- Fall in younger shoppers brings down main user share
•Conversion rates
- Dip in conversion as younger shoppers prove elusive
•Loyalty
- Rejuvenated loyalty in less affluent shoppers
•Competitors
- Competitors innovation and expansion provides temptation
TESCO
•More shoppers doesn't translate to sales growth as loyalty remains low
- Coverage in every postcode brings Tesco to everyone's doorstep
- Growth in main users doesn't salvage like-for-like sales
- Price perception falters ...
- ... and loyalty remains second lowest among nine profiled retailers
•Visitors
- Coverage in every postcode brings Tesco to everyone's doorstep
•Main users
- Main user share growing but not converting to sales
•Conversion rates
- Converting footfall ahead of sector average
•Loyalty
- Loyalty propped up by convenience to stay second lowest in sector
•Competitors
- More Tesco customers take a look at the opposition
WAITROSE
•Impressive loyalty is backed by new visitors and more main users
- Stores expansion generates footfall
- Improving conversion of C2DE shoppers
- Winning over younger shoppers
- Loyalty growth keeps Waitrose top of ranking
•Visitors
- Store expansion generates higher footfall
•Main users
- Bounce back in share
•Conversion rates
- Recover slightly
•Loyalty
- Growth keeps Waitrose top of ranks
•Competitors
- Shoppers less tempted to stray
APPENDIX
•Methodology
- Selection of parliamentary constituencies
- Selection of enumeration districts
- Selection of respondents
- Post survey weighting
•Ask the analyst
•Global Retail FreeView
•Verdict Research consulting
•Disclaimer

TABLES
•Table: Profile of food & grocery shoppers – by region 2012
•Table: Percentage of active food & grocery shoppers regularly visiting each retailer 2008–12
•Table: Percentage of active food & grocery shoppers mainly using each retailer 2008–12
•Table: Share of main users of each retailer by TV region 2012
•Table: Average rate of conversion from visitor to main user, by TV region 2012
•Table: Average number of other stores used, by TV region, 2011
•Table: Percentage of food & grocery shoppers loyal to their main store, by TV region 2012
•Table: Detailed drivers of loyalty 2012
•Table: Food & grocery loyalty score 2008–12
•Table: Food & grocery loyalty score (continued) 2008–12
•Table: Food & grocery disloyalty score 2008–12
•Table: Food & grocery disloyalty score (continued) 2008–12
•Table: What disloyal users preferred about other food & grocery stores 2008–12
•Table: What disloyal users preferred about other food & grocery stores (continued) 2008–12
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other food & grocery stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other food & grocery stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other food & grocery stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other food & grocery stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other food & grocery stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other food & grocery stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other food & grocery stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other food & grocery stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Visitor share by region 2012
•Table: Main user share by region 2012
•Table: Conversion rates by region 2012
•Table: Loyalty by region 2012
•Table: Drivers of loyalty 2012
•Table: Drivers of disloyalty 2012
•Table: Potential changes 2012
•Table: Other food & grocery stores used 2008–12
•Table: Retailers most used in other sectors 2012
•Table: Sample sizes by sector 2012
FIGURES
•Figure: Food & grocery share of shopper 2008–12
•Figure: Profile of food & grocery shoppers by gender 2008–12
•Figure: Profile of food & grocery shoppers by age bracket 2008–12
•Figure: Profile of food & grocery shoppers by socioeconomic class 2008–12
•Figure: Percentage of consumers who shop for food & grocery, by demographics 2012
•Figure: Percentage of consumers who shop for food & grocery, by TV region 2012
•Figure: Concentration of main user share of Top Five retailers in 2010
•Figure: Concentration of main user share of Top Five retailers in 2011
•Figure: Concentration of main user share of Top Five retailers in 2012
•Figure: Average rate of conversion from visitor to main user 2008–12
•Figure: Rate of conversion from visitor to main user, by retailer 2012
•Figure: Average number of other stores used 2008–12
•Figure: Average number of other stores used, by retailer 2012
•Figure: Percentage of food & grocery shoppers that are loyal to their main store 2008–12
•Figure: % of food & grocery shoppers loyal to their main store by demographic group 2012
•Figure: Percentage of food & grocery shoppers loyal to their main store, by retailer 2012
•Figure: Percentage point change in loyalty rates, latest year-on-year, by retailer 2012
•Figure: Percentage of loyal main users identifying drivers of loyalty 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12
•Figure: Visitor share 2008–12
•Figure: Visitor share by demographic group 2012
•Figure: Main user share 2008–12
•Figure: Main user share by demographic group 2012
•Figure: Conversion rates 2008–12
•Figure: Conversion rates by demographic group 2012
•Figure: Loyalty 2008–12
•Figure: Loyalty by demographic group 2012
•Figure: Preference stores 2012
•Figure: Shopping around 2008–12

Companies Mentioned
Apple Inc., CMS Energy Corporation, Currys, Hutchison 3G UK Limited, Intek SpA, J Sainsbury plc, Kingfisher Plc, Nestle SA, Publicis Groupe SA, Wm Morrison Supermarkets Plc

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: How Britain Shops for Food & Grocery 2012 | Verdict Consumer Report

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