How Britain Shops for Food & Grocery 2012 | Verdict Consumer Report
NEW YORK, June 13, 2012 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:
How Britain Shops for Food & Grocery 2012 | Verdict Consumer Report
http://www.reportlinker.com/p0885288/How-Britain-Shops-for-Food--Grocery-2012-|-Verdict-Consumer-Report.html#utm_source=prnewswire&utm_medium=pr&utm_campaign=Food_Retailing
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
To order this report:
: How Britain Shops for Food & Grocery 2012 | Verdict Consumer Report
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