DALLAS, Texas, August 31, 2010 /PRNewswire/ --
- ReportsandReports announces it will carry the Where Britain Shops Supermarkets 2010 (http://www.reportsandreports.com/market-reports/where- britain-shops-supermarkets-2010/) Market Research Report in its store.
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Verdict (http://www.reportsandreports.com/Publishers/verdict/) Research: Where Britain Shops 2010: Supermarkets provides a comprehensive analysis of the shopping habits of UK consumers. It presents a detailed examination of changing customer profiles as well as demographic, socio-economic and shopping around trends.
Scope - A wide-ranging analysis of the way customers shop in supermarkets, complete with profiles of Asda, Morrisons, Sainsbury and Tesco. - In each of the eight categories profiled the report has a socio-economic breakdown of shoppers, analysis of competitors used and sector penetrations. - For each profiled supermarket, this report provides a socio-economic breakdown of their customer base and cross sector shopping data.
Supermarkets' share of all shoppers is down by 1.7 percentage points year-on-year. The main factor behind this decline is an improved performance by other retailers, especially in clothing. These retailers have opened aggressively in more central locations and worked to offer a higher quality of product and improve their merchandising standards.
Grocers' low prices are attracting more electricals shoppers, on top of gains made due to dissatisfaction with specialists' service levels. More customers are researching a purchase and then buying at the lowest possible price, benefitting grocers. Supermarkets have also improved the good and best partsr of their good-better-best architecture.
Morrison's share of all shoppers has increased by 0.9 percentage points to 27.5%, its highest proportion yet and 4.6 percentage points higher than in 2005. Factors driving this growth were increased promotion of its quality credentials, keener prices and aggressive expansion, especially in areas where it is underexposed, such as southern England.
Reasons to Purchase - Where Britain Shops is one of the most comprehensive studies of its kind, drawing on a nationwide survey of 6,000 shoppers each year. - Verdict's thorough understanding of retail issues enables us to interpret data from an informed viewpoint and explore the implications for retailers. - With the economic climate remaining weak and competition strong between supermarkets, understanding customer motivations is highly important. Table of Contents Overview 1 While supermarkets' share of all shoppers is down, they continue to gain in non-food 1 Summary points 2 Main conclusions 3 Retailer highlights 4 Use of Supermarkets 16 Fewer consumers use supermarkets due to other retailers' improved performance 16 Supermarkets share of shopper 18 Profiles of supermarket shoppers 20 Profiles of shoppers who do not use supermarkets 22 Sector penetration - which sectors shoppers use supermarkets for 24 Share of shopper - by supermarket retailer 27 Clothing Sector Analysis 30 How clothing shoppers use supermarkets 30 Both supermarket and sector shares of shopper down 31 Clothing offer remains popular among less affluent shoppers 32 Asda remains most popular grocer for clothing 33 Less affluent shoppers more likely to use supermarkets for clothing 34 DIY Sector Analysis 36 How DIY shoppers use supermarkets 36 DIY broadly maintains share 37 DIY is the only sector where the majority of supermarket customers are Male 38 Tesco remains the dominant grocer for DIY 39 Younger shoppers more likely to use supermarkets for DIY 40 Electricals Sector Analysis 42 How electricals shoppers use supermarkets 42 Electricals gains greatest share of supermarket shoppers on the previous Year 43 Women remain the major purchasers of electricals at supermarkets 44 Retailers remain in same order as last year 46 Women are more likely to use supermarkets than average electricals and supermarket shopper 47 Food & Grocery Sector Analysis 48 How food & grocery shoppers use supermarkets 48 Supermarkets share of food & grocery shoppers increases for first time in three years 49 Over-64s remain largest age group for food & grocery at supermarkets 50 Big Four continue to lead the way 52 Likelyhood of food & grocery shoppers using supermarkets remains close to the average 53 Footwear Sector Analysis 54 How footwear shoppers use supermarkets 54 Supermarkets share of footwear shoppers highest in the survey's history 55 The grocer's footwear offer appeals more to the younger customer 56 Asda remains popular among footwear shoppers 57 The less affluent the customer, the more likely to use grocers for footwear 58 Homewares Sector Analysis 60 How homewares shoppers use supermarkets 60 Homewares sector provides supermarkets with greatest uplift in shopper share 61 Homewares has greatest proportion of female shoppers 62 Asda and Tesco lead pack 63 Shoppers aged 65 and over are less likely to use supermarkets for homewares 64 Music & Video Sector Analysis 66 How music & video shoppers use supermarkets 66 Supermarkets grab share of sector shopper in shrinking music & video market 67 Demographic profile still weighted towards the younger customer 68 Tesco and Asda remain the dominant players in the market. 70 Older customers remain less likely than average to buy music & video from supermarkets 71 Personal Care Sector Analysis 72 How personal care shoppers use supermarkets 72 More than two in three personal care shoppers now buy through supermarkets 73 Supermarkets remain popular with 35-44 year old shoppers for personal care products 74 The Big Four remain significantly ahead of the value grocers. 76 Shoppers aged 25-54 more likely than average to use supermarkets for Personal care 77 Asda 78 Previous year's AB gains lost as economy starts to recover but penetration of C1s rises 78 Asda share of shopper 79 Asda customer profile 82 Cross-sector shopping 84 Shopping around 87 Morrisons 89 Gains new customers and retains existing ones 89 Morrisons share of shopper 90 Morrisons customer profile 93 Cross-sector shopping 95 Shopping around 98 Sainsbury 100 Despite its work on value, Sainsbury loses shoppers due to trading down 100 Sainsbury share of shopper 101 Sainsbury customer profile 104 Cross-sector shopper 106 Shopping around 109 Tesco 111 Loses out due to improvements in competitor offers 111 Tesco share of shopper 112 Tesco customer profile 115 Cross-sector shopping 117 Shopping around 120 APPENDIX 122 Methodology 122 Further reading 122 Ask the analyst 122 Verdict consulting 122 Disclaimer 122 Browse all Retail Reports at http://www.reportsandreports.com/market-research/retail/
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