Abstract
Introduction
Verdict Research: With supermarkets building ever more substantial positions in non-food, they present an increasing threat to specialist retailers. Not only are their non-food ranges becoming more comprehensive, but they are also now much more widely available as supermarkets broaden their reach through new superstores, non-food only stores and online non-food operations.
Scope
- A wide-ranging analysis of the way customers shop in supermarkets with profiles of the UK' s four largest grocers: Asda, Morrison, Sainsbury and Tesco.
- For each category this report provides a full socio-economic breakdown of shoppers, analysis of competitors used and sector penetration data.
- For each profiled retailer, this report provides a socio-economic breakdown of their customer base, cross sector shopping data and conversion rates.
Highlights
For the fifth straight year, Tesco has increased its share of UK shoppers. 50.9% of all UK shoppers use Tesco on a regular basis, a 2.2 percentage point increase. The retailer has achieved this growth through opening 139 new stores across a number of formats as well as developing other channels such as its online offer and new catalogue offer.
Homewares is the fastest growing non-food sector in supermarkets. Grocers have increased their share of all homewares shoppers by 2.9 percentage points to 45.0%, more than three times the growth of the sector with the second largest increase: DIY, which grew by 0.9 percentage points.
Electricals continue to be attractive to supermarkets. For the seventh straight year, the percentage of electricals shoppers buying from supermarkets has increased, growing this time by 0.3 percentage points to 25.4%. However, they still trail large electricals specialists like Currys, attracting 42.1% of UK electricals shoppers, and Comet 32.0%.
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 supermarkets strengthening their position in non-food categories, understanding customer motivations for using them has never been more important.
Table of Contents
CHAPTER 1 INTRODUCTION
- What is cDNA?
- What' s Available?
CHAPTER 2 EXECUTIVE SUMMARY
- Key Findings
- Main Conclusions
CHAPTER 3 USE OF SUPERMARKETS
- Summary
- Supermarket Share of Shoppers
- Profiles of Supermarket Shoppers
- Profiles of Shoppers Who Do Not Use Supermarkets
- Which Sectors Shoppers Use Supermarkets For
- Share of Shoppers by Supermarket Retailer
CHAPTER 4 SECTOR ANALYSIS
- How Clothing Shoppers Use Supermarkets
- How DIY Shoppers Use Supermarkets
- How Electricals Shoppers Use Supermarkets
- How Food & Grocery Shoppers Use Supermarkets
- How Footwear Shoppers Use Supermarkets
- How Homewares Shoppers Use Supermarkets
- How Music & Video Shoppers Use Supermarkets
- How Personal Care Shoppers Use Supermarkets
CHAPTER 5 SUPERMARKET RETAILER PROFILES
- Asda
- Overview
- Asda Share of Shopper
- Asda Customer Profile
- Asda Usage Profile
- Asda Cross-sector Shopping
- Morrison
- Overview
- Morrison Share of Shopper
- Morrison Customer Profile
- Morrison Usage Profile
- Morrison Cross-sector Shopping
- Sainsbury
- Overview
- Sainsbury Share of Shopper
- Sainsbury Customer Profile
- Sainsbury Usage Profile
- Sainsbury Cross-sector Shopping
- Tesco
- Overview
- Tesco Share of Shopper
- Tesco Customer Profile
- Tesco Usage Profile
- Tesco Cross-sector Shopping
CHAPTER 6 APPENDIX
- Basic Methodology
- Selection of Parliamentary Constituencies
- Metropolitan County
- Other 100% Urban
- Mixed Urban/Rural
- Rural
- Selection of Enumeration Districts
- Selection of Respondents
- Post Survey Weighting
LIST OF TABLES
- Table 1: Asda cross-department conversion matrix 2008
- Table 2: Where Asda shoppers also shop by sector 2008
- Table 3: Morrison cross-department conversion matrix 2008
- Table 4: Where Morrison shoppers also shop by sector 2008
- Table 5: Sainsbury cross-department conversion matrix 2008
- Table 6: Where Sainsbury shoppers also shop by sector 2008
- Table 7: Tesco cross-department conversion matrix 2008
- Table 8: Where Tesco shoppers also shop by sector 2008
- Table 9: Sample sizes by sector 2008
LIST OF FIGURES
- Figure 1: Share of all supermarket consumers (%) 2004-2008
- Figure 2: Share of consumers using supermarkets by region (%) 2008
- Figure 3: Share of consumers using supermarkets by demographics (%) 2008
- Figure 4: Profile of supermarket shoppers (%) 2008
- Figure 5: Profile of female supermarket shoppers (%) 2008
- Figure 6: Profile of male supermarket shoppers (%) 2008
- Figure 7: Profile of non-supermarket shoppers (%) 2008
- Figure 8: Profile of female non-supermarket shoppers (%) 2008
- Figure 9: Profile of male non-supermarket shoppers (%) 2008
- Figure 10: What supermarket shoppers use supermarkets for (%) 2008
- Figure 11: Supermarket shares of shoppers by sector (%) 2008
- Figure 12: Supermarket retailer share of all consumers (%) 2008
- Figure 13: Retailer share of all supermarket shoppers (%) 2008
- Figure 14: Cross-sector supermarket retailer scores 2008
- Figure 15: Percentage of all supermarket shoppers using the channel for clothing 2004-2008
- Figure 16: Percentage of all clothing shoppers using supermarkets for clothing 2004-2008
- Figure 17: Demographic profile of all shoppers who use supermarkets for clothing (%) 2008
- Figure 18: Demographic profile of all female shoppers who use supermarkets for clothing (%) 2008
- Figure 19: Demographic profile of all male shoppers who use supermarkets for clothing (%) 2008
- Figure 20: Shoppers using the clothing department (%) 2008
- Figure 21: Retailer share of all clothing shoppers (%) 2008
- Figure 22: Demographic index of supermarket shoppers compared with all clothing shoppers 2008
- Figure 23: Demographic index of clothing shoppers compared with all supermarket shoppers 2008
- Figure 24: Percentage of all supermarket shoppers using the channel for DIY 2004-2008
- Figure 25: Percentage of all DIY shoppers using supermarkets for DIY 2004-2008
- Figure 26: Demographic profile of all shoppers who use supermarkets for DIY (%) 2008
- Figure 27: Demographic profile of all female shoppers who use supermarkets for DIY (%) 2008
- Figure 28: Demographic profile of all male shoppers who use supermarkets for DIY (%) 2008
- Figure 29: Shoppers using the DIY department (%) 2008
- Figure 30: Retailer share of all DIY shoppers (%) 2008
- Figure 31: Demographic index of supermarket shoppers compared with all DIY shoppers 2008
- Figure 32: Demographic index of DIY shoppers compared with all supermarket shoppers 2008
- Figure 33: Percentage of all supermarket shoppers using the channel for electricals 2004-2008
- Figure 34: Percentage of all electricals shoppers using supermarkets for electricals 2004-2008
- Figure 35: Demographic profile of all shoppers who use supermarkets for electricals (%) 2008
- Figure 36: Demographic profile of all female shoppers who use supermarkets for electricals (%) 2008
- Figure 37: Demographic profile of all male shoppers who use supermarkets for electricals (%) 2008
- Figure 38: Shoppers using the electrical department (%) 2008
- Figure 39: Retailer share of all electricals shoppers (%) 2008
- Figure 40: Demographic index of supermarket shoppers compared with all electricals shoppers 2008
- Figure 41: Demographic index of electricals shoppers compared with all supermarket shoppers 2008
- Figure 42: Percentage of all supermarket shoppers using the channel for food & grocery 2004-2008
- Figure 43: Percentage of all food & groceries shoppers using supermarkets for food & grocery 2004-2008
- Figure 44: Demographic profile of all shoppers who use supermarkets for food & grocery (%) 2008
- Figure 45: Demographic profile of all female shoppers who use supermarkets for food & grocery (%) 2008
- Figure 46: Demographic profile of all male shoppers who use supermarkets for food & grocery (%) 2008
- Figure 47: Shoppers using the food & grocery department (%) 2008
- Figure 48: Retailer share of all food & grocery shoppers (%) 2008
- Figure 49: Demographic index of supermarket shoppers compared with all food & grocery shoppers 2008
- Figure 50: Demographic index of food & grocery shoppers compared with all supermarket shoppers 2008
- Figure 51: Percentage of all supermarket shoppers using the channel for footwear 2004-2008
- Figure 52: Percentage of all footwear shoppers using supermarkets for footwear 2004-2008
- Figure 53: Demographic profile of all shoppers who use supermarkets for footwear (%) 2008
- Figure 54: Demographic profile of all female shoppers who use supermarkets for footwear (%) 2008
- Figure 55: Demographic profile of all male shoppers who use supermarkets for footwear (%) 2008
- Figure 56: Shoppers using the footwear department (%) 2008
- Figure 57: Retailer share of all footwear shoppers (%) 2008
- Figure 58: Demographic index of supermarket shoppers compared with all footwear shoppers 2008
- Figure 59: Demographic index of footwear shoppers compared with all supermarket shoppers 2008
- Figure 60: Percentage of all supermarket shoppers using the channel for homewares 2004-2008
- Figure 61: Percentage of all homewares shoppers using supermarkets for homewares 2004-2008
- Figure 62: Demographic profile of all shoppers who use supermarkets for homewares (%) 2008
- Figure 63: Demographic profile of all female shoppers who use supermarkets for homewares (%) 2008
- Figure 64: Demographic profile of all male shoppers who use supermarkets for homewares (%) 2008
- Figure 65: Shoppers using the homewares department (%) 2008
- Figure 66: Retailer share of all homewares shoppers (%) 2008
- Figure 67: Demographic index of supermarket shoppers compared with all homewares shoppers 2008
- Figure 68: Demographic index of homewares shoppers compared with all supermarket shoppers 2008
- Figure 69: Percentage of all supermarket shoppers using the channel for music & video 2004-2008
- Figure 70: Percentage of all music & video shoppers using supermarkets for music & video 2004-2008
- Figure 71: Demographic profile of all shoppers who use supermarkets for music & video (%) 2008
- Figure 72: Demographic profile of all female shoppers who use supermarkets for music & video (%) 2008
- Figure 73: Demographic profile of all male shoppers who use supermarkets for music & video (%) 2008
- Figure 74: Shoppers using the music & video department (%) 2008
- Figure 75: Retailer share of all music & video shoppers (%) 2008
- Figure 76: Demographic index of supermarket shoppers compared with all music & video shoppers 2008
- Figure 77: Demographic index of music & video shoppers compared with all supermarket shoppers 2008
- Figure 78: Percentage of all supermarket shoppers using the channel for personal care 2004-2008
- Figure 79: Percentage of all personal care shoppers using supermarkets for personal care 2004-2008
- Figure 80: Demographic profile of all shoppers who use supermarkets for personal care (%) 2008
- Figure 81: Demographic profile of all female shoppers who use supermarkets for personal care (%) 2008
- Figure 82: Demographic profile of all male shoppers who use supermarkets for personal care (%) 2008
- Figure 83: Shoppers using the personal care department (%) 2008
- Figure 84: Retailer share of all personal care shoppers (%) 2008
- Figure 85: Demographic index of supermarket shoppers compared with all personal care shoppers 2008
- Figure 86: Demographic index of personal care shoppers compared with all supermarket shoppers 2008
- Figure 87: Percentage of all consumers who use Asda 2004-2008
- Figure 88: Percentage of all supermarket shoppers who use Asda 2004-2008
- Figure 89: Asda sector shares (%) 2008
- Figure 90: Percentage of all consumers using Asda by demographic group 2008
- Figure 91: Demographic index of all Asda shoppers compared with all supermarket shoppers 2008
- Figure 92: Demographic profile of all Asda shoppers (%) 2008
- Figure 93: Demographic profile of all female Asda shoppers (%) 2008
- Figure 94: Demographic profile of all male Asda shoppers (%) 2008
- Figure 95: What Asda shoppers use it for (%) 2008
- Figure 96: Asda sectors shopped (%) 2008
- Figure 97: Asda cross-sector participation 2004-2008
- Figure 98: Demographic profile of Asda cross-sector participation 2008
- Figure 99: Percentage of Asda shoppers using other supermarkets 2008
- Figure 100: Percentage of all consumers who use Morrison 2004-2008
- Figure 101: Percentage of all supermarket shoppers who use Morrison 2004-2008
- Figure 102: Morrison sector shares (%) 2008
- Figure 103: Percentage of all consumers using Morrison by demographic group 2008
- Figure 104: Demographic index of all Morrison shoppers compared with all supermarket shoppers 2008
- Figure 105: Demographic profile of all Morrison shoppers (%) 2008
- Figure 106: Demographic profile of all female Morrison shoppers (%) 2008
- Figure 107: Demographic profile of all male Morrison shoppers (%) 2008
- Figure 108: What Morrison shoppers use it for (%) 2008
- Figure 109: Morrison sectors shopped (%) 2008
- Figure 110: Morrison cross-sector participation 2004-2008
- Figure 111: Demographic profile of Morrison cross-sector participation 2008
- Figure 112: Percentage of Morrison shoppers using other supermarkets 2008
- Figure 113: Percentage of all consumers who use Sainsbury 2004-2008
- Figure 114: Percentage off all supermarket shoppers who use Sainsbury 2004-2008
- Figure 115: Sainsbury sector shares (%) 2008
- Figure 116: Percentage of all consumers using Sainsbury by demographic group 2008
- Figure 117: Demographic index of all Sainsbury shoppers compared with all supermarket shoppers 2008
- Figure 118: Demographic profile of all Sainsbury shoppers (%) 2008
- Figure 119: Demographic profile of all female Sainsbury shoppers (%) 2008
- Figure 120: Demographic profile of all male Sainsbury shoppers (%) 2008
- Figure 121: What Sainsbury shoppers use it for (%) 2008
- Figure 122: Sainsbury sectors shopped (%) 2008
- Figure 123: Sainsbury cross-sector participation 2004-2008
- Figure 124: Demographic profile of Sainsbury cross-sector participation 2008
- Figure 125: Percentage of Sainsbury shoppers using other supermarkets 2008
