How Britain Shops 2014 Food & Grocery | Verdict Consumer Report

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

Scope

Levels of loyalty amongst all grocery shoppers have increased in 2014, despite only three retailers registering increases in loyalty.

Over half of UK grocer shoppers state that price is the reason they are loyal to a particular grocer rather than another, indicating quite how much pressure consumers continue to find themselves under in 2014

Reasons to buy

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

Table of Contents

1 Overview

2 Main Conclusions

2.1 Many grocery shoppers feeling worse off

2.2 Gender balance as more shop for food

2.3 Significant proportion shop weekly, but most shop more often…

2.4 …though this isn’t a national trend

2.5 Despite recent turmoil, Tesco dominates the sector

2.6 Shopping around is rife

2.7 Smaller stores fail to impress

3 Sector Analysis

3.1 Sector summary

3.1.1 Shoppers spending more, despite many feeling worse off

3.2 Shopping frequency

3.2.1 Weekly shop prevails, but high percentage shop more often

3.3 Channel spend

3.3.1 Less than one third of shoppers used online home delivery

3.4 Penetration of shoppers

3.4.1 Vast majority of females shop for grocery

3.5 Conversion

3.5.1 Necessity drives grocery conversion

3.6 Shopping around

3.6.1 Shoppers in the north are less loyal

4 Retailer Ratings

4.1 Importance of shopping drivers

4.1.1 Shoppers care little for online, with value high on the agenda

4.2 Retailer ratings

4.2.1 Exclusively smaller chains consistently underperform

5 Methodology

5.1 Access to additional data

6 Appendix

6.1 About Verdict Retail

6.2 Disclaimer

List of Tables

Table 1: Frequency of food & grocery shopping trips by region (%), 2015

Table 2: Frequency of food & grocery shopping trips by demographics (%), 2015

Table 3: Channels used in the last year by food & grocery shoppers by region (%), 2015

Table 4: Channels used in the last year by food & grocery shoppers by demographics (%), 2015

Table 5: Top 10 retailers’ share of regiol food & grocery shoppers (%), 2015

Table 6: Average conversion of food & grocery retailers by region (%), 2015

Table 7: Food & grocery retailer ratings for shopping drivers (rated out of 10), 2015

Table 8: Food & grocery retailer ratings for shopping drivers (rated out of 10), 2015

Table 9: Food & grocery retailer ratings versus driver importance, 2015

Table 10: Food & grocery retailer ratings versus driver importance, 2015

Table 11: Sample sizes by sector, 2015

List of Figures

Figure 1: Regiol breakdown of shopping frequency, 2015

Figure 2: Cumulative difference, rating versus importance on all satisfaction measures, 2015

Figure 3: How much better off food & grocery shoppers feel compared to last year (%), 2015

Figure 4: How much extra food & grocery shoppers feel they are spending compared to last year (%), 2015

Figure 5: Food & grocery share of shoppers (%), 2015

Figure 6: Demographic profile of food & grocery shoppers (%), 2015

Figure 7: Frequency of food & grocery shopping trips (%), 2015

Figure 8: Channels used in the last year by food & grocery shoppers (%), 2015

Figure 9: Percentage of consumers who shop for food & grocery by demographics (%), 2015

Figure 10: Percentage of consumers who shop for food & grocery by region (%), 2015

Figure 11: Percentage of food & grocery shoppers visiting the top 10 retailers (%), 2015

Figure 12: Percentage of food & grocery shoppers purchasing from the top 10 retailers (%), 2015

Figure 13: Proportion of shoppers who are frequent or occasiol shoppers at the top 10 food & grocery retailers (%), 2015

Figure 14: Average rate of conversion for all sectors (%), 2015

Figure 15: Top 10 retailers’ conversion for food & grocery (%), 2015

Figure 16: Average number of food & grocery retailers each shopper visited and purchased from in the last year, 2015

Figure 17: Average number of food & grocery retailers purchased from by region, 2015

Figure 18: Average number of other food & grocery retailers purchased from for the top 10 retailers, 2015

Figure 19: Importance of shopping drivers to food & grocery shoppers (rated out of 10), 2015

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