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This report focuses on the five main retailer drivers: Location, Price, Quality, Value and Range. Our research covers how important each criteria is to shoppers by mission, and looks at the needs/wants of the different demographics.
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Retailer Drivers in the UK Food & Grocery Sector 2014
Evolution Insights LtdProspect House
32 Sovereign StreetLeeds
LS1 4BJTel: 0113 389 1038
http://www.evolution-insights.com
Evolution Insights: Shopper Insight Series
About Evolution Insights
Evolution offer a range of products & services for clients in the field of shopper research:
Off-the-shelf research
Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery
Insight Plus
Insight Plus offers your business the opportunity to engage in any of our regular shopper research projects in advance of publication, tailoring the scope to suit your needs
Bespoke Consulting
As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements
Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase.
We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques.
As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight.
Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies.
Sign up for Shopper Trend Report, our free monthly newsletter offering analysis and commentary on topical shopper issues.
Contents
Key Findings and Summary 5 Retailer Drivers: Value 35Introduction 36
Introduction 7 Rating by Mission 37Retailer Drivers – Key 9 Importance by Demographic 39Primary Store - Definition 10 Importance by Mission 40Scale 11 Primary and Non Primary Perceptions by Retailer 42
Summary 43Market Share Vs. Shopper Share 12Market Share by Retailer 13 Retailer Drivers: Price 44Store Estate 14 Introduction 45Shopper Share by Retailer and Mission 15 Rating by Mission 46Criteria Ratings by Mission 16 Importance by Demographic 48
Importance by Mission 49Retailer Drivers: Range 17 Primary and Non Primary Shopper Perceptions by Retailer 51Introduction 18 Summary 52Rating by Mission 19Importance by Demographic 21 Retailer Drivers: Location 53Importance by Mission 22 Introduction 54Primary and Non Primary Shopper Perceptions by Retailer 24 Rating by Mission 55Summary 25 Importance by Demographic 57
Importance by Mission 58Retailer Drivers: Quality 26 Number of Stores Within 2 Miles of Shoppers’ Homes 59Introduction 27 Distance Travelled to Store by Mission 60Rating by Mission 28 Overall Retailer Distance from Shoppers’ Homes 61Importance by Demographic 30 The ‘Drive Past’ Concept 62Importance by Mission 31 ‘Drive Past’: Main Shop 63Primary and Non Primary Shopper Perceptions by Retailer 33 ‘Drive Past’: Top Up Shop 66Summary 34 ‘Drive Past’: Meal For Tonight 70
Summary 74
Methodology 75
Overall Store Estate All Channels
Supermarkets/Superstores/Hypermarkets
Convenience Stores
3146 Stores 768 Stores 2378 Stores
2900 Stores 2900 Stores
1016 Stores 583 Stores 523 Stores
924 Stores 924 Stores N/A
766 Stores 562 Stores 204 Stores
650 Stores 650 Stores N/A
580 Stores 580 Stores N/A
569 Stores 497 Stores 72 Stores
512 Stores 512 Stores N/A
336 Stores 291 Stores 45 Stores
Store Estate by Retailer and Channel (Approximate as of January 2014)
Store Estate
Introduction
Location Price Quality Value Range
This report focuses on the five main retailer drivers: Location, Price, Quality, Value and Range. Our research covers how important each criteria is to shoppers by mission, and looks at the needs/wants of the different demographics.
This research will help you to understand the needs of the shopper through a ranking/rating system. We asked shoppers to rate the importance of each criteria from 1-10 for each criteria with 1 being Unimportant and 10 being Essential.
The following icons will be used throughout this report in conjunction with the mission and store icons shown on P9.
Demographic Main Shop Top Up
Meal for Tonight
Average 8.8 6.8 7.5Gender Male 8.6 6.7 7.3
Female 8.9 7.0 7.6
Age 18-24 8.6 6.5 7.225-34 8.6 6.8 7.535-44 8.7 6.9 7.545-54 8.8 6.9 7.355-64 8.9 6.8 7.665+ 9.0 6.8 7.5
Social Class AB 8.8 6.8 7.3C1 8.7 6.7 7.5C2 8.9 7.1 7.8DE 8.8 6.9 7.5
Families 1 or more children (under the age of 16) living at home
8.8 7.1 7.6
Range – Importance by Demographic
Range – Primary and Non Primary Shopper Perceptions by Retailer
Perception
Worst Range
Best Range
People who shop primarily at each of the following retailers say…
People who do not primarily shop at the following retailers think…
8.5
8.5
8.2
8.0
8.0
7.8
7.3
6.9
6.7
6.7
7.8
7.5
7.3
7.1
7.1
6.9
6.7
5.6
5.5
5.5
Number of Stores Within 2 Miles of Shoppers’ Homes
0.5 Mile Radius
1 Mile Radius
2 MileRadius
1.03 Stores
2.37 Stores
4.23 Stores
Shoppers On Average have the Following Number of Stores* Within 2 Miles of their Home
*Store refers to any fascia
Overall Retailer Distance from Shoppers’ Homes
The Average Distance of each
Fascia from Shoppers’ Homes
(Miles)
SupermarketSuperstore
Local
2.1
2.62.7
3.03.03.0
3.1
3.23.2
3.3
3.53.5
3.6
3.7
1.9
*Shoppers who answered ‘Don’t Know’ have not been included
Secondary and Desk Research
Preliminary Quantitative Survey
Main Quantitative SurveyInsights
The main survey was completed by 5,000 primary UK food and grocery shoppers.
Comprehensive and detailed assessment of all the data received was then used to discover insights.
Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources.
Evolution’s consultants also maintain close relationships with industry figures across retailers and manufacturers.
Methodology
Evolution’s methodology
Detailed shopper insights were gained from a survey of 5000 UK primary grocery shoppers. The samples were fully representative of the UK population.
The questions were designed to give maximum insight into shoppers true beliefs and behaviours.
The survey was carried out online during 2013.
Methodology: quantitative survey
Perception of retailers
Characteristics important to missions
Behaviour by mission
Where the respondent shops and how frequently
Location of closest retailers
Demographic profiling
Topics of questions in quantitative survey
Contact us
Evolution Insights Ltd
Prospect House32 Sovereign Street
LeedsLS1 4BJ
Telephone: 0113 336 6035
e-mail: [email protected]
Web: http://www.evolution-insights.com
Company No. 07006001Country of Incorporation: United Kingdom
