Focus on Household and Health & Beauty shoppers

Understanding the HOUSEHOLD and the
HEALTH & BEAUTY shopper in the
OMNI-CHANNEL world
him! research & consulting
July 2015

© him! Ltd 2015. All rights reserved.
Understanding today’s ‘omni-shopper’, and how they
interact with YOUR category, is key to survival
Supermarkets
9.1m
adults
20%
Food
discount
ers
1.7m
4%
C-stores
1.9m
5%
Variety
discounters
6.6m
adults
15%
Outside of ‘pharmacy’, where are UK adults buying health & beauty (H&B) in a typical week?
Fore
court
1.6m
4%
Online
grocery
2.8m
adults
6%
No of UK adults who buy H&B in the last 7 days & % of total UK population
Source: him! Convenience Barometer Jan 2015

0%
20%
40%
60%
80%
100%
Supermarkets Convenience
store
Variety
discounter
Food
discounter
Online Forecourt
% of UK adults who visit channel
% of UK adults who buy H&B from channel
him! shopper data can be used to identify where
there is an opportunity to grow H&B
If an additional 1% of the current channel customer base bought H&B, it would
mean an additional… H&B purchases / week
430k 320k 250k 190k 190k 180k
NB. We can look at this for key retailers within each channel too.
Source: him! Convenience Barometer Jan 2015

Lets take a look at category penetration, by retailer
Boots
Wilkinsons
Poundland
99p Store
Asda
Waitrose
Morrisons
Tesco
Sainsbury's
Budgens
The Co-op
Aldi
Lidl
Convenience store (ave)
% who picked up a health & beauty item
(total)
Source: him! High Street 2014Source: him! High Street 2014
Our data highlights
who is over & under-
performing vs
competition in H&B.
Great for customer
conversations.

We can help you understand who is currently buying
H&B, in different channels & retailers (and who isn’t)
Introducing the H&B category shopper
NB. The shopper changes by channel
– we have data by each sub-channel & key retailers.
67% are female
34% are under 34yrs
40% have kids
17% live in a household
earning over £50k/yr
83% have a smartphone
Source: him! High Street 2014

And we can look at their current shopping habits, with
regards to H&B, and in general to help you see how this
differs across retailers.
NB. Shopper behaviour changes by channel
– we have data by each sub-channel & key retailers.
At Boots, 5% of shoppers will
fail to purchase a H&B item
(vs 1% ave)
At Poundland, 7% of shoppers will
buy a H&B item on impulse
(vs 3% ave)
At Boots, 24% of shoppers
will purchase H&B on
promotion
(vs 3% ave)

You can use him! shopper data to identify the
current barriers to purchase for H&B
How do shoppers rate H&B against these key importance's?
(where 10 is excellent)
5.0
5.5
6.0
6.5
7.0
7.5
8.0
Shoppers are
currently least
impressed with the
own label offer and
also H&B
promotions.

We can benchmark how each retailer or channel is
doing, in the eyes of the shopper
Who is getting H&B promotions right (& not so right)?
(based on satisfaction rating, where 10 is excellent)
4.0
4.5
5.0
5.5
6.0
6.5
7.0
7.5
8.0
Price
Promotions
Highest scoring
retailers:

What it means for retailers and suppliers
Shopper satisfaction ratings for
• Range
• Pack size
• On shelf availability
• Own label
• Well known brands
• Quality
• Ease of shop
• Price
• Value for money
• Promotions
Can help you to
• Identify weaknesses in the
category overall
• Identify opportunities for
certain retailers to improve
• Ensure your range reviews
and customers conversations
are based on fact, not
assumptions
• Track improvements over
time

It’s not just satisfaction ratings, we capture shoppers
opinions on various aspects of the category…
… highlighting where there may be an issue or
opportunity at certain retailers.
At Waitrose, 13% of shoppers
think their own label range is
BETTER than national brands
(vs 8% ave)
At Morrisons, 40% of shoppers
are prepared to pay more for a
well known brands vs the own
label brand
(vs 35% ave)
At Wilkinsons, 28% of shoppers
would like to see a wider
range of H&B brands
At Co-op, only 38% of shoppers
are satisfied with the current
H&B range

© him! Ltd 2015. All rights reserved.© him! Ltd 2015. All rights reserved.
Educate internal
colleagues /
teams on the
channel
Win listings and
increased space
in key retailers
Have a powerful
selling story to
take to the
channel about
their category
Have credible
and independent
research to take
to key customer
meetings
We have helped our existing clients with the
following…we can help you too!

Who are him!
 Research based retail consultancy since 1967
 Regarded as industry specialists in speaking
to shoppers and retailers
 We conduct the biggest face-to-face
research study in the UK and have done
for over 20 years
 We achieve the highest strike rates of
interviews in the industry
The voice of
the UK
shoppers
Over
100,000
shopper
interviews

Copyright © 2012 HIM Ltd © him! Ltd 2014. All rights reserved.
*You can understand how your categories are performing across the
different channels and individual retailers*
We speak to over 7,000 shoppers who visit
these channels & retailers:
Supermarkets
Food
Discounters
Frozen
Specialists
High Street
retailers
Fixed price
retailers

And further 20,000 shoppers who visit these
convenience retailers
Over 20,000 interviews across England,
Scotland, Wales & Northern Ireland
Face-to-face in stores speaking to shoppers as
they enter and exit the store capturing moment of
truth responses
Research covers all days of the week and from
7am – 10pm each day. Conducted between 16th
Feb – 12th April 2015
BP, Shell & Esso interviews captured
online with respondents who had shopped in the
store in the last 7 days and asked about that
specific shopping trip

Our monthly shopping barometer surveys allow us to
keep in touch with the very latest shopping trends
Online
monthly
survey
Sample
size:
1,000
Tracking
across all
grocery
channels
Retailer &
category
specific
tracking
Insights across
channels capturing
grocery shopping
habits throughout
the year.
Online
SupermarketsConvenience
stores
Food
discounters
Variety
discounters
Forecourts

© him! Ltd 2015. All rights reserved.© him! Ltd 2015. All rights reserved.
We also give you consultancy support and a
dedicated client manager
We have a strong team at him! with a large amount of
experience including: Category management, shopper journey
mapping, focus group facilitation, questionnaire planning and
writing, workshop facilitation, correlation analysis, consumer and
shopper segmentation and more.
At him! we want to become an extension of your team, so that you don’t have to
spend time turning insight into action. We are consultants and you should use us
strategically to help your business grow in the sector.

Focus on Household and Health & Beauty shoppers

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