Retailer Drivers in the UK Food & Grocery Sector 2014 SAMPLE EXTRACT
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Retailer Drivers in the UK Food & Grocery Sector 2014 SAMPLE EXTRACT

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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......

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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  • 1. Retailer Drivers in the UK Food & Grocery Sector 2014 Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Tel: 0113 389 1038 http://www.evolution-insights.com Evolution Insights: Shopper Insight Series
  • 2. 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.
  • 3. Contents Key Findings and Summary 5 Retailer Drivers: Value 35 Introduction 36 Introduction 7 Rating by Mission 37 Retailer Drivers – Key 9 Importance by Demographic 39 Primary Store - Definition 10 Importance by Mission 40 Scale 11 Primary and Non Primary Perceptions by Retailer 42 Summary 43 Market Share Vs. Shopper Share 12 Market Share by Retailer 13 Retailer Drivers: Price 44 Store Estate 14 Introduction 45 Shopper Share by Retailer and Mission 15 Rating by Mission 46 Criteria Ratings by Mission 16 Importance by Demographic 48 Importance by Mission 49 Retailer Drivers: Range 17 Primary and Non Primary Shopper Perceptions by Retailer 51 Introduction 18 Summary 52 Rating by Mission 19 Importance by Demographic 21 Retailer Drivers: Location 53 Importance by Mission 22 Introduction 54 Primary and Non Primary Shopper Perceptions by Retailer 24 Rating by Mission 55 Summary 25 Importance by Demographic 57 Importance by Mission 58 Retailer Drivers: Quality 26 Number of Stores Within 2 Miles of Shoppers’ Homes 59 Introduction 27 Distance Travelled to Store by Mission 60 Rating by Mission 28 Overall Retailer Distance from Shoppers’ Homes 61 Importance by Demographic 30 The ‘Drive Past’ Concept 62 Importance by Mission 31 ‘Drive Past’: Main Shop 63 Primary and Non Primary Shopper Perceptions by Retailer 33 ‘Drive Past’: Top Up Shop 66 Summary 34 ‘Drive Past’: Meal For Tonight 70 Summary 74 Methodology 75
  • 4. 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
  • 5. 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.
  • 6. Demographic Main Shop Top Up Meal for Tonight Average 8.8 6.8 7.5 Gender Male 8.6 6.7 7.3 Female 8.9 7.0 7.6 Age 18-24 8.6 6.5 7.2 25-34 8.6 6.8 7.5 35-44 8.7 6.9 7.5 45-54 8.8 6.9 7.3 55-64 8.9 6.8 7.6 65+ 9.0 6.8 7.5 Social Class AB 8.8 6.8 7.3 C1 8.7 6.7 7.5 C2 8.9 7.1 7.8 DE 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
  • 7. Range – Primary and Non Primary Shopper Perceptions by Retailer P e r c e p t i o n 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
  • 8. Number of Stores Within 2 Miles of Shoppers’ Homes 0.5 Mile Radius 1 Mile Radius 2 Mile Radius 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
  • 9. Overall Retailer Distance from Shoppers’ Homes The Average Distance of each Fascia from Shoppers’ Homes (Miles) Supermarket Superstore Local 2.1 2.6 2.7 3.03.0 3.0 3.1 3.2 3.2 3.3 3.5 3.5 3.6 3.7 1.9 *Shoppers who answered ‘Don’t Know’ have not been included
  • 10. 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
  • 11. 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
  • 12. Contact us Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Telephone: 0113 336 6035 e-mail: craig.bradley@evolution-insights.com Web: http://www.evolution-insights.com Company No. 07006001 Country of Incorporation: United Kingdom