About Evolution Insights
Evolution offer a range of products &
services for clients in the field of shopper
Evolution’s off the shelf research
publications deliver affordable insight into
shopper motivation and behaviours in UK
food, drink and grocery
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
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
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
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.
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offering analysis and commentary on topical shopper issues.
Brand equity is made up of
the following components...
Shopper recognition of
the existence and
availability of a
company’s product (or
service). This is
The perceived quality
brand associations, it
may not be
representative of a
products actual quality.
The feelings, beliefs
shoppers have about
to a brand and making
repeat purchases. This
is explored throughout
this research with
Word of mouth
of image by
Brand loyalty is the measure of a consumer or shopper’s commitment (or not) to repeatedly purchase
a particular brand, despite the efforts of competing brands to influence their behaviour otherwise.
In addition to repeat purchasing
behaviour, brand loyalty is also
often demonstrated by the
consumer or shopper endorsing
the brand to friends and family
through word of mouth.
True brand loyalty can enable
brands to command a premium
over their competitors, in some
cases even where there are
alternatives of equal or even
higher quality available at a
Brand loyalty is driven by a
number of different complex
factors, ranging from heritage,
perceived quality and
consistency; to trust, image and
satisfaction to date.
This research examines 10 proxy categories (SEE PAGE 13), looking at the different aspects of brand
By looking at brand repertoire we are able to identify both the conscious and sub conscious
consideration set, as well as both brand loyalty and awareness.
Aware But Would Not Buy
Would Buy If Favourite(s) Not Available
Food and grocery shoppers are very rarely entirely loyal to a single brand. Their brand
consideration set instead typically encompasses a number of brands they are familiar with and
would consider buying. This ‘repertoire’ often serves as an effective means to edit choice quickly
for shoppers. The challenge for brands is get into shopper’s awareness set, then into
the repertoire and finally to be the preferred choice.
A brand is a way of differentiating a product or service from others in the market, by using a brand
name, symbol, logo etc. Powerful brand names have gained positive brand equity by resonating in the
shopper’s mind, being associated with good quality and credibility.
Each year the top brands are listed by Interbrand (and others such as Forbes), incorporating both macro
and micro environmental aspects; such as the wider market and financial data.
This research focuses solely on shoppers, however it is interesting to see the best performing global
Interbrand’s Best Global Brands 2013
Shopper Perceptions – Categories Regularly on Offer
The percentage of shoppers that think the following categories are REGULARLY ON OFFER:
61% of shoppers think
that carbonated drinks are regularly on offer
46% 43% 40% 42%
41% 40% 40% 39% 37%
Antiperspirant Crisps Butter & Spreads
Tea Bags Sliced White Bread Instant Coffee Premium Ice Cream
Shoppers & Price Promotion
The higher the perceived regularity of the offer, the higher the
chance that shoppers will buy the product when on offer.
Some shoppers will wait for the product to be on offer before they
purchase it, and in some cases believe the special offer price to be
the normal selling price.
Brand Equity – How We Are Measuring It Within This Report
This research determines brand equity by comparing how much shoppers think branded
goods cost in comparison to own label goods (apart from chocolate single bars).
Brand equity is a product of shopper perceptions and attitudes, thus giving added value
to a product. The following example shows how this research quantifies brand equity
using price perception.
If shoppers think that own label baked beans cost 15p
and Heinz baked beans cost 68p, then Heinz has a brand
equity of 53p.
Therefore to calculate the brand equity we have
taken the difference of the perceived product costs,
so the product is 22% of the cost, and the brand
equity is 78% for Heinz Baked Beans against the
own label version.
Brand Equity = 53p
For each of the 10 proxy categories
in this research we have taken the
most popular brand (by sales) and
used the most common price as the
The purpose of setting the
benchmark is so that we can
evaluate shopper price perceptions
in comparison to the leading brand.
This is in order to gauge a good
understanding of brand equity, using
both the benchmark price, and the
perceived own label price.
Secondary and desk
• Evolution carries out a preliminary survey of around
100 shoppers, to test questions for the main survey.
• Detailed secondary and desk research is conducted to
define the topic area, macro drivers and trends, scope
and examples of within the research topic.
• Initial insights gained are used to help further design
the main survey.
• A main survey is completed by at least 1,000 UK
adults who are the primary household shopper for
food & grocery.
• 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.
Source: Evolution Insights
Evolution Insights Ltd
32 Sovereign Street
Telephone: 0113 336 6035
Company No. 07006001
Country of Incorporation: United Kingdom