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Shopper Missions in F&G 2012


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This report takes an in-depth look at Shopper Missions and examines shoppers’ behaviour across all missions in relation to frequency, patterns, channel, planning, spend and more.
A ‘mission’ is the original reason the shopper embarked on a particular shopping trip. It is not as effective to take a retrospective only look at what they ended up doing, therefore our research uses methodologies to establish the original reasons for their trip, and what they intended to buy. In this way we could establish what they had bought that they hadn’t intended to…and why.
We know that there are 100’s of possible reasons why people carry out a shopping occasion, but for the purpose of research it is necessary to classify these into certain groups. Taking into account the motives of shoppers when carrying out their food & grocery shop we have segmented them into three main mission types…
This report will:
-Identify & define the different Shopper Missions
-Look at frequency, and shopper types identified with the missions
-Find which channels are related with which missions
-See how spend varies across missions
-Investigate the differences in planning of individual items, meals, and shops

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Shopper Missions in F&G 2012

  1. 1. Shopper Missions in the UK Food& Grocery Market 2012SAMPLE EXTRACT Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Tel: 0113 389 1038 1
  2. 2. About Evolution InsightsEvolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespokeresearch for manufacturers, retailers and agencies. Our research and analysis helps Evolution offer a range of products & services for clients develop targeted shopper clients in the field of shopper research:- marketing initiatives designed to Off-the-shelf research influence shoppers at the point of purchase. 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 We use a range of research shopper research projects in advance of publication, tailoring the scope to suit your methodologies to discover genuine needs insights. Our research incorporates a broad spectrum of robust Bespoke Consulting qualitative and quantitative research techniques. 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. As a leading publisher of shopper research, we are ideally placed to offer your business actionable Further information is available at our shopper insight. website http://www.evolution- Visit and sign up for Reflections, our free quarterly newsletter offering analysis and commentary on topical issues 2
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  4. 4. ContentsReport Summary 7 Main Shop 43 8 Introduction 44Executive Summary 9 Shoppers’ Definition 45Main Shop 10 Spend/Trips 46Top-up Shop 11 Frequency 47Meal For Tonight 12 Day of the Week 48On The Go 13 Shopper pattern 49Channels Overview 14 Channel Choice 50Planning 15 Store Choice 51Spend 17 Drivers of channel choice 52 Spend per Occasion 53Methodology & Key 18 Summary 54Methodologies 19Key 20 Top-up Shop 55 Introduction 56Shopper Missions: Framework 22 Shoppers’ Definition 57Introduction to Shopper Missions 23 Shoppers Comments 58Shopper Missions 24 Definition 59Shopper Mission Definition 26 The Macro Environment 60Path to Purchase 28 Trends From Abroad 61The Shopper Context 30 Innovations 62The Mission Context 31 Spend/Trips 64 Frequency 65Shopper Missions - Overview 32 Day of the Week 66Introduction 33 Purpose 67Definition 34 Shopper pattern 68Main Shop - Snapshot 35 Channel Choice 69Top-up Shop - Snapshot 36 Store Choice 70Meal for Tonight- Snapshot 37 Drivers of channel choice 71Mission - Spend/Trips 38 Shopping Lists 72Mission - Channel 39 Spend per Occasion 73Mission - Life stage 41 Summary 74Summary 42 Kerry Foods - Shopper Missions Report Spring 2012 4
  5. 5. ContentsMeal For Tonight 75 Online 107Definition 76 Introduction 108Shoppers Comments 77 Shopper Missions 109Spend/Trips 78 Retailer 111Frequency 79 Main Shop 112Day of the Week 80 Top-up Shop 113Shopper pattern 81 Mission profile index vs. all channels 114Channel Choice 82 Summary 115Drivers of channel choice 84Spend per Occasion (Channel Average) 85 C-Store 116Summary 86 Introduction 117 Main Shop 118On-The-Go 87 Top-up Shop 120Introduction 88 MFT 121Definition 89 Mission profile index vs. all channels 122The Market 91 Summary 123Penetration 92Eating Pattern 94 Frozen Food Stores 124Weekly Profile 95 Introduction 125Spend 96 Shopper Mission 126Barriers to Purchase 97 Mission profile index vs. all channels 127Channel share of most recent visit 99 Channel Rejections 128Summary 99 Summary 129Channel - Supermarket 100 Discount Stores 130Introduction 101 Introduction 131Main Shop 102 Shopper Mission 132Top-up Shop 103 Mission profile index vs. all channels 133MFT 104 Channel Rejections 134Mission Profile Index 105 Summary 135Summary 106 Kerry Foods - Shopper Missions Report Spring 2012 5
  6. 6. ContentsPlanning 136Introduction 137Definition 138Main Shop 139Top-up Shop 140MFT 141Definition (2) 142Meal Planning – Main shop 143Meal Planning – Top-up 144Pre-shop 145Unplanned Items – Main Shop & OTG 146Unplanned Items – Top-up 147Shoppers Comments 148Families 149Future Meal Planning 150Grouping meal ingredients in-store 152Online 153Summary 154Spend 155Introduction 156Spend per Occasion (Channel Average) 157Spend per Occasion (Supermarkets) 158Spend per Occasion (Online) 159Budgeting Online 160Spend per Occasion (Multiple C-stores) 161Spend per Occasion (Discounters & Frozen) 162Summary 163Methodology 164Glossary 167 Kerry Foods - Shopper Missions Report Spring 2012 6
  7. 7. Report SummaryThis report takes an in-depth look at Shopper Missionsin relation to the UK Food & Grocery industry.We will:Identify & define the different Shopper MissionsLook at frequency, and shopper types identified with the missionsFind which channels are related with which missionsSee how spend varies across missionsInvestigate the differences in planning of individual items, meals,and shops
  8. 8. Key (2)You will also see the following images throughout the report:Main Shop Specific Item/ Replenishment of Meal For Tonight Special Occasion General Items 8
  9. 9. Introduction to Shopper MissionsIn this section we will introduce our ShopperMission definitions. These definitions willform the basis of this report and will bereferenced throughout. By their naturemissions are complex and numerous, but canbe broadly categorised according to three keythemes.We will look at the role of missions within thewhole Path to Purchase and where it fitswithin the decision hierarchy……and how the mission is affected by both theshopper context and the mission context. 9
  10. 10. Shopper Missions (2)It is not as effective to take a retrospective only look at what they ended updoing, therefore our research use methodologies to establish the originalreasons for their trip, and what they intended to buy. In this was we couldestablish what they had bought that they hadn’t intended to…and why.Mission + Store influences = Shop Characteristics*It is always important to note that missions are not necessarily exclusive, and canoften be made up of a number of sub missions. 10
  11. 11. Shopper Missions’ Definition’s (2) A household’s main/largest shop, Main Shop which is usually planned and covers a variety of categories A shopping trip with the express purpose Meal For of buying products for consumption the Tonight same evening Relates to a Specific reactive quick trip to a store for items that Top-Up Shop Need/Occasion the consumer has run out of, desires, or for a specific occasion Replenishment A quick trip to replenish key commodity items that are perishable of staple items in nature. Buying any food and/or drink for consumption On-The-Go that day on-the-go, i.e. outside the home 11
  12. 12. Path To Purchase (2)Evolution’s Pathto PurchaseModel Category Channel Mission Channel Category Need State Type Brand ATL Consumer Shopper Decision Mind-set Hierarchy 12
  13. 13. Shopper Missions: The Mission ContextThe ‘mission context’ is Evolution’s model for relating the purpose of a particular shopping trip. Different combinations ofthe component drivers influence store choice and in-store behaviour on different missions. Drivers of the mission context: Consumer Focus Time Location shopper List Transport Occasion Liquidity constraints relationship • Lists often help focus the shopper on the task in hand, reducing their susceptibility to interruption and impulse purchases. • Transport to and from the store can influence the shopper’s behaviour in-store. Shoppers who walk or take public transport may be more constrained than those with cars in terms of their capacity to carry goods. • Occasion - While top-up missions are often quick focused trips, those for a specific occasion can be more open to marketing. • Liquidity is often variable relating to time of week/month and payment of salary, and can influence the shopper’s mental budget on a given mission. • Focus is the degree of specificity that the shopper has towards their mission, for example it may be a strict mission with little openness to interruption. • Time constraints can often influence store choice and degree of focus for the mission. • Location is the current position of the shopper, for example they may be on foot in the high street on a broader shopping trip, or they may be at home planning their top-up as a specific visit in the car. • The consumer shopper relationship reflects that fact that the shopper and consumer are not always the same. The motivations and behaviour of the shopper vary accordingly. 13
  14. 14. Mission - Spend/TripsHere we can see what proportion of the total number of shopping trips are covered by each mission, compared to theirproportion share of the total spend. Shopping Spend… 8% 15% 10% trips… 40% 22% 36% 54% 16% 14
  15. 15. Main Shop – Shoppers’ DefinitionShoppers have varying views to what a large/weekly shop actually means to them. Indeed, what could constitute a mainshop to one person (using number of categories bought only) may only constitute a top-up to another. An individualscircumstance has a big impact on this definition. I’d get distracted A weekly shop that I do one every other I shop twice each It’s pay day and I and come out with lasts me for the week week because there are week and I can do need to fill the twice as much stuff Young couple, no children only two of us at home. two full trollies fridge, freezer and if I went I tend to top up a lot. Older family fruit bowl somewhere else No children Young family Single, no family. It’s when I spend the It’s when I take my big I always go either most Because we’ve run recycled bags Post-family Friday nights orout of so much stuff Older family Sundays, there’s only Young family, multiple eggs left in the fridge! children Young familyIt’s my regular big shop, When you get your I’ve run out of a lot of cleaning shop, yourthings, we need food for shampoos, the wine, the the weekend... beer No family Older family It’s when I go on myMy list had got long enough and I own, I never take the 4 I’m buying for the rest of the week andneeded hair gel, however it’ll be a year old the weekend, I usually do today or reduced main shop because the Young family Friday – my days off. The reason I’ve boys are at the child minders all changed and decided to come to Tescoweek and we’re eating out a lot at I’ve just got back from a week’s instead of Sainsbury’s is my £5 off £50 the weekend holiday and have nothing fresh in! voucher which came from clubcard Single, no family Young family, multiple children Young family, multiple children 15
  16. 16. Top-up Shop - Shopping ListsTop-up missions are Demographic profilesby their nature of shoppers illustratetypically reactive to little variance inspecific needs. This is relation to use of areflected in the vast written shopping list.majority of top-up The exception to thisshoppers using either is elderly shoppersa written list or at aged 65-74 who, ourleast a good idea in research suggests,mind before they are the most likely toenter the store. use a written shopping list.*This refers to the items thatdrove the mission, i.e. the initialreason for their shopping trip.Whilst conducting this shop, otheritems are purchased which wereunplanned. (We are not suggestingthat 75% of items are planned) 16
  17. 17. OTG - Penetration (2) With a growth in in Great Britain aged 18-74 who did a top-up shop in the last missions bought fresh this Over 80% of adultsshopping on-the-go we examined the separate on-the-gotwo weeksto see where food.growth is coming from. All four on-the-go missions are being undertaken more regularly than last year, with the most significant growth in the breakfast on- the-go market. • The on-the-go market has grown in allPenetration of the different on-the-go shopper missions as a proportion of the UK missions, driven by increased time andpopulation financial pressures, a faster pace of life and a general change in the work life 80 balance. 70 • 23.0% of the people say that they shop 17.7% for breakfast on-the-go at least once a 8.2% week. This has increased by almost half 60 56.5 53.0 (49.4%) of last years market. 50 • 53.0% of people shop for lunch on-the-go at least once a week, making it the 40 % second most popular on-the-go mission. 30 49.4% • 17.5% of people regularly shop for 23.0 8.2% evening meals on-the-go at least once a 17.5 week, making it the least common on- 20 the-go mission. 10 • 56.5% of people buy snacks on-the-go in between meals. This market has also 0 grown compared to last year, Breakfast Lunchtime Evening Snacking (food demonstrating an increase of 17.7% in and/or drink eaten snacking on-the-go, now making it the between meals) most popular on-the go mission. 17
  18. 18. Online - Retailer Tesco’s have placed a lot of emphasis on their online propositions and in turn have become the most popular online retailer. Not only have they been successful in securing loyalty from their own supermarket shoppers, they have also attracted a significant share of shoppers from other retailers, most noticeably Morrisons’ shoppers.Online grocery retailer used by multi-channel shoppers, by offline retailer • Here we can in essence measure the 90.0 extent of store loyalty amongst shoppers. 82.1 With barriers such as location removed 80.0 when shopping online, it is interesting to 70.0 70.0 see where shoppers shop online, compared to offline. Here we can see that 60.0 Tesco shoppers are the most loyal with 50.4 50.0 47.3 82% choosing to also shop with them online. Sainsburys fair the worst with% 40.0 less than half (47%) of their in store 30.0 24.9 shoppers choosing them as their online 19.4 21.0 retailer and a quarter choosing instead to 20.0 shop online with Tesco. 12.6 6.3 7.1 7.7 8.3 10.0 3.8 3.5 2.5 5.1 1.8 1.8 5.0 5.94.2 0.5 1.00.3 0.5 0.9 0.5 1.8 1.81.2 0.8 0.0 • Perhaps of most interest is the 0.0 destination of Morrisons shoppers who Tesco Asda Sainsburys Morrisons also shop online. With Morrisons are yet to launch their online offering, and half of their online shoppers using, Grocery we suggest that Morrisons may struggle to regain the loyalty of its shoppers whom have already established comfort and has been particularly successful at not only driving high levels of routine with a different online retailer. store loyalty among Tesco shoppers, but attracting significant proportions of other Big 4 shoppers through its universal appeal and leadership in online grocery. 18
  19. 19. Planning – Definition (2) When we talk about shoppers planning to buy items, we need to think about the level of planning that takes place. There are four different levels, outlined below, that can be known for each item prior to the shop. The amount of information known tells us the level of planning that has gone into the item. The more planned the item is, the less likely the shopper is to stray. Example The shopper can know anyCategory – The category which the shopper combination of these, withplans to buy. This is the most basic the item ranging from 25%-information the shopper plans in advance. Cheese 100% planned (if they know all levels of detail).Brand – The brand the shopper plans to buy Cathedral Citywithin that category.Flavour – The flavour or type the shopperplans to buy. Mature WhiteSize – The size or quantity the shopperplans to buy. 200g 19
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  21. 21. MethodologyEvolution’s methodology • Evolution carried out a preliminary survey of around 100 shoppers to test questions for the main survey. • Detailed secondary and desk research is conducted to define Secondary Preliminary the topic area, macro drivers and trends, scope and examples and desk quantitative within the research topic. research survey • 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. Main Focus groups quantitative • Focus groups are carried out to further enhance the secondary survey research and main quantitative survey. • Accompanied shops were carried out with 20 shoppers in order to gain a better understanding of the difference between what the planning and the outcome of the shop. Shopper Accompanied • 20 shoppers kept a diary for the whole of March 2012, which Diary’s shops detailed each shop conducted in that period. Set questions were asked which the shopper filled out both pre- and prior to the shop. • Comprehensive and detailed assessment of all the data received was then used to uncover insights. Insights • Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources. 21
  22. 22. Methodology: Quantitative ResearchMain topics of questions in quantitative survey • Detailed shopper insights were gained from a survey of 1,033 Demographic profiling primary shoppers. The samples were fully representative of the UK population. Frequency of Shopper Missions (Online & Offline) and days shopped • The survey contained questions relating to topics outlined to the left – in addition to standard demographic profiling questions Retailers used and Drivers of store choice • The questions were designed to give maximum insight into shopper’s motivation and Level of planning of shop behaviour • Additional questions were asked to give further insights into general Planning of meals behaviour and attitudes into price comparisons. • The survey was carried out during Spring 2012. Spend 22
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  24. 24. GlossaryABC1C2DE – Socio demographic profile using job type (if applicable). Food Standards Authority’s traffic light system – a colour coded system toAbove the line (ATL) – Advertising using the main 5 media types of show the levels of fat, saturated fat, sugars and salt in food products.television, press, radio, cinema, and posters to promote brands. Impulse – A sudden wish or urge that prompts an unplanned act or feelingApp – A smartphone application Index - A statistical measure of change compared to an average. Journey - the path of the shopper through the website.Approach – the way a shopper typically builds their online shopping basket Main Shop - Main household shops, usually planned covering mostBBE date – Best before end date categories.Below the line (BTL) – Advertising using non-media communication. MFT – Meal for TonightTypically sales promotions as short-term incentives, largely aimed at M-commerce - buying and selling of products or services over mobileconsumers in-store. electronic systems such as the smartphonesBig Four – The largest four grocer retailers in the UK by market share. Mental budget - An often subconscious budget most shoppers possessBudget - An estimate of income and expenditure for a set period of time before and during a shopping trip, which influences overall and individual item spend.Cashback – money shoppers can claim back. Microsite – Internet website dedicated to a particular brand, using a differentCategory driver – key influences driving the growth of any given category (branded) URLChannel – Retail distribution type for example supermarket, c-store, CTN Modality – The way a shopper behaves in-store.Circumstances – The circumstances of the shopper when and where they OTG – On the GO (mission type)undertake their shop Primary shopper – the main shopper in a household.Demographic – Characteristics of the population (including sex, race, age Promotion – Discounts and offersand income). Retail driver - key influences driving a shoppers choice of retailerDigital media – digital marketing medium for example social media, mobile, Shopper context – Evolution’s model for determining the profile of andigital signage. individual shopper.Digital shopper marketing – Shopper marketing that utilises digital media Shopper marketing – Any marketing activity aimed at the shopperDisposable income – income remaining after deduction of taxes and other throughout their path to purchase.mandatory charges, available to be spent or saved as one wishes. Shopper mission – the reason/purpose of the shopping trip from the shopper’s perspective.DSM – Digital shopper marketing Smartphone – An internet enabled mobile phone device that runsE-commerce - buying and selling of products or services over electronic applications (‘apps’).systems such as the Internet and other computer networks Socio-demographic - Characteristics of the population (including sex, race,Economic climate - the general condition of the economy in a particular age and income).country or in the world Stock up mission - Planned, infrequent and typically high volume. Typicallye-retailer/e-tailer – a retailer which trades online. once a monthFavourites – a feature of some online food and grocery retailers that allows Technologically savvy – someone who is up-to-date with and uses technologyshopper to access a list of products they have bought in the past, most often regularly.or most recently. Top-up - A shopping mission to buy food and grocery for the home in between the main household shop. It excludes food and drink on the go,FMCG – Fast moving consumer goods, often used to refer to a manufacturer. newsagent products and takeawaysFood and grocery - Foodstuffs and various household supplies 24
  25. 25. Contact us Evolution Insights Ltd Prospect House 32 Sovereign Street Leeds LS1 4BJ Telephone: 0113 336 6000 e-mail: Web: Company No. 07006001 Country of Incorporation: United Kingdom © Evolution Insights Ltd. All rights reserved 25