Abstract
Overview
Introduction
Verdict Research: How Britain Shops 2008: Personal Care provides a detailed overview of customers' shopping habits. The report looks at the socio-economic and demographic profile of personal care shoppers, where they shop and whether they are satisfied with their main store for personal care. The report also looks at what retailers should do to satisfy customers more and lists the key competitors.
Scope
- A thorough analysis of the way customers shop in the personal care sector, complete with profiles of the following eight retailers:
- Alliance Boots, Asda, Avon, Morrison, Sainsbury, Superdrug, Tesco, Wilkinson.
- Each report provides visitor and main user shares, conversion rates, loyalty rates with analysis and key competitors.
- Data is segmented regionally and by demographic and socio-economic group. Five year historic data is provided so trends can be analysed further.
Highlights
Grocers continue to steal share. Collectively the Big Four have improved their share of main users from 41.2% in 2007 to 42.1% in 2008. And with further expansion on the cards, the Big Four look set to continue their upward march.
Retailers have to justify value. With price becoming a less frequently mentioned driver of loyalty, retailers need to turn their attention to range, which continues to exert itself as the primary driver of loyalty mentioned by 52.6% of main users, compared to 51.1% in 2007.
Loyalty is now at its lowest point in the past five years. After a small improvement in 2007, Loyalty has fallen to just 82.9%, but consumers remain the most loyal of the eight sectors profiled in our How Britain Shops series.
Reasons to Purchase
- How Britain Shops is one of the most comprehensive studies of its kind drawing on a nationwide survey of 6,000 shoppers.
- Use this report to understand what drives the loyalty of your customers and find out where they also shop.
- Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.
Table of Contents
- CHAPTER 1 INTRODUCTION
- What is cDNA?
- CHAPTER 2 EXECUTIVE SUMMARY
- Key Findings
- Retailer Highlights
- Profile of Personal Care Shoppers
- Penetration of Personal Care Shoppers
- Retailer Usage
- Main User Share by Region
- Conversion Rates
- Shopping Around
- Loyalty
- Drivers of Loyalty/Disloyalty
- CHAPTER 3 ALLIANCE BOOTS
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 4 ASDA
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 5 AVON
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 6 MORRISON
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 7 SAINSBURY
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 8 SUPERDRUG
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 9 TESCO
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 10 WILKINSON
- Key Findings
- Visitors
- Main Users
- Conversion Rates
- Conversion Rates
- Loyalty
- Competitors
- CHAPTER 11 APPENDIX
- Basic methodology
- The selection of parliamentary constituencies
- Metropolitan county
- Other 100% urban
- Mixed urban/rural
- Rural
- The selection of enumeration districts
- The selection of respondents
- Post survey weighting
- List of Tables
- Table 1: Profile of personal care shoppers by region2008
- Table 2: % of active personal care shoppers regularlyusing each retailer 2004-2008
- Table 3: Share of active personal care shoppers using agiven retailer as their main store 2004-2008
- Table 4: Share of active personal care shoppers naming aretailer as their main store - by TV region 2008
- Table 5: Average rate of conversion from visitor to mainuser - by TV region 2008 (%)
- Table 6: Average number of other stores used - by TVregion 2008
- Table 7: % of personal care shoppers that are loyal totheir main store - by TV region 2008
- Table 8: Detailed drivers of loyalty 2008
- Table 9: Personal care loyalty scores by retailer2004-2008
- Table 10: Personal care disloyalty scores by retailer2004-2008
- Table 11: What disloyal users preferred about otherpersonal care stores 2004-2008
- Table 12: Visitor share by region 2008
- Table 13: Main user share by region 2008
- Table 14: Conversion rates by region 2008
- Table 15: Loyalty by region 2008
- Table 16: Drivers of loyalty 2008
- Table 17: Drivers of disloyalty 2008
- Table 18: Potential change 2008
- Table 19: Top retailers used in other sectors 2008
- Table 20: Other personal care stores used 2004-2008
- Table 21: Visitor share by region 2008
- Table 22: Main user share by region 2008
- Table 23: Conversion rates by region 2008
- Table 24: Loyalty - by region 2008
- Table 25: Drivers of loyalty 2008
- Table 26: Drivers of disloyalty 2008
- Table 27: Potential change 2008
- Table 28: Top retailers used in other sectors 2008
- Table 29: Other personal care stores used 2004-2008
- Table 30: Visitor share by region 2008
- Table 31: Main user share by region 2008
- Table 32: Conversion rates by region 2008
- Table 33: Loyalty by region 2008
- Table 34: Drivers of loyalty 2008
- Table 35: Drivers of disloyalty 2008
- Table 36: Potential change 2008
- Table 37: Top retailers used in other sectors 2008
- Table 38: Other personal care stores used 2004-2008
- Table 39: Visitor share by region 2008
- Table 40: Main user share by region 2008
- Table 41: Conversion rates by region 2008
- Table 42: Loyalty by region 2008
- Table 43: Drivers of loyalty 2008
- Table 44: Drivers of disloyalty 2008
- Table 45: Potential change 2008
- Table 46: Top retailers used in other sectors 2008
- Table 47: Other personal care stores used 2004-2008
- Table 48: Visitor share by region 2008
- Table 49: Main user share by region 2008
- Table 50: Conversion rates by region 2008
- Table 51: Loyalty by region 2008
- Table 52: Drivers of loyalty 2008
- Table 53: Drivers of disloyalty 2008
- Table 54: Potential change 2008
- Table 55: Top retailers used in other sectors 2008
- Table 56: Other personal care stores used 2004-2008
- Table 57: Visitor share by region 2008
- Table 58: Main user share by region 2008
- Table 59: Conversion rates by region 2008
- Table 60: Loyalty by region 2008
- Table 61: Drivers of loyalty 2008
- Table 62: Drivers of disloyalty 2008
- Table 63: Potential change 2008
- Table 64: Top retailers used in other sectors 2008
- Table 65: Other personal care stores used 2004-2008
- Table 66: Visitor share by region 2008
- Table 67: Main user share by region 2008
- Table 68: Conversion rates by region 2008
- Table 69: Loyalty by region 2008
- Table 70: Drivers of loyalty 2008
- Table 71: Drivers of disloyalty 2008
- Table 72: Potential change 2008
- Table 73: Top retailers used in other sectors 2008
- Table 74: Other personal care stores used 2004-2008
- Table 75: Visitor share by region 2008
- Table 76: Main user share by region 2008
- Table 77: Conversion rates by region 2008
- Table 78: Loyalty by region 2008
- Table 79: Drivers of loyalty 2008
- Table 80: Drivers of disloyalty 2008
- Table 81: Potential change 2008
- Table 82: Top retailers used in other sectors 2008
- Table 83: Other personal care stores used 2004-2008
- Table 84: Sample sizes by sector 2008
- List of Figures
- Figure 1: Personal care share of shopper 2004-2008 (%)
- Figure 2: Profile of personal care shoppers by gender2004-2008 (%)
- Figure 3: Profile of personal care shoppers by agebracket 2004-2008 (%)
- Figure 4: Profile of personal care shoppers bysocio-economic class 2004-2008 (%)
- Figure 5: % of consumers who shop for personal care bydemographics 2008
- Figure 6: % of consumers who shop for personal care byTV region 2008
- Figure 7: Concentration of main user share of Top Fiveretailers 2006
- Figure 8: Concentration of main user share of Top Fiveretailers 2007
- Figure 9: Concentration of main user share of Top Fiveretailers 2008
- Figure 10: Average rate of conversion from visitor tomain user 2004-2008 (%)
- Figure 11: Rate of conversion from visitors to mainusers - by retailer 2008 (%)
- Figure 12: Average number of other stores used 2004-2008
- Figure 13: Average number of other stores used - byretailer 2008
- Figure 14: % of personal care shoppers that are loyal totheir main store 2004-2008
- Figure 15: % of personal care shoppers that are loyal totheir main store - by demographic group 2008
- Figure 16: % of personal care shoppers that are loyal totheir main store - by retailer 2008
- Figure 17: Percentage point change in loyalty ratessince last year by retailer 2008
- Figure 18: Percentage point change in loyalty ratessince last year by retailer 2008
- Figure 19: Visitor share 2004-2008 (%)
- Figure 20: Visitor share - by demographic group 2008 (%)
- Figure 21: Main user share 2004-2008 (%)
- Figure 22: Main user share by demographic group 2008 (%)
- Figure 23: Conversion rates 2004-2008 (%)
- Figure 24: Conversion rates by demographic group 2008(%)
- Figure 25: Loyalty 2004-2008 (%)
- Figure 26: Loyalty by demographics 2008 (%)
- Figure 27: Preference stores 2008 (%)
- Figure 28: Shopping around 2004-2008
- Figure 29: Visitor share 2004-2008 (%)
- Figure 30: Visitor share by demographic group 2008 (%)
- Figure 31: Main user share 2004-2008
- Figure 32: Main user share by demographic group 2008 (%)
- Figure 33: Conversion rates 2004-2008 (%)
- Figure 34: Conversion rates by demographic group 2008(%)
- Figure 35: Loyalty 2004-2008 (%)
- Figure 36: Loyalty - by demographics 2008 (%)
- Figure 37: Preference stores 2008 (%)
- Figure 38: Shopping around 2004-2008
- Figure 39: Visitor share 2004-2008 (%)
- Figure 40: Visitor share by demographic group 2008 (%)
- Figure 41: Main user share 2004-2008 (%)
- Figure 42: Main user share by demographic group 2008 (%)
- Figure 43: Conversion rates 2004-2008 (%)
- Figure 44: Conversion rates by demographic group 2008(%)
- Figure 45: Loyalty 2004-2008 (%)
- Figure 46: Loyalty by demographics 2008 (%)
- Figure 47: Preference stores 2008 (%)
- Figure 48: Shopping around 2004-2008
- Figure 49: Visitor share 2004-2008 (%)
- Figure 50: Visitor share by demographic group 2008 (%)
- Figure 51: Main user share 2004-2008 (%)
- Figure 52: Main user share by demographic group 2008 (%)
- Figure 53: Conversion rates 2004-2008 (%)
- Figure 54: Conversion rates by demographic group 2008(%)
- Figure 55: Loyalty 2004-2008 (%)
- Figure 56: Loyalty by demographics 2008 (%)
- Figure 57: Preference stores 2008 (%)
- Figure 58: Shopping around 2004-2008
- Figure 59: Visitor share 2004-2008 (%)
- Figure 60: Visitor share by demographic group 2008
- Figure 61: Main user share 2004-2008 (%)
- Figure 62: Main user share by demographic group 2008 (%)
- Figure 63: Conversion rates 2004-2008 (%)
- Figure 64: Conversion rates by demographic group 2008(%)
- Figure 65: Loyalty 2004-2008 (%)
- Figure 66: Loyalty by demographics 2008 (%)
- Figure 67: Preference stores 2008 (%)
- Figure 68: Shopping around 2004-2008
- Figure 69: Visitor share 2004-2008 (%)
- Figure 70: Visitor share by demographic group 2008 (%)
- Figure 71: Main user share 2004-2008 (%)
- Figure 72: Main user share by demographic group 2008
- Figure 73: Conversion rates 2004-2008 (%)
- Figure 74: Conversion rates by demographic group 2008(%)
- Figure 75: Loyalty 2004-2008 (%)
- Figure 76: Loyalty by demographics 2008 (%)
- Figure 77: Preference stores 2008 (%)
- Figure 78: Shopping around 2004-2008
- Figure 79: Visitor share 2004-2008 (%)
- Figure 80: Visitor share by demographic group 2008 (%)
- Figure 81: Main user share 2004-2008 (%)
- Figure 82: Main user share by demographic group 2008 (%)
- Figure 83: Conversion rates 2004-2008 (%)
- Figure 84: Conversion rates by demographic group 2008(%)
- Figure 85: Loyalty 2004-2008
- Figure 86: Loyalty by demographics 2008
- Figure 87: Preference stores 2008 (%)
- Figure 88: Shopping around 2004-2008
- Figure 89: Visitor share 2004-2008 (%)
- Figure 90: Visitor share by demographic group 2008 (%)
- Figure 91: Main user share 2004-2008 (%)
- Figure 92: Main user share by demographic group 2008 (%)
- Figure 93: Conversion rates 2004-2008 (%)
- Figure 94: Conversion rates by demographic group 2008(%)
- Figure 95: Loyalty 2004-2008 (%)
- Figure 96: Loyalty by demographics 2008 (%)
- Figure 97: Preference stores 2008 (%)
- Figure 98: Shopping around 2004-2008
