Abstract
Cheapest on Display (COD) sales are estimated at £2.3 billion, a 20% increase since 2003. The COD market is positioned perfectly to take advantage of soaring price rises and the economic downturn by providing consumers with a lower cost alternative.
However to drive frequency of purchase, and as consumers demand more from their purchases, issues, such as packaging, ethicality and healthiness, will need to be addressed.
COD products are becoming more apparent in luxury categories, with an increase in COD cheeses, continental meats, and other fresh and chilled products.
Traditionally strong areas for COD, like biscuits, go from strength to strength as more consumers incorporate these products into their weekly shop.
Key report themes:
- Soaring food prices and the effect on the UK consumer
- The economic downturn and how this will alter shopping habits
- Barriers to purchasing COD products more frequently
- The expansion of COD products into almost every category
- Addressing health and ethical concerns in the COD market
Table of Contents
- Issues in the Market
- Key themes
- Definitions
- Abbreviations
- Market in Brief
- COD hits its stride
- Soaring food prices
- Economic stress
- Breaking barriers a future opportunity
- Internal Market Environment
- Key points
- Premium saviour
- Figure 1: Agreement with selected lifestyle statements, 2003-07
- Health revolution
- Figure 2: Agreement with selected lifestyle statements, 2003-07
- Economical staple
- Figure 3: Products purchased by consumers in different categories, June
2007
- Broader Market Environment
- Key points
- ' Soaring' food price inflation
- Confidence issues
- A healthy increase in both spending and income...
- Figure 4: PDI and consumer expenditure, 2003-13
- How far will consumers cut back?
- Age matters
- Figure 5: Changing UK population, 2003-13
- Competitive Context
- Key points
- The own label picture
- The Aldi effect
- Brand value?
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- The own-label picture
- Figure 9: UK retail sales of own-label food, 2003-08
- A cheap revolution
- Figure 10: UK retail sales of cheapest on display own-label food and
drink, 2003-08
- Ubiquitous premium
- The future
- Own-label growth offsets rising inflation
- Figure 11: UK retail sales of own-label food, 2003-13
- COD a small but important part of this growth
- Figure 12: UK retail sales of COD own-label food and drink, 2003-13
- Factors used in the forecast
- Segment Performance
- Key points
- An ambient thing
- Figure 13: Top 10 categories by number of SKU' s -- Store checks 2008
(top 3 supermarket average)
- Winning space
- Figure 14: Top categories by % of COD SKU' s -- Store checks 2008 (top 3
supermarket average)
- The value of opportunity
- Figure 15: Bottom categories by % of COD SKU' s -- Store checks 2008 (top
3 supermarket average)
- A value future
- Companies and Products
- Figure 16: Brand audit, 2008
- Asda
- Morrisons
- Tesco
- Sainsbury' s
- Somerfield
- Brand Communication and Promotion
- Key points
- Variable spend
- Figure 17: Shares of advertising spend for the major grovery and
discount retailers, 2004-08*
- Sainsbury' s and Tesco Spend Big
- Figure 18: Actual spend of major retailers on their cheapest on display
ranges, 2004-08*
- The Consumer -- Frequency of Consumption
- Key points
- Figure 19: Frequency of buying own-label economy food ranges, May 2008
- The nation economises
- Economy, definitely maybe
- Economy coverts
- A new age
- Premium hardliners
- Frugal future
- The Consumer' s Perceptions
- Key points
- Figure 20: Attitudes towards economy food ranges, May 2008
- Value and quality
- The AB sceptics
- Cheap and cheerful
- Figure 21: Frequency of own-label food purchasing crossed by attitudes
towards own-label, May 2008
- Occasional purchase
- Frequent purchase
- Non-purchasers
- Trends in attitudes to economy food ranges
- Figure 22: Attitudes to economy food ranges, 2003-07
- Frugal females
- Poor youngsters
- Extravagant AB' s
- Appendix
- Advertising data
- Appendix: Brand Communication and Promotion
- Figure 28: Main monitored media advertising expenditure on food by
leading multiples, 2003-07
- Figure 29: Main monitored media advertising expenditure on food by
leading multiples, 2003-07
- Figure 30: Monthly trends in advertising expenditure for grocery
retailers, 2003-07
- Appendix: The Consumer -- Frequency of Consumption
- Figure 31: Frequency of buying own-label economy food ranges, by
demographic, May 2008
- Figure 32: Consumers' perceptions on economy food ranges, by
demographic, May 2008
- Figure 33: Consumers' perceptions on economy food ranges, by
demographic, May 2008
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