How Britain Shops: Personal Care 2009

Introduction

Verdict Research: How Britain Shops Personal Care provides a detailed overview of the shopping habits of consumers. It examines, who shops for Personal Care, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.

Scope

• A thorough analysis of the way customer shop in the Personal Care sector, complete with profiles of the following retailers:
• Alliance Boots, Asda, Avon, Morrison, Sainsbury, Savers, Superdrug, Tesco, Wilkinson
• How Britain Shops reports include visitor and main user share data, conversion rates, customer loyalty rates and reasons for loyalty / disloyalty.
• Data is segmented regionally and by demographic and socio-economic group. Historic data provided so trends can be analysed over a four year period.

Highlights

Specialists are losing share to supermarkets across all demographic groups. Though range and service may be better at specialists, they have struggled to compete as tough economic conditions prevail. Moreover, non-specialists such as department stores, general merchandisers and grocers continue to become more competent at selling personal care.

More men are shopping for personal care products. 39.5% of shoppers are male, 2.8 percentage points more than the previous year. Opportunities exist for retailers to exploit this further in personal grooming and toiletries by expanding ranges into new niches such as male cosmetics and encouraging cross-selling for women to buy products for men.

Loyalty score for price becomes more important for consumers. As consumer demand for most non-food categories falters, the personal care sector has seen much trading down. Grocers are capitalising on their scale advantages, while value-led retailers such as Savers and Wilkinson see high loyalty scores for price.

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 at.
• Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.