Where Britain Shops 2007: Supermarkets

Publication Date	May 2007
Publisher	Verdict
Product Type	Report
Pages	137
ISBN Number	not applicable
Product Code	VDT00214

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Summary

Introduction

Verdict Research: How Britain Shops 2007: Supermarkets provides a comprehensive overview of consumers' shopping habits in the supermarket sector. It covers the eight key sectors of clothing, DIY, electricals, food & grocery, footwear, homewares, music & video and personal care and analyses the four key operators in the sector.

Scope

A wide-ranging analysis of the way customers shop in supermarkets with profiles of the following retailers:
Asda, Morrison, Sainsbury and Tesco.

Highlights

Supermarkets are used by a growing number of shoppers, with the likes of Tesco, Asda and Sainsbury ramping up their non-food ranges to appeal to a wider church of shoppers. More flexible store formats have also been instrumental in this trend, with grocers, in particular Tesco and Sainsbury raising the competitive bar in the neighbourhood.

Food & grocery attracts the lion's share of supermarket shoppers, but surprisingly grocers have ceded shopper numbers in five of the seven non-food sectors, with only personal care achieving a sizeable improvement over the past 12 months.

Though Tesco continues to dominate the supermarket sector by a considerable margin, Sainsbury has this year improved its score faster than any of its key rivals and now attracts 29.1% of all consumers. A stronger focus on fresh, premium food ranges and much improved availability have been crucial in Sainsbury regaining much of its brand strength

Reasons to Purchase

Where Britain Shops is one of the most comprehensive studies of its kind, drawing on a nationwide survey of 6,000 shoppers each year.
Verdict's thorough understanding of retail issues enables us to interpret data from an informed viewpoint and explore the implications for retailers.

Content

Chapter 1 Introduction
- What is cDNA?
- What's Available?
Chapter 2 Executive Summary
- Main Conclusions
Chapter 3 Use Of Supermarkets
- Summary
- Supermarket Share of Shoppers
- Profiles of Supermarket Shoppers
- Profiles of Shoppers Who Do Not Use Supermarkets
- Which Sectors Shoppers Use Supermarkets For
- Share of Shoppers by Supermarket Retailer
- Supermarket Cross Sector Shopping
Chapter 4 Sector Analysis
- How Clothing Shoppers Use Supermarkets
- How DIY Shoppers Use Supermarkets
- How Electricals Shoppers Use Supermarkets
- How Food & Grocery Shoppers Use Supermarkets
- How Footwear Shoppers Use Supermarkets
- How Homewares Shoppers Use Supermarkets
- How Music & Video Shoppers Use Supermarkets
- How Personal Care Shoppers Use Supermarkets
Chapter 5 Supermarket Retailer Profiles
- Asda
- Asda Overview
- Asda Share of Shoppers
- Asda Customer Profile
- Asda USAge Profile
- Asda Cross Sector Shopping
- Morrison
- Morrison Overview
- Morrison Share of Shoppers
- Morrison Customer Profile
- Morrison USAge Profile
- Morrison Cross Sector Shopping
- Sainsbury
- Sainsbury Overview
- Sainsbury Share of Shoppers
- Sainsbury Customer Profile
- Sainsbury USAge Profile
- Sainsbury Cross Sector Shopping
- Tesco
- Tesco Overview
- Tesco Share of Shoppers
- Tesco Customer Profile
- Tesco USAge Profile
- Tesco Cross Sector Shopping
Chapter 6 Appendix
- Basic Methodology
- Selection of Parliamentary Constituencies
- Metropolitan County
- Other 100% Urban
- Mixed Urban/Rural
- Rural
- Selection of Enumeration Districts
- Selection of Respondents
- Post Survey Weighting
List Of Tables
- Table 1: Asda cross department conversion matrix 2007
- Table 2: Where Asda shoppers also shop by sector 2007
- Table 3: Morrison cross department conversion matrix 2007
- Table 4: Where Morrison shoppers also shop by sector 2007
- Table 5: Sainsbury cross department conversion matrix 2007
- Table 6: Where Sainsbury shoppers also shop by sector 2007
- Table 7: Tesco cross department conversion matrix 2007
- Table 8: Where Tesco shoppers also shop by sector 2007
- Table 9: Sample sizes by sector
List Of Figures
- Figure 1: Share of all supermarket consumers (%) 2003-2007
- Figure 2: Share of consumers using supermarkets by region (%) 2007
- Figure 3: Share of consumers using supermarkets by demographics (%) 2007
- Figure 4: Profile of supermarket shoppers (%) 2007
- Figure 5: Profile of female supermarket shoppers (%) 2007
- Figure 6: Profile of male supermarket shoppers (%) 2007
- Figure 7: Profile of non-supermarket shoppers (%) 2007
- Figure 8: Profile of female non-supermarket shoppers (%) 2007
- Figure 9: Profile of male non-supermarket shoppers (%) 2007
- Figure 10: What supermarket shoppers use supermarkets for (%) 2007
- Figure 11: Supermarket shares of shoppers by sector (%) 2007
- Figure 12: Supermarket retailer share of all consumers (%) 2007
- Figure 13: Retailer share of all supermarket shoppers (%) 2007
- Figure 14: Cross sector supermarket retailer scores 2007
- Figure 15: Percentage of all supermarket shoppers using the channel for clothing 2003-2007
- Figure 16: Percentage of all clothing shoppers using supermarkets for clothing 2003-2007
- Figure 17: Demographic profile of all shoppers who use supermarkets for clothing (%) 2007
- Figure 18: Demographic profile of all female shoppers who use supermarkets for clothing (%) 2007
- Figure 19: Demographic profile of all male shoppers who use supermarkets for clothing (%) 2007
- Figure 20: Shoppers using the clothing department (%) 2007
- Figure 21: Retailer share of all clothing shoppers (%) 2007
- Figure 22: Demographic index of supermarket shoppers compared with all clothing shoppers 2007
- Figure 23: Demographic index of clothing shoppers compared with all supermarket shoppers 2007
- Figure 24: Percentage of all supermarket shoppers using the channel for DIY 2003-2007
- Figure 25: Percentage of all DIY shoppers using supermarkets for DIY 2003-2007
- Figure 26: Demographic profile of all shoppers who use supermarkets for DIY (%) 2007
- Figure 27: Demographic profile of all female shoppers who use supermarkets for DIY (%) 2007
- Figure 28: Demographic profile of all male shoppers who use supermarkets for DIY (%) 2007
- Figure 29: Shoppers using the DIY department (%) 2007
- Figure 30: Retailer share of all DIY shoppers (%) 2007
- Figure 31: Demographic index of supermarket shoppers compared with all DIY shoppers 2007
- Figure 32: Demographic index of DIY shoppers compared with all supermarket shoppers 2007
- Figure 33: Percentage of all supermarket shoppers using the channel for electricals 2003-2007
- Figure 34: Percentage of all electricals shoppers using supermarkets for electricals 2003-2007
- Figure 35: Demographic profile of all shoppers who use supermarkets for electricals (%) 2007
- Figure 36: Demographic profile of all female shoppers who use supermarkets for electricals (%) 2007
- Figure 37: Demographic profile of all male shoppers who use supermarkets for electricals (%) 2007
- Figure 38: Shoppers using the electricals department (%) 2007
- Figure 39: Retailer share of all electricals shoppers (%) 2007
- Figure 40: Demographic index of supermarket shoppers compared with all electricals shoppers 2007
- Figure 41: Demographic index of electricals shoppers compared with all supermarket shoppers 2007
- Figure 42: Percentage of all supermarket shoppers using the channel for food & grocery 2003-2007
- Figure 43: Percentage of all food & groceries shoppers using supermarkets for food & grocery 2003-2007
- Figure 44: Demographic profile of all shoppers who use supermarkets for food & grocery (%) 2007
- Figure 45: Demographic profile of all female shoppers who use supermarkets for food & grocery (%) 2007
- Figure 46: Demographic profile of all male shoppers who use supermarkets for food & grocery (%) 2007
- Figure 47: Shoppers using the food & grocery department (%) 2007
- Figure 48: Retailer share of all food & grocery shoppers (%) 2007
- Figure 49: Demographic index of supermarket shoppers compared with all food & grocery shoppers 2007
- Figure 50: Demographic index of food & grocery shoppers compared with all supermarket shoppers 2007
- Figure 51: Percentage of all supermarket shoppers using the channel for footwear 2003-2007
- Figure 52: Percentage of all footwear shoppers using supermarkets for footwear 2003-2007
- Figure 53: Demographic profile of all shoppers who use supermarkets for footwear (%) 2007
- Figure 54: Demographic profile of all female shoppers who use supermarkets for footwear (%) 2007
- Figure 55: Demographic profile of all male shoppers who use supermarkets for footwear (%) 2007
- Figure 56: Shoppers using the footwear department (%) 2007
- Figure 57: Retailer share of all footwear shoppers (%) 2007
- Figure 58: Demographic index of supermarket shoppers compared with all footwear shoppers 2007
- Figure 59: Demographic index of footwear shoppers compared with all supermarket shoppers 2007
- Figure 60: Percentage of all supermarket shoppers using the channel for homewares 2003-2007
- Figure 61: Percentage of all homewares shoppers using supermarkets for homewares 2003-2007
- Figure 62: Demographic profile of all shoppers who use supermarkets for homewares (%) 2007
- Figure 63: Demographic profile of all female shoppers who use supermarkets for homewares (%) 2007
- Figure 64: Demographic profile of all male shoppers who use supermarkets for homewares (%) 2007
- Figure 65: Shoppers using the homewares department (%) 2007
- Figure 66: Retailer share of all homewares shoppers (%) 2007
- Figure 67: Demographic index of supermarket shoppers compared with all homewares shoppers 2007
- Figure 68: Demographic index of homewares shoppers compared with all supermarket shoppers 2007
- Figure 69: Percentage of all supermarket shoppers using the channel for music & video 2003-2007
- Figure 70: Percentage of all music & video shoppers using supermarkets for music & video 2003-2007
- Figure 71: Demographic profile of all shoppers who use supermarkets for music & video (%) 2007
- Figure 72: Demographic profile of all female shoppers who use supermarkets for music & video (%) 2007
- Figure 73: Demographic profile of all male shoppers who use supermarkets for music & video (%) 2007
- Figure 74: Shoppers using the music & video department (%) 2007
- Figure 75: Retailer share of all music & video shoppers (%) 2007
- Figure 76: Demographic index of supermarket shoppers compared with all music & video shoppers 2007
- Figure 77: Demographic index of music & video shoppers compared with all supermarket shoppers 2007
- Figure 78: Percentage of all supermarket shoppers using the channel for personal care 2003-2007
- Figure 79: Percentage of all personal care shoppers using supermarkets for personal care 2003-2007
- Figure 80: Demographic profile of all shoppers who use supermarkets for personal care (%) 2007
- Figure 81: Demographic profile of all female shoppers who use supermarkets for personal care (%) 2007
- Figure 82: Demographic profile of all male shoppers who use supermarkets for personal care (%) 2007
- Figure 83: Shoppers using the personal care department (%) 2007
- Figure 84: Retailer share of all personal care shoppers (%) 2007
- Figure 85: Demographic index of supermarket shoppers compared with all personal care shoppers 2007
- Figure 86: Demographic index of personal care shoppers compared with all supermarket shoppers 2007
- Figure 87: Percentage of all consumers who use Asda 2003-2007
- Figure 88: Percentage of all supermarket shoppers who use Asda 2003-2007
- Figure 89: Asda sector shares (%) 2007
- Figure 90: Percentage of all consumers using Asda by demographic group 2007
- Figure 91: Demographic index of all Asda shoppers compared with all supermarket shoppers 2007
- Figure 92: Demographic profile of all Asda shoppers (%) 2007
- Figure 93: Demographic profile of all female Asda shoppers (%) 2007
- Figure 94: Demographic profile of all male Asda shoppers (%) 2007
- Figure 95: What Asda shoppers use it for (%) 2007
- Figure 96: Asda sectors shopped (%) 2007
- Figure 97: Asda cross sector participation 2003-2007
- Figure 98: Demographic profile of Asda cross sector participation 2007
- Figure 99: Percentage of Asda shoppers using other supermarkets 2007
- Figure 100: Percentage of all consumers who use Morrison 2003-2007
- Figure 101: Percentage of all supermarket shoppers who use Morrison 2003-2007
- Figure 102: Morrison sector shares (%) 2007
- Figure 103: Percentage of all consumers using Morrison by demographic group 2007
- Figure 104: Demographic index of all Morrison shoppers compared with all supermarket shoppers 2007
- Figure 105: Demographic profile of all Morrison shoppers (%) 2007
- Figure 106: Demographic profile of all female Morrison shoppers (%) 2007
- Figure 107: Demographic profile of all male Morrison shoppers (%) 2007
- Figure 108: What Morrison shoppers use it for (%) 2007
- Figure 109: Morrison sectors shopped (%) 2007
- Figure 110: Morrison cross sector participation 2003-2007
- Figure 111: Demographic profile of Morrison cross sector participation 2007
- Figure 112: Percentage of Morrison shoppers using other supermarkets 2007
- Figure 113: Percentage of all consumers who use Sainsbury 2003-2007
- Figure 114: Percentage of all supermarket shoppers who use Sainsbury 2003-2007
- Figure 115: Sainsbury sector shares (%) 2007
- Figure 116: Percentage of all consumers using Sainsbury by demographic group 2007
- Figure 117: Demographic index of all Sainsbury shoppers compared with all supermarket shoppers 2007
- Figure 118: Demographic profile of all Sainsbury shoppers (%) 2007
- Figure 119: Demographic profile of all female Sainsbury shoppers (%) 2007
- Figure 120: Demographic profile of all male Sainsbury shoppers (%) 2007
- Figure 121: What Sainsbury shoppers use it for (%) 2007
- Figure 122: Sainsbury sectors shopped (%) 2007
- Figure 123: Sainsbury cross sector participation 2003-2007
- Figure 124: Demographic profile of Sainsbury cross sector participation 2007
- Figure 125: Percentage of Sainsbury shoppers using other supermarkets 2007
- Figure 126: Percentage of all consumers who use Tesco 2003-2007
- Figure 127: Percentage off all supermarket shoppers who use Tesco 2003-2007
- Figure 128: Tesco sector shares (%) 2007
- Figure 129: Percentage of all consumers using Tesco by demographic group 2007
- Figure 130: Demographic index of all Tesco shoppers compared with all supermarket shoppers 2007
- Figure 131: Demographic profile of all Tesco shoppers (%) 2007
- Figure 132: Demographic profile of all female Tesco shoppers (%) 2007
- Figure 133: Demographic profile of all male Tesco shoppers (%) 2007
- Figure 134: What Tesco shoppers use it for (%) 2007
- Figure 135: Tesco sectors shopped (%) 2007
- Figure 136: Tesco cross sector participation 2003-2007
- Figure 137: Demographic profile of Tesco cross sector participation 2007
- Figure 138: Percentage of Tesco shoppers using other supermarkets 2007