Where Britain Shops 2006: Supermarkets

Publication Date	July 2006
Publisher	Verdict
Product Type	Report
Pages	127
ISBN Number	not applicable
Product Code	VDT00020

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Summary

Where Britain Shops 2006 - Supermarkets provides a detailed overview of the shopping habits of supermarket consumers. It examines supermarket shoppers in the eight key sectors of clothing, DIY, electricals, food & grocery, footwear, homewares, music & video and personal care and analyses the four leading operators.

Scope

A thorough analysis of the way customers shop in supermarkets, complete with profiles of the following retailers:
Asda, Morrison, Sainsbury, Tesco.

Highlights

Supermarkets have never been more popular. More than four fifths of the adult population (85.7%) regard themselves as regular supermarkets shoppers equating to an active base of 42.2m. This proportion has increased by 3.1 percentage points over the past four years.Despite the well documented changing role of women in society, supermarket shopping remains a predominantly female activity with women accounting for 56.2% of all supermarket shoppers.Penetration levels are highest among more affluent socio-economic groups. Usage of supermarkets is strongest among ABs (88.4%) and C1s (86.3%) and drops to 83.4% among C2s.

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.
Verdict's thorough understanding of retail issues enables us to interpret data from an informed viewpoint and explore implications for retailers.

Content

Chapter 1 Introduction
- What is cDNA?
- What's available?
Chapter 2 Executive Summary
- Main Conclusions
Chapter 3 Use Of Supermarkets
- 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
- Clothing - how clothing shoppers use supermarkets
- Diy - How Diy Shoppers Use Supermarkets
- Electricals - how electricals shoppers use supermarkets
- Food & grocery - how food & grocery shoppers use supermarkets
- Footwear - how footwear shoppers use supermarkets
- Homewares - how homewares shoppers use supermarkets
- Music & video - how music & video shoppers use supermarkets
- Personal care - how personal care shoppers use supermarkets
Chapter 5 Supermarket Retailer Profiles
- Asda
  - Asda overview
  - Asda share of shoppers
  - 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
- 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: Asda cross department conversion matrix 2006
- Table 2: Where Asda shoppers also shop by sector 2006
- Table 3: Morrison cross department conversion matrix 2006
- Table 4: Where Morrison shoppers also shop by sector 2006
- Table 5: Sainsbury cross department conversion matrix 2006
- Table 6: Where Sainsbury shoppers also shop by sector 2006
- Table 7: Tesco cross department conversion matrix 2006
- Table 8: Where Tesco shoppers also shop by sector 2006
- Table 9: Sample sizes by sector
List of Figures
- Figure 1: Share of all supermarket consumers (%) 2002-2006
- Figure 2: Share of consumers using supermarkets by region (%) 2006
- Figure 3: Share of consumers using supermarkets by demographics (%) 2006
- Figure 4: Profile of supermarket shoppers (%) 2006
- Figure 5: Profile of female supermarket shoppers (%) 2006
- Figure 6: Profile of male supermarket shoppers (%) 2006
- Figure 7: Profile of non-supermarket shoppers (%) 2006
- Figure 8: Profile of female non-supermarket shoppers (%) 2006
- Figure 9: Profile of male non-supermarket shoppers (%) 2006
- Figure 10: What supermarket shoppers use supermarkets for (%) 2006
- Figure 11: Supermarket shares of shoppers by sector (%) 2006
- Figure 12: Supermarket retailer share of all consumers (%) 2006
- Figure 13: Retailer share of all supermarket shoppers (%) 2006
- Figure 14: Proportion of non-food shoppers (%) 2006
- Figure 15: Cross sector supermarket retailer scores 2006
- Figure 16: Percentage of all supermarket shoppers using the channel for clothing 2002-2006
- Figure 17: Percentage of all clothing shoppers using supermarkets for clothing 2002-2006
- Figure 18: Demographic profile of all shoppers who use supermarkets for clothing (%) 2006
- Figure 19: Demographic profile of all female shoppers who use supermarkets for clothing (%) 2006
- Figure 20: Demographic profile of all male shoppers who use supermarkets for clothing (%) 2006
- Figure 21: Retailer share of all clothing shoppers (%) 2006
- Figure 22: Retailer share of all supermarket clothing shoppers (%) 2006
- Figure 23: Demographic index of supermarket shoppers compared with all clothing shoppers 2006
- Figure 24: Demographic index of clothing shoppers compared with all supermarkets shoppers 2006
- Figure 25: Percentage of all supermarket shoppers using the channel for DIY 2002-2006
- Figure 26: Percentage of all DIY shoppers using supermarkets for DIY 2002-2006
- Figure 27: Demographic profile of all shoppers who use supermarkets for DIY (%) 2006
- Figure 28: Demographic profile of all female shoppers who use supermarkets for DIY (%) 2006
- Figure 29: Demographic profile of all male shoppers who use supermarkets for DIY (%) 2006
- Figure 30: Retailer share of all DIY shoppers (%) 2006
- Figure 31: Retailer share of all supermarket DIY shoppers (%) 2006
- Figure 32: Demographic index of supermarket shoppers compared with all DIY shoppers 2006
- Figure 33: Demographic index of DIY shoppers compared with all supermarket shoppers 2006
- Figure 34: Percentage of all supermarket shoppers using the channel for electricals 2002-2006
- Figure 35: Percentage of all electricals shoppers using supermarkets for electricals 2002-2006
- Figure 36: Demographic profile of all shoppers who use supermarkets for electricals (%) 2006
- Figure 37: Demographic profile of all female shoppers who use supermarkets for electricals (%) 2006
- Figure 38: Demographic profile of all male shoppers who use supermarkets for electricals (%) 2006
- Figure 39: Retailer share of all electricals shoppers (%) 2006
- Figure 40: Retailer share of all supermarket electricals shoppers (%) 2006
- Figure 41: Demographic index of supermarket shoppers compared with all electricals shoppers 2006
- Figure 42: Demographic index of electricals shoppers compared with all supermarket shoppers 2006
- Figure 43: Percentage of all supermarket shoppers using the channel for food & grocery 2002-2006
- Figure 44: Percentage of all food & groceries shoppers using supermarkets for food & grocery 2002-2006
- Figure 45: Demographic profile of all shoppers who use supermarkets for food & grocery (%) 2006
- Figure 46: Demographic profile of all female shoppers who use supermarkets for food & grocery (%) 2006
- Figure 47: Demographic profile of all male shoppers who use supermarkets for food & grocery (%) 2006
- Figure 48: Retailer share of all food & grocery shoppers (%) 2006
- Figure 49: Retailer share of all supermarket food & grocery shoppers (%) 2006
- Figure 50: Demographic index of supermarket shoppers compared with all food & grocery shoppers 2006
- Figure 51: Demographic index of food & grocery shoppers compared with all supermarket shoppers 2006
- Figure 52: Percentage of all supermarket shoppers using the channel for footwear 2002-2006
- Figure 53: Percentage of all footwear shoppers using supermarkets for footwear 2002-2006
- Figure 54: Demographic profile of all shoppers who use supermarkets for footwear (%) 2006
- Figure 55: Demographic profile of all female shoppers who use supermarkets for footwear (%) 2006
- Figure 56: Demographic profile of all male shoppers who use supermarkets for footwear (%) 2006
- Figure 57: Retailer share of all footwear shoppers (%) 2006
- Figure 58: Retailer share of all supermarket footwear shoppers (%) 2006
- Figure 59: Demographic index of supermarket shoppers compared with all footwear shoppers 2006
- Figure 60: Demographic index of footwear shoppers compared with all supermarket shoppers 2006
- Figure 61: Percentage of all supermarket shoppers using the channel for homewares 2002-2006
- Figure 62: Percentage of all homewares shoppers using supermarkets for homewares 2002-2006
- Figure 63: Demographic profile of all shoppers who use supermarkets for homewares (%) 2006
- Figure 64: Demographic profile of all female shoppers who use supermarkets for homewares (%) 2006
- Figure 65: Demographic profile of all male shoppers who use supermarkets for homewares (%) 2006
- Figure 66: Retailer share of all homewares shoppers (%) 2006
- Figure 67: Retailer share of all supermarket homewares shoppers (%) 2006
- Figure 68: Demographic index of supermarket shoppers compared with all homewares shoppers 2006
- Figure 69: Demographic index of homewares shoppers compared with all supermarket shoppers 2006
- Figure 70: Percentage of all supermarket shoppers using the channel for music & video 2002-2006
- Figure 71: Percentage of all music & video shoppers using supermarkets for music & video 2002-2006
- Figure 72: Demographic profile of all shoppers who use supermarkets for music & video (%) 2006
- Figure 73: Demographic profile of all female shoppers who use supermarkets for music & video (%) 2006
- Figure 74: Demographic profile of all male shoppers who use supermarkets for music & video (%) 2006
- Figure 75: Retailer share of all music & video shoppers (%) 2006
- Figure 76: Retailer share of all supermarket music & video shoppers (%) 2006
- Figure 77: Demographic index of supermarket shoppers compared with all music & video shoppers 2006
- Figure 78: Demographic index of music & video shoppers compared with all supermarket shoppers 2006
- Figure 79: Percentage of all supermarket shoppers using the channel for personal care 2002-2006
- Figure 80: Percentage of all personal care shoppers using supermarkets for personal care 2002-2006
- Figure 81: Demographic profile of all shoppers who use supermarkets for personal care (%) 2006
- Figure 82: Demographic profile of all female shoppers who use supermarkets for personal care (%) 2006
- Figure 83: Demographic profile of all male shoppers who use supermarkets for personal care (%) 2006
- Figure 84: Retailer share of all personal care shoppers (%) 2006
- Figure 85: Retailer share of all supermarket personal care shoppers (%) 2006
- Figure 86: Demographic index of supermarket shoppers compared with all personal care shoppers 2006
- Figure 87: Demographic index of personal care shoppers compared with all supermarket shoppers 2006
- Figure 88: Percentage of all consumers who use Asda 2002-2006
- Figure 89: Percentage of all supermarket shoppers who use Asda 2002-2006
- Figure 90: Asda sector shares (%) 2006
- Figure 91: Percentage of all consumers using Asda by socio-economic group 2006
- Figure 92: Demographic index of all Asda shoppers compared with all supermarket shoppers 2006
- Figure 93: Demographic profile of all Asda shoppers (%) 2006
- Figure 94: Demographic profile of all female Asda shoppers (%) 2006
- Figure 95: Demographic profile of all male Asda shoppers (%) 2006
- Figure 96: What Asda shoppers use it for (%) 2006
- Figure 97: Asda sectors shopped (%) 2006
- Figure 98: Asda cross sector participation 2002-2006
- Figure 99: Demographic profile of Asda cross sector participation 2006
- Figure 100: Percentage of Asda shoppers using other supermarkets 2006
- Figure 101: Percentage of all consumers who use Morrison 2002-2006
- Figure 102: Percentage of all supermarket shoppers who use Morrison 2002-2006
- Figure 103: Morrison sector shares (%) 2006
- Figure 104: Percentage of all consumers using Morrison by socio-economic group 2006
- Figure 105: Demographic index of all Morrison shoppers compared with all supermarket shoppers 2006
- Figure 106: Demographic profile of all Morrison shoppers (%) 2006
- Figure 107: Demographic profile of all female Morrison shoppers (%) 2006
- Figure 108: Demographic profile of all male Morrison shoppers (%) 2006
- Figure 109: What Morrison shoppers use it for (%) 2006
- Figure 110: Morrison sectors shopped (%) 2006
- Figure 111: Morrison cross sector participation 2002-2006
- Figure 112: Demographic profile of Morrison cross sector participation 2006
- Figure 113: Percentage of Morrison shoppers using other supermarkets 2006
- Figure 114: Percentage of all consumers who use Sainsbury 2002-2006
- Figure 115: Percentage off all supermarket shoppers who use Sainsbury 2002-2006
- Figure 116: Sainsbury sector shares (%) 2006
- Figure 117: Percentage of all consumers using Sainsbury by socio-economic group 2006
- Figure 118: Demographic index of all Sainsbury shoppers compared with all supermarket shoppers 2006
- Figure 119: Demographic profile of all Sainsbury shoppers (%) 2006
- Figure 120: Demographic profile of all female Sainsbury shoppers (%) 2006
- Figure 121: Demographic profile of all male Sainsbury shoppers (%) 2006
- Figure 122: What Sainsbury shoppers use it for (%) 2006
- Figure 123: Sainsbury sectors shopped (%) 2006
- Figure 124: Sainsbury cross sector participation 2002-2006
- Figure 125: Demographic profile of Sainsbury cross sector participation 2006
- Figure 126: Percentage of Sainsbury shoppers using other supermarkets 2006
- Figure 127: Percentage of all consumers who use Tesco 2002-2006
- Figure 128: Percentage off all supermarket shoppers who use Tesco 2002-2006
- Figure 129: Tesco sector shares (%) 2006
- Figure 130: Percentage of all consumers using Tesco by socio-economic group 2006
- Figure 131: Demographic index of all Tesco shoppers compared with all supermarket shoppers 2006
- Figure 132: Demographic profile of all Tesco shoppers (%) 2006
- Figure 133: Demographic profile of all female Tesco shoppers (%) 2006
- Figure 134: Demographic profile of all male Tesco shoppers (%) 2006
- Figure 135: What Tesco shoppers use it for (%) 2006
- Figure 136: Tesco sectors shopped (%) 2006
- Figure 137: Tesco cross sector participation 2002-2006
- Figure 138: Demographic profile of Tesco cross sector participation 2006
- Figure 139: Percentage of Tesco shoppers using other supermarkets 2006