How Britain Shops: Personal Care 2010-aarkstore Enterprise Market Research

How Britain Shops: Personal Care 2010

How Britain Shops: Personal Care 2010

Table of Contents :

OVERVIEW 1

Introduction 1

Summary 1

Executive Summary 2

Key findings 2

Retailer highlights 4

Share of shoppers 17

Fall in share of shopper reflects drop in discretionary demand 17

Penetration of Personal Care Shoppers 21

Proportion of males shopping for personal care plummets 21

Retailer Usage 23

Grocers take ground from specialists as Morrison leaps into fourth place for main usage 23

Main User Share by Region 27

Alliance Boots remains leading retailer 27

Conversion Rates 28

Flight to value fosters more considered shopper 28

Shopping Around 31

Superdrug users shop around most 31

Loyalty 34

Loyalty rises significantly 34

Drivers of Loyalty/ Disloyalty 38

Price increases in importance 38

Alliance Boots 46

Commands impressive loyalty but under pressure from grocers 46

Visitors 47

Main users 49

Conversion rate 51

Loyalty 53

Competitors 57

Asda 59

Benefits from strong value positioning 59

Visitors 60

Main users 62

Conversion rate 64

Conversion rate 64

Loyalty 66

Competitors 70

Morrison 72

Leaps into fourth place for main user share 72

Visitors 73

Main users 75

Conversion rate 77

Loyalty 79

Competitors 83

Sainsbury 85

Ups appeal to less affluent 85

Visitors 86

Main users 88

Conversion rate 90

Loyalty 92

Competitors 96

Superdrug 98

Struggles with strong price competition 98

Visitors 99

Main users 101

Conversion rate 103

Loyalty 105

Competitors 109

Tesco 111

Increases visitor share broadly across demographics 111

Visitors 112

Main users 114

Conversion rate 116

Loyalty 118

Competitors 122

Wilkinson 124

Must concentrate on improving weak conversion rate 124

Visitors 125

Main users 127

Conversion rate 129

Loyalty 131

Competitors 135

Methodology 137

Basic methodology 137

The selection of parliamentary constituencies 138

The selection of enumeration districts 139

The selection of respondents 139

Post survey weighting 140

LIST OF FIGURES

Figure 1: Personal care share of shopper 20062010 17

Figure 2: Profile of personal care shoppers by gender % 20062010 18

Figure 3: Profile of personal care shoppers by age bracket 20062010 19

Figure 4: Profile of personal care shoppers by socio-economic class 20062010 20

Figure 5: % of consumers who shop for personal care by demographics 2010 21

Figure 6: % of consumers who shop for personal care by TV region 2010 22

Figure 7: Concentration of main user share of Top Five retailers in 2008 24

Figure 8: Concentration of main user share of Top Five retailers in 2009 25

Figure 9: Concentration of main user share of Top Five retailers in 2010 26

Figure 10: Average rate of conversion from visitor to main user 20062010 28

Figure 11: Rate of conversion from visitors to main users by retailer % 2010 30

Figure 12: Average number of other stores used 20062010 31

Figure 13: Average number of other stores used by retailer 2010 33

Figure 14: % of personal care shoppers that are loyal to their main store 20062010 34

Figure 15: Personal care shoppers loyal to their main store by demographic group 2010 34

Figure 16: Personal care shoppers that are loyal to their main store by retailer % 2010 36

Figure 17: Change in loyalty rates since last year by retailer percentage points 2010 37

Figure 18: Personal care loyal main users identifying drivers of loyalty % 20062010 38

Figure 19: Visitor share 20062010 47

Figure 20: Visitor share by demographic group 2010 47

Figure 21: Main user share 20062010 49

Figure 22: Main user share by demographic group 2010 49

Figure 23: Conversion rates 20062010 51

Figure 24: Conversion rates by demographic group 2010 51

Figure 25: Loyalty 20062010 53

Figure 26: Loyalty by demographics 2010 53

Figure 27: Preference stores 2010 56

Figure 28: Shopping around 20062010 57

Figure 29: Visitor share 20062010 60

Figure 30: Visitor share by demographic group 2010 60

Figure 31: Main user share 20062010 62

Figure 32: Main user share by demographic group 2010 62

Figure 33: Conversion rates 20062010 64

Figure 34: Conversion rates by demographic group 2010 64

Figure 35: Loyalty 20062010 66

Figure 36: Loyalty by demographics 2010 66

Figure 37: Preference stores 2010 69

Figure 38: Shopping around 20062010 70

Figure 39: Visitor share 20062010 73

Figure 40: Visitor share by demographic group 2010 73

Figure 41: Main user share 20062010 75

Figure 42: Main user share by demographic group 2010 75

Figure 43: Conversion rates 20062010 77

Figure 44: Conversion rates by demographic group 2010 77

Figure 45: Loyalty 20062010 79

Figure 46: Loyalty by demographics 2010 79

Figure 47: Preference stores 2010 82

Figure 48: Shopping around 20062010 83

Figure 49: Visitor share 20062010 86

Figure 50: Visitor share by demographic group 2010 86

Figure 51: Main user share 20062010 88

Figure 52: Main user share by demographic group 2010 88

Figure 53: Conversion rates 20062010 90

Figure 54: Conversion rates by demographic group 2010 90

Figure 55: Loyalty 20062010 92

Figure 56: Loyalty by demographics 2010 92

Figure 57: Preference stores 2010 95

Figure 58: Shopping around 20062010 96

Figure 59: Visitor share 20062010 99

Figure 60: Visitor share by demographic group 2010 99

Figure 61: Main user share 20062010 101

Figure 62: Main user share by demographic group 2010 101

Figure 63: Conversion rates 20062010 103

Figure 64: Conversion rates by demographic group 2010 103

Figure 65: Loyalty 20062010 105

Figure 66: Loyalty by demographics 2010 105

Figure 67: Preference stores 2010 108

Figure 68: Shopping around 20062010 109

Figure 69: Visitor share 20062010 112

Figure 70: Visitor share by demographic group 2010 112

Figure 71: Main user share 20062010 114

Figure 72: Main user share by demographic group 2010 114

Figure 73: Conversion rates 20062010 116

Figure 74: Conversion rates by demographic group 2010 116

Figure 75: Loyalty 20062010 118

Figure 76: Loyalty by demographics 2010 118

Figure 77: Preference stores 2010 121

Figure 78: Shopping around 20062010 122

Figure 79: Visitor share 20062010 125

Figure 80: Visitor share by demographic group 2010 125

Figure 81: Main user share 20062010 127

Figure 82: Main user share by demographic group 2010 127

Figure 83: Conversion rates 20062010 129

Figure 84: Conversion rates by demographic group 2010 129

Figure 85: Loyalty 20062010 131

Figure 86: Loyalty by demographics 2010 131

Figure 87: Preference stores 2010 134

Figure 88: Shopping around 20062010 135

LIST OF TABLES

Table 1: Profile of personal care shoppers by region 2010 18

Table 2: % of active personal care shoppers regularly using each retailer 20062010 23

Table 3: % of regular personal care shoppers mainly using each retailer 20062010 23

Table 4: Share of personal care shoppers naming a retailer as their main store by TV region 2010 27

Table 5: Average rate of conversion from visitor to main user by region 2010 29

Table 6: Average number of other stores used by TV region 2010 32

Table 7: % of personal care shoppers that are loyal to their main store by TV region 2010 35

Table 8: Detailed drivers of loyalty % 2010 39

Table 9: Personal care loyalty score by retailer Top Four factors 20062010 40

Table 10: Personal care loyalty score by retailer four more factors 20062010 41

Table 11: Personal care disloyalty score by retailer Top Four factors 20062010 42

Table 12: Personal care disloyalty score by retailer four more factors 20062010 43

Table 13: What disloyal users preferred about other personal care stores Top Four factors 20062010 44

Table 14: What di

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http://www.aarkstore.com/reports/How-Britain-Shops-Personal-Care-2010-45493.html

by: aarkstore enterprise

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