subject: How Britain Shops: Personal Care 2010-aarkstore Enterprise Market Research [print this page] 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
