REPORT
SHOPPER TREND
SHOPPER INSIGHTS | REPORTS | CONSULTANCY | STRATEGY | ISSUE 38 | NOVEMBER 15
evolution : knowing : listening : understanding grocery shoppers
In this month’s issue
Brought to you by
www.evolution-insights.com
What shopping planning looks like The Likelihood of Impulse Buying Shoppers that say they are overweight Digital - The use of smartphones and digital devices for grocery shopping 2015 Christmas tastes better on a budget How The UK Shops 2015: Online Grocery Channel Shopper Missions 2015 The proportion of shoppers that have a supermarket loyalty card Evolution report catalogue 2015
recently released
Channel Series 2015 Online Delivery and Click & Collect Although Online Delivery is still the most common across retailers, Click & Collect is becoming increasingly available. Almost all Online retailers now provide a Click & Collect service alongside their home delivery, compared to in 2012 where only Tesco and Asda (under trail) provided Click & Collect for Groceries. This report looks into themes surrounding the uptake of each delivery method, comparisons between the two and shoppers’ perceptions of the services.
This report will cover the following subjects:
Channel penetration Online Shopper Channel Penetration Retailer Penetration Drivers to Online Delivery Most Important Factor in Choosing a Delivery Slot Receiving Alerts on Deliveries Late Deliveries Returning Grocery Items Tracking Orders Receiving Substitute Items Demand for Faster Delivery Previous Experience with Click & Collect Pick-Up Point Location Importance in the Location of the Pick-Up Point Reasons for Using Click & Collect Over Online Delivery Buying More In-Store Expected Cost of Click & Collect
For further information contact… t. 0113 394 4670 e. craig.bradley@evolution-insights.com
01 | Issue 38 | November 2015
Hello and welcome to Issue 38 of our new look Shopper Trend Report.
You will now find more shopper insight and stats from evolution’s proprietary research. No longer will you receive news stories that you no doubt already read. Instead we will share up to date shopper stats on a range of food and grocery topics.
In this month’s issue... INSIGHT: What shopping planning looks like
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INSIGHT: The Likelihood of Impulse Buying
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You know Christmas isn’t too far away when the results of the annual Christmas taste tests are published! It’s good to see that shoppers won’t have to pay the earth for some of the best tasting products on the market, credit to Aldi and Morrisons for producing products at affordable prices.
INSIGHT: Shoppers that say they are overweight
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COMING SOON: Digital - The use of smartphones and digital devices for grocery shopping 2015
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54 days and counting to the big day!!!
COMING SOON: Shopper Missions 2015 _________________________________________ INSIGHT: The proportion of shoppers that have a supermarket loyalty card
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Michael Symonds Research Manager
FEATURE: Christmas tastes better on a budget
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INSIGHT: How The UK Shops 2015 Online Grocery Channel
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Please note No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Evolution Insights Ltd.
Evolution report catalogue 2015
© Evolution Insights Ltd 2015
02 02
Issue 38 37 | November October 2015 2015 ||
insight
What shopping planning looks like The items that are purchased on a shop depends on a number of situations and influences - The shopper mission, how planned the shop (and items) are, and how influential the store is. In our Planning & Lists 2015 report we focus on Planning, and how this results in final purchases. How purchases are made:
Mission
Planning
Store Influence
Purchases
Main shop Younger shoppers are more likely to use modern methods to write their shopping lists.
74% 15% 4%
64%
61%
4%
59%
63%
51%
54%
50%
52%
60%
18-24
25-34
35-44
45-54
55-64
72%
72%
65+
Handwritten list
An app
Printed list from their computer
Notes section on their phone
This is an extract from our Planning & Lists 2015 report. Please contact us for further information
03 | Issue 38 | November 2015
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The Likelihood of Impulse Buying An Impulse buy is a totally unplanned purchase. The shopper had not intended on buying the item pre-shop - the store creates a need state for the product. There is a common misconception that there are impulse categories. There may be products that are more regularly bought on impulse, but impulse categories don’t exist. Any item can be bought on impulse from any category. Stores are known to layout the store in specific ways to encourage shoppers to pick up an unplanned item on impulse, by using techniques such as placing special offers on gondola ends to increase the likelihood of impulse buying.
Main shop 27% of shoppers would buy a product on impulse after trying a free sample.
51% 34%
27% 10%
End of aisle offers
Front of store offers Product after trying a free sample
While standing by the till
This is an extract from our Planning & Lists 2015 report. Please contact us for further information Issue 38 | November 2015 |
04
insight
Shoppers that say they are overweight The UK obesity epidemic has increased over the past few years with around 2/3 of UK adults being classed as overweight and 1 in 4 as obese. Since 2001 there has been 11x more hospital admissions for obesity related illness. Latest figures for England show that just over 12 per cent of boys and 15.5 per cent of girls aged between two and ten are obese.
15% are on a calorie controlled diet 56% exercise at least once a week
Of shoppers that say they are overweight‌
51% try to buy as many healthy products as they can afford
25% eat whatever they want
This is an extract from our Health & Product Information 2015 report. Please contact us for further information
05 | Issue 38 | November 2015
coming soon
Digital: The use of smartphones and digital devices for grocery shopping 2015 The digital landscape is growing at an exceptional rate, with new technologies being introduced into our daily lives on a regular basis. Digital media allows the user to turn into shopper mode on a greater number of occasions, at more remote locations - the shopper no longer has to be in-store, or sat at their home PC, to interact with a retailer or brand. The Digital Shopping report looks at how these technologies are being adopted by shoppers. Specifically, we will look at: Online grocery shopping (primarily on a smartphone): Who does it, when, why and how; Who doesn’t do it and why; What devices are used and how. Apps: Which retailer apps shoppers have and how often they use them Contactless payment: Awareness; Bank cards and mobile Wallets; Ownership and use; Drivers & barriers; Occasions of use Social media: How shoppers interact with retailers and brands on various social media platforms Smartphones: Awareness and usage of using smartphones for various grocery shopping related activities e.g. creating lists, scanning items and ‘checking out’
Full Evolution subscribers have the opportunity to input into this report …
Deadline 5pm on 6th November
t. 0113 394 4670 e. laura.sanderson@evolution-insights.com Issue 38 | November 2015 |
06
coming soon
Shopper Missions 2015 The Shopper Missions report looks into the Main Shop and Top-Up Shop missions conducted in the UK Food & Grocery market. In this report we look in-depth into Main Shop and Top-Up Shop Missions, and how this differs across channels. In order to give insights into the different ways shoppers choose to carry out each mission we look into the differences between the channel choice, retailer choice and spend at each mission. We will also provide insights into the channels shoppers chose as the most suitable for a Main Shop, Top-Up Shop and Special Occasion Shop.
This report will cover the following subjects:
Main Shop & Top-Up Shop definitions Main Shops done at each Channel Top-Up Shops done at each Channel Store type preference for a Main Shop and Top-Up Shop Retailer preference for a Main Shop and Top-Up Shop, by Channel Proportion of Main Shops and Top-Up Shops at each Channel Mission spend at each Channel Frequency of Missions
For further information contact… t. 0113 394 4670 e. craig.bradley@evolution-insights.com
07 | Issue 38 | November 2015
insight
The proportion of shoppers that have a supermarket loyalty card Loyalty points, or trading stamps, have been around for decades. Among the best remembered are Green Shield Stamps. Lick and stick the stamps in a saver book and choose anything from a mouth organ to a motor boat from the catalogue. The modern-day loyalty card was born in 1995 with the hugely successful Tesco Clubcard. The modern loyalty card works with a simple trade. By handing over their card at each shop, the consumer agrees to give the retailer access to useful data including their age, when they shop, what they buy and how often. Such detail is key for cutting costs and maximising revenue in distribution and promotion.
This is an extract from our Loyalty Cards & Price Match 2015 report. Please contact us for further information Issue 38 | November 2015 |
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feature
Christmas tastes better on a budget Blind tests on festive treats have shown quality food and drink does not require the bank balance of a lottery winner. Aldi’s £12.99 Veuve Monsigny Champagne Brut scored higher than Fortnum & Mason's £32.50 Blanc de Blancs Brut. Morrisons claimed the joint top spot for its festive Oak Smoked Salmon and Christmas Tree Smoked Salmon. A test team ate and drank their way through 185 different festive foods across 13 categories.
Source: Daily Mail
09 | Issue 38 | November 2015
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How The UK Shops 2015 Online Grocery Channel This report looks in detail at the Online channel as a whole, then in more detail at Tesco.com, Asda.com, Sainsburys.co.uk, Morrisons.com, Waitrose.com and Ocado.com Shoppers were asked if they have used another retailer to benefit from an introductory offer
9% 44%
Note: 57% of Ocado primary shoppers have used another retailer because of an introductory offer
47% Yes, have done No, but would consider No, wouldn't do
8%
8%
12%
46%
52%
48%
47%
40%
41%
8%
14%
43%
30%
24%
39%
49%
57% 36%
This is an extract from How The UK Shops 2015: Online Grocery Channel report. Please contact us for further information Issue 38 | November 2015 |
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report catalogue EVOLUTION SUBSCRIPTION
Evolution report catalogue 2015 Health & Product Information
Explores shoppers’ attitudes to health and healthy eating, nutrition labels and how healthy shoppers are in their own opinion. We will also provide an overview of the drivers associated with buying healthy products
Published January 2015
Loyalty Cards & Price Matching
This is a new report that will look into the main retailers offering of loyalty cards in terms of what they offer and how they work, who used them and if they are redeemed. Brand match is a concept that has been taken up by most of the large retailers, so we will look at how individual retailers define their brand match, what they offer in return, and what shoppers think of it.
Published January 2015
In-store Decision Making 2015
The Decision Making 2015 report will provide a detailed look into the Shopper Decision Hierarchy, i.e. how shoppers make decisions when confronted with a number of products in-store. We will describe the types of planning that Shoppers will do prior to the shop, and how each of them will influence their decision making in-store – from being faced with a category selection, all the way down to the selection of a single product. Of course, the order of the hierarchy is not the same for every shopper in each category, but we have ascertained the most typical SDH in 11 different categories (Inc. Cereal, Crisps and yogurts).
Published March 2015
Planning 2015- The use of lists and pre shop knowledge
In our Planning 2015 report we will explore the extent that shoppers pre-plan before entering the store. We examine what characteristics shoppers know about the items they plan to buy and if those who use a shopping list will know more or less characteristics about the item they plan to buy than shoppers who don’t use a list. We will also give insight into how likely a shopper is to pick up an unplanned product on impulse from different locations in store.
11 | Issue 38 | November 2015
Published March 2015
report catalogue
Channel Series (7 Individual Reports)
These reports will give a holistic view on where shoppers go, how frequently and most importantly why they choose the different channels to fulfil their shopping needs. This collection will be comprised of the seven following reports:
Supermarket Discount Supermarket Convenience High Street Discounters Bulk Discounters Online Click & Collect
Published
Published June 2015 Published June 2015 Published June 2015 Published July 2015 Published August 2015 Published September 2015 Published October 2015
Shopper Missions
This report takes an in-depth look at Shopper Missions and examines shoppers’ behaviour across Main Shop and Top-up Shop in relation to frequency, patterns, channel, planning, spend and more.
Not Published Due Nov 2015
Main shop Top-up Meal for Tonight
On-the-go Series 2015 (3 individual reports)
The on-the-go mission is defined as food/and or drinks purchased and consumed outside of the home, on the same day, this Not Published includes quick service restaurants. This series will cover three key Due Dec 2015 missions: Breakfast, Lunch and Snacking On-The-Go, drawing comparisons from 5 years of previous research in this area. This first instalment of the series will focus on the Breakfast On-The-Go mission. Breakfast On the go Lunch On the go Snacking On the go
The Use of Digital Devices for Food & Grocery Shopping
The Digital Shopping report looks at how these technologies are being adopted by shoppers. Specifically, we will look at technology penetration and usage, apps, contactless payment and social media – all in relation to the Food & Grocery sector.
Not Published Due Dec 2015
Issue 38 | November 2015 |
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get in touch
EVOLUTION SUBSCRIPTION
Contact Us See how we can help We are specialists in understanding supermarket shoppers Evolution Insights delivers off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies. Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase. As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight.
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