REPORT
SHOPPER TREND
SHOPPER INSIGHTS | REPORTS | CONSULTANCY | STRATEGY | ISSUE 39 | DECEMBER 15
evolution : knowing : listening : understanding grocery shoppers
In this month’s issue
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Profile of Home Delivery & Click & Collect Shoppers Key Drivers to Breakfast On-The-Go Shoppers Missions carried out at each channel How shoppers determine if a product is healthy Evolution report catalogue 2016 Shopper Share of Convenience Stores
coming soon
The On-The-Go Shopper Missions Series: Breakfast On-The-Go 2015 The on-the-go mission is defined as food/and or drinks purchased and consumed outside of the home, on the same day, this includes quick service restaurants. This series will cover three key 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. This report will help you understand: Mission Penetration, Number of Visits and Store Repertoire The penetration of the breakfast On-The-Go mission by gender, age and SEG. The average number of Breakfast On-The-Go missions carried out each week and how many stores shoppers visit regularly. Choice – Channel/Retailer This research will examine which channels shoppers regularly visit to purchase food/drinks for Breakfast consumption, channels covered include: Sandwich Shops/Bakeries, Convenience Stores, Fast Food Restaurants, Supermarkets, Coffee Shops, High Street Retailers and Discounters. Retailer share will also be explored and compared to previous research. Choice – Category Categories shoppers bought on their last Breakfast-On-The-Go mission. The proportion of shoppers that purchased food only, drinks only, food and drinks, or food and drinks as part of a meal deal. The proportion of shoppers that subsidise their Breakfast On-The-Go meal occasions with items brought from home, and which items shoppers are most likely to bring. Key Drivers & Spend The importance of Health, Price, Taste, Quality and To Fill Me Up when making purchase decisions for Breakfast On-The-Go; how the different demographics value each criteria. Spend will also be outlined and compared to the previous 5 years. Circumstances What encouraged shoppers to make their last Breakfast On-The-Go purchase e.g. they were on the daily commute, out shopping or needing to eat Breakfast at work.
For further information contact… t. 0113 394 4670 e. craig.bradley@evolution-insights.com
01 | Issue 39 | December 2015
Hello and welcome to Issue 39 of our new look Shopper Trend Report.
As we enter the busiest and most crucial trading period of the year, the big 4 will be pinning their hopes on a better Christmas than last year. However sales growth will not be easy to come by, there will be pressure from both Aldi and Lidl as they have expanded aggressively over the last year and are edging ever closer to the mainstream.
In this month’s issue... INSIGHT: Profile of Home Delivery & Click & Collect Shoppers
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INSIGHT: Key Drivers to Breakfast On-TheGo
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Online is likely to play a key role in food & grocery shopping this Christmas, with more shoppers recognising the convenience this channel offers in such a busy shopping period. Click & collect is also likely to shine this year as more retailers promise a next day service.
INSIGHT: Shoppers Missions carried out at each channel
We would like to wish all our readers a very Merry Christmas and a prosperous 2016.
COMING SOON: Shopper Missions 2015 _________________________________________
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COMING SOON: Digital - The use of smartphones and digital devices for grocery shopping 2015
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INSIGHT: How shoppers determine if a product is healthy
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Michael Symonds Research Manager 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.
FEATURE: Evolution report catalogue 2016
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INSIGHT: Shopper Share of Convenience Stores
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Evolution report catalogue 2015
Š Evolution Insights Ltd 2015
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Issue 39 37 | December October 2015 2015 ||
insight
Profile of Home Delivery & Click & Collect Shoppers Online Grocery shopping offers two ways for shoppers to receive their grocery items: Home Delivery or (Click &) Collect. Our How The UK Shops 2015 - Home Delivery and Click & Collect report looks into. What Each Retailer Provides in Terms of Home Delivery and Click & Collect Channel Penetration of Both Home Delivery and Click & Collect Profile of Home Delivery and Click & Collect Shoppers Shoppers Use of Home Delivery, Experiences With and Future Trends of Home Delivery Shoppers Use of Click & Collect, Location of Collection Point, Purchasing Extra Items and Reasons for Choosing Click & Collect
By Life Stage Note: Young Families are 58% more likely to use Click & Collect than the Online Channel average. Home Delivery
158 41%
96 100 15%
97
103
31%
33%
25%
Click & Collect
104 25%
80
50
12%
12%
Singletons
Young Families
Older Families
Empty Nesters
100
75
4%
3%
Silver Shoppers
N.B. Index against the Online shoppers profile is shown above each bar on the graph This is an extract from our How The UK Shops 2015 - Home Delivery and Click & Collect report. Please contact us for further information
03 | Issue 39 | December 2015
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Key Drivers to Breakfast On-The-Go
On-the-go shopper missions are defined as the food and drink items purchased for that meal occasion, rather than products synonymous with the meal occasion. Therefore it is possible for a shopper to buy a traditional lunch time sandwich to be eaten for breakfast, a soft drink and crisps for lunch, and a breakfast bar as a snack. The short definitions above are the controlling factor. All missions must include a food item.
Product Choice – Key Drivers The importance of the following criteria when choosing Food/Drinks to be consumed as part of Breakfast On-The-Go. The higher the number, the greater the importance (100 = Very Important)…
Despite Health being the least important driver it has become increasingly important since 2012. Price has also gained higher importance since 2012.
This is an extract from our On-the-go Series 2015 – Breakfast Onthe-go report. Please contact us for further information
Issue 39 | December 2015 |
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Shoppers Missions carried out at each channel In general terms, a mission is the original reason that a shopper embarked on a shopping trip. There are many different types of missions that a shopper can carry out.
All of these missions can be defined under one of two meta-missions: Main Shop and a Top-Up Shop.
This is an extract from our Shopper Missions 2015 report. Please contact us for further information
05 | Issue 39 | December 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’
For further information contact… t. 0113 394 4670 e. craig.bradley@evolution-insights.com Issue 39 | December 2015 |
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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 39 | December 2015
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How shoppers determine if a product is healthy The World Health Organisation defines Health as: ‘A state of complete physical, mental and social well-being and not merely the absence of disease or infirmity’. 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.
How shoppers determine whether a product is healthy or not
56%
of shoppers still find it difficult to understand the nutritional information on packaging
% in brackets are 2014 results This is an extract from our Health & Product Information 2015 report. Please contact us for further information Issue 39 | December 2015 |
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subscription 2016
Evolution subscription 2016 – Proposed reports Don’t forget Evolution’s
Early Bird Offer £3,950
Offer ends 30th November – Price after 30th £5,000 Report Catalogue
One-off reports Lunchbox Habits (Adults & Children) Health and Product Information Supermarket Own Label Loyalty, Price & Promotion (Brand Loyalty: The Shopper Perspective) The Use of Smartphones & Digital Devices for Grocery Shopping The Grocery Shopper and Social Media Brand Loyalty: The Shopper Perspective Online Grocery Shopping On-the-Go Series Breakfast On-the-Go Lunch On-the-Go Snacking On-the-Go Retailer Series Tesco Asda Sainsbury’s Morrisons The Co-operative Waitrose Marks & Spencer’s Discounters
For further information contact…
09 | Issue 39 | December 2015
t. 0113 394 4670 e. craig.bradley@evolution-insights.com
insight
Shopper Share of Convenience Stores There are currently 46,161 Convenience stores in the UK (June 2015). Convenience stores are less than 3000 sq. ft. in size and have longer, extended opening hours compared to other food and grocery retailer types. The Convenience sector can be divided into different segments: Co-operatives, Multiples, Symbol Groups and Independents.
64%
of household primary shoppers use the Convenience Channel each month
Shopper Share (Convenience Stores Only) Shoppers named their Primary Store, based on their own definition.
This is an extract from How The UK Shops 2015: Convenience Channel report. Please contact us for further information Issue 39 | December 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 39 | December 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 39 | December 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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