Shopper Missions in the UK Food & Grocery Market 2012

Shopper Missions in the UK Food
& Grocery Market 2012

SAMPLE EXTRACT

Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com
www.Evolution-Insights.com 1

About Evolution Insights

Evolution is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke
research for manufacturers, retailers and agencies.

Our research and analysis helps Evolution offer a range of products & services for
clients develop targeted shopper clients in the field of shopper research:-
marketing initiatives designed to
Off-the-shelf research
influence shoppers at the point of
purchase. Evolution’s off the shelf research
publications deliver affordable insight into
shopper motivation and behaviours in UK
food, drink and grocery

Insight Plus

Insight Plus offers your business the
opportunity to engage in any of our regular
We use a range of research shopper research projects in advance of
publication, tailoring the scope to suit your
methodologies to discover genuine needs
insights. Our research incorporates
a broad spectrum of robust Bespoke Consulting
qualitative and quantitative
research techniques. As publishers of research, we are able to
draw upon a wealth of existing proprietary
data for consulting projects – helping to
better inform and shape any further
research requirements.

As a leading publisher of shopper
research, we are ideally placed to
offer your business actionable
Further information is available at our
shopper insight.
website http://www.evolution-
insights.com
Visit and sign up for Reflections, our free
quarterly newsletter offering analysis and
commentary on topical issues

Contents


Contents

Report Summary 7 Main Shop 43
8 Introduction 44
Executive Summary 9 Shoppers’ Definition 45
Main Shop 10 Spend/Trips 46
Top-up Shop 11 Frequency 47
Meal For Tonight 12 Day of the Week 48
On The Go 13 Shopper pattern 49
Channels Overview 14 Channel Choice 50
Planning 15 Store Choice 51
Spend 17 Drivers of channel choice 52
Spend per Occasion 53
Methodology & Key 18 Summary 54
Methodologies 19
Key 20 Top-up Shop 55
Introduction 56
Shopper Missions: Framework 22 Shoppers’ Definition 57
Introduction to Shopper Missions 23 Shoppers Comments 58
Shopper Missions 24 Definition 59
Shopper Mission Definition 26 The Macro Environment 60
Path to Purchase 28 Trends From Abroad 61
The Shopper Context 30 Innovations 62
The Mission Context 31 Spend/Trips 64
Frequency 65
Shopper Missions - Overview 32 Day of the Week 66
Introduction 33 Purpose 67
Definition 34 Shopper pattern 68
Main Shop - Snapshot 35 Channel Choice 69
Top-up Shop - Snapshot 36 Store Choice 70
Meal for Tonight- Snapshot 37 Drivers of channel choice 71
Mission - Spend/Trips 38 Shopping Lists 72
Mission - Channel 39 Spend per Occasion 73
Mission - Life stage 41 Summary 74
Summary 42

Kerry Foods - Shopper Missions Report Spring 2012 4

Contents

Meal For Tonight 75 Online 107
Definition 76 Introduction 108
Shoppers Comments 77 Shopper Missions 109
Spend/Trips 78 Retailer 111
Frequency 79 Main Shop 112
Day of the Week 80 Top-up Shop 113
Shopper pattern 81 Mission profile index vs. all channels 114
Channel Choice 82 Summary 115
Drivers of channel choice 84
Spend per Occasion (Channel Average) 85 C-Store 116
Summary 86 Introduction 117
Main Shop 118
On-The-Go 87 Top-up Shop 120
Introduction 88 MFT 121
Definition 89 Mission profile index vs. all channels 122
The Market 91 Summary 123
Penetration 92
Eating Pattern 94 Frozen Food Stores 124
Weekly Profile 95 Introduction 125
Spend 96 Shopper Mission 126
Barriers to Purchase 97 Mission profile index vs. all channels 127
Channel share of most recent visit 99 Channel Rejections 128
Summary 99 Summary 129

Channel - Supermarket 100 Discount Stores 130
Introduction 101 Introduction 131
Main Shop 102 Shopper Mission 132
Top-up Shop 103 Mission profile index vs. all channels 133
MFT 104 Channel Rejections 134
Mission Profile Index 105 Summary 135
Summary 106


Contents

Planning 136
Introduction 137
Definition 138
Main Shop 139
Top-up Shop 140
MFT 141
Definition (2) 142
Meal Planning – Main shop 143
Meal Planning – Top-up 144
Pre-shop 145
Unplanned Items – Main Shop & OTG 146
Unplanned Items – Top-up 147
Shoppers Comments 148
Families 149
Future Meal Planning 150
Grouping meal ingredients in-store 152
Online 153
Summary 154

Spend 155
Introduction 156
Spend per Occasion (Channel Average) 157
Spend per Occasion (Supermarkets) 158
Spend per Occasion (Online) 159
Budgeting Online 160
Spend per Occasion (Multiple C-stores) 161
Spend per Occasion (Discounters & Frozen) 162
Summary 163

Methodology 164

Glossary 167


Report Summary

This report takes an in-depth look at Shopper Missions
in relation to the UK Food & Grocery industry.

We will:
Identify & define the different Shopper Missions
Look at frequency, and shopper types identified with the missions
Find which channels are related with which missions
See how spend varies across missions
Investigate the differences in planning of individual items, meals,
and shops

www.Evolution-Insights.com

Key (2)

You will also see the following images throughout the report:

Main Shop Specific Item/ Replenishment of Meal For Tonight
Special Occasion General Items


Introduction to Shopper Missions

In this section we will introduce our Shopper
Mission definitions. These definitions will
form the basis of this report and will be
referenced throughout. By their nature
missions are complex and numerous, but can
be broadly categorised according to three key
themes.

We will look at the role of missions within the
whole Path to Purchase and where it fits
within the decision hierarchy…

…and how the mission is affected by both the
shopper context and the mission context.


Shopper Missions (2)

It is not as effective to take a retrospective only look at what they ended up
doing, therefore our research use methodologies to establish the original
reasons for their trip, and what they intended to buy. In this was we could
establish what they had bought that they hadn’t intended to…and why.

Mission + Store influences = Shop Characteristics

*It is always important to note that missions are not necessarily exclusive, and can
often be made up of a number of sub missions.


Shopper Missions’ Definition’s (2)

A household’s main/largest shop,
Main Shop which is usually planned and covers a
variety of categories

A shopping trip with the express purpose
Meal For of buying products for consumption the
Tonight same evening

Relates to a
Specific reactive quick trip to a store for items that
Top-Up Shop
Need/Occasion the consumer has run out of, desires, or
for a specific occasion

Replenishment A quick trip to replenish
key commodity items that are perishable
of staple items
in nature.

Buying any food and/or drink for consumption
On-The-Go that day on-the-go, i.e. outside the home


Path To Purchase (2)

Evolution’s Path
to Purchase
Model
Category
Channel

Mission
Channel Category

Need State Type Brand

ATL Consumer
Shopper
Decision
Mind-set
Hierarchy

Shopper Missions: The Mission Context

The ‘mission context’ is Evolution’s model for relating the purpose of a particular shopping trip. Different combinations of
the component drivers influence store choice and in-store behaviour on different missions.

Drivers of the mission context:

Consumer
Focus Time Location shopper
List Transport Occasion Liquidity constraints relationship

• Lists often help focus the shopper on the task in hand, reducing their susceptibility to interruption and impulse purchases.
• Transport to and from the store can influence the shopper’s behaviour in-store. Shoppers who walk or take public transport may be
more constrained than those with cars in terms of their capacity to carry goods.
• Occasion - While top-up missions are often quick focused trips, those for a specific occasion can be more open to marketing.
• Liquidity is often variable relating to time of week/month and payment of salary, and can influence the shopper’s mental budget on a
given mission.
• Focus is the degree of specificity that the shopper has towards their mission, for example it may be a strict mission with little openness
to interruption.
• Time constraints can often influence store choice and degree of focus for the mission.
• Location is the current position of the shopper, for example they may be on foot in the high street on a broader shopping trip, or they
may be at home planning their top-up as a specific visit in the car.
• The consumer shopper relationship reflects that fact that the shopper and consumer are not always the same. The motivations and
behaviour of the shopper vary accordingly.


Mission - Spend/Trips

Here we can see what proportion of the total number of shopping trips are covered by each mission, compared to their
proportion share of the total spend.

Shopping Spend… 8%
15% 10%
trips…
40%
22%
36%

54%
16%


Main Shop – Shoppers’ Definition

Shoppers have varying views to what a large/weekly shop actually means to them. Indeed, what could constitute a main
shop to one person (using number of categories bought only) may only constitute a top-up to another. An individuals
circumstance has a big impact on this definition.

I’d get distracted A weekly shop that I do one every other I shop twice each It’s pay day and I
and come out with lasts me for the week week because there are week and I can do need to fill the
twice as much stuff Young couple, no children only two of us at home. two full trollies fridge, freezer and
if I went I tend to top up a lot. Older family fruit bowl
somewhere else No children Young family
Single, no family.
It’s when I spend the
It’s when I take my big I always go either
most
Because we’ve run recycled bags Post-family
Friday nights or
out of so much stuff Older family Sundays, there’s only
Young family, multiple eggs left in the fridge!
children Young family

It’s my regular big shop, When you get your
I’ve run out of a lot of cleaning shop, your
things, we need food for shampoos, the wine, the
the weekend... beer
No family
Older family

It’s when I go on my
My list had got long enough and I own, I never take the 4 I’m buying for the rest of the week and
needed hair gel, however it’ll be a year old the weekend, I usually do today or
reduced main shop because the Young family Friday – my days off. The reason I’ve
boys are at the child minders all changed and decided to come to Tesco
week and we’re eating out a lot at I’ve just got back from a week’s instead of Sainsbury’s is my £5 off £50
the weekend holiday and have nothing fresh in! voucher which came from clubcard
Single, no family Young family, multiple children
Young family, multiple children


Top-up Shop - Shopping Lists

Top-up missions are Demographic profiles
by their nature of shoppers illustrate
typically reactive to little variance in
specific needs. This is relation to use of a
reflected in the vast written shopping list.
majority of top-up The exception to this
shoppers using either is elderly shoppers
a written list or at aged 65-74 who, our
least a good idea in research suggests,
mind before they are the most likely to
enter the store. use a written
shopping list.

*This refers to the items that
drove the mission, i.e. the initial
reason for their shopping trip.
Whilst conducting this shop, other
items are purchased which were
unplanned. (We are not suggesting
that 75% of items are planned)


OTG - Penetration (2)

With a growth in in Great Britain aged 18-74 who did a top-up shop in the last missions bought fresh this
Over 80% of adultsshopping on-the-go we examined the separate on-the-gotwo weeksto see where food.growth is coming from. All
four on-the-go missions are being undertaken more regularly than last year, with the most significant growth in the breakfast on-
the-go market.

• The on-the-go market has grown in all
Penetration of the different on-the-go shopper missions as a proportion of the UK missions, driven by increased time and
population financial pressures, a faster pace of life
and a general change in the work life
80 balance.

70 • 23.0% of the people say that they shop
17.7% for breakfast on-the-go at least once a
8.2% week. This has increased by almost half
60 56.5
53.0 (49.4%) of last years market.
50 • 53.0% of people shop for lunch on-the-go
at least once a week, making it the
40
%

second most popular on-the-go mission.

30
49.4% • 17.5% of people regularly shop for
23.0 8.2% evening meals on-the-go at least once a
17.5 week, making it the least common on-
20
the-go mission.
10 • 56.5% of people buy snacks on-the-go in
between meals. This market has also
0 grown compared to last year,
Breakfast Lunchtime Evening Snacking (food demonstrating an increase of 17.7% in
and/or drink eaten snacking on-the-go, now making it the
between meals) most popular on-the go mission.


Online - Retailer

Tesco’s have placed a lot of emphasis on their online propositions and in turn have become the most popular online retailer. Not only have they been
successful in securing loyalty from their own supermarket shoppers, they have also attracted a significant share of shoppers from other retailers, most
noticeably Morrisons’ shoppers.

Online grocery retailer used by multi-channel shoppers, by offline retailer • Here we can in essence measure the
90.0 extent of store loyalty amongst shoppers.
82.1 With barriers such as location removed
80.0 when shopping online, it is interesting to
70.0
70.0 see where shoppers shop online,
compared to offline. Here we can see that
60.0 Tesco shoppers are the most loyal with
50.4
50.0 47.3 82% choosing to also shop with them
online. Sainsbury's fair the worst with
%

40.0 less than half (47%) of their in store
30.0 24.9 shoppers choosing them as their online
19.4 21.0 retailer and a quarter choosing instead to
20.0 shop online with Tesco.
12.6
6.3 7.1 7.7 8.3
10.0 3.8 3.5 2.5 5.1 1.8 1.8 5.0 5.94.2
0.5 1.00.3 0.5 0.9 0.5 1.8 1.81.2 0.8 0.0 • Perhaps of most interest is the
0.0 destination of Morrisons shoppers who
Tesco Asda Sainsbury's Morrisons also shop online. With Morrisons are yet
to launch their online offering, and half of
Tesco.com Sainsburys.co.uk Asda.co.uk
their online shoppers using Tesco.com,
Ocado.com Waitrose.com Amazon.co.uk Grocery
we suggest that Morrisons may struggle
to regain the loyalty of its shoppers whom
have already established comfort and
Tesco.com has been particularly successful at not only driving high levels of routine with a different online retailer.
store loyalty among Tesco shoppers, but attracting significant proportions of
other Big 4 shoppers through its universal appeal and leadership in online
grocery.


Planning – Definition (2)

When we talk about shoppers planning to buy items, we need to think about the level of
planning that takes place. There are four different levels, outlined below, that can be known for
each item prior to the shop. The amount of information known tells us the level of planning
that has gone into the item. The more planned the item is, the less likely the shopper is to stray.

Example
The shopper can know any
Category – The category which the shopper combination of these, with
plans to buy. This is the most basic the item ranging from 25%-
information the shopper plans in advance. Cheese
100% planned (if they know
all levels of detail).
Brand – The brand the shopper plans to buy
Cathedral City
within that category.

Flavour – The flavour or type the shopper
plans to buy. Mature White

Size – The size or quantity the shopper
plans to buy. 200g


Methodology

www.evolution-insights.com 20

Methodology

Evolution’s methodology • Evolution carried out a preliminary survey of around 100
shoppers to test questions for the main survey.

• Detailed secondary and desk research is conducted to define
Secondary Preliminary the topic area, macro drivers and trends, scope and examples
and desk quantitative within the research topic.
research survey • Initial insights gained are used to help further design the main
survey.

• A main survey is completed by at least 1,000 UK adults who are
the primary household shopper for food & grocery.
Main
Focus groups quantitative • Focus groups are carried out to further enhance the secondary
survey research and main quantitative survey.

• Accompanied shops were carried out with 20 shoppers in order
to gain a better understanding of the difference between what
the planning and the outcome of the shop.

Shopper Accompanied • 20 shoppers kept a diary for the whole of March 2012, which
Diary’s shops detailed each shop conducted in that period. Set questions
were asked which the shopper filled out both pre- and prior to
the shop.

• Comprehensive and detailed assessment of all the data
received was then used to uncover insights.

Insights • Throughout this process, primary research was supported by
secondary research drawing on Evolution’s proprietary
databases, national statistics, news and industry resources.


Methodology: Quantitative Research

Main topics of questions in quantitative survey • Detailed shopper insights were
gained from a survey of 1,033
Demographic profiling primary shoppers. The samples
were fully representative of the UK
population.

Frequency of Shopper Missions (Online & Offline) and days shopped • The survey contained questions
relating to topics outlined to the
left – in addition to standard
demographic profiling questions
Retailers used and Drivers of store choice
• The questions were designed to
give maximum insight into
shopper’s motivation and
Level of planning of shop behaviour

• Additional questions were asked to
give further insights into general
Planning of meals behaviour and attitudes into price
comparisons.

• The survey was carried out during
Spring 2012.
Spend


Glossary


Glossary
ABC1C2DE – Socio demographic profile using job type (if applicable). Food Standards Authority’s traffic light system – a colour coded system to
Above the line (ATL) – Advertising using the main 5 media types of show the levels of fat, saturated fat, sugars and salt in food products.
television, press, radio, cinema, and posters to promote brands. Impulse – A sudden wish or urge that prompts an unplanned act or feeling
App – A smartphone application Index - A statistical measure of change compared to an average.
Journey - the path of the shopper through the website.
Approach – the way a shopper typically builds their online shopping basket
Main Shop - Main household shops, usually planned covering most
BBE date – Best before end date categories.
Below the line (BTL) – Advertising using non-media communication. MFT – Meal for Tonight
Typically sales promotions as short-term incentives, largely aimed at M-commerce - buying and selling of products or services over mobile
consumers in-store. electronic systems such as the smartphones
Big Four – The largest four grocer retailers in the UK by market share. Mental budget - An often subconscious budget most shoppers possess
Budget - An estimate of income and expenditure for a set period of time before and during a shopping trip, which influences overall and individual
item spend.
Cashback – money shoppers can claim back.
Microsite – Internet website dedicated to a particular brand, using a different
Category driver – key influences driving the growth of any given category (branded) URL
Channel – Retail distribution type for example supermarket, c-store, CTN Modality – The way a shopper behaves in-store.
Circumstances – The circumstances of the shopper when and where they OTG – On the GO (mission type)
undertake their shop Primary shopper – the main shopper in a household.
Demographic – Characteristics of the population (including sex, race, age Promotion – Discounts and offers
and income). Retail driver - key influences driving a shoppers choice of retailer
Digital media – digital marketing medium for example social media, mobile, Shopper context – Evolution’s model for determining the profile of an
digital signage. individual shopper.
Digital shopper marketing – Shopper marketing that utilises digital media Shopper marketing – Any marketing activity aimed at the shopper
Disposable income – income remaining after deduction of taxes and other throughout their path to purchase.
mandatory charges, available to be spent or saved as one wishes. Shopper mission – the reason/purpose of the shopping trip from the
shopper’s perspective.
DSM – Digital shopper marketing
Smartphone – An internet enabled mobile phone device that runs
E-commerce - buying and selling of products or services over electronic applications (‘apps’).
systems such as the Internet and other computer networks Socio-demographic - Characteristics of the population (including sex, race,
Economic climate - the general condition of the economy in a particular age and income).
country or in the world Stock up mission - Planned, infrequent and typically high volume. Typically
e-retailer/e-tailer – a retailer which trades online. once a month
Favourites – a feature of some online food and grocery retailers that allows Technologically savvy – someone who is up-to-date with and uses technology
shopper to access a list of products they have bought in the past, most often regularly.
or most recently. Top-up - A shopping mission to buy food and grocery for the home in
between the main household shop. It excludes food and drink on the go,
FMCG – Fast moving consumer goods, often used to refer to a manufacturer. newsagent products and takeaways
Food and grocery - Foodstuffs and various household supplies

Contact us

Evolution Insights Ltd

Prospect House
32 Sovereign Street
Leeds
LS1 4BJ

Telephone: 0113 336 6000

e-mail: insights@evolution-insights.com

Web: http://www.evolution-insights.com
Company No. 07006001
Country of Incorporation: United Kingdom

© Evolution Insights Ltd. All rights reserved 25

Shopper Missions in the UK Food & Grocery Market 2012

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Destaque

Destaque (6)

Semelhante a Shopper Missions in the UK Food & Grocery Market 2012

Semelhante a Shopper Missions in the UK Food & Grocery Market 2012 (20)

Mais de Evolution Insights

Mais de Evolution Insights (11)

Shopper Missions in the UK Food & Grocery Market 2012