Where Britain Shops: Supermarkets 2009

Introduction

Verdict Research: With the onset of the recession, there has been a marked change in the way consumers use supermarkets and in which ones they favour. However, the one trend that remains is that supermarkets continue to build ever more diverse offers, presenting an increasing threat to specialist retailers in a growing number of different sectors.

Report Highlights
Highlights

Tesco has performed strongly in food, but less so in non-food. In food it has grown its share of shoppers by 3.0 percentage points. However, non-food performance was weaker, with Tesco's sector share falling in almost every category. The grocer has suffered from its shoppers cutting back on discretionary purchases when performing their food shops

More men are shopping in supermarkets. In food the share of male shoppers has risen by 2.1 percentage points year-on-year to 43.4%, as males take on a greater share of household duties and the number of single men has grown. Consequently, men have loomed larger in the gender ratio in shopper shares of most non-food sectors

The percentage of clothing and footwear shoppers using supermarkets has risen. As price becomes more important to frugal consumers, supermarkets' value-led offers have become more appealing. Growth came from the oldest and youngest shoppers and DEs, with penetration of ABs actually falling. Asda has been the main beneficiary of this trend.
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About the cDNA programme 4

Section 1: Executive Summary 5
- Executive summary 6

Section 2: Use of Supermarkets 7
- Summary 8
- Share of consumers 10
- Profile of supermarket shoppers 11
- Profile of shoppers who don’t use supermarkets 12
- Department usage 13
- Share of shoppers by retailer 15
- Cross-department usage 16
- Profile of shoppers by retailer

Section 3: Department Analysis 17
Clothing - Key findings 18
- Customer demographics 19
- Share of shoppers by retailer 21
DIY - Key findings 22
- Customer demographics 23
- Share of shoppers by retailer 25
Electricals - Key findings 26
- Customer demographics 27
- Share of shoppers by retailer 29
Food & grocery - Key findings 30
- Customer demographics 31
- Share of shoppers by retailer 33
Footwear - Key findings 34
- Customer demographics 35 - Share of shoppers by retailer 37
Homewares - Key findings 38
- Customer demographics 39
- Share of shoppers by retailer 41
Music & video - Key findings 42
- Customer demographics 43
- Share of shoppers by retailer 45
Personal care - Key findings 46
- Customer demographics 47
- Share of shoppers by retailer 49

continued Þ
Section 4: Supermarket Retailer Profiles 50
Asda - Key findings 51
- Share of shoppers 52
- Customer demographics 53
- Department usage 55
- Cross-department usage 56
- Competitors 57
Morrison - Key findings 58
- Share of shoppers 59
- Customer demographics 60
- Department usage 62
- Cross-department usage 63
- Competitors 64
Sainsbury - Key findings 65
- Share of shoppers 66
- Customer demographics 67
- Department usage 69
- Cross-department usage 70
- Competitors 71
Tesco - Key findings 72
- Share of shoppers 73
- Customer demographics 74
- Department usage 76
- Cross-department usage 77
- Competitors 78

cDNA Methodology 79
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List of Tables
List of Figures
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