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How Britain Shops 2008: Personal Care - Verdict Research: Based on a representative survey of 6,000 adults, this report provides a detailed analysis of consumer trends, customer loyalty and shopper profiles for key players in the personal care market

Published by: Verdict Research Ltd

Published: May. 26, 2008 - 149 Pages


Table of Contents


CHAPTER 1 INTRODUCTION
What is cDNA?
CHAPTER 2 EXECUTIVE SUMMARY
Key Findings
Retailer Highlights
Profile of Personal Care Shoppers
Penetration of Personal Care Shoppers
Retailer Usage
Main User Share by Region
Conversion Rates
Shopping Around
Loyalty
Drivers of Loyalty/Disloyalty
CHAPTER 3 ALLIANCE BOOTS
Key Findings
Visitors
Main Users
Conversion Rates
Loyalty
Competitors
CHAPTER 4 ASDA
Key Findings
Visitors
Main Users
Conversion Rates
Loyalty
Competitors
CHAPTER 5 AVON
Key Findings
Visitors
Main Users
Conversion Rates
Loyalty
Competitors
CHAPTER 6 MORRISON
Key Findings
Visitors
Main Users
Conversion Rates
Loyalty
Competitors
CHAPTER 7 SAINSBURY
Key Findings
Visitors
Main Users
Conversion Rates
Loyalty
Competitors
CHAPTER 8 SUPERDRUG
Key Findings
Visitors
Main Users
Conversion Rates
Conversion Rates
Loyalty
Competitors
CHAPTER 9 TESCO
Key Findings
Visitors
Main Users
Conversion Rates
Loyalty
Competitors
CHAPTER 10 WILKINSON
Key Findings
Visitors
Main Users
Conversion Rates
Conversion Rates
Loyalty
Competitors
CHAPTER 11 APPENDIX
Basic methodology
The selection of parliamentary constituencies
Metropolitan county
Other 100% urban
Mixed urban/rural
Rural
The selection of enumeration districts
The selection of respondents
Post survey weighting
List of Tables
Table 1: Profile of personal care shoppers by region 2008
Table 2: % of active personal care shoppers regularly using each retailer 2004-2008
Table 3: Share of active personal care shoppers using a given retailer as their main store 2004-2008
Table 4: Share of active personal care shoppers naming a retailer as their main store - by TV region 2008
Table 5: Average rate of conversion from visitor to main user - by TV region 2008 (%)
Table 6: Average number of other stores used - by TV region 2008
Table 7: % of personal care shoppers that are loyal to their main store - by TV region 2008
Table 8: Detailed drivers of loyalty 2008
Table 9: Personal care loyalty scores by retailer 2004-2008
Table 10: Personal care disloyalty scores by retailer 2004-2008
Table 11: What disloyal users preferred about other personal care stores 2004-2008
Table 12: Visitor share by region 2008
Table 13: Main user share by region 2008
Table 14: Conversion rates by region 2008
Table 15: Loyalty by region 2008
Table 16: Drivers of loyalty 2008
Table 17: Drivers of disloyalty 2008
Table 18: Potential change 2008
Table 19: Top retailers used in other sectors 2008
Table 20: Other personal care stores used 2004-2008
Table 21: Visitor share by region 2008
Table 22: Main user share by region 2008
Table 23: Conversion rates by region 2008
Table 24: Loyalty - by region 2008
Table 25: Drivers of loyalty 2008
Table 26: Drivers of disloyalty 2008
Table 27: Potential change 2008
Table 28: Top retailers used in other sectors 2008
Table 29: Other personal care stores used 2004-2008
Table 30: Visitor share by region 2008
Table 31: Main user share by region 2008
Table 32: Conversion rates by region 2008
Table 33: Loyalty by region 2008
Table 34: Drivers of loyalty 2008
Table 35: Drivers of disloyalty 2008
Table 36: Potential change 2008
Table 37: Top retailers used in other sectors 2008
Table 38: Other personal care stores used 2004-2008
Table 39: Visitor share by region 2008
Table 40: Main user share by region 2008
Table 41: Conversion rates by region 2008
Table 42: Loyalty by region 2008
Table 43: Drivers of loyalty 2008
Table 44: Drivers of disloyalty 2008
Table 45: Potential change 2008
Table 46: Top retailers used in other sectors 2008
Table 47: Other personal care stores used 2004-2008
Table 48: Visitor share by region 2008
Table 49: Main user share by region 2008
Table 50: Conversion rates by region 2008
Table 51: Loyalty by region 2008
Table 52: Drivers of loyalty 2008
Table 53: Drivers of disloyalty 2008
Table 54: Potential change 2008
Table 55: Top retailers used in other sectors 2008
Table 56: Other personal care stores used 2004-2008
Table 57: Visitor share by region 2008
Table 58: Main user share by region 2008
Table 59: Conversion rates by region 2008
Table 60: Loyalty by region 2008
Table 61: Drivers of loyalty 2008
Table 62: Drivers of disloyalty 2008
Table 63: Potential change 2008
Table 64: Top retailers used in other sectors 2008
Table 65: Other personal care stores used 2004-2008
Table 66: Visitor share by region 2008
Table 67: Main user share by region 2008
Table 68: Conversion rates by region 2008
Table 69: Loyalty by region 2008
Table 70: Drivers of loyalty 2008
Table 71: Drivers of disloyalty 2008
Table 72: Potential change 2008
Table 73: Top retailers used in other sectors 2008
Table 74: Other personal care stores used 2004-2008
Table 75: Visitor share by region 2008
Table 76: Main user share by region 2008
Table 77: Conversion rates by region 2008
Table 78: Loyalty by region 2008
Table 79: Drivers of loyalty 2008
Table 80: Drivers of disloyalty 2008
Table 81: Potential change 2008
Table 82: Top retailers used in other sectors 2008
Table 83: Other personal care stores used 2004-2008
Table 84: Sample sizes by sector 2008
List of Figures
Figure 1: Personal care share of shopper 2004-2008 (%)
Figure 2: Profile of personal care shoppers by gender 2004-2008 (%)
Figure 3: Profile of personal care shoppers by age bracket 2004-2008 (%)
Figure 4: Profile of personal care shoppers by socio-economic class 2004-2008 (%)
Figure 5: % of consumers who shop for personal care by demographics 2008
Figure 6: % of consumers who shop for personal care by TV region 2008
Figure 7: Concentration of main user share of Top Five retailers 2006
Figure 8: Concentration of main user share of Top Five retailers 2007
Figure 9: Concentration of main user share of Top Five retailers 2008
Figure 10: Average rate of conversion from visitor to main user 2004-2008 (%)
Figure 11: Rate of conversion from visitors to main users - by retailer 2008 (%)
Figure 12: Average number of other stores used 2004-2008
Figure 13: Average number of other stores used - by retailer 2008
Figure 14: % of personal care shoppers that are loyal to their main store 2004-2008
Figure 15: % of personal care shoppers that are loyal to their main store - by demographic group 2008
Figure 16: % of personal care shoppers that are loyal to their main store - by retailer 2008
Figure 17: Percentage point change in loyalty rates since last year by retailer 2008
Figure 18: Percentage point change in loyalty rates since last year by retailer 2008
Figure 19: Visitor share 2004-2008 (%)
Figure 20: Visitor share - by demographic group 2008 (%)
Figure 21: Main user share 2004-2008 (%)
Figure 22: Main user share by demographic group 2008 (%)
Figure 23: Conversion rates 2004-2008 (%)
Figure 24: Conversion rates by demographic group 2008 (%)
Figure 25: Loyalty 2004-2008 (%)
Figure 26: Loyalty by demographics 2008 (%)
Figure 27: Preference stores 2008 (%)
Figure 28: Shopping around 2004-2008
Figure 29: Visitor share 2004-2008 (%)
Figure 30: Visitor share by demographic group 2008 (%)
Figure 31: Main user share 2004-2008
Figure 32: Main user share by demographic group 2008 (%)
Figure 33: Conversion rates 2004-2008 (%)
Figure 34: Conversion rates by demographic group 2008 (%)
Figure 35: Loyalty 2004-2008 (%)
Figure 36: Loyalty - by demographics 2008 (%)
Figure 37: Preference stores 2008 (%)
Figure 38: Shopping around 2004-2008
Figure 39: Visitor share 2004-2008 (%)
Figure 40: Visitor share by demographic group 2008 (%)
Figure 41: Main user share 2004-2008 (%)
Figure 42: Main user share by demographic group 2008 (%)
Figure 43: Conversion rates 2004-2008 (%)
Figure 44: Conversion rates by demographic group 2008 (%)
Figure 45: Loyalty 2004-2008 (%)
Figure 46: Loyalty by demographics 2008 (%)
Figure 47: Preference stores 2008 (%)
Figure 48: Shopping around 2004-2008
Figure 49: Visitor share 2004-2008 (%)
Figure 50: Visitor share by demographic group 2008 (%)
Figure 51: Main user share 2004-2008 (%)
Figure 52: Main user share by demographic group 2008 (%)
Figure 53: Conversion rates 2004-2008 (%)
Figure 54: Conversion rates by demographic group 2008 (%)
Figure 55: Loyalty 2004-2008 (%)
Figure 56: Loyalty by demographics 2008 (%)
Figure 57: Preference stores 2008 (%)
Figure 58: Shopping around 2004-2008
Figure 59: Visitor share 2004-2008 (%)
Figure 60: Visitor share by demographic group 2008
Figure 61: Main user share 2004-2008 (%)
Figure 62: Main user share by demographic group 2008 (%)
Figure 63: Conversion rates 2004-2008 (%)
Figure 64: Conversion rates by demographic group 2008 (%)
Figure 65: Loyalty 2004-2008 (%)
Figure 66: Loyalty by demographics 2008 (%)
Figure 67: Preference stores 2008 (%)
Figure 68: Shopping around 2004-2008
Figure 69: Visitor share 2004-2008 (%)
Figure 70: Visitor share by demographic group 2008 (%)
Figure 71: Main user share 2004-2008 (%)
Figure 72: Main user share by demographic group 2008
Figure 73: Conversion rates 2004-2008 (%)
Figure 74: Conversion rates by demographic group 2008 (%)
Figure 75: Loyalty 2004-2008 (%)
Figure 76: Loyalty by demographics 2008 (%)
Figure 77: Preference stores 2008 (%)
Figure 78: Shopping around 2004-2008
Figure 79: Visitor share 2004-2008 (%)
Figure 80: Visitor share by demographic group 2008 (%)
Figure 81: Main user share 2004-2008 (%)
Figure 82: Main user share by demographic group 2008 (%)
Figure 83: Conversion rates 2004-2008 (%)
Figure 84: Conversion rates by demographic group 2008 (%)
Figure 85: Loyalty 2004-2008
Figure 86: Loyalty by demographics 2008
Figure 87: Preference stores 2008 (%)
Figure 88: Shopping around 2004-2008
Figure 89: Visitor share 2004-2008 (%)
Figure 90: Visitor share by demographic group 2008 (%)
Figure 91: Main user share 2004-2008 (%)
Figure 92: Main user share by demographic group 2008 (%)
Figure 93: Conversion rates 2004-2008 (%)
Figure 94: Conversion rates by demographic group 2008 (%)
Figure 95: Loyalty 2004-2008 (%)
Figure 96: Loyalty by demographics 2008 (%)
Figure 97: Preference stores 2008 (%)
Figure 98: Shopping around 2004-2008


Abstract

Introduction

Verdict Research: How Britain Shops 2008: Personal Care provides a detailed overview of customers' shopping habits. The report looks at the socio-economic and demographic profile of personal care shoppers, where they shop and whether they are satisfied with their main store for personal care. The report also looks at what retailers should do to satisfy customers more and lists the key competitors.

Scope

A thorough analysis of the way customers shop in the personal care sector, complete with profiles of the following eight retailers: Alliance Boots, Asda, Avon, Morrison, Sainsbury, Superdrug, Tesco, Wilkinson. Each report provides visitor and main user shares, conversion rates, loyalty rates with analysis and key competitors. Data is segmented regionally and by demographic and socio-economic group. Five year historic data is provided so trends can be analysed further.

Highlights

Grocers continue to steal share. Collectively the Big Four have improved their share of main users from 41.2% in 2007 to 42.1% in 2008. And with further expansion on the cards, the Big Four look set to continue their upward march. Retailers have to justify value. With price becoming a less frequently mentioned driver of loyalty, retailers need to turn their attention to range, which continues to exert itself as the primary driver of loyalty mentioned by 52.6% of main users, compared to 51.1% in 2007. Loyalty is now at its lowest point in the past five years. After a small improvement in 2007, Loyalty has fallen to just 82.9%, but consumers remain the most loyal of the eight sectors profiled in our How Britain Shops series.

Reasons to Purchase

How Britain Shops is one of the most comprehensive studies of its kind drawing on a nationwide survey of 6,000 shoppers. Use this report to understand what drives the loyalty of your customers and find out where they also shop. Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.


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