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Shopping for Household Care Products - UK - July 2015

Shopping for Household Care Products - UK - July 2015

“Competition for spending in the household care market has been increasing, with the growth of discount retailers as a source of purchase posing a threat to the dominance of the big four supermarkets. Promotional offers will therefore remain a key weapon in the battle to retain customer loyalty, including those that encourage shoppers to expand the repertoire of household care products that they purchase.”

– Richard Caines, Senior Household Care Analyst

This report discusses the following key issues:

Boosting loyalty to own-label ranges
Lessons from household care shopping behaviour
Store features or services most likely to maximise appeal


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
Tesco top choice of main store by some distance
Figure 1: Stores used for buying household care products in the past six months, April 2015
Convenience and price main determinants of store choice
Figure 2: Reasons for shopping at main store used for buying household care products, April 2015
Shoppers look out for special offers and promotions
Figure 3: Shopping behaviour when buying household care products, April 2015
Branded versions preferred for most products
Figure 4: Branded versus own-label product purchasing for household care products, April 2015
Free samples best way of encouraging trial of new products
Figure 5: Interest in services or store features when shopping for household care products, April 2015
What we think
ISSUES & INSIGHTS
Boosting loyalty to own-label ranges
Lessons from household care shopping behaviour
Store features or services most likely to maximise appeal
THE MARKET
What you need to know
Household care market worth £5.32 billion
Growth in population and households has potential to boost market
Increased earnings = trading up?
Discount retailers prove a challenge to sales growth
Market drivers
Household care a £5.32 billion market
Figure 6: Best- and worst-case forecast value sales of the household care market, at current prices, 2009-19
More households to help boost spending
Figure 7: UK households, by size, 2009-19
Population numbers growing
Figure 8: Trends in the age structure of the UK population, 2009-19
Return of growth in real earnings
Figure 9: Trends in current financial situation compared with a year ago, March 2012-March 2015
Change in the retail landscape
Figure 10: Retailer used for main grocery shop, September 2014
Figure 11: Trends in number of stores operated, by selected discount and value retailers, 2008-14
THE CONSUMER
What you need to know
Women take on more responsibility for household care shopping
Most people not main purchasers until they have flown the nest
Big lead for Tesco as main source used
Discounters an important secondary source
Convenience and price biggest reasons for main store choice
In-store marketing can have a big influence
Savvy shoppers look for special offers and promotions
Branded products favoured in most product categories
Promotions can help to encourage increased purchasing
Encouraging trial of new products through free samples
Responsibility for shopping for household care products
Majority involved with some household care shopping
Figure 12: Involvement with shopping for household care products, April 2015
Figure 13: Involvement with shopping for household care products, by gender and age, April 2015
Stores used for buying household care products and reasons for using
Tesco top choice for household care products
Figure 14: Main store and other stores used for buying household care products in the past six months, April 2015
Discounters an important source for secondary shopping
Shopping around proves commonplace
Figure 15: Number of stores other than main store used for buying household care products in the last six months, April 2015
Figure 16: Other stores used for buying household care products, by main store used, April 2015
Household care purchasing part of one-stop shopping
Figure 17: Reasons for shopping at main store used for buying household care products, April 2015
Price and special offers big influence on choice of store
Figure 18: Reasons for shopping at main store used for buying household care products, by main store used, April 2015
Product selection also makes a difference
Shopping behaviour
Three in 10 only buy when they run out of something
Figure 19: Shopping behaviour when buying household care products, April 2015
In-store marketing a big influence on brand choice
Promotion and discounts in household care aisle important
Figure 20: Influence of price and promotions on shopping behaviour, by age, April 2015
Online purchasing not that common
Lack of enthusiasm (and space) for new products
Branded versus own-label product purchasing
Branded products preferred choice in most categories
Figure 21: Branded versus own-label product purchasing for household care products, April 2015
More commoditised items favour own-label
Figure 22: Typically buying own-label versions of different household care products, by main store used for buying household care products,
April 2015
Interest in store features
Main interest is on saving money on household care items
Figure 23: Interest in services or store features when shopping for household care products, April 2015
Free samples best way of encouraging experimentation
Figure 24: Interest in free samples and in-store demonstrations of new household products, by age, April 2015
Interest in cross-category in-store sections
Figure 25: Interest in in-store sections for eco-friendly household care products or special offers on household care products, by main store
used, April 2015
Most shoppers finding the products and information needed
APPENDIX
Data sources, abbreviations and supporting information
Data sources
Abbreviations
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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