UK Consumer Insight 2010: Waitrose Food

TABLE OF CONTENTS
At a glance summary
Waitrose food & grocery
Share of Shoppers
Waitrose share of shopper by demographics
Waitrose share of shoppers by television region
Waitrose share of shoppers by household characteristics
Waitrose share of shoppers by other characteristics and ACORN classification
Conversion and non-conversion
Waitrose conversion of visitors to main users by demographics and region
Waitrose conversion of visitors to main users by household characteristics
Non-converting customers
Profile of shoppers
Waitrose profile of shoppers by television region
Waitrose profile of shoppers by household characteristics
Waitrose profile of shoppers by other characteristics and ACORN classification
Loyalty
Waitrose loyalty of main users by demographics and region
Waitrose loyalty of main users by household characteristics
Waitrose basic drivers of loyalty and disloyalty
Waitrose detailed drivers of loyalty
Competition
Cross sector competitor dynamics
Methodology
Basic methodology
The selection of parliamentary constituencies
The selection of enumeration districts
The selection of respondents
Post survey weighting

TABLE OF FIGURES
Figure 1: Waitrose visitor share (%) 2006 - 2010
Figure 2: Waitrose main user share (%) 2006 - 2010
Figure 3: Waitrose visitor share by demographic group 2010
Figure 4: Waitrose main user share by demographic group 2010
Figure 5: Waitrose visitor share by television region 2010
Figure 6: Waitrose main user share by television region 2010
Figure 7: Waitrose visitor and main user share by household tenure 2010
Figure 8: Waitrose visitor and main user share by number of people in household 2010
Figure 9: Waitrose visitor and main user share by children in household 2010
Figure 10: Waitrose visitor and main user share by number of cars in household 2010
Figure 11: Waitrose visitor and main user share by working status 2010
Figure 12: Waitrose visitor and main user share by marital status 2010
Figure 13: Waitrose conversion rates 2006 – 2010
Figure 14: Waitrose conversion rates by demographic group 2006 – 2010
Figure 15: Waitrose conversion rates by region 2006 – 2010
Figure 16: Waitrose conversion rates by household tenure 2006 – 2010
Figure 17: Waitrose conversion rates by number of people in household 2006 – 2010
Figure 18: Waitrose conversion rates by children in household 2006 – 2010
Figure 19: Waitrose conversion rates by number of cars in household 2006 – 2010
Figure 20: Waitrose non-conversion rates 2006 – 2010
Figure 21: Waitrose non-conversion rates by demographic group 2010
Figure 22: Demographic profile of non-converting Waitrose visitors 2010
Figure 23: Regional profile of non-converting Waitrose visitors 2010
Figure 24: Waitrose visitor profile by demographic group 2010
Figure 25: Waitrose main user profile by demographic group 2010
Figure 26: Waitrose visitor profile by region 2010
Figure 27: Waitrose main user profile by region 2010
Figure 28: Waitrose visitor and main user profile by household tenure 2010
Figure 29: Waitrose visitor and main user profile by number of people in household 2010
Figure 30: Waitrose visitor and main user profile by children in household 2010
Figure 31: Waitrose visitor and main user profile by number of cars in household 2010
Figure 32: Waitrose visitor and main user profile by working status 2010
Figure 33: Waitrose visitor and main user profile by marital status 2010
Figure 34: Waitrose loyalty 2006 – 2010
Figure 35: Waitrose disloyalty 2010
Figure 36: Waitrose loyalty by demographics 2010
Figure 37: Waitrose loyalty by region 2010
Figure 38: Waitrose loyalty by household tenure 2010
Figure 39: Waitrose loyalty by number of people in household 2010
Figure 40: Waitrose loyalty by children in household 2010
Figure 41: Waitrose loyalty by number of cars in household 2010
Figure 42: Waitrose – other food & grocery stores used 2010
Figure 43: Preference stores 2010
Figure 44: Sectors shopped 2010

TABLE OF TABLES
Table 1: Key performance indicators for Waitrose in food & grocery
Table 2: Waitrose change in visitor share (%) 2006 - 2010
Table 3: Waitrose change in main user share (%) 2006 - 2010
Table 4: Visitor and main user share by ACORN classification
Table 5: Waitrose change in conversion rates (%) 2006 - 2010
Table 6: Waitrose change in non-conversion rates (%) 2006 - 2010
Table 7: Main stores non-converters use instead of Waitrose 2010
Table 8: Waitrose visitor and main user profile by ACORN classification 2010
Table 9: Waitrose changes in loyalty 2006– 2010
Table 10: Waitrose changes in disloyalty 2006– 2010
Table 11: Waitrose drivers of loyalty (%) 2006 – 2010
Table 12: Waitrose drivers of disloyalty (%) 2006 – 2010
Table 13: Waitrose detailed drivers of loyalty 2010
Table 14: Cross sector matrix shopping 2010
Table 15: Other retailers used 2010
Table 16: Sample sizes by sector 2010

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