Where Britain Shops Supermarkets 2010

Overview
While supermarkets’ share of all shoppers is down, they continue to gain in non-food
Summary points
Main conclusions
Retailer highlights
Use of Supermarkets
Fewer consumers use supermarkets due to other retailers’ improved performance
Supermarkets share of shopper
Profiles of supermarket shoppers
Profiles of shoppers who do not use supermarkets
Sector penetration – which sectors shoppers use supermarkets for
Share of shopper – by supermarket retailer
Clothing Sector Analysis
How clothing shoppers use supermarkets
Both supermarket and sector shares of shopper down
Clothing offer remains popular among less affluent shoppers
Asda remains most popular grocer for clothing
Less affluent shoppers more likely to use supermarkets for clothing
DIY Sector Analysis
How DIY shoppers use supermarkets
DIY broadly maintains share
DIY is the only sector where the majority of supermarket customers are male
Tesco remains the dominant grocer for DIY
Younger shoppers more likely to use supermarkets for DIY
Electricals Sector Analysis
How electricals shoppers use supermarkets
Electricals gains greatest share of supermarket shoppers on the previous year
Women remain the major purchasers of electricals at supermarkets
Retailers remain in same order as last year
Women are more likely to use supermarkets than average electricals and supermarket shopper
Food & Grocery Sector Analysis
How food & grocery shoppers use supermarkets
Supermarkets share of food & grocery shoppers increases for first time in three years
Over-64s remain largest age group for food & grocery at supermarkets
Big Four continue to lead the way
Likelyhood of food & grocery shoppers using supermarkets remains close to the average
Footwear Sector Analysis
How footwear shoppers use supermarkets
Supermarkets share of footwear shoppers highest in the survey’s history
The grocer’s footwear offer appeals more to the younger customer
Asda remains popular among footwear shoppers
The less affluent the customer, the more likely to use grocers for footwear
Homewares Sector Analysis
How homewares shoppers use supermarkets
Homewares sector provides supermarkets with greatest uplift in shopper share
Homewares has greatest proportion of female shoppers
Asda and Tesco lead pack
Shoppers aged 65 and over are less likely to use supermarkets for homewares
Music & Video Sector Analysis
How music & video shoppers use supermarkets
Supermarkets grab share of sector shopper in shrinking music & video market
Demographic profile still weighted towards the younger customer
Tesco and Asda remain the dominant players in the market.
Older customers remain less likely than average to buy music & video from supermarkets
Personal Care Sector Analysis
How personal care shoppers use supermarkets
More than two in three personal care shoppers now buy through supermarkets
Supermarkets remain popular with 35-44 year old shoppers for personal care products
The Big Four remain significantly ahead of the value grocers.
Shoppers aged 25–54 more likely than average to use supermarkets for personal care
Asda
Previous year’s AB gains lost as economy starts to recover but penetration of C1s rises
Asda share of shopper
Asda customer profile
Cross-sector shopping
Shopping around
Morrisons
Gains new customers and retains existing ones
Morrisons share of shopper
Morrisons customer profile
Cross-sector shopping
Shopping around
Sainsbury
Despite its work on value, Sainsbury loses shoppers due to trading down
Sainsbury share of shopper
Sainsbury customer profile
Cross-sector shopper
Shopping around
Tesco
Loses out due to improvements in competitor offers
Tesco share of shopper
Tesco customer profile
Cross-sector shopping
Shopping around

APPENDIX
Methodology
Further reading
Ask the analyst
Verdict consulting
Disclaimer

TABLE OF FIGURES
Figure 1: Supermarkets share of all UK consumers % 2006–2010
Figure 2: Supermarkets share of UK shopper – penetration by region % 2010
Figure 3: Supermarkets share of UK shopper – penetration by demographic segment % 2010
Figure 4: Profile of supermarket shoppers % 2010
Figure 5: Profile of female supermarket shoppers % 2010
Figure 6: Profile of male supermarket shoppers % 2010
Figure 7: Profile of non-supermarket shoppers % 2010
Figure 8: Profile of female non-supermarket shoppers % 2010
Figure 9: Profile of male non-supermarket shoppers % 2010
Figure 10: What supermarket shoppers use supermarkets for 2010
Figure 11: Supermarket penetration of each sector’s UK shoppers % 2010
Figure 12: Penetration of all consumers by each retailer 2010
Figure 13: Penetration of all supermarket shoppers by each retailer 2010
Figure 14: Cross-sector supermarket retailer scores 2010
Figure 15: Percentage of all supermarket shoppers using the channel for clothing 2006–2010
Figure 16: Percentage of all clothing shoppers using supermarkets for clothing 2006–2010
Figure 17: Demographic profile of all shoppers who use supermarkets for clothing % 2010
Figure 18: Demographic profile of all female shoppers who use supermarkets for clothing % 2010
Figure 19: Demographic profile of all male shoppers who use supermarkets for clothing % 2010
Figure 20: Retailer share of all supermarket clothing shoppers % 2010
Figure 21: Retailer share of all clothing shoppers % 2010
Figure 22: Demographic index of supermarket clothing shoppers vs all clothing shoppers 2010
Figure 23: Demographic index of supermarket clothing shoppers vs all supermarket shoppers 2010
Figure 24: Percentage of all supermarket shoppers using the channel for DIY 2006–2010
Figure 25: Percentage of all DIY shoppers using supermarkets for DIY 2006–2010
Figure 26: Demographic profile of all shoppers who use supermarkets for DIY % 2010
Figure 27: Demographic profile of all female shoppers who use supermarkets for DIY % 2010
Figure 28: Demographic profile of all male shoppers who use supermarkets for DIY % 2010
Figure 29: Retailer share of all supermarket DIY shoppers % 2010
Figure 30: Retailer share of all DIY shoppers % 2010
Figure 31: Demographic index of supermarket DIY shoppers vs all DIY shoppers 2010
Figure 32: Demographic index of supermarket DIY shoppers vs all supermarket shoppers 2010
Figure 33: Percentage of all supermarket shoppers using the channel for electricals 2006–2010
Figure 34: Percentage of all electricals shoppers using supermarkets for electricals 2006–2010
Figure 35: Demographic profile of all shoppers who use supermarkets for electricals % 2010
Figure 36: Demographic profile of all female shoppers who use supermarkets for electricals % 2010
Figure 37: Demographic profile of all male shoppers who use supermarkets for electricals % 2010
Figure 38: Retailer share of all supermarket electricals shoppers % 2010
Figure 39: Retailer share of all electricals shoppers % 2010
Figure 40: Demographic index of supermarket electricals shoppers vs all electricals shoppers 2010
Figure 41: Demographic index of supermarket electricals shoppers vs all supermarket shoppers 2010
Figure 42: Percentage of all supermarket shoppers using the channel for food & grocery 2006–2010
Figure 43: Percentage of all food & grocery shoppers using supermarkets for food & grocery 2006–2010
Figure 44: Demographic profile of all shoppers who use supermarkets for food & grocery % 2010
Figure 45: Demographic profile of all female shoppers who use supermarkets for food & grocery % 2010
Figure 46: Demographic profile of all male shoppers who use supermarkets for food & grocery % 2010
Figure 47: Retailer share of all supermarket food & grocery shoppers % 2010
Figure 48: Retailer share of all food & grocery shoppers % 2010
Figure 49: Demographic index of supermarket food & grocery shoppers vs all food & grocery shoppers 2010
Figure 50: Demographic index of supermarket food & grocery shoppers vs all supermarket shoppers 2010
Figure 51: Percentage of all supermarket shoppers using the channel for footwear 2006–2010
Figure 52: Percentage of all footwear shoppers using supermarkets for footwear 2006–2010
Figure 53: Demographic profile of all shoppers who use supermarkets for footwear % 2010
Figure 54: Demographic profile of all female shoppers who use supermarkets for footwear % 2010
Figure 55: Demographic profile of all male shoppers who use supermarkets for footwear % 2010
Figure 56: Retailer share of all supermarket footwear shoppers % 2010
Figure 57: Retailer share of all footwear shoppers % 2010
Figure 58: Demographic index of supermarket footwear shoppers vs all footwear shoppers 2010
Figure 59: Demographic index of supermarket footwear shoppers vs all supermarket shoppers 2010
Figure 60: Percentage of all supermarket shoppers using the channel for homewares 2006–2010
Figure 61: Percentage of all homewares shoppers using supermarkets for homewares 2006–2010
Figure 62: Demographic profile of all shoppers who use supermarkets for homewares % 2010
Figure 63: Demographic profile of all female shoppers who use supermarkets for homewares % 2010
Figure 64: Demographic profile of all male shoppers who use supermarkets for homewares % 2010
Figure 65: Retailer share of all supermarket homewares shoppers % 2010
Figure 66: Retailer share of all homewares shoppers % 2010
Figure 67: Demographic index of supermarket homewares shoppers vs all homewares shoppers 2010
Figure 68: Demographic index of supermarket homewares shoppers vs all supermarket shoppers 2010
Figure 69: Percentage of all supermarket shoppers using the channel for music & video 2006–2010
Figure 70: Percentage of all music & video shoppers using supermarkets for music & video 2006–2010
Figure 71: Demographic profile of all shoppers who use supermarkets for music & video % 2010
Figure 72: Demographic profile of all female shoppers who use supermarkets for music & video % 2010
Figure 73: Demographic profile of all male shoppers who use supermarkets for music & video % 2010
Figure 74: Retailer share of all supermarket music & video shoppers % 2010
Figure 75: Retailer share of all music & video shoppers % 2010
Figure 76: Demographic index of supermarket music & video shoppers vs all music & video shoppers 2010
Figure 77: Demographic index of supermarket music & video shoppers vs all supermarket shoppers 2010
Figure 78: Percentage of all supermarket shoppers using the channel for personal care 2006–2010
Figure 79: Percentage of all personal care shoppers using supermarkets for personal care 2006–2010
Figure 80: Demographic profile of all shoppers who use supermarkets for personal care % 2010
Figure 81: Demographic profile of all female shoppers who use supermarkets for personal care % 2010
Figure 82: Demographic profile of all male shoppers who use supermarkets for personal care % 2010
Figure 83: Retailer share of all supermarket personal care shoppers % 2010
Figure 84: Retailer share of all personal care shoppers % 2010
Figure 85: Demographic index of supermarket personal care shoppers vs all personal care shoppers 2010
Figure 86: Demographic index of supermarket personal care shoppers vs all supermarket shoppers 2010
Figure 87: Percentage of all consumers who use Asda 2006–2010
Figure 88: Percentage of all supermarket shoppers who use Asda 2006–2010
Figure 89: Asda sector shares % 2010
Figure 90: Consumers using Asda – penetration of demographic segments % 2010
Figure 91: Demographic index of all Asda shoppers compared to all supermarket shoppers 2010
Figure 92: Demographic profile of all Asda shoppers % 2010
Figure 93: Demographic profile of all female Asda shoppers % 2010
Figure 94: Demographic profile of all male Asda shoppers % 2010
Figure 95: What Asda shoppers use it for 2010
Figure 96: Sectors shopped overall by Asda shoppers 2010
Figure 97: Asda cross-sector participation 2006–2010
Figure 98: Demographic profile of Asda cross-sector participation 2010
Figure 99: Percentage of Asda shoppers using other supermarkets 2010
Figure 100: Percentage of all consumers who use Morrisons 2006–2010
Figure 101: Percentage of all supermarket shoppers who use Morrisons 2006–2010
Figure 102: Morrisons sector shares % 2010
Figure 103: Consumers using Morrisons – penetration of demographic segments % 2010
Figure 104: Demographic index of all Morrisons shoppers compared with all supermarket shoppers 2010
Figure 105: Demographic profile of all Morrisons shoppers % 2010
Figure 106: Demographic profile of all female Morrisons’ shoppers % 2010
Figure 107: Demographic profile of all male Morrisons’ shoppers % 2010
Figure 108: What Morrisons‘ shoppers use it for 2010
Figure 109: Sectors shopped overall by Morrisons’ shoppers 2010
Figure 110: Morrisons’ cross-sector participation 2006–2010
Figure 111: Demographic profile of Morrisons’ cross-sector participation 2010
Figure 112: Percentage of Morrisons’ shoppers using other supermarkets 2010
Figure 113: Percentage of all consumers who use Sainsbury 2006–2010
Figure 114: Percentage of all supermarket shoppers who use Sainsbury 2006–2010
Figure 115: Sainsbury sector shares % 2010
Figure 116: Consumers using Sainsbury – penetration of demographic segments % 2010
Figure 117: Demographic index of all Sainsbury shoppers compared with all supermarket shoppers 2010
Figure 118: Demographic profile of all Sainsbury shoppers % 2010
Figure 119: Demographic profile of all female Sainsbury shoppers % 2010
Figure 120: Demographic profile of all male Sainsbury shoppers % 2010
Figure 121: What Sainsbury shoppers use it for 2010
Figure 122: Sectors shopped overall by Sainsbury shoppers 2010
Figure 123: Sainsbury cross-sector participation 2006–2010
Figure 124: Demographic profile of Sainsbury cros-sector participation 2010
Figure 125: Percentage of Sainsbury shoppers using other supermarkets 2010
Figure 126: Percentage of all consumers who use Tesco 2006–2010
Figure 127: Percentage of all supermarket shoppers who use Tesco 2006–2010
Figure 128: Tesco sector shares % 2010
Figure 129: Consumers using Tesco – penetration of demographic segments % 2010
Figure 130: Demographic index of all Tesco shoppers compared with all supermarket shoppers 2010
Figure 131: Demographic profile of all Tesco shoppers % 2010
Figure 132: Demographic profile of all female Tesco shoppers % 2010
Figure 133: Demographic profile of all male Tesco shoppers % 2010
Figure 134: What Tesco shoppers use it for 2010
Figure 135: Sectors shopped overall by Tesco shoppers 2010
Figure 136: Tesco cross-sector participation 2006–2010
Figure 137: Demographic profile of Tesco cross-sector participation 2010
Figure 138: Percentage of Tesco shoppers using other supermarkets 2010

LIST OF TABLES
Table 1: Demographic penetration index of each sector’s shoppers vs all supermarket shoppers 2010
Table 2: Demographic penetration index of each sector’s shoppers vs all UK shoppers in that sector 2010
Table 3: Demographic profile index of each retailer vs all supermarkets 2010
Table 4: Asda cross-sector conversion matrix 2010
Table 5: Where Asda shoppers also shop by sector 2010
Table 6: Morrisons cross-sector conversion matrix 2010
Table 7: Where Morrisons’ shoppers also shop by sector 2010
Table 8: Sainsbury cross-sector conversion matrix 2010
Table 9: Where Sainsbury shoppers also shop by sector 2010
Table 10: Tesco cross-sector conversion matrix 2010
Table 11: Where Tesco shoppers also shop by sector 2010

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