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Supermarkets' core focus on needs-driven product - food and grocery- means that the vast majority of us regularly pass through their doors. More single person households, the reducing significance of traditional family roles and expanding non-food ranges are giving more reasons to visit and pushing this proportion upward. Since 2001 supermarkets have recorded year-on-year gains every year, with six out of seven consumers now counting themselves as supermarket shoppers. This report examines changes in consumer shopping patterns over the past five years.

Where Britain Shops: Supermarkets
Table of contents
About the cDNA programme 4
This section looks at major supermarkets. For each retailer an analytical
summary is provided followed by customer shares and profiles. Use of the
supermarket across eight retail departments is examined together with
cross-departmental usage. Finally, we depict the retailer’s position in its
competitor set.
Section 4: Supermarket Retailer Profiles 52
Asda - Overview 53
- Share of shoppers 54
- Customer demographics 55
- Department usage 57
- Cross department usage 58
- Competitors 59
Morrison - Overview 60
- Share of shoppers 61
- Customer demographics 62
- Department usage 64
- Cross department usage 65
- Competitors 66
Sainsbury - Overview 67
- Share of shoppers 68
- Customer demographics 69
- Department usage 71
- Cross department usage 72
- Competitors 73
Tesco - Overview 74
- Share of shoppers 75
- Customer demographics 76
- Department usage 78
- Cross department usage 79
- Competitors 80