Where Britain Shops 2006: Supermarkets

CHAPTER 1 INTRODUCTION 3
What is cDNA? 3
What's available? 3
CHAPTER 2 EXECUTIVE SUMMARY 17
Main Conclusions 17
CHAPTER 3 USE OF SUPERMARKETS 22
Use of supermarkets summary 22
Supermarket share of shoppers 24
Profiles of supermarket shoppers 25
Profiles of shoppers who do not use supermarkets 27
Which sectors shoppers use supermarkets for 28
Share of shoppers by supermarket retailer 29
Supermarket cross sector shopping 31
CHAPTER 4 SECTOR ANALYSIS 32
Clothing - how clothing shoppers use supermarkets 32
DIY - HOW DIY SHOPPERS USE SUPERMARKETS 38
Electricals - how electricals shoppers use supermarkets 44
Food & grocery - how food & grocery shoppers use supermarkets 50
Footwear - how footwear shoppers use supermarkets 56
Homewares - how homewares shoppers use supermarkets 62
Music & video - how music & video shoppers use supermarkets 68
Personal care - how personal care shoppers use supermarkets 74
CHAPTER 5 SUPERMARKET RETAILER PROFILES 80
Asda 80
Asda overview 80
Asda share of shoppers 82
Asda usage profile 86
Asda cross sector shopping 87
Morrison 90
Morrison overview 90
Morrison share of shoppers 93
Morrison customer profile 94
Morrison usage profile 97
Morrison cross sector shopping 98
Sainsbury 101
Sainsbury overview 101
Sainsbury share of shoppers 103
Sainsbury customer profile 105
Sainsbury usage profile 107
Sainsbury cross sector shopping 108
Tesco 112
Tesco overview 112
Tesco share of shoppers 115
Tesco customer profile 116
Tesco usage profile 118
Tesco cross sector shopping 119
CHAPTER 6 APPENDIX 123
Basic methodology 123
The selection of parliamentary constituencies 125
Metropolitan county 125
Other 100% urban 125
Mixed urban/rural 125
Rural 126
The selection of enumeration districts 126
The selection of respondents 127
Post survey weighting 127
List of Tables
Table 1: Asda cross department conversion matrix 2006 88
Table 2: Where Asda shoppers also shop by sector 2006 89
Table 3: Morrison cross department conversion matrix 2006 99
Table 4: Where Morrison shoppers also shop by sector 2006 100
Table 5: Sainsbury cross department conversion matrix 2006 109
Table 6: Where Sainsbury shoppers also shop by sector 2006 110
Table 7: Tesco cross department conversion matrix 2006 120
Table 8: Where Tesco shoppers also shop by sector 2006 122
Table 9: Sample sizes by sector 124
List of Figures
Figure 1: Share of all supermarket consumers (%) 2002-2006 24
Figure 2: Share of consumers using supermarkets by region (%) 2006 24
Figure 3: Share of consumers using supermarkets by demographics (%) 2006 25
Figure 4: Profile of supermarket shoppers (%) 2006 25
Figure 5: Profile of female supermarket shoppers (%) 2006 26
Figure 6: Profile of male supermarket shoppers (%) 2006 26
Figure 7: Profile of non-supermarket shoppers (%) 2006 27
Figure 8: Profile of female non-supermarket shoppers (%) 2006 27
Figure 9: Profile of male non-supermarket shoppers (%) 2006 28
Figure 10: What supermarket shoppers use supermarkets for (%) 2006 28
Figure 11: Supermarket shares of shoppers by sector (%) 2006 29
Figure 12: Supermarket retailer share of all consumers (%) 2006 29
Figure 13: Retailer share of all supermarket shoppers (%) 2006 30
Figure 14: Proportion of non-food shoppers (%) 2006 30
Figure 15: Cross sector supermarket retailer scores 2006 31
Figure 16: Percentage of all supermarket shoppers using the channel for clothing 2002-2006 33
Figure 17: Percentage of all clothing shoppers using supermarkets for clothing 2002-2006 34
Figure 18: Demographic profile of all shoppers who use supermarkets for clothing (%) 2006 34
Figure 19: Demographic profile of all female shoppers who use supermarkets for clothing (%) 2006 35
Figure 20: Demographic profile of all male shoppers who use supermarkets for clothing (%) 2006 35
Figure 21: Retailer share of all clothing shoppers (%) 2006 36
Figure 22: Retailer share of all supermarket clothing shoppers (%) 2006 36
Figure 23: Demographic index of supermarket shoppers compared with all clothing shoppers 2006 37
Figure 24: Demographic index of clothing shoppers compared with all supermarkets shoppers 2006 37
Figure 25: Percentage of all supermarket shoppers using the channel for DIY 2002-2006 39
Figure 26: Percentage of all DIY shoppers using supermarkets for DIY 2002-2006 40
Figure 27: Demographic profile of all shoppers who use supermarkets for DIY (%) 2006 40
Figure 28: Demographic profile of all female shoppers who use supermarkets for DIY (%) 2006 41
Figure 29: Demographic profile of all male shoppers who use supermarkets for DIY (%) 2006 41
Figure 30: Retailer share of all DIY shoppers (%) 2006 42
Figure 31: Retailer share of all supermarket DIY shoppers (%) 2006 42
Figure 32: Demographic index of supermarket shoppers compared with all DIY shoppers 2006 43
Figure 33: Demographic index of DIY shoppers compared with all supermarket shoppers 2006 43
Figure 34: Percentage of all supermarket shoppers using the channel for electricals 2002-2006 45
Figure 35: Percentage of all electricals shoppers using supermarkets for electricals 2002-2006 46
Figure 36: Demographic profile of all shoppers who use supermarkets for electricals (%) 2006 46
Figure 37: Demographic profile of all female shoppers who use supermarkets for electricals (%) 2006 47
Figure 38: Demographic profile of all male shoppers who use supermarkets for electricals (%) 2006 47
Figure 39: Retailer share of all electricals shoppers (%) 2006 48
Figure 40: Retailer share of all supermarket electricals shoppers (%) 2006 48
Figure 41: Demographic index of supermarket shoppers compared with all electricals shoppers 2006 49
Figure 42: Demographic index of electricals shoppers compared with all supermarket shoppers 2006 49
Figure 43: Percentage of all supermarket shoppers using the channel for food & grocery 2002-2006 51
Figure 44: Percentage of all food & groceries shoppers using supermarkets for food & grocery 2002-2006 52
Figure 45: Demographic profile of all shoppers who use supermarkets for food & grocery (%) 2006 52
Figure 46: Demographic profile of all female shoppers who use supermarkets for food & grocery (%) 2006 53
Figure 47: Demographic profile of all male shoppers who use supermarkets for food & grocery (%) 2006 53
Figure 48: Retailer share of all food & grocery shoppers (%) 2006 54
Figure 49: Retailer share of all supermarket food & grocery shoppers (%) 2006 54
Figure 50: Demographic index of supermarket shoppers compared with all food & grocery shoppers 2006 55
Figure 51: Demographic index of food & grocery shoppers compared with all supermarket shoppers 2006 55
Figure 52: Percentage of all supermarket shoppers using the channel for footwear 2002-2006 57
Figure 53: Percentage of all footwear shoppers using supermarkets for footwear 2002-2006 57
Figure 54: Demographic profile of all shoppers who use supermarkets for footwear (%) 2006 58
Figure 55: Demographic profile of all female shoppers who use supermarkets for footwear (%) 2006 58
Figure 56: Demographic profile of all male shoppers who use supermarkets for footwear (%) 2006 59
Figure 57: Retailer share of all footwear shoppers (%) 2006 59
Figure 58: Retailer share of all supermarket footwear shoppers (%) 2006 60
Figure 59: Demographic index of supermarket shoppers compared with all footwear shoppers 2006 60
Figure 60: Demographic index of footwear shoppers compared with all supermarket shoppers 2006 61
Figure 61: Percentage of all supermarket shoppers using the channel for homewares 2002-2006 63
Figure 62: Percentage of all homewares shoppers using supermarkets for homewares 2002-2006 64
Figure 63: Demographic profile of all shoppers who use supermarkets for homewares (%) 2006 64
Figure 64: Demographic profile of all female shoppers who use supermarkets for homewares (%) 2006 65
Figure 65: Demographic profile of all male shoppers who use supermarkets for homewares (%) 2006 65
Figure 66: Retailer share of all homewares shoppers (%) 2006 66
Figure 67: Retailer share of all supermarket homewares shoppers (%) 2006 66
Figure 68: Demographic index of supermarket shoppers compared with all homewares shoppers 2006 67
Figure 69: Demographic index of homewares shoppers compared with all supermarket shoppers 2006 67
Figure 70: Percentage of all supermarket shoppers using the channel for music & video 2002-2006 69
Figure 71: Percentage of all music & video shoppers using supermarkets for music & video 2002-2006 70
Figure 72: Demographic profile of all shoppers who use supermarkets for music & video (%) 2006 70
Figure 73: Demographic profile of all female shoppers who use supermarkets for music & video (%) 2006 71
Figure 74: Demographic profile of all male shoppers who use supermarkets for music & video (%) 2006 71
Figure 75: Retailer share of all music & video shoppers (%) 2006 72
Figure 76: Retailer share of all supermarket music & video shoppers (%) 2006 72
Figure 77: Demographic index of supermarket shoppers compared with all music & video shoppers 2006 73
Figure 78: Demographic index of music & video shoppers compared with all supermarket shoppers 2006 73
Figure 79: Percentage of all supermarket shoppers using the channel for personal care 2002-2006 75
Figure 80: Percentage of all personal care shoppers using supermarkets for personal care 2002-2006 75
Figure 81: Demographic profile of all shoppers who use supermarkets for personal care (%) 2006 76
Figure 82: Demographic profile of all female shoppers who use supermarkets for personal care (%) 2006 76
Figure 83: Demographic profile of all male shoppers who use supermarkets for personal care (%) 2006 77
Figure 84: Retailer share of all personal care shoppers (%) 2006 77
Figure 85: Retailer share of all supermarket personal care shoppers (%) 2006 78
Figure 86: Demographic index of supermarket shoppers compared with all personal care shoppers 2006 78
Figure 87: Demographic index of personal care shoppers compared with all supermarket shoppers 2006 79
Figure 88: Percentage of all consumers who use Asda 2002-2006 82
Figure 89: Percentage of all supermarket shoppers who use Asda 2002-2006 82
Figure 90: Asda sector shares (%) 2006 83
Figure 91: Percentage of all consumers using Asda by socio-economic group 2006 83
Figure 92: Demographic index of all Asda shoppers compared with all supermarket shoppers 2006 84
Figure 93: Demographic profile of all Asda shoppers (%) 2006 84
Figure 94: Demographic profile of all female Asda shoppers (%) 2006 85
Figure 95: Demographic profile of all male Asda shoppers (%) 2006 85
Figure 96: What Asda shoppers use it for (%) 2006 86
Figure 97: Asda sectors shopped (%) 2006 86
Figure 98: Asda cross sector participation 2002-2006 87
Figure 99: Demographic profile of Asda cross sector participation 2006 87
Figure 100: Percentage of Asda shoppers using other supermarkets 2006 88
Figure 101: Percentage of all consumers who use Morrison 2002-2006 93
Figure 102: Percentage of all supermarket shoppers who use Morrison 2002-2006 93
Figure 103: Morrison sector shares (%) 2006 94
Figure 104: Percentage of all consumers using Morrison by socio-economic group 2006 94
Figure 105: Demographic index of all Morrison shoppers compared with all supermarket shoppers 2006 95
Figure 106: Demographic profile of all Morrison shoppers (%) 2006 95
Figure 107: Demographic profile of all female Morrison shoppers (%) 2006 96
Figure 108: Demographic profile of all male Morrison shoppers (%) 2006 96
Figure 109: What Morrison shoppers use it for (%) 2006 97
Figure 110: Morrison sectors shopped (%) 2006 97
Figure 111: Morrison cross sector participation 2002-2006 98
Figure 112: Demographic profile of Morrison cross sector participation 2006 98
Figure 113: Percentage of Morrison shoppers using other supermarkets 2006 99
Figure 114: Percentage of all consumers who use Sainsbury 2002-2006 103
Figure 115: Percentage off all supermarket shoppers who use Sainsbury 2002-2006 104
Figure 116: Sainsbury sector shares (%) 2006 104
Figure 117: Percentage of all consumers using Sainsbury by socio-economic group 2006 105
Figure 118: Demographic index of all Sainsbury shoppers compared with all supermarket shoppers 2006 105
Figure 119: Demographic profile of all Sainsbury shoppers (%) 2006 106
Figure 120: Demographic profile of all female Sainsbury shoppers (%) 2006 106
Figure 121: Demographic profile of all male Sainsbury shoppers (%) 2006 107
Figure 122: What Sainsbury shoppers use it for (%) 2006 107
Figure 123: Sainsbury sectors shopped (%) 2006 108
Figure 124: Sainsbury cross sector participation 2002-2006 108
Figure 125: Demographic profile of Sainsbury cross sector participation 2006 109
Figure 126: Percentage of Sainsbury shoppers using other supermarkets 2006 111
Figure 127: Percentage of all consumers who use Tesco 2002-2006 115
Figure 128: Percentage off all supermarket shoppers who use Tesco 2002-2006 115
Figure 129: Tesco sector shares (%) 2006 116
Figure 130: Percentage of all consumers using Tesco by socio-economic group 2006 116
Figure 131: Demographic index of all Tesco shoppers compared with all supermarket shoppers 2006 117
Figure 132: Demographic profile of all Tesco shoppers (%) 2006 117
Figure 133: Demographic profile of all female Tesco shoppers (%) 2006 118
Figure 134: Demographic profile of all male Tesco shoppers (%) 2006 118
Figure 135: What Tesco shoppers use it for (%) 2006 118
Figure 136: Tesco sectors shopped (%) 2006 119
Figure 137: Tesco cross sector participation 2002-2006 119
Figure 138: Demographic profile of Tesco cross sector participation 2006 120
Figure 139: Percentage of Tesco shoppers using other supermarkets 2006 121