Introduction

Verdict Research: How Britain Shops 2007: Personal Care provides a detailed overview of the shopping habits of consumers. It examines, who shops for personal care products, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.

Scope

A thorough analysis of the way customers shop in the personal care sector, complete with profiles of the following 10 retailers: Asda, Avon, Boots, Body Shop, Morrison, Sainsbury, Savers, Superdrug, Tesco, Wilkinson. Each report provides visitor and main user shares, conversion rates, loyalty rates with reasons and key competitors. Data is segmented regionally and by demographic and socio-economic group. Five year historic data is provided so trends can be analysed further.

Highlights

Supermarkets alongside Wilkinson have been the biggest winners in main user share. Between them, the Top Four supermarkets gained a further 3.9% share of main users. Men are shopping for personal care items more. The growing acceptance and interest in male personal care products is now resulting in more men buying these products for themselves. The proportion of male personal care shoppers has risen to 37.7% from 35.0% previously. The higher number of male personal care shoppers has driven growth for supermarkets. Asda, Morrison, Sainsbury and Tesco have all benefited from the growing number of male users. Supermarkets are well suited to male shoppers, whose personal care shopping style is typically needs-driven with a strong convenience focus.

Reasons to Purchase

How Britain Shops is one of the most comprehensive studies of its kind drawing on a nationwide survey of 6,000 shoppers. Use this report to understand what drives the loyalty of your customers and find out where they also shop. Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION 3
What is cDNA? 3
CHAPTER 2 EXECUTIVE SUMMARY 24
Key findings 26
Profile of personal care shoppers 30
Penetration of personal care shoppers 34
Retailer usage 36
Main user share by region 41
Conversion rates 42
Shopping around 44
Loyalty 46
Drivers of loyalty/disloyalty 50
CHAPTER 3 ASDA 55
Asda key findings 55
Visitors 57
Main users 58
Conversion rates 60
Loyalty 61
Competitors 65
CHAPTER 4 AVON 67
Avon key findings 67
Visitors 69
Main users 70
Conversion rates 72
Loyalty 73
Competitors 77
CHAPTER 5 THE BODY SHOP 79
The Body Shop key findings 79
Visitors 81
Main users 82
Conversion rates 84
Loyalty 85
Competitors 89
CHAPTER 6 BOOTS 91
Boots key findings 91
Visitors 93
Main users 94
Conversion rates 96
Loyalty 97
Competitors 101
CHAPTER 7 MORRISON 103
Morrison key findings 103
Visitors 105
Main users 106
Conversion rates 108
Loyalty 109
Competitors 113
CHAPTER 8 SAINSBURY 115
Sainsbury key findings 115
Visitors 117
Main users 118
Conversion rates 120
Loyalty 121
Competitors 125
CHAPTER 9 SAVERS 127
Savers key findings 127
Visitors 129
Main users 130
Conversion rates 132
Loyalty 133
Competitors 137
CHAPTER 10 SUPERDRUG 139
Superdrug key findings 139
Visitors 141
Main users 142
Conversion rates 144
Loyalty 145
Competitors 149
CHAPTER 11 TESCO 151
Tesco key findings 151
Visitors 153
Main users 154
Conversion rates 156
Loyalty 157
Competitors 161
CHAPTER 12 WILKINSON 163
Wilkinson key findings 163
Visitors 165
Main users 166
Conversion rates 168
Loyalty 169
Competitors 173
CHAPTER 13 APPENDIX 175
Basic methodology 175
The selection of parliamentary constituencies 177
Metropolitan county 177
Other 100% urban 177
Mixed urban/rural 177
Rural 178
The selection of enumeration districts 178
The selection of respondents 179
Post survey weighting 179


LIST OF TABLES
Table 1: Profile of personal care shoppers by region 2007 30
Table 2: Share of active personal care shoppers regularly using each retailer (%) 2003-2007 36
Table 3: Share of active personal care shoppers using a given retailer as their main store (%) 2003-2007 37
Table 4: Share of active personal care shoppers naming a retailer as their main store by TV region (%) 2007 41
Table 5: Average rate of conversion from visitor to main user by TV region (%) 2007 42
Table 6: Average number of other stores used by TV region 2007 44
Table 7: Proportion of personal care shoppers that are loyal to their main store by TV region (%) 2007 47
Table 8: Detailed drivers of loyalty (%) 2007 51
Table 9: Loyalty scores by retailer (%) 2003-2007 52
Table 10: Disloyalty scores by retailer (%) 2003-2007 53
Table 11: What disloyal users preferred about other stores (%) 2003-2007 54
Table 12: Visitor share by region – percentage of all personal care shoppers in each TV region visiting Asda 2007 58
Table 13: Main user share by region – percentage of all personal care shoppers in each TV region mainly using Asda 2007 59
Table 14: Conversion rates by region – percentage of Asda visitors who are also main users in each region 2007 61
Table 15: Loyalty by region – percentage of Asda main users in each region who are loyal 2007 62
Table 16: Drivers of loyalty 2007 63
Table 17: Drivers of disloyalty 2007 63
Table 18: Potential change – Asda main user gains and losses % if preferences were played out 2007 64
Table 19: Other retailers used – stores most used by Asda’s customers in other sectors 2007 65
Table 20: Other personal care stores used – stores visited by Asda personal care main users 2003-2007 66
Table 21: Visitor share by region – percentage of all personal care shoppers in each TV region visiting Avon 2007 70
Table 22: Main user share by region – percentage of all personal care shoppers in each TV region mainly using Avon 2007 71
Table 23: Conversion rates by region – percentage of Avon visitors who are also main users in each region 2007 73
Table 24: Loyalty by region – percentage of Avon main users in each region who are loyal 2007 74
Table 25: Drivers of loyalty 2007 75
Table 26: Drivers of disloyalty 2007 75
Table 27: Potential change – Avon main user gains and losses % if preferences were played out 2007 76
Table 28: Other retailers used – stores most used by Avon customers in other sectors 2007 77
Table 29: Other personal care stores used – stores visited by Avon personal care main users 2003-2007 78
Table 30: Visitor share by region – percentage of all personal care shoppers in each TV region visiting Body Shop 2007 82
Table 31: Main user share by region – percentage of all personal care shoppers mainly using Body Shop in each TV region 2007 83
Table 32: Conversion rates by region – percentage of Body Shop visitors who are also main users in each region 2007 85
Table 33: Loyalty by region – percentage of Body Shop main users in each region who are loyal 2007 86
Table 34: Drivers of loyalty 2007 87
Table 35: Drivers of disloyalty 2007 87
Table 36: Potential change – Body Shop main user gains and losses % if preferences were played out 2007 88
Table 37: Other retailers used – stores most used by Body Shop customers in other sectors 2007 89
Table 38: Other personal care stores used – stores visited by Body Shop personal care main users 2003-2007 90
Table 39: Visitor share by region – percentage of all personal care shoppers in each TV region visiting Boots 2007 94
Table 40: Main user share by region – percentage of all personal care shoppers in each TV region mainly using Boots 2007 95
Table 41: Conversion rates by region – percentage of Boots visitors who are also main users in each region 2007 97
Table 42: Loyalty by region – percentage of Boots main users in each region who are loyal 2007 98
Table 43: Drivers of loyalty 2007 99
Table 44: Drivers of disloyalty 2007 99
Table 45: Potential change – Boots main user gains and losses % if preferences were played out 2007 100
Table 46: Other retailers used – stores most used by Boots customers in other sectors 2007 101
Table 47: Other personal care stores used – stores visited by Boots personal care main users 2003-2007 102
Table 48: Visitor share by region – percentage of all personal care shoppers in each TV region visiting Morrison 2007 106
Table 49: Main user share by region – percentage of all personal care shoppers in each TV region mainly using Morrison 2007 107
Table 50: Conversion rates by region – percentage of Morrison visitors who are also main users in each region 2007 109
Table 51: Loyalty by region – percentage of Morrison main users in each region who are loyal 2007 110
Table 52: Drivers of loyalty 2007 111
Table 53: Drivers of disloyalty 2007 111
Table 54: Potential change – Morrison main user gains and losses % if preferences were played out 2007 112
Table 55: Other retailers used – stores most used by Morrison’s customers in other sectors 2007 113
Table 56: Other personal care stores used – stores visited by Morrison’s personal care main users 2003-2007 114
Table 57: Visitor share by region – percentage of all personal care shoppers in each TV region visiting Sainsbury 2007 118
Table 58: Main user share by region – percentage of all personal care shoppers in each TV region mainly using Sainsbury 2007 119
Table 59: Conversion rates by region – percentage of Sainsbury visitors who are also main users in each region 2007 121
Table 60: Loyalty by region – percentage of Sainsbury main users in each region who are loyal 2007 122
Table 61: Drivers of loyalty 2007 123
Table 62: Drivers of disloyalty 2007 123
Table 63: Potential change – Sainsbury main user gains and losses % if preferences were played out 2007 124
Table 64: Other retailers used – stores most used by Sainsbury’s customers in other sectors 2007 125
Table 65: Other personal care stores used – stores visited by Sainsbury personal care main users 2003-2007 126
Table 66: Visitor share by region – percentage of all personal care shoppers in each TV region visiting Savers 2007 130
Table 67: Main user share by region – percentage of all personal care shoppers in each TV region mainly using Savers 2007 131
Table 68: Conversion rates by region – percentage of Savers visitors who are also main users in each region 2007 133
Table 69: Loyalty by region – percentage of Savers main users in each region who are loyal 2007 134
Table 70: Drivers of loyalty 2007 135
Table 71: Drivers of disloyalty 2007 135
Table 72: Potential change – Savers main user gains and losses % if preferences were played out 2007 136
Table 73: Other retailers used – stores most used by Savers customers in other sectors 2007 137
Table 74: Other personal care stores used – stores visited by Savers personal care main users 2003-2007 138
Table 75: Visitor share by region – percentage of all personal care shoppers in each TV region visiting Superdrug 2007 142
Table 76: Main user share by region – percentage of all personal care shoppers in each TV region mainly using Superdrug 2007 143
Table 77: Conversion rates by region – percentage of Superdrug visitors who are also main users in each region 2007 145
Table 78: Loyalty by region – percentage of Superdrug main users in each region who are loyal 2007 146
Table 79: Drivers of loyalty 2007 147
Table 80: Drivers of disloyalty 2007 147
Table 81: Potential change – Superdrug main user gains and losses % if preferences were played out 2007 148
Table 82: Other retailers used – stores most used by Superdrug customers in other sectors 2007 149
Table 83: Other personal care stores used – stores visited by Superdrug personal care main users 2003-2007 150
Table 84: Visitor share by region – percentage of all personal care shoppers in each TV region visiting Tesco 2007 154
Table 85: Main user share by region – percentage of all personal care shoppers in each TV region mainly using Tesco 2007 155
Table 86: Conversion rates by region – percentage of Tesco visitors who are also main users in each region 2007 157
Table 87: Loyalty by region – percentage of Tesco main users in each region who are loyal 2007 158
Table 88: Drivers of loyalty 2007 159
Table 89: Drivers of disloyalty 2007 159
Table 90: Potential change – Tesco main user gains and losses % if preferences were played out 2007 160
Table 91: Other retailers used – stores most used by Tesco’s customers in other sectors 2007 161
Table 92: Other personal care stores used – stores visited by Tesco personal care main users 2003-2007 162
Table 93: Visitor share by region – percentage of all personal care shoppers in each TV region visiting Wilkinson 2007 166
Table 94: Main user share by region – percentage of all personal care shoppers in each TV region mainly using Wilkinson 2007 167
Table 95: Conversion rates by region – percentage of Wilkinson visitors who are also main users in each region 2007 169
Table 96: Loyalty by region – percentage of Wilkinson main users in each region who are loyal 2007 170
Table 97: Drivers of loyalty 2007 171
Table 98: Drivers of disloyalty 2007 171
Table 99: Potential change – Wilkinson main user gains and losses % if preferences were played out 2007 172
Table 100: Other retailers used – stores most used by Wilkinson customers in other sectors 2007 173
Table 101: Other personal care stores used – stores visited by Wilkinson personal care main users 2003-2007 174
Table 102: Sample sizes by sector 2007 176

LIST OF FIGURES
Figure 1: Share of shoppers (%) 2003-2007 30
Figure 2: Profile of personal care shoppers by gender (%) 2003-2007 31
Figure 3: Proportion of personal care shoppers by age bracket (%) 2003-2007 32
Figure 4: Profile of personal care shoppers by socio-economic class 2003-2007 33
Figure 5: Proportion of consumers who shop for personal care by demographics (%) 2007 34
Figure 6: Proportion of consumers who shop for personal care by TV region (%) 2007 35
Figure 7: Concentration of main user share of Top Five retailers 2005 38
Figure 8: Concentration of main user share of Top Five retailers 2006 39
Figure 9: Concentration of main user share of Top Five retailers 2007 40
Figure 10: Average rate of conversion from visitor to main user (%) 2003-2007 42
Figure 11: Rate of conversion from visitors to main users by retailer (%) 2007 43
Figure 12: Average number of other stores used 2003-2007 44
Figure 13: Average number of other stores used – by retailer 2007 45
Figure 14: Proportion of personal care shoppers that are loyal to their main store (%) 2003-2007 46
Figure 15: Proportion of personal care shoppers that are loyal to their main store by demographic group (%) 2007 47
Figure 16: Proportion of personal care main users who are loyal to their main store (%) 2007 48
Figure 17: Percentage point change in loyalty rates since last year by retailer 2007 49
Figure 18: Proportion of loyal main users identifying drivers of loyalty (%) 2003-2007 50
Figure 19: Visitor share – percentage of all personal care shoppers visiting Asda 2003-2007 57
Figure 20: Visitor share by demographic group – percentage of all personal care shoppers in each demographic segment visiting Asda 2007 57
Figure 21: Main user share – percentage of all personal care shoppers who mainly use Asda 2003-2007 58
Figure 22: Main user share by demographic group – percentage of all personal care shoppers in each demographic segment mainly using Asda 2007 59
Figure 23: Conversion rates – percentage of Asda visitors who are also main users 2003-2007 60
Figure 24: Conversion rates by demographic group – percentage of Asda visitors who are also main users in each demographic segment 2007 60
Figure 25: Loyalty – percentage of Asda main users who are loyal 2003-2007 61
Figure 26: Loyalty by demographics – percentage of Asda main users in each demographic segment who are loyal 2007 62
Figure 27: Preference stores – main stores preferred by disloyal main users of Asda in personal care 2007 64
Figure 28: Shopping around – number of other stores used in addition to main store 2003-2007 65
Figure 29: Visitor share – percentage of all personal care shoppers visiting Avon 2003-2007 69
Figure 30: Visitor share by demographic group – percentage of all personal care shoppers in each demographic segment visiting Avon 2007 69
Figure 31: Main user share – percentage of all personal care shoppers who mainly use Avon 2003-2007 70
Figure 32: Main user share by demographic group– percentage of all personal care shoppers in each demographic segment mainly using Avon 2007 71
Figure 33: Conversion rates – percentage of Avon visitors who are also main users 2003-2007 72
Figure 34: Conversion rates by demographic group – percentage of Avon visitors who are also main users in each demographic segment 2007 72
Figure 35: Loyalty – percentage of Avon main users who are loyal 2003-2007 73
Figure 36: Loyalty by demographics – percentage of Avon main users in each demographic segment who are loyal 2007 74
Figure 37: Preference stores – main stores preferred by disloyal main users of Avon in personal care 2007 76
Figure 38: Shopping around – number of other stores used in addition to main store 2003-2007 77
Figure 39: Visitor share – percentage of all personal care shoppers visiting Body Shop 2003-2007 81
Figure 40: Visitor share by demographic group – percentage of all personal care shoppers in each demographic segment visiting Body Shop 2007 81
Figure 41: Main user share – percentage of all personal care shoppers who mainly use Body Shop 2003-2007 82
Figure 42: Main user share by demographic group – percentage of all personal care shoppers in each demographic segment mainly using Body Shop 2007 83
Figure 43: Conversion rates – percentage of Body Shop visitors who are also main users 2003-2007 84
Figure 44: Conversion rates by demographic group – percentage of Body Shop visitors who are also main users in each demographic segment 2007 84
Figure 45: Loyalty – percentage of Body Shop main users who are loyal 2003-2007 85
Figure 46: Loyalty by demographics – percentage of Body Shop main users in each demographic segment who are loyal 2007 86
Figure 47: Preference stores – main stores preferred by disloyal main users of Body Shop in personal care 2007 88
Figure 48: Shopping around – number of other stores used in addition to main store 2003-2007 89
Figure 49: Visitor share – percentage of all personal care shoppers visiting Boots 2003-2007 93
Figure 50: Visitor share by demographic group – percentage of all personal care shoppers in each demographic segment visiting Boots 2007 93
Figure 51: Main user share – percentage of all personal care shoppers who mainly use Boots 2003-2007 94
Figure 52: Main user share by demographic group – percentage of all personal care shoppers in each demographic segment mainly using Boots 2007 95
Figure 53: Conversion rates – percentage of Boots visitors who are also main users 2003-2007 96
Figure 54: Conversion rates by demographic group – % of Boots visitors who are also main users in each demographic segment 2007 96
Figure 55: Loyalty – percentage of Boots main users who are loyal 2003-2007 97
Figure 56: Loyalty by demographics – percentage of Boots main users in each demographic segment who are loyal 2007 98
Figure 57: Preference stores – main stores preferred by disloyal main users of Boots in personal care 2007 100
Figure 58: Shopping around – number of other stores used in addition to main store 2003-2007 101
Figure 59: Visitor share – percentage of all personal care shoppers visiting Morrison 2003-2007 105
Figure 60: Visitor share by demographic group – percentage of all personal care shoppers in each demographic segment visiting Morrison 2007 105
Figure 61: Main user share – percentage of all personal care shoppers who mainly use Morrison 2003-2007 106
Figure 62: Main user share by demographic group – percentage of all personal care shoppers in each demographic segment mainly using Morrison 2007 107
Figure 63: Conversion rates – percentage of Morrison visitors who are also main users 2003-2007 108
Figure 64: Conversion rates by demographic group – percentage of Morrison visitors who are also main users in each demographic segment 2007 108
Figure 65: Loyalty – percentage of Morrison main users who are loyal 2003-2007 109
Figure 66: Loyalty by demographics – percentage of Morrison main users in each demographic segment who are loyal 2007 110
Figure 67: Preference stores – main stores preferred by disloyal main users of Morrison in personal care 2007 112
Figure 68: Shopping around – number of other stores used in addition to main store 2003-2007 113
Figure 69: Visitor share – percentage of all personal care shoppers visiting Sainsbury 2003-2007 117
Figure 70: Visitor share by demographic group – percentage of all personal care shoppers in each demographic segment visiting Sainsbury 2007 117
Figure 71: Main user share – percentage of all personal care shoppers who mainly use Sainsbury 2003-2007 118
Figure 72: Main user share by demographic group – percentage of all personal care shoppers in each demographic segment mainly using Sainsbury 2007 119
Figure 73: Conversion rates – percentage of Sainsbury visitors who are also main users 2003-2007 120
Figure 74: Conversion rates by demographic group – percentage of Sainsbury visitors who are also main users in each demographic segment 2007 120
Figure 75: Loyalty 2003-2007 – Percentage of Sainsbury main users who are loyal 121
Figure 76: Loyalty by demographics – percentage of Sainsbury main users in each demographic segment who are loyal 2007 122
Figure 77: Preference stores – main stores preferred by disloyal main users of Sainsbury in personal care 2007 124
Figure 78: Shopping around – number of other stores used in addition to main store 2003-2007 125
Figure 79: Visitor share – percentage of all personal care shoppers visiting Savers 2003-2007 129
Figure 80: Visitor share by demographic group – percentage of all personal care shoppers in each demographic segment visiting Savers 2007 129
Figure 81: Main user share – percentage of all personal care shoppers who mainly use Savers 2003-2007 130
Figure 82: Main user share by demographic group – percentage of all personal care shoppers in each demographic segment mainly using Savers 2007 131
Figure 83: Conversion rates – percentage of Savers visitors who are also main users 2003-2007 132
Figure 84: Conversion rates by demographic group – percentage of Savers visitors who are also main users in each demographic segment 2007 132
Figure 85: Loyalty – percentage of Savers main users who are loyal 2003-2007 133
Figure 86: Loyalty by demographics – percentage of Savers main users in each demographic segment who are loyal 2007 134
Figure 87: Preference stores – main stores preferred by disloyal main users of Savers in personal care 2007 136
Figure 88: Shopping around – number of other stores used in addition to main store 2003-2007 137
Figure 89: Visitor share – percentage of all personal care shoppers visiting Superdrug 2003-2007 141
Figure 90: Visitor share by demographic group – percentage of all personal care shoppers in each demographic segment visiting Superdrug 2007 141
Figure 91: Main user share – percentage of all personal care shoppers who mainly use Superdrug 2003-2007 142
Figure 92: Main user share by demographic group – percentage of all personal care shoppers in each demographic segment mainly using Superdrug 2007 143
Figure 93: Conversion rates – percentage of Superdrug visitors who are also main users 2003-2007 144
Figure 94: Conversion rates by demographic group – percentage of Superdrug visitors who are also main users in each demographic segment 2007 144
Figure 95: Loyalty – percentage of Superdrug main users who are loyal 2003-2007 145
Figure 96: Loyalty by demographics – percentage of Superdrug main users in each demographic segment who are loyal 2007 146
Figure 97: Preference stores – main stores preferred by disloyal main users of Superdrug in personal care 2007 148
Figure 98: Shopping around – number of other stores used in addition to main store 2003-2007 149
Figure 99: Visitor share – percentage of all personal care shoppers visiting Tesco 2003-2007 153
Figure 100: Visitor share by demographic group – percentage of all personal care shoppers in each demographic segment visiting Tesco 2007 153
Figure 101: Main user share – percentage of all personal care shoppers who mainly use Tesco 2003-2007 154
Figure 102: Main user share by demographic group – percentage of all personal care shoppers in each demographic segment mainly using Tesco 2007 155
Figure 103: Conversion rates – percentage of Tesco visitors who are also main users 2003-2007 156
Figure 104: Conversion rates by demographic group – percentage of Tesco visitors who are also main users in each demographic segment 2007 156
Figure 105: Loyalty – percentage of Tesco main users who are loyal 2003-2007 157
Figure 106: Loyalty by demographics – percentage of Tesco main users in each demographic segment who are loyal 2007 158
Figure 107: Preference stores – main stores preferred by disloyal main users of Tesco in personal care 2007 160
Figure 108: Shopping around – number of other stores used in addition to main store 2003-2007 161
Figure 109: Visitor share – percentage of all personal care shoppers visiting Wilkinson 2003-2007 165
Figure 110: Visitor share by demographic group – percentage of all personal care shoppers in each demographic segment visiting Wilkinson 2007 165
Figure 111: Main user share – percentage of all personal care shoppers who mainly use Wilkinson 2003-2007 166
Figure 112: Main user share by demographic group – percentage of all personal care shoppers in each demographic segment mainly using Wilkinson 2007 167
Figure 113: Conversion rates – percentage of Wilkinson visitors who are also main users 2003-2007 168
Figure 114: Conversion rates by demographic group – percentage of Wilkinson visitors who are also main users in each demographic segment 2007 168
Figure 115: Loyalty – percentage of Wilkinson main users who are loyal 2003-2007 169
Figure 116: Loyalty by demographics – percentage of Wilkinson main users in each demographic segment who are loyal 2007 170
Figure 117: Preference stores – main stores preferred by disloyal main users of Wilkinson in personal care 2007 172
Figure 118: Shopping around – number of other stores used in addition to main store 2003-2007 173