Table of Contents
Introduction
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- Methodology
- Abbreviations
Executive Summary
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- Demand for budget grocery ranges is growing
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- Figure 1: Trends in frequency of purchasing budget ranges of food and drink, 2008-12
- Discounts are now an ingrained part of shopping process
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- Figure 2: Ways in which people have saved money when shopping, September 2012
- Redefining ‘value for money’
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- Figure 3: In-store shopping behaviour, September 2012
- Nation of budgeters
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- Figure 4: Changes to budgeting habits in 2012 compared to 2011, September 2012
- What we think
Issues in the Market
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- How can brands ensure their survival in a value-dominated market?
- How are shoppers redefining value?
- Beyond price: how can retailers build relationships with customers?
- What’s next for the savvy shopper?
Trend Application
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- Trend: Let’s Make a Deal
- Trend: Guiding Choice
- 2015 Trend: Access Anything, Anywhere
Market Environment
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- Key points
- Demographic profile
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- Figure 5: Trends in the age structure of the UK population, 2007-17
- Little and often
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- Figure 6: Frequency of buying food, drink and household products, 2008-12
- Boost for budget ranges
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- Figure 7: Frequency of purchasing food and drink (regularly), 2008-12
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- Figure 8: Examples of products from Simply M&S and Essential Waitrose ranges, December 2012
- Supermarkets entice shoppers back to the high street
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- Figure 9: Location of regular shopping, 2008-12
Factors Influencing Purchase of Food, Drinks and Household Products
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- Key points
- Redefining value
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- Figure 10: Deciding factors while shopping for food, drinks and household products, 2012
- Figure 11: Grocery shopping habits, August 2012
- Today’s shoppers want convenience and value
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- Figure 12: Trends in most important deciding factors while shopping for food, drinks and household products, 2008-12
- Brands aren’t always better
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- Figure 13: Trend in agreement with attitudes towards shopping, 2008-12
- Convenience of shopping online
Changes in Spending Habits
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- Key points
- Spending is still cautious
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- Figure 14: Changes in spending habits in the past year, September 2012
- Save not spend
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- Figure 15: What extra income is spent on, by current financial situation, August 2012
- Figure 16: Activities done in the past three months, August 2012
- Age matters
- Leisure loses out to saving
- Any extra?
Budgeting Habits
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- Key points
- The great British budgeter
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- Figure 17: Changes to budgeting habits in 2012 compared to 2011, September 2012
- Age dictates money-saving strategies
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- Figure 18: Changes to budgeting habits in 2012 compared to 2011, by age, September 2012
- The affluent feel the pinch too
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- Figure 19: Pre-purchase behaviours after seeing a desirable product, by household income, September 2012
- Retailers help shoppers to budget
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- Figure 20: Changes to budgeting habits in 2012 compared to 2011, by gender, September 2012
- Shoppers are working hard to stick to a budget
Shopping Habits
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- Key points
- Savvy shoppers
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- Figure 21: Shopping habits, September 2012
- Budget Britain
- Savvy youngsters, sort of…
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- Figure 22: Shopping habits, by age, September 2012
- We all love a bargain
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- Figure 23: Attitudes towards shopping, September 2012
- Brands versus price
- You get what you pay for
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- Figure 24: Attitudes towards shopping, by household income, September 2012
- Most happy to buy value
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- Figure 25: Shopping habits, by presence of children in household and age, September 2012
- Parents don’t want to be seen buying value products
- Value doesn’t go with image
- The ethics of shopping
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- Figure 26: Attitudes towards shopping, by household income, September 2012
Product Research Habits
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- Key points
- Internet savvy shoppers
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- Figure 27: Pre-purchase behaviours upon seeing a desirable product, September 2012
- Coupon coming
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- Figure 28: Pre-purchase behaviours upon seeing a desirable product, September 2012
- Social networking: next retail channel?
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- Figure 29: Pre-purchase behaviours upon seeing a desirable product (major purchase), by age, September 2012
In Store Shopping Behaviour
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- Key points
- Loyalty or convenience?
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- Figure 30: In store shopping behaviour, September 2012
- Shoppers rely on coupons to make their money go further
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- Figure 31: In store shopping behaviour, by budgeting habits, September 2012
- Offers encourage people to buy
- Women find more ways to cut corners
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- Figure 32: In store shopping behaviour, by budgeting habits, by gender, September 2012
- Who needs it?
- Smartphone shopping
- Mobile couponing is gaining popularity
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- Figure 33: Items bought amongst those who used mobile coupons in the past 6 months, September 2012
Ways in Which People Save Money When Shopping
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- Key points
- Shoppers making discounts count
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- Figure 34: Ways in which people have saved money when shopping, September 2012
- Points power
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- Figure 35: Ways in which people have saved money when shopping, by age, September 2012
- Figure 36: Ways in which people have saved money when shopping, by socio-economic group, September 2012
- The rise of the coupon
- Credit cards
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- Figure 37: Ways in which people have saved money when shopping, by household income, September 2012
- Older age groups miss out on online deals
Use of Discounts
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- Key points
- Items on which people have used discount codes
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- Figure 38: Types of discounts used in the last six months, September 2012
- Special offers entice females
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- Figure 39: Types of discounts used in the last six months, September 2012
- Age-related discounting
- Shopping culture strong amongst the young
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- Figure 40: Number of types of discounts used in the last six months, September 2012
- Parents use more discounts than adults without children
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- Figure 41: Proportion of adults who bought five or more categories of products on discount, by presence of children in the household, September 2012
- Where people learn about discount codes
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- Figure 42: Ways in which people found out about discounts or special offers that they have used in the last six months, September 2012
- Internet discounts grab attention of higher income adults
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- Figure 43: Ways in which people found out about discounts or special offers that they have used in the last six months, by household income, September 2012
- Offline adverts most widely used across all categories
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- Figure 44: Ways in which people found out about discounts or special offers that they have used in the last six months, by household income, September 2012
Savvy Shopper Typologies
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- Key points
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- Figure 45: Savvy shopper typologies, September 2012
- Price-led (27%)
- The equivalent of 11 million internet users aged 16+
- Who are they?
- Proud Bargain Hunters (26%)
- The equivalent of 10.6 million internet users aged 16+
- Who are they?
- Brands are Better (24%)
- The equivalent of 9.8 million internet users aged 16+
- Who are they?
- Ethically-led (23%)
- The equivalent of 9.4 million internet users aged 16+
- Who are they?
- Key points
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- Figure 46: Savvy shopper typologies, continued, September 2012
- Flash the Cash (34%)
- The equivalent of 13.9 million internet users aged 16+
- Who are they?
- Sale Seekers (25%)
- The equivalent of 10.2 million internet users aged 16+
- Who are they?
- Careful Spenders (22%)
- The equivalent of 9 million internet users aged 16+
- Who are they?
- Payday Splurgers (18%)
- The equivalent of 7.3 million internet users aged 16+
- Who are they?
Appendix: Market Environment
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- Figure 47: Frequency of buying food, drink and household products (any shopping), by demographics, 2012
- Figure 48: Regular shopping, by demographics, 2012
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- Figure 49: Regular shopping, by demographics, 2012 (continued)
- Figure 50: Regular shopping, by demographics, 2012 (continued)
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- Figure 51: Frequency of purchasing food and drink (regularly), by demographics, 2012
- Figure 52: Frequency of purchasing food and drink (regularly), by demographics, 2012 (continued)
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Appendix – Changes in Spending Habits
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- Figure 53: Changes in spending habits for food and drink grocery shopping in the past year, by demographics, September 2012
- Figure 54: Changes in spending habits for eating and drinking out in the past year, by demographics, September 2012
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- Figure 55: Changes in spending habits for transportation in the past year, by demographics, September 2012
- Figure 56: Changes in spending habits for clothing and accessories in the past year, by demographics, September 2012
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- Figure 57: Changes in spending habits for shoes in the past year, by demographics, September 2012
- Figure 58: Changes in spending habits for beauty and personal care products in the past year, by demographics, September 2012
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- Figure 59: Changes in spending habits for leisure activities in the past year, by demographics, September 2012
- Figure 60: Changes in spending habits for holidays in the past year, by demographics, September 2012
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- Figure 61: Changes in spending habits for home and garden in the past year, by demographics, September 2012
- Figure 62: Changes in spending habits for electronics in the past year, by demographics, September 2012
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Appendix – Budgeting Habits
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- Figure 63: Changes in budgeting habits in the past year, by demographics, September 2012
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Appendix – Shopping Habits
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- Figure 64: Most popular shopping habits when purchasing food, drink, clothes, by demographics, September 2012
- Figure 65: Next most popular shopping habits when purchasing food, drink, clothes, by demographics, September 2012
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- Figure 66: Agreement with the statements ‘Buying well-known brands makes me feel good about myself’ and ‘Price is a good indicator of quality’, by demographics, September 2012
- Figure 67: Agreement with the statements ‘It makes me feel better if the food products I buy are ethically sourced’ and ‘Low price is more important to me than brand names’, by demographics, September 2012
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- Figure 68: Agreement with the statements ‘I would hide the fact that I buy value products’ and ‘I love the thrill of getting a bargain’, by demographics, September 2012
- Figure 69: Agreement with the statements ‘I am proud to tell my friends about any good bargains I find’ and ‘It is a good feeling to know I spent less than others on the same/similar products’, by demographics, September 2012
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- Figure 70: Target groups, by demographics, September 2012
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Appendix – Product Research Habits
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- Figure 71: Most popular pre-purchase behaviours for everyday products, by demographics, September 2012
- Figure 72: Next most popular pre-purchase behaviours for everyday products, by demographics, September 2012
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- Figure 73: Other pre-purchase behaviours upon seeing an everyday products, by demographics, September 2012
- Figure 74: Most popular pre-purchase behaviours for a major purchase, by demographics, September 2012
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- Figure 75: Next most popular pre-purchase behaviours upon seeing a major purchase, by demographics, September 2012
- Figure 76: Other pre-purchase behaviours upon seeing a major purchase, by demographics, September 2012
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Appendix - In Store Shopping Behaviour
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- Figure 77: Most popular in store shopping behaviour, by demographics, September 2012
- Figure 78: Next most popular in store shopping behaviour, by demographics, September 2012
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- Figure 79: Other in store shopping behaviour, by demographics, September 2012
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Appendix – Ways in Which People Save Money When Shopping
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- Figure 80: Most popular ways in which people have saved money when shopping, by demographics, September 2012
- Figure 81: Next most popular ways in which people have saved money when shopping, by demographics, September 2012
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- Figure 82: Other ways in which people have saved money when shopping, by demographics, September 2012
- Figure 83: Repertoire of ways in which people have saved money when shopping, by demographics, September 2012
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Appendix – Use of Discounts
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- Figure 84: Most popular items bought using discounts in the last six months, by demographics, September 2012
- Figure 85: Next most popular items bought using discounts in the last six months, by demographics, September 2012
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- Figure 86: Repertoire of items bought using discounts in the last six months, by demographics, September 2012
- Figure 87: Most popular ways in which people found out about discounts or special offers that they have used in the last six months, by demographics, September 2012
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- Figure 88: Next most popular ways in which people found out about discounts or special offers that they have used in the last six months, by demographics, September 2012
- Figure 89: Other ways in which people found out about discounts or special offers that they have used in the last six months, by demographics, September 2012
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Appendix – Savvy Shopper Typologies – Set 1
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- Figure 90: Savvy shopper typologies, September 2012
- Figure 91: Ways in which people have saved money when shopping, repertoire of ways in which people have saved money when shopping, by target groups, September 2012
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- Figure 92: Items bought using discounts in the last six months, repertoire of items bought using discounts in the last six months, by target groups, September 2012
- Figure 93: Ways in which people found out about discounts or special offers that they have used in the last six months, by Target groups, September 2012
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- Figure 94: Pre-purchase behaviours upon seeing a desirable product, by target groups, September 2012
- Figure 95: In store shopping behaviour, by target groups, September 2012
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- Figure 96: Shopping habits when purchasing food, drink, clothes, by target groups, September 2012
- Figure 97: Attitudes towards shopping, by target groups, September 2012
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Appendix – Savvy Shopper Typologies – Set 2
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- Figure 98: Savvy shopper typologies, September 2012
- Figure 99: Ways in which people have saved money when shopping, repertoire of ways in which people have saved money when shopping, by target groups, September 2012
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- Figure 100: Items bought using discounts in the last six months, repertoire of items bought using discounts in the last six months, by target groups, September 2012
- Figure 101: Ways in which people found out about discounts or special offers that they have used in the last six months, by target groups, September 2012
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- Figure 102: Pre-purchase behaviours upon seeing a desirable product, by target groups, September 2012
- Figure 103: In store shopping behaviour, by target groups, September 2012
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- Figure 104: Shopping habits when purchasing food, drink, clothes, by target groups, September 2012
- Figure 105: Attitudes towards shopping, by target groups, September 2012
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