Table of Contents
Overview
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- What you need to know
- Products covered in this report
Executive Summary
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- Tesco top choice of main store by some distance
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- Figure 1: Stores used for buying household care products in the past six months, April 2015
- Convenience and price main determinants of store choice
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- Figure 2: Reasons for shopping at main store used for buying household care products, April 2015
- Shoppers look out for special offers and promotions
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- Figure 3: Shopping behaviour when buying household care products, April 2015
- Branded versions preferred for most products
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- Figure 4: Branded versus own-label product purchasing for household care products, April 2015
- Free samples best way of encouraging trial of new products
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- Figure 5: Interest in services or store features when shopping for household care products, April 2015
- What we think
Issues and Insights
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- Boosting loyalty to own-label ranges
- The facts
- The implications
- Lessons from household care shopping behaviour
- The facts
- The implications
- Store features or services most likely to maximise appeal
- The facts
- The implications
The Market – What You Need to Know
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- Household care market worth £5.32 billion
- Growth in population and households has potential to boost market
- Increased earnings = trading up?
- Discount retailers prove a challenge to sales growth
Market Drivers
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- Household care a £5.32 billion market
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- Figure 6: Best- and worst-case forecast value sales of the household care market, at current prices, 2009-19
- More households to help boost spending
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- Figure 7: UK households, by size, 2009-19
- Population numbers growing
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- Figure 8: Trends in the age structure of the UK population, 2009-19
- Return of growth in real earnings
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- Figure 9: Trends in current financial situation compared with a year ago, March 2012-March 2015
- Change in the retail landscape
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- Figure 10: Retailer used for main grocery shop, September 2014
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- Figure 11: Trends in number of stores operated, by selected discount and value retailers, 2008-14
The Consumer – What You Need to Know
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- Women take on more responsibility for household care shopping
- Most people not main purchasers until they have flown the nest
- Big lead for Tesco as main source used
- Discounters an important secondary source
- Convenience and price biggest reasons for main store choice
- In-store marketing can have a big influence
- Savvy shoppers look for special offers and promotions
- Branded products favoured in most product categories
- Promotions can help to encourage increased purchasing
- Encouraging trial of new products through free samples
Responsibility for Shopping for Household Care Products
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- Majority involved with some household care shopping
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- Figure 12: Involvement with shopping for household care products, April 2015
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- Figure 13: Involvement with shopping for household care products, by gender and age, April 2015
Stores Used for Buying Household Care Products and Reasons for Using
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- Tesco top choice for household care products
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- Figure 14: Main store and other stores used for buying household care products in the past six months, April 2015
- Discounters an important source for secondary shopping
- Shopping around proves commonplace
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- Figure 15: Number of stores other than main store used for buying household care products in the last six months, April 2015
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- Figure 16: Other stores used for buying household care products, by main store used, April 2015
- Household care purchasing part of one-stop shopping
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- Figure 17: Reasons for shopping at main store used for buying household care products, April 2015
- Price and special offers big influence on choice of store
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- Figure 18: Reasons for shopping at main store used for buying household care products, by main store used, April 2015
- Product selection also makes a difference
Shopping Behaviour
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- Three in 10 only buy when they run out of something
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- Figure 19: Shopping behaviour when buying household care products, April 2015
- In-store marketing a big influence on brand choice
- Promotion and discounts in household care aisle important
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- Figure 20: Influence of price and promotions on shopping behaviour, by age, April 2015
- Online purchasing not that common
- Lack of enthusiasm (and space) for new products
Branded versus Own-label Product Purchasing
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- Branded products preferred choice in most categories
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- Figure 21: Branded versus own-label product purchasing for household care products, April 2015
- More commoditised items favour own-label
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- Figure 22: Typically buying own-label versions of different household care products, by main store used for buying household care products, April 2015
Interest in Store Features
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- Main interest is on saving money on household care items
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- Figure 23: Interest in services or store features when shopping for household care products, April 2015
- Free samples best way of encouraging experimentation
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- Figure 24: Interest in free samples and in-store demonstrations of new household products, by age, April 2015
- Interest in cross-category in-store sections
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- Figure 25: Interest in in-store sections for eco-friendly household care products or special offers on household care products, by main store used, April 2015
- Most shoppers finding the products and information needed
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
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