WHAT
WHY &
HOW
Loyalty
Scan
Panel
We look at all aspects of shopper attitude and
behaviour
Shopper
profile
Category
DNA
Satisfaction
Path
to
Purchase
Instore
Execution
WHY &
Audience
Poll
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Which category has had the highest "overall shopper satisfaction" in 2020?
Answer 1: Fresh Beef
Answer 2: Cake/Baking Mixes & Icing
Answer 3: Deli Counter Cheese
Answer 4: Soft Fruit & Berries
Answer 5: Instant Coffee
Answer..
Deli Counter Cheese
Average category = 62%
73%
Overall
Things to remember
•
Presentation findings are based on our latest shopper interviews
conducted, during and after lockdown (April
–
Aug 2020), 46k interviews
•
All data compared with data from 2019 (non-Covid)
•
Data view is market level and includes shoppers of Tesco, Sainsbury’s, Asda,
Morrisons, Waitrose, Aldi and Lidl
•
Based on shops in bricks and mortar stores
•
Data collected at a category level (166 categories) and represented here
How has
shopping
for Groceries
changed..
What do we
think will
revert and
what may
stick..
Some
thoughts
for future
plans..
How has
shopping
for Groceries
changed..
Quick, planned
shops are still
Unlike before Covid
, we’re still more likely to plan our shop
Getting on the shopping list is likely to be more important than ever
74%
79%
78%
% shoppers
“planned to buy before coming to store”
Before
After
Graphic designed by Freepik
We’re also still looking to shop categories quickly
Consider ease of shop in your category to avoid shopper frustration
% shoppers
“Grab & Go – important to make my choice quickly”
72%
76%
Before
After
Graphic designed by pikisuperstar
Audience
Poll
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Which category has had the biggest swing to a 'grab & go'
mindset?
Answer 1: Organic Fruit & Vegetables
Answer 2: Frozen Fruit
Answer 3: Total Lager & Craft Lager
Answer 4: Prepared Fruit
Answer..
Organic Fruit and Vegetables
59%
77%
Before
After
+18%
Swing from
2019 to 2020
32%
26%
Covid
Now
It is worth noting though that despite generally wanting to shop
quicker, its not because we’re feeling time pressure perhaps
Are retailers making us feel safer instore?
“I did not want to
spend more time
than necessary in
RETAILER”
Links back to heavy planning, we know what we want and that drives the desire for speed
% shoppers
Mission
–
smaller
shops are
The top-up shop is back!
Pandemic move to bigger shops certainly looks like a blip
30%
29%
24%
28%
28%
28%
2018
2019
Apr-20
Jun-20
Jul-20
Aug-20
Graphic designed by pch.vector
What does this mean for your category, consider location, pack options, etc.
% shoppers
Who’s
There’s still more men doing the shopping than before
There are implications for instore communication here
40%
44%
Before
Now
60%
56%
Before
Now
Male
Female
Graphic designed by pch.vector / Freepik
Need to appeal to the male brain, keep it simple, strong standout, help me find!
Older shoppers stayed away during lockdown but they’re back
This trend has reverted as we feel more comfortable venturing out..
39%
22%
32%
% shoppers; Middle/Mature couple - no children at home
Before
After
Graphic designed by pch.vector
Availability
issues appear to
be going away
Covid caused big availability concerns but things are reverting
The latest developments we’re seeing may further impact this..
Graphic designed by macrovector / Freepik
23%
72%
43%
Before
After
% shoppers
“Planned purchase -
couldn’t buy my choice because it was OOS”
3.20
3.24
3.29
3.28
3.26
3.27
2018
2019
Apr-20
Jun-20
Jul-20
Aug-20
…and actually the trend suggests importance of availability is
returning to normal levels
Importance of AVAILABILITY
(5 = most important thing)
Audience
Poll
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Which category has had the biggest swing - "increase in
importance of availability"?
Answer 1: Female Deodorants
Answer 2: Washing up/Dishwash
Answer 3: Baby Food
Answer 4: Allergy Treatments
Answer 5: Chilled Soup
Answer..
Allergy Treatments
3.0
3.4
Before
After
+0.4
Swing from
2019 to 2020
But interestingly
Price concern
During the pandemic shoppers were less concerned about
Price and this trend continues..
Before
After
3.65
3.57
3.52
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Importance of PRICE
(5 = most important thing)
Offers have followed a similar pattern, less important now..
Need to ensure the right categories are used for promo activation
Graphic designed by studiogstock / Freepik
3.33
3.21
Before
Now
For many categories a value message works better than a high/low strategy
Importance of OFFERS
What are the
implications for
brands?
During lockdown were were buying more from a repertoire of
brands, this is no longer the case..
18%
…up from 14%
13%
Graphic designed by macrovector / Freepik
This could be an issue for challenger brands as shoppers return to a single focus
% shoppers
However Private Label doesn’t appear to benefit
Willingness to consider PL hasn’t really changed and is dropping if anything..
59%
58%
57%
Before
After
Graphic designed by macrovector
Need to get the balance right for PL based on shoppers of each category
% agreement with statement
24%
29%
24%
% shoppers
“bought from secondary display”
Before
After
The increase in purchasing from a secondary display appears
to have been a temporary move due to availability issues..
Biggest challenge for impulse categories where purchase is less planned
Audience
Poll
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Which category has had the biggest swing - "increase in purchases
from secondary display“
Answer 1: Nappies
Answer 2: Baby Milk
Answer 3: Total Stone Fruit
Answer 4: Speciality Wrapped Bread
Answer 5: On-the-go Snacking
Answer..
On-the-Go Snacking
40%
63%
Before
After
+23%
Swing from
2019 to 2020
27%
32%
33%
29%
25%
27%
2018
2019
Apr-20
Jun-20
Jul-20
Aug-20
We’ll need to work harder to get stand out
It also appears that impulsive attitudes are back to pre-levels
27%
agree they ”
buy
because they feel like it
”
Need to identify the right shopper factors for your category to encourage buy
The impact of
all of this is not a
rise in loyalty
The pandemic caused a rise in shopper loyalty, but it appears
this is now returning to normal levels
30%
24%
BEFORE
23%
AFTER
agree they ”
go to RETAILER
because they do CATEGORY well
”
During the pandemic we were perhaps more easily pleased just to find stock!
Initial satisfaction with handling of the crisis has peaked
“How do you think RETAILER is handling the crisis overall?”
84%
87%
86%
86%
Apr-20
Jun-20
Jul-20
Aug-20
Graphic designed by studiogstock / Freepik
Shoppers are happy with this which bodes well for any further lockdowns..
% shoppers
‘well / very well’
More of us stuck with one retailer in lockdown, but this also
looks to be trending back to previous levels
Graphic designed by macrovector / Freepik
52%
57%
55%
Before
After
“do most of my
shopping of this
type at RETAILER”
Longer term
trends are still in
play
Authenticity
–
made in a particular place or a particular way
Shoppers telling us that this element of product quality is becoming key
2.6
2.6
3.0
3.1
3.1
3.0
3.0
3.0
2016
2017
2018
2019
Apr-20
Jun-20
Jul-20
Aug-20
Graphic designed by Freepik
Need to identify this for your category and communicate effectively to shoppers
Importance of AUTHENTICITY
Health
– a good range for my family’s health and well being
Less of an increase over time but still gradually becoming more important
3.1
3.1
3.0
3.1
3.2
3.1
3.1
3.1
2016
2017
2018
2019
Apr-20
Jun-20
Jul-20
Aug-20
Graphic designed by rawpixel.com
Is this getting more important for your category and can shoppers find choices
Importance of HEALTH
CSR
–
minimal harm to environment, made/sourced ethically
Pandemic has caused a slight reset but overall still trending upward
2.6
2.7
2.8
3.0
3.2
3.0
2.9
3.0
2016
2017
2018
2019
Apr-20
Jun-20
Jul-20
Aug-20
Graphic designed by macrovector
Key for the shopping experience is how to execute this simply and quickly
Importance of CSR
What do we
think will revert
and what may
stick..
What stays
What goes
Unsure
Shops are
more planned
and there is a focus on
grab & go
Changed in
CV-19 and has so far
remained so
Changed in CV-19
but has started to
revert to previous
No clear trend or
movement to
suggest yet
Price
continuing to be less
important,
not the only
key driver
Experiental trends (
Health,
CSR, Authenticity
) remain
on an upward trajectory
Main shop missions became
the norm, but
top-ups are
back
on the increase
Availability
issues caused
big concern for shoppers,
now less important
Secondary display
pick-up
increased but we’re now
back to the
fixture
More men
are doing the
shopping, but the
difference is less significant
Movements in
loyalty
have
begun to revert but its not
fully clear yet
Impulsive attitudes
had
increased but there are
Some
thoughts for
future plans..
Be ready for more changes…
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