1. Supermarkets in the UK

2. Big Four

3. Other Players

4. Grocery Market Shares of Major Multiples 2001-2005
Source: TNS, 2005

7. Acessibility to Supermarkets, 2000, 2004
> 4 km from a supermarket
All Rural Households: 21, 22%
East of England: 29% - lowest
Essex 67% no general store and 63% no pub
Source: Countryside Agency, 2001

8. Why has Tesco been so successful?
Changing strategy from ‘Pile it high, sell it cheap’ to adapting to more sophisticated needs of customer
New initiatives; healthy eating
New store concepts; Metro, Express, Extra
Loyalty card
Expansion of non food products and services
Segmenting the market
Internet
Overseas expansion

9. Segmenting the Market
Premium
Own Brand
Value

10. Perceptual Map. UK Supermarkets
Quality
Price

11. Perceptual Map. UK Supermarkets
Quality
Range

13. Last 15 years - farmer’s share of
% to the UK Farmer
Last 15 years - farmer’s share of
food £  25%

14. Who gains most from cheap, globally sourced food in UK multiples?
producers
supermarkets 
consumers
Exploitation is the Price of Cheaper Food (Oxfam, 2004)
Global retailers, including British supermarkets are, systematically inflicting poor working conditions on millions of women workers to conduct price wars and feed ever-rising consumer expectations of cheap produce
32p

15. Exporting apples from South Africa to UK supermarkets
Oxfam, 2005

16. English Apple Consumers
Section 2
English Apple Consumers

17. Who buys pre-packed and loose English apples, by simple lifestyle, 12 weeks from August 31st to November 20th, 2005?
(Source: dunnhumby Academy 2005)
This shows how the volume of loose and pre-packed English apple sales varies between simple lifestyle segments
The data is presented in index form, with the average volume of supermarket purchases equal to 100. Thus, segments that over-index are more likely to buy English apples and segments that under-index are less likely to do so

18. Who buys English Cox’s apples, by family lifestage, 12 weeks from August 29th to November 20th, 2005
(Source: dunnhumby Academy 2005)
This chart shows how the volume of English Cox’s apple sales varies between segments according to their family lifestage (100 = average supermarket shopper)

19. Who buys English Cox’s apples, by detailed lifestyle, 12 weeks from August 29th to November 20th, 2005?
(Source: dunnhumby Academy 2005)
This shows how the volume of English Cox’s apple sales varies between detailed lifestyle segments (100 = average supermarket shopper)

20. Who buys English Cox’s apples, by region, 12 weeks from August 29th to November 20th, 2005?
(Source: dunnhumby Academy 2005)
This chart shows how the volume of English Cox’s apple sales varies between regions (100 = average supermarket shopper)

21. Market Share of top four Supermarkets
2000
2001
2003
2005
2006
Tesco
22.9
23.4
29.8 26
30.6
Sainsbury
19.8
19.1
16.2
15.9
16.3
Asda
14.1
14.8 17
16.5
16.6
Safeway
10.2
10.0 10
Morrison 6
12.2
11.1