Presentation on theme: "Evolution Insights offer a range of products & services for clients in the field of shopper research:- Off-the-shelf research Evolution’s off the shelf."— Presentation transcript:
Evolution Insights offer a range of products & services for clients in the field of shopper research:- Off-the-shelf research Evolution’s off the shelf research publications deliver affordable insight into shopper motivation and behaviours in UK food, drink and grocery Insight Plus Insight Plus offers your business the opportunity to engage in any of our regular shopper research projects in advance of publication, tailoring the scope to suit your needs Bespoke Consulting As publishers of research, we are able to draw upon a wealth of existing proprietary data for consulting projects – helping to better inform and shape any further research requirements. Evolution Insights is a leading research consultancy specialising in shopper motivation and behaviour. We deliver off-the-shelf, tailored and bespoke research for manufacturers, retailers and agencies. Further information is available at our website Visit and sign up for Reflections, our free quarterly newsletter offering analysis and commentary on topical issues About Evolution Insights 1 As a leading publisher of shopper research, we are ideally placed to offer your business actionable shopper insight. Our research and analysis helps clients develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase. We use a range of research methodologies to discover genuine insights. Our research incorporates a broad spectrum of robust qualitative and quantitative research techniques.
Contents 2 Key findings and summary Summary of strength and weaknesses for own label Retailer overview – Own label offering Tesco Asda Sainsbury’s Morrisons The Co-operative Waitrose Marks and Spencer Overview of Retailer own label offering What is own label What is own label: the shopper’s perspective? What would make shoppers buy more brands? What do shoppers perceive to be the strengths and weakness of own label? The private label shopper: current adoption and changing behaviour Who buys own label? Awareness and purchasing behaviour, category examples own label awareness How are shoppers adapting their own label purchasing behaviour? What is the impact of recession and economic uncertainty of own label? What would you do if the economic climate improved? Why do shoppers buy either brands or own label Perceptions of private labels versus national brands How do shoppers perceive the quality of own label? Why do/don’t shoppers perceive parity of quality? Do shoppers perceive that own label quality is changing? How do shoppers perceive the healthiness of own label? How do shoppers perceive the price of own label Why do/don’t shoppers perceive parity of price? How do shoppers perceive the image of own label? How does image differ among categories? Why do/don’t shoppers perceive parity of image? Do shoppers perceive that own label image is changing? Price architecture What is the role of price architecture in own label? Methodology Quantitative research - survey Qualitative research – focus groups Glossary Page Page
Figures & Graphs PageTypeTitle 10FigureSummary of strength and weaknesses for own label 19TableStrengths and weaknesses of Retailers in their own label offering 27GraphWhat proportion of shoppers are likely to buy a private label over a branded product for a typical supermarket food and grocery item? (by demographic) 27GraphWhat proportion of shoppers are likely to buy a private label over a branded product for a typical supermarket food and grocery item? (by retailer) 28GraphWhich tier of private label do shoppers buy most regularly? (by demographic) 28GraphWhich tier of private label do shoppers buy most regularly? (by retailer) 29FigureSample Category - Analysis of awareness and purchasing behaviour 30GraphWhat proportion of shoppers are not aware of own brands? (by category) 36GraphWhat proportion of shoppers view private label as of better quality than brands? (by demographic ) 36GraphWhat proportion of shoppers view private label as of better/worse quality than brands? (by retailer) 41GraphWhat proportion of shoppers view private label as cheaper than brands? (by demographic) 41GraphWhat proportion of shoppers view private label as cheaper than brands? (by retailer) 43GraphWhat proportion of shoppers agree with the statement: ‘it matters to me what other people might think of me when I consider whether to buy brands or supermarket own?’ (by demographic) 43GraphWhat proportion of shoppers agree with the statement: ‘it matters to me what other people might think of me when I consider whether to buy brands or supermarket own?’ (by retailer) 44GraphWhat proportion of shoppers agree with the statement: ‘it matters to me what other people might think of me when I consider whether to buy brands or supermarket own?’ (by example categories) 3
Traditionally Tesco operated a three-tier good, better, best price architecture, encompassing Value (good), Tesco (better) and Finest (best). However more recently it introduced a new tier, positioned between good and better called Discount Brands and Tesco. The Discount Brands is not a label in itself, but is a range of products which carry a number of labels such as Daisy (Washing up liquid). The range aims to offer shoppers additional choice and better quality at the lower end of the price scale, without compromising on quality. In additional to its main tiers, Tesco also has a number of lifestyle ranges. These include Organic, Free From, Healthy Living, Wholefoods and the Restaurant Collection. Tesco’s premium ‘Finest’ range performs very well and commands great respect from shoppers. In our focus groups Finest was highlighted numerous times by shoppers of various demographic profiles as excellent quality, usually perceived to be superior to brands. Tesco is the leading food and grocery retailer in the UK and is also the largest retailer of own brand goods in the country. Tesco’s own brand range spans categories across the board, including non-food. Retailer overview - Tesco 4 Light Choices is a Tesco lifestyle sub-brands for shoppers that ‘are looking to loose a few pounds but don't want to compromise on choice or taste’. Tesco’s Finest range is the retailer’s premium tier sub- brand and spans almost every food and grocery category. Tesco’s Finest at the Fixture: We are impressed with Tesco’s execution at the fixture for Finest. Good use of block merchandising creates impact, on-shelf marketing material communicates reasons to trade up and mechanics like dinner for £10 offer good value without compromising brand equity (which could be caused by discounting). The Tesco name is used across the majority of the retailer’s mid-tier own label ranges. Tesco has launched a number of private label products which do not use the Tesco name. This gives shoppers a feeling of greater choice and allows the retailer to communicate different value messages and points of difference to customers.
Overview of Own Label Offering 5 Value (Tier) Shoppers’ Rating Standard (Tier) Shoppers’ Rating Best (Tier) Shoppers’ Rating Lifestyle Ranges Shoppers’ Overall Rating compared to main Brands Tesco Asda Sainsbury Morrisons Co-operative Waitrose Marks & Spencer8.9 Shoppers in general are aware of the tiered offering of most retailers, and have a good understanding of how they believe the retailers differ in terms of quality. Marks & Spencer’s present a clear single tier offering in most categories, which their shoppers find easy to understand, the introduction of a limited range of ‘Brand Captain’ brands has had a mixed response from M&S’s stalwart shoppers. Waitrose’s standard tier offering is felt to offer a good alternative to the main branded products, with their premium range felt to be at least on a par, if not better than brands. Source: Evolution Insights
A major barrier to buying brands which was highlighted in the focus groups was that many shoppers believe own labels and brands are made in the same factories. Some respondents suggested own labels and brands are the same products and therefore there is no point in buying brands. What do shoppers perceive to be the strengths and weakness of own label? 6 "Its lower quality, so it can’t be made by the same brands." [Male, 30-39, E] "I think the same people make the same stuff, and they are cheaper because there all less advertising costs." [Female, 50-60, D] "I think they are made as a loss leader to get you into the supermarkets, then buy the more expensive stuff." [Female, 50-60, D] "For example the Sainsbury’s own is exactly the same taste as Nescafe (in my opinion)." [Female, 50-60, D] "I would hate to think that the main brands made the cheaper stuff, otherwise I would feel ripped off buying the brands." [Female, 25-29, D] “I am pretty sure all the own brand products are made in the same places as the branded stuff.” [Female, 30-39, C1] “I am sure that they come from the same factory.” [Female, 25-29, C1] “I think it comes off the same production lines, then put in different packaging, if not the same line, from the same factory.” [Male, 30-39, C1] “I think the brands could make the stuff cheaper because they don’t have to spend loads of money on advertising.” [Female, 30-39, C1]
Normally purchase AwarenessPurchase Here we analyse some example categories. Specifically we look at how aware shoppers are of own brands for each category, whether they regularly purchase and whether they normally buy. If you take bread as an example, awareness is nearly 100%. All the major supermarket operators stock a wide variety of own brand breads, which have high visibility on the fixture. We can then see that two- third of shoppers regularly buy own label bread, suggesting widespread acceptance. However when we look at the proportion that normally buy own label bread the penetration rate falls significantly suggesting a lack of loyally towards own label bread among many shoppers. Now let’s contrast bread with lager. It is immediately noticeable that awareness of own brand lager is very much lower than for bread. In part this is explained because there are fewer own brand SKUs and also because coverage at the fixture is typically weak. Only one-third of shoppers regularly buy own brand. We find in our qualitative research that shoppers have negative image perceptions of own brand lager. Indeed only 5% of shoppers say they normally buy own brand lager. Analysis of awareness and purchasing behaviour across some example categories highlights some interesting differences. Awareness and purchasing behaviour, category examples 7 Bread97.2%66.7% 19.9% Appeal/ relevance Loyalty Laundry detergent96.9%54.6%17.6% Coffee94.4%45.2%16.6% Lager85.2%33.0%5.1% Shampoo93.3%41.4%9.7% Source: Evolution Insights
Secondary and desk research Preliminary quantitative survey Main quantitative surveyFocus groupsInsights Evolution carried out a preliminary survey of 100 shoppers, to test questions for the main survey. Detailed secondary and desk research was conducted to define the private label landscape, macro drivers and trends, scope and examples of initiatives to date. Initial insights gained were used to help further design the main survey. The main survey was completed by 1546 UK adults who said they regularly shop for food & grocery. Two focus groups were carried out to further enhance the secondary research and main quantitative survey, one involving 9 and the other involving 8. Comprehensive and detailed assessment of all the data received was then used to discover insights. Throughout this process, primary research was supported by secondary research drawing on Evolution’s proprietary databases, national statistics, news and industry resources. Evolution’s consultants also maintain close relationships with industry figures across retailers and manufacturers. Methodology 9 Source: Evolution Insights Evolution’s methodology
Detailed shopper insights were gained from a survey of 1,000 UK adults who say they regularly shop for food and grocery. The samples were fully representative of the UK population. The survey contained 15 questions relating to the perceptions of Supermarket own labels – in addition to standard demographic profiling questions. The survey was undertaken by a third party MRS partner and is therefore bound by the MRS code of conduct. The survey was carried out online during the week commencing 9 th January Methodology: quantitative survey 10 Source: Evolution Insights Importance of Brands Rate perceived price difference (by category) Rate perceived quality difference (by category) Which tier of own label normally bought (by category) Likelihood of buying own label (by category) Categories normally bought (General) Main supermarket information Demographic profiling Topics of questions in quantitative survey
Focus Groups Age RangeDemographic ProfileGenderShopper Type BC1 Empty Nest5 Female, 3 MaleMain Shoppers C2DE Young Family6 Female, 2 MaleMain Shoppers C1C2D Family (Older Children)4 Female, 4 MaleMain Shoppers C2DE No Children4 Female, 4 MaleMain Shoppers The Focus Groups were carried out w/c 16 th January 2011 Methodology: qualitative research – focus groups 11 Source: Evolution Insights