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CSI Updates

Last year we were all obsessed with the Olympics and our sports stars… where is the fuss for Wimbledon and Murray?

The recession has ended but we are not as happy as we were this time last year. The economy, the weather, the constant stream of bad news every time the TV is switched on, all affect the nations mood.

What this means is that the UK overall feels more focused and attentive about their world than they did last year. Enjoyment and excitement has fallen versus last year’s and the UK now feels less in control in their day-to-day lives.

This doesn’t just affect how the UK feels about their world, (family, job etc.) it has also translated into how the UK feels about shopping.

Nearly half of shoppers feel like they are spending more than they did last year in grocery. Although this increase is perceived to be no more than 20% for most shoppers, it is still higher than inflation and the overall cost of the average shopping basket.

Interestingly this does not mean that these shoppers feel that they are buying more OL. It’s actually the shoppers that feel that they are spending less, that are now buying more OL.

We have two types of shoppers. The shoppers that are clearly trying to reduce their cost of shopping by making more practical, at-fixture decisions, not dropping from Brand to Basics but, the increased amount of OL levels offers shoppers the ability to drop down one or two levels. The other group of shoppers seem to be talking a more helpless attitude – not consciously making any changes to their store choice or product choice – we all still have to eat!

That’s not to say that price and value for money are not key for shoppers, but this doesn’t mean that shoppers are choosing their main store based on this. Convenience and habit still drive most shoppers to their favourite mainstream supermarket, with Asda being the exception, where over two thirds of shoppers still choose Asda because of price related reasons. This remains unchanged year on year.

So what does this mean? How can we get the shine back that we had this time last year or is this focused and attentive national emotion here to stay until we start to see the economy and weather pick up?

The nation needs something to look forward to. Where is the focus on Wimbledon and Murray? We need a good dose of national pride.

This is a real opportunity in supermarkets, bring the enjoyment and excitement back, reduce intimidation through in-store campaigns, remind shoppers of the positive things happening in the outside world, not just about price and promotions to drive happiness and sales.

  • Tesco continues to polarise shoppers – consistently voted as “shoppers favourite supermarket” for the last year, but also voted as “shoppers least favourite supermarket”.
  • 41% of shoppers feel like they are spending more on Grocery vs. last year. No significant difference by income.
  • 60% of shoppers who feel that they are spending more, believe they spend less than 20% more.
  • 36% of shoppers believe they are buying more OL – shoppers who feel that they are spending less were more likely to claim to buy more OL.
  • Asda stands out from the crowd – 68% of shopper’s reason for shopping at Asda is price related. Convenience and habit remain the key driver store choice for the other major multiples.
  • UK feels attentive about their world – a positive yet focused emotion. Shoppers are paying more attention to it. Looking at the key levels, we can clearly see that shoppers find their world less enjoyable and exciting and more intimidating. The recession may be over but this hasn’t increased shopper’s levels of happiness. This also translates into how shoppers feel, thinking about shopping. The main drivers haven’t changed, but shopper’s perceived increase in spend in-store, is taking away some of the shine seen during the Queens Jubilee and the run-up to the Olympics last year.