OVERVIEW
Introduction
Summary
Executive Summary
Key findings
Retailer highlights
Share of shoppers
Fall in share of shopper reflects drop in discretionary demand
Penetration of Personal Care Shoppers
Proportion of males shopping for personal care plummets
Retailer Usage
Grocers take ground from specialists as Morrison leaps into fourth place for main usage
Main User Share by Region
Alliance Boots remains leading retailer
Conversion Rates
Flight to value fosters more considered shopper
Shopping Around
Superdrug users shop around most
Loyalty
Loyalty rises significantly
Drivers of Loyalty/ Disloyalty
Price increases in importance
Alliance Boots
Commands impressive loyalty but under pressure from grocers
Visitors
Main users
Conversion rate
Loyalty
Competitors
Asda
Benefits from strong value positioning
Visitors
Main users
Conversion rate
Conversion rate
Loyalty
Competitors
Morrison
Leaps into fourth place for main user share
Visitors
Main users
Conversion rate
Loyalty
Competitors
Sainsbury
Ups appeal to less affluent
Visitors
Main users
Conversion rate
Loyalty
Competitors
Superdrug
Struggles with strong price competition
Visitors
Main users
Conversion rate
Loyalty
Competitors
Tesco
Increases visitor share broadly across demographics
Visitors
Main users
Conversion rate
Loyalty
Competitors
Wilkinson
Must concentrate on improving weak conversion rate
Visitors
Main users
Conversion rate
Loyalty
Competitors
Methodology
Basic methodology
The selection of parliamentary constituencies
The selection of enumeration districts
The selection of respondents
Post survey weighting
LIST OF FIGURES
Figure 1: Personal care share of shopper 2006-2010
Figure 2: Profile of personal care shoppers - by gender % 2006-2010
Figure 3: Profile of personal care shoppers - by age bracket 2006-2010
Figure 4: Profile of personal care shoppers - by socio-economic class 2006-2010
Figure 5: % of consumers who shop for personal care - by demographics 2010
Figure 6: % of consumers who shop for personal care - by TV region 2010
Figure 7: Concentration of main user share of Top Five retailers in 2008
Figure 8: Concentration of main user share of Top Five retailers in 2009
Figure 9: Concentration of main user share of Top Five retailers in 2010
Figure 10: Average rate of conversion from visitor to main user 2006-2010
Figure 11: Rate of conversion from visitors to main users by retailer % 2010
Figure 12: Average number of other stores used 2006-2010
Figure 13: Average number of other stores used by retailer 2010
Figure 14: % of personal care shoppers that are loyal to their main store 2006-2010
Figure 15: Personal care shoppers loyal to their main store - by demographic group 2010
Figure 16: Personal care shoppers that are loyal to their main store - by retailer % 2010
Figure 17: Change in loyalty rates since last year by retailer - percentage points 2010
Figure 18: Personal care loyal main users identifying drivers of loyalty % 2006-2010
Figure 19: Visitor share 2006-2010
Figure 20: Visitor share by demographic group 2010
Figure 21: Main user share 2006-2010
Figure 22: Main user share by demographic group 2010
Figure 23: Conversion rates 2006-2010
Figure 24: Conversion rates by demographic group 2010
Figure 25: Loyalty 2006-2010
Figure 26: Loyalty by demographics 2010
Figure 27: Preference stores 2010
Figure 28: Shopping around 2006-2010
Figure 29: Visitor share 2006-2010
Figure 30: Visitor share by demographic group 2010
Figure 31: Main user share 2006-2010
Figure 32: Main user share by demographic group 2010
Figure 33: Conversion rates 2006-2010
Figure 34: Conversion rates by demographic group 2010
Figure 35: Loyalty 2006-2010
Figure 36: Loyalty by demographics 2010
Figure 37: Preference stores 2010
Figure 38: Shopping around 2006-2010
Figure 39: Visitor share 2006-2010
Figure 40: Visitor share by demographic group 2010
Figure 41: Main user share 2006-2010
Figure 42: Main user share by demographic group 2010
Figure 43: Conversion rates 2006-2010
Figure 44: Conversion rates by demographic group 2010
Figure 45: Loyalty 2006-2010
Figure 46: Loyalty by demographics 2010
Figure 47: Preference stores 2010
Figure 48: Shopping around 2006-2010
Figure 49: Visitor share 2006-2010
Figure 50: Visitor share by demographic group 2010
Figure 51: Main user share 2006-2010
Figure 52: Main user share by demographic group 2010
Figure 53: Conversion rates 2006-2010
Figure 54: Conversion rates by demographic group 2010
Figure 55: Loyalty 2006-2010
Figure 56: Loyalty by demographics 2010
Figure 57: Preference stores 2010
Figure 58: Shopping around 2006-2010
Figure 59: Visitor share 2006-2010
Figure 60: Visitor share by demographic group 2010
Figure 61: Main user share 2006-2010
Figure 62: Main user share by demographic group 2010
Figure 63: Conversion rates 2006-2010
Figure 64: Conversion rates by demographic group 2010
Figure 65: Loyalty 2006-2010
Figure 66: Loyalty by demographics 2010
Figure 67: Preference stores 2010
Figure 68: Shopping around 2006-2010
Figure 69: Visitor share 2006-2010
Figure 70: Visitor share by demographic group 2010
Figure 71: Main user share 2006-2010
Figure 72: Main user share by demographic group 2010
Figure 73: Conversion rates 2006-2010
Figure 74: Conversion rates by demographic group 2010
Figure 75: Loyalty 2006-2010
Figure 76: Loyalty by demographics 2010
Figure 77: Preference stores 2010
Figure 78: Shopping around 2006-2010
Figure 79: Visitor share 2006-2010
Figure 80: Visitor share by demographic group 2010
Figure 81: Main user share 2006-2010
Figure 82: Main user share by demographic group 2010
Figure 83: Conversion rates 2006-2010
Figure 84: Conversion rates by demographic group 2010
Figure 85: Loyalty 2006-2010
Figure 86: Loyalty by demographics 2010
Figure 87: Preference stores 2010
Figure 88: Shopping around 2006-2010
LIST OF TABLES
Table 1: Profile of personal care shoppers - by region 2010
Table 2: % of active personal care shoppers regularly using each retailer 2006-2010
Table 3: % of regular personal care shoppers mainly using each retailer 2006-2010
Table 4: Share of personal care shoppers naming a retailer as their main store by TV region 2010
Table 5: Average rate of conversion from visitor to main user - by region 2010
Table 6: Average number of other stores used by TV region 2010
Table 7: % of personal care shoppers that are loyal to their main store - by TV region 2010
Table 8: Detailed drivers of loyalty % 2010
Table 9: Personal care loyalty score by retailer - Top Four factors 2006-2010
Table 10: Personal care loyalty score by retailer - four more factors 2006-2010
Table 11: Personal care disloyalty score by retailer - Top Four factors 2006-2010
Table 12: Personal care disloyalty score by retailer - four more factors 2006-2010
Table 13: What disloyal users preferred about other personal care stores - Top Four factors 2006-2010
Table 14: What disloyal users preferred about other personal care stores - four more factors 2006-2010
Table 15: Visitor share by region 2010
Table 16: Main user share by region 2010
Table 17: Conversion rates by region 2010
Table 18: Loyalty by region 2010
Table 19: Drivers of loyalty 2010
Table 20: Drivers of disloyalty 2010
Table 21: Potential changes 2010
Table 22: Other personal care stores used 2006-2010
Table 23: Retailers most used in other sectors 2010
Table 24: Visitor share by region 2010
Table 25: Main user share by region 2010
Table 26: Conversion rates by region 2010
Table 27: Loyalty by region 2010
Table 28: Drivers of loyalty 2010
Table 29: Drivers of disloyalty 2010
Table 30: Potential changes 2010
Table 31: Other personal care stores used 2006-2010
Table 32: Retailers most used in other sectors 2010
Table 33: Visitor share by region 2010
Table 34: Main user share by region 2010
Table 35: Conversion rates by region 2010
Table 36: Loyalty by region 2010
Table 37: Drivers of loyalty 2010
Table 38: Drivers of disloyalty 2010
Table 39: Potential changes 2010
Table 40: Other personal care stores used 2006-2010
Table 41: Retailers most used in other sectors 2010
Table 42: Visitor share by region 2010
Table 43: Main user share by region 2010
Table 44: Conversion rates by region 2010
Table 45: Loyalty by region 2010
Table 46: Drivers of loyalty 2010
Table 47: Drivers of disloyalty 2010
Table 48: Potential changes 2010
Table 49: Other personal care stores used 2006-2010
Table 50: Retailers most used in other sectors 2010
Table 51: Visitor share by region 2010
Table 52: Main user share by region 2010
Table 53: Conversion rates by region 2010
Table 54: Loyalty by region 2010
Table 55: Drivers of loyalty 2010
Table 56: Drivers of disloyalty 2010
Table 57: Potential changes 2010
Table 58: Other personal care stores used 2006-2010
Table 59: Retailers most used in other sectors 2010
Table 60: Visitor share by region 2010
Table 61: Main user share by region 2010
Table 62: Conversion rates by region 2010
Table 63: Loyalty by region 2010
Table 64: Drivers of loyalty 2010
Table 65: Drivers of disloyalty 2010
Table 66: Potential changes 2010
Table 67: Other personal care stores used 2006-2010
Table 68: Retailers most used in other sectors 2010
Table 69: Visitor share by region 2010
Table 70: Main user share by region 2010
Table 71: Conversion rates by region 2010
Table 72: Loyalty by region 2010
Table 73: Drivers of loyalty 2010
Table 74: Drivers of disloyalty 2010
Table 75: Potential changes 2010
Table 76: Other personal care stores used 2006-2010
Table 77: Retailers most used in other sectors 2010
Table 78: Sample sizes by sector 2010