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Shopping for Household Care Products - UK - July 2015

“Competition for spending in the household care market has been increasing, with the growth of discount retailers as a source of purchase posing a threat to the dominance of the big four supermarkets. Promotional offers will therefore remain a key weapon in the battle to retain customer loyalty, including those that encourage shoppers to expand the repertoire of household care products that they purchase.”
– Richard Caines, Senior Household Care Analyst

This report discusses the following key issues:

  • Boosting loyalty to own-label ranges
  • Lessons from household care shopping behaviour
  • Store features or services most likely to maximise appeal

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • Tesco top choice of main store by some distance
            • Figure 1: Stores used for buying household care products in the past six months, April 2015
          • Convenience and price main determinants of store choice
            • Figure 2: Reasons for shopping at main store used for buying household care products, April 2015
          • Shoppers look out for special offers and promotions
            • Figure 3: Shopping behaviour when buying household care products, April 2015
          • Branded versions preferred for most products
            • Figure 4: Branded versus own-label product purchasing for household care products, April 2015
          • Free samples best way of encouraging trial of new products
            • Figure 5: Interest in services or store features when shopping for household care products, April 2015
          • What we think
          • Issues and Insights

            • Boosting loyalty to own-label ranges
              • The facts
                • The implications
                  • Lessons from household care shopping behaviour
                    • The facts
                      • The implications
                        • Store features or services most likely to maximise appeal
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Household care market worth £5.32 billion
                                • Growth in population and households has potential to boost market
                                  • Increased earnings = trading up?
                                    • Discount retailers prove a challenge to sales growth
                                    • Market Drivers

                                      • Household care a £5.32 billion market
                                        • Figure 6: Best- and worst-case forecast value sales of the household care market, at current prices, 2009-19
                                      • More households to help boost spending
                                        • Figure 7: UK households, by size, 2009-19
                                      • Population numbers growing
                                        • Figure 8: Trends in the age structure of the UK population, 2009-19
                                      • Return of growth in real earnings
                                        • Figure 9: Trends in current financial situation compared with a year ago, March 2012-March 2015
                                      • Change in the retail landscape
                                        • Figure 10: Retailer used for main grocery shop, September 2014
                                        • Figure 11: Trends in number of stores operated, by selected discount and value retailers, 2008-14
                                    • The Consumer – What You Need to Know

                                      • Women take on more responsibility for household care shopping
                                        • Most people not main purchasers until they have flown the nest
                                          • Big lead for Tesco as main source used
                                            • Discounters an important secondary source
                                              • Convenience and price biggest reasons for main store choice
                                                • In-store marketing can have a big influence
                                                  • Savvy shoppers look for special offers and promotions
                                                    • Branded products favoured in most product categories
                                                      • Promotions can help to encourage increased purchasing
                                                        • Encouraging trial of new products through free samples
                                                        • Responsibility for Shopping for Household Care Products

                                                          • Majority involved with some household care shopping
                                                            • Figure 12: Involvement with shopping for household care products, April 2015
                                                            • Figure 13: Involvement with shopping for household care products, by gender and age, April 2015
                                                        • Stores Used for Buying Household Care Products and Reasons for Using

                                                          • Tesco top choice for household care products
                                                            • Figure 14: Main store and other stores used for buying household care products in the past six months, April 2015
                                                          • Discounters an important source for secondary shopping
                                                            • Shopping around proves commonplace
                                                              • Figure 15: Number of stores other than main store used for buying household care products in the last six months, April 2015
                                                              • Figure 16: Other stores used for buying household care products, by main store used, April 2015
                                                            • Household care purchasing part of one-stop shopping
                                                              • Figure 17: Reasons for shopping at main store used for buying household care products, April 2015
                                                            • Price and special offers big influence on choice of store
                                                              • Figure 18: Reasons for shopping at main store used for buying household care products, by main store used, April 2015
                                                            • Product selection also makes a difference
                                                            • Shopping Behaviour

                                                              • Three in 10 only buy when they run out of something
                                                                • Figure 19: Shopping behaviour when buying household care products, April 2015
                                                              • In-store marketing a big influence on brand choice
                                                                • Promotion and discounts in household care aisle important
                                                                    • Figure 20: Influence of price and promotions on shopping behaviour, by age, April 2015
                                                                  • Online purchasing not that common
                                                                    • Lack of enthusiasm (and space) for new products
                                                                    • Branded versus Own-label Product Purchasing

                                                                      • Branded products preferred choice in most categories
                                                                          • Figure 21: Branded versus own-label product purchasing for household care products, April 2015
                                                                        • More commoditised items favour own-label
                                                                            • Figure 22: Typically buying own-label versions of different household care products, by main store used for buying household care products, April 2015
                                                                        • Interest in Store Features

                                                                          • Main interest is on saving money on household care items
                                                                            • Figure 23: Interest in services or store features when shopping for household care products, April 2015
                                                                          • Free samples best way of encouraging experimentation
                                                                              • Figure 24: Interest in free samples and in-store demonstrations of new household products, by age, April 2015
                                                                            • Interest in cross-category in-store sections
                                                                                • Figure 25: Interest in in-store sections for eco-friendly household care products or special offers on household care products, by main store used, April 2015
                                                                              • Most shoppers finding the products and information needed
                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                • Data sources
                                                                                  • Abbreviations

                                                                                  Shopping for Household Care Products - UK - July 2015

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