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Supermarkets: More Than Just Food Retailing - UK - November 2012

“The dominance of the major food retailers is still developing. Their offer is being refined – both in store size and product offer. There is still scope for growth in non-foods and services and the next decade will see all the majors seek to enhance their store portfolios and the authority of their offers.”

– Richard Perks, Director of Retail Research

Some questions answered in this report include:

  • Non-foods – once the driver, now where?
  • Food – Are C-stores the future?
  • Problem businesses – what are the lessons?
  • Price – is it being taken out of the equation?
  • Where next for food retailers?

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Table of contents

  1. Introduction

      • Report change
        • ONS data and definitions
          • Financial definitions
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Grocers’ retail sales (incl. VAT), 2007-17
                • Market factors
                  • Companies, brands and innovation
                      • Figure 2: Leading ten grocers’ shares of grocers’ sector sales, 2010 and 2011
                    • Price and competition
                      • The consumer
                        • Figure 3: Usage of the Big Four supermarkets for the main weekly shop, 2008-12
                        • Figure 4: Customer base of main shoppers, by age and socio-economic group, August 2012
                        • Figure 5: Big Four supermarkets, customer profile, 1996, 2006 and 2012
                      • Online
                        • Non-foods
                          • Figure 6: Most frequently bought non-food items bought from a supermarket or grocery store, September 2012
                        • Attitudes to buying non-foods
                            • Figure 7: Attitudes to buying non-foods in the supermarket used for the main shop, September 2012
                          • Services
                            • Figure 8: Services bought or would consider buying from a supermarket, September 2012
                            • Figure 9: Leading food retailers: Major services offered, November 2012
                          • Brands
                            • Figure 10: Attitudes towards and usage of brands in the food retail sector, August 2012
                          • What we think
                          • Issues in the Market

                              • Non-foods – once the driver, now where?
                                • Food – Are C-stores the future?
                                  • Problem businesses – what are the lessons?
                                    • Price – is it being taken out of the equation?
                                      • Where next for food retailers?
                                      • Trend Application

                                          • Trend: Home of the Sense
                                            • Trend: Carnivore, Herbivore, Locavore
                                              • 2015 trend: Access Anything, Anywhere
                                              • The Market Environment

                                                • Key points
                                                  • Inflation
                                                    • Figure 11: Consumer prices indices: annual percentage changes, Sep 2011-Sep 2012
                                                    • Figure 12: Year-on-year change in CPI for food, beverages and tobacco, and year-on-year change in grocers’ sector sales, 2007-11
                                                    • Figure 13: Consumer prices indices: annual percentage changes, selected categories, Sep 2011-Sep 2012
                                                    • Figure 14: Annual % change in CPI versus annual % change in average weekly earnings, Sep 2011-Aug/Sep 2012
                                                  • Consumer confidence
                                                    • Figure 15: Consumer confidence levels, Nov 2011-Oct 2012
                                                    • Figure 16: Gross domestic product: Annual % change, Q1 2010-Q2 2012
                                                • Consumer Spending

                                                  • Key points
                                                    • Consumer spending on food, beverages, and tobacco
                                                      • Figure 17: Consumer spending on in-home food, beverages, and tobacco, (inc vat), 2007-12
                                                    • Consumer spending on non-food FMCGs
                                                      • Figure 18: Consumer spending on personal care, household, and over-the-counter pharmaceutical products, 2007-12
                                                    • Total potential grocery market
                                                      • Consumer spending on general merchandise
                                                          • Figure 19: Consumer spending on general merchandise categories, 2007-12
                                                      • Sector Size and Forecast

                                                        • Key points
                                                          • Growth lags inflation
                                                            • Forecasting to 2017
                                                              • Figure 20: Grocers’ retail sales (incl. VAT), 2007-17
                                                              • Figure 21: Grocers’ retail sales, at current and constant prices, 2007-17
                                                            • Technical note
                                                              • The Mintel forecast
                                                              • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Virtual airport supermarket
                                                                        • Asda identifies ‘hot’ areas for students
                                                                          • Personalised pricing in-store
                                                                            • In-store scan and shop
                                                                              • Enhancing the in-store experience
                                                                                • Tesco’s prestige beauty halls
                                                                                  • Drive-through grocery stores
                                                                                    • ‘Food deserts’ create an opportunity for innovation
                                                                                      • NFC-enabled grocery shop and order wall
                                                                                        • Sainsbury’s opens in-hospital pharmacies
                                                                                          • That’s entertainment
                                                                                          • Channels of Distribution

                                                                                            • Key points
                                                                                              • Distribution of spending on food, beverages, and tobacco
                                                                                                • Figure 22: Distribution of consumer spending on food, beverages, and tobacco by retail channel/outlet type, 2010-11
                                                                                                • Figure 23: Distribution of consumer spending on food, beverages, and tobacco by retail channel, 2007-11
                                                                                            • Space Allocation Summary

                                                                                              • Key points
                                                                                                  • Figure 24: Space allocation of food and non-foods, October 2012
                                                                                                  • Figure 25: Asda, Tesco space allocation estimates, October 2012
                                                                                                  • Figure 26: Sainsbury’s, Morrisons, Waitrose, Co-op, Aldi, Lidl, space allocation estimates, October 2012
                                                                                                  • Figure 27: Asda, Sainsbury, Tesco: Sales area by format, 2012
                                                                                                  • Figure 28: Major food retailers: Total sales area estimates, 2012
                                                                                                  • Figure 29: Major food retailers: product mix (inc vat), 2011/12
                                                                                                  • Figure 30: Major food retailers sales density by broad product area**, 2011/12
                                                                                                  • Figure 31: Major category market sizes, 2011
                                                                                                  • Figure 32: Major food retailers, market shares, by category, 2011
                                                                                              • The Retailers – Financials and Outlets

                                                                                                • Key points
                                                                                                  • The Big Four
                                                                                                    • Some retailers soar
                                                                                                      • …while others face difficulties
                                                                                                        • Revenues
                                                                                                          • Figure 33: Leading 25 grocers, by revenues (excl vat), 2007-11
                                                                                                          • Figure 34: Leading grocers: CAGR in revenues, 2007-11
                                                                                                        • Outlet numbers
                                                                                                          • Figure 35: Leading retailers: Outlet numbers, 2007-11
                                                                                                        • Sales per outlet
                                                                                                          • Figure 36: Leading retailers Average annual sales per outlet (excl vat), 2007-11
                                                                                                          • Figure 37: Leading retailers: CAGR in average annual sales per outlet, 2007-11
                                                                                                        • Sales area and average store sizes
                                                                                                          • Figure 38: Selected leading retailers: Total sales area and average store size, 2007-11
                                                                                                          • Figure 39: Selected leading retailers: CAGR in total sales area, 2007-11
                                                                                                        • Sales densities
                                                                                                          • Figure 40: Selected leading retailers: Average annual sales per sq m, 2007-11
                                                                                                          • Figure 41: Selected leading retailers: CAGR in sales per sq m, 2007-11
                                                                                                        • Operating profits and margins
                                                                                                            • Figure 42: Selected leading retailers: Operating profits, 2007-11
                                                                                                            • Figure 43: Selected leading retailers: operating margins, 2007-11
                                                                                                        • Market Shares

                                                                                                          • Key points
                                                                                                            • In brief: The top ten
                                                                                                              • Figure 44: Leading ten grocers’ shares of grocers’ sector sales, 2010 and 2011
                                                                                                            • In detail: The top 20
                                                                                                                • Figure 45: Leading 20 grocers’ shares of grocers’ sector sales, 2007-11
                                                                                                              • Technical note: Non-retail revenues
                                                                                                                • Figure 46: Leading grocers’ estimated percentage of turnover deriving from non-retail revenues, 2007-11
                                                                                                                • Figure 47: Leading grocers’ revenues, adjusted for estimated non-retail income, (excl. VAT), 2007-11
                                                                                                            • Online and Social Media

                                                                                                              • Key points
                                                                                                                • The online market
                                                                                                                  • Online grocery sales
                                                                                                                    • Figure 48: Online grocery sales, 2007-12
                                                                                                                  • Leading online grocers
                                                                                                                      • Figure 49: Leading online grocers’ estimated revenues (excl. VAT) and shares of the online grocery sector, 2010 and 2011
                                                                                                                    • Online general merchandise
                                                                                                                        • Figure 50: Leading grocers’ online general merchandise ranges, major categories, November 2012
                                                                                                                      • Profiling online visitors
                                                                                                                        • Figure 51: Profile of visitors to leading grocery retailers’ websites, by age group, three month average to August 2012
                                                                                                                        • Figure 52: Profile of visitors to leading grocery retailers’ websites, by socio-economic group, three month average to August 2012
                                                                                                                        • Figure 53: Profile of visitors to leading grocery retailers’ websites, by sex, three month average to August 2012
                                                                                                                      • Leading sites by visitor numbers
                                                                                                                        • Figure 54: Leading food retail websites, by total unique visitors, three-month average to August 2012
                                                                                                                      • The consumer: Shopping online by category
                                                                                                                        • Figure 55: UK: What has been bought online in the last 12 months, leading categories, May 2012
                                                                                                                      • The consumer: shopping online by device
                                                                                                                        • Figure 56: UK: Percentage of consumers having shopped online (for any goods) in the last three months, July 2012
                                                                                                                      • Social media
                                                                                                                        • Figure 57: UK: Social media websites visited, April 2012
                                                                                                                        • Figure 58: Ways in which people have made contact with or share thoughts about new food products or brands, April 2012
                                                                                                                        • Figure 59: Reasons for online engagement with food brands, April 2012
                                                                                                                        • Figure 60: Ways in which people have made contact with or share thoughts about new food products or brands, by demographics, April 2012
                                                                                                                      • Social media follower numbers
                                                                                                                        • Figure 61: Leading retailers’ follower numbers on selected social media, October 2012
                                                                                                                    • The Consumer – Retail Customer Profile Comparison

                                                                                                                      • Key points
                                                                                                                          • Figure 62: Age profile of main customers of leading food retailers, September 2012
                                                                                                                          • Figure 63: Socio-economic profile of main customers of leading food retailers, September 2012
                                                                                                                          • Figure 64: Lifestage profile of main customers of leading food retailers, September 2012
                                                                                                                          • Figure 65: Regional profile of main customers of leading food retailers, September 2012
                                                                                                                          • Figure 66: ACORN special group profile of main customers of leading food retailers, September 2012
                                                                                                                      • The Consumer – Who Shops Where

                                                                                                                        • Key points
                                                                                                                          • Main shop
                                                                                                                              • Figure 67: Retailers used for main weekly shop, August 2012
                                                                                                                              • Figure 68: Usage of the Big Four supermarkets for the main weekly shop, 2018-2012
                                                                                                                            • Customer profile by main shoppers
                                                                                                                              • Figure 69: Customer base of main shoppers, by age and socio-economic group, September 2012
                                                                                                                            • Changes in customer profile, 1996-2012
                                                                                                                              • Figure 70: Big Four Supermarkets, customer profile, 1996, 2006 and 2012
                                                                                                                            • Top-up shopping
                                                                                                                                • Figure 71: Usage of outlets for top-up shopping, September 2012
                                                                                                                              • Profile of top-up customers
                                                                                                                                  • Figure 72: Customer profile of Top-up shoppers, September 2012
                                                                                                                              • The Consumer – Grocery Shopping: Frequency, Location and Transport

                                                                                                                                • Key points
                                                                                                                                  • Frequency
                                                                                                                                      • Figure 73: Frequency of buying food, drink and household products, 2004-12
                                                                                                                                      • Figure 74: Average number of shopping trips PA, 2004-12
                                                                                                                                      • Figure 75: Frequency of buying food, drink and household products, 2004-12
                                                                                                                                      • Figure 76: Frequency of buying food, drink and household products, 2004-12
                                                                                                                                      • Figure 77: Regular and top-up grocery shopping trips, 2004-12
                                                                                                                                    • Mode of transport
                                                                                                                                        • Figure 78: Mode of transportation used, 2004-12
                                                                                                                                      • Types of outlets used
                                                                                                                                          • Figure 79: Type of outlets visited, 2008-12
                                                                                                                                          • Figure 80: Type of outlets visited regularly, 2008-12
                                                                                                                                          • Figure 81: Type of outlets visited occasionally, 2008-12
                                                                                                                                        • Money spent
                                                                                                                                          • Figure 82: Average spend on grocery shopping, 2010 and 2012
                                                                                                                                          • Figure 83: Money spent on food and drink, and household products in the last 12 months, 2010-12
                                                                                                                                          • Figure 84: Money spent on food and drink, and household products in the last 12 months, 2010-12
                                                                                                                                          • Figure 85: Money spent on food and drink, and household products in the last 12 months, 2010-12
                                                                                                                                        • Key factors in choosing a supermarket
                                                                                                                                            • Figure 86: Most important factors in choosing a supermarket, 2012
                                                                                                                                            • Figure 87: Important factors while shopping for groceries, 2004-12
                                                                                                                                            • Figure 88: Important factors while shopping for groceries, 2004-12
                                                                                                                                          • Attitudes to grocery shopping
                                                                                                                                              • Figure 89: Attitudes towards shopping, 2004-12
                                                                                                                                          • Grocery Buying Habits – Recent Trends

                                                                                                                                            • Key points
                                                                                                                                                • Figure 90: I look out for more bargains (eg buy one get one free), March-September, 2012
                                                                                                                                                • Figure 91: I have switched from branded to cheaper own-label groceries, March-September 2012
                                                                                                                                                • Figure 92: I plan my shopping more carefully to avoid food waste, March-September 2012
                                                                                                                                              • And September?
                                                                                                                                              • The Consumer and Grocers’ Non-foods

                                                                                                                                                • Key points
                                                                                                                                                    • Figure 93: Non-food items bought from a supermarket or grocery store, September 2012
                                                                                                                                                  • Who buys what
                                                                                                                                                    • Figure 94: Profile of purchasers of non-foods, September 2012
                                                                                                                                                  • Numbers of items bought
                                                                                                                                                    • Figure 95: Non-food items bought from a supermarket or grocery store, September 2012
                                                                                                                                                    • Figure 96: Non-food items bought from a supermarket or grocery store, by repertoire of non-food items bought from a supermarket or grocery store, September 2012
                                                                                                                                                  • Products bought and shops used
                                                                                                                                                      • Figure 97: Non-food items bought from a supermarket or grocery store, by usage of outlets for most of the households food and grocery shopping, September 2012
                                                                                                                                                  • Consumers and Supermarket Services

                                                                                                                                                    • Key points
                                                                                                                                                        • Figure 98: Services bought or would consider buying from a supermarket, September 2012
                                                                                                                                                        • Figure 99: Leading food retailers: Major services offered, November 2012
                                                                                                                                                        • Figure 100: Principal supermarkets services bought or would be considered, September 2012
                                                                                                                                                      • Who uses them?
                                                                                                                                                          • Figure 101: Profile of those who use, or would use, supermarket services, September 2012
                                                                                                                                                        • Services and retailers
                                                                                                                                                            • Figure 102: Services bought or would consider buying from a supermarket, by usage of outlets for most of the households food and grocery shopping, September 2012
                                                                                                                                                            • Figure 103: Services bought or would consider buying from a supermarket, by most popular usage of outlets for top-up shopping, September 2012
                                                                                                                                                            • Figure 104: Services bought or would consider buying from a supermarket, by next most popular usage of outlets for top-up shopping, September 2012
                                                                                                                                                        • Consumer Attitudes to Buying Non-foods

                                                                                                                                                          • Key points
                                                                                                                                                              • Figure 105: Attitudes towards buying non-food items in supermarkets or grocery stores, September 2012
                                                                                                                                                              • Figure 106: Profile of consumers attitudes, September 2012
                                                                                                                                                              • Figure 107: Attitudes towards buying non-food items in supermarkets or grocery stores, by usage of outlets for most of the households food and grocery shopping, September 2012
                                                                                                                                                          • Advertising and Promotion

                                                                                                                                                            • Key points
                                                                                                                                                              • Growth in ad spend slows
                                                                                                                                                                  • Figure 108: Main media advertising spend, by leading grocery retailers, 2008-11
                                                                                                                                                                • Spending relative to turnover
                                                                                                                                                                  • Figure 109: Leading grocers’ advertising spend as % of turnover, 2008-11
                                                                                                                                                                • Spending by media type
                                                                                                                                                                  • Figure 110: Leading grocers’ main media advertising distribution, by media, 2011
                                                                                                                                                                • Advertising content
                                                                                                                                                                • Brand Research

                                                                                                                                                                  • Brand map
                                                                                                                                                                      • Figure 111: Attitudes towards and usage of brands in the food retail sector, August 2012
                                                                                                                                                                    • Correspondence analysis
                                                                                                                                                                      • Brand attitudes
                                                                                                                                                                        • Figure 112: Attitudes by food retail brand, August 2012
                                                                                                                                                                      • Brand personality
                                                                                                                                                                        • Figure 113: Food retail brand personality – macro image, August 2012
                                                                                                                                                                        • Figure 114: Food retail brand personality – micro image, August 2012
                                                                                                                                                                      • Brand experience
                                                                                                                                                                        • Figure 115: Food retail brand usage, August 2012
                                                                                                                                                                        • Figure 116: Satisfaction with various food retail brands, August 2012
                                                                                                                                                                        • Figure 117: Consideration of food retail brands, August 2012
                                                                                                                                                                        • Figure 118: Consumer perceptions of current food retail brand performance, August 2012
                                                                                                                                                                        • Figure 119: Food retail brand recommendation – Net Promoter Score, August 2012
                                                                                                                                                                      • Brand index
                                                                                                                                                                        • Figure 120: Food retail brand index, August 2012
                                                                                                                                                                        • Figure 121: Food retail brand index vs. recommendation, August 2012
                                                                                                                                                                      • Target group analysis
                                                                                                                                                                        • Figure 122: Target groups, August 2012
                                                                                                                                                                        • Figure 123: Food retail brand usage, by target groups, August 2012
                                                                                                                                                                      • Group One – Conformists
                                                                                                                                                                        • Group Two – Simply the Best
                                                                                                                                                                          • Group Three – Shelf Stalkers
                                                                                                                                                                            • Group Four – Habitual Shoppers
                                                                                                                                                                              • Group Five – Individualists
                                                                                                                                                                              • Aldi

                                                                                                                                                                                  • What we think
                                                                                                                                                                                    • Background
                                                                                                                                                                                      • Company performance
                                                                                                                                                                                        • Figure 124: Aldi: Group financial performance, 2007-11
                                                                                                                                                                                        • Figure 125: Aldi: Outlet data, 2007-11
                                                                                                                                                                                      • Retail offering
                                                                                                                                                                                      • Asda

                                                                                                                                                                                          • What we think
                                                                                                                                                                                            • Re-establishing its position at the lower end of the market
                                                                                                                                                                                              • Driving home the price message
                                                                                                                                                                                                • Building multi-channel capability
                                                                                                                                                                                                  • Sales growth likely to slow
                                                                                                                                                                                                    • Non-foods earmarked for further development
                                                                                                                                                                                                      • Background
                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                          • Figure 127: Asda Group Ltd: Group financial performance, 2007-11
                                                                                                                                                                                                          • Figure 128: Asda Group Ltd: Outlet data, 2007-11
                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                        • Co-operative Group (Food)

                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                              • Share slipping
                                                                                                                                                                                                                • Facing increasing c-store competition
                                                                                                                                                                                                                  • Greater emphasis on price
                                                                                                                                                                                                                    • Non-food
                                                                                                                                                                                                                      • Background
                                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                                          • Figure 130: The Co-operative Food: Group financial performance, 2007/08-2011/12
                                                                                                                                                                                                                          • Figure 131: The Co-operative Food: Outlet data, 2007/08-2011/12
                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                        • Iceland Foods Ltd

                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                              • The curse of the coupons
                                                                                                                                                                                                                                • Online ahead
                                                                                                                                                                                                                                  • Clearly targeted marketing
                                                                                                                                                                                                                                    • International opportunities?
                                                                                                                                                                                                                                      • Non-food offer lacking
                                                                                                                                                                                                                                        • Background
                                                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                                                            • Figure 133: Iceland Foods Ltd: Group financial performance, 2007/08-2011/12
                                                                                                                                                                                                                                            • Figure 134: Iceland Foods Ltd: Outlet data, 2007/08-2011/12
                                                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                                                          • Lidl/Kaufland (Schwarz Group)

                                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                                • Can Lidl’s online non-foods offer be exported?
                                                                                                                                                                                                                                                  • Figure 135: Schwarz Group: Lidl stores per million capita, 2011
                                                                                                                                                                                                                                                • Prospects in Germany: Lidl
                                                                                                                                                                                                                                                  • Prospects for Kaufland
                                                                                                                                                                                                                                                    • Scaling back hard-discount in France
                                                                                                                                                                                                                                                      • Outpaced by Aldi in the UK
                                                                                                                                                                                                                                                        • Background
                                                                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                                                                            • Figure 136: Schwarz Group: Group financial performance, 2007/08-2011/12
                                                                                                                                                                                                                                                            • Figure 137: Schwarz Group: Outlet data, 2007/08-2011/12
                                                                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                                                                            • Schwarz Group
                                                                                                                                                                                                                                                              • Lidl
                                                                                                                                                                                                                                                                • Kaufland
                                                                                                                                                                                                                                                                • Marks & Spencer (food)

                                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                                      • How high is too high?
                                                                                                                                                                                                                                                                        • Scope for Food On The Move?
                                                                                                                                                                                                                                                                          • Non-food offer
                                                                                                                                                                                                                                                                            • Background
                                                                                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                                                                                • Figure 139: Marks & Spencer (food): Group sales performance, 2007/08-2011/12
                                                                                                                                                                                                                                                                                • Figure 140: Marks & Spencer (food): Outlet data, 2007/08-2011/12
                                                                                                                                                                                                                                                                                • Figure 141: Marks & Spencer (food): Food outlets by format, 2007/08-2011/12
                                                                                                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                                                                                                              • Ocado Ltd

                                                                                                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                                                                                                    • Offer is as strong as ever
                                                                                                                                                                                                                                                                                      • Losing share where it matters
                                                                                                                                                                                                                                                                                        • A long time coming
                                                                                                                                                                                                                                                                                          • New fulfilment centre facilitates push into general merchandise
                                                                                                                                                                                                                                                                                            • Background
                                                                                                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                                                                                                • Figure 142: Ocado Ltd: Group financial performance, 2006/07-2010/11
                                                                                                                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                                                                                                                              • Sainsbury’s

                                                                                                                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                                                                                                                    • Gaining market share through the downturn
                                                                                                                                                                                                                                                                                                      • Driving general merchandise sales and space
                                                                                                                                                                                                                                                                                                        • And convenience stores
                                                                                                                                                                                                                                                                                                          • Online initiatives
                                                                                                                                                                                                                                                                                                            • Quality and enhanced value credentials are working
                                                                                                                                                                                                                                                                                                              • Background
                                                                                                                                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                                                                                                                                  • Figure 144: Sainsbury’s supermarkets: Financial performance, 2007/08-2011/12
                                                                                                                                                                                                                                                                                                                  • Figure 145: Sainsbury’s supermarkets: Outlet data, 2007/08-2011/12
                                                                                                                                                                                                                                                                                                                • Store formats
                                                                                                                                                                                                                                                                                                                  • Figure 146: Sainsbury’s supermarkets: Outlet numbers and space by store size, 2011/12
                                                                                                                                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                                                                                                                                • Spar Europe

                                                                                                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                                                                                                      • Background
                                                                                                                                                                                                                                                                                                                        • Figure 148: Spar International: Year of entry, by country
                                                                                                                                                                                                                                                                                                                      • Company performance
                                                                                                                                                                                                                                                                                                                        • Figure 149: SPAR International: Retail sales by country, 2007-11
                                                                                                                                                                                                                                                                                                                        • Figure 150: SPAR International: Outlet data, 2007-11
                                                                                                                                                                                                                                                                                                                      • Retail offering
                                                                                                                                                                                                                                                                                                                      • Tesco Plc

                                                                                                                                                                                                                                                                                                                          • What we think
                                                                                                                                                                                                                                                                                                                            • What went wrong
                                                                                                                                                                                                                                                                                                                              • Recovery plans
                                                                                                                                                                                                                                                                                                                                • Marketing
                                                                                                                                                                                                                                                                                                                                  • Price
                                                                                                                                                                                                                                                                                                                                    • Online
                                                                                                                                                                                                                                                                                                                                      • Stores
                                                                                                                                                                                                                                                                                                                                        • Non-foods
                                                                                                                                                                                                                                                                                                                                          • Banking
                                                                                                                                                                                                                                                                                                                                            • Mobile phones
                                                                                                                                                                                                                                                                                                                                              • Continental Europe
                                                                                                                                                                                                                                                                                                                                                • Reasons to be optimistic
                                                                                                                                                                                                                                                                                                                                                  • Addendum
                                                                                                                                                                                                                                                                                                                                                    • Background
                                                                                                                                                                                                                                                                                                                                                      • Company performance
                                                                                                                                                                                                                                                                                                                                                        • Figure 151: Tesco Plc: Group financial performance, 2007/08-2011/12
                                                                                                                                                                                                                                                                                                                                                        • Figure 152: Tesco Plc: Outlet data, 2007/08-2011/12
                                                                                                                                                                                                                                                                                                                                                      • Store formats
                                                                                                                                                                                                                                                                                                                                                          • Figure 153: Tesco store portfolio by store size, Feb 2012 and Aug 2012
                                                                                                                                                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                                                                                                                                                        • Waitrose Ltd

                                                                                                                                                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                                                                                                                                                              • A deserving winner
                                                                                                                                                                                                                                                                                                                                                                • Convenience and online
                                                                                                                                                                                                                                                                                                                                                                  • Non-food
                                                                                                                                                                                                                                                                                                                                                                    • Overseas expansion
                                                                                                                                                                                                                                                                                                                                                                      • Background
                                                                                                                                                                                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                                                                                                                                                                                          • Figure 155: Waitrose Ltd: Group financial performance, 2007/8-2011/12
                                                                                                                                                                                                                                                                                                                                                                          • Figure 156: Waitrose Ltd: Outlet data, 2007/08-2011/12
                                                                                                                                                                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                                                                                                                                                                        • Wm Morrison Group

                                                                                                                                                                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                                                                                                                                                                              • Bringing new life to stores
                                                                                                                                                                                                                                                                                                                                                                                • Non-food
                                                                                                                                                                                                                                                                                                                                                                                  • Tentative steps into e-commerce
                                                                                                                                                                                                                                                                                                                                                                                    • C-store push
                                                                                                                                                                                                                                                                                                                                                                                      • Background
                                                                                                                                                                                                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 158: Wm Morrison Group: Group financial performance, 2007/08-2011/12
                                                                                                                                                                                                                                                                                                                                                                                          • Figure 159: Wm Morrison Group: Outlet data, 2007/8-2011/12
                                                                                                                                                                                                                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Consumer – Who Shops Where?

                                                                                                                                                                                                                                                                                                                                                                                            • Figure 161: Usage of outlets for most of the households food and grocery shopping, by demographics, July/Aug 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 162: Most popular usage of outlets for top-up shopping, by demographics, September 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 163: Next most popular usage of outlets for top-up shopping, by demographics, September 2012
                                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Consumers and Supermarkets Services

                                                                                                                                                                                                                                                                                                                                                                                            • Figure 164: Most popular services bought or would consider buying from a supermarket, by demographics, September 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 165: Next most popular services bought or would consider buying from a supermarket, by demographics, September 2012
                                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Consumers and Grocers’ Non-foods

                                                                                                                                                                                                                                                                                                                                                                                            • Figure 166: Most popular non-food items bought from a supermarket or grocery store, by demographics, September 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 167: Next most popular non-food items bought from a supermarket or grocery store, by demographics, September 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 168: Other non-food items bought from a supermarket or grocery store, by demographics, September 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 169: Least popular non-food items bought from a supermarket or grocery store, by demographics, September 2012
                                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Consumer Attitudes to Buying Non-foods

                                                                                                                                                                                                                                                                                                                                                                                            • Figure 170: Most popular attitudes towards buying non-food items in supermarkets or grocery stores, by demographics, September 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 171: Next most popular attitudes towards buying non-food items in supermarkets or grocery stores, by demographics, September 2012
                                                                                                                                                                                                                                                                                                                                                                                        • Appendix – The Consumer – Grocery Shopping: Frequency, Location and Transport

                                                                                                                                                                                                                                                                                                                                                                                            • Figure 172: Frequency of buying food, drink and household products, by demographics, 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 173: Frequency of buying food, drink and household products, by demographics, 2008
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 174: Mode of transportation used, by demographics, 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 175: Mode of transportation used, by demographics, 2008
                                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Further Analysis

                                                                                                                                                                                                                                                                                                                                                                                            • Figure 176: Repertoire of non-food items bought from a supermarket or grocery store, by demographics, September 2012
                                                                                                                                                                                                                                                                                                                                                                                        • Appendix – Brand Research

                                                                                                                                                                                                                                                                                                                                                                                            • Figure 177: Brand usage, August 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 178: Brand usage, August 2012 (continued)
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 179: Brand commitment, August 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 180: Brand commitment, August 2012 (continued)
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 181: Brand momentum, August 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 182: Brand momentum, August 2012 (continued)
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 183: Brand diversity, August 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 184: Brand diversity, August 2012 (continued)
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 185: Brand satisfaction, August 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 186: Brand satisfaction, August 2012 (continued)
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 187: Brand recommendation, August 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 188: Brand recommendation, August 2012 (continued)
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 189: Brand attitude, August 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 190: Brand attitude, August 2012 (continued)
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 191: Brand image – Macro image, August 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 192: Brand image – Macro image, August 2012 (continued)
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 193: Brand image – Micro Image, August 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 194: Brand image – Micro image, August 2012 (continued)
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 195: Profile of target groups, by demographics, August 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 196: Psychographic segmentation, by target group, August 2012
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 197: Brand usage, by target groups, August 2012
                                                                                                                                                                                                                                                                                                                                                                                          • Brand index
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 198: Brand index, August 2012

                                                                                                                                                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                                                                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                                                                                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                                                                                                                                                                                                                                        • Costcutter Supermarkets Group
                                                                                                                                                                                                                                                                                                                                                                                        • Iceland Foods Ltd
                                                                                                                                                                                                                                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                                                                                                                                                                                                                                        • Lidl (UK)
                                                                                                                                                                                                                                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                                                                                                                                                                                                                                        • Spar UK Ltd
                                                                                                                                                                                                                                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                                                                                                                                                                                                                                        • Waitrose
                                                                                                                                                                                                                                                                                                                                                                                        • Wm Morrison Supermarkets

                                                                                                                                                                                                                                                                                                                                                                                        Supermarkets: More Than Just Food Retailing - UK - November 2012

                                                                                                                                                                                                                                                                                                                                                                                        £1,995.00 (Excl.Tax)