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The Savvy Shopper - UK - December 2012

“The market has responded well to consumer demand for low prices. However, as shoppers get increasingly savvy, retailers will need to look beyond price points if they want to retain customers who are increasingly selective and less brand loyal.”

– Ina Mitskavets, Senior Consumer and Lifestyles Analyst

Some questions answered in this report include:

  • How can brands ensure their survival in a value-dominated market?
  • How are shoppers redefining value?
  • Beyond price: how can retailers build relationships with customers?
  • What’s next for the savvy shopper?

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Demand for budget grocery ranges is growing
              • Figure 1: Trends in frequency of purchasing budget ranges of food and drink, 2008-12
            • Discounts are now an ingrained part of shopping process
              • Figure 2: Ways in which people have saved money when shopping, September 2012
            • Redefining ‘value for money’
              • Figure 3: In-store shopping behaviour, September 2012
            • Nation of budgeters
              • Figure 4: Changes to budgeting habits in 2012 compared to 2011, September 2012
            • What we think
            • Issues in the Market

                • How can brands ensure their survival in a value-dominated market?
                  • How are shoppers redefining value?
                    • Beyond price: how can retailers build relationships with customers?
                      • What’s next for the savvy shopper?
                      • Trend Application

                          • Trend: Let’s Make a Deal
                            • Trend: Guiding Choice
                              • 2015 Trend: Access Anything, Anywhere
                              • Market Environment

                                • Key points
                                  • Demographic profile
                                    • Figure 5: Trends in the age structure of the UK population, 2007-17
                                  • Little and often
                                    • Figure 6: Frequency of buying food, drink and household products, 2008-12
                                  • Boost for budget ranges
                                    • Figure 7: Frequency of purchasing food and drink (regularly), 2008-12
                                    • Figure 8: Examples of products from Simply M&S and Essential Waitrose ranges, December 2012
                                  • Supermarkets entice shoppers back to the high street
                                    • Figure 9: Location of regular shopping, 2008-12
                                • Factors Influencing Purchase of Food, Drinks and Household Products

                                  • Key points
                                    • Redefining value
                                      • Figure 10: Deciding factors while shopping for food, drinks and household products, 2012
                                      • Figure 11: Grocery shopping habits, August 2012
                                    • Today’s shoppers want convenience and value
                                      • Figure 12: Trends in most important deciding factors while shopping for food, drinks and household products, 2008-12
                                    • Brands aren’t always better
                                      • Figure 13: Trend in agreement with attitudes towards shopping, 2008-12
                                    • Convenience of shopping online
                                    • Changes in Spending Habits

                                      • Key points
                                        • Spending is still cautious
                                          • Figure 14: Changes in spending habits in the past year, September 2012
                                        • Save not spend
                                          • Figure 15: What extra income is spent on, by current financial situation, August 2012
                                          • Figure 16: Activities done in the past three months, August 2012
                                        • Age matters
                                          • Leisure loses out to saving
                                            • Any extra?
                                            • Budgeting Habits

                                              • Key points
                                                • The great British budgeter
                                                  • Figure 17: Changes to budgeting habits in 2012 compared to 2011, September 2012
                                                • Age dictates money-saving strategies
                                                  • Figure 18: Changes to budgeting habits in 2012 compared to 2011, by age, September 2012
                                                • The affluent feel the pinch too
                                                  • Figure 19: Pre-purchase behaviours after seeing a desirable product, by household income, September 2012
                                                • Retailers help shoppers to budget
                                                  • Figure 20: Changes to budgeting habits in 2012 compared to 2011, by gender, September 2012
                                                • Shoppers are working hard to stick to a budget
                                                • Shopping Habits

                                                  • Key points
                                                    • Savvy shoppers
                                                      • Figure 21: Shopping habits, September 2012
                                                    • Budget Britain
                                                      • Savvy youngsters, sort of…
                                                        • Figure 22: Shopping habits, by age, September 2012
                                                      • We all love a bargain
                                                        • Figure 23: Attitudes towards shopping, September 2012
                                                      • Brands versus price
                                                        • You get what you pay for
                                                          • Figure 24: Attitudes towards shopping, by household income, September 2012
                                                        • Most happy to buy value
                                                          • Figure 25: Shopping habits, by presence of children in household and age, September 2012
                                                        • Parents don’t want to be seen buying value products
                                                          • Value doesn’t go with image
                                                            • The ethics of shopping
                                                              • Figure 26: Attitudes towards shopping, by household income, September 2012
                                                          • Product Research Habits

                                                            • Key points
                                                              • Internet savvy shoppers
                                                                • Figure 27: Pre-purchase behaviours upon seeing a desirable product, September 2012
                                                              • Coupon coming
                                                                • Figure 28: Pre-purchase behaviours upon seeing a desirable product, September 2012
                                                              • Social networking: next retail channel?
                                                                • Figure 29: Pre-purchase behaviours upon seeing a desirable product (major purchase), by age, September 2012
                                                            • In Store Shopping Behaviour

                                                              • Key points
                                                                • Loyalty or convenience?
                                                                  • Figure 30: In store shopping behaviour, September 2012
                                                                • Shoppers rely on coupons to make their money go further
                                                                  • Figure 31: In store shopping behaviour, by budgeting habits, September 2012
                                                                • Offers encourage people to buy
                                                                  • Women find more ways to cut corners
                                                                    • Figure 32: In store shopping behaviour, by budgeting habits, by gender, September 2012
                                                                  • Who needs it?
                                                                    • Smartphone shopping
                                                                      • Mobile couponing is gaining popularity
                                                                        • Figure 33: Items bought amongst those who used mobile coupons in the past 6 months, September 2012
                                                                    • Ways in Which People Save Money When Shopping

                                                                      • Key points
                                                                        • Shoppers making discounts count
                                                                          • Figure 34: Ways in which people have saved money when shopping, September 2012
                                                                        • Points power
                                                                          • Figure 35: Ways in which people have saved money when shopping, by age, September 2012
                                                                          • Figure 36: Ways in which people have saved money when shopping, by socio-economic group, September 2012
                                                                        • The rise of the coupon
                                                                          • Credit cards
                                                                            • Figure 37: Ways in which people have saved money when shopping, by household income, September 2012
                                                                          • Older age groups miss out on online deals
                                                                          • Use of Discounts

                                                                            • Key points
                                                                              • Items on which people have used discount codes
                                                                                • Figure 38: Types of discounts used in the last six months, September 2012
                                                                              • Special offers entice females
                                                                                • Figure 39: Types of discounts used in the last six months, September 2012
                                                                              • Age-related discounting
                                                                                • Shopping culture strong amongst the young
                                                                                  • Figure 40: Number of types of discounts used in the last six months, September 2012
                                                                                • Parents use more discounts than adults without children
                                                                                  • Figure 41: Proportion of adults who bought five or more categories of products on discount, by presence of children in the household, September 2012
                                                                                • Where people learn about discount codes
                                                                                  • Figure 42: Ways in which people found out about discounts or special offers that they have used in the last six months, September 2012
                                                                                • Internet discounts grab attention of higher income adults
                                                                                  • Figure 43: Ways in which people found out about discounts or special offers that they have used in the last six months, by household income, September 2012
                                                                                • Offline adverts most widely used across all categories
                                                                                  • Figure 44: Ways in which people found out about discounts or special offers that they have used in the last six months, by household income, September 2012
                                                                              • Savvy Shopper Typologies

                                                                                • Key points
                                                                                    • Figure 45: Savvy shopper typologies, September 2012
                                                                                  • Price-led (27%)
                                                                                    • The equivalent of 11 million internet users aged 16+
                                                                                      • Who are they?
                                                                                        • Proud Bargain Hunters (26%)
                                                                                          • The equivalent of 10.6 million internet users aged 16+
                                                                                            • Who are they?
                                                                                              • Brands are Better (24%)
                                                                                                • The equivalent of 9.8 million internet users aged 16+
                                                                                                  • Who are they?
                                                                                                    • Ethically-led (23%)
                                                                                                      • The equivalent of 9.4 million internet users aged 16+
                                                                                                        • Who are they?
                                                                                                          • Key points
                                                                                                              • Figure 46: Savvy shopper typologies, continued, September 2012
                                                                                                            • Flash the Cash (34%)
                                                                                                              • The equivalent of 13.9 million internet users aged 16+
                                                                                                                • Who are they?
                                                                                                                  • Sale Seekers (25%)
                                                                                                                    • The equivalent of 10.2 million internet users aged 16+
                                                                                                                      • Who are they?
                                                                                                                        • Careful Spenders (22%)
                                                                                                                          • The equivalent of 9 million internet users aged 16+
                                                                                                                            • Who are they?
                                                                                                                              • Payday Splurgers (18%)
                                                                                                                                • The equivalent of 7.3 million internet users aged 16+
                                                                                                                                  • Who are they?
                                                                                                                                  • Appendix: Market Environment

                                                                                                                                      • Figure 47: Frequency of buying food, drink and household products (any shopping), by demographics, 2012
                                                                                                                                      • Figure 48: Regular shopping, by demographics, 2012
                                                                                                                                      • Figure 49: Regular shopping, by demographics, 2012 (continued)
                                                                                                                                      • Figure 50: Regular shopping, by demographics, 2012 (continued)
                                                                                                                                      • Figure 51: Frequency of purchasing food and drink (regularly), by demographics, 2012
                                                                                                                                      • Figure 52: Frequency of purchasing food and drink (regularly), by demographics, 2012 (continued)
                                                                                                                                  • Appendix – Changes in Spending Habits

                                                                                                                                      • Figure 53: Changes in spending habits for food and drink grocery shopping in the past year, by demographics, September 2012
                                                                                                                                      • Figure 54: Changes in spending habits for eating and drinking out in the past year, by demographics, September 2012
                                                                                                                                      • Figure 55: Changes in spending habits for transportation in the past year, by demographics, September 2012
                                                                                                                                      • Figure 56: Changes in spending habits for clothing and accessories in the past year, by demographics, September 2012
                                                                                                                                      • Figure 57: Changes in spending habits for shoes in the past year, by demographics, September 2012
                                                                                                                                      • Figure 58: Changes in spending habits for beauty and personal care products in the past year, by demographics, September 2012
                                                                                                                                      • Figure 59: Changes in spending habits for leisure activities in the past year, by demographics, September 2012
                                                                                                                                      • Figure 60: Changes in spending habits for holidays in the past year, by demographics, September 2012
                                                                                                                                      • Figure 61: Changes in spending habits for home and garden in the past year, by demographics, September 2012
                                                                                                                                      • Figure 62: Changes in spending habits for electronics in the past year, by demographics, September 2012
                                                                                                                                  • Appendix – Budgeting Habits

                                                                                                                                      • Figure 63: Changes in budgeting habits in the past year, by demographics, September 2012
                                                                                                                                  • Appendix – Shopping Habits

                                                                                                                                      • Figure 64: Most popular shopping habits when purchasing food, drink, clothes, by demographics, September 2012
                                                                                                                                      • Figure 65: Next most popular shopping habits when purchasing food, drink, clothes, by demographics, September 2012
                                                                                                                                      • Figure 66: Agreement with the statements ‘Buying well-known brands makes me feel good about myself’ and ‘Price is a good indicator of quality’, by demographics, September 2012
                                                                                                                                      • Figure 67: Agreement with the statements ‘It makes me feel better if the food products I buy are ethically sourced’ and ‘Low price is more important to me than brand names’, by demographics, September 2012
                                                                                                                                      • Figure 68: Agreement with the statements ‘I would hide the fact that I buy value products’ and ‘I love the thrill of getting a bargain’, by demographics, September 2012
                                                                                                                                      • Figure 69: Agreement with the statements ‘I am proud to tell my friends about any good bargains I find’ and ‘It is a good feeling to know I spent less than others on the same/similar products’, by demographics, September 2012
                                                                                                                                      • Figure 70: Target groups, by demographics, September 2012
                                                                                                                                  • Appendix – Product Research Habits

                                                                                                                                      • Figure 71: Most popular pre-purchase behaviours for everyday products, by demographics, September 2012
                                                                                                                                      • Figure 72: Next most popular pre-purchase behaviours for everyday products, by demographics, September 2012
                                                                                                                                      • Figure 73: Other pre-purchase behaviours upon seeing an everyday products, by demographics, September 2012
                                                                                                                                      • Figure 74: Most popular pre-purchase behaviours for a major purchase, by demographics, September 2012
                                                                                                                                      • Figure 75: Next most popular pre-purchase behaviours upon seeing a major purchase, by demographics, September 2012
                                                                                                                                      • Figure 76: Other pre-purchase behaviours upon seeing a major purchase, by demographics, September 2012
                                                                                                                                  • Appendix - In Store Shopping Behaviour

                                                                                                                                      • Figure 77: Most popular in store shopping behaviour, by demographics, September 2012
                                                                                                                                      • Figure 78: Next most popular in store shopping behaviour, by demographics, September 2012
                                                                                                                                      • Figure 79: Other in store shopping behaviour, by demographics, September 2012
                                                                                                                                  • Appendix – Ways in Which People Save Money When Shopping

                                                                                                                                      • Figure 80: Most popular ways in which people have saved money when shopping, by demographics, September 2012
                                                                                                                                      • Figure 81: Next most popular ways in which people have saved money when shopping, by demographics, September 2012
                                                                                                                                      • Figure 82: Other ways in which people have saved money when shopping, by demographics, September 2012
                                                                                                                                      • Figure 83: Repertoire of ways in which people have saved money when shopping, by demographics, September 2012
                                                                                                                                  • Appendix – Use of Discounts

                                                                                                                                      • Figure 84: Most popular items bought using discounts in the last six months, by demographics, September 2012
                                                                                                                                      • Figure 85: Next most popular items bought using discounts in the last six months, by demographics, September 2012
                                                                                                                                      • Figure 86: Repertoire of items bought using discounts in the last six months, by demographics, September 2012
                                                                                                                                      • Figure 87: Most popular ways in which people found out about discounts or special offers that they have used in the last six months, by demographics, September 2012
                                                                                                                                      • Figure 88: Next most popular ways in which people found out about discounts or special offers that they have used in the last six months, by demographics, September 2012
                                                                                                                                      • Figure 89: Other ways in which people found out about discounts or special offers that they have used in the last six months, by demographics, September 2012
                                                                                                                                  • Appendix – Savvy Shopper Typologies – Set 1

                                                                                                                                      • Figure 90: Savvy shopper typologies, September 2012
                                                                                                                                      • Figure 91: Ways in which people have saved money when shopping, repertoire of ways in which people have saved money when shopping, by target groups, September 2012
                                                                                                                                      • Figure 92: Items bought using discounts in the last six months, repertoire of items bought using discounts in the last six months, by target groups, September 2012
                                                                                                                                      • Figure 93: Ways in which people found out about discounts or special offers that they have used in the last six months, by Target groups, September 2012
                                                                                                                                      • Figure 94: Pre-purchase behaviours upon seeing a desirable product, by target groups, September 2012
                                                                                                                                      • Figure 95: In store shopping behaviour, by target groups, September 2012
                                                                                                                                      • Figure 96: Shopping habits when purchasing food, drink, clothes, by target groups, September 2012
                                                                                                                                      • Figure 97: Attitudes towards shopping, by target groups, September 2012
                                                                                                                                  • Appendix – Savvy Shopper Typologies – Set 2

                                                                                                                                      • Figure 98: Savvy shopper typologies, September 2012
                                                                                                                                      • Figure 99: Ways in which people have saved money when shopping, repertoire of ways in which people have saved money when shopping, by target groups, September 2012
                                                                                                                                      • Figure 100: Items bought using discounts in the last six months, repertoire of items bought using discounts in the last six months, by target groups, September 2012
                                                                                                                                      • Figure 101: Ways in which people found out about discounts or special offers that they have used in the last six months, by target groups, September 2012
                                                                                                                                      • Figure 102: Pre-purchase behaviours upon seeing a desirable product, by target groups, September 2012
                                                                                                                                      • Figure 103: In store shopping behaviour, by target groups, September 2012
                                                                                                                                      • Figure 104: Shopping habits when purchasing food, drink, clothes, by target groups, September 2012
                                                                                                                                      • Figure 105: Attitudes towards shopping, by target groups, September 2012

                                                                                                                                  Companies Covered

                                                                                                                                  • Marks & Spencer
                                                                                                                                  • Tesco Plc
                                                                                                                                  • Waitrose

                                                                                                                                  The Savvy Shopper - UK - December 2012

                                                                                                                                  £1,995.00 (Excl.Tax)