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Trolley Analysis - Online Shopping Habits in Food & Drink - UK - June 2010

Using data provided bymySupermarket.co.uk

This report deals with the online grocery market in the UK and primarily the four major online grocery retailers: Tesco, ASDA, Sainsbury’s and Ocado.

All data sourced to mysupermarket.co.uk Insights are for the transactions that originate through its website and do not represent the total volume of sales through each of the above-named retailers but we believe they are indicative of the broader trends.

Categories and other terms of reference used in this report are based on the way in which mysupermarket.co.uk structures its data.

The analysis looks at trends in the composition of online trolley/basket contents for shoppers at Tesco, ASDA, Sainsbury’s and Ocado within the context of the overall online grocery market.

The broader overall e-commerce market includes the sales of goods to consumers, and excludes business-to-business (B2B) activity and the sales of services such as travel and insurance.

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Table of contents

  1. Issues in the Market

    • Main issues
      • Definition
        • Mysupermarket-insights.co.uk
          • Related reports
            • Abbreviations
            • Market in Brief

              • Market drivers
                • Online grocery market
                  • Trends in basket size
                    • Trends in basket contents
                      • Own-label online
                        • Leading categories online
                          • Brand analysis
                            • Promotional activity
                            • Market Drivers

                              • Key points
                                • Growth of the ABs
                                    • Figure 1: Forecast adult population trends, by socio-economic group, 2004-14
                                  • Impact of the recession and potential for recovery
                                    • Figure 2: GDP quarterly percentage change, Q1 2004-Q1 2010
                                  • Less than a quarter of consumers view their finances as ‘healthy’
                                      • Figure 3: Trends in how consumers describe their financial situation, February 2009-February 2010
                                    • The rise and rise of e-commerce
                                      • Figure 4: Trends in internet penetration and frequency of internet usage, 2005-09
                                    • Online goes mobile
                                      • Figure 5: Trends in ways of accessing internet, 2005-09
                                    • Growth of the online generation
                                      • Figure 6: Total adult population and forecast, by age group, 2004-14
                                  • E-commerce Overview – The Online Grocery Market in Context

                                    • Key points
                                      • E-commerce market size
                                        • Figure 7: E-commerce market, 2005-09
                                      • E-commerce market forecast
                                      • The Online Food and Drink Market

                                        • Key points
                                          • The online food and drink market size and forecast
                                            • Figure 8: Online food and non-alcoholic beverage market, 2005-14
                                          • Online grocery retailing changing the dynamics of the market
                                            • Online alcoholic drinks market
                                                • Figure 9: Online alcoholic beverage retail market, 2005-15
                                              • Online food and drink market shares
                                                • Figure 10: UK online grocery sector, market shares of top five, 2009
                                              • Number of unique visitors
                                                  • Figure 11: UK food retailers, number of unique visitors online, June 2008-April 2010
                                              • Trends in Basket Size

                                                • Key points
                                                  • Trends in basket size by number of products
                                                    • Figure 12: Average total and average number of unique products, by month, 2008 and 2009
                                                  • Volume of food ordered online declines during 2009
                                                    • Figure 13: Monthly year-on-year percentage change in basket size, by retailer, 2009
                                                  • Trends by retailer
                                                    • Figure 14: Monthly trend in the average number of unique products, by retailer, 2008 and 2009
                                                • Trends in Basket Value

                                                  • Key points
                                                    • Trends in basket value
                                                      • Figure 15: Trends in average basket value, by retailer, 2008 and 2009
                                                    • Annual average basket size
                                                      • Figure 16: Annual average basket size, by retailer, 2008 and 2009
                                                    • Annual average basket size by region
                                                        • Figure 17: Annual aveage basket size, by region, 2008 and 2009
                                                    • Trends in Basket Contents

                                                      • Key points
                                                        • Trends in basket contents
                                                            • Figure 18: Trends in basket contents in selected product categories, basket penetration, by month, 2008 and 2009
                                                            • Figure 19: Trends in basket contents in selected product categories, share of total value, by month, 2008 and 2009
                                                          • Key points
                                                            • Online food shoppers
                                                              • Figure 20: Online shopper profiles, by age and gender, 2008/09
                                                              • Figure 21: Online shopper profiles, by TV region, 2008/09
                                                            • Online shopper profiles by retailer
                                                              • Figure 22: Online shopper profiles by retailer, by gender, age and TV region, 2008/09
                                                              • Figure 23: Online shopper profiles, by retailer, by age, 2008/09
                                                            • Targeting older consumers
                                                            • Own-label Online

                                                              • Key points
                                                                • Own-label
                                                                  • Premium v. Value own-label
                                                                    • Figure 24: Premium vs. value own-label, value share, January 2008-December 2009
                                                                  • Own-label penetration by category
                                                                    • Categories with the highest penetration of own-label
                                                                      • Figure 25: Top ten own-label categories, by own-brand penetration*, by retailer, 2008/09
                                                                    • Categories with the lowest penetration of own-label
                                                                      • Figure 26: Categories with the lowest* penetration of own-label, by retailer, 2008/09
                                                                  • Top 20 FMCG Categories Online

                                                                    • Key points
                                                                      • Top 20 FMCG brands online
                                                                          • Figure 27: Top 20 FMCG categories online, by value, 2008-09 average
                                                                      • Brand Analysis

                                                                        • Key points
                                                                          • Top ten online grocery brands
                                                                            • Figure 28: Top ten brands in supermarkets' sales*, by value, 2009
                                                                          • Top ten own-label brands
                                                                              • Figure 29: Top ten own-label brands*, 2009
                                                                            • Top 20 FMCG brands
                                                                              • Figure 30: Top 20 FMCG brands*, 2009
                                                                          • Products on Promotion

                                                                            • Key points
                                                                              • Products on promotion
                                                                                  • Figure 31: Products on promotion, by retailer, 2008/09
                                                                              • Appendix – Market Drivers

                                                                                  • Figure 32: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                                                                  • Figure 33: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
                                                                                  • Figure 34: Broadband penetration, by demographics, 2004-09
                                                                                  • Figure 35: Attitudes towards eating and shopping for food, December 2009
                                                                              • Appendix – The Online Food and Drink Market

                                                                                  • Figure 36: Leading grocers’ website usage data, June 2008-April 2010
                                                                                  • Figure 37: Leading grocers’ website usage data, June 2008-April 2010 (continued)
                                                                              • Appendix – Trends in Basket Size

                                                                                  • Figure 38: Trends in how respondents would describe their financial situation, September 2009-April 2010
                                                                              • Appendix – Trends in Basket Contents

                                                                                • Organics
                                                                                  • Figure 39: Trends in trolley contents, by retailer, share of total value, 2008/09
                                                                                • Fair trade
                                                                                  • Figure 40: Trends in trolley contents, by retailer, share of total value, 2008/09

                                                                              Trolley Analysis - Online Shopping Habits in Food & Drink - UK - June 2010

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