This report focuses on the five main retailer drivers: Location, Price, Quality, Value and Range. Our research covers how important each criteria is to shoppers by mission, and looks at the needs/wants of the different demographics.

1. Retailer Drivers in the UK
Food & Grocery Sector
2014
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Tel: 0113 389 1038
http://www.evolution-insights.com
Evolution Insights: Shopper Insight Series

2. About Evolution Insights
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genuine insights. Our research incorporates a broad
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3. Contents
Key Findings and Summary 5 Retailer Drivers: Value 35
Introduction 36
Introduction 7 Rating by Mission 37
Retailer Drivers – Key 9 Importance by Demographic 39
Primary Store - Definition 10 Importance by Mission 40
Scale 11 Primary and Non Primary Perceptions by Retailer 42
Summary 43
Market Share Vs. Shopper Share 12
Market Share by Retailer 13 Retailer Drivers: Price 44
Store Estate 14 Introduction 45
Shopper Share by Retailer and Mission 15 Rating by Mission 46
Criteria Ratings by Mission 16 Importance by Demographic 48
Importance by Mission 49
Retailer Drivers: Range 17 Primary and Non Primary Shopper Perceptions by Retailer 51
Introduction 18 Summary 52
Rating by Mission 19
Importance by Demographic 21 Retailer Drivers: Location 53
Importance by Mission 22 Introduction 54
Primary and Non Primary Shopper Perceptions by Retailer 24 Rating by Mission 55
Summary 25 Importance by Demographic 57
Importance by Mission 58
Retailer Drivers: Quality 26 Number of Stores Within 2 Miles of Shoppers’ Homes 59
Introduction 27 Distance Travelled to Store by Mission 60
Rating by Mission 28 Overall Retailer Distance from Shoppers’ Homes 61
Importance by Demographic 30 The ‘Drive Past’ Concept 62
Importance by Mission 31 ‘Drive Past’: Main Shop 63
Primary and Non Primary Shopper Perceptions by Retailer 33 ‘Drive Past’: Top Up Shop 66
Summary 34 ‘Drive Past’: Meal For Tonight 70
Summary 74
Methodology 75

4. Overall Store Estate All
Channels
Supermarkets/
Superstores/Hypermarkets
Convenience Stores
3146 Stores 768 Stores 2378 Stores
2900 Stores 2900 Stores
1016 Stores 583 Stores 523 Stores
924 Stores 924 Stores N/A
766 Stores 562 Stores 204 Stores
650 Stores 650 Stores N/A
580 Stores 580 Stores N/A
569 Stores 497 Stores 72 Stores
512 Stores 512 Stores N/A
336 Stores 291 Stores 45 Stores
Store Estate by Retailer and Channel (Approximate as of January 2014)
Store Estate

5. Introduction
Location Price Quality Value Range
This report focuses on the five main retailer drivers: Location, Price, Quality, Value and
Range. Our research covers how important each criteria is to shoppers by mission, and
looks at the needs/wants of the different demographics.
This research will help you to understand the needs of the shopper through a
ranking/rating system. We asked shoppers to rate the importance of each criteria from 1-
10 for each criteria with 1 being Unimportant and 10 being Essential.
The following icons will be used throughout this report in conjunction with the mission
and store icons shown on P9.

6. Demographic Main Shop Top Up Meal for Tonight
Average 8.8 6.8 7.5
Gender Male 8.6 6.7 7.3
Female 8.9 7.0 7.6
Age 18-24 8.6 6.5 7.2
25-34 8.6 6.8 7.5
35-44 8.7 6.9 7.5
45-54 8.8 6.9 7.3
55-64 8.9 6.8 7.6
65+ 9.0 6.8 7.5
Social Class AB 8.8 6.8 7.3
C1 8.7 6.7 7.5
C2 8.9 7.1 7.8
DE 8.8 6.9 7.5
Families 1 or more children
(under the age of
16) living at home
8.8 7.1 7.6
Range – Importance by Demographic

7. Range – Primary and Non Primary Shopper Perceptions by Retailer
P
e
r
c
e
p
t
i
o
n
Worst Range
Best Range
People who shop primarily at each of
the following retailers say…
People who do not primarily shop
at the following retailers think…
8.5
8.5
8.2
8.0
8.0
7.8
7.3
6.9
6.7
6.7
7.8
7.5
7.3
7.1
7.1
6.9
6.7
5.6
5.5
5.5

8. Number of Stores Within 2 Miles of Shoppers’ Homes
0.5 Mile
Radius
1 Mile
Radius
2 Mile
Radius
1.03 Stores
2.37 Stores
4.23 Stores
Shoppers On Average have the Following Number of Stores* Within 2 Miles of
their Home
*Store refers to any fascia

9. Overall Retailer Distance from Shoppers’ Homes
The Average
Distance of each
Fascia from
Shoppers’ Homes
(Miles)
Supermarket
Superstore
Local
2.1
2.6
2.7
3.03.0
3.0
3.1
3.2
3.2
3.3
3.5
3.5
3.6
3.7
1.9
*Shoppers who answered ‘Don’t Know’ have not been included

10. Secondary and Desk
Research
Preliminary Quantitative
Survey
Main Quantitative
SurveyInsights
The main survey was completed by 5,000
primary UK food and grocery shoppers.
Comprehensive and detailed assessment of
all the data received was then used to
discover insights.
Throughout this process, primary research
was supported by secondary research
drawing on Evolution’s proprietary
databases, national statistics, news and
industry resources.
Evolution’s consultants also maintain close
relationships with industry figures across
retailers and manufacturers.
Methodology
Evolution’s methodology

11. Detailed shopper insights were gained from
a survey of 5000 UK primary grocery
shoppers. The samples were fully
representative of the UK population.
The questions were designed to give
maximum insight into shoppers true beliefs
and behaviours.
The survey was carried out online during
2013.
Methodology: quantitative survey
Perception of retailers
Characteristics important to missions
Behaviour by mission
Where the respondent shops and how frequently
Location of closest retailers
Demographic profiling
Topics of questions in quantitative survey

12. Contact us
Evolution Insights Ltd
Prospect House
32 Sovereign Street
Leeds
LS1 4BJ
Telephone: 0113 336 6035
e-mail: craig.bradley@evolution-insights.com
Web: http://www.evolution-insights.com
Company No. 07006001
Country of Incorporation: United Kingdom