Introduction

Verdict Research: How Britain Shops Personal Care provides a detailed overview of the shopping habits of consumers. It examines, who shops for personal care, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.

Scope of this research

• Thorough analysis of how customers shop for personal care. Profiles of: Alliance Boots, Asda, Morrison, Sainsbury, Superdrug, Tesco, Wilkinson.
• How Britain Shops reports include visitor and main user share data, conversion rates, customer loyalty rates and reasons for loyalty/disloyalty.
• Data is segmented regionally and by demographic and socio-economic group. Historic data is provided so trends can be analysed over a five year period.

Research and analysis highlights

The proportion of consumers regularly shopping for personal care has declined, with a marked decline among males. The market for male personal care products has been boosted in recent years by rising demand for male personal grooming and cosmetics. However, males are comparatively more likely to cut back on discretionary personal care purchases.

The proportion of personal care shoppers that are loyal to their main store has increased by 4.6 percentage points, with loyalty growing at each profiled personal care retailer. Specialist Alliance Boots commands the highest rate of loyalty driven by its large store portfolio and the unparalleled breadth and depth of its range.

While Alliance Boots and Superdrug have experienced declines in both main user and visitor share, the grocers have grown main user and visitor share Primarily this has been driven by a heightened austerity among consumers, with grocers leveraging superior value credentials to take advantage of personal care shopping becoming more needs-based.

Key reasons to purchase this research

• How Britain Shops is one of the most comprehensive studies of its kind drawing on a nationwide survey of 6,000 shoppers.
• Use this report to understand what drives the loyalty of your customers and find out where else they are shopping - and why.
• Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.