Focus on Household and Health & Beauty shoppers

Understanding the HOUSEHOLD and the HEALTH & BEAUTY shopper in the OMNI-CHANNEL world

him! research & consulting July 2015

© him! Ltd 2015. All rights reserved.

Understanding today’s ‘omni-shopper’, and how they interact with YOUR category, is key to survival

Supermarkets

9.1m adults

20%

Food

discounters

1.7m

4%

C-stores

1.9m

5%

Variety

discounters

6.6m adults

15%

Outside of ‘pharmacy’, where are UK adults buying health & beauty (H&B) in a typical week?

Fore court

1.6m

4%

Online grocery

2.8m adults

6%

No of UK adults who buy H&B in the last 7 days & % of total UK population

Source: him! Convenience Barometer Jan 2015


0%

20%

40%

60%

80%

100%

Supermarkets Convenience

store

Variety

discounter

Food

discounter

Online Forecourt

% of UK adults who visit channel

% of UK adults who buy H&B from channel

him! shopper data can be used to identify where there is an opportunity to grow H&B

If an additional 1% of the current channel customer base bought H&B, it would mean an additional… H&B purchases / week

430k 320k 250k 190k 190k 180k

NB. We can look at this for key retailers within each channel too.

Source: him! Convenience Barometer Jan 2015


Lets take a look at category penetration, by retailer

Boots

Wilkinsons

Poundland

99p Store

Asda

Waitrose

Morrisons

Tesco

Sainsbury's

Budgens

The Co-op

Aldi

Lidl

Convenience store (ave)

% who picked up a health & beauty item (total)

Source: him! High Street 2014 Source: him! High Street 2014

Our data highlights who is over & under-performing vs competition in H&B. Great for customer conversations.


We can help you understand who is currently buying H&B, in different channels & retailers (and who isn’t) Introducing the H&B category shopper

NB. The shopper changes by channel – we have data by each sub-channel & key retailers.

67% are female 34% are under 34yrs 40% have kids 17% live in a household earning over £50k/yr 83% have a smartphone

Source: him! High Street 2014


And we can look at their current shopping habits, with regards to H&B, and in general to help you see how this differs across retailers.

NB. Shopper behaviour changes by channel – we have data by each sub-channel & key retailers.

At Boots, 5% of shoppers will fail to purchase a H&B item

(vs 1% ave)

At Poundland, 7% of shoppers will buy a H&B item on impulse

(vs 3% ave)

At Boots, 24% of shoppers will purchase H&B on

promotion (vs 3% ave)



You can use him! shopper data to identify the current barriers to purchase for H&B

How do shoppers rate H&B against these key importance's? (where 10 is excellent)

5.0

5.5

6.0

6.5

7.0

7.5

8.0

Shoppers are currently least

impressed with the own label offer and

also H&B promotions.



We can benchmark how each retailer or channel is doing, in the eyes of the shopper

Who is getting H&B promotions right (& not so right)? (based on satisfaction rating, where 10 is excellent)

4.0

4.5

5.0

5.5

6.0

6.5

7.0

7.5

8.0

Price

Promotions

Highest scoring retailers:



What it means for retailers and suppliers

Shopper satisfaction ratings for • Range • Pack size • On shelf availability • Own label • Well known brands • Quality • Ease of shop • Price • Value for money • Promotions


Can help you to • Identify weaknesses in the

category overall • Identify opportunities for

certain retailers to improve • Ensure your range reviews

and customers conversations are based on fact, not assumptions

• Track improvements over time


It’s not just satisfaction ratings, we capture shoppers opinions on various aspects of the category… … highlighting where there may be an issue or opportunity at certain retailers.

At Waitrose, 13% of shoppers think their own label range is BETTER than national brands

(vs 8% ave)

At Morrisons, 40% of shoppers are prepared to pay more for a well known brands vs the own

label brand (vs 35% ave)

At Wilkinsons, 28% of shoppers would like to see a wider

range of H&B brands

At Co-op, only 38% of shoppers are satisfied with the current

H&B range


© him! Ltd 2015. All rights reserved. © him! Ltd 2015. All rights reserved.

Educate internal colleagues / teams on the

channel

Win listings and increased space in key retailers

Have a powerful selling story to

take to the channel about their category

Have credible and independent research to take to key customer

meetings

We have helped our existing clients with the following…we can help you too!


Who are him!

Research based retail consultancy since 1967

Regarded as industry specialists in speaking to shoppers and retailers

We conduct the biggest face-to-face research study in the UK and have done for over 20 years

We achieve the highest strike rates of interviews in the industry

The voice of the UK

shoppers

Over 100,000 shopper

interviews

This year we will speak to 30,000 convenience shoppers 10,000 convenience retailers 4,000 supermarkets 2,100 discounters 9,000 wholesale customers

Copyright © 2012 HIM Ltd © him! Ltd 2014. All rights reserved.

*You can understand how your categories are performing across the different channels and individual retailers*

We speak to over 7,000 shoppers who visit these channels & retailers:

Supermarkets Food

Discounters

Frozen Specialists

High Street

retailers

Fixed price

retailers


And further 20,000 shoppers who visit these convenience retailers

Over 20,000 interviews across England,

Scotland, Wales & Northern Ireland

Face-to-face in stores speaking to shoppers as

they enter and exit the store capturing moment of

truth responses

Research covers all days of the week and from

7am – 10pm each day. Conducted between 16th

Feb – 12th April 2015

BP, Shell & Esso interviews captured

online with respondents who had shopped in the

store in the last 7 days and asked about that

specific shopping trip


Our monthly shopping barometer surveys allow us to keep in touch with the very latest shopping trends

Online monthly survey

Sample size: 1,000

Tracking across all grocery channels

Retailer & category specific tracking

Insights across channels capturing grocery shopping habits throughout the year.

Online

Supermarkets Convenience stores

Food discounters

Variety discounters

Forecourts

© him! Ltd 2015. All rights reserved. © him! Ltd 2015. All rights reserved.

We also give you consultancy support and a dedicated client manager

We have a strong team at him! with a large amount of experience including: Category management, shopper journey mapping, focus group facilitation, questionnaire planning and

writing, workshop facilitation, correlation analysis, consumer and shopper segmentation and more.

At him! we want to become an extension of your team, so that you don’t have to spend time turning insight into action. We are consultants and you should use us

strategically to help your business grow in the sector.

Copyright © 2012 HIM Ltd

Thank You.

For more information please contact:

Loreta Lingyte DD: +44207 611 0410 Mob: +447795 605 324 Email: [email protected]

mailto:[email protected]

https://www.facebook.com/pages/him-research-consulting/269944581245

https://www.linkedin.com/company/him-?trk=cp_followed_name_him-

https://twitter.com/thoughtsfromhim

Focus on Household and Health & Beauty shoppers

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