The Top-up Shopper Mission 2010; Dairy Focus
Report description
Evolution’s report also goes beyond market and shopper analysis to offer additional detailed analytics relating to dairy top-up shoppers, and how they compare to the average top-up shopper.
The report will help your business to develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase, explore broader demand in the top-up market and identify how dairy performs in relation to others, drawing key learnings and opportunities for growth.
The report covers all major retail channels including supermarkets and superstores, c-stores, symbol group and independents
The report will help your business to develop targeted shopper marketing initiatives designed to influence shoppers at the point of purchase, explore broader demand in the top-up market and identify how Dairy performs in relation to others, drawing key learnings and opportunities for growth.
The report covers all major retail channels including supermarkets and superstores, c-stores, symbol group and independents.
Aimed at FMCGs, retailers and in-store creative agencies, the report will help you to:
Understand the size and value of the top-up market in the UK.
Recognise the role and profile of the top-up shopper in the UK food and grocery market.
Learn about the underlying drivers and motivations for different top-up missions and how these can influence choice of channel or store.
Find out how food and grocery retailers perform in the top-up market, and how their propositions cater for their top-up shopper.
Understand how top-up shoppers behave in-store; what journey they take, their key decision points and how they are affected by marketing.
Find out which methods of shopper marketing are the most effective with top-up shoppers.
Review the key drivers of change, major innovations and trends shaping the top-up market
In addition to extensive coverage of the top-up market and shopper motivations and behaviours, ‘Chilled Convenience Focus’ will help your business identify specifically how chilled convenience performs in relation to other categories in the top-up market.
Review the profile of Dairy top-up shoppers by key metrics including demographics, penetration, geographic region, frequency and spend.
Compare and contrast the views of Dairy top-up shoppers to the average top-up shopper in relation to key topics including budgeting, planning, shopping lists and different shopper marketing initiatives.
Ascertain the performance of the Dairy top-up market across the different UK retailers and channels, and identify opportunities for growth.
Recognise complementary categories for top-up shoppers who buy Dairy.
Discover the different circumstances in which shoppers buy Dairy as part of their top-up shop.
Table of contents
Key findings and summary
An introduction to the top-up shopper mission
What are shopper missions?
What is a top-up mission?
What are the different types of top-up mission?
How do shopper missions influence shopper behaviour?
The top-up market
What is the size of the top-up market in the UK?
How has the top-up market grown over the last five years?
Which retailers are shoppers using for their top-up shops?
What share of top-up shops do the Big 4 supermarkets have?
What categories do shoppers buy on top-up shops?
How do categories shopped vary by retail channel?
Drivers and trends in the top-up market
What are the key macro drivers and trends in the top-up market?
What developments are taking place in top-up grocery shopping around the globe?
What innovations are driving the top-up market in the UK?
The top-up shopper: at a glance
What proportion of UK grocery shoppers do top-up shops?
How does this vary by demographic?
How common are each of the different types of top-up shop?
How does this vary by demographic?
What days of the week do shoppers do top-up shops on?
How often do shoppers do top-up shops?
How much do shoppers spend on top-up shops?
How does spend vary by demographic and day of week?
How does spend vary by retail channel?
How do shoppers approach budgeting on top-up shops?
Do shoppers use written lists on top-up shops?
Top-up shopper behaviour
What is the top-up shopper path to purchase?
Top-up shopper behaviour: store choice
Which retailers are shoppers using for their top-up shops?
Which retail channels are shoppers using for their top-up shops?
What are the drivers of store choice among top-up shoppers?
How important is proximity to home to top-up shoppers?
How important is value to top-up shoppers?
How important is access/parking to top-up shoppers?
How important is range to top-up shoppers?
Do top-up shoppers prefer more, or less, range?
Why is newness and excitement important to top-up shoppers?
What role does non-food play for top-up shoppers?
Top-up shopper behaviour: basket or trolley?
Do top-up shoppers use baskets or trolleys?
How does the choice of basket or trolley influence spend on top-up shops?
What opportunities are there for innovation?
Top-up shopper behaviour: journey
What does the top-up shopper journey look like?
Where are the hot-spots in-store for top-up missions?
How can store layout contribute to the top-up shopper journey?
What modalities do top-up shoppers adopt in-store?
How does modality vary by demographic?
How do time constraints influence the top-up shopper journey?
How do top-up shoppers manage their budget?
How does the shopper approach to managing budget influence their journey?
What is the shopper ‘consumption mind-set’?
How does a consumption mind-set influence the top-up shopper journey?
Top-up shopper behaviour: category interaction
What categories do shoppers buy on top-up shops?
What are ‘pivotal categories’?
How can pivotal categories influence the top-up shopper journey?
Top-up shopper behaviour: product and brand selection
What role does merchandising at the fixture play in top-up shopping?
What opportunities are there for merchandising at the fixture for top-up missions?
What role does price play for top-up shoppers?
What do top-up shoppers think about promotions?
How do top-up shoppers interact with promotions?
What role does brand loyalty play for top-up missions?
What opportunities are there in packaging for top-up missions?
What role do off-shelf displays play in top-up shopping?
The top-up shopper mission: dairy focus
Key findings and summary
How likely are top-up shoppers to buy dairy?
How likely are top-up shoppers to buy dairy, by demographic?
How frequently do top-up shoppers who buy dairy shop, compared to average?
How much do top-up shoppers who buy dairy spend, compared to average?
Which retailers do top-up shoppers who buy dairy use, compared to average?
Which retail channels do top-up shoppers who buy dairy use, compared to average?
What other categories do top-up shoppers who buy dairy also buy, compared to average?
What type of top-up shop do top-up shoppers who buy dairy do?
What day of the week do top-up shoppers who buy dairy typically shop on?
Do top-up shoppers who buy dairy use written lists?
What modalities do top-up shoppers who buy dairy adopt in-store?
How do top-up shoppers who buy dairy approach budgeting?
What are the drivers of store choice among top-up shoppers who buy dairy?
Top-up shopping: retailer analysis
Asda
What is Asda’s top-up shopper proposition?
What are its key strengths and weaknesses?
What share of top-up shoppers does Asda have?
What share of each shopper demographic does Asda have?
The Co-operative
What is The Co-op’s top-up shopper proposition?
What are its key strengths and weaknesses?
Marks and Spencer
What is M&S’s top-up shopper proposition?
What are its key strengths and weaknesses?
Morrisons
What is Morrison’s top-up shopper proposition?
What are its key strengths and weaknesses?
What share of top-up shoppers does Morrisons have?
What share of each shopper demographic does Morrisons have?
Sainsbury’s
What is Sainsbury’s top-up shopper proposition?
What are its key strengths and weaknesses?
What share of top-up shoppers does Sainsbury’s have?
What share of each shopper demographic does Sainsbury’s have?
Tesco
What is Tesco’s top-up shopper proposition?
What are its key strengths and weaknesses?
What share of top-up shoppers does Tesco have?
What share of each shopper demographic does Tesco have?
Methodology
Our quantitative survey
Our accompanied shops
Glossary
Related research categories
By sector: Dairy (in Soft drinks), Consumer (in Trends)
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The office is closed during weekends.
Current time at just-drinks headquarters: 2:43am (Thursday, 23 May 2013)
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