英国在线零售品牌乐购Tesco市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMER&

BRANDBrand

KPIs

for

online

grocerydelivery:

Tesco

in

the

UKConsumer

InsightsSeptember2023Discover

your

brands

KPIs

and

benchmark

against

competitors

and

find

outwho

says

whatIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromStatista’sConsumer

Insights

Brand

KPIs.

Thereportprovides

you

with

key

consumer

insightsandDuration:

approx.

15

minutesbenchmark

abrandsperformance

againsttheindustry

Language:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeoverall

and

theircompetitors.Ourdataallows

you

tomeasure

each

brandspositioninthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Region:

Germany,

U.S.andUKNumberofrespondents:

approx.

4960Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

Tescos’

performance

intheonlinegrocery

delivery

market.Fieldwork:April2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatthelink.or

theBrandProfiler,

please

click2GlobalConsumer

Survey,asofMarch2022Tesco

maintains

its

market

dominance

by

continually

captivating

consumersacross

all

generations

withits

enduring

appeal

and

innovative

approachIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•

Tesco

enjoys

consistent

popularityacrossgenerations,

with

aslight

variation

inaffinityamongGen

Xers

compared

tothe

industryaverage•

Tesco

excels

beyond

theindustryaverage

across

allkey

performance

indicators•

Tesco

standsasthetop-performing

brandfor:•

Women

aremore

likely

to

likeTesco

asabrandthanmen,however,

thisisnotahugedifferencegenerally•

Awareness•

Popularity•

Usage•

LGBTQIA+

consumers

feel

slightlylesscomfortablewith

the

Tesco

brand,usingitless

thanthe

industryaverage•Loyalty•

Tesco

holdsaprominent

industryposition,rankingfirstinallcategories

except

media

buzz,wherethey're

third,trailingbehindthebrandAsda•

Tesco

tendsto

attractconsumers

from

allincomebrackets•

It’sgenerally

people

innuclearhouseholds

thatlike•

However,

they

maywant

to

explore

opportunitiesandfocustheiradvertising

effortson

singlehouseholds

andthe

LGBTQIA+

audienceTesco3CHAPTER

01Brand

profileInthissection,

the

brandprofile

displayshow

abrand

is

positioned

withintheirindustryof

thatcountryamong

5strategic

consumer

values.

Itgoes

on

toshow

demographics

andattitudesoftheconsumerswho

saythey

likethebrand,

soabrandcanhaveaclear

vision

of

whotheirbrandingiscurrentlyappealingto.4The

popularity

of

Tesco

significantly

exceeds

the

industry

average

in

the

UKBrand

profile:

snapshotTescos’brandperformance

withintheindustry

of

Britishonlineconsumers96%60%55%48%41%32%18%15%14%11%AwarenessPopularityUsageLoyaltyBuzzBrand

UsersIndustryUsers5Notes:Recode

based

onOnline

grocery

delivery

awareness,popularity,

usage,

loyalty

and

buzz

by

brand;

Multi

Pick;Base:

n=1,042,

respondents

who

have

used

online

grocery

deliveryConsumer

Insights

Global,

asofSeptember

2023Sources:Tesco

enjoys

consistent

popularity

across

generations,

with

a

slight

variation

inaffinity

among

Gen

Xers

compared

to

the

industry

averageBrand

Profile:

consumer

demographics

(1/3)Tesco

consistently

maintainsafavorable

image

among

Generation

of

consumerswho

likeTescoconsumers

of

allagegroups,closely

aligning

with

the36%

36%industryaverage.

It'snoteworthy,

though,thatwithintheGen

X

demographic,

there

isaslightlylower

affinityforTesco,

with

29%

of

onlinegrocery

delivery

usersexpressing

theirpreference

forTesco,

compared

totheoverall

industryaverage

of

31%.

Thisnuancedpreference

is

specifictothisagegroup.31%29%21%20%14%13%Gen

ZMillennialsGen

XBaby

boomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoonline

grocery

delivery,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=637,

Tescoenthusiast,

n=1,130,

online

grocery

delivery

usersSources:Consumer

Insights

Global,

asofSeptember

2023Women

are

more

likely

to

like

Tesco

as

a

brand

than

men,

however

this

is

not

ahuge

difference

generally

speakingBrand

Profile:

consumer

demographics

(2/3)GenderofTescofansTheGender

splitbetween

brandenthusiastsof

Tesco

shows

women

areslightlymore

likely

to

haveanaffinitywith

the

brandover

men,

compared

totheIndustryaverage.LGBTQIA+status

ofTescofansTesco's

representation

of

LGBTQIA+users

inthe

online

grocery

deliverymarket

isslightlybelow

theindustryaverage.6%8%46%48%52%6%

of

Tesco

users

consider

themselvestobepartof

theLGBTQIA+

communitycompared

to

8%

overall.

WhileTescodemonstrates

acommitment

toservingadiverse

audience,there

is

anopportunity

forfurtherenhancement

inreaching

andaccommodating

abroaderrangeof

customers.54%

ofwomen

likeTesco

compared

to46%

ofmen,

whereas

theindustryaverage

foronlinegrocery

delivery

usersshows

52%

of

women

usethisservicecompared

to

48%

of

men.90%88%54%4%4%Brand

enthusiastMaleIndustryusersFemaleBrand

enthusiastIndustryusersNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

online

grocery

delivery,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=637,Tescoenthusiast,

n=1,130,

online

grocery

delivery

usersConsumer

Insights

Global,

asofSeptember

2023Sources:It’s

generally

people

in

nuclear

households

that

like

TescoBrand

Profile:

consumer

demographics

(3/3)Income

rangeThetypicalincome

of

aTesco

usermatches

theaverage

onlinegrocerydelivery

user.

Tesco

istherefore

notanexclusive

brand

or

solely

there

fordiscounts.

It’sbrandthatpeople

from

allincomes

choose

to

usefortheironlinegrocery

delivery.Householdtype17%

ofTesco

usersare

from

singlehouseholds.

Couples

areequally

likelytouseTesco

thanother

brandsand

forthenuclear

family,itis

thehighest.17%18%Single33%33%32%Therefore,

with

thenuclear

householdmarket

wrapped

up

Tesco

may

want

toconsider

opportunities

andtargetadvertising

atsinglehouseholds.21%21%CoupleNuclear

familySingleparentOther33%34%33%31%10%12%35%19%18%Brand

enthusiastHighIndustryusersMediumLowBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

online

grocery

delivery,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=637,

Tescoenthusiast,

n=1,130,online

grocery

delivery

usersConsumer

Insights

Global,

asofSeptember

2023Sources:Consumers

who

like

Tesco

take

sustainability

more

seriously

than

consumers

ingeneralBrand

profile:

attitudesWhat

do

consumersthink

ofonlinegrocery

delivery

ingeneral?36%

ofconsumers

wholike

Tesco

saythey

arewell

informed

when

itcomes

toonlinegrocery

delivery

and21%of

theseconsumers

say

thattheycan’timaginetheirlifewithout

online

grocery

delivery

services.

Thiscomparestoamarket

average

of

33%

and20%,

respectively.How

doespriceeffect

theirdecisions?23%

ofconsumers

wholike

Tesco

sayalow

price

ismore

important

thanhighquality

when

itcomes

to

onlinegrocery

delivery,

compared

to

themarket

average

of

22%.Do

consumerstrusttheironlinegrocerydelivery

service?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

toonlinegrocery

delivery

isimportant

to40%

ofconsumers

who

likeTesco,

compared

tothemarket

average

of

35%.Do

onlinegrocery

delivery

servicesneed

to

innovateto

stay

relevant?24%

ofconsumers

wholike

Tesco

saygrocery

delivery

excites

them

with20%

confirming

theylike

to

try

outnewandinnovativeonlinegrocery

delivery

services.

Thiscompares

toamarket

average

of21%

and18%,respectively.How

important

issustainability

toconsumers?According

to24%

ofconsumers

who

likeTesco,

sustainability

isimportantwhen

itcomes

to

online

grocerydelivery,

compared

tothemarket

average

of22%.9Notes:“Which

ofthese

statements

about

online

grocery

delivery

do

youagree

with?”;

Multi

Pick;“When

it

comestoonline

grocery

delivery,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=637,

Tescoenthusiast,n=1,130,

online

grocery

delivery

usersSources:Consumer

Insights

Global,

asofSeptember

2023CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherimportant

brands.10Tesco

performs

better

than

the

industry

average

in

all

categoriesBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthegrocery

deliverymarketWhen

itcomes

to

online

grocery

delivery,

the

averageawareness

forabrandintheUKis59%.

Awareness

ofTesco,

however,

ishigherat

95%.Awareness100%With,54%

of

the

British

online

grocery

delivery

userssayingthey

likeTesco,

Tesco

finds

themselves

higherthan

theaverage,

23%,

forpopularity.42%

ofonline

grocery

delivery

users

intheUKsaytheyuseTesco,

with

theaverage

usageof

abrandat17%BuzzPopularity86%

ofTesco

userssay

theywould

usethebrandagaincompared

toanaverage

loyalty

score

of

66%.Tesco

is

more

likely

tobeseen

inthemediathan

otherbrands,with

a“Buzz”score

of

32%

compared

toanaverage

of22%.LoyaltyUsageBrandIndustryaverage11

Notes:Sources:Online

grocery

delivery

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,245,

all

respondents

(awareness),

n=1,186,

respondents

who

know

the

individual

brand

(popularity),

n=1,186,respondents

who

know

the

individual

brand

(usage),

n=497,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,186,respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Tesco

held

the

top

position

as

the

most

recognized

brand

in

the

online

grocerydelivery

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTescoRank#

BrandAwareness

%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand'slogo

and

thewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.5%1Tesco95%95%94%94%92%90%89%77%75%72%2Sainsbury'sAsda3Outofrespondents

whousetheonlinegrocerydelivery

market

95%

were

aware

ofTesco.

This

ranksthemin1st

placecompared

toother

brandssurveyedinthisindustry.4MorrisonsCo-op5Sainsbury’sand

Asdaareplaced

inthe2nd

and

3rd

spotwith

anawareness

ratingof

95%

and

94%

respectively.6Iceland

FoodsWaitroseAmazonFreshHelloFreshOcado78995%Not

awareAware10Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,245,

all

respondents

(awareness)Sources:Consumer

Insights

Global,

asofSeptember

2023Tesco

secures

the

top

spot

for

the

most

popular

brand

in

the

online

grocerydelivery

marketBrand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTescoRank#

BrandPopularity%Tofind

outhow

popularthebrandwas,

we

asked

eachrespondent:

“When

itcomes

to

online

grocery

delivery,which

of

thefollowing

brandsdoyou

like?”.1Tesco54%50%38%33%32%23%22%21%21%20%2AsdaOutofconsumers

who

knew

thebrand

54%

saidtheyliked

Tesco.

Thisranksinthetop

position

compared

toother

brandssurveyed

intheonlinegrocery

deliverymarket.3Sainsbury’sMorrisonsIceland

FoodsCo-op446%5Asdawhoscored

apopularity

ratingof50%

isinthe2nd

placefollowed

by,Sainsbury’sinthe3rd

spot

whoscored

38%.

Occupying

the

topposition,

Tesco

standsoutas

afirmly

established

brandinterms

ofpopularity.54%67AmazonFreshBeeliveryGetir89LikeDonotlike10HelloFreshNotes:“When

it

comesto

online

grocery

delivery,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,186,

respondents

who

know

the

individual

brandConsumer

Insights

Global,

asofSeptember

2023Sources:Tesco

seals

the

top

position

as

the

most

used

online

grocery

deliveryBrand

KPIs

&benchmarking:

usageSummaryUsage

ofTescoRank#

BrandUsage

%42%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsothen

beingused,we

asked

each

respondent:

“When

itcomes

toonlinegrocery

delivery,

which

of

thefollowing

brandshaveyou

usedinthepast12

months?”.1Tesco2Asda41%3Sainsbury'sIceland

FoodsMorrisonsFarmDropBeeliveryCo-op28%Outofconsumers

who

knew

thebrand

42%

saidtheyused

Tesco.

Thisranks1st

position

compared

tootherbrandssurveyed

intheonlinegrocery

delivery

market.42%426%524%Asdawhohadausagescore

of41%

isinthe2ndspotfollowed

by,Sainsbury'swho

scored

28%.

Securing

thetopspot

intherankings,Tesco

standsasoneof

thepremier

providers

inthe

online

grocery

deliverymarket.58%618%717%817%9AmazonFreshHelloFresh17%UseDonotuse1016%Notes:“When

it

comesto

online

grocery

delivery,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=1,186,

respondents

who

know

the

individual

brand

(usage)Consumer

Insights

Global,

asofSeptember

2023Sources:Tesco

boasts

the

most

loyal

consumer

base

in

the

online

grocery

deliverymarketBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofTesco’consumersRank#

BrandLoyalty

%86%Afterascertaining

theconsumer

use

of

abrandin

thelast12

months,thenext

most

important

indicatoristoestablish

whether

abrand

cankeep

acustomer.

Todothatwe

measure

theloyalty

ofthese

consumers

byaskingeach

respondent:

“When

itcomes

to

onlinegrocery

delivery,

which

of

thefollowing

brandsare

youlikely

to

useagaininthefuture?”.1Tesco14%2Iceland

FoodsAsda84%383%4Sainsbury'sWaitroseMorrisonsOcado78%Outofconsumers

who

used

Tesco,

86%

saidtheywould

usethebrandagaininthefuture.Thisranks1stposition

compared

to

other

brandssurveyed

intheonlinegrocery

delivery

market.575%674%774%Iceland

Foods

whoscored

ausagescore

of84%

isinthe2nd

position

followed

by,Asdawho

scored

83%.Tesco

ranked

first,enjoys

strong

customer

loyalty,with

adedicatedcustomer

basethatconsistentlychooses

Tesco

fortheironline

grocery

delivery

needs.8AmazonFreshGousto74%86%967%LoyalNot

return10Co-op66%Notes:“When

it

comesto

online

grocery

delivery,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=497,

respondents

who

have

used

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofSeptember

2023Sources:Tesco

wasthe

third

mostheardabout

brand

in

the

media

within

the

onlinegrocery

delivery

marketBrand

KPIs

&benchmarking:

buzzSummaryBuzz

ofTescoRank#

BrandBuzz%36%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1HelloFresh2Asda33%32%3Tesco32%Outofconsumers

who

knew

thebrand

32%

saidtheyhadheardaboutTesco

inthemedia.

Thisranks3rdplacecompared

to

other

brandssurveyed

intheonlinegrocery

delivery

market.4allplantsAmazonFreshGousto31%529%628%Thebrand

leading

thisKPI

is

HelloFresh

whohadabuzzscore

of

36%.

Followed

by,Asdawho

scored

33%.Intheonline

grocery

delivery

market,Tesco

maintainsastrong

presence,

rankingthirdin

media

buzz.Thisposition

highlightsthebrand'ssubstantialmediacoverage,

affirmingitsprominent

andesteemedreputation

within

theindustry.7Ocado26%68%8Getir26%9Sainsbury'sBeelivery23%BuzzNobuzz1023%Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,186,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Sources:CONSUMER

INSIGHTSUnderstand

what

drivesconsumersMasterconsumers,brandsandmarkets.WithConsumerInsights

you