英国超市londis用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSGrocery

stores:

Londisshoppers

in

the

UnitedKingdomConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofLondisshoppers

intheUnitedKingdom:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

Londisshoppers

intheUnitedKingdom(’’brandusers’’)

againstUKgrocery

store

shoppers

ingeneral

(’’category

users’’),

and

theoverall

UKonliner,labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

theUnited

Kingdom)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsLondis

ranks

outside

the

top

10

of

most

used

grocery

storesin

the

UKManagement

summary:

brandusageand

competitionTop10

most

used

grocery

stores

intheUKTescoAldi53%46%44%AsdaSainsbury’sLidl32%31%MorrisonsCo-op24%24%Iceland22%Marks

&SpencerFarmfoods19%11%4Notes:"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=4,029

grocery

storeshoppersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

grocery

store

shoppers

using

Londis

grew

by1

percentage

pointsince

Q2

of

2022Management

summary:

brandusagetimelineTimeline

of

grocery

store

shoppersusing

Londis3%3%3%3%2%2022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=45

-

133

Londis

shoppers,

n=2019

-

4033

grocery

storeshoppersConsumer

Insights

Global

as

of

August

2023Sources:Londis

shoppers

in

the

United

KingdomManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsLondis

ismore

popularamongMillennials

thanother

grocery

stores.Success

and

career

advancement

areItstands

out

that39%

ofLondisrelatively

important

to

Londis

shoppers.

shoppers

saythatfood

mustbeconvenient

andfast.Londis

shoppers

access

theinternet

viaasmartwatch

more

often

thantheaverage

grocery

store

shopper.Londis

ismore

popularamong

malegrocery

store

shoppers

than

femalegrocery

store

shoppers.Career

and

education

are

relativelyprevalent

interests

of

Londisshoppers.29%

ofLondisshoppers

are

innovatorsor

early

adopters

ofnew

products.Onsocial

media,

Londis

shoppersinteract

with

companies

more

oftenthan

other

grocery

store

shoppers.Outdooractivities

arearelativelyLondis

hasalarger

shareof

shopperswith

ahigh

income

than

other

grocerystores.popularhobbyamong

Londis

shoppers.

Arelatively

highshare

ofLondisshoppers

think

thatunifying

thecountry

Londis

shoppers

remember

seeing

adsisanissuethatneedstobeaddressed.on

blogs

and

forums

more

often

thanother

grocery

store

shoppers.Londis

shoppers

aremore

likely

to

liveincitiesandurbanareas

thangrocerystore

shoppers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Londis

is

more

popular

among

Millennials

than

other

grocery

storesDemographic

profile:

generationsAgeof

consumersintheUKBrand

users22%59%17%2%Category

usersAllrespondents19%37%37%31%13%13%20%31%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=133

Londis

shoppers,

n=4,029

grocery

store

shoppers,

n=24,183

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Londis

is

more

popular

among

male

grocery

store

shoppers

than

femalegrocery

store

shoppersDemographic

profile:

genderGenderofconsumersintheUKBrand

users65%35%Category

usersAllrespondents49%49%51%51%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";

Multi

Pick;

Base:

n=133

Londis

shoppers,

n=4,029

grocery

storeshoppers,

n=24,183

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Londis

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheUK29%28%28%24%22%22%

22%22%17%16%15%14%10%9%

9%5%3%3%1%0%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuyfoodand

products

foreverydayuse?";Multi

Pick;

Base:

n=133

Londis

shoppers,

n=4,029

grocerystoreshoppers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023Londis

has

a

larger

share

of

shoppers

with

a

high

income

than

other

grocerystoresDemographic

profile:

incomeShare

ofconsumersintheUK

inthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users51%22%27%Category

usersAllrespondents33%33%36%31%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodandproducts

foreverydayuse?";Multi

Pick;Base:n=133

Londis

shoppers,

n=4,029

grocery

store

shoppers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

store

shoppers,

Londis

shoppers

are

relatively

likelyto

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheUKlive50%35%34%24%23%18%16%16%12%12%10%9%8%8%6%5%4%

4%Other2%

2%Multi-2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesgenerationalfamilyBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=133

Londis

shoppers,

n=4,029

grocery

store

shoppers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023Londis

shoppers

are

more

likely

to

live

in

cities

andurban

areas

than

grocerystore

shoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheUK28%27%26%24%24%23%20%

20%17%17%12%12%10%

10%8%8%7%5%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthese

stores

do

youregularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=133

Londis

shoppers,

n=4,029

grocery

store

shoppers,n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

202312%

of

Londis

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheUKBrand

users12%85%3%3%3%Category

usersAllrespondents8%89%8%89%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=133

Londis

shoppers,

n=4,029

grocerystoreshoppers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

Londis

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheUK59%58%49%

49%45%42%42%39%38%36%34%31%34%30%

29%30%26%27%26%25%24%23%18%13%15%13%13%12%10%10%AhappyrelationshipAnhonest

and

Tobesuccessfulrespectable

lifeMaking

myown

decisionsHavingagood

timeSafety

andsecurityLearningnew

thingsAdvancingmy

careerTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=133

Londis

shoppers,

n=4,029

grocery

storeshoppers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023Career

and

education

are

relatively

prevalent

interests

of

Londis

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofLondisshoppersintheUK56%55%42%34%34%33%37%32%31%35%35%

31%30%35%34%34%34%34%32%32%29%28%25%

25%25%25%22%

21%18%

18%Movies,TVshows&musicPolitics&societyandcurrentworld

eventsHealth

&fitnessHistoryArts&literatureCareer

&educationScience

&technologySportsFinance&economyHome

&gardenBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=133

Londis

shoppers,

n=4,029

grocery

storeshoppers,n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023Outdoor

activities

are

a

relatively

popular

hobby

among

Londis

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofLondisshoppersintheUK51%41%38%41%34%35%38%37%34%38%38%37%35%31%30%30%

26%26%29%30%

30%29%28%28%25%24%19%18%11%

11%OutdooractivitiesReadingSocializingDoing

sportsandfitnessVideo

gamingTravelingCooking/bakingWritingBoard

games/cardgamesGardeningandplantsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=133

Londis

shoppers,

n=4,029

grocery

storeshoppers,n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023Londis

shoppers

are

more

likely

to

play

basketball

than

other

grocery

storeshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofLondisshoppersintheUK24%23%20%19%19%19%17%17%16%16%14%14%12%11%10%10%10%10%9%9%7%7%7%

7%6%6%4%3%

3%3%CyclingFitness,aerobics,cardioBasketballBadmintonHikingRunning/JoggingDancingHunting/FishingBaseball/SoftballSoccerBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=76

Londis

shoppers,

n=1,516grocery

storeshoppers,

n=9,322

all

respondentsConsumer

Insights

Global

as

of

August

2023Londis

shoppers

are

more

likely

to

follow

American

football

than

other

grocerystore

shoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byLondisshoppersintheUK26%25%17%16%16%15%12%12%11%11%11%11%10%9%9%9%9%8%6%6%6%

6%Golf5%

5%5%

5%3%3%3%

3%SoccerAmericanfootballBasketballBoxingCyclingTennisBaseballCricketGymnasticsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;

Base:

n=44

Londis

shoppers,

n=1,361grocery

storeshoppers,

n=8,230

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

food•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

39%

of

Londis

shoppers

say

that

food

must

be

convenient

andfastConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninthe

UK61%

61%60%39%39%38%37%33%

33%30%

30%28%

28%24%

24%Iactively

trytoeathealthyFood

mustbeconvenient

andfastItrytoavoidplasticpackagingwhen

buying

foodIavoid

artificialflavorsandpreservativesItrytoeat

lessmeatBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

for

everyday

use?";Multi

Pick;

Base:

n=133

Londis

shoppers,

n=4,029

grocery

storeshoppers,n=4,029

all

respondentsConsumer

Insights

Global

as

of

August

202329%

of

Londis

shoppers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

UK40%36%35%33%32%26%20%20%17%14%12%11%3%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthese

storesdo

youregularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=133

Londis

shoppers,n=4,029

grocery

store

shoppers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Londis

shoppers

think

that

unifying

the

country

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedKingdomaccording

toLondisshoppers64%63%48%

48%40%38%33%40%

40%39%38%34%32%37%32%30%37%36%36%34%33%29%

30%29%29%29%27%

27%14%

14%EducationEconomicsituationRising

prices

Unemployment/inflation/PovertyCrimeEnvironmentHealth

andsocial

securityHousingUnifyingthecountrycost

of

livingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=133

Londis

shoppers,

n=4,029

grocery

store

shoppers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

store

shoppers,

Londis

shoppers

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheUKBrand

users19%20%56%6%Category

usersAllrespondents22%37%27%26%14%14%23%37%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Fromwhich

ofthese

stores

do

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=133

Londis

shoppers,

n=4,029

grocery

storeshoppers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLondis

shoppers

access

the

internet

via

a

smartwatch

more

often

than

theaverage

grocery

store

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

UK

useregularlyto

accesstheinternet91%

91%87%69%

69%65%62%

61%

61%56%54%51%

52%51%51%51%50%39%40%38%38%37%36%31%

31%30%

30%SmartphoneLaptopSmart

TVTabletGaming

consoleCategory

usersDesktop

PCSmart

speakersSmartwatchStreaming

deviceBrand

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

you

regularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=133

Londis

shoppers,n=4,029

grocery

store

shoppers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Londis

shoppers

interact

with

companies

more

often

thanother

grocery

store

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheUK

by

type55%54%54%47%53%45%50%48%47%41%41%39%42%31%

31%42%41%41%40%39%36%29%

30%36%27%

27%22%

22%15%15%8%

8%7%

7%5%3%Commented

Liked

posts

SentprivateSharedpostsbyother

usersFollowedcompaniesPostedpictures/videosFollowedpeopleSharedcompanypostsPosted

texts/statusLikedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsbyotherusersmessagesupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

storesdo

you

regularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=133

Londis

shoppers,n=4,029

grocery

store

shoppers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

2023Londis

shoppers

tend

to

go

to

the

movies

more

often

than

grocery

storeshoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheUK

havebeen

using

inthepast4weeks84%79%

79%74%68%

68%60%59%59%55%

49%55%53%50%47%45%45%46%39%26%27%35%35%35%31%

31%26%25%24%13%19%

18%15%DigitalvideocontentTVMovies

/cinemaDigitalmusiccontentPodcastsRadioDailynewspapersOnlinenewswebsitesMagazinesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

stores

do

youregularly

buy

food

and

products

foreverydayuse?";Multi

Pick;Base:n=62

Londis

shoppers,

n=2,007

grocery

storeshoppers,

n=12,093

all

respondentsConsumer

Insights

Global

as

of

August

2023Londis

shoppers

remember

seeing

ads

on

blogs

and

forums

more

often

thanother

grocery

store

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereLondisshoppersintheUK

havecome

across

digital

advertisinginthepast4weeks43%43%46%43%39%38%37%37%37%37%36%32%31%29%29%28%28%27%

27%27%21%20%20%19%18%

18%14%

13%11%

10%Video

portalsSocial

media

Video

streaming

OnlinestoresservicesBlogs/forumsVideo

gamesWebsitesandappsof

brandsEditorialwebsitesandappsOtherappsMusicportalsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:n=133

Londis

shoppers,n=4,029

grocery

store

shoppers,

n=24,183

all

respondentsConsumer

Insights

Global

as

of

August

202347%

of

Londis

shoppers

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

UK

havecome

across

non-digital

advertisinginthepast4weeks51%50%47%45%44%39%39%39%32%

32%38%38%38%36%30%29%27%26%19%

19%18%

18%18%

18%OnTVAtthemovies/cinemaDirectly

inthestoreBy

mailshot

/advertisingmailInprinteddailynewspapersOntheradioOnadvertisingspacesInprintedmagazinesandjournalson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Mu