英国代际购物行为分析报告-培训课件外文版2024.5temu亚马逊淘宝京东拼多多

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TRENDSGenerationalgroceryshoppingbehaviorintheUnitedKingdom(UK)CHAPTER

01OverviewPopulationoftheUnitedKingdomfrom1990to2021,bygenerationPopulationoftheUK1990-2021,bygenerationGreatestGeneration*SilentGeneration*BabyBoomersGenerationXMillennialsGenerationZGenerationAlpha80,000,00070,000,00060,000,00050,000,00040,000,00030,000,00020,000,00010,000,00003Description:In2021,therewereapproximately14.4millionmillennialsintheUnitedKingdom,makingitthelargestgenerationalcohortatthattime.MillennialssurpassedtheBabyBoomergenerationasthelargestgenerationforthefirsttimein2020.GenerationXareasof2021thesecond-largestgenerationhereat14millionpeople,withtheirparent'sgeneration,theSilentGenerationnumberingaround5.5millionpeoplein2020.Asofthatyear,therewereestimatedtobe267,430people[...]

ReadmoreNote(s):UnitedKingdom;1990to2021;*Datafor2021doesnotyetincludethoseagedover89forthesegenerationsGenerationsaredefinedasbeingborninthefollowingyears(asofmid-year)

GenerationAlpha:2013-2020

GenerationZ:[...]

ReadmoreSource(s):OfficeforNationalStatistics(UK)Consumerspendingonfoodandnon-alcoholicdrinksintheUnitedKingdomfrom2005to2022(inmillionGBP)*Expenditureonfoodandnon-alcoholicbeveragesintheUnitedKingdom2005-2022140,000120,000100,00080,00060,00040,00020,00002005200620072008200920102011201220132014201520162017201820192020202120224Description:Thisstatisticdisplaystotalconsumerspendingonfoodandnon-alcoholicdrinksintheUKfrom2005to2022.In2022,consumerspendingreachedalmost126.74billionBritishpounds,anincreasefrom2021.

ReadmoreNote(s):UnitedKingdom;2005to2022;*Householdfinalconsumptionexpenditure.Figuresbasedoncurrentpricesandareseasonallyadjusted.ReadmoreSource(s):OfficeforNationalStatistics(UK)AverageexpenditureperpersonperweekonfoodanddrinkintheUnitedKingdom(UK)from2006to2020/21(inpence)FoodanddrinkweeklyexpenditureintheUnitedKingdom(UK)perperson2006-20216,0005,0004,8014,6574,5314,4024,2184,1974,2434,2254,1373,9933,9703,9233,8084,0003,0002,0001,00003,6833,6323,5822006200720082009201020112012201320142015

2015/16

2016/17

2017/18

2018/19

2019/20

2020/215/statistics/284059/food-and-drink-weekly-expenditure-in-the-united-kingdom-uk-per-personThestatisticshowstheaverageexpenditureperpersonperweekonfoodanddrinkintheUnitedKingdom(UK)from2006to2020/21.In2020/21,anaverageof40Britishpounds(GBP)wasspentperpersonperweekonfoodanddrinkpurchases.

ReadmoreNote(s):UnitedKingdom;2006to2020/21Source(s):DefraAveragespendingperweekongroceriesbyGenerationZintheUKin2022,bychannelGenerationZweeklyfoodspendintheUK2022,bychannel<2020-5051-100101-200>2014037353025201510533322921191312330OnlineOfflineAveragespendinBritishpounds6Description:One-thirdofGenerationZsurveyrespondentsintheUnitedKingdomspentbetween51and100BritishpoundsongroceriesonlineperweekinSpring2022.Somethreepercentspentover201Britishpoundsonlineonaweeklybasis.

ReadmoreNote(s):UnitedKingdom;Spring2022;756respondents;16-24yearsSource(s):Appinio&SprykerAveragespendingperweekongroceriesbyyoungmillennialsintheUKin2022,bychannel(inGBP)YoungmillennialweeklyfoodspendintheUK2022,bychannel<2020-5051-100101-200>2015045403530252015105433836341512109210OnlineOffline7Description:Over40percentofyoungmillennialsurveyrespondentsintheUnitedKingdomspentbetween51and100BritishpoundsongroceriesonlineperweekinSpring2022.Justonepercentspentover201Britishpoundsonlineonaweeklybasis.

ReadmoreNote(s):UnitedKingdom;Spring2022;830respondents;25-34yearsSource(s):Appinio&SprykerCHAPTER

02ShoppinglocationGroceryshoppingbytypeintheUnitedKingdomasofMarch2023,bygenerationGroceryshoppingbytypeintheUnitedKingdom2023,bygenerationIGen

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Gen

Z

(1995-2012)Millennials

/

Generation

Y(1980-1994)Generation

X

(Baby

Bust)(1965-1979)Baby

Boomer

(1946-1964)Bakeryordeli23%13%12%12%8%25%15%20%14%10%18%17%10%27%18%20%76%23%9%23%5%Conveniencestore/kioskDelicounterinsupermarketsDiscountstore16%19%11%12%12%4%16%18%12%12%7%DrugstoreFarmer'smarket13%13%8%HypermarketMealkitprovidersOnlinestore/onlineretailOrganicfoodstoreSpecialiststore(e.g.,butchershop)Supermarket2%28%12%14%78%24%7%19%4%18%91%18%93%9Description:ThedisplayeddataongroceryshoppingbytypeangenerationshowsresultsoftheConsumerInsightsGlobalsurveyconductedintheUnitedKingdomin2023.Some23percentofIGen/GenZrespondentsansweredthequestion"Wheredoyouregularlybuyfoodandproductsforeverydayuse?"with"Bakeryordeli",asofMarch2023.Thesurveywasconductedin2023,among4,031respondents.

ReadmoreNote(s):UnitedKingdom;April2022toMarch2023;4031respondents;18-64yearsSource(s):ConsumerInsightsHowdoyouenvisionyourgroceryshoppingintwoyears?FutureGenZ&youngmillennialfoodshoppingchannelsintheUK2022GenZYoungMillennials60%50%40%30%20%10%0%54%52%24%23%21%20%4%3%Exclusivelyin-storeMainlyin-store,partlyonlineMainlyonline,partlyin-storeExclusivelyonline10Description:WhensurveyedinSpring2022,over50percentofbothGenZandmillennialrespondentsintheUnitedKingdomstatedthattheyenvisionthemselvesshoppingmainlyin-storeandpartlyonlineforgroceriesinthenexttwoyears.SlightlymoremillennialsthanGenerationZseethemselvesshoppingexclusivelyonline.ReadmoreNote(s):UnitedKingdom;Spring2022;962respondents;16-34years*;*GenZrespondentsagedbetween16and24andmillennialrespondentsagedbetween25and34atthetimeofsurvey.

ReadmoreSource(s):Appinio&SprykerMillennials'favoritesupermarketchainsintheUnitedKingdom(UK)asofQ12023MostpopularsupermarketchainsamongMillennialsintheUKQ12023Shareofrespondentswithpositiveopinion30%

40%

50%0%10%20%60%70%80%90%86%100%LidlASDA79%79%78%77%75%75%AldiTescoIcelandM&SFoodTescoExpressMorrisons70%67%64%Sainsbury'sTheCo-operativeFood11Description:IntheUnitedKingdom,Lidl,ASDA,andAldiwerethemostpopularthreesupermarketchainsamongMillennialssurveyedinthefirstquarterof2023.Lidltoppedtherankingwith86percentofrespondentshavingapositiveopinionofthediscountfoodretailer.ReadmoreNote(s):UnitedKingdom;Q12023Source(s):YouGovGenerationX'sfavoritesupermarketchainsintheUnitedKingdom(UK)asofQ12023MostpopularsupermarketchainsamongGenerationXintheUKQ12023Shareofrespondentswithpositiveopinion30%

40%

50%0%10%20%60%70%80%79%77%90%AldiLidlASDA74%M&SFood71%69%68%67%65%Sainsbury'sTescoMorrisonsTheCo-operativeFoodIceland62%61%TescoExpress12Description:IntheUnitedKingdom,Aldi,Lidl,andASDAwerethemostpopularthreesupermarketchainsamongtheGenerationXcohortsurveyedinthefirstquarterof2023.Alditoppedtherankingwith79percentofrespondentshavingapositiveopinionofthefoodretailer.ReadmoreNote(s):UnitedKingdom;Q12023Source(s):YouGovBabyBoomers'favoritesupermarketchainsintheUnitedKingdom(UK)asofQ12023MostpopularsupermarketchainsamongBabyBoomersintheUKQ12023Shareofrespondentswithpositiveopinion30%

40%

50%0%10%20%60%70%80%78%90%AldiM&SFoodIceland81%74%72%Sainsbury'sLidl69%68%67%TescoASDAWaitrose61%60%60%TheCo-operativeFoodTescoExpress13Description:IntheUnitedKingdom,Aldi,M&SFood,andIcelandwerethemostpopularthreesupermarketchainsamongBabyBoomerssurveyedinthefirstquarterof2023.Alditoppedtherankingwith81percentofrespondentshavingapositiveopinionofthefoodretailer.ReadmoreNote(s):UnitedKingdom;Q12023Source(s):YouGovCHAPTER

03SustainabilityMarketshareofgenerationsintheoverallandsustainablefood&non-alcoholicbeveragemarketintheUnitedKingdomin2022UK:Generationalshareoftheoverall&sustainablefood&drinksmarketin2022GenerationZMillennialsGenerationXBabyboomersSilentgenerationGreatestgeneration*100%90%80%70%60%50%40%30%20%10%0%OverallSustainable15Description:In2022,millennialsintheUKaccountedfor23percentoftheoverallfoodandnon-alcoholicbeveragemarket.Atthesametime,thegenerationalshareofmillennialswassevenpercenthigherforthesustainablefoodanddrinksmarket.

ReadmoreNote(s):UnitedKingdom;2022;*Shareshavebeenrounded,Thegreatestgenerationrepresentslessthan0.5percentandthusitssharewasroundedto0percent.

Generationsaredefinedasfollows:TheGreatestGeneration:1901-1927,Silent[...]

ReadmoreSource(s):Marketshareofgenerationsinthesustainablefood&non-alcoholicbeveragemarketintheUnitedKingdomin2022and2027UK:Generationalshareofthesustainablefood&drinksmarketin2022and2027GenerationZMillennialsGenerationXBabyboomersSilentgenerationGreatestgeneration*100%90%80%70%60%50%40%30%20%10%0%2022202716Description:In2022,millennialsintheUKaccountedfor30percentofthesustainablefoodandnon-alcoholicbeveragemarket.Thegeneration'smarketshareisforecasttoincreaseto31percentby2027.

ReadmoreNote(s):UnitedKingdom;2022and2027;*Shareshavebeenrounded,Thegreatestgenerationrepresentslessthan0.5percentandthusitssharewasroundedto0percent.Generationsaredefinedasfollows:TheGreatestGeneration:[...]

ReadmoreSource(s):ShareofconsumerswhopurchasesustainablefoodandbeverageproductsintheUnitedKingdomasofJune2023,bygenerationShopperswhobuysustainablefoodandbeveragesintheUK2023,bygeneration80%70%60%50%40%30%20%10%0%76%72%66%50%GenerationZMillennialsGenerationXBabyboomer17/statistics/1407391/sustainable-food-and-drink-consumers-by-generationTheGlobalConsumerSurveyin2023revealedthat,intheUnitedKingdom,justoverthree-quartersofsurveyedGenerationZconsumersclaimedtopurchasesustainablefoodandbeverages.Thisfigurestoodat72percentformillennials.

ReadmoreNote(s):UnitedKingdom;June8,2023toJune21,2023;1,033respondents;16-90years;CoverstheresidentialonlinepopulationSource(s):ConsumerInsightsLeadingsustainablefoodandbeverageproductspurchasedbyGenerationZintheUnitedKingdomasofJune2023GenZshopperswhobuysustainblefoodanddrinkintheUK2023,byproducttypeShareofrespondents0%5%10%15%20%25%30%35%Fruitsandvegetables29%Breadandbakerygoods20%20%RiceBottledwater19%19%19%PotatoesDairyproducts(milk,yogurt,cheese,etc.)CoffeeSnacksandpotatochipsMeatandsausagesPasta18%18%18%16%16%SoftdrinksTea15%15%Sweetsandchocolate18Description:TheGlobalConsumerSurveyin2023revealedthat,intheUnitedKingdom,fruitsandvegetablesweretheleadingsustainablefoodcategorypurchasedbyGenerationZrespondents.Some29percentofrespondentsstatedthattheyhadpurchasedsustainableoreco-friendlyfruitsandvegetablesinthelastthreemonths.ReadmoreNote(s):UnitedKingdom;June8,2023toJune21,2023;1,033*;16-28years;Coverstheresidentialonlinepopulation;*Totalnumberofrespondentsacrossallgenerations.**Categoryonlyshowntorespondentsoflegaldrinkingage.Survey[...]

ReadmoreSource(s):ConsumerInsightsLeadingsustainablefoodandbeverageproductspurchasedbymillennialsintheUnitedKingdomasofJune2023MillennialshopperswhobuysustainblefoodanddrinkintheUK2023,byproducttypeShareofrespondents10%

15%0%5%20%25%30%35%Fruitsandvegetables33%PastaCoffee27%27%27%Dairyproducts(milk,yogurt,cheese,etc.)RicePotatoes26%25%MeatandsausagesTea22%22%SweetsandchocolateBreadandbakerygoodsFishSnacksandpotatochipsBottledwater20%19%18%18%15%19Description:TheGlobalConsumerSurveyin2023revealedthat,intheUnitedKingdom,fruitsandvegetablesweretheleadingsustainablefoodcategorypurchasedbymillennialrespondents.Some33percentofrespondentsstatedthattheyhadpurchasedsustainableoreco-friendlyfruitsandvegetablesinthelastthreemonths.ReadmoreNote(s):UnitedKingdom;June8,2023toJune21,2023;1,033*;29-43years;Coverstheresidentialonlinepopulation;*Totalnumberofrespondentsacrossallgenerations.Surveyquestion:"Whichofthesefoodanddrinkproductsthatyoubought[...]

ReadmoreSource(s):ConsumerInsightsCHAPTER

04OnlinefoodshoppingShareofonlinegrocery&beverageshoppersintheUnitedKingdomasofMarch2023,bygenerationOnlinegrocery&beverageshoppersintheUnitedKingdom2023,bygenerationOnlinegrocery&beverageshoppersNon-shoppers25%100%90%80%70%60%50%40%30%20%10%0%30%45%55%54%75%70%46%BabyBoomer(1946-1964)GenerationX(BabyBust)(1965-1979)

Millennials/GenerationY(1980-1994)IGen/GenZ(1995-2012)21Description:Thedisplayeddataononlinegrocery&beverageshoppingbygenerationshowsresultsoftheConsumerInsightsGlobalsurveyconductedintheUnitedKingdomin2023.Some68percentofGenZrespondentsareonlinegrocery&beverageshoppers,asofMarch2023.Thesurveywasconductedin2023,among4,031respondents.ReadmoreNote(s):UnitedKingdom;April2022toMarch2023;4031respondents;18-64yearsSource(s):ConsumerInsightsMostpopularonlinegrocery&beverageshoppingstorebrandsintheUKasofMarch2023,bygenerationOnlinegrocery&beverageshoppingbystorebrandintheUK2023,bygenerationIGen

/

Gen

Z

(1995-2012)Millennials

/

Generation

YGeneration

X

(Baby

Bust)(1965-1979)Baby

Boomer

(1946-1964)(1980-1994)AbelandColeallplants8%7%9%9%3%2%2%1%Amazon/AmazonFresh/AmazonPantry28%37%24%22%Asda39%10%23%12%9%39%11%18%12%8%35%2%7%4%1%2%7%2%22%0%7%0%0%0%4%0%BeeliveryCo-opCostcoFarmdropGetir6%7%GoustoGreenChef9%10%6%5%22Description:Thedisplayeddataononlinegrocery&beverageshoppingbystorebrandandgenerationshowsresultsoftheConsumerInsightsGlobalsurveyconductedintheUnitedKingdom.AsofMarch2023,some39percentofIGen/GenZrespondentsstatedthattheyhadorderedgroceries,beveragesormealkitsonlinefromAsdainthepast12months.Thesurveywasconductedin2023,among2,590respondents.

ReadmoreNote(s):UnitedKingdom;April2022toMarch2023;2590respondents;18-64years;respondentswhoorderedgroceriesorbeveragesonlineSource(s):ConsumerInsightsShareofGenZandmillennialconsumersthatwouldprefertoshopmostlyonline/in-storeforgroceriesintheUnitedKingdomin2023ShoppingchannelpreferenceamongUKmillennials&GenZforgroceries2023OnlineIn-store60%50%40%30%20%10%0%49%42%38%30%GenZMillennials23Description:AlthoughmanyyoungconsumersintheUnitedKingdomprefertoshoponlineforseveralkindsofproducts(e.g.,forapparelandfootwear),thatpreferencedoesnotapplytothesameextentforgroceries.In2023,about50percentofGenZandjustover40percentofmillennialssaidtheywouldprefertoshopmostlyin-storeforgroceries,giventheoption.ReadmoreNote(s):UnitedKingdom;JanuarytoMarch,2023;minimum1,000*Source(s):Klarna;NepaDevicepreferenceamongonlineshoppersintheUnitedKingdom