MEMBERS SHOPPING HABITS SURVEY 2011

Transcription

1 MEMBERS SHOPPING HABITS SURVEY 2011 CONTENTS Executive Summary...Page 2 Demographics..Page 4 Shopping Habits..Page 6 Supermarket Shopping..Page 8 Mail Order...Page

2 EXECUTIVE SUMMARY The Survey was launched in July 2011 to ascertain what drives retail choice and how our Members shop for gluten-free foods in the supermarket and online Members responded to the survey, which was completed online. The demographics of people responding to the survey were representative of Coeliac UK Membership and there was a good spread in terms of length of diagnosis. Shopping Habits and Supermarket Shopping The majority of people responding to the survey: Spend between 5-10 a week on free-from products. Purchase their free-from products from a supermarket or an online supermarket. Shop weekly or more frequently for generic products and they also shop weekly or more frequently for free-from products. However, free-from shopping is generally less frequent than generic purchasing. Have to visit multiple supermarkets to get all of the free-from products they need. Will be influenced by the free-from range at a supermarket when deciding where to do their shopping and will also do all of their shopping at that supermarket, not just free-from. Are satisfied with the range of free-from products available in supermarkets. Buy an equal amount of branded and unbranded free-from products. Think that the quality and choice of free-from products has improved in the last 2 years, but that the value for money has not improved. Like to see free-from products in a dedicated aisle rather than throughout the store. The supermarkets used most regularly for free-from purchasing are: 1. Sainsbury s 2. Tesco 3. Asda. The supermarkets considered to have the best value for money are: 1. Tesco 2. Sainsbury s 3. Asda. The supermarkets considered to have the best range are: 1. Sainsbury s 2. Tesco 3. Waitrose

3 The most frequently purchased products are: 1. Fresh bread and rolls 2. Meat including sausages and burgers 3. Breakfast cereals. The most regularly purchased brands are: 1. Dietary Specials 2. Mrs Crimbles 3. Trufree. The products most respondents would like to see more of are: 1. Fresh savoury products 2. Frozen savoury products 3. Fresh ready meals. Mail Order The majority of people responding to the survey: Do not use mail order, predominantly because of cost (delivery charges or product price in general). Of those who do use mail order, the majority: Do their ordering online. Use mail order once every 6 months. Have been purchasing free-from products in this way for over a year. Purchase through mail order because the variety or choice of products is better than in the supermarkets. Do not find mail order to be more cost effective than the supermarkets. Are satisfied with the range of free-from products available online. The products purchased most regularly via mail order are: 1. Savoury pies 2. Cakes 3. Breakfast cereals The mail order companies used most regularly are: 1. Gluten-free Foods Direct 2. Goodness Direct 3. Gluten-free Foods Ltd - 3 -

4 DEMOGRAPHICS Are you male or female? 15% Male Female 85% The gender of respondents is representative of Coeliac UK Membership How old are you? % % 14.61% 24.96% 22.49% 21.87% % 1.31% 7.73% 7.03% Over 70 The age of respondents is also very representative of Coeliac UK Membership - 4 -

5 Which region of the UK do you live in? 5% 11% 3% 26% South-East South- West Greater London 11% Midlands North- East North-West 11% 13% Wales Scotland 16% 4% Northern Ireland How long have you or the person you shop for been diagnosed with coeliac disease? 31% 26% Less than 2 years 3-5 years 6-10 years More than 10 years 20% 23% - 5 -

6 SHOPPING HABITS Approximately how much do you spend each week on free-from products? 12% 4% 2% 29% 53% / over 25 The majority of respondents spend between 5-10 a week on free-from products with a further 29% spending Only 18% of respondents are spending over 15 a week on free-from products

7 Amount spent on free-from produce per week in comparison to length of diagnosis 100% 90% 80% 70% 60% 50% 40% 30% More than 10 years 6-10 years 3-5 years Less than 2 years 20% 10% 0% / over 25 The more recently diagnosed, the more money spent on free-from products. The highest proportion of those spending 5-10 a week have been diagnosed for the longest period of time. The highest proportion of those spending over 25 a week have been diagnosed for the shortest period of time. Where do you purchase the majority of your freefrom products? 92% 3% 1% 2% 1% 1% Supermarket Online supermarket Other online stores Health food shops Other independent stores Other (please specify) The vast majority of respondents purchase the majority of their free-from products from a supermarket or from an online supermarket. Only 5% of respondents purchase the majority of their free-from products from non-supermarket outlets

8 SUPERMARKET SHOPPING How often do you shop at a supermarket for ANY 1% products? 3% 18% 47% Once a week Twice a week More than twice a week Once a month Less than once a month 31% The majority of respondents (96%) shop weekly or more frequently for generic products. 49% of respondents shop twice or more a week 47% shop once a week. How often do you buy free-from products from a supermarket? 12% 7% 3% 23% More than once a week Once a week Fortnightly Monthly Less often 55% 78% of respondents shop weekly or more often for free-from products, meaning that they buy free-from products less frequently than they buy generic products

9 Do you need to visit more than one supermarket to complete your free-from shopping requirements? 22% Yes No The majority of respondents (78%) need to visit multiple supermarkets to get all of the free-from food that they need. 78% Comparison between weekly spend on free-from products and the need to visit more than one shop for free-from. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 6.67% 16.67% 15.58% 12.77% 28.40% 93.33% 83.33% 84.42% 87.23% 71.60% / over 25 Weekly Spend I don't need to visit more than one shop I need to visit more than one shop Those who need to visit more than one supermarket to purchase their freefrom products are the people who spend the most on free-from products. Those who spend the least are the most likely to be loyal to one supermarket

10 Which supermarket do you use most regularly to purchase your free-from products? % 34.38% 33.25% % % 12.80% % 7.89% 5.00% 0.97% 2.66% 1.05% Aldi Asda Marks and Spencer Morrisons Sainsbury s Tesco The Co-operative Waitrose The supermarket used most regularly for free-from purchasing was Sainsbury s with Tesco a close second and Asda in third place. This question originally had an other (please specify) option, but as all of the answers were null and void, they have been discounted in the above graph

11 Supermarket used most regularly in comparison to weekly spend on free-from products a week on free-from % % % % 1.23% Aldi 33.59% 32.52% 12.58% 9.36% 7.36% 2.61% 0.77% Asda Marks and Spencer Morrisons Sainsbury s Tesco The Co-operative Waitrose Of those spending 5-10 a week on free-from products Sainsbury s is the most popular supermarket (33.59%), Tesco is the second most popular supermarket (32.52%) and Asda is the third most popular supermarket (12.58%) a week on free-from % % % % 0.55% Aldi 33.88% 34.71% 12.67% 9.64% 5.23% 2.20% 1.10% Asda Marks and Spencer Morrisons Sainsbury s Tesco The Co-operative Waitrose Of those spending a week on free-from products Tesco is the most popular supermarket (34.71%), Sainsbury s is the second most popular supermarket (33.88%) and Asda is the third most popular (12.67%)

12 15-20 a week on free-from % % % % 1.32% Aldi 33.77% 35.10% 13.91% 7.95% 2.65% 3.97% 1.32% Asda Marks and Spencer Morrisons Sainsbury s Tesco The Co-operative Waitrose Of those spending a week on free-from products Tesco is the most popular supermarket (35.10%), Sainsbury s is the second most popular supermarket (33.77%) and Asda is the third most popular supermarket (13.91%) There is also nominal increase in popularity for most supermarkets in this price bracket, except for Waitrose and Morrisons who see a nominal decrease a week on free-from % % % 4.26% 2.13% 4.26% Aldi Asda Marks and Spencer Morrisons Sainsbury s Tesco The Co-operative Waitrose Of those spending a week on free-from products Sainsbury s is the most popular by a significant increase (48.94%), Tesco is the second most popular (29.71%) and Asda is the third most popular (10.64%) The number of people shopping in Marks and Spencer also nearly doubles (4.26% in comparison to 2.65% for the previous price bracket)

13 Over 25 a week on free-from % 35.00% % 25.00% % 15.00% % 6.90% 3.45% 3.45% 3.45% Aldi Asda Marks and Spencer Morrisons Sainsbury s Tesco The Co-operative Waitrose Of those spending over 25 a week on free-from products Sainsbury s is the most popular (37.93%), Tesco is the second most popular (27.59%) and Asda is third with a quite significant increase in popularity (17.24% an increase of over 6% from the previous price bracket) There is also a small increase for the Co-operative and Marks and Spencer in this price bracket

14 Does the range of free-from products available at a supermarket influence your decision about where to shop? 25% Yes No 75% The majority of respondents (75%) will be influenced by the free-from range at a supermarket when deciding where to do their shopping. Typically would you do all of your shopping at this supermarket - not just free-from? 33% Yes No 67% The majority of respondents (67%) will do all of their shopping at the supermarket where they make their free-from purchases. Therefore, the freefrom range at a supermarket influences the decision on where to shop for both free-from and generic products for the majority of respondents

15 Comparison between the affect of supermarket free-from range on the decision where to shop and the weekly spend on free-from 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 18.85% 14.29% 14.89% 16.67% 31.12% 81.15% 85.71% 85.11% 83.33% 68.88% / over 25 The free-from range DOES NOT affect my decision about where to shop The free-from range DOES affect my decision about where to shop The range of free-from products available has a greater effect for the higher price brackets than the lower price brackets. People spending over 15 a week on free-from are more likely to take the free-from range into consideration when choosing a supermarket. The relationship between shopping frequency and whether the range of free-from products affects the decision about where to shop 100% 80% 60% 40% 20% 0% More than once a week 15.03% 84.97% Once a week 26.14% 73.86% Fortnightly 28.76% 71.24% Monthly 32.18% 67.82% Less often 33.33% 66.67% The range of free from products available at a supermarket DOES NOT affect my decision The range of free from products available at a supermarket DOES affect my decision People shopping more than once a week are much more likely to be affected by the range of free-from products in a supermarket than those who shop monthly or less often for free-from

16 How satisfied are you with the range of free-from products available in supermarkets? 1% 1% 11% 37% Completely satisfied Very satisfied Satisfied Not very satisfied Completely dissatisfied 50% More respondents are satisfied than dissatisfied with the range of free-from products available in supermarkets. A total of 62% were satisfied, very satisfied or completely satisfied; whilst only 38% were not very satisfied or completely dissatisfied

17 How would you describe the current range of free-from products available at the following supermarkets? Asda 1% 13% 29% Excellent Very Good Good 24% Adequate Disappointing 13% Don't know 20% 58% of respondents find Asda s free-from range to be adequate or better. Morrisons 0% 7% 36% 16% 22% 19% Excellent Very Good Good Adequate Disappointing Don't know 48% of respondents find Morrisons range of free-from products to be adequate or better. Tesco 22% 9% 9% 3% 24% Excellent Very Good Good Adequate Disappointing Don't know 33% 82% of respondents found Tesco s free-from range to be adequate or better

18 56% The Co-Operative 0% 1% 6% 11% 26% Excellent Very Good Good Adequate Disappointing Don't know 18% of respondents found The Co-Operative s range to be adequate or better. Sainsbury s 11% 5% 15% 32% 7% 30% Excellent Very Good Good Adequate Disappointing Don't know 84% of respondents found Sainsbury s range of free-from products to be adequate or better. Waitrose 3% 10% 52% 5% 12% 18% Excellent Very Good Good Adequate Disappointing Don't know 43% of respondents found Waitrose s free-from range to be adequate or better

19 70% Aldi 1% 4% 6% 5% 14% Excellent Very Good Good Adequate Disappointing Don't know 16% of respondents found Aldi s free-from range to be adequate or better Marks and Spencer 24% 20% 2% 12% 24% Excellent Very Good Good Adequate Disappointing Don't know 18% 56% of respondents found Marks and Spencer s range of free-from products to be adequate or better

20 Which supermarket do you consider to have the BEST RANGE of free-from products? 45.00% % % % % 44.86% 23.85% 10.46% 10.54% 5.45% 3.20% 1.21% 0.43% Aldi Asda Marks & Spencer Morrisons Sainsbury s Tesco The Co-Operative Waitrose The supermarkets considered to have the best range of free from products are in first place Sainsbury s with 44.06% of respondents, in second place Tesco with 23.05% of respondents and in third place Waitrose with 10.54% of respondents. Which supermarket do you consider to represent the BEST VALUE FOR MONEY in relation to freefrom products? % 29.00% 25.00% 22.50% % % 5.00% Aldi 4.75% Asda Marks & Spencer 5.01% Morrisons Sainsbury s Tesco The Co-Operative 2.90% 0.53% Waitrose In first place for value for money is Tesco with 29.00% of respondents, in close second place is Sainsbury s with 27.42% of respondents and in third place is Asda with 22.50% of respondents

21 Thinking about the free-from products you buy in the supermarket which of the following best describes the products you buy? 20% 1% 2% 20% All branded products Mostly branded products An equal amount of branded and own label products Mostly own label products All own label products 57% 22% of respondents buy all or mostly all branded products, 21% of respondents buy all or mostly all own label products and 57% of respondents buy an equal amount of branded and unbranded products

22 How often do you buy the following free-from products? 100% 90% 80% 70% 60% 50% 40% Never Occasionally Monthly Fortnightly Every w eek 30% 20% 10% 0% Fresh bread and rolls Speciality breads Crackers Pasta and noodles Flour and mixes Pizza bases Sweet biscuits Cakes Cooking sauces Frozen pizzas and pies Ready meals Meat (including sausages & burgers) Breakfast cereals Stocks, gravies and stuffing The products bought fortnightly or more frequently by the most respondents are: breakfast cereals (45%), meat including sausages and burgers (36%), fresh bread and rolls (35%), sweet biscuits (33%) and cakes (23%)

23 Which of the following brands of free-from products do you purchase regularly? (For this question regularly means monthly or more often) 1.83% 1.33% 2.41% 1.58% 2.41% 2.74% 6.31% 3.82% 1.58% 3.15% 12.37% 9.21% 5.64% 2.90% 7.30% 21.00% 16.10% 15.52% 14.64% 35.02% 37.34% 50.62% 36.51% 48.46% Warburtons Alara cereals Eat Natural Doves Farm Trufree Humdingers Proceli Dietary Specials/DS Natures Path Life Estrella Damm Ener-g Orgran Hale & Hearty Delicious Alchemy Antoinette Savill Genius Mrs Crimbles Look What We Found Prewetts Greens Beers Livwell Barkat Nairn's Oatcakes The brands purchased regularly by the most respondents are: Dietary Specials (50.62%), Mrs Crimbles (48.46%), Trufree (37.34%), Genius (36.51%) and Doves Farm (35.02%)

24 Which products would you like to see more of? (please select 3) 25.00% % 16.74% 21.16% 23.71% 15.00% % Fresh ready meals Frozen sweet products Frozen savoury products 9.13% Bread 10.82% Cakes Fresh savoury products The products most respondents want to see more of are 1. Fresh savoury products (23.71%) 2. Frozen savoury products (21.16%) 3. Fresh ready meals (18.45%). Do you or the person you shop for think the QUALITY of free-from products in supermarkets has improved over the past 2 years? 7% yes no 93% An overwhelming majority (93%) of respondents think that the quality of free-from products have improved in the last 2 years

25 Do you or the person you shop for think the CHOICE of free-from products in supermarkets has improved over the past 2 years? 9% yes no Again a huge majority (91%) of respondents think that the choice of free-from products has improved in the last 2 years. 91% Do you or the person you shop for think the VALUE FOR MONEY of free-from products in the supermarket has improved over the past 2 years? 27% Yes No 73% 73% of respondents do not think that the value for money of free-from products has improved in the last 2 years

26 Where would you like to see free-from products in the supermarket? 14% Dedicated aisle Throughout the store 86% The majority (86%) of respondents would like to see free-from products in a dedicated aisle rather than dispersed throughout the store

27 MAIL ORDER Do you purchase free-from foods via mail order? 22% Yes No 78% The majority of respondents (78%) do not use mail order to purchase free-from products. Which of the following mail order methods do you use the most? 3% 8% Post Phone Online 89% Of those respondents using mail order, the majority (89%) do their ordering online

28 Why don't you use mail order to purchase free-from foods? Please tick all that apply Other (please specify) Lack of trust Poor customer service Expensive Lack of choice Inconvenient delivery times Costly delivery charges No internet 4.73% 0.26% 2.04% 0.66% 12.15% 15.76% 29.42% 35.00% 5.00% % % % 4 The majority of respondents said they did not use mail order because of costly delivery charges (35%), because mail order is expensive (29.42%) or because of inconvenient delivery times (12.15%). Other (please specify) breakdown Dislike online shopping Like immediacy of shop purchasing 1.69% 2.95% Never thought to use mail order 15.19% Poor quality 2.53% Like to be able to see product before purchasing 17.72% Inconvenient Didn't know gluten-free mail order was available 8.44% 8.02% No need to use mail order 31.22% Dislike bulk-buying 12.24% 5.00% % % % Of those who specified other reasons above (15.76%), the most popular other reasons for not using mail order were: no need to use mail order as they can fulfil their requirements in supermarkets or elsewhere (51.22%), that they like to be able to see the product before purchasing it (17.72%) or that they had never thought to use mail order before (15.19%)

29 How often do you purchase free-from foods via mail order? 11% 4% 2% 8% 25% More than once a month Once a month Once every two months Once every 6 months Once a year Less than once a year 50% Of those respondents using mail order 10% use it once a month or more, 25% use it once every two months, 50% use it once every 6 months and 15% use it once a year or less. How long have you ordered your food in this way? 16% 13% Less than six months 6-12 months More than a year 71% The majority of people (71%) have been ordering free-from products via mail order for over a year

30 How satisfied are you with ordering free-from foods in this way? 6% 53% 41% Very satisfied Satisfied Not satisfied The vast majority (94%) are satisfied or very satisfied with ordering freefrom foods this way. Comparison between satisfaction with mail order and length of time ordering food in this way. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Less than six months 6-12 months More than a year Very satisfied Satisfied Not satisfied Those who have been using mail order for less than six months are the most satisfied. (95.35% satisfied or very satisfied) Those who have been using mail order for 6 12 months are the least satisfied (91.17% satisfied or very satisfied)

31 Why do you choose this method for buying free-from foods? Please tick all that apply 45.00% % % 19.44% % % Convenient 41.94% 12.78% Easy More variety/choice 23.61% 2.22% Cheaper Only available option The majority (41.94%) of respondents purchase free-from through mail order because there is more variety or choice than in the supermarkets. A further 23.61% purchase free-from through mail order because this is the only way to get free-from where they are and another 19.44% purchase this way because it is convenient. What foods do you order? Please tick all that apply % 16.00% 14.00% 12.00% % 6.00% 4.00% 2.00% 4.38% Bread 16.56% Cakes Cooking sauces 2.44% 13.64% Biscuits Savoury pies 18.99% Meat (including sausages) 5.68% 3.57% Pizzas Flours and mixes 8.12% Breakfast cereals 14.94% 2.92% Beer Ready meals 5.03% Pasta & noodles 3.73% Of the products purchased via mail order, the most popular were: savoury pies (18.99%), cakes (16.56%), breakfast cereals (14.94%) and biscuits (13.64%)

32 Which mail order company do you use? Please tick all that apply. Lavida Food Glebe Farm Cake Angels Delicious Alchemy Cake Crusader Mood Food Honeybuns Gluten Free Foods Ltd Kelkin The Gluten Free Shop Musks Sallys Sizzling Sausage Company Simply Free Goodness Direct Planet Organics Gluten Free Foods Direct 2.42% 6.52% 1.45% 2.42% 0.97% 0.72% 6.76% 9.66% 3.86% 6.76% 1.93% 8.21% 6.04% 1.45% 18.36% 22.46% 5.00% % % The most popular mail order companies surveyed were: 1. Gluten Free Foods Direct (22.46%) 2. Goodness Direct (18.36%) 3. Gluten-free Foods Ltd (9.66%) 4. Sally s Sizzling Sausage Company (8.21%). Respondents could also select other (please specify) for this question % of respondents who selected other use Lifestyle Healthcare Ltd, and a further 20.39% of respondents use Juvela. The remaining 36.19% who selected other specified the following companies: Abel and Cole Amazon.co.uk Big Oz Cool Chile Dietary Needs Direct Dietary Specials Doves Farm Drossa Especially Delicious Findlays of Portobello Green s Healthy Supplies Holland and Barrett Innovative Solutions Lazy Days Livwell Sans Allergene Boutique Suma Tilquillhie Fine Foods Wellfoods Wiltshire Farm Foods

33 Do you find this method more cost effective than the supermarket? 27% Yes No 73% Of those using mail order 73% of respondents do not find mail order to be more cost effective than the supermarket. How satisfied are you with the range of free-from products available online? 12% 1% 10% 26% Completely satisfied Very satisfied Satisfied Not very satisfied Completely dissatisfied 51% 87% of respondents are satisfied, very satisfied or completely satisfied with the range of free-from products available online. Only 13% of respondents felt that the range could be better