Supermarkets in the UK

Big Four

Other Players

Grocery Market Shares of Major Multiples 2001-2005 Source: TNS, 2005

Acessibility to Supermarkets, 2000, 2004 > 4 km from a supermarket All Rural Households: 21, 22% East of England: 29% - lowest Essex 67% no general store and 63% no pub Source: Countryside Agency, 2001

Why has Tesco been so successful? Changing strategy from ‘Pile it high, sell it cheap’ to adapting to more sophisticated needs of customer New initiatives; healthy eating New store concepts; Metro, Express, Extra Loyalty card Expansion of non food products and services Segmenting the market Internet Overseas expansion

Segmenting the Market Premium Own Brand Value

Perceptual Map. UK Supermarkets Quality Price

Perceptual Map. UK Supermarkets Quality Range

Last 15 years - farmer’s share of % to the UK Farmer Last 15 years - farmer’s share of food £  25% http://www.ukagriculture.com/food/farm_food_countryside/pdf/Food%20value.pdf

Who gains most from cheap, globally sourced food in UK multiples? producers supermarkets  consumers Exploitation is the Price of Cheaper Food (Oxfam, 2004) Global retailers, including British supermarkets are, systematically inflicting poor working conditions on millions of women workers to conduct price wars and feed ever-rising consumer expectations of cheap produce 32p http://www.commondreams.org/headlines04/0209-02.htm

Exporting apples from South Africa to UK supermarkets Oxfam, 2005 http://webct.writtle.ac.uk/H3B219/CSRWomenTadingAwayOurRightsOxfamNov05.pdf

English Apple Consumers Section 2 English Apple Consumers

Who buys pre-packed and loose English apples, by simple lifestyle, 12 weeks from August 31st to November 20th, 2005? (Source: dunnhumby Academy 2005) This shows how the volume of loose and pre-packed English apple sales varies between simple lifestyle segments The data is presented in index form, with the average volume of supermarket purchases equal to 100. Thus, segments that over-index are more likely to buy English apples and segments that under-index are less likely to do so

Who buys English Cox’s apples, by family lifestage, 12 weeks from August 29th to November 20th, 2005 (Source: dunnhumby Academy 2005) This chart shows how the volume of English Cox’s apple sales varies between segments according to their family lifestage (100 = average supermarket shopper)

Who buys English Cox’s apples, by detailed lifestyle, 12 weeks from August 29th to November 20th, 2005? (Source: dunnhumby Academy 2005) This shows how the volume of English Cox’s apple sales varies between detailed lifestyle segments (100 = average supermarket shopper)

Who buys English Cox’s apples, by region, 12 weeks from August 29th to November 20th, 2005? (Source: dunnhumby Academy 2005) This chart shows how the volume of English Cox’s apple sales varies between regions (100 = average supermarket shopper)

Market Share of top four Supermarkets 2000 2001 2003 2005 2006 Tesco 22.9 23.4 29.8 26 30.6 Sainsbury 19.8 19.1 16.2 15.9 16.3 Asda 14.1 14.8 17 16.5 16.6 Safeway 10.2 10.0 10 Morrison 6 12.2 11.1