2018-欧洲购物者调查_英国（英文版）-2mb

European Shopper Survey Summary - UK Focus

Core Content

The European Shopper Survey, conducted by IRI in 2017, provides insights into the evolving landscape of grocery shopping across Europe, with a specific focus on the United Kingdom. The survey explores three main areas: the shift to a multichannel shopping approach, the impact of digital experiences on grocery shopping behavior, and the growing importance of health food in European diets.

Main Areas of Investigation

1. Is Grocery Shopping Turning into a Multichannel Path?

• Channel Diversity: UK shoppers tend to visit fewer channels compared to the rest of Europe. The most visited channels for grocery shopping in the UK are supermarkets, convenience stores, and discount stores.
• Specialist Channels: Drugstores and pharmacies are the most visited among specialist channels. Specialist online sites, make-up stores, and pharmacies also show the highest customer satisfaction.
• Online Shopping Penetration: About 37% of UK shoppers buy groceries online at least once a year, which is slightly higher than the European average.
• Potential Growth: 41% of current non-internet grocery buyers in the UK are likely to buy online in the next six months, indicating a significant growth potential.

2. Is the Digital Experience Changing the Way for Grocery Shopping?

• Information Seeking: 31% of UK shoppers regularly use the Internet to seek information before shopping, with a focus on product features and economic advantages.
• Online Shopping Preparation: 80% of UK shoppers plan their grocery shopping by preparing a list, with only 10% using a digital list on their mobile device.
• Mobile App Usage: 13% of UK shoppers use mobile apps or websites to prepare their grocery shopping, and 53% of them obtain savings through coupons and promotions.
• In-Store Internet Use: 1/3 of UK shoppers use the Internet while shopping in-store, particularly in South Europe, to look for promotions and product information.
• Barriers to Online Shopping: A key barrier is the preference for in-store experience, as shoppers like to see and touch products.

3. How is Food Health in Europe?

• Health Food Relevance: Health food is becoming an important part of the typical grocery basket in the UK. The whole family is the end user for all four health food categories.
• Reasons for Health Food Purchase: 53% of UK shoppers prioritize a general sense of health, with weight loss and additive-free products leading the search for better health.
• Health Food Purchase Channels: Health stores and the Internet are the main alternative channels for purchasing health food, compared to mass market stores.
• Nutritional Information: The nutritional facts label is the most important tool for UK shoppers to achieve a healthy diet.

Key Findings

• Multichannel Shift: While grocery shopping is becoming more multichannel in Europe, UK shoppers still predominantly use traditional stores.
• Digital Influence: Digital tools are playing a growing role in shopping preparation, with a notable impact on purchasing decisions and savings.
• Health Trends: There is a clear trend towards health-conscious shopping in the UK, with a focus on nutritional information and specific health benefits.

Conclusion

The survey highlights the ongoing transformation in grocery shopping habits across Europe, with the UK showing a mix of traditional and digital behaviors. While online shopping is growing, it remains less prevalent than in other regions, and health food is increasingly integrated into the shopping routine, driven by a desire for better health and informed decision-making. The data suggests that there is still significant room for growth in online grocery shopping, particularly among non-internet users, and that digital experiences are influencing how shoppers prepare and make decisions about their purchases.