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英国における小売の機会:母の日

UK Retail Occasions: Mother's Day 2013

発行 Conlumino 商品コード 268997
出版日 ページ情報 英文 55 Pages
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英国における小売の機会:母の日 UK Retail Occasions: Mother's Day 2013
出版日: 2013年03月01日 ページ情報: 英文 55 Pages
概要

当レポートでは、英国の母の日における消費者の態度・行動について分析し、商品の購入項目・理由および購入場所、消費者の小売業者に対する意見、母の日向け製品の購入時に求めている物事などを調査して、概略下記の構成でお届けいたします。

第1章 概要・調査結果のサマリー

第2章 母の日に関する消費者の考え方

第3章 食品の購入動向

第4章 プレゼントの購入動向

第5章 食品以外の季節商品の購入動向

第6章 付録

図表一覧

目次
Product Code: CL0006RO

This report provides an in-depth understanding of how consumers behaved over Mother's Day 2013: what did they buy, why did they buy it and where did they shop, are all examined. In addition, the report examines people's opinions of retailers and of what they are looking for when buying Mother's Day products. The report is driven by unique consumer data and interviews.

Introduction and Landscape

Conlumino's Retail Occasions series helps you to understand how consumers are shopping across the various events and occasions in the retail calendar. For each occasion we analyze the results of a large consumer survey to understand what's happening and what it means for you.

Key Market Issues

1. Understand what's being purchased

We explore what products people are purchasing for each of the key occasions and analyze the penetration rates for key categories. A wide range of products are covered including food, gifts, clothing and goods for the home.

2. Understand where it's being purchased

We monitor which retailers consumers have visited for each of the occasions, what they have used those retailers for and what they thought of them. We analyze retailer customer share both overall and by product category.

3. Explore what's being spent

We examine how much people are spending and intend to spend across the various categories and products and how this differs to previous years. We also look at total household budgets for the various occasions.

4. Understand how people are celebrating

We take a broad look at what people are doing for the various occasions, how they intend to celebrate them and how these things are influencing and affecting their retail and buying behavior.

5. Explore key issues by demographics

We analyze all of the above at an overall level but also provide a breakdown by key demographics as well as by region. On a bespoke basis we can also isolate and explore specific consumer segmentations.

Key Highlights

ACCEPTED ANNUAL OBLIGATION

Met with much less resistance compared to occasions such as Valentine's Day, the purchase of products such as Mother's Day cards and flowers is viewed as very much an accepted annual obligation; undertaken by a high proportion of shoppers. Indeed, a majority believe the Mother's Day occasion to be an important one, with only a small proportion citing guilt as a purchase motivator, highlighting the high buy-in into the occasion.

ECONOMIC CONDITIONS HAVING AN IMPACT ON SPEND

Nonetheless, almost a quarter of consumer said that they spent less on Mother's Day 2013 than the year previous; hardly surprising when considering that over a third consider themselves to be worse off financially against a backdrop of squeezed disposable incomes and rising living costs. Moreover, while a majority said that they spent roughly the same amount, once high inflation - particularly on food - has been factored in, volumes have been negatively impacted.

A FOCUSED PURCHASING PROCESS

The Mother's Day purchasing journey is generally rather narrow and focused, with the majority of consumers purchasing a card, and flowers and food and drink both commanding clear pre-eminence in relation to gift purchases. Just under quarter said that they find it difficult to buy the right thing for Mother's Day. This not only reaffirms the importance of price and convenience in driving demand, but also means that boasting high quality, edited choice in traditional categories is imperative.

POTENTIAL AROUND THE MOTHER'S DAY MEAL

The general trend towards dining-at-home provides big opportunities for grocers. Given that many food purchasers are men, of particular importance is ensuring that meal solutions which are convenient and easy to prepare are provided. These can be linked with meal-deal promotions which help drive perceptions of value for money. As Mother's Day lunch or dinner coincides with the time most families would have a traditional Sunday roast, marketing meat and vegetables is also important.

Table of Contents

  • 1. Overview and summary of findings
  • 2. Consumer attitudes to Mother's Day
  • 3. Food purchasing
  • 4. Gift purchasing
  • 5. Seasonal non-food purchasing
  • 6. Technical appendix

List of Tables

  • 1. What's driving store selection: food
  • 2. Average spending on Mother's Day food, overall and by retailer
  • 3. Detailed drivers of store selection: food
  • 4. Retailers used: food and drink gifts
  • 5. Buying penentration and spend by product: food and drink gifts
  • 6. Retailers used: home wares
  • 7. Buying penentration and spend by product: home wares
  • 8. Retailers used: clothing
  • 9. Buying penentration and spend by product: clothing
  • 10. Retailers used: plants and flowers
  • 11. Buying penentration and spend by product: plants and flowers
  • 12. Retailers used: books
  • 13. Buying penentration and spend by product: books
  • 14. Retailers used: music and film
  • 15. Buying penentration and spend by product: music and film
  • 16. Retailers used: jewellery
  • 17. Buying penentration and spend by product: jewellery
  • 18. Retailers used: electrical goods
  • 19. Buying penentration and spend by product: electrical goods
  • 20. Retailers used: beauty and personal care
  • 21. Buying penentration and spend by product: beauty and personal care
  • 22. Retailers used: gardening and DIY
  • 23. Buying penentration and spend by product: gardening and DIY
  • 24. Retailers used: stationery
  • 25. Buying penentration and spend by product: stationery

List of Figures

  • 1. How consumers feel in financial terms compared to last Mother's Day
  • 2. How Valentine's spending this year compares to last year
  • 3. Percentage of consumers partaking in Mother's Day
  • 4. Ways consumers paid for Mother's Day spending this year
  • 5. What people did to celebrate Mother's Day
  • 6. Which retailers were best at promoting Mother's Day?
  • 7. Consumer attitudes towards Mother's Day
  • 8. Retailer ratings for Mother's Day: price
  • 9. Retailer ratings for Mother's Day: quality
  • 10. Retailer ratings for Mother's Day: range
  • 11. Retailer ratings for Mother's Day: display
  • 12. Retailer ratings for Mother's Day: products
  • 13. Retailers used for Mother's Day food shopping
  • 14. Main retailers used for Mother's Day food shopping
  • 15. Buying dynamics: fresh meat
  • 16. Buying dynamics: fresh vegetables
  • 17. Buying dynamics: fish
  • 18. Buying dynamics: meal deals and ready meals
  • 19. Buying dynamics: deli products
  • 20. Buying dynamics: baking ingredients
  • 21. Buying dynamics: chocolates and sweets
  • 22. Buying dynamics: biscuits and cakes
  • 23. Buying dynamics: desserts and puddings
  • 24. Buying dynamics: wine
  • 25. Buying dynamics: champagne
  • 26. Buying dynamics: other alcohol
  • 27. Buying dynamics: Soft drinks
  • 28. Buying dynamics: tea and coffee
  • 29. Who did you purchase Mother's Day products for this year?
  • 30. Average total spending by gift type
  • 31. Buying penetration: food and drink gifts
  • 32. Buying penetration by demographic: food and drink gifts
  • 33. Buying penetration: home wares
  • 34. Buying penetration by demographic: home wares
  • 35. Buying penetration: clothing
  • 36. Buying penetration by demographic: clothing
  • 37. Buying penetration: plants and flowers
  • 38. Buying penetration by demographic: plants and flowers
  • 39. Buying penetration: books
  • 40. Buying penetration by demographic: books
  • 41. Buying penetration: music and film
  • 42. Buying penetration by demographic: music and film
  • 43. Buying penetration: jewellery
  • 44. Buying penetration by demographic: jewellery
  • 45. Buying penetration: electrical goods
  • 46. Buying penetration by demographic: electrical goods
  • 47. Buying penetration: beauty and personal care
  • 48. Buying penetration by demographic: beauty and personal care
  • 49. Buying penetration: gardening and DIY
  • 50. Buying penetration by demographic: gardening and DIY
  • 51. Buying penetration: stationery
  • 52. Buying penetration by demographic: stationery
  • 53. Buying penetration: experience
  • 54. Buying penetration by demographic: experience
  • 55. Buying penetration: vouchers and money
  • 56. Buying penetration by demographic: vouchers and money
  • 57. Purchasing sales channels for seasonal non-food
  • 58. Average spend on seasonal non-food products
  • 59. Buying dynamics: cards
  • 60. Buying dynamics: gift wrap
  • 61. Buying dynamics: gift bags
  • 62. Buying dynamics: gift wrapping accessories
  • 63. Buying dynamics: decorations for the home
  • 64. Buying dynamics: sellotape
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