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The latest grocery share figures from Kantar Worldpanel for the 12 weeks ending 29 March, show that Aldi has become Britain’s sixth largest supermarket.
Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, explains: “Aldi has recorded double-digit sales growth for the past four years and is now Britain’s sixth largest supermarket with 5.3% of the market. Growth has been fuelled by over half a million new shoppers choosing to visit Aldi this year and average basket sizes increasing by 7%. The German discounter’s sales have increased by 16.8% in the latest period, still high compared to other retailers but slower relative to its recent performance.”
Lidl and Waitrose were the only other retailers to grow sales ahead of the market and increase their market share in the latest period. Waitrose increased its sales by 2.9% compared with this time last year and now accounts for 5.1% of the grocery market. Waitrose has grown its sales in an unbroken run stretching back to March 2009. Lidl’s 12.1% sales growth moved it up to a 3.7% share of the market.
Sainsbury’s is back in growth this period for the first time since August 2014. It has brought in more shoppers, grown sales by 0.2%, and as a result has slowed the rate at which it is losing market share – down just 0.1 percentage point to 16.4%. Tesco also grew sales, up 0.3%, while Asda and Morrisons declined by 1.1% and 0.7% respectively.
Fraser McKevitt continues: “The changing structure of Britain’s supermarket landscape is illustrated by two facts. Firstly, the so called discounters Aldi and Lidl now command a combined 9.0% share of the market. In 2012 the same two retailers only accounted for 5.4% of grocery sales. Secondly, the 72.8% share taken by the biggest four retailers is now at the lowest level in a decade.”
Across the market consumers are continuing to benefit from falling prices. All major supermarkets are offering higher levels of promotion and as a result groceries are now 2.0% cheaper than they were a year ago.
How Health-Related Claims And Symbols Impact Consumer Behaviour
A cutting-edge research project comprising research institutes and communication experts across Europe has set out to study the role of health-related claims and symbols in consumer behaviour.
One of the goals of CLYMBOL is to understand how claims and symbols appear on food and drink products, in their context, and how this information can help guide consumer behaviour. In addition, a toolbox will be produced to support guidance in measuring the impact of claims and symbols on understanding, purchase and consumption behaviour. Findings will be used to design better communication activities and draw implications for policy makers and the European food industry.
There are 14 partners working on the CLYMBOL project, which is more than half way through its planned four years. It is split into six main work areas and receives partial funding from the European Union’s Seventh Framework Programme for research, technological development and demonstration.
The project’s first work area focusses on the history of health-related claim and symbol use across EU member states; their current prevalence on food packaging and in which context the claims and symbols appear. Among other things, 53 European key representatives from national food authorities, representatives of the food industry and consumer organisations were interviewed. Results showed that there are vast differences in Europe when it comes to how health claims and symbols have been regulated before 2006, and how their use was monitored. The stakeholder groups did express a strong interest in evaluating the impact of health claims and symbols, in particular (1) the role of health claims and symbols in consumer behaviour; (2) their impact on public health; and (3) economic effects. Building on these findings, researchers have sampled more than 2,000 food and drink products in five EU member states and are currently analysing the packaging for product- and health-related information. They are reviewing which claims and symbols are found, how they are classified and the nutritional composition of foods carrying those claims and symbols.
Consumer needs and wants with regards to health claims and symbols are important to identify in CLYMBOL. In a second work area of the project, the researchers are looking at consumer models of health (e.g. their beliefs and inferences related to specific health outcomes) and how they use these models to interpret nutrition and health claims. Furthermore, an online study of European consumers in 10 countries was undertaken to assess how motivated and able food shoppers were in processing health claims and symbols on food products, and whether there are country-specific or segment-specific differences, such as social demographics. In general, European consumers’ motivation and ability to process health claims differed little between claims and symbols. How motivated people were to process health-related claims depended strongly on their ‘need for information’, while ‘subjective knowledge about the healthiness of food’ correlated strongly with how able people were to process claims.
A methodological toolbox will be developed, as part of the third work area, to enable researchers and other stakeholders such as public authorities, industry and consumer organisations to measure the impact of health claims and symbols on consumer understanding, purchase and consumption behaviour. The toolbox will cover a range of tested and validated methods, explaining how to apply each technique; which research questions are most suitable and how to undertake the analysis and interpretation. The toolbox will be made publicly available at the end of the project.
In work area four, a wide range of European studies will be undertaken to empirically investigate the effects of health claims and symbols on consumer understanding, purchase and consumption behaviour. This will take the form of in-store and experimental studies in selected supermarkets. Methods that will be applied include eye-tracking of consumers, household panel data, surveys and actual food and nutrient intake during consumption. This work will be completed by early 2016.
The implications of findings from work areas one to four for different stakeholders (consumers, industry, retailers, non-governmental organisations, policy makers and others), including actionable recommendations for communication and education around health claims and symbols, will be analysed in the fifth work package. Furthermore, researchers will study the effect on consumer awareness, perception and understanding of a social media-based health logo campaign, which ran in the Netherlands in 2014.
The project also has a separate work area which focusses on the dissemination and communication of CLYMBOL. All project information can be accessed through the project website at www.clymbol.eu.
For further information please see:
Hieke, S., Kuljanic, N., Wills, J. M., Pravst, I., Kaur, A., Raats, M. M., van Trijp, H. C. M., Verbeke, W. and Grunert, K. G. (2015). The role of health-related claims and health-related symbols in consumer behaviour: Design and conceptual framework of the CLYMBOL project and initial results. Nutrition Bulletin 40(1): 66-72.
Brits Skip Traditional Breakfast And Scoff Leftover Takeaway: Research Reveals Brits' Bad Breakfast Habits
New research has revealed that over a third of Brits have eaten leftover takeaway for breakfast, according to a survey commissioned by new breakfast drink Up&Go.
Despite knowing the importance of a nutritious kick-start, many people have unhealthy breakfast habits. With the growing trend for the bulletproof breakfast (black coffee with butter) it is perhaps no surprise that half of all Brits forgo food for coffee in the mornings.
However more worryingly over a third of those surveyed have eaten chocolate or crisps for breakfast and 25% get their morning boost from energy drinks.
While it's heralded as the most important meal of the day 46% of Brits still say it is the meal they are most likely to miss, with 60% admitting to skipping breakfast at least once a week.
It's not just breakfast Brits will skip, with over 20% of Brits prepared to go without a shower and a shocking 10% willing to not brush their teeth for an extra ten minutes in bed in the morning.
The Scots (28%) and the Irish (30%) are the biggest offenders on skipping the shower whilst those from Yorkshire (13%) are the most likely to dodge the toothbrush.
Our modern lifestyles mean that sitting down to breakfast is becoming a thing of the past, with 40% of people eating breakfast away from the kitchen table and bizarrely 2% of us even admitting to eating breakfast whilst on the loo!
Breakfast is no longer something to ponder over but something to fit in whilst we multi task our lives, with 40% of people surfing the internet or checking their social media whilst eating breakfast and 56% of Millenials (16-20) focusing on logging on rather than filling up.
Up&Go, Australia's number one breakfast, is specifically designed for busy mornings when you might be tempted to skip. The awesome, nutritious breakfast in a convenient drink is packed with all the protein, calcium and fibre of a bowl of cereal and milk making it perfect for busy lives.
Nutritionist Amanda Hamilton says, “There's no denying that a good breakfast sets you up for the day but for many people, it's simply not practical. I wasn't surprised that the survey found that over a third of 16-20 year olds admitted eating leftover takeaway from breakfast. I've got fast-growing teenagers at home and unless they can throw something in their backpack, breakfast often won't happen or they may replace it with a less healthy alternative. I am keen for them to hit some of their nutritional targets at the beginning of the day and Up&Go, which contains wholegrain oats, sustaining protein and is a great source of calcium, ticks many boxes.”
Up&Go's UK Marketing Director Rosie Foster-Carter says, “With 40% of people consuming breakfast away from the kitchen table we understand that not everyone has time to sit down at home for breakfast. Up&Go provides these busy people with a nutritious and convenient option giving them the freedom in the morning's to make the most of their day.”
Available in three delicious flavours, chocolate, vanilla and strawberry, Up&Go is available in the cereal aisle of major supermarkets now, with an RRP of £1.39 per carton. So ensure you and your family are ready to make the most of the day and get Up&Go!