Tesco still ‘top dog’ with shoppers

180220131218Tesco’s stuttering turnaround may be raising a few eyebrows in the City but nearly half of all UK shoppers believe it is supporting them in everyday life, according to a study by FMCG Republic, a newly created division of ZenithOptimedia.
The study, which quizzed 1,100 British parents to discover which brands they believe support them in every day family life, claims to call into question widely-held beliefs about the retail industry and underpin the significance of brand identity.
When British parents were asked to choose which brands and supermarkets they feel support them in their everyday lives – and they simply could not live without – 44% of respondents answered Tesco, 33 % cited Asda and 26% chose Sainsbury’s.
Budget brands, which often referenced as bucking the retail downturn such as Lidl and Aldi, appear to be lacking in brand identity and carry little weight with shoppers in terms of lifestyle choice. However, they are performing well financially and winning the footfall race.
Equally, high-end retailers such as Waitrose and Marks and Spencer – although revered for quality – are seen not to be providing the same level of support families as their middle-market counterparts, with 18% and 15% of respondents citing them as ‘supportive’ respectively.
Further interviews revealed that Tesco is seen by 76% of respondents as supporting them in healthy eating, while a third (33% ) cite managing their finances as an issue supported by the retailer, reflecting the supermarket’s objective to be seen as a major player in financial services.
In the same study, technology and media brands such as Apple and Google – traditionally seen as the preserve of a younger childless demographic – are becoming more integral to parental life.  Almost one fifth (19%) of British parents asked cited Apple as a supportive brand which they could not do without, while Google was cited by 55% of respondents asked the same question.
FMCG Republic boss Natalie Cummins said: “This study reveals some exciting trends and we only have to look at brands like Tesco and Asda which remain dominant in the retail space, successfully positioning themselves as brands which consumers ‘just can’t live without’. The findings reinforce that middle-market supermarkets have created a strong brand identity built on the perception they help families’ day-to-day lives and wellbeing.
“What is particularly telling is the polarisation between high-end and budget brands when compared with middle-market supermarkets. Tesco and Asda have done particularly well, with Sainsbury’s following close behind. What we are seeing is a new generation of family emerging with different needs and aspirations on what is important to domestic life. The middle-market clients have done particularly well at catering to this new type of shopper and it shows.”

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2 Comments on "Tesco still ‘top dog’ with shoppers"

  1. RT @DM_editor: Tesco still number one in the popularity stakes with shoppers, says Zenith study http://t.co/pqKQS7OuOa #digitalmarketing #d…

  2. RT @DM_editor: Tesco still number one in the popularity stakes with shoppers, says Zenith study http://t.co/pqKQS7OuOa #digitalmarketing #d…

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