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MP52240

MAPS C2DE CONSUMER : JUNE 2000

Overview

Editor: Market Assessment

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This report covers: clothes, shopping for food, spending on home, leisure pursuits, shopping, MOSAIC Classification, ACORN classification, pesion schemes, advertising, marketing, fliers, leaflets, middle market, men's fashion outlets, discount fashion retailing, quality versus designer, organic foods, ready meals, DIY, improvements, decoration, TV, pubs, eating out, computer games,

Companies covered include: Top Shop, New Look, Matalan, C & A,

Table of Contents
Executive Summary
Back to Consumer & Household Services, General Lifestyle Factors Index and Shopping Cart
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TABLE OF CONTENTS

1. Introduction and Definition

Definition

Clothes

Shopping for Food

Spending on the Home

Leisure Pursuits

2. Executive Summary

Clothes

Shopping For Food

Spending on the Home

Leisure Pursuits

3. Strategic Overview

‘We’re all Middle Class Now’ — Does the Working-Class

Consumer Still Exist?

Changes in the Balance of Society — and How Consumers Describe Themselves

Figure 1: The Population of Great Britain

by Social Grade ( percent), 1991, 1994 and 1999

Table 1: The Population of Great Britain

by Social Grade ( percent), 1991, 1994 and 1999

How to Classify Consumers?

Social Grade

SEC

Table 2: Social Grade Classifications

Table 3: National Statistics Socio-Economic Classification

Other Classification Systems

Table 4: ACORN Classification

Table 5: MOSAIC Classification

Figure 2: MOSAIC Classification

The C2DE lifestyle

Better Access to Higher Education — Up to a Point

Table 6: Participation Rates in Higher Education

by Social Class ( percent), 1991/1992-1998/1999

Pension Provision

Table 7: Current Pension Scheme Membership by Sex

and Socio-Economic Group ( percent of employees), 1998

Figure 4: Current Pension Scheme Membership by Sex

and Socio-Economic Group ( percent of employees), 1998

Drinking and Smoking

Table 8: Cigarette-Smoking Status by Sex and

Socio-Economic Group of Head of Household ( percent of adults), 1998

Availability of Transport

Table 9: Maximum Daily Amount of Alcohol Consumed in the Last Week

by Sex and Socio-Economic Group of Head of Household ( percent of adults), 199819

Table 10: Availability of a Car or Van by Socio-Economic Group of

Head of Household ( percent of households), 1998

Figure 5: Availability of a Car or Van by Socio-Economic Group of

Head of Household ( percent of households), 1998

Spending by C2DE consumers

Table 11: Household Expenditure by Social Class of Head of Household (£), 1998-1999

Table 12: Household Expenditure by Social Class of Head of Household ( percent), 1998-1999

Advertising and Marketing to C2DEs

Table 13: Attitudes to Fliers and Leaflets Compared With

Television Advertising, by Socio-Economic Group ( percent of adults), 200024

Figure 6: Attitudes to Fliers and Leaflets Compared With

Television Advertising, by Socio-Economic Group ( percent of adults), 2000 25

Figure 7: Attitudes to Companies Having Information About Purchasing Habits, by Socio-Economic Group ( percent of adults), 2000

Table 14: Attitudes to Companies Having Information About

Purchasing Habits, by Socio-Economic Group ( percent of adults), 2000

4. Clothes

BACKGROUND: expenditure on clothing

Table 15: Annual Household Expenditure on Clothing and

Footwear — Four Lowest Income Decile Groups (£), 1998-1999

RECENT TRENDS

The Decline of the Middle Market

A Bad Time for Men’s Fashion Outlets

The Popularisation of the Designer Brand

The Boom in Discount Fashion Retailing

Retail Developments

Top Shop

New Look

Matalan

C&A

The Consumer

Table 16: Attitudes to Buying Designer Clothes from

Different Types of Outlet by Socio-Economic Group ( percent of adults), 199931

Figure 8: Attitudes to Buying Designer Clothes from

Different Types of Outlet by Socio-Economic Group ( percent of adults), 1999 32

Table 17: Attitudes to Buying Designer Clothes in High Street Outlets and

Supermarkets: C2DEs and ABC1s by Demographic Subgroup ( percent of adults), 199935

Table 18: Attitudes to Buying Designer Clothes: C2DEs and ABC1s by Demographic Subgroup ( percent of adults), 1999

Table19: Quality Versus Designer Name by Socio-Economic Group ( percent of adults), 2000

Table 20: Quality Versus Designer Name — C2DEs by

Demographic Subgroup ( percent of adults), 2000

Marketing and Advertising

Future Prospects

5. Shopping for Food

Background: Expenditure on Food

Table 21: Weekly Household Expenditure on Food and

Non-Alcoholic Drinks — Four Lowest Income Decile Groups, (£), 1998-199942

Table 22: Weekly Household Expenditure on Food and Non-Alcoholic

Drinks as a percentage of All In-Home Food Expenditure — Four Lowest Income Decile Groups,1998-1999

Food Retailing and the C2DE Shopper

CHOICE OF SUPERMARKET

Table 23: Consumer Choice of Supermarket by

Social Grade ( percent of adults), 1999

Figure 12: Consumer Choice of Supermarket by

Social Grade ( percent of adults), 1999

Supermarket Price Wars

Table 24: Attitudes Towards Organic Foods by

Socio-Economic Group ( percent of adults), 1998

Figure 13: Attitudes Towards Organic Foods by

Socio-Economic Group ( percent of adults), 1998

Food Discount Retailers

Table 25: The Leading Supermarket and Superstore Chains in the UK Food

Market by Market Share by Value ( percent), December 1998

Figure 14: The Leading Supermarket and Superstore Chains in the UK Food

Market by Market Share by Value ( percent), December 1998

the consumer

Table 26: Attitudes to Supermarket Ready Meals by

Socio-Economic Group ( percent of adults), 1999

Figure 15: Attitudes to Supermarket Ready Meals by

Socio-Economic Group ( percent of adults), 1999

Table 27: Attitudes to Luxury and Standard Supermarket Ready Meals —

C2DEs and ABC1s by Demographic Subgroup ( percent of adults), 1999

Table 28: Those Who Are Not Interested in Buying Ready Meals —

C2DEs and ABC1s by Demographic Subgroup ( percent of adults), 1999

Table 29: Attitudes to Supermarket Fresh Food Counters and to Shopping in

Small Local Shops by Socio-Economic Group ( percent of adults), 1999

Figure 16: Attitudes to Supermarket Fresh Food Counters and to Shopping in

Small Local Shops by Socio-Economic Group ( percent of adults), 1999

Table 30: Attitudes to Supermarket Fresh Food Counters and to Shopping in

Small Local Shops — C2DEs and ABC1s by Demographic

Subgroup ( percent of adults), 1999

Advertising and Marketing

Future Prospects

6. Spending on the Home

Background: Household Tenure

Table 31: Household Tenure by Socio-Economic Group

( percent of households), 2000

Figure 17: Household Tenure by Socio-Economic Group

( percent of households), 2000

Table 32: Household Tenure — Profiles by

Socio-Economic Group ( percent of households), 2000

Figure 18: Household Tenure — Profiles by

Socio-Economic Group ( percent of households), 2000

Table 33: Home Owners — C2DEs by Demographic

Subgroup ( percent of adults), 2000

Table 34: Those in Rented Accommodation — C2DEs by

Demographic Subgroup ( percent of adults), 2000

Background: Expenditure on Household Goods

Table 35: Annual Household Expenditure on Household Goods —

Four Lowest Income Decile Groups (£), 1998-1999

Figure 19: Annual Household Expenditure on Household Goods —

Four Lowest Income Decile Groups (£), 1998-1999

Ownership of Household Durables

Table 36: Ownership of Household Durables by Socio-Economic Group of

Head Of Household ( percent of households), 1998

Figure 20: Ownership of Household Durables bySocio-Economic Group of

Head Of Household ( percent of households), 1998

Targeting the C2DE Home Improver

Figure 21: Those Agreeing That ‘I Look Forward to Gardening or Doing DIY at Home at The Weekend’ by Socio-Economic Group ( percent of adults), 1997 69

Table 37: Those Agreeing That ‘I Look Forward to Gardening or Doing DIY

at Home at The Weekend’ by Socio-Economic Group ( percent of adults), 199769

Figure 22: Those Who Regularly Spend Money on Home Improvements

by Socio-Economic Group ( percent of adults), 2000

Table 38: Those Who Regularly Spend Money on Home Improvements

by Socio-Economic Group ( percent of adults), 2000

the consumer

Figure 23: Home Improvements — Attitudes and Behaviour by

Socio-Economic Group ( percent of adults), 2000

Table 39: Home Improvements — Attitudes and Behaviour by

Socio-Economic Group ( percent of adults), 2000

Table 40: Home Improvements and Decoration — C2DEs by

Demographic Subgroup ( percent of adults), 2000

Table 41: Home Improvements and Decoration — C2DE

Profiles ( percent of adults), 2000

Table 42: Those Who Have No Interest in the Appearance of Their Home —

C2DEs by Demographic Subgroup ( percent of adults), 2000

Table 43: Those Who Have No Interest in the Appearance of Their Home —

C2DE Profiles ( percent of adults), 2000

Table 44: Attitudes to Spending on the Home by

Socio-Economic Group ( percent of adults), 1999

Figure 24: Attitudes to Spending on the Home by

Socio-Economic Group ( percent of adults), 1999

Table 45: Attitudes to Spending on the Home — C2DEs and ABC1s

by Demographic Subgroup ( percent of adults), 1999

Advertising and Marketing

Future Prospects

7. Leisure Pursuits

Background: Expenditure on Leisure Services

Table 46: Annual Household Expenditure on Leisure

Services — Four Lowest Income Decile Groups (£), 1998-1999

Figure 25: Annual Household Expenditure on Leisure

Services — Four Lowest Income Decile Groups (£), 1998-1999

Ownership of Consumer Durables

Table 47: Ownership of Consumer Durables by

Socio-Economic Group of Head of Household ( percent of households), 199889

Figure 26: Ownership of Consumer Durables by

Socio-Economic Group of Head of Household ( percent of households), 1998 90

Is Technology Leaving the C2DE Consumer Behind?

The Consumer

Technology and home shopping

Table 48: Internet and Interactive TV — Attitudes and

Behaviour by Socio-Economic Group ( percent of adults), 2000

Figure 27: Internet and Interactive TV — Attitudes and

Behaviour by Socio-Economic Group ( percent of adults), 2000

Table 49: Home Access to the Internet — C2DEs by

Demographic Subgroup ( percent of adults), 2000

Table 50: Home Access to the Internet — C2DE Profiles

( percent of adults), 2000

Table 51: Internet Access at Work and Interest in Interactive TV — C2DEs

by Demographic Subgroup ( percent of adults), 2000

Table 52: Internet Access at Work and Interest in

Interactive TV — C2DE Profiles ( percent of adults), 2000

Computer Games

Table 53: Computer Games Usage by

Socio-Economic Group ( percent of adults), 2000

Figure 28: Computer Games Usage by

Socio-Economic Group ( percent of adults), 2000

Table 54: Computer Games Usage — C2DEs by

Demographic Subgroup ( percent of adults), 2000

Table 55: Computer Games Usage — C2DE Profiles

( percent of adults), 2000

Pubs and Eating Out

Table 56: Attitudes to Pubs and Eating Out by

Socio-Economic Group ( percent of adults), 2000

Table 57: Attitudes to Pubs and Eating Out — C2DEs by

Demographic Subgroup ( percent of adults), 2000

Table 58: Attitudes to Pubs and Eating Out — C2DE

Profiles ( percent of adults), 2000

Future Prospects

8. Sources

9. Glossary of Terms

ABOUT THE SOURCES USED

PROBLEMS IN CALCULATING

EXECUTIVE SUMMARY

There is much evidence that traditional class divisions in Britain have changed over the last century and into 2000; the Labour landslide victory in the 1997 General Election, which was won partly because of the widening of the party's appeal to encompass more middle-class voters, has led to a renewed interest in what has happened to the traditional working classes. There has certainly been a trend towards `upward social mobility' in terms of home ownership and educational achievement for many in social classes C2, D and E, while at the same time there has been a shift towards what has been termed `downward cultural mobility' in the media and in leisure pursuits. This has led to a blurring of class boundaries in recent years, making consumers less easily `pigeonholed' for marketing purposes.

The changing nature of employment in the UK, with a greater emphasis on white-collar jobs in service industries, is one of the factors which have led to an increase in the number of people in the higher socio-economic groupings over the past decade. In particular, there has been a shift within the two `middle' groups, with more people falling into the C1 (clerical and junior managerial) group, and correspondingly fewer in the C2 (skilled manual) category.

CLOTHES

The many changes which are currently taking place in the world of fashion retailing include the decline of the middle market, with High Street retailers losing out both to more upmarket designer outlets, and to discount warehouses. There has also been something of a crisis in men's fashion, with a trend towards stand-alone High Street outlets being replaced by smaller trading units situated within womenswear outlets. Part of the rationale for this lies in the assumption that women have a strong influence on male fashion decisions. However, Market Assessment's research suggests that C2DE men, at least, have a fairly strong interest in designer clothing. (See also Market Assessment's latest report on Clothing Retailing.)

Another trend has been for High Street fashion outlets to turn increasingly to offering designer labels in order to liven up their ranges. Designer brands at discount prices are also increasingly available in supermarkets, as well as in factory outlet villages and discount fashion retailers. The latter — especially in the form of retail clubs in which shoppers receive large discounts on branded and own-brand items in return for a nominal membership fee — have enjoyed a rapid rise in popularity, with a number of chains expanding quickly. Market Assessment's research suggests their appeal is likely to be particularly high among male C2DEs, and those with children.

SHOPPING FOR FOOD

Major food retailers have been concentrating hard on price-cutting activity in recent years, and especially in the wake of Wal-Mart's purchase of ASDA. It is likely that the emphasis will switch more and more towards lower prices, and away from customer service, in the near future.

These strategies on the part of the major retailers may well have a detrimental effect on the `hard discounters' such as Aldi and Netto, which entered the UK market a decade ago, but have managed to acquire only a niche presence, with a mainly C2DE customer base.

Market Assessment's research suggests that, although C2DEs are more likely than ABC1s to look for low prices when shopping for food — for example, by opting for standard rather than luxury ranges of supermarket ready meals — the extent to which this is important does depend to a fairly large extent on household circumstances. Single and childless C2DEs differ less from ABC1s in their willingness to buy luxury ranges than those who are married, and those with children.

SPENDING ON THE HOME

The growth in home ownership over the past few decades has affected the C2DE groups in particular, with a consequent effect on their willingness to spend money on improving their homes. Among Market Assessment's sample, nearly seven in ten C2DEs are homeowners, with one in five in local authority accommodation.

The DIY retail market in the UK is highly competitive, and, like the food sector, has been influenced by the `Wal-Mart effect', with a number of major retailers recently introducing low-price own-brand product ranges, and making price cuts. In the longer term, the globalisation of retail markets may lead to the entry into the UK of home discount stores.

LEISURE PURSUITS

There has been much talk recently about the fact that those in less well-off groups may be being left out of the `technological revolution', with Internet access and ownership of home computers much more widespread among ABC1s. Although a high proportion of the latter own home computers, market trends suggest that C2DEs are still not rushing to buy them, and it seems increasingly likely that the way ahead for Internet access among C2DEs will be through televisions, mobile phones or games consoles rather than through home computers.

Market Assessment's research shows that those in the C1 group are twice as likely, and ABs nearly three times as likely, as C2s or DEs to have made purchases using the Internet. Around one in five C2DEs in the age groups between 35 and 54 admit that, although they have Internet access at home, they have very little interest in using it. It is very likely that many of these `wired-up technophobes' will be parents of children and teenagers who are themselves technically competent, and they may present opportunities if they can be persuaded to overcome their lack of confidence.

Although C2DEs in general have a lower-than-average interest in purchasing through interactive television, the under 25s are as enthusiastic as others in their age group.

There has been a `democratisation' of eating out in recent years, with a proliferation of restaurants and fast food outlets making this more accessible as a leisure activity; a total of six in ten C2DEs say they prefer to eat out than to spend an evening at the pub. Even so, they are more well-disposed towards pubs than ABC1s — and pubs with some form of entertainment are particularly popular with them.

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