Low prices and cleanness self-evident in the UK

According to Jonathan Banks, research director of Nielsen UK, low prices have become a precondition of competitiveness in the UK. Tesco ranks third globally among food retail enterprises and is present in 16 countries. There are also two chains which operate inside the UK only. However, Sainsbury’s ranks 25th while Morrisons is 30th on the global top list. Everybody in the UK knows the four or five leading chains. The diversity of the assortment and the quality of products are the primary considerations for British consumers in choosing a store. Ease of parking, hygiene and cleanness of the store interior have finished in the last third among priorities, as the latter two are self-evident. The need for a diverse assortment is good for manufacturers of smaller brands intended to fill market gaps. It is also good for big manufacturers because it leaves a lot of room for innovation. The “wide assortment of high quality products and brands” ranking second among priorities was only 5th at the time when the previous survey was conducted. This is a favourable development for premium brands. “Finding what I need easily” has come up to third place on the top list of priorities. A logical placement of goods and informative signs are greatly appreciated. “Finding everything I need in one store” has also come third. 16 percent of consumers in the UK generally visit only one store. It seems to be a good idea to focus on a wide assortment and good quality, rather than selling items like TV-s. The importance of private labels, good service and quick payment have also increased since the last survey.