Grocery Shoppers and Holiday Spending
The Tesco marketing & communications team wanted to gain a deeper understating into consumer spending in the UK during the holiday period.
They wanted to understand how many people would be spending their summer in the UK (or not going on holiday at all), how many would be in self-catering accommodation and just how much they would be likely to spend on their Summer holiday, including all travel, accommodation, food and leisure spending.
Opinium Research carried out an online survey of 2,008 British adults and results were weighted to nationally representative criteria.
69% (of the 1,903 grocery shoppers) claimed to include Tesco on their repertoire with 35% claiming Tesco as their main/ preferred grocers.
18% said they would be ''staying at home/ day trips" and this seemed to indicate more modest ambitions for holiday makers.
Planned holiday spend worked out at £481 per person/ per week:
- Rising to £558 among the 55+ age group
- £485 among Tesco main shoppers
- £584 among Waitrose main shoppers
- Actual 2008 holiday spend was £554
Opinium calculated the planned holiday spend to be, on average, just 87% of last year's:
- In 2008, 8% spent Over £1,100 per person/ per week
- In 2009 5% plan to spend that amount
Contact us at info@opinium.co.uk to learn more about this case study.
