COP Practical: Supermarket Research

The UK supermarket sector is dominated by 4 major brands; Tesco, Asda, Sainsburys and Morrisons, however in recent years the other major players include discounters Aldi and Lidl and high-end supermarket Waitrose are gaining market share rapidly, while the big four are losing out. Each of these brands appeal to a different target market and are all fighting for increased market share in this highly lucrative and competitive market.

Below is a short summary of who the current customers are for each retailer and what area of the overall market they occupy.

Asda is the third largest of the big four with a 16.8% market share and is a low-price, mass market retailer. It's target customers are predominantly female aged 40-54, who have children and have a disposable income of less than £125 per month.

Morrisons are the fourth biggest retailer in the UK and currently hold a market share of 11.3%. Thier current customers are predominantly females aged 55+, who have children and a disposable income of between £125 - £499 per month.

Sainsburys is the second largest of the retailers with a market share of 16.9%. Thier current target market are aged 55+, who have children and a disposable income of between £125 - £499 per month.

Tesco is the largest retailer in the UK and currently has a market share of 29.1%. It's current target customer is aged 25-39, who have one child and a disposable income of between £125 - £499 per month.

Waitrose is the sixth largest retailer in the UK and currently has a market share of 5.1%. It's current target customer is aged 55+, who have one child and a disposable income of £1,000 per month.