瑞典超市matoeppet用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSGrocery

stores:

Matöppetshoppers

in

SwedenConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofMatöppet

shoppers

inSweden:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

Matöppet

shoppers

inSweden

(’’brandusers’’)

againstSwedish

grocery

store

shoppers

ingeneral

(’’category

users’’),

and

theoverall

Swedishonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Sweden)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsMatöppet

is

the

eighth

most

used

grocery

store

in

Sweden

with

ICA

Maxi

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

used

grocery

stores

inSwedenICA

MaxiWillys72%55%Coop52%Lidl44%HemköpCityGrossÖoB27%23%17%MatöppetTempoHandlar’n5%4%4%4Notes:"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=1,013

grocery

storeshoppersConsumer

Insights

Global

as

of

August

2023Sources:Matöppet

shoppers

in

SwedenManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsMatöppet

is

more

popularamongMillennials

thanother

grocery

stores.Traditionsand

anhonest

andrespectable

lifeare

relatively

importanttoMatöppet

shoppers.Itstands

out

that45%

ofMatöppetshoppers

avoid

artificialflavors

andpreservatives.Matöppet

shoppers

access

theinternetviaagaming

console

more

often

thantheaverage

grocery

store

shopper.Matöppet

is

more

popularamong

malegrocery

store

shoppers

than

femalegrocery

store

shoppers.Family

andparentingarerelativelyprevalent

interests

of

Matöppetshoppers.28%

ofMatöppet

shoppers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

Matöppet

shoppersinteract

with

companies

more

oftenthan

other

grocery

store

shoppers.Matöppet

hasalarger

share

ofshoppers

with

ahigh

income

than

other

Carsor

vehicles

are

relatively

popularArelatively

highshare

ofMatöppetshoppers

think

thatterrorism

isanissuethatneedstobeaddressed.Matöppet

shoppers

remember

seeingadson

blogs

and

forums

more

oftenthan

other

grocery

store

shoppers.grocery

stores.hobbiesamong

Matöppet

shoppers.Matöppet

shoppers

are

more

likely

toliveinlarge

citiesthan

grocery

storeshoppers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Matöppet

is

more

popular

among

Millennials

than

other

grocery

storesDemographic

profile:

generationsAgeof

consumersinSwedenBrand

users21%20%20%51%25%4%Category

usersAllrespondents35%35%32%32%12%12%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=53

Matöppet

shoppers,

n=1,013

grocery

storeshoppers,

n=12,167

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Matöppet

is

more

popular

among

male

grocery

store

shoppers

than

femalegrocery

store

shoppersDemographic

profile:

genderGenderofconsumersinSwedenBrand

users66%34%Category

usersAllrespondents50%50%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";

Multi

Pick;

Base:

n=53

Matöppet

shoppers,

n=1,013

grocery

storeshoppers,

n=12,167

allrespondentsSources:Consumer

Insights

Global

as

of

August

202353%

of

Matöppet

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSweden38%24%

24%22%21%

21%21%19%17%16%15%11%10%9%8%8%6%

6%2%2%

2%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuyfoodand

products

foreverydayuse?";Multi

Pick;

Base:

n=53

Matöppet

shoppers,

n=1,013

grocerystoreshoppers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Matöppet

has

a

larger

share

of

shoppers

with

a

high

income

than

other

grocerystoresDemographic

profile:

incomeShare

ofconsumersinSweden

inthehigh,

middle,

andlowthirdsofmonthly

householdgross

incomeBrand

users41%31%29%Category

usersAllrespondents35%33%32%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodandproducts

foreverydayuse?";Multi

Pick;Base:n=53

Matöppet

shoppers,

n=1,013

grocery

store

shoppers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

store

shoppers,

Matöppet

shoppers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSweden

live40%28%27%26%25%24%24%21%13%13%10%

10%9%

9%

9%Two

or

more4%3%

3%Other1%

1%Multi-0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrengenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=53

Matöppet

shoppers,

n=1,013

grocery

store

shoppers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Matöppet

shoppers

are

more

likely

to

live

in

large

cities

than

grocery

storeshoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSweden56%42%42%29%29%19%17%18%18%11%11%8%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthese

stores

do

youregularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=53

Matöppet

shoppers,

n=1,013

grocery

store

shoppers,n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

Matöppet

shoppers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSwedenBrand

users8%85%82%82%8%Category

usersAllrespondents9%9%9%9%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=53

Matöppet

shoppers,

n=1,013

grocerystoreshoppers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedTraditions

and

an

honest

and

respectable

life

are

relatively

important

toMatöppet

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSweden59%

59%51%47%45%47%42%39%39%36%

36%36%35%29%34%34%30%28%22%26%22%15%15%15%14%10%10%9%8%8%Safety

andsecurityAhappyrelationshipAnhonest

andrespectable

lifeHavingagood

timeLearningnew

thingsMaking

myown

decisionsSocial

justice

TobesuccessfulTraditionsAdvancingmy

careerBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=53

Matöppet

shoppers,

n=1,013

grocery

storeshoppers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Family

and

parenting

are

relatively

prevalent

interests

of

Matöppet

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofMatöppet

shoppersinSweden54%

54%49%51%49%46%44%43%40%40%36%34%31%32%32%36%36%34%32%32%32%31%31%30%26%

26%25%25%20%

20%Food

&diningMovies,TVshows&musicFamily

&parentingHistoryFashion&beautyHealth

&fitnessTravelHome

&gardenSportsCareer

&educationBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=53

Matöppet

shoppers,

n=1,013

grocery

storeshoppers,n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Matöppet

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofMatöppet

shoppersinSweden55%42%44%43%43%43%

43%41%40%31%34%

34%34%

29%29%34%32%32%32%32%31%30%27%26%24%24%20%

20%20%18%Cooking/bakingSocializingOutdooractivitiesDoing

sportsandfitnessVideo

gamingCars/vehiclesPetsTech

/computersTravelingPhotographyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=53

Matöppet

shoppers,

n=1,013

grocery

storeshoppers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Matöppet

shoppers

are

more

likely

to

play

basketball

than

other

grocery

storeshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofMatöppet

shoppersinSweden25%23%21%18%

18%17%17%17%15%15%13%15%15%

15%15%15%13%13%9%9%8%7%6%6%5%5%4%

4%2%1%HikingFitness,aerobics,cardioCyclingBasketballGolfSwimming/DivingSoccerCricketDancingRunning/JoggingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=28

Matöppet

shoppers,

n=879grocery

storeshoppers,

n=5,219

all

respondentsConsumer

Insights

Global

as

of

August

202311%

of

Matöppet

shoppers

follow

basketballConsumer

lifestyle:

sports

followedTop10

sports

followed

byMatöppet

shoppersinSweden22%

22%17%16%

16%13%11%11%11%8%8%8%8%7%6%6%5%

5%5%

5%5%

5%4%4%3%

3%3%3%1%

1%Field

hockeySoccerIceHockeyBasketballHandballSwimming/divingGolfMotorsportsTennisAmericanfootballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;

Base:

n=17

Matöppet

shoppers,

n=638grocery

storeshoppers,

n=3,856

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

food•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

45%

of

Matöppet

shoppers

avoid

artificial

flavors

andpreservativesConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninSweden58%54%

54%45%36%

36%34%32%29%

29%27%

27%22%

22%15%Iactively

trytoeathealthyIavoid

artificialflavorsandpreservativesItrytoavoidplasticpackagingwhen

buying

foodFood

mustbeconvenient

andfastItrytoeat

lessmeatBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

for

everyday

use?";Multi

Pick;

Base:

n=53

Matöppet

shoppers,

n=1,013

grocery

storeshoppers,n=2,029

all

respondentsConsumer

Insights

Global

as

of

August

202328%

of

Matöppet

shoppers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSweden38%38%37%26%26%26%24%24%21%13%12%

11%2%Innovators1%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthese

storesdo

youregularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=53

Matöppetshoppers,

n=1,013

grocery

storeshoppers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Matöppet

shoppers

think

that

terrorism

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Sweden

accordingtoMatöppet

shoppers61%

61%52%

53%51%46%42%45%42%35%34%40%39%32%31%30%36%34%34%27%32%32%32%32%31%31%30%28%21%

21%CrimeEconomicsituationRising

prices/inflation/cost

of

livingHousingEnvironment

UnemploymentEducationImmigrationPovertyTerrorismBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=53

Matöppet

shoppers,

n=1,013

grocery

store

shoppers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

store

shoppers,

Matöppet

shoppers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSwedenBrand

users15%23%51%11%Category

usersAllrespondents25%26%25%35%34%15%26%15%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Fromwhich

ofthese

stores

do

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=53

Matöppet

shoppers,

n=1,013

grocery

storeshoppers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsMatöppet

shoppers

access

the

internet

via

a

gaming

console

more

often

thanthe

average

grocery

store

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSwedenuseregularly

toaccesstheinternet94%93%92%75%72%71%70%62%62%61%60%55%53%50%47%47%47%45%

45%37%36%33%32%25%24%20%19%SmartphoneSmart

TVLaptopGaming

consoleBrand

usersTabletStreaming

deviceAllrespondentsDesktop

PCSmart

speakersSmartwatchCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

you

regularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=53

Matöppet

shoppers,n=1,013

grocery

store

shoppers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Matöppet

shoppers

interact

with

companies

more

often

thanother

grocery

store

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSweden

by

type67%66%64%63%57%45%51%51%

51%46%40%42%42%39%38%23%

23%30%36%29%28%34%34%34%32%31%29%28%14%

14%8%

8%

7%8%6%

6%Liked

postsbyotherusersFollowedpeopleSentprivatemessagesPostedpictures/videosFollowedcompaniesCommentedon

postsSharedpostsbyother

usersLikedcompanypostsSharedcompanypostsPosted

texts

Ihaveonly

Ihaven’t

used/statusupdatesused

social

social

mediamediapassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

storesdo

you

regularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=53

Matöppet

shoppers,n=1,013

grocery

store

shoppers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

2023Matöppet

shoppers

tend

to

read

online

magazines

more

often

than

grocerystore

shoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSweden

havebeen

using

inthepast4weeks77%71%

72%71%69%68%66%

59%59%66%59%62%58%58%57%55%45%47%34%45%

40%44%43%33%40%32%31%30%17%21%

14%14%19%DigitalvideocontentTVDigitalmusiccontentRadioOnlinenewswebsitesMovies

/cinemaDailynewspapersPodcastsMagazinesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

stores

do

youregularly

buy

food

and

products

foreverydayuse?";Multi

Pick;Base:n=53

Matöppet

shoppers,

n=1,009

grocery

storeshoppers,

n=6,071

all

respondentsConsumer

Insights

Global

as

of

August

2023Matöppet

shoppers

remember

seeing

ads

on

blogs

andforums

more

oftenthan

other

grocery

store

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereMatöppet

shoppersinSweden

havecome

across

digitaladvertisinginthepast4weeks42%45%43%42%41%

41%38%38%37%34%31%30%30%30%28%28%23%26%26%24%21%

21%19%

19%19%19%18%17%15%14%Video

portals

Search

engines

OnlinestoresSocial

mediaBlogs/forumsMusicportalsVideo

games

Video

streamingservicesEditorialwebsitesandappsNewslettersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:n=53

Matöppet

shoppers,n=1,013

grocery

store

shoppers,

n=12,167

all

respondentsConsumer

Insights

Global

as

of

August

202345%

of

Matöppet

shoppers

remember

ads

they

saw

out-of-homeMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSwedenhave

come

across

non-digital

advertisinginthepast4weeks45%44%44%40%

40%40%

39%34%29%34%34%28%32%31%30%23%30%30%25%24%24%22%17%16%Onadvertising

By

mailshot

/Directly

inthestoreOntheradioAtthemovies/cinemaInprinteddailynewspapersOnTVInprintedmagazinesandjournalsspacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;

Base:

n=53

Matöppet

shoppers,n=1,013

grocery

store

shoppe