This Supermarket UK study, powered by SpaceID, uncovers peoples’ real motives and emotional values by measuring subconscious reactions to 210 key words. Its findings show two supermarkets - Sainsbury’s and the Co-Operative - are best suited to capitalise on this new battleground of Community (the importance of their neighbourhoods, friends and family) and Pleasure (self-gratification and enjoyment of life). These will become increasingly important in 2012 to shoppers.

Competitive prices and quality, while important are ubiquitous and increasingly less of a differentiator in an economic downturn. The Supermarket UK study suggests that the ‘big six’ supermarkets need to place greater emphasis on fulfilling shoppers’ emotional needs rather than competing squarely on price and quality.

The study reveals how the major supermarkets fare when attracting shoppers who place the greatest importance on Community and Pleasure.

The study shows that for supermarkets to poach shoppers from rivals, they need to target customers seeking Community and Pleasure from their supermarket shopping experience in 2012 from the nearest competitor. For each of the ‘big six’ supermarkets, the study reveals the competitor with the closest value profile, demonstrating potentially the easiest poaching environment for each brand.

In summary, Sainsbury’s and the Co-Op have the highest proportion of regular shoppers with trending values of community and pleasure and as such are well placed to poach additional shoppers from nearest competitors Asda and Tesco who need to up their game to halt a decline in numbers of shoppers. Of the big six supermarkets, Morrisons trails the pack in adopting and promoting values associated with society and enjoyment and will need to reinforce these values to retain its regular customer base, for whom community and pleasure are important, as shopper values begins to shift.