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And, according to Marketing's OMD Snapshots survey, supermarkets are also doing well to attract consumers from the CDE social classes.

The results come as Boots faces greater pressure from supermarkets. Last week it announced it was to focus on brand rather than price promotions at the same time as slashing its marketing spend by 15% (Marketing, June 5).

Almost half the 1023 respondents shopped most often at Boots for toiletries and cosmetics. Of these, 54% were female and 59% from the AB social class.

Tesco, in second place at 31%, tended to attract more men over 35 from the CDE social classes.

Superdrug, in fourth place and named by 25% of respondents, was most cited by 15- to 17-year-old CDE females, while Sainsbury's, in fifth place with 24%, was most popular with women aged over 35 from the CDE classes.

COSMETICS
Where do you buy your cosmetics and toiletries from most often?
Boots                            48%
Tesco                            31%

Other supermarket 26%

Superdrug 25%

Sainsbury's 24%

Other retailer 22%

Asda 18%

Department store 7%

For enquiries about OMD Snapshots call 020 7893 4124