Keep up with #FMCG market #Trends #Shopping #Behavior Changes

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1 Keep up #FMCG market #Trends #Shopping #Behavior Changes Fast Moving Consumer Trends Report 2018 I Introduction 1

2 Fast Moving Consumer Trends Report Overview UNDERSTAND YOUR CUSTOMERS PURCHASE BEHAVIOR IN FMCG With more than 350 stores to be opened also in 2018, the split between modern and traditional trade will be further reconfigured. Up-trading is getting lower, while the year started higher volume driven by frequency. On top, inflationary pressure is getting higher as a result of economic factors. For the year ahead, we expect for the FMCG players to face more competitive pressure brought by the macro changes as well as by shoppers shifting expectations. WE ARE THE TRUSTED PARTNER FOR FMCG TRENDS I like very much the report, is very useful Marketing Manager - FMCG Retailer I trust GfK expertise and trends dynamics Country Marketing Manager - FMCG Manufacturer WHAT DRIVES FMCG EVOLUTION TRADE SCENE CHANGES CATEGORIES EVOLUTION Shopping behavior (less/more often purchases, higher/lower basket size) Basket structure (up-/down-trading) Who is changing the most the FMCG purchase behavior? International Key Accounts Updates (news, stores openings, etc) Trade Structure in FMCG Top retailers market share development Key category segments mapping by size & development Drivers behind their evolution (number of buyers, purchase frequency, spend per trip) Promotional purchases Private Labels development METHODOLOGY: The primary data used in this report comes from our grocery shopper panel, on which we continually measure the purchasing behavior of 3,000 demographically-representative households in Romania DELIVERY FREQUENCY: Yearly (full year 2018 vs 2017) or Quarterly (2018 vs 2017) DELIVERY FORMAT: power point report key insights included I standard output TIMING: Yearly Report after signed contract; Quarterly Report 1,5 months after ending period COST: Yearly Report 1,900 euro; Quarterly Report 6,500 euro excl. VAT 2

3 There is never a dull moment in grocery market Discounters are starting to diversify in terms of shops dimension Hypermarkets have furtherly improved in store layouts Organic and bio products are growing in assortment More shops are aligning to shoppers need to live & eat healthy Modern trade gains momentum through proximity formats 3

4 What drives FMCG sales evolution Change [%] Change vs. similar period [%] FMCG Value RON [Change vs. similar period %] FMCG Value Deflation** Volume % Uptrade Frequency [#] Av. Spend per trip [RON] FMCG [absolute figures] HHs Distribution % [2017] FMCG Value Share Spend per trip (RON) Purchase Frequency Spend per trip [RON] Frequency [#] Young Mature <6 yrs 6-18 yrs Senior Retired Young Mature <6 yrs 6-18 yrs Senior Retired Output Examples I Fast Moving Consumer Trends Report

5 Trade scene changes Hypermarkets Supermarkets Discounters Modern Proximity Other Modern Trade Traditional Trade FMCG Value Share % Penetration [%] Frequency [#] Spend per trip [RON] Hypermarkets Supermarkets Discounters Modern Proximity Cash & Carry Traditional Trade Large Baskets / 10+ products FMCG [Value, %] Top 10 Retailers FMCG [Value Share %] Shop evolution (no. of stores) Dec. 2014Dec Dec Dec Output Examples I Fast Moving Consumer Trends Report

6 Value Share Change pp. [2017 vs 2016] Value Change % [2017 vs 2016] Categories evolution and drivers. Value Change % Value share in FMCG [2017] Fresh Food Packed Food Beverages Personal Care Home Care Value Share % [2017] Wine & Spirits Canned Food Paper Products Laundry Water Snacks Household Cleaning Vegetables & Fruits Oral Care Soft Drinks Fresh Meat Body Care Confectionary Dairy Hair Care Value Change [%] Penetration Frequency Spend per trip Change % Promo in FMCG [absolute figures] Spend per trip [RON] Frequency [#] FMCG Private Labels / Promo market share [2017] Value Share % [2017] Output Examples I Fast Moving Consumer Trends Report

7 Contact Gabriela Luca Group Account Manager Consumer Panel Services M Gabriela.luca@gfk.com Romania 7