GOING NUTS FOR NUTS DRIVING CONSUMPTION AMONG HOUSEHOLDS. Sarah Mckee Myla Santos

Transcription

1 GOING NUTS FOR NUTS DRIVING CONSUMPTION AMONG HOUSEHOLDS Sarah Mckee Myla Santos

2 DRIVING CONSUMPTION AMONG HOUSEHOLDS What are the latest trends? How is Nuts performing? Who do we target to increase consumption? Image credited to 2

3 HOW DOES HOMESCAN MEASURE &INFLUENCE YOUR STRATEGIES? 10,000 household panel 3 levers for Sales Geographically and demographically representative Actual purchases, not claimed How many shoppers? How often? How much per trip? Continuous tracking over time of all purchasing Who to target and what are the opportunities 3

4 WE RE IN A LOW GROWTH ENVIRONMENT +2.7% FMCG SALES Source: Nielsen Homescan Latest 52weeks +2.3% Supermarkets +14.3% Online 4

5 BUT THERE IS GROWTH TO BE FOUND $10.6B $6.3B $5.2B $2B Total Market Growth TOTAL MARKET GROWTH Coles and Woolworths Bricks and COLES & Mortar WOOLWORTHS STORES Source: Nielsen Retail Landscape 2016 Homescan Discount Online Other DISCOUNT STORES ONLINE -$3B OTHER 5

6 HOUSEHOLDS ARE REACTING TO RETAILER STRATEGIES ALL GROCERY Are more households shopping? Are households spending more? Are households shopping more often? Are households spending more per trip? Source: Nielsen Homescan Current year vs year ago 6

7 THE WAY WE SHOP IS CHANGING SHOPPING TRIPS Over 4 times more per year HOUSEHOLDS THAT SHOP AT ALL THREE MAJORS IN A FOUR WEEK PERIOD: 20.3% BASKET SIZE SPEND ON PROMO Source: Nielsen Homescan Current year vs two years ago $2 less per shop 40.5% 7

8 WITH ONLINE POISED FOR GROWTH Currently worth $1.2B AUD, it is the fastest growing channel in Australia 1 in 5 consumers have shopped grocery online in the latest year 93% internet penetration, one of the highest in the world It has reached 2.1% Value Share of Trade for T. Grocery The annual spend per household is $663 with 7 visits on average Source: Nielsen Online Grocery in Australia Report & Nielsen Retail Landscape % Research Online & Purchase Offline 8

9 GROWTH WILL COME FROM DIFFERENT CONSUMERS TODAY ARE WORTH 9% OF THE MARKET 2021 PROJECTED TO BE WORTH 17% OF THE MARKET $6.1B growth MILLENIALS $4.8B growth ETHNIC AUSTRALIANS And their spend is growing 4x faster than others WITH ASIAN AUSTRALIANS: 30% MORE LIKELY TO SPEND MORE ON FRESH 13% LESS LIKELY TO SHOP AT MAJOR SUPERMAKETS 9

10 WHAT ABOUT FRESH? 5.6% TOTAL FRUIT & VEG, INCL. DRIED FRUIT AND NUTS VEGETABLES Source: Nielsen Homescan Latest 52 weeks FRUIT DRIED FRUITS AND NUTS 7.1% 3.6% 6.2% 10

11 HOW IS NUTS PERFORMING?

12 85% of Australian households buy Nuts in a year but less than half buy each of the variety Households purchase Nuts 8x a year on the average but only around 3x for a specific variety Source: Nielsen Homescan 12

13 MORE NUTS BUYERS AND THEY RE BUYING MORE OFTEN AUS TOTAL NUTS MAT to Vs. YA 7.7M Shoppers +3% vs LY +9% 8x Trips per Shopper +4% vs LY Value growth Source: Nielsen Homescan MAT TO $9.10 Spend per Trip +1% vs LY 13

14 PURCHASE DRIVERS DIFFER FOR FASTEST GROWING VARIETIES Value Growth % MORE SHOPPERS MORE OCCASIONS Walnuts +17% Peanuts +12% Source: Nielsen Homescan MAT TO Macadamia +12% Almonds +11% 14

15 PUSHING VARIETY IN THE HOUSEHOLD S BASKET WILL INCREASE OVERALL NUTS OCCASIONS How many Households buy Nuts annually? (AUS - % of 9.1M Households) Nuts Almonds Cashews Mixed Nuts Walnuts Peanuts Pistachio Macadamia Source: Nielsen Homescan MAT TO OPPORTUNITY!!! 15

16 ANOTHER WAY IS ENCOURAGING MORE REGULAR CONSUMPTION OF PREFERRED NUT TYPE How often do households buy Nuts annually? (AUS - No. of times in year) 7.7 Households purchase an average of 1-3 varieties in a year Source: Nielsen Homescan MAT TO Nuts Almonds Cashews Mixed Nuts Walnuts Peanuts Pistachio Macadamia 16

17 ALDI S THE KEY SHARE GAINER FOR NUTS Total AUS NUTS MAT TO Retailer Value Market Share +9% Source: Nielsen Homescan (+1.5%) Other Smkt 7.3% 6.8% 14.1% Non- Smkt 9.2% NUTS 29.2% (+0.2%) 33.4% (-1.4%) NUTS VALUE GROWTH 17

18 WHO DO WE TARGET?

19 Over $30M opportunity in converting Light to Medium and Medium to Heavy consumption! Source: Nielsen Homescan MAT TO

20 LIGHT/ MEDIUM HAVE THE MOST BUYERS BUT ONLY CONTRIBUTES 40% DUE TO FEWER PURCHASE TRIPS VALUE CONTRIBUTION TO NUTS 59% Heavy Buyers 1.5M households 18 trips/ yr $11.9 per trip Source: Nielsen Homescan - MAT to % Light Buyers 26% Medium Buyers 3.8M households 3 trips/ yr $5.8/ trip 2.3M households 8 trips/ yr $7.9/ trip 20

21 Heavy buyers spend most on almonds Light buyers are most loyal to cashews and are inclined towards mixed nuts and peanuts more than any other group Source: Nielsen Homescan MAT TO

22 Light/ Medium buyers are skewed towards Young Transitionals, Independent Singles and Small Families Heavy buyers are mostly mature couples/ families Source: Nielsen Homescan MAT TO

23 MORE THAN $30M SIZE OF PRIZE Incremental Annual Opportunity 10% more light/ medium buyers +$44M +$30M Source: Nielsen Homescan MAT TO % more light/ medium buyers 23

24 KEY THINGS TO TAKE AWAY Over $30M incremental opportunity in converting Light and Medium Nuts buyers! Increasing occasions is key for Nuts growth Reach out to the younger generation Different Nuts for different buyer groups Encourage buyers to purchase a variety of nuts Trial on less popular varieties Continue highlighting nutritional benefits of regular consumption Source: Nielsen Homescan MAT TO Different touchpoints to reach out to younger group Don t lose focus on mature couples as these key consumers Light buyers inclined towards cashews/ mixed nuts and peanuts Heavy buyers spend most on Walnuts 24

25 Questions?