Almond Report Brand Health & Demographics. Nielsen Home scan data 26 th Nov 2011
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1 Almond Report Brand Health & Demographics Source: Nielsen Home scan data 26 th Nov 2011
2 Almonds.. Over the last year fewer Australian household have bought Almonds, however those who do, are spending almost $0.7 more on Almonds compared to last year. Shoppers who buy Pre-Packed Almonds have bought them 2.8 times over the year whilst spend increased to $6.9 driving total AWOP to $19.5 on this commodity. Coles shows a strong dominance in the share of trade of this commodity from a value and volume perspective, while ALDI, IGA and Independent supermarkets are improving their share. Senior Couples & Established Couples contribute the greatest proportion of Almond sales and over the last year more of these households have entered the Almond franchise; Middle income households have become more important to Loose Almonds 2
3 Key Measures
4 Over the last year household reach for Almonds has gone down by 0.7% whilst households are spending almost $0.7 more but volume remained at similar level compared to last year. What are the key consumer drivers of sales? - Brand Health - Value ALL SHOPPERS - AUS - MAT TO 26/11/ BASED ON VALUE ($000'S)/1000 4
5 From a volume point of view, there were not any variations regarding purchase size and frequency. What is driving how much my consumers buy? - Brand Health - Value ALL SHOPPERS - AUS - MAT TO 26/11/ BASED ON VALUE ($000'S)/1000 5
6 Increase in household spend on Almonds has been driven by an increase in spend per shopping trip with shopping frequency remaining steady year on year What is driving how much my consumers buy? - Brand Health - Value ALL SHOPPERS - AUS - MAT TO 26/11/ BASED ON VALUE ($000'S)/1000 6
7 Over the last year, household reach for Pre-Packed Almonds has increased almost 0.6%; with households spend on Pre-Packed Almonds increasing slightly to $19.5 over the same period, while volume shows a small growth What are the key consumer drivers of sales? - Brand Health - Value ALL SHOPPERS - AUS - MAT TO 26/11/ BASED ON VALUE ($000'S)/1000 *Pre-Packed Almonds selection contains barcoded Almond products only 7
8 Average volume increase in Pre Packed Almonds, is a result of a rise of the purchase frequency. What is driving how much my consumers buy? - Brand Health - Value ALL SHOPPERS - AUS - MAT TO 26/11/ BASED ON VALUE ($000'S)/1000 *Pre-Packed Almonds selection contains barcoded Almond products only 8
9 Shoppers who buy Pre-Packed Almonds have bought them 2.8 times over the year whilst spend increased to $6.9 driving total AWOP to $19.5 on this commodity. What is driving how much my consumers buy? - Brand Health - Value ALL SHOPPERS - AUS - MAT TO 26/11/ BASED ON VALUE ($000'S)/1000 *Pre-Packed Almonds selection contains barcoded Almond products only 9
10 On the other hand, loose Almond has decreased in all three key metrics, household reach, average volume and average spend per Australian household. What are the key consumer drivers of sales? - Brand Health - Value ALL SHOPPERS - AUS - MAT TO 26/11/ BASED ON VALUE ($000'S)/
11 Dip in loose Almond volume was a result of a decrease on the average number of shopping trips to buy this commodity What is driving how much my consumers buy? - Brand Health - Value ALL SHOPPERS - AUS - MAT TO 26/11/ BASED ON VALUE ($000'S)/
12 Households are shopping for Loose Almonds less often also spending slightly less when in store on the format What is driving how much my consumers buy? - Brand Health - Value ALL SHOPPERS - AUS - MAT TO 26/11/ BASED ON VALUE ($000'S)/
13 Not surprisingly, household reach for Almonds peaks around December period, however penetration during the latest period seems to be slightly lower that a year ago. What is driving how much my consumers buy over time? ALL SHOPPERS - AUS - TOTAL ALMONDS 13
14 What is driving how much my consumers buy over time? ALL SHOPPERS - AUS - TOTAL BARCODED ALMONDS Source: Nielsen l Homescan Australia # HIFVDHAL 14
15 What is driving how much my consumers buy over time? ALL SHOPPERS - AUS - TOTAL FRESH SCANNING GUIDE ALMONDS Source: Nielsen l Homescan Australia # HIFVDHAL 15
16 Whilst just 40.7% of Almond buyers only purchased once in the latest year, the remaining buyers who purchase two or more times account for nearly 89% of the value sales How reliant am I on once only buyers? - Brand Health - Value ALL SHOPPERS - AUS - MAT TO 26/11/ BASED ON VALUE ($000'S) 16
17 Whilst 57% of Pre-Packed Almond buyers purchased more than once in the latest year, they represent almost 87% of Pre-Packed Almond value How reliant am I on once only buyers? - Brand Health - Value ALL SHOPPERS - AUS - MAT TO 26/11/ BASED ON VALUE ($000'S) 17
18 Almost two thirds of Loose Almond buyers are one time buyers contributing a third of the value sales to the commodity How reliant am I on once only buyers? - Brand Health - Value ALL SHOPPERS - AUS - MAT TO 26/11/ BASED ON VALUE ($000'S) Source: Nielsen l Homescan Australia # HIFVDHAL 18
19 Share of Trade 19
20 While still consolidating as a leader of Almond value trade perspective, IGA, ALDI and Independents supermarkets have shown a growth in their share. Share of Trade - Share of Trade ALL SHOPPERS - MAT TO 26/11/ TOTAL ALMONDS - BASED ON VALUE ($000'S)/1000 Source: Nielsen l Homescan Australia 20
21 However from a volume point of view, Coles and WW decrease their importance, while ALDI, IGA and Independents supermarkets have improved their performance. Share of Trade - Share of Trade ALL SHOPPERS - MAT TO 26/11/ TOTAL ALMONDS - BASED ON /VOLUME (000'S) KILOGRAMS1000 Source: Nielsen Homescan Aus 21
22 Looking at share of trade over the last year, Woolworths and Coles have held dominant shares in Almond sales, accounting for just over 30% each What is driving grocery sales? (Account Comparison) - Bigger Picture - Value ALL SHOPPERS - Total Defined Grocery - SHARE OF TRADE ($) Woolworths has made share gains across Loose Almonds 22
23 Coles & Woolworths have a dominant share of trade within Almond sales whilst IGA and Aldi show important gains at expense of Green Grocers ALL SHOPPERS - TOTAL ALM ONDS Consumer KPI's Value Basis: VALUE ($000'S) Source: Nielsen Hom escan 23
24 Within Pre-Packed Almonds, Coles and Woolworths maintain their dominance, their share of trade however slight decreases have been beneficial to IGA & ALDI ALL SHOPPERS - TOTAL BARCODED ALM ONDS Consumer KPI's Value Basis: VALUE ($000'S) Source: Nielsen Hom escan Highest average household spend on Almonds is seen in Coles 24
25 Share gains for Woolworths & Green Grocers within Loose Almonds have come through increase in household spend whilst all other accounts leaving Woolworths & IGI have seen a slight dip in $AWOP ALL SHOPPERS - TOTAL FRESH SCANNING GUIDE ALM ONDS Consumer KPI's Value Basis: VALUE ($000'S) Source: Nielsen Hom escan 25
26 Demographics 26
27 Established & Senior Couples contribute to the greatest proportion of Almond sales, with both lifestages have seen an increase in household reach for Almonds Who buys my brand? (Lifestage) - Demographics - Value AUS - TOTAL ALMONDS - MAT TO 26/11/ BASED ON VALUE ($000'S)/1000 Source: Nielsen l Homescan Australia # HIFVDHAL 27
28 From a Pre-Packed perspective, Established & Senior couples contribute the greatest proportion of sales, but Established Couples have seen an increase in both household reach & spend Who buys my brand? (Lifestage) - Demographics - Value AUS - TOTAL BARCODED ALMONDS - MAT TO 26/11/ BASED ON VALUE ($000'S)/1000 Source: Nielsen l Homescan Australia # HIFVDHAL 28
29 From a Loose perspective, Senior, Established Couples & Independent Singles contribute the greatest proportion of sales, however opportunity exists to stem penetration declines across many of the lifestage groups Who buys my brand? (Lifestage) - Demographics - Value AUS - TOTAL FRESH SCANNING GUIDE ALMONDS - MAT TO 26/11/ BASED ON VALUE ($000'S)/1000 Source: Nielsen l Homescan Australia # HIFVDHAL 29
30 High income households account for almost 50% of sales and have increased their spend since last year Who buys my brand? (Lifestage) - Demographics - Value AUS - TOTAL ALMONDS - MAT TO 26/11/ BASED ON VALUE ($000'S)/1000 Source: Nielsen l Homescan Australia # HIFVDHAL 30
31 Similar situation with Pre-Packed Almonds, where High income households account for almost 50% of sales but mid income households also have nearly equal spend per year as of High income household. Who buys my brand? (Lifestage) - Demographics - Value AUS - TOTAL BARCODED ALMONDS - MAT TO 26/11/ BASED ON VALUE ($000'S)/1000 Source: Nielsen l Homescan Australia # HIFVDHAL 31
32 Interestingly, mid income households have now become the most important income group for Loose Almond sales; whilst penetration & spend have dipped within this group, high income households have seen the greatest decline in these drivers Who buys my brand? (Lifestage) - Demographics - Value AUS - TOTAL FRESH SCANNING GUIDE ALMONDS - MAT TO 26/11/ BASED ON VALUE ($000'S)/1000 Source: Nielsen l Homescan Australia # HIFVDHAL 32
33 Glossary
34 Terms Penetration The proportion of households purchasing a product in the specified period expressed as a percentage of all households. Average Weight of Purchase (AWOP) The average volume/value/units of a product bought across all buyers of that product in the specified period. Occasions Per Buyer The average no. of times each buyer purchases the specified product in a specified period. A product/date/shop combination, eg. a household purchasing 2 identical products on a shopping trip to Woolworths constitutes a single purchase occasion. Amount Per Occasion Average value or units purchased on each purchase occasion. QTR Quarter year; rolling 13 weeks. MAT Moving annual total; a rolling yearly total which accumulates 52 weeks of data. PP Prior Period YA Year Ago. 34
35 Distribution of Buyers Demographic Lifestages Start Up Families Senior Couples Small Scale Families Established Couples Bustling Families Young Transitionals Independent Singles 35
36 Young Transitionals (Any Size HHs, No Children, <35): Hopping from uni classrooms to first jobs to just married this group is characterised by an abundance of freedom. With the majority between years in white collar professions, You will often find them with money to burn in the dance clubs, bars, shopping on the Internet or at local gyms. They enjoy physically active lifestyles, dining out and professional sporting events. This segment tends to live in rented apartment buildings and the internet is part of everyday life Start-Up Families (HHs with Young Children Only < 6): Characterised by households with 1-2 children and a mortgage to boot, Nappies, baby food and shelves overflowing with toys fill the home of the Start-Up Family. Entering a life of nappy changes and late night feedings, these consumers are starting their families. Dependent children and their impact on the lives of these new parents sets these consumers apart from the other life stages. Small Scale Families (HHs with Oldest Child 6-11): Unlike the other life stages with children, the small size of these families often allows the adults to strike a balance between their children and pursuing their own interests. Whether they are single parent families with one or two children or two parent families with one child time, convenience items, are of increasing importance as many of them work to pay the bills and pay off their mortgage. Bustling Families (HHs with Children (Oldest 12+)): A mix of younger and older families with the eldest child in their teens skewed toward households of 5 more people. These consumers lives are hives of activity. With most Heads of Households over 40 years of age. With a higher prevalence of internet access than any other group and 3 or more TV sets running at any one time these households are embracing the information age. The children in these households are dependent on their parents for many things. At the peak of their earning power, these households work hard to afford their children the latest trend; which often means both parents are working. Independent Singles (1 Person HHs, No Children, 35+): Predominantly female households, split between older and younger consumers, most consumers get to this life stage either through divorce or from never having been married. 79% of this group over 50 years of age, paid off their mortgage, and typically have a lower than average annual income. In addition, this has the lowest levels of internet access than any group (39%). With the 21% who are at the younger end of their life, you will find these consumers living in apartments, are often working in professional white collar established careers dining out with friends or working late in the office. Established Couples (2+ Person HHs, No Children, 35 59): This group is a mix of empty nesters, those who have not had children or those who still have adult children (>17) at home. Many are dual income families reaching their peak earning potential with above average household incomes split between those who own and are still mortgaging their home. They tend to live in large houses and can afford the often three TV s, internet access and all the mod cons our busy lifestyles have become accustom to. Senior Couples (2+ Person HHs, No Children, 60+): Companionship, rather than age, most influences the behaviour of this group. You might find the husband reading the latest issue of Reader s Digest as his wife knits in her chair. They are quite active, but not as active as Established Households. In addition, Senior Couples are more likely to still live in the family home, a larger house left over from family life with children. At 86%, this life stage has the highest level of home ownership. 36
37 Thank You
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