Who is the Today Grocery Buyer? Insights into just who the Today Network main grocery buyer is and their shopping habits.

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1 Who is the Today Grocery Buyer? Insights into just who the Today Network main grocery buyer is and their shopping habits.

2 Let the Today Network help you build awareness with grocery buyers. Today listeners say that in their household, they are doing on average of the household Whether it s every day or once a week, buying groceries is something we all have to do. So when it comes to building awareness for your brand there s no going past the Today Network. This presentation will take a look at who Today grocery buyers are, their shopping habits and how you can reach them at key times. Source: Southern Cross Austereo Today Network GB Survey. April Q. In your household, approximately what percentage of the grocery shopping would you say you do? N=825.

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4 Who is the Today Network grocery buyer? In looking at who the Today grocery buyer is, it can be seen that the majority are female aged But it is also worth mentioning that one third of main grocery buyers are male. These Today grocery buyers are buying for their young family with most of their children being aged under 12. Plus, many Today GBs are also employed and have a mid-high household income. 64% FEMALE 36% MALE 69% 56% Are in a married or defacto relationship Have children at home 3 in 4 75% of Today GBs are aged in 2 (54%) have a household income over $ 7 0, % Have children at home under 12 74% Are currently employed Source: Nielsen CMV. Metro survey 3, Main Grocery Buyer. Today Network. Demographics.

5 So what are their shopping habits? 86 % visit the supermarket at least once a week 54 % do a main shop once a week only 65 % do a top up shop up to 3 times a week 38 % don t have a set day to shop just whenever needed 7% 9% 13% 14% 11% 23% 12% Source: Nielsen CMV. Metro survey 3, Main Grocery Buyer. Today Network. Attitudinal.

6 What time of the day are they heading to the store? 33% 36% more than 4 in 5 GBs are heading to store before 5pm In looking at the times grocery buyers are hitting the shops, it can be seen that many people are heading to do their grocery shopping during the weekend between 1-5pm. This is most likely when people are doing their main shop for the week ahead. Plus, it s interesting to note that people are also heading to the shops probably for their top-up shops during the week after work (5-8pm). 31% 27% 24% By advertising during these key times, brands can talk to GBs right before they hit the shops 41% shop at Coles 39% shop at Woolworths 10% shop at ALDI 3% shop at IGA Weekdays 5% 8% 4% 1% Weekend Daytime (before 1pm) Afternoon (1-5pm) Early Evening (5-8pm) Evening (8-11pm) Late Night (11pm-5.30am) Source: Nielsen CMV. Metro survey 3, Main Grocery Buyer. Today Network. Attitudinal.

7 What are their buying habits at the supermarket? 71% 69% I spend the time to compare prices between brands when I shop When I shop I mainly purchase based on what is on special or has a good promotion 84 % of GBs are spending up to $150 per shop 60% 59% 48% When I shop I am mainly looking for the same everyday items I always purchase I always aim to vary my weekly meals, so I look for something different I am attracted to new items and innovative packaging in the supermarkets 43% I regularly purchase items on impulse when shopping in the supermarket Source: Nielsen CMV. Metro survey 3, Main Grocery Buyer. Today Network. Attitudinal. Source: Southern Cross Austereo Today Network GB Survey. April Filtered. Main GB. Segmentation statements. N=528.

8 What motivates and influences them to buy certain products? Q. When you are on a general grocery shop, which of the below motivate you to purchase a certain product? The best value 82% Specials and promotions 76% The cheapest price Multi-packs Products in the store catalogues Premium/high quality brands 27% 27% 26% 50% more than 82% 4 in 5 of Today GBs look for the best value I have seen/heard it advertised It is a new product Store displays Store brands Award-winning products Creative packaging 15% 13% 9% 9% 25% 25% Today Network GBs look for brands that offer the best value and are either on sale or are part of a promotion. So when it comes to influencing the Today Network main grocery buyer next time they re at the store, brands can t go wrong by advertising about value, promotions or price. So where are they shopping for specific groceries? Source: Southern Cross Austereo Today Network GB Survey. April Filtered. Main GB. Q. When you are on a general grocery shop, which of the below motivate you to purchase a certain product? N=528.

9 Today GBs shop at different places for different grocery products. The majority of Today GBs are buying all of their grocery products from their main supermarket However, when it comes to buying certain items like fruit and vegetables, meat and poultry and health and beauty products, these GBs are purchasing from stand alone stores like fruit markets, butchers, bakeries and health food stores. So these types of businesses can also benefit from advertising on the Today Network. 63% 63% 84% 95% 77% 52% 29% 32% 23% 19% 11% 11% 2% 3% 3% 5% 7% 1% 2% 2% 1% 2% 0% 1% 1% 2% 0% 2% 2% 1% Fruit and vegetables Meat and poultry Deli items Everyday items (milk/eggs) Bread and bakery items Health and beauty products (vitamins/haircare) Main supermarket Another supermarket A market A stand alone store (fruits store/butcher/bakery) Other store Source: Southern Cross Austereo Today Network GB Survey. April Filtered. Main GB. Q. Where are you likely to purchase different grocery products? N=528.

10 Online grocery shopping is a convenient option for some Today GBs. Whilst the majority of Today GBs prefer to head in-store to make their grocery purchases, there s still a portion who like the convenience and ease of online shopping and home delivery. more than Convenience during the working week. I can get what I need delivered after work on the day I need it without having to drag the kids to the supermarket after a long day at childcare and school. It's much easier than walking around shops I can also see a running tally helping me to stick to our budget. And while waiting for the delivery I can be doing other things at home therefore making the most of my time. Today grocery buyers shop online for their groceries It's cheaper and it means that I have fresh bread and milk and bacon delivered to my door twice a week in the morning before I wake up. I like the convenience of not having to go to the supermarket, especially with children and that it gets delivered straight to my kitchen bench. I can also stick to my budget better by utilising the cart summary on the ordering page. Source: Southern Cross Austereo Today Network GB Survey. April Filtered. Main GB. Q. Do you do any of your grocery shopping online? Yes. N=88.

11 So how many GBs does the Today Network reach? How many we reach and when these Today GBs are listening across the day.

12 Today can help you talk to a large portion of grocery buyers each week , , million 1,161, , , , Source: GFK Radio Probe. Radio Ratings 4, National. Today Network. Grocery Buyers. Mon-Fri 5.30am-12midnight.Cume.

13 Reach grocery buyers at key times across the day with the Today Network. 1, 0 3 1, grocery buyers are listening between 5.30am-7pm 400 breakfast 6 0 6, drive 67 0, Are tuning in during breakfast 5.30am-9am 79% 43% 14% Listen in the car Listen at home Listen at work Are tuning in during drive 3pm-6pm The Today Network talks to a large portion of grocery buyers at key times across the day during breakfast and drive. By advertising on Today, not only can businesses reach grocery buyers during these times, but could also influence children too who may be listening during the school drop-off or pick-up. Plus, with almost 4 in 5 GBs listening in the car, the more likely they are to remember your ad if they re on the way to the store. Source: GFK Radio Probe. Radio Ratings 4, National. Today Network. Grocery Buyers. Mon-Fri 5.30am-12midnight.Cume. Locations.

14 GBs are tuning into the Today Network s popular breakfast and afternoon shows , , , , , , , 1 9 6, Source: GFK Radio Probe. Radio Ratings 4, National. Today Network. Grocery Buyers. Mon-Fri 6am-9am & 3pm-4pm & 4pm-6pm.Cume.

15 FMCGs have found success on the Today Network in the past. When it comes to building awareness and consideration for your brand/product there s no going past the Today Network. In the past, a variety of FMCG brands such as; tuna, cheese, oil, biscuits and muffins have all run campaigns on the Today Network with great success. The below looks at just some of the results, based on 8 recent FMCG campaigns on the Today Network, that your product/brand could achieve with Today. 68% 27% 43% 10% Increase % Total % of respondents Increase % in agreement Total % of respondents Across the board, FMCG brands/products have built their awareness levels through a Today campaign with proven success. Of the FMCG brands tested on Today, results show high levels of consideration to buy as a result of hearing the advertising campaign. With each FMCG campaign, brands had significant indexed increases in association with key brand statements as a result. Many FMCG campaigns have seen a significant % of people purchasing their products. On average 1 in 10 people are influenced as a result. Source: SCA Today Network Campaign Effectiveness Studies Benchmarks from 8 studies.

16 When it comes to reaching grocery buyers, there s no going past Today. Whether it s for fresh produce or a box of cereal, grocery shopping is a necessity for all households. But, how do you talk to grocery buyers to get your products standing out from the crowd? By advertising on radio with the Today Network. The Today Network can help you talk to grocery buyers at key times across the day and with popular breakfast and afternoon shows, and provides the perfect environment for brands to advertise on.

17 APPENDIX: A snapshot into the current environment of the industry. The supermarkets and grocery stores industry in Australia is worth This industry revenue is forecast to grow by with the development of online sales options adding to this increase. The supermarket and grocery stores industry is one of the most fiercely competitive industries in the country - with the rapid growth of the German-owned ALDI causing a massive shift in the industry. The challenging retail environment has caused industry heavyweights to introduce price cuts across a range of everyday household items - both on private-label and branded products. Plus, busy lifestyles have contributed to time-poor shoppers and as a result have opened the door for convenient online shopping options. Source: IBISWorld Report March Supermarkets and Grocery Stores.

18 Contact and research methodology. What is Clear Decisions? Clear Decisions is a Syndicated Multi-Media database that incorporates information collected from people aged 14+. The data is collected through a combination of a 30 minute face to face interview, a self completion diary, and fused media currency ratings for TV (OzTam) and Radio (Nielsen). Where does the information come from? Nielsen Media Research has a team of over 400 experienced interviewers who conduct the survey. Every survey placed into the field is personally collected ensuring a high return rate. Clear Decisions is in field 40 out of 52 weeks a year (no surveys conducted late December/early January due to the holiday season). The Clear Decisions database is based on a rolling 12 month survey database (i.e The newest month of data is added and the oldest month is dropped). Databases are updated 10 times per year. What is Radio Probe? Radio Probe is the GfK re-analysis package specifically designed for quick, easy and flexible analysis of radio audience surveys. Where does the information come from? Both paper diaries and e-diaries are used for measuring audiences in the larger radio markets. Eight surveys are done each year in each of the five major capital cities. These cities are surveyed for 39 weeks of the year. In addition other smaller markets are surveyed on an ad hoc basis. Radio diary participants are geographically selected in proportion to the distribution of the population. Each market is split into geographic regions and sub-regions dubbed statistical local areas (SLAs). Each SLA is split further into interviewing areas or census collectors districts (CD's). Homes are then statistically selected and approached within these CD's. A "single source lifestyle questionnaire" is enclosed in the diary. The diary contains relevant lifestyle and purchasing habits/intentions relating to the household. Prepared by Southern Cross Austereo Research. For more information please contact: P a i g e R o s s R e s e a r c h A n a l y s t paige.ross@sca.com.au Phone: