SHOPPER TRENDS SAMPLE REPORT Nielsen Shopper Practice Year:2013-14
INTRODUCING SHOPPER TRENDS Shopper Trends provides a comprehensive overview of the grocery retail environment trends, banner equity tracking and in-depth analysis of changing shopping patterns, attitudes and behaviour in over *50 markets globally. CHANNEL DYNAMICS RETAILER PERFORMANCE SHOPPER INSIGHTS 2
SHOPPER TRENDS IS PRESENT IN OVER 50 COUNTRIES Europe North America Middle East & Africa Asia Pacific Western Europe Central & Eastern Europe Middle East & Africa Asia Pacific North America Austria Norway Belarus Lithuania Egypt Australia New Zealand Canada Belgium Portugal Bosnia Poland Israel China Philippines Denmark Spain Bulgaria Romania Morocco Hong Kong Singapore Finland Sweden Croatia Russia Saudi Arabia India Taiwan France Switzerland Czech Republic Serbia South Africa Indonesia Thailand Germany UK Estonia Slovakia UAE Korea Ireland Turkey Greece Slovenia Qatar Malaysia Italy Hungary Ukraine Oman Vietnam Netherlands Latvia Kazakhstan Nigeria 3
UNDERSTAND SHOPPERS ACROSS MARKETS Provides a 360 view of channel, retail and shopper patterns & behaviour Channel Dynamics What are the retail scene changes year-on-year? Shopping mission by channel? Where do they shop most often? Frequency of visit? Total monthly grocery spend? Average number of stores visited? Where is most of the budget spent? Retailer Performance Which retailers have the strongest store equity? Which retailers have the strongest relationship with shoppers? Which areas should the retailer focus on to increase commitment levels? How shoppers rate retailers on key drivers of satisfaction and loyalty? What are the key factors that differentiate on retailer from another? Shopper patterns Are shoppers price sensitive and aware of price changes? How do shoppers react to rising food prices? Private label purchase and drivers of behaviour? Online shopping incidence and drivers of behaviour? Green products purchase behaviour and willingness to pay more? Loyalty card ownership and preferred benefits? Shopper segmentation (6 global segments identified) Shopper Trends 2013-14 50+ markets 4
APPLICATIONS ARE BROAD AND VARIED To quantify market potential and assess market entry opportunities To benchmark your performance and understand strengths and weaknesses RETAILERS To develop strategies to increase shopper loyalty and spending To understand retailers business & build stronger relationships To build retailer-relevant marketing based on shopper insight MANUFACTURERS To work with retailers to improve shopper loyalty and store equity 5
RESEARCH DESIGN
GAIN A COMPREHENSIVE VIEW The ability to identify and respond rapidly to shifts in shopper attitudes and behaviour is critical. Stay ahead of the curve to win in this hyper-competitive share chase. Know your shopper, grow your business. PROJECT METHODOLOGY Research Design Collection Method: Scope: Field Dates: Target Respondents: Eligibility: Available Coverage Sample: n 7
ILLUSTRATIVE S
CHANNEL RETAIL SHOPPER UNDERSTANDING CHANNEL DYNAMICS Growth of hypermarket outlets 79 82 70 70 62 65 54 53 November_2011 November_2012 26 27 16 16 5 5 1 1 RETAILER A RETAILER B RETAILER C RETAILER D RETAILER E RETAILER F RETAILER G RETAILER H 9
CHANNEL RETAIL SHOPPER UNDERSTANDING CHANNEL DYNAMICS WHERE DO CONSUMERS SHOP (Q.7a channel visited in past 7 days) HOW OFTEN DO THEY SHOP (Q.8 Avg. frequency of visit per month) CHANNEL SPEND MOST IN Q.7d (where do you spend most) Supermarket 75 2013 2012 75% 74% % Change (+/-) +1% 2013 2012 2.1 2.0 2013 29% Hypermarket 53% 45% +8% 2.1 2.0 21% Discounters 53% 37% +16% 2.1 2.0 28% Convenience store 50% 48% +2% 2.1 2.0 3% Traditional grocery 43% 48% -5% 2.1 2.0 5% 10
CHANNEL RETAIL SHOPPER UNDERSTANDING CHANNEL DYNAMICS AVERAGE MONTHLY SPEND ON FOOD, GROCERY AND PERSONAL CARE ITEMS SHARE OF MONTHLY SPEND ON FRESH FOOD PLN 842 (2013) PLN 806 (2012) 6% 47% 44% Base: All shoppers, 2013 Ref: Q9a Base: All shoppers, 2013) Ref: Q9b 2013 2012 11
CHANNEL RETAIL SHOPPER WINNING BRANDS The Winning Brands model is Nielsen s proprietary approach to monitor brand equity and brand condition. In the Shopper Trends study this methodology is used to understand the complexity of retailer choice and to identify the brand equity of retailer chains. This methodology was developed jointly with award winners and brand equity experts: Prof. Kevin L. Keller and Prof. John Roberts. Winning Brands Brand Equity Model A huge benchmarking database across various sectors and categories. 12
CHANNEL RETAIL SHOPPER WINNING BRANDS STORE EQUITY MODEL What is brand equity and what are its key elements? The Store Equity Model allows us to deconstruct the sources of brand equity in order to understand its key components. The Store Equity Index is determined by the outcomes reflecting the high brand equity in reality: the emotional value as well as motivation to pay a higher price and to travel to the store. SOURCE OUTCOMES Awareness (%) Consideration (%) Connotations (%) Store Equity Index Loyalty Higher price Preferences Recommendations Readiness to pay more Connotations (%) Connotations (%) (SEI-Store Equity Index) Store location Readiness to travel further 13
CHANNEL RETAIL SHOPPER THE STRENGTH OF KEY RETAILER BRANDS STORE EQUITY INDEX 2011 2012 2013 3.1 Very strong brands SEI over 3 2.5 2.2 1.5 1.4 1.6 2.0 1.8 1.5 1.4 1.2 1.3 1.3 1.2 1.2 1.3 1.2 1.1 1.4 0.9 1.0 0.5 0.3 Medium and strong brands SEI 1 to 3 Weak brands SEI under 1 0.4 0.4 0.4 0.4 0.4 0.5 0.4 0.3 0.4 0.3 0.4 0.4 Base: All HM/SM shoppers (2011 n=1000, 2012 n=1000, 2013 n=1000) 14
CHANNEL RETAIL SHOPPER STRENGTH OF RELATIONSHIP WITH SHOPPERS STORE RELATIONSHIP TIERS ACROSS RETAILERS Retailer A Retailer B Retailer C Retailer D 3.4 3.4 3.4 3.4 Recommenders 13% 7% 6% 3% Preferrers 12% 6% 4% 3% Dependables 16% 7% 6% 6% Regulars 60% 26% 30% 33% Considerers 79% 48% 47% 57% Trialists 84% 45% 45% 58% Awareness 14% 38% 47% 99% 14% 43% 33% 90% 10% 28% 53% 86% 3% 35% 58% 97% TOM Other Spont. Prompted TOM Other Spont. Prompted TOM Other Prompted Spont. TOM Other Spont. Prompted Base: All HM/SM shoppers, 2013 (n=1475) Ref: Q11abcd/Q12a/Q13abcd 15
CHANNEL RETAIL SHOPPER STORE RELATIONSHIP TIER OVER TIME SEI 2011 2012 2013 3.4 3.4 3.4 Recommenders 13% 13% 10% Preferrers 12% 12% 10% 29% Dependables 16% 16% 15% 26% Regulars 60% 60% 64% Considerers 79% 79% 82% 74% Trialists 84% 84% 87% 86% Awareness 14% 38% 47% 99% 14% 38% 47% 99% 14% 49.0% 36% 99% TOM Other Spont. Prompted TOM Other Spont. Prompted TOM Other Spont. Prompted Base: All HM/SM shoppers. 2011 (n=1439), 2012 (n=1475), 2013 (n=1475) Ref: Q11abcd/Q12a/Q13abcd 16
CHANNEL RETAIL SHOPPER BRAND EQUITY COMPONENTS BRAND EQUITY COMPONENTS Awareness Consideration 2013 2012 15% 14% 19% 21% Awareness and Consideration information enable us to explain how differentiated is the market. The lower the Consideration and Awareness combined %, the more fragmented is the market Large format and a wide choice 14% 15% Price and value for money 14% 13% As may be expected, consumers expect that the store will offer good value for money. Attractive promotions and deals, as well as private labels might enhance the perception of the chain as offering good value for money. Product quality 14% 13% Shoppers attach importance not only to the quality of ready-made dishes and fresh products but also to a wide selection of such products. Convenience, efficient service 12% 12% Shoppers expect to be able to find the required products easily, that customer service will be good and checkout payments will be efficient. Accessibility 12% 12% Store locations are also important for shoppers: this involves proximity to their home as well as convenient access. Additionally, long opening hours enhance the impression of accessibility. Base: All HM/SM shoppers, 2013 (n=1512) Ref: Q 11a/Q11b/Q11c, Q12a, Q18 17
CHANNEL RETAIL SHOPPER BUILDING BLOCKS OF BRAND EQUITY COMPONENT Large format and a wide choice (14%) Price and value for money (14%) Product quality (12%) Convenience, efficient service (14%) Accessibility (12%) Everything I need in one shop It has high quality premium brands/products It has a wider selection of products Always have what I need in stock Well presented product displays Provide enjoyable shopper experience The store is spacious The store has a pleasant atmosphere Food and groceries are good value for money It has low prices on most products It provides really good deals and promotions It has own brands which represent a good alternative to manufacturer brands It has quality fresh foods It has high quality readymade dishes (for reheating) A wide selection of fruit and vegetables A wide selection of fresh fish and meats It has a wide selection of health foods and organic foods A place where I can find things I need easily and quickly Staff provides excellent service Efficient service at checkouts Parking is easy Runs its loyalty programmes to reward shoppers It has a good location, convenient to get to Long opening hours It is first to provide new products on the market The store is clean/hygienic Base: All HM/SM shoppers, 2013 (n=1512) Ref: Q18 18
Expected Important Differentiating CHANNEL RETAIL SHOPPER WHAT MATTERS TO SHOPPERS IMPORTANCE OF ATTRIBUTE RANKING A place where I can find things I need easily and quickly Food and groceries are good value for money Always have what I need in stock It has quality fresh foods Staff provides excellent service It has low prices on most products The store has a pleasant atmosphere It has a good location, convenient to get to It provides really good deals and promotions Well presented product displays It has a wider selection of products Everything I need in one shop It has own brands which represent good alternative to Efficient service at checkouts A wide selection of fruit and vegetables The store is clean /hygienic Long opening hours The store is spacious It has high quality premium brands/products It is first to provide new products on the market It has hig quality ready-made dishes Parking is easy It has a wide selection of health foods and organic foods A wide selection of fresh fish and meats Runs its loyalty programmes to reward shoppers Provide enjoyable shopper experience 0.39 0.37 0.34 0.34 0.34 0.34 0.32 0.31 0.31 0.31 0.30 0.30 0.30 0.30 0.29 0.28 0.27 0.25 0.24 0.24 0.24 0.24 0.23 0.22 0.18 0.18 Large format and a wide choice (14%) Price and value for money (14%) Product quality (12%) Convenience, efficient service (14%) Accessibility (12%) Base: All HM/SM shoppers, 2013 (n=1512) Ref: Q18 19
Expected Important Importance Differentiating CHANNEL RETAIL SHOPPER HOW KEY RETAILERS ARE PERFORMING RELATIVE RETAILER PERFORMANCE ON STORE ATTRIBUTES Derived importance Ranking % Associated with Retailer Base: All HM/SM shoppers, 2013 who rate KEY RETAILER. Ref: Q18 A place where its easy to quickly find what I need Always have what I want in stock Every thing I need in one the shop Staff provide excellent customer service High quality fresh food Pleasant store environment Provide enjoyable shopper experience Wide range of fruit and vegetables Food and groceries are good value for money Has high quality premium brands Has a wider variety of products Well presented product displays Wide range of fresh fish and meat Offers own alternative brand of groceries to main brands Wide range of healthy and organic products Provide really good deals and promos High quality prepared meals Clean and hygienic store Has programs that reward regular purchase of products Spacious Convenient to get to Are the first to have new products Efficient checkout counters Long opening hours Ease of parking Low prices for most items 0 20 40 60 80 100 RETAILER A RETAILER B RETAILER C RETAILER D 20
Derived Importance CHANNEL RETAIL SHOPPER COMPARING STATED VS. DERIVED PINPOINT CRITICAL AREAS FOR ACTION High Subliminal Wide range of healthy and organic food Premium brands Display of products Excellent Service Wide range of fresh fish & meat Enjoyable shopper experience Wider variety of products Long opening hours Spacious Easy to quickly find Say it, mean it Everything in one shop High quality fresh food Wide range of fruit and vegetables Always well stocked Clean and hygienic Loyalty programs High quality prepared meal Efficient check-out Pleasant store environment Good value for money Attractive Promotions Convenient to get to Private Label Ease of parking Low prices Low discriminators Say it, don t mean it Low Stated Importance High Base: All HM/SM shoppers (n=1512) Ref: Q16 21
PROFILES OF RETAILERS MAIN CUSTOMERS GENDER* AGE* Men Women 18-24 y.o. 25-34 y.o. 35-49 y.o. TOTAL Retailer A Retailer B Retailer C Retailer D Retailer E Retailer F Retailer G 36% 64% 10% 24% 28% 35% 41% 36% 40% 45% 38% 31% 65% 59% 64% 60% 55% 62% 12% 27% 26% 8% 22% 32% 11% 20% 36% 8% 17% 27% 11% 31% 30% 11% 23% 16% 7% 26% 39% 69% 50-65 y.o. 38% 36% 38% 32% 48% 28% 49% 29% HOUSEHOLD INCOME Low (up to PLN 1500) 18% 19% 7% 13% 17% 17% 9% 18% Medium (PLN 1500 4500) 53% 53% 57% 59% 49% 55% 58% 48% High (over PLN 4500) EDUCATION* 19% 16% 20% 18% 26% 20% 28% 23% Primary 14% 17% 10% 10% 20% 16% 22% 8% Vocational 24% 25% 24% 20% 19% 21% 23% 27% Secondary 39% 38% 32% 47% 37% 36% 37% 42% Higher 23% 20% 34% 23% 23% 27% 18% 22% *Quotas for total sample by age, gender, education Base: Shoppers shopping most often at a particular outlet of Distinctive results: Ref: Q4, High Q5, Q69, Q71, Q72, Q74ab, Q75 Low 22
CHANNEL RETAIL SHOPPER ARE SHOPPERS AWARE OF PRICE CHANGES? PRICE AWARENESS 10% 6% 4% I do not know prices and I do not notice when they change 51% 50% 45% I am not aware of all prices but I notice when prices change I know prices of most products and I notice when prices change 38% 27% 44% 30% 51% 33% I know all prices on products I buy regularly 11% 14% 18% 2011 2012 2013 Base: All HM/SM shoppers, 2011(n=1512), 2012 (n=1512) 2013 (n=1512) Ref: Q24 23 Copyright 2012 The Nielsen Company. Confidential and proprietary.
CHANNEL RETAIL SHOPPER PRIVATE LABEL PURCHASE BEHAVIOUR WHETHER BUYING MORE OR LESS PRIVATE LABEL BRANDS VS P12M CHANGES MADE IN PRIVATE LABEL SELECTION I try out various private labels 47% 52% I choose cheaper private labels I choose private labels of higher quality 41% 28% 32% 33% 2013 2012 I stopped buying private labels 2% 4% Base: Those claimed to have made some change in P12m. 2013 (n = xxx) Q117, n=318 WHICH PRIVATE LABEL BRANDS BUY MORE/LESS Base: All aware of Private Label. 2013 ( n = xxx) Q114, n=1478 More (%) Less (%) RETAILER A 66 6 RETAILER B 34 17 RETAILER C 32 15 RETAILER D 24 18 RETAILER E 20 13 Base: Those claimed to have made some change in P12m. 2013 (n = xxx) Q118a/b, n=318 24
CHANNEL RETAIL SHOPPER PRIVATE LABEL PURCHASE DRIVERS DRIVERS BEHIND BUYING PRIVATE LABEL 2012 2011 Less expensive than store brands 53 25% 25% The quality of store brands is improving 40 18% 18% They offer really good value for money 31 13% 20% 13% 20% The quality is the same as in brand name products 24 15% 15% Word of mouth. Others have recommended them 15 11% 11% Products I want are only available in store brands 10 11% 11% 5% 5% Additional attribute 1 5 5% 5% Additional attribute 2 3 5% 5% Base: All aware of Private Label. 2011 ( n = xxx) 2012 ( n = xxx), 2013 ( n = xxx) Q115 25
CHANNEL RETAIL SHOPPER ONLINE SHOPPING INCIDENCE AND BEHAVIOUR VISITED RETAILER WEBSITE 19% of shoppers have visited a retailer website in the last month (2012: 10%) Base : All HM/SM shoppers, 2013 (n=1512) Ref: Q 128 REASONS FOR VISITING SITE Buying groceries online more often compared to 12 months ago Base : All HM/SM shoppers, 2013 (n=1512) Ref: Q131 ONLINE GROCERY SHOPPING BEHAVIOUR 16% 9% 2013 2012 REASONS FOR BUYING ONLINE Checking special deals, Checking other info (e.g. Searching for cooking Buying groceries online Taking part in a contest Checking the status of a Signing up for a loyalty 32% 27% 21% 15% 10% 6% 60% Convenience Exclusive offers Lower prices 81% 22% 42% Other 3% Base : All HM/SM shoppers, 2013 (n=1512) Ref: Q 129 Base : All HM/SM shoppers, 2013 (n=1512) Ref: Q130 26
CHANNEL RETAIL SHOPPER 6 GLOBAL SHOPPER SEGMENTS Fresh & Frequent Enthusiast Smart Pragmatist Frugal Focused Budgeters I like to shop everyday to provide fresh and healthy food for my family I know how to get maximum value out of a shopping trip I buy only what I want, and can accommodate within my budget Evolved Healthy Enthusiast Quality Focused Spenders Price & Promo Obsessed I know the benefits of good products and will spend to get them I pick up the best of everything, price is no issue There is always a cheaper alternative or a better deal 27