1 / 36

Potato Market Change – Retail Influences

Potato Market Change – Retail Influences. David Berry – Commercial Director, Kantar Worldpanel. Agenda. The grocery landscape Potato category importance Potato category performance Consumer purchasing trends. Key themes in the grocery marketplace. Stability. Store Choice. Inflation.

hhumphrey
Download Presentation

Potato Market Change – Retail Influences

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Potato Market Change – Retail Influences David Berry – Commercial Director, Kantar Worldpanel

  2. Agenda • The grocery landscape • Potato category importance • Potato category performance • Consumer purchasing trends

  3. Key themes in the grocery marketplace Stability Store Choice Inflation Trading Down Smaller Trips

  4. Stability

  5. Take Home Grocery Market Value2001 to 2008 saw average 7% growth and overall 58% Annual value of take home grocery (€b) +8% +6% +6% +6% +6% +7% +8% Source: Kantar Worldpanel, Dec 2011

  6. The market declined in 2010 but has now stabilised Annual value of take home grocery (€b) +8% +6% +6% +6% +6% +7% +8% +1% -6% +1% Source: Kantar Worldpanel, Dec 2011

  7. Inflation

  8. Trended Total Grocery Price Inflation Consistency Over Heating Correction Increase Year on year like for like change in prices Source: Kantar Worldpanel, Dec 2011

  9. Trading Down

  10. Shoppers are increasingly turning to Private Label Christmas 2011:Branded Sales: -1%Private Label: +6% 46% Private Label Share Of Grocery Market 45% 44% 43% 42% 2007 2008 2009 2010 2011 Source: Kantar Worldpanel, Dec 2011

  11. Smaller Shopping Trips

  12. Christmas 2011 vs. 2010 • 2011 = 2 more trips • 2011 = 1 fewer item • 2011 = €26 trip size, €3 less • 2011 = €100+ occasions down 13% • Clear attempt to manage how much is spent Source: Kantar Worldpanel, Dec 2011

  13. Store Choice

  14. Multiple retailers continue to capture more of the market 2011 87% Total Sales 2006 83% Total Sales 2001 75% Total Sales Source: Kantar Worldpanel, Dec 2011

  15. Lidl now has more shoppers than SuperValu 82% 67% 60% 58% 50% 24% Retailer Penetration Source: Kantar Worldpanel, Dec 2011

  16. Retailer performance over the past decade – Total Grocery Market Source: Kantar Worldpanel, Dec 2011

  17. Store numbers play a big part in market share growth 209 stores 63 new stores since 2007 131 stores 34 new 12 new 196 stores 100 stores 6 new 24 stores 1 new Source: Desk Research

  18. Agenda • The grocery landscape • Potato category importance • Potato category performance • Consumer purchasing trends

  19. From a shopper perspective we are the 8th most important category in store 100% shoppers 99% 98% 97% 97% 97% 96% 96% Source: Kantar Worldpanel, Dec 2011

  20. 10% of all shopping trips feature potatoesThese trips contribute 20% of all sales €44 €23 Source: Kantar Worldpanel, Dec 2011

  21. Within our competitive set we are a clear number 140% of value & 70% of volume sales €000’s KG000’s Source: Kantar Worldpanel, Dec 2011

  22. Agenda • The grocery landscape • Potato category importance • Potato category performance • Consumer purchasing trends

  23. Potatoes vol & val sales trended over the past 5 yearsVolume decline has slowed considerably since 2008 Source: Kantar Worldpanel, Dec 2011

  24. Potatoes growth/decline trended over the past 4 years Value currently declining faster than volume Source: Kantar Worldpanel, Dec 2011

  25. Fresh Potato Share Within Carbohydrate Category Source: Kantar Worldpanel, Dec 2011

  26. Competitive Carbohydrate Category SharesRice, Pasta & Pizza have gained ground Source: Kantar Worldpanel, Dec 2011

  27. Carbohydrate category 5 year performance (06 – 11) Value Volume Price -32% -25%* -9% +6% +12%* -5% +59% +38%* +16% * Measured by kilo volume weight as a percentage +62% +45%** +115% **Measured by number of packs as a percentage Source: Kantar Worldpanel, Dec 2011

  28. Complementary Vegetable Category Sales PerformanceGrowth in value and volume sales Source: Kantar Worldpanel, Dec 2011

  29. Vegetable Category Value Share by TypeSome change, but no fundamental shift Source: Kantar Worldpanel, Dec 2011

  30. Agenda • The grocery landscape • Potato category importance • Potato category performance • Consumer purchasing trends

  31. Fresh Potato Volume Sales Per Household (KG)Clear trend of consumers cutting down Potato consumption Source: Kantar Worldpanel, Dec 2011

  32. Pack Size Share Within Total Potatoes (volume)Moving to smaller backs will have led to cutting back Source: Kantar Worldpanel, Dec 2011

  33. Potato Carbohydrate Share By AgeResonance among younger shoppers is a key challenge Increasing share in younger age groups vital to current and future category health Source: Kantar Worldpanel, Dec 2011

  34. Key themes Vital Category Drive Footfall Key to high € trips Connecting with Consumers Younger = Less Consumption Vital for Future Growth More & More Choice Changing tastes Convenience & Health

  35. david.berry@kantarworldpanel.comTel: 0860 438 090

More Related