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The Military Shopper. Thomas Milks Director of Sales April 24, 2007. Demographics. Who is the Military Shopper?. HHLD Income $50K+ Female Head Age 55-64 Maturing Families Living Comfortably Empty Nesters Living Comfortably Affluent Female Head Not Employed Race Non-Caucasian
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The Military Shopper Thomas Milks Director of Sales April 24, 2007
Who is the Military Shopper? • HHLD Income $50K+ • Female Head Age 55-64 • Maturing Families Living Comfortably • Empty Nesters Living Comfortably • Affluent • Female Head Not Employed • Race Non-Caucasian • HHLD Head Not in Work Force • County Size B &C • South Region DeCA Consumer Business Review
Top Military shoppers Total U.S.—52 w/e 12/31/05 Consumption index based on total dollar ring DeCA Consumer Business Review
Military shoppers are spending less of their wallet in the channel Pt Chg vs MY 05 -0.7 -0.6 -0.1 -1.4 +0.3 +0.1 +0.3 -0.3 +2.3 Driven by the On-line Channel Source: ACNielsen Homescan DeCA Consumer Business Review
Military shoppers are increasing their share of Food & Bev wallet outside of Military and Food/Drug/Mass Pt Chg vs MY 05 -1.2 -1.4 -0.1 -0.1 +0.7 +0.3 +0.2 -0.1 +1.7 Source: ACNielsen Homescan DeCA Consumer Business Review
Roughly 40% of Military shoppers shop Military on a monthly basis for their Food, HBC or Gen Merch; thus driving lower share of wallet Source: ACNielsen Homescan DeCA Consumer Business Review
More Military households are shopping in Supers this year Source: ACNielsen Homescan Total US DeCA Consumer Business Review
All Channels were able to grow or maintain Buying Rate, with the exception of Grocery & traditional Mass Merch Discount Both Supers & Club were able to bring in more households and increase the average $ per buyer at the same time Source: ACNielsen Homescan Total US DeCA Consumer Business Review
Outside of the Military channel, Military shoppers have increased their per household spending in Grocery, Drug, Club, and Convenience Source: ACNielsen Homescan Total US DeCA Consumer Business Review
Frequency is declining in all channels Source: ACNielsen Homescan DeCA Consumer Business Review
Military shoppers have also decreased frequency everywhere, only Conv/Gas was able to maintain trips per shopper Source: ACNielsen Homescan DeCA Consumer Business Review
Military households are stocking up more and making less trips Source: ACNielsen Homescan DeCA Consumer Business Review
Grocery loyalty driven by convenience trips Total US—ACNielsen Homescan Shopper Missions, 52wk end 7/2/05 DeCA Consumer Business Review
Military Shoppers have decreased Buying Rate in most major Grocery chains Source: ACNielsen Homescan DeCA Consumer Business Review
Bigger basket sizes driving overall annual spending per household Source: ACNielsen Homescan DeCA Consumer Business Review
Dry Grocery and Non-Food are the most highly converted departments in Military Source: ACNielsen Homescan DeCA Consumer Business Review
Where do Military Shoppers go for Dry Grocery? Military Shoppers spend 25.4% of their Dry Grocery wallet In Military; down 1.2 pts +0.9 +0.8 Source: ACNielsen Homescan DeCA Consumer Business Review
What categories are Military Shoppers purchasing in other channels? *Top 10 based on Share of Wallet Source: ACNielsen Homescan, Mid Year 2006 DeCA Consumer Business Review
Where do Military Shoppers go for Frozen? -2.6 Military Shoppers spend 22.5% of their Frozen wallet In Military; down 2.6 pts +3.0 Source: ACNielsen Homescan DeCA Consumer Business Review
What categories are Military Shoppers purchasing in other channels? *Top 10 based on Share of Wallet Source: ACNielsen Homescan, Mid Year 2006 DeCA Consumer Business Review
Where do Military Shoppers go for Dairy? +0.4 Military Shoppers spend 24.4% of their Dairy wallet In Military; up 0.4 pts +1.3 Source: ACNielsen Homescan DeCA Consumer Business Review
What categories are Military Shoppers purchasing in other channels? *Top 10 based on Share of Wallet Source: ACNielsen Homescan, Mid Year 2006 DeCA Consumer Business Review
Where do Military Shoppers go for Non-Food? -0.9 Military Shoppers spend 30.3% of their Non-Food wallet In Military; down -0.9 pts +1.2 Source: ACNielsen Homescan DeCA Consumer Business Review
What categories are Military Shoppers purchasing in other channels? *Top 10 based on Share of Wallet Source: ACNielsen Homescan, Mid Year 2006 DeCA Consumer Business Review
Where do Military Shoppers go for HBA? -0.4 +2.8 Military Shoppers spend 20.1% of their HBA wallet In Military; down -0.4 pts -0.5 +0.5 Source: ACNielsen Homescan DeCA Consumer Business Review
What categories are Military Shoppers purchasing in other channels? *Top 10 based on Share of Wallet Source: ACNielsen Homescan, Mid Year 2006 DeCA Consumer Business Review
In order to grow your business, you need to understand the Composition of Sales Volume • All sales volume can be broken down into these basic components • We need to increase at least one of these factors to grow sales DeCA Consumer Business Review