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Asian Vegetables Report Brand Health & Demographics

Asian Vegetables Report Brand Health & Demographics. Source: Nielsen Homescan data until 24 th of December 2011 Nielsen Scantrack data (National Woolworths) until 18 th December 2011. Asian Vegetables….

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Asian Vegetables Report Brand Health & Demographics

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  1. Asian Vegetables ReportBrand Health& Demographics • Source: • Nielsen Homescan data until 24th of December 2011 • Nielsen Scantrack data (National Woolworths) until 18th December 2011

  2. Asian Vegetables….. 32.9% of Australian Households purchased Asian Vegetables; spending on average of $ 9.6which equates to 4.3 shopping tripswith $ 2.3spend per shopping tripduring the last year In the latest 4-week period, Average household spend on Total Vegetables and penetration has shown a positive spike While Asian Vegetables shopper tend to be more affluent households and skew towards Start up families, Young Transitional and Established Couple life stages Green Grocers and WW lead the trade of Asian Vegetables, however there is an important opportunity to increase Coles weight in this segment.

  3. Homescan Overview

  4. This report leverage two different types of information:1) Retail Measurement Data (Scanning Sales) 2) Household Panel Information Complementary data sources, not substitutes for one another Address separate sets of business issues Store-Level Scanning Sales Household Panel Information • Volume & Share Tracking • Promotion Execution & Effectiveness • Price Sensitivity • Account Performance • Components of Sales • Brand Loyalty & Repeat • Demographics • Buyer Analyses • Cross Purchasing • Switching/Source of Volume

  5. How does Household Panel Information (Homescan) work? At home they scan the purchases via a barcode scanner- supplementing data from a barcode book for shopping trip info and non barcoded items Panel member buys products from any retail outletand takes them home Start with a panel that isstatistically representative of Australian households Purchase data is automaticallymodemed back to Nielsen via the telephone line Information is supplied via Advisor i-sights to clients to evaluate consumer and retail trends. Nielsen processes the data together with stringent QC checking

  6. Key Measures

  7. Asian vegetables penetration has decreased by 1.5%, while Asian vegetables buyers are spending $9.6 per year and purchasing about 1.5 kilos of the commodity per household. This chart compares Asian vegetables household reach (penetration) against other vegetables. This chart show the total average household volume purchase across various vegetable commodities. This chart show the total average household spend across various vegetable commodities. Source: Nielsen l Homescan Australia

  8. Asian vegetables buyers are purchasing the commodity more often than a year ago, and are slightly more in each shopping trip ($2.3) This chart compares how frequently Asian vegetables is purchased each year compared to other vegetable commodities Households are spending approximately $2.30 each time they purchase Asian vegetables Households are spending in total, approximately $9.6 per year in Asian vegetables

  9. The total volume increase is a result of an increase in the shopping frequency and volume per occasion. Source: Nielsen l Homescan Australia

  10. In the latest period average household spend on Vegetables has show a spike, while penetration grew as well. Cyclone Yasi QLD Floods This chart shows that the average household increased their spend (red line) on Vegetables in the latest 4-week period

  11. Average household spend has increased in the latest 4-week period, whilst penetration decreased for Asian vegetables Average household spend increased (red line) although the number of households decreased (blue bars) Cyclone Yasi QLD Floods

  12. Variation in $AWOP are linked to changes in the level of spend per shopping occasion Green Line: how many times consumers buy it – it is stable. Yellow Line: How much they spend each time. For DEC this index reached: $2.5 Cyclone Yasi QLD Floods

  13. Looking at Woolworths information, Asian vegetables volume has increased by 1.7%, while value by 7.2% due to increase in price by $0.44.

  14. Looking at trended Woolworths information, comparing the latest 4 week period vs a year ago, prices have increased, while traded volume shows a small decrease Blue Line: Price per Kg. $8.49 in latest period vs. $8.31 last year. Yellow Bar: Kgs sold by Woolworths during each period. QLD Floods Cyclone Yasi

  15. Demographics

  16. While most segments show positive results, there is opportunity to improve penetration on Young Transitionals and Senior Couples. The green bar represents the percent of each demographic purchasing in latest period with the red bar representing the percentage last year

  17. From a Household income perspective, Asian Vegetables are performing much better than Total Vegetables on the High Income household segment High Income households have increased their importance in value at expense of Low and medium income during the last year

  18. 1-2 member households have had the most significant contribution to value sales within Asian vegetables , however still opportunity to increase reach within this household size 1-2 member household size is the most important demographic as they account for 53.2% of sales. Opportunity to increase reach as 1- 2 member household has the lowest penetration

  19. Share of Trade

  20. Green Grocers and WW lead the trade of Asian Vegetables, however there is an important opportunity to increase Coles weight in this segment. This show the actual sales values percentage growth/decline behind the share of trade changes This pie chart shows how the Asian vegetables value distribution is among different retailers/channels of trade

  21. Green Grocers and Independent Supermarkets have increased their share of trade, at expense of Coles, which also showed a drop in the penetration of this segment.

  22. Buyers have increased their average total spend for all Channel/Retailers with the exception of ALDI

  23. Glossary

  24. 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.

  25. Lifestage Demographic Definitions Young Transitionals Adult households (no children <=17) Head of household <35 Small scale families Households with oldest child 6-11 years Start-up families Households with young children only, oldest child < 6 Bustling families Households with oldest child 12-17 years Senior Couples Two (2) or more adults (No children <=17) Head of household 60 or over Independent singles One (1) person adult household (No children <=17) Head of household >=35 Established Couples Two (2) or more adults (No children <=17) Head of household 35-59

  26. Young Senior Transitionals, Couples,14% 15% Start Up Families,9% Established Households, 18% Small Scale Families,11% Bustling Independent Families,16% Singles,17% Lifestage Distribution of Households

  27. Scanning guide enhancements were introduced in August 2009, providing greater depth of information…

  28. How to read a Source of Volume Chart New/Lost Category Buyers Households that purchased the category in one period but not the other and the focus brand was included in the category purchases. Existing brand buyers The Focus Brand experienced gains/losses from households who increased/decreased their purchases of the focus brand New/Lost Brand Buyers Gains or Losses within the Focus Brands by Households who added/omitted the focus brand to their category purchases. Switching Includes households who shifted their focus brand purchases from/to alternative category items.

  29. Appendix

  30. During the last moths, Green grocers have over performed WW in the trade of Asian vegetables

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