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3 © GfK 2012
94
8 811
19
28
8
4
7
32
1
40
23
34
58
26
36
11
2
4
3 1
3
17
15
16
7
11
42
21
14
116
28
83
2821
1 1
17
9 9 89 98 101218 1720
231
335
24
50
42
17
1 28
1519
19
41
53
27
72
37
22
22
20
62
51
3
2
2
2
2
6
2
1
2
1
2
4
1
8
19
29
14
16
16
10
3
177
26
15
24
19
14
24
17
13
14
13
14
19
26
40
31
23
15
5
26
3
23
1
1014
beforenow beforenow beforenow beforenow beforenow beforenow beforenow beforenow beforenow beforenow
Hypermarket
Supermarket
Discount
Cash & Carry
Small groceryshops
Street vendors +open markets
Others
Poland Czech
Republic Slovakia Hungary Croatia Serbia Romania Bulgaria Russia Ukraine
Source: GfK Consumer Panel Services; Measure: value share (%)
Outlet type structure in the region (2011 Vs. 2003)
Big change in last 10 years…
4 © GfK 2012
Consumer Panel Services l Outlet types development across region l Value share within FMCG basket in 2009-2011
Ukraine Russia Bulgaria Romania Serbia Bosnia Croatia Hungary Slovakia Czech Republic Poland
… almost no change in last 3 years
5 © GfK 2012
Po
lan
d
Source: GfK Consumer Panel Services; Calculation based upon consumer basket including monitored product categories; Top 10 retailers value share (%);
Hungary Croatia Bulgaria
Ro
ma
nia
U
kra
ine
R
uss
ia S
erb
ia
Czec
h
Rep
ub
lic
Slo
va
kia
27%
60%
58%
81%
61%
86%
before
now
9%
36%
18%
41%
45%
76%
57%
67%
8%
35%
2%
10%
n/a
19%
Top 10 retailers share in the region (2011 Vs. 2003)
Concentration of Top 10 accounts across
the region
6 © GfK 2012
Delhaize
Mercator&Roda
DIS
Idea
Univerexport
Interex (Intermarche) Metro
Lilly
SuperVero
DM
2011
Top 10 41.0
Power of top 10 accounts will continue
growing, new players will enter the market
Source: GfK Consumer Panel Services; Calculation based on monitored product categories
2009: 38%
2010: 39%
7 © GfK 2012
Source: GfK Consumer Panel Services – Households panel
Total Beer value share by format and
Top 10 Accounts
28
72
1 HY 2012
Others
Top 10 Accounts
8 © GfK 2012
Po
lan
d
Hungary Croatia Bulgaria
Ro
man
ia
Ukra
ine
R
uss
ia S
erb
ia
Czec
h
Rep
ub
lic
Slo
va
kia
12%
24%
18*%
20%
24*%
29%
then
now
0.2%
11%
0%
3.6%
5%
18%
15%
27%
0%
9%
0%
1%
0%
2%
Private labels share in the region (2003 Vs 2011)
PL share across the region 2003-2011
*2007 Source: GfK Consumer Panel Services; Calculation based on monitored product categories
10 © GfK 2012
7
83
10
1 HY 2012
Piece share in %
Source: GfK Consumer Panel Services – Households panel
Beer volume and piece share by pack type
1 HY 2012
6
65
29
1 HY 2012
Volume share in %
Plastic Bottle
Glass Bottle
Can
11 © GfK 2012
Source: GfK Consumer Panel Services – Households panel
Beer volume and piece share by pack size
1 HY 2012
1
70
2
27
1 HY 2012
Volume share in %
1L +
1L
0.5L - 0.99L
0-0.49L
2
88
19
1 HY 2012
Piece share in %
13 © GfK 2012
Consumer now as to…
56% it is important to
always be reachable
wherever they are.
66% really need the
shops and services they
use to be available at all
times
49% prepared to
pay more for products
that make their life
easier.
14 © GfK 2012
…be prepared for the consumer tomorrow
Make it convenient
“What do I want? Everything. When do I want it? Now!”
1
Source: Roper Research Worldwide; Serbia 2009 & 2011, n=1000 nationally representative
Implications:
be accessible; help
consumers to cope with
pressure
15 © GfK 2012
Consumer now as to…
58% always look for
ways to simplify their life.
66% Having less
choice makes it easier
for them to make a
purchase decision
70% think of
Simplicity as
important value.
16 © GfK 2012
…be prepared for the consumer tomorrow
Convenience
“What do I want? Everything. When do I want it? Now”
1
Simplify
“Less is more for some, but others just want to bring a little order to their cluttered lives”
2
Implications:
→ Make your offer easy to
understand, buy and use
→ Make some choices on
consumers’ behalf
→ Avoid overload, especially
on websites…
→ But also on advertising,
packaging, labels…
17 © GfK 2012
Consumer now as to…
71% think of home as
a private retreat where they
can relax and get away
from it all
60% think of home
as a reflection of who
they are and what they
value
56% enjoy
spending a lot of free
time at home
18 © GfK 2012
…be prepared for the consumer tomorrow
Convenience
“What do I want? Everything. When do I want it? Now!”
1
Simplicity
Be a part of in-home experience
“Less is more for some, but others just want to bring a little order to their cluttered lives”
2
“I appreciate products and services that augment the in-home
experience”
3
Implications:
→ Help consumers to accentuate
in-home experience
→ Enable consumers to put
personal touch to your product
that reflects who they are
19 © GfK 2012
Consumer now as to…
20% of Serbian citizens
has volunteered in ecological
activities. In 2009 only 2% did so.
37% recycled. In
2009 8% did so. 60% talked about
environment protection.
Two years ago 22% did so.
74% think that
brands & companies
should care about the
environment.
20 © GfK 2012
…be prepared for the consumer tomorrow
Convenience
“What do I want? Everything. When do I want it? Now!”
1
Simplicity
Go Green
“Less is more for some, but others just want to bring a little order to their cluttered lives”
2
“Awareness of environmental issues has led me to
reassess my attitudes and behaviors”
4
Cocooning
“I appreciate products and services that augment the in-home
experience”
3
Implications:
→ Consumers expect from
you to think “green”
→ Serbia perceived as
country for agriculture –
healthy food production; use
this belief
→ Don’t overdo, they are not
ready to pay extra
21 © GfK 2012
75% will
choose an
alternative if not
satisfied with a
product or service
1 out of 2
highly value Fun, and for
67% Pleasure is
highly important.
74% highly value
Enjoying life
Consumer now as to…
22 © GfK 2012
Influences on a future consumption behavior
Convenience
“What do I want? Everything. When do I want it? Now!”
1
Simplicity
Green
Delight
“Less is more for some, but others just want to bring a little order to their cluttered lives”
2
“Awareness of environmental issues has led me to
reassess my attitudes and behaviors”
4
“Despite the need to economize, I don’t want to sacrifice
my moment of pleasure and indulgence ”
5
Cocooning
“I appreciate products and services that augment the in-home
experience”
3
Implications:
→ Think about how you can
help your consumer to feel
special
→ Be innovative, but not at
the expense of functionality
or product benefits
23 © GfK 2012
Internet is our connection to life
April 2012, internet usage in Serbia:
Daily 37%
Couple times a week 12%
Several times a month 5%
Less frequently 2%
Never 44%
80% teenagers use
Internet over mobile &
99% use it in this way up to
1h
Only 10% teenagers
never inform
themselves about
products over
internet
Implications:
→ Internet is our
connection to life
→ Keep eye on
digital consumer