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Pumpkin Report Brand Health & Demographics. Source: Nielsen Homescan data until 26 th November 2011 Nielsen Scantrack data (National Woolworths) until 20 th November 2011. Pumpkin …. - PowerPoint PPT Presentation
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Pumpkin ReportBrand Health& Demographics
• Source: • Nielsen Homescan data until 26th November 2011• Nielsen Scantrack data (National Woolworths) until 20th November 2011
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Pumpkin …..Over the last year, almost 7 out of 10 Australian Households purchased Pumpkin; spending on average $16.3 and buying 6.6 kilos of the commodity
Looking at Woolworths scanned information, Pumpkin volume decreased -4.5%, while value increased 21% as prices grew over 60 cents in the last year
Shoppers who bought did it less frequently than last year, however on average spent more per shopping trip which had a positive impact in
the average spend per year
While WW, Coles and Green Grocers lead Pumpkin trade, Coles was the only retailer that increased its share in the latest period
All demographic segments increased their spend, however there is opportunity to recover penetration at Young Transitionals, Independent Singles and Established Couples.
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Homescan Overview
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
• 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
Store-Level Scanning Sales Household Panel Information
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Purchase data is automatically modemed back to Nielsen via
the telephone lineNielsen processes the data together with stringent QC
checking
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 outlet and takes
them home
Information is supplied via Advisor i-sights to clients to evaluate consumer and retail trends.
Start with a panel that is statistically representative of
Australian households
How does Household Panel Information (Homescan) work?
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Key Measures
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
What is driving how much my consumers buy? - Brand Health - ValueAUS | MAT TO 26/11/2011 | Based on Value ($000s)/1000
Source : ACNielsen Homescan Australia
Source: Nielsen l Homescan Australia
In last MAT, Pumpkin penetration reached 76.9%, decreasing 2.7% when compared with previous period, while volume dropped to 6.6 kilos, and spend per household increased to $16.3
This chart compares Pumpkin household reach (penetration) against other vegetables. Blue
represents year ago while yellow represent current year
This chart show the total average household spend across various
vegetable commodities.
This chart show the total average household volume purchase across
various vegetable commodities.
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
What is driving how much my consumers buy? - Brand Health - ValueALL SHOPPERS - AUS - MAT TO 26/11/2011 - BASED ON VALUE ($000'S)/1000
Source : ACNielsen Homescan Australia
Pumpkin buyers are purchasing the commodity less often than a year ago (6.4 times), however spend per occasion increased to $2.6 resulting in an overall increase of spend to 16.3 per year.
This chart compares how frequently Pumpkin is purchased each year
compared to other vegetable commodities
Households are spending approximately $2.60 each time they purchase Pumpkin
Households are spending in total, approximately $16.3 per year in Pumpkin
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
What is driving how much my consumers buy? - Brand Health - ValueAUS | MAT TO 26/11/2011 | Based on Value ($000s)/1000
Source : ACNielsen Homescan Australia
The total volume decrease was a result of a slight drop in the shopping frequency and purchase size per occasion.
Source: Nielsen l Homescan Australia
Households are buying approximately 1 kilo each time they purchase Pumpkin
Households are buying in total, approximately 6.6 kilos per year in Pumpkin
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
How are the key consumer drivers of sales changing over time? - Brand Health - ValueALL SHOPPERS - AUS - TOTAL VEGETABLES - BASED ON VALUE ($000'S)/1000
Source : ACNielsen Homescan Australia
Average household spend on Vegetables peaked immediately following the natural disasters in February
Cyclone Yasi
QLD Floods
This chart shows that the average household increased their spend (red line) on Vegetables in the periods during & after
the natural disasters.
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
How are the key consumer drivers of sales changing over time? - Brand Health - ValueALL SHOPPERS - AUS - TOTAL PUMPKIN - BASED ON VALUE ($000'S)/1000
Source : ACNielsen Homescan Australia
Over a two year period we can see that average value weight of purchase has increased over the Cyclone Yasi period, however current spend is higher than when compared with same period last year.
Cyclone Yasi
QLD Floods
During peak seasons, average household spend decreased (red line) as the number of households
increased (blue bars)
Pumpkin peak season March - August
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
What is driving how much my consumers buy over time? - Brand Health - ValueALL SHOPPERS - AUS - TOTAL PUMPKIN - BASED ON VALUE ($000'S)/1000
Source : ACNielsen Homescan Australia
Variation in $AWOP are linked to changes in the level of spend per shopping occasion as frequency is steady
Cyclone Yasi
QLD Floods
Green Line: how many times consumers buy it – it is
stable.
Yellow Line: How much they spend each time. For November, this index
reached: $3.2
Pumpkin peak season March - August
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Table Report | Nat Woolworths - T. Pumpkin | T. Fresh Fruit and VegetablesUnits of Measure: Units = System Units(000's) | Volume = Kilograms(000's) | Value = $ (000's)
MAT To 21/11/2010 MAT To 20/11/2011
Kilograms(000's)
$ (000's)
Price per Vol (Kg)
22,127.1
53,804.1
$2.43
21,132.2
65,243.8
$3.09
SOURCE: Nielsen Australia ScanTrack (HAL_FRESH_FRUIT_VEGETABLES C drive )
Looking at Woolworths scanned information, Pumpkin volume has decreased-4.5%, while value increased 21% as prices grew over 60 cents in the last year
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Table Report | Nat Woolworths - T. Pumpkin | T. Fresh Fruit and VegetablesUnits of Measure: Units = System Units(000's) | Volume = Kilograms(000's) | Value = $ (000's)
SOURCE: Nielsen Australia ScanTrack (HAL_FRESH_FRUIT_VEGETABLES C drive )
Looking at trended Woolworths information, the affects of Queensland natural disasters can be seen however, prices shown a steady increase since August
Cyclone Yasi
QLD Floods
Blue Line: Price per Kg. $4.59 in latest period vs.
$3.48 last year.
Yellow Bar: Kgs sold by Woolworths during each
period.
Pumpkin peak season March - August
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Demographics
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Who buys my brand? (Lifestage) - Demographics - ValueAUS - TOTAL PUMPKIN - MAT TO 26/11/2011 - BASED ON VALUE ($000'S)/1000
Source : ACNielsen Homescan Australia
While all segments increased their spend, there is opportunity to recover the reach of the commodity at Young Transitionals, Independent Singles and Established Couples. The green bar
represents the percent of each demographic purchasing in latest
period with the red bar representing the
percentage last year
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Who buys my brands? (Income) - Demographics - ValueAUS - TOTAL PUMPKIN - MAT TO 26/11/2011 - BASED ON VALUE ($000'S)/1000
Source : ACNielsen Homescan Australia
From a Household income perspective, opportunities arise to recover penetration at Medium and High income households.
High Income households have increased their importance in value at expense of
Low income during the last year
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Who buys my brands? (Household Size) - Demographics - ValueAUS - TOTAL PUMPKIN - MAT TO 26/11/2011 - BASED ON VALUE ($000'S)/1000
Source : ACNielsen Homescan Australia
1-2 member households have had the most significant contribution to value sales within Pumpkin
1-2 member household size is the most important demographic as they
account for 55% of sales.
Opportunity to increase reach as 1- 2 member household has the lowest
penetration
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Share of Trade
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Share of Trade - Share of TradeALL SHOPPERS - MAT TO 26/11/2011 - TOTAL PUMPKIN - BASED ON VALUE ($000'S)/1000
Source : ACNielsen | Homescan Australia
While WW, Coles and Green Grocers lead Pumpkin trade, Coles is the only retailer that has increased its share in the latest MAT
This pie chart shows how is the Pumpkin value distribution among different
retailers/channels of trade
This show the actual sales values percentage growth/decline behind the share
of trade changes
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
ALL SHOPPERS - TOTAL PUMPKIN Consumer KPI'sValue Basis: VALUE ($000'S) Source: Nielsen Homescan
While all retailers but ALDI are showing a lower penetration, Coles share of trade growth was based on an important increase on the total spend per household within this outlet.
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
What is driving how much my consumers buy? - Brand Health - ValueALL SHOPPERS - AUS - MAT TO 26/11/2011 - BASED ON VALUE ($000'S)/1000
Source : ACNielsen Homescan Australia
Buyers have increased their total spend and spend per occasion for all Channel/Retailers.
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Glossary
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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.
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Lifestage Demographic DefinitionsYoung Transitionals
Adult households (no children <=17)Head of household <35
Small scale familiesHouseholds with oldest child 6-11 years
Start-up familiesHouseholds with young children only, oldest child < 6
Bustling familiesHouseholds with oldest child 12-17 years
Senior CouplesTwo (2) or more adults (No children <=17)Head of household 60 or over
Independent singlesOne (1) person adult household (No children <=17)
Head of household >=35Established Couples
Two (2) or more adults (No children <=17)Head of household 35-59
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Young Transitionals,
15%Start Up
Families,9%
Small Scale Families,11%
Bustling Families,16%
Independent Singles,17%
Established Households,
18%
Senior Couples,
14%
Lifestage Distribution of Households
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Scanning guide enhancements were introduced in August 2009, providing greater depth of information…
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Source of Growth / Decline - Bulla Premium Family Tubs | Based on UnitsFor Period MAT to 19/02/2011 vs YA | Relative to Total Ice Cream
Incremental / Lost Category Sales
65.5
1.1
18.1
27.8
18.5
Total %Change in
Volume
New/LostCategoryBuyers
Cat Exp/Cont- Retained
BrandBuyers
Cat Exp/Cont- New/Lost
BrandBuyers
SwitchingTotal
% Change In Volume Due To Switching To/From…
-0.5-0.5-0.2-0.1-0.1
-0.10.10.10.10.10.10.20.20.20.30.40.40.50.50.50.60.60.80.91.21.21.41.5
1.86.2
-0.1-0.1
PL MPs (79) Billabong MPs (163.6)
Magnum Temptation MPs (191.8) Magnum Other MPs (127.2)
Bulla Creamy Classic MPs (102.3) Paddle Pop Regular MPs (208.6)
Splice MPs (204.2) Connoisseur Tubs (154.9)
Bulla Premium Family Tubs (112.5) W eiss MPs (117.1)
Calippo MPs (138.8) Sara Lee Tubs (115.4)
Bulla Health Tubs (151.6) Blue Ribbon Regular Tubs (84.7)
Icy Pole MPs (129.8) Maxibon MPs (92.7)
Bulla Fruit & Yog MPs (159.2) Weis Tubs (144.3)
Bulla Bars MPs (253.7) Gaytime MPs (134.4)
Blue Ribbon Light Tubs (143.9) Paddle Pop W ater Ice MPs (116.6)
Frosty Fruit MPs (137.6) Magnum Minis MPs (97.6)
Bulla Splitz MPs (114.9) Heaven MPs (135.3)
Cornetto MPs (121.9) PL Tubs (76)
Drumstick MPs (112.2) Bulla Everyday Family Tubs (146.7)
Other Nestle MPs (121.1) All Other (74.4)
Source: ACNielsen | Homescan® (Australia) - Issue # 467940
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.
New/Lost Brand Buyers
Gains or Losses within the Focus
Brands by Households who
added/omitted the focus brand to their category
purchases.
Existing brand buyers
The Focus Brand experienced gains/losses
from households who
increased/decreased their
purchases of the focus brand
SwitchingIncludes
households who shifted their focus
brand purchases
from/to alternative
category items.
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Appendix
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
What is driving grocery sales? (Account Comparison) - Bigger Picture - ValueALL SHOPPERS - TOTAL PUMPKIN - SHARE OF TRADE ($)
Source : ACNielsen | Homescan Australia