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Growth of the grocery market trended over time Value growth remains strong due to price inflation but is slowing as shops increasingly promote. Volume sales have grown slightly in the last two periods. Shopping around more. - PowerPoint PPT Presentation
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© WorldpanelTM division of TNS 2008
Growth of the grocery market trended over timeValue growth remains strong due to price inflation but is slowing as shops
increasingly promote. Volume sales have grown slightly in the last two
periods
5.76.46.77.27.57.888.38.68.48.38.17.67.5
0.90.90.30.1-0.4-0.7-0.300.60.3-0.4-0.3-0.1-0.2
52 w
/e 3
1 Dec
06
52 w
/e 2
8 Ja
n 07
52 w
/e 2
5 Fe
b 07
52 w
/e 2
5 M
ar 0
7
52 w
/e 2
2 Apr
07
52 w
/e 2
0 M
ay 0
7
52 w
/e 1
7 Ju
n 07
52 w
/e 1
5 Ju
l 07
52 w
/e 1
2 Aug
07
52 w
/e 0
9 Sep
07
52 w
/e 0
7 Oct
07
52 w
/e 0
4 Nov
07
52 w
/e 3
0 Nov
08
52 w
/e 2
8 Dec
08
% c
hg
% chg value % Chg Volume
Shoppers are now shopping around more for the offers and visiting on average 2.8 multiples in a 4 weekly period
2.5
2.5
2.4 2.4 2.42.5 2.4
2.5 2.5 2.52.5 2.5 2.5 2.6
2.6 2.6 2.62.6
2.8
4 W/e17
Jun07
4 W/e15Jul07
4 W/e12
Aug07
4 W/e09
Sep07
4 W/e07Oct07
4 W/e04
Nov07
4 W/e02
Dec07
4 W/e24
Feb08
4 W/e23
Mar08
4 W/e20Apr08
4 W/e18
May08
4 W/e15
Jun08
4 W/e13Jul08
4 W/e10
Aug08
4 W/e07
Sep08
4 W/e05Oct08
4 W/e02
Nov08
4 W/e30
Nov08
4 W/e28
Dec08
Shopping around more
Source: TNS Worldpanel, 52 w/e 28th December 08
No of stores visited for multiples
© WorldpanelTM division of TNS 2009
Total fresh produce market is up 2.4% annually due to each HH making 7 extra trips per annum but HH are spending less per trip
Worldpanel KPI Reporting
KM Performance
Total Fruit & Veg - Total Outlets - Total Market Value up 2.4% worth €28.9m52 w/e 30
Dec 0752 w/e 28
Dec 08Actual
Change% Change
000's Euros 1217342.5 1246282.1 28939.63 2.4Penetration % 99.7 99.9 0.12 0.1Purchase Frequency 151.8 158.4 6.63 4.4AWP (Spend per Buyer) 822.59 818.39 -4.19 -0.5Trip Spend 5.42 5.17 -0.25 -4.7
* Penetration contribution
includes population growth of 2.8%Contribution = €52.2m
Purchase Frequency
€5.17 -4.7%
Contribution = €34.7m
Trip Spend
Contribution = -€57.9m158.4 trips +4.4%
AWP (Spend per Buyer)
€818 -0.5%Contribution = -€5745k
Penetration % *
000's Euros
+2.4%Increase of €28.9m
99.9% +0.1%
-80000 -60000 -40000 -20000 0 20000 40000 60000 80000 100000
Penetration % Purchase Frequency Trip Spend
7 extra trips to the fixture
© WorldpanelTM division of TNS 2009
total fruit & veg quarterly trendsfrequency has been higher each period in 2008 compared to 2007 and the spend has
been dropping for throughout 2008. Each HH is spending €11 less per quarter on the
categoryPenetration
99.0 99.1 99.3 99.599.8 99.5 99.6 99.8 99.7
12 w /e 31 Dec06
12 w /e 25 Mar07
12 w /e 17 Jun07
12 w /e 07 Oct07
12 w /e 30 Dec07
12 w /e 23 Mar08
12 w /e 15 Jun08
12 w /e 05 Oct08
12 w /e 28 Dec08
33.235.2 35.0 35.6
34.236.0 36.9 37.2 36.1
Frequency
172.71192.05 192.13 189.72 184.21 197.98 201.36
178.51 175.79
5.20 5.45 5.48 5.33 5.39 5.50 5.46 4.80 4.86
Spend per Shopper (€) Trip Spend (€)
© WorldpanelTM division of TNS 2009
Total fresh produce market share quarterly
58.2
54.1 54.953.0
56.9 55.4 53.3 52.655.7
13.012.313.014.1
15.616.017.117.219.6
45.9 44.347.4
46.744.643.1
47.045.1
41.8
31-Dec-06 25-Mar-07 17-Jun-07 07-Oct-07 30-Dec-07 23-Mar-08 15-Jun-08 05-Oct-08 28-Dec-08
Total Vegetables Potatoes Total Fruit
