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Copyright © 2012 The Nielsen Company. Confidential and proprietary.Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
April 27, 2012
Todd HaleSVP, Consumer & Shopper Insights
Version 31
2
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Table of Contents
2
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
• Demographic Trends (3)
• Generational (4)
• The Growth Majority (18)
• Convenient Consumer Solutions (53)
• Health & Wellness (100)
• Sustainability (127)
• Media Trends (134)
• Summary & Closing Thoughts (152)
3
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Demographic Trends
4
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Urbanization &Industrialization
foster …
Decliningbirth
rates …
UnevenPopulation
Growth
OlderConsumers
withNew Needs
Changes inPer HH
Spending
Immigration& Growthin EthnicFamilies
Declining %of HHs with
Children
And has important implications on the future …
Which leadto an agingpopulation
The face of the American consumer is changing
5
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
$30
$35
$40
$45
$50
$55
Greatest Gen Boomers Gen X Millennials100
125
150
175
Greatest Gen Boomers Gen X Millennials
$5,500
$6,000
$6,500
$7,000
$7,500
Greatest Gen Boomers Gen X Millennials20%
22%
24%
26%
28%
Greatest Gen Boomers Gen X Millennials
Shopping Trips Per Household Basket Ring Dollars Per Trip
Basket Ring Dollars Per Household % Dollars on Deal
Total Retail Channels
Greatest Generation: Prior to 1946; Boomers: 1946-1964, Gen X: 1965-1976, Millennials: 1977-1994
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
Older segments more frequent shoppers; younger offset with bigger baskets
6
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
22
23
24
25
26
27
28
Greatest Gen Boomers Gen X Millennials30
40
50
60
70
Greatest Gen Boomers Gen X Millennials
11
12
13
14
Greatest Gen Boomers Gen X Millennials1011121314151617
Greatest Gen Boomers Gen X Millennials
Shopping Trips Per HouseholdGrocery Stores Supercenters
Mass Merchandisers Drug Stores
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
Younger less frequent shoppers in grocery, supercenters & drug – on par in mass
Greatest Generation: Prior to 1946; Boomers: 1946-1964, Gen X: 1965-1976, Millennials: 1977-1994
7
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
$45
$50
$55
$60
$65
$70
Greatest Gen Boomers Gen X Millennials$30
$40
$50
Greatest Gen Boomers Gen X Millennials
$30
$35
$40
$45
$50
$55
$60
Greatest Gen Boomers Gen X Millennials$20
$21
$22
$23
$24
$25
$26
Greatest Gen Boomers Gen X Millennials
Basket Ring Dollars Per TripGrocery Stores Supercenters
Drug StoresMass Merchandisers
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
But younger generations are bigger per trip spenders in all of these retail channels
Greatest Generation: Prior to 1946; Boomers: 1946-1964, Gen X: 1965-1976, Millennials: 1977-1994
8
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
5
10
15
Greatest Gen Boomers Gen X Millennials5
10
15
Greatest Gen Boomers Gen X Millennials
5
10
15
Greatest Gen Boomers Gen X Millennials
Shopping Trips Per HouseholdWarehouse Clubs Dollar Stores
Convenience/Gas
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
Younger less frequent shoppers in club, dollar & convenience/gas channels
Greatest Generation: Prior to 1946; Boomers: 1946-1964, Gen X: 1965-1976, Millennials: 1977-1994
9
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
$10
$11
$12
$13
$14
$15
$16
Greatest Gen Boomers Gen X Millennials$80
$90
$100
$110
Greatest Gen Boomers Gen X Millennials
$16
$17
$18
$19
$20
$21
$22
Greatest Gen Boomers Gen X Millennials
Warehouse Clubs Dollar Stores
Convenience/Gas
Basket Ring Dollars Per Trip
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
But younger generations offset fewer trips with bigger baskets in club & dollar
Greatest Generation: Prior to 1946; Boomers: 1946-1964, Gen X: 1965-1976, Millennials: 1977-1994
10
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
6
7
8
9
10
11
Greatest Gen Boomers Gen X Millennials2021222324252627
Greatest Gen Boomers Gen X Millennials
3
4
5
Greatest Gen Boomers Gen X Millennials
Shopping Trips Per HouseholdWalmart Banner Target
Kmart
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
Target has greater relative trip appeal among younger generations
Greatest Generation: Prior to 1946; Boomers: 1946-1964, Gen X: 1965-1976, Millennials: 1977-1994
But Walmart captures more trips per shopper than Target
11
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
$35
$40
$45
$50
$55
$60
Greatest Gen Boomers Gen X Millennials$40
$50
$60
$70
Greatest Gen Boomers Gen X Millennials
$30
$35
$40
$45
$50
Greatest Gen Boomers Gen X Millennials
Basket Ring Dollars Per TripWalmart Banner Target
Kmart
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
Younger spend more per trip – even in Target where they shop more frequently
Greatest Generation: Prior to 1946; Boomers: 1946-1964, Gen X: 1965-1976, Millennials: 1977-1994
12
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Big differences in category spend – some driven by diverse households, other by diverse preferences
Annual $ Per Hhld* Greatest Gen Boomers Gen X Millennials
Baby Food 41 54 97 142
Carbonated Beverages 96 133 130 104
Cereal 63 70 88 83
Detergents 46 53 58 47
Hair Care 28 40 48 37
Ice Cream 40 37 34 26
Pet Food 205 223 165 116
Vitamins 121 97 75 65
Wine 122 118 95 68
Where is your category or brand driving sales?
Greatest Generation: Prior to 1946; Boomers: 1946-1964, Gen X: 1965-1976, Millennials: 1977-1994*Among category buyers
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
UPC-coded products
13
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
As population grays, AARP redefines their audience; retailers focus on seniors
Source: AARP, Walgreens, Kroger, Fry’s, Harris Teeter
If you're 55+, you can save an additional 10% on your food bill (less V.I.P savings,
taxes, and coupons) the first Wednesday of every month.
Kroger: Seniors receive a 10% discount OFF of your total
purchases on the first Wednesday of every month. All Seniors, 60 years and older are
eligible! (southern Illinois, southern Indiana, select KY &
Nashville, TN area stores Only!)
AARP: Get a Donut with purchase of a L or XL Hot Coffee
14
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Grocery call-in service aimed toward elderly & disabled
Source: Roche Bros
15
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
HBC Senior focus – what about food & beverage & non-food?
Source: MultiAd Kwikee
16
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Portion sizes for one or two, but what else?
Source: MultiAd Kwikee
17
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Grandparents: an opportunity when you consider the # of children & grandchildren they have the potential to spend against – what is the multiplier effect for your banner or brands?
U.S. Grandparent population will grow by 11% from 69.6 million in 2010 to 77.1 million by 2015
18
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
The Growth Majority
19
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Ethnic Households will be the Majority by 2050
Distribution of the U.S. Population
70%
4%
13%
13%
35%
65%
5%
14%
16%
35%
60%
6%
14%
19%
60%
7%
14%
23%
51%
8%
15%
27%
54%
46%
9%
15%
30%
54%
205020402030202020102000
Hispanic Black Asian White Non-Hispanic
Source: US Census
20
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
The White Non-Hispanic Population Skews Much Older Today
5%
13%
15%
68%
5%
16%
22%
56%
5%
17%
18%
60%
6%
14%
19%
60%
5%
12%
13%
68%
4%
9%
7%
79%
Population Age By Ethnicity
55+35-5418-3412-17Under 12Total
Asian Black Hispanic White Non-Hispanic
Source: US Census
21
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Nearly 92% of the nation’s population growth came from minorities of all types
Source: USA TODAY / U.S. Census Bureau
Hispanics
Blacks
Whites
Asians
2010 versus 2000
22
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U.S. Consumer Trends
Large metros Small metros Non-metro areas
“Non-Whites & Hispanics accounted for 98% of the population growth in large metro areas”
Source: State of Metropolitan America - Brookings
% U.S. White Population
'90 '00 '10 '90 '00 '10 '90 '00 '10
7163
57
8277
73
8682 80
23
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Large metros Small metros Non-metro areas
And some other amazing factoids to drive your multicultural engagements
Source: State of Metropolitan America - Brookings
% U.S. White Population
'90 '00 '10 '90 '00 '10 '90 '00 '10
7163
57
8277
73
8682 80
Small metros Non-metro areas
“42 of 100 largest metros lost white
population & 22 are “majority minority”
populations”
“Nearly half of Hispanics live in
just 10 large metros, but those accounted for only 36% of Hispanic
growth”
“Asians even more concentrated with 1/3rd living in just
three metros: Los Angeles, New York, & San Francisco”
“Atlanta, Dallas & Houston led all metros in Black
population gains, while populations dropped in New York, Chicago &
Detroit”
24
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
“Hispanic shoppers bring increased buying power as numbers rise”
$1.3
$1.0 Trillio
ns
2010 2015
9%
4%
1980 2009
Hispanic Buying Power
Latinos of Mexican heritage represent the single most influential segment of the Hispanic market
w/ $616 billion in buying power
Source: Package Facts (estimates) via Convenience Store News
25
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
$40
$45
$50
$55
Hispanic - SpanishPrefered
Hispanic EnglishPreferred
White Non-Hispanic140
145
150
Hispanic - SpanishPrefered
Hispanic - EnglishPreferred
White Non-Hispanic
$6,500
$6,750
$7,000
$7,250
$7,500
Hispanic - SpanishPrefered
Hispanic - EnglishPreferred
White Non-Hispanic22%
28%
Hispanic - SpanishPrefered
Hispanic - EnglishPreferred
White Non-Hispanic
Total Retail ChannelsShopping Trips Per Household Basket Ring Dollars Per Trip
Basket Ring Dollars Per Household % Dollars on Deal
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
Hispanics shop less often, but spend more per trip & annually, and less deal prone
26
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
African Americans shop often, spend less per trip & overall, and less deal prone
$30
$35
$40
$45
African American Non-African American140
145
150
155
160
165
170
African American Non-African American
$5,500
$6,000
$6,500
$7,000
African American Non-African American15%
20%
25%
30%
African American Non-African American
Total Retail ChannelsShopping Trips Per Household Basket Ring Dollars Per Trip
% Dollars on Deal
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
Basket Ring Dollars Per Household
27
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Asians shop more often, spend slightly less per trip & are more deal prone
$42
$44
$46
$48
Asian White Non-Hispanic140
145
150
155
Asian White Non-Hispanic
$6,500
$6,750
$7,000
Asian White Non-Hispanic22%
26%
30%
34%
Asian White Non-Hispanic
Total Retail ChannelsShopping Trips Per Household Basket Ring Dollars Per Trip
% Dollars on Deal
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
Basket Ring Dollars Per Household
28
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
English-preferred exhibit trip preference within supercenters & mass-merchandisers
202122232425262728
Hispanic - SpanishPrefered
Hispanic - EnglishPreferred
White Non-Hispanic46
51
56
Hispanic - SpanishPrefered
Hispanic - EnglishPreferred
White Non-Hispanic
10
11
12
13
14
15
Hispanic - SpanishPrefered
Hispanic - EnglishPreferred
White Non-Hispanic12
13
14
Hispanic - SpanishPrefered
Hispanic - EnglishPreferred
White Non-Hispanic
Shopping Trips Per HouseholdGrocery Stores Supercenters
Mass Merchandisers Drug Stores
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
29
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Except for drugstores, African Americans make fewer trips to major channels
20
21
22
23
24
25
26
African American Non-African American50
55
60
African American Non-African American
10
11
12
13
African American Non-African American12
13
14
15
16
African American Non-African American
Shopping Trips Per HouseholdGrocery Stores Supercenters
Mass Merchandisers Drug Stores
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
30
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Asian households more frequent shoppers in all major channels but supercenters
16
18
20
22
24
26
28
Asian White Non-Hispanic56
57
58
59
60
Asian White Non-Hispanic
10
12
14
16
Asian White Non-Hispanic12
13
14
15
16
Asian White Non-Hispanic
Shopping Trips Per HouseholdGrocery Stores Supercenters
Mass Merchandisers Drug Stores
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
31
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
$55
$60
$65
$70
Hispanic - SpanishPreferred
Hispanic - EnglishPreferred
White Non-Hispanic$42
$43
$44
$45
$46
$47
$48
Hispanic - SpanishPreferred
Hispanic - EnglishPreferred
White Non-Hispanic
$45
$50
$55
Hispanic - SpanishPreferred
Hispanic - EnglishPreferred
White Non-Hispanic$23
$24
$25
$26
Hispanic - SpanishPreferred
Hispanic - EnglishPreferred
White Non-Hispanic
Basket Ring Dollars Per TripGrocery Stores Supercenters
Drug StoresMass Merchandisers
Hispanics offset less frequent shopping by spending more per trip
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
32
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
$50
$55
$60
$65
African American Non-African American$30
$35
$40
$45
African American Non-African American
$40
$45
$50
African American Non-African American$20
$21
$22
$23
$24
$25
African American Non-African American
Basket Ring Dollars Per TripGrocery Stores Supercenters
Drug StoresMass Merchandisers
African Americans spend less per trip in major retail channels
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
33
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
$50
$55
$60
$65
Asian White Non-Hispanic$30
$35
$40
$45
Asian White Non-Hispanic
$40
$45
$50
Asian White Non-Hispanic$20
$22
$24
$26
$28
Asian White Non-Hispanic
Basket Ring Dollars Per TripGrocery Stores Supercenters
Drug StoresMass Merchandisers
Asians offset their frequent shopping by spending less per trip
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
34
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
5
10
15
Hispanic - SpanishPreferred
Hispanic - EnglishPreferred
White Non-Hispanic5
10
15
Hispanic - SpanishPreferred
Hispanic - EnglishPreferred
White Non-Hispanic
5
10
15
Hispanic - SpanishPreferred
Hispanic - EnglishPreferred
White Non-Hispanic
Shopping Trips Per HouseholdWarehouse Clubs Dollar Stores
Convenience/Gas
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
Hispanics measure up well to White Non-Hispanics in these channels
35
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
5
10
15
20
25
African American Non-African American5
10
15
African American Non-African American
5
10
15
20
African American Non-African American
Shopping Trips Per HouseholdWarehouse Clubs Dollar Stores
Convenience/Gas
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
African Americans are more frequent shoppers in dollar stores & c-stores
36
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
5
10
15
Asian White Non-Hispanic5
10
15
Asian White Non-Hispanic
5
10
15
Asian White Non-Hispanic
Shopping Trips Per HouseholdWarehouse Clubs Dollar Stores
Convenience/Gas
Source: Nielsen Homescan;Total U.S. 52 weeks ending 12/31/2011;
excludes gas only or Rx only trips
Asians very frequent club shoppers, but not in dollar or convenience/gas
37
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Hispanic households spend more on basic food ingredients, beauty care & categories for babies
Source: Nielsen Homescan, 52 Weeks Ending 12/31/2011; UPC-coded;Purchase index: share of Hispanic $ sales divided by
U.S. household $ share X 100
Hispanic Dollar Index
Edible Non-Edible
Dried Vegetables & Grains 221 Hair Care 154
Shortening & Oil 152 Women’s Fragrances 149
Baby Food 150 Grooming Aids 144
Prepared Food-Dry Mixes 138 Disposable Diapers 144
Canned Milk & Creamers 134 Family Planning 142
Shelf-Stable Juices/Drinks 133 Photographic Supplies 142
Eggs 130 Baby Needs 137
Refrigerated Juices/Drinks 129 Sanitary Protection 129
Gum 127 Cosmetics 127
Beer 124 Laundry Supplies 124
38
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Language preference tied to category spending
Dried Vegetables & Grains
Shortening Oil
Men's Toiletries
Baby Food
Prepared Foods – Dry Mix
All Nielsen Categories
Charcoal & Accessories
Pet Food
Fzn Pizza & Snacks
Diet Aids
Wine
Spanish-Preferred HouseholdsEnglish-Preferred Households
Share of Hispanic dollars by preferred language
English-preferred
households spend more on
general population categories important
Source: Nielsen Homescan, 52 Weeks Ending 12/31/2011;
UPC-coded
39
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
African American households spend more on basic food, beverages, personal & beauty
Source: Nielsen Homescan, 52 Weeks Ending 12/31/2011; UPC-coded;Purchase index: share of African American $ sales divided by
U.S. household $ share X 100
African American Dollar Index
Edible Non-Edible
Frz Meat, Poultry, Seafood 167 Ethnic HBC 946
Dried Vegetables & Grains 164 Feminine Hygiene 181
Coolers 160 Fresheners & Deodorizers 179
Shelf-Stable Juices/Drinks 156 Men’s Toiletries 171
Refrigerated Juices/Drinks 154 Personal Soap & Bath 164
Seasonings & Spices 153 Women’s Fragrances 162
Sugar & Sweeteners 150 Cookware 134
Shortening & Oil 150 Sanitary Protection 132
Non-Carb Soft Drinks 140 Charcoal 129
Flour 134 Photographic Supplies 127
40
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Asian households spend more on foods that fit their dietary habits, baby, personal & beauty
Source: Nielsen Homescan, 52 Weeks Ending 12/31/2011; UPC-coded;Purchase index: share of Asian $ sales divided by
U.S. household $ share X 100
Asian Dollar Index
Edible Non-Edible
Dried Vegetables & Grains 274 Photographic Supplies 289
Baby Food 203 Family Planning 284
Refrigerated Juices/Drinks 152 Baby Needs 216
Fresh Produce 139 Skin Care 192
Snacks, Dips – Diary 137 Disposable Diapers 165
Yogurt 128 Oral Hygiene 161
Pasta 127 Sanitary Protection 159
Dried Fruit 127 Kitchen Gadgets 140
Shortening & Oil 126 Hair Care 135
Soup 124 Vitamins & Supplements 133
41
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
H-E-B meets w/ customers, asks “what would you love to see?” and delivers!
Source: H-E-B & Alberto Martinez /Austin American-Statesman (photo)
“They wanted more things that remind them of home.”
“The $7 million remodeling project — which added 6,000
square feet and about 40 employees to the store —
includes a masa factory that grinds corn daily, a tortilleria that will turn that masa into
tortillas, a carniceria (Latino-focused butcher shop) and a
deli with fresh salsas and cremas.”
North Lamar Boulevard and Rundberg Lane, North Austin, Texas
42
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Winn-Dixie’s Miami store transforms—bilingual décor, made-to-order Cuban café & more!
Source: Winn-Dixie
43
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Pathmark catering to demographics of the neighborhood
Source: Pathmark, Progressive Grocer & NJ.com
Progressive Grocer reported on Mar. 16, 2012—
“Our remodeled Weehawken store…offers shoppers products that match their needs and cultural preferences,” said Sam Martin, president and CEO of Montvale, N.J.-based A&P. “With more diverse offerings and a friendlier, more modern atmosphere, this renovation is a prime example of our goal to enhance our customers’ shopping experience.”
44
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
“General Mills pilots Hispanic online sampling… try-before-you-can-buy offer”
Source: General Mills
“Qué Rica Vida will ship to consumers’
doors a sampling of General Mills products before they're available on shelf, a $30
value. Plus they will receive $8 in coupon savings
to purchase them at their local
store.”
45
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
“Hormel Foods introduces MegaMex Foods, where you can find all the flavors of Mexico”
Source: http://www.hormelfoods.com/brands/MegaMex/default.aspx
46
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Website lends understanding of the power of the African-American consumers
Source: The New York Times & ReachingBlackCosumers.com
The New York Times reported on Nov. 6, 2011—
“We know that there is a significant business opportunity in reaching African-American consumers, who comprise 13 percent of the population and have a spending power of over $957 billion,” Rudy Rodriguez, the director for multicultural marketing at General Mills, said in an e-mail.”
47
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Macy's partners with Latina Magazine & the Hispanic Scholarship Fund
Source: Macy’s
48
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Manufacturer Hispanic websites & apps
Source: Company websites
49
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
General Mills’ Spanish language app for Apple iPad
Source: Company website
Instant access to more than 900
Latin-inspired recipes, in 12
different categories
50
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
P&G’s Gain expanding to reach Hispanics
Photo: P&G Gain
51
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Campbell invests in innovation
Source: Campbell’s Soup news release (02/22/2012)
Campbell aligning with the “New American Family –
nontraditional, multi-generational, single-parent
and multi-cultural”
“Simply put, our mission is to reinvent our products and
our company for a new era.”
52
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Ethnic diversity impacting general population
Source: MultiAd Kwikee
53
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Convenient Consumer Solutions
54
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
“The technology in the app puts you incontrol of the shopping experience"
Source: Stop & Shop; Brittany Sauser (in-store photo);Quote by John Caron, Modiv Media's senior vice president of marketing
55
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
“Shoppers who use the Scan It system spend about 10% more than the average customer”
Source: Stop & Shop; iTunes; WSJ/Philip Montgomery (in-store photo)Quote by Erik Keptner, SVP marketing & consumer insights, Ahold
Supermarket News reported on Feb. 6, 2012—
“Fresh & Easy Neighborhood Market, El Segundo, Calif., is testing a “Scan As You Shop” handheld device at a store here that allows shoppers to scan products during their shopping trip and keep track of what they are spending.”
56
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Interactive self-serve fountain dispenser
Source: Coca-Cola Company
Touch screen enables
consumers to select from 100+ brands
57
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Innovation in vending machines
Buy a Pepsi, "gift" a Pepsi
Oops! Forgot the diapers and formula
Source: We Go Babies & PepsiCo
58
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
New sampling machine w/ facial recognition dispenses to adults only – sorry kids!
*Ed Kaczmarek, Kraft’s director of innovation & consumer experiencesSource: USA TODAY
USA TODAY reported on Dec. 14, 2011—
"This is intelligent marketing. We're making certain we get the right sample to the right consumer.“*
59
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Hershey’s launches travel-retail exclusives
Quote: Hershey World Travel Retail Marketing Manager Onye Ebo Source: Hershey’s
DFNIonline.com reported on Feb. 22, 2012—
“With each piece individually wrapped, Hershey Travel Retail exclusives enjoy unique placement in a retail assortment with a strong brand, strong sharing concept, variety of tastes and flavours, and accessible price points for the travelling consumer.”
60
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
E-Commerce sales have been steadily gaining share for a decade
Q4
19
99
Q2
20
00
Q4
20
00
Q2
20
01
Q4
20
01
Q2
20
02
Q4
20
02
Q2
20
03
Q4
20
03
Q2
20
04
Q4
20
04
Q2
20
05
Q4
20
05
Q2
20
06
Q4
20
06
Q2
20
07
Q4
20
07
Q2
20
08
Q4
20
08
Q2
20
09
Q4
20
09
Q2
20
10
Q4
20
10
Q2
20
11
Q4
20
11
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
55000
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5.5
Retail E-Commerce Sales % of Total Retail Sales
U.S
. D
oll
ars
(B
illi
on
s)
Pe
rce
nt
Source: U.S. Census Bureau
61
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Battle ensues – Walmart makes advances; will a new line be drawn in online space?
Source: Jack Neff, Ad Age & James Steinberg (photo)
“Walmart's store managers and employees will get credit for
online sales from their territory, just like sales in the store. That will give them more reason to
promote Walmart.com, the new iPad app, My Local Walmart
Facebook app, and … refurbished iPhone app to the
140 million weekly in-store shoppers.”
62
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Amazon puts squeeze on publishers & distributors to reduce margins; pulls 5,000 titles
Source: Chicago Tribune, Amazon & Independent Publishers Group (IPG)
Chicago Tribune reported on Feb. 22, 2012—“Amazon began removing the
independent book distributor's e-books from its online bookshelves on Monday
evening after talks to renew their contract to provide e-books to the
world's largest retailer broke down”
63
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Amazon quadruples SKUs; entices customers with 10% discount on regular bulk deliveries
Source: The Grocer
The Grocer (UK) reported on Feb. 11, 2012—
“Amazon has quadrupled the number of grocery products it sells under its Subscribe & Save model since October.“
“More than 8,500 grocery products can now be bought through Subscribe & Save, which allows consumers to sign up for regular bulk deliveries of staple household and larder products in exchange for discounts of at least 10%.”
64
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Rumor: “Amazon in the process of launching a retail store” in Seattle
Source: goodereader.com
Good E-Reader reported on Feb. 4, 2012—
“Amazon sources close to the situation have told us that the company is planning on rolling out a retail store in Seattle within the next few months. This project is a test to gauge the market and see if a chain of stores would be profitable. They intend on going with the small boutique route with the main emphasis on books from their growing line of Amazon Exclusives and selling their e-readers and tablets… Amazon launching their own store will give customers a way to physically buy books and also sample ebooks via WIFI when they are in a physical location.”
65
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
“Walmart Labs is trying to evolve with the changing face of commerce…”
Source: CNNMoney, (quote) Walmart, @WalmartLabs & Small Society
66
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
June 1, 2011, Peapod Delivers reached 20,000
Facebook fans & celebrated by giving
away “$10 off your next order” discounts
Peapod predicts: "In three years, we'll see 50% of orders through mobile & scanning"
Source: Internet Retailer; Peapod; Facebook
Text-message service to alert
customers when their delivery driver is due
to arrive within 10 minutes will be
launching later in the year
67
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Walmart offers free shipping to home with $45 minimum purchase
*Steve Nave, SVP & general manager of Walmart.comSource: Walmart
68
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Walmart blurring the line between brick & mortar and dot com; tests pop-up stores
Walmart.com stores “designed specifically to promote its website to seasonal shoppers”
Source: Financial Times & NBC San Diego (photo)
69
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer TrendsSource: Walmart
Walmart makes improvements to Facebook app to magically find perfect gift for friends
The site includes improved product recommendations; expanded selection from over 100 sites, including Disney, Nordstrom and Think Geek; and birthday reminders
70
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Dollar General debuts e-commerce site on September 8, 2011
“Dollar General is excited to meet the growing demand for online convenience and value,” said Rick Dreiling,
Dollar General’s chairman and CEO. “We have streamlined the online shopping experience, giving
customers what they need, as well as what they want, 24 hours a day, seven days a week, 365 days a year.”
Source: Dollar General
71
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Commuter shopping takes new platform, literally!
Source: P&G Corporate Newsroom
October 2011—P&G has set up virtual stores in four of the busiest
subway stations in Prague (available until end of 2011); P&G products have
90% shelf share in first month
June 2011—A visual experiment in mobile supermarket shopping has done very well for Tesco in South
Korea. The number of new registered members rose by 76%, and online
sales increased 130%
72
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Peapod & Titan bring the store to busy commuters on Philadelphia train platforms
Source: Peapod
Peapod announces Virtual Rail Campaign on Feb. 8, 2012—
“Brands like Coke, Stroehmann and P&G have partnered with Peapod to reach on-the-go- consumers in this convenient, innovative way.”
"It's taking the grocery store and literally putting it on the train platform," said Jeff Randazzo, executive vice president, Titan general manager.
73
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Toys R Us draw shoppers w/ mobile app & 160 pop-up stores for the holidays
Source: Toys R Us on iTunes & Houston Chronicle
Toys R Us Express pop-up stores:
2009 – 902010 – 6002011 – 160
(Toys R Us discoveredless is more!)
Toys R Us expanded mobile offerings & has partnered with:
eBayGoogle
Foursquareshopkick
74
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
AmazonFresh creates “high-performance mobile experience” app for people on the go
Source: iTunes
“with just two taps shoppers can use their iPhone’s camera to scan an item’s
barcode and automatically add it to their current or future shopping list”
75
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Target launches new website; first step towards multi-channel expansion
Source: Target (August 2011)
“new Target.com captures the much-loved Target in-store
experience in a convenient, digital
platform”
76
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Walgreens adds level of convenience, but not available at all stores
Source: Walgreens
77
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Walgreens entices online shoppers
Source: Walgreens & Harris Teeter
78
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
“David Lauren turning his father’s empire into digital leader”
Source: Fast Company
While analysts estimate that online revenue
currently accounts for just 6% of the company's
overall sales, they project it could climb as high as 30% in the years ahead. "It's one of the fastest-growing, best-executed businesses for Ralph
Lauren," says Omar Saad of ISI Group.
79
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
“The investment is a direct reflection of where Nordstrom sees its growth taking place”
Source: Nordstrom’s, MorningNewsBeat & Internet Retailer
On Feb. 20, 2012, Internet Retailer reported that Nordstrom Inc. plans to “spend almost $1 billion over the next five years to continue to support its e-commerce infrastructure”
80
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Home Depot expanding online channel aggressively; free shipping on over 100K items
Source: Home Depot
In-store signs point shoppers to look online for more options. "We know we were behind folks like Amazon.com," said Hal Lawton,
Home Depot's president of online. "We've put a stake in the ground; we want to catch up and then get ahead.”
81
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Home Depot “connecting customers with contractors”
Source: The Home Depot, WSJ Blog, Red Beacon &, Red Beacon Blog
The Wall Street Journal Blog reported on Jan. 23, 2012—
“In its first acquisition since 2006, Home Depot has acquired home
services specialist Red Beacon, which has a software platform that
lets pre-screened home service professionals–plumbers, painters, house cleaners and so on–bid for
jobs. Home Depot will use Red Beacon to connect its own
customers, which include both consumers and professionals.”
82
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Apple iPhone & iPad apps: to simplify lives & make smarter shoppers
Source: Apple iTunes (as of March 8, 2012)
There are more than 200,000 apps for iPad and we’ll see that number grow as people clamor to buy the new iPad.
83
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
“New exclusive mobile coupons” & more!
“Scan, submit & pick-up.
It’s that easy.”
Source: Walgreens & Foursquare
84
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Apple offering in-store customer service & comparison shopping app on the iPad
Source: USA TODAY / Jack Gruber (photo)
85
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
iPad app aggregates shopping catalogs in a searchable, interactive format
Source: www.google.com/catalogs
86
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Study: “Why tablet commercewill soon trump mobile eCommerce”
• Already, 9% of the people who shop online have a tablet• Tablets are taking off — Forrester projects that 82 million
Americans will own one by 2015• The average retailer we survey says that 21% of the mobile
commerce on their sites comes from tablets already• According to a survey conducted jointly by Forrester and
Bizrate, 47% of the tablet owners have bought something on their tablets, and another 13% have shopped with the tablet, even if they haven't bought yet
• Half of the tablet owners shop more on their tablets than on their smartphones (and nearly all of them have smartphones)
Source: Forrester Research, Inc.
87
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Nordstrom joins Home Depot, Lowe’s, Apple in arming associates with mobile POS devices
Source: Forbes & company websites
“Nordstrom has deployed over 6,000 of these devices throughout their 117 full-line stores, and at some Nordstrom locations, there are more mobile POS devices than regular registers…. these devices are part of a larger plan for Nordstrom to help ‘provide a more technology enabled store experience.’”
88
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Starbucks registers 42 million mobile payments since app debuted in Jan. 2011
Source: Starbucks & VentureBeat.com (April 9, 2012)
VentureBeat reported on Apr. 9, 2012—
“You’re going to see us as a company that will push the envelope around mobile pay,” chief digital officer Adam Brotman told VentureBeat. “We want to innovate in that area before others catch up.”
89
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Kohl’s takes in-store kiosks to the airport
Source: howdyfromnyc.blogspot.com
Kohl’s department stores of the future will be smaller as
shoppers shift to the Internet
90
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
LivingSocial tests food ordering & delivery
“Instant ordering will allow …
members to order food for pickup or
delivery from a number of local
restaurants. Additionally, … will
offer white glove delivery from top
restaurants.”
Source: LivingSocial.com; *NACSOnline.com
91
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Convenient solutions for breakfast
Source: MultiAd Kwikee
92
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Lunchtime convenient solutions
Source: MultiAd Kwikee
93
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Convenient solutions for dinner
Source: MultiAd Kwikee
94
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer TrendsSource: MultiAd Kwikee
Restaurant meals & snacks at home!
95
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Convenience foods steam up!
Source: MultiAd Kwikee
96
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Convenient solutions for cleaning
Source: MultiAd Kwikee & company websites
97
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Pre-measured
Source: MultiAd Kwikee
98
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
More than one brand or product in a package
Source: MultiAd Kwikee
99
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
“On-the-go” & “travel packs”
Source: MultiAd Kwikee
100
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Health & Wellness
101
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Evolution of USDA dietary guidance
Source: United States Department of Agriculture (USDA)
1992
2005
2011
102
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Healthy label claims: Sales range from $49B for fat claims to $46M for sterol claims
Source: Nielsen Scantrack & Nielsen LabelTrends Total U.S - Food/Drug/Mass Stores (excl. Walmart)
Label Claims Dollar Sales
52 Weeks Ending 03/17/2012$0
$5,000,000,000
$10,000,000,000
$15,000,000,000
$20,000,000,000
$25,000,000,000
$30,000,000,000
$35,000,000,000
$40,000,000,000
$45,000,000,000
$50,000,000,000 Fat Presence Natural Preservative Presence Vitamin Mineral Presence Calorie Presence Salt or Sodium Presence Sweetener Presence Cholesterol Presence Grain Type Calcium Presence Gluten Free Fruit and Veg Presence Organic Caffeine Presence Fiber Presence Protein Presence No MSG Lactose Presence Hormone Antibiotic Free Omega Presence High Fructose Corn Syrup Free Antioxidants Oil Presence Multigrain Probiotic CARB Conscious Iron Presence Soy GMO Free Calorie 100 Fortified Stevia Flax or Hemp Low Glycemic Plant Sterol
103
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
7/12/2008
9/6/2008
11/1/2008
12/27/2008
2/21/2009
4/18/2009
6/13/2009
8/8/2009
10/3/2009
11/28/2009
1/23/2010
3/20/2010
5/15/2010
7/10/2010
9/4/2010
10/30/2010
12/25/2010
2/19/2011
4/16/2011
6/11/2011
8/6/2011
10/1/2011
11/26/2011
1/21/2012
3/17/2012
-5
0
5
10
15
20
25
Organic LabelsAll Nielsen Measured Categories FDMxWM
Organic labels took a hit in recession, but growth has returnedDollar Sales % Change vs. Year Ago
Source: Nielsen Scantrack & Nielsen Label Trends, Total U.S. Food/Drug/Mass Stores (excl. Walmart),
4-Week Increments vs. Yr Ago
104
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Some label claims struggling
-0.6-1.0
-1.4-1.8
-2.8-2.8
-3.2-3.9
-5.0-5.5-5.9-6.3-6.4-6.4
-6.9-10.7 Omega Presence
Probiotic Vitamin Mineral Presence Calcium Presence Calorie Presence Caffeine Presence CARB Conscious Fortified Antioxidants Fat Presence Fiber Presence Salt or Sodium Presence Grain Type Sweetener Presence Protein Presence Soy
Unit Volume % Change vs. Year Ago
Source: Nielsen Scantrack & Nielsen Label Trends, Total U.S. Food/Drug/Mass Stores (excl. Walmart),
13-Wks Ending 03/17/12 vs. Yr Ago
105
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
0.92.02.12.54.04.64.76.98.48.513.418.221.122.324.425.528.1
54.8112.8 Oil Presence
No MSG
GMO Free
Low Glycemic
Gluten Free
Hormone Antibiotic Free
Fruit and Veg Presence
Stevia
High Fructose Corn Syrup Free
Preservative Presence
Organic
Iron Presence
Lactose Presence
Natural
Multigrain
Flax or Hemp
Calorie 100
Cholesterol Presence
Plant Sterol
Other label claims winningUnit Volume % Change vs. Year Ago
Source: Nielsen Scantrack & Nielsen Label Trends, Total U.S. Food/Drug/Mass Stores (excl. Walmart),
13-Wks Ending 03/17/12 vs. Yr Ago
106
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
> purchase incidence for whole grain, highfiber; is demand or education an issue for others?
Fermented drinks containing 'good' bacteria
Soy Milk
Cereal with added folate
Milk with added supplements/vitamins
Bread with added calcium or other vitamins
Yogurts with Acidophilus cultures / probiotics
Fruit juices with added supplements
Iodine enhanced cooking salt
Cholesterol reducing oils and margarines
Whole grain, high fibre products
6
12
16
19
20
20
21
25
30
46
20
16
26
28
40
32
34
21
34
33
24
13
26
16
16
15
18
18
15
11
50
59
32
37
25
33
27
36
21
10
Regularly Sometimes Rarely Never
Source: Nielsen Global Online Survey – Q1 2011Base: All respondents n=501
How often do you purchase the following foods that promote specific health benefits?
107
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
United States Canada
5849
3545
7 6
Mostly In part Not at all
A lot of room to enhance understanding of nutritional information
Source: Nielsen Global Online Survey – Q1 2011Base: All respondents n=998
How well do you understand the nutritional information panels/labels on food packaging?
108
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Few consumers find label claims 100% believable
Fresh Claims
All Natural Claims
Non-Artificial Claims
Heart-Healthy Claims
Imported Products Food Claims
Organic Claims
Real Fruit Claims
Fat Claims
Vitamin Content
Calorie Content
8
9
9
11
11
14
17
19
28
32
78
77
75
79
72
74
73
69
67
60
13
14
16
10
17
13
10
12
6
8
Always Sometimes Never
Source: Nielsen Global Online Survey – Q1 2011Base: All respondents n=498
Do you believe/trust that these food labels claims on packages are accurate & truthful?
109
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
A&P introduces health & wellness website
Source: http://apfreshonline.com/live-better-wellness.asp
110
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
New look for CVS.com simplifying Rx orders
& promoting online & in-store savings
Source: CVS
111
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Nordstrom partners with American Diabetes Association; Walgreens H&W resources
Source: Nordstrom & Walgreens
112
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Walgreens broadens reach with beauty website; social networking & rewards program to walkers
Source: Walgreens.com/BeautyWithin
113
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Strong online & in-store health & beauty focus from Costco
Source: Costco
114
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
“H-E-B holds 'flash mob' dance event”
Source: The Mexia (TX) News Online (title quote);
H-E-B’s CEO Craig Boyan:
“in honor of Heart Month and the upcoming Valentine’s Day
holiday, we’ll be hosting a flash mob in an effort to get our Partners and Customers
moving… One of the best ways to fight! heart disease is by adding some exercise to your weekly routine, and
this lively dance break will showcase how fun and simple
fitness can be.”
115
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Retailers stressing health & wellness solutions in store layout, assortment, labels & advertising
Source: Company websites
116
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
More than 15,000 restaurant locations offering healthier choices on menus for children
Source: HealthyDiningFinder.com & Fox News (photo)
Burger King’sFresh Apple Fries
are fresh apples cut to look like French Fries &
comes with low-fat caramel dipping sauce for a total of 70 calories
117
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
McDonald’s reinventing itself serving healthier options
Source: McDonald’s
118
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
McDonald’s launches new ad campaign encouraging children to eat healthy & exercise
Source: Chicago Tribune; Emile Wamsteker, Bloomberg (photo)
Chicago Tribune reported on March 5, 2012—
“McDonald's is among 16 food and beverage companies that have joined the BBB's advertising initiative. Each has promised to limit child-directed advertising of its least-healthy products, focusing instead on healthier options meeting nutritional criteria that each company established independently.”
119
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
General Mills sells more than 300 gluten-free products through LiveGlutenFreely.com
Source: LiveGlutenFreely.com
120
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Kraft brands aiming campaigns at people who want to lose weight
Print Ad
Source: Kraft Foods
121
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
“Better for you” items
Source: MultiAd Kwikee
122
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer TrendsSource: MultiAd Kwikee
“Better for you” items
123
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Indulgent products can still be winners
Source: MultiAd Kwikee
124
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
ConAgra feeds on consumer indulgence trend; invests more in snacks & frozen foods
Source: Dow Jones Newswire
Dow Jones Newswire reported on Feb. 21, 2012—
ConAgra “is trying to grow its snacking and frozen foods businesses as it tries to capitalize on food shoppers' greater willingness to spend on wants rather than basic needs… ConAgra's strategy underscores how food manufacturers are trying to expand into growing categories to overcome little growth in the packaged food space… [CEO] Rodkin said that while shoppers are ‘trying to squeeze every nickel they can’ on pantry staples, they are willing to indulge on products like desserts.”
125
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Live happy & healthy: scrumptious fruity desserts under 200 calories
Source: Kraft Foods
126
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Quaker Oatmeal now part of Burger King breakfast menu
Source: AP Photo/Damian Dovarganes
127
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Sustainability
128
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Sustainability in corporate messaging
Source: Company websites
129
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Strong sustainability messaging
Source: The Coca-Cola Company
130
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Purina ONE beyOnd takes sustainability seriously
Source: Purina ONE beyOnd
131
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
“Eco-friendly" shelf tags with small LCD displays
Source: http://www.zbdsolutions.com/aboutus/unique.html
132
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Kroger cutting store energy consumption & letting shoppers know
Source: Kroger 2011 Sustainability Report
133
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Kohl’s, a leading environmentally responsible retailer
Source: Kohl’s
134
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Media Trends
135
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Online newspapers readership will likely match paper in next few years
48% 47%
41% 42% 40%
34%31%
9%13%
17%
1998 2000 2002 2004 2006 2008 2010 2012 2014 2016
Read a Daily Newspaper Read an Online Newspaper
Source: Pew Research Center
136
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Walmart acquires social media company
Source: Kosmix
“Kosmix team will operate as
part of the newly formed
@WalmartLabs”
137
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Target enables shoppers to design their own digital view, create their lists, & share via social
Source: Target
138
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
U.S. Consumer Trends
Greater shopper engagement with circular as retailers link to “how to” videos
Source: Hy-Vee
139
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
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Greater shopper engagement with circular as retailers strive to be most ‘Liked’
Source: Whole Foods
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U.S. Consumer TrendsSource: Company websites
Kraft & General Mills online cooking solutions
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U.S. Consumer Trends
Independent grocers can benefit from being wired to shoppers
Source: IGAMarketFresh.com
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U.S. Consumer Trends
P&G hosted a “web and mortar” scavenger hunt in Las Vegas; mobile device required
Source: Downy
Downy.com hosted a special online version of the scavenger hunt for seven days
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When designing ads, the smart money is on use of humor, narrative & sentimentality
Advertising Performance Index Since 2006
Source: Nielsen Ad Solutions
2006 - 2007 2008 - 2009 2010 - 2011Pre-recession Recession Recovery
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U.S. Consumer Trends
Product innovation & innovative communication messaging & vehicles
Source: The New York Times, Facebook & YouTube
Photo Caption: “The actor Terry Crews interrupting a commercial for Charmin Freshmates to pitch Old Spice body
spray. While cobranding isn't new, one real commercial commandeering another may be.”
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Whole Foods launches a new online lifestyle magazine
Source: Whole Foods’ Dark Rye Online Magazine
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U.S. Consumer Trends
QR codes making their way onto P-O-P materials
Source: In-Store Marketing Institute & Gourmet Retailer
“Consumers with smart phones can connect directly to www.organiccreamerycheese.com for recipes and wine pairings via the
promotional display’s QR code.”
“In-store shelf talkers with tear pads featuring
contest information and a coupon can
be found in participating
retailers throughout the May 1-June 30
contest.”
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“QR code use jumped 617% from January to December in Top 100 magazines”
Source: Nellymoser
Percentage of ad pages with a QR code QR Market Share vs. MicrosoftTag, Spyderlynk SnapTag, JagTag, Digimarc watermarks & others
“Almost all codes in Q4 led to product demonstrations, branding videos, sweepstakes, e-commerce
and/or social sharing sites”
148
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Building brand equity through word-of-mouth marketing & product demo video on Facebook
Source: http://www.facebook.com/purinapetgear
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U.S. Consumer Trends
Macy’s reinforcing brand reputation & builds its social media following
Source: Facebook.com/Macys & Facebook.com/KitchenAidPhoto by Todor Krecu
Chef Rick Bayless at the Macy's Chefs A-Go-Go Food
Truck Tour in Chicago!
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U.S. Consumer Trends
Nestlé launches TV ad – only dogs can hear
* Xavier Perez, Brand Manager of Beneful for EuropeSource: Nestlé PURINA Beneful & theinspirationroom.com via flippies.com
“the commercial follows an award-winning campaign in
Germany that featured ‘sniffable’ posters to attract dogs”*
151
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U.S. Consumer Trends
Recommendations from people I knowConsumer opinions posted online
Editorial content such as newspaper articlesEmails I signed up for
Branded websitesAds in newspapers
Ads on TVAds in magazines
Ads on radioBrand sponsorships
Ads before moviesBillboards and other outdoor advertising
TV program product placementsAds served in search engine results
Online video adsAds on social networks
Online banner adsDisplay ads on mobile devices
Text ads on mobile phones
271077976768
566446456
6458
544843
41414040
333635
3032
2927
252220
623
3035
3842414141
464546
4947
4947
504646
399
1010111212121414131517192121
2728
Trust Completely Trust somewhat Don't trust much Don't trust at all
Watch Out: Less trust in online & mobile ads
Source: Nielsen Global Online Survey – Q3 2011(Percentage of U.S. respondents)
To what extent do you trust the following forms of advertising?
Base: All respondents n=501
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U.S. Consumer Trends
Summary & Closing
Thoughts
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• Health & wellness
• Value
• Convenience
• Comfort & enjoyment
• Green
• Demographics
• Connected
• Global
Consumers share enduring themes
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U.S. Consumer Trends
•How do you innovate & execute against opportunities that are evident to others & come out ahead?
•How do you identify
opportunities where you can provide unique solutions?
What are you doing to take advantage of these enduring themes?
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Thank [email protected]
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• Bonnie Dykstra-Losoff
• Diane Johannes
• Ken Kirsten
• Sue Mommaerts
Contributing authors
• Shannon Murphy
• Kelly Pirrera
• James Russo
• Mary Ellen Ryan
• Sue Wyard Verrochi