Confidential & Proprietary Copyright © 2007 The Nielsen Company Climate change: Consumers’ views...
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Transcript of Confidential & Proprietary Copyright © 2007 The Nielsen Company Climate change: Consumers’ views...
Confidential & Proprietary • Copyright © 2007 The Nielsen Company
Climate change: Consumers’ views
Jonathan BanksBusiness Insight DirectorApril 18, 2007
Confidential & ProprietaryCopyright © 2007 The Nielsen Company
Agenda
•Global consumer worries•Great Britain–concerns–attitudes–behaviour
Confidential & ProprietaryCopyright © 2007 The Nielsen Company
0%
5%
10%
15%
20%
25%
30%
35%
40%
biggest 2nd biggest
Source: ACNielsen – Global Online Survey Nov 2006Global results
What is your biggest concern over the next 6 months?
Confidential & ProprietaryCopyright © 2007 The Nielsen Company
0%
5%
10%
15%
20%
25%
30%
2nd biggest
biggest concern
Source: ACNielsen – Global Online Survey Nov 2006UK results
What is your biggest concern over the next 6 months?
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Global Warming is my biggest/second biggest concernTop 20 countries
France 27%Australia 24%Switzerland 19%Finland 14%UK 14%Canada 13%Thailand 12%New Zealand 12%Belgium 11%Sweden 11%
Denmark 11%Spain 11%Norway 10%Ireland 9%Malaysia 9%Netherlands 9%India 8%Japan 8%Singapore 7%Brazil 7%
Source: Nielsen Global Online Survey November 2006
•Bottom countries: China, South Korea, Czech, Lithuania, Poland, Russia, Hungary
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134 129117 113
107 107 104 101 100 9688 84
75 7464
97
94105106106
Consumer Confidence Index: a large spread100 = neutral; Global Average = 99; India 137; USA 108
Calculated on responses to:• Do you think job prospects in the next 12 months will be:• Do you think the state of your own personal finances in the next year will be:• Considering the cost of things today and your own personal finances, would you say at this moment the time
to buy things you want and need is:– excellent (200), good (133), not so good (67), bad (0)
Source: Nielsen Global Online Survey November 2006
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No correlation between consumer confidence and concern re climate change
Argentina
Austria
BelgiumBrazil
Canada
Chile
ChinaCzech Republic
Denmark
Estonia Finland
GermanyGreece
Hong Kong
Hungary
India
Indonesia
Ireland
Italy
Japan
Latvia
Lithuania
Malaysia
MexicoNetherlands
New Zealand
Norw ay
Philippines
Poland
Portugal
Russia
Singapore
South Africa
South Korea
Spain
Sw eden
Taiw an
Thailand
Turkey
UAE
UK
US
Vietnam
R2 = 0.03
50
60
70
80
90
100
110
120
130
140
0% 5% 10% 15%
Global warming concern
Co
nsu
mer
co
nfi
den
ce
.
France
AustraliaSw itzerland
•low confidence•high global warming concern
•high confidence•high global warming concern
•high confidence•low global warming concern
•low confidence•low global warming concern
Cross hairs = global total: Cons conf 99, global warming 7%Source: Nielsen Global Online Survey November 2006
50
140
0% 15%
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62% 57% 57%
43%
57%
22%35%
36% 34%
36%
34%
75%
Latam AsiaPacific
Britain EMEA NorthAmerica
GlobalAverage
Not sure
Not at all a serious problem
Not a very serious problem
Not a serious problem
A fairly serious problem
A very serious problem
Do you think global warming is:
Base: Those respondents who are aware of the issue of global warming
Aware of the issue: 96% 92% 92% 95% 84% 91%
Source: Nielsen Global Online Survey November 2006
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58%49% 45%
32%50%
3%4%
7% 8%
12%
6%
34% 38% 43% 47%54%
3%
62%
43%
1%1%1%1% 1%
Latam Asia Pacific EMEA Britain NorthAmerica
GlobalAverage
Don’t knowBothNatural changes in the climateHuman activities like driving cars and burning fuel
From what you have heard or read about global warming, what do you think is causing it?
Base: Those respondents who are aware of the issue of global warmingSource: Nielsen Global Online Survey November 2006
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A very serious problem? Caused by human activities?
Australia
AustriaBelgium
Canada
Chile
Denmark
Finland
France
Germany
Greece
Hong Kong
IndiaIndonesia
Ireland
Italy
Japan
Malaysia
Mexico
Netherlands
New Zealand
Norw ay
PhilippinesPoland
Russia
Singapore
South Africa
Spain
Sw eden
Sw itzerland
Taiw an Thailand
Turkey
UK
US
Czech
Hungary
UAE
Argentina
Vietnam
Estonia
Latvia
Lithuania
R2 = 0.2
0
0
0
0
1
1
1
20% 40% 60% 80%
A very serious problem
It's
cau
sed
by
hu
man
act
ivit
ies
.
•serious problem•not caused by human activity
•not very serious•caused by human activity
Cross hairs = global total: very serious problem 57% caused by human activity 50%Source: Nielsen Global Online Survey November 2006
•serious problem•caused by human activity
•not very serious•not caused by human activity
30
60
2090
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• “Salad options are less fattening”• “Organic is better for me”• “Organic pollutes the environment less”• “Organic production = lower carbon emissions”• “GM is bad for me”• “Nanotechnology is dangerous”• “Banning ads to kids will reduce obesity”• “I’m too busy to eat/exercise properly”• “Vegetarian options are healthier”• “I need to eat more fruit and veg, but:– an apple contains 4 tsp of sugar – a third of all produce contains pesticide residue – the fruit looks unappetising”
• “If it’s cheap it must be rubbish”• “Moving food half-way round the world is wrong”• “Fair trade can only be a good thing”
Consumer confusion
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Retail advertisingWhilst others changed their emphasis from price to quality, Tesco addressed sustainability...
Source: Nielsen Media Research
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Which of these environment and related issues concerns you the most?
43%
21%
18%
5%
4%
4%
3%
2%
Climate change
Packaging waste
Pollution
Pesticides
I'm not worried about theenvironment
Fuel emissions
Sustainable farming
Food miles
Source: Nielsen Homescan survey February 2007 – Great Britain
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Climate change is the environmental issue that concerns me the most
61%
48% 49%
40%35%
16-24 25-34 35-44 45-64 65+
Source: Nielsen Homescan survey February 2007 – Great Britain
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Climate change is the environmental issue that concerns me the most
43% 42% 44% 46%41%
AB C1 C2 D E
Source: Nielsen Homescan survey February 2007 – Great Britain
Confidential & ProprietaryCopyright © 2007 The Nielsen Company
Climate change is the environmental issue that concerns me the most
44% 45%38%
45% 42% 40%45% 44% 42% 45%
39%
North South
Source: Nielsen Homescan survey February 2007 – Great Britain
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Organic is becoming a mainstream part of fresh and chilled categories, and still demonstrating strong growth.
Defined Organic Value SalesGrocery Multiples
931
1,126
1,330
0
200
400
600
800
1000
1200
1400
2005 2006 2007
Val
ue
Sal
es (
£000
s)
Organic share of total category value
0.3%
0.6%
0.8%
0.8%
1.4%
1.6%
1.6%
3.0%
4.2%
4.7%
Beer Wine & Spirits
Frozen
Chilled prepared food
Deli counter
Grocery
Total Defined Organic
Bakery
Meat Poultry & Fish
Produce
Dairy
Source: ACNielsen ScanTrack Grocery Multiples Total Store Read
+18%
+21% 24%
20%
21%
18%
18%
12%
1%
21%
11%
7%
% sales growth 2006 v 2005
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The debate continues as to whether organic foods are worth a premium price. As an additional 500,000 people have decided they have a preference for
natural foods, the same number have also decided Organic products are too expensive.
25%
30%
45%
Agree Neither Agree or Disagree Disagree
“It’s worth paying extra for organic products”
25%
27%
23%
October2006
February2006
February2004
Source: ACNielsen Homescan Survey
Confidential & ProprietaryCopyright © 2007 The Nielsen Company
Fairtrade publicity has been successful as 86% of people now claim to know what Fairtrade products are. However, we see less inclination from people to buy them and a general, though improving, perception that they
are too expensive.
80
32
49
86
29
48
"I know whatFairtrade
products are"
"I prefer to buyFairtradeproducts"
"Fairtradeproducts are too
expensive"
2005
2006
Source: ACNielsen Homescan SurveyOctober 2006 vs. November 2005
% respondents that agree
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Waitrose, Co-op and Sainsbury have high proportion of main shoppers that prefer Fairtrade.
61
86
87
92
138
194
211
Asda
Morrisons
Somerfield
Tesco
Sainsbury
Co-op
Waitrose
“I prefer to buy Fairtrade products”% respondents who “agree strongly” Indexed on All Households
Source : ACNielsen Homescan Survey October 2006
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Summary
•UK consumer (financial) confidence levels neutral•UK environmental concern:–low in absolute terms–but relatively high
•No correlation between confidence and concern for environment•16-24s now expressing highest levels of concern•No major demographic skews (E’s lowest)•No great regional skews (TyneTees and SouthWest lowest)•Fairtrade and Organic continue to grow–but don’t always justify their premium–Waitrose, Co-op and JS main shoppers over-index