Workpackage 4 Malmö, 8 January 2010. Overview Objectives Year 2 Progress Year 2 Planning Year 3.
Malmö, May 2010
description
Transcript of Malmö, May 2010
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Malmö, May 2010
Green Giant - Usage & AttitudesStrategic Market and Product TrackingSweden & NorwayGeneral Mills International SARL
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Overall impression2
15. What is your overall impression of the following brands when it comes to cans and jars of vegetables?
Base: Buys sweet corn at least once or twice every six months and are aware of specific brand
2%
1%
2%
2%
3%
3%
3%
6%
3%
11%
14%
5%
2%
3%
2%
5%
3%
4%
16%
7%
10%
16%
11%
21%
25%
9%
18%
33%
47%
51%
57%
62%
57%
66%
64%
59%
66%
48%
45%
79%
38%
39%
34%
36%
26%
26%
21%
16%
19%
17%
15%
15%
12%
6%
42%
24%
16%
7%
12%
6%
3%
8%
4%
3%
5%
4%
4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Green Giant (n=545)
Bonduelle (n=304)
I love Eco (n=408)
Ica (n=529)
Änglamark (n=482)
Garant (n=122)
Willys (n=479)
D'Aucy (n=106)
Coop (n=485)
Coop X-tra (n=472)
Buffé (n=120)
Eldorado (n=542)
Euroshopper (n=526)
Bala (n=73)
Very poor (1) Fairly poor (2) Neutral (3) Fairly good (4) Very good (5)
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Overall impression2
15. What is your overall impression of the following brands when it comes to cans and jars of vegetables?
Base: Buys sweet corn at least once or twice every six months and are aware of specific brand
2%
2%
5%
6%
4%
6%
3%
9%
3%
5%
3%
7%
11%
7%
17%
14%
7%
8%
20%
22%
34%
37%
46%
51%
54%
48%
58%
51%
57%
63%
70%
53%
37%
39%
45%
39%
32%
33%
29%
30%
22%
22%
20%
17%
16%
39%
22%
11%
12%
11%
4%
6%
4%
5%
3%
4%
2%
2%
1%
1%
1%
1%
1%
4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Green Giant (n=469)
Bonduelle (n=214)
Eldorado (n=516)
Änglamark (n=241)
I love Eco (n=209)
Coop (n=461)
Landlord (n=435)
Ica (n=400)
First Price (n=498)
Coop X-tra (n=453)
Rainbow (n=184)
Rimi (n=284)
Euroshopper (n=451)
Very poor (1) Fairly poor (2) Neutral (3) Fairly good (4) Very good (5)
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Statements – choosing a more expensive canned sweet corn2
13. Which of the following statements are relevant to you when you choose a more expensive canned sweetcorn than for example private label/own brand?
Base: Buys sweet corn at least once or twice every six months
50%
31%
29%
21%
21%
21%
19%
13%
8%
5%
5%
51%
25%
23%
19%
16%
15%
10%
12%
13%
4%
7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
I buy a brand that always guarantees the crispiest sweetcorn
I buy a brand that has a higher price but the best flavour
My choice of brand reflects my lifestyle
The brand offers organic canned sweetcorn
The brand represents guaranteed natural products
I only buy the best for my family/children
I buy a brand that always guarantees the highest quality
I only buy canned own brand/private label sweetcorn
I buy a known brand that I trust
I buy a more expensive sweetcorn for special occasions, e.g. when we haveguests
Another reason
Sweden (n=566) Norway (n=546)
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Statements2
12. To what extent do you agree with the following statements?Base: Buys sweet corn at least once or twice every six months (n=566)
Agree (4+5)
52%
51%
38%
22%
18%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
I think a small can is best with mytaco dinner
When I eat sweetcorn as a side disha small can is more practical
I prefer to choose a salt or sugarfree alternative for my children
I think sweetcorn mixes (e.g.sweetcorn and red pepper) are good
with my taco dinner
I think a large can is best with salad
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Statements2
12. To what extent do you agree with the following statements?Base: Buys sweet corn at least once or twice every six months (n=546)
Agree (4+5)
68%
52%
41%
27%
20%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
When I eat sweetcorn as a side disha small can is more practical
I think a small can is best with mytaco dinner
I prefer to choose a salt or sugarfree alternative for my children
I think sweetcorn mixes (e.g.sweetcorn and red pepper) are good
with my taco dinner
I think a large can is best with salad