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Please Note:

Pages 6 through 9 of this presentation

reference slides provided by

Symphony IRI

PANEL DATA



[II] Key

Elements & Topics

[III] Applications

&Utilization

[IV]Reference, Recap &

Next Steps

National Consumer Panel (NCP) Panel Availability at RDD

Recap Handout/Reference Guide Next Steps & Timeline

[I]Course

Overview

Course Overview: Definition / Purpose / Rationale Different types of data (Store vs Panel)

Key Discussion TopicsCONSUMER PANEL DATA

Main Types of Panel Data Penetration, Purchase Size, Purchase Frequency, Buying Rate

Client-Supplied Panel Data



TYPES OF DATA

Syndicated/Chain Consumer Panel/Household

Understand what is happening in the RETAIL CHAIN in terms of:

Sales

Distribution

Price

Promotions

Base vs. Incremental

Understanding the CONSUMER in terms of:

Where do they Shop?

Penetration/% Buying

Purchase Occasions

Purchase Size

Household Spending

Buyer Demographics

Loyalty

Repeat Purchasing



NATIONAL CONSUMER PANEL




Total U.S. presence within the 48 contiguous states Demographically & geographically dispersed across the continental U.S.

42 National Retail Accounts, 290+ Retailer Marketing Areas (RMAs), 240+ Competitive

Retailer Marketing Areas (CRMAs)

4 Census Regions 186 Regional Key Accounts

58 Local Markets 1070+ Market Key Accounts

Channels Available All Outlets

Grocery

Drug

Mass Merchandise

Supercenter

Club

Convenience

Dollar

Pet

Home/Hardware

Toy

Specialty-All Other




The National Consumer Panel (NCP) is a continuous longitudinal household panel that provides consumer purchasing, shopping, attitudinal and demographic information for sales and marketing professionals to use and create strategies that will drive brand and category performance

Data providers receive their household scanning data from the National Consumer Panel (NCP), which is an operational joint venture equally owned by IRI and Nielsen

Households are recruited to the NCP and are incented to record all their UPC-based purchases, regardless of where purchased, with a handheld in-home scanning device




To record purchases, panelists follow directions on the handheld scanner, scroll to the applicable outlet type and retailer name, are directed to scan all UPCs purchased every time they shop, and then transmit this information to NCP

NCP panelists are recruited to be representative of the geo-demographics of the U.S. population (48 contiguous states)

www.ncppanel.com
http://www.ncppanel.com/



PANEL DATA CAN HELP ANSWER QUESTIONS SUCH AS:

How much does the average buyer buy?

How often does the average buyer buy?

Why did volume fluctuate from period to period?

Were volume losses related to decreases in penetration and/or buying rate?

How has brand loyalty changed over time?

Were volume gains or losses deal driven?

APPLICATIONS OF PANEL DATA



Available PANEL DATA at RDD

IRI: Nine Categories : 2013, SR CRMA

Ice Cream Chunk Cheese Milk Substitute

Fz Veg Deli Cheese Fresh Cut Salad

Cottage Cheese Sour Cream Fz Dinners/Entrees

Client-Based:

Hood Egglands Best Friendlys

Friendlys Cabot Bar S

Finlandia Pictsweet



What is available in PANEL DATA?

Four Main Panel Measures:

Penetration

Purchase Size

Purchase Frequency

Buying Rate



Types of PANEL DATA

The % of households that have purchased a product

Higher is better and 100% penetration is as good as it gets

Also Called:

Item Penetration (for specific categories/brand/products)

Shopper Penetration (for channels/retailers)

% Households Buying

Example:

Penetration of Brand X in the New York market is 56%

Means that 56% of all households in the New York market purchased Brand X at least once during the year

PENETRATION



Types of PANEL DATA

The average amount of product (usually units) purchased by one buying household on a single shopping trip

Also called:

Item Sales per Item Trip

Sales per Trip

Example:

If annual purchase size for Brand X is 1.1 units

This means that Brand X buyers purchased an average of 1.1 units each time they bought Brand X during the year

PURCHASE SIZE



Types of PANEL DATA

The number of times your average buying household purchases your product over a whole time period (usually a year)

Also called:

Item Trips per Item Buyer

Product Trips per Buyer

Example:

If annual purchase frequency for Brand X is 4.2, it means that each household who bought Brand X, on average, bought it 4.2 times over the course of the year

PURCHASE FREQUENCY



Types of PANEL DATA

The average amount of product purchased by one buying household over a whole time period (usually a year)

Usually expressed in dollars

Also called:

Item Sales per Item Buyer

Sales per Buyer

Example:

If annual buying rate for Brand X is $15.53, it means that each household who bought Brand X spent, on average, a total of $15.53 on it over the course of the year.

Buying Rate = Purchase Frequency x Purchase Size

BUYING RATE
http://www.cpgdatainsights.com/glossary-post/purchase-frequency/http://www.cpgdatainsights.com/glossary-post/purchase-size/



CONSUMER ANALYTICAL TREE

Sales+/-

Penetration+/-

Buying Rate+/-

Purchase Size+/-

Purchase Frequency+/-

Purchase Size X Purchase Frequency = Buying Rate

Are there more orless HHs buying

your item?

Are HHs buying spendingmore or less?



Within SR CRMA, approx 36% all hshlds purchase cottage chs; Friendship approx. 10% Avg hshld purchases 6X/yr, & when purchasing often buys multiple units

Source: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA

6.3

4.6

2.2

3.6

6.2

5.0

2.2

3.6

COTTAGE BREAKSTONES AXELROD FRIENDSHIP

36.5

13.6

6.810.5

36.2

13.0

6.910.0


9.410.2

3.3

5.4

9.210.3

3.1

5.3


Penetration (HH Buying) Buy Rate (Units per Buyer Per Year)

Purchase Size (Units per Trip)Purchase Frequency

1.5

2.2

1.5 1.51.5

2.1

1.4 1.5


Types of PANEL DATA

IRI PANEL SR CRMA: COTTAGE CHEESE CATEGORY2013 vs 2012



Geography : Wakefern Corp-RMA

Time : Latest 52 Weeks Ending Sep-08-2013

Product : COTTAGE CHEESE

HH Demo Summary : All HH Income Per Capita

Target Group 1 : All Households

Sample Size : Client Default Sample Size

7.0% 25.5%

+1.7pts -4.6pts

34.5% (-0.1pts)

Buy COTTAGE CHEESE Somew here

65.5% (+0.1pts)

Do Not Buy COTTAGE CHEESE Anyw here

64.6% (+0.7pts) BUYER CONVERSION

Households

35.4% (-0.7pts)

Stop & Shop

COTTAGE CHEESE $

Leaked to Other Channels

Stop & Shop

COTTAGE CHEESE $

Leaked to GroceryX

COTTAGE CHEESE $

Leaked to Other Channels

100.0% (0.0pts)

COTTAGE CHEESE $

Leaked to GroceryX

COTTAGE CHEESE $ Spent in Wakefern Corp-

RMA

COTTAGE CHEESE $ Leaked Elsew here

$ Opportunity from 1 Additional Point

of Buyer Conversion:

$268,126

20.0% (+1.0pts)29.4% (+4.5pts) 5.3% (-0.6pts) 80.0% (-1.0pts)

Buy COTTAGE CHEESE in Wakefern Corp-

RMA

CONVERTED BUYERS UNCONVERTED BUYERS

65.3% (-4.0pts) 34.7% (+4.0pts)

COTTAGE CHEESE $ Leaked Elsew hereLEAKAGE

Dollars

66.9% (+1.8pts) 33.1% (-1.8pts)

9.1MM HHs

in Wakefern Corp-CRMA

Do Not Buy COTTAGE CHEESE in Wakefern

Corp-RMA

Shop in Wakefern Corp-RMA Do Not Shop in Wakefern Corp-RMA

Source: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA and ShopRite RMA

ShopRite has a category conversion rate only 65% (% of category buyers who shop SR and purchased at SR)

35% of their converted shoppers still purchase the category at other retailers, with most (29%) leaking to other grocery retailers; 26% category buyers who do not purchase at SR purchase at S&S

LEAKAGE TREE

COTTAGE CHEESE CATEGORY: SHOPRITE



Types of PANEL DATA:



PENETRATION (HOOD)

Average of Data Column Labels

Row Labels 52 weeks ending 1/2/201152 weeks ending

7/3/2011

52 weeks ending

1/1/2012

52 weeks ending

7/1/2012

52 weeks ending

12/30/2012

52 weeks ending

6/30/2013

52 weeks ending

12/29/2013

52 weeks ending

6/29/2014

52 weeks ending

12/28/2014

CATEGORY - COTTAGE CHEESE 30.4 31.0 30.6 29.6 29.3 27.4 29.3 26.6 26.2

FULL FAT 11.3 12.9 12.7 12.3 11.9 10.5 11.3 11.0 11.5

LOW FAT 24.0 24.1 23.5 22.8 22.2 21.3 23.0 20.6 19.2

NON FAT 7.9 7.7 7.3 7.3 8.1 7.2 7.6 6.7 6.8

AXELROD 9.3 9.5 9.0 8.4 8.3 8.2 8.1 7.0 6.5

PRIVATE LABEL 10.1 12.3 13.4 12.8 11.7 10.4 10.4 9.8 11.4

BREAKSTONE 11.1 11.1 11.1 8.8 9.0 9.0 10.3 9.2 9.3

DAISY - - - 3.4 4.9 4.9 5.2 4.9 4.2

FRIENDSHIP 14.4 14.6 13.6 12.6 12.3 11.5 12.6 11.8 10.0

Penetration

New York Market

Cottage Cheese

Source: IRI



DEMOGRAPHICS (HOOD)

Consumer Profile

Total US

Almond Milk

Source: IRI, 2014

Variable Total HH

Penetration

(US)

Target HH

Penetration

(Categ)

Penetration

Index

Household Composition

Head of Household Age

HH Age 18 - 25 7.0% 7.7% 110

HH Age 26 - 35 17.6% 44.3% 252

HH Age 36 - 45 19.9% 42.2% 212

HH Age 46 - 55 19.0% 4.3% 23

HH Age 56 - 65 14.9% 1.3% 9

HH Age 66+ 21.6% 0.2% 1

Household Size

1-Member HH 33.0% 43.9% 133

2-Member HH 28.6% 22.4% 78

3-Member HH 18.1% 15.5% 86

4-Member HH 10.4% 9.0% 87

5+-Member HH 10.0% 9.2% 92

Marital Status

Married 49.5% 45.6% 92

Single 50.5% 54.4% 108

Presence of Children

Yes 32.0% 30.9% 96

No 68.0% 69.1% 102

Consumer Demographic Profile



Source: Cannondale Associates, ShopperGenetics database, 52 weeks ending 9/09

Multi-Serve vs. Single Serve is the first decision made within Cottage Cheese

CONSUMER DECISION TREE (SAPUTO)

COTTAGE CHEESE CATEGORY



FRIENDLYS: 2013 A&U STUDY



Time to test your knowledge

Lets recap PANEL DATA:



Lets recap PANEL DATA:



Panel Measures

Term Definition Notes

Penetration Measures the product's reach, or penetration,

among all HHs in the relevant geographic

territory.

Also called:

-% of Households Buying

-Item or Brand Penetration

Purchase Size The average amount of product purchased by

one household on a single shopping trip

Usually expressed in units

Purchase Frequency The number of times a household purchases

your product over the course of a year

Also called:

Item Trips per Item Buyer

Product Trips per Buyer

Buying Rate The average amount of product purchased by

one household over one year

Calculated as:

Purchase Size X Purchase Frequency

Usually expressed in dollars

Moving aheadPANEL DATA implementation



www.cpgdatainsights.com

http://www.cpgdatainsights.com/



Use Panel Data in your next Business Review.

By 5/29/15

Identify how application of Panel

Data can apply to your brand. Does your

brand have any data it can share?


By 6/26/15



Any Questions, Comments or Ideas?

Thank you for your participation!!!


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