SWEET CORN DEEP DIVE YEAR TO 21/02/2015 VS. YEAR AGO.

SWEET CORN DEEP DIVEYEAR TO 21/02/2015 VS. YEAR AGO

Copy

right

©20

12 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

3

1. Highlights

2. Market Overview

3. Heavy, Medium & Light Buyers

4. New, Lost & Retained Buyers

5. Drivers of Growth

6. Retail Health by Retailer & State

Agenda

This Deep Dive is part of a vegetable consumer purchase data project funded by HIA using the vegetable levy and matched funds from the Australian Government. This report captures only Fresh Vegetables and excludes processed vegetables (e.g. Fresh Sweet Corn excluding Canned Sweet Corn; Fresh Beans excluding Canned Beans)

Copy

right

©20

12 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

4

HIGHLIGHTS

RECOMMENDATIONS

Sweet Corn represents 2.0% of the value and 2.1% volume market share. Its buyer base has reduced this year, however, there is rise in the spend per trip compared to last year.

Heavy Sweet Corn buyers comprise less than one-third of its buyer base and they purchase the vegetable almost once a month. These buyers account for 69% of the vegetable’s total Kg volume and $ sales.

Sweet Corn has lost more households compared to the new buyers recruited. However, the $ spend and Kg consumption of the new buyers is considerably higher in comparison. The retained buyers have increased their spend compared to last year, but have decreased their shopping frequency.

Coles and ALDI posted significant growth in terms of both value and volume sales. Non-Supermarkets, account for a quarter of the Sweet Corn volume sales and have witnessed decline in both value and volume sales this year.

Almost 57% Woolworths shoppers who buy Sweet Corn, prefer to purchase it at Woolworths stores, whereas this conversion rate is 52% for Coles.

NSW, accounts for more than one-third of total $ spend on Sweet Corn, however, it lost the most number of buying households this year, driving the overall decline in household reach for Sweet Corn.

Approximately half of Australian households don’t purchase Fresh Sweet Corn which highlights a big opportunity for growth. Colmar Brunton Project Harvest Wave 18 mentions that awareness for Sweet Corn remains very low. In-store and marketing campaigns can aid in reminding shoppers including Sweet Corn in their basket.

Examine the reasons for the decline in purchase frequency of retained buyers and the decline in the number of heavy buyers. This loss of traction and loyalty among existing Sweet Corn consumers is concerning.

Leverage the position of Sweet Corn as a “family favourite” and a “healthy addition to the meals”. Introduction of more pre-packaged alternatives can yield dividends. *

Source: * http://ausfoodnews.com.au/2015/03/10/australian-consumers-embrace-corn-research.html

Copy

right

©20

12 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

5Copy

right

© 2

014

The

Nie

lsen

Com

pany

. Con

fiden

tial a

nd p

ropr

ieta

ry.

Market OverviewSweet Corn

Copy

right

©20

14 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

6

Share of Market VolumeOver Total VegetablesAustralia

Share of Market ValueOver Total VegetablesAustralia

Source: Nielsen Homescan

Last Year This Year

21.9% 22.0%

22.8% 22.4%

10.8% 11.1%

11.0% 10.6%

10.1% 10.1%

5.6% 5.3%

5.6% 5.9%

4.9% 5.1%3.1% 3.2%2.2% 2.3%2.0% 2.1%

Last Year This Year

38.8% 39.0%

11.4% 11.5%

4.7% 4.5%

14.2% 14.0%

4.2% 4.1%3.9% 4.2%3.0% 3.0%2.4% 2.7%7.8% 7.6%7.5% 7.5%

2.0% 2.0%

Sweet Corn increased its volume sales contribution and now represents 2.1% volume market share. Value share remained stable at 2.0% of total Vegetables sales this year.

Copy

right

©20

14 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

7

Vegetables Sweet Corn Carrots Sweet Potato/Ku-

mara

Potatoes Pumpkin Broccoli/Broccol-ini

365.3

13.5 18.3 13.343.8

14.3 20.7

380.5

14.0 18.0 15.946.1

15.0 21.4


mara


88.9

3.210.1 6.6

21.2

6.6 5.2

87.4

3.310.2 6.9

20.76.7 5.1


mara


99.7

54.6

94.5

64.8

95.0

75.9 76.3

99.6

54.4

94.5

63.6

94.3

76.3 75.9

How many Households buy

annually?

How much (Kg) do they buy per year?

How much ($) do they spend per year?


This YearLast year

Sweet Corn lost 20,783 buying households this year, however, this is offset by buyers spending and consuming more Sweet Corn compared to last year.

Copy

right

©20

14 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

8

How much ($) do they spend per occasion?

How much (Kg) do they buy per occasion?

How often do they buy annually?



mara


50.4

5.211.4

5.712.2

6.49.9

50.7

5.211.2

6.011.9

6.39.8


mara


1.77

0.620.89

1.17

1.74

1.04

0.53

1.73

0.640.91

1.16

1.74

1.06

0.52


mara


7.25

2.581.61

2.33

3.59

2.24 2.08

7.51

2.671.60

2.66

3.87

2.38 2.19

This YearLast year

The rise in average spend on and consumption of Sweet Corn is driven by increased spend in each trip; shopping frequency remains stable.

Copy

right

©20

14 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

9Source: Nielsen Homescan

4 W

/E 2

3/03

/201

3

4 W

/E 2

0/04

/201

3

4 W

/E 1

8/05

/201

3

4 W

/E 1

5/06

/201

3

4 W

/E 1

3/07

/201

3

4 W

/E 1

0/08

/201

3

4 W

/E 0

7/09

/201

3

4 W

/E 0

5/10

/201

3

4 W

/E 0

2/11

/201

3

4 W

/E 3

0/11

/201

3

4 W

/E 2

8/12

/201

3

4 W

/E 2

5/01

/201

4

4 W

/E 2

2/02

/201

4

4 W

/E 2

2/03

/201

4

4 W

/E 1

9/04

/201

4

4 W

/E 1

7/05

/201

4

4 W

/E 1

4/06

/201

4

4 W

/E 1

2/07

/201

4

4 W

/E 0

9/08

/201

4

4 W

/E 0

6/09

/201

4

4 W

/E 0

4/10

/201

4

4 W

/E 0

1/11

/201

4

4 W

/E 2

9/11

/201

4

4 W

/E 2

7/12

/201

4

4 W

/E 2

4/01

/201

5

4 W

/E 2

1/02

/201

5

16.317.5

14.8

17.516.0

17.9

15.317.4

15.7

12.5 12.915.0

16.918.7 19.3

17.9

13.9 14.7

12.0

15.5 14.9

17.715.6

12.714.6

16.1

3.4 3.43.6

3.3

3.7 3.63.7

3.53.7 3.8 3.7 3.6

3.33.2 3.1

3.4

3.93.6

4.7

4.3 4.4

3.8 3.7 3.8 3.83.5

Penetration of households Average $ spend per household every 4 weeks

From a value perspective, the recent 4-week average dollar spend is $0.20 higher compared to last year.

Copy

right

©20

14 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

10Source: Nielsen Homescan

4 W

/E 2

3/03

/201

3

4 W

/E 2

0/04

/201

3

4 W

/E 1

8/05

/201

3

4 W

/E 1

5/06

/201

3

4 W

/E 1

3/07

/201

3

4 W

/E 1

0/08

/201

3

4 W

/E 0

7/09

/201

3

4 W

/E 0

5/10

/201

3

4 W

/E 0

2/11

/201

3

4 W

/E 3

0/11

/201

3

4 W

/E 2

8/12

/201

3

4 W

/E 2

5/01

/201

4

4 W

/E 2

2/02

/201

4

4 W

/E 2

2/03

/201

4

4 W

/E 1

9/04

/201

4

4 W

/E 1

7/05

/201

4

4 W

/E 1

4/06

/201

4

4 W

/E 1

2/07

/201

4

4 W

/E 0

9/08

/201

4

4 W

/E 0

6/09

/201

4

4 W

/E 0

4/10

/201

4

4 W

/E 0

1/11

/201

4

4 W

/E 2

9/11

/201

4

4 W

/E 2

7/12

/201

4

4 W

/E 2

4/01

/201

5

4 W

/E 2

1/02

/201

5

3.4 3.4 3.63.3

3.7 3.6 3.73.5

3.7 3.8 3.7 3.63.3 3.2 3.1

3.43.9

3.6

4.74.3 4.4

3.8 3.7 3.8 3.8 3.5

2.46 2.46 2.60 2.472.73 2.60 2.69

2.512.70 2.77 2.77 2.76

2.35 2.27 2.282.48

2.902.63

3.363.06 3.07

2.76 2.71 2.852.68 2.53

1.4 1.4 1.4 1.4 1.3 1.4 1.4 1.4 1.4 1.4 1.3 1.3 1.4 1.4 1.4 1.4 1.3 1.4 1.4 1.4 1.4 1.4 1.4 1.3 1.4 1.4

Average $ spend per household every 4 weeks $ spend per purchase occasionAverage purchase occasions every 4 weeks

Buyers are spending $0.20 more in each trip on Sweet Corn this month vs 2014, driving the rise in average monthly spend.

Copy

right

©20

12 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

11Copy

right

© 2

014

The

Nie

lsen

Com

pany

. Con

fiden

tial a

nd p

ropr

ieta

ry.

Heavy, Medium & Light Buyers Sweet Corn

Copy

right

©20

12 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

13Copy

right

© 2

014

The

Nie

lsen

Com

pany

. Con

fiden

tial a

nd p

ropr

ieta

ry.

Purchased Sweet Corn on 1 to 2 occasions throughout this period

Light Buyers

Medium Buyers

Heavy Buyers

Purchased Sweet Corn on 3 to 5 occasions throughout this period

Purchased Sweet Corn on more than +5 occasions throughout this period

Source: Nielsen Homescan MKS_ 806099

Heavy Buyers account for more than two-thirds of volume and value sales while representing less than 30% of Sweet Corn’s buyer base.

% Buyers % Volume % Value

43.6

11.5 11.4

26.9

19.8 19.6

29.4

68.7 69.0

Light Buyers (1-2) Medium Buyers (3-5) Heavy Buyers (+5)

Copy

right

©20

12 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

14Copy

right

© 2

014

The

Nie

lsen

Com

pany

. Con

fiden

tial a

nd p

ropr

ieta

ry.

Light Sweet Corn Buyers (1-2) Medium Sweet Corn Buyers (3-5) Heavy Sweet Corn Buyers (+5)

3.7110.05

30.73

3.66 10.22

32.81

How many Households buy?

How much (Kg) do they buy per year?

How much ($) do they spend per year?

Light Buyers Medium Buyers Heavy Buyers

1-2 occasions per year


5+ occasions per year

Source: Nielsen Homescan MKS_ 806099


23.8

14.4 16.423.7

14.6 16.0


0.82.3

7.5

0.92.4

7.8

There are less heavy buyers compared to last year, however a rise in Light and Medium Buyers is witnessed. Average annual volume consumption is up across the 3 groups are up.

This YearLast Year

Copy

right

©20

12 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

15

Heavy Buyers5+ occasions

per year

How often do they buy?

How much do they buy per occasion?

How much do they spend per occasion?

DemographicsLife stage

(distribution of volume)Gender Incomes

Source: Nielsen Homescan BDS_ 806090

Last Year

12.0 12.3 0.6 Kg 0.6 Kg $2.56 $2.68This Year

On average, Heavy Buyers are purchasing Sweet Corn almost once a month. They have increased their purchase frequency this year. Couples (Established + Senior) and Start Up Families have gained volume importance this year.

1 2

11% 13%

16% 15%

18% 17%

5% 4%

11% 9%

18% 20%

21% 22%

21%

79%

18%

32%

49%

Last Year This Year

Last Year This Year Last Year This Year

Copy

right

©20

12 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

16

Medium Buyers3-5 occasions

per year




Demographics

Gender Incomes

3.8 3.8 0.6 Kg 0.6 Kg $2.62 $2.68Medium buyers purchase the same volume per trip as Heavy Buyers, however, their purchase occasions are less than one-third in comparison. Couples (Senior+Established) have gained volume share this year.

1 2

9% 7%

16% 14%

16%15%

8%8%

13%12%

20%25%

18% 20%

21%

79%

23%

32%

45%

Last Year This Year

Last Year This YearLast Year This Year Last Year This Year

Life stage(distribution of volume)


Copy

right

©20

12 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

17

Light Buyers1-2 occasions

per year




Demographics

Gender Incomes

1.4 1.4 0.6 Kg 0.6 Kg $2.64 $2.65Light buyers on an average purchase Sweet Corn less than twice in a year. Their consumption and spend per occasion remained stable. Couples (Senior+ Established) and Independent Singles increased their volume representation this year.

1 2

7% 6%

10% 10%

16% 15%

10% 9%

16% 17%

24% 25%

17% 18%

25%

75%

25%

35%

40%

Last Year This Year

Last Year This YearLast Year This Year Last Year This Year

Life stage(distribution of volume)


Copy

right

©20

12 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

18Copy

right

© 2

014

The

Nie

lsen

Com

pany

. Con

fiden

tial a

nd p

ropr

ieta

ry.

Sweet Corn

Carrots

Sweet Potato

Potato

Pumpkin

Broccoli

6%

11%

5%

20%

6%

5%

Heavy Carrot buyers allocate a lower proportion of vegetable consumption to Potatoes as compared to Light and Medium buyers.

Total Sweet Corn Buyers Light Buyers Medium Buyers Heavy Buyers



5+ occasions per year

Source: Nielsen Homescan MKS_ 806099| Based on Volume | Relative to Total Vegetables | Year to 21/02/2015

Sweet Corn

Carrots

Sweet Potato

Potato

Pumpkin

Broccoli

1%

11%

5%

22%

6%

4%

Sweet Corn

Carrots

Sweet Potato

Potato

Pumpkin

Broccoli

2%

11%

5%

22%

6%

5%

Sweet Corn

Carrots

Sweet Potato

Potato

Pumpkin

Broccoli

3%

11%

5%

21%

6%

5%

Copy

right

©20

12 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

19Copy

right

© 2

014

The

Nie

lsen

Com

pany

. Con

fiden

tial a

nd p

ropr

ieta

ry.

New, Lost & Retained Buyers Sweet Corn

Copy

right

©20

14 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

20

How many households buy Sweet Corn (%)?

How much ($) do they buy in the year?

How much (Kg) do they buy in the year?

RETAINEDSweet Corn buyers

NEWSweet Corn buyers

LOSTSweet Corn buyers

Existing Sweet Corn buyers have reduced their shopping frequency, while increasing the spend compared to last year. New Sweet Corn buyers in comparison to Lost buyers purchase the vegetable more often, have higher average spend as well as consumption.

Last Year This Year Last Year This Year

How often did they buy?

$/per trip

Kg/per trip

11.8%

1.2 Kgs

$5.42

2.1 trips

0.6 Kgs

$2.60

11.6%

1.5 Kgs

$6.35

2.3 trips

0.6 Kgs

$2.76

42.5%

3.9 Kgs

$15.85

6.2 trips

0.6 Kgs

$2.58

42.5%

3.9 Kgs

$16.15

6.1 trips

0.6 Kgs

$2.64

Source: Nielsen Homescan MKS_806094

Copy

right

©20

12 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

21Copy

right

© 2

014

The

Nie

lsen

Com

pany

. Con

fiden

tial a

nd p

ropr

ieta

ry.

Where is volume going?Sweet Corn

Copy

right

©20

12 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

22

0%-63%

163%

Sales

WHERE IS THE SWITCHING VOLUME COMING FROM?

Sweet Corn gained volume from buyers switching out from Potatoes, Broccoli and Other Vegetables. Switching gains offset the volume loss due to the existing buyers buying less Kg volume of Sweet Corn this year.

Source: Nielsen Homescan BSF_806093 | Based on Volume | Relative to Total Vegetables | Year to 21/02/2015

A/O Vegeta-

bles

Potato

Broccoli

Pumpkin

Sweet Potato

2.3

0.7

0.3

-0.1

-0.1

Net Gain/Loss %

Copy

right

©20

12 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

23Copy

right

© 2

014

The

Nie

lsen

Com

pany

. Con

fiden

tial a

nd p

ropr

ieta

ry.

Retail Healthby Retailer & StateSweet Corn

Copy

right

©20

12 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

24Copy

right

© 2

014

The

Nie

lsen

Com

pany

. Con

fiden

tial a

nd p

ropr

ieta

ry.

Volu

me

Valu

e


Other Supermarkets

Non Supermarkets

The total Vegetable market has grown in terms of value over the past year driven by growth across all retailers except IGA. Woolworths, IGA and Non Supermarkets posted volume sales decline this year.

25%

4%

11%

8%28%

24%

-1%

7%8%

-8%

-3%

1%

0%

19%

4%

9%

7%

34%

27%

3%

12%

19%

-3%

4%6%5%

Share by RetailersThis yearTotal Vegetables

Sales vs. Last YearThis year vs. Last yearTotal Vegetables

Copy

right

©20

14 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

25

Share by RetailerThis year vs. Last yearT. Sweet Corn

Sales vs. Last yearThis year vs. Last yearT. Sweet Corn

Other Supermarkets

Non Supermarkets

Volu

me

Valu

e


17%

3%

11%

4%

39%

26%

25%

4%

11%

4%37%

20%

-12%

0%

20%

-17%

5%

27%

4%

-3%-2%

32%

-8%

2%7%

5%

Non Supermarkets have witnessed significant drop in their sales whilst huge growth can be seen in Coles and ALDI, driving the growth for Sweet Corn in value as well as volume sales.

Copy

right

©20

14 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

27

Source: Nielsen Homescan Total Market: AUS Shared to: T. Fresh Frt Veg Dried Frt Nut Condition: Defined Market: AUS Defined Product: T. Fresh Frt Veg Dried Frt Nut Defined Fact: Purchase Value Defined Period: MAT TO 21/02/2015

Copyright © Page 1 of 1

Homescan isights v3.0 .Dictionary v1.5


Account Shopper ConversionYear to 21/02/2015| Woolworths (WW)

Almost 57% of Woolworths shoppers are purchasing Sweet Corn on their trips to Woolworths. This is a lower rate than that of comparable vegetables like Carrots, Potatoes and Broccoli.

Copy

right

©20

14 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

28

Source: Nielsen Homescan Total Market: AUS Shared to: T. Fresh Frt Veg Dried Frt Nut Condition: Defined Market: AUS Defined Product: T. Fresh Frt Veg Dried Frt Nut Defined Fact: Purchase Value Defined Period: MAT TO 21/02/2015

Copyright © Page 1 of 1

Homescan isights v3.0 .Dictionary v1.5


Account Shopper ConversionYear to 21/02/2015| Coles

Conversion rate for Coles is lower than Woolworths with less than 52% of Coles shoppers buying Sweet Corn in Coles.

Copy

right

©20

14 T

he N

iels

en C

ompa

ny. C

onfid

entia

l and

pro

prie

tary

.

29

51.7 53.1

3.1 3.1

SA + NT (6%)

VIC (25%)

NSW (35%)

QLD (22%)

WA (10%)

Average KG per Buyer

Penetration This year vs. Last year

( ) State share of Sweet Corn $ sales

Is there a particular state driving the category performance?NSW and WA are the only states where the consumption of Sweet Corn increased.

NSW, accounts for more than one-third of total $ spend on Sweet Corn, and has lost the most buying households this year.


55.6 55.2

3.03.4

50.1 51.2

3.32.9

58.7 59.7

3.1 3.1

56.5 53.1

3.43.9

THANK YOU

SWEET CORN DEEP DIVE YEAR TO 21/02/2015 VS. YEAR AGO.

Documents

Transcript of SWEET CORN DEEP DIVE YEAR TO 21/02/2015 VS. YEAR AGO.