Sweet Potato Report Brand Health & Demographics

Sweet Potato ReportBrand Health& Demographics

• Source: • Nielsen Homescan data until 181h of Feb 2012• Nielsen Scantrack data (National Woolworths) until 12th Feb 2012

2

Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Sweet Potato…..

During last year, Sweet Potato penetration has increased to 64.2%, with buyers spending $13.4 per year and purchasing

just under 7 kilos in the same period.

Whilst shoppers have maintained their consumption size per trip, the total average volume increased

from 6.6 kilos to 6.9 kilos.

Sweet Potato shoppers are visiting the stores more frequently this year and have reduced their average spend per shopping trip to $2.4, while total spend reached $13.4 during the same period.

http://www.recipesroom.com/images/sweet-potatoes1.jpg

3


Looking at Woolworths scan information, while traded volume has increased, value decreased due to an average price

per kilo drop to $2.19

Sweet Potato…..

From a value perspective, Established Couples and Senior Couples are the most important demographic segments for Sweet Potato, accounting for almost 45% of value.

While 1-2 members households contribute with almost 56% of total Sweet Potato sales, there is still opportunity to

Increase Penetration within this segment.

4


Homescan Overview

5


This report leverage two different types of information: 1) Retail Measurement Data (Scanning Sales) 2) Household Panel Information

• Complementary data sources, not substitutes for one another• Address separate sets of business issues

• Volume & Share Tracking• Promotion Execution & Effectiveness• Price Sensitivity• Account Performance

• Components of Sales• Brand Loyalty & Repeat• Demographics• Buyer Analyses• Cross Purchasing• Switching/Source of Volume

Store-Level Scanning Sales Household Panel Information

6


Purchase data is automatically modemed back to Nielsen via

the telephone lineNielsen processes the data together with stringent QC

checking

At home they scan the purchases via a barcode scanner - supplementing data

from a barcode book for shopping trip info and non barcoded items

Panel member buys products from any retail outlet and takes

them home

Information is supplied via Advisor i-sights to clients to evaluate consumer and retail trends.

Start with a panel that is statistically representative of

Australian households

How does Household Panel Information (Homescan) work?

7


Key Measures

8


W hat is dr iv ing how m uch m y consum ers buy? - Brand Health - Va lueA US | M A T TO 18 /0 2 /2 0 1 2 | B a sed on V a lue ($ 00 0s )/1 0 0 0

S o urc e : A C N ielse n H o m e s ca n A us tra lia

Source: Nielsen l Homescan Australia

During last year, Sweet Potato penetration has increased by 2.6%, with Sweet Potato buyers spending $13.4 per year and purchasing just under 7 kilos in the same period This chart compares Sweet Potato

household reach (penetration) against other vegetables. Blue

represents year ago while yellow represents current year

This one shows the total average household spend across various

vegetable commodities.

This chart shows the total average household volume purchase across

various vegetable commodities.

9


W h at is driv ing ho w m uch m y con sum ers buy? - Brand Health - Va lueA LL S HO P P E RS - A US - M A T TO 18 /0 2 /20 1 2 - B A S E D O N V A L UE ($ 0 00 'S )/1 0 0 0

S o urc e : A C N ielse n H om es can A us tra lia

Sweet Potato shoppers are visiting the stores more often this year whilst have reduced spend per trip by $0.3 and average total spend by $0.7

This chart compares how frequently Sweet Potato is purchased each

year compared to other vegetable commodities

Households are spending approximately $2.4 each time they purchase Sweet

Potato

Households are spending in total, approximately $13.4 per year in Sweet

Potato

10


W h at is driv ing ho w m uch m y consum ers buy? - Brand Health - Va lueA US | M A T TO 1 8 /0 2 /2 0 1 2 | B a sed o n V a lu e ($ 0 0 0s)/1 0 0 0

S o urc e : AC N ielse n H o m e s ca n A us tra lia

Whilst shoppers have maintained their purchase size per shopping trip, they have increased their average consumption to almost 7kgs as a result of an increase in the number of shopping trips

Source: Nielsen l Homescan Australia

11


How are the key consum er drivers of sales chan gin g o ver t ime? - Bran d H ealth - ValueA LL S HO P P E RS - A U S - T. V ege tab les - BA S E D O N VA LU E ($ 000 'S )/1 0 00

S o urc e : AC N ielse n H om e s ca n A us tra lia

Latest 4 weeks have seen an increase in penetration for Vegetables to the highest level seen ion the last 2 years, while average spend are align to pre-disaster levels.

Cyclone Yasi

QLD Floods

This chart shows that the average household increased their spend (red line) on Vegetables in the periods during & after

the natural disasters.

12


How are the key consumer drivers of sales changing over time? - Brand Health - ValueALL SHOPPERS - AUS - T. Sweet Potato/Kumara - BASED ON VALUE ($000'S)/1000

Source : ACNielsen Homescan Australia

Cyclone Yasi

QLD Floods

During peak seasons, average household spend decreased (red line) as the number of households

increased (blue bars)

Latest 4 weeks have seen an increase in penetration for Sweet Potato whilst average spend remains stable, reaching similar levels than a year ago.

13


W hat is d riv in g how much m y co nsu mers buy o ver tim e? - Brand Health - Va lueA L L S HO P P ER S - A US - T . S we e t P otato/K u m ara - B A S E D O N V A LU E ($00 0 'S) /10 0 0

S o urc e : AC N ielse n H o m es ca n A us tra lia

Cyclone Yasi

QLD Floods

Green Line: how many times consumers buy it – it is

stable.

Yellow Line: How much they spend each time. For

February, this index reached: $2.5

Sweet Potato peak season March - August

While spend per occasion is showing a decline trend, purchase frequency remains at the same level.

14


Table Report | AUS WOOLWORTHS/SAFEWAY - T. Sweet Potato/Kumara | T. Fresh Frt Veg Dried Frt NutUnits of Measure: Units = UNITS (000'S) | Volume = VOLUME (000'S) KILOGRAMS | Value = VALUE ($000'S)

MAT TO 19/02/2011 MAT TO 18/02/2012

VOLUME (000'S) KILOGRAMSVALUE ($000'S)

Price per Vol (Kg)

9,086.7

23,243.1

$2.56

10,038.6

21,990.6

$2.19

SOURCE: Nielsen Australia ScanTrack (HIFVDHAL )

Looking at Woolworths scanning information, traded volume of Sweet Potato has increased by 10%, while traded value decreased by 5% as a result of a dip in prices to $2.19 during last MAT.

15


Tab le R eport | AUS W OOLW OR T HS/S AF EW AY - T . Sweet Potato /Kumara | T . F resh F rt V eg Dried F rt NutUn its o f M easu re: U n its = U NITS (0 0 0 'S ) | V o lum e = V O LU M E (00 0 'S ) K ILO G R AM S | V alue = V A LUE ($0 00 'S )

S OU R C E : N ie ls e n A ust ra lia S canT rack (H IFV D H A L )

Looking at trended Woolworths information, latest 3 periods are showing higher level of volume traded, however prices per kilo are lower than the same period a year ago.

Cyclone Yasi

QLD Floods

Blue Line: Price per Kg. $2.36 in latest period vs.

$2.50 last year.

Yellow Bar: Kgs sold by Woolworths during each

period.

16


Brand Shifting | Based on ValueAUS - SWEET POTATO/KUMARA - MAT to 18/2/2012

Source: Nielsen | Homescan® (Australia) - Issue # WBSF390259_532390

Sweet Potato value growth can be traced mostly from switched buyers, most of them used to buy Potatoes, Mushroom and Other Vegetables.

Most of the value growth came from buyers that switched to Sweet

Potato from other commodities

Those buyers that switched to Sweet Potato, used to buy

Potatoes, Mushrooms, and Other Vegetables

Category Expansion/Contraction

BSF390259_532390

17


Demographics

18


Who b uys m y bran d? (Lifestage) - D emograph ics - V alueA US - T. Sw eet Po tato/K um ara - M A T TO 1 8 /0 2 /2 01 2 - B AS E D O N V AL UE ($0 00 'S )/10 0 0

S o urc e : AC N ielse n H o m e s ca n A us tra lia

From a value perspective, Established Couples and Senior Couples are the most important demographic segments for Sweet Potato

The green bar represents the percent of each demographic purchasing in latest

period with the red bar representing the

percentage last year

19


W ho bu ys my b rands? ( Income) - Dem ograp hics - V alu eA US - T. Sweet Po tato/K um ara - M A T TO 18 /02 /201 2 - B AS E D O N V AL UE ($000 'S )/10 00

S ourc e : A C N ielse n H o m e s can A us tra lia

High Income households contribute with almost 45% of Sweet Potato value sales, and penetration keep increasing within this segment.

High Income households have increased their importance in value at expense of

Low income during the last year

20


W ho buys my bran ds? (H ouseho ld Size) - De mograph ics - Va lueA US - T. Sweet Po tato/K u m ara - M A T TO 1 8/02/201 2 - B AS E D O N V AL UE ($0 00 'S )/10 00

S ourc e : AC N ielse n H o m e s ca n A us tra lia

While 1-2 members households contribute with almost 56% of total Sweet Potato sales, there is opportunity to increase reach within this group.

1-2 member household size is the most important demographic as they

account for 56% of sales.

Opportunity to increase reach as 1- 2 member household has the lowest

penetration

21


Share of Trade

22


Share of Trade - Share of TradeA LL S H OP P ER S - MAT T O 18 /02/2012 - T . Sweet P otato/K umara - BA SE D O N VA LU E ($000'S )/1 000

S o urc e : A C N ielsen | H o m e sc a n A ust ra lia

While WW leads Sweet Potato share of trade with 31.4%, during last MAT Coles and ALDI were the only retailers than gained share reaching 26% and 26.2% respectively.

This pie chart shows how is the Sweet Potato value distribution among different

retailers/channels of trade

This show the actual sales values percentage growth/decline behind the share

of trade changes

23


ALL SHOPPE R S - T . Swee t Potato /K um ara Consum er K PI'sV a lu e B a sis : V A L U E ($ 0 00 'S )

S ou rce : N ielsen Ho m escan

Sweet Potato has gained penetration across all retailers with WW having the highest penetration

24


W h at is dr iv ing ho w m uch m y consum ers buy? - Brand Health - Va lueA LL S HO P P E RS - A US - M A T TO 18 /0 2 /2 0 12 - B A S E D O N V A L UE ($0 00 'S )/1 00 0

S o urc e : AC N ielsen H o m e s ca n A us tra lia

However Coles was the only retailer where the number of shopping trips increased.

25


Glossary

26


Terms• Penetration – The proportion of households purchasing a product in the

specified period expressed as a percentage of all households.

• Average Weight of Purchase (AWOP) – The average volume/value/units of a product bought across all buyers of that product in the specified period.

• Occasions Per Buyer – The average no. of times each buyer purchases the specified product in a specified period. A product/date/shop combination, eg. a household purchasing 2 identical products on a shopping trip to Woolworths constitutes a single purchase occasion.

• Amount Per Occasion – Average value or units purchased on each purchase occasion.

• QTR – Quarter year; rolling 13 weeks.

• MAT – Moving annual total; a rolling yearly total which accumulates 52 weeks of data.

• PP – Prior Period

• YA – Year Ago.

27


Lifestage Demographic DefinitionsYoung Transitionals

Adult households (no children <=17)Head of household <35

Small scale familiesHouseholds with oldest child 6-11 years

Start-up familiesHouseholds with young children only, oldest child < 6

Bustling familiesHouseholds with oldest child 12-17 years

Senior CouplesTwo (2) or more adults (No children <=17)Head of household 60 or over

Independent singlesOne (1) person adult household (No children <=17)

Head of household >=35Established Couples

Two (2) or more adults (No children <=17)Head of household 35-59

28


Young Transitionals,

15%Start Up

Families,9%

Small Scale Families,11%

Bustling Families,16%

Independent Singles,17%

Established Households,

18%

Senior Couples,

14%

Lifestage Distribution of Households

http://en.wikipedia.org/wiki/File:Simpsons_FamilyPicture.png

29


Scanning guide enhancements were introduced in August 2009, providing greater depth of information…

30


Source of Growth / Decline - Bulla Premium Family Tubs | Based on UnitsFor Period MAT to 19/02/2011 vs YA | Relative to Total Ice Cream

Incremental / Lost Category Sales

65.5

1.1

18.1

27.8

18.5

Total %Change in

Volume

New/LostCategoryBuyers

Cat Exp/Cont- Retained

BrandBuyers

Cat Exp/Cont- New/Lost

BrandBuyers

SwitchingTotal

% Change In Volume Due To Switching To/From…

-0.5-0.5-0.2-0.1-0.1

-0.10.10.10.10.10.10.20.20.20.30.40.40.50.50.50.60.60.80.91.21.21.41.5

1.86.2

-0.1-0.1

PL MPs (79) Billabong MPs (163.6)

Magnum Temptation MPs (191.8) Magnum Other MPs (127.2)

Bulla Creamy Classic MPs (102.3) Paddle Pop Regular MPs (208.6)

Splice MPs (204.2) Connoisseur Tubs (154.9)

Bulla Premium Family Tubs (112.5) W eiss MPs (117.1)

Calippo MPs (138.8) Sara Lee Tubs (115.4)

Bulla Health Tubs (151.6) Blue Ribbon Regular Tubs (84.7)

Icy Pole MPs (129.8) Maxibon MPs (92.7)

Bulla Fruit & Yog MPs (159.2) Weis Tubs (144.3)

Bulla Bars MPs (253.7) Gaytime MPs (134.4)

Blue Ribbon Light Tubs (143.9) Paddle Pop W ater Ice MPs (116.6)

Frosty Fruit MPs (137.6) Magnum Minis MPs (97.6)

Bulla Splitz MPs (114.9) Heaven MPs (135.3)

Cornetto MPs (121.9) PL Tubs (76)

Drumstick MPs (112.2) Bulla Everyday Family Tubs (146.7)

Other Nestle MPs (121.1) All Other (74.4)

Source: ACNielsen | Homescan® (Australia) - Issue # 467940

How to read a Source of Volume Chart

New/Lost Category Buyers Households that purchased the category in one

period but not the other and the

focus brand was included in the

category purchases.

New/Lost Brand Buyers

Gains or Losses within the Focus

Brands by Households who

added/omitted the focus brand to their category

purchases.

Existing brand buyers

The Focus Brand experienced gains/losses

from households who

increased/decreased their

purchases of the focus brand

SwitchingIncludes

households who shifted their focus

brand purchases

from/to alternative

category items.

31


Appendix

32


What is driving grocery sales? (Account Comparison) - Bigger Picture - ValueALL SHOPPERS - TOTAL CELERY - SHARE OF TRADE ($)

Source : ACNielsen | Homescan Australia

Update products to:

Sweet Potato

Sweet Potato Report Brand Health & Demographics

Documents

Transcript of Sweet Potato Report Brand Health & Demographics