Cucumber Report
Brand Health
& Demographics
•Source:
•
Nielsen Homescan data until 3rd of September 2011
•
Nielsen Scantrack data (National Woolworths) until 28th August 2011
Cucumber…..
77.5 % of Australian Households purchased Cucumbers; spending
on average $ 17 in the last year, which equates to 9.4 shopping
trips and $1.8 spent per shopping trip
Looking at trended information we can see that price spikes during
this year natural disasters, have remained higher than
previous year levels.
However, during the last 2 periods, prices per kilo have
started to decrease, closing the gap
with previous year’s
2
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Cucumber…..
Most of the cucumber’s additional value come from current cucumber
buyers, while those who decided not to buy it more are spending more
in Pumpkin & Tomato
Despite Cucumber price increase, most household segments
remained purchasing it; however “Bustling Families” (HH
with children above 12yo) segment was the only one
where cucumber decreased its penetration.
Woolworths has held the dominant share of the Cucumber trade,
whilst Coles has share gains at expense of IGA,
Independents and Green Grocers
3
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Homescan Overview
4
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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
Store-Level Scanning Sales
• Volume & Share Tracking
• Promotion Execution & Effectiveness
• Price Sensitivity
• Account Performance
Household Panel Information
•Components of Sales
•Brand Loyalty & Repeat
•Demographics
•Buyer Analyses
•Cross Purchasing
•Switching/Source of Volume
5
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
How does Household Panel Information (Homescan) work?
Start with a panel that is
statistically representative of
Australian households
Information is supplied via Advisor
i-sights to clients to evaluate
consumer and retail trends.
Panel member buys products
from any retail outlet and takes
them home
Nielsen 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
Purchase data is automatically
modemed back to Nielsen via the
telephone line
6
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Key Measures
7
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
During the last year the number of Australian Households purchasing
cucumbers decrease by 96k, however those who keep purchasing, spent
$2.1 more than previous year in the commodity.
What are the key consumer drivers of sales? - Brand Health - Value
ALL SHOPPERS - AUS - MAT TO 03/09/2011 - BASED ON VALUE ($000'S)/1000
*NB - Fresh Salads contain all pre-packed salads
This chart compares Cucumber household
reach (penetration) against some other
vegetables. Blue represents year ago while
yellow represent current year
This chart show the average household
spend across various vegetable
commodities.
Source : ACNielsen Homescan Australia
* New Nielsen Scanning guides began capturing loose Asian Vegetables,
Celery and Capsicum purchasing despatched
to panel in Sept 2009
rd
8
Nielsen Homescan data until 3 September 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Households that buy Cucumbers are purchasing the commodity less often,
9.4 times compared to 9.6 times last year, however they are spending $0.3
more in every shopping trip.
What is driving how much my consumers buy? - Brand Health - Value
ALL SHOPPERS - AUS - MAT TO 03/09/2011 - BASED ON VALUE ($000'S)/1000
*NB - Fresh Salads contain all pre-packed salads
This chart compares how frequently
Cucumber is purchased each year
compared to other vegetable
commodities
Households are spending approximately $1.80
each time they purchase Cucumber.
Source : ACNielsen Homescan Australia
* New Nielsen Scanning guides began capturing loose Asian Vegetables,
Celery and Capsicum purchasing despatched to panel in Sept 2009
9
Nielsen Homescan data until 3rd September 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Average household spend on Vegetables peaked immediately following
the natural disasters in February
urce : ACNielsen Homescan Australia
How are the key consumer drivers of sales changing over time? - Brand Health - Value
ALL SHOPPERS - AUS - TOTAL VEGETABLES - BASED ON VALUE ($000'S)/1000
QLD Cyclone
Floods Yasi
This chart shows that the average
household increased their spend (red line)
on Vegetables in the periods during & after
the natural disasters.
10
Nielsen Homescan data until 3rd September 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Over a two year period we can see that average weight of purchase has
increased over the Cyclone Yasi period and has remained at higher levels than
a year ago.
urce : ACNielsen Homescan Australia
How are the key consumer drivers of sales changing over time? - Brand Health - Value
ALL SHOPPERS - AUS - TOTAL CUCUMBERS - BASED ON VALUE ($000'S)/1000
QLD Cyclone
Floods Yasi
During peak seasons,
average household spend
decreased (red line) as the
number of households
increased (blue bars)
Cucumber peak season November- April
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Nielsen Homescan data until 3rd September 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Growth in $AWOP are linked to increases in spend per shopping
occasion
What is driving how much my consumers buy over time? - Brand Health - Value
ALL SHOPPERS - AUS - TOTAL CUCUMBERS - BASED ON VALUE ($000'S)/1000
QLD Cyclone
Floods Yasi
Green Line: how many times
consumers buy it – it is
stable.
Yellow Line: How much they
spend each time. It increased
in the last period to $2.3
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Source : ACNielsen Homescan Australia
Nielsen Homescan data until 3rd September 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Looking at Woolworths information, Cucumber volume sales have
declined by -5.9%, however total value grew more than 19% due to the
effect of price increase (+2.9 $/Kg)
Table Report | Nat Woolworths - T. Cucumbers | T. Fresh Fruit and Vegetables
Units of Measure: Units = System Units(000's) | Volume = Kilograms(000's) | Value = $ (000's)
MAT To 29/08/2010
MAT To 28/08/2011
Kilograms(000's)
6,020.7
5,663.8
$ (000's)
65,038.8
77,938.6
$10.80
$13.76
Price per Vol (Kg)
13
Nielsen ScanTrack data until 28th August 2011
SOURCE: Nielsen Australia ScanTrack (HAL_FRESH_FRUIT_VEGETABLES )
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Looking at trended Woolworths information, the affects of Queensland
natural disasters can be seen, however during the last two periods, prices
started to close the gap with levels from a year ago.
Table Report | Nat Woolworths - T. Cucumbers | T. Fresh Fruit and Vegetables
Units of Measure: Units = System Units(000's) | Volume = Kilograms(000's) | Value = $ (000's)
QLD Cyclone
Floods Yasi
Blue Line: Price per Kg.
$19.90 in latest period
vs. $14. 07 last year.
Yellow Bar: Kgs sold by
Woolworths during each
period.
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SOURCE: Nielsen Australia ScanTrack (HAL_FRESH_FRUIT_VEGETABLES )
Nielsen ScanTrack data until 28th August 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
The overall positive value change during the last 52 weeks can be traced
mostly from Existing Cucumber buyers, while most of the lost value went
to Pumpkin & Tomatoes
Brand Shifting | Based on Value
AUS CUCUMBER - MAT to 3/9/2011 vs YA
Most of the value growth (4.1%),
come from existing buyers and in a
smaller proportion from new
cucumber buyers
Category Expansion/Contraction
Source: Nielsen | Homescan® (Australia) - Issue # WBSF372693_504280
Those few households that stop
buying cucumber, increase their
spend mostly in Tomatoes &
Pumkin
15
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Demographics
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Despite penetration is even in most demographics groups, Bustling Families
segment show an excellent opportunity to recover its previous level and
capitalise the increase it has on spend.
The green bar
Who buys my brand? (Lifestage) - Demographics - Value
AUS - TOTAL CUCUMBERS - MAT TO 03/09/2011 - BASED ON VALUE ($000'S)/1000
represents the percent
of each demographic
purchasing in latest
period with the red bar
representing the
percentage last year
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Nielsen Homescan data until 3rd September 2011
Source : ACNielsen Homescan Australia
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Low & Medium income households decreased their value importance for
cucumber, while High income households accounts for almost half of
cucumber value
Who buys my brands? (Income) - Demographics - Value
AUS - TOTAL CUCUMBERS - MAT TO 03/09/2011 - BASED ON VALUE ($000'S)/1000
Opportunity exists develop Low and Medium income households
Low & Medium Income households
have decreased their importance in
value during the last year
18
Nielsen Homescan data until 3rd September 2011
Source : ACNielsen Homescan Australia
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
1-2 member households have had the most significant contribution to
value sales within Cucumbers, however still opportunity to increase reach
within this household size
Who buys my brands? (Household Size) - Demographics - Value
AUS - TOTAL CUCUMBERS - MAT TO 03/09/2011 - BASED ON VALUE ($000'S)/1000
By far, 1-2 member household size is
the most important demographic as
they account for 48.4% of sales.
Opportunity to increase reach as 1- 2
member household has the lowest
penetration
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Source : ACNielsen Homescan Australia
Nielsen Homescan data until 3rd September 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Share of Trade
20
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Coles has gained 1.9% share points over the last year growing at
22% at expense of IGA, Independents and Green Grocers
Share of Trade - Share of Trade
ALL SHOPPERS - MAT TO 03/09/2011 - TOTAL CUCUMBERS - BASED ON VALUE ($000'S)/1000
This pie chart shows how is the
Cucumber value distribution among
different retailers/classes of trade
This show the actual sales values
percentage growth/decline behind the share
of trade changes
21
Source : ACNielsen | Homescan Australia
Nielsen Homescan data until 3rd September 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Coles has gained share through increasing average household spend and
penetration
ALL SHOPPERS - TOTAL CUCUMBERS Consumer KPI's
Value Basis: VALUE ($000'S)
Source: Nielsen Homescan
22
Nielsen Homescan data until 3rd September 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Coles variation in AWOP is a result of increases in spend per
occasion, while Aldi also show increases in purchase frequency
What is driving how much my consumers buy? - Brand Health - Value
ALL SHOPPERS - AUS - MAT TO 03/09/2011 - BASED ON VALUE ($000'S)/1000
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Source : ACNielsen Homescan Australia
Nielsen Homescan data until 3rd September 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Glossary
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
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.
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Lifestage Demographic Definitions
Young Transitionals
Adult households (no children <=17)
Head of household <35
Small scale families
Households with oldest child 6-11 years
Start-up families
Households with young children only, oldest child < 6
Bustling families
Households with oldest child 12-17 years
Senior Couples
Two (2) or more adults (No children <=17)
Head of household 60 or over
Independent singles
One (1) person adult household (No children <=17)
Head of household >=35
Established Couples
Two (2) or more adults (No children <=17)
Head of household 35-59
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Lifestage
Distribution of
Households
Senior
Couples,
14%
Young
Transitionals,
15%
Start Up
Families,9%
Established
Households,
18%
Independent
Singles,17%
Small Scale
Families,11%
Bustling
Families,16%
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Scanning guide enhancements were introduced
in August 2009, providing greater depth of
information…
28
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Source of Growth / Decline - Bulla Premiu
For Period MAT to 19/02/2011 vs YA |
How to read a Source of Volume Chart
65.5
27.8
18.1
18.5
New/Lost
Cat
Exp/Cont
Exp/Cont
New/Lost
Existing
brand Cat
New/Lost
Brand
Category
Buyers
buyers
Buyers
Category
- Retained
- New/Lost
Households that
The Focus Brand
Gains or Losses
Buyers
Brand
Brand
purchased the
experienced
within the Focus
Buyers
Buyers
category in one
gains/losses
Brands by
period but not the
from households
Households who
other and the
who
added/omitted the
focus brand was
increased/decrea
focus brand to
included in the
sed their
their category
category
purchases of the
purchases.
purchases.Incremental
focus/ Lost
brand Category Sales
Switching
Switching
Includes
Total
1.1
Total %
Change in
Volume
households
who shifted
their focus
brand
purchases
from/to
alternative
category items.
29
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Appendix
30
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Whilst Woolworths has held a dominating share of Cucumbers with 32.9%
share, Cucumbers are well developed in both Coles and Green Grocers. Coles
is rapidly closing the gap with WW.
What is driving grocery sales? (Account Comparison) - Bigger Picture - Value
ALL SHOPPERS - TOTAL CUCUMBERS - SHARE OF TRADE ($)
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Nielsen Homescan data until 3rd September 2011
Source : ACNielsen | Homescan Australia
Copyright © 2011 The Nielsen Company. Confidential and proprietary.