GROWTH OPPORTUNITIES IN IRISH GROCERY IN 2013
CATHY CROSS
© Kantar Worldpanel
-9.3
-8.5
-6.4
-4.5
-4.1
-3.7
-2.9
-2.7
-2.2
-2
-1.4
-1.3
-0.2
0.1
0.3
0.9
1
1.6
1.9
2.5
2.9
3
3.8
7.3
7.3
9.7
10.3
Irish grocery market is flat overall but there are key Frozen and Ambient areas seeing
growth, as well as Fresh Produce
12 w/e 25 Nov 2012 Total Grocery - value % chg by category
2
© Kantar Worldpanel
Be
Different
Target
Growing
and
Winning in
Ireland
Innovate
&
Refresh
Range
© Kantar Worldpanel
Be
Different
1. Being different to other brands
2. Being different to PL
© Kantar Worldpanel
ACCELERATED GROWTH OVER THE PAST 2 YEARS MARKET
+11%
+9%
2010
2011
2012
© Kantar Worldpanel
WHERE HAS GROWTH COME FROM?
NO CHANGE
IN PRICE
FEW NEW
SHOPPERS
SHOPPERS BUYING INTO THE
CATEGORY MORE OFTEN
DELIVERED 80% OF THE
GROWTH IN 2012
© Kantar Worldpanel
New formats driving
growth while fuelling
the overall category
© Kantar Worldpanel
COFFEE’S A SECOND CATEGORY THAT IS GOING FROM
STRENGTH TO STRENGTH
82
80
+8%
78
76
74
€m
+5%
72
70
68
66
64
2010
2011
2012
© Kantar Worldpanel
GROUND
15% OF SPEND
+22% YOY
STANDARD INSTANT
65% OF SPEND
+6% YOY
© Kantar Worldpanel
PREMIUMISATION OF STANDARD INSTANT COFFEE
More shoppers
Buying more often
Willing to pay a
higher price
© Kantar Worldpanel
Innovate
&
Refresh
67%
13%
“I like trying
new
products”
% of 2012
grocery
spend from
NPD
© Kantar Worldpanel
-9.3
-8.5
-6.4
-4.5
-4.1
-3.7
-2.9
-2.7
-2.2
-2
-1.4
-1.3
-0.2
0.1
0.3
0.9
1
1.6
1.9
2.5
2.9
3
3.8
7.3
7.3
9.7
10.3
8 out of 13 of the growing categories have more than 13% of spend coming from
NPD
12 w/e 25 Nov 2012 Total Grocery - value % chg by category
12
© Kantar Worldpanel
INNOVATE: BREAKFAST BISCUITS
“HEALTHY” BISCUITS
+9%
+6%
2011
388,000 HHs
2012
61,000 HHs
© Kantar Worldpanel
REFERSH: BAKED BEANS
+5%
+3%
2011
609,000 HHs
115,000 HHs
2012
159,000 HHs
© Kantar Worldpanel
Range
Range of choice and offering – thinking about
different occasions
© Kantar Worldpanel
ACCELERATED GROWTH IN A DECLINING CATEGORY
Almost saturated
category penetration
Shoppers buying less
Glenisk
2012
Yogurts
42,000 more HHs
Buying more often
and paying more
© Kantar Worldpanel
2012: more shoppers buying more, also benefitting the category
© Kantar Worldpanel
Know your target
Target
what they like and don’t like
what makes them different
Think ahead
0 - 14 years
15 - 24 years
25 - 44 years
45 - 64 years
65 +
1,600,000
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
1981
1986
1991
1996
2002
2006
2011
© Kantar Worldpanel
WHAT DOES THIS MEAN?
Younger and Older groups &
Smaller Households are the
growing demographics
© Kantar Worldpanel
Income
Shopping Lists
Kids
12 w/e spend per HH
Budget
Day of Week
Store Preference
HH Size
Age
€1,808
€1,580
€1,334
€1,244
€871
Pre-Family
€879
Young Family
Middle Family
45+ Family
Older
Dependents
Empty Nesters
© Kantar Worldpanel
Brand I buy is important
Like trying new products
Influenced by HH members
Influenced by HH members
Try to buy local
Strict Budget
Diet is important
Shop around for offers
Price is most important
Compare prices & buy diff
brand if on offer
Stick to a shopping list
Stick to a shopping list
I’m under time pressure when shopping
Will pay more for organic
Mortgaged / Rent
Own my house outright
© Kantar Worldpanel
CLEARLY TARGETED NEEDS OF A SPECIFIC DEMOGRAPHIC
© Kantar Worldpanel
Be
Different
Target
Growing
and
Winning in
Ireland
Innovate
&
Refresh
Range
© Kantar Worldpanel
THANK YOU
CATHY CROSS
Consumer Insight Director
catherine.cross@kantarworldpanel.com
01 480 8982
© Kantar Worldpanel