Cucumber Report
Brand Health
& Demographics
•Source:
•
Nielsen Homescan data until 111h of June 2011
•
Nielsen Scantrack data (National Woolworths) until 05th June 2011
Cucumber…..
78.5 % of Australian Households purchased Cucumbers; with
households spending on average of $ 16.1 which equates to
9.4 shopping trips with $1.7 spend per shopping trip
on Cucumbers during the year
Price spikes due to the affects of the recent natural disasters
have clearly influenced the commodity over the Cyclone Yasi
period with more impact seen over the Feb period then the
flooding period in Jan
Looking at trended information we can see that the price
spikes have lead to increases in spend per shopping
occasion
2
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Cucumber…..
The Cucumber shopper tend to be more affluent
households and skew towards Bustling Family, Senior
Couple and Established Couple lifestages.
Woolworths has held the dominant share of the Cucumber
trade with recent share gains appearing to come at the
expense of IGA, Independents and Green Grocers
Opportunity to stem household spend declines amoungst
the Small Scale Family lifestage, which have seen
significant declines in Cucumber spend over the last year.
Opportunity for Woolworths to stem declines in households
reach of Cucumber
3
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Key Measures
4
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
78.5 % of Australian Households purchased Cucumbers in the last year,
with households spending on average of $ 16.1 on Cucumbers during the
year
What are the key consumer drivers of sales? - Brand Health - Value
ALL SHOPPERS - AUS - MAT TO 11/06/2011 - BASED ON VALUE ($000'S)/1000
*NB - Fresh Salads contain all pre-packed salads
Source : AC Nielsen Homescan Australia
* New Nielsen Scanning guides began capturing loose Asian Vegetables,
Celery and Capsicum purchasing despatched
to panel in Sept 2009
th
5
Nielsen Homescan data until 11 June 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Shoppers who buy Cucumbers are purchasing the commodity less often, 9.4
times compared to 9.7 times last year; and are spending on average $1.7
What is driving how much my consumers buy? - Brand Health - Value
ALL SHOPPERS - AUS - MAT TO 11/06/2011 - BASED ON VALUE ($000'S)/1000
*NB - Fresh Salads contain all pre-packed salads
Source : AC Nielsen Homescan Australia
* New Nielsen Scanning guides began capturing loose Asian Vegetables,
Celery and Capsicum purchasing despatched to panel in Sept 2009
6
Nielsen Homescan data until 11th June 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Average household spend on Vegetables peaked immediately following
the natural disasters in February
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
Source : AC Nielsen Homescan Australia
7
Nielsen Homescan data until 11th June 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Looking over the trended two year period we can see that average weight of
purchase has increased over the Cyclone Yasi period, likely due to the affects
of increased pricing from the impact of natural disasters.
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
Source : ACNielsen Homescan Australia
8
Nielsen Homescan data until 11th June 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Increases in $AWOP over the natural disaster period can be 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
Source : ACNielsen Homescan Australia
9
Nielsen Homescan data until 11th June 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Cucumber sales have declined by -3.3% in volume and grown by 8.8%
in value year on year whilst pricing has increased by $1.4
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 06/06/2010
MAT To 05/06/2011
Kilograms(000's)
6,012.4
5,809.0
$ (000's)
66,963.8
72,860.2
$11.14
$12.54
Price per Vol (Kg)
SOURCE: Nielsen Australia ScanTrack (HAL_FRESH_FRUIT_VEGETABLES )
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Nielsen ScanTrack data until 05th June 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Looking at trended Woolworths information, the affects of the Queensland
natural disasters can be seen, however we see that price has again taken
an upward direction over the last four weeks
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
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SOURCE: Nielsen Australia ScanTrack (HAL_FRESH_FRUIT_VEGETABLES )
Nielsen ScanTrack data until 05th June 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Demographics
12
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Small Scale households over index on Cucumbers however has seen a
decline in their value contribution over the last year.
Who buys my brand? (Lifestage) - Demographics - Value
AUS - TOTAL CUCUMBERS - MAT TO 11/06/2011 - BASED ON VALUE ($000'S)/1000
Opportunity exists to stem spend declines in this demographic lifestage
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Source : ACNielsen Homescan Australia
Nielsen Homescan data until 11th June 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Low & Medium income households under index on Cucumber sales compared
to total vegetables
Who buys my brands? (Income) - Demographics - Value
AUS - TOTAL CUCUMBERS - MAT TO 11/06/2011 - BASED ON VALUE ($000'S)/1000
Opportunity exists develop Low and Medium income households
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Source : ACNielsen Homescan Australia
Nielsen Homescan data until 11th June 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
1-2 member households have had the most significant contribution to
value sales within Cucumbers, with a contribution of 48.7%, also in line with
total vegetable sales
Who buys my brands? (Household Size) - Demographics - Value
AUS - TOTAL CUCUMBERS - MAT TO 11/06/2011 - BASED ON VALUE ($000'S)/1000
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Source : ACNielsen Homescan Australia
Nielsen Homescan data until 11th June 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Share of Trade
16
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Woolworths has gained 0.9% share points over the last year growing
at 7.6%, stealing from IGA, Independents and Green Grocers
Share of Trade - Share of Trade
ALL SHOPPERS - MAT TO 11/06/2011 - TOTAL CUCUMBERS - BASED ON VALUE ($000'S)/1000
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Source : ACNielsen | Homescan Australia
Nielsen Homescan data until 11th June 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Woolworths has gained share through increasing average household
spend on Cucumber whilst household reach has dipped
ALL SHOPPERS - TOTAL CUCUMBERS Consumer KPI's
Value Basis: VALUE ($000'S)
Source: Nielsen Homescan
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Nielsen Homescan data until 11th June 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Woolworths gains have come from increased spend per shopping occasion
alone whilst ALDI is the only retailer to increase shopping frequency
What is driving how much my consumers buy? - Brand Health - Value
ALL SHOPPERS - AUS - MAT TO 11/06/2011 - BASED ON VALUE ($000'S)/1000
Source : ACNielsen Homescan Australia
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Nielsen Homescan data until 11th June 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.
21
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
•
Young Transitionals (Any Size HHs, No Children, <35): Hopping from uni classrooms to first jobs to “just married” this group is characterised
by an abundance of freedom. With the majority between 25-34 years in white collar professions, You will often find them with money to burn in
the dance clubs, bars, shopping on the Internet or at local gyms. They enjoy physically active lifestyles, dining out and professional sporting
events. This segment tends to live in rented apartment buildings and the internet is part of everyday life
•
Start-Up Families (HHs with Young Children Only < 6): Characterised by households with 1-2 children and a mortgage to boot, Nappies,
baby food and shelves overflowing with toys fill the home of the Start-Up Family. Entering a life of nappy changes and late night feedings, these
consumers are starting their families. Dependent children and their impact on the lives of these ‘new’ parents sets these consumers apart from
the other life stages.
•
Small Scale Families (HHs with Oldest Child 6-11): Unlike the other life stages with children, the small size of these families often allows the
adults to strike a balance between their children and pursuing their own interests. Whether they are single parent families with one or two
children or two parent families with one child – time, convenience items, are of increasing importance as many of them work to pay the bills and
pay off their mortgage.
•
Bustling Families (HHs with Children (Oldest 12+)): A mix of younger and older families with the eldest child in their teens skewed toward
households of 5 more people. These consumers’ lives are hives of activity. With most Heads of Households over 40 years of age. With a higher
prevalence of internet access than any other group and 3 or more TV sets running at any one time these households are embracing the
information age. The children in these households are dependent on their parents for many things. At the peak of their earning power, these
households work hard to afford their children the latest trend; which often means both parents are working.
• Independent Singles (1 Person HHs, No Children, 35+): Predominantly female households, split between older and younger consumers,
most consumers get to this life stage either through divorce or from never having been married. 79% of this group over 50 years of age, paid off
their mortgage, and typically have a lower than average annual income. In addition, this has the lowest levels of internet access than any group
(39%). With the 21% who are at the younger end of their life, you will find these consumers living in apartments, are often working in
professional white collar established careers dining out with friends or working late in the office.
•
Established Couples (2+ Person HHs, No Children, 35 – 59): This group is a mix of empty nesters, those who have not had children or those
who still have adult children (>17) at home. Many are dual income families reaching their peak earning potential with above average household
incomes split between those who own and are still mortgaging their home. They tend to live in large houses and can afford the often three TV’s,
internet access and all the mod cons our busy lifestyles have become accustom to.
•
Senior Couples (2+ Person HHs, No Children, 60+): Companionship, rather than age, most influences the behaviour of this group. You might
find the husband reading the latest issue of Reader’s Digest as his wife knits in her chair. They are quite active, but not as active as Established
Households. In addition, Senior Couples are more likely to still live in the family home, a larger house left over from family life with children. At
86%, this life stage has the highest level of home ownership.
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Appendix
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Whilst Woolworths has held a dominating share of Cucumbers with 33.4%
share, as expected Cucumbers are well developed in both Coles and Green
Grocers
What is driving grocery sales? (Account Comparison) - Bigger Picture - Value
ALL SHOPPERS - TOTAL CUCUMBERS - SHARE OF TRADE ($)
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Source : ACNielsen | Homescan Australia
Nielsen Homescan data until 11th June 2011
Copyright © 2011 The Nielsen Company. Confidential and proprietary.