Celery Report
Brand Health
& Demographics
•Source:
•
Nielsen Homescan data until 29th October 2011
•
Nielsen Scantrack data (National Woolworths) until 23rd October 2011
Celery…..
During last year, 68% of Australian Households purchased Celery,
spending on average $9 and buying approximately 2 kilos this
commodity in the same period..
Celery buyers are purchasing it less ,however this was compensated
by a slight increase in the amount spend per occasion
Looking at Woolworths scanned information, Celery volume increased
by 1%, while from a value perspective it grew by 3.5%
While WW, Coles and Green Grocers lead Celery trade, Green
Grocers and Coles have manage to increase their importance during
last year
Opportunity to improve Celery penetration and average spend per
year at Established Couples segment
2
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Homescan Overview
3
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
4
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
5
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Key Measures
6
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
During last year, Celery penetration has decreased by 1.3%, while
Celery buyers are spending $9 per year and purchasing about 2 kilos
This chart compares Celery
of the commodity per household.
household reach (penetration)
What is driving how much my consumers buy? - Brand Health - Value
AUS | MAT TO 26/11/2011 | Based on Value ($000s)/1000
against other vegetables. Blue
represents year ago while yellow
represent current year
This chart show the total average
household volume purchase across
various vegetable commodities.
This chart show the total average
household spend across various
vegetable commodities.
7
ource : ACNielsen Homescan Australia
Source: Nielsen l Homescan Australia
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Celery buyers are purchasing the commodity less often than a year
ago (5 times), however this was compensated by a slight increase in
the amount spend during each shopping trip ($1.8)
What is driving how much my consumers buy? - Brand Health - Value
ALL SHOPPERS - AUS - MAT TO 26/11/2011 - BASED ON VALUE ($000'S)/1000
This chart compares how frequently
Celery is purchased each year
compared to other vegetable
commodities
Households are spending approximately
$1.80 each time they purchase Celery
Households are spending in total,
approximately $9 per year in Celery
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Source : ACNielsen Homescan Australia
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
The total volume decrease was a result of a slight drop in the shopping
frequency, while volume per occasion maintained its previous level.
What is driving how much my consumers buy? - Brand Health - Value
AUS | MAT TO 26/11/2011 | Based on Value ($000s)/1000
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Source : ACNielsen Homescan Australia
Source: Nielsen l Homescan Australia
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
This chart shows that the average
household increased their spend (red line)
on Vegetables in the periods during & after
the natural disasters.
10
urce : ACNielsen Homescan Australia
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Over a two year period we can see that average value weight of
purchase has increased over the Cyclone Yasi period, however it has
decreased at levels below than a year ago.
How are the key consumer drivers of sales changing over time? - Brand Health - Value
ALL SHOPPERS - AUS - TOTAL CELERY - BASED ON VALUE ($000'S)/1000
During peak seasons, average
household spend decreased (red
line) as the number of households
increased (blue bars)
QLD Cyclone
Floods Yasi
Celery peak season January - August
11
urce : ACNielsen Homescan Australia
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Variation in $AWOP are linked to changes in the level of spend per
shopping occasion
Green Line: how many times
consumers buy it – it is
stable.
What is driving how much my consumers buy over time? - Brand Health - Value
ALL SHOPPERS - AUS - TOTAL CELERY - BASED ON VALUE ($000'S)/1000
Yellow Line: How much they
spend each time. For
November, this index
reached: $1.6
QLD Cyclone
Yasi
Floods
Celery peak season January - August
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Source : ACNielsen Homescan Australia
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Looking at Woolworths information, Celery volume increased by
1%, while value did by 3.5% as prices increased by 8 cents.
Table Report | Nat Woolworths - T. Celery | T. Fresh Fruit and Vegetables
Units of Measure: Units = System Units(000's) | Volume = Kilograms(000's) | Value = $ (000's)
MAT To 21/11/2010
MAT To 20/11/2011
Kilograms(000's)
6,660.9
6,730.2
$ (000's)
21,182.5
21,935.1
$3.18
$3.26
Price per Vol (Kg)
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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, prices have dropped at levels
below than a year ago.
Table Report | Nat Woolworths - T. Celery | T. Fresh Fruit and Vegetables
Units of Measure: Units = System Units(000's) | Volume = Kilograms(000's) | Value = $ (000's)
QLD Cyclone
Floods Yasi
Celery peak season January - August
SOURCE: Nielsen Australia ScanTrack (HAL_FRESH_FRUIT_VEGETABLES )
Blue Line: Price per Kg.
$2.36 in latest period vs.
$3.03 last year.
Yellow Bar: Kgs sold by
Woolworths during each
period.
14
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Demographics
15
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
While most segments show mixed results, there is opportunity to
improve performance at Established Couples on Penetration and
average spend per year.
Who buys my brand? (Lifestage) - Demographics - Value
AUS - TOTAL CELERY - MAT TO 26/11/2011 - BASED ON VALUE ($000'S)/1000
The green bar
represents the percent
of each demographic
purchasing in latest
period with the red bar
representing the
percentage last year
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Source : ACNielsen Homescan Australia
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
From a Household income perspective, opportunities arise to recover
penetration at Medium and High income households.
Who buys my brands? (Income) - Demographics - Value
AUS - TOTAL CELERY - MAT TO 26/11/2011 - BASED ON VALUE ($000'S)/1000
High Income households have increased
their importance in value at expense of
Low income during the last year
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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 Celery, however still opportunity to increase reach
within this household size
Who buys my brands? (Household Size) - Demographics - Value
AUS - TOTAL CELERY - MAT TO 26/11/2011 - BASED ON VALUE ($000'S)/1000
1-2 member household size is the
most important demographic as they
account for 58% of sales.
Opportunity to increase reach as 1- 2
member household has the lowest
penetration
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Source : ACNielsen Homescan Australia
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Share of Trade
19
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
While WW, Coles and Green Grocers lead Celery trade, Green
Grocers and Coles have manage to increase their importance
during last year.
Share of Trade - Share of Trade
ALL SHOPPERS - MAT TO 26/11/2011 - TOTAL CELERY - BASED ON VALUE ($000'S)/1000
This pie chart shows how is the Celery
value distribution among different
retailers/channels of trade
This show the actual sales values
percentage growth/decline behind the share
of trade changes
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Source : ACNielsen | Homescan Australia
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
While Green Grocers and Coles increased their share, WW decline
was a result of an important drop in the penetration for this commodity
ALL SHOPPERS - TOTAL CELERY Consumer KPI's
Value Basis: VALUE ($000'S)
Source: Nielsen Homescan
21
Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Buyers have increased their total spend and spend per occasion for
all Channel/Retailers.
What is driving how much my consumers buy? - Brand Health - Value
ALL SHOPPERS - AUS - MAT TO 29/10/2011 - BASED ON VALUE ($000'S)/1000
Source : ACNielsen Homescan Australia
22
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…
27
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.
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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.
What is driving grocery sales? (Account Comparison) - Bigger Picture - Value
ALL SHOPPERS - TOTAL CELERY - SHARE OF TRADE ($)
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Source : ACNielsen | Homescan Australia
Copyright © 2011 The Nielsen Company. Confidential and proprietary.