Sweet Potato Report
Brand Health
& Demographics
•Source:
•
Nielsen Homescan data until 181h of Feb 2012
•
Nielsen Scantrack data (National Woolworths) until 12th Feb 2012
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.
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.
Whilst shoppers have maintained their consumption size
per trip, the total average volume increased
from 6.6 kilos to 6.9 kilos.
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Sweet Potato…..
Looking at Woolworths scan information, while traded volume
has increased, value decreased due to an average price
per kilo drop to $2.19
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.
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Homescan Overview
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Copyright © 2012 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
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Copyright © 2012 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
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Key Measures
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
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
What is driving how much my consumers buy? - Brand Health - Value
AUS | MAT TO 18/02/2012 | Based on Value ($000s)/1000
household reach (penetration)
against other vegetables. Blue
represents year ago while yellow
represents current year
This chart shows the total average
household volume purchase across
various vegetable commodities.
This one shows the total average
household spend across various
vegetable commodities.
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Source : AC Nielsen Homescan Australia
Source: Nielsen l Homescan Australia
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
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
What is driving how much my consumers buy? - Brand Health - Value
ALL SHOPPERS - AUS - MAT TO 18/02/2012 - BASED ON VALUE ($000'S)/1000
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
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Source : AC Nielsen Homescan Australia
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
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
What is driving how much my consumers buy? - Brand Health - Value
AUS | MAT TO 18/02/2012 | Based on Value ($000s)/1000
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Source : AC Nielsen Homescan Australia
Source: Nielsen l Homescan Australia
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
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.
How are the key consumer drivers of sales changing over time? - Brand Health - Value
ALL SHOPPERS - AUS - T. 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.
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Source : AC Nielsen Homescan Australia
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Latest 4 weeks have seen an increase in penetration for Sweet
Potato whilst average spend remains stable, reaching similar
levels than a year ago.
How are the key consumer drivers of sales changing over time? - Brand Health - Value
ALL SHOPPERS - AUS - T. Sweet Potato/Kumara - 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
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Source : ACNielsen Homescan Australia
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
While spend per occasion is showing a decline trend, purchase
frequency remains at the same level.
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 - T. Sweet Potato/Kumara - BASED ON VALUE ($000'S)/1000
Yellow Line: How much they
spend each time. For
February, this index reached:
$2.5
QLD Cyclone
Yasi
Floods
Sweet Potato peak season March - August
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Source : AC Nielsen Homescan Australia
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
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.
Table Report | AUS WOOLWORTHS/SAFEWAY - T. Sweet Potato/Kumara | T. Fresh Frt Veg Dried Frt Nut
Units 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)
KILOGRAMS
9,086.7
10,038.6
VALUE ($000'S)
23,243.1
21,990.6
Price per Vol (Kg)
$2.56
$2.19
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SOURCE: Nielsen Australia ScanTrack (HIFVDHAL )
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
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.
Blue Line: Price per Kg.
Table Report | AUS WOOLWORTHS/SAFEWAY - T. Sweet Potato/Kumara | T. Fresh Frt Veg Dried Frt$2.36
Nut in latest period vs.
Units of Measure: Units = UNITS (000'S) | Volume = VOLUME (000'S) KILOGRAMS | Value = VALUE ($000'S)
QLD Cyclone
Floods Yasi
$2.50 last year.
Yellow Bar: Kgs sold by
Woolworths during each
period.
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SOU RCE: Nielsen Australia ScanTrack (H IFVDHAL )
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Sweet Potato value growth can be traced mostly from switched
buyers, most of them used to buy Potatoes, Mushroom and Other
Vegetables.
Brand Shifting | Based on Value
AUS - SWEET POTATO/KUMARA - MAT to 18/2/2012
Most of the value growth came
from buyers that switched to Sweet
Potato from other commodities
Category Expansion/Contraction
Source: Nielsen | Homescan® (Australia) - Issue # WBSF390259_532390
Those buyers that switched to
Sweet Potato, used to buy
Potatoes, Mushrooms, and Other
Vegetables
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BSF390259_532390
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Demographics
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
From a value perspective, Established Couples and Senior Couples
are the most important demographic segments for Sweet Potato
Who buys my brand? (Lifestage) - Demographics - Value
AUS - T. Sweet Potato/Kumara - MAT TO 18/02/2012 - 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 : AC Nielsen Homescan Australia
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
High Income households contribute with almost 45% of Sweet
Potato value sales, and penetration keep increasing within this
Who buys my brands? (Income) - Demographics - Value
segment.
AUS - T. Sweet Potato/Kumara - MAT TO 18/02/2012 - 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 © 2012 The Nielsen Company. Confidential and proprietary.
While 1-2 members households contribute with almost 56% of total
Sweet Potato sales, there is opportunity to increase reach within this
group.
Who buys my brands? (Household Size) - Demographics - Value
AUS - T. Sweet Potato/Kumara - MAT TO 18/02/2012 - BASED ON VALUE ($000'S)/1000
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
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Source : ACNielsen Homescan Australia
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Share of Trade
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
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.
Share of Trade - Share of Trade
ALL SHOPPERS - MAT TO 18/02/2012 - T. Sweet Potato/Kumara - BASED ON VALUE ($000'S)/1000
This show the actual sales values
This pie chart shows how is the Sweet
percentage growth/decline behind the share
Potato value distribution among different
of trade changes
retailers/channels of trade
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Source : AC Nielsen | H omescan Australia
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Sweet Potato has gained penetration across all retailers with WW
having the highest penetration
ALL SHOPPERS - T. Sweet Potato/Kumara Consumer KPI's
Value Basis: VALUE ($000'S)
Source: Nielsen Homescan
23
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
However Coles was the only retailer where the number of shopping
trips increased.
What is driving how much my consumers buy? - Brand Health - Value
ALL SHOPPERS - AUS - MAT TO 18/02/2012 - BASED ON VALUE ($000'S)/1000
Source : AC Nielsen Homescan Australia
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Copyright © 2012 The Nielsen Company. Confidential and proprietary.
Glossary
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Copyright © 2012 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 © 2012 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 © 2012 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 © 2012 The Nielsen Company. Confidential and proprietary.
Scanning guide enhancements were introduced
in August 2009, providing greater depth of
information…
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Copyright © 2012 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 © 2012 The Nielsen Company. Confidential and proprietary.
Appendix
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Copyright © 2012 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 © 2012 The Nielsen Company. Confidential and proprietary.