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© Worldpanel TM division of TNS 2005 Edward Garner Communications Director Superpanel Fairtrade - The Market Opportunity Daventry - November 2005.

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Presentation on theme: "© Worldpanel TM division of TNS 2005 Edward Garner Communications Director Superpanel Fairtrade - The Market Opportunity Daventry - November 2005."— Presentation transcript:

1 © Worldpanel TM division of TNS 2005 Edward Garner Communications Director Superpanel Fairtrade - The Market Opportunity Daventry - November 2005

2 © Worldpanel TM division of TNS 2005 Are Consumers Willing to Pay Extra? Agenda The Price Paradox Private Label Segmentation Fairtrade Free Range Organic Retailers

3 © Worldpanel TM division of TNS 2005 Are Consumers Willing to Pay Extra? Agenda The Price Paradox Private Label Segmentation Fairtrade Free Range Organic Retailers

4 © Worldpanel TM division of TNS 2005

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6 Price isn’t everything

7 © Worldpanel TM division of TNS 2005 Price isn’t everything

8 © Worldpanel TM division of TNS 2005 Bread

9 © Worldpanel TM division of TNS 2005

10 Premium

11 © Worldpanel TM division of TNS 2005 Value Super-premium Organic

12 © Worldpanel TM division of TNS 2005

13 Tomatoes

14 © Worldpanel TM division of TNS 2005

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17 Fresh Soup

18 © Worldpanel TM division of TNS 2005

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20 Mineral Water

21 © Worldpanel TM division of TNS 2005

22 Are Consumers Willing to Pay Extra? Agenda The Price Paradox Private Label Segmentation Fairtrade Free Range Organic Retailers

23 © Worldpanel TM division of TNS 2005 Private Label

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25 Tesco - Thailand

26 © Worldpanel TM division of TNS 2005 Categories containing Tesco Value

27 © Worldpanel TM division of TNS 2005

28 © Worldpanel TM division of TNS 2005 Categories containing Tesco Finest

29 © Worldpanel TM division of TNS 2005 Categories containing JS TTD

30 © Worldpanel TM division of TNS 2005 Categories containing Asda Extra Special

31 © Worldpanel TM division of TNS 2005 Categories containing Sway/Morrisons The Best

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41 TNS Lifestyles – Tesco Finest RST Share indexed on All Shoppers – 52 w/e July

42 © Worldpanel TM division of TNS 2005 TNS Lifestyles – Tesco Value RST Share indexed on All Shoppers – 52 w/e July

43 © Worldpanel TM division of TNS 2005 Tesco PL Lifestyle Indices Tesco Finest Tesco Value “I regard myself as a connoisseur of food and wine” “Price is the most important factor when buying a product” Share indexed on Total RST3 – 52 w/e July

44 © Worldpanel TM division of TNS 2005 Sainsbury PL Lifestyle Indices Sainsbury TTD Sainsbury Low Price “I regard myself as a connoisseur of food and wine” “Price is the most important factor when buying a product” Share indexed on Total Trade – 52 w/e July

45 © Worldpanel TM division of TNS 2005 Are Consumers Willing to Pay Extra? Agenda The Price Paradox Private Label Segmentation Fairtrade Free Range Organic Retailers

46 © Worldpanel TM division of TNS 2005

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48 Long-Term Share of Till Roll Grocers Share (Expenditure) Co-op

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51 The facts.... Over the last 52 weeks, the total Spend on Fair Trade Products has risen from £91 Million to £117 Million The key to this has been three fold – Increased Penetration – More people are buying Fair Trade Products Frequency – Consumers are buying Fair Trade products more often Quantity – Consumers are buying more Fair Trade products when they shop

52 © Worldpanel TM division of TNS 2005 Fair trade Fortnights – build-up to March 2004 & 2005

53 © Worldpanel TM division of TNS 2005

54 Lifestyle Indices – Total Fairtrade Share indexed on Total Food – 52 w/e Oct

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60 Lifestyle Indices – Café Direct Share indexed on Total Market – 52 w/e Jul

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64 Lifestyle Indices – Fairtrade Bananas Share indexed on Total Market – 52 w/e Jul

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68 Lifestyle Indices – Green & Blacks Chocolate Share indexed on All Buyers – 52 w/e Jul

69 © Worldpanel TM division of TNS 2005 Are Consumers Willing to Pay Extra? Agenda The Price Paradox Private Label Segmentation Fairtrade Free Range Organic Retailers

70 © Worldpanel TM division of TNS 2005 Hens Eggs

71 © Worldpanel TM division of TNS 2005

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78 Lifestyle Indices – Free Range Hens Eggs Share indexed on Total Market – 52 w/e Jul

79 © Worldpanel TM division of TNS 2005 Are Consumers Willing to Pay Extra? Agenda The Price Paradox Private Label Segmentation Fairtrade Free Range Organic Retailers

80 © Worldpanel TM division of TNS 2005 £m’s Total Organic Products Annualised Value = £910m

81 © Worldpanel TM division of TNS 2005

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84 Outlet Shares within the Organic Market

85 © Worldpanel TM division of TNS 2005 Outlet Shares within the Organic Market

86 © Worldpanel TM division of TNS 2005

87 Lifestyle Indices – Total Organic Products Share indexed on All Households – 52 w/e Jul

88 © Worldpanel TM division of TNS 2005 Are Consumers Willing to Pay Extra? Agenda The Price Paradox Private Label Segmentation Fairtrade Free Range Organic Retailers

89 © Worldpanel TM division of TNS 2005 Superpanel Lifestyles - Waitrose Share Index Till Roll Share indexed on All Shoppers – 52 w/e Aug

90 © Worldpanel TM division of TNS 2005 Superpanel Lifestyles - Sainsbury Share Index Till Roll Share indexed on All Shoppers – 52 w/e Aug

91 © Worldpanel TM division of TNS 2005

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93 Lifestyle Indices – The Unimportance of Price Share indexed on All Buyers – 52 w/e Jul

94 © Worldpanel TM division of TNS 2005

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96 Reminders

97 © Worldpanel TM division of TNS 2005 Reminders The Price Paradox

98 © Worldpanel TM division of TNS 2005 The Price Paradox Reminders Private Label Segmentation

99 © Worldpanel TM division of TNS 2005 Private Label Segmentation The Price Paradox Fairtrade Reminders

100 © Worldpanel TM division of TNS 2005 Private Label Segmentation The Price Paradox Fairtrade Reminders Free Range

101 © Worldpanel TM division of TNS 2005 Free Range Private Label Segmentation The Price Paradox Fairtrade Reminders Organic

102 © Worldpanel TM division of TNS 2005 Free Range Private Label Segmentation Retailers The Price Paradox Fairtrade Reminders Organic

103 © Worldpanel TM division of TNS 2005 Thank you


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