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SNACKING BEYOND THE SNACKING AISLE Carman Allison - VP Consumer Insights, HOW TO TAKE A BITE OUT OF CANADA’S SNACKING DEMAND.

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Presentation on theme: "SNACKING BEYOND THE SNACKING AISLE Carman Allison - VP Consumer Insights, HOW TO TAKE A BITE OUT OF CANADA’S SNACKING DEMAND."— Presentation transcript:

1 SNACKING BEYOND THE SNACKING AISLE Carman Allison - VP Consumer Insights, HOW TO TAKE A BITE OUT OF CANADA’S SNACKING DEMAND

2 Copyright ©2013 The Nielsen Company. Confidential and proprietary. 2 MEET YOUR PRESENTER Carman Allison VP Consumer Insights Nielsen

3 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 3 JOIN

4 Copyright ©2013 The Nielsen Company. Confidential and proprietary. 4 THE CHALLENGE FOR GROWTH

5 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 5 LET’S SET THE STAGE Dollar Sales Unit Sales Trips per Shopper Canadian CPG Source: Nielsen MarketTrack, National All Channels – YTD 40 weeks to September 20, Total Tracked Sales excluding Fresh Random Weight Homescan Grocery Composite 52 weeks ending September 27, 2014

6 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 6 HOW DO WE DEFINE SNACKS TODAY? Source: Nielsen MarketTrack, National All Channels + G&G – 52 weeks Ending October $4.9 Billion +4% Dollar growth SNACKS +2% KG growth

7 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 7 LIFESTYLES ARE REDEFINING HOW WE EAT ON THE GO PORTABILITY HEALTH CONVENIENCE EASE OF USE VARIETY

8 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 8 ” “ The average consumer enjoys 12 different types of snacks in a 30-day period Source: Nielsen Global Survey – Canada Q …out of the 47 snacks surveyed

9 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 9 SNACKING… …REDEFINED Source: Nielsen Global Survey – Q RETHINKING WHAT “SNACKING” MEANS

10 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 10 Traditional Snack Definition Source: Nielsen MarketTrack, National All Channels + C&G - 52 week periods ending September 20, 2014 $4.9 $12.6 Billion +4% IF WE EXPAND SNACK TO REFLECT ‘SNACKING’ THE MARKET POTENTIAL INCREASES 2.5 TIMES Billion +3% Potential Opportunity 2.5 x

11 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 11 AUDIENCE POLL Which is your favourite type of snack? Sweet Tooth Salty Please Either works for me!

12 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 12 WHILE THE MAJORITY HAVE A PREFERENCE, 1 IN 5 CONSUMERS PREFERS EITHER 60% SWEET 59% SALTY 19% Source: Nielsen Global Survey – Q1 2014

13 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 13 OPPORTUNITIES ACROSS THE SNACKING SPECTRUM Source: Nielsen MarketTrack, National All Channels + C&G - 52 week periods ending September 20, 2014

14 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 14 WHAT’S TRENDING IN SNACKING? Source: Nielsen MarketTrack, National All Channels +C&G – 52 weeks Ending September 20, 2014 Fruit & Nuts Candied Snacks Meat Sticks Dry Fruit Chips, Corn Snacks +31% +16% +7% +6% +5% Potato Chips, Corn Snacks $1, % Prepack Cheese $1, % Chocolate $1, % Baked Desserts $ % Yogurt $1, % TOP 5 SNACKING CATEGORIES ($M) TOP - GROWTH % CHG BOTTOM - GROWTH % CHG RTE Gelatin Frz Water Confect Puffed Cakes -9% -7% -6% -4% Marsh. Treats Puddings

15 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 15 What do consumers have to say about snacking? Global: 60 Countries (30,535 individuals) Canada: 503 individuals

16 Copyright ©2012 The Nielsen Company. Confidential and proprietary % Chips Source: Nielsen Global Survey – Q % Fruit 63% Chocolate 58% Cookies 63% Cheese #1 63% Chips 59% Chocolate 58% Cheese 54% Fruit 56% Cookies 64% Chocolate 62% Fruit 52% Vegetables 51% Cookies 50% Yogurt TOP 5 SNACKS CONSUMED NORTH AMERICANS ARE CHIP-O-HOLICS!

17 Copyright ©2012 The Nielsen Company. Confidential and proprietary % Chips CHIPS, CHOCOLATE AND FRUIT TOP THE LIST FOR CANADA'S FAVOURITE SNACK Source: Nielsen Global Survey – Q % Chocolate 8% Cheese 7% Bread (Sandwich) 13% Fruit 11% Chocolate 11% Fruit 9% Chips 7% Cheese 7% Sandwich 11% Fruit 11% Chocolate 9% Bread (Sandwich) 7% Yogurt 7% Cheese TOP 5 FAVOURITE SNACKS #1

18 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 18 GROCERY STORES MASS MERCHDOLLAR STORES 56%45%44% 93% CONVENIENCE 43% DRUG STORES $1 MASS MERCH % who source their snacks sometimes or often Source: Nielsen Global Survey – Q – Canada GROCERY STORES REMAIN THE TOP DESTINATION FOR SNACK PURCHASES

19 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 19 BUT DESPITE THE TOP DESTINATION FOR SNACK SALES – GROCERY IS LOSING SHARE Source: Nielsen Homescan Channel Facts - 52 Weeks Ending September 27, 2014 – Snack + Confections

20 Copyright ©2012 The Nielsen Company. Confidential and proprietary % Only buy snacks when on sale 41% of SNACKS are sold with a price cut 36% of CPG sales sold with a price cut +4+3 Source: Nielsen Global Survey – Q Nielsen MarketTrack, National GB+MM+DG - 52 week periods ending October 18, 2014 CONSUMERS WHO ARE FIGHTING TEMPTATION MAY BE GIVING IN TO PROMOTIONS 5% higher than average

21 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 21 ENJOYMENT WHY DO CANADIANS SNACK? Source: Nielsen Global Survey – Q CRAVINGTREATNUTRITION HUNGER BETWEEN MEALS 86% 81%79%78% 62%

22 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 22 Breakfast Alternative 4 OUT OF 10 CANADIANS SNACK AS A MEAL REPLACEMENT Source: Nielsen Global Survey – Q Lunch Alternative Dinner Alternative 42%43%34%

23 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 23 Breakfast Alternative SNACKING AS A MEAL ALTERNATIVE Source: Nielsen Global Survey – Q Lunch Alternative Dinner Alternative 42% 44% 43%34% 48% 44%47%54% 38%46%50% <35 <$30K

24 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 24 ” “ Even though we love our chips, we also snack with sensible, balanced indulgence, and healthier alternatives

25 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 25 SNACKING WITH A CONSCIENCE Source: Nielsen Global Survey – Q Fruit Nuts & Seeds Yogurt Granola Bars Vegetables 63%54% 50%43% 50%43% 38%51% 35%42%

26 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 26 BACK-TO-BASICS ATTRIBUTES NATURAL FLAVOURS (65%) NO ARTIFICIAL FLAVOURS (60%) ALL NATURAL (60%) GMO FREE (56%) NO ARTIFICIAL COLOURS (60%) CAFFEINE FREE (36%) GLUTEN FREE (28%) % who think it is important or very important Source: Nielsen Global Survey – Q Canada

27 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 27 HEALTH ATTRIBUTES ARE IMPORTANT TO CONSUMERS LOW SALT/SODIUM (63%) NO HIGH FRUCTOSE CORN SYRUP (59%) PORTION CONTROL (58%) LOW CALORIES (53%) LOW SUGAR/SUGAR FREE (61%) LOW FAT (52%) LOW/NO CARBS (50%) % who think it is important or very important Source: Nielsen Global Survey – Q Canada HIGH IN FIBRE (65%) HIGH IN PROTEIN (61%) WHOLE GRAIN (61%) LESS IS MORE MORE IS MORE +

28 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 28 Source: Nielsen Global Survey – Q – Canada 41% 38% ORGANIC SUSTAINABLY SOURCED 44% LOCAL MORE THAN 1/3 WANT THEIR SNACK INGREDIENTS TO BE LOCAL, ORGANIC AND SOURCED SUSTAINABLY

29 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 29 DIFFERENT SNACKS FOR DIFFERENT FOLKS

30 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 30 Are generations divided by snacking?

31 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 31 THE CPG GROWTH ENGINE WILL SWITCH GEARS By 2020… Source: Nielsen Homescan 52 weeks to March 29, 2014 – HH <35 years – Based on older generation spend +$12.5 B +107% -$4.3 B -9% BOOMERSMILLENNIALS

32 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 32 WHICH CPG DEPARTMENTS ARE MOST COMMONLY FOUND IN A MILLENNIAL’S SHOPPING BASKET? Nielsen Homescan – Dollar Consumption Index – 52 wks to December 28, 2013 – Consumer Facts CPG Departments Relative Index (82 for total)

33 Copyright ©2012 The Nielsen Company. Confidential and proprietary % Fruit 67% Cheese 58% Chips 65% Chocolate 61% Chips 59% Cookies 56% Bread 54% Cheese 55% Nuts & Seeds 55% Cookies Source: Nielsen Global Survey – Q – Canada – Younger = 35 years, Older >55 years OLDERYOUNGER TOP 5 SNACKS CONSUMED VS.

34 Copyright ©2012 The Nielsen Company. Confidential and proprietary % Yogurt 11% Fruit 10% Cheese 14% Chips 13% Fruit 13% Chocolate 7% Bread (Sandwich) 7% Cheese 9% Chips 9% Nuts & Seeds OLDERYOUNGER VS. TOP 5 FAVOURITE SNACKS Source: Nielsen Global Survey – Q – Canada – Younger = 35 years, Older >55 years

35 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 35 OLDERYOUNGER DIFFERENCES ACROSS GENERATIONS Snack as a Reward/ Mood Booster (vs. 28% Older) 58% Snack as a Meal Replacement (vs. 29% Older) 47% Prefer Back-to-Basics snacking (vs. 47% Younger) 52% Tend to snack for nutrition (vs. 62% Younger) 66% Source: Nielsen Global Survey – Q – Canada – Younger = 35 years, Older >55 years

36 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 36 Chick-flick versus action movie? What’s your snack of choice?

37 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 37 % of Households (>50% of Shopping) MALE SHOPPERS ARE OFTEN OVERLOOKED BUT ACCOUNT FOR 24% OF PRIMARY SHOPPERS Source: Nielsen Panelviews June % are male-only households 22% are female-only households 24% 60% 16%

38 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 38 Source: Nielsen Homescan, National All Channels, Total Expenditures, 52 Weeks ending July 26, 2014; Nielsen Panelviews June 2014 $32.41 $37.72 I tend to buy only what I need when I go to the grocery store Given the opportunity, I like spending time browsing in the grocery or food store Avg Trips / YearShopping Opinions % AgreeAvg Basket Size 43% 54% 50% 60% ENSURE IT’S EASY FOR MALES TO FIND WHAT THEY NEED

39 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 39 AUDIENCE POLL – FOR FEMALES Which do you think males snack on the most? Chips Cookies Fruit Chocolate Cheese

40 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 40 AUDIENCE POLL – FOR MALES Which do you think females snack on the most? Chips Cookies Fruit Chocolate Cheese

41 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 41 FEMALES SNACK MORE THAN MALES Source: Nielsen Global Survey – Q Canada 65% Chips 61% Chocolate 57% Cookies 56% Cheese 57% Sandwich 72% Fruit 69% Cheese 65% Chocolate 64% Chips 59% Cookies TOP 5 SNACKS CONSUMED

42 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 42 MALES PREFER SALTY AND FEMALES SWEET Source: Nielsen Global Survey – Q Canada 15% Chips 11% Fruit 10% Chocolate 8% Sandwich 9% Cheese 15% Fruit 15% Chocolate 11% Chips 7% Cheese 7% Yogurt TOP 5 FAVOURITE SNACKS

43 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 43 DIFFERENT SNACKING MOTIVATORS Source: Nielsen Global Survey – Q Canada Prefer hot/spicy flavours (vs. 33% Female) 43% Only buy snacks when on sale (vs. 52% Female) 43% “Less is more” when it comes to Snacking (vs. 51% Male) 61% Snack as a stress reliever (vs. 32% Male) 43%

44 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 44 LONG TERM OUTLOOK POSITIVE GENERATIONAL SHIFTS Millennials - Indulgence Boomers - Health CONSUMER DEMANDS Variety Innovation Accessibility Portability Less is More Meal Replacement Growth from perimeter and centre of store

45 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 45 CANADIANS ARE CHANGING THE WAY WE EAT “ ” Busy, on-the-go lifestyles often dictate a need for quick meals, and many opt for fast food options that can be high in calories and low in health benefits. There is a massive untapped opportunity to gain market share in the nutritious, portable and easy-to-eat meal alternative market that snack manufacturers could fill. Susan Dunn, EVP, Global Professional Services, Nielsen

46 Copyright ©2013 The Nielsen Company. Confidential and proprietary. 46 QUESTIONS? Stay Connected to Consumer and Media Trends For the latest insights, visit us at nielsen.com or contact us: Phone: Questions regarding the content of this presentation, contact: Carman Allison, You will receive a link to download this webinar within 48 hours LinkedIn

47 Copyright ©2013 The Nielsen Company. Confidential and proprietary. 47 SNACKING SEGMENT DEFINITIONS Desserts Baked Desserts Jelly Powders Puddings Dessert Powders Snack Puddings RTE Gelatin Confectionery Chocolate Candy Confections Frozen Ice Cream Frozen Confections Pizza Snacks Frozen Yogurt Water Based Confect. Refrigerated Natural Cheese Yogurt Dips Salsa Mexican Dips Prepared Dips Salty Snack Meat Sticks Jerky Snack Foods Cookies & Crackers Cookies Crackers Cookie Mixes NPF Nutritious Portable Foods Remaining Popping Corn Puffed Cakes Candied Snacks Marshmallow Treats Fruit & Nuts Snacking Nuts/Seeds Fruit & Apple Sauce Dry Fruit Source: Nielsen Strategic Planner

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