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SWEET CORN DEEP DIVE YEAR TO 21/02/2015 VS. YEAR AGO.

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Presentation on theme: "SWEET CORN DEEP DIVE YEAR TO 21/02/2015 VS. YEAR AGO."— Presentation transcript:

1 SWEET CORN DEEP DIVE YEAR TO 21/02/2015 VS. YEAR AGO

2 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2 Data Source – Nielsen Homescan Market – Total Australia – States of Australia – Retailers Analysis Measure – Value – Volume Periods – Last Year: 52 weeks To 22/02/2014 – This Year:52 weeks To 21/02/2015 ANALYSIS PARAMETERS RESEARCH METHODOLOGY NIELSEN HOMESCAN A Panel of 10,000 Australian households Demographically and geographically representative Households electronically record their household purchases of all take-home grocery goods (fresh and packaged)

3 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 3 1.Highlights 2.Market Overview 3.Heavy, Medium & Light Buyers 4.New, Lost & Retained Buyers 5.Drivers of Growth 6.Retail Health by Retailer & State Agenda This Deep Dive is part of a vegetable consumer purchase data project funded by HIA using the vegetable levy and matched funds from the Australian Government. This report captures only Fresh Vegetables and excludes processed vegetables (e.g. Fresh Sweet Corn excluding Canned Sweet Corn; Fresh Beans excluding Canned Beans)

4 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 4 HIGHLIGHTS RECOMMENDATIONS Sweet Corn represents 2.0% of the value and 2.1% volume market share. Its buyer base has reduced this year, however, there is rise in the spend per trip compared to last year. Heavy Sweet Corn buyers comprise less than one-third of its buyer base and they purchase the vegetable almost once a month. These buyers account for 69% of the vegetable’s total Kg volume and $ sales. Sweet Corn has lost more households compared to the new buyers recruited. However, the $ spend and Kg consumption of the new buyers is considerably higher in comparison. The retained buyers have increased their spend compared to last year, but have decreased their shopping frequency. Coles and ALDI posted significant growth in terms of both value and volume sales. Non-Supermarkets, account for a quarter of the Sweet Corn volume sales and have witnessed decline in both value and volume sales this year. Almost 57% Woolworths shoppers who buy Sweet Corn, prefer to purchase it at Woolworths stores, whereas this conversion rate is 52% for Coles. NSW, accounts for more than one-third of total $ spend on Sweet Corn, however, it lost the most number of buying households this year, driving the overall decline in household reach for Sweet Corn. Approximately half of Australian households don’t purchase Fresh Sweet Corn which highlights a big opportunity for growth. Colmar Brunton Project Harvest Wave 18 mentions that awareness for Sweet Corn remains very low. In-store and marketing campaigns can aid in reminding shoppers including Sweet Corn in their basket. Examine the reasons for the decline in purchase frequency of retained buyers and the decline in the number of heavy buyers. This loss of traction and loyalty among existing Sweet Corn consumers is concerning. Leverage the position of Sweet Corn as a “family favourite” and a “healthy addition to the meals”. Introduction of more pre-packaged alternatives can yield dividends. * Source: * http://ausfoodnews.com.au/2015/03/10/australian-consumers-embrace-corn-research.html

5 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 5 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Market Overview Sweet Corn

6 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 6 Share of Market Volume Over Total Vegetables Australia Share of Market Value Over Total Vegetables Australia Source: Nielsen Homescan Sweet Corn increased its volume sales contribution and now represents 2.1% volume market share. Value share remained stable at 2.0% of total Vegetables sales this year.

7 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 7 How many Households buy annually? How much (Kg) do they buy per year? How much ($) do they spend per year? Source: Nielsen Homescan This Year Last year Sweet Corn lost 20,783 buying households this year, however, this is offset by buyers spending and consuming more Sweet Corn compared to last year.

8 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 8 How much ($) do they spend per occasion? How much (Kg) do they buy per occasion? How often do they buy annually? Source: Nielsen Homescan This Year Last year The rise in average spend on and consumption of Sweet Corn is driven by increased spend in each trip; shopping frequency remains stable.

9 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 9 Source: Nielsen Homescan From a value perspective, the recent 4-week average dollar spend is $0.20 higher compared to last year.

10 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 10 Source: Nielsen Homescan Buyers are spending $0.20 more in each trip on Sweet Corn this month vs 2014, driving the rise in average monthly spend.

11 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 11 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Heavy, Medium & Light Buyers Sweet Corn

12 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 12 Copyright © 2014 The Nielsen Company. Confidential and proprietary. LIFESTAGE SENIOR COUPLES | 2 or more adults 60+ (18.0% of population) ESTABLISHED COUPLES | 2 or more adults 35-59 (22.5% of population) INDEPENDENT SINGLES | 1 adult >35 with no children (21.0% of population) YOUNG TRANSITIONALS | Adults <35 with no children (8.6% of population) BUSTLING FAMILIES | Oldest Child 12-17 (13.6% of population) SMALL SCALE FAMILIES | Oldest Child 6-12 (9.7% of population) START UP FAMILIES | Oldest Child <6 (6.6% of population) INCOME HIGH | 90k+ (37.7% of population) MEDIUM | 45-90k (34.4% of population) LOW | <45k (27.9% of population) View your consumers according to…

13 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 13 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Purchased Sweet Corn on 1 to 2 occasions throughout this period Light Buyers Medium Buyers Heavy Buyers Purchased Sweet Corn on 3 to 5 occasions throughout this period Purchased Sweet Corn on more than +5 occasions throughout this period Source: Nielsen Homescan MKS_ 806099 Heavy Buyers account for more than two-thirds of volume and value sales while representing less than 30% of Sweet Corn’s buyer base.

14 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 14 Copyright © 2014 The Nielsen Company. Confidential and proprietary. How many Households buy? How much (Kg) do they buy per year? How much ($) do they spend per year? Light BuyersMedium BuyersHeavy Buyers 1-2 occasions per year 3-5 occasions per year 5+ occasions per year Source: Nielsen Homescan MKS_ 806099 There are less heavy buyers compared to last year, however a rise in Light and Medium Buyers is witnessed. Average annual volume consumption is up across the 3 groups are up. This Year Last Year

15 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 15 Heavy Buyers 5+ occasions per year How often do they buy? How much do they buy per occasion? How much do they spend per occasion? Demographics Life stage (distribution of volume) GenderIncomes Source: Nielsen Homescan BDS_ 806090 Last Year 12.012.30.6 Kg $2.56$2.68 This Year On average, Heavy Buyers are purchasing Sweet Corn almost once a month. They have increased their purchase frequency this year. Couples (Established + Senior) and Start Up Families have gained volume importance this year. Last Year This Year Last YearThis YearLast YearThis Year

16 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 16 Medium Buyers 3-5 occasions per year How often do they buy? How much do they buy per occasion? How much do they spend per occasion? Demographics GenderIncomes 3.8 0.6 Kg $2.62$2.68 Medium buyers purchase the same volume per trip as Heavy Buyers, however, their purchase occasions are less than one-third in comparison. Couples (Senior+Established) have gained volume share this year. Last Year This Year Last YearThis YearLast YearThis YearLast YearThis Year Life stage (distribution of volume) Source: Nielsen Homescan BDS_ 806090

17 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 17 Light Buyers 1-2 occasions per year How often do they buy? How much do they buy per occasion? How much do they spend per occasion? Demographics GenderIncomes 1.4 0.6 Kg $2.64$2.65 Light buyers on an average purchase Sweet Corn less than twice in a year. Their consumption and spend per occasion remained stable. Couples (Senior+ Established) and Independent Singles increased their volume representation this year. Last Year This Year Last YearThis YearLast YearThis Year Last YearThis Year Life stage (distribution of volume) Source: Nielsen Homescan BDS_ 806090

18 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 18 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Heavy Carrot buyers allocate a lower proportion of vegetable consumption to Potatoes as compared to Light and Medium buyers. Total Sweet Corn BuyersLight BuyersMedium BuyersHeavy Buyers 1-2 occasions per year 3-5 occasions per year 5+ occasions per year Source: Nielsen Homescan MKS_ 806099| Based on Volume | Relative to Total Vegetables | Year to 21/02/2015

19 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 19 Copyright © 2014 The Nielsen Company. Confidential and proprietary. New, Lost & Retained Buyers Sweet Corn

20 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 20 How many households buy Sweet Corn (%)? How much ($) do they buy in the year? How much (Kg) do they buy in the year? RETAINED Sweet Corn buyers NEW Sweet Corn buyers LOST Sweet Corn buyers Existing Sweet Corn buyers have reduced their shopping frequency, while increasing the spend compared to last year. New Sweet Corn buyers in comparison to Lost buyers purchase the vegetable more often, have higher average spend as well as consumption. Last Year This Year Last YearThis Year How often did they buy? $/per trip Kg/per trip 11.8% 1.2 Kgs $5.42 2.1 trips 0.6 Kgs $2.60 11.6% 1.5 Kgs $6.35 2.3 trips 0.6 Kgs $2.76 42.5% 3.9 Kgs $15.85 6.2 trips 0.6 Kgs $2.58 42.5% 3.9 Kgs $16.15 6.1 trips 0.6 Kgs $2.64 Source: Nielsen Homescan MKS_806094

21 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 21 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Where is volume going? Sweet Corn

22 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 22 WHERE IS THE SWITCHING VOLUME COMING FROM? Sweet Corn gained volume from buyers switching out from Potatoes, Broccoli and Other Vegetables. Switching gains offset the volume loss due to the existing buyers buying less Kg volume of Sweet Corn this year. Source: Nielsen Homescan BSF_806093 | Based on Volume | Relative to Total Vegetables | Year to 21/02/2015 Net Gain/Loss %

23 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 23 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Retail Health by Retailer & State Sweet Corn

24 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 24 Copyright © 2014 The Nielsen Company. Confidential and proprietary. Volume Value Source: Nielsen Homescan Other Supermarkets Non Supermarkets The total Vegetable market has grown in terms of value over the past year driven by growth across all retailers except IGA. Woolworths, IGA and Non Supermarkets posted volume sales decline this year. Share by Retailers This year Total Vegetables Sales vs. Last Year This year vs. Last year Total Vegetables

25 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 25 Share by Retailer This year vs. Last year T. Sweet Corn Sales vs. Last year This year vs. Last year T. Sweet Corn Other Supermarkets Non Supermarkets Volume Value Source: Nielsen Homescan Non Supermarkets have witnessed significant drop in their sales whilst huge growth can be seen in Coles and ALDI, driving the growth for Sweet Corn in value as well as volume sales.

26 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 26 Other Supermarkets Non Supermarkets Drivers of Account Growth & Decline Year to 21/02/2015 vs Year Ago (YA) Non-Supermarket’s value loss is driven by leakage of Sweet Corn-buying households along with decline in the number of trips. Coles’ and ALDI’s growth is driven by all parameters.

27 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 27 Source: Nielsen Homescan Account Shopper Conversion Year to 21/02/2015| Woolworths (WW) Almost 57% of Woolworths shoppers are purchasing Sweet Corn on their trips to Woolworths. This is a lower rate than that of comparable vegetables like Carrots, Potatoes and Broccoli.

28 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 28 Source: Nielsen Homescan Account Shopper Conversion Year to 21/02/2015| Coles Conversion rate for Coles is lower than Woolworths with less than 52% of Coles shoppers buying Sweet Corn in Coles.

29 Copyright ©2014 The Nielsen Company. Confidential and proprietary. 29 SA + NT (6%) WA (10%) VIC (25%) NSW (35%) QLD (22%) WA (10%) Average KG per Buyer Penetration This year vs. Last year ( ) State share of Sweet Corn $ sales Is there a particular state driving the category performance? NSW and WA are the only states where the consumption of Sweet Corn increased. NSW, accounts for more than one-third of total $ spend on Sweet Corn, and has lost the most buying households this year. Source: Nielsen Homescan

30 THANK YOU


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