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The Military Shopper Thomas Milks Director of Sales April 24, 2007.

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Presentation on theme: "The Military Shopper Thomas Milks Director of Sales April 24, 2007."— Presentation transcript:

1 The Military Shopper Thomas Milks Director of Sales April 24, 2007

2 Confidential & Proprietary Copyright © 2007 The Nielsen Company

3 Demographics

4 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Who is the Military Shopper? HHLD Income $50K+ Female Head Age 55-64 Maturing Families Living Comfortably Empty Nesters Living Comfortably Affluent Female Head Not Employed Race Non-Caucasian HHLD Head Not in Work Force County Size B &C South Region

5 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Top Military shoppers Total U.S.—52 w/e 12/31/05 Consumption index based on total dollar ring

6 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Military shoppers are spending less of their wallet in the channel Source: ACNielsen Homescan Pt Chg vs MY 05 -0.7 -0.6 -0.1 -1.4 +0.3 +0.1 +0.3 -0.3 +2.3 Driven by the On-line Channel

7 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Military shoppers are increasing their share of Food & Bev wallet outside of Military and Food/Drug/Mass Source: ACNielsen Homescan Pt Chg vs MY 05 -1.2 -1.4 -0.1 +0.7 +0.3 +0.2 -0.1 +1.7

8 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Roughly 40% of Military shoppers shop Military on a monthly basis for their Food, HBC or Gen Merch; thus driving lower share of wallet Source: ACNielsen Homescan

9 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Source: ACNielsen Homescan Total US More Military households are shopping in Supers this year

10 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review All Channels were able to grow or maintain Buying Rate, with the exception of Grocery & traditional Mass Merch Discount Source: ACNielsen Homescan Total US Both Supers & Club were able to bring in more households and increase the average $ per buyer at the same time

11 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Source: ACNielsen Homescan Total US Outside of the Military channel, Military shoppers have increased their per household spending in Grocery, Drug, Club, and Convenience

12 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Frequency is declining in all channels Source: ACNielsen Homescan

13 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Source: ACNielsen Homescan Military shoppers have also decreased frequency everywhere, only Conv/Gas was able to maintain trips per shopper

14 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Military households are stocking up more and making less trips Source: ACNielsen Homescan

15 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Grocery loyalty driven by convenience trips Total US—ACNielsen Homescan Shopper Missions, 52wk end 7/2/05

16 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Military Shoppers have decreased Buying Rate in most major Grocery chains Source: ACNielsen Homescan

17 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Bigger basket sizes driving overall annual spending per household Source: ACNielsen Homescan

18 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Source: ACNielsen Homescan Dry Grocery and Non-Food are the most highly converted departments in Military

19 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Where do Military Shoppers go for Dry Grocery? Source: ACNielsen Homescan +0.8 Military Shoppers spend 25.4% of their Dry Grocery wallet In Military; down 1.2 pts +0.9

20 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review What categories are Military Shoppers purchasing in other channels? *Top 10 based on Share of Wallet Source: ACNielsen Homescan, Mid Year 2006

21 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Where do Military Shoppers go for Frozen? Source: ACNielsen Homescan -2.6 Military Shoppers spend 22.5% of their Frozen wallet In Military; down 2.6 pts +3.0

22 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review What categories are Military Shoppers purchasing in other channels? *Top 10 based on Share of Wallet Source: ACNielsen Homescan, Mid Year 2006

23 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Where do Military Shoppers go for Dairy? Source: ACNielsen Homescan +0.4 Military Shoppers spend 24.4% of their Dairy wallet In Military; up 0.4 pts +1.3

24 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review What categories are Military Shoppers purchasing in other channels? *Top 10 based on Share of Wallet Source: ACNielsen Homescan, Mid Year 2006

25 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Where do Military Shoppers go for Non-Food? Source: ACNielsen Homescan -0.9 Military Shoppers spend 30.3% of their Non-Food wallet In Military; down -0.9 pts +1.2

26 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review What categories are Military Shoppers purchasing in other channels? *Top 10 based on Share of Wallet Source: ACNielsen Homescan, Mid Year 2006

27 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review Where do Military Shoppers go for HBA? Source: ACNielsen Homescan -0.4 Military Shoppers spend 20.1% of their HBA wallet In Military; down -0.4 pts +0.5 +2.8 -0.5

28 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review What categories are Military Shoppers purchasing in other channels? *Top 10 based on Share of Wallet Source: ACNielsen Homescan, Mid Year 2006

29 Confidential & Proprietary Copyright © 2007 The Nielsen Company DeCA Consumer Business Review In order to grow your business, you need to understand the Composition of Sales Volume All sales volume can be broken down into these basic components We need to increase at least one of these factors to grow sales


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