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Celery Report Brand Health & Demographics. Source: Nielsen Homescan data until 29 th October 2011 Nielsen Scantrack data (National Woolworths) until 23 rd October 2011. Celery….

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celery report brand health demographics

Celery ReportBrand Health& Demographics

  • Source:
  • Nielsen Homescan data until 29th October 2011
  • Nielsen Scantrack data (National Woolworths) until 23rd October 2011
slide2

Celery…..

During last year, 68% of Australian Households purchased Celery, spending on average $9 and buying approximately 2 kilos this commodity in the same period..

Celery buyers are purchasing it less ,however this was compensated by a slight increase in the amount spend per occasion

Looking at Woolworths scanned information, Celery volume increased by 1%, while from a value perspective it grew by 3.5%

While WW, Coles and Green Grocers lead Celery trade, Green Grocers and Coles have manage to increase their importance during last year

Opportunity to improve Celery penetration and average spend per year at Established Couples segment

slide4
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

Household Panel Information

  • Volume & Share Tracking
  • Promotion Execution & Effectiveness
  • Price Sensitivity
  • Account Performance
  • Components of Sales
  • Brand Loyalty & Repeat
  • Demographics
  • Buyer Analyses
  • Cross Purchasing
  • Switching/Source of Volume
how does household panel information homescan work
How does Household Panel Information (Homescan) work?

At home they scan the purchases via a barcode scanner- supplementing data from a barcode book for shopping trip info and non barcoded items

Panel member buys products from any retail outletand takes them home

Start with a panel that isstatistically representative of Australian households

Purchase data is automaticallymodemed back to Nielsen via the telephone line

Information is supplied via Advisor i-sights to clients to evaluate consumer and retail trends.

Nielsen processes the data together with stringent QC checking

slide7

During last year, Celery penetration has decreased by 1.3%, while Celery buyers are spending $9 per year and purchasing about 2 kilos of the commodity per household.

This chart compares Celery household reach (penetration) against other vegetables. Blue represents year ago while yellow represent current year

This chart show the total average household volume purchase across various vegetable commodities.

This chart show the total average household spend across various vegetable commodities.

Source: Nielsen l Homescan Australia

slide8

Celery buyers are purchasing the commodity less often than a year ago (5times), however this was compensated by a slight increase in the amount spend during each shopping trip ($1.8)

This chart compares how frequently Celery is purchased each year compared to other vegetable commodities

Households are spending approximately $1.80 each time they purchase Celery

Households are spending in total, approximately $9 per year in Celery

slide9

The total volume decrease was a result of a slight drop in the shopping frequency, while volume per occasion maintained its previous level.

Source: Nielsen l Homescan Australia

slide10
Average household spend on Vegetables peaked immediately following the natural disasters in February

Cyclone Yasi

QLD Floods

This chart shows that the average household increased their spend (red line) on Vegetables in the periods during & after the natural disasters.

slide11

Over a two year period we can see that average value weight of purchase has increased over the Cyclone Yasiperiod, however it has decreased at levels below than a year ago.

During peak seasons, average household spend decreased (red line) as the number of households increased (blue bars)

Cyclone Yasi

QLD Floods

Celery peak season January - August

variation in awop are linked to changes in the level of spend per shopping occasion
Variation in $AWOP are linked to changes in the level of spend per shopping occasion

Green Line: how many times consumers buy it – it is stable.

Yellow Line: How much they spend each time. For November, this index reached: $1.6

Cyclone Yasi

QLD Floods

Celery peak season January - August

slide13
Looking at Woolworths information, Celery volume increased by 1%, while value did by 3.5% as prices increased by 8 cents.
slide14

Looking at trended Woolworths information, the affects of Queensland natural disasters can be seen however, prices have dropped at levels below than a year ago.

Blue Line: Price per Kg. $2.36 in latest period vs. $3.03 last year.

Yellow Bar: Kgs sold by Woolworths during each period.

QLD Floods

Cyclone Yasi

Celery peak season January - August

slide16

While most segments show mixed results, there is opportunity to improve performance at Established Couples on Penetration and average spend per year.

The green bar represents the percent of each demographic purchasing in latest period with the red bar representing the percentage last year

slide17

From a Household income perspective, opportunities arise to recover penetration at Medium and High income households.

High Income households have increased their importance in value at expense of Low income during the last year

slide18

1-2 member households have had the most significant contribution to value sales within Celery, however still opportunity to increase reach within this household size

1-2 member household size is the most important demographic as they account for 58% of sales.

Opportunity to increase reach as 1- 2 member household has the lowest penetration

slide20
While WW, Coles and Green Grocers lead Celery trade, Green Grocers and Coles have manage to increase their importance during last year.

This pie chart shows how is the Celery value distribution among different retailers/channels of trade

This show the actual sales values percentage growth/decline behind the share of trade changes

slide21

While Green Grocers and Coles increased their share, WW decline was a result of an important drop in the penetration for this commodity

buyers have increased their total spend and spend per occasion for all channel retailers
Buyers have increased their total spend and spend per occasion for all Channel/Retailers.
terms
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.

lifestage demographic definitions
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

slide26

Young

Senior

Transitionals,

Couples,14%

15%

Start Up

Families,9%

Established

Households,

18%

Small Scale

Families,11%

Bustling

Independent

Families,16%

Singles,17%

Lifestage Distribution of Households

scanning guide enhancements were introduced in august 2009 providing greater depth of information
Scanning guide enhancements were introduced in August 2009, providing greater depth of information…
how to read a source of volume chart
How to read a Source of Volume Chart

New/Lost Category Buyers

Households that purchased the category in one period but not the other and the focus brand was included in the category purchases.

Existing brand buyers

The Focus Brand experienced gains/losses from households who increased/decreased their purchases of the focus brand

New/Lost Brand Buyers

Gains or Losses within the Focus Brands by Households who added/omitted the focus brand to their category purchases.

Switching

Includes households who shifted their focus brand purchases from/to alternative category items.

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