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Ethnic opportunity – If only I knew…

Ethnic opportunity – If only I knew…. Canadian Grocer Conference. May 2013. Something’s in the air…. or. “If only I knew…”. “I found out…”. 3) Global Insights. 1) What’s happening?. 2) How ethnic shops. 4) Homescan Panel (Canada). 3) Global Insights. 1) What’s happening?.

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Ethnic opportunity – If only I knew…

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  1. Ethnic opportunity –If only I knew… Canadian Grocer Conference May 2013

  2. Something’s in the air… or

  3. “If only I knew…” “I found out…” 3) Global Insights 1) What’s happening? 2) How ethnic shops 4) Homescan Panel (Canada)

  4. 3) Global Insights 1) What’s happening? 2) How ethnic shops 4) Homescan Panel (Canada)

  5. What’s happening? 1 Visible Minorities will double while caucasians will only grow 10% VM 6.3 Mil More than Double! 2011 VM 12.8 Mil 2031 Caucasians 26.5 Mil 10% Growth Caucasians 29.2 Mil Source: Statistics Canada 2010 Medium Growth (Reference scenario), 2011 Immigration & Ethno-cultural Diversity in Canada

  6. What’s happening? 2 Recent immigrants mostly from asia New Immigrants (2006 to 2011) Top 10 Countries Source: Statistics Canada 2011 Immigration & Ethno-cultural Diversity in Canada

  7. What’s happening? Arab 930K West Asian 523K South Asian 3.6M Korean 407K Filipino 1.0M Latam 733K Other 489K Black 1.8M Chinese 2.7M SE Asian 449K Japanese 142K Growth rates are staggering… 3 = Forecasted size in 2031 The Big 3 7.3 M ~Growth Rate by 2031 Population (2006) Source: Statistics Canada, 2010

  8. What’s happening? 4 New immigrants like to reside in four provinces % of new immigrants (2006-2011) settling into each province 1% 5% 19% 16% 12% 2% 43% 1% Source: Statistics Canada 2011 Immigration & Ethno-cultural Diversity in Canada

  9. What’s happening? Vmwill bring an additional $5 bil to Cdn manufacturers by 2017 5 ~800k increase 19% of Cdn Pop 21% of Cdn Pop $4.7B incremental $29.5B $34.2B Source: Statistics Canada, 2010; Homescan data, 2012

  10. 3) Global Insights 1) What’s happening? 2) How ethnic shops 4) Homescan Panel (Canada)

  11. 2Xas likely to buy food for today’s meal How ethnic shops Shoppers in Asia are … 5Xas likely to do quick trips

  12. How ethnic shops Asian consumers compartmentalize their purchases 1) Ethnic Store “How many stores do you typically visit to find all/most of the items on your shopping list on a routine planned shopping trip?” 2 or more stores 2) Traditional Banner 90% Of Chinese Cdns 80% Of S.AsianCdns Manufacturers: Listing decisions – Presence in ethnic banners Retailers: Capture more $ into your banner Asian Shopping Source: PanelViews Omnibus October 2012 Base: n=6201

  13. How ethnic shops Asian consumers view grocery Shopping as fun, Family Time 56% Asian shoppers actively seek a demo in-store before buying More likely to have entire family (3 generations) on shopping expeditions Treat as weekend Excursion Multiple decision makers | Fun, interactive store environment | Sampling Organics

  14. How ethnic shops Asian countries have greater belief that organic foods equals increased safety in food Organic strategy Source: Nielsen Global Online Survey Q1 2011

  15. 3) Global Insights 1) What’s happening? 2) How ethnic shops 4) Homescan Panel (Canada)

  16. Global Insights Leveraging our global network, we gained a better understanding of high growth categories

  17. Global Insights Top 50 highest growth categories China * India - Top 26 categories Source: Nielsen Canada, China, India, Philippines

  18. Global Insights China’s Highest Growth categories Confectionery Beauty Products Beverages India Source: Nielsen China

  19. Global Insights India’s Highest Growth categories HABA Food Products Philippines Source: Nielsen India

  20. Global Insights Philippines’ Highest Growth categories Coffee HABA Milk Products Source: Nielsen Philippines

  21. 3) Global Insights 1) What’s happening? 2) How ethnic shops 4) Homescan Panel (Canada)

  22. Homescan Panel we know what chinese and south asian Canadians are purchasing… • What did you buy? • Was it on sale? • Where did you buy it? Chinese Over-index

  23. Homescan Panel Chinese over index on dried grains, refrigerated drinks, noodles, & beauty products ($/buyer index) 2X • Vegetables / Grains Dried 1.5X • Pasta/Noodles/ Instant light lunches • Refrigerated Drinks • Face care • Skin care preparation • Interdental products 1.5X Manufacturers: Product innovation / expansion? Retailers: What are you stocking in your stores? Deals Source: Nielsen Ethnic Action Package (Syndicated)

  24. Homescan Panel A higher % of Chinese spend are on deals – 36% compared to 25% for gen pop Dry Bread (breadsticks, crispbread, croutons, etc.) Gum Blades / Razors Deal sensitivity to your category? Where? Source: Nielsen HomescanData (Jan - Dec 2012)

  25. Homescan Panel Chinese love ethnic grocers & warehouse clubs 3X More likely to shop at ‘Remaining Grocery’ 2X More likely to shop at Manufacturers: Where are your products listed? Retailers: Where are your customers shopping? S Asians Source: Nielsen Ethnic Action Package (Syndicated)

  26. Homescan Panel South Asians over index on prepared foods, grains, & milk products ($/buyer index) 2.5X • All Other Prepared Foods • (e.g. specialty eastern food, pancake, batter mixes) 1.9X • Vegetables / Grains Dried 1.5X • Cooking Oils & Spray • Milk • Yogurt Manufacturers: Product innovation / expansion? Retailers: What are you stocking in your stores? Where Source: Nielsen Ethnic Action Package (Syndicated)

  27. Homescan Panel South Asians love discount banners and drug stores 3X More likely to shop at 2X More likely to shop at Manufacturers: Where are your products listed? Retailers: Where are your customers shopping? Source: Nielsen Ethnic Action Package (Syndicated)

  28. 5 key Things to think about…

  29. 5 Key Things Visible minorities are changing the Canadian landscape… 1 1 in 3 Led by S. Asians & Chinese $5 B/yr Opportunity by 2017 1 in 6 1 in 20 % of Population that is a Visible Minority Source: Statistic Canada, 2010

  30. 5 Key Things The way they shop is different from mainstream consumers… 2 1) Ethnic Store 2) Traditional Banner

  31. 5 Key Things International Trends can give us an indication about areas of growth 3 Beauty Confectionery Beverages HABA Milk foods Salty snacks Coffee HABA Milk Products

  32. 5 Key Things Understanding chinese & South asiancanadians is an ongoing process 4

  33. 5 Key Things SIZE - Have you quantified the opportunity? TRACK – Do you track performance on ethnic initiatives? KNOW - Do you know this consumer? TEST – Have you piloted a new initiative? WANT – Is your company aligned? The opportunity is in your hands… develop an ethnic strategy now! 5

  34. Only the tip of the iceberg! Thank you! Bernice Cheung Ethnic Practice Area Lead (905) 943-8593 | (416) 564-5428 Bernice.Cheung@nielsen.com

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