Cucumber report brand health demographics
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Cucumber Report Brand Health & Demographics. Source: Nielsen Homescan data until 3 rd of September 2011 Nielsen Scantrack data (National Woolworths) until 28 th August 2011. Cucumber…. 77.5 % of Australian Households purchased Cucumbers; spending

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Cucumber Report Brand Health & Demographics

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Cucumber report brand health demographics

Cucumber ReportBrand Health& Demographics

  • Source:

  • Nielsen Homescan data until 3rd of September 2011

  • Nielsen Scantrack data (National Woolworths) until 28th August 2011


Cucumber report brand health demographics

Cucumber…..

77.5% of Australian Households purchased Cucumbers; spending

on average $ 17 in the last year, which equates to 9.4 shopping

trips and $1.8 spent per shopping trip

Looking at trended information we can see that price spikes during this year natural disasters, have remained higher than

previous year levels.

However, during the last 2 periods, prices per kilo have started to decrease, closing the gap

with previous year’s


Cucumber report brand health demographics

Cucumber…..

Most of the cucumber’s additional value come from current cucumber buyers, while those who decided not to buy it more are spending more in Pumpkin & Tomato

Despite Cucumber price increase, most household segments remained purchasing it; however “Bustling Families” (HH

with children above 12yo) segment was the only one

where cucumber decreased its penetration.

Woolworths has held the dominant share of the Cucumber trade, whilst Coles has share gains at expense of IGA,

Independents and Green Grocers


Cucumber report brand health demographics

Homescan Overview


Cucumber report brand health demographics

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


Cucumber report brand health demographics

Key Measures


Cucumber report brand health demographics

During the last year the number of Australian Households purchasing cucumbers decrease by 96k, however those who keep purchasing, spent $2.1 more than previous year in the commodity.

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

*NB - Fresh Salads contain all pre-packed salads

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

* New Nielsen Scanning guides began capturing loose Asian Vegetables, Celery and Capsicum purchasing despatched to panel in Sept 2009

Nielsen Homescan data until 3rd September 2011


Cucumber report brand health demographics

Households that buy Cucumbers are purchasing the commodity less often, 9.4 times compared to 9.6 times last year, however they are spending $0.3 more in every shopping trip.

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

*NB - Fresh Salads contain all pre-packed salads

Households are spending approximately $1.80 each time they purchase Cucumber.

* New Nielsen Scanning guides began capturing loose Asian Vegetables, Celery and Capsicum purchasing despatched to panel in Sept 2009

Nielsen Homescan data until 3rd September 2011


Cucumber report brand health demographics

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.

Nielsen Homescan data until 3rd September 2011


Cucumber report brand health demographics

Over a two year period we can see that average weight of purchase has increased over the Cyclone Yasi period and has remained at higher levels 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

Cucumber peak season November- April

Nielsen Homescan data until 3rd September 2011


Growth in awop are linked to increases in spend per shopping occasion

Growth in $AWOP are linked to increases in spend per shopping occasion

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

Yellow Line: How much they spend each time. It increased in the last period to $2.3

Cyclone Yasi

QLD Floods

Nielsen Homescan data until 3rd September 2011


Cucumber report brand health demographics

Looking at Woolworths information, Cucumber volume sales have declined by -5.9%, however total value grew more than 19% due to the effect of price increase (+2.9 $/Kg)

Nielsen ScanTrack data until 28th August 2011


Cucumber report brand health demographics

Looking at trended Woolworths information, the affects of Queensland natural disasters can be seen, however during the last two periods, prices started to close the gap with levels from a year ago.

Blue Line: Price per Kg. $19.90 in latest period vs. $14. 07 last year.

Yellow Bar: Kgs sold by Woolworths during each period.

QLD Floods

Cyclone Yasi

Nielsen ScanTrack data until 28th August 2011


Cucumber report brand health demographics

The overall positive value change during the last 52 weeks can be traced mostly from Existing Cucumber buyers, while most of the lost value went to Pumpkin & Tomatoes

Most of the value growth (4.1%), come from existing buyers and in a smaller proportion from new cucumber buyers

Category Expansion/Contraction

Those few households that stop buying cucumber, increase their spend mostly in Tomatoes & Pumkin


Cucumber report brand health demographics

Demographics


Cucumber report brand health demographics

Despite penetration is even in most demographics groups, Bustling Families segment show an excellent opportunity to recover its previous level and capitalise the increase it has on spend.

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

Nielsen Homescan data until 3rd September 2011


Cucumber report brand health demographics

Low & Medium income households decreased their value importance for cucumber, while High income households accounts for almost half of cucumber value

Opportunity exists develop Low and Medium income households

Low & Medium Income households have decreased their importance in value during the last year

Nielsen Homescan data until 3rd September 2011


Cucumber report brand health demographics

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

By far, 1-2 member household size is the most important demographic as they account for 48.4% of sales.

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

Nielsen Homescan data until 3rd September 2011


Cucumber report brand health demographics

Share of Trade


Cucumber report brand health demographics

Coles has gained 1.9% share points over the last year growing at 22% at expense of IGA, Independents and Green Grocers

This pie chart shows how is the Cucumber value distribution among different retailers/classes of trade

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

Nielsen Homescan data until 3rd September 2011


Cucumber report brand health demographics

Coles has gained share through increasing average household spend and penetration

Nielsen Homescan data until 3rd September 2011


Cucumber report brand health demographics

Coles variation in AWOP is a result of increases in spend per occasion, while Aldi also show increases in purchase frequency

Nielsen Homescan data until 3rd September 2011


Cucumber report brand health demographics

Glossary


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


Cucumber report brand health demographics

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.


Cucumber report brand health demographics

Appendix


Cucumber report brand health demographics

Whilst Woolworths has held a dominating share of Cucumbers with 32.9% share, Cucumbers are well developed in both Coles and Green Grocers. Coles is rapidly closing the gap with WW.

Nielsen Homescan data until 3rd September 2011


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