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UPCOMING WEBINARS

UPCOMING WEBINARS. IMPROVING AD PERFORMANCE WITH THE 3 R’S – FEB. 28 TH. WHAT’s in store 2013. THINK SMALL FOR BIG RESULTS. James Russo - Global Consumer Insights Carman Allison – Shopper & Industry. TODAY’S PRESENTER. CARMAN ALLISON Director , Consumer Insights, Nielsen, Canada

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UPCOMING WEBINARS

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  1. UPCOMING WEBINARS IMPROVING AD PERFORMANCE WITH THE 3 R’S – FEB. 28TH

  2. WHAT’s in store 2013 THINK SMALL FOR BIG RESULTS James Russo - Global Consumer Insights Carman Allison – Shopper & Industry

  3. TODAY’S PRESENTER CARMAN ALLISON Director, Consumer Insights, Nielsen, Canada Carman Allison is responsible for creating and delivering thought leadership to manufacturer and retailer clients and at CPG industry events. A frequently sought-after speaker, Carman is often quoted in the Canadian press on consumer trends including a monthly column in Canadian Grocer. Carman has more than 20 years of experience in the consumer research industry with Nielsen, where he held various account management and analysis roles.

  4. WHAT’s in store 2013 THINK SMALL FOR BIG RESULTS James Russo - Global Consumer Insights Carman Allison – Shopper & Industry

  5. THE WORLD HAS CHANGED

  6. THE WORLD HAS CHANGED...PERMANENTLY

  7. Source: Nielsen Demand Institute AND THE OPPORTUNITIES ARE IMMENSE $450 TRILLION 38% increase in 5 years 29% increase in 5 years $45 trillion $62 trillion $35 trillion 2010 2015 2020

  8. IT’S TIME TO ACT DIFFERENTLY IN THIS SESSSION, WE ARE CHANGING: The way you assess your marketplace How you sell to your consumer Your views of advertising Where you innovate Where your growth will be achieved 1 2 3 4 5

  9. Canadian Growth is slowing Actual and Projected Canadian GDP Growth (2006-2017) v Source: October 2012 World Economic Outlook Report and Statistics Canada, December 2012

  10. Future growth projections modest Actual and Projected Canadian GDP Growth (2006-2017) Source: October 2012 World Economic Outlook Report and Statistics Canada, December 2012

  11. Consumer CONFIDENCE highest since mid 2011 Nielsen Canada Consumer Confidence Index Source: Nielsen Global Omnibus Consumer Confidence Survey 3Q12

  12. What are your Top 2 concerns over the next six months… DEBT and economic concerns remain in the forefront of consumer minds Source: Nielsen Global Omnibus Consumer Confidence Survey 3Q2012 vs year ago - Canada

  13. volatile, uncertain but improving FACTORS FUEL COSTS EQUITY MARKETS HOUSING INFLATION GOVERNMENT LABOUR MARKETS

  14. Household balance sheet not improving INCOME TO DEBT RATIO AVG INCOME • 2012: 164.6 +6% • 2011: 160.9 • 2007: 124.9 • 2012: $46.6K • +3% from 2011 • +14% from 2007 Source: StatisticsCanada

  15. CPG PERFORMANCE STILL STRAINED Source: Nielsen MarketTrack, Canada National All Channels – 52 weeks ending December 15, 2012 Total Tracked Sales excluding Fresh Random Weight

  16. Poll #1: DO YOU THINK CANADA IS CURRENTLY IN A RECESSION? YES NO NOT SURE

  17. Source: Nielsen Global Omnibus Consumer Confidence Survey 3Q2012 vs year ago - Canada As we Head into 2013….. • 3.5 years Nov 2012 NIELSEN June 2009 NBER Canadian Recession Officially Ends 49% of consumers say we are in a recession

  18. Source: Nielsen Global Omnibus Consumer Confidence Survey 3Q2012 vs year ago - Canada consumer STILL Cautious about the future DO YOU THINK CANADA WILL BE OUT OF A RECESSION IN THE NEXT 12 MONTHS? % SAYING YES

  19. Finding GROWTH in 2013THINK SMALL FOR BIG RESULTS

  20. 1. Economic 2. Demographic 3. Retail 4. Consumption Innovation 6. Advertising 7. Digital 8. Viewing Habits 9. Entertainment 10. Analytics EVIDENCE FOUND ACROSS THE ORGANIZATION

  21. ECONOMICThe shift to smaller housing formats 1

  22. CONSUMERS ARE Redefining HOME OWNERSHIP 67% Single Dwelling -11% Multi +14% homeownership Average Household Price $363k • Vancouver $780k • Toronto $466k • Montreal $314k Source: CMHC 2012 Report

  23. AS A RESULT, SHOPPING HABITS WILL CHANGE MORE FREQUENT SHOPPING & SMALLER BASKETS MORE ONLINE REPLENISHMENT MORE INTEREST IN LOCAL STORES SMALL HOME FURNISHINGS FURNITURE & APPLIANCES SMALLER PACK SIZES WILL CONTINUE TO THRIVE WILL BE SMALLER DUE TO LESS STORAGE Source: The Demand Institute

  24. DEMOGRAPHICSmaller Household size 2

  25. Household size continues to shrink 1-2 MEMBER HOUSEHOLDS • 1970: 38.7% • 2012: 62.7% Source: StatisticsCanada

  26. Goods and services change as a result

  27. Smaller in size, but shops more frequently TRIPS PER SHOPPER SPEND PER TRIP 1-2 mem: 182 3+ mem: 177 1-2 mem: $36 3+ mem: $51 Source: Nielsen Homescan: 52 weeks to June 30 2012 - Canada

  28. RetailWhere we transact is getting smaller 3

  29. RETAIL FORMATS CONTINUE TO EVOLVE TO SMALLER STORES TO VIRTUAL STORES BIG BOX TO ONLINE TO SMART PHONES

  30. SMARTPHONES ARE REDEFINING CONSUMER CONNECTION POINTS 39% Willing to shop a virtual store 35% 37% of Canadians Own Willing to use a retailer loyalty app 24% Willing to use phone to pay Source: Canadian PanelViews Social Media Survey Oct 2012

  31. CONSUMPTIONDifferentiate with local & Fresh 4

  32. WITH SHOPPER TRIPS DECLINING, DIFFERENTIATION IS ESSENTIAL ECONOMIC GROWTH GREAT RECESSION POST RECESSION 226 Avg Annual Trips Per Shopper 200 Avg Annual Trips Per Shopper 179 Avg Annual Trips Per Shopper 2006 2009 2012 Source: Nielsen Homescan: 52 weeks - Canada

  33. FRESH DRIVES GROWTH AND DEMAND 33%GroceryStore Sales 1.5 to 2.1Times Larger with Fresh 53%look for quality fresh when deciding where to shop Sources: Homescan, Canada Grocery Stores: 52 weeks to July 7, 2012

  34. INNOVATIONTargeting growth in new markets 5

  35. GLOBAL PRODUCT INNOVATION • Reviewed 35 years of new product concepts • Over • 175,000 • concepts were tested • across 73 countries between 1978 - 2012. • 1978 • 2008 • 2012 50% Sources: Nielsen BASES

  36. Population of SUB-SAHARAN AFRICA 68thKenya 40,046,566 64thTanzania 41,892,895 52nd S. Africa 49,109,107 15thNigeria 152,217,341 52nd 68th 15th 64th Sources: CIA Worldfactbook

  37. HOWEVER IT IS THE ONLY GLOBAL REGION, WHERE EACH COUNTRY REALIZED GROWTH IN INNOVATION • 2012 vs 2011 +43% Kenya +17% Tanzania +12% Nigeria +9% South Africa 9% 43% 12% 17% Sources: Nielsen BASES

  38. VIEWINGLeveraging how we spend our time 6

  39. POLL #2 Of the tv channels you receive in your home, what is the avg. number of channels you watch each week?" 0% to 10% 10% to 20% 20% to 30% 30% to 40% 40% to 50% Over 50%

  40. Average Channels Receivable and Viewed Average hhld receives 180 channels but views only 17 of them each week 9% Source: NPOWER Length of Tuning, 10/01/2012 - 10/07/2012

  41. Tuning in to large and small networks With at least 15 minutes viewed, the likelihood of viewing commercials are just as high. Source: NPOWER Length of Tuning, 10/01/2012 - 10/07/2012

  42. DIGITALSmaller devices gaining viewership 7

  43. Digital media is capturing more eyes • -1.7% - Watching TV in Home • 4.9% - Watching Time Shifted TV (all TV homes) • 7.1% - Watching Time Shifted TV (only in DVR homes) • 1.5% - Using the Internet on a Computer • 4.2% - Watching Video on the Internet • 1.0% - Using a Mobile Phone • 35.7% - Mobile Subscribers Watching Video on a Mobile Phone Overall Usage – Number of Users Persons 2+ (in 000s) – Monthly Reach Year over Year Change Q4 2010 vs Q4 2011 Sources: Nielsen Cross Platform

  44. However, TV still accounts for 80% of time Average Daily Time Spent on Media Activity (h:mm) Total Population, March 2012 OTHER 1:05 TV VIEWING 4:32 Online Web Browsing | 0:32 Mobile App Usage | 0:13 Time Shifted TV Viewing | 0:11 Online Video Streaming | 0:04 Mobile Web Browsing | 0:03 Mobile Video | 0:01 Source: Nielsen NPower, NetView, Video Census, and Smartphone Analytics

  45. Advertising effectiveness 8 Strategic use of spots

  46. WITH NEW FORMS OF MEDIA, COMES THE NEED FOR SHORTER SPOTS What is the Ad’s net branding success if we consider BOTH Breakthrough & Brand Linkage? How successful is the Ad at connecting to the brand? How successful is the Ad at breaking throughand being remembered? Source: BETV Cross-Sector View of 15s vs, 30s Performance

  47. SUCCESSFUL BRAND CAMPAIGN ILLUSTRATING AN EFFECTIVE USE OF SPOTS Source: BETV Cross-Sector View of 15s vs, 30s Performance

  48. ENTERTAINMENTLeverage demographic shifts and endorsement potential 9

  49. WHAT DO THESE 5 ATHLETES HAVE IN COMMON? DAVID BECKHAM JEREMY LIN MICHEAL PHELPS PEYTON MANNING MANNY PACQUIAO

  50. ASIAN CONSUMERS HAVE VARIED SPORT ICONS Sports personalities N-Score, among Asian consumers 01/01/2012 to 12/31/2012 TOP 10 SPORTS PERSONALITIES AMONG ASIAN CONSUMERS 50

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