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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
UPCOMING WEBINARS

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


What s in store 2013

WHAT’s in store 2013

THINK SMALL FOR BIG RESULTS

James Russo - Global Consumer Insights

Carman Allison – Shopper & Industry


Today s presenter
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.


What s in store 20131

WHAT’s in store 2013

THINK SMALL FOR BIG RESULTS

James Russo - Global Consumer Insights

Carman Allison – Shopper & Industry




And the opportunities are immense

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


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


Canadian growth is slowing
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


Future growth projections modest
Future growth projections modest

Actual and Projected Canadian GDP Growth (2006-2017)

Source: October 2012 World Economic Outlook Report and Statistics Canada, December 2012


Consumer confidence highest since mid 2011
Consumer CONFIDENCE highest since mid 2011

Nielsen Canada Consumer Confidence Index

Source: Nielsen Global Omnibus Consumer Confidence Survey 3Q12


Debt and economic concerns remain in the forefront of consumer minds

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


Volatile uncertain but improving factors
volatile, uncertain but improving FACTORS

FUEL COSTS

EQUITY MARKETS

HOUSING

INFLATION

GOVERNMENT

LABOUR MARKETS


Household balance sheet not improving
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


Cpg performance still strained
CPG PERFORMANCE STILL STRAINED

Source: Nielsen MarketTrack, Canada National All Channels – 52 weeks ending December 15, 2012

Total Tracked Sales excluding Fresh Random Weight


Poll 1
Poll #1:

DO YOU THINK CANADA IS CURRENTLY IN

A RECESSION?

YES

NO

NOT SURE


As we head into 2013

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


Consumer still cautious about the future

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


Finding GROWTH in 2013 3Q2012 vs year THINK SMALL FOR BIG RESULTS


Evidence found across the organization

1. 3Q2012 vs year Economic

2. Demographic

3. Retail

4. Consumption

Innovation

6. Advertising

7. Digital

8. Viewing Habits

9. Entertainment

10. Analytics

EVIDENCE FOUND ACROSS THE ORGANIZATION


Economic the shift to smaller housing formats
ECONOMIC 3Q2012 vs year The shift to smaller housing formats

1


Consumers are redefining home ownership
CONSUMERS ARE Redefining HOME OWNERSHIP 3Q2012 vs year

67%

Single Dwelling -11%

Multi +14%

homeownership

Average Household Price $363k

  • Vancouver $780k

  • Toronto $466k

  • Montreal $314k

Source: CMHC 2012 Report


As a result shopping habits will change
AS A RESULT, SHOPPING HABITS WILL 3Q2012 vs year 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


Demographic smaller household size
DEMOGRAPHIC 3Q2012 vs year Smaller Household size

2


Household size continues to shrink
Household size continues to shrink 3Q2012 vs year

1-2 MEMBER HOUSEHOLDS

  • 1970: 38.7%

  • 2012: 62.7%

Source: StatisticsCanada



Smaller in size but shops more frequently
Smaller in size, but shops more frequently 3Q2012 vs year

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


Retail where we transact is getting smaller
Retail 3Q2012 vs year Where we transact is getting smaller

3


Retail formats continue to evolve
RETAIL FORMATS CONTINUE TO EVOLVE 3Q2012 vs year

TO SMALLER STORES

TO VIRTUAL

STORES

BIG BOX

TO ONLINE

TO SMART PHONES


Smartphones are redefining consumer connection points
SMARTPHONES ARE REDEFINING CONSUMER CONNECTION POINTS 3Q2012 vs year

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


Consumption differentiate with local fresh
CONSUMPTION 3Q2012 vs year Differentiate with local & Fresh

4


With shopper trips declining differentiation is essential
WITH SHOPPER TRIPS DECLINING, DIFFERENTIATION IS ESSENTIAL 3Q2012 vs year

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


Fresh drives growth and demand
FRESH DRIVES GROWTH AND DEMAND 3Q2012 vs year

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


Innovation targeting growth in new markets
INNOVATION 3Q2012 vs year Targeting growth in new markets

5


Global product innovation
GLOBAL PRODUCT INNOVATION 3Q2012 vs year

  • 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


Population of sub saharan africa
Population of 3Q2012 vs year 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


However it is the only global region where each country realized growth in innovation
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


Viewing leveraging how we spend our time
VIEWING REALIZED GROWTH IN INNOVATIONLeveraging how we spend our time

6


Poll 2
POLL #2 REALIZED GROWTH IN INNOVATION

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%


Average channels receivable and viewed
Average Channels Receivable and Viewed REALIZED GROWTH IN INNOVATION

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


Tuning in to large and small networks
Tuning in to large and small networks REALIZED GROWTH IN INNOVATION

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


Digital smaller devices gaining viewership
DIGITAL REALIZED GROWTH IN INNOVATIONSmaller devices gaining viewership

7


Digital media is capturing more eyes
Digital media is capturing more eyes REALIZED GROWTH IN INNOVATION

  • -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


However tv still accounts for 80 of time
However, TV REALIZED GROWTH IN INNOVATIONstill 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


Advertising effectiveness
Advertising effectiveness REALIZED GROWTH IN INNOVATION

8

Strategic use of spots


With new forms of media comes the need for shorter spots
WITH NEW FORMS OF MEDIA, COMES THE NEED FOR SHORTER SPOTS REALIZED GROWTH IN INNOVATION

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


Successful brand campaign illustrating an effective use of spots
SUCCESSFUL BRAND CAMPAIGN ILLUSTRATING AN EFFECTIVE USE OF SPOTS

Source: BETV Cross-Sector View of 15s vs, 30s Performance


Entertainment leverage demographic shifts and endorsement potential
ENTERTAINMENT SPOTSLeverage demographic shifts and endorsement potential

9


What do these 5 athletes have in common
WHAT DO THESE 5 ATHLETES HAVE IN COMMON? SPOTS

DAVID BECKHAM

JEREMY LIN

MICHEAL PHELPS

PEYTON MANNING

MANNY PACQUIAO


Asian consumers have varied sport icons
ASIAN CONSUMERS HAVE VARIED SPORT ICONS SPOTS

Sports personalities N-Score, among Asian consumers 01/01/2012 to 12/31/2012

TOP 10 SPORTS PERSONALITIES AMONG ASIAN CONSUMERS

50


Analytics new methods for finding growth by d rilling deeper
ANALYTICS SPOTSNew methods for finding growth by drilling deeper

10


NEW SPOTSANALYTICS

NEW SOURCES

social media

NEW INSIGHTS


New analytics related to
NEW ANALYTICS RELATED TO SPOTS

  • Current, emerging and latent demand

  • Most profitable consumers

  • Demand Segments and Need States

  • The right supply for the right market

  • Shared understanding of how to win across the organization


Current emerging and latent demand

What are the key SPOTS“Forces and Factors” shaping current, emerging and latent demand in your category?

What can you learn from analogous categories outside your own that can be applied to your business?

What can you learn from other geographic markets beyond your own?

current, emerging and latent demand

Small to start,

then took off…


55 SPOTS


Poll 3
Poll #3 SPOTS

what is that a picture of?

Flax Seeds

Hemp Seeds

Couscous

Chia Seeds

Quinou seeds


58 SPOTS


Chia seeds what s the buzz about

Source: SPOTSNielsen NM Incite

Chia seeds – what’s the buzz about?

A fitness buff on Runnersworld.comasked about others’ experiences with chia seed consumption, causing many to share that the seeds are helpful in lowering blood pressure and are a good source of omega-3s.

After a board member on Myfitnesspal.com shared information about the nutritional benefits of chia seeds, many others chimed in to say that they were now interested in trying the “superfood”

A number of Twitter users shared their consumption in real-time,

A diabetic individual on Diabeticconnect.org shared ideas and recipes for using chia seeds, prompting others to discuss which retailers carry the product in their stores.

A

Trended Buzz for Chia Seeds

D

B

B

A

C

C

D


NEW SOURCES SPOTS

Role of social medial

NEW INSIGHTS

Leverage current, emerging or latent demand

NEW financials


We are in a new stage of business
WE ARE IN A NEW STAGE OF BUSINESS SPOTS

2

1

  • EITHER RIDE THE WAVE OR GET CRUSHED BY IT

  • 2013 WILL BE CHARACTERIZED BY

  • A CONSUMER REMAINS IN MAINTENANCE MODE

  • UNCERTAINITY DOMINATES

  • WEAK EARLY, STRONGER LATE

Source:


IT’S TIME TO SPOTS

ACT DIFFERENTLY

REALIZING GROWTH IN 2013 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


Q & A SPOTS

THANK YOU FOR ATTENDING

  • If you have follow-up questions or want more information, please contact your Nielsen Professional Services rep

  • If you are not a current Nielsen client, please contact us

    Phone: 800-553-3727

    Email: [email protected]

  • OR, if you have any questions regarding the content of this webinar, you can also contact:

    Carman Allison, email: [email protected]


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