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Asian Vegetables Report Brand Health & Demographics. Source: Nielsen Homescan data until 24 th of December 2011 Nielsen Scantrack data (National Woolworths) until 18 th December 2011. Asian Vegetables….

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asian vegetables report brand health demographics

Asian Vegetables ReportBrand Health& Demographics

  • Source:
  • Nielsen Homescan data until 24th of December 2011
  • Nielsen Scantrack data (National Woolworths) until 18th December 2011
slide2

Asian Vegetables…..

32.9% of Australian Households purchased Asian Vegetables; spending on average of $ 9.6which equates to 4.3 shopping tripswith $ 2.3spend per shopping tripduring the last year

In the latest 4-week period, Average household spend on Total Vegetables and penetration has shown a positive spike

While Asian Vegetables shopper tend to be more affluent households and skew towards Start up families, Young Transitional and Established Couple life stages

Green Grocers and WW lead the trade of Asian Vegetables, however there is an important opportunity to increase Coles weight in this 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

Asian vegetables penetration has decreased by 1.5%, while Asian vegetables buyers are spending $9.6 per year and purchasing about 1.5 kilos of the commodity per household.

This chart compares Asian vegetables household reach (penetration) against other vegetables.

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
Asian vegetables buyers are purchasing the commodity more often than a year ago, and are slightly more in each shopping trip ($2.3)

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

Households are spending approximately $2.30 each time they purchase Asian vegetables

Households are spending in total, approximately $9.6 per year in Asian vegetables

slide9

The total volume increase is a result of an increase in the shopping frequency and volume per occasion.

Source: Nielsen l Homescan Australia

slide10
In the latest period average household spend on Vegetables has show a spike, while penetration grew as well.

Cyclone Yasi

QLD Floods

This chart shows that the average household increased their spend (red line) on Vegetables in the latest 4-week period

slide11
Average household spend has increased in the latest 4-week period, whilst penetration decreased for Asian vegetables

Average household spend increased (red line) although the number of households decreased (blue bars)

Cyclone Yasi

QLD Floods

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 DEC this index reached: $2.5

Cyclone Yasi

QLD Floods

slide13
Looking at Woolworths information, Asian vegetables volume has increased by 1.7%, while value by 7.2% due to increase in price by $0.44.
slide14

Looking at trended Woolworths information, comparing the latest 4 week period vs a year ago, prices have increased, while traded volume shows a small decrease

Blue Line: Price per Kg. $8.49 in latest period vs. $8.31 last year.

Yellow Bar: Kgs sold by Woolworths during each period.

QLD Floods

Cyclone Yasi

slide16

While most segments show positive results, there is opportunity to improve penetration on Young Transitionals and Senior Couples.

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, Asian Vegetables are performing much better than Total Vegetables on the High Income household segment

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

slide18

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

1-2 member household size is the most important demographic as they account for 53.2% of sales.

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

slide20

Green Grocers and WW lead the trade of Asian Vegetables, however there is an important opportunity to increase Coles weight in this segment.

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

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

slide21

Green Grocers and Independent Supermarkets have increased their share of trade, at expense of Coles, which also showed a drop in the penetration of this segment.

slide22
Buyers have increased their average total spend for all Channel/Retailers with the exception of ALDI
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.