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Sweet Potato Report Brand Health & Demographics. Source: Nielsen Homescan data until 18 1h of Feb 2012 Nielsen Scantrack data (National Woolworths) until 12 th Feb 2012. Sweet Potato….

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sweet potato report brand health demographics

Sweet Potato ReportBrand Health& Demographics

  • Source:
  • Nielsen Homescan data until 181h of Feb 2012
  • Nielsen Scantrack data (National Woolworths) until 12th Feb 2012
slide2

Sweet Potato…..

During last year, Sweet Potato penetration has increased to 64.2%, with buyers spending $13.4 per year and purchasing just under 7 kilos in the same period.

Sweet Potato shoppers are visiting the stores more frequently this year and have reduced their average spend per

shopping trip to $2.4, while total spend reached

$13.4 during the same period.

Whilst shoppers have maintained their consumption size

per trip, the total average volume increased

from 6.6 kilos to 6.9 kilos.

slide3

Sweet Potato…..

Looking at Woolworths scan information, while traded volume has increased, value decreased due to an average price

per kilo drop to $2.19

From a value perspective, Established Couples and Senior Couples are the most important demographic segments for Sweet Potato, accounting for almost 45% of value.

While 1-2 members households contribute with almost 56% of total Sweet Potato sales, there is still opportunity to

Increase Penetration within this segment.

slide5
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

slide8

During last year, Sweet Potato penetration has increased by 2.6%, with Sweet Potato buyers spending $13.4 per year and purchasing just under 7 kilos in the same period

This chart compares Sweet Potato household reach (penetration) against other vegetables. Blue represents year ago while yellow represents current year

This chart shows the total average household volume purchase across various vegetable commodities.

This one shows the total average household spend across various vegetable commodities.

Source: Nielsen l Homescan Australia

slide9

Sweet Potato shoppers are visiting the stores more often this year whilst have reduced spend per trip by $0.3 and average total spend by $0.7

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

Households are spending approximately $2.4 each time they purchase Sweet Potato

Households are spending in total, approximately $13.4 per year in Sweet Potato

slide10

Whilst shoppers have maintained their purchase size per shopping trip, they have increased their average consumption to almost 7kgs as a result of an increase in the number of shopping trips

Source: Nielsen l Homescan Australia

slide11

Latest 4 weeks have seen an increase in penetration for Vegetables to the highest level seen ion the last 2 years, while average spend are align to pre-disaster levels.

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.

slide12

Latest 4 weeks have seen an increase in penetration for Sweet Potato whilst average spend remains stable, reaching similar 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

slide13

While spend per occasion is showing a decline trend, purchase frequency remains at the same level.

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

Yellow Line: How much they spend each time. For February, this index reached: $2.5

Cyclone Yasi

QLD Floods

Sweet Potato peak season March - August

slide14

Looking at Woolworths scanning information, traded volume of Sweet Potato has increased by 10%, while traded value decreased by 5% as a result of a dip in prices to $2.19 during last MAT.

slide15

Looking at trended Woolworths information, latest 3 periods are showing higher level of volume traded, however prices per kilo are lower than the same period a year ago.

Blue Line: Price per Kg. $2.36 in latest period vs. $2.50 last year.

Yellow Bar: Kgs sold by Woolworths during each period.

QLD Floods

Cyclone Yasi

slide16

Sweet Potato value growth can be traced mostly from switched buyers, most of them used to buy Potatoes, Mushroom and Other Vegetables.

Most of the value growth came from buyers that switched to Sweet Potato from other commodities

Category Expansion/Contraction

Those buyers that switched to Sweet Potato, used to buy Potatoes, Mushrooms, and Other Vegetables

BSF390259_532390

slide18

From a value perspective, Established Couples and Senior Couples are the most important demographic segments for Sweet Potato

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

slide19

High Income households contribute with almost 45% of Sweet Potato value sales, and penetration keep increasing within this segment.

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

slide20

While 1-2 members households contribute with almost 56% of total Sweet Potato sales, there is opportunity to increase reach within this group.

1-2 member household size is the most important demographic as they account for 56% of sales.

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

slide22

While WW leads Sweet Potato share of trade with 31.4%, during last MAT Coles and ALDI were the only retailers than gained share reaching 26% and 26.2% respectively.

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

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

slide23

Sweet Potato has gained penetration across all retailers with WW having the highest penetration

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

slide28

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.