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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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.
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.
Complementary data sources, not substitutes for one another
Address separate sets of business issues
Store-Level Scanning Sales
Household Panel Information
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
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
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
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
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.
This chart shows that the average household increased their spend (red line) on Vegetables in the periods during & after the natural disasters.
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)
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
Sweet Potato peak season March - August
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.
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.
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
Those buyers that switched to Sweet Potato, used to buy Potatoes, Mushrooms, and Other Vegetables
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
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
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
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
Sweet Potato has gained penetration across all retailers with WW having the highest penetration
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.
Adult households (no children <=17)
Head of household <35
Small scale families
Households with oldest child 6-11 years
Households with young children only, oldest child < 6
Households with oldest child 12-17 years
Two (2) or more adults (No children <=17)
Head of household 60 or over
One (1) person adult household (No children <=17)
Head of household >=35
Two (2) or more adults (No children <=17)
Head of household 35-59
Lifestage Distribution of Households
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.
Includes households who shifted their focus brand purchases from/to alternative category items.