Pre-packed - Industry - Avocados Australia

industry.avocado.org.au

Pre-packed - Industry - Avocados Australia

Value Add Stories

Driving Growth through Market &

Shopper Insights

Infocado Summit 2010

By Yahya Kanj

Driving growth through Market & Shopper Insights


What’s the big g fuss…..Why y

should I care?

Answer: Understanding the Shopper is

the key to driving Growth

Driving growth through Market & Shopper Insights


My Goal today….

• How information can be used to make more

effective ff ti business b i decisions? d i i ?

• Sh Share with ith you real l lif life case studies t di

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

3


Fresh Market Wrap

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

4


Fresh Market Wrap – Key Highlights

• Fresh Produce nominal growth (0.9%) on last year, however we are

starting to see improved performance in the last 13 wks, growing at 3.0%

• QLD star performer driving growth, whilst NSW market receding due to

decline in Fruit sales

• ALDI growing at 8.5% on last year (most through switching from WW and

Non-Supermarkets)

• Vegetable sales out-growing Fruit

Pre-packed p for both F&V continue to grow g faster than Loose

• Shoppers buying more volume (paying less), and purchasing less often -

increasing g consumption p should remain a key y focus!

• Families & Young Adults dampening category growth

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

5


Thoughts for Consideration

• Am I growing my shipments to QLD? If not, can I do more…

• Am I heavily reliant on NSW market? How can I be more efficient?

• AAm I engaged d with ith ALDI?If ALDI? If not, t why h not? t?C Could ldthi this bbe

an

opportunity?

• IIs Pre-packed P k d an opportunity i f for me? ? If so, how? h ?

• What marketing g initiatives am I undertaking g to expand F&V

consumption?

• Should I be targeting g g Families & Young g Adults to grow g sales for my y

product? And if so, how?

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

6


HHow iinformation f ti can bbe used? d?

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

7


How do I use this information?

•Should I ship more volume to

QLD, and less to NSW?

•Is there any opportunity in

NSW which is currently not

being served?

•Am I missing out on my

share of growth in QLD QLD, and

why?

•Am Am I driving the QLD

growth? If so, share this

learning with your customers

for further support pp

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

8


How do I use this information?

Total Fresh Produce

•May want to consider pre-

pack options for Fruit &

Vegetables if you’re not

Loose

Pre-packed

currently

Share 79.8%

Share 20.2%

Value Change -2.3% Value •Introduce Change a +15.6% different size prepack

•Direct more loose volumes to

Vegetables markets, and Fruit pre-packed to

Pre-packed

Share 25.7%, Value Change +16.4%

major j supermarkets

p

Pre-packed

Share •Explore 13.5%, Value packaging/varietal

Change +13.7%

options, key messages

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

9


How do I use this information?

What is driving how much my consumers buy? - Brand Health - Value

ALL SHOPPERS - AUS - MAT TO 10/07/2010 - BASED ON VALUE •Apples ($000'S)/1000 – Strategy should be

aimed at growing frequency of

purchase. h TTarget t existing i ti

buyers. Messages around # of

varieties, health benefits, pack

size options options, convenience

options

•Citrus – Short term 1 extra focus t

around increasing purchase frequency. of

Good story with Citrus penetration = $22.9m

up up, yet still 10% don’t don t buy

•Stone Fruits – Definite focus

on getting more people to buy

10

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Real Life Case Studies

• Demographic Targeting Example

• Product Focused Example p

11

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Apples Case Study

S.A Opportunity to Drive Growth

- Product & Marketing Strategy

Driving growth through Market & Shopper Insights

Title of Presentation


Apples sales lagging behind rest of market in S.A

Value % Growth – Total Apples

14/09/2010 versus year ago

National

SA S.A

Yearly ea y Quarterly Qua te y

-4.2% +2.6%

-5.2% -1.7%

13

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


What’s driving g these sales trends?

-5.2% 5 2% Dollar Sales

Shopper Purchase Spend per

Penetration Frequency Occasion

320,000 , fewer purchase p

occasions

SA S.A

14

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Pre-packed Apples in S.A missing opportunity –

showing no growth! What’s What s different to rest of market?

S.A

Loose

Pre Pre-packed packed

Purchase Frequency

Purchase Frequency

No change

* Pre-packed in rest of

market is growing strongly

15

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Established Couples primarily behind the decline in Apple Sales

in South Australia – Marketing efforts should be concentrated at

re-engaging this audience

Which groups are driving my growth/decline? (Lifestage) - Demographics - Value

SA INC NT - TOTAL APPLES - MAT TO 04/09/2010 - BASED ON VALUE ($000'S)/1000

16

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Key Strategic Learning’s

• Focus on improving Pre-Packed offering to drive sales

– How is the offering different to other states?

– Do we have the right varieties?

– Are we over-priced per unit?

– Is the packaging as good?

– Are we getting fair share of shelf in-store? Front-end visibility

• Primarily target marketing activity to Established Couples

– Understand their motivations & barriers to purchase

– Where to reach them?

• Invest in sales/marketing activity to drive Frequency of purchase?

– Think about consumer loyalty programs, innovative pack types, cross-

promotions, recipe ideas, variety pack, convenience solutions

S.A

17

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Mushrooms Case Study

Woolworths Category Review

- Range optimisation to drive growth

Driving growth through Market & Shopper Insights

Title of Presentation


How does Mushrooms compare?

Value Growth – National Aus

Year to June 2009

Total Vegetables

What consumer

bbehaviour h i is i

driving this?

MAT QTR 4WKS

Flat Flat +4%

+6% +6% +7%

Growth has been consistently

well ahead of market!

19

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


More people are buying Mushrooms compared to

year ago, however still plenty of opportunity to attract

shoppers

What are the key consumer drivers of sales? - Brand Health - Value

ALL SHOPPERS - AUS - MAT TO 13/06/2009 - BASED ON VALUE ($000'S)/1000

At the same time, Shoppers are spending more (+$1 per buyer)

20

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


ALDI & Woolworths seeing largest growth in share

of Mushroom sales

What is driving grocery sales? (Account Comparison) - Bigger Picture - Value

ALL SHOPPERS - TOTAL VEGETABLES MUSHROOMS - SHARE OF TRADE ($)

21

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


ALDI clearly differentiated from others on $ spend per occasion

due to pre-pack range, capturing $1 more per shopper visit

What is driving grocery sales? (Account Comparison) - Bigger Picture - Value

ALL SHOPPERS - TOTAL VEGETABLES MUSHROOMS - $ PER OCCASION

22

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Mushroom growth in Woolworths largely reliant

on Established Couples and Bustling Families

Which groups are driving my growth/decline? (Lifestage) - Demographics - Value

AUS WOOLWORTHS/SAFEWAY - TOTAL VEGETABLES MUSHROOMS - MAT TO 13/06/2009 - BASED ON VALUE ($000'S)/1000

($000 S)/1000

23

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


ALDI continues to very heavily over-trade amongst

Senior Couples, who account for over 20% of their sales

Which groups are driving my growth/decline? (Lifestage) - Demographics - Value

AUS ALDI - TOTAL VEGETABLES MUSHROOMS - MAT TO 13/06/2009 - BASED ON VALUE ($000'S)/1000

24

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Despite WW gaining share, WW shoppers still over-spend on

Mushrooms in Coles and ALDI compared to other commodities –

Opportunity for WW to to increase their shopper loyalty to Mushrooms!

Where else do my account shoppers buy? (WW) - Retail Health - Value

WOOLWORTHS SHOPPERS - SHOPPER REPERTOIRE ($) - MAT TO 13/06/2009 - BASED ON VALUE ($000'S)/1000

Total Fresh Produce

Mushrooms

25

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


In Closing, key messages

• The ‘Old’ ways of selling to a retailer & shopper has come

to an end end….

• Retailers & Shoppers are increasingly more informed –

HHow are we hhelping l i tto ddevelop l th the right i ht strategies? t t i ?

• The biggest gg “bang g for our buck” will come when our

strategies and decision making are based on factual

shopper based insights, not anectodal feedback

• Think of ways to widen distribution across channels,

deliver convenience to the shopper and add value back

into the category for the retailer!

26

Driving growth through Market & Shopper Insights

Copyright © 2010 The Nielsen Company. Confidential and proprietary.


Thank you

Driving growth through Market & Shopper Insights

More magazines by this user
Similar magazines