Premium Bottled Ale Monthly Report May 2012 ... - bottled butcombe

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Premium Bottled Ale Monthly Report May 2012 ... - bottled butcombe

May 2012 - Issue 9Special Focus – DiscountersPremium Bottled AleMonthly Report


Introduction• The PBA Monthly Report is abrief overview of what ishappening in the multipleretail sector• The pricing of a basket ofproducts is monitored bystore visits in the Bristolarea• Where products are not onsale, online pricing is used• Full details are included inthe appendices• PBA Basket• Top six PBA lines**Source: Source: AC Nielsen Scantrack Volume to Dec 2011


Hall & Woodhouse Premium Ale Insight• Click on linkReport 2012This excellent report covers:• The Premium Ale Market• Category & ConsumerDynamics• Bottled Ale Drinkers &Shoppers• Products Within PremiumAle• Regional Bottled AlePremium AleMerchandising


Standard Price£12.00£11.00Asda£10.00TescoSainsbury's£9.00MorrisonsWaitrose£8.00May2011Jun Jul Aug Sep Oct Nov Dec Jan2012Feb Mar Apr MayCo-opStandard Price Asda Tesco Sainsbury's Morrisons Waitrose Co-op TotalMay 2011 £ 10.43 £ 10.26 £ 10.79 £ 10.66 £ 11.28 £ 65.31Jun £ 10.24 £ 10.09 £ 10.98 £ 10.66 £ 11.30 £ 65.16Jul £ 9.86 £ 9.99 £ 10.78 £ 10.58 £ 11.12 £ 64.22Aug £ 9.86 £ 9.99 £ 10.78 £ 10.48 £ 11.20 £ 64.20Sep £ 10.63 £ 9.98 £ 10.78 £ 10.58 £ 11.20 £ 65.06Oct £ 10.63 £ 10.33 £ 10.62 £ 10.58 £ 11.20 £ 65.25Nov £ 10.63 £ 10.34 £ 10.34 £ 10.58 £ 11.20 £ 11.89 £ 64.98Dec £ 10.63 £ 10.34 £ 10.35 £ 10.58 £ 11.20 £ 11.89 £ 64.99Jan 2012 £ 10.63 £ 11.83 £ 10.62 £ 10.49 £ 11.11 £ 11.33 £ 66.01Feb £ 10.49 £ 11.73 £ 11.16 £ 10.62 £ 11.36 £ 11.97 £ 67.33Mar £ 10.49 £ 11.83 £ 11.74 £ 10.62 £ 11.48 £ 11.97 £ 68.13Apr £ 10.79 £ 11.83 £ 11.91 £ 11.36 £ 11.78 £ 12.28 £ 69.95May £ 10.79 £ 11.83 £ 11.66 £ 11.36 £ 11.84 £ 12.28 £ 69.76• Price off-promotion for PBA basket


Standard Price Market Totals£72.00£70.00£68.00£66.00£64.00£62.00Gradualincrease sinceDec 2011£60.00May2011Jun Jul Aug Sep Oct Nov Dec Jan2012Feb Mar Apr May• Price off-promotion for PBA basket• Total for all six retailers• Co-op price before Nov 2011 has beenestimated to enable realistic comparisonsto be made


£12.00£11.00£10.00£9.00£8.00£7.00£6.00May2011Promotional PriceJun Jul Aug Sep Oct Nov Dec Jan2012• Price including promotions for PBA basket• Standard price used if product not on promotionFeb Mar Apr MayAsdaTescoSainsbury'sMorrisonsWaitrosePromotional Price Asda Tesco Sainsbury's Morrisons Waitrose Co-op TotalMay 2011 £ 9.31 £ 8.44 £ 8.46 £ 9.92 £ 11.08 £ 59.10Jun £ 9.28 £ 8.15 £ 10.76 £ 9.92 £ 10.90 £ 60.90Jul £ 9.44 £ 9.93 £ 10.31 £ 9.74 £ 11.12 £ 62.43Aug £ 9.49 £ 8.39 £ 10.14 £ 9.74 £ 10.46 £ 60.11Sep £ 8.40 £ 8.95 £ 10.56 £ 9.84 £ 11.20 £ 60.84Oct £ 8.00 £ 7.50 £ 10.20 £ 9.47 £ 9.38 £ 56.44Nov £ 8.40 £ 9.57 £ 9.78 £ 9.47 £ 11.20 £ 11.19 £ 59.61Dec £ 8.40 £ 7.50 £ 8.46 £ 9.38 £ 11.20 £ 11.19 £ 56.83Jan 2012 £ 9.88 £ 11.83 £ 9.48 £ 8.64 £ 10.81 £ 11.33 £ 61.97Feb £ 9.66 £ 9.00 £ 9.13 £ 9.13 £ 10.69 £ 11.62 £ 59.23Mar £ 8.77 £ 9.00 £ 11.32 £ 9.14 £ 11.48 £ 10.93 £ 60.64Apr £ 9.29 £ 8.28 £ 11.31 £ 9.80 £ 10.96 £ 11.58 £ 61.22May £ 9.29 £ 9.00 £ 10.34 £ 9.80 £ 10.37 £ 10.87 £ 59.67Co-op


Promotional Price Market Totals£71.00£70.00£69.00£68.00£67.00£66.00£65.00£64.00£63.00£62.00£61.00May2011Jun Jul Aug Sep Oct Nov Dec Jan2012Trend is priceincrease sinceOct 2011Feb Mar Apr May• Price on-promotion for PBA basket• Total for all six retailers• Co-op price before Nov 2011 has been estimatedto enable realistic comparisons to be made


100%80%60%40%20%0%Percentage of PBAs on PromotionMay2011Jun Jul Aug Sep Oct Nov Dec Jan2012• Percentage of PBAs on fixture on promotionFeb Mar Apr MayAsdaTescoSainsbury'sMorrisonsWaitroseCo-op% on Promotion Asda Tesco Sainsbury's Morrisons Waitrose Co-op AverageMay 2011 31% 40% 31% 49% 19% 34%Jun 24% 16% 23% 52% 11% 25%Jul 18% 12% 73% 50% 13% 33%Aug 18% 17% 16% 51% 16% 23%Sep 42% 31% 19% 52% 4% 30%Oct 40% 89% 17% 52% 66% 53%Nov 53% 23% 22% 49% 12% 41% 34%Dec 57% 71% 34% 71% 21% 39% 49%Jan 2012 41% 12% 16% 66% 17% 0% 25%Feb 42% 92% 27% 49% 15% 13% 40%Mar 50% 93% 9% 70% 8% 35% 44%Apr 56% 95% 17% 67% 10% 23% 45%May 58% 91% 34% 68% 13% 40% 51%


Percentage of PBAs on Promotion60%50%40%30%20%10%0%May2011Jun Jul Aug Sep Oct Nov Dec Jan2012Increase in SKUson promotion butdecrease inmultibuy discountFeb Mar Apr May• Total for all six retailers• Co-op details before Nov 2011have not been included


Main Promotional Mechanic• Percentage of PBAs on promotion has graduallyincreased and now at almost the highest recordedlevel• Multi-buy mechanics seems to be settling into amore consistent patternMain Promo Mechanic Asda Tesco Sainsbury's Morrisons Waitrose Co-opMay 2011 3 for £4.00 3 for 2 3 for 2 4 for £5.50 3 for £5.00Jun 3 for £4.00 Single price 3 for £5.50 4 for £5.50 3 for £5.00Jul 3 for £4.00 3 for £4.00 4 for 3 4 for £5.50 20% offAug 3 for £4.00 3 for £4.00 2 for £3.50 4 for £5.50 20% offSep 3 for £4.00 3 for £4.00 3 for £5.00 4 for £5.50 % offOct 4 for £5.00 4 for £5.00 2 for £3.00 4 for £5.50 4 for 3Nov 3 for £4.00 3 for £4.00 3 for £4.00 4 for £5.50 20% off 2 for £3.00Dec 3 for £4.00 4 for £5.00 3 for £4.00 4 for £5.50 20% off 2 for £3.00Jan 2012 3 for £4.00 3 for £4.00 4 for £5.00 4 for £5.50 20% off NoneFeb 3 for £4.00 4 for £6.00 Save 25% 4 for £5.50 2 for £3.00 2 for £3.00Mar 3 for £4.00 4 for £6.00 3 for £4.00 4 for £5.50 2 for £3.00 2 for £3.00Apr 2 for £3.00 4 for £5.50 3 for £5.00 4 for £6.00 Various 2 for £3.00May 2 for £3.00 4 for £6.00 3 for £5.00 4 for £6.00 2 for £3.00 2 for £3.00


Commentary• Pricing off-promotion was almostflat (-0.3%) only Sainsbury’s saw areasonable change (-2.1%)• Pricing including promotionsreduced (-3%) driven by Sainsbury’s(-9%) and The Co-op (-6%)• Number of SKUs on promotionincreased to over half of SKUs• Multi-buy remains the mainpromotional mechanic but Tescohas included price drops to £1.50


Source: Store audits w/c 28 th May 2012PBAs inDiscountersReport May 2012


Discounters – An Overview• The discounterschannel isforecast to growstrongly• Share of grocerycould raise to6.2% by 2016Discounters market size, 2010-2016f (£bn)10.711.49.99.08.06.7 7.02010 2011 2012 2013 2014 2015 20162011 share: 4.5% 2016 share: 6.2%Source: IGD Research


Source: Hall & Woodhouse Premium Ale Insight Report 2012


Details by RetailerDiscountersIceland Aldi Lidl Home Bargain B & M BargainStandard Promotion Standard Promotion Standard Promotion Standard Promotion Standard PromotionNewcastle Brown £ 2.00 3 for £5 £ 1.49£ 1.59Old Speckled Hen £ 1.59Hobgoblin £ 1.79 3 for £3.99 £ 1.39London PrideOld Peculiar £ 2.00 3 for £5 £ 1.49£ 1.59£ 1.79Spitfire £ 1.79 3 for £3.99Number of SKUs211 6 13 24Number on promotionType of promotion23 for £5.000 4 0 14 for £5.00Multi-packsNN Y Y Y• The following retailers had no BWS range• Farmfoods, Poundstretcher, Poundland, 99p Stores, Wilkinson• Iceland is not technically a discounter (Nielsen classifythem as a multiple retailer) but its strategy on BWS doesseem to fit with the discount sector


Aldi


B & M Bargains


Home Bargains


Iceland


Lidl


Commentary• With tightening economic conditionsthe discounter sector is likely tocontinue to grow• Nearly 16% of all PBA sales now gothrough this sector• Some unexpected retailers are nowoffering an excellent range withcompetitive pricing• It will be interesting to see if thesector continues to grow PBA shareNext monthSpecial Feature– On-Line


AppendicesMay-12 Asda Tesco Sainsbury's Morrisons Waitrose Co-opStandard Promotion Standard Promotion Standard Promotion Standard Promotion Standard Promotion Standard PromotionNewcastle Brown £ 1.80 £ 1.50 £ 1.99 £ 1.50 £ 1.89 £ 1.67 £ 1.89 £ 1.50 £ 1.99 £ 1.50 £ 2.15Old Speckled Hen £ 1.80 £ 1.50 £ 1.99 £ 1.50 £ 2.05 £ 1.67 £ 1.89 £ 1.50 £ 1.99 £ 1.98Hobgoblin £ 1.80 £ 1.50 £ 1.99 £ 1.50 £ 1.75 £ 1.67 £ 1.89 £ 1.50 £ 1.89 £ 1.99 £ 1.50London Pride £ 1.79 £ 1.99 £ 1.50 £ 1.99 £ 1.85 £ 1.99 £ 2.10 £ 1.50Old Peculiar £ 1.80 £ 1.50 £ 1.88 £ 1.50 £ 1.99 £ 1.67 £ 1.95 £ 1.99 £ 1.50 £ 2.35Spitfire £ 1.80 £ 1.50 £ 1.99 £ 1.50 £ 1.99 £ 1.67 £ 1.89 £ 1.50 £ 1.99 £ 1.50 £ 1.99 £ 1.39Asda Tesco Sainsbury's Morrisons Waitrose Co-opPBA SKUs 62 53 82 96 107 30SKUs on promotion 36 48 28 65 14 12% on promotion 58% 91% 34% 68% 13% 40%Main promo mechanic 2 for £3.00 4 for £6.00 3 for £5.00 4 for £6.00 2 for £3.00 2 for £3.00Audits completed w/c 28 th May 2012


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