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2013 - INDIA
PRESENTATION OF FINDINGS
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September 2013
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
CONTENTS
INTRODUCTION
• Research objectives
• Research design
STUDY RESULTS
• Market context
Shopping Behavior
• Channel shopping behavior
• Category shopping behavior
• The ‘Cross’ over shopper
Retail banner performance
• The strength of retailer brands (SEI)
• Retail banner Performance and Positioning
• Key Conclusions
2
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
CONFIDENTIALITY CLAUSE
The client shall not be entitled, without the written permission of Nielsen, to publish the research report
or any adaptation there of or any extract there from, whether through the medium of newspaper,
periodical, radio, television, leaflet distribution, data retrieval system, legal proceeding or otherwise.
The written permission of Nielsen must be obtained separately for each intended publication.
ShopperTrends is the currency in shopper research: an annual study that offers the most comprehensive
analysis of the changing behaviour and attitudes of shoppers in the Asia-Pacific region. It focuses on the
modern trade and outlines the key drivers of customer loyalty and resulting retailer equity within the
country
ShopperTrends contains confidential and proprietary Nielsen information that we provide to you for your
internal use.
3
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
RESEARCH OBJECTIVES
Retailer
Channel Shopping Shopping performance
shopping behaviour modes and
behaviour
perceptions
• Retail scene changes year on • Are they Promo sensitive? • Which retailer has the strongest
year? (RMS, Confidence index, • How open are shoppers on Experimentation Store Equity?
SHOPPER TRENDS
RETAIL PANEL
OFFICIAL STATISTICS
GLOBAL STUDIES
5
RESEARCH DESIGN
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Target Group:
Top 8 Metros: Mumbai, • Main grocery buyers
Delhi, Chennai, Kolkata, and key influencers
• Males / Females
Pune, Ahmedabad, • Aged 18-65 years
Hyderabad, Bangalore • SEC A/B/C
Approx. 3800
Six 20 lac+ cities: Nagpur,
Jaipur, Indore, Gurgaon, respondents across 14
Noida, Lucknow
key markets Field work dates:
June-July 2013
Methodology
Random Sampling with Via face-to-face
boosters for MT shoppers Structured interviews at
respondent home
Consideration
The Shopper Trends study is based on in-home interviewing of the target respondents; hence the findings presented in the report
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are based on claimed behaviour, habits and spends.
SHOPPER PROFILE: STRUCTURE OF THE SHOPPER
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
SAMPLE
31%
34%
31%
69% 35%
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Base: All random shoppers(n=3758)
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
22% 11%
14% 1%
8%
15% 27%
19%
54% 32%
63%
34%
May 2013: 10.68% FY 2011-12: 6.2% Aug 2013: INR 71.2 Jan 2012: 131
India GDP
Fuel prices
Jan 2012: 5.32% projected FY 2013-14: 5.7% Jan 2012: INR 66 Jan 2013: 120
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CONSUMERS HAVE THEIR OWN WAYS TO ADAPT TO
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
INFLATION
Cutting nonessen- How do I How do I How do I
survive? Feeling the pinch
tials, some curb on Balance essentials balance? on lifestyle sustain?
essentials too vs. luxury
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Source: Qualitative consumer understanding
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
EXECUTIVE SUMMARY
Growth
15% FMCG 42% 52%
FY’12 : 18%
Growth
TT: 17% MT: 22% TT+MT: 17%
Urban: 15.6
13.2% %
Growth
14.5 17.2
Rural: %
Growth
%
18.7%
TT: 12% MT: 19% TT+MT: 13%
12.9
%
Source: Nielsen RMS, MAT June, 2013 Source: Nielsen RMS, MAT June, 2013
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Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Toilet Soap, Washing Powder and Det. Cakes are growing at less than 4% by Volume
GROCERY/OIL
MT GT 12%
1135 1276
18%
122 144
20
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
(Any Hypermarket/Supermarket)
8.91 7.91
7% 6% 7%
Only 7% of shoppers are early adopters, but we have approx 60% of shoppers
that can be influenced through a strong new product launch concept
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Base: All Shoppers (3758)
MT SHOPPERS SLOWLY LOOSING ON BEING
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
EXPERIMENTATION
ADOPTIVENESS: PROPENSITY TO EXPERIMENT
7% 9% (4) 6% (7)
2013 MT Shopper TT Shopper
Habitual
2012 2013
The decision on which store to shop at for
71
household groceries is an important decision and
73
it pays you to put effort into getting it right.
48
Grocery stores are all the same.
56
77
I just to go to the same store all the time.
72
5% 5%
Promotions rarely make me buy other brands
11% 14%
5%
11%
10%
11% I buy brands on promotion only when I like
such brands
11%
39%
I rarely switch stores but I actively seek
promotions when shopping
Interesting to note shoppers are now beginning to change stores for deals Promotion
Lovers
28
MT SHOPPERS MORE LIKELY TO SWITCH STORE TO
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
5% 4% 4%
Promotion rarely changes my brand choice
14% 13%
15%
10% 8% 12%
Only buy promotions when I already like the
brand
Promotion
Lovers
29
SWITCHING IS DRIVING BY THE NORTH AND WEST
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SHOPPERS
Loyalist
SENSITIVITY TO PROMOTIONS
5% 4% 8% 6%
13% Promotion rarely changes my brand choice
14% 20% 13%
14% 4%
10% 14% 7%
4% Only buy promotions when I already like the
18% brand
29% 30%
22% Change stores based on best promotions
10% 15% offered
Promotion
Lovers
30
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
MISSIONS DEFINITIONS
Daily Shop, non meal Urgent Item shopping
Fill-in / regular re-stocking Regular Stock-up
preparation - essential or emergency
Mainly come to take Mainly come to eat /buy l am visiting this store or
Buy grocery for Meal
advantage of special offer snack/ drink /lunch / dinner have come shopping to pass
preparation
or promotion now time / kill boredom
Special Occasion
Leisure shopping 3 5 2% 1
34
Base : All Traditional trade shoppers (n= 2443)
DISTANCE AND PERCEIVED HIGH PRICES ARE KEY
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
BARRIERS TO MT SHOPPING
REASONS FOR NOT SHOPPING IN MT STORES
2012
Distance from my home 82 75
Going to MT is not convenient to make small shopping trips 62 55
MT charge high prices 58 55
MT don't offer better quality products 35 44
Products bought from MT are generally not fresh 33
35
MT have greater stock outs 29
35
MT don't provide home delivery 36
32
MT don't offer credit facility 32
31
I don't get my community related products at MT 24
29
There are longer queues at MT 34
There is lots of rush at MT 42 28
35
Base : All Traditional trade shoppers (n= 2443)
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
36
RISING FOOD PRICES
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
38
Base: All shoppers (n = 3758)
7 IN 10 SHOPPERS HAVE CHANGED THE WAY
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Home &
Fresh
Personal care
Fresh Fruits & Vegetables Shampoo, Laundry detergents
82%
75%
73%
claim to have Impulse food Beverages
changed the way items
they shop
Chocolates, Salty snack & Biscuits Fruit Juices, Soft Drink, Mineral
water
83%
81% 64%
77%
74%
81% 39
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Buy in bulk
1.5
Staples
Look for discounts, coupons
1
Coffee/Tea
Laundry Detergents & HH
Cleaners Buy less imported products
0.5
Sanitary Protection
Shampoo & Hair Conditioner Bottled Mineral Water Which Price bands
Buy only essentials
Shop
0
often for needs only0 are important
-3 -2 -1 1 2 3 4
Buy Store brands Carbonated Soft Drinks here?
Discounts Shop at lower price stores
-0.5
Salty snacks
Chocolate & Biscuits
& value Packs Fruit Juices
-1
SHOPPERS
CHANNEL USUALLY SHOP CATEGORY
Modern Trade
Traditional Trade
Chocolate
Biscuit Laundry Detergent Milk based drink
Hair oils Shampoo Packaged juices
Skin cream /lotions Branded Atta Toiletries
Staples Cooking medium oil Sanitary napkins
Fruits & Vegetable
Meat & Chicken
Fresh fish or sea food
*Cross over shopper defined as those who shop at both MT & TT for the category 41
Base: All shoppers (n = 3758)
TWO IN FIVE SHOPPERS ARE ‘CROSS-OVER’
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SHOPPERS
CHANNEL USUALLY SHOP CATEGORY
8 7
15
25 26 23
26
33
27 31 30 27 28 30 7 6
35 39 39
29
19
40
39 38
44
61 57 56 48 49
53 47 37 37 58 59
56
51
34 37
31 28
21 21 23 23
15 15 15 18 18
Total Cooking Laundry Shampoo Toiletries Branded Packaged Milk Hair oils Skin care Sanitary Biscuit Chocolate Staples Fruits & Meat & Fresh
Oil atta juices based napkins Vegetable Chicken fish/sea
drinks food
Only TT TT+ MT Only MT
*Cross over shopper defined as those who shop at both MT & TT for the category 42
Base: All shoppers (n = 3758)
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Could you please tell when you most recently bought _________(MENTION CATEGORIES ) which of which of these things do you
recall happening during your last shopping trip at the store?
8. Price/ Promotion
1. Habitual : I just bought the same brand I
• Checked prices: I chose product after checking Price on the pack
always do • Bought on promotion: I chose a product that was on
promotion(for eg 1+1, freebee), in-store
2. Advertising : I chose a brand I’d seen • Discounted price: I bought a product that had a price off
advertised recently • Special display: I chose product from a special display on
discount
3. Voucher / free Coupon: I used a discount
9. Pack induced browsing
coupon (from manufacturer / retailer flyer) • Read pack description : I chose product after checking
information on the pack / packs
4. Family Preference: I bought one that family • Saw Shelf: I chose a new product that looked interesting, on
member/s prefer shelf
• Attractive pack: I was attracted to the product by its packaging
5. Accompanied/ Friend recommendation : I
10. Signage/poster: A sign, some graphics, a poster on the shelf, or
bought the one which someone an in-store TV advertisement, caught my attention
recommended 11. Saw near checkout : I just picked it up when I saw it at the
checkout
6. Accompanied person saw and bought: 12. Tested it in-store: I tried / tested / tasted the product in the
Accompanied me to buy that one store
13. Sales staff recommended: I chose the product a sales promoter
in-store recommended
7. Bought a New product/brand
The next 5 slide will analyze this Shopping behavior across categories 43
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
95 Shampoo
Fish or Seafood 136
95 Biscuit
Staples 120
90 Chocolates
Habitual
Fruit & Veg 107
or Auto- Skin
89 creams/lotions Browsers
Pilot Branded
100 Laundry
Atta/ Flour 88
Detergents
87 Personal
Milk based 99 Toiletries
products
86 Sanitary
Napkins
Cooking 98
oils/ghee 85 Packaged
Juice
(Index Vs Total)
>97:Above Norm
<97:Below Norm 44
Base: All shoppers (n = 3758)
WHEN WE KNOW MORE ABOUT HOW SHOPPERS
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Category E
IN-STORE INDEX
46
* See notes for attribute clubbed under Pre-store and In-store
MOST CATEGORIES PRESENT AN OPPORTUNITY FOR
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Push-Pull
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Base: All TT shoppers (n = 2443) * See notes for attribute clubbed under Pre-store and In-store
OPPORTUNITY TO ENGAGE WITH LAUNDRY AND
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BISCUIT SHOPPERS IN MT
HOW SELECTED CATEGORY DURING THE LAST SHOPPING TRIP
Chocolate
Biscuit
Hair Oils
Branded atta flour
Personel Toiletries Shampoo
Cooking mediums-oil , ghee
sanitary napkins
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Base: All MT shoppers (n = 1513) * See notes for attribute clubbed under Pre-store and In-store
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
SUMMARY
2 in 5 shopper the same categotory from from both MT & TT, higher
2 proportion for categories like Laundry, Shampoo, Atta & Cooking oil
For Auto-pilot categires like Branded Atta/Oil, Fresh: Ensure Availablility &
3 making it Easy-to-find in the store
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PRIVATE LABEL ON THE RISE
Store-own brands are widely accepted across the globe as
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
46% Beer
41% 45%
43%
Breakfast cereal
Carbonated Soft
Of shoppers bought Store- Drinks
Owned brands in the past 4
42% Coffee
weeks*
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Q: Have you bought a store brand in <category> in the past 4 weeks?
PRIVATE LABELS HAVE MUCH HIGHER SHARE THAN
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13.6%
8.6%
6.8%
5%
3.3%
1.7%
0.8%
52
PL HAS GROWN BY 22% OVER LAST YEAR AND
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
145456.00
117609.25
23.7%
% GROWTH
22.0%
5691.6 6946.5
COOKING
21% MEDIUM
17% 0% 24% OTHER FOOD
3% 52%
3% 0% PRODUCTS
11% 15% HOT
47% BEVERAGES
IMPULSE FOOD
19% 20%
5% 8% PRODUCT
0% 76%
22% PACKAGED
GROCERY
SALTY SNACKS 277 6% 24% 32% VALUE OFFTAKE PERIOD MAT DEC‘12
SPICES 273 10% 12% 9% PL PENETRATION IN THE CATEGORY MT SALES
REFINED EDIBLE OILS 231 2% 420% 25% PL VALUE GROWTH (MAT DEC‘12 OVER MAT DEC‘11)
BISCUITS 181 2% 64% 26%
MT VALUE GROWTH (MAT DEC‘12 OVER MAT DEC‘11)
VERMICELLI & NOODLE 152 4% 9% 20%
55
Source : Nielsen RI (FMCG + MT Exclsv Audit)
FOR MOST OF THE CATEGORIES THE PL GROWTH IS
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ALL AIR FRESHNERS 86 10% 32% 40% VALUE OFFTAKE PERIOD MAT DEC‘12
TOOTH BRUSH 54 5% -18% 24% MT VALUE GROWTH (MAT DEC‘12 OVER MAT DEC‘11)
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PRICE AND NO PERCEIVED DIFFERENCE IN QUALITY
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Word of mouth 13
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Base: All MT shoppers who know private label
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77 79 78 78
75 76 75 75 75 74 75 75 75 74 74
71 70 69 72 70 71 72 70
68 68 67 67 68 68 68 66 67
64 65
Total
CSD
Chocolate bars
Salty Snacks
Coffee
Toothpaste
Beer
Deodorant
Baby diapers / nappies
Breakfast cereal
Hair shampoo
Ice cream
Laundry detergent
Tea
Toilet cleaner
Yoghurt
Source: Category Shopping Fundamentals
Nielsen Syndicated study across 30 countries
2013
45
20
15
12
8
5 5
Big Bazaar/ Reliance Metro Spencers Easy Day D-mart Star bazaar
Pantaloons
59
Base: All MT shoppers who know private label
BIG BAZAAR AND D-MART LEAD ON STORE BRANDS
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BEING BOUGHT
PURCHASERS OF STORE BRANDS IN PAST 4 WEEKS
Big Bazaar 26
Buyers
Non- of Spencers 3
Buyers Private
of Label in
Private P4W, 48
Label, 52
Easy day 3
D-mart 7
Star
bazaar 2
60
Base: All MT shoppers who know private label
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Base: All MT shoppers who know private label
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UNDERSTAND THE QUALITY GAP DIFFERENCE TO
DEVELOP TAILORED CATEGORY STRATEGY AND
TACTICS
Manufacturer Retailer
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RETAIL BANNER PERFORMANCE
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WINNING BRANDS™
The Winning Brands™ model is Nielsen’s proprietary approach to monitor brand equity and brand
condition. In the Shopper Trends study this methodology is used to understand the complexity of
retailer choice and to identify the brand equity of retailer chains.
Brands’
A huge benchmarking
Brand Equity database for various
Model sectors and categories.
64
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
We identify the image of the brand and other We measure brand equity by analysing consumer
sources of value in order to get a better response evoked by the brand, associations around it
understanding of the source of brand equity. and brand consideration. This gives us reliable information
This helps to build a hierarchy of importance in concerning the market position of the brand.
marketing efforts.
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STORE EQUITY INDEX (SEI) – WHAT IS IT BUILT
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
UPON
What is brand equity and what are its key elements?
SOURCE OUTCOMES
Awareness (%)
Preferences
Loyalty
Recommendations
Consideration (%) Store Equity
Index
Connotations (%) Higher price Readiness to pay more
(SEI-Store Equity
Connotations (%) Index)
Store location Readiness to travel further
Connotations (%)
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STORE EQUITY INDEX (SEI)
STRENGTH OF RETAIL BANNERS
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