cucumber report brand health & demographics source: nielsen homescan data until 3 rd of...
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Cucumber ReportBrand Health& Demographics
•Source: • Nielsen Homescan data until 3rd of September 2011• Nielsen Scantrack data (National Woolworths) until 28th August 2011
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
77.5 % of Australian Households purchased Cucumbers; spending on average $ 17 in the last year, which equates to 9.4 shopping
trips and $1.8 spent per shopping trip
Cucumber…..
Looking at trended information we can see that price spikes during this year natural disasters, have remained higher than previous year levels.
However, during the last 2 periods, prices per kilo have started to decrease, closing the gap
with previous year’s
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Cucumber…..
Woolworths has held the dominant share of the Cucumber trade, whilst Coles has share gains at expense of IGA, Independents and Green Grocers
Despite Cucumber price increase, most household segments remained purchasing it; however “Bustling Families” (HH
with children above 12yo) segment was the only one where cucumber decreased its penetration.
Most of the cucumber’s additional value come from current cucumber buyers, while those who decided not to buy it more are spending more in Pumpkin & Tomato
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Homescan Overview
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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
• 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
Store-Level Scanning Sales Household Panel Information
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Purchase data is automatically modemed back to Nielsen via
the telephone lineNielsen processes the data together with stringent QC
checking
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 outlet and takes
them home
Information is supplied via Advisor i-sights to clients to evaluate consumer and retail trends.
Start with a panel that is statistically representative of
Australian households
How does Household Panel Information (Homescan) work?
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Key Measures
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During the last year the number of Australian Households purchasing cucumbers decrease by 96k, however those who keep purchasing, spent $2.1 more than previous year in the commodity.
* New Nielsen Scanning guides began capturing loose Asian Vegetables, Celery and Capsicum purchasing despatched to panel in Sept 2009
*NB - Fresh Salads contain all pre-packed salads
Nielsen Homescan data until 3rd September 2011
This chart compares Cucumber household reach (penetration) against some other
vegetables. Blue represents year ago while yellow represent current year
This chart show the average household spend across various vegetable
commodities.
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Households that buy Cucumbers are purchasing the commodity less often, 9.4 times compared to 9.6 times last year, however they are spending $0.3 more in every shopping trip.
* New Nielsen Scanning guides began capturing loose Asian Vegetables, Celery and Capsicum purchasing despatched to panel in Sept 2009
*NB - Fresh Salads contain all pre-packed salads
Nielsen Homescan data until 3rd September 2011
This chart compares how frequently Cucumber is purchased
each year compared to other vegetable commodities
Households are spending approximately $1.80 each time they purchase Cucumber.
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Average household spend on Vegetables peaked immediately following the natural disasters in February
Cyclone Yasi
QLD Floods
Nielsen Homescan data until 3rd September 2011
This chart shows that the average household increased their spend (red
line) on Vegetables in the periods during & after the natural disasters.
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Over a two year period we can see that average weight of purchase has increased over the Cyclone Yasi period and has remained at higher levels than a year ago.
Cyclone Yasi
QLD Floods
Nielsen Homescan data until 3rd September 2011
During peak seasons, average household spend decreased (red line) as the
number of households increased (blue bars)
Cucumber peak season November- April
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Growth in $AWOP are linked to increases in spend per shopping occasion
Cyclone Yasi
QLD Floods
Nielsen Homescan data until 3rd September 2011
Green Line: how many times consumers buy it – it is
stable.
Yellow Line: How much they spend each time. It increased
in the last period to $2.3
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Looking at Woolworths information, Cucumber volume sales have declined by -5.9%, however total value grew more than 19% due to the effect of price increase (+2.9 $/Kg)
Nielsen ScanTrack data until 28th August 2011
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Looking at trended Woolworths information, the affects of Queensland natural disasters can be seen, however during the last two periods, prices started to close the gap with levels from a year ago.
Cyclone Yasi
QLD Floods
Nielsen ScanTrack data until 28th August 2011
Blue Line: Price per Kg. $19.90 in latest period vs. $14. 07 last year.
Yellow Bar: Kgs sold by Woolworths during each
period.
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The overall positive value change during the last 52 weeks can be traced mostly from Existing Cucumber buyers, while most of the lost value went to Pumpkin & Tomatoes
Most of the value growth (4.1%), come from existing buyers and in
a smaller proportion from new cucumber buyers
Those few households that stop buying cucumber, increase their
spend mostly in Tomatoes & Pumkin
Category Expansion/Contraction
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Demographics
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Despite penetration is even in most demographics groups, Bustling Families segment show an excellent opportunity to recover its previous level and capitalise the increase it has on spend.
Nielsen Homescan data until 3rd September 2011
The green bar represents the percent of each demographic purchasing in latest
period with the red bar representing the
percentage last year
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Low & Medium income households decreased their value importance for cucumber, while High income households accounts for almost half of cucumber value
Opportunity exists develop Low and Medium income households
Nielsen Homescan data until 3rd September 2011
Low & Medium Income households have decreased their importance in
value during the last year
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1-2 member households have had the most significant contribution to value sales within Cucumbers, however still opportunity to increase reach within this household size
Nielsen Homescan data until 3rd September 2011
By far, 1-2 member household size is the most important demographic as they account for 48.4% of sales.
Opportunity to increase reach as 1- 2 member household has the
lowest penetration
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Share of Trade
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Coles has gained 1.9% share points over the last year growing at 22% at expense of IGA, Independents and Green Grocers
Nielsen Homescan data until 3rd September 2011
This pie chart shows how is the Cucumber value distribution among different retailers/classes of trade
This show the actual sales values percentage growth/decline behind the
share of trade changes
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Coles has gained share through increasing average household spend and penetration
Nielsen Homescan data until 3rd September 2011
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Coles variation in AWOP is a result of increases in spend per occasion, while Aldi also show increases in purchase frequency
Nielsen Homescan data until 3rd September 2011
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Copyright © 2011 The Nielsen Company. Confidential and proprietary.
Glossary
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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.
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Lifestage Demographic Definitions
Young TransitionalsAdult households (no children <=17)Head of household <35
Small scale familiesHouseholds with oldest child 6-11 years
Start-up familiesHouseholds with young children only, oldest child < 6
Bustling familiesHouseholds with oldest child 12-17 years
Senior CouplesTwo (2) or more adults (No children <=17)Head of household 60 or over
Independent singlesOne (1) person adult household (No children <=17)
Head of household >=35Established Couples
Two (2) or more adults (No children <=17)Head of household 35-59
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Young Transitionals,
15%
Start Up Families,9%
Small Scale Families,11%
Bustling Families,16%
Independent Singles,17%
Established Households,
18%
Senior Couples,
14%
Lifestage Distribution of Households
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Scanning guide enhancements were introduced in August 2009, providing greater depth of information…
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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.
New/Lost Brand Buyers
Gains or Losses within the Focus
Brands by Households who
added/omitted the focus brand to their category
purchases.
Existing brand buyers
The Focus Brand experienced gains/losses
from households who
increased/decreased their
purchases of the focus brand
SwitchingIncludes
households who shifted their focus
brand purchases
from/to alternative
category items.
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Appendix
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Whilst Woolworths has held a dominating share of Cucumbers with 32.9% share, Cucumbers are well developed in both Coles and Green Grocers. Coles is rapidly closing the gap with WW.
Nielsen Homescan data until 3rd September 2011
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