celery report brand health & demographics

Celery ReportBrand Health& Demographics

• Source: • Nielsen Homescan data until 29th October 2011• Nielsen Scantrack data (National Woolworths) until 23rd October 2011

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Copyright © 2011 The Nielsen Company. Confidential and proprietary.

Celery…..During last year, 68% of Australian Households purchased Celery,

spending on average $9 and buying approximately 2 kilos this commodity in the same period..

Looking at Woolworths scanned information, Celery volume increased by 1%, while from a value perspective it grew by 3.5%

Celery buyers are purchasing it less ,however this was compensated by a slight increase in the amount spend per occasion

While WW, Coles and Green Grocers lead Celery trade, Green Grocers and Coles have manage to increase their importance during last year

Opportunity to improve Celery penetration and average spend per year at Established Couples segment

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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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What is driving how much my consumers buy? - Brand Health - ValueAUS | MAT TO 26/11/2011 | Based on Value ($000s)/1000

Source : ACNielsen Homescan Australia

Source: Nielsen l Homescan Australia

During last year, Celery penetration has decreased by 1.3%, while Celery buyers are spending $9 per year and purchasing about 2 kilos of the commodity per household. This chart compares Celery

household reach (penetration) against other vegetables. Blue

represents year ago while yellow represent current year

This chart show the total average household spend across various

vegetable commodities.

This chart show the total average household volume purchase across

various vegetable commodities.

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What is driving how much my consumers buy? - Brand Health - ValueALL SHOPPERS - AUS - MAT TO 26/11/2011 - BASED ON VALUE ($000'S)/1000


Celery buyers are purchasing the commodity less often than a year ago (5 times), however this was compensated by a slight increase in the amount spend during each shopping trip ($1.8)

This chart compares how frequently Celery is purchased each year compared to other vegetable

commodities

Households are spending approximately $1.80 each time they purchase Celery

Households are spending in total, approximately $9 per year in Celery

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What is driving how much my consumers buy? - Brand Health - ValueAUS | MAT TO 26/11/2011 | Based on Value ($000s)/1000


The total volume decrease was a result of a slight drop in the shopping frequency, while volume per occasion maintained its previous level.

Source: Nielsen l Homescan Australia

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How are the key consumer drivers of sales changing over time? - Brand Health - ValueALL SHOPPERS - AUS - TOTAL VEGETABLES - BASED ON VALUE ($000'S)/1000


Average household spend on Vegetables peaked immediately following the natural disasters in February

Cyclone Yasi

QLD Floods

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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How are the key consumer drivers of sales changing over time? - Brand Health - ValueALL SHOPPERS - AUS - TOTAL CELERY - BASED ON VALUE ($000'S)/1000


Over a two year period we can see that average value weight of purchase has increased over the Cyclone Yasi period, however it has decreased at levels below than a year ago.

Cyclone Yasi

QLD Floods

During peak seasons, average household spend decreased (red line) as the number of households

increased (blue bars)

Celery peak season January - August

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What is driving how much my consumers buy over time? - Brand Health - ValueALL SHOPPERS - AUS - TOTAL CELERY - BASED ON VALUE ($000'S)/1000


Variation in $AWOP are linked to changes in the level of spend per shopping occasion

Cyclone Yasi

QLD Floods

Green Line: how many times consumers buy it – it is

stable.

Yellow Line: How much they spend each time. For November, this index

reached: $1.6


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Table Report | Nat Woolworths - T. Celery | T. Fresh Fruit and VegetablesUnits of Measure: Units = System Units(000's) | Volume = Kilograms(000's) | Value = $ (000's)

MAT To 21/11/2010 MAT To 20/11/2011

Kilograms(000's)

$ (000's)

Price per Vol (Kg)

6,660.9

21,182.5

$3.18

6,730.2

21,935.1

$3.26

SOURCE: Nielsen Australia ScanTrack (HAL_FRESH_FRUIT_VEGETABLES )

Looking at Woolworths information, Celery volume increased by 1%, while value did by 3.5% as prices increased by 8 cents.

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Table Report | Nat Woolworths - T. Celery | T. Fresh Fruit and VegetablesUnits of Measure: Units = System Units(000's) | Volume = Kilograms(000's) | Value = $ (000's)

SOURCE: Nielsen Australia ScanTrack (HAL_FRESH_FRUIT_VEGETABLES )

Looking at trended Woolworths information, the affects of Queensland natural disasters can be seen however, prices have dropped at levels below than a year ago.

Cyclone Yasi

QLD Floods

Blue Line: Price per Kg. $2.36 in latest period vs.

$3.03 last year.

Yellow Bar: Kgs sold by Woolworths during each

period.


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Demographics

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Who buys my brand? (Lifestage) - Demographics - ValueAUS - TOTAL CELERY - MAT TO 26/11/2011 - BASED ON VALUE ($000'S)/1000


While most segments show mixed results, there is opportunity to improve performance at Established Couples on Penetration and average spend per year. 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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Who buys my brands? (Income) - Demographics - ValueAUS - TOTAL CELERY - MAT TO 26/11/2011 - BASED ON VALUE ($000'S)/1000


From a Household income perspective, opportunities arise to recover penetration at Medium and High income households.

High Income households have increased their importance in value at expense of

Low income during the last year

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Who buys my brands? (Household Size) - Demographics - ValueAUS - TOTAL CELERY - MAT TO 26/11/2011 - BASED ON VALUE ($000'S)/1000


1-2 member households have had the most significant contribution to value sales within Celery, however still opportunity to increase reach within this household size

1-2 member household size is the most important demographic as they

account for 58% 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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Share of Trade - Share of TradeALL SHOPPERS - MAT TO 26/11/2011 - TOTAL CELERY - BASED ON VALUE ($000'S)/1000

Source : ACNielsen | Homescan Australia

While WW, Coles and Green Grocers lead Celery trade, Green Grocers and Coles have manage to increase their importance during last year.

This pie chart shows how is the Celery value distribution among different

retailers/channels of trade

This show the actual sales values percentage growth/decline behind the share

of trade changes

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ALL SHOPPERS - TOTAL CELERY Consumer KPI'sValue Basis: VALUE ($000'S) Source: Nielsen Homescan

While Green Grocers and Coles increased their share, WW decline was a result of an important drop in the penetration for this commodity

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What is driving how much my consumers buy? - Brand Health - ValueALL SHOPPERS - AUS - MAT TO 29/10/2011 - BASED ON VALUE ($000'S)/1000


Buyers have increased their total spend and spend per occasion for all Channel/Retailers.

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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 DefinitionsYoung Transitionals

Adult 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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Source of Growth / Decline - Bulla Premium Family Tubs | Based on UnitsFor Period MAT to 19/02/2011 vs YA | Relative to Total Ice Cream

Incremental / Lost Category Sales

65.5

1.1

18.1

27.8

18.5

Total %Change in

Volume

New/LostCategoryBuyers

Cat Exp/Cont- Retained

BrandBuyers

Cat Exp/Cont- New/Lost

BrandBuyers

SwitchingTotal

% Change In Volume Due To Switching To/From…

-0.5-0.5-0.2-0.1-0.1

-0.10.10.10.10.10.10.20.20.20.30.40.40.50.50.50.60.60.80.91.21.21.41.5

1.86.2

-0.1-0.1

PL MPs (79) Billabong MPs (163.6)

Magnum Temptation MPs (191.8) Magnum Other MPs (127.2)

Bulla Creamy Classic MPs (102.3) Paddle Pop Regular MPs (208.6)

Splice MPs (204.2) Connoisseur Tubs (154.9)

Bulla Premium Family Tubs (112.5) W eiss MPs (117.1)

Calippo MPs (138.8) Sara Lee Tubs (115.4)

Bulla Health Tubs (151.6) Blue Ribbon Regular Tubs (84.7)

Icy Pole MPs (129.8) Maxibon MPs (92.7)

Bulla Fruit & Yog MPs (159.2) Weis Tubs (144.3)

Bulla Bars MPs (253.7) Gaytime MPs (134.4)

Blue Ribbon Light Tubs (143.9) Paddle Pop W ater Ice MPs (116.6)

Frosty Fruit MPs (137.6) Magnum Minis MPs (97.6)

Bulla Splitz MPs (114.9) Heaven MPs (135.3)

Cornetto MPs (121.9) PL Tubs (76)

Drumstick MPs (112.2) Bulla Everyday Family Tubs (146.7)

Other Nestle MPs (121.1) All Other (74.4)

Source: ACNielsen | Homescan® (Australia) - Issue # 467940

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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What is driving grocery sales? (Account Comparison) - Bigger Picture - ValueALL SHOPPERS - TOTAL CELERY - SHARE OF TRADE ($)

Source : ACNielsen | Homescan Australia

celery report brand health & demographics

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