cucumber regular analysis year to 29/11/2014. copyright ©2012 the nielsen company. confidential and...
TRANSCRIPT
CUCUMBER REGULAR ANALYSISYEAR TO 29/11/2014
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1. Market Overview
2. Demographics
3. Retail Health Situation by State
Agenda
This analysis is part of a vegetable consumer purchase data project funded by HIA using the vegetable levy and matched funds from the Australian Government. This report captures only Fresh Vegetables and excludes processed vegetables (e.g. Fresh Sweet Corn excluding Canned Sweet Corn; Fresh Beans excluding Canned Beans).
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HIGHLIGHTS
RECOMMENDATIONSAim to regain lost demographic buyers especially Senior Couples, Small Scale Families, and Bustling Families who have high propensity to consume. Raise the relevance of Cucumbers for healthy snacking, salads, and other fresh applications.
Supermarkets are outperforming Non-supermarket in value growth. Green Grocers to adopt winning strategies employed by the majors such as pre-pack, pre-wash, or highlighting the quality of crop.
Adopt winning tactics employed in NSW to other states, as it is the only state growing buyer base and consumption for Cucumbers.
Cucumber represents 5.4% of volume and 4.3% of value market share. Its buyer base has increased this year, with a rise in average $ spend on Cucumber compared to last year.
Senior and Established Couples overall contribute 41% of Cucumber volume sales. Note that there is a drop in Cucumber-buying Senior Couple, Bustling Families, Small Scale Families and Young Transitional households.
Larger households (3+ members) are the key buyers for Cucumber and account for more than half of it’s volume sales. Smaller Households (1-2 members) have added households to their buyer base this year.
All retailers contributed to the value sales growth of Cucumber this year. Aldi’s momentum is strongest while Woolworths, Coles and Non-supermarkets which account for 77% of Cucumber volume sales are lagging behind.
Almost two-thirds of Woolworths shoppers who buy Cucumber, prefer to purchase it at Woolworths stores, whereas this conversion rate is almost 61% for Coles.
NSW is the only state where consumption of Cucumber has seen an increase this year with also 6,953 additional households in their buyer base this year.
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The
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Market OverviewCucumber
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Share of Market VolumeTotal VegetablesAustralia
Share of Market ValueTotal VegetablesAustralia
Cucumber increased its market share to represent 4.3% of total value sales of Vegetables while total volume market share has declined to 5.4% this year compared to last year.
Source: Nielsen Homescan
Last year This year
16.9% 16.7%
11.8% 11.3%
4.8% 4.4%
13.6% 14.5%
4.3% 4.0%2.9% 3.1%2.4% 2.6%
8.0% 7.5%
7.6% 7.5%
3.8% 4.3%
Last year This year
23.9% 24.2%
22.8% 22.2%
10.7% 11.0%
11.0% 10.6%
10.3% 10.1%
5.6% 5.8%4.7% 5.2%3.1% 3.2%2.1% 2.3%
5.6% 5.4%
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T. Vegetables T. Cucumbers Tomatoes Carrots Zucchini Sweet Corn Asian Veg-etables
Fresh Salad
357.1
17.050.8
18.0 12.0 13.5 10.6 35.1
381.8
20.158.2
17.9 13.7 13.9 11.1 36.3
T. Vegetables T. Cucumbers Tomatoes Carrots Zucchini Sweet Corn Asian Veg-etables
Fresh Salad
89.0
6.2 10.2 10.03.3 3.3 1.6 2.5
87.9
5.8 9.8 10.23.3 3.3 1.7 2.6
T. Vegetables T. Cucumbers Tomatoes Carrots Zucchini Sweet Corn Asian Veg-etables
Fresh Salad
99.7
80.795.5 94.2
64.755.0
33.6
76.8
99.7
80.995.1 94.4
63.454.4
32.9
78.3
How many Households buy
annually?
How much (Kg) do they buy per year?
How much ($) do they spend per year?
This YearLast year
Source: Nielsen Homescan
Cucumber added 17,534 households this year and their average spend has also increased significantly compared to last year.
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How much ($) do they spend per occasion?
How much (Kg) do they buy per occasion?
How often do they buy annually?
Source: Nielsen Homescan
T. Vegetables T. Cucumbers Tomatoes Carrots Zucchini Sweet Corn Asian Veg-etables
Fresh Salad
50.3
10.116.9
11.46.8 5.3 4.3
8.0
50.7
10.016.5
11.36.7 5.2 4.5
8.1
T. Vegetables T. Cucumbers Tomatoes Carrots Zucchini Sweet Corn Asian Veg-etables
Fresh Salad
1.77
0.62 0.610.88
0.490.62
0.36 0.31
1.73
0.59 0.59
0.90
0.490.63
0.38 0.32
T. Vegetables T. Cucumbers Tomatoes Carrots Zucchini Sweet Corn Asian Veg-etables
Fresh Salad
7.10
1.69
3.01
1.59 1.772.58 2.44
4.39
7.53
2.02
3.53
1.592.06
2.64 2.49
4.48
Spend per trip on Cucumber rises $0.33 compared to last year. However, volume per trip is down 0.03 kg. Could this be driven by a shift to smaller cucumber varieties?
This YearLast year
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9Source: Nielsen Homescan`
4 W
/E 2
9/12
/201
2
4 W
/E 2
6/01
/201
3
4 W
/E 2
3/02
/201
3
4 W
/E 2
3/03
/201
3
4 W
/E 2
0/04
/201
3
4 W
/E 1
8/05
/201
3
4 W
/E 1
5/06
/201
3
4 W
/E 1
3/07
/201
3
4 W
/E 1
0/08
/201
3
4 W
/E 0
7/09
/201
3
4 W
/E 0
5/10
/201
3
4 W
/E 0
2/11
/201
3
4 W
/E 3
0/11
/201
3
4 W
/E 2
8/12
/201
3
4 W
/E 2
5/01
/201
4
4 W
/E 2
2/02
/201
4
4 W
/E 2
2/03
/201
4
4 W
/E 1
9/04
/201
4
4 W
/E 1
7/05
/201
4
4 W
/E 1
4/06
/201
4
4 W
/E 1
2/07
/201
4
4 W
/E 0
9/08
/201
4
4 W
/E 0
6/09
/201
4
4 W
/E 0
4/10
/201
4
4 W
/E 0
1/11
/201
4
4 W
/E 2
9/11
/201
4
46.4 47.3
41.5 40.537.1
33.027.8
25.2 26.7
33.5
39.2
45.7 44.4 44.847.3
44.139.4 39.1
32.2 30.1
24.227.0 27.2
32.0
45.8 46.9
1.01.1
1.01.0
1.0 1.0 1.00.9
1.0 1.0 1.0
1.11.1
1.0 1.01.0
0.90.9 0.9 0.9 0.9 0.9 0.9 0.9
1.1 1.1
Penetration of households Average volume per household every 4 weeks
Recent November shows more cucumber buying households than the same month in 2013. Average kg consumption has seen no change.
Kg
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10Source: Nielsen Homescan
4 W
/E 2
9/12
/201
2
4 W
/E 2
6/01
/201
3
4 W
/E 2
3/02
/201
3
4 W
/E 2
3/03
/201
3
4 W
/E 2
0/04
/201
3
4 W
/E 1
8/05
/201
3
4 W
/E 1
5/06
/201
3
4 W
/E 1
3/07
/201
3
4 W
/E 1
0/08
/201
3
4 W
/E 0
7/09
/201
3
4 W
/E 0
5/10
/201
3
4 W
/E 0
2/11
/201
3
4 W
/E 3
0/11
/201
3
4 W
/E 2
8/12
/201
3
4 W
/E 2
5/01
/201
4
4 W
/E 2
2/02
/201
4
4 W
/E 2
2/03
/201
4
4 W
/E 1
9/04
/201
4
4 W
/E 1
7/05
/201
4
4 W
/E 1
4/06
/201
4
4 W
/E 1
2/07
/201
4
4 W
/E 0
9/08
/201
4
4 W
/E 0
6/09
/201
4
4 W
/E 0
4/10
/201
4
4 W
/E 0
1/11
/201
4
4 W
/E 2
9/11
/201
4
46.4 47.3
41.5 40.537.1
33.027.8
25.2 26.7
33.5
39.2
45.7 44.4 44.847.3
44.139.4 39.1
32.2 30.1
24.227.0 27.2
32.0
45.8 46.9
2.5 2.5
3.12.8 2.8
2.5 2.5 2.5
3.1 3.2 3.0 2.9 2.8 2.9 3.03.3 3.4
2.9 2.9 3.03.5
3.7
4.55.0
3.6
2.9
Penetration of households Average $ spend per household every 4 weeks
Average spend has seen a slight $0.10 increase in the latest month compared to same period year ago.
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11Source: Nielsen Homescan
4 W
/E 2
9/12
/201
2
4 W
/E 2
6/01
/201
3
4 W
/E 2
3/02
/201
3
4 W
/E 2
3/03
/201
3
4 W
/E 2
0/04
/201
3
4 W
/E 1
8/05
/201
3
4 W
/E 1
5/06
/201
3
4 W
/E 1
3/07
/201
3
4 W
/E 1
0/08
/201
3
4 W
/E 0
7/09
/201
3
4 W
/E 0
5/10
/201
3
4 W
/E 0
2/11
/201
3
4 W
/E 3
0/11
/201
3
4 W
/E 2
8/12
/201
3
4 W
/E 2
5/01
/201
4
4 W
/E 2
2/02
/201
4
4 W
/E 2
2/03
/201
4
4 W
/E 1
9/04
/201
4
4 W
/E 1
7/05
/201
4
4 W
/E 1
4/06
/201
4
4 W
/E 1
2/07
/201
4
4 W
/E 0
9/08
/201
4
4 W
/E 0
6/09
/201
4
4 W
/E 0
4/10
/201
4
4 W
/E 0
1/11
/201
4
4 W
/E 2
9/11
/201
4
2.5 2.53.1
2.8 2.8 2.5 2.5 2.53.1 3.2 3.0 2.9 2.8 2.9 3.0
3.3 3.42.9 2.9 3.0
3.5 3.7
4.55.0
3.6
2.9
1.51 1.45
1.831.68
1.741.58 1.62 1.63
1.94 1.951.84
1.69 1.671.78 1.72
1.942.06
1.79 1.82 1.88
2.202.30
2.87
3.11
2.09
1.661.61.8
1.7
1.71.6 1.6
1.6 1.5 1.6 1.6 1.61.7 1.7
1.61.7
1.7 1.7 1.61.6
1.6 1.6 1.6 1.6 1.61.7
1.7
Average $ spend per household every 4 weeks $ spend per purchase occasion Average purchase occasions every 4 weeks
The spend per household in the latest 4 weeks has normalised after reaching a peak in September this year.
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DemographicsCucumber
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14Source: Nielsen Homescan
Distribution of BuyersAustralia
Distribution of VolumeAustralia
Last Year This Year
6% 7%
11% 10%
15% 15%
9% 9%
18% 17%
23% 23%
18% 18%
Last Year This Year
7% 7%
16% 15%
17% 17%
7% 7%
13% 12%
22% 22%
18% 19%
Couples (Senior + Established) households overall contribute 41% of Cucumber volume sales with Senior Couples accounting for slightkly more this year.
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How many Households buy
annually?
Note: The difference in the bar heights for same data labels is due to the difference in decimal points. The data has been rounded up to one decimal point. Source: Nielsen Homescan
How often do they buy annually?
How much (Kg) do they buy per occasion?
ALL SHOPPERS START UP FAM-ILIES
SMALL SCALE FAMILIES
BUSTLING FAMILIES
YOUNG TRANSITION-
ALS
INDEPENDENT SINGLES
ESTABLISHED COUPLES
SENIOR COUPLES
80.7 83.3 87.8 88.280.4
66.382.4 85.880.9 85.7 87.3 86.1
79.067.0
84.6 84.4
ALL SHOPPERS START UP FAM-ILIES
SMALL SCALE FAMILIES
BUSTLING FAM-ILIES
YOUNG TRANSITION-
ALS
INDEPENDENT SINGLES
ESTABLISHED COUPLES
SENIOR COUPLES
10.1 10.612.5
10.6
8.0 8.49.9
11.010.0 10.2
12.210.8
7.9 8.39.6
10.9
ALL SHOPPERS START UP FAM-ILIES
SMALL SCALE FAMILIES
BUSTLING FAM-ILIES
YOUNG TRANSITION-
ALS
INDEPENDENT SINGLES
ESTABLISHED COUPLES
SENIOR COUPLES
0.62 0.660.73
0.650.57 0.53
0.61 0.590.59 0.610.71
0.61 0.570.50
0.58 0.55
Bustling Families post the highest drop in Cucumber-buying households which is offset by a rise in their average trips
This YearLast year
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Distribution of BuyersAustralia
Distribution of VolumeAustralia
Last Year This Year
55% 55%
17% 17%
17% 17%
11% 11%
Last Year This Year
45% 45%
19% 19%
21% 21%
15% 15%
Larger households (3+ members) are the key buyers for Cucumber and account for 55% of the volume sales while comprising of 45% of buyer base.
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How many Households buy
annually?
How often do they buy annually?
How much (Kg) do they buy per occasion?
ALL SHOPPERS HH SIZE 1-2 MEMBERS HH SIZE 3 MEMBERS HH SIZE 4 MEMBERS HH SIZE 5+ MEMBERS
80.7 75.984.0 89.2 90.2
80.9 76.385.8 89.1 87.6
ALL SHOPPERS HH SIZE 1-2 MEMBERS HH SIZE 3 MEMBERS HH SIZE 4 MEMBERS HH SIZE 5+ MEMBERS
10.19.1
10.9 11.3 11.710.0
9.010.8 11.3 11.4
ALL SHOPPERS HH SIZE 1-2 MEMBERS HH SIZE 3 MEMBERS HH SIZE 4 MEMBERS HH SIZE 5+ MEMBERS
0.620.56
0.64 0.660.74
0.590.53
0.60 0.640.71
Despite the dominance of larger households, Smaller Households (1-2 members) added 16,384 Cucumber households to its buyer base.
This YearLast year
Note: The difference in the bar heights for same data labels is due to the difference in decimal points. The data has been rounded up to one decimal point. Source: Nielsen Homescan
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The
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Retail HealthSituation by StateCucumber
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Share by RetailersThis YearCucumber
Sales vs. Last YearThis year vs. Last yearCucumber
Other Supermarkets
Non Supermarkets
Volu
me
Valu
e
Coles and Woolworths witnessed a decline of in their volume sales of Cucumber. Note Aldi’s strong momentum while Green Grocers are lagging behind.
Source: Nielsen Homescan
32%
5%
11%7%
25%
20%
1%
18%14%
-7%-8%
-17%
-5%
13%
33%
44%
7%
22%17%
20%
20%
4%
12%
7%33%
24%
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Source: Nielsen Homescan Total Market: AUS Shared to: T. Fresh Frt Veg Dried Frt Nut Condition: Defined Market: AUS Defined Product: T. Fresh Frt Veg Dried Frt Nut Defined Fact: Purchase Value Defined Period: MAT TO 29/11/2014
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Homescan isights v3.0 .Dictionary v1.5
Source: Nielsen Homescan
Almost two-thirds of Woolworths shoppers are purchasing Cucumber on their trips to Woolworths. This conversion rate fairs well with other comparable vegetables except Tomatoes, Fresh Salad and Carrots.
Account Shopper ConversionYear to 29/11/2014| Woolworths (WW)
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Source: Nielsen Homescan Total Market: AUS Shared to: T. Fresh Frt Veg Dried Frt Nut Condition: Defined Market: AUS Defined Product: T. Fresh Frt Veg Dried Frt Nut Defined Fact: Purchase Value Defined Period: MAT TO 29/11/2014
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Homescan isights v3.0 .Dictionary v1.5
Source: Nielsen Homescan
Coles is able to convert 61% of their grocery buyers to purchase Cucumber while shopping in Coles.
Account Shopper ConversionYear to 29/11/2014 | Coles
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77.9 77.9
5.65.1
SA + NT (11%)
WA (10%)VIC (23%)
NSW (35%)
QLD (17%)
WA (12%)
Average KG per Buyer
Penetration this year vs. last year
( ) State share of Cucumber $ sales consumption
Is there a particular State driving the category performance?
Source: Nielsen Homescan
82.4 82.7
6.0
5.2
87.2 87.2
6.65.9
78.7 79.3
5.3
4.8
82.6 82.8
7.4 7.5
Consumption has decreased across all states except NSW.
All the states have seen stable or an increase in number of households buying Cucumber.
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