malmö, may 2010
DESCRIPTION
Green Giant - Usage & Attitudes Strategic Market and Product Tracking Sweden & Norway General Mills International SARL. Malmö, May 2010. 2. Overall impression. 2. Overall impression. 2. Statements – choosing a more expensive canned sweet corn. 2. Statements. 2. Statements. - PowerPoint PPT PresentationTRANSCRIPT
Malmö, May 2010
Green Giant - Usage & AttitudesStrategic Market and Product TrackingSweden & NorwayGeneral Mills International SARL
Overall impression2
15. What is your overall impression of the following brands when it comes to cans and jars of vegetables?
Base: Buys sweet corn at least once or twice every six months and are aware of specific brand
2%
1%
2%
2%
3%
3%
3%
6%
3%
11%
14%
5%
2%
3%
2%
5%
3%
4%
16%
7%
10%
16%
11%
21%
25%
9%
18%
33%
47%
51%
57%
62%
57%
66%
64%
59%
66%
48%
45%
79%
38%
39%
34%
36%
26%
26%
21%
16%
19%
17%
15%
15%
12%
6%
42%
24%
16%
7%
12%
6%
3%
8%
4%
3%
5%
4%
4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Green Giant (n=545)
Bonduelle (n=304)
I love Eco (n=408)
Ica (n=529)
Änglamark (n=482)
Garant (n=122)
Willys (n=479)
D'Aucy (n=106)
Coop (n=485)
Coop X-tra (n=472)
Buffé (n=120)
Eldorado (n=542)
Euroshopper (n=526)
Bala (n=73)
Very poor (1) Fairly poor (2) Neutral (3) Fairly good (4) Very good (5)
Overall impression2
15. What is your overall impression of the following brands when it comes to cans and jars of vegetables?
Base: Buys sweet corn at least once or twice every six months and are aware of specific brand
2%
2%
5%
6%
4%
6%
3%
9%
3%
5%
3%
7%
11%
7%
17%
14%
7%
8%
20%
22%
34%
37%
46%
51%
54%
48%
58%
51%
57%
63%
70%
53%
37%
39%
45%
39%
32%
33%
29%
30%
22%
22%
20%
17%
16%
39%
22%
11%
12%
11%
4%
6%
4%
5%
3%
4%
2%
2%
1%
1%
1%
1%
1%
4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Green Giant (n=469)
Bonduelle (n=214)
Eldorado (n=516)
Änglamark (n=241)
I love Eco (n=209)
Coop (n=461)
Landlord (n=435)
Ica (n=400)
First Price (n=498)
Coop X-tra (n=453)
Rainbow (n=184)
Rimi (n=284)
Euroshopper (n=451)
Very poor (1) Fairly poor (2) Neutral (3) Fairly good (4) Very good (5)
Statements – choosing a more expensive canned sweet corn2
13. Which of the following statements are relevant to you when you choose a more expensive canned sweetcorn than for example private label/own brand?
Base: Buys sweet corn at least once or twice every six months
50%
31%
29%
21%
21%
21%
19%
13%
8%
5%
5%
51%
25%
23%
19%
16%
15%
10%
12%
13%
4%
7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
I buy a brand that always guarantees the crispiest sweetcorn
I buy a brand that has a higher price but the best flavour
My choice of brand reflects my lifestyle
The brand offers organic canned sweetcorn
The brand represents guaranteed natural products
I only buy the best for my family/children
I buy a brand that always guarantees the highest quality
I only buy canned own brand/private label sweetcorn
I buy a known brand that I trust
I buy a more expensive sweetcorn for special occasions, e.g. when we haveguests
Another reason
Sweden (n=566) Norway (n=546)
Statements2
12. To what extent do you agree with the following statements?Base: Buys sweet corn at least once or twice every six months (n=566)
Agree (4+5)
52%
51%
38%
22%
18%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
I think a small can is best with mytaco dinner
When I eat sweetcorn as a side disha small can is more practical
I prefer to choose a salt or sugarfree alternative for my children
I think sweetcorn mixes (e.g.sweetcorn and red pepper) are good
with my taco dinner
I think a large can is best with salad
Statements2
12. To what extent do you agree with the following statements?Base: Buys sweet corn at least once or twice every six months (n=546)
Agree (4+5)
68%
52%
41%
27%
20%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
When I eat sweetcorn as a side disha small can is more practical
I think a small can is best with mytaco dinner
I prefer to choose a salt or sugarfree alternative for my children
I think sweetcorn mixes (e.g.sweetcorn and red pepper) are good
with my taco dinner
I think a large can is best with salad