understanding p&c shopper
TRANSCRIPT
Understanding the P&C shopper in AustraliaAugust 2015
TASTER SLIDES
him! International • www.himinternational.com • @him_int him! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
1Introduction to
him! international
him! International • www.himinternational.com • @him_int him! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
Our findings come from:
• Speaking to millions of shoppers.
• Focusing almost exclusively on “convenience” for 20+ years.
• Working across UK, Ireland, Europe, Australia, USA
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Shopper Insights vs Sales Data/EPOS
• Sales Data = WHAT gets sold
• Shopper Insights = Why? Today….and tomorrow (future trends), WHO to target, HOW and WHY?
• Sales Data + Shopper Insights = perfect combination
All retail brands and suppliers need to ‘follow the shopper’ (epos does not tell you what
shoppers want)
him! International • www.himinternational.com • @him_int him! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
Introducing him! international
him! international was launched in 2015 by Tom Fender (ex owner of him! UK) & Neil Turton (ex CEO of Nisa) and is the sister company to him! in the UK
Why launch him! international? • Convenience/proximity retailing is in growth around the world. • Limited sales data (the what’s) exists, even less shopper insights (the why’s) • Suppliers want key account shopper insights (to tailor ranges, offers etc)
Methodology:• We spoke to a nationally representative sample of 10,000 shoppers via an online
survey, across 11 countries. • This report focuses on the 1,000 shoppers that we spoke to in Australia.
This report covers the differences between shoppers in Australia and the global average.
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Understanding P&C opportunities in AustraliaObjectives:
• Identify current grocery shopping habits within Australia & how the P&C channel fits within these
• Identify macro shopper trends & highlight the opportunities / threats they raise for P&C
• Capture the opinions of the current P&C shopper needed to influence successful future channel strategies including:• Ranging• Price & promotions• Communications & marketing• In-store environment• Customer service• Driving sales
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2General Grocery
Shopping habits in Australia
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Which channels are most used in Australia?
Global Average Australia
A main large supermarket 80% 90%A specialist food retailer like a butcher, bakery, fishmonger 40% 42%Bottle shop 21% X%A local independent store 27% X%P&C stores* 52% X%A local market farmers’ market 30% X%A smaller store owned by a main supermarket chain 37% X%A tobacconist newsagent 19% X%
A discounter 34% X%Milk bar 5% X%
An online retailer (supermarket chains’ online business) 11% X%
An online retailer which is not a supermarket chain – eg Amazon 11% X%
Q2. In the last month, have you bought food/groceries/drinks/tobacco from any of the following types of grocery outlets?*shoppers who visit c-stores and/or petrol forecourts
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Australian + food – attitudes to be aware of:
Would you describe yourself as any of the following? - Yes
GlobalAustralia
Financially secure
X% X%
Check calorie information/nutritional content
24% 30%
Tech/digital savvy
% %
Try to shop in cheapest grocery stores
35% 43%
Snack through day/week
% %
Regularly shop for food ‘little + often’
% %
Someone who struggles to find time to see friends/family/do hobbies
% %
Decide what having for dinner on day itself
% %
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‘Regular main grocery shops’ still dominate in Australia
Global Average Australia
53% 61%
24%30%
15%5%8% 4%
Once a week or moreOnce a fortnightOnce a monthLess often
q5. How often will you do main big grocery shops (typically buy 15+ items per trip)?
89% of Australian shoppers
do a regular MAIN SHOP
vs 80% global average
How often to they do a ‘main shop’?
*q4. Which of these phrases best describes how you/your household does your grocery shopping?
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Who is the P&C store shopper vs Aldi shopper?
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3Understanding the ‘top
up’ shopping opportunity in P&C
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Top up shopping is on the increase in Australia, and worldwide
Global Average
Australia
25%
24%
56%
57%
15%
15%
3%
4%
More often Same Less often Not top-up shopping at all
Remember, 73% of Australian shoppers do some form of top-up shopping in a
typical week
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4Who currently uses P&C in Australia?
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SHOPPER PROFILE: Who shops in Australian P&C?
Demographics
FEMALE (% vs. 51% ) 35-54yrs (% vs. 20%)
C2DE (% vs. 49%)
Location
City (% vs. 48%)
Town (% vs. 34%)
Countryside (% vs. 18%)
Household
Work status
FULL-TIME ( vs. 49%)
ARRANGEMENT: “I live with my partner & my children have left home” (% vs. 26%)
The Australian P&C shopper vs. global P&C shopper
Busy provider (% vs. 28%) Number hour worked/week
31-40 (% vs. 33%)
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6What are the current
attitudes towards Australian P&C?
How can we improve perception?
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What are the key barriers to using convenience stores?
High shop prices
Not having the range of products to suit your needs
Range of products not suitable to you
Poor quality fresh foods
High fuel prices
Not enough healthy options
Not one convenient enough to where you shop, live or work
Products being out of stock
Poor service
Cluttered untidy shops
Not enough promotions
Pack sizes not suitable to you
High shop prices and poor range are the key barriers to footfall.
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8Next steps
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FULL REPORT NOW AVAILABLE
• Contact Loreta Lingyte for access• [email protected]
him! International • www.himinternational.com • @him_int him! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
Our expert team is here to help: get in touch!
Tom FenderJoint MD
Neil TurtonJoint MD
Morwenna FordClient Manager
Rebecca HayMarketing & Insights Executive
Blake GladmanResearch Director
Katie LittlerInsight & Communications Director
him! International • www.himinternational.com • @him_int him! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
For more information on our future KEY
ACCOUNT SPECIFIC research, please contact:
[email protected] +44 (0)7802 336 333