Post on 12-Jan-2016
transcript
CUCUMBER REGULAR ANALYSISYEAR TO 21/02/2015
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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, especially in Spring/ Summer season.
Supermarkets are outperforming Non-supermarkets in value growth. Green Grocers need to adopt winning strategies employed by the majors such as pre-pack, pre-wash, or highlighting the quality of crop.
Investigate crop supply or quality in SA+NT and VIC, the only 2 states suffering from reduced Cucumber buyers.
Cucumber represents 5.3% of volume and 4.2% of value market share. Its buyer base has shrunk this year, however, there was a rise in average $ spend on Cucumber compared to last year.
Families contribute to 39% of Cucumber volume sales while representing 32% of buyer base. Bustling and Small Scale Families witnessed buyer leakage this year.
Larger households (3+ members) are the key buyers for Cucumber and account for more than half of its volume sales. Households with 3-4 members have added households to their buyer base this year.
All retailers except IGA contributed to the value sales growth of Cucumber this year. Aldi’s momentum is strongest while Woolworths and Coles which account for almost half of Cucumbers’ total volume sales declined.
Almost 64% of Woolworths shoppers who buy Cucumber, prefer to purchase it at Woolworths stores, whereas this conversion rate is 62% for Coles.
Consumption of Cucumber declined across Australia. VIC and SA+NT were the only states to have lost Cucumber buying households from the 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 4.2% of total value sales of Vegetables while volume market share declined to 5.3% this year.
Source: Nielsen Homescan
Last year This year
17.0% 16.9%
11.4% 11.5%
4.7% 4.5%
14.2% 14.0%
4.2% 4.1%3.0% 3.0%2.4% 2.7%
7.8% 7.6%
7.5% 7.5%
3.9% 4.2%
Last year This year
23.9% 24.1%
22.8% 22.4%
10.8% 11.1%
11.0% 10.6%
10.1% 10.1%
5.6% 5.9%4.9% 5.1%3.1% 3.2%2.2% 2.3%
5.6% 5.3%
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T. Vegetables Cucumbers Tomatoes Carrots Zucchini Sweet Corn Asian Veg-etables
Fresh Salad
365.3
17.654.2
18.3 12.3 13.5 10.835.1
380.5
19.855.9
18.0 13.8 14.0 11.436.1
T. Vegetables Cucumbers Tomatoes Carrots Zucchini Sweet Corn Asian Veg-etables
Fresh Salad
88.9
6.2 10.2 10.13.4 3.2 1.6 2.5
87.4
5.7 9.6 10.23.2 3.3 1.7 2.5
T. Vegetables Cucumbers Tomatoes Carrots Zucchini Sweet Corn Asian Veg-etables
Fresh Salad
99.7
80.995.4 94.5
64.654.6
32.9
77.7
99.6
80.595.3 94.5
63.354.4
32.6
78.4
How many Households buy
annually?
How much (Kg) do they buy per year?
How much ($) do they spend per year?
This YearLast year
Source: Nielsen Homescan
Cucumber lost 36,770 buying households this year and their consumption has also dipped. However, their average spend has increased significantly compared to last year.
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How much ($) do they spend per occasion?
How much (Kg) do they buy per occasion?
How often do they buy annually?
Source: Nielsen Homescan
T. Vegetables Cucumbers Tomatoes Carrots Zucchini Sweet Corn Asian Veg-etables
Fresh Salad
50.4
10.116.8
11.46.8 5.2 4.4
8.0
50.7
9.816.4
11.26.6 5.2 4.5
8.2
T. Vegetables Cucumbers Tomatoes Carrots Zucchini Sweet Corn Asian Veg-etables
Fresh Salad
1.77
0.61 0.610.89
0.490.62
0.36 0.31
1.73
0.58 0.59
0.91
0.490.64
0.37 0.31
T. Vegetables Cucumbers Tomatoes Carrots Zucchini Sweet Corn Asian Veg-etables
Fresh Salad
7.25
1.75
3.23
1.61 1.802.58 2.46
4.42
7.51
2.01
3.41
1.602.09
2.67 2.53
4.43
Spend per trip on Cucumber has risen compared to last year. However, volume per trip is slightly down by 0.03Kg, indicating a possible shift to smaller Cucumber varieties.
This YearLast year
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9Source: Nielsen Homescan`
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
4 W
/E 2
7/12
/201
4
4 W
/E 2
4/01
/201
5
4 W
/E 2
1/02
/201
5
40.537.2
33.027.8
25.2 26.8
33.5
39.2
45.7 44.4 44.947.3
44.239.4 39.1
32.2 30.1
24.227.0 27.2
32.0
45.8 47.144.1 44.9 44.4
1.01.0 1.0 1.0
0.91.0 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
1.0 1.0 1.0
Penetration of households Average volume per household every 4 weeks
February data shows slightly more Cucumber buying households than the same period in 2014. Average Kg consumption has remained the same.
Kg
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10Source: Nielsen Homescan
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
4 W
/E 2
7/12
/201
4
4 W
/E 2
4/01
/201
5
4 W
/E 2
1/02
/201
5
40.537.2
33.027.8
25.2 26.8
33.5
39.2
45.7 44.4 44.947.3
44.239.4 39.1
32.2 30.1
24.227.0 27.2
32.0
45.8 47.144.1 44.9 44.4
2.8 2.82.5 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 2.9 2.93.2
Penetration of households Average $ spend per household every 4 weeks
Average monthly spend has dropped slightly as well compared to last year.
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11Source: Nielsen Homescan* https://www.sydneyfresh.com.au/4_fresh-fruit-and-veg-market-update.htm
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
4 W
/E 2
7/12
/201
4
4 W
/E 2
4/01
/201
5
4 W
/E 2
1/02
/201
5
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
3.62.9 2.9 2.9 3.2
1.68 1.741.59 1.63 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
2.88
3.11
2.09
1.681.79 1.72
1.87
1.71.6
1.6 1.61.5
1.6
1.6 1.6 1.7 1.7 1.61.7 1.7
1.71.6
1.61.6 1.6 1.6
1.6 1.61.7 1.7
1.6 1.7 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 is less than the same time last year with the purchase frequency remaining the same. Good supply of Lebanese cucumbers may be driving down the prices*.
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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% 8%
18% 18%
23% 23%
18% 19%
Last Year This Year
7% 7%
15% 15%
17% 17%
7% 7%
12% 13%
23% 22%
19% 19%
Families are the key buyers for Cucumber as they account for 39% of the volume sales while representing 32% of the buyers.
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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
80.9 84.2 88.2 86.878.5
67.582.9 86.380.5 85.0 86.0 86.1
78.767.7
82.9 84.2
ALL SHOPPERS START UP FAM-ILIES
SMALL SCALE FAMILIES
BUSTLING FAMILIES
YOUNG TRANSITION-
ALS
INDEPENDENT SINGLES
ESTABLISHED COUPLES
SENIOR COUPLES
10.1 10.612.1 11.0
8.1 8.210.0 11.09.8 10.2
11.8 10.98.1 8.2
9.5 10.6
ALL SHOPPERS START UP FAM-ILIES
SMALL SCALE FAMILIES
BUSTLING FAMILIES
YOUNG TRANSITION-
ALS
INDEPENDENT SINGLES
ESTABLISHED COUPLES
SENIOR COUPLES
0.61 0.640.72
0.64 0.590.52
0.61 0.580.58 0.580.70
0.61 0.590.51 0.56 0.55
Rise in household reach in Start Up Families could not offset the buyer leakage amongst Bustling & Small Scale Families. All Families’ households reduced their consumption as well as shopping trips this year.
This YearLast year
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16Source: Nielsen Homescan
Distribution of BuyersAustralia
Distribution of VolumeAustralia
Last Year This Year
55% 56%
17% 17%
17% 17%
11% 10%
Last Year This Year
45% 46%
18% 18%
21% 21%
15% 14%
Larger households (3+ members) are the key buyers for Cucumber and account for 54% of the volume sales while comprising of 44% 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
80.9 76.385.0 88.6 89.6
80.5 76.085.3 88.8 85.8
ALL SHOPPERS HH SIZE 1-2 MEMBERS HH SIZE 3 MEMBERS HH SIZE 4 MEMBERS HH SIZE 5+ MEMBERS
10.19.1
10.611.5 11.8
9.89.0
10.311.3 11.4
ALL SHOPPERS HH SIZE 1-2 MEMBERS HH SIZE 3 MEMBERS HH SIZE 4 MEMBERS HH SIZE 5+ MEMBERS
0.610.55
0.63 0.650.74
0.58 0.530.60 0.63
0.69
Households with 3-4 members added Cucumber buying households this year. Drop in consumption and buying frequency was consistent across all household sizes.
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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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 posted significant growth in terms of value sales but declined in volume, driving the corresponding performance for the total Cucumber sales. ALDI showed growth in both volume & value sales.
Source: Nielsen Homescan
32%
5%
12%7%
25%
20%
0%
7%
13%
-12%-12%
-17%
-7%
8%
23%
33%
-3%
11%15%13%
20%
4%
13%
6%32%
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 21/02/2015
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Homescan isights v3.0 .Dictionary v1.5
Source: Nielsen Homescan
Almost 64% of Woolworths shoppers are purchasing Cucumber on their trips to Woolworths. This conversion rate fares well with other comparable vegetables except Tomatoes, Carrots and Fresh Salad.
Account Shopper ConversionYear to 21/02/2015| 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 21/02/2015
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Homescan isights v3.0 .Dictionary v1.5
Source: Nielsen Homescan
Coles conversion rate is similar to Woolworths’ with 62% of Coles buyers preferring to buy Cucumbers in this retailer.
Account Shopper ConversionYear to 21/02/2015 | Coles
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79.1 76.7
5.55.0
SA + NT (11%)
VIC (23%)
NSW (34%)
QLD (18%)
WA (11%)
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
81.6 83.3
6.1
4.9
88.1 87.1
6.35.8
78.9 79.6
5.24.9
81.8 82.5
7.67.2
Consumption decreased across all states with WA witnessing the sharpest decline.
VIC and SA+NT together account for one-third of total spend on Cucumber and witnessed buyer leakage of 54,824 households.
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