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© Worldpanel TM division of TNS 2005 Edward Garner Communications Director Superpanel Fairtrade - The Market Opportunity Daventry - November 2005
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© WorldpanelTM division of TNS 2005
Edward GarnerCommunications Director Superpanel
Fairtrade - The Market OpportunityDaventry - November 2005
© WorldpanelTM division of TNS 2005
Are Consumers Willing to Pay Extra?Agenda
The Price Paradox
Private Label Segmentation
Fairtrade
Free Range
Organic
Retailers
© WorldpanelTM division of TNS 2005
Are Consumers Willing to Pay Extra?Agenda
The Price Paradox
Private Label Segmentation
Fairtrade
Free Range
Organic
Retailers
© WorldpanelTM division of TNS 2005
Real Household Disposable Income Per Head
0
50
100
150
200
250
1970
1971
1972
1973
1974
1975
1976
1977
1978
1979
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
Constant Prices - Indexed on 1970Source: ONS Series IHXZ
© WorldpanelTM division of TNS 2005
Food and Drink as a Proportion of UK Household Expenditure %
0
5
10
15
20
25
19
63
19
64
19
65
19
66
19
67
19
68
19
69
19
70
19
71
19
72
19
73
19
74
19
75
19
76
19
77
19
78
19
79
19
80
19
81
19
82
19
83
19
84
19
85
19
86
19
87
19
88
19
89
19
90
19
91
19
92
19
93
19
94
19
95
19
96
19
97
19
98
19
99
20
00
20
01
20
02
20
03
20
04
Source: ONS Series ABQI / ABZV
© WorldpanelTM division of TNS 2005
Wrapped Bread - Long-Term Pricing
5856
54
5150
52 52 5153
54
58
6162
6970
40
45
50
55
60
65
70
75
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005*
Average Price (Pence) per 800g Equivalent
© WorldpanelTM division of TNS 2005
Wrapped Bread Sector Trends
0
5
10
15
20
25
30
35
40
7 8 9 10 11 12 1320
01 2 3 4 5 6 7 8 9 10 11 12 1320
02 2 3 4 5 6 7 8 9 10 11 12 1320
03 2 3 4 5 6 7 8 9 10 11 12 1320
04 2 3 4 5 6 7 8 9 10 11 12 1320
05 2 3 4 5 6 7 8
Organic Super-premium Value Premium
£m's
Premium
© WorldpanelTM division of TNS 2005
Wrapped Bread Sector Trends
0
2
4
6
8
10
12
14
7 8 9 10 11 12 1320
01 2 3 4 5 6 7 8 9 10 11 12 1320
02 2 3 4 5 6 7 8 9 10 11 12 1320
03 2 3 4 5 6 7 8 9 10 11 12 1320
04 2 3 4 5 6 7 8 9 10 11 12 1320
05 2 3 4 5 6 7 8
Organic Super-premium Value
£m's
Value
Super-premium
Organic
© WorldpanelTM division of TNS 2005
Warburtons Bread - Performance Analysis
15.3
16.7
18.4
153
147 145
13
14
15
16
17
18
19
20
21
22
52 w/e Jul 20 2003 52 w/e Jul 18 2004 52 w/e Jul 17 2005
Sh
are
£%
100
110
120
130
140
150
160
Pri
ce p
er V
olu
me
Ind
ex
Share of Wrapped Bread Price per Volume Index
© WorldpanelTM division of TNS 2005
Tomato Sales Trends
0
2
4
6
8
10
12
14
16
18
3 4 5 6 7 8 91
01
11
21
32
00
2 2 3 4 5 6 7 8 91
01
11
21
32
00
3 2 3 4 5 6 7 8 91
01
11
21
32
00
4 2 3 4 5 6 7 8 91
01
11
21
32
00
5 2 3 4 5 6 7 8
Plum Vine
£m
© WorldpanelTM division of TNS 2005
Vine Tomatoes - Performance Analysis
24.325.5
27.0
144
137
150
10
12
14
16
18
20
22
24
26
28
52 w/e Jul 20 2003 52 w/e Jul 18 2004 52 w/e Jul 17 2005
Sh
are
£%
130
135
140
145
150
155
160
165
170
Pri
ce p
er V
olu
me
Ind
ex
Share of Tomatoes Price per Volume Index
© WorldpanelTM division of TNS 2005
Plum Tomatoes - Performance Analysis
6.6
7.07.1
194 195 193
6
8
52 w/e Jul 20 2003 52 w/e Jul 18 2004 52 w/e Jul 17 2005
Sh
are
£%
120
130
140
150
160
170
180
190
200
210
220
Pri
ce p
er V
olu
me
Ind
ex
Share of Tomatoes Price per Volume Index
© WorldpanelTM division of TNS 2005
Soup Sales Trends
0
5
10
15
20
25
3 4 5 6 7 8 91
01
11
21
32
00
2 2 3 4 5 6 7 8 91
01
11
21
32
00
3 2 3 4 5 6 7 8 91
01
11
21
32
00
4 2 3 4 5 6 7 8 91
01
11
21
32
00
5 2 3 4 5 6 7 8
Fresh Soup Instant Soup
£%
© WorldpanelTM division of TNS 2005
Fresh Soup - Performance Analysis
13.9
15.916.7
264
256
237
0
2
4
6
8
10
12
14
16
18
52 w/e Jul 20 2003 52 w/e Jul 18 2004 52 w/e Jul 17 2005
Sh
are
£%
230
240
250
260
270
280
290
300
Pri
ce p
er V
olu
me
Ind
ex
Share of Soup Price per Volume Index
© WorldpanelTM division of TNS 2005
Mineral Water Retail Sales
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Lit
res
000
© WorldpanelTM division of TNS 2005
Are Consumers Willing to Pay Extra?Agenda
The Price Paradox
Private Label Segmentation
Fairtrade
Free Range
Organic
Retailers
© WorldpanelTM division of TNS 2005
Private Label
Tesco - Thailand
© WorldpanelTM division of TNS 2005
Categories containing Tesco Value
0
50
100
150
200
250
300
350
400
12 1320
00 2 3 4 5 6 7 8 9 10 11 12 1320
01 2 3 4 5 6 7 8 9 10 11 12 1320
02 2 3 4 5 6 7 8 9 10 11 12 1320
03 2 3 4 5 6 7 8 9 10 11 12 1320
04 2 3 4 5 6 7 8 9 10 11 12 1320
05 2 3 4 5 6 7 8 9 10 11
© WorldpanelTM division of TNS 2005
Categories containing Tesco Finest
0
50
100
150
200
250
300
12 1320
00 2 3 4 5 6 7 8 9 10 11 12 1320
01 2 3 4 5 6 7 8 9 10 11 12 1320
02 2 3 4 5 6 7 8 9 10 11 12 1320
03 2 3 4 5 6 7 8 9 10 11 12 1320
04 2 3 4 5 6 7 8 9 10 11 12 1320
05 2 3 4 5 6 7 8 9 10 11
© WorldpanelTM division of TNS 2005
Categories containing JS TTD
0
50
100
150
200
12 1320
00 2 3 4 5 6 7 8 9 10 11 12 1320
01 2 3 4 5 6 7 8 9 10 11 12 1320
02 2 3 4 5 6 7 8 9 10 11 12 1320
03 2 3 4 5 6 7 8 9 10 11 12 1320
04 2 3 4 5 6 7 8 9 10 11 12 1320
05 2 3 4 5 6 7 8 9 10 11
© WorldpanelTM division of TNS 2005
Categories containing Asda Extra Special
0
20
40
60
80
100
120
140
160
12 1320
00 2 3 4 5 6 7 8 9 10 11 12 1320
01 2 3 4 5 6 7 8 9 10 11 12 1320
02 2 3 4 5 6 7 8 9 10 11 12 1320
03 2 3 4 5 6 7 8 9 10 11 12 1320
04 2 3 4 5 6 7 8 9 10 11 12 1320
05 2 3 4 5 6 7 8 9 10 11
© WorldpanelTM division of TNS 2005
Categories containing Sway/Morrisons The Best
0
20
40
60
80
100
120
12 1320
00 2 3 4 5 6 7 8 9 10 11 12 1320
01 2 3 4 5 6 7 8 9 10 11 12 1320
02 2 3 4 5 6 7 8 9 10 11 12 1320
03 2 3 4 5 6 7 8 9 10 11 12 1320
04 2 3 4 5 6 7 8 9 10 11 12 1320
05 2 3 4 5 6 7 8 9 10 11
© WorldpanelTM division of TNS 2005
Premium Private Label Sales Trends
0
10
20
30
40
50
60
70
12 1320
00 2 3 4 5 6 7 8 9 10 11 12 1320
01 2 3 4 5 6 7 8 9 10 11 12 1320
02 2 3 4 5 6 7 8 9 10 11 12 1320
03 2 3 4 5 6 7 8 9 10 11 12 1320
04 2 3 4 5 6 7 8 9 10 11 12 1320
05 2 3 4 5 6 7 8 9 10 11
Sa
les
(E
xp
en
dit
ure
£m
)
Tesco Finest Sainsbury Taste the Difference Asda Extra Special Safeway/MorrisonsThe Best
© WorldpanelTM division of TNS 2005
Tesco Demographic Signatures52 w/e July 17 2005Spend Index within Demographic
020406080
100120140160
Class AB Class C1 Class C2 Class D Class E
Tesco Finest Tesco Value
Social Class
020406080
100120140160
Age under27
Age 27-34 Age 35-44 Age 45-64 Age 65+
Tesco Finest Tesco Value
Housewife Age
0
50
100
150
200
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH
Tesco Finest Tesco Value
Household Size
0
50
100
150
200
No Children 1 Child HH 2 Child HH 3+ Child HH
Tesco Finest Tesco Value
No. of Children
© WorldpanelTM division of TNS 2005
Sainsbury Demographic Signatures52 w/e July 17 2005Spend Index within Demographic
0
50
100
150
200
Class AB Class C1 Class C2 Class D Class E
TTD Basics
Social Class
0
20
40
60
80
100
120
Age under27
Age 27-34 Age 35-44 Age 45-64 Age 65+
TTD Basics
Housewife Age
0
20
40
60
80
100
120
140
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH
TTD Basics
Household Size
0
20
40
60
80
100
120
No Children 1 Child HH 2 Child HH 3+ Child HH
TTD Basics
No. of Children
© WorldpanelTM division of TNS 2005
Total Grocery - Demographic Map - Spend Profile %
Morrisons Eat Smart
Safeway Savers
Morrisons The Best
Asda Healthy Choice
Asda Good For You
Asda Smartprice
Asda Extra SpecialSainsbury Freefrom
Sainsbury OrganicSainsbury Basics
Sainsbury BGTY
Sainsbury TTD
Sainsbury BPC
Tesco OrganicTesco Value
Tesco Healthy Eating
Tesco Finest
Tesco Kids
Total Grocery
30
35
40
45
50
55
60
65
70
40 45 50 55 60 65 70 75
% of Class ABC1
% o
f H
ou
se
wiv
es
Ag
ed
Un
de
r 4
5
52 w/e July 17 2005
© WorldpanelTM division of TNS 2005
Total Grocery - Demographic Map - Spend Profile %
Morrisons Eat Smart
Safeway Savers
Morrisons The Best
Asda Healthy Choice
Asda Good For You
Asda Smartprice
Asda Extra SpecialSainsbury Freefrom
Sainsbury OrganicSainsbury Basics
Sainsbury BGTY
Sainsbury TTD
Sainsbury BPC
Tesco OrganicTesco Value
Tesco Healthy Eating
Tesco Finest
Tesco Kids
Total Grocery
30
35
40
45
50
55
60
65
70
40 45 50 55 60 65 70 75
% of Class ABC1
% o
f H
ou
se
wiv
es
Ag
ed
Un
de
r 4
5
52 w/e July 17 2005
© WorldpanelTM division of TNS 2005
Total Grocery - Demographic Map - Spend Profile %
Morrisons Eat Smart
Safeway Savers
Morrisons The Best
Asda Healthy Choice
Asda Good For You
Asda Smartprice
Asda Extra SpecialSainsbury Freefrom
Sainsbury OrganicSainsbury Basics
Sainsbury BGTY
Sainsbury TTD
Sainsbury BPC
Tesco OrganicTesco Value
Tesco Healthy Eating
Tesco Finest
Tesco Kids
Total Grocery
30
35
40
45
50
55
60
65
70
40 45 50 55 60 65 70 75
% of Class ABC1
% o
f H
ou
se
wiv
es
Ag
ed
Un
de
r 4
5
52 w/e July 17 2005
© WorldpanelTM division of TNS 2005
Total Grocery - Demographic Map - Spend Profile %
Morrisons Eat Smart
Safeway Savers
Morrisons The Best
Asda Healthy Choice
Asda Good For You
Asda Smartprice
Asda Extra SpecialSainsbury Freefrom
Sainsbury OrganicSainsbury Basics
Sainsbury BGTY
Sainsbury TTD
Sainsbury BPC
Tesco OrganicTesco Value
Tesco Healthy Eating
Tesco Finest
Tesco Kids
Total Grocery
30
35
40
45
50
55
60
65
70
40 45 50 55 60 65 70 75
% of Class ABC1
% o
f H
ou
se
wiv
es
Ag
ed
Un
de
r 4
5
52 w/e July 17 2005
© WorldpanelTM division of TNS 2005
Total Grocery - Demographic Map - Spend Profile %
Morrisons Eat Smart
Safeway Savers
Morrisons The Best
Asda Healthy Choice
Asda Good For You
Asda Smartprice
Asda Extra SpecialSainsbury Freefrom
Sainsbury OrganicSainsbury Basics
Sainsbury BGTY
Sainsbury TTD
Sainsbury BPC
Tesco OrganicTesco Value
Tesco Healthy Eating
Tesco Finest
Tesco Kids
Total Grocery
30
35
40
45
50
55
60
65
70
40 45 50 55 60 65 70 75
% of Class ABC1
% o
f H
ou
se
wiv
es
Ag
ed
Un
de
r 4
5
52 w/e July 17 2005
© WorldpanelTM division of TNS 2005
Total Grocery - Demographic Map - Spend Profile %
Morrisons Eat Smart
Safeway Savers
Morrisons The Best
Asda Healthy Choice
Asda Good For You
Asda Smartprice
Asda Extra SpecialSainsbury Freefrom
Sainsbury OrganicSainsbury Basics
Sainsbury BGTY
Sainsbury TTD
Sainsbury BPC
Tesco OrganicTesco Value
Tesco Healthy Eating
Tesco Finest
Tesco Kids
Total Grocery
30
35
40
45
50
55
60
65
70
40 45 50 55 60 65 70 75
% of Class ABC1
% o
f H
ou
se
wiv
es
Ag
ed
Un
de
r 4
5
52 w/e July 17 2005
© WorldpanelTM division of TNS 2005
TNS Lifestyles – Tesco FinestI Regard Myself As A Connoisseur Of Food And Wine 180I'm Prepared To Pay More For Good Quality Wine 150I Prefer To Eat Organic Food 145I Am Prepared to Pay More For Organic Food 134I'm Prepared To Pay More For Products That Make Life Easier 133I Prefer To Take Holidays Off The Beaten Track 127The Brand Name Of The Clothes I Wear Is Important To Me 126I Would Be Willing To Pay Up To An Extra £5 To Get My Groceries Delivered 125I Eat Out Regularly 124I Buy Free Range Products Whenever I Can 124Organic Foods Taste Better 123I Always Pay My Credit Card Bills In Full 123I Am Worried About The Safety Of Non-Organic Foods 122Organic Foods Are Safer For Children 119I Don't Mind Paying For Quality 117I Would Pay For Fair Trade If The Money Was Going To The Farmers 116Organic Foods Are Friendlier To The Environment 115I Travel By Car On Most Days 115Organic Products Are Healthier 114Organic Foods Are Better Quality 114
RST Share indexed on All Shoppers – 52 w/e July 17 2005
© WorldpanelTM division of TNS 2005
TNS Lifestyles – Tesco Value
RST Share indexed on All Shoppers – 52 w/e July 17 2005
I Work To A Strict Budget When I'm Buying Groceries 118I Tend To Buy What The Children Want 118I Consider That Price Is The Most Important Factor When Buying A Product 116I Like To Enter Competitions Featured On Packets Or Labels 115I Would Be Willing To Pay Up To An Extra £5 To Get My Groceries Delivered 114Shop's Own Brand Products Are The Same Quality As Well Known Brands 113I Always Compare Prices Between Different Brands Before Choosing 111I Will Buy A Brand I Don't Normally Buy If It's On Offer 111I Use Money Off Coupons Whenever I Get The Chance 109I Like To Receive Promotional Mailings About New Products 109I Enjoy Doing Housework 107Looking After A Family Is The Most Satisfying Job A Person Could Do 107I Would Like To Use The Internet To Do My Shopping 107Children Should Express Themselves Freely 106Reduced Calorie Products Taste As Good As Regular Products 105I Visit Different Shops For The Best Prices 105On Holiday I Only Want To Eat Drink And Lie In The Sun 104I Prefer Holidays In Britain Rather Than Abroad 104I Shop Around To Take Advantage Of Special Offers 104I Think Children Should Eat What They Are Given 103
© WorldpanelTM division of TNS 2005
Tesco PL Lifestyle Indices
Tesco Finest
Tesco Value
“I regard myself as a connoisseur of food and wine”
180 73
“Price is the most important factor when buying a product”
75 116
Share indexed on Total RST3 – 52 w/e July 17 2005
© WorldpanelTM division of TNS 2005
Sainsbury PL Lifestyle Indices
Sainsbury TTD
Sainsbury Low Price
“I regard myself as a connoisseur of food and wine”
180 96
“Price is the most important factor when buying a product”
66 115
Share indexed on Total Trade – 52 w/e July 17 2005
© WorldpanelTM division of TNS 2005
Are Consumers Willing to Pay Extra?Agenda
The Price Paradox
Private Label Segmentation
Fairtrade
Free Range
Organic
Retailers
© WorldpanelTM division of TNS 2005
Faitrade Share of Markets - £%52 w/e Oct 10
2004
52 w/e Oct 09
2005Total Ambient & Chilled Foods 0.2 0.2
Liquid+Grnd Coffee+Beans 14.5 13.6Instant Coffee 4.1 4.8Tea 4.1 4.0Food Drinks 1.1 1.9Fruit 0.9 1.4Fruit/Yogurt Juice+Drink 0.3 0.6Chocolate Confectionery 0.3 0.4Herbal Tea 0.0 0.1Chilled Fruit Juice+Drink 0.0 0.0Vegetables 0.0 0.0
© WorldpanelTM division of TNS 2005
Outlet Shares within Total Fairtrade - £%Total Food Fairtrade Index
Tesco 30.7 25.0 82Asda 15.8 8.7 55Sainsbury 17.6 20.2 115Morrisons Tot 13.3 6.1 46Somerfield 4.3 3.4 79Kwik Save 1.8 0.0 1Waitrose 4.6 9.8 212Iceland 1.6 0.0 0Total Co-Op 5.0 24.5 494Aldi 1.8 0.0 0Lidl 1.9 0.0 0Netto 0.7 0.0 3Tot Indepts 2.3 0.9 39
52 w/e Oct 09 2005 - Share of Grocers
© WorldpanelTM division of TNS 2005
Long-Term Share of Till Roll Grocers
0
2
4
6
8
10
12
14
16
18
20
22
19
92
19
93
19
94
19
95
19
96
19
97
19
98
19
99
20
00
20
01
20
02
20
03
20
04
20
05
Sh
are
(E
xp
en
dit
ure
)
Co-op
© WorldpanelTM division of TNS 2005
Long-Term Share of Till Roll Grocers
0
2
4
6
8
10
12
14
16
18
20
22
19
92
19
93
19
94
19
95
19
96
19
97
19
98
19
99
20
00
20
01
20
02
20
03
20
04
20
05
Sh
are
(E
xp
en
dit
ure
)
Sainsbury Co-op Waitrose
- 1 8 . 7- 0 . 1 00 . 4 30 . 5 3P r i c e p e r P a c k
1 4 . 40 . 5 34 . 23 . 7T r i p P a c k s
- 7 . 0- 0 . 1 41 . 8 11 . 9 4T r i p S p e n d
3 0 . 26 . 4 12 7 . 62 1 . 2A W P ( P a c k s p e r B u y e r )
5 . 90 . 6 61 1 . 7 91 1 . 1 3A W P ( S p e n d p e r B u y e r )
1 3 . 90 . 7 96 . 55 . 7P u r c h a s e F r e q u e n c y
2 1 . 17 . 0 54 0 . 53 3 . 5P e n e t r a t i o n %
5 7 . 81 0 0 5 6 02 7 4 4 4 51 7 3 8 8 4P a c k s ( 0 0 0 s )
2 8 . 42 5 9 1 41 1 7 2 4 79 1 3 3 3E x p e n d i t u r e ( £ 0 0 0 s )
% C h a n g e
A c t u a l C h a n g e
5 2 w / e 0 9 - O c t -
0 5
5 2 w / e 1 0 - O c t -
0 4
- 1 8 . 7- 0 . 1 00 . 4 30 . 5 3P r i c e p e r P a c k
1 4 . 40 . 5 34 . 23 . 7T r i p P a c k s
- 7 . 0- 0 . 1 41 . 8 11 . 9 4T r i p S p e n d
3 0 . 26 . 4 12 7 . 62 1 . 2A W P ( P a c k s p e r B u y e r )
5 . 90 . 6 61 1 . 7 91 1 . 1 3A W P ( S p e n d p e r B u y e r )
1 3 . 90 . 7 96 . 55 . 7P u r c h a s e F r e q u e n c y
2 1 . 17 . 0 54 0 . 53 3 . 5P e n e t r a t i o n %
5 7 . 81 0 0 5 6 02 7 4 4 4 51 7 3 8 8 4P a c k s ( 0 0 0 s )
2 8 . 42 5 9 1 41 1 7 2 4 79 1 3 3 3E x p e n d i t u r e ( £ 0 0 0 s )
% C h a n g e
A c t u a l C h a n g e
5 2 w / e 0 9 - O c t -
0 5
5 2 w / e 1 0 - O c t -
0 4
- 3 0 0 0 0 - 2 0 0 0 0 - 1 0 0 0 0 0 1 0 0 0 0 2 0 0 0 0 3 0 0 0 0 4 0 0 0 0 5 0 0 0 0
P e n e t r a t i o n % P u r c h a s e F r e q u e n c y
T r i p P a c k s P r i c e p e r P a c k
K e y P e r f o r m a n c e I n d i c a t o r s f o r T O T A L F A I R T R A D E M A R K E T - V a l u e u p 2 8 . 4 % w o r t h £ 2 5 . 9 m
E x p e n d i t u r e ( £ 0 0 0 s )
P a c k s ( 0 0 0 s )
P e n e t r a t i o n % *
P u r c h a s e F r e q u e n c yT r i p P a c k s
A W P ( P a c k s p e r B u y e r )
P r i c e p e r P a c k
£ 1 1 7 . 2 m + 2 8 . 4 %
I n c r e a s e o f £ 2 5 . 9 m
2 7 4 . 4 m p a c k s + 5 7 . 8 %
C o n t r i b u t i o n = £ 4 3 . 6 m
4 0 . 5 % + 2 1 . 1 %
C o n t r i b u t i o n = £ 1 8 . 7 m
6 . 5 t r i p s + 1 3 . 9 %
C o n t r i b u t i o n = £ 1 2 . 2 m
4 . 2 p a c k s + 1 4 . 4 %
C o n t r i b u t i o n = £ 1 2 . 7 m
2 7 . 6 p a c k s + 3 0 . 2 %
C o n t r i b u t i o n = £ 2 4 . 9 m
£ 0 . 4 3 - 1 8 . 7 %
C o n t r i b u t i o n = - £ 1 7 . 6 m
* P e n C o n t r i b u t i o n i n c l u d e s P o p u l a t i o n
g r o w t h o f 0 . 1 %
© WorldpanelTM division of TNS 2005
The facts . . . .
Over the last 52 weeks, the total Spend on Fair Trade Products has risen from £91 Million to £117 Million
The key to this has been three fold –
Increased Penetration – More people are buying Fair Trade Products
Frequency – Consumers are buying Fair Trade products more often
Quantity – Consumers are buying more Fair Trade products when they shop
© WorldpanelTM division of TNS 2005
Fair trade Fortnights – build-up to March 2004 & 2005
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Nov 09
2003
Dec 07
200
3
Jan
04 20
04
Feb 0
1 200
4
Feb 2
9 200
4
Mar
28 2
004
Apr 25
2004
May
23
2004
Jun 2
0 200
4
Jul 1
8 20
04
Aug 15
2004
Sep 12
200
4
Oct 1
0 20
04
Nov 07
2004
Dec 05
200
4
Jan
02 20
05
Jan
30 20
05
Feb 2
7 200
5
Mar
27 2
005
Apr 24
2005
May
22
2005
Jun 1
9 200
5
Jul 1
7 20
05
Aug 14
2005
Sep 11
200
5
Oct 0
9 20
05
To
tal
Fai
rtra
de
- P
acks
000
s
Tesco Asda Sainsbury Morrisons Tot Waitrose Total Co-Op
© WorldpanelTM division of TNS 2005
Fairtrade Demographic SignaturesBase: Ambient & Chilled FoodsSector Share % within Demographic - MAT to October
0
0.1
0.2
0.3
0.4
0.5
Class AB Class C1 Class C2 Class D Class E
2004 2005
Social Class
0
0.1
0.2
0.3
0.4
Age under28
Age 28-34 Age 35-44 Age 45-64 Age 65+
2004 2005
Housewife Age
0
0.1
0.2
0.3
0.4
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH
2004 2005
Household Size
0
0.1
0.2
0.3
No Children 1 Child HH 2 Child HH 3+ Child HH
2004 2005
No. of Children
© WorldpanelTM division of TNS 2005
Lifestyle Indices – Total Fairtrade
Share indexed on Total Food – 52 w/e Oct 9 2005
I Prefer To Eat Organic Food 235I Am Prepared to Pay More For Organic Food 217I Prefer To Shop At My Local Shops Rather Than At A Big Supermarket 201I Feel Good About Buying Fair Trade Products 188Organic Foods Are Better Quality 178Organic Foods Taste Better 178Organic Foods Are Safer For Children 168I Try To Buy Environmentally Friendly Products 166I Prefer To Take Holidays Off The Beaten Track 162I Buy Free Range Products Whenever I Can 161I Am Worried About The Safety Of Non-Organic Foods 161Organic Products Are Healthier 161Organic Foods Are Friendlier To The Environment 152I Regard Myself As A Connoisseur Of Food And Wine 134I Read The Ingredients On The Pack Before Buying 134I Would Actively Avoid Genetically Modified Foods 130I Frequently Use Public Transport 128I Would Choose Locally Grown Produce If I Had The Option 127I Would Be Willing To Pay Up To An Extra £5 To Get My Groceries Delivered 127I Buy British Whenever I Can 127
© WorldpanelTM division of TNS 2005
Total Fairtrade-£ Spend by Frequency Group
42
40
25
10
20
6
25
2
23
8
% Homes Buying % Spend
27+
13-26 Occasions
7-12 Occasions
2-6 Occasions
1 Occasion
42% of Fairtrade buyers purchase once during the year & account for only 8% of spend2% of Fairtrade buyers represent 23% of money spent on Fairtrade
52 w/e Oct 9 2005
© WorldpanelTM division of TNS 2005
Café Direct Coffee - Performance Analysis
2.2
2.8
3.3 3.4
140
131 133
146
0
1
2
3
52 w/e Jul 21 2002
52 w/e Jul 20 2003
52 w/e Jul 18 2004
52 w/e Jul 17 2005
Sh
are
£%
100
120
140
160
180
200
Pri
ce p
er V
olu
me
Ind
ex
Share of Total Coffee Price per Volume Index
© WorldpanelTM division of TNS 2005
Cafe Direct Demographic SignaturesTotal CoffeeBrand Share within Demographic - MAT to July
012345678
Class AB Class C1 Class C2 Class D Class E
2003 2004 2005
Social Class
00.5
11.5
22.5
33.5
4
Age under28
Age 28-34 Age 35-44 Age 45-64 Age 65+
2003 2004 2005
Housewife Age
0
1
2
3
4
5
6
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH
2003 2004 2005
Household Size
00.5
11.5
22.5
33.5
4
No Children 1 Child HH 2 Child HH 3+ Child HH
2003 2004 2005
No. of Children
© WorldpanelTM division of TNS 2005
Total Coffee - Demographic Map - Spend Profile %
Total Ground
Total Instant
Rappor Instant
Gold Blend Instant
Nescafe Instant
Cafe Direct InstantCafe Direct Ground
Percol Instant
Percol Ground
Total Coffee
20
25
30
35
40
45
50
55
60
30 40 50 60 70 80
% of Class ABC1
% o
f H
ou
se
wiv
es
Ag
ed
Un
de
r 4
5
52 w/e July 17 2005
6 . 20 . 9 01 5 . 5 71 4 . 6 6P r i c e p e r V o l
- 5 . 3- 0 . 0 10 . 20 . 2T r i p V o l
0 . 50 . 0 13 . 0 02 . 9 9T r i p S p e n d
2 . 70 . 0 20 . 90 . 9A W P ( V o l p e r B u y e r )
9 . 01 . 2 01 4 . 5 01 3 . 3 1A W P ( S p e n d p e r B u y e r )
8 . 50 . 3 84 . 84 . 5P u r c h a s e F r e q u e n c y
- 1 . 2- 0 . 1 41 1 . 21 1 . 4P e n e t r a t i o n %
1 . 53 92 5 7 02 5 3 1V o l u m e ( 0 0 0 s U n i t s )
7 . 82 8 9 24 0 0 0 53 7 1 1 3E x p e n d i t u r e ( £ 0 0 0 s )
% C h a n g e
A c t u a l C h a n g e
5 2 w / e 1 7 - J u l - 0 5
5 2 w / e 1 8 - J u l - 0 4
6 . 20 . 9 01 5 . 5 71 4 . 6 6P r i c e p e r V o l
- 5 . 3- 0 . 0 10 . 20 . 2T r i p V o l
0 . 50 . 0 13 . 0 02 . 9 9T r i p S p e n d
2 . 70 . 0 20 . 90 . 9A W P ( V o l p e r B u y e r )
9 . 01 . 2 01 4 . 5 01 3 . 3 1A W P ( S p e n d p e r B u y e r )
8 . 50 . 3 84 . 84 . 5P u r c h a s e F r e q u e n c y
- 1 . 2- 0 . 1 41 1 . 21 1 . 4P e n e t r a t i o n %
1 . 53 92 5 7 02 5 3 1V o l u m e ( 0 0 0 s U n i t s )
7 . 82 8 9 24 0 0 0 53 7 1 1 3E x p e n d i t u r e ( £ 0 0 0 s )
% C h a n g e
A c t u a l C h a n g e
5 2 w / e 1 7 - J u l - 0 5
5 2 w / e 1 8 - J u l - 0 4
- 4 0 0 0 - 2 0 0 0 0 2 0 0 0 4 0 0 0 6 0 0 0
P e n e t r a t i o n % P u r c h a s e F r e q u e n c y
T r i p V o l P r i c e p e r V o l
K e y P e r f o r m a n c e I n d i c a t o r s f o r T o t a l F a i r t r a d e C o f f e e –V a l u e u p 7 . 8 % w o r t h £ 2 8 9 2 k
E x p e n d i t u r e ( £ 0 0 0 s )
V o l u m e ( 0 0 0 s U n i t s )
P e n e t r a t i o n % *
P u r c h a s e F r e q u e n c yT r i p V o l
A W P ( V o l p e r B u y e r )
P r i c e p e r V o l
£ 4 0 m + 7 . 8 %
I n c r e a s e o f £ 2 8 9 2 k
2 5 7 0 k v o l + 1 . 5 %
C o n t r i b u t i o n = £ 6 4 8 k
1 1 . 2 % - 1 . 2 %
C o n t r i b u t i o n = - £ 4 1 5 k
4 . 8 t r i p s + 8 . 5 %
C o n t r i b u t i o n = £ 3 0 8 5 k
0 . 2 v o l - 5 . 3 %
C o n t r i b u t i o n = - £ 2 0 2 3 k
0 . 9 v o l + 2 . 7 %
C o n t r i b u t i o n = £ 1 0 6 2 k
£ 1 5 . 5 7 + 6 . 2 %
C o n t r i b u t i o n = £ 2 2 4 4 k
* P e n C o n t r i b u t i o n i n c l u d e s P o p u l a t i o n
g r o w t h o f 0 . 1 %
© WorldpanelTM division of TNS 2005
Lifestyle Indices – Café Direct
Share indexed on Total Market – 52 w/e Jul 17 2005
I Prefer To Eat Organic Food 258I Am Prepared to Pay More For Organic Food 254I Regard Myself As A Connoisseur Of Food And Wine 233Organic Foods Taste Better 216Organic Foods Are Better Quality 200Organic Foods Are Safer For Children 188I Prefer To Take Holidays Off The Beaten Track 188I Am Worried About The Safety Of Non-Organic Foods 185Organic Products Are Healthier 184I Buy Free Range Products Whenever I Can 180I Prefer To Shop At My Local Shops Rather Than At A Big Supermarket 178I Would Pay For Fair Trade If The Money Was Going To The Farmers 174I Try To Buy Environmentally Friendly Products 171Organic Foods Are Friendlier To The Environment 170I'm Prepared To Pay More For Good Quality Wine 155I Read The Ingredients On The Pack Before Buying 149I Always Pay My Credit Card Bills In Full 148I Eat Out Regularly 147Professional Financial Advisers Should Be Consulted Before Deciding On Financial Investments142I Would Actively Avoid Genetically Modified Foods 142I Try To Buy a Healthy Range Of Foods These Days 137
© WorldpanelTM division of TNS 2005
Fairtrade Bananas - Performance Analysis
2.5
3.6
4.4
6.8
117
146 145155
0
1
2
3
4
5
6
7
8
52 w/e Jul 21 2002
52 w/e Jul 20 2003
52 w/e Jul 18 2004
52 w/e Jul 17 2005
Sh
are
£%
100
150
200
250
Pri
ce p
er V
olu
me
Ind
ex
Share of Bananas Price per Volume Index
© WorldpanelTM division of TNS 2005
Fairtrade Bananas Demographic SignaturesBananasShare within Demographic - MAT to July
0
2
4
6
8
10
12
Class AB Class C1 Class C2 Class D Class E
2003 2004 2005
Social Class
012345678
Age under28
Age 28-34 Age 35-44 Age 45-64 Age 65+
2003 2004 2005
Housewife Age
012345678
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH
2003 2004 2005
Household Size
012345678
No Children 1 Child HH 2 Child HH 3+ Child HH
2003 2004 2005
No. of Children
- 2 . 3- 0 . 0 31 . 4 31 . 4 6P r i c e p e r V o l
- 4 . 6- 0 . 0 40 . 80 . 9T r i p V o l
- 6 . 8- 0 . 0 91 . 2 01 . 2 9T r i p S p e n d
1 9 . 00 . 6 64 . 13 . 5A W P ( V o l p e r B u y e r )
1 6 . 30 . 8 35 . 9 05 . 0 7A W P ( S p e n d p e r B u y e r )
2 4 . 80 . 9 84 . 93 . 9P u r c h a s e F r e q u e n c y
3 9 . 87 . 3 22 5 . 71 8 . 4P e n e t r a t i o n %
6 6 . 61 0 4 2 42 6 0 6 71 5 6 4 3V o l u m e ( 0 0 0 s U n i t s )
6 2 . 81 4 3 4 93 7 2 0 72 2 8 5 8E x p e n d i t u r e ( £ 0 0 0 s )
% C h a n g e
A c t u a l C h a n g e
5 2 w / e 1 7 - J u l - 0 5
5 2 w / e 1 8 - J u l - 0 4
- 2 . 3- 0 . 0 31 . 4 31 . 4 6P r i c e p e r V o l
- 4 . 6- 0 . 0 40 . 80 . 9T r i p V o l
- 6 . 8- 0 . 0 91 . 2 01 . 2 9T r i p S p e n d
1 9 . 00 . 6 64 . 13 . 5A W P ( V o l p e r B u y e r )
1 6 . 30 . 8 35 . 9 05 . 0 7A W P ( S p e n d p e r B u y e r )
2 4 . 80 . 9 84 . 93 . 9P u r c h a s e F r e q u e n c y
3 9 . 87 . 3 22 5 . 71 8 . 4P e n e t r a t i o n %
6 6 . 61 0 4 2 42 6 0 6 71 5 6 4 3V o l u m e ( 0 0 0 s U n i t s )
6 2 . 81 4 3 4 93 7 2 0 72 2 8 5 8E x p e n d i t u r e ( £ 0 0 0 s )
% C h a n g e
A c t u a l C h a n g e
5 2 w / e 1 7 - J u l - 0 5
5 2 w / e 1 8 - J u l - 0 4
- 5 0 0 0 0 5 0 0 0 1 0 0 0 0 1 5 0 0 0 2 0 0 0 0
P e n e t r a t i o n % P u r c h a s e F r e q u e n c y
T r i p V o l P r i c e p e r V o l
K e y P e r f o r m a n c e I n d i c a t o r s f o r F a i r t r a d e B a n a n a s –V a l u e u p 6 2 . 8 % w o r t h £ 1 4 . 3 m
E x p e n d i t u r e ( £ 0 0 0 s )
V o l u m e ( 0 0 0 s U n i t s )
P e n e t r a t i o n % *
P u r c h a s e F r e q u e n c yT r i p V o l
A W P ( V o l p e r B u y e r )
P r i c e p e r V o l
£ 3 7 . 2 m + 6 2 . 8 %
I n c r e a s e o f £ 1 4 . 3 m
2 6 . 1 m v o l + 6 6 . 6 %
C o n t r i b u t i o n = £ 1 4 . 8 m
2 5 . 7 % + 3 9 . 8 %
C o n t r i b u t i o n = £ 9 7 6 6 k
4 . 9 t r i p s + 2 4 . 8 %
C o n t r i b u t i o n = £ 6 0 5 6 k
0 . 8 v o l - 4 . 6 %
C o n t r i b u t i o n = - £ 9 8 0 k
4 . 1 v o l + 1 9 %
C o n t r i b u t i o n = £ 5 0 7 6 k
£ 1 . 4 3 - 2 . 3 %
C o n t r i b u t i o n = - £ 4 9 4 k
* P e n C o n t r i b u t i o n i n c l u d e s P o p u l a t i o n
g r o w t h o f 0 . 1 %
© WorldpanelTM division of TNS 2005
Lifestyle Indices – Fairtrade Bananas
Share indexed on Total Market – 52 w/e Jul 17 2005
I Prefer To Eat Organic Food 189I Am Prepared to Pay More For Organic Food 185Organic Foods Are Better Quality 177Organic Foods Taste Better 169Organic Products Are Healthier 161Organic Foods Are Safer For Children 155I Buy Free Range Products Whenever I Can 155I Am Worried About The Safety Of Non-Organic Foods 154I Try To Buy Environmentally Friendly Products 148I Would Pay For Fair Trade If The Money Was Going To The Farmers 146Organic Foods Are Friendlier To The Environment 145I Prefer To Shop At My Local Shops Rather Than At A Big Supermarket 139I Would Actively Avoid Genetically Modified Foods 128I Prefer To Take Holidays Off The Beaten Track 127I Regard Myself As A Connoisseur Of Food And Wine 125I Read The Ingredients On The Pack Before Buying 123I Regularly Take Active Exercise 123I Would Choose Locally Grown Produce If I Had The Option 122I'm Prepared To Pay More For Good Quality Wine 122I Frequently Use Public Transport 120Professional Financial Advisers Should Be Consulted Before Deciding On Financial Investments118
© WorldpanelTM division of TNS 2005
Green & Blacks Chocolate - Performance Analysis
1.0
1.6
1.9
2.7
122130
171184
0
1
2
3
52 w/e Jul 21 2002 52 w/e Jul 20 2003 52 w/e Jul 18 2004 52 w/e Jul 17 2005
Sh
are
£%
100
150
200
250
300
Pri
ce p
er V
olu
me
Ind
ex
Share of Defined Chocolate Price per Volume Index
© WorldpanelTM division of TNS 2005
Green & Blacks Demographic SignaturesDefined ChocolateBrand Share within Demographic - MAT to July
0
1
2
3
4
5
6
Class AB Class C1 Class C2 Class D Class E
2003 2004 2005
Social Class
00.5
11.5
22.5
33.5
Age under28
Age 28-34 Age 35-44 Age 45-64 Age 65+
2003 2004 2005
Housewife Age
0
0.5
1
1.5
2
2.5
3
3.5
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH
2003 2004 2005
Household Size
0
0.5
1
1.5
2
2.5
3
3.5
No Children 1 Child HH 2 Child HH 3+ Child HH
2003 2004 2005
No. of Children
5 . 40 . 0 91 . 6 81 . 5 9P r i c e p e r P a c k
- 1 3 . 0- 0 . 2 31 . 51 . 8T r i p P a c k s
- 8 . 3- 0 . 2 42 . 5 92 . 8 3T r i p S p e n d
2 . 80 . 1 45 . 14 . 9A W P ( P a c k s p e r B u y e r )
8 . 30 . 6 68 . 5 27 . 8 7A W P ( S p e n d p e r B u y e r )
1 8 . 20 . 5 13 . 32 . 8P u r c h a s e F r e q u e n c y
3 8 . 42 . 3 38 . 46 . 1P e n e t r a t i o n %
4 2 . 43 1 1 71 0 4 6 27 3 4 5P a c k s ( 0 0 0 s )
5 0 . 15 8 5 11 7 5 3 91 1 6 8 8E x p e n d i t u r e ( £ 0 0 0 s )
% C h a n g e
A c t u a l C h a n g e
5 2 w / e 1 7 - J u l - 0 5
5 2 w / e 1 8 - J u l - 0 4
5 . 40 . 0 91 . 6 81 . 5 9P r i c e p e r P a c k
- 1 3 . 0- 0 . 2 31 . 51 . 8T r i p P a c k s
- 8 . 3- 0 . 2 42 . 5 92 . 8 3T r i p S p e n d
2 . 80 . 1 45 . 14 . 9A W P ( P a c k s p e r B u y e r )
8 . 30 . 6 68 . 5 27 . 8 7A W P ( S p e n d p e r B u y e r )
1 8 . 20 . 5 13 . 32 . 8P u r c h a s e F r e q u e n c y
3 8 . 42 . 3 38 . 46 . 1P e n e t r a t i o n %
4 2 . 43 1 1 71 0 4 6 27 3 4 5P a c k s ( 0 0 0 s )
5 0 . 15 8 5 11 7 5 3 91 1 6 8 8E x p e n d i t u r e ( £ 0 0 0 s )
% C h a n g e
A c t u a l C h a n g e
5 2 w / e 1 7 - J u l - 0 5
5 2 w / e 1 8 - J u l - 0 4
- 2 0 0 0 0 2 0 0 0 4 0 0 0 6 0 0 0 8 0 0 0
P e n e t r a t i o n % P u r c h a s e F r e q u e n c y
T r i p P a c k s P r i c e p e r P a c k
K e y P e r f o r m a n c e I n d i c a t o r s f o r G r e e n & B l a c k s - V a l u e u p 5 0 . 1 % w o r t h £ 5 8 5 1 k
E x p e n d i t u r e ( £ 0 0 0 s )
P a c k s ( 0 0 0 s )
P e n e t r a t i o n % *
P u r c h a s e F r e q u e n c yT r i p P a c k s
A W P ( P a c k s p e r B u y e r )
P r i c e p e r P a c k
£ 1 7 . 5 m + 5 0 . 1 %
I n c r e a s e o f £ 5 8 5 1 k
1 0 . 5 m p a c k s + 4 2 . 4 %
C o n t r i b u t i o n = £ 5 2 1 7 k
8 . 4 % + 3 8 . 4 %
C o n t r i b u t i o n = £ 4 5 6 2 k
3 . 3 t r i p s + 1 8 . 2 %
C o n t r i b u t i o n = £ 2 1 5 2 k
1 . 5 p a c k s - 1 3 %
C o n t r i b u t i o n = - £ 1 4 9 7 k
5 . 1 p a c k s + 2 . 8 %
C o n t r i b u t i o n = £ 6 5 5 k
£ 1 . 6 8 + 5 . 4 %
C o n t r i b u t i o n = £ 6 3 4 k
* P e n C o n t r i b u t i o n i n c l u d e s P o p u l a t i o n
g r o w t h o f 0 . 1 %
© WorldpanelTM division of TNS 2005
Lifestyle Indices – Green & Blacks Chocolate
Share indexed on All Buyers – 52 w/e Jul 18 2004
I Prefer To Eat Organic Food 469I Am Prepared to Pay More For Organic Food 409I Regard Myself As A Connoisseur Of Food And Wine 320Organic Foods Taste Better 319Organic Foods Are Better Quality 307I Am Worried About The Safety Of Non-Organic Foods 292Organic Foods Are Safer For Children 290Organic Products Are Healthier 286Organic Foods Are Friendlier To The Environment 230I Buy Free Range Products Whenever I Can 210I Prefer To Take Holidays Off The Beaten Track 205I Read The Ingredients On The Pack Before Buying 199I Try To Buy Environmentally Friendly Products 194I'm Prepared To Pay More For Good Quality Wine 184I Would Pay For Fair Trade If The Money Was Going To The Farmers 181I Would Be Willing To Pay Up To An Extra £5 To Get My Groceries Delivered 178I Would Actively Avoid Genetically Modified Foods 177I Try To Avoid Products Containing Caffeine 174I Would Like To Use The Internet To Do My Shopping 171I Prefer To Shop At My Local Shops Rather Than At A Big Supermarket 164My Diet Is Very Important To Me 161
© WorldpanelTM division of TNS 2005
Are Consumers Willing to Pay Extra?Agenda
The Price Paradox
Private Label Segmentation
Fairtrade
Free Range
Organic
Retailers
© WorldpanelTM division of TNS 2005
Hens Eggs - Pricing Trends
4p
6p
8p
10p
12p
14p
16p
18p
20p
22p
24p
19
98
19
99
20
00
20
01
20
02
20
03
20
04
20
05
Free Range Non-Free Range Organic
Ave. Price per Egg
© WorldpanelTM division of TNS 2005
Hens Eggs - Organic Share Trends
0
1
2
3
4
5
6
7
8
19
98
19
99
20
00
20
01
20
02
20
03
20
04
20
05
Organic
Share - £%
© WorldpanelTM division of TNS 2005
Hens Eggs - 'Free Range' Share Trends
28
30
32
34
36
38
40
42
44
46
48
19
98
19
99
20
00
20
01
20
02
20
03
20
04
20
05
Free Range
Share - £%
© WorldpanelTM division of TNS 2005
Free Range Eggs - Performance Analysis
39.440.6
41.7
45.4
147140 135 133
20
25
30
35
40
45
50
52 w/e Jul 21 2002
52 w/e Jul 20 2003
52 w/e Jul 18 2004
52 w/e Jul 17 2005
Sh
are
£%
100
150
200
250
Pri
ce p
er V
olu
me
Ind
ex
Share of Eggs Price per Volume Index
© WorldpanelTM division of TNS 2005
Free Range Demographic SignaturesHens EggsSector Share within Demographic - MAT to July
0
10
20
30
40
50
60
Class AB Class C1 Class C2 Class D Class E
2003 2004 2005
Social Class
0
10
20
30
40
50
Age under28
Age 28-34 Age 35-44 Age 45-64 Age 65+
2003 2004 2005
Housewife Age
0
10
20
30
40
50
60
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH
2003 2004 2005
Household Size
0
10
20
30
40
50
No Children 1 Child HH 2 Child HH 3+ Child HH
2003 2004 2005
No. of Children
© WorldpanelTM division of TNS 2005
Organic Demographic SignaturesHens EggsSector Share within Demographic - MAT to July
0
2
4
6
8
10
12
14
Class AB Class C1 Class C2 Class D Class E
2003 2004 2005
Social Class
012345678
Age under28
Age 28-34 Age 35-44 Age 45-64 Age 65+
2003 2004 2005
Housewife Age
012345678
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH
2003 2004 2005
Household Size
012345678
No Children 1 Child HH 2 Child HH 3+ Child HH
2003 2004 2005
No. of Children
3 . 60 . 0 10 . 1 60 . 1 5P r i c e p e r V o l
- 0 . 8- 0 . 0 68 . 18 . 1T r i p V o l
2 . 80 . 0 31 . 2 61 . 2 2T r i p S p e n d
2 . 11 . 8 28 7 . 58 5 . 7A W P ( V o l p e r B u y e r )
5 . 80 . 7 41 3 . 6 11 2 . 8 7A W P ( S p e n d p e r B u y e r )
2 . 90 . 3 11 0 . 81 0 . 5P u r c h a s e F r e q u e n c y
6 . 64 . 2 26 8 . 66 4 . 4P e n e t r a t i o n %
8 . 91 2 0 8 7 41 4 7 4 4 2 91 3 5 3 5 5 4V o l u m e ( 0 0 0 s U n i t s )
1 2 . 82 6 0 1 32 2 9 2 5 22 0 3 2 3 9E x p e n d i t u r e ( £ 0 0 0 s )
% C h a n g e
A c t u a l C h a n g e
5 2 w / e 1 7 - J u l - 0 5
5 2 w / e 1 8 - J u l - 0 4
3 . 60 . 0 10 . 1 60 . 1 5P r i c e p e r V o l
- 0 . 8- 0 . 0 68 . 18 . 1T r i p V o l
2 . 80 . 0 31 . 2 61 . 2 2T r i p S p e n d
2 . 11 . 8 28 7 . 58 5 . 7A W P ( V o l p e r B u y e r )
5 . 80 . 7 41 3 . 6 11 2 . 8 7A W P ( S p e n d p e r B u y e r )
2 . 90 . 3 11 0 . 81 0 . 5P u r c h a s e F r e q u e n c y
6 . 64 . 2 26 8 . 66 4 . 4P e n e t r a t i o n %
8 . 91 2 0 8 7 41 4 7 4 4 2 91 3 5 3 5 5 4V o l u m e ( 0 0 0 s U n i t s )
1 2 . 82 6 0 1 32 2 9 2 5 22 0 3 2 3 9E x p e n d i t u r e ( £ 0 0 0 s )
% C h a n g e
A c t u a l C h a n g e
5 2 w / e 1 7 - J u l - 0 5
5 2 w / e 1 8 - J u l - 0 4
- 5 0 0 0 0 5 0 0 0 1 0 0 0 0 1 5 0 0 0 2 0 0 0 0 2 5 0 0 0 3 0 0 0 0
P e n e t r a t i o n % P u r c h a s e F r e q u e n c y
T r i p V o l P r i c e p e r V o l
K e y P e r f o r m a n c e I n d i c a t o r s f o r F r e e R a n g e E g g s –V a l u e u p 1 2 . 8 % w o r t h £ 2 6 m
E x p e n d i t u r e ( £ 0 0 0 s )
V o l u m e ( 0 0 0 s U n i t s )
P e n e t r a t i o n % *
P u r c h a s e F r e q u e n c yT r i p V o l
A W P ( V o l p e r B u y e r )
P r i c e p e r V o l
£ 2 2 9 . 3 m + 1 2 . 8 %
I n c r e a s e o f £ 2 6 m
1 4 7 4 . 4 m v o l + 8 . 9 %
C o n t r i b u t i o n = £ 1 8 . 6 m
6 8 . 6 % + 6 . 6 %
C o n t r i b u t i o n = £ 1 4 m
1 0 . 8 t r i p s + 2 . 9 %
C o n t r i b u t i o n = £ 6 0 8 8 k
8 . 1 v o l - 0 . 8 %
C o n t r i b u t i o n = - £ 1 4 8 9 k
8 7 . 5 v o l + 2 . 1 %
C o n t r i b u t i o n = £ 4 6 0 0 k
£ 0 . 1 6 + 3 . 6 %
C o n t r i b u t i o n = £ 7 4 4 4 k
* P e n C o n t r i b u t i o n i n c l u d e s P o p u l a t i o n
g r o w t h o f 0 . 1 %
© WorldpanelTM division of TNS 2005
Lifestyle Indices – Free Range Hens Eggs
Share indexed on Total Market – 52 w/e Jul 17 2005
I Am Prepared to Pay More For Organic Food 172I Prefer To Eat Organic Food 169I Buy Free Range Products Whenever I Can 157Organic Foods Taste Better 153Organic Foods Are Better Quality 151Organic Products Are Healthier 149I Am Worried About The Safety Of Non-Organic Foods 147Organic Foods Are Safer For Children 144Organic Foods Are Friendlier To The Environment 134I Try To Buy Environmentally Friendly Products 129I'm Prepared To Pay More For Good Quality Wine 126I Regard Myself As A Connoisseur Of Food And Wine 123I Would Pay For Fair Trade If The Money Was Going To The Farmers 123I Read The Ingredients On The Pack Before Buying 120I Prefer To Shop At My Local Shops Rather Than At A Big Supermarket 120I Try To Avoid Products Containing Caffeine 119I Would Actively Avoid Genetically Modified Foods 118I Look Out For The 'Healthy' Products 118I Prefer To Take Holidays Off The Beaten Track 118I'm Prepared To Pay More For Products That Make Life Easier 117
© WorldpanelTM division of TNS 2005
Are Consumers Willing to Pay Extra?Agenda
The Price Paradox
Private Label Segmentation
Fairtrade
Free Range
Organic
Retailers
© WorldpanelTM division of TNS 2005
0
10
20
30
40
50
60
70
801
99
8
19
99
20
00
20
01
20
02
20
03
20
04
20
05
£m’s
Total Organic Products
Annualised Value = £910m
© WorldpanelTM division of TNS 2005
Total Organic Products Demographic SignaturesTotal Retailer Share TrackSector Share within Demographic - MAT to July
0
0.5
1
1.5
2
2.5
3
Class AB Class C1 Class C2 Class D Class E
2003 2004 2005
Social Class
0
0.5
1
1.5
2
Age under28
Age 28-34 Age 35-44 Age 45-64 Age 65+
2003 2004 2005
Housewife Age
0
0.5
1
1.5
2
1 in HH 2 in HH 3 in HH 4 in HH 5+ in HH
2003 2004 2005
Household Size
0
0.5
1
1.5
2
No Children 1 Child HH 2 Child HH 3+ Child HH
2003 2004 2005
No. of Children
4 . 20 . 0 51 . 1 91 . 1 5P r i c e p e r V o l
1 . 50 . 0 32 . 32 . 3T r i p V o l
5 . 70 . 1 52 . 7 82 . 6 3T r i p S p e n d
6 . 72 . 1 53 4 . 13 1 . 9A W P ( V o l p e r B u y e r )
1 1 . 14 . 0 84 0 . 6 73 6 . 5 9A W P ( S p e n d p e r B u y e r )
5 . 20 . 7 21 4 . 71 3 . 9P u r c h a s e F r e q u e n c y
2 . 21 . 7 17 8 . 87 7 . 1P e n e t r a t i o n %
9 . 25 5 5 0 76 5 9 1 2 86 0 3 6 2 0V o l u m e ( 0 0 0 s U n i t s )
1 3 . 79 4 9 3 57 8 6 3 9 96 9 1 4 6 4E x p e n d i t u r e ( £ 0 0 0 s )
% C h a n g e
A c t u a l C h a n g e
5 2 w / e 1 7 - J u l - 0 5
5 2 w / e 1 8 - J u l - 0 4
4 . 20 . 0 51 . 1 91 . 1 5P r i c e p e r V o l
1 . 50 . 0 32 . 32 . 3T r i p V o l
5 . 70 . 1 52 . 7 82 . 6 3T r i p S p e n d
6 . 72 . 1 53 4 . 13 1 . 9A W P ( V o l p e r B u y e r )
1 1 . 14 . 0 84 0 . 6 73 6 . 5 9A W P ( S p e n d p e r B u y e r )
5 . 20 . 7 21 4 . 71 3 . 9P u r c h a s e F r e q u e n c y
2 . 21 . 7 17 8 . 87 7 . 1P e n e t r a t i o n %
9 . 25 5 5 0 76 5 9 1 2 86 0 3 6 2 0V o l u m e ( 0 0 0 s U n i t s )
1 3 . 79 4 9 3 57 8 6 3 9 96 9 1 4 6 4E x p e n d i t u r e ( £ 0 0 0 s )
% C h a n g e
A c t u a l C h a n g e
5 2 w / e 1 7 - J u l - 0 5
5 2 w / e 1 8 - J u l - 0 4
0 2 0 0 0 0 4 0 0 0 0 6 0 0 0 0 8 0 0 0 0 1 0 0 0 0 0
P e n e t r a t i o n % P u r c h a s e F r e q u e n c y
T r i p V o l P r i c e p e r V o l
K e y P e r f o r m a n c e I n d i c a t o r s f o r T O T A L O R G A N I C M A R K E T - V a l u e u p 1 3 . 7 % w o r t h £ 9 4 . 9 m
E x p e n d i t u r e ( £ 0 0 0 s )
V o l u m e ( 0 0 0 s U n i t s )
P e n e t r a t i o n % *
P u r c h a s e F r e q u e n c yT r i p V o l
A W P ( V o l p e r B u y e r )
P r i c e p e r V o l
£ 7 8 6 . 4 m + 1 3 . 7 %
I n c r e a s e o f £ 9 4 . 9 m
6 5 9 . 1 m v o l + 9 . 2 %
C o n t r i b u t i o n = £ 6 4 . 9 m
7 8 . 8 % + 2 . 2 %
C o n t r i b u t i o n = £ 1 6 . 8 m
1 4 . 7 t r i p s + 5 . 2 %
C o n t r i b u t i o n = £ 3 7 . 5 m
2 . 3 v o l + 1 . 5 %
C o n t r i b u t i o n = £ 1 0 . 5 m
3 4 . 1 v o l + 6 . 7 %
C o n t r i b u t i o n = £ 4 8 . 1 m
£ 1 . 1 9 + 4 . 2 %
C o n t r i b u t i o n = £ 3 0 m
* P e n C o n t r i b u t i o n i n c l u d e s P o p u l a t i o n
g r o w t h o f 0 . 1 %
© WorldpanelTM division of TNS 2005
Total Organics-£ Spend by Frequency Group
23
40
7
14
8
12
17
10
67
1
% Homes Buying % Spend
27+
13-26 Occasions
7-12 Occasions
2-6 Occasions
1 Occasion
23% of Organic buyers purchase once during the year & account for only 1% of spend10% of Organic buyers represent 67% of money spent on Organics
52 w/e July 17 2005
© WorldpanelTM division of TNS 2005
Outlet Shares within the Organic Market
Organics Till Roll IndexTesco 30.2 29.3 103Sainsbury 28.6 15.8 181Waitrose 20.4 3.6 567Asda 8.5 16.7 51Morrisons Tot 6.2 12.4 50Total Co-op 2.2 4.9 45Somerfield 1.4 3.8 37Tot Indepts 1.4 3.4 41Kwik Save 0.1 1.9 5
52 w/e July 17 2005Share of Grocers
© WorldpanelTM division of TNS 2005
Outlet Shares within the Organic Market
Organics Till Roll IndexTesco 30.2 29.3 103Sainsbury 28.6 15.8 181Waitrose 20.4 3.6 567Asda 8.5 16.7 51Morrisons Tot 6.2 12.4 50Total Co-op 2.2 4.9 45Somerfield 1.4 3.8 37Tot Indepts 1.4 3.4 41Kwik Save 0.1 1.9 5
52 w/e July 17 2005Share of Grocers
© WorldpanelTM division of TNS 2005
Organic Index v Social Class
Kwik Save
Tot IndeptsSomerfield Morrisons
Total Co-op Asda
Waitrose
SainsburyTesco
Total Market
0
100
200
300
400
500
600
25 30 35 40 45 50 55 60
ABC1%
Org
an
ic In
de
x
52 w/e July 17 2005
© WorldpanelTM division of TNS 2005
Lifestyle Indices – Total Organic Products
Share indexed on All Households – 52 w/e Jul 17 2005
I Prefer To Eat Organic Food 434I Am Prepared to Pay More For Organic Food 400Organic Foods Are Better Quality 322I Am Worried About The Safety Of Non-Organic Foods 309Organic Foods Taste Better 309Organic Foods Are Safer For Children 284Organic Products Are Healthier 261Organic Foods Are Friendlier To The Environment 203I Buy Free Range Products Whenever I Can 200I Try To Avoid Products Containing Caffeine 183I Regard Myself As A Connoisseur Of Food And Wine 177I Read The Ingredients On The Pack Before Buying 176I Try To Buy Environmentally Friendly Products 173I Prefer To Take Holidays Off The Beaten Track 162I Would Actively Avoid Genetically Modified Foods 161I'm Prepared To Pay More For Good Quality Wine 159I Would Pay For Fair Trade If The Money Was Going To The Farmers 156I Look Out For The 'Healthy' Products 154I Have To Shop Around To Buy All The Groceries I Need 143I Prefer To Buy Low Salt Products If They're Available 143
© WorldpanelTM division of TNS 2005
Are Consumers Willing to Pay Extra?Agenda
The Price Paradox
Private Label Segmentation
Fairtrade
Free Range
Organic
Retailers
© WorldpanelTM division of TNS 2005
Superpanel Lifestyles - Waitrose Share IndexI Prefer To Eat Organic Food 212I Regard Myself As A Connoisseur Of Food And Wine 184I Am Prepared to Pay More For Organic Food 182I Prefer To Take Holidays Off The Beaten Track 160I Am Worried About The Safety Of Non-Organic Foods 160I Buy Free Range Products Whenever I Can 157Organic Foods Are Better Quality 155I Prefer To Shop At My Local Shops Rather Than At A Big Supermarket 154Organic Foods Taste Better 152I Feel Good About Buying Fair Trade Products 151I'm Prepared To Pay More For Good Quality Wine 145Organic Foods Are Friendlier To The Environment 143I Try To Buy Environmentally Friendly Products 143Organic Products Are Healthier 140Organic Foods Are Safer For Children 137I Read The Ingredients On The Pack Before Buying 137I Always Pay My Credit Card Bills In Full 136I Buy British Whenever I Can 134I'm Prepared To Pay More For Products That Make Life Easier 132I Don't Mind Paying For Quality 132
Till Roll Share indexed on All Shoppers – 52 w/e Aug 14 2005
© WorldpanelTM division of TNS 2005
Superpanel Lifestyles - Sainsbury Share IndexI Regard Myself As A Connoisseur Of Food And Wine 129I Prefer To Eat Organic Food 124I'm Prepared To Pay More For Good Quality Wine 123I Am Prepared to Pay More For Organic Food 123Organic Foods Taste Better 121I Feel Good About Buying Fair Trade Products 117I Buy Free Range Products Whenever I Can 115I Prefer To Take Holidays Off The Beaten Track 113I Always Pay My Credit Card Bills In Full 113I Am Worried About The Safety Of Non-Organic Foods 112It Is Important To Me Which Brand I Buy 112I Try To Buy Environmentally Friendly Products 112Organic Foods Are Better Quality 111I Make A Shopping List Before I Go Out And Stick To It 110Organic Foods Are Friendlier To The Environment 110I Don't Mind Paying For Quality 110Organic Products Are Healthier 109The Brand Name Of The Clothes I Wear Is Important To Me 109I Frequently Use Public Transport 109I Tend To Buy Well Known Brands 109
Till Roll Share indexed on All Shoppers – 52 w/e Aug 14 2005
© WorldpanelTM division of TNS 2005
Waitrose Share Index
Free Range Hens Eggs 184
Café Direct 379
Fairtrade Bananas 214
Total Organic Products 567
Green & Blacks Choc. 552
Share within Waitrose Indexed on All Grocers52 w/e July 17 2005
© WorldpanelTM division of TNS 2005
Sainsbury Share Index
Free Range Hens Eggs 138
Café Direct 160
Fairtrade Bananas 189
Total Organic Products 181
Green & Blacks Choc. 156
Share within Sainsbury Indexed on All Grocers52 w/e July 17 2005
© WorldpanelTM division of TNS 2005
Lifestyle Indices – The Unimportance of Price
Share indexed on All Buyers – 52 w/e Jul 17 2005
Free Range Hens Eggs 76
Café Direct 63
Fairtrade Bananas 71
Total Organic Products 52
Green & Blacks Choc. 37
I Consider That Price Is The Most ImportantFactor When Buying A Product - Norm=100
© WorldpanelTM division of TNS 2005
I Feel Good About Buying Fair Trade Products
151
124
120
117
106
104
98
96
94
94
92
85
85
77
70
64
Waitrose
Total Co-op
M & S
Sainsbury
Tot Indepts
Somerfield
Tesco
Aldi
Safeway
Iceland
Lidl
Morrisons
Asda
Kwik Save
Netto
Farm Foods
Outlet Share Index52 w/e Aug 14 2005
© WorldpanelTM division of TNS 2005
Fairtrade versus Social Class
Waitrose
Total Co-op
Tesco
Somerfield
Sainsbury
Safeway
Netto
Morrisons
M & S
Lidl
Kwik SaveIceland
Farm Foods
Asda
AldiTotal Market
0
5
10
15
20
25
30
35
40
60 70 80 90 100 110 120 130 140 150 160
Fairtrade Index
Cla
ss
AB
52 w/e Nov 6 2005
© WorldpanelTM division of TNS 2005
Reminders
ThePrice
Paradox
© WorldpanelTM division of TNS 2005
ThePrice
Paradox
Reminders
PrivateLabel
Segmentation
© WorldpanelTM division of TNS 2005
PrivateLabel
Segmentation
ThePrice
Paradox
Fairtrade
Reminders
© WorldpanelTM division of TNS 2005
PrivateLabel
Segmentation
ThePrice
Paradox
Fairtrade
Reminders
Free Range
© WorldpanelTM division of TNS 2005
Free Range
PrivateLabel
Segmentation
ThePrice
Paradox
Fairtrade
Reminders
Organic
© WorldpanelTM division of TNS 2005
Free Range
PrivateLabel
Segmentation
Retailers
ThePrice
Paradox
Fairtrade
Reminders
Organic
© WorldpanelTM division of TNS 2005
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