21
ASIAN VEGETABLES REGULAR ANALYSIS YEAR TO 24/01/2015
| Date post: | 17-Jan-2016 |
| Category: |
Documents |
| Upload: | hillary-patterson |
| View: | 219 times |
| Download: | 0 times |
ASIAN VEGETABLES REGULAR ANALYSISYEAR TO 24/01/2015
Copy
right
©20
12 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
2
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).
Asian Veg: Pak Choi, Buk Choi, Chinese Broccoli, Choy Sum, Chinese Cabbage/Wombok, Gai Choy and Ong Choi
Copy
right
©20
12 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
4
HIGHLIGHTS
RECOMMENDATIONSActivate awareness and recipe ideas for Asian Vegetables through the rising influence of food media and innovative Asian restaurants in home cuisine. This can help expand the appeal of the crop among Bustling Families who are lapsing out of the vegetable, especially since they consume the most on average.
Asian Vegetables represent 1.0% of the total value market share of Vegetables. Its buyer base has reduced this year to less than one-third of Australian households, however, they have increased their spend and frequency of purchase. Established Couples are gaining relevance for Asian Vegetables as they have increased their contribution to volume sales substantially from 24% to 31%. Bustling families are also important accounting for 19% of the volume sales.
Smaller (1-2 member) households account for almost half of the volume sales. They have lost Asian Vegetable buying households this year but have witnessed rise in number of trips and consumption this year.
Non-supermarkets represent 38% of Asian Vegetables value sales and 58% of volume sales and have witnessed growth in terms of both metrics.
Almost half of Woolworths shoppers are purchasing Asian Vegetables on their visit to Woolworths stores. Headroom to elevate conversion to levels enjoyed by Cucumber, Fresh Salad, and Broccoli.
Consumption of Asian Vegetables increased across all states except WA. However, the number of buying households have reduced across all states except QLD.
Non-supermarkets and Green Grocers still dominate the trade access for Asian Vegetables. Coles and Woolworths can compete better and leverage the growing positive consumer sentiment for the crop (Colmar Brunton Wave 16)
As Asian Vegetables increase penetration among Ready to Eat Meals (Colmar Brunton Wave 16) and convenience formats, marketing programs can be steered towards suggested uses for in-home consumption.
Copy
right
©20
12 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
5Copy
right
© 2
014
The
Nie
lsen
Com
pany
. Con
fiden
tial a
nd p
ropr
ieta
ry.
Market OverviewAsian Vegetables
Copy
right
©20
14 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
6
Share of Market VolumeTotal VegetablesAustralia
Share of Market ValueTotal VegetablesAustralia
Asian Vegetables maintained 0.6% of total volume and 1.0% of total value market share of Vegetables over the last year.
Source: Nielsen Homescan
Last year This year
23.3% 23.5%
22.8% 22.3%
10.7% 11.1%
11.0% 10.5%
10.2% 10.1%
5.6% 5.3%
5.7% 5.9%
4.8% 5.1%3.2% 3.2%2.1% 2.3%0.6% 0.6%
Last year This year
39.9% 40.0%
11.5% 11.4%
4.8% 4.5%
14.0% 14.2%
4.2% 4.1%3.9% 4.2%3.0% 3.0%2.3% 2.6%7.9% 7.6%7.5% 7.5%
1.0% 1.0%
Copy
right
©20
14 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
7
T. Vegetables Asian Veg-etables
Cabbage Cucumbers Fresh Salad Broccoli Cauliflower Celery
363.1
10.8 7.3 17.6 34.8 20.5 12.3 9.1
380.4
11.3 8.0 19.9 36.0 21.3 13.9 9.2
T. Vegetables Asian Veg-etables
Cabbage Cucumbers Fresh Salad Broccoli Cauliflower Celery
88.8
1.6 2.0 6.1 2.4 5.2 2.3 2.0
87.6
1.7 2.0 5.7 2.5 5.1 2.2 2.1
T. Vegetables Asian Veg-etables
Cabbage Cucumbers Fresh Salad Broccoli Cauliflower Celery
99.7
33.2
56.0
80.4 77.6 76.463.7 68.0
99.6
32.6
56.5
80.7 78.6 76.261.2 67.4
How many Households buy
annually?
How much (Kg) do they buy per year?
How much ($) do they spend per year?
This YearLast year
Source: Nielsen Homescan
Asian Vegetables lost 47,115 buying households while their consumption and average spend have increased compared to last year.
Copy
right
©20
14 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
8
How much ($) do they spend per occasion?
How much (Kg) do they buy per occasion?
How often do they buy annually?
Source: Nielsen Homescan
T. Vegetables Asian Veg-etables
Cabbage Cucumbers Fresh Salad Broccoli Cauliflower Celery
50.3
4.4 3.710.1 7.9 10.0
5.0 5.0
50.7
4.5 3.79.8 8.1 9.8
5.0 4.7
T. Vegetables Asian Veg-etables
Cabbage Cucumbers Fresh Salad Broccoli Cauliflower Celery
1.76
0.360.54 0.61
0.310.52 0.46 0.41
1.73
0.370.56 0.58
0.310.52 0.45 0.45
T. Vegetables Asian Veg-etables
Cabbage Cucumbers Fresh Salad Broccoli Cauliflower Celery
7.21
2.461.99 1.74
4.39
2.06 2.451.82
7.50
2.52 2.18 2.02
4.45
2.172.78
1.95
The rise in average spend is due to an increase in both spend per trip and number of trips for Asian Vegetables compared to last year. Furthermore, there is also a slight increase in volume per trip this year.
This YearLast year
Copy
right
©20
14 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
9Source: Nielsen Homescan
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
4 W
/E 2
7/12
/201
4
4 W
/E 2
4/01
/201
5
7.8 7.48.6 8.5 8.1 8.0 7.9 8.0 8.4
7.6 7.9
6.2
7.77.1
7.78.6
8.1 8.3 8.28.9
8.0 7.6 7.97.3
6.2
7.8
0.50.5
0.5 0.5
0.6
0.50.6
0.5
0.50.5 0.5
0.6
0.5 0.5
0.6
0.5
0.5 0.5
0.6
0.5 0.5 0.5
0.5
0.6 0.6
0.6
Penetration of households Average Volume per household every 4 weeks
The number of buying households as well as consumption has witnessed some growth in the latest 4 weeks compared to same period last year.
Kg
Copy
right
©20
14 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
10Source: Nielsen Homescan
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
4 W
/E 2
7/12
/201
4
4 W
/E 2
4/01
/201
5
7.8 7.48.6 8.5 8.1 8.0 7.9 8.0 8.4
7.6 7.9
6.2
7.77.1
7.78.6
8.1 8.3 8.28.9
8.0 7.6 7.97.3
6.2
7.8
3.43.6 3.5 3.5 3.5
3.3
3.63.5 3.4
3.6 3.63.7
3.4
3.7 3.7
3.1
3.53.6
3.83.7 3.6 3.6 3.6
3.94.2
3.9
Penetration of households Average $ spend per household every 4 weeks
The average spend for Asian Vegetables has increased by $0.50 January 2015 compared to the same period year ago. It is normalising after reaching a 2-year high in December 2014.
Copy
right
©20
14 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
11Source: Nielsen Homescan
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
4 W
/E 2
7/12
/201
4
4 W
/E 2
4/01
/201
5
3.43.6 3.5 3.5 3.5
3.33.6 3.5 3.4
3.6 3.6 3.73.4
3.7 3.7
3.13.5 3.6 3.8 3.7 3.6 3.6 3.6
3.94.2
3.9
2.34 2.46 2.45 2.53 2.47 2.42 2.48 2.42 2.44 2.53 2.56 2.612.42
2.58 2.522.28
2.442.59 2.62 2.53 2.53 2.48 2.60
2.812.97 2.77
1.4 1.5 1.4 1.4 1.4 1.3 1.5 1.4 1.4 1.4 1.4 1.4 1.4 1.4 1.5 1.4 1.4 1.4 1.4 1.4 1.4 1.4 1.4 1.4 1.4 1.4
Average $ spend per household every 4 weeks $ spend per purchase occasion Average purchase occasions every 4 weeks
This month’s greater average spend on Asian Vegetables compared to last year is driven by the higher spend per trip as shopping occasions remain stable.
Copy
right
©20
14 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
12
DemographicsAsian Vegetables
Copy
right
©20
14 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
14Source: Nielsen Homescan
Distribution of BuyersAustralia
Distribution of VolumeAustralia
Last Year This Year
8% 9%
11% 11%
15% 14%
11% 11%
13% 12%
26% 26%
16% 18%
Last Year This Year
8% 7%
9% 9%
20% 19%
11%12%
14%8%
24%31%
13% 14%
Established Couples continue to be valuable buyers of Asian Vegetables and have significantly increased their consumption contribution this year. Bustling Families are also important for Asian Vegetables.
Copy
right
©20
14 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
15
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
33.241.2
36.5 35.840.8
20.1
38.931.132.6
43.335.7 32.7
41.2
18.6
37.3 33.2
ALL SHOPPERS START UP FAM-ILIES
SMALL SCALE FAMILIES
BUSTLING FAM-ILIES
YOUNG TRANSITION-
ALS
INDEPENDENT SINGLES
ESTABLISHED COUPLES
SENIOR COUPLES
4.4 4.1 3.8
4.85.2
4.3 4.3 4.34.53.9 3.7
4.7
5.9
3.6
5.1
3.9
ALL SHOPPERS START UP FAM-ILIES
SMALL SCALE FAMILIES
BUSTLING FAM-ILIES
YOUNG TRANSITION-
ALS
INDEPENDENT SINGLES
ESTABLISHED COUPLES
SENIOR COUPLES
0.360.43
0.340.44
0.300.40
0.33 0.310.37 0.36 0.37
0.48
0.33 0.320.39
0.32
Whilst Established Couples have lost 28,923 households from this consumer group increased their number of trips and consumption per trip of Asian Vegetables. Bustling Families lost 33,391 buying households this year but post the highest consumption across lifestages.
This YearLast year
Copy
right
©20
14 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
16Source: Nielsen Homescan
Distribution of BuyersAustralia
Distribution of VolumeAustralia
Last Year This Year
52% 53%
18% 18%
19% 18%
11% 11%
Last Year This Year
46% 49%
17%15%
23%24%
14% 11%
Smaller (1-2 member) households are important buyers for Asian Vegetables, further increasing their consumption to account for almost half of the volume sales.
Copy
right
©20
14 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
17
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
33.229.6
37.2 39.7 37.532.6
29.2
37.6 38.2 36.2
ALL SHOPPERS HH SIZE 1-2 MEMBERS HH SIZE 3 MEMBERS HH SIZE 4 MEMBERS HH SIZE 5+ MEMBERS
4.4 4.3 4.44.8 4.44.5 4.6
4.24.7
3.9
ALL SHOPPERS HH SIZE 1-2 MEMBERS HH SIZE 3 MEMBERS HH SIZE 4 MEMBERS HH SIZE 5+ MEMBERS
0.360.32 0.34
0.410.46
0.37 0.34 0.33
0.470.43
Smaller households (1-2 Members) have witnessed buyer leakage this year but are the only household group to have increased both their consumption and number of trips.
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
How many Households buy
annually?
How often do they buy annually?
Copy
right
©20
12 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
18Copy
right
© 2
014
The
Nie
lsen
Com
pany
. Con
fiden
tial a
nd p
ropr
ieta
ry.
Retail HealthSituation by StateAsian Vegetables
Copy
right
©20
14 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
19
Share by RetailersThis YearAsian Vegetables
Sales vs. Last YearThis year vs. Last yearAsian Vegetables
Other Supermarkets
Non Supermarkets
Volu
me
Valu
e
Non Supermarkets have performed well and are driving the overall value and volume sales growth of Asian Vegetables. Coles posted growth in terms of volume sales but declined in value, while Woolworths posted a drop in both value and volume sales.
Source: Nielsen Homescan
58%
16%
1%3%
9%
12%
13%
-4%
54%
-18%-17%
17%
6%
22%
1%
26%
-1%-2%
-11%
4%
38%
9%
1%3%
27%
21%
Copy
right
©20
14 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
21
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 24/01/2015
Copyright © Page 1 of 1
Homescan isights v3.0 .Dictionary v1.5
Source: Nielsen Homescan
Almost 50% of Woolworths shoppers purchasing Asian Vegetables anywhere chose to buy the vegetable at Woolworths. Headroom to drive better conversion and achieve levels of other green vegetables.
Account Shopper ConversionYear to 24/01/2015 | Woolworths (WW)
Copy
right
©20
14 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
22
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 24/01/2015
Copyright © Page 1 of 1
Homescan isights v3.0 .Dictionary v1.5
Source: Nielsen Homescan
Almost 42% of Coles shoppers that buy Asian Vegetables, prefer to buy it while shopping at Coles. Opportunity to drive better conversion relative to Woolworths and achieve levels of Cucumber, Fresh Salad and Broccoli.
Account Shopper ConversionYear to 24/01/2015 | Coles
Copy
right
©20
14 T
he N
iels
en C
ompa
ny. C
onfid
entia
l and
pro
prie
tary
.
23
34.8 33.8
1.51.7
SA + NT (9%)
VIC (29%)
NSW (35%)
QLD (15%)
WA (9%)
Average KG per Buyer
Penetration this year vs. last year
( ) State share of Asian Vegetables $ sales consumption
Is there a particular State driving the category performance?
Source: Nielsen Homescan
35.2 34.4
2.3
1.8
30.4 28.4
1.5
1.8
28.3 30.1
1.0
1.2
36.6 34.3
1.8 1.9
Consumption has increased across all the Australian states except WA.
However, the number of buyers have declined for all the states except in QLD, where they added 28,958 buying households.
THANK YOU
