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1 SCA GROCERY BUYERS 2018 METRO GROCERY BUYERS 25-54 | NOVEMBER 2018
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SCA GROCERY BUYERS 2018METRO GROCERY BUYERS 25-54 | NOVEMBER 2018
THE SCA BRAND IS #1 WHEN IT COMES TO REACHING GROCERY BUYERS 25-54 ACROSS METRO
AUSTRALIA….
grocery buyers 25-54 across metro markets each week
T H E S C A B R A N D R E A C H E S …
1,764,000REACH OF GROCERY BUYERS 25-54
NATIONAL- METRO
21,000
312,000
586,000
695,000
830,000
1,074,000
1,229,000
1,230,000
323,000
1,609,000
1,654,000
1,764,000
Macquarie Sport
News Talk Network
SmoothFM Network
Classic Hits/ Gold Network
The Triple M brand
KIIS Network
Nova Network
The Hit brand
Macquarie Radio Network
ARN
Nova ENT
The SCA brand
Source: GFK Radio Ratings (ERAM). Survey 6, 2018. Mon-Sun 5:30am-12midnight. National- Metro. SCA: The Triple M Brand (Triple M FM + MMM Classic Rock Digital, MMM Modern Digital & MMM Greatest
Hits Digital + MMM Country) & Hit Brand (Hit FM + Budda Hits Digital, Urban Hits, Easy Hits Digital & Old Skool Digital) Grocery Buyers 25-54. Cume.
THE SCA BRAND - PERTH
GB’s 25-54: 312,000
THE SCA BRAND - ADELAIDE
GB’s 25-54: 153,000
THE SCA BRAND - BRISBANE
GB’s 25-54: 279,000
THE SCA BRAND - SYDNEY
GB’s 25-54: 470,000
THE SCA BRAND - MELBOURNE
GB’s 25-54: 550,000
LET’S TAKE A LOOK AT THE
GROCERY BUYING HABITS OF THE
SCA MAIN GROCERY BUYER
SCA MAIN GROCERY BUYERS 25-54 VISIT THE SUPERMARKET AT LEAST SEVERAL TIMES A WEEK1 in 2
3%
43%40%
8%
1% 2%
Everyday Several times a week Once a week Once a fortnight Once a month Less often
How often do you visit the supermarket?
OF SCA MAIN GROCERY BUYERS 25-54
CLOSE TO,
Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Frequency visit supermarket
THE MAJORITY OF SCA GROCERY BUYERS DO NOT
HAVE A SET DAY THEY VISIT THE SUPERMARKET…
9% 7%11% 11% 10%
21%
13%
38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Monday Tuesday Wednesday Thursday Friday Saturday Sunday No set day -Just
wheneverneed
Days of the week go grocery shopping:
OF SCA MAIN GROCERY BUYERS 25-54
SCA grocery buyers 25-54 are more likely to visit the supermarket on the weekend, although for the majority of them
this changes at times. It is also interesting to note that while weekends are the most popular time of the week for
SCA grocery buyers to visit the supermarket, during the week the most popular days are mid-week.
Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Days of week visit supermarket.
AFTERNOONS ARE THE MOST POPULAR TIME OF DAY SCA GROCERY BUYERS ARE
VISITING THE SUPERMARKET.
Time of day visit their main supermarket:
OF SCA MAIN GROCERY BUYERS 25-54
28% 28%
23%
6%
1%
12%
30%
36%
9%5%
1%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Daytime (before 1pm) Afternoon (1pm-5pm) Early Evening (5pm-8pm) Evening (8pm-11pm) Late Night (11pm-5.30am) Don't go on weekday/ weekend
Weekday Weekend
Source:[1] Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Time of day visit main supermarket [2] Southern
Cross Austereo Retail Lifestyle Study 2008. National Metro Sample N=7277. Does advertising influence your retail purchases, does RADIO advertising influence your retail purchases.
Whether it’s a weekday or weekend shop, afternoons (1pm-5pm) is the most
popular time of day SCA grocery buyers 25-54 visit the supermarket. By your
brand advertising to these potential consumers of an afternoon when they are
likely to be on their way to the grocery store means you have the chance to
drive them directly to your store/ brand.
If it’s not the afternoon, they are likely to be going sometime before 1pm.
62%listened to radio in the
13 minutes
prior to shopping!
Plus,
Frequency visit their main supermarket: Main shop vs. Top up shop
OF SCA MAIN GROCERY BUYERS 25-54
51%
18%
7%3% 2%
9% 8%
28%
21%
13%
5% 4%
13% 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Once a week Twice a week Three times a week Four times a week Five+ times a week No trips in the past week Don't usually do a mainshop/ Top up shop
Main Shop Top Up Shop
Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Frequency – main vs. top-up shop.
Whether it is a main shop or just a top-up shop, the majority of these SCA grocery buyers are doing a grocery shop
once a week. More than 1 in 2 say they do their main grocery shop once per week and close to half say they do a
top up shop once or twice a week. Plus, 86% of grocer buyers do top tup shops each week, meaning there are
many opportunities across the week to talk to these SC grocery buyers before they hit the grocery store.
THE MAJORITY OF SCA GROCERY BUYERS DO ONE MAIN SHOP AND ONE OR TWO TOP UP
SHOPS PER WEEK…
Average weekly spend at the supermarket:
OF SCA MAIN GROCERY BUYERS 25-54
2%6%
19%
29%
22%
12%
4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Under $20 $20 - $49 $50 - $99 $100 - $149 $150 - $199 $200 - $249 $250 - $299 $300+
Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Average weekly spend – supermarket.
The majority of main grocery buyers 25-54 are spending on average more than $100 on their weekly grocery shop. In fact, 1 in 5 SCA grocery buyers are spending more than $200 on an
average weekly grocery shop. It is also no surprise that parent grocery buyers are spending more money on groceries each week in comparison to non-parent grocery buyer listeners.
THE MAJORITY OF GROCERY BUYERS ARE SPENDING ON AVERAGE UPWARD OF $100
ON GROCERIES EACH WEEK…
20% SPEND MORE THAN $200 ON AN AVERAGE WEEKLY SHOP
71% SPEND MORE THAN $100 ON AN AVERAGE WEEKLY SHOP
42%
55%
Non-Parent GB's 25-54 Parent GB's 25-54
% OF LISTENERS THAT SPEND ON AVERAGE
$150 OR MORE EACH WEEK ON GROCERIES
SCA GROCERY BUYERS ARE LIKELY TO BE DRIVEN BY PRICE AND AUSTRALIAN MADE PRODUCTS
WHEN GROCERY SHOPPING
SUPERMARKET ATTITUDES:
OF SCA MAIN GROCERY BUYERS 25-54:
For most SCA grocery buyers, they are
always on the look out for specials and
bargains when they hit the grocery store.
In fact, more than two-thirds of the SCA
grocery buyer audience say they shop a
lot for specials and bargains and say they
often switch brands due to price.
Plus, they value Australian made
products and constantly on the look out
for new brands in the supermarket. These
grocery buyers are likely to have the
consumer attributes you’re looking for.
SAY THEY SHOP A LOT FOR
SPECIALS AND BARGAINS
68%SAY THEY OFTEN SWITCH BRANDS
FOR FOOD DUE TO BARGAINS/ SPECIAL
OFFERS
67%SAY THEY TRY TO BUY PRODUCTS
THAT ARE AUSTRALIAN MADE
59%SAY THEY ALWAYS
BUY FRUIT/ VEGIES/ MEATS AT THE SUPERMARKET
58%SAY PRIVATE LABEL
OFFERS SAME QUALITY AS WELL-KNOWN BRANDS
54%
SAY THEY TRY TO BUY HOUSEHOLD PRODUCTS THAT WON'T POLLUTE
THE ENVIRONMENT
50%SAY THEY ALWAYS
READ PRODUCT LABELS
46%SAY THEY LOOK OUT FOR NEW
BRANDS AT THE SUPERMARKET
46%SAY THEY PAY
EXTRA FOR WELL-KNOWN BRANDS
35%SAY THEY DON'T
HAVE TIME TO SHOP AROUND FOR DAY TO DAY THINGS
32%
Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Supermarket Attitudes.
IT IS INTERESTING TO NOTE THAT 3 IN 5 SCA GROCERY BUYERS 25-54 ARE PARENTS AND THEIR
KIDS ARE INFLUENCING THEIR PURCHASE DECISIONS TOO…
SUPERMARKET ATTITUDES:
OF SCA MAIN GROCERY BUYERS 25-54:
It is important for brands to understand the power children have on the purchasing choices and habits of
their parents, particularly with more than 3 in 5 SCA grocery buyers 25-54 being parents. 3 in 5 of these
SCA grocery buyers say their children influence the purchase decisions for food and more than 1 in 2 say
their kids influence their decision for clothing.
SAY THEY KEEP AN EYE ON THEIR KIDS EATING
BECAUSE OF CONCERNS ABOUT
OBESITY
64%SAY THEIR
CHILD/CHILDREN INFLUENCE PURCHASING
DECISIONS FOR FOOD
60%
SAY WHEN THEIR KIDS COMES GROCERY
SHOPPING THEY TEND TO SPEND MORE
54%SAY THEIR KIDS
INFLUENCE PURCHASING
DECISIONS FOR CLOTHING
54%
Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Supermarket Attitudes.
ARE PARENTS
62%
OF SCA PARENT MAIN GROCERY BUYERS 25-54:
SUPERMARKET BRANDS
IT IS NO SURPRISE THAT COLES AND WOOLWORTHS ARE THE SUPERMARKET FIRST TO
MIND AMONG SCA GROCERY BUYERS….
77%
72%
51%
39%
13%
6% 6% 6%4% 3%
1% 1% 1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Coles Woolworths Aldi IGA None Other Foodworks Costco Foodland Don't know Farmer Jacks Bi-Lo Ritchies Harris Farm Franklins
Supermarkets first to mind…
OF SCA MAIN GROCERY BUYERS 25-54:
Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Supermarket awareness.
s
WHEN IT COMES TO THE SUPERMARKETS THEY HAVE SHOPPED AT IN THE PAST 12
MONTHS, COLES AND WOOLWORTHS ARE NECK IN NECK…
75% 74%
57%
35%
9% 9%6% 5% 4% 3% 3% 2% 2% 1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Coles Woolworths Aldi IGA ColesOnline
Costco WoolworthsOnline
Foodworks Foodland Harris Farm Drakes Ritchies FarmerJacks
Spar Other None in thepast 12months
Supermarket shopped at in the past 12 months:
OF SCA MAIN GROCERY BUYERS 25-54:
Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Supermarket shopped at – p12m
74%72%
62%
39%
21%18%
14%11%
9% 8% 8%6% 6% 5% 5% 4% 3% 2% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Coles Woolworths Aldi IGA Costco ColesOnline
WoolworthsOnline
Foodworks Foodland Harris Farm None Drakes Ritchies FarmerJacks
Franklins Spar Pick & Pay Action Cut Price Other
Supermarket consider shopping at in the future:
OF SCA MAIN GROCERY BUYERS 25-54:
Source: Nielsen Clear Decisions. Survey 5, 2018. National Metro 4-way NOL. Metro TV markets. Grocery buyers- main 25-54. SCA. Supermarket consider shopping at in the future.
MUCH THE SAME WHEN IT COMES TO THEIR CONSIDERATION SET, COLES AND
WOOLWORTHS ARE KING, WITH ALDI TRACKING NOT TOO FAR BEHIND…
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THANK YOU!
What is ERAM?
ERAM is the GfK re-analysis package specifically
designed for quick, easy and flexible analysis of radio
audience surveys.
Where does the information come from?
Both paper diaries and e-diaries are used for measuring
audiences in the larger radio markets.
Eight surveys are done each year in each of the five
major capital cities. These cities are surveyed for 34
weeks of the year. In addition other smaller markets are
surveyed on an ad hoc basis. Radio diary participants
are geographically selected in proportion to the
distribution of the population. Each market is split into
geographic regions and sub-regions dubbed statistical
local areas (SLAs). Each SLA is split further into
interviewing areas or census collectors districts (CD's).
Homes are then statistically selected and approached
within these CD's. A "single source lifestyle
questionnaire" is enclosed in the diary. The diary
contains relevant lifestyle and purchasing
habits/intentions relating to the household.
What is Clear Decisions?
Clear Decisions is a Syndicated Multi-Media
database that incorporates information collected
from people aged 14+.
The data is collected through a combination of a
30 minute face to face interview, a self completion
diary, and fused media currency ratings for TV
(OzTam) and Radio (Gfk).
Where does the information come from?
Nielsen Media Research has a team of over 400
experienced interviewers who conduct the survey.
Every survey placed into the field is personally
collected ensuring a high return rate.
Clear Decisions is in field 40 out of 52 weeks a
year (no surveys conducted late December/early
January due to the holiday season).
The Clear Decisions database is based on a
rolling 12 month survey database (i.e The newest
month of data is added and the oldest month is
dropped). Databases are updated 10 times per
year.
(07) 3361 0109 I EXT: 4109
Level 1, 309 North Quay,
Brisbane, QLD, 4000
For more information, please contact
Alicia FedericoJunior Research Analyst - Sales
