Consumer X or the future of consumption - Norges Sjømatråd · Consumer X or the future of...
Transcript of Consumer X or the future of consumption - Norges Sjømatråd · Consumer X or the future of...
Consumer X
or the future
of consumption
The Portuguese Clipfish consumerKantar's point of view
Marta SantosClient Director, at Kantar Worldpanel
HH’S PANEL
It collects the purchases made in all type of
establishments (not only in Hypermarkets
and Supermarkets, Perfumeries, Fairs,
Catalog ... etc) destined to the HOMES
It allows to know constantly the response of
buyers to actions of PRICES, ADVERTISING,
TRADE ...
It allows to MAKE ANALYZES ON THE
MODERN DISTRIBUTION
MEASURES WHAT THE HH
PURCHASES
4.000Households
Sample
Scope:
Universe: Homes of Continental Portugal
Complete coverage of distribution channels for
consumer products
2017 Universe:
4.053.863 Household of Mainland of Portugal
All FMCG products are included: all categories
All household members enter the purchases they make
Purchases of products without a bar code are collected through a
Codebook
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SHOPPER'S NEEDS CHANGE: MORE WELLBEING AND CONVENIENCE
HIGHLY ENGAGED WITH “PROMO” AND “PRICE”
“I SEARCH THE PRODUCTS IN PROMOTION "
89%-2,6ppvs 2014
Kantar Worldpanel Life Styles: % of Household’s that agree with the statement, 2017 vs 2014
“I DO NOT MIND PAYING MORE FOR QUALITY"
66%+10,4pp
vs 2014
“NOWADAYS I EAT LESS FATS"
78%+1,3ppvs 2014
MORE “HEALTHY”
“I AM WILLING TO PAY MORE FOR PRODUCTS THAT MAKE IT EASIER FOR ME TO
DO THE HOUSEWORK"
52 %+24,5pp
vs 2014
MORE “CONVENIENCE”
“I AM INFORMED ABOUT THE PRODUCTS IN TV ADS"
45%+15,6pp
vs 2014
MORE INFORMED
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4
% YEAR ON YEARVALUE GROWTH
Global FMCG
Global GDP
2012 2013 2014 2015 2016 2017
FMCG DECOUPLEDFROM ECONOMIC GROWTH
GROWING PENETRATIONIS THE ONLY WAY TO WIN
5
0
2
4
6
8
10
12
0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0
Fre
qu
en
cy p
er
bu
yer
Penetration more variable than frequency
TOTAL CODFISH | % PENETRATION – ROLLING MAT
91,2
89,8 89,4
88,1 88,287,3
2012 2013 2014 2015 2016 2017
COD ATTRACTIVENESS IS INCREASINGLY DIFFICULT
LINK Q | CHRISTMAS PLANNING 2017
AND STILL IN THE HEART OF PORTUGUESE HABITS
9384
77 77 7564
CodFish Vegetables Bolo Rei Dry Fruits TraditionalPortugueseSweets
Pralines andChocolates
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TRADITION IS STILL ALIVE
“I try to choose
traditional dishes“
54%
LESS TYPICAL DISHES
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20%
% OCCASIONS SHARE
+7,5%
16,1%
+2,1%
4,4%
+12,9%
5,8%
-0,2%
5,2 %
+11,7%
4,1%
+19,1%
COLD / WITHOUT COOKING
BOILED
STEWED OVENFRIED
GRILLED
* FOOD : Fresh, Frozen and Salted and Sweet Groceries
CONSUMPTION | FOOD * | 2016 vs 2015
NOT ENOUGH TIME
LIFESTYLE 2017 | % POSITIVE ANSWERS
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It seems like I
never have
spare time
2017 vs 2011
-2,4%
47,7%
I have
enough time
to cook
59,6%
2017 vs 2011
-7,7%In some products, I
prefer the speed and
ease of preparation
58,4%
2017 vs 2011
+15,4%
CONVENIENT SOLUTION : FROZEN COD
FROZEN COD vs DRIED COD| PER CAPITA CONSUMPTION | ROLLING MAT
DRIED COD FROZEN COD
6,696,85
6,93
6,676,60
6,326,16
6,24 6,30 6,23 6,16
5,98 6,055,93
MAT
T1
2014
MAT
T2
2014
MAT
T3
2014
MAT
T4
2014
MAT
T1
2015
MAT
T2
2015
MAT
T3
2015
MAT
T4
2015
MAT
T1
2016
MAT
T2
2016
MAT
T3
2016
MAT
T4
2016
MAT
T1
2017
MAT
T2
2017
Consumo per Capita
Linear (Consumo per Capita)
0,55 0,57 0,58 0,56
1,25 1,21 1,23 1,20 1,21 1,25 1,211,28 1,24 1,26
MAT
T1
2014
MAT
T2
2014
MAT
T3
2014
MAT
T4
2014
MAT
T1
2015
MAT
T2
2015
MAT
T3
2015
MAT
T4
2015
MAT
T1
2016
MAT
T2
2016
MAT
T3
2016
MAT
T4
2016
MAT
T1
2017
MAT
T2
2017
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OCCASIONS EVOLUTION IN % - USAGE 2015 VS USAGE 2014
-26,1-18,0 -16,4 -15,3 -13,6 -13,3 -11,7 -8,1
10,6
-10,7 -13,5 -14,1 -15,5 -15,9 -18,0
Co
okin
g F
lou
r
+B
akin
g P
ow
de
r
Po
tato
es
Dry
Ve
ge
tab
les
Co
okin
g &
Oliv
e
Oils
Sa
uc
es
&
Se
aso
nin
gs
Ye
llow
Fa
ts
Ric
e
Pa
sta
Fre
sh &
In
du
stria
l
Bre
ad
Fis
h/S
ea
foo
d
Eg
gs
Fru
it
Ve
ge
tab
les
Me
at
Drie
d C
od
Carbohydrates
-15%
Proteins
-13%
COD THE MOST IMPACTED PROTEIN
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INCONVENIENTCONCLUSIONS
INCREASE PENETRATIONIS THE ONLY WAY TO WIN
13
0
2
4
6
8
10
12
0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0
Fre
qu
en
cy p
er
bu
yer
Penetrationmore variable than frequency
Cmm meta database – 178 CMMs – 14 countries – 58 brands
PROMOTION IS ALL ABOUT THE SHORT TERM WHERE THEY BEAT ADVERTISING
drink food household personal
Other %
Digital %
TV %
Promotion %
BaseLine %
Drink Food Household Personal
15
2/3 OF PURCHASE PROPENSITY IS LOSTAT POINT OF PURCHASE
OF ADDITIONALSALES
+63%
16
TOO MANY SMALL INNOVATIONSDESPITE OPPORTUNITIES TO PREMIUMIZE
88.262 new SKUs measured across 5 countries.
356
285
199
3
Price
Volume
Trips
Buyers
Number of launches with
significant positive shopper
behavior change
Only 1% of new SKUs achieve
a penetration of at
least 1% in their first year
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NOTHING OLDERTHAN AN IGNORANT YOUNG PERSON
% MARKETINGSPEND
% SHAREOCCASIONS
0100 000200 000300 000400 000500 000 0 100 000 200 000 300 000 400 000 500 000
Source : Pordata (INE Portugal) 22 January 2018
Portuguese Population by Gender (in thousands)
4 OUT OF 10 PORTUGUESE HAVE MORE THAN 50 y.o
85+
80-84
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
10-14
5-9
0-4
Man Woman
Portuguese Population Total(in
thousands)
4.882.456 5.427.117
10.309.573
428.244
490.004
524.168
558.165
538.556
551.919
614.838
731.253
811.722
758.984
756.882
714.805
653.393
606.795
510.244
426.680
347.305
285.616
85+
80-84
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
10-14
5-9
0-4
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T h a n k s
www.kantarworldpanel.com/pt
twitter.com/KWP_Portugal
Follow us in :
The Portuguese Clipfish consumer
Kantar's point of view
Marta Santos
Client Director, at Kantar Worldpanel