CSGA - IpsosExample Category Report

© 2014 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

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ContentsCategory Trending Report

Introduction: page 3

Report accuracy: page 4

Highlights: page 6

• Market size & participation: p.8• Seasonality & segment trends: p. 9• Retail trends: p.10 - 13• Brand trends: p.14 - 16 • Demographics: p.17

Category profile: pages 8 - 17

Appendix - information source: page 19

Ipsos contact details: page 20

Example only

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This report was prepared by Ipsos Reid, Canada’s largest market research firm, on behalf of the Canadian Sporting Goods Association.

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Unless otherwise stated, all information contained in this report is confidential and proprietary to Ipsos and may not be disclosed or reproduced without the prior written consent of Ipsos.

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Except where otherwise noted, all information in this report is based on survey data from a representative sample of consumers, all of whom are members of the Ipsos panel in Canada. Ipsos adheres to industry best practices in designing and conducting its research surveys. As

with all survey based data, the information in this report is subject to normal statistical variation and should be regarded as best estimates. Caution should be used especially when

interpreting data for small share brands, retailers or market segments.

© 2014 Ipsos. All rights reserved.

Introduction Example only

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The survey for this report was administered to a sample of consumers drawn at random from the Ipsos online panel in Canada. Weighting was employed to balance demographics to ensure that the

sample's composition reflects that of the Canadian household population according to Statistics Canada census data and to provide results intended to approximate the entire population.

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Sample size and report accuracy vary by category. For instance, for a sample size of 1,500 the results can be considered accurate within ±2.5 percentage points, 19 times out of 20, of what they would

have been had the entire population been surveyed at random. A sample of 1,000 would be accurate within ±3.1 percentage points, 19 times out of 20. While for a sample of 500, the margin of error would be ±4.4 percentage points. The margin of error will be larger when the data is broken out

within market segments.

© 2014 Ipsos. All rights reserved.

Report Accuracy Example only

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Highlights

Trending Report

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Highlights

• Category X was worth approximately $XXXM in the latest 12 months, up X% compared with year ago.Market size & growth

• Retailer 1 is losing ground as retailer 2 closes in on category leadership. Knowledgeable staff and brand selection are important to many category X shoppers when choosing where to buy.

Retail snapshot

• While Brand 1 leads overall and in segment A, brand 2 is rapidly closing the gap and dominates in segment B. Brand snapshot

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Trending Report

Category Profile

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Category X is worth $315M, up 5%; 1-in-6 Canadians participate in the sport

Category X

$300 $315Market Size

Year AgoLatest 12 Months

+5%

Market size & growth should be treated as directional data and are an extrapolation using the latest available quarterly retail

sales data from Statistics Canada (known as QRCS).

Example data only

Category X

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Participation

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June to August are peak months; segment A outperformed the market

Jan Feb Mar

Apr May

Jun Jul Aug

Sep Oct Nov

Dec

% Units

4 3 3 6 10 14 18 15 10 5 3 9

2.5

7.5

12.5

17.5Category X - Seasonality

% units – annual average

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Year AgoLatest 12 Months

0%10%20%30%40%50%60%70%80%90%

100%

25 35

30 25

45 40

Category XKey Segments - Consumer $

Shares

Segment A Segment B Segment C

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Sports Specialty accounts for over half of dollars, under pressure from Mass

Sports Spe-cialty

Mass Merch Dept Stores Other

Year Ago 54 28 7 11

Latest 12 Months

52 31 6 11

5

15

25

35

45

55

Category X – Key Channels - Consumer $ Shares

• Sports Specialty includes retailers such as SportChek, Golf Town, Hockey Experts etc. as well as independents & pro shops. Mass Merch includes general merchandise and dollar stores such as

Canadian Tire, Walmart & Target. Dept Stores include the Bay/HBC and Sears.

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Retailer 1 continues to lead, but retailer 2 has narrowed the gap

Retailer 1 Retailer 2 Retailer 3 Retailer 4 Retailer 5

Year Ago 16 13 8 5 6

Latest 12 Months

17.1 16 7 6 4

159

1317

Category X – Top 5 Retailers - Consumer $ Shares

• Shows consumer dollar market share estimates, based on self reported purchases by members of the Ipsos panel in Canada.

• Sample size: XXXX.

Top 3 banners = 40%

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Retailer 1 is under-developed in segment B, where retailer 2 leads

Retailer 1Retailer 2

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16

19

13

15 18

20

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Consumer $ Shares Within Key Market SegmentsTop Retailers – Latest 12 Months

Total Category X Segment A Segment B Segment C

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Inadequate brand and product assortment are key customer turnoffs

Top reasons for choosing retailer

•Best value for money•Lowest prices•Competitive prices•Convenient location•Knowledgeable staff

Top reasons for rejecting retailer

•Product out of stock•Price too high•Did not sell brand wanted•Poor product selection•Inconvenient location

Category XReasons for choosing/rejecting retailer

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Brand 2 is closing in on the lead, as brand 1 loses traction

Brand 1 Brand 2 Brand 3 Brand 4 Brand 5

Year Ago 24 17 8 6 5

Latest 12 Months

21 19 10 7 4

2.57.5

12.517.522.527.5

Category X – Top 5 Brands - Consumer $ Shares

Top 3 brands = 50%

Example data only

• Shows consumer dollar market share estimates, based on self reported purchases by members of the Ipsos panel in Canada.

• Sample size: XXXX.

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Brand 1 dominates segment A, but lags in segment B behind brand 2

Brand 1Brand 2

21

19

24

161521

22

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Consumer $ Shares Within Key Market SegmentsTop Brands – Latest 12 Months

Total Category X Segment A Segment B Segment C

Example data only

• Shows consumer dollar market share estimates, based on self reported purchases by members of the Ipsos panel in Canada.

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Reputation, price and recommendation are key brand choice drivers

Category XTop reasons for choosing brand

•Well known brand•Competitive price•Someone recommended•Lowest price•Had features I wanted

Example data only

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Example data only

Total Category X Retailer 1 Retailer 2 Retailer 3 Brand 1 Brand 2 Brand 3

Purchaser Age

<24

25-34

35-44

45-54

55-64

65+

Average age of purchaser

Purchaser Gender

Male

Female

Joint decision

Household Income

Average annual household income

Demographics: Category X (top brands & retailers)

• Based on self reported purchases by members of the Ipsos panel in Canada.

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Appendix

Information Source

Information SourceService Description: Ipsos Household Equipment Canada (HEC)

Survey outline

• The data in this report is sourced from the Ipsos Household Equipment Canada survey, known as HEC for short. Ipsos is Canada’s largest market research firm.

• The survey records actual purchase data from a sample of consumers. Reporting typically includes several years history for trending purposes.

• HEC covers the entire retail spectrum, including all types of chain, independent and specialty stores as well as online & direct.

• Only new items bought in Canada at retail are tracked in the survey.

Methodolo

gy

• Online data collection. The HEC sample is representative of the general household population nationally, regionally and demographically using multiple controls based on census data from Statistics Canada.

• The HEC survey goes to field and reports are updated every quarter.

Sample

source/siz

e

• Sample source is the Ipsos Canada proprietary online panel. • HEC captures approximately 50,000 completed surveys encompassing over

250,000 purchase transactions per rolling 12 months in total.

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• Adrian Murphyo Vice President

o Ipsos Reid

o 416.324.2291

o adrian.murphy@ipsos.com

For additional information, contact: