DAGLIGVAREKUNDER OG BÆREKRAFT - Svanemerket · 2017-06-13 · positive social and environmental...

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BARE PRAT ELLER PRAKTISK HANDLING? 31.05.2017 Elena Eriksen, Global Services DAGLIGVAREKUNDER OG BÆREKRAFT

Transcript of DAGLIGVAREKUNDER OG BÆREKRAFT - Svanemerket · 2017-06-13 · positive social and environmental...

Page 1: DAGLIGVAREKUNDER OG BÆREKRAFT - Svanemerket · 2017-06-13 · positive social and environmental impact ASIA-PACIFIC GLOBAL AVERAGE 66% +11 YOY Point Change 76% LATIN AMERICA 71%

BAREPRATELLERPRAKTISKHANDLING?

31.05.2017ElenaEriksen,GlobalServices

DAGLIGVAREKUNDEROGBÆREKRAFT

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HVEMERNIELSEN?

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3…underscoredbyaglobalemployeebaseof42,000associates

NIELSEN- OURGROWINGGLOBALFOOTPRINTOurfocusisrelentlessonourpursuittoprovideclientswiththemostcomplete

understandingofwhatconsumersbuyandwatchin106countries…

NIELSEN PRESENCE

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HVAVETNIELSENOMBÆREKRAFT?

• Forbrukerervilligtilåbetalemer

• Bærekraftigemerkevarerprestererbedre

• Bærekraftsbetydningforforretningogomdømmeøker

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BÆREKRAFTOGLØNNSOMHETERIKKEGJENSIDIGUTELUKKENDE

Suksessfordinvirksomheterdirekterelaterttilhelseisamfunnetderdu

opererer Bærekrafterenledendefaktoriorganisasjonensrelevansogveksti

markedet

Integreringavbærekraftinni

forretningsstrategimuligjørlangsiktigvekst

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HVORDANVETVIATBÆREKRAFTERLØNNSOMT?

Source:TheSustainabilityImperative,NielsenReport2015

Avforbrukeresieratdevilbetalemerformerkevarersomsatserpåbærekraftigeløsninger

Sterksalgsvekstformerkersomviserforpliktelsetilbærekraft,derandremerkervoksermindreenn1%

CRerenavdemestavgjørendefaktorerforselskapetsomdømmeiFMCGsektor

>4%66%1 2 3

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FORBRUKEREERVILLIGTILÅBETALEMER

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Antallforbrukeresomønskeråbetalemerformerkermedsynligforpliktelsetilsosialeogmiljømessigeforhold

fortsetteråøke— opptil66%globalt!

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SPESIELTFORBRUKEREUNDER34ÅRVILBETALEMER

VOKSER:GENERATIONZ

72%MESTKLARE:MILLENNIALS

73%IKKEGLEM:

BABYBOOMERS

51%

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JEGVILHAMERINFORMASJONJegønskeråvitemeromproduktenejegkjøper

80% 63%

MILLENNIALS BABYBOOMERS

Source:TheCambridgeGroup

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FORBRUKEREBRYRSEGOGVILBELØNNEDEBESTE

Percentwillingtopayextraforproductsandservicesthatcomefromcompanieswhoarecommittedtopositivesocialandenvironmentalimpact

ASIA-PACIFIC

GLOBALAVERAGE 66% +11

YOYPointChange

76%

LATINAMERICA

71%

MIDDLEEAST/AFRICA

70%

EUROPE

51%

NORTHAMERICA

44%

Source:TheSustainabilityImperative,NielsenReport2015

2015

YOYChange +12 +8 +7 +11 +2

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KUNNSKAPSRIKEFORBRUKERETARSMARTEVALG

MORECONNECTED MILLENNIALS EMERGINGMIDDLECLASS

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BÆREKRAFTIGEMERKEVARERPRESTERERBEDRE

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MERKEVARERMEDBUDSKAPOMBÆREKRAFTVISER...

Source:TheSustainabilityImperative,NielsenReport2015

OVER4%salgsvekst

1,300+merkevarer

13kategorier 13markeder

BasertpåNielsenanalyseav:

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FLERETAKTIKKERIBRUKFORÅUTLØSEKJØP

PercentageofTotalSalesbyBrandsUsingEachStrategy(byregion)

Source:TheSustainabilityImperative,NielsenReport2015

36% 41% 21% 9%

61% 54% 66% 88%

NORTHAMERICA

EUROPE ASIA/PACIF IC LATIN AMERICA

Claim+Marketing ClaimOnly MarketingOnly None

Marketingtactics:

• Claimonly• Marketingonly• Claim+Marketing• None

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HVAMEDNORGE?

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Totalomsetningnorskdagligvare

TOTALOMSETNINGOGANTALLBUTIKKERTotalomsetningenliggeriunderkantav170mrd NOKi2016,vekstenfra2015er3,1%ogtilsvarerca.5mrd NOK.

Antallbutikker

Kilde:Dagligvarerapporten2017

169413164310160145153506148119143717138505

2016201520142013201220112010

38143806

389938993917

39753981

2016201520142013201220112010

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STERK VEKST FORLAVPRIS

Kilde:Dagligvarerapporten2017

65,163,4

61,8

59,7

57,4

20162015201420132012

+56lavprisbutikker+8totalt imarkedet

16%høyere omsetning pergjennomsnittsbutikk

Samletmarkedsandeli%forlavprissegmentetiNorge

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NORGESGRUPPEN OGCOOPVOKSER

NORGESGRUPPEN;42,3%

COOP; 29,4 %

REMA1000; 24,4 %

BUNNPRIS;3,9%

ØVRIGE; 0,1 %

Kilde:Dagligvarerapporten2017

1,1

1,5

0,2

0

0

NORGESGRUPPEN

COOP

REMA1000

BUNNPRIS

ØVRIGE

Paraplykjedeandeler Endringparaplykjedeandel

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SVANEMERKETVOKSERI4AVTOP5KATEGORIERSvanemerketutgjørbetydeligandelavtotalkateogirfortøyvask,oppvaskogsolkrem

Kilde:Scantrack,Norge.Siste52-ukersperiodevsYA,april2017

- 10,0 - 5,0 0,0 5,0 10,0 15,0

TOALETTPAPIR

BLEIER

OPPVASKMIDLER

Verdiutviklilngfortop5Svanemerket,%

Value%-changeTotalCategory

Value%ChgYA,Svanemerket

44% 40%

21% 5% 4%

Value%shareSvanemerketofTotalCategory

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STERKVEKSTFORSVANE,ØKOOGFAIRTRADESnittvekstliggerpå+9,6%iverdivs.fjoråret,mensvekstiTotaltDVHliggerpå+3,1%

42 %

51 %

7 %

TotaltDVHiNorge,NOK'000,2016

T.OEKOLOGISKEPRODUKTER

TOTALSVANEMERKET

T.FAIRTRADE

+4%

+16%

+20%

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3av10 avforbrukereiEuropavilha

EndaFLERENYEprodukterimarkedetsomtar

SOSIALTANSVARogMILJØPÅVIRKNING

påalvorSource:GlobalNewProduct Innovation,NielsenReport2015

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DINFORRETNING– OGOMDØMME–ERAVHENGIGAVDINSATSINGPÅBÆREKRAFT

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SOSIALTANSVAR–ENAVDEVIKTIGSTEDRIVEREFOROMDØMMEIFMCG

Source:HarrisPollReputationQuotientU.S.Study,2015

EMOSJONELLAPPELL SOSIALTANSVAR

HøyProduktkvalitet

ØkonomiskPrestasjon

Arbeidsmiljø Visjon&lederskap

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EFFECTIVESUSTAINABILITY=IMPROVEDREPUTATION=POSITIVEBUSINESSOUTCOMES

Source:HarrisPollReputationQuotientU.S.Study,2015

Wouldsaysomethingpositive

Wouldpurchase

Wouldinvestin

COMPANIESWITHEXCELLENTREPUTATION

COMPANIESWITHPOORREPUTATION

95%

92%

75%

50%

55%

36%

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HVORDANVETVIATBÆREKRAFTERLØNNSOMT?

Source:TheSustainabilityImperative,NielsenReport2015

Avforbrukeresieratdevilbetalemerformerkevarersomsatserpåbærekraftigeløsninger

Sterksalgsvekstformerkersomviserforpliktelsetilbærekraft,derandremerkervoksermindreenn1%

CRerenavdemestavgjørendefaktorerforselskapetsomdømmeiFMCGsektor

>4%66%1 2 3

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THANKYOU


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