The consumer’s perspective - OECD · * Household spend on food (%) is for Caprivi, Kavango,...
Transcript of The consumer’s perspective - OECD · * Household spend on food (%) is for Caprivi, Kavango,...
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Confidential & Proprietary • Copyright © 2008 The Nielsen Company
The consumer’s perspectiveJonathan Banks
Wednesday 22 April
10.05 – 10.30
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The consumer’s perspective
•The recession•Consumer concerns•Consumer attitudes to fish•What’s next?
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USA
India
Canada
Consumer confidence index
UK
Germany
Source: Nielsen Global Online Surveys
France55
65
75
85
95
105
115
125
135
Apr-05 Oct-05 Apr-06 Oct-06 Apr-07 Oct-07 Apr-08 Oct-08 Apr -09
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39%
33%
17%
15%
13%
13%
13%
11%
8%
5%
5%
7%
3%
2%
The economy
Job security
Work/life balance
Health
Debt
Increasing food prices
Increasing utility bills
Childrens education/welfare
Parents welfare + happiness
Crime
Political stability
Increasing fuel prices
Global warming
No concerns
Biggest+2nd biggest concerns in next 6 months
Source: Nielsen Global online surveyGlobal results: 50 countries – April 2009
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IndiaRomaniaRussia
Namibia*
LithuaniaArgentina
China
Latvia
Brazil
Estonia
Poland
Turkey
Korea
Japan
France
Slovakia
Spain
Czech Republic
Greece
Norway
Sweden
Finland
Germany
Denmark
Australia
NetherlandsU.K.
Ireland
U.S.A.
R2 = 0.8
Household Spend on Food (%)
GD
P P
er C
apita
, US
$
* Household spend on food (%) is for Caprivi, Kavango, Ohangwena, Omusati, Oshana, and Oshikoto.
GDP per capita vs. Household spend on food
Sources: UN; International Labour Organization; allcountries.org; National Bureau Of Statistics of the The Peoples Republic Of China; swivel.com; World Resources Institute; International Finance Corporation
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Fast Moving Consumer Goods market dynamics: Total Europe
Source: Nielsen 2008
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European retail trends
•The recession•Retail developments•Consumer attitudes to fish•What’s next?
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Europe: Where is fish mainly purchased?
3344 45 46 48 53 54 54 57 59 61 64 67 69
27
26
46
15
34
3
41
1517 14
19 8 6
1926
28
3
15
14
20
27 22
8
1924 25
10
Nethe
rland
sG
erm
any
Portu
gal
Norw
ayDen
mar
kFi
nlan
d
Spain
Austri
aSw
eden Italy
Irela
nd UKSwi tz
erla
ndFr
ance
Do notbuycategory
Specialist/market
ModernTrade
Source: Nielsen ShopperTrends 2008
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Wide range of fresh
meat & fish
Good value for money
Everything I need in the one shop
Display of products
Low Price
High quality fresh food
Loyalty Programmes
Subliminal
Say it, mean it
Low discriminators
High
DE
RIV
ED
IMP
OR
TA
NC
E
HighSTATED IMPORTANCELowSay it, don’t mean it
Great Britain: Importance of Attributes
Source: Nielsen ShopperTrends 2009
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Subliminal
Say it, mean it
Low discriminators
High
DE
RIV
ED
IMP
OR
TA
NC
E
HighSTATED IMPORTANCELowSay it, don’t mean it
Wide range of fresh meat and fish
Source: Nielsen ShopperTrends 2009
GBES China Fin
SlovRoI
ChSeThai De Dk Oz Pg
No Ned HK CzPol At
Kor
Indo
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European retail trends
•The recession•Retail developments•Consumer attitudes to fish•What’s next?
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Which of these products do you actively try to buy?59%
48%
44%
36%
34%
32%
28%
26%
24%
21%
9%
53%
51%
45%
42%
35%
25%
31%
27%
23%
27%
6%
Energy efficient products or appliances
Locally made products
Products in recyclable packaging
Products bought from a Farmer's Market
Organic products
Ethically produced or grown products
Products with little or no packaging
Fairtrade products
Products that have not been tested on animals
Products that haven't travelled long distances toget to the store
None of these
Mar-07
Mar-09
Source: Nielsen Global Online SurveyMarch 2009, 25420 consumers in 50 countries
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250
156 130 12292 89 82 69 66 63 62 60 55 46 43 39 33
0
50
100
150
200
250
300
350
400
450
500
Icel a
nd
Port u
gal
Norway
Spain
Franc
e
Finlan
d
Sweden Ita
ly
Belgiu
m
Denmar
k
Nether
lands
Greec
eU.K
.
Irelan
d
Swi tzer
land
German
y
Austr
ia
(g/c
apita
/day
)
Fish, Seafood* Bovine meat Pig meat Sheep and goat meat Chicken meat Other Meat
•*Includes Cephalopods; Crustaceans; Demersal fish; Freshwater fish; Large Pelagic fish; Marine fish, other; and Molluscs
FAOSTAT; FAO Statistics Division 2007
Animal products per capita consumption
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On average, how often do you eat fish (including seafood)?
2% 14%
40%
29%
14%
6 or more timesa week
3 to 5 times aweek
1 to 2 times aweek
Less often thanonce a week
Rarely or never
Global Average = 1.6
Source: Nielsen Global Online Survey>28k consumers in 51 countries
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On average, how often do you eat fish (including seafood)?0 0.5 1 1.5 2 2.5 3 3.5
Philippines
Malaysia
Singapore
Portugal
Thailand
Hong Kong
Indonesia
Japan
Spain
Taiwan
Vietnam
China
Norway
Denmark
South Korea
Russia
UAE
0 0.5 1 1.5
Latvia
Belgium
Brazil
Chile
NZ
Switzerland
Venezuela
Canada
Turkey
US
Colombia
Netherlands
Czech
Pakistan
Argentina
India
Hungary
Source: Nielsen Global Online Survey April 2008Occasions per weekGlobal average 1.6
0 0.5 1 1.5
Israel
France
Ireland
Italy
Poland
Sweden
UK
Estonia
Lithuania
Egypt
Australia
Austria
Finland
Germany
Greece
Mexico
S Africa
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What are the main reasons you don’t eat fish?
8%
12%
14%
15%
17%
21%
32%
33%
It's not easily available
I don't know how to cook it
I don't like the appearance (fins, scales,head)
I'm opposed to eating fish because of mypersonal beliefs
It's too expensive
I don't like the bones
I don't like the smell
I don't like the taste
Global Average
Source: Nielsen Global Online Survey April 2008What are the main reasons you don’t eat fish?
Base: Respondents who “Rarely or Never” eat Fish
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38
29
60
48
53
88
67
43
38
63
Frozen fish is just as healthy as fresh fish
Frozen fish is better value for money than fresh
Fish has become more expensive over the lastyear
Good value for money compared with meat +chicken
Fish is a cheap way for me to eat healthily
Fish is healthier than meat or chicken
Fish is good for me
Frozen fish suits our busy lifestyle
I prefer fish products that are sustainablysourced
I prefer to eat fish products that are ethicallysourced and kinder to the environment
Statements about fish: Global Averages (%)
Source: Nielsen Global Online Survey April 2008agree + strongly agree
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Blogosphere buzz...
Source: Nielsen BuzzMetrics
The End of the Line
Japan whalingFrench blockade
Somalia
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I am concerned about...
29%
29%
17%
51%
47%
36%
0% 10% 20% 30% 40% 50% 60% 70% 80%
the globalenvironment
climate changeand globalwarming
overuse of globalfish stocks
Strongly agree (5) Agree (4)
Source: Nielsen Global Online SurveyMarch 2009, 25420 consumers in 50 countries
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I am concerned about overuse of global fish stocks...
45%
34%
34%
30%
29%
29%
29%
28%
28%
27%
39%
45%
37%
50%
42%
44%
44%
41%
35%
45%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Greece
Thailand
South Africa
Indonesia
France
Sweden
Switzerland
Philippines
Mexico
Spain
Strongly agree (5) Agree (4)
Source: Nielsen Global Online SurveyMarch 2009, Top 10 countries
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Who should assume responsibility for ensuring fish stocks are not overused?
16%
18%
19%
28%
46%
67%
Retailers of fish products
Non-governmental organisations
People who buy or eat fish
Fish manufacturers and processors
The fishing industry
Governments of countries
Source: Nielsen Global Online SurveyMarch 2009, 25420 consumers in 50 countries
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Do you prefer wild captured or farmed fish on...?
23%
21%
21%
17%
28%
26%
23%
21%
40%
44%
42%
41%
Taste
Nutritionalcontent
Freshness
The environment
Strongly prefer wild Prefer wild captured No preference
Prefer farmed Strongly prefer farmed
Source: Nielsen Global Online SurveyMarch 2009, 25420 consumers in 50 countries
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What level of influence do product labels declaring that fish issustainably sourced have on your purchasing decision?
27%
57%
50%
45%
45%
44%
41%
38%
37%
35%
35%
43%
39%
40%
39%
37%
35%
38%
41%
40%
47%
40%
30%
10%
17%
18%
21%
22%
21%
24%
18%
25%
4%
Total
Vietnam
Philippines
Brazil
Colombia
Saudi Arabia
Mexico
India
Chile
Indonesia
UAE
Very important Important No influence on purchase decision
Source: Nielsen Global Online SurveyMarch 2009, Top 10 countries
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What level of influence do product labels declaring that fish issustainably sourced have on your purchasing decision?
27%
16%
14%
14%
12%
11%
11%
10%
9%
9%
8%
43%
37%
38%
37%
40%
46%
45%
37%
41%
36%
35%
30%
48%
49%
48%
43%
43%
53%
49%
55%
56%
46%
Total
Russia
Belgium
Czech
Poland
Hungary
Netherlands
Finland
Norway
Estonia
Latvia
Very important Important No influence on purchase decision
Source: Nielsen Global Online SurveyMarch 2009, Bottom 10 countries
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Are you eating more or less than 2 years ago?Fish is the winner!
5 4 4 3
24 22 2113
-5-13 -11
-21-5
-3 -3
-5
-5-2 -4
-4-30
-20
-10
0
10
20
30
Fish Dairy Poultry Meat
Much more
More
Less
Much less
Don't eat
Source: Nielsen Global Online Survey April 2008
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European retail trends
•The recession•Retail developments•Consumer attitudes to fish•What’s next?
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4 megatrends
Health/Well-Being
Ethical
Convenience/Practicality
Indulgence/Pleasure
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0
10
20
30
40
50
Fat Clai
m
Natura
l
Sodium
Claim
Prese
rvati
ve C
laim
Chole
stero
l Clai
m
Reduce
d Calo
rie
Who
le Gra
in
Sweete
ner C
laim
Calciu
m C
laim
No Calo
r ies
Caffein
e Fre
e
Organ
ic
Fiber
Clai
m
Lactose
Fre
e
Horm
one/A
ntibiot
ic F
ree
Protei
n Clai
m
Carb C
onsc
ious
Soy
Glute
n Fre
e
Mult
igrain
Antiox
idants
Probio
tic
Omega C
laim
$ bi
llion
s: y
/e 2
7 D
ec 0
8
-7
0
7
14
21
28
% G
row
th v
200
7
US LabelTrends
Sources: Nielsen LabelTrends Total Food/Drug/Mass excl Wal-Mart /
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Summary•Recession: gloomy headlines not reflected in our data•Retailers: modern trade winning
–Price not a differentiator, just table stakes
•Fish consumption increasing–poultry growth despite Avian Influenza–consumption levels vary, as does frequency: average 1.6
•Many reasons to avoid...–taste, smell, bones, cost
•Fresh > frozen; Wild > farmed•Consumers not taking responsibility for sustainability
–though labelling claimed to influence purchase decisionFull country level details available: [email protected]