Shopper Trends 2012 Romania
Transcription
Shopper Trends 2012 Romania
Shopper Trends 2012 Romania shopper trends ShopperTrends- study available in over 50 countries • ShopperTrends unveils the important factors for developing retailer brands. • By asking what consumers do, know and think about retailers, we find out what are the influencers in choosing the stores. • The findings from ShopperTrends are shape their growth strategies widely used by retailers to 2 shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. Research Methodology in Romania Nielsen | Winning Brands Target respondents Main household products shoppers* (main grocery shoppers and key influencers for household monthly shopping), aged 18-65 years Sampling Random selection with quotas for age and gender The sample is representative on national level for the urban population in large cities (above 200.000 inhabitants) and in medium cities (between 50,000 and 200,000 inhabitants). Interview Methodology Sample size and structure Data collection period Face-to-face home interviews 1.200 respondents - 300 interviews in Bucharest - 100 interviews in every of the following cities: Iasi, Cluj Napoca, Timisoara, Constanta, Brasov, Ploiesti - 60 interviews in every of the following cities: Arad, Tg. Mures, Rm.Valcea, Piatra Neamt, Targoviste October - November 2011 *Main Shopper: The person in the household who is mostly responsible for most of the food, grocery, and personal care shopping. **Key Influencer: The person in the household who is not most often doing the household shopping, but who frequently buy food, grocery and personal care items for the household or actively participate in the decision-making. 3 shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. Market Context shopper trends Market Context - Summary • After 2 years of significant and continuous decrease in consumers' confidence, Romanians recorded their first rebound explained by a slightly better view on their personal income and shaped also by a better perception on their readiness for buying things. Both better perceptions are due to improved income levels - average salary increase was in November higher with 8% vs. last year, income growth rate increased 5 times at the end of 2011 versus 2010 (from 1.3% to 8.7%), while inflation significantly decreased (from 7.96% in December 2010 to 3.14% in December 2011). At the same time, the end of the year was positively influencing consumers willingness to spend more... 'moving' the Consumer Confidence Index back to a little higher position than in Q4 2010 (CCI of 54). However, the overall Romanian consumers' confidence remains conservative, lower than European and global average, as only one quarter of the consumers have positive perceptions on their financial state, in an environment of increasing prices and political confrontations. • In 2011 the perception about the increase of food prices is even stronger than in 2010. More than 4 in 5 shoppers consider that food prices are increasing in Romania • Smaller traditional trade formats continue to struggle through 2011, being more and more affected by the ascension of the modern trade sector. • The modern trade sector continued its growth both in terms of shopper engagement and revenue but also when it came to network development, as more than 100 new stores opened their doors during the past year. • While in 2010 the growth engine was represented by supermarkets, discounters are making a powerful comeback taking the lead with more than 60 new openings in 2011. 5 shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. Nielsen Consumer Confidence Index - Europe 6 shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. In 2011 income levels improved – the average salary increase was in November higher with 8% vs. 2010, income growth rate increased 5 times at the end of 2011 vs. 2010 (from 1.3% to 8.7%), while inflation significantly decreased (from 7.96% in December 2010 to 3.14% in December 2011). Inflation Evolution of Net Wages *In October as compared to October 2010 7 Source: INS shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. In 2011 the perception about the increase of food prices is even stronger than in 2010. More than 4 in 5 shoppers consider that food prices are increasing in Romania. Perceived dynamic of food prices Base: All respondents 2011 (n=1200) 2010 (n=1200) Significantly higher at 95% confidence level 8 shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. More than half of the shoppers who consider that food prices have increased resorted to buying only the essential products and giving up high price products in order to meet their budget. Shoppers reaction to Food prices rising Significantly more women (30%) declare be more active in looking for special offers than men (24%) Base: All respondents who perceived food prices as growing (n=1019) 9 shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. Shopping Behavior shopper trends More shoppers do their main grocery shopping weekly in 2011 than in 2010. However the frequency of top up/intermediate grocery shopping is almost unchanged. Frequency of Main grocery shopping Frequency of Top Up/Intermediate Grocery Shopping 34% Weekly Daily 13% 13% 21% 47% 2 to 3 time a week 44% 39% Every 2 weeks 28% Weekly 44% 30% Every 2 weeks 27% Every month 7% 7% 34% Every month 1% Less often Less Often 1% 2011 2010 3% 5% 1% 1% 11 Base: All respondents (n=1200) shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. 2011 did not bring any changes in the level of adoptiveness displayed by Romanian shoppers, as they continue to have a more reserved approach in general. Adoptiveness 21% 19% 19% 55% 56% 56% I seldom try new things - I find it is far better to know what you want rather than risk buying something that may not work out 24% 25% 26% Nov 2009 Nov 2010 Nov 2011 I sometimes buy new brands or products - but usually stick to my favourites I love trying new things - I'm always on the lookout for new brands and products 12 Base: All respondents (n=1200) shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. Attitude towards buying grocery products I always prefer to shop in a well organized grocery store with a pleasant ambience I a lw a ys p re fe r to sh o p in a w e ll o rg a n ize d g ro c e ry sto re w ith a p le a sa n t a mb ie n c e I really enjoy doing the grocery household shopping I re a lly e n jo y d o in g th e g ro c e ry h o u se h o ld sh o p p in g 94% 6% 91% 9% I usually plan what I want to buy before I shop for groceries 84% 16% I care about quality and I am willing to pay more for quality products 82% 18% I like to take my time and browse all parts of the store 80% 20% I always take advantage of a special offer or deal to stock up on my everyday grocery items 80% 20% I usually make a point of looking at circulars and clip coupons on grocery products 79% 21% Although I plan beforehand, I usually end up buying additional grocery items once in-store 77% 24% I usually compare the prices of store brands with leading brands to decide if they are worth buying 76% 24% I u su a lly p la n w h a t I w a n t to b u y b e fo re I sh o p fo r g ro c e rie s I c a re a b o u t q u a lity a n d I a m w illin g to p a y mo re fo r q u a lity p ro d u c ts I lik e to ta k e my time a n d b ro w se a ll p a rts o f th e sto re I a lw a ys ta k e a d v a n ta g e o f a sp e c ia l o ffe r o r d e a l to sto c k u p o n my e v e ryd a y g ro c e ry ite ms I u su a lly ma k e a p o in t o f lo o k in g a t c irc u la rs a n d c lip c o u p o n s o n g ro c e ry p ro d u c ts A lth o u g h I p la n w h a t I w a n t to b u y b e fo re h a n d , I u su a lly e n d u p b u yin g a d d itio n a l g ro c e ry ite ms o n c e in -sto re I u su a lly c o mp a re th e p ric e s o f sto re b ra n d s w ith le a d in g b ra n d s to d e c id e if th e y a re w o rth b u yin g Anything that saves me time is worth paying extra for 66% 35% When shopping for groceries, customer service is very important to me 65% 36% I make a real point of buying healthy options 64% 36% I have a strict budget for household groceries and only buy the grocery items that I need 61% 39% 59% 41% A n yth in g th a t sa v e s me time is w o rth p a yin g e xtra fo r Wh e n sh o p p in g fo r g ro c e rie s, c u sto me r se rv ic e is v e ry imp o rta n t to me I ma k e a re a l p o in t o f b u yin g h e a lth y o p tio n s I h a v e a stric t b u d g e t fo r h o u se h o ld g ro c e rie s a n d o n ly b u y th e g ro c e ry ite ms th a t I n e e d I make a real point of buying products that are friendly to the environment I ma k e a re a l p o in t o f b u yin g p ro d u c ts th a t a re frie n d ly to th e e n v iro n me n t Base: All respondents (n=1200) I go to a lot of effort to buy my groceries at the lowest prices I g o to a lo t o f e ffo rt to b u y my g ro c e rie s a t th e lo w e st p ric e s I usually stick to my plan when grocery shopping I u su a lly stic k to my p la n w h e n g ro c e ry sh o p p in g 50% 50% 45% 55% Yes No 13 shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. The proportion of men and women shoppers remained almost unchanged from 2010. However, when it comes to the age splits within each gender, it seems that in 2011 males aged 25 to 34 were more involved in the shopping decisions than in the previous year. Females Shoppers’ Profile Males Gender 40% 60% 2010 Age by gender 59% 41% 2010 18% 33% 34% 15% 2010 20% 29% 34% 18% Base: All respondents (n=1200) 14 Significantly higher at 95% confidence level shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. Price & Promotions shopper trends Price reduction is by far the best preferred promotion by shoppers who declare to be influenced by promotions. Preferred Promotions 1st preference 28 Buy one get one free Buying one product and getting another different product for free Get an extra quantity (20-25%) for the same price Opportunity to collect points 3rd 59 Price off Instant prizes 2nd 4 14 38 18 9 11 22 4 10 23 2 34 1 7 6 Competition entry into prize draw 1 32 Pack of 4 / 6 / 8… with a special price per 1 unit Finding presents inside the pack 8 20 3 Base: All respondents who declare to be influenced by promotions (n=922) 16 shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. Romanian shoppers declare to be quite aware of the prices for the items they buy regularly. About 3 in 5 declare to know the prices for most if not for all the prices for the items bought regularly. Price Awareness 23% 21% 38% 40% 16% 44% Know all the prices of items bought regularly Know prices of most items and notice when price changes Don’t know all prices but do notice when prices change 32% 31% 33% Don’t know or notice prices 8% 7% 8% Nov 2009 Nov 2010 Nov-11 Base: All respondents (n=1200) 17 shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. Private Labels shopper trends The perception of the quality of the store is even more reflected in the perception of the quality of the Private Labels in 2011 than in 2010. Almost 3 in 4 respondents agree that the better the store the better the PL is going to be. PL brands are considered as… % Agree 2010 (Nov) Generally, the better the store the better the Private Label is going to be % Agree 2011 (Nov) 63 I usually compare the price of Private Labels with leading brands to decide if it is worth buying 64 72 71 Private Labels may be cheaper but overall manufacturer branded products are better value for money 66 68 Private Label packs look just as good as manufacturer branded products 68 65 Private Label quality is generally just as good as the quality of leading brands 66 63 I feel better about buying manufacturer branded products for my family rather than Private Labels I think Private Label are for those with serious tight budget 58 60 54 I don't know enough about Private Labels to consider buying them instead of my usual brands 54 55 If someone buys a lot of Private Labels, I think they made the smart choice 52 55 Base: All respondents aware of PL (n = 1067) + + 59 Significantly different compared to Nov 2010 19 shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. Store Selection & Spending on Grocery shopper trends Slightly increasing in importance, people continued to spend the majority of their grocery budget in Hypermarkets. Where do people spend the majority of their grocery budget? 2009 2010 2011 Hypermarkets 53% 50% 55% Supermarkets 19% 22% 21% Discounters 16% 18% 17% Traditional 6% 6% 3% Cash & Carry 5% 4% 2% 21 Base: All respondents (2009 n=1200, 2010 n=1200 , 2011 n= 1200) shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. In 2011, the visiting frequency for hypermarkets and supermarkets increased slightly, showing signs of market improvement, while the traditional trade struggled to maintain the same rhythm as in previous years. Average Frequency of Visits per Month 2009 (Nov) 21 Large Modern Trade 4 3 4 4 4 4 4 2 2 2 HypermarketSupermarket 9 10 11 11 11 6 6 6 5 Cash & Carry Discounter 3 2 5 5 5 3 3 3 3 Petrol station 2011 (Nov) 20 18 10 5 2010 (Nov) Bakery Kiosk Traditional Grocery Open market Vegetable vendor Butcher 2 2 Modern Pharmacy SCALE: Once a day (30) – Once a week (4) – Less often than once a week (0,5) Base: All respondents ( Nov 2009 n=1200, Nov 2010 n=1200, Nov 2011 n=1200) 22 shopper trends Copyright © 2012 The Nielsen Company. Confidential and proprietary. Thank you!