Fruit Attraction Ed Griffiths Strategic Insight Director Kantar - - PowerPoint PPT Presentation
Fruit Attraction Ed Griffiths Strategic Insight Director Kantar Worldpanel 1 52 we 9 September 2018 The largest shopper panel in Great Britain Geographically and demographically representative of the population of GB 30,000 Households in
52 we 9 September 2018
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Fruit Attraction
Ed Griffiths Strategic Insight Director Kantar Worldpanel
52 we 9 September 2018
The largest shopper panel in Great Britain Geographically and demographically representative of the population of GB
Households in GB
52 we 9 September 2018
Take Home purchases scanned by palm pilot and clicker technology Data retrieved and collated into databases on a 4 weekly cycle Data converted into insight
How does Worldpanel work?
52 we 9 September 2018
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Produce Engagement General Retail Organics in the UK
52 we 9 September 2018
Th The e UK UK is m more
enga gaged ged wi with h Pr Prod
uce tha han e n ever be er before
5
2014 2018
52 we 9 September 2018
Its no not ju just ab abou
how w of
en we we go go ei eithe her; ; sho hoppers ppers ar are buy e buying ac ng across a b ross a broa
der rep eperto ertoire ire
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2014 2018 46 different items in an average repertoire 50 different items in an average repertoire
52 we 9 September 2018
7 Italian Food Exc. Pizza 1.6bn occ. (--% YoY)
Sausage Meals 223m occ. (-3% YoY) Omelette 80m occ. (+6% YoY) . Lamb Chop Meals (-8%) Baked potato meal 186m occ (-16% YOY) Other InternatiTraditional/British Meals 1.2bn occ. (-2% YoY) Coated Fish Meals 406m occ. (+2% YoY) . Salad 359m occ. (+7% YoY) Mexican Food 387m occ. (-3% YoY) Roast Dinners 867m occ. (--11% YoY) Pies/Pasties/Puds & Sav Pastries 845m occ. (-1% YoY) Oriental Food (incl. Thai) 645m occ. (+2% YoY) Chicken Portions 445m occ. (-4% YoY) Soup 308m occ. (-4% YoY) Indian Food 711m occ. (-7% YoY) Pizza 804m occ. (+2% YoY) Total Sandwiches 559m occ. (--% YoY)
Decline more than -3% Decline between -3 and 0% Growth between 0 and 2% Growth between 2 and 5% Growth more than 5%A A mo more e di diverse erse di dinn nner er pl plat ate d e drives es gr grow
h of r rep epert ertoir
e bu but al also h
ghligh ghts th ts the c e cha hallen enges ges ma many ny ma markets kets fac ace as e as ho host di dishe hes s de decline ne.
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He Healt alth i h is a gr s a grow
ing fac factor tor am among
st co cons nsum umers ers in in the the U UK, K, wi with th 31% 31% of al
l meal eal oc
casi sions
being ng co cons nsum umed ed for for rea reaso sons ns rel relati ating ng to h to heal ealth th
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With th Pro rodu duce ce a pos a poste ter r ch child d fo for r ma many ny campaigns it’s no surprise that Produce sees 71 71% of
all cons consum umptio ption n oc
casio sions ns fl flag agge ged d as as fo for r he heal alth th
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Health benefits 31% More natural/less processed 15%
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Mo More re de dema mand nds s me mean ans s mo more re op
port rtun uniti ities es to to tr trad ade e up up cons consum umers ers
1 Need 2 Needs 3 Needs 4 Needs
+9% +9% +16 +16% +2 +24% 4%
Retail premium per serving based on number of reasons for choice
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Th The e pr prem emium um pa paid for d for he heal alth th ha has s inc ncre reas ased ed ye year ar on
year ar
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Produce Engagement General Retail Organics in the UK
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Pro rodu duce ce in the n the UK UK wo wort rth h £1 £11 Bi 1 Billion
Val alue ue gr grow
th of
+2. 2.7% 7% Vol
ume e fl flat at at at - 0. 0.1% 1% £6 £6.5 .57 7 mo more re pe per hou r house seho hold
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Mu Much h like t e the he G Groc
ery Ma Marke rket, t, the he Bi Big g 4 4 ha have e see een co n cont ntracti raction ov
er the l e las ast 5 y 5 yea ears rs
Aldi and Lidl have gained 7.2% share between them
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Spend %
26,7 25,9 25,5 25,6 25,5 13,8 13,1 12,2 11,3 11,4 16,5 16 16 15,5 15,2 11 10,7 9,9 9,9 9,8 4,8 4,4 4,7 4,7 4,6 6,5 6,5 6,6 6,3 6,3 5,1 7,2 8,2 9 9,6 4,6 5,3 6,1 7 7,3 3,2 3,3 3,5 3,5 3,5
0% 0% 10% 10% 20% 20% 30% 30% 40% 40% 50% 50% 60% 60% 70% 70% 80% 80% 90% 90% 100% 100%
52 w/e 14 Sep 14 52 w/e 13 Sep 15 52 w/e 11 Sep 16 52 w/e 10 Sep 17 52 w/e 09 Sep 18
Other Marks & Spencer Lidl Aldi Waitrose The Co-Operative Morrisons Sainsbury's Asda Tesco
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An And d in n the he la lates est yea ear r in n a a clima mate e of
price ce inf nflat ation
Lidl dl a and nd Al Aldi di r rei eign su gn supre preme me
Asda is the only Big 4 Retailer to experience an increase in share
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Spend %
2,4 3,5 0,4 1,0 0,7 1,7 9,0 7,4 2,9
Despite their growth, Tesco and Lidl are the
their amount of promotions
25,6 25,5 11,3 11,4 15,5 15,2 9,9 9,8 4,7 4,6 6,3 6,3 9 9,6 7 7,3 3,5 3,5
0% 0% 10% 10% 20% 20% 30% 30% 40% 40% 50% 50% 60% 60% 70% 70% 80% 80% 90% 90% 100% 100%
52 w/e 10 Sep 17 52 w/e 09 Sep 18
Other Marks & Spencer Lidl Aldi Waitrose The Co-Operative Morrisons Sainsbury's Asda Tesco
52 we 9 September 2018
While the discounters inevitably win on price…
Their prices are inflating at the fastest rate
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1,75 1,58 1,93 1,63 2,11 2,46 1,45 1,59 3,12
Tesco Asda Sainsburys Morrisons Co-Op Waitrose Aldi Lidl M&S
Pr Price ce pe per KG KG
3,7 3,0 3,0
1,9
5,1 7,3 4,0
Tesco Asda Sainsburys Morrisons Co-Op Waitrose Aldi Lidl M&S
Pr Price ce % C % Cha hang nge
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52 we 09 September 2018But prices creeping up doesn’t deter shoppers – Li Lidl dl an and A d Aldi di a ahe head ad on
key ey me metrics cs
They drive category engagement above and beyond what we might expect 7,0 7,2 6,8 6,8 3,0 5,8 9,0 7,4 4,7
Tesco Asda Sainsburys Morrisons Co-Op Waitrose Aldi Lidl M&S
It Item ems s pe per Tr Trip
23 17 18 18 10 16 21 18 8
Tesco Asda Sainsburys Morrisons Co-Op Waitrose Aldi Lidl M&S
Si Size ze of
Reper ertoire toire
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A climate of price focus isn’t going anywhere
Tesco Jacks launching with a key focus on fresh, locally sourced Fruit and Vegetables
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Produce Engagement General Retail Organics in the UK
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Or Orga gani nics cs ov
er the l e las ast fi five ye e years ars ha have e see een co n cons nsiderabl derable e gr grow
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£250 £250 Mi Million
Organics reached £250m in the latest year, up 40% over five years
£2 £2.4 .43 3 pe per r Kilo
Organics being sold at 40% premium over standard Fruit and Veg
7 7 Tri Trips ps
The average consumer only buys Organics 7 times in an average year (109 Trips at a Total Produce Level)
1 KG 1 KG pe per r Tr Trip
Average trips see 2.2KG per basket; Organics 1.2KG behind this benchmark
63% 63%
63% of the population bought Organic Fruit or Veg in the last year
Who ho?
Smaller, more affluent households without Children
52 we 9 September 2018
Th This gr grow
h has slow
ed dr dram amat atical cally y ho howe wever in er in t the he la lates est yea ear r wi with h the he mar market ket no now w in n de decline ne; ; Pr Price e a a clea ear r dr driver ver for
his.
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Contribution (£000) Frequency Trip Volume (kg) Price per kg Penetration (%) GB HH Population Total Contribution (£000s)
52 we 9 September 2018
Wh Wher ere e ar are th e the O e Orga gani nic c Oc Occas asions
going ng?
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£1 £1.4 .4M M sw switched tched fr from
Orga gani nic c to to Sta tand ndard ard Exi xisting sting Or Orga gani nic c sh shop
pers rs sp spen ent t £2 £2M le M less ss £1 £1.7 .7M M fr from
prod
uce e sh shop
pers rs co cont ntinu nuing ng to to ex expa pand nd th thei eir r Or Orga gani nic c Re Repe pert rtoi
re
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Th The e pr price ce wa war a app pparen arent t ev even en in n the he Or Orga gani nic c ma marke rket
To Tota tal Or Orga gani nic
0.7% 7% -£1 £1.8 .8M Li Lidl dl Or Orga gani nic +50 50% +£6 £6.3M .3M
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Ho How w can an we we dr drive ve Or Orga gani nic c Gr Grow
h?
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Co Cons nsum umer ers s wi will pa pay y mo more re fo for r he heal alth th Or Orga gani nic c co cons nsum umed ed mo more re fo for r he heal alth th co comp mpar ared ed to to ot
her r Pro rodu duce ce Ben ench chma marks rks
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Cr Crea eate a r e a rea eason son at at th the e fixture to ure to b buy uy Or Orga gani nic c tha hat ju justifies es the he pr price
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Produce Engagement General Retail Organics in the UK
52 we 9 September 2018
Ed Griffiths Tel.: (UK) 02089 672027
Edward.Griffiths@kantarworldpanel.com
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