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52 we 9 September 2018 1
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
30,000Households 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 4
Produce Engagement General Retail Organics in the UK
52 we 9 September 2018
The UK is more engaged with Produce than ever before
5
2014 2018
52 we 9 September 2018
Its not just about how often we go either; shoppers are buying across a broader repertoire
6
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
Internati
onal
Meals
55m occ.
(-14%
YoY)
Natural Fish Meals
183m occ.
(-4% YoY)
Fish Finger
Meals
203m occ.
(+8% YoY)
Frank/
Hot Dogs
101m
occ. (-2% YoY)
Burger
Meals
208m occ.
(-3% YoY)
.
Coated Chicken
Meals
164m occ. (+6% YoY)
Steak Meals
74m occ. (-11% YoY)
Toast Meals
157m occ.
(+11% YoY)
.
Pork Chop Meals
122m occ.
(+3% YoY)
Traditional/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 more diverse dinner plate drives growth of repertoire but also highlights the challenges many
markets face as host dishes decline.
52 we 9 September 2018 8
Health is a growing factor amongst consumers in the UK,
with 31% of all meal occasions being consumed for
reasons relating to health
52 we 9 September 2018 9
With Produce a poster child for many
campaigns it’s no surprise that Produce sees
71% of all consumption occasions flagged
as for health
52 we 9 September 2018 10
Health benefits
31%
More
natural/less
processed 15%
+405m servings
+288m servings
52 we 9 September 2018
More demands means more opportunities to trade up consumers
1 Need 2 Needs 3 Needs 4 Needs
+9%
+16%
+24%Retail premium per serving
based on number of
reasons for choice
52 we 9 September 2018
The premium paid for health has increased year on year
52 we 9 September 2018 13
Produce Engagement General Retail Organics in the UK
52 we 9 September 2018 14
Produce in the UK
worth £11 Billion
Value
growth of
+2.7%
Volume
flat at -
0.1%
£6.57 more per household
52 we 9 September 2018
Much like the Grocery Market, the Big 4 have seen contraction over the last 5 years
Aldi and Lidl have gained 7.2% share between them
15
Spen
d %
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 7,33,2 3,3 3,5 3,5 3,5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
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
52 we 9 September 2018
And in the latest year in a climate of price inflation, Lidl and Aldi reign supreme
Asda is the only Big 4 Retailer to experience an increase in share
16
Spen
d %
2,4
3,5
0,4
1,0
0,7
1,7
9,0
7,4
2,9
-1,1
Despite their growth,
Tesco and Lidl are the
only retailers to decrease
their amount of
promotions
25,6 25,5
11,3 11,4
15,5 15,2
9,9 9,8
4,7 4,66,3 6,3
9 9,6
7 7,33,5 3,5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
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
17
1,75 1,581,93 1,63
2,112,46
1,45 1,59
3,12
Tesco Asda Sainsburys Morrisons Co-Op Waitrose Aldi Lidl M&S
Price per KG
3,7 3,0 3,0
-0,5
1,9
-0,5
5,17,3
4,0
Tesco Asda Sainsburys Morrisons Co-Op Waitrose Aldi Lidl M&S
Price % Change
52 we 9 September 2018 1852 we 09 September 2018
But prices creeping up doesn’t deter shoppers – Lidl and Aldi ahead on key metrics
They drive category engagement above and beyond what we might expect
7,0 7,2 6,8 6,8
3,0
5,8
9,07,4
4,7
Tesco Asda Sainsburys Morrisons Co-Op Waitrose Aldi Lidl M&S
Items per Trip
2317 18 18
10
1621
18
8
Tesco Asda Sainsburys Morrisons Co-Op Waitrose Aldi Lidl M&S
Size of Repertoire
52 we 9 September 2018 19
A climate of price focus isn’t going anywhere
Tesco Jacks launching with a key focus on fresh, locally sourced Fruit and Vegetables
52 we 9 September 2018 20
Produce Engagement General Retail Organics in the UK
52 we 9 September 2018
Organics over the last five years have seen considerable growth
21
£250 MillionOrganics reached £250m in the latest year, up 40% over
five years
£2.43 per KiloOrganics being sold at 40%
premium over standard Fruit
and Veg
7 TripsThe average consumer only buys Organics 7 times in an average year (109 Trips at a
Total Produce Level)
1 KG per TripAverage trips see 2.2KG per basket; Organics 1.2KG behind this benchmark
63%63% of the population bought Organic Fruit or Veg in the last
year
Who?Smaller, more affluent
households without Children
52 we 9 September 2018
This growth has slowed dramatically however in the latest year with the market now in decline; Price
a clear driver for this.
22
-20.000
-10.000
0
10.000
20.000
30.000
40.000
50.000
Co
ntr
ibu
tio
n (
£0
00
)
Frequency Trip Volume (kg) Price per kg Penetration (%) GB HH Population Total Contribution (£000s)
52 we 9 September 2018
Where are the Organic Occasions going?
23
£1.4M switched
from Organic to
Standard
Existing Organic
shoppers spent
£2M less
£1.7M from produce
shoppers continuing to
expand their Organic
Repertoire
52 we 9 September 2018 24
The price war apparent even in the Organic market
Total Organic
-0.7% -£1.8M
Lidl Organic
+50% +£6.3M
52 we 9 September 2018
How can we drive Organic Growth?
25
Consumers will
pay more for
health
Organic consumed more for
health compared to other
Produce Benchmarks
52 we 9 September 2018 26
Create a reason at the fixture to buy Organic that justifies the price
52 we 9 September 2018 27
Produce Engagement General Retail Organics in the UK
52 we 9 September 2018
Thank you
Ed Griffiths
Tel.: (UK) 02089 672027
Edward.Griffiths@kantarworldpanel.com
For further information please contact:
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