FEBRUARY 2014

SHOWER GEL

Category Review

FEBRUARY 2014

PIC = picture/insertionSNU = SHOPPER NEED UNITSKU = SKU

How do we count, taking as example the picture on the left:

1 PICT (picture/insertion)3 SNU (we have 3 type of products, from 3 different families)7 SKU ( 3 color cream, 3 shampoo, 1 shave face cream)

Analyzed markets: SHOWER GEL MIXT PACKAGES WITH SHOWER GEL

ALL RETAILERS = 100%ALL BRANDS = 100%INDEX USED: SNU

FEBRUARY 2014

MarketVal. SNU

Feb 13Val. SNU

Feb 14Dif SNU

GEL DE DUS 29 44 52%PACHETE MIXTE CU GEL DE DUS 96 62 -35%

Due to the fact that in February there were page images with more that 1 article of

mixt packages containing shower gel, we chose to do the following analysis using

the SNU as measure.

BEIERSDORF 40 33 -18% 32,00% 31,13% -0,87UNILEVER 29 33 14% 23,20% 31,13% 7,93COLGATE-PALMOLIVE 21 16 -24% 16,80% 15,09% -1,71HENKEL 12 13 8% 9,60% 12,26% 2,66COTY COSMETICS 9 3 -67% 7,20% 2,83% -4,37PRIVATE LABEL 5 4 -20% 4,00% 3,77% -0,23OTHERS 9 4 -56% 7,20% 3,77% -3,43TOTAL 125 106 -15% 100,00% 100,00% (-)

Dif SOVPercent Points

Val. SNUFeb 14

Producers Evolution in Cumulated Markets

Val. SNUFeb 13

Evol. SNUSOV SNU

Feb 13SOV SNU

Feb 14

FEBRUARY 2014

BEIERSDORF 3 16 13 37 17 -20UNILEVER 7 11 4 22 22 0COLGATE-PALMOLIVE 7 6 -1 14 10 -4HENKEL 5 5 0 7 8 1COTY COSMETICS 3 -3 6 3 -3PRIVATE LABEL 4 4 0 1 -1OTHERS 2 2 9 2 -7TOTAL 29 44 15 96 62 -34

PACHETE MIXTEVal.SNU Feb 14

Dif GEL DUS Dif PACHETE MIXTE

Producers Evolution/Markets

GEL DE DUSVal.SNU Feb 13

GEL DE DUSVal.SNU Feb 14

PACHETE MIXTEVal.SNU Feb 13

FEBRUARY 2014

CASH&CARRY 34 35 3% 27,20% 33,02% 5,82METRO 15 15 0% 12,00% 14,15% 2,15SELGROS 19 20 5% 15,20% 18,87% 3,67HARD DISCOUNT 23 22 -4% 18,40% 20,75% 2,35LIDL 3 3 0% 2,40% 2,83% 0,43PENNY MARKET 11 11 0% 8,80% 10,38% 1,58XXL MEGA DISCOUNT 9 8 -11% 7,20% 7,55% 0,35HYPERMARKET 54 35 -35% 43,20% 33,02% -10,18CARREFOUR 15 17 13% 12,00% 16,04% 4,04CORA 17 10 -41% 13,60% 9,43% -4,17KAUFLAND 6 6 0% 4,80% 5,66% 0,86REAL-HYPERMARKET 16 2 -88% 12,80% 1,89% -10,91SUPERMARKET 14 14 0% 11,20% 13,21% 2,01BILLA 4 2 -50% 3,20% 1,89% -1,31CARREFOUR MARKET 2 3 50% 1,60% 2,83% 1,23MEGA IMAGE 8 8 0% 6,40% 7,55% 1,15PROFI 1 0,00% 0,94% 0,94TOTAL 125 106 -15% 100,00% 100,00% (-)

SOV SNUFeb 14

Dif SOVPercent

Retailers Evolution in Cumulated Markets

Val. SNUFeb 13

Val. SNUFeb 14

Evol. SNU SOV SNUFeb 13

FEBRUARY 2014

METRO 5 3 -2 10 12 2SELGROS 3 7 4 16 13 -3LIDL 1 1 0 2 2 0PENNY MARKET 3 5 2 8 6 -2XXL MEGA DISCOUNT 1 5 4 8 3 -5CARREFOUR 2 6 4 13 11 -2CORA 2 5 3 15 5 -10KAUFLAND 2 6 4 4 -4REAL-HYPERMARKET 1 -1 15 2 -13BILLA 3 2 -1 1 -1CARREFOUR MARKET 1 1 2 2 0MEGA IMAGE 6 2 -4 2 6 4PROFI 1 1 0TOTAL 29 44 15 96 62 -34

Retailers Evolution/Markets

GEL DE DUSVal.SNU Feb 13

GEL DE DUSVal.SNU Feb 14

Dif GEL DUS PACHETE MIXTEVal.SNU Feb 13

PACHETE MIXTEVal.SNU Feb 14

Dif PACHETE MIXTE

FEBRUARY 2014

Market Analysis

FEBRUARY 2014

FEBRUARY 2014

Product flash analysis

FEBRUARY 2014

Top 3 most promoted SKUs in all retailers GEL DE DUS

(sorted by number of promotions)

FEBRUARY 2014

This SKU was promoted 48 times from March 2013 to February 2014, in 13 Retailers,6 different distribution channels.

NIVEA GEL DE DUS 500 ML

PROMO SEASONALITY

MARCH 2013 – FEBRUARY 2014

intensive promo

FEBRUARY 2014

This SKU was promoted 31 times from March 2013 to February 2014, in 12 Retailers, 7 different distribution channels.

PALMOLIVE GEL DE DUS 500 ML

PROMO SEASONALITY

MARCH 2013 – FEBRUARY 2014

intensive promo

FEBRUARY 2014

This SKU was promoted 37 times from March 2013 to February 2014, in 13 Retailers, 7 different distribution channels.

DOVE GEL DE DUS 250 ML

PROMO SEASONALITY

MARCH 2013 – FEBRUARY 2014

intensive promo

FEBRUARY 2014

Thank you for your attention

Florentina VasileLeaflet Monitor Director Romaniaflorentina.vasile@hiper-com.com+40 (0) 743 216 282

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