december 2014 sweet potato opportunity calculator year to 01/11/2014
TRANSCRIPT
December 2014
SWEET POTATOOPPORTUNITY CALCULATOR
YEAR TO 01/11/2014
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OPPORTUNITY CALCULATOR
• This tool helps to define (as a guide) retail opportunities by highlighting the gaps between one specific demographic group and the average national totals.
• For this opportunity calculator the period MAT To 01/11/2014 was used.
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OPPORTUNITIES
• Start Up Families and Established Couples have lost number of households that buy Sweet Potato compared to last year.
• Focusing on bringing these ‘lost’ households back to Sweet Potato provides an opportunity of $0.6M. Established Couples make up the bulk of this opportunity.
• We need to understand what is driving the drop in households for the mentioned consumer groups. Understanding and overcoming these purchase barriers may have positive impact on sales.
This Opportunity Calculator is part of a vegetable consumer purchase data project funded by HIA using the vegetable levy and matched funds from the Australian Government. This report captures only Fresh Vegetables and excludes processed vegetables (e.g. Fresh Sweet Corn excluding Canned Sweet Corn; Fresh Beans excluding Canned Beans)
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64.5%
79.7%
67.8%
66.0%
57.9%
51.9%
68.5%
70.3%
Start Up Families
Small Scale Families
Bustling Families
Young Transitionals
Independent Singles
Established Couples
Senior Couples
Penetration Last Year
AUSTRALIA
< 6 yr
6-11 yr
+12 yr
<35 yr
+35 yr
36-60 yr
+60 yr
Opportunity exists in regaining the buyers that have lapsed out of Sweet Potato this year.
Source: Nielsen Homescan
65.1%
77.0%
68.2%
66.1%
60.2%
53.5%
67.1%
72.1%
Penetration This Year
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Start UpFamilies
Established Couples
Number of households lost
Number of trips per year
13,604 5.9 $213K
An opportunity of $0.6M exists by encouraging lost buyers to re-try Sweet Potato again. The majority of the opportunity sits within Established Couples.
Source: Nielsen Homescan
Spend per trip
$2.66
Value of opportunity
24,564 6.2 $386K$2.53
TOTAL $0.6M
**Note: The numbers are rounded up
THANK YOU