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FMCG Category Presentation The Shopping Journey February 2013

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Page 1: Fmcg research

FMCG Category Presentation – The Shopping

Journey

February 2013

Page 2: Fmcg research

Agenda

• The shopping journey

• The pre-purchase state – top of mind supermarket awareness; deciding where to grocery shop

• Grocery shopping behaviour & habits

• Recipe and cooking inspiration

• Reaching Fairfax grocery buyers

• A week in the life of a typical Fairfax Metro GB mum

Page 3: Fmcg research

Agenda

• The shopping journey

• The pre-purchase state – top of mind supermarket awareness; deciding where to grocery shop

• Grocery shopping behaviour & habits

• Recipe and cooking inspiration

• Reaching Fairfax grocery buyers

• A week in the life of a typical Fairfax Metro GB mum

Page 4: Fmcg research

The Shopping Journey

Page 5: Fmcg research

Agenda

• The shopping journey

• The pre-purchase state – top of mind supermarket awareness; deciding where to grocery shop

• Grocery shopping behaviour & habits

• Recipe and cooking inspiration

• Reaching Fairfax grocery buyers

• A week in the life of a typical Fairfax Metro GB mum

Page 6: Fmcg research

Although Woolworths and Coles dominate, an increase

in independent and discount shopping behaviour

• Although supermarket preference is evenly skewed between Woolworths and Coles amongst the total Fairfax Media population, females and mum’s have a slight preference for shopping at Woolworths

• Our mum’s are also more inclined to shop at community supermarkets such as IGA

• As age increases, so does the preference for community and discount shopping with our 45+ audience almost 3 times as likely to shop at IGA and Aldi than the total Fairfax Media population (ix. 293)

Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)

Q. What is your main supermarket brand?

Page 7: Fmcg research

A clear differentiation of supermarket brands

Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)

Q. We would like you to read a list of statements that describe how you might think and feel about your main supermarket brand.

Page 8: Fmcg research

Quality, convenience, price and range of products are key factors in supermarket choice …

Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)

Q. How important are each of the following factors when you personally chose where to shop for groceries?

Page 9: Fmcg research

… However advertising is a key influencer in helping our audience decide where to shop

Advertising

Recommended by family/friends

Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)

Q. Please select your top three key influences when deciding on which supermarket to purchase from

43% 25% 18%

In-store staff

Page 10: Fmcg research

Specialty Alcohol outlets are the preferred outlet for purchasing alcohol

Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438) Q. Please select your top three key influences when

deciding on which supermarketto purchase from ~Roy Morgan Research, Sept 2012. Filter: primary GB. Based on SMH/AGE/CT M- Su

readership, smh/age/bt/wa site visited last 7 days, smh/age/bt/wa site visited by mobile or app last 4 weeks.

• Fairfax GB’s enjoy drinking

wine with their meal (34%)~

• And they’re drinking more

wine than they used to (29%)~

54% Specialty Stores (e.g. Dan Murphy, BWS)

24% Supermarkets

10% Specialised

Wine Cellars

3% Online

Of Fairfax Media visitors have

enjoyed an alcoholic beverage

in the last 4 weeks~

70%

Page 11: Fmcg research

The Fairfax Metro GB smartphone audience

actively engage their mobile device in product research

Sources; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438); Fairfax Metro Media Mobile Study, August 2012. Based on

people who have a smartphone and have accessed the internet on their smartphone more than once in the last month (n= 1,535). Excludes regional.

Excludes app or in app purchases. Q. Could you please specify what products you have researched on your mobile phone? Please select as many as

apply.

Of Fairfax Media’s GB smartphone audience …

Researched

product via

smartphone 55% 48% 62%

Grocery Items /

Recipes

Researched

product while

in store

Don’t engage with

any News Ltd news

m-site or mobile app

Page 12: Fmcg research

Agenda

• The shopping journey

• The pre-purchase state – top of mind supermarket awareness; deciding where to grocery shop

• Grocery shopping behaviour & habits

• Recipe and cooking inspiration

• Reaching Fairfax grocery buyers

• A week in the life of a typical Fairfax Metro GB mum

Page 13: Fmcg research

Reach an audience of big and frequent grocery spenders

$183 is the average weekly

grocery spend of a Fairfax Media visitor

36% more likely to have

purchased groceries online in the last

4 weeks

50% spend more than

$150 on groceries each week

51% visit the supermarket several times a week

(2+ times)

Source: Roy Morgan Research, Sept 2012. Filter: Primary GB. Based on SMH/AGE/CT

M- Su readership, smh/age/bt/wa site visited last 7 days, smh/age/bt/wa site visited by mobile /app last 4 weeks.

Page 14: Fmcg research

Some of our audiences’ favourite grocery brands

41%

23%

5%

16%

14%

Cadbury

Lindt

Nestle

Other

Don't purchase …

25%

24%

15%

7%

13%

16%

Kellogg's

Sanitarium

Uncle Toby's

Carmen's

Other

Don't purchase cereal

24%

19%

10%

6%

19%

22%

Nescafe

Moccona

Lavazza

Vittoria

Other

Don't purchase …

Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)

Q. From the list below, which of the following product do you usually purchase, with the first selected in each sub-category being

your main brand?

Coffee

Cereal

42%

25%

6%

28%

25%

13%

25%

18%

11%

47%

24%

8%

33%

31%

15%

26%

15%

16%

Total Females Mothers

Chocolate

Page 15: Fmcg research

29%

22%

16%

20%

14%

11%

15%

8%

6%

15

Total Females Mothers

Supermarket Brand

Some of our audiences’ favourite grocery brands

29%

24%

16%

6%

6%

8%

11%

Twinings

Lipton

Dilmah

Tetley

Bushells

Other

Don't purchase tea

20%

13%

11%

9%

8%

8%

7%

5%

15%

5%

Bega

Mainland

Supermarket brand

Kraft

Coon

Cracker Barrel

Mersey Valley

Devondale

Other

Don't purchase cheese

16%

7%

5%

8%

63%

Birds Eye

Healthy Choice

Ingham

Other

Don't purchase frozen mealsSource; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)

Q. From the list below, which of the following product do you usually purchase, with the first selected in each sub-category being

your main brand?

Cheese

Frozen meals

Tea

18%

16%

13%

29%

21%

16%

17%

9%

7%

Page 16: Fmcg research

Trial of new brands driven by referral and price

• In-store promotions are more likely to influence our mum’s

• Our females and mum’s are equally likely to be more price sensitive and look

for a ‘cheaper price’ or ‘better deal’

Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)

Q. How likely are you to trial a new product based on the following attributes?

Page 17: Fmcg research

One in five Fairfax Media mum’s shop online for groceries

Total Fairfax Media Population Our Females Our Mum’s

Shop online once a month or more

Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)

Q. How often do you purchase grocery items over the internet? Q88 : What are the main barriers to purchasing groceries online?

12% 14% 20%

Page 18: Fmcg research

Growth of the organic food industry

• Organic farming revenue is expected to increase YoY by 13% in CY13 (in Australia)

• Expected to generate over $617 million in revenue

Data Source: IBISWorld Industry Report X0013: Organic Farming in Australia Oct12

• Supermarkets expected to account for over 60% of all organic sales

• 18% more likely to buy organic food whenever they can compared to the average organic food GB

• 29% buy organic food whenever they can

Second largest global

growth industry

Supermarkets driving

organic food growth

Reaching Fairfax

organic food GB’s

Page 19: Fmcg research

Agenda

• The shopping journey

• The pre-purchase state – top of mind supermarket awareness; deciding where to grocery shop

• Grocery shopping behaviour & habits

• Recipe and cooking inspiration

• Reaching Fairfax grocery buyers

• A week in the life of a typical Fairfax Metro GB mum

Page 20: Fmcg research

Recipe websites the preferred choice for inspiration

Total

Fairfax

Media

population

Fairfax

Media

Females

Fairfax

Media

Mum’s

Recipe

Websites

TV Cooking

Shows

Food magazines

available for free

at supermarket

Food

Magazines

Food mobile

or tablet apps

65%

76%

41% 39% 38%

45%

17%

17%

17%

Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438)

Q. When cooking, where do you get your ideas or inspiration from?

78%

42%

40%

47%

42% 45%

• Close to 1-in-5 use food mobile or tablet apps for recipe inspiration

Page 21: Fmcg research

Food & Recipe search increases throughout the day, spiking

during the commute home and meal preparation times

Source: Nielsen, Australian day report – Time of Day, January 2012; Fairfax Media Mobile Survey 2012

Breakfast

(Midnight-6am)

Evening

(9pm-Midnight)

Mid Morning

(9am-Midday)

Lunch

(Midday-3pm)

Commute

(6am-9am)

Afternoon

(3pm-6pm)

Commute

(6pm-9pm)

Page 22: Fmcg research

Agenda

• The shopping journey

• The pre-purchase state – top of mind supermarket awareness; deciding where to grocery shop; recipe inspiration

• Grocery shopping behaviour & habits

• Recipe and cooking inspiration

• Reaching Fairfax grocery buyers

• A week in the life of a typical Fairfax Metro GB mum

Page 23: Fmcg research

Premium

Reach 1.03 million per week*

Higher household income

($100k+)

Account for 41% of Fairfax’s GB’s

Mainstream

Reach 306,000 per week

Median household income ($80K-$100K)

Account for 31% of Fairfax’s GB’s

Budget

Reach 305,000 per week

Lower household income ($60K-$79K)

Account for 29% of Fairfax’s GB’s

Reaching a diverse range of Grocery buyers….

Source: Roy Morgan Research, Sept 2012. Filter: Primary GB. Based on SMH/AGE/CT M- Su readership, smh/age/bt/wa site visited last 7 days,

smh/age/bt/wa site visited by mobile/app last 4 weeks.

Page 24: Fmcg research

Fairfax reaches

3.5 million primary grocery buyers a week*

44% spend less than 2 hours per day watching TV

… Who share common views when it comes to lifestyle and grocery shopping

48% have a HHI over$100k

42% enjoy cooking and experimenting with different foods

59% prefer traditional home cooked meals

rather than eating out

More likely GB’s in ABC socio

economic quintiles (61% are AB or C)

Source: Roy Morgan Research, Sept 2012. Filter: Primary GB. Based on *SMH/AGE/CT M- Su, GW, SL, TSM/TMM readership, smh/age/bt/wa

site visited last 7 days. Based on SMH/AGE/CT M- Su, smh/age/bt/wa site visited last 7 days, smh/age/bt/wa site visited by mobile/app last 4

weeks.

Page 25: Fmcg research

Fairfax’s GB’s can be reached across multiple platforms

2.2 million reached through

print

1.9 million reached online

weekly

Source: Roy Morgan Research, Sept 2012. Filter: Primary GB. Based on Print: SMH/AGE/CT M- Su, GW, SL, TSM/TMM readership, Online:

smh/age/bt/wa site visited last 7 days, Mobile/Tablet: smh/age/bt/wa site visited by mobile/app last 4 weeks.

741,000 reached through

mobile/tablet monthly

Exclusive print & digital reach – 34% or

over 1.1 million grocery buyers that don’t

engage with any News Ltd metro print or

digital property throughout the week

Page 26: Fmcg research

Agenda

• The shopping journey

• The pre-purchase state – top of mind supermarket awareness; deciding where to grocery shop; recipe inspiration

• Grocery shopping behaviour & habits

• Recipe and cooking inspiration

• Reaching Fairfax grocery buyers

• A week in the life of a typical Fairfax Metro GB mum

Page 27: Fmcg research

A week in the life of a Fairfax Metro GB Mum

Sources; Fairfax Media Essential Baby Survey February 2013; Nielsen Fairfax Daypart Report May 2012; Fairfax Media

Mobile Survey August 2012. Nielsen Market Intelligence, total domestic traffic.

Online shopping on mobile devices during evening hours (during weekdays & weekends)

44% do their main grocery

shop on the weekend

(53% spend $150 or more) 72% do a top-up shop on

Wednesday’s & Thursday’s

(70% spend between $20-$75)

Over half use their phone to consult a shopping list or recipe when

shopping

Online recipe search (46% via recipe websites; 39% via online parenting websites)

EK Recipe section most visited (1pm-5pm)

Meet & chat with other

mum’s on parenting Forums

(7pm-10pm)

Watch online video

(Entertainment – 75%; News – 49%; Food / Recipes & Lifestyle – 37%)

Food & recipe search on mobile devices during commute home & meal times

Sh

op

pin

g B

eh

avio

ur

Fa

irfa

x A

ud

ien

ce A

cti

vit

y

While watching TV, 44% research a product on their tablet they saw advertised on TV

Monday Tuesday Wed Thurs Friday Sat Sunday

Reading news on phone during commute to work

Parenting research (Essential

Baby & Essential Kids)

Reading Good Weekend and

Sunday Life magazines for

recipe inspiration and

lifestyle news

Page 28: Fmcg research

Goodfood.com is viewed throughout the day, with

‘Cook’ and ‘Food’ spiking during lunch-times

Source: Nielsen Market Intelligence, total domestic traffic, average hour 03/02/13-09/02/13.

-

1,000

2,000

3,000

4,000

5,000

6,000

Ave

rage

Dai

ly U

Bs

(M-S

u)

Food News

Cook

Page 29: Fmcg research

Essential Kids audience are active from the time they

wake up, increasing engagement as the day progresses

-

20

40

60

80

100

120

140

160

180

200

Ave

rage

Dai

ly U

Bs

(M-S

u)

Hour of Day

Recipes

Forums

Source: Nielsen Market Intelligence, total domestic traffic, average hour 03/02/13-09/02/13.

While our mum’s seek recipes inspiration throughout they day,

they’re also actively engaging in the forums

Page 30: Fmcg research

Appendix

• Research Methodology

Page 31: Fmcg research

Research Methodology

TH?NK research interviewed 438 respondents via Fairfax Digital channels

ELEMENTS Quantitative Survey

Who •A representative sample of Fairfax audience

What

Where

How many

•20 minute online survey

•National sample

•N=438

•Margin of error = 4.6% (95% confidence interval)

When •November – December 2012