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ASIA’S SHOPPING SAFARI
THE HUNT IS ON
Connie Cheng 21 October 2014
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Connie Cheng Head of Shopper Insights Nielsen Southeast Asia, North Asia and Pacific Email: connie.cheng@nielsen.com
TODAY’S PRESENTER
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TODAY: MORE SHOPPERS OUT THERE
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TOMORROW: EVEN MORE OPTIONS EVERYWHERE
BRANDS, PRODUCTS AND CATEGORIES
IN-STORE INFLUENCES AND INNOVATIONS
CHANNELS
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HOW DO YOU NAVIGATE
ASIA’S SHOPPING SAFARI?
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EVOLVE OR DISSOLVE
From To
I know all customer segments for my brand
I know all key shopper segments for my brand
They are walking into my store
Their baskets can tell me why they stepped in, what’s in demand and how they shop in-store
Safe strategies: • Price • Promotion
Smart strategies: • Smart pricing • Innovation • Impulse
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SHOPPER
who’s who
STORE
why before buy
STRATEGY
non-price plays
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SHOPPER
who’s who
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THE STORE: A JUNGLE OUT THERE With diverse shoppers across developing and developed Asia, can you satisfy all?
FRESH AND FREQUENT
I like to shop everyday to provide fresh and healthy food for my family
57%
SMART PRAGMATIST
I know how to get maximum value out of a shopping trip
6%
FRUGAL BUDGETERS
I buy only what I want, and can accommodate within my budget
9%
EVOLVED HEALTHY
I know the benefits of good products and will spend to get them
16%
QUALITY SPENDERS
I pick up the best of everything, price is no issue
9%
PRICE AND PROMO OBSESSED
There is always a cheaper alternative or a better deal
3%
Source: Nielsen Shopper Trends 2014
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FRESH AND FREQUENT
FEMALE 25 – 49
Visits: • Traditional grocery • Minimarts • Supermarkets
VISITS
2.2 STORES IN THE PAST MONTH
“I like to shop every day to provide fresh and healthy food for my family.” Price aware
Open to switching brands for good deals
10 Source: Nielsen Shopper Trends 2014
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DECODING THE FRESH AND FREQUENT SHOPPER “Shops every day for freshness”
1 store for…
Another for…
WHY THEY BUY
… immediate, fresh food needs
… stocking up the pantry
Enjoys taking advantage of deals in her
trusted stores and brands
LOYAL OR FICKLE?
Source: Nielsen Shopper Trends 2014 11
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WHERE THEY SHOP
DOs DON’Ts
• enjoy shopping (97%) • compare store brands (60%)
• prefer well organised stores (94%)
• buy healthy options (92%)
• take advantage of deals (91%)
• buy additional items in store (91%)
Average shopping frequency/month
15.7 Traditional
grocery
11.7 Wet
markets
5.6 Minimarts
4.3 Super-
markets
3.4 Hyper-
markets
HOW THEY SHOP
DECODING THE FRESH AND FREQUENT SHOPPER “Shops every day for freshness”
12 Source: Nielsen Shopper Trends 2014
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EVOLVED HEALTHY
YOUNGER AGE GROUPS
(18–34)
Visits: • Traditional grocery • Minimarts • Supermarkets
VISITS
2.1 STORES IN THE PAST MONTH
“I know the benefits of good products and will spend to get them!”
No budget constraints
Cares for quality and eco-friendly products
Prefers healthier options
13 Source: Nielsen Shopper Trends 2014
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SMART PRAGMATIST
Visits • Traditional grocery • Supermarkets • Minimarts
VISITS
2.4 STORES IN THE PAST MONTH
“I know how to get maximum value out of a shopping trip!”
MAINLY FEMALES, NO SKEWS FOR AGE
Ready to browse
Promotion conscious
14 Source: Nielsen Shopper Trends 2014
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KOREA INDONESIA Promotion sensitivity
FRESH AND FREQUENT
SMART PRAGMATIST
EVOLVED HEALTHY
Changes store or brand
Buys within preferred store or brand
No change 4
5
35
47
60
47
17
55
63
39
20
6
SMART PRAGMATIST
Buys more for immediate needs,
actively switching to stores or brands on
promotions
EVOLVED HEALTHY
Shops for immediate needs, stock-ups and
leisure and have little interest
in promotions
Source: Nielsen Shopper Trends 2014
SMART SHOPPERS HUNT DOWN DEALS, HEALTHY SHOPPERS STOCK UP
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STORE
why before buy
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ASIA ON A MISSION: TO SHOP, STOCK OR SNACK
51%
32%
50%
19% 17%
33%
25%
34%
48%
67%
18%
15%
13%
18%
35% 37%
17%
11%
37%
17%
11%
10%
10%
21%
7%
17% 14%
14%
23%
10%
10%
13%
25%
9% 23%
9%
9% 11%
9%
8%
5%
4%
1%
2%
8% 8% 10% 15%
10% 13%
29% 6% 14%
6%
19%
7% 4% 5% 5% 10% 14% 5% 8% 8% 3% 25%
Australia Korea New Zealand Singapore China India Indonesia Malaysia Philippines Thailand Vietnam
Leisure, Special offers/occasions
Urgent/On the go
Meal preparation
Everyday Non-Food
Pantry stock up
Regular large pantry restock
DEVELOPED DEVELOPING
Source: Nielsen Shopper Trends 2014
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MISSIONS DRIVE STORE CHOICE
Source: Nielsen Shopper Trends 2014
LARGE PANTRY RESTOCK
PANTRY STOCK-UP
EVERYDAY NON FOOD
MEAL PREP
URGENT
ON THE GO
Traditional grocery
45%
Supermarkets
58% Convenience
51% Hypermarkets
58% Convenience
60% Minimarkets
49%
Supermarkets
44% Hypermarkets
39% Hypermarkets
41% Supermarkets
43%
Traditional grocery
44%
Hypermarkets
46%
Convenience
44%
Traditional grocery
29%
Minimarkets
34% Wet markets
34% Supermarkets
38%
Traditionl grocery
37%
2.2 stores in past 4 wks
2.2 2.2 2.8 2.3 2.5
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REGULAR PANTRY STOCKING
EVERYDAY NEEDS/ MEAL PREPS
URGENT ON THE GO
THAILAND INDONESIA
VIETNAM INDONESIA
KOREA SINGAPORE
• Convenience Store (76%) • Hypermarket (52%)
• Traditional Grocery (73%) • Minimarts (66%)
• Super/Hypermarkets (97%) • Convenience (61%)
• Supermarkets (94%) • Wet markets (53%)
• Wet markets (90%) • Traditional grocery (78%)
• Traditional grocery (79%) • Minimarts (75%)
DIFFERENT STORES CAN SERVE THE SAME MISSION Channel distinction is blurring
Source: Nielsen Shopper Trends 2014
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RE FLO
W
STORES ARE CATCHING ON SHOPPER TRENDS
Food for now
Food for later
Top-up shop
Matrix for electronics
Traders for business
Molly’s for pet supplies
SMART LAYOUT SMART FORMAT
- Special spend - Family outing
GOODBYE CATEGORIES, HELLO MISSIONS
We’ve seen store formats evolving to meet shopping missions
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• Satisfy predictable needs for frequently used HH items
• Practical, quality and control
• Satisfy daily needs • Fresh, savvy and practical
• Satisfy immediate needs and shortages
• Spontaneity, Convenience and access
LARGE PANTRY
RESTOCK
44%
PANTRY STOCK-UP
15%
EVERYDAY, NON-MEAL
PREP
16%
MEAL PREP
6%
NEED IT NOW
11%
ON THE GO
4%
ENABLE THE MISSION…..
Well organized, pleasant
Well organized, pleasant
Special deals Buy what
I need Pay more for time saving
Well organized, pleasant
Pay more for quality
Pay more for quality
Well organized, pleasant
Special deals Buy what
I need Pay more for time saving
SHOPPING MISSIONS
ENABLE THE MISSIONS TO DRIVE IN-STORE TACTICS
Source: Nielsen Shopper Trends 2014
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LET’S TALK ABOUT MEN Male shoppers are less sensitive to promotions and prefer brands they trust
ON-THE-GO SHOPPERS
(1.6Xs more than females)
MARRYING LATER
MORE DIVORCES
Sources: Nielsen Shopper Trends 2014, Asia Research Institute
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TRADITIONAL MALE PRODUCTS
HOME CARE AND HYGIENE
CONFECTIONARY AND SNACKS
MEAL PREPARATIONS AND BEVERAGES
Air freshener
Bar soap Batteries
Chocolates Biscuits Ice Cream
Bottled water
Wine Fresh
meat/seafood Packaged
rice
Beer Razor Shaving foam
What men buy more than women (categories with >50% male shoppers among 54 categories)
CHINA
56%
KOREA
44%
INDONESIA
16%
AUSTRALIA
13%
INDIA
11%
HE’S BUYING MORE FOR THE HOUSE
Source: Nielsen Category Shopper Fundamentals Study 2014
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HE’S MORE INVOLVED NOW
“Men-only” products growing
50% faster
than “total personal care”
Use 7 different personal care products
every 2 months
At least 1 in 4 shoppers are male
Growing 2Xs in last 4 years
Sources: Nielsen Research; Nielsen Shopper Trends 2014 24
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AUSTRALIA INDONESIA SINGAPORE
HE NEEDS DIRECTIONS To locate products in the store
25
47
20 17 15
42
18 21 19
51
21 15 13
Sole decision Largely sole Limitedbrand to
satisfyothers
specificbrand to
satisfyothers
TOTAL MALE FEMALE
22 18
41
20 20 15
45
20 24
20
36
20
Sole Decision Largely soledecision
limitedbrand to
satisfyothers
specificbrand to
satisfyothers
TOTAL MALE FEMALE
37
23 21 20
31
23 25
22
41
23
18 18
Sole decision largely soledecision
limitedbrands to
satisfyothers
specificbrands to
satisfyothers
TOTAL MALE FEMALE
Largely sole
decision maker
Largely sole
decision maker
Sole decision maker
Largely sole
decision maker
Sole decision maker
Sole decision maker
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STRATEGY
non-price plays
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DEVELOPED
8%
2% 2% 2%1%
0%
9%8%
5%
Korea HK Taiwan Singapore Australia NZ Thailand Malaysia Philippines
RETAIL ASIA: OPTIMISTIC OUTLOOK? MORE STORES
MORE CHOICES
Vietnam
75% Philippines
20% Indonesia
20% Korea
14%
% growth of food and beverage choices in the last 5 years
Growth in MT stores in the last 5 years
DEVELOPING
Source: Nielsen Retail Index 2014
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MORE CHOICES = LESS STORE LOYALTY?
Stores visited
Korea 3.6
Australia 3.5
Hong Kong 3.2
New Zealand 2.2
Singapore 1.9
Taiwan 1.8
Asia Pacific shoppers visited 22% more stores now than five years ago
DEVELOPED ASIA
> 2 STORES
Stores visited
Indonesia 2.4
China 2.2
Malaysia 1.7
Philippines 1.6
Thailand 1.5
India 1.4
Vietnam 1.4
DEVELOPING ASIA
1-2 STORES
Source: Nielsen Shopper Trends 2014
APAC 2009: 1.8 APAC 2014: 2.2
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SUPERMARKETS ARE BIG ON PROMOTIONS As much as hypermarkets in China and Indonesia
% Spent on Promotion by Channel
42%
34%
29% 29%
38% 41%
35%
29%
24%
13%
40%
19% 20% 19%
58%
SINGAPORE AUSTRALIA CHINA INDONESIA THAILAND
Hypermarket Supermarket CVS/Minimarkets Online
Source: Nielsen Consumer Panel
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YET PRODUCTS ARE NOT FLYING OFF THE SHELVES With fragmentation and slowing growth rate…..
Volume Growth Rate , 1H 2014 vs. 1H 2013
13.4 -4.5
8.2 -3.0
4.7 -0.3
0.7 1.0
Indonesia
Vietnam
Thailand
Philippines
Source: Nielsen Retail Index 2014
0.8 -1.6
Korea
0.2 1.1
Australia
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HOW LOW PRICES RANK IN STORE CHOICE Out of 27 attributes
“Prices decreased”
Source: Nielsen Shopper Trends 2014
LOW PRICES ARE NOT PRIORITY FOR SHOPPERS Shoppers who think
prices have increased
21 23 26
5 5 26
1 2 3
78%
69%
91%
62% 5 2 7 11
3
25
21
2011 2012 2013 2014
AUSTRALIA
THE PHILIPPINES
INDONESIA
THAILAND
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18% 16% 15%
9% 7%
17% 17% 8%
7% 7%
32% 42%
23% 31%
50%
27%
37% 32%
38%
57%
33%
22%
20%
20%
28%
11%
30%
24% 28%
8%
13%
18%
AUSTRALIA KOREA HK TAIWAN SINGAPORE NZ THAILAND CHINA INDONESIA MALAYSIA VIETNAM
Change Store Actively Search Change Brands
Thai, Korean, Malaysian and Chinese shoppers are most responsive to promotions
Shoppers claimed response to promotions
LESS THAN 15% OF SHOPPERS SWITCH STORES DUE TO PROMOTIONS
DEVELOPED DEVELOPING
Source: Nielsen Shopper Trends 2014
SO WHAT’S YOUR STRATEGY TO
NAVIGATE ASIA’S SHOPPING
SAFARI?
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ARE YOU PRICING SMARTLY?
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ASIA: WHO BUYS WHAT ON PROMOTIONS? Top 5 categories - % spent on promotions
SINGAPORE
HEALTH-CONSCIOUS SHOPPERS
Source: Nielsen Consumer Panel
79%
ORAL SLIMMING
70%
ESSENCE OF
CHICKEN
66%
ADULT DIAPERS
65%
LIQUID MILK
64%
ICE CREAM TUBS
THAILAND
PERSONAL CARE AND BEVERAGES
55%
SHAMPOO
54%
FABRIC SOFTENER
51%
DISPOSABLE DIAPERS
51%
TONIC FOOD
DRINKS
50%
INSTANT COFFEE
AUSTRALIA
APPETITE FOR SNACKS AND BEVERAGES
80%
BOXED CHOCOLATES
73%
SOFT DRINKS
65% 62%
BAKERY SNACKS
61%
ICE CREAM ENERGY/ SPORTS/ ICED TEA
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BE SELECTIVE WITH PRICING AND PROMOTIONS
Source: Nielsen ScanTrack
Thailand sales vs. discount analysis
Softdrink
Snacks
Energy Drink
Instant Coffee
Detergent
Drinking Water
RTD Tea/Coffee
Instant Noodle
Liquid Milk
Cooking oil
Fruit Juice
Shampoo
Biscuit
Moist.Face
Fabric Softener
Toothpaste Egg
Pre-packed rice
Essence of Chicken
Sugar
Functional Drink
0
45
90
0 1 2 3 4 5 6 7 8 9
% DISCOUNT
% S
ALE
S U
PLI
FT
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MORE PROMOTIONS = MORE SALES?
Source: Nielsen Category Shopper Fundamentals Study 2014
Diapers
CSD
Coffee
Shampoo
Laundry Detergent
Toothpaste
Razors for men
Infant formula
Facial moisturizer
Canned Tuna
Margarine and Butter
Packaged Rice
Vitamins and Supplements
BOUGHT MORE ON PRICE PROMOTIONS
BOUGHT MORE ON REGULAR PRICE
AUSTRALIA
JAPAN SINGAPORE
KOREA
CHINA
INDIA
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ARE YOU CONSTANTLY INNOVATING?
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ATTENTION SEEKERS IN THE AISLE: NEW PRODUCTS AND INTERESTING PACKAGING
47%
18%
12%
12%
11%
Pack New product POSM Check out Product Trial
What do in-store browsers look for?
7 in 10 packaging or new products
NEW PRODUCT
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Packaged rice
Canned tuna
Energy drinks
Bleach (household usage)
Mouthwash
Pain remedies/aspirin
Body lotion
Hair Conditioner
Packaged (dry/ powdered) soup
Sho
pp
er p
erce
pti
on
of
cate
gory
inn
ova
tio
n/c
han
ge
% of new SKUs launched in the past 2 years
New Product Launch Activation
Low impact – low cardio
Low impact – high cardio
High impact – low cardio
High impact – high cardio
NOT ALL NEW LAUNCHES ARE SUCCESSFUL
NEW PRODUCT
Source: Nielsen Category Shopper Fundamentals Study 2014
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Shoppers are looking for new and compelling reasons to justify full price
Source: Nielsen Category Shopper Fundamentals Study 2014
DRIVE TRIAL WITH THE RIGHT PRODUCTS
Beer
CSD
Crisps
Shampoo
Toilet Cleaner
Laundry Detergent
Diapers
Yoghurt
Biscuits/Cookies
Cooking Oil
Dishwash Liquid
Face Moisturizer
Fruit Juice
Infant mik
Body Wash
Batteries
Body moisturizer
Energy Drinks
Feminine Products
Vodka
Margarine
Low experimentation
Average Experimentation
High Experimentation
JAPAN SINGAPORE
KOREA
AUSTRALIA CHINA INDIA
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ARE YOU CAPITALISING ON IMPULSE SHOPPERS?
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Are you seizing these opportunities?
Source: Nielsen Category Fundamentals 2014
IMPULSE PLANNED REMINDER
“I decided to buy <category> once in
the store”
“I wanted <category>, but only recalled the
need in the store”
“I planned to purchase <category> before I arrived at the store”
DECIDED
OPPORTUNITY TO INFLUENCE
34% Across 17 categories in 14 countries
ONE-THIRD OF CATEGORY DECISIONS ARE INFLUENCED IN-STORE
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BASKETS CAN GROW WITH IMPULSE/REMINDERS In-store triggers drive sales significantly
Reminder = needed item, but only recalled the need once in store
Planned = needed item and planned to buy before arriving at the store
True Impulse = didn’t specifically need the item, but decided to buy in store
Planned vs. impulse percentage
Source: Nielsen Category Shopper Fundamentals Study 2014
60 24
17
SINGAPORE 57 30
12
KOREA
64
27
9
INDIA
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Which of these do you recall happening recently?
MULTITUDE OF IN-STORE TOUCHPOINTS DO THE JOB
Source: Nielsen Category Shopper Fundamentals Study 2014
32%
41%
51%
Mar
gari
ne/
bu
tter
Pac
kage
d r
ice
Can
ned
tu
na
Dri
ed p
asta
Ener
gy d
rin
ks
Vit
amin
s/su
pp
lem
ents
Pac
kage
d (
dry
/po
wd
ered
) so
up
Bat
teri
es
Mo
uth
was
h
Shav
ing
crea
m
Bo
dy
loti
on
Fem
inin
e p
rod
uct
s
Hai
r C
on
dit
ion
er
84 78 90 73 122 129 102 90 104 116 110 94 100
95 100 98 95 115 102 105 90 102 105 107 100 93
122 113 116 125 66 72 100 116 91 84 78 106 100
Category Touch-points (i.e. advertising, conversations, friends recommendations, promotions)
FMCG norm Pre-store
In-store
Don’t remember any Ind
ex v
s To
tal
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PERSUADE WITH IN-STORE MARKETING THAT RESONATES
Fresh meat & fish
Margarine / butter
Packaged rice
Canned tuna
Dried pasta
Energy drinks
Vodka/flavored vodka
Batteries
Bleach (household
usage)
Mouthwash
Vitamins/supplements
Shaving cream
Pain remedies/aspirin
Body lotion
Feminine products
Conditioner
Packaged (dry/ powdered) soup
Invo
lvem
ent
Experimentation
AVAILABILITY: Avoid out-of-stock, radical brand or store repositioning that disrupts auto-pilot
VISIBILITY • Interrupt shopper journey to drive conversion • POS that utilise imagery to tantalize the senses and
achieve impactful in-store presence
CALL TO ACTION: Overlay POS with a short action oriented banner and clear message
ACTIVATION: Keep a close eye on competitive pricing and ensure promos tip the scale to your advantage
Source: Nielsen Category Shopper Fundamentals Study 2014
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THE HUNT IS ON…..
KNOW GROW ACT
STRATEGY
non-price plays
SHOPPER
who’s who
STORE
why before buy
Connie Cheng Email: connie.cheng@nielsen.com
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