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FMCG Category Presentation – The Shopping
Journey
February 2013
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
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
The Shopping Journey
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
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?
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.
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?
… 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
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%
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
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
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.
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
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%
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?
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%
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
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
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
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)
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
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.
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.
Fairfax’s GB’s can be reached across multiple platforms
2.2 million reached through
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
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
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
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
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
Appendix
• Research Methodology
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
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