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CONSUMER & MARKET TRENDSRaluca Raschip – Consumer Goods & Retail Director
2
Quelle: Europanel (GfK, KWP), MAT 6/2014
FMCG turnover growth across Europe
[in %]
Value
Price
Volume
-0,4
1,1
-1,6
0,4
-0,2
1,9 2,5
-0,1
-1,8
3,2
-4,9
1,32,5
-1,2
-2,5
0,8
-0,1
-0,1
3,1
1,2 1,2
2,9 7,8
-3,6
FMCG development
-2,5
-2,4
7,02,2
3
What Drives FMCG evolution in Romania?
Source: GfK Pulse Syndicated Study
Food Inflation
Savings
Confidence
Employment
Top 4 Drivers
4
People-related values are very important for Romanians
Consumer Panel Services, Romania, 2014
12
34 5 6 7
89 10
Family Trust Honesty Freedom Sense ofduty
Friendship Origin FinancialSecurity
Knowledge Preservingthe
environment
5
Some Values are becoming more important this year
Indulgence
+5 pp.Fun
+3 pp.Stimulating
Experiences+5 pp.
Consumer Panel Services, Romania, 2014 vs. 2013
6
In case of Burnout Brands, the
level of matching is high:
17%
In case of Growth Brands, the
level of matching is high:
79%
Growth Brands are matching consumer values to a high extent
7
Food products are driving the consumption growth in 2014
2%Value Change
H1 2014
Food
Fresh Food
Beverages
Home Care
Personal Care
+6%
+1%
+2%
+2%
-2%
Consumer Panel Services, Romania, H1 2014 vs. H1 2013
8
Mainstream brands continue to shrink in 2014
4 4
13 14
22 22
44 41
18 20
H1 2013 H1 2014
Premium Brands
Mainstream Brands
Economy Brands
Private Labels
Home Made
Mainstream
segment
decreasing
Consumer Panel Services, Romania, Value Shares (%)
9
Promotions are now barely differentiating the Modern Trade Channels
Modern trade
Traditional trade
Modern Trade vs.
Traditional Trade
20142013
Hypermarkets vs.
Supermarkets
1.71.8
1.21.5Hypermarkets vs.
Discounters 1.11.4
Hypermarkets
Supermarkets
Discounters
Modern
Proximity Stores
Traditional Trade
26%
21%
23%
11%
14%
Consumer Panel Services, Romania, H1 2014 vs. H1 2013, Promo Value Share% for H1 2014
10
In Romania, the Potential for Innovations is very high
NL
BE
ES
FRAT
SE
DE
UK
RO
0
100
200
300
400
500
600
700
800
900
30 40 50 60 70 80 90
Avg.
num
ber
of active S
KU
s p
er
cate
gory
Avg. number of innovations per category
Fewer innovations on the
ROMANIAN market
Better chance
to be tried
Fewer products on the
ROMANIAN market
Better chance
for an innovation to be tried
Cross-country analyses | © Europanel
11
Modern Trade is covering 54% of FMCG expenditures
Consumer Panel Services based on till roll, Value Share%, Romania
Supermarkets
Modern Proxy
Discounters
54%
50 47 46
2 228 9 9
15 13 14
26 28 27
2012 2013 H1 2014
Hypermarkets
Supermarkets
Discounters
Cash & Carry
Modern ProximityStores
Traditional Trade
12
-2
2
2
6
1
2
Personal Care
Home Care
Beverages
Food
Fresh & Dairy
FMCG
Consumers are shopping more frequently
KPIs
Changes
by FMCG
Baskets
Value
Change %
Frequency
Change %Value per Trip
Change %
-1
-2
-1
-3
-7
-5
-2
3
3
8
8
7
Consumer Panel Services, Romania I FMCG H1’2014 vs. H1 ’2013
13
15 1710 10
53
16 2011 13
57
Hypermarkets Supermarkets Discounters ModernProximity
TraditionalTrade
H1'2013 H1'2014
Attracting more shoppers was the winning card for Supermarkets
*Penetration / **Frequency
76 68 63
18
9476 72 64
19
94
Hypermarkets Supermarkets Discounters ModernProximty
TraditionalTrade
For 78% of
Romanians shopping
is still a pleasure
How many shoppers?*
How often do they buy?**
Consumer Panel Services, Romania, H1 2014 vs. H1 2013
14
Retailer and Brand Experience are the key touch-points
TV or print advertising
Social media
Ability to pay with my mobile device
Manufacturer apps
Geo-locater
Shopping/retailer apps up
smartphone or tablet
Coupons
Online experts reviews Retailer website
Brand Website
Store flyers
Price comparison websites
Brochures/flyers
In store displays
Product packaging
Product Online Advertising
General Shopping sites
Shelf info
Products samples or demos
Consumers Opinions Sites Online shoppers reviews
Brand
*Source: Futurebuy, 15-45 y.o, Urban. Internet Users, 2014
Previous
Experience
Retailer
WOM-friends and family
15
E-Commerce in FMCG across countries
New buyers of online
…and their basket is 3 times bigger
…but they prefer branded products, but only where online is small
…and they buy mainly
Personal Care and Pet Food
Cross-country analyses | © Europanel
16
THANK YOU FOR YOUR ATTENTION!
Consumer Goods & Retail Director, GfK Romania
Raluca Răschip, [email protected]