Septembrie 2015

RETROSPECTIVA PIEȚEI BUNURILOR DE LARG CONSUM DIN ROMÂNIA ÎN 2015

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Sources: Nielsen Shopper Trends 2015 (please see Appendix for methodology), Nielsen Global Consumer Confidence Index Q4 2014, Nielsen Retail Audit Study, Nielsen Food&Drug Universe, nissan.com & ec.europa.eu

AGENDA

• Comportamentul consumatorului roman

• Evolutia numarului de magazine

• Principalele tendinte de consum in categoriile FMCG

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ECONOMIA ROMANIEI CONTINUA SA CREASCA

Rata somajului

Source:ec.europa.eu

Salariul mediu NET (RON)

( vs. acelasi trimestru al anului pecedent)

Rata Inflatiei (%) Romania crestere anuala PIB

(vs. acelasi trimestru al anului precedent)

7.6

6.9 6.8 6.9

7.5 7.5

7.0 7.2 7.2

6.7 6.5 6.6

7.4

Q12012

Q22012

Q32012

Q42012

Q12013

Q22013

Q32013

Q42013

Q12014

Q22014

Q32014

Q42014

Q12015

1,494 1,545 1,543 1,608 1,573 1,626 1,616 1,675 1,652

1,701 1,700 1,771 1,767 1,827

Q12012

Q22012

Q32012

Q42012

Q12013

Q22013

Q32013

Q42013

Q12014

Q22014

Q32014

Q42014

Q12015

Q22015

3.5% 4.7% 5.4% 6.0% 5.3% 5.2% 4.7% 4.2% 5.0% 4.6% 5.2% 5.7% 7.0% 7.4%

0.1 2.0

-0.6 0.8

2.1 1.4 4.2 5.4 4.0

1.4 3.3 2.7

4.3 3.2

Q12012

Q22012

Q32012

Q42012

Q12013

Q22013

Q32013

Q42013

Q12014

Q22014

Q32014

Q42014

Q12015

Q22015

1.1 1.1 1.0 1.2 0.9 0.7 1.0 0.8

1.5 1.4 1.3 0.8 0.4 0.4 0.8 0.7

1.2

-1.6 -1.7

Jan14 Mar14 May14 Jul14 Sep14 Nov14 Jan15 Mar15 May15 Jul15

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In Retailul modern, reducerea pretului

pentru categoriile din Food a dus la o

crestere cu 17% a numarului produselor

vandute in primele doua saptamani din

iunie

• Preturi scazute cu -11% - pentru categoriile monitorizate de Nielsen

• Categoriile dinamice precum carne, branza, bauturi non-alcoolice si snacksuri au

inregistrat cresteri in volum. Exemplu pentru Cafea o reducere de pret in medie cu

15% a produselor a dus la o crestere a volumelor cu aproximativ 25% fata de

aceeasi perioada a anului trecut (1-14 iunie)

IMPACTUL REDUCERII TVA ASUPRA PIETEI PRODUSELOR ALIMENTARE

Source: Nielsen Price Monitor Report

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PREVIZIUNI ECONOMICE PENTRU ROMANIA

• PIB este estimat sa creasca la 3.3% in 2016.

• Rata inflatiei va fi in jur de 1%.

• Rata somajului va descreste insa lent.

• Cheltuielile de consum si cele privind produsele alimentare vor inregistra evolutii constante (reducerea

TVA-ului la 9% pentru produsele alimentare, exceptand bauturile alcoolice, ar trebui sa fie un factor de

crestere a consumului.

• Potrivit National Commission of Prognosis (Comisiei Nationale de Prognoza), salariul mediu net este

estimat a avea rate de crestere constanta: in 2015 +5.9% vs. 2014, in 2016 +5.4% vs. 2015, ajungand

la 1853 RON (~420 Euro).

• Tendintele macroeconomice indica un mediu stabil atat pentru consumatori cat si pentru comercianti

2013 2014 2015 2016

GDP growth (%. Year on year) 3.4 2.8 2.8 3.3

Inflation (%. Year on year) 3.2 1.4 0.2 0.9

Unemployment (%) 7.1 6.8 6.6 6.4

http://ec.europa.eu/economy_finance/eu/forecasts/2015_spring/ro.html

2013 2014 2015 2016

Consumer spend - EUR (bn) 88.3 94.0 99.7 105.6

Grocery retail market - EUR (bn) 16.9 15.6 18.7 19.8

Source: IGD

http://ec.europa.eu/economy_finance/eu/forecasts/2015_spring/ro.html

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INCREDEREA CONSUMATORULUI ROMAN INREGISTREAZA VALORI POZITIVE, CU UN

SCOR DE 78 ÎN TRIMESTRUL AL 2-LEA DIN 2015, ÎNSĂ TEMERILE CU PRIVIRE LA

SIGURANȚA LOCULUI DE MUNCĂ RĂMÂN LA UN NIVEL RIDICAT

Top 5 motive de ingrijorare pentru consumatorul

roman: • Sanatatea • Siguranta locului de munca • Datoriile • Echilibru munca/viata personala • Plata utilitatilor

Ce metode foloseste consumatorul roman

pentru a reduce cheltuielile pe gospodarie?

• cheltuieste mai putin pe achizitionarea de haine noi • reduce din numarul iesirilor in oras • incearca sa economiseasca din utilitati (gaze/electricitate) • isi limiteaza vacantele • amana achizitionarea produselor de ultima generatie • amana inlocuirea obiectelor electrocasnice

Source: Nielsen Consumer Confidence 2012

+/- vs trimestrul anterior

Source: Nielsen Global Consumer Confidence Survey

Results: RO, 2009 to 2015

65 68 55 54 46 47 49 59 60 62 60 61 57 62 66 62 67

73 73 77 74 78

Q309

Q110

Q310

Q410

Q111

Q211

Q311

Q411

Q112

Q212

Q312

Q412

Q113

Q213

Q313

Q413

Q114

Q214

Q314

Q414

Q115

Q215

Global average – Q2 2015 : 96

European average – Q2 2015: 79

+3 -13 -1 -8 +1 +2 +10 +1 +2 -2 +1 -4 +5 +4 -4 +5 +6 - +4 -3 +4

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Source: nissan.com & ec.europa.eu Eurostat, salariul minim pe economie

PUTEREA DE CUMPARARE A CONSUMATORULUI ROMAN (2014)

Nissan 370Z prices(€)

Numarul de ani necesari pentru a cumpara un Nissan 370Z

2,1

2,2

2,7

2,9

11.8 17,9 22.0 13.5

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În 2014, frecvența de cumparare este aceeasi ca si anul trecut, cu mai mult de o treime dintre respondenți care menționează ca merg la cumpărături săptămânal (alimente, produse alimentare și produse de îngrijire personală). În același timp, frecvența de cumparare zilnica pentru cumpărături intermediare a rămas neschimbată

1%

33%

47%

19%

1%

28%

40%

32%

1%

22%

38%

40%

22%

36%

41%

1%

21%

37%

42%

Less often

Every month

Every 2 weeks

Weekly

Nov. 2014

Nov. 2013

Nov. 2012

Nov. 2011

Nov. 2010

1%

5%

8%

34%

43%

10%

1%

3%

7%

28%

46%

15%

1%

3%

11%

26%

39%

20%

3%

10%

26%

41%

20%

2%

8%

27%

42%

20%

Less often

Every month

Every 2 weeks

Weekly

2 to 3 time aweek

Daily

Significantly higher at 95% confidence level Base: All respondents (2011, 2012, 2013, 2014 n=1200); Ref: Q87, Q88

Frequency of Main

Grocery Shopping

Frequency of Top Up/Intermediate

Grocery Shopping

FRECVENTA CUMPARATURILOR PRINCIPALE&INTERMEDIARE

DINTR-O GOSPODARIE

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Loyal Shoppers 2014 38% 53% 38% 38% 43% 56% 34% 48%

Loyal Shoppers 2013 40% 50% 35% 39% 43% 56% 33% 49%

Loyal Shoppers 2012 42% 48% 35% 40% 47% 56% 31% 48%

Experimental Shoppers 2014 62% 48% 64% 61% 57% 44% 65% 52%

Experimental Shoppers 2013 53% 43% 60% 60% 57% 44% 51% 52%

Experimental Shoppers 2012 54% 46% 61% 59% 54% 45% 52% 53%

În linie cu rezultatele din 2013, dulciurile și produsele lactate continuă să fie categoriile cu cea mai mare pondere de cumpărători experimentali. Pentru aceste două categorii, în mod semnificativ mai mulți respondenți si-au manifestat dorința de a cumpăra un brand alternativ în cazul în care produsul dorit nu este la raft. Produsele de îngrijire personală atrag cea mai mare loialitate din partea consumatorilor, care prezintă un atașament fata de brand mult mai puternic astfel incat ar fi dispuși să meargă la un alt magazin pentru a le achizitiona.

7% 5% 4% 1% 14%

55% 43%

60% 60% 57% 44%

51%

52%

4%

8%

5% 4% 5%

10%

3%

7%

21% 31%

20% 22% 28% 35%

21% 29%

13% 14% 13% 12% 10% 11% 10% 12%

CarbonateSoft Drinks

PackedCoffee

Confectionery DairyProducts

Staple Food PersonalCare Items

Beer Householdcleaning products

CarbonateSoft Drinks

PackedCoffee

ConfectioneryDairyProductsStaple FoodPersonal

Care ItemsBeerHousehold

cleaning products

Buy an alternative brand

Doesn't buy

CarbonateSoft Drinks

PackedCoffeeConfectioneryDairy

ProductsStaple FoodPersonal

Care ItemsBeerHousehold

cleaning products

Look for same brand but choose smthslightly different (different pack size /flavor)Buy the same brand at another store

Wait until it was available

Loyal shoppers

Experimental shoppers

Nov. 2014

REACTIA CONSUMATORILOR IN SITUATIILE DE PRODUS

LIPSA IN MAGAZIN (OUT-OF-STOCK)

Significantly higher at 95% confidence level Base: All respondents (2012, 2013, 2014 n=1200); Ref: Q31, Q33, Q35, Q37, Q39, Q41, Q43, Q45

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Reducerea de preț rămâne in topul preferințelor cumpărătorilor care se declară a fi influențați de promoții. În conformitate cu rezultatele din anul anterior, reducere de preț are ponderea cea mai mare dintre toate celelalte tipuri de promovare utilizate.

TIPUL DE PROMOTIE PREFERAT DE CONSUMATORUL ROMAN

Base: All respondents who declare to be influenced

by promotions: 2013 n=883, 2014 n=879), Ref: Q133

42%

17%

12%

9%

5%

4%

4%

4%

1%

1%

43%

18%

11%

10%

5%

5%

4%

2%

2%

Price off

Pack of 4 / 6 / 8 with a special price per unit(bulk purchase)

Buy one product and get another one for free(shampoo + towel etc)

Get an extra quantity (20-25%) for the sameprice

Pack of 2 or more products at a special price(ex. juice + bottled water at promotional price)

Opportunity to collect points

Competition entry into prize draw

Instant prizes

Shelf label with lowest price indicator

Finding presents inside the pack (ring, money,necklace etc.)

2014

2013

Din cei 1200 respondenti ai

studiului Shopper Trends, 73%

s-au declarat influentati de

promotii

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60%

53%

43%

40%

34%

30%

28%

27%

26%

25%

19%

18%

17%

8%

6%

Paper products

Staple foods

Household products

Dairy products

Personal care

Canned and package groceries

Frozen and chilled foods

Snacks & confectionary

Non-alcoholic beverages

Carbonated soft Drinks

Alcoholic beverages

Store branded medications

Pet food

Prepared meals

Baby food

Produselor din hârtie și produsele alimentare de baza continua să fie in top, deoarece aceste două categorii au fost menționate ca fiind cele mai cumparate in ultimul an, în conformitate cu rezultatele din 2013

2013 2012 2011

63% 62% 62%

53% 54% 51%

45% 44% 43%

41% 38% 33%

34% 33% 33%

31% 34% 28%

28% 27% 24%

27% 26% 26%

25% 26% 26%

26% 26% 25%

19% 16% 14%

18% 16% 15%

15% 13% 10%

8% 9% 11%

5% 5% 4%

CATEGORIILE DE MARCI PRIVATE CUMPARATE IN ULTIMUL AN

Significantly higher at 95% confidence level than all other statements Base: All aware of private label brands (2011 n=1043, 2012 n=1109,

2013 n=1130, 2014 n=1144), Q119

Nov. 2014

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Deși hipermarket-ul rămane formatul de magazin cel mai utilizat în 2014, Discounterii continua sa-si imbunatateasca performanta in ceea ce priveste utilizarea regulată, alături de aprozare și supermarketuri.

Hypermarkets

Supermarkets

Traditional Grocery

Large Discount Stores

Bakeries

Open markets

Kiosk

Vegetable Vendor

Modern Pharmacy

Butcher

Cash & Carry

Cosmetics Shops

Convenience Stores

Online Shopping

Wholesale market

% regularly used P4W

the channel

DE UNDE ISI FAC CUMPARATURILE CONSUMATORII ROMANI?

FORMATUL DE MAGAZIN FOLOSIT IN ULTIMELE 4 SAPTAMANI

Base: All respondents (2010, 2011, 2012, 2013, 2014 n=1200); Ref: Q7b *P4W: past 4 weeks

Change

(2014 vs. 2013)

92%

68%

68%

65%

60%

54%

44%

41%

38%

23%

21%

10%

10%

2%

2%

1%p

2%p

-1%p

3%p

1%p

0%p

-1%p

3%p

0%p

-1%p

2%p

-4%p

0%p

-1%p

0%p

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3 4

2 4

2

10 12

6

2 1 4 5

2 4 3

10 12

6

2 1 4 5

2 4 3

9 10

6

2 1

5 5 2

4 3

10 10

6

2 1

5 4 2 3 3

10 11

5 2 1

Hypermarket Supermarket Cash & Carry Discounter Petrol station Kiosk TraditionalGrocery

Open market ModernPharmacy

OnlineShopping

Nov 2010 Nov 2011 Nov 2012 Nov 2013 Nov 2014

SCALE: Once a day (31) – Once a week (4) – Less often than once a week (0,5)

. În 2014, frecvența de vizite de cumparare in formatele de comert modern nu prezintă schimbări majore față de anul precedent, în timp ce comerțul tradițional păstrează același ritm.

NUMARUL MEDIU DE VIZITE IN MAGAZINE PE LUNA

Large Modern

Trade

Significantly higher at 95% confidence level Base: All respondents (2010, 2011, 2012, 2013, 2014 n=1200); Ref: Q8

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713 733 783 779 800

450 457 487 488 509

2010 (n=1200) 2011 (n=1200) 2012 (n=1200) 2013 (n=1200) 2014 (n=1200)

Total Expenditure

Fresh Food

Base: All respondents; Ref: Q9a, Q9b

. Bugetul mediu lunar alocat cumparaturilor de catre cumpărătorii de modern trade din Romania continua sa fie sub media europeană. Similar cu situația observată în 2013, cea mai mare parte a cheltuielilor lunare de uz casnic este dedicat alimentelor proaspete.

Total 63% 62% 62%

Values in RON

Average

Total Expenditure

Europe 325 €

Romania 179 €

Hungary 142 €

Bulgaria 261 €

Poland 200 €

CE BUGET DECLARA CUMPARATORUL ROMAN CA ALOCA ÎN

MEDIE, PE LUNA, PENTRU CHELTUIELILE DE UZ CASNIC ?

63% 64%

EVOLUTIA NUMARULUI DE MAGAZINE

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2014 UNIVERSUL DE MAGAZINE DIN ROMANIA

Evolutie numerica pe baza recensamantului “rolling” desfasurat de Nielsen

Source: Nielsen Food&Drug Universe

Numar de magazine – evolutie 2014 vs.2013 (%)

COMERTUL TRADITIONAL COMERTUL MODERN

+10%

+11%

-5% +27%

-17% -6%

-3% +28.3%

+11.0%

+10.0%

Comert Traditional: • Food Stores40mp • Kiosks

Comert Modern: • Hypermarket • Supermarket • Discounteri

http://www.google.ro/imgres?imgurl=http://b.dryicons.com/images/icon_sets/coquette_part_5_icons_set/png/64x64/orange_arrow_down.png&imgrefurl=http://dryicons.com/icon/coquette-part-5-icons-set/orange-arrow-down/&usg=__FqpVQqKkvvIGBCE3LoZUZJHCUC8=&h=64&w=64&sz=6&hl=ro&start=78&zoom=1&tbnid=IwiSdrTTaAhspM:&tbnh=64&tbnw=64&ei=d4tgTozlN4rzsgba1NjlDQ&prev=/search?q=arrow+down&start=60&um=1&hl=ro&sa=N&rlz=1W1SKPB_en&tbm=isch&um=1&itbs=1

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17 Source: Nielsen RMS data

Regiuni Nielsen

Cota de piata in valoare (%)

Numar de magazine

2013 2014 2013 2014

BUCURESTI

28,8

28,4

9.888

9.229

NORD-EST

13,4

11,3

22.590

21.052

NORD-VEST

10,1

9,2

14.845

14.101

VEST

7,7

7,0

8.919

8.108

SUD-VEST

8,5

8,9

14.552

12.878

SUD-EST

8,8

10,2

14.262

14.370

SUD

12,7

13,7

18.631

17.766

CENTRAL

10,0

11,3

13.205

12.550

EVOLUTIA UNIVERSULUI

DE MAGAZINE PE

REGIUNI

Bucurestiul ramane regiunea cu

cea mai mare putere de

cumparare in timp ce zona de

Vest se situeaza la finalul

clasamentului.

Bucurestiul, desi regiunea lider, scade usor ca si importanta in vanzari in timp ce se inregistreaza cresteri in zona Centrala, de Sud si de Sud-Est.

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18 25 12

89

17 32 19

80 78

295

207156 170

32 27 12

102

431 19

85 91

409

275

171 183

33 28 11

103

431 19

86 98

428

335

174 186

Auchan Carrefour Cora Kaufland Real Metro Selgros Billa Carrefour

Market

Mega Image Profi Penny

Market

Lidl

end 2013

end 2014

Aug-15

2013 2014 Number of Stores in Modern Trade 1198 1441

Hypermarkets Supermarkets Discounters Cash & Carry

• Mega Image includes also Shop&Go • 6 out of Metro stores are “Metro Punct” • Profi includes also Profi City • Penny Market figures include both Penny and XXL Mega Discount • Carrefour Market does not include Express franchise stores

ROMANIA: MODERN TRADE DEVELOPMENT

http://www.google.ro/url?sa=i&source=images&cd=&cad=rja&docid=jXmlic1qPW3Z9M&tbnid=O34FZjo0WJJdvM:&ved=0CAgQjRwwAA&url=http://www.targetexecutivesearch.com/bg/content/metro&ei=sljDUbTXKs3YsgawnYFY&psig=AFQjCNHXo0VDiMVwuNnaQ345AI3Ifdo0ag&ust=1371843122749856http://www.google.ro/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=EQedZhXYC_GTSM&tbnid=a50gu6td0U4wNM:&ved=0CAUQjRw&url=http://www.carrefour.ro/express.html&ei=GfOuUerNIIOJtAainYHABQ&bvm=bv.47380653,d.Yms&psig=AFQjCNEF_CE1g5EG3HJ81aPq8oinFxx95w&ust=1370506340305658http://www.google.ro/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=IQfapTfZ99U6rM&tbnid=MRJSuyrGstX6uM:&ved=0CAUQjRw&url=http://www.carrefour.ro/market.html&ei=Iy_pUseOG8bQsga8woG4CQ&bvm=bv.60157871,d.Yms&psig=AFQjCNGvKEXH2LJEEbKESFM0eRS_L853Ug&ust=1391100045357476http://www.google.ro/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=5sX7iLgJ5zNDdM&tbnid=TrdSoyQiyZLwpM:&ved=0CAUQjRw&url=http://www.retail-fmcg.ro/evenimente/mega-image-lanseaza-un-nou-concept-de-magazin-shop-go.html&ei=MPOuUe3JM8WbtAbBlIG4BA&bvm=bv.47380653,d.Yms&psig=AFQjCNHarg_IAoPsWlLJN5RlDCe_806BbQ&ust=1370506410254211http://www.penny.ro/default.aspx

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ROMANIA ARE CEA MAI MICA DENSITATE DE HYPER/SUPERMARKET LA 1 MIL LOCUITORI COMPARATIV CU TARILE DIN CENTRUL SI SUDUL EUROPEI

Super-

market

400-2500

m2

Hyper-

market

2500+ m2

NOTES

Slovenia 303 17

Croatia 168 22

Poland 163 9 Supermarket: 300-2500 m2

Czech 128 30

Slovakia 101 29

Hungary 109 17

Bosnia-Herzegovina 106 8

Bulgaria 43 16

Supermarket: 300-1000 m2

Hypermarket: 1000-2500+ m2

Romania 46 8

Supermarket: 400-2500 m2,

also including smaller stores

from major key accounts

COUNTRY

Density by store format (by sq.m.)

RETAILER-I PER CAPITA

Source: Nielsen RMS data, www.insse.ro

http://www.insse.ro/

PRINCIPALELE TENDINTE DE CONSUM IN CATEGORIILE FMCG.

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82,2% FOOD

(PRODUSE ALIMENTARE)

17,8%

NON-FOOD (DRUG) PRODUSE NON-

ALIMENTARE

COMPONENTA COSULUI DE CUMPARATURI

FMCG (-0,4% in value)

Share in total FMCG YTD2015(DJ/JF15-JJ/JA15) vs.YTD2014(DJ/JF14-JJ/JA14)

Nielsen Retail Audit (Total Romania )

-1,3%

+3,8%

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ROMANIA –EVOLUTIE IN PRIMELE 8 LUNI ALE ANULUI (YTD)

Source: Nielsen RMS data YTD2015(DJ/JF15-JJ/JA15) vs.YTD2014(DJ/JF14-JJ/JA14), * Tigarile sunt excluse din FMCG BASKET

Cresterea cosului de cumpararturi

FMCG (valoare)*

-0.4%

-5.0%

0.2%

-6%

-5%

-4%

-3%

-2%

-1%

0%

1%

COS DECUMPARATURI

FMCG MARCI PRIVATE BRAND-URI

Hypermarket-urile si Supermarket-urile

au o evolutie pozitiva in YTD 2015 vs.

YTD 2014

+2,5% +9,9%

Hypermarkets Supermarkets

DISCOUNTERII sunt

responsabili pentru 58,5% din

totalul vanzarilor de marci

private

Valoarea Marcilor Private din FMCG

vandute in Romania in primele 8 luni

ale anului 2015 (YTD) a totalizat:

RON 3.23 billion (11.9% cota de piata in valoare)

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TOTAL PRODUSE

ALIMENARE PRODUSE NON-

ALIMENTARE

COMERTUL MODERN TRADE CRESTE IN IMPORTANTA

IN YTD 2015 VS. YTD 2014

Consumatorii cumpara cu precadere produse Non-Alimentare din comertul modern.

Importanta formatelor de magazin, in valoare

Discounteri

Hypermarket

Supermarket

Comert

Traditional

Alte formate

Hypermarket (coop and estimati):

Supermarket (coop):

Discounteri (coop and estimati):

Other: Source: Nielsen RMS

YTD2015(DJ/JF15-JJ/JA15) vs.YTD2014(DJ/JF14-JJ/JA14),

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TOP 10 CATEGORII ALIMENTARE (SALES VALUE 1000 RON)

Source: Nielsen RMS data YTD2015(DJ/JF15-JJ/JA15) vs.YTD2014(DJ/JF14-JJ/JA14)

Comert Traditional TOP 10 ALIMENTARE

Total Romania TOP 10 ALIMENTARE

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TOP 10 ARTICOLE PRODUSE ALIMENTARE (SALES VALUE 1000 RON)

Source: Nielsen RMS data

YTD2015(DJ/JF15-JJ/JA15)

vs.YTD2014(DJ/JF14-JJ/JA14)

Total Romania – Top 10 Alimentare

Comert Traditional - Top 10 Alimentare

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TOP 10 CATEGORII NON-ALIMENTARE (SALES VALUE 1000 RON)

Source: Nielsen RMS data YTD2015(DJ/JF15-JJ/JA15) vs.YTD2014(DJ/JF14-JJ/JA14)

Comert Traditional TOP 10 NON-ALIMENTARE

Total Romania TOP 10 NON-ALIMENTARE

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TOP 10 ARTICOLE PRODUSE NON-ALIMENTARE (SALES VALUE 1000 RON)

Comert Traditional - Top 10 Non Alimentare

Total Romania - Top 10 Non Alimentare

Source: Nielsen RMS data

YTD2015(DJ/JF15-JJ/JA15)

vs.YTD2014(DJ/JF14-JJ/JA14)

UNIVERS MAGAZINE

OPTIMIST – Nivel de incredere

crescut fata de

Q1,+4pp

LOIAL brandurilor de ingrijire

personala si a celor de

cafea

PROMOTIILE DE PRET – principala atractie.

CONSUMA-TORUL

ROMAN

MARCI PRIVATE – produsele

alimentare si de hartie sunt

in top

CONCLUZII

Comert modern

+27% 2014 vs

2013

Comert traditional

-5% 2014 vs

2013

Romania -0,4%

YTD15 vs YTD14

Bauturile stabilesc

trendul in comertul

traditional

Cele mai vandute

produse in comertul

traditional: Baterii si Bere FMCG

Any questions ?

Oana Matei Senior Account Executive The Nielsen Company Phone +4021-310-6777 Fax +4021-310-6772 www.nielsen.com

blocked::http://www.nielsen.com

APPENDIX

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59%

41%

MAIN SHOPPER INFLUENCER

37%

63%

FEMALE MALE

76%

24%

11%

12%

17%

29%

32%

29%

37%

33%

35%

41%

31%

24%

22%

19%

14%

14%

Male

Female

Male

Female

18-24 y.o. 25-34 y.o. 35-49 y.o. 50-65 y.o.

STRUCTURE OF THE SHOPPER SAMPLE ROLE IN SHOPPING

Base: All respondents 2014 n=1200, Ref: Q4, Q5, Q6

Gender Age by gender

Role in shopping

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Interview Methodology

Face-to-face home interviews

Coverage

The sample was built at the level of large cities (above 200.000 inhabitants) and medium cities (between 50,000 and 200,000 inhabitants). The sample has a maximum estimated error of +/- 2.83 at a 95% confidence level

Target Respondents

Modern trade (hypermarket, supermarket, cash & carry and discounters) main household products shoppers (main grocery shoppers* and key influencers** for household monthly shopping), aged 18-65 years old

*Main Shopper: The person in the household who is mostly responsible for most of the food, grocery, and personal care shopping. **Key Influencer: The person in the household who is not most often doing the household shopping, but who frequently buy food, grocery and personal care

items for the household or actively participate in the decision-making.

RESEARCH METHODOLOGY

Sample Size and Structure

1.200 respondents

Data collection October – November 2014

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SAMPLE STRUCTURE 2013

City Type of

urbanization No. of interviews

conducted

Bucharest Capital 290

Iasi Large City 62

Cluj-Napoca Large City 44

Timisoara Large City 77

Constanta Large City 63

Brasov Large City 44

Ploiesti Large City 62

Galati Large City 61

Arad Medium City 63

Tg. Mures Medium City 45

Piatra Neamt Medium City 50

Targoviste Medium City 49

Buzau Medium City 50

Suceava Medium City 50

Zalau Medium City 45

Turda Medium City 46

Slatina Medium City 49

Pitesti Medium City 50

DETAILED SAMPLE STRUCTURE 2013 VS. 2014

SAMPLE STRUCTURE 2014

City Type of

urbanization No. of interviews

conducted

Bucharest Capital 317

Iasi Large City 45

Cluj-Napoca Large City 49

Timisoara Large City 54

Constanta Large City 64

Brasov Large City 48

Ploiesti Large City 64

Galati Large City 46

Arad Medium City 49

Tg. Mures Medium City 41

Piatra Neamt Medium City 54

Targoviste Medium City 43

Buzau Medium City 54

Suceava Medium City 54

Zalau Medium City 40

Slatina Medium City 44

Pitesti Medium City 44

Sibiu Medium City 41

Oradea Medium City 49

*Sibiu and Oradea were introduced in 2014, while Turda was excluded.

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The client shall not be entitled, without the written permission of NIELSEN, to publish

the Shopper Trends research report or any adaptation thereof or any extract there in a

medium of newspaper, periodical, radio, television, leaflet distribution, data retrieval

system, legal proceeding or otherwise. The written permission of NIELSEN must be

obtained separately for each intended publication.

Confidentiality Clause