The consumer’s perspective - OECD · * Household spend on food (%) is for Caprivi, Kavango, Ohangwena, Omusati, Oshana, ... Nielsen Global Online Survey April 2008 Occasions per

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Confidential & Proprietary • Copyright © 2008 The Nielsen Company

The consumer’s perspectiveJonathan Banks

Wednesday 22 April

10.05 – 10.30

Confidential & ProprietaryCopyright © 2008 The Nielsen Company

The consumer’s perspective

•The recession•Consumer concerns•Consumer attitudes to fish•What’s next?

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USA

India

Canada

Consumer confidence index

UK

Germany

Source: Nielsen Global Online Surveys

France55

65

75

85

95

105

115

125

135

Apr-05 Oct-05 Apr-06 Oct-06 Apr-07 Oct-07 Apr-08 Oct-08 Apr -09


39%

33%

17%

15%

13%

13%

13%

11%

8%

5%

5%

7%

3%

2%

The economy

Job security

Work/life balance

Health

Debt

Increasing food prices

Increasing utility bills

Childrens education/welfare

Parents welfare + happiness

Crime

Political stability

Increasing fuel prices

Global warming

No concerns

Biggest+2nd biggest concerns in next 6 months

Source: Nielsen Global online surveyGlobal results: 50 countries – April 2009

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IndiaRomaniaRussia

Namibia*

LithuaniaArgentina

China

Latvia

Brazil

Estonia

Poland

Turkey

Korea

Japan

France

Slovakia

Spain

Czech Republic

Greece

Norway

Sweden

Finland

Germany

Denmark

Australia

NetherlandsU.K.

Ireland

U.S.A.

R2 = 0.8

Household Spend on Food (%)

GD

P P

er C

apita

, US

$

* Household spend on food (%) is for Caprivi, Kavango, Ohangwena, Omusati, Oshana, and Oshikoto.

GDP per capita vs. Household spend on food

Sources: UN; International Labour Organization; allcountries.org; National Bureau Of Statistics of the The Peoples Republic Of China; swivel.com; World Resources Institute; International Finance Corporation


Fast Moving Consumer Goods market dynamics: Total Europe

Source: Nielsen 2008

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European retail trends

•The recession•Retail developments•Consumer attitudes to fish•What’s next?


Europe: Where is fish mainly purchased?

3344 45 46 48 53 54 54 57 59 61 64 67 69

27

26

46

15

34

3

41

1517 14

19 8 6

1926

28

3

15

14

20

27 22

8

1924 25

10

Nethe

rland

sG

erm

any

Portu

gal

Norw

ayDen

mar

kFi

nlan

d

Spain

Austri

aSw

eden Italy

Irela

nd UKSwi tz

erla

ndFr

ance

Do notbuycategory

Specialist/market

ModernTrade

Source: Nielsen ShopperTrends 2008

5


Wide range of fresh

meat & fish

Good value for money

Everything I need in the one shop

Display of products

Low Price

High quality fresh food

Loyalty Programmes

Subliminal

Say it, mean it

Low discriminators

High

DE

RIV

ED

IMP

OR

TA

NC

E

HighSTATED IMPORTANCELowSay it, don’t mean it

Great Britain: Importance of Attributes



Subliminal

Say it, mean it

Low discriminators

High

DE

RIV

ED

IMP

OR

TA

NC

E

HighSTATED IMPORTANCELowSay it, don’t mean it

Wide range of fresh meat and fish


GBES China Fin

SlovRoI

ChSeThai De Dk Oz Pg

No Ned HK CzPol At

Kor

Indo

6





Which of these products do you actively try to buy?59%

48%

44%

36%

34%

32%

28%

26%

24%

21%

9%

53%

51%

45%

42%

35%

25%

31%

27%

23%

27%

6%

Energy efficient products or appliances

Locally made products

Products in recyclable packaging

Products bought from a Farmer's Market

Organic products

Ethically produced or grown products

Products with little or no packaging

Fairtrade products

Products that have not been tested on animals

Products that haven't travelled long distances toget to the store

None of these

Mar-07

Mar-09

Source: Nielsen Global Online SurveyMarch 2009, 25420 consumers in 50 countries

7


250

156 130 12292 89 82 69 66 63 62 60 55 46 43 39 33

0

50

100

150

200

250

300

350

400

450

500

Icel a

nd

Port u

gal

Norway

Spain

Franc

e

Finlan

d

Sweden Ita

ly

Belgiu

m

Denmar

k

Nether

lands

Greec

eU.K

.

Irelan

d

Swi tzer

land

German

y

Austr

ia

(g/c

apita

/day

)

Fish, Seafood* Bovine meat Pig meat Sheep and goat meat Chicken meat Other Meat

•*Includes Cephalopods; Crustaceans; Demersal fish; Freshwater fish; Large Pelagic fish; Marine fish, other; and Molluscs

FAOSTAT; FAO Statistics Division 2007

Animal products per capita consumption


On average, how often do you eat fish (including seafood)?

2% 14%

40%

29%

14%

6 or more timesa week

3 to 5 times aweek

1 to 2 times aweek

Less often thanonce a week

Rarely or never

Global Average = 1.6

Source: Nielsen Global Online Survey>28k consumers in 51 countries

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On average, how often do you eat fish (including seafood)?0 0.5 1 1.5 2 2.5 3 3.5

Philippines

Malaysia

Singapore

Portugal

Thailand

Hong Kong

Indonesia

Japan

Spain

Taiwan

Vietnam

China

Norway

Denmark

South Korea

Russia

UAE

0 0.5 1 1.5

Latvia

Belgium

Brazil

Chile

NZ

Switzerland

Venezuela

Canada

Turkey

US

Colombia

Netherlands

Czech

Pakistan

Argentina

India

Hungary

Source: Nielsen Global Online Survey April 2008Occasions per weekGlobal average 1.6

0 0.5 1 1.5

Israel

France

Ireland

Italy

Poland

Sweden

UK

Estonia

Lithuania

Egypt

Australia

Austria

Finland

Germany

Greece

Mexico

S Africa


What are the main reasons you don’t eat fish?

8%

12%

14%

15%

17%

21%

32%

33%

It's not easily available

I don't know how to cook it

I don't like the appearance (fins, scales,head)

I'm opposed to eating fish because of mypersonal beliefs

It's too expensive

I don't like the bones

I don't like the smell

I don't like the taste

Global Average

Source: Nielsen Global Online Survey April 2008What are the main reasons you don’t eat fish?

Base: Respondents who “Rarely or Never” eat Fish

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38

29

60

48

53

88

67

43

38

63

Frozen fish is just as healthy as fresh fish

Frozen fish is better value for money than fresh

Fish has become more expensive over the lastyear

Good value for money compared with meat +chicken

Fish is a cheap way for me to eat healthily

Fish is healthier than meat or chicken

Fish is good for me

Frozen fish suits our busy lifestyle

I prefer fish products that are sustainablysourced

I prefer to eat fish products that are ethicallysourced and kinder to the environment

Statements about fish: Global Averages (%)

Source: Nielsen Global Online Survey April 2008agree + strongly agree


Blogosphere buzz...

Source: Nielsen BuzzMetrics

The End of the Line

Japan whalingFrench blockade

Somalia

10



I am concerned about...

29%

29%

17%

51%

47%

36%

0% 10% 20% 30% 40% 50% 60% 70% 80%

the globalenvironment

climate changeand globalwarming

overuse of globalfish stocks

Strongly agree (5) Agree (4)


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I am concerned about overuse of global fish stocks...

45%

34%

34%

30%

29%

29%

29%

28%

28%

27%

39%

45%

37%

50%

42%

44%

44%

41%

35%

45%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Greece

Thailand

South Africa

Indonesia

France

Sweden

Switzerland

Philippines

Mexico

Spain

Strongly agree (5) Agree (4)

Source: Nielsen Global Online SurveyMarch 2009, Top 10 countries


Who should assume responsibility for ensuring fish stocks are not overused?

16%

18%

19%

28%

46%

67%

Retailers of fish products

Non-governmental organisations

People who buy or eat fish

Fish manufacturers and processors

The fishing industry

Governments of countries


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Do you prefer wild captured or farmed fish on...?

23%

21%

21%

17%

28%

26%

23%

21%

40%

44%

42%

41%

Taste

Nutritionalcontent

Freshness

The environment

Strongly prefer wild Prefer wild captured No preference

Prefer farmed Strongly prefer farmed



What level of influence do product labels declaring that fish issustainably sourced have on your purchasing decision?

27%

57%

50%

45%

45%

44%

41%

38%

37%

35%

35%

43%

39%

40%

39%

37%

35%

38%

41%

40%

47%

40%

30%

10%

17%

18%

21%

22%

21%

24%

18%

25%

4%

Total

Vietnam

Philippines

Brazil

Colombia

Saudi Arabia

Mexico

India

Chile

Indonesia

UAE

Very important Important No influence on purchase decision

Source: Nielsen Global Online SurveyMarch 2009, Top 10 countries

13


What level of influence do product labels declaring that fish issustainably sourced have on your purchasing decision?

27%

16%

14%

14%

12%

11%

11%

10%

9%

9%

8%

43%

37%

38%

37%

40%

46%

45%

37%

41%

36%

35%

30%

48%

49%

48%

43%

43%

53%

49%

55%

56%

46%

Total

Russia

Belgium

Czech

Poland

Hungary

Netherlands

Finland

Norway

Estonia

Latvia

Very important Important No influence on purchase decision

Source: Nielsen Global Online SurveyMarch 2009, Bottom 10 countries


Are you eating more or less than 2 years ago?Fish is the winner!

5 4 4 3

24 22 2113

-5-13 -11

-21-5

-3 -3

-5

-5-2 -4

-4-30

-20

-10

0

10

20

30

Fish Dairy Poultry Meat

Much more

More

Less

Much less

Don't eat

Source: Nielsen Global Online Survey April 2008

14





4 megatrends

Health/Well-Being

Ethical

Convenience/Practicality

Indulgence/Pleasure

15


0

10

20

30

40

50

Fat Clai

m

Natura

l

Sodium

Claim

Prese

rvati

ve C

laim

Chole

stero

l Clai

m

Reduce

d Calo

rie

Who

le Gra

in

Sweete

ner C

laim

Calciu

m C

laim

No Calo

r ies

Caffein

e Fre

e

Organ

ic

Fiber

Clai

m

Lactose

Fre

e

Horm

one/A

ntibiot

ic F

ree

Protei

n Clai

m

Carb C

onsc

ious

Soy

Glute

n Fre

e

Mult

igrain

Antiox

idants

Probio

tic

Omega C

laim

$ bi

llion

s: y

/e 2

7 D

ec 0

8

-7

0

7

14

21

28

% G

row

th v

200

7

US LabelTrends

Sources: Nielsen LabelTrends Total Food/Drug/Mass excl Wal-Mart /


Summary•Recession: gloomy headlines not reflected in our data•Retailers: modern trade winning

–Price not a differentiator, just table stakes

•Fish consumption increasing–poultry growth despite Avian Influenza–consumption levels vary, as does frequency: average 1.6

•Many reasons to avoid...–taste, smell, bones, cost

•Fresh > frozen; Wild > farmed•Consumers not taking responsibility for sustainability

–though labelling claimed to influence purchase decisionFull country level details available: [email protected]

Documents

The consumer’s perspective - OECD · * Household spend on food (%) is for Caprivi, Kavango, Ohangwena, Omusati, Oshana, ... Nielsen Global Online Survey April 2008 Occasions per