COVID-19 WEEKLY UPDATE
Impact on the FMCG market
Week 11
FMCG Market Trend vs Average MAT
FMCG
Week 11 marks 44.8% growth, compared to last 52 weeks average
40.1%26.3%67.5%79.7%
929
Food123
Home Care
121
Beverages165
Personal Care
44.8%
1,337
*All the data is compared to last 52 weeks average
Conserves, Paper Products, Rice Pulses Pasta and Hygiene & Body Nurturing fields are marking an increase of more than 100% compared to an average week
Fields in Focus
Hygiene & Body
Nurturing
Rice Pulses
Pasta
Paper
Products
Dairy
Products Conserves
36.449.851.0177.472.2
18.429.531.031.138.7
101.8%145.8%154.6%21.2%115.8%
Babys &
Kids Food
Baking &
Cooking Aids
Laundry
DetergentsOils
Baby
Products &
Accessories
25.129.530.127.134.8
11.511.712.012.614.1
83.9%66.2%66.4%86.4%68.2%
Value Sales (Million NIS)
Additional Sales Million NIS
Value % Change
*All the data is compared to last 52 weeks average
The categories with the highest percentage growth (between the leading categories) are non-food categories –House Cleaning, Hygiene Products, Toilet Paper. Rice and Pasta are the most growing food categories
22.3
16.0
11.2
11.2
10.0
9.3
8.4
7.7
7.5
7.2
6.9
6.6
6.1
6.0
5.9
5.8
5.6
5.5
5.4
5.3
Toilet Paper
Canned Tuna
Hygiene Products
Rice
Dairy Baby Milk Formula
Plain Oils
Pasta
Frozen vegetables
Diapers
Laundry Detergents
House Cleaning
Tomatoes conserves
Cereals
Paper towels
Packed Fresh Chicken
Red wines
Female Hygiene
Wipes
Sweet snacks
Frozen Fish In Vacuum
Additional Sales Million NIS
34.3
27.5
12.1
17.1
21.2
18.4
13.4
18.9
19.5
16.0
9.9
11.5
18.2
11.2
29.3
12.6
13.8
11.9
16.1
19.5
Last Week Sales
Growing Categories
Change %
187%
140%
1309%
192%
89%
102%
168%
69%
63%
83%
236%
133%
50%
115%
25%
85%
67%
84%
50%
37%
11.6 10.7 12.9 13.1 12.7 11.4 12.0 11.8 12.2 11.5 11.6 15.3
34.3
51 - 15\12 52 - 22\12 1 - 29\12 2 - 05\01 3 - 12\01 4 - 19\01 5 - 26\01 6 - 02\02 7 - 09\02 8 - 16\02 9 - 23\02 10 - 01\03 11 - 08\03
Toilet Paper
10.5 9.3 10.0 10.5 10.6 10.6 10.6 10.8 11.2 10.7 12.216.3
27.5
51 - 15\12 52 - 22\12 1 - 29\12 2 - 05\01 3 - 12\01 4 - 19\01 5 - 26\01 6 - 02\02 7 - 09\02 8 - 16\02 9 - 23\02 10 - 01\03 11 - 08\03
Canned Tuna
0.2 0.2 0.2 0.2 0.3 0.2 0.4 0.7 1.3 1.3 2.94.8
11.8
51 - 15\12 52 - 22\12 1 - 29\12 2 - 05\01 3 - 12\01 4 - 19\01 5 - 26\01 6 - 02\02 7 - 09\02 8 - 16\02 9 - 23\02 10 - 01\03 11 - 08\03
Hands & Surfaces Sanitizing
Growing Categories – Weekly Trend The growth in the leading categories started in week 10 and is increasing in week 11 Hands & Surfaces Sanitizing value sales in weeks 10 and 11 together surpasses its sales in 2019
5.6
3.7
2.8
2.7
2.6
2.5
2.2
2.1
2.0
2.0
Tnuva Mehadrin Milk 3% 1Ltr -7290004131074
Tnuva Cottage Mehadrin 5% 250gr -7290004127329
Coca Cola 1.5Ltr - 7290000284316
Tnuva Milk 3% 1Ltr 7290000042442
Coca Cola 1.5Ltr*6 - 7290003119110
Emek Cheese Weighted 28% - 7290000055350
Coca Cola Zero 1.6Ltr*6 - 7290008909877
Taster's Choice Instant Coffee 200gr -7290000072753
Coca Cola Zero 1.6Ltr - 7290008909860
Tnuva Milk Bag 3% 1Ltr - 7290000042015
Last 52 Weeks Average Mill NIS
7.3
4.3
4.1
4.0
3.8
3.4
3.3
3.3
3.1
2.9
Tnuva Mehadrin Milk 3% 1Ltr -7290004131074
Tnuva Cottage Mehadrin 5% 250gr -7290004127329
Sugat Persian Classic Rice 1Kg -7290000211442
Starkist Canned Tuna in Oil 160gr*4 -7290005287206
Lilly Toilet Paper 32 units -7290000187921
Emek Cheese Weighted 28% -7290000055350
Taster's Choice Instant Coffee 200gr -7290000072753
Coca Cola 1.5Ltr*6 - 7290003119110
Coca Cola Zero 1.6Ltr*6 - 7290008909877
Coca Cola 1.5Ltr - 7290000284316
Last Week Million NIS
Top 10 SKUs FMCG The most growing categories are represented in the top 10 SKUs list. Sugat Persian Rice 1 Kg (28th place in the last 52
weeks), Starkist Canned Tuna 160gr*4 (15th place) and Lilly Toilet Paper 32 units (45th place) enter the top 5
*All the data is compared to last 52 weeks average
Categories in Focus – Penetration Rate
Penetration Rate
5.8
%
4.4
%
5.8
%
6.7
%
1.1
%
0.1
%
12
.8%
10
.5%
12
.3%
13
.0%
1.4
%
2.1
%
Rice Toilet Paper Pasta Canned Tuna Baby Milk Formula Hands & SurfacesSanitizing
Last 52 weeks Week 11
The rapid growth in those categories is fueled by an increase in penetration rate. In addition, there is a slightly more moderate increase in average basket size
The Baby Milk Formula category marks a moderate increase in penetration, albeit a higher growth of the basket size
61
7.9
42
9.6
54
.4
55
.1
78.8
92
1.7
61
7.1
72
.1
94
.1
13
8.4
FMCG Foods Beverages HomeCare
PersonalCare
Discount + Pharm
28
2.9
22
0.6
32
.1
17
.4
12
.8
393.5
29
9.2
40
.2
27
.9
26
.2
FMCG Foods Beverages HomeCare
PersonalCare
Neighborhood
22
.7
12
.4
9.3
0.7
0.3
22
.0
12.2 8.6
0.6
0.6
FMCG Foods Beverages HomeCare
PersonalCare
Convenience
* % Change
Sales Split By Channel
*All the data is compared to last 52 weeks average
The Discount and Pharm channel shows the highest growth in week 11, which comes from all the fields The coronavirus crisis (along with colder weather) leads to a negative effect on Convenience stores compared to a
weekly average. The Personal Care growth in Convenience comes from Wet Wipes and Toilet Paper
174
196
169 187
288
205
118124138 149
188
253
181
43
112123
144167
196
152
29
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Value Sales FMCG (Million NIS)11 - 08\03
10 - 01\03
Last 52 weeks Average
Daily Trend After week 10 showed higher sales than annual average, there is an additional increase in week 11. The most noteworthy growth is of Saturday sales in which week 11 is 307% higher compared to annual average
69.8%
64.0%
63.8%
62.6%
59.6%
58.9%
58.5%
58.5%
56.7%
55.2%
Hod Hasharon
Or Yehuda/ Yehud
Mevaseret
Lowe Gallilee
Tirat Ha Carmel
Netivot
Holon
Nesher
Tel Aviv Jaffa
Yavne
11.2%
12.3%
23.5%
25.8%
26.4%
27.5%
30.5%
33.9%
34.4%
34.6%
35.2%
Maalot
Ashdod/Ashkelon Area
Zefat
Modi'in Elite
Kiryat Malachi
Zefat
Bnei Brak
Bet Shemesh
Migdal Ha Emek
Beitar Elite
Ofakim
Trends by Cities
Change % last week vs annual average
*All the data is compared to last 52 weeks average
Week 11 is marked by higher than average sales across all cities. There is an indication that coronavirus fear might have lesser effect on Orthodox cities (Modi’in Elite, Zefat, Bnei Brak, Bet Shemesh and Beitar Elite). Another reason for the more moderate increases in those cities is the that they’d prefer not to stack a non-kosher for Passover food
Thanks!