Estudio sobre el consumo mundial de alimentos frescos

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Según el estudio realizado por Nielsen, compañía especializada en mediciones y análisis de mercado para determinar la actitud y conducta de los consumidores, el consumo de alimentos frescos crece a nivel mundial a pesar de la crisis económica, representando una buena parte de la cesta de la compra. Se basa en una encuesta realizada a un total de 87.000 consumidores de 54 mercados pertenecientes a 58 países del mundo, el dato más significativo es el consumo de alimentos frescos, los consumidores aseguran destinar un gasto de entre un 30% y un 60% del total de las compras alimentarias a los productos frescos. Paralelamente se han incrementado las visitas a los comercios para adquirir este tipo de alimentos, estableciéndose la media en 2’5 veces por semana, la tendencia de comprar alimentos para una semana o 15 días y almacenarlos en la nevera y el congelador parece que remite. Por otro lado hay que discriminar entre los tipos de alimentos frescos, el dato facilitado corresponde al grupo de frutas y verduras, si hablamos del consumo de pescado o marisco, la visita a la pescadería se reduce a 1’6 veces por semana, algo lógico teniendo en cuenta que son alimentos frescos mucho más caros, sobre todo si lo que se desea consumir son especies cuyo valor comercial es más elevado. Otro apunte del informe de Nielsen es el canal minorista, éste se ha visto beneficiado en la mayoría de países, la razón es que los consumidores consideran que ofrecen más calidad y resulta más cómodo comprar que tener que desplazarse a un centro de distribución. A esto podemos añadir que estos pequeños comercios (al menos en algunos casos) se abastecen de productos locales de gran calidad y se reducen gastos al reducirse el número de intermediarios que participan en las transacciones. Aunque en términos globales, los alimentos frescos representan una importante presencia en la cesta de la compra y son muy valorados, son los países asiáticos y los países latinoamericanos, o los países africanos y de Oriente Medio los que más recursos destinan a la compra. Según el estudio de Nielsen, los consumidores se decantan mayoritariamente por la compra en comercios minoristas y las razones ya las hemos argumentado, mayor calidad, una mejor selección de los alimentos que se ofrecen y los canales de los que se abastecen.
Los alimentos frescos son la base de una dieta saludable y la tendencia es mejorar la alimentación, de ahí que el volumen de compras se mantenga e incremente dependiendo del caso. Con este estudio Nielsen pretende mostrar las actuales tendencias de mercado para que se redirijan las estrategias comerciales a fin de poder impulsar las ventas.

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Estudio sobre el consumo mundial de alimentos frescos

  1. 1. Why R e ta i l e r s are Keeping it Fresh Fresh Foods Not Spoiled by Infl ationary Heat March 2013Copyright © 2013 The Nielsen Company 1
  2. 2. FRESH FOODS COMPRISe 30-60% OF TOTAL GROCERY SPENDING FRESH FOODS: • Contribute a healthy percentage of total grocery spending; • Drive strong retailer equity; • Boost high-traffic volume; • Constitute a staple for a healthy diet.2 WHY RETAILERS ARE KEEPING IT FRESH
  3. 3. Despite inflationary heat impacting many of our wallets, fresh foods continue to maintain healthy sales contributions at retail. In fact, fresh foods can comprise between 30-60 percent of total food, grocery and personal care expenses on average, depending on country and type of fresh product. Let’s face it, fresh foods are high-traffic volume boosters. They are a staple to a healthy diet and we shop for fresh foods often. Think about the stores you shop to buy fresh foods. What sets them apart from other retailers or even from other areas within the same store? Freshness, quality, pick-your-own varieties, and importantly, the human connection are important factors that keep us coming back for more. Applying some of these same characteristics to other product categories and to other parts of the store can bolster profits. New findings from the Nielsen Global Survey of Fresh Foods reveal how much fresh foods we consume, where we shop for fresh products and why we shop these preferred retail channels. By combining global survey research with Nielsen sales information collected from around the world, we unearth insights that re-define retail strategies to bolster sales in both the perimeter and center store aisles. About the Global Survey Methodology The Global Survey findings in this study are based on respondents with Internet access across 58 countries. While an online survey methodology allows for tremendous scale and global reach, it provides a perspective only on the habits of existing Internet users, not total populations, which can skew to a more affluent, educated and younger demographic. Additionally, survey responses are indicative of respondents’ beliefs and cultural differences about purchasing habits, rather than actual metered data. About the Shopper Trends Survey Methodology The Shopper Trends Survey findings are based on a global study covering 54 markets with a total sample size of 87,000 respondents. The survey is conducted online or with face-to-face in home interviews depending on country and provides a comprehensive overview of retail environment trends in the fast-moving consumer goods retail environment, banner equity tracking, and in-depth analysis of shopping patterns across markets and trade sectors.Copyright © 2013 The Nielsen Company 3
  4. 4. Fresh is flourishing, but not immune to price pressures While fresh foods constitute a key portion of our shopping baskets, they are not immune to price pressures. Price fluctuations for fresh products are driven mainly by supply and demand factors, with weather conditions, seasonality changes, and cultural habits chief issues. These challenges are endemic to the fresh retailing industry. However, understanding consumer demand drivers provides a critical link in building successful strategies to improve both loyalty and profit margins. More than half (52%) of respondents to a 2012 Nielsen Shopper Trends Survey said that rising food prices affect their purchasing of fresh foods, with meat and poultry categories impacted most (54%), but fresh foods continue to perform well in all parts of the world. In Asia-Pacific, fresh foods contribute as much as 60 percent of food, grocery, and personal care expenses across all retail channels on average. In Europe, fresh foods contribute 53 percent of expenses on average, in the U.S, 30 percent, and in Latin America, 25 percent. In a measure of retailer equity, the availability of fresh foods was ranked among the top 10 drivers among 25 criteria measured throughout Europe and Asia. In particular, the quality of fresh foods and the range of availability were most significant. Not all fresh foods are created equal, and the impact of economic pressures can vary greatly when talking about steaks versus deli lunch meat versus bananas. Understanding where consumers are quick to go for a lower priced option and where they are willing to trade up because they perceive the value to be worth it is critically important. Strategies to Win: Extend the fresh open market experience to all store formats with vibrant arrays of high-quality products coupled with an on-hand trustworthy and knowledgeable staff ready to answer questions and offer advice. When it comes to fresh, the human touch cannot be underestimated.4 WHY RETAILERS ARE KEEPING IT FRESH
  5. 5. Top 10 RETAILER Store Equity Drivers 1 Enjoyable shopper experience 2 One-stop shopping 3 Well-stocked inventory 4 Good value for the money 5 Pleasant store environment 6 Excellent customer service 7 Wide variet y of products 8 High-qualit y fresh food 9 Wide range of fruit and vegetables 10 High-qualit y premium brandsSource: Nielsen Shopper Trends Survey,2012, Europe and AsiaCopyright © 2013 The Nielsen Company 5
  6. 6. We want it fresh, fast and economical Fresh food is a high-traffic builder. Globally, we shop for fresh foods 2.5 times per week on average. Shopping trips are most frequent for fruits and vegetables (3.2 times per week) and least frequent for fish and seafood (1.6 times per week). Respondents in Asia-Pacific average the most shopping trips per week for fruits/vegetables (3.9), meat/poultry (2.6) and fish/seafood (2.1). Middle East/Africa respondents exceed the average for weekly trips for dairy (4.1) and deli (2.7) and Latin Americans shop for bread/bakery an average of 4.3 times per week. As cultural shopping habits and preferences around the world vary, so does where and why we shop at favored retail channels for fresh foods. While good value for the money and convenience are most important store choice factors among Europeans and North Americans, freshness is paramount among Asia-Pacific, Latin America and Middle East/Africa respondents. High-quality fresh products, ample selection and the ability to self-select meat, produce and bakery products are other important drivers for selecting where to shop for fresh foods. Strategies to Win: Link fresh foods with complementary products from other store departments by sparking ideas for meal planning, giving recipes for desserts and offering suggestions for entertaining. Shoppers appreciate convenience. Offer an ample selection of pre-cut, washed and packaged vegetables and salads.6 WHY RETAILERS ARE KEEPING IT FRESH
  7. 7. Top 3 Retailer Attributes When Selecting Where to Shop for Fresh Foods ASIA-Pacific europe l atin middle north america east/africa america Fresh Selection Good Value Fresh Selection Fresh Selection Good Value Good Value Fresh Selection Good Value Good Value Convenient MEAT/ Poultry Convenient Convenient Convenient Clean Store Fresh Selection Fresh Selection Good Value Fresh Selection Fresh Selection Good Value Good Value Fresh Selection Good Value Good Value Fresh Selection Fish/ Seafood Convenient Convenient High Quality Self Choose Convenient Fresh Selection Good Value Fresh Selection Fresh Selection Fresh Selection Good Value Fresh Selection Good Value Good Value Good Value Fruits/ vegetables Convenient Convenient Self Choose Convenient Convenient Convenient Good Value Wide Variety Fresh Selection Good Value Fresh Selection Convenient Good Value Convenient Convenient Dairy Good Value Wide Variety Good Deals Good Value Fresh Selection Fresh Selection Fresh Selection Fresh Selection Fresh Selection Good Value Bread/ Convenient Good Value Convenient Convenient Fresh Selection Bakery Wide Variety Convenient High Quality Good Value Convenient Fresh Selection Good Value Wide Variety Fresh Selection Good Value Convenient Wide Variety Good Value Convenient Convenient Delicatessen Clean Store Convenient Fresh Selection Good Value Fresh Selection Source: Nielsen Global Survey of Fresh Foods, Q3 2012Copyright © 2013 The Nielsen Company 7
  8. 8. Fresh is Where we shop for fresh foods in asia-pacific best in Type of Stores Preferred for Each Category Asia-Pacific Meat & Poultry 33% The Asia-Pacific retail landscape is uniquely diverse and alive with Supermarket bountiful wet and open market options where fresh foods are typically delivered direct from the source. It comes as no surprise that most 18% Asians typically shop daily for their meals as fresh foods contributes Hypermarket more than 50 percent of food, grocery and personal care spending in 23% most Asian countries and as high as 60 percent in Taiwan and Vietnam. Wet/open Market When it comes to shopping for fresh meat, fish and produce, wet and 13% open markets are the most popular destinations in the region among butcher all consumers, but supermarkets are growing in importance among 3% the modern trade shopper. Among one-third of Asia-Pacific Internet traditional grocery respondents in the Nielsen survey, which skews to a more affluent, educated and younger demographic, modern trade supermarkets are a favored channel. The convenience of supermarkets and hypermarkets make these the stores of choice for buying dairy products and the bakery Fish & Seafood is the top shop for bread and baked goods. 30% Supermarket “While modern trade fresh food shoppers are motivated by freshness and convenience, their view of these attributes are different than 23% a traditional shopper,” said Peter Gale, managing director of Retailer Wet/open Market Services, Nielsen Asia-Pacific and Middle East. “Freshness relates to 18% cleanliness and food safety and the belief that they can trust the quality Hypermarket of the product. Convenience is about one-stop shopping rather than location.” 13% Fish shop 3% mini mart/self service CONTINUED > Source: Nielsen Global Survey of Fresh Foods, Q3 2012 Based on respondents with online access only.8 WHY RETAILERS ARE KEEPING IT FRESH
  9. 9. Strategies to Win: Where we shop for fresh foods in asia-pacific “As Asian retailers evolve from wet markets to modern trade to specialty Type of Stores Preferred stores, keep it fresh and maintain the integrity of the wet market feel,” for Each Category said Gale. “Ensure high quality standards and effectively communicate the importance of food safety.” Fruits & Vegetables 31% Supermarket 19% fruit & vegetable shop 19% Wet/open Market 15% Hypermarket 4% mini mart/self service Dairy 51% Supermarket 19% Hypermarket 7% mini-mart/self service 6% Convenience stores (not petrol) 4% traditional grocery Bread & Bakery 38% Bakery 28% supermarket 11% hypermarket 6% Convenience stores (not petrol) 6% mini-mart/self service Source: Nielsen Global Survey of Fresh Foods, Q3 2012 Based on respondents with online access only.Copyright © 2013 The Nielsen Company 9
  10. 10. Fresh food represents +50% of expenses in a majorit y of Asian countries Average claimed monthly spending on food, grocery & personal care vs. fresh food in 2012 414 399 374 354 340 60% Asia-Pacific Average 245 Euro 234 52% 54% 200 203 183 158 154 185 177 143 55% 128 43% 110 94 92 38% 98 102 84 69 44% 42 53% 64% 48 54% 45% 52% Australia Taiwan New- Hong- Singapore South China Thailand Vietnam Malaysia Philippines Indonesia Zealand Kong Korea TOTAL EXPENDITURE (EURO) FRESH FOOD (EURO) ALL CHANNELS 52% AVERAGE % FRESH FOOD ON TOTAL FOOD, GROCERY & PERSONAL CARE Source: Nielsen Shopper Trends Survey, 201210 WHY RETAILERS ARE KEEPING IT FRESH
  11. 11. Food culture where we shop for fresh foods in europe is customary in Type of Stores Preferred for Each Category Europe Meat & Poultry Buttery croissants. Succulent olives. Pungent cheeses. Cured meats. 43% Europe’s diverse multi-cultural region is a food lover’s playground Supermarket and offers the best of both old and new world shopping options. 18% From countries in the north, where weather factors can often dictate butcher a more limited selection of fresh products to those in the southern Mediterranean, where a copious supply of fresh fruits, vegetables 15% and meats are nearly always on hand, average monthly spending Hypermarket contributions for fresh products range from a high of 50 percent in Italy and Spain to a low of 33 percent in Norway. 7% Discount store The supermarket channel reigns supreme in Europe among online 5% respondents with 42 percent shopping this outlet for meat, fish and traditional grocery produce. Good value, fresh products and the human connection make specialty retailers, such as the butcher for meats and poultry, the fish shop for seafood, the wet/open market for fruits and vegetables, and the bakery for breads, important destinations throughout Europe. Fish & Seafood “Fresh products are key to the success of the retailer, and razor-sharp 42% expertise on shopper expectations is the key to unlock the potential,” Supermarket said Jean-Jacques Vandenheede, director, Retailer Industry Insights, 18% Nielsen Belgium. “It is of paramount importance to map shopper fish shop expectancy clusters, eating habits and supply patterns of fresh products. Finding this balance is a task for merchant expertise. Consumers 17% purchase fresh products with their eyes and as such, the display and Hypermarket presentation is of utmost importance. After selection and presentation comes the ultimate judge: the price. Those who find harmony in this 6% maze will be rewarded with purchases and loyalty.” discount store 4% traditional grocery CONTINUED > Source: Nielsen Global Survey of Fresh Foods, Q3 2012 Based on respondents with online access only.Copyright © 2013 The Nielsen Company 11
  12. 12. Strategies to Win: where we shop for fresh foods in europe “Improve the level of servicing in fresh store departments with a staff Type of Stores Preferred cross-trained in multiple areas from the deli counter, to the bakery to the for Each Category produce department,” said Vandenheede. “Customers will appreciate the extra attention and the faster service.” Fruits & Vegetables 40% Supermarket 15% Wet/open Market 13% Hypermarket 11% fruit & vegetable shop 7% discount store Dairy 51% Supermarket 17% Hypermarket 10% discount store 7% traditional grocery 5% Convenience stores (not petrol) Bread & Bakery 34% supermarket 29% Bakery 10% hypermarket 7% traditional grocery 6% discount store Source: Nielsen Global Survey of Fresh Foods, Q3 2012 Based on respondents with online access only.12 WHY RETAILERS ARE KEEPING IT FRESH
  13. 13. fresh food represents 46% of food, grocery and personal care expenses across europe Average claimed monthly spending on food, grocery & personal care vs. fresh food in 2012 593 527 508 430 398 392 370 350 344 343 Europe Average 333 Euro 310 53% 293 287 286 273 271 269 48% 33% 48% 232 49% 51% 199 42% 46% 50% 46% 168 155 41% 46% 46% 44% 47% 40% 43% 44% 45% 63% 43% ain d K tria Po ds ce h y ry ria en ly H ia Fi k y ia Sl al um m Be d nd D nd Ro d wa ec ar an an an n Ita lan ak g ga an do ed Sp e N lga s la rla rtu rla m Cz lgi or m Au nl m ov un Fr Ire ing Po Sw en Bu he tze er N G et i Sw ite Un Th TOTAL EXPENDITURE (EURO) FRESH FOOD (EURO) ALL CHANNELS 46% AVERAGE % FRESH FOOD ON TOTAL FOOD, GROCERY & PERSONAL CARE Source: Nielsen Shopper Trends Survey, 2012Copyright © 2013 The Nielsen Company 13
  14. 14. Convenience is The grocery channel is the leader for fresh king in the U.S. foods in the u.s. POINT 2016 Forecast: With large cars, huge refrigerators and big box retail formats CHANGE RETAIL FRESH DOLLAR dominating the U.S. landscape, Americans shop for fresh foods FROM 2012 MARKET SHARE less frequently compared with shoppers in other regions—1.4 times per week on average, compared to 2.5 times globally. But make no mistake, fresh foods are increasingly valuable to shoppers and to retailers, accounting for nearly 30 percent of total store sales, with 64% meat taking the largest share of the fresh space with 39 percent of dollar sales, according to the Nielsen Perishables Group. 2pt GROCERY While the grocery channel is the leader in fresh foods, accounting for two-thirds of the retail market, fresh is increasingly growing in 15% non-grocery channels as a greater availability and assortment of fresh products across retail channels respond to consumer demands. Savvy retailers understand that consumers want the option to choose fresh foods anywhere, and they are fighting for the fresh share of wallet. By 2016, the retail fresh dollar market share is expected to grow to 15 percent in the hypermarket channel and to 12 percent in 1pt the warehouse club channel, according to Nielsen. MASS/SuperCenter 12% “Fresh as a commodity market is changing and can no longer just rely on strategies that are determined by supply and commodity prices,” said Bruce Axtman, president, Nielsen Perishables Group. “Suppliers and retailers are slowly but surely transitioning to the consumer-packaged goods style of category management based on the knowledge of both consumer and performance data to better 2pt understand how various consumer groups purchase fresh foods WAREHOUSE CLUB differently, at which stores, and at what price points.” Strategies to Win: 9% “Fresh is becoming more complex with greater variety in products and package sizes, more private label/brand options and increased 1pt value-added products, such as diced vegetables or pre-marinated Remaining Market meats,” said Axtman. “Understand your shoppers’ generational and health needs to tailor offerings and implement programs that best meet their changing demands.” Source: Nielsen, 52 weeks ending Q3 2012; Fresh = Meat, Seafood, Bakery, Deli and Produce Dept.14 WHY RETAILERS ARE KEEPING IT FRESH
  15. 15. Fresh shoppers are increasingly valuable to U.S. stores 29% 7% BAKERY FRESH 16% FOODS’ CONTRIBUTION TO TOTAL DELI STORE SALES 39% MEAT 32% PRODUCE 1.5 to 2.1 5% TIMES LARGER BASKETS WITH FRESH SEAFOOD Source: Nielsen Perishables Group FreshFacts®;2012Copyright © 2013 The Nielsen Company 15
  16. 16. Tantalizing where we shop for fresh foods in latin america fruits and Type of Stores Preferred for Each Category vegetables are Meat & Poultry a staple in 40% Supermarket L atin America 30% butcher 14% Warm climates and a sustainable agriculture make Latin America Hypermarket a region ripe for tantalizing fruits, such as pineapples, guavas, 6% strawberries, papayas, avocados, blueberries and plantains. Latin Wet/open Market American respondents shop for fresh foods an average of three times per week, with trips for bread and bakery products most frequent at 3% four times per week on average. While fresh foods contribute roughly mini-mart/self service 25 percent of modern trade grocery store sales in the region on average, from a high of 40 percent in Mexico to a low of 13 percent in Colombia, open air markets and agricultural centers of distribution are Fish & Seafood also important destinations for shoppers in Latin America. 36% Supermarket While seasonality factors impact fresh purchasing behavior, buying patterns stay relatively consistent in the region due to the variety and 28% availability of fresh categories throughout the year. When prices rise Fish shop for out-of-season fruits and vegetables such as potatoes, tomatoes, 15% or onions, consumers switch to other products like beans, which are Hypermarket inexpensive and used in cooking. 9% Wet/open Market Traditional, small self-service “mom and pop” stores are most common throughout the region, but supermarkets are popular destinations for 2% fresh foods with about one-third of respondents making trips there to mini mart/self service buy fish and produce, four-in-10 for meat and poultry, and more than half (54%) for dairy products. Specialty retailers such as butchers, CONTINUED > bakeries and open market fruit and vegetable shops are the channels of choice among roughly one-third of respondents. “As retail competition intensifies between grocery chains and traditional trade retailers, the key differentiating factor for Latin American shoppers will be a focus on the quality and freshness of fruit, vegetables, and meat,” said Rick Parra, director, Retail Service, Nielsen Latin America. Source: Nielsen Global Survey of Fresh Foods, Q3 2012 Based on respondents with online access only.16 WHY RETAILERS ARE KEEPING IT FRESH
  17. 17. Strategies to Win where we shop for fresh foods in latin america “Shoppers associate a clean store with high-quality products that are Type of Stores Preferred fresh and appealing,” said Parra. “Ensure good lighting, keep aisles for Each Category clean, dry and clear of empty cartons, and remove rotting products immediately from the shelves.” Fruits & Vegetables 35% Supermarket 23% fruit & vegetable shop 16% Wet/open Market 11% Hypermarket 5% traditional grocery Dairy 54% Supermarket 18% Hypermarket 8% traditional grocery 6% mini-mart/self service 4% Bakery Bread & Bakery 54% Bakery 23% supermarket 8% hypermarket 6% traditional grocery 4% mini-mart/self service Source: Nielsen Global Survey of Fresh Foods, Q3 2012 Based on respondents with online access only.Copyright © 2013 The Nielsen Company 17
  18. 18. About the Nielsen Global Survey The Nielsen Global Survey of Fresh Foods was conducted between August 10 and September 7, 2012 and polled more than 29,000 online consumers in 58 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based on their Internet users and is weighted to be representative of Internet consumers and has a maximum margin of error of ±0.6%. This Nielsen survey is based on the behavior of respondents with online access only. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60 percent Internet penetration or 10M online population for survey inclusion. The Nielsen Global Survey, which includes the Global Consumer Confidence Index, was established in 2005. About the Nielsen Shopper Trends Survey The Nielsen Shopper Trends Survey is a global study covering 54 markets with a total sample size of 87,000 respondents. The survey is conducted online or with face-to-face in home interviews depending on country and provides a comprehensive overview of fast-moving consumer goods retail environment trends, banner equity tracking and in-depth analysis of shopping patterns across markets and trade sectors, which includes modern and traditional trade and personal care stores. About Nielsen Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com. Copyright © 2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 13/613018 WHY RETAILERS ARE KEEPING IT FRESH

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