Kantar Worldpanel - quantifying shopper missions

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At Kantar Worldpanel we have thousands of shoppers making trips to buy groceries on a daily basis. That puts us in a great position to truly understand and quantify the types of trips shoppers make and the channels they choose to make them in. These slides show that 'not all trips' are equal' and uses missions to help lift the fog on some of the channel movement we are currently seeing in the grocery marketplace

For more information please visit: http://www.kantarworldpanel.com/en/Expertise

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Kantar Worldpanel - quantifying shopper missions

  1. 1. © Kantar Worldpanel BECAUSE NOT ALL TRIPS ARE EQUAL SHOPPING MISSIONS
  2. 2. 2 © Kantar Worldpanel SOME BASIC GROCERY SHOPPING FACTS = x AN AVERAGE HOUSEHOLD CONTRIBUTES THIS TOWARDS THE MARKET … Source: Kantar Worldpanel, Total Grocery, Data to 52w/e 7th July 2013
  3. 3. © Kantar Worldpanel3 Source: Kantar Worldpanel, Total Grocery, Data to 52w/e 7th July 2013 AS SHOPPERS WE MAKE 4 DIFFERENT TYPES OF SHOPPING TRIP BEHIND THE AVERAGES 1) NOT ALL SHOPPING TRIPS ARE EQUAL…
  4. 4. © Kantar Worldpanel4 NEARLY HALF OF ALL GROWTH THIS YEAR COMING FROM ONLINE AND DISCOUNTERS BEHIND THE AVERAGES 2) TWO CHANNELS ARE SEEING SOME ALARMING GROWTH Source: Kantar Worldpanel, Total Grocery, Data to 52w/e 7th July 2013
  5. 5. 5 © Kantar Worldpanel ConvenienceDiscountersOnlineSupermarketsTotal Market For Tonight Main Shop Replenishment Specific Journey Value share of channel 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% BEHIND THE AVERAGES 3) EACH CHANNEL HAS A DIFFERENT MISSION PROFILE Source: Kantar Worldpanel, Total Grocery, Data to 52w/e 7th July 2013
  6. 6. 6 © Kantar Worldpanel SHOPPER MISSIONS HELPS TO UNDERSTAND WHAT’S REALLY GOING ON THERE’S SOME INTERESTING FLOW BETWEEN THE CHANNELS (major switching movements) Switching losses Switching gains The heartland of on-line is still main shopping. But Replenishment trips are growing on-line – as shoppers gradually see it as an acceptable channel for this type of trip. Future? - As retailers continue to try and lock shoppers in with ‘delivery subscriptions’, we should continue to see good growth from replenishment trips in this channel SINGLE BIGGEST MOVEMENT – shoppers shifting their main shopping trips from supermarkets to online. Big movement with masses of potential as only 1/5 shoppers shopped on-line last year (and they still spent 75% of their money in physical stores) Future? - If this continues it’s really interesting to think about shift in relevance of the ‘traditional mission in the traditional channel’ Replenishment trips in Discounters seeing relatively strong growth – gained directly from supermarkets Future? - The only losses seen here are within the channel – shoppers up-trading to main shop. Signs are that the Discounters could be growing for a good while yet SECOND BIGGEST MOVEMENT – it’s been well documented that this channel has been performing well. But it’s significant that the bulk of the growth is from younger shoppers seeing it as a suitable channel to shift their main shopping into. Future? – Along with up-trading shoppers up within the channel then this could be big - with the growth set to continue Whilst supermarkets are losing ‘Main Shop’ spend to other channels, within retained trips there is evidence of up- trading shoppers from Replenishment to Main Shops. This in part might be due to voucher schemes encouraging shoppers to reach a certain amount Future?- Supermarkets are likely to stick to these strategies, whilst also looking to something else to stem the flow to Discounters What we all think of when imagining grocery shopping. But … …FACT: ‘Main shopping in supermarkets’ is only 1 in 12 of the trips we make Future?- Supermarkets will increasingly need to satisfy shoppers in smaller more specific trips as ‘main shop’ reduces share of supermarkets’ revenues Source: Kantar Worldpanel, Total Grocery, Data to 52w/e 7th July 2013
  7. 7. 7 © Kantar Worldpanel THIS IS HOW SHOPPERS ARE SHOPPING… BENCHMARKING PERFORMANCE Source: Kantar Worldpanel, Total Grocery, Data to 52w/e 7th July 2013 …IS YOUR CATEGORY MISSING AN OPPORTUNITY? Year on year value performance of groceries, by mission and channel
  8. 8. © Kantar Worldpanel Kantar Worldpanel Shopper Missions Benefits Create a category strategy based on how shoppers shop Quantify missions where opportunities exist from a retailer, category and or manufacturer perspective Ability to overlay missions with Segmentations and Market Structure groups – develop targeted strategies against them Describe performance and talk to customers in a common language Truly understanding brand/product/channel performance …
  9. 9. © Kantar Worldpanel© Kantar Worldpanel Because not all trips are equal SHOPPING MISSIONS http://www.kantarworldpanel.com/en/Expertise For further information please visit:
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