Quantifying premium positioning global trends and insights – consumer and retail - michael walton

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  • 1. Premium Product FundamentalsGlobal Consumers & OpportunitiesMichael Walton,Executive Director, Nielsen PacificAugust 2012 1 Title of Presentation Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 2. Today 1 Introducing the consumer story …. 2 4 key stories that frame our opportunity 3 Retailer Adaptations 4 Observations and implications 2 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 3. 4 Key Stories 3 Title of Presentation Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 4. By 2020, the global middleclass will be a staggering 52% of the world’s population 4 Source: Brookings Institution Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 5. Women control almost $12trillion of the $18 trillion inglobal consumer spending 5 Source: Deloitte Touche Tohmatsu Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 6. The world adds the equivalent of seven New York Cities to the planet every year 6 Source: Intuit Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 7. Mobile phones will overtake PCs as the most common Web access devices by 2015 7 Source: Gartner Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 8. Retail Adaptations 8 Title of Presentation Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 9. Accessible Connected 9 Available Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 10. Customized Mobile 10 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 11. Observations & Implications 11 Title of Presentation Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 12. How do consumers feel about spending? Not great. But it does not impact all spending behaviour … Source Nielsen Global Confidence 2Q 21012 12 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 13. Can premium play with low confidence levels? #1 Yes. Nielsen analysis of Australian shoppers show : • Those that buy macadamias are far more likely to have higher socio-economic households • Those that buy macadamias interact with mixed nuts, cashews and almonds Nielsen analysis of US shoppers show : • $100k+ households only group to be growing grocery spend. This is our target demographic Source Nielsen : US Retail Sales 2012 13 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 14. Can premium play with low confidence levels? #2 Yes, Consumers understand value is more than price … Unit Unit Price Premium to Change Change Mainstream Eggs 0% Speciality + 12% 44% Coffee -4% Premium + 5% 18% Pod Coffee +115% 99% Chocolate 6% Premium + 10% 83% Source Nielsen : US Retail Sales 2012 14 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 15. Where does Private Label thrive ? Where Does Private Label Succeed 1. Brands or categories with low differentiation 2. Categories or brands with typically low consumer engagement 3. Where retailers are fairly consolidated 4. When consumers feel it offers adequate quality for a price 5. When consumers feel that buying it has low or nil social stigma 15 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 16. Connecting with consumers Humour, A Story and an Emotive Link are Proven. 16 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 17. To Wrap Some of your Nut Rush metrics … •Middle class growth superb •Female spending power growth superb •Developed countries need to be all about affordable indulgence and reward, but consumers you tend to over index with are already boosting spending •Developing countries offers very large prizes, particularly through new urban cities – through flexible packaging and retailing channels. Online will be a superb and inexpensive pathway here •Macadamia’s are comparatively “new” and that is highly attractive for companies planning new products. 17 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 18. michael.walton@nielsen.com 18 Title of Presentation Copyright © 2012 The Nielsen Company. Confidential and proprietary.