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The impact of crisis on purchasing intentions

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Depuis quelques mois, nous entendons parler de reprise économique… Du point de vue du consommateur, la crise est-elle aussi terminée? Comment nos concitoyens arbitrent-ils aujourd’hui leurs budgets? …

Depuis quelques mois, nous entendons parler de reprise économique… Du point de vue du consommateur, la crise est-elle aussi terminée? Comment nos concitoyens arbitrent-ils aujourd’hui leurs budgets? Quelles sont leurs intentions de dépenses dans les achats courants et les loisirs en 2010? Les marques gardent-elles toujours une place de choix dans le cœur des consommateurs? Pour les fabricants de produits de grande consommation, quels clients présentent les meilleures perspectives de développement à court terme?

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  • 1. How does the post-recession consumer reviewhispurchasing intentions?
    1st July 2010
  • 2. Contents
    Is the crisisbehind us ?
    Nothingwilleverbe as before !
    Purchasing intentions in 2010
    Do A-brands stillresist ?
    All men are equal… What about consumers ?
    Whatdoestoday’sshopperexpect ?
    Conclusions
  • 3. Is the crisis
    behind us ?
  • 4. More positivefeelings ?
    National universe ; 18-54 years ; May 2009 & March 2010
  • 5. Less money worries ?
    Obligation to give up the extras
    Wespend a lot of money to enjoyourselves
    Without opinion
    Ends of months are hard
    We are doingverywell
    Without opinion
    No possible savings
    We put quite a lot of money aside
    Without opinion
    National universe; 18-54 years ; May 2009 & March 2010
  • 6. Nothingwilleverbe as before !
  • 7. Experts and observersagree…
  • 8. We’ll live in a new business landscape !
  • 9. It’s now trendy to befrugal & thrifty !
    Currentpurchases
    Attitudes 2010 – Top 3
    Leisureactivities & equipment
    Attitudes 2010 – Top 3
    National universe ; 18-54 years ; May 2009 & March 2010
  • 10. Purchasing intentions
  • 11. FastMovingConsumersGoods
  • 12. FMCG : expenses are notirreducible !
    FOOD
    DRINKS
    decreasingexpenditures
    stable expenditures
    increasingexpenditures
    don’t know
    National universe ; 18-54 years ; May 2009 & March 2010 ; buying intentions
  • 13. FMCG : expenses are notirreducible !
    HOUSECARE
    HYGIENE & BEAUTY
    decreasingexpenditures
    stable expenditures
    increasingexpenditures
    don’t know
    National universe ; 18-54 years ; May 2009 & March 2010 ; buying intentions
  • 14. Leisure
  • 15. Let’s go, butwithless money !
    The mostoptimistic intentions !
    Trips & Holidays
    81%
    78%
    86%
    79%
    +10%
    -8%
    -4%
    Restaurant
    87%
    82%
    92%
    82%
    -6%
    +12%
    -10%
    Total customers
    New customers
    Don’t know
    Decreasing budget
    Equal budget
    Increasing budget
    National universe ; 18-54 years ; May 2009 & March 2010
  • 16. More necessarythanitappears !
    Reality goes far beyond the intentions ! 
    Time out
    70%
    61%
    79%
    66%
    -13%
    +29%
    -16%
    National universe ; 18-54 years ; May 2009 & March 2010
  • 17. Crisis, always crisis! And whatabout me?
    Largestincreasebetween 2009 & 2008 !
    Sport
    62%
    56%
    74%
    64%
    -9%
    +31%
    -14%
    Relaxation & well-being
    54%
    46%
    67%
    54%
    -16%
    +45%
    -19%
    Total customers
    New customers
    Don’t know
    Decreasing budget
    Equal budget
    Increasing budget
    National universe ; 18-54 years ; May 2009 & March 2010
  • 18. Personalequipment
  • 19. No more place in mywardrobe, anyway !
    A large part of decreasing budgets !
    Clothes
    99%
    98%
    99%
    97%
    -1%
    +1%
    -2%
    National universe ; 18-54 years ; May 2009 & March 2010
  • 20. Temptation is strong…
    Reality goes far beyond the intentions ! 
    PC, games, …
    82%
    73%
    87%
    76%
    +20%
    -13%
    -11%
    Audio & hi-fi
    74%
    66%
    84%
    70%
    -12%
    +27%
    -17%
    Total customers
    New customers
    Don’t know
    Decreasing budget
    Equal budget
    Increasing budget
    National universe ; 18-54 years ; May 2009 & March 2010
  • 21. Householdequipment
  • 22. Home sweet home…
    The mostoptimistic intentions !
    Home
    86%
    83%
    89%
    82%
    +7%
    -8%
    -3%
    Garden
    76%
    71%
    79%
    71%
    -6%
    +12%
    -10%
    Total customers
    New customers
    Don’t know
    Decreasing budget
    Equal budget
    Increasing budget
    National universe ; 18-54 years ; May 2009 & March 2010
  • 23. The dog is man’s best friend !
    The greateststability !
    Pets
    60%
    55%
    62%
    59%
    -8%
    +11%
    -4%
    National universe ; 18-54 years ; May 2009 & March 2010
  • 24. Notexpected breakdowns ?
    Reality goes far beyond the intentions ! 
    Small appliances
    74%
    67%
    85%
    73%
    +27%
    -14%
    -10%
    Bigappliances
    59%
    55%
    76%
    63%
    +38%
    -6%
    -16%
    Total customers
    New customers
    Don’t know
    Decreasing budget
    Equal budget
    Increasing budget
    National universe ; 18-54 years ; May 2009 & March 2010
  • 25. Do A-brands
    stillresist ?
  • 26. Globally, the highestpreference rate !
    Amongst 40 registered FMCG categories
    % A-brands
    « Dove, Dreft, Danone,etc »
    % Private labels
    « Delhaize, 365 (Delhaize), Cora, Carrefour, Everyday (Colruyt) »
    % White products
    « Numéro 1 (Carrefour) or brands by Aldi, Lidl, Leader Price… that are not A-brands»
    National universe ; PRP 18-54 years ; base =  total users ; average 40 FMCG categories ; May 2009 & March 2010 
  • 27. Sectors : the biggestchallenges ?
    2008
    2009
    Preference rate of A-brands 
    2010
    Evolution 2010 vs 2008
    63% 61% 60%
    54% 54% 50%
    83% 80% 79%
    67% 64% 63%
    62% 62% 59%
    59% 57% 56%
    59% 56% 58%
    National universe ; PRP 18-54 years ; base =  total users ; May 2009 & March 2010 ; evolution in points 2010 vs 2008
  • 28. How do the FMCG categoriesbehave ?
    1st quintile
    -7.8%
    2nd quintile
    -4.2%
    3rd quintile
    -1.9%
    4th quintile
    +1.2%
    5th quintile
    +4.8%
    Milk
    Deep-frozenfood & readymeals
    Cheese
    Coffee
    Stillmineral water
    Oil & butter
    Washingproducts
    Toilet tissue & kitchen roll
    Cannedfood
    Toothpaste & buccal hygiene
    Specialbeers
    Cereals
    Shampoo
    Fruit juice
    Soda
    Hairproducts
    Pilsbeer
    Tissues
    Jam
    Cola drinks
    Stainremover
    Soap & gel
    Chips
    Face care products
    Yoghourt
    Householdproducts
    Sugarcandy
    Dressings
    Energy drinks
    Probiotic drinks
    Candy bars
    Vitamins & mineralsaltproducts
    Washing up products
    WC products
    Deodorant
    Biscuits
    Ice-cream
    Ready desserts
    Chocolate
    Body care products
    49.2%
    63.4%
    63.9%
    61.6%
    55.7%
    Preference rate of A-brands
    National universe ; PRP 18-54 years ; base =  total users ; May 2009 & March 2010 ; evolution in points 2010 vs 2009
  • 29. All men are equal…
    What about consumers ?
  • 30. What is the profile map made of ?
    We are doingverywell
    Wespend a lot … to enjoyourselves
    We put quite a lot of money aside
    Similar budget
    Currentpurchases: food, drinks, housecare, hygiene & beauty
    Leisure : trips & holidays, restaurant, time out, sport,
    relaxation &
    well-being
    Personalequip: clothes, PC & games, Telecom, Audio & hi-fi
    Householdequip: bigappliances, smallappliances, home, garden, pets
    I thinkseveral times beforespending…
    2. I try to put money aside for harder times
    3. I fear for the future
    Currentpurchases : I’mcarefulwithmyexpenses
    Leisure : I save on the extras
    Average for 40 FMCG categories
    March 2010
  • 31. Transposition intoaffinity index
    100
    Buying intentions = similarexpenses
    National universe ; 18-54 years (A-brands = PRP 18-54 years) ; March 2010  
  • 32. Households : someobvious observations…
    100
    Buying intentions = similarexpenses
    National universe ; 18-54 years (A-brands = PRP 18-54 years) ; March 2010  
  • 33. Households : someobvious observations…
    100
    Buying intentions = similarexpenses
    National universe ; 18-54 years (A-brands = PRP 18-54 years) ; March 2010  
  • 34. Households : someobvious observations…
    100
    Buying intentions = similarexpenses
    National universe ; 18-54 years (A-brands = PRP 18-54 years) ; March 2010  
  • 35. Households : someobvious observations…
    100
    Buying intentions = similarexpenses
    National universe ; 18-54 years (A-brands = PRP 18-54 years) ; March 2010  
  • 36. Households : someobvious observations…
    100
    Buying intentions = similarexpenses
    National universe ; 18-54 years (A-brands = PRP 18-54 years) ; March 2010  
  • 37. Households : someobvious observations…
    100
    Buying intentions = similarexpenses
    National universe ; 18-54 years (A-brands = PRP 18-54 years) ; March 2010  
  • 38. Households : do not explaineverything…
    100
    Buying intentions = similarexpenses
    National universe ; 18-54 years (A-brands = PRP 18-54 years) ; March 2010  
  • 39. Social groups : completelydifferentconsumers !
    100
    Buying intentions = similarexpenses
    National universe ; 18-54 years (A-brands = PRP 18-54 years) ; March 2010  
  • 40. SG 1-4 : more ‘good’ spendings in FMCG
    SG 1-4
    SG 5-8
    % similarexpenditures
    Food
    Housecare
    Drinks
    Hygiene
    Food
    Drinks
    Housecare
    Hygiene
    % preference rate of A-brands
    National universe ; 18-54 years (A-brands = PRP 18-54 years) ; March 2010  
  • 41. Socialgroups : focus onfood
    Total 18-54 years
    Social groups 1-4
    Social groups 5-8
    % decreasingexpenditures
    % stable expenditures
    % increasingexpenditures
    % don’t know
    National universe; 18-54 years ; May 2009 & March 2010
  • 42. SG 1-4 : more ‘entrusting’ in the intentions
    + 8%
    GS 1-4
    Example : time out
    76%
    68%
    84%
    73%
    + 1%
    GS 5-8
    60%
    52%
    69%
    53%
    Total customers
    New customers
    Don’t know
    Decreasing budget
    Equal budget
    Increasing budget
    National universe ; 18-54 years ; May 2009 & March 2010
  • 43. SG 1-4 : smaller decreasing budgets
    GS 1-4
    Example : clothes
    99%
    98%
    99%
    98%
    GS 5-8
    97%
    96%
    97%
    95%
    35%
    46%
    Total customers
    New customers
    Don’t know
    Decreasing budget
    Equal budget
    Increasing budget
    National universe ; 18-54 years ; May 2009 & March 2010
  • 44. Whatdoestoday’sshopperexpect ?
  • 45. Somestrategiesanalysed in Fact…
    To preserve the purchasing power
    To show oneselfskilled and/or responsible
    To provide satisfaction and pleasure
  • 46. 1. PRICEsensitivity
    I do not pay attention to in-store promotions
    I always look for products in promotion
    UP in 2010
    (53% in 2009)
    I have neither the time nor the desire to collect coupons & participate…
    I collect coupons & participate to contest actions
    (48% in 2009)
    I look as much as possible for cheaperproducts
    I’mverycriticaltowards cheap productsbecause…
    (38% in 2009)
    without opinion
    National universe ; PRP 18-54 years ; May 2009 & March 2010
  • 47. A-brands, PRICEsensitivity and loyalty
    promo purchase & cheapest shop
    Price hunters
    No promo purchase, no cheapest shop
    Price unsensitive
    National universe ; base = total PRP 18-54 years ; average 40 FMCG categories ; March 2010
  • 48. A-brands, PRICEsensitivity and loyalty
    8%
    Price hunters
    (19% loyal)
    10%
    Price unsensitive
    (24% loyal)
    National universe ; base = total PRP 18-54 years ; average 40 FMCG categories ; March 2010
  • 49. A-brands, PRICEsensitivity and loyalty
    Brand lovers
    67%
    « price sensitive »
    Loyal
    brand lovers
    76%
    « price sensitive »
    National universe ; base = total PRP 18-54 years ; average 40 FMCG categories ; March 2010
  • 50. PRICEsensitivity at the point of sale !
    Main cause for unplannedpurchases :
    « I’mattracted by an in-store promotion »
    Total = 72%
    National universe ; PRP 18-54 years ; May 2009
  • 51. 2. PRODUCTattractivity
    I’mvery attentive to the composition of products
    I buyproductswithoutlookingattheir composition in detail
    I am ready to pay more for products recommended for health
    The consumption of products « good for health » isonly a sellling argument
    I am attracted by “amazing” products (ingredients, new form of packaging, etc)
    I especiallypay attention to the practical aspects of the products
    without opinion
    National universe ; PRP 18-54 years ; May 2009 & March 2010
  • 52. PRODUCTattractivity at the point of sale !
    Frequentreason
    for unplannedpurchases :
    « I’mattracted by a new variety, a new taste, a new packaging, etc. »
    Total = 36%
    National universe ; PRP 18-54 years ; May 2009
  • 53. 3. BRANDpromises
    I’mready to pay more for durable products
    Durable developmentisonly a fashionphenomenon
    DOWN in 2010
    (40% in 2009)
    I prefer to buy A-brands becausethey have more know-how & experience in the manufacture of products
    I’mequally confident about the privatelabels’expertise in the manufacture of products
    I’mready to pay more for productsfromsociallyresponsible …
    I’m not sensitive to the manufacturers’ reputation in terms of social responsibility
    DOWN in 2010
    (33% in 2009)
    I prefer to buy A-brands becausetheyinvest in product innovation
    I’m not particularlyinterested in everything new
    National universe ; PRP 18-54 years ; May 2009 & March 2010
  • 54. Brands’ strategiesoverview
    Price sensitivity (general)
    A-brands & pricesensitivity
    Product attractivity
    Brand’s promises
    100
    National universe ; 18-54 years (A-brands = PRP 18-54 years) ; March 2010  
  • 55. SG 1-4 : more inclined to consume !
    Price sensitivity (general)
    100
    SG 1-4
    SG 5-8
    National universe ; 18-54 years (A-brands = PRP 18-54 years) ; March 2010  
  • 56. SG 1-4 : more inclined to consume !
    Price sensitivity (general)
    A-brands & pricesensitivity
    100
    SG 1-4
    SG 5-8
    National universe ; 18-54 years (A-brands = PRP 18-54 years) ; March 2010  
  • 57. SG 1-4 : more inclined to consume !
    Price sensitivity (general)
    A-brands & pricesensitivity
    Product attractivity
    100
    SG 1-4
    SG 5-8
    National universe ; 18-54 years (A-brands = PRP 18-54 years) ; March 2010  
  • 58. SG 1-4 : more inclined to consume !
    Price sensitivity (general)
    A-brands & pricesensitivity
    Product attractivity
    Brand’s promises
    100
    SG 1-4
    SG 5-8
    National universe ; 18-54 years (A-brands = PRP 18-54 years) ; March 2010  
  • 59. Quality is more essentialthan ever !
    Currentpurchases
    Equipment
    National universe ; 18-54 years ; March 2010  
  • 60. Word of mouthorpersonalexperience ?
    I don’tbother people withmy good or badexperiences of products
    I recommend the productsthat I findvery good & disadvisethose…
    I oftenlisten to the advice of mypeers for the choice of a brand
    According to mypersonalexperience, I’mused to decide by myself about the brand I’mgoing to buy
    without opinion
    National universe ; PRP 18-54 years ; March 2010
  • 61. Conclusions
  • 62. Crisisled to a change
    New standards
    Belgianshoppers & A-brands
    The love story continues…
    But loyaltyis more fragile…
    Let us beoptimistic !
    Gap between intentions & final expenditures
    Consumerswithfinancialmeans & convictions
    The gap does not have to grow !
    Let us talk to the right target
    … with the right words
    Conclusions

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