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Fmcg research Fmcg research Presentation Transcript

  • FMCG Category Presentation – The Shopping Journey February 2013
  • Agenda • The shopping journey • The pre-purchase state – top of mind supermarket awareness; deciding where to grocery shop • Grocery shopping behaviour & habits • Recipe and cooking inspiration • Reaching Fairfax grocery buyers • A week in the life of a typical Fairfax Metro GB mum
  • Agenda • The shopping journey • The pre-purchase state – top of mind supermarket awareness; deciding where to grocery shop • Grocery shopping behaviour & habits • Recipe and cooking inspiration • Reaching Fairfax grocery buyers • A week in the life of a typical Fairfax Metro GB mum
  • The Shopping Journey
  • Agenda • The shopping journey • The pre-purchase state – top of mind supermarket awareness; deciding where to grocery shop • Grocery shopping behaviour & habits • Recipe and cooking inspiration • Reaching Fairfax grocery buyers • A week in the life of a typical Fairfax Metro GB mum
  • Although Woolworths and Coles dominate, an increase in independent and discount shopping behaviour • Although supermarket preference is evenly skewed between Woolworths and Coles amongst the total Fairfax Media population, females and mum’s have a slight preference for shopping at Woolworths • Our mum’s are also more inclined to shop at community supermarkets such as IGA • As age increases, so does the preference for community and discount shopping with our 45+ audience almost 3 times as likely to shop at IGA and Aldi than the total Fairfax Media population (ix. 293) Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438) Q. What is your main supermarket brand?
  • A clear differentiation of supermarket brands Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438) Q. We would like you to read a list of statements that describe how you might think and feel about your main supermarket brand.
  • Quality, convenience, price and range of products are key factors in supermarket choice … Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438) Q. How important are each of the following factors when you personally chose where to shop for groceries?
  • … However advertising is a key influencer in helping our audience decide where to shop 43% Advertising 25% Recommended by family/friends Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438) Q. Please select your top three key influences when deciding on which supermarket to purchase from 18% In-store staff
  • Specialty Alcohol outlets are the preferred outlet for purchasing alcohol 70% 24% Supermarkets Of Fairfax Media visitors have enjoyed an alcoholic beverage in the last 4 weeks~ 54% 10% Specialty Stores (e.g. Dan Murphy, BWS) • Fairfax GB’s enjoy drinking wine with their meal (34%)~ • And they’re drinking more wine than they used to (29%)~ Specialised Wine Cellars 3% Online Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438) Q. Please select your top three key influences when deciding on which supermarketto purchase from ~Roy Morgan Research, Sept 2012. Filter: primary GB. Based on SMH/AGE/CT M- Su readership, smh/age/bt/wa site visited last 7 days, smh/age/bt/wa site visited by mobile or app last 4 weeks.
  • The Fairfax Metro GB smartphone audience actively engage their mobile device in product research Of Fairfax Media’s GB smartphone audience … Researched product via smartphone 55% Grocery Items / Recipes 48% 62% Researched product while in store Don’t engage with any News Ltd news m-site or mobile app Sources; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438); Fairfax Metro Media Mobile Study, August 2012. Based on people who have a smartphone and have accessed the internet on their smartphone more than once in the last month (n= 1,535). Excludes regional. Excludes app or in app purchases. Q. Could you please specify what products you have researched on your mobile phone? Please select as many as apply.
  • Agenda • The shopping journey • The pre-purchase state – top of mind supermarket awareness; deciding where to grocery shop • Grocery shopping behaviour & habits • Recipe and cooking inspiration • Reaching Fairfax grocery buyers • A week in the life of a typical Fairfax Metro GB mum
  • Reach an audience of big and frequent grocery spenders 36% 50% more likely to have purchased groceries online in the last 4 weeks spend more than $150 on groceries each week $183 51% is the average weekly grocery spend of a Fairfax Media visitor visit the supermarket several times a week (2+ times) Source: Roy Morgan Research, Sept 2012. Filter: Primary GB. Based on SMH/AGE/CT M- Su readership, smh/age/bt/wa site visited last 7 days, smh/age/bt/wa site visited by mobile /app last 4 weeks.
  • Some of our audiences’ favourite grocery brands Total Females Cadbury 41% Lindt Nestle Chocolate 5% Other 47% 25% 6% 24% 8% 16% 14% Kellogg's 28% 25% Sanitarium 33% 24% Uncle Toby's Carmen's Other 15% 7% 24% Moccona Vittoria Other Don't purchase … 13% 15% 16% Nescafe Lavazza 31% 25% 13% Don't purchase cereal Coffee 42% 23% Don't purchase … Cereal Mothers 25% 26% 19% 10% 18% 15% 6% 19% 11% 22% Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438) Q. From the list below, which of the following product do you usually purchase, with the first selected in each sub-category being your main brand? 16%
  • Some of our audiences’ favourite grocery brands Total Twinings Lipton Dilmah Tetley Tea Bushells Other Don't purchase tea Bega Mainland Supermarket brand Kraft Coon Cracker Barrel Mersey Valley Cheese Devondale Other Don't purchase cheese Females 29% 24% 16% 6% 6% 8% 11% 20% 13% 11% 9% 8% 8% 7% 5% 15% 5% Birds Eye 16% Healthy Choice 7% Ingham Frozen meals 5% Other Mothers 29% 29% 21% 22% 16% 16% 20% 18% 14% Supermarket Brand 11% 15% 16% 13% 17% 8% 9% 6% 7% 8% Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438) Don't purchase frozen meals 63% Q. From the list below, which of the following product do you usually purchase, with the first selected in each sub-category being your main brand? 15
  • Trial of new brands driven by referral and price • In-store promotions are more likely to influence our mum’s • Our females and mum’s are equally likely to be more price sensitive and look for a ‘cheaper price’ or ‘better deal’ Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438) Q. How likely are you to trial a new product based on the following attributes?
  • One in five Fairfax Media mum’s shop online for groceries 12% 14% 20% Total Fairfax Media Population Our Females Our Mum’s Shop online once a month or more Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438) Q. How often do you purchase grocery items over the internet? Q88 : What are the main barriers to purchasing groceries online?
  • Growth of the organic food industry Supermarkets driving organic food growth Second largest global growth industry • • Organic farming revenue is expected to increase YoY by 13% in CY13 (in Australia) Expected to generate over $617 million in revenue Reaching Fairfax organic food GB’s • • Supermarkets expected to account for over 60% of all organic sales Data Source: IBISWorld Industry Report X0013: Organic Farming in Australia Oct12 18% more likely to buy organic food whenever they can compared to the average organic food GB • 29% buy organic food whenever they can
  • Agenda • The shopping journey • The pre-purchase state – top of mind supermarket awareness; deciding where to grocery shop • Grocery shopping behaviour & habits • Recipe and cooking inspiration • Reaching Fairfax grocery buyers • A week in the life of a typical Fairfax Metro GB mum
  • Recipe websites the preferred choice for inspiration Recipe Websites Total Fairfax Media population TV Cooking Shows Food magazines available for free at supermarket Food Magazines Food mobile or tablet apps 65% 41% 39% 38% 17% Fairfax Media Females 76% 42% 47% 45% 17% Fairfax Media Mum’s 78% 40% 42% 45% 17% • Close to 1-in-5 use food mobile or tablet apps for recipe inspiration Source; Fairfax Media FMCG Survey conducted by Think Research Jan 2013 (n= 438) Q. When cooking, where do you get your ideas or inspiration from?
  • Food & Recipe search increases throughout the day, spiking during the commute home and meal preparation times Breakfast (Midnight-6am) Commute (6am-9am) Mid Morning (9am-Midday) Lunch (Midday-3pm) Source: Nielsen, Australian day report – Time of Day, January 2012; Fairfax Media Mobile Survey 2012 Afternoon (3pm-6pm) Commute (6pm-9pm) Evening (9pm-Midnight)
  • Agenda • The shopping journey • The pre-purchase state – top of mind supermarket awareness; deciding where to grocery shop; recipe inspiration • Grocery shopping behaviour & habits • Recipe and cooking inspiration • Reaching Fairfax grocery buyers • A week in the life of a typical Fairfax Metro GB mum
  • Reaching a diverse range of Grocery buyers…. Premium Mainstream Budget Reach 1.03 million per week* Reach 306,000 per week Reach 305,000 per week Higher household income ($100k+) Median household income ($80K-$100K) Lower household income ($60K-$79K) Account for 41% of Fairfax’s GB’s Account for 31% of Fairfax’s GB’s Account for 29% of Fairfax’s GB’s Source: Roy Morgan Research, Sept 2012. Filter: Primary GB. Based on SMH/AGE/CT M- Su readership, smh/age/bt/wa site visited last 7 days, smh/age/bt/wa site visited by mobile/app last 4 weeks.
  • … Who share common views when it comes to lifestyle and grocery shopping Fairfax reaches 3.5 million primary grocery buyers a week* 44% spend less than 2 hours per day watching TV 42% enjoy cooking and experimenting with different foods More likely GB’s in ABC socio economic quintiles (61% are AB or C) 48% have a HHI over$100k 59% prefer traditional home cooked meals rather than eating out Source: Roy Morgan Research, Sept 2012. Filter: Primary GB. Based on *SMH/AGE/CT M- Su, GW, SL, TSM/TMM readership, smh/age/bt/wa site visited last 7 days. Based on SMH/AGE/CT M- Su, smh/age/bt/wa site visited last 7 days, smh/age/bt/wa site visited by mobile/app last 4 weeks.
  • Fairfax’s GB’s can be reached across multiple platforms 2.2 million 1.9 million 741,000 reached through print reached online weekly reached through mobile/tablet monthly Exclusive print & digital reach – 34% or over 1.1 million grocery buyers that don’t engage with any News Ltd metro print or digital property throughout the week Source: Roy Morgan Research, Sept 2012. Filter: Primary GB. Based on Print: SMH/AGE/CT M- Su, GW, SL, TSM/TMM readership, Online: smh/age/bt/wa site visited last 7 days, Mobile/Tablet: smh/age/bt/wa site visited by mobile/app last 4 weeks.
  • Agenda • The shopping journey • The pre-purchase state – top of mind supermarket awareness; deciding where to grocery shop; recipe inspiration • Grocery shopping behaviour & habits • Recipe and cooking inspiration • Reaching Fairfax grocery buyers • A week in the life of a typical Fairfax Metro GB mum
  • Fairfax Audience Activity A week in the life of a Fairfax Metro GB Mum Reading news on phone during commute to work Online recipe search (46% via recipe websites; 39% via online parenting websites) EK Recipe section most visited (1pm-5pm) Food & recipe search on mobile devices during commute home & meal times Meet & chat with other mum’s on parenting Forums (7pm-10pm) Watch online video (Entertainment – 75%; News – 49%; Food / Recipes & Lifestyle – 37%) While watching TV, 44% research a product on their tablet they saw advertised on TV Monday Shopping Behaviour Reading Good Weekend and Sunday Life magazines for recipe inspiration and lifestyle news Tuesday Wed Thurs Friday Parenting research (Essential Baby & Essential Kids) 72% do a top-up shop on Wednesday’s & Thursday’s (70% spend between $20-$75) Sat Sunday 44% do their main grocery shop on the weekend (53% spend $150 or more) Over half use their phone to consult a shopping list or recipe when shopping Online shopping on mobile devices during evening hours (during weekdays & weekends) Sources; Fairfax Media Essential Baby Survey February 2013; Nielsen Fairfax Daypart Report May 2012; Fairfax Media Mobile Survey August 2012. Nielsen Market Intelligence, total domestic traffic.
  • Goodfood.com is viewed throughout the day, with ‘Cook’ and ‘Food’ spiking during lunch-times 6,000 Average Daily UBs (M-Su) 5,000 4,000 3,000 Food News 2,000 1,000 - Source: Nielsen Market Intelligence, total domestic traffic, average hour 03/02/13-09/02/13. Cook
  • Essential Kids audience are active from the time they wake up, increasing engagement as the day progresses 200 180 While our mum’s seek recipes inspiration throughout they day, they’re also actively engaging in the forums 160 Average Daily UBs (M-Su) 140 120 100 80 Recipes 60 Forums 40 20 - Hour of Day Source: Nielsen Market Intelligence, total domestic traffic, average hour 03/02/13-09/02/13.
  • Appendix • Research Methodology
  • Research Methodology TH?NK research interviewed 438 respondents via Fairfax Digital channels ELEMENTS Quantitative Survey Who • A representative sample of Fairfax audience What • 20 minute online survey Where • National sample How many When • N=438 • Margin of error = 4.6% (95% confidence interval) • November – December 2012