Attachment

Understanding the P&C shopper in Australia
August 2015

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1

Introduction to
him! international

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Our findings come from:
•  Speaking
to
millions

of
shoppers.

•  Focusing
almost

exclusively
on

“convenience”
for
20+

years.

•  Working
across
UK,

Ireland,
Europe,

Australia,
USA

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©
him!
interna,onal
Ltd
2015.
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rights
reserved.

Shopper Insights vs Sales Data/EPOS
•  Sales
Data
=
WHAT
gets
sold

•  Shopper
Insights
=
Why?

Today….and
tomorrow
(future

trends),
WHO
to
target,
HOW
and
WHY?

•  Sales
Data
+
Shopper
Insights
=
perfect
combina,on

All
retail
brands
and
suppliers

need
to
‘follow
the

shopper’
(epos
does
not
tell

you
what
shoppers
want)

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him!
interna,onal
Ltd
2015.
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rights
reserved.

Introducing him! international
him!
interna,onal
was
launched
in
2015
by
Tom
Fender
(ex
owner
of
him!
UK)
&
Neil
Turton

(ex
CEO
of
Nisa)
and
is
the
sister
company
to
him!
in
the
UK

Why
launch
him!
interna,onal?

• 
Convenience/proximity
retailing
is
in
growth
around
the
world.

• 
Limited
sales
data
(the
what’s)
exists,
even
less
shopper
insights
(the
why’s)

• 
Suppliers
want
key
account
shopper
insights
(to
tailor
ranges,
oﬀers
etc)

Methodology:

• 
We
spoke
to
a
na,onally
representa,ve
sample
of
10,000
shoppers
via
an
online

survey,
across
11
countries.

• 
This
report
focuses
on
the
1,000
shoppers
that
we
spoke
to
in
Australia.

This
report
covers
the
diﬀerences
between
shoppers
in
Australia
and
the
global
average.

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Interna,onal

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Interna,onal

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©
him!
interna,onal
Ltd
2015.
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rights
reserved.

Understanding P&C opportunities in Australia
Objectives:

•  IdenCfy
current
grocery
shopping
habits
within
Australia
&
how
the
P&C
channel
ﬁts

within
these

•  IdenCfy
macro
shopper
trends
&
highlight
the
opportuniCes
/
threats
they
raise
for

P&C

•  Capture
the
opinions
of
the
current
P&C
shopper
needed
to
inﬂuence
successful
future

channel
strategies
including:

•  Ranging

•  Price
&
promo,ons

•  Communica,ons
&
marke,ng

•  In-‐store
environment

•  Customer
service

•  Driving
sales

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©
him!
interna,onal
Ltd
2015.
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rights
reserved.

2

General Grocery
Shopping habits in Australia

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©
him!
interna,onal
Ltd
2015.
All
rights
reserved.

Which channels are most used in Australia?
Global
Average
Australia

A
main
large
supermarket
80%
90%

A
specialist
food
retailer
like
a
butcher,
bakery,
ﬁshmonger
40%
42%

Boile
shop
21%
X%

A
local
independent
store
27%
X%

P&C
stores*
52%
X%

A
local
market
farmers’
market
30%
X%

A
smaller
store
owned
by
a
main
supermarket
chain
37%
X%

A
tobacconist
newsagent
19%
X%

A
discounter
34%
X%

Milk
bar
5%
X%

An
online
retailer
(supermarket
chains’
online
business)
11%
X%

An
online
retailer
which
is
not
a
supermarket
chain
–
eg
Amazon
11%
X%

Q2.
In
the
last
month,
have
you
bought
food/groceries/drinks/tobacco
from
any
of
the
following
types
of
grocery
outlets?

*shoppers
who
visit
c-‐stores
and/or
petrol
forecourts

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2015.
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rights
reserved.

Australian + food – attitudes to be aware of:
Would
you
describe
yourself
as
any
of
the
following?
-‐
Yes

Global

Australia

Financially
secure

X%
X%

Check
calorie
informaCon/nutriConal

content

24%
30%

Tech/digital
savvy

%
%

Try
to
shop
in

cheapest
grocery

stores

35%
43%

Snack
through
day/week

%
%

Regularly
shop
for

food
‘li[le
+
o]en’

%
%

Someone
who
struggles
to
ﬁnd
Cme
to

see
friends/family/do
hobbies

%
%

Decide
what
having
for

dinner
on
day
itself

%
%

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interna,onal
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2015.
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rights
reserved.

‘Regular main grocery shops’ still dominate in
Australia
53%
61%

24%

30%

15%

5%
8%
4%

Global
Average
Australia

Once
a
week
or
more

Once
a
fortnight

Once
a
month

Less
osen

q5. How often will you do main big grocery shops (typically buy 15+ items per trip)?
89%
of Australian shoppers
do a regular MAIN SHOP
vs 80% global average
How
o]en
to
they
do

a
‘main
shop’?

*q4.
Which
of
these
phrases
best
describes
how
you/your
household
does
your
grocery
shopping?

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him!
interna,onal
Ltd
2015.
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rights
reserved.

Who is the P&C store shopper vs Aldi
shopper?

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him!
interna,onal
Ltd
2015.
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rights
reserved.

3

Understanding the ‘top up’
shopping opportunity in
P&C

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him!
interna,onal
Ltd
2015.
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rights
reserved.

Top up shopping is on the increase in Australia, and
worldwide
25%

24%

56%

57%

15%

15%

3%

4%

Global
Average

Australia

More
osen

Same

Less
osen

Not
top-‐up
shopping
at
all

Remember,
73%
of
Australian
shoppers

do
some
form
of
top-‐up
shopping
in
a

typical
week

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him!
interna,onal
Ltd
2015.
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rights
reserved.

4

Who currently uses
P&C in Australia?

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interna,onal
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2015.
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reserved.

SHOPPER PROFILE: Who shops in Australian
P&C?
Demographics
FEMALE (% vs. 51% )
35-54yrs (% vs. 20%)
C2DE (% vs. 49%)
Location
City (% vs. 48%)
Town (% vs. 34%)
Countryside (% vs. 18%)
Household
Work status
FULL-TIME ( vs. 49%)
ARRANGEMENT: “I live with
my partner & my children have
left home” (% vs. 26%)
The Australian P&C shopper vs. global P&C shopper
Busy provider (% vs. 28%)
Number hour worked/week 31-40
(% vs. 33%)

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him!
interna,onal
Ltd
2015.
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rights
reserved.

6

What are the current attitudes
towards Australian P&C?
How can we improve
perception?

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Interna,onal

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©
him!
interna,onal
Ltd
2015.
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rights
reserved.

What are the key barriers to using convenience
stores?
High
shop
prices

Not
having
the
range
of
products
to
suit
your
needs

Range
of
products
not
suitable
to
you

Poor
quality
fresh
foods

High
fuel
prices

Not
enough
healthy
op,ons

Not
one
convenient
enough
to
where
you
shop,
live
or

Products
being
out
of
stock

Poor
service

Cluiered
un,dy
shops

Not
enough
promo,ons

Pack
sizes
not
suitable
to
you

High
shop
prices
and
poor
range

are
the
key
barriers
to
fooaall.

him!
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©
him!
interna,onal
Ltd
2015.
All
rights
reserved.

FULL REPORT NOW AVAILABLE
•  Contact
Loreta

Lingyte
for
access

•  Loreta.Lingyte@him.uk.com

him!
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•
©
him!
interna,onal
Ltd
2015.
All
rights
reserved.

Our expert team is here to help: get in touch!
Tom
Fender

Joint
MD

Tom@himinterna,onal.com

Neil
Turton

Joint
MD

Neil@himinterna,onal.com

Morwenna
Ford

Client
Manager

Morwenna@himinterna,onal.com

Rebecca
Hay

Marke,ng
&
Insights
Execu,ve

Rebecca@himinterna,onal.com

Blake
Gladman

Research
Director

Blake.Gladman@him.uk.com

Ka,e
Liiler

Insight
&
Communica,ons
Director

Ka,e.Liiler@him.uk.com

him!
Interna,onal

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him!
Interna,onal

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@him_int

•
©
him!
interna,onal
Ltd
2015.
All
rights
reserved.

For
more
informaCon
on
our
future
KEY

ACCOUNT
SPECIFIC
research,
please
contact:

Tom@himinternaConal.com

+44
(0)7802
336
333

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