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Understanding P&C shopper in Australia
- 2. him!
Interna,onal
•
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•
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him!
Interna,onal
•
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@him_int
•
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interna,onal
Ltd
2015.
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rights
reserved.
1
Introduction to
him! international
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2015.
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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!
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2015.
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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)
- 5. him!
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•
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•
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him!
Interna,onal
•
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@him_int
•
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him!
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Ltd
2015.
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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.
- 6. him!
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•
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•
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him!
Interna,onal
•
www.himinterna,onal.com
@him_int
•
©
him!
interna,onal
Ltd
2015.
All
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
- 7. him!
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•
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him!
Interna,onal
•
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@him_int
•
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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
•
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@him_int
•
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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
- 9. him!
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him!
Interna,onal
•
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•
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interna,onal
Ltd
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
%
%
- 10. him!
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•
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•
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him!
Interna,onal
•
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interna,onal
Ltd
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?
- 11. him!
Interna,onal
•
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•
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him!
Interna,onal
•
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•
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interna,onal
Ltd
2015.
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Who is the P&C store shopper vs Aldi
shopper?
- 12. him!
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him!
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•
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2015.
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3
Understanding the ‘top up’
shopping opportunity in
P&C
- 13. him!
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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
- 14. him!
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•
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interna,onal
Ltd
2015.
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rights
reserved.
4
Who currently uses
P&C in Australia?
- 15. him!
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•
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him!
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•
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•
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interna,onal
Ltd
2015.
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rights
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%)
- 16. him!
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•
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•
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•
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interna,onal
Ltd
2015.
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reserved.
6
What are the current attitudes
towards Australian P&C?
How can we improve
perception?
- 17. him!
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•
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•
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him!
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•
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•
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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.
- 18. him!
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•
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him!
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Ltd
2015.
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rights
reserved.
8
Next steps
- 19. him!
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•
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Interna,onal
•
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•
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interna,onal
Ltd
2015.
All
rights
reserved.
FULL REPORT NOW AVAILABLE
• Contact
Loreta
Lingyte
for
access
• Loreta.Lingyte@him.uk.com
- 20. him!
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•
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•
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him!
Interna,onal
•
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@him_int
•
©
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
- 21. him!
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•
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him!
Interna,onal
•
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•
©
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
