Global market trends, understanding how consumers' lives are changing: Michael Walton - Nielsen Pacific

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Michael Walton, Executive Director Consumer and Business Intelligence, Nielsen Pacific presented on global consumer trends including insights and data demonstrating how consumers’ lives are changing and the impact this will have on wine as a category. Michael explored trends including premiumisation, the impact of social media and how consumers choose wines to purchase.

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Global market trends, understanding how consumers' lives are changing: Michael Walton - Nielsen Pacific

  1. 1. CONSUMERS’S GLOBAL OUTLOOK AND WHAT IT MIGHT MEAN FOR US. Michael Walton, Executive Director Nielsen Pacific. September 2013
  2. 2. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 2 94 124 110 98 98 96 79 53 33 0 20 40 60 80 100 120 140 Global Indonesia China Canada Australia United States United Kingdom France Portugal Global Indonesia China Canada Australia United States United Kingdom France Portugal GLOBAL CONFIDENCE LEVELS Optimism felt more keenly in Asian markets Quarter 2, 2013 Source : Nielsen 2013
  3. 3. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 3 33%OF THE WORLD IS ONLINE TECHNOLOGY OFFERS FRESH OPPORTUNITIES This landscape is wholly transformed in the last 5 years And higher in key markets : Norway 97% Australia 89% United Kingdom 84% United States 78% Hong Kong 75% China 40% Source : Nielsen 2013
  4. 4. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 4 What impact does POS for have on buyer behaviour? How does this differ by consumer segment / brand / retailer? TECHNOLOGY OFFERS FRESH OPPORTUNITIES Understand in real time, in location or sense check messaging for real resonance Shopper research conducted using neural analysis Clever, fast and very revealing Source : Nielsen 2013
  5. 5. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 5 UNITED STATES STORY Background Table wine up 5.5 % in value over last 12 months. Wine brackets over $US 9 up between 7 and 12.8% Hispanic Consumers Traditionally under-index on wine consumption versus population size Building out new drinkers and what they are drinking #1. 31 16 % US Population 2010 - 2050 12.8 5.5 Table Wine Growth Under $9 and Over $9 Source : Nielsen 2013
  6. 6. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 6 UNITED STATES STORY Blends Of 2100 imported brands with some component of blended product – blends did the hard work in brand growth on last year Hispanic Consumers OVER-INDEX on red blends. As do Asian-Americans and 21-44 year olds. Building out new drinkers and what they are drinking #2. Hispanic Index – Wine and Blended Reds 18 6 % Value Brand Growth V Blended Growth 120 79 Source : Nielsen 2013
  7. 7. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 7 47%Humorous Messages MESSAGES THAT RESONATE Self reported 46%Real Life Situations 38%Family Oriented Health-Themed Value-Oriented Source : Nielsen 2013
  8. 8. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 8 2006 - 2007 2008 - 2009 2010 - 2011 MESSAGES THAT RESONATE Time-Series Nielsen analysis Source : Nielsen 2012
  9. 9. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 9 84%Trust recommendations from friends and family TRUST IN ONLINE IS MOVING UP This landscape is wholly transformed in the last 5 years 69%Trust branded websites 68%Trust consumer opinions posted online Source : Nielsen 2013
  10. 10. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 10 CONSUMER SIGNALS ARE VERY PROMISING • Demographics play in wine’s favour. • We are getting older • Developing markets are urbanising, a pre-curser to new taste choices • Substantial and growing global middle class • Opportunities for engagement are growing • Technology allows access for all • Technology is well suited to wine’s inherent storytelling Cause for some optimism in short term in some markets, medium term in others
  11. 11. Twitter : michael_walton_

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