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? 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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The impact of crisis on purchasing intentions

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

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