Him! international pc shopping in australia taster slides

Understanding the P&C shopper in Australia
August 2015

him! International • www.himinternational.com • @him_inthim! International • www.himinternational.com @him_int • © him! international Ltd 2015. All rights reserved.
Introduction to
him! international

Our findings come from:
• Speaking to millions
of shoppers.
• Focusing almost
exclusively on
“convenience” for 20+
years.
• Working across UK,
Ireland, Europe,
Australia, USA

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 combination
All retail brands and suppliers
need to ‘follow the shopper’
(epos does not tell you what
shoppers want)

Introducing him! international
him! international 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! international?
• 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 nationally representative 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.

Understanding P&C opportunities in Australia
Objectives:
• Identify current grocery shopping habits within Australia & how the P&C channel fits
within these
• Identify macro shopper trends & highlight the opportunities / 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 & promotions
• Communications & marketing
• In-store environment
• Customer service
• Driving sales

General Grocery
Shopping habits in Australia

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%
Bottle 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

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 information/nutritional
content
24% 30%
Tech/digital savvy
% %
Try to shop in cheapest
grocery stores
35% 43%
Snack through day/week
% %
Regularly shop for
food ‘little + often’
% %
Someone who struggles to find time to
see friends/family/do hobbies
% %
Decide what having for
dinner on day itself
% %

‘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 often
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 often to they do
a ‘main shop’?
*q4. Which of these phrases best describes how you/your household does your grocery shopping?

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

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

Top up shopping is on the increase in Australia, and worldwide
25%
24%
56%
57%
15%
15%
3%
4%
Global Average
Australia
More often Same Less often Not top-up shopping at all
Remember, 73% of Australian shoppers
do some form of top-up shopping in a
typical week

Who currently uses P&C
in Australia?

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%)

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

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 options
Not one convenient enough to where you shop, live or…
Products being out of stock
Poor service
Cluttered untidy shops
Not enough promotions
Pack sizes not suitable to you
High shop prices and poor range
are the key barriers to footfall.

Next steps

FULL REPORT NOW AVAILABLE
• Contact Loreta Lingyte for access
• Loreta.Lingyte@him.uk.com

Our expert team is here to help: get in touch!
Tom Fender
Joint MD
Tom@himinternational.com
Neil Turton
Joint MD
Neil@himinternational.com
Morwenna Ford
Client Manager
Morwenna@himinternational.com
Rebecca Hay
Marketing & Insights Executive
Rebecca@himinternational.com
Blake Gladman
Research Director
Blake.Gladman@him.uk.com
Katie Littler
Insight & Communications Director
Katie.Littler@him.uk.com

For more information on our future KEY
ACCOUNT SPECIFIC research, please contact:
Tom@himinternational.com
+44 (0)7802 336 333

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