Următorul Capitol: Reabilitarea Redutei · 2012. 1. 10. · 5 GfK Consumer Tracking Următorul Capitol: Reabilitarea Redutei Œ Raluca Raschip 17th March 2011 Romanian Consumers

GfK Consumer Tracking Următorul Capitol: Reabilitarea Redutei � Raluca Raschip 17th March 2011

Următorul Capitol: Reabilitarea Redutei

Raluca RaschipConsumer Goods DirectorGfK Romania


Booming

Homing

Shrinking

29 January, 2009GfK Consumer TrackingGfK Consumer Tracking Următorul Capitol: Reabilitarea Redutei � Raluca Raschip 17th March 2011

new settingTHE

1 Consumer Mindset

2 Consumption Behavior

3 Shopping Behavior

4 Next Chapter


new settingTHE

1 Consumer Mindset


3 Shopping Behavior

4 Next Chapter

5


Romanian Consumers Confidence is still the lowest

-80

-70

-60

-50

-40

-30

-20

-10

0

10

20

ian.

-08

feb.

-08

mar

.-08

apr.

-08

mai

.-08

iun.

-08

iul.-

08au

g.-0

8se

p.-0

8oc

t.-0

8no

v.-0

8de

c.-0

8ia

n.-0

9fe

b.-0

9m

ar.-

09ap

r.-0

9m

ai.-

09iu

n.-0

9iu

l.-09

aug.

-09

sep.

-09

oct.

-09

nov.

-09

dec.

-09

ian.

-10

feb.

-10

mar

.-10

apr.

-10

mai

.-10

iun.

-10

iul.-

10au

g.-1

0se

p.-1

0oc

t.-1

0no

v.-1

0de

c.-1

0ja

n.-1

1fe

b.-1

1

UE

Bulgary

Czech Republic

Hungary

Poland

Romania

Slovakia

Germany

Consumer Confidence Index is based on consumers� perceptions about future household situation, future general economic

situation, unemployment evolution and future savings

Source: Consumer survey conducted by EU Commission in partnership with GfK

6


The crisis generated a return to core values and relaxation regarding the image

FAMILY, NEED FOR FAMILY, NEED FOR SECURITY, STABILITY AND SECURITY, STABILITY AND

CONTROLCONTROL

Care / concern for the children’s safety and wellbeing

They plan, consult each other, communicate and share more

Emotional bond between and support provided by family

membersThey are more careful,

more mindful, more moderate

They are much more fearful of potential risks, more reserved

Followers behaviorWORD OF MOUTH important!

Need for belonging and solidarity


new settingTHE

1 Consumer Mindset


3 Shopping Behavior

4 Next Chapter

8


First decline of the in-home spending for FMCG, in the last 10 years

25%

11%21%

7%

-11% -9%

7%10%

17% 19%

6%

-5%

-25%

-15%

-5%

5%

15%

25%

35%

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Source: GfK Consumer Tracking

9


Price increases from July-December 2010 lead to volumes cut and down-trading

-4% -6%

Source: GfK Consumer Tracking

10


Non-Essential Products were the most affected by the expenditures cut

Basic Food

Non essential food

Basic hygienic basket

Non essential hygienic basket

-2,3%

-5,7%

-5,7%

-7,9%

-7,0%

-7,7%

-9,5%

-9,2%

Value change -5,1% Buying frequency -8,4%

Source: GfK Consumer Tracking, based on monitored FMCG categories, 2010 vs 2009, Value (%)

11


Non-Essential Food Products reduced more volumes

Food Essential Food Non-Essential

Source: GfK Consumer Tracking , 2010 vs. 2009

12


Non-Essential Hygienic Basket products lost consumers

Non-Essential Hygienic Basket

Basic Hygienic Basket

Source: GfK Consumer Tracking , 2010 vs. 2009


new settingTHE

1 Consumer Mindset


3 Shopping Behavior

4 Next Chapter

14


The Hypermarkets ascending trend slowed down by the basket composition

Total FMCG FoodEssential

FoodNon-Essential

Non-FoodEssential

Non-FoodNon-Essential

Source: GfK Consumer Tracking, Value (%)

15


Smart Shopping � more functional, more planning

75

71

68

67

60

59

58

56

Before buying anything I try to think if I need that thing

I compare prices between brands in order to choose the best value for money

In my spare time I spend more time at home (alone/ with family/ friends) instead of going out (at lunch/ shopping)

I get better informed about the product before deciding whether to buy it

I use the shopping list to avoid buying products that I don't necessarily need

I am more careful at the quantities that I buy (smaller in order not to spend so much, larger in order to get a better

price)

I am more attentive at the value of a promotion (how big is the price discount, the value and the utility of the gift)

Comparing with last year, now I know the prices of the products that I buy most often

Q30. Please think at the way you have purchased FMCG in the last year. Please tell me how much you agree with these types of behaviors that have appeared in your case last year. * Scale: 1 = �totally disagree� �.5 = �totally agree� , Top2 Box (%), 15+ Urban Representative

Source: Shopping Monitor 2011, November 2010

16


Top 10 Planned Categories - Value (%)

Average=88%

Source: GfK Consumer Tracking; January 2011

17


Top 10 Categories by Brand Planning - Value (%)

My Brand

Average=70%


18


How Important is the Category Planning and Brand Bounding?

Planned Category Index

Chocolate BarsHand & Body Creams

Chocolate Tablets

Milky Desserts

Fruit Yoghurt

Plan

ned

Bran

d In

dex

CSD

Mustard

MargarineBeer

DeodorantsSemi-Hard Cheese

Juices


19


Product quality is the main priority for the shoppers

65

47

39

39

40

When I do everyday shopping the quality is the key priority for me, regardless of the price

When doing shopping I happen to consult my partner, also over the phone, about what products to buy

I do not like it when the store layout is changed � as then I feel lost and I do not know where to look for products I

want to buy

I do most of my everyday shopping at one shop

I tend to calculate the price per litre or kilogram to make the most economic choice

Source: Shopping Monitor 2011, November 2010 * Scale: 1 = �totally disagree� �.5 = �totally agree� , Top2 Box (%), 15+ Urban Representative

Q32. I will read you a list of statement that different persons have made regarding the way they usually do shopping for everyday items. Please tell me to what extend do you agree or disagree with each of the following statements.


21


People inform themselves more also through Leaflets

SM10. Some retailers/chains inform their customers about their offers through leaflets (direct mail). Do you receive such leaflets at your home address, and if so, does it influence you while shopping? Single answer.

Source: Shopping Monitor 2011, November 2010

15+ Urban Representative

22


Which categories are more driven by Leaflets? Are these the ones more promoted in the Leaflets?

Average=8%

Products that appear in leafletShare % (items)

Source: GfK Consumer Tracking, Value (%); Leaflet Monitor, January 2011


new settingTHE

1 Consumer Mindset


3 Shopping Behavior

4 Next Chapter

24


Proximity is still the first criteria for choosing the main storeWatch out for the Price consciousness!

51

46

36

16

6

6

4

4

Near the house and/ or work/ time needed to reach store

Price level

The variety range of food and non-food products

The freshness and quality of products

It is �my store�, it is a habit to go there

The existence of promotions

Pleaseant and benevolent staff

The posibility of buying fast

Source: Shopping Monitor 2011, November 2010Q35. Please tell me what are the main reasons for choosing to shop in � (main store) Spontaneous Answer

25


Promotion trap in case of excessive price promotions

25

Brand buyer

Promotion buyer

Private label buyer

discount buyer

„Is today´s promotion buyer the private label buyer of tomorrow?“

„Is today´s private label buyer tomorrow´s discount-buyer“?

Source: Analysis based on the GfK-consumer panels


Mission:Growing Categories

2011Booming

“Nothing is permanent except change”Heracleitus, 500 BC

Homing

Shrinking


Thank you for your attention!

Documents

Următorul Capitol: Reabilitarea Redutei · 2012. 1. 10. · 5 GfK Consumer Tracking Următorul Capitol: Reabilitarea Redutei Œ Raluca Raschip 17th March 2011 Romanian Consumers