Him! international pc shopping in australia taster slides

Understanding the P&C shopper in AustraliaAugust 2015

TASTER SLIDES

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

1Introduction 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 AustraliaObjectives:

• 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


2General 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

GlobalAustralia

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

Global Average Australia

53% 61%

24%30%

15%5%8% 4%

Once a week or moreOnce a fortnightOnce a monthLess 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?


3Understanding the ‘top

up’ shopping opportunity in P&C


Top up shopping is on the increase in Australia, and worldwide

Global Average

Australia

25%

24%

56%

57%

15%

15%

3%

4%

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


4Who 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%)


6What 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 work

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.


8Next steps


FULL REPORT NOW AVAILABLE

• Contact Loreta Lingyte for access• [email protected]

mailto:[email protected]


Our expert team is here to help: get in touch!

Tom FenderJoint MD

[email protected]

Neil TurtonJoint MD

[email protected]

Morwenna FordClient Manager

[email protected]

Rebecca HayMarketing & Insights Executive

[email protected]

Blake GladmanResearch Director

[email protected]

Katie LittlerInsight & Communications Director

[email protected]








For more information on our future KEY

ACCOUNT SPECIFIC research, please contact:

[email protected] +44 (0)7802 336 333

https://www.facebook.com/pages/him-research-consulting/269944581245

https://www.linkedin.com/company/him-?trk=cp_followed_name_him-

https://twitter.com/thoughtsfromhim