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Upcoming Webinars

Upcoming Webinars. Cultivating Multicultural Success: From Opportunity to Growth - August 28th Diverse Intelligence Insights Series: Asian American Consumers – October 30 th. The French Connection. A View Into Québec Carman Allison Director of Consumer Insights August 2012.

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Upcoming Webinars

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  1. Upcoming Webinars Cultivating Multicultural Success: From Opportunity to Growth - August 28th Diverse Intelligence Insights Series: Asian American Consumers – October 30th

  2. The French Connection A View Into Québec Carman Allison Director of Consumer Insights August 2012

  3. Today’s presenter Carman Allison Director, Consumer Insights, Nielsen, Canada Carman Allison is responsible for creating and delivering thought leadership to manufacturer and retailer clients and at CPG industry events. A frequently sought-after speaker, Carman is often quoted in the Canadian press on consumer trends including a monthly column in Canadian Grocer. Carman has more than 20 years of experience in the consumer research industry with Nielsen, where he held various account management and analysis roles.

  4. Québec : A Distinct Society

  5. L’exception qui confirme la règle One size does not fit all

  6. Our objective today Help you connect with Québecconsumers and shoppers 1 Market size and growth Economic impact on the consumer Emerging consumer segments 2 3 Shopping behaviour and unique consumption 4 Distinct media behaviour 5

  7. Québec : A Economic Power #1 Canada’s largest land mass province #2 Canada’s 2nd most populous province

  8. Despite declining in importance, close to 1 in 4 Canadians live in Québec 7.9 million in 2011 • will surpass 8 million in 2012 Source: Statistics Canada. 2011 Census

  9. Québec lags population growth – an eastern trend 5 year population growth rates Canada 5.9 Source: Statistics Canada – The Canadian Population in 2011 Analytical document

  10. Western Canada has now surpassed the East as younger Canadians migrate for jobs East Ontario West 30.6% 38.4% 30.7% • Immigration • Migration • Fertility • Immigration Lower levels of unemployment in Western Canada Source: Statistics Canada – The Canadian Population in 2011 Analytical document

  11. Economic Impact Québec

  12. Québec lags retail sales growth – faced with higher cost of living increases Retail Trade Inflation (CPI) Quebec increased PST +1% in Jan ‘12 to 9.5% Source: Statistics Canada – Economic Observer Report – May 2012

  13. Québecers wallets are strained with having to pay more for life’s essentials Inflation by sector Source: Statistics Canada – Consumer Price Index June 2012

  14. Food and health make up a greater portion of the average expenditure in Québec % of Household Expenditures Lower home values means less consumer debt ($60k vs. $100k National average) Source: Statistics Canada 2010 - Survey of household spending

  15. The gas tank may be full, but the wallet is empty – especially in Québec Price Per Litre Canada $1.28 Quebec $1.40 • 10% higher Source: gasbuddy.com – average price pre litre regular grade fuel - August 10, 2012

  16. Québec’s smaller workforce is facing higher levels of unemployment % in workforce 65.3% -0.3 vs. 2010 -0.8 66.8 Canada Source: Statistics Canada – Economic Observer Report – June 2012

  17. Québecers earn 10% less than the average Canadian and the gap is widening Canada Quebec Average Weekly Earnings +0.0 +2.4 Source: Statistics Canada – Economic Observer Report – June 2012

  18. The impact: A greater portion of Québec households are worse off financially than a year ago Compared to a year ago are Quebecers financially… Worse Off About Same Better Off Source: Nielsen PanelViews Survey – Canada - May 2012

  19. Consumer Profile Québec

  20. French: Québec’s Official Language 85% of Quebecers mother tongue is French > greatest portion of multilingual Canadians 25% speak 3+ languages on Montreal Island 2nd most taught language in the world 3rd most spoken language in the U.S.

  21. French: Official Language Policy Impact • Quebec’s Language Policy protects the long-term viability of the French language within it’s borders. • Adapting and thriving within the French culture • French must ALWAYS have the greatest prominence over any other language • Commercial advertising and public signs/posters must be in French • Every inscription on a product, container or wrapping must be in French • The name of an enterprise must be prominently displayed in French

  22. Households in Québec are generally smaller than the rest of Canada with over 2/3rds being 1-2 members Distribution of shoppers Source: Nielsen Homescan Account Shopper Profiler, 52 weeks ending December 31st 2011

  23. Quebec has a higher portion of primary shoppers who are male – consistent both in urban and rural areas Primary Household Shopper Female Male Source: Nielsen PanelViews Survey - Canada - May 2011

  24. Québec has a proportion of seniors and is aging at a faster rate than the rest of Canada Canada Quebec 5 yr growth 65+ +16 +3 +1 15-64 >14 By 2025, 50% of Quebec’s population will be > 45 years of age Source: Statistics Canada. 2011 Census

  25. Québec has a lower percent of immigrant population – driven primarily by language % foreign born % immigrant origin 30% of Canada’s Jewish population Source: Statistics Canada. 2006 Census

  26. Visible minorities varies from east to west Source: Statistics Canada. 2006 Census

  27. Shopping Behaviour Québec

  28. Québec accounts for 25% of CPG sales in Canada and is leading dollar growth with West CPG Regional Importance Index 106* $ % Chg +2 +3 +2 +3 U % Chg -1 +2 -1 +1 * 23.6 of the population Source: Nielsen MarketTrack, Regional All Channels, 52 weeks ending March 10, 2012 - Total Tracked Sales Total Tracked Sales excluding Fresh Random Weight

  29. Québec households spend less per trip but it’s offset by a higher trip frequency – spending more overall Spend Per Household 189.8 Trips $9,209 5% more $48.51 Basket 3% less 2% more than Canada Source: Nielsen Homescan Channel Watch, Quebec All Outlets, Total Expenditures, 52 weeks ending March 31st 2012.

  30. While Mass is largely underdeveloped in Québec , the Drug and Grocery channels hold strong Retail Channel Share • Quebecers spend 9% more in Grocery and 27% more in Drug stores Source: Nielsen Homescan Channel Watch, All Outlets, Total Expenditures, 52 weeks ending March 31st 2012.

  31. Québec shoppers are becoming more cautious – spending less is the goal Saving Strategies Spending Less on CPG? • 74% only buy on sale • 62% use coupons • 61% stock up on deals • 50% seek out stores with low prices • 50% buy store brands 71% Yes! +6 points in 12 months Source: Nielsen Panel Views Survey – May 2012

  32. The consumer impact on CPG in Québec 35% of dollar sales are sold with a price cut 49% of units sales are sold with a price cut +9% growth in TPR sales - fueling growth +6% increase in the coupon activity +7% growth from Discount Retailers Source: Nielsen MarketTrack & Homescan –Quebec - Q1 2012 CPG Review

  33. Unique Consumption Québec

  34. The fact French consume more cheese isn’t just a stereotype – very different Dairy consumption 100 Source: Nielsen MarketTrack, Quebec All Channels vs. ROC, Total Tracked Sales (excl Alcohol Bev), 52 Weeks ending May 5th 2012.

  35. Not necessarily French Toast, but Québecers tend to eat more Toasts at breakfast 100 Source: Nielsen MarketTrack, Quebec All Channels vs. ROC, Total Tracked Sales (excl Alcohol Bev), 52 Weeks ending May 5th 2012.

  36. Poutine and Fondue are among regional specialties – Comfort Food 100 Source: Nielsen MarketTrack, Quebec All Channels vs. ROC, Total Tracked Sales (excl Alcohol Bev), 52 Weeks ending May 5th 2012.

  37. When it comes to what Québecers drink, there are some notable differences 100 Source: Nielsen MarketTrack, Quebec All Channels vs. ROC, Total Tracked Sales (excl Alcohol Bev), 52 Weeks ending May 5th 2012.

  38. Different meat consumption habits – Thanksgiving is much less important among French families 100 Source: Nielsen MarketTrack, Quebec All Channels vs. ROC, Total Tracked Sales (excl Alcohol Bev), 52 Weeks ending May 5th 2012.

  39. Connecting Brands & Consumers Québec

  40. Resonate with Québecers by speaking their language • Ad for Labatt (St-Jean Baptiste – Quebec holiday on June 24) • The 24 for the 24 • Proud to be “Blue”

  41. The preference for Québec-based names extends into the grocery aisle Source: Nielsen MarketTrack; National vs. Quebec All Channels; 52 Weeks Ending June 2, 2012; All Channels = Grocery Banners + Drug + MM/GM/WC/TRU

  42. Private Label share is weaker in Québec and lags National Brand growth Private Label $ Share +3% +2% +2% +2% +4% Dev Index 100 105 77 100 117 National Brand +3% +2% +4% +2% +3% Source: Nielsen MarketTrack, National All Channels, 52 weeks to March 10th, 2012 * Excludes Random Weight Fresh

  43. Québecers are not getting the same price advantage of buying Private Label as the rest of Canada Private Label Price Discount Gap: 6% 7% 5% Source: Nielsen MarketTrack, National All Channels 52 weeks to March 10th, 2012 – Avg Price Per Tonnage TPR = Temporary Price Reduction

  44. Media Behaviour Québec

  45. When it comes to media spend, Québec is not getting their fair share of voice Share of Voice By sector: Food 22% Beverages 19% Restaurants 19% 20% 25% of the population

  46. Québecers have created their own TV and Star universe • “Both the commercial (TV) and the CBC audience prefer local content and local actors. • It’s a cocoon, and it’s 180 degrees different from English Canada.” • In English Canada, American hits aired by commercial broadcasters, such as Survivor, Grey’s Anatomy and Criminal Minds, rule the ratings. • In francophone Canada, that list is dominated by Quebec game shows, talk shows, reality contests, soap operas and dramas, some of them created by Radio-Canada but the bulk of them produced by the commercial broadcaster TVA. • 10 per cent of Quebec box office is spent on Quebec films

  47. It is difficult to use North American entertainment properties to reach Québecers Quebec Canada Top TV Shows NFL Super Bowl Academy Awards NFL Super Bowl Pre Grammy Awards Big Bang Golden Globe Awards Survivor Amazing Race American Idol Grey’s Anatomy Bye Bye 2011 Star Academie On connait la chanson Celine: 3 gars et un nouveau show Occupation double au Portugal SP: Enfants de tele Tricheur, Le Gala Artis 2012 SP: Infoman Les Chefs Source: Nielsen Media Research Borealis, 36 weeks to May 27, 2012

  48. Smartphones will continue to grow but the potential is significantly less traction in Québec % Smartphone Ownership Canada 23% Quebec 14% Use their phone to access the internet Source: Nielsen PanelViews Survey, June 2011 – Canada

  49. Consumers in Québecare less willing to use online sites to look for promotions or product information Top online activities relating to promotions and search Source: Nielsen PanelViews Survey, June 2011 – Canada

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