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Driving growth in challenging times

Driving growth in challenging times. Todd Hale SVP, Consumer & Shopper Insights May 2, 2014. Panel members. Barry Calpino Kraft Foods, VP of Breakthrough Innovations Dave Deacon PepsiCo, Director of Performance Insights

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Driving growth in challenging times

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  1. Driving growth in challenging times Todd Hale SVP, Consumer & Shopper Insights May 2, 2014

  2. Panel members Barry CalpinoKraft Foods, VP of Breakthrough Innovations Dave DeaconPepsiCo, Director of Performance Insights Christian ThompsonKellogg’s, Senior Director of Shopper Insights

  3. Growth challenges

  4. Inflation subsides, but units remain soft All Departments Shouldn’t an economic recovery be delivering more growth? Source: Total U.S. All Outlets Combined (plus Convenience), All Departments, All Brands (UPC), % Change, 52 week periods vs. year ago

  5. CONSUMERS SHIFTING SPEND OR BUYING LESS All Outlets Combined (plus Convenience) – Unit Trend Shouldn’t an economic recovery be delivering more unit growth? Source: Nielsen Scantrack, Total U.S. – All Outlets Combined (plus Convenience), 52 weeks ending 03/15/2014 (vs. year ago), UPC-coded

  6. “Death by a 1,000 cuts” Units

  7. Consumer & shopper Insights

  8. Consumer & shopper insights Panel Questions How is your organization leveraging consumer & shopper understanding to drive growth today & in the future? Our economic recovery is not equal for all shoppers & consumers. How attuned is your organization to this fact & how do you leverage consumer & shopper insights to align your sales, merchandising, & promotional efforts to win spending at the economic extremes?

  9. Price, Value & innovation

  10. How low is “low”? Source: Company websites

  11. Walmart rolls out online savings tool Source: Walmart (https://savingscatcher.walmart.com/)

  12. Consumers will pay more if the benefits outweigh the price Sources: MultiAd Kwikee, Target (k-cups) & company websites

  13. Price, value & innovation Panel Questions Are you bringing greater value to income-challenged shoppers through your promotions or through product innovation? How do we bring breakthrough innovation to center-store categories & how do we manage those where consumer demand or category relevance in waning?

  14. E-commerce

  15. E-commerce the big winner CAGR 2013 to 2018 Winning Share Average Growth Losing Share Source: Nielsen TDLinx & Nielsen Analytics

  16. E-Commerce coming to CPG, but @ what speed E-Commerce steadily gaining share Amazon sales growth very impressive Global annual sales growth versus prior year (in billions) $13.4 $7.5 Amazon Walmart Kroger $1.6 AmazonFresh launches in Los Angeles Step on the gas! Who can get there faster? Source: U.S. Census Bureau; company reports & websites

  17. “The new way to shop from home” https://fresh.amazon.com/dash

  18. Amazon debuts Prime Pantry But will Amazon Prime members be willing to pay $5.99 per box? Source: Amazon.com

  19. Peapod expands number of pick up locations “Ahold has a company-wide target to triple its online food sales by 2016” Peapod also has bulked up its physical presence, adding 120 pickup locations on the East Coast, where New York-based Fresh Direct LLC leads, and five in the Chicago area since August 2012. On the East Coast…customers can pick up orders at Stop & Shop and Giant grocery stores. [In the Chicago area], customers can visit locations in Palatine, Deerfield, Lincolnshire, Schaumburg and Arlington Heights in repurposed bank branches or fast-food restaurants. Crain’s Chicago BusinessJan. 20, 2014 Source: Ahold; Peapod; Crain’s Chicago Business, Chicago Tribune

  20. Harris Teeter debuts annual subscription $99.95 for the entire year, no limit to number of orders placed; curbside pick up Source: Harris Teeter

  21. E-commerce Panel Questions Do you see e-commerce having a positive or negative impact in your categories? How should brick & mortar retailers look to get engaged in e-commerce? • Pure-play model? • Click & collect? • ????

  22. Stay Connected http://www.nielsen.com Todd.Hale@nielsen.com http://www.linkedin.com/pub/todd-hale/a/353/613 @ToddHaleNielsen

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