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Private Label Report Q1 2011

Private Label Report Q1 2011. Homescan Date to 19/03/2011. Coles has seen strong growth in PL driven by increasing household spend along with increasing household reach. -7.4%. +13.7%. -5.8%. -3.3%. +0.4%. +2.4%. +5.1%. -1.3%. +0.6%. -10.9%. -4.0%. -1.1%. PL VAL Share. AWOP.

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Private Label Report Q1 2011

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  1. Private Label Report Q1 2011 Homescan Date to 19/03/2011

  2. Coles has seen strong growth in PL driven by increasing household spend along with increasing household reach. -7.4% +13.7% -5.8% -3.3% +0.4% +2.4% +5.1% -1.3% +0.6% -10.9% -4.0% -1.1% PL VAL Share AWOP Penetration Homescan QTR to 19/03/2011, % CHG vs YA Source: Nielsen | Homescan (Australia) – Issue# 466621, 466628 Q1 2011 Nielsen Private Label Report

  3. PL share of Supermarkets have increased in the latest QTR, but a decline is seen in spend by -$8.21 compared to QTR last year Q1 2011 Nielsen Private Label Report

  4. Coles Group and IGA have seen an increase in retailer share in the latest QTR whilst Aldi has seen a decrease. Q1 2011 Nielsen Private Label Report

  5. Aldi’s household reach decreased by -0.4 points in the latest QTR vs. YA and has lost share of the market. Q1 2011 Nielsen Private Label Report

  6. The share of PL in Coles grew by +2.7 points vs. last year. Driven by increase in spend in the latest QTR. Penetration has grown 0.4% QTR vs. YA. Q1 2011 Nielsen Private Label Report

  7. Woolworths has gained share of PL QTR vs. YA despite the decrease in the number of households buying in WW and amount spent by the buyers. Q1 2011 Nielsen Private Label Report

  8. IGA is losing share of PL in latest QTR vs. YA due to decrease in buyer spend coupled with decrease in number of HH’s buying in IGA. Q1 2011 Nielsen Private Label Report

  9. FoodWorks has gained share of PL by almost 2.27 points QTR vs. YA, driven by increase in buyer spend, though the number of HH’s buying has reduced. Q1 2011 Nielsen Private Label Report

  10. Private Label Value share by Life stage

  11. Start-up families, Bustling families and Young Transitionals have seen significant increase in PL share in the latest QTR vs. YA Q1 2011 Nielsen Private Label Report

  12. Bustling families have seen strong presence in WW and have increased share in the latest QTR vs. YA Q1 2011 Nielsen Private Label Report

  13. Coles has seen share gain across all life-stages. Q1 2011 Nielsen Private Label Report

  14. Bustling families have seen strong presence in Coles but have reduced share in the latest QTR vs. YA Q1 2011 Nielsen Private Label Report

  15. In Aldi, there has been a very slight increase in share in the last QTR with minimal growth seen across life stages Q1 2011 Nielsen Private Label Report

  16. Bustling Families retains the highest contribution, however has declined vs. YA and previous QTR Q1 2011 Nielsen Private Label Report

  17. Small scale families and Young transitionals have recorded share gain in IGA whilst Start up and Bustling families have recorded a considerable dip in share during the latest QTR vs. YA Q1 2011 Nielsen Private Label Report

  18. Senior Couples have highest share in IGA and have seen an increase in contribution. Bustling families have seen a decline in share in the latest QTR vs. YA Q1 2011 Nielsen Private Label Report

  19. Independent singles have seen a spike in PL share whilst Start – up families have seen a considerable dip in QTR vs. YA Q1 2011 Nielsen Private Label Report

  20. Independent Singles have contributed to a large proportion of FoodWorks repertoire during the last QTR. This demographic has grown across the year. Q1 2011 Nielsen Private Label Report

  21. Retailer Loyalty

  22. Coles customers still spend a bigger portion of their HH shopping basket on PL than the Woolworths shopper. There has been an increase in PL shares across both the banners in the latest quarter Average % of category repertoire allocated to the specified product total by their buyers over the given timeframe Q1 2011 Nielsen Private Label Report

  23. ALDI and IGA have seen a decrease in PL share in the latest QTR vs. YA Average % of category repertoire allocated to the specified product total by their buyers over the given timeframe Q1 2011 Nielsen Private Label Report

  24. Demographic Value Market Share

  25. Definition New Life stage (% in Population) Young Transitionals (8.2%) Adult households (no children <=17) Head of household <35 Start Up Families (7.2%) Households with young children only, oldest child < 6 Small Scale Families (11.1%) Households with oldest child 6-11 years   Bustling Families (18.7%) Households with oldest child 12-17 years Senior Couples (18.8%) 2 or more adults (no children <=17), Head of HH 60 +  Established Households (20.5%) 2 or more adults (no children <=17), Head of HH 35-59 Life Stage Demographic Definitions Independent Singles (15.5%) 1 person adult HH (no children <=17), Head of HH >=35 Q1 2011 Nielsen Private Label Report

  26. Small scale families have seen an increase in share of PL substantially in the latest QTR compared to last year; Young transitionals have seen a substantial increase in share vs. YA and PP Q1 2011 Nielsen Private Label Report

  27. Start-up families have seen increase in share of grocery across Coles and WW but has seen a dip in IGA in the latest QTR vs. YA Q1 2011 Nielsen Private Label Report

  28. Small Scale families have seen growth in share of grocery across all banners in Australia in the latest QTR vs. YA Q1 2011 Nielsen Private Label Report

  29. Bustling families have increased their PL spend largely in Coles during the latest QTR Q1 2011 Nielsen Private Label Report

  30. Young Transitional have seen a growth trend in share over the last year, these trends have been seen in Coles Q1 2011 Nielsen Private Label Report

  31. Independent singles have grown this QTR vs. YA in the Australian market, the growth being driven by Coles. Q1 2011 Nielsen Private Label Report

  32. Established couples have grown this QTR in the Australian market, the growth mainly being driven by Coles. Q1 2011 Nielsen Private Label Report

  33. Share of Senior couples has grown this QTR in the Australian market, mainly driven by Coles Q1 2011 Nielsen Private Label Report

  34. Source of Value

  35. How to interpret Source of Value Charts Total % Change in Value (sums measures below) • % more that was spent on PL within retailer for the period vs Year Ago • New/ Lost Category Buyers • % of value that buyers that dropped out of the grocery category represent • Cat Exp/ Cont – Retained Brand Buyers • % of value that PL buyers have spent more on PL in the period (who you should target) • Cat Exp/ Cont – New/Lost Brand Buyers • % of value that new buyers to the retailer’s PL represent (added retailers PL to their repertoire) • Switching Total (sum) • % of value from switching Source of Loss to the retailer Source of Gain for the retailer Q1 2011 Nielsen Private Label Report

  36. ALDI this period has been in decline driven by reduced consumption of retained buyers and switching losses. ALDI buyers are switching to branded offerings, largely to Coles and WW Q1 2011 Nielsen Private Label Report

  37. The decline of WW PL is driven by existing PL buyers spending less and loss of buyers. Q1 2011 Nielsen Private Label Report

  38. Switching drives Coles’ growth in the latest QTR, largely driven by gaining value from branded products. Q1 2011 Nielsen Private Label Report

  39. Decline in existing buyers coupled with switching continues to drive IGA PL losses Q1 2011 Nielsen Private Label Report

  40. The PL offerings of other supermarkets have been in decline with buyers switching to other branded offerings and retained buyers spending less. Q1 2011 Nielsen Private Label Report

  41. Category Highlights

  42. 9 new entrants in the top 10 categories showing value growth in the latest QTR vs. YA Top 10 Private Label Categories by Value Share (% of Category Dollars) AUS Supermarkets including Aldi : Latest QTR to 19/03/2011 vs. YA Source: Nielsen HomeScan (Australia) Issue # 468621,468628 New entrant Q1 2011 Nielsen Private Label Report

  43. In terms of actual value spent on PL categories – Bakery continues to hold first position nationally. Packaged small goods is the only new category in the top 10 PL categories. Top 10 Private Label Categories by Value Spend AUS Supermarkets including Aldi : Latest QTR to 2 to 19/03/2011 vs. YA Source: Nielsen HomeScan (Australia) Issue # 468621,468628 New entrant Q1 2011 Nielsen Private Label Report

  44. Fresh & Frozen Meals continues to hold first position nationally; 3 new entrants in the top 10 categories latest QTR vs. YA Top 10 Private Label Categories by Actual Value Change AUS Supermarkets including Aldi : Latest QTR to to 19/03/2011 vs. YA Source: Nielsen HomeScan (Australia) Issue # 468621,468628 New entrant Q1 2011 Nielsen Private Label Report

  45. PL Highlights • Private Label share grows in the latest quarter • PL share has increased in the latest QTR with increase in household reach. • Coles (+1.3sp) has gained share of PL in the latest QTR; switching drives Coles’ growth in the latest QTR, largely driven by gaining value from branded products. Q1 2011 Nielsen Private Label Report

  46. Thank You

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