category review seeds&nuts jan-may 2014
Post on 14-Sep-2014
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JANUARY-MAY 2014
JANUARY-MAY 2014
PIC = PICTURE/INSERTIONSNU = SHOPPER NEED UNITSKU = SKU
SOV = SHARE OF VOICE
PIC = PICTURE/INSERTIONSNU = SHOPPER NEED UNITSKU = SKU
SOV = SHARE OF VOICEHow do we count, taking as example the picture on the left: How do we count, taking as example the picture on the left:
1 PIC (picture/insertion)3 SNU (we have 3 type of products, from 3 different families)7 SKU ( 3 color cream, 3 shampoo, 1 shave face cream)
1 PIC (picture/insertion)3 SNU (we have 3 type of products, from 3 different families)7 SKU ( 3 color cream, 3 shampoo, 1 shave face cream)
Analyzed markets:
-SEEDS-NUTS
Analyzed markets:
-SEEDS-NUTS
ALL RETAILERS = 100%ALL BRANDS = 100%INDEX USED: PIC
ALL RETAILERS = 100%ALL BRANDS = 100%INDEX USED: PIC
JANUARY-MAY 2014
JANUARY-MAY 2014
INTERSNACK 92 93 102MOGYI 33 33 41GOLDEN FOODS 19 19 20ORLANDO 10 10 12PRIVATE LABELS 88 90 95OTHERS 50 50 56TOTAL 292 295 326
ProducersJanuary-May 2014
Val. PIC Val. SNU Val. SKU
REWE GROUP 23KAUFLAND 16CARREFOUR 14CORA 8LIDL 8SELGROS 6BILLA 5METRO 5MEGA IMAGE 2PROFI 1
Private labelsJanuary-May 2014
Val. PIC
JANUARY-MAY 2014
Jan-May 13 Jan-May 14 Evol. PIC Jan-May 13 Jan-May 14 Evol. SOV Jan-May 13 Jan-May 14 Evol. PIC Jan-May 13 Jan-May 14 Evol. SOVVal. PI C Val. PI C % SOV PI C SOV PI C Percent Pct Val. PI C Val. PI C % SOV PI C SOV PI C Percent Pct
INTERSNACK 51 44 -14% 22,50% 23,80% 1,3 43 48 12% 38,40% 44,90% 6,5MOGYI 30 25 -17% 13,20% 13,50% 0,3 10 8 -20% 8,90% 7,50% -1,4GOLDEN FOODS 22 12 -45% 9,70% 6,50% -3,2 8 7 -13% 7,10% 6,50% -0,6ORLANDO 11 8 -27% 4,80% 4,30% -0,5 1 2 100% 0,90% 1,90% 1PRIVATE LABELS 66 67 2% 29,10% 36,20% 7,1 16 21 31% 14,30% 19,60% 5,3OTHERS 47 29 -38% 20,70% 15,70% -5 34 21 -38% 30,40% 19,60% -10,8TOTAL 227 185 -19% 100,00% 100,00% (-) 112 107 -4% 100,00% 100,00% (-)
Producers Evolution/Markets
ALUNE SI ALTE FRUCTE USCATE SEMINTE
JANUARY-MAY 2014
BILLA 52 52 59KAUFLAND 46 46 56METRO 39 40 43SELGROS 35 35 35CARREFOUR 31 31 31XXL MEGA DISCOUNT 23 23 24CORA 20 20 21PENNY MARKET 19 21 23MEGA IMAGE 9 9 15LIDL 8 8 8PROFI 7 7 8CARREFOUR MARKET 3 3 3TOTAL 292 295 326
RetailersJanuary-May 2014
Val. PIC Val. SNU Val. SKU
JANUARY-MAY 2014
As seen in the table above the biggest increase in share of voice for cumulated markets is that of Carrefour.
Evol. PIC
% CASH AND CARRY 83 74 -11% 24,50% 25,40% 0,9
METRO 25 39 56% 7,40% 13,40% 6SELGROS 58 35 -40% 17,10% 12,00% -5,1
HARD DISCOUNT 53 50 -6% 15,70% 17,10% 1,4XXL MEGA DISCOUNT 23 23 0% 6,80% 7,90% 1,1PENNY MARKET 22 19 -14% 6,50% 6,50% 0LIDL 8 8 0% 2,40% 2,70% 0,3
HYPERMARKET 119 97 -18% 35,20% 33,20% -2KAUFLAND 45 46 2% 13,30% 15,80% 2,5CARREFOUR 22 31 41% 6,50% 10,60% 4,1CORA 26 20 -23% 7,70% 6,80% -0,9REAL 26 -100% 7,70% -7,7
SUPERMARKET 84 71 -15% 24,80% 24,30% -0,5BILLA 47 52 11% 13,90% 17,80% 3,9MEGA IMAGE 24 9 -63% 7,10% 3,10% -4PROFI 12 7 -42% 3,50% 2,40% -1,1CARREFOUR MARKET 1 3 200% 0,30% 1,00% 0,7
TOTAL 339 292 -14% 100,00% 100,00% (-)
Evol. SOVPercent points
Retailers Evolution in Cumulated Markets
Jan-May 13Val.PIC
Jan-May 14Val.PIC
Jan-May 13SOV PIC
Jan-May 14SOV PIC
JANUARY-MAY 2014
Producers in RetailersCumulated Markets (PIC)
JANUARY-MAY 2014
Monthly distribution of Producers in Retailers (PIC)
Producers/RetailersCumulated Markets
Val. PIC ian.14 feb.14 mar.14 apr.14 mai.14INTERSNACK 2 2 4 3 12MOGYI 1 3GOLDEN FOODS ORLANDOPRIVATE LABELS 1 1 3OTHERS 1 1 5TOTAL 4 2 5 5 23
METRO
JANUARY-MAY 2014
Promotion Calendar in MetroFebruary-March 2014
JANUARY-MAY 2014
Market Analysis
JANUARY-MAY 2014
*SNACKING CATEGORY CONTAINS CHIPS, NUTS, SEEDS AND OTHER SALTED SNACKS
JANUARY-MAY 2014
Product Flash Analysis
JANUARY-MAY 2014
Top 3 most promoted SKUsNUTS & SEEDS Markets in all retailers
(sorted by number of promotions)
JANUARY-MAY 2014
This SKU was promoted 33 times in the last 12 months, in 11 Retailers, 4 different distribution channels. This SKU was promoted 33 times in the last 12 months, in 11 Retailers, 4 different distribution channels.
MOGYI ARAHIDE SARATE 1 BUC. 320 GRMOGYI ARAHIDE SARATE 1 BUC. 320 GR
intensive promo
PROMO SEASONALITY
12 MONTHS ANALYSIS
JANUARY-MAY 2014
This SKU was promoted 32 times in the last 12 months, in 10 Retailers, 4 different distribution channels. This SKU was promoted 32 times in the last 12 months, in 10 Retailers, 4 different distribution channels.
NUTLINE SEMINTE FLOAREA SOARELUI PESTRITE SARATE 1 BUC. 200 GR
NUTLINE SEMINTE FLOAREA SOARELUI PESTRITE SARATE 1 BUC. 200 GR
intensive promo
PROMO SEASONALITY
12 MONTHS ANALYSIS
JANUARY-MAY 2014
This SKU was promoted 13 times in the last 12 months, in 3 Retailers, 3 different distribution channels. This SKU was promoted 13 times in the last 12 months, in 3 Retailers, 3 different distribution channels.
FIESTA ARAHIDE SARATE 1 BUC. 400 GR FIESTA ARAHIDE SARATE 1 BUC. 400 GR
intensive promo
PROMO SEASONALITY
12 MONTHS ANALYSIS
JANUARY-MAY 2014
Thank you for your attention
Florentina VasileLeaflet Monitor Director [email protected]+40 (0) 743 216 282
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