insight summit gfk netherlands

© GfK© GfK

Insight Summit

GfK Netherlands 01-Jun-21

1© GfK

© GfK 2

Welcome

GfK NL Insight Summit 2021

Andy Hut

Commercial Director GfK Netherlands© GfK

© GfK

AgendaPresentations including polls and Q&A with our experts

01-Jun-21 ▪ Insight Summit | GfK Netherlands 3

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Presentation I

Presentation II

Presentation III

Retail in economic perspectiveGerarda WesterhuisSenior Sectoreconoom Retail & Leisure ABN AMRO

Retail Reloaded: lasting changes in buying behaviorDanny van den BurgRetail Lead GfK Nederland

Impact pandemic on brands?Ilse van VeldenCommercial Lead Consumer Panel GfK Nederland

Retail in economic perspective

Gerarda Westerhuis, sector economist Retail and Leisure

Sector Advisory

GfK Nederland Insight Summit

1 June 2021

Source: Ramingen Economisch Bureau ABN AMRO

Recovery expected in 3Q and 4Q 2021

5

Unemployment still decreasing after peak in August

6Source: CBS

Bancruptcies and discontinuations

7Source: CBS

Vacancy rate retail space relatively low due to governmental support

8Source: Locatus

Consumer confidence growing, but still below 10 years average

9Source: CBS

Online consumption increases with 7%

10Source: CBS, Thuiswinkel markt monitor

Online consumption: strong growth in products (+43%),

but also strong decrease in services (-39%) in 2020

Electronics: increase online continues after first lockdown in March

11Source: ABN AMRO Transactiedata

Huge differences between branches

12Source: ABN AMRO Transactiedata

Source: FSIN Beleidsmonitor 2021-2025

Before corona 33% was spent in horeca; 67% in supermarkets. By now this ratio is 22-78. Due to price differences and

working from home, horeca will not recover completely.

3.465

3.230

Spending on food (excl. tobacco) per capita

13

Business confidence increasing after second lockdown

14Source: CBS

Forecast 2021-2022

Volumegroei per subsector

2020 2021 2022

%-j-o-j mutaties

Retail totaal* -2 -1,5 1,5

- Supermarkten 4,6 -1 -1

- Speciaalzaken in voeding 2,5 -1 -1

- Kleding -19,2 4 7

- Schoenen -17,0 2 4

- Consumentenelektronica 5,7 0 1

- Woonwinkels/meubels 5,8 -4 -1

- Winkels in doe-het zelfartikelen 17,8 -6 0

- Drogisterijen -0,6 0 -1

- Automotive** -6,6 4 3

- Groothandel non-food** -3,0 1 1

- Onlineretail 35,8 20,0 15,0 Bron: CBS, prognoses ABN AMRO Sector Advisory. *Retail totaal betreft zowel offline als online verkopen en inclusief automotive en groothandel non-food. In de ‘fysieke’ branches zit een deel online, namelijk van bedrijven die hun internetverkopen niet apart aan het CBS melden. Internetomzet die apart bij het CBS gerapporteerd wordt, valt onder ‘Online Retail’ in dit overzicht. Hierbij is wel deels sprake van overlap met andere branches. **Bij deze branches gaat om (mutatie in) omzet, bij de andere branches om mutatie in verkoopvolumes. Groothandel non-food is gebaseerd op eerste 3 kwartalen 2020

Source ABN AMRO Sector Advisory

Perspective Retail sector 2021 - 2025

Vooruitzichten

Food Retail

Vooruitzichten

Automotive

Vooruitzichten

Groothandel Non food

Vooruitzichten sector

▪ Verkopen nieuw onder druk (2021

390/m,+9,5%), ca 80% via leasemij

en groei 2e hands

▪ Groei EV (>25% verkoop nieuw)

door subsidiering en mindset

▪ Vanaf 2020: strengere EU-normen

CO2 uitstoot nieuwe modellen

▪ Door elektrisch rijden afname

aftersales. Door 2e hands nog

handhaving omzet

▪ Digitalisering aankoopkanaal en

minder locaties

▪ Toename belemmerende

(lokale)wetgeving

Top of mind ondernemers

▪ Consolidatie in de markt

▪ Vanaf 2021 nieuwe E-modellen

▪ Zorg digitalisering (D2C) en

afname aftersales

▪ Rendement en nieuwe

verdienmodellen (MaaS,

deelrijden, abonnementen)


▪ Strijd handhaving Covid

omzetgroei van 10% door méér

foodservice en delivery

▪ Herstel branchevreemde

concurrenten (niet

supermarkten, out of home).

Maar thuiswerken impact op

serviceshops op trafficlocaties

▪ Toename online, nu 6,5%

marktaandeel, 2025 > 10%

▪ Blijvende druk online op

rendement

▪ Groeiende vraag naar

convenience, gezondheid en

duurzaamheid


▪ Voor margebehoud is

samenwerking in keten nodig

▪ Beperken van (plastic)afval en

foodwaste

▪ Verbeteren van de service

▪ Doorontwikkeling van online

▪ Introductie foodservice


▪ Groei door internationalisering

▪ Concurrentie door platformen

▪ Concurrentie door

transparantie online en D2C

door fabrikanten/merken

▪ Onderscheidend vermogen in

keten door assortiment,

service, opleidingen, voor- en

achterwaartse integratie,

leveringsbetrouwbaarheid en

risico mitigatie in supply chain


▪ Hoe blijf ik onderscheidend in

de keten?

▪ Handelsbelemmeringen VK

▪ Bestaansrecht van afnemers in

de Retail


▪ Forse concurrentie online en

offline (oa ‘Gigantisme’) zet

marges onder druk

▪ Aanhoudende groei online

(30% aandeel totaal)mede

door Covid en buitenlandse

platformen

▪ Afname fysieke locaties:

indikking winkelgebieden en

bedrijfsbeëindigingen

▪ Retour problematiek blijft

▪ Onderscheiden op prijs,

assortiment, service en MVO

▪ Risico spreiding supply chain


▪ Hoe overleef ik en blijf ik

onderscheidend?

▪ Antwoord op online

▪ Fysieke locatie strategie

▪ Inzet van duurzaamheid

▪ Beschikbaarheid goed

personeel

▪ Rendement onder druk

Vooruitzichten

Non food

Perspective Retailsector 2021 - 2025

Vooruitzichten

Automotive

Vooruitzichten





en groei 2e hands







handhaving omzet


minder locaties


(lokale)wetgeving





afname aftersales


















de keten?



de Retail




marges onder druk

▪ Aanhoudende groei online

(30% aandeel totaal)mede

door Covid en buitenlandse

platformen










onderscheidend?




▪ Beschikbaarheid goed

personeel


Vooruitzichten

Non food

Vooruitzichten

Food Retail






concurrenten (niet supermarkten,

out of home). Maar thuiswerken

impact op serviceshops op

trafficlocaties




rendement



duurzaamheid





foodwaste




Perspective Retailsector 2021 - 2025

Vooruitzichten

Food Retail

Vooruitzichten

Automotive

Vooruitzichten





en groei 2e hands







handhaving omzet


minder locaties


(lokale)wetgeving





afname aftersales









concurrenten (niet

supermarkten, out of home).

Maar thuiswerken impact op

serviceshops op trafficlocaties




rendement



duurzaamheid





foodwaste


















de keten?



de Retail




marges onder druk

▪ Aanhoudende groei online (30%

aandeel totaal)mede door Covid

en buitenlandse platformen










onderscheidend?




▪ Beschikbaarheid goed personeel


Vooruitzichten

Non food

Check out: abnamro.nl/retailContact details

Gerarda Westerhuis

Sr. Sectoreconoom Leisure & Retail

[email protected]

06 – 29 09 88 87

mailto:[email protected]

Retail Reloaded: Lasting changes in buying behavior

Danny van den Burg

Retail Lead GfK Nederland

© GfK

Agenda

01-Jun-21 21

Findability

PurposeBalance

Budgeteering

Fluidity

Climate

Change

Recession

COVID-19

Digitalism

Shopper

▪ Insight Summit | GfK Netherlands

© GfK01-Jun-21 22

Findability


27%

strong

change

Shopped

as fast as

possible Different

products

than usual

Shopped in

(specialized)

online stores

1

2

Make a shopping list

for my groceries

Try different products

than I usually buy

Top 2 growing behaviorsnext 12 months

Top 3 drivers

of changePast 12 months

How has last year

changed behavior?

1Shopping as fast

as possible

Top 2 declining behaviorsnext 12 months

2Shopping weekly

groceries online

© GfK© GfK

Online share has made a leap to a new level

Source: Thuiswinkel Markt Monitor Q4 2020; (Thuiswinkel.org, PostNL, Betaalvereniging, iDeal)

01-Jun-21 23

10%

15%

20%

25%

30%

2016 2017 2018 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020

Online share in spending - products

14%

16% 16%

17%

19%

22% 21%

27%

▪ Insight Summit | GfK Netherlands © GfK

© GfK© GfK

Increased importance online visibility across all categories

Source: Thuiswinkel Markt Monitor Q4 2020; (Thuiswinkel.org, PostNL, Betaalvereniging, iDeal)

01-Jun-21 24

Online share in spending 2020

Online share in spending 2019

66% 66% 56% 53% 45% 45% 40% 39% 23% 20% 16% 6%

55% 60% 43% 42% 37% 33% 36% 27% 17% 16% 13% 4%

37%

30%


© GfK© GfK

Online presence is needed to generate growth, both in FMCG and Electronics

Source: GfK Market Intelligence: Sales Tracking, GfK Consumer Panel FY2020 vs FY 2019

01-Jun-21 25

FMCG Supermarkets The Netherlands Sales value growth rate FY 2020 vs FY 2019

+7%vs FY 2019

Pure Online Players

+65%vs FY 2019

+95%vs FY 2019

SupermarketsOnline

SupermarketsBricks

Technical Consumer Goods The Netherlands Sales value growth rate FY 2020 vs FY 2019

+0%vs FY 2019

Pure Online Players

+51%vs FY 2019

+43%vs FY 2019 Omnichannel

Online

Brick & Mortarstores


© GfK

Support omnichannel retail

01-Jun-21 26

Consult Become trustedEducateStand out


© GfK01-Jun-21 27▪ Insight Summit | GfK Netherlands

22%

strong

change

Used food

to improve

my mood Searched for

tips on

healthy living

Special

attention

to mental

wellbeing

1

2

Special attention to

physical health

Moderate ‘bad’

foods and drinks


Top 3 drivers


How has last year

changed behavior?

3Special attention to mental

wellbeing and happiness

Declining behaviorsnext 12 months

1Use food to improve

my mood

Balance

© GfK

Dutch consumers want to get fit And get a fresh new look while doing so

52%

39%

31%

27%

24%

14%

Lose weight

Take up a sport

Invest in a 'fresh' new look

Eat less meat

Meditate / practice mindfulness / yoga

Drink less alcohol

Three aspects you would like to do (Netherlands)

Source: GfK ad hoc study Behavior Change May 2021 NL n= 652

01-Jun-21 ▪ Insight Summit | GfK Netherlands 28© GfK

© GfK

Health and fitness gets a boostSmart workout equipment grows as smart TV takes on fitness

Source: GfK Consumer Life, Tech & Digital Lifestyle 2020 study (Europe = BE, FR, GER, IT, ESP, SWE, UK); GfK Market Intelligence: Sales Tracking 2020


37% sales growth of core wearables(fitness tracker/

smartwatch) in 2020

European consumers plan to buy smart workout equipment in next 1-2 years14%

brought its Health Platform to smart TVs

with free content & instruction videos from top fitness/

meditationapps

© GfK

© GfK

Apps are transforming health and fitnessGen Z and Millennials are leading the adoption

Source: GfK Consumer Life, Tech & Digital Lifestyle 2020 study (Europe = BEL, FR, GER, IT, ESP, SWE, UK)

27

9

12

12

25

9

11

9

17

5

6

5

12

5

5

3

7

3

0

1

Gen Z Millennials Gen X Boomers Pre-Boomers

Nutrition tracking

Sleeptracking

Monitoring vitals (blood pressure,

glucose, etc.)

Exercise/fitness tracking

apps used past 30 days

Between Q1 & Q2 2020,

health/fitness app downloads grew

by 25% in Europe


© GfK

Anticipate on shoppers' desire to get fit

01-Jun-21 31

InspireInformFocus



19%

strong

change

Looked to

others for

inspirationBuy brands

that promote

social

equality

Switch

to local

products

1

2

Stop buying a product

because of amount

of packaging

Effort to buy

environmentally

friendly products


Top 3 drivers


How has last year

changed behavior?

3Effort to buy products that

care for animals

Purpose

© GfK

Environmental concerns are risingBeing green serves as a badge of honour

Source: GfK Consumer Life Global 2020 (Europe = BE, FR, GER, IT, ES, SWE, UK, RUS)


2016 2018 2020

#23

22

19

16#15Preserving the Environment

Helping to preserve nature(rank)

#15 personal value (out of 57) in 2020 in Europe,

up 8 ranks from 2016,

Up in 21 countries around the globe surveyed in 2020-5 pts

+10 pts

GfK Green Gauge Global 2020 (Europe = BE, FR, GER, IT, ES, SWE, UK, RUS)

© GfK

© GfK

Relayed responsibility Manufacturers are expected to act, but businesses hardly trusted

01-Jun-21 ▪ Insight Summit | GfK Netherlands

Source: GfK Who Cares Who Does 2020 EU-10

Believe environmental claimson labels/advertising

Trust claims companies make about their business practices related to

the environment

35%

25%

34© GfK

© GfK

The sustainability paradox An ongoing battle of energy efficiency versus performance

Source: GfK Consumer Life 2020, (Western Europe = BE, FR, GER, IT, ES, SWE, UK); GfK Market Intelligence: Sales Tracking, EU 10: AT, BE, DE, ES, FR, GB, IT, NL, PT, SE, units %, MDA 5: Washing Machines, Tumble Dryer, Fridges, Freezers, Cooking; Value sales share % 2015 vs 2020

7% 5% 5%

11%2% 2%

49%

29% 28%

19%

30% 30%

13%

33% 34%

2013 2019 2020

A+++

A++

A+

Other

A

European major domestic appliances market: energy label development (units)

Refrigerators > 500l22% (2015)

27% (2020)

Washing machines > 9kg

Cooking > 70l

Increasing need for convenience and performance

17% (2015)

41% (2020)

23% (2015)

50% (2020)

(Value sales%)


© GfK

Act to preserve the environment

36

Make it visibleUnite to build scaleDon’t ignore

01-Jun-21 ▪ Insight Summit | GfK Netherlands © GfK


17%

strong

change

Shopped at

different

times Shopped in

different

stores

Ordered

more

delivery and

takeaway

1

2

Shopping at different stores

Shopping at different times


Top 3 drivers


How has last year

changed behavior?

1 Less snacking

Top 2 declining behaviorsnext 12 months

2Less meal delivery /

takeaway

Fluidity

© GfK

New habits create new opportunities

Source: GfK Pick-up & Delivery monitor NL 2021. Source: Consumer Insights Engine, consumer panel 2020 vs. 2019


Up to 64% will continue to

regularly work from home after

the restrictions.

Targeted shopping Number of shops visited before tech purchase

88,647 95,349

57,551

79,073

Q1 - 2020 Q1 - 2021

# Occasions (x 1000 orders)

+ 37%

+ 8%-13%

- 9%

Offline

Online

Trips per buyerFMCG

-4%

© GfK

Delivery

Pick-up

© GfK

@home creates opportunities


@home

Eat@home

Office@home

Entertain@home

© GfK© GfK

© GfK

Pandemic-borne pockets of growth for 2021


PeripheralsNotebooks

Monitors Espresso machinesTablets

Large TVs Gaming

Audio

Smartphones

1H ‘21 2H ‘21 2022

Extension and upgrades

Hygiene, Health & Well-being

Sport Travel/ Out of home

Work@home

Entertain@home

Content Subscriptions

Feezers Kichen machines Espresso machines

Extension and upgradesEat@ home

Food - delivery

Activity trackers

© GfK

© GfK

Be ‘fluid’ in your market approach

01-Jun-21 41

Grab & EmbraceInnovateAdapt



14%

strong

change

Products

with a special

lifestyle benefit

for me Pamper with

premium

Special

attention to

quality

1

2

Try to shop in stores

with best promotions

Pay special attention

to quality


Top 3 drivers


How has last year

changed behavior?

3Try to keep the total amount

of my basket low

Budgeteering

© GfK

Value for money is by no means the only choice factor in Food: health, natural and safety important

18%

23%

41%

42%

47%

Hygienic / safe product

Is natural, contains no artificial colours

Is on promotion

Good value for money

Healthy / not harmful to health

Food & Beverages | Buyer in % | Top 3 reasons

Source: GfK Shopper Navigator New Normal Sept 2020 NL


Top 5 choice factors…

© GfK

© GfK

In electronics we are willing to spend more for richerexperiences and products that make our lives easier


Performance

Simplification

Premium

© GfK

© GfK

Take account of the polarization of needs by facilitating budget and added value shopping

01-Jun-21 45

Facilitate budget

engineered shopping

Added value Private Label

and Hard Discount offering

Communicate

Benefits


© GfK

Conclusion

01-Jun-21 46

Findability

PurposeBalance

Budgeteering

Fluidity

Climate

Change

Recession

COVID-19

Digitalism

Shopper


© GfK 47

Contact details


Danny van den Burg

Retail Sales Lead

+31(0)6 53 19 43 20

[email protected]

© GfK

How did Covid impact future brand management?Key learnings of what we have

seen in multiple markets

Ilse van Velden

Commercial Lead – Consumer Panel

© GfK

Already living in a VUCA world, COVID-19 accelerated some trends

▪ Insight Summit | GfK Netherlands 49

Volatile

Uncertain

Complex

Ambiguous© GfK01-Jun-21

© GfK

Previous crisis’s have shown that contraction periods can boost PL within FMCGPrivate Label jumped a level during the credit crunch and was retained afterwards and supported prior long term study

Source: Europanel Consumer Index - countries


26

27

28

29

30

31

32

33

34

35

PRIVATE LABEL VALUE SHARES WESTERN EUROPE

Q1’06 Q1’09 Q1’10 Q1’11 Q1’12Q1’08Q1’07Source: Lamey, Deleersnyder, Dekimpe, and Steenkamp

(2005). Based on Belgium1983-2004, USA 1971-2003, Germany

1975-2002, UK 1980-2003

Food price inflation

reached nearly 8%

in 2008

Note that PL growth is systemically related to business cycles!

The market behaviour perpetuates this result:

Retailers’ behaviour is countercyclicalBrand manufacturers’ behaviour is cyclical

Growth in expansion years: 2.3%Growth in contraction years; 7.7%

© GfK

Past crises more unidimensional and led to clearly defined rallying criesThis is different


9/11

Natural

disasters

Great

recession

COVID - 19

SecurityResources

(food, etc.)Economy

Health /

Emergency /

Services

Other

TBD

?

© GfK01-Jun-21 ▪ Insight Summit | GfK Netherlands 52

It turned the world upside down and changed shopping behavior overall

© GfK© GfK

of consumers changed their FMCG shopping behaviour due to COVID-19

83%

Source: GfK Consumer pulse 2020, average of DE, IT, FR, GB, NL, BE, CZ


© GfK

Lower purchase frequency impacted buying opportunities for brands


11%

8%

2%

-5%

17%

-6%

Value Volume Foodinflation

Frequency Basket Size Promotionvalue

Western Europe FMCG market development 2020 vs 2019

Source: Europanel FMCG Consumer Index & Barometer , inflation from Eurostat | GfK Consumer Panel – The Netherlands *NL Promotion universe based on 10 Dutch Supermarkets Total Promotion value comparison

(Promo Share = -0.5%)

9%

6%

3%

-4%

13%

8%

Value Volume Foodinflation

Frequency Basket Size Promotionvalue*

NL FMCG market development2020 vs 2019

© GfK01-Jun-21 55

Category shopping frequency increased, due to which brand loyalty dropped...

Source: BG20 3587 TOP 10 category brands in Germany, Ireland, Spain and UK


8.6

46.8

9.2

45.2

Average category frequency Average brand loyalty %

2019 2020

© GfK© GfK

of consumers purchased TCG products sooner than originally planned

18%

Source: GfK Consumer Insights Engine Q2-Q4 2020 EU5, IN,CN, BR, JP, RU, NL, BE, SK Categories : Dishwasher, Washing machine/ Washdryer, Tumbledryer Refrigerator/Freezer, El. Kettle, Hot Bev. Makers, Vacuum Cleaner, Microwave Oven, Shaver/Trimmer, Mobile Phones (Smartphones), Laptop/Notebook, Tablet, Printer, TV, Gaming Consoles

69% had no change in purchase plans


© GfK

Staying @home still drives demand inTech & Durable

Source: GfK Market Intelligence: Sales Tracking, Value & growth 2021 vs 2020, CE includes Multifunctional Technical Devices and SDA includes Personal Diagnostics | NL


Sales Value EUR% / YTD April 2021

Consumer Electronics Information

Technologies

Small Domestic Appliances

Telecom

Major Domestic Appliances

Photo

-5%

0%

5%

10%

15%

20%

25%

30%

- 100 200 300 400 500 600 700 800 900 1,000

Gro

wth

Rat

e +

/-

Sales Value (*M)

Millions

Sales Value EUR% / YTD April 2021

TCG average

€537 million

TCG average

+11%Jan-Apr 2021

© GfK

Within SDA 22% growth for Health & Well-being PGs

Source: Product groups included for Well-being: BPM, Digital Thermometer, Personal Scales, Hot Air Fryers, Juicers/Presses, Liquidizers, Air Treatment, Water filter, Dental Care, Personal Care: Hair Stylers, Hair Dryers, Hair clippers, Shavers, El. Cosmetics YTD: Jan-Mar 2021 vs 2020


29%

15%

56%1312126

25

Well-Being

Personal Care

Rest of SDA

Air treatment

Dental Care

Water Filter

Liquidizers

Fryers

Juicer/Presses

Personal Scales

Blood Pressure Monitors

Digital Thermometers

Sales Value Mio US $

Value Growth for Steam in Washing machines which is 26% of washing

machines. Steam kills bacteria aspect elevates Hygiene notion+85%

© GfK

But Covid or no Covid, crisis or no crisis Penetration remains KING!

Source: Europanel Barometer – 1034 categories in France, Germany, Italy, Spain and UK


To maximize choice at shelf

Advertise Innovate

Drive physical (and

mental) availability

Provide value for

money

© GfK

Local/Global FMCG Brands biggest penetration gainsPenetration growth 2020 vs 2019

Source: GfK Consumer Panel & Europanel – GfK – Kantar Brand Footprint report 2020 vs 2019


1. Dettol

2. Lifebuoy

3. Vim

4. Maggi

5. Oreo

6. Heinz

7. Palmolive

8. Lay’s

9. Barilla

10. Coca-Cola

+5.3%

GlobalNL

+2.2%

+1.9%

+1.9%

+1.5%

+1.3%

+0.9%

+0.8%

+0.8%

+0.8%

1. Chicken Tonight

2. Sanicur

3. Milka

4. Dettol

5. Flora

6. Ranja

7. Délifrance

8. Olav’s

9. Multy

10. Oreo

+11.2%

+10.6%

+9.9%

+8.6%

+7.9%

+6.6%

+6.3%

+6.1%

+6.1%

+6.0%

© GfK

© GfK01-Jun-21 ▪ Insight Summit | GfK Netherlands 61

The battle continues, but not everywhere to the same extendWhilst PL share was slightly down in WE, it still increases in many

countries, however driven by the rise of discounters

Source: Europanel – GfK – Kantar Omnichannel report

3.5

2.52.2

2.0 1.9

1.1 1.1 1.1 1.0 0.9 0.9 0.8 0.7 0.6 0.6 0.5 0.3 0.3 0.3 0.3 0.2 0.1 0.0

-0.1 -0.2 -0.5-0.8

© GfK

Target Group Management Focus on the relevant buyers and actual user groups in the market and activate their potential

Distribution

Decide on how to win the battlePrice-Promo Management

Brand / Product Assortment

The ability to identify relevant trends

Innovation & Trends

Ensure Mental availability and find winning concepts to attract and activate consumers

Communication

Define how you want to reach your target group in multiple ways

People

The ability to distinguish themselves from their competitors and the ability to adapt to changed circumstances quickly


Define consumer choice and create distinction

Agility

© GfK

The ability to identify relevant trends and barriers and act on them

Source: BG20 27 countries in Europe, USA and Latam 30.000 brands, 2015-2018, Innovation = new brand/sub-brand, renovation = new size/type/flavour


Innovation & Trends

Although true innovations are the minority of new launches, they are worth much more to the brand

Average share of brand for innovations vs

renovations45% more Number of innovations

18% more Number of renovations

2020 vs 2019 top share winners vs. bottom share losers*

Many brands ‘won’ in 2020, but the real winners in share terms were the ones who had been innovating

© GfK

The ability to identify relevant trends and barriers and to act on them


Let's clean up!

# wear the change

Innovation & Trends

© GfK

Decide on how to win the battle

Source: BG20 3587 TOP 10 category brands in Germany, Ireland, Spain and UK. Premium brand at least 60% above category priceSource: BG20 19886 TOP 10 category brands in 19 countries


BUT ...

In the 6 years to 2019 the average share for a premium brand dropped in nearly all major category segments

Between 2019 and 2020 the premium brand sector has still been showing growth despite Covid-19

Price-Promo Management

© GfK

Be visible for shoppers in & out of the store, surprise and seduce them

Source: Media Hologram YouTube | House of Rituals - Amsterdam


Price-Promo Management

https://www.youtube.com/watch?v=eCtauTKMLYI

© GfK

How you want to reach your target group

Source: Based on GfK and Kantar Household panels in France, Germany, Italy, NL, Spain and UK Source: GXL – Age 13+ years


As we know, online market shares increased dramatically in 2020 but once at the higher level, shares have stabilized

Distribution

Also increase of the visits of online shops after start corona and remains on a higher level

Monthly average VisitsOnline shops

© GfK

Expand your distribution for example with listing at discounters

Source: Europanel study of 277 discounter listings in 5 countries | Facebook Lidl Nederland


For the right brand, discounter listings can be win-win

Distribution

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If shoppers have a memorable positive experience

58%

Source: GfK Brand Architect Framework


they have a higher market share than average

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What consumers think of brands in a category has a strong influence on private label share

Source: Europanel Global Private Label Study


78 74 7486

138130 130 134

How muchadvertising

Value for money Brand trust How muchinnovation

Private label share index

High Low

PL share is lower in categories where

shoppers think that brands:

AdvertiseProvide good value

Are trusted Innovate

Maintain the investment

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Welcome


Contact details

Ilse van Velden

Commercial Lead – Consumer Panel

+31 6 542 585 68

[email protected]

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