insights on the romanian fmcg market · © gfk 2015 | romanian consumer – market insights |...
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1 © GfK 2015 | Romanian Consumer – Market Insights | Prepared for the Austrian Embassy
Prepared for the Austrian Embassy
Flavia Florea I Key Account Executive I GfK Consumer Panel Services
May 7th 2015 | Austrian Embassy Presentation
INSIGHTS ON THE
ROMANIAN FMCG MARKET
2 © GfK 2015 | Romanian Consumer – Market Insights | Prepared for the Austrian Embassy
Agenda
International scene
About the Romanian consumer
1
2
3 © GfK 2015 | Romanian Consumer – Market Insights | Prepared for the Austrian Embassy
Europanel 2014 powered by GfK and Kantar Worldpanel, Global and regional totals are the barometer countries in this report: France, Germany, Italy, NL, Spain, UK, Poland, Russia, USA,
Brazil, Mexico, China, India and Japan
No more spectacular growth in the FMCG market Descending trends
2013
FMCG
Markets
are flat in
W Europe /
USA
20%
15%
10%
5%
0%
-5%
[in %]
USA W Europe Global
3,3%
2,6%
12,1%
4,4%
-0,8%
3,3%
30%
20%
10%
0%
-10%
-20%
40%
E Europe Asia Latam
2013
Consumer
spend
more on
FMCG
in Asia,
Latam,
E-Europe
11,9%
5,9%
20,9%
18,2%
2,5%
11,9%
2008 2009 2010 2011 2012 2013 2014
4 © GfK 2015 | Romanian Consumer – Market Insights | Prepared for the Austrian Embassy
Europanel 2014 powered by GfK and Kantar Worldpanel, Global and regional totals are the barometer countries in this report: France, Germany, Italy, NL,
Spain, UK, Poland, Russia, USA, Brazil, Mexico, China, India and Japan
The existing growth comes only as a result of price inflation Saturated markets
15
10%
5
0%
-5
Value growth mainly driven by Inflation
USA W Europe Global
4,8% -0,6%
9,6%
5,5% 2,3%
3,5%
20%
15%
10%
5%
0% E Europe Latam Asia
8,7%
6,5%
15,1%
13,0%
8,0%
4,1%
2008 2009 2010 2011 2012 2013 2014
5 © GfK 2015 | Romanian Consumer – Market Insights | Prepared for the Austrian Embassy
In Romania growth is coming from volume Market is not saturated, still room for growth
Source: GfK Consumer Panel Services, * 2014 vs 2013 FMCG all categories including Fresh & Home Made, **Price Inflation Food Index – Eurostat
+2% value growth
-1.4% Food inflation
-1.4% Down Trade
+4.5% Volume growth
6 © GfK 2015 | Romanian Consumer – Market Insights | Prepared for the Austrian Embassy
Confidence in the future returns to value before the crisis Political scene plays a very important role
-80
-70
-60
-50
-40
-30
-20
-10
0
10
20
ian.-
08
mar.
-08
mai.-0
8
iul.-0
8
sep.-
08
nov.-
08
ian.-
09
mar.
-09
mai.-0
9
iul.-0
9
sep.-
09
nov.-
09
ian.-
10
mar.
-10
mai.-1
0
iul.-1
0
sep.-
10
nov.-
10
jan.-
11
mar.
-11
mai.-1
1
iul.-1
1
sep.-
11
noi.-1
1
ian.-
12
mar.
-12
mai-12
jul.-1
2
sep.-
12
nov.-
12
ian.-
13
mar.
-13
mai.-1
3
jul.-1
3
sep.-
13
nov.-
13
jan.-
14
mar.
-14
May-1
4
Jul-14
Sep-1
4
nov. 14
Jan-1
5
Mar-
15
UE
Bulgaria
CzechRepublic
Hungary
Poland
Romania
Slovakia
Germany
Source: GfK Omnibus, Consumer Confidence Barometer. The consumer confidence indicator is calculated based on answers to the questions on the financial situation of households, the general economic situation, unemployment expectations and savings, all over the next 12 months.
Base: National 15+ (Ian 08 – Mar 14); ~1000 respondents (all) /wave; %
7 © GfK 2015 | Romanian Consumer – Market Insights | Prepared for the Austrian Embassy
Romanian spend nearly half of their budget on Food&Beverages More than triple in comparison with the Austrians
* incl. alcoholic beverages and tobacco
Household-Budget Distribution
8 © GfK 2015 | Romanian Consumer – Market Insights | Prepared for the Austrian Embassy
Growth is coming from the Food and Home Care segments Frequency drives growth
Source: GfK Consumer Panel Services I Calculation based upon FMCG all categories, Home Made is included
9 © GfK 2015 | Romanian Consumer – Market Insights | Prepared for the Austrian Embassy
Modern Trade formats continue their growth Frequency is also the main driver
Source: GfK Consumer Panel Services I Sample 3,000 hhs nationwide representative
1,7
5,0
-1,8
FMCG Evolution In-home Consumption
[Value Change %]
JanDec-14 vs. JanDec-13
Total Country Modern Trade Traditional Trade
10 © GfK 2015 | Romanian Consumer – Market Insights | Prepared for the Austrian Embassy
50 47 46
2 2 8 9 9
15 13 14
26 28 27
2012 2013 2014
Hypermarkets
Supermarkets
Discounters
Cash & Carry
Modern Proximity Stores
Traditional Trade
Modern Trade is covering up to 54% within total expenditures Smaller formats are the winners
53.6% Modern
Trade Till Roll
Value share %
Source: GfK Consumer Panel Services based on till roll
+
11 © GfK 2015 | Romanian Consumer – Market Insights | Prepared for the Austrian Embassy
Money start to shift in-between modern retailers Modern Proximity and Discounters the gain most
GfK Romania I 3,000 households panel I Jan-Nov 2014 vs. Jan-Nov 2013 I Gain & Loss Analysis FMCG basket
SUPERMARKETS
DISCOUNTERS
MODERN PROXIMITY STORESHYPERMARKETS
TRADITIONAL TRADE
Traditional trade remains key source of money for Modern
Trade development. Nevertheless, contrary to previous years,
the interaction between modern trade formats becomes more
intensive with modern proximity stores key gainers from other
formats (attribute proximity). Discounters are a threat for
Supermarkets & Hypermarkets.
12 © GfK 2015 | Romanian Consumer – Market Insights | Prepared for the Austrian Embassy
Private labels continue with their development, covering 14% of
the total value of the FMCG market
Total FMCG Promo
Value Share %
Total FMCG Private Labels
Value Share % 13.8%
2014 vs 12.4% 2013
20%
Food 19% PL
Personal Care 11% PL
Home Care 9% PL
Private Labels
Value Share %
13 © GfK 2015 | Romanian Consumer – Market Insights | Prepared for the Austrian Embassy
What we learn about the consumer
Consumer Confidence Index return to pre-crisis values
Purchase frequency increased by 7%
Growth is sustained by volume and not price absorption
20% of total FMCG value is sold in promotion
For 80% of Romanians shopping is a pleasure
14 © GfK 2015 | Romanian Consumer – Market Insights | Prepared for the Austrian Embassy
Top FMCG brands across Europe
Romania
Austria
Netherlands
Russia
France
Spain
Sweden
Germany
Hungary
United Kingdom
Source: GfK Consumer Panel Services and Europanel | Jan-Dec’12
15 © GfK 2015 | Romanian Consumer – Market Insights | Prepared for the Austrian Embassy
THANK YOU FOR YOUR ATTENTION!
Flavia Florea
Key Account Executive | Consumer Panel Services
3 George Constantinescu | Upground BOC Building 6th floor| District 2
www.gfk-ro.com
T: +40 21 205 5500| M: +40 75 331 3776
Follow GfK Romania on www.facebook.com/gfkromania
http://www.gfk.com