western european fmcg report - nielsen western... · western european fmcg report q2 2017 ... vs...
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TOTAL EUROPE (DE/UK*/FR/ES/IT/NL/BE/PT/AT/NO*/CH*)
BY COUNTRY I LATEST 52 WEEKS
WEEK ENDING 18/06/2017
WESTERN EUROPEAN FMCG REPORT
Q2 2017
*EXCLUDES DISCOUNTERS
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EXECUTIVE SUMMARY
• In Western Europe, the 11 countries total FMCG
size is 537 Billion EUR • The overall trend in units is now flat for all markets,
driven by declines in DE, UK, FR & BE
• Value Growth is +1,2%, which is continued to be
driven by higher unit prices* (+1,2%)
• Biggest growth drivers of FMCG growth are: • 56% thru Fresh Food and Alcoholic Beverages
• 52% of growth thru Germany, UK and Spain
• Other Manufacturers (56%)
• Private Label (46%)
• 100% of the growth is driven by NON-Promo Sales
• Top 10 FMCG manufacturers are continuing
losing value share
MANUFACTURER HIGHLIGHTS
ABSOLUTE GROWTH
VS YAGO
1. COCA-COLA
2. AB INBEV
3. HEINEKEN
4. L’ORÉAL
RANKING VALUE
SHARE
1. NESTLÉ
2. UNILEVER
3. PROCTER & GAMBLE
4. COCA-COLA
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WESTERN EUROPE IS GROWING IN VALUE
+6,4 BILLION EUR
TOTAL EUR MARKET SIZE IS
537 BILLION EURO
52% GROWTH
COMING FROM
GERMANY, UK
AND SPAIN
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-0.1%
BUT VOLUMES UNDER PRESSURE IN SOME KEY MARKETS (GERMANY, UK, FRANCE)
1.2% 0.8% 1.0% 0.6% 1.3% 3.0% 2.1% 1.0% 2.8% 3.3% 3.4%
TOTAL FMCG
% CHANGE UNIT VALUE % CHANGE UNITS % CHANGE VALUE
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FRESH FOOD & ALCOHOLIC BEVERAGES ARE DRIVING THE VALUE GROWTH
EUROPE (11 MARKETS)
% CHG. VALUE VS. YEAR AGO EUROPE (11 MARKETS)
VALUE € (BILLION)
TOTAL EUR MARKET SIZE IS 537 BILLION €
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MOST OF THE CATEGORY GROWTH IS ALSO DRIVEN BY HIGHER UNIT PRICES
1.2% 1.9% 0.4% 1.4% 1.4% 2.4% 0.1% 2.6% -0.7% 0.1% -0.3%
TOTAL EUROPE (11)
3.5%
% CHANGE UNIT VALUE % CHANGE UNITS % CHANGE VALUE
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MAT Q2
2016
MAT Q2
2017
VALUE GROWTH IS HAPPENING WITHING FOOD CATEGORIES
56% OF GROWTH IS
DRIVEN BY FRESH FOOD
AND ALCOHOLIC BEV.
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391 398
123 123
MAT Q1 2016 MAT Q1 2017
VALUE (NO PROMO)
VALUE (ANY PROMO)
NON PROMO SALES ARE INCREASING FASTER THAN PROMO SALES
TOTAL EUROPE (DE/UK/FR/ES/IT/NL/BE/PT/AT/NO/CH)
BY COUNTRY I LATEST 52 WEEKS I WEEK ENDING 18/06/2017
TOTAL EUROPE* (11)
**FR =EXCL E-COMMERCE & DISCOUNTERS, ***AT=EXCL DISCOUNTERS AND SMALL SUPERETTES, ****UK=GROCERY/MULTIPES
% VALUE SALES WITH PROMOTION (ANY)
+0.1%
+1.6%
+6.4 BILLION EUR
>100% OF GROWTH
MAT Q2 2016 MAT Q2 2017
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TOP 10 PLAYERS REPRESENT JUST OVER 17% OF FMCG SALES
TOTAL SWITZERLAND
BY COUNTRY I LATEST 52 WEEKS I WEEK ENDING 18/06/2017
EXCLUDES DISCOUNTERS
TOP 10 MANUFACTURERS (17,1%)
SHARE OF VALUE SALES (IN %)
TOTAL EUROPE (DE/UK/FR/ES/IT/NL/BE/PT/AT/NO)
BY COUNTRY I LATEST 52 WEEKS I WEEK ENDING 18/06/2017
UK & NO EXCLUDES DISCOUNTERS
TOP 10 MANUFACTURERS (12,6%)
SHARE OF VALUE SALES (IN %)
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MA
T Q
2 2
01
6
MA
T Q
2 2
01
7
NO GROWTH FOR THE TOP 10
TOTAL EUROPE (DE/UK/FR/ES/IT/NL/BE/PT/AT/NO)
BY COUNTRY I LATEST 52 WEEKS I WEEK ENDING 18/06/2017
UK EXCLUDES DISCOUNTERS
“Other manufacturers” drive 56% of the growth
WATERFALL - EUROPE (10)
ABSOLUTE VALUE CHANGE VS MAT YAGO - MILLION EUR €
VALUE SHARE AND %PTS CHANGE
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TOP 25 MANUFACTURES & WINNING 25
Ranking based on Value Share Ranking based on ABS Value Change vs MAT Q2 2016
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SMALLER MANUFACTURERS
GROW FASTER
TOTAL FMCG IN SWITZERLAND % Value change MAT Q2 2017 vs. 2016
So
urc
e: N
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Reta
il P
an
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Size is not
necessarily an
advantage anymore !
The market place is getting
more and more
fragmented.
The Long Tail is getting more
important.
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FR & CH, ONLY MARKETS WHERE PRIVATE LABEL DOESN’T DOMINATE THE GROWTH….(It is even declining in FR)
TOP 5 MANUFACTURERS ABSOLUTE VALUE GROWTH PER COUNTRY
1. Private Label 2. Coca-Cola 3. AB Inbev 4. Heineken 5. L’Oréal
1. Private Label 2. AB Inbev 3. Diageo 4. L’Oréal 5. Coca-Cola
1. Heineken 2. Carlsberg 3. Andros 4. AB Inbev 5. Sodebo
1. Private Label 2. Coca-Cola 3. L’Oréal 4. Ornua Foods 5. Mondelez
1. Private Label 2. Mahou San Miq. 3. Pescanova 4. L’Oréal 5. Heineken
1. Private Label 2. Heineken 3. Gruppo Colossi 4. Bolton Group 5. Kelly Deli
1. Private Label 2. Unilever 3. AB Inbev 4. Coca-Cola 5. Heineken
1. Private Label 2. Coca-Cola 3. AB Inbev 4. Spadel 5. Ferrero
1. Private Label 2. Unicer 3. Heineken 4. Unilever 5. Sumal + Compal
1. Private Label 2. Heineken 3. Coca-Cola 4. Ferrero 5. Berglandmilch
1. Private Label 2. Carlsberg 3. Red Bull 4. Arla Foods 5. Pepsico
UK
FR
AN
CE
GE
RM
AN
Y
SP
AIN
ITA
LY
NE
TH
ER
LA
ND
S
AU
ST
RIA
NO
RW
AY
PO
RT
UG
AL
BE
LG
IUM
EU
RO
PE
*
SW
ITZ
ER
LA
ND
1. Private Label 2. Feldschloesschen 3. Innocent 4. Coca Cola 5. Sephora
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 14
APPENDIX
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11 COUNTRIES COVERAGE
CHANNELS – Total Coverage of locally measured FMCG channels by Nielsen = >95%
FMCG CATEGORIES – LIKE FOR LIKE FOOD & NON-FOOD CATEGORIES ACROSS THE 11 MARKETS
EXCLUDING: TOBACCO, FRESH VARIABLE WEIGHT, TOYS, CLOTHS, HARD WARE, ELECTRONICS, BOOKS, MAGAZINES, WINES, CANDLES etc (for complete overview by country ask your
Nielsen representative)
UK, FRANCE, GERMANY, ITALY, SPAIN, PORTUGAL, NETHERLANDS,
NORWAY, BELGIUM, AUSTRIA, SWITZERLAND
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WESTERN EUROPEAN FMCG REPORT
X Total Coverage of locally measured FMCG channels by Nielsen = >95%
Tobacco has been excluded
TOTAL FMCG COVERAGE AT COUNTRY LEVEL
DRUG DISCOUNTERS HYPERMARKETS
>2500m2
LARGE
SUPERMARKETS
1000-2500m2
SMALL
SUPERMARKETS
400-1000m2
TRAD./
SUPERETTES
<400m2
LIQUOR
STORES E-DRIVE
UK ✓ X ✓ ✓ ✓ ✓ ✓ NA
FRANCE NA ✓ ✓ ✓ ✓ NA NA ✓
GERMANY ✓ ✓ ✓ ✓ ✓ ✓ NA NA
ITALY ✓ ✓ ✓ ✓ ✓ ✓ NA NA
SPAIN ✓ ✓ ✓ ✓ ✓ ✓ NA NA
BELGIUM ✓ ✓ ✓ ✓ ✓ ✓ NA NA
NETHERLANDS ✓ ✓ ✓ ✓ ✓ ✓ ✓ NA
AUSTRIA X ✓ ✓ ✓ ✓ ✓ NA NA
PORTUGAL ✓ ✓ ✓ ✓ ✓ ✓ NA NA
NORWAY NA NA ✓ ✓ ✓ ✓ NA NA
SWITZERLAND NA NA ✓ ✓ ✓ ✓ NA NA
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.