zucchini regular analysis year to 04/10/2014. copyright ©2012 the nielsen company. confidential and...
TRANSCRIPT
ZUCCHINI REGULAR ANALYSISYEAR TO 04/10/2014
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1. Market Overview
2. Demographics
3. Retail Health Situation by State
Agenda
This analysis is part of a vegetable consumer purchase data project funded by HAL using the vegetable levy and matched funds from the Australian Government.
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HIGHLIGHTS
RECOMMENDATIONSArrest overall buyer reduction especially where it is more pronounced among families. Reinforce Zucchini’s place in dinner repertoires and family meals(Colmar Brunton Aug ‘14).
Coles and WW need to improve conversion levels for Zucchini relative to other vegetables. Focus recipe and meal suggestions within Traditional Australian and Italian cuisines where it is more preferred (Colmar Brunton Aug ‘14).
Given the importance of the Eastern Seaboard, investigate potential sourcing or distribution constraints in this region as well as consistency of product quality.
The value market share of Zucchini has grown while the volume market share has declined slightly compared to last year. The number of buying households has declined, however, their average $ spend is up likely due to inflationary pressures this year.
Senior and Established Couples are the key buyers for Zucchini and account for 44% of the volume sales. However, they have decreased their consumption compared to last year.
Larger households are the key buyers for Zucchini and account for more than half of it’s volume sales. All household groups have contributed to the decline in the buyer base of Zucchini this year.
All retailers except IGA have grown in terms of value sales of Zucchini this year. However, Woolworths, Coles, IGA and Non-supermarkets declined in volume sales as compared to last year.
More than 57% Woolworths shoppers who buy Zucchini, prefer to purchase it at Woolworths stores, whereas this conversion rate is only at 47% for Coles.
Household reach of Zucchini declined across all states except in WA.
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Market OverviewZucchini
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Share of Market VolumeTotal VegetablesAustralia
Share of Market ValueTotal VegetablesAustralia
Zucchini represents 2.3% of volume and value market share this year. Its value market share has grown while the volume market share has declined slightly compared to last year.
Source: Nielsen Homescan
Last year This year
21.6% 21.5%
23.0% 22.5%
10.5% 10.9%
11.0% 10.7%
10.4% 10.1%
5.5% 5.4%
5.6% 5.8%
4.6% 5.2%3.1% 3.2%2.1% 2.3%2.5% 2.3%
Last year This year
38.2% 38.6%
12.1% 11.2%
4.8% 4.5%
13.9% 14.6%
4.4% 3.9%3.8% 4.2%3.0% 3.1%2.3% 2.5%7.9% 7.6%7.5% 7.4%
2.1% 2.3%
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7T. Vegetables T. Zucchini Cucumbers Carrots Sweet Corn Cauliflower Celery
357.9
11.7 16.8 18.0 13.7 11.9 8.6
380.9
13.9 19.6 18.2 13.7 13.9 9.3
T. Vegetables T. Zucchini Cucumbers Carrots Sweet Corn Cauliflower Celery
99.6
65.080.1
94.4
55.263.9 69.1
99.7
63.1
80.794.3
53.660.8 66.4
How many Households buy
annually?
How much (Kg) do they buy per year?
How much ($) do they spend per year?
This YearLast year
Source: Nielsen Homescan
Zucchini lost 149,543 buying households this year coupled with a decrease in consumption. However, the average spend has increased substantially compared to last year.
T. Vegetables T. Zucchini Cucumbers Carrots Sweet Corn Cauliflower Celery
89.4
3.4 6.2 9.93.3 2.3 2.0
88.2
3.3 5.8 10.23.2 2.3 2.1
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How much ($) do they spend per occasion?
How much (Kg) do they buy per occasion?
How often do they buy annually?
Source: Nielsen Homescan
The decline in consumption is driven by a drop in volume per trip compared. However, the expenditure per shopping visit is up. No change can be seen in number of trips for Zucchini.
This YearLast year
T. Vegetables T. Zucchini Cucumbers Carrots Sweet Corn Cauliflower Celery
50.5
6.8 10.1 11.45.3 5.0 5.1
50.7
6.8 9.9 11.35.2 5.0 4.8
T. Vegetables T. Zucchini Cucumbers Carrots Sweet Corn Cauliflower Celery
1.77
0.500.61
0.880.63
0.46 0.40
1.74
0.480.59
0.90
0.620.45 0.43
T. Vegetables T. Zucchini Cucumbers Carrots Sweet Corn Cauliflower Celery
7.09
1.74 1.66 1.582.59 2.39
1.69
7.51
2.06 1.98 1.612.65 2.75
1.95
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9Source: Nielsen Homescan
4 W
/E 0
3/11
/201
2
4 W
/E 0
1/12
/201
2
4 W
/E 2
9/12
/201
2
4 W
/E 2
6/01
/201
3
4 W
/E 2
3/02
/201
3
4 W
/E 2
3/03
/201
3
4 W
/E 2
0/04
/201
3
4 W
/E 1
8/05
/201
3
4 W
/E 1
5/06
/201
3
4 W
/E 1
3/07
/201
3
4 W
/E 1
0/08
/201
3
4 W
/E 0
7/09
/201
3
4 W
/E 0
5/10
/201
3
4 W
/E 0
2/11
/201
3
4 W
/E 3
0/11
/201
3
4 W
/E 2
8/12
/201
3
4 W
/E 2
5/01
/201
4
4 W
/E 2
2/02
/201
4
4 W
/E 2
2/03
/201
4
4 W
/E 1
9/04
/201
4
4 W
/E 1
7/05
/201
4
4 W
/E 1
4/06
/201
4
4 W
/E 1
2/07
/201
4
4 W
/E 0
9/08
/201
4
4 W
/E 0
6/09
/201
4
4 W
/E 0
4/10
/201
4
23.321.1
17.620.9 20.9
22.524.7
27.426.0 25.3 26.2 27.1
20.0 20.722.2
19.1 20.321.8 21.9 23.2 23.0 24.0 23.3 24.3
26.924.5
0.70.7 0.7
0.7 0.7 0.7 0.7
0.80.7
0.80.7
0.8
0.70.7
0.7 0.7 0.70.7
0.70.7
0.7
0.7 0.7 0.7 0.7 0.7
Penetration of households Average volume per household every 4 weeks
There is an increase in number of buyers in the latest 4 weeks compared to same period last year. However, latest month’s consumption has remained stable for Zucchini.
Kg
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10Source: Nielsen Homescanhttp://www.tandfallstates.com.au/UserFiles/CMS/Resources/140708%20Food%20For%20thought.pdf
4 W
/E 0
3/11
/201
2
4 W
/E 0
1/12
/201
2
4 W
/E 2
9/12
/201
2
4 W
/E 2
6/01
/201
3
4 W
/E 2
3/02
/201
3
4 W
/E 2
3/03
/201
3
4 W
/E 2
0/04
/201
3
4 W
/E 1
8/05
/201
3
4 W
/E 1
5/06
/201
3
4 W
/E 1
3/07
/201
3
4 W
/E 1
0/08
/201
3
4 W
/E 0
7/09
/201
3
4 W
/E 0
5/10
/201
3
4 W
/E 0
2/11
/201
3
4 W
/E 3
0/11
/201
3
4 W
/E 2
8/12
/201
3
4 W
/E 2
5/01
/201
4
4 W
/E 2
2/02
/201
4
4 W
/E 2
2/03
/201
4
4 W
/E 1
9/04
/201
4
4 W
/E 1
7/05
/201
4
4 W
/E 1
4/06
/201
4
4 W
/E 1
2/07
/201
4
4 W
/E 0
9/08
/201
4
4 W
/E 0
6/09
/201
4
4 W
/E 0
4/10
/201
4
23.321.1
17.620.9 20.9
22.524.7
27.426.0 25.3 26.2 27.1
20.0 20.722.2
19.1 20.321.8 21.9 23.2 23.0 24.0 23.3 24.3
26.924.5
2.72.5
2.0 2.1
2.7
2.42.5
2.42.5 2.5 2.5
2.4
3.13.2
3.0
2.4
2.6 2.62.8
2.5
3.1 3.23.4
4.0
3.0 3.0
Penetration of households Average $ spend per household every 4 weeks
Average spend has slightly dropped compared to same month last year. Note though that average $ expenditure reached a 2 year high of $4.00 in July possibly due to supply constraints*.
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11Source: Nielsen Homescan
4 W
/E 0
3/11
/201
2
4 W
/E 0
1/12
/201
2
4 W
/E 2
9/12
/201
2
4 W
/E 2
6/01
/201
3
4 W
/E 2
3/02
/201
3
4 W
/E 2
3/03
/201
3
4 W
/E 2
0/04
/201
3
4 W
/E 1
8/05
/201
3
4 W
/E 1
5/06
/201
3
4 W
/E 1
3/07
/201
3
4 W
/E 1
0/08
/201
3
4 W
/E 0
7/09
/201
3
4 W
/E 0
5/10
/201
3
4 W
/E 0
2/11
/201
3
4 W
/E 3
0/11
/201
3
4 W
/E 2
8/12
/201
3
4 W
/E 2
5/01
/201
4
4 W
/E 2
2/02
/201
4
4 W
/E 2
2/03
/201
4
4 W
/E 1
9/04
/201
4
4 W
/E 1
7/05
/201
4
4 W
/E 1
4/06
/201
4
4 W
/E 1
2/07
/201
4
4 W
/E 0
9/08
/201
4
4 W
/E 0
6/09
/201
4
4 W
/E 0
4/10
/201
4
2.72.5
2.0 2.1
2.72.4 2.5 2.4 2.5 2.5 2.5 2.4
3.1 3.23.0
2.42.6 2.6 2.8
2.5
3.1 3.23.4
4.0
3.0 3.0
1.91 1.831.50 1.56
1.911.68 1.79 1.65 1.77 1.71 1.71 1.59
2.19 2.262.11
1.78 1.88 1.821.98
1.73
2.17 2.182.37
2.67
2.052.08
1.4 1.4 1.4 1.4 1.4 1.4 1.4 1.5 1.4 1.5 1.5 1.5 1.4 1.4 1.4 1.3 1.4 1.4 1.4 1.4 1.4 1.5 1.4 1.5 1.5 1.4
Average $ spend per household every 4 weeks $ spend per purchase occasion Average purchase occasion every 4 weeks
Changes in the average spend on Zucchini is driven by corresponding dip in spend per trip compared to last year.
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DemographicsZucchini
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14Source: Nielsen Homescan
Distribution of BuyersAustralia
Distribution of VolumeAustralia
Last Year This Year
7% 8%
11% 10%
15% 15%
9% 9%
17% 16%
23% 24%
17% 18%
Last Year This Year
8% 9%
12% 12%
16% 15%
8% 8%
13% 13%
24% 25%
18% 19%
Couples (Senior + Established) become more important to Zucchini, contributing towards 44% of the volume sales.
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How many Households buy
annually?
Note: The difference in the bar heights for same data labels is due to the difference in decimal points. The data has been rounded up to one decimal point. Source: Nielsen Homescan
How often do they buy annually?
How much (Kg) do they buy per occasion?
ALL SHOPPERS START UP FAM-ILIES
SMALL SCALE FAMILIES
BUSTLING FAMILIES
YOUNG TRANSITION-
ALS
INDEPENDENT SINGLES
ESTABLISHED COUPLES
SENIOR COUPLES
65.077.6 72.8 69.3 65.4
51.467.3 66.663.1
77.568.8 65.9 61.3
49.566.7 65.2
ALL SHOPPERS START UP FAM-ILIES
SMALL SCALE FAMILIES
BUSTLING FAM-ILIES
YOUNG TRANSITION-
ALS
INDEPENDENT SINGLES
ESTABLISHED COUPLES
SENIOR COUPLES
6.87.6
6.8 7.1 6.75.6
7.0 6.96.8 7.3 7.46.6 6.0 5.6
7.2 7.0
ALL SHOPPERS START UP FAM-ILIES
SMALL SCALE FAMILIES
BUSTLING FAM-ILIES
YOUNG TRANSITION-
ALS
INDEPENDENT SINGLES
ESTABLISHED COUPLES
SENIOR COUPLES
0.50 0.48 0.51 0.530.46 0.47 0.50 0.510.48 0.50 0.51 0.51 0.47 0.46 0.47 0.48
All lifestage groups have contributed to the loss of households in Zucchini’s buyer base. Couples have decreased their consumption compared to last year.
This YearLast year
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16Source: Nielsen Homescan
Distribution of BuyersAustralia
Distribution of VolumeAustralia
Last Year This Year
54% 54%
17% 17%
18% 18%
11% 11%
Last Year This Year
49% 49%
19% 18%
20% 21%
12% 12%
Larger households (3 or more members) are the key buyers for Zucchini as they account for more than half of the volume sales while comprising 46% of buyers.
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How many Households buy
annually?
How often do they buy annually?
How much (Kg) do they buy per occasion?
ALL SHOPPERS HH SIZE 1-2 MEMBERS HH SIZE 3 MEMBERS HH SIZE 4 MEMBERS HH SIZE 5+ MEMBERS
65.0 60.169.3
74.6 71.963.1 58.2
68.0 71.8 71.5
ALL SHOPPERS HH SIZE 1-2 MEMBERS HH SIZE 3 MEMBERS HH SIZE 4 MEMBERS HH SIZE 5+ MEMBERS
6.8 6.47.3 7.2 6.86.8 6.5
7.2 7.3 6.7
ALL SHOPPERS HH SIZE 1-2 MEMBERS HH SIZE 3 MEMBERS HH SIZE 4 MEMBERS HH SIZE 5+ MEMBERS
0.50 0.470.52 0.51
0.560.48 0.46 0.49 0.52 0.52
Smaller households (1-2 members) witnessed the biggest decline of 92,486 Zucchini buying households this year. Most household sizes also show marked reduction in kg bought on average.
This YearLast year
Note: The difference in the bar heights for same data labels is due to the difference in decimal points. The data has been rounded up to one decimal point. Source: Nielsen Homescan
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Retail HealthSituation by StateZucchini
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Share by RetailersThis Year Zucchini
Sales vs. Last YearThis year vs. Last yearZucchini
Other Supermarkets
Non Supermarkets
Volu
me
Valu
e
Zucchini witnessed -5% decline in terms of volume sales, offset by a +16% growth in terms of value. This was driven by the positive performance of all channels except IGA.
Source: Nielsen Homescan
31%
4%
12%6%
28%
19%
-4%
26%
6%
-9%
-3%
-16%
-5%
13%
48%
22%
-2%
21%13%16%
26%
4%
11%
6%31%
22%
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Source: Nielsen Homescan Total Market: AUS Shared to: T. Fresh Frt Veg Dried Frt Nut Condition: Defined Market: AUS Defined Product: T. Fresh Frt Veg Dried Frt Nut Defined Fact: Purchase Value Defined Period: MAT TO 04/10/2014
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Homescan isights v3.0 .Dictionary v1.5
Source: Nielsen Homescan
Almost 57% of Woolworths shoppers purchasing Zucchini anywhere chose to buy at Woolworths.
Account Shopper ConversionYear to 04/10/2014 | Woolworths (WW)
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Source: Nielsen Homescan Total Market: AUS Shared to: T. Fresh Frt Veg Dried Frt Nut Condition: Defined Market: AUS Defined Product: T. Fresh Frt Veg Dried Frt Nut Defined Fact: Purchase Value Defined Period: MAT TO 04/10/2014
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Homescan isights v3.0 .Dictionary v1.5
Source: Nielsen Homescan
Coles is able to convert about 47% of its shoppers to buy Zucchini at Coles. Gap needs to be filled versus other vegetables like Celery and Sweet Corn.
Account Shopper ConversionYear to 04/10/2014 | Coles
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66.3 63.3
3.0 3.1
SA + NT (8%)
VIC (26%)
NSW (35%)
QLD (20%)
WA (8%)
Average KG per Buyer
Penetration this year vs. last year
( ) State share of Zucchini $ sales consumption
Is there a particular State driving the category performance?
Source: Nielsen Homescan
59.1 61.0
2.2 2.2
61.2 59.9
2.7 2.6
68.8 65.8
3.6 3.6
65.4 63.9
4.13.8
Household reach and consumption for Zucchini has declined across all the Australian states except WA.
VIC accounts for 26% of the national spend on Zucchini but has lost 58,883 households from its buyer base this year.
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