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Septembrie 2015
RETROSPECTIVA PIEȚEI BUNURILOR DE LARG CONSUM DIN ROMÂNIA ÎN 2015
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Sources: Nielsen Shopper Trends 2015 (please see Appendix for methodology), Nielsen Global Consumer Confidence Index Q4 2014, Nielsen Retail Audit Study, Nielsen Food&Drug Universe, nissan.com & ec.europa.eu
AGENDA
• Comportamentul consumatorului roman
• Evolutia numarului de magazine
• Principalele tendinte de consum in categoriile FMCG
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ECONOMIA ROMANIEI CONTINUA SA CREASCA
Rata somajului
Source:ec.europa.eu
Salariul mediu NET (RON)
( vs. acelasi trimestru al anului pecedent)
Rata Inflatiei (%) Romania crestere anuala PIB
(vs. acelasi trimestru al anului precedent)
7.6
6.9 6.8 6.9
7.5 7.5
7.0 7.2 7.2
6.7 6.5 6.6
7.4
Q12012
Q22012
Q32012
Q42012
Q12013
Q22013
Q32013
Q42013
Q12014
Q22014
Q32014
Q42014
Q12015
1,494 1,545 1,543 1,608 1,573 1,626 1,616 1,675 1,652
1,701 1,700 1,771 1,767 1,827
Q12012
Q22012
Q32012
Q42012
Q12013
Q22013
Q32013
Q42013
Q12014
Q22014
Q32014
Q42014
Q12015
Q22015
3.5% 4.7% 5.4% 6.0% 5.3% 5.2% 4.7% 4.2% 5.0% 4.6% 5.2% 5.7% 7.0% 7.4%
0.1 2.0
-0.6 0.8
2.1 1.4 4.2 5.4 4.0
1.4 3.3 2.7
4.3 3.2
Q12012
Q22012
Q32012
Q42012
Q12013
Q22013
Q32013
Q42013
Q12014
Q22014
Q32014
Q42014
Q12015
Q22015
1.1 1.1 1.0 1.2 0.9 0.7 1.0 0.8
1.5 1.4 1.3 0.8 0.4 0.4 0.8 0.7
1.2
-1.6 -1.7
Jan14 Mar14 May14 Jul14 Sep14 Nov14 Jan15 Mar15 May15 Jul15
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In Retailul modern, reducerea pretului
pentru categoriile din Food a dus la o
crestere cu 17% a numarului produselor
vandute in primele doua saptamani din
iunie
• Preturi scazute cu -11% - pentru categoriile monitorizate de Nielsen
• Categoriile dinamice precum carne, branza, bauturi non-alcoolice si snacksuri au
inregistrat cresteri in volum. Exemplu pentru Cafea o reducere de pret in medie cu
15% a produselor a dus la o crestere a volumelor cu aproximativ 25% fata de
aceeasi perioada a anului trecut (1-14 iunie)
IMPACTUL REDUCERII TVA ASUPRA PIETEI PRODUSELOR ALIMENTARE
Source: Nielsen Price Monitor Report
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PREVIZIUNI ECONOMICE PENTRU ROMANIA
• PIB este estimat sa creasca la 3.3% in 2016.
• Rata inflatiei va fi in jur de 1%.
• Rata somajului va descreste insa lent.
• Cheltuielile de consum si cele privind produsele alimentare vor inregistra evolutii constante (reducerea
TVA-ului la 9% pentru produsele alimentare, exceptand bauturile alcoolice, ar trebui sa fie un factor de
crestere a consumului.
• Potrivit National Commission of Prognosis (Comisiei Nationale de Prognoza), salariul mediu net este
estimat a avea rate de crestere constanta: in 2015 +5.9% vs. 2014, in 2016 +5.4% vs. 2015, ajungand
la 1853 RON (~420 Euro).
• Tendintele macroeconomice indica un mediu stabil atat pentru consumatori cat si pentru comercianti
2013 2014 2015 2016
GDP growth (%. Year on year) 3.4 2.8 2.8 3.3
Inflation (%. Year on year) 3.2 1.4 0.2 0.9
Unemployment (%) 7.1 6.8 6.6 6.4
http://ec.europa.eu/economy_finance/eu/forecasts/2015_spring/ro.html
2013 2014 2015 2016
Consumer spend - EUR (bn) 88.3 94.0 99.7 105.6
Grocery retail market - EUR (bn) 16.9 15.6 18.7 19.8
Source: IGD
http://ec.europa.eu/economy_finance/eu/forecasts/2015_spring/ro.html
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INCREDEREA CONSUMATORULUI ROMAN INREGISTREAZA VALORI POZITIVE, CU UN
SCOR DE 78 ÎN TRIMESTRUL AL 2-LEA DIN 2015, ÎNSĂ TEMERILE CU PRIVIRE LA
SIGURANȚA LOCULUI DE MUNCĂ RĂMÂN LA UN NIVEL RIDICAT
Top 5 motive de ingrijorare pentru consumatorul
roman: • Sanatatea • Siguranta locului de munca • Datoriile • Echilibru munca/viata personala • Plata utilitatilor
Ce metode foloseste consumatorul roman
pentru a reduce cheltuielile pe gospodarie?
• cheltuieste mai putin pe achizitionarea de haine noi • reduce din numarul iesirilor in oras • incearca sa economiseasca din utilitati (gaze/electricitate) • isi limiteaza vacantele • amana achizitionarea produselor de ultima generatie • amana inlocuirea obiectelor electrocasnice
Source: Nielsen Consumer Confidence 2012
+/- vs trimestrul anterior
Source: Nielsen Global Consumer Confidence Survey
Results: RO, 2009 to 2015
65 68 55 54 46 47 49 59 60 62 60 61 57 62 66 62 67
73 73 77 74 78
Q309
Q110
Q310
Q410
Q111
Q211
Q311
Q411
Q112
Q212
Q312
Q412
Q113
Q213
Q313
Q413
Q114
Q214
Q314
Q414
Q115
Q215
Global average – Q2 2015 : 96
European average – Q2 2015: 79
+3 -13 -1 -8 +1 +2 +10 +1 +2 -2 +1 -4 +5 +4 -4 +5 +6 - +4 -3 +4
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Source: nissan.com & ec.europa.eu Eurostat, salariul minim pe economie
PUTEREA DE CUMPARARE A CONSUMATORULUI ROMAN (2014)
Nissan 370Z prices(€)
Numarul de ani necesari pentru a cumpara un Nissan 370Z
2,1
2,2
2,7
2,9
11.8 17,9 22.0 13.5
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În 2014, frecvența de cumparare este aceeasi ca si anul trecut, cu mai mult de o treime dintre respondenți care menționează ca merg la cumpărături săptămânal (alimente, produse alimentare și produse de îngrijire personală). În același timp, frecvența de cumparare zilnica pentru cumpărături intermediare a rămas neschimbată
1%
33%
47%
19%
1%
28%
40%
32%
1%
22%
38%
40%
22%
36%
41%
1%
21%
37%
42%
Less often
Every month
Every 2 weeks
Weekly
Nov. 2014
Nov. 2013
Nov. 2012
Nov. 2011
Nov. 2010
1%
5%
8%
34%
43%
10%
1%
3%
7%
28%
46%
15%
1%
3%
11%
26%
39%
20%
3%
10%
26%
41%
20%
2%
8%
27%
42%
20%
Less often
Every month
Every 2 weeks
Weekly
2 to 3 time aweek
Daily
Significantly higher at 95% confidence level Base: All respondents (2011, 2012, 2013, 2014 n=1200); Ref: Q87, Q88
Frequency of Main
Grocery Shopping
Frequency of Top Up/Intermediate
Grocery Shopping
FRECVENTA CUMPARATURILOR PRINCIPALE&INTERMEDIARE
DINTR-O GOSPODARIE
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Loyal Shoppers 2014 38% 53% 38% 38% 43% 56% 34% 48%
Loyal Shoppers 2013 40% 50% 35% 39% 43% 56% 33% 49%
Loyal Shoppers 2012 42% 48% 35% 40% 47% 56% 31% 48%
Experimental Shoppers 2014 62% 48% 64% 61% 57% 44% 65% 52%
Experimental Shoppers 2013 53% 43% 60% 60% 57% 44% 51% 52%
Experimental Shoppers 2012 54% 46% 61% 59% 54% 45% 52% 53%
În linie cu rezultatele din 2013, dulciurile și produsele lactate continuă să fie categoriile cu cea mai mare pondere de cumpărători experimentali. Pentru aceste două categorii, în mod semnificativ mai mulți respondenți si-au manifestat dorința de a cumpăra un brand alternativ în cazul în care produsul dorit nu este la raft. Produsele de îngrijire personală atrag cea mai mare loialitate din partea consumatorilor, care prezintă un atașament fata de brand mult mai puternic astfel incat ar fi dispuși să meargă la un alt magazin pentru a le achizitiona.
7% 5% 4% 1% 14%
55% 43%
60% 60% 57% 44%
51%
52%
4%
8%
5% 4% 5%
10%
3%
7%
21% 31%
20% 22% 28% 35%
21% 29%
13% 14% 13% 12% 10% 11% 10% 12%
CarbonateSoft Drinks
PackedCoffee
Confectionery DairyProducts
Staple Food PersonalCare Items
Beer Householdcleaning products
CarbonateSoft Drinks
PackedCoffee
ConfectioneryDairyProductsStaple FoodPersonal
Care ItemsBeerHousehold
cleaning products
Buy an alternative brand
Doesn't buy
CarbonateSoft Drinks
PackedCoffeeConfectioneryDairy
ProductsStaple FoodPersonal
Care ItemsBeerHousehold
cleaning products
Look for same brand but choose smthslightly different (different pack size /flavor)Buy the same brand at another store
Wait until it was available
Loyal shoppers
Experimental shoppers
Nov. 2014
REACTIA CONSUMATORILOR IN SITUATIILE DE PRODUS
LIPSA IN MAGAZIN (OUT-OF-STOCK)
Significantly higher at 95% confidence level Base: All respondents (2012, 2013, 2014 n=1200); Ref: Q31, Q33, Q35, Q37, Q39, Q41, Q43, Q45
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Reducerea de preț rămâne in topul preferințelor cumpărătorilor care se declară a fi influențați de promoții. În conformitate cu rezultatele din anul anterior, reducere de preț are ponderea cea mai mare dintre toate celelalte tipuri de promovare utilizate.
TIPUL DE PROMOTIE PREFERAT DE CONSUMATORUL ROMAN
Base: All respondents who declare to be influenced
by promotions: 2013 n=883, 2014 n=879), Ref: Q133
42%
17%
12%
9%
5%
4%
4%
4%
1%
1%
43%
18%
11%
10%
5%
5%
4%
2%
2%
Price off
Pack of 4 / 6 / 8 with a special price per unit(bulk purchase)
Buy one product and get another one for free(shampoo + towel etc)
Get an extra quantity (20-25%) for the sameprice
Pack of 2 or more products at a special price(ex. juice + bottled water at promotional price)
Opportunity to collect points
Competition entry into prize draw
Instant prizes
Shelf label with lowest price indicator
Finding presents inside the pack (ring, money,necklace etc.)
2014
2013
Din cei 1200 respondenti ai
studiului Shopper Trends, 73%
s-au declarat influentati de
promotii
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60%
53%
43%
40%
34%
30%
28%
27%
26%
25%
19%
18%
17%
8%
6%
Paper products
Staple foods
Household products
Dairy products
Personal care
Canned and package groceries
Frozen and chilled foods
Snacks & confectionary
Non-alcoholic beverages
Carbonated soft Drinks
Alcoholic beverages
Store branded medications
Pet food
Prepared meals
Baby food
Produselor din hârtie și produsele alimentare de baza continua să fie in top, deoarece aceste două categorii au fost menționate ca fiind cele mai cumparate in ultimul an, în conformitate cu rezultatele din 2013
2013 2012 2011
63% 62% 62%
53% 54% 51%
45% 44% 43%
41% 38% 33%
34% 33% 33%
31% 34% 28%
28% 27% 24%
27% 26% 26%
25% 26% 26%
26% 26% 25%
19% 16% 14%
18% 16% 15%
15% 13% 10%
8% 9% 11%
5% 5% 4%
CATEGORIILE DE MARCI PRIVATE CUMPARATE IN ULTIMUL AN
Significantly higher at 95% confidence level than all other statements Base: All aware of private label brands (2011 n=1043, 2012 n=1109,
2013 n=1130, 2014 n=1144), Q119
Nov. 2014
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Deși hipermarket-ul rămane formatul de magazin cel mai utilizat în 2014, Discounterii continua sa-si imbunatateasca performanta in ceea ce priveste utilizarea regulată, alături de aprozare și supermarketuri.
Hypermarkets
Supermarkets
Traditional Grocery
Large Discount Stores
Bakeries
Open markets
Kiosk
Vegetable Vendor
Modern Pharmacy
Butcher
Cash & Carry
Cosmetics Shops
Convenience Stores
Online Shopping
Wholesale market
% regularly used P4W
the channel
DE UNDE ISI FAC CUMPARATURILE CONSUMATORII ROMANI?
FORMATUL DE MAGAZIN FOLOSIT IN ULTIMELE 4 SAPTAMANI
Base: All respondents (2010, 2011, 2012, 2013, 2014 n=1200); Ref: Q7b *P4W: past 4 weeks
Change
(2014 vs. 2013)
92%
68%
68%
65%
60%
54%
44%
41%
38%
23%
21%
10%
10%
2%
2%
1%p
2%p
-1%p
3%p
1%p
0%p
-1%p
3%p
0%p
-1%p
2%p
-4%p
0%p
-1%p
0%p
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3 4
2 4
2
10 12
6
2 1 4 5
2 4 3
10 12
6
2 1 4 5
2 4 3
9 10
6
2 1
5 5 2
4 3
10 10
6
2 1
5 4 2 3 3
10 11
5 2 1
Hypermarket Supermarket Cash & Carry Discounter Petrol station Kiosk TraditionalGrocery
Open market ModernPharmacy
OnlineShopping
Nov 2010 Nov 2011 Nov 2012 Nov 2013 Nov 2014
SCALE: Once a day (31) – Once a week (4) – Less often than once a week (0,5)
. În 2014, frecvența de vizite de cumparare in formatele de comert modern nu prezintă schimbări majore față de anul precedent, în timp ce comerțul tradițional păstrează același ritm.
NUMARUL MEDIU DE VIZITE IN MAGAZINE PE LUNA
Large Modern
Trade
Significantly higher at 95% confidence level Base: All respondents (2010, 2011, 2012, 2013, 2014 n=1200); Ref: Q8
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713 733 783 779 800
450 457 487 488 509
2010 (n=1200) 2011 (n=1200) 2012 (n=1200) 2013 (n=1200) 2014 (n=1200)
Total Expenditure
Fresh Food
Base: All respondents; Ref: Q9a, Q9b
. Bugetul mediu lunar alocat cumparaturilor de catre cumpărătorii de modern trade din Romania continua sa fie sub media europeană. Similar cu situația observată în 2013, cea mai mare parte a cheltuielilor lunare de uz casnic este dedicat alimentelor proaspete.
Total 63% 62% 62%
Values in RON
Average
Total Expenditure
Europe 325 €
Romania 179 €
Hungary 142 €
Bulgaria 261 €
Poland 200 €
CE BUGET DECLARA CUMPARATORUL ROMAN CA ALOCA ÎN
MEDIE, PE LUNA, PENTRU CHELTUIELILE DE UZ CASNIC ?
63% 64%
EVOLUTIA NUMARULUI DE MAGAZINE
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2014 UNIVERSUL DE MAGAZINE DIN ROMANIA
Evolutie numerica pe baza recensamantului “rolling” desfasurat de Nielsen
Source: Nielsen Food&Drug Universe
Numar de magazine – evolutie 2014 vs.2013 (%)
COMERTUL TRADITIONAL COMERTUL MODERN
+10%
+11%
-5% +27%
-17% -6%
-3% +28.3%
+11.0%
+10.0%
Comert Traditional: • Food Stores40mp • Kiosks
Comert Modern: • Hypermarket • Supermarket • Discounteri
http://www.google.ro/imgres?imgurl=http://b.dryicons.com/images/icon_sets/coquette_part_5_icons_set/png/64x64/orange_arrow_down.png&imgrefurl=http://dryicons.com/icon/coquette-part-5-icons-set/orange-arrow-down/&usg=__FqpVQqKkvvIGBCE3LoZUZJHCUC8=&h=64&w=64&sz=6&hl=ro&start=78&zoom=1&tbnid=IwiSdrTTaAhspM:&tbnh=64&tbnw=64&ei=d4tgTozlN4rzsgba1NjlDQ&prev=/search?q=arrow+down&start=60&um=1&hl=ro&sa=N&rlz=1W1SKPB_en&tbm=isch&um=1&itbs=1
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17 Source: Nielsen RMS data
Regiuni Nielsen
Cota de piata in valoare (%)
Numar de magazine
2013 2014 2013 2014
BUCURESTI
28,8
28,4
9.888
9.229
NORD-EST
13,4
11,3
22.590
21.052
NORD-VEST
10,1
9,2
14.845
14.101
VEST
7,7
7,0
8.919
8.108
SUD-VEST
8,5
8,9
14.552
12.878
SUD-EST
8,8
10,2
14.262
14.370
SUD
12,7
13,7
18.631
17.766
CENTRAL
10,0
11,3
13.205
12.550
EVOLUTIA UNIVERSULUI
DE MAGAZINE PE
REGIUNI
Bucurestiul ramane regiunea cu
cea mai mare putere de
cumparare in timp ce zona de
Vest se situeaza la finalul
clasamentului.
Bucurestiul, desi regiunea lider, scade usor ca si importanta in vanzari in timp ce se inregistreaza cresteri in zona Centrala, de Sud si de Sud-Est.
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18 25 12
89
17 32 19
80 78
295
207156 170
32 27 12
102
431 19
85 91
409
275
171 183
33 28 11
103
431 19
86 98
428
335
174 186
Auchan Carrefour Cora Kaufland Real Metro Selgros Billa Carrefour
Market
Mega Image Profi Penny
Market
Lidl
end 2013
end 2014
Aug-15
2013 2014 Number of Stores in Modern Trade 1198 1441
Hypermarkets Supermarkets Discounters Cash & Carry
• Mega Image includes also Shop&Go • 6 out of Metro stores are “Metro Punct” • Profi includes also Profi City • Penny Market figures include both Penny and XXL Mega Discount • Carrefour Market does not include Express franchise stores
ROMANIA: MODERN TRADE DEVELOPMENT
http://www.google.ro/url?sa=i&source=images&cd=&cad=rja&docid=jXmlic1qPW3Z9M&tbnid=O34FZjo0WJJdvM:&ved=0CAgQjRwwAA&url=http://www.targetexecutivesearch.com/bg/content/metro&ei=sljDUbTXKs3YsgawnYFY&psig=AFQjCNHXo0VDiMVwuNnaQ345AI3Ifdo0ag&ust=1371843122749856http://www.google.ro/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=EQedZhXYC_GTSM&tbnid=a50gu6td0U4wNM:&ved=0CAUQjRw&url=http://www.carrefour.ro/express.html&ei=GfOuUerNIIOJtAainYHABQ&bvm=bv.47380653,d.Yms&psig=AFQjCNEF_CE1g5EG3HJ81aPq8oinFxx95w&ust=1370506340305658http://www.google.ro/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=IQfapTfZ99U6rM&tbnid=MRJSuyrGstX6uM:&ved=0CAUQjRw&url=http://www.carrefour.ro/market.html&ei=Iy_pUseOG8bQsga8woG4CQ&bvm=bv.60157871,d.Yms&psig=AFQjCNGvKEXH2LJEEbKESFM0eRS_L853Ug&ust=1391100045357476http://www.google.ro/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=5sX7iLgJ5zNDdM&tbnid=TrdSoyQiyZLwpM:&ved=0CAUQjRw&url=http://www.retail-fmcg.ro/evenimente/mega-image-lanseaza-un-nou-concept-de-magazin-shop-go.html&ei=MPOuUe3JM8WbtAbBlIG4BA&bvm=bv.47380653,d.Yms&psig=AFQjCNHarg_IAoPsWlLJN5RlDCe_806BbQ&ust=1370506410254211http://www.penny.ro/default.aspx
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ROMANIA ARE CEA MAI MICA DENSITATE DE HYPER/SUPERMARKET LA 1 MIL LOCUITORI COMPARATIV CU TARILE DIN CENTRUL SI SUDUL EUROPEI
Super-
market
400-2500
m2
Hyper-
market
2500+ m2
NOTES
Slovenia 303 17
Croatia 168 22
Poland 163 9 Supermarket: 300-2500 m2
Czech 128 30
Slovakia 101 29
Hungary 109 17
Bosnia-Herzegovina 106 8
Bulgaria 43 16
Supermarket: 300-1000 m2
Hypermarket: 1000-2500+ m2
Romania 46 8
Supermarket: 400-2500 m2,
also including smaller stores
from major key accounts
COUNTRY
Density by store format (by sq.m.)
RETAILER-I PER CAPITA
Source: Nielsen RMS data, www.insse.ro
http://www.insse.ro/
PRINCIPALELE TENDINTE DE CONSUM IN CATEGORIILE FMCG.
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82,2% FOOD
(PRODUSE ALIMENTARE)
17,8%
NON-FOOD (DRUG) PRODUSE NON-
ALIMENTARE
COMPONENTA COSULUI DE CUMPARATURI
FMCG (-0,4% in value)
Share in total FMCG YTD2015(DJ/JF15-JJ/JA15) vs.YTD2014(DJ/JF14-JJ/JA14)
Nielsen Retail Audit (Total Romania )
-1,3%
+3,8%
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ROMANIA –EVOLUTIE IN PRIMELE 8 LUNI ALE ANULUI (YTD)
Source: Nielsen RMS data YTD2015(DJ/JF15-JJ/JA15) vs.YTD2014(DJ/JF14-JJ/JA14), * Tigarile sunt excluse din FMCG BASKET
Cresterea cosului de cumpararturi
FMCG (valoare)*
-0.4%
-5.0%
0.2%
-6%
-5%
-4%
-3%
-2%
-1%
0%
1%
COS DECUMPARATURI
FMCG MARCI PRIVATE BRAND-URI
Hypermarket-urile si Supermarket-urile
au o evolutie pozitiva in YTD 2015 vs.
YTD 2014
+2,5% +9,9%
Hypermarkets Supermarkets
DISCOUNTERII sunt
responsabili pentru 58,5% din
totalul vanzarilor de marci
private
Valoarea Marcilor Private din FMCG
vandute in Romania in primele 8 luni
ale anului 2015 (YTD) a totalizat:
RON 3.23 billion (11.9% cota de piata in valoare)
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TOTAL PRODUSE
ALIMENARE PRODUSE NON-
ALIMENTARE
COMERTUL MODERN TRADE CRESTE IN IMPORTANTA
IN YTD 2015 VS. YTD 2014
Consumatorii cumpara cu precadere produse Non-Alimentare din comertul modern.
Importanta formatelor de magazin, in valoare
Discounteri
Hypermarket
Supermarket
Comert
Traditional
Alte formate
Hypermarket (coop and estimati):
Supermarket (coop):
Discounteri (coop and estimati):
Other: Source: Nielsen RMS
YTD2015(DJ/JF15-JJ/JA15) vs.YTD2014(DJ/JF14-JJ/JA14),
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TOP 10 CATEGORII ALIMENTARE (SALES VALUE 1000 RON)
Source: Nielsen RMS data YTD2015(DJ/JF15-JJ/JA15) vs.YTD2014(DJ/JF14-JJ/JA14)
Comert Traditional TOP 10 ALIMENTARE
Total Romania TOP 10 ALIMENTARE
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TOP 10 ARTICOLE PRODUSE ALIMENTARE (SALES VALUE 1000 RON)
Source: Nielsen RMS data
YTD2015(DJ/JF15-JJ/JA15)
vs.YTD2014(DJ/JF14-JJ/JA14)
Total Romania – Top 10 Alimentare
Comert Traditional - Top 10 Alimentare
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TOP 10 CATEGORII NON-ALIMENTARE (SALES VALUE 1000 RON)
Source: Nielsen RMS data YTD2015(DJ/JF15-JJ/JA15) vs.YTD2014(DJ/JF14-JJ/JA14)
Comert Traditional TOP 10 NON-ALIMENTARE
Total Romania TOP 10 NON-ALIMENTARE
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TOP 10 ARTICOLE PRODUSE NON-ALIMENTARE (SALES VALUE 1000 RON)
Comert Traditional - Top 10 Non Alimentare
Total Romania - Top 10 Non Alimentare
Source: Nielsen RMS data
YTD2015(DJ/JF15-JJ/JA15)
vs.YTD2014(DJ/JF14-JJ/JA14)
UNIVERS MAGAZINE
OPTIMIST – Nivel de incredere
crescut fata de
Q1,+4pp
LOIAL brandurilor de ingrijire
personala si a celor de
cafea
PROMOTIILE DE PRET – principala atractie.
CONSUMA-TORUL
ROMAN
MARCI PRIVATE – produsele
alimentare si de hartie sunt
in top
CONCLUZII
Comert modern
+27% 2014 vs
2013
Comert traditional
-5% 2014 vs
2013
Romania -0,4%
YTD15 vs YTD14
Bauturile stabilesc
trendul in comertul
traditional
Cele mai vandute
produse in comertul
traditional: Baterii si Bere FMCG
Any questions ?
Oana Matei Senior Account Executive The Nielsen Company Phone +4021-310-6777 Fax +4021-310-6772 www.nielsen.com
blocked::http://www.nielsen.com
APPENDIX
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59%
41%
MAIN SHOPPER INFLUENCER
37%
63%
FEMALE MALE
76%
24%
11%
12%
17%
29%
32%
29%
37%
33%
35%
41%
31%
24%
22%
19%
14%
14%
Male
Female
Male
Female
18-24 y.o. 25-34 y.o. 35-49 y.o. 50-65 y.o.
STRUCTURE OF THE SHOPPER SAMPLE ROLE IN SHOPPING
Base: All respondents 2014 n=1200, Ref: Q4, Q5, Q6
Gender Age by gender
Role in shopping
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Interview Methodology
Face-to-face home interviews
Coverage
The sample was built at the level of large cities (above 200.000 inhabitants) and medium cities (between 50,000 and 200,000 inhabitants). The sample has a maximum estimated error of +/- 2.83 at a 95% confidence level
Target Respondents
Modern trade (hypermarket, supermarket, cash & carry and discounters) main household products shoppers (main grocery shoppers* and key influencers** for household monthly shopping), aged 18-65 years old
*Main Shopper: The person in the household who is mostly responsible for most of the food, grocery, and personal care shopping. **Key Influencer: The person in the household who is not most often doing the household shopping, but who frequently buy food, grocery and personal care
items for the household or actively participate in the decision-making.
RESEARCH METHODOLOGY
Sample Size and Structure
1.200 respondents
Data collection October – November 2014
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SAMPLE STRUCTURE 2013
City Type of
urbanization No. of interviews
conducted
Bucharest Capital 290
Iasi Large City 62
Cluj-Napoca Large City 44
Timisoara Large City 77
Constanta Large City 63
Brasov Large City 44
Ploiesti Large City 62
Galati Large City 61
Arad Medium City 63
Tg. Mures Medium City 45
Piatra Neamt Medium City 50
Targoviste Medium City 49
Buzau Medium City 50
Suceava Medium City 50
Zalau Medium City 45
Turda Medium City 46
Slatina Medium City 49
Pitesti Medium City 50
DETAILED SAMPLE STRUCTURE 2013 VS. 2014
SAMPLE STRUCTURE 2014
City Type of
urbanization No. of interviews
conducted
Bucharest Capital 317
Iasi Large City 45
Cluj-Napoca Large City 49
Timisoara Large City 54
Constanta Large City 64
Brasov Large City 48
Ploiesti Large City 64
Galati Large City 46
Arad Medium City 49
Tg. Mures Medium City 41
Piatra Neamt Medium City 54
Targoviste Medium City 43
Buzau Medium City 54
Suceava Medium City 54
Zalau Medium City 40
Slatina Medium City 44
Pitesti Medium City 44
Sibiu Medium City 41
Oradea Medium City 49
*Sibiu and Oradea were introduced in 2014, while Turda was excluded.
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The client shall not be entitled, without the written permission of NIELSEN, to publish
the Shopper Trends research report or any adaptation thereof or any extract there in a
medium of newspaper, periodical, radio, television, leaflet distribution, data retrieval
system, legal proceeding or otherwise. The written permission of NIELSEN must be
obtained separately for each intended publication.
Confidentiality Clause