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1、 2022 Information Resources Inc.(IRI).Confidential and proprietary.November 30,2022In-Store Display MerchandisingTrends in the Grocery Channel2 2Fast-forward more than two years to a time when consumers have learned to live with the pandemic,while increasing inflation has them searching for deals.Sh
2、oppers are back in stores,but displays have yet to return to their pre-pandemic levels.This report shares a current overview and outlook for in-store display merchandising for the grocery channel.The Display Merchandising Landscape While the pandemic accelerated the loss of in-store displays,theres
3、been a gradual decline in displays since 2017;the grocery channel has lost 10 displays per store over the past five years.Overall,a lower share of grocery distribution points are supported by merchandising efforts compared to 2019.While remaining below 2019 display levels overall,some edible departm
4、ents have recovered,including salty snacks and energy drinks,each of which are up one display.Other categories,including bars and cookies,have lost more than a full display.In nonfood,health and beauty continues to lose displays.The perimeter/racetrack or store loop has lost 13 displays on average,c
5、ompared to pre-pandemic.Candy,cookies and crackers were the most likely to lose display presence.Looking Ahead As display space remains challenged,retailers and manufacturers will continue to refine merchandising strategies to maximize lift by aligning the metrics that matter across product mix,size
6、,location and number with this new display reality.Continual evaluation will be required to ensure the“right”categories get display space merchandising strategies that worked during stock-up periods arent as effective with shoppers who are increasingly making quick trips.Ensuring all off-shelf merch
7、andising efforts are in sync with weekly feature ad support will continue to be both a key goal and challenge.How IRI Can Help IRIs Enhanced Display tools can help manufacturers and retailers better understand trends and opportunities across the total store.Executive SummaryAt the outset of the pand
8、emic,grocery retailers scrambled to create a safe shopping environment for social-distancing customers.The first casualties in these space-creating initiatives were perimeter merchandising displays.Manufacturers focused on production and scaled back on merchandising and promotional strategies;why pr
9、omote what you cant guarantee will be on the shelves,especially at a time when shoppers didnt need incentives to make a purchase?One exception:an increase in pandemic-related display activity(e.g.,soap,home health care).3Total Store DisplayMethodology&Data AvailabilityReporting of all IRI syndicated
10、 categories on display within IRI defined display locations provides visibility into competitive and contiguous category displays as well as a full picture of display opportunities down to the UPC level.Display collection includes scan of each unique item on a standard location Data is reported for
11、total store and 300 syndicated product categories Data is available down to the UPC level across all releasable geographies All seven IRI display locations are reported Data is collected in grocery,mass,drug and club channels1 LobbyFront End Cap2Back End Cap3All Other End Cap4In-Aisle5Seasonal/Promo
12、tional7Perimeter/Racetrack6Whats Included in a Syndicated Total Store Display Audit?4While the Pandemic Accelerated the Decline in In-Store Displays,Grocery Stores Lost 10 Displays Since 2017Source:IRI Syndicated Data;Total U.S.Grocery;Total Store Display Audit;Average Weekly Number of Displays per
13、Store including all stores;2020 excludes pandemic weeks w/o collection;52 WE 10/9/22939089868202 wks.202210 Fewer Displays vs.2017;2 Additional Displays vs.20215Shoppers Report They Are Looking for Deals,But Few Are Finding ThemSource:IRI OmniConsumer Shopper Survey,October 202
14、2,n=952;Base=Those who have noticed higher prices on groceries and everyday HH items versus last yearHave you noticed any changes recently in the sales or deals available from retailers?Shoppers are increasingly more likely to look for sales or deals:45%45%December 202155%55%October 202254%54%fewer
15、of the Items I Want Are on Sale49%49%of the Items on Sale Arent Discounted as Much6Fewer Displays Result in Less Frequent Features with Displays,Which Has the Highest Merchandising Lift;All Forms of Support Are Down vs.2019Source:IRI Syndicated Data;Total U.S.Grocery;Total Store Display Audit;52 wee
16、ks ending 10/9/22 and calendar year 2019;Lift:%Increase in Units when MerchandisedTotal Store%Unit Lift by Merchandising Condition in Grocery in 52 weeks 2022Higher Lift if the Display is Placed With the Feature%of Total Store Distribution Points by Merchandising Condition in Grocery417130122PriceRe
17、duction OnlyFeature OnlyDisplay OnlyFeature andDisplay27.87.04.51.124.06.14.10.9%of Points onAny Merch%of Points onFeature Only%of Points onDisplay Only%of Points onF&D201952 weeks 20227General Food Lost the Most Displays Compared to 2019,While Alcoholic Beverages Added One Display Number of Display
18、s per Store by Department in 52 Weeks 2022 in Total U.S.GrocerySource:IRI Syndicated Data;Total U.S.Grocery;Total Store Display Audit;Average Weekly Number of Displays per Store includes all stores in the projected geography;52 weeks ending 10/9/2254.120.89.05.53.814.85.74.74.1General FoodBeveragesB
19、ev.AlcoholRefrigeratedFrozenGeneral Merch.HealthBeautyHome CareChange vs.2019-4.3-0.61.0-0.5-0.2-2.30.1-0.02-0.058Salty Snacks,Energy Drinks,Premixed Cocktails/Coolers and Beer Added the Most Displays,While Bars,Cookies and Crackers Lost PlacementSource:IRI Syndicated Data;Total U.S.Grocery;Total St
20、ore Display Audit;Average Weekly Number of Displays per Store includes all stores in the projected geography,52 weeks ending 10/9/22 vs.calendar year 2019LOSERSCategories Losing the Most Displays per Store vs.2019WINNERSCategories Adding the Most Displays per Store vs.20191.41.10.80.60.60.50.30.30.3
21、0.2SALTY SNACKSENERGY DRINKSPREMIXED COCKT./COOL.BEER/ALE/CIDERSOAPHOME HEALTH CAREVITAMINSHH CLEANER CLOTHSOTHER SAUCESHH CLEANER-1.5-1.3-1.0-1.0-0.9-0.6-0.6-0.6-0.6-0.5SNACK/GRANOLA BARSCOOKIESCULINARYCRACKERSBOTTLED JUICES-SSNON-CHOC.CANDYCHOC.CANDYDRY FRUIT SNACKSRTD TEA/COFFEEASEPTIC JUICES9 9S
22、ix In-Aisle and End-Cap Displays Have Been Added Since 2019,But Racetrack Lost 13 Placements on Average,Likely Driven by Continued Social DistancingSource:IRI Syndicated Data;Total U.S.Grocery;Total Store Display Audit;standard display locations collected;Average Weekly Number of Displays per Store
23、includes all stores in the projected geography,52 WE 10/9/22 and vs.calendar year 2019Average Number of Displays per Store by Display LocationPerimeter/RacetrackEnd CapsIn-AisleLobbySeasonal/Promotional4330201952 Weeks20223032201952 Weeks20221115201952 Weeks202234201952 Weeks 202222201952 Weeks 2022
24、30Category Examples:Chocolate Candy,Cookies,Non-Chocolate Candy,Crackers,Snack Bars and Culinary Are All Down-110Total Perimeter/RacetrackBeer/Wine Dept.Meat Dept.Front EndAll Other RacetrackProduce Dept.Store DeliDairy Dept.Frozen Dept.Bakery Dept.B E E R C A T E G O R YN O N-A L C O H O L I C B E
25、V E R A G E S*Categories with Detailed Custom Display Collections:Beer Gained Displays in the Perimeter/Racetrack in Grocery;Non-Alcoholic Beverage Racetrack Display Counts Are Stable,with a Shift Between Store DepartmentsAverage Number of Displays per Store%Change in 52 Weeks 2022 vs.2019 by Store
26、Department*Source:IRI ILD;Total U.S.Grocery;Detailed category display collection,Average Weekly Number of Displays per Store includes all stores in the projected geography;52 WE 8/28/22 vs.calendar year 2019;*IRI custom display collection for some categories with the perimeter/racetrack location bro
27、ken out by eight detailed store departments;*Liquid Refreshment Beverage10.2%7.9%19.9%-1.3%-15.4%45.9%20.1%31.7%6.2%36.8%-0.3%8.7%7.6%-11.9%-19.9%69.4%-10.6%-2.6%7.9%-13.5%11There Are Several Grocery Chains that Managed to Add Total Store Displays Since 2019;Unit Lifts from Displays Are Higher and S
28、lightly More Stable in These ChainsSource:IRI Syndicated Data;Total Store Display Audit;Average Weekly Number of Displays per Store includes all stores in the projected geography;52 weeks ending 11/6/22 and vs.calendar year 2019;U.S.Grocery low level RMAs ranked on rate of number of display change,a
29、verage of 30 chains that added displays the fastest vs.those 30 that lost the fastest vs.2019Average#of Displays per Store in Accounts that INCREASED DISPLAY PLACEMENT the FastestAverage#of Displays per Store in Accounts that LOST DISPLAY PLACEMENT the Fastest45%Unit Lift from Displays(-26 pts.vs.20
30、19)44%Unit Lift from Displays(-29 pts.vs.2019)123.687.52019L52 weeks-28.7%vs.201999.9127.22019L52 weeks+30%vs.2019Average Display Merchandising Lifts Are Higher and Declined Slower in the Accounts That Managed to Add Displays the Fastest1212ImplicationsImplicationsAs display space shrinks,CPG manufa
31、cturers must work with retailers to drive more incremental opportunity via displays.Understand the shifting role of display and determine the display metrics that matter to help drive performance and maximize ROI of trade and merchandising labor investments.Partner with retailers to identify relativ
32、e lift of key categories on display to determine optimal focus areas with the new display landscape.Explore opportunities to increase variety on display post COVID-19 restrictions.Temporary price reduction and feature remain important activities,but to continue to move merchandising up the“lift ladd
33、er,”shift TPR to display,and ensure display compliance to features.Driving productivity of remaining display locations and space will be key moving forward.To benefit from the highest promotional lift,ensuring adequate display allocation on feature items is a priority.Checking store compliance on di
34、splay during feature weeks will be critical.Allocate display holding power to categories and items that can maintain supply and drive incremental sales.Consider extra drive period execution of traditional snack and beverage categories to maximize display productivity overall.ManufacturersRetailers13
35、IRI Offers a Variety of Solutions and Services to Help Manufacturers and Retailers Understand Off-Shelf MerchandisingTotal store view of cross-category display presence by store locationLargest total market view reporting of 300+syndicated CPG categories and 200+retailer or regional geographiesPower
36、ed by the combination of POS data and display observationsProvides category-focused view of expanded display measurementDetailed understanding of location,number and variety on displayCompare results against prior periods,YAG and/or seasonal time framesDirect access within UNIFY to the entire catego
37、ry product hierarchyRanks the order of importance and validates in-store drivers of sales and volume,highlighting execution priorities and blind spotsProvides national guidance,creating a validated merchandising strategy for your portfolioImplement better KPI development to effectively measure key l
38、eversEnhanced Display MeasuresTotal Store DisplayMetrics That MatterACTION and IMPACTProvides clear understanding of merchandising strategy guiding in-store actionsRedefines what it means to“win”the in-store environmentACTION and IMPACTProvides clear understanding of key display variables,share and
39、locationHelps identify key display priorities to winACTION and IMPACTCategory to UPC level solutionProvides clear understanding of total display opportunitiesIdentifies and prioritizes key display location Users Get New Thought Leadership from IRIs Research,Data&Analytics Experts15 2022 Information
40、Resources Inc.(IRI).Confidential and proprietary.16IRI Thought Leadership Delivers Insightful and Provocative InsightsC-Suite Conversation Series18 conversations recorded to date with transcripts,video and audio content.Demand Index Inflation Tracker E-Commerce Demand Index Supply Index Channel Shif
41、t Index Promotions IndexCPG Economic IndicatorsThe latest data on category trends,out-of-stocks,demand and supply,inflation,consumer sentiment and more.Industry-Leading Reports45+thought leadership reports published to date,reshaping how our client executives perceive us.WebinarsBlogsPodcasts17 2022 Information Resources Inc.(IRI).Confidential and proprietary.IRI