《NielsenIQ:2023年全球中小企业展望概览报告(英文版)(18页).pdf》由会员分享,可在线阅读,更多相关《NielsenIQ:2023年全球中小企业展望概览报告(英文版)(18页).pdf(18页珍藏版)》请在三个皮匠报告上搜索。
1、 2023 Nielsen Consumer LLC.All rights reserved.AN INSIDE LOOK:A GLOBAL OVERVIEWYour gauge to what is happening in the small and medium business universe from around the world.2023 Nielsen Consumer LLC.All rights reserved.2023 Nielsen Consumer LLC.All rights reserved.Contents234711FORWARD BY ANDREW C
2、RIEZISRESILIENCE IS IN THEIR NAMETHE SIGNS OF TIMES TO COMEWHEN THE PRICE IS RIGHT131616RETAIL LANDSCAPE REALITIESNEXT FOR SMBSAPPENDIX&FURTHER READINGA global survey reportNIQs An Inside Look was a global digital survey comprising 181business owners from 35 marketsrepresenting approximately$34 mill
3、ion*in FMCG sales value.It was designed to understand the realities SMBs facein todays economic and retail landscape.Fieldwork:April to May 2023.Regions represented:Asia Pacific,Latin America,North America,Europe,Middle East&Africa and China.*Based on NIQ RMS segmentation for small and medium busine
4、sses 2023 Nielsen Consumer LLC.All rights reserved.3AndrewCriezisGlobal Managing DirectorSMBHave data and insights contributed to your success?We put that question out to the FMCG world,and our respondents came back with a resounding yes.In fact,89%of small-sized businesses agreed,97%of medium-sized
5、 businesses agreed,and 99%of large businesses agreed.For the last 100 years,NIQ has been championing data and insights as the key that unlocks doors of business success on many fronts:from pricing,to distribution,to understanding consumer behavior,and so much more.The last decade has seen a rate of
6、changes in the FMCG landscape that could easily equate,the progress of the 80 years prior to that.At every turn,whether the pandemic,the accelerated inflation rates,or war,small and medium-sized businesses persevered.In this report,we highlight how SMBs,on a global level,view the FMCG world and how
7、they conquer based on the responses we received from the survey,SMB:An Inside Look.We hope you find it interesting and useful.RegardsAndrew 2023 Nielsen Consumer LLC.All rights reserved.01 Resilience is in their nameWhos taking on the market share?Inthe current economic atmosphere and consumers sent
8、iments towards inflation,the real market share competitor for SMBs are not large-sized companies but rather private labels.Small and medium businesses(SMBs)play a crucial role in driving economic growth and fostering innovation in communities around the world.These enterprises,often referred to as t
9、he backbone of the economy,contribute significantly to job creation,local development,and overall prosperity.However,SMBs face a myriad of challenges that can hinder their growth and sustainability.From limited financial resources and fierce competition to regulatory complexities and rapidly changin
10、g market trends,the journey of an SMB is fraught with obstacles.Yet,despite these hurdles,one characteristic stands out as a critical factor for success:resilience.Resilience,the ability to adapt,persevere,and thrive in the face of adversity,becomes a defining trait that separates thriving SMBs from
11、 those that struggle.By embracing resilience,SMBs can navigate the challenging landscape,overcome setbacks,and emerge stronger,contributing to the resilience of their communities and the broader economy.0%10%20%30%40%50%60%70%80%90%100%Private LabelsSMBS4 2023 Nielsen Consumer LLC.All rights reserve
12、d.Source:NIQs Quarter by Numbers,Q4 2022 to Q1 2023 2023 Nielsen Consumer LLC.All rights reserved.About the respondentsBusiness size breakdownNIQs An Inside Look was a global survey to a digital panel comprising of SMB business owners from 35 markets representing approximately$1.2 million in FMCG sa
13、les value.It was designed to understand the realities faced by SMBs in todays economic and retail landscape.Fieldwork:April to May 2023.524.31%38.67%37.02%SmallMediumLargeAbout our survey 2023 Nielsen Consumer LLC.All rights reserved.OtherPet Food&CareBaby Food&CarePharmaceuticalPersonal careHome ca
14、reAlcoholic beveragesNon-alcoholic beveragesFoodA background6Category breakdown65%14%7%12%20%9%7%7%12%Baby food&carePet food&care 2023 Nielsen Consumer LLC.All rights reserved.02 The signs of times to comeAs it goes,small and medium-sized businesses share a lot of descriptive traits.The survey,howev
15、er,highlighted how their paths can be very different.Small-sized businesses saidWhen asked about their current challenges,small-sized businesses had plenty to list.However,the one with the highest rate of responses(at 43%)was“attracting new customers”,effectively debunking the myth that inflation is
16、 the only real problem currently faced.In fact,inflation was ranked as the fourth issue,following pricing and retailer negotiations.On the other side of the spectrum,large-sized companies also listed attracting new customers as one of their top three concerns.7Findings from our survey last year,The
17、Balancing Act*,could be a reason why large companies have the same concern.48%of global consumer respondents noted that they plan to buy more from smaller brands in the near future,as they find that smaller brand offerings suit their needs better.*NIQs The Balancing Act report 2023 Nielsen Consumer
18、LLC.All rights reserved.Medium-sized businesses saidThe higher cost-base of growing into a medium-sized company(versus remaining small and agile)likely makes inflation a top concern,rated at 50%.A close second at 44%was the need to diversify and optimize distribution channels as opposed to small bus
19、inesses whos second-rank struggle was finding the winning strategies in negotiating with retailers.This challenge is about using available financial and production means efficiently.8Both inflation and distribution count as the top challenges for large-size companies.This concern is validated by the
20、 fact that 57%of global respondents to the Balancing Act survey were willing to try and support smaller brands but were finding it harder to find them on-shelf.Moreover,amongst the key attributes the majority(89%)look for in any brand is availability on-shelf where they normally shop.2023 Nielsen Co
21、nsumer LLC.All rights reserved.Source:The Founders Series“An outlook9In the next 12 months,businesses of all sizes have very common grounds of risk-related concerns,even if at varying degrees of prioritization.Many people looked at us at the start and thought,What is wrong with you!.But it sold grea
22、t;people bought it again the product sold quickly.Nicolas Hartman,Vly“#148%Change in consumer behavior&higher inflation64%Reduction in margins48%Change in consumer behavior#243%Reduction in margins54%Change in consumer behavior48%Reduction in margins#334%Change in distribution channels47%Higher infl
23、ation48%Change in distribution channelsSmallMediumLargeData is super important for us because it gives you an exact mirror of what is happening in the market.Gilberto Rodriguez,BoleroSource:The Founders Series 2023 Nielsen Consumer LLC.All rights reserved.10There are 3 key areas where SMBs act to ov
24、ercome challenges Product changes0%10%20%30%40%50%60%MediumSmallReconsider product lineReduce pack sizeUse cost effective materialMoving money0%5%10%15%20%25%30%35%40%MediumSmallCutting down on Capex and procurementGetting government supportInvesting more in marketingReallocating research and market
25、ing budgetDistribution0%5%10%15%20%25%30%35%MediumSmallRestructuring distribution channelInvesting more in distribution 2023 Nielsen Consumer LLC.All rights reserved.03 When the price is rightOur experts say that the right pricing strategy is never one-size-fits-all but instead a mix of approaches a
26、nd is continually refreshed.11This is how the survey respondents deal with pricing matters0%5%10%15%20%25%30%35%40%45%50%Increase priceDownsizeSmall size/Lower priceLesspromotionsCommunicatingkey productbenefitsLoyaltyprogramsFollowing thecompetitionSmallMediumLargeAccording to The Balancing Act sur
27、vey,67%of global respondents will continue to search for the correct product that will meet their specific needs.In other words,its no longer about brand loyalty but rather what does your product offer that fits just right?2023 Nielsen Consumer LLC.All rights reserved.12Whats that benefit again?Cons
28、umers told us that when it comes to selecting a product to purchase,functionality is key.We dug deeper and found the top attributes that make a product functional in the consumers eyes.They said they want#1#2#3#4Value formoneyBest qualityAvailablein storesGreat customerserviceWhat SMBs have to offer
29、#1#2#3#4#5Lower pricesin categoryHealthy&nutritiousValue formoneyLocallyproducedPack size#5Meetshealthneeds 2023 Nielsen Consumer LLC.All rights reserved.04 Retail landscape realitiesGlobal NIQ measures confirm that e-commerce growth is stabilizing in many markets.In fact,our data shows that e-comme
30、rces growth is decelerating,with its market share going down by over 3 percentage points between Q4 2022 and Q1 2023.Meanwhile,offline channels share only decreased by 2 percentage points.Following the frenzied e-commerce adoption at the height of the COVID-19 pandemic,companies need to think holist
31、ically about where their products are being sought by consumers.13GroceryConvenienceDrugTraditional TradeDiscounterseCommerceOn PremiseQ2 2022Q3 2022Q4 2022Q1 202326.3%15.5%11.4%8.5%7.2%6.0%3.6%E-commerce 2023 Nielsen Consumer LLC.All rights reserved.14According to An Inside Look survey results,larg
32、e companies have taken note and are adjusting their future distribution outlooks accordingly.The stories of medium-sized and small sized brands,however,skew towards a greater online presence.DrugstoreTraditional MarketConvenience StoreHypermarketChain SupermarketOtherOnline StoreOwn online channe;lM
33、ini marketDiscounterAre available only offline39%Are available only online27%Finding small brands todayWhere they want to be next051015202530Traditional TradeOnline category diversificationMore online platformsOwned online channelSynchronized omnichannel strategyOtherTraditional trade 2023 Nielsen C
34、onsumer LLC.All rights reserved.15Finding medium-sized brands todayWhere they want to be next051015202530Traditional TradeOnline category diversificationMore online platformsOwned online channelSynchronized omnichannel strategyOtherPower your e-commerce strategyCheck out NIQs in-focus podcasts about
35、 the latest trends uncovered by data.DrugstoreTraditional MarketConvenience StoreHypermarketChain SupermarketOtherOnline StoreOwn online channe;lMini marketDiscounterAre available only offline26%Are available only online13%Traditional trade 2023 Nielsen Consumer LLC.All rights reserved.05 Next for S
36、MBs38%of SMB survey respondents noted that they use market research data to predict business opportunities,and 98%have done so with success.Between the challenges faced by SMBs on pricing,retailer negotiations,changing consumer behavior,the quest for growth and sustainability requires more hits than
37、 misses.The beauty of data is that it can be searched for solutions that suit your needs.In the case of pricing,for example,with the right set of information,you can determine competitive pricing strategies,explore cost-saving measures and establish value-added differentiators to justify your prices
38、.When it comes to dealing with retailers,backing up proposals with the right category information and winning angles,can help SMBs form strong partnerships,negotiate favorable terms,diversify distribution channels and secure shelf space.Moreover,understanding and responding to consumer changes is cr
39、ucial.SMBs should actively engage with their target audience,leverage technology for personalized marketing,embrace e-commerce,and continuously innovate to meet evolving consumer preferences.By addressing these challenges head-on,SMBs can navigate the dynamic business landscape and position themselv
40、es for long-term success.Through resilience,adaptability,and a customer-centric approach,small and medium businesses have the potential to not only survive but thrive in the face of pricing challenges,retailer issues,and changing consumer trends.16Fuel your growth!Access market,category,and channel
41、data that can take your business to the next level.Contact us today 2023 Nielsen Consumer LLC.All rights reserved.17Stay ahead by staying in the loopNIQ data designed for entrepreneurs helps you keeptrack of market shares,stay on top of market trends,and build strategic plans.Understanding your cust
42、omers,competitors,and the market you operate in is keyto your growth.Build the map to grow your business;the answers come in the data.NIQ offers you and your business the following An agile and flexible solutionDesigned for entrepreneurs,small and medium businesses designed to give you the power and
43、 freedom with data via our single access point.1With affordable pricingStart with a small investment to unlock new growth potential with accurate data to achieve fast ROI.2Easy to useDeliverables via our always-on platform,with a simple&easy to use interface,providing actionable insights to grow you
44、r business.3 2023 Nielsen Consumer LLC.All rights reserved.2023 Nielsen Consumer LLC.All rights reserved.About NIQNIQ,the worlds leading consumer intelligence company,reveals new pathways to growth for retailers and consumer goods manufacturers.With operations in more than 100 countries,NIQ delivers the most complete and clear understanding of consumer buying behavior through an advanced business intelligence platform with integrated predictive analytics.NIQ delivers the Full View.NIQ was founded in 1923 and is an Advent International portfolio company.For more information,visit NIQ.com18