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1、TOTAL CONSUMER REPORT Copyright 2017 The Nielsen Company (US), LLC. All Rights Reserved. VOLUME 3 2Copyright 2017 The Nielsen Company (US), LLC. All Rights Reserved. WELCOME While weve escaped the worst of the slowdown from early 2017, that doesnt mean we can lose momentum in the pursuit of growth i

2、n todays flat market conditions. The U.S. fast-moving consumer goods (FMCG) industry is no less competitive, nor is it likely that future growth will be arrived at with ease. That said, the search for white space opportunity and the fight for share of consumers wallets is still within reach. Its jus

3、t a matter of careful guidance in selecting the moves to prime optimal success. Thats what we and our Connected Partners hope to support as you head into the new year and beyond. You see, growth is achievable, its just harder to find than it may have been in past. Traditional categorical barriers ac

4、ross the industry are fading. With the rise of healthful ingredients strategically placed in consumables, or the use of superfoods in natural ailment remedies, so collides the worlds of health and packaged foods. The expanded competitive sets across center of store and fresh foods are another exampl

5、e. From agave nectar to kefir, or the expanse of alternative grains like cauliflower rice it begs the question: What defines something as produce or a source of grain product for consumers? Which foods now act as medicines? Considering the health and wellness implications, are we all in the health b

6、usiness? The comparisons are seemingly endless and the boundary lines fewer and far between. I hope youll continue to join us on our journey to total consumer measurement. Were excited to share our latest perspectives on navigating the fluid landscape of today to help guide your next steps forward.

7、CHRIS MORLEY President, FMCG and Retail Nielsen 3Copyright 2017 The Nielsen Company (US), LLC. All Rights Reserved. CONTENTS OVERVIEW . 4 TOTAL STORE . 5 RETAIL . 13 HEALTH however, when it comes to curbside pick-up, there is huge opportunity with food, particularly with fresh and perishable items.

8、Fresh categories have the highest consideration of curbside pick-up fulfillment (50% would consider it, and 35% even prefer this type of fulfillment for fresh).10 Though there is promise across both food and nonfood domains with regard to online shopping, the need for seamless integration with retai

9、lers is further underlined. As part of the Digitally-Engaged Food Shopper analysis we completed with FMI, we found that over one-third of surveyed retailers (36%) do not provide online purchasing, and 33% are not equipped to support online purchases (via click and collect, store delivery or home del

10、ivery).11 This leaves much possibility. It also highlights how much progress still lies ahead in the evolution to a true omnichannel environment for all. 9 Nielsen, Digital Shopping Fundamentals, 2017 10 Nielsen, Digital Shopping Fundamentals, 2017 11 FMI survey of 64 retailers, 2017 TOP ONLINE CATE

11、GORIES PURCHASED BY FULFILLMENT Source: Nielsen, Digital Shopping Fundamentals, 2017 DELIVERY Vitamins Pet treats Toilet paper Pet supplies Cosmetics IN-STORE PICK-UP Toilet paper Vitamins etc. Laundry care Paper towels Cleaners CURBSIDE PICK-UP Chips etc. Fresh fruit/veg Canned foods Milk/creamer P

12、ackaged breads etc. E-COMMERCE 24Copyright 2017 The Nielsen Company (US), LLC. All Rights Reserved. Hand & body lotion Facial cleanser & moisturizer Dog food Disposable diapers & training pants Cat food E-COMMERCE - DEPARTMENT INSIGHTS Pet Care categories have largest and fastest-growing presence on

13、line E-COMMERCE SHARE OF SALES -3.2% +6.8% +92.2% +2.7% +63.2% Source: Nielsen E-commerce measurement, Total US, Latest 52 weeks ended Aug. 12, 2017 30.0% 21.9% 18.3% 13.2% 12.6% E-COMMERCE $ % GROWTH At a category level, pet care strongholds like dog and cat food have seen outsized growth via e-com

14、merce. Valued at nearly $28 billion dollars across both e-commerce and mainstream brick-and-mortar channels, pet care has seen overall sales growth of +25%, with e-commerce driving the vast majority of growth, outperforming in-store rates this year. Looking at dog food alone, e-commerce adds an addi

15、tional $2.2 billion to the $10 billion dollar valuation of the category in stores and is driving dollar growth of 92.2%, notably above the in-store dollar growth at 1%. Whats more, at a manufacturer level, the addition of e-commerce to the traditional landscape broadens opportunities for both small

16、and large brands. You see, the online space is choc full of smaller niche brands, giving length (and virtual real estate) to an even longer tail of brands than were used to seeing in traditional retail. E-COMMERCE 25Copyright 2017 The Nielsen Company (US), LLC. All Rights Reserved. And the upside fo

17、r big players? Currently, the top 20 manufacturers in traditional retail comprise 82% share of dog food and are seeing sales growth of 1%. Those same 20 manufacturers are seeing an impressive 114% sales growth online. While their online share is half the size of their share in traditional channels (

18、42% compared to 82% in brick-and-mortar) due to the many additional competitors in the online space, there is also ample room to grow. One thing to keep in mind, however, is that growth online shouldnt come at the cost of growth in-store. Unfortunately, the reality is that, for many companies, findi

19、ng growth online comes at the sacrifice of performance in stores. For the top 20 brick-and-mortar dog food manufacturers weve analyzed, only 11 have been able to drive growth in sales across both e-commerce and in-store channels this year. ONLINE OPPORTUNITY FOR LARGE BRANDS Top dog food manufacture

20、rs from B&M see outsized growth online TOP 20 MANUFACTURERS DOG FOOD Top 20 manufacturersRemaining Source: Nielsen Retail Measurement Services, Core syndicated hierarchy, and Nielsen E-commerce measurement, Total U.S., 52 weeks ended Aug. 12, 2017 $1.82B $1.29B $0.94B $8.13B 82% $ Share +1.1% $ Grow

21、th 42% $ Share +114% $ Growth Traditional retail $ (billions) E-Commerce $ (billions) E-COMMERCE 26Copyright 2017 The Nielsen Company (US), LLC. All Rights Reserved. TOP DEPARTMENTS 2016 TREND: SEASONALITY IN YEAR-END CLEANING E-COMMERCE PERFORMANCE Source: Nielsen Category Shopping Fundamentals, 20

22、17, and Nielsen Total Store Report, E-commerce measurement, Total U.S., 52 weeks ended July 1, 2017 Source: Nielsen E-commerce measurement, Total U.S., four-weekly periods ended Aug. 13, 2016 through to Dec. 31, 2016 $ Growth vs. Year-Ago $ Share ONLINE PURCHASE CONSIDERATION BY % SHOPPERS E-COMMERC

23、E $ % GROWTH VS. YEAR-AGO HOUSEHOLD PRODUCTS Snacks Household products Personal care Pet care July4 weeks ending DecemberNovemberOctoberSeptemberAugust Health care 15% 22% 27% 29% 33% 23.6% 9.1% Household care is another prominent source for e-commerce growth. Among the top departments for online pu

24、rchase consideration, household care has seen nearly 24% growth in e-commerce sales this year. In analyzing key household care categories, a trend in year-end cleaning emerges. During the months between September and November, online shoppers bought more household care products like fabric softener,

25、 laundry detergent and bleach. In fact, during 2016, the top online sales month for bleach occurred in the four weeks ended Oct. 8, 2016, while the top for online fabric softener sales occurred in the four weeks ended. Nov. 5, 2016. Looking to reach more consumers shopping for household products? Pe

26、rhaps the months of September and October are your next big opportunity. Laundry detergentFabric softenerBleachFabric treatmentsDish detergentDeodorizers, fresheners and scents E-COMMERCE 27Copyright 2017 The Nielsen Company (US), LLC. All Rights Reserved. TOP 10 SUBSCRIPTION CATEGORIES WHAT FMCG CA

27、TEGORIES HAVE THE HIGHEST RATE OF SUBSCRIPTION ORDERS? #1 #6 #2 #7 #3 #8 #4 #9 #5 #10 Dry dog food Mens razors Pet treats Toilet paper Diapers & wipes Prescription Rx Meal kits Cat food Vitamins, etc. Chips, etc. Source: Nielsen, Digital Shopping Fundamentals, 2017 Non-foodFood Subscription services

28、 are garnering much attention, especially as consumers become inundated with data, information and marketing messages. Given the hundreds of decisions were forced to make every day as a result of this data overload, many consumers are using subscriptions as a means to automate and streamline their l

29、ives. These services provide the convenience of regular product stock-ups, with the time savings of routinizing purchase decisions among trusted products. Today, 20% of online orders are part of a subscription service.12 While many of the most popular subscription-ordered categories are non-food rel

30、ated, meal kits and chips are two food categories that have begun to penetrate the online subscription space. In fact, snacks, in general are gaining support through e-commerce sales. With the holidays in mind, the below summarizes some of the headways snack-related categories like candy and cookies

31、 have had via e-commerce over the holiday period of 2016. While online fulfillment models have a long way to go to replicate the immediacy of buying a treat in-store, e-commerce is enabling shoppers to automate the replenishment of these items. 12 Nielsen, Digital Shopping Fundamentals, 2017 E-COMME

32、RCE 28Copyright 2017 The Nielsen Company (US), LLC. All Rights Reserved. E-COMMERCE SALES (MILLIONS) OctoberNovemberDecember SWEET GAINS ONLINE In the 12 weeks ending Dec. 31, 2016. 31.7M 37.5M37.3M 6.7M 8.8M 10.2M CANDY $106.5M +14% vs. YA COOKIES $25.7M +44% vs. YA Source: Nielsen E-commerce measu

33、rement, Total U.S., 12 weeks ended Dec. 31, 2016 E-COMMERCE 29Copyright 2017 The Nielsen Company (US), LLC. All Rights Reserved. MULTICULTURAL As fast as channels are fragmenting and categorical barriers are blurring, the mix of ethnic and sociodemographic cohorts in the U.S. is growing and evolving

34、. Diversity is not a trend anymore, its a reality. And so, tailoring product offerings to the unique preferences of demographic groups is essential for success. Our previous look into examples of holiday snacks seeing growth online points to opportunities to maximize snack segments to the preference

35、s of key consumer cohorts. Asian-American consumers, for example, have a distinct likelihood to purchase better-for-you snacking options like health bars or meat snacks. Meanwhile, black and Hispanic consumers over- index in spending on a number of similar categories. Both groups favor the assortmen

36、t present in snack variety packs and are likely to purchase confectionary gift packages and indulge in purchasing pork rinds. White consumers show a likely affinity toward sugar-conscious dietetic candies and chocolates in addition to snack staples like potato sticks, corn chips and pretzels. 29Copy

37、right 2017 The Nielsen Company (US), LLC. All Rights Reserved. MULTICULTURAL 30Copyright 2017 The Nielsen Company (US), LLC. All Rights Reserved. DOLLAR INDEX ON SNACKING CATEGORIES BY MULTICULTURAL COHORT Asian-American households are more likely than the average consumer to purchase better-for-you

38、 snack options High Opportunity Categories$ Index WHITE Dietetic chocolate117 Pretzels115 Dietetic candy115 Potato sticks114 Corn chips110 BLACK Pork rinds233 Snack variety packs147 Candy/gum gift package136 Popcorn118 Caramel corn117 HISPANIC Confectionary paste226 Candy/gum gift package224 Snack v

39、ariety packs144 Lollipops129 Pork rinds129 ASIAN Meat snacks123 Miniature candy109 Popcorn104 Health bars & sticks102 Chocolate 99 SNACK PREFERENCE BY RACE Source: Nielsen Spectra, Consumer Profiles, Data Version: Oct. 2017 MULTICULTURAL 31Copyright 2017 The Nielsen Company (US), LLC. All Rights Res

40、erved. URBANIZATION AND AFFLUENCE Snacking categories most likely to be purchased by consumers within each Lifestyle High AffluenceLow Affluence RuralSuburbanUrban LOW HIGH COMFORTABLE COUNTRY PLAIN RURAL LIVING AFFLUENT SUBURBAN SPREADS MODEST WORKING TOWNS COSMOPOLITAN CENTERS STRUGGLING URBAN COR

41、ES HIGH URBANIZATION AFFLUENCE Snack dip mixes123 Potato sticks123 Marshmallows121 Pork rinds139 Dietetic candy132 Canned snack dips127 Confectionary paste187 Popped popcorn142 Health bars & sticks139 Pork rinds113 Puffed cheese snacks105 Candy kits103 Health bars & sticks122 Confectionary paste106

42、Trail mixes103 Pork rinds122 Candy/gum gift packs120 Snack variety packs111 MORE AFFLUENT, MORE URBAN Health bars & sticks Trail mixes Popped popcorn MORE RURAL, LESS AFFLUENT Pork rinds Candy/gum in gift packs Puffed cheese snacks From the stance of sociodemographic understanding, there are specifi

43、c groupings of snack genres that emerge among snacking categories when analyzed by the affluence and level of urbanization of consumers dwellings. As might be expected, affluence seems to be a dividing factor in the impact of health and wellness on snacking preferences. Consumers living in the most

44、affluent and urban neighborhoods are most likely to purchase snacks like health bars, trail mix and popcorn. Conversely, pork rinds are the highest-indexing snack among households of lower affluence. Source: Nielsen Spectra, Consumer Profiles, Data Version: Oct. 2017 MULTICULTURAL 32Copyright 2017 T

45、he Nielsen Company (US), LLC. All Rights Reserved. While the impacts of income and standard of living may seem predictive, knowing these snacking preferences can enable the creation of regional groupings for strategic targeting. After recognizing the high opportunity snacking segments of rural consu

46、mers, a target audience can be isolated for analysis across geographies of choice. Through the process of matching available markets to the demographics of the selected target audience, high opportunity market areas can be located on the ground for strategic engagement. Imagine youre trying to find

47、new opportunities to grow snack dips, or, snack mixes. They have each experienced sales declines in the past year (-2% in dollars for snack dips and -1% for snack mixes) and both are purchased by rural households more than expected levels.13 The example below highlights the top markets for rural sna

48、cking consumers. The five Nielsen DMAs (designated market areas) on the map are the rural communities with the highest concentration of households matching the criteria of our target audience, in this case, rural households who purchase snacks. This presents a framework that, when fit to your sector- specific criteria, can highlight key geographies, accounts or even stores that are of highest opportunity to your business. TOP MARKET AREAS - SNACKS & RURAL CONSUMERS Juneau and Glendive among top t