1、1Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. TOTAL CONSUMER REPORT VERSION 1 Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 2Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary.

2、Do not distribute. WELCOME The formula for growth is simple. Theres really only three levers you can pull: find new buyers, get your buyers to spend more, and/or raise prices. But, talk to most retailers and fast-moving consumer goods (FMCG) companies today and theyll tell you that growth is increas

3、ingly hard to find. Our population is growing at the slowest rate since the Great Depression. For many categories across FMCG, were actually in a deflationary environment. And for many consumers, theyre spending their dollars elsewhere. So, its no surprise that the total FMCG and retail pie doesnt a

4、ppear to be growing at all. But were not facing a slowdown. What were being forced to grapple with is a systemic change to where, how and why consumers are shopping. But, the good news is, there are new consumers entering the market. Many of those consumers are willing to pay a premium for what matt

5、ers to them. So, how do we turn those factors in our favor and create real growth? Thats why Im excited to share this report with you. Well follow consumers dollars and help you understand why these new channels, services and brands are winning. And whats more, well give you a sense of what you can

6、do to respond. CHRIS MORLEY PRESIDENT, FMCG AND RETAIL NIELSEN 3Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. CONTENTS OVERVIEW . 4 E-COMMERCE . 5 RETAIL .11 TOTAL STORE .15 HEALTH Store size adjusted for Supercenters to reflect total store - See Endn

7、otes Americas overall retail footprint continues to expand with smaller stores Store CountSquare Footage Per Store 06 225,000 250,000 275,000 10,000 10,300 10,600 07 08 09 10 11 12 13 14 15 1606 07 08 09 10 11 12 13 14 15 16 15Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietar

8、y. Do not distribute. TOTAL STORE While the industry has been debating the demise of the center store for years, and packaged goods have and will shift online the fastest, growth trends are spreading across the store faster than ever. While perimeter categories continue to grow, that growth is not n

9、ecessarily at the expense of the center store. Today, why consumers are buying matters a lot more than where theyre buying. FMCG DEPARTMENT PERFORMANCE Perimeter benefits from strong growth in produce, bakery and deli $ Vol (Billions)$ % GrowthUnit Vol (Billions)Unit % Growth CENTER STORE EDIBLES 37

10、2.1-0.8154.5-1.4 GROCERY 251.20.2112.9-1.2 DAIRY 68.3-4.826.4-2.2 FROZEN FOODS 52.6-0.215.2-1.3 FRESH PERISHABLES* 1460.558.71.7 MEAT* 54-2.316.41.2 PRODUCE* 48.72.332.31.9 BAKERY* 11.51.542.2 DELI* 252.64.93.1 SEAFOOD* 6.80.11-1.7 HOME at least 66 different consumable categories include kale. Acros

11、s the store, products with kale grew +13%. It turns out, were likely all in the kale business. 18Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. TOTAL STORE TREND The health kale halo isnt limited to fresh produce. Source: Nielsen Product Insider, power

12、ed by Label Insight, 52 weeks ending Jan. 28th 2017 16Source: Nielsen Product Insider, powered by Label Insight, period ending April 16th 2017 VITAMINS/ SUPPLEMENTS +97% BABY FOOD +40% SOUPS +42% KALE +6% SAUSAGE +45% MeatDeliBakery Seafood Produce General Merch Florist Grocery different consumable

13、categories have Kale across the store ACROSS THE STORE PRODUCTS WITH KALE INCREASED DOLLARS 9.3% FROM YA Alcoholic Bevrage Non Food Frozen HBC RxDairy FROZEN ENTREES +44% CATEGORIES WITH KALE INGREDENTS: DOLLAR GROWTH VS YEAR AGO 66 And the halo extends even beyond foods. Many of the appeals driving

14、 growth in food are spilling over into other departments. At the same time that natural foods are seeing strong growth, natural personal care products are also surging in popularity. Sales of natural personal care products without artificial ingredients, without artificial colors and with botanical

15、extracts are growing 16%, 11% and 13%, respectively.16 And yes, youll even find kale increasingly as an ingredient in skin care and other beauty products. 19Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. 17Source: Nielsen Product Insider, powered by La

16、bel Insight, period ending April 16th 2017 18Source: Nielsen Answers, Total U.S., 52 weeks ending April 1st 2017, UPC-coded HEALTH & WELLNESS WHATS DRIVING WELLNESS CONSIDERATIONS Whats driving the spread of trends across the store? More than nearly any single macro trend, our collective focus on he

17、alth and wellness is fundamentally changing how we shop and what we buy. Weve identified five key drivers causing this heightened focus on wellness, many of which are interrelated: Aging population Increase in chronic diseases Rising health care costs Technology access Demand for transparency FOCUS

18、ON TRANSPARENCY While one, more or all of these are a factor for nearly all Americans, the increased focus on transparency is having one of the biggest impacts on the FMCG and retail landscape. Increasingly consumers expect most, if not all, of the products they buy to be more than goods. Some want

19、their food to be more sustainable. Sure enough, sales of foods that have been sustainably farmed are growing 11% annually. For others, they want their products to be natural and this appeal extends beyond food. Sales of personal care products with natural ingredients and no artificial fragrances are

20、 growing 16%.17 Its probably no surprise then that a number of healthful claims are driving substantial sales volume and staggering growth across the store. Gluten free products delivered $67 billion in sales over the last year, still growing at 6.6% annually.18 Many claims like “cruelty free” or “g

21、rass fed” represent the next wave of better for you products, delivering not only benefits to the individual consumer but also our food supply and the environment. 20Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. TOP WELLNESS CLAIMS Consumers increasin

22、gly influenced by where and how their products are sourced TOP OF THE TOPUP AND COMING Top Health & Wellness Claims by Dollar SalesFastest growing Health & Wellness Claims by Dollar Growth H&W CLAIM DOLLARS ($B) $ % GROWTH H&W CLAIM DOLLARS ($B) $ % GROWTH NATURAL PRESENCE 88.40.9 GRAIN FREE 0.5742.

23、7 GLUTEN FREE 67.06.6 CRUELTY FREE 0.7538.8 SOY 66.71.9 GRASS FED 0.5637.0 VITAMIN/MINERAL PRESENCE 60.1-2.0 CORN FREE 1.2324.7 FAT PRESENCE 59.5-5.5 STEVIA 1.9221.3 Source: Nielsen Answers, Total U.S., 52 weeks ending April 1st 2017, UPC-coded While the “grass fed” appeal is obviously heavily conce

24、ntrated in one department - meat - the opportunity in cleaner, healthier products isnt limited to any one department or category. But, as consumers are scrutinizing their products more, its not enough to just claim to be healthy. You have to deliver on it as well. And more than ever, the way to deli

25、ver is with cleaner products, free from ingredients consumers simply dont trust. Deliver cleaner products for consumers and they will deliver for you as well. In fact, 68% of consumers worldwide say theyre willing to pay more for foods and drinks that avoid undesirable ingredients.19 FMCG companies

26、manufacturers and retailers alike need to connect cleaner products with packaging, signage and other information that reinforces the healthful benefit to the consumer. If you do that well, the upside is staggering. Of the $239 billion in sales of products without artificial colors, only $18 billion

27、- or 7% - of those sales were from products claiming to be free from artificial colors on the package. So, start by making cleaner products. And then, clearly and simply reinforce that benefit to consumers with on package or even online messaging. 19Nielsen, Global Ingredient Study, August 2016 21Co

28、pyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. CLEANER PRODUCTS DELIVER GROWTH While these clean label products20 represent roughly 30% of total packaged food and beverage sales, they delivered all of the growth over the last five years. However, that gr

29、owth has not been evenly distributed across all brands and manufacturers. In the last year, small manufacturers sold the highest share of clean label products when compared to their conventional sales (40% vs. 60%, respectively) than large manufacturers (24% vs. 76%), middle-sized manufacturers (38%

30、 vs. 62%) and private-label manufacturers (27% vs. 73%). CLEAN LABEL SALES SHARE The smallest companies are seeing the largest clean label share Source: Nielsen Product Insider, powered by Label Insight, 52 weeks ending April 29th 2017 70% 76% 62% 60% 73% 30% 24% 38% 40% 27% TOTAL Largest Middle Sma

31、llest Private Label Clean labelConventional 20See Endnotes regarding definition of “Clean Label” products 22Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. As the smallest companies are more focused on clean label products, theyre driving outsized growt

32、h from these products as well. While manufacturers of all sizes are seeing growth from cleaner products, the smallest 16,000 food and beverage manufacturers21 are growing sales from clean products at nearly twice the rate of the largest 10-15 companies. As a result, these small manufacturers deliver

33、ed 35% of all clean product growth over the last five years, despite only selling 15% of all food and beverage dollars.22 Clean label products are a big opportunity and on the whole, the smallest brands and companies are moving quickest to take advantage. CLEANER CATEGORIES ARE WINNING Dairy has lon

34、g faced disruption from non-dairy alternatives like almond milk. Were seeing a similar dynamic across other departments. Water, and in particular, sparkling water, is capturing more of Americans beverage dollars. Water amassed $12.7 billion in sales over the last year, growing 5%. Sparkling water no

35、w accounts for 17% of all water sales, growing 13% annually. 77% of Americans say they are trying to drink more water to be more healthy.23 Obviously, for other beverages, this represents a competitive threat. But, as more Americans are drinking water and getting healthy from within, how will that i

36、mpact demand for skin care, for example? The point is that if youre not casting a wide net to understand your “competition”, you might be missing the next big thing. Despite declining prices, the meat department has seen volumetric declines in consumption over the last year. This doesnt mean that al

37、l of America is going vegetarian any time soon. The vast majority of American households are still buying meat. But, more Americans are experimenting with plant-based proteins as part of flexitarian diets or simply to improve overall health. Of those eating more plant-based foods, 51% are doing so t

38、o eat more “cleanly.”24 For more consumers, cleaner products are a path towards cleaner living. But, every shopper will have a different set of needs so its more important than ever to truly understand what motivates your shopper. 21Based on manufacturers selling at least $100,000 per year 22Nielsen

39、 Answers, Total U.S., 52 weeks ending April 29th 2017 vs. 5 years-ago, UPC-coded, excludes Tobacco. 23Nielsen, Healthy Happy Home Study, 2017 24Nielsen, Plant-based Protein Report, 2017 23Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. TOTAL FOOD EXPEND

40、ITURE In 2016, more money was spent on food away from home for the first time Source: USDA Food Expenditure Data RESTAURANTS & FOOD SERVICE According to the USDA, 2016 was the first year in which more food dollars were spent away from home than for in-home consumption. While this feels like an infle

41、ction point for how we consume food, and more broadly entertainment, restaurants are facing many of the same challenges were seeing in food retail. Deflation is thinning restaurants already compressed margins, consumers are choosing where to eat with more of a focus on healthfulness and even e-comme

42、rce is having an impact on how people are dining at, or more accurately, from, restaurants. 2003 54.6% 49.8% 200420052006200720082009200016 AWAY FROM HOME AT HOME 24Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. While restaurants

43、have seen growth over the last year, that growth is far outpaced by restaurant delivery services. In fact, despite sales growth, restaurants have lost share while delivery services, meal kits and online grocery delivery have all gained.25 And for those that are still dining at restaurants, that expe

44、rience has changed as well. A variety of apps have enabled consumers to not only make a reservation at a restaurant, but also pre-order their meal so its waiting on the table when they arrive. The three course dinner and the three martini lunch may be a thing of the past. Despite that, there is stil

45、l strong growth opportunity out of the home and in restaurants. ON-PREMISE DINING LOCATION GROWTH BY FOOD TYPE More restaurants are placing a bigger focus on the drink menu Source: Nielsen TDLinx 2016 2011 Count2016 CountGrowth All On Premise Dining 185,399 219,21818.2% American 42,882 53,13323.9% M

46、exican 23,781 29,83025.4% Varied Menu 29,254 28,714-1.8% Pizza 17,649 21,06319.3% Italian 15,222 15,8294.0% Japanese/Sushi 6,878 9,78942.3% Seafood 6,582 7,64316.1% Asian (Other) 7,754 7,189-7.3% Chinese 6,231 6,8079.2% Steak 6,488 6,6432.4% 251010data credit card panel insights Nielsen data and ana

47、lytics, See Endnotes. 25Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. The number of dining establishments serving alcohol continues to increase, growing 18% over the last five years. However, despite this expansion in the on-premise market, beer and w

48、ine face competitive challenges as spirits become a bigger part of the dining experience. Cocktail culture is expanding to include craft, barrel-aged cocktails, cocktail pairing menus and other cues from beer and wine growth areas. As a result, the percentage of on premise dining locations selling “spirits” has increased steadily over the past five years. Expanding by 25% over the last five years, Mexican restaurants are growing the fastest in terms of number o