1、TOTAL CONSUMER REPORT Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. DECEMBER 2018 2 Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. JOHN TAVOLIERI Chief Technology and Operations Officer and U.S. Buy Pres

2、ident Nielsen WELCOME The third quarter of the year brought a return to growth for U.S. fast-moving consumer goods (FMCG). Within brick-and-mortar outlets, the uptick from a year ago was modest, with dollar sales up 1.8% and unit volume recovering from mid-year declines, flat at 0.1%. In these times

3、 of inflationary growth, its become pivotal for manufacturers and retailers to understand where consumer optimism exists, and not just manage, but activate the data streams that power this understanding. Today, our nation remains well above the global average when it comes to consumer optimism. In f

4、act, for the third consecutive quarter, overall American consumer confidence has held steady with an index score of 123, according to the third-quarter 2018 Conference Board Global Consumer Confidence Survey, which is produced in collaboration with Nielsen. Relative to the third-quarter 2018 global

5、average of 106, U.S. consumers are uniquely optimistic about both their job prospects and financial outlook. So what can you do about it? Wed argue that you need to get closer to your customers than ever before. Truly understand how you can make their lives simpler and more fulfilling by identifying

6、 which problems you are trying to solve for them. Data can help you to achieve this, and in making your data work harder for you, you can make better, more informed decisions that will help to activate growth, not just discover where it is. This is an exciting time for our industry: Advanced technol

7、ogy presents an opportunity to reconsider the utility of the data at your disposal, whether its your own data, data from third-party suppliers, retail data and more. As we evolve into a tech-driven market, you cant afford not to count data among your core assets. The good news is that its now easier

8、 than ever to invest in and receive data in its most usable form, ensuring that you reap a return on that investment. When it comes to having a useful, holistic, end-to-end data strategy, seek data that enables you and your teams to solve problems, both for the good of the consumer and for your orga

9、nizations operational effectiveness and efficiency. Migrate your teams to spend less time mining data in siloed environments and more time activating best-in-class data assets on-demand. The insights in this report offer a great foundation into the state of our industry. But I invite you to build on

10、 this foundation and use it as a call to action inside your organization. Use it as inspiration to go deeper and broader, and begin the path to democratizing data to maximize the benefits to your organization. We recognize that a single source of data within an enterprise is no longer sufficient to

11、drive the insights needed to succeed in todays environment. Thats why weve built Nielsen Connect, an open ecosystem that brings together the best in data assets, integrated within the most robust, open source, cloud-based technology to unleash the power of all of your data. Our industry is transform

12、ing. Its why weve built such unique capabilities that deliver consumer intelligence without barriers or latency so that you can make better decisions faster. Our Industry, Your Future, Transformed. 3 Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. CONTE

13、NTS OVERVIEW .4 TOTAL STORE .7 RETAIL .14 E-COMMERCE .20 HEALTH a figure thats by and large beyond what wed expect relative to the categorys size. Considering that fresh foods command just 24% of in-store FMCG sales, they have accounted for a whopping 44% of brick-and-mortar growth. Despite these ou

14、tsized dollar figures, its important to relate this back to a common volumetric denominator. In terms of unit volume, fresh foods fall flat, up just 207 million units this year, or 0.3%. TOTAL STORE 9 Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. As t

15、he search for consumption growth becomes increasingly challenging, its essential to follow consumer demand with granularity and regularity. Finding, and even predicting, a trend can be an arduous task, but one thats made easier through intelligent, technologically advanced data applications. For exa

16、mple, weve identified beverages as an in-store growth driver. In the latest year, mainstream U.S. retail outlets have sold over $56 billion in beverages, representing year-over-year sales growth of $1.8 billion (3%) and 2% unit volume growth. But not every beverage category across the store has out-

17、 performed, and following the path to growth is the first step on the journey to changing and reinvigorating consumption occasions with your products. TOTAL STORE GROWTH TRENDS IN BEVERAGES Beverage performance driven by water and functional drinks Source: Nielsen Retail Measurement Services, Total

18、Food View, Total U.S. xAOC, annual sales of more than $10 million, 52 weeks ended Nov. 24, 2018, UPC-coded and random-weight/non-UPC data WHATS HOTWHATS NOT CATEGORY $ % GROWTH UNIT % GROWTH CATEGORY $ % GROWTH UNIT % GROWTH KOMBUCHA 42.942.1 FRUIT includes pet superstores, neighborhood pet retailer

19、s and estimates of farm and feed channel With that said, theres still a niche being served via pet superstores and neighborhood pet retailers. Together, “specialized” pet retail offerings (superstores and neighborhood pet stores) represent a combined $8 billion in annual sales and 3.2 billion in pou

20、nds of pet consumables. But performance hasnt been consistent across retail sectors in this space. In fact, while pet superstores have seen declines in both volume and dollar sales, neighborhood pet retailers have continued to experience impressive dollar and volume growth. Neighborhood pet shops ar

21、e differentiated in their ability to offer personalized services and access to communities of interest to their shopper bases. These factors are appealing to consumers, and a closer look at past performance indicates that small regional chains and independent storefronts have driven the most growth

22、among pet “specialist” retailers. With unmatched assortment available online, as well as the convenience of pet food availability in mainstream retail, pet superstores have struggled to compete. As well review a little later, the recipe for success in pet care is heavily grounded in understanding di

23、gital shopping fundamentals. $29.1B IN PET CONSUMABLES SOLD ACROSS PHYSICAL RETAIL CHANNELS. PET CONSUMABLES $3.5B $1.6B $8.0B $16.0B RETAIL CONNECTED AMERICA Relative to global measures, America still leads in connectivity Sources: Curated via Nielsen Connected Commerce Report, 2018, with excerpts

24、from 1) Internet Penetration: Demand Institute, 2) Mobile Internet Penetration, Frequency and Daily Time Spent: We Are Social & Hootsuite, Digital in 2018 E-COMMERCE Today, 53% of the global population (4 billion people) are connected to the internet. In the U.S., that figure jumps to 84%. Digital i

25、nfrastructure is abound in nearly every aspect of our lifestyles, and America is not surprisingly well above global averages in terms of connectivity among consumers. Companies recognize the influence and impact that their online presence (via branded digital propertieswebsites, advertising and soci

26、al media) has had on their in-store sales growth, and taking an omni-channel perspective to retail activation has become a necessity. DAILY 287 MILLION CONNECTED PEOPLE GLOBAL 53% 4.0 Billion Connected People Globally INTERNET PENETRATION 84%75%86%6.5H MOBILE INTERNET PENETRATION FREQUENCY OF INTERN

27、ET USE DAILY TIME SPENT 244 MILLION CONNECTED PEOPLE GLOBAL 50% 3.7 Billion Connected People Globally 246 MILLION CONNECTED PEOPLE GLOBAL 85% 3.4 Billion Connected People Globally 6H 30M DAILY TIME SPENT ONLINE GLOBAL 6H 33M Asia Pacifi c 7H 34M Latin America 8H 14M E-COMMERCE Copyright 2018 The Nie

28、lsen Company (US), LLC. Confidential and proprietary. Do not distribute. 20 21 Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. Across the U.S. FMCG landscape, we find ourselves well on the path to reaching e-commerce retailing maturation. As reviewed in

29、 our March 2018 Total Consumer Report, were past the tipping point of 20% market penetration. Research from Nielsen and Food Marketing Institute (FMI) projects that well hit a mature state (70% of consumers purchasing food and beverage goods online) in less than seven years. Nielsen e-commerce measu

30、rement, powered by Rakuten Intelligence, values online FMCG sales at $46.3 billion in the year ended Aug. 25, 2018. Growing at a healthy rate of 29% year-over-year, the online marketplace is vibrant. At the consumer level, spend per capita is also seeing rapid expansion, up nearly 17% from 2017. Thi

31、s demonstrates that individual shoppers have continually embraced the power of omnichannel purchasing. As consumers gain confidence in purchasing online, shopper penetration, volume and frequency of online purchases have continued to grow. E-commerce advancement hinges on the consumerstheir online u

32、sage behavior and habits, adoption drivers, tipping points and challenges. FMCG E-COMMERCE EXPANSION CONTINUES At the consumer level, spending online sees rapid growth Source: Nielsen e-commerce measurement powered by Rakuten Intelligence, 52 weeks ended Aug. 25, 2018 While online retail continues t

33、o make inroads in converting new FMCG shoppers, the space of food and beverages remains an area of opportunity. Whether due to the need for immediacy, tactile needs for interaction with products or the trust and familiarity of online platforms, theres still room to grow online purchases of food prod

34、ucts in the U.S. In fact, compared with consumers in other global markets, Americans are far less familiar with online grocery purchasing. Where over half (57%) of surveyed consumers in China claim to have purchased grocery products online, only 21% of surveyed Americans would say the same. As we re

35、viewed earlier, America is certainly a heavily connected nation relative to global averages. But as can be seen here, theres much room to grow in terms of transforming digital connectivity into digital purchase conversion, particularly within the realm of food purchases. DOLLARS SALES (BILLIONS) 201

36、6$26.4B 2017$35.9B 2018$46.3B DOLLARS PER PERSON 2016$297 2017$324 2018$378 E-COMMERCE 22 Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. But the U.S. online market for grocery products isnt without its bright spots. Looking at sales performance, variou

37、s grocery categories have already begun to see a sizeable amount of sales flow through e-commerce channels. Interestingly, we see cereal emerge as a high-growth opportunity in the digital world. Growing at 42% in dollars year-over- year, theres a niche demand for cereal online thats adding much-need

38、ed growth to a category thats struggled severely in traditional stores in recent years. Where growth has all but disappeared in physical retail channels, the online marketplace affords a chance to meet niche needs for convenience or assortment. ONLINE PURCHASING OF PACKAGED GROCERIES Online grocery

39、purchasing is on the rise in the U.S., but penetration lags behind global rates MAJOR GROCERY CATEGORIES ONLINE Beverages are generating sizable sales online as FMCG e-commerce continues to mature Sources: Nielsen Connected Commerce Report, 2018 Source: Nielsen e-commerce measurement powered by Raku

40、ten Intelligence, 52 weeks ended Aug. 25, 2018 vs. two years ago GLOBAL +3 PT. GROWTH VS. 2017 CHINA +1 KOREA +2 INDIA +7 JAPAN +2 UNITED STATES +1 CANADA +4 30% 57% 45% 40% 37% 21% 16% % EVER PURCHASED ONLINE DOLLAR SALESDOLLAR % CHANGE COFFEE$1,165M SPORTS NUTRITION & CEREAL BARS$584M NUTRITION DR

41、INKS$437M TEA$248M CEREALS$224M 6.9 14.1 22.5 25.8 41.7 E-COMMERCE 23 Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. While a handful of grocery categories are seeing meaningful growth online, there are many non-food FMCG examples that are blooming or h

42、ave already matured via true omnichannel activation. Looking at online sales by sector, pet care remains the fastest-growing sector of FMCG e-commerce. The swift pace of positive change driving pet care online, coupled with the strong presence of brick-and-mortar pet consumables, showcases how omnic

43、hannel success is a nearer-term reality for U.S. FMCG. At a time where consumption of products has plateaued, new use cases can be fostered and developed in integrating online and in-store shopping behaviors. FMCG ONLINE SALES - THREE-YEAR COMPOUND ANNUAL GROWTH RATE Pet care is driving online growt

44、h Source: Nielsen e-commerce measurement powered by Rakuten Intelligence, 52 weeks ended Aug. 25, 2018 vs. two years ago TOTAL FMCG PET CARE GROCERY & GOURMET FOOD HOUSEHOLD CARE HEALTH & BEAUTY BABY CARE 32% 60% 38% 34% 28% 15% E-COMMERCE HEALTH & WELLNESS WHATS DRIVING WELLNESS CONSIDERATIONS Our

45、FMCG needs have been transformed by continual education, access to inbound information beyond compare and social awareness manifested and influenced by digital levers. Label claims and ingredient trends can be used to align your products to the identities consumers seek and continually shape via onl

46、ine media. In order to accurately understand label claims and ingredient trends, holistic and on-demand measurement of the food landscape is key to success. A common theme emerges when we analyze the top-growing health and wellness claims made on products this quarter. From the growth in cruelty- fr

47、ee products that refrain from animal testing to the emergence of grass- fed and free range animal byproducts, Americans remain interested in the welfare and treatment of animals in the products they buy. HEALTH & WELLNESS Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do

48、 not distribute. 24 25 Copyright 2018 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. TOP WELLNESS CLAIMS - Q3 2018 From grain-free pet food to grass-fed animal byproducts and more, Americans hold animal welfare top of mind FASTEST GROWING HEALTH & WELLNESS CLAIMS BY DOLLAR GROWTH Source: Nielsen Retail Measurement Services, Total Food View, Total U.S. xAOC, 52 weeks ended Nov. 24, 2018 and 13 weeks ended Sept. 29, 2018, UPC-coded and rand