Lisa Byfield-Green Senior Retail Analyst, Online & Digital. 25 November 2015

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1 Lisa Byfield-Green Senior Retail Analyst, Online & Digital 25 November 2015

2 Today s presentation UK channel overview Drivers of growth Future trends Winning strategies for retailers / suppliers Source: IGD Research

3 Update and Forecasts

4 UK is the #2 global online grocery market $ billions $ billions China 0 Source: IGD Research, July 2015

5 UK Forecast summary UK market s positive trends to continue billions 250 CAGR 13.7% CAGR 13.0% Top 3 online grocery retailers % 3.5% 4.0% 4.4% 5.0% 5.7% 6.3% 7.0% 7.8% 8.6% Total grocery market Online market Note: Year to April bn 5.0% online bn 8.6% online Source: IGD Research

6 UK Forecast summary Channel forecasts Source: IGD Research Convenience, discount and online together will grow sales by 25.1bn These three growth channels will overtake superstores and hypermarkets by 2018 to account for 4 in every 10 spent 40.4% 34.7% % 21.2% 17.8% 22.0% 7.2% 11.6% 8.6% 5.0% 6.2% 5.4% Superstores and Hypermarkets Small supermarkets Convenience Discount Online Other > 25k sq ft 25-3k sq ft < 3k sq ft bn Change Source: IGD Research Total +23.1

7 UK Forecast summary Where will your growth come from to 2020? Online will grow by 8.3bn between now and 2020 That s a BIG opportunity Source: IGD Research

8 Where are shoppers buying their frozen food? 80% 70% 60% 50% Channels used to buy frozen food Shopper s missions when frozen food is purchased 50% Normal main shop 40% 30% 20% 28% 10% 0% Total Frozen Ice cream Frozen vegetables Frozen meat and fish Big main shop Supermarket Food discount Online Frozen food specialist Hypermarket Convenience High street discount Top up 14% Source: IGD ShopperVista, Oct 14 base 1,000 GB grocery shoppers

9 Drivers of Online Growth

10 What is driving online growth? Loyalty Biggest growth from retailers combining all three Mobile Convenience Source: IGD Research

11 Convenient solutions are driving interest in online shopping Used in the last month 11% say online is their main way to shop How to capture opportunities e.g. click & collect shoppers going into the store? Base: all past month online grocery shoppers Aug-Sept 15

12 Convenience Shopper-centric innovation Faster, easier, simpler Challenge: keeping ahead of shopper trends Supply chain readiness Source: Uber, Instacart, Asda, Tesco, Amazon

13 Mobile-first an essential strategy for growth Technology to serve shoppers, make life simpler Multi device journeys Mobile is personal Digital in-store IOT Source: Amazon, Apple, Yihaodian, Ocado

14 Loyalty Multichannel shoppers are valuable New initiatives becoming more exclusive, personalised Source: Amazon, Waitrose, Tesco

15 Inspiration frozen outperforms online Cross-selling, events, merchandising can all inspire Source: Iceland, Ocado, Tesco, Asda

16 Future Trends

17 New entrants and disruptors Continued evolution of the UK market are you ready? More players More convenience and choice More channel blurring How will Amazon and the discounters change the landscape? Source: IGD Research

18 Profitability under the microscope What could change here? Are you ready to align your business with the retailers? The fact is online is a less profitable channel. You have to think about how to rebuild your core business in that world Source: IGD Research

19 Winning Strategies for Online

20 Using technology to provide better solutions Finding ways to personalise the multichannel experience Location Time Mood Anytime Anywhere Purpose Need Preferences In-store, online, social, across devices and missions Source: IGD Research

21 Priorities for suppliers Do I have the right resource in place? How can I partner with retailers on new initiatives? Multichannel approach, prioritising mobile How will change impact my category? Maximise changing opportunities Innovation, inspiration, test & learn

22 The centre of excellence for strategic insights and capability development Get in touch! For further information, please contact: Or visit:

Guide from ShopperVista Channel Focus Online Channel. www.shoppervista.igd.com shopper@igd.com +44 (0) 1923 851 956 @igdshoppernews

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