FOCUS ON ETHNIC THE PATH TO CAPTURING THE GROWTH. Judy Chang Ethnic Practice Area Lead Perry Hassen VP, Consumer & Shopper

Transcription

1 FOCUS ON ETHNIC THE PATH TO CAPTURING THE GROWTH Judy Chang Ethnic Practice Area Lead Perry Hassen VP, Consumer & Shopper

2 TODAYS SPEAKERS Perry Hassen VP, Consumer & Shopper Practice Area Nielsen Canada Judy Chang Ethnic Area Practice Lead Nielsen Canada 2

3 WHAT WE LL TALK ABOUT TODAY 1 The Opportunity is still huge 2 Path for growth 3 Companies Perspectives 4 What can you do today? 3

4 1 The opportunity is still huge

5 VISIBLE MINORITIES WILL BRING AN ADDITIONAL $5 BIL TO CDN MANUFACTURERS BY 2017 Canadians (Millions) M Visible Minorities in Canada 7.1M % of Cdn Pop $29.5B Year $4.7B incremental Source: Statistics Canada, 2010; Homescan data, 2012, Visible Minority definition aligned with Statistics Canada definition 21% of Cdn Pop $34.2B 5

6 RECALL THAT VISIBLE MINORITIES WILL DOUBLE WHILE CAUCASIANS WILL ONLY GROW 10% 2011 VM 6.3 Mil 2031 VM 12.8 Mil More than Double! Caucasians 26.5 Mil 10% Growth Caucasians 29.2 Mil Source: Statistics Canada 2010 Medium Growth (Reference scenario), 2011 Immigration & Ethno-cultural Diversity in Canada 6

7 ETHNIC STORES CONTINUE TO CAPTURE A LARGER SHARE OF CANADIAN WALLETS Ethnic Stores +14% Estimate $4-5 Billion* 16% shop ethnic stores Toronto at 35% Spending $306 per year 10 trips per year Source: Nielsen Homescan Retailer Watch Canada 52 weeks to December 28, 2013 VYA; * CIBC World Markets; Perry Caicco, Food Industry Analyst 7

8 NOT SURPRISINGLY, $ PER SHOPPER IN ETHNIC STORES ARE HIGHEST IN BC AND ONTARIO $ per shopper is the highest in Toronto Canada: $306 per shopper Maritimes $71 B.C. $354 Prairies $300 Ontario $329 Toronto $403 Source: Nielsen Channel Watch, $ per Shopper, Total Buyer for Total Ethnic Store, December 2013 Quebec $243 8

9 ETHNIC STORES FULFILL DISTINCT NEEDS FOR CHINESE & SOUTH ASIAN CONSUMERS CHINESE: ETHNIC CHOICES & VALUE S. ASIANS: VALUE Chinese Banners South Asians Banners Remaining Grocery Discount banners 3X 3X 2X Warehouse Clubs 2X Source: Nielsen Ethnic Action Package (Syndicated), Share of Requirement of Ethnic buyer group Drug Stores 9

10 CHINESE SHOPPERS VALUE FRESH AND EXPERIENCE MORE THAN GENERAL POPULATION General Population Everything in one shop Chinese Wide range of fresh fish and meat Easy to quickly find Good value for money Spacious & Well presented product displays Efficient checkout counters Source: 2013 Nielsen Shopper Trends Ontario Grocery Stated Importance vs. Derived Importance In common Fresh Wide Variety Enjoyable shopper experience 10

11 FAMILIAR FOODS STILL PERSIST FOR ETHNIC GROUPS IN CANADA Chinese ($/buyer index) 2X 1.5X 1.5X Source: Nielsen Ethnic Action Package (Syndicated) Categories Vegetables / Grains Dried Pasta/Noodles/ Instant light lunches Refrigerated Drinks Face care Skin care preparation Interdental products South Asians ($/buyer index) 2.5X 1.9X 1.5X Categories All Other Prepared Foods (e.g. specialty eastern food) Vegetables / Grains Dried Cooking Oils & Spray Milk Yogurt 11

12 ADDITIONAL OPPORTUNITIES ARE CLEAR WHEN WE LOOK AT TOP 50 GROWTH PRODUCTS BY COUNTRY 100% 80% 60% 40% 20% Global Insights Baby Beauty Candy Drink Food Health Household Pet Other 0% Canada China India* Philippines * India - Top 26 categories Source: Nielsen Canada, China, India, Philippines 12

13 2 Another path for Growth How Ethnic impacts consumer strategy

14 POLLING QUESTION Does your organization have an ethnic strategy? yes no maybe 14

15 ANOTHER PATH FOR GROWTH COULD MEAN EXPANDING YOUR CONSUMER SEGMENT BEYOND THE CURRENT ONE Convenient Meals Consumer Segments Ethnic* Product Mainstream* Product Ethnic Population (20%) Family centric Time Starved Non-Ethnic Population (80%) Flavour Seekers * as defined by manufacturer Traditional Meat & Potatoes 15

16 ETHNIC AND NON-ETHNIC CONSUMERS MOTIVATED DIFFERENTLY FOR ETHNIC PRODUCTS Convenient Meals with Ethnic Products Family centric Top Motivations Tastes Good Healthy Good to Share Opportunity Categories Chow Mein Noodles Specialty Rice Flavour Seekers Has Pleasant Aroma Tastes Good Convenient Ethnic Sauces Oriental Noodles * Nielsen Food & Beverage Consumption Diary, Ethnic Action Package - Meal Need States (Motivations), Convenient Meal Occasions (Opportunity Categories) 16

17 A DIFFERENT OPPORTUNITY EMERGES FOR MAINSTREAM PRODUCTS AS WELL Convenient Meals with Mainstream products Time Starved Top Motivations Convenient Gives Energy Opportunity Categories Prepared Meals Ready to Eat Cereals Traditionalists Gives Energy Comforting Maple Syrup Bacon * Nielsen Food & Beverage Consumption Diary, Ethnic Action Package - Meal Need States (Motivations), Convenient Meal Occasions (Opportunity Categories) 17

18 THE MEAL IMAGES ADD FLAVOUR TO THE SPECTRUM OF MEAL OCCASIONS FOR THE GROUPS Ethnic* Product Mainstream* Product Ethnic Population (20%) Non-Ethnic Population (80%) Nielsen Food & Beverage Consumption Diary, Ethnic Action Package - Convenient Meal Occasions 18

19 RECIPE IDEAS, EDUCATION AND FREE SAMPLES FOR CHINESE AND S. ASIANS ARE IDEAS TO ENGAGE I want stores and manufacturers to provide me with meal ideas and solutions. General Population = 100 I read flyers on-line If there was a free sample in-store I would try it I really enjoy cooking and experimenting with recipes. I prefer to prepare meals from scratch, using basic ingredients and fresh produce. South Asian Chinese Source: Consumer Opinions Survey 2013; Ethnic data to be used for directional purposes only 19

20 SOME HEALTH CLAIMS HAVE MORE IMPACT THAN OTHERS Which of the following food items, if any, have you been reducing the intake of during the past 3 months? Impact on Purchase vs. GP Sodium/Salt underindex Sugar Saturated Fat Overindex in S.Asians underindex Trans Fat Overindex General Population Chinese & S. Asians Source: Health & Wellness Survey 2013; Ethnic data to be used for directional purposes only Impact on Purchase question: When reading product labels/packaging, which of the following factors do you consider when deciding to buy packaged food and/or beverages? 20

21 THOUGHTS FOR PATH FOR GROWTH How will the following impact your consumer strategy? 1 Growing ethnic product popularity among mainstream population 2 Increasing usage of mainstream products among ethnic population Activation considerations - focus on meal ideas, samples, on-line flyers - not all health claims are equally important 21

22 3 Companies Perspective What has worked?

23 POLLING QUESTION How important is reaching multicultural consumers to your company s growth strategy? Very important Somewhat important Not very important Don t know 23

24 CHINESE & SOUTH ASIANS ARE VIEWED AS MOST IMPORTANT Source: 2013 Nielsen Multicultural Success Study Question: For which groups does your company have objectives or goals tied to multicultural/visible minority efforts? 24

25 YET MANY COMPANIES LACK GOALS SET AGAINST MULTICULTURAL EFFORTS US No objectives or goals tied to multicultural / visible minority efforts 13% Don t know of any goals 11% Canada 36% 27% Total Hispanic = 16% Total Asian = 12% Total Asian = 4% Total Hispanic = 1% Source: 2013 Nielsen Multicultural Success Study Question: For which groups does your company have objectives or goals tied to multicultural/visible minority efforts? 25

26 WE NEED TO UNDERSTAND HOW DIFFERENT ETHNICITIES REACT TO DEALS Source: Homescan

27 BETTER UNDERSTAND THROUGH NIELSEN S INTERNATIONAL NETWORK Which of the following promotions would be most attractive to you? Source: Nielsen China 27

28 HOW BRANDING IS ESSENTIAL TO ETHNIC CONSUMERS Chinese (in Canada) Index South Asian (in Canada) Index To get quality you must buy branded products Best indicator of quality is a brand name Brands that advertise are better quality Source: PMB Survey 28

29 AS WELL AS MEDIA CONSUMPTION HABITS FOR DIFFERENT ETHNICITIES Not visible minority Light Medium Heavy South Asian Chinese TV SE Asian Radio Source: PMB, Spectra 2013 Magazine Newspaper Internet 29

30 4 CPG Successes Who is in it to win it?

31 INTERNAL STRUCTURE - LIFE CYCLE Case Study #1 No ethnic consumer focus Ethnic incorporated in strategy No dedicated resource Taskforce to evaluate LT & ST opportunity Dedicated position to drive initiatives Align ethnic initiatives with brand strategy Assess opportunity Build business case Get C-suite buy-in Multicultural Marketing Director Small wins to showcase success Educate internally Integrate into every aspect of marketing & operations 31

32 GAINING ETHNIC INSIGHTS Employ quantitative and qualitative tools Case Study #1 MarketTrack Track weekly sales for products and categories Opportunity Finder Quantify opportunities among various ethnicities for their category & brand 32

33 Case Study #1 COMBINING DATA WITH GLOBAL INSIGHTS, COKE WAS ABLE TO DEVELOP A CONSUMER RELEVANT STRATEGY Understanding differences globally Educate Consumers - In-store communications Sharing insights with retail partners (both traditional & ethnic banners) 33

34 ASSESSING THE ETHNIC OPPORTUNITY Reckitt s 4-step process to assess their ethnic opportunity Case Study #2 1 Category Opportunity 2 Brand Opportunity 3 4 Revenue Projection Prioritize 34

35 QUANTIFYING OPPORTUNITIES MAKE PRIORITIZATION EASIER Case Study #2 Opp B Opp A Which opportunities are worth pursuing? Opp C Highest ROI & Strategic Alignment What s the payback & is it sustainable? 35

36 3 APPROACHES TO EXECUTION Case Study #2 1. Leverage Brand Strengths 2. Tweak Existing Brands 3. Be relevant to how the consumers live 36

37 4 What can you do today?

38 LEVERAGE KEY BEST PRACTICES TO ACCESS THE ETHNIC OPPORTUNITY! 1. DEFINE CONSUMER 2. MAKE THE CASE 3. BUILD AN AMPLE PLAN 4. AIM BIG BUT START SMALL 5. EVALUATE & EVOLVE 6. COLLABORATE WITH PARTNERS 38

39 FINAL THOUGHTS 1 Ethnic opportunity is here not 20 years from now 2 How does your consumer strategy change with ethnic growth 3 What can you do today to get at the growth? 39

40 FOR THE FULL WHITE PAPER REPORT PLEASE CONTACT JUDY CHANG Thank you! Judy Chang Ethnic Practice Lead 40