2016 Shopper Trends A deep understanding about retailers and shoppers in Taiwan Shopper trends
SAME AS 2014, STILL 85% OF SHOPPERS PERCEIVE RISING FOOD PRICE. YET, COMPARED WITH 2013, THE PERCEIVED INCREASE IN FOOD PRICE HAS BECOMES FLAT. PROPORTION OF RESPONDENTS PERCEIVE RISING FOOD PRICE 92% 85% 85% -7% (%) 2013 2014 2015 Q79. Are food prices in your country? 2
COMPARED WITH 2014, HYPERMARKET SHOWS A CONTINUOUS DOWNTREND, WHILE CVS GAINS SLIGHTLY MORE VISITS. Trade Sector Usage: Past 4 Weeks Visited 2014 vs. 2015 Compared with 2014-3% 0% +1% +3% Hypermarket Supermarket Personal Care Stores/ Pharmacy Convenience Stores Q7b. And wich store types have you visited in the past 4 weeks? [MA] 3
COMPARED WITH 2014, MORE SHOPPERS SPEND MOST MONEY AT SUPERMARKETS. Trade Sector that Spend Most at 2014 vs. 2015 Compared with 2014-2% +5% -2% +0% 4 Hypermarket Supermarket Personal Care Stores/ Pharmacy Convenience Stores Q7d. Now could you tell me which of these types of stores would be the one where you normally buy most of your food and grocery items? [SA] 4
HOW NIELSEN SHOPPTRENDS CAN HELP YOU Shopper trends
FULLY GRASP CONSUMERS AND CHANNEL DYNAMICS CONSUMER CHANNEL Where do they spend most? Are shoppers mainly looking for low prices? Do shoppers change their visit frequency in each channel? Which retailer gains more regular shoppers? Where do shoppers normally shop? Where do shoppers of store A also visit? Hypermarket? Supermarket? Any change in Taiwan s shopper profile? Does shopper profile of store A change? Are there more males? 6
DIFFERENT DEPARTMENTS COULD USE SHOPPER TRENDS TO HELP THEIR DECISION-MAKING PROCESS MANUFACTURER Are shopper switching channels? Any change of channel dynamics I should notice? MARKETING Brand positioning strategy Which channel image fits my brand? Target Communication Are shopper profile of retailers same as my TA? TRADE SALES Price and Promotion Which attributes are important to my shopper and retailer? In-Store communication What is the key message I should focus for this retailer? Identify opportunity to cooperate with key accounts Build the foundation for manufacturer-retailer discussion on: Portfolio management Pricing and promotions Success of retailers in delivering against their strategy How should I allocate my resource? Any potential cooperation opportunities that I could apply in order to drive sales in a store? Shopper trends 7
THROUGH SHOPPER TRENDS, YOU COULD KNOW Market overview How shoppers are influenced by the economy? Any expansion or recession occurring in the physical channels? To estimate change of market scale. To understand future trends of channel development. Shopping behavior Any change in the main shopper profile? What s shoppers perception of pricing and promotions? To dig out reasons behind shoppers channel choice. To understand shopping attitudes. Retailer performance Any change in channel shopper profile? Growth and decline of store equity? Key elements of retailer performance? To know how to enhance store loyalty. To comprehend improvement direction for stores as well as effectively attract broader consumer groups. 8
RESEARCH SCOPE & DESIGN Shopper trends
2016 SHOPPER TRENDS TOTAL RETAIL MARKETS (I) Macro Economics Environment Macroeconomic indices Retailing industry indices Reaction to increasing food prices Retailers advertising investment Trade Sector Overview Trade sector leverage Spent most money at, visited in past 7 days, visited in past 4 weeks, occasionally visited Usage Frequency for trade channels Average monthly purchase amount Food/ groceries/ personal goods, and fresh food Shopping missions Shopper profile for various trade channels Price Perception and Preference on Promotion Activity Price awareness Perceived channel at lowest prices Influence of promotion activity on shopping behaviors Preferred promotional activity Shopper trends 10
2016 SHOPPER TRENDS TOTAL RETAIL MARKETS (II) Membership cards Membership card ownership Reasons of applying the card The most often used card Best offer membership card Preferred benefits Information source of promotion for members Online shopping behaviors Visit and purchase on store websites / retailers websites Reasons to visit Changes on category purchase and shopping behaviors Impact of online shopping on other channels Private labels Awareness Shopping behaviors and purchase triggers Quality perception Change of shopping behaviors for quality perception Fresh Veg Purchase Behavior Channel of purchase fresh veg Change of channel selection Preferred channels for veg, fruit, seafood and meat Reasons of choosing abovementioned channels Shopper trends 11
Need More Information? Please contact: Michelle Li Tel: 886-2-2171-5898 E-mail: Michelle.hp.Li@nielsen.com Matt Chiu Tel: 886-2-2171-5912 E-mail: Matt.Chiu@nielsen.com 12