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Understanding the P&C shopper in Australia August 2015

him! Interna,onal • www.himinterna,onal.com • @him_int him! Interna,onal • www.himinterna,onal.com @him_int • © him! interna,onal Ltd 2015. All rights reserved. 1

Introduction to him! international

him! Interna,onal • www.himinterna,onal.com • @him_int him! Interna,onal • www.himinterna,onal.com @him_int • © him! interna,onal Ltd 2015. All rights reserved.

Our findings come from:

•  Speaking to millions of shoppers.

•  Focusing almost exclusively on “convenience” for 20+ years.

•  Working across UK, Ireland, Europe, Australia, USA


Shopper Insights vs Sales Data/EPOS

•  Sales Data = WHAT gets sold

•  Shopper Insights = Why? Today….and tomorrow (future trends), WHO to target, HOW and WHY?

•  Sales Data + Shopper Insights = perfect combina,on

All retail brands and suppliers need to ‘follow the

shopper’ (epos does not tell you what shoppers want)


Introducing him! international

him! interna,onal was launched in 2015 by Tom Fender (ex owner of him! UK) & Neil Turton (ex CEO of Nisa) and is the sister company to him! in the UK Why launch him! interna,onal?

•  Convenience/proximity retailing is in growth around the world. •  Limited sales data (the what’s) exists, even less shopper insights (the why’s) •  Suppliers want key account shopper insights (to tailor ranges, offers etc)

Methodology:

•  We spoke to a na,onally representa,ve sample of 10,000 shoppers via an online survey, across 11 countries. •  This report focuses on the 1,000 shoppers that we spoke to in Australia.

This report covers the differences between shoppers in Australia and the global average.


Understanding P&C opportunities in Australia Objectives:

•  IdenCfy current grocery shopping habits within Australia & how the P&C channel fits

within these

•  IdenCfy macro shopper trends & highlight the opportuniCes / threats they raise for P&C

•  Capture the opinions of the current P&C shopper needed to influence successful future channel strategies including:

•  Ranging •  Price & promo,ons •  Communica,ons & marke,ng •  In-‐store environment •  Customer service •  Driving sales


General Grocery Shopping habits in Australia


Which channels are most used in Australia?

Global Average Australia

A main large supermarket 80% 90% A specialist food retailer like a butcher, bakery, fishmonger 40% 42% Boile shop 21% X% A local independent store 27% X% P&C stores* 52% X% A local market farmers’ market 30% X% A smaller store owned by a main supermarket chain 37% X% A tobacconist newsagent 19% X% A discounter 34% X% Milk bar 5% X%

An online retailer (supermarket chains’ online business) 11% X%

An online retailer which is not a supermarket chain – eg Amazon 11% X%

Q2. In the last month, have you bought food/groceries/drinks/tobacco from any of the following types of grocery outlets? *shoppers who visit c-‐stores and/or petrol forecourts


Australian + food – attitudes to be aware of:

Would you describe yourself as any of the following? -‐ Yes

Global Australia

Financially secure

X% X%

Check calorie informaCon/nutriConal content

24% 30%

Tech/digital savvy

% %

Try to shop in cheapest grocery

stores

35% 43%

Snack through day/week

% %

Regularly shop for food ‘li[le + o]en’

% %

Someone who struggles to find Cme to see friends/family/do hobbies

% %

Decide what having for dinner on day itself

% %


‘Regular main grocery shops’ still dominate in Australia

53% 61%

24% 30%

15% 5% 8% 4%

Global Average Australia

Once a week or more

Once a fortnight

Once a month

Less osen

q5. How often will you do main big grocery shops (typically buy 15+ items per trip)?

89%

of Australian shoppers do a regular MAIN SHOP

vs 80% global average

How o]en to they do a ‘main shop’?

*q4. Which of these phrases best describes how you/your household does your grocery shopping?


Who is the P&C store shopper vs Aldi shopper?


Understanding the ‘top up’ shopping opportunity in

P&C


Top up shopping is on the increase in Australia, and worldwide

25%

24%

56%

57%

15%

15%

3%

4%

Global Average

Australia

More osen Same Less osen Not top-‐up shopping at all

Remember, 73% of Australian shoppers do some form of top-‐up shopping in a

typical week


Who currently uses P&C in Australia?


SHOPPER PROFILE: Who shops in Australian P&C?

Demographics

FEMALE (% vs. 51% ) 35-54yrs (% vs. 20%) C2DE (% vs. 49%)

Location

City (% vs. 48%)

Town (% vs. 34%) Countryside (% vs. 18%)

Household

Work status

FULL-TIME ( vs. 49%)

ARRANGEMENT: “I live with my partner & my children have left home” (% vs. 26%)

The Australian P&C shopper vs. global P&C shopper

Busy provider (% vs. 28%)

Number hour worked/week 31-40

(% vs. 33%)


What are the current attitudes towards Australian P&C?

How can we improve perception?


What are the key barriers to using convenience stores?

High shop prices

Not having the range of products to suit your needs

Range of products not suitable to you

Poor quality fresh foods

High fuel prices

Not enough healthy op,ons

Not one convenient enough to where you shop, live or

Products being out of stock

Poor service

Cluiered un,dy shops

Not enough promo,ons

Pack sizes not suitable to you

High shop prices and poor range are the key barriers to fooaall.


Next steps


FULL REPORT NOW AVAILABLE

• Contact Loreta Lingyte for access •  [email protected]


Our expert team is here to help: get in touch!

Tom Fender Joint MD Tom@himinterna,onal.com

Neil Turton Joint MD Neil@himinterna,onal.com

Morwenna Ford Client Manager Morwenna@himinterna,onal.com

Rebecca Hay Marke,ng & Insights Execu,ve Rebecca@himinterna,onal.com

Blake Gladman Research Director [email protected]

Ka,e Liiler Insight & Communica,ons Director Ka,[email protected]


For more informaCon on our future KEY ACCOUNT SPECIFIC research, please contact:

[email protected] +44 (0)7802 336 333

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