DAGLIGVAREKUNDER OG BÆREKRAFT - Svanemerket · 2017-06-13 · positive social and environmental...
Transcript of DAGLIGVAREKUNDER OG BÆREKRAFT - Svanemerket · 2017-06-13 · positive social and environmental...
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BAREPRATELLERPRAKTISKHANDLING?
31.05.2017ElenaEriksen,GlobalServices
DAGLIGVAREKUNDEROGBÆREKRAFT
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HVEMERNIELSEN?
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3…underscoredbyaglobalemployeebaseof42,000associates
NIELSEN- OURGROWINGGLOBALFOOTPRINTOurfocusisrelentlessonourpursuittoprovideclientswiththemostcomplete
understandingofwhatconsumersbuyandwatchin106countries…
NIELSEN PRESENCE
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HVAVETNIELSENOMBÆREKRAFT?
• Forbrukerervilligtilåbetalemer
• Bærekraftigemerkevarerprestererbedre
• Bærekraftsbetydningforforretningogomdømmeøker
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BÆREKRAFTOGLØNNSOMHETERIKKEGJENSIDIGUTELUKKENDE
Suksessfordinvirksomheterdirekterelaterttilhelseisamfunnetderdu
opererer Bærekrafterenledendefaktoriorganisasjonensrelevansogveksti
markedet
Integreringavbærekraftinni
forretningsstrategimuligjørlangsiktigvekst
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HVORDANVETVIATBÆREKRAFTERLØNNSOMT?
Source:TheSustainabilityImperative,NielsenReport2015
Avforbrukeresieratdevilbetalemerformerkevarersomsatserpåbærekraftigeløsninger
Sterksalgsvekstformerkersomviserforpliktelsetilbærekraft,derandremerkervoksermindreenn1%
CRerenavdemestavgjørendefaktorerforselskapetsomdømmeiFMCGsektor
>4%66%1 2 3
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FORBRUKEREERVILLIGTILÅBETALEMER
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Antallforbrukeresomønskeråbetalemerformerkermedsynligforpliktelsetilsosialeogmiljømessigeforhold
fortsetteråøke— opptil66%globalt!
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SPESIELTFORBRUKEREUNDER34ÅRVILBETALEMER
VOKSER:GENERATIONZ
72%MESTKLARE:MILLENNIALS
73%IKKEGLEM:
BABYBOOMERS
51%
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JEGVILHAMERINFORMASJONJegønskeråvitemeromproduktenejegkjøper
80% 63%
MILLENNIALS BABYBOOMERS
Source:TheCambridgeGroup
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FORBRUKEREBRYRSEGOGVILBELØNNEDEBESTE
Percentwillingtopayextraforproductsandservicesthatcomefromcompanieswhoarecommittedtopositivesocialandenvironmentalimpact
ASIA-PACIFIC
GLOBALAVERAGE 66% +11
YOYPointChange
76%
LATINAMERICA
71%
MIDDLEEAST/AFRICA
70%
EUROPE
51%
NORTHAMERICA
44%
Source:TheSustainabilityImperative,NielsenReport2015
2015
YOYChange +12 +8 +7 +11 +2
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KUNNSKAPSRIKEFORBRUKERETARSMARTEVALG
MORECONNECTED MILLENNIALS EMERGINGMIDDLECLASS
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BÆREKRAFTIGEMERKEVARERPRESTERERBEDRE
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MERKEVARERMEDBUDSKAPOMBÆREKRAFTVISER...
Source:TheSustainabilityImperative,NielsenReport2015
OVER4%salgsvekst
1,300+merkevarer
13kategorier 13markeder
BasertpåNielsenanalyseav:
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FLERETAKTIKKERIBRUKFORÅUTLØSEKJØP
PercentageofTotalSalesbyBrandsUsingEachStrategy(byregion)
Source:TheSustainabilityImperative,NielsenReport2015
36% 41% 21% 9%
61% 54% 66% 88%
NORTHAMERICA
EUROPE ASIA/PACIF IC LATIN AMERICA
Claim+Marketing ClaimOnly MarketingOnly None
Marketingtactics:
• Claimonly• Marketingonly• Claim+Marketing• None
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HVAMEDNORGE?
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Totalomsetningnorskdagligvare
TOTALOMSETNINGOGANTALLBUTIKKERTotalomsetningenliggeriunderkantav170mrd NOKi2016,vekstenfra2015er3,1%ogtilsvarerca.5mrd NOK.
Antallbutikker
Kilde:Dagligvarerapporten2017
169413164310160145153506148119143717138505
2016201520142013201220112010
38143806
389938993917
39753981
2016201520142013201220112010
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STERK VEKST FORLAVPRIS
Kilde:Dagligvarerapporten2017
65,163,4
61,8
59,7
57,4
20162015201420132012
+56lavprisbutikker+8totalt imarkedet
16%høyere omsetning pergjennomsnittsbutikk
Samletmarkedsandeli%forlavprissegmentetiNorge
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NORGESGRUPPEN OGCOOPVOKSER
NORGESGRUPPEN;42,3%
COOP; 29,4 %
REMA1000; 24,4 %
BUNNPRIS;3,9%
ØVRIGE; 0,1 %
Kilde:Dagligvarerapporten2017
1,1
1,5
0,2
0
0
NORGESGRUPPEN
COOP
REMA1000
BUNNPRIS
ØVRIGE
Paraplykjedeandeler Endringparaplykjedeandel
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SVANEMERKETVOKSERI4AVTOP5KATEGORIERSvanemerketutgjørbetydeligandelavtotalkateogirfortøyvask,oppvaskogsolkrem
Kilde:Scantrack,Norge.Siste52-ukersperiodevsYA,april2017
- 10,0 - 5,0 0,0 5,0 10,0 15,0
TOALETTPAPIR
BLEIER
OPPVASKMIDLER
Verdiutviklilngfortop5Svanemerket,%
Value%-changeTotalCategory
Value%ChgYA,Svanemerket
44% 40%
21% 5% 4%
Value%shareSvanemerketofTotalCategory
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STERKVEKSTFORSVANE,ØKOOGFAIRTRADESnittvekstliggerpå+9,6%iverdivs.fjoråret,mensvekstiTotaltDVHliggerpå+3,1%
42 %
51 %
7 %
TotaltDVHiNorge,NOK'000,2016
T.OEKOLOGISKEPRODUKTER
TOTALSVANEMERKET
T.FAIRTRADE
+4%
+16%
+20%
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3av10 avforbrukereiEuropavilha
EndaFLERENYEprodukterimarkedetsomtar
SOSIALTANSVARogMILJØPÅVIRKNING
påalvorSource:GlobalNewProduct Innovation,NielsenReport2015
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DINFORRETNING– OGOMDØMME–ERAVHENGIGAVDINSATSINGPÅBÆREKRAFT
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SOSIALTANSVAR–ENAVDEVIKTIGSTEDRIVEREFOROMDØMMEIFMCG
Source:HarrisPollReputationQuotientU.S.Study,2015
EMOSJONELLAPPELL SOSIALTANSVAR
HøyProduktkvalitet
ØkonomiskPrestasjon
Arbeidsmiljø Visjon&lederskap
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EFFECTIVESUSTAINABILITY=IMPROVEDREPUTATION=POSITIVEBUSINESSOUTCOMES
Source:HarrisPollReputationQuotientU.S.Study,2015
Wouldsaysomethingpositive
Wouldpurchase
Wouldinvestin
COMPANIESWITHEXCELLENTREPUTATION
COMPANIESWITHPOORREPUTATION
95%
92%
75%
50%
55%
36%
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HVORDANVETVIATBÆREKRAFTERLØNNSOMT?
Source:TheSustainabilityImperative,NielsenReport2015
Avforbrukeresieratdevilbetalemerformerkevarersomsatserpåbærekraftigeløsninger
Sterksalgsvekstformerkersomviserforpliktelsetilbærekraft,derandremerkervoksermindreenn1%
CRerenavdemestavgjørendefaktorerforselskapetsomdømmeiFMCGsektor
>4%66%1 2 3
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THANKYOU