GfK%20-%20Max%20Havelaar%20-%202010%20-%20résumé%20partenaires%20e

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GfK Consumer Tracking Max Havelaar – Value creation in 2010 21 Feb 2011 GfK Consumer Tracking Max Havelaar – Value creation in 2010 21 Feb 2011

Max Havelaar Value creation in 2010

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GfK Consumer Tracking Max Havelaar – Value creation in 2010 21 Feb 2011

Management Summary

• Fairtrade is growing stronger than the FMCG market whilst reducing prices. Attraction of intensive buyers is key

• Fairtrade shoppers are valuable shoppers and are seeking for honesty and authenticity

• Most banana buyers don’t purchase coffee or chocolate

• Oxfam shoppers have spend less as opposed to Lidl shoppers.

• Colruyt switched the most households

• Profile segmentation is closer to population

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Agenda

1 Belgian FMCG market

2 Belgian Fair trade market

3 Management Summary

4 Contact information

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The consumer needs more Honesty and Authenticity before buying?

15%

25%

30%

34%

42%

55%

In harmonie met de natuur / en harmonie avec

la nature

Zuinigheid / être économe

Bescherming van het milieu / protection de

l'environnement

Materiële zekerheid /

sécurité matérielle

Authenticity

Eerlijkheid - honnêteté

Consumers are not buying based on price alone. Instead, they are relying more on their

perception of value when deciding which brands to stay loyal to during the recession”.

Brand Week, “Brand Keys Loyalty Report”

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Value +3,4%

Value per household +2,5%

Households +0,9%

Price effect +1,4%

Calendar effect -0,1%

Volume effect +1,1 %

Shopping trips -0,8%

Volume per trip +1,9%

Year 2010 versus Year 2009

Recent FMCG & Fresh evolution

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Agenda





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Fairtrade buyers are valuable shoppers

Belgian families spend more on fair products and those are even buying more within FMCG. This makes the fairtrade buyers valuable for the retailers, especially in the 2nd semester.

The spending of all fairtrade buyers make almost 40% of all FMCG. They are intensive shoppers

The more shoppers get attracted to switch to fair trade, the more loyalty drops: they haven’t switched completely

FMCG buyer2008 2009

MATQ2

20102010

evolution

year

FMCG spending (€1.000) 23.406.640 23.810.220 24.121.700 24.623.360 3,4%

FMCG value per buyer (€) 5.129 5.162 5.205 5.289 2,5%

Fairtrade buyer2008 2009

MATQ2

20102010

FMCG spending (€1.000) 6.973.441 7.920.402 8.359.728 9.325.959 17,7%

FMCG value per buyer (€) 5.582 5.437 5.533 5.656 4,0%

Fairtrade spending (€1.000) 27.551 29.050 29.953 32.517 11,9%

Fairtrade value per buyer (€) 22,1 19,9 19,8 19,7 -1,1%

Loyalty 0,40% 0,37% 0,36% 0,35%

Intensity 109% 105% 106% 107%

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Fairtrade evolution driven by attraction of intensive buyers

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29.050 32.517 11,9

8.887 10.546 18,7 3,3 3,1 -5,7

6,1 6,4 4,8 31,6 35,4 12,1

1,266 1,303 2,9 4,8 4,9 1,9

Volume per buying HH Penetration

Volume per shopping trip Shopping trips (in #)

Value (in €1.000)

Volume (in 1.000kg) Average price (€/kg)

Fairtrade Products

Fairtrade label is growing strongly as many households are attracted: almost +200.000 HH. Only Carrefour Hyper lost buyers. Lidl did not convince new shoppers, but they spend a lot more

Fairtrade got less expensive, as FMCG shows higher prices (+1,4%)

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Weekly evolution of the fairtrade value

0

200

400

600

800

1.000

1.200

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53

Weekly spendings on fairtrade and fairtrade bananas 2009 FT

2010 FT

2010 FT bananas

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Fairtrade bananas convinced many households

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9.345 10.388 11,2

4.229 4.870 15,2 2,2 2,1 -3,4

8,5 7,4 -13,0 10,8 14,2 31,1

1,629 1,712 5,1 5,2 4,3 -17,2



Value (in €1.000)


Fairtrade Bananas

Bananas were really pulling the label forward, thanks to more than 160.000 additional families

80% of all fair banana buyers don’t purchase coffee or chocolate, yet.

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Fairtrade coffee manages thanks to higher price

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5.862 5.960 1,7

637 562 -11,8 9,2 10,6 15,2

2,0 1,7 -13,4 6,9 7,0 1,0

0,594 0,471 -20,7 3,3 3,7 9,3



Value (in €1.000)


Fairtrade Coffee

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Fairtrade sugar suffers

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2.799 2.649 -5,4

1.160 1.099 -5,2 2,4 2,4 -0,1

2,8 2,8 -1,6 8,9 8,5 -4,6

0,868 0,902 3,9 3,3 3,1 -5,2



Value (in €1.000)


Fairtrade Sugar

Fair sugar really suffered in the 1th semester of 2010, but restores slightly in the 2nd semester: volume: +1% and value – 1%.

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Fairtrade chocolates grow in 1th semester of 2010

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1.052 1.237 17,6

119 144 21,2 8,9 8,6 -3,0

0,6 0,7 4,2 4,0 4,6 15,2

0,294 0,294 0,0 2,2 2,3 4,0



Value (in €1.000)


Fairtrade Chocolate

Fair chocolates made a promising start of 2010, but decreases value in the 2nd semester with 10% due to a drop in shopping trips.

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31,6

4,9

5,8

7,5

3,4

6,3

5,6

3,1

32,6

4,6

6,1

6,8

3,2

7,5

6,3

3,2

35,4

4,4

6,8

8,0

4,1

8,4

6,4

3,6

Total Belgium

Carrefour Hyper

Carrefour GB-Market

Delhaize SM

Delhaize AD

Colruyt

Lidl

Oxfam Wereldwinkel

Penetration

2009

MAT Q2 2010

2010

20,6 20,6 19,3

8,6 9,9 10,8

12,6 13,0 12,4

6,8 5,6 7,3

15,8 16,6 16,6

9,3 9,6 9,2

11,3 9,8 9,7

0

10

20

30

40

50

60

70

80

90

2009 MAT Q2 2010

2010

Value share %

Carrefour Hyper

Carrefour GB-Market

Delhaize SM

Delhaize AD

Colruyt

Lidl

Oxfam Wereldwinkel

Where is the value created?

Lidl managed to intensify their fair shoppers: more value with same HH.

Colruyt, Delhaize AD, GB and Oxfam

stores attracted shoppers, Delhaize SM could so in 2nd semester.

Delhaize AD increased market share,

whilst Oxfam is losing 20,6 20,6 19,3

8,6 9,9 10,8

12,6 13,0 12,4

6,8 5,6 7,3

15,8 16,6 16,6

9,3 9,6 9,2

11,3 9,8 9,7

0

10

20

30

40

50

60

70

80

90

2009 MAT Q2 2010

2010

Value share %

Carrefour Hyper

Carrefour GB-Market

Delhaize SM

Delhaize AD

Colruyt

Lidl

Oxfam Wereldwinkel

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Who creates the value?

5,3 5,1 7,15,6 7,0 6,411,3 10,8 11,4

23,7 22,424,9

12,0 11,012,9

11,8 13,512,4

12,2 10,48,4

18,0 19,7 16,5

2008 2009 2010

Buyers%Wealthy pensioner

Pensioner lim inc

Single >40y

Costwinner (2p,1inc)

Wealthy HH with kids

HH kids lim inc

DINK (2p,2inc)

Young single4,4 5,5 9,27,1 6,4

4,58,7 8,9 6,4

22,9 24,5 28,3

13,5 10,311,6

11,8 15,014,1

13,0 6,95,3

18,6 22,5 20,6

2008 2009 2010

Value%Wealthy pensioner

Pensioner lim inc

Single >40y



HH kids lim inc

DINK (2p,2inc)

Young single

Young singles and wealthy HH with kids, together with cost winners became more important for fairtrade.

HH with limited income have spend less and some wealthy pensioners haven’t

bought fairtrade anymore

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Who buys more than 1 category of banana, coffee or chocolate?

Mixed buyers are young singles and young families with kids.

Potential to increase cross selling: among wealthy pensioners

3,811,1 6,2

13,810,5

13,912,0

12,017,1

16,5

16,011,2

6,8

10,7

7,49,97,5

7,6

7,8

12,410,5

3,2

8,9

4,15,83,8

2,71,7

12,411,5

13,214,3

25,5 21,7 25,7 20,6

All Mixed All Mixed

Buyers% Value%

Buyers%2+ p./no kids HW >54y

2+ p./no kids HW 35-54y

2+ p/no kids HW <35y

HH y kid 13-17y

HH y kid 6-12y

HH y kid 0-5y

Single HW >54y

Single HW 35-54y

Single HW <35y

7,116,0

9,215,2

6,4

5,8

4,52,911,4

6,1

6,44,8

24,924,7

28,330,8

12,9 7,4 11,612,1

12,4 13,4 14,114,4

8,46,2 5,3

3,8

16,5 20,4 20,6 16,0

All Mixed All Mixed

Buyers% Value%

Buyers%Wealthy pensioner

Pensioner lim inc

Single >40y



HH kids lim inc

DINK (2p,2inc)

Young single

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Summary Fair trade

• Fair shoppers are important for retailers as they spend more

• Make them spend more at fairtrade

• Many new families have switched (to bananas)

• But they also have to buy other categories

• Coffee remains stable thanks to price rise (2ns SEM=worse)

• Sugar goes down due to frequency

• Chocolate value decreases in 2d SEM, but good performance in 1th SEM

• All retailers (Colruyt!) have gained fair shoppers, except for Carrefour Hyper and Lidl

• Lidl managed to intensify their shoppers and grows strongly

• AD wins market share from Oxfam

• Young singles and wealthy HH with kids gain importance

• Potential to increase cross seling among wealthy pensioners

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Agenda





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Management Summary

• Fairtrade is growing stronger than the FMCG market whilst reducing prices. Attraction of intensive buyers is key

• Fairtrade shoppers are valuable shoppers and are seeking for honesty and authenticity

• Still, 80% of the banana buyers don’t purchase coffee or chocolate

• Oxfam shoppers have spend less as opposed to Lidl shoppers.

• Colruyt switched the most households. Carrefour Market and Delhaize AD attracted more than Oxfam

• Profile segmentation is closer to population

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Recommendations

• Fairtrade shoppers need to be convinced to buy more than one fair category

• Especially for banana buyers: help those new consumers

• Potential at wealthy pensioners

• They have to become more loyal: more fair trade

• Oxfam need to be focussed on filling the shopping basket

GfK%20-%20Max%20Havelaar%20-%202010%20-%20résumé%20partenaires%20e

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