CONSUMER & MARKET TRENDS. Raluca Raschip Consumer Goods & Retail Director

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Douglas McLaughlin
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1 CONSUMER & MARKET TRENDS Raluca Raschip Consumer Goods & Retail Director 1

2 FMCG turnover growth across Europe [in %] FMCG development Value Price Volume 1,9 2,5-0,1-1,8 3,2-4,9 3,1 1,2 1,2 2,9 7,8-3,6 1,3 2,5 0,4-0,2-0,1-1,2 2,2 7,0-0,4 1,1-1,6 0,8-0,1-2,5-2,4 Quelle: Europanel (GfK, KWP), MAT 6/2014-2,5 2

3 What Drives FMCG evolution in Romania? Top 4 Drivers Food Inflation Savings Confidence Employment Source: GfK Pulse Syndicated Study 3

4 People-related values are very important for Romanians Family Trust Honesty Freedom Sense of duty Friendship Origin Financial Security Knowledge Preserving the environment Consumer Panel Services, Romania,

5 Some Values are becoming more important this year Fun +3 pp. Indulgence +5 pp. Stimulating Experiences +5 pp. Consumer Panel Services, Romania, 2014 vs

6 Growth Brands are matching consumer values to a high extent In case of Growth Brands, the level of matching is high: 79% In case of Burnout Brands, the level of matching is high: 17% 6

Food products are driving the consumption growth in 2014 2% Value Change H1 2014 Food Fresh Food

7 Food products are driving the consumption growth in % Value Change H Food Fresh Food Beverages Home Care Personal Care +6% +1% +2% +2% -2% Consumer Panel Services, Romania, H vs. H

8 Mainstream brands continue to shrink in Premium Brands Mainstream Brands Economy Brands Private Labels Home Made Mainstream segment decreasing H H Consumer Panel Services, Romania, Value Shares (%) 8

9 Promotions are now barely differentiating the Modern Trade Channels Hypermarkets Supermarkets Discounters Modern Proximity Stores Traditional Trade 26% 21% 23% 11% 14% Modern trade Traditional trade Modern Trade vs. Traditional Trade Hypermarkets vs. Supermarkets Hypermarkets vs. Discounters Consumer Panel Services, Romania, H vs. H1 2013, Promo Value Share% for H

Avg. number of active SKUs per category In Romania, the Potential for Innovations is very high 900 Better chance for an innovation to be tried 800 700 600 ES DE UK Better chance to be tried 500 400

10 Avg. number of active SKUs per category In Romania, the Potential for Innovations is very high 900 Better chance for an innovation to be tried ES DE UK Better chance to be tried BE AT FR NL Fewer products on the ROMANIAN market 300 SE 200 RO Avg. number of innovations per category Fewer innovations on the ROMANIAN market Cross-country analyses Europanel 10

Modern Trade is covering 54% of FMCG expenditures Hypermarkets 26 28 27 Supermarkets 15 13 14 54% Supermarkets Discounters Cash & Carry 8 9 9 2 2 2

11 Modern Trade is covering 54% of FMCG expenditures Hypermarkets Supermarkets % Supermarkets Discounters Cash & Carry Discounters Modern Proximity Stores Traditional Trade Modern Proxy H Consumer Panel Services based on till roll, Value Share%, Romania 11

12 Consumers are shopping more frequently Value Change % Frequency Change % Value per Trip Change % KPIs Changes by FMCG Baskets FMCG Fresh & Dairy Food Beverages Home Care Personal Care Consumer Panel Services, Romania I FMCG H vs. H

13 Attracting more shoppers was the winning card for Supermarkets How many shoppers?* Hypermarkets Supermarkets Discounters Modern H1'2013 H1'2014 Proximty How often do they buy?** Traditional Trade 57 For 78% of Romanians shopping is still a pleasure Hypermarkets Supermarkets Discounters Modern Proximity Traditional Trade *Penetration / **Frequency Consumer Panel Services, Romania, H vs. H

14 Retailer and Brand Experience are the key touch-points TV or print advertising Coupons Social media Brand Website Manufacturer apps Ability to pay with my mobile device Previous Experience Retailer Shelf info Products samples or demos WOM-friends and family Consumers Opinions Sites Online shoppers reviews Store flyers Geo-locater In store displays Brand Retailer website Shopping/retailer apps up smartphone or tablet Product packaging Brochures/flyers General Shopping sites Online experts reviews Price comparison websites Product Online Advertising *Source: Futurebuy, y.o, Urban. Internet Users,

15 E-Commerce in FMCG across countries New buyers of online and their basket is 3 times bigger but they prefer branded products, but only where online is small and they buy mainly Personal Care and Pet Food Cross-country analyses Europanel 15

16 THANK YOU FOR YOUR ATTENTION! Raluca Răschip, Consumer Goods & Retail Director, GfK Romania 16

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