1GfK FutureBuy® 2019 US Market Findings Highlights | August 20192Your invaluable resource to win with shoppers all over the worldGfK FutureBuy® 2019 overviewThe most effective way to “get smart” about your shoppersWinning shoppersstarts with seeing the world through their eyes profiling their rapidly evolving behaviors and attitudesIts one of the most robust perspectives available in the shopper space with anin-depth look at 18 product categories 27 diverse countriesall at your fingertips via an easy to use data portal32019 GfK FutureBuy® country coverage27 countries n=1,000 per countryArgentinaAustriaAustraliaBelgiumBrazilCanadaChinaFranceGermanyHungaryIndiaIndonesiaItalyJapanMexicoNetherlands PolandRomaniaRussiaSouth AfricaSouth KoreaSpainSwedenSwitzerlandTurkeyUKUSA42019 GfK FutureBuy® category coverageHousehold Packaged food and beverages Small home appliances Major home appliances18categoriesTechnologies Smartphones Smart speakers Computing Wearables Virtual/augmented reality headset/gear TV/streaming media player for TVPersonal Haircare Skincare Cosmetics/fragrances OTC healthcare Toys Clothing/fashion Financial Services Household washing and cleaning products Replacement auto/truck tires5GfK FutureBuy® 2019 illuminates the most vital shopper issuesBricks and Clicks Touchpoints Mobile shopping Rise of omni-channel Relationship between “shopping” and “purchasing” Role of physical store vs online Sources of information Most influential in shopping process Online and in-store Most common shopping activities on mobile Social media as emerging shopping platform Barriers to social media shopping Special topics Attitudes and adoption levels of emerging shopping tools (i.e., voice, AR/VR, visual search) Peek into future with Leading Edge Consumers (LEC)With ability to profile by shopper generation and compare across 27 countries6Three traits make them highly predictive of where the market is goingLeading Edge Consumers (LEC) illuminate future shopping landscapeInnovators that value new products or ideas before their time; predictive of the rest of the population Early AdoptersInfluential PassionateShoppers15% of sample identified via proprietary questions and analyticsLeading indicators of trends with history of being years ahead of the mainstreamEmotionally connected to shopping and thus, highly involved7Example Findings884% 84%73% 73% 65%61% 53% 53%40% 32% 31% 31%27% 26% 23% 22% 20% 18%3% 3% 14%9%9% 16%20% 17%24%23%13%41%23% 24% 31% 39%47% 46%13% 13% 13% 18%26% 22% 27% 30% 35%45%56%28%50% 49% 46%39% 33% 36% of shoppers reporting shopping “exclusively in-store”, “exclusively online” and “both online & offline”Source: GfK FutureBuy®, 2019Fast moving consumables still shopped mainly in store, higher engagement items involve significant online activityWearablesComputingFinancial ServicesClothing/ FashionTV & Video DevicesToysSmall Home Appliances Smart-phonesMajor Home AppliancesReplacement TiresPacked Food & BeveragesHH CleaningOTC Healthcare Haircareproducts SkincareproductsMake-up, cosmetics/ fragrancesVR/Augmented Reality headset/gearSmart SpeakersBOTHONLINEINSTORE9Retailer appsAssistance from salespersonInformation at the shelfProduct samples/demoProduct packagingSocial mediaShopping appsLocation enabled apps for dealsCelebrity endorsementINSTORESOCIAL MEDIA& APPS0% 10% 20% 30% 40%Source: GfK FutureBuy®, 2019In store displaysIn-store touchpoints have more of an impact on FMCG products, while social media & apps influence more tech purchasesClothing/ FashionHH CleaningOTC HealthcareSmall Home AppliancesSmart-phones Computing Toys% of shoppers reporting touchpoint as “top 5” in influence 10Source: GfK FutureBuy®, 2019USA shoppers some of the least impulsive globally% Buying More Than Planned(last trip all categories)Highest ImpulseLowest Impulse12%13%15%17%18%20%20%21%21%21%22%24%25%RomaniaSouth AfricaChinaMexicoBrazilAustraliaSwitzerlandSpainSouth KoreaUnited StatesCanadaJapanIndia