2018全球户外消费市场报告.PDF

APRIL 2018 A GLOBAL MARKET READ CHANNEL STRATEGY MODERN TRADE OUT- F-HOME, OUT OF MIND? UNDERSTANDING FOOD AND DRINK HABITS TAKE-HOME AND OUT-OF-HOME WHERE DO OOH PURCHASES HAPPEN? HOW TO WIN IN OOHOut-of-home consumption accounts for MEXICO BRAZIL 49% 51% OUT-OF-HOME TAKE-HOME E - COMMER CE T AKE - HOME GLOBAL 41% 56% 3% Out-of-home versus take-home spend 52 weeks ending June 2017 Source: Kantar Worldpanel METHODOLOGY Our unique mobile app allows us to record every snack and non-alcoholic drink bought for consumption outside the homewhether thats on the go, at the place of purchase, in the workplace, or otherwise. To create a comprehensive view of the OOH market we look not only at what products are purchased and where but when the purchase was made and whether it was for sharing or for individual consumption. We currently collect this information for nine markets globally: Brazil, China, France, Indonesia, Mexico, Portugal, Spain, Thailand and the UK. The data analysed in this publication covers the 52 weeks ending June 2017. 47% 53% 41% of spend on snacking and non-alcoholic beverages 2 A GLOBAL MARKET READby Maria Josep Martnez, Global OOH Director OUT-OF-HOME SPEND ALMOST DOUBLES THE MARKET Out-of-home (OOH) consumption accounts for 41% of spend on snacking and non-alcoholic beverages. This means that in Brazil, China, France, Indonesia, Mexico, Portugal, Spain, Thailand and the UK adding an OOH strategy can almost double the market opportunity for CPG brands. Retailers and manufacturers in these countries must recognise and consider OOH purchases if they are to gain a full and accurate market understanding. In the following pages we will focus on three pillars of OOH, exploring the behaviour of shoppers at a local level and sharing our understanding of how to reach them. Theres no one-size- fits-all approach for OOH We have investigated the different purchase behaviours in nine countries, identifying unique patterns influencing OOH in each. Where OOH purchases happen defines the strategy People are frequently shopping across channels to meet their different needs. Brands need to consider how the local trade landscape impacts OOH purchases. OOH is incremental to modern trade The inclusion of OOH purchases alongside traditional take-home channels is vital for a complete market read. This is particularly relevant for convenience stores, and hypermarkets and supermarkets. THAILAND 33% 1% 66% CHINA 50% 2% 48% INDONESIA 37% 63% FRANCE 72% 4% 24% SPAIN 53% 1% 46% UK 54% 4% 42% PORTUGAL 76% 1% 23% 3 A GLOBAL MARKET READUNIQUE REGIONAL PATTERNS FOR OUT-OF-HOME 50 100 150 200 250 Average spend per occasion Average annual out-of-home spend per person $5 $4 $3 $2 $1 BREAKFAST % Occasions per year SPAIN 7% 39% 54% CHINA 10% 23% 67% SNACKING MOMENTS LUNCH AND DINNER SOCIAL VERSUS ON-THE-GO Other behaviours that vary by country include when the OOH occasion takes place, and whether its an individual or sharing occasion. For example, more than half of Spanish OOH occasions happen at breakfast time, while in China more than two thirds take place between mealsespecially in the afternoon and after work. Although OOH is predominantly an individual purchase 76% of the time in the UK, for example we find countries where its a more social moment including Mexico, where 55% are shared occasions. These nuances impact category preferences. Spain $225 Mexico $187 Portugal $68 UK $525 Brazil $195 China $160 France $208 Thailand $185 Indonesia $25 FREQUENCY IS THE REAL DIFFERENTIATOR Out-of-home purchase behaviour differs significantly across markets. With penetration close to 100% in most markets, its frequency the number of individual purchase occasions per shopper thats the real differentiator. Thailands shoppers are the most frequent OOH buyers, with 214 trips on average per yearmore than once every other day. The UK is close behind (199), before a big gap to the next most frequent shoppers in Mexico (105) and Spain (102), who make OOH trips just over half as often as their counterparts in the UK and Thailand. PREMIUM VERSUS ROUTINE The other metric driving annual spend is how much shoppers pay on each individual OOH occasion. There are several factors influencing this, including channel and store choice, category preference, product choice within the category, and the number of items purchased. Understandably, shoppers picking up both a drink and a snack are likely to spend considerably more on that occasionbut this happens relatively infrequently. Shoppers are most likely to do so in France, Brazil and the UK, but even in these countries a drink-plus-snack occasion accounts for less than one in five trips. The potential for additional combination purchases offers retailers a significant opportunity. INDIVIDUAL SHARING UK 76% MEXICO 45% UK 24% MEXICO 55% Average number of out-of-home occasions per year 4 A GLOBAL MARKET READ30% BISCUITS 70% 31% CHOCOLATE 69% 57% 43% 43% 57% 42% 58% 42% PACKAGED WATER 58% 58% 42% 19% 81% 30% 70%CATEGORIES PLAY A NEW ROLE WHEN OOH IS ADDED UP Combining out-of-home spend with that of take-home demonstrates certain categories prominence in OOH. Through this lens we see coffee become the strongest category, accounting for 12% of combined spenddouble the size it represents in take-home. Carbonated soft drinks are also positively impacted, seeing 10% combined spend versus 7% for take-home alone. For several of the categories we analysed, OOH makes up the majority of total spendthats true for coffee (70%) and carbonated soft drinks (57%). In fact, with two thirds of all OOH occasions outside of main meals being beverages-only, these two categories dominate. Its a similar story for ice cream, where OOH spend is 58% of the total. In contrast, OOH accounts for just 19% of dairy drinks sales, and for yoghurt the figure is only 23%. But consumption habits vary further depending on the country the shopper lives in.WHERE YOU LIVE, WHAT YOU DRINK Where drinks are concerned, there are three clear regional preferences. Carbonated soft drinks are most popular in Latin American countries Mexico and Brazila trend that extends to take-home purchasing, with Coca-Cola the most-chosen brand in these countries, as seen in our annual Brand Footprint report. In the Asian countries weve analysed, water sees the OOH highest spend. Its the largest drinks category in China, and a close second in Thailand and Indonesia (just behind carbonated soft drinks and iced tea respectively). In Europe coffee reigns supreme, and is number one across Spain, the UK, France and Portugal. UNIQUE SNACKING FOOD CHOICES Snacking habits are less easily defined, and many countries have unique preferencesalthough salty snacks perform well across the board. Biscuits are popular in Indonesia, Spain and the UK, while Chinese and Portuguese shoppers are most likely to choose ice cream. China is alone in its preference for yoghurt, with sweets a regular OOH purchase in Spain and Brazil, and similarly chocolate in the UK and Indonesia. Generally, Europe prefers sweet treats, Latin America chooses salty snacks, and Asia opts for dairy products. Significance of out-of-home versus take- home spend. 52 weeks ending June 2017 OUT-OF-HOME TAKE-HOME 23% ICE CREAM COFFEE CARBONATED SOFT DRINKS SALTY SNACKS JUICE DRINKS YOGHURT DAIRY DRINKS 77% 5% 5% 5% 5% 6% 6% 7% 10% 12% 12% yoghurt dairy drinks ice creams packaged water juice drinks chocolate salty snacks carbonated soft drinks biscuits coffee Combined out-of-home and take-home spend. 52 weeks ending June 2017 5 A GLOBAL MARKET READFRANCE 6% 1% 40% 53% PORTUGAL 8% 2% 7% 83% INDONESIA 2% 11% 85% 2% BRAZIL 18% 3% 35% 22% 22% SPAIN 15% 2% 20% 63% WHERE DO OUT-OF-HOME PURCHASES HAPPEN? From inner-city markets to out-of-town superstores, OOH consumption happens everywhere. Everything from cups of coffee and soft drinks to ice cream and ready-made sandwiches can be purchased almost anywhere, at any timefrom hotels, restaurants, cafs and street vendors, through to supermarkets and convenience stores. And yet, despite its global presence, OOH trends vary significantly in different marketsinfluenced by local customs and cultures, by climate, or simply by the channels available to shoppers. HOTELS, RESTAURANTS AND CAFS (HORECA) Horeca is one of the most recognised OOH channels, and within our study this segment also includes bars, pubs and coffee shops. Consumption here tends to be defined by the countrys heritage, and we see this channel perform strongest in Europe particularly on the continent. Portugal, Spain and France are the markets where horeca enjoys the largest share of OOH spend. Portugal has strong historical attachment to coffee, and 83% of its OOH spend takes place in horeca locations. In Spain, where this channel accounts for more than 60% of OOH spend, 24% of that total happens in bars. In fact, its population enjoys access to over 100,000 bars, almost one for every 500 residents. ACTING ON IMPULSE Channels that cater for impulsive purchases arguably provide the greatest opportunity for creativity in OOH. As a result, impulse channels have evolved differently across markets, dependent on the factors influencing life and customs in each country. For instance, mobile carts and street vendors are the most popular place to purchase ice cream in Thailand. In Brazil, more than a third (35%) of OOH occasions for snack foods happen through impulse channels often consisting of individual sellers winding their way through queues of cars that fill narrow traffic lanes, with shoppers making purchases through their windows. France is a unique market. Boulangeries account for 19% of all OOH spend, while the country has the highest vending machine use in Europesuch occasions make up 14% of all OOH purchases. TRADITIONAL TRADE OOH consumption is heavily influenced not only by cultural habits and preferences, but by the existing trade landscape of a region. For that reason, traditional trade market stalls selling in small quantities, for example is one of the most significant OOH channels in markets such as Thailand (24%) and Mexico (33%). In Indonesia, trips to the pasar (large, multi-vendor markets that sell an abundance of fruit, vegetables, meat and more) are a daily occurrencewith Indonesians generally averse to the concept of a weekly shop at a hyper- or supermarket. This general preference for long-established customs means that 85% of OOH occasions happen in more traditional locations. 52 weeks ending June 2017 MODERN TRADE LESS PREVALENT HYPERMARKET/SUPERMARKET CONVENIENCE STORE / MINIMARKET Modern trade Other channels HOTEL/RESTAURANT/CAF IMPULSE TRADITIONAL TRADE 6 CHANNEL STRATEGY19% 81% UNITED KINGDOM 15% 9% 34% 43% MEXICO 22% 14% 33% 15% 15% CHINA 22% 21% 7% 15% 34% THAILAND 4% 42% 10% 24% 20% MODERN TRADE Yet, as modern trade (hypermarkets, supermarkets and convenience stores) has begun to proliferate in less developed markets, there has been a knock-on effect for OOH consumption. In Thailand and Mexico traditional trade is still significant. But modern trade totalling 46% in Thailand and 37% in Mexico has become the stage for OOH purchases. And its not only here that modern trade is leading the way. In fact, in most of the markets weve analysed, it accounts for a large portion of OOH spend. Even in Europe, where modern trade is a less popular choice for OOH spend, its share of occasions in Spain (17%) and the UK (24%) remains substantial. When comparing OOH and take-home spend within modern trade, the significance of analysing OOH becomes all the more apparent. Globally, OOH offers 19% incrementality, but we can find countries where OOH accounts for more than half the total modern trade spendsuch as Thailand (59%) and Mexico (60%). To consider modern trade strategies in these countries without an understanding of OOH occasions would mean missing half the opportunity. OUT-OF-HOME TAKE-HOME Out-of-homes incrementality for modern trade MODERN TRADE MORE PREVALENT $2 out of every $10 spent in modern trade is out-of-home 7 CHANNEL STRATEGYCONVENIENCE AS A PURE OUT-OF-HOME PLAYER In our Omnichannel publication, released last year, we showcased the changing shopper habits that are seeing large bricks and mortar stores shelved in favour of smaller discount and convenience formats. These changes are fuelling the rapid rise of consumer packaged goods (CPG) sales in convenience stores. Such stores cater to the hectic lifestyles of modern urban professionals, and typically have one or two checkout counters operational 24-hours-a-day. We have discussed the importance of OOH for understanding modern trade but, when we drill into convenience specifically, its even more significant. In Thailand, China and Mexico, the convenience channel is almost a pure OOH playerand its that ability to cater for OOH occasions that has been the cornerstone of convenience stores success. Over the years, it has become routine for shoppers to purchase snacks and beverages on the go. In recent years, Chinas booming economy has inspired more people to purchase snacks on the move, rather than preparing them at home. We see 84% of convenience store spend coming from OOH in this countrythe second highest of the countries in our analysis. The number of convenience stores in China doubled between 2010 and 2015. This, combined with the growth of OOH consumption, has meant the convenience channel has outperformed the total CPG market consistentlyas well as becoming more prominent in take-home shopping alongside this. COUNTRY FOCUS: CHINA CHINA It is often said that Mexico has two personas: one formal, the other informal. However, shoppers from both sides of the coin make up the countrys burgeoning middles classes. Driven by the relentless pace of life and heavy traffic in Mexican cities, this emerging demographic is looking for good quality products that can help save time and money. As well as the appeal of convenience, millennial shoppers are also seeking a more personalised shopping experience, making customer service a powerful factor in an individuals purchasing decision. Above all, time-poor shoppers are looking for efficient experiencesand theyre prepared to pay a premium. The growth of the convenience format in Mexico is testament to this trend. One in every four retail dollars is now spent in a convenience store, representing 22% of the countrys total OOH market. In addition, 96% of convenience store purchases in Mexico relate to OOHa higher percentage than any other country weve analysed. COUNTRY FOCUS: MEXICO MEXICO OUT-OF-HOME TAKE-H