covid-19 weekly update impact on the fmcg …fmcg market trend vs average mat fmcg week 11 marks...

COVID-19 WEEKLY UPDATE

Impact on the FMCG market

Week 11

FMCG Market Trend vs Average MAT

FMCG

Week 11 marks 44.8% growth, compared to last 52 weeks average

40.1%26.3%67.5%79.7%

929

Food123

Home Care

121

Beverages165

Personal Care

44.8%

1,337

*All the data is compared to last 52 weeks average

Conserves, Paper Products, Rice Pulses Pasta and Hygiene & Body Nurturing fields are marking an increase of more than 100% compared to an average week

Fields in Focus

Hygiene & Body

Nurturing

Rice Pulses

Pasta

Paper

Products

Dairy

Products Conserves

36.449.851.0177.472.2

18.429.531.031.138.7

101.8%145.8%154.6%21.2%115.8%

Babys &

Kids Food

Baking &

Cooking Aids

Laundry

DetergentsOils

Baby

Products &

Accessories

25.129.530.127.134.8

11.511.712.012.614.1

83.9%66.2%66.4%86.4%68.2%

Value Sales (Million NIS)

Additional Sales Million NIS

Value % Change


The categories with the highest percentage growth (between the leading categories) are non-food categories –House Cleaning, Hygiene Products, Toilet Paper. Rice and Pasta are the most growing food categories

22.3

16.0

11.2

11.2

10.0

9.3

8.4

7.7

7.5

7.2

6.9

6.6

6.1

6.0

5.9

5.8

5.6

5.5

5.4

5.3

Toilet Paper

Canned Tuna

Hygiene Products

Rice

Dairy Baby Milk Formula

Plain Oils

Pasta

Frozen vegetables

Diapers

Laundry Detergents

House Cleaning

Tomatoes conserves

Cereals

Paper towels

Packed Fresh Chicken

Red wines

Female Hygiene

Wipes

Sweet snacks

Frozen Fish In Vacuum

Additional Sales Million NIS

34.3

27.5

12.1

17.1

21.2

18.4

13.4

18.9

19.5

16.0

9.9

11.5

18.2

11.2

29.3

12.6

13.8

11.9

16.1

19.5

Last Week Sales

Growing Categories

Change %

187%

140%

1309%

192%

89%

102%

168%

69%

63%

83%

236%

133%

50%

115%

25%

85%

67%

84%

50%

37%

11.6 10.7 12.9 13.1 12.7 11.4 12.0 11.8 12.2 11.5 11.6 15.3

34.3

51 - 15\12 52 - 22\12 1 - 29\12 2 - 05\01 3 - 12\01 4 - 19\01 5 - 26\01 6 - 02\02 7 - 09\02 8 - 16\02 9 - 23\02 10 - 01\03 11 - 08\03

Toilet Paper

10.5 9.3 10.0 10.5 10.6 10.6 10.6 10.8 11.2 10.7 12.216.3

27.5

51 - 15\12 52 - 22\12 1 - 29\12 2 - 05\01 3 - 12\01 4 - 19\01 5 - 26\01 6 - 02\02 7 - 09\02 8 - 16\02 9 - 23\02 10 - 01\03 11 - 08\03

Canned Tuna

0.2 0.2 0.2 0.2 0.3 0.2 0.4 0.7 1.3 1.3 2.94.8

11.8

51 - 15\12 52 - 22\12 1 - 29\12 2 - 05\01 3 - 12\01 4 - 19\01 5 - 26\01 6 - 02\02 7 - 09\02 8 - 16\02 9 - 23\02 10 - 01\03 11 - 08\03

Hands & Surfaces Sanitizing

Growing Categories – Weekly Trend The growth in the leading categories started in week 10 and is increasing in week 11 Hands & Surfaces Sanitizing value sales in weeks 10 and 11 together surpasses its sales in 2019

5.6

3.7

2.8

2.7

2.6

2.5

2.2

2.1

2.0

2.0

Tnuva Mehadrin Milk 3% 1Ltr -7290004131074

Tnuva Cottage Mehadrin 5% 250gr -7290004127329

Coca Cola 1.5Ltr - 7290000284316

Tnuva Milk 3% 1Ltr 7290000042442

Coca Cola 1.5Ltr*6 - 7290003119110

Emek Cheese Weighted 28% - 7290000055350

Coca Cola Zero 1.6Ltr*6 - 7290008909877

Taster's Choice Instant Coffee 200gr -7290000072753

Coca Cola Zero 1.6Ltr - 7290008909860

Tnuva Milk Bag 3% 1Ltr - 7290000042015

Last 52 Weeks Average Mill NIS

7.3

4.3

4.1

4.0

3.8

3.4

3.3

3.3

3.1

2.9

Tnuva Mehadrin Milk 3% 1Ltr -7290004131074

Tnuva Cottage Mehadrin 5% 250gr -7290004127329

Sugat Persian Classic Rice 1Kg -7290000211442

Starkist Canned Tuna in Oil 160gr*4 -7290005287206

Lilly Toilet Paper 32 units -7290000187921

Emek Cheese Weighted 28% -7290000055350

Taster's Choice Instant Coffee 200gr -7290000072753

Coca Cola 1.5Ltr*6 - 7290003119110

Coca Cola Zero 1.6Ltr*6 - 7290008909877

Coca Cola 1.5Ltr - 7290000284316

Last Week Million NIS

Top 10 SKUs FMCG The most growing categories are represented in the top 10 SKUs list. Sugat Persian Rice 1 Kg (28th place in the last 52

weeks), Starkist Canned Tuna 160gr*4 (15th place) and Lilly Toilet Paper 32 units (45th place) enter the top 5


Categories in Focus – Penetration Rate

Penetration Rate

5.8

%

4.4

%

5.8

%

6.7

%

1.1

%

0.1

%

12

.8%

10

.5%

12

.3%

13

.0%

1.4

%

2.1

%

Rice Toilet Paper Pasta Canned Tuna Baby Milk Formula Hands & SurfacesSanitizing

Last 52 weeks Week 11

The rapid growth in those categories is fueled by an increase in penetration rate. In addition, there is a slightly more moderate increase in average basket size

The Baby Milk Formula category marks a moderate increase in penetration, albeit a higher growth of the basket size

61

7.9

42

9.6

54

.4

55

.1

78.8

92

1.7

61

7.1

72

.1

94

.1

13

8.4

FMCG Foods Beverages HomeCare

PersonalCare

Discount + Pharm

28

2.9

22

0.6

32

.1

17

.4

12

.8

393.5

29

9.2

40

.2

27

.9

26

.2


PersonalCare

Neighborhood

22

.7

12

.4

9.3

0.7

0.3

22

.0

12.2 8.6

0.6

0.6


PersonalCare

Convenience

* % Change

Sales Split By Channel


The Discount and Pharm channel shows the highest growth in week 11, which comes from all the fields The coronavirus crisis (along with colder weather) leads to a negative effect on Convenience stores compared to a

weekly average. The Personal Care growth in Convenience comes from Wet Wipes and Toilet Paper

174

196

169 187

288

205

118124138 149

188

253

181

43

112123

144167

196

152

29

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Value Sales FMCG (Million NIS)11 - 08\03

10 - 01\03

Last 52 weeks Average

Daily Trend After week 10 showed higher sales than annual average, there is an additional increase in week 11. The most noteworthy growth is of Saturday sales in which week 11 is 307% higher compared to annual average

69.8%

64.0%

63.8%

62.6%

59.6%

58.9%

58.5%

58.5%

56.7%

55.2%

Hod Hasharon

Or Yehuda/ Yehud

Mevaseret

Lowe Gallilee

Tirat Ha Carmel

Netivot

Holon

Nesher

Tel Aviv Jaffa

Yavne

11.2%

12.3%

23.5%

25.8%

26.4%

27.5%

30.5%

33.9%

34.4%

34.6%

35.2%

Maalot

Ashdod/Ashkelon Area

Zefat

Modi'in Elite

Kiryat Malachi

Zefat

Bnei Brak

Bet Shemesh

Migdal Ha Emek

Beitar Elite

Ofakim

Trends by Cities

Change % last week vs annual average


Week 11 is marked by higher than average sales across all cities. There is an indication that coronavirus fear might have lesser effect on Orthodox cities (Modi’in Elite, Zefat, Bnei Brak, Bet Shemesh and Beitar Elite). Another reason for the more moderate increases in those cities is the that they’d prefer not to stack a non-kosher for Passover food

Thanks!

covid-19 weekly update impact on the fmcg …fmcg market trend vs average mat fmcg week 11 marks...

Documents