covid-19 weekly update impact on the fmcg market week 13 · the sales in toilet paper and feminine...

COVID-19 WEEKLY UPDATE

Impact on the FMCG market

Week 13 – 22/03-28/03

FMCG Market Trend vs Average MAT

Week 12 marks 21.6% growth compared to last 52 weeks average (based on 52 weeks until week 10 included) Beverages field is the only one that’s decreasing with 1.0% decreases compared to last 52 weeks average

*All the data is compared to 52 weeks average - week 11 2019 to week 10 2020

24.4%

818Foods

1.0- %

94Beverages

45.1%

105Home Care

21.6%

1,114

FMCG

6.5%

96Personal

Care

876 892 895 869 869 889 903 881 910

1,076

1,343 1,291

1,114

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 12 - 15\03 13 - 22\03

Value Sales FMCG – Million NIS

FMCG – Weekly Trend Week 13 marks a 13.7% decrease compared to week 12, which is a second week of decreases after week’s 11 peak

928.3

96.2139.6 126.9

818.4

94.3 96.4 104.8

מזון משקאות טיפוח הפרט מוצרים לבית

Value Sales (Million NIS)

12 - 15\03 13 - 22\03

FMCG trend vs last week The decrease comes from all of the fields – Beverages field is marking the most moderate decline, this following it

being the least growing field over the period

Week 13 marks an increase in the fields affected by Passover (Wines, Oils and Cleaning Aids), in addition to a trend change in fields that increased because of the epidemic (Paper Products, Rice, Pasta, Body Hygiene)

Wines is the only field marking an increase over week 12, as the Passover shopping period continues

Highest Growing Fields


Sauces &

Spreads

Baking &

Cooking Aids

Frozen Meat

& Chicken

Bread &

Alternatives

Dairy

Products &

Substitutes

41.232.235.153.1167.0

14.414.715.021.221.4

54.0%84.2%74.3%66.4%14.7%

-7.4%-0.3%-14.7%-3.5%-8.1%

Cleaning

AidsOils

House Hold

DetergentsWinesConserves

10.822.420.224.442.4

6.78.18.29.29.7

167.4%56.7%69.2%60.8%29.6%

-17.6%-14.1%-25.0%18.0%-30.8%

Value Sales (Milion NIS) week 13

Addition in Million Nis vs average

Change % vs average

Change % vs week 12

The trend is evident on category level, as Passover categories (Matzah, Basic Cookies and Grape Juice Tirosh) are leading the growth

17.6

15.3

6.4

6.4

5.8

5.8

5.5

5.5

5.3

4.5

4.4

4.3

4.1

3.9

3.8

3.8

3.7

3.6

3.3

3.2

Matzah

Packed Fresh Chicken

Basic Cookies

Flour

Grape Juice Tirosh

Hygiene Products

Yellow Cheese-Shelf

Frozen beef/lamb

Plain Oils

Frozen chicken

Frozen vegetables

House Cleaning

Ordinary Eggs

Sweet Spreads

Cleaning Gloves

Spices In A Box

Fresh and UHT milk

Frozen Fish In Vacuum

Instant Coffee

Disposable Houseware

Addition in value sales (million NIS)

18.8

38.6

12.4

11.1

9.2

6.4

18.1

11.7

14.3

10.9

15.4

7.1

20.5

8.9

4.9

5.9

31.3

17.7

11.6

12.7

Value Sales Last Week (Million NIS)

Growing Categories


There is a growth trend of Passover categories in weeks -3 and -4 of the holiday this year, compared to last year The main possible reasons for the growth are advanced shopping as the fear of shortages grows and the fact that much

bigger number of households are celebrating at home this year

Passover Sales trend

Volume Sales (Ton/Thousand Liter)

*Weeks -3 and -4 2019 23/3/19-05/04/2019 **Weeks -3 and -4 2020 12/3/20-25/03/2020

***Volume sales – Matzah (weight), Grape Juice Tirosh (volume), Passover Cookies (weight), Charoset (volume)

641.6 736.5

243.64.6

1860.0

1122.1

460.6

9.1

Matza Grape Juice Tirosh Passover Cookies Charoset

Pre-Holiday Shopping 2019

Pre-Holiday Shopping 2020

Hands & Surfaces Sanitizing and Disposable Gloves are the most rapid growing categories in the epidemic period Hands & Surfaces Sanitizing category marks second straight week of decreases, despite still being much higher that annual average Disposable gloves category is decreasing after reaching a peak in week 12

Hands & Surfaces Sanitizing and Disposable Gloves

1.1

3.5

6.3

4.9

52 weeksaverage

11 - 08\03 12 - 15\03 13 - 22\03

Disposable Gloves value sales (million NIS)

0.4

11.9

8.3

6.3

52 weeksaverage

11 - 08\03 12 - 15\03 13 - 22\03

Hands & Surfaces Sanitizingvalue sales (million NIS)

12.9 13.1 12.7 11.4 12.0 11.9 12.4 11.6 11.7 15.4

34.626.6

13.9

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 12 - 15\03 13 - 22\03

Toilet Paper – Value Sales (Million NIS)

8.1 8.5 9.4 7.8 8.2 8.2 8.7 8.4 8.0 9.0

13.9 12.78.6

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 12 - 15\03 13 - 22\03

Feminine Hygiene – Value Sales (Million NIS)

11.6 12.1 13.7 11.6 10.7 10.9 13.3 13.1 12.4 12.519.5

14.78.8

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 12 - 15\03 13 - 22\03

Diapers – Value Sales (Million NIS)

Decreasing Categories – “Hoarding” Toilet Paper, Diapers and Feminine Hygiene are amongst categories that marked sharp increases in week 11 and decrease ever since

– probably due to hoarding The sales in Toilet Paper and Feminine Hygiene in last week is similar to an weekly average before the epidemic, while Diapers

category marks its lowest week in current MAT

4.8 4.8 5.2 4.9 5.1 5.3 5.4 5.5 5.5 6.3 5.53.8 2.9

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 12 - 15\03 13 - 22\03

Non Sugar Gum – Value Sales (Million NIS)

2.2 2.0 2.2 2.0 2.2 2.3 2.3 2.4 2.6 2.9 3.3

1.91.4

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 12 - 15\03 13 - 22\03

Small Water Bottle (Packs + Single) – Value Sales (Million NIS)

5.0 5.8 6.0 5.8 5.7 5.7 5.5 5.6 5.5 5.7 5.53.9 3.2

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 12 - 15\03 13 - 22\03

Adult Cereal Snacks (Packs + Single) – Value Sales (Million NIS)

Decreasing Categories – “On The Go” Some of the most noticeable decreases come from “On The Go” products as Gum, Cereal Snacks and Small Water Bottles In week 12, all three categories mark their lowest value sales in 2020 and are more than 30% below annual average

4.0%

1.7%

4.3%

8.2%

2.1%

3.1%

5.3%

1.6%

2.6%

Toilet Paper

Diapers

Non Sugar Gum

39.9

85.5

103.1

43.4

92.4

105.6

38.7

92.2

105.9

52 weeksaverage

week 12

week 13

Decreasing Categories – penetration and basket size

Volume Basket SizePenetration Rate

* Volume Basket Size – Toilet Paper and Diapers (units in pack), Non Sugar Gum (weight)

Toilet Paper’s penetration rate is decreasing, but is still higher that average Diapers category’s decrease in value sales comes from a decrease in penetration (which is now lower than average) Non Sugar Gum’s decrease comes from a sharp decline in penetration rate, as basket size in stable

61

2.5

42

6.3

54

.1

54

.4

77.8

73

7.6

52

6.4

55

.4

76

.2

79

.6

FMCG Foods Beverages HomeCare

PersonalCare

Discount + Pharm

28

0.8

21

9.1

31

.9

17

.2

12

.6

359.9

28

2.5

32

.7

28

.2

16

.5


PersonalCare

Neighborhood

22

.6

12

.4

9.3

0.7

0.3

16

.5

9.5 6.2

0.4

0.4


PersonalCare

Convenience

* *% Change

Sales Split By Channel


Similar to the trend of previous week, the Neighborhood channel is growing in a higher pace compared to Discount and Pharm channel

The Convenience channel continues to decrease in a higher pace

136

171

208230 202

136

30

245

214

194

243230

141

24

111122

143167

194151

28

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Value Sales FMCG (Million NIS)13 - 22\03

12 - 15\03

Last 52 weeks Average

Daily Trend The daily sales of week 13 are higher than average in all days, except Friday The only days in which week 13 sales are higher than week 12 are Tuesday and Saturday – days in which a possibility

of a full lockdown was discussed in government and media

Thanks!

covid-19 weekly update impact on the fmcg market week 13 · the sales in toilet paper and feminine...

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