December 2014

SWEET POTATOOPPORTUNITY CALCULATOR

YEAR TO 01/11/2014

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OPPORTUNITY CALCULATOR

• This tool helps to define (as a guide) retail opportunities by highlighting the gaps between one specific demographic group and the average national totals.

• For this opportunity calculator the period MAT To 01/11/2014 was used.

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OPPORTUNITIES

• Start Up Families and Established Couples have lost number of households that buy Sweet Potato compared to last year.

• Focusing on bringing these ‘lost’ households back to Sweet Potato provides an opportunity of $0.6M. Established Couples make up the bulk of this opportunity.

• We need to understand what is driving the drop in households for the mentioned consumer groups. Understanding and overcoming these purchase barriers may have positive impact on sales.

This Opportunity Calculator is part of a vegetable consumer purchase data project funded by HIA using the vegetable levy and matched funds from the Australian Government. This report captures only Fresh Vegetables and excludes processed vegetables (e.g. Fresh Sweet Corn excluding Canned Sweet Corn; Fresh Beans excluding Canned Beans)

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64.5%

79.7%

67.8%

66.0%

57.9%

51.9%

68.5%

70.3%

Start Up Families

Small Scale Families

Bustling Families

Young Transitionals

Independent Singles

Established Couples

Senior Couples

Penetration Last Year

AUSTRALIA

< 6 yr

6-11 yr

+12 yr

<35 yr

+35 yr

36-60 yr

+60 yr

Opportunity exists in regaining the buyers that have lapsed out of Sweet Potato this year.

Source: Nielsen Homescan

65.1%

77.0%

68.2%

66.1%

60.2%

53.5%

67.1%

72.1%

Penetration This Year

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Start UpFamilies

Established Couples

Number of households lost

Number of trips per year

13,604 5.9 $213K

An opportunity of $0.6M exists by encouraging lost buyers to re-try Sweet Potato again. The majority of the opportunity sits within Established Couples.

Source: Nielsen Homescan

Spend per trip

$2.66

Value of opportunity

24,564 6.2 $386K$2.53

TOTAL $0.6M

**Note: The numbers are rounded up

THANK YOU