pulse report chilled & fresh q3 2012

7/29/2019 Pulse Report Chilled & Fresh Q3 2012

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www.SymphonyIRI.eu

Chilled & Fresh

SymphonyIRI

Welcome to the Pulse Q3 2012 edition for Chilled and

Fresh. We hope you find it useful. Please do not hesitate

to contact us if you have any questions or comments [email protected]

Pulse


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Chilled and Fresh SymphonyIRI Pulse Q3 2012

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About the Report

This Chilled and Fresh report is one of 10 super category reports designed to show

high-level comparison and analysis for retail markets across major countries in

Europe.

This report contains data gathered from around Europe. This market was split into

the following categories: Yogurts, Dairy Desserts & Drinks, Cream, Eggs, Margarines,

Butter, Fats & Spreads, Milk, Cheese, Chilled Juices, Fresh Desserts, Salads,

Tofu/Soya, Chilled Dips & Sauces, Ready Meals, Chilled Fish & Seafood, Charcuterie,

Fresh Vegetables and Fresh Fruit.

The report highlights key metrics such as total sales figures, market trends, category

shares, winners and losers for Europe and for individual countries.

The data has been sourced from Symphony IRI Group retail databases and Eurostat

the statistical branch of administration for the European Commission.

The countries included in the report are: France, Germany, Italy, Netherlands, Spain

and the UK.

The market channels used for each country in this report are as follows:

For analytical purposes the data sourced from available retail databases has

been consolidated to provide consistent results. However, for some countries it

has not been possible to source data pertaining to certain categories. When

this has occurred it has been documented in the Notes section found at theend of the report.

Country Channels used

UKHypermarkets, Supermarkets, Drugstores and

Impulse Outlets

ESHypermarkets, Supermarkets, Hard Discounters,

Drugstores and includes the Canary Islands

DEHypermarkets, Supermarkets, Hard Discounters

and Drugstores

NLHypermarkets, Supermarkets, Hard Discounters

and Drugstores

ITHypermarkets, Supermarkets, Small Self Service,

Hard Discounters and Drugstores

FRHypermarkets and Supermarkets


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In the Radar

Economic figures influencing consumer behavior

Fresh and Chilled growth in Europe slows in the

latest quarter, but remains up +2.5% year on yearwith growth across all countries.

However with economic uncertainty showing no sign

of abating, along with rising unemployment in most

markets, we should monitor shopper choices

carefully. Spain in particular is witnessing shopper

movement, from out of home channels into lower

cost retail purchases in the fresh channel. Against

this backdrop, food inflationary growth (which has

driven much of the market change) becomes a

significant factor to watch in the coming months

Sarah Pittock

Insight Director, Business Insights, SymphonyIRI Group

Contact: [email protected]

Source Eurostats October 2012

Population in Millions Unemployment (%)

Average 12 Months

Inflation Rate GDP in Millions ()

January

2011

January

2012

Dec.

2011

Average

2012

Dec.

2011

Average

2012

2011

(Estimate)

2012

(Estimate)

France 65.0 65.3 9.7 10.3 +2.3 +2.5 1,987,699 2,033,702

Germany 81.7 81.8 5.9 5.5 +2.5 +2.4 2,567,000 2,645,862

Italy 60.6 60.8 8.4 10.7 +2.9 +3.5 1,586,209 1,565,770

Netherlands 16.6 16.7 4.4 5.3 +2.5 +2.8 607,435 609,133

Spain 46.1 46.1 21.6 25.1 +3.1 +2.3 1,074,940 1,050,211

United

Kingdom 62.4 62.9 8.4 7.9 +4.4 +3.7 1,747,315 1,913,070


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Global Trends

+4.3%

+2.9%

+1.8%

+2.9%

+2.4%

TOTAL EUROPE +2.5%

Value Sales in Millions ()

Total EU 99,942

DE 29,433

FR 22,596

IT 14,332

UK 12,413*

NL 9,932

ES 9,236

3,047 3,065 3,173 3,042 3,120 3,078

2,240 2,312 2,312 2,252 2,323 2,350

2,503 2,383 2,477 2,484 2,534 2,437

3,651 3,353 3,572 3,610 3,720 3,431

7,377 7,252 7,411 7,3977,380

7,245

5,420 5,889 5,556 5,580 5,5715,478

0

5,000

10,000

15,000

20,000

25,000

30,000

3-Jul-11 2-Oct-11 1-Jan-12 2-Apr-12 1-Jul-12 1-Oct-12

Millions

Period Ending

France

Germany

Italy

Netherlands

Spain

UK

*based on an exchange rate of 1.150 to the pound

Positive Trend

Static Trend

Negative Trend

+1.8%

Value sales and growth and decline in the last year

Value sales for the last six quarters

Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12


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Europe

20,320 19,852

11,267

7,7666,262 5,525 4,977 4,654 4,124.55 3,355.90

0

5,000

10,000

15,000

20,000

25,000

Charcuterie CheeseYogurts, Dairy Desserts & Drinks Ready MealsMargarine, Butter, Fats & Spreads MilkFresh Desserts Chilled JuicesFresh Vegetables Eggs

Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom

MillionsEuros

Category Value Sales and Share of Value in the Last Year

Key trends

Charcuterie and Cheese both

continue to grow share within

Chilled and Fresh, accounting for

over 40% over the market.

Greatest growth contribution in

these sectors comes from Italy

and Spain.

Notably, non-essential categoriesgain share within chilled, such as

Ready Meals and Fresh Desserts,

while Vegetables, Fruit, and Milk

all decline share year on year.

Top 10


Charcuterie 20.75%

Cheese 20.27%

Yogurts, Dairy Desserts & Drinks 11.50%

Ready Meals 7.93%

Margarine, Butter, Fats & Spreads 6.39%

Milk 5.64%

Fresh Desserts 5.08%

Chilled Juices 4.75%Fresh Vegetables 4.21%

Eggs 3.43%

Chilled Fish and Seafood 2.49%

Fresh Fruit 2.45%

Salads 2.38%

Cream 1.94%

Chilled Dips and Sauces 0.70%

Tofu / Soya 0.09%


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Europe

Top 5 Losers: Value Sales

chg vs. Yr Ago ()

Top 5 Winners: Value Sales

chg vs. Yr Ago ()

712.8

712.6

295.9

215.5

98.6

0 200 400 600 800

Charcuterie

Cheese

Eggs

Ready Meals

Fresh Desserts

Millions

-74.6

-80 -70 -60 -50 -40 -30 -20 -10 0

Milk

Millions

Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom

Top 5 Categories Evolution

Value Sales () and % Change vs. Yr Ago

Category Insights

Large Milk declines largely contributedto from the UK, who are cycling last

years heavy promotional activity. The

market has proved itself to be

expandable, with volumes sales tracking

price discounts closely.

Charcuterie and cheese combined have

added over 1400m Euros to the market,

driven by inflation and Private Label

growth. However, growth slows in bothcategories vs. the previous quarter.

Ready Meals continues to increase in

importance in the market as shopper

needs for convenience compete with

their need for low cost. In particular,

France has seen buoyant sales.

20,320

7,766

6,262

11,267

19,852

3.7 2.9

0.2

3.60.7

Charcuterie Cheese Yogurts,

Dairy

Desserts &

Drinks

Ready

Meals

Margarine,

Butter, Fats

& Spreads

Millions

Total Sales % vs. YA



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France

MillionsEuros


5,143

4,435

2,769 2,664

1,6171,331 1,165

947 881.62597.21

0

1,000

2,000

3,000

4,000

5,000

6,000

Charcuterie Cheese

Ready Meals Yogurts, Dairy Desserts & Drinks

Chilled Fish and Seafood Margarine, Butter, Fats & Spreads

Fresh Desserts Salads

Eggs Fresh Vegetables

Top 10

Key trends Value Sales Growth has been slowing

down during Q3 on the Chilled &

Fresh category : +1.5% (Q3 2012 vs Q3

2011) vs +2.8% during Q2.

The growth trend is lower than other

categories (such as Liquids, Ambient,

Household & Personal Care) during

Q3 : Global FMCGs have grown by

+2.7% during Q3.

The slow down in Value sales growth

can be explained by a lower level of

inflation in Q3.

In addition, sales in Volume have

been decreasing during Q3 (-0.2%),

mainly through Dairy Products (esp.

Milk & Butter).


Charcuterie 22.8%

Cheese 19.6%

Ready Meals 12.3%




Fresh Desserts 5.2%

Salads 4.2%

Eggs 3.9%

Fresh Vegetables 2.6%

Chilled Juices 1.5%

Cream 1.2%

Fresh Fruit 1.0%

Milk 0.4%

Tofu / Soya 0.3%



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France


chg vs. Yr Ago ()


chg vs. Yr Ago ()

161.1

143.8

107.5

52.7

39.3

0 50 100 150 200

Charcuterie

Cheese

Ready Meals

Salads

Eggs

Millions

-10.2

-12.0 -10.0 -8.0 -6.0 -4.0 -2.0 0.0

Yogurts , Dairy

Desserts & Drinks

Millions


5,143.45

2,663.66

1,617.48

4,435.46

2,768.95

2.43.2 4.0 -0.43.4

Charcuterie Cheese Ready

Meals

Yogurts,

Dairy

Desserts &

Drinks

Chilled Fish

and

Seafood

Millions


Category Insights

Growth in Charcuterie, the largestcontributor to Chilled & Fresh Value, is

driven by major brands : Herta (through

good level of volume demand)and

Fleury Michon (through higher value

added range of products in health and

roasted meats). Private

Label,though,has been a less dynamic

market.

Cheese is growing in both Value &Volume, largely driven by Private Label

(through range development and

inflation).

Ready Meals have also benefitted from

both value & volume growth, mainly

driven by national brands (Fleury

Michon through offer) and Lustucru

(range and promotional support).



9/209


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Germany

7,733

2,653

1,5811,238 1,086 1,018.01

6,707

2,725 2,522

1,077.07

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

Charcuterie CheeseChilled Juices Yogurts, Dairy Desserts & DrinksMargarine, Butter, Fats & Spreads Ready MealsFresh Desserts SaladsEggs Cream

MillionsEuros


Top 10

Key trends

The German Chilled market is heavily

reliant on Charcuterie and Cheese,

which together hold around 50% of

total sales.

Although both categories have declined

in volume sales, increased price/kg has

contributed towards buoyant value

growth of +3.8% in Chilled Meat and+3.5% in Cheeses

Both Chilled Meat and Cheeses has

registered highest increase in

Hypermarket formats in terms of Value

Sales

Private Label holds more than 50% of

the market share in both Chilled Meat

and Cheeses category respectively

Strong Promotional activity in the Eggs

category has driven strong value sales

growth +109.6%


Charcuterie 26.27%

Cheese 22.79%

Chilled Juices 9.26%



Ready Meals 5.37%


Salads 3.69%

Eggs 3.66%

Cream 3.46%

Milk 2.89%


Tofu / Soya 0.07%



10/2010


www.SymphonyIRI.eu

Germany


chg vs. Yr Ago ()


chg vs. Yr Ago ()

-3.5

-3.9

-28.3

-49.8

-87.4

-100.0 -80.0 -60.0 -40.0 -20.0 0.0

Cream

Milk

Chilled Juices

Yogurts , Dairy

Desserts & Drinks

Margarine, Butter,

Fats & Spreads

Millions

250.2

195.3

100.9

53.3

35.2

0 50 100 150 200 250 300

Charcuterie

Cheese

Eggs

Ready Meals

Fresh Desser ts

Millions


7.733

6.707

2.7252.5222.653

-1.0 -3.3-1.8

3.3 3.0

Charcuterie Cheese Chilled

Juices

Yogurts,

Dairy

Desserts &

Drinks

Margarine,

Butter, Fats

& Spreads

Millions


Top 5 Categories Evolution Category Insights

Semi-prepared meals holds 45.5% of the

total Ready Meals sales and has

registered a growth of +2.9%.

Milkshakes and Yogurt has seen a

decline in both value and volume sales in

almost all the geographies apart from

Hypermarket s (+1.8%) for Yogurt, and

Drug Stores for Milkshakes (+11.9%),

which have benefitted in an increase in

promotion sales

Margarine and fats cannot compensate

for the heavy loss of butter, which has

the dominant share and has registered

loss in all the channels

Chilled Juices has registered heavy loss

in Discounters (-39.6%), also it has seen

decline in Promotion sales across all the

channels.



11/2011


www.SymphonyIRI.eu

Italy

663.84438.53 425.75

3,420

1,990 1,9791,758

1,218 1,091 1,085

0

500

1000

1500

2000

2500

3000

3500

4000

Cheese Charcuterie

Fresh Vegetables Yogurts, Dairy Desserts & DrinksReady Meals Fresh Fruit

Milk EggsMargarine, Butter, Fats & Spreads Fresh Desserts

MillionsEuros


Top 10

Key trends

The total market is in growth of

+2.1%. (value data Q2 2011 vs Q2

2012)

Cheese, Charcuterie and Fresh

Vegetables combined account for

53% of the total Fresh & Chilled

market

The best performing markets areFresh vegetables, Fresh meat, eggs

and Charcuterie

Fresh Dessert lose -8.8% value, with

Yoghurts poor performance of -

1.7% especially noteworthy

Base segments (i.e eggs, cheese,

charcuterie) continue to benefit from

the economic situation.


Cheese 23.87%

Charcuterie 13.89%



Ready Meals 8.50%

Fresh Fruit 7.61%

Milk 7.57%

Eggs 4.63%




Cream 0.48%


Tofu / Soya 0.03%


12/2012


www.SymphonyIRI.eu

Italy


chg vs. Yr Ago ()


chg vs. Yr Ago ()

166.4

120.4

57.9

37.7

25.7

0 50 100 150 200

Cheese

Charcuterie

Eggs

Yogurts , Dairy

Desserts &

Drinks

Margarine,

Butter , Fats &

Spreads

Millions

-3.25

-15.79

-18.99

-5.22

-20.0 -15.0 -10.0 -5.0 0.0

Fresh Vegetables

Chilled Juices

Milk

Fresh Desse rts

Millions



3.420,35

1.990,26 1.979,50

1.757,90

1.217,65

2.25,1

6.4

-0.2 2,1

Cheese Charcuterie Fresh

Vegetables

Yogurts,

Dairy

Desserts &

Drinks

Ready

Meals

M

illions


Category Insights

The key categories are increasingaverage volume price reflecting

inflationary growth, in particular the

eggs category (+7.1%). Yoghurt,

however, remains at a flat price

Chilled Market growth is mainly driven

by Private Label performance: up

+7.6% in value (with increased pricing

of +2.9% helping contribute towards

growth)

There has been a slight decrease on

the amount of promotional activity.

The categories with the largest

promotional activity remain Yoghurt,

Charcuterie and Cheese (with the

latter two increasing their promotional

sales vs. the previous year). The

average uplift of the Fresh market

register a slight decrease, reflecting areduced shopper response to

promotions.



13/2013


www.SymphonyIRI.eu

Netherlands

360 345.51 297.56

2,893

1,548

1,170 1,068791

399 378

0

500

1000

1500

2000

2500

3000

3500

Charcuterie Fresh Vegetables

Cheese Fresh Fruit

Fresh Desserts Margarine, Butter, Fats & Spreads

Milk Yogurts, Dairy Desserts & Drinks

Ready Meals Chilled Fish and Seafood

MillionsEuros


Top 10

Key trends

The fresh category continues to be

critical to the success of total sales in

the Dutch market.

Supermarket sales

rose in MAT wk 40 2012 by 2.1%.

Fresh sales accounted

for 43.2% of supermarket sales

Fresh shows a growth of 2.5%which is above the level of

the grow of the total supermarket

sales


Charcuterie 29.13%


Cheese 11.78%

Fresh Fruit 10.75%



Milk 3.81%


Ready Meals 3.48%


Salads 2.65%

Eggs 2.08%


Cream 0.58%


Tofu / Soya 0.00%


14/2014


www.SymphonyIRI.eu

Netherlands


chg vs. Yr Ago ()


chg vs. Yr Ago ()

-0.9

-1.2

-6.3

-15.5

-18.0 -16.0 -14.0 -12.0 -10.0 -8.0 -6.0 -4.0 -2.0 0.0

Yogur ts, Dairy

Desser ts & Drinks

Cream

Fresh Desser ts

Ready Meals

Millions

43.1

37.8

36.3

35.0

11.4

0 10 20 30 40 50

Charcuterie

Cheese

Fresh Fruit

Fresh

Vegetables

Chilled Fish and

Seafood

Millions



2.893,46

1.547,84

1.068,09

791,18

1.169,67

2.3 3.53,31,5 -0.8

Charcuterie Fresh

Vegetables

Cheese Fresh Fruit Fresh

Desserts

M

illions


Category Insights

Fresh fruit and vegetables areparticularly important to the Dutch

market, second only to Charcuterie

and both outperforming market growth

Both Fruit and Vegetable growth can

largely be attributed to inflation, with

Tomatoes pricing driving Vegetables

and Apples pricing driving fruit.

Inflation is also contributing to the

growth of cheeseAlthough Ready Meals is in strong

decline, the segment with the greatest

growth is Ready to Cook.



15/2015


www.SymphonyIRI.eu

Spain

214 213.23137.20

2,560

2,227

1,612

728527 505

311

0

500

1000

1500

2000

2500

3000

Charcuterie Yogurts, Dairy Desserts & DrinksCheese Ready MealsEggs Fresh DessertsChilled Fish and Seafood Chilled JuicesMargarine, Butter, Fats & Spreads Cream

MillionsEuros


Top 10

Key trends

Chilled and Fresh categories are

developing positively, increasing their

sales over the last year, but below of the

total FCG Market

The three main categories, Charcuterie,

Yogurts, Dairy Desserts & Drinks and

Cheese represent more than 70% of thetotal sales of their group.

Charcuterie is the category that most

increases over last year, followed by

Cheese and Eggs.


Charcuterie 27.71%


Cheese 17.45%

Ready Meals 7.88%

Eggs 5.70%





Cream 1.49%


Milk 0.45%

Salads 0.40%


16/2016


www.SymphonyIRI.eu

Spain


chg vs. Yr Ago ()


chg vs. Yr Ago ()

137.9

87.8

43.6

32.2

25.2

0 50 100 150

Charcuterie

Eggs

Cheese

Fresh Desse rts

Chilled Fish and

Seafood

Millions

-1.1

-1.1

-2.4

-3.0 -2.5 -2.0 -1.5 -1.0 -0.5 0.0

Salads

Milk

Chilled Juices

Millions



2.560

2.227

1.612

527728

20

5,72.8

0.5 2,5

Charcuterie Yogurts,

Dairy

Desserts &

Drinks

Cheese Ready

Meals

Eggs

Millions


Category Insights

Declining sales in the HORECA Channel

(Food Service outlets) have helped

contribute to sales of categories such as

categories as Yoghurt, Ready Meals and

Desserts

Regarding the split between

consumption and price, we can see a

consumption growth on importantcategories such as Milk and Charcuterie,

while prices remain stable or growing

slightly.

Private Label is driving growth, with

double digit evolution for the Top

categories. Big Supermarket is the

channel with the strongest growth..



17/2017


www.SymphonyIRI.eu

United Kingdom

1,125.14852.39

345.90 319.75

3,087

2,508

1,6051,358

1,212

0

500

1000

1500

2000

2500

3000

3500

Milk CheeseYogurts, Dairy Desserts & Drinks Margarine, Butter, Fats & SpreadsChilled Juices Ready MealsFresh Desserts CreamChilled Dips and Sauces

MillionsEuros

Data for the United Kingdom does not include Northern Ireland


Top 9

Key trends

The growth of Chilled and Fresh in Q3,

2012 stands at 2.4%, which is less

compared to European countries

average of 2.5%

Growth of Chilled and Fresh is driven

mainly by Cheese along with, Chilled

Juices and Margarine, Butter, Fats &

Spreads.

Milk continues to decline, and thedecline is at -1.8% from -1.1% last

quarter, mainly driven by reduced

promotions

Milk still holds the majority share, but

increased growth of Cheese and others

sectors are stealing Milks share in this

quarter

Yoghurts, Dairy Desserts & Drinks has

won a place among top five winners in

this quarter affecting Ready Mealsposition


Milk 24.87%

Cheese 20.20%




Ready Meals 9.06%


Cream 2.79%



18/2018


www.SymphonyIRI.eu

United Kingdom


chg vs. Yr Ago ()


chg vs. Yr Ago ()

-57.6

-70.0 -60.0 -50.0 -40.0 -30.0 -20.0 -10.0 0.0

Milk

Millions

125.8

59.8

53.2

37.5

31.3

0 50 100 150

Cheese

Chilled Juices

Margarine,

Butter, Fats &Spreads

Yogurts , Dairy

Desserts &

Drinks

Fresh Desse rts

Millions

Data for the United Kingdom does not include Northern Ireland



2.508

1.605

1.3581.212

3.087

-1.8

5,22.45.3 4,1

Milk Cheese Yogurts ,

Dairy

Desserts

& Drinks

Margarine,

Butter,

Fats &

Spreads

Chilled

Juices

Millions


Category Insights

Growth of top winners is mainly drivenby increased incremental volume due

to driven by significantly more

promotional deals in latest quarter

Increased on-shelf deals of Margarine,

Butter, Fats & Spreads, along with

increased off-shelf deals of Chilled

Juices and increased price cut of

Yoghurts, Dairy Desserts & Drinks have

driven the growth in these sectors

Off-shelf deals of Chilled Juices were

more effective than on-shelf deals of

Margarine, Butter, Fats & Spreads,

which helped Chilled Juices to

interchange their positions, compared

to last quarter. This reflects the

importance of the correct promotional

strategy in maintaining category health.



19/2019


www.SymphonyIRI.eu

Final Notes

Notes on Category Definitions for Countries

Due to the diverse products found in individual countries across this market it was necessary toconsolidate the available data into the categories in this report. In some cases it wasnt always

possible to align products across all 6 countries hence the need to highlight any anomalies in the

report. Those exceptions are listed below:

Eggs

The UK data in this report does not include this category

Margarine, Butter, Fats & Spreads

The UK data in this report does not include fats in this category

The Spain data in this report does not include fats in this category

Tofu / Soya


The Spain data in this report does not include this category

Chilled Fish and Seafood


The Italy data in this report does not include this category

Charcuterie


Fresh Vegetables



The Germany data in this report does not include this category

Fresh Fruit



The Germany data in this report does not include this category


20/20


Resources

To gain insight into opportunities across specific categories, segments, channels or retailers, contact

your SymphonyIRI client service representative regarding custom analyses leveraging the following

resources:

InfoScan Census is a syndicated retail tracking service that enables manufacturers and retailers

to acquire industry insights used to make better business decisions. InfoScan Census utilizes the data

that SymphonyIRI Group collects from grocery, drug, and mass merchandise retailers to provide the

most comprehensive and accurate syndicated data offering in the Fast Moving Consumer Goods

(FMCG) sector. With access to accurate, granular detail by category, geography, measure, and time

period, clients have the tools needed to develop marketing and sales strategies based on product

performance, distribution, and promotion responsiveness. All data about frozen foods are coming

from InfoScan Census.

SymphonyIRI Consulting provide strategic insights and advice leveraging a variety of data sources,predictive analytics, enabling technologies, and business analyses to help CPG manufacturers and

retailers address significant sales and marketing issues effectively.

Contact: SymphonyIRI Group, [email protected], Tel: +33 1 30 26 81 00

About SymphonyIRI Group

SymphonyIRI group, formerly named Information Resources, Inc. (IRI), is the global leader in

innovative solutions and services for driving revenue and profit growth in CPG, retail andhealthcare companies. SymphonyIRI offers two families of solutions: core IRI solutions for

market measurement and symphony advantage solutions for enabling new growth

opportunities in marketing, sales, shopper marketing and category management. SymphonyIRI

solutions uniquely combine content, analytics and technology to deliver maximum impact.

SymphonyIRI helps companies create, plan and execute forward-looking, shopper-centric

strategies across every level of the organization.

For more information, visit www.SymphonyIRI.eu

pulse report chilled & fresh q3 2012

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