the middle class: state of mind or share of … · the middle class: state of mind or share of ......

T H E M I D D L E C L A S S: S TAT E O F M I N D O R S H A R E O F WA L L E T ?SPENDING FLEXIBILITY IN IRELAND IN INFLATIONARY TIMESOCTOBER 2013

2 RISING PRICES ARTICLE - IRELAND

SPENDING FLEXIBILITY IN IRELAND DURING INFLATIONARY TIMES

IRELAND• Incomealonedoesnotdictatespendingconsiderations, spendingflexibilityiskeytoo

• 61%ofIrishrespondentsclaimtheyonlyhadenoughto spendonessentialsthepastyear

• TwothirdsofIrishrespondents(66%)indicatethey cannotaffordariseinfoodpriceswithoutmakingdifficult choiceselsewhere

• Alcohol,ConfectioneryandSoftDrinksspendinglikelymost hitbyanyrisingfoodprices

• 47%saytheywillshopmoreatDiscountstoresintimesof risingprices

• Conveniencechannelsandlocalstoresaremostvulnerable intimesofrisingprices

• 47%saytheywillshopmorePrivateLabeliffoodprices increase,versus11%saytheywillshopmorebrands

• Onamorepositivenote,however,56%ofIrishconsumers willconsiderexperimentingwithnewbrands

ABOUT THE NIELSEN GLOBAL SURVEY OF INFLATION 2013

Theexpandingmiddleclassmeetsrisingfoodprices.Theconvergenceofthesetwomegatrendsissettodramaticallyandpermanentlyreshapetheconsumerlandscape.Withtheglobalmiddleclassgrowingby70millioneachyear,andfoodpricesexpectedtomorethandoublewithin20years,theworldisenteringintoanunprecedentedperiodofrisingdemand,economicpressuresandinspirationally-drivenbuyingbehavior.

Howeverfocusingsolelyonthemiddleclass,whichisoftendefinedbyincomeparametersthatareeithertoohighortoolowforuniversalacceptance,isunlikelytofulfilleconomicgrowthexpectationsforbusiness.NewfindingsfromNielsenrevealthatdifferencesinbuyingintentionsforfoodproductswithregardtowhatwebuy,whereweshop,andourperceivedspendingflexibilityisdrivenmorebyaspirationsandculturalnormsthanbyincome.

TheNielsenGlobalSurveyofInflationImpactpolledmorethan29,000Internetrespondentsin58countriestounderstandhowrespondentsaroundtheworldofallincomerangeswerecopingwithrisingfoodprices.Thestudyidentifiesthecountries,categoriesandretailchannelsthatweremoreinsulatedtoweatherhardeconomictimesandthosewhichweremorevulnerable.Tacticsandstrategiesarenecessarytoreachconsumersacrosstheworldinthesedemandingandchangingtimes.

3RISING PRICES ARTICLE - IRELAND Copyright © 2013 The Nielsen Company

RISING PRICES CAN AFFECT THE CONSUMER LANDSCAPE Innovationisvitaltosustainingprofitabilityandbuildingastrongplatformforgrowth.Tacticsthatalignwithhowconsumersthink,planandshopisvitalforsuccess.InEurope,consumershavelessdiscretionaryincomeandweseethatpriceinflationmaybedrivingshoppersfromlocalstorestodiscountstoresandsupermarkets,sounderstandingpricingandpromotionalscenariosareimportant.

InIreland,thesurveyrevealedthatiffoodpricesweretorise,Irishconsumerssaytheywouldincreasepricehuntingin-store,takeadvantageofdealsbystockingup,reducenumberofshoppingtripsandamountspentpertrip,plusshopmoreindiscountstoresandlookfordealsonline.

INCOME IS RELATIVE WHEN IT COMES TO MEASURING BUYING POWERWhenevaluatingtheimpactofinflationamongrespondenthouseholdsthatearnedincomesreflectiveofmiddle-classincomeparameters*,Nielsenfoundthatintimesofrisingfoodprices,nosinglegroupisimmunefromthepain.Thebuyingsentimentforbothdiscretionaryandnon-discretionaryfoodandbeveragecategoriesamong“middle-class”householdscomparedwithallotherhouseholds,onaverage,wasnotdramaticallydifferent.

Inotherwords,acloserlookatbuyingpropensitybystandardsotherthanincomewasnecessarytobettermeasurefinancialstability.TheNielsensurveyrevealedthatthenotionofspendingwasrelativetomanyfactors,whichincludehouseholdcomposition,spendingflexibilityandopportunities,aspirationsandculturaldiversity.

47% OF IRISH RESPONDENTS SAY THEY WOULD SHOP MORE AT DISCOUNT STORES IN TIMES OF RISING PRICES

*asdefinedbytheOrganizationforEconomicCo-operationandDevelopment[OECD]


SPENDING FLEXIBILITY IS IMPORTANTAkeymeasureofbuyingpowerisspendingflexibility,ortheelasticityinthehouseholdbudgettoaffordariseinfoodpriceswithouthavingtomakedifficultspendingchoiceselsewhere.Inthesurvey,Nielsensegmentedrespondentsintothreespendingcapacities;

• THOSETHATHADENOUGHMONEYTOSPENDFREELY

• LIVECOMFORTABLY

• ORJUSTHADENOUGHMONEYFORSHELTER,FOODAND BASICS

ForIreland,theeffectsofthetoughrecessionarereflectedinthesurveyresults,asthemajorityofIrishrespondentsreportonlyhavingenoughmoneyfortheessentials.61percentindicate,inthepastyear,theyhaveonlyhadenoughmoneyforshelter,foodandbasics(versusglobalaverageof44%,Europeaverageof52%).JustunderonethirdofIrishrespondents(31%)sayinthepastyeartheywereabletolivecomfortablyandboughtsomethingsjustbecausetheylikedthem.Only9percentsaytheywereabletospendfreely(versusaglobalaverageof14%andaEuropeaverageof11%)indicatingtheIrishhouseholdbudgetisstillunderpressure.

SPENDING FLEXIBILITY?

Q: PLEASE SELECT THE ONE OPTION THAT BEST REFLECTS YOUR VIEW ON YOUR SPENDING …

FRANCE GERMANY IRELANDGBEU

AVERAGE 52% 63% 49%61%59%

37%32%

26% 39%31%

11% 5% 15% 12% 9%

In the past year I’ve only had enough money for shelter, food and basicsIn the past year I’ve been able to live comfortably, and bought some things just because I liked themIn the last year I’ve been able to spend freely

Source:NielsenGlobalConsumerConfidenceTopic-IrelandQ12013


ELASTICITY IN THE HOUSEHOLD BUDGET9ofthetop10globalcountriesintheNielsensurveywiththeleastspendingflexibilityactuallyhailedfromEurope,reflectingtherecentEUtroubles.Morethanthree-quartersofrespondents‘notabletoaffordariseinprices’werefromGreece(87%),Croatia(82%),Romania(81%),Hungary(77%),Ukraine(77%)andBulgaria(77%)whiletwothirdsofIrishrespondents(66%)indicatetheycannotaffordariseinfoodpriceswithoutmakingdifficultchoiceselsewhere(ranking18outof58countriessurveyed).

FLEXIBILITY IN THE BUDGET?

Q: IS THERE ENOUGH FLEXIBILITY IN YOUR HOUSEHOLD BUDGET TO AFFORD A RISE IN FOOD PRICES WITHOUT MAKING DIFFICULT

SPENDING CHOICES ELSEWHERE?

FRANCE

GERMANY

GB

EU AVERAGE

66%

34%

YES NO


35%

65%

24%

76%

43%

57%

44%

56%

IRELAND


HOW DOES RISING FOOD PRICES AFFECT THE SHOPPING BASKET?Whenitcomestorisingfoodprices,nearlyeveryonefeelsthepain;85percentofallglobalrespondentssaythathighercostsimpacttheirchoiceofgroceryproducts.Groceryproductsarenottheonlyareasofspendingaffected.ThetopwaysthatIrishrespondentswouldchangespendinghabitsbecauseofincreasedfoodpricesincludesnackingfood(59%),newclothesandaccessories(59%),diningout(57%),beveragesathome(42%),travel/vacation(33%),payingforrecreationandentertainment(32%).

CUTTING TACTICS IF FOOD PRICES RISE

Q: IF FOOD PRICES RISE, PLEASE IDENTIFY THE TOP 5 AREAS WHERE YOU WOULD CHANGE YOUR SPENDING … - IRELAND RESULTS


BEVERAGES AT HOME

TRAVEL/VACATION

DINING OUT (RESTAURANTS, PUBS, ETC.)

SNACKING FOOD

NEW CLOTHES AND ACCESSORIES FOR SELF

RECREATION AND ENTERTAINMENT ( CONCERTS, MOVIES, SPORTS, ETC.)

COMMUNICATIONS SERVICES (MOBILE PHONE,LANDLINE, INTERNET, CABLE TV, ETC.)

HOME IMPROVEMENT AND DECORATING

MAIN MEAL FOOD AT HOME

SAVINGS/INVESTMENTS

COSMETICS AND TOILETRIES

ELECTRONICS/APPLIANCES

HOUSING (RENT, MORTGAGE, UTILITIES, ETC.)

ROUTINE TRANSPORTATION (CAR, GAS, COMMUTING, NON-VACATION, ETC.)

PAY DOWN DEBT

MEDICAL (DOCTOR/DENTIST VISITS, MEDICINES, VITAMINS)

NEW CLOTHES AND ACCESSORIES FOR CHILDREN

OTHER

EDUCATION

CHILD CARE

59%59%

57%42%

33%32%

28%25%

23%23%

22%21%

20%14%13%

10%

5%4%

2%

9%


CUTTING TACTICS IF FOOD PRICES RISE

VULNERABLE CATEGORIES DURING INFLATIONARY TIMESJustasIrishconsumersarenowshoppingaround,theywillalsomaketrade-offs.Formanufacturersandretailersalike,determiningwhichcategorieshavestayingpowerandwhichonesaremorevulnerableiscriticalastoughin-storedecisionsaremade.Whilebuyingmoreofanythingisachallengewhenwalletsaretight,therearecategoriesthatarelikelytobehardesthitwhenitcomestoreactingtorisingfoodprices,andothersthatshowresiliencetoinflation.

Categoriesmostvulnerableduringinflationarytimes,andtheonesthatatleasthalfofIrishrespondentssaytheywouldbuylessfrequentlywere;alcohol,conveniencefood,softdrinksandconfectionery.Threequarterssay,onmakingdecisionsaroundbuyingproductcategories,iffoodpricesincreased,theywouldbelikelytobuylesssweets&chocolate(73%),whiletwothirdsindicatedlesspurchasingoncrisps/snackfoods(67%),food-on-the-go(62%),andforalcoholandcarbonateddrinks,58%and57%respectively.

RESILIENT CATEGORIES DURING INFLATIONARY TIMESThemoreresilientcategoriesforIreland,wheremorethanhalfofrespondentshadnoplanstochangetheirshoppingroutine,wereforthestaplecategorieslike;dairyproducts(78%),freshfruit&veg(64%),meatandpoultry(67%),breadandbakerygoods(68%),packagedfoods(68%)andfishandseafood(58%).



Howeverinterestingly,12percentofrespondentsalsoindicatetheywouldbuymorefreshorfrozenfruitsandvegetablesiffoodpricesincreased.Pluscannedfruitsandvegetablesandpackagedfoods(egcoffee,pastaetc)werealsostock-upessentialsamong7percentand8percentofallrespondents,respectively.

CATEGORY DECISIONS

Q: IF FOOD PRICES INCREASE, WHAT CHANGES WILL YOU MAKE WHEN BUYING THE FOLLOWING PRODUCT CATEGORIES?

ALC

OH

OLI

C B

EVER

AGES

BOTT

LED

WAT

ER

BREA

D &

BAK

ERY

CAN

NED

FRU

ITS

& VE

G

CAR

BON

ATED

BEV

ERAG

ES

CO

NVE

NIE

NC

E/PR

EPAR

ED F

OO

DS

CRI

SPS

& O

THER

SN

ACK

FOO

DS

FISH

& S

EAFO

OD

FOO

D O

N TH

E G

O

FRES

H O

R FR

OZE

N F

RUIT

S &

VEG

MEA

T & P

OU

LTRY

ORG

ANIC

PRO

DU

CTS

PAC

KED

CER

EAL

PRO

DU

CTS

(B

REAK

FAST

CER

EALS

)

PAC

KAG

ED F

OO

DS

(CO

FFEE

, PAS

TA, E

TC.)

PREP

ARED

MEA

LS

SWEE

TS &

CH

OC

OLA

TE

DAI

RY (M

ILK,

CH

EESE

, YO

GH

URT

, ETC

.)

NOT APPLICABLE BUY LESS BUY SAME BUY MORE

9

55 73

1618

6865

28

6764

62

28

16

5878

22

675157

31

262119

58

2031

45

14

4868

16

2625

199

17

2519198

50

162226

22

258555123642427433


SO ARE GROCERY PRICES INCREASING IN IRELAND? Inlookingatthetopselling20categoriesinIreland(alcoholandtobaccoexcluded)inlatestNielsenretailsalesdata,itappearsoverthelong-termandshort-termthisisthecase;

Onthelatest12weeks,stapleslikebreakfastcereals,packagedbreadandmilkpricesareuphigherthantheoverallaverage(+6.5%,+3.9%and+5.0%respectively),whilepre-packedbaconandtakehomeice-creamaretheonlycategoriesintheTop20whichhavenotseentheaveragepriceincreaseoverthesetimeperiods.₂

LATEST 4 WEEKS PRICES UP



+1.9% +2.5% +2.5%WITH 15 OF THE 20

CATEGORIES RECORDING A PRICE INCREASE

WITH 16 OF THE 20 CATEGORIES RECORDING A

PRICE INCREASE

WITH 17 OF THE 20 CATEGORIES RECORDING

PRICE INCREASE

Source:NielsenScantrackdata,w/e8thSeptember2013

CATEGORY DECISIONS


LATEST 4 WKS LATEST 12 WKS LATEST 52 WKS

Source:NielsenIrelandScantrackdata,w/e8thSept2013

PRICE FLUCTUATIONS

BABYMILKS / MEALS AND RUSKS BISCUITS CRACKERS CRISPBREAD

BREAKFAST CEREALS CARBONATED DRINKS

CELLOPHANE BAGS COUNTLINES

CRISPS ENERGY DRINKS

FRUIT JUICES 500ML + MARGARINE

MILK MINERAL WATER

PACKAGED BREAD PREPACKED BACON

PREPACKED SAUSAGES PREPACKED SLICED MEAT

SNACKS TAKE HOME ICE CREAM

TOILET TISSUE YOGURT & YOGURT DRINKS

TOTAL TOP 20 CATEGORIES

8.7%

5.2%

3.9%

3.4%

7.4%

4.1%

4.3%

5.9%

3.4%4.3%

6.8%

6.8%6.3%

3.9%3.1%

5.0%1.8%

5.3%6.7%

3.1%6.2%

4.3%3.9%

6.5%7.7%

3.5%

11.2% 5.2%

2.7%

2.9%

5.5%

-8.4%-4.1%

5.5%2.9%

2.1%

3.7%

1.9%2.5%2.8%

1.4%

-2.3%

-5.1%-3.9%

4.3%5.2%

1.0%

0.1%

0.6%

0.6%

0.6%

0.1%0.4%

0.2%

0.0%-0.7%

-0.2%

-0.6%

-1.1%

-0.5%

-0.6%

8.3% 4.6%


RETAILERS POISED FOR SUCCESS – BEST BET RETAILERS Withfinancesunderpressureandlessdiscretionarymoneytospend,consumerscontinuallylookforwaystostretchtheirbudgetsandfindthebestvalueforthemoney.Retailerspoisedforsuccessduringinflationarytimesarethosewithcompetitivepricesoftendifficulttobeat.

ManyIrishrespondentsindicatetheywillcontinuetoshopatSupermarketsandPharmacy,with35percentindicatingtheywouldincreaseshoppingfrequencyatSupermarkets.However,ahigh47percentofIrishrespondentssaytheywouldshopmoreatDiscountstoresintimesofrisingprices.IrelandcurrentlyseesstrongandcontinuousadvertisingbythemainDiscounters,whichwillonlyhelpincreaseawarenessoftheseretailersandtheirkeenlypricedoffers.

IRELAND RANKS THIRD HIGHEST GLOBALLY INSAYING THEY WOULD SHOP MORE AT DISCOUNT STORES, ONLY BEHIND SINGAPORE (48%) AND SOUTH KOREA (47%).

Q: IF FOOD PRICES INCREASE WHAT CHANGES WILL YOU MAKE IN WHERE YOU PURCHASE FOOD PRODUCTS? – IRELAND RESULTS

STORE SWITCHING IF FOOD PRICES INCREASE

NOT APPLICABLE

SHOP LESS

SUPERMARKETS CONVENIENCESTORES

DISCOUNTSTORES

PHARMACY LOCALNEIGHBOURHOOD

STORES

SHOP SAME

SHOP MORE

35%

50%

29%

30%

60%33%

48%23%9%

55%

14% 10% 14% 12% 8%

47%

12%5%5%



Conversely,retailerformatsmostvulnerableduringinflationarytimesincludeconveniencestoresandspecialityretailers.55percentand48percentofallIrishrespondents,respectively,saytheywouldshopattheseretailerslessoften.Irelandresultsonthesescoresshowvulnerabilityversusalotofothercountries(versus40%and27%globalaverages).Channelswitchingfromconvenienceandlocalshopstolow-priceoutlets/supermarketsisevident,somessagingfortheseretailersthatfocusesontrust,differentiationandgoodvalueisimportant.

BRANDS VERSUS PRIVATE LABEL IN INFLATIONARY TIMESSomegoodnewsisthatthemajorityofIrishrespondentsreportbeingwillingtotrynewbrands.Whenasked‘thinkingaboutfoodbrandstobuyoverthenextyear’,56percentindicatetheywouldexperimentwithnewbrands.Notably,Irelandranks5thhighestgloballyonthisscore,behindBrazil(64%),Greece(61%),Philippines(60%)andSouthAfrica(57%).ThisindicatesopportunityfornewareasofgrowthandinnovativeNPDfrombrands.

INDICATE WILLINESS TO EXPERIMENT WITH NEW BRANDS

56%Q. THINKING ABOUT THE FOOD BRANDS YOU BUY OVER THE NEXT YEAR ‘I EXPECT TO‘… IRELAND

STRONG BRAND MESSAGES AND NPD IMPORTANT

63% LIKE WHEN MANUFACTURERS OFFER NEW PRODUCTS

60% WAIT UNTIL A NEW INNOVATION IS PROVEN

60% BUY NEW PRODUCTS FROM FAMILIAR BRANDS

59% LIKE TO TELL OTHERS ABOUT NEW PRODUCTS

CONSUMERS WILL RESPOND TO STRONG NPD ADVERTISING / PROMOTIONS


Source:NielsenGlobalConsumerConfidenceNewProducts-IrelandQ32012


SAYING THEY WOULD BUY MORE PRIVATE LABEL IF FOOD PRICES INCREASED, COMPARED WITH ONLY 11 PERCENT SAYING THEY WOULD BUY MORE NATIONAL BRANDS.

47%

Howeverontheflipside,asshoppersincreasinglylookforvalue,private-labelbrandshaveapotentialadvantageasshoppersbecomemorediscerningandlower-pricedalternativesproliferate.Inregionswhereprivatelabeliswellestablished,theNielsensurveyresultsshowedthepotentialpowerofprivatelabelbrandsduringinflationarytimes.

IndevelopedEuropeancountries,35percentwouldshopmoreforprivate-labelbrands,comparedwithonly8percentsayingthattheywouldbuymorenationalbrands.ForIrelandthatnumberwashigherat47percentsayingtheywouldbuymoreprivatelabeliffoodpricesincreased,comparedwithonly11percentsayingtheywouldbuymorenationalbrands.


Source: Nielsen Global Consumer Confidence Topic - Ireland Q1 2013

BRANDS VS. PRIVATE LABEL

Q: IF FOOD PRICES INCREASE, WHAT CHANGES WILL YOU MAKE IN THE TYPE OF FOOD PRODUCTS YOU PURCHASE? – IRELAND RESULTS

BRANDS PRIVATELABEL

NOT APPLICABLE SHOP LESS SHOP SAME SHOP MORE

TodayinIreland,private-labelproductsaccountforroughly22percentofFMCGsales(worth€2.3billion),accordingtoNielsen’slatestfigures₁.Conditionsremaingoodforprivatelabelgrowth,andprivate-labelbrandshavebeenshoutingloudwithstrongadvertising.Thepricemustberightandmarketingmustbeeffectiveforprivate-labelbrandstobesuccessful.Packagingimpactstrustandqualityperceptionsespeciallywhenprivatelabelsextendbeyondcommodityorlow-riskproductcategories.

SalesofprivatelabelinIrelandarereapingrewards,reportingyearonyeargrowthof+2%(value)latestyeartoJune2013,(versus-0.8%forBranded),accordingtolatestNielsendata₁.

5%46%39%11%

6%13%

35%47%


THE MAT VALUE SALES OF PRIVATE LABEL = €2.3 BILLION

THE RATE OF VALUE GROWTH OF PRIVATE LABELYEAR ON YEAR = +2%

THE VALUE SHARE PRIVATE LABEL CURRENTLY HAS IN TOTAL MARKET = 22%

Source: Nielsen Strategic Planner Data to June 2013

NIELSEN RESEARCH SHOWS THAT IRISH SHOPPERS SEE OWN BRAND AS BEING OF SIMILAR QUALITY AND A VIABLE ALTERNATIVE TO BRANDS. SWITCHING TO OWN BRAND IS ONE OF THE MAIN WAYS THAT CASH STRAPPED SHOPPERS IDENTIFY TO SAVE MONEY. IN RECENT YEARS CONSUMERS HAVE INCREASED THE NUMBER OF STORES THEY VISIT EACH WEEK, AND THERE ARE CLEAR INDICATIONS THAT THEY HAVE ADDED A DISCOUNTER STORE TO THEIR SHOPPING ROUTINE.

AS SHOPPERS HAVE BEEN FORCED TO FIND VALUE TO STRETCH THEIR BUDGET, THEY HAVE MOVED TO BUYING MORE AND MORE FROM LIDL AND ALDI OR BY SWITCHING INTO PRIVATE LABEL ALTERNATIVES. MANY IRISH SHOPPERS HAVE SWITCHED THEIR MAIN SHOP TO A DISCOUNTERS AND THEN TOP-UP IN THE MORE TRADITIONAL MULTIPLES, A REVERSE OF THE COMMONLY ACCEPTED NORM.

SHANE DALY, RETAILER SERVICES, NIELSEN IRELAND

BRANDED PRODUCTSWORTH €8.3 BILLION

BRANDED DECLINING AT -1.2% VALUE YEAR ON YEAR

BRANDED NOW PLAYING IN A 78% ARENA

PRIVATE LABEL IN NUMBERS


TACTICS TO DEPLOY AND MARKETING LEVERS TO PULLCertainstrategyresponsesfromconsumersresonatewithstrongconsistencyaroundtheworld,suchastheincreasedpropensitytopurchaseonlysale-priceditems(42percentforIreland).61percentofIrishrespondentsalsosaytheywouldstockuponregular-useitemswhentheywereonsale(comparedwith41percentglobalaverageand48percentEuropeaverage).Purchasinglargerpacksizeswasastrategyfavouredamong40percentofIrishrespondents(againtrendinghigherthaneitherglobalorEuropeanaverages(28%and29%respectively).

Notably,thespeedandefficiencyofonlinemethodsprovedtobetheplatformofchoiceforsavingmoneyamongtwo-fifths(41%)ofIrishrespondents,whileoveronequarter(28%)usesocialmediatofindspecials.Withtheriseinsmartphoneownershipandmobileusage,lookingfordealsonlineisonlylikelytoincreaseinthesearchformoney-savingdeals.

Withconsumerslookingforvalueonline,thisdoesmeanretailershavefeweropportunitiestointeract.Retailersneedtocaptureconsumersthroughvariousmediums,notjustin-store,asmayseethemlessoftenthantheyhavebefore.

Onthoseshoppingstrategieslikelytodecrease;67percentsaytheywillcutdownonamountspentpertripwhile57percentindicatetheywoulddecreasetripstothestore.

Whilethestrategicresponsetoconsumerbuyingbehaviormaybeconsistentacrossregions,market-by-markettacticalvariationsareessential.Knowinghowtoscalegoodsandservicesacrosstheworldcanbechallengingwhenconsumerdiversitymustfactorintothemarketingmix.Understandingbrandpositionwithinthecategorydemandlandscapeallowsforatailoredfoodinflationresponsethatwillprotectthemostprofitableshopperswithoptimumefficiency.

Q: IF FOOD PRICES INCREASE, WHAT CHANGES WILL YOU MAKE WITH THE FOLLOWING ACTIONS?

SHOPPER SAVING TACTICS IF PRICES RISE

WILL DECREASE SPEND PER TRIP

WILL DECREASE TRIPS TO THE SHOP

WILL PURCHASE ONLY SALE ITEMS

WILL LOOK FOR DEALS ONLINE

WILL PURCHASE LARGER PACKS

WILL USE SOCIAL MEDIA TO FIND DEALS

WILL SHOP MORE ONLINE

67%

57%

42%

41%

40%

28%

20%

RISING PRICES ARTICLE - IRELAND

ABOUT NIELSEN

NielsenHoldingsN.V.(NYSE:NLSN)isaglobalinformationand

measurementcompanywithleadingmarketpositionsinmarketing

andconsumerinformation,televisionandothermediameasurement,

onlineintelligenceandmobilemeasurement.Nielsenhasapresence

inapproximately100countries,withheadquartersinNewYork,USA

andDiemen,theNetherlands.

Formoreinformation,visitwww.nielsen.com.

Copyright©2013TheNielsenCompany.Allrightsreserved.Nielsen

andtheNielsenlogoaretrademarksorregisteredtrademarksof

CZT/ACNTrademarks,L.L.C.Otherproductandservicenamesare

trademarksorregisteredtrademarksoftheirrespectivecompanies.

13/7004

ABOUT THE GLOBAL SURVEY METHODOLOGY

Thefindingsinthissurveyarebasedonrespondentswithonline

accessacross58countries.Whileanonlinesurveymethodologyallows

fortremendousscaleandglobalreach,itprovidesaperspectiveonly

onthehabitsofexistingInternetusers,nottotalpopulations.In

developingmarketswhereonlinepenetrationhasnotreachedmajority

potential,audiencesmaybeyoungerandmoreaffluentthanthegeneral

populationofthatcountry.Additionally,surveyresponsesarebasedon

claimedbehavior,ratherthanactualmetereddata.

ABOUT THE NIELSEN GLOBAL SURVEY

TheNielsenGlobalSurveyofInflationImpactwasconducted

betweenFebruary18andMarch8,2013,andpolledmorethan29,000

consumersin58countriesthroughoutAsia-Pacific,Europe,Latin

America,theMiddleEast,AfricaandNorthAmerica.Thesamplehas

quotasbasedonageandsexforeachcountrybasedontheirInternet

users,andisweightedtoberepresentativeofInternetconsumers

andhasamaximummarginoferrorof±0.6%.ThisNielsensurveyis

basedonthebehaviorofrespondentswithonlineaccessonly.Internet

penetrationratesvarybycountry.Nielsenusesaminimumreporting

standardof60percentInternetpenetrationor10Monlinepopulation

forsurveyinclusion.TheNielsenGlobalSurvey,whichincludesthe

GlobalConsumerConfidenceSurvey,wasestablishedin2005.

the middle class: state of mind or share of … · the middle class: state of mind or share of ......

Documents