US Growth Reporter
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GROWTH REPORTER Q3 2017 Europe Market Dynamics Copyright © 2017 The Nielsen Company. Confidential and proprietary. INTRODUCTION . Compares overall market dynamics (value and unit growth) in the Fast Moving Consumer Goods sector across Europe. Is based on the sales tracking Nielsen performs in every European market. Covers sales in grocery, hypermarket, supermarket, discount and convenience channels . Is based on the widest possible basket of product categories that are continuously tracked by Nielsen in each of these countries and channels . Reports on the 3rd Quarter of 2017 . Week 27, 2017 till week 39, 2017 The Nielsen Company. The Nielsen Company. Confidentialand proprietary. © 2017 © Copyright 2 ECONOMIC RECOVERY IN EUROPE DRIVES CPG SALES Context . The major economies in Europe continue to grow faster than in 2016 due to stronger consumer demand, rising but still low levels of inflation and improving levels of employment. This is reflected in a nominal sales for the Nielsen Europe Growth Reporter increasing by +2.8% in Q3 compared to +1.1% a year ago. However most of this growth is due to inflationary (unit value) growth and volume growth is more muted at +0.3%. The Spanish, Swedish and French economies remain star performers, and as in Q2, there is a continuation of the sales recovery in Southern Europe and lower (but sustainable) growth in Northern Europe. Trend . The ECB (European Central Bank) expects the current +2.2% GDP growth for the Eurozone to continue for the rest of the year - the fastest growth in 10 years. This suggests that CPG growths will remain close to, or possibly higher, than current levels in Q4. Whilst the Eurozone is experiencing a strong cyclical recovery which is helping CPG sales, the growth in UK GDP has stalled and The Nielsen Company. The Nielsen Company. Confidentialand proprietary. consumers have been hit this year by a rise in inflation stemming from the depreciation in sterling. This is now beginning to impact sales volumes in the UK. © 2017 © Copyright 3 REGIONAL SUMMARY – EUROPE Fast Moving Consumer Goods market dynamics Volume change Unit value change Nominal Value Growth 3,6% 3,7% 3,1% 3,0% 2,8% 2,0% 2,4% 1,7% 2,4% 1,6% 2,1% 2,0% 1,7% 1,3% 1,8% 1,8% 1,5% 1,4% 1,7% 1,3% 2,5% 1,9% 0,7% 1,1% 0,9% 1,7% 0,9% 1,5% 0,8% 1,5% 1,3% 0,8% 0,8% 1,7% 1,1% 0,7% 0,8% 0,9% 0,5% 0,7% 0,2% 0,3% 0,3% 0,8% 0,1% 0,3% -0,7% 0,3% The Nielsen Company. The Nielsen Company. Confidentialand proprietary. 2015 2016 MAT TY Q3 14 Q4 14 Q1 15 Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17 Q3 17 © 2017 © Europe - Austria, Belgium , Czech Rep., Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Slovakia, Spain, Sweden, Switzerland, Turkey, UK. Copyright 4 Q3 2017 GROWTH RATES PER COUNTRY (VERSUS Q3 2016) Fast Moving Consumer Goods market dynamics Volume growth Unit value Nominal Value Growth 14,9% 10,0% 5,0% 5,2% 5,3% 4,2% 4,5% 3,8% 5,8% 3,4% 6,1% 3,0% 3,1% 1,7% 0,6% 5,2% 4,9% 2,0% 2,0% 4,2% 3,3% 1,6% 1,9% 1,3% 2,4% 2,6% 1,7% 1,0% 3,0%1,2% 1,2% 1,7% 1,2% 0,6% 1,3% 1,1%0,1% 3,5% 2,8% 2,8% -0,4% 0,4% 2,1% 2,1% 2,4% 0,2% 2,5% -1,6% -0,3% -0,4% 0,1% -0,1%0,7% -0,8% -1,2% -0,2% -0,4% 1,2% -0,6% -1,9% -2,2% -0,8% -0,9% The Nielsen Company. The Nielsen Company. Confidentialand proprietary. © 2017 © Copyright 5 Q3 2017 GROWTH RATES PER COUNTRY (VERSUS Q3 2016) Nominal Growth Finland Norway Russia Sweden Estonia Latvia Denmark Lithuania Belarus Ireland Nether- Great Britain lands Poland Germany Ukraine Belgium Czech Republic Slovakia Moldova France Austria Hungary Switzer- Romania land Slovenia Croatia Bosnia- Serbia Herze- Bulgaria Turkey govina Monte- Italy Mace- Portugal negro Spain donia Albania Greece The Nielsen Company. The Nielsen Company. Confidentialand proprietary. © 2017 © Growth Rate above Europe Average Growth Rate between “Zero” and Europe Average Copyright Growth Rate below “Zero” 6 Q3 2017 GROWTH RATES PER COUNTRY (VERSUS Q3 2016) Unit Value Growth Finland Norway Russia Sweden Estonia Latvia Denmark Lithuania Ireland Belarus Nether- Great Britain lands Poland Germany Ukraine Belgium Czech Republic Slovakia Moldova France Austria Hungary Switzer- Romania land Slovenia Croatia Bosnia- Serbia Herze- Bulgaria Turkey govina Monte- Italy negro Mace- Portugal donia Spain Albania Greece The Nielsen Company. The Nielsen Company. Confidentialand proprietary. © 2017 © Growth Rate above Europe Average Growth Rate between “Zero” and Europe Average Copyright Growth Rate below “Zero” 7 Q3 2017 GROWTH RATES PER COUNTRY (VERSUS Q3 2016) Volume Growth Finland Norway Russia Sweden Estonia Latvia Denmark Lithuania Ireland Belarus Nether- Great Britain lands Germany Poland Ukraine Belgium Czech Republic Slovakia Moldova France Austria Hungary Switzer- Romania land Slovenia Croatia Bosnia- Herze- Serbia Bulgaria Turkey govina Monte- Italy negro Mace- Portugal donia Spain Albania Greece The Nielsen Company. The Nielsen Company. Confidentialand proprietary. © 2017 © Growth Rate above Europe Average Growth Rate between “Zero” and Europe Average Copyright Growth Rate below “Zero” 8 MAJOR COUNTRIES The Nielsen Company. The Nielsen Company. Confidentialand proprietary. © 2017 © Copyright 9 FRANCE Highlights Context . After several years the French market remains impacted by the price war (deflation on national brands, mainly) and promotional focus, enabling shoppers to find very good deals and savings. But more and more their is a demand from consumers for more qualitative products, searching for local produced items, organic products, innovations... all of this explaining the growth in value. Small brands are gaining shares while Private Label are suffering and multinational brands relying on promotions and innovations to keep their shares. Dynamic channels like “Click & Drive” and “Convenience” keep growing Trend . Nominal sales are recovering their growth (+1.0%), with volumes declining this quarter but still a positive Premiumization benefiting to the market. The Nielsen Company. The Nielsen Company. Confidentialand proprietary. © 2017 © Copyright 10 FRANCE Fast Moving Consumer Goods market dynamics Volume change Unit value change Nominal growth 3,2% 2,2% 1,9% 1,6% 1,7% 0,2% 1,5% 1,4% 3,3% 1,0% 1,1% 1,0% 1,7% 1,0% 1,1% 1,0% 0,9% 0,8% 1,3%0,6% 0,6% 0,3% 0,7% 0,8% 0,0% 0,8% 0,7% 0,8% 0,5% 0,9% 1,3% 1,0% 0,6% 0,4% 0,6% 0,1% 0,2%0,3% 0,4% -0,1% -0,3% 0,0% -0,7% 0,4% -0,2% 0,0% -0,8% -0,8% The Nielsen Company. The Nielsen Company. Confidentialand proprietary. 2015 2016 MAT TY Q3 14 Q4 14 Q1 15 Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17 Q3 17 © 2017 © Click & Drive channel included from 2013 data (2014 trends) and Convenience Stores included from 2014 data (2015 trends); Copyright 11 GERMANY Highlights Context . The German economy continues to develop positively. The economic growth in the previous quarters amounted to +2.0% and +2.1%, respectively. For 2017 the economic growth prognosis was raised to +2.0%. For 2018 the prognosis amounts to +2.2.%. This positive growth is mainly driven by the consumption of private households which is influenced by a decreasing rate of unemployment, increased wages and a low savings ratio. Also affecting the growth are rising investments and the booming construction sector as well as the positive international business. Trend . After a moderate first half year with a growth rate of only +0.5%, the FMCG industry is able to grow by +1.6% in Q3. This growth is value and not volume driven (+2.8% value increase vs. -1.2% volume decrease). Regarding the channels discounters show the highest growth rate with 2.6%, followed by drugstores with 2.1%. Due to price increases of dairy products, categories like butter and milk are growing in value sales. But also trend segments like beard The Nielsen Company. The Nielsen Company. Confidentialand proprietary. care (+84.0% vs. 2016) and face masks (+40.0% vs. 2016) show high growth rates. © 2017 © Copyright 12 GERMANY Fast Moving Consumer Goods market dynamics Volume change Unit value change Nominal growth 2,8% 2,5% 2,3% 2,1% 0,4% 1,6% 1,3% 1,3% 2,4% 1,5% 1,4% 1,5% 2,8% 2,8% 1,1% 1,7% 0,8% 2,3% 1,2%0,4% 0,9% 1,7% -0,2% 1,2% 1,1% 1,2%0,3% 1,0%0,2% 0,4% 0,3% 1,5%0,3% 0,8% 0,9% -1,2% -0,9% -0,2% -0,3% -0,6% -0,3% -0,8% -0,8% -1,2% 0,0% -1,5% -1,5% -4,3% The Nielsen Company. The Nielsen Company. Confidentialand proprietary. 2015 2016 MAT TY Q3 14 Q4 14 Q1 15 Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17 Q3 17 © 2017 © Copyright 13 ITALY Highlights Context . Third quarter's growth is steady (thanks to positive sales figures), boosted by one of the hottest and driest summer of the past decades.