US Growth Reporter
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GROWTH REPORTER 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 1st Quarter of 2017 . Week 01, 2017 till week 13, 2017 The Nielsen Company. The Nielsen Company. Confidentialand proprietary. © 2017 © Copyright 2 ECONOMIC GROWTH IS IMPROVING AND SALES OF CONSUMER GOOD REMAIN STABLE Context . Economic Growth (GDP) in Europe in Q1 increased to +1.9% (source: Eurostat 28 countries ) which is an improvement on both Q4 and Q1 2016. The improving economic picture is expected to continue even allowing for the political uncertainty with elections still to come in the largest economies of UK, France, Germany and Italy. Trend . With Q1 distorted by a later Easter, Nominal growths were +0.2% and Volume Growth -0.7%. However Unit Value Growth remained stable at +0.9% indicating that there is little `inflationary` pressure in Consumer Packaged Goods in the first 3 months of 2017. The `big 5` Western European countries continue to have the lowest growth and the best momentum is still in Eastern Europe, Portugal and Spain. The Nielsen Company. The Nielsen Company. Confidentialand proprietary. © 2017 © Copyright 3 DRIVERS OF UNIT VALUE GROWTH . Price Increases: typically when there is an upward pressure on the cost of goods (e.g commodity prices, global harvests, regional weather, price of crude oil, currency depreciation). Less Promotions: 23% of sales are sold on promotion in Europe *. There is still an upwards direction for branded promotions in a number of countries e.g France, Spain, Portugal, Netherlands. Channel Switch: to move expensive retailers or formats. In Europe however, most sales momentum continues to the lower priced Discounter channels. Trading Up: to more expensive brands or to premium private label. Private label value share also continues to grow in Italy. Trading Down: to more smaller and more expensive packs. Products can also be `re engineered` with less volume (content) but sold at the same price (called `shrinkflation) to avoid shelf price increases . This is a Q1 trend in the UK following currency depreciation in 2016. The Nielsen Company. The Nielsen Company. Confidentialand proprietary. © 2017 © Copyright * Strategic Planner 9 countries, FY 2016 4 REGIONAL SUMMARY – EUROPE Fast Moving Consumer Goods market dynamics Volume change Unit value change Nominal Value Growth 3,8% 3,6% 3,1% 3,0% 1,7% 2,6% 2,4% 2,2% 2,4% 2,0% 1,6% 2,1% 1,7% 1,8% 1,3% 1,7% 1,8% 1,7% 1,5% 1,3% 1,3% 2,3% 1,6% 1,1% 0,9% 1,7% 1,5% 0,7% 0,8% 0,9% 1,1% 1,0% 1,9% 1,3% 0,8% 0,7% 0,8% 0,8% 0,7% 0,7% 0,2% 0,4% 0,3% 0,8% 0,1% 0,3% -0,6% -0,7% The Nielsen Company. The Nielsen Company. Confidentialand proprietary. 2014 2015 2016 Q1 14 Q2 14 Q3 14 Q4 14 Q1 15 Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 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 5 Q1 2017 GROWTH RATES PER COUNTRY (VERSUS Q1 2016) Fast Moving Consumer Goods market dynamics Volume growth Unit value Nominal Value Growth 11,6% 5,7% 1,0% 3,9% 3,4% 1,2% 2,8% 4,4% 5,9% 2,2% 2,3% 1,7% 1,3% 1,6% 0,0% 2,7% 2,1%1,2% 1,2% -3,2%0,9% 2,8% -0,8% 0,7% 0,5% 0,8% 0,1% 0,0% 1,7%-0,2% 0,0% 2,2%0,1% 0,2% 2,9% 2,2% -0,3%0,9% 1,9%-0,4% 0,9% -0,5% -0,9% 0,5% 0,3% -1,6% -1,2% -0,8% -1,9% -0,9% -2,1% -2,4% --4,3%1,5% -1,5% -2,3% -4,5% -6,7% -1,0% -1,6% -6,0% --0,6%7,3% The Nielsen Company. The Nielsen Company. Confidentialand proprietary. © 2017 © Copyright 6 Q1 2017 GROWTH RATES PER COUNTRY (VERSUS Q1 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” 7 Q1 2017 GROWTH RATES PER COUNTRY (VERSUS Q1 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” 8 Q1 2017 GROWTH RATES PER COUNTRY (VERSUS Q1 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” 9 MAJOR COUNTRIES The Nielsen Company. The Nielsen Company. Confidentialand proprietary. © 2017 © Copyright 10 FRANCE Highlights Context . On this 1st quarter, all FMCG departments sales are declining - with the exception of weather-sensitive categories & departments like beverages and ice-creams, due to heat and sunny weather this quarter. After several years the French market remains impacted by the price war (deflation on national brands) and promotional focus, enabling shoppers to find very good deals and savings. At the same time, consumers confirm their taste for innovations and quality products - making a kind of good balance between cheap, value offers on one hand, and premium items on the other one. Dynamic channels like ecommerce and convenience keep growing while hypermarkets and supermarkets are suffering. Trend . Calendar effect of Easter lowering the trend in Q1, as Easter happened in Q1 in 2016, but took place in Q2 in 2017. Nominal sales are negative for the first time for years now (-0.8%), with volumes remaining stable this quarter and thus not compensating the drop in value change. The Nielsen Company. The Nielsen Company. Confidentialand proprietary. 2016 had in France the less dynamic trend for years, which is now turning to a decrease in sales in 2017. © 2017 © Copyright 11 FRANCE Fast Moving Consumer Goods market dynamics Volume change Unit value change Nominal growth 2,2% 2,2% 0,2% 1,9% 1,7% 1,6% 0,2% 1,5% 1,3% 1,4% 0,2% 1,0% 1,0% 1,1% 2,0% 0,9% 1,1% 1,7% 0,3% 0,8% 0,7% 1,3%0,6% 0,6% 0,4% 0,8% 0,5% 1,1% 0,8% 0,0%0,6% 0,8% 0,2% 0,6% 0,4% 0,7% 0,9% 0,3% 0,4% 0,1% -0,2% 0,0% -0,7% -0,8% -0,8% The Nielsen Company. The Nielsen Company. Confidentialand proprietary. 2014 2015 2016 Q2 14 Q3 14 Q4 14 Q1 15 Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 © 2017 © Click & Drive channel included from 2013 data (2014 trends) and Convenience Stores included from 2014 data (2015 trends); Copyright 12 GERMANY Highlights Context . The German economy continues to develop positively. Q4 2016 ends with an economic growth of +1,7%. In 2016 the year-round growth is 1.9%. This positive growth is mainly affected by the positive job expectations and the positive prospects of the international economic cycle. Apart from this, the expansive monetary policies of the EZB is pushing the economic growth. In 2017 the upturn is likely to continue. Four working days less lead to a weakened increase in GDP to an estimated growth of + 1.4%. Without this special effect, experts estimate, the German economy will expand at almost the same rate as in 2016. Trend . The FMCG market can not quite take the positive momentum of 2016 at the beginning of 2017 and is decreasing by -1.7% versus Q1 2016 . Although there was a sharp price increase again, the volume sold remained below the previous year's level (-3,1 % versus Q1 2016). In particular the weaker sales development of the hypermarkets over 2.500 m2 and the supermarkets up to 1.000 m2 curb the market – also in the hypermarkets the promotion pressure has been decreased. The Nielsen Company. The Nielsen Company. Confidentialand proprietary. © 2017 © An average price increase of 16 % makes fats and oils one of the strongest growth category (+ 8,9% versus Q1 2016). Copyright 13 GERMANY Fast Moving Consumer Goods market dynamics Volume change Unit value change Nominal growth 3,5% 2,8% 1,5% 2,5% 2,1% 0,4% 1,4% 1,5% 1,3% 1,3% 1,5% 1,5% 2,0% 2,4% 2,8% 1,6% 1,7% 0,8% 1,5% 0,8% 0,4% 0,4% 1,7% 0,9% -0,1% 1,2% 1,0%0,2% 0,9% 1,2% 0,3% 0,3% -0,8% 1,1% -1,1%0,3% -0,8% -0,2% -0,2% -0,3% -0,6% -1,2% -1,5% --4,3%1,5% The Nielsen Company.