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A Unique Multi Channel Solution Focused on Understanding Evolving Consumer Behaviours and Attitudes

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A Unique Multi Channel Solution Focused on Understanding Evolving Consumer Behaviours and Attitudes CHANNEL PULSE A UNIQUE MULTI CHANNEL SOLUTION FOCUSED ON UNDERSTANDING EVOLVING CONSUMER BEHAVIOURS AND ATTITUDES © William Reed Business Media Ltd 2020. All rights reserved © William Reed Business Media Ltd 2020. All rights reserved METHODOLOGY The Channel Pulse methodology is built up from three sections, comprised of online feedback with a nationally representative sample of 1000 participants every week 1) Meal Share: Consumption in the last 24 hours % Consumption Needs? & Share of Meals Purchase Location Retailer/Operator Location Motivations 2) Channel Detail: Channel penetration in the last 7 days % Channel ? Retailer/Operator Visit Frequency Purchases Mission Penetration 3) Topical Content And Subject Deep Dives © William Reed Business Media Ltd 2020. All rights reserved PEAK CORONAVIRUS – QUARANTINE CONTENTS 1. Methodology 2. Key messages 3. Channel Pulse: Overview By day part: share of meals consumed, top channels used, top needs 4. Predicted Channel Swing 5. Channel Insights Convenience, Supermarkets, Discounters, Online Retail, Foodservice Delivery Overview, visit frequency, loyalty, missions, purchases, demographics, top retailers/operators … .visited © William Reed Business Media Ltd 2020. All rights reserved PEAK CORONAVIRUS – QUARANTINE OUR CORONAVIRUS LABELLING PRE CORONAVIRUS – PRE CORONAVIRUS – UNCERTAINTY refers to the February 2020 period and before. At this time little had UNCERTAINTY happened in the UK and Europe regarding the outbreak. Eyes were on events in China, with little understanding of what the impact on the rest of the world would be. PEAK CORONAVIRUS – PEAK CORONAVIRUS – QUARANTINE refers to the March-April period, the height of the pandemic for the QUARANTINE majority of Europe and other parts of the world. Government intervention led to widespread home working, school closures and reduced transport. Public encouraged to avoid non essential travel and implement social distancing. POST CORONAVIRUS – POST CORONAVIRUS – RECOVERY represents the time period following quarantine. This is predicted to be RECOVERY anywhere from 8-16 weeks away from March 2020. ADJUSTED NORMALITY ADJUSTED NORMALITY will follow the initial recovery period from the worst stint of the pandemic. What this looks like is uncertain, the competitive landscape of the F&B market from a Foodservice and Grocery retail perspective may be different. It is not unrealistic to expect some consumer behaviours e.g. grocery delivery, to carry on into the future. © William Reed Business Media Ltd 2020. All rights reserved PEAK CORONAVIRUS – QUARANTINE KEY MESSAGES Adapting to New Routines Needs: Price vs Quality Rise of the Recipe Box Breakfast, lunch and snack occasions gain The impact of coronavirus continues to squeeze Consumers expect to be ordering food delivery/ share this week. Choice as a need at lunch has incomes and consumers put price in the top 3 takeaway less in the week ahead. Recipe box grown by 5ppts as consumers seek inspiration needs at all meal occasions. However brand Gousto has moved into the top 5 meal to come up with different lunch options. In consumers are also seeking quality which has delivery operators for the first time. As terms of needs at dinner, quality has increased increased as a need across all meal occasions, consumers have more time on their hands and by 4ppt. Now four weeks into lockdown most strongly by 4ppts for dinner and snack. seek more variety in their meals they may be routines, many consumers will be looking for Consumers want good prices but are not more willing to try recipe boxes instead. affordable ways to spice up meal times. prepared to sacrifice quality as a result. © William Reed Business Media Ltd 2020. All rights reserved PEAK CORONAVIRUS – QUARANTINE DATA COLLECTED CHANNEL PULSE: OVERVIEW 13TH APRIL – 19TH APRIL BREAKFAST LUNCH DINNER SNACK 26.3% 25.8% 30.8% 17.1% % SHARE OF LW MEALS CONSUMED TW 26.8% 26.0% 29.8% 17.4% LW TW LW TW LW TW LW TW OTHER 7.2% 7.3% 12.5% 10.0% 9.9% 7.1% 8.7% 8.0% OOH DELIVERED 2.3% 2.2% 2.7% 3.9% 7.5% 9.1% 2.2% GROCERY 13.8% 15.8% 5.1% 14.0% 13.5% 13.2% DELIVERED 13.1% 12.9% 13.3% TOP CHANNELS FOR THIS DAY PART 76.8% 74.7% 72.1% 75.1% 76.6% IN STORE IN 70.5% GROCERY 69.3% 69.6% © William Reed Business Media Ltd 2020. All rights reserved NB: “Other” includes eating out of home at approx. 2% across all day parts PEAK CORONAVIRUS – QUARANTINE DATA COLLECTED CHANNEL PULSE: OVERVIEW 13TH APRIL – 19TH APRIL BREAKFAST LUNCH DINNER SNACK 26.3% 25.8% 30.8% 17.1% % SHARE OF LW MEALS 17.4% CONSUMED TW 26.8% 26.0% 29.8% TOP 1 Familiarity (46%) Familiarity (51%) Familiarity (49%) Prices (44%) IN NEEDS HOME 2 FOR THIS Prices (37%) Prices (42%) Prices (41%) Familiarity (42%) DAY PART 3 Quality (29%) Quality (33%) Quality (40%) Wide choice (34%) Prices CHANGING 1 Quality (+2pp) Proximity (+5pp) Quality (+4pp) IN (+5pp) NEEDS FOR HOME 2 THIS DAY Confidence (+2pp) Choice (+5pp) Confidence (+2pp) Quality (+4pp) PART Sold Out / Shut (- 3 Prices (-2pp) Sold Out / Shut (-1pp) Prices (+1pp) 1pp) NB: Sold Out/Shut = “My usual place was sold out or closed” © William Reed Business Media Ltd 2020. All rights reserved Confidence = “I knew they would have what I want” Familiarity = “It’s where I always go” PEAK CORONAVIRUS – QUARANTINE DATA COLLECTED CHANNEL PULSE: CRYSTAL BALL 13TH APRIL – 19TH APRIL Predicted Consumer Swing • For the fourth consecutive week in a row, shoppers Do you think you will visit the following channels more, less, or the same in the next say they expect to increase usage of supermarkets, week? ( Index calculation = More + Same, - Less) convenience stores and online retailers (in that order) in the coming week. Convenience Stores 31% • Predicted growth for instore supermarkets Supermarkets 39% continues to outpace online supermarket growth, Online supermarkets 20% with the latter seeing just a 1ppt increase in Food delivery/takeaway predicted consumer swing compared to last week. -2% Discounters 2% • Having seen an uptick last week, foodservice Restaurants delivery/takeaway is expected to see modestly C decreased usage in the next week. The biggest Pubs L barrier to usage is expense (25%). Given how treat- Bars O led this mission is and a potential squeeze on S Nightclubs household incomes as a result of coronavirus, this E could be deterring consumers from using takeaway Cafés and coffee shops D services. Hotels © William Reed Business Media Ltd 2020. All rights reserved CHANNEL DEFINITIONS RETAIL/ GROCERY SUPERMARKETS DISCOUNTERS CONVENIENCE MEAL DELIVERY ONLINE Asda Aldi Best One Abel & Cole Sainsburys.co.uk Farmfoods LIDL Budgens Deliveroo Tesco.com Iceland Co-op Graze Asda.com Morrison’s Costcutter Gusto Waitrose.com Sainsbury’s Day Today Hello Fresh Ocado.com Tesco Lifestyle Express Just Eat Amazon Fresh / Pantry Waitrose Little Waitrose Quiqup Morrisons.com Wholefoods Loco Uber Eats Iceland.co.uk Londis Hungry House M&S Simply Food Mace Martins McColl’s Nisa One Stop Premier Sainsbury’s Local Scotmid Simply Fresh SPAR Tesco Express Today’s © William Reed Business Media Ltd 2020. All rights reserved BESPOKE ANALYSIS CAPABILITES Using our wealth of data, channel expertise and advance analysis tools our consultants can produce tailored outputs, exclusively for you, in order to quickly react and answer your critical key business questions. We will be able to contextualise these trends through our existing out of home and retail trackers providing a historical perspective. EXAMPLE QUESTIONS WE CAN ANSWER Adaptable to be applicable for whether you’re a supplier, retailer or operator Who are your opportunity consumers and how can you connect with them? How does your offer need to change by day-part and season? Which channels are missed opportunities and how can you break into them? How can you maximise foodservice & retail for your category? How can you drive incremental visits, increased spend and loyalty’ What is your category penetration and how can you grow your category? DELIVERABLE OPTIONS Data tables Dashboards Reports Presentations & workshops © William Reed Business Media Ltd 2020. All rights reserved PLEASE GET IN TOUCH FOR MORE DETAIL CHANNEL Holly Franklin PULSE e. [email protected] © William Reed Business Media Ltd 2020. All rights reserved © William Reed Business Media Ltd 2020. All rights reserved.
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