The Ethnic-Australian Consumer Report, May 2017

CULTURALLY DIVERSE AND EXPANDING THEIR FOOTPRINT THE ETHNIC-AUSTRALIAN CONSUMER REPORT, MAY 2017

KEY TAKEOUTS ...... 5

SHOPPER BEHAVIOUR ...... 6

WHERE AND HOW TO FIND ETHNIC AUSTRALIANS ...... 13

CASE STUDY: A LOOK AT FOODSERVICE ...... 16

CLOSING THOUGHTS ...... 18

Rahim Ladha SUMMARY Director, Retail The profile of the average Australian consumer is rapidly changing. Industry Group In order for brands and retailers to meet the needs and wants of Australia’s shifting population, they must understand this increasingly important and diverse ethnic-Australian consumer.

In the next five years, ethnic-Australians’ spend will grow at a faster rate than their Australian-born counterparts, accounting for over $4.4 billion in incremental revenue. This will result in the ethnic-Australian shopper contributing a total of $18.7 billion (or 28%) of the total FMCG retail channel. “ETHNIC AUSTRALIANS ARE CREATING NEW OPPORTUNITIES IN FOOD RETAILING.”

To add to complexities, the profile – or origin – of the ethnic-Australian consumer is also altering - dramatically. Historically, ethnic diversity in Australia has been centred on European demographics. Today, the biggest and fastest growing Australian demographic born outside of Australia, are Asian consumers. Asian-born Australians now represent more than 10% of the overall population – their footprint has more than doubled in 20 years and shows no signs of slowing. In fact Asian- born consumers will account for 57% of the incremental growth that ethnic- Australians will drive.

With this in mind, when thinking about the culturally diverse mix of the Australian population, it should no longer be focused solely on European cultures. Asian-born consumers are growing in importance and engaging with them requires a change in mindset that very few Australian manufacturers have embraced to date.

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. 3 For example, Asians’ food preferences are very different – they want more fresh produce, more seafood and healthier food options.

Some brands and retailers are already working to capitalise on this shift, but there is still a sizeable gap and opportunity to be addressed: Asian-Australians spend less at traditional supermarkets, yet 75% of them say they would shop more at mainstream supermarkets if there was a greater international selection.

Many Australian companies have strategies that look at capturing Chinese consumers’ spend in China. The more robust strategy, however, would be to also win over the Chinese-born consumer in Australia.

One of the other implications of an increasing ethnic population is the effect it has on the local population. There is no doubt we will see Australians as a whole become more multicultural, buying more international foods and flavours.

This report looks at the ethnic-Australian shopper and their unparalleled influence on the marketplace. It also highlights key areas and opportunities that will better cater to the needs of this important group of consumers.

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. 4 KEY TAKE OUTS • 28% of Australians were born overseas. Since 2006, net overseas migration has accounted for more than 50% of Australia’s SOME FIRST STEPS population growth, helping to fuel Australia’s economy. TO CONSIDER • Out of the Organisation for Economic Co-operation and Development (OECD) nations, only Luxemburg (43.7%), Switzerland • More variations in store (28.3%) and New Zealand (28.2%) have a greater share of migrant product ranges to better populations. reflect ethnic-Australians, preferences. • Europe and Asia are the largest continents of origin for Australia, both accounting for around 10% of the population. Asia overtook • Increased nutritional Europe in 2015. information on packaging to respond to Asian- • In the next five years, ethnic-Australians’ spend will grow at a faster Australians’ eagerness for rate than their Australian-born counterparts, accounting for over this information. $4.4 billion in incremental revenue. This will result in the ethnic- Australian shopper contributing a total of $18.7 billion (or 28%) of • More Asian focused the total FMCG retail channel. promotional events outside of Christmas around • Grocery spend for ethnic-Australians is growing at a rate 1.8 times Chinese New Year/Singles faster than all Australians; while Asian-born Australians’ spend is Day, etc. growing 4.7 times faster than average. • Consider executing child • Asian-Australians devote almost a third (32%) of their total grocery friendly events on a Sunday spend to fresh food - and they have a particularly strong skew where a greater percentage toward seafood and herbs. of Asian-Australians are likely to be in the store. • 42% of Asian-born shoppers say that they choose their retailer based on the availability of international products. This compares to 23% for Australians and 31% for those born in Europe.

• 44% of Asian-born shoppers say they are willing to pay more for brands that understand international needs.

• 86% of Asian-born Australians still say it’s important to do all their grocery shopping in one store/supermarket.

• Asian-born Australians are highly price sensitive and they are the most likely to compare prices online before purchasing.

• Asian-born Australians spend the most on grocery shopping on Saturday and Sunday, compared to Australian-born shoppers who spend more on Thursday and Saturday.

• Asian-Australians are 15% more likely to read product labels.

• 31% of Asian-Australians claim children influence their food purchase decisions, this is almost double that of Australian-born consumers.

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. 5 SHOPPER BEHAVIOUR Grocery spend for ethnic-Australians is growing at a rate 1.8 times faster than all Australians; while Asian-born Australians’ spend is growing 4.7 times faster than average. Ethnic-Australians’ increased propensity to spend makes them an attractive demographic for manufacturers and retailers to pursue.

So what are ethnic-Australians buying?

Nielsen Homescan data reveals that Asian shoppers are more likely to purchase health and beauty products as well as fresh produce; and less likely to buy pet food. Asian-Australians devote almost a third (32%) of their total grocery spend to fresh food - with categories like seafood and herbs having the strongest over index in occasions. This increase in spend is driven by Asian-Australians making five times more shopping trips for fresh produce each year, making this category a great opportunity to reach this shopper. They also spend over 30% more on baby products, skin care and cosmetics/perfumes.

European-born shoppers display habits that more closely resemble that of Australian-born consumers. European-born shoppers do, however, over-index in convenience categories such as chilled soups and yoghurt and dairy desserts. Those born in the U.K. are more likely to buy pet food compared to Australian shoppers.

ASIAN-AUSTRALIAN IMPORTANCE TO CATEGORIES

153 120 112 94 94 90 79 75

Asian-born consumers’ index to 26 Australian-born consumers

Australian-born 8.2% 26.2% 18.7% 5.9% 6.2% 5% 13.2% 6.2% 4.4% Household consumers’ % & Beauty Health Fresh Grocery Dry Food Frozen Confectionery Food Chilled Beverge Supplies Pet share of wallet/ spend

Top Fruit and Vegetable Categories Top Fruit and Vegetable Categories Asians Like and Dislike ($AWOP) Europeans Like and Dislike ($AWOP)

Index to Australian- Index to Australian- Category Category born consumers born consumers

Herbs 227x Cucumbers 139x

Beetroot 233x Tropical Fruit 132x

Mangoes 169x Pears 127x Like Melons 150x Beans 126x

Tropical Fruits 150x Stone Fruit 126x

Citrus 134x Lettuce 123x

Prepared Vegetables 47x Pumpkin 87x

Potatoes 53x Sweet Corn 90x

Pumpkin 68x Mangoes 93x Dislike Cauliflower 72x Sweet Potatoes 95x

Carrots 75x

Lettuce 77x

Source: Nielsen Homescan

When you cater to these tastes correctly, there is evidence that opportunities will follow. In Southeast Asia, three-in-four consumers say local brands are most attuned to their personal needs and tastes. In this market, local branded food and beverages are being rewarded with double-digit growth.

Asian-Australians spend less of their overall spend in the mainstream supermarkets chains, with the exception of Coles. These consumers score Coles higher in ‘providing good service’, ‘lower prices’, ‘better 75% displays’, and ‘offering a wide range of fresh meat and fish’. Given Asian-Australians place a higher importance on deals and fresh, these OF ASIAN-BORN SHOPPERS attributes are helping Coles to better convert these shoppers. WOULD PURCHASE MORE AT A

In a recent Nielsen survey, Asian-born Australians expressed their MAJOR SUPERMARKET CHAIN IF dissatisfaction in the availability of international products found in IT INCREASED ITS INTERNATIONAL traditional grocery retailers today. PRODUCT RANGER

• 42% of Asian-born shoppers say that they choose their retailer based on the availability of international products. This compares to 23% for Australians and 31% for those born in Europe.

• 75% of Asian-born shoppers say they would shop more at mainstream supermarkets if they increased their range of 44% international products. This is two times more likely than an ASIAN-BORN SHOPPERS WOULD Australian-born shopper. PAY MORE FOR BRANDS THAT • 44% of Asian-born shoppers say they are willing to pay more for UNDERSTOOD INTERNATIONAL NEEDS brands that understand international needs.

• Despite current behaviour, 86% of Asian-born Australians say it’s important to do all their grocery shopping in one store/supermarket. This sentiment aligns with that of Australian-born shoppers.

Asian-born Australians choose to shop more at chemists and specialty stores - including green grocers, driven by their penchant for health and beauty products and fresh produce. In contrast, those born in Europe are more likely to shop at ALDI.

Copyright © 2017 The Nielsen Company, LLC. Confidential and proprietary. 8 ENGAGING WITH THE ASIAN-BORN SHOPPER Catalogues and deals matter ASIAN-BORN • Almost half (48%) say retailer catalogues and brochures influence their purchasing decisions AUSTRALIANS ARE • Asian-born Australians are highly price sensitive and they are the MORE LIKELY TO most likely to compare prices online before purchasing

• Almost half (47%) of their total grocery spend is allocated to BE INFLUENCED BY promoted products THEIR CHILDREN Persuaded by children’s pester power

• 31% say children influence their food purchases

• 29% agree they spend more when their children are with them during their shopping trip

Weekend trolley shoppers

• Asian-born Australians spend the most on grocery shopping on Saturday and Sunday, compared to Australian-born shoppers who spend more on Thursday and Saturday

• More than half (52%) of Asian-born Australians shopping missions are a main shop compared to 39% for Australian-born

• The higher importance of main shops highlight two key opportunities from a retailer perspective. Firstly, Asian-focused inserts could be added within existing catalogues. And secondly, retailers could consider providing child-friendly weekend events in stores. Brands, of course, would be part of this same opportunity.

Contrary to the current trends we are seeing in China, Asian-born Australians, with the exception of purchases in health and beauty, are shopping less online. One big driver of this could be the level of promotions we see online in Australia.

In China, 64% of online sales are sold on promotion - 50% more than traditional hypermarkets and supermarkets. While in Australia, 40.6% of online sales are sold on promotion, which is slightly less than total supermarkets. In addition, given Asian-born Australians are more likely to read labels, the lack of product information online may be limiting the the online shopping opportunity for this demographic group. ATTITUDES

Attitudes around health, meal preparation, and ingredients appear to be driving key differences in shopping behaviour. When it comes to food, Asian-born Australians are very social and health conscious. They will read product labels and avoid unhealthy food and use meals as a way to bring family together.

Australian-born and European-born consumers are more likely to prepare their meal around a budget and stick to the meals they know.

Australian-born European-born Asian-born

Feel that meal preparation brings Prepare meals within budget Environmentally conscious households together

Stick to the meals they know Try to avoid fattening food Don’t have time to cook how to cook and MSG

More likely to buy wholegrain Look out for new brands Snack often during the day and high fibre at the supermarkets

Will switch brands for food Willing to pay extra for well prodcuts due to promotions known brands

Keep up with the technology Always read product labels

Often use the Internet to help More inclined to purchase plan shopping Source: Sate considiestem aur, tam. constatem inatiam, tasdam temuratra healthy ingredients

Compare prices online before More influenced by comments/ purchasing reviews posted online

Source: Nielsen Consumer & Media View (CMV)

Both European and Asian-born consumers claim to avoid unhealthy food at a higher rate than that of Australian-born consumers. However, it’s interesting to note what is considered to be healthy 47.6% as it varies across the groups. Asians are more likely to buy organic items and products that reduce cholesterol, fat, and the incidence of OF ASIAN-BORN HOUSEHOLDS diabetes. Europeans, on the other hand, will avoid processed food SEE MEALS AS A WAY TO BRING and restrict how much fatty food they consume. It’s also important to FAMILY TOGETHER note that meal preparation is a social opportunity for the Asian-born consumer: 47.6% of these households see meals as a way to bring the family together, making this group a great target for brands that rely on the ‘cook from scratch’ shopper.

Informed and savvy consumers are demanding more from the foods they eat. Asian and European consumers prioritise healthy ingredients.

48 55 51 45 51 46 34 20 19 % of Respondents

Try to buy Preservatives in food Restrict how much organic food concern me fatty food I eat 59 58 46 55 49 51 28 13 13

Try to avoid Diet is mainly Try to avoid processed food vegetarian unhealthy food

42 46 39 28 33 30 31 25 27

Concerned about my Concerned about Low fat diet is a cholesterol diabetes way of life Asian-born Asian-born Asian-born Australian-born European-born Australian-born European-born Australian-born European-born

Source: Nielsen Consumer & Media View (CMV)

Copyright © 2017 The Nielsen Company, LLC. Confidential and proprietary. 12 WHERE AND HOW TO FIND ETHNIC- AUSTRALIANS Ethnic-Australians tend to flock to urban centres and capital cities to be closer to public transport, quality schools for their children, as well as closer to any family they may have in Australia.

Sydney and Perth have the highest proportion of migrants accounting for 35-40% of Australians, followed by Melbourne. Brisbane, Adelaide, Darwin and Canberra all have over 25% of the population as ethnic- Australian.

Nielsen’s Spectra service can help retailers and manufacturers target shoppers right down to postcode level. For example, consumers shopper behaviour and retail performance can be viewed and analysed in the highly multicultural suburbs of Canterbury, Fairfield, Strathfield, Burwood, Ashfield, Hurstville, Kogarah and Bankstown.

% OF ETHNIC-AUSTRALIANS BY SUBURB

70,000 60,000 50,000 40,000 30,000 20,000 10,000

% 39.3 35.2 31.4 30.8 28.3 26.8 26.8 22.9 21.0 19.8 18.9 18.9 18.3 17.7 15.7 14.4 14.3 13.7 12.4 7.8 7.5 7.5 7.2 5.6 5.5 5.1 4.7 4.6 4.4 3.0 2.1 NSW NSW NSW NSW NSW VIC NSW VIC NSW VIC VIC VIC SA NSW NSW VIC VIC NSW NSW VIC WA WA NSW WA VIC VIC VIC NSW WA SA WA Charles Sturt Salisbury Monash Brimbank Whittlesea - Wallan Melbourne City Dandenong Tullamarine - Broadmeadows Whitehorse - West Banyule Wyndham Glen Eira Casey - South Stirling Cockburn Perth City Canning Wanneroo Canterbury Fairfield Strathfield - Burwood Ashfield Hurstville Kogarah - Rockdale Bankstown Merrylands - Guildford Parramatta Ryde - Hunters Hill Liverpool Chatswood - Lane Cove Blacktown Eastern Suburbs - South

Source: Nielsen Spectra Total Ethnic Population % of Total Population

Copyright © 2017 The Nielsen Company, LLC. Confidential and proprietary. 13 By understanding the ethnic makeup of a store trade area and the types of products that resonate with this ethnicity, traditional retailers and THE ASIAN SHOPPER manufacturers have the opportunity to cater their assortment to these shoppers. OPPORTUNITY

Adjusting the assortment of a retailer’s range can occur in There are a handful of major several ways including: supermarket brands with Asian packaging that are today • Greater emphasis on categories that are important commonly found in Asian to these ethnic groups grocers in Australia.

• Expanded international foods aisle Many Australian companies • Bigger focus on specific events such as are also focusing on winning Chinese New Year over the Chinese consumer in China; however, the more • Special Buys robust strategy may well be to focus on the Chinese in For example, in an area with a higher concentration of Asian-born Australia. Not only does this consumers, a retailer may want to reduce the range of pet food, but offer opportunities locally, it expand their offer in fresh food as well as health and beauty to resonate also allows manufacturers to more with these consumers. understand what products in Brands can also improve the ways in which they engage their range currently resonate with ethnic consumers including: with the Asian consumer.

• Advertising in local multi-language newspapers Reaching the ethnic shopper and radio stations to remind them of your brand can also be aligned with their • Making brand website and communication unique behaviours in media available in multiple languages consumption. • Align with ethnic-Australians’ unique behaviours in media consumption. For example, European-born Australians can be better reached during Channel Seven News or TalkBack Radio; while Asian-born consumers may be better reached via Reader’s Digest or Facebook; and Australian-born shoppers can be targeted through Fox Sports.

• Providing scents and flavours that resonate with the local ethnicity

• Importing international products and packaging

• Making products available in specialty ethnic grocers

AUSTRALIAN-BORN EUROPEAN-BORN ASIAN-BORN

KEEP UP WITH PASSIVE TECH-SAVVY, SOCIALLY TECHNOLOGY SHOPPERS ENERGISED

PC/Desktop Mobile phone Know what they want Laptop TV Pay on a needs basis Mobile phone Movies PC/Desktop Internet Music TV Pay/subscribe Sport Ads on direct mail Ads on Pay TV/Internet Ads on radio

TOP CHOICE TOP CHOICE TOP CHOICE

Channel Nine News, Channel Seven News, Channel Nine News, Channel Seven Today Tonight, Channel Seven Today Tonight, Channel Seven Today Tonight, Fox Sports 501, Fox 8 UKTV, BBC First Lifestyle Food, National Geographic

Better Homes & Gardens, Better Homes & Gardens, Better Homes & Gardens, Women’s Weekly Women’s Weekly Reader’s Digest

Facebook, Instagram, LinkedIn, Instagram, Twitter, Snapchat Herald Sun (M-F) Twitter, Pinterest, Snapchat

Classical/easy listening/talk back/ Herald Sun (M-F) The Australian (M-F) information

Greatest hits and sports Rock music/comedy genre on the radio on the radio

Source: Nielsen Consumer & Media View (CMV)

Copyright © 2017 The Nielsen Company, LLC. Confidential and proprietary. 15 CASE STUDY: A LOOK AT FOODSERVICE The foodservice and restaurant industry is a great example of how ethnic trends are affecting Australian consumers as a whole.

According to NPD Group’s CREST® research, in 2016, Australian consumers spent nearly $6 billion in ethnic restaurants annually. This has grown steadily over the past five years at 13.5%; and today these establishments account for 13% of total foodservice restaurant sales. Consumers are also willing to spend more in ethnic restaurants compared to classic fast food outlets and fast casual outlets. These restaurants are particularly popular among millennials and higher income households - especially for Asian restaurants. Chinese is the most popular ethnic cuisine accounting for 29% of the total spend on ethnic restaurants.

Looking at foodservice trends is important because it highlights three key insights:

1) It showcases how Australia’s increasing ethnicity is having a wider influence on what and how all Australians eat. We can also look at the U.S. to confirm this trend. U.S. trends show that much of the FMCG growth is now being driven by U.S. born citizens buying more international foods.

2) It provides insight into the rise of third party delivery aggregator. With the global expansion of UberEats, Deliveroo, MenuLog and others to Australia, we are seeing more consumers eat their Asian restaurant meals at home. In 2016, eating Asian restaurant meals at home accounted for 44% of the growth recorded by Asian restaurants in the foodservice and restaurants industry.

3) In a recent Nielsen survey, just over 54% of Asian-born Australians claim to eat out at least once a week, compared to 26% for Australian- born.

The increased convenience of ordering multicultural meals at home, coupled with increased consumption of international foods, fueled further by ethnic-Australians’ eating out behaviour, will undoubtedly put additional pressure on Australian food manufacturers and retailers who in the past owned the in-home meal. By catering to the needs of ethnic consumer groups in store, manufacturers and retailers will be better enabled to minimise the disruption of the in-home meal.

19 14 29 37 38 50 25 26 30 31 26 48 42 27 30 24 19 15 11 10 4 7 9 2

Australian- Total Ethnic- Asian Chinese Indian/ European Born -Australian Sri Lankan

Never Less than 1 to 3 times Once or twice 3 to 6 times Once a day once a month a month a week a week or more

Source: Nielsen Online Survey 2017 Q36: How often do you dine out or eat at restaurants

Copyright © 2017 The Nielsen Company, LLC. Confidential and proprietary. 17 CLOSING THOUGHTS There exists a great opportunity for Australian manufacturers and retailers to better engage with ethnic-Australian shoppers through brands and products that better cater to their needs and wants. This group of shoppers is expected to increase in importance driven by continued strong growth in spending and increased immigration. In the next five years, ethnic-Australians’ spend will grow by $4.4 billion and will represent 28% of the total retail FMCG channel.

And, flavours and cuisines will continue to blend and evolve as the population shifts. However, just as pizza, pad thai, sushi and tacos have become ubiquitous parts of Australian food culture, the traditions, attitudes and shopping behaviours of multicultural consumers are influencing mainstream consumers and expanding the market opportunity. The multicultural selling proposition for marketers and advertisers benefits all Australian consumers seeking unique flavours and products. THE Meeting the needs of Asian-Australians will be key in uncovering the MULTICULTURAL growth opportunity that exists, and marketers looking to connect with them will need to re-examine short and long-term strategies and SELLING consider messaging that appeals to this segment of the population. It will not be easy, as marketers are not used to targeting this consumer PROPOSITION profile today, but along with this report, Nielsen is here to help you navigate through the rapidly evolving ethnic market. BENEFITS ALL

If you would like more information on the findings contained in this AUSTRALIAN report, or have an ethnic consumer research need, please contact your Nielsen representative or email [email protected] CONSUMERS

Nielsen Homescan helps you to understanding how household shopping behaviour affects your store and brands’ sales. It enables you to fine-tune your marketing decisions and ultimately yield the greatest return.

The Nielsen Homescan shopper panel is robust, trusted, credible and one of the biggest shopper panels per capita in the world. It monitors shopper behaviour across a panel of 10,000 households, which is projected to represent the Australian population and retailing landscape.

Shopper data is collected via handheld scanners that transmit data directly to us. This data can be used to identify key shopper behaviour across key grocery outlets. Our point-of-sale technology for our retail measurement services captures sales and price data from virtually every major retail chain. ABOUT NIELSEN CONSUMER & MEDIA VIEW (CMV)

Nielsen Consumer & Media View is a rolling panel survey of more than 20,000 Australians aged 14+. It captures their lifestyles, behaviours, passions and attitudes towards almost every aspect of their life. It’s great for creating segmentations and profiles of the everyday Australian consumer.

We also include media consumption behaviours and can fuse in official TV viewing ratings, Radio listening ratings and Digital media ratings to get a rounded view of how brands can best target and reach their most valuable consumers.

The survey is conducted 100% online (self-complete), with sample then weighted using ABS estimates to produce statistically reliable results for the total Australian 14+ population. ABOUT SPECTRA

Spectra is the world leader in enabling clients to identify their most strategic consumer targets for tactical marketing execution and retail channel development.

Spectra integrates Consumer Trade Areas (CTAs), Homescan, Consumer & Media View (CMV) and ABS data to evaluate the shoppers in every store, providing a unique store profile or ‘fingerprint’ that indicates the store’s potential customers and sales as well as how best to reach them.

The NPD Group is the source for essential market information for the food and beverage and foodservice industries. We apply superior analytics skills to our proprietary database - CREST® - to contribute insights that help our clients make informed decisions to grow their businesses.

CREST®, an acronym for Consumer Reports on Eating Share Trends, monitors yesterday’s consumer purchase of commerially-prepared meals and snacks through online surveys. CREST® trends address the commerical restaurant industry, but also include purchases of ready- to-eat foods and bevergaes from other retails establishments like convenience stores and supermarkets.

The following Nielsen team members were instrumental in building this report: Vivi Wang, Rashida Yousuf, Sharon Chan, Alex Turner, Dylan Rapsey, Cindy Panzera and Justin Sargent.

We would also like to thank Ciara Clancy & Leo Tan from the NPD group for their contribution to the report.

Statistics relating to the current population size of the ethnic Australian as well as the ethnicity by suburb is based on data from Australia Bureau of Statistics 2011 Census.

ABOUT NIELSEN

Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.