'

#millennialtalk

Понравилась презентация – покажи это...





Слайд 0

Marketing to the me generation Carman Allison VP Consumer Insights - Canada #millennialtalk


Слайд 1

The Challenge for growth


Слайд 2

Cpg STILL SPUTTERING FOR growth IN north America United States Nielsen: MarketTrack - Total Tracked Sale 52 wks ending March 8, 2014 Canada Dollars Nielsen: ScanTrack - Total Tracked Sale 52 wks ending March 25, 2014 Units Dollars Units


Слайд 3

2014 is starting off slow Source: Nielsen MarketTrack, National All Channels – 52weeks to March 8, 2014 - Total Tracked Sales excluding Fresh Random Weight Slow growth, driven only by inflation


Слайд 4

Trends impacting growth Economy still fragile Cautious Consumer Cyclical Changes Value Motivators Retail, Redefined Connected Consumer Evolving Consumer Structural Changes


Слайд 5

Video


Слайд 6

Millennials are… Redefining how we communicate First generation to grow up with the internet Most familiar with technology than previous generations Entering the work force Consumers of the future


Слайд 7

Common Generational Definitions While there are many generalizations, there is no “official” definition <20 ‘Gen Z’ 23% 19-37 ‘Gen Y’ 26% 38-47 ‘Gen X’ 7% 48-67 ‘Boomers’ 28% 68+ ‘GI’ 16% Source: Statistics Canada – Census 2011 7.9 9.1 2.4 9.6 5.5 Millions


Слайд 8

Currently millennials are under represented in purchasing power Millennials’ Importance 26% Source: Source Nielsen Homescan – 52 weeks to March 29, 2014 14% 12% % of Population 9.1 M % Household Heads 2.0 M % of CPG $’s 11.7 B


Слайд 9

42% of Millennials between 20-29 years old still live at home “ ” Source: Statistics Canada – Census 2011


Слайд 10

Millennials spend 18% less Spend Per Household Source: Nielsen Homescan 52 weeks to March 29, 2014 – HH <35 years


Слайд 11

Eating occasions Millennials Boomers 68% Only 68% of Millennial meal occasions occur in the home 38% of Millennials vs. 32% of Boomers are more likely to prefer immediate prep time Source: Nielsen Consumption Diary, Time Period: Q2 2013 -Q1 2014 IN HOME IN HOME


Слайд 12

Generation why?


Слайд 13

How about 24 Billion reasons? 2024 $24.3 Billion 23% of CPG Source: Nielsen Homescan 52 weeks to March 29, 2014 – HH <35 years – Based on older generation spend


Слайд 14

Source: Statistics Canada M: Millions Millennials will surpass boomers by 2020


Слайд 15

The CPG growth engine will switch gears By 2020… Source: Nielsen Homescan 52 weeks to March 29, 2014 – HH <35 years – Based on older generation spend MILLENNIALS BOOMERS +$12.6 B +207% -$4.3 B -9%


Слайд 16

Aging in and aging out Nielsen Homescan – Dollar Consumption Index – 52 wks to December 28, 2013 – Consumer Facts CPG Departments As consumers age, they change their consumption of key CPG departments + + - - - - - - - -


Слайд 17

Which CPG departments are most commonly found in a millennials’ shopping basket? Nielsen Homescan – Dollar Consumption Index – 52 wks to December 28, 2013 – Consumer Facts CPG Departments Relative Index (82 for total)


Слайд 18


Слайд 19

Source: Nielsen Spectra, March 2014 - < 35 years old Post Secondary Educated Single Rent their residence


Слайд 20

Millennials: Find us in cities 79% Source: Stats Canada 2011 Census , Nielsen Spectra, March 2014 <35 years old % who live in a CMA (Census Metropolitan Area) Top Cities: Population Index (100=26%) Vancouver 136 St. Johns NF 123 Calgary 120 Montreal 118 Regina 115 Toronto 112 Saint John NB 110 Halifax 109 Ottawa 109 Winnipeg 109


Слайд 21

Millennials are more diverse Source: Statistics Canada For visible minorities… Canada: 40.1 vs 7 out of 10 Visible Minorities are first generation Canadian…


Слайд 22

Source: Nielsen Global Online Consumer Confidence Surveys, Q3 2013 - Canada – Nielsen 2013 Gas Impact Survey 12% don’t own a car (vs 8% population) 7% own a hybrid/electric (vs 8% population) Another 10% planning to buy


Слайд 23

Younger generations are plagued with higher levels of unemployment Source: Statistics Canada, December 2013 Source: Nielsen Global Online Consumer Confidence Surveys, Q1 2014 - Canada Unemployment Rates Canada: 7% However 64% feel positive about their personal finances (vs 52% CA) 60% Report excellent or good job prospects (vs 68% CA) 10% have no spare cash (vs 20% CA)


Слайд 24

Source: Statistics Canada > $100K Not as cash strapped as you would think 12% 18%


Слайд 25

Source: Nielsen Global Online Consumer Confidence Surveys, Q1 2014 - Canada Millennials are more confident than older generations Consumer Confidence Index by age group


Слайд 26

Despite being optimistic, I still demand value and authenticity. “ ”


Слайд 27

Source: Nielsen Global Online Consumer Confidence Surveys, Q4 2013 - Canada Nielsen, PanelViews, Economic Impact, survey 2013 Nielsen, PanelViews, Consumer Opinions survey, 2013 The loyalty challenge Buy more private label (index: 125) Shop at stores with lower prices (index: 114) Price, first thing to look at when purchasing (index: 120) Easily persuaded to buy a different brand (index: 122)


Слайд 28

MILLENNIALS SPEND Almost 4 out of every 10 cpg Dollars in Discount retailers Source: Nielsen Homescan 52 weeks to March 29, 2014 – Total Tracked upc’s Discount Dollar Loyalty 30% CHANNEL $ LOYALTY Grocery 46% 43% Drug 4% 6% Mass 16% 12% W-Club 9% 11% M T


Слайд 29

The millennial #grocerytrip Nielsen, PanelViews, Social Media, survey 2013 Over 50% check reviews & coupons online 57% know the stores that offer the best price 49% will buy more for loyalty points 73% prefer a “one stop shop” experience 51% say trips are “quick trips” 41% would use their phone to pay 73% say price is the first thing to look at when purchasing 60% would prefer loyalty card on their phone, not plastic


Слайд 30

Millennials support social causes Source: Nielsen Global Online Consumer Confidence Surveys, Q1 2013 - Canada


Слайд 31

I want to watch what I want, when I want… and for free. “ ”


Слайд 32

Media Usage Media habits differ between generations Source: Nielsen Spectra, PMB , January 2014 Boomers Millennial TV Internet Magazines Newspaper Radio LIGHT HEAVY MEDIUM


Слайд 33

Source: Nielsen Borealis; TV Data Source: BBM Canada Millennials Boomers Over the past 3 years, MILLENNIALS ARE WATCHING LESS traditional television 2012 2013 2014 22hr 48min 33hr 36min 22hr 29min 33hr 47min 20hr 52min 33hr 59min 4.9 hrs/day 3.0 hrs/day


Слайд 34

Top 10 TV series among millennials in 2013 Source: Nielsen Borealis; TV Data Source: BBM Canada – TV Series Excluding specials Amazing Race Canada 1 Big Bang Theory 3 Masterchef 58 Stanley Cup Finals 5 Sochi 2014 6 La Voix 2 Agents of S.H.I.E.L.D 53 Under the Dome 4 Amazing Race 9 Grey’s Anatomy 22 Boomers FEMALES: 7 of 10 are reality shows MALES: 2 of 10 are reality shows


Слайд 35

Millennials are cutting the cord % with no cable or TV subscription Source: Nielsen Spectra, 2014 Mar


Слайд 36

Less cable but more online media 46% News Websites 34% Watch TV online 26% Newspapers Online 22% Radio Online Boomers 23% 5% 14% 7% Source: December 2013 Nielsen PanelViews Social Media Survey Millennials


Слайд 37

We can post, tweet and text all about it, right now, 24/7, globally, anytime, anywhere. “ ”


Слайд 38

Power at their fingertips % Total Ownership 12% expected to buy in next year 63% potential ownership Source: Nielsen PanelViews, Social Media Survey, 2013 7% expected to buy in next year 86% potential ownership! % Millennials Ownership


Слайд 39

65% have purchased or are willing to purchase via virtual store 70% have purchased from an online store E-commerce M-commerce Nielsen, PanelViews, Social Media, survey 2013 Leading to online sales


Слайд 40

What are Millennials buying online? and willing to buy online? Source: Canadian PanelViews Social Media Survey Oct 2013 Currently Buying Online 27% Toys 22% Health & Beauty 21% Cosmetics 15% Paper Products 12% Baby Products 11% Household Products 11% Confectionery 9% Pet Products 8% Non Perishable Food 7% OTC Drugs 7% Beverages 6% Perishable Food 5% Fresh Produce


Слайд 41

What are Millennials buying online and willing to buy online? Source: Canadian PanelViews Social Media Survey Oct 2013 Currently Buying Online Willing to Buy Online 27% Toys 22% Health & Beauty 21% Cosmetics 15% Paper Products 12% Baby Products 11% Household Products 11% Confectionery 9% Pet Products 8% Non Perishable Food 7% OTC Drugs 7% Beverages 6% Perishable Food 5% Fresh Produce 69% Paper Products 67% Household Products 60% Toys 58% Heath & Beauty 51% Pet Products 51% Confectionery 50% Cosmetics 50% OTC Drugs 49% Non Perishable Food 47% Beverages 43% Baby Products 27% Perishable Food 25% Fresh Produce


Слайд 42

MAKING THE MOST OF THE $24B OPPORTUNITY Activate plans through superior sales execution Engage them through effective and efficient marketing Identify your best customers Develop products and content to meet their needs Source: Forbes


Слайд 43

AND ACT! Find us in cities (or still living with Mom & Dad) Respect our authenticity, creativity and diversity Support our causes; brands that are a good “friend” Give us a deal, but don’t scrimp on quality Reach us via social media and mobile; e-commerce Relate to us—make it relevant, personal, useful


Слайд 44

Consumer Shopping Behaviour Q4 2011 Stay Connected to Consumer and Media Trends Visit us online at nielsen.com Download Nielsen’s TopTen App


×

HTML:





Ссылка: