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BUNURILOR DE LARG
CONSUM DIN
ROMANIA IN 2017
Progresiv Interactiv
20 septembrie 2017
I N D I C ATO R I M A C R O E C O N O M I C I
I N C R E D E R E A C O N S U M ATO R U LU I
C U M PA R ATO R U L R O M A N
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
E VO LU T I A P I E T E I B U N U R I LO R D E
LARG CONSUM
2
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
INDICATORI
MACROECONOMICI
3
IMPORTANTA LANTURILOR LOCALE IN
COMERTUL ORGANIZAT
Letonia: 64,5%
Estonia: 74,9%
Ucraina: 93,5%
Slovenia: 19,6%
*
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Sursa: Date Nielsen RMS, www.mfinante.ro *Evaluare realizata in baza cifrei de afaceri pentru primele 30 de lanturi retail care comercializeaza bunuri alimentare in Romania.
4
UCRAINA POPULATIA ROMANIEI* SI A
TARILOR VECINE
ROMANIA
BELARUS
CROATIA
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
BOSNIA
LITUANIA
HERTEGOVINA
LETONIA
SLOVENIA
ESTONIA
42,8 19,4 9,5 7,1 7,1 4,2 3,9 3,0 2,1 2,0 1,3
5
Sursa: INSSE; EUROSTAT; Nielsen Growth Reporter
CRESTERE ECONOMICA VIZIBILA
PIB in
GDP inBmld
RONRON Inflatia
Inflation
1200 8,0%
7,1%
Crestere
GDP Growthanuala
YoY PIB Salariulaverage
Monthly mediusalary
lunar 14,9%
6,4% 7,0%
1000 13,0%
5,4% 6,0%
800 4,7% 4,9%
4,4% 5,0%
3,7% 8,3%
600 4,0%
4,9%
3,0% 4,9% 5,2%
400 778 807 4,8%
710 745
595 637 668 2,0%
5,8%
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
200
1,0% 4,0% 1,1%
3,3%
0 0,0%
2012 2013 2014 2015 2016 2017 2018 -0,06%
-0,6%
-1,5%
2011 2012 2013 2014 2015 2016 H1 2017
Sursa: Romania Government Report 2016, Romania Government News Agency 2016, Eurostat, INSSE 6
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
INCREDEREA
CONSUMATORULUI
7
CONSUMATORII DIN TOATA LUMEA
• Studiu: “CONSUMER CONFIDENCE INDEX”:
EUROPA
AMERICA DE NORD 85
117
ORIENTUL APROPIAT ASIA PACIFIC
88 114
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
AMERICA LATINA
85
ROMANIA 101
GLOBAL 104
Sursa: Nielsen CCI, Q2 2017 8
CRESTERE ECONOMICA DIN MAI MULTE
PERSPECTIVE
ROMAN
CUMPARATORUL
11
PROFILUL CUMPARATORULUI DIN
MAGAZINELE ALIMENTARE TRADITIONALE
In general:
Persoane din gospodarii
Femei (60%) cu diferite tipuri de venit,
dar preponderent venituri
medii (2000 – 3000 RON)
Sursa: Nielsen Shopper Trends , ian-feb 2017, n=357 (cei care au cumparat in ultimele 4 saptamani din magazine alimentare traditionale), zona urbana 12
PERFORMANTA MAGAZINULUI IN ATRAGEREA DE
CUMPARATORI
MAGAZINE ALIMENTARE TRADITIONALE
Doar 10% dintre respondenti sunt cumparatori frecventi* in magazine alimentare traditionale,
respectiv doar 3% dintre respondenti ar recomanda mai departe magazinele de acest tip.
CONSUM
EVOLUTIA PIETEI
BUNURILOR DE LARG
14
IMPORTANTA CANALELOR IN TOTAL
ROMANIA
HYPERMARKET
2,4% SUPERMARKET
DISCOUNTERI
COMERTUL TRADITIONAL
RETAILERI SPECIALIZATI
28,6%
40,2%
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
17,9%
10,9%
Cota de piata in
valoare % YTD: Food Dec/Jan-Jun/Jul
Sursa: Date Nielsen RMS Drug Jan/Feb -May/Jun 15
PIATA BUNURILOR DE LARG CONSUM
IN COMERTUL TRADITIONAL
TOTAL COMERT TRADITIONAL
Categorii Non-Alimentare:
1,1 mld RON +0,1% valoare
12,5 mld
RON Bauturi Alcoolice:
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Categorii Alimentare:
6,5 mld RON +4,0% valoare
BERE* BERE*
SUCURI/NECTARURI
CARNE PROASPATA VRAC
NEACIDULATE
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
ULEI BISCUITI
SUCURI/NECTARURI
VIN DE MASA
NEACIDULATE
Salamul conduce
categoria
+3,2% crestere Mezeluri Vrac +5,1% crestere 2017
2017 vs 2016 pentru vs 2016
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
+0,9% crestere
2017 vs 2016 - 3.0% scadere
2017 vs 2016
Cola cea mai
apreciata aroma PET-ul conduce
dintre Sucurile categoria Bere
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Acidulate
Timisoreana 2,5L
Coca Cola 2,5L Ciucas 2,5L
Fanta Orange 2,5L
INGHETATA
(MICA)
+4,1%
SUCURI
ICE TEA
ACIDULATE
+6,2% +0,9%
APA
MINERALA
+5,1%
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
BERE*
-3,0%
SAMPON SAMPON
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
+6,0% crestere
2017 vs 2016
PROTECTIE
SOLARA
+1,8%
MENTINERE
PREZERVATIVE
BRONZ
-11,2%
-4,0%
INSECTICIDE
(AEROSOL)
-8,2%
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
JUCARII - SPORT
+74.1%
-0,2% -3,7%
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
19,8% 24,8%
Procentul Procentul
promotiilor vandute Evolutia fata de promotiilor vandute Evolutia fata de
in medie pentru YTD anul trecut in medie pentru YTD anul trecut
categoriile categoriile non -
alimentare alimentare
PROFILUL
CELE MAI
CONSUMATORU
ACHIZITIONATE INCREDEREA
COMERTUL LUI DIN IN COMERTUL
CATEGORTII IN CONSUMATORU
TRADITIONAL COMERTUL TRADITIONAL
COMERTUL LUI
TRADITIONAL
TRADITIONAL
URBAN
• 4 0 , 2 % e s t e p o n d e r e a c o m e r t u l u i t r a d i t i o n a l i n To t a l
Romania.
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Cristiana Pambuccian
Senior Account Executive
Retailers Services
Cristiana.Pambuccian@nielsen.com
Tel: +4(0)735 875 233
• http://www.pngall.com/water-bottle-png;
• https://www.sonicdrivein.com/menu/153-ultimate-drink-stop-r;
• http://pngimg.com/imgs/food/beer/;
• http://josephmichaels.net/great-shampoo-debate/;
• http://www.freeiconspng.com/img/28841;
• http://pngimg.com/download/18315;
• https://www.indiamart.com/proddetail/laundry-detergent-powder-
4550039255.html?src=Renq;
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