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Market View Q1 2016
1.
Market View Year 2015,
January – March 2016 IRI Greece, Insights May 2016
2.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 2 Value Sales Trend: Super/Hyper Markets FMCG Metrics Super/Hyper Markets (including Key Retailers, smaller Retailers and Sklavenitis real data) Channels Greece Mainland Crete Areas YR 2015 vs YR 2014 January-March 2016 vs January-March 2015 Periods Table of contents
3.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 3 Stores with large selling spaces (over 2500 sqm) and even broader range of products Hypermarket Self-service retail stores with a central check-out area and at least 2 cash registers, offering a large variety of groceries as well as consumer durables and goods Supermarket Self-service retail stores carrying mainly groceries in limited range with emphasis on own label products and low prices Discounters Channels definitions
4.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 4 Greece economy RETAIL TURNOVER INDEX (w.o AUTOMOTIVE FUEL) INFLATION RATE TREND UNEMPLOYMENT - 4 .9 % - 7 .1 % - 5 .3 % - 1 .8 % - 0 .2 % - 6 .4 % 2010 2011 2012 2013 2014 2015 GDP 4.7% 3.3% -0.9% -1.3% -1.7% 1.5% 2010 2011 2012 2013 2014 2015 1 4 .8 % 2 1 .0 % 2 7 .5 % 2 6 .5 % 2 5 .0 % 2 6 .9 % 2010 2011 2012 2013 2014 2015 -1.2% -7.2% -8.6% -1.0% -1.0% -11.3% 2010 2011 2012 2013 2014 Jan/Oct '15 vs. Jan/Oct '14 Source: ELSTAT Feb 2016 (latest available period/provisional data)
5.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 5 HM/SM VALUE SALES TREND YR 2013 YR 2014 YR 2015 YR 2013 YR 2014 YR 2015 -1.4% -2.1% Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis data) In 2015 the negative sales trend is deccelarating compared to the previous years
6.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 6 HM/SM VALUE SALES TREND YTD 2014 YTD 2015 YTD 2016 YTD 2014 YTD 2015 YTD 2016 +0.5% -7.8% Overall sales in YTD are declining Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis data), YTD: Jan-Mar 2016
7.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 7 TRENDS PER SHOP TYPE - YTD The decline is far sharper in Hyper markets and small Super markets 0-400 sqm 2500+ sqm 400-1000 sqm 1000-2500 sqm • % Value Contribution: 13,2% • Value sales trend: -19,3% • % Value Contribution: 9,2% • Value sales trend: -24,8% • % Value Contribution: 44,5% • Value sales trend: -3,8% • % Value Contribution: 33,1% • Value sales trend: -1,4% Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis data), YTD: Jan-Mar 2016
8.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 8 HM/SM SALES AND PRICE TREND Prices seem to be slightly increasing in YTD -1,4 -2,1 -7,8 0,6 -2,1 -8,6 -2,0 0,2 0,8 2014 2015 YTD 2016 Value Volume Price per Volume Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis data), YTD: Jan-Mar 2016
9.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 9 HM/SM VALUE SALES TREND BY MONTH -0,4% -3,7% -0,6% -7,7% -1,4% -2,9% -6,9% -6,6% -4,1% -2,4% -3,1% -2,6% -4,2% 3,0% -2,7% -4,8% 4,1% 1,5%1,5% -3,3% -3,1% -3,4% -2,7% -2,5% 2,3% -4,4% 3,1% -6,3% -0,1% 5,5% -8,3% -0,5% -2,6% -3,9% -3,6% -7,5% -6,0% -8,3% -8,8% Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis data) Sharp decline of previous months continues also in March
10.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 10 HM/SM UNIT SALES TREND BY MONTH 1,9% 0,8% 3,2% -2,5% -0,6%0,0% -5,6%-6,0% -2,3% -2,7% -1,8%-1,6% -3,1% -2,5% -3,2% 0,3% -2,6% 1,5% 3,2% -7,2% -5,5% -5,4% -6,4% -8,5% 2,0% -5,0% 1,4% -7,6% -0,8% 4,8% -9,3% -3,8% -6,7% -9,5% -7,8% -11,6% -11,2% -11,7% -13,5% Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis data) Unit sales follow the same pattern
11.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 11 HM/SM VALUE SALES TREND 2015 -2,0% -2,4% -2,1% FOOD HBA HOUSEHOLD YTD -8,4% -5,6% -5,4% FOOD HBA HOUSEHOLD Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis data), YTD: Jan-Mar 2016 All segments mark negative trends in YTD in value sales...
12.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 12 HM/SM UNIT SALES TREND 2015 -4,4% -3,9% -2,4% FOOD HBA HOUSEHOLD YTD -13,0% -6,4% -9,8% FOOD HBA HOUSEHOLD Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis data), YTD: Jan-Mar 2016 ...as well as in unit sales
13.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 13 Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis data) Frozen and packaged foods were the only categories with a positive growth in value HM/SM VALUE SALES TREND 2015 -1,2% -3,7% -2,4% -2,4% 1,7% -0,3% -4,5% 1,1% -4,0% -2,0% -5,5% HOUSEHOLD CLEANERS & DETERGENTS OTHER HOUSEHOLD PRODUCTS PERSONAL CARE & BEAUTY PERSONAL HYGIENE PACKAGED FOOD SNACKS DAIRY FROZEN FOOD COOKING AIDS, INGREDIENTS & CONDIMENTS NON ALCOHOLIC BEVERAGES ALCOHOL DRINKS
14.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 14 Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis data) Packaged foods was the only category with a positive growth in unit HM/SM UNIT SALES TREND 2015 -2,6% -2,2% -3,0% -4,8% 0,3% -5,5% -5,3% -2,4% -7,8% -4,3% -7,9% HOUSEHOLD CLEANERS & DETERGENTS OTHER HOUSEHOLD PRODUCTS PERSONAL CARE & BEAUTY PERSONAL HYGIENE PACKAGED FOOD SNACKS DAIRY FROZEN FOOD COOKING AIDS, INGREDIENTS & CONDIMENTS NON ALCOHOLIC BEVERAGES ALCOHOL DRINKS
15.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 15 HM/SM VALUE SALES TREND YTD -4,2% -7,8% -3,8% -7,3% -7,7% -6,6% -8,9% -14,5% -6,8% -6,6% -13,8% HOUSEHOLD CLEANERS & DETERGENTS OTHER HOUSEHOLD PRODUCTS PERSONAL CARE & BEAUTY PERSONAL HYGIENE PACKAGED FOOD SNACKS DAIRY FROZEN FOOD COOKING AIDS, INGREDIENTS & CONDIMENTS NON ALCOHOLIC BEVERAGES ALCOHOL DRINKS Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis), YTD: Jan-Mar 2016 All categories decrease in value during the first 3 months of 2016
16.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 16 HM/SM UNIT SALES TREND YTD -6,5% -13,0% -3,0% -9,7% -12,7% -14,2% -10,9% -21,8% -15,5% -8,9% -19,2% HOUSEHOLD CLEANERS & DETERGENTS OTHER HOUSEHOLD PRODUCTS PERSONAL CARE & BEAUTY PERSONAL HYGIENE PACKAGED FOOD SNACKS DAIRY FROZEN FOOD COOKING AIDS, INGREDIENTS & CONDIMENTS NON ALCOHOLIC BEVERAGES ALCOHOL DRINKS Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis), YTD: Jan-Mar 2016 The same applies for unit sales
17.
Copyright © 2016 Information
Resources, Inc. (IRI). Confidential and Proprietary. 17 Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis), YTD: Jan-Mar 2016 Winning and losing categories in YTD CATEGORIES WITH THE BIGGEST GROWTH IN VALUE CATEGORIES WITH THE BIGGEST DECLINE IN VALUE • Food supplements • Cooking fats • Insecticides • Iron aids and water • Baby food (jars, juices, biscuits) • Olives • Frozen pizza • Choco eggs • Antibacterial wipes • Seasonal chocolates
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18 Leading barcodes IRI InfoScan
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Resources, Inc. (IRI). Confidential and Proprietary. 19 No 3 • Φρέσκο γάλα ΔΕΛΤΑ 1lt 3.5% λιπαρά No 2 • Νερό Ζαγόρι 500ml No 1 in unit • Καραμολέγκος σταρένιο φόρμα 680γρ Leading barcodes for March ‘16 in terms of value and unit sales No 3 • Νescafe classic 100γρ No 2 • Λουμίδης Παπαγάλος παραδοσιακός 200γρ No 1 in value • Καραμολέγκος σταρένιο φόρμα 680γρ Top 3 barcodes contribute 0.89% of total FMCG value sales Top 3 barcodes contribute 1.16% of total FMCG sales in units Source: IRI InfoScan, HM/SM (including Key Retailers, smaller Retailers and Sklavenitis)
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20 Top manufacturers’ performance IRI
InfoScan
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Resources, Inc. (IRI). Confidential and Proprietary. 21 VALUE SALES TREND 2015 AND YTD -7,8% -2,8% -7,1% -13,0% -4,7% -7,5%-6,6% -14,2% -4,6% 5,0% 13,0% -3,0% -6,1% -4,0% -0,5% -10,1% -6,9% 1,8% -11,2%-11,4% -1,2% -19,3% -5,9% -8,9% 6,7% 9,8% TOTALMARKET UNILEVER P&G DELTA-B.STATHIS NESTLE-PURINA CCHBC-TCCC FRIESLAND OLYMPOS MONDELEZ PAPADOPOULOU MEGA COLGATE-PALMOLIVE FAGE ELBISCO SARANTIS HENKEL ATHENEAN RECKIT MINERVA BOLTON ION SCA TASTY PEPSICO GIOTIS KARAMOLEGOS YTD -2,1% -2,4% -6,8% -3,6% -2,2% -2,0% -5,4% -0,5% -1,0% 4,3% 20,5% 1,1% -10,0% 4,8% -5,8% 1,8% 1,4% -3,8% -2,4% 7,3% 1,9% -17,1% -0,6% -12,0% 5,6% 6,4% Key manufacturers Figures in blue indicate the trend for 2015 Source: IRI InfoScan, Ranked based on value sales 2015, YTD: Jan-Mar 2016
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Resources, Inc. (IRI). Confidential and Proprietary. 22 Your IRI contacts FOR MORE INFORMATION Simos Triandafillakis Simos.Triandafillakis@IRIworldwide.com (+30) 210 27 87 636 Orestis Thomaidis Orestis.Thomaidis@IRIWorldwide.com (+30) 210 27 87 653 ABOUT IRI IRI is a leader in delivering powerful market and shopper information, predictive analysis and the foresight that leads to action. We go beyond the data to ignite extraordinary growth for our clients in the CPG, retail and over-the-counter healthcare industries by pinpointing what matters and illuminating how it can impact their businesses across sales and marketing. Move your business forward at IRIworldwide.com and/or IRIworldwide.gr Greek Office 31 Spartis Street, 144 52 Metamorfosi, Athens, GR (+30) 210 27 87 600
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