What do energy drinks, luxury automobiles and razors have in common? They’re all products prominently featured in esports tournaments, and they’re among the first non-endemic brand categories to get involved in competitive video gaming sponsorship.
Africa’s vast potential is the stuff of investors’ dreams, but capitalizing on that opportunity is less about identifying or quantifying prospects and more about execution stemming from knowledge, insights and data to enable on-the-ground success.
With the advancements in big data, advertisers know more about consumers than ever before. And yet, they’re still challenged with how to drive the greatest return for their marketing budgets. And we all know what happens when executives don’t see the ROI they’re expecting—they cut budgets.
In contrast to the ongoing market challenges facing global fast-moving consumer goods (FMCG) manufacturers and retailers, consumers are in better spirits than they were at the end of 2016. In fact, global consumer confidence has risen three index points since the close of last year.
Unless you’ve been hiding under a rock for the last couple of years, you’re seeing the FMCG industry transform right in front of our eyes. That’s scary, but equally exciting. So here are three things big FMCG marketers need to do to win as the industry evolves.
Has the traditional planning process become obsolete? Many signs within the industry point to “yes.” So in order to succeed today, companies need to move to a new form of adaptive planning that is responsive to continuous market change.
FMCG success today is now dependent on quality product images, solid SEO and prominent placement on e-tailer websites—far more so than simply having an abundant quantity or variety on the shelf at the local store.
While unexpected by many, the Amazon-Whole Foods linkage highlights just how profoundly consumer expectations are changing with regard to food and beverage shopping—and will continue to do so moving forward.
Measuring an ad’s ability to communicate trust is a tricky business: perceptions of trust can be non-conscious, formed almost immediately and biased by subtle factors. Given these nuances, explicit research methods aren’t sufficient.
In addition to being hyper connected and digitally driven, Millennials are focused on personal experiences. And for many, those experiences happen away from home. Notably, Millennials are very interested in travel. In fact, they travel more than any other generation, including Baby Boomers.
Global consumers, by and large, have more shopping choices at their disposal than ever before. For retailers, differentiating your brand in such a crowded space is critical. A retail loyalty program can be an effective way to create competitive advantage by reducing customers’ likelihood to switch stores.
Third-quarter 2016 global consumer confidence remained stable at 99, up one point from the second quarter and unchanged from third-quarter 2015. Country-level scores, however, varied dramatically throughout the regions, reflecting considerable economic diversity around the world.
Among global respondents, 74% say they appreciate the freedom of being connected anywhere, anytime, and 70% strongly or somewhat agree that their mobile device has made their life better. This constant connectivity has not only changed the way we keep in touch, but also the way we shop, bank and pay for goods and services.
Belgian consumers aren’t just eating at home. They’re also dining out—many quite frequently—and the establishments serving them compete with food retailers and manufacturers in the battle for consumers’ wallets.
Over the past 10 years, three-quarters of the growth in the Benelux food retail sector has been driven by price (either range mix effects or price increases) – and not increases in sales volumes. Growth in the Benelux is diminishing, but that doesn’t mean that you need to start a promotional war to keep your shoppers.
70% of purchase decisions are made in front of the shelf, so if your product is out of stock, you’re out of luck. And with an average 8% out of stock rate in Europe, this means you’re at risk of losing that hard-earned shopper loyalty when shelves aren’t properly stocked.
Almost half (44%) of Belgian respondents say they follow a diet that limits or prohibits consumption of some foods or ingredients. Taking a closer look, a majority of Belgian respondents say that when it comes to ingredient trends, a back-to-basics mind-set, focused on simple ingredients and fewer artificial or processed foods, is a priority.
Consumers around the world are increasingly focused on clean eating and the benefits of eating more healthfully, with 70% of global respondents saying they actively make dietary choices to help prevent health conditions such as obesity, diabetes, high cholesterol and hypertension.
No matter where you live or who you are, dirt and grime are inescapable facts of life. As such, we all need to clean—and we spend a significant amount of time keeping our homes and clothes clean and fresh.
Global consumer confidence increased three index points in the third quarter to 99. Optimistic sentiment for job prospects, personal finances and spending intentions increased in nearly half of all measured markets, but uneven growth continues around the world as confidence stabilizes or grows in many advanced economies and declines in many emerging markets.
The most credible advertising comes straight from the people we know and trust. For that reason, it should come as no surprise that 74% of Belgian respondents say they completely or somewhat trust the recommendations of friends and family.
Though global consumer confidence declined one index point in the second quarter of 2015 to a score of 96, the European region increased two points to 79—the highest regional score in five years. In fact, 21 of 32 European markets (65%) were more optimistic than at the start of the year.
Global consumer confidence declined one index point in the second quarter to a score of 96. Regionally, confidence continued to rise in Europe, increasing two points to 79. Confidence held stead in Asia-Pacific, but fell in the three remaining regions.
Does the lowest price always win? In Europe's sluggish economy, it can certainly seem that way. But a recent Nielsen study found the three things topping consumers' shopping lists were convenience, shopping experience and quality products.
The most common way that Belgian consumers find out about new products is by seeing them on store shelves (63%)—far above the global (48%) and European (56%) averages according to Nielsen’s New Product Innovation report.
Brand building can be costly and time consuming, so the ability to grow via line extensions—the use of an established product brand for a new item in the same category–can be extremely advantageous. In fact, line extensions are approximately three to four times more common than “new manufacturer” and “new brand” launches combined.
In about four months, we’ll have officially made it to "the future"—at least according to the time-stamp on Doc Brown's DeLorean in the "Back to the Future" movie series. So now that we’re there, what will 2020 look like?
At Nielsen’s annual Consumer 360 Conference, Nielsen CEO Mitch Barns and Daniel Zhang, CEO of China-based Alibaba, sat down to discuss how global companies are leveraging digital and big data for commercial gains amid growing fragmentation, technological developments and evolving consumer demand.
Innovation matters. In the consumer product realm, it can drive profitability and growth, and it can help companies succeed—even during tough economic times. On the opposite side of the sales counter, consumers have a strong appetite for innovation, but they’re increasingly demanding and expect more choice than ever before.
Dr. Robert Heath is a professor at the University of Bath and a pioneer in establishing the value of emotion in advertising. We recently talked to him about emotional resonance, its importance and how it can be used in improving the effectiveness of advertising.
There’s very that little pet owners won’t do for their furry friends. In fact pet owners' willingness to open their wallets for them is often unwavering. Even in times of economic strife, worldwide pet food sales have been steadily growing over time, but the pockets of potential in this category are narrower than one might expect.
Starting the year positively, global consumer confidence saw an increase of one point from fourth-quarter 2014, with an index score of 97. After a slight dip at the end of last year, when all regional confidence scores declined, it was a more upbeat start to the year, as confidence increased slightly or remained stable in every region except Latin America.
In Q1, Millennial respondents were more eager to spend—especially those in the 25-29 age range. In fact, their spending intent for holidays/vacations, new clothes and out-of-home entertainment exceeded the global averages by as much 10 percentage points.
Spend more than a few minutes in a conversation with someone in the CPG industry and you’ll almost inevitably find yourself discussing the spiraling cost of trade promotion. In Europe, decent returns on trade promotion spend are increasingly hard to generate. So how can we turn things around?
Advertisers try to make their ads hit home with audiences as much as possible—but there's room for improvement. Investing a little more heavily in determining how much ads resonate and working to improve campaigns accordingly have the potential to dramatically improve overall advertising effectiveness.
What’s your go-to device of choice for watching your favorite show? Device proliferation has afforded more choice than ever before, but TV remains the preferred device—and by a wide margin according to global online respondents in Nielsen’s Digital Landscape Survey.
We’re living in a world of 24/7 connectivity, accessing our content on our own terms, and we like it that way. Around the globe, 76% of respondents in a Nielsen online survey say they enjoy the freedom of being connected anywhere, anytime. While consumers love this flexibility, it represents a huge challenge for brands and content providers vying for our attention in a fragmented viewing arena.
In Africa’s complex retail environment, even companies poised with the right products can miss the mark if they don’t get them to the right place. But tailoring distribution choices—along with other factors—to specific products can help improve sales.
We’ve just completed a year of transformation in the retail industry, and looking at 2015, it looks like change will remain constant. But change brings opportunity, even within the familiar. Where to begin? Look to the shelf.
We’ve just completed a year of transformation in the retail industry, and looking at 2015, it looks like change will remain constant. But change brings opportunity, even within the familiar. Where to begin? Look to the shelf.
In the banking realm, where engagement has historically taken place at teller counters, times are changing—and so are consumer banking preferences. And in that way, marketers should make a concerted effort to identify their customers before trying to reach them.
Once the novelty of retirement wanes, many retirees ask themselves: how do I fill the extra free time? Nearly half of all respondents (45%) in a Nielsen global survey of online consumers across 60 countries say that eating healthy is the most important priority after retirement. Other top priorities include staying physically and mentally fit (78%), spending time with family (58%) and maintaining an active social life (37%).
In the Siskel and Ebert era, two thumbs up didn’t just mean that a movie was good. It also meant the movie was worth seeing. Times have changed, and today, movie critics—professional and self-proclaimed—are using their thumbs in other ways to influence moviegoing decisions.
Not all consumers are created equal. In fact, some can be so meaningful from a sales and growth perspective that they’ve been upgraded to “super consumer” status by some researchers and industry observers who realize how meaningful this group can be to companies and brands.
With more people watching and buying online than ever before, advertisers are diving head first into digital to reach their audiences. Online advertising expenditures increased more than 25 percent (26.6%) year-over-year as of the second quarter of 2013 and exceeds several traditional media categories. But are these investments worth their price?
Seventy percent of consumers are already aware of “wearables,” and about one in six (15%) of them currently use wearable tech—such as smart watches and fitness bands—in their daily lives. With experts predicting wearable tech to be the next big thing in consumer electronics, what kinds of gadgets are consumers willing to wear?
The Hispanic radio audience is growing across the U.S., increasing by more than half a million listeners over the past year based on Nielsen’s March 2014 RADAR report. So where is this listening growth coming from?
Times are changing, and today’s digital world is having widespread effects on an array of consumer behaviors, including how we handle our finances. Electronics and mobility are key trends for financial institutions to keep track of, but consumers aren’t ready to sever all ties with their local bank branches just yet.
Three agents of change have affected food retailing in Europe over the last 20 years, and the effects of these factors have culminated in recent times to stifle growth. And how well the CPG industry, particularly in Western Europe, handles the next 12 months or more will hinge on how well companies learn to live with flat—or negative—sales volumes.
Much has been written about the growing wealth and income gap between America’s rich and poor. However, the wealth gap exists not just among individuals, but among entire communities. And we can anticipate where local consumer demand is headed by examining the state of local communities.
For small businesses, the need for a deeper understanding of its customers is growing, and big data can provide that critical insight. And in today’s competitive world, the local bakery needs more than just a fresh croissant waiting for Bill in the morning to keep him loyal.
Radio listeners come in all varieties, and so do their listening preferences. We know that listeners tune in at different times during the day, but we also know they tune in for different reasons. So a big part of radio programming involves determining how to cater to the broader audience while still focusing on core listeners.
There’s no denying the influence that e-commerce is having on the retail landscape, and that influence is starting to go mobile. And as that trend grows, marketers have an opportunity to leverage the influence of consumer preferences.
More than twice as many say people around the world say their ideal retirement age is younger (36%) than what they plan compared to those who say it’s older (17%). So what’s causing the disconnect between wanting and needing to stay employed as we age? It’s likely a matter of finances.
When it comes to measuring success in any industry, there’s no better indicator than sales. The music biz is no exception, as companies continue to worry about the sales cycles associated with specific music singles. When companies focus solely on sales, however, they may miss other opportunities—including the ability to build sales.
Private brand sales accounted for $112 billion in 2013 but have increased just 1 share point since 2009. Amid private brands’ sluggish growth, however, the top 10 retailers have successfully tapped the segment's potential. So what is it about these 10 retailers that make them so successful?
From economics to quality of life, housing can tell us much about the state of Americans today. So having a clear sense of where this market is headed is crucial to understanding consumers. But what does the future hold?
Growing old is a fact of life, and most of us have at least a few concerns about how we’ll manage in our golden years. The biggest fears that the majority of us have pertain to not having the self-reliance it takes to care for our basic needs, losing our physical agility and declining mental competence. So how can industries help?
Sports fans love to follow their favorite games on TV, and their Twitter conversations speak volumes about how much they share their excitement with others. But we can see more than just how many Tweets they’re sending. We can now follow engagement and compare it with engagement levels for other program types.
During the bitter cold-spell sweeping much of the U.S. this winter, more Americans than usual turned to the Internet for entertainment. Four out of-5 U.S. web users access entertainment websites each month, and this January, 167 million Americans visited sites in the entertainment category.
Make no mistake, store brands aren’t what they used to be. Today, U.S. supermarket shoppers spend $1 of every $5 on store brands, and their sales are growing in just about every retail channel. And that spend is having a big impact.
The majority of men and women around the world don’t believe that the sexes are treated the same. And when making financial, technological and retail decisions, they're thinking—and acting—differently.
Despite e-commerce's momentous effect on shopping behavior, it's far from revolutionary; it’s simply an evolution. While many have recognized the opportunities created by new technology, some categories—like consumer packaged goods (CPG)—haven’t capitalized on e-commerce. Nevertheless, CPG manufacturers and retailers can boost sales by engaging with shoppers in new ways and providing unique shopping benefits through their online models.
In today’s digital and social media-driven world, consumers have the world at their fingertips, but are men and women’s fingers doing the same thing? A closer look highlights the differences between what engages men and women—as well as how they react (or don’t) along the way.
From Beck previewing his Morning Phase album for in-flight air travelers to hear via Gogo Inflight Internet before its formal release date to Bruce Springsteen streaming his recent Higher Hopes album more than a week before its release as a promotion for the TV show The Good Wife, there’s more to release dates than a specific date.
Innovation in how we measure mirrors a continuously evolving media landscape. And for the first time in a Cross-Platform Report, Nielsen has migrated the reporting of mobile use and mobile video use from survey-based insights to metered data through electronic mobile measurement.
There’s something interesting happening with men and women and shopping. Women’s incomes are rising around the world, making them a force to be reckoned with. And they’re using their newfound clout to influence purchasing decisions in categories once dominated by men.
Millennials are the social generation, both online and in-person. As the founders of the social media movement, they’re never more than a few clicks away from friends and family. And offline, they prefer to live in dense, diverse urban villages where social interaction is just outside their front doors.
Smartphone ownership grew to 68 percent between November and January 2014, up 9 percent from the start of 2013. And among those who bought their mobile phone within the last three months, a whopping 84 percent chose smartphones for their new handsets.
The video landscape is in a time of major flux, with digital viewing on the rise, advertisers seeking integrated campaigns and yet TV networks still holding most of the cards. But with the emergence of new technologies—and new measurement capabilities—video advertising is poised for change.
Around the globe, aging consumers’ needs are not being fully met. One in five people will be 60 years or older by 2050, and there are regional differences that are important to consider when reaching this valuable consumer segment.
Findings from the Nielsen Global Survey about Aging highlight consumer concerns about growing old and how product and service manufacturers and retailers are meeting the challenges that can arise with age. The findings highlight an array of needed improvements, and the most compelling are included herein.
African-American consumers are more relevant than ever in today’s ever-shifting entertainment market—and their choices are affecting the whole entertainment industry. To capture this influential demographic’s attention, marketers must understand African Americans’ specific tastes and habits to provide content that best suits their interests and needs.
Based on 70 years of watching what consumers experience, and how they buy, how they act and what they do based on their consumption of content, we see a seismic shift coming in the next five years. Nowhere is this more acute than when it comes to television and video consumption.
As a major engine of the U.S. economy, the housing market is steadily watched and analyzed as a barometer for the general wellbeing of the country. Housing, however, isn’t just about economics—or even shelter. It’s a window into the lives of American consumers, and it provides insights that go well beyond home buying and price trends.
Much like the products we buy or the devices we prefer watching content on, services, too, tend to vary according to where we live. According to Nielsen’s 2014 Local Watch Report, this regional consumption of services plays a critical role in the type of healthcare consumers are receiving
While age is just a number, it’s becoming increasingly important to retailers, manufacturers and marketers as shifting population trends favor the elderly. According to new findings from Nielsen, however, industries are largely unprepared to meet the needs of aging consumers.
Mobile shopping is gaining momentum among U.S. consumers, particularly as smartphone penetration continues to grow and tablet ownership gains in popularity. From researching to price comparing to making purchasing, consumers are steadily increasing their e-commerce prowess via their mobile devices.
To everything there is a season, and the music industry is no different. From holiday hits to summer jams, music trends vary with the weather. And understanding such trends can be crucial to success for artists, retailers and labels. So is there a “perfect” time to release a new album?