The Consumer Insights Report (FMCG and Supermarkets), was developed by Nielsen in collaboration with Commercial Radio Australia.
While consumer confidence in Q3 2014 is back to similar levels experienced one year ago, Australia remains slightly lower than global average. Topping the list of concerns are rising utility bills, the economy and job security. Also on the list is the rising cost of groceries and in response, consumers are switching to lower priced brands, looking for more bargains and specials, and cooking more at home.
The share of advertising spend allocated to metro radio in the FMCG and Supermarket categories remains below the market average. However radio is ideally placed to reach and influence these consumers.
In this report we examine the revenue opportunities for radio, the top social and cost of living concerns across the Super, Avid and Regular listener groups, their attitudes towards Food and Advertising and their ‘shopper profile’.