Nielsen announces a number of enhancements made to its Homescan consumer panel to capture the buying habits of tomorrow’s shopper
SYDNEY, AUSTRALIA, 19 July 2019 – Global measurement company Nielsen, has announced a number of innovative enhancements to its Homescan consumer panel designed to capture the buying habits of tomorrow’s consumer and uncover future opportunities by measuring purchases made across all the different channels that make up Australia’s grocery sector.
Bernie Hughes, Managing Director, Nielsen Connect – Pacific said: “The strength of our Homescan panel has always been in its breadth of measurement across grocery channels. The new enhancements, however, will give Australian retailers and manufacturers access to uncover the biggest opportunities in retail: the rapidly growing e-commerce channel, purchasing patterns of multicultural households, and health and wellness trends with the integration of nutritional information and an expanded read on fresh food categories.”
“Our upgraded methodology also provides a more comprehensive read of smaller shopping baskets; this is an important consumer dynamic to understand as households now tend to shop more frequently and in ways convenient to them rather than the traditional weekly shop,” added Hughes.
E-Commerce channel: The latest Homescan enhancements include a measure of the burgeoning grocery e-commerce channel. Homescan data reveals that 278,000 new households bought their groceries online in 2018; and in the first quarter of 2019, online grocery sales increased by 22.2% versus the previous year – 10 times faster than total grocery growth of 2.2% in the same period. Pet supplies, frozen food, health and beauty and confectionery are currently the fastest growing categories online.
Multicultural households: Homescan has also expanded its recruitment efforts to focus on delivering population representation for all ethnic groups and their specific buying habits. Nielsen analysis on buying habits of ethnic households shows that Asian-born consumers’ grocery spend is growing 2.8 times faster than all other ethnicities combined; however, Australia’s biggest grocery suppliers still under-index when it comes to how much Asian-born consumers are spending on their brands.
Integration of nutritional information: Through Nielsen’s collaboration with The George Institute, the Australian grocery industry has the ability to link actual shopper behaviour with detailed food composition information in Homescan. The relationship will provide insights on 100 key categories, including health star ratings and core nutritional information such as sugar content and gluten free. This information helps manufacturers understand which brands and categories are more influenced by health-related information, so they can attract new buyers looking to make a switch to suit their healthier aspirations.
Measure of fresh produce categories in all channels: Homescan’s measure of fresh categories (fruit and vegetables, meat, poultry, deli and seafood) has also been enhanced to better capture more products and across channels. This is particularly important when it comes to fresh produce and increasing cultural diversity. Homescan data shows that ethnic households purchase significantly more leafy Asian vegetables, lychees, mango, eggplant and herbs in both volume and dollar terms compared to non-ethnic households, making these categories increasingly important for growers and retailers. The data also highlights the importance of having a cross-channel read as ethnic households allocate significantly more of their fresh produce spend to specialty stores such as Asian grocers, greengrocers and markets.
New online software platform – Connect Express: Nielsen has heavily invested in its technology by launching a flexible, readily-accessible, online platform that gives users immediate access to consumer diagnostic information and advanced analytics, while allowing teams to collaborate in real-time.
“These exciting new developments to our Homescan platform tap into key areas of new growth which will be critical in shaping our clients’ future business decisions, ultimately leading to a better customer and retailing experience,” concluded Hughes.