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1、TOTAL CONSUMER REPORTCopyright 2017 The Nielsen Company (US), LLC. All Rights Reserved.VOLUME 32Copyright 2017 The Nielsen Company (US), LLC. All Rights Reserved.WELCOMEWhile weve escaped the worst of the slowdown from early 2017, that doesnt mean we can lose momentum in the pursuit of growth in tod
2、ays flat market conditions. The U.S. fast-moving consumer goods (FMCG) industry is no less competitive, nor is it likely that future growth will be arrived at with ease. That said, the search for white space opportunity and the fight for share of consumers wallets is still within reach. Its just a m
3、atter of careful guidance in selecting the moves to prime optimal success. Thats what we and our Connected Partners hope to support as you head into the new year and beyond. You see, growth is achievable, its just harder to find than it may have been in past. Traditional categorical barriers across
4、the industry are fading. With the rise of healthful ingredients strategically placed in consumables, or the use of superfoods in natural ailment remedies, so collides the worlds of health and packaged foods. The expanded competitive sets across center of store and fresh foods are another example. Fr
5、om agave nectar to kefir, or the expanse of alternative grains like cauliflower rice it begs the question: What defines something as produce or a source of grain product for consumers? Which foods now act as medicines? Considering the health and wellness implications, are we all in the health busine
6、ss? The comparisons are seemingly endless and the boundary lines fewer and far between. I hope youll continue to join us on our journey to total consumer measurement. Were excited to share our latest perspectives on navigating the fluid landscape of today to help guide your next steps forward. CHRIS
7、 MORLEY President, FMCG and Retail Nielsen3Copyright 2017 The Nielsen Company (US), LLC. All Rights Reserved.CONTENTSOVERVIEW . 4TOTAL STORE . 5RETAIL . 13HEALTH however, when it comes to curbside pick-up, there is huge opportunity with food, particularly with fresh and perishable items. Fresh categ
8、ories have the highest consideration of curbside pick-up fulfillment (50% would consider it, and 35% even prefer this type of fulfillment for fresh).10Though there is promise across both food and nonfood domains with regard to online shopping, the need for seamless integration with retailers is furt
9、her underlined. As part of the Digitally-Engaged Food Shopper analysis we completed with FMI, we found that over one-third of surveyed retailers (36%) do not provide online purchasing, and 33% are not equipped to support online purchases (via click and collect, store delivery or home delivery).11 Th
10、is leaves much possibility. It also highlights how much progress still lies ahead in the evolution to a true omnichannel environment for all. 9 Nielsen, Digital Shopping Fundamentals, 201710 Nielsen, Digital Shopping Fundamentals, 201711 FMI survey of 64 retailers, 2017TOP ONLINE CATEGORIES PURCHASE
11、D BY FULFILLMENTSource: Nielsen, Digital Shopping Fundamentals, 2017DELIVERYVitaminsPet treatsToilet paperPet suppliesCosmeticsIN-STORE PICK-UPToilet paperVitamins etc.Laundry carePaper towelsCleanersCURBSIDE PICK-UPChips etc.Fresh fruit/vegCanned foodsMilk/creamerPackaged breads etc. E-COMMERCE24Co
12、pyright 2017 The Nielsen Company (US), LLC. All Rights Reserved.Hand & body lotionFacial cleanser & moisturizerDog foodDisposable diapers & training pantsCat foodE-COMMERCE - DEPARTMENT INSIGHTSPet Care categories have largest and fastest-growing presence onlineE-COMMERCE SHARE OF SALES-3.2%+6.8%+92
13、.2%+2.7%+63.2%Source: Nielsen E-commerce measurement, Total US, Latest 52 weeks ended Aug. 12, 201730.0%21.9%18.3%13.2%12.6%E-COMMERCE $ % GROWTHAt a category level, pet care strongholds like dog and cat food have seen outsized growth via e-commerce. Valued at nearly $28 billion dollars across both
14、e-commerce and mainstream brick-and-mortar channels, pet care has seen overall sales growth of +25%, with e-commerce driving the vast majority of growth, outperforming in-store rates this year. Looking at dog food alone, e-commerce adds an additional $2.2 billion to the $10 billion dollar valuation
15、of the category in stores and is driving dollar growth of 92.2%, notably above the in-store dollar growth at 1%. Whats more, at a manufacturer level, the addition of e-commerce to the traditional landscape broadens opportunities for both small and large brands. You see, the online space is choc full of smaller niche brands, giving length (and virtual real estate) to an even longer tail of brands than were used to seeing in traditional retail. E-COMMERCE25Copyright 2017 The Nielsen Company (US), LLC. All Rights Reserved.And the upside for big players? Currently, the top 20 ma
