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Sports and breakfast, perfect combination for 18 million Italians according to Doxa/AIDEPI

By
Carmela Ignaccolo
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Only until a short time ago it was a bizarre custom practised by professionals or Nordic peoples with the fitness bug, but now sport in the morning, before going to work, is also a reality in our country, involving as many as one in three Italians (35% of the population, equal to 18 million people) at least once a week and 2 out of 10 (11 million people) almost every day. Among these, 9 out of 10 Italians do not renounce breakfast, with 54% preferring to have it before their sports activity, 30% after, 9% that have their real breakfast before and then eat something also after their physical activities, and only 7% does not have breakfast either before or after sport. These are the results of the survey “Italian and sport in the morning. What’s the role of breakfast?” carried out by the DOXA AIDEPI (Association of Italian Confectionery and Pasta Industries) Observatory, “I start well” which photographed how the first meal of the day takes place within the morning sports activities of Italians.

Biscuits, rusks (with jam or chocolate spread), cereals, croissants, fruit, accompanied by coffee, milk or cappuccino, constitute the breakfast of 86% of morning sports enthusiasts, who do not change the choice of food to be brought to the table and also do not increase or decrease the portions.

Men over 50 outdoors women in the gym

The survey also prepares the identikit of the sports maniac: men over 50 practice sport daily. 22% of our countrymen, on the other hand, practice sport 3 to 6 times a week, and women, on the other hand, have an average of 1-2 times a week. North East and Central Italy are the most “sporty” geographical areas of Italy.

The place is also important and determines another watershed, in this case in terms of gender. The Doxa/AIDEPI survey shows in fact that the places most frequented by sports enthusiasts in the morning are open areas (66%), while 25% do indoor sports (gym or swimming pool) and 9% practice it at home using household equipment or by doing floor exercises. However, parks, gardens, sports fields, running tracks and roads are more frequented by men (79%) than women (53%) which more often choose the sports facilities (36% versus 14% of men) or their home (11% versus 7% of men). In general, young people prefer sports facilities (39%) while those over 50 outdoor sport (71%).

Really flattering numbers until you discover that with our 96 days a year compared to a European average of 108 days, we are in the second to last position in the ranking of the practice of physical activity, behind Great Britain, France, Germany, Spain, and Sweden. The United States, on their part, dedicate over 135 days a year to fitness.

The role of technology and social dynamics has now become dominant: if breakfast “gathers” 82 thousand photos on Instagram, becoming the most photographed meal after dinner, sport now seems unable to do without apps and wearable devices to record morning feats. And in fact apps dedicated to fitness exceeded 100,000 units in 2014, more than double compared to those available two and a half years ago.

The connected store: technology is changing the role of the sales assistant

By
fabrizio.gomarasca
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“The connected store is a necessity”: that’s how Henri Seroux, Senior Vice President EMEA of Manhattan Associates begins in this video interview conducted during the World Retail Congress.

Omnichannel in fact brings with it a change in the role of physical stores and of how new generation sales assistants must operate in assisted sales, particularly in the clothing and luxury goods sectors, but not only. To provide an excellent service, in fact, they must know the online and offline history of the customer, ensure completion of the order process, facilitate cross-channel returns and exchanges and accelerate payment and check-out.

Today’s sales assistants no longer remain behind the counter or at the till, but are constantly on the move inside the store, creating a new class of sales consultants (sales, customer service and order completion assistants) with specific skills able to ensure the best shopping experience possible, across all channels.

Patrick Dodd (Nielsen): “Customisation is the future of retail”

By
fabrizio.gomarasca
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During the World Retail Congress we interviewed Patrick Dodd, who is the Nielsen Global President Retailer Vertical. In this role Dodd has a broad view of the changes taking place in retail at the global level.

For Dodd, the transformation of retail (the theme of the WRC) involves the consumer and the power in the hands of every shopper, never so strong, thanks to connectivity. “The shopper is at the centre of the transformation and is the key to the success of every retailer, regardless of the channel”.

In the omnichannel debate, Dodd focuses attention precisely on technology and its simplification and uses the example of proximity stores, which are becoming successful everywhere. “The next step of proximity – he says – is the smartphone that we all have in our pocket. I think that companies should devote a little more time to thinking about how to transform the retail experience on mobile platforms in a way that is as simple as possible for the consumer”.

According to Dodd, there are two main concerns for retailers: how to manage omnichannel in a profitable manner and, at the same time, how to make promotions profitable through customer loyalty.

But also manufacturers are involved in the retail transformation: “The industry has a great opportunity and must take steps at the earliest in order to have a multi-channel role. Having specific offers for the different channels and the different purchasing paths of individuals will be the key to governing growth. This means, however, also having the ability to change business processes with flexible models. The days of the model valid for everyone are over. The future is in customisation”.

 

Baby food, volumes down in the premium/organic segment

By
fabrizio.gomarasca
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35 billion USD in 2015; this is what the world baby food market is worth according to Nielsen. Growing in developing countries and in recession in Western countries, due to the endemic decline in births (-45% globally from 1960 to 2013) which in Italy has led to a decrease in sales of 3.2% from 2012 to 2014.

“Despite the problems, the market opportunities are still significant – explains Liz Buchanan, Nielsen Director of Global Professional Services –; consumers invest a lot in these categories because they are very careful in selecting products for their children. But to obtain results in an area dominated by a few brands, it is necessary to understand what are the key aspects that guide the choice”

The safety of organic

We expect strong growth in organic products, which already in the past two years have seen a +26% in global sales, compared to a decrease of 6% in non-organic.

“Consumers are increasingly concerned about the health aspect and look for natural and minimally processed foods, and this is even more true for baby food – says Buchanan –; increasingly more parents are looking for foods that can put their children on the road to a healthy life, even if it means moving to the premium segment. We expect this segment to grow when a greater number of parents will be able to spend more”.

In Europe and Asia-Pacific, 31% of respondents consider organic and natural as an “important” element in the choice of products to buy (26% in Africa/Middle East, 20% in Latin America and 18% in North America, which, however, is the largest consumer accounting for 72% of global organic sales).

Innovation is appreciated, also in the packaging

Today, 87% of baby food packaging is in glass jars or tubs. But we expect strong growth in soft packs (containers with plastic spouts from which you can suck the food), currently much in vogue because they are considered practical, and which already from December 2013 to December 2014 have increased worldwide by 28%, with peaks in Ukraine (916%), Brazil (528%), Portugal (316%), Russia (264%), the Netherlands (184%) and Spain (125%).

“The popularity of soft packs is due to the ease of use and flexibility – explains Buchanan -. They allow food to be easily transported and this is compatible with modern, increasingly mobile lifestyles, also encouraging the child’s independence and its ability to eat on its own”.

The price is still one of the key factors

Even though there are still three fundamental considerations – brand reliability, nutrition and safety – value for money is an important consideration, especially in Europe and North America, for over a third of those surveyed. Promotions and discount coupons drive the choice, within a series of brands previously selected as being reliable.

“In Europe, consumers believes that baby food is in any case safe and nutritionally balanced – says Buchanan – and there is also a wider range of products than in other areas of the world. So for some consumers price becomes an important factor in the choice of brand. There are two groups of buyers: the premiums, willing to pay more for a product they perceive to be better, and the value hunters, looking for the best deal”.

Brand, ready to change if there is a promotion

70% of those surveyed said they had changed brands. 40% advised by relatives or friends, 34% based on the recommendations of a paediatrician and 23% for medical reasons.

Gli "influenzatori" nella decisione d'acquisto degli alimenti per l'infanzia.

But 26% of Europeans switched to a cheaper brand and 23% to a promotion.

The data of The Nielsen Global Baby Care Survey come from an online survey carried out in 60 countries and conducted between February and March 2015 on buyers of baby products in the previous five years.

The levers of success according to Nielsen

The keys to success in baby foods according to Nielsen:

Transparency: parents want to know exactly what’s in their children’s food. In addition to the list, it is useful to include the proportions of the various food contents on the label.

Safety first and foremost: it must be viewed as the first concern of the brand and there must be the possibility for the consumer to obtain answers to their questions and concerns, also through social channels

Be natural: the simplicity of home-made things without the effort of cooking: this is what many parents are looking for. Avoid ingredients such as added sugar and salt and preservatives.

Emphasize the health benefits: innovation will take this road in the future, proposing ingredients that bring benefits such as physical and cognitive development, better sleep quality and immunity. Not forgetting the growing number of allergic or intolerant children.

Understand and meet the needs and tastes of the market where you sell: an example is the VitaMeal Baby range introduced by Agro-Food in the Middle East, halal baby food.

Consider the opportunities offered by partnership with a big name, when proposing an innovative product, or a local producer, when entering a foreign market.

Divisions by gender, is it time to put an end to it? Target thinks so

By
fabrizio.gomarasca
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Foto dal blog "Let Toys Be Toys".

Dividing items by gender, male or female, may make sense for some products, such as underwear or certain personal care products. But when considering toys or clothes, especially for children, but not only, or perhaps also snacks and fitness products, does it still make sense? Probably not, indeed there are an increasing number of associations, such as the British PinkStinks, which are fighting to free toys, for example, from rigid gender divisions: dolls for girls, construction toys for boys.

The issue is much debated in Anglo-Saxon countries, so much so that some retailers are “making amends”. We have already talked about Selfridges which has dedicated a floor to Agender, fashion “without gender”, and now Target, an American chain that sells a bit of everything, including clothing, toys, food and grocery, has announced that it has decided to remove, where possible, all references to gender.

As declared in a statement “We would never want our customers or their families to feel frustrated or limited by the way we present our goods. In recent years, some customers had complained about certain signs that offered product suggestions based on gender. In some cases, such as clothing where there are differences in size and wearability, this makes sense. Customers have always told us that when they buy something, especially if it is not for themselves, suggestions based on age, sex and brand help find things more easily. But we know that needs and preferences change and, as observed by some customers in certain departments such as Toys, Household Goods and Entertainment, dividing products by gender is usually not necessary. At the moment, our staff is working in stores to identify areas where we can gradually remove signs based on gender. For example, in children’s sheets there will no longer be signs that refer to boys or girls, as in the toys area, where will remove the use of colours such as pink or blue behind the shelves. These changes will be evident in the coming months”.

Tech and multitasking, for Nielsen women are driving the digital-revolution

By
fabrizio.gomarasca
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Foto: Jeffrey Zeldman @Flickr, CC

The stereotype image of the hyper-connected man, always with the latest hi-tech device in his hand, and of the woman grappling and seeking advice on how this or that works, is about to suffer a severe blow as a result of the latest Nielsen “Australia Connected Consumer Report”. According to which women today not only know exactly how to exploit technology and navigate the digital landscape to solve their needs and desires, but also expect brands to speak to them in their language and from their point of view.

In June 2015, there were nine million women connected online in Australia, 51% of the population. Women are more likely to get involved online, 57% regularly check their social profile (compared to 47% of men) and share more often online.

In particular, women, who have long been known for their propensity for multitasking, increasingly often use more than one device at a time, preferring smartphones and tablets, more manageable and easy to carry. Smartphones in particular are used to watch content, listen to music, use social media and share. If in general men spend more time online, women outnumber them, and by some margin, in accessing the internet via smartphones.

And that’s not all: three out of five women (60%, versus 56% of men) watch TV and use the internet at the same time; an activity concentrated between 6 and 10 pm: the ideal time to reach them with advertising or promotional messages, both via the web as well as TV. Laptops, smartphones and tablets are indispensable “second screens” for women, who for the first time are slightly more likely to use tablets than men.

 

 

multiscreen-women

Social use

It is precisely this social use of the web that brands must understand if they want to meet female consumers online. Women, for example, use Apps to socialise and share more often – 23% compared to 20% of men – and communicate, while men use Apps for e-commerce or commercial purposes. Both sexes are nevertheless inclined to “meet” brands online.

Coming to the preferred social media, women appear to be more active on Facebook, Instagram and Pinterest, while Australian men prefer, in addition to Facebook, YouTube, Google+ and LinkedIn. It’s 50/50, on the other hand, with regard to Twitter.

Next frontier, wearables

There is growing interest in wearable devices (smart watches, smart glasses and the like), even if they are still slightly more used by the “stronger sex”. Fitbit, for example, a bracelet that measures physical activity and sleep, is more popular among women, while men prefer the Nike version, Fuelband. Nielsen envisages that the advent of the AppleWatch will in 2016 lead to a massive input of content by brands in the “wearables” market.

Traditional media, however, still remain important, with 91% of women still regularly watching TV (slightly more than men), while men prefer video on demand (71% compared to 62%).

Millennial dads shop online for leading brands and in the premium segment

By
Anna Muzio
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They are more optimistic about the general economic situation and their own finances, willing to spend more without getting lost in tedious price comparisons and, above all, are becoming increasingly involved in shopping for the home, including that concerning their children: they are the “new fathers “, those of the Millennial generations, between 25 and 34 years of age. An audience, according to marketing research, which is decidedly interesting, especially for the premium segment, because they more easily allow themselves to be persuaded to spend more, are influenced by the brand and tend where possible to purchase online. So the industry and retailers should start looking more attentively at this target, also for products, such as those for children for example, traditionally considered “mum-centric”. And they would do well to develop effective multi-channel strategies to intercept them.

A survey by Initiative on Millennial dads (from which the infographic below is derived) shows some interesting data. 45% of “new dads” think that brands play an important role in their lives (compared to 39% of men without children), so much so as to be inclined to recommend them (65% of them do, compared to 56% of non-dads and 60% of mums). They are hyper-connected, more than any other group: 62% have three or more devices, and 82% have a smartphone, from which they carry out most of the product research. The young fathers are also sensitive to corporate social responsibility, and are optimistic about the future: 62% think that companies have the potential to do good, and 58% feel more loyal towards brands that prove they have implemented positive initiatives for society. We are talking about a group that in the near future will constitute the majority of families with children, and whose influence is thus expected to increase.

The survey was carried out by interviews with over 5,000 dads in the range 25 to 34 years of age in 19 countries, including Italy.

Millennial_Dads_Infographic

Nielsen: consumer confidence back to growth in the first quarter

By
fabrizio.gomarasca
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After the Istat industrial production index, also that of consumer confidence measured by Nielsen in its Global Consumer Survey is back to growth and augurs well for a turnaround which, however, will also need to be confirmed in the second quarter to declare ourselves out of the crisis. The data, however, say that at 57, the consumer confidence index is at the level of the second quarter of 2011, but then it was in free fall.

 Schermata 2015-05-19 alle 17.42.06

But there is still a large gap with the EU average (77 points). Italy is approaching the levels of Spain and France (respectively 61 and 59) while Germany and Great Britain still hold the record in the Old Continent (100 and 97, respectively). 93% of the population, on the other hand, believes the country is still suffering from the crisis (vs. 95% a year ago), even if 16% say that it will end in the next 12 months (vs. 12%). There is a significant increase in concerns related to the possibility of terrorist attacks in our country (+ 8 points compared to the first quarter 2014), according to 9% of respondents.

“This is a figure in sharp contrast with the general trend. It has, in fact, increased from 45 points in the last quarter of 2014 to 57 points in the first quarter of 2015. It should be noted that in the previous quarter the trend was still negative (-2 points)”, said the Managing Director of Nielsen Italia, Giovanni Fantasia, commenting the survey results.

“The reasons for this reversal – continued Fantasia – are to be found primarily in the implementation of certain structural reforms put on the agenda by the government in recent months. Secondly in economic recovery, both globally and in Europe and Italy, thanks to the low prices of raw materials and an improvement, albeit limited, in the labour market. Thirdly, in an increase in consumption demand, especially evident in large-scale distribution. In other words, we are witnessing conditions that allow families to become, at least in perspective, sources of income and no longer merely cost centres. The real problem that now arises is that of sustaining this recovery. An answer will come from the next confidence surveys in the second and third quarter. Only a consolidation of demand in the coming months will enable us to deem that we have left the crisis behind us”.

More specifically, here are some snippets from the survey.

Job prospects: good for 13% of Italians, compared with 7% in the 1st quarter of last year.

Personal finances: the perception is now positive for 21% of the sample, compared to 14% on a trend basis. Moreover, 17% of Italians believe it is time to start purchasing (+5 points compared to the 1st quarter 2014).

Focusing on respondents’ concerns, 28% of the sample said they were still worried about job stability, with the figure unchanged compared to the survey for the first quarter 2014. War and immigration remain concerns for 4% and 5%, respectively, of the population (1% and 2%, respectively, last year). 5% said they were concerned about their debts, 6% about their health and 9% about the economy.

Attitudes towards spending: after purchases for necessary goods, 37% of Italians are oriented to allocate resources to savings. Followed by those who intend to buy clothes or take a vacation (both 27%), while 22% declared the intention of wanting to spend on entertainment outside the home. 25% of the population have no money left at the end of the month.

Saving propensity: there are signs of attenuation of the intention to cut spending compared to last year’s figures, even though 72% of the sample continues to monitor financial disbursements and savings. 56% of the sample spends less on clothing (vs. 63%) as they also do for meals away from home (vs. 61%), 40% on holidays and outings (vs. 46%), 37% on use of the car (vs. 42%).

At the same time, however, it is evident that the crisis has permanently influenced the spending habits of Italians. So much so that there is an increase in the share of those who declare their intention to continue to save on electricity and gas bills (26% vs. 22% in the 1st quarter of 2014) and to buy cheaper food products (23% vs. 20%).

Finally, 20% (vs 25%) of Italians are attentive to restaurant spending and 19% (vs. 22%) to that on new clothes.

The ideal ten commandments of the supermarket for consumers

By
fabrizio.gomarasca
-
IperConad di Corciano (PG)
M. Dona,jpg
Massimiliano Dona

During the conference presenting the Sustainability Report of modern distribution organised by Federdistribuzione, the general secretary of the Italian National Consumer Union, Massimiliano Dona, highlighted the possible risk of the report being self-referential, albeit acknowledging the merits of the effort to measure an entire industry.

Dona, who cited the results of a study of the Consumer Union on users’ desires, went on to encourage modern distribution to do more in the eyes of the consumer. He cited the ten things that supermarket customers would like to see improved.

1) INTERACTION. Envisage more effective interaction tools with customers: not only with the traditional feedback point at the supermarket (or the call center), but also Apps and other digital channels, such as social networks;

2) INFORMATION. More information on the origin of products, also beyond the legal requirements, starting with the introduction of information on the production plant on the label;

3) CHECK-OUT COUNTER DISPLAYS. Prohibition of placing products for children at checkouts, so as not to encourage impulse purchases by the younger one’s;

4) ITINERARIES. Arrangement of products inside the store according to consumer needs (and not according to the supermarket’s visual merchandising techniques): therefore, first mineral water, to avoid crushing other products, then canned products, followed by fresh produce such as cheese, fruit and vegetables, and finally frozen foods near the checkouts, so as not to break the cold chain;

5) PLACEMENT. Commitment not to change the placement of products only to confuse consumers and force them to wander around the aisles;

6) PRICES. Indication of the cheapest product to facilitate the shopping of those looking for the lowest prices;

7) ENVIRONMENT. Commitment to environmental sustainability: from the use of recyclable materials to containers for the collection of used batteries, from the prohibition of using PVC film for cold cuts and cheese to the installation of thermometers visible to the public in freezers, as well as proper collection of WEEE;

8) TRAINING. Serious investment in store staff training, also introducing new types of customer assistants that can direct consumers to find products on the shelves and provide the information necessary for value-for-money purchases;

9) RECEPTION. Better customer reception: from the availability of signage on warranty and after-sales rights to the presence of “green” labels and products for special consumer needs, from the reduction of checkout queues (offering reserved or automated tracks), to the availability of WiFi areas or those for charging smartphones or tablets, as well as places equipped for minors or the elderly;

10) CERTIFICATION. Certification by consumer associations of the quality of information, feedback services and product safety (for example, through inspections or mystery shopping in order to achieve the issue of a trustmark).

 

Processed meat, MEP’s in favour of the obligation to indicate the origin

By
fabrizio.gomarasca
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Recent news stories about food fraud and the horse meat scandal have demonstrated it, consumers want maximum transparency concerning the origin of raw materials, also of processed foods. That is why MEP’s have asked the European Commission to present legislative proposals with a view to making it compulsory to also indicate the origin of the meat of processed foods, as is already the case for fresh beef.

The resolution, adopted with 460 votes in favour, 204 against and 33 abstentions, urges the Commission to act on the report drawn up in 2013 with legislative proposals to make it compulsory to indicate the country of origin of the meat used in processed foods, in order to ensure greater transparency in the entire food chain and better inform European consumers in order to help regain their confidence.

“Today we must regain the confidence of European consumers who, also as a result of food frauds (… ) are calling for tougher rules on traceability and information – said the Chairman of the Environment Committee, Giovanni La Via -. The legislation must take account of the transparency and legibility of consumer information, while at the same time allowing European companies to operate in an economically viable manner.

9 consumers out of 10 are calling for it

In fact the European Commission survey (12/17/2013) shows that more than 90% of respondents consider it important that the origin of the meat is labelled on processed foods. The question, moreover, is far from being “niche” and covers a large number of food products. Depending on the Member State, 30-50% of meat slaughtered is transformed into meat-based ingredients for food, mainly minced meat, meat preparations and meat products.

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