honey category overview · source: nielsen scantrak - answers on demand core, (data through...
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2019
HONEY CATEGORY OVERVIEW
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101.3
105.9
110.7
109.7
106.0
Latest 52 Wks4YA
Latest 52 Wks3YA
Latest 52 Wks2YA
Latest 52 WksYA
Latest 52 Wks
558.5
595.3
622.4
631.5
620.7
Latest 52 Wks4YA
Latest 52 Wks3YA
Latest 52 Wks2YA
Latest 52 WksYA
Latest 52 Wks
DOLLARS (in Millions)
HONEY IS A $620 MILLION CATEGORY AT RETAILDollar Growth Declines -1.7%, Unit Growth Declined -3.4%
UNITS (in Millions)
Source: Nielsen Scantrak - Answers on Demand Core, xAOC+Convenience (Week Ending 11/30/2019)
↑ 4.5%
↑4.5%
3.4%↑6.6%
↑4.6%↑1.5%
↑1.7%
↑ 0.9%
↑
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468.0 473.9 464.1 450.7 430.0
90.5 121.3 158.3 180.7 190.6
Latest 52 Wks 4YA Latest 52 Wks 3YA Latest 52 Wks 2YA Latest 52 Wks YA Latest 52 Wks
518.9 543.1 555.4 560.7 544.5
39.652.2 66.9 70.8 76.2
Latest 52 Wks 4YA Latest 52 Wks 3YA Latest 52 Wks 2YA Latest 52 Wks YA Latest 52 Wks
PROCESSED HONEY FALLS 4.6% BY $ IN 2019Raw and Organic Gaining Share
Dollars-(in Millions)
Source: Nielsen Scantrak - Answers on Demand Core, xAOC+Convenience Week ending 11/30/2019
1.7%↑6.6% ↑4.6%
↑
Organic
Non Organic ↑4.7%
↑7.6%
↑2.3% -2.9%
↑31.8%↑28.3% ↑5.7%
Processed
Raw↑34.1% ↑30.4% ↑14.2% ↑5.5%
↑1.3% -2.9% -4.6%
↑1.0%
-2.1%
↑1.5%
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117.3 122.2127.8 125.3 120.7
7.39.6
11.9 12.213.1
Latest 52 Wks 4YA Latest 52 Wks 3YA Latest 52 Wks 2YA Latest 52 Wks YA Latest 52 Wks
HONEY VOLUME FALLS 2.7% IN 2019134 Million LB’s (16 Oz) sold at retail in 2019, Raw and Organic Honey Still Growing
VOLUME- EQ Units of 16 Oz (in Millions)
Source: Nielsen Scantrak - Answers on Demand Core, xAOC+Convenience Week ending 11/30/2019
-2.7%↑5.8% ↑6.0%
↑
Organic
Non Organic
↑4.2%
↑7.5%
↑4.6% -3.7%
↑31.7%
↑24.1% ↑2.8%
-2.0%
-1.6%
↑
108.2 110.2 111.5 105.4 101.0
16.4 21.6 28.2 32.2 32.8
Latest 52 Wks 4YA Latest 52 Wks 3YA Latest 52 Wks 2YA Latest 52 Wks YA Latest 52 Wks
Processed
Raw ↑32.1% ↑30.5% ↑14.1% ↑1.8%
↑1.8% ↑1.2% -5.5% -4.1%
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9.8%
90.2%
5.80%
94.20%
Pounds of Organic Honey Sold Grew by 7.8% in 2019, Compared to a loss of 3.7% for Non Organic Honey
Source: Nielsen Scantrak - Answers on Demand Core, (Data Through 12/1/2018)
ORGANIC CONTINUES TO DRIVE GROWTHOrganic Share Growth Accelerates, Adds 920,112 LBS of growth in 2019
32%
24%
2.8%
7.5%
4.2% 4.6%
-2.0%-3.7%
Latest 52 Wks3YA
Latest 52 Wks2YA
Latest 52 WksYA
Latest 52 Wks
EQ GROWTH (EQ % CHG)
2015EQ
SHARE
2019EQ
SHARE
Organic Non-Organic
CAGR for Non Organic Honey Volume is .57% over the last 5 years, compared to 12.56% for Organic Honey. Organic Honey has accounted for 63% of all EQ
Growth over the last 5 years.
2019 Organic EQ Growth
+ 920,112 LBS2019 Non-Organic EQ Growth
-4,648,089 LBS
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L52 3YA L52 2YA L52 YA L52
Branded PRIVATE LABEL
$ % Change
269,352,892
273,868,017
300,608,644296,033,492
291,301,550
289,174,439321,396,380
321,758,049
335,471,825329,372,525
Latest 52 Wks4YA
Latest 52 Wks3YA
Latest 52 Wks2YA
Latest 52 WksYA
Latest 52 Wks
PRIVATE LABEL Branded
$ Share 2019
Branded46.9%
53.1%
BOTH BRANDED AND PRIVATE LABEL HONEY DECLINES
Source: Nielsen Scantrak - Answers on Demand Core xAOC+ Conv L 52 Weeks Ending 11/30/2019,
Private Label loses $4.7 Million To Category, Branded Loses $6.1 Million
Branded and Private Label Decline Private Label Discount Deepens
↑4.3%
↑9.8%
↑0.1%↑1.7%
↑11.1%
-1.5%
Private Label
$ VOL
-14.9% -16.6%
-24.4%
-21.9%
-24.5%
L52 4YA L52 3YA L52 2YA L52 YA L52
*Price Discount Per LB
-1.8% -1.6%
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CONSUMER PURCHASING BEHAVIOR
PENETRATION
29.4% [ -1.8% ]
36,821 HHs* [ -1,439 HHs* ]
BUYING RATE
$13.57 [ -$0.37]
38.7% 2+ Repeat Buyers -1.9%)
PURCHASE FREQUENCY
2.0 TRIPS [ 0.0 TRIPS ]
3.5 TRIPS Amongst 2+ Buyers
[-0.1 TRIPS ]
PURCHASE SIZE
$6.91 [ -$0.01 ]
1.1UNITS [ 0.0 UNITS ]
1.44 MM FEWER HOUSEHOLDS BUY HONEY
*Note: Households expressed in (000)
Source: Nielsen Homescan- 52 Weeks ending 11/30/2019
Households Spending Less Per Trip, Purchasing Less Frequently
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MOST SHOPPER METRICS DROPHoney Penetration Drops 3.2% from 2017-2019
32.631.2
29.4
2017 2018 2019
HONEY PENETRATION
13.7814.08
13.57
2017 2018 2019
$ PER HH PRCH
40.6 40.638.7
2017 2018 2019
% 2+ Buyers
Nielsen Homescan W/E 11/30/2019
2.01 2.021.97
2017 2018 2019
TRIPS PER HH PRCH
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1,051 1,171 1,192 1,485 2,101 3,017 3,301 5,292 5,733 7,633 9,518 13,54322,931
36,514
94,657105,017
182,524
CONVENTIONAL GROCERY AND VALUE GROCERY DROP PRECIPITOUSLY
Premier Fresh Grocery, Supercenters gaining Share
Source: Nielsen Homescan Latest 52 Weeks Ending 11/30/2019
↑1.7%
↑5.7 %
-13%
↑36
-18%
↑1.0%-48.6% -28%
-10.8%
Warehouse/Club
Conventional Grocery11%
+1.1%
1.7%Value Grocery
Premier Fresh Grocery5.7%
13% 21% Drug Stores
SuperCenters
($ 000)
-3.7% -0.0% -6.3% -25%-12.6% ↑18%-4.6%-21%
18%
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NIELSEN MARKETS
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11xAOC SMM- Latest 52 Weeks Ending 11/30/2019
$6,374
$26,259
$8,481
$39,395
$13,721
Cincinnati xAOC
Los Angeles xAOC
New Orleans Mobile xAOC
New York xAOC
Houston xAOC
$18,341
$13,366
$5,064
$15,606
$8,181
Boston xAOC
San Francisco xAOC
Las Vegas xAOC
Denver xAOC
St Louis xAOC
$15,606
$16,390
$16,528
$17,538
$18,123
$18,341
$18,940
$18,948
$26,259
$39,395
Denver xAOC
Washington DC xAOC
Chicago xAOC
Atlanta xAOC
Dallas/Ft. Worth xAOC
Boston xAOC
Miami xAOC
Philadelphia xAOC
Los Angeles xAOC
New York xAOC
7 OF TOP TEN MARKETS EXPERIENCE DECLINESSt Louis grows 9.4%, while Houston falls 5.5%
Largest Honey $ Markets (000) Fastest $ Growth Markets (000)
↑9.4%
↑2.9%
↑2.5%
↑2.5%
↑2.4%
-4.7%
-3.8%
↑2.4%
-2.6%
↑0.9%
↑2.9%
Slowest $ Growth Markets (000)
-5.5%
-4.3%
-4.7%
-3.8%
3.3%
-2.0%
-0.1%
-1.4%
-3.2%
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$137,413,144 -0.3%
$121,452,996 -0.6%
$255,366,934 -2.0%
$110,898,219 -2.0%
$143,119,877 -1.0%
$80,783,174 -1.4%
$79,988,451 -3.6%
$77,811,689 -3.4%
$76,991,819 -1.4%
$56,629,970 +1.2%
$44,461,178 +0.7%
$33,086,530 +1.4%
$32,258,607 -2.5%
South Atlantic
Pacific
W S Central
Mid Atlantic
E N Central
Mountain
W N Central
E S Central
New England
South
North Central
West
North East
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5.64
5.75 5.75
5.88
5.93
5.01
5.18
5.25
5.39
5.62
5.51
5.625.62
5.76
5.86
5.00
5.10
5.20
5.30
5.40
5.50
5.60
5.70
5.80
5.90
6.00
L52 Wks 4YA L52 Wks 3YA L52 Wks 2YA L52 Wks YA L52 Wks
Avg Unit Price Any Promo Price No Promo Price
AVG UNIT PRICE GROWTH INCREASES 1.8% IN 2019
4.24
4.66
4.66
5.64
Grocery
Drug
Convenience
4.95
4.48
6.41
9.64
AVG EQ PRICE 2019
Average Unit PricexAOC + Conv
9.70
5.16
6.88
6.69
5.50
6.37
7.43
13.89
Non-Organic
Organic
Latest 52 W/E 11/30/2019
-5.2%
-8.4%
-8.6%
-9.9%
-11.2%
Avg Promotional Discount Diminishing
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PROMOTIONAL ACTIVITY DECREASES AMONGST ALL FORMS
Source: Nielsen AOD- Total U.S. xAOC+Conv- Latest 52 Weeks ending 11/30/2019
23.1% [-0.4%] of All $ on Promo
(24% of all Units -1.1%])
7.3% [-0.2%] of All $ from Any
Display (7.1% of all Units [-0.5%])
15.8% [-0.4%] of all $ Sold on
TPR (17.4% of all Units[-0.3%]) 5.7% [+1.7%] of all
$ Sold on Feature Ad (4.5% of All Units [-0.9%])
Promotional activity
Decreased by $5.2MM
over the past year
Consumer Perception of receiving
a deal Decreased by .1% over
the past year
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HONEY PROMO PROVIDED LIFT
Source: Nielsen AOD Base and Incremental Facts- Total U.S. xAOC+ Conv, Latest 52 Weeks ending 11/30/2019
Any Promo
Feat w/o Display
Display w/o Feat
Feature & Display
Temporary Price Reduction
% of $% of Units
INCR.% $ Lift
23.1 %
12.2%
0.9%
3.5%
6.4%
24.0%
13.1%
0.7%
3.8%
6.4%
$26.3MM
$17.5MM
$1.4MM
$5.4MM
$2.0MM
22.5%
29.9%
33.7%
32.8%
5.2%
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GLASS JARS DROP, PLASTIC BOTTLES SEE GROWTH
12 oz Most Popular Size Bottles Outperform, Bear and Jar Underperform
$ Share Unit Share
26.62%
21.02%
16.23%
13.58%
12.18%
10.37%
12 Oz - 12.99 Oz
16 Oz - 16.99 Oz
Other
24 Oz- 24.99 Oz
32 Oz- 32.99 Oz
40 Oz - 40.99 Oz
41.8%
21.5%
11.8%
11.7%
7.9%5.2%
12 Oz - 12.99 Oz
16 Oz - 16.99 Oz
Other
24 Oz- 24.99 Oz
32 Oz- 32.99 Oz
40 Oz - 40.99 Oz
$$ %
Chg YAUnits
Units %
Chg YA
Avg Unit
Price
HONEY 620,674,075 -1.7 105,975,215 -3.4 5.86
PLASTIC 503,346,598 0.4 90,260,970 -1.6 5.58
GLASS 113,813,796 -10.0 15,365,599 -12.5 7.41
METAL 1,416,047 -6.0 103,854 13.2 13.64
COATED PAPER 292,653 11.4 37,871 -3.8 7.73
CARDBOARD 289,081 -41.2 47,789 -57.7 6.05
Description
Latest 52 Wks - W/E 11/30/19
$$ % Chg
YAUnits
Units %
Chg YA
Avg Unit
Price
HONEY 620,674,075 -1.7 105,975,215 -3.4 5.86
BOTTLE 357,686,266 1.1 59,215,353 -2.5 6.04
JAR 128,366,964 -7.7 17,621,629 -9.0 7.29
BEAR 105,956,966 -3.0 26,156,449 -1.5 4.05
JUG 16,935,286 -0.4 1,299,439 -0.2 13.03
TUB 3,276,203 -14.0 598,597 -12.9 5.47
BAG 2,243,153 4.7 345,757 3.3 6.49
CAN 1,333,897 -5.7 97,019 15.5 13.75
ENVELOPE 1,005,057 10.4 122,060 30.0 8.23
BEEHIVE 574,293 -9.4 122,276 -6.8 4.70
BOX 494,726 -34.2 46,568 -56.0 10.62
Description
Latest 52 Wks - W/E 11/30/19
Description
Latest 52 Wks - W/E 11/30/19
Units $ % Chg YAUnits % Chg YA
12 Oz to 12.99 Oz 44,295,667 2.0% 1.4%
16 Oz to 16.99 Oz 22,827,102 -0.5% -2.1%
24 Oz - 24.99 Oz 12,433,146 -8.7% -10.5%
32 Oz - 32.99 Oz 8,404,515 6.8% 5.1%
40 Oz to 40.99 Oz 5,497,703 2.4% 2.8%
48 Oz - 48.99 Oz 2,047,445 -11.6% -11.3%
44 Oz to 44.99 Oz 1,563,218 -21.3% -20.5%
80 Oz- 80.99 Oz 1,432,484 4.2% 8.0%
8 Oz - 8.99 Oz 4,263,244 -12.8% -30.2%
22 Oz- 22.99 Oz 670,095 -10.5% -6.7%
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18.1
-57.2
7.8
-0.3 -0.6
2.1
-1.7
55%
23%
22%
0% 0%0%
SUGAR
SUGAR SUBSTITUTES
HONEY
SUGAR & SUGAR SUBSTITUTEBLENDS
SUGAR SUBSTITUTE BLENDS
SUGAR AND SWEETENERSCOMBINATION PACKS
HONEY UNDERPERFORMS SUGAR, SWEETENERSSweetener’s $ Vol Fell 0.3% in 2019, compared to a loss of 1.7% for Honey
Nielsen Total U.S. xAOC+Conv, W/E 11/30/2019
$ % Chg Vs Yago
Sweeteners Total
SugarSugar Subst
Honey
Sugar & Subst. Blend
Subst. Blend
Sugar& Sweetener
$ Share
$$ % Chg
YAUnits
Units %
Chg YA
SUGAR AND SWEETENERS 2,868,294,278 -0.3 912,074,694 -1.5
SUGAR 1,588,660,689 -0.6 665,694,746 -1.4
SUGAR SUBSTITUTES 653,204,122 2.1 139,378,251 -0.1
HONEY 620,674,075 -1.7 105,975,215 -3.4
SUGAR & SUGAR SUBSTITUTE BLENDS 4,431,844 18.1 744,724 14.8
SUGAR SUBSTITUTE BLENDS 1,028,939 -57.2 248,584 -56.3
SUGAR AND SWEETENERS COMBINATION PACKS 294,609 7.8 33,173 9.6
Description
Latest 52 Wks - W/E 11/30/19
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HONEY DEMOGRAPHICS- INCOME & SIZEMiddle Income increases 8.59%, Larger Families consume more Honey
Consumer Facts- Syndicated Demographics- 52 Weeks Ending 11/30/2019
Households Earning less than $20,000 annually are 15% less likely than the average consumer to purchase honey, down 8.6 points from 2018.
Households with 5 or more members are 20% more likely than the average household to consume honey, while single member households are 22% less likely.
Household Income
Latest 52 - W/E 11/30/19
% $ in Demographic
% HH in Demographic
$ / HH Index CHANGE
[01] - Under $20,000 11.2 13.2 85 -8.60
[02] - $20,000 - $29,999 11.2 10.8 104 14.56
[03] - $30,000 - $39,999 9.0 8.8 102 -8.39
[04] - $40,000 - $49,999 7.8 8.3 94 4.93
[05] - $50,000 - $69,999 14.6 13.7 106 8.59
[06] - $70,000 - $99,999 15.4 15.5 99 -3.41
[07] - $100,000+ 30.8 29.6 104 -3.16
Household Size
Latest 52 - W/E 11/30/19
% $ in Demographic
% HH in Demographic
$ / HH Index CHANGE
[01] - Single Member 21.3 27.2 78 5.49
[02] - Two Members 34.0 32.4 105 -0.12
[03] - 3-4 Members 31.5 29.3 107 -3.76
[04] - 5 or more Members 13.2 11.0 120 -3.29
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HONEY DEMOGRAPHICS- CHILDRENHouseholds With Children Consumer More Honey, Though Most $’s are From Households With No Children.
Consumer Facts- Syndicated Demographics- 52 Weeks Ending 11/30/2019
Growth in Honey Consumption in Households with Multi-Age children.
Households with young children under 6 and Children aged 6-12 fall 19.14 points.
Age and Presence of Children
Latest 52 - W/E 11/30/19
% $ in Demographic
% HH in Demographic
$ / HH Index CHANGE
[01] - Under 6 Only 5.8 5.1 114 -4.21
[02] - 6-12 Only 8.3 7.8 106 9.82
[03] - 13-17 Only 8.7 7.8 112 3.90
[04] - Under 6 & 6-12 4.5 4.2 107 -19.14
[05] - Under 6 & 13-17 0.6 0.7 93 5.74
[06] - 6-12 & 13-17 4.6 4.3 107 -7.17
[07] - Under 6, 6-12 & 13-17 1.1 0.9 119 10.13
[08] - No Children 66.3 69.0 96 0.41
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HONEY DEMOGRAPHICS- AGEOlder Gen-X Women (45-54) consume Less Honey.
Consumer Facts- Syndicated Demographics- 52 Weeks Ending 11/30/2019
33.2% of all honey dollars come from women above 55.
Women under 25 purchase the least amount of honey.
Men Under 30 continue to see significant growth, and have the highest propensity to consume honey.
Significant declines in consumption occur in Men 35-50.
Female Head of Household Age
Latest 52 - W/E 11/30/19
% $ in Demographic
% HH in Demographic
$ / HH Index CHANGE
[01] - Under 25 0.5 0.7 73 -1.89
[02] - 25-29 4.2 4.0 105 6.03
[03] - 30-34 10.5 10.3 102 -0.89
[04] - 35-39 6.8 7.1 95 -10.36
[05] - 40-44 8.3 7.5 112 14.48
[06] - 45-49 8.1 8.0 101 -13.29
[07] - 50-54 8.4 8.7 96 -12.68
[08] - 55-64 16.5 16.7 99 7.14
[09] - 65+ 16.7 16.2 103 1.42
Male Head of Household Age
Latest 52 - W/E 11/30/19
% $ in Demographic
% HH in Demographic
$ / HH Index CHANGE
[01] - Under 25 0.4 0.3 128 20.37
[02] - 25-29 2.6 2.3 112 9.06
[03] - 30-34 7.5 7.2 104 -3.68
[04] - 35-39 7.2 7.0 103 -11.03
[05] - 40-44 7.0 6.5 108 -12.49
[06] - 45-49 6.6 7.0 94 -6.17
[07] - 50-54 8.7 8.0 108 -1.66
[08] - 55-64 14.4 14.9 97 -1.85
[09] - 65+ 18.2 15.8 116 2.00
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HONEY DEMOGRAPHICS- FEMALE EMPLOYMENTRetired and Unemployed women are strongest honey consumers, Growth with Members of the Military.
Consumer Facts- Syndicated Demographics- 52 Weeks Ending 11/30/2019
Female HH Employment Occupation
Latest 52 - W/E 11/30/19
% $ in Demographic
% HH in Demographic
$ / HH Index CHANGE
[01] - Professional 17.8 17.2 103 1.80
[02] - Prop, Managers, Officials 10.5 9.9 106 -0.39
[03] - Clerical 4.9 6.0 83 4.72
[04] - Sales 3.8 4.6 83 -3.59
[05] - Craftsman / Foreman (Skilled) 1.0 1.2 85 4.15
[06] - Operative (Semi-Skilled) 1.2 1.5 80 -8.00
[07] - Service Workers & Private HH Workers 5.8 5.7 102 4.21
[08] - Farm Owners, Managers, Foremen & Laborers 0.1 0.2 50 -6.47
[09] - Laborers 0.1 0.2 37 -10.33
[10] - Military 0.1 0.1 95 8.27
[11] - Students Employed < 30 Hours 0.5 0.6 91 -2.19
[12] - Retired & Unemployed 34.3 32.0 107 -2.63
Female HH Employment Status
Latest 52 - W/E 11/30/19
% $ in Demographic
% HH in Demographic
$ / HH Index CHANGE
[01] - Employed - Part Time 15.1 14.0 108 7.09
[02] - Employed - Full Time 30.2 32.6 93 -1.34
[03] - Not Employed 34.7 32.6 107 -2.54
[04] - No Female Head 20.0 20.9 96 1.52
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HONEY DEMOGRAPHICS- MALE EMPLOYMENTMale Head of Households in the Military are strongest Male Honey Consumers. Significant growth in Professional Males, whom are 10% more likely than the average Household to purchase honey.
Consumer Facts- Syndicated Demographics- 52 Weeks Ending 11/30/2019
Male HH Employment Occupation
Latest 52 - W/E 11/30/19
% $ in Demographic
% HH in Demographic
$ / HH Index CHANGE
[01] - Professional 21.4 19.5 110 5.87
[02] - Prop, Managers, Officials 13.0 12.8 102 -0.22
[03] - Clerical 3.4 4.3 81 5.68
[04] - Sales 5.6 6.3 88 -0.57
[05] - Craftsman / Foreman (Skilled) 9.7 9.2 106 -2.85
[06] - Operative (Semi-Skilled) 6.1 6.0 102 3.79
[07] - Service Workers & Private HH Workers 4.8 5.9 81 -13.06
[08] - Farm Owners, Managers, Foremen & Laborers 0.2 0.4 48 -8.35
[09] - Laborers 1.1 1.3 88 9.71
[10] - Military 1.1 1.0 117 -6.79
[11] - Students Employed < 30 Hours 0.4 0.5 67 -12.03
[12] - Retired & Unemployed 33.1 33.0 101 -1.51
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HONEY DEMOGRAPHICS- EDUCATIONThe Least Educated households consume the least amount of honey, experience large growth.
Consumer Facts- Syndicated Demographics- 52 Weeks Ending 11/30/2019
Female Head of Household Education
Latest 52 - W/E 11/30/19
% $ in Demographic
% HH in Demographic
$ / HH Index CHANGE
[01] - Grade School 0.4 0.5 86 25.60
[02] - Some High School 2.0 1.9 106 -2.06
[03] - Graduated High School 23.8 25.5 93 -1.25
[04] - Some College 25.3 24.6 103 -0.80
[05] - Graduated College 19.1 17.5 109 5.21
[06] - Post College Grad 9.4 9.1 103 -9.38
[07] - No Female Head of Household 20.0 20.9 96 1.52
Male Head of Household Education
Latest 52 - W/E 11/30/19
% $ in Demographic
% HH in Demographic
$ / HH Index CHANGE
[01] - Grade School 0.5 0.6 92 3.05
[02] - Some High School 3.3 3.0 109 10.39
[03] - Graduated High School 21.4 21.5 99 -0.57
[04] - Some College 20.5 19.8 104 -13.76
[05] - Graduated College 18.2 16.2 113 3.06
[06] - Post College Grad 8.7 8.0 110 0.13
[07] - No Male Head of Household 27.4 30.9 89 6.31
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HONEY DEMOGRAPHICS-ETHNICITYAsian Consumption Declines, Caucasian/African American flat
Consumer Facts- Syndicated Demographics- 52 Weeks Ending 11/30/2019
Caucasian Americans are the lowest indexing ethnic group-10% less likely than the average household to purchase honey.
African American’s have the highest propensity to consumer- 38% more likely than the average household..
Hispanic Consumption drops 10%.
Ethnicity
Latest 52 - W/E 11/30/19
% $ in Demographic
% HH in Demographic
$ / HH Index CHANGE
[01] - Caucasian 66.8 74.6 90 -1.79
[02] - African American 17.4 12.6 138 8.26
[03] - Asian 5.5 4.6 120 2.44
[04] - Other 10.4 8.2 126 1.45
Hispanic (Yes/No)
Latest 52 - W/E 11/30/19
% $ in Demographic
% HH in Demographic
$ / HH Index CHANGE
[01] - Yes 13.8 13.3 104 -9.24
[02] - No 86.2 86.7 99 1.39
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HONEY DEMOGRAPHICS-BEHAVIORSTAGE & LIFESTYLESenior Couples strongest consumers- Consumption declining.
Consumer Facts- Syndicated Demographics- 52 Weeks Ending 11/30/2019
Affluent Suburban Spreads and Cosmopolitan Centers remain strong, while families in Plain-Rural living Lifestyles are the weakest segment.
Younger bustling Families experience significant decline-while young transitionalsincrease consumption by 12.6 Points.
Behavior Stage
Latest 52 - W/E 11/30/19
% $ in Demographic
% HH in Demographic
$ / HH Index CHANGE
[01] - Start-up Families 5.8 5.1 114 -4.21
[02] - Small Scale Families 7.0 7.6 92 5.27
[03] - Younger Bustling Families 8.9 8.2 108 -15.26
[04] - Older Bustling Families 12.0 10.1 119 8.35
[05] - Young Transitionals 7.2 7.8 92 12.60
[06] - Independent Singles 9.4 13.4 70 2.83
[07] - Senior Singles 8.9 10.4 85 4.81
[08] - Established Couples 12.6 13.4 94 -12.50
[09] - Empty Nest Couples 14.1 13.0 109 3.55
[10] - Senior Couples 13.9 10.9 128 -6.02
Lifestyle
Latest 52 - W/E 11/30/19
% $ in Demographic
% HH in Demographic
$ / HH Index CHANGE
[01] - Struggling Urban Cores 9.7 9.3 104 -1.52
[02] - Cosmopolitan Centers 12.9 11.8 109 0.81
[03] - Affluent Suburban Spreads 16.7 15.4 109 -1.19
[04] - Plain Rural Living 14.3 16.4 87 1.18
[05] - Modest Working Towns 17.3 16.8 103 5.64
[06] - Comfortable Country 13.8 14.7 94 -5.06
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HONEY DEMOGRAPHICS- LIFESTYLE EXPLAINED
Nielsen Spectra 2019
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HONEY DEMOGRAPHICS- BEHAVIORSTAGE EXPLAINED
Nielsen Spectra 2019
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