Who is the Today Grocery Buyer? - Insights into just who the Today Network main grocery buyer is and their shopping habits.

 
Who is the Today Grocery Buyer? - Insights into just who the Today Network main grocery buyer is and their shopping habits.
Who is the Today Grocery Buyer?
Insights into just who the Today Network main grocery buyer is and their shopping habits.
Who is the Today Grocery Buyer? - Insights into just who the Today Network main grocery buyer is and their shopping habits.
Let the Today Network help you build awareness with grocery buyers.

                                                                   Today listeners say that
                                                                   in their household, they
                                                                   are doing on average…

                                                                                                                      of the household

                                                                                    Whether it’s every day or once a week, buying
                                                                                    groceries is something we all have to do. So
                                                                                    when it comes to building awareness for your
                                                                                    brand there’s no going past the Today Network.

                                                                                    This presentation will take a look at who Today grocery buyers
                                                                                    are, their shopping habits and how you can reach them at key
                                                                                    times.

Source: Southern Cross Austereo Today Network GB Survey. April 2014.“Q. In your household, approximately what percentage of the grocery shopping would you say you do?” N=825.
Who is the Today Grocery Buyer? - Insights into just who the Today Network main grocery buyer is and their shopping habits.
Who is the Today Network grocery buyer?

     In looking at who the Today grocery buyer is, it can be seen that the majority are female aged 25-54. But it is also worth
     mentioning that one third of main grocery buyers are male. These Today grocery buyers are buying for their young family –
     with most of their children being aged under 12. Plus, many Today GBs are also employed and have a mid-high household
     income.

               64%
               FEMALE
                                                              36%
                                                              MALE
                                                                                                      69%
                                                                                                    Are in a married or
                                                                                                                              56%
                                                                                                                           Have children at home
                                                                                                   defacto relationship

                                                               1 in 2
                                                                                                          77%
                        75%
       3 in 4
      of Today GBs are aged 25-54
                                                               (54%) have a
                                                               household
                                                               income over                         Have children at home
                                                                                                                                 74%
                                                                                                                            Are currently employed
                                                               $70,000
                                                                                                         under 12

Source: Nielsen CMV. Metro survey 3, 2014. Main Grocery Buyer. Today Network. Demographics.
So what are their shopping habits?

                86 %
                  visit the
                                                              54 %                                65%                      38 %
                                                                                                                       don’t have a set day
                                                              do a main shop                   do a top up shop up       to shop – just
             supermarket at least
                 once a week                              once a week only                     to 3 times a week       whenever needed

                 7%                      9%                     13%                      14%          11%            23%        12%

Source: Nielsen CMV. Metro survey 3, 2014. Main Grocery Buyer. Today Network. Attitudinal.
What time of the day are they heading to the store?

                                                                                more than         In looking at the times grocery buyers are hitting the shops, it
                                                                                                  can be seen that many people are heading to do their grocery

                                                                                4 in 5
                                                                                                  shopping during the weekend between 1-5pm. This is most
                                                                                                  likely when people are doing their main shop for the week
                                                                                                  ahead.
                                                                    GBs are heading
                                            36%                             to store
                                                                                                  Plus, it’s interesting to note that people are also heading to the
                                                                                                  shops – probably for their top-up shops during the week after
             33%                                                        before 5pm
                                                                                                  work (5-8pm).

                                                                                                  By advertising during these key times, brands can talk to GBs
                                                                                                  right before they hit the shops

                  31%
                                                 27%                                                       41%             39%              10%            3%
                                                                                 24%                       shop at        shop at
                                                                                                                         Woolworths
                                                                                                                                           shop at         shop at
                                                                                                                                                             IGA
                                                                                                            Coles                           ALDI

                                                                                                                                      Weekdays       Weekend

                                                                                                        5%
                                                                                             8%                      4%                          1%
  Daytime (before 1pm)                   Afternoon (1-5pm)                 Early Evening (5-8pm)           Evening (8-11pm)           Late Night (11pm-5.30am)

Source: Nielsen CMV. Metro survey 3, 2014. Main Grocery Buyer. Today Network. Attitudinal.
What are their buying habits at the supermarket?

                                                                                                  71%
                                                                                                                 I spend the time to compare prices
                                                                                                                 between brands when I shop

                                                                                                  69%
                                                                                                                 When I shop I mainly purchase based on
                                                                                                                 what is on special or has a good promotion

                84 %                                                                              60%
                                                                                                                 When I shop I am mainly looking for the
                                                                                                                 same everyday items I always purchase

                                                                                                  59%
                                                                                                                 I always aim to vary my weekly meals,
                                                                                                                 so I look for something different
                   of GBs are spending
                   up to $150 per shop
                                                                                                  48%
                                                                                                                 I am attracted to new items and innovative
                                                                                                                 packaging in the supermarkets

                                                                                                  43%
                                                                                                                 I regularly purchase items on impulse
                                                                                                                 when shopping in the supermarket

Source: Nielsen CMV. Metro survey 3, 2014. Main Grocery Buyer. Today Network. Attitudinal.
Source: Southern Cross Austereo Today Network GB Survey. April 2014. Filtered. Main GB. Segmentation statements. N=528.
What motivates and influences them to buy certain products?

     “Q. When you are on a general grocery shop, which of the below motivate you to purchase a certain product?”

                         The best value                                                                          82%

             Specials and promotions                                                                          76%

                    The cheapest price                                                  50%
                                                                                                                     more than     82%
                                                                                                                    4 in 5
                             Multi-packs                             27%

    Products in the store catalogues                                 27%
                                                                                                                    of Today GBs look for the best value
        Premium/high quality brands                                 26%

      I have seen/heard it advertised                               25%                           Today Network GBs look for brands that
                                                                                                  offer the best value and are either on sale
                     It is a new product                            25%
                                                                                                  or are part of a promotion.
                          Store displays                    15%
                                                                                                  So when it comes to influencing the Today Network main
                            Store brands                  13%                                     grocery buyer next time they’re at the store, brands can’t
                                                                                                  go wrong by advertising about value, promotions or price.
              Award-winning products                   9%
                                                                                                              So where are they shopping for specific groceries?
                    Creative packaging                 9%

Source: Southern Cross Austereo Today Network GB Survey. April 2014. Filtered. Main GB. “Q. When you are on
a general grocery shop, which of the below motivate you to purchase a certain product?” N=528.
Today GBs shop at different places for different grocery products.

       The majority of Today GBs are buying all of their grocery products from their main
       supermarket…
       However, when it comes to buying certain items like fruit and vegetables, meat and poultry and health and beauty products,
       these GBs are purchasing from stand alone stores like fruit markets, butchers, bakeries and health food stores. So these
       types of businesses can also benefit from advertising on the Today Network.

                                                                                                95%
                                                                  84%
                                                                                                                             77%
      63%                           63%
                                                                                                                                                           52%

                                                    29%                                                                                                                      32%
                      23%
                                                                                                                                              19%
                 11%                                                                                                                                                       11%
            2%                            3% 3%            2%           5% 2% 7%                      2% 0% 1% 1%                   2% 0%           2%             2% 1%
                             1%                                                  1%

       Fruit and vegetables            Meat and poultry                  Deli items                 Everyday items              Bread and bakery             Health and beauty
                                                                                                      (milk/eggs)                    items                        products
                                                                                                                                                             (vitamins/haircare)

            Main supermarket             Another supermarket               A market         A stand alone store (fruits store/butcher/bakery)                      Other store

Source: Southern Cross Austereo Today Network GB Survey. April 2014. Filtered. Main GB. “Q. Where are you likely to purchase different grocery products?” N=528.
Online grocery shopping is a convenient option for some Today GBs.

         Whilst the majority of Today GBs prefer to head in-store to make their grocery purchases, there’s still a
         portion who like the convenience and ease of online shopping and home delivery.

                                                                                                       “Convenience during the working week. I can get what I need
                                                                                                     delivered after work on the day I need it without having to drag the

                      more than
                                                                                                     kids to the supermarket after a long day at childcare and school.”

                                                                                                        “It's much easier than walking around shops I can also see a
                                                                                                      running tally helping me to stick to our budget. And while waiting
                                                                                                        for the delivery I can be doing other things at home therefore
                                                                                                                          making the most of my time.

                                                                                                       “It's cheaper and it means that I have fresh bread and milk and
                                                                                                      bacon delivered to my door twice a week in the morning before I
                                                                                                                                 wake up.”

                       Today grocery
                    buyers shop online                                                                 “I like the convenience of not having to go to the supermarket,
                                                                                                      especially with children and that it gets delivered straight to my
                     for their groceries                                                             kitchen bench. I can also stick to my budget better by utilising the
                                                                                                                      cart summary on the ordering page.

Source: Southern Cross Austereo Today Network GB Survey. April 2014. Filtered. Main GB. “Q. Do you do any of your grocery shopping online?” Yes. N=88.
So how many GBs does the Today Network reach?
How many we reach and when these Today GBs are listening across the day.
Today can help you talk to a large portion of grocery buyers each week.

                                                                                                                           255,000
                                                                                                                           409,000

      1.1 million                              1,161,000
                                                                                                                           221,000
                                                                                                                           100,000
                                                                                                                           176,000

Source: GFK Radio Probe. Radio Ratings 4, 2014. National. Today Network. Grocery Buyers. Mon-Fri 5.30am-12midnight.Cume.
Reach grocery buyers at key times across the day with the Today Network.

    1,031,000 grocery buyers are listening between 5.30am-7pm
       400        breakfast                  606,000
                                             Are tuning in during
                                                                                                      drive                 670,000
                                                                                                                            Are tuning in during
       350                                   breakfast 5.30am-9am                                                           drive 3pm-6pm
       300
       250
       200
       150
       100                                          79%
                                                     Listen in the car
                                                                                43%
                                                                                 Listen at home
                                                                                                              14%
         50                                                                                                    Listen at work

           0

    The Today Network talks to a large portion of grocery buyers at key times across the day – during breakfast and drive. By
    advertising on Today, not only can businesses reach grocery buyers during these times, but could also influence children too
    who may be listening during the school drop-off or pick-up. Plus, with almost 4 in 5 GBs listening in the car, the more likely
    they are to remember your ad if they’re on the way to the store.

Source: GFK Radio Probe. Radio Ratings 4, 2014. National. Today Network. Grocery Buyers. Mon-Fri 5.30am-12midnight.Cume. Locations.
GBs are tuning into the Today Network’s popular breakfast and afternoon shows.

                                        239,000

                                         523,000                                                           919,000
                                         279,000

                                         109,000

                                         249,000
                                                                                                       1,196,000
Source: GFK Radio Probe. Radio Ratings 4, 2014. National. Today Network. Grocery Buyers. Mon-Fri 6am-9am & 3pm-4pm & 4pm-6pm.Cume.
FMCGs have found success on the Today Network in the past.

     When it comes to building awareness and consideration for your brand/product there’s no going past the
     Today Network. In the past, a variety of FMCG brands such as; tuna, cheese, oil, biscuits and muffins have
     all run campaigns on the Today Network with great success.

     The below looks at just some of the results, based on 8 recent FMCG campaigns on the Today Network, that your
     product/brand could achieve with Today.

        68% 27% 43%    Increase %                    Total % of respondents                        Increase % in agreement
                                                                                                                                10%
                                                                                                                               Total % of respondents

         Across the board,                          Of the FMCG brands                                With each FMCG               Many FMCG
       FMCG brands/products                            tested on Today,                            campaign, brands had      campaigns have seen a
          have built their                            results show high                              significant indexed     significant % of people
         awareness levels                          levels of consideration                              increases in             purchasing their
         through a Today                             to buy as a result of                          association with key      products. On average
       campaign with proven                        hearing the advertising                         brand statements as a        1 in 10 people are
             success.                                     campaign.                                         result.           influenced as a result.

Source: SCA Today Network Campaign Effectiveness Studies 2011 – 2014. Benchmarks from 8 studies.
When it comes to reaching grocery buyers, there’s no going past Today.

                           Whether it’s for fresh produce or a box of cereal, grocery
                           shopping is a necessity for all households.

                           But, how do you talk to grocery buyers to get your
                           products standing out from the crowd? By advertising on
                           radio with the Today Network.

                           The Today Network can help you talk to grocery buyers
                           at key times across the day and with popular breakfast
                           and afternoon shows, and provides the perfect
                           environment for brands to advertise on.
APPENDIX: A snapshot into the current environment of the industry.

    The supermarkets and grocery stores industry in Australia is worth

                                                                        The supermarket and grocery stores industry is
     This industry revenue is                                           one of the most fiercely competitive industries in
     forecast to grow by                                                the country - with the rapid growth of the
                                                                        German-owned ALDI causing a massive shift in
                                                                        the industry.
                                                                        The challenging retail environment has caused industry
                                                                        heavyweights to introduce price cuts across a range of everyday
                                                                        household items - both on private-label and branded products.
      …with the development
                                                                        Plus, busy lifestyles have contributed to time-poor shoppers and
      of online sales options                                           as a result have opened the door for convenient online shopping
      adding to this increase.                                          options.

Source: IBISWorld Report March 2014. Supermarkets and Grocery Stores.
Contact and research methodology.

What is Clear Decisions?
Clear Decisions is a Syndicated Multi-Media database that incorporates information collected from people aged 14+.
The data is collected through a combination of a 30 minute face to face interview, a self completion diary, and fused media currency ratings for TV (OzTam) and Radio (Nielsen).

Where does the information come from?
Nielsen Media Research has a team of over 400 experienced interviewers who conduct the survey. Every survey placed into the field is personally collected ensuring a high return rate.
Clear Decisions is in field 40 out of 52 weeks a year (no surveys conducted late December/early January due to the holiday season).
The Clear Decisions database is based on a rolling 12 month survey database (i.e The newest month of data is added and the oldest month is dropped). Databases are updated 10 times per year.

What is Radio Probe?
Radio Probe is the GfK re-analysis package specifically designed for quick, easy and flexible analysis of radio audience surveys.

Where does the information come from?
Both paper diaries and e-diaries are used for measuring audiences in the larger radio markets.

Eight surveys are done each year in each of the five major capital cities. These cities are surveyed for 39 weeks of the year. In addition other smaller markets are surveyed on an ad hoc basis. Radio diary
participants are geographically selected in proportion to the distribution of the population. Each market is split into geographic regions and sub-regions dubbed statistical local areas (SLAs). Each SLA is split further
into interviewing areas or census collectors districts (CD's).

Homes are then statistically selected and approached within these CD's. A "single source lifestyle questionnaire" is enclosed in the diary. The diary contains relevant lifestyle and purchasing habits/intentions
relating to the household.

Prepared by Southern Cross Austereo Research.
For more information please contact:

Paige Ross
 Research Analyst

paige.ross@sca.com.au
Phone: 07 3361 0109
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