NORDIC WINNING - nielsen.com

1 NORDIC WINNING . PERSPECTIVES Q2 2015 . Impactful perspectives on relevant topics for your business VIEW FR OM THE TO P. Taking responsibility, supporting good causes and focusing on the environment has become crucial for all of us. IN THE INDUSTRY. How far along is our industry in the journey of digital development? Health attributes in foods driving growth in all NORDIC countries. SET FOR SUCCE S S. nielsen Mirrow enables best in class in-store execution. Characterizing NORDIC Shoppers: Price Aware & Careful Planners. EUROPE SAYS. There are signs of improved consumer confidence in many of the European markets. Consumer confidence increased across all NORDIC countries, except Norway. STAY CONNECTE D. Connect with the authors of this issue, if you have any questions or comments. VIEW FROM THE TOP IN THE INDUSTRY SET FOR SUCCESS EUROPE SAYS STAY CONNECTED.

2 VIEW FROM THE TOP. Dear Reader nielsen volunteers worldwide will This is a trend we have seen emerge Summer is fast approaching and soon take time out to support charitable over several years and it looks like an it will be time to turn off the computer, organizations, non-profit initiatives area that is only going to grow in take a well-earned break and spend or environmental groups. In the importance as attitudes to social time with family and friends. Nordics we are proud to be lending issues change and empathy increases. our support to Red Cross, a home Another trend we have identified is But before we reach the holiday for the elderly and a crisis center that consumer confidence is on its period there is still a lot we look for single parent families. way back up globally and, we are glad forward to achieving.

3 At nielsen , to report, countries feeling more one of our annual highlights is Taking responsibility, supporting positive include Sweden, Finland and nielsen Global Impact Day (NGID). good causes and focusing on the Denmark. You can read more about Taking place on 11th June, this environment has become crucial consumer confidence in this issue of special event sees colleagues from for all of us. We are finding that WINNING Perspectives, as well as nielsen join together to make an corporate social responsibility is learning more about nielsen 's new impact in our communities, globally. something consumers and launch, Mirrow. Other hot topics we The event, which is organized by our companies are increasingly focused explore cover how ecommerce and social responsibility network, on. In a recent study carried out by technology is changing shopping nielsen Cares, was first held in 2012 nielsen in North America and behavior and the latest consumer and since then it has gained Europe, 67 per cent of trends in the grocery sector.

4 Have a momentum every year. This year respondents especially the wonderful summer and enjoy reading! we expect nielsen Global Impact young said they'd prefer to work Day to be bigger than ever, and for companies that have active Cecilie Westh anticipate that around 22,000 CSR programs in place. Market Leader Nordics NORDIC WINNING PERSPECTIVES | Copyright 2015 The nielsen Company. Confidential and proprietary 2. VIEW FROM THE TOP IN THE INDUSTRY SET FOR SUCCESS EUROPE SAYS STAY CONNECTED. IN THE INDUSTRY MUCH ADO ABOUT DIGITALISATION: HOW FAR HAS DIGITAL PROGRESSED. How far along is our industry in the IN GROCERY? >. journey of digital development? Health attributes in foods driving growth in all NORDIC countries. HEALTHY EATING TRENDS IN THE. NORDICS: CATEGORIES WITH HEALTH. ATTRIBUTES ARE GROWING IN.

5 ALL NORDIC COUNTRIES >. NORDIC WINNING PERSPECTIVES | Copyright 2015 The nielsen Company. Confidential and proprietary 3. VIEW FROM THE TOP IN THE INDUSTRY SET FOR SUCCESS EUROPE SAYS STAY CONNECTED. MUCH ADO ABOUT DIGITALIZATION. HOW FAR HAS DIGITAL PROGRESSED IN GROCERY? There's no denying it: digital is intent. Across the Nordics, the Digitalization is more purchase. Implementing digital redefining what it means to go categories with the highest online than Online Shopping strategies in-store is no longer just a shopping. And as shoppers become purchase intent revolve around nielsen research shows that retailers nice-to-have such strategies can accustomed to ordering anything from personal care. The top five categories have plenty of room to grow when it increase browsing time, engagement holidays to takeaway meals online, they by country are shown in the graph.

6 The comes to digital enablement, with levels, basket-size and shopper are increasingly keen to benefit from only food category in top ten is pasta in options open to them that can engage satisfaction. the same levels of convenience when it Denmark, which sits at number eight. the consumer early on the path to comes to their weekly grocery shop. But how far along is our industry in the journey of digital development? nielsen 's Global survey on Retail Store The findings show that: Format Preferences sheds some light on the situation. The study, part of One quarter of global respondents now order groceries online for home delivery, nielsen 's Global Online survey , polled but in Europe, the average is much lower at 13 per cent. 30,000 respondents in 60 countries with the aim of understanding how Shopping for groceries online is less popular in the Nordics than in Europe as a digital technology will shape the retail whole, with fewer than one in ten respondents ordering groceries online.

7 Landscape of the future. Virtual shopping baskets don't Willingness to purchase groceries online is high however, with over 50 per cent necessarily mirror physical ones. In in Denmark, Norway and Sweden saying they would order groceries online. Only fact, the study shows that stock-up Finns are a little less enthusiastic with 41 per cent saying they are willing to order categories such as personal care and online for home delivery. household products top the charts when it comes to online purchase NORDIC WINNING PERSPECTIVES | Copyright 2015 The nielsen Company. Confidential and proprietary 4. VIEW FROM THE TOP IN THE INDUSTRY SET FOR SUCCESS EUROPE SAYS STAY CONNECTED. Looking at the results of the survey , TOP 5 CATEGORIES WHERE ONLINE PURCHASE INTENT IS HIGHEST. Sweden comes through as leading Q: Which of the following food , grocery or personal care items do you intend to buy online in the next 6 months?

8 The digitalization race in the Nordics. The Swedes appear especially keen to speed up the checkout process in- store, with 38 per cent currently EU Average DENMARK FINLAND. using self-service checkouts and the same proportion using hand-held 1. Body 1. Shampoo / 1. 18%. store scanners. These levels are well above the European averages of 23 2. Shampoo / 24% 2. 15% 2. Shampoo / 17%. per cent and 11 per cent respectively. The usage of online and mobile 3. 22% 3. 3. Vitamins / coupons and shopping lists, as well as the downloading of retailer apps to 4. Laundry 22% 4. 4. receive information and offers is also 5. 22% 5. Dish 5. Body higher in Sweden than it is, on average, in Europe. To find out more about changing NORWAY SWEDEN. shopping preferences and strategies for ecommerce success, download the full global report here.

9 If you 1. 18% 1. Body have any questions, please contact 2. Facial 14% 2. 16%. Sanna Kotakorpi. 3. Shampoo / 14% 3. Shampoo / 4. Body 4. 5. 5. NORDIC WINNING PERSPECTIVES | Copyright 2015 The nielsen Company. Confidential and proprietary 5. VIEW FROM THE TOP IN THE INDUSTRY SET FOR SUCCESS EUROPE SAYS STAY CONNECTED. HEALTHY EATING TRENDS IN THE NORDICS. CATEGORIES WITH HEALTH ATTRIBUTES ARE GROWING IN ALL NORDIC COUNTRIES. Turn on the TV, flip open a magazine or log onto the Internet and chances are In Sweden, there is a growing tendency to eat more vegetables and less meat. you will see a headline about how you can quickly drop unwanted weight, by This is cited as both for the sake of the environment and for health benefits. doing the latest exercise craze or fad diet. While obesity rates around the At the same time, there is significant growth of gluten-free and lactose-free world and also in the Nordics - are increasing, the good news is that products in a variety of categories.

10 Within Sweden's top 20 fastest growing consumers are attempting to take charge of their health. categories are Cereal and Health Bars, Curd and Cottage Cheese and Frozen Berries, which is in line with trends we see in the wider NORDIC region. This fact was highlighted in a recent nielsen study covering health and diet Vegan food has become very popular in Sweden and this may reflect that trends around the globe. The study showed that when asked about the consumers have become more aware of their health, climate and animal perceived health benefits of foods and how they influence their purchase welfare. The Swedish breakfast has changed as well, from the more traditional decisions, 62 per cent of NORDIC consumers said they consider whole grain pre-packed bread to berries, cottage cheese and cereals.