1、 2022 Nielsen Consumer LLC.All Rights Reserved.E-commerce Success in 2023 and BeyondOctober 27,20222 2022 Nielsen Consumer LLC.All Rights Reserved.Meet your presentersVaughan RyanMD,E-commerce,APACNielsenIQDidem Sekeral ErdoganMD,Turkey and Analytics Leader AMENielsenIQCansu SeverE-commerce Director

2、Coca-Cola Icecek(CCI)Roberto van TaunayCommercial Lead,E-commerce,Western EuropeNielsenIQBrandy NiuVice PresidentJD.comCindy YangVP,E-commerce,ChinaNielsenIQPrafull BabarDirector,E-commerce,India,NielsenIQ3 2022 Nielsen Consumer LLC.All Rights Reserved.Acceleration of e-commerceVaughan Ryan Managing

3、 Director,E-commerce,Asia Pacific4 2022 Nielsen Consumer LLC.All Rights Reserved.E-commerce has been the indisputable winner during CovidSource:NielsenIQ Retail&Consumer Panels*USA,Mexico and Brazil data belongs to 2020 prepandemic&postpandemic periodsE-com Value Split in FMCG Sales(%)20202021S.Kore

4、a31,6%34,8%China31,1%31,6%USA*9,0%15,0%UK11,5%13,4%Mexico*3,0%12,0%Taiwan8,1%9,8%France7,8%8,3%Brazil*4,0%8,0%Turkey4,0%5,7%Sweden4,6%5,7%Russia3,3%5,4%Netherlands3,5%5,3%Spain2,5%2,9%India2.3%2.4%Portugal1,7%2,4%Italy1,9%2,3%Germany1,0%1,4%Hungary1,0%1,1%Switzerland0,6%0,8%5 2022 Nielsen Consumer L

5、LC.All Rights Reserved.0.580.510.420.400.390.370.360.360.340.330.320.240.20PricingDiscounts/PromotionsDelivery timeAvailabilityRatings/text reviews from userAssurance of product deliveryProduct DescriptionTrusted Online VendorProduct Ingredients/SpecsReturn PolicyDescription of the products benefitO

6、pinions from friends/FamilyOpinions from experts/InfluencersSource:NielsenIQ APAC BASES Survey,February 2022CPI Q1 2022(%)Top factors when buying onlineInflation driving further growthEverything is pointing to e-commerce continued acceleration0.91.22.35.15.45.55.87.98.010.7JapanChinaIndonesiaAustral

7、iaIndiaUnited KingdomGermanOECD TotalUnited StatesBrazilSource:OECD CPI results Total Q1 20226 2022 Nielsen Consumer LLC.All Rights Reserved.Source:NielsenIQ RMS FMCG MAT and quarterly Q2 2022,Hypermarkets 29 markets,Supermarkets 34 markets,Small Superettes 28 markets,Convenience 33 markets,Drug 39

8、markets,Traditional Trade 41 markets,Discounters 16 markets,Ecommerce 12 markets,On Premise 13 markets.*Fact:Value%growth vs YA(unweighted)Note:Italy excluded from Global and Regional benchmarksNote:Ukraine data sourced from Scantrack from Q122Heavily impacted by lockdowns,On Premise rebound as rest

9、rictions are lifted,but eCommerce continues to grow,FMCG channel performance%Growth vs YA6.5%3.3%7.5%9.6%3.8%6.3%26.4%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%Q3 2021Q4 2021Q1 2022Q2 2022 Grocery Convenience Drug Traditional Trade Discounters eCommerce On Premise6.5%3.3%7.5%9.6%3.8%6.3%26.4%0.0%5.

10、0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%Q3 2021Q4 2021Q1 2022Q2 2022 Grocery Convenience Drug Traditional Trade Discounters eCommerce On Premise7 2022 Nielsen Consumer LLC.All Rights Reserved.Source:NielsenIQ RMS FMCG MAT and quarterly Q2 2022-Ecommerce 12 markets consideredAsia Pacific n=3,North Ameri

11、ca n=1,East Europe n=2,West Europe n=5.And after the rapid increases of the pandemic,e-commerce continues to grow over most regionsChannel performance%value growth vs YA0.8%-2.9%46.4%-5.8%14.5%Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Q2 2022EuropeWEEEAPAC&CNNA8 2022 Nielsen Consumer LLC.All Rights Reserve

12、d.Source:NielsenIQ RMS FMCG MAT Q2 2022Fact:Value%growth vs YA(unweighted)Note:Grocery is Modern Trade,Hypermarket,Supermarket,and Small Superettes(AME Hypers/Supers incl Grocery)Note:for Global and regional aggregates;WE excludes Italy,EE excludes SerbiaNote:Ukraine data sourced from Scantrack from

13、 Q122FMCG Channel performance across regions-0.2%West Europe6.9%North America11.6%East Europe14.1%Latin America20.7%Africa Middle East1.6%Asia Pacific and China6.0%3.2%8.5%15.0%Grocery Convenience Drug eCommerce-0.9%1.8%6.6%-2.3%-0.4%3.0%Grocery Convenience Drug Traditional Trade Discounters eCommer

14、ce12.3%11.9%12.4%8.0%13.2%69.3%Grocery Convenience Drug Traditional Trade Discounters eCommerce12.2%11.8%19.3%10.4%Grocery Drug Traditional Trade On Premise13.2%11.8%5.5%28.3%45.5%Grocery Convenience Drug Traditional Trade On Premise0.7%5.0%7.5%3.5%-1.8%0.9%20.8%Grocery Convenience Drug Traditional

15、Trade Discounters eCommerce On Premise9 2022 Nielsen Consumer LLC.All Rights Reserved.What is the ceiling on e-commerce?Share of online sales,South Korea vs US in%South Korea is the worlds largest online FMCG market by value shareSKs e-commerce trend is typically about 10 years ahead of the rest of

16、the worldThe global pandemic fueled online sales in SK which relies partly on COVID,partly on convenience.Currently,online projections are expected to surpass traditional channelsA most likely scenario will be that the rest of world will follow the South Korean e-commerce growth trend-see U.S.exampl

17、e.Two valuable lessons for FMCG players and brands:Invest in e-commerce now but be prepared to be flexible to the changing market dynamics to continue a growth trajectory in the futureAs Apple founder Steve Jobs once said:“You cant just ask a customer what they want.By the time you build it,its too

18、late.”15%60%28%72%30%80%23%61%South Korea 2010South Korea 2020U.S.2020U.S.2030 Est.BeautyBabySource:+NIQ e-commerce sales&forecast10 2022 Nielsen Consumer LLC.All Rights Reserved.Source:NielsenIQ RMS and CPS data to June 2022.Other includes mom&baby stores,department stores,schools,HORECA etc where

19、trackedIts not online or offline but OMNI50%of global E-Commerce sales comes from Asia&continuing to grow even with slower pace vs the start of the pandemic,it is clearly the 2nd biggest channel in Asia behind Traditional Trade44.9%45.2%46.5%16.2%18.4%18.4%17.7%15.9%14.8%12.3%11.8%12.0%5.3%5.4%5.1%3

20、.6%3.4%3.1%MAT 2YAMAT LYMAT TYDrugstores/Pharma/CosmeticsOtherCVS/MinimarketHyper/SuperOnlineTraditional TradeValue share of trade in Asia Pacific Online importanceMAT 2YAMAT LYMAT TYTrend South Korea31,0%36,0%38,0%China27,5%29,8%30,2%Singapore1 0,4%1 4,7%1 6,9%Australia7,3%1 0,5%1 2,2%Taiwan7,0%8,7

21、%1 0,1%Hong Kong2,9%4,9%5,0%India1,7%2,3%2,3%11 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.In conversation withBrandy Niu,Vice President,JD.comCansu Sever,E-commerce Director,Coca-Cola Icecek(CCI)Moderated by:Didem Sekeral Erdogan,MD,Turkey and Analyt

22、ics Leader AME,NielsenIQPUBLICE-Commerce evolution changes in line with market developmentGeneration 1Generation 2Generation 3HyperDevelopedDevelopedEmergingDevelopingC2CMarketplaces3PMarketplacesPure-Play&OmnichannelDirect toConsumerMarket DevelopmentRetail GenerationsInformal&Traditional mom&popTr

23、aditional SupermarketsHypermarket Cash&CarryClubs,Convenience,Express&DiscountersCategory SpecialistsHistorical Ecommerce Entry PointSmall,Digitally Integrated StoresAlgorithm Driven CommerceMass PersonalizationC2BSeamless RetailSocialCommerceGeneration 4PUBLICDigital Success is a journey which need

24、s continuous improvementHave a common understanding on EcommerceSet Up the right organizational structureDefine&Fulfill Capability Gaps Data Analytics kick off&Scorecard Tracking Leverage Function Agnostic OrganizationLevel 1Level 2Level 3Level 414 2022 Nielsen Consumer LLC.All Rights Reserved.2022

25、Nielsen Consumer LLC.All Rights Reserved.In conversation withBrandy Niu,Vice President,JD.comCansu Sever,E-commerce Director,Coca-Cola Icecek(CCI)Moderated by:Didem Sekeral Erdogan,MD,Turkey and Analytics Leader AME,NielsenIQ15 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.

26、All Rights Reserved.Accelerating growth with essential dataRoberto van TaunayCommercial Leader,E-Commerce,Western Europe16 2022 Nielsen Consumer LLC.All Rights Reserved.Source:NielsenIQ Foxintelligence e-commerce consumer panel of 1.3 million panelistsCOVID-19 has resulted in an acceleration in e-co

27、mmerce usageWhile for some countries 1H 2022 showed a slowdown vs.2021,acceleration visible across all countries in 2H17 2022 Nielsen Consumer LLC.All Rights Reserved.Source:NielsenIQ Foxintelligence e-commerce consumer panel of 1.3 million panelistsThe oldest and youngest generation have shown the

28、strongest increase in their online spending compared to January 2020Generation Z:27 years Generation Y:28-42 yearsGeneration X:43 62 yearsGeneration B:63 years18 2022 Nielsen Consumer LLC.All Rights Reserved.Source:NielsenIQ Foxintelligence e-commerce consumer panel of 1.3 million panelistsDue to th

29、e 24/7 model,the key shopping moments have changed Important to understand when consumer activation is most impactful#1%of categories#2%of categoriesFrance40%16%Germany42%27%Italy31%29%Spain32%23%UK32%21%MondayTuesdayMondayMondayMondayMondayFridayFridayTuesdayTuesday19 2022 Nielsen Consumer LLC.All

30、Rights Reserved.Source:NielsenIQ Foxintelligence e-commerce consumer panel of 1.3 million panelistsZoom in to optimize your consumer activations to ensure to be top of mind when consumers make their purchase decisionsExample:salty snacks in France.While Friday and Thursday are the days where consume

31、rs spend most,there are other important timeslots to be top of mind20 2022 Nielsen Consumer LLC.All Rights Reserved.Quick commerce/rapid delivery:what to expect?21 2022 Nielsen Consumer LLC.All Rights Reserved.Source:NielsenIQ Foxintelligence e-commerce consumer panel of 1.3 million panelistsConsume

32、r demand is clear:rapid deliveries is relevant however behind in Southern EUShare of quick commerce within number of orders in 2022 comparing total country versus capital city*Note:Getir is excluded in the UK22 2022 Nielsen Consumer LLC.All Rights Reserved.Source:NielsenIQ Foxintelligence e-commerce

33、 consumer panel of 1.3 million panelistsand there is more potentialQuick commerce is currently used more often for specific categoriesBaby foodHealth careHome carePersonal carePet foodConfectionary DairyMeat,fish,vegetarian,veganNon-alcoholic beveragesAlcoholic beveragesBread spreadsFruit&vegetables

34、Pasta,rice,sauces.Pizza,salads,RTE mealsSalty snacks23 2022 Nielsen Consumer LLC.All Rights Reserved.Source:NielsenIQ Foxintelligence e-commerce consumer panel of 1.3 million panelistsanother trend with potential:direct to consumerAvailable data shows D2C importance especially in coffee,cosmetics,na

35、ppies,perfumes,personal care,pet food,and vitamins,minerals&supplement1 out of 18 orders1 out of 71 orders1 out of 52 orders1 out of 31 ordersDTC/All merchants DE:33/159 ES:23/108 FR:81/200 IT:10/105 UK:43/16624 2022 Nielsen Consumer LLC.All Rights Reserved.Source:NielsenIQ Foxintelligence e-commerc

36、e consumer panel of 1.3 million panelistsTop 10 fastest growing brands in e-commerce per countryScope:FMCG top 100 brands(excl.private label)in value sales,YTD Oct 2022 vs.2021Next to known brick&mortar brands,several examples of direct to consumer and e-com exclusive brands within the fastest growi

37、ng biggest online brands*Note:first selection criteria is size,and following growth.Above doesnt imply that these brands are always the fastest growing brands in their respective categories 25 2022 Nielsen Consumer LLC.All Rights Reserved.2022 Nielsen Consumer LLC.All Rights Reserved.What lies ahead

38、 for e-commerceCindy YangVice President,E-commerce,China Prafull BabarDirector,E-commerce,India26 2022 Nielsen Consumer LLC.All Rights Reserved.18.72 21.06 20.88 21.87 39.63 25.19 25.35 15.55 22.65 21.04 20.95 29.90 17.89 19.92 19.65 20.72 40.55 24.78 23.34 16.92 23.13 20.55 21.26 26.85 17.26 Online

39、OfflineJul20Aug20Sep20Oct20Nov20Dec20Jan21Feb21Mar21Apr21May21Jun21Jul21Aug21Sep21Oct21Nov21Dec21Jan22Feb22Mar22Apr22May22Jun22Jul 22FMCG Online&Offline share and growth93.591.691.492.692.991.592.592.292.992.36.58.48.67.47.18.57.57.87.17.7Q120Q220Q320Q420Q121Q221Q321Q421Q122Q222TT+MTEcomAll METRO IN

40、DIACOVID ICOVID IISource:NIQ Ecom trackingMAT March 22 value growth for e-commerce at 14.4%.Online FMCG penetration grew from 15%pre COVID to 25%Post COVIDHeadroom for e-com growth in a market dominated by traditional tradeIncreasing smartphone penetrationFaster and economical delivery infrastructur

41、eGreater adoption in Tier II and Tier II towns Simpler payment optionsFMCG Value contribution%Consumers start to look for products from Omni channels*Source:Nielsen IQ e-track index:Nielsen Consumer Intelligence(Consumer Panel)|Period:Nov19 to Nov21,Post Cancellations/returns|FMCG27 2022 Nielsen Con

42、sumer LLC.All Rights Reserved.Source:NIQ Ecom tracking 2022 Jun.MATFMCG growth trendTotal e-commerce sales value contributionPersonal care/Necessities drove online migration trend in China,while Beauty&Fashion gained momentum in India e-commerce42%32%15%22%13%14%7%7%5%5%11%13%7%7%20202021MobileElect

43、ronics and AccessoriesKitchen&HomeFashionLarge appliancesFMCG and Personal CareOthersNon foods FMCG categories growing at 37%vs YABeauty&Hair,Personal&Home hygiene expected to gain further momentumNecessities/Personal CareFood&BeverageOnline Growth+-0Food CategoriesNon Food CategoriesOffline Growth3

44、3%Categories22%CategoriesSource:NielsenIQ India Consumer Panel,Jan 2020 Dec 2021*Source:Nielsen IQ e-track index MAT NOV 2128 2022 Nielsen Consumer LLC.All Rights Reserved.Source:2021 Financial statement of relevant companyEmerging channels,such as Quick Commerce(O2O)and Social Commerce surge to mee

45、t different consumption scenarioVertiaal EC2%Wechatmini-program17%Mainstream EC73%Social/Content Ecom6%+13%2021 Ecom Channel GMV Share&GrowthSocial/Content Ecom:Tiktok,Kuaishou,Dewu,XHS；O2O New Retail:Meituan,ELM,JDDJ,HEMA,Others Wechat miniprogram:mainly brand/retailer owned+322%Product VarietyPric

46、e Comparison Convenience Delivery SpeedFresh and Quality productDetailed Product Information +88%Appealing ContentsLivestream Commerce with Persuasive HostO2O New Retail2%Quick commerce and Brick&Click retailers promising deliveries as early as 10 minutes29 2022 Nielsen Consumer LLC.All Rights Reser

47、ved.Source:NIQ Ecom trackingContribute 40%sales of the whole yearFMCG Monthly Order contribution%Key online festival sales performanceOnline consumers are deal crazyKey festivals take important part of online sales0%5%10%15%20%25%30%35%40%Aug21Sept21Oct21Nov21Dec21Jan22Feb22Mar22April22First 5 days

48、of the month6th-15th day16th-25th dayLast 5 Days of the month61%36%58%Independence dayDiwaliRepublic dayCNY618 FestivalDouble 11 FestivalY2020Y2021vs.non-peak salesX 1.3X 1.6X 2.5Growth in orders in the sale week vs.rest of the month*Source:Nielsen Consumer Intelligence(Consumer Panel)|Post Cancella

49、tions/returns 30 2022 Nielsen Consumer LLC.All Rights Reserved.Focus on the fundamental and embrace the trendsFundamental NeedsUpgrade with InnovationMost Valuable ConsumersPromotion&Value for moneyRising of health consciousnessBeauty&FashionGen Z&the Grey/Silver31 2022 Nielsen Consumer LLC.All Righ

50、ts Reserved.Value For Money-Promotion and livestream continuously strengthen to attract consumers attentionTmall Promotion%in Ecom Festival-12%-13%-16%20216182021Double 1120226183.8%3.8%3.4%7.2%9.7%13.5%2021Q12021Q222021Q32021Q42022Q12022Q2Share of B2C livestream item count71%vs.2020+3%Consumer attr

51、acted by the promotion of Ecom festival54%vs.2020+10%Consumer seek for lower discount in livestream44%vs.Global+20%Consumer prefer to choose products“Value for money”Economy package is welcomed“Bundle pack”“Multi pack”“Full box”.2X5X Growthvs.category total growthSource:NIQ online shopper trend,NIQ

52、Ecom tracking32 2022 Nielsen Consumer LLC.All Rights Reserved.Source:Nielsen E-commerce Consumer Panel(eAnalytics),Average discounts from Digital Shelf tracking solution for select retailers in top 8 metros*Personal Care includes FMCG Personal categories such as Soaps,Shampoo,Skin Creams,Face Washes

53、 etcSpending per shopper grows as discounts increase85286586278795418%17%21%21%23%0%5%10%15%20%25%020040060080010001200Mar22Apr22May22Jun22Jul22Spends per shopper(INR)Average DiscountsPersonal Care33 2022 Nielsen Consumer LLC.All Rights Reserved.Sources:World Health Organization,NIQ My Ecom MAT2206U

54、pgrade opportunity-Consumers are willing to pay premium for health-related products.Top selling products with health concept-Food&BeverageCSD0 Sugar0 Calorie0 FatLiquid MilkOrganicFor unique needsChocolate0 SugarLow Fat+40%Price index:139+60%Price index:289+32%Price index:226Weight Management:32%Chi

55、nese consumers are overweightHealthy lifestyle:73%Chinese consumers are actively seeking a better lifestyle than ever beforeNutrition Management:89%Chinese consumers put nutrition as top priority Consumers attitude to health&wellness34 2022 Nielsen Consumer LLC.All Rights Reserved.Source:Nielsen E-c

56、ommerce Consumer Panel(eAnalytics),Premium based on spends per shopperLooking good shows up in the booming Fashion and Beauty segments1.2x1.3x1.9xUsers for Jun 22 indexed to June 21Fashion RetailersBeauty RetailersPremium vs category,Jun 22 0.6x1.6x1.1x0.7x1.6x35 2022 Nielsen Consumer LLC.All Rights

57、 Reserved.Source:NIQ X Bilibili Genz study report,NIQ global consumer health attitude study,JD the Silver online consumption studyNew online consumption power68%Willing to spend more for improving life quality69%Passionate about buying new products as a pleasure in life Willing to spend more for pro

58、ducts with good quality75%X 4.8（vs.2001-2006)Factors which impact shopping decision of GenZWith good qualityDelicate and with goodappearanceProvide thoughtfulserviceMeet personal interestsValue for moneyAging populationThe elderly population over 60 are rapidly expanding 18.920.030.020212025e2035eGe

59、nZs Shopping AttitudeThe Silversonline shopping sales increased36 2022 Nielsen Consumer LLC.All Rights Reserved.Play inOmni-channelFocus on FundamentalValue MoneyUpgrade withInnovationTrends Consumers are willing to pay premium for what they care most,either Health&Wellness or beauty.Look ForMost Va

60、luable Consumers GenZ pursue quality and freshness The Silver are becoming more online-savvy Consumers seek for better quality with cheaper price,and are enthusiastic for promotion and lower discount Value for money products are welcomed 2022 Nielsen Consumer LLC.All Rights Reserved.About NielsenIQA

61、rthur C.Nielsen,who founded Nielsen in 1923,is the original name in consumer intelligence.After decades of helping companies look to the future,we are setting the foundation for our future by becoming NielsenIQ.We continue to be the undisputed industry leaders as evidenced by our experience and unma

62、tched integrity.As we move forward,we are focused on providing the best retail and consumer data platform,enabling better innovation,faster delivery,and bolder decision-making.We are unwavering in our commitment to these ideals and passionate about helping clients achieve success.For more information,visit:Stay ahead by staying