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Shopper Trends
Asia Pacific 2010
The latest in retailing
and shopper trends for
the FMCG industry
August 2010
About The Nielsen Company
We are a leading global information and measurement company that provides clients with a comprehensive
understanding of consumers and consumer behavior. We deliver critical media and marketing information,
analytics and industry expertise about what consumers watch (consumer interaction with television, online
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leader in measuring and analyzing consumer behavior in the segments in which we operate.
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Our Buy segment provides retail transactional Our Watch segment provides viewership data and
measurement data, consumer behavior information analytics primarily to the media and advertising
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packaged goods industry. Our extensive database of
retail and consumer information, combined with Within our Watch segment, our ratings are the primary
our advanced analytical capabilities, helps generate metrics used to determine the value of programming
strategic insights that influence our clients’ key and advertising in the U.S. total television advertising
business decisions. marketplace. In addition to the United States, we
measure television viewing in 29 countries. We also
We track billions of sales transactions per month in measure markets that account for approximately 80%
retail outlets in approximately 100 countries around of global internet users and offer mobile measurement
the world and our data is used by our clients to measure services in 10 countries, including the United States,
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offering such extensive global coverage for consumer
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their sales, improve their marketing mix and establish
stronger consumer relationships.
2
Contents
Executive Summary Country Highlights
• Retail & Shopper Trends in Asia Pacific 2010 4 Pacific
• Australia 16
Regional Highlights • New Zealand 17
• Share of Trade
3
Executive Summary The big increase in the consumer index for the Asia Pacific
region was led by Vietnam (+18) and Singapore (+5). The
region also took 6 of the top 10 spots globally, in terms of
consumer confidence: India (129), Indonesia (119), Vietnam
Retail & Shopper Trends 2010 (119) The Philippines (113), Singapore (112) and Australia (108).
Peter Gale Of these countries, India and Indonesia occupied the top 2
positions globally.
Managing Director – Retailer Services
Asia Pacific, Middle East & Africa In Q2 2010, 43% of consumers in the region felt good about
The Nielsen Company spending on items they want and need over the next 12 months,
compared to 36% in Q3 2009. While consumers are also saying
2009 a tough year for retailers in most Asia that they plan to change their spending to save on household
expenses, they plan to spend their spare cash in areas including
Pacific markets but light appearing at the end
Clothes and New Technology which should be positive for
of the tunnel
the Hypermarket channel, which suffered from the cut back
Volume growth down in 2009: Throughout the Asia Pacific in general merchandise sales during 2009. They also plan to
region, countries experienced a lower level of grocery sales increase spending on out-of- home entertainment which may
growth in 2009 compared to the very strong performance be less positive for the grocery trade, particularly in developed
in 2008. Discounting the effects of lower inflation on absolute markets, where the move to entertaining at home had a positive
sales dollars, volume growth was significantly lower in effect on grocery sales in 2009.
many markets.
4
numbers increased from just over 2000 to more than 11,500. It
is now difficult in many cities to stand on a corner and not see
at least 2 of these stores!! The impact of mini-markets on where
people shop has been significant as their share of trade has
increased nearly six-fold to over 17%. Indonesia is also a market
where Hypermarkets have grown strongly but where there is
still room for expansion with only 43% of shoppers using one
on a regular basis.
5
Hypermarket growth stalls: a short term effect? In Korea, 34% of shoppers’ choice of stores to patronize is
influenced by the stores’ promotional leaflets, nearly 20%
One of the clear effects of the 2009 economic downturn was more than the average for the region. The story is different in
a halt in the forward march of Hypermarkets in many countries. Indonesia, where shoppers were less inclined to buy based on
In a number of countries such as Korea and Taiwan, we saw promotional offers. As sales dropped sharply, shoppers were
Hypermarkets lose as much as 1% share as shoppers used more likely to focus on buying the brands that they trusted
them slightly less frequently. This was quite possibly an effort rather than risking their money on products they were not
from shoppers to try to save money by avoiding the larger familiar with, even if these were priced competitively. Indonesia
stores where they are faced with more non-discretionary is also the country where the highest proportion of shoppers
spending temptations. (81%), claims to choose stores purely based on convenience
(store location). This may well be due to the preponderance of
At the same time, many countries saw a growth in the usage
conveniently located mini-markets.
of smaller supermarkets or mini-markets, stores that offer
shoppers a more convenient local grocery shopping option
and lower travelling costs. So, what is going to happen during the next
decade?
In Korea, the number of shoppers who used supermarkets as
their main channel increased from 17% to 23%, reversing a Many of the trends we have seen over the last decade will
declining trend we had seen for more then 10 years. Regular no doubt continue.
use of Supermarkets also increased for the first time in many
years in Taiwan, Indonesia and Thailand, markets that have Size matters: There will be further growth in large format
had strong development of Hypermarkets. Whether this trend stores offering consumers low prices, a wide assortment and a
continues through 2010, as consumer confidence returns and spacious shopping environment, particularly in the developing
shoppers start to increase their spending, remains to be seen. markets. In countries where they are already dominant, there
may well be a challenge from more convenient smaller format
It is possible that Hypermarkets may find growth harder to stores and also a need for retailers to refresh their offer to
come by in a number of markets, with retailers continuing to capture and/or keep the interest of shoppers.
invest in smaller formats, offering shoppers more convenient
“top-up” shopping. In many cases the smaller formats are Convenience: Convenience stores typified by 7-Eleven will
being opened by the leading Hypermarket chains in an effort continue to grow strongly in all countries, with a big driver of
to expand their footprint to smaller catchment areas that this likely to include an ever-expanding offer in food services
cannot support a larger store, or to capture spending from as well as many other services aimed at making everyday life
different shopping trips other than the main “stock-up” trip. even more convenient.
The development of this multi-format strategy in Asia follows a Concentration of trade: Retailer concentration will increase
retail trend we see being implemented globally. very much at the same rate that we saw over the last few years,
shifting by 1 to 2% annually. The occasional bigger changes
Shoppers become more focused on value in 2009 will be driven by mergers and acquisitions as retailers strive
to drive profitability through size.
A prominent impact of the economic downturn on shopper’s
behavior was an increased focus on value across all markets. The traditional trade will remain an important retail channel
This was partly due to the economic downturn, but was also in most developing markets, although they will lose share at
retailer driven with the amount of retailer promotional activity a rate of about 1% per year. For the region, this is likely to be
increasing sharply in a number of markets. slower than the preceding decade as there will not be the
same size of impact from China.
The proportion of shoppers who claim to be promotion
seekers increased noticeably, particularly in some of the While India will have a lot of focus from a regional perspective
developing markets such as Vietnam, India and China. Malaysia with investment being ramped up again over the next few years,
was another market where promotions became even more the speed of change is unlikely to bear much resemblance to
important despite it already having one the highest proportions what was experienced in China. While we still saw 16% growth
of promotion-sensitive consumers.
6
in modern trade stores in 2009, it was definitely a year of popularity, the wealth of customer data and insights gained
consolidation and the overall share of sales these stores will increasingly be central to the shopper engagement
account for remained at only 5%. strategies for many leading chains.
Only 30% of urban shoppers use supermarkets or hypermarkets Private Labels: The private label concept is still undeveloped
regularly, with only 14% claiming to usethem as their main in all Asian markets, with only Hong Kong having a share above
store. During 2009 the average number of different chains used 5%. This opportunity will be developed over the next 10 years
on a regular basis actually dropped from 2.4 to only 1.8. India but how quickly it will grow will be dependent on how much
has probably the strongest traditional trade with its Kirana retailers invest, not just in product development and quality but
stores successfully meeting shoppers’ needs for convenience also in actively marketing and selling the concept to shoppers.
and personal service. As well as competition, there are a
number of other issues modern retailers will need to overcome “Wired” shopping habits: Technology is the final trend which
to be successful, particularly the development of an efficient is likely to fundamentally alter how and where shoppers spend
and cost effective supply chain. their money and interact with retailers. Whether it is through
TV shopping, on-line retailers, mobile phone applications or
Retaining shoppers: Shopper loyalty and creating social networking sites, the application of technology is likely
differentiated retail brands will be key themes in many of to be the area where we see some of the biggest changes by
the more developed markets, where retailers have a strongly- the year 2020.
established footprint and as competition between the leading
chains becomes keener. We have started to see the launch of In Korea, the transformation has already begun. We now see
many types of loyalty cards but the jury is out as to whether 4% of shoppers claiming to use the internet for the majority
these cards will truly provide differentiation for retailers or of their grocery shopping needs, while 71% use the internet
whether these cards will just be a different means for shoppers regularly to purchase groceries and personal care items.
to obtain promotional offers. Regardless, these cards will say Another 30% use TV shopping channels… so watch this space!!
a lot about shoppers. As the usage of such cards increase in
7
Regional Highlights
Grocery Share of Trade in Asia
53% of packaged grocery products are
now sold through modern self-service 54 52 50 48 48 47
61 59 56
65
stores across the Asia region
46 48 50 52 52 53
39 41 44
35
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Modern Self Service Trade Traditional Counter Service
8
Share of trade for modern
self-service outlets 91 92
78 2000 2008 2009
In South and South East Asia, Malaysia
and Indonesia showed the most rapid
modern trade growth at over 1.5% 52 53
per year for the last 10 years 45 46 43 43
34 36 37 37 38
22
15 16
10 11
5 5
Volume Value
9
Grocery store numbers in 13.1 million
Asia Pacific 11.9 million
48,500
10
% of Male Shoppers in South/
38
South-East Asia (2009 vs. 2002) 2002 2009
32
Over the last decade the % of men who 29
are taking responsibility for grocery 27 27
26
shopping has increased in all South-East 23
22
Asian countries except Vietnam 20 19 18
18
15 15 15
13 13
11
7
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11
% of Urban Shoppers Using
Hypermarkets Regularly 98
100
86 88 90 90
Hypermarket penetration has grown
81
most significantly in Korea, Malaysia 75
80 71
and Indonesia during the last 10 years,
while over 60% of shoppers in China
59 58
and Thailand now use them as their 60
main grocery channel 45
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Frequency of Visiting
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6.8 6.5 6.5
Across the region shoppers tended 5.8 2008 2009
to visit Hypermarkets less frequently
during 2009 as they tried to limit
their overall spending and use more 3.1 3.1 2.9
convenient alternatives 2.4 2.3 2.1
1.9 1.9
12
% of Urban Shoppers Using
Supermarkets Regularly 100 93
89
83 86
In Thailand, Indonesia, Taiwan and 81
78 78 77 76
80 75
Korea we saw Supermarket penetration 70
improve after a decade of losing
61
shoppers 56
60 54
42 43
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2002 2008 2009
Frequency of Visiting
Supermarkets 8.7
9.1
2008 2009
Shoppers used the more convenient
Supermarkets more frequently during 6.6 6.7 6.5 6.5
2009 in a number of countries, including
Thailand and Taiwan
3.2 3.1
2.8
2.5
2.2 2.2 2.1 2.2
13
% of Shoppers Focused on
82
Promotions 81
79
72
During 2009 more shoppers were 77 70
74 66
attracted by promotional activities, 69 61 61
particularly in Vietnam, China and India 65 68
62 54 53 59
61
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54 52
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14
Trade Concentration Share
for Top 5 Chains 80
70 64 65
Trade concentration continues to 61 2000 2008 2009
grow in South-East Asian countries 60
with 2% increases seen in Thailand
and Indonesia 50
40 36
33
30 25 29 24
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Based on FMCG categories tracked by The Nielsen Company
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15
Pacific
Country Highlights – Australia
Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers
TRADE SECTOR 2009 2010 SUPERMARKETS 2009 2010
GROCERY STORES Woolworths 798 818
Traditional Grocery Stores 19,537 19,537 Coles 709 737
Convenience Stores 2,655 2,725 Franklins 81 84
Supermarkets 4,361 4,406 ALDI 204 225
Hypermarkets 2 2 Ritchies - IGA 57 57
Warehouse Clubs 1 1 Drakes - IGA 42 42
TOTAL GROCERY OUTLETS 26,556 26,671 IGA 1,288 1,288
Tasmania Independent Retailers 231 227
DRUG STORES Food Works 710 708
Independent Drugstores 3,167 3,337 Spar Aust 241 220
Chain Drugstores 1,949 2,053
TOTAL DRUG OUTLETS 5,116 5,390 CONVENIENCE STORES
7 Eleven 384 395
BP (Corp. & Buying group)) 390 394
Coles Express (formerly Shell) 618 621
Mobil (Quix & Buying group) 140 149
Caltex 641 662
Night Owl 50 58
Gull 27 27
Woolworths Petrol 405 419
2.3%
2.9%
4% 0.4%
2%
6.0% 3.4% 5.1% 3.5% 4.4% 2.8% 2.8% 2.5%
0%
2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10
Unit value change Volume change Nominal growth
16
Pacific
Country Highlights – New Zealand
Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers
TRADE SECTOR 2009 2010 SUPERMARKETS 2009 2010
GROCERY STORES Pak'N Save 47 48
Dairies 2897 2897 New World 134 134
Convenience Stores 1435 1460 Foodtown 29 20
Supermarkets 381 388 Countdown 63 103
TOTAL GROCERY OUTLETS 4,713 4,745 Super Value 52 54
Woolworth's 56 29
DRUG STORES
Pharmacies 962 931 CONVENIENCE STORES
TOTAL DRUG OUTLETS 5,116 5,390 Caltex 115 109
BP Connect/Express 78 78
Mobil Pegasus/On the Run 86 86
Shell Select 214 203
Gull 35 35
17
FMCG Growth Trend 10% 8.9%
in New Zealand 7.3%
8% 6.9% 0.4% 1.4% 7.2%
4% 2.1% 2.9%
2% 1.5%
5.6% 6.9% 7.5% 5.5% 3.1% 1.4%
0%
2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10
Unit value change Volume change Nominal growth
1 1 1 4 1 1
0
Supermarkets Large Discount Convenience Convenience Fruit & Butcher Fish Shop Online
Stores in Petrol Excl. Petrol Veggie shop
Stations Stations.
18
North Asia
Country Highlights – China
Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers
TRADE SECTOR 2008 2009 Hypermarket 2008 2009
GROCERY STORES Carrefour 134 156
Grocery Stores 1,962,873 2,139,315 Wal-Mart (Supercenter) 123 175
Kiosks A.best 105 109
Convenience Stores 14,484 17,353 Trust Mart 104 104
Minimarkets 80,728 84,363 Shanghai RT-Mart 101 121
Supermarkets 9,224 11,591 Centurymart 86 86
Hypermarkets 1,912 2,108 Lotus 76 77
TOTAL GROCERY OUTLETS 2,069,201 2,254,730 JiaShiJie Group Co. Ltd 63 65
Tesco 61 79
OTHERS Wuhan Wushang 53 75
Cosmetic 128,307 140,096 WuHan ZhongShang 31 32
General store 848,240 847,872 Auchan 31 35
Soft Drinks and Ice Cream Store 60,757 46,317 HuNan Apolo (Jia run duo) 13 15
TOTAL OTHER OUTLETS 1,037,307 1,034,285 Aeon( Jusco) 18 21
Multiple Formats
CRV (Vanguard) 2,698 2,926
Modern Trade Retailers – Banner Names & Numbers
Wu-mart 1,975 2,298
Supermarket 2008 2009
Shangdong Jiajia Yue 456 489
Shanghai Lianhua 3,932 4,138
RenRenLe 73 90
Shanghai Hualian 1,946 1,461
Extra Times 67 68
ChengDu RedFlag 858 980
Fujian XinHuaDu 52 75
SiChuan HuHui 800 1,200
PARKnSHOP 43 54
Shanghai JieQiang 394 412
Beijing MeiLianMei 32 35
ZheJiang RenBen 387 599
WenFeng Co. Ltd 913 978
FuJian Yonghui 205 268
Beijing Hualian 65 85
HuNan BuBuGao 110 123
Shanghai Nong Gong Shang (NGS) 3,330 3,331
NingBo SanJiang 106 127
JiangSu SuoGuo 1,802 1,852
ShenZhen MinRun 97 113
Wuhan Zhongbai 626 674
Qingdao Li Qun Group 866 890
Beijing Ji Ke Long 243 247
Warehouse Club
Metro 38 42
Makro 8 8
Sam’s Club 3 3
19
FMCG Growth Trend
12% 11.0%
in China
9.2%
10% 8.8%
8%
6% 3.0% 8.2%
4% 1.0% 1.7% 1.1%
0.6%
2% 0.2%
1.3%
2.0% 2.9% 2.2%
0%
0.9% 1.0%
-0.7%
-2% -1.2%
2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10
Unit value change Volume change Nominal growth
20 26
8
1 0
Hypermarkets Supermarkets Convenience Stores Personal Care/
Drugstores
2008 2009
Based on FMCG categories tracked by The Nielsen Company
20
North Asia
Country Highlights – Taiwan
Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers
TRADE SECTOR 2009 2010 CONVENIENCE STORES Mar 2009 Mar 2010
GROCERY STORES 7-11 4,823 4,751
Traditional Grocery Stores 17,855 16,947 Family Mart 2,331 2,429
Convenience Stores 9,187 9,234 Hi-Life 1,253 1,242
Supermarket 1,832 2213 OK 828 835
Hypermarkets 112 119
TOTAL GROCERY OUTLETS 28,986 28,513 DRUGSTORES
Watsons 395 399
DRUG STORES Cosmed 295 314
Drugstores 7,716 7,817
Chain Personal Care Stores 775 812 HYPERMARKETS
TOTAL DRUG OUTLETS 8,491 8,629 Carrefour 59 61
RT-Mart 20 20
OTHERS a.mart (AiMai) 15 17
Liquor Stores 883 885 Dollars 1 1
Kiosk 36,645 38,371 Save&Safe 4 4
TOTAL OTHER OUTLETS 37,528 39,256
SUPERMARKETS
PX Store 457 522
Wellcome 241 299
Simple Mart 171 186
SongChin 76 82
Sinon 38 40
Carrefour Super 1 3
WAREHOUSE CLUBS
Costco 5 6
21
FMCG Growth Trend
6%
in Taiwan 0.5% 2.9% 3.2% 3.0%
4% 2.5% 0.0% 0.7% 0.6%
4.4% 1.8%
2% 1.2%
3.9% 4.3% 1.2%
4.6% 2.9%
0%
1.3% -1.3%
-0.7% -0.6%
-2% -1.1%
-3.9%
-6.2% -1.6%
-4%
-6%
-8%
2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10
Unit value change Volume change Nominal growth
2008 2009
Based on FMCG categories tracked by The Nielsen Company
22
North Asia
Country Highlights – Hong Kong
Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers
TRADE SECTOR 2008 2009 CONVENIENCE STORES 2009 2010
GROCERY STORES PARKNSHOP Express 5 6
Traditional Grocery Stores 2,565 2,565 7-11 964 977
Convenience Stores 1,120 1,336 Circle K 301 303
Supermarkets 649 688 Caltex 43 44
Superstores 74 74 Vango 23 25
TOTAL GROCERY OUTLETS 4,408 4,663
DRUGSTORES
DRUG STORES Mannings 301 305
Traditional Drugstore 1,386 1,386 Watson's 157 159
Chain Drugstores 406 458
TOTAL DRUG OUTLETS 1,792 1,844 SUPERMARKETS
Wellcome 271 272
Park'N Shop 246 241
CRV 96 96
Jusco 11 11
23
FMCG Growth Trend
in Hong Kong 14% 12.3%
12%
10.8%
5.0% 8.9%
10%
3.2%
8% 1.7% 5.9%
4.9% 4.3%
6% 2.7% 2.5% 0.9%
4%
2%
7.6% 5.6% 7.3% 7.2% 6.5% 3.8% 3.7% 3.4%
0%
-0.7% -0.6%
-2% -1.1% -1.2%
21
8 7 4
0
26.2 27.5
15.4 15
1.9 2
24
North Asia
Country Highlights – South Korea
Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers
TRADE SECTOR 2008 2009 HYPERMARKETS 2009 2010
GROCERY STORES E-Mart 127 127
Traditional Grocery Stores 51,961 49,053 Lotte Mart 69 70
Convenience Stores 14,333 16,738 Homeplus 114 115
Small Supermarkets 16,151 17,706 New Core Outlet 17 17
National Cooperative 2,083 2,141 GS Mart 14 14
Large Supermarkets 3,619 4,045 Hanaro Club 17 17
Warehouse Club 6 6 Mega Mart 10 10
Hypermarkets 346 363 Grand Mart 6 6
TOTAL GROCERY OUTLETS 88,499 90,052 Big Mart 3 3
CONVENIENCE STORES
7-11 2,213 2,329
Family Mart 4,596 4,837
GS 25 3,744 3,941
Ministop 1,192 1,255
Buy the Way 1,360 1,431
Joy Mart 230 242
OK Mart 317 334
C-Space 144 152
WAREHOUSE CLUBS
Costco Korea 7 7
25
FMCG Growth Trend 8.9%
10% 6.1% 8.7% 7.6% 8.4%
in South Korea 7.5%
8% 9.1% 7.7% 5.8%
5.3% 4.3%
6%
7.5% 8.9% 1.2%
4%
2%
0.0% 2.3% 4.1% 4.6%
0%
-0.2% -2.8% 1.0%
-2%
-4%
2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10
23
1 0 4
26
South-East Asia
Country Highlights – Singapore
Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers
TRADE SECTOR 2008 2009 HYPERMARKETS Mar 2009 Feb 2010
GROCERY STORES Giant 8 8
Traditional Grocery Stores 1,675 1,639 Carrefour 2 2
Convenience Stores 449 492 FairPrice Xtra 3 3
Petrol Convenience Stores 200 200
Supermarkets 239 253 SUPERMARKETS
Minimarket 503 503 NTUC FairPrice 85 94
Hypermarkets 12 12 Cold Storage 41 45
TOTAL GROCERY OUTLETS 3,078 3,099 Shop N Save 50 50
Sheng Siong 22 23
DRUG STORES
Traditional Medical Stores 312 304 CONVENIENCE STORES
Chain Drugstore 264 279 7-Eleven (Petrol Mart) 64 64
TOTAL DRUG OUTLETS 576 583 7-Eleven 367 420
SPC 38 38
Caltex 30 30
Cheers 65 75
Cheers by FairPrice 48 44
FairPrice Xpress 19 21
MINIMARKET
Econ Minimart 3 0
i-econ 97 94
DRUGSTORES
Guardian 117 126
Watson's 100 103
Unity Healthcare 39 43
27
FMCG Growth Trend 11.4%
12%
in Singapore
10% 8.9%
8.1% 6.4%
8% 7.2%
5.8% 5.4%
6%
4.7% 5.2%
4.1%
0.0%
4% 3.3%
2%
3.4% 5.0% 3.1% 3.1% 1.9% 5.4%
0%
2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10
Unit value change Volume change Nominal growth
28
South-East Asia
Country Highlights – Malaysia
Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers
TRADE SECTOR 2008 2009 HYPERMARKETS 2009 2010
GROCERY STORES Giant 32 36
Provision Shops 30,611 30,357 Carrefour 17 22
Convenience Stores 3,184 3,293 Sunshine 1 1
Supermarket 735 753 Tesco 21 24
Hypermarkets 84 96 Tesco Extra 8 8
TOTAL GROCERY OUTLETS 34,614 34,499
SUPERMARKETS
DRUG STORES The Store 74 52
Traditional Medical Store 2,476 2,322 Billion 32 30
Chain/Independent Drugstore 1,925 2,012 Sunshine 5 3
Sundry toiletry stores 3,009 2,782 Ngiu Kee 10 9
TOTAL DRUG OUTLETS 7,410 7,116 Jusco 21 25
Giant 63 65
Cold Storage 22 19
CONVENIENCE STORES
7-Eleven 998 1,016
Petronas 550 579
Shell Select 283 336
Caltex Starmart 211 203
Mobil 201 201
BHP 165 145
Esso 164 164
DRUGSTORES
Guardian 331 343
Watsons 208 209
PharmaCare 16 9
MINIMARKET
99 Speedmart 123 174
29
FMCG Growth Trend 20%
in Malaysia
15% 11.8% 3.8%
10% 5.6%
17.2%
5% 3.4% 10.3% 0.5% 4.4%
7.0% 1.7% 0.4% 0.9% 5.3%
4.3%
0%
-5.4% -0.9% -0.8% -0.4% -0.9%
-1.4% -6.5%
-5% -4.1% -0.4%
-2.4%
-10%
2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10
Unit value change Volume change Nominal growth
4 1
2008 2009
Based on FMCG categories tracked by The Nielsen Company
30
South-East Asia
Country Highlights – Thailand
Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers
TRADE SECTOR 2008 2009 HYPERMARKETS 2009 2010
GROCERY STORES Big C 67 67
Traditional Grocery Stores 310,823 317,961 Tesco Lotus 110 116
Convenience Stores 7,361 7,754 Carrefour 34 39
Supermarkets 542 545
Hypermarkets 207 222 SUPERMARKETS
Warehouse Clubs 41 44 Tesco Lotus Supermarket 56 66
TOTAL GROCERY OUTLETS 318,974 326,526 TOPS 95 96
Jusco 9 11
DRUG STORES Foodland 11 11
Traditional Drugstores 10,195 11,093 Home Fresh Mart (The Mall) 9 10
Chain Drugstores 297 333
TOTAL DRUG OUTLETS 10,492 11,426 CONVENIENCE STORES
7-Eleven 4,900 5,256
Tiger Mart 110 97
Family Mart 548 567
Jiffy 146 146
Select 102 106
Suria 101 99
Tesco Express 420 487
Tops Daily 14 24
Mini Big C 11 11
PERSONAL CARE
Watsons 148 156
Boots 152 164
WAREHOUSE CLUB
Makro 41 45
31
FMCG Growth Trend 10.9%
12%
in Thailand 9.6%
10%
7.7% 8.0%
8% 5.8%
6.8% 5.0% 6.1% 6.1%
5.3%
6% 4.5% 4.5%
3.5% 3.8%
3.0%
4% 2.3%
2% 5.1%
3.3% 4.6% 3.2% 3.1% 3.0% 3.5% 2.3%
0%
2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10
Unit value change Volume change Nominal growth
22
12
5 0
Hypermarkets Supermarkets Convenience Stores Personal Care/
Drugstores
Spend Most Used in Last Month
14.7 16.3
32
South-East Asia
Country Highlights – Indonesia
Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers
TRADE SECTOR 2008 2009 CONVENIENCE STORES 2009 2010
GROCERY STORES Circle K 238 259
Traditional Grocery Stores 2,469,465 2,520,757 Mini Mart 36 36
Convenience Stores 267 358 Am/pm 28 28
Minimarket 10,607 11,569 Alfa Express 32
Supermarket 1,571 1,146 7-Eleven 3
Hypermarkets 127 141
Warehouse Clubs 26 26 PETROL STORES
TOTAL GROCERY OUTLETS 2,482,063 2,533,997 Bright (Pertamina) 42 96
Select (Shell) 36 45
DRUG STORES Surya (Petronas) 21
Traditional Drugstores 18,193 18,597 Bonjour (Total) 3
Chain Drugstores 419 463
TOTAL DRUG OUTLETS 18,612 19,060 DRUG STORES
Century 193 208
Modern Trade Retailers – Banner Names & Numbers Guardian 189 196
SUPERMARKETS 2009 2010 Boston 51 53
Hero 52 41 Shop In 2 2
Giant 55 59 Watsons 4 4
Ramayana 93 93
Matahari / Foodmart 23 23 HYPERMARKETS
33
FMCG Growth Trend 25% 21.1%
in Indonesia
20% 15.8%
6.3%
15% 1.0%
6.9% 8.4%
10% 3.8%
4.7% 3.0%
5% 2.0% 0.3% 6.2%
14.8% 6.1% 14.8% 10.4% 6.4% 3.4% 2.7% 2.2%
0%
-1.4% -2.6% -1.4%
-5% -3.5%
2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10
34
South-East Asia
Country Highlights – Philippines
Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers
TRADE SECTOR 2008 2009 HYPERMARKETS 2008 2009
GROCERY STORES Shopwise 7 8
Sari-Sari Stores 661,065 694,057 SM Super Shopping Market 12 19
Market Stalls 37,619 36,694 SUPERMARKETS
Grocery Store 5617 5,461 Rustans 22 21
Convenience Stores 2139 2,101 Gaisano (Chains) 39 44
Supermarkets 1218 1,273 SM-Shoemart(Supervalue) 38 50
Hypermarkets 19 27 Robinsons 37 49
Department Stores 527 529 Waltermart 14 14
TOTAL GROCERY OUTLETS 708,204 740,142 South Supermarkets 9 9
Tropical Food Hut Mart 6 6
TOTAL DRUG OUTLETS 10,971 11,045 Ever Supermarkets 15 16
Lopues 9 9
CONVENIENCE STORES
7-11 376 447
Mini Stop 233 271
Shell Select 160 158
Caltex Star Mart 81 0
Petron Treats 50 53
DEPARTMENT STORES
Robinsons 23 25
Ever Gotesco 3 3
Isetann 3 3
SM Shoemart 35 38
DRUGSTORES
Mercury Drug 700 741
Save More Drug 51 56
Rose Pharmacy 122 154
Watsons 181 206
HBC Your Personal Store 172 175
CASH & CARRY
Makro 15 12
35
FMCG Growth Trend
16%
in the Philippines 14% 12.3% 12.6% 12.6%
12%
10%
8.2% 6.8% 7.9% 8.0% 8.9% 8.0% 13.9%
8% 1.6%
6% 12.2% 4.3% 5.9% 4.7%
4%
2% 0.1% 3.9% 5.8% 3.3% 7.3% 8.3%
2.0%
0%
-2% -0.3%
-1.3%
-4%
2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10
Unit value change Volume change Nominal growth
9.5 9.1
1.9 1.9 0.9 1
36
South-East Asia
Country Highlights – Vietnam
Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers
TRADE SECTOR 2008 2009 SUPERMARKETS 2008 2009
GROCERY STORES Big C 5 5
Traditional Grocery 49,703 52,435 Citimart 17 16
Convenience & Minimarkets 239 343 Coop Mart 18 19
Supermarkets 119 135 Fivimart 14 14
Hypermarket 5 5 Maximark 2 2
Warehouse Club 5 5 Medicare 8 10
TOTAL GROCERY OUTLETS 50,071 52,923 Vissan 19 28
INTIMEX 5 6
OTHERS
Street Vendors 1,181 924 CONVENIENCE STORES
Market Stalls 6,727 5,922 G7 Mart 25 19
TOTAL OTHER OUTLETS 7,908 6,846 Coop 6 6
Hapro 19 23
Shop & Go 14 35
WAREHOUSE CLUB
Metro 5 5
37
FMCG Growth Trend 45%
42.7% 37.7%
in Vietnam 40%
35%
20.9%
27.1%
30%
28.7%
20.9%
25% 17.2% 19.9% 16.0% 22.1%
20% 12.8%
6.8% 8.9%
15%
8.1%
10% 6.8% 11.4%
5% 14.0% 9.1% 16.8% 14.1% 11.0% 6.0% 4.6% 5.0%
0%
2008 2009 Q4'08 Q1'09 Q2'09 Q3'09 Q4'09 Q1'10
Unit value change Volume change Nominal growth
10 11
38
South-East Asia
Country Highlights – India
Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers
TRADE SECTOR 2008 2009 SUPERMARKETS 2009 2010
GROCERY STORES Reliance Fresh 329 356
Provision Stores 3,998,261 4,022,155 Trinethra/Fabmall 378 403
Pan Bidi Outlets 1,787,269 1,830,984 Spencer's Daily 172 131
Food Stores 170,727 172,341 Spencer's Express 62 44
39
FMCG Growth Trend 25%
in India
19.6%
20%
17.2% 17.1%
14.6% 15.5%
8.3% 11.5%
15%
10.4% 12.6%
10.2% 11.0%
9.2%
10% 10.2%
8.9%
5%
5 5
40
South-East Asia
Country Highlights – Sri Lanka
Retail Structure – Store Numbers Modern Trade Retailers – Banner Names & Numbers
TRADE SECTOR 2009 2010 SUPERMARKETS
GROCERY STORES Cargills 138 142
Traditional Grocery Stores 105,392 115,490 Sathosa Retail 105 190
Supermarkets 510 958 Keells/Super Pola 40 61
TOTAL GROCERY OUTLETS 105,902 116,448 Arpico 10 13
Co-op City 263 365
DRUG STORES
Traditional Drugstores 2,400 2,346 CONVENIENCE STORES
TOTAL DRUG OUTLETS 2,400 2,346 Laugfs 22 31
2008 2009
15 16
41
For more information, please contact:
Peter Gale
Managing Director - Retailer Services
Asia Pacific, Middle East & Africa
The Nielsen Company
Phone: +66(0)2673-4660
Email: peter.gale@nielsen.com
www.nielsen.com
Copyright © 2010 The Nielsen Company. All rights reserved. Produced in the USA. Nielsen and the Nielsen logo are trademarks or registered trademarks
of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 2010/1724