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NIELSEN ROMANIA

Bucharest Academy of Economic Studies


13 November 2017

Copyright © 2017 The Nielsen Company. Confidential and proprietary.


ONE NIELSEN: INTEGRATED SERVICES
• Nielsen capabilities in Romania combine various services to answer to the
question: WHAT PEOPLE BUY? SALES EFECTIVENESS

Stefania Bratu
Sales
Retail Audit CONSUMER INSIGHTS
Effectiveness
Retailers

Iulia Pencea

Retail Audit Consumer


Producers RETAIL AUDIT - PRODUCERS
Insights
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Roxana Telespan
Bogdan Hazi
RETAIL AUDIT - RETAILERS

Gabriel Coman
Cristiana Pambuccian
2
INTRODUCTION TO RS
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

SENIOR ACCOUNT EXECUTIVE

4
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Loyalty
clients
Recruit

OUR ROLE
Sales

Reporting

5
RS FAMILY

OANA
MATEI

CRISTIANA PAMBUCCIAN

CLAUDIU
BALCACEAN CRISTIAN
POPA

GABRIEL COMAN

NICOLETA
PANISOARA

Copyright © 2017 The Nielsen Company. Confidential and proprietary.


TOP RETAIL CHAINS COOPERATING WITH NIELSEN

ELECTRONIC DATA ESTIMATED

HYPERMARKETS
ORGANIZED TRADE (MODERN

ELECTRONIC DATA

SUPERMARKETS
TRADE)

ELECTRONIC DATA ESTIMATED


Copyright © 2017 The Nielsen Company. Confidential and proprietary.

DISCOUNTERS

PETROL/CONVENIE
NCE

7
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

ROMANIA: MODERN TRADE DEVELOPMENT

8
TOP RETAILERS BASED ON TURNOVER

2.15 bil Eur

1.86 bil Eur


1.24 bil Eur
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

9
Sursa: Ministerul Finantelor Publice
TIMES; THEY ARE CHANGING!
• Retailers started adopting various initiatives to improve the shopping
experience and also secure their position in the market

DISCOUNTER
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

MORE AND MORE FRANCHISES

10
RETAIL CHANNELS IMPORTANCE IN ROMANIA
Traditional trade is slowly losing share

2,4% HYPERMARKET

SUPERMARKET

DISCOUNTERI

COMERTUL TRADITIONAL

28,6% RETAILERI SPECIALIZATI

40,2%
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

17,9%

10,9%

Market share
Source: Nielsen RMS data in value % YTD: Food Dec/Jan-Jun/Jul
11
Drug Jan/Feb -May/Jun
NIELSEN COOPERATION MODEL

Consumer goods Consumer goods

Retailer
RON RON

Retailer Services objectives:


Category
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Sell-out
Information Data
• Sustain and grow data
RON Benchmark cooperation with retailers
Information/
Services
• Develop business and grow
revenue from retailers

12
RETAILERS STARTED INVESTING IN SHOPPER
EXPERIENCE
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

13
Source: Nielsen Romania
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

ABOUT E-COMMERCE…

Source: Nielsen Romania


14
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

IT’S ALL ABOUT NUMBERS….

15
REPORTING EXAMPLES
ROMANIA ROMANIA

AS 2016 AS 2017
Sales Value 1000 RONYTD LY YTD TY MAT LY MAT TY 2015 2016

SDESC
LIQUEUR AS 2016 117.649,0ON3.079.323,0
119.508,5 2016 DJ 2017
3.878.536,4 FM 2017 5.269.779,4
4.107.512,9 AM 2017
3.138.212,3 JJ4.330.561,0
2017 AS 2017 YTD LY YTD TY
YEAST
> > > FRESH - REFRIGERATED 0,0 9.582.2770,0 14.234.342
0,0 24.977.073
0,0 16.317.068 0,0 25.721.639
0,0 0,0 10.592.021
0,0 10.858.325 376.148.465 426.774.953
CULTURED MILK
ALCOHOL-ANISEED BASED LIQUOR
1.085.376.4510,1 938.358.719
1,2 0,5
1.004.162.274
0,5
1.137.095.340
0,8 0,4
1.126.695.146
4,4
1.242.852.667
0,4
1.448.844.862 23.717.698.620 29.685.034.360
DRINK YOGURT REFRIGERATED 1.019.271.487 821.673.631 729.202.125 928.559.952 883.726.700 1.020.146.672 1.249.905.959 19.961.269.024 23.869.418.705
ALCOHOL-LIQUEUR 9.781,2 9.940,1 9.860,5 9.860,5 9.820,8 9.880,4 9.584,4 9.880,4
KEFIR 244.069.530 235.252.137 222.543.338 275.320.355 260.336.060 277.938.462 307.467.293 4.630.805.685 6.699.722.304
> > > MILK FRESH REFRIGERATED
LIQUID 0,0
8.425.330.5400,0 10.224.466.488
0,0 0,0
12.906.236.691 0,0
11.847.100.146 0,0
10.885.288.8770,0 0,0
10.281.953.673 11.896.244.548 196.645.824.321 288.640.213.727
BUTTER
JAGERMEISTER 2.111.802.431
98,0 139,2 3.460.813.438
94,1 4.762.606.304
130,0 3.495.519.740
90,3 127,73.713.531.788
62,4 2.735.643.329
96,0 3.574.195.396 56.830.298.441 90.698.108.500
CHEESE
ZAREA (BLOCKS SOLD BY WEIGHT) 6.543.660.348
615,0 605,2 6.292.267.055
712,9 7.787.880.618
585,6 7.361.931.328585,66.630.225.656
756,3 948,6 6.372.069.037
691,7 7.502.726.014 154.793.842.817 178.016.809.591
CHEESE
DIAGEO- PREPARED READY TO COOK REFR. 25,0 2.909.60334,8 3.137.324
38,4 3.148.951
34,8 36,03.292.549 32,5 3.224.444
28,1 4.640.121
34,8 4.491.493 44.936.832 93.279.832
CHEESE SPREAD 1.601.623.388 1.878.620.807 2.312.827.547 1.888.671.278 1.905.569.768 1.609.337.359 1.934.574.099 40.134.205.381 48.094.193.801
PRIVATE LABEL 272,3 94,1 249,6 313,3 234,1 313,3 302,8 259,2
CREAM (SOUR) REFR. - UNFLAVOURED 4.000.744.574 4.453.639.840 5.837.976.500 4.574.953.006 5.063.874.045 4.494.040.766 4.887.790.026 98.924.410.744 124.014.054.136
EUROPEAN DRINKS-FOOD 92,2 158,8 74,0 118,8 79,2 118,8 62,4 79,2
FROMAGE FRAIS & SWEET CHEESES 71.226.006 66.490.118 69.086.402 83.809.296 68.767.734 91.104.141 90.185.943 1.664.496.289 2.007.100.292
HENKELL & CO. SEKTKELLEREI
MARGARINE 21,2570.956.354
25,0 28,1
790.751.491 28,1
1.064.298.683 28,1
772.495.713 26,0 756.697.23332,5 27,0
415.803.513 486.978.974 21.594.331.949 17.000.088.921
WHIPPED
ALCOPROD DAIRY CREAM 24,0 40.311
28,1 63.985
24,0 181.352
27,0 24,0 78.885 27,0 103.104
37,2 103.197
25,0 98.999 1.961.068 2.767.902
YOGURT
BROWN (PLAIN)
FORMAN 4.109.666.0621,0 3.941.121.116
0,8 0,6 4.190.897.179
0,8 5.250.192.341
0,6 0,84.748.090.390
0,1 4.792.336.034
0,6 5.115.585.533 98.319.916.746 120.306.143.831
YOGURT FLAVOURED
ALEXANDRION GROUP 1.986.939.5851,4 1.925.576.906
14,4 10,2 1.902.604.965
3,2 2.437.194.507
10,2 4,02.204.139.652
11,6 2.066.212.480
10,2 2.250.416.111 47.771.901.076 54.209.453.602
CHEESE - PREPARED READY TO COOK FROZEN 45.143 132.049 111.686 111.718 104.749 82.167 96.341 980.886 2.525.316
ZANIN 0,0 39,7 0,2 2,0 0,2 1,4 0,0 0,2
FISH (RAW) - FROZEN 124.674.795 175.009.875 349.234.123 267.766.246 193.456.453 147.681.419 153.894.808 4.632.026.651 5.404.909.969
UNICUM 0,4 0,4 0,6 0,4 0,5 0,4 0,4 0,5
FISH - READY TO COOK FROZEN 4.509.076 7.624.814 9.584.337 9.218.008 7.153.249 6.855.553 6.911.676 165.594.344 197.510.666
VINALCOOL
DINNERS (RTS) REFRIGERATED 2,0169.912.5002,9 1,2
224.802.940 1,4
159.300.094 1,0
314.692.393 1,4 261.544.604 0,5 1,0
296.521.085 349.558.761 3.633.232.932 6.797.937.266
FARES LABORATOARELE FARES BIO
PIZZA (RTS) REFRIGERATED 2,9 1492,0 160
2,9 1,7 108 2,9 84 2,0 699
2,9 2,942 15 6.594 3.172
VITAL
DINNERS
PRODAL READY TO COOK FROZEN 7,8 15.887.5152,9 24.458.501
7,3 37.758.056
4,0 62.272.731 4,4 35.631.528
7,3 4,4 28.285.576
7,3 26.964.156 581.240.472 931.250.761
PIZZA (RTS) FROZEN
SARONNO 0,2
90.777.6830,3 137.297.718
0,3
145.456.167
0,3
142.919.572 0,3 121.765.215
0,2 0,2
115.682.138
0,3
115.491.297 2.375.342.269 3.198.173.595
BACON 36.645.833 38.388.660 26.166.824 31.372.582 31.132.610 25.677.217 37.398.763 682.176.042 755.087.610
TRUST LF 2,9 4,8 0,6 2,0 0,5 2,0 0,2 1,0
BACON BULK 3.702.535.170 3.637.090.868 2.622.006.303 1.710.276.512 2.278.187.237 2.919.700.108 5.024.578.245 53.279.220.813 70.336.284.746
AMIGOINTERCOST 2,3 2,0 1,4 2,0 1,2 2,0 0,6 1,4
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

BURGERS REFR. READY TO COOK SOLD BW 447.783 274.843 71.775 198.568 226.843 378.656 247.040 4.137.561 5.300.035
CAROLANS&SON
BURGERS REFRIGERATED 0,2 148.084 0,1 0,4
145.062 0,3
100.583 0,4 164.723 0,3 0,6
265.798 0,4
271.233 403.423 2.199.387 5.733.736
FRANKFURTER
PABST&RICHARZ REFR. SOLD BY WEIGHT 1.451.715.280
1,7 1,0 1.407.429.982
1,2 1.426.627.659
0,6 1.387.730.994
1,0 0,81.246.062.854
0,2 1.344.247.774
1,2 1.501.061.318 29.513.686.639 34.495.677.215
FRANKFURTER
SALIX REFRIGERATED 1,2328.765.7321,4 324.785.153
3,2 277.853.211
1,4 247.466.541 1,4 234.120.883
4,0 2,9 224.957.447
2,9 242.516.993 5.670.757.690 6.126.591.551
MEAT - (RAW) REFRIGERATED 96.461.780 108.228.077 101.716.207 168.792.160 243.499.016 257.039.344 229.729.096 2.464.230.877 4.881.980.034
ALCOROM 0,0 0,0 0,0 0,0 0,0 0,0 0,0 0,0
MEAT - (RAW) REFRIGERATED (SOLD BY WEIGH 44.841.759.392 42.362.461.377 35.248.229.596 37.185.331.594 40.161.949.031 40.715.826.246 47.076.414.233 868.853.642.641 999.474.461.866
PRODVINALCO 1,4 0,6 0,8 0,3 0,8 0,4 0,6 0,8
MEAT - BRAWN / HEADCHEESE 104.124 728.030 1.434.706 613.026 570.656 682.010 791.530 8.053.756 19.817.529
REMY COINTREAU
MEAT - BRAWN / HEADCHEESE BULK 0,0 86.979.665 0,0 0,0
156.127.254 0,0
477.437.201 0,0
91.178.321 0,0 0,0
83.436.916 0,0
79.548.015 157.925.754 1.953.982.777 3.846.390.124
MEAT - READY TO COOK REFR. SOLD BW
PERNOD RICARD 3.811.591.769
0,0 0,0 1.625.443.266
0,0 1.100.273.094
0,0 1.332.462.198
0,0 0,03.676.596.216
0,0 3.856.737.920
0,0 5.232.531.762 50.950.714.588 70.091.024.205
MEAT
VALCO - READY TO COOK REFRIGERATED 1.317.998.568
0,1 0,1 675.991.540
0,0 426.902.648
0,1 506.866.985
0,0 0,11.306.837.806
0,0 1.485.173.582
0,0 1.665.553.376 18.363.141.575 25.177.654.898
MEAT
SUNTORYPRODUCTS - READY TO EAT REFR. 27.909.830.4580,0 26.907.408.459
0,0 0,0 21.370.577.454
0,0 22.429.468.571
0,0 25.288.721.025
0,0 0,0 29.353.507.442
0,0 36.094.869.156 523.194.084.079 666.330.880.768
MEAT PRODUCTS - READY TO EAT REFR. SOLD 56.326.858.051 58.411.969.367 48.672.119.032 40.863.918.657 50.357.670.853 51.936.421.364 70.398.086.756 ############### ##############
H.C.KONIG 0,0 0,0 0,0 0,0 0,0 0,0 0,0 0,0
MEAT PRODUCTS ALTERNATIVE - REFR. 45.973 357.601 635.814 1.605.796 408.239 79.207 84.902 8.071.300 10.734.364
DISTILERIA VALDOGLIO 0,0 0,0 0,0 0,0 0,0 0,0 0,0 0,0
OFFAL REFRIGERATED 4.234.164 1.903.280 2.152.435 2.115.580 1.217.501 1.401.278 1.831.046 68.504.531 43.059.097
KAHLUA
OFFAL REFRIGERATED SOLD BY WEIGHT 0,0132.770.472 0,0 0,0
166.860.106 0,0
118.033.112 0,0
169.291.893 0,0 0,0
168.925.107 0,0
153.313.337 160.474.031 3.277.091.739 3.834.390.594
PATE REFRIGERATED
BEVELAND 0,0 2.180.4260,0 2.667.501
0,1 2.253.811
0,0 0,12.136.277 0,0 1.811.237
0,1 2.340.909
0,1 2.835.986 49.092.916 56.591.522
PATE REFRIGERATED BULK (SOLD BY WEIGHT)
PRODALCOM 2,9 13.9590,3 25.855
1,4 27.391
0,3 1,2 22.125 0,4 21.614
0,0 19.345
1,4 24.709 303.181 573.867
PATE SUBSTITUTE REFRIGERATED 87.655 329.364 851.734 1.923.236 1.143.777 113.786 121.658 10.749.392
16
16.526.622
FUN FACTS
Most important categories food Most importanat categories PL

Mineral Edible Oil


Water
Soft Baby
Drinks Diapers Toilet
Paper
Beer Toilet Face
Paper masks
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Dtergents Cider

Most important categories drug Most growing categories: food and drug

Source: Nielsen Retail Audit Value Sales 17


PRIVATE LABEL OVERVIEW
Romania PL is almost half of Western Europe:

Northern Europe

23%
Eastern Europe

Western Europe 17%


Copyright © 2017 The Nielsen Company. Confidential and proprietary.

30%
12.5% Romania

18
Source: Nielsen Retail Audit
WHAT IS
THE MOST FAMOUS
PRIVATE LABEL BRAND
IN THE WORLD ?
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Think outside
THE BOX!
19
FUTURE IN SHOPPING…

Illustration: Lou Beach for The Wall Street Journal


https://www.cnbc.com/2015/11/18/robots-move-beyond-warehouses-
into-retail-stores.html
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

https://www.trendhunter.com/trends/int
eractive-store https://www.youtube.com/watch?v=RklO8qGvD-U

https://compassmag.3ds.com/3/Industry/SOCIAL-SHOPPING-The-digital-future-of-retail 21
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

https://www.youtube.com/watch?v=NrmMk1Myrxc

22
ANY (OTHER) QUESTIONS?

grow.withus@nielsen.com

http://careers.nielsen.com/

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

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