Insights for Clubs - 2015
Enjoying success requires the ability to adapt. Only by being open to change will you have a true opportunity to get the most from your Market.
Key consumer trends Diverse population Constantly Connected
Key consumer trends Asian ethnic groups grew the fastest between 2001 and 2006 Census, an increase of almost 50% - a group we know drink less, many not drinking at all 55% of Asian ethnic groups drunk alcohol in the L12M compared to 85% for total NZ1 People are living longer and having less children, contributing to an ageing population. Statistics NZ predict that by 2061 over a quarter of NZ s population will be aged 65+ Ageing population of 65+ will flow through into less alcohol per capita and changing mix of categories (i.e. more wine and less beer consumption as you age) Overall consumption of alcohol has decreased with consumers trading quantity for quality. Well-being and moderation on-going trend; increased awareness of standard drinks and media attention on affects of alcohol 62% of l4w drinkers state they are they moderating their alcohol intake No longer simply a personal choice, H&W is being influenced by community interaction and government intervention. More and more, H&W is encompassing and combining tangible/physical and intangible/emotional 49% of New Zealanders have said they are trying to live a more balanced healthy life
Key consumer trends EVERYONE S A FOODIE MADE HERE & REVIVALISM PREMIUM & BESPOKE EXPERIMENTATION & EXPLORATION People love talking about food! Great food experiences are critical to successful entertaining Being into food is the new black everyone is a foodie nowadays As consumers are becoming more health conscious and switched on to alcohol processing techniques, some consumers are turning to premium spirits, beer and cider, with a preference for locally sourced and produced premium style ranges. People are increasingly interested in local matters. In these uncertain economic times and are pulling back from globalisation, They are thinking and buying local because it feels simpler, purer, more environmentally sound. Retailers over-emphasis on speed, convenience and price has led consumers to crave experience more than ever. Consumers put a premium on customer service
Constantly Connected
Depth of at-home internet penetration and range of devices are hallmarks of a wealthy, developed market Device ownership % 27 75 46 74 61 91 67 Australia: Average number of devices owned* 4.8 Feature phone Smartphone Tablet Laptop Desktop Internet at home WiFi at home 36 71 26 51 52 64 46 Global: Average number of devices owned* % 3.6 B1. Device ownership Base: Global (54,775) Australia (979) *Devices owned include: mobile phone, smartphone, tablet, laptop, desktop, gaming console, smart TV, flat panel TV and fixed line telephone
India Ghana South Africa Egypt Indonesia Nigeria Kenya Thailand Hungary Portugal Greece Vietnam Turkey Brazil Philippines Argentina France Mexico Belgium Austria Germany Finland Japan Malaysia Switzerland Poland Sweden Italy Slovakia Netherlands New Zealand China Denmark South Korea Czech Republic UK Saudi Arabia Australia Australia Spain Canada Hong Kong Norway Israel USA UAE Taiwan Russia Singapore Colombia In a typical day, Kiwi s spend about 4 hours 9 minutes on their various devices Total time spent on device daily (hours) market level Hours/day 10 Global 8 6 4 2 0 Total time spent on device daily (hours) D2. Time spent on device Google CCS Program 2014 Base: Global- typical day (36,797) N.B. internet penetration factored in to take into account overall incidence Connected Life 2014 TNS 2014 34
Importance of search engines
Facebook is for everyone Facebook is big in NZ!
Smartphones are everywhere 44% of New Zealand smartphone users utilise their smartphones to regularly engage with mobile media. 61% of smartphone users access social networking via an app or via an internet site at least once a month 51% of smartphone users have used their smartphone to locate stores, 31% to compare prices
Social Media & Online Content Consultants Mike Kenworthy e: mike@shuttlerock.com t: 03 310 7966 m: 021270933 a: 123A High Street, Rangiora 7440, NZ e: Scott.Wallace@NZ.DDB.CO.NZ t: 09-303 4299 m: 021974120 a: 80 Greys Ave, Auckland 1010 Moses Robbins e: moses@easysocialmedia.co.nz t: +64 3 928 1931 m: +64 22 354 9050 a: 6 New Regent St, Christchurch
The changing NZ alcohol market
The alcohol category in NZ continues to decline with a 14ml drop since 2008
Innovation within Alcohol
Key consumer trends Diverse population Constantly Connected
QUESTIONS