Transcript Climate change: consumers views

Climate change:
Consumers’ views
Jonathan Banks
Business Insight Director
April 18, 2007
Confidential & Proprietary • Copyright © 2007 The Nielsen Company
Agenda
•Global consumer worries
•Great Britain
–concerns
–attitudes
–behaviour
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Copyright © 2007 The Nielsen Company
What is your biggest concern over the next 6 months?
40%
35%
30%
biggest
2nd biggest
25%
20%
15%
10%
5%
io
n
on
e
N
ig
ra
t
lw
Im
m
in
g
ar
m
W
ar
e
rim
C
lo
ba
O
Source: ACNielsen – Global Online Survey Nov 2006
Global results
G
b
se
cu
rit
th
y
er
co
nc
er
n
Te
rr
Po
or
lit
is
ic
m
al
st
ab
ili
ty
ea
lth
H
Jo
Th
e
ec
on
om
y
0%
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What is your biggest concern over the next 6 months?
30%
2nd biggest
25%
biggest concern
20%
15%
10%
5%
Source: ACNielsen – Global Online Survey Nov 2006
UK results
ar
W
N
Po
on
lit
e
ic
al
st
ab
ili
ty
G
lo
Th
e
ec
on
om
y
ba
lw
ar
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in
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rim
e
C
rn
co
nc
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Jo
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O
th
er
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rit
y
io
n
ra
t
Im
m
ig
ro
ris
m
Te
r
H
ea
lth
0%
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Global Warming is my biggest/second biggest concern
Top 20 countries
France
Australia
Switzerland
Finland
UK
Canada
Thailand
New Zealand
Belgium
Sweden
27%
24%
19%
14%
14%
13%
12%
12%
11%
11%
Denmark
Spain
Norway
Ireland
Malaysia
Netherlands
India
Japan
Singapore
Brazil
11%
11%
10%
9%
9%
9%
8%
8%
7%
7%
•Bottom countries:
China, South Korea, Czech, Lithuania, Poland, Russia, Hungary
Source: Nielsen Global Online Survey November 2006
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Consumer Confidence Index: a large spread
100 = neutral; Global Average = 99; India 137; USA 108
134 129
117 113
97
107 107 106 106 105 104
101 100
96
94
88
84
75
74
PO
R
N
HU
GE
R
FR
A
ITA
AT
CZ
E
UK
E
GR
E
SW
NL
BE
L
FIN
I
SW
S
RU
SP
A
PO
L
IRE
DE
N
NO
R
64
Calculated on responses to:
• Do you think job prospects in the next 12 months will be:
• Do you think the state of your own personal finances in the next year will be:
• Considering the cost of things today and your own personal finances, would
you say at this moment the time to buy things you want and need is:
– excellent (200), good (133), not so good (67), bad (0)
Source: Nielsen Global Online Survey November 2006
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No correlation between consumer confidence and
concern re climate change
•high confidence
•high global warming concern
140
•high confidence
•low global warming concern
140
India
Norw ay
130
Denmark
UAE
New Zealand
Consumer confidence
.
120
Vietnam
Chile
Poland
Argentina
Russia
China
Estonia
Czech Republic
2
R = 0.03
Australia
Sw itzerland
110
Philippines
Latvia
0%
0%
Indonesia
Singapore
US
Mexico
Hong Kong
Austria
Ireland
Malaysia
Lithuania
South Africa Brazil
Netherlands
1 00
5%
Spain
Thailand
Canada
Finland
Sw eden
15%
UK
1 0%
Belgium
90
Italy
Greece
Turkey
France
Germany
Taiw an
80
Hungary
Japan
70
Portugal
60
South Korea
•low confidence
•low global warming concern
50
50
Global w arm ing concern
Source: Nielsen Global Online Survey November 2006
Cross hairs = global total: Cons conf 99, global warming 7%
•low confidence
•high global warming concern
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15%
Do you think global warming is:
Aware of the issue:
96%
92%
92%
95%
36%
34%
84%
91%
Not sure
22%
35%
Not at all a serious problem
36%
Not a very serious problem
Not a serious problem
34%
75%
62%
57%
57%
A fairly serious problem
57%
43%
A very serious problem
Latam
Asia
Pacific
Britain
Source: Nielsen Global Online Survey November 2006
Base: Those respondents who are aware of the issue of global warming
EMEA
North
Global
America Average
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From what you have heard or read about global warming, what
do you think is causing it?
Don’t know
Both
Natural changes in the climate
Human activities like driving cars and burning fuel
1%
1%
1%
1%
34%
38%
43%
47%
3%
43%
54%
4%
7%
62%
1%
3%
6%
8%
12%
58%
49%
50%
45%
32%
Latam
Asia Pacific
EMEA
Britain
Source: Nielsen Global Online Survey November 2006
Base: Those respondents who are aware of the issue of global warming
North
America
Global
Average
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A very serious problem? Caused by human activities?
60
•not very serious
•caused by human activity
1
Argentina
Hong Kong
.
Germany
20
2 0%
4 0%
Poland
Lithuania
Ireland
Austria
Italy
6 0%
Finland
Russia
Estonia
0
Canada
Australia
Denmark Latvia
Sw itzerland
Spain
Chile
South Africa
1
Malaysia
Vietnam
Hungary
France
Philippines
8 0%
90
Thailand
Taiw an Indonesia
Sw eden
India
UK
Singapore
R2 = 0.2
Mexico
Japan Greece
1
Belgium
It's caused by human activities
•serious problem
•caused by human activity
UAE
0
Turkey
Netherlands
Norw ay
0
Czech
New Zealand
US
30
0
•not very serious
•not caused by human activity
A very serious problem
•serious problem
•not caused by human activity
Source: Nielsen Global Online Survey November 2006
Cross hairs = global total: very serious problem 57% caused by human activity 50%
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Consumer confusion
•
•
•
•
•
•
•
•
•
•
“Salad options are less fattening”
“Organic is better for me”
“Organic pollutes the environment less”
“Organic production = lower carbon emissions”
“GM is bad for me”
“Nanotechnology is dangerous”
“Banning ads to kids will reduce obesity”
“I’m too busy to eat/exercise properly”
“Vegetarian options are healthier”
“I need to eat more fruit and veg, but:
– an apple contains 4 tsp of sugar
– a third of all produce contains pesticide residue
– the fruit looks unappetising”
• “If it’s cheap it must be rubbish”
• “Moving food half-way round the world is wrong”
• “Fair trade can only be a good thing”
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Retail advertising
Whilst others changed their emphasis from price to
quality, Tesco addressed sustainability...
Source: Nielsen Media Research
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Which of these environment and related issues
concerns you the most?
Climate change
43%
Packaging waste
21%
Pollution
Pesticides
18%
5%
I'm not worried about the
environment
4%
Fuel emissions
4%
Sustainable farming
3%
Food miles
2%
Source: Nielsen Homescan survey February 2007 – Great Britain
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Climate change is the environmental issue that
concerns me the most
61%
48%
49%
40%
35%
16-24
25-34
35-44
Source: Nielsen Homescan survey February 2007 – Great Britain
45-64
65+
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Climate change is the environmental issue that
concerns me the most
43%
42%
AB
C1
44%
46%
C2
D
Source: Nielsen Homescan survey February 2007 – Great Britain
41%
E
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Climate change is the environmental issue that
concerns me the most
North
South
44% 45%
45%
45% 44%
42% 45%
39%
N
or
th
Sc
C
en
ot
la
tr
nd
al
Sc
ot
la
nd
Ty
ne
Te
es
La
nc
as
hi
re
Yo
W
rk
al
sh
es
ire
&
th
e
W
es
t
M
id
la
nd
s
A
ng
lia
Lo
nd
on
So
ut
So
h
ut
h
W
es
t
38%
42% 40%
Source: Nielsen Homescan survey February 2007 – Great Britain
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Copyright © 2007 The Nielsen Company
Organic is becoming a mainstream part of fresh and chilled
categories, and still demonstrating strong growth.
Defined Organic Value Sales
Grocery Multiples
+21%
1400
1,330
Organic share of total category value
% sales growth
2006 v 2005
+18%
4.7% 24%
Dairy
4.2%
Produce
1,126
1200
3.0%
Value Sales (£000s)
Meat Poultry & Fish
1000
931
20%
21%
Bakery
1.6%
18%
800
Total Defined Organic
1.6%
18%
600
Grocery
400
Deli counter
0.8%
1%
Chilled prepared food
0.8%
21%
200
1.4%
0.6%
Frozen
0
2005
2006
2007
Beer Wine & Spirits
0.3%
Source: ACNielsen ScanTrack Grocery Multiples Total Store Read
12%
11%
7%
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The debate continues as to whether organic foods are worth a premium price.
As an additional 500,000 people have decided they have a preference for
natural foods, the same number have also decided Organic products are too
expensive.
“It’s worth paying extra for organic products”
October
2006
30%
25%
25%
February
2006
27%
45%
Agree
Neither Agree or Disagree
Disagree
Source: ACNielsen Homescan Survey
February
2004
23%
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Fairtrade publicity has been successful as 86% of people now claim to
know what Fairtrade products are. However, we see less inclination from
people to buy them and a general, though improving, perception that they
are too expensive.
% respondents that agree
"I know what
Fairtrade
products are"
"I prefer to buy
Fairtrade
products"
80
86
32
2005
2006
29
"Fairtrade
products are too
expensive"
Source: ACNielsen Homescan Survey
October 2006 vs. November 2005
49
48
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Waitrose, Co-op and Sainsbury have high proportion
of main shoppers that prefer Fairtrade.
“I prefer to buy Fairtrade products”
% respondents who “agree strongly” Indexed on All Households
Waitrose
211
Co-op
194
Sainsbury
138
Tesco
92
Somerfield
87
Morrisons
86
Asda
61
Source : ACNielsen Homescan Survey October 2006
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Summary
• UK consumer (financial) confidence levels neutral
• UK environmental concern:
–low in absolute terms
–but relatively high
• No correlation between confidence and concern for
environment
• 16-24s now expressing highest levels of concern
• No major demographic skews (E’s lowest)
• No great regional skews (TyneTees and SouthWest
lowest)
• Fairtrade and Organic continue to grow
–but don’t always justify their premium
–Waitrose, Co-op and JS main shoppers over-index
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