Niq Global Intelligence Plc · NYSE:NIQ
Niq Global Intelligence — NIQ (Foxintelligence) — Fact Sheet (November 2023)
20 slides from Niq Global Intelligence's fact sheet, Nov 30, 2023
Slide 1: Black Friday results in a cautionary consumer climate
Black Friday results in a cautionary consumer climate Europe Webinar – November 30th, 2023 © 2023 Nielsen Consumer LLC. All Rights Reserved.
Slide 2: In a cautionary consumer climate
In a cautionary consumer climate Inflation remains at +3.6% Consumer confidence is the 49% Western European 64% Western European (food inflation +7.6%) on top lowest in 40 years consumers are “completely consumers are feeling “not of last year’s peak of 11.5% restricting” or “limiting” their very fe
Slide 3: Does Black Friday still have mass appeal?
… Does Black Friday still have mass appeal? More than half of consumers (61%) stated that they will be shopping the Black Friday and Cyber Monday deals this year I don’t know 19% of consumers are unsure Yes No 61% of consumers stated they 20% of consumers stated will be shopping the Black Friday the
Slide 4: Consumers were planning to shop online for the event
Consumers were planning to shop online for the event UK 93% Italy 86% Spain 83% France 78% Germany 88% Source: NIQ Holiday Habits Survey 2023, UK, FR, IT, DE, SP © 2023 Nielsen Consumer LLC. All Rights Reserv ed. 4
Slide 5: More and more companies are fighting for the attention of the consumer
At the same time, more & more companies are fighting for the attention of the consumer Traditionally an event centered on Tech & Durables categories, Black Friday is also for FMCG the most critical week in the ye ar in terms of sales value, beating traditional moments like Christmas Source: NIQ Omni
Slide 6: €694 million incremental sales in Black Friday week for FMCG
How much additional value was generated last year in Black Friday week for FMCG? € 694 million incremental sales Source: NIQ Omnisales © 2023 Nielsen Consumer LLC. All Rights Reserv ed. 6
Slide 7: What consumers actually did during Black Friday 2023
Let’s now have a look at what consumers actually did during Black Friday 2023… © 2023 Nielsen Consumer LLC. All Rights Reserv ed.
Slide 8: Online value sales grew by 7% during Black Friday vs 2022
In Europe, online value sales grew by 7% during Black Friday compared to the 2022 edition Growth is mainly driven by an increase in the number of active online shoppers during the period Growth Drivers Online Shoppers Waterfall between last 2 Black Fridays +7% Value Sales 105 100 -39 +44 +2% +5% Sho
Slide 9: Black Friday growth is lower than year-to-date growth
Black Friday growth is lower by 4 points compared to year-to-date growth Year-to-date online growth in value is +11% Black Friday Weekly Online Sales in Value – 2023 YTD vs 2022 2022 2023 +7% YTD : +11% Amazon July Amazon October Prime Day Prime Day Q1 : +11% Q2 : +12% Q3 : +10% Source: Foxintellige
Slide 10: Earlier promotions in the quarter diluted the Black Friday effect
This is partially because of earlier promotions in the quarter, diluting the Black Friday effect And Black Friday “official day” online sales decreased by 1% in value Daily Online Sales in Value – Q4 2023 vs Q4 2022 Value # of Orders 2022 2023 October Prime Day +23% +24% Singles’ Day +3% +17% Black
Slide 11: Online shoppers were active, but selective
During Black Friday, online shoppers were active, but selective Participation rate increased compared to previous years Black Friday Participation Rate among Online Shoppers since 2020 26th Nov 2021 25th Nov 2022 24th Nov 2023 11% 11% 12% 4th Dec 2020 7% Black Friday Official Day BF 2023 BF 2020 BF
Slide 12: Who are the winners of Black Friday 2023?
So, who are the winners of Black Friday 2023? © 2023 Nielsen Consumer LLC. All Rights Reserv ed.
Slide 13: Fashion is the #1 category sold online in Europe
In 2023, Fashion is the #1 category sold online in Europe, ahead of Computers & Electronics FMCG (Food & Bev, Baby, Pets, Home Care, Health & Beauty) is the 3rd category online in value Category Mix per European Country in Value MAT 2023 21% average weight of FMCG in e-commerce of goods 23% 21% 17%
Slide 14: Appliances, Beauty, and Computer & Electronics have the highest uplift
Appliances, Beauty, and Computer & Electronics have the highest uplift during Black Friday Categories in green overperformed over the last 12 months and specifically during Black Friday {Annual Growth x Black Friday Uplift} Matrix applied to Product Categories MAT Growth vs Year Ago pet food healthc
Slide 15: Health & Beauty overperforming categories
In Health & Beauty, Fragrances, Hair Removal and Oral Care are the overperforming categories © 2023 Nielsen Consumer LLC. All Rights Reserv ed.
Slide 16: Health & Beauty gained 1 point of market share
Compared to Black Friday 2022, Health & Beauty gained 1 point of market share Category Mix in Value during Black Friday 7% 7% 7% 8% Sports & Auto DIY & Garden Health & Beauty Food, Baby, Pet, Home care Culture & Games Home & Appliances Fashion Computer & Electronics Black Friday 2020 Black Friday 20
Slide 17: Fragrances is the category with the highest uplift across Europe
Fragrances is the category with the highest uplift across Europe Black Friday uplift vs MAT among Health & Beauty categories #1 Health & Beauty category in terms of uplift by country fragrances 2.94 ie Fragrances 4.84 nl Fragrances 4.69 hair removal 2.75 fr Fragrances 3.72 oral care 2.48 it Oral Car
Slide 18: TikTok Shop gains less traction during Black Friday than Singles' Day
#Social Commerce: In the UK, TikTok Shop fails in gaining as much traction during Black Friday as they did for the Singles’ Day TikTok Shop's market share in Cosmetics online YTD 2023 6.5% Week 45 2023 (Single Day) 9.6% Black Friday 6.2% Source: Foxintelligence e-receipt panel of 2.5m online shopper
Slide 19: What do the winning brands and retailers have in common?
To wrap things up, what do the winning brands & retailers have in common? © 2023 Nielsen Consumer LLC. All Rights Reserv ed.
Slide 20: Successful players are better at knowing their shoppers and competitors
Due to its fragmentation, e-commerce is challenging to measure … But successful players are better at knowing their shoppers and their competitors • Target the right shoppers: In the current economic context, it is paramount to know who your best shoppers are, where and what they are purchasing onli