Niq Global Intelligence Plc · NYSE:NIQ
Niq Global Intelligence — NielsenIQ — GfK Insight Talk @IFA 2024
17 slides from Niq Global Intelligence's conference presentation, Sep 7, 2024
Slide 1: GfK Insight Talk @IFA
GfK Insight Talk @IFA Herzlich Willkommen Alexander Dehmel Head of CSM, Germany and Austria Jörg Leissner Vice President Commercial Germany 07. Sep. 2024 © 2024 Nielsen Consumer LLC. All Rights Reserved. Confidential and proprietary
Slide 2: Intro and Welcome
Jörg Leissner Vice President Commercial Germany joerg.leissner@nielseniq.com Intro and Welcome Alexander Dehmel Head of CSM Germany & Austria alexander.dehmel@nielseniq.com Confidential and proprietary © 2024 Nielsen Consumer LLC. All Rights Reserved. 1
Slide 3: What is the current state of the German TCG market?
What is the current state of the German TCG market? Confidential and proprietary © 2024 Nielsen Consumer LLC. All Rights Reserved. 2
Slide 4: Consumer spending on FMCG and Tech & Durables in Germany slightly increased in Q2'24
Consumer spending on FMCG and Tech & Durables products in Germany slightly increased in Q2’24 vs. Q2’23 consumer 0.8% spending 101.4 billion € +2.4% Spend B -2.8% a il ar FMCG t Tech & om Re Durables eter NIQ Confidential and proprietary © 2024 Nielsen Consumer LLC. All Rights Reserved. 3
Slide 5: Consumer sentiment in Germany suffers a severe setback in August
Consumer sentiment in Germany suffers a severe setback in August Consumer Climate decline forecasted for September by -3.4 points compared to the previous month 25 Willingness to buy 15 Consumer Climate 5 -5 -10,9 (Aug24) -15 -25 -22,0 (Sep24) -35 -45 2022 2023 2024 Source: GfK study co-funded from
Slide 6: TCG Germany market slightly negative in Jan to Jun '24, but with clear relaxation in Q2'24
TCG Germany market slightly negative in Jan to Jun ’24, but with clear relaxation in Q2’24 Outlook for the rest of the year is a further market stabilization 6,4% 4,8% 2,3% -0,5% -0,5% Bn. Euro Growth Rate PY -7,2% Jan-Jun 2019 Jan-Jun 2020 Jan-Jun 2021 Jan-Jun 2022 Jan-Jun 2023 Jan-Jun 2024 Source:
Slide 7: Q2'24 shows an outbalanced result, whilst most recent weeks rather were negative
Q2’24 shows an outbalanced result, whilst most recent weeks (w27-33) rather were negative Short-term effect or (long-lasting) trend reversal in Q3 and Q4 to come? TCG Total | Weekly Trends | cw1 to 31 2024 Recovery and upward trend as of Q2: 9 out of 18 weeks with positive demand w1 w2 w3 w4 w5 w6 w
Slide 8: Small Domestic Appliances, Telecom and Office Products grow in the first six months
Small Domestic Appliances, Telecom and Office Products grow in the first six months Nonetheless, 4 out of 7 sectors are facing a slight decline in HY1’24 Growth HY1’24 vs. PY by sector 4% 2% 2% -2% -2% -3% -4% Consumer Photo IT Office Major Domestic Small Domestic Telecom Electronics Appliances Appl
Slide 9: Omnichannel gaining shares due to uplift of Click & Mortar Online
Omnichannel gaining shares due to uplift of Click & Mortar Online Pure Offline retail with continuous downturn, even stronger than last year Technical Consumer Goods (TCG B2C) Online/Offline shares Jan-Jun 2024 vs PY Pure Online 22 26 29 29 30 33 2% Click & Mortar Online 10 14 17 15 16 22 Click & Mo
Slide 10: Loyalty to retailers and manufacturers on a low level
Loyalty to retailers and manufacturers on a low level How to create stickiness? Confidential and proprietary © 2024 Nielsen Consumer LLC. All Rights Reserved. 9
Slide 11: Hypothesis: Brand loyalty increased over time
Hypothesis: Brand loyalty increased over time (’23 vs. ’19 pre-Covid) Accepted → Purchasers became more brand loyal (in %). +3 ppt -5 ppt [34%] [50%] Brand Loyal Brand Purchasers Switchers Change in ppt [share in %] Source: gfknewron Consumer Intelligence, Germany, all PG audited, time frame 2019 &
Slide 12: Mobile phone buyers have the highest brand loyalty, Vacuum Cleaner buyers the lowest
Mobile phone buyers have the highest brand loyalty, Vacuum Cleaner buyer the lowest! 89,924 Interviews with new buyers of TCG Products All Purchased Products (20 PGs) 50 34 Mobile Phone 33 62 Mobile Computing 57 28 PTV 68 25 Cooling 72 20 Vacuum Cleaner 78 17 Brand switch Brand loyal New Customer n.
Slide 13: Hypothesis: Brand loyalty is equal in Household Appliances and Personal Use products
Hypothesis: Brand loyalty is equal in Household Appliances and Personal Use* products Rejected → In Personal Use categories brand loyalty is higher 22% Household Appliances < 39% Personal Use Source: gfknewron Consumer Intelligence, Germany, time frame: last 8 quarters incl. Q1/2024, 82.796 Intervi
Slide 14: Hypothesis: 'Brand' is key for Brand Loyal Purchasers
Hypothesis: ‘Brand’ is key for Brand Loyal Purchasers Accepted → Brand Loyals love ‘their brand’ Survey Question: Brand → 59% Which three of the following were most important to your final choice of product? Product Features → 66% Price → 69% Source: gfknewron Consumer Intelligence, Germany, all PG
Slide 15: Hypothesis: Brand loyalty differs hugely between audiences
Hypothesis: Brand loyalty differs hugely between audiences Accepted → GfK ‘High Spec Premiums’ and ‘Brand Enthusiasts’ with highest loyalty 50% | 48% High Spec Premiums | Brand Enthusiasts Average across audiences Brand Agnostic Digitals Low Value Traditionalists Source: gfknewron Consumer Intellige
Slide 16: Hypothesis: Brand loyalty is higher in Offline purchases (in-store)
Hypothesis: Brand loyalty is higher in Offline purchases (in-store) Rejected → Brand loyalty is not a question of purchase channel, rather same in Online and Offline 17% 17% 33% Brand Loyal 34% 50% 50% Online Sales Offline Sales Source: gfknewron Consumer Intelligence, Germany, all PG audited, time
Slide 17: Thank you! Contact us with your questions
Jörg Leissner Vice President Commercial Germany Thank you! joerg.leissner@nielseniq.com Contact us with your questions Alexander Dehmel Head of CSM Germany & Austria alexander.dehmel@nielseniq.com Confidential and proprietary © 2024 Nielsen Consumer LLC. All Rights Reserved. 16