CHANGING CONSUMER PROSPERITY - THE IMPACT OF WEALTH FRAGMENTATION ON THE CONSUMER ENVIRONMENT - Nielsen

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CHANGING CONSUMER PROSPERITY - THE IMPACT OF WEALTH FRAGMENTATION ON THE CONSUMER ENVIRONMENT - Nielsen
CHANGING CONSUMER
PROSPERITY
THE IMPACT OF WEALTH FRAGMENTATION ON THE
CONSUMER ENVIRONMENT

Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.   1
CHANGING CONSUMER PROSPERITY - THE IMPACT OF WEALTH FRAGMENTATION ON THE CONSUMER ENVIRONMENT - Nielsen
CONSUMERS FEEL
                            FINANCIALLY FITTER
                            Markets around the world have faced fluctuating economic conditions in
                            recent years, with many economies experiencing varying degrees of growth
                            or recession. Amid these unpredictable conditions, many experts expected an
                            uptick in consumers’ financial situations and millions of consumers to join the
                            middle class. Conversely, many commentators questioned whether economic
                            progression was proportionate, pointing to growing wealth gaps in many
                            markets. The pundit catchphrase “haves and have-nots” points to a growing
                            divide, where the rich are getting richer and the poor are getting poorer,
                            despite country economic performance.

                            The Nielsen Changing Consumer Prosperity report reveals consumers’
                            sentiment toward their financial situations and explores the behaviour and
                            impact on spending, and how this has changed over time.

                                                     58%
                                                     GLOBAL CONSUMERS FEEL THEY ARE
                                                     FINANCIALLY BETTER OFF
                                                     THAN THEY WERE FIVE YEARS AGO.
                                                ¹ Source: Nielsen Global Premiumization Study 2018

                            Globally, the majority (58%) of consumers feel that they are in a better
                            financial position than they were five years ago, but there is also a sizeable
                            proportion of consumers who feel that they are only in survival mode, with
                            sentiment differing considerably by region and country.

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CHANGING CONSUMER PROSPERITY - THE IMPACT OF WEALTH FRAGMENTATION ON THE CONSUMER ENVIRONMENT - Nielsen
FINANCIAL WELLBEING DOES
                NOT EQUATE TO WEALTH
                Asia-Pacific consumers feel the most optimistic about their financial situation, while 70% reporting
                that they are in a better position today compared with five years ago. Europeans are the least
                positive, with only 37% of consumers saying they are currently in a firmer financial position.

                The findings highlight significant disparities in consumer sentiment across global markets, with
                many consumers feel that their personal economic circumstances have improved in recent years,
                numerous others believe they are faring worse.

               CONSUMER PERCEPTIONS ABOUT THEIR FINANCIAL WELLBEING ARE STRONGER IN
                                      DEVELOPING MARKETS
                                   GLOBAL                             58%                                    23%                19%
                              ASIA PACIFIC                                  70%                                    18%                12%
                                  EUROPE                 37%                                   32%                       31%
                      AFRICA / MIDDLE EAST                       52%                                  21%                 27%
                            LATIN AMERICA                       50%                                  21%                 29%
                           NORTH AMERICA                       46%                                    33%                      21%

                                                           BETTER OFF             ABOUT THE SAME      WORSE OFF

               ¹ Source: Nielsen Global Premiumization Study 2018, “Compared to five years ago, are you financially better or worse off today?”

                Nearly one in five global consumers (19%) believe they are in an inferior financial position compared
                with recent years, with regional differences regarding deteriorating financial standing following a
                similar pattern to the regions where consumers feel more prosperous. Asia-Pacific consumers have
                the lowest incidence of consumers feeling worse off, while Europe records the highest.

                                                          19%
                                                          GLOBAL CONSUMERS FEEL THEY ARE
                                                          FINANCIALLY WORSE OFF
                                                          THAN THEY WERE FIVE YEARS AGO.
                                                     ¹ Source: Nielsen Global Premiumization Study 2018

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CHANGING CONSUMER PROSPERITY - THE IMPACT OF WEALTH FRAGMENTATION ON THE CONSUMER ENVIRONMENT - Nielsen
MORE POSITIVE MONETARY
               MINDSET IN DEVELOPING
               MARKETS
               Seven of the top 10 markets recording the most positive sentiment toward their financial
               situation hail from Asia-Pacific, and six of the 10 least positive markets are in Europe. It is worth
               noting, though, that many of the countries recording an improvement in financial wellbeing are in
               Eastern Europe.

                                                                TOP 10 MARKETS

                                                        BETTER OFF                                                         WORSE OFF
                  BETTER OFF                                                                       WORSE OFF
                                                      BIGGEST CHANGE                                                    BIGGEST CHANGE

        VIETNAM               86%             HUNGARY               +21%              GREECE              56%      TURKEY         +13%

         CHINA                81%              POLAND               +14%              UKRAINE             45%       EGYPT         +13%

       INDONESIA              75%             BULGARIA              +14%             BELARUS              42%     ARGENTINA       +13%
                                                                                                                 UNITED ARAB
          INDIA               74%             SLOVENIA              +14%            ARGENTINA              41%                    +6%
                                                                                                                  EMIRATES
       COLOMBIA               72%               SPAIN               +13%               JAPAN              40%     SINGAPORE       +4%

      PHILIPPINES             71%              IRELAND              +13%              RUSSIA              38%     INDONESIA       +4%

       ROMANIA                61%              ESTONIA              +12%              FRANCE              36%     THAILAND        +4%

       PAKISTAN               60%            HONG KONG              +12%               EGYPT              36%    SAUDI ARABIA     +3%

       MALAYSIA               59%             PORTUGAL              +12%              TAIWAN              35%      TAIWAN         +3%

       THAILAND               57%             COLOMBIA              +12%              FINLAND             35%      AUSTRIA        +3%

¹ Source: Nielsen Global Premiumization Study 2018 and ² 2016

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CHANGING CONSUMER PROSPERITY - THE IMPACT OF WEALTH FRAGMENTATION ON THE CONSUMER ENVIRONMENT - Nielsen
There is an array of economic and social factors that can be examined to interpret why consumers
             have responded as they have in the various markets, but often, only loose or inconsistent
             relationships can be drawn with consumer sentiment. Changes in average wage growth, income
             distribution, discretionary income and inflation can provide useful context for understanding
             changes in consumer attitudes, but the averages belie the fragmentation of changing consumer
             fortunes, and cannot precisely account for why consumers feel they are better or worse off, and
             more importantly, how they are shifting their spend based on their perceived circumstances.

         DISPOSABLE INCOME CHANGE HAS A SLIGHT RELATIONSHIP WITH CONSUMER SENTIMENT
                 86%
                              81%
                                          75%          74%
                                                                    72%          71%

                                                                                              61%         60%             59%
                                                                                                                                      57%
                                                51%

                                    32%                      33%
                       29%
                                                                                                                                27%
                                                                                       22%          22%         21%

                                                                                                                                            14%
                                                                          12%

                  VIETNAM      CHINA      INDONESIA      INDIA      COLOMBIA    PHILIPPINES   ROMANIA      PAKISTAN       MALAYSIA    THAILAND

                                            BETTER OFF THAN 5 YEARS AGO         AVG. DISPOSABLE INCOME GROWTH 2014-2018

              Source: ¹ Nielsen Global Premiumization Study 2018, ³ Economist Intelligence Unit - disposable income growth, average monthly
              wage growth (2014 – 2018)

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FIRMER FINANCIAL FOOTING
                DOES NOT MEAN MORE
                PURCHASING POWER
                The absence of robust connections reminds us that consumer sentiment is intrinsically rooted in
                consumer experiences and circumstances. For example, if a consumer in one market improves
                their financial situation by a small amount to allow them to provide essentials to their family
                for the first time, they may be more inclined to respond positively than a consumer in another
                market who has gained more, but whose lifestyle has not changed significantly, even though they
                are more prosperous.

                While the majority of consumers express better financial wellbeing, their improving situations
                have not necessarily enabled them to spend more freely.

                                                   15%
                                                   GLOBAL CONSUMERS FEEL THEY ARE
                                                   ABLE TO SPEND FREELY.
                                               ¹ Source: Nielsen Global Premiumization Study 2018

                Only 15% of global consumers, relative to over half (58%) with improved financial status, feel
                they can spend freely. The majority (53%) say they live comfortably, and are able to buy some
                things just because they want them. Nearly a third (31%) of consumers say they only have enough
                money for food, shelter and the basics.

               FAVOURABLE FINANCIAL WELLBEING DOES NOT MEAN MORE PURCHASING POWER

              19%                  23%                     58%                          32%           53%            15%
             WORSE                 ABOUT                   BETTER                      AFFORD          LIVING     ABLE TO SPEND
              OFF                 THE SAME                  OFF                       THE BASICS    COMFORTABLY      FREELY
            ¹ Source: Nielsen Global Premiumization Study 2018, Percentage of global consumers

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RETAIL TRANSFORMATION
               IS TWOFOLD
               Nielsen’s Global Markets Retail Leader, Pedro Manosalva, believes consumers’ perception of their
               personal financial situation plays a role in influencing the shape of the retail landscape. Across
               the global geographies, the contrast between consumers who only have enough for the basics
               and those who are comfortable and able to spend freely, in many ways mirrors trends observed
               in the retail sector channels.

               IN EUROPE, WHERE HALF THE CONSUMERS CAN ONLY AFFORD THE BASICS, THERE IS
               WIDESPREAD SUCCESS OF DISCOUNT RETAILERS AS CONSUMERS SEEK OUT LOWER PRICES AND
               PROMOTION. WHILE IN LATAM, LOW AND PREMIUM PRICED SECTORS ARE GROWING, SIGNALLING
               SHIFTING CONSUMER SPENDING ABILITY AND NEEDS.
               Pedro Manosalva, Nielsen Global Markets, Retail Leader

                   EUROPEAN DISCOUNTERS WIN SHARE OF RETAIL SALES WITH LOWER PRICES

                                                                                                                                          SHARE
                                    20,7%                 21,4%          22,0%                 22,4%         23%

                                     2013                  2014           2015                 2016          2017
                        ⁴ Source: Nielsen Retail Measurement Services, Europe

    LATIN AMERICA RETAILERS APPEAL TO CONSUMERS THROUGH VALUE AND PREMIUM OFFERINGS
                              CHILE - TOTAL FMCG 0.8%                     MEXICO - TOTAL FMCG 8.3%                  COLOMBIA - TOTAL FMCG 1.6%

                                                                  13,7%                              14,4%
                      8,7%                              8,4%                                                                                  13,1%
                                            2,3%                                 7,5%   6,8%                   2,5%
                                                                                                                                   5,8%
                                 -3,2%                                                                                   -1,1%
                       LOW      MEDIUM PREMIUM RETAIL             LOW        MEDIUM PREMIUM RETAIL             LOW      MEDIUM PREMIUM RETAIL
                       TIER      TIER    TIER BRANDS              TIER        TIER    TIER BRANDS              TIER      TIER    TIER BRANDS
                                                                                  % VALUE GROWTH

                   ⁵ Source: Nielsen Retail Measurement Services, Latam

               The growth evident in many markets at opposite ends of the price scale is often at the expense
               of mid-tier products and pricing. Typically, growth in the low-tier sector is driven by local
               players, discounters and private label, while top-tier growth is driven by smaller, specialist and
               niche manufacturers—but in many cases, both movements have been at the expense of large
               multinational manufacturers who have traditionally served the mass market in the
               mid-priced range.

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GROCERIES GAIN WALLET
                SPEND AHEAD OF ALL ELSE,
                EVERYWHERE
                Trends reflected in the retail channels and price ranges are not the only areas where consumers
                are altering their behaviour. Consumers are proactively, due to changing aspirations or priorities,
                or reactively, due to factors such as inflation, adapting their overall wallet allocation on fixed
                and discretionary expenses. The largest proportion of global consumers (44%), consistent across
                all geographies, indicate that over the past five years the amount they spend on groceries
                has increased. This is followed by additional spend on technology and communications (38%),
                education (34%), travel (33%) and healthcare (32%).

           GROCERIES TOPS THE LIST WHERE CONSUMERS ARE SPENDING MORE OF THEIR MONEY
                             GLOBAL                                    ASIA PACIFIC                                       EUROPE
                 GROCERIES                 44%                 GROCERIES                  46%               GROCERIES                 39%
              TECHNOLOGY /
            COMMUNICATION                  36%                 EDUCATION                  44%                 UTILITIES               33%
                                                             TECHNOLOGY /                                   HOUSEHOLD
                 EDUCATION                 34%             COMMUNICATION                  43%                   GOODS                 27%
                                                                                                          TECHNOLOGY /
                    TRAVEL                 33%                     TRAVEL                 43%           COMMUNICATION                 25%
                                                                                                                RENT /
                HEALTHCARE                 32%                 DINING OUT                 40%                MORTGAGE                 25%

                    AFRICA / MIDDLE EAST                                    LATAM                                  NORTH AMERICA
                 GROCERIES                 50%                 GROCERIES                  47%               GROCERIES                 33%
                                                               HOUSEHOLD
                 EDUCATION                 47%                     GOODS                  38%                 UTILITIES               30%
              TECHNOLOGY /                                   TECHNOLOGY /
            COMMUNICATION                  42%             COMMUNICATION                  33%              HEALTHCARE                 26%
                                                                                                                RENT /
                HEALTHCARE                 40%                 EDUCATION                  32%                MORTGAGE                 22%
                HOUSEHOLD
                    GOODS                  39%                HEALTHCARE                  29%                   TRAVEL                22%

          ¹ Source: Nielsen Global Premiumization Study 2018. Top 5 categories consumers are spending more on vs. 5 years ago. Options:
          Clothing – Video/Music – Entertainment/Leisure – Travel – Dining Out – Home Improvements – Utilities – Groceries – Household
          Goods - Rent/Mortgage – Healthcare – Education – Technology/Communication – Childcare – Servicing Debt

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Rising spend on technology and communication is also common across all regions, as the scale
                and utility of connectivity continues to influence the lives of consumers around the world. Paying
                more for education, travel and healthcare is specific to certain regions and markets as macro
                change drivers unfold at differing rates in different areas.

                Region and market individuality reflect the diverse conditions, circumstances, priorities and
                aspirations of consumers around the globe. In Asia-Pacific, the growing spend in discretionary
                areas points to rising confidence, ability and willingness to spend. Asian consumers called out
                more spend allocated towards travel and dining out over the past five years.

                In Europe and North America, the presence of utilities and rent/mortgage payments in the top
                five areas illustrates tight financial conditions where the cost of living is putting a strain on many.

                Rising spend on healthcare in North America is indicative of the aging population where older life
                stages have impacted spend. Conversely, the immense young generation in Asia and Africa result
                in education spend featuring highly, within the top five areas, where spend has increased.

                In many areas inflation is a core component of the cost. High inflationary markets and
                environments with foreign exchange volatility, particularly in Africa and Latin America, have
                resulted in relatively higher scores for the essential groceries and household goods.

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TRADING ON UP IN
                ELECTRONICS, APPAREL
                AND PROTEIN
                While consumers are typically cost-conscious and look for bargains, there are categories where
                they are willing to pay a premium. Globally, the key categories where consumers are willing
                to trade up include: personal electronics (42%), clothing/shoes (40%), cosmetics (31%), dairy
                products (30%) and meat/seafood (29%). These categories highlight both extrinsic and intrinsic
                consumer drivers for premiumisation.

             GLOBAL CONSUMERS ARE WILLING TO PAY A PREMIUM FOR PERSONAL ELECTRONICS
                                         AND CLOTHING
                            GLOBAL                                     ASIA PACIFIC                                        EUROPE
                PERSONAL                                        PERSONAL
             ELECTRONICS                  42%                ELECTRONICS                  49%           CLOTHING / SHOES            33%
                                                                                                               PERSONAL
         CLOTHING / SHOES                 40%            CLOTHING / SHOES                 45%               ELECTRONICS             32%
               COSMETICS                  31%                  COSMETICS                  38%            MEAT / SEAFOOD             31%
          DAIRY PRODUCTS                  30%                 JEWELLERY                   35%               COFFEE / TEA            27%
           MEAT / SEAFOOD                 29%             DAIRY PRODUCTS                  34%            DAIRY PRODUCTS             24%

                  AFRICA / MIDDLE EAST                                      LATAM                                   NORTH AMERICA
         CLOTHING / SHOES                 43%            CLOTHING / SHOES                 44%            MEAT / SEAFOOD             30%
                PERSONAL                                        PERSONAL                                       PERSONAL
             ELECTRONICS                  39%                ELECTRONICS                  42%               ELECTRONICS             29%
           MEAT / SEAFOOD                 31%              MEAT / SEAFOOD                 35%           CLOTHING / SHOES            27%
                HAIR CARE                 31%                   HAIR CARE                 32%               COFFEE / TEA            25%
          DAIRY PRODUCTS                  29%             DAIRY PRODUCTS                  32%            DAIRY PRODUCTS             22%

     ¹ Source: Nielsen Global Premiumization Study 2018. Top 5 categories consumers are willing to pay a premium for (spend more
     than the category average price)

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Nielsen’s head of Sales and Marketing Effectiveness, Laura McCullough, believes that the local
                   nuances present rich opportunities for retailers and manufacturers to hone in on premium
                   attributes within specific categories. In categories where consumers are more cost conscious,
                   retailers tend to promote heavily to catch the attention of consumers, and position themselves as
                   value players.

                   A KEY WATCH-OUT IS TO AVOID FEATURING PRODUCTS THAT CONSUMERS ARE WILLING TO PAY
                   A PREMIUM FOR, OR DISCOUNTING MORE THAN CONSUMERS ARE EXPECTING. IT’S IMPORTANT
                   THAT PROMOTIONS ARE MATCHED TO THE NEEDS OF LOCAL CONSUMERS - PRICE ELASTICITY
                   ANALYSES SHOW WHAT CONSUMERS ARE WILLING TO PAY.
                   Laura McCullough, Nielsen Global Markets, Sales and Marketing Effectiveness Lead

                   Examples of where the promotional environment does not efficiently reflect consumer sentiment
                   towards price, brand and willingness to spend are distinct in the United Arab Emirates (UAE) and
                   Saudi Arabia (KSA). These two markets feature with the countries reflecting the biggest slump in
                   financial standing, and are some of the most price sensitive markets globally.

            COUNTRIES MOST SENSITIVE TO PRICE CHANGE (EVERYDAY ELASTICITY) INCLUDE THE
                                       UAE AND SAUDI ARABIA
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            -1,5       -1,6
                                -2,0       -2,0     -2,0       -2,0
                                                                         -2,1      -2,1      -2,2
                                                                                                       -2,3       -2,3
                                                                                                                              -2,4    -2,4

                                                                                                                                                -3,0

⁶ Source: Nielsen Price and Promotion, Everyday Pricing Analytics 2017-2018, Average of 36 countries. Price elasticity is the relationship between price and
volume. On average, a 1% price increases yields a 1.5% decline in volume. Country elasticities provide an indication of relative sensitivity only as not all
brands/sku’s will have the same price elasticity.

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IN THE UAE AND SAUDI ARABIA 60% OF PROMOTIONS CANNIBALIZE BASE SALES, ONLY 40%
                              OF PROMOTED VOLUME IS INCREMENTAL
                                                                                       INCREMENTAL SALES
                                                                                              14%                        40% EFFICIENCY
                                                       PROMOTED SALES
                                                            35%                         SUBSIDIZED SALES
                                                                                              21%                       60% INEFFICIENT

                    TOTAL PRODUCT SALES
                            100%
                                                                                                                 BASE SALES
                                                     NON PROMOTED SALES               NON PROMOTED SALES
                                                            65%                              65%

              ⁷ Source: Nielsen Price & Promotion studies, Promoted vs Non Promoted Sales, KSA & UAE 2017-2018

                Nielsen’s head of Sales and Marketing Effectiveness, Africa and Middle East, Terence Colle, points
                out that this has resulted in consumers becoming conditioned to shop in a high frequency,
                discount environment, where a large proportion of promotional investment is wasted.

                47% OF FMCG ITEMS IN THE UAE ARE SOLD ON DISCOUNT. IT IS CLEAR THAT NOT ALL PRODUCTS
                RESPOND AS WELL TO PROMOTION. CONSUMERS ARE MORE EXCITED ABOUT SOME PRODUCTS
                AND PROMOTIONS THAN OTHERS, IT’S IMPORTANT TO KNOW WHICH THESE ARE.
                Terence Colle, Nielsen Africa and Middle East, Sales and Marketing Effectiveness Lead

                As in the Middle East, there are similar instances around the globe that highlight different
                sensitivities, and where changing prosperity and attitudes to spending must be taken into account
                when evolving strategic elements like pricing, promotion and assortment. Understanding which
                categories and products consumers are more willing to pay a premium for, as well as identifying
                those where they are not, is critical.

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CEILING FOR PREMIUM
                PRODUCTS NOT MATCHING
                PRICE PERCEPTION
                Looking at the categories that consumers are least likely to pay more for there are variations by
                region, however, two categories feature most consistently; carbonated beverages and tobacco.
                Consumers view products in these categories as value purchases, or they do not associate them
                with sufficiently differentiated attributes to account for a price premium. Historically, categories
                and products that have low involvement and investment have been the domain of retail brands
                or private label, as they provide a natural entry point for consumers looking for more accessible
                price points. This, however, has changed as retailers expand their private label footprint into
                broader ranges of products and categories, and many have introduced premium tier private-label
                offerings, attractive to consumers at the lower end of the premium pricing spectrum.

                       CONSUMERS ARE LEAST WILLING TO PAY A PREMIUM FOR TOBACCO AND
                                         CARBONATED BEVERAGES
                              GLOBAL                                    ASIA PACIFIC                                    EUROPE
                    CEREAL                  11%                    CEREAL                 12%                 CEREAL                 8%
           FROZEN DINNERS /                                                                          FROZEN DINNERS /
             MEAL STARTERS                  11%              SALTY SNACKS                 11%          MEAL STARTERS                 7%
                                                              CARBONATED
               SALTY SNACKS                 11%                BEVERAGES                  11%            SALTY SNACKS                7%
                CARBONATED                                                                                CARBONATED
                 BEVERAGES                  10%                  PET FOOD                 10%              BEVERAGES                 7%
                   TOBACCO                  6%                    TOBACCO                 7%                 TOBACCO                 6%
                    AFRICA / MIDDLE EAST                                     LATAM                               NORTH AMERICA
                CARBONATED                                FROZEN DINNERS /                              SUGAR / SUGAR
                 BEVERAGES                  11%             MEAL STARTERS                 13%             SUBSTITUTE                 7%
           FROZEN DINNERS /                                BABY FORMULA /
             MEAL STARTERS                  10%                     FOOD                  11%                 CEREAL                 7%
                                                            BABY DIAPERS /                             BABY FORMULA /
                   PET FOOD                 9%                       WIPES                11%                   FOOD                 5%
                                                              CARBONATED                               BABY DIAPERS /
                   TOBACCO                  7%                 BEVERAGES                  11%                   WIPES                5%
                 ALCOHOL /
                    SPIRITS                 6%                    TOBACCO                 5%                 TOBACCO                 4%

          ¹ Source: Nielsen Global Premiumization Study 2018. Bottom 5 categories consumers are willing to pay a premium for (spend more
          than the category average price)

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PROLIFERATING PRIVATE
            LABEL PRESENCE
            Consumer attitudes to purchasing private label products have also changed, while cost saving
            remains a hefty driver of retail brand adoption, many consumers now see retail brands as worthy
            alternatives to name brands.

                  CONSUMERS’ PERCEPTIONS OF PRIVATE LABEL QUALITY HAVE IMPROVED
                                     GLOBAL                                                                       71%
                                ASIA PACIFIC                                                                        74%
                                     EUROPE                                                                 63%
                        MIDDLE EAST / AFRICA                                                                      71%
                              LATIN AMERICA                                                                             76%
                             NORTH AMERICA                                                                                79%

                       ⁸Source: Nielsen Global Private Label Study, 2016. Percentage of consumer who agree strongly/
                       somewhat.

            The U.S. is an example of where a strong private-label presence has evolved to include tiered
            pricing and premium offerings. Although there is strong growth across the private-label spectrum,
            there is similarly growth in the premium and discount tiers of branded goods, with mid-tier
            ranges facing growth pressure from both ends of the price scale. As a mature market, this clear
            state of fragmentation between product and pricing may hold many clues for other markets
            seeking a potential picture of the future.

                                           USA VALUE SHARE AND GROWTH BY PRICE TIER
                           VALUE GROWTH                                                VALUE GROWTH
                                   +1.7%   33%                                                +5.8%   11%
                                  +5.3%    30%                                                -0.9%   27%
                                  +6.4%    19%                                                +0.1%   26%
                                                                                                                                   TIER 5 (PREMIUM)
                                  +7.2%    10%                                                +2.4%   18%                          TIER 4
                                 +13.7%    8%                                                 +6.1%   18%
                                                                                                                                   TIER 3
                                                                                                                                   TIER 2
                                  PRIVATE                                                                                          TIER 1 (DISCOUNT)
                                   LABEL                                                     BRANDED

              ⁹ Source: Nielsen Advanced Solutions Group, USA Analytic Product Attribute (APA) database – 52 weeks to March 31st, 2018
              vs. year ago

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In some regions, private label has also been perpetuated by well-defined strategies and
                   a sharp focus by retailers that recognize the diverse consumer views on spending across
                   different categories.

                   IN EUROPEAN MARKETS, RETAILERS HAVE DEVELOPED A CONSUMER RELATIONSHIP THAT HAS
                   MOVED BEYOND PRICE AND IS ALLOWING THEM TO WIN IN DIFFERENT TIERS AND CATEGORIES.
                   Mike Watkins, Nielsen U.K., Head of Retail Services

                   Within the discount retail model there are four clear stages evolving:

                      1.   Retailers enter or grow when there are weak or changing economic conditions.

                      2.   Growth is sustained by following a ‘lowest price’ strategy, supported by new store openings.

                      3.   Share is consolidated by engaging more with customers around quality, as well as price.

                      4.   Shopping trips and sales are accelerated through extended ranges of fresh and chilled
                           foods, and stores are re-imagined as modern, small supermarkets.

                   While remaining true to their origins of; limited range, primarily private label, proximity retailers,
                   with a low cost operating model.

                   There remain categories and markets, though, where private label has struggled to penetrate,
                   and in many cases these correspond with markets that are experiencing favourable development
                   in consumer prosperity and spending intent. In Asia, the presence of private label is relatively
                   low compared to other regions, and although dynamics such as strong local value players and
                   traditional trade need to be considered, there is no doubt that the growth of premium offerings,
                   and the future opportunities, can be linked to increasing wealth.

                   In Thailand, nearly one third (29.9%) of FMCG sales are considered premium and are growing at
                   the expense of mainstream and value offerings. In particular, it is the higher price bands within
                   the premium segment that are driving the expansion. The distribution of consumer spending in
                   Thailand aligns closely with consumers’ attitude to spending, with 23% of Thai consumers saying
                   they are able to spend freely.

                    IMPROVING FINANCIAL STATUS ENTICES THAI CONSUMERS TO SPEND MORE ON
                                             PREMIUM PRODUCTS
                                  AFFORDABLE LUXURY:
                                       12% (+8.3%)

                                       HIGH PREMIUM:                                                           LOWER PREMIUM:
                                       27% (+5.1%)                                                             48% (-2.9%)

                                        MID PREMIUM:
                                       14% (-2.4%)

10
     Source: Nielsen Retail Measurement Services, Thailand, June 2018. Premium price index vs. category average greater than 1.2

Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.                                   15
INDIA’S NEWFOUND
               PURCHASING POWER AND
               PREMIUM DESIRE
               Fragmentation of consumer prosperity will continue to exist in many markets across Asia, and
               nowhere could these changing dynamics offer such big dividends, as in India. A recent Nielsen
               India report, Acing Location Strategy, emphasised the importance of understanding the diverse
               range of Indian consumers in terms of their spending capability and attitudes, linked to where
               these consumer groups are geographically located, together with their lifestyle attributes
               and circumstances. Along with massive value and discount retail and product prospects, the
               anticipated and continued growth in consumer prosperity is expected to drive opportunities
               across the product spectrum.

                                   PREMIUM SEGMENTS WILL BOOM WITH A RISE IN AFFLUENT HOUSEHOLDS DEMANDING
                                   GLOBAL STANDARDS OF GOODS AND SERVICES, AND FROM MULTITUDES OF HOUSEHOLDS
                                   WHO WILL BE ABLE TO EXERCISE THEIR NEWFOUND PURCHASING POWER.

               As in other markets, consumers in India indicate that they are more willing to pay a premium
               for certain products and not willing to spend on others. The key to unlocking premiumisation
               opportunities lies in assessing consumers’ changing spending capability, identifying the retail and
               category levers and understanding the consumer attitudes underpinning their behaviour
               and preferences.

               A myriad of factors enter into consideration when consumers distinguish a product as premium.
               These range from function and performance to origin and price, all of which are essential
               elements to evaluate when positioning, producing, communicating or selling a premium product.

Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.                     16
PREMIUM FUNDAMENTALS
          OUTWEIGH PRICE PERCEPTIONS
          Globally, consumers rank high quality materials/ingredients as the leading factor that characterises a
          product as premium. Function and performance, superior style and design, exceptional experience and
          from a reliable brand are other important criteria cited by consumers as premium determinants. These
          factors interchange across regions, indicating some geographic preference in the way consumers think
          about premium offers.

                  QUALITY, PERFORMANCE AND DESIGN ARE FUNDAMENTAL PREMIUM FEATURES
                                              HIGH QUALITY MATERIALS / INGREDIENTS                                                56%
                                            EXCEPTIONAL FUNCTION OR PERFORMANCE                                             51%
                                                          SUPERIOR STYLE OR DESIGN                                    43%
                                                  EXCELLENT CUSTOMER EXPERIENCE                                      42%
                                                    WELL-KNOWN OR TRUSTED BRAND                                      42%
                                     UNIQUE-DELIVERS WHAT NO OTHER PRODUCT DOES                                    39%
                                    ORIGIN-BASED TRAITS (SWISS CHOC. FRENCH WINE)                                36%
                                                                     IT’S EXPENSIVE                            33%
                                             HANDCRAFTED/USES ARTISANAL METHODS                          27%
                                  AVAILABLE TO THOSE OF CERTAIN STATUS/EXCLUSIVITY                     24%
                                                             HARD TO FIND / SCARCE                  21%

                  ¹ Source: Nielsen Global Premiumization Study 2018. Percentage of global consumers

          Beyond how consumers differentiate premium product properties, there are a number of elements that
          consumers are highly willing to pay extra for that provide further potential for premiumisation.

                    QUALITY/SAFETY, FUNCTION AND NATURAL ATTRIBUTES WILL BECOME MORE
                                       IMPORTANT PREMIUM FACTORS
       49%                      46%                         41%                       38%                      37%                      30%                   21%

COMES WITH HIGH-QUALITY /    PROVIDES SUPERIOR       CONTAINS ORGANIC / ALL   ENVIRONMENTALLY FRIENDLY PROVIDES SOMETHING NO         DELIVERS SOCIAL      ORIGINATES FROM A
   SAFETY STANDARDS       FUNCTION OR PERFORMANCE     NATURAL INGREDIENTS      / SUSTAINABLE MATERIALS  OTHER PRODUCT DOES        RESPONSIBILITY CLAIMS   SPECIFIC COUNTRY

                    ¹ Source: Nielsen Global Premiumization Study 2018. Percentage of global consumers highly willing to purchase.

          Quality/safety assurances and guarantees may help justify higher price points and allay discomfort in
          the decision process. The rising intensity for characteristics such as organic, sustainable and accountable
          are also likely to feature more prominently in the positioning of products as premium. A number of
          questions do arise when considering these benefits as premium attributes. What remains to be seen in
          coming years is whether these factors will become increasingly important to consumers if they are more
          visible or socially endorsed, or will they simply become the cost of entry as legislation, governance and
          consumer demand makes it mandatory.

   Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.                                                                     17
PREMIUM PRODUCT
                DISCOVERY IS DIGITAL
                Trial of a new premium product is usually based on recommendations from family and friends
                followed by personal research, online advertising and television advertising. Product research
                is the top source of premium product trial in Europe and North America, reiterating the
                regional and market variations. It is also important to note that consumers utilise a number of
                channels to inform new premium product decision making. This strengthens the requirement
                for multi-platform marketing and consumer touch points, and marketing strategies that include
                extensive digital and social components. Web searches, peer reviews, comparison websites,
                product and consumer reviews and retailer websites are valuable inputs for consumers along
                their path to purchase.

               RECOMMENDATION, RESEARCH AND ADVERTISING ARE IMPORTANT SOURCES FOR
                                  PREMIUM PRODUCT DISCOVERY

                    46%                                                                                 25%
         RECOMMENDATIONS BY                                                                            IN-STORE ADVERTISING
              FRIENDS/FAMILY

                    36%
                                                                                                        24%
                     RESEARCH

                                                                                                        IMPULSE
                    32%
           ONLINE ADVERTISING

                     31%                                                                                9%
                                                                                                        RADIO /
       TELEVISION ADVERTISING                                                                           OUTDOOR ADVERTISING

                   ¹ Source: Nielsen Global Premiumization Study 2018. Percentage of global consumers

Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.                               18
ONLINE RETAIL DESTINATIONS
               GAIN TRACTION
               When it comes to the places where consumers buy premium products, physical stores
               remain the preferred channel. Sixty percent of consumers buy premium products in-store,
               from a retailer in their country, so they can personally inspect and review product features
               and quality. The strength of this sentiment has eased slightly (-1% since 2016), but more
               significantly, the willingness to buy premium products online has increased: 45% of consumers
               say they purchase premium products online from a retailer in their country, up 6% points from
               2016. Consumers are also more open to buying premium products online from an overseas or
               cross-border retailer; with 24% reporting they do this (up 5 percentage points). Individualised
               engagement and compelling offers from brand owners online will contribute in propelling
               online channels forward.

               ONLINE RETAIL IS A GROWING DESTINATION FOR SHOPPING PREMIUM PRODUCTS
                            60%
                               -1                                                           45%
                                                                                             +6                         24%
                                                           15%
                                                                                                                          +5
                   IN STORE, FROM A RETAILER IN   IN STORE, FROM A RETAILER        ONLINE, FROM A RETAILER IN    ONLINE, FROM A RETAILER
                          MY COUNTRY              OVERSEAS / CROSS-BORDER                MY COUNTRY             OVERSEAS / SCROSS-BORDER

               ¹ Source: Nielsen Global Premiumization Study 2018. Percentage of global consumers

Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.                                           19
MINDSET AND INTENT
                 MATTER MORE THAN INCOME
                 To steer premium and value strategies moving forward there are forecasts and indicators that
                 can guide corporate thinking and help structure additional research, insights and metrics.
                 While unforeseen market disruptions such as political, social, legislative or even environmental
                 conditions can fundamentally alter the consumer and business environment, growth in average
                 disposable income could be interpreted as an indication of expected consumption capability
                 and spending growth. This provides one way to identify markets with increased future
                 premiumisation opportunities (top ranked growth markets) versus those that may be more in
                 need of value propositions (bottom ranked growth markets). But, with examples of markets
                 experiencing healthy advancement in economic and income factors, while also reporting
                 fragmented attitudes to consumer prosperity and spending, other variables such as consumer
                 mindset and spending intent will need to be incorporated.

                       GROWTH IN DISPOSABLE INCOME CAN PROVIDE AN INDICATION OF FUTURE
                                          CONSUMPTION POTENTIAL
                                 >20                               20% > 10%                                            10% > 1%
                   India               43%     Kazakhstan                           17%   Australia / Brazil / Canada                               10%

                   Venezuela           39%     Hong Kong / Peru / Poland / Turkey   16%   Hungary / Spain / Sweden / Ukraine                        9%

                   Malaysia            30%     Colombia                             14%   Ireland / Korea / Norway / Usa                            8%

                   Egypt               28%     Bulgaria / Taiwan                    13%   Mexico / Portugal / United Kingdom                        7%
                                               Chile / South Africa / Singapore /         Austria / Denmark/ Finland / France / Greece / Russia /
                   Vietnam             26%     Romania                              12%   New Zealand / Slovakia / Netherlands                      6%
                                                                                          Argentina / Belgium / Czech Republic / Germany /
                   China               24%     Israel                               11%   Switzerland                                               5%

                   Indonesia           23%                                                Italy                                                     4%

                   Philippines         22%                                                Japan                                                     1%

                  ³ Source: Economist Intelligence Unit, Top 25 ranked countries 2019-2022

                 CONSUMERS ARE NOT BENEFITTING PROPORTIONATELY FROM INCREASED PROSPERITY. WAGE
                 AND DISPOSABLE INCOME INDICATORS WILL NOT BE ENOUGH FOR UNDERSTANDING FUTURE
                 CONSUMPTION POTENTIAL.
                 Regan Leggett, Nielsen Global Markets, Head of Thought Leadership and Foresight

                 In high growth markets, small groups of consumers will shift to higher levels of income and
                 consumption capability, creating opportunities for premium, niche and specialist products. At the
                 opposite end of the growth spectrum, premium opportunities will still exist, especially in more
                 mature markets such as the U.K., Netherlands, Denmark and Japan, but identifying market value
                 propositions will be as relevant.

Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.                                                          20
CONSUMER PROSPERITY
               PROSPECTS
               Understanding how consumers think and feel about their financial situation and approach to
               spending has always been important, but as the consumer environment continues to evolve
               at unprecedented rates it is increasingly valuable to incorporate regional and local knowledge
               about consumer sentiment. Consider these seven aspects when tapping into the current and
               future consumer prosperity prospects:

                     HAVE A CLEAR GAUGE ON THE PREVAILING                                ANALYSE PRICE ELASTICITY PARAMETERS TO
               1     CONSUMER MIND-SET AND SPENDING ABILITY.                      5      OPTIMALLY MANAGE PRICE/PROMO STRATEGIES.

                     POSITION PRODUCTS, SERVICES AND PRICING                             ENSURE DOLLARS INVESTED PROVIDE
                     WITHIN THIS CONTEXT.                                                WORTHWHILE, INCREMENTAL RETURNS.

                     IDENTIFY CATEGORIES & PRODUCTS WHERE                                AMPLIFY PREMIUM ADVANTAGES ACROSS MULTI-
               2     CONSUMERS ARE LESS & MORE INCLINED TO                        6      PLATFORM MARKETING, COMMUNICATION &
                     PAY PREMIUMS.                                                       DISTRIBUTION.
                     DEVELOP MARKET SPECIFIC PORTFOLIO &                                 ACTIVATE CAMPAIGNS IN DIGITAL & E-COMM
                     PRICING STRATEGIES.                                                 CHANNELS TO CAPTURE ONLINE ENGAGEMENT
                                                                                         & SHOPPING MOMENTUM.

                     IDENTIFY ATTRIBUTES AND BENEFITS THAT                               DEVELOP A FORWARD-LOOKING VIEW OF
               3     DISTINGUISH PRODUCTS AS PREMIUM.                             7      POTENTIAL CHANGES IN CONSUMER PROSPERITY.

                     EMPHASISE QUALITY | FUNCTION | DESIGN.                              EXPLORE OPPORTUNITIES & CHALLENGES FOR
                     EVALUATE POTENTIAL IN QUALITY ASSURANCE,                            INNOVATION, PRICING & MARKET ENTRY.
                     NATURAL & SOCIO/ENVIRO.

                     DISCOVER WHERE TO LOCATE BUDGET/PREMIUM
               4     CONSUMERS WHERE THEY LIVE, WORK & SHOP
                     USE GEO MAPPING INTELLIGENCE TO PINPOINT
                     CONSUMERS

Copyright © 2019 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.                                     21
REFERENCES AND SOURCES
                  1. NIELSEN GLOBAL PREMIUMIZATION STUDY 2018
                  2. NIELSEN GLOBAL PREMIUMIZATION STUDY 2016
                  3. THE ECONOMIST INTELLIGENCE UNIT, DISPOSABLE INCOME GROWTH AND
                     AVERAGE MONTHLY WAGE GROWTH
                  4. NIELSEN RETAIL MEASUREMENT SERVICES, EUROPE: AUSTRIA, BELGIUM,
                     DENMARK, FINLAND, FRANCE, GERMANY, GREECE, ITALY, IRELAND, THE
                     NETHERLANDS, NORWAY, PORTUGAL, SPAIN, SWEDEN, SWITZERLAND, UNITED
                     KINGDOM, HUNGARY, AND POLAND
                  5. NIELSEN RETAIL MEASUREMENT SERVICES: CHILE, MEXICO, COLOMBIA
                  6. NIELSEN PRICE AND PROMOTION EVERYDAY PRICING ANALYSIS 2018: AVERAGE OF
                     36 COUNTRIES
                  7. NIELSEN PRICE AND PROMOTION ANALYSIS 2017-2018: SAUDI ARABIA, UNITED
                     ARAB EMIRATES
                  8. NIELSEN GLOBAL PRIVATE LABEL STUDY 2016
                  9. NIELSEN ADVANCED SOLUTIONS GROUP, USA ANALYTIC PRODUCT ATTRIBUTE
                     (APA) DATABASE – 52 WEEKS TO MARCH 31ST, 2018 VS. YEAR AGO
                  10. NIELSEN RETAIL MEASUREMENT SERVICES, JUNE 2018: THAILAND

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ABOUT NIELSEN
                             Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data
                             analytics company that provides the most complete and trusted view
                             available of consumers and markets worldwide. Our approach marries
                             proprietary Nielsen data with other data sources to help clients around
                             the world understand what’s happening now, what’s happening next,
                             and how to best act on this knowledge. For more than 90 years Nielsen
                             has provided data and analytics based on scientific rigor and innovation,
                             continually developing new ways to answer the most important questions
                             facing the media, advertising, retail and fast-moving consumer goods
                             industries. An S&P 500 company, Nielsen has operations in over 100
                             countries, covering more than 90% of the world’s population. For more
                             information, visit www.nielsen.com.

                             THE SCIENCE BEHIND WHAT’S NEXT ™

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THE SCIENCE BEHIND WHAT’S NEXT™

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