新型コロナウイルス（COVID-19）の発生は、オーストラリアに「ホームボディエコノミー」をもたらした：買い物、勉強、仕事、娯楽を自宅でオンラインで済ませることが当たり前になったのだ。家にいることが新たな生活スタイルとなり、特に食生活に大きな影響を与えている。
家にいる時間が増えたオーストラリアの消費者は、自分の食生活を振り返り、創造的で臨機応変な調理法を見つけ、消耗品を使い切り、最終的に無駄にするものがないように料理の腕を磨く機会を得た。
Over the months of March and April, we witnessed incredible scenes of shoppers rushing to pack their ‘pandemic pantries’ with enough food staples and essential supplies to last a few months. Strong volume sales for rice, pasta, flour, bread mix and Asian and Indian ingredients signalled a return to home cooking and baking; while a spike in sales for ground coffee and coffee beans revealed that many Australians are craving a barista-style coffee experience at home.
今後数週間から数ヶ月の間に、徐々に規制が解除され始めるため、ブランド、メーカー、小売業者は、食のトレンドにおける「新しい普通」がどのようなものかを検討し、それが人口統計やライフステージによってどのように異なるかを理解し、それに応じて適応し、リセットする必要がある。
オーストラリアの多様な食料品購買層へのマーケティング
Using data from Nielsen’s Consumer & Media View (CMV), we identified three distinct types of Australian buyer groups. We analysed their eating habits to understand what this means for the immediate and longer-term future as the effects of the pandemic continue to roll out.
子供のいない25～54歳の食料品購入者
Traditionally, this group is time-poor when it comes to meal preparation and are 37% more likely to agree that they don’t have time to cook and prepare meals when compared to other grocery buyers. They are 23% more likely to eat on the run and are less likely to be mindful of their diet. This group is less fussy when it comes to ingredients, but more than half (57%) say they either like to or love to cook. They are less likely to be concerned about food that is fattening foods or processed – preferring taste above all else.
マーケティング担当者にとって重要なのは、このグループは料理が好きだが、過去には料理をする時間がほとんどなかったことを考慮することだ。
With more time at home and no access to cafes and restaurants, brands and retailers have the opportunity to spark a renewed passion for cooking at home with these shoppers with creative recipe ideas that make the most of what is in their pantries.
18歳未満の子供がいる食料品バイヤー
This group is 19% more likely to feel that they don’t have time to cook and prepare meals when compared to other grocery buyers. They often struggle with balancing the need for fast and affordable meals that are still nutritious and appealing to all members in the household. Grocery buyers with kids are less likely to eat foods with genetically modified ingredients and are more likely to avoid processed foods and buy more fresh and chilled food.
As many Australians continue homeschooling and working from home in the short-term, the availability of convenient meal and snack options will be important. Nielsen Homescan research showed how shoppers have turned to ‘long-lasting’ fruit and vegetable options during lockdown.
On average, grocery buyers with kids spend 30% more per family on groceries each week and are substantially more likely to feel that store’s own brands offer equal quality to well-known brands. In France, retailers have responded to meeting the needs of families by expanding the range of private label organic products they have on offer. Increasing the number of value-options that are healthy and family-friendly has had a positive impact in regions with a higher population of families.
子供のいる家庭は、食事のインスピレーションを得るためにウェブサイトや雑誌、新聞を積極的に見たり、早くて手頃で栄養価の高い食事を求めたりする。
60歳以上の食料品購入者
オーストラリアの食料品購入者のほぼ3分の1を占めるこのグループは、他の食料品購入者よりも調理や食事の準備をする時間がある。また、ニールセンについて 、自分が何を食べるかに最も気を配っている。彼らは、料理を趣味や関心事としてとらえることは少なく、栄養価が高く、コスト効率のよい、シンプルでベーシックな好物を求める。
他の食料品購入者と比較すると、60歳以上の買い物客は、最高品質の食材を使用することを信じる傾向が13％高く、繊維質の多い商品を購入する傾向が12％高く、太りやすい食品、保存料、遺伝子組み換え食材に関心が高く、できる限り加工食品を避ける。
As these shoppers are the most susceptible to the effects of COVID-19, they will be seeking greater assurance that the products they buy are free of risk and of the highest quality when it comes to safety standards. It will also be important for this group to understand where the food they are purchasing originates from, with complete transparency from farm to factory, to supply chain and distribution, and details of the measures being taken to assure their safety.
オーストラリア人は料理のアイデアとインスピレーションを渇望している
A recent Nielsen Digital Content Ratings report reveals that there was a 71% increase in the amount of time being spent on food and cooking websites during the COVID-19 pandemic. The increases were across all age groups and most profound with the younger audiences aged under 40.
For many Australians, the local supermarket is one of the very few places they have ventured to in the past month and possibly for some time to come. Supermarket in-store magazines have the potential to thrive in this environment. Already, the two major supermarket magazines are by far the most read magazines in Australia and collectively have a total of 6.7 million or 35% of Australian’s reading their publications each month.
There is great potential for marketers to engage and reach each grocery buyer group by creating content related to healthy eating habits and meal preparation, for those who are looking for a delicious and fast recipe for their family. To resonate with consumers, marketers need to reexamine their advertising to make sure that they are addressing consumers’ needs and connecting with them authentically.
方法論
ニールセンについて ニールセン・エマックMV
Nielsen and The Readership Works (TRW) have a relationship that sees Nielsen’s national Consumer & Media View (CMV) incorporated into emma Cross Platform readership data. This is known as emmaCMV. For over 20 years, Nielsen’s CMV has surveyed consumers across Australia capturing an array of insights that help clients tackle marketing and media challenges. Whether they are involved in the planning, buying or selling of advertising, or responsible for brand strategy, Nielsen CMV insights provide the power to create effective marketing strategies and, ultimately, achieve business and marketing goals. emmaCMV is an enhanced and convenient solution that integrates Nielsen’s CMV into emma to provide readership, attitudinal, lifestyle and product data in one place. This information provides a comprehensive profile of the print consumer and their purchase intentions which supports more actionable analysis and insights.
