2Copyright2017 The Nielsen Company (US), LLC. All Rights Reserved.
WELCOME
While we’ve escaped the worst of the slowdown from early 2017, that
doesn’t mean we can lose momentum in the pursuit of growth in today’s
fat market conditions.
The U.S. fast-moving consumer goods (FMCG) industry is no less
competitive, nor is it likely that future growth will be arrived at with ease.
That said, the search for white space opportunity and the fght for share
of consumers’ wallets is still within reach. It’s just a matter of careful
guidance in selecting the moves to prime optimal success. That’s what we
and our Connected Partners hope to support as you head into the new
year and beyond.
You see, growth is achievable, it’s just harder to fnd than it may have been
in past. Traditional categorical barriers across the industry are fading. With
the rise of healthful ingredients strategically placed in consumables, or the
use of superfoods in natural ailment remedies, so collides the worlds of
health and packaged foods.
The expanded competitive sets across center of store and fresh foods are
another example. From agave nectar to kefr, or the expanse of alternative
grains like caulifower rice … it begs the question: What defnes something
as produce or a source of grain product for consumers Which foods now
act as medicines Considering the health and wellness implications, are we
all
in the health business The comparisons are seemingly endless and the
boundary lines fewer and far between.
I hope you’ll continue to join us on our journey to total consumer
measurement. We’re excited to share our latest perspectives on navigating
the fuid landscape of today to help guide your next steps forward.
CHRIS MORLEY
President, FMCG and Retail
Nielsen
3Copyright2017 The Nielsen Company (US), LLC. All Rights Reserved.
CONTENTS
OVERVIEW ... 4
TOTAL STORE .......... 5
RETAIL ....... 13
HEALTH & WELLNESS ....... 18
E-COMMERCE ....... 22
MULTICULTURAL ... 29
4Copyright2017 The Nielsen Company (US), LLC. All Rights Reserved.
OVERVIEW
The third quarter of 2017 saw yet another uptick in optimism. Well above
the global average of 105, U.S. consumer confdence climbed an additional
three points from last quarter, reaching new heights with an index score
of 121. The overall confdence score is backed by a number of factors,
including optimism about the job market. For instance, the majority (64%)
of Americans are feeling positively about their job prospects over the
next year, up 14% from the third quarter of 2016. Additionally, 72% of
Americans feel good about the state of their personal fnances for the next
12 months.
The top two issues of concern across the nation remain the same: The
state of the economy (28% of respondents, down three points from the
third quarter of 2016) and the threat of terrorism (21% of respondents,
unchanged) claim the top spots. However, the scores for health and the
threat of war have risen by three and 10 percentage points, respectively,
becoming top-of-mind among the fastest rising concerns, versus last
year’s sentiment fgures (Q3 2016).
Americans are feeling positive as we head into the fnal stretch of the
year, so it’s perhaps not surprising that many have taken that confdence
directly to stores to start their holiday shopping early. This year, 26%
of surveyed U.S. consumers began their holiday shopping as early as
September—more early shoppers than we’ve seen over the past fve
years.1 As we begin to refect—and in many cases celebrate—another year
passed, the intent to spend on vacations and holiday excursions has also
increased. After covering one’s living expenses, 36% of Americans would
spend their spare cash on a getaway, up 12% from a year ago.
NIELSEN CONSUMER CONFIDENCE INDEXTOP AREAS FOR SPENDING SPARE MONEY
Source: Nielsen Consumer Confdence Survey, Q3 2017
1 Nielsen Homescan online survey of 25,241 respondents, surveyed in Sept. 2017
Q2 2017
North America
United States
Q3 2017
117
118
119
121
Q3 2016
Q3 2017
Putting into savings
Holidays/vacations
New clothes
Home improvements/
decorating
Paying of debts/
credit cards/loans
46
44
24
36
35
33
28
24
24
23
OVERVIEW。