CSGA – Ipsos Reid Example Category Report

CSGA – Ipsos Reid
Example Category Report
© 2014 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information
and may not be disclosed or reproduced without the prior written consent of Ipsos.
Contents
Category Trending Report
Introduction: page 3
Report accuracy: page 4
Highlights: page 6
Category profile: pages 8 - 17
• Market size & participation: p.8
• Seasonality & segment trends: p. 9
• Retail trends: p.10 - 13
• Brand trends: p.14 - 16
• Demographics: p.17
Appendix - information source: page 19
Ipsos contact details: page 20
2
Introduction
This report was prepared by Ipsos Reid, Canada’s largest market research firm, on behalf of the
Canadian Sporting Goods Association.
-------------------Unless otherwise stated, all information contained in this report is confidential and proprietary
to Ipsos and may not be disclosed or reproduced without the prior written consent of Ipsos.
-------------------Except where otherwise noted, all information in this report is based on survey data from a
representative sample of consumers, all of whom are members of the Ipsos panel in Canada.
Ipsos adheres to industry best practices in designing and conducting its research surveys. As
with all survey based data, the information in this report is subject to normal statistical
variation and should be regarded as best estimates. Caution should be used especially when
interpreting data for small share brands, retailers or market segments.
© 2014 Ipsos. All rights reserved.
3
Report Accuracy
The survey for this report was administered to a sample of consumers drawn at random from the
Ipsos online panel in Canada. Weighting was employed to balance demographics to ensure that the
sample's composition reflects that of the Canadian household population according to Statistics
Canada census data and to provide results intended to approximate the entire population.
-------------------Sample size and report accuracy vary by category. For instance, for a sample size of 1,500 the results
can be considered accurate within ±2.5 percentage points, 19 times out of 20, of what they would
have been had the entire population been surveyed at random. A sample of 1,000 would be
accurate within ±3.1 percentage points, 19 times out of 20. While for a sample of 500, the margin of
error would be ±4.4 percentage points. The margin of error will be larger when the data is broken
out within market segments.
© 2014 Ipsos. All rights reserved.
4
Highlights
Trending Report
5
Highlights
Market size & growth
• Category X was worth approximately $XXXM in the latest
12 months, up X% compared with year ago.
Retail snapshot
• Retailer 1 is losing ground as retailer 2 closes in on category
leadership. Knowledgeable staff and brand selection are
important to many category X shoppers when choosing
where to buy.
Brand snapshot
• While Brand 1 leads overall and in segment A, brand 2 is
rapidly closing the gap and dominates in segment B.
6
Category Profile
Trending Report
7
Category X is worth $315M, up 5%; 1-in-6 Canadians participate in the sport
Market Size
$315
$300
Participation
17
+5%
Category X
Year Ago
Latest 12 Months
Market size & growth should be treated as directional data and
are an extrapolation using the latest available quarterly retail
sales data from Statistics Canada (known as QRCS).
Category X
8
June to August are peak months; segment A outperformed the market
Category X
Key Segments - Consumer $ Shares
Category X - Seasonality
20
15
10
5
0
Jan Feb Mar
Apr May Jun
Jul Aug Sep
Oct Nov
Dec
% units – annual average
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
% Units 4
3
3
6 10 14 18 15 10 5
3
9
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
45
40
30
25
25
35
Year Ago
Segment A
Latest 12
Months
Segment B
Segment C
9
Sports Specialty accounts for over half of dollars, under pressure from Mass
Category X – Key Channels - Consumer $ Shares
60
50
40
30
20
10
0
Year Ago
Latest 12 Months
Sports
Specialty
54
52
•Sports Specialty includes retailers such as SportChek, Golf Town,
Hockey Experts etc. as well as independents & pro shops. Mass Merch
includes general merchandise and dollar stores such as Canadian Tire,
Walmart & Target. Dept Stores include the Bay/HBC and Sears.
Mass
Merch
28
31
Dept Stores
Other
7
6
11
11
10
Retailer 1 continues to lead, but retailer 2 has narrowed the gap
Category X – Top 5 Retailers - Consumer $ Shares
18
16
14
12
10
8
6
4
2
0
Retailer
1
Year Ago
16
Latest 12 Months
17
•Shows consumer dollar market share estimates, based on self
reported purchases by members of the Ipsos panel in Canada.
•Sample size: XXXX.
Top 3 banners = 40%
Retailer
2
13
16
Retailer
3
8
7
Retailer
4
5
6
Retailer
5
6
4
11
Retailer 1 is under-developed in segment B, where retailer 2 leads
Consumer $ Shares Within Key Market Segments
Top Retailers – Latest 12 Months
20
19
17
18 19
15
16
13
Retailer 1
Retailer 2
Total Category X
Segment A
Segment B
Segment C
12
Inadequate brand and product assortment are key customer turnoffs
Category X
Reasons for choosing/rejecting retailer
Top reasons for
choosing retailer
•Best value for money
•Lowest prices
•Competitive prices
•Convenient location
•Knowledgeable staff
Top reasons for rejecting
retailer
•Product out of stock
•Price too high
•Did not sell brand
wanted
•Poor product selection
•Inconvenient location
13
Brand 2 is closing in on the lead, as brand 1 loses traction
Category X – Top 5 Brands - Consumer $ Shares
30
Top 3 brands = 50%
25
20
15
10
5
0
Brand 1
Year Ago
24
Latest 12 Months
21
•Shows consumer dollar market share estimates, based on self
reported purchases by members of the Ipsos panel in Canada.
•Sample size: XXXX.
Brand 2
17
19
Brand 3
8
10
Brand 4
6
7
Brand 5
5
4
14
Brand 1 dominates segment A, but lags in segment B behind brand 2
Consumer $ Shares Within Key Market Segments
Top Brands – Latest 12 Months
21
24
22
21
19
15
16
18
Brand 1
Brand 2
Total Category X
Segment A
•Shows consumer dollar market share estimates, based on self
reported purchases by members of the Ipsos panel in Canada.
Segment B
Segment C
15
Reputation, price and recommendation are key brand choice drivers
Category X
Top reasons for choosing brand
•Well known brand
•Competitive price
•Someone recommended
•Lowest price
•Had features I wanted
16
Demographics: Category X (top brands & retailers)
Total
Category X
Retailer 1
Retailer 2
Retailer 3
Brand 1
Brand 2
Brand 3
Purchaser Age
<24
25-34
35-44
45-54
55-64
65+
Average age of
purchaser
Purchaser Gender
Male
Female
Joint decision
Household Income
Average annual
household income
•Based on self reported purchases by members of the Ipsos panel in Canada.
17
Appendix
Information Source
18
Information Source
Service Description: Ipsos Household Equipment Canada (HEC)
Survey
outline
Methodology
Sample
source/size
• The data in this report is sourced from the Ipsos Household Equipment Canada survey,
known as HEC for short. Ipsos is Canada’s largest market research firm.
• The survey records actual purchase data from a sample of consumers. Reporting
typically includes several years history for trending purposes.
• HEC covers the entire retail spectrum, including all types of chain, independent and
specialty stores as well as online & direct.
• Only new items bought in Canada at retail are tracked in the survey.
• Online data collection. The HEC sample is representative of the general
household population nationally, regionally and demographically using
multiple controls based on census data from Statistics Canada.
• The HEC survey goes to field and reports are updated every quarter.
• Sample source is the Ipsos Canada proprietary online panel.
• HEC captures approximately 50,000 completed surveys encompassing over
250,000 purchase transactions per rolling 12 months in total.
For additional information, contact:
• Adrian Murphy
o Vice President
o Ipsos Reid
o 416.324.2291
o csga@ipsos.com
20