NIELSEN august 2014

Evolutie Lunara
Producator/Brand
CrudUscate
Feliate

Prepared by Marketing Departmentaugust2014

Prepared by Marketing Departmentaugust2014

Evolutie piata mezeluri - IKA_ .000 tone*inclus marca proprie, exlus fresh

jan

feb

mar

apr

may

jun

jul

2013
Tone/an Jan

Variatie aug14
1.0%
0.8%

0.5%

0.4%

sep

oct

nov

dec

2014
feb

mar

apr may jun

jul

aug

sep

oct

nov dec

2012

2,39 2,98
2,37 3,71
4,41
3,22 3,88
5
4 3,394 1
3 2,914 3,122 3,383 1 3,324 6
3

2013

3,06 2,83
3,46 2,76
3,40
3,20 3,14
5
1 2,830 3
2 2,960 3,765 3,270 5 4,231 4
3

2014

3,13 2,89 2,712 3,35 2,94

0
0 2,925 3,832 3.296

0.8%

0.6%

aug

0.2%
0.0%

vs LY(%)

YTD(%)

Prepared by Marketing Departmentaugust2014

Evolutie piata mezeluri IKA_ .000 mii lei *inclus marca proprie, exlus fresh

jan

feb

mar

apr

may

jun

jul

2013

Variatie aug14
5.0%
4.0%

3.5%

4.3%

3.0%

Miii
lei/an

jan

aug

sep

oct

nov

dec

2014

feb

mar

apr

may

jun

jul

aug

sep

oct

nov

dec

2012

51,98 61,53 68,75 48,80 76,07 60,29 65,44

2013

73,42 64,29 64,05 76,94 63,25 66,61 85,01

2014

78,13 68,07 62,76 78,57 69,63 68,74 89,39

2.0%
1.0%
0.0%

vs LY(%)

YTD(%)

Prepared by Marketing Departmentaugust2014

Market Share Volum Brand (%)

Volum(%) -AUG14
12.0%
10.5%
10.0%

10.0%

8.0%
6.3%
6.0%

5.9%
4.8%

4.5%
3.8%

4.0%

2.2%
2.0%

0.0%

CAROLI

CRIS-TIM

GOODIES

FOX

ALDIS

Prepared by Marketing Departmentaugust2014

MEDA

CAMPOFRIO

MAESTRO

Market Share Valoare Brand (%)

Value(%) -AUG14
14.0%

13.4%

12.0%
10.3%
10.0%

8.0%
6.4%
6.0%

5.9%

5.5%
4.2%

4.0%

3.8%
2.3%

2.0%

0.0%

CRIS-TIM

CAROLI

FOX

ALDIS

MEDA

Prepared by Marketing Departmentaugust2014

AGRICOLA

CAMPOFRIO

GOODIES

VOLUM SHARE (%) Brand- evolutie

AUG1 SEPT1 OCT1 NOV1 DEC1

PRIVATE LABEL

31.6% 31.6% 31.2% 29.1% 26.5% 23.9% 24.7% 24.5% 25.3% 26.7% 27.4% 27.6% 27.1% -14.9% (1,137)

CAROLI

10.0% 9.7%

9.5%

9.4%

9.0% 10.4% 10.9% 10.8% 10.5% 10.5% 10.2% 10.1% 10.5% 10.2%

YTD

245

CRIS-TIM

9.1%

9.4%

9.3%

9.9% 10.0% 10.9% 10.3% 10.1% 10.5% 10.5% 10.1% 10.1% 10.0% 6.1%

148

GOODIES

2.0%

1.9%

1.9%

3.1%

5.5%

5.4% 6.8%

6.8%

6.4%

6.4%

6.7% 6.9% 6.3% 375.1% 1,282

FOX

5.4%

5.4%

5.5%

5.3%

5.0%

5.5% 5.7%

5.5%

6.1%

5.8%

5.8% 5.8% 5.9% 20.0%

256

OTHER BRANDS 3.0%

2.8%

3.1%

3.5%

4.7%

3.8% 3.7%

4.5%

4.7%

4.2%

4.4% 4.2% 5.2% 65.5%

432

ALDIS

6.9%

6.5%

6.1%

5.5%

5.6%

6.2% 5.4%

4.9%

5.1%

5.3%

5.0% 4.9% 4.8% -25.2% (440)

MEDA

3.6%

3.6%

4.3%

4.6%

4.6%

4.9% 4.8%

4.7%

4.7%

4.7%

4.8% 4.6% 4.5% 15.5%

159

CAMPOFRIO

3.8%

4.0%

4.5%

4.4%

4.2%

4.5% 4.5%

4.5%

4.1%

3.8%

3.7% 3.6% 3.8% 11.9%

108

MAESTRO

3.2%

3.7%

2.8%

2.8%

2.3%

2.1% 2.0%

1.8%

1.6%

1.7%

1.7% 2.0% 2.2% -35.7% (266)

Altii

21.4% 21.4% 21.8% 22.4% 22.5% 22.3% 21.2% 21.9% 20.8% 20.4% 20.3% 20.2% 19.6% -9.8% (650.4)

Total-tone

3,270 3,405 4,231 3,204 3,143 3,135 2,891 2,712 3,350 2,940 2,925 3,832 3,296 0.5%

ota: YTD 8months (ian-aug14)vs (ian-aug13)

Prepared by Marketing Departmentaugust2014

135
7

VALUE SHARE (%) Brand- evolutie

AUG1 SEPT1 OCT1 NOV1 DEC1 JAN1 FEB1 MAR1 APR1

YTD

PRIVATE
LABEL

21.5% 20.9% 20.6% 19.8% 19.4% 17.5% 17.9% 17.3% 17.8% 18.6% 19.1% 19.6% 19.6% -4.3%

(4,931)

CRIS-TIM

12.9% 13.3% 13.1% 13.7% 13.3% 14.2% 14.2% 14.1% 14.3% 14.2% 14.0% 13.8% 13.4% 10.6%

7,945

CAROLI

9.4%

9.2%

9.0% 8.9% 8.5% 9.2% 9.9%

9.8%

9.5%

9.7%

9.8% 10.1% 10.3% 12.9%

OTHER
BRANDS

4.5%

4.4%

4.6% 5.1% 6.2% 5.4% 5.2%

5.9%

6.3%

5.9%

6.2% 6.0%

6.7%

45.8%

11,084

FOX

5.9%

6.0%

6.0% 5.8% 5.3% 5.6% 6.0%

5.9%

6.3%

6.3%

6.4% 6.5%

6.4%

17.0%

5,500

ALDIS

8.0%

7.9%

7.4% 6.8% 6.7% 7.6% 6.9%

6.6%

6.5%

6.6%

6.2% 5.9%

5.9% -16.5%

(7,620)

MEDA

4.7%

4.8%

5.6% 5.8% 5.9% 6.0% 6.1%

5.9%

5.9%

5.9%

5.9% 5.8%

5.5%

15.2%

4,581

AGRICOLA

3.7%

3.9%

3.9% 3.7% 4.1% 4.3% 3.7%

3.6%

4.1%

4.3%

3.8% 4.0%

4.2%

17.1%

3,464

CAMPOFRIO

4.0%

4.1%

4.3% 4.2% 4.1% 4.4% 4.3%

4.4%

4.1%

3.8%

3.9% 3.8%

3.8%

7.9%

1,751

2.3%

347.2
%

10,614

GOODIES

0.7%

0.7%

0.8% 1.1% 1.8% 1.8% 2.4%

2.4%

2.3%

2.3%

2.5% 2.5%

6,629

Altii

24.6% 24.8% 24.7% 25.1% 24.7% 24.1% 23.5% 23.9% 22.9% 22.4% 22.3% 21.9% 21.9% -9.2% (13,675.8)

Total-mii lei

74,71
96,68 73,82 73,71 78,13 68,07
78,57
68,74 89,39
1
76,556 3
0
6
5
5
62,763 0
69,640 4
9
77,359 4.3%
Prepared by Marketing Departmentaugust2014

24,362
8

VOLUM SHARE (%) Manufacturer- evolutie

YTD

PRIVATE LABEL

31.6% 31.6% 31.2% 29.1% 26.5% 23.9% 24.7% 24.5% 25.3% 26.7% 27.4% 27.6% 27.1% -14.9% (1,137)

CAROLI

18.4% 18.8% 18.3% 18.1% 17.2% 19.2% 19.5% 19.3% 18.1% 17.5% 17.1% 17.4% 18.1% 1.8%

82

CRIS-TIM

10.3% 10.5% 10.3% 11.0% 11.1% 12.0% 11.2% 11.0% 11.3% 11.1% 10.7% 10.7% 10.7% 0.7%

18

GOODIES

2.0%

1.9% 1.9% 3.1% 5.5% 5.4% 6.8%

6.8%

6.4% 6.4% 6.7% 6.9% 6.3% 375.1% 1,282

FOX

5.4%

5.4% 5.5% 5.3% 5.0% 5.5% 5.7%

5.5%

6.1% 5.8% 5.8% 5.8% 5.9% 20.0%

256

OTHER
MANUFACTURERS

3.0%

2.8% 3.1% 3.5% 4.7% 3.8% 3.7%

4.5%

4.7% 4.2% 4.4% 4.2% 5.2% 65.5%

432

ALDIS

8.1%

7.5% 7.2% 6.3% 6.2% 6.9% 6.1%

5.6%

5.6% 5.7% 5.4% 5.4% 5.2% -32.2% (685)

MEDA

3.6%

3.6% 4.3% 4.6% 4.6% 4.9% 4.8%

4.7%

4.7% 4.7% 4.8% 4.6% 4.5% 15.5%

159

AGRICOLA
INTERNATIONAL

1.6%

1.7% 1.7% 1.7% 1.8% 2.0% 1.6%

1.6%

1.8% 2.0% 1.7% 1.8% 1.9% 10.1%

41

MAREX

1.6%

1.9% 2.0% 1.9% 1.8% 1.5% 1.7%

2.0%

1.5% 1.4% 1.4% 1.6% 1.6% -14.3%

(66)

Altii

14.5% 14.3% 14.5% 15.3% 15.4% 14.8% 14.3% 14.5% 14.3% 14.4% 14.7% 14.1% 13.3% -4.1% (153.6)

Total-tone

3,270 3,405 4,231 3,204 3,143 3,135 2,891 2,712 3,350 2,940 2,925 3,832 3,296 0.5%
Prepared by Marketing Departmentaugust2014

135
9

VALUE SHARE (%) Manufacturer-evolutie

AUG1
OCT1 NOV1 DEC1
FEB1
APR1 MAY1
YTD(%
3
SEPT13
3
3
3
JAN14
4
MAR14
4
4
JUN14 JUL14 AUG14
)

PRIVATE LABEL

21.5% 20.9%

20.6
19.4
17.9
17.8
19.1
% 19.8% % 17.5% %
17.3%
% 18.6% %

19.6
%
19.6% -4.3% (4,931)

CAROLI

17.4% 17.6%

17.3
16.3
18.1
17.1
17.0
% 17.1% % 17.7% %
18.2%
% 16.9% %

17.3
%
17.5%

4.9%

4,816

CRIS-TIM

14.1
14.6
15.2
15.2
14.6
14.1% 14.5%
% 14.8% % 15.3% %
15.1%
% 15.2% %

14.5
%
14.7%

7.5%

6,187

YTD

OTHER
MANUFACTURERS

4.5%

4.4%

4.6% 5.1% 6.2% 5.4% 5.2%

5.9%

6.3% 5.9% 6.2% 6.0%

6.7%

45.8% 11,084

FOX

5.9%

6.0%

6.0% 5.8% 5.3% 5.6% 6.0%

5.9%

6.3% 6.3% 6.4% 6.5%

6.4%

17.0%

ALDIS

8.8%

8.5%

8.2% 7.4% 7.2% 8.1% 7.4%

7.1%

6.9% 7.0% 6.6% 6.3%

6.2% -21.3% (11,102)

MEDA

4.7%

4.9%

5.7% 5.9% 5.9% 6.0% 6.1%

5.9%

5.9% 5.9% 5.9% 5.8%

5.5%

15.1%

4,580

AGRICOLA
INTERNATIONAL

3.7%

3.9%

3.9% 3.7% 4.1% 4.3% 3.7%

3.6%

4.1% 4.3% 3.8% 4.0%

4.2%

17.1%

3,464

REINERT

2.9%

2.9%

2.9% 2.9% 2.8% 3.0% 3.2%

2.2%

2.5% 2.4% 2.4% 2.4%

2.3% -13.3% (2,338)

GOODIES

0.7%

0.7%

0.8% 1.1% 1.8% 1.8% 2.4%

2.4%

2.3% 2.3% 2.5% 2.5%

2.3%

Altii

15.9
16.4
14.9
15.6
15.5
15.7% 15.8%
% 16.4% % 15.3% %
16.2%
% 15.2% %

Total-mii lei

74,71
96,68 73,82 73,71 78,13 68,07
78,57 69,64 68,74 89,39
1
76,556
3
0
6
5
5
62,763
0
0
4
9
77,359

Prepared by Marketing Departmentaugust2014

5,500

347.2
%
10,614

15.2
(2,213.7
%
14.7% -2.4%
)
4.3%

24,362

10

Salamuri Crud Uscate

Prepared by Marketing Departmentaugust2014

11

SALAM CU BRAND-VOLUM-evolutie
BRAND

AUG1 SEPT1 OCT1 NOV1 DEC1

YTD

CRIS-TIM

22.2% 21.8% 20.3% 21.1% 21.1% 22.0% 23.5% 28.2% 27.0% 25.1% 25.9% 27.3% 26.8% 19.5%

67

AGRICOLA

18.1% 18.9% 19.5% 18.7% 19.8% 19.6% 18.0% 20.0% 21.2% 23.1% 19.9% 21.4% 22.9% 22.1%

60

REINERT

10.4% 8.2% 11.7% 12.8% 9.8%

9.0% 12.0% 5.1% 11.0% 9.1%

8.9% 7.9%

7.8% -42.7% (106)

FOX

4.1%

4.3%

4.1%

3.8%

3.6%

4.1%

4.5%

5.9%

5.5%

9.8%

7.7% 6.9%

6.6%

79.8%

45

LUCA

5.5%

8.3%

4.5%

4.5%

4.0%

6.3%

5.8%

7.0%

4.0%

4.8%

6.8% 4.9%

5.3% -15.2%

(16)

OTHER
BRANDS

1.9%

1.9%

2.2%

2.6%

3.4%

2.7%

2.5%

3.2%

3.4%

3.1%

3.3% 2.9%

4.1%

67.9%

20

ALDIS

5.0%

5.1%

4.6%

5.3%

6.8%

5.7%

3.3%

4.0%

3.4%

3.1%

3.6% 3.9%

3.5% -42.3%

(45)

ANGST

3.7%

3.2%

4.1%

3.5%

4.2%

4.0%

3.3%

3.7%

3.8%

3.1%

3.5% 3.5%

3.3% -15.5%

(10)

C+C

3.2%

2.2%

2.8%

2.9%

2.6%

3.0%

3.3%

4.1%

3.0%

3.0%

2.7% 2.4%

3.3% -14.6%

(8)

AGIL

4.2%

4.1%

3.9%

3.1%

3.1%

2.9%

3.2%

3.3%

3.5%

3.2%

3.7% 3.9%

3.1%

Altii
Total-tone

17.5%

21.7% 21.9% 22.3% 21.6% 21.5% 20.6% 20.7% 15.5% 14.1% 12.4% 14.1% 15.0% 13.2% -25.0% (83.9)
214

219

262

197

199

235

188

147

207

Prepared by Marketing Departmentaugust2014

195

180

234

210

-4.2%

(70)
12

SALAM CU BRAND- VALOARE-evolutie

AUG1 SEPT1 OCT1 NOV1 DEC1

YTD

AGRICOLA

24.5% 26.2% 26.8% 26.2% 27.4% 26.9% 25.3% 26.1% 28.3% 29.0% 26.4% 27.5% 28.7% 23.0%

3,692

CRIS-TIM

22.8% 22.9% 21.4% 22.4% 21.5% 22.5% 24.4% 26.8% 25.7% 25.0% 25.1% 25.9% 25.7% 22.0%

3,256

REINERT

8.3%

7.3%

8.5%

8.6%

7.6% 7.4% 9.2%

6.1%

7.7%

7.1%

7.3% 7.2% 7.3% -26.7% (1,950)

ANGST

5.1%

4.4%

5.9%

5.0%

6.2% 5.7% 4.6%

5.1%

5.5%

4.6%

5.0% 5.1% 4.9%

OTHER
BRANDS

3.1%

3.3%

3.6%

4.2%

4.6% 4.2% 4.2%

4.9%

4.9%

4.8%

5.0% 4.4% 4.8% 42.1%

992

FOX

3.2%

3.4%

3.1%

2.9%

2.6% 3.0% 3.2%

3.7%

3.5%

5.6%

4.9% 4.3% 4.3% 50.0%

976

LUCA

3.6%

4.8%

3.0%

3.1%

2.7% 3.5% 3.7%

4.2%

2.7%

3.2%

3.7% 3.1% 3.3% -11.3%

(311)

ALDIS

4.8%

4.6%

4.0%

4.8%

5.5% 5.0% 3.3%

3.4%

3.1%

3.0%

3.2% 3.4% 3.2% -39.8% (1,663)

ZIMBO

2.6%

2.6%

2.6%

2.6%

2.5% 2.6% 2.5%

2.4%

2.4%

2.6%

3.0% 2.8% 2.6%

-6.0%

(119)

CAMPOFRIO

3.7%

3.6%

3.4%

3.3%

3.3% 3.6% 3.2%

3.3%

3.0%

2.8%

3.0% 2.8% 2.5%

-4.2%

(95)

-6.9%

(270)

Altii

(1,605.9
18.2% 16.9% 17.6% 16.9% 15.8% 15.6% 16.4% 14.0% 13.2% 12.2% 13.3% 13.6% 12.7% -13.8%
)

Total-mii lei

9,319 9,306

11,41
10,44
10,76
Prepared
Department4
8,502 8,812
0 by Marketing
8,236 6,936
9,415 8,670 8,179 3
9,508 4.2%
august2014

13
2,902

FELIATE

Prepared by Marketing Departmentaugust2014

14

Selling VOLUM/VALUE-evolutie

TYPE OF SELLING

AUG1 SEPT OCT1 NOV1 DEC1 JAN1 FEB1 MAR1 APR1 MAY1 JUN1 JUL1 AUG1 YTD(%
3
13
3
3
3
4
4
4
4
4
4
4
4
)

YTD

BULK

45.0% 44.4% 45.6% 46.0% 49.4% 47.8% 44.4% 44.5% 45.3% 46.6% 46.0% 45.4% 45.7% 2.0%

230

FIX WEIGHT

50.4% 50.8% 49.4% 48.8% 45.6% 46.2% 49.9% 50.5% 49.6% 48.3% 48.9% 49.8% 49.4% -1.4% (171)

SLICES

4.6% 4.8% 5.0% 5.2% 5.0% 6.0% 5.6%

5.0%

5.2% 5.1% 5.1% 4.8% 4.9%

6.2%

76

Total-tone

3,270 3,405 4,231 3,204 3,143 3,135 2,891 2,712 3,350 2,940 2,925 3,832 3,296 0.5%

135

TYPE OF SELLING

AUG1 SEPT OCT1 NOV1 DEC1 JAN1 FEB1 MAR1 APR1 MAY1 JUN1 JUL1 AUG1 YTD(%
3
13
3
3
3
4
4
4
4
4
4
4
4
)

YTD

BULK

49.5% 49.8% 50.8% 50.8% 52.7% 51.4% 49.5% 49.5% 49.8% 51.3% 50.8% 50.0% 49.7% 4.7% 13,274

FIX WEIGHT

40.5% 39.8% 38.6% 38.2% 36.8% 36.5% 38.6% 39.0% 38.9% 37.3% 37.8% 39.2% 39.2% 1.1% 2,534

SLICES

10.1% 10.4% 10.6% 11.0% 10.5% 12.1% 11.9% 11.5% 11.3% 11.3% 11.4% 10.9% 11.1% 14.5% 8,555

Total-mii lei

74,71 76,55 96,68 73,82 73,71 78,13 68,07

Prepared by Marketing Departmentaugust2014

15