【正文】 ? Paying more to shop close to home ? Paying more to save time ? Paying more for higher quality What do they value? Source: Consumer survey, team analysis Shopping behavior Monthly spend Format ? Typically low ine ?Disproportionate number of males and older consumers (50+ years old) 13 AVID BARGAIN HUNTERS 14 HIGH INCOME BARGAIN HUNTERS ? Typically high ine consumer ? Average age and household size ? Tend to spend more (~16%) than the average spend on groceries ? Rely more on modern format stores – Tend to prefer hypermarkets and avoid shopping on discounters ? Tend to have higher loyalty than average (S227。o Paulo is the exception) and stock up once a month ? Normally below average loyalty How do they behave? ? Tend to spend less (~6%) than the market average on groceries Monthly spend Shopping behavior Source: Consumer survey, team analysis ? Typically young, low ine mothers ? Large household (6 or more people) ? Getting good quality products and a large assortment ? Stockingup when they find attractive promotions ? Providing the best possible quality for their family, despite their tight budget What do they not value? ? Sacrificing services for lower prices ? Shopping at upscale stores What do they value? 17 RANGE SEEKERS ON A BUDGET 18 INDIFFERENT SHOPPERS ON A BUDGET ? Typically low/ middle ine ? Tend to spend ~10% less than the market average on groceries ? Tend to rely less on modern format stores – When shopping on modern formats, tend to choose hard discounters How do they behave? ? Tend to shop less frequently ? Display relatively high loyalty to their main grocer store Shopping behavior Monthly spend Format Source: Consumer survey, team analysis ? Sacrifice service for lower prices What do they not value? ? Spending time looking for deals ? Stockingup when they find good promotions ? Reading store pamphlets What do they value? 19 INDIFFERENT SHOPPERS ON A BUDGET 20 QUALITY SEEKERS AND TIME SAVERS How do they behave? ? Highest average basket, ~22% higher than market average spending on grocery shopping ? Rely primarily on modern format stores – Willing to shop more on supermarkets ? Tend to shop less frequently ? Tend to be the most loyal segment in all markets ? Rarely pare prices Shopping behavior Monthly spend Format Source: Consumer survey, team analysis ? Typically high ine consumers ? Small families ? Saving time rather then money ? The convenience of shopping closer to home ? Higher quality, even at higher prices What do they not value? ? Spending time looking for promotions ? Shopping in many stores to pay less What do they value? 21 QUALITY SEEKERS AND TIME SAVERS 22 22%23%19%18%18%Avid Bargain Hunters Indifferent shoppers on a budget Quality seekers and time savers Highine bargain hunters RELATIVE SIZE OF THE SEGMENTS IN THE REGION 100% = 2,818 Number of respondents Source: Consumer survey Rangeseekers on a budget 23 THE MARKETS SHOW SIGNIFICANT DIFFERENCES IN SEGMENT BREAKDOWN %, number of respondents Quality seekers and time savers Range seekers on a budget Indifferent shoppers on a budget Avid bargain hunters S. Paulo B. Aires Mexico Santiago Bogot225。o Paulo and Buenos Aires have a disproportional share of “Bargain hunters segments ? “Quality seekers and time savers” are more relevant in Santiago and Bogot225。O PAULO Number of respondents, R$ 000, % Source: Consumer survey, team analysis 182189221640391114Avid bargain hunters $ spend Range seekers on a budget Indifferent shoppers on a budget Quality and time High ine bargain hunter Number of consumers Range seekers on a budget ? Average spend: R$ 500 ? Monthly visits to modern format: 16 ? Share of wallet of main retailer: 63% ? Ine level – High: 0% – Medium: 70% – Low: 30% Quality seekers and time savers ? Average spend: R$ 543 ? Monthly visits to modern format: 10 ? Share of wallet of main retailer: 74% ? Ine level – High: 20% – Medium: 75% – Low: 5% Indifferent shoppers on a budget ? Average spend: R$ 327 ? Monthly visits to modern format: 8 ? Share of wallet of main retailer: 71% ? Ine level – High: 6% – Medium: 63% – Low: 32% High ine bargain hunters ? Average spend: R$ 516 ? Monthly visits to modern format: 11 ? Share of wallet of main retailer: 55% ? Ine level – High: 34% – Medium: 66% – Low: 0% 249 565 ? Store format – Hyper: 47% – Super: 19% – Disc.: 35% ? Store format – Hyper: 57% – Super: 3% – Disc.: 40% ? Store format – Hyper: 77% – Super: 12% – Disc.: 11% ? Store format – Hyper: 79% – Super: 12% – Disc.: 10% Avid bargain hunters ? Average spend: R$ 429 ? Monthly visits to modern format: 7 ? Share of wallet of main retailer: 55% ? Ine level – High: 0% – Medium: 66% – Low: 33% ? Store format – Hyper: 55% – Super: 14% – Disc.: 32% Significant deviations from average Bold = Market average ? Average spend: R$ 441 ? Monthly visits to modern format: 9 ? Share of wallet of main retailer: 62% ? Ine level – High: 10% – Medium: 67% – Low: 23% ? Store format – Hyper: 60% – Super: 12% – Disc.: 28% 25 ALTHOUGH OTHER FACTORS VARY IN RELEVANCE, LOCATION AND PRICE ARE THE TWO MOST IMPORTANT FACTORS FOR ALL SEGMENTS Source: Consumer survey Location Promotions Quality of perishable products Assortment Overall product quality Indifferent shoppers on a budget Rangeseekers on a budget Quality seekers and time savers Avid bargain hunters Why did you choose to shop at that parti