南非超市foodzone用戶市場調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS&BRANDSGrocery

stores:

Foodzoneshoppers

in

South

AfricaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofFoodzone

shoppers

inSouthAfrica:whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

tobenchmark

Foodzone

shoppers

inSouthAfrica(’’brandusers’’)

againstSouthAfricangrocery

store

shoppers

ingeneral

(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

South

Africa)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

dataFieldwork:from

theConsumer

InsightsGlobal

survey,

an?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayearinternational

survey

thatcovers

more

than15,000brandsacross

56

countries.2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsFoodzone

ranks

outside

the

top

10

of

most

used

grocery

stores

in

South

AfricaManagement

summary:

brandusageand

competitionTop10

most

used

grocery

stores

inSouth

AfricaPicknPayCheckers79%75%SPAR67%66%ShopriteFood

Lover’s

MarketWoolworthsMakro55%47%29%28%28%Boxer

SuperstoresGameUsave22%4Notes:"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=1,018

grocery

storeshoppersConsumer

Insights

Global

as

of

August

2023Sources:Foodzone

shoppers

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints47%

ofFoodzone

shoppers

areMillennials.Havingagood

timeandmakingowndecisions

is

relatively

important

toFoodzone

shoppers.Itstands

out

that53%

ofFoodzoneshoppers

saythatfood

mustbeconvenient

andfast.Foodzone

shoppers

access

theinternetviaadesktop

PC

more

often

thantheaverage

grocery

store

shopper.Foodzone

hasmore

male

thanfemaleshoppers.Foodzone

shoppers

are

more

interested

47%

ofFoodzone

shoppers

areintheOnsocial

media,

Foodzone

shoppersinteract

with

companies

more

oftenthan

other

grocery

store

shoppers.insportsthan

other

grocery

storeshoppers.early

majority

ofinnovation

adoptertypes.Foodzone

hasalarger

share

ofshoppers

with

ahigh

income

than

othergrocery

stores.Video

gaming

isarelatively

popularhobbyamong

Foodzone

shoppers.Arelatively

highshare

ofFoodzoneshoppers

think

thattheenvironment

isanissuethatneeds

tobeaddressed.Foodzone

shoppers

remember

seeingadson

blogs

and

forums

more

oftenthan

other

grocery

store

shoppers.Foodzone

shoppers

are

more

likely

toliveincities

withover

1millioninhabitants

than

grocery

store

shoppersingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+47%

of

Foodzone

shoppers

are

MillennialsDemographic

profile:

generationsAgeof

consumersinSouth

AfricaBrand

users31%47%20%18%18%2%3%2%Category

usersAllrespondents37%43%36%43%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=51

Foodzone

shoppers,

n=1,018

grocery

storeshoppers,

n=12,205

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Foodzone

has

more

male

than

female

shoppersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users59%41%Category

usersAllrespondents54%46%54%46%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";

Multi

Pick;

Base:

n=51

Foodzone

shoppers,

n=1,018

grocery

storeshoppers,

n=12,205

allrespondentsSources:Consumer

Insights

Global

as

of

August

202343%

of

Foodzone

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa41%39%35%35%35%34%22%20%16%5%

5%4%2%2%1%

1%0%

1%0%0%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuyfoodand

products

foreverydayuse?";Multi

Pick;

Base:

n=51

Foodzone

shoppers,

n=1,018

grocerystoreshoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Foodzone

has

a

larger

share

of

shoppers

with

a

high

income

than

other

grocerystoresDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users42%37%21%Category

usersAllrespondents33%33%35%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodandproducts

foreverydayuse?";Multi

Pick;Base:n=51

Foodzone

shoppers,

n=1,018

grocery

store

shoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

store

shoppers,

Foodzone

shoppers

are

relativelylikely

to

live

in

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive30%

30%24%22%20%20%16%16%14%12%12%11%11%10%10%9%8%8%7%6%

6%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=51

Foodzone

shoppers,

n=1,018

grocery

store

shoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Foodzone

shoppers

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

grocery

store

shoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa40%38%34%21%20%20%18%16%15%13%12%10%8%8%7%7%6%6%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"From

which

ofthese

stores

do

youregularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=51

Foodzone

shoppers,

n=1,018

grocery

store

shoppers,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

202310%

of

Foodzone

shoppers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users10%80%10%11%11%Category

usersAllrespondents7%82%8%81%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=51

Foodzone

shoppers,

n=1,018

grocerystoreshoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedHaving

a

good

time

and

making

own

decisions

is

relatively

important

toFoodzone

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa62%61%61%47%42%41%46%41%40%39%41%41%29%27%29%29%28%24%27%23%

23%20%15%13%10%9%

9%8%

8%

8%Social

justiceTobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityMaking

myown

decisionsLearningnew

thingsAdvancingmy

careerHavingagood

timeTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=51

Foodzone

shoppers,

n=1,018

grocery

storeshoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Foodzone

shoppers

are

more

interested

in

sports

than

other

grocery

storeshoppersConsumer

lifestyle:

main

interestsTop10

interestsofFoodzone

shoppersinSouth

Africa59%54%53%50%57%53%53%50%47%52%51%51%51%48%45%49%42%43%47%45%45%45%44%43%41%40%37%37%

37%36%Career

&educationFood

&diningMovies,TVshows&musicSportsFamily

&parentingHealth

&fitnessFinance&economyReligion

&spiritualityScience

&technologyTravelBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=51

Foodzone

shoppers,

n=1,018

grocery

storeshoppers,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Video

gaming

is

a

relatively

popular

hobby

among

Foodzone

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofFoodzone

shoppersinSouth

Africa57%49%49%48%46%

48%43%45%45%43%41%38%38%

37%37%37%37%37%36%35%35%34%31%29%26%24%23%23%21%20%ReadingVideo

gamingOutdooractivitiesTech

/computersCooking/bakingTravelingSocializingBoard

games/cardgamesPhotographyDIYandarts&craftsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=51

Foodzone

shoppers,

n=1,018

grocery

storeshoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Foodzone

shoppers

are

more

likely

to

play

cricket

than

other

grocery

storeshoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofFoodzone

shoppersinSouth

Africa24%22%22%22%20%18%18%18%18%17%16%15%14%14%14%14%14%12%11%

11%9%9%8%6%6%5%5%5%3%

3%CricketCyclingDancingSoccerFitness,aerobics,cardioBaseball/SoftballRunning/JoggingSwimming/DivingBasketballGolfBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=30

Foodzone

shoppers,

n=928grocery

storeshoppers,

n=5,826

all

respondentsConsumer

Insights

Global

as

of

August

2023Foodzone

shoppers

are

more

likely

to

follow

boxing

than

other

grocery

storeshoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byFoodzone

shoppersinSouth

Africa31%31%33%32%31%25%24%21%20%20%19%19%18%18%17%16%13%11%11%11%10%9%9%9%7%7%

6%6%4%4%RugbyCricketSoccerBoxingTennisGolfSwimming/divingBasketballMotorsportsCyclingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;

Base:

n=26

Foodzone

shoppers,

n=809grocery

storeshoppers,

n=5,054

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

food?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

53%

of

Foodzone

shoppers

say

that

food

must

be

convenientand

fastConsumer

attitudes:food

&nutritionAgreementwithstatements

towards

food

&nutritioninSouth

Africa70%

70%67%53%43%

43%36%

36%33%29%27%

27%27%23%

23%Iactively

trytoeathealthyFood

mustbeconvenient

andfastIavoid

artificialflavorsandpreservativesItrytoeat

lessmeatItrytoavoidplasticpackagingwhen

buying

foodBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

for

everyday

use?";Multi

Pick;

Base:

n=51

Foodzone

shoppers,

n=1,018

grocery

storeshoppers,n=2,034

all

respondentsConsumer

Insights

Global

as

of

August

202347%

of

Foodzone

shoppers

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa47%42%41%24%19%

20%19%18%18%17%14%10%6%2%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"From

which

ofthese

storesdo

youregularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=51

Foodzoneshoppers,

n=1,018

grocery

storeshoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Foodzone

shoppers

think

that

the

environment

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoFoodzone

shoppers87%86%79%78%78%72%67%72%71%59%66%

68%61%63%62%

62%53%53%60%55%47%53%51%47%43%34%41%35%32%31%UnemploymentCrimePovertyEducationRising

prices/inflation/cost

of

livingEconomicsituationFood

andwater

securityGovernmentdebtEnvironmentImmigrationBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Fromwhich

ofthese

stores

do

you

regularlybuy

foodand

products

foreverydayuse?";Multi

Pick;Base:n=51

Foodzone

shoppers,

n=1,018

grocery

store

shoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

grocery

store

shoppers,

Foodzone

shoppers

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users25%24%39%12%Category

usersAllrespondents29%31%30%23%17%29%23%17%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Fromwhich

ofthese

stores

do

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=51

Foodzone

shoppers,

n=1,018

grocery

storeshoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsFoodzone

shoppers

access

the

internet

via

a

desktop

PC

more

often

than

theaverage

grocery

store

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet95%

95%94%76%

77%77%67%61%51%50%48%44%43%39%36%35%33%33%26%25%25%21%20%19%

19%13%12%SmartphoneLaptopDesktop

PCSmart

TVTabletStreaming

device

Gaming

consoleAllrespondentsSmartwatchSmart

speakersBrand

usersCategory

users26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

you

regularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:

n=51

Foodzone

shoppers,n=1,018

grocery

store

shoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Foodzone

shoppers

interact

with

companies

more

often

thanother

grocery

store

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype86%80%63%67%73%71%58%67%67%64%65%63%

62%63%45%

46%61%61%48%55%52%51%48%49%46%

46%45%43%26%

27%6%

6%2%2%

1%0%Commentedon

postsFollowedpeopleLiked

postsbyotherusersPostedpictures/videosSentprivatemessagesLikedcompanypostsSharedpostsbyother

usersPosted

texts/statusFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

storesdo

you

regularly

buy

foodand

products

foreverydayuse?";Multi

Pick;Base:

n=51

Foodzone

shoppers,n=1,018

grocery

store

shoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Foodzone

shoppers

tend

toread

weekly

newspapers

more

often

than

grocerystore

shoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks90%88%80%78%77%76%71%

65%69%59%65%65%53%60%57%51%49%43%40%

39%39%34%33%29%32%31%18%29%27%26%20%17%17%DigitalvideocontentTVRadioDigitalmusic

OnlinenewsPodcastsDailynewspapersMagazinesWeeklynewspapersOnlinemagazinesMovies

/cinemacontentwebsitesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"From

which

ofthese

stores

do

youregularly

buy

food

and

products

foreverydayuse?";Multi

Pick;Base:n=51

Foodzone

shoppers,

n=1,017

grocery

storeshoppers,

n=6,103

all

respondentsConsumer

Insights

Global

as

of

August

2023Foodzone

shoppers

remember

seeing

ads

on

blogs

and

forums

more

oftenthan

other

grocery

store

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereFoodzone

shoppersinSouth

Africahavecome

across

digitaladvertisinginthepast4weeks73%69%60%59%57%55%55%54%45%37%44%35%43%

43%43%43%40%38%37%37%37%37%31%30%30%28%26%24%16%15%Video

portalsSocial

mediaOnlinestores

Search

engines

Video

streaming

Video

gamesservicesWebsitesandappsof

brandsBlogs/forumsMusicportalsOtherappsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

food

and

products

foreverydayuse?";Multi

Pick;

Base:n=51

Foodzone

shoppers,n=1,018

grocery

store

shoppers,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Foodzone

shoppers

remember

ads

they

saw

on

TV

more

often

than

othergrocery

store

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks59%51%44%51%45%

45%51%44%44%43%42%38%37%33%25%

26%28%27%22%

21%

22%27%9%8%OnTVDirectly

inthestoreOnadvertisingspacesOntheradioInprinteddailynewspapersBy

mailshot

/advertisingmailInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Fromwhich

ofthese

storesdo

youregularlybuy

foodand

products

foreverydayuse?";Multi

Pick;

Base:

n=51

Foodzone

shopper