FMCG Companies and shopper items retailers have finished exceptionally nicely, benefiting from a rise in “at home consumption”, as shoppers shopping for patterns shifted barely in direction of extra meals objects, since its demand and different necessities elevated considerably, in comparison with pre-pandemic ranges.
The latest shift has translated to a rise in gross sales quantity, income and earnings for key gamers within the Fast Moving Consumer Goods (FMCG) sector, as they skilled substantial enchancment of their operations in the back of adjustments and modification in how we reside, financial actuality and expectations, and most significantly shopper consumption patterns.
In this line, the COVID-19 pandemic has massively accelerated a shift in shopper conduct, and demand for meals objects, important merchandise and something associated to wellness and luxury.
In a dialog with Nairametrics, Mr. Onyekachi Izukanne, the CEO and Co-founder of TradeDepot, a retail distribution firm for over 60,000 retailers, and route-to-market service supplier for key FMCG corporations (like Unilever, Nestle, Arla, UAC, PZ… simply to say few), maintained that the dramatic shift in shopper behaviour is anticipated to stay in 2021 and past.
He explains that individuals will proceed to take a cautious social strategy, and spend extra time at residence than in earlier years. As a outcome, spending on meals and important items is prone to stay excessive, going ahead.
What it’s best to know
It is necessary to grasp that buyers’ spending within the nation, on meals objects, has at all times been comparatively larger than spending on non-food objects. The newest family expenditure sample report revealed that out of the overall N40.20 trillion family consumption expenditure incurred by Nigerians in 2019, 56.65% was spent on meals, whereas the stability of about 43.35 was spent on non-food objects.
This determine is anticipated to be larger in 2020 given the dramatic shift in shopper conduct and demand for meals objects.
A latest Consumer Expectations Survey (CES) carried out by the CBN in Q3 2020, revealed that the general shopping for intention index signifies that almost all shoppers don’t intend to purchase big-ticket objects within the subsequent 12 months.
The report revealed that the shopping for intention indices for shopper durables, motor autos and home & lot have been beneath 50 factors, which reveals that respondents don’t have any plans to make these purchases within the subsequent twelve months. Hence, shoppers are anticipated to give attention to key requirements and important objects which embody, meals, residence and private care merchandise, whereas paving means for financial savings if attainable.
Performance of key FMCG corporations, and the way they’ve benefited from this shift
Figures disclosed within the latest monetary reviews of key FMCG corporations like Unilever, Flour Mills and Honeywell revealed that the meals phase of those corporations stay a serious winner and key revenue contributor amongst different working segments.
According to the reviews, the meals phase of those FMCG corporations witnessed a considerable enchancment, as gross sales quantity and income, elevated regardless of the financial vulnerabilities and disruptions created by the COVID-19 pandemic.
It is necessary to notice that Flour Mills’ income from its meals phase on the finish of Q3 of its accounting yr, 2020/21 elevated from N262 billion to N344 billion. While, Honeywell’s income throughout this era elevated from N58 billion to N82 billion, thus setting the corporate on the trail of revenue after some bland years.
However, figures contained in Unilever’s unaudited 2020 monetary assertion revealed that the corporate’s income from its meals phase elevated from N32 billion in 2019, to N35 billion on the finish of 2020.
What they’re saying
In a bid to realize extra perception into the altering dynamics of the buyer items trade, and in addition perceive the shifts in shopper behaviour, Nairametrics engaged a dialog with an skilled within the FMCG sector who works with a high flour miller within the nation.
The skilled who didn’t need to be named stated, “There was an upsurge in the sales volume of food items, especially pasta, as the segment benefited from “at home consumption”, pushed majorly by the COVID-19 pandemic, as shoppers needed to inventory their properties with meals objects going into the pandemic.
“Steadily, with consumers spending more time at home, buying pattern shifted slightly towards more food items as household units had to eat and consume more of food items, and this led to an upsurge in the consumption of consumer goods products especially food items, with demand for food items like pasta, semo and wheat increasing substantially, compared to levels recorded in pre-pandemic periods.
“This shift in consumer preference added to the funds we made from the sales of our products, however, purchases made by CACOVID, through the pandemic relief fund, also was a major driver of sales and revenue in 2020, as the purchases of the private-sector taskforce spiked the sales of pasta –macaroni.
“While sales through the neighborhood retail units driven by household consumption spiked the sales of semo and wheat during the period.”
While talking about how pandemic unraveled a brand new market phase for gamers within the FMCG, as restrictions imposed by the federal government impacted the power of key FMCG corporations and distributors to promote into the open markets, he stated:
“There was a change in the distribution channel and strategy to some extent, as the open markets which were closed were readily replaced by the neighborhood retail units.
“In a bid to reach out to customers, one of the key things FMCG companies did during the lockdown, which is very much the reality now, was finding their way into the neighborhood retail markets.
“It is important to note that the potential in these markets ‘neighborhood retail markets’ are very much unexploited, nonetheless, the major challenge here remains the high fragmentation of the retail units in these markets, and how difficult it is to aggregate.”
Onyekachi Izukanne, additionally added that shopper shopping for patterns shifted barely in direction of extra meals objects, with progress in buy of meals and necessities versus different classes. He stated:
“Across the retail sector, the COVID-19 pandemic occasioned a dramatic change in consumer behaviour generally, we found out that food items generally became a bigger contributor compared to other categories. However, personal care products outside categories like soap had a dip, because there wasn’t as much growth on those categories, as you would find in previous years.
“Homecare products, such as detergents and other products along this line grew decently in 2020. The biggest increase we saw in 2020, looking at the stores we worked with, was in the relative increase in the sales volume of food items, this was the only thing that stood out.
“However, we also noticed that suppliers of electrical appliances did more volume in terms of sales in 2020, compared to 2019, same with suppliers in home building-related sectors, like the paint manufacturers had a decent year compared to previous years.”
There was a ten% improve within the total contribution of meals objects to the distribution volumes, in comparison with 2019.
The lockdown impacted the power of producers and distributors of drinks to promote to bars, eating places and golf equipment, which normally account for as much as 60% of their income. As a outcome, many shifted their consideration to Mom and Pop, comfort shops, to cushion the influence
The pandemic additionally noticed the introduction of extra hygiene-related merchandise to assist curtail the unfold of the virus.