CSGA - Ipsos 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
Dec 23, 2015
CSGA - IpsosExample 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.
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ContentsCategory Trending Report
Introduction: page 3
Report accuracy: page 4
Highlights: page 6
• Market size & participation: p.8• Seasonality & segment trends: p. 9• Retail trends: p.10 - 13• Brand trends: p.14 - 16 • Demographics: p.17
Category profile: pages 8 - 17
Appendix - information source: page 19
Ipsos contact details: page 20
Example only
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This report was prepared by Ipsos Reid, Canada’s largest market research firm, on behalf of the Canadian Sporting Goods Association.
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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.
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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.
Introduction Example only
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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.
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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.
Report Accuracy Example only
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Highlights
Trending Report
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Highlights
• Category X was worth approximately $XXXM in the latest 12 months, up X% compared with year ago.Market size & growth
• 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.
Retail snapshot
• While Brand 1 leads overall and in segment A, brand 2 is rapidly closing the gap and dominates in segment B. Brand snapshot
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Trending Report
Category Profile
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Category X is worth $315M, up 5%; 1-in-6 Canadians participate in the sport
Category X
$300 $315Market Size
Year AgoLatest 12 Months
+5%
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).
Example data only
Category X
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Participation
9
June to August are peak months; segment A outperformed the market
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
2.5
7.5
12.5
17.5Category X - Seasonality
% units – annual average
Example data only
Year AgoLatest 12 Months
0%10%20%30%40%50%60%70%80%90%
100%
25 35
30 25
45 40
Category XKey Segments - Consumer $
Shares
Segment A Segment B Segment C
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Sports Specialty accounts for over half of dollars, under pressure from Mass
Sports Spe-cialty
Mass Merch Dept Stores Other
Year Ago 54 28 7 11
Latest 12 Months
52 31 6 11
5
15
25
35
45
55
Category X – Key Channels - Consumer $ Shares
• 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.
Example data only
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Retailer 1 continues to lead, but retailer 2 has narrowed the gap
Retailer 1 Retailer 2 Retailer 3 Retailer 4 Retailer 5
Year Ago 16 13 8 5 6
Latest 12 Months
17.1 16 7 6 4
159
1317
Category X – Top 5 Retailers - Consumer $ Shares
• 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%
Example data only
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Retailer 1 is under-developed in segment B, where retailer 2 leads
Retailer 1Retailer 2
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16
19
13
15 18
20
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Consumer $ Shares Within Key Market SegmentsTop Retailers – Latest 12 Months
Total Category X Segment A Segment B Segment C
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Inadequate brand and product assortment are key customer turnoffs
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
Category XReasons for choosing/rejecting retailer
Example data only
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Brand 2 is closing in on the lead, as brand 1 loses traction
Brand 1 Brand 2 Brand 3 Brand 4 Brand 5
Year Ago 24 17 8 6 5
Latest 12 Months
21 19 10 7 4
2.57.5
12.517.522.527.5
Category X – Top 5 Brands - Consumer $ Shares
Top 3 brands = 50%
Example data only
• Shows consumer dollar market share estimates, based on self reported purchases by members of the Ipsos panel in Canada.
• Sample size: XXXX.
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Brand 1 dominates segment A, but lags in segment B behind brand 2
Brand 1Brand 2
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19
24
161521
22
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Consumer $ Shares Within Key Market SegmentsTop Brands – Latest 12 Months
Total Category X Segment A Segment B Segment C
Example data only
• Shows consumer dollar market share estimates, based on self reported purchases by members of the Ipsos panel in Canada.
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Reputation, price and recommendation are key brand choice drivers
Category XTop reasons for choosing brand
•Well known brand•Competitive price•Someone recommended•Lowest price•Had features I wanted
Example data only
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Example data only
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
Demographics: Category X (top brands & retailers)
• Based on self reported purchases by members of the Ipsos panel in Canada.
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Appendix
Information Source
Information SourceService Description: Ipsos Household Equipment Canada (HEC)
Survey outline
• 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.
Methodolo
gy
• 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/siz
e
• 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.
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• Adrian Murphyo Vice President
o Ipsos Reid
o 416.324.2291
For additional information, contact: