惠氏婴幼儿配方奶粉品类趋势分享Mar

惠氏婴幼儿配方奶粉品类趋势分享惠氏品类管理团队Apr2014目录•品类总体表现•分阶段表现•分价格段表现•分渠道表现•分城市级别•分地域品类总体表现4Source:NielsenRetailIndex(MT+MBS)VolumeGrowthValueGrowthYTDMAR14vs.YTDMAR13-7.4%-3.2%MAR14vs.MAR13-9.5%-5.2%19.015.918.417.017.316.516.716.115.717.116.416.918.214.416.702468101214161820JAN13FEB13MAR13APR13MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14VolumeSales:MKG05001,0001,5002,0002,5003,0003,5004,0004,500ValueSales:MRMBSalesVolume(MillionKG)SalesValue(MillionRMB)月度销售趋势：婴幼儿配方奶粉二月环比和同比继续下跌年至今品牌表现销售金额百万人民币Source:NielsenRetailIndex(MT+MBS)增长贡献损失贡献增长率%1718-70-6-1011810-10-5106ValueShare%2.24.82.22.32.22.82.83.33.43.84.14.44.54.64.75.04.78.48.28.87.88.58.08.28.37.67.48.48.18.89.08.28.18.30.40.30.40.40.40.40.40.40.40.40.40.40.30.30.30.30.33.84.63.73.83.84.04.14.04.14.54.84.94.84.64.44.74.72.810.310.410.69.29.69.28.86.64.44.23.73.63.43.02.00.21.20.70.61.20.70.50.70.50.20.30.30.20.20.20.10.30.30.30.30.30.50.70.70.50.60.20.20.30.30.30.30.36.97.87.56.96.97.37.27.16.66.26.46.66.17.07.06.712.813.211.711.911.811.611.211.311.612.512.711.512.014.511.212.34.13.33.53.43.52.93.73.54.03.84.04.03.83.94.64.06.55.65.75.95.95.86.06.16.66.76.46.76.56.26.86.74.64.34.64.74.74.64.74.54.64.54.64.44.54.44.14.44.58.58.38.28.68.78.58.48.58.58.58.88.78.78.78.58.08.36.77.66.46.96.77.57.36.97.27.77.47.57.78.27.57.37.910.40.87.412.33.45.7YTDLYYTDTYJAN13FEB13MAR13APR13MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14BiostimeBeingmateYaShiLiYiliFrieslandMJAbbottDanoneKaricareDanoneDumexRegular+BBLACDanoneDumexGold+SpecialityNestleWyethPEGoldWyethGold(Excl.PE)WyethillumaSource:NielsenRetailIndex(MT+MBS)14年3月，惠氏金装线增长了24bps,达到8.3%，主要由于MT中WTD增长，以及MBS中更好地店内表现。美赞臣增长了103bps达到12.3%，由于MT渠道中店内表现的改善。分阶段表现83,3102,8644,3364985234,4822,6782,97205001,0001,5002,0002,5003,0003,5004,0004,5005,000StarterFollowOnGrowingUpFouthStagValueSales:MRMBYTDLYYTDTYYTDLYImportance30.1%26.0%39.4%4.5%YTDTYImportance27.9%25.1%42.1%4.9%-10.2%-6.5%+3.4%+5.0%Source:NielsenRetailIndex(MT+MBS)3，4阶段呈现增长趋势然而1和2阶段都是有所下滑.分价格段表现101,4637,7941,2874643191,1337,1442,06001,0002,0003,0004,0005,0006,0007,0008,0009,000SuperPremiumPremiumUpper-MidMidValueSales:MRMBYTDLYYTDTYYTDLYImportance13.3%70.8%11.7%4.2%YTDTYImportance19.3%67.0%10.6%3.0%+40.8%-8.3%-12.0%-31.3%Source:NielsenRetailIndex(MT+MBS)年至今价格段表现超高端继续引领品类成长年至今品牌表现–超高端SalesMRMB增长贡献损失贡献1083583-29-121830增长率%12BrandValueShare%inSuperPremium16.824.816.717.116.618.818.521.021.021.522.523.524.224.125.125.324.18.38.78.19.39.39.99.39.29.19.89.69.38.78.28.38.52.93.83.22.72.82.93.13.13.33.33.93.23.13.13.74.13.72.25.53.93.53.63.73.03.32.82.82.82.42.62.22.22.15.48.38.98.68.48.37.37.37.26.16.06.06.35.65.15.410.912.913.013.213.412.711.511.211.810.410.711.211.610.810.711.212.711.812.412.613.112.411.712.210.911.311.111.411.911.812.410.911.95.55.85.85.95.04.94.94.95.35.14.95.05.15.55.86.35.58.74.38.613.0YTDLYYTDTYJAN13FEB13MAR13APR13MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14TotalSpecialtyBeingmateAi+GoldBiostimeSuperGoldBiostimeSuperCaringAusnutriaAbbottEssenceNestleNanHAWyethillumaSource:NielsenRetailIndex(MT+MBS)超高端市场中，启赋在14年3月相比前一个月份额微掉，主要由于在MBS中表现欠佳，尤其是在MBSKey/A中铺货滑落。另外，NutrilonPlatinum和合生元在铺货的带动下都拿到一定份额，这对启赋的店内表现也有很大影响。年至今品牌表现–高端SalesMRMB增长贡献损失贡献-623-70-1-2011829-14-1013增长率%14BrandValueShare%inPremium11.61.412.110.911.811.311.511.610.37.45.13.22.42.01.51.31.50.010.60.00.00.00.00.33.27.18.510.311.110.310.610.80.50.50.50.50.50.60.60.60.60.60.60.60.50.50.50.50.51.92.61.91.91.92.12.02.12.12.52.62.72.72.52.42.72.73.913.714.214.512.813.112.612.29.26.15.95.25.04.74.12.80.40.40.40.40.40.70.90.90.70.80.30.30.40.40.40.50.58.09.89.58.68.79.18.98.78.07.37.88.07.38.28.17.819.118.516.616.717.116.516.116.417.118.518.916.917.921.416.918.46.24.65.04.85.14.25.35.15.95.66.05.95.75.77.06.05.03.43.63.73.83.64.04.14.85.04.85.04.94.65.25.14.84.54.74.84.84.84.84.74.74.64.84.64.84.64.24.64.77.06.96.77.27.27.07.17.27.47.37.67.47.47.57.16.66.95.46.65.15.75.46.16.05.76.06.56.56.56.67.26.66.46.914.19.317.34.83.5YTDLYYTDTYJAN13FEB13MAR13APR13MAY13JUN13JUL13AUG13SEP13OCT13NOV13DEC13JAN14FEB14MAR14BiostimeBeingmateYashiliYiliFrieslandMJAbbottDanoneKaricareDanoneDumexRegularDanoneDumexGoldNestleWyethPEGoldWyethMarigoldWyethMaple(Excl.PE)Source:NielsenRetailIndex(MT+MBS)高端奶粉中，惠氏金装线市场份额增长到12.3%，另外美赞臣也拿到比较多的市场份额。分渠道表现163,2341,4597101,2464,3592,8691,3376491,3944,40705001,0001,5002,0002,5003,0003,5004,0004,5005,000HypermarketSupermarketMini+CVS+GroceryMBSKey/AMBSB/C/D/TgtsValueSales:MRMBYTDLYYTDTYYTDLYImportance29.4%13.3%6.5%11.3%39.6%YTDTYImportance26.9%12.5%6.1%13.1%41.4%-11.3%-8.4%-8.7%+11.8%+1.1%Source:NielsenRetailIndex(MT+MBS)母婴店渠道增长迅速尤其是在高端城市母婴店，而在现代渠道中品类持续萎缩。渠道表现MBSHyperMT同比销售金额增长率%IMFMilRMBYTDLYYTDTYGRMAR13MAR14GRMT5,4034,854-10%1,8941,660-12%Hyper3,2342,869-11%1,134976-14%Super1,4591,337-8%508452-11%MBS5,6055,8013%1,9391,9752%MT+MBS11,00810,655-3%3,8323,635-5%年至今品牌表现–大卖场SalesMRMB增长贡献损失贡献1518-76-1271539-14-5-1增长率%19Hypermarket,ValueShare%Source:NielsenRetailIndex(MT)3.26.72.83.43.34.34.04.54.85.65.75.96.46.16.27.27.011.512.412.49.712.010.011.010.29.310.912.411.213.614.712.31