CHAPTER 1 INTRODUCTION TO THE INTERACTIVE CONSUMER DATABASE

1.1 Overview

Datamonitor’s Interactive Consumer Database (ICD) is a unique online information service providing comprehensive data across global food, drinks and personal care markets.

ICD is designed to offer a complete source of data to support market and business planning, marketing and research functions across these sectors. Users of the service include consumer packaged goods manufacturers, ingredients companies, packaging companies and financial and professional services firms.

ICD has been designed to help users:

• Identify the key consumer packaged goods product lines and markets set for growth

• Understand growth opportunities among new and emerging consumer groups

• Discover new potential markets for existing product lines

• Identify underserved consumer segments

• Justify NPD investment by highlighting the right sectors and consumers to target

• Validate internal calculations with independent, primary data

• Support marketing and PR campaign planning

• Save the time and cost of research and business planning

1.2 The ICD Data Sets

There are four different types of data provided by the ICD.

• MarketGraphics - Comparable and accurate data covering historic market values, volumes, distribution channels, company and brand shares

• ConsumerGraphics - Unique data segmenting markets by consumer type

• FutureGraphics - Five-year forecast data created using robust methodologies

• Base Drivers - A databank of underlying social and economic market drivers

MarketGraphics

MarketGraphics provides broad coverage of historic packaged goods sales data.

Key features:

• Twenty-six food, drinks and personal care markets

• Forty countries in the four most important global regions (55 countries from Q4 2004)

• Consensus opinions based on primary research with industry executives

• Standard product classifications ensure country comparability

• Complete retail channel coverage, including stores without electronic scanners

MarketGraphic data components include:

• Market value, 1998-2003

• Market volume, 1998-2003

• Detailed market segmentation, 1998-2003

• Manufacturer shares, 2001-03

• Distribution channel data, 2001-03

• Brand shares, 2001-03

• Packaging, 2001-03*

• Additional distribution data, 1998-2003*

* Not available for every market

ConsumerGraphics

ConsumerGraphics breaks down the total value of each category covered within the ICD into value of consumption made by people from different demographic groups (for example, the proportion of French savory snacks market value consumed by people living in one-person households).

• Access a single source for cross-tabulated category sales and consumer segment data

• Make faster and easier targeting-related ROI calculations

• Avoid wasting budgets on already over-targeted audiences

• Focus on consumer segments offering the greatest competitive advantage

Demographic splits included in ConsumerGraphics include:

• Gender

• Age

• Family status

• Household size

• Income

• Socio-economic groups*

• Urban/rural

• Regions*

* Splits provided for major countries only

FutureGraphics

FutureGraphics contains expert five-year value and volume forecasts for all markets, categories and segments.

• Identify the key growth markets and geographies

• Support your market entry and expansion strategies

• Ensure all your decisions are based on robust, audited forecast methodologies

Our detailed forecast methodology incorporates the following factors:

• Social and demographic market drivers

• Variations in consumer behavior

• Primary industry opinion from key executives and market experts

Base Drivers

The Base Drivers component provides you with access to data covering the key underlying market drivers, both historical and forecast.

• Determine the underlying characteristics of countries in which you operate

• Identify areas of demographic and economic change

• Build a complete understanding of each country’s consumer goods market environment, complementing the other ICD components

Key Demographic Market Drivers

• Population, age groups, working women, household size, urban population, population per fridge, population per doctor, literacy rate, life expectancy, land area, unemployment rate

Key Economic Market Drivers

• GDP, GDP PPP, GDP segments (agriculture/industry/services), inflation rate, private consumption, labor cost, consumer price index

• Forecasts of all demographic and relevant economic indicators to 2008