OOH Barometer
In&Out view and full
channel landscape for
snacks & drinks
Q4 2021
Nuria Moreno
Javier Sanchez
March 2022
OOH is in fast recovery for the third consecutive quarter,
but not yet up to pre-pandemic levels
Growth vs Year ago Growth vs 2 Year ago
51%
19%
12% 10% 13% 9% 8% 9%
7% 9% 7%
5% 6% 1%
1% 0%
0%
-2% -3%
-5% -4% -4%
-12% -10%
-12%
-22% -22%
-25% -24%
-48%
Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q2 2021 Q3 2021 Q4 2021
In&Out OOH IH
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OOH recovery leads to a growth of total In&Out market value in Q4
Snacks & Non-Alcoholic Drinks In&Out Value Q4 2021 – vs Year ago
Total OOH IH
42%
35%
21%
19%
18%
14%
10% 11%
8% 7%
6% 6%
4% 3% 3% 3% 3% 3%
0%
-1% -1%
-3%
-4%
-6%
-10% -9% -10%
TOTAL* UK Spain Brazil France Thailand Mexico Portugal China
Source: OOH panels, Worldpanel Division, Kantar
Global results based on 8 markets: UK, France, Spain, Portugal, Mainland China, Thailand, Brazil, Mexico 3
Value coming from Out of home is not fully recovered vs 2019, with the only
exception of Mainland China
Snacks & Non-Alcoholic Drinks – %Value
IH OOH
36%
42%
47%
52%
52%
53%
54%
54%
56%
59%
61%
62%
62%
63%
65%
66%
67%
68%
68%
70%
71%
73%
77%
79%
85%
90%
91%
39%
30%
34%
64%
58%
53%
46%
32%
37%
46%
38%
41%
47%
48%
48%
44%
38%
33%
32%
21%
27%
35%
23%
29%
15%
10%
9%
Q4 19 Q4 20 Q4 21
Total* Thailand Spain Brazil China Mexico UK France Portugal
Source: OOH panels, Worldpanel Division, Kantar
Global results based on 8 markets: UK, France, Spain, Portugal, Mainland China, Thailand, Brazil, Mexico 4
OOH recovery continues to be stronger for Drinks than for Snacking Food
Snacks & Non-Alcoholic Drinks – Value in Billion USD (%Evolution vs last year)
Snacking Food Non-Alcoholic Drinks
22.0 20.0
20.0 18.0
(-1%)
18.0
(+1%)
16.0
16.0
14.0
14.0
12.0
12.0
(+22%)
10.0
10.0
8.0
8.0
(+14%)
6.0
6.0
4.0 4.0
2.0 2.0
Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021
OOH IH
Source: OOH panels, Worldpanel Division, Kantar
Global results based on 8 markets: UK, France, Spain, Portugal, Mainland China, Thailand, Brazil, Mexico 5
Coffee and Soft Drinks are the fastest growing categories in OOH
Bubble size: %share value In&Out in Q4 2021
7%
%Evol Value In Home (Q4 2021 vs Y.Ago)
5% Water
Soft Drinks
3% Juice
1% Biscuits
0% 10% 20% 30% 40% 50%
-1%
Coffee
Salty Snacks
-3% Ice Cream
%Evol Value Out-of-Home (Q4 2021 vs Y.Ago)
-5%
Source: OOH panels
Global results based on 8 markets: UK, France, Spain, Portugal, Mainland China, Thailand, Brazil, Mexico 6
OOH recovery is faster in products that are very channel dependent
Snacks & Non-Alcoholic Drinks – %Value
IH OOH 27%
33%
39%
40%
43%
44%
51%
51%
56%
58%
61%
63%
66%
66%
68%
69%
70%
71%
71%
74%
75%
82%
84%
84%
73%
67%
61%
60%
57%
56%
49%
49%
44%
42%
39%
37%
34%
34%
32%
31%
30%
29%
29%
26%
25%
18%
16%
16%
Q4 19 Q4 20 Q4 21
Total* Cofee Ice Cream Soft Drinks Water Cookies Salty Snacks Chocolate
Source: OOH panels
Global results based on 8 markets: UK, France, Spain, Portugal, Mainland China, Thailand, Brazil, Mexico 7
Global OOH recovery to pre-pandemic levels still depends on Horeca:
Bars, Coffee Shops, Bakeries and Restaurants
Snacks & Non-Alcoholic Drinks – Total Countries – In&Out Channel Value Share
Q4 2019 11% 3% 3% 5% 3% 2% 5% 4% 3% 61%
Q4 2020 7% 2%2% 4% 3%1% 4% 4% 3% 70%
Q4 2021 9% 2% 2% 4% 3% 2% 4% 4% 3% 66%
Bars, Cafes, Coffee Shops Full Service Restaurants
Quick Service Restaurants Bakeries, Sandwich, Others Horeca
Street vendors, Foodtrucks, Milk tea houses Other impulse (Candy stores, vending machines, petrol stations)
Hyper, Super, Discount for OOH Convenience Store for OOH
Traditional Trade for OOH In Home Purchases
Source: OOH Panel, Worldpanel Division, Kantar
Pure OOH Channels = Horeca (bars, restaurants, cafes) +Impulse (vending machines, street vendors, gas stations, etc.) 8
Pure Take Home Channels = Cash and carry, door to door, catalogue
OOH is highly dependent of Horeca in Europe: Bars, Cafes and Restaurants
in the UK or Spain, and Bakeries in Portugal and France
Snacks & Non-Alcoholic Drinks – In&Out Channel Value Share
UK FR Bars, Cafes, Coffee Shops
Q4 2019 15% 2%3% 4%1% 5% 2% 68% Q4 2019 5% 6% 4% 10% 3%2%3% 65% Full Service Restaurants
Quick Service Restaurants
Q4 2020 8% 1%
3%3%1%4%2% 79% Q4 2020 2%2%3% 10% 2% 77% Bakeries, Sandwich, Others
Horeca
Street vendors, Foodtrucks,
Milk tea houses
Q4 2021 12% 3% 3%1% 5% 1% 73% Q4 2021 4% 4% 3% 10% 2%2%3% 71%
Other impulse (Candy stores,
vending machines, petrol
ES PT stations)
Hyper, Super, Discount for
Q4 2019 25% 5% 3% 4% 2%3% 4% 54% Q4 2019 2% 8% 2% 85% OOH
Convenience Store for OOH
Q4 2020 16% 3%2%3%2%3% 4% 68% Q4 2020 4% 2% 91%
Traditional Trade for OOH
In Home Purchases
Q4 2021 21% 4% 2%3%2%2%3% 63% Q4 2021 1% 5% 2% 90%
Source: OOH Panel, Worldpanel Division, Kantar 9
OOH in Asia or Latam is more reliant on Impulse Channels and Modern Trade
Snacks & Non-Alcoholic Drinks – In&Out Channel Value Share
CN BR Bars, Cafes, Coffee Shops
Q4 2019 3%2%2%2% 7% 6% 14% 9% 53% Q4 2019 7% 5% 6% 8% 5% 7% 4% 54% Full Service Restaurants
Quick Service Restaurants
Q4 2020 4% 2% 8% 6% 14% 9% 52% Q4 2020 5% 4% 4% 7% 4% 6% 3% 62% Bakeries, Sandwich, Others
Horeca
Street vendors, Foodtrucks,
Milk tea houses
Q4 2021 4%2%
1%2% 8% 6% 15% 9% 52% Q4 2021 6% 6% 5% 7% 5% 5% 4% 59%
Other impulse (Candy stores,
vending machines, petrol
TH MX stations)
Hyper, Super, Discount for
Q4 2019 11% 29% 14% 36% Q4 2019 4% 6% 7% 8% 15% 56% OOH
Convenience Store for OOH
Q4 2020 Q4 2020 Traditional Trade for OOH
10% 24% 15% 42% 3% 5% 6% 7% 15% 62%
In Home Purchases
Q4 2021 9% 23% 15% 47% Q4 2021 3% 5% 5% 5% 13% 67%
Source: OOH Panel, Worldpanel Division, Kantar 10
MAINLAND CHINA
Post-pandemic brings a new OOH occasion thanks
to Convenience Stores, Milk tea houses and Coffee Shops
Snacks & Non-Alcoholic Drinks –Mainland China – In&Out Channel Value Share
Q4 2019 3% 2%2%2% 7% 1% 6% 14% 9% 53%
Q4 2020 4% 2%2%2% 8% 1% 6% 14% 9% 52%
Q4 2021 4% 2%1%2% 8% 1% 6% 15% 9% 52%
Bars, Cafes, Coffee Shops Full Service Restaurants
Quick Service Restaurants Bakeries, Sandwich, Others Horeca
Street vendors, Foodtrucks, Milk tea houses Other impulse (Candy stores, vending machines, petrol stations)
Hyper, Super, Discount for OOH Convenience Store for OOH
Traditional Trade for OOH In Home Purchases
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MAINLAND CHINA
OOH recovery is linked to Impulse and On the go consumption, with
coffee, ice cream, soft drinks and chocolate as most growing categories
OOH Channel Recovery – Snacks & Non-Alcoholic Drinks – China
Value | Index 100 in Q4 2019
Hyper, Super Convenience Traditional Street vendors, milk tea houses, others Coffee Shops, Bars
140
121
+18%
120
112
100 100
110
104 +22%
96
80
+23%
60
40
+15%
Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021
Source: OOH Panel
Hyper-Super + Convenience + Traditional + Street vendors + Bars Cafes Coffee Shops represent 88% of total OOH 12
value sales in Mainland China Q4 2021
Conclusions
Back to normal On-premise leads A new OOH landscape
faster than expected OOH recovery after the crisis
In&Out balance is not yet Horeca will continue to Mainland China’s fast recovery
restored but OOH is win if they manage to brings in new occasions in CVS
recovering fast in high capture more shopping and an expansion in premium
dependence categories trips at a higher spend Coffee Shops & Tea Houses
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Want to know more
on Out-of-Home?
Contact us
Nuria Moreno Javier Sanchez
Global Solution Director – OOH&Usage Global Project Director – OOH&Usage
[email protected] [email protected]
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