Growth Solutions Group Market Strategy Research Brand & Communication Level 11. 99 Queen Street Melbourne. Victoria 3000. Australia T. +61 3 9670 4700 W. www.gsg.com.au Reason meets Imagination This document is not to be copied without permission Consumer Demand: Unlocking Hidden Growth 2010 RWTA Conference 30 August 2010
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Growth Solutions GroupMarket StrategyResearchBrand & Communication
Level 11. 99 Queen StreetMelbourne. Victoria 3000. Australia
T. +61 3 9670 4700W. www.gsg.com.au
Reason meets Imagination
This document is not to be copied without permission
Macro Trend 1: Health / Well-being are part of life
An ageing population, who are still young at heart…plus a national focus on obesity / diabetes / heart disease will influence consumer choice (and brand messages)
• Ingredients matter – choose natural
• Supplements are ok if it’s about enrichment / advantage
• Smaller portions
• More fresh options in pre-made
• Endorsements or ‘ticks’
Mellentin’s 10 Key Trends for 2010 are :
1. Digestive health – a mega-trend moves beyond the tipping point
2. An intrinsic health benefit that’s also convenient
3. Feel the benefit – the most powerful marketing message
4. Energy – a world of untapped opportunities
5. Fruit and superfruit – the future of food and health
6. Antioxidants – big in America, dead in Europe?
7. Weight management
8. Healthy snacking
9. Packaging and premiumisation
10.Bones and movement
Julian Mellentin: Industry Expert, Nutritional Foods
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Preshafruit
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Macro Trend 2: Where it comes from matters more
Consumers are placing increasing importance on…
• Knowing who’s behind the product (maker)• Fresh is best, even better it’s local• Authenticity – farmer’s markets• ‘My’ grocer, butcher, baker etc – dealing with
people who care about food• Frozen food with locked-in freshness
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Macro Trend 3: Good food that’s easy to get
Trading off quality & convenience is no longer necessary, or acceptable.
Retailers and the media are constantly illustrating how we can achieve simple, good food for under x dollars, in under x minutes.
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Yarra Valley Farms – Branding in Food Service
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Aussie Farmers Direct - Back to the future
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Macro Trend 4: Green is good
Consumers want brands/retailers to take more responsibility
• Takes whole categories out of supermarket shop e.g toiletries
• Bulk food purchase also changing consumption habits – more homogenous meals
• Appeal of unique product formats that can’t be purchased in supermarkets
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Retailers are responding quickly to consumer trends
Consumer trend/demand
Fresh
Local
Natural “Tassie Grown”Woolworths
Woolworths ingredient branding
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Coles - “It’s all about the customer”
Half way through a 5 year transformation process
''The most important factor for us is that we are aligned to what the consumer needs are, and which consumer needs are changing”Ian McLeod, Coles Managing Director
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New channels & experiences are changing the way we shop
Customer has greater control over their shopping experience.
Expectations are changing – customers are demanding more information about pricing and inventory – so they can make better decisions.
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Cold Chain Challenges in responding to the end-consumer
• Lack of visible consumer information
• Different drivers of consumer value by channel
• Increase fragmentation of food service sector, new channels to market
• Competing demands creating increased complexity in solutions