Espen Hanson - Norsk laks i Spania - Norges sjømatråd

NORGES SJØMATRÅD - MADRID

Norsk laks i SpaniaOslo 13.04.2012

Espen [email protected]

MARKET TRENDS - SPAIN

UNEMPLOYEMENT AND INFLATION ARE MAKING ECONOMY UPTURN TOUGHER THAN EXPECTED

Unemployement Rate

Inflation

0,81,41,51,81,5

1,91,82,12,32,33,03,33,63,63,83,53,23,13,03,13,02,9

2,4

0

1

2

3

4

5

GDP growth

-1,1-3,8 -4,5 -4,0

-2,6-1,4

0,2 0,0 0,6 0,8 0,7 0,8 0,3

-10

-6

-2

2

6

10

T4/08 T1/09 T2/09 T3/09 T4/09 T1/10 T2/10 T3/10 T4/10 T1/11 T2/11 T3/11 T4/11

25

T4_09 T4_10 T4_11

23

21

19

17

15

22,9

Source: INE Source: INE

Source: INE

2010 2011

20,3

18,8

Consumer Confidence Index*

*Source: ICO Last published on P6/11 From P11/11 Source: Centro de Investigaciones Sociológicas

71,0

70,7

78,7

50,1

P12/08 P12/09 P12/10 P12/11

% Value Growth 2011 vs YAG

*Source: Kantar Worldpanel / Rest: Other sources

NEVERTHLESS, FMCG GREW AND IS SHOWING TO BE MORE RESILIENT THAN OTHER SETORS

+1,7%FMCG*

+25,0% Luxury Goods

+8,0% Tourism

0,0% Textile*

-18,0% Auto

-15,0% Home Appliances

-9,0% Pharma Expenditure*

-8,0% Advertising

-7,0% Gaming

Source: Kantar Worldpanel

162 161

2010 2011 2010 2011 2010 2011

28 28 19 19Trips Items x

BasketAverageTicket

SPANISH CONSUMERS ARE STILL CONTROLING THEIR SHOPPING TRIPS

THE SPANISH CONSUMER FINALLY STOPPED REDUCING THEIR EXPENDITURE IN FISH & SEAFOOD

FISH & SEAFOOD | SPAIN

76 76

6967

540531

477487

MAT P1308

MAT P0309

MAT P0609

MAT P1009

MAT P1309

MAT P0310

MAT P0610

MAT P1010

MAT P1310

MAT P0311

MAT P0611

MAT P1011

MAT P1311

Volume / HH (kg) Expenditure / HH (€)

FISH & SEAFOOD, MARKET IN RECOVERY AFTER BAD PERFORMANCE IN VOLUME LAST YEAR

€

Penetration %

AW Price / Kg

AW Purchase

68,8 67,4-2,1%

AW Expenditure

6,9 7,2+4,2%

477,3 486,9+ 2,0%

98,6 99,0+0,4%

76,6-10,1%

6,9+0,0%

530,5-10,0%

98,5+0,1%

2009 2010 2011

FAMILIES RETURN TO THE PURCHASE OF TOTAL FISH AND SEAFOOD, KEY FACT OF MARKET RECOVERY.

Contribution to growth of T.Fish & Seafood of Families with children.

-1,8%

-11,9%

3,4%

-8,7%

-4,9%

5,2%

0,7%

8,7%

-1,0%

7,8%

TAM4/2011-64,0%

+10,7%

TAM4/2010

2010 vs. 2009

2011 vs. 2010

% E

v. V

alu

e x

Crit

eria

EVEN IF IT’S POSITIONED IN A HIGHER PRICE TIER, SALMON PRESENTED A STRONG ATTRACTION OF BUYERS

36,1%

CONTRIBUTION TO GROWTH IN VALUE OF T.FISH & SEAFOOD

SALMON

HAKE(merluza)

BASS(lubina)

COD

SOLE(lenguado)

27,9%

10,0%

7,9%

2,0%

PRICE vs. PENETRATION GROWTH(bubble size = % penetration)

T.FISH & SEAFOOD

HAKE (merluza)

SOLE (lenguado)

BASS (lubina)

COD (bacalao)

SALMON (salmón)

5,0

6,0

7,0

8,0

9,0

10,0

11,0

-6,0% -4,0% -2,0% 0,0% 2,0% 4,0% 6,0% 8,0% 10,0%

% penetration (YoY growth)

aver

age

pri

ce (

€/kg

)

HAKE IS STILL # 1 IN ALL TYPES OF HOUSEHOLDS BUT SALMON IS REDUCING DISTANCES

HAKE vs. SALMON (% penetration)

88

69

78

91 90

92

87

91

78

90

7069

7168

73

76

72

76

63

68

HAKE SALMON

T.SPAINYoung

Ind.

Young Couple

w/o Kids

Couple w/ Kids

<6

Couple w/ Kids

6-18

Couple w/ Kids 18-30

Monoparental

Adult Couple

w/o Kids

Ind. Adults

Retired

-2pt

-1.9pt

+1.4pt-4.8pt

-0.5pt

-2.3pt

-1.2pt

+4.9pt

-4.5pt

-2.4pt

TOTAL SALMON | SPAIN(% penetration)

58

62

67

70

5960

64 65

TAM4/

2008

TAM1/

2009

TAM2/

2009

TAM3/

2009

TAM4/

2009

TAM1/

2010

TAM2/

2010

TAM3/

2010

TAM4/

2010

TAM1/

2011

TAM2/

2011

TAM3/

2011

TAM4/

2011

SALMON COD

SALMON IS THE MOST DYNAMIC FISH SPECIES2.5 MILLION NEW BUYERS IN THE LAST 3 YEARS

+ 2.5 million buyers

Source: Kantar Worldpanel Spain

SALMON SHOWS A STRONG PERFORMANCE, ADDING NEW MORE INTENSIVE BUYERS

T.ESPAÑA - TOTAL SALMON - T.ESPAÑA - TAM4/2011

Valor 000s €

476.244 20,2%

Volumen 000s Kgs Precio Medio €

47.329 21,0% 10,06 -0,7%

Key

Compra Media Kg Compradores 000s

> 0% change 4,1 15,4% 11.520 4,8%

< 0% change

Contents of measure boxesFrecuencia Compra

(Días)Volumen x Acto Kg % Penetracion Universo 000s

Actual % change 4,5 7,6% 0,9 7,3% 70,3 4,4% 16.394 0,4%

Grey font denotes insufficient sample

Contribution to change in spend

23% 38%-3% 2%40%

% Penetración Frecuencia Compra (días)

Volumen x Acto Kgs Precio Medio Kgs

Universo

24,3 24,1

% Evolución Volumen Kgs % Evolución Valor

HOWEVER, FRESH SALMON IS THE SEGMENT REALLY MOTIVATING TOTAL SALMON GROWTH

Fresh 76,7

Frozen 5,4

Smoked/ Salted 17,9

TOTAL SALMON TAM4/11 Vs TAM4/10

CONTRIBUTION TO GROWTH IN VALUE

CONTRIBUTION TO GROWTH IN VOLUME

Fresh 86,8

Frozen 6,3

Smoked/ Salted 6,9

% PENETRATION SALMON

64,3 66,5 67,5 68,872,8 71,3 71,5

64,5 63,468,5 70,6 68,4

72,676,0

72,375,6

63,567,6

J OVENESINDEP ENDIENTES

P AREJ .J OVENES SINHIJ OS

P AREJ .CON HIJ OSP EQUEÑOS

P AREJ .CON HIJ OSEDAD MEDIA

P AREJ .CON HIJ OSMAYORES

HOGARESMONOP ARENTALES

P AREJ AS ADULTASSIN HIJ OS

ADULTOSINDEP ENDIENTES

RETIRADOS

TAM4/2010 TAM4/2011

SALMON ADDING NEW BUYERS IN ALMOST ALL KINDS OF HOUSEHOLDS

2010

67,3 70,3

TAM4/2010 TAM4/2011

+4,4%

PENETRATION %

FAMILIAR TARGET ELDER TARGETS

FISH CONSUMPTION IS CHOOSEN BY AVAILABILITY, PLEASURE AND HEALTHY. DIFFERENTIAL DRIVER FOR SALMON: FLAVOUR

12,6 15,3 14,6

6,210,2 9,0

18,216,2

10,4 3,2 3,3

12,7

4,74,2

5,0

2,73,9

4,9

20,1

15,4 12,1

21,819,013,7

T.ALIMENTOS+BEBIDAS PESCADOFRESCO+CONG

SALMON F+C

PRODS. DISPONIBLE ME APETECIA UN CAMBIO

ME GUSTA SABOR POR COSTUMBRE

POR PLACER / ME APETECIA RAPIDO / COMODO DE PREP.

REGIMEN / DIETA SALUDABLE / SANO

% Occasions – MAT 2011

Salmon is considered as the

perfect combination of a Healthy

Flavoured treat against other Fish species in Spain.

DEVELOPMENT OF NORWEGIAN SALMON IN SPAIN

NORWEGIAN SALMON EXPORT TO SPAIN

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 20110

5000

10000

15000

20000

25000

30000

35000

40000

45000

50000

0

200000

400000

600000

800000

1000000

1200000

1400000

1600000

Mengde i tonn

Verdi 1000 NOK

STRONG INCREASE OF SALMON BOUGHT FOR HOMECONSUMPTION IN SPAIN – DECREASE IN THE OTHER COUNTRIES

Spain France UK Germany0

10000

20000

30000

40000

50000

60000

70000

Volume (Product weight)

2010

2011

To

tal

volu

me

of

Sal

mo

n p

rod

uct

s (t

on

pro

du

ctw

eig

ht)

+21%

-6,2%

-2,3%-3,3%

STRONG INCREASED VALUE IN SPAIN AND SOME IN UK. MINOR DECREASE IN FRANCE AND GERMANY.

Spain France UK Germany0

200000

400000

600000

800000

1000000

1200000

Value – local currency

2010

2011

Val

ue

(lo

cal

curr

ency

– E

ur

for

all

exce

pt

UK

wh

ere

it i

s G

BP

)

+20,1%

-1,7%

+ 2,7%

-0,1%

HOME CONSUMPTION OF FRESH SALMON IN SPAINVOLUME DEVELOPMENT

1 2 3 4 5 6 7 8 9 10 11 12 131,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

2008200920102011

Period of 4 weeks

Tonn

es (p

rodu

ctw

eigh

t)

Source:Europanel/Norwegian Seafood council

HOME CONSUMPTION OF FRESH SALMON IN SPAINPRICE DEVELOPMENT

1 2 3 4 5 6 7 8 9 10 11 12 137.00

7.50

8.00

8.50

9.00

9.50

10.00

2008200920102011

Period of 4 weeks

EUR

/kg

Source:Europanel/Norwegian Seafood council

• Salmon is outperforming seafood and FMCG.

• Salmon is increasing in all chain formats but especially in Supermarkets.

• Salmon has been one of the most attractive seafood species to attract new households in 2011.

• 70,4% of the Spanish households are buying salmon today.

– Aproximately 530 000 new Households from 2010 to 2011 and 1 300 000 new households from 2009 to 2010.

• The increased salmon sales are especially a consequence of increased numbers of new households and an increased purchase frequency.

– Increased comsumption among family households in 1. half of 2011 and seniors for 2. half of 2011.

– Increased consumption also among the once in the lower economic classes.

WHAT HAS HAPPEND?

MARKET ACTIVITIESNORWEGIAN SALMON IN SPAIN

TV-CAMPAIGN NORWEGIAN SALMON IN SPAIN

Campaign facts

• Target group: Woman with children age 2-14 years

• Communication tasks• Salmon is healthy• Salmon can be

prepared in many varieties

• Children like salmon

ATTITUDINAL KPI’S - BEFORE AND AFTER CAMPAIGN THOSE WHO HAVE SEEN THE COMMERCIAL IN THE AD-EVAL TEST

Easy to prepare

Little time to prepare

My friends consider me and expert

Above average cooking skills

Well suited for children

Children like

4.07

4.04

2.88

2.66

3.67

3.15

4.38

4.19

3.19

3.01

4.25

3.65

After (N=1002)

Before (N=1046)

Scale: 1- 5All numbers are significantly different on 95% level

The TV-ads have a positive effect on key elements such as child friendly, convenient, and subjective preparation skills.

TAKK FOR OPPMERKSOMHETEN!