Susta i n a b ility Strate gies Revolution Pri v a te Label Behaviour Inf latio n Established Markets Deflation Impact Social Media Growth Flat Lining Global Shopper Attitudes Shopping Convenience Innovation Localisation Till Roll Big 4 Post Reces sion Media Pri o riti e s Penetration M y t hs A dvertising D igi t a l T r a d e C h a n n e l s G r o ce r y S h o p p e r I n d i v i d u a l s I ns ight Pr i c i n g In s t r u m e n t a l i t y Tre n ds Bask et Size Bran ds Media Spend Life Stage Chang e Market Dynamics Crossroads Households Demo graphics Consumer Consumption Online Retail Landscapes Income Discounters Evolution Segmentation Frequency Attitudes Esta blish ed Brands Retailers Supermarkets Promotions Sim plicity Hous ehold Size ARE BRANDS THE BLUEPRINT FOR SUCCESS?
32
Embed
Sustainability Strategies Revolution Private Label Behaviour Inflation Established Markets Deflation Impact Social Media Growth Flat Lining Global Shopper.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Sus
tain
abili
ty
Stra
tegi
es
Revol
utio
n
Privat
e La
bel
BehaviourInfla
tion
Established MarketsDeflationImpactSocial Media
Growth
Flat Lining
Global
Shopper Attitudes
Shopping
Convenience
Innovation
Localisation
Till Roll
Big 4
Post Recession
Media
PrioritiesP
enetrationM
ythsA
dvertisingD
igitalTrade C
hannelsG
rocery
Sh
opper In
divi
dua
ls
Insi
ght
Pric
ing
Inst
rum
enta
lity
Tren
dsB
aske
t Siz
eB
rand
sM
edia
Spe
nd
Life
Sta
ge
Change
Market D
ynamics
Crossroads
Households
Demographics
Consumer
Consumption
Online
Retail Landscapes
Income
DiscountersEvolution
SegmentationFrequencyAttitudesEstablished Brands
RetailersSuperm
arkets
Promotions
Simplicity
Household S
izeARE BRANDS THE BLUEPRINT FOR SUCCESS?
THE PRODUCE MARKET IS ARGUABLY EXPERIENCING ONE OF HER TOUGHEST PERIODS
• VOLUMES ARE DECLINING PER HOUSEHOLD OVER 5 YEARS
• DEFLATION HAS ERODED NEARLY £1/2 BILLION IN THE LAST YEAR
• THE DISCOUNTERS ARE DRIVING SPEND AWAY FROM THE MAJOR MULTIPLES
SO WHY LOOK TO BRANDS?
• THEY ALL OUTPERFORM THEIR MARKETS
• THEY DRIVE INCREMENTAL VALUE
• THEY PROVIDE SOLUTIONS
Long Term Volume Decline
102Number of times we purchase produce per year.
-11kgsDecline in produce volume of average household over 5 years
Potatoes
Apples
Pears
Brassicas
Legumes
Citrus
Bananas
Tropical Fruits
Root Crops
Salads
Soft Fruit
-300 -250 -200 -150 -100 -50 0 50 100
-281
-20
-12
-11
0
8
14
36
44
70
79
LONG TERM VOLUME CHANGE – KEY MARKETSMillions KGs
28%% of produce market in long term decline
Deflation
6-J
an
-13
3-F
eb
-13
3-M
ar-
13
31
-Ma
r-1
3
28
-Ap
r-1
3
26
-Ma
y-1
3
23
-Ju
n-1
3
21
-Ju
l-1
3
18
-Au
g-1
3
15
-Se
p-1
3
13
-Oct
-13
10
-No
v-1
3
8-D
ec-
13
5-J
an
-14
2-F
eb
-14
2-M
ar-
14
30
-Ma
r-1
4
27
-Ap
r-1
4
25
-Ma
y-1
4
22
-Ju
n-1
4
20
-Ju
l-1
4
17
-Au
g-1
4
14
-Se
p-1
4
12
-Oct
-14
9-N
ov-
14
7-D
ec-
14-1%
0%
1%
2%
3%
4%
5%Inflation
% c
ha
ng
eINFLATION GOES INTO REVERSE FOR THE FIRST TIME THIS CENTURY
PRODUCE PRICES 2014 -4.7%
-£486 mn
-13.1-11.8
-10.4
-8.0
-2.4 -2.3 -1.6 -1.0 -0.9
0.2 0.2
Average Price (£)/(g) | Yr on Yr % Change Total Produce | 52 w/e
THE BIG CATEGORIES ARE SLASHING PRICES
% PRICE/KG CHANGE YOY
PRODUCE TYPICALLY ACCOUNTS FOR 10% OF TOTAL GROCERY VALUE
BUT IN THE LATEST 12 WEEKS
7%
The Impact of The Discounters
8.3%
of Total Grocery
13% of produce volume
10% of produce value
90p
89p
89p
£1
PRODUCE POTATOES
£114mn £10mn
£66mn £6mn
SWITCHING GAINS
Sus
tain
abili
ty
Stra
tegi
es
Revol
utio
n
Privat
e La
bel
BehaviourInfla
tion
Established MarketsDeflationImpactSocial Media
Growth
Flat Lining
Global
Shopper Attitudes
Shopping
Convenience
Innovation
Localisation
Till Roll
Big 4
Post Recession
Media
PrioritiesP
enetrationM
ythsA
dvertisingD
igitalTrade C
hannelsG
rocery
Sh
opper In
divi
dua
ls
Insi
ght
Pric
ing
Inst
rum
enta
lity
Tren
dsB
aske
t Siz
eB
rand
sM
edia
Spe
nd
Life
Sta
ge
Change
Market D
ynamics
Crossroads
Households
Demographics
Consumer
Consumption
Online
Retail Landscapes
Income
DiscountersEvolution
SegmentationFrequencyAttitudesEstablished Brands
RetailersSuperm
arkets
Promotions
Simplicity
Household S
ize
SHOULD WE LOOK TO BRANDS?
These brands make up about 90% of the Branded Produce