Future Trends Tips for Prelims 01 APR 2013 Mr Daniel Siew [email protected] Category Manager
2018 Category Management Are Trends in ... - catman.global · 2018 Category Management & Shopper...
Transcript of 2018 Category Management Are Trends in ... - catman.global · 2018 Category Management & Shopper...
2018Category Management & Shopper Insights Conference
Are Trends in Natural/Organic
a Threat or Opportunity?
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
Where Are We?
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
Where are We?
Major Movements And Change Are Upon Us
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
Where are We?
✓Technology✓Consumer Attitudes✓Socio-economic Shifts✓Globalization Of Cultures✓Institutional Authority Crisis✓Science✓Regulatory✓Economy✓Health Care✓Environment/Climate Change
Technology Sub-Forces
❑ Ubiquity of Devices❑ Mobile Commerce❑ Personalization❑ Artificial intelligence❑ Augmented Reality❑ Virtual Reality❑ Machine learning❑ Voice Search❑ Internet of Things
Society Macro Forces Affecting Change:
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
Where are We?
Fast Moving Consumer Goods Forces of Change
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
Where are We?
Legacy Path to Market Playbook is a Relic
Old:(Linear)
Natural product example
No Such Thing As Channel Anymore
Now:(Non-linear)
Natural Supermarkets
Specialty Supermarkets
Conventional Supermarkets
Large Scale Retailers
Food Trucks
HospitalityFast
Casual
Brand’s Own
Web Site
Specialty RetailWarehouse
E-Comm Pure Play (Amazon,
Jet, Chewy)
Traditional Brick &
Mortar
Concession
/ Kiosk
Meal KitsMicro Markets
Corporate Campuses
UberCoworking
Space
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
Where are We?
Legacy Path to Purchase is a Fond Memory
Old: (Linear)
Now: (Non-discreet)
Stages of CPG Shopper Influence Were Linear
Awareness Consideration PurchaseRepeat
(Retention)Advocacy
Consideration PurchaseRepeat
(Retention)Advocacy
Media is not discreet and controlled. The consumer is
increasingly creating the content and
controlling the media
Awareness Influence
Social MediaBlogs
YouTube ChannelsDigital Ads (Cookies)Suggested Options
TV/Print?
Social MediaBlogs
PodcastsProduct Ratings
Peers
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
Where are We?
Traditional Food & Beverages are Barely Growing. Natural/Organic is Thriving
$ M
illio
ns
$ %
Ch
g vs YA
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
How Did We Get Here?
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
How Did We Get Here?
A Confluence of Factors Outside our Industry…
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
How Did We Get Here?
…Along with Factors from within our Industry
✓ Scale for Efficiency Sake
✓ CPG Marketing: Pushing TO the Consumer
✓ Wall Street, Shareholder and Short Term Focus
✓ CPG Small R&D Budgets (vs Tech)
✓ Incremental “Innovation”
✓ “Fringe Hippie” Movement of Organics Goes Mainstream
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Matters Now?
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Matters Now?
Consumers seek…
✓ Transparent✓ Authentic✓ Trustworthy✓ Accountable✓ Purpose Driven✓ Mindful✓ Socially Conscious✓ Sustainable✓ Prevent Waste✓ Empowering✓ Aligned to their Lifestyle
Companies That Are: = TRUST
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Matters Now?
Consumers seek…
Products That Are:
✓ Non-GMO
✓ Fresh
✓ Less Processed
✓ Organic
✓ Local
✓ Plant Based
✓ Nutrient Dense
✓ Superfoods
✓ Gluten/Allergen Free
✓ Clean & Simple Ingredients
✓ Hormone Free
✓ Pastured
✓ Grass-fed
✓ Humane Animal Care
✓ Eco-friendly Packaging
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Matters Now?
Consumers seek…
Shopping That Is:
✓ Convenient/Easy/Fast/Frictionless
✓ Experiential
✓ Consistent (Omnichannel)
✓ Assortment Appropriate (Curated, Deep, Narrow)
✓ Fast & Free Delivery or Easy Pick Up
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Matters Now?
Clean Label, Human Grade Pet Food
‘An Orchard in Every Bottle’ Fruit Tonic Upcycling Brewery Spent Grains
Refrigerated Fresh Baby Food
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Are We Doing About It?
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Are We Doing About It?
CPG is Investing and Acquiring
In 2017, 905 M&A and Financing TransactionsIn The Nutrition & Wellness Industry
+27% vs 2016 +29% CAGR 2013-2017
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Are We Doing About It?
Experimentation with Delivery and Pick Up
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Are We Doing About It?
Meal Kit Mania = This Decade’s HMR
$35mm Investment Albertson’s buys Plated
+ 15 more
HelloFresh buys Green Chef
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Are We Doing About It?
Portfolios Are Being Modernized
Broader Health Benefits
Modern Food Attributes
Reddi Whip Extending into Non-Dairy
Cleaning Up Microwave Popcorn
Updating the TV Dinner
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Are We Doing About It?
Making Philanthropy & Social Mission More Front & Center
Social Business
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Are We Doing About It?
Newer Brands are Launching Online
More Than 50% Of New Brands Launched In The Last 3 Years Have Launched On Line – And The Rate Is Increasing.
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Should We Doing About It?
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Should We Doing About It?
Ten Recommendations For a Path Forward
1. Change Your Lens & Reframe Your World2. Reinvent Your Organization And Culture (Relevance)3. Become a B-Corp4. Upgrade Your Supply Chain – Get Certified5. Unscale & Share Your Assets6. Create a Mission-based Platform7. Develop True Innovation8. Offer An Experience In A Physical Setting9. Be Empathetic - Walk A Mile In Your Stakeholder’s Shoes10. Embrace Nuance & Be True To Your Self
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Should We Doing About It?
Change Your Lens & Reframe Your World
If you only want yellow blocks, is this green block good or bad?
If your base is Group A, should Group C now be the focus?
+4 pts
67%
23%
10%
Group A Group B Group C
-1 pt
-3 pts
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Should We Doing About It?
Reinvent Your Organization And Culture
“We Cannot Solve Our Problems With The Same Thinking We Used When We Created Them.”
Albert Einstein
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Should We Doing About It?
Become a B-Corp
“Without a sense of purpose, no company, either public or private, can achieve its full potential. It will ultimately lose the license to operate
from key stakeholders.” Larry Fink, Founder, Chairman & CEO of BlackRock, Inc.
$1.7T in funds managed
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Should We Doing About It?
Upgrade Your Supply Chain – Get Certified
Whether you reach these benchmarks or not, the most responsible brands will have an open dialogue with consumers and retailers every step of the way. By outlining where there’s work to be done, and setting goals to meet expectations in the future, companies can cultivate trust.
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Should We Doing About It?
Unscale & Share Your Assets
“Artificial Intelligence Is This Century’s Electricity —The Technology That Will Power Everything.”
Source: MIT Sloan Management Review
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Should We Doing About It?
Create A Mission-Based Platform
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Should We Doing About It?
Take Risks - Develop True Innovation
New Form for Use Case = innovation (lower case ‘i’)
Combination ≠Innovation
Create New Categories = True Innovation
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Should We Doing About It?
Offer An Experience In A Physical Setting
The Spotted Cheetah (NYC)
WFM (Bridgewater, NJ)
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Should We Doing About It?
Be Empathetic –Walk A Mile In Your Stakeholder’s Shoes
✓ Retailer perspective: Who is the shopper in my store and what is their purchase behavior?
✓ Vendor perspective: Who is my shopper? Who is my competitor’s shopper and where are the opportunities?
✓ Human perspective: How am I like my shopper? How am I different? Who do I know like this shopper? How do I relate to them? How can I be of service to them?
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
What Should We Doing About It?
Embrace Uncertainty, Nuance & Be True To Your Self
• Keep Asking, “Why Does That Matter?”
•Authenticity: Your Inner Truth, Without Judgment Of Yourself, Or Fear Of Being Judged
•Ask, “How Can I Serve”?
• Be In A State Of Gratitude
• Focus On Your Strengths
• Start Where You Are
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
The longer tail of a better food system……
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© 2018 The Movitz Group LLC. All Rights Reserved. www.movitzgroup.com2018 Category Management & Shopper Insights Annual Conference, May 2018
Thank You
Michael [email protected]
The Movitz Group LLCLincolnshire, IL(847) 461-3235
www.MovitzGroup.com