GlobalMeatNews State of the Industry Survey 2015 - Smoking Meat … · 2016. 1. 13. ·...

GlobalMeatNews State of the Industry Survey 2015

Find out what your industry peers are experiencing in the global meat industry, their

views on the key issues shaping the sector, and what topics are of most importance

to their business.


Page 1 © 2015 | GlobalMeatNews.com

Executive summary An overview of the state of the industry and online trends among global meat

industry professionals

In February 2015, GlobalMeatNews conducted its annual industry survey on its extensive user

base of global meat industry professionals.

The objective of this survey was to gauge opinions on the current state of the global meat

industry and to identify which issues were of most importance to businesses. In addition to

this, users were also asked about online usage trends in their day-to-day work life.

This survey was taken by more than 230 meat industry professionals around the globe.

State of the global meat industry – key findings

The majority of respondents (26.80%) said that the Russian sanctions on Europe, US,

Canada, Australia and Norway impact more on their business than any other single

trade-related issue

Seventy-nine percent (down by 5% compared to last year) of respondents have an

optimistic outlook about the future of their company

Eighty-three percent strongly agreed that the global meat industry must put more

emphasis on animal welfare and impose tougher regulations

Forty-two percent of respondents disagreed that price pressure from customers was a

threat to the quality of their products

The majority of respondents (48%) strongly agreed that the potential impact of animal

disease was a major area of concern within the global meat industry



Market conditions

The majority of respondents were positive about the future of the industry, despite the challenges they faced.

Animal welfare

Animal welfare continues to generate a great deal of interest within the meat industry with the majority of

respondents agreeing that the industry must put more emphasis on animal welfare, and impose tougher regulations.

27%

12%

52%

45%

8%

30%

3%

6%

11%

8%

I am more positive about the future

of my company now than a year ago

I expect my company’s situation to

remain the same over the next year

Strongly Agree Agree Disagree Strongly Disagree Don't Know

28%

33%

39%

50%

15%

12%

3%

0%

14%

7%

Animal welfare is one of the

top priorities for my company this year

The industry must put more emphasis

and regulations on animal welfare




Trading relationships

The majority of respondents (60%) strongly agreed that their companies were keen to explore new markets for

exports during 2015.

Similar to last year, 54% of respondents believed that the price of raw materials is a major area of concern.

8%

9%

9%

11%

18%

24%

28%

34%

35%

36%

36%

36%

33%

35%

33%

31%

21%

12%

3%

7%

3%

5%

4%

8%

27%

15%

21%

18%

21%

21%

My customers are taking longer to pay bills this

year than last year

Pricing pressure from customers is threatening

the quality of my products

Pricing pressure from customers threatens

to de-value branded products due

to excessive promotional activity

Pricing pressure from customers is

threatening to cut into resources devoted to

new product development and innovation

Raw material prices will cause bigger headaches

for us in the coming year

My company is keen to explore exports more

this year




Environmental management

Improving energy efficiency, reducing packaging weight and recycling are among the top priorities for companies in

the coming year.

However, a majority of respondents (46%) mentioned that carbon footprint labelling on products is not a priority in

2015.

3%

6%

7%

14%

21%

47%

19%

49%

36%

21%

35%

17%

10%

5%

10%

4%

31%

22%

29%

17%

My company is considering implementing

carbon footprint labeling on products this year

Reducing packaging weight or recycling

are key priorities for us this year

We will be sending zero waste to landfill

by 2016

Improving energy efficiency is one of the

top priorities for my company this year




Which of the following impacted most on your business during 2014?

The majority of respondents (26.80%) agreed that the Russian sanctions on Europe, US, Canada, Australia and Norway

had more impact on their business than any other single issue. This was followed by the impact of PEDv in the US

(14.20%) and the H5N8 bird flu outbreak (10.40%).

Additional issues raised in the survey included: the horsemeat scandal, the price of ingredients and regulatory changes

within the industry.

2.20%

2.70%

4.40%

6.00%

6.00%

8.20%

10.40%

14.20%

19.10%

26.80%

0% 5% 10% 15% 20% 25% 30% 35% 40%

TTIP talks

African swine fever in Eastern Europe

EU beef given green light for export to US

US/WTO country-of-origin labelling case

China lifts ban on Brazilian beef

Russian ban on pork from the EU

H5N8 bird flu outbreaks in

Europe, Asia and North America

The impact of PEDv in the US

Other (please specify)

Russian sanctions on Europe, US,

Canada, Australia and Norway



How concerned are you about the impact of animal diseases such as PEDv and

African swine fever compared with previous years?

The majority of respondents (48%) strongly agreed that the potential impact of animal disease was very concerning to

the global meat industry.

48%

46%

6%

Product development

Sixty-one percent of respondents strongly agreed that their companies were planning to invest more into NPD

however, more than half of our respondents also pointed out that their customers were more focused on price than

innovation.

13%

9%

48%

48%

15%

23%

2%

2%

21%

18%

My company plans to invest more in new product

development (NPD) this year than last year

My customers are more focused on price than

ground-breaking NPD


Very concerned

Neutral

Less concerned



Investment and employment

Fifty-two percent of respondents either agreed or strongly agreed that they were planning more capital investment

this year, compared to 2014. Thirty-six percent are also looking to recruit on an international basis when filling

vacancies.

15%

11%

6%

5%

12%

39%

34%

30%

30%

40%

30%

29%

36%

45%

23%

3%

4%

6%

5%

3%

14%

23%

21%

15%

23%

My company finds it difficult to recruit

people with the appropriate skills

My company will take on more staff

this year than last year

My company seeks to recruit on an

international basis when looking to fill key roles

My company currently has vacancies

in key roles

My company is planning more capital

investment this year than last year




Online trends among meat industry professionals

The top three buzzwords that generated the greatest amount of interest were ‘beef’,

‘industry trends’ and ‘pork’ - which moved up to third position from fifth in 2014

The top three reasons why meat industry professionals use the internet during their

working life were to search for news & trends, research and identify products, and to

source equipment, services and suppliers

Feedback also suggested that the global meat industry has not fully realised the value

of social media to their businesses. From our survey, readers rated social media

websites and blogs as the least valuable sources of information when searching for

work-related purchases or information

Downloading information (▲10% compared to last year), contacting a supplier and

white paper downloads were the top 3 actions by our respondents when visiting a

work related website

The demand for a strong online presence

With more than 94% of meat industry professionals accessing more than four work-related

websites every week, it is evident that the global meat industry has shifted online in recent

years, suggesting they are regularly online to identify the latest news and trends in the

industry.



The most search for content by meat industry professionals in 2014

Survey respondents were particularly interest in news surrounding the beef and pork sectors and industry trends.

BEEF 80% TRENDS 66% PORK 64%

7%

12%

13%

15%

18%

20%

33%

43%

43%

46%

46%

60%

60%

60%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%


Exotic

Game

International Awards

Kosher

Logistics

Halal

Ingredients

Lamb

Packaging

Processing equipment

Company News

Research/Science

Poultry



For which of the following have you used the Internet for your work purposes?

The top three factors which influenced meat industry professionals to use the internet in their day to day work life

included news & trends, researching and identifying products, and sourcing equipment, services and suppliers.

5%

7%

15%

24%

24%

26%

27%

29%

33%

34%

36%

37%

41%

41%

45%

47%

53%

62%

67%

87%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Sent a question in a live debate

Other

Request samples

Social media updates

Take part in a conference

Request price quotes

Peer reviews of products/suppliers

Career research/job search

Purchase products

Training/workshop/tutorials/seminars

Find product availability information

Watch a webinar

Business advice

Find pricing information

Compare products across suppliers

Connected via Linkedin

Obtain product information

Find products, equipment,

services and suppliers

Research

News and trends



When researching for a potential work-related purchase/information, how valuable

do you find the following resources?

(1= not at all valuable, 5= very valuable)

Users strongly agreed that search engines and industry websites were the most valuable resources when it came to

researching potential work-related information.

1.7

1.8

2.1

2.3

3.2

3.3

3.7

3.7

3.7

3.8

4.0

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5

Networking websites - Twitter

Networking websites - Facebook

Blogs

Networking websites - Linkedin

Industry conferences / trade shows

/ in person seminars

Industry trade publications - Print

Industry trade publications - Websites

Word of mouth / peer / colleague

Supplier websites

GlobalMeatNews

General search engines

(Google, Yahoo!, Bing)



As a result of visiting a website for work purposes, have you taken any of these actions?

Downloading information (up 10% compared to last year), contacting a supplier and white paper downloads were the

top three actions by our respondents when visiting a work related website.

3%

18%

35%

53%

58%

65%

77%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

None

Ordered samples

Purchased product

Passed commercial information to a colleague

Downloaded a white paper

Contacted a supplier

Downloaded information for use or future reference



As a result of seeing an advertisement online, have you taken any of these actions?

Majority of respondents visited the advertiser’s website or emailed the advertiser upon seeing an online advert.

13%

17%

25%

44%

46%

48%

60%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

None

Called the advertiser

Purchased product from their website

Forwarded the advertiser’s website to a colleague

Bookmarked the advertiser’s website for future

reference

E-mailed the advertiser

Visited advertiser’s website



Which online publication are you ranking as the most useful?

Flying ahead of competitors: More than 82% (▲8% compared to last year) of the respondents placed

GlobalMeatNews.com as their top source of information to find out information related to the meat industry.

6%

8%

8%

9%

9%

9%

19%

20%

82%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

TheMeatSite.com

Beefcentral.com

MeatInfo.co.uk

MeatTradeNewsDaily.com


Fleischwirtschaft.de

MeatingPlace.com

MeatPoultry.com

GlobalMeatNews.com



About GlobalMeatNews.com Breaking news on global trading and meat processing

GlobalMeatNews.com is used by meat professionals around the globe to stay in touch with the

latest news in the industry and help them to find information on products, business advice and

services.

Traffic to GlobalMeatNews.com has increased month by month for the past two years and is

now the top online portal for news about the global meat trading and processing. Our

editorial commitment to covering every quarter of this market is second to none and our

traffic figures clearly demonstrate our strength:

*E-Newsletter readers in February 2015 versus last year

* *Average traffic figures for (Jan - March 2015) versus (Jan – March 2014)

GlobalMeatNews’ overriding objective is to deliver global content to the right people

wherever in the world they are operating.

Global traffic distribution on GMN for January – March 2015

Average Pageviews**

76,051

▲ 18.40%

Average Users**

30,851

▲ 15.75%

E-Newsletter readers*

22,441

▲ 6.80%



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GlobalMeatNews State of the Industry Survey 2015 - Smoking Meat … · 2016. 1. 13. ·...

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Transcript of GlobalMeatNews State of the Industry Survey 2015 - Smoking Meat … · 2016. 1. 13. ·...