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Transcript of LOOKING FOR WHITE SPACE - fdin.org.uk · This is a chart slide. ... • Chilled bakery 26% Ambient...
© Kantar Worldpanel
LOOKING FOR WHITE SPACE Kantar Worldpanel Usage
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WHAT PROPORTION OF NEW PRODUCTS SURVIVE TWO YEARS?
>50% survive 2 years
Average product’s lifespan is
4-5 years
SURVIVAL AND LIFESPAN OF PRODUCTS
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2013 2012 2011 2010 2009
Core
Discontinued
Renovation
Innovation Branded
Grocery
Sales £bn
0
10
20
30
40
50
60
WHY IS INNOVATION IMPORTANT?
£7bn
INNOVATION DRIVES INCREMENTAL GROWTH
© Kantar Worldpanel
Too much choice, too
little choice?
© Kantar Worldpanel
CATEGORY ENHANCING INNOVATIONS SEEK INSPIRATION FROM
WITHOUT NOT WITHIN THE CATEGORY
6
© Kantar Worldpanel
Rational or irrational from 5 to 7,000 lines?
THE RATIONALE FOR ADDITIONAL SKU’S
Frozen 23%
• Frozen ready meals 28%
Fresh/chill 21%
• Chilled processed poultry 38%
• Fresh pasta 28%
• Yoghurt 26%
• Chilled bakery 26%
Ambient grocery 17%
• Confectionery 23%
Alcohol 13%
• Cider 21%
INNOVATION % OF CATEGORY THAT ARE NEW SKU’S OVER PAST YEAR
BEFORE YOU ARE ONE YOU WILL HAVE WORKED YOUR WAY
THROUGH EVERY TOOTHPASTE SKU (EVEN IF YOU DON’T HAVE
TEETH!)
8
9
FIVE YEARS FOR HAIRCARE
7 YEARS TO MUNCH YOUR WAY THROUGH EVERY BREAKFAST
CEREAL SKU
10
12 YEARS FOR CRISPS
11
10
20
30
40
50
60
70
80
90
100
0 20 40 60 80 100
E
n
j
o
y
m
e
n
t
%
Snack % Latest Year Date
NEED
OCCASION
12
30 YEARS FOR BISCUITS
10
20
30
40
50
60
70
80
90
100
0 20 40 60 80 100
E
n
j
o
y
m
e
n
t
%
Snack % Latest Year Date
NEED
OCCASION
© Kantar Worldpanel
MUCH ‘INNOVATION’ THINKS IN STRAIGHT LINES; IS CONFINED BY
WHAT ALREADY EXISTS
CONFECTIONERY
14
10
20
30
40
50
60
70
80
90
100
0 20 40 60 80 100
E
n
j
o
y
m
e
n
t
%
Snack % Latest Year Date
NEED
OCCASION
© Kantar Worldpanel
MUCH INNOVATION…….ISN’T
IT’S MORE OF THE SAME
© Kantar Worldpanel
Too much choice, too
little choice?
Re framing value
© Kantar Worldpanel
CHANGE CONSUMERS PERSPECTIVE
Supermarkets are
all the same
2012
2011
2010
2009
% of consumers
2012 data
No opportunity for true self expression
Supermarkets migrate to the middle ground - UK politics repeating itself?
THE RETAILER NEED TO CHANGE TO CREATE A POINT OF DIFFERENCE
28 29 30 31 32 33 34 35
© Kantar Worldpanel
RE FRAMING VALUE
OBM (MEAL DEALS) – BIG & GETTING BIGGER
£360 million +40% year on year
19
Ranked
73/289
categories by
size
OBM fastest
growing
significant
retailer category
Tea/Evening Meal
£1.76
© Kantar Worldpanel
20
© Kantar Worldpanel
RE-FRAMING VALUE
© Kantar Worldpanel
RE-FRAMING VALUE
22
© Kantar Worldpanel
© Kantar Worldpanel
Too much choice, too
little choice?
Inspiration from the
kitchen
Re framing value
© Kantar Worldpanel
© Kantar Worldpanel
© Kantar Worldpanel
© Kantar Worldpanel
29
© Kantar Worldpanel
MARKETING TO THE INDIVIDUAL –
CATERING FOR ME
1 person 44%
2 people 35%
3 people 11%
4+ people 10%
© Kantar Worldpanel
WorldpanelUsage 30
Price
matters
especially
when it
comes to
kids – kids
over index
for Value
PL by a
quarter
+24%
© Kantar Worldpanel
WorldpanelUsage 31
56%
More than
half of kids
branded
foods are not
eaten by kids
© Kantar Worldpanel
WorldpanelUsage 32
+20%
Men are 20%
more valuable
than women
(on average 20%
bigger portion sizes)
© Kantar Worldpanel
A LONG TERM MOVE AWAY FROM HANDS ON TO HAND OFF –
FROM MADE TO CHOSEN
High Involvement
Low involvement
33
© Kantar Worldpanel
WorldpanelUsage
HELP CREATE THE MEAL FOR CONSUMERS
© Kantar Worldpanel
A LONG TERM MOVE AWAY FROM PROTEIN CENTRED TO DISH
CENTRED EATING
Meat and two vegetables
Dish based cuisine
35
© Kantar Worldpanel
MOVE FROM SELLING INGREDIENTS TO SELLING DISHES – OR
MEAL SOLUTIONS
36
Dish maker
=
high value
Ingredient
=
lower value
© Kantar Worldpanel
LESS AND LESS TIME IN THE KITCHEN
TIME TAKEN TO PREPARE & COOK THE MAIN MEAL
1980 60 minutes
1990 45 minutes
2013 32 minutes
37
© Kantar Worldpanel
A global brand MY way
© Kantar Worldpanel
Too much choice, too
little choice?
Inspiration from the
kitchen
Inspiration from the
population
Re framing value
© Kantar Worldpanel
13%
Born abroad
25%
Obese
25%
Obese
13%
Born abroad
7%
Aged 20-25
4%
Vegetarian
6%
Diabetic
43% regularly eat
their evening
meal in front of
the TV
More over
65’s than
under 16’s
for the first
time EVER
25%
Aged 20-
34 (3m)
live with
parents
5m single
person
household
s with
child(ren)
11m with
false teeth
8% kids
have a
serious food
allergy (2%
all adults)
4m work
from home
+24% in a
decade
50% of our awake
time on computers/
mobiles/watching
TV
Average
age of
having first
child now
30
© Kantar Worldpanel
INSPIRATION FOR INNOVATION
© Kantar Worldpanel
Too much choice, too
little choice?
Inspiration from the
kitchen
Meeting needs
Inspiration from the
population
Re framing value
© Kantar Worldpanel
CONSUMER BASED NEEDS
44
© Kantar Worldpanel
15 year trend
CONSUMERS INTEREST IN HEALTH SOARS….
Source: Kantar Worldpanel Usage, 12 m/e May 2010, Total Consumption
© Kantar Worldpanel
OCCASION BASED NEEDS
© Kantar Worldpanel
WorldpanelUsage
114
1,461
208
1,859
6,289
197
1,891
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
RomanticMeal in
Treat Couple eveml - HH with
kids
Family nightin
TogetherTime
Special Social
occs
Kantar Worldpanel Usage
In Home & Carried Out Consumption
52 w/e Oct 2013
‘EVERYDAY EVENTS’ – TREATS, SOCIAL EVENTS AND BIG NIGHTS IN
OFFER YEAR ROUND OPPORTUNITIES
© Kantar Worldpanel
Too much choice, too
little choice?
Inspiration from the
kitchen
Meeting needs
Inspiration from the
population
Re framing value
Driving whole store
value
© Kantar Worldpanel
49
Categories are expandable
but ……………
© Kantar Worldpanel
WorldpanelUsage
DRIVING INCREMENTALITY OF CONSUMPTION
50
© Kantar Worldpanel
WorldpanelUsage
DRIVING BASKET VALUE
23% sweet pies feature custard or cream
5% tea with biscuits (but 33% of biscuits with tea)
1% wine with olives
38% chilled burgers with table sauce/relish
26% frozen pizza with frozen potato products
3% curry with poppadums' 16% with naan
51
© Kantar Worldpanel
SAINSBURYS MISSED OPPORTUNITY WITH SOFT FRUIT – ONLY
72% OF SAINSBURYS SOURCED SOFT FRUIT FEATURES
SAINSBURYS SOURCED CREAM
77
89
72
53
0
10
20
30
40
50
60
70
80
90
100
Tesco Soft Fruit Asda Soft Fruit Sainsburys SoftFruit
Morrisons SoftFruit
52
% OF SOFT FRUIT CONSUMED WITH SAME RETAILER SOURCED CREAM
© Kantar Worldpanel
© Kantar Worldpanel
WorldpanelUsage
© Kantar Worldpanel
Too much choice, too
little choice?
Inspiration from the
kitchen
Meeting needs
Inspiration from the
population
Re framing value
Driving whole store
value
© Kantar Worldpanel
WorldpanelUsage © Kantar Worldpanel
Giles Quick
Telephone: +44 (0) 1372 825764
For further information please contact:
Thank you