Tackling value drain and Accessing New Markets · Tackling value drain and ... V. Data-driven...
Transcript of Tackling value drain and Accessing New Markets · Tackling value drain and ... V. Data-driven...
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Tackling value drain and Accessing New Markets
David Lamb, ENRD Contact Point
Thessaloniki – 19 October 2016
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futuresinnovation
Trend agency, with a focus on European Young Consumers.We hunt, we feed and kill the status quo
TRENDWOLVES
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Understand Transform define Implement Run
executeevaluatesupport
thought processesgeneration aspirations
community understandingcultural connectedness
urgencyimpactneeds
visionopportunities
priorities
createvalidatedevelop
buildtest
improve
From change to future relevance
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• New Consumer Trends
• Local Food Development
• Urban-rural links
• Public Food
• Added Value
Market Opportunities
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I. Alternatives everywhere (new proteins)
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Why People Buy
• Solutions to Problems
• Want an Experience
• Good Feeling
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III. Oblivious obesity
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II. From diet fads to balanced health consciousness
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V. Healthy without compromises
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Calorie Reduction
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Purpose economy
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Social Responsibility & Sustainability
Sustainability
Cutting C02
Zero waste
to landfill
Reduce Packaging
Waste
Efficient Water Use
Fewer Transport
Miles
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III. Luxury is an experience
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Food Tourism
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• Opportunities• Scotland – change
in regulation & structure
• Latvia – Bringing producers and
buyers together
• Poland and France – online tools
• Slovenia –producer support
Public Food
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V. Data-driven health & eating
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I. Pharmafoods
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II. From the sea to the plate
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Source: Kantar Worldpanel, Sept 2013
Enjoyment
Health
Practicality
55%11%
34% 39%
22%
39%
1995 2013
Consumer Decisions
... increasingly driven by health
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V. Fat is back
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V. More transparency & traceability
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Local Food Opportunity
• 77% of UK consumers believe that the food industry relies too heavily on mass manufacturing
• 53% of the industry think provenance is the next main step
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Why Add Value?
• Meet customer needs
• Gain competitive advantage –unique selling point
• Enter a new market / market segment
• To gain a bigger value added share
• Increase profit
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What Value Can Food Have?
• Texture, taste and aroma
• Convenience
• Shape, size and flexibility
• Packaging
• Service
• Information and advice
• Reassurance and traceability
• Local production
• Storability (e.g. shelf life, freezability)
• Animal welfare
• Nutritional content
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Consumers want VALUE!
Value = Benefits – Costs – Risk
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