Objectives

The core objectives of the trends phase of this study has been to provide further understanding of the following key areas. 7  How to optimise and improve retail sale of ginger; 7  Packaging opportunities and how to optimise this for consumer choice (e.g. what is the demand for

pre-packaged ginger? What size yields the highest sales?); 7  Placement opportunities (e.g. in supermarket fridges) and evidence of the impact of this here and/or in

other markets; 7  Pricing opportunities; 7  Marketing activity required. Using evidence from global trends this report provides insight on each of these areas; and based on these findings concludes with suggestions on ways in which Australian ginger producers could develop innovations leveraging these global trends.

2

3

Trends Research: Our Approach 9  Colmar Brunton has used a combination of both desk research and in the field market

research to explore the trends of ginger globally.

9  Our main source of secondary data for this report was collected from Mintel Global New Products Database (GNPD).

9  This data source is used to analyse products launched around the globe, generally in the last 10 years and more specifically in the last 3 years, that contained ginger as a core ingredient.

9  Trends are determined at a global and regional level. 9  Claims and pack types used for the launched products are explored and the relevant

product categories are determined. Specific examples of products being launched around the globe that are particularly innovative are displayed for reference.

Overview of the global market.

4

The global market has seen a large growth in products containing ginger over the last few years.

5

548%

Increase in products launched that contain

ginger from 2004-2014 2012

2013

N= 27,447 products launched globally from 2004 to 2014 that contain ginger as an ingredient

Asia Pacific and Europe have consistently been market leaders in products containing ginger. The previous two years has seen a significant increase in product launches.

6

0

500

1,000

1,500

2,000

2,500

3,000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Num

ber o

f Gin

ger P

rodu

cts

Laun

ched

Asia Pacific Europe North America Middle East & Africa Latin America

N= 27,447 products launched globally from 2004 to 2014 that contain ginger as an ingredient

However Australia more specifically represents only 3% of global ginger product innovation. Yet here too the last two years have shown substantial increases in the number of product launches.

7

745 products launched

over the last 10 years

N= 745 products launched in Australia from 2004 to 2014 that contain ginger as an ingredient

Product Categories.

8

The biggest categories for Ginger have been Sauces and Seasoning, followed by Meals. Snacks represents only 10% of recent category launches suggesting an area for potential innovation.

9

5% 4% 3% 2% 2% Bakery Skincare Soup Healthcare Hair

Products

25% 18% 10% 7% 6% Sauces & Seasoning

Meals Snacks Processed Products

Hot Beverages

N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient

Bakery products containing ginger are more likely to be found in Australia, whereas meal products with Ginger are more prevalent in Japan and the UK. Interestingly, healthcare products containing ginger are prevalent in the US, which indicates a potential area for growth in the future for Australia.

10

The UK is more likely to produce meals

India is more likely to produce sauces

& seasoning

The USA is more likely to make healthcare products

Japan is more likely to produce meals

Germany is more likely to produce hot beverages

Australia is more likely to produce

bakery items South Africa is more

likely to produce hot beverages

Brazil is more likely to make sugar gum & confectionery

N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient

Product Claims.

11

Product Claims Across the recent global product launches health claims have been key

– with ¾ of products featuring these claims

12

Health Convenience Dietary Environmental

74% 45% 42% 42% Products that contain health

related claims Products that contain

convenience related claims Products that contain dietary related claims

Products that contain environmental related

claims

•  No Additives/Preservatives •  Organic •  Low/No/Reduced Allergen •  All Natural Product •  Low/No/Reduced Transfat

•  Microwavable •  Ease of Use •  Time/Speed •  On-the-Go •  Convenient Packaging

•  Vegetarian •  Gluten Free •  Kosher •  Halal •  Vegan

•  Ethical- Environmentally Friendly Packaging

•  Botanical/Herbal •  No Animal Ingredients •  Ethical- Animal •  Ethical- Environmentally

Friendly Product

Top Countries Top Countries Top Countries Top Countries

1. USA 2. Australia 3.  India

1. Australia 2.  India 3.  Japan

1.  India 2. USA 3. South Africa

1. USA 2. UK 3. Canada

N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient

Claims. In more detail; products with no additives/preservatives were the most prevalent in the recent global product launches. However, products promoted as premium or organic were less prevalent. This helps us to identify how Ginger products might be promoted in Australia to increase the purchase of ginger.

13

0% 10% 20% 30% 40% 50%

No Additives/Preservatives Vegetarian

Microwaveable Ethical - Environmentally Friendly Package

Ease of Use Time/Speed

Organic Botanical/Herbal

Low/No/Reduced Allergen Gluten-Free

All Natural Product Premium Seasonal

Low/No/Reduced Transfat Moisturising / Hydrating

No Animal Ingredients Ethical - Animal

Ethical - Environmentally Friendly Product Kosher

Other (Functional) Halal

Vegan

Global N=13324

N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient

Product Flavours.

14

15

Product Flavours What is ginger combined with?

Beef 4%

Chicken 4%

Spice/Spicy 8%

Unflavoured/ Plain 8%

Lemon 4%

Ginger Product

Flavours

•  When looking at the product flavour descriptions – specifically on products with a flavour plus ginger we find that plain flavoured products with ginger and spice flavoured products with ginger are most common.

N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient

Flavour launches in more detail…

Although products described simply as Ginger flavoured make up the largest group – they only make up 75% of all ginger products. This indicates real opportunities for new flavour innovations in Australia – and the range of flavours that Ginger can be combined with means that all creative options should be considered.

25% 8% 8%

4% 4%

4% 3% 3%

3% 3% 2% 2% 2% 2% 2% 2%

Ginger Unflavoured/Plain

Spice/Spicy Chicken Lemon

Beef Masala

Curry Orange

Chilli Pepper Honey

Vegetable Tomato

Apple Gingerbread

Fruit

16

N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient

As expected ginger is one of the most common flavours in ginger products across countries. However in China, ginger products are more commonly beef flavoured, whilst India produces a lot of Masala flavoured ginger products. In recent years migration from India and China has been on the rise; indicating key consumer groups in Australia for these flavours.

17

0%

5%

10%

15%

20%

25%

30%

Gin

ger

Unf

lavo

ured

/Pla

in

Spi

ce/S

picy

Chi

cken

Lem

on

Bee

f

Mas

ala

Cur

ry

Ora

nge

Chi

li/C

hilli

Pep

per

(uns

peci

fied)

Hon

ey

Vege

tabl

e

Tom

ato

App

le

Gin

gerb

read

Frui

t

Cin

nam

on

Min

t

Ses

ame

(uns

peci

fied)

Coc

onut

India UK USA China Japan

N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient

Product Packaging.

18

Packaging in summary…

19

7  Packaging is diverse and differentiated across product categories.

7  Fresh ginger root is limited in packaging options. Typically, ginger root is sold unpackaged. Some products are packaged on a tray or in a bag. From our previous primary industry and horticulture experience we find that the majority of consumers prefer to buy loose, fresh produce where they can choose the right amount for their needs. Fresh, packaged produce needs to provide the consumer with added value, such as pre-prepared, ready to use options. In our research, we did not come across any of these types of products.

7  Packaging of paste or minced ginger show some innovation with the increasing availability of squeezie formats. Where communicating freshness, it is key that consumers can see the product, such as clear windows. This is even the case for frozen formats.

Flexible packaging including sachets are the most common formats used globally. Bottles and jars were also common, most likely used in sauces, seasonings and for syrup products.

24%

15%

12%

11%

9%

7%

6%

5%

3%

2%

Flexible

Flexible sachet

Bottle

Jar

Tray

Tub

Flexible stand-up pouch

Carton

Tube

Can

20

N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient

21

Fresh minced/grated ginger products can be found in multiple types of packaging. Typically seen in jars and tubs. However there has been an increase in the use of flexible, ‘squeezie’ formats that are easy to use.

Flexible, squeezie formats

Flexible sachet

Tub Tub Jar

Frozen Ginger packaging is convenience driven in ready-to-use serving sizes. These are seen widely overseas including UK and USA.

22

All formats are flexible packaging, but also includes trays for moulded, frozen ginger

Semi-processed ginger packaging is driven more by the product category. Candied and crystallised ginger products are found in flexible formats, whilst ginger juice is typically found in bottles.

23

Ginger juice

Ginger body oil Ginger candies

Ginger slices

Pickled ginger Honey ginger

Crystallised Ginger

Processed Packaging Formats

24

Jar with grinder Flexible sachet

Flexible sachet Jar Flexible

N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient Examples of packaging are all from Australia

•  In most pack formats the consumer is able to see the product; delivering to cues of freshness

Fresh- Semi Fresh Products.

25

Freshness in summary…

26

7  Looking in more detail at individual product launches we can see evidence of ginger cutting across categories – from raw ingredients to seasoning in ready to cook meals to hot and cold drinks.

7  This reveals the versatility of Ginger as an ingredient and also that in innovation terms there really are no limits.

7  In our broader consumer research we find that shoppers are often seeking ‘safe’ and convenient ways to try new cuisine styles at home. Therefore products such as the Ocado fresh vegetables with ginger speak directly to this ‘convenience’, and the Botanical Food Lightly dried ginger gives consumers the reassurance that they will not waste the ingredient.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

27

Botanical Food

Gourmet Garden Lightly Dried Ginger contains a hand of roughly chopped Australian grown ginger, lightly dried to last for four weeks once opened. This ready to sprinkle, garnish or rub ginger can be used in Asian and Moroccan cuisines, stir fries, curries, juices, smoothies, cookies, tea, carrots and noodles. The halal certified product retails in a 17g resealable bag.

Baiada Poultry

Gourmet Garden Lightly Dried Ginger Australia

Lilydale Wing Nibbles Marinated with Lemongrass and Ginger, Australia

Lilydale Wing Nibbles Marinated with Lemongrass and Ginger are new to the range. These wings have been made using free range chicken that has been farmed with care, are free to roam, and have been nutritiously fed on pesticide-free pastures. Furthermore, these wings are free from added hormones or growth promotants, can be oven-baked or barbecued.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

28

Botanical Food

Gourmet Garden Moroccan Seasoning consists of coriander, ginger, garlic, and cumin, and is said to be made easy for everyday cooking. The fresh seasoning is suggested to be rub on lamb, chicken or beef for marinade, or squeezed to stir through soups, yoghurt or couscous. The halal certified seasoning retails in an 80g tube.

Botanical Food

Gourmet Garden Moroccan Seasoning Australia

Gourmet Garden Thai Seasoning Australia

Gourmet Garden Thai Seasoning consists of lemon grass, ginger, coriander, and chilli that made easy for everyday cooking. The fresh seasoning is said to be easy to stir fry for chicken, beef, seafood, or stir through soups, dressings, noodles or vegetables for fresh herb flavours. The halal certified seasoning retails in an 80g tube.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

29

Copack Tiefkühlkost Produktionsges

Elbtal Asiatisches Pfannengemüse Veggie Pan Asia (Asian Stir Fry Vegetables) are a mix of Far Eastern vegetables and mung bean sprouts with a refined seasoning. The microwaveable product retails in a 750g pack. Also available is Feinschmecker-Pfannengemüse Veggie Pan Gourmet (Gourmet Stir Fry Vegetables).

Ocado

Elbtal Asian Stir Fry Vegetables Austra

Ocado Exclusive Vegetables Oriental Stir Fry UK

Ocado Exclusive Vegetables Oriental Stir Fry is washed and is ready to be cooked. This product is suitable for vegetarians and retails in a 240g pack.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

30

Dansk Supermarked

Levevis Frugt til Smoothies Red (Fruits for Red Smoothies) contains strawberries, bananas, pineapples, blueberries, ginger and mint. The fruits are manually harvested in China. The product is completely natural and retails in a 391g pack bearing the Green Keyhole logo. Also available in this range are Fruits for Yellow Smoothies.

Lidl

Levevis Fruits for Red Smoothies Denamark

Vitasia Stir Fry Vegetables in Chinese Style Sauce Finland

Vitasia Stir Fry Vegetables in Chinese Style Sauce comprises vegetables, mushrooms and crystallised ginger in a sweet and sour sauce. The product is suitable for vegetarians and provides one of the five a day portion of fruit and vegetables. It is available in a 600g pack.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

31

Eljap Delicatessen

Fi-Ji Ginger in Syrup is said to be mild and delicious. The product is formulated without preservatives, artificial flavors, colour and is retailed in a 240g jar.

Exclusive Food Houses

Fi-Ji Ginger in Syrup Israel

Tania Stem Ginger in Syrup Australia

Tania Stem Ginger in Syrup is suggested for use as a side dish or ingredient with meals, sea foods and poultry or for use in fruit salads. The product retails in a 270g jar.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

32

A Frost

Nice Easy Food Fruit Smoothie Sunset Mix consists of frozen pineapple, strawberry, blueberry and banana to prepare smoothies. The product retails in a 391g pack containing three bags with separate ginger and mint. The pack features the Green Keyhole logo, which is synonymous with healthy eating.

Seven & I Holdings

Nice Easy Food Fruit Smoothie Sunset Mix Sweeden

Seven Premium Mapo Eggplant Japan

Mapo eggplant stir-fry, made with traceable eggplants. Made in Thailand. Launched in July 2011, with an RRP of 198 yen repackaged with a new logo.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

33

Jumbo Supermarkten

Jumbo Stem Gember (Stem Ginger) consists of golden ginger stems in sugar syrup. The product is retailed in a 240g glass jar with a drained weight of 125g.

Pukka Herbs

Jumbo Stem Ginger Netherlands

Pukka Revitalise Organic Cinnamon, Cardamom & Ginger Tea, Australia

Pukka Revitalise Organic Cinnamon, Cardamom & Ginger Tea is an original ayurvedic blend of warming herbs with invigorating properties which give a healthy glow. Cinnamon bark, ginger root and clove are warming; elderflower and orange peel add vitalising zest; and green tea and spearmint leaf boost vitality.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

34

Danone Murray Goulburn

Danone Activia Fusions Lemon & Ginger Low Fat Probiotic Yoghurt is made with real fruit and 100% fresh Devondale Aussie farmer milk. The product features Bifidus ActiRegularis which is said to improve digestive comfort, does not contain gelatine or artificial colours and retails in a 500g pack containing four 125g tubs.

Yarra Valley Tea

Danone Activia Fusions Lemon & Ginger Low Fat Probiotic Yoghurt

Australia

Yarra Valley Tea Co. Lemongrass & Ginger Organic Zing Tea, Australia

Yarra Valley Tea Co. Lemongrass & Ginger Organic Zing Tea is described as a perfect blend of lemongrass and ginger exactingly measured for spice and aroma to create a tea that can either be consumed hot or served as an iced tea. This premium Australian certified organic product is hand blended in small batches and retails in a 60g recyclable pack.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

35

Yuen's Market Trading Co

Pandaroo Premium Quality Sushi Ginger is a perfect accompaniment to sushi. It can be either eaten in between sushi pieces to cleanse the palate and enhance the flavours, or used as a garnish. This product retails in a 200g pack.

Botanical Food

Pandaroo Premium Quality Sushi Ginger Australia

Gourmet Garden Ginger Paste Australia

Gourmet Garden Ginger Paste has been repackaged in a newly designed 115g pack. The fresh product is made with 21 chopped fresh pieces of Australian grown ginger and is said to make everyday cooking easy. The halal certified product is made for Asian dishes, fish or to stir through vegetables.

International Supermarket Aisles.

36

Herbs and Spices Aisle in Tesco, UK

37

Crushed ginger is found in the aisle with other herbs and spices. Tesco offered a pre-packaged combination of ginger and garlic.

Convenience driven ‘Very Lazy’ packages grated ginger with oil.

Ground ginger situation with other dried and ground herbs and

spices.

Layout in-store in other geographies is similar to that in Australia, with ginger placed in the shelf stable culinary aid space – with some pack call outs notably making light of their convenience.

Fresh Ginger in Safeway Supermarket, Seattle, USA

38

Fresh ginger is located with fresh vegetables, with onions

and potatoes.

In-store health messaging for shoppers indicating ginger root’s health benefits. The retail outlet also suggests uses including tea

and baking.

Processed Ginger Safeway Supermarket, Seattle, USA

39

Variety of product categories

including ice-cream, biscuits

and tea.

Seasonal ginger products fill

supermarket aisles over the last few months of

the year.

Australian Launches.

40

Consistent with global trends, the key categories for products that contain ginger are sauces & seasonings and meals.

28%

15%

12%

6%

6%

4%

3%

3%

3%

2%

2%

Sauces & Seasonings

Meals & Meal Centers

Bakery

Hot Beverages

Snacks

Processed Fish, Meat & Egg Products

Carbonated Soft Drinks

Soup

Soap & Bath Products

Alcoholic Beverages

Juice Drinks

41

Products launched with ginger as an ingredient in the last 3 years N=268

14%

3% 2% 2% 2% 0% 0% 0% 0% 0%

-1% -1% -1% -2% -3%

-4%

-9%

-15%

-10%

-5%

0%

5%

10%

15%

20%

Sau

ces

& S

easo

ning

s

Pro

cess

ed F

ish,

Mea

t & E

gg

Pro

duct

s

Sou

p

Hot

Bev

erag

es

Ski

ncar

e

Juic

e D

rinks

Sav

oury

Spr

eads

Alc

ohol

ic B

ever

ages

Oth

er B

ever

ages

Col

our C

osm

etic

s

Cho

cola

te C

onfe

ctio

nery

Mea

ls &

Mea

l Cen

ters

Sw

eet S

prea

ds

Soa

p &

Bat

h P

rodu

cts

Car

bona

ted

Sof

t Drin

ks

Sna

cks

Bak

ery

Sauces & seasonings has seen large growth in product launches over the last 12 months. Whilst still popular, bakery items have decrease in frequency of launches

42

Products launched with ginger as an ingredient in the last 3 years N=268

Claims

As we found in the international trends no additives is a particularly common claim in Australia, followed by claims relating to environmentally friendly packaging. Cues to natural and the omission of preservatives are important both internationally and in Australia – they support the consumer preference that ‘fresh is best’.

42%

33%

29%

19%

19%

18%

13%

12%

12%

9%

No Additives/Preservatives

Ethical - Environmentally Friendly Package

Ease of Use

Microwaveable

Low/No/Reduced Allergen

Gluten-Free

Time/Speed

Vegetarian

Low/No/Reduced Fat

Halal

43

Products launched with ginger as an ingredient in the last 3 years N=268

15%

10% 10%

6% 6% 5% 5% 4% 4% 4% 3% 3% 3% 3% 2%

0% -2%

-3% -4% -4% -6%

-10%

-5%

0%

5%

10%

15%

20%

Soc

ial M

edia

No

Add

itive

s/P

rese

rvat

ives

Pre

miu

m

Eth

ical

- E

nviro

nmen

tally

Fr

iend

ly P

rodu

ct

Eas

e of

Use

All

Nat

ural

Pro

duct

Org

anic

Glu

ten-

Free

Eth

ical

- E

nviro

nmen

tally

Fr

iend

ly P

acka

ge

Vege

taria

n

Hal

al

Eth

ical

- A

nim

al

Low

/No/

Red

uced

Alle

rgen

Kos

her

Tim

e/S

peed

Low

/No/

Red

uced

Fat

Bot

anic

al/H

erba

l

No

Ani

mal

Ingr

edie

nts

Sea

sona

l

Vega

n

Mic

row

avea

ble

‘Social Media’ claims have seen the largest growth over the last 12 months. Whilst ‘Microwavable’ is being used less frequently.

44

No Additives/Preservatives is the main claim used over the last 3 years and has also seen substantial growth in the past 12 months.

Products launched with ginger as an ingredient in the last 3 years N=268

21%

18%

10%

10%

9%

7%

7%

7%

4%

3%

1%

1%

Flexible

Bottle

Flexible stand-up pouch

Jar

Carton

Tray

Tub

Flexible sachet

Tube

Sleeve

Can

Rigid box

45

Products launched with ginger as an ingredient in the last 3 years N=268

Packaging formats

A variety of packaging formats are possible with most launches using flexible packaging. As we found with the global products launches bottles and jars were also common.

7%

4% 3% 3% 2% 2% 2% 1%

0%

-3%

-9%

-12%

-15%

-10%

-5%

0%

5%

10%

Flex

ible

sta

nd-u

p po

uch

Sle

eve

Flex

ible

sac

het

Tray

Jar

Tub

Can

Tube

Rig

id b

ox

Car

ton

Bot

tle

Flex

ible

46 Over the last 12 months manufactures have opted for stand-up pouches over general flexible packaging.

Products launched with ginger as an ingredient in the last 3 years N=268

Innovative Processed Launches in Australia.

47

Innovative processed ginger launches summary…

48

7  Processed ginger products in Australia are available in a broad number of categories, including alcoholic beverages, baked goods and teas. There is an opportunity to diversify and expand fresh ginger growers and distributers into processed industries.

7  Processed products use a variety of ginger formats. Including the juice from ginger, ginger root, candied ginger/ginger crystals and ground ginger. We recommend that ginger growers investigate manufacturing and processing techniques that can be applied in their business.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

49

Table Of Plenty

Table of Plenty Gingerbread Yumöla Clusters are baked to perfection with European-inspired flavours to provide a delicious breakfast cereal or a dry snack to nibble on straight from the bag. This all-natural, kosher certified wholegrain product is free from wheat ingredients, fruit, sultanas, added salt and GMO ingredients.

Goodman Fielder

Table of Plenty Gingerbread Yumöla Clusters

Praíse Secret Sauces For Vegetables Soy, Honey & Ginger

Praíse Secret Sauces For Vegetables Creamy Soy, Honey & Ginger Sauce contains 60% less fat than butter. It is ideal for snow peas, bok choy, other Asian vegetables and crispy noodle salad and can be poured over vegetables and gently heated. The product is free from artificial colours, flavours and preservatives, and retails in a 185ml bottle.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

50

Beam Global

Vodka O Apple, Ginger & Spice Vodka Drink is naturally crafted and free from artificial flavours and colours. This product retails in a recyclable pack containing four 330ml bottles.

Peters Ice Cream

Vodka O Apple, Ginger & Spice Vodka Drink

Connoisseur Butterscotch & Gingerbread Gourmet Ice Cream

Connoisseur Butterscotch & Gingerbread Gourmet Ice Cream is new to the range. This product comprises gingerbread pieces crumbled into rich butterscotch flavoured ice cream with a swirl of Chai flavoured syrup, and retails in a 1L pack.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

51

The Original Juice Company

Original Juice Co. Black Label Gingerade Quencher is now available. This fruit juice drink retails in a recyclable 1.5L bottle.

Woolworths

Original Juice Co. Black Label Gingerade Quencher

Woolworths Free From Gluten Gingernut Biscuits

Woolworths Free From Gluten Gingernut Biscuits are golden gingernut biscuits with an irresistible ginger crunch. This vegan and vegetarian product is free from gluten, dairy, lactose, egg, artificial preservatives, colours and flavours. It retails in a 155g pack.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

52

Angove's

Stone's Premium Ginger Beer has been repackaged featuring a competition to win a Harley Davidson XL 1200c. The product retails in a pack, containing 6 x 330ml recyclable bottles.

SodaStream

Stone's Premium Ginger Beer

SodaStream Soda Mix Ginger Beer Flavoured Drink Concentrate

SodaStream Soda Mix Ginger Beer Flavoured Drink Concentrate is a flavoured drink concentrate with sugar and sweeteners. This kosher certified product is prepared by just fizzing water to enjoy it and retails in a 500ml pack sufficient to make 12L of sparkling drink.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

53

Kirin Brewery

Kirin Fuji Apple & Ginger Cider is a premium cider infused with a hint of refreshingly crisp Fuji apple and mouth-watering ginger. The product retails in a 500ml recyclable bottle.

Alexandra Fine Foods

Kirin Fuji Apple & Ginger Cider

Alexandra's Sticky Date & Ginger Rice Pudding Mix

Alexandra's Sticky Date & Ginger Rice Pudding Mix is a gluten free product handmade in New Zealand. It contains no artificial flavours or colours, and retails in a 230g pack that serves four.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

54

Aldi

Chef's Cupboard Honey, Ginger & Soy Marinade in a Bag is said to be a chef quality sauce in a neat and tidy zip-lock marinading bag. It features no mess and no fuss and holds up to four serves of meat. This product contains no added preservatives, is 99% fat free, has no added MSG, no added artificial colours or flavours and retails in a 250g pack.

Heinz

Chef's Cupboard Honey, Ginger & Soy Marinade in a Bag

Cottee's Ginger Marmalade

Cottee's Ginger Marmalade contains no added flavours or colours. The product is available in a 500g recyclable pack.

Company:

Description:

Company:

Source: Mintel (2014)

Description:

55

Pernod Ricard

Jameson Irish Whisky with Perfectly Brewed Ginger Beer is now available. The product retails in a recyclable pack containing 4 x 333ml recyclable bottles and featuring a link to the company's Facebook page.

Manassen Foods

Jameson Irish Whisky with Perfectly Brewed Ginger Beer

On The Go Fusion Snack Apple & Ginger Trail Mix

On The Go Fusion Snack Apple & Ginger Trail Mix is a delicious trail mix that includes premium selected apples and ginger sparkles. This gluten-free snack is kosher certified and retails in a 50g pack.

In a nutshell.

56

Key findings

7  In recent years we have witnesses growth in the number of products containing ginger, with Asia Pacific and Europe in the lead. There have also been a substantial number of launches in Australia, even though it only represents 3% of the global product innovation.

7  Meals and food related products dominate the innovation, with

interesting potential innovations emerging from the USA in healthcare products. This fits with the dominance of ‘no additives or preservatives’ claims associated with recent launches.

7  This helps us to understand the consumers’ definition of health.

57

Key findings

7  The flavour of recent ginger product launches is extremely diverse; in China ginger and beef is particularly prevalent, whereas in India a stand out flavour is ginger and Masala. With these two countries currently acting as great sources of migrants to Australia, the popularity of these flavours should be taken into account in future Australian product innovation.

7  Packaging trends emphasise the popularity of the more flexible packing styles

across categories. From our review of ginger launches we also find that packing which allows consumers to see the contents of the pack are particularly popular. This will also deliver to the health cues mentioned previously.

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Key findings

7  In terms of pricing we find that the local market price for foodstuffs dictates the sale price for ginger. However, it is important to note that few global launches include the ‘premium’ claim, indicating that consumers will not pay high prices for a ginger product – unless there is discernible added value.

7  Fresh ginger prices vary greatly between Australia and USA. Locally, prices trend upwards of $20 per kilo, whilst in Seattle, USA were advertised at $3.99 per kilo.

7  In-store placement is varied globally; and is dictated by the product with which ginger is combined. As this is varied we see ginger products spread throughout stores. The fresh style ginger products can be found with fruit and veg as in Australia, while jars and pouches are found in the condiment and sauce locations throughout stores.

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Marketing activity recommendations

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1. Health will be key: products offering specific health attributes will speak to the benefit of consuming ginger – moving away from the dominance of ginger in baked goods currently in Australia, which as a category is in decline.

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3. The importance of migration: The popularity of innovations with beef and ginger flavours in China and masala and ginger flavours in India should encourage Australian innovation in these areas – specifically targeting new migrant communities for success.

Product descriptions must speak to consumer needs: consumers seek reassurance that their chosen product is ‘good for me’, therefore the global prevalence of the claim no additives or preservatives in ginger innovation indicates the path that Australian innovation should follow.