IDEAGEN Moorepark presentation 25 2011
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Transcript of IDEAGEN Moorepark presentation 25 2011
Jenny Melia, Consumer Foods, Enterprise Ireland
Market Trends and Opportunities
Ideagen Moorepark: October 25th 2011
Helping you to find new opportunities
• Extending a category – find new users for your product
• Forget about me toos– How is your offering different?– Where is the value add for the customer and the end
user?– Does your packaging have the ‘blink’ factor?
• Cannot sacrifice taste for health
• Understand how to exploit social media to promote and LISTEN
The Business of Food
Increase of 11 per cent over 2009
2010 export sales of EI client companies in Food sector were €7.7bn
Ireland the Food Island
• Clean environment• Traceability – safe food• Strong Government support
Key Global Trends
Global population
Food Security
Middle classes Rising
How Irish Shopping Habits Have Changed
• Shopping more in discount retailers
• Cutting back on discretionary spending
• Buying less premium brands
Make me healthy!• Functional foods e.g.
omegas• Probiotics and
nutraceuticals• Superfruits, (Cranberries,
Pomegranate, Goji, Acai)• Weight management• Allergan free• Gluten free• Low salt
Free from…….
• Gluten, wheat, lactose, cow's milk, nuts, egg, soy and nasty additives
• Exceed $26 billion by 2017• Improve the taste and texture• Fastest growing segment is Gluten
free• 10% of the US population have
difficulties digesting gluten.
Joël Robuchon & Fleury Michon chicken and
mushroom pie with no colourings, preservatives and hydrogenated oils,
France
Nom Dairy Creamy Senga Strawberry Yogurt, made using 100% British milk,
and with no artificial colours, sweeteners or
preservatives
Just Food Organic Handmade Soup,
handmade in Ireland with all natural
ingredients, providing 3 portions of your 5-a-day,
Ireland
Some examples…
Make my life easier!
Restaurant quality eating
at home Scratch cooking
Meal Kits
Innovation in Kid’s Food
• Guilt free snacks
• Boosting immune health
• Healthier food for kids
• Purchases influenced by kids
Eating is childs play
Innovating for the older generation
Affordable Indulgence
Ethnic cuisine
MAINSTREAM
• Chinese• Indian• Mexican
• Ethnic value in Britain to increase to over £1.5 billion by 2013
ON THE INCREASE
• Caribbean• Japanese• Thai• Scandanavian
TasteTraditional Food PairingsAuthenticity
Customise.…eCreamery
Sorbetto/ Gelato/ Ice cream baseSelect flavourings, add ‘extras’
Customise packaging, Name your flavourOrder online – 3 days
www.ecreamery.com......for a life less vanilla
Customise….Graze.com
• Select days
• Fits through normal sized letterboxes
• Like /Love/ Try
• Personalised nutrition
• £2.99/box
Sustainability
• Environmental impact
• Ethical farming• Authenticity• Sustainability e.g.
seafood, coffee beans, cocoa
• Minimise packaging
Asking and listening to the customer
Identifying a gap
• Recently Kellogg decided to introduce Crunchy Nut in the US
• In 30 years - 6.3% share of the cereal market in the UK and a 4% share in Ireland
• Because it tastes good
“Rethinking milk”
• Flavours– Ripe Strawberry & Raspberry– Lush Banana & Honey– Smooth Coffee with a hint of Vanilla– Milk Chocolate with a hint of Golden Caramel
• Quite simply, Modern Milk is the new deliciously sophisticated milk for today’s busy people and it comes in a range of grown up, subtle flavours
Think Differently…
• Range of chilled semi-skimmed flavoured milk beverages enriched with calcium, vitamin D and fibre
• Cross between a snack and a dairy drink
• Tescos and independent stores
• £1.29 for 330ml (£3.90/L)
Find new users for your product
• Arla and facebook campaign
• Spend £3m on advertising this year
• Build a service around the product
Adding value for the Customer
Marks & Spencer reported a rise in sales in the first quarter of the year, driven by its food business
“Only at M&S”
The retailer attributes the growth in food sales to the launch of 500 new food products during the quarter and its Dine in for £10 promotion
Offering M&S customers more choice, innovation and great value for money
Thank You
Jenny MeliaManager Consumer Foods, Horticulture & SeafoodEnterprise Ireland,Tel: +353 1 7272485Mobile: +353 87 [email protected]