Are we loosing the young generation?

Amund Bråthen

Senior Advisor

Estoril February 7th 2019

A MAJOR PART OF WPP, THE WORLD’S LARGEST MARKETING COMMUNICATIONS GROUP

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OUR 12,000 EMPLOYEES IN APROXIMATELY 100 COUNTRIES

5

Countries with a Kantar TNS presence

Are we loosing the young generation?

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Bacalhau facts in Portugal

5

57%

35%

7%

Weekdays

Weekends

Parties/festive occasions

People are usually eating Bacalhau at

5 of 10 are eating bacalhau

out of home at least once a

year

9 of 10 are eating bacalhau

at home at least once a year

6

I buy bacalhau impulsively to everyday meals

while the bacalhau to holiday meals like Christmas

is more planned. I guess that bacalhau is an

everyday meal, but still a special treat somehow.

- 40 YO male consumer, Porto

25

30

35

40

45

2014 2015 2016 2017 2018

Ye

arl

y a

ve

rag

e n

um

be

r o

f B

aca

lha

um

ea

ls

18-40 YO Total market

The younger generation is within a negative trend.

7

0

10

20

30

40

50

60

70

80

90

100

Up to 34 35-49 50-64 65+

2012 2013 2014 2015 2016 2017 2018

Fewer households under 49 buyes

Bacalhau for their homeconsumption- Kantar Worldpanel

Fewer number of meals among the

younger Bacalhau consumers- SCI (NSC/Kantar TNS)

Young persons do not eat Bacalhau as

often as older persons- NSC/Kantar TNS (2018)

53%

36%

10%

1%

63%

29%

8%

1%

High (Weekly) Medium(Monthly)

Low (more rare) Don't eatbacalhau

Frequency of consumption

18-40 YO 41-65 YO

“I don’t like fish because of

the flavor, but I like

Bacalhau”

- 39 YO male, low usage of Bacalhau,

Lisboa

Drivers

9

Value for money

Drivers

Taste

Health

Easy to prepare

Tradition

Family and friends

Versatile

Many and strong drivers for Bacalhau

“Bacalhau unites people”

- Male 40, Porto

50%

46%

49%

40%

31%

28%

25%

23%

19%

19%

13%

Tastes good

The family likes it

Important tradition

Health benefits

Easy to prepare

Value for money

Inspiring to prepare

Safe to eat

Quick to prepare

A lean alternative

Produced/caught in an environmentallyfriendly way

18-40 Year Olds

41-65 Year Olds

Reasons to buy Bacalhau

10

Young

• Taste

• Tradition

• Family likes it

• Health

• Easy to prepare

50%

46%

49%

40%

31%

28%

25%

23%

19%

19%

13%

62%

55%

39%

44%

46%

31%

28%

28%

31%

21%

17%

Tastes good

The family likes it

Important tradition

Health benefits

Easy to prepare

Value for money

Inspiring to prepare

Safe to eat

Quick to prepare

A lean alternative

Produced/caught in an environmentallyfriendly way

18-40 Year Olds

41-65 Year Olds

Reasons to buy Bacalhau

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Young

• Taste

• Tradition

• Family likes it

• Health

• Easy to prepare

Old

• Taste

• Family likes it

• Easy prepare

• Health

• Value for money

• Tradition

• Quick to prepare

More young than old consumers says they eat less bacalhau today than they

did a year ago

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Percentage of people who says they

are eating less than they did a year ago

28%

23%

18-40 YO

41-65 YO

Value for money

* Choosing the product

* Preparation

* Dishes

Uncertainty when it comes to

Time

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“All Bacalhau looks the same - I don’t know what to choose”- Male 35 YO, High consumer of Bacalhau, Lisboa

-9 %

-3 %

-2 %

-3 %

4 %

2 %

8 %

2 %

3 %

11 %

6 %

6 %

2 %

Reasonably priced

High quality product

Trustworthy country

Sustainable stock

Presoaked

Possible to buy in smaller pieces

Boneless

Sold nearby where I live or work

Better visual appearance

I need new recepies

I need knowledge of how to soak thebacalhau

Skinless

More appealing wrapping/packaging

66 %

41 %

28 %

21 %

22 %

20 %

20 %

13 %

13 %

16 %

11 %

11 %

5 %

74 %

44 %

30 %

24 %

18 %

18 %

12 %

11 %

10 %

5 %

5 %

5 %

3 %

Reasonably priced

High quality product

Trustworthy country

Sustainable stock

Presoaked

Possible to buy in smallerpieces

Boneless

Sold nearby where I live orwork

Better visual appearance

I need new recepies

I need knowledge of how tosoak the bacalhau

Skinless

More appealingwrapping/packaging

18-40 Year olds

41-65 Year olds

While the older are emphasizing price

more than the younger, younger needs

help to solve challenges with the

product.

The young generation needs help to reduce uncertainty with choosing and

preparing the product.

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Needs that needs to be met to buy more bacalhau

Mainly

emphasized by

old

Mainly

emphasized by

younger

Drivers Barriers

15

Value for money

Taste

Health

Easy to prepare

Tradition

Family and friends

Versatile

Value for money

Time

* Choosing the product

* Preparation

* Dishes

Uncertainty when it comes to

Barriers Coping strategies

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Value for money

Time

Trading down

* Promotion

* Cheaper products

Pieces, chunks and shredded

Mom or Grandma

Frozen products and brands

Cut it in the store

Exit strategy

* Choosing the product

* Preparation

* Dishes

Uncertainty when it comes to

Are we loosing the young generation?

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