looking for white space - fdin.org.uk · this is a chart slide. ... • chilled bakery 26% ambient...
TRANSCRIPT
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© Kantar Worldpanel
LOOKING FOR WHITE SPACE Kantar Worldpanel Usage
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This is a chart slide. Please use the pre-styled charts.
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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
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© Kantar Worldpanel
Too much choice, too
little choice?
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© Kantar Worldpanel
CATEGORY ENHANCING INNOVATIONS SEEK INSPIRATION FROM
WITHOUT NOT WITHIN THE CATEGORY
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6
© Kantar Worldpanel
Rational or irrational from 5 to 7,000 lines?
THE RATIONALE FOR ADDITIONAL SKU’S
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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
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BEFORE YOU ARE ONE YOU WILL HAVE WORKED YOUR WAY
THROUGH EVERY TOOTHPASTE SKU (EVEN IF YOU DON’T HAVE
TEETH!)
8
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9
FIVE YEARS FOR HAIRCARE
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7 YEARS TO MUNCH YOUR WAY THROUGH EVERY BREAKFAST
CEREAL SKU
10
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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
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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
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© Kantar Worldpanel
MUCH ‘INNOVATION’ THINKS IN STRAIGHT LINES; IS CONFINED BY
WHAT ALREADY EXISTS
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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
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© Kantar Worldpanel
MUCH INNOVATION…….ISN’T
IT’S MORE OF THE SAME
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© Kantar Worldpanel
Too much choice, too
little choice?
Re framing value
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© Kantar Worldpanel
CHANGE CONSUMERS PERSPECTIVE
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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
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© 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
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© Kantar Worldpanel
20
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© Kantar Worldpanel
RE-FRAMING VALUE
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© Kantar Worldpanel
RE-FRAMING VALUE
22
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© Kantar Worldpanel
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© Kantar Worldpanel
Too much choice, too
little choice?
Inspiration from the
kitchen
Re framing value
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© Kantar Worldpanel
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© Kantar Worldpanel
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© Kantar Worldpanel
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© Kantar Worldpanel
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29
© Kantar Worldpanel
MARKETING TO THE INDIVIDUAL –
CATERING FOR ME
1 person 44%
2 people 35%
3 people 11%
4+ people 10%
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© Kantar Worldpanel
WorldpanelUsage 30
Price
matters
especially
when it
comes to
kids – kids
over index
for Value
PL by a
quarter
+24%
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© Kantar Worldpanel
WorldpanelUsage 31
56%
More than
half of kids
branded
foods are not
eaten by kids
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© Kantar Worldpanel
WorldpanelUsage 32
+20%
Men are 20%
more valuable
than women
(on average 20%
bigger portion sizes)
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© Kantar Worldpanel
A LONG TERM MOVE AWAY FROM HANDS ON TO HAND OFF –
FROM MADE TO CHOSEN
High Involvement
Low involvement
33
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© Kantar Worldpanel
WorldpanelUsage
HELP CREATE THE MEAL FOR CONSUMERS
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© Kantar Worldpanel
A LONG TERM MOVE AWAY FROM PROTEIN CENTRED TO DISH
CENTRED EATING
Meat and two vegetables
Dish based cuisine
35
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© Kantar Worldpanel
MOVE FROM SELLING INGREDIENTS TO SELLING DISHES – OR
MEAL SOLUTIONS
36
Dish maker
=
high value
Ingredient
=
lower value
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© 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
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© Kantar Worldpanel
A global brand MY way
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© Kantar Worldpanel
Too much choice, too
little choice?
Inspiration from the
kitchen
Inspiration from the
population
Re framing value
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© 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
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© Kantar Worldpanel
INSPIRATION FOR INNOVATION
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© Kantar Worldpanel
Too much choice, too
little choice?
Inspiration from the
kitchen
Meeting needs
Inspiration from the
population
Re framing value
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© Kantar Worldpanel
CONSUMER BASED NEEDS
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44
© Kantar Worldpanel
15 year trend
CONSUMERS INTEREST IN HEALTH SOARS….
Source: Kantar Worldpanel Usage, 12 m/e May 2010, Total Consumption
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© Kantar Worldpanel
OCCASION BASED NEEDS
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© 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
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© 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
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© Kantar Worldpanel
49
Categories are expandable
but ……………
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© Kantar Worldpanel
WorldpanelUsage
DRIVING INCREMENTALITY OF CONSUMPTION
50
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© 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
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© 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
![Page 53: LOOKING FOR WHITE SPACE - fdin.org.uk · This is a chart slide. ... • Chilled bakery 26% Ambient grocery 17% • Confectionery 23% Alcohol 13% • Cider 21% INNOVATION](https://reader033.vdocuments.site/reader033/viewer/2022042708/5ac062837f8b9ae45b8c1a19/html5/thumbnails/53.jpg)
© Kantar Worldpanel
![Page 54: LOOKING FOR WHITE SPACE - fdin.org.uk · This is a chart slide. ... • Chilled bakery 26% Ambient grocery 17% • Confectionery 23% Alcohol 13% • Cider 21% INNOVATION](https://reader033.vdocuments.site/reader033/viewer/2022042708/5ac062837f8b9ae45b8c1a19/html5/thumbnails/54.jpg)
© Kantar Worldpanel
WorldpanelUsage
![Page 55: LOOKING FOR WHITE SPACE - fdin.org.uk · This is a chart slide. ... • Chilled bakery 26% Ambient grocery 17% • Confectionery 23% Alcohol 13% • Cider 21% INNOVATION](https://reader033.vdocuments.site/reader033/viewer/2022042708/5ac062837f8b9ae45b8c1a19/html5/thumbnails/55.jpg)
© 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
![Page 56: LOOKING FOR WHITE SPACE - fdin.org.uk · This is a chart slide. ... • Chilled bakery 26% Ambient grocery 17% • Confectionery 23% Alcohol 13% • Cider 21% INNOVATION](https://reader033.vdocuments.site/reader033/viewer/2022042708/5ac062837f8b9ae45b8c1a19/html5/thumbnails/56.jpg)
© Kantar Worldpanel
WorldpanelUsage © Kantar Worldpanel
Giles Quick
Telephone: +44 (0) 1372 825764
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