IDEAGEN Moorepark presentation 25 2011

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IDEAGEN Moorepark presentation 25 2011

  1. 1. Jenny Melia, Consumer Foods, Enterprise Ireland Market Trends and Opportunities Ideagen Moorepark: October 25 th 2011
  2. 2. Helping you to find new opportunities <ul><li>Extending a category – find new users for your product </li></ul><ul><li>Forget about me toos </li></ul><ul><ul><li>How is your offering different? </li></ul></ul><ul><ul><li>Where is the value add for the customer and the end user? </li></ul></ul><ul><ul><li>Does your packaging have the ‘ blink ’ factor? </li></ul></ul><ul><li>Cannot sacrifice taste for health </li></ul><ul><li>Understand how to exploit social media to promote and LISTEN </li></ul>
  3. 3. The Business of Food Increase of 11 per cent over 2009 2010 export sales of EI client companies in Food sector were €7.7bn
  4. 4. Ireland the Food Island <ul><li>Clean environment </li></ul><ul><li>Traceability – safe food </li></ul><ul><li>Strong Government support </li></ul>
  5. 5. Key Global Trends Global population Food Security Middle classes Rising
  6. 6. How Irish Shopping Habits Have Changed <ul><li>Shopping more in discount retailers </li></ul><ul><li>Cutting back on discretionary spending </li></ul><ul><li>Buying less premium brands </li></ul>
  7. 8. Make me healthy! <ul><li>Functional foods e.g. omegas </li></ul><ul><li>Probiotics and nutraceuticals </li></ul><ul><li>Superfruits, (Cranberries, Pomegranate, Goji, Acai) </li></ul><ul><li>Weight management </li></ul><ul><li>Allergan free </li></ul><ul><li>Gluten free </li></ul><ul><li>Low salt </li></ul>
  8. 9. Free from……. <ul><li>Gluten, wheat, lactose, cow's milk, nuts, egg, soy and nasty additives </li></ul><ul><li>Exceed $26 billion by 2017 </li></ul><ul><li>Improve the taste and texture </li></ul><ul><li>Fastest growing segment is Gluten free </li></ul><ul><li>10% of the US population have difficulties digesting gluten. </li></ul>
  9. 10. Some examples… 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
  10. 11. Make my life easier! <ul><li>Restaurant quality eating at home </li></ul><ul><li>Meal </li></ul><ul><li>Kits </li></ul>Scratch cooking
  11. 12. Innovation in Kid’s Food <ul><li>Guilt free snacks </li></ul><ul><li>Boosting immune health </li></ul><ul><li>Healthier food for kids </li></ul><ul><li>Purchases influenced by kids </li></ul>
  12. 13. Eating is childs play
  13. 14. Innovating for the older generation
  14. 15. Affordable Indulgence
  15. 16. Ethnic cuisine <ul><li>MAINSTREAM </li></ul><ul><li>Chinese </li></ul><ul><li>Indian </li></ul><ul><li>Mexican </li></ul><ul><li>Ethnic value in Britain to increase to over £1.5 billion by 2013 </li></ul><ul><li>ON THE INCREASE </li></ul><ul><li>Caribbean </li></ul><ul><li>Japanese </li></ul><ul><li>Thai </li></ul><ul><li>Scandanavian </li></ul>Taste Traditional Food Pairings Authenticity
  16. 17. Customise.…eCreamery Sorbetto/ Gelato/ Ice cream base Select flavourings, add ‘extras’ Customise packaging, Name your flavour Order online – 3 days www.ecreamery.com...... for a life less vanilla
  17. 18. Customise….Graze.com <ul><li>Select days </li></ul><ul><li>Fits through normal sized letterboxes </li></ul><ul><li>Like /Love/ Try </li></ul><ul><li>Personalised nutrition </li></ul><ul><li>£2.99/box </li></ul>
  18. 19. Sustainability <ul><li>Environmental impact </li></ul><ul><li>Ethical farming </li></ul><ul><li>Authenticity </li></ul><ul><li>Sustainability e.g. seafood, coffee beans, cocoa </li></ul><ul><li>Minimise packaging </li></ul>
  19. 20. Asking and listening to the customer
  20. 21. Identifying a gap <ul><li>Recently Kellogg decided to introduce Crunchy Nut in the US </li></ul><ul><li>In 30 years - 6.3% share of the cereal market in the UK and a 4% share in Ireland </li></ul><ul><li>Because it tastes good </li></ul>
  21. 23. “ Rethinking milk” <ul><li>Flavours </li></ul><ul><ul><li>Ripe Strawberry & Raspberry </li></ul></ul><ul><ul><li>Lush Banana & Honey </li></ul></ul><ul><ul><li>Smooth Coffee with a hint of Vanilla </li></ul></ul><ul><ul><li>Milk Chocolate with a hint of Golden Caramel </li></ul></ul><ul><li>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 </li></ul>
  22. 24. Think Differently… <ul><li>Range of chilled semi-skimmed flavoured milk beverages enriched with calcium, vitamin D and fibre </li></ul><ul><li>Cross between a snack and a dairy drink </li></ul><ul><li>Tescos and independent stores </li></ul><ul><li>£1.29 for 330ml (£3.90/L) </li></ul>
  23. 25. Find new users for your product <ul><li>Arla and facebook campaign </li></ul><ul><li>Spend £3m on advertising this year </li></ul><ul><li>Build a service around the product </li></ul>
  24. 26. Adding value for the Customer <ul><li>Marks & Spencer reported a rise in sales in the first quarter of the year, driven by its food business </li></ul><ul><li>“ Only at M&S” </li></ul><ul><li>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 </li></ul><ul><li>Offering M&S customers more choice, innovation and great value for money </li></ul>
  25. 27. Thank You Jenny Melia Manager Consumer Foods, Horticulture & Seafood Enterprise Ireland, Tel:  +353 1 7272485 Mobile: +353 87 9136629 [email_address]

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