IDEAGEN Moorepark presentation 25 2011

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  • 1. Jenny Melia, Consumer Foods, Enterprise Ireland Market Trends and Opportunities Ideagen Moorepark: October 25 th 2011
  • 2. 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
  • 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. Ireland the Food Island
    • Clean environment
    • Traceability – safe food
    • Strong Government support
  • 5. Key Global Trends Global population Food Security Middle classes Rising
  • 6. How Irish Shopping Habits Have Changed
    • Shopping more in discount retailers
    • Cutting back on discretionary spending
    • Buying less premium brands
  • 7.  
  • 8. Make me healthy!
    • Functional foods e.g. omegas
    • Probiotics and nutraceuticals
    • Superfruits, (Cranberries, Pomegranate, Goji, Acai)
    • Weight management
    • Allergan free
    • Gluten free
    • Low salt
  • 9. 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.
  • 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
  • 11. Make my life easier!
    • Restaurant quality eating at home
    • Meal
    • Kits
    Scratch cooking
  • 12. Innovation in Kid’s Food
    • Guilt free snacks
    • Boosting immune health
    • Healthier food for kids
    • Purchases influenced by kids
  • 13. Eating is childs play
  • 14. Innovating for the older generation
  • 15. Affordable Indulgence
  • 16. 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
    Taste Traditional Food Pairings Authenticity
  • 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
  • 18. Customise….Graze.com
    • Select days
    • Fits through normal sized letterboxes
    • Like /Love/ Try
    • Personalised nutrition
    • £2.99/box
  • 19. Sustainability
    • Environmental impact
    • Ethical farming
    • Authenticity
    • Sustainability e.g. seafood, coffee beans, cocoa
    • Minimise packaging
  • 20. Asking and listening to the customer
  • 21. 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
  • 22.  
  • 23. “ 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
  • 24. 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)
  • 25. Find new users for your product
    • Arla and facebook campaign
    • Spend £3m on advertising this year
    • Build a service around the product
  • 26. 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
  • 27. Thank You Jenny Melia Manager Consumer Foods, Horticulture & Seafood Enterprise Ireland, Tel:  +353 1 7272485 Mobile: +353 87 9136629 [email_address]