Challenges for the
• The changing consumer
• The changing retail environment
• The digital world
• Concerns on food safety
• Market polarisation
Nestlé at a glance
CHF 83.6 billion in sales in 2011
1 billion Nestlé products sold every day
A product for every moment of every day, from
morning to night and from birth to old age
The Changing consumer…….
1 in 10
50 : 50
Even today, half the UK
adult population are aged
47 or over.
Cambridge University (UK)
Put yourself into the shoes of the
Exploration ConcentrationPenetration Maturity
Value of Top5
in EUR Billion
Japan, 79.5Brazil, 21.9
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Data sources: MVI research
High and increasing Trade Concentration
Alternative business models
Control over total value chain &
direct consumer contact
Direct consumers contact (category
shop, shop in shop)
Brand channel exclusivity
Controlled delivery chain (street
vending, home delivery)
MAISON CAILLER / 2012 (Switzerland, and global roll out)
ISON CAILLER®, the prestigious inventor of milk chocolate in Switzerland, offers the most intimate exploration of chocolate for the perfect gift or your own personal treat.
nding, Product and packaging design have been developed internally.
BabyNes – Advanced Nutrition System (Switzerland)
LOGO / BRANDING
Scanning QR and barcodes
• Code takes you to website
• Technology very strong in
Japan, and is expanding to
many other markets
Chocapic France Launch
The very first augmented reality
consumer good product launched on the
Nestlé cereal boxes has an
“integrated 3D animation” function that
encourages consumers to log onto brand
www.chocapic.com website : Total Visits
average connectionsWe decided to focus the buzz campaign on one
of the two brands (CHOCAPIC) to compare the buzz effect on visits and sales.
Choose a product Start the app Film the barcodeBe located Get sorting advices
Choose a product Start the app
& be located
Like or SuggestFilm the barcode Tell more by adding
video, picture or text.
A complex supply chain
It is in the interest of all partners of the packaging
value chain to have a full knowledge of the
products they sell, including the raw materials they
Must be shared with suppliers
Overview on packaging safety and
on Materials in
Contact with Food
Polarisation of the market
Increase in people who can afford to buy Nestlé products regularly
• Meet nutritional needs in developing countries
- low price
- high nutritional value
- smaller, more affordable, pack sizes
• Different business model, different types of
advertising, micro distributors
Products for emerging markets – Popularly Positioned Products
- Down size = More packaging / kg
- Product requires same protection.
- Added fortifications might require better protection.
Equivalent price /kg
Premium and luxury products
• More than just products – the complete experience
• Nestlé Nespresso
• Premium chocolate: Centre of Chocolate Excellence
• Luxury ice creams
• Pet foods
1. Eco Design based on Life Cycle
2. Promote recycling & recovery & use of
3. Materials from sustainably managed
Sustainability by Design
Holistic approach to reducing environmental impact
Purina Project Density :
Reduction of 144’000 pallets
640 Tonnes less packaging material
• product development
• packaging development
• marketing & communication.
Excellent feedback from consumers
Contains over 92% renewable materials: PLA & paper
Certified Sustainable Forestry Initiative (SFI) paper.
Soy based printing inks.
We have the largest database of Asian food regulations in the world and it’s
FREE to use.
We publish a range of communication services, list a very large number of
food events and online educational webinars and continue to grow our Digital
We look forward to hearing from you soon!