Ethical, measurable and creative marketing that adds lasting  value to your business and generates tangible results for  y...
Topics <ul><li>UK consumer trends </li></ul><ul><li>Opportunities for Turkish suppliers </li></ul><ul><li>Brand Turkey </l...
1. UK Consumer Trends
Cash rich, time poor <ul><li>Eating between meals </li></ul><ul><li>Eat 4.5 times a day </li></ul><ul><li>Rarely plan ahea...
Growth of fast, casual dining <ul><li>Heralded by sandwich consumption e.g.  Subway, Pret-a-Manger, Starbucks  </li></ul><...
Out of home experience -  at home <ul><li>35% of food occasions are ‘eating out of home’  </li></ul><ul><li>Chilled ready ...
Key drivers :  Enjoyment and practicality <ul><li>Healthier, lighter options are increasingly important </li></ul><ul><li>...
Meal kits & healthy snacks  Bighams ‘Everyday Range’
New food product claims Source: Food and Drink Federation
Impact of a recession <ul><li>57% believe there will be a slowdown </li></ul><ul><ul><li>14% will cut back on restaurants ...
2. Opportunities for ethnic foods
Ethnic foods trends in the UK <ul><li>Consumers exposed to cuisines from around the world </li></ul><ul><li>Good growth in...
Waitrose Delicatezze Range <ul><li>30+ products, new fashion food, challenging tapas </li></ul><ul><li>“ Using the best in...
3. Brand Turkey
*Clarity survey 2008 <ul><li>75 adults </li></ul><ul><li>5% Turkish/British Turkish </li></ul><ul><li>50% holidayed in Tur...
Turkish brands respondents recognised
Turkish food & drink perceptions
What people think of Turkish food <ul><li>Very healthy </li></ul>TASTY Delicious food Freshness & Flavours Something for a...
Foods respondents liked Food Type Enjoy It  Its OK  Hate it Humus  73% 27% 0% Shish kebabs 57% 29% 14% Stuffed vine leaves...
How likely are you to buy... Food Type  Very Likely  Likely  Other  Turkish sweets  50% 0% 50% Turkish ready meals  29% 21...
Quality and price
Quality and price
Comments on the food <ul><li>Nothing available locally </li></ul><ul><li>Too heavy for lunch </li></ul><ul><li>Fresh, clea...
Comments on the marketing <ul><li>Not a cuisine I have seen promoted as a  quality  choice </li></ul><ul><li>As someone no...
Drivers to establishing new food types
4. Marketing successes
Being a friend of the  retailer <ul><li>Research to establish consumer preferences </li></ul><ul><li>Prove your case </li>...
Being a friend of the community <ul><li>Profiling </li></ul><ul><li>Community projects </li></ul><ul><li>Arts & events </l...
 
Being a friend of the consumer <ul><li>Satisfaction surveys </li></ul><ul><li>Environment </li></ul><ul><li>Choice </li></...
Summary
<ul><li>What we do: Market diagnosis Brand strategy Creative concept development Engaging communication Project management...
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Trends And Opportunities For Ethnic Food And Drink In The UK

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Research by Clarity In Marketing into opportunities for ethnic food and drink brands in the UK (June 2008)

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Trends And Opportunities For Ethnic Food And Drink In The UK

  1. 1. Ethical, measurable and creative marketing that adds lasting value to your business and generates tangible results for your campaigns; ie: *Clarity in Marketing Sector Marketing : What do UK consumers want? An insight into trends & opportunities for Turkish Food & Drink in the UK market. *TBCCI Second Food Initiative Seminar 24 June 2008
  2. 2. Topics <ul><li>UK consumer trends </li></ul><ul><li>Opportunities for Turkish suppliers </li></ul><ul><li>Brand Turkey </li></ul><ul><li>Marketing successes </li></ul>
  3. 3. 1. UK Consumer Trends
  4. 4. Cash rich, time poor <ul><li>Eating between meals </li></ul><ul><li>Eat 4.5 times a day </li></ul><ul><li>Rarely plan ahead </li></ul><ul><li>42% of all eating occasions are snacks </li></ul><ul><li>Trust brands over price in impulse purchases </li></ul>
  5. 5. Growth of fast, casual dining <ul><li>Heralded by sandwich consumption e.g. Subway, Pret-a-Manger, Starbucks </li></ul><ul><li>Satisfy the trinity of a quick, enjoyable and healthy “out of home” experience </li></ul><ul><li>Contributing to the demise of less healthy fast food alternatives </li></ul><ul><li>  </li></ul>
  6. 6. Out of home experience - at home <ul><li>35% of food occasions are ‘eating out of home’ </li></ul><ul><li>Chilled ready meals and takeaways showing strong growth </li></ul><ul><li>Heavy consumers of meals out of the home more likely to eat convenience in the home </li></ul><ul><li>‘ Out of home experience’ is a direct threat to the foodservice industry </li></ul>
  7. 7. Key drivers : Enjoyment and practicality <ul><li>Healthier, lighter options are increasingly important </li></ul><ul><li>Growth in fruit, yoghurts and mineral water </li></ul><ul><li>Enjoyment and practicality still key drivers for out of home </li></ul>
  8. 8. Meal kits & healthy snacks Bighams ‘Everyday Range’
  9. 9. New food product claims Source: Food and Drink Federation
  10. 10. Impact of a recession <ul><li>57% believe there will be a slowdown </li></ul><ul><ul><li>14% will cut back on restaurants </li></ul></ul><ul><ul><li>20% will cut back on fast foods </li></ul></ul><ul><ul><li>14% will spend more at value supermarkets </li></ul></ul><ul><ul><li>11% will spend more on takeaways/ ready meals </li></ul></ul>
  11. 11. 2. Opportunities for ethnic foods
  12. 12. Ethnic foods trends in the UK <ul><li>Consumers exposed to cuisines from around the world </li></ul><ul><li>Good growth in (4%) and out of home (6%) </li></ul><ul><li>Rapid increase varieties means the in home market is stabilising </li></ul><ul><li>Out of home continues to grow </li></ul>Nutritious meals in minutes.
  13. 13. Waitrose Delicatezze Range <ul><li>30+ products, new fashion food, challenging tapas </li></ul><ul><li>“ Using the best ingredients, these mix and match dishes are perfect for picnics, a long lazy lunch or an impromptu dinner with friends”. </li></ul><ul><li>Waitrose Buyer, David Stone: “ Delicatezze brings together these delicious cuisines but with all the hard work already done for you.” </li></ul><ul><li>Chef Silvena Rowe was inspired by the Eastern Mediterranean food of her Bulgarian and Turkish heritage. “It’s all about flavour and ingredients, and robust, honest, hearty food to share with friends and family”. </li></ul>
  14. 14. 3. Brand Turkey
  15. 15. *Clarity survey 2008 <ul><li>75 adults </li></ul><ul><li>5% Turkish/British Turkish </li></ul><ul><li>50% holidayed in Turkey </li></ul><ul><li>20% more than once </li></ul><ul><li>10% have/considering home in Turkey </li></ul>
  16. 16. Turkish brands respondents recognised
  17. 17. Turkish food & drink perceptions
  18. 18. What people think of Turkish food <ul><li>Very healthy </li></ul>TASTY Delicious food Freshness & Flavours Something for all occasions
  19. 19. Foods respondents liked Food Type Enjoy It Its OK Hate it Humus 73% 27% 0% Shish kebabs 57% 29% 14% Stuffed vine leaves 79% 21% 0% Couscous 50% 50% 0% Meatballs 79% 21% 0% Chickpeas 72% 28% 0% Rice 86% 14% 0% Olives 79% 21% 0% Cheese pastry 58% 21% 21% Pita bread 86% 14% 0% Flat bread 77% 23% 0% Meze/Tapas 79% 14% 7%
  20. 20. How likely are you to buy... Food Type Very Likely Likely Other Turkish sweets 50% 0% 50% Turkish ready meals 29% 21% 50% Turkish beer 36% 0% 64% Turkish wine 29% 14% 57% Turkish fresh fruit 65% 7% 28% Turkish fruit drinks 43% 14% 43%
  21. 21. Quality and price
  22. 22. Quality and price
  23. 23. Comments on the food <ul><li>Nothing available locally </li></ul><ul><li>Too heavy for lunch </li></ul><ul><li>Fresh, clean, an inexpensive way to eat healthily </li></ul><ul><li>Caters to various dietary requirements </li></ul><ul><li>If I knew the meat was Halal </li></ul><ul><li>The mezes are nice </li></ul><ul><li>More dessert & more wine from across the world </li></ul><ul><li>Looking at your list it does seems odd I have never been to a Turkish restaurant </li></ul>
  24. 24. Comments on the marketing <ul><li>Not a cuisine I have seen promoted as a quality choice </li></ul><ul><li>As someone not familiar, the exterior look must welcome me in </li></ul><ul><li>Need good reviews, word of mouth </li></ul><ul><li>Greater promotion – a serious option to Thai/Tapas etc. </li></ul><ul><li>Tastings, events </li></ul><ul><li>Slicker, modern environments </li></ul>
  25. 25. Drivers to establishing new food types
  26. 26. 4. Marketing successes
  27. 27. Being a friend of the retailer <ul><li>Research to establish consumer preferences </li></ul><ul><li>Prove your case </li></ul><ul><li>Advise on placement & promotion </li></ul>
  28. 28. Being a friend of the community <ul><li>Profiling </li></ul><ul><li>Community projects </li></ul><ul><li>Arts & events </li></ul><ul><li>Tastings </li></ul><ul><li>Emedia </li></ul><ul><li>PR </li></ul>
  29. 30. Being a friend of the consumer <ul><li>Satisfaction surveys </li></ul><ul><li>Environment </li></ul><ul><li>Choice </li></ul><ul><li>Impulse buys </li></ul><ul><li>Leaflets </li></ul><ul><li>Websites </li></ul><ul><li>Google maps, online directories </li></ul>
  30. 31. Summary
  31. 32. <ul><li>What we do: Market diagnosis Brand strategy Creative concept development Engaging communication Project management and evaluation Design implementation </li></ul><ul><li>Contact us: Adam House 7-10 Adam Street London WC2N 6AA (T) 020 7520 9251 (E) [email_address] </li></ul>Ethical, measurable and creative marketing that adds lasting value to your business and generates tangible results for your campaigns; ie: *Clarity in Marketing Download the full presentation plus a copy of our Turkish Food & Drink survey at: ClarityInMarketing.com

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