Espen Hanson - Norsk laks i Spania - Norges sjømatråd

1,155 views

Published on

Norges sjømatråd sin Fiskeriutsending i Spania, Espen Hanson om status for norsk laks i Spania på Miniseminar laks i13. April i Oslo.

Published in: Business, Travel
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,155
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Espen Hanson - Norsk laks i Spania - Norges sjømatråd

  1. 1. NORGES SJØMATRÅD - MADRID Norsk laks i Spania Oslo 13.04.2012 Espen Hanson espen.hanson@seafood.no
  2. 2. MARKET TRENDS - SPAIN
  3. 3. UNEMPLOYEMENT AND INFLATION ARE MAKING ECONOMY UPTURN TOUGHER THAN EXPECTEDUnemployement Rate GDP growth25 22,923 10 20,3 621 18,8 0,2 0,6 0,8 0,7 0,8 0,3 2 0,019 -217 -1,1 -1,4 -2,6 -6 -3,8 -4,5 -4,015 -10 T4/08 T1/09 T2/09 T3/09 T4/09 T1 0 T2/1 T3/1 T4/1 /1 0 0 0 T1 1 T2/1 T3/1 T4/1 /1 1 1 1 T4_09 T4_10 T4_11 Source: INE Source: INEInflation Consumer Confidence Index* 2010 2011 78,7 71,0 5 3,63,63,83,5 50,1 4 3,0 3,3 3,23,13,0 3,13,02,9 70,7 3 2,32,3 2,4 1,8 1,91,82,1 2 1,41,5 1,5 0,8 1 0 Ag uli o os o P12/08 P12/09 P12/10 M ro br o M ro P12/11 J o o pt pt Ju o Ju o E ic ic Ab o Ab o M ri l ov M ri l ov to N t to ct c Fe ne r Ag uli ni ni ay ay z z D D e e Se Se O O os N ar ar br J Fe *Source: ICO Last published on P6/11 Source: INE From P11/11 Source: Centro de Investigaciones Sociológicas
  4. 4. NEVERTHLESS, FMCG GREW AND IS SHOWING TO BE MORE RESILIENT THAN OTHER SETORS % Value Growth 2011 vs YAG +1,7% +8,0% +25,0% FMCG* Tourism Luxury Goods -18,0% -15,0% -9,0% Auto Home Appliances Pharma Expenditure* -8,0% -7,0% 0,0% Advertising Gaming Textile**Source: Kantar Worldpanel / Rest: Other sources
  5. 5. SPANISH CONSUMERS ARE STILL CONTROLING THEIR SHOPPING TRIPS 162 161 19 19 28 28Trips Items x Average Basket Ticket 2010 2011 2010 2011 2010 2011Source: Kantar Worldpanel
  6. 6. THE SPANISH CONSUMER FINALLY STOPPED REDUCING THEIREXPENDITURE IN FISH & SEAFOOD FISH & SEAFOOD | SPAIN Volume / HH (kg) Expenditure / HH (€) 540 531 76 76 487 477 69 67 MAT P13 MAT P03 MAT P06 MAT P10 MAT P13 MAT P03 MAT P06 MAT P10 MAT P13 MAT P03 MAT P06 MAT P10 MAT P13 08 09 09 09 09 10 10 10 10 11 11 11 11
  7. 7. FISH & SEAFOOD, MARKET IN RECOVERY AFTER BAD PERFORMANCE IN VOLUME LAST YEAR 2009 2010 2011 98,5 98,6 99,0 Penetration % +0,1% +0,4% 530,5 477,3 486,9AW Expenditure -10,0% + 2,0% 76,6 68,8 67,4 AW Purchase -10,1% -2,1% € AW Price / Kg 6,9 +0,0% 6,9 +4,2% 7,2
  8. 8. FAMILIES RETURN TO THE PURCHASE OF TOTAL FISH AND SEAFOOD, KEY FACT OF MARKET RECOVERY. 8,7%% Ev. Value x Criteria 7,8% 5,2% 3,4% 0,7% -1,0% -1,8% -4,9% -8,7% -11,9% TAM4/2010 2010 vs. 2009 -64,0% TAM4/2011 Contribution to growth of T.Fish & Seafood of Families with children. 2011 vs. 2010 +10,7%
  9. 9. EVEN IF IT’S POSITIONED IN A HIGHER PRICE TIER, SALMON PRESENTED A STRONG ATTRACTION OF BUYERS CONTRIBUTION TO GROWTH IN PRICE vs. PENETRATION GROWTH (bubble size = % penetration) VALUE OF T.FISH & SEAFOOD 11,0 SALMON 36,1% 10,0 SALMON (salm ón) SOLE (lenguado) 9,0average price (€/kg) COD (bacalao) HAKE 27,9% 8,0 BASS (lubina) (merluza) T.FISH & SEAFOOD 7,0 BASS 10,0% HAKE (m erluza) (lubina) 6,0 5,0 COD 7,9% -6,0% -4,0% -2,0% 0,0% 2,0% 4,0% 6,0% 8,0% 10,0% % penetration (YoY grow th) SOLE 2,0% (lenguado)
  10. 10. HAKE IS STILL # 1 IN ALL TYPES OF HOUSEHOLDS BUT SALMONIS REDUCING DISTANCES HAKE vs. SALMON (% penetration) HAKE SALMON 92 91 91 90 90 88 87 -0.5pt -1.2pt 78 -4.8pt 78 -2pt -2.3pt +1.4pt -4.5pt -2.4pt 69 76 76 +4.9pt -1.9pt 73 72 70 71 69 68 68 63 Young Adult Couple Couple Couple Young Couple Monopa Couple Ind. T.SPAIN w/ Kids w/ Kids w/ Kids Retired Ind. w/o rental w/o Adults <6 6-18 18-30 Kids Kids
  11. 11. SALMON IS THE MOST DYNAMIC FISH SPECIES2.5 MILLION NEW BUYERS IN THE LAST 3 YEARS TOTAL SALMON | SPAIN (% penetration) SALMON COD 70 67 64 65 62 60 59 58 08 09 09 09 09 10 10 10 10 11 11 11 11 20 20 20 20 20 20 20 20 20 20 20 20 20 4/ 1/ 2/ 3/ 4/ 1/ 2/ 3/ 4/ 1/ 2/ 3/ 4/ M M M M M M M M M M M M M TA TA TA TA TA TA TA TA TA TA TA TA TA Source: Kantar Worldpanel Spain
  12. 12. SALMON SHOWS A STRONG PERFORMANCE, ADDING NEW MORE INTENSIVE BUYERST.ESPAÑA - TOTAL SALMON - T.ESPAÑA - TAM4/2011 Contribution to change in spend Valor 000s € % Penetración Frecuencia Compra (días) Volumen x Acto Kgs Precio Medio Kgs 476.244 20,2% Universo -3% 23% 40% 38% 2% Volumen 000s Kgs Precio Medio € 47.329 21,0% 10,06 -0,7%KeyGrey font denotes insufficient Compra Media Kg Compradores 000ssample> 0% change 4,1 15,4% 11.520 4,8%< 0% change Frecuencia Compra Contents of measure boxes Volumen x Acto Kg % Penetracion Universo 000s (Días) Actual % change 4,5 7,6% 0,9 7,3% 70,3 4,4% 16.394 0,4%
  13. 13. HOWEVER, FRESH SALMON IS THE SEGMENT REALLY MOTIVATING TOTAL SALMON GROWTH CONTRIBUTION TO GROWTH IN VOLUME 24,3 24,1Fresh 86,8Frozen 6,3 CONTRIBUTION TO GROWTH IN VALUESmoked/Salted 6,9 Fresh 76,7 Frozen 5,4 Smoked/ Salted 17,9 % Evolución Volumen Kgs % Evolución Valor TOTAL SALMON TAM4/11 Vs TAM4/10
  14. 14. SALMON ADDING NEW BUYERS IN ALMOST ALL KINDS OF HOUSEHOLDS PENETRATION % 67,3 +4,4% 70,3 TAM4/2010 TAM4/2011 % PENETRATION SALMON TAM4/2010 TAM4/2011 76,0 75,6 72,6 72,8 71,3 72,3 71,5 70,6 68,8 68,5 67,5 68,4 67,6 66,5 64,3 64,5 63,5 63,4 JOVENES P A REJ.JOVENES SIN P A REJ.CON HIJOS P A REJ.CON HIJOS P A REJ.CON HIJOS HOGA RES P A REJA S A DULTA S A DULTOS RETIRA DOSINDEP ENDIENTES HIJOS P EQUEÑOS EDA D M EDIA M A YORES M ONOP A RENTA LES SIN HIJOS INDEP ENDIENTES 2010 FAMILIAR TARGET ELDER TARGETS
  15. 15. FISH CONSUMPTION IS CHOOSEN BY AVAILABILITY, PLEASURE AND HEALTHY. DIFFERENTIAL DRIVER FOR SALMON: FLAVOUR % Occasions – MAT 2011 13,7 19,0 21,8 2,7 4,7 3,9 4,9 Salmon is 4,2 12,7 5,0 considered as the 15,4 12,1 perfect combination 10,4 3,2 3,3 of a Healthy 16,2 Flavoured treat 18,2 20,1 against other Fish 6,2 10,2 9,0 species in Spain. 12,6 15,3 14,6T.ALIMENTOS+BEBIDAS PESCADO SALMON F+C FRESCO+CONG PRODS. DISPONIBLE ME APETECIA UN CAMBIO ME GUSTA SABOR POR COSTUMBRE POR PLACER / ME APETECIA RAPIDO / COMODO DE PREP. REGIMEN / DIETA SALUDABLE / SANO
  16. 16. DEVELOPMENT OFNORWEGIAN SALMON IN SPAIN
  17. 17. NORWEGIAN SALMON EXPORT TO SPAIN50000 160000045000 140000040000 120000035000 10000003000025000 800000 Mengde i tonn Verdi 1000 NOK20000 60000015000 40000010000 200000 5000 0 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
  18. 18. STRONG INCREASE OF SALMON BOUGHT FOR HOMECONSUMPTIONIN SPAIN – DECREASE IN THE OTHER COUNTRIES Volume (Product weight) 70000 -6,2% Total volume of Salmon products (ton productweight) 60000 +21% 50000 -2,3% -3,3% 40000 2010 30000 2011 20000 10000 0 Spain France UK Germany
  19. 19. STRONG INCREASED VALUE IN SPAIN AND SOME IN UK.MINOR DECREASE IN FRANCE AND GERMANY. Value – local currency 1200000 -1,7% Value (local currency – Eur for all except UK where it is 1000000 800000 + 2,7% GBP) 600000 +20,1% -0,1% 2010 2011 400000 200000 0 Spain France UK Germany
  20. 20. HOME CONSUMPTION OF FRESH SALMON IN SPAIN VOLUME DEVELOPMENT 4,500 4,000 3,500Tonnes (productweight) 3,000 2008 2009 2,500 2010 2011 2,000 1,500 1,000 1 2 3 4 5 6 7 8 9 10 11 12 13 Period of 4 weeksSource:Europanel/Norwegian Seafood council
  21. 21. HOME CONSUMPTION OF FRESH SALMON IN SPAIN PRICE DEVELOPMENT 10.00 9.50 9.00EUR/kg 2008 8.50 2009 2010 8.00 2011 7.50 7.00 1 2 3 4 5 6 7 8 9 10 11 12 13 Period of 4 weeksSource:Europanel/Norwegian Seafood council
  22. 22. WHAT HAS HAPPEND?• Salmon is outperforming seafood and FMCG.• Salmon is increasing in all chain formats but especially in Supermarkets.• Salmon has been one of the most attractive seafood species to attract new households in 2011.• 70,4% of the Spanish households are buying salmon today. – Aproximately 530 000 new Households from 2010 to 2011 and 1 300 000 new households from 2009 to 2010.• The increased salmon sales are especially a consequence of increased numbers of new households and an increased purchase frequency. – Increased comsumption among family households in 1. half of 2011 and seniors for 2. half of 2011. – Increased consumption also among the once in the lower economic classes.
  23. 23. MARKET ACTIVITIESNORWEGIAN SALMON IN SPAIN
  24. 24. TV-CAMPAIGN NORWEGIAN SALMON IN SPAIN Campaign facts • Target group: Woman with children age 2-14 years • Communication tasks • Salmon is healthy • Salmon can be prepared in many varieties • Children like salmon
  25. 25. ATTITUDINAL KPI’S - BEFORE AND AFTER CAMPAIGNTHOSE WHO HAVE SEEN THE COMMERCIAL IN THE AD-EVAL TEST 3.65 Children like 3.15 The TV-ads have a 4.25 Well suited for children 3.67 positive effect on key elements such as childAbove average cooking 3.01 friendly, convenient, and skills 2.66 subjective preparation After (N=1002) skills.My friends consider me 3.19 Before (N=1046) and expert 2.88 4.19 Little time to prepare 4.04 4.38 Easy to prepare 4.07Scale: 1- 5All numbers are significantly different on 95% level
  26. 26. TAKK FOR OPPMERKSOMHETEN!

×