Jenny Melia presented on opportunities in the global food market. Key trends include rising middle classes, food security concerns, and demand for functional and "free from" foods. Successful innovations meet consumer demands for health, convenience, and customization. Companies should understand customer needs, identify gaps, and add value through new products, packaging, and marketing strategies like social media. Extending brands to new users and markets provides opportunities for growth.

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

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

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]