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This document discusses growing the success of Irish food and horticulture. It summarizes data showing increasing consumer preference for local food in Ireland from 2005 to 2013. The document also discusses understanding drivers of supply issues, the perspective of retailers, and attitudes of financially struggling consumers. It notes opportunities to grow Ireland's organic sector to €1 billion and the overall food industry to €6 billion.
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- 1. Growing the success of Irish food & horticulture AIDAN COTTER CHIEF EXECUTIVE BORD BIA 28 JANUARY 2009 Growing the success of Irish food & horticulture NOTS Conference 2013 Eileen Bentley 5 November Opportunities For The Organic Sector
- 2. Growing the success of Irish food & horticulture
- 3. Growing the success of Irish food & horticulture 85%
- 4. Growing the success of Irish food & horticulture
- 5. Growing the success of Irish food & horticulture Daily/ few times a week/once a week Few times/ once a month Less often/ never Frequency of ‘local food’ purchases 2005 2007 2009 2011 2013 2005 2007 2009 2011 2013 ROI PERIscope 2013
- 6. Growing the success of Irish food & horticulture
- 7. Growing the success of Irish food & horticulture Dairy Fresh Meat & fish Produce ProcessedMeat Cereals & snacks Home baking Chilled convenience Hot beverages eggs frozen Jams and honey
- 8. Growing the success of Irish food & horticulture
- 9. Growing the success of Irish food & horticulture
- 10. Growing the success of Irish food & horticulture
- 11. Growing the success of Irish food & horticulture Cereals soups Tea
- 12. Growing the success of Irish food & horticulture
- 13. Growing the success of Irish food & horticulture Understanding the drivers behind supply issues Supply • Can we grow/rear it? • All year round? • Competitively? • And get it to market?
- 14. Growing the success of Irish food & horticulture Understanding retail Retailer • How are they performing generally and category specific? • What are there pressure points e.g. squeezed from discounters, increased levels price promotions? • What do you know about their consumers and what can you tell them? • What’s your solution to their problem?
- 15. Growing the success of Irish food & horticulture Understanding consumers Consumer • How are they feeling generally? • What are their attitudes to organic? • What role does it play in their lives?
- 16. Growing the success of Irish food & horticulture Feeling the Pinch: The Consumer Outlook – March 2013 Tomorrow’s Shopper A report on the evolution of shoppers in Ireland and the UK
- 17. Growing the success of Irish food & horticulture • Struggling to make ends meet • Have important financial responsibilities including mortgages and dependent children • Debt is a major issue
- 18. Growing the success of Irish food & horticulture
- 19. Growing the success of Irish food & horticulture 2013 2011 2009 2007 2005 % agree that food produced locally results in higher quality products ROI
- 20. Growing the success of Irish food & horticulture
- 21. Growing the success of Irish food & horticulture
- 22. Growing the success of Irish food & horticulture
- 23. Growing the success of Irish food & horticulture www.bordbiavantage.ie
- 24. Growing the success of Irish food & horticulture €1 bn €1 bn€6 bn €4 bn
- 25. Growing the success of Irish food & horticulture
- 26. Growing the success of Irish food & horticulture AIDAN COTTER CHIEF EXECUTIVE BORD BIA 28 JANUARY 2009 Growing the success of Irish food & horticulture Organic market perspectives and opportunities Panel Q&A
Editor's Notes
- Finally a word on soups, cereals and hot teas. All of the irish retailers carried fresh organic soup lines, whereas only 3/5 of the UK stores did. Organic packet breakfast cereals are growing on both the UK and Irish markets, however in Ireland, the main focus appears to be on organic porridge oats whereas the UK has a range of products across the cereal spectrum. And tea, our favourite drink, is one of the fastest growing organic categories in the UK currently. It grew 19% in 2013 and we found 47 products across the three mainstream supermarkets only, compared to 11 in total in Ireland – if we include the specialist and online shops, 47 jumps to over 150!! So that is some of the key findings of the audits. If anyone wants the detail behind the headlines, I would be happy to share that with you.
- So, back to my earlier question, why isn’t there more organic product on our supermarket shelves? I think we can drill this down to three challenges: SUPPLY, THE RETAILER, AND THE CONSUMER. Only when we can tick the boxes to all three challenges can we expect to see more product on shelf.
- When looking at the potential of any product or category, these are the questions we need to ask around supply. To answer them, many of you will need help and there are supports to help you. Teagasc and the Dept of Agriculture are the supply specialists and starting with today’s conference and the workshop sessions this afternoon, those questions will start to be considered.
- On the retailer side, we’ve had great insights already from our panel this morning on retailer performance, strategies, attitude to organic and more, but taking those insights and translating them to new sales opportunities is where Bord Bia and other local agencies can work with you directly. We have a wealth of shared experiences that can help make a difference to your business.
- Last but not least, the consumer. This is Bord Bia’s heartland and where our research of the role food plays in consumer’s everyday lives can give you an advantage over the competition. Let’s look at these questions and see how the answers might impact your business
- We know from a range of Bord Bia consumer research studies this year that consumers are still feeling the impact of the recession.
- Back in February of this year, 52% or half of Irish consumers classified themselves as struggling to make ends meet. However, less than 1 in 3 felt that things were going to get worse - indeed almost half said they were starting to feel optimistic about their future.
- Nevertheless, with the Consumer Assoc estimating that the price of the average shopping basket has increased by 12% in the last two years, there has been an inevitable impact on shopping More pre planning – this includes reading reviews and doing more research. Two thirds of us shop with a list! Rise of discounters and private label Looking for deals and promotions – in Ireland 20% of food is sold on promotion, in the UK its double that Seeking out tangible proof points and quality Shopping around to get the best deal (shopping more facias)
- But as I mentioned earlier, local food is playing a bigger role in consumer’s lives today and this has potential for everyone in the room today. Not only are consumers buying it more frequently – 50% of consumers are buying it weekly or more, shoppers also increasingly agree that food produced locally results in higher quality products. With this in mind and thinking of your own businesses, do you think you could enhance the local credentials of your product to attract new consumers outside of the core organic shopper?