Italian Mass Market Focus on Chilled Food and Smoked Salmon. Marco Limonta Director, Business Insight Stefano Paolillo Manager, Client Service

Transcription

1 Italian Mass Market Focus on Chilled Food and Smoked Salmon Marco Limonta Director, Business Insight Stefano Paolillo Manager, Client Service

2 Agenda 1 Retail distribution evolution 2 FMCG and Food & Beverage in Retail market 3 Chilled products 4 Packaged fish product 5 Smoked salmon Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 2

3 Strong fragmentation even if in reduction in the last years Numerical evolution for Hyper, Superstores, Discounters, Drugstores Traditionals Misti-Alimentari Tradizionali Nr Var vs Micro Micro Specialisti Drugstore Specialisti Drug Drug Discount Discounter Mini Mini Small Superette Self Service Supermercati Supermarket SuperStore Superstore 78 Ipermercati Hypermarket 41 Total: Source: Universe IRI 1 January Number of stores per channel Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 3

4 Traditionals market share under 4% Superstores are growing in share since Point Change 2014 vs ,9 4,1 3,7 2,7 2,2 1,9 2,2 3,1 3,8 10,1 11,1 11,4 3,6 3,0 2, ,0 10,0 9, Traditionals Tradizionali Micro Drugstore Specialisti Drug Discounter -1,2-0,8 +1,6 +1,3 40,3 39,7 39, ,8 10,8 12, , , , Mini Small Superette Self Service Supermarket SuperStore Superstore Hypermarket Iper -0,9-1,5-0,7 +3,5-1,3 Source: Universe IRI 1 January 2015 Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 4

5 ... above all in North West and North East North West Nord East 4,0 3,8 3,4 0,5 2,3 1,5 1,7 1,5 2,5 9,0 9,1 9,6 3,4 2,7 2,6 8,4 7,2 6,7 2,8 2,3 2,0 3,6 2,7 2,3 3,4 3,7 3,8 10,3 10,3 10,2 4,3 11,0 3,8 3,6 9,9 8,9 34,3 32,4 31,6 41,9 43,3 43,6 14,3 18,1 19,5 7,1 8,7 10,2 23,8 23,5 22,7 15,4 15,3 15, Hypermarket Superstore Supermarket Small Self Service Mini Discounters Drugstore Micro Traditionals Source: Top Trade 1 January 2015 Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 5

6 In the South Discounters are growing very fast. Traditional market share is almost double of the average Center + Sardinia Suoth 4,2 3,6 3,3 2,8 2,5 2,3 2,7 3,9 4,6 12,1 12,7 12,4 2,9 2,3 2,1 10,8 9,8 9,3 9,0 7,0 6,3 1,9 1,7 2,4 4,2 5,2 3,0 9,0 12,9 14,1 4,0 14,8 3,2 3,0 14,7 14,7 44,4 44,5 44,8 42,7 41,8 41,8 7,9 9,4 11,5 12,1 11,3 9, ,6 3,0 3,9 11,6 11,3 9, Hypermarket Superstore Supermarket Small Self Service Mini Discount Drugstore Micro Traditionals Source: Top Trade 1 January 2015 Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 6

7 Is italian distribution Efficient? UK Tesco Asda Sainsbury Morrisons The Coop Group Others ITALY ISS Centrale Coop Italia ESD Italia Centrale Conad-Finiper Centrale Auchan Esselunga Gruppo Carrefour Aicube Catene Indipendenti Bennet Grido Coop Italia Selex Conad 14,2% Gruppo Auchan Carrefour Italia Gruppo Pam C3 S&C Cons. Distributori Sigma Agorà Finiper 2,9% Crai Gulliver Gruppo Ve Ge Gruppo Rewe Gruppo Briò Disco Verde S.U.N. Sisa Catone Group Despar Servizi GDA Aspiag Coralis La Nuova Nave Superconti Source: Top Trade 1 January 2015 C.D.S. Gruppo AZ Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 7

8 Italian retail chains, while maintaining a marked fragmentation, accelerates the trend towards concentration FOOD Value Share and Trends Hyper, Super, Small Self Service Jan 2015 vs Jan2013 COOP ITALIA 16,6 0,5 CONAD 14,4 0,6 ESSELUNGA 10,9 1,0 SELEX 10,6 0,0 GRUPPO AUCHAN 9,1-0,3 CARREFOUR ITALIA 6,5-0,5 SIGMA 4,0-0,4 FINIPER 2,8-0,1 GRUPPO PAM 2,7-0,3 AGORA' 2,6 0,3 S.U.N. 2,4 0,3 ASPIAG BENNET 2,2 2,2 NEW -0,1 2,2 CRAI 2,1 0,2 SISA 2,1-0,3 GRUPPO VE'GE' 2,1 0,6 C3 1,8 0,2 DESPAR SERVIZI 1,2-2,9 ALTRI 3,5-1,1 Source: Top Trade 1 January 2015 Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 8

9 Food has had a flat trend from 2012, not recovering neither inflation rate Total Revenue: Mass Market Vs Food VENDITE A VALORE (TOT ITALIA +DISC.) INDICI 2011 = 100 Source: Infoscan Census - BD ECR, Totale Italia Iper Super Lsp Largo Consumo Confezionato e Alimentari+Bevande a peso imposto dicembre 2014 Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 9

10 During 2015 there is a sign of growth Value Sales % Trend VENDITE A VALORE E TREND % Volume Sales % Trend VENDITE A VOLUME E TREND % % Value Sales, Any Merchadising % Volume Price Trend PRESSIO N E PRO MO % ( A VALO RE) ANDAMEN TO DEI PREZZI Sorce: IRI DB ECR - Total Italy + Discounters; YE April 2015 Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 10

11 Frozen, Petcare, Fruits and Vegetables are driving growth in food package goods % VOLUME SALES % VALUE SALES Ambient Fruits and Vegetables Chilled Frozen Petcare 2014 YE April 2015 Sorce: IRI DB ECR - Total Italy + Discounters; YE April 2015 Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 11

12 Considering all chilled products, including random weight goods in every counters, they have a negative trend in value in the MAT Random Weight + Fixed Weight: 20,9 Bn ; -0,5% +O,9% -1,5% Sorce: IRI DB ECR - Total Italy Hyper + Super; Total Chilled Food Fixed Weight + Random Weight; MAT April 2015 Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 12

13 Fish is the 4 department of chilled market in terms of value, the best performer Value Sales (Bn EURO), Value % TREND, Volume Price % TREND Sorce: IRI DB ECR - Total Italy Hyper + Super; Total Chilled Food Fixed Weight + Random Weight; MAT April 2015 Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 13

14 Considering packaged fish only, Smoked Salmon is one of the best performing market Tot: (mio ) (+1,7%) Tot: 308 (mio ) (+8,9%) Tot: 681 (mio ) (+3,6%) Ready Fish Meals +29,3% 78 Ready Fish Meals +16,0% Spread Fish -3,5% 226 Other Fish 233 Smoked Salmon +10,6% Coated +7,7% +5,4% 913 Tuna +0,9% Other Fishes +4,6% 378 Natural Fish 70 Ready Fish Meals -0,8% -7,2% 5 Ambient Chilled Frozen Source: IRI DB ECR - Total Italiy Hyper + Super+ SSS; Fixed Weight; MAT April 2015 Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 14

15 Excellent performance also for Frozen Coated Fish and Ready Meals in volume Tot: 99 (.000 tons) (+1,4%) Tot: 13 (.000 tons) (+6,1%) Tot: 67 (.000 tons) (+2,3%) 0,1 0,8 Ready Fish Meals 7,0 Ready Fish Meals +25,4% +28,7% 12,4 Spread Fish -5,5% 7,7 Smoked Salmon +6,3% 26,1 Coated +5,4% 85,4 Other Fish +4,1% Tuna +1,1% 4,8 0,2 Other Fishes +6,8% Ready Fish Meals -14,5 % 34,3 Natural Fish -2,8% Ambient Chilled Frozen Source: IRI DB ECR - Total Italiy Hyper + Super+ SSS; Fixed Weight; MAT April 2015 Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 15

16 Smoked Chilled Fish are growing very well; above all Salmon, Sword fish and Herrings are driving the growth Tons % Trend Mio Euro % Trend Euro / Kg % Trend Smoked Fish , ,2 30,76 3,8 Sub-text sub-text sub-text sub-text sub-text sub-text sub-text sub-text sub-text sub-text sub-text sub-text Salmon sub-text sub-text sub-text sub-text sub-text 6,3 sub-text 233sub-text10,6 30,54 4,0 Sword Fish ,5 6 11,2 43,90-2,1 Herring 91 2,0 1 1,0 15,34-1,0 Tuna 78-1,1 3-0,6 40,06 0,5 Trout 32-1,4 1 3,5 39,62 5,1 Mixed 10-31,5 0,4-32,7 42,63-1,7 Mackerel 10-1,1 0,3-5,6 30,40-4,6 Others 9 21,6 0,4 4,4 49,48-14,1 Source: IRI DB Infoscan - Total Italiy Hyper + Super+ SSS; Fixed Weight; MAT April 2015 Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 16

17 Norwegian smoked salmon is the biggest segment (70%), growing more than 15% versus year ago. Tons % % Euro / % Mio Euro Trend Trend Kg Trend Sub-text sub-text sub-text sub-text sub-text sub-text sub-text sub-text sub-text sub-text sub-text sub-text Smoked sub-text Salmon sub-text sub-text sub-text sub-text 6,3 sub-text 233 sub-text10,6 30,54 4,0 Norway , ,5 28,09 0,3 Scotland , ,7 36,83 1,6 Alaska , ,2 41,98-2,6 Atlantic ,8 4-69,9 24,87 29,6 Others 471-4,4 16 2,9 33,04 7,6 Source: IRI DB Infoscan - Total Italiy Hyper + Super+ SSS; Fixed Weight; MAT April 2015 Copyright 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 17