International Retailing
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1 International Retailing - Fruit and vegetables - Prof. Göran Roos Oslo, 26 November 2003
2 Content International Grocery Retailing Overview Today s Issues in Grocery Retailing The Changing Consumer Fruit and Vegetables Retailing Issues Overview Food safety Category Management How to achieve category growth
3 Today s Issues in Grocery Retail Global Marketplace Consolidation Private Label Dynamic Consumers Convenience Food Safety Concerns Health & Wellness Attitude
4 Why Consolidation? Take advantage of economies of scale Survive global competition Take advantage of all available food dollars Establish private label programs
5 Retail Industry around the World Retail store formats Department stores on a downward slope Supermarkets doing well Hypermarkets doing well in immature markets (e.g. Scandinavia), but struggling in more mature markets (e.g. France and Spain) Convenience stores on the rise, boosted by consumers lack of time. Discount stores doubtful, depending on whether consumers will go to remote locations for bargain hunting Distinct positioning of different stores: Up-market (e.g. Kowalski s, Byerly s, Waitrose) Mid-market (e.g. Carrefour, Tesco) Value (e.g. Costco, Cub, Asda, Mercadona)
6 International grocery retailing - overview Opportunities Threats Decreasing margins Private label Supplier Become an expert of shopper behaviour Product innovation Private label: codevelop and cobrand products to grow category Technology cost savings, e.g. RFID Decreasing margins Suppliers selling directly to retailers and/or consumers Consolidation reducing the number of prospective customers Wholesaler Sell directly to consumers Internet sales Changing shopper behaviour - more critical and demanding Increasing concentration and competition Decreasing margins Retailer Innovation: Retail-tainment Meal solutions Technology cost savings, e.g. RFID, in-store interactive media, internet/digital TV shopping Globalisation emerging markets Food safety threats Consumer Increasing spending power For the timepoor: more convenience For non-time poor: more fun shopping Exploring private label more
7 The Changing Consumer Wealthier households Working women Family redefined Growth of ethnic Aging population
8 The global consumer is cash rich Increasing disposable income especially among year-olds Luxury consumption boom demand for luxury "status symbols" Higher demand for indulgent products Opportunity to charge a premium for products that cater to the specific needs of individual consumers. Taste, variety and freshness are the top reasons for specialty food and drink purchases.
9 but time poor People increasingly work longer hours and weekends Time is the scarce resource convenience is crucial Consumers are looking for the combination of convenience, speed and choice Growing demand for food and drinks that can be consumed on the move or at the workplace
10 The global consumer is ageing But the ageing consumers are not what they used to be Modern old consumers: are flexible and enjoy change; put personal development high on the agenda; are responsive to new products and services; turn to nutraceuticals and functional foods to preserve their health as long as possible; make up a diverse group which can no longer be bundled into the ageing consumer
11 The global consumer is health conscious Growth of overweight and obesity problems make more people think about their diet. Low-fat and low-calorie lines continue to be important, but there is a greater emphasis today on naturalness, with consumers showing increasing interest in organic and other natural products Nutraceuticals & dietary/ nutritional supplements are booming Consumers are increasingly willing to adapt their diets and do so according to a set of beliefs. Sources: Food and Drinks Beliefs, Market Report, Datamonitor, May 2003; The UK Food and Drinks Report 2003, Market Report, Leatherhead Food Research Association, April 2003
12 The global consumer is single Single-person-households still increase in numbers, particularly in urban areas, raising the demand for convenience and portion-packed food and drinks. Single person households spend 50% more per person on consumer packaged goods than two adult households. The most valuable market segment is Late Mid-lifers - especially those who have never married. Source: Targeting the Needs of People who Live Alone, Market Report, Datamonitor, July 2003
13 The global consumer is multicultural Particularly true for the U.S. market, with ethnic minorities reaching nearly a third of the entire U.S. population But multicultural consumers are becoming increasingly important in most industrialised countries. Ethnic foods and drinks are growing fast, thanks to consumer adventurism, tourism, and celebrity chefs
14 Content International Grocery Retailing Overview Today s Issues in Grocery Retailing The Changing Consumer Fruit and Vegetables Retailing Issues Overview Food safety Category Management How to achieve category growth
15 The Global Marketplace for Fruit and Vegetables Trends affecting the industry New varieties Year-round availability Fewer limitations on shipments NAFTA/WTO/GATT Increased travel Higher disposable incomes
16 Reasons for Produce Growth Increasing ethnic populations Health conscious consumers Rising interest in ethnic specialties Exposure to new varieties and exotic produce Growing proliferation of fresh cut and convenience products Use of produce in foodservice Today more consumers pick their supermarket based on produce selections
17 Top Growth Categories (Fresh Trends-% growth store sales , based on US market) Melons Lettuce Bananas Tomatoes Apples
18 Top Sales Contribution to Chain (Fresh Trends , based on US market) 9.00% 8.00% 7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% Bananas Apples Tomatoes Salads Grapes Potatoes
19 Health Trend Relevance to Fruit and Vegetables Retailing Boosting consumption of fresh produce, fruit drinks and fruit yogurts (with or without functional benefits) Processed fruit such as jams and canned fruit are suffering due to high sugar content Emerging fruit and vegetables snacks replacing energy bars? Consumers want miracle cures for anti-aging, cancer prevention, etc. Lycopene: watermelon, tomatoes, grapefruit Anti-Oxidants - blueberries Diets are still popular and 68% of consumers choose fruit and vegetables as the key component
20 Convenience Trends Aging, dual-income, busy families want and will pay for convenience Common Convenience Items Pre-packed products and exotic produce mean premium prices Bagged Salads, Peeled Carrots, Cut Melons Growing Convenience Categories Apples, Potatoes, Vegetable Medleys
21 Making it easier for the consumer (1) Grapes sales at Super Quinn, Ireland
22 Making it easier for the consumer (2) Broccoli sales at Super Quinn, Ireland
23 Making it easier for the consumer (3) Tomato sales at Super Quinn, Ireland
24 Dynamic Consumer Implications* Population Segmentation Hispanics are the major produce consumer by race and this population segment is growing nine times faster than other races. Ethnic Foods will account for about 15% of growth in food sales in the next 10 years 75% of ethnic food sales are to mainstream consumers. The largest ethnic categories are Mexican, Chinese and Italian. * Mainly relevant for the US market
25 Dynamic Consumer Implications Generation X wants more specialty produce with bold and varied flavors in their foodservice meals. Baby Boomers - are ageing and their food choices will be influenced by health, travel and new experiences.
26 Additional Consumer Trends & Comments Apples, bananas, oranges and watermelons account for over 60% of fresh fruit consumed Consumers buy more fruit than vegetables Average produce purchase is about $3.76 Produce snacking is up In 1999, 14% of consumers used produce as a snack compared to 31% in 2000 Vegetables account for over 64% of produce sales Figures based on US market
27 Food Safety Concerns Consumers fear unknowns such as cross contamination, pesticide residues, biotechnology and terrorism 76% of all consumers believe their produce is safe, yet 65% still have concerns about harmful chemical residues Apples, grapes, strawberries, lettuce and tomatoes rank highest among consumers of at risk produce Figures based on US market
28 Food Safety Trends Move towards increased demand for Organic Foods Produce represents over 50% of organic food sales Organic produce sales account for 3% of total produce sales Tomatoes and apples are the most often purchased organic produce Ages and are the prime consumer Figures based on US market
29 Improving Food Safety What s needed Research to improve breeding and reduce pesticide use Increased tracking of product from field to fork Third party safety and sanitation audits Increased education for handlers and consumers
30 Fruit and vegetable retailing - Summary Opportunities Threats Food safety concerns Supplier Organic produce increasingly popular Health and wellness trend Convenience trend - packaging Agri-tourism Suppliers selling directly to consumers Food safety concerns Wholesaler Sell directly to consumers Increased use of produce in food services Changing shopper behaviour - more critical and demanding Food safety concerns Retailer Convenience trend: Meal solutions, clever packaging, fruit snacks Health and wellness trend Travel exotic fruits Food safety failures Consumer More choice For the timepoor: more convenience
31 Content International Grocery Retailing Overview Today s Issues in Grocery Retailing The Changing Consumer Fruit and Vegetables Retailing Issues Overview Food safety Category Management How to achieve category growth
32 About Category Management (CM) The process of managing items in a product category as a strategic unit by determining pricing, merchandising, promotions and product mix based on category goals, the competitive environment and consumer behaviour
33 How to promote category growth Best done through cooperation between the manufacturer and the retailer Need to move away from the transaction agenda and focus on mutual benefits In-store communication Assortment 5 Ps IN-STORE PLAN TO FOCUS ON PREMIUM PRODUCTS Shelf space organization Investment in P.O.S Point of Satisfaction! Jointly set out to understand the consumer Use of special display Shopping environment
34 Supplier / Retailer Collaboration for CM Suppliers and retailers form an integral part of CM implementation Suppliers and retailers should work together to help them understand consumers better However, their category goals may be very different! Alignment of category management goals between the retailer and supplier is a necessary requisite for successful CM implementation Experience shows suppliers have experienced a lack of willingness from retailers to share loyalty data etc. For the CM collaboration to work, each party needs to understand what is in it for the other party.
35 Uncover Opportunities/Provide Solutions Category Assessment Industry Consumer/Shopper Market/Retailer Assortment/Space Assessment & Solutions Pricing Assessment & Recommendations Promotion Assessment & Solutions Objective: deter-mine the optimal assortment, recognising the competitive environment (consider market coverage, deletions, retains and additions) Reduce uncertainty of making a pricing decision. By analysing the pricing environment and identifying opportunities increased margin and sales goals can be increased and achieved. Gather insights in the areas of base vs. incremental volume, % lift by promotional vehicle, promotion performance by key holiday, quality of merchandising support, etc.
36 Category growth cases Shelf space organisation clear segments and pricing makes it easier for the consumer Shelf lay-out in the Auchan & Colgate-Palmolive collaboration case: High price Low price Kids toothbrushes Premium toothbrushes Basic toothbrushes Promotions Battery brushes New product HOT SPOT Traffic flow
37 The case of Carrefour and Gillette Collaboration for Innovation and Category Growth Central development of the model: Change the rules as principle Generic model - Mach 3 Turbo application Last launches SWOT analysis Process: Ideal launch brainstorming Reinforce each Marketing mix element Think out of the box : no Sacred Cows Start from Markets reality
38 The case of Carrefour and Gillette Collaboration for Innovation and Category Growth (cont.) Central Objective: Get store teams on board! Joint information to stores Co-branded promotion
39 The case of Carrefour and Gillette Collaboration for Innovation and Category Growth (cont.) January February March April May June Gillette Strategy Secure core user base: -Convert Premium System Users Focus on razor penetration Drive Categories cross purchase Gillette Strategic Media Plan TV TV TV PRINT Carrefour-Gillette Joint Innovation Plan: Distribution Shelving Pricing Push Order Display In Store visibility: Shelf material, Check out, in store advertising Premium price positioning Promotion Display launch 1st folder Beauty event Father s day 1 year time table: 6 months pre and post launch Joint and cross-functional taskforces
40 Fast-growing categories example from Australia
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