LAMB MARKETING AGRI BUSINESS TODAY FORUM 8 TH AUGUST 2013 AUSTRALIAN MARKET LACHLAN BOWTELL REGIONAL MANAGER AUSTRALIA

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1 LAMB MARKETING AGRI BUSINESS TODAY FORUM 8 TH AUGUST 2013 AUSTRALIAN MARKET LACHLAN BOWTELL REGIONAL MANAGER AUSTRALIA

2 WHAT DOES SUCCESS LOOK LIKE FOR MLA Helping farmers and industry to create, recognise and capture opportunities that benefit them and position us as the best red meat industry in the world

3 CATEGORY INSIGHTS

4

5

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7 DEMAND DRIVERS: 6 ways to make demand fly Enjoyment - quality - taste - tenderness Heritage Versatility - cultural - easy to buy significance - easy to cook - pride - country of origin Nutrition - healthy - essential in a balanced diet - natural Integrity - ethical - safe - sustainable Value - range of price options

8 CATEGORY ROLES 45% 40% 35% 39% 40% 40% 39% 39% 38% 38% 38% 39% 38% 39% 36% 39% 39% 39% 39% 39% 38% 38% 37% 38% 37% 36% 36% 33% 33% 30% 25% 25% 27% 26% 26% 26% 27% 26% 26% 24% 26% 26% 26% 26% 26% 26% 26% 26% 26% 26% 26% 27% 24% 26% 27% 27% 26% 20% 15% 10% 5% 15% 14% 13% 13% 13% 13% 13% 13% 10% 10% 10% 10% 10% 9% 10% 10% 7% 7% 7% 8% 7% 8% 9% 15% 12% 13% 14% 14% 14% 14% 14% 14% 14% 14% 13% 12% 13% 12% 9% 10% 10% 10% 10% 10% 10% 10% 10% 10% 9% 8% 9% 8% 7% 7% 7% 8% 8% 8% 9% 14% 14% 14% 14% 13% 11% 12% 11% 10% 10% 10% 9% 9% 9% 0% 1% 1% 2% 1% 2% 1% 1% 2% 2% 2% 2% 1% 1% 1% 1% 1% 2% 2% 1% 1% 1% 2% 1% 1% 1% 1% Beef Chicken Lamb Other Fresh Meat Pork Seafood

9 CATEGORY ROLES Planned % Particular Use % Impulse% Fresh Meat 82% 33% 17% Fresh Chicken Cuts 74% 41% 25% Fresh Beef Cuts 70% 41% 30% Fresh Lamb Cuts 62% 24% 36% Fresh Pork Cuts 46% 20% 53% Beef and chicken much more planned, while lamb and pork are impulse buys

10 CONSUMER STRATEGY The meat that brings people together Cheeky character Relevant occasions

11 AUSTRALIA DAY CAMPAIGN 2013 LÃMBNÉSIA (-ZÎA) N. : A CONDITION THAT MAKES YOU FORGET YOUR AUSTRALIAN IDENTITY, ALLOWING UNAUSTRALIAN THOUGHTS TO ENTER YOUR BRAIN.

12 AUSTRALIA DAY CAMPAIGN 2013

13 LAMB ROAST CAMPAIGN 2013

14 LAMB ROAST CAMPAIGN 2013

15 SPRING CAMPAIGN 2013

16 EMERGING TRENDS

17 GLOBAL FLAVOURS

18 FAST INCREASING ASIAN POPULATION 12% 76.7% Australia (RHS) 71.9% 80% 25% of Aus population born OS. 43% at least one parent 10% 8% 7.9% Country of birth Asia (LHS) 10.1% 70% 60% 50% 6% 5.9% UK/Ireland (LHS) 7.0% 40% 68% enjoy food from all over the world 4% 2% 4.2% 2.0% SOURCE: Roy Morgan Europe (excl.uk/ireland) (LHS) 4.3% New Zealand (LHS) 2.7% 30% 20% 10% 0% Jun 98 Jun 99 Jun 00 Jun 01 Jun 02 Jun 03 Jun 04 Jun 05 Jun 06 Jun 07 Jun 08 Jun 09 Jun 10 Sep 10 0% Asian Food overindexes young transitionals (<35 years, no kids) 8 out of 10 Australians own a wok Chinese and Thai top 4 inhome meals Asian is 3 of top 5 out of home

19 SO WHAT? BEEF AND LAMB CAN EASILY BE INCORPORATED ACROSS ASIAN CUISINE LANDSCAPE STRONG OPPORTUNITY TO EXTEND CATEGORY AND MODERNISE RED MEAT PERCEPTIONS SECONDARY OPPORTUNITY IS TO HELP ASIAN- AUSTRALIANS COOK WESTERN STYLE SHOWCASE SECONDARY CUTS SUITABILITY TO ASIAN MEALS PARTNER WITH AUTHENTIC ASIAN CUISINE BRANDS TO OWN ASIAN

20 CATER FOR SENIORS Over 65s will double by 2040 (to 25%)

21 AGING POPULATION Meat consumption by age SOURCE: Nutrition survey 1995

22 SO WHAT? LOWER VOLUMES PER SHOPPER BUT HIGHER PROPENSITY TO SPEND PROMOTE FUNCTIONAL HEALTH BENEFITS Omega 3 for brain, heart Iron for energy Protein for muscle tissue

23 MEN COOKING

24 Men enjoy preparing meals more than women Men enjoy eating more than women Man s kitchen time has tripled since 1970 Men twice as likely to be using food media for entertainment Men now cooking 2/3 as often as Women (Gen X 80%) BBQ grill #1 cook method for men Spicy and meaty are the favourite flavours Steak #1 ingredient for men Source: University of Michigan, Allrecipes.com, Ruby Cha Cha/MLA

25 SO WHAT? WE CAN MORE ACTIVELY TARGET MALE SHOPPERS INDULGE MANLOVE OF GOOD QUALITY MEAT SATISFY MEN S THIRST FOR MEAT KNOWLEDGE THINK SPICY AND MEATY FIND FUTURE GROWTH OPPORTUNITIES (EG. SLOW COOK BBQ)

26 RISE OF THE FOODIE Foodies approaching 27% of consumers

27 SO WHAT? KEEP RAISING OVERALL STANDARDS WITH THE TIDE NEED TO PROVE QUALITY CREDENTIALS OFFER FOODIES INSIGHT BEHIND THE SHELF INDULGE SHOPPERS LOOKING FOR SOMETHING UNIQUE

28 SECONDARY CUTS

29 INCREASED MEDIA INTEREST

30 SO WHAT? LOOK TO CREATE NEW NEWS IN THE CATEGORY KEEP AN EYE ON FOODSERVICE AND GLOBAL MEAT TRENDS (FLAT-IRON, HANGAR, DENVER ETC)

31 GOURMET CONVENIENCE

32 TIME PRESSURES

33 INCREASED MEDIA INTEREST

34 SO WHAT? INCREASED BUNDLING, VALUE ADD AND NPD OPPORTUNITIES SELL THE MEAL, NOT THE MUSCLE REMIND CUSTOMERS THAT STEAK/CHOPS ETC ARE THE PERFECT GOURMET CONVENIENCE MEALS

35 CHANGING LANDSCAPE

36

37 WE MUST ADAPT Household type (% of total population) (forecast) Adult in family unit 33% 22% Child in family unit 36% 27% Couple w/ no children 17% 28% Solo w/ no children 6% 16%

38 TREND IDENTIFICATION CONSUMER RESEARCH HARNESSING NEW MEDIA BROADER TARGET FOR LAMB (INCL. MEN, SINGLES ETC)

39 THANK YOU QUESTIONS.. LACHLAN BOWTELL REGIONAL MANAGER AUSTRALIA - MLA

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