Cold Water Prawn Market Positioning Market Research

Transcription

1 Cold Water Prawn Market Positioning Market Research Presented by: Karen Galloway Seafish 21 st November 2013

2 To put things into context..

3 Fish and seafood is becoming more accessible and plays a more important role in consumer repertoire More species to choose from Lower prices (not substantial difference between meat and fish) 4 More accessible meal solutions More advertising

4 But there has been little step on in terms of the barriers to eating more fish and seafood I love fish but my wife hates the smell so I can only have it when she is out It just isn t filling enough for my hubby Perceived expense Bones, smell and head Not for all the family I am really quite competent in cooking all sorts of dishes with meat, but with fish I am no where near as adventurous Scared to try Too light / not filling Not knowing how to cook / limited meal repertoire There are still a lot of fear factors to overcome with fish.

5 Prawns remain an important part of the market in terms of value share Value sales of top seafood species in total retail Total prawn category is worth 12% of total chilled and frozen seafood about the same as total cod Cold water prawns are 5% of total retail sales value +6% Salmon Tuna Cod Haddock WWP CWP Pollock

6 But in a world where consumers have seconds to make the decision.there needs to be stand out

7 Which means prawns have to work hard to be put in the basket..

8 There is a clear opportunity to take cold water prawns forward, as fish is becoming more accessible and embraced by consumers But you need to remember, you are not operating in a vacuum it is a challenging opportunity to grasp

9 So what did we set out to achieve with the research, and how we went about doing it.

10 We wanted to investigate the market, understanding how the category could be moved forward Where are you now? Where do you want to be? CWPs volume and value decreasing, playing in a strong competitive market To have a strong and new market positioning to encourage broader use of CWP to become more competitive in the market The ultimate aim is to help CWP become more premium rather than increasing volume sold at a low cost

11 And we wanted to understand perceptions of the trade and consumers to build the holistic picture Depth interviews with trade.x3 Consumer blogging 6 weeks 8 respondents 4 x foodies 4 x families

12 There are certain hypothesise we have about CWP.

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15 Across the different audiences we spoke to, there was a mix of understanding of what CWP are

16 To customers it s a simple way they distinguish the category.it s either large or small prawns Small prawns = CWP Large prawns = WWP They re all just prawns to me I guess I do think about the size but that s about it really! They don t understand the complexities and differences between the prawns and in this case it is perceived to be bigger is better.

17 With WWP dominating the category, this is what CWP are benchmarked against And because consumers are unsure of the difference, WWP do tend to win on all of the factors They just need to shake the image of CWP being the poorer cousin to the large king prawns

18 which is driving poor quality perceptions and expectations of CWP Chewy Watery Boring Uninspiring Cheap Traditional Restrictive Nice texture Natural flavour Sweet Refreshing Delicate I was a little disappointed with the size of the prawns. In my opinion, if you re going to cook with them, the bigger the prawn the more flavour it will absorb. They were a bit overwhelmed with the curry and seemed to disappear once they entered the wok. They weren t very large so it restricted what dishes I could make...they were very watery and the marinade became very runny.

19 And the consumer journey doesn t provide any clear cut through for cold water prawns.

20 .recipes don t focus on CWP Dishes lack prominence with all the WWP coming to the fore I tried to find a recipe for them but they only had the ones for large prawns

21 .Fixtures in-store don t shout out buy me! Took a while to find the chilled section for the prawns. For some reason, they put the prawns on the bottom and I missed it. I needed to check that the small prawns are the cold water prawns as it didn t say it on pack.

22 .and it isn t easy seeing them when you buy online either! What's different about them it Is all just prawns

23 .terminology is not providing a consistent message to help consumers navigate the category No consistent terminology across labelling Cooked & peeled Coldwater prawns Large cooked prawns

24 And even though trade have more idea of how each type are different, they still see the category as one CWP Cold dishes Simple defrost and serve Warming through (not cooking) Limited repertoire of meals Traditional Christmas nostalgia Hot and cold meal solutions Particularly relevant for cooking Take on flavours Vast repertoire of meals WWP Seen as a better eating product with stronger taste cues But strong competition due to the versatility

25 In consumer (and some experts) eyes, CWP are not different and don t stand out.there is a need to challenge these perceptions and give CWP a strong and compelling voice!

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27 CWP feels a bit 80 s. hindering the ability for consumers to think outside the box Stigmatising Kitsch Nostalgic Old fashioned A little dated CWP s just aren t on the radar for consumers meaning they re blocked to using them within their repertoires more frequently

28 And trade identify the limited repertoire of meals has waned appeal of CWP driven by food service Shift in menus / restaurants Influence consumer behaviour and trends CWP just didn t keep abreast with the change The biggest shift they see is in consumer perception and this is the area they feel needs to change

29 which sees CWP being squeezed by strong competition WWP, other proteins and new trends WWP WWP Led by the need for a specific type of prawn Driven by dish / recipe Then by price Dish specific / trends Dish Specific / Trends Not just fish Often occasion orientated, e.g. starter -belly pork, pate etc. All shellfish products All Shellfish Products Where prawn is not essential Mussels, crab etc.

30 And with this limited repertoire of dishes, consumers use CWP like they do WWP, causing disappointment.overcooking I tend to forget they re already cooked so I tend to throw them in for 10 mins with the rest of my dish they can be rubbery.struggling to take on the flavour/ marinade They don t tend to soak up and take on the flavour of my meals (like curry) as well as the big prawns.shrinking The prawns are small already and then I often find they shrink when I cook them it s disappointing puts me off

31 But when consumers experiment and get it right, they love them and can see the benefits and versatility. They are really flavoursome you can actually taste prawn.wwp on their own are actually quite bland They are so versatile, and the pack goes along way.i didn t think it would but we had left overs for the next day They are really light and delicate, you don t want anything to overpower them as they taste great When you know how to cook them right then they taste fantastic

32 CWP don t have to be limited to cold dishes there is a world of new, different and inspiring creations that can be made with them!

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34 Consumers tend to stick with familiar dishes -where CWP are an ingredient, not the star of the show A light eat Starters and light lunches Ideal for healthy days CWP Not a substantial eat Unable to fill appetites Hard to portion control Struggles to make it into evening meals Less indulgent

35 and they really struggle to experiment with flavours and cuisines, beyond their safe repertoire Sticking to tried and tested cuisines and recipes Italian Thai Asian Sometimes it works really well Stands up to bold flavours Larger CWP provide a meatier eat

36 And when they do try something different.it can go horribly wrong Prawns get lost in the dish or simply don t work Accompanying flavours overpower They are too fiddly /delicate to withstand lots of preparation I spent ages putting them on skewers as I like large prawns kebabs and then marinating them.it really wasn t worth it at all as they all fell off Prawn Skewers I tried them with salt and pepper batter but they just didn t really hold up very well Salt & Pepper Prawns

37 And consumers feel there is no support out there for them to help, inspire and just remind them of CWP I went on Googleand searched and searched for cold water prawn recipes I couldn t find any it s hard to find new recipes where are you supposed to look for inspiration?! You don t see chefson TV making anything with these small prawns If we go to restaurantsit is only king prawns you see on the menu

38 But CWP can be multi-functional and should play to the full breadth of strengths around occasion Lighter occasions - Snack grazing -Summery -Starter -Al fresco dining Indulgent occasions - With crab - With lobster - With mussels - With scallops - With steak

39 With the right support, the opportunity to engage consumers can be realised so what can you do to help them?

40 There is little innovation, differentiation or any compelling reason to investigate the category..there needs to be new news!

41 Other categories tap into consumer demands and generating noise providing a point of difference. Providing different flavours, products and innovation in fish, salmon and WWP. Making a complex category like rice, consistent in messaging of products and clear reasons of what to use and why

42 This journey s been a genuine eye opener for consumers: they challenge you to deliver this mass market It s really opened my eyes up to all the possibilities of how to use the small prawns I ve really enjoyed the last 6 weeks I will definitely be thinking about how I can use CWP more there s a lot more to do with them than you think I ve got lots of ideas now that spring to mind much more than I every thought I would

43 And trade know that there is strong and compelling story to tell for CWP, but they won t do the legwork If Joe on the street knew about Cold Water Prawns, well it tells an interesting tale Trade We need to educate consumers to want them again Trade Of course, anything that improves the category is great for me but I wouldn t know where to begin I m afraid Trade Quality Provenance Taste Small is better

44 You need to start with the experts to help filter information to consumers AND INDUSTRY IS SEEN AS THE DRIVING FORCE HERE... Trade need to support chefs here You need to see it done more on TV with chefs.that would make me more interested I am not that confident in cooking I would try it in a restaurant though There are some quick wins with consumers.on pack education and inspiration for more everyday usages

45 So we need to think about how we can generate buzz and excitement in the category to get it back on the radar for all

46 Currently there is no compelling motivation as to why you would choose CWP. They don t look great You don t tell me what to do with them You don t tell me what they taste like You don t inspire me to want to use them.so WHY SHOULD I BUY THEM?

47 Messaging needs to focus on making it clear what we want consumers to do. Thinking about: The language we use Simple and clear Making the pack work hard to educate and tempt Imagery Descriptions Provide clarity across category tiering Why is premium added value? Position in-store / on menu Ensure prominence Adjacencies

48 You need to shout about the credentials that CWP offer to get buy in from consumers

49 .playing to the products everyday strengths and pushing the boundaries through premiumisation Playing to the strengths that consumers easily associate with CWP..BUT that don t stretch them too far Stretching perceptions and usage occasions to genuinely challenge and help to drive premiumisation

50 But ultimately, it is about reminding consumers about all the benefits of CWP Give them multiple reasons to choose CWP. And remember not to try and compete with WWP.As well as deliver a compelling story on the fantastic taste

51 YOU need to start thinking differently

52 Explore the opportunities that are available.

53 But in order to cut through, there is a need to be pushing a united front.

54 Overall the research suggests that breakthrough category thinking is required to tap into the opportunities available for CWP. and this is about taking a category approach, rather than a product/ production approach