A REVOLUTION IN FRESH SNACKING

Transcription

1 A REVOLUTION IN FRESH SNACKING

2 KERRY FOODS GROWTH BY 2020 SNACKING IS BIG WORTH 2.1b (Nielson 2016)

3 INSIGHT + SOLUTIONS = GROWTH WE BELIEVE THERE IS AN INCREMENTAL FRESH SNACKING OPPORTUNITY OF 9m BY MORE OUT OF HOME & 1 MORE IN HOME SNACKING OCCASION PER MONTH

4 HOW CAN WE USE INSIGHT & INNOVATION TO UNLOCK GROWTH IN FRESH SNACKING?

5 5 PHASED APPROACH based on Divergent and Convergent thinking Phase 1 The As Is State Phase 2 The To Be Ambition Phase 3 The How to Roadmap Phase 4 The Action Plan Implementation Phase 5 Embedding and monitoring Strategic Planning Implementation & Embedding

6 TO UNLOCK GROWTH, WE HAVE BEEN ON A CONSUMER & SHOPPER LED JOURNEY WITH OUR INSIGHT PARTNERS MARKET ASSESSMENT CONSUMER & SHOPPER INSIGHT SNACKING DEFINITION VISION, DRIVERS, STRATEGIES POINT OF PURCHASE VISION WINNING WITH CUSTOMERS

7 WE CREATED A BRAND & PROPOSITION TO DELIVER UNDERSTAND CONSUMER & CATEGORY CREATE A BRAND & INNOVATE SHOPPER DYNAMICS DISRUPT

8 1 UNDERSTAND CONSUMER & CATEGORY

9 WHILST ALMOST EVERYONE SNACKS, THEY HAVE.. DIFFERENT NEEDS, WANTS & DESIRES HEALTH HUNGER ENERGY INDULGENCE EXPERIENCE 97% FUNCTIONAL EMOTIONAL AT DIFFERENT OCCASIONS & IN DIFFERENT LOCATIONS Kids Carried Out RELAXING IN COMPANY HEALTHY SNACK AFTERNOON SNACKING SCREEN SNACK INDULGENCE ADULT CARRIED OUT MEAL HEALTHY ADULT MEAL ADULT CARRIED OUT SNACK PRACTICAL LUNCH FAMILY SNACK MEAL IN HOME OCCASIONS OUT OF HOME Source: *Kantar Worldpannel food only

10 GROWTH WILL COME FROM SOLUTIONS THAT PLAY TO DIFFERENT NEED STATES & ASSOCIATED TRENDS TOMORROWS CONSUMERS ARE LOOKING FOR HEALTH CONVENIENCE PLEASURE EXPERIENCE Food to play more central role in health management Solutions which require minimum time & effort Treat & Reward Rewarding experiences & emotional connections SO TOMORROWS SNACKS NEED TO BE Help consumers make smarter choices Deliver pitch perfect snacking solutions Heighten taste delivery & emphasise indulgence Go beyond taste to delivery enhanced product experience Source: Mintel UK Consumer Snacking March 2016, age 16+*Mintel Trend Snacking Digest June 2015**Kantar Worldpannel food only^nielsen Global Snacking Survey, Q **

11 OPPORTUNITIES IDENTIFIED People are living On the Go and Grazing through the day snacks are misaligned to consumer trends and in decline there is more growth potential in healthier, fresher, protein snacks that support / reaffirm identity The Adult Snacking segment has outperformed total snacking growth in the last 2 years and has a 10% share of the Cheese Snacks business y/o over-index Currently unmet consumer needs in fresh snacking

12 2 CREATE A BRAND & INNOVATE

13 INDEPTH CONSUMER TESTING CO-CREATED BY SPEAKING TO 1,200 FULFILLERS

14 OUR BULLSEYE CONSUMER MEET ZOE 32, DUBLIN First time mum Not defined by motherhood Likes to try new things Trying to balance work, social and home life A foodie Invests in herself

15 UNDERSTANDING SNACKING AND ZOE ENJOYMENT NUTRITION

16 HOW CAN GOGO S CLOSE THIS GAP ENJOYMENT BRINGING ENJOYMENT AND NUTRITION CLOSER TOGETHER NUTRITION RESTORES THE ENJOYMENT OF SNACKING WITH NO CAVEATS

17 INTRODUCING A REVOLUTION IN SNACKING

18

19 GOGO S DELIVERS SURPRISING COMBINATIONS THAT MAKE REAL FOOD REALLY EXCITING GoGo s purpose in life is to bring Enlivenment. We restore, uplift, unshackle! And we do it in a Gutsy way with our arms and eyes wide open

20 OUR INNOVATION WAS DEVELOPED UNDERSTANDING CONSUMERS & TRENDS WITH REAL CONSMER INSIGHTS & ADDING VALUE THROUGH TECHNOLOGY, CHILLED, R&D CAPABILITIES

21 IMAGES OF NEW PROCUTS CRUNCY TEXTURE WITHOUT NUTS GORGEOUS GOODNESS NATURAL SOURCE OF PROTEIN CHEESE ALWAYS THE HERO SURPRISING COMBINATIONS HANDY GRAZING PACK

22

23 3 SHOPPER DYNAMICS DISRUPT

24 THE CHALLENGE Cheese Shoppers not How can we Plethora of snacks snacking looking for fresh standout & in new healthy universal need snacks in cheese locations? & unhealthy aisle

25 POSITIVE DISRUPTION Easy to Find Ease of Shop Tailored propositions & communication throughout the consumer & shopper journey Wherever I Want When I Want CRITICAL ENABLER

26 SURPRISING COMBINATIONS THAT MAKE REAL FOOD REALLY EXCITING HOW WE WANT ZOE TO THINK, FEEL, ACT: THINK: When I m planning my shopping / in the supermarket, I want to pick something that I can really look forward to enjoying throughout the week without feeling guilty. FEEL: GoGo s is like the friend I look forward to hanging out with, the one who s on the same vibe as you. It's never boring when it's around and creates a little excitement with surprising combinations. ACT: I ll stop in the fridge aisle because that s where exciting real food snacks now live

27 THE SHOPPER TASK: DISRUPT ZOE TO PICK UP A PACK OF GOGO S IN THE DAIRY AISLE

28 ALTHOUGH THE OCCASION IS IMPULSE, THE PURCHASE IS PLANNED ANTICIPATED SNACKING NEEDS IMPULSE SNACKING PURCHASE

29 THIS IS REAL BEHAVIOURAL CHANGE SO OUR FIRST STEP IS TO DEFINE THE CURRENT SHOPPER BEHAVIOUR

30 WE NEED ZOE TO RECONSIDER HER OWN BEHAVIOUR BEFORE SHE EVEN ENTERS THE DAIRY AISLE OTHERWISE IT IS TOO LATE

31 WE HAVE IDENTIFIED 3 SOLUTIONS FOR SUCCESS ALONG THE SHOPPER JOURNEY. THESE ARE

32 1. Make her personal snacking motivation Important / top of mind when doing her weekly shop 2. We need to make Zoe reconsider her world of snacks open up to the potential of dairy snacking 3. Make dairy aisle more engaging easier to shop and browse

33 BUILDING THE BRAND IN STORE BUY SAMPLING 30 DEMO S

34 POSITIVE DISRUPTION CONSIDER FIND BUY

35 KERRY FOODS IS DRIVING GROWTH 25% MAT & 75% L4W DROVE 57% INCREMENTALITY TO CATEGORY +1 purchase WIN WIN DISRUPTIVE SHOPPER ACTIVITY DROVE 200% - 500% UPLIFT +50% post activity Source: Nielsen Scantrack to 10 Sept 2017, Nielsen Snacking Report October 2016

36