Objectives
The core objectives of the trends phase of this study has been to provide further understanding of the following key areas. 7 How to optimise and improve retail sale of ginger; 7 Packaging opportunities and how to optimise this for consumer choice (e.g. what is the demand for
pre-packaged ginger? What size yields the highest sales?); 7 Placement opportunities (e.g. in supermarket fridges) and evidence of the impact of this here and/or in
other markets; 7 Pricing opportunities; 7 Marketing activity required. Using evidence from global trends this report provides insight on each of these areas; and based on these findings concludes with suggestions on ways in which Australian ginger producers could develop innovations leveraging these global trends.
2
3
Trends Research: Our Approach 9 Colmar Brunton has used a combination of both desk research and in the field market
research to explore the trends of ginger globally.
9 Our main source of secondary data for this report was collected from Mintel Global New Products Database (GNPD).
9 This data source is used to analyse products launched around the globe, generally in the last 10 years and more specifically in the last 3 years, that contained ginger as a core ingredient.
9 Trends are determined at a global and regional level. 9 Claims and pack types used for the launched products are explored and the relevant
product categories are determined. Specific examples of products being launched around the globe that are particularly innovative are displayed for reference.
Overview of the global market.
4
The global market has seen a large growth in products containing ginger over the last few years.
5
548%
Increase in products launched that contain
ginger from 2004-2014 2012
2013
N= 27,447 products launched globally from 2004 to 2014 that contain ginger as an ingredient
Asia Pacific and Europe have consistently been market leaders in products containing ginger. The previous two years has seen a significant increase in product launches.
6
0
500
1,000
1,500
2,000
2,500
3,000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Num
ber o
f Gin
ger P
rodu
cts
Laun
ched
Asia Pacific Europe North America Middle East & Africa Latin America
N= 27,447 products launched globally from 2004 to 2014 that contain ginger as an ingredient
However Australia more specifically represents only 3% of global ginger product innovation. Yet here too the last two years have shown substantial increases in the number of product launches.
7
745 products launched
over the last 10 years
N= 745 products launched in Australia from 2004 to 2014 that contain ginger as an ingredient
Product Categories.
8
The biggest categories for Ginger have been Sauces and Seasoning, followed by Meals. Snacks represents only 10% of recent category launches suggesting an area for potential innovation.
9
5% 4% 3% 2% 2% Bakery Skincare Soup Healthcare Hair
Products
25% 18% 10% 7% 6% Sauces & Seasoning
Meals Snacks Processed Products
Hot Beverages
N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient
Bakery products containing ginger are more likely to be found in Australia, whereas meal products with Ginger are more prevalent in Japan and the UK. Interestingly, healthcare products containing ginger are prevalent in the US, which indicates a potential area for growth in the future for Australia.
10
The UK is more likely to produce meals
India is more likely to produce sauces
& seasoning
The USA is more likely to make healthcare products
Japan is more likely to produce meals
Germany is more likely to produce hot beverages
Australia is more likely to produce
bakery items South Africa is more
likely to produce hot beverages
Brazil is more likely to make sugar gum & confectionery
N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient
Product Claims.
11
Product Claims Across the recent global product launches health claims have been key
– with ¾ of products featuring these claims
12
Health Convenience Dietary Environmental
74% 45% 42% 42% Products that contain health
related claims Products that contain
convenience related claims Products that contain dietary related claims
Products that contain environmental related
claims
• No Additives/Preservatives • Organic • Low/No/Reduced Allergen • All Natural Product • Low/No/Reduced Transfat
• Microwavable • Ease of Use • Time/Speed • On-the-Go • Convenient Packaging
• Vegetarian • Gluten Free • Kosher • Halal • Vegan
• Ethical- Environmentally Friendly Packaging
• Botanical/Herbal • No Animal Ingredients • Ethical- Animal • Ethical- Environmentally
Friendly Product
Top Countries Top Countries Top Countries Top Countries
1. USA 2. Australia 3. India
1. Australia 2. India 3. Japan
1. India 2. USA 3. South Africa
1. USA 2. UK 3. Canada
N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient
Claims. In more detail; products with no additives/preservatives were the most prevalent in the recent global product launches. However, products promoted as premium or organic were less prevalent. This helps us to identify how Ginger products might be promoted in Australia to increase the purchase of ginger.
13
0% 10% 20% 30% 40% 50%
No Additives/Preservatives Vegetarian
Microwaveable Ethical - Environmentally Friendly Package
Ease of Use Time/Speed
Organic Botanical/Herbal
Low/No/Reduced Allergen Gluten-Free
All Natural Product Premium Seasonal
Low/No/Reduced Transfat Moisturising / Hydrating
No Animal Ingredients Ethical - Animal
Ethical - Environmentally Friendly Product Kosher
Other (Functional) Halal
Vegan
Global N=13324
N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient
Product Flavours.
14
15
Product Flavours What is ginger combined with?
Beef 4%
Chicken 4%
Spice/Spicy 8%
Unflavoured/ Plain 8%
Lemon 4%
Ginger Product
Flavours
• When looking at the product flavour descriptions – specifically on products with a flavour plus ginger we find that plain flavoured products with ginger and spice flavoured products with ginger are most common.
N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient
Flavour launches in more detail…
Although products described simply as Ginger flavoured make up the largest group – they only make up 75% of all ginger products. This indicates real opportunities for new flavour innovations in Australia – and the range of flavours that Ginger can be combined with means that all creative options should be considered.
25% 8% 8%
4% 4%
4% 3% 3%
3% 3% 2% 2% 2% 2% 2% 2%
Ginger Unflavoured/Plain
Spice/Spicy Chicken Lemon
Beef Masala
Curry Orange
Chilli Pepper Honey
Vegetable Tomato
Apple Gingerbread
Fruit
16
N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient
As expected ginger is one of the most common flavours in ginger products across countries. However in China, ginger products are more commonly beef flavoured, whilst India produces a lot of Masala flavoured ginger products. In recent years migration from India and China has been on the rise; indicating key consumer groups in Australia for these flavours.
17
0%
5%
10%
15%
20%
25%
30%
Gin
ger
Unf
lavo
ured
/Pla
in
Spi
ce/S
picy
Chi
cken
Lem
on
Bee
f
Mas
ala
Cur
ry
Ora
nge
Chi
li/C
hilli
Pep
per
(uns
peci
fied)
Hon
ey
Vege
tabl
e
Tom
ato
App
le
Gin
gerb
read
Frui
t
Cin
nam
on
Min
t
Ses
ame
(uns
peci
fied)
Coc
onut
India UK USA China Japan
N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient
Product Packaging.
18
Packaging in summary…
19
7 Packaging is diverse and differentiated across product categories.
7 Fresh ginger root is limited in packaging options. Typically, ginger root is sold unpackaged. Some products are packaged on a tray or in a bag. From our previous primary industry and horticulture experience we find that the majority of consumers prefer to buy loose, fresh produce where they can choose the right amount for their needs. Fresh, packaged produce needs to provide the consumer with added value, such as pre-prepared, ready to use options. In our research, we did not come across any of these types of products.
7 Packaging of paste or minced ginger show some innovation with the increasing availability of squeezie formats. Where communicating freshness, it is key that consumers can see the product, such as clear windows. This is even the case for frozen formats.
Flexible packaging including sachets are the most common formats used globally. Bottles and jars were also common, most likely used in sauces, seasonings and for syrup products.
24%
15%
12%
11%
9%
7%
6%
5%
3%
2%
Flexible
Flexible sachet
Bottle
Jar
Tray
Tub
Flexible stand-up pouch
Carton
Tube
Can
20
N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient
21
Fresh minced/grated ginger products can be found in multiple types of packaging. Typically seen in jars and tubs. However there has been an increase in the use of flexible, ‘squeezie’ formats that are easy to use.
Flexible, squeezie formats
Flexible sachet
Tub Tub Jar
Frozen Ginger packaging is convenience driven in ready-to-use serving sizes. These are seen widely overseas including UK and USA.
22
All formats are flexible packaging, but also includes trays for moulded, frozen ginger
Semi-processed ginger packaging is driven more by the product category. Candied and crystallised ginger products are found in flexible formats, whilst ginger juice is typically found in bottles.
23
Ginger juice
Ginger body oil Ginger candies
Ginger slices
Pickled ginger Honey ginger
Crystallised Ginger
Processed Packaging Formats
24
Jar with grinder Flexible sachet
Flexible sachet Jar Flexible
N= 13,324 products launched globally in the last 3 years that contain ginger as an ingredient Examples of packaging are all from Australia
• In most pack formats the consumer is able to see the product; delivering to cues of freshness
Fresh- Semi Fresh Products.
25
Freshness in summary…
26
7 Looking in more detail at individual product launches we can see evidence of ginger cutting across categories – from raw ingredients to seasoning in ready to cook meals to hot and cold drinks.
7 This reveals the versatility of Ginger as an ingredient and also that in innovation terms there really are no limits.
7 In our broader consumer research we find that shoppers are often seeking ‘safe’ and convenient ways to try new cuisine styles at home. Therefore products such as the Ocado fresh vegetables with ginger speak directly to this ‘convenience’, and the Botanical Food Lightly dried ginger gives consumers the reassurance that they will not waste the ingredient.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
27
Botanical Food
Gourmet Garden Lightly Dried Ginger contains a hand of roughly chopped Australian grown ginger, lightly dried to last for four weeks once opened. This ready to sprinkle, garnish or rub ginger can be used in Asian and Moroccan cuisines, stir fries, curries, juices, smoothies, cookies, tea, carrots and noodles. The halal certified product retails in a 17g resealable bag.
Baiada Poultry
Gourmet Garden Lightly Dried Ginger Australia
Lilydale Wing Nibbles Marinated with Lemongrass and Ginger, Australia
Lilydale Wing Nibbles Marinated with Lemongrass and Ginger are new to the range. These wings have been made using free range chicken that has been farmed with care, are free to roam, and have been nutritiously fed on pesticide-free pastures. Furthermore, these wings are free from added hormones or growth promotants, can be oven-baked or barbecued.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
28
Botanical Food
Gourmet Garden Moroccan Seasoning consists of coriander, ginger, garlic, and cumin, and is said to be made easy for everyday cooking. The fresh seasoning is suggested to be rub on lamb, chicken or beef for marinade, or squeezed to stir through soups, yoghurt or couscous. The halal certified seasoning retails in an 80g tube.
Botanical Food
Gourmet Garden Moroccan Seasoning Australia
Gourmet Garden Thai Seasoning Australia
Gourmet Garden Thai Seasoning consists of lemon grass, ginger, coriander, and chilli that made easy for everyday cooking. The fresh seasoning is said to be easy to stir fry for chicken, beef, seafood, or stir through soups, dressings, noodles or vegetables for fresh herb flavours. The halal certified seasoning retails in an 80g tube.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
29
Copack Tiefkühlkost Produktionsges
Elbtal Asiatisches Pfannengemüse Veggie Pan Asia (Asian Stir Fry Vegetables) are a mix of Far Eastern vegetables and mung bean sprouts with a refined seasoning. The microwaveable product retails in a 750g pack. Also available is Feinschmecker-Pfannengemüse Veggie Pan Gourmet (Gourmet Stir Fry Vegetables).
Ocado
Elbtal Asian Stir Fry Vegetables Austra
Ocado Exclusive Vegetables Oriental Stir Fry UK
Ocado Exclusive Vegetables Oriental Stir Fry is washed and is ready to be cooked. This product is suitable for vegetarians and retails in a 240g pack.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
30
Dansk Supermarked
Levevis Frugt til Smoothies Red (Fruits for Red Smoothies) contains strawberries, bananas, pineapples, blueberries, ginger and mint. The fruits are manually harvested in China. The product is completely natural and retails in a 391g pack bearing the Green Keyhole logo. Also available in this range are Fruits for Yellow Smoothies.
Lidl
Levevis Fruits for Red Smoothies Denamark
Vitasia Stir Fry Vegetables in Chinese Style Sauce Finland
Vitasia Stir Fry Vegetables in Chinese Style Sauce comprises vegetables, mushrooms and crystallised ginger in a sweet and sour sauce. The product is suitable for vegetarians and provides one of the five a day portion of fruit and vegetables. It is available in a 600g pack.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
31
Eljap Delicatessen
Fi-Ji Ginger in Syrup is said to be mild and delicious. The product is formulated without preservatives, artificial flavors, colour and is retailed in a 240g jar.
Exclusive Food Houses
Fi-Ji Ginger in Syrup Israel
Tania Stem Ginger in Syrup Australia
Tania Stem Ginger in Syrup is suggested for use as a side dish or ingredient with meals, sea foods and poultry or for use in fruit salads. The product retails in a 270g jar.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
32
A Frost
Nice Easy Food Fruit Smoothie Sunset Mix consists of frozen pineapple, strawberry, blueberry and banana to prepare smoothies. The product retails in a 391g pack containing three bags with separate ginger and mint. The pack features the Green Keyhole logo, which is synonymous with healthy eating.
Seven & I Holdings
Nice Easy Food Fruit Smoothie Sunset Mix Sweeden
Seven Premium Mapo Eggplant Japan
Mapo eggplant stir-fry, made with traceable eggplants. Made in Thailand. Launched in July 2011, with an RRP of 198 yen repackaged with a new logo.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
33
Jumbo Supermarkten
Jumbo Stem Gember (Stem Ginger) consists of golden ginger stems in sugar syrup. The product is retailed in a 240g glass jar with a drained weight of 125g.
Pukka Herbs
Jumbo Stem Ginger Netherlands
Pukka Revitalise Organic Cinnamon, Cardamom & Ginger Tea, Australia
Pukka Revitalise Organic Cinnamon, Cardamom & Ginger Tea is an original ayurvedic blend of warming herbs with invigorating properties which give a healthy glow. Cinnamon bark, ginger root and clove are warming; elderflower and orange peel add vitalising zest; and green tea and spearmint leaf boost vitality.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
34
Danone Murray Goulburn
Danone Activia Fusions Lemon & Ginger Low Fat Probiotic Yoghurt is made with real fruit and 100% fresh Devondale Aussie farmer milk. The product features Bifidus ActiRegularis which is said to improve digestive comfort, does not contain gelatine or artificial colours and retails in a 500g pack containing four 125g tubs.
Yarra Valley Tea
Danone Activia Fusions Lemon & Ginger Low Fat Probiotic Yoghurt
Australia
Yarra Valley Tea Co. Lemongrass & Ginger Organic Zing Tea, Australia
Yarra Valley Tea Co. Lemongrass & Ginger Organic Zing Tea is described as a perfect blend of lemongrass and ginger exactingly measured for spice and aroma to create a tea that can either be consumed hot or served as an iced tea. This premium Australian certified organic product is hand blended in small batches and retails in a 60g recyclable pack.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
35
Yuen's Market Trading Co
Pandaroo Premium Quality Sushi Ginger is a perfect accompaniment to sushi. It can be either eaten in between sushi pieces to cleanse the palate and enhance the flavours, or used as a garnish. This product retails in a 200g pack.
Botanical Food
Pandaroo Premium Quality Sushi Ginger Australia
Gourmet Garden Ginger Paste Australia
Gourmet Garden Ginger Paste has been repackaged in a newly designed 115g pack. The fresh product is made with 21 chopped fresh pieces of Australian grown ginger and is said to make everyday cooking easy. The halal certified product is made for Asian dishes, fish or to stir through vegetables.
International Supermarket Aisles.
36
Herbs and Spices Aisle in Tesco, UK
37
Crushed ginger is found in the aisle with other herbs and spices. Tesco offered a pre-packaged combination of ginger and garlic.
Convenience driven ‘Very Lazy’ packages grated ginger with oil.
Ground ginger situation with other dried and ground herbs and
spices.
Layout in-store in other geographies is similar to that in Australia, with ginger placed in the shelf stable culinary aid space – with some pack call outs notably making light of their convenience.
Fresh Ginger in Safeway Supermarket, Seattle, USA
38
Fresh ginger is located with fresh vegetables, with onions
and potatoes.
In-store health messaging for shoppers indicating ginger root’s health benefits. The retail outlet also suggests uses including tea
and baking.
Processed Ginger Safeway Supermarket, Seattle, USA
39
Variety of product categories
including ice-cream, biscuits
and tea.
Seasonal ginger products fill
supermarket aisles over the last few months of
the year.
Australian Launches.
40
Consistent with global trends, the key categories for products that contain ginger are sauces & seasonings and meals.
28%
15%
12%
6%
6%
4%
3%
3%
3%
2%
2%
Sauces & Seasonings
Meals & Meal Centers
Bakery
Hot Beverages
Snacks
Processed Fish, Meat & Egg Products
Carbonated Soft Drinks
Soup
Soap & Bath Products
Alcoholic Beverages
Juice Drinks
41
Products launched with ginger as an ingredient in the last 3 years N=268
14%
3% 2% 2% 2% 0% 0% 0% 0% 0%
-1% -1% -1% -2% -3%
-4%
-9%
-15%
-10%
-5%
0%
5%
10%
15%
20%
Sau
ces
& S
easo
ning
s
Pro
cess
ed F
ish,
Mea
t & E
gg
Pro
duct
s
Sou
p
Hot
Bev
erag
es
Ski
ncar
e
Juic
e D
rinks
Sav
oury
Spr
eads
Alc
ohol
ic B
ever
ages
Oth
er B
ever
ages
Col
our C
osm
etic
s
Cho
cola
te C
onfe
ctio
nery
Mea
ls &
Mea
l Cen
ters
Sw
eet S
prea
ds
Soa
p &
Bat
h P
rodu
cts
Car
bona
ted
Sof
t Drin
ks
Sna
cks
Bak
ery
Sauces & seasonings has seen large growth in product launches over the last 12 months. Whilst still popular, bakery items have decrease in frequency of launches
42
Products launched with ginger as an ingredient in the last 3 years N=268
Claims
As we found in the international trends no additives is a particularly common claim in Australia, followed by claims relating to environmentally friendly packaging. Cues to natural and the omission of preservatives are important both internationally and in Australia – they support the consumer preference that ‘fresh is best’.
42%
33%
29%
19%
19%
18%
13%
12%
12%
9%
No Additives/Preservatives
Ethical - Environmentally Friendly Package
Ease of Use
Microwaveable
Low/No/Reduced Allergen
Gluten-Free
Time/Speed
Vegetarian
Low/No/Reduced Fat
Halal
43
Products launched with ginger as an ingredient in the last 3 years N=268
15%
10% 10%
6% 6% 5% 5% 4% 4% 4% 3% 3% 3% 3% 2%
0% -2%
-3% -4% -4% -6%
-10%
-5%
0%
5%
10%
15%
20%
Soc
ial M
edia
No
Add
itive
s/P
rese
rvat
ives
Pre
miu
m
Eth
ical
- E
nviro
nmen
tally
Fr
iend
ly P
rodu
ct
Eas
e of
Use
All
Nat
ural
Pro
duct
Org
anic
Glu
ten-
Free
Eth
ical
- E
nviro
nmen
tally
Fr
iend
ly P
acka
ge
Vege
taria
n
Hal
al
Eth
ical
- A
nim
al
Low
/No/
Red
uced
Alle
rgen
Kos
her
Tim
e/S
peed
Low
/No/
Red
uced
Fat
Bot
anic
al/H
erba
l
No
Ani
mal
Ingr
edie
nts
Sea
sona
l
Vega
n
Mic
row
avea
ble
‘Social Media’ claims have seen the largest growth over the last 12 months. Whilst ‘Microwavable’ is being used less frequently.
44
No Additives/Preservatives is the main claim used over the last 3 years and has also seen substantial growth in the past 12 months.
Products launched with ginger as an ingredient in the last 3 years N=268
21%
18%
10%
10%
9%
7%
7%
7%
4%
3%
1%
1%
Flexible
Bottle
Flexible stand-up pouch
Jar
Carton
Tray
Tub
Flexible sachet
Tube
Sleeve
Can
Rigid box
45
Products launched with ginger as an ingredient in the last 3 years N=268
Packaging formats
A variety of packaging formats are possible with most launches using flexible packaging. As we found with the global products launches bottles and jars were also common.
7%
4% 3% 3% 2% 2% 2% 1%
0%
-3%
-9%
-12%
-15%
-10%
-5%
0%
5%
10%
Flex
ible
sta
nd-u
p po
uch
Sle
eve
Flex
ible
sac
het
Tray
Jar
Tub
Can
Tube
Rig
id b
ox
Car
ton
Bot
tle
Flex
ible
46 Over the last 12 months manufactures have opted for stand-up pouches over general flexible packaging.
Products launched with ginger as an ingredient in the last 3 years N=268
Innovative Processed Launches in Australia.
47
Innovative processed ginger launches summary…
48
7 Processed ginger products in Australia are available in a broad number of categories, including alcoholic beverages, baked goods and teas. There is an opportunity to diversify and expand fresh ginger growers and distributers into processed industries.
7 Processed products use a variety of ginger formats. Including the juice from ginger, ginger root, candied ginger/ginger crystals and ground ginger. We recommend that ginger growers investigate manufacturing and processing techniques that can be applied in their business.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
49
Table Of Plenty
Table of Plenty Gingerbread Yumöla Clusters are baked to perfection with European-inspired flavours to provide a delicious breakfast cereal or a dry snack to nibble on straight from the bag. This all-natural, kosher certified wholegrain product is free from wheat ingredients, fruit, sultanas, added salt and GMO ingredients.
Goodman Fielder
Table of Plenty Gingerbread Yumöla Clusters
Praíse Secret Sauces For Vegetables Soy, Honey & Ginger
Praíse Secret Sauces For Vegetables Creamy Soy, Honey & Ginger Sauce contains 60% less fat than butter. It is ideal for snow peas, bok choy, other Asian vegetables and crispy noodle salad and can be poured over vegetables and gently heated. The product is free from artificial colours, flavours and preservatives, and retails in a 185ml bottle.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
50
Beam Global
Vodka O Apple, Ginger & Spice Vodka Drink is naturally crafted and free from artificial flavours and colours. This product retails in a recyclable pack containing four 330ml bottles.
Peters Ice Cream
Vodka O Apple, Ginger & Spice Vodka Drink
Connoisseur Butterscotch & Gingerbread Gourmet Ice Cream
Connoisseur Butterscotch & Gingerbread Gourmet Ice Cream is new to the range. This product comprises gingerbread pieces crumbled into rich butterscotch flavoured ice cream with a swirl of Chai flavoured syrup, and retails in a 1L pack.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
51
The Original Juice Company
Original Juice Co. Black Label Gingerade Quencher is now available. This fruit juice drink retails in a recyclable 1.5L bottle.
Woolworths
Original Juice Co. Black Label Gingerade Quencher
Woolworths Free From Gluten Gingernut Biscuits
Woolworths Free From Gluten Gingernut Biscuits are golden gingernut biscuits with an irresistible ginger crunch. This vegan and vegetarian product is free from gluten, dairy, lactose, egg, artificial preservatives, colours and flavours. It retails in a 155g pack.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
52
Angove's
Stone's Premium Ginger Beer has been repackaged featuring a competition to win a Harley Davidson XL 1200c. The product retails in a pack, containing 6 x 330ml recyclable bottles.
SodaStream
Stone's Premium Ginger Beer
SodaStream Soda Mix Ginger Beer Flavoured Drink Concentrate
SodaStream Soda Mix Ginger Beer Flavoured Drink Concentrate is a flavoured drink concentrate with sugar and sweeteners. This kosher certified product is prepared by just fizzing water to enjoy it and retails in a 500ml pack sufficient to make 12L of sparkling drink.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
53
Kirin Brewery
Kirin Fuji Apple & Ginger Cider is a premium cider infused with a hint of refreshingly crisp Fuji apple and mouth-watering ginger. The product retails in a 500ml recyclable bottle.
Alexandra Fine Foods
Kirin Fuji Apple & Ginger Cider
Alexandra's Sticky Date & Ginger Rice Pudding Mix
Alexandra's Sticky Date & Ginger Rice Pudding Mix is a gluten free product handmade in New Zealand. It contains no artificial flavours or colours, and retails in a 230g pack that serves four.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
54
Aldi
Chef's Cupboard Honey, Ginger & Soy Marinade in a Bag is said to be a chef quality sauce in a neat and tidy zip-lock marinading bag. It features no mess and no fuss and holds up to four serves of meat. This product contains no added preservatives, is 99% fat free, has no added MSG, no added artificial colours or flavours and retails in a 250g pack.
Heinz
Chef's Cupboard Honey, Ginger & Soy Marinade in a Bag
Cottee's Ginger Marmalade
Cottee's Ginger Marmalade contains no added flavours or colours. The product is available in a 500g recyclable pack.
Company:
Description:
Company:
Source: Mintel (2014)
Description:
55
Pernod Ricard
Jameson Irish Whisky with Perfectly Brewed Ginger Beer is now available. The product retails in a recyclable pack containing 4 x 333ml recyclable bottles and featuring a link to the company's Facebook page.
Manassen Foods
Jameson Irish Whisky with Perfectly Brewed Ginger Beer
On The Go Fusion Snack Apple & Ginger Trail Mix
On The Go Fusion Snack Apple & Ginger Trail Mix is a delicious trail mix that includes premium selected apples and ginger sparkles. This gluten-free snack is kosher certified and retails in a 50g pack.
In a nutshell.
56
Key findings
7 In recent years we have witnesses growth in the number of products containing ginger, with Asia Pacific and Europe in the lead. There have also been a substantial number of launches in Australia, even though it only represents 3% of the global product innovation.
7 Meals and food related products dominate the innovation, with
interesting potential innovations emerging from the USA in healthcare products. This fits with the dominance of ‘no additives or preservatives’ claims associated with recent launches.
7 This helps us to understand the consumers’ definition of health.
57
Key findings
7 The flavour of recent ginger product launches is extremely diverse; in China ginger and beef is particularly prevalent, whereas in India a stand out flavour is ginger and Masala. With these two countries currently acting as great sources of migrants to Australia, the popularity of these flavours should be taken into account in future Australian product innovation.
7 Packaging trends emphasise the popularity of the more flexible packing styles
across categories. From our review of ginger launches we also find that packing which allows consumers to see the contents of the pack are particularly popular. This will also deliver to the health cues mentioned previously.
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Key findings
7 In terms of pricing we find that the local market price for foodstuffs dictates the sale price for ginger. However, it is important to note that few global launches include the ‘premium’ claim, indicating that consumers will not pay high prices for a ginger product – unless there is discernible added value.
7 Fresh ginger prices vary greatly between Australia and USA. Locally, prices trend upwards of $20 per kilo, whilst in Seattle, USA were advertised at $3.99 per kilo.
7 In-store placement is varied globally; and is dictated by the product with which ginger is combined. As this is varied we see ginger products spread throughout stores. The fresh style ginger products can be found with fruit and veg as in Australia, while jars and pouches are found in the condiment and sauce locations throughout stores.
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Marketing activity recommendations
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1. Health will be key: products offering specific health attributes will speak to the benefit of consuming ginger – moving away from the dominance of ginger in baked goods currently in Australia, which as a category is in decline.
2. xx
3. The importance of migration: The popularity of innovations with beef and ginger flavours in China and masala and ginger flavours in India should encourage Australian innovation in these areas – specifically targeting new migrant communities for success.
Product descriptions must speak to consumer needs: consumers seek reassurance that their chosen product is ‘good for me’, therefore the global prevalence of the claim no additives or preservatives in ginger innovation indicates the path that Australian innovation should follow.