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Developing Local FoodDeveloping Local Food
Paul MayfieldFood Marketing, SAC Consulting
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OutlineOutline
• Food Trends
• Future Market Changes
• Food Networks
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Changing EnvironmentChanging Environment
• Price Stabilising
– Price inflation is now slowing and consumer spending
recovering
• Shoppers interest split between higher quality products
and a focus on price
– Freshness, authenticity, origin, perceived healthiness,
environmental impact, animal welfare
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Emerging Trends - HealthEmerging Trends - Health
• Most important global trend – more so in UK
• Consumer response• Eating healthier food• Eating functional food• Eating wholegrain• Examining our diet
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Less of what?Less of what?
Prevalence of obesity (BMI > 30) in UK women 1994 - 2002Tackling Obesities: Future Choices http://www.foresight.gov.uk 2007
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Drivers – healthDrivers – health
Q3, Base: All main shoppers Source: IGD Shopper Trends 2010
%
Fat content Sugar content Salt contentNo artificialcolours orflavours
2006 2007 2008 2009 2010
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Emerging Trends - ConvenienceEmerging Trends - Convenience
• Now moving towards ‘home assembly’
• Has slipped to 2nd place• Doesn’t always meet
healthier criteria• Consumers moving to more
cooking – especially in recession
• Opposition in terms of movements like ‘slow food’
• Average food preparation times have slowed– 1 hour in 1980– 12 minutes 2002– 17 minutes 2007
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Ethical OptionsEthical Options
* Included from 2008Q6, Base: All main shoppers Source: IGD Shopper Trends 2010
%
Locally produced
FairtradeHigh animal
welfareOrganic
Environmentally friendly*
2006 2007 2008 2009 2010
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Retailer ResponseRetailer Response
• Retailers - Future focus of commercial discussionsTrading Relationship most important areas in next 3 years?
Source: IGD
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Demonstrating social responsibility Demonstrating social responsibility
Waitrose supports South African fruit producers through the Waitrose Foundation
– A proportion of the profits are passed back to South African communities
Waitrose staff at each brand nominate three local charities to support
Shoppers are involved by placing a token in the box every time they visit the store
Source: IGD Consumer Unit, 2009
Sainsbury’s have had a longstanding involvement with Comic Relief, helping to engage shoppers with Red Nose Day
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Food as EntertainmentFood as Entertainment
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Consumer ResponseConsumer Response
49
37
36
24
23
18
16
15
14
11
5
4
43
29
27
14
23
18
19
13
3
5
17
14
0% 10% 20% 30% 40% 50% 60%
Better food planning
Resealable packaging
Smaller portion sizes
Recipe ideas to use leftovers
Longer shelf life on food
Advice on how to tell if food is still okay to eat
Food recycling schemes
Incentives to compost food
Temperature sensitive labels
Food tags which sound when food is near bestbefore/use by date
Charging according to the amount thrown away
Food prices increasing
% main shoppers (all mentions)
2009 2007Source: IGD Consumer Unit, 2009
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Reasons to cook from scratchReasons to cook from scratch
32
29
25
24
21
21
19
18
16
13
11
33
29
25
19
18
9
14
12
21
15
22
0% 10% 20% 30% 40%
I enjoy cooking
I t is healthy
I get the taste I like
Value for money
I know the ingredients
Ingredients are fresh
I have the time
I t is quick and easy
Like experimenting
Satisfying to cook for others
Lots of variety
% main shoppers (all mentions)
2009 2004
The main reason mentioned in favour of cooking from scratch is the enjoyment factor (32%). Almost three in ten (29%) are motivated by health while a quarter (25%) cooked from scratch to achieve good tasting food.
There has been a significant increase in the numbers of shoppers who believe that cooking from scratch provides value for money (increasing from 19% in 2004 to 24%).
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Promotions and the RecessionPromotions and the Recession
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Recession - the market response?Recession - the market response?
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Market Trends: SummaryMarket Trends: Summary
• Consumers are looking for Value but not neglecting their Values
• Many of the Values are intangible
• Price is important but not the only factor
• Values need to be communicated – the story
• Emerging signs of recovery
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Producer ResponseProducer Response
“The increase in worth of a product or service as a result of a particular activity.”Chartered Institute of Marketing
“Value is the benefit for which consumers are willing to sacrifice price.”
– Benefits > sacrifice = Good value
– Sacrifice > benefits = poor value
Adding Value
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Examples of Adding ValueExamples of Adding Value
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What Value Can Food Have?What Value Can Food Have?
• Texture, taste and aroma• Convenience• Shape, size and flexibility• Packaging• Service• Information and advice• Reassurance and traceability• Local production• Storability (e.g. shelf life, freezability)• Animal welfare• Nutritional content
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% of all respondents who agree to the Statement ‘I Try To Buy Local Produce Whenever I Can’
TNS Worldpanel – 52 W/E 9th September 2007
() - % change v 2006
Buying local nowBuying local now
32.7
36.837.6
31.9
36.738.1
20
22
24
26
28
30
32
34
36
38
40
52 w/e 13 Aug 06 52 w/e 12 Aug 07 52 w/e 10 Aug 08
Total UK Scotland
(X10)
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Reasons for buying local foodReasons for buying local food
Reasons w hy it is important to buy local foods, FSA 2007
0% 10% 20% 30% 40% 50% 60%
Supports local businesses
I know w here producers are
Supports local area / community
Less air miles
It’s safer
Less pollution
Fresher
It’s cheaper
Quality / better food
Tastes better
Other
Don’t know
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Helping the ConsumerHelping the Consumer
• Helping to reduce food waste, • Provide recipe suggestions - encourage shoppers to use
leftovers• Make it as quick and easy as possible• Help the resurgence in home cooking.• Focus on the price conscious yet ethical and health
focussed shopper.
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Taste of ArranTaste of Arran
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Savour the FlavoursSavour the Flavours
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Savour the Flavours
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Argyll & Bute Agricultural ForumArgyll & Bute Agricultural Forum
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Skye & Lochalsh Food LinkSkye & Lochalsh Food Link
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Orkney Quality Food & DrinkOrkney Quality Food & Drink
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Orkney Quality Food & DrinkOrkney Quality Food & Drink
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ResourcesResources
Thank You
Your questions & comments?