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Fresh. Top Trends in. The Fresh Connection! May 19, 2016

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(1)

Fresh

Top Trends in

The Fresh Connection!

(2)

FMI is the trade association that

serves as the

voice of food retail

.

We assist food retailers in their role

of

feeding families and enriching

lives

.

(3)

FOOD SAFETY & DEFENSE

GOVERNMENT

RELATIONS PRIVATE BRANDS SUPPLY CHAIN CENTER STORE CONSUMER & COMMUNITY AFFAIRS INDEPENDENT OPERATOR TECHNOLOGY

The Association:

Our members are food retailers, wholesales and

suppliers of all types and sizes

FMI provides comprehensive programs,

resources and advocacy for the food, pharmacy

and grocery retail industry

(4)

Fresh @ FMI

Emphasis on fresh

• Produce

• Meat

• Seafood

• Deli/In-store, fresh prepared foods and

FMI is committed to the growth and success of fresh

companies and their partners. FMI provides resources

and networks that support the interests of member

companies throughout the global, fresh produce supply

chain, including family-owned, private and publicly

traded businesses as well as regional, national and

international companies.

Rick Stein

Vice President, Fresh Foods

Food Marketing Institute

(5)

FMI Fresh Foods

Research and Education

In-depth information, trends and

Networking

Share ideas, explore best

Advocacy

(6)

FMI Fresh Executive Committee

John Ruane (Co-Chair)

Ahold USA

Rick Steigerwald (Co-Chair)

Lund Food Holdings, Inc.

Tom DeVries (Past Chair)

Giant Eagle, Inc.

Jason Anderson

Affiliated Foods Midwest Cooperative, Inc.

Bill Artman

Giant Eagle, Inc.

John Beretta

Albertsons, LLC

Dave Bornmann

Publix Super Markets, Inc.

Scott Bradley

Target Corporation

Alex Corbishley

Target Corporation

Chris Darling

Albertsons, LLC

Jerry Edney

Associated Wholesale Grocers, Inc.

John Grimes

Weis

John Haggerty

Burris Logistics

Mark Hilton

Harris Teeter LLC

Christopher Lane

Wakefern Food Corporation

Mike Malone

Brookshire Grocery Company

Pat Pessotto

Longo Brothers Fruit Markets Inc.

Jerry Suter

Meijer, Inc.

Geoff Waldau

Delhaize America

Dan Wampler

Hy-Vee

Blaine Bringhurst*

Price Chopper Supermarkets

Steve Mayer*

Schnuck Markets, Inc.

Nicole Wegman*

Wegmans Food Markets, Inc.

* Silent members(*)

The FEC seeks to

• identify areas of

collaboration across all

fresh foods departments

• promote understanding

and cooperation

throughout the industry

and with sister fresh

associations

• maximize common

learning’s between fresh

categories and to create a

vision of leadership for the

entire fresh category

(7)

FMI Fresh Foods Leadership Council

John Ruane (Co-Chair)

Ahold USA

Rick Steigerwald (Co-Chair)

Lund Food Holdings, Inc.

FEC Members

FMI Fresh Executive Committee

Glen Dolezal

Cargill

Chris DuBois

IRI

Michael Eardley

International Dairy-Deli-Bakery Association

Paul Mastronardi

Sunset Grown Produce

Michael Higgins

Hussmann

Henry Pellerin

Hill Phoenix

Jeff Oberman

United Fresh Produce Association

Janet Riley

North American Meat Institute

Tristan Simpson

Ready Pac Foods, Inc.

Joe Watson

Produce Marketing Association

Joe Weber

Smithfield Foods Inc.

Art Yerecic

Yerecic Label

The FFLC is..

Comprised of FMI Member

companies, industry trade

association and fresh

focused knowledge partners

(8)

Our study focused on finding the keys to high performance

Objective

Inputs

Define the major trends that are driving Perimeter sales outperformance and

will directly impact long-term success of retailers and suppliers over the next

3-5 years

(9)

Consumer

Demands

Industry

Response

5

Trends

(10)

Major Conclusions

Trends are still in the early stages of

growth

Embracing these trends drives sales

outperformance

Pursuing trends requires strategic

perspective across departments

Trends will set foundation for next

generation of retail business success

(11)

Connected Consumer

3

(12)

The Consumer Landscape:

Dynamic Change, Enormous Opportunity for Growth

…with

increasingly

varied needs

…in a

fragmenting

retail landscape

…with dramatically

more complex

media stimuli

…requiring

personalization

Shoppers are

more diverse

than ever

Changing family

makeup and decision

making process

Increasing ethnic

diversity among US

shoppers

Quest for value =

quality, price and

assortment

Importance of

convenience and

shopping experience

Multi-channel

shopping and

channel blurring

eCommerce replacing

brick & mortar with

new business models

(home delivery,

click and pickup)

From the 1970’s 500

to today’s 5,000 ads

per day

Increasing shift in

mobile - $105B in ad

spend by 2020 on

mobile platforms

alone

The new

path-to-purchase leverages

digital, social,

mobile media

A tailored shopping

experience including

available product mix

and availability plus

(13)

Demographics Matter

Millennials became the largest population segment in 2015

SILENT

BOOMER

GEN X

MILLENNIALS

Projected Population by

(14)

334M

USA Population 2020

The U.S. Shopper is

Becoming More Diverse

309M

USA Population 2010

3M

White

10%

growth

33M

Hispanic

53%

growth

4M

Black

16%

growth

4M

Asian

15%

growth

1M

Other

5%

growth

Hispanics will account for

(15)

52%

prefer brand

updates in email

vs. text

29%

use a mobile

app to pay for

purchases

45%

say they’re early

adopters of

technology

6

hrs/day

average time

spent online

48%

say they’re unable

to function without

their smart phone

(16)

In an internet minute…

701,389

FACEBOOK LOGINS

150 MILLION

EMAILS SENT

2.78 MILLION

VIDEO VIEWS

20.8 MILLION+

MESSAGES

972,222

SWIPES

$203,596

IN SALES

527,760

SNAPCHAT

PHOTOS

38,194

INSTAGRAM

PHOTOS

(17)

The traditional Shopper Journey

(18)

Digital, social

and mobile play

an opportunistic role

in CPG shopping

(19)

Nearly half of all consumers

go online to seek coupons

and sales from coupon, retailer

(20)

Consumers are

more likely to search

retailer sites than

they are to visit

(21)

Social Media is a less

influential factor in shopping

planning, but a critical partner

in education and

meal

planning which sets the table

for overall planning.

(22)

Millennials are the trailblazers of

shopping planning.

(23)

More

than 25%

Look for recipes online;

more of a factor among

Millennials and GenX vs.

(24)

Over a third compare

prices; Millennials are

most likely to compare

at-home and in-store

(25)

80%+

75%

3 in 4 shoppers claim to

use online resources at least as

frequently as they have in the past

(26)

About half of all shoppers still

use newspapers, store

circulars, and magazines to

plan-shows the impact of "old

traditional methods”, but far

below measures of just four

years ago

(27)

Total

Millennials

GenX

Younger

Boomers

Older

Boomers

Use Of Online/Digital Resources Related To

Shopping For Fresh Foods Vs. Last Year

The Digital Divide Is Alive

(28)

Are the Trailblazers, finding

it very important to

plan by shopping online.

Millennials and Gen X are

driving the pioneering by

being more inclined to find it

very important to go online to

plan their shopping.

(29)

Over 60% say they do less than 30 minutes

of grocery prep – 11% do nothing at all

Total

Millennials

GenX

Younger

Boomers

Older

Boomers

No planning

11%

9%

13%

9%

10%

< 30 minutes

49%

47%

44%

55%

57%

30 minutes - <1 hour

24%

25%

24%

23%

24%

1 hour

11%

13%

14%

8%

7%

(30)

Impact on

Fresh

Can we change to

meats, bakery,

breads and fruits

(31)

Some perimeter categories have similar levels of

digital pre-tail activity as center store

% using any digital device prior to going to the store

48%

Personal Care

46%

Frozen Food

42%

OTC Medications

37%

Non-Alcoholic

Beverages

Significantly

more Millennials

used digital

pre-tail than

shoppers 35+

(32)

35%

34%

15%

14%

5%

53%

No Pre-Shop

Activities

46%

Pre-Shop

Digital

Activities

Total Grocery

20%

22%

6%

9%

5%

68%

No Pre-Shop

Activities

31%

Pre-Shop

Digital

Activities

Fresh Foods

(33)

List making among

meat/poultry buyers

81%

of Meat/Poultry

buyers made a list

90%

yet

(34)

Once purchases

are made

14%

talk about their

experience digitally

QUICK FACT:

Across CPG categories,

Millennials are significantly

more likely to take some

type of post-purchase

action than those

shoppers aged 35+

(35)

The Digital

Mindset

(36)

The most digitally savvy segment,

Digitize Me!,

has doubled

25%

Digitize

Me!

24%

Show Me

the Money

21%

Technophobes

16%

Wired for Work

15%

(37)

Sees ad online while reading

about creative slow cooker ideas

Grabs phone to

add items to

shopping list app

Back to computer to

check retailer ads

Opens the store’s app at

checkout to save on her

purchase

Prices are best at her favorite local

store so she heads there

Completes list and chooses

her favorite store because

its own app provided early

notification to upcoming

online specials

Digitize Mom seeks help on

Parents.com for fast and nutritious

family meals

(38)

The Digitize Me! Segment is at the forefront of

creating a new path to purchase for CPG products

PRE-STORE

IN-STORE

(39)

The most digitally engaged shoppers will lead the way

Make it

simple

Help me balance

convenience

and savings

Enable me to

Help me but don’t

intrude

Let me have

control

(40)

Start activating

where they live

(41)

To start activating

now in media they

consume

Preferred

Magazines

(42)

Preferred

Websites

(43)

Preferred

TV

Networks

(44)

To start activating now

where they shop

(45)

The Winning

Recipe…

Limited planning time requires compelling digital

content to engage consumers and shoppers

Shoppers are more apt to seek shopping ideas

from retailers’ websites; opportunistic for both

retailers and manufacturers

Connect with Millennials with unique recipe ideas

to drive shopping trips

(46)

Now Hear This…

Digital marketing

is

not a passing fancy

, but a

real

necessity to win

with today’s—and

tomorrow’s shoppers

But,

don’t throw the “baby out with the bath

water”

—traditional marketing is, and will remain,

a vital part of the knowledge and planning

process.

Millennials are as likely to use

traditional marketing

to plan as their older

counterparts

Recognize the

importance of social media to

promote and leverage social issues

like

Anti-biotic free, Non-GMO, organics and other

(47)

2016 Individual Trend Launches + Education Plan

Jan 28

Feb 25

Mar 30

Apr 28

May 19

June

Food

Transparency

Fresh

Prepared &

Specialty

Foodservice

New Supply

Chains

Next:

Connected

Consumer

Convenience

FMI Connect

Refresh/Update

Content Plan

Communication

Plan

Webinar

Webinar

(48)
(49)

Thank You!

Larry Levin

Larry.Levin@IRIWorldwide.com

(818) 450-7614

Rick Stein

VP, Fresh Foods

Rstein@fmi.org

(301) 377-2779

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