© Fairtrade 2010

WORKSHOP 2

From « hopper » to

Fairtrade loyal shopper

Ingrid Bottelberghs, Christine Englebert

© Fairtrade 2010

Part 1: key learnings market research TNS Dimarso

And GFK 2011 by Ingrid & Christine

1. Awareness

2. Purchase behaviour

3. Fairtrade engagement

4. What are our main target groups?

Part 2: Forward to basics – trends in Fairtrade by

Herman Konings

© Fairtrade 2010

Presentatie Alpro

Eerste strategische reflectie Fairtrade Max Havelaar & Alpro

1 Awareness

1 Awareness

© Fairtrade 2010

Awareness

84% gives a correct meaning towards Fair Trade. They associate Fair Trade mostly with an honest price.

84

57

24

17

923

11

10

4

22

10

5

4

3

3

183

2

1

2

2

84

57

24

23

22

183

2

CORRECTE INVULLING EERLIJKE HANDEL

Eerlijke prijs

ECONOMISCH

.Er gaat meer geld naar de producent

.Zonder tussenhandelaar

EERLIJKE HANDELSPRAKTIJKEN

.Eerlijke handelspraktijken (en controle op)

.Tegen de uitbuiting van de producenten

.Degelijke werkomstandigheden

SOCIAAL.Tegen de uitbuiting van de producenten

.Correcte levensomstandigheden

.Degelijke werkomstandigheden

.Respect\ethisch\gelijkhe id\sociale rechtvaardigheid

.Zonder kinderarbeid

Handel van producten afkomstig uit derde wereldlanden

KEURMERKEN

.Producten verkocht in wereldwinkels (Oxfam)

.Producten verkocht onder he keurmerk Max Havelaar

ONTWIKKELINGSWERK

.Ontwikkelingshulp

Wat verstaat u onder eerlijke handel / Fairtrade?

Niet correcte invulling

Artisanaal\ambachtelijk 5Biologische producten\ gezond 3

Duurdere producten 2Wereldhandel\uit land van herkomst 2

8© 2012 TNS

© Fairtrade 2010

52

67

52

73

56

70

3 27

2

63

56

2 15 6

MAXHAVELAAR

Wereldwinkels(Oxfam)

Supermarkten Colibri Andere Weet niet

2009 (n=725) 2010 (n=711) 2011 (n=690)

The general awareness of Fair trade organisations stays stable: around 70%. The spontaneous awareness of Max Havelaar is increasing from 56 to 63 %.

Welke dergelijke organisaties of keurmerken kent u? (spontaan)

72 70 69

Kent organisaties of keurmerkendie actief zijn in Fairtrade

2009 (n=1008)

2010 (n=1012)

2011 (n=1000)

% op basis: Allen

Significante verschillen t.o.v. 2010

10

Awareness

© Fairtrade 2010

79

6056

78

6055

78

70

62

Fairtrade Max Havelaar Herkennen Logo Kennen zowel naam als logo

2009 (n=1008) 2010 (n=1012) 2011 (n=1000)

The aided awareness of Fairtrade Max Havelaar remains at the same level. More respondents recognise the logo and are familiar with the name.

Kent u Fairtrade Max Havelaar, al was het maar van naam ? Kent u dit logo?

12© 2012 TNS

Awareness

© Fairtrade 2010

79

90

72

63

89

65

78

90

73

61

91

63

7885 87

63

89

65

Totaal (allen)(n=1000)

Vlaanderen(n=578)

Brussel(n=99)

Wallonië(n=323)

Nederlands(n=535)

Frans(n=465)

2009 (n=1008) 2010 (n=1012) 2011 (n=1000)

Especialy in Brussels the awareness of Max Havelaar is growing spectaculary. In the Walloon part of Belgium we stay stable but we still stay behind of Flanders.

Kent u Fairtrade Max Havelaar, al was het maar van naam?

REGIO TAAL

13© 2012 TNS

Awareness

© Fairtrade 2010

79

63

70

8288

63

73

8380

8278

67 66

80

92

7572

8480 7878

6467

81

90

66

74

8178

82

Totaal (allen)(n=1000)

Low(n=143)

LoMi(n=252)

HiMi(n=257)

High(n=339)

18-24(n=61)

25-34(n=206)

35-44(n=235)

45-54(n=276)

55-64(n=222)

2009 (n=1008) 2010 (n=1012) 2011 (n=1000)Bekendheid

The higher the social class, the higher is the awareness of Max Havelaar. Max Havelaar is the best known within the age of 35+ and 55+.

Kent u Fairtrade Max Havelaar, al was het maar van naam?

SOCIALE KLASSE LEEFTIJD

14© 2012 TNS

Awareness

© Fairtrade 2010

Knowledge

2/3 of the respondents that knows Max Havelaar, mention the economical guarantee of a fair price. 1/5 also mension social aspects such as fair treatment and no exploitation.

64

46

12

6

5

2

19

13

3

3

2

9

7

4

3

2

2

2

1

3

20

64

19

9

7

2

2

2

1

3

20

ECONOMISCH

. Een faire prijs voor de producenten

. Eerlijke handel

. Controle\garantie op herkomst

. Eerlijke produkten\eerlijke produktie\ethisch

. Geen tussenpersonen\rechtstre eks aan producent

SOCIAAL

. Geen uitbuiting\eerlijke behandeling\respect

. Betere werkomstandigheden voor de producenten

. armoedebestrijding\duurzame ontwikkeling

. Geen kinderarbeid

(Betere) kwaliteit van het product

ECOLOGISCH

. Geen gebruik van pesticides of niet-bio ingredienten

. Respect van natuur en milieu

Kleinschalige productie\ ambachtelijk

Produkten uit derde wereldlanden\lokale produkten

Koffie (en andere produkten:cacao)

Negatieve opmerkingen

Andere

Weet niet

Welke garanties biedt volgens u het keurmerk Fairtrade Max Havelaar aan ?

19© 2012 TNS

© Fairtrade 2010

7/10 has trust in the label Max Havelaar as a label that gives guarantee for a stable income for smaller producers in the South. This is a bit increased in comparison with 2010.

In welke mate heeft u vertrouwen in het label Fairtrade Max Havelaar als garantie van een stabiel inkomen voor kleinere producenten uit het Zuiden waardoor ze zich verder kunnen ontwikkelen?

17 19

57 49

19

19

46

12

3 6

19

19

7468

58

2010 2011

Weet niet

Absoluut geen vertrouwen

Eerder geen vertrouwen

Noch vertrouwen, nog geen vertrouwen

Eerder vertrouwen

Absoluut vertrouwen

Geen vertrouwen

Vertrouwen

Geen vertrouwen

Vertrouwen

20

Trustworthy

© Fairtrade 2010

2 Purchase behaviour

© Fairtrade 2010

Fairtrade has managed to grow fiercely in a difficult econonomical environment.More households are buying more fairtrade products!

Evolution Fairtrade 2011

© Fairtrade 2010

FT coffee is flat ; price is declining but penetrationIs quite flat too.

FT banana’s are the best in class! A drop in price but a much higher volume

HH’s are buying more at a lower price

Sugar is performing well with more HH’s buying more FT sugar

Evolution Fairtrade 2011

© Fairtrade 2010

24.58827.373

32.4

7.2

10.8

11.4

3.9

38.4

7.3

16.3

13.5

5.0

44.4

7.1

18.6

14.1

4.8

Penetration

2011 2010

2009 2008

2007

4 consecutive periods of growth!

Has coffee reached his limits in retail with the current range?

Banana’s and sugar are still attracting more HH’s

Less buying HH’s (but more volume!)

Which product isattracting buyers

© Fairtrade 2010

78%(97)

51%(89)

44%(89)

Where bananas are bought especially without other FT

products, Coffee and chocolat are mixed with

other FT products in 1 out of 2 cases.

HH’s are mixing more between Fairtrade

products

Importance of cross selling

© Fairtrade 2010

2009

2010

2011

0 1,000 2,000 3,000 4,000 5,000 6,000

5,171

5,290

5,248

5,420

5,555

5,650

Value per buyer

Fairtrade buyerFMCG buyer

An interesting fact for retailers is the added value that Fairtrade buyers offer versus the conventional FMCG-buyers.

Value per buyer

© Fairtrade 2010

Purchase behaviourMore than 50% of the consumers want a larger offer of Fairtrade products in their shop.

Wenst u een ruimer aanbod van Fairtrade producten te hebben in de supermarkt waar u het vaakst uw boodschappen doet ?

Ja Nee

58

42

5248

59

41

54

47

83

17

TOTAAL (n=1000) Delhaize (n=201) GB\Carrefour (n=158) Colruyt (n=399) Lidl (n=49)

© Fairtrade 2010

Purchase behaviourEspecially Fairtrade bananas, fresh fruit, rice, organge juice are on the wishing list.

Welke Fairtrade producten zou u graag zien in de supermarkt waar u het vaakst uw boodschappen doet ?

Wenst ruimer aanbod aan

Fairtrade producten

58%

54

49

49

47

42

27

27

23

15

Bananen

Vers fruit

Rijst

Fruitsap

Groenten

Wijn

Honing

Kleding, textiel

Cosmetica

© Fairtrade 2010

Fairtrade engagement 3

3 Fairtrade engagement

© Fairtrade 2010

Fairtrade engagement 2006 > 2011

• Quality products

• General respect for the planet (environment & people

• sustainibility)

• Guilt

• Solidarity with the South

One directionFairtrade = Van het Noord naar

het Zuiden

Fairtrade = cooperation between N & S. Fairtrade is the binding element from N to S and from S to N

Fairtrade

2011

© Fairtrade 2010

WHAT?

• Especially: food• Coffee, tea, wine, juices• Bananas• Chocolate/nuts• Sugar/honey• Rice

• Also: gifts

• Less: clothes

WAAR?

• Mostly: Delhaize, Colruyt, Carrefout• Also: Oxfam wereldwinkels

WHEN?

• Mostlly: during the regular weekly shopping

• Also: for special occasions, party, reception,…

• Less: specific shopping for 1 product f.ex. in a specialised shop

Purchase

behaviour

Fairtrade engagement

© Fairtrade 2010

A brand + Fairtrade Max Havelaar

+ offers more credibility to the ‘honest’ character of the brand/product

+ A-brand that is engaged in Fair Trade and have a ‘fair’ image on its own, clearly gain more credibility from the consumers.

© Fairtrade 2010

Fairtrade engagement

• Quality:• A natural, pure, healthy and good tasting product

• Sustainable, with respect for our earth and its natural sources• Taking care of our future generations

• Contribution• On economical, ecological and social terms

• Discover new things, buy something special/different• New tastes, new smells, …• Not everyday food such as purple rice, blue crisps,..• A product with an added value, with a story to tell

MOTIVATIONS

© Fairtrade 2010

• Price: 23 % • Accessibility: 22%

• Need for bigger offer of Fairtrade products at the supermarket• Visibility at the point of sales: 20%

• The Fairtrade range does not ‘stand out in the crowd’. Many consumers don’t see the product. There is a need for more Fairtrade exposure (Fairtrade route in the supermarket, communication toolkit with floorstickers, wobblers, shelftalkers,…)

• Lack of information: 10%• The added value of Fairtrade is often not sufficiently communicated. There is a need for

more info about the effect of Fairtrade in a story telling way.

• I don’t know, I don’t think about it: 29%

PITFALLS

Engagement Fairtrade

© Fairtrade 2010

4 Target groups

© Fairtrade 2010

HH% Buyers% Volume% Value%2010

7.1 6.6 9.2 9.2

6.4 6.5 4.6 4.5

11.4 10.0 6.9 6.4

24.9 25.9 32.728.3

12.9 12.212.0

11.6

12.411.3

13.014.1

8.49.2

5.15.3

16.5 18.5 16.520.6

Fairtrade Profile 2010

Wealthy pensioner

Pensioner lim inc

Single >40y

Costwinner (2p,1inc)

Wealthy HH with kids

HH kids lim inc

DINK (2p,2inc)

Young single

HH% Buyers% Volume% Value%2011

7.2 6.4 7.5 7.2

6.8 6.38.4 7.0

10.48.3

6.8 7.2

26.626.3

30.528.3

12.213.1

10.611.5

12.411.7

11.611.6

7.78.5 4.8

4.7

16.7 19.4 19.8 22.6

Fairtrade Profile 2011

Wealthy pensioner

Pensioner lim inc

Single >40y

Costwinner (2p,1inc)

Wealthy HH with kids

HH kids lim inc

DINK (2p,2inc)

Young single

Growing importance for wealthy retired HH’s.DINK’s have gained share.

© Fairtrade 2010

Fairtrade buyers

3 Main Target Groups

1. Families with children +/- 30%

primary: PRP, mostly female

- Profile, higher income, 35+, they are convinced Fairtrade buyers because they

are concerned about the future of their kids on this planet. They share a vision in

life where values such as respect and responsibility are key.

secundary: the kids

- 80% of FMCG purchases are subscribed by kids

- Kids as influencers and kids as future clients : ‘jong geleerd is oud gedaan’

© Fairtrade 2010

Fairtrade buyers

2. Young urbans, DINK’s +/- 9%

- Cultural creatives

- Social networking is part of their daily life (Facebook, Twitter,…). They can make

or break a brand/a message,… Because of their word of mouth power they are

important ambassadors for Fairtrade.

3. Mediors

- 55+, they have more time and more financial capacity.

- Value seekers, often ‘young minds’ interested in ‘healthy enjoying’.

- They are willing to invest in a better future for their kids and grandchildren.

© Fairtrade 2010

Value for money

values for money

Consumers conshumans

Hopper loyal Fairtrade shopper

© Fairtrade 2010

Thanks for building together with us on these great results, the future is ours! And now Herman Konings take us ‘forward to basics’!

© Fairtrade 2010

Coffee break