july 2008 igd overview nick downing, sales manager getting on trend for tomorrow's shoppers...
TRANSCRIPT
July 2008
IGD OverviewNick Downing, Sales Manager
GETTING ON TREND FOR TOMORROW'S SHOPPERS
Gerardine Padbury,Senior Consumer Analyst, IGD
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• International organisation based in the UK specialising in:
• grocery retailing,
• supply chain,
• category management
• shopper research
• Over 600 voluntary members spanning the demand and supply chain
• Research focuses on the major international developments
• Charity raising funds through international trading company
Overview of IGD
IGD providing thought leadership at the heart of the food and grocery industry
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Future Shoppers
Key trends shaping tomorrow’s shopper
Generating insight about tomorrow’s shopper
Source: IGD Consumer Unit, 2008
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Choice Challenge
Source: IGD Consumer Unit, 2008
‘Choice is good’Too much choice can impact sales
Choice editing
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Satisfying Niche Demands
Source: IGD Consumer Unit, 2008
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Even customising to the individual
Source: IGD Consumer Unit, 2008/Springwise.com
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The drivers for the masses…
Health and Wellness
Premium/Indulgence
Production Values/Ethics
Convenience
Source: IGD Consumer Unit ‘The Next Big Food Thing’ 2006
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Delivered in a variety of ways
Indulgence, luxury
Health, nutrition, wellness
Convenience
Production Values & Ethics
•Exclusive•Speciality•Brands
•Customized•Tasty•Exotic
•Pre-prepared•Food to go•Packaging
•Single serve/portions
•Organic•Fairtrade•Local•Country of Origin
•Assurance Schemes•Environmentally friendly
•Added Health Benefits
•Organic•Fresh
Source: IGD Consumer Unit, 2007
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25
15
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14
23
1112
2003 2004 2005 2006 2007 2008
Locallyproducedfood
Organic
Fairtrade
High animalwelfarestandards
Sharp rise in ethical purchasing
Source: IGD Consumer Unit, 2008
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Many have begun to shop ethically
69%
55% 53%48%
32%52%
37%31% 33%
23%
Animal welfare Local/ British Environ-mentallyfriendly
Fairly tradedproducts
Organicproducts
Source: IGD Consumer Unit, 2008
Interested in Actively look to buy
75% are actively looking to buy at least one
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Mapping the different ethical shopper segments
No. of ethical shopping areas interested in
No.
of e
thic
al s
hopp
ing
area
s ac
tive
ly lo
ok
to b
uy
Ethical Evangelists
15%
Aspiring Activists
21%
Focussed Followers
27%
Blinkered Believers
16%
Conscience Casuals
21%
Source: IGD Consumer Unit, 2008
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Responding to ethical demands
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25
18 1916
2003 2004 2005 2006 2007 2008
...foods thatcontribute tomy 5 dailyportions offruit & veg*
...food freefrom artificialcolours &flavours
…'functional'foods
Purchasing for health also increasing
Source: IGD Consumer Unit, 2008
* Statement included from 2004
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Health claims which encourage purchasing
Natural 61%
Added 35%
Low or reduced 66%
10%23%14%
5%25%
4%
1%
18% not influenced by any of the claims mentioned to purchase food and drink
Source: IGD Consumer Unit, 2008
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Benefits for older shoppers
Aged 60-64 Aged 65-69 Aged 70-74 Aged 75+
Lowers cholesterol
Good for heart
Reduces signs of ageing
Whereas with Benecol, I was told at the hospital that they are the
best for cholesterol and everything and that was the hospital.
Well we know cholesterol's bad for us so
we’ll have that
Tick marks indicate where numbers are significantly different to shoppers in younger age groups.Source: IGD Consumer Unit, 2008
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Benefits for parents
Tick marks indicate where numbers are significantly different to shoppers with no children under 16 years old
Child aged 0-5
Child aged 6-9
Child aged 10-15
Strengthens bones
Boosts Energy
Helps support body's defences
Maintains healthy weight
Sustains blood sugar levels
Feel fuller for longer
Improves concentration
I think you know that Calcium is going to be strong for the bones.
Source: IGD Consumer Unit, 2008
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Responding to health demands
Source: IGD Consumer Unit, 2008
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Ticking more than one box
ProvenanceEthical Health Convenience Indulgence
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Ticking more than one box
ProvenanceEthical Health Convenience Indulgence
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Packaging innovation
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Innovating for tomorrow’s shopper
• Understand the big trends
• What is happening in the wider environment
• The role of science and technology
• Learn from other industries
For further information please contact:
For more information on IGD commissioned research:
http://www.igd.com/bespoke
For more information on IGD’s Shopper Online:
http://www.igd.com/theshopper
Gerardine Padbury
[email protected] or 01923 851 906