trends and opportunities for ethnic food and drink in the uk

Ethical, measurable and creative marketing that adds lasting value to your business and generates tangible results for your campaigns; ie: *Clarity in Marketing

Sector Marketing:

What do UK consumers want?An insight into trends & opportunities for Turkish Food & Drink in the UK market.

*TBCCI Second Food Initiative Seminar24 June 2008

*Clarity in Marketing

Topics

1. UK consumer trends

2. Opportunities for Turkish suppliers

3. Brand Turkey

4. Marketing successes


1. UK Consumer Trends


Cash rich, time poor

• Eating between meals

• Eat 4.5 times a day

• Rarely plan ahead

• 42% of all eating occasions are snacks

• Trust brands over price in impulse purchases


Growth of fast, casual dining

• Heralded by sandwich consumption e.g. Subway, Pret-a-Manger, Starbucks

• Satisfy the trinity of a quick, enjoyable and healthy “out of home” experience

• Contributing to the demise of less healthy fast food alternatives


Out of home experience - at home

• 35% of food occasions are ‘eating out of home’

• Chilled ready meals and takeaways showing strong growth

• Heavy consumers of meals out of the home more likely to eat convenience in the home

• ‘Out of home experience’ is a direct threat to the foodservice industry


Key drivers: Enjoyment and practicality

• Healthier, lighter options are increasingly important

• Growth in fruit, yoghurts and mineral water

• Enjoyment and practicality still key drivers for out of home


Meal kits & healthy snacks

Bighams ‘Everyday Range’


New food product claims

Source: Food and Drink Federation


Impact of a recession

• 57% believe there will be a slowdown

– 14% will cut back on restaurants

– 20% will cut back on fast foods

– 14% will spend more at value supermarkets

– 11% will spend more on takeaways/ ready meals


2. Opportunities for ethnic foods


Ethnic foods trends in the UK

• Consumers exposed to cuisines from around the world

• Good growth in (4%) and out of home (6%)

Nutritious meals in minutes.

• Rapid increase varieties means the in home market is stabilising

• Out of home continues to grow


Waitrose Delicatezze Range

• 30+ products, new fashion food, challenging tapas

“Using the best ingredients, these mix and match dishes are perfect for picnics, a long lazy lunch or an impromptu dinner with friends”.

• Waitrose Buyer, David Stone: “Delicatezze brings together these delicious cuisines but with all the hard work already done for you.”

• Chef Silvena Rowe was inspired by the Eastern Mediterranean food of her Bulgarian and Turkish heritage. “It’s all about flavour and ingredients, and robust, honest, hearty food to share with friends and family”.

•

3. Brand Turkey


*Clarity survey 2008

• 75 adults• 5% Turkish/British Turkish• 50% holidayed in Turkey• 20% more than once• 10% have/considering home

in Turkey


Turkish brands respondents recognised


Turkish food & drink perceptions


What people think of Turkish food

TASTY

Delicious food

Freshness & Flavours

Something for all occasions

Very healthy


Foods respondents likedFood Type Enjoy It Its OK Hate it

Humus 73% 27% 0%

Shish kebabs57% 29% 14%

Stuffed vine leaves 79% 21% 0%

Couscous 50% 50% 0%

Meatballs 79% 21% 0%

Chickpeas 72% 28% 0%

Rice86% 14% 0%

Olives 79% 21% 0%

Cheese pastry58% 21% 21%

Pita bread 86% 14% 0%

Flat bread 77% 23% 0%

Meze/Tapas 79% 14% 7%


How likely are you to buy...

Food Type Very Likely Likely Other

Turkish sweets 50% 0% 50%

Turkish ready meals 29% 21% 50%

Turkish beer 36% 0% 64%

Turkish wine29% 14% 57%

Turkish fresh fruit 65% 7% 28%

Turkish fruit drinks 43% 14% 43%


Quality and price


Comments on the food

• Nothing available locally• Too heavy for lunch• Fresh, clean, an

inexpensive way to eat healthily

• Caters to various dietary requirements

• If I knew the meat was Halal

• The mezes are nice• More dessert & more

wine from across the world

• Looking at your list it does seems odd I have never been to a Turkish restaurant


Comments on the marketing

• Not a cuisine I have seen promoted as a quality choice

• As someone not familiar, the exterior look must welcome me in

• Need good reviews, word of mouth

• Greater promotion – a serious option to Thai/Tapas etc.

• Tastings, events• Slicker, modern

environments


Drivers to establishing new food types


4. Marketing successes


Being a friend of the retailer

• Research to establish consumer preferences

• Prove your case

• Advise on placement & promotion


Being a friend of the community

• Profiling• Community projects• Arts & events• Tastings• Emedia• PR


Being a friend of the consumer

• Satisfaction surveys• Environment• Choice• Impulse buys• Leaflets• Websites• Google maps, online

directories


Summary

* What we do:Market diagnosisBrand strategyCreative concept developmentEngaging communicationProject management and evaluationDesign implementation

* Contact us:Adam House7-10 Adam StreetLondonWC2N 6AA

(T) 020 7520 9251 (E) [email protected]

Ethical, measurable and creative marketing that adds lasting value to your business and generates tangible results for your campaigns; ie: *Clarity in Marketing

Download the full presentation plus a copy of our Turkish Food & Drink survey at:

ClarityInMarketing.com

Download the full presentation plus a copy of our Turkish Food & Drink survey at:

ClarityInMarketing.com

trends and opportunities for ethnic food and drink in the uk

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