From the pages of Jim Prevor’s Perishable Pundit
We accept been advantageous to accept experts from Kantar allotment their insights into abounding subjects, and we’ve profiled these presentations in pieces such as these:
Kantar Worldpanel Execs Present Aftermath Case Studies Demonstrating Power Of Abstracts At All-around Barter Symposium Co-Located With The New York Aftermath Show And Conference
Chris Cowan Of Kantar Worldpanel UK Shares His Data-Strong Insights On The Aing Of Aftermath Retailing At The London Aftermath Show And Conference
These presentations are consistently data-rich and, we’re advantageous that Kantar afresh appear a new study: WINNING OMNI-CHANNEL: Award Advance in Reinvented Retail.
We are abnormally captivated to accept Stéphane Roger, All-around Client & Retail Director at Kantar Worldpanel, accompany us in Amsterdam to explain the abstraction allegation and to cull out a appropriate abysmal dive into the abstracts to highlight appropriate insights about the role of beginning foods in this reinvented retail world.
We asked Pundit Investigator and Appropriate Projects Editor Mira Slott to acquisition out more. Today we are active Allotment I of Mira’s chat with Stéphane, in which he capacity ten key allegation from the research. Allotment II will lay out added specifics in the abstracts mix that has led Stéphane to these conclusions:
STÉPHANE ROGERGlobal Client and Retail DirectorKantar WorldpanelBarcelona, Spain
Q: Your new Kantar Worldpanel report Winning Omni-Channel: Award Advance in Reinvented Retail, is absolutely abundant and ample in scope. [The address explores all-around fast-moving customer appurtenances (FMCG) and retail trends, attractive at how to drive advance through altered lenses: geographies, targets, and types of brands, whether bounded or global, branded or private. It assesses the appulse of channels including e-commerce and discounters — the two fastest-growing channels, and it provides an continued eyes of out-of-home (OOH) and how the FMCG barter will abide to change with the OO (online and offline) proposition.]
Will you be basing your presentation on the report’s findings?
A: Yes. What I did is abstract 10 “ingredients” of how to drive added retail and to advice the industry acquisition new agency to abound in an omni-channel environment, which is a big affair now. A above award in the address is that affiliation of offline and online is a must-have.
Q: The Amsterdam Aftermath Summit seizes on this phenomenon. Our ambition is to accompany key thought-leaders and influencers from the all-embracing produce/retail industry to accept omni-channel’s furnishings on accepted and aing sales and profits of beginning fruits and vegetables and strategize solutions to break aggressive and succeed.
Let’s alpha with your 10 ingredients… It sounds like you accept a acceptable anatomy for your presentation, and from there we can assignment bottomward on how these capacity administer to the beginning aftermath industry. As we altercate these issues, I’m acquisitive you can braid in the role of beginning aftermath aural that offline and online integration, additional tie aggregate aback to what this archetype is activity to beggarly for the beginning aftermath industry.
A: OK. I appetite my presentation to be advantageous to the arch retailers and assorted all-around aftermath accumulation alternation admiral in the audience. The address is added absolute in its analysis, attractive at all CPG categories, one of which is beginning foods and aural that articulation beginning produce…I will go into some areas of beginning food, but it will be difficult to do that with attention in best cases.
Q: No worries.Our readers are experts on produce. They can draw abounding access and inferences as to how things will assignment in aftermath from your added accepted research. It will be accessible back you can hone in on issues that are specific to beginning aftermath and accompanying items such as able meals, etc.
A: I’ll get appropriate into the “ingredients” annual then:
FIRST, the big advance in CPG is over. We’ve apparent an evolutionary arrest in the amount generated by CPG over the years. It’s abundant added complicated than anytime for retailers and articles alike, and this is absurd to change, based on fact-based data, which I’ll breakdown from the report.
SECOND, we charge to see the fragmentations and categorizations in growth. E-commerce is booming with 16 percent growth, and added amount models, such as discounters and cash-and-carry, are ascent bristles percent, so the bulletin actuality is if you appetite to accept growth, you charge to accept a amount strategy.
THIRD, as these categorizations of e-commerce, discounters, and cash-and-carry are growing, it agency hypermarkets and supermarkets are on the decline. The claiming is for the industry to body an incremental proposition.
The FOURTH point is to say in agreement of acceptable the market, we charge to change the way of aing it. Ten years ago, we acclimated to do a hypermarket bazaar mix, and it was enough, but now 76 percent of Fast-Moving Customer Appurtenances (FMCG) amount advance comes from channels alfresco of hypermarkets and supermarkets. I’m not abiding our audience in the industry are attractive adamantine abundant at these added channels, so this is a alarm to action. Taking advantage of this advance should be axial to every strategy, but auspiciously accomplishing so agency accepting an avant-garde compassionate of their makeup.
The FIFTH ingredient in active advance is about activating the appropriate levers in this burst environment; cartography is a big one; and targeting customer segments is addition way of architecture growth.
The SIXTH point is accompanying to clandestine characterization brands growing as discounters aggrandize about the world, and consumers appeal beneath big-ticket options. Abnormally with retailers announcement their own brands, the possibilities of affairs absolute to customer afterwards middlemen accept grown.
Number SEVEN… I’ll allocution in added abyss about how e-commerce is booming, and the apple of contrasts by cartography and by categories, and amid countries, the big differences as well.
EIGHT, hypermarkets and supermarkets are in trouble; still accounting for 49 percent CPG, they’re disturbing but not dead. We see abundant concepts growing in China, area beginning aliment is in the center, and there is a bigger beginning accent in the new model.
My NINTH point… audience charge to accept a activity to represent abounding categories, and they charge to accept a accessory omni-channel approach.
And TEN, if you’re attractive for a activity to abound and access amount in the industry, it’s about alluring new shoppers added than accepting added adherence of consumers you already have. If the advance is fragmented, the way to abduction this advance is with bounded brands.
Q: Thanks. These are accomplished credibility and guidelines for aftermath retailers and suppliers to understand. I would now like to dive a little added into some of these ingredients. First of all, I apperceive you acknowledgment Fast-moving Customer Appurtenances and sometimes alloy this class appellation with CPG, but I would like our readers to accept what you beggarly by this appellation and how big of a allotment FMCG has on the all-embracing market…
A: You accept grocery, beginning foods, domiciliary products, adorableness products, beverages and added products… bristles or six big sectors that you can acquirement in abundance or online.
Fresh aliment (meats, fish, vegetables, fruits) represents 28 percent of amount generated. This is the allotment of the all-around market, so it is a big sector. What’s absolutely absorbing is there are lots of differences amid regions. In the U.S., this articulation alone represents 12.6 percent; in Europe, it is 22 percent; and in China, it is a whopping 66.
Q: That’s a huge difference…
A: In China, beginning aliment barter is actual important, and the abundance of acquirement of beginning aliment is absolutely different. In U.S., you accept boilerplate 39 occasions, or trips, per year to buy fresh, but in Europe, it is 107, and in China, it is 116 occasions per year, a massive difference.
In agreement of client profile, it is absorbing to see the best important ambition for beginning aliment is the chief market. For the all-around population, the amount generated is 28 percent allotment of bodies overall, but beginning aliment represents 31 percent for seniors globally.
Again, there are actual important differences in assorted regions. At the Summit, we will go through, Europe, China, North America – the differences can be striking.
Fresh aftermath is over-indexed for seniors in citizenry as well. Globally, highlighting the advance in beginning produce, avocados represent 11 percent growth; berries 8 percent; appearance 4 percent; and broccoli 4 percent growth. I’ll accept a lot added to altercate at the Summit.
In abounding countries, amoebic aftermath is still a niche, apery 5 percent of beginning food, but it is growing actual fast in countries, such as Germany, Spain, the UK and France, area there is bright appeal on this blazon of products.
When talking about chief bodies compared to adolescent households, in agreement of channels acclimated to buy beginning produce, such as e-commerce or hypermarkets, adjacency is absolutely important back talking about channel. Supermarkets represent 46 percent of the seniors’ spend, but for adolescent people/households, supermarkets represent alone 36 percent.
For beginning aliment specialty aliment (special fish, butchered meat, etc.), seniors represent 29 percent of the all-around spend, adolescent bodies annual for 7.3 percent.
These are the channels area the industry should focus on. This is area the capital ambition is shopping.
When comes to e-commerce, alone two percent of the absorb comes from chief people, while 10 percent of ambition comes from Millennials. That is a big difference.
This is to accent the charge to focus on beginning foods, this is a altered hypothesis to accept back we allocution about beginning aliment because chief bodies are a big ambition and accept a altered way of shopping. They are not into e-commerce as much, but that may be changing.
There absolutely is big allowance for big abeyant for beginning aliment in e-commerce. Technology will abide to change that, and we see some affirmation the industry is affective added beginning food.
Many acknowledgment to Stéphane for administration a broader ambience for Omni-Channel Retailing. Keep your eyes out for Allotment II and a added dive into the data.
When we apprehend his Top 10 insights, we draw this: If Customer Packaged Appurtenances are in decline, again this makes the case for prioritizing beginning aliment all the added compelling.
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