Download PDF Presentation - Produce Marketing Association

A FRESH, GLOBAL PERSPECTIVE
ON PRODUCE
TURNING TRENDS INTO MARKETING
STRATEGIES
PRODUCE MARKETING ASSOCIATION
IN THIS SESSSION, WE’LL COVER:
1
KEY PRODUCE PURCHASE DRIVERS
AND REGIONAL DIFFERENCES
- HEALTH
- SUSTAINABILITY
- CONVENIENCE & SNACKING
2
OPPORTUNITIES TO LEVERAGE FOR
PRODUCT PROMOTION
PRODUCE MARKETING ASSOCIATION
FRESH FOODS
COMPRISE 30-60%
OF TOTAL GROCERY
SPENDING
MEAT
Nielsen Global Fresh Foods Report
FISH/
SEAFOOD
FRUIT/
VEGETABLES
DAIRY
BAKERY
DELI
PRODUCE MARKETING ASSOCIATION
Fresh Foods Shopped 2.5 Times
Per Week Globally
DEPARTMENT FREQUENCY PER WEEK GLOBALLY
TRIPS
FISH/ SEAFOOD
DELI
MEAT/ POULTRY
DAIRY
BREAD/BAKERY
FRUIT/VEGETABLES
1.6
2.2
2.2
2.9
3.0
3.2
Least Frequent
FRESH FOODS
AMERICANS SHOP LESS FREQUENTLY
COMPARED TO OTHER REGIONS –
ONLY 1.4 TIMES PER WEEK ON AVERAGE
ASIANS TYPICALLY SHOP DAILY
Nielsen Global Fresh Foods Report
Most Frequent
PRODUCE
FREQUENCY PER WEEK
TOP 5
BOTTOM 5
VIETNAM (4.5) #1 AUSTRALIA
CHINA
KOREA
INDIA
NEW ZEALAND
THAILAND
CANADA
PERU
U.S. (1.8)
#58
PRODUCE MARKETING ASSOCIATION
US Produce Department Trends
TOP DOLLAR GENERATING
CATEGORIES
HOUSEHOLD PENETRATION
DOLLARS
76%
Packaged Salad
Grapes
+
67%
Citrus
+
-
72%
Apples
AVG RETAIL
PRICE VS YA
+
68%
Berries
VOLUME
+
73%
Bananas
89%
-
Potatoes
86%
+
Tomatoes
82%
Value-Added Fruit
Pears
Cherries
+
54%
Cooking Vegetables
69%
27%
23%
+
+
-
PRODUCE MARKETING ASSOCIATION
Source: Nielsen Perishables Group FreshFacts®, 52 Weeks Ending 9/27/14, Total U.S. FCA,
®
Nielsen Perishables Group FreshFacts Shopper Insights Powered by Datalogix 52 weeks ending 9/27/14
Above Department Avg.
Matching Our Products to
Consumers Needs
Complete Meal Kits
Leafy greens, Fruits, Nuts
Protein & Dressing
PRODUCE MARKETING ASSOCIATION
Defining Convenience:
Less Food Waste, Small Packs, More
Shopping Occasions
Pre-cut FRESH vegetables
For easy / quick cooking
Uncommon emotion
PRODUCE MARKETING ASSOCIATION
Selection, Value and Convenience Key
TOP 3 RETAILER ATTRIBUTES WHEN SELECTING
WHERE TO SHOP FOR FRESH FOODS
Uncommon emotion
FRUIT/ VEGETABLES
ASIA- PACIFIC
EUROPE
LATIN
AMERICA
MIDDLE
EAST/AFRICA
NORTH
AMERICA
1
Fresh
Selection
Good Value
Fresh
Selection
Fresh
Selection
Fresh
Selection
2
Good Value
Fresh
Selection
Good Value
Good Value
Good Value
3
Convenient
Convenient
Self Choose
Convenient
Convenient
Convenience ranks among the top three
except for Latin America
Nielsen Global Fresh Foods Report
PRODUCE MARKETING ASSOCIATION
Supermarket Channel Preferred For
Fresh Foods Purchases
TYPE OF STORES PREFERRED BY REGION
ASIAPACIFIC
FRUIT/ VEGETABLES
SUPERMARKET
31%
LATIN
AMERICA
EUROPE
SUPERMARKET
19%
HYPERMARKET
15%
WET/OPEN MARKET
19%
MINI-MART/ SELF SERVICE
4%
SUPERMARKET
SUPERMARKET
35%
40%
FRUIT & VEGETABLE SHOP
MIDDLE EAST/
AFRICA
WET/OPEN MARKET
15%
HYPERMARKET
13%
FRUIT & VEGETABLE SHOP
11%
DISCOUNT STORE
7%
17%
FRUIT & VEGETABLE SHOP
23%
FRUIT & VEGETABLE SHOP
33%
HYPERMARKET
11%
WET/OPEN MARKET
16%
TRADITIONAL GROCERY
5%
HYPERMARKET
14%
WET/OPEN MARKET
10%
TRADITIONAL GROCERY
4%
U.S. most preferred store: Supermarket 67%
Nielsen Global Fresh Foods Report
PRODUCE MARKETING ASSOCIATION
Where are consumers going
to buy their produce?
Where are the Best Consumers?
Total US = 100
Top Markets Ranked by CDI – Fruit
Bottom Markets Ranked by CDI – Fruit
These markets are over-developed in
Fruit sales:
These markets are under-developed in
Fruit sales:
Market
San Francisco
Boston
Hartford/Springfield
New York
Seattle
Portland
Miami/Ft. Lauderdale
Baltimore/Washington
Philadelphia
Grand Rapids
Market
Louisville
Cleveland
Roanoke
New Orleans/Mobile
Toledo
South Carolina
Birmingham/Montgomer
Charlotte
Omaha
Columbus
CDI
136
132
130
128
127
126
126
125
114
113
52 Weeks ending 10/5/2014 – IRI/FreshLook Marketing, Multi-Outlet
CDI
73
74
77
79
80
81
81
82
83
83
11
Beyond Supermarket Retail –
Convenience Stores
PRODUCE MARKETING ASSOCIATION
Beyond Supermarket Retail –
Pharmacies & Retail Foodservice
PRODUCE MARKETING ASSOCIATION
EXPANSION OF ONLINE SHOPPING
DO OUR PACKAGES WORK IN THESE FORMATS?
PRODUCE MARKETING ASSOCIATION
HEALTH
Nielsen Global Survey
PRODUCE MARKETING ASSOCIATION
More Than Half Of Consumers
Consider Themselves Overweight
WEIGHT
HALF (48%) OF CONSUMERS
ARE TRYING TO LOSE WEIGHT
SIX-IN-TEN INDICATE DIFFICULTY GRASPING NUTRITIONAL
LABELS
LABELS ON FOOD PACKAGES
OVER TWO-THIRDS BELIEVE NUTRITIONAL CLAIMS ARE
CLAIMS
EITHER NEVER OR ONLY SOMETIMES TRUSTWORTHY
HALF SAY FAST FOOD RESTAURANTS SHOULD ALWAYS
CALORIEON
INFO
INCLUDE CALORIE INFORMATION
MENUS
Nielsen Global Fresh Foods Report
PRODUCE MARKETING ASSOCIATION
Health Attitudes And Behaviors
Disconnect
IN WHAT WAYS ARE YOU CHANGING YOUR DIET
TO LOSE WEIGHT?
HOW MANY SERVINGS OF FRUITS & VEGETABLES
DO YOU CONSUME ON AVERAGE PER DAY?
69%
70%
CUTTING DOWN ON FATS
CUTTING DOWN ON
CHOCOLATES, SUGAR, ETC
64%
62%
EATING MORE NATURAL
FRESH FOODS
53%
55%
EATING THE SAME, BUT
HAVING SMALLER PORTIONS
46%
44%
EATING LESS PROCESSED
FOODS
FOLLOWING A LOW
CARBOHYDRATE, HIGH FAT…
FOLLOWING ANOTHER DIET
PLAN
USING WEIGHT WATCHERS OR
OTHER SLIMMING PROGRAMS
OTHER
9%
1 serving
2 servings
3 servings
4 serving
29%
35%
7%
FRUITS/ VEGETABLES
SERVINGS PER DAY
5 servings
6 servings
18%
7+ servings
16%
None
5%
7%
5%
5%
2008
2011
Left : Nielsen Global Healthy Eating Report ; Right: Nielsen Global Fresh Foods Report
PRODUCE MARKETING ASSOCIATION
Make it Kid Friendly, Fun & Easy to
Serve for Mom’s and she they will keep
buying your products.
PRODUCE MARKETING ASSOCIATION
Promoting Healthy Snacking
Make it Healthy Fun, Easy and A
Positive Message
Nielsen Global Snacking Report
PRODUCE MARKETING ASSOCIATION
What To Know About Consumers
KNOWLEDGE IS KING
HEALTHY ASPIRATIONS
Consumers desire to
understand, learn about, and
take ownership of health and
nutrition
Interaction between
consumer desire for a healthy
lifestyle and whether
behaviors match attitudes
FOOD AS MEDICINE
NOT ONE SIZE FITS ALL
Usage of vitamins,
fortified foods, functional
foods and beverages and
understanding benefits
Population diversity and
differences in purchase
behavior across segments
Nielsen Health & Wellness
PRODUCE MARKETING ASSOCIATION
Consumers Differ Across Categories
INDEX OF TOP 30% OF STORES REPORTING THE CATEGORY, US
BERRIES
SPECIALTY FRUIT
Affluent Areas:
Cosmopolitan/ Suburban
Mix of Locations:
Urban -to-Affluent
Range of Households:
Small–to-Large
Large
Households
ETHNICITY
Asian
Range of Ethnicities:
Hispanic/ Asian/ Other
INCOME
Mid-to-High Income
USD 75K
High Income
USD 150K+
CONSUMER
LIFESTYLE/
LOCATION
HOUSEHOLD
SIZE
Specialty Fruit HHs - Top 30% Store DIs BehaviorScape Framework
Berries HHs - Top 30% Store DIs BehaviorScape Framework
LifeStyle
LifeStyle
BehaviorStage
Start-Up Families
HHs with Young Children Only < 6
Small Scale Families
Small HHs with Older Children 6+
Younger Bustling Families
Large HHs with Children (6+), HOH <40
Older Bustling Families
Large HHs with Children (6+), HOH 40+
Young Transitionals
Any size HHs, No Children, < 35
Independent Singles
1 person HHs, No Children, 35-64
Senior Singles
1 person HHs, No Children, 65+
Established Couples
2+ person HHs, No Children, 35-54
Empty Nest Couples
2+ person HHs, No Children, 55-64
Senior Couples
2+ person HHs, No Children, 65+
Total
Cosmopolitan
Centers
Affluent
Suburban
Spreads
Comfortable
Country
Struggling
Urban Cores
Modest
Working
Towns
Plain Rural
Living
205
230
86
53
42
9
101
189
229
92
48
40
9
98
170
201
69
45
35
7
76
214
247
100
56
45
9
123
214
229
97
69
50
14
103
211
230
101
62
46
13
98
199
241
105
63
50
13
92
203
220
87
56
42
10
97
199
235
99
54
43
11
105
196
236
100
54
44
11
98
203
232
95
58
44
11
BehaviorStage
Total
100
Start-Up Families
HHs with Young Children Only < 6
Small Scale Families
Small HHs with Older Children 6+
Younger Bustling Families
Large HHs with Children (6+), HOH <40
Older Bustling Families
Large HHs with Children (6+), HOH 40+
Young Transitionals
Any size HHs, No Children, < 35
Independent Singles
1 person HHs, No Children, 35-64
Senior Singles
1 person HHs, No Children, 65+
Established Couples
2+ person HHs, No Children, 35-54
Empty Nest Couples
2+ person HHs, No Children, 55-64
Senior Couples
2+ person HHs, No Children, 65+
Total
Cosmopolitan
Centers
Affluent
Suburban
Spreads
Comfortable
Country
Struggling
Urban Cores
Modest
Working
Towns
Plain Rural
Living
Total
223
155
32
224
93
22
108
204
147
30
209
81
17
94
208
142
31
234
108
28
102
239
159
34
252
114
29
119
223
162
37
199
88
19
123
221
152
33
209
75
16
102
202
151
31
209
67
15
84
224
149
30
229
87
18
99
213
149
31
223
80
17
207
150
30
223
73
16
84
218
152
32
219
84
19
100
91
Very High: 150+
Very High: 150+
High: 120-150
High: 120-150
Nielsen Spectra; Specialty Fruit (i.e. includes Fruit like Mangos, Pomegranates, Papaya)
PRODUCE MARKETING ASSOCIATION
Trends > Consumer Marketing
These are our consumers – do our product
meet their expectations?
Start-Up Families
HHs with Young Children Only < 6
Small Scale Families
Small HHs with Older Children 6+
Younger Bustling Families
Large HHs with Children (6+), HOH <40
Older Bustling Families
Large HHs with Children (6+), HOH 40+
Young Transitionals
Any size HHs, No Children, < 35
Independent Singles
1 person HHs, No Children, 35-64
Senior Singles
1 person HHs, No Children, 65+
Established Couples
2+ person HHs, No Children, 35-54
Empty Nest Couples
2+ person HHs, No Children, 55-64
Senior Couples
2+ person HHs, No Children, 65+
PRODUCE MARKETING ASSOCIATION
Different Pack Sizes for different
Consumers, Retailers, Restaurant
Operators
Snack Size
Individual Size
6 oz
Large Family Size
18 oz – +2 lbs
Family Size
12 oz – +18 oz
Also good for:
Peak of Season
Special Holidays & Promotions
INCREASING PER CAPITA
CONSUMPTION
PRODUCE MARKETING ASSOCIATION
When we understand
the consumer, we understand
how to sell better
Berries HHs - Top 30% Store DIs BehaviorScape Framework
LifeStyle
BehaviorStage
Start-Up Families
HHs with Young Children Only < 6
Small Scale Families
Small HHs with Older Children 6+
Younger Bustling Families
Large HHs with Children (6+), HOH <40
Older Bustling Families
Large HHs with Children (6+), HOH 40+
Young Transitionals
Any size HHs, No Children, < 35
Independent Singles
1 person HHs, No Children, 35-64
Senior Singles
1 person HHs, No Children, 65+
Established Couples
2+ person HHs, No Children, 35-54
Empty Nest Couples
2+ person HHs, No Children, 55-64
Senior Couples
2+ person HHs, No Children, 65+
Cosmopolitan
Centers
Affluent
Suburban
Spreads
Comfortable
Country
Struggling
Urban Cores
Modest
Working
Towns
Plain Rural
Living
Total
205
230
86
53
42
9
101
189
229
92
48
40
9
98
170
201
69
45
35
7
76
214
247
100
56
45
9
123
214
229
97
69
50
14
103
211
230
101
62
46
13
98
199
241
105
63
50
13
92
203
220
87
56
42
10
97
199
235
99
54
43
11
105
196
236
100
54
44
11
98
PRODUCE MARKETING ASSOCIATION
Young Transitionals
PRODUCE MARKETING ASSOCIATION
When we understand
the consumer, we understand
how to sell better
Specialty Fruit HHs - Top 30% Store DIs BehaviorScape Framework
LifeStyle
BehaviorStage
Start-Up Families
HHs with Young Children Only < 6
Small Scale Families
Small HHs with Older Children 6+
Younger Bustling Families
Large HHs with Children (6+), HOH <40
Older Bustling Families
Large HHs with Children (6+), HOH 40+
Young Transitionals
Any size HHs, No Children, < 35
Independent Singles
1 person HHs, No Children, 35-64
Senior Singles
1 person HHs, No Children, 65+
Established Couples
2+ person HHs, No Children, 35-54
Empty Nest Couples
2+ person HHs, No Children, 55-64
Senior Couples
2+ person HHs, No Children, 65+
Total
Cosmopolitan
Centers
Affluent
Suburban
Spreads
Comfortable
Country
Struggling
Urban Cores
Modest
Working
Towns
Plain Rural
Living
Total
223
155
32
224
93
22
108
204
147
30
209
81
17
94
208
142
31
234
108
28
102
239
159
34
252
114
29
119
223
162
37
199
88
19
123
221
152
33
209
75
16
102
202
151
31
209
67
15
84
224
149
30
229
87
18
99
213
149
31
223
80
17
91
207
150
30
223
73
16
84
218
152
32
219
84
19
100
Very High: 150+
High: 120-150
PRODUCE MARKETING ASSOCIATION
Young Families with Children
PRODUCE MARKETING ASSOCIATION
Seniors, Established Couples
PRODUCE MARKETING ASSOCIATION
When It Comes To Ingredients And
Labeling, Less Is More
PERCENTAGE OF CONSUMRS THAT RATE HEALTH
ATTRIBUTES VERY, MODERATELY OR SLIGHTLY IMPORTANT
ALL NATURAL
NO ARTIFICIAL COLORS
BACK-TOBASICS
GMO FREE
NO ARTIFICIAL FLAVORS
NATURAL FLAVORS
CAFFEINE FREE
GLUTEN FREE
LOW SALT/SODIUM
LOW SUGAR/SUGAR FREE
LESS IS
MORE
LOW FAT
LOW CALORIES
PORTION CONTROL
NO HIGH FRUCTOSE CORN SYRUP
LOW/NO CARBOHYDRATES
INGREDIENTS SOURCED
SUSTAINABLY/FAIR TRADE
SUSTAINABLE
Nielsen Global Snacking Report
ORGANIC
LOCAL HERBS/INGREDIENTS
VERY
IMPORTANT
45%
44%
43%
42%
37%
23%
19%
│
MODERATELY
IMPORTANT
32%
32%
SLIGHTLY
IMPORTANT
32%
31%
30%
33%
38%
25%
26%
34%
34%
32%
30%
27%
26%
25%
37%
37%
36%
37%
39%
37%
39%
35%
34%
25%
34%
35%
35%
│
15%
15%
16%
16%
17%
19%
19%
21%
21%
23%
23%
23%
19%
20%
25%
PRODUCE MARKETING ASSOCIATION
SUSTAINABILITY
PRODUCE MARKETING ASSOCIATION
Do Consumer Attitudes On
Sustainability Match Actions?
AROUND THE WORLD
67%
Prefer to work for socially responsible companies
55%
Will pay extra for products and services from companies
committed to positive social and environmental impact
52%
Made at least one purchase in the past six months from one or
more socially responsible companies
52%
Check product packaging to ensure sustainable impact
49%
Volunteer and/or donate to organizations engaged in social and
environmental programs
Nielsen Global Corporate Social Responsibility Report
PRODUCE MARKETING ASSOCIATION
Age Drives Sustainability Interest
AMONG GLOBAL RESPONDENTS RESPONSIVE TO
SUSTAINABILITY ACTIONS
● GENERATION Z
● MILLENIALS
(UNDER 20)
(21-36)
PAY EXTRA FOR
SUSTAINABLE PRODUCTS
CHECK THE PACKAGING
LABELS TO ENSURE POSITIVE
SOCIAL/ENVIRONMENTAL IMPACT
PREFER TO WORK FOR A
SUSTAINABLE COMPANY
Nielsen Global Corporate Social Responsibility Report
● GENERATION X ● BABY BOOMERS
(35-49)
● SILENT GENERATION
(50-64)
(65+)
9%
51%
25%
12%
10%
51%
25%
12% 2%
9%
49%
26%
13%
3%
3%
PRODUCE MARKETING ASSOCIATION
Influencers On The Path
To Sustainable Purchases
PERCENTAGE USING THE FOLLOWING SOURCES TO ENSURE A BRAND IS
COMMITTED TO POSITIVE SOCIAL AND ENVIRONMENTAL IMPACT
63% 62% 62%
62% 59%
45%
36%
Nielsen Global Corporate Social Responsibility Report
32%
29% 28%
PRODUCE MARKETING ASSOCIATION
Consumers Desire Organic
MORE THAN
ONE-THIRD OF
GLOBAL
RESPONDENTS
WANT THEIR SNACK
INGREDIENTS TO BE
ORGANIC AND
SOURCED
SUSTAINABLY
34%
ORGANIC
Nielsen Global Snacking Report
35%
SUSTAINABLY
SOURCED
PRODUCE MARKETING ASSOCIATION
©2014 The Hartman Group. All Rights
Reserved.
Consumers Desire Organic,
Natural, Local, Sustainable,
Social Responsibility
©2014 The Hartman Group. All Rights
Reserved.
Consumers Desire Organic,
Natural, Local, Sustainable,
Social Responsibility
©2014 The Hartman Group. All Rights
Reserved.
Consumers Desire Organic,
Natural, Local, Sustainable,
Social Responsibility
©2014 The Hartman Group. All Rights
Reserved.
©2014 The Hartman Group. All Rights
Reserved.
Demand for Convenience is impacting
the Way we Will Pack our Produce
Shrink?
Food waste
PRODUCE MARKETING ASSOCIATION
CONVENIENCE
& SNACKING
PRODUCE MARKETING ASSOCIATION
SNACK SALES
TOTALED $374
BILLION ANNUALLY AN
INCREASE OF 2% YEAR-OVER-YEAR
2x
Nielsen Global Snacking Report
Annual snack sales
growing faster in
DEVELOPING REGIONS
PRODUCE MARKETING ASSOCIATION
‘SNACKING’ AROUND THE WORLD
SNACKS
AS A MEAL ALTERNATIVE
EN-CAS
σνακ
BOCADILLOS
ैक
IMPROVE THEIRस्न
MOOD
APERITIVOS
легкая
закуска
零食
SATISFY HUNGER IN BETWEEN MEALS
PASS TIME
Nielsen Global Snacking Report
PRODUCE MARKETING ASSOCIATION
‘SNACKING’ AROUND THE WORLD
Nielsen Global Snacking Report
PRODUCE MARKETING ASSOCIATION
NEW PACKAGING
Making it easy to GRAB N GO
Adults and Kids
Uncommon emotion
PRODUCE MARKETING ASSOCIATION
Produce Snacking is tied to
Convenient forms (Easy Peeling)
Small Pack size (Easy to Grab N Go
Co-Marketing with other snacks
PRODUCE MARKETING ASSOCIATION
PRODUCE SNACKING COMBINING FRESH
WITH OTHER FLAVORS
PRODUCE MARKETING ASSOCIATION
Globally, Women Drive Snacking
Consumption
WOMEN
68%
CHOCOLATE
61%
68%
FRESH FRUIT
57%
56%
VEGETABLES
49%
55%
COOKIES/BISCUITS
48%
51%
BREAD/SANDWICHES
49%
57%
YOGURT
44%
51%
CHEESE
41%
45%
POTATO
CHIPS/TORTILLA
42%
44%
NUTS/SEEDS
39%
34%
GUM
32%
MEN
PORTION CONTROL
is very important for over 1/4th of global respondents (27%)
Nielsen Global Snacking Report
PRODUCE MARKETING ASSOCIATION
Women Drive Snacking Consumption
Portion Control
Feel Good about what you give your family for an
anytime Snack
PORTION CONTROL
is very important for over 1/4th of global respondents (27%)
Nielsen Global Snacking Report
PRODUCE MARKETING ASSOCIATION
Women Drive Snacking Consumption
(Convenience)
Nielsen Global Snacking Report
PORTION CONTROL
ASSOCIATION
is very important for over 1/4th of PRODUCE
global MARKETING
respondents
(27%)
FLAVOR. TASTE. QUALITY
PRODUCE MARKETING ASSOCIATION
Fresh Fruits and Vegetables
Global Snacks of Choice
TOP 10, PERCENTAGE OF CONSUMERS WHO ATE THESE SNACKS IN THE LAST 30 DAYS
MIDDLE EAST/
AFRICA
ASIA-PACIFIC
LATIN
AMERICA
EUROPE
FRESH FRUIT
52%
CHOCOLATE
69%
FRESH FRUIT
62%
CHOCOLATE
51%
FRESH FRUIT
65%
CHOCOLATE
61%
BREAD/
SANDWICH
CHIPS/
CHRISPS
CHEESE
YOGURT
47%
VEGETABLES
57%
43%
COOKIES/
BISCUITS
42%
BREAD/
SANDWICH
54%
NUTS/ SEEDS
49%
41%
55%
CHEESE
58%
59%
CHEESE
58%
COOKIES/
BISCUITS
56%
FRESH FRUIT
55%
57%
COOKIES/
BISCUITS
45%
BREAD/
SANDWICH
55%
BREAD/
SANDWICH
48%
VEGETABLE
50%
42%
POPCORN
49%
CRACKERS/
CRISP
BREADS
48%
CRACKERS/
CRISP
BREADS
45%
VEGETABLES
44%
44%
COOKIES/
BISCUITS
PEANUT
BUTTER
44%
POPCORN
43%
39%
CHIPS/
CHRISPS
43%
CHIPS/
CHRISPS
38%
DUMPLINGS
43%
NUTS/ SEEDS
34%
Nielsen Global Snacking Report
63%
CHOCOLATE
FRESH FRUIT
VEGETABLES
38%
64%
49%
43%
GUM
CHEESE
VEGETABLES
YOGURT
26%
64%
63%
54%
41%
POPCORN
CHOCOLATE
CHIPS/
CHRISPS
YOGURT
BREAD/
SANDWICH
33%
66%
ICE CREAM/
GELATO
COOKIES/
BISCUITS
ICE CREAM/
GELATO
YOGURT
NORTH
AMERICA
GUM
31%
PRODUCE MARKETING ASSOCIATION
Produce Co-Marketing
Opportunities
MIDDLE EAST/
AFRICA
ASIA-PACIFIC
LATIN
AMERICA
EUROPE
NORTH
AMERICA
FRESH FRUIT
52%
FRESH FRUIT
65%
FRESH FRUIT
62%
FRESH FRUIT
57%
FRESH FRUIT
55%
VEGETABLES
39%
VEGETABLES
57%
VEGETABLES
49%
VEGETABLE
50%
VEGETABLES
44%
CHOCOLATE
51%
CHOCOLATE
69%
CHOCOLATE
61%
YOGURT
66%
CHOCOLATE
59%
CHEESE
42%
NUTS/ SEEDS
49%
CHEESE
58%
CHOCOLATE
64%
CHEESE
58%
YOGURT
41%
YOGURT
43%
YOGURT
54%
CHEESE
64%
ICE CREAM/
GELATO
33%
NUTS/ SEEDS
34%
ICE CREAM/
GELATO
63%
Nielsen Global Snacking Report
PRODUCE MARKETING ASSOCIATION
Produce Co-Marketing With
Snacking Partners
PRODUCE MARKETING ASSOCIATION
Expanding Produce in Culinary & Foodservice
Making it Convenient For
Foodservice (Restaurants)
PRODUCE MARKETING ASSOCIATION
MAKING IT CONVENIENT FOR
FOODSERVICE (RESTAURANTS)
RIPE AVOCADOS & NEW FROZEN GUACAMOLE
PRODUCE MARKETING ASSOCIATION
Summary For Growers
•
How can you better understand the consumer needs?
•
How can you help the Retailer, Restaurant Operator meet the new
desires of consumers for Convenience & Snacking of Fresh Produce?
•
Are you Growing the Best Products? Snacking and Convenience are
Driven by Exceptional Flavor
•
Are you aligned with the best trading partners who understand how to
innovate and expand demand?
•
How can you learn, influence and survive with all of the changes in
produce marketing around the globe?
PRODUCE MARKETING ASSOCIATION
Summary For Growers
• Improved Grower Returns Require:
• Knowledge about consumer and markets trends
• Produce Quality must be at its best
• Condition
• Genetics (new varieties) --- crucial to snacking trend
• Food Safety, Social Responsibility and Sustainability cannot
be compromised
• Know your trading partners – know how your products get to
consumers
• Innovate, Improve and Adjust (Constantly)
PRODUCE MARKETING ASSOCIATION
Thank You For the Courtesy of
Your Time and Attention
A FRESH, GLOBAL PERSPECTIVE
ON PRODUCE
TURNING TRENDS INTO MARKETING
STRATEGIES
NATURIPE FARMS │ ROBERT VERLOOP │
[email protected]
NIELSEN PERISHABLES GROUP │ SHERRY FREY│
[email protected]
PRODUCE MARKETING ASSOCIATION