Growth Strategies in Premium Food and Drink : Market Research Report

Growth Strategies in Premium Food and Drink

Published by: Business Insights

Published: Jul. 1, 2000 - 127 Pages

Executive Summary

Industry opinion survey

Chapter 1 Introduction Introduction

The aim of the report
Achieving this aim
Scope of the report
- Category coverage
- Country coverage
- Report structure

Chapter 2 Market Overview

Summary
Food and soft drinks market overview
Bakery and Cereals
- Convenience is a key driver of bakery innovation
Dairy
Snacks
Confectionery
Soft Drinks
- Overview
Organics
- Organics as a percentage of total food sales
- Overview
- While Germany dominates organic sales, Austria continues to grow rapidly
Ready Meals
Conclusions

Chapter 3 Market Dynamics

Summary
Drivers of food innovation
Consumer drivers
- Rising disposable incomes during the 1990s
- Household size
- Working women
- Working hours
- The influence of takeaway food culture
- The influence of restaurants
- Changes in national eating habits
- Increased focus on entertaining at home
- Travel broadens the palate
Media drivers
Retailer dynamics
- ecommerce
Manufacturer drivers
Conclusions

Chapter 4 Key Premiumization Strategies

Summary
- Premium foods are based on occasion
Food and drinks by occasion
- Essentials
- Self-indulgence
- Shared indulgence
- Gifting
- Product launch opportunities
- Country analysis
Premiumization strategies
- Ingredients
- Branding
- Packaging
Conclusions

Chapter 5 Case Studies

Summary
PepsiCo: Tropicana
- Brand history
Waitrose
Unilever: Ben and Jerry's
- Brand history
Kettle Foods: Kettle Chips
- Brand history
Baxters of Speyside: Premium soup
- Brand history
Procter & Gamble: Pringles
- Brand history
- Success factors

Chapter 6 Survey Results And Conclusions

Summary
Introduction
- Interpreting the graphs
Survey responses
- The leading categories for premiumization
- Leading premium categories
- Consumers of premium foods
- Key drivers of premiumization
- Leading consumption occasions for premium foods
- Key manufacturer drivers in premiumization
- The importance of various brand platforms in premium food
- The importance of various channels in the distribution of premium foods
Conclusions
Index

List of Figures

Figure 0.1: Premium food and drinks are centred on occasion
Figure 2.2: Global food and soft drinks* market dynamics by country
Figure 2.3: Overall food and soft drinks expenditure and growth, 1995-99
Figure 2.4: Overall category expenditure and growth, 1995-99
Figure 2.5: Structure of national food markets (% value), 1999
Figure 3.6: Food mega-trends
Figure 3.7: Examples of recent Snackwell launches
Figure 3.8: Drivers for premium foods
Figure 3.9: The premium occasion
Figure 3.10: The celebrity chef raising food expectations
Figure 3.11: Market Square in-store restaurant at Victory supermarkets
Figure 3.12: Chocolatestore.com homepage
Figure 3.13: PC penetration in Europe, 1999
Figure 3.14: % respondents who have ordered online in the past year
Figure 4.15: Premium food and drinks are centred on occasion
Figure 4.16: Examples of premium essentials
Figure 4.17: Examples of premium self-indulgence products
Figure 4.18: Examples of premium shared indulgence
Figure 4.19: NPD trends by occasion
Figure 4.20: Structure of new premium product launches 1999-2000
Figure 4.21: Category growth versus rate of innovation in global premium food and drinks
Figure 4.22: Category growth versus rate of innovation in Northern European food and drinks
Figure 4.23: Category growth versus rate of innovation in Southern European food and drinks
Figure 5.24: The Tropicana juice range in Europe and the US
Figure 5.25: Tropicana SWOT analysis
Figure 5.26: Waitrose@work
Figure 5.27: Waitrose SWOT analysis
Figure 5.28: Examples from Ben & Jerry's portfolio
Figure 5.29: Ben & Jerry's SWOT analysis
Figure 5.30: Kettle Chips French Onion flavor
Figure 5.31: Kettle Chips SWOT analysis
Figure 5.32: Baxters organic soups
Figure 5.33: Soup hampers on the Internet
Figure 5.34: A New Covent Garden Soup Company outlet in Central London
Figure 5.35: Baxters SWOT analysis
Figure 5.36: Pringles 56g range in Germany
Figure 5.37: PringlePak!
Figure 5.38: Pringle's SWOT analysis
Figure 6.39: The definition of premium food and drinks
Figure 6.40: Categories that are leading premiumization
Figure 6.41: Consumers of premium products
Figure 6.42: The key drivers of premiumization
Figure 6.43: The leading consumption occasions for premium foods
Figure 6.44: The key manufacturer drivers in premiumization
Figure 6.45: The importance of various brand platforms in premium food
Figure 6.46: The importance of various channels in the distribution of premium products

List of Tables

Table 2.1: Food and soft drinks market overall by value (US$ bn), 1995-99
Table 2.2: Food and soft drinks market expenditure per head (US$), 1995-99
Table 2.3: Food and soft drinks category expenditure per head (US$),
Table 2.4: Bakery and cereals market by value (US$ bn), 1995-99
Table 2.5: Bakery and cereals expenditure per head (US$), 1995-99
Table 2.6: Dairy market by value (US$ bn), 1995-99
Table 2.7: Dairy market expenditure per head (US$), 1995-99
Table 2.8: Snacks market by value (US$ m), 1995-99
Table 2.9: Snacks market expenditure per head (US$), 1995-99
Table 2.10: Confectionery market by value (US$ bn), 1995-99
Table 2.11: Confectionery market expenditure per head (US$), 1995-99
Table 2.12: Soft drinks market by value (US$ bn), 1995-99
Table 2.13: Soft drinks expenditure per head (US$), 1995-99
Table 2.14: European organic food and drinks retail sales (US$m), 1995-99e
Table 2.15: EU organic per capita expenditure (US$/head), 1994-99e
Table 2.16: Global ready meal market by value (US$m) 1999
Table 2.17: Per capita expenditure on chilled and frozen ready meals (US$), 1999
Table 3.18: GDP (US$/head) 1994-1998
Table 3.19: Household size by country (persons/household) by country
Table 3.20: The proportion of working women in the population (%) by country (1994-2005)
Table 3.21: Weekly hours worked by full time employees, 1997
Table 3.22: International Tourism expenditure (US$m)
Table 3.23: The top-ten fastest growing global tourist destinations
Table 3.24: % of respondents ordering online from home, 1999
Table 4.25: New premium launches by country 1999-2000
Table 4.26: New premium launches (% value) 1999-2000
Table 4.27: Selected premium bakery launches, 1999-2000
Table 4.28: Selected premium confectionery launches, 1999-2000
Table 4.29: Selected premium dairy launches, 1999-2000
Table 4.30: Selected premium snack launches, 1999-2000
Table 4.31: Selected premium soft drinks launches, 1999-2000
Table 4.32: New premium launches by country 1999-2000
Table 4.33: Category growth versus rate of innovation in US
Table 4.34: France expenditure per head compared to number of premium launches
Table 4.35: Germany expenditure per head compared to number of premium launches
Table 4.36: Italy expenditure per head compared to number of premium launches
Table 4.37: Netherlands expenditure per head compared to number of premium launches
Table 4.38: Spain expenditure per head compared to number of premium launches
Table 4.39: Sweden expenditure per head compared to number of premium launches
Table 4.40: UK expenditure per head compared to number of premium launches
Table 4.41: US expenditure per head compared to No. of launches
Table 5.42: Tropicana juice brands available globally
Table 5.43: Recent Tropicana launches in selected markets, 1999-2000
Table 5.44: Recent Ben & Jerry's launches in the US
Table 5.45: Recent Kettle Chip launches, 1999-2000
Table 5.46: Recent Baxters launches
Table 5.47: Recent Pringles launches

Abstract

Premium is proving one of the fastest growing areas in food and drinks and unlike other food trends such as Nutraceuticals is not regionally specific. Although differences exist between countries, the concept of high-quality and indulgent foods holds universal appeal. Where premium once implied gourmet, and products were only available through select retailers, high quality premium products are now becoming increasingly mainstream. At a time of increasing pressures on manufacturers and retailers through price and channel competition premium offers opportunities to raise margins, add value to declining categories and create new consumption occasions. Premium can be seen in the context of other trends, principally in healthy eating and convenience foods. Premium food should be viewed in the wider context of growing sophistication amongst consumers not just regarding food but in all aspects of entertainment and the use of leisure time.

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Growth Strategies in Premium Food and Drink

Table of Contents

Abstract