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2014 Australian Macadamia Society 40th Anniversary Industry Conference
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Japan market research - beauty, taste and innovation our new imperatives
Prepared by: Jeff Lippold
Head of Strategy, Havas Worldwide Tokyo
October 16, 2014
Japan What are some things we need to understand about the market.
2014 AMS 40th Anniversary Industry Conference proudly presented by
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TRENDS AND FADS
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2013 2014
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SUSTAINABILITY
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Macadamias win the Almond vs Macadamia battle. 1,911,710 votes to 1,874,434
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1) Continue to build on our premium image by highlighting superior beauty & health benefits.
2) Introduce relevancy to new areas desired and
a key part of the lifestyle of our targets.
3) Continue to reach out and innovate with our customers, who love the taste but need some
new ideas that match with their lifestyle.
HOW WE CAN REMAIN THE KING
Market Research Results: Consumption Trends, Drivers and New Opportunities
2014 AMS 40th Anniversary Industry Conference proudly presented by
Survey completed in 2013
To better understand macadamia nuts image and penetration of macadamia and other nut qualities amongst Japanese consumers, we conducted an online survey:
Methodology Online
Candidate Filters
1. Males/females aged 20 to 59 (heavier female skew of approx 65%) 2. Those who had consumed almonds, walnuts, cashews, hazelnuts, macadamias or peanuts in any format in the past 6 months 3. Those who know macadamia nuts
Target Region Kanto (Tokyo, Kanagawa, Saitama and Chiba prefectures - total population of 32 million)
2014 AMS 40th Anniversary Industry Conference proudly presented by
Macadamia consumption frequency on the rise
300% increase in the 2-3x weekly consumption 220% increase in weekly and 2-3x/monthly consumption.
Frequency of Consumption 2013
Frequency of Consumption 2008
2014 AMS 40th Anniversary Industry Conference proudly presented by
...and they are more everyday
Regular Consumption (2-3 times/month or more) of Macadamias has increased across all demographic - indicating a larger percentage of people integrating Macadamias into their life.
2014 AMS 40th Anniversary Industry Conference proudly presented by
Chocolates, snacks, sweets still preferred form
Frequency of consumption: After peanuts and almonds, Macadamias next most popular nut.
Type of nuts eaten in last 6 months
Almonds Macadamias Hazelnuts Walnuts Cashews Peanuts
Total 86.5 61.9 36.1 61.3 59.4 84.4
Overall product forms Forms preferred by frequent macadamia eaters
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2014 AMS 40th Anniversary Industry Conference proudly presented by
Format variations appear to be a driver
The most striking observation is that the variety of consumption methods has increased substantially. Though chocolate is still the most common form in which Japanese consume Macadamias, eating kernels, and other product extensions into cakes and breads has also increased substantially.
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2014 AMS 40th Anniversary Industry Conference proudly presented by
Another driver: Top ranked premium image
Question: What do you think of Macadamia nuts in comparison to other nuts?(%)
Far and away “premium” and “taste” drive value for Macadamias
2014 AMS 40th Anniversary Industry Conference proudly presented by
Macadamias have strengthened their “King of Nuts” Image in Japan with a strong affinity to premium. Focusing on the beauty and skin benefits
have also created more to the Macadamia story.
Premium and Beauty powering momentum
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2014 AMS 40th Anniversary Industry Conference proudly presented by
The beauty story is our biggest opportunity
Degree of interest in the quality of Macadamia features
2014 AMS 40th Anniversary Industry Conference proudly presented by
Making the benefits more clear
Chart: To what degree do you agree with this statement about Macadamias?
Great taste and premium widely understood, but opportunity to add value with other elements such as health and anti-aging to add value.
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2014 AMS 40th Anniversary Industry Conference proudly presented by
The casual --> frequent conversion opportunity
Macadamias Almonds Walnuts Peanuts
Increasing competitive “casual” consumption (never eat -> sometimes, sometimes -> Frequently) is an opportunity.
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2014 AMS 40th Anniversary Industry Conference proudly presented by
Australia is important to storytelling
Source is not a key driver for consumption/purchase of nuts - not just Macadamia.
Q7. Origin is important factor in purchsase (% response)
Almonds Hazelnuts Walnuts Cashews Macadamias Peanuts
% response 3.5% 3.9% 4.2% 3.9% 2.6% 5.9%
What is important, however is the context in which the source is communicated. We can see this from the levels of interest in product feature statements - when we link Australia to a quality it possesses we get much higher levels of interest.
Degree of Interest in quality of Macadamia Features
2014 AMS 40th Anniversary Industry Conference proudly presented by
So what we have to continue with
Continue to drive a premium image supported through:
A strong link between macadamias and beauty and health
New, innovative ways to consume Macadamias - with a strong
local context to increase frequency
Integrating the Australian story in a unique and engaging way to
drive awareness for the Australian product and the category as a
whole.
Thank you!