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Are we loosing the young generation?
Amund Bråthen
Senior Advisor
Estoril February 7th 2019
A MAJOR PART OF WPP, THE WORLD’S LARGEST MARKETING COMMUNICATIONS GROUP
13
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OUR 12,000 EMPLOYEES IN APROXIMATELY 100 COUNTRIES
5
Countries with a Kantar TNS presence
Are we loosing the young generation?
4
Bacalhau facts in Portugal
5
57%
35%
7%
Weekdays
Weekends
Parties/festive occasions
People are usually eating Bacalhau at
5 of 10 are eating bacalhau
out of home at least once a
year
9 of 10 are eating bacalhau
at home at least once a year
6
I buy bacalhau impulsively to everyday meals
while the bacalhau to holiday meals like Christmas
is more planned. I guess that bacalhau is an
everyday meal, but still a special treat somehow.
- 40 YO male consumer, Porto
25
30
35
40
45
2014 2015 2016 2017 2018
Ye
arl
y a
ve
rag
e n
um
be
r o
f B
aca
lha
um
ea
ls
18-40 YO Total market
The younger generation is within a negative trend.
7
0
10
20
30
40
50
60
70
80
90
100
Up to 34 35-49 50-64 65+
2012 2013 2014 2015 2016 2017 2018
Fewer households under 49 buyes
Bacalhau for their homeconsumption- Kantar Worldpanel
Fewer number of meals among the
younger Bacalhau consumers- SCI (NSC/Kantar TNS)
Young persons do not eat Bacalhau as
often as older persons- NSC/Kantar TNS (2018)
53%
36%
10%
1%
63%
29%
8%
1%
High (Weekly) Medium(Monthly)
Low (more rare) Don't eatbacalhau
Frequency of consumption
18-40 YO 41-65 YO
“I don’t like fish because of
the flavor, but I like
Bacalhau”
- 39 YO male, low usage of Bacalhau,
Lisboa
Drivers
9
Value for money
Drivers
Taste
Health
Easy to prepare
Tradition
Family and friends
Versatile
Many and strong drivers for Bacalhau
“Bacalhau unites people”
- Male 40, Porto
50%
46%
49%
40%
31%
28%
25%
23%
19%
19%
13%
Tastes good
The family likes it
Important tradition
Health benefits
Easy to prepare
Value for money
Inspiring to prepare
Safe to eat
Quick to prepare
A lean alternative
Produced/caught in an environmentallyfriendly way
18-40 Year Olds
41-65 Year Olds
Reasons to buy Bacalhau
10
Young
• Taste
• Tradition
• Family likes it
• Health
• Easy to prepare
50%
46%
49%
40%
31%
28%
25%
23%
19%
19%
13%
62%
55%
39%
44%
46%
31%
28%
28%
31%
21%
17%
Tastes good
The family likes it
Important tradition
Health benefits
Easy to prepare
Value for money
Inspiring to prepare
Safe to eat
Quick to prepare
A lean alternative
Produced/caught in an environmentallyfriendly way
18-40 Year Olds
41-65 Year Olds
Reasons to buy Bacalhau
11
Young
• Taste
• Tradition
• Family likes it
• Health
• Easy to prepare
Old
• Taste
• Family likes it
• Easy prepare
• Health
• Value for money
• Tradition
• Quick to prepare
More young than old consumers says they eat less bacalhau today than they
did a year ago
12
Percentage of people who says they
are eating less than they did a year ago
28%
23%
18-40 YO
41-65 YO
Value for money
* Choosing the product
* Preparation
* Dishes
Uncertainty when it comes to
Time
13
“All Bacalhau looks the same - I don’t know what to choose”- Male 35 YO, High consumer of Bacalhau, Lisboa
-9 %
-3 %
-2 %
-3 %
4 %
2 %
8 %
2 %
3 %
11 %
6 %
6 %
2 %
Reasonably priced
High quality product
Trustworthy country
Sustainable stock
Presoaked
Possible to buy in smaller pieces
Boneless
Sold nearby where I live or work
Better visual appearance
I need new recepies
I need knowledge of how to soak thebacalhau
Skinless
More appealing wrapping/packaging
66 %
41 %
28 %
21 %
22 %
20 %
20 %
13 %
13 %
16 %
11 %
11 %
5 %
74 %
44 %
30 %
24 %
18 %
18 %
12 %
11 %
10 %
5 %
5 %
5 %
3 %
Reasonably priced
High quality product
Trustworthy country
Sustainable stock
Presoaked
Possible to buy in smallerpieces
Boneless
Sold nearby where I live orwork
Better visual appearance
I need new recepies
I need knowledge of how tosoak the bacalhau
Skinless
More appealingwrapping/packaging
18-40 Year olds
41-65 Year olds
While the older are emphasizing price
more than the younger, younger needs
help to solve challenges with the
product.
The young generation needs help to reduce uncertainty with choosing and
preparing the product.
14
Needs that needs to be met to buy more bacalhau
Mainly
emphasized by
old
Mainly
emphasized by
younger
Drivers Barriers
15
Value for money
Taste
Health
Easy to prepare
Tradition
Family and friends
Versatile
Value for money
Time
* Choosing the product
* Preparation
* Dishes
Uncertainty when it comes to
Barriers Coping strategies
16
Value for money
Time
Trading down
* Promotion
* Cheaper products
Pieces, chunks and shredded
Mom or Grandma
Frozen products and brands
Cut it in the store
Exit strategy
* Choosing the product
* Preparation
* Dishes
Uncertainty when it comes to
Are we loosing the young generation?
17