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EUROPEAN VENDING MARKET TRENDS
VENDEXPO MOSCOW 2012
Catherine Piana
Director General
• 2008 EVA Market Surveys and 2009 Update
– First Survey
– European summary +21 countries including Russia
– Market + Consumer
• 2010 – 2011: new EVA Update
– Publication in the Spring 2012
– Free for EVA Members!
EVA market intelligence
• Drivers and barriers
– Macro-economic
– Consumers
– Industry
• Some facts and figures about the market
• Some facts and figures about consumers
• Overall recommendations
My agenda today
• Drivers
– Snack culture, meal-time fragmentation
– Regulation on shop trading hours
– Openness to market development
– Longer working hours and rising demand
– Connectivity and technological advances
• Barriers
– Recession and uncertainty
– Trading restrictions
– Health movement in vending
– Regulation on the environment >< industry development
Drivers and Barriers – macro-economic
• Drivers
– Convenience
– Meal-time fragmentation
– Indulgence
– Energy boost
• Barriers
– Value for money
– Limited product choice
– Lack of trust in vending machines
– Quality
– Hygiene
– Visual appearance
Drivers and barriers – Consumer’s perspective
• Drivers
– Access to products 24/7
– Demand for a low cost to serve
– Create a better experience in the workplace
• Barriers
– Competition from other channels
– Limited product range and premium offering
– Limited knowledge of end consumer
– Lack of convenient payment systems.
Drivers and barriers – the Industry
• Strength of barriers is particularly strong in the area of consumers and the industry
• By using the opportunity that each of the barrier contains, vending in Europe can achieve significant growth in the long term
Conclusion barriers and drivers
Consumer Insights
• Main locations for vending consumption are
– Workplace - office floor: 25%
– Workplace – canteen: 14%
– Hospitals and clinics: 12%
– College & university campus: 9%
– Train and metro stations: 8%
– Retail outlet / shopping mall: 7%
Consumers insights and locations
• Eastern Europeans
– More engaged with the vending experience • More confident in the quality of vending
– Image and visual appearance are an important driver
– Convenient and easier payment options are crucial
– Ask for more information from vending products
Regional variations
• Put a food machine next to every drinks machines!
• « Tell a story » to the consumer
• Missed meal opportunity:
– 14% of Europeans don’t have breakfast every day!
– 76% of Europeans who miss breakfast eat a morning snack most days (European Breakfast Cereal Association)
• Converting non-users by:
– Placing more machines • +30% business opportunity
– Accept more payment options• +25% business opportunity
– Improved quality: +30% business opportunity
– Increase variety: + 51% business opportunity
Opportunities from consumer insights
• Turnover: €12 billion in 2009 (down from 13 in 2008)
• 3.77 million machines
– 1.2 million are freestanding
– 2 million are located in the workplace
• 10,000 operators
– 69% are small companies running less than 100 machines
– The top five operators cumulate 15% of the industry value
– In Russia, top five operators = 44% of market shares
• 85,500 people employed
The Vending Market
• Technology
– Vending can benefit from the high mobile phone penetration rate (>120% in UK, Italy and Germany)
– To change consumer perceptions of the vending channel
– Digital screens = consumer interaction
– New payment systems
– Anti-vandalism
– Telemetry
How to make barriers become opportunities?
• Vending has to move to the next level
• All vending activities are linked
– Operators and machine manufacturers:• improve maintenance and respond to consumers’ needs
– Telemetry and operators:• cooperate to collect consumer information
• Current thoughts in associations:
– How to promote vending to consumers?
– How to communicate positively to Authorities?
• The development of vending is only at the beginning...
Final message
Join our social media community
The Vending Group @VendingEurope
Thank you for your attentionQuestions are welcome!
Catherine PianaTel +32 475 54 32 98