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£676M
Birds Eye Category Vision, Kantar Retail
Who are
How are working with our customers
●Leading branded frozen food player in
Western Europe with sales of €2 billion
●No 1 Market shares in 9 countries
●Iconic portfolio of brands including Iglo,
Findus and Birds Eye
Share in Frozen Food RSV YOY
Established
Savoury Frozen Category
57%30%
5%
4%
4%
0%
Birds Eye
Mccain
Aunt Bessies
Dr Oetker
Youngs
Goodfellas
2017 SOV
Frozen Savoury Brands: Media Investment 31 Dec YTD YOY
Nielsen to 31st Dec 2017
Media Investment YTD
£0
£5,000,000
£10,000,000
£15,000,000
£20,000,000
£25,000,000
£30,000,000
£35,000,000
£40,000,000
↑4
→
→
→
↓1↓1
Arrows indicate positions
climbed/dropped YOY
↓1 ↓1
→
Total Food FMCG UK
Nielsen to 31st Dec 2017
86%
66%
90%
99%
Investment focussed on core frozen
categories to put frozen front of mind for
consumers
51%
39%
35%
74%
Kantar 52w/e 31st Dec 2017
Growth in
convenience
& online
Retailers
range
rationalisation
Importance of
millennials and
the grey pound
Basket size, trip
type and
frequency
Nielsen State of the Nation 2017
£676M
3Yr Category Growth to be unlocked by
addressing key areas……
Birds Eye Category Vision, Kantar Retail
% of European homes own a
freezer?
% HH penetration of frozen
% large grocery stores have at least
a frozen fixture?
% does a frozen product feature in?
Rainmakers U&A 2014
4.1
2.8 2.7
1.7
1.1
1.7
Frozen Chilled Produce Ambient Meat,Fish,Poultry Total Grocery
Value Sales Change vs LY – 52 w/e
Nielsen 52 w/e 31 Dec 2017, Grocery Mults
is often Fresher than Fresh
– frozen veg retains more
nutrients than fresh
(Favell study 1998)
Better for the planet - Frozen
generates half the CO2
emissions per kg vs fresh(Committee for climate change)
0% of artificial
preservatives required for
the freezing process
(Birds Eye Category Vision Work)
Frozen Food is twice as likely
to be served for ease of
preparation(Frozen vs total food, Kantar Usage 2017)
Value and Quality are key
shopper considerations(IGD 2017)
Up to 1/3 of food waste can
be avoided using frozen
food(Manchester Food Research Centre, 2010)
Nielsen & Kantar - EPOS projections with discount channel factor
Activate Category
Plan
Macro Trends
Accelerate Growth
Current Category
Trend
Iceland, Clapham
June 2017Sainsbury’s, Hampton
Feb 2017
Morrisons, Bradford
April 2017
Asda, Barnsley
December 2017
Aldi, Manchester
September 2017
Tesco, Swansea
September 2017
Nielsen 30th Dec 2017
IGD 2017
Activating our category strategy with the P.U.S.H drivers is central
to unlocking a £6/7bn category vision
• Determine a joint plan
• Make it everyday not twice yearly
• No silver bullet – it’s 1 degree shifts!
➢ … and trial it