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Panificados:
Tendencias y casos de éxito en los nuevos hábitos de consumo
Sara Crespo Casas
@sarcre
José Luis A. Juárez Cadena @joseluisjuarezc
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In GB we believe that social responsibility enables us to be a sustainable company
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Our principal focus is in the consumer needs
1.- Consumer Centric
2.- Innovation
GB
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We explored the main consumer needs in our trend setting- territories
Clustering them in to gain a deep understanding of consumer and our markets
GLOBAL MONITOR STATEMENTS USED: 3The 3 Megatrends that we will focus today
BRAND AIDES/ NEW NORMAL
ECO- VALUE CHAIN/ ECOEVRYTHING
HOLISM/ MEGAWELLNESS
NEW LIVING SITUATION/AGING
Aging
Longer Lifespans
Longer, more active lifespans are changing not only the lifestyles of society’s older members, but also how younger people view and adapt to their own new life stages.
Global Sociocultural Truths
Definition
Aging Population Economy
With the fragmentation of traditional family structures, people are finding new ways to organize their living situations.
New Living Situations
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Tropolis
By breaking traditional food formats, Tropicana 'snackifies' drinks with new fruit in a tube.
Sazón Express
“Comida Corrida” on-the-go, no need to sacrifice flavor nor tradition.
Solutions Combining Nespressotechnology with safety and convenience for busy moms.
BabyNes
New Living Situations - Case Studies
Success Cases
-School portfolio
- Conversion of POS
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School Portfolio
In order to satisfy needs and requirements established by SS and SEP for nutritional nutrient profiles for elementary school children. GB started in 2011 January, with the right products to meet the three stages for the change.
1st phaseJanuary / July 2011
12 productsWhith «Mi» prefix
2nd phaseAugust 2011 / July 2012
15 productsWith «Lineamiento
Escolar» stamp
3rd phaseAugust 2012 / July 2013
10 productsWith «Lineamiento
Escolar» stamp
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Main changes in scholar products
1. Small portions: Our products do not contain more than 140 calories and portions.2. Saturated Fat content: Our products contain less than 35% of calories from fat.
Categoría Fase 1 Fase 2 Fase 3Porción (kcal) 140 130 130Grasas Totales (% VET) 40 40 35Grasas Saturadas (%VET) No aplica 20 15Ácidos grasos trans (g/porción) 0.5 0.5 0.5Azúcares añadidos (% VET) No aplica 25 20Sodio (mg/porción) No aplica 200 180
Galletas, Pastelillos, Confites y Postres
Categoría Fase 1 Fase 2 Fase 3Porción (kcal) 140 130 130Grasas Totales (% VET) 40 40 35Grasas Saturadas (%VET) No aplica 20 15Ácidos grasos trans (g/porción) 0.5 0.5 0.5Azúcares añadidos (% VET) No aplica 10 10Sodio (mg/porción) No aplica 200 180
Botanas Saladas
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Conversion of POS (El Globo).
For the format, specializing in bread, cakes and crackers, has been difficult to compete in a market where the sale of bread is monopolized by retail chains like Wal-Mart, while concepts such as Starbucks conquered customers seeking consume coffee with some dessert.
El Globo began a makeover, but the most important of this metamorphosis is the foray into selling coffee. With 250 outlets, the business has lost public face of growing competition, so now his goal is to recover and win public coffee consumers and also offer savory snack baked.
Mega Wellness
Holism
Sociocultural Truths
Definition
Mega Wellness
Heightened, popular awareness of how everyday decisions affect health.
Aging East/West Public Health Campaigns
Media
Holism - Definition
Viewing one's emotional and physical well-being as a whole, and tending to one's health through alternative methods to modern, particularly Western, medicine.
Holism - Overview
Well-being = Mind & Body Connection
0
600
1,200
1,800
2,400
3,000
3,600
4,200
4,800
5,400
2005 2006 2007 2008 2009 2010
Cacao, cocoa
Yogurt, yoghurt, kefir,dairy cultures, activecultures, probiotics, etc.
Superfruits includingacai, pomegranate, noni,mangosteen,blackcurrant and seabuckthorn
New
pro
duct
repo
rts,
food
s &
dri
nks
Source: Datamonitor’s Product Launch Analytics
Using ingredients as a marker for health/nutrition
More enhanced nutrition ingredients
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10
20
30
40
50
60
70
80
90
100
110
2005 2006 2007 2008 2009 2010
SpeltMilletQuinoaAmaranthKamutChia
New
pro
duct
repo
rts, g
loba
lly
Source: Datamonitor’s Product Launch Analytics
Ancient grains have gained from the no gluten trendBaked goods with spelt, quinoa, amaranth, etc.
Ancient grains
Holism - Case Studies
Success Cases.
Sugar, fat & salt reduction.
Whole Grains
GB is committed to offering a variety of products that meet the needs and tastes of our consumers, and to develop options that meet global recommendations on nutrient content high impact on health.Among the actions taken, is the improvement in the nutritional profiles of both products that we currently market and new developments of the Group.
A diet based on foods high in saturated fat and sugar intake accompanied by plenty of fruits and vegetables as well as an active lifestyle, are among the main measures to combat chronic diseases recommended by the World Health Organization (WHO) and the United Nations Organization for Food and Agriculture (FAO).
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This led the group to implement a strategy of phased reductions in fat, sugar and salt in all products and qualify them along lines defined as "Indice de Saludabilidad"
Goals.
Sodium reduction 256 productsSugar reduction 287 productsTotal fat reduction 176 productsSaturated fat reduction 389 productsIncorporating whole grain 206 products
In 2010, thinking that our customers could conduct a better decision about their diet and lifestyle, we started with the implementation of a second stage in our front labeling proposal. This initiative is known as the world's GDA (Guideline Daily Amounts) and proposed labeling is frontal globally accepted, both by industry and by consumers.
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The use of whole grains in our products is of great importance because they provide the benefits of dietary fiber, antioxidants, phytonutrients, vitamins and minerals. For this reason, we have continued to work together with the Whole Grains Council (WGC) and currently 304 of our global products are registered with the council. This allowed us to add the Whole Grain stamp approved in packaging as part of labeling.
Basic StampContains at least8g (half portion)
Whole grains
100% StampNOT contain refined grains andcontains at least 16g (1 serving)
Whole grains
New Normal
Brand Aides/ Ecoeverything
Sociocultural Truths
Definition
New Normal
The adaptation to new economic realities in a globalized, recession affected world.
Trading Regulations
Communication Technology
Bubbles Economies Changing Climate
Brand Aides
Businesses and consumers “do good” by offering and buying products and services that are green, socially responsible, and give back.
Brand Aides - Overview
Responsibility actions with a vision
Brand Aides - Overview
Honest desire to contribute and connect
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0
5000
10000
15000
20000
25000
30000
35000
2007 2008 2009 2010
Eco-Friendly Package Ethical - Animal
Eco-Friendly Product Ethical - Human
Ethical - Charity Carbon Neutral
45%
28%
14%
9%
3%
1%
Beauty & Personal CareFoodHouseholdDrinkHealth & HygienePet
Sources: Mintel GNPD; Edelman Significa
Brand Aides - Case Studies
Pledge.
Other sustainability actions.
Success Cases.
Currently in compliance with applicable regulations and obligations for each country, making sure to keep the highest standard in consumer communication, both in our packaging and in various media.We held various self-regulatory initiatives, such as a commitment to our customers and society.
Grupo Bimbo PLEDGE, Responsible Advertising Initiative aimed at children focuses on the following six points:
1. Orientation advertising2. Advertisements directed to children under 12 years3. Promotions aimed at children under 12 years4. Presence in children interactive games5. Using characters aimed at children6. General application and validity
GB will promote the adoption of healthy lifestyles and when referring to a child under 12, is also subject to the Advertising Code of Practice Food and Beverage aimed at children..
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With the technology called "d2w" plastic degradation begins when life ends and plastic scheduled discarded. Over time the package becomes organic matter. The plastic will be consumed by bacteria and fungi present in the soil as an additive through the molecular structure is reduced to a level that allows the microorganisms natural reintegration.
The degradation process takes a maximum between 3 and 5 years, if we make a comparison, the normal plastic can take 100-400 years to decompose.
Grupo Bimbo since 2008 is the first company in Mexico to incorporate this new packaging technology in its production processes.
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Grupo Bimbo's commitment to future generations is permanent, keeps us focused on reducing the environmental footprint throughout our value chain. They have amassed substantial progress and achievements in the five areas of environmental sustainability: energy and water savings, emissions reduction, integrated waste management, conservation and improvement of the environment.
Reforestamos Mexico, Grupo Bimbo Civil Association, is committed to ensuring the forests that the country needs for its development.
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In order to promote family unity, society and teamwork while creating social awareness for the environment and good waste management, has supported the initiative of Fundación Azteca called “Limpiemos nuestroMéxico“ in which the community donated their time to collect waste in various urban areas, rivers and public spaces.
Food for ThoughtFood for Thought
Muchas GRACIAS
A sus órdenes:
Sara Crespo Casas
@sarcre
José Luis A. Juárez Cadena @joseluisjuarezc
