Jenny Melia, Consumer Foods, Enterprise Ireland

Market Trends and Opportunities

Ideagen Moorepark: October 25th 2011

Helping you to find new opportunities

• Extending a category – find new users for your product

• Forget about me toos– How is your offering different?– Where is the value add for the customer and the end

user?– Does your packaging have the ‘blink’ factor?

• Cannot sacrifice taste for health

• Understand how to exploit social media to promote and LISTEN

The Business of Food

Increase of 11 per cent over 2009

2010 export sales of EI client companies in Food sector were €7.7bn

Ireland the Food Island

• Clean environment• Traceability – safe food• Strong Government support

Key Global Trends

Global population

Food Security

Middle classes Rising

How Irish Shopping Habits Have Changed

• Shopping more in discount retailers

• Cutting back on discretionary spending

• Buying less premium brands

Make me healthy!• Functional foods e.g.

omegas• Probiotics and

nutraceuticals• Superfruits, (Cranberries,

Pomegranate, Goji, Acai)• Weight management• Allergan free• Gluten free• Low salt

Free from…….

• Gluten, wheat, lactose, cow's milk, nuts, egg, soy and nasty additives

• Exceed $26 billion by 2017• Improve the taste and texture• Fastest growing segment is Gluten

free• 10% of the US population have

difficulties digesting gluten.

Joël Robuchon & Fleury Michon chicken and

mushroom pie with no colourings, preservatives and hydrogenated oils,

France

Nom Dairy Creamy Senga Strawberry Yogurt, made using 100% British milk,

and with no artificial colours, sweeteners or

preservatives

Just Food Organic Handmade Soup,

handmade in Ireland with all natural

ingredients, providing 3 portions of your 5-a-day,

Ireland

Some examples…

Make my life easier!

Restaurant quality eating

at home Scratch cooking

Meal Kits

Innovation in Kid’s Food

• Guilt free snacks

• Boosting immune health

• Healthier food for kids

• Purchases influenced by kids

Eating is childs play

Innovating for the older generation

Affordable Indulgence

Ethnic cuisine

MAINSTREAM

• Chinese• Indian• Mexican

• Ethnic value in Britain to increase to over £1.5 billion by 2013

ON THE INCREASE

• Caribbean• Japanese• Thai• Scandanavian

TasteTraditional Food PairingsAuthenticity

Customise.…eCreamery

Sorbetto/ Gelato/ Ice cream baseSelect flavourings, add ‘extras’

Customise packaging, Name your flavourOrder online – 3 days

www.ecreamery.com......for a life less vanilla

Customise….Graze.com

• Select days

• Fits through normal sized letterboxes

• Like /Love/ Try

• Personalised nutrition

• £2.99/box

Sustainability

• Environmental impact

• Ethical farming• Authenticity• Sustainability e.g.

seafood, coffee beans, cocoa

• Minimise packaging

Asking and listening to the customer

Identifying a gap

• Recently Kellogg decided to introduce Crunchy Nut in the US

• In 30 years - 6.3% share of the cereal market in the UK and a 4% share in Ireland

• Because it tastes good

“Rethinking milk”

• Flavours– Ripe Strawberry & Raspberry– Lush Banana & Honey– Smooth Coffee with a hint of Vanilla– Milk Chocolate with a hint of Golden Caramel

• Quite simply, Modern Milk is the new deliciously sophisticated milk for today’s busy people and it comes in a range of grown up, subtle flavours

Think Differently…

• Range of chilled semi-skimmed flavoured milk beverages enriched with calcium, vitamin D and fibre

• Cross between a snack and a dairy drink

• Tescos and independent stores

• £1.29 for 330ml (£3.90/L)

Find new users for your product

• Arla and facebook campaign

• Spend £3m on advertising this year

• Build a service around the product

Adding value for the Customer

Marks & Spencer reported a rise in sales in the first quarter of the year, driven by its food business

“Only at M&S”

The retailer attributes the growth in food sales to the launch of 500 new food products during the quarter and its Dine in for £10 promotion

Offering M&S customers more choice, innovation and great value for money

Thank You

Jenny MeliaManager Consumer Foods, Horticulture & SeafoodEnterprise Ireland,Tel:  +353 1 7272485Mobile: +353 87 9136629jenny.melia@enterprise-ireland.com