: INSIGHTS - Seafish - the scottish perspective... · INSIGHTS Objective . To develop the Scottish...
Transcript of : INSIGHTS - Seafish - the scottish perspective... · INSIGHTS Objective . To develop the Scottish...
The Scottish Perspective
: INSIGHTS
INSIGHTS
Objective
To develop the Scottish food and drink industry through the provision of market
intelligence, consumer insight and category management to Scottish SME’s
: INSIGHTS
Stockbrokers in 1980 predicted the demise of the traditional British chippy
Hoare Govett
1980
Shopper Consumer
The Shopper Is Not Always The Consumer
Retailer
KWP purchase – 52 w/e 30 Jan 2013
How we are shopping - Grocery Spend
255 trips
UK: £100.3 billion + 3.8% y on y
£14.95 per trip
+ 5.0% y on y
Scotland: £9.8 billion
274 trips
£13.96 per trip
Grocery Market - Where are we shopping?
GB SCOTLAND
2012 2013
YoY Spend %
5.5 15.5
3.5 3.5
-1.0 -3.9
-0.7 -3.5
12.9
33.2 16.1 9.5 16.7
24.2
1.5 2.0
Scotland
6.2 4.1
YoY Spend % GB
TM +3.8 TM +2.9
Total Grocery
Grocery (RST) 12we 17 March 2013 (KWP P04)
Spend Share - Last Quarter
“I like stores where I can get everything at the one time” (40% agree)
Top Scottish Shopper Statements
KWP purchase – 52 w/e 2nd October 2011
“I try to lead a healthy lifestyle” (39% agree)
“I will choose an unfamiliar brand if it is on offer” (36% agree)
“I shop around for special offers” (36% agree)
“I compare prices of rival brands before I buy” (36% agree)
What we are buying - Top 10 grocery categories
Value (£ million) % share of overall spend % change in spend
Total GB Scotland Total GB Scotland Total GB Scotland Take home food and drink 85035 8423 100 100 4.1 5.3 Alcohol 11041 1293 13 15.4 2.8 7.3 Dairy 10323 962 12.1 11.4 2.6 3.5 Fruit & Veg 10635 911 12.5 10.8 5.9 5.6 Chilled Convenience 8217 878 9.7 10.4 3.4 6 Fresh Red Meat 5870 577 6.9 6.9 3.9 3.7 Bakery 5133 498 6 5.9 2.4 2.1 Soft Drinks 3364 379 4 4.5 2.8 2.4 Confectionery 3203 349 3.8 4.1 1.9 4.1 Frozen Prepared Foods 3206 285 3.8 3.4 6.2 6.1 Biscuits 2593 271 3 3.2 3.1 4.3
Data: 52 week ending 20th January 2013
What we are Eating - Top 10 Meal Centres
KWP Usage – 52 w/e August 2011
Sandwiches Fish
Pasta Meat Pies Sausages
Ready Meals Soup Pizza
Roast Meat Curry
Sandwiches Soup Fish
Pasta Sausages Meat Pies
Ready Meals Pizza
Roast Meat Curry
KWP Usage – 52 w/e August 2011
What we are cooking
Spaghetti Bolognaise
Casserole
Fajita’s Chilli Lasagne
Curry Macaroni Cheese Soup
Scottish shoppers are more brand loyal than UK counterparts
Kantar Worldpanel May 11
Scottish Consumer confidence remains low
Shoppers more focussed on product quality with increased interest in food origin provenance - affecting not just the meat category
Groceries are protected but not immune from cuts
53% 48%
38% 36% 34%
28% 26% 26% 26% 24% 23% 19% 16% 9% 9%
5%
Eating & drinking outClothes
HolidaysGoing out
Treating myselfHome entertainmentCharitable donations
SavingsHome improvements
Car travelFood shopping
Air travelGym membership
InsuranceHired help
House payments
Areas shoppers expect to cut back on in 2013
• Shoppers are most likely to cut back on foodservice and entertainment (particularly 18-24 year olds)
• “We used to eat out once a week but
that’ll go down to maybe once a month” ...and holidays
• “It won’t be food we cut back but things like holidays, as we won’t be able to save”
• However, one in four do expect to cut
back on food, particularly families (32%) and DE shoppers (30%)
So are we all “Doomed”?
Scotland Food & Drink / YouGov Scottish Opinion Omnibus Jan 12, 2012. Base: All Adults
Importance of Availability of Scottish Food and Drink
0% 20% 40% 60% 80% 100% 120%
Confectionery
Soft Drinks
Biscuits,Cakes
Game
Fish / Shellfish
Poultry
Bakery
Fruit & Vegetables
Dairy
Red MeatVery important
Fairly important
Not very important
Not at all important
Don't know
Scotland Food & Drink / YouGov Scottish Opinion Omnibus Jan 12, 2012. Base: All Adults
0 20 40 60 80 100
Glasgow
Highlands/Islands
Very Important
Fairly Important
0 50 100
Glasgow
North East Scot
Fish / Shellfish Fruit / Veg
Importance of Availability of Scottish Food and Drink- Regional Variations
Scotland Food & Drink / YouGov Scottish Opinion Omnibus Jan 12, 2012. Base: All Adults
Likelihood to Pay More for Scottish Products
53% 33%
6% 1% 7%
Wouldn't Pay More
Up to 10%
Up to 20%
Up to 30%
Don't Know
Source: ShopperTrack : Base: All main shoppers in Scotland and London SE Sep’11
Frequency of Paying Extra for Premium
28% 17%
54% 67%
18% 17%
London SE Scotland
Rarely/never
Sometimes
Always/usually
+10%
+7%
2014 Food & Drink Commonwealth Games: 23 July – 3 Aug • 25 days; 1 million tickets; 2 million meals • Global audience 1.5bn
Ryder Cup, Gleneagles : 26 – 28 Sep • Third largest event on sporting calendar • 45,000 daily visitors
Homecoming Scotland : 1 Jan – 31 Dec • Huge programme of events country-wide • Key themes: Food & Drink; Ancestry; Active; Creative & Natural
2013
10,500 + 1