Beef Market Outlook - Bord Bia · PDF fileGrowing the success of Irish food & horticulture...

Growing the success of Irish food & horticulture

AIDAN COTTER

CHIEF EXECUTIVE

BORD BIA

28 JANUARY 2009


Mark Zieg

Beef Market Outlook

January 2017


Irish Beef Exports 2016

535,000T (cwe)

+5%

€2.38bn

-1%

Distribution of Irish Beef Exports

(inc. offal)

52%

46%

2%

51% 46%

3%

0%

10%

20%

30%

40%

50%

60%

UK EU Internat'l

2015

2016 (e)

Source: CSO, Bord Bia Estimates


Irish Beef Export Destinations 2016 (tonnes CWE)

Source: CSO, Bord Bia Estimates

0

50,000

100,000

150,000

200,000

250,000

UK

Fra

nc

e

Ho

llan

d

Italy

Sw

ed

en

Germ

an

y

Sp

ain

De

nm

ark

Be

lgiu

m

Inte

rna

t'l

-2% +1% +18% +9% 6% 20% 13% -8% +17% +67%

Market increases reflect +5% in availability


EU Beef Consumption Source: EU Commission

7000

7200

7400

7600

7800

8000

8200

8400

8600

8800

EU

EU-15

-733

+469

Consumption growth in 2016 = 2.4%

No change forecast for 2017


+1.4

+3.1

+0.1

+1.8 +1.1

-3

1.6

-6.0

-4.0

-2.0

0.0

2.0

4.0

% C

han

ge

Beef Consumption in European Markets 2016

Source: Kantar Worldpanel, EU Beef Forecasting Group, Bord Bia


Import Development European Markets Source: EU Beef Forecasting Group

0

50

100

150

200

250

300

350

400

450

500

UK Germany Netherlands Italy France Sweden

2015

2016

2017

+7 +5 -33 +6 ? -9


Export Development European Markets Source: EU Beef Forecasting Group

0

50

100

150

200

250

300

350

400

450

500

Germany Poland France UK Italy

2015

2016

2017

-19 +1 -19 +4 +5 +4


EU Beef Imports/Exports Source: EU Commission

‘000 t

on

nes c

we

50

100

150

200

250

300

350

2012 2013 2014 2015 2016 2017

Imports

Exports

EU-28 Beef Exports

2016: +10%

2017: +2%

EU-28 Beef Imports

2016: +3%

2017: +3%


EU Beef Imports/Exports (Jan-Oct) ‘000 tonnes cwe

300

389 418

504

245 248 241 248

0

100

200

300

400

500

2013 2014 2015 2016

Exports -Beef + LiveCattle

Imports+17.2%

+2.7%

Source: Comext


Source: Eurostat

EU Beef Key Export Destinations (Jan – Sept 2016)

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

2015 2016Total Exports increased by 15%

Exports to Israel increased by 8,500T

to

nn

es c

we

Global Beef Production 2016 vs 2017 Source: Gira, USDA

0 2000 4000 6000 8000 10000 12000 14000

2017 (F) 2016YOY: -3% 5 YR AVG: -13%

YOY: 2% 5 YR AVG: 6%



YOY: 3% 5 YR AVG: -3%

1.4% increase in Global Beef Production in 2017

‘000 tonnes cwe

YOY: 4% 5 YR AVG: 18%

YOY: 0% 5 YR AVG: -2%

Global Exports 2016 vs 2017

0 500 1000 1500 2000 2500

2017 (F) 2016

Source: USDA

Total Exports Increasing by 2.7%

YOY: 12% 5 YR AVG: 16%

YOY: 8% 5 YR AVG: 22%

YOY: 6% 5 YR AVG: -5%

YOY: 1% 5 YR AVG: -4%

YOY: 3% 5 YR AVG: 12%

YOY: -5% 5 YR AVG: -4%


YOY: -17% 5 YR AVG: -4%


YOY: 5% 5 YR AVG: 33%

YOY: 7% 5 YR AVG: +14%

Key Importers 2016 vs 2017

0 500 1000 1500

2017 (F)

2016

Source: USDA

1% increase in Global Beef

Imports in 2016 YOY: 0% 5 YR AVG: -15%

YOY: 2% 5 YR AVG: 17%


YOY: +15% 5 YR AVG: 45%

YOY: -11% 5 YR AVG: -6%

YOY: 0% 5 YR AVG: -21%


OECD Meat Consumption Indicator 2017

World Average Beef Consumption 6.4 Kg per capita

China 3.8 kg per capita


Beef Markets Summary 2017

• Higher Irish beef exports in 2016

• EU consumption growth holding in 2017

• Increase in EU Exports outpacing Imports

• Global production is expanding

• Exports => Lower volume from Australia, New Zealand

=> More from USA, Brazil, India, Canada, Paraguay

• International consumption growth driven by Asia, and Africa



RESPONSE Brexit Challenge

BRITAIN Maintaining Loyalty and Position ahead of Brexit


Maintaining Profile in UK Retail and Foodservice


Promotional Events Supporting Trade


GERMANY Driving Awareness and building premium positioning

21

We have a

great story

to tell

Farmers are

our most

trusted

ambassadors

Country,

Tradition,

People =

Origin Green

People

want

facts!

Don’t tell

everything

at once

Don’t just tell.

Show!

Let’s start

with grass

THIS IS OUR SEEDING GROUND FOR THE IRISH BEEF

COMMUNICATION PLATFORM FOR THE NEXT 3 / 5 / 10

YEARS.

LE

AR

NIN

GS

Launching a New Sustainability focussed Campaign in 2017


Tas te

23

HE

AD

LIN

ES

Headline:

Who would have thought

it? This is how juicy

sustainability can be.

Headline:

Discover a new taste:

True passion.

Headline:

We all agree:

That's Irish grass

at its most beautiful.

Putting an Irish Slant on Sustainability for the German Market


24

INTRO (tease)

INTERACTION (entertain)

INFORMATION (educate)

Event

TV

POS

Print

Literature

Radio

FIRST CONTACT FAN BASE

Social

Media

Moving Images

PR

Banner

US

ER

JO

UR

NE

Y


Netherlands Maintaining Image based on Quality, Environment and Welfare attributes


Italy Supporting Communications of Premium Beef at Retail and Foodservice


A new promotional strategy partnering with trade and media


Nordics Supporting high end market opportunities at retail and foodservice


ASIA Extending Market Reach


EU Promotion – Intern/Journalist/buyer visits

EU Beef and Lamb Promotion - Asia

EU Promotion – Symposiums & Seminars


Chefs Irish Beef Club Strengthen the CIBC presence in the Nordic markets and establishing presence in Dubai

Targeting 95 Chefs in 2017


Beef Outlook 2017 - Mark Zieg

Thank You

Beef Market Outlook - Bord Bia · PDF fileGrowing the success of Irish food & horticulture...

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