Espen Hanson - Norsk laks i Spania - Norges sjømatråd
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Transcript of Espen Hanson - Norsk laks i Spania - Norges sjømatråd
MARKET TRENDS - SPAIN
UNEMPLOYEMENT AND INFLATION ARE MAKING ECONOMY UPTURN TOUGHER THAN EXPECTED
Unemployement Rate
Inflation
0,81,41,51,81,5
1,91,82,12,32,33,03,33,63,63,83,53,23,13,03,13,02,9
2,4
0
1
2
3
4
5
GDP growth
-1,1-3,8 -4,5 -4,0
-2,6-1,4
0,2 0,0 0,6 0,8 0,7 0,8 0,3
-10
-6
-2
2
6
10
T4/08 T1/09 T2/09 T3/09 T4/09 T1/10 T2/10 T3/10 T4/10 T1/11 T2/11 T3/11 T4/11
25
T4_09 T4_10 T4_11
23
21
19
17
15
22,9
Source: INE Source: INE
Source: INE
2010 2011
20,3
18,8
Consumer Confidence Index*
*Source: ICO Last published on P6/11 From P11/11 Source: Centro de Investigaciones Sociológicas
71,0
70,7
78,7
50,1
P12/08 P12/09 P12/10 P12/11
% Value Growth 2011 vs YAG
*Source: Kantar Worldpanel / Rest: Other sources
NEVERTHLESS, FMCG GREW AND IS SHOWING TO BE MORE RESILIENT THAN OTHER SETORS
+1,7%FMCG*
+25,0% Luxury Goods
+8,0% Tourism
0,0% Textile*
-18,0% Auto
-15,0% Home Appliances
-9,0% Pharma Expenditure*
-8,0% Advertising
-7,0% Gaming
Source: Kantar Worldpanel
162 161
2010 2011 2010 2011 2010 2011
28 28 19 19Trips Items x
BasketAverageTicket
SPANISH CONSUMERS ARE STILL CONTROLING THEIR SHOPPING TRIPS
THE SPANISH CONSUMER FINALLY STOPPED REDUCING THEIR EXPENDITURE IN FISH & SEAFOOD
FISH & SEAFOOD | SPAIN
76 76
6967
540531
477487
MAT P1308
MAT P0309
MAT P0609
MAT P1009
MAT P1309
MAT P0310
MAT P0610
MAT P1010
MAT P1310
MAT P0311
MAT P0611
MAT P1011
MAT P1311
Volume / HH (kg) Expenditure / HH (€)
FISH & SEAFOOD, MARKET IN RECOVERY AFTER BAD PERFORMANCE IN VOLUME LAST YEAR
€
Penetration %
AW Price / Kg
AW Purchase
68,8 67,4-2,1%
AW Expenditure
6,9 7,2+4,2%
477,3 486,9+ 2,0%
98,6 99,0+0,4%
76,6-10,1%
6,9+0,0%
530,5-10,0%
98,5+0,1%
2009 2010 2011
FAMILIES RETURN TO THE PURCHASE OF TOTAL FISH AND SEAFOOD, KEY FACT OF MARKET RECOVERY.
Contribution to growth of T.Fish & Seafood of Families with children.
-1,8%
-11,9%
3,4%
-8,7%
-4,9%
5,2%
0,7%
8,7%
-1,0%
7,8%
TAM4/2011-64,0%
+10,7%
TAM4/2010
2010 vs. 2009
2011 vs. 2010
% E
v. V
alu
e x
Crit
eria
EVEN IF IT’S POSITIONED IN A HIGHER PRICE TIER, SALMON PRESENTED A STRONG ATTRACTION OF BUYERS
36,1%
CONTRIBUTION TO GROWTH IN VALUE OF T.FISH & SEAFOOD
SALMON
HAKE(merluza)
BASS(lubina)
COD
SOLE(lenguado)
27,9%
10,0%
7,9%
2,0%
PRICE vs. PENETRATION GROWTH(bubble size = % penetration)
T.FISH & SEAFOOD
HAKE (merluza)
SOLE (lenguado)
BASS (lubina)
COD (bacalao)
SALMON (salmón)
5,0
6,0
7,0
8,0
9,0
10,0
11,0
-6,0% -4,0% -2,0% 0,0% 2,0% 4,0% 6,0% 8,0% 10,0%
% penetration (YoY growth)
aver
age
pri
ce (
€/kg
)
HAKE IS STILL # 1 IN ALL TYPES OF HOUSEHOLDS BUT SALMON IS REDUCING DISTANCES
HAKE vs. SALMON (% penetration)
88
69
78
91 90
92
87
91
78
90
7069
7168
73
76
72
76
63
68
HAKE SALMON
T.SPAINYoung
Ind.
Young Couple
w/o Kids
Couple w/ Kids
<6
Couple w/ Kids
6-18
Couple w/ Kids 18-30
Monoparental
Adult Couple
w/o Kids
Ind. Adults
Retired
-2pt
-1.9pt
+1.4pt-4.8pt
-0.5pt
-2.3pt
-1.2pt
+4.9pt
-4.5pt
-2.4pt
TOTAL SALMON | SPAIN(% penetration)
58
62
67
70
5960
64 65
TAM4/
2008
TAM1/
2009
TAM2/
2009
TAM3/
2009
TAM4/
2009
TAM1/
2010
TAM2/
2010
TAM3/
2010
TAM4/
2010
TAM1/
2011
TAM2/
2011
TAM3/
2011
TAM4/
2011
SALMON COD
SALMON IS THE MOST DYNAMIC FISH SPECIES2.5 MILLION NEW BUYERS IN THE LAST 3 YEARS
+ 2.5 million buyers
Source: Kantar Worldpanel Spain
SALMON SHOWS A STRONG PERFORMANCE, ADDING NEW MORE INTENSIVE BUYERS
T.ESPAÑA - TOTAL SALMON - T.ESPAÑA - TAM4/2011
Valor 000s €
476.244 20,2%
Volumen 000s Kgs Precio Medio €
47.329 21,0% 10,06 -0,7%
Key
Compra Media Kg Compradores 000s
> 0% change 4,1 15,4% 11.520 4,8%
< 0% change
Contents of measure boxesFrecuencia Compra
(Días)Volumen x Acto Kg % Penetracion Universo 000s
Actual % change 4,5 7,6% 0,9 7,3% 70,3 4,4% 16.394 0,4%
Grey font denotes insufficient sample
Contribution to change in spend
23% 38%-3% 2%40%
% Penetración Frecuencia Compra (días)
Volumen x Acto Kgs Precio Medio Kgs
Universo
24,3 24,1
% Evolución Volumen Kgs % Evolución Valor
HOWEVER, FRESH SALMON IS THE SEGMENT REALLY MOTIVATING TOTAL SALMON GROWTH
Fresh 76,7
Frozen 5,4
Smoked/ Salted 17,9
TOTAL SALMON TAM4/11 Vs TAM4/10
CONTRIBUTION TO GROWTH IN VALUE
CONTRIBUTION TO GROWTH IN VOLUME
Fresh 86,8
Frozen 6,3
Smoked/ Salted 6,9
% PENETRATION SALMON
64,3 66,5 67,5 68,872,8 71,3 71,5
64,5 63,468,5 70,6 68,4
72,676,0
72,375,6
63,567,6
J OVENESINDEP ENDIENTES
P AREJ .J OVENES SINHIJ OS
P AREJ .CON HIJ OSP EQUEÑOS
P AREJ .CON HIJ OSEDAD MEDIA
P AREJ .CON HIJ OSMAYORES
HOGARESMONOP ARENTALES
P AREJ AS ADULTASSIN HIJ OS
ADULTOSINDEP ENDIENTES
RETIRADOS
TAM4/2010 TAM4/2011
SALMON ADDING NEW BUYERS IN ALMOST ALL KINDS OF HOUSEHOLDS
2010
67,3 70,3
TAM4/2010 TAM4/2011
+4,4%
PENETRATION %
FAMILIAR TARGET ELDER TARGETS
FISH CONSUMPTION IS CHOOSEN BY AVAILABILITY, PLEASURE AND HEALTHY. DIFFERENTIAL DRIVER FOR SALMON: FLAVOUR
12,6 15,3 14,6
6,210,2 9,0
18,216,2
10,4 3,2 3,3
12,7
4,74,2
5,0
2,73,9
4,9
20,1
15,4 12,1
21,819,013,7
T.ALIMENTOS+BEBIDAS PESCADOFRESCO+CONG
SALMON F+C
PRODS. DISPONIBLE ME APETECIA UN CAMBIO
ME GUSTA SABOR POR COSTUMBRE
POR PLACER / ME APETECIA RAPIDO / COMODO DE PREP.
REGIMEN / DIETA SALUDABLE / SANO
% Occasions – MAT 2011
Salmon is considered as the
perfect combination of a Healthy
Flavoured treat against other Fish species in Spain.
DEVELOPMENT OF NORWEGIAN SALMON IN SPAIN
NORWEGIAN SALMON EXPORT TO SPAIN
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 20110
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
Mengde i tonn
Verdi 1000 NOK
STRONG INCREASE OF SALMON BOUGHT FOR HOMECONSUMPTION IN SPAIN – DECREASE IN THE OTHER COUNTRIES
Spain France UK Germany0
10000
20000
30000
40000
50000
60000
70000
Volume (Product weight)
2010
2011
To
tal
volu
me
of
Sal
mo
n p
rod
uct
s (t
on
pro
du
ctw
eig
ht)
+21%
-6,2%
-2,3%-3,3%
STRONG INCREASED VALUE IN SPAIN AND SOME IN UK. MINOR DECREASE IN FRANCE AND GERMANY.
Spain France UK Germany0
200000
400000
600000
800000
1000000
1200000
Value – local currency
2010
2011
Val
ue
(lo
cal
curr
ency
– E
ur
for
all
exce
pt
UK
wh
ere
it i
s G
BP
)
+20,1%
-1,7%
+ 2,7%
-0,1%
HOME CONSUMPTION OF FRESH SALMON IN SPAINVOLUME DEVELOPMENT
1 2 3 4 5 6 7 8 9 10 11 12 131,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
2008200920102011
Period of 4 weeks
Tonn
es (p
rodu
ctw
eigh
t)
Source:Europanel/Norwegian Seafood council
HOME CONSUMPTION OF FRESH SALMON IN SPAINPRICE DEVELOPMENT
1 2 3 4 5 6 7 8 9 10 11 12 137.00
7.50
8.00
8.50
9.00
9.50
10.00
2008200920102011
Period of 4 weeks
EUR
/kg
Source:Europanel/Norwegian Seafood council
• Salmon is outperforming seafood and FMCG.
• Salmon is increasing in all chain formats but especially in Supermarkets.
• Salmon has been one of the most attractive seafood species to attract new households in 2011.
• 70,4% of the Spanish households are buying salmon today.
– Aproximately 530 000 new Households from 2010 to 2011 and 1 300 000 new households from 2009 to 2010.
• The increased salmon sales are especially a consequence of increased numbers of new households and an increased purchase frequency.
– Increased comsumption among family households in 1. half of 2011 and seniors for 2. half of 2011.
– Increased consumption also among the once in the lower economic classes.
WHAT HAS HAPPEND?
MARKET ACTIVITIESNORWEGIAN SALMON IN SPAIN
TV-CAMPAIGN NORWEGIAN SALMON IN SPAIN
Campaign facts
• Target group: Woman with children age 2-14 years
• Communication tasks• Salmon is healthy• Salmon can be
prepared in many varieties
• Children like salmon
ATTITUDINAL KPI’S - BEFORE AND AFTER CAMPAIGN THOSE WHO HAVE SEEN THE COMMERCIAL IN THE AD-EVAL TEST
Easy to prepare
Little time to prepare
My friends consider me and expert
Above average cooking skills
Well suited for children
Children like
4.07
4.04
2.88
2.66
3.67
3.15
4.38
4.19
3.19
3.01
4.25
3.65
After (N=1002)
Before (N=1046)
Scale: 1- 5All numbers are significantly different on 95% level
The TV-ads have a positive effect on key elements such as child friendly, convenient, and subjective preparation skills.
TAKK FOR OPPMERKSOMHETEN!