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EU Market Scoping Findings

EU Market Scoping Findings. Manufactured Goods 26 th April 2016. France. Price War A-Level Brands vs Private labels. World Foods Landscape – Asian, North African, Indian, small Caribbean presence. Importance of Convenience

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EU Market Scoping Findings

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  1. EU Market Scoping Findings Manufactured Goods 26th April 2016

  2. France • Price War • A-Level Brands vs Private labels. • World Foods Landscape – Asian, North African, Indian, small Caribbean presence. • Importance of Convenience • Other grocery retailers (organic shops and superstores) continue to experience double digit growth.

  3. 2015 Hypermarket Company Share Grocery Retail - France

  4. Forecasted Growth for a Cross Section of Packaged Food in France

  5. Product Trends • Soft Drinks • Upgrading to more natural drinks • “A” brands perform much better than private label • Revolutionary Innovations in Packaging • Higher food safety standards in 2015/clean labelling and additive-free products. • Sauces and Condiments • Variety • Large number of players active within the category • Dual trend (family vs young adults) • Development of home cooking and the trend towards entertaining friends at home • Herbs and spices sold in bulk remained a niche area

  6. Goods - Netherlands • There is a growing trend towards global foods • Diaspora demand has been falling as the generations increase. • Standards particularly HACCP and ISO2200 are very important • The number of outlets continues to decline in 2014, as smaller convenience stores and specialists are squeezed out • Strong rise of price-slasher supermarkets • Internet retailing of groceries is still in the early stages of its development

  7. 2015 Supermarket Company Share Grocery Retail – Netherlands

  8. Forecasted Growth for a Cross Section of Packaged Food in Netherlands

  9. Product Trends • Personal Care • Dutch consumers displayed particular interest in products that help to achieve a naturally beautiful, healthy look. • Key focus area for product developments was the introduction of nourishing and protecting added value features • Dr Hauschka, smaller player in natural and organic products performed particularly strongly in lip care and hand care • Sugar Confectionery • Shift towards healthier sugar confectionery • Mints is set to record the most dynamic value growth in 2015, growing by 1% in current value and retail volume terms • Dutch consumers consume the highest amount of liquorice per capita in the whole world.

  10. United Kingdom • The United Kingdom is the biggest market for Caribbean Foods and seems to be a natural starting point for food companies trying to enter Europe • Caribbean products are often grouped with African products to create an African-Caribbean category. • Tesco retains lead with 22% of value in 2015 but loses share from 2014 as competition from Aldi and Lidl intensifies • There is strong price competition among the leading players in supermarkets and hypermarkets.

  11. Aldi and Lidl – Rise of Discounters • Discount luxury • Improvements in stores and range • Strong marketing • Consumers becoming increasingly confident in the quality offered by discounters • Aldi saw the biggest surge in share in 2015 - half a percentage point in overall grocery retailers to reach 4% in sixth place

  12. 2015 Hypermarket Company Share Grocery Retail – UK

  13. Product Trends • Chocolate Confectionery • Growing focus on offering chocolate confectionery with a premium positioning • Single origin chocolate being offered by private label • Growing focus on social media marketing • Candles • From functional to emotional • ECO and Fairtrade • Co-packaging with interior designs

  14. Markets within Markets

  15. Alternative Channels

  16. Feedback from the Distributors • There products in high demand but its difficult to get them • If operating in the Caribbean channels then your product needs to be Caribbean oriented not US/European. • Packaging – Barcodes, Shelf Ready, Attention Grabbing, Smaller Sizes. • Increasing popularity of C’bean products means they are noticed by regulatory authorities. • Replication of Caribbean products eg. Reggae Reggae Sauce and Tropical Sun • TT exporters are sellers and do not seem interested in building brands • Baron Foods is a great example of success in Europe

  17. Manufacturer-Distributor Relationships

  18. Online Presence and In-Store Tech Waitrose’s Quick Check Scanner TESCO’s Groceries Website

  19. Goods Conclusions • UK seems to be the first port of call for goods exports. • UK and Netherlands are the top destinations for Caribbean products due to geographic concentration of consumers. • Convenience, price, health and indulgence are key factors to the consumer • Online presence and technology and slowly growing in relevance in all markets • There are a number of smaller players which are gaining and retaining a share of the market

  20. Next Steps • Initiate a relationship building process with repeated contact and sharing of information. • Integrate some of the major challenges shared into the capacity building programmes. • One on one meetings with companies to discuss the opportunities and challenges in each market. • Study the success factors • Channel resources into developing and expanding international networks which opens doors for exporters.

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