Poultry & Eggs : Tapping into
Consumer Needs
Aidan Cotter
Growing the success of Irish food & horticulture
AIDAN COTTER
Growing
the success
CHIEF
EXECUTIVE
BORD BIA
of Irish28food
& horticulture
JANUARY
2009
3rd Nov
“A vigorous domestic food and
drink sector is important to every
nation in this increasingly
uncertain world”
David Bell & Mary Shelman
Harvard Business School, May 2010
Growing the success of Irish food & horticulture
Need to show what Irish food & drink stands for
Growing the success of Irish food & horticulture
Smart, Green Growth: Poultry & Eggs
Consumer Confidence
New technologies to improve efficiencies
Enriched cage & free range systems
Innovation & added value
Promotion
International market access
Growing the success of Irish food & horticulture
Consumers the focus of everything we do
Growing the success of Irish food & horticulture
The Consumer Lifestyle Trends
“I want to stay in control of my busy life and make sure I
am at my best for the challenges the day presents”
“I want to be in control of my health and wellness, to
manage or improve it through making better choices”
“I need to balance the stresses in my everyday life with
experiences that are fun and fulfilling”
“I like to pursue better value, to help maintain my lifestyle
and to get the most from the money I have”
“I would like products that create less negative impact on
the world; I want choices that make me feel good without
harming my wallet ”
“I am looking for products and brands that are real and
authentic, because they have stood the test of time and
remained true to their heritage; they provide me with
comfort and reassurance”
Growing the success of Irish food & horticulture
Drivers
Rise of new media and
communication technologies
Sub-trends
Value seeking
The deepening desire for good value
Accessible luxury
Luxury items at more everyday prices
Increasing availability of
information
Exclusive choices
The demand for exclusivity and rarity
Counselled consumption
Economic anxieties
The rise of specialist advisers and peer reviews for
all consumption matters
Expert status
Growth in pursuit of knowledge and discernment for
identity and status
Growing market competition
and choice
Growing the success of Irish food & horticulture
Just right for me
The shaping of products and services to meet
individual needs
Value seeking
The deepening desire for good value
Counselled consumption
The rise of specialist advisers and peer reviews for all consumption
matters
Growing the success of Irish food & horticulture
Value seeking
The deepening desire for good value
15.0%
Total Meat
10.0%
10.1%
Poultry
Meat price inflation
5.0%
End 2008
2009
2010
0.0%
-0.5%
-5.0%
-4.5%
-10.0%
Source: Kantar Worldpanel
-15.0%
02nd 30th 28th 25th 22nd 22nd 19th 17th 14th 12th 09th 06th 04th 01st 29th 27th 24th 21st 21st 18th 16th 13th 11th 8th
Nov Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Nov Dec Jan Feb Mar Apr May June July Aug
08 08 08 09 09 09 09 09 09 09 09 09 09 09 09 09 10 10 10 10 10 10 10 10
Growing the success of Irish food & horticulture
Value seeking
The deepening desire for good value
+5%
6
Chicken sales on the increase…
4
2
0
-2
Meat
Chicken
-1%
-2%
-4
-6
-7%
-8
Volume
Value
Source: Kantar Worldpanel 52 w/e 4th Oct
Growing the success of Irish food & horticulture
-6% -6%
p/kg
Value seeking
The deepening desire for good value
+6%
7
6
5
4
3
2
1
0
-1
-2
-3
Eggs sales also increase…
+3%
-3%
Volume
Value
Source: Kantar Worldpanel 52 w/e 8th Aug
Growing the success of Irish food & horticulture
Av price
Value seeking
The deepening desire for good value
Growing the success of Irish food & horticulture
Value seeking
The deepening desire for good value
Growing the success of Irish food & horticulture
Value seeking
The deepening desire for good value
Eggs … great value for money
Growing the success of Irish food & horticulture
Drivers
Sub-trends
Declining trust in governments
and big business
Going back to the way life used to be
Back to basics:
Celebrating tradition:
Resurgence of respect for tradition and heritage
Economic anxieties
Craftsmanship:
Rising interest in the people and artisan skills
behind products
Behind the scenes:
Rising globalisation
Transparency as a mark of quality and trust
Passion for place:
Growing interest in where things come from as a
mark of quality and authenticity
Rising consumer curiosity and
desire for transparency
Growing the success of Irish food & horticulture
Reframing tradition and
heritage:
A modern take on the past
Passion for place:
Growing interest in where things come from as a mark of quality and
authenticity
Growing the success of Irish food & horticulture
Back to basics:
Going back to the way life used to be
Passion for place:
Growing interest in where things come from as a
mark of quality and authenticity
Growing the success of Irish food & horticulture
Passion for place:
Growing interest in where things come from as a
mark of quality and authenticity
Growing the success of Irish food & horticulture
Drivers
Increasing availability of
information
Sub-trends
Boosting the body
Strategies to protect against physical illness and
disease
Finding balance
Looking for balance in nutrition, diet and lifestyle
Scientific advances
Image control
Managing weight and external appearance
Growing public and media
focus on health and image
Pure and fresh
Seeking reassurance from Mother Nature
Coping strategies
Using or excluding products in a response to
modern-day ailments
Increasing life expectancy
Growing the success of Irish food & horticulture
Guiltless vices
Mitigating the effects of indulgence
Boosting the body
Strategies to protect against physical illness
and disease
Pure and fresh
Seeking reassurance from Mother
Nature
Growing the success of Irish food & horticulture
Image control
Managing weight and external appearance
Boosting the body
Strategies to protect against physical illness
and disease
Growing the success of Irish food & horticulture
Passion for place:
Growing interest in where things come from as a
mark of quality and authenticity
Eight out of ten consumers are aware of the Bord Bia Quality Mark
The vast majority say that it influences their choice of purchase
Growing the success of Irish food & horticulture
Passion for place:
Growing interest in where things come from as a
mark of quality and authenticity
Growing the success of Irish food & horticulture
Passion for place:
Growing interest in where things come from as a
mark of quality and authenticity
100
90
80
70
60
50
40
30
20
10
0
Quality Mark usage at retail Q3 2010
Growing the success of Irish food & horticulture
Passion for place:
Growing interest in where things come from as a
mark of quality and authenticity
Quality Mark usage at retail on chicken
16%
56%
28%
Growing the success of Irish food & horticulture
Passion for place:
Growing interest in where things come from as a
mark of quality and authenticity
Growing the success of Irish food & horticulture
Passion for place:
Growing interest in where things come from as a
mark of quality and authenticity
• 57,000 tns in 2009
60
• 53% chicken fillet
50
40
Trend in imports
• Valued at €182 m
total
fillet
30
20
10
0
2003 2004 2005 2006 2007 2008 2009
Growing the success of Irish food & horticulture
Passion for place:
Growing interest in where things come from as a
mark of quality and authenticity
Growing the success of Irish food & horticulture
Passion for place:
Growing interest in where things come from as a
mark of quality and authenticity
Growing Consumer Awareness of the Quality Mark
100
90
80
70
60
50
40
30
20
10
0
2004
2005
2006
2007
Growing the success of Irish food & horticulture
2008
2009
2011 (f)
New Christmas Promotion
Growing the success of Irish food & horticulture
Passion for place:
Growing interest in where things come from as a
mark of quality and authenticity
Poultry & Eggs : Tapping into
Consumer Needs
Aidan Cotter
Growing the success of Irish food & horticulture
AIDAN COTTER
Growing
the success
CHIEF
EXECUTIVE
BORD BIA
of Irish28food
& horticulture
JANUARY
2009
3rd Nov