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Recessionary Strategies for Food and Drinks Companies: The impact on NPD, price architecture and future developments

리서치사	Business Insights
발행일	2009년 10월	상품코드	102485
페이지 정보	98 pages
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한글목차
영문목차
관련자료

영문목차

Abstract

In North America, Europe and, to an extent, Japan, the food and drink industry has been significantly impacted by the downturn. Recession in these markets has radically altered consumer behavior across the board, and essentials such as food and drink are by no means exempt. While consumers are not going to stop buying groceries, recession has both a real and a potential impact on household incomes and budgets. Falls in actual income caused by recession and the possibility of reduced future income have entailed major changes in spending on food and drink in developed economies.

Executive summary

The recession and spending on grocery
The impact of the recession on grocery sectors
Recession and grocery retail

Chapter 1 - Macroeconomic analysis

Summary
Introduction
Developed economies in recession
The cost of food and drinks

Chapter 2 - Resilience, vulnerability and trading down

Summary
Introduction

Immediate impact of the recession
Short-term movement in grocery markets
Resilient sectors of the market
Premium and ethical products

The impact of trading down
Impact on market structure
Case study- Bonduelle

Movement to home consumption
- Taking more meals at home
- Entertaining at home
- Preparation of food for out-of-home consumption

Chapter 3 - Recession and the grocery retail sector

Summary
Introduction
Grocery retail and the recession

Growth in value retail and discounters
Dynamics of price-driven discount food retail
- Building standardized ranges
- Targeting high growth segments
- Adapting products to suit local tastes

General trading down in grocery retail
Premium private label offering
Ongoing development of lowest price private label
Upmarket retailers develop value ranges

Growth of private label

Chapter 4 - Innovation and NPD

Summary
Introduction

Price and value strategies
Targeting budget-conscious consumers
Focusing on costs and pricing
- Packaging modification

Targeting in-home consumption
Meal occasions out of the home
Displacement of demand
- Products and ingredients for home cooking
- Home entertainment and treats

Products for out-of-home consumption

Chapter 5 - Outlook and future developments

Summary
Introduction
Outlook scenarios for developed economies
Consumer trends over the next 5 years
The evolution of NPD

List of Figures

Figure 1.1: Quarterly real GDP growth in Europe, the US and Japan (%), 2008-Q2 2009
Figure 1.2: Economic Sentiment Index, Europe, 2004-2009
Figure 1.3: Unemployment rates in Europe, the US and Japan, % of adults, September 2008-June 2009
Figure 2.4: Rating of resilience to the downturn of different product categories
Figure 2.5: Recessionary impact on market structure
Figure 2.6: Sectors gaining from trading down
Figure 3.7: Retail strategies for recession in the UK
Figure 3.8: Growth in discounter share of European grocery market value, 2003-08
Figure 3.9: Innovative private label offerings
Figure 3.10: Trading down in a recession
Figure 3.11: Grocery private label share (%,value), Europe, May 2009e
Figure 4.12: Balancing experience with value
Figure 4.13: Importance of downturn-related consumer trends on grocery
Figure 4.14: Rating of importance of strategies targeting budget-conscious consumers
Figure 4.15: Rating of options for cutting costs and developing lower price products
Figure 4.16: Expectations of changes in marketing and NPD expenditure during recession
Figure 4.17: Innovation in packaging
Figure 4.18: Out-of-home share of total meal occasions (% of annual occasions), Europe and US, 2008
Figure 4.19: Meals for out-of-home consumption
Figure 5.20: Rating of importance of consumer trends over next five years
Figure 5.21: Rating of impact of downturn on NPD by region
Figure 5.22: Key positionings by year for all food and drinks products (% share of launches), 2007-2009

List of Tables

Table 1.1: Quarterly real GDP growth in Europe, the US and Japan, 2008-Q2 2009
Table 1.2: Unemployment rates in Europe, the US and Japan, % of adults, September 2008-June 2009
Table 1.3: Monthly changes in food prices, EU economies (%), August 2008-July 2009
Table 3.4: Growth in discounter share of European grocery market value, 2003-08
Table 4.5: Out-of-home meal occasions, Europe and US (occasions bn), 2003-2008
Table 5.6: Impact of outlook scenarios for developed economies on grocery sector