Revitalising dairy THE NEW GOOD OF MILK. Tetra Pak Dairy Index Issue 8 17 June 2015

Transcription

1 Revitalising dairy THE NEW GOOD OF MILK Tetra Pak Dairy Index Issue 8 17 June 2015

2 CY/ / 2

3 The milk perception CY/ / 3

4 and that was why we conducted a consumer perception study Research Methodology Quantitative Online interviews Countries: Germany, Spain, Thailand, USA, China, Brazil Sample Size About 200 interviews per country, a total of 1225 Fieldwork Timing March 2015 Target Representative samples of milk consumers or former milk consumers CY/ / 4

5 Spontaneous associations Adjectives, images, nouns or emotions CY/ / 5

6 Consumers response to negative stories Most have no doubts about the goodness of milk TOTAL TOTAL FORMER USERS TOTAL GERMANY SPAIN THAILAND USA CHINA BRAZIL USERS doubts about the goodness of milk. TOTAL Q30:What's your response to these debates? I am convinced that milk is not good for people 6% 3% 4% 15% 7% bf 3% 4% 6% 13% h 7% I now have doubts about the 13% 12% 8% 9% than 50% believe it comes down to 12% goodness of milk 8% 31% 21% h I believe it comes down to how much you drink. Excessive consumption of any food can be bad Majority of consumers have no 30% of the consumers say they don t believe negative stories, and more how much you drink. 52% 67% 45% 57% 49% 51% 42% 52% 52% I don't believe them at all 30% 24% 39% 19% 36% 38% 23% 31% I 14% CY/ / 6

7 Reasons for drinking milk Top reason for drinking milk in developed markets is taste TOTAL GERMANY SPAIN THAILAND USA CHINA BRAZIL (A) (B) (C) (D) (E) (F) (G) CURRENT USERS Consumers in developing markets give their top reasons as a good Q20:Why do you usually drink milk? Please rank the three most important reasons? Summary top 1 reason It is a good source of calcium 14% B 8% 20% ABE 14% b 10% 16% Be 14% b It is tasty 13% DF 25% ACDFg 10% DF 5% f 20% ACDF 2% 17% cdf It is healthy 12% F 10% 16% F 16% bef 10% 6% 12% f It is nutritious source 11% BG of calcium 6% 9% and 14% a BG healthy, 11% bg 18% ABCeG 6% It is a good source of vitamin A and D 6% BD 3% 7% bd 2% 13% ABcDG 8% BD 5% It reduces the risk of osteoporosis nutritious 5% CE drink 3% 3% 9% abce 2% 7% bce 9% BCE It is an essential part of my diet 5% d 7% D 7% Dg 3% 4% 6% d 4% It is rich of protein 5% C 3% 2% 5% c 3% 8% bce 7% bce It is one of the most natural food available 4% 5% 4% 3% 3% 6% 5% It is refreshing 3% CDFG 8% ACDFG 1% 1% 9% ACDFG 1% 1% It is natural and genuine 3% G 4% g 4% G 4% g 4% G 3% 1% It is rich in minerals 3% ef 4% ef 2% 4% ef 1% 1% 3% f It is suitable for everybody 2% 2% 4% 3% 3% 3% It is easy to digest 2% C 3% c 1% 1% 2% 4% Cd 4% C It is suitable for children 2% b 1% 3% 5% abefg 1% 1% 1% It is suitable for a moment of relax 1% 3% d 2% 1% 1% 2% 2% It reduces the risk of fractures in women 1% 1% 1% 3% cf 3% cf 1% 2% It is recommended by nutritionists 1% 1% 1% 3% c 1% 3% bce 1% It reduces the risk of heart disease 1% 1% 1% 2% 1% 1% 2% It is suitable for adults 1% 1% 2% 2% 2% It is suitable for senior 1% 1% 1% 1% 1% 1% It reminds me of childhood 1% 2% 1% 1% 1% 1% It reduces the risk of breast cancer 1% 1% 1% 1% 1% It is recommended by dentists 0% 1% 1% Comparison Groups: ABCDEFG - Upper case letters indicate significance at the 95% level - Lower case letters indicate significance at the 90% level CY/ / 7

8 Consumer motivations Three key reasons people cite for giving up milk are: I changed my habits for no particular reason - 27% (essentially other more interesting choices) I no longer liked the taste - 26% I became Lactose intolerant - 21% CY/ / 8

9 Consumer motivations What would bring people back to milk Make it all natural More protein Make it really digestible More calcium New flavours Different smell CY/ / 9

10 Two factors influencing consumer choices The desire for optimum health and wellness Increasingly busy, complex lifestyle CY/ / 10

11 Product innovation trends Indulgence: Permissible Treats Milk 2.0: Personalised Products Pure Milk: The Natural Choice Designer Dairy: Made for Modern Life CY/ / 11

12 Product innovation trends Indulgence INDULGENCE: Permissible Treats ü Rewarding ü New consumption occasions ü Tasty and nutritious ü Wherever I want! CY/ / 12

13 Product innovation trends Milk 2.0 MILK 2.0: Personalized Products ü Better for me ü Minus milks ü Value-added products ü High personalisation CY/ / 13

14 Product innovation trends Designer Dairy DESIGNER DAIRY: Made for Modern Life ü Meal replacement ü Sports recovery products ü On-the-go consumption ü Snacking CY/ / 14

15 Product innovation trends Pure Milk ü Environment ü Health concerns ü Back to basics PURE MILK: The Natural Choice ü...it s/i m trendy! CY/ / 15

16 Effective communications CY/ / 16

17 Milk campaigns around the world CY/ / 17

18 The US: Changing times for marketing milk CY/ / 18

19 Communications Maintain the flow of positive messages Keep the scientific findings alive Build relationship with influencers Stay close, stay relevant, speak to the young generation Social media Word-of-mouth The language and tone Align and communicate collectively CY/ / 19

20 Exploring the new good of milk Innovate and be relevant Communicate and resonate CY/ / 20

21 Questions? CY/ / 21