2. The objective:
To build consumer understanding
To turn that into a consumer relevant
innovation & communication
To build the business profitably

3. Agenda
1. Consumer trends & needs
2. How to reinvent a market with a new brand ?
3. How to rebuild a market with category‐
generic communication?
4. How to translate this to the market of
processed vegetables ?

4. Consumer needs are
constantly changing...
1. Consumer trends

5. 1. Increased
individuality

6. Need for CUSTOMISATION & VARIETY

7. 2. Focus on
price/quality

8. 8
Consumer Demand
Benefit-driven/
Premium/Health
Value-driven/
Basic
• Demand for quality is polarising
Growth
Need for proper QUALITY/PRICE ratio

9. • Health becomes increasingly important
Need for HEALTH assurance/ enhancement

10. 3. Time
starvation

11. Need for CONVENIENCE

12. 2. How to reinvent a market with a new
brand?

13. Stable coffee maker and coffee market
0
100
200
300
400
500
600
700
800 1994
1996
1998
2000
Est2002
Coffee maker market - volume evolution
De afbeelding kan momenteel niet worden weergegeven.
Coffee market – volume evolution
De afbeelding kan momenteel niet worden weergegeven. De afbeelding kan momenteel niet worden weergegeven.

14. Unmet consumer needs in coffee market:
• Individual choice
• Better, rounder taste
• More convenience

15. Fresh cup in under 30 seconds
- A totally new coffee system & brand
Mild, round taste & crema layer
Plenty of variety

16. ‐ continued growth
0
15
30
2001 2002 2003 2004 2005 2006 2007 2008 2009
0
15000
30000
Appliances (Cum sales)
Coffee (Annual sales)
X 2 =
‐ higher value per cup
has delivered

17. 3. How to rebuild a market with
consumer‐relevant communication?

18. CASE 1: Milk market in FL
• Belgian Milk Market had been declining for years
– esp. as of the age of 11‐12 yrs
• Role of milk unclear for consumer ‐ competitors
claim both indulgence & health benefits

19. Underlying consumer insight
INSIGHT: Consumers are willing to invest in their health
now to stay fit longer ~ need for healthy lifestyle
=> MESSAGE : “It is essential to drink milk now to invest in
your health capital so you stay fit through old age’
VLAM: Vlaams Centrum voor Agro‐ en Visserijmarketing
ensures promotion of agricultural products in Flanders
Previous generic milk campaigns failed to engage
consumers
=> Need for ‘What’s in it for me’‐ approach

20. Campaign in Flanders (2008‐2011)
Commercial: “Everybody prefers to dance to the music of their
youth. So you know what you’re in for… Drink now milk for later’:

21. Results :
Recall of ‘Drink milk now for later’ = 88% after TV wave 1
Significant increase in per capita consumption over 3 yr period:
FLANDERS:
+ 4.8%
Vs WALLONIA:
- 6%

22. 3. How to rebuild a market with
consumer‐relevant communication?

23. • Pork meat consumption had been eroding gradually for years
in favour of chicken which is perceived as healthier
– consumption in 2011 vs 1986:
CASE 2: Pork meat in Quebec
- 8% vs. + 40%
• Quebec Pork producers have strong
expertise leading to feeding innovation
=> Quebec pork = lean, healthy meat

24. Underlying consumer insight
FPPQ: Fédération des Producteurs de Porcs du Quebec
represents the Quebec pork producers and wanted to change the
negative perceptions of pork meat
INSIGHT: 90% of Quebecers thought of changing their diet
to improve their health and 36% wanted to ban pork meat
which they consider to be low‐quality, fatty meat

25. MESSAGES: “ Quebec pork is a healthy, lean meat with 30% less
fat than 25 years ago”
“ Quebec pork is different from foreign pork”
“ Try new exciting pork cuts: osso buco & racks”
Underlying consumer insight

26. Campaign in Quebec (2011)
Objective: To educate consumers about quality & nutritional value of
Quebec pork & encourage them to ask for it at POS
TV was lead medium, supported by print, a website, POS material
Launched via a PR event ‘Gourmet Manifestation’ in which Gourmet Chefs
prepared osso buco and racks
TV Commercial: featured characters resistant to novelty who did
change to Quebec pork – selling line “QUEBEC PORK HAS
CHANGED. CHANGE FOR PORK” :

27. Campaign in Quebec (12 wks in 2011)
Results :
Perception that pork is lean meat : +21% from 19% to 24%
Average weekly consumption: +28% from 32% to 41%
Awareness of QUEBEC pork being different from foreign pork: +10% from
53% to 59%
PR event ‘Gourmet Manifestation’
o + 400% sales lift for pork osso buco
o + 350% sales lift for pork racks

28. 4. OPPORTUNITY IN VEGETABLE
PRODUCING INDUSTRY?

29. Processed Vegetable Markets
• Consumption of vegetables has clearly the potential
for further growth.
• Consumption of frozen and canned vegetables is
actually very small compared to fresh vegetables.
• The growth rate is very low for frozen vegetables,
even lower for canned vegetables.
10%
10%
Fresh
Frozen
Canned

30. Processed Vegetable Markets
• Some markets in Europe have much higher consumption
e.g. France.
Country Consumption: kg/capita
Avg 5.73
Belgium 5.45
Germany 6.07
Austria 6.38
France 10.58

31. Processed Vegetable Markets
• We can dynamize and with the right consumer insight achieve
growth in the market of processed vegetables by
communicating.
• Imagine we can copy the success of milk (+10%) or porc meat
(+20%) a much larger pie to benefit from.
90
95
100
105
110
115
120
125