Prepared for Fevia UK Workshop Date 7Th February 2013 Prepared
Total Page:16
File Type:pdf, Size:1020Kb
Prepared For Fevia UK Workshop Date 7th February 2013 Prepared By Green Seed UK 1 The Green Seed Group The Green Seed Group is a unique, international consulting network, specialising in the food & drink retail sector. Our core services include international business and brand strategy, market research, sales and marketing solutions. Our story began providing help exclusively for British food & drink companies, as the ‘Food From Britain International Network’. Since we started business in 1991, we have assisted over 1,000 clients growing brands and selling products internationally. Today the ‘Green Seed Group’ services food and drink companies from around the world. We are a unique network of 12 privately-held sales & marketing consultancies covering 19 countries across Europe, North America and Australia. We Advise, We Execute & We Deliver 2 Green Seed Group – International Network Germany (+ A, CH) The Netherlands Scandinavia UK U.S.A./Canada Belgium France Portugal Spain Italy (+ associates in Hong Kong, China, SEAsia, Australia Japan, Dubai, Russia, Central/East Europe) 3 Green Seed Services Market and category analysis Market Selection Trends & Developments Product Proposition Preparation Trade & Consumer Insight Routes to market Opportunity Identification M & A / Strategic Alliances Brand Planning Sales Strategy & Planning Trade & Consumer Promotion Distributor Selection Event Management Channel & Category Planning Public Relations Key Account Management We Advise, We Execute & We Deliver 4 THE UK IN CONTEXT 5 Country Summary –Area: 243,610 sq. km –Capital City: London –National Currency: Pound sterling –Population (2010): 62m inhabitants –Population Density: 256 people/sq km –Ruling Party: Conservative/Liberal Democrat Coalition –Prime Minister: David Cameron Source: CIA 6 Demography: 10 most populated regions Region Capital Population Population % Total /hectare Population Greater London urban area London 8,278,251 50.99 14.1 West Midlands urban area Birmingham 2,284,093 38.09 3.9 Greater Manchester urban Manchester 2,244,931 40.20 3.8 area Glasgow urban area Glasgow 1,749,154 40.60 3.0 West Yorkshire urban area Leeds/Bradford 1,499,465 40.52 2.6 Tyneside Newcastle 879,996 41.72 1.5 Liverpool urban area Liverpool 816,216 43.84 1.4 Nottingham urban area Nottingham 666,358 42.04 1.1 Sheffield urban area Sheffield 640,720 39.49 1.1 Bristol urban area Bristol 551,066 39.42 0.9 Source: Office for National Statistics, 2004 (from 2001 census survey) 7 Demographics Population Forecast (000’s) Population Split by Age, 2009 (%) 70,000 67,013 64,727 65,000 16.7 16.2 61,892 59,835 60,000 58,789 67.1 55,000 65+ 15-64 50,000 0-14 2001 2004 2011 2021 2031 Source: Office for National Statistics, 2008, CIA World Factbook 8 What’s the UK Outlook? Premium Private Label Sales Trend • The financial crisis hit the UK hard and the UK went back into recession at the end of 2011. Growth returned in Q2 of 2012 but has been very weak • Consumer confidence is fragile: The Queen’s Diamond Jubilee and the Olympics celebrations may have provided a small short respite for consumer concerns over jobs, income and disposable expenditure - and a welcome short term boost to retail sales • But ‘the road to recovery will be long and winding ‘(Bank of England governor 12th November 2012) • The coalition government’s programme of public sector cuts underway – yet only 25% actioned to date 9 What’s the UK Outlook? Premium Private Label Sales Trend • Much of the growth in the grocery market over the last few years was the result of commodity price rises • Food price inflation now appears to be stabilising and for the year to December 2012 was 4.1% • This compares with an overall inflation rate which has recently fallen slightly to 3% and shop price inflation of 1.5% • Food price pressures look likely to continue into 2013. 10 UK GROCERY RETAIL MARKET 11 UK Grocery Retail – International Context Top 10 Western European Markets Top 10 Global Markets Country Grocery Retail Country Grocery Retail Market Market (€bn) (US$bn) 1. France 208.17 1. USA 881.84 2. Germany 162.46 2. China 789.91 3. United 161.96 3. Japan 359.96 Kingdom 4. India 350.38 4. Italy 129.56 5. Brazil 289.92 5. Spain 97.05 6. France 276.04 6. Switzerland 39.77 7. Russia 256.38 7. Belgium 34.92 8. Germany 215.43 8. Netherlands 34.46 9. United 214.60 9. Sweden 24.55 Kingdom 10. Greece 23.72 10. Italy 171.80 Source: Retail Analysis Datacentre, calculated in 2011 12 UK Grocery Market Performance UK Private Label Share by Department, 2007 UK store numbers chart, Source: IGD Research, 2011 Source: IGD May 2012 13 Headline UK Grocery Market Performance UK Private Label Share by Department, 2007 • The total UK Grocery Market value in 2011 was £156.8 billion • This represents an increase of 3.8% over 2010 • Average annual growth rates over the last 5 years in the Grocery Retail Market are 4.1% • Consumer grocery expenditure accounts for 52p in every £1 of retail spend 14 UK Grocery Market Structure 2012 UK Private Label Share by Department, 2007 , 2011 Source: IGD May 2012 15 UK Grocery Multiples Stores by Format Premium PrivateS/markets Label S/storesSales TrendHypers Total YOY Tesco 373 377 167 917 +5% Sainsburys 242 299 57 598 +6.4% Asda 205 273 69 547 +5.6% Morrisons 207 266 0 473 +4% Waitrose 232 44 1 277 +10% M&S 317 +8.6% (f/hall) (Simply 145 -4% Food) Source: Grocery Retail Structure Wm Reed Bus Media May 2012 16 UK Grocery Leading Convenience Players Premium Private LabelConvenience Sales Trend Supermarkets YOY % Stores (Co-op only) Tesco 1,834 +6.9% The Co-op 1,792 373 -2.5% Sainsburys 432 +10.5% Source: Grocery Retail Structure Wm Reed Bus Media May 2012 17 FORMAT DEVELOPMENTS 18 Space Race Over? • Much of the growth of the Top 4 retailers has come from new store developments over recent years • Space tougher to find and planning hard to achieve • Consumers want personality not just ‘big boxes’ • Tesco signalled that may be over: – Slowing expansion plans by 40% – Still biggest store opening plans in the sector, but focus now on Express/Metro format/dotcom only stores/moving Extra format to Click and Collect • Sainsburys too planning 1-2 C stores per week over 2012 and early 2013 19 Small is Beautiful • Convenience stores also increased in number +0.6% - mainly the multiples expansion plans more than cancelling out the decline in independents (-4.5%) • Tesco opened the most C Stores (+147) and now bigger than The Co-operative • Sainsburys grew fastest in convenience (+16%) • Waitrose launched Little Waitrose, following a successful roll-out of motorway service outlets 20 RETAILER PROFILES 21 Mission Statement: “To create value for customers to earn their lifetime loyalty.” • Market leader by a substantial margin • Volume-led strategy utilising its scale advantages • Profit from sales is typically rolled back into the business to reduce operating costs, improve the offer to customers and cut prices. • Substantial on-line sales (world’s largest online grocery retailer) • Size issues – tough to do business with, slow to put ‘soul’ back into shopping experience Sourcing : • Global - focus on ‘buying better’, developing multinational supplier relationships and commercial capability. • Regional – traditionally focused on UK & Ireland, Central Europe and Asia with increasing focus on European level sourcing for both food and non-food. • Local – currently lists a total of 7,000 lines and is making itself more accessible to small, local producers. • Shoppers – reaches out to all parts of the market 22 Mission Statement: "To save everyone money, every day” • Competes closely with Sainsbury’s for position as the UK’s second largest grocery retailer by market share. • Now a multi-format operator following the integration of Netto UK supermarkets, though larger format stores remain core to the business. • Operating Model – ‘Britain’s lowest cost to operate supermarket’ – Asda’s everyday low cost business model enables the retailer to drive productivity and lower prices further. – Additionally, Asda is building its focus on EDLP and EDLC with the help of the global sourcing capability of Walmart. – Asda is also focusing on broadening its appeal through quality and range, particularly through the renewal and enhancement of its private label offer. • Shoppers – Particular appeal to low to middle income families, struggling on a budget, looking for value but also healthy meals for the family 23 Mission Statement: “At Sainsbury’s we will deliver an ever improving quality shopping experience for our customers with great product at fair prices. We aim to exceed customer expectations for healthy, safe, fresh and tasty food making their lives easier everyday.” • UK’s third largest grocery retailer by market share. • Primarily an operator of superstores and supermarkets. • Developing convenience operation, now operating over 400 convenience stores. • Great food at great prices: to build on and stretch the lead in food. Sainsbury’s continues to innovate and provide leadership in delivering quality products at fair prices, sourced with integrity. Shoppers • Middle and upper middle segment of the market. Consumers who are interested in source and healthiness of food at a fair price Sourcing: • Sainsbury’s offers the widest range of Freedom Food higher welfare products and sells more than any other UK retailer. • Sainsbury’s also claims to be the world’s largest retailer of Fairtrade products by value. 24 Sainsbury’s: Focus on Health and Well-being • CSR, especially health and well-being, is a core focus with Sainsbury’s ‘taking a lead on providing healthy, fresh and tasty food.’ • In early 2010, Sainsbury’s re-launched ‘Freefrom’ and ‘Be Good to Yourself’ private label ranges.