Wie Sich Nestlé Deutschland Dazu Aufstellt

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Wie Sich Nestlé Deutschland Dazu Aufstellt Herausforderungen in Zeiten des Wandels – wie sich Nestlé Deutschland dazu aufstellt Béatrice Guillaume-Grabisch Vorstandsvorsitzende Nestlé Deutschland AG Deutsch-Französische Gesellschaft Frankfurt/Main e.V. Frankfurt am Main, 22. Mai 2017 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 Wir wollen die Lebensqualität verbessern und zu einer gesünderen Zukunft beitragen. Unsere Devise lautet „Good Food, Good Life“. 2 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 Zum weltweiten Nestlé bietet seit mehr Portfolio von Nestlé Nestlé beschäftigt als 150 Jahren gehören mehr als mehr als sichere und qualitativ 2.000 Marken, die in 328.000 hochwertige Mitarbeiter. Lebensmittel. 191 Ländern vertrieben werden. Nestlé produziert in Nestlé erwirtschaftete 1 Milliarden 2016 einen Umsatz von Nestlé Produkte mehr als 85 Ländern 89,5 Milliarden werden jeden in 418 Fabriken. CHF. Tag verkauft. 3 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 Nestlé ist das größte Unternehmen für Lebensmittel und Getränke weltweit – trotzdem repräsentieren wir nur einen kleinen Teil des Weltmarktes. Die 20 größten Unternehmen machen Umsatz weltweit gemeinsam nur 9% des Food-Markets aus 1,7% - Nestlé in Mrd. CHF 4 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 Unser Geschäft hat sich in den letzten 150 Jahren gewandelt 2000 “Ernährung, Gesundheit und Wohlbefinden” als neue Unternehmensphilosophie Gesund- Mono Kategorie Lebensmittel und Getränke heit Skin Health Nestlé beteiligt Gründung der Seit der Übernahme Nestlé erwirbt die Hans-Heinrich Nestlé Zusammenschluss des sich an der Anglo-Swiss der Exportverkäufe Auer GmbH (Bübchen), die Herta- übernimmt die Kerngeschäftes von Wagner Condensed Milk von Peter & Kohler, Artland-Dörffler-Gruppe, den Schöller Nestlé überträgt Nestlé und Maggi. Tiefkühl- Company. verkauft Nestlé Tiernahrungshersteller Matzinger Holding- Tieflkühlgeschäft von produkte Schokolade. und die Rowntree Mackintosh Gesellschaften Schöller und erlenbacher GmbH. GmbH. an Joint Venture Froneri 1866 1867 1886 1904 1905 1947 1970s 1980s 1993 2002 2005 2011 2014 2016 Im Schweizer Vevey Der Schweizer Farine Lactée Fusionierung von Ursina-Franck mit den Die Cereal Partners Gründung Gründung der Nestlé erfindet Henri Julius Maggi funsinoiert mit Marken wie Thomy, Caro, Bear Brand, Deutschland werden von Nestlé Skin Health S.A. und Nestlé das „Kinder- stellt die erste Anglo-Swiss Alete und der Einstieg in das deutsche gegründet (Teil der Health Erschließung des mehl“ und gründet kochfertige Condensed Mineralwassergeschäft. Cereal Partners Science. Geschäftsfeldes für die Farine Lactée Suppe her und Milk Company. Worldwide, eines Joint medizinischen Haut- Henri Nestlé. erfindet die Ventures von Nestlé pflegeprodukte. Suppen-würze. und General Mills). 5 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 Footprint Nestlé in Deutschland Mehr als 10.000 Mitarbeiter 15 Werke HQ 490’000t 3,1 mrd. EUR Produktionsvolumen Umsatz* All numbers excl. share shifted to Froneri in Oct. 2016 *w/o Froneri | incl exports to affiliates 6 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 Nestlé Deutschland Portfolio Kulinarik (trocken – nass – gekühlt – tiefgekühlt) Wasser & Softdrinks Süßwaren Babynahrung Cerealien & Müsli & Riegel Tiernahrung Kaffee & Kakao & Tee (löslich & portioniert) Gesundheitsprodukte 7 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 Der deutsche Lebensmittelmarkt im Wandel Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 Ernährung als Spiegel der Gesellschaft 19. Jahrhundert 20. Jahrhundert 21. Jahrhundert 9 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 Heute: die deutschen Konsumenten sind sehr preissensibel & geben relativ wenig für Lebensmittel aus. Die Nachfrage nach Qualität nimmt zu , aber Die Deutschen geben nur 13% ihrer Ausgaben 47% der Deutschen achten immer noch primär für Lebensmittel & Getränke aus - im vgl. zum auf den Preis. europäischen Durchschnitt von 23%. [in %] When Shopping, I focus on quality When Shopping, I focus on price Share of expenditures for food 10 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 In Deutschland beeinflussen fünf „Game Changers“ unser Wirtschaftsumfeld und setzen neue Regeln Reputation der Lebensmittelindustrie unter Druck Konsumenten-Trends als Ausdruck der Persönlichkeit Grenzen im Handel und Außer-Haus-Bereich verschieben sich Digitale Unternehmenstransformation Dynamik in der Bevölkerungsentwicklung 11 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 1 Die Lebensmittelindustrie in Deutschland steht im Fokus vieler NGOs und der Medien NGOs mehr aktiv in Deutschland als Anhaltende Lebensmittelskandale irgendwo sonst… in der Presse 13 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 2 Konsumententrends als Ausdruck der Persönlichkeit: “Ich bin was ich esse” Natürlich / Bio “Frei von…” Flexitarier Vegetarische Ernährung weiterhin wichtig, auch wenn der Trend zu Fleischersatz-produkten in 2016 langsam abebbt. Umsatz Bio Lebensmittel 2016 in Deutschland in Mrd. € Umsatz mit Fleischersatzprodukten und pflanzlichen Brotaufstrichen (in mio. EUR) +12% +13% 3,1 2,8 Aber: Es wird immer noch sehr viel Fleisch 2,5 gegessen. In Deutschland wurden 2016 mehr Tiere geschlachtet als zuvor: • 5.6 mio. tonnen Schwein (-) • 1.5 mio. tonnen Geflügel (+) • 1.1 mio. tonnen Rindfleisch (+) 2014 2015 2016 14 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 2 Die persönliche Einschätzung wird zur Wirklichkeit und Kaufentscheidung 16% 15% Selbst Einschätzung Geschätzter Anteil in der Bevölkerung Lactose-frei 9% Selbst Einschätzung Geschätzter Anteil in der Bevölkerung Gluten-frei 24% Anteil in der Bevölkerung, die 19% regelmäßig light Produkte konsumieren. Anteil an 14 bis 18-jährigen, die regelmäßig light Produkte konsumieren. Light Produkte: Kalorien, Zucker oder Fettreduziert Sources: Nielsen, Market Track, LEH+DM, *12 Monate bis KW44_2013/2014/2015; EARSandEYES/ Focus 2014, Light products: BMEL-Ernährungsreport 2016 15 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 2 Neue - noch kleine - Foodtrends nehmen Fahrt auf und ergänzen die bestehenden großen „reifen“ Trends Detox / Ayurvedische Besinnung auf Urgetreide Ernährung wie Amaranth, Dinkel, und alte Sorten (z.B. Tomaten) Modernes und klassisches Superfood Alternative für Fleisch-Proteine: Superfoods modern + 11,5% Seetang, Wasserlinsen und Algen Superfood klassisch + 5,0% Protein + 77,4% Kulinarischer Körper-Kult und die Rückbesinnung auf Tradition & Verantwortung Quelle: GfK ConsumerScan (CP+), * MAT11/2016, Durchschnittliche jährliche Mengenveränderung* 2012-2016 (in %) 16 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 3 Die Discounter transformieren sich und stellen so neue Ansprüche an die gesamte Handelslandschaft Zunehmende Listung Neue Produkte und Frische und Neue Form der von Markenartikeln Services Convenience / To Go Kommunikation / in den Märkten Medieneinsatz Z.B. Musik-Streaming, Popup Store Lidl (HH), Designer- Fashion, Aldi Bistro (Köln) 17 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 3 Der klassische Handel, das Außer-Haus Geschäft und der Online Handel überschreiten bisherige Grenzen Der LEH bietet frisch zubereitete Speisen und „Restaurants“ direkt im Markt an, Online Lieferung direkt aus dem Restaurant, Online Unternehmen eröffnen stationäre Geschäfte ‰ Die Grenzen zwischen klassischem Handel, Außer-Haus Geschäft und Online Handel verschwimmen. 18 Béatrice Guillaume-Grabisch, Nestlé Deutschland AG, Deutsch-Französische Gesellschaft, Frankfurt am Main, 22. Mai 2017 3 Retailer investieren massiv in Medien und Werbung Deutsche Werbeausgaben anteilig am BIP 0.7% 1.0% in 1995 in 2015 Deutschland auf Platz 5 der Deutschland: Der Handel gibt mehr für Deutschland: Lidl & Amazon unter den Werbeausgaben weltweit Werbung aus als die Food Branche Top 10 Werbetreibenden Share of global advertising market in % Advertising expenditures in Germany in bio. € Advertising expenditures in Germany 2016 in mio. € Entertainment & Media USA 35,8 4,7 Procter & Gamble 867 China 15,0 Retail 4,0 Ferrero 425 Food & Beverages 3,4 Japan 7,0 L'Oréal 372 Services 2,7 Great Britain 4,9 Media Markt / Saturn 297 Automobile 2,3 Sky 285 Germany 4,1 Personal Hygiene 2,3 Volkswagen 285 Brasil 2,5 Health 1,5 Beiersdorf 272 South Korea 2,2 Telecommunication 1,4 Lidl 261 Australia 2,1 Finance 1,1 Amazon 239 France 2,1 Household and Garden… 1,0 Telekom Germany 237 References: Handelsblatt Research Institute February 2017, Statista, Nielsen Media Research Jan – Dec. 2016 19
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