andrew waddell - consumption around the globe today and predictions for the future - australia
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2014 Australian Macadamia Society 40th Anniversary Industry ConferenceTRANSCRIPT
Consumption around the globe today and predictions for the future - AUST
Prepared by: Andrew Waddell
Domestic Sales Manager, Stahmann Farms
16 October 2014
Current situation – TREE NUTS
Australian nut consumption 2003-2014 (trade)
2014 AMS 40th Anniversary Industry Conference proudly presented by
200
250
300
350
400
450
500
550
600
30,000
35,000
40,000
45,000
50,000
55,000
60,000
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14
$A
mill
ion
Ton
nes
Tonnes $A million Linear ($A million) Trend ($A million)
Sourc
e: A
NIC
Australian nut consumption 2003-2014 (trade)
2014 AMS 40th Anniversary Industry Conference proudly presented by
200
250
300
350
400
450
500
550
600
30,000
35,000
40,000
45,000
50,000
55,000
60,000
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14
$A
mill
ion
Ton
nes
Tonnes $A million Linear ($A million) Trend ($A million)
Australian nut category landscape
Still waiting for a couple of modifications on this one Sourc
e: N
iels
en H
om
escan
Health is a key category driver
2014 AMS 40th Anniversary Industry Conference proudly presented by
Sourc
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alconsum
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Enmasse healthy attitude shift in last decade
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2005 2014
Nuts should notbe included in a
healthy diet
Doctors 16% 1%
Consumers 28% 9%
Nuts can help prevent heart
disease
Doctors 27% 56%
Consumers 24% 76% Sourc
e: N
uts
for
Life H
P a
nd c
onsum
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Current situation – MACADAMIAS
Kernel sales stable – based on supply
2014 AMS 40th Anniversary Industry Conference proudly presented by
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500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
FY 2009 FY 2010 FY 2011 FY 2012 FY 2013 FY 2014
Vo
lum
e (M
T)
Sourc
e: A
MH
A
Ingredient usage increasing
2014 AMS 40th Anniversary Industry Conference proudly presented by
Sourc
e: A
MH
A
Retail environment
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• Dominated by two retailers who are driving their own brand agenda (Private Label)
• Recent entrants into the space (ALDI/ Costco) have an own-brand agenda also – it’s the global trend
• +70% of snacking macadamia are sold through private label
• Retailer evolution is technology driven
– Shopper insights driven by loyalty cards
– Shift in check-out formats
– On-line shopping roll out
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Opportunities
Consumer perception
2014 AMS 40th Anniversary Industry Conference proudly presented by
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& pushes them out of the baking box
Savoury cooking with macadamias is exciting
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“The idea of cooking with macadamia is a
great one, but the applications of macadamias in
cooking need to be explained better.
“It opens up all new possibilities with
macadamia nuts.”
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Desire
SatisfyConsum-
ption
Strong consumer desire for new products using macadamias
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The Australian NutNEW NEWS FOR SOME BUT WARM AND
PRIDEFUL REPONSE FROM ALL
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“I love buying & supporting Australian produce”
“Definitely fits with macadamias, it’s one of the best selling points”
“Australian made is the best way to be sure it is safe. Outside of
Australia there is a lot of risk of short cuts, Australia is very
regulated.”
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Capitalising on the opportunities
Encourage innovation & NPD
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Teach consumers new ways to use macadamias
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Tell the macadamia story
Again & again & again…
2020 projections
Ingredient usage increasing
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Snack 50%
Ingred40%
FS 10%
2020
Production expectations – growing supply
2014 AMS 40th Anniversary Industry Conference proudly presented by
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500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
FY 2009 FY 2010 FY 2011 FY 2012 FY 2013 FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 FY 2019 FY 2020
Vo
lum
e (M
T)
Critical success factor – stable supply
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