Matt Southam. Multiple Retail Trade Sector Manager

Transcription

1 Matt Southam Multiple Retail Trade Sector Manager

2 Identify Problem Area Consumer Insight Devise Solutions

3 Innovation examples Meet new needs (Popcorn) Meet new occasions (Belvita) Attract new consumers (Philadelphia)

4 Cost should not be seen as a barrier if it increases value for money /kg 15% /kg -3%

5 Households spend less time preparing and cooking meals Time taken to prepare & cook main meal minutes minutes minutes Source: KWP Usage

6 Number of Total Food occasions which take over 30minutes to prepare -3% Number of MFP occasions which take over 30minutes to prepare -6%

7 Penetration of Red Meat by meal cook time % penetration of each occasion Source: Kantar Worldpanel

8 Mini Joints

9 Beef Roasting Joints (volume) -13.2%

10 Roast occasions is in a long term decline -18% (Nov 2012 vs Nov Kantar Worldpanel Usage Total Consumption 12 m/e November 2012 Kantar Worldpanel

11 Household size has become smaller Share of households Source: ONS / nvision The proportion of one-person households almost doubled between 1971 and 1998 (increasing from 19% in 1971 to 29% in 1998)

12 Red meat struggles to get served in single person occasions % penetration by number of people at the meal Source: Kantar Worldpanel

13 Source: AHDB/Kantar Worldpanel

14 Value added products now account for 36% of volumes within the lamb mini roast market. Source: AHDB/Kantar Worldpanel 52 Week ending

15 Mini-Roasts The Key to Unlocking the Roasting Category Profit potential Suitable for smaller Households Extends meal occasions for roasts No plate waste Quick to cook Fantastic alternative product for the BBQ

16 Stewing/Casserole

17 Long term decline (Beef Stewing/Casserole Volume) -22.7%

18 Consumer Research Lack of cooking knowledge and time are the major barriers to purchase Confusion over product terminologycasserole/stewing/braising Seen as an everyday family meal and therefore difficult to extend into other meal occasion repertoires

19 Consumer Research- The loudest finding Consumers are confused through a basic lack of knowledge The difference between stewing/braising/casserole On pack descriptions Best for usage They therefore use them interchangeably thus diminishing cooking results and with it category potential 19

20 Barriers to more frequent usage Cost to some, compared with say, chicken Planning, preparation and cooking time More convenient alternatives Red meat self restricted for some

21 After cheaper prices consumers want guidance, information and inspiration Inform ed Guide d Inspire d Better and brighter in store signage Better information at the fixture and on pack Recipe ideas at the fixture and in magazines 21

22 Beef Casserole with Mustard Croutons Autumnal Beef and Chestnut Casserole Beef Casserole with Herb Dumplings Beef and Beetroot Casserole with Watercress Dumplings Lamb Hotpot Lamb Casserole with Spring Vegetables Indian Spiced Casserole One-Pot Lamb Ragout with Lemon Couscous Beef Bourguignon Beef Stew with Dumplings Hearty European Stew Oxtail Stew with Celeriac and Potato Gratin Spring Lamb Stew Light Lamb Stew with Rhubarb Citrus Lamb Stew with Saron and Figs Lamb,Plum and Barley Mow Slow Cooked Beef Short Ribs Slow Cooked Beef with Gnocchi Winter Beef and Chestnut Casserole - Slow Cooker Version Beef, Ale and Turnip Stew - Slow Cooker Version Slow Cooked - Braised Lamb Shanks

23 Mike Whittemore Head of Trade Development

24 Consistency Innovation Education Seam Butchery Adding value Research Promotional support Agenda

25 Product Consistency Through our NPD work and knowledge transfer materials, we continue to work with the industry to improve specifications and product presentation.

26 Sirloin steak D cut sirloin steak thin line of gristle Borderline but could be improved upon removal of chain? Thick chain muscle attached toward rib end Extended tail left on Centre cut but back strap gristle still on Extreme example from rump end packed with centre cut but with back strap gristle attached

27 Topside Middle cut Corner cut only one third of topside joints are like this bottom 3 examples come from mouse end many muscles. Fat & thick vein, this example being from premium range

28 Braising/Casserole Steak examples

29 Consistency Innovation Education Seam Butchery Adding value Research Promotional support Agenda

30 Innovation The Tri-Tip Steak This steak has seen a growth in popularity across Europe and America. In a recent trial: 78% said they would buy it 73% said it looked appetising when cooked 68% said they loved the flavour By seam butchering the Rump Tail (Tri-Tip) and selling as Premium Tri-Tip Steaks as opposed diced beef could add 2.49 million to the annual retail sales value of this muscle.

31 Innovation Thin Cut Steak Range A range of cuts that meets consumer needs, providing the entire industry supply chain and the consumer with exciting, relevant products for the modern marketplace. Innovation Carvery Mini-Joint Range The beef and lamb mini joint range is ideal for midweek meals, perfect for small families and empty masters and provides great menu options on foodservice menus

32 Consistency Innovation Education Seam Butchery Adding value Research Promotional support Agenda

33 Education Meat Education Programme There are 3 practical levels for both beef and lamb, from breaking down a carcase to producing both basic and advanced foodservice and retail cuts. Theory modules for each specie, Meat knowledge, customer service and telesales modules are also available. Online examination and certification are available.

34 On-pack Label Consumer education Cooking tips New app to be launched

35 On-Pack labelling Flavours of the past Product stories Consumer education

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37 Consistency Innovation Education Seam Butchery Adding value Research Promotional support Agenda

38 Traditional rump steak

39 Seam Cut Rump Gluteus medius 1 Gluteus medius 2 Biceps femoris

40 Bistro rump steak Prime rump steak Picanha steak Centre cut steak Flat-iron steak Denver steak The cuts

41 Of the new cuts, Rump Bistro and Centre Cut steak appeal The Bistro looks expensive. It s small and reminds me of a fillet. I would buy it if the price was right. It s quite lean, it reminds me of Sirloin but a lot cheaper. The Club Steak - it just looks too fatty. The Flat Iron looks like a salmon steak. It s a less natural cut and I d wonder where it came from.

42 Primal Cuts

43 Topside primal into individual muscles

44 Thick flank muscles yield information

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47 Benefits of Seam Cutting Gristle, connective tissue and fat deposits easily removed Less plate waste All muscles are cut across the grain Eating quality improved Portion sizes more consistent and suitable

48 Industry issues Worry about plant efficiencies/ balance sheet rather than being consumer led Concern in creating imbalance - more demand for bistro than select etc Need for changing attitudes and working practices

49 Overall Summary Everyone benefits Most important..consumer receives better end product Processor sees increase in profitability The supply chain earns more margin More English meat sold

50 Consistency Innovation Education Seam Butchery Adding value Research Promotional support Agenda

51 Adding Value

52 Consistency Innovation Education Seam Butchery Adding value Research Promotional support Agenda

53 Casserole

54 Thin cut research Key Findings Range of descriptors are used, quick frying, minute, sandwich and sizzle steaks which can be confusing for consumers. Taste, ease and speed were all reasons consumers bought thin cut steaks. Grouping a range of suggested recipes together also helped inspire

55 Lamb Lamb Consumer Perception and Ranging Lamb is perceived as a premium protein/ meat justify this to consumer is key selling its distinctive taste Consumption barriers focus on VFM e.g. Chops/ cutlets are seen as small with a lot of wasted bone and fat. Versatility is another challenge for lamb with few cuts in their repertoire.

56 Consistency Innovation Education Seam Butchery Adding value Research Promotional support Agenda

57 Promotional Support Pulled lamb Following recent consumer focus group research, two products in particular stood out with considerable consumer appeal and potential. Lamb Cannon 3-Bone Rack

58 Promotional Support Easy, quick cook steak options for, lighter, healthier meal concepts 3 in 1 concept offers versatility on meal options Traditional World Flavours Healthy

59 Promotional Support I used to love steaks, but they are inconsistent. Alternative Steaks The Steak Revolution Consistent specification Affordable cuts Alternative value Steaks for every occasion

60 Promotional Support We developed the Mini Joint range to help counteract the decline in the roast market. More affordable More versatile More menu opportunities

61 Promotional Support Casserole and braising Build on what we have leant, address to decline in this cooking method and associated cuts and address poor specification and cooking advice. The potential for the Beef Shank is enormous!

62 Thank you Matt Southam/Mike Whittemore Trade Development