Beef Market Outlook January 2019 Mark Zieg AIDAN COTTER CHIEF EXECUTIVE BORD BIA 28 JANUARY 2009
Irish Beef Exports 2018 UK: 298,000T 52% 2.5 Billion +1% 573,000T (cwe) +3% CONT. EU: 250,000T 44% INTERNATIONAL: 25,000T 4%
EU Beef Consumption Source: EU Beef Forecast Working Group 000 tonnes 7250 7200 7150 7100 7050 7000 6950 6900 Consumption growth of 1.4% in 2018 Slight decline (-0.2%) forecast for 2019 2014 2015 2016 2017 2018E 2019F
% Change Beef Consumption Key Markets 2018 Source: Kantar Worldpanel, EU Beef Forecasting Group, Bord Bia +5 4.0 2.0 +2.2 +2 +1 0.0-2.0 N/C. N/C. UK Ireland France Netherlands Germany Italy Spain -1.5
000 tonnes cwe EU Beef Imports/Exports Source: EU Commission 330 310 290 270 EU-28 Beef Imports 2018: +6% EU-28 Beef Exports 2018: -8% 250 230 210 Imports Exports 190 170 150 2014 2015 2016 2017 2018
000 tonnes cwe EU Beef Imports/Exports Source: EU Commission 330 310 290 270 250 230 210 EU-28 Beef Imports 2018: +6% 2019: +2% EU-28 Beef Exports 2018: -8% 2019: -2% Imports Exports 190 170 150 2014 2015 2016 2017 2018 2019
EU Beef Imports increase by 11.3% (Source Comext)
EU Beef Exports decline by 5.5% (Source Comext)
European Beef Importers Source: EU Beef Forecasting Group 700 600 500-1% +1% 400 +3.5% -1% +3% 2018 300 2019 200 100 0 UK Germany Netherlands Italy France
European Beef Exporters Source: EU Beef Forecasting Group 600 500-4.5% 400 +1% 300-1% -2% 2018 2019 200 n/c% -15% 100 0 Germany Poland Netherlands France Spain UK
Global Beef Exports Source: USDA 10800 10600 10400 Global Exports Flattening out: +0.2% in 2019 10558 10576 10200 10000 9800 9998 9967 9600 9400 9200 9000 9586 9428 8800 2014 2015 2016 2017 2018 2019
Key Global Exporters 2018/2019 Source: USDA -5% 2019 2018-6% +15% +2.5% -7% -2.5% 0 500 1000 1500 2000 2500 +4.7%
Key Importers 2018 vs 2019-5% +7% +1% +7% Source: USDA 3.6% increase in Global Beef Imports in 2019 +10% 2019(F) 2018 +2.4% Source: USDA 0 200 400 600 800 1000 1200 1400 1600
Summary Strong Irish export supplies in 2018: +3% European consumption growth to slow in 2019 UK consumption and trade flow disruption? Global consumption to grow =+1.4%, while exports flatten Production and Export growth in Brazil, US, Argentina Lower Exports from Australia -7% and India -2.5% Strong Import demand from Asian markets
Beef Promotional Focus 2019 Prioritising Markets Partnering with Key Accounts Growing Awareness and Preference for Irish Beef Providing Proof => Supporting Volume and Value Growth in Beef Exports
Digital Marketing - UK
Launch of new www.irishbeef.co.uk website
Meat CBM_Q3c. Which ONE, if any, of the following is the MAIN reason for why you ever decide to buy beef? I want something that I can enjoy and share along with others 24% For a treat I want the basic nutrition my body needs I want it to fill me up and sustain me I choose something so that I could nurture or provide for others To simply satisfy my hunger cravings I buy something to comfort me and make me feel good 13% 11% 9% 8% 7% 6% I want to try something new and have a new experience I choose it for its health benefits I want something that reflects well on me or makes me look good to others As a guilt-free option that makes me feel good I need an energy boost to keep me going I want it to give me vitality (i.e. make me feel alive( 3% 2% 1% 0% 0% 0% Other 6% Don't know 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Unweighted base: All GB Adults who ever buy beef to eat at home(1592) 19
Meat CBM_Q7a_1. For the following question, please think about beef from each of the following countries... Which, if any, of the following attributes do you strongly associate with beef from each of the following countries? (Please select all that apply on each row) - Ireland Premium quality (e.g. high quality, good cuts etc.) 28% Farmed in an environmentally friendly way 25% Tender 16% Excellent flavour 25% For special occasions only 4% From a trusted source 37% None of these 9% Don't know 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Unweighted base: All GB Adults who eat meat (1734) 20
Meat CBM_Q6. For the following question, even if you were not aware this country produced beef, we are still interested in your opinion... How likely, or unlikely would you be to purchase beef produced in each of the following countries? (Please select one option on each row) Ireland 41% 40% 6% 6% 7% Scotland 58% 31% 1% 3% 6% Namibia 3% 10% 21% 49% 16% Brazil 7% 21% 26% 31% 14% Uruguay 5% 17% 26% 37% 15% USA Poland 11% 7% 20% 22% 28% 21% 35% 31% 12% 14% Very likely Fairly likely Fairly unlikely France 13% 38% 20% 18% 11% Very unlikely Argentina 14% 30% 21% 24% 11% Don't know Germany 11% 34% 24% 19% 12% England 67% 22% 2% 3% 6% Australia 18% 31% 21% 20% 11% Wales 50% 34% 4% 5% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Unweighted base: All GB Adults who eat meat (1734) 21
Italy Consumer Campaign
Chefs Irish Beef Club and Foodservice Promotion - Italy
Real TV Spot
PR Highlights Description Coverage Blog Coverage 63,000 Social Media Coverage 445,720 Total 508,720
PR Highlights
Mark Zieg Beef Outlook 2019 Thank You