Are we loosing the young generation? Amund Bråthen Senior Advisor Estoril February 7 th 2019
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Are we loosing the young generation? 4
Bacalhau facts in Portugal People are usually eating Bacalhau at 9 of 10 are eating bacalhau at home at least once a year 57% Weekdays 35% 7% Weekends Parties/festive occasions 5 of 10 are eating bacalhau out of home at least once a year 5
I buy bacalhau impulsively to everyday meals while the bacalhau to holiday meals like Christmas is more planned. I guess that bacalhau is an everyday meal, but still a special treat somehow. - 40 YO male consumer, Porto 6
Yearly average number of Bacalhau meals The younger generation is within a negative trend. Young persons do not eat Bacalhau as often as older persons - NSC/Kantar TNS (2018) Fewer number of meals among the younger Bacalhau consumers - SCI (NSC/Kantar TNS) Fewer households under 49 buyes Bacalhau for their homeconsumption - Kantar Worldpanel Frequency of consumption 63% 53% 36% 29% 45 40 35 100 90 80 70 60 50 40 High (Weekly) Medium (Monthly) 10% 8% Low (more rare) 1% 1% Don't eat bacalhau 30 25 2014 2015 2016 2017 2018 30 20 10 0 Up to 34 35-49 50-64 65+ 18-40 YO 41-65 YO 18-40 YO Total market 2012 2013 2014 2015 2016 2017 2018 7
I don t like fish because of the flavor, but I like Bacalhau - 39 YO male, low usage of Bacalhau, Lisboa
Drivers Drivers Taste Tradition Family and friends Many and strong drivers for Bacalhau Health Bacalhau unites people - Male 40, Porto Easy to prepare Versatile Value for money 9
Reasons to buy Bacalhau Tastes good The family likes it 46% 50% Important tradition Health benefits Easy to prepare Value for money Inspiring to prepare 31% 28% 25% 40% 49% Young Taste Tradition Family likes it Health Easy to prepare Safe to eat 23% Quick to prepare 19% A lean alternative Produced/caught in an environmentally friendly way 19% 13% 18-40 Year Olds 41-65 Year Olds 10
Reasons to buy Bacalhau Tastes good 50% 62% The family likes it 46% 55% Important tradition Health benefits Easy to prepare Value for money Inspiring to prepare Safe to eat Quick to prepare A lean alternative Produced/caught in an environmentally friendly way 31% 28% 31% 25% 28% 23% 28% 19% 31% 19% 21% 13% 17% 49% 39% 40% 44% 46% 18-40 Year Olds 41-65 Year Olds Young Taste Tradition Family likes it Health Easy to prepare Old Taste Family likes it Easy prepare Health Value for money Tradition Quick to prepare 11
More young than old consumers says they eat less bacalhau today than they did a year ago Percentage of people who says they are eating less than they did a year ago Value for money 28% 23% 18-40 YO 41-65 YO Uncertainty when it comes to Time * Choosing the product * Preparation * Dishes 12
All Bacalhau looks the same - I don t know what to choose - Male 35 YO, High consumer of Bacalhau, Lisboa 13
The young generation needs help to reduce uncertainty with choosing and preparing the product. Needs that needs to be met to buy more bacalhau Mainly emphasized by old Mainly emphasized by younger Reasonably priced 66 % 74 % Reasonably priced -9 % High quality product 41 % 44 % High quality product -3 % Trustworthy country 28 % 30 % Trustworthy country -2 % Sustainable stock 21 % 24 % Sustainable stock -3 % Presoaked Possible to buy in smaller pieces Boneless Sold nearby where I live or work Better visual appearance 22 % 18 % 20 % 18 % 20 % 12 % 13 % 11 % 13 % 10 % Presoaked Possible to buy in smaller pieces Boneless Sold nearby where I live or work Better visual appearance 4 % 2 % 8 % 2 % 3 % While the older are emphasizing price more than the younger, younger needs help to solve challenges with the product. I need new recepies I need knowledge of how to soak the bacalhau Skinless More appealing wrapping/packaging 16 % 5 % 11 % 5 % 11 % 5 % 5 % 3 % 18-40 Year olds 41-65 Year olds I need new recepies I need knowledge of how to soak the bacalhau Skinless More appealing wrapping/packaging 11 % 6 % 6 % 2 % 14
Drivers Barriers Taste Tradition Value for money Family and friends Health Easy to prepare Uncertainty when it comes to * Choosing the product * Preparation * Dishes Time Versatile Value for money 15
Barriers Coping strategies Value for money Trading down * Promotion * Cheaper products Mom or Grandma Uncertainty when it comes to * Choosing the product * Preparation * Dishes Pieces, chunks and shredded Frozen products and brands Time Cut it in the store Exit strategy 16
Are we loosing the young generation? 17