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"The Commissay - It's Worth the Trip". Brad McMinn Chief, Perishable Division. Thank YOU! For Making It Happen . Market Basket Change. Outlook. Consumers Adopting New Behavior to Save on Food. Consumers are economizing on food purchases: three trends have emerged in 2009:.
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"The Commissay - It's Worth the Trip" Brad McMinn Chief, Perishable Division
Thank YOU! For Making It Happen
Consumers Adopting New Behavior to Save on Food Consumers are economizing on food purchases: three trends have emerged in 2009: Saving money on eating out:switching from fine dining to fast foods and seeking supermarket meals solutions in place of restaurant fare Saving in the store:buying more value brands, using coupons, buying basic ingredients and shopping with a plan Switching store formats: buying at supercenters, warehouse clubs and limited assortment stores Source: FMI Grocery Shopper Trends 2009
Increased In-Home Eating Occasions • Pressures from the turbulent economy are changing consumers behavior… • Consumers are doing MORE of: • Going out of their way to find bargains • Shopping multiple stores for the best price • clipping & redeeming coupons • Eating out less and • Reading supermarket circulars • Consumers are doing LESS of: • Dining out for lunch & dinner • Buying less organic produce & meats • Buying less Starbucks Coffee • Buying less Premium dark chocolate 6 Source: NGA, 2009 Consumer Panel Survey & Phil Lempert, Supermarket Guru & Mintel
Fundamental Changes in the way Consumers are shopping today . . . Grocery Food Shopping Source: Retail Forward ShopperScape, Feb/Mar/Apr 2009
They are seeking deals to avoid trading down Grocery Food Shopping Source: Retail Forward ShopperScape, Feb/Mar/Apr 2009
Patron Summary • Capitalize on Increased In-Home Eating Occasions • Consumers and Patrons eating out less: Restaurant quality & Healthy meals, conveniently prepared at home • Saving Money is a Priority • Increased use of coupons • Buying products on sale • Provide multiple pricing for value and stock up • Consumers are Time Stressed • Provide convenient home meals solutions, in both Frozen and Shelf Stable Grocery • Key in on innovation and flavor profiles that meet the needs of the Patrons: Dining out “At Home”, Convenience, Healthy Fit • Importance of Variety • Patrons expressed satisfaction with DeCA’s strong variety offering • DeCA Point of difference versus Grocery & Club channels 9
Club Packs Meet The Need! • Economic Trends and DeCA Purchase Patterns FAVOR Club Packs! • Average 18 times a year – Stock Up • Perceived as Better Value • Value overrides variety & convenience • Create Excitement • Opportunity for COMMUNICATION! • REWARD EXECUTION!
FYTD DeCA SalesJune 2009 ($K) * Sales through June 2009
FYTD Europe SalesJune 2009 ($K) Sales through June 2009