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Developments in Consumer/Customer Needs Related to Whey Based Products

Developments in Consumer/Customer Needs Related to Whey Based Products. Richard Field, Orrani Consulting. Agenda. Introduction Today’s Topic Consumer Needs ‒ What NPD Tells Us Customer Needs ‒ Industry Perspectives Case Studies Conclusions. Worldwide since 1993.

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Developments in Consumer/Customer Needs Related to Whey Based Products

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  1. Developments in Consumer/Customer Needs Related to Whey Based Products Richard Field, Orrani Consulting

  2. Agenda Introduction Today’s Topic Consumer Needs ‒ What NPD Tells Us Customer Needs ‒ Industry Perspectives Case Studies Conclusions

  3. Worldwide since 1993 Confidential Dairy Industry Consulting & Market Research − Global trade/industry/key player/key issue analysis − Countries, categories, channels & customers

  4. Whey − a Highly Valued Protein Consistent role in new product protein citations

  5. Successful in Growth Markets Asia key in new product label protein citations for whey

  6. Opportunities for Whey In Multiple Segments

  7. Consumer Needs – Key Claims, % All Launches inc.Whey Protein

  8. Baby Food Claims ‒ % All Launches inc.Whey Protein

  9. Customer Needs ‒ Industry Perspective Ideal Supplier? Strategic Focus, Customer Focus, Partnership-oriented, Innovative, Reliable, Responsive Pricing? Competitive Price, Cost In Use, Transparency, Visibility Product Offer? Product Range, Quality (Product, Packaging), Functionality, Traceability, Sustainability Wider Capabilities? Assured Supply, Availability, Technical Support, In-market Presence, Effective Supply Chain Wanted! Partners who are Competitive, Flexible, Customer Focused

  10. Case Study: Sustainability An increasing focus for some major dairy buyers (multiple drivers) Multiple interpretations: Environmental Social Economic Traceability Multinationals initial focus ‒ cocoa, palm oil, horticulture >> dairy Challenges for dairy/whey (% in formulation? GHG myth! Sourcing?) “Chain of custody” now part of whey processors’ marketing

  11. Case Study: WPC34/Infant Nutrition Growth in infant nutrition contrast edible & animal feed/milk replacers Growth despite high lactose %, formulation challenge (vs WPC80) + points vs WPC80: lower fat, lower cost on a pure protein basis General industry shift up whey protein value chain Europe > WPC80 US > WPC34 IF grade + WPC80 “The US industry used to be all about scale/volume/throughput but it has moved to value add, improving filtration processes to get a consistent mineral profile”

  12. Case Study: GOS/Infant Nutrition A clear success story with take-up especially in infant nutrition Limited buyer options: lead supplier, few other serious players Chinese producers using imported lactose! New entrants − downward pressure on prices and margins HMOs…potential for usage to start to erode GOS usage? Has industry been swift enough to identify demand trends? “The US industry has been asleep at the wheel with GOS (the HMO threat is)… the penalty for coming to the market much too late”

  13. Conclusions Multiple market opportunities ‒ demand growth, new applications, new geographies Successful whey suppliers have aligned with key customer needs ‒Product, Commercial Offer, Service, Business Approach Continued success demands an increasingly customer-centric ethos and more market awareness than ever ‒ no falling asleep at the wheel!

  14. Thank You UK: richard.field@orrani.com / annette.brune@orrani.com US: christine.vanasten@orrani.com Australia: david.willey@orrani.com www.orrani.com

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