|
市場調査レポート
食品・飲料メーカーの不況戦略：新製品開発と価格設定・将来の発展に及ぼす影響
Recessionary Strategies for Food and Drinks Companies: The impact on NPD, price architecture and future developments
|
Abstract
In North America, Europe and, to an extent, Japan, the food and drink industry
has been significantly impacted by the downturn. Recession in these markets
has radically altered consumer behavior across the board, and essentials such
as food and drink are by no means exempt. While consumers are not going to
stop buying groceries, recession has both a real and a potential impact on
household incomes and budgets. Falls in actual income caused by recession and
the possibility of reduced future income have entailed major changes in
spending on food and drink in developed economies.
Table of Contents
Executive summary
- The recession and spending on grocery
- The impact of the recession on grocery sectors
- Recession and grocery retail
Chapter 1 - Macroeconomic analysis
- Summary
- Introduction
- Developed economies in recession
- The cost of food and drinks
Chapter 2 - Resilience, vulnerability and trading down
- Immediate impact of the recession
- Short-term movement in grocery markets
- Resilient sectors of the market
- Premium and ethical products
- The impact of trading down
- Impact on market structure
- Case study- Bonduelle
- Movement to home consumption
- Taking more meals at home
- Entertaining at home
- Preparation of food for out-of-home consumption
Chapter 3 - Recession and the grocery retail sector
- Summary
- Introduction
- Grocery retail and the recession
- Growth in value retail and discounters
- Dynamics of price-driven discount food retail
- Building standardized ranges
- Targeting high growth segments
- Adapting products to suit local tastes
- General trading down in grocery retail
- Premium private label offering
- Ongoing development of lowest price private label
- Upmarket retailers develop value ranges
Chapter 4 - Innovation and NPD
- Price and value strategies
- Targeting budget-conscious consumers
- Focusing on costs and pricing
- Targeting in-home consumption
- Meal occasions out of the home
- Displacement of demand
- Products and ingredients for home cooking
- Home entertainment and treats
- Products for out-of-home consumption
Chapter 5 - Outlook and future developments
- Summary
- Introduction
- Outlook scenarios for developed economies
- Consumer trends over the next 5 years
- The evolution of NPD
List of Figures
- Figure 1.1: Quarterly real GDP growth in Europe, the US and Japan (%),
2008-Q2 2009
- Figure 1.2: Economic Sentiment Index, Europe, 2004-2009
- Figure 1.3: Unemployment rates in Europe, the US and Japan, % of adults,
September 2008-June 2009
- Figure 2.4: Rating of resilience to the downturn of different product
categories
- Figure 2.5: Recessionary impact on market structure
- Figure 2.6: Sectors gaining from trading down
- Figure 3.7: Retail strategies for recession in the UK
- Figure 3.8: Growth in discounter share of European grocery market value,
2003-08
- Figure 3.9: Innovative private label offerings
- Figure 3.10: Trading down in a recession
- Figure 3.11: Grocery private label share (%,value), Europe, May 2009e
- Figure 4.12: Balancing experience with value
- Figure 4.13: Importance of downturn-related consumer trends on grocery
- Figure 4.14: Rating of importance of strategies targeting budget-conscious
consumers
- Figure 4.15: Rating of options for cutting costs and developing lower
price products
- Figure 4.16: Expectations of changes in marketing and NPD expenditure
during recession
- Figure 4.17: Innovation in packaging
- Figure 4.18: Out-of-home share of total meal occasions (% of annual
occasions), Europe and US, 2008
- Figure 4.19: Meals for out-of-home consumption
- Figure 5.20: Rating of importance of consumer trends over next five years
- Figure 5.21: Rating of impact of downturn on NPD by region
- Figure 5.22: Key positionings by year for all food and drinks products (%
share of launches), 2007-2009
List of Tables
- Table 1.1: Quarterly real GDP growth in Europe, the US and Japan, 2008-Q2
2009
- Table 1.2: Unemployment rates in Europe, the US and Japan, % of adults,
September 2008-June 2009
- Table 1.3: Monthly changes in food prices, EU economies (%), August
2008-July 2009
- Table 3.4: Growth in discounter share of European grocery market value,
2003-08
- Table 4.5: Out-of-home meal occasions, Europe and US (occasions bn),
2003-2008
- Table 5.6: Impact of outlook scenarios for developed economies on grocery
sector
|
