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Strategy Briefing

Assessing Global Market Suitability for Food

Nov 2016

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Food manufacturers have dealt with market saturation in the world’s leading packaged food markets for a number of years. Recently, this has been accompanied by a slowdown in volume growth in many beacons of light, such as Brazil and China. With a few exceptions, this slowdown appears to be a permanent fixture of the food world, with potential for volume expansion restricted. This briefing addresses the tactics companies could and should use to weather this permanent low-growth environment.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Potential for sales expansion is diminishing for most food products in most countries worldwide

Low growth has been a central characteristic of “core markets” such as Western Europe and North America for many years. This has spread in part to the beacons of hope in the food market, including the BRICs. Another issue, however, is the limited potential for growth that many markets and products, with the exceptions of China and India, show. This makes growth extremely difficult -the most suitable markets for companies’ products have all stalled.

Competition between manufacturers is becoming increasingly zero-sum, leading to more acquisitions

With growth slowing, the competitive landscape has shifted from manufacturers aiming to take a larger slice of a steadily growing pie to maintaining their current slice of a stagnating one. Growth has slowed and markets may begin -or in some cases have begun -to contract. This is making the market more aggressive and goes some way to explaining M&A activity.

Snacking white spaces becoming a battleground on which new rivalries are emerging

Competitive rivalries used to be intra-category -Hershey against Mars, for example, as both specialise in confectionery. Now, however, competition has become more inter-category, between confectionery, savoury snacks and dairy, for example. This can be evidenced by Pepsi’s recent failed attempt to acquire yoghurt manufacturer Chobani, as it sought to capitalise on a new snacking white space. Finding new snacks will represent a large proportion of growth in the most saturated markets.

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Introduction

Scope

Key findings

A difficult time for food manufacturers

The future of food: Transitioning to a low-growth environment

Explaining food’s difficulties via chocolate, cereals and yoghurt

The problems are well established: What are the solutions?

Beyond China and India, unmet food potential relatively restricted

Assessing Demand Factors

Non-essential food products most disturbed by GDP fluctuations

Sharp discrepancies in elasticity by region require different tactics

Chocolate highlights the complexity of pricing in potential markets

Brexit could alter pricing strategies to benefit mass chocolate

Soft drivers crucial in determining cereals’ g rowth prospects

Section takeaways: Food problems are specific yet universal

Case studies: introduction

Case Studies : Introduction

Case Studies: Introduction

Segmenting markets to develop global strategies

How to read the market suitability map

Quantifying market saturation

Example: Saturated and unsaturated markets in pasta

Case Study: Chocolate

Chocolate likely to be a zero-sum game in saturated markets

Beyond BRICs: Will Mexico and Turkey be the next big markets?

Japan could be an untapped market for chocolate players

Tactics in low growth countries could be scaled up globally

Where do chocolate consumers of the future live?

Case Study: Breakfast Cereals

Cereals market will require bold steps globally to right ship

Altering taste profiles to appeal to new audiences

Kellogg aims for cereals’ white spaces outside breakfast times

Cereals’ plight highlights issues affecting entire food ecosystem

CASE STUDY: YOGHURT AND SOUR MILK DRINKS

Case Study: Yoghurt and Sour Milk

Where cereals have floundered, yoghurt has flourished

Yoghurt shows greater promise in more countries

India’s yoghurt market a wolf in sheep’s clothes for global players

Chobani: The envy of many in the food world

Establishing the next breakthrough product in yoghurt

New snacks are gaining similar revenues to market stalwarts

Conclusions

The starting gun has already been fired on a flurry of acquisitions

Hershey-Mondelez symptomatic of current food environment

Snacking white spaces likely to bear brunt of companies’ focus

Companies investing in “start-up” ideas to promote agility

What will the future of food look like?

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

Assessing Global Market Suitability for Food

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Potential for sales expansion is diminishing for most food products in most countries worldwide

Competition between manufacturers is becoming increasingly zero-sum, leading to more acquisitions

Snacking white spaces becoming a battleground on which new rivalries are emerging

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

A difficult time for food manufacturers

The future of food: Transitioning to a low-growth environment

Explaining food’s difficulties via chocolate, cereals and yoghurt

The problems are well established: What are the solutions?

Beyond China and India, unmet food potential relatively restricted

Assessing Demand Factors

Non-essential food products most disturbed by GDP fluctuations

Sharp discrepancies in elasticity by region require different tactics

Chocolate highlights the complexity of pricing in potential markets

Brexit could alter pricing strategies to benefit mass chocolate

Soft drivers crucial in determining cereals’ g rowth prospects

Section takeaways: Food problems are specific yet universal

Case studies: introduction

Case Studies : Introduction

Case Studies: Introduction

Segmenting markets to develop global strategies

How to read the market suitability map

Quantifying market saturation

Example: Saturated and unsaturated markets in pasta

Case Study: Chocolate

Case Study: Chocolate

Chocolate likely to be a zero-sum game in saturated markets

Beyond BRICs: Will Mexico and Turkey be the next big markets?

Japan could be an untapped market for chocolate players

Tactics in low growth countries could be scaled up globally

Where do chocolate consumers of the future live?

Case Study: Breakfast Cereals

Case Study: Breakfast Cereals

Cereals market will require bold steps globally to right ship

Altering taste profiles to appeal to new audiences

Kellogg aims for cereals’ white spaces outside breakfast times

Cereals’ plight highlights issues affecting entire food ecosystem

CASE STUDY: YOGHURT AND SOUR MILK DRINKS

CASE STUDY: YOGHURT AND SOUR MILK DRINKS

Case Study: Yoghurt and Sour Milk

Where cereals have floundered, yoghurt has flourished

Yoghurt shows greater promise in more countries

India’s yoghurt market a wolf in sheep’s clothes for global players

Chobani: The envy of many in the food world

Establishing the next breakthrough product in yoghurt

New snacks are gaining similar revenues to market stalwarts

Conclusions

The starting gun has already been fired on a flurry of acquisitions

Hershey-Mondelez symptomatic of current food environment

Snacking white spaces likely to bear brunt of companies’ focus

Companies investing in “start-up” ideas to promote agility

What will the future of food look like?

Why buy this report?

Want to find out more about this report?

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