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Beyond HFSS: The Commercial Opportunity for Healthier Food Brands in the UK

Table of ContentsSummaryDoes our current product portfolio reflect where the UK food market is heading?Healthier Doesn’t Have to Mean Compromising the PropositionReformulation Can Create Opportunities – But It Needs a Commercial CaseRetailers Are an Important Part of the EquationTurning Change Into Commercial Opportunity Summary The UK’s evolving approach to less healthy food and drink is changing the commercial landscape for packaged food brands. New advertising restrictions are part of that change, but the bigger picture extends well beyond marketing compliance. Product formulation, innovation, positioning, retailer relationships and changing consumer expectations are all influencing where future growth opportunities may lie. For food manufacturers and international brands looking at the UK market, the question is therefore not simply how to respond to HFSS regulation. It is how healthier and non-HFSS products can form part of a stronger long-term commercial strategy. The Market Is Moving Beyond HFSS Compliance HFSS – high in fat, salt and sugar – has become an increasingly important consideration for food manufacturers operating in the UK. Since January 2026, additional restrictions have applied to advertising for certain products classified as “less healthy”, including restrictions on paid online advertising and television advertising before 9pm. For manufacturers, however, treating these changes purely as an advertising or compliance issue risks overlooking their wider commercial significance. The direction of travel is encouraging businesses to think more carefully about their product portfolios, nutritional profiles, innovation pipelines and how products are positioned within increasingly competitive categories. This creates challenges for some established products, but it can also create opportunities for brands able to respond strategically. From Regulation to Commercial Strategy One potential response to tighter regulation is simply to adjust marketing activity around products affected by the rules. A more strategic question is: Does our current product portfolio reflect where the UK food market is heading? For some manufacturers, the answer may involve reformulating existing products. For others, it could mean developing new ranges, introducing healthier alternatives or reconsidering which products offer the greatest potential within the UK market. These decisions shouldn’t be driven by regulation alone. Successful product development still needs to account for taste, price, convenience, consumer demand, category dynamics and retailer requirements. A product that meets a particular nutritional profile but fails to meet consumer expectations is unlikely to succeed commercially. The opportunity therefore lies in finding the intersection between health, consumer demand and commercial viability. Healthier Doesn’t Have to Mean Compromising the Proposition One of the challenges facing food manufacturers is that “healthier” can easily become the entire product proposition. But consumers rarely make purchasing decisions based on a single factor. Taste, convenience, value, familiarity, quality and brand trust continue to influence what ends up in the shopping basket. For brands developing healthier or non-HFSS products, nutritional credentials should therefore complement a compelling consumer proposition rather than replace one. This is particularly important for international manufacturers entering the UK. A product that performs successfully in one country cannot automatically be assumed to have the same positioning, audience or competitive advantage in another. Understanding the local consumer and category is critical. Reformulation Can Create Opportunities – But It Needs a Commercial Case Reformulation is one route manufacturers can explore when responding to changing nutritional expectations. Reducing levels of fat, salt or sugar may alter how a product is classified, but the commercial implications need to be considered alongside the technical ones. Questions manufacturers should ask include: Will consumers accept the reformulated product? How will changes affect taste, texture or shelf life? Does reformulation strengthen the product’s positioning? Could it create new retailer or category opportunities? How does the revised product compare with competitors? Is reformulation more commercially attractive than launching a new product or range? This is why product development, market research and commercial strategy need to work together. Reformulation should not simply be about reaching a nutritional threshold. It should contribute to a product proposition capable of succeeding in the market. The Opportunity for Product Innovation Changing regulation can also accelerate innovation. Rather than adapting existing products, some manufacturers may find greater potential in developing new propositions designed around changing consumer and retailer requirements from the outset. This could include products with improved nutritional profiles, different portion formats, new ingredients or propositions targeting specific consumer needs. For established manufacturers, innovation can help diversify the portfolio and reduce reliance on categories or products facing greater regulatory pressure. For international brands, it may influence which products from an existing portfolio are best suited to launching in the UK. In both cases, the strongest opportunities are likely to emerge where genuine consumer demand, category growth and commercial feasibility overlap. Retailers Are an Important Part of the Equation For packaged food brands, success ultimately depends on more than consumer demand. Retailers need to see a convincing reason to list a product. That means understanding where the product fits within the category, what consumer need it addresses, how it differentiates itself from existing alternatives and what incremental value it can bring. Healthier positioning can strengthen that conversation, particularly as retailers develop their own strategies around nutrition and product ranges. But nutritional credentials alone are unlikely to secure long-term success. Manufacturers still need a strong commercial proposition supported by clear positioning, appropriate pricing, evidence of demand and a credible route to market. This makes early retailer and market insight particularly valuable when developing products for the UK. Considering entering or expanding in the UK food and drink market?See how Green Seed’s UK team helps international food and beverage brands understand the market, identify opportunities and build a commercially viable route to growth. Explore our UK market expertise. What This Means for International Food Brands Entering the UK The changing landscape is particularly relevant for international manufacturers considering UK expansion. Rather than viewing the UK as a market where an existing product can simply be launched unchanged, brands should assess their portfolio against local conditions before making significant investment. That means understanding: Which products have the strongest potential within the UK market. How competitors are positioned. Whether products are likely to fall within relevant HFSS/LHF classifications. How UK consumers perceive the category. What retailers expect from new suppliers. Whether packaging, positioning or formulation needs adapting. Which routes to market offer the strongest commercial opportunity. This work can identify potential barriers early, but it can also reveal opportunities that may not have been obvious from outside the market. In some cases, the strongest UK opportunity may not be the manufacturer’s best-selling product at home. Five Questions Food Brands Should Be Asking For manufacturers reviewing their UK strategy, the current environment provides a useful opportunity to step back and assess the wider commercial picture. 1. Which parts of our portfolio are most exposed? Understanding how existing and planned products are classified provides a starting point for deciding where further action may be required. 2. Where are the strongest opportunities for healthier products? Look beyond regulation to understand consumer demand, competitive intensity, retailer activity and wider category trends. 3. Should we reformulate, reposition or innovate? Different products require different strategies. Reformulation may make commercial sense in one category while launching an entirely new proposition may offer greater potential in another. 4. Is there a compelling consumer proposition? Being healthier is not automatically enough to persuade consumers to switch. Products still need to deliver on the attributes that matter within their category. 5. Does the opportunity work commercially? Ultimately, every product decision needs to support sustainable growth. Manufacturing costs, pricing, distribution, retailer margins and market potential all need to be considered alongside consumer and regulatory factors. A Broader Shift in the UK Food Market The significance of HFSS and LHF regulation extends beyond the products directly affected. It forms part of a broader conversation about the future of food, nutrition and the role manufacturers and retailers play in responding to changing expectations. For food brands, this means the strongest response isn’t necessarily to treat regulation as another compliance exercise. It is to use the changing environment as an opportunity to reassess the portfolio, understand where consumer and retailer demand is moving and identify where future growth could come from. Brands that do this effectively can move from reacting to regulatory change to making better-informed commercial decisions. Turning Change Into Commercial Opportunity The UK remains a highly developed and competitive food and drink market, and changing regulation adds another consideration for manufacturers looking to grow within it. But change also creates opportunities. New consumer needs emerge. Retailer priorities evolve. Categories develop. New products gain relevance while established propositions may need to adapt. The challenge for food manufacturers is identifying which opportunities have genuine commercial potential. Green Seed works with food and beverage businesses across Europe to understand markets, identify opportunities and develop strategies for sustainable commercial growth. Whether you’re reviewing an existing UK portfolio, exploring healthier product opportunities or considering entering the UK market for the first time, understanding the market before making major commercial decisions can significantly improve your chances of success. Get in touch with Green Seed to discuss how your brand can identify and develop the right opportunities within the changing UK food market.

Emotional shopping is driving Italy’s e-commerce boom, with the market expected to reach $148 billion by 2030

For brands, the new competitive advantage is no longer price alone, but the ability to build trust, empathy and lasting emotional connections with consumers. Increasingly, purchases are driven by emotion rather than necessity. Italy’s e-commerce market is accelerating rapidly and is set to become one of the country’s most important drivers of consumer spending. Forecasts suggest the market will reach a value of $148.5 billion by 2030, supported by an average annual growth rate of 18.9%. These figures reflect a structural shift. Online shopping is no longer simply an alternative to physical stores; it has become a central part of how Italians shop. Italy’s growth mirrors an equally dynamic global trend. Worldwide, e-commerce is expected to exceed $5 trillion by the end of the decade, supported by around four billion digital consumers. Yet the real transformation is no longer being driven solely by technology or faster delivery. Consumer behaviour itself is changing. From rational purchasing to emotional commerce Until recently, competition between online platforms centred on price, promotions and logistics. Today, however, success increasingly depends on the customer experience. Consumers are choosing brands that create genuine connections, demonstrate authenticity and foster a sense of belonging. This shift has given rise to emotional commerce—a model in which purchasing decisions are influenced as much by emotion as by practical need. Engaging video content, compelling storytelling, online communities and personalised communication are becoming powerful tools for shaping consumer behaviour. As a result, companies are moving beyond a purely transactional approach to focus on building long-term customer relationships. Increasingly, success depends not only on the product itself, but on how the brand makes consumers feel throughout the purchasing journey. The new challenge for brands: earning trust These themes were central to discussions at the Spring Richmond E-Commerce Forum in Rimini, where retail leaders and digital professionals examined the future of the sector. Speakers agreed that storytelling has become an essential component of the relationship between brands and consumers. Industry experts argued that the future of e-commerce will be defined by a brand’s ability to create empathy and build trust. “It’s no longer enough to offer a good product or an efficient service,” said Claudio Honegger, Co-founder and CEO of Richmond Italia. “The brands that succeed are those capable of building relationships throughout the entire customer journey.” A market reshaping consumer behaviour The continued growth of e-commerce is expected to reshape the strategies of Italian businesses over the coming years. Marketing, customer service, social media and digital content will become increasingly integrated into a single ecosystem designed to generate both emotional engagement and commercial results. The result is a consumer landscape in which the boundaries between entertainment, communication and shopping continue to blur. In this environment, the most valuable competitive asset will no longer be price alone, but a brand’s ability to earn trust, build recognition and establish meaningful emotional connections with consumers. To get in touch with our Italy team Contact Us

German consumers mix food trends instead of following diets

A recent Shopper Insights study by YouGov (April 2026)* shows a clear shift in the German market: consumers no longer follow strict diet concepts, but instead selectively combine different nutrition trends. High awareness of key nutrition trends Nutrition remains a highly relevant topic for German consumers: – 47% actively and continuously follow nutrition topics, particularly among younger consumers (18–24) – Awareness is very high: only 5% are not familiar with any of the trends surveyed The most recognised and widely tried trends are: – Reduced / no sugar – High protein – Alcohol-free alternatives (each reaching awareness levels of up to 80%) Flexible consumption drives purchasing behaviour Consumers are increasingly pragmatic in their choices: – 48% adopt selected elements of nutrition trends that fit their lifestyle This is directly reflected in shopping behaviour: – 78% of milk buyers purchase both dairy milk and plant-based alternatives This highlights a key characteristic of the German FMCG market: different product concepts coexist within the same basket. Strong growth in key food categories The study identifies several categories with above-average sales growth: – High protein: +30% – Fermented / gut health: +27.1% – Alcohol-free alternatives: +11.7% Kefir is highlighted as an example of renewed demand driven by social media formats such as “Glow Drinks” and “Good Health” content. Shift in long-term consumer priorities The study also points to a structural change in consumer focus: – The former low-fat trend has been replaced by sugar reduction – 37% of German households actively monitor sugar intake The German food market is increasingly defined by flexibility rather than strict positioning. Consumers combine trends based on individual needs, making it essential for brands to address multiple purchase drivers within one product or range. * The study is based on an ad-hoc survey of 1,007 shoppers in Germany, combined with the YouGov CP+ 3.0 FMCG panel. To get in touch with our Germany team Contact Us

The tension between good intentions and affordability in the French market

The ambition to eat better and consume more responsibly is clear among French consumers, yet the contents of their shopping baskets tell a different story. Data presented at Worldpanel by Numerator’s annual Consumer Day reveals a market caught in a complex paradox that innovative food companies can no longer afford to ignore. Although French shoppers express a strong desire to make more positive choices, they remain constrained by economic pressure and a renewed demand for everyday convenience. For brands, this gap between intention and action is defining the new rules of engagement in France. Price and convenience: the two main barriers to sustainable choices The shift towards more responsible consumption is not being held back by a lack of willingness, but by practical barriers. Price remains the main obstacle for 58% of consumers, a challenge compounded by limited promotional support in retail. Although “Nutri+” products represent 33% of the average shopping basket, they account for only 29% of purchases made on a budget or through promotions. Consumer habits have also evolved rapidly since the pandemic. The period when people spent more time cooking from scratch has given way to a growing demand for convenience. The share of ready-made meals consumed in France rose from 18.8% in 2019 to 20.8% in 2025. Today, a lack of practicality and a lack of time prevent 30% and 15% of shoppers respectively from making more responsible choices. Dietary restraint and health concerns are reshaping demand Despite these pressures, French consumers are adopting a more restrained approach to eating. Snacking occasions have fallen by 7.2% compared with 2016, while consumption of sugary drinks and alcohol has declined by 4% over the past decade. In addition, 49% of consumers actively try to limit food waste when shopping and preparing meals. Health remains the strongest driver of behaviour, with 60% of the population believing that food can have a negative impact on their health. As a result, 62% of French shoppers pay close attention to ingredient lists, with PFAS emerging as their leading concern this year. This focus on health is also contributing to a renewed interest in organic and certified products. Following a difficult period, the share of labelled products in household expenditure has increased by 2.5%. Transparency and ethics as new drivers of growth One of the key lessons for the agri-food sector is the mismatch between what consumers want and what is currently available on supermarket shelves. For example, “Solidarity+” products, which guarantee fair remuneration for farmers or support the inclusion of people with disabilities, account for 2.6% of engaged purchases, an increase of 10%, but represent only 2% of the total retail offer. Clear labelling can have a direct impact on sales. Products displaying the Nutri-Score now account for 52% of purchases in France. When information is clear and credible, consumers respond positively. The fair-trade brand C’est qui le patron ?! has achieved 23% market penetration, while animal-welfare claims have recorded a 41% increase in recent months. A new paradigm for brands For international and innovative brands, success in the French market depends on resolving the consumer’s central dilemma. The winning strategy is no longer simply to position a product as sustainable. Brands must deliver clear health and social benefits without compromising affordability or everyday convenience. To get in touch with our France team Contact Us

The battle for the UK’s changing ‘share of stomach’

For decades, success in the UK grocery market was measured by one metric above all others: share of basket. Today, however, a more important battleground is emerging—share of stomach. While in Q1 2026 coffee and bakery chains are growing their share (+5%), grocery’s growth doesn’t quite equal inflation at +2.7%, while in the hospitality sector high end restaurants (-9%) and pubs and bars (-6.9%) have both declined sharply. Recent market analysis suggests that UK consumers are buying less food and drink overall than they were before the pandemic – with GLP-1 drugs part of the reason. The challenge for manufacturers and retailers is therefore no longer simply winning shoppers in-store, but securing a greater share of increasingly selective eating occasions. The implications are significant. As households continue to manage stretched budgets and changing lifestyles, consumers are making more deliberate choices about what they eat, when they eat and where they spend their food budget. Every meal, snack and drink has become a competitive opportunity. A smaller pie means fiercer competition Unlike previous periods of market growth, today’s food businesses are increasingly competing for a share of a market where consumption volumes are under pressure. While grocery inflation has moderated, households remain highly value-conscious after several years of rising food prices. Consumers are buying fewer items, reducing waste and becoming more selective about discretionary purchases. This means growth is becoming harder to achieve through traditional category expansion alone. Instead, brands must persuade consumers to switch occasions, substitute products or choose them more frequently throughout the day. The boundaries between channels are disappearing The competition is no longer confined to supermarket shelves. Convenience retailers, food-to-go operators, quick-service restaurants, coffee chains, meal delivery platforms and supermarkets are all competing for the same eating occasions. Breakfast purchased at a café, a supermarket meal deal, an afternoon protein snack or an evening takeaway all compete for the same consumer budget. Hybrid working has accelerated this trend by changing when and where people eat. Rather than following predictable shopping and meal routines, consumers increasingly make spontaneous purchasing decisions throughout the day. Winning occasions rather than categories For food manufacturers, this represents a strategic shift. Innovation can no longer focus solely on launching new products within existing categories. Instead, brands need to understand the role their products play across multiple consumption occasions. Products that successfully combine convenience, value, health and indulgence are particularly well placed to capture a greater share of everyday eating. At the same time, packaging formats, portion sizes and channel-specific innovation are becoming just as important as the product itself. A new measure of success As overall food consumption becomes more restrained, market share alone provides only part of the picture. The brands that outperform over the coming years will be those that increase their relevance across more eating occasions rather than simply winning more shelf space. In other words, success will increasingly be measured not by a larger share of basket, but by a larger share of stomach. For manufacturers, retailers and foodservice operators alike, the challenge is the same: understand changing consumer habits, identify new consumption occasions and deliver products that remain relevant in an increasingly competitive food landscape. To get in touch with our UK team Contact Us

Is Finland considering limits on private labels?

Finland is currently discussing proposed changes to its Food Market Act that could limit how retailers prioritise and expand their own private label brands. Private labels have become an essential part of modern retail. They provide consumers with affordable alternatives, strengthen price competition, and play an especially important role during periods of inflation and economic uncertainty. The debate is ultimately about finding the right balance. Like many European markets, Finland’s grocery sector is highly concentrated, with a relatively small number of retail groups controlling a significant share of consumer access. Similar market structures exist across much of Europe. What makes Finland particularly interesting is that it may become one of the first countries to openly examine how the long-term balance between retailer power, supplier innovation, private labels and consumer choice should evolve. Today, retailers are no longer simply distributors; they are also brand owners competing directly with branded manufacturers. As a result, they have considerable influence over product visibility, assortment and category development. Traditionally, supermarket shelves served as a platform for competing suppliers. While that platform was never entirely neutral—large brands have always enjoyed advantages in securing shelf space—the competitive landscape has evolved significantly. Part of the Finnish debate focuses on how retailers use category insights, consumer behaviour data and supplier know-how when developing competing private label products. Unlike many technology sectors, food innovation is often difficult to protect. This leaves branded suppliers particularly exposed when retailers simultaneously control shelf access, possess detailed category data and launch competing private label alternatives. Historically, trade barriers were created by governments through tariffs, protectionist measures or preferential treatment of domestic industries. Modern retail markets operate very differently, yet some of the underlying structural dynamics are beginning to resemble one another. While this is clearly not equivalent to government-imposed trade barriers, some suppliers increasingly report similar challenges around market access, visibility, dependency and competitive balance. None of this suggests that private labels are inherently problematic. On the contrary, strong private label portfolios have become a permanent and legitimate feature of modern retail strategy. However, Finland’s debate raises an important question for the industry’s future: How can retailers continue to develop successful private label brands while ensuring that supplier innovation, independent brands, category diversity and healthy market competition continue to thrive? Finland may not be alone in facing these questions. But it could become one of the first countries to define where that balance should lie. Jakob True Managing Director, Green Seed Nordic

Meat containing 40% plants: no clear labelling in Dutch supermarkets

How Hybrid Meat Products Are Reshaping Dutch Supermarkets A growing proportion of meat products in Dutch supermarkets contain significant amounts of plant-based ingredients — up to 40% — without this being clearly indicated on the packaging. Research by Wageningen’s Foodvalley shows that products such as minced meat, burgers and sausages are often enriched with plant components like chickpeas, broad beans, sugar beets, seaweed, potatoes and jackfruit. On average, enriched meat contains around 10.5% plant-based ingredients, though this percentage can sometimes be as high as 40%. These additives are usually only listed in the ingredients list on the back of the packaging and are considered ‘soft communication’. Dutch supermarkets like Jumbo, Albert Heijn and Lidl sell these products partly to compensate for higher meat prices and reduce costs. By adding more vegetables and pulses, meat products can be sold at a lower price: on average, a kilogram of enriched meat costs 4.4% less. Foodvalley expects the number of enriched meat products to increase rapidly, partly due to the environmentally friendly and healthy properties of plant-based ingredients. While this development is viewed positively, there is a call for clearer labelling so consumers can make more informed choices. To get in touch with our Netherlands team Contact Us

Plant-based slows, but retail holds clear growth potential

Why Retail Remains a Key Opportunity for Plant-Based Brands Despite Slowing Category Growth After several years of strong growth, the development of plant-based drinks has begun to level off in Sweden. Sales are stabilising and, in some cases, slightly declining. However, consumer interest has not disappeared. It has simply changed. What was once driven by trends and curiosity is now becoming more routine. Many consumers remain positive toward plant-based products, and a significant share of those who previously left the category are open to returning. This indicates that the long-term potential remains, but future growth will require a different approach. The main barriers are not lack of interest, but uncertainty around taste, price, and product relevance. Plant-based options are still often linked to specific lifestyles rather than everyday use. At the same time, many consumers remain curious but have not yet made the category part of their regular shopping habits—this gap represents the next growth opportunity. For retailers, this means shifting focus from assortment size to everyday relevance. Growth will depend on making plant-based products feel natural in daily routines such as in morning coffee, breakfast, or everyday cooking. When products perform as reliably as traditional alternatives, the likelihood of both trial and repeat purchase increases. For retailers, this means moving beyond simply offering a wide assortment. Growth will depend on how clearly products are connected to daily routines. Simple actions such as placing barista-style drinks next to coffee solutions, presenting plant-based yogurt as part of breakfast occasions, or highlighting cooking products in recipe-based displays could lower the barrier to trial and encourage repeat purchases.Foodservice also plays an important role. Many consumers first experience plant-based options in cafés or restaurants, where they try oat drinks in coffee or plant-based alternatives in prepared dishes. These experiences often influence later purchasing decisions in retail. Ultimately, the category is not losing relevance—it is entering a new phase. The retailers and operators who succeed will be those who make plant-based products simple, practical, and clearly useful in everyday life. To get in touch with our Nordic team Contact Us

What are the key benefits for EU exporters from the new Mercosur Trade Agreement?

The EU-Mercosur trade agreement, which began provisional application on May 1, 2026, offers significant advantages for European food and drink manufacturers. The deal focuses on opening a market of over 270 million consumers where European products have historically faced high protectionist barriers. The primary benefits are categorized below: 1. Significant Tariff Reductions From The Mercosur Trade Agreement Many high-value EU food exports previously faced tariffs as high as 35%. The agreement eliminates or reduces these duties over varying transition periods: Product CategoryNew Status / TransitionWine & SpiritsImmediate for high-end sparkling; 4–12 years for others.Olive OilGradual phase-out to zero (up to 15 years)ChocolatesPhased out over 9 years (14 years for white chocolate)Cheese30,000-tonne duty-free quota (phased over 10 years)Soft DrinksMost tariffs eliminated within a few years 2. Protection of Geographical Indications (GIs) One of the most valuable “wins” for EU manufacturers is the legal protection of 344 European Geographical Indications. This ends “unfair competition” from local imitations (often called “Italian-sounding” or “Euro-sounding” products). Examples: Only cheese from France can be labelled Roquefort; only ham from Italy can be sold as Prosciutto di Parma. Impact: This allows EU manufacturers to command premium prices and secure brand exclusivity in South America. 3. Streamlined Export Procedures The deal tackles “non-tariff barriers” that often make exporting more expensive than the duties themselves: Regionalisation: If an animal disease (like Swine Fever) breaks out in one specific EU region, Mercosur will now allow imports from the rest of the “clean” country, rather than banning the entire nation. Predictability: Common standards for labelling, conformity assessments, and technical requirements across all four Mercosur countries (Argentina, Brazil, Paraguay, and Uruguay). Customs: Simplified and more transparent audit rules to reduce delays at the border. 4. Strategic Sourcing of Raw Materials While food manufacturers are exporters, they also benefit from better access to high-quality ingredients and raw materials from the Mercosur region (such as soy, fruit juices, and vegetable oils) at more competitive prices, helping to diversify supply chains. To get in touch with our Italy team Contact Us

What role should Amazon play in the UK for food and drink brands’ strategies?

Many brands use Amazon as a D2C channel to signal availability to consumers and this can be an important early step for start-up brands. But what about the costs and ease of doing business? Are they worth the hard yards to get established for food and drink brands? The Role For Amazon For UK Food and Drink Brands’ Strategies While everyone knows that Amazon is a global giant of a business, its UK grocery market share is 1.9% (Worldpanel Numerator), a little behind Ocado at 2.2%, which has been the fastest growing retailer in the UK over recent months. Where Ocado acts much like a regular bricks and mortar retailer in many ways – buyers responsible for categories, personal contacts to manage listings and promotional activity – Amazon’s interface is very much a ‘tech’ one, and when things don’t happen as they should it can be a frustrating experience to get a resolution via their formal channels. Recent price cuts by Amazon are taking the challenge to the multiples, and according to analysis by Associa, they can now claim to match or better prices on nearly two-thirds of items stocked in common with one or more of the big chains. It typically takes brands some time to find the right way of managing their Amazon business to avoid a situation where high levels of cost take too large a chunk out of sales revenue. The same applies to their promotional strategy in support of their presence on the platform. And as Amazon changes, so must suppliers to ensure they are making the most of the way Amazon does business. Amazon seems to making more efforts to become a mainstream retail option for both consumers and suppliers, with a greater focus on lower prices and single skus, but feedback from the Grocery Code Adjudicator suggests that suppliers have many more gripes with Amazon than they do with the traditional multiples, so there is clearly a way to go here. Amazon are too big to be ignored, and their track record in other categories suggests they will learn and get bigger still.  The challenge for brands will be to navigate the best way to do business with the platform over the short and longer term. To get in touch with our UK team Contact Us

Packaging – A Strategic Product Decision

For many brand owners and private label manufacturers, packaging has traditionally been treated as a supporting act – important, yes, but secondary to formulation, pricing, and positioning. That mindset is now changing.  From August 2026, the EU’s Packaging and Packaging Waste Regulation (PPWR) will apply directly across all member states. Unlike earlier packaging rules, it leaves little room for interpretation and sets binding requirements for all packaging placed on the EU market. For food and drink manufacturers, this is not just another regulatory update. It marks the point where packaging becomes a strategic product decision. Packaging is no longer “just the pack” PPWR introduces clear obligations around recyclability, waste reduction, labelling, and substances of concern. In doing so, it effectively elevates packaging to the same level of scrutiny as ingredients or claims. What changes in practice is when packaging decisions are made. Until now, many products have reached an advanced development stage before packaging was fully locked in. Under PPWR, that approach becomes risky. Packaging must work not only for shelf appeal and logistics, but also for proven regulatory compliance across markets. For companies with broad ranges, multiple brands, or extensive private label activity, this shift is particularly relevant. The regulation applies uniformly across Europe, making inconsistencies harder to manage and last‑minute fixes more costly. The real challenge is operational, not creative While PPWR is often discussed in terms of material or design changes, the bigger challenge lies behind the scenes. The regulation requires clarity on roles in the supply chain and reliable information on packaging composition and compliance. In many organisations, that information is spread across functions, systems, and external partners. Under PPWR, such fragmentation can become a real bottleneck. For brand manufacturers, delays in packaging validation can slow relaunches or regional roll-outs. For private label manufacturers, unclear responsibilities or missing documentation can quickly affect retailer relationships and timelines. In both cases, packaging readiness directly influences speed to market. This implies that PPWR is less about redesigning packs and more about how well packaging decisions are managed internally. What this means for brands and private label manufacturers For brands, packaging increasingly carries reputational weight. Sustainability commitments, consumer expectations, and regulatory requirements are converging. Packaging choices now signal whether a brand is credible and future‑oriented – or simply reacting under pressure. For private label manufacturers, the stakes are equally high. Retailers are under growing regulatory scrutiny themselves and expect compliant, scalable solutions from their manufacturing partners. Those who can demonstrate control and consistency in packaging will be easier to work with and better positioned for long‑term cooperation. In both models, packaging is becoming part of the value proposition – not only a cost factor. From compliance burden to competitive advantage Viewed solely as a regulatory obligation, PPWR feels like additional complexity. But taken more strategically, it also creates an opportunity. With harmonised EU‑wide rules, companies that invest early in clear processes and reliable packaging data gain predictability. They can move faster, plan more confidently, and respond more smoothly to retailer and market requirements. In a sector where product cycles are shortening and expectations keep rising, that operational discipline becomes a competitive advantage. What forward-thinking companies are doing now Even though the regulation applies from August 2026, many manufacturers have or are already preparing by: – Identifying packaging formats most exposed to regulatory change – Clarifying internal and external responsibilities – Improving the way packaging data is collected and maintained – Bringing regulatory considerations earlier into product development These steps don’t require radical change – but they help reduce risk and pressure at a later stage. Stay agile – a new baseline for product development PPWR will not redefine the food and drink industry overnight. But it does reset the baseline for how products are developed and brought to market. In 2026 and beyond, packaging will no longer be the final decision before launch. It will be part of the strategic conversation from much earlier on. For brand and private label manufacturers, recognising this shift now is not just about staying compliant – it’s about staying agile, credible, and competitive in a more regulated European market. If you have any questions or want to obtain more insights, please get in touch with me: nguenther@greenseedgroup.de Nicole Guenther Managing Director, Green Seed Germany

Turning Insight Into Impact In A Competitive Market With Food Marketing Experts

Standing out from your competition is no easy task in the ever evolving food and drink landscape. Consumers are faced with more choice than ever before, from established global brands to new fast moving challengers, all of them competing for attention across the retail shelves and other digital platforms. Although, at the same time, expectations around health, sustainability and value are continually on the rise, making it more difficult task for brands to cut through with a simple and one dimensional message. This, however, is where food marketing experts can play a crucial role! Success is no longer just about creating eye catching campaigns, it’s now more about combining deep market understanding with a clear strategy and a strong execution. With our very own food marketing experts, this is where our expertise lies, by helping brands translate that insight into action, we enable them to connect more effectively with consumers and unlock growth in both established and emerging markets. What Defines A Food Marketing Expert Today? The role of a food marketing expert has evolved significantly in recent years, as while creativity remains important, it must now be underpinned by data, market knowledge and a clear understanding of consumer behaviour. Brands need more than just ideas, they need direction, clarity and confidence in their decision making. Modern food marketing experts bring together a combination of skills, including in depth consumer insight, knowledge of retail and foodservice dynamics, awareness of global and local trends, and the ability to craft compelling, relevant brand stories. On top of this, they also understand the importance of regulatory frameworks and how to communicate responsibly in areas such as health and sustainability. Why Insight Matters More Than Ever Insight is one of the most important aspects of effective food marketing, as without a clear understanding of what drives consumer behaviour, even the most creative campaigns risk falling flat. Food marketing experts focus on uncovering what really matters most to shoppers and how those priorities shift across different markets and channels. This can mean going even further beyond just the surface level trends to really be able to understand the motivations behind consumers’ purchasing decisions. Take for example, while health continues to be a major driver, its meaning varies depending on the audience, for some, it is about calorie reduction, while for others it is about natural ingredients or plant based choices. Similarly, sustainability can influence behaviour differently depending on cultural context and price sensitivity. When it comes to our very own food marketing experts, insight is central to everything we do. We help brands interpret complex market dynamics and translate them into clear opportunities. By grounding strategy in real-world understanding, we enable businesses to make informed decisions, reduce risk and focus their efforts where they will have the greatest impact. Bridging The Gap Between The Brand & The Consumer One of the most valuable roles food marketing experts play is bridging the gap between brands and their audiences, as having a strong product is only part of the equation, consumers need to understand why it is relevant to them and how it fits into their lifestyle. This method would require communication that is both clear and engaging, while still being consistent across every touchpoint, the messaging needs to work hard in a short space of time, particularly in busy retail environments. Taking this forward into a real world situation can mean: Keeping messaging simple, clear and easy to understand Ensuring it stands out in a crowded market Adapting communication across in store, digital and packaging Maintaining a consistent brand voice across all channels We work closely with brands to refine their positioning and ensure their messaging resonates. By focusing on clarity and relevance, we help build trust with consumers, something that is increasingly important as shoppers become more sceptical of exaggerated claims, utilising effective communication not only drives initial purchase but also supports long term brand loyalty! Navigating An Incredibly Complex Landscape The environment in which food brands operate is becoming more complex, with a growing number of factors influencing how products are marketed. From evolving regulations to changing retailer expectations, brands must navigate a landscape that requires both agility and expertise. Alongside this, the way consumers engage with brands continues to shift, particularly with the growth of digital platforms and e-commerce. This makes consistency and transparency more important than ever, so here are a few key considerations for your brand to consider: Staying aligned with evolving regulations and industry standards Responding to changing retailer and channel requirements Ensuring messaging is consistent across all platforms Balancing creativity with accuracy, particularly around health and sustainability claims Our food marketing experts are supporting brands in navigating this complexity with confidence. By combining regulatory awareness with market insight, we help ensure marketing strategies are both effective and compliant, reducing risk while strengthening brand credibility across all channels! From The Initial Strategy To The Overall Execution A strong strategy is essential, but it is only valuable if it can be successfully delivered. Execution is where many brands struggle, particularly when entering new markets or launching new products. We can see that food marketing experts play a key role in bridging this gap, ensuring that strategies are translated into practical actions. This includes developing clear go to market plans, supporting product launches, refining positioning based on performance data and aligning marketing efforts with both retailer and consumer expectations. The Green Seed Approach Within The Market! Across the entire team, we pride ourselves on being more than just advisors. We act as true partners to the brands we work with, bringing together insight, strategy and execution to deliver real results. Our experience across international markets allows us to understand both global trends and local nuances, giving our clients a competitive edge. As food marketing experts, our main focus is on clarity. We simplify complex challenges, identify the most valuable opportunities and provide practical recommendations that can be implemented with confidence. Whether supporting market entry, refining brand positioning or unlocking new growth channels, we help brands move forward with purpose! Why Food Marketing Expertise Matters More Than Ever As the food and drink sector continues to evolve, the role of food marketing experts will only become more important, as consumers are expecting more transparency, more relevance and more value from the brands they choose. For those businesses looking to grow, combining strong insight with clear strategy and effective execution will be key, and those who invest in the right expertise will be able to stand out in an increasingly competitive market. If you’re looking to strengthen your marketing approach or explore new opportunities, then our expert team are here to help! Get in touch today to find out how our expertise as food marketing experts can support your next stage of growth.

Strategies For Building Stronger Food and Drink Brands When Marketing Food and Beverages

Marketing food and beverages is about far more than simply promoting products. In today’s highly competitive food and drink sector, brands are operating in a market where consumer expectations are constantly evolving. Shoppers are more informed, more selective and more willing to switch brands if a product no longer aligns with their priorities. Taste and price still matter, but they are now considered alongside health, sustainability, convenience and overall value. As a result, successful marketing food and beverages requires a much more strategic approach. Brands need to understand what drives purchasing decisions, how these drivers vary between markets and how to communicate their proposition clearly across multiple channels. This is exactly where our team’s expertise lies, as we help food and drink businesses turn market insight into practical strategies that strengthen brand positioning, connect with consumers and support sustainable growth! Understanding What Drives Consumer Choice Consumers are more discerning than ever when choosing food and beverage products. While taste and affordability remain important, they are only part of the decision making process. Shoppers are also looking closely at ingredient quality, nutritional value, convenience and the environmental impact of the products they buy. This is particularly true in categories where health and sustainability are becoming increasingly influential. Successful marketing food and beverages starts with understanding these motivations in detail. Brands need to know not only what consumers say they value, but also how they behave in real purchasing environments. Effective marketing begins with understanding customer needs and creating long term value. This principle sits at the heart of our work, enabling us to help brands identify the opportunities that matter most and build strategies based on genuine market insight rather than assumptions. Creating a Brand Story Consumers Can Relate To When Marketing Food and Beverages A strong product needs an equally strong story. Consumers want to understand what makes a brand different, why it is relevant to them and what they can expect from it. Clear positioning and consistent storytelling help transform product features into meaningful benefits that consumers can quickly understand and remember. The most successful brands tend to focus on a small number of messages that genuinely resonate with their audience, such as: Great taste and product quality Ingredient provenance and sourcing Health and nutritional benefits Sustainability commitments Brand heritage and purpose When these messages are communicated consistently across packaging, digital content and in-store materials, they create a more distinctive and trustworthy brand identity. At Green Seed, we help brands refine these stories, so they are both commercially compelling and aligned with what consumers care about most, bringing that story through whenever you’re marketing your products. Reaching Consumers Across Multiple Channels Food and beverage brands now connect with consumers through a wide variety of touchpoints. A shopper may first discover a product on social media, encounter it in-store and later make a repeat purchase online. Each of these moments plays a role in shaping perception and influencing behaviour, which means every touchpoint should reinforce the same core message. Marketing food and beverages therefore requires an integrated approach with retail activation, public relations, digital advertising, e-commerce and trade marketing all needing to work together rather than in isolation! Turning Insight Into Practical Action Many brands recognise the importance of marketing but need support in translating strategy into practical, measurable results. This is especially true when launching new products, entering export markets or adapting to shifts in consumer behaviour. Within our work, we look to help brands: Develop clear and actionable go-to-market strategies Refine positioning and messaging to improve relevance Identify the most effective routes to market Support product launches and international expansion Adapt plans based on market feedback and performance data Our role is to simplify complexity and provide practical recommendations that can be implemented with confidence. By combining strategic thinking with hands on support, we help businesses move from insight to execution more effectively. Staying Relevant In A Fast Changing Market For Food and Beverages The food and drink market is constantly evolving, and brands need to keep pace with emerging trends and changing consumer expectations. Health, transparency, sustainability and convenience continue to shape purchasing decisions, while new regulations and retailer requirements add further layers of complexity. The NHS Eatwell Guide highlights the importance of balanced diets, reinforcing why consumers are paying closer attention to ingredient quality and nutritional value. Brands that regularly review their positioning and adapt their messaging are better placed to remain relevant and competitive. Those that stay close to market developments can respond more quickly and maintain stronger connections with their target audiences. Unlocking Growth Through Smarter Marketing Marketing food and beverages successfully requires much more than creative ideas. It demands a clear understanding of consumers, strong strategic thinking and consistent execution across every touchpoint and market. Brands that communicate clearly, remain relevant and respond quickly to changing market dynamics will be best placed to stand out and grow. If you are looking to strengthen your approach to marketing food and beverages, then our team is here to help, get in touch today to find out how we can support your next stage of growth!

Connecting With Today’s Conscious Consumer When Advertising Healthy Food

Advertising healthy food has become increasingly complex. It’s no longer enough to simply label a product as “low fat” or “high in protein” and expect it to resonate. Consumers are more informed, more sceptical and far more selective about the brands they trust! For businesses operating in fresh produce and wider food categories, this shift presents both a challenge and an opportunity, as the way healthy food is communicated must change to reflect changing expectations around transparency, credibility and real value. What Does “Healthy” Mean To Consumers Today? The definition of healthy food has broadened significantly in recent years. While nutrition remains central, consumers are now considering a much wider set of factors when making purchasing decisions. Health is increasingly linked to overall wellbeing. Shoppers are looking for foods that feel natural, minimally processed and supportive of long term health, rather than quick fixes or trend driven claims. Ingredient lists are under more scrutiny, and there is a growing preference for recognisable, whole foods, particularly fruit and vegetables. For brands, this means that simply stating a benefit is no longer enough, messaging must feel authentic, backed by substance and aligned with what consumers already understand about healthy eating. Making The Shift From Claims To Real Credibility When you look at advertising for healthy food, you can see that it has moved away from bold, standalone claims towards more holistic storytelling. Consumers are less persuaded by isolated messages such as “low calorie” and more interested in the full picture, where food comes from, how it is grown and what it contributes to their lifestyle. This shift alone has led to an even greater focus on: Provenance and origin stories Farming practices and sustainability credentials Visual freshness and product quality Simple, transparent ingredient communication Having strong visuals now play a crucial role when it comes to advertising healthy food. Fresh produce, with its natural colour and texture, provides an immediate signal of quality and health. Building campaigns that showcase real ingredients in an honest and appealing way tend to build stronger trust than those relying on heavily processed imagery or exaggerated claims! Why Fresh Produce Has A Natural Advantage! When it comes to advertising healthy food, fresh produce holds a unique position, as unlike many packaged goods, fruit and vegetables inherently deliver on health expectations without the need for extensive justification. This creates an opportunity for brands and retailers to lead with simplicity, highlighting freshness, seasonality and taste can often be more effective than complex nutritional messaging. Consumers are now instinctively associating whole foods with health, making them easier to promote in a credible and engaging way. At the same time, there is room to add depth through storytelling, by sharing useful and interesting information about growers, regions and sustainable practices can help to build a more meaningful connection with the end consumer, reinforcing both quality and trust. Navigating Regulations & Responsibility Advertising in the health space also comes with increasing responsibility, with regulations around health claims, particularly in the UK and across Europe, requiring brands to be accurate and have backed evidence in their messaging. This is especially important in a landscape where misinformation can spread quickly. Clear, honest communication not only ensures compliance but also strengthens brand reputation over time. When you look at guidance from the European Commission on nutrition and health claims it can help to set the standard for how food products can be marketed responsibly across markets. Ultimately, credibility is built through consistency, if brands that align their messaging with regulation and consumer expectations are more likely to earn long term trust! Reaching Consumers In The Right Way When Advertising Healthy Food Where and how healthy food is advertised is just as important as the message itself, a wide range of social media platforms and other digital platforms as well as in store experiences all play a role in shaping perception! Modern consumers are getting increasingly influenced by: Short-form video content showcasing real food Influencer partnerships focused on authenticity In store theatre, such as fresh displays and sampling Clear, accessible packaging design The key point is to create a seamless experience across channels, messaging seen online should match what consumers encounter instore, reinforcing trust and recognition. When it comes to fresh produce brands, this could mean working closely with retailers and foodservice partners to ensure consistency in how products are presented and communicated! Turning Insight Into Impact Advertising healthy food effectively requires a strong understanding of both the market and the consumer, it’s not just about what is being said, but how it is interpreted! We work with brands across the fresh produce sector to translate insight into clear, impactful strategies. From identifying what matters most to target audiences, to shaping messaging that resonates across different markets, our approach is rooted in practical, real world understanding. What we need to look at is the opportunity that’s in front of us, and that is how consumers are actively looking for healthier choices, and they are paying attention to how those choices are presented, meaning that we need to change how we are marketing to them to make sure we’re retaining them as customers! Building Trust Through Better Communication As expectations continue to evolve, advertising healthy food will increasingly centre on trust, consumers want reassurance that what they are buying genuinely delivers on its promise, both in terms of health and wider impact. For brands, this means focusing on clarity, authenticity and consistency. Those that communicate honestly and make the most of the natural strengths of fresh produce will be best placed to stand out. If you’re looking to refine how your brand approaches advertising healthy food, the Green Seed team is here to help. Get in touch today and we can discover how our team can best support you in creating messaging that connects, builds trust and drives growth.

The fight for the Belgian shopper: Delhaize is launching SuperPlus Families, a paid family subscription

Delhaize is expanding its loyalty ecosystem with SuperPlus Families, a paid omnichannel subscription tailored to the needs of modern families. Priced at €12 per year, the formula combines everyday savings with added convenience and access to family-oriented experiences. The free SuperPlus program remains unchanged at its core, offering promotions, personalized deals, loyalty points, and free click & collect. Recent updates include additional savings on plant-based private-label products and the removal of the minimum spending threshold, further enhancing accessibility. With SuperPlus Families, Delhaize builds on this foundation. Members benefit from extra discounts on healthier products (Nutri-Score A and B), volume discount on purchases of 3 or more identical Delhaize products, and reduced delivery fees. The offer also extends beyond grocery shopping, with discounts of up to 50% on outings such as theme parks Plopsaland and Walibi Belgium. A built-in savings calculator provides transparency, allowing customers to estimate potential benefits, while a refund mechanism ensures the subscription delivers tangible value. The former Delivery+ service has been reintroduced as SuperPlus Delivery, integrating additional advantages. The new formula is particularly relevant for larger households, supporting Delhaize’s ambition to strengthen its position within the family segment. By directly funding the discounts, the retailer aims to drive both loyalty and sustainable growth. CEO Alexandros Boussis underlines the broader objective: helping customers save time, make informed choices, and manage their household budgets more effectively. Increasing app usage and higher engagement with loyalty points reflect this evolving customer behaviour. Philip Horemans (GSB): “Delhaize has gained market share over the last 18 months thanks to their Sunday store openings. The competition is following, which implies that new initiatives are needed to safeguard and further grow this position. Now they launch another tool to further differentiate from the competition, especially attacking market leader Colruyt with its “family” position. It’s new, modern and innovative, but time will tell if the model is sufficiently easy to understand” To get in touch with our Belgium team Contact Us

The Connected Plate: How Social Media is Reshaping the French Food Market

A digital influence that has become essential The verdict is final: more than one in two French consumers now looks to their screen before heading to the table. A recent study by OpinionWay for SIAL Paris reveals the scale of a phenomenon that innovative food companies and consumer goods brands can no longer afford to ignore. In a French market traditionally renowned for its deep-rooted culinary heritage, digital influence is rewriting the rules. As of April 2026, 52% of French people report being influenced by social media in their food choices, marking a shift where the consumer journey from initial culinary inspiration to the final purchase is now inextricably linked to social platforms. Concrete behaviors reshaping consumption Beyond the mere like, this digital immersion is driving tangible commercial impact through concrete behaviors. Over the past twelve months, 38% of respondents prepared a recipe discovered online, while 28% experimented with entirely new foods and 23% purchased a product specifically because it had gone viral, such as the Dubai style trend. Among the 18-24 age group, these figures skyrocket, with 28% having already modified their eating habits following exposure to social content. For this generation, TikTok has effectively become the new gastronomic search engine. A market segmented by consumer profiles The study highlights a clear market segmentation where expectations vary significantly across demographics. Women appear generally more receptive to culinary accounts than men, with a 43% engagement rate compared to 31%. Age also dictates the type of content consumed, as those under 35 gravitate toward lifestyle influencers in search of identity and aspiration, whereas consumers aged 35 and over remain more attentive to official brand accounts and the advice of health experts. When virality turns into sales The boundaries between digital discovery and retail shelves are effectively dissolving. The meteoric success of products like Franui’s chocolate covered raspberries or the rapid growth of Inshape Nutrition, launched by the n°1 French YouTuber Tibo Inshape, demonstrates that digital virality creates immediate and real world demand in stores. Traditional retailers have been quick to adapt to this shift. A notable example is Leclerc’s collaboration with the influencer Totocuistot to promote its private label (Marque Repère), which generated an estimated 12 million impressions. The takeaway is undeniable: a product’s credibility is no longer solely determined by its packaging or price point, but by its ability to spark online engagement. A new paradigm for brands For international or innovative brands, the French market is no longer just a matter of securing retail listings. It has evolved into an ecosystem where social proof precedes the shelf. Success in France in 2026 requires a hybrid strategy by building a solid physical presence while simultaneously cultivating digital desirability capable of converting a user into a loyal buyer. To get in touch with us: sdelcroix@greenseedgroupe.com To get in touch with our France team Contact Us

From Fan Favorite to Grocery Shelf: Helping Restaurant Brands Win in Retail

We’ve seen restaurant brands try their luck in U.S. retail time and time again, but the jump from menu to grocery shelf is never as simple as slapping a logo on a jar. The grocery aisle plays by different rules — where design, distribution, pricing, and shelf performance matter more than awareness and popularity alone. Take many well-known restaurant brands. Even when consumers love the restaurant experience, that doesn’t automatically translate into retail success. The appeal is often tied to the in-store experience itself — the format, the occasion, the customization. That experience doesn’t translate neatly onto a shelf, where velocity, not brand recognition, determines survival. We’ve seen this restaurant brands to retail model work in the UK. A great example is Pizza Express which has nearly 400 restaurants, yet their retail brand — fresh pizza, dough balls, salad dressing — now appears in over 4,000 supermarket locations across the country and enjoys more than $150M in retail sales. Following this success Wagamama now offers meal kits and Leon sells waffle fries in supermarkets nationwide. The difference isn’t only love for the brand. It’s high quality strategic thinking and execution. The Restaurant brands that win understand one fundamental shift: retail consumers shop differently, they compare options, and decide in seconds. It’s not all about being loved, it’s about being chosen, again and again. Here are four ingredients for restaurant-to-retail success:• Offer a unique, differentiated product that captures the essence of your restaurant experience• Create a product with a clear role in the consumer’s frequent eating habits• Determine pricing and distribution that match your brand’s profile• Execute marketing flawlessly within your core audience before scaling 1. Offer a unique, highly differentiated product The brands that succeed don’t try to recreate their menu — they bottle what makes them special. If your product feels interchangeable with what’s already on the retail shelf, brand recognition alone won’t save you. Nando’s built its retail presence around peri-peri sauce — a flavor instantly recognizable and hard to replicate. It doesn’t just compete in hot sauce; it owns a distinct subcategory. In pasta sauce, New York Upscale restaurants Rao’s and Carbone win through specificity: Rao’s on consistency and taste, Carbone on bold identity. Different strategies, same successful outcome — clear differentiation. 2. Create a product with a clear role in the consumer’s life A strong product doesn’t just stand out — it makes sense. Retail consumers aren’t trying to recreate a restaurant experience; they want products that fit how they already cook, eat, and shop.Momofuku took its signature bold flavor and packaged it as chili crunch — a spicy, textured oil that integrates seamlessly into everyday cooking. Rather than replicating a dish, it created something people reach for regularly. Chick-fil-A did the same with its cult-favorite sauce, translating it into a versatile condiment that earns repeat use rather than one-time trial. 3. Pricing, premiumization, and focused distribution Scale doesn’t come from being everywhere — it comes from being in the right places, at the right price, for the right consumer. Carbone maintained a premium price point and expanded through retailers that reinforced its positioning, competing on quality rather than price. Gymkhana Michelin star Indian restaurants are following a similar model, using signature flavors, bold branding and premium pricing to signal an elevated experience. Both have avoided chasing mass distribution too early — and that discipline is a big part of why they have broken through. 4. Execute flawlessly within a core audience before scaling “An inch wide and a mile deep.” Focus on the customers who represent your best chance at scaling, and execute flawlessly before expanding. Brands that scale successfully already resonate deeply with a specific audience. They don’t try to appeal to everyone at once — they build credibility within a core group first, then grow from a position of strength. Zaro’s New York bakery is succeeding in retail because it delivers something specific: products that feel authentic, high-quality, and occasion-driven to consumers who already understand and value that New York experience. The brands that win don’t start broad. They start deep. Sanjay Panchal | Green Seed North America | sanjay.panchal@greenseedgroup.com

How AI is changing food purchase decisions in Germany

Artificial intelligence is already reshaping food purchase decisions as well as how consumers in Germany search for, select and buy products. A recent representative consumer study by EY Parthenon (2026), based on a survey of more than 1,000 consumers in Germany, shows that AI has moved from being a niche tool to becoming a relevant part of the purchase journey – including for food and drink. AI is becoming a relevant research channel for food According to the study, 70% of German consumers have already used AI tools such as ChatGPT, Microsoft Copilot or AI powered Google Search for product and price research. While categories such as electronics still lead, food and drink are no longer marginal: • More than 40% of AI users already research food & drinks using AIAI has therefore established itself as an additional research channel alongside classical search engines and online marketplaces. AI directly influences product selection AI is not only used to gather information – it already influences which products consumers consider: • 54% of respondents received product recommendations via AI that they otherwise would not have considered• Over 40% use AI for at least half of their product and price researchThis means AI increasingly shapes visibility and consideration, even before the consumer enters the store or online shop. What this means for international food brands The study highlights a structural shift: AI systems are becoming new gatekeepers in the purchase decision process. They influence which brands and products appear at all. For international food manufacturers entering or expanding in Germany, this has clear implications: • Product information must be clear, consistent and machine readable• AI visibility requires more than classic SEO• Brand and product positioning must work for both consumers and AI systems For success in the German grocery retail market, food brands need to think beyond listing and shelf placement. Digital visibility – including AI driven discovery – is becoming part of market readiness.At Green Seed Germany, we support international food brands in aligning product positioning, market storytelling and go to market strategy with the realities of the German retail and consumer landscape. To get in touch with our Germany team Contact Us

Italians are crazy about dried fruit: new food products made with walnuts and almonds are multiplying

Almond drink and peanut butter for breakfast. Single serving shelled mixes and protein bars as snacks. Walnut sauce on pasta and pine nuts in a salad for lunch. Cashews with an aperitif and finally pistachios in chocolate and desserts. There’s no denying it: dried fruit and nuts have managed to sneak into every moment of the day, with a multiplier effect on total consumption, which has increased from 627 million kg in 2020 to 756 million kg in 2024 (ISMEA data). Consumers are increasingly choosing imported products, as Italian-made dried fruit products are declining (-2.1% in five years) and represent only 42% of the market. However, the market share of walnuts has to 20% and pistachios to 12% that could lead to supply shortages and price increases, considering that Iran, affected by the war, is the world’s second-largest producer after the United States. Growth all year round in large-scale retail trade A third of dried fruit/nuts ends up on the domestic market, which in large-scale retail trade comprises around 130 products and is worth over €1.1 billion. This has grown steadily over the years (+13% in 2024 alone), bringing average annual per capita consumption to 4.5 kg, a 20% increase compared to 2020. This has also expanded the number and variety of nuts purchased. While almonds, walnuts, peanuts, pistachios and mixes account for approximately 67% of spending in large-scale retail outlets, cashews and pine nuts also enjoyed a surge in popularity in 2025, demonstrating the broad benefits of information campaigns on the nutritional value of nuts, which have transformed consumers’ perceptions of them as a key factor in daily well-being. Product innovation has also been crucial, expanding product offerings, increasing consumption opportunities, and successfully spreading sales throughout the year. Now, the three classic ‘peak season’ months, from September to November, account for only 27% of annual purchases of mixes, 29% of peanuts, and 31% of almonds and walnuts, all shelled because consumers seek greater convenience. Booming beneficial ingredient In addition to dried fruit consumed as is, its use as an ingredient, already widespread in Italian confectionery, has also expanded. This is becoming an increasingly significant business opportunity for the sector, as the processing industry accounts for 55% of available dried fruit and has increased its purchases by 5% in five years. And it’s no longer just used to make marzipan, confetti, creams, and sweets, but also innovative products such as beverages, vegan cheeses, purées, pesto and kefir which clearly Italians have embraced. To get in touch with our Italy team Contact Us

Healthy Fast Food – A Growing Opportunity For Fresh Produce Brands

The phrase healthy fast food might once have sounded like a contradiction. For years, fast food was synonymous with convenience, low prices and highly processed ingredients. However, the market has shifted dramatically, as consumers are increasingly unwilling to compromise their health for speed, and the market has responded in a positive way. Busy lifestyles are here to stay, but so too is a growing awareness of nutrition, wellbeing and sustainability. As a result, healthy fast food has moved from being a niche offering to a mainstream expectation. For fresh produce brands, growers and retailers, this presents both a challenge and a significant opportunity! What Do Consumers Really Want From Healthy Fast Food? When consumers search for healthy fast food, they’re not just looking for a ‘lighter’ version of traditional takeaway. Their expectations are far more complicated and informed than they were a decade ago. Modern day shoppers want healthy fast food meals that: Have visible portions of fruit and vegetables Provide balanced nutrition, including fibre and plant based protein Avoid excessive additives and artificial ingredients Offer transparency around sourcing and production Feel fresh, colourful and satisfying Public health messaging continues to influence these expectations. The World Health Organisation consistently recommends increasing fruit and vegetable consumption to reduce the risk of heart disease, diabetes and certain cancers. As this guidance filters into mainstream awareness, consumers are actively seeking convenient meal solutions that align with these recommendations. More importantly, ‘healthy’ is now about overall wellbeing rather than strict calorie control. Shoppers are looking for food that energises them, supports gut health and fits into a balanced lifestyle, without requiring time consuming preparation. How The Fast Food Landscape Has Changed The evolution of fast food has been driven by both demand and competition. Traditional quick service restaurants have faced pressure from a new wave of fast casual brands built entirely around freshness and transparency. Over the past decade, we have seen: Build your own salad and grain bowl concepts flourish Plant based menu sections expand rapidly Fresh smoothies and cold pressed juices become everyday purchases Reformulation efforts to reduce salt, sugar and saturated fat Greater emphasis on provenance and ingredient backgrounds What was once considered alternative, things like plant based burgers, protein bowls, vegetable heavy wraps, are now part of the mainstream. Consumers expect customisation, visible freshness and clear nutritional information as standard. Social media has been a key factor in this shift – more meals are being pictured, shared and commented on! Vibrant vegetables and colourful bowls perform far better visually than beige, heavily processed foods. In many ways, the visual appeal of fresh produce has become a marketing asset. How Fresh Produce Can Be The Foundation Of Credible Healthy Fast Food Healthy fast food cannot exist without fresh ingredients at its core. While protein trends and plant based innovation receive significant attention, it is fruit and vegetables that give these meals substance, texture and nutritional value. From spinach packed wraps to roasted vegetable grain bowls, fresh produce provides: Essential micronutrients Natural fibre for digestive health Colour and visual appeal Freshness that signals quality Versatility across cuisines Consumers are increasingly able to find when produce is substandard. Wilted leaves, unripe tomatoes or bland cucumbers quickly undermine the feeling of health and quality, showing that consistency and flavour are non-negotiable. For suppliers, this means prioritising varietal choice, post-harvest handling and reliable distribution. It also creates opportunities for innovation, such as ready washed salad blends, pre-prepared vegetable medleys and snackable fresh produce formats designed specifically for grab and go consumption. Convenience Without Nutritional Compromise One of the most significant barriers to healthier eating has always been time. Long working hours, commuting and family commitments often push consumers towards quick, calorie dense options that require little thought or preparation. Healthy fast food addresses this tension directly by offering prepared, nutritionally balanced meals that can be eaten on the move, effectively removing the friction usually associated with making healthier choices. Retail and foodservice operators have responded by expanding their ranges to include freshly assembled lunch bowls, pre-cut fruit and vegetable snack pots, chilled soups, plant based ready meals and protein boxes that combine vegetables, pulses and whole grains. These options are designed to be convenient without compromising on quality or freshness, allowing you to stay healthy all whilst staying on the move. Importantly, consumers do not want to feel restricted when choosing healthier meals. Texture, seasoning and globally inspired flavours play a vital role in ensuring these products feel indulgent enough to compete with traditional takeaway favourites. Ultimately, the success of the healthy fast food category lies in its ability to deliver genuine satisfaction alongside strong nutritional value. Why Sustainability Is Central To The Healthy Fast Food Movement Health is no longer viewed purely through a personal lens; environmental impact is increasingly influencing purchasing decisions, particularly among younger consumers who are more attuned to climate and sustainability concerns. The Food and Agriculture Organisation of the United Nations has emphasised the importance of sustainable diets that promote both human and also the planet’s health, reinforcing the connection between nutrition and environmental responsibility. Plant forward, produce led meals typically carry a lower carbon footprint than meat heavy alternatives, aligning closely with this broader sustainability agenda. For brands working within the healthy fast food space, having clear communication about your sustainability is becoming essential! This may include highlighting seasonal sourcing, reducing food miles, proving responsible water management, minimising packaging and implementing food waste reduction initiatives. Fresh produce suppliers that can clearly show strong environmental credentials are likely to be increasingly attractive partners, as procurement decisions across retail and foodservice continue to incorporate sustainability targets alongside price and quality considerations! The Expanding Role Of Retail While foodservice has led much of the discussion around healthy fast food, supermarkets are now very much part of the story! In fact, many retailers have significantly upgraded their chilled aisles and grab and go sections to reflect the fast casual experience consumers have come to expect on the high street. Shoppers can pick up freshly prepared salads and grain bowls made in store, sushi and vegetable snack packs, smoothies and fresh juices, as well as plant based ready meals where vegetables are clearly the hero of the dish. As a result, the line between retail and restaurant continues to blur. Supermarkets are no longer just places for weekly shopping – they are increasingly competing for lunchtime and convenient evening meal occasions, offering options that feel both quick and freshly made. For fresh produce brands, this shift opens exciting opportunities! Working closely with retailers to develop innovative, ready to eat solutions can unlock real growth. Clear branding, strong provenance messaging and eye catching packaging all play a key role in helping products stand out in what is becoming an increasingly competitive and fast moving space. Healthy Fast Food Is A Long Term Shift, Not Just A Passing Trend Healthy fast food is far more than a short term marketing trend! It reflects a wider shift in how consumers think about food, with greater focus on wellbeing, transparency and sustainability. Convenience is still essential, but it now needs to sit alongside quality ingredients and genuine nutritional value. As expectations continue to rise, health and sustainability will become standard requirements rather than added extras. For the fresh produce sector, this creates a strong opportunity. Fruit and vegetables naturally bring flavour, colour and credibility to healthy fast food concepts, putting the industry in a leading position. If you’d like to explore how your brand can make the most of the healthy fast food opportunity, then our expert team at Green Seed would be more than happy to help you make the most out of this ever expanding market. Get in touch today to see how we can support your next step!

Food and Drink Market Trends In 2026 – What Brands Need To Prepare For Now!

The food and drink industry is entering a period of recalibration. After several years shaped by cost pressures, supply chain disruption and fast-changing consumer behaviour, brands are being challenged to think beyond short-term tactics and focus on long-term resilience. Competitive intensity is still high, and the margin for error is smaller than ever. Understanding the most influential food and drink market trends in 2026 will be critical for brands looking to protect market share, unlock sustainable growth and expand into new markets with confidence. As health, value, sustainability and technology continue to evolve, the brands that succeed will be those that respond with insight, clarity and strong execution! Health & Wellness Remains Central, But Expectations Are Rising! Health continues to influence food and drink choices, but consumer expectations are becoming more sophisticated. In 2026, health is less about restriction and more about products that support everyday lifestyles in a credible, enjoyable way. Shoppers want solutions that feel realistic and relevant rather than extreme. Key developments shaping this shift can include: Increased interest in functional benefits, such as gut heath, energy and immunity Greater focus on ingredient quality, sourcing and transparency A clear expectation that healthier options still deliver on taste and satisfaction As consumers become better informed, broad or generic health claims are losing their impact. Brands that succeed will be those that clearly define the role their product plays in consumers’ lives and communicate benefits in a simple, trustworthy way. Redefining Value In The Food and Drink Market Value remains a critical driver of purchase decisions, but its meaning is evolving. One of the most commercially important food and drink market trends is that consumers are no longer focused solely on the lowest price; instead, they are weighing up quality, relevance and consistency when deciding where to spend. This reflects a more deliberate and considered approach to food and drink purchasing across categories. This evolution is shaping behaviour in several key ways: Consumers are trading down selectively rather than abandoning categories altogether Reliability and familiarity are increasingly important in repeat purchase decisions Brands must clearly justify price differences versus private label alternatives In highly competitive categories, this shift places pressure on brands to sharpen their positioning. Without a strong and clearly communicated value proposition, it becomes increasingly difficult to defend shelf space or support loyalty in line with food and drink market trends in 2026. Sustainability Becomes Quieter, More Practical and More Accountable Sustainability remains an expectation within the food and drink sector, but how it is communicated is changing. As part of wider food and drink market trends in 2026, consumers are less persuaded by ambitious promises and more focused on whether brands are taking realistic, meaningful action that delivers genuine impact over time. This new shift is being driven by: Growing scepticism around vague or exaggerated sustainability messaging Increased retailer scrutiny and clearer environmental standards A focus on achievable improvements, such as packaging and sourcing Rather than acting as a point of differentiation, sustainability is increasingly seen as a baseline requirement. Brands that embed responsible practices into their operations, rather than relying on marketing-led claims, are more likely to build long-term trust in line with food and drink market trends in 2026! Getting Products In Front Of Shoppers Is No Longer One-Size-Fits All! The way food and drink brands reach consumers is becoming increasingly complex. As part of wider food and drink market trends in 2026, brands can no longer rely on a single, dominant route to market, even though traditional grocery retail continues to play a vital role in driving volume and visibility. Consumers are shopping across more channels than ever, often moving between them depending on occasion, need or convenience. Alongside grocery and convenience retail, foodservice, hospitality and direct-to-consumer channels are playing a growing role in how brands build awareness and drive sales. Each route comes with different expectations around pricing, pack formats and marketing support, meaning strategies need to be adapted rather than duplicated. Brands that build flexibility into how they go to market will be better positioned to manage risk, respond to change and unlock new growth opportunities in line with food and drink market trends in 2026. Technology and Data Influences On Food and Drink Market Trends In 2026 Technology is playing a much larger role in how food and drink brands plan and execute their strategies. One of the defining food and drink market trends in 2026 is the use of data to reduce uncertainty and support more confident decision-making across markets and channels. Brands are increasingly using insight and data to: Understand changing consumption habits and purchasing behaviour Assess opportunities before entering new markets or launching products Improve forecasting, availability and operational efficiency As consumer habits continue to evolve alongside wider economic conditions, frequently covered in mainstream business news such as the BBC’s business section, brands need to stay close to both data and context when responding to food and drink market trends in 2026. In 2026, technology is less about innovation for its own sake and more about supporting commercially sound choices. Going Global Works Best When It Feels Local International growth remains a key ambition for many food and drink brands, but the approach is becoming more considered. One of the clearer food and drink market trends in 2026 is a move away from rapid expansion at scale, towards fewer markets supported by stronger insight and more effective local execution. Brands are recognising that growth is more sustainable when it is built on understanding rather than speed! Success in new markets increasingly depends on how well brands adapt to local consumer preferences, cultural differences and regulatory requirements. Having the right in-market partners and a clear understanding of how to use locally can make the difference between early traction and costly setbacks. Brands that invest time upfront in market assessment and localisation are far more likely to achieve long-term success as food and drink market trends in 2026 continue to evolve. Turning Food and Drink Market Trends In 2026 Into Opportunities For Growth! The food and drink market trends in 2026 reflect a more considered, insight-led industry. Opportunities still exist across categories and geographies, but they require clarity of strategy, strong execution and a realistic understanding of where a brand can compete most effectively. Those best positioned for success will be brands that respond to changing health and value expectations, embed sustainability credibly, use data to guide decisions and remain flexible in how they go to market. In an increasingly competitive landscape shaped by food and drink market trends in 2026, turning insight into action will be the key differentiator. Looking to capitalise on the new food and drink market trends in 2026? Then feel free to get in touch with the Green Seed team today and we’ll be more than happy to help you find the option that works best for you!

What Should Your Brand Know About Food Product Development?

Food product development has always been central to the success of food and drink brands, but in today’s market it carries new significance. With consumers expecting transparency, quality, and innovation at every turn, brands can no longer rely on traditional approaches to stand out. Across retail, foodservice, and digital channels, the demand for products that are purposeful, better-for-you, and environmentally conscious is rising sharply. As a result, the process of food product development is evolving, and offering real opportunities for brands that embrace a smarter, insight-led approach. From refining core ranges to creating disruptive new concepts, understanding how the development landscape is shifting can be essential for long-term growth. Why Is Food Product Development Under Pressure? Once primarily focused on flavour, format and price, food product development is now shaped by a much broader set of expectations. Consumers are more informed than ever, and they’re asking tougher questions about what they’re eating and how those products are made! Research into the subject has highlighted several forces reshaping the development process: Greater Scrutiny Over Ingredients – A significant share of UK consumers now pay attention to nutritional values, including salt/sugar/fat content, and ingredient transparency when shopping for their food. Sustainability & Clean Label Expectations – A lot of shoppers are increasing their consideration for the environmental impact they make when buying foods. Ingredient sourcing and packaging when making food choices. Value & Affordability Pressures – There are consumer concerns about food prices and value-for-money continues to influence buying behaviour, especially in the current economic climate. These pressures can be challenging, however, they also create meaningful demand for innovation that is more targeted, more efficient, and more commercially sound. “Food Product Development” What Does It Mean? The definition of food product development is far broader than it was even 5 – 10 years ago, as it now encompasses not just the flavour or convenience of the food, but also the nutritional profile, sustainability, transparency, and realistic commercial viability! In the modern day though consumers, particularly younger and more health-conscious demographics, are always thinking ahead about what they’re eating, so they are looking out for: Purposeful Nutrition – Products with reduced sugar, salt or calories, or with added nutritional or functional benefits. Clean, transparent labels – Clear ingredient lists, honest labelling, and minimal processing. Sustainability throughout the lifecycle – From responsibly sourced ingredients to recyclable packaging, to ethical supply chains. Practical convenience – Formats that meet modern lifestyles, without compromising on quality or values. Brands with values – Authenticity, honesty and consistency that resonates with consumers’ beliefs. For brands, this broad definition means that food product development must be strategic, integrated and aligned with real consumer demand. Growth Opportunities In The Food Product Development Space Leading on from the market shifts that we mention previously, they are creating distinct growth opportunities for food product development – take a look at the three areas that we think are incredibly relevant: 1. Retail – Reformulation & New Health-Orientated Ranges With shoppers increasingly demanding healthier and cleaner foods, there is a strong opening for reformulated classics (less salt, sugar, calories) and entirely new health-forward products. Many manufacturers are already acting, and consumers are clearly ready for options that align with their nutritional expectations and values. 2. Foodservice & Co-Manufacturing – Supplying Health & Sustainability As sustainability and transparency become core priorities across the industry, foodservice operators and retailers are actively seeking products built with clean, responsible ingredients and packaging. Brands that can offer such solutions through smart food product development may find strong B2B and supply-chain opportunities as standards continue to rise! 3. Digital-First & Wellness Driven Nutrition Models With growing interest in clean-label, functional and wellness-oriented food, there is increasing space for digitally launched brands, direct-to-consumer models, or subscription-based wellness-food offerings. Food product development that emphasises nutrition, transparency and lifestyle alignment is particularly well positioned to provide success. All culminating together, these opportunities illustrate how food product development can become a major driver of growth, across a range of various categories and channels! 5 Actions To Use Within Your Strategy! To be able to capitalise on these new opportunities, brands need to approach food product development with clarity, discipline, and strategy. Here are some actions that we recommend that brands think about implementing: Shape The Product Experience Focus on packaging, portion size, label clarity, shelf-life and ease-of-use to match consumer expectations for modern eating habits. Know The Occasion Behind The Choice Understand when and why consumers use each product – daily meals, snacks, convenience on the go, indulgence, or special diet needs, and make sure that you design it accordingly! Ensure You Have The Right Unique Selling Point (USP) Whether it’s reduced sugar, plant-based nutrition, sustainability, convenience, or transparency, the USP must be clearly defined and relevant to your target audience. Always Select The Correct Channel Choose between retail, foodservice, direct-to-consumer, or hybrid models – whichever aligns with your capabilities, values and growth ambitions. Communication Is Key Make Sure You Use It Right! Use honest, transparent messaging, avoid exaggerated claims, and ensure labelling and packaging reinforce the product’s value and values. At Green Seed, we believe that combining consumer insight, operational know-how and strong positioning can give brands the best chance to shine in a competitive environment but still come out on top! What Are Some Challenges That May Occur? When innovating through food product development it offers strong opportunities, but brands must also navigate through several important challenges. Balancing taste and health are a key concern, as reformulated products can sometimes lose flavour appeal, affecting repeat purchase. Cost pressures can also arise. Healthier ingredients, sustainable sourcing and improved packaging often increase production costs, meaning brands must manage margins carefully. Alongside this, UK and EU rules around nutrition, claims and labelling require close attention to ensure compliance and keep trust. There is also the risk of straying too far from established brand identity. Shifting towards “healthier” or “cleaner” propositions can dilute a brand’s core message if not executed thoughtfully. When managed well, though, these challenges can become opportunities – helping brands differentiate, strengthen loyalty and stand out in an increasingly competitive marketplace. Global Trends, Local Realities The shift towards healthier, cleaner and more sustainable foods, and the crucial role of food product development in driving that shift, is happening worldwide. Consumers across global markets are becoming more conscious of how diet influences wellbeing and environmental impact, and demand for clean-label, nutritious and wellness-focused products continue to accelerate. However, no two markets work in the same way. Each country has its own dietary expectations, regulatory frameworks and cultural definitions of what “healthy”, “premium” or “sustainable” truly mean. For brands expanding internationally, success depends on tailoring formulation, packaging and communication to reflect local preferences while supporting a consistent brand identity. With a strong international presence, at Green Seed we support brands in navigating these differences with confidence – from market entry to multi-country expansion. If you’re looking to understand new regions, adapt your products effectively or build a development strategy that resonates globally, our team is here to help. Get in touch today and let’s unlock your next growth opportunity together!

Private Label Manufacturers: Opportunities in the French Market

How French shoppers are turning store brands into a 1st choice within the French market Private labels are no longer a low-cost alternative but a structural pillar of French grocery retail. A late-2025 survey among 1,000 French consumers shows that store brands are now competing head-on with national brands across most FMCG categories. Price and value perception drive adoption Following the inflationary years of 2023 and 2024, private labels now account for 36% of FMCG sales in value and nearly 47% in volume, according to Circana. More than 80% of French shoppers regularly buy private label food products, 70% choose store brands in household care and 52% in beauty. Nearly one in four consumers say they buy only store brands, underlining their role as a default choice rather than a trade-down option. Legitimacy has strengthened significantly. One third of consumers perceive little difference between store brands and national brands, 16% prefer private labels and half declare greater loyalty to PL. While price remains important, quality perception has become equally decisive, with 72% of shoppers citing the balance between price and quality as their main reason for choosing store brands. Category contrasts remain strong In food, classic and premium private labels now enjoy high trust and purchase frequency, with perceived quality close to that of national brands. In household care, a lower-involvement category, price dominates purchasing decisions and private labels clearly outperform national brands, as their quality is considered equivalent. Switching does not require large price gaps, with differences of 5 to 20% generally sufficient. What this means for the French market Consumers are more price-sensitive than retail pricing suggests. While the average price gap between national brands and private labels is around 35%, most shoppers would switch for much smaller differences, and over 20% choose PL regardless of price. For retailers, private labels have become a strategic growth and loyalty lever. For national brands, differentiation and clear added value are now critical in a market where store brands are increasingly the default option. For manufacturers, these shifts signal a clear opportunity. If you have strong private label expertise, now is the right time to take a close look at the French market. Rising consumer trust, limited sensitivity to large price gaps and growing demand across food create favourable conditions for producers able to deliver quality, flexibility and value-added PL solutions. * Appinio for LSA trade magazine To get in touch with our France team Contact Us

From Social Media to Shelves: The Growing Demand for Probiotics in Poland

In today’s digital age, a scroll can decide your next snack. Social media isn’t just entertainment it’s rewriting the rules of what we eat and how we think about food. From Instagram reels to TikTok challenges, influencer-approved products and viral health hacks are shaping consumer choices, creating new opportunities for brands to meet the growing demand for wellness-focused foods. We like to think we have full control over what we eat. Opening the fridge or browsing supermarket shelves offers a multitude of options. But how free are our dietary decisions, really? What if, beyond our own hunger and conscious choice, subtle cues from the digital world are quietly guiding what ends up on our plates? Scroll through social media and you’ll encounter image after image of perfectly styled, irresistibly appealing dishes. These endless posts of glistening snacks and carefully plated meals do more than delight the eye they subtly shape our perceptions of what is desirable, trendy, and healthy, influencing our cravings and choices in ways we might not even notice. Probiotics and the New Wellness Era Gut health has rapidly evolved from a niche interest into a cornerstone of the $2 trillion global wellness industry. Once limited to probiotic capsules and yogurt ads, it now shapes how consumers eat, sleep, manage stress, and even approach aging. In Poland, 78% of adult consumers use dietary supplements, with nearly 48% using them regularly, reflecting a strong shift toward preventive health and wellness-focused products like probiotics, a trend that mirrors broader interest in gut health and functional nutrition. Millennials and Gen Z are driving this transformation, representing over 41% of wellness spending despite being only 36% of the adult population. These digital-first consumers experiment with fermented foods like kombucha, kimchi, and probiotic drinks, while seeking science-backed products that deliver measurable results. TikTok and Instagram play a crucial role here: hashtags like #GutTok have amassed billions of views, turning viral trends into real demand on store shelves. Science also confirms the broad impact of gut health. Beyond digestion, a well-nourished microbiome supports mood, sleep quality, immunity, metabolic function, and even healthy aging. Fibre remains a central pillar yet only 5% of adults meet daily intake recommendations and when combined with probiotics, it maximizes benefits for gut bacteria. Emerging evidence also links gut support to reduced risk of chronic conditions such as Type 2 diabetes, obesity, and high blood pressure, making probiotics a vital part of holistic wellness routines. Consumers today are not only seeking products that support gut health they are looking for solutions backed by science, with measurable results. This shift from extreme diets and fads to foundational, daily wellness habits creates a unique opportunity for brands. Products that combine probiotics with fibre-rich foods, are scientifically validated, and endorsed by credible experts can build trust and loyalty, especially among digitally savvy Millennials and Gen Z. In Poland, where nearly 78% of adults use dietary supplements, these insights translate into tangible market potential for functional foods and probiotic innovations. By positioning probiotics as a daily wellness essential, brands can meet both consumer demand and the growing trend toward preventive, holistic health. How Social Media Drives Probiotic Demand In Poland, social media isn’t just a scroll it’s a primary discovery engine for lifestyle and food trends. About 29 million Poles are active on social platforms – roughly 75.6 % of the population -and nearly 81.2 % of adults (18+) use social media regularly. This widespread usage makes platforms like TikTok, Instagram, and Facebook powerful tools for shaping consumer perceptions and behaviours. Short-form videos, Reels, and TikTok challenges have turned food content into a visual lifestyle statement. Social media is exploding with content about healthy eating, fitness meals, and aesthetic wellness routines, and many videos hit millions of views. Hashtags like #healthyfood, #zdrowejedzenie, and #GutHealthPL showcase gut-friendly recipes, probiotic snacks, and functional foods often presented as “eat your skincare”, where what’s good for your gut is also good for your glow. As the mantra goes: “If it’s healthy and aesthetic, it goes viral.” Turning Trends into Sales: Probiotic Demand in Poland The growing interest in gut health and functional nutrition is clearly reflected in Poland’s expanding wellness market. The broader nutraceuticals market which includes functional foods, probiotic yogurts, fortified drinks, and dietary supplements was valued at about USD 5.4 billion (€5.0 billion) in 2024 and is projected to reach USD 10.4 billion (€9.6 billion) by 2033, growing at a CAGR of 7.5% as consumers increasingly prioritise preventive health and daily wellness. Within this landscape, the dietary supplements segment including probiotic supplements continues to show strong demand. In 2024, the Polish dietary supplements market was estimated at USD 2.22 billion (€2.05 billion), with a projected CAGR of 10.9% from 2025 to 2030, driven by rising health awareness and wellness‑oriented consumption habits. Sales data also highlight how ingrained probiotic products have become in everyday routines. In 2023, pharmacies in Poland sold about 23 million packages of probiotic products, with total revenue reaching around 672 million PLN (€142 million), and both volumes and values have been steadily increasing over the past decade. This growth reflects deeper changes in consumer behaviour: Poles are not only using supplements more frequently, but are also incorporating functional foods with probiotics into their regular diets, from probiotic yogurts to fermented drinks like kombucha, which itself is a rapidly expanding niche in Poland (with the kombucha market projected to grow from USD 41.6 million (€38.5 million) in 2024 to USD 141.5 million (€131 million) by 2033). For brands, this means that the trend for gut health has graduated from online buzz to real purchasing power in Poland’s retail and e‑commerce channels, offering significant opportunities to meet the rising demand for probiotic and functional food products. Trendsetters to Trend Buyers: The Probiotics in Poland Market in Motion The rise of gut health and probiotics in Poland demonstrates how digital trends translate into real-world consumer behavior. Social media has sparked awareness and aspiration, making functional foods not just a health choice but a lifestyle statement. With Poland’s nutraceutical and probiotic markets growing steadily driven by Millennials, Gen Z, and health-conscious adults brands have a unique opportunity to meet this demand with science-backed, visually appealing products. Short-form content, influencer collaborations, and engaging educational campaigns can bridge the gap between online inspiration and offline sales, ensuring that gut-friendly products become an everyday part of Polish wellness routines. The scrolls of today are the sales of tomorrow — and probiotics are leading the way! To get in touch with our Poland team Contact Us

Food Trends In 2026

Functional, healthy and sensorial – with a touch of retro: For its annual outlook, the Lebensmittel Zeitung (LZ), Germany’s leading trade publication for retail and consumer goods, interviewed top food experts. The results show clear shifts in how consumers will eat with regards to food trends in 2026. 1. Food as an expression of identity Food increasingly reflects personal identity. Consumers choose products that not only support health or sustainability but also signal who they want to be. The former “Planetary Health Diet” mindset is giving way to a new question: “Is this product good for me?”Terms such as gut health, skin food and longevity are becoming mainstream. 2. Healthy speed: functionality made easy Fast‑paced lifestyles drive demand for simple, intuitive functional products. Consumers want health benefits without extra effort – while still seeking small moments of indulgence as emotional relief in their daily routine. 3. Protein matters – but the peak has been reached High‑protein products remain strong, but experts expect a shift away from “protein maxxing” towards more diverse functional ingredients, including collagen, biotin, zinc and creatine. 4. Gut health in focus Demand for pre‑ and probiotics is rising. Fermented foods and gut‑friendly soft drinks are moving from niche channels into the mainstream and becoming part of everyday consumption. 5. Alcohol‑free and plant‑based mature Alcohol‑free wines, sparkling wines and aperitifs are becoming independent beverage categories with distinct flavour profiles.Plant‑based foods, meanwhile, move beyond imitation and develop into confident, standalone plant categories, with mushrooms and microalgae playing a bigger role in product development. 6. Matcha Matcha remains a strong green‑food trend, with more snacks, drinks and cosmetic products entering the market and reinforcing its lifestyle appeal. 7. Food for all senses Consumers seek global flavours, new textures and surprising mouthfeel. The swicy trend (sweet + spicy) is growing across snacks and desserts. Visual appeal – colours, 3D effects, layered textures – is becoming more important across categories. 8. Nostalgia & retro Retro flavours and traditional preparation styles return as sources of comfort and familiarity, updated to meet modern expectations. 9. Social media accelerates food trends in 2026 Highly visual products – colourful drinks, unusual textures, global flavours – spread quickly online and influence especially younger audiences. These trends are shaping the future of food consumption in Germany and offer manufacturers strong opportunities for innovation, differentiation and growth. To get in touch with our Germany team Contact Us

Green Seed experts share export advice with Belgian food companies

On Wednesday 11th of February, Belgian food companies and Green Seed market experts from across Europe, the USA and the Middle East gathered in Brussels for the Food Export Forum. The event provided practical information, tips, and insights into international trends, helping companies capitalise on export opportunities. More than 85 professionals from the Belgian food industry attended and received tailor-made advice from Green Seed. In today’s fast-moving global economy, Belgian companies must constantly adapt. New import tariffs, geopolitical shifts and other challenges make export increasingly complex. During the Food Export Forum, organised by Fevia, the Federation for the Belgian Food Industry, companies received answers to their most pressing questions. Panel Discussion: Global Trends and Opportunities The event opened with a panel discussion featuring Green Seed Group experts from the United Kingdom and North America, Simon Waring and Sanjay Panchal, together with Audrey Ashworth, Event Director of SIAL. The panel explored global trends and how companies can respond effectively. A striking trend discussed was the impact of GLP-1 medication in the United States and how it is reshaping American eating habits. The panel also highlighted the increasingly blurred line between retail and foodservice channels, particularly in snacking. Once again, it was clear that having local expertise is essential for successful export. Keynote speaker Nicolas Colanbeen, Delhaize Director Fresh Sourcing & Strategic Partners, explained how Belgian food companies can drive international growth through the Ahold Delhaize organisation. Or on how a sound home market offers opportunities abroad. Tailor-Made Advice in One-on-One Meetings More than 100 one-to-one meetings between Green Seed Group offices and Belgian food companies provided bespoke advice on export strategies. Consultants from all offices worldwide travelled to the event specifically to assist both established exporters and start-ups with their international growth plans. For companies looking to expand beyond Belgian borders, the event offered concrete insights into challenges, pitfalls and opportunities. Philip Horemans, Chairman of Green Seed Group, reflects:“Beyond strategic insights, we provided participating companies with concrete and actionable advice. This hands-on approach allows food professionals to immediately apply the knowledge to their own export strategies.” To get in touch with our Belgium team Contact Us

GLP-1 Drugs Are Changing the Shape of Demand — Not Just the Size of the Basket

Move over Veganuary. For anyone working in food and drink at the beginning of 2026, the rise of GLP-1 drugs medication has dominated the news agenda, and its impact is already showing up in shopper data and category performance. The sector is beginning to adapt. The headline point is that adoption, while still relatively small, is growing quickly enough to affect purchasing behaviour in a visible way. Uptake: The US Leads, the UK Is Catching Up The United States provides the clearest early indication of potential impact. Surveys suggest 12–16% of American adults have tried a GLP-1 drug, with around 6–8% currently using one for diabetes or weight management. In absolute terms, that means tens of millions of consumers whose appetite and eating patterns have been biologically altered. The UK is several years behind on the adoption curve. Data cited by The Grocer from Kantar and IGD suggests around 4% of UK households now include a GLP-1 user, roughly double the level seen a year earlier. The base remains small, but the trajectory — and the US precedent — explains why retailers and suppliers are watching closely. What the Data Is Showing So Far The most consistent signal internationally is lower overall food consumption. Research from Cornell University and consumer analytics firm Numerator indicates U.S. households with a GLP-1 user reduce grocery spending by roughly 5–6% within six months of starting treatment. The impact is uneven across categories: Categories seeing declines confectionery and sweet snacks bakery products savoury snacks quick-service restaurant visits alcohol and sugary drinks Categories showing resilience or growth fresh fruit and vegetables yoghurt and fermented dairy lean protein foods functional or high-protein snacks The pattern is consistent with the pharmacology: the drugs suppress appetite and reduce reward signals from high-calorie foods. In the UK, the early data reported by the IGD (Institute of Grocery Distribution) show similar behaviour: 69% of users snack less frequently 35% eat out less often Around half say they eat fewer meals overall That combination translates into smaller baskets and fewer impulse purchases, which have obvious implications for categories historically driven by snacking occasions. How Retailers Are Responding Several retailers have already begun experimenting with range architecture. High-protein yoghurts, nutrient-dense ready meals, smaller portion formats (like the 100g steak from Ocado) and “mini-meal” concepts are appearing across private label. The thinking is straightforward: if consumers eat less, the opportunity lies in higher-quality, nutritionally efficient products rather than larger volumes. However, the industry is still testing the right positioning. Explicit “GLP-1 friendly” labelling risks being niche or short-lived if the drugs plateau or face regulatory pressure. The US Health Debate May Shape the Curve Another factor to watch is the safety conversation emerging in the US. Regulators, including the U.S. Food and Drug Administration, have warned about unapproved compounded versions of GLP-1 drugs, while clinicians continue to debate potential side effects ranging from gastrointestinal complications to muscle loss. None of these issues has fundamentally slowed adoption yet, but they may influence how long consumers stay on treatment and how widely the drugs are prescribed outside the US. The Overlooked Question: What Happens After Treatment? For the food industry, perhaps the most important unknown is post-treatment behaviour. Clinical studies show many patients regain weight after stopping GLP-1 therapy, implying that long term use may be necessary to maintain results. But even where weight returns, behavioural patterns often change. Users report smaller portion expectations, lower tolerance for heavy, high-fat foods and a greater focus on protein and nutrient density. In other words, habits formed during treatment may persist, even if appetite partially rebounds. Strategic Implications for Food & Drink Brands For brand owners, the key takeaway is not that demand will collapse — but that the composition of demand may shift. Three implications stand out: Snacking occasions are under pressure, particularly high-calorie impulse products. Protein, fibre, and nutrient density are becoming increasingly important commercial attributes. Portion architecture may matter as much as formulation. The US experience suggests the biggest risk is not falling consumption overall, but being over-indexed in the wrong types of calories. GLP-1 adoption in the UK is still early. But the trajectory, and the signals already visible in the US, suggest this is not just a healthcare innovation. For food manufacturers and retailers, it represents a structural shift in how consumers experience hunger — and therefore how they buy food. Simon WaringManaging Director, Green Seed UK To get in touch with our UK team Contact Us

Italian Families Increasingly Opt for Fresh Produce

ISMEA has reported a 5.2% increase in household food spending in the first half of 2025, driven by rising purchase frequency and a strengthening preference for products typical of the Mediterranean diet. Supermarkets remain the leading channel for these purchases. In the first half of 2025, Italian household food purchases gained momentum. According to the latest ISMEA report, household spending grew 5.2% year-on-year (after 2% in 2024), fueled not only by rising prices but also by a widespread increase in volumes. One clear indicator of renewed consumer confidence is a 10% increase in purchase frequency. A closer look at sales by category provides further insight. Fresh produce products lead the sector in volume growth: Vegetables: +4.9% Eggs: +7.5% Fish: +3.7% Bread: +4.9% Cheese: +5.3% Spending on fresh produce products is rising in parallel: Fresh vegetables: +5.6% Eggs: +13.2% Fresh fish: +10.2% Fresh bread: +6.1% Fresh cheeses: +8.6% Some categories, however, are losing ground. Fresh milk volumes declined by 3.9%, while wine volumes fell by 2.5%, despite a modest increase in spending (+1.9%). Among beverages, sparkling wines performed strongly (+8.8%), while bottled water (+3.9%) and non-alcoholic beverages (+3.2%) also saw growth. In the oils category, extra virgin olive oil is seeing a remarkable surge, with volumes up 15%, aided by sharply declining average prices (-18%). By contrast, seed oils experienced a volume decline of 6.4%. To get in touch with our Italy team Contact Us

Nutrition Report 2025

The Nutrition Report is an annual, representative study published by the German Federal Ministry of Food and Agriculture (BMEL, since 2023: BMLEH). Since 2016, it has provided an overview of the eating habits and attitudes of the German population and serves as a key guide for companies seeking to understand and enter the German market. BMLEH Nutrition Report 2025 – Key Findings & Market Opportunities 1. Taste remains the top priority98% of Germans state that taste is “very important” or “important” when it comes to food→ Products with a clear promise of enjoyment and authentic taste have a high potential 2. Health and conscious nutrition90% value healthy eating71% eat fruit and vegetables daily, 64% consume dairy products daily→ Products with health claims, functional ingredients or clean labels are highly accepted 3. Decline in meat consumptionOnly 24% eat meat or sausages daily (2015: 34%)→ Plant-based alternatives, flexitarian products and innovative protein sources are in demand 4. Convenience and quick preparation57% consider easy and quick preparation important (2015: 45%)→ High-quality, healthy convenience products and meal solutions are a growth area 5. Price awareness is rising again59% pay attention to price when shopping (2015: 58%, 2020: 46%)→ Value-for-money and price-performance communication are becoming more important 6. Regionality and sustainability77% pay attention to regional origin, especially for eggs, fruit/vegetables, bread65% look for animal welfare labels, 59% for organic labels (2015: 36% and 47% respectively)→ Storytelling about origin, regionality and sustainability, as well as organic and animal welfare certifications 7. Transparency and nutrition labelling90% notice the Nutri-Score when shopping (2021: 44%)→ Clear, understandable nutrition labelling and transparent communication are crucial 8. Reduced sugar, salt and fat consumption64% pay attention to less sugar (2019: 58%), 21% to less salt, 54% to less fat→ Reformulated products with reduced sugar, salt and fat are in demand Conclusion for international companies for the Nutrition Report 2025 The German market offers great opportunities for products that combine enjoyment, health, sustainability and convenience. Plant-based alternatives, regional and sustainable products, healthy snacks and transparent communication are particularly in demand. Price awareness and quick preparation are further success factors. To get in touch with our Germany team Contact Us

Private Label Continues Its Bullish Momentum in the Spanish Food Market

According to Circana’s latest survey of the Spanish retail food market, covering the period up to the end of November 2025, 70.9% of total food volume sold in modern retail is now purchased in private label (PL) products. This has occurred despite a context of more moderate overall inflationary pressures. Reaching the 70% volume threshold represents a significant shift, as private label accounted for around 60% of total volume just five years ago. This milestone has been achieved despite sustained relative price increases for private label products compared with manufacturers’ national brands. For example, in 2025 versus 2024, average private label prices increased by 2.1%, while prices of manufacturers’ products remained broadly stable (according to Circana). The main factors driving the continued momentum of private label include: – So-called limited-assortment retailers — Mercadona, Lidl, Aldi and Dia — continue to gain food market share while expanding their private label ranges. Private label now represents more than 80% of Lidl’s assortment, 74.5% at Mercadona, and 69.1% at Aldi (Worldpanel by Nielsen). – Carrefour, the second-largest retailer in Spain, appears to be increasing its private label presence and expects private label to account for 41% of its assortment by the end of 2026, compared with 32% just two years ago. – Other major retailers, such as Eroski and Consum, appear to be following the same path. Surveys published in Spain over the past two years consistently show that at least two-thirds of shoppers declare themselves satisfied with private label offerings in supermarkets. This satisfaction is driven primarily by perceptions of “intelligent shopping” and by the improving perceived quality of private label products. To get in touch with our Spain team Contact Us

Move over protein, it’s time for fibremaxxing!

Fibre is the word on everyone’s lips as the key trend to move into the limelight for 2026, even while protein enriched food and drink still drives a lot of volume. In terms of our diet, many people are consuming more than enough protein, while there is very low awareness of the importance of fibre and especially how much should be consumed on a daily basis to lower the risks of illness. According to ONS (UK government statistics) some 96% of consumers are not eating enough fibre. The NHS recommends adults should consume 30g of fibre per day – and most of us are only consuming 20g. Now is the time for this much overlooked macronutrient to grab some attention and become a more central part of the diet. In addition to supporting healthy digestion and the gut microbiome (which has been shown to have positive effects on the central nervous system in addition to the gut), fibre strengthens immunity, improves cardiovascular health and diminishes the chances of serious illness including colon cancer. Brand owners and retailers are picking up fast on this trend. New launches across multiple categories, from cereals and seeds to healthy snacking, are increasingly highlighting fibre content and using it as a selling message. Consumers are receptive as the ‘#fibremaxxing’ trend on social media is creating a real engagement, with this hashtag having 150m views and counting. How Have Retailers Taken This News About Fibre Consumption? Marks & Spencer has been taking a lead role in this too, citing barriers to increased fibre consumption as lack of awareness, unclear labelling and socio-economic factors. This is something they are lobbying the government about and aiming to address in their Eat Well fibre range. Retailers will be increasingly looking for brands that can make a source of, or high fibre claim to capitalise on increasing consumer interest. To get in touch with our UK team Contact Us

The existential question facing medium-sized brands

The growing concentration of retailers has changed the dynamics between multiples and food suppliers. In a market where private label continues to grow alongside A-brands, medium-sized producers are increasingly being squeezed. Should they survive as medium-sized brands or focus on private label? Are they ultimately doomed, or is there still a future for them? Private label products have gained substantial ground across all markets. This is not a new phenomenon, as own brands have been a core element of retail strategies for many years. However, the internationalisation of retail — with fascias operating in multiple countries and acquisitions leading to higher levels of concentration — has created larger volumes, higher service requirements, and a stronger negotiating position for retailers. This pressure can marginalise smaller producers, who often struggle to achieve the economies of scale needed to compete effectively. As retailers continue to consolidate their supply chains, the need for reliable, cost-effective suppliers becomes ever more critical. To remain relevant, medium-sized producers must build scale. Developing international supply partnerships therefore becomes essential, with mergers and acquisitions often the natural outcome. For every SKU, the question is straightforward: does this product deserve its shelf space? Medium-sized brands frequently face the classic “stuck in the middle” problem — neither cheap enough to compete with private label nor distinctive enough to challenge A-brands. They may be overly reliant on retail distribution, with limited direct consumer pull, or lack the resources to outspend A-brands on marketing and trade terms. As a result, medium-sized brands can only survive if they clearly add value to the category. They must differentiate and actively contribute to category growth. Our advice is clear: become a specialist brand. Claim and own a niche (for example, gluten-free products or premium crisps) and ensure the brand is genuinely meaningful. Bring shopper insights, propose exclusive launches, and even consider producing selected private label products without undermining the core brand. In doing so, the brand contributes to storytelling and category development for the retailer, helping to trade shoppers up from private label. The focus shifts from defensively protecting shelf space to actively building the category. The expertise a brand brings strengthens the trade relationship through credibility. Becoming a partner rather than simply a supplier offers longer-term protection. Ultimately, success depends on relevance to the multiples. This is what challenger brands demonstrate every day: the ability to be distinctive and innovative. Their success is often recognised by leading brands, which acquire them before they even reach medium-sized scale. Perhaps some medium-sized brands should reflect on those earlier days, when they themselves were the exciting challengers — and return to those roots. What Is The Alternative For Medium-Sized Brands? What is the alternative? Delisting by multiples and the resulting loss of distribution, reducing the market position to a local one, acquisition by an A-brand, or gradual disappearance driven by margin erosion. In a consolidating market, a clear strategic choice is essential to protect long-term market position. Philip HoremansManaging Director, Green Seed Belgium To get in touch with our Belgium team Contact Us

Healthy Fast Food Options – What Food & Drink Brands Need To Know

Healthy fast food options are no longer a niche trend, they are reshaping how consumers think about convenience and wellbeing. In a world where everything is fast paced, but being health conscious is growing ever larger, the fast food sector is undergoing a quiet revolution. Once associated with indulgence and excess, the category is now being redefined by brands that offer nutritious, transparent, and innovative alternatives, which taste great but are also designed with being healthy in mind! For food and drink companies, this shift presents a major opportunity. Whether you’re developing new products, adapting existing ranges or even looking to expand into food service channels, understanding how having different healthy fast food options can be essential for your growth. Why Is The Fast Food Model Under The Microscope? Fast food has always been about speed and accessibility, but in 2025 today’s consumers are asking more questions about what exactly is in their meals. A recent report from Nesta found that one in three fast food meals in Great Britain contain more than double the amount of recommended calories, often exceeding 1,300 kcal per portion! There is a growing call from modern consumers that they would like to see more healthy fast food options available to them – whether that might be eating in or from a takeaway the call for healthy fast food options has never been greater. The changing trend from consumers signals both a challenge, but also an opportunity. Brands that continue to rely solely on indulgence heavy fast food run the risk of losing relevance, whilst those that innovate their range to be healthier and more balanced can capitalise on securing a new audience and long-term loyalty! Realistically, the fast food model isn’t disappearing… It’s transforming. What Does “Healthy Fast Food Options” Really Mean? “Healthy fast food options” can mean many different things, but it all depends on the consumer, market and occasion. What’s extremely clear is that modern expectations go well beyond calories counting. Today’s consumers would like: Balanced Nutrition – More plants, less saturated fat, mindful portions Transparency – Clear labelling and ingredient sourcing Sustainability – Recyclable packaging and ethical production Convenience With Quality – Fresh ingredients, ready quickly Positive Brand Values – Authenticity, honesty and a modern tone For brands this means redefining what “fast” and “healthy” look like together. A balanced salad bowl, a protein-rich wrap, or even a plant-based burger can all be part of this fresh look. Then it all comes down to if the taste, texture and brand promise are all compelling to the potential customers! Healthy fast food isn’t about restriction, it’s about smarter satisfaction. Growth Opportunities In The Healthy Fast Food Space! The shift towards healthier convenience eating opens up new avenues across multiple different channels! Take a look at some of the key growth areas that we think are ones to watch: a) Retail Alternatives To Traditional Quick Service Restaurants (QSR) Supermarkets and smaller shops are rapidly expanding their “food on the go” categories. This comes from consumers wanting nutritious, ready-to-eat options that rival QSR for convenience. For brands, this means more opportunities to innovate with chilled or shelf-stable meals that deliver on health and flavour! b) Food Service Innovation Food manufacturers supplying into hospitality and QSR channels are also embracing change. By offering healthier ingredient solutions, from reduced salt sauces to more plant-based menu items, brands can help food operators meet consumer demand while supporting menu appeal. c) Direct To Consumer & Digital Formats Healthy “fast food” doesn’t always mean on-the-go. Digital platforms and subscription models enable consumers to enjoy convenient, nutritious meals at home, while brands gain valuable insights into customer preferences and purchasing patterns! All these channels come together to prove one key insight – healthier convenience is becoming mainstream, not just a niche. Turning Your Insight Into A Strategy Adapting to the healthy fast food movement requires more than just a slight tweak of your already existing products within your range, it calls for a cohesive strategy that pulls everything together! Here are five actions that we think food and drink brands can take: 1. Map The Occasion Understanding when, where and why consumers choose fast food is incredibly important. Is it for lunch on the go, a post-gym snack, or even a quick evening meal option? Tailoring your products and offers for these moments can be greatly beneficial. 2. Define Why You’re “Better” Is your product full of protein, maybe it’s plant-based, or even might be because it’s low waste. These selling points can be the thing that sets you apart from your competition but also can build trust and visibility too! 3. Optimise Experience & Format Focusing on portion control, clear labelling and packaging that suits both retail and delivery can be extremely helpful to push your products clearly towards the intended audience. 4. Select Your Channel Strategically Make sure you decide which route will suit your business best, as well as aligning with your brand’s strengths and distribution capabilities. 5. Communicate With Credibility Marketing, PR and packaging will be of the utmost importance, as they are all working to consistently reinforce your brand values and health positioning. Make sure to avoid buzzwords though, clarity always wins over cliches! At Green Seed, we’re on hand to help clients translate market insight into strategy. Whether it’s consumer research, brand positioning or go-to-market planning, actionable data ensures decisions are rooted in real-world demand. Realistically, the healthiest brands aren’t just making “better” products, they’re making smarter decisions. Potential Challenges To Consider While the momentum behind having healthy fast food options is gaining a lot of strength, the final execution still matters. Brands need to ensure that they balance the innovation with operational reality. A few of the familiar challenges that may arise include: Taste vs Health Perception – Potentially if a product feels too worthy, it may struggle to convert the trial into habit! Pricing Pressures – Utilising premium ingredients can raise costs, so communicating the value of your products will become crucial. Regulatory & Labelling Compliance – With the introduction of new calorie and nutritional disclosure rules, you’ll need to stay up-to-date and make sure you’re compliant with any new rules that might be in place! Brand Credibility – If you’re a heritage brand known for indulgence, then you may need to be careful with your transition to health conscious range, as to not damage the reputation you’ve already built up. However, another way to look at these challenges is that they are also an opportunity to stand out from the competition! By using improved storytelling, transparent sourcing, and collaborating with trusted partners you can see results from even the most dauting challenges. A Global Opportunity With A Local Nuance Having healthy fast food options isn’t just a trend within the UK, it’s now become a global movement. Across Europe, North America and the rest of the world, more and more consumers are seeking convenient options that support wellness and sustainability. However, the definitions of what is considered “healthy” can vary by each culture. A grain bowl may resonate with one market, while fresh seafood, or fermented options might dominate in other areas of the world. Successful international brands tailor their products and messaging to reflect these differences while supporting a cohesive identity. For brands expanding internationally, this is where you’ll be able to benefit from our cross-market expertise! We have local teams across 20+ markets, allowing us to help food and drink businesses understand regional preferences, navigate regulatory frameworks, and adapt effectively for each different audience – wherever they might be located! The Future Of Healthy Fast Food Options Is Smarter, Not Slower It’s the end of the era of “fast equals unhealthy”, consumers are proving that speed, taste and wellbeing can all coexist – plus the brands that embrace this reality will be at the forefront of the next chapter of food innovation! For food and drink companies, the key lies in blending insight, creativity and execution. From the beginning with the product development, all the way to marketing and the distribution of the final product. Whether you’re a start-up or an established player, aligning your strategy with consumer expectations around healthy fast food options can unlock not just growth but also a great deal of credibility too! At Green Seed, we’re here to help businesses make that connection, allowing you to turn global trends into local opportunities, and ideas into commercially successful products too. Interested in finding out more of how we can help your business thrive? Then feel free to get in touch and one of our expert team will be on hand to assist you!

After Lidl and Colruyt, Now Delhaize Also Launches A Hybrid Meat Range. Are We Seeing The Start Of A Revolution?

There is clearly something happening on the Belgian meat shelf.  Whilst the growth of pure vegetarian or vegan has slowed down, producers and retailers are exploring new ways of reducing meat and contributing to the protein shift. In June, Lidl launched a blended meat category with mince meat and a hybrid meat cheeseburger.  The Colruyt Group is adding plant-enriched mince to its product range in two of its chains. Now Delhaize is offering a new range which includes both deli and fresh meat options: hybrid chicken fillet, salami, cooked ham, minced meat, chipolata sausages and burgers.Each recipe blends meat with plant-based ingredients like courgette and butter beans, to ensure the same rich taste and juicy texture. According to Delhaize its new hybrid meat range combines the rich taste of meat with the goodness of plants.By replacing part of the meat for veggies, the products have 30% less fat and a smaller footprint. They are targeting consumers who want to eat smarter without giving up flavour. It fits with Delhaize’s strategy on sustainability and health. As Belgium’s leader in plant-based food, Delhaize has always been ahead of the curve. But not everyone is ready to go fully plant based. That’s why Delhaize is introducing hybrid meat products that help you eat more sustainably without changing your habits overnight. “Our customers care deeply about sustainability, health and taste,” says Jonathan Hertog, VP Fresh and Sourcing at Delhaize. “With our hybrid range, we make it easier to choose better—for yourself and for the planet—without compromising on flavour.” This launch is part of Delhaize’s long-term commitment to sustainability: by 2030, at least half of all protein-rich products will be plant-based. It’s clear that all retailers are exploring ways on how to appeal to the flexitarians, those who want to eat less meat without compromising on taste. To get in touch with our Belgium team Contact Us

Organic Market in Germany: Growth, Trends, and Opportunities for International Companies

The German organic food market experienced impressive growth of 5.7% in 2024, reaching a turnover of approximately 17 billion euros. This growth reflects the increasing consumer interest in organically produced food. Although organically farmed land in Germany now accounts for 11.4% of total agricultural land, domestic production is insufficient to meet the growing demand. As a result, the German organic market may increasingly rely on imports—an opportunity for international suppliers to strategically position themselves. Consumers place great importance on aspects such as animal welfare, sustainable production, and supporting local agriculture when purchasing organic products. A recent study shows that 97% of all German households buy organic food at least occasionally. However, organic products currently account for only about 6.3% of total food sales, highlighting significant growth potential. Organic food is also gaining importance in the out-of-home catering sector. With the introduction of the Organic Out-of-Home Catering Ordinance (Bio-AHVV) in October 2023, a certification system with Bronze, Silver, and Gold labels was implemented to indicate the organic share in restaurants, canteens, and cafeterias. This initiative aims to provide transparency for customers and allow businesses to showcase their commitment to sustainable catering. For international companies in the food & drink sector, the German organic market offers attractive opportunities. The rising demand for sustainable and locally sourced products, combined with consumers’ increasing awareness of healthy nutrition, creates a favorable environment for market entry. However, it is essential to consider local preferences and quality standards to establish a successful foothold in both the German retail and foodservice markets. Sources: Lebensmittelpraxis „Bio-Markt wächst auf 17 Milliarden Euro Umsatz“, 11.2.2025BÖLW (German Organic Food Industry Association) „Kaufmotivation“, 11.2.2025BMEL (Federal Ministry of Food and Agriculture) „Mehr Bio in Restaurants, Kantinen und Mensen – so unterstützt das BMEL gute Außer-Haus-Verpflegung“; 9.12.25 Contact Us

Snacking: The Growing Appetite Of The French For A Freer Way Of Consuming

Snacking is no longer a passing trend. In mainstream French grocery retail the snacking universe recorded sales of €23.3B in the period to 18th May 2025, notching +22% growth over three years, reflecting lifestyle changes, consumer expectations, and food identity. It is no longer just about satisfying hunger : it’s a combination of convenience, pleasure, and self-expression in everyday life. Societal shifts fuel this rise: 81% of the population live in urban areas, households are smaller, daily life is faster, remote work is widespread, and consumers experience chronic time pressure. Over the 12 months ending May 2025, convenience has driven growth in ready-to-eat categories : fresh pasta +6.6%, pizzas +5%, boxed meals +18.4%, and delivery spending has multiplied 2.5 times since 2019. Snacking also fulfills emotional needs, offering “bubbles of pleasure” in a context of low morale, budget constraints, and social isolation. Consumption is increasingly polarized and individualized. In retail, meal snacking has grown +3% in value, aperitifs +1.8%, sweet treats +3%, and individual drinks +13%, while convenience formats dominate. Hypermarkets and drive-throughs lag behind, revealing growth opportunities.   In commercial foodservice, snacking occasions are reshaping visits: 45% occur outside traditional mealtimes. Mornings are increasingly convenience-driven, with muffins, brownies, cookies, and soft drinks. Afternoons focus on indulgence: desserts, coffee, soft drinks, and savoury items like burgers and nuggets. Coffee shops visits have increased +14%, while independent bakeries emerge as key channels. Consumers seek intensity, energy, and identity. Protein products (Skyr +24%, high-protein yogurts +11%), energy drinks +14%, world cuisine (Asian sauces +12%, tortillas +12%, guacamole +8%), and spices (paprika +23%, hot sauces +14%) reflect diverse tastes. Plant-based, halal, and poultry alternatives express identity-driven choices. Snacking now spans healthy, indulgent, spicy, world-food, protein-rich, premium, and vegetarian options. Innovation is essential. Out-of-home trends, such as spicy products, vegetarian offerings, new fry formats, and coffee shop culture, often translate into retail success. SMEs can leverage agility, creativity, and variety to meet consumer demand, while large groups compete on scale. High purchase frequency, constant novelty, and cross-channel competition make speed and relevance key to success. Snacking 2025 is not the future of food: it’s already its dominant form. To get in touch with our France team Contact Us

Fair Trading Practices: It’s All About Balance

Since the 17th century, the scales have symbolized justice: a balanced weighing of interests and arguments. Today, that balance is wavering in the food supply chain. At the European level, important decisions are on the table. Will our policymakers choose real balance, or will they allow the scales to tip toward a few economic interests? The Fevia economist Carole Dembour weighs the challenges and risks. On the scales: principle above threshold The European directive on unfair trading practices (the UTP Directive) was intended to protect suppliers from abuses of power within the agri-food chain. But that protection is based on an arbitrary threshold: only companies with a global turnover below 350 million euros* fall under its scope. Anyone who exceeds that ceiling—even by a single euro—is left out, while the problems remain the same. Justice does not stop at numbers. An unfair practice remains unfair, regardless of a company’s size. Unfair is unfair, no matter the size. A joint survey by Fevia and BABM, the Belgian brand association, shows that more than 9 out of 10 companies encounter trading practices that are prohibited by the directive, both below and above the threshold. That says it all: the current framework is inadequate and needs adjustment. The consumer as an argument or an alibi? In the debate on fair trading practices, the consumer is often put forward by the retail sector as the main argument. But in reality, the consumer stands on both sides of the scale: suppliers and retailers both want to offer affordable, high-quality food. However, it is misleading to pretend that retailers negotiate “for the consumer.” Those negotiations are not about the shopping basket, but about market share and margins. The power of large European purchasing alliances has grown so significantly that even multinationals can barely counterbalance them. More than half of the companies in the survey indicate that a large part of their negotiations takes place directly with such alliances. These are structures representing hundreds of billions of euros, often based in countries with minimal protection (such as Belgium or the Netherlands), or even outside the EU. This is why it is crucial that policymakers take the growing power of these European purchasing alliances** into account. Legislative proposals aiming to better regulate this are currently on the table. One European market, but not one price There is increasing pressure to abolish so-called territorial supply constraints (TSCs) altogether. These are arrangements that allow food companies to organize their supplies per country, based on the structure and characteristics of each national market. According to a — biased — study by the European Commission, abolishing these arrangements could save consumers 14 billion euros. What is not mentioned is that this would only be possible if food products were bought and produced everywhere in Europe at the lowest price level—often in Eastern European countries. The economic impact would be devastating. Such a scenario would severely affect the Belgian food industry, a sector that, according to the Federal Planning Bureau, is the most deeply rooted in its economy. The consequences are significant: 230,000 jobs and 23 billion euros in added value are at stake. Existing European competition law already provides the tools needed to tackle abuses of market power. New and hasty rules risk not restoring balance but disturbing it. True balance: the right prize, not the lowest A healthy relationship between farmers, food companies and retailers begins by recognizing the value of food. Not only in euros, but also in terms of societal impact and the future of our agriculture and food sector. The right price is not necessarily the lowest one, but the one that allows companies to invest, innovate and continue producing locally. Only then will our food chain remain fair, resilient and future proof. Beautifully balanced, as it should be. Maintaining that balance is not a matter of market forces, but of political choices. So, dear policymakers: make the right choices. Choices that reconcile fair trading practices with fair pricing *Adjusted for inflation in recent years, today that ceiling would amount to 465 million euros.**4 in 10 brands negotiate more than half of their turnover at the European level. For private-label products the share is slightly lower—but still striking: more than one-third negotiate over 20% of their turnover through these alliances. Carole Dembour | Fair Trading Practices Balance | Green Seed Group Carole Dembour, Economist, (The Belgian Food and Drink Federation)

The Consumer As An Algorithm: How AI Is Changing Perceptions and Purchase Decisions

Up until now brand awareness, strategy positioning and effective communication campaigns have shaped brand value and determined market success. But this is no longer valid. What you say about yourself is no longer how people perceive and value you.  Building trust has become a key success factor. Transparency, consumer testimonials and experiences create digital reputation. And that becomes the source of the AI algorithms in analysing, processing and delivering information about you or your brand. When you ask on your internet browser if you can trust brand A, the outcome does not necessarily reflect your marketing campaign or company sources. It flows from the consumer perspectives rooted in experiences that are then digested by the AI bots such as the LLM’s (Large Language Models) whose outputs are  becoming ever more credible in consumers’ eyes and in guiding their future decisions. And this entails risks because the feed data can be manipulated and this for sure will affect what the AI bots write about the brand. One can be critical about the future implications of the new reality which is shaking business model foundations. But it is there and you either cope with it or face becoming a dinosaur. When considering communication processes, its purpose needs to be double faced: emotional for consumers but also logical for machines. One needs to integrate AI bots in the communication targets. SEO strategies should deliver not only to search engines but also to GEO’s (Generative Engine Optimization) which are no more than conversational models. It also means that a poorly described product or one which shows inconsistent data is overlooked by AI agents. The perception of a brand’s value today is built into forums that the brand doesn’t control, such as Reddit, social networks such as TikTok – or portals such as DECO Consumers’ Association in Portugal where consumers feed in their own evaluations. These platforms are avidly read before the potential consumers or users take decisions. There are efficient tools for omnichannel ticketing / addressing costumer complaints such as Freshdesk or Zendesk that companies cannot ignore any longer. Auditing your brand’s digital presence and integrating AI tools for digital reputation analysis will become mandatory to design any future communication strategy. One needs to be prepared for new interfaces between the consumer and selling channels whether an e-commerce platform or even the supermarket shelves. These AI agents will interact with websites and ultimately can command purchases on behalf of the consumer. Luis GarciaManaging Director, Green Seed Portugal To get in touch with our Portugal team Contact Us

A New Model of Innovation: How Social Media Are Redefining Consumption

After years marked by health crises and inflation, 2025 signals a turning point. According to Nielsen data, FMCG sales are up +2% year-to-date (08 2025 vs 2024), while the number of SKUs has increased by +3.9%. These positive signs are not merely cyclical; they reveal a new model of value creation, shaped by connected, demanding consumers and the growing influence of social media as a driver of innovation. The way new products emerge has radically shifted. Nearly one in two innovations today originates from social media, whether through a viral TikTok challenge, an Instagram story, or the endorsement of a powerful creator. The traditional launch model, based on mass advertising and brand heritage, is being replaced by a bottom-up dynamic led by online communities. These “born-online” products create demand before supply, build scarcity before availability, and rely on virality to accelerate awareness. When successful, this model generates exponential visibility and rapid sales growth. Yet it remains fragile, with almost 50% of innovations still disappearing within four years due to weak in-store execution or a lack of long-term anchoring. In this new landscape, the product alone is no longer enough to ensure success. Growth is increasingly driven by the ecosystem that surrounds it. A loyal community built through authenticity and dialogue, coherence between the influencer’s persona and the product’s values, impactful packaging designed for both screen and shelf visibility, and flawless execution in stores all combine to sustain momentum beyond the initial buzz. In this landscape, the product alone is no longer enough to ensure success. Growth is increasingly driven by the ecosystem surrounding the product. A loyal community built through authenticity and dialogue, coherence between the influencer’s persona and the product’s values, compelling storytelling, impactful packaging, and flawless implementation in stores all sustain momentum beyond the initial buzz. Social-born brands demonstrate how creators can successfully convert online influence into tangible market performance. For instance, MrBeast’s Feastables (a line of creator-branded chocolate bars and snacks) leveraged his 430 million YouTube followers to turn content into commerce, achieving €2.4 million in revenue over just three months in France. Similarly, Franui (a frozen snack of chocolate-coated berries), a chocolate brand launched primarily through social media campaigns, generated €2.7 million in sales within 3 months according to Nielsen data. Meanwhile, Lindt Pistachio a limited-edition product following the “Dubaï chocolate” trend launched through a social-driven campaign, reached nearly €3 million in revenue in three months in 2025. These examples highlight that social-born products are not only viral phenomena but also significant revenue drivers, demonstrating the concrete market impact of creator-led and socially activated innovations. Nielsen insights reveal that consumers are changing faster than brands. They are moving from influence to functionality. Shoppers still seek inspiration, but they now demand proof over promise. Composition, origin, transparency, and sustainability have become decisive factors. Influence remains a powerful lever, but it must now be grounded in authenticity and credibility. The brands that succeed are those able to blend emotion with evidence, turning storytelling into a tangible experience. In this fast-moving environment, continuous monitoring of social and market data has become essential to spot weak signals, anticipate trends, and adapt quickly. Generations Z and Alpha embody this new paradigm. Hyper-connected and fluent across multiple platforms, they grant attention only to what aligns with their values. Their loyalty is short-term and tied to experiences rather than brands. They join a trend, drive it, and move on once it fades. For marketers, the risk is no longer missing the next big thing; it is becoming invisible in a world where visibility is measured in seconds of scrolling. According to Nielsen, 70% of Gen Z consumers discover products online first, and over half expect to see digital engagement before encountering a product in stores. Despite the acceleration of digital channels, traditional retail remains essential for scaling. Social-born brands still rely on supermarkets and hypermarkets to reach mass audiences, but the sequence has flipped: audience now precedes distribution. At the same time, established FMCG players are experimenting with influencer-driven collaborations to reignite consumer engagement. This hybridization reflects a deeper shift. The balance between digital and physical, between virality and longevity, is being reinvented. The FMCG market is entering an era where success requires listening before speaking, proving before promising, and co-creating before selling. Social media have not just redefined communication; they have rewritten the rules of innovation itself. In 2025, brands no longer lead the conversation. Consumers do. Sophie DelcroixManaging Director, Green Seed France To get in touch with our France team Contact Us

Latest Trends For Spanish Coffee Consumption

Coinciding with the 1st October celebration of the World Coffee Day, the AECafé (Spanish Coffee Association) has issued its annual Report with some interesting Highlights of 2024: · Coffee consumption keeps on growing in Spain to 4.2 kg per capita (3.5 kg per cap in 2019) or 562 cups a year per person. Coffee consumed is evenly spread among arabica and robusta varieties. 83%+ of the coffee sold to final consumer is caffeinated and mainly in 250g bags, though pods are increasing faster than other formats · This represents 75 million cups of coffee per day or 206 k tonnes consumed in the year backed by the strong Horeca pull with 70 k tonnes or 22.5 million cups of coffee per day which represent an increase of 2% versus prior year · Those figures are even more significant in the current context of general global coffee price increases where Spanish coffee imports have grown by 46% in value terms with a volume increase of 13% versus prior year giving a total of 345 k tonnes imported · The 3 main import countries are Vietnam, Brazil and Uganda · In production terms the Spanish coffee industry has reached a level of €2 billion with 6,300 direct employees in 100+ coffee roasters, with an additional around 100,000 employed indirectly in the sector The trade structure in Spain with 235,000 out-of-home outlets, 50,000 retailers shops and 335,000 plus vending machines support these strong trends going forward. Contact Us

How to respond to food trends highlighted by Anuga 2025

Anuga Food Trends 2025 provide a forward-looking perspective on the key drivers shaping consumer behaviour worldwide. These insights are not only relevant for global markets but also critical for companies targeting Germany, one of Europe’s most dynamic and competitive food retail landscapes. Top Food Trends For 2025 1. Sustainability as Standard Sustainability is no longer a niche topic – it is a core purchasing criterion. Consumers expect climate-friendly products, transparent supply chains, and eco-conscious packaging. ➡ Brands should integrate sustainability into product development and communication strategies. 2. Naturalness & Clean Label Consumers demand simple, recognisable ingredients and transparent labelling. Plant-based products remain strong, but with a focus on authenticity and minimal processing. ➡ Highlight natural ingredients and clear sourcing information. 3. Personalised Nutrition Health-conscious consumers seek tailored solutions for individual needs, supported by apps and smart devices. ➡ Functional ingredients and customised product concepts open new opportunities. 4. Convenience & Snacking Busy lifestyles drive demand for convenient, portion-controlled, and healthy snacks. ➡ Develop on-the-go formats that combine taste, health, and convenience. 5. Beauty from Within Nutrition meets beauty: products with added benefits for skin, hair, and nails are gaining traction. ➡ Position functional foods as part of a holistic wellness lifestyle. 6. Gut Health Digestive health remains a top priority, with growing interest in probiotics, prebiotics, and fibre-rich foods. ➡ Incorporate gut-friendly ingredients into existing and new product lines. 7. Alternative Proteins The shift towards plant-based and meat-reduced diets continues, with innovations in cultivated meat and microbial fermentation. ➡ Explore alternative protein sources to meet evolving consumer expectations. Adapting to these trends will help brands stay ahead in a rapidly evolving market. Whether it’s sustainability, convenience, or functional nutrition, companies that innovate in line with these expectations will be best positioned for success in Germany and beyond. Contact Us

The UK Food and Drink Market: Growth Opportunity for International Businesses

After a few years of post-Brexit adjustment, the UK food and drink market is finally finding its rhythm again. Despite wider economic challenges, there’s a sense of confidence returning across retail and foodservice. It feels like an exciting moment for international brands ready to enter a market that rewards genuine quality and innovation. The UK is still one of the largest food and drink markets, worth over £250 billion each year. British consumers are some of the most trend-aware in Europe, with a growing appetite for global flavours and sustainable products. Retailers are expanding their ranges too, looking for new ways to stand out through distinct, high-quality offerings. Premium and speciality products are leading the way, even as value ranges continue to feel pressure from discounters. According to NielsenIQ, half of global shoppers are now buying more private-label products than ever before. This mix of affordability and aspiration is opening doors for international brands that can tell a strong story and deliver on quality. UK shoppers are happy to trade up when a product feels authentic or genuinely good for them. The structure of UK retail also works in favour of focused exporters. Tesco and Sainsbury’s together make up over 40% of grocery sales, and both are putting more emphasis on innovation and supplier collaboration. Online grocery and convenience channels are growing too, giving overseas brands an easier way to test products and build recognition before going all in with major retailers. Online specialist Ocado has been the fastest growing supermarket retailer over the last year. On the trade side, things are gradually improving. New UK–EU cooperation measures will simplfy customs processes, and ongoing trade talks with the US and other countries point to a more open approach to global imports. For European producers the UK remains a valuable and well-connected export market. For US brands, the UK is often the first natural step into Europe. The shared language and similar consumer habits make it a manageable place to build awareness. Innovative American products from craft drinks to better-for-you snacks continue to do well here, especially among younger consumers looking for something different. Overall, while the past few years have had their ups and downs, the UK food and drink market still has a lot going for it. With shoppers more curious and open-minded than ever, this is a great time for European and US brands to take another look at their UK potential. If a brand has a clear story and something unique to offer, the market is ready to listen. Source: Glotech/Data sourced uktradeinfo.com Contact Us

The Green Seed Series: Free Webinar – Rethink Your International Strategy

The webinar explored how global markets are changing fast due to factors like tariffs hitting US exports and the emergence of new opportunities in regions like Canada, the Middle East, China, and India. It offered insights into where to focus your next move and addressed key strategies for success. Key topics covered included: – How to tailor your approach to the US market despite current challenges. – New ways of doing business in EU markets, adapting to evolving regulations and consumer trends. – Latest global insights informing business decisions. – New opportunities in other world markets, detailing high-potential growth areas. The session helped attendees understand the complexities of the current global trade environment and provided key takeaways for future success in an ever-changing landscape .js-image {display: none;} .layout-pt-md {padding-top: 0px!important;}

Despite the increasing price of foodstuffs, Portuguese consumers are not sacrificing health for a lower priced basket

According to research commissioned by the Product of the Year, 44% of Portuguese shoppers said that “eating healthily” is a daily compromise. Supermarkets are the preferred channel for healthy purchasing 70%, with 15% going to markets and 7% to specialized stores.  Nearly half  of consumers (47%) said they do not change their basket mix because of price increases. But those who did, organic products (17%), healthy snacks (16%) or Meat (11%) were the ones to go. Of those who go for specific diets, 28% prefer Gluten and / or Lactose free, low carb (25%) or Plant based (19%). In terms of information collected to support food purchasing decisions and a quest for a balanced diet, the most relevant sources were seen as: nutritionists (34%), TikTok and You Tube (21%), friends and family (16%) and finally bloggers or health sites (13%). To get in touch with our Portugal team Contact Us

Price vs. Value: How to Win the Polish Plant-Based Market

The plant-based alternatives market in Poland is rapidly evolving, transforming from a niche segment into a significant player in consumers’ shopping baskets. Polish shoppers are increasingly choosing plant-based meat and dairy products, driven by concerns for health, the climate, and animal welfare. Nearly half of the population has already tried these products, and 43% purchase them regularly, noting their good taste and quality. However, behind this growth lies a serious challenge – the post-inflation reality where price has once again become king. After a period of high inflation, a significant portion of consumers has adopted a more frugal approach to spending. For 39% of Poles, price remains the main barrier to switching to plant-based alternatives. This is where the real battle begins. While some brands attempt to penetrate the market through aggressive pricing, others have come to understand that success doesn’t come to the cheapest player but to the most convincing one. In a time when every zloty counts, the ability to communicate the value of a product becomes the key to success. It’s not just about being tasty and affordable, but about being conscious and beneficial in the long term. To succeed in Poland – a country where environmental awareness is growing, but wallets still call the shots – plant-based brands must go beyond traditional marketing. They must not only feed but educate, explaining that price is not a barrier but an investment. An investment in health, in a cleaner planet, in innovation, and in the future. Polish consumers are price-sensitive – that’s a fact. But the winners are those who know how to turn price into value. Health remains the top priority for Polish shoppers, with 44% placing it first when choosing food products. This is followed by concern for the environment (25%) and only then by price considerations. Local sourcing is also gaining importance, especially among consumers aged 30 to 50, who value products with transparent origins and a minimal supply chain footprint. Prices as Both a Barrier and a Driving Force The post-inflation reality of 2024–2025 has reshaped Polish consumer behavior, putting a strong emphasis on saving. Price, now the primary decision-making factor, has driven a widespread shift toward promotions, private label goods, and local brands. For many shoppers, this has become a strategy to adapt to declining purchasing power. Today, smart shopping is the guiding principle. Polish consumers assess not just the price but the justification behind the expense. This is particularly relevant in the context of growing environmental awareness. While 83% of Poles acknowledge the importance of combating climate change, only 10% are willing to pay more for environmentally friendly products. This gap highlights that cost remains a decisive factor, even among those who recognize the value of sustainability. Plant-based alternatives, offering nutritional value and environmental benefits, still tend to be more expensive than traditional meat products – ranging from 4 to 7.5 PLN per 100 grams, compared to 2.5–4 PLN for conventional meat. However, the price gap is gradually narrowing, providing brands with an opportunity to reach a broader audience. This is why discount retailers such as Lidl and Biedronka are gaining popularity, offering affordable options for budget-conscious consumers. At the same time, premium stores remain attractive to those prioritizing health and sustainability. Online shopping is also emerging as a convenient space for exploration, combining a wide selection with the ability to find competitive deals. Consumer Segmentation: Who Pays for Value and Who Pays for Discounts? The plant-based product market in Poland is shaped by four main consumer groups, each driven by their own motivations and expectations. Price-focused: shoppers who care only about affordable prices. They seek cheap private label products at discount stores. Health-focused: those who choose products with clean ingredients and are willing to pay more for quality and health benefits. Conscious consumers: oriented toward ecology and ethics, willing to pay a premium, but making up a small share — less than 10%. Certifications and transparency are important to them. “Trendy” consumers: experimenters and flexitarians who quickly lose interest if the product doesn’t meet expectations. They value vibe, trendiness, visual appeal, and influencer support. Flexitarians hold a special place — flexible consumers who do not completely give up meat but consciously reduce their consumption. They currently form the main growth segment for the plant-based alternatives market. This group in Poland is steadily growing by 8–10% annually, making it a key driver of the sector’s development. Their choices are influenced by taste, price, convenience, and trust in social media recommendations. To win over this audience, brands need more than just affordability they must be convincing by offering real value, emotional engagement, and rational justification for every purchase. Value as a Strategy to Reduce Discounts and Increase Profitability Consumers do not buy products they buy value. Money flows to the brand only when the perceived benefit outweighs the price tag. In post inflation Poland discounts have long ceased to be a universal solution. They dull the perception of a product’s true worth and erode profitability in the long run. It is far more profitable to build a strategy around clear and tangible value something consumers are genuinely willing to pay for. Social media plays a special role in shaping this perception. Polish consumers especially young people and flexitarians todays main growth drivers of the market trust recommendations on Instagram TikTok and real stories far more than traditional advertising. Social networks allow brands not just to show a price but to tell a story about health benefits carbon footprint reduction local ingredients and taste pleasure. They help create the emotional connection for which people are willing to pay a little extra even when budgeting. The Polish market is ready for this approach. For most consumers health environmental responsibility and brand transparency matter more than another “20 percent off” banner. The winners will be the companies that can communicate this value honestly clearly and consistently. Price attracts. But consumers stay for the meaning To succeed in Poland plant based brands must go beyond price competition and focus on long term value strategies. This means using discounts as an entry point but building growth on transparency taste and trust. It is important to invest in storytelling through social media speak the language of the Polish consumer strengthen local identity and explain why the product is worth its price not only in calories but in meaning. To get in touch with our Poland team Contact Us

Lidl launches hybrid meat, a brand new product that is healthier than the original

Hybrid meat is on the rise; and the interest from producers and retailers is growing. What Is Hybrid Meat? Hybrid meat is minced meat that consists of 60% beef and 40% vegetable protein. The mix is intended to offer a sustainable alternative to traditional minced meat, with CO₂ emissions that are up to 40% lower. Lidl is one of the first retailers  to launch it in Belgium. It fits within their corporate agenda on sustainability. ‘By replacing 40% of the meat with plant-based proteins, the CO2 emissions of this minced meat product are reduced by as much as 40%. Water and land consumption are also significantly reduced. To produce one kilogram of beef for your plate, you need about 12,000 litres of water. For a hybrid variant, that is about 40% less,’ according to Ines Verschaeve, sustainability expert at Lidl. Moreover, according to Lidl, the product looks and tastes the same as regular minced beef. The supermarket chain promises that the taste and appearance will remain the same as that of classic minced beef. ‘The development of this product took quite a long time, because we were determined to preserve the taste. I would even go so far as to say that even true meat lovers will hardly notice the difference,’ says Sam Van Lier, purchasing manager at Lidl Belgium & Luxembourg. The retailer sees it as its responsibility to make sustainable choices easier and more accessible. Recent research by Sciensano shows that the eating habits of Belgians are not yet sufficiently in line with the recommendations of the Superior Health Council. Only 54% of Belgians adhere to the advice to consume a maximum of 30 grams of red meat per day. Hybrid meat delivers on the health promise: more plant-based proteins and less fat. Philip Horemans of Green Seed Belgium adds: “The interest versus a hybrid meat offer is an interesting development, as the whole meat-free sector struggles.  Yes, meat-free consumption is still increasing, but the growth figures are not as spectacular as forecast a few years ago. Green Seed is currently involved in a similar project, whereby a meat-free producer is open for a hybrid proposition, which years ago would never have been an option.” To get in touch with our Belgium team Contact Us

Private Label in Growth in Germany and across Europe

The Private Label Manufacturers Association (PLMA) hosted its largest-ever “World of Private Label” trade show a few months ago – a signal of the continued strength and innovation of the €352 bn sector. Key figures from NielsenIQ (2025 International Private Label Yearbook) reveal: Private label sales in Europe grew by €9.5bn vs 2023) Market share rose to 38.1% of the total grocery sector (+ 0.11 pp vs. 2023) Germany remains one of the largest private label markets in Europe. Unit sales in grocery increased by +1.27%, adding 5.24 bn units. Private labels drove over 75% of the total volume growth in the grocery sector. Strongest category growth: Ambient Food, Snacks, Perishables, Alcoholic Beverages. German Consumers Embrace Private Labels A December 2024 study by Simon-Kucher & Appinio confirms a long-term shift in German consumer behaviour: 52% of German shoppers now prefer private labels (up from 43% in 2023) 73% want to continue buying private labels. 13% plan to increase their use even further. Even if prices fall, more than half would stick to private labels. 14% would buy even more private labels if branded products became cheaper. Private labels are especially popular among lower-income households, but are increasingly seen as high-quality alternatives across all demographics. What Matters to German Consumers in 2025 Price remains the most important purchase driver, with 60% of consumers saying they are more price-conscious than in the previous year. However, other factors are gaining ground: 37% prioritise product quality. 30% value sustainability – particularly younger consumers, who are willing to pay more for high-quality, eco-friendly products. Shopping frequency is also changing: 55% of consumers now shop for groceries several times per week. The overall trend points to more frequent, value-driven, and conscious purchasing behaviour. Conclusion: A Market Full of Opportunity Germany’s grocery sector is evolving – and private labels are leading the way. For international producers, the opportunity lies in offering products that combine affordability, quality, and sustainability. To get in touch with our Germany team Contact Us

The traditional Dutch consumer no longer exists

For many Dutch consumers, price still remains the most important factor in making food purchases. In the supermarket, price plays a key role. A whopping 81% of Dutch consumers cite this as the most important factor in a purchase, followed by quality at 61%. This is one of the conclusions of the report “Balancing between spending and saving: the hybrid consumer in 2025” by ABN Amro, in collaboration with Q&A Retail. But today’s consumer is no longer predictable. Where once there were clearer boundaries between bargain hunters and luxury enthusiasts, in 2025 we see a consumer emerge who effortlessly switches between these worlds. Sometimes they purposefully search for the lowest price, but the next day they choose a premium brand or designer product with equal conviction. This “hybrid consumer” is not consistent—they are smart, strategic, and situationally aware, seeking a balance between price, quality, brand, and convenience. In the report, recent research was used to explore the preferences of this hybrid consumer, what drives them in different situations and across various product categories, and how factors such as age and income influence this behaviour. Loyalty is under pressure It is important for retailers and suppliers to incorporate these insights into purchasing behaviour when developing brands, product concepts, promotions, product ranges and customer approaches. Loyalty is under pressure. The hybrid consumer isn’t necessarily someone from a higher income bracket with many options, but someone who uses their budget strategically. This strategic use can vary by product category and stage of life. The research was conducted in consultation with Q&A Retail among over 2,100 respondents, divided into five age categories: ranging from 18 to 26 years old to 70 to 82 years old. The five involved product categories were: Supermarket products, Clothing and shoes, Cosmetics and beauty, Home and interior, and Electronics. The conclusions below will primarily focus on food related behaviour. The research results show that 51% of the households who were willing to share this information have a gross annual income between €42,000 and €84,000. This seems sufficient to make choices, but not generous enough to always opt for luxury. Furthermore, 32% have a modal income of €42,000 or less, and approximately 17%  have more than twice the average income. Nearly one in ten households has a state. It is striking that almost one in five respondents refuses to share their income level, a possible sign that purchasing power and financial status remain sensitive issues. Price and quality are most important Price and quality are by far the most important aspects for consumers when purchasing food products. Women are slightly more likely to be price-conscious, while men are more likely to choose quality or brand in some categories. But other aspects also play a role in consumer choices within each product category. Retailers must also consider this. The hybrid consumer is price-conscious, but doesn’t always go for the lowest price or a discount. Consumers have a pragmatic and goal-oriented approach to shopping. For example, 40% say they are willing to pay more for some products and specific features, but not for others. Across all product groups surveyed, the balance between price and quality clearly dominates consumer choices. Consumers are also flexible and context-driven in their choices: they alternate between inexpensive brands or private labels with expensive and well-known brands from the same category, depending on what they consider important at the time. Consider, for example, a family with an average income. They choose to do their weekly grocery shopping at a discounter to save money, but for special occasions, they choose premium products from a supermarket or luxury specialty store. This flexibility typifies the hybrid consumer: they switch when a more attractive purchase presents itself. Of the types of stores and online shops surveyed in the retail landscape—discounters, mid-range, premium/luxury—the mid-range stores are the most frequently visited by respondents. This also reflects the desire for good value for money. Quality, store brands, and convenience Price is therefore the most important aspect for supermarket customers. It’s striking that quality scores slightly higher than price in the highest income group. Brand plays a limited role, which, according to the researchers, also explains the rise of store brands in supermarkets; name brands are less important. Product availability is considered important by 28% of respondents. Furthermore, more than one in five say convenience of purchase and use is important. This is especially true for the youngest demographic. According to the researchers, this also indicates that many consumers consider online grocery shopping to be important. Proximity of a supermarket is an important aspect. “Nearly half of respondents consider proximity to the store crucial when it comes to supermarkets. This has everything to do with convenience, routine, and frequency of purchases. In those cases, proximity is convenient, and price isn’t always the deciding factor,” the report states. Millennials find sustainability important Finally, an average of 11 percent say that sustainability plays an important role in their purchases. This percentage is higher among millennials (born between 1985 and 2000) and the oldest group. “In conclusion, behaviour appears to be primarily functional and routine-driven when it comes to supermarket products.” Pim HaasdijkManaging Director, Green Seed The Netherlands Contact Us

Food PR: How to Launch a New Product – A Marketing & PR Checklist for Brands Ready for Growth

When it comes to Food PR, launching a new food or beverage product isn’t just about having a great recipe or sourcing the best ingredients – it’s about knowing how to package, position and promote it in a way that drives demand from the start. For brands already familiar with the fundamentals of the food industry, refining your go to marketing strategy is what can make or break a product’s performance on shelf and online. At Green Seed, we’ve worked with emerging and established food brands and drink brands across Europe and beyond. While every market and category has its nuances, there are key marketing and Food PR steps that can help you maximise visibility, stand out in a saturated sector and create lasting demand. This guide breaks down those essentials, not just to get your product out there, but to ensure it thrives. 1. Nail Your Positioning Before You Pitch Before diving into marketing tactics, clarity around your product’s positioning is non-negotiable. What gap is your product filling? Why now? How is it different from (and better than) what’s already out there? This goes beyond flavour or format, it’s about knowing your target audience intimately and aligning your product with their values and lifestyle. Are you speaking to time poor professionals looking for functional snacks? Health-conscious families seeking transparency in labels? Sustainability focused Gen Z consumers? Conducting consumer research, including focus groups, can help you gather valuable insights into consumer preferences and inform your product positioning before launch. Key questions to ask: – What is our unique value proposition? – What trends are we tapping into (e.g., gut health, plant based, low waste)? – How do we want people to feel when they discover or try the product? These insights are essential for influencing purchasing decisions, ensuring your product resonates with your target audience. Use this insight to inform your tone of voice, packaging and communications strategy from the outset. 2. Build Brand Assets That Reflect Your Story In a crowded market, consistency is key. Your visual identity, brand language, branding, brand development, food packaging and digital presence all need to work cohesively to support your product launch and build strong brand assets. Many food entrepreneurs invest heavily in research and development, but not enough in the creative assets that bring the product to life on shelf or screen. A strong design system, guided by a clear brand strategy and clear guidelines for using it, helps build brand recognition fast. If you’re launching in retail, food packaging is your first salesperson. It needs to grab attention and communicate your benefits clearly. Food labels play a crucial role in attracting consumers, conveying product information, and supporting your marketing and branding strategies. Branded packaging solutions allow you to customize your product presentation to align with your unique branding. The perfect balance of visual appeal and durability in food packaging can optimize both product presentation and protection, helping your product stand out. For direct-to-consumer launches, your product photography, video content and web UX will do the hard work. Tip: Invest in high quality images and product lifestyle shots early — you’ll need them for press, buyers, retailers, social media and digital ads. Our agency provides a comprehensive service to support clients with every aspect of brand asset development, from strategy to execution. 3. Leverage Food Trends and Innovation for Food PR In the fast-moving food marketing industry, staying ahead of the curve is essential for brands looking to make an impact. Leveraging current food trends and embracing innovation can set your food products apart and drive sales in a crowded market. Start by investing in thorough market research to identify what’s resonating with consumers—whether it’s plant-based options, functional ingredients, or sustainable packaging. Use these insights to inform your food marketing strategies and ensure your product line aligns with evolving consumer demands. Digital marketing techniques are invaluable here. Promote your new food products across social media platforms, collaborate with influencers who share your brand values, and use targeted campaigns to spark interest and build brand recognition. The World Health Organization has highlighted the importance of promoting healthier food choices, so consider how your marketing strategies can support public health by highlighting nutritional benefits and transparency. Innovation isn’t just about the product itself—it’s about how you communicate and connect. Food companies that consistently monitor trends, adapt their marketing, and create engaging campaigns are more likely to capture attention, build loyalty, and achieve lasting success in the food market. 4. Logistics and Distribution: Setting Up for Success Behind every successful food product launch is a well-oiled logistics and distribution strategy. For food companies, ensuring your products reach grocery stores and retail shelves efficiently is just as important as your marketing efforts. Start by establishing a reliable distribution network that can scale with demand and work closely with food manufacturers to manage inventory and maintain product quality. A strong logistics plan helps reduce costs, minimize delays and improve customer satisfaction — key factors in building a competitive edge in the food market. Make sure your team is trained on food safety regulations and best practices for handling and storage, so your products arrive fresh and safe for consumers. By prioritizing logistics and distribution, you not only support your marketing strategy but also lay the groundwork for long-term retail success. A seamless supply chain ensures your food products are always available when and where your customers want them, helping your brand grow and thrive in the market. 5. Create a Tiered Food PR Plan: Trade, Consumer, Influencer Food PR isn’t one size fits all. Our Food PR services are tailored for food and drink brands, ensuring a successful launch plan that considers who you need to reach first, and how to build layers of credibility and excitement. – Trade PR should come early, especially if you’re seeking listings. Trade media helps you reach buyers, distributors and category managers who want evidence of traction and an interesting brand story. – Consumer PR is about raising awareness and driving trial. This includes securing editorial in lifestyle publications, food blogs and national press. Effective consumer PR helps expand your customer base and reach potential customers by connecting your brand with new audiences. – Influencer seeding can amplify your story visually, particularly on Instagram, TikTok and YouTube. Micro and niche influencers with loyal audiences often outperform high follower accounts in terms of engagement and conversion. To maximise results, align your Food PR outreach with key moments: first listings, category expansion, product awards, events or sustainability milestones. 6. Use Sampling Strategically Sampling is one of the most powerful tools for food product launches, but it’s only effective when it’s targeted and trackable. – Direct-to-consumer sampling: through partnerships, subscription boxes or targeted mailers – Retail sampling: where possible, particularly in busy retail environments or premium store locations – Influencer and media seeding: including creative packaging, clear messaging, and a strong call to action Don’t treat sampling as a numbers game. Instead, focus on quality: getting the product into the hands of decision makers and loyal brand advocates who will amplify it. Effective sampling strategies are designed to encourage the final sale and foster long-term customer relationships. 7. Activate Your Digital Presence Early It’s common for product development to outpace digital execution, but by launch time, your website, social media and search presence need to be ready. Advertising and food advertising play a crucial role in building brand awareness and driving engagement, helping you reach potential customers across multiple channels. Even if you’re not going direct-to-consumer, most consumers will look you up online before trying or buying. Your website should clearly explain your story, your range and where to buy. Think of it as your digital storefront, press hub and brand world all in one. Meanwhile, social media allows you to: – Build a pre-launch community – Create behind-the-scenes anticipation – Share user generated content and testimonials – Tell your story in an engaging, authentic way Paid digital can support your launch too, especially if you’re guiding traffic to listings or building a waitlist. Paid advertising is a key channel for reaching your target audience quickly and effectively. But organic content builds the long-term foundation. 8. Track, Tweak, Repeat The best product launches don’t stop once the product hits shelves. Successful brands are constantly monitoring performance, gathering feedback and iterating. Use analytics and reporting to understand: – What PR placements drove the most traffic or sales? – Which content formats are converting best? – Are there regional or demographic patterns in trial or awareness? – How are retailers responding, and what additional support do they need? Launching is only the beginning. A smart feedback loop, informed by real data and insights, helps you scale more effectively and make informed decisions about future promotions, packaging tweaks or range extensions. Successful businesses adapt their strategies to different markets by analysing performance data and tailoring their approach to meet the unique demands of each region. Final Thoughts Launching a food or beverage product takes more than a great idea; it requires strategic planning, clear positioning and consistent execution across marketing and PR. Even the most innovative products can struggle if they aren’t introduced to the market in the right way. A strong launch strategy builds early momentum, creates visibility with the right audiences and lays the foundation for long-term growth. It’s not just about making noise, it’s about telling a story that resonates, building trust and proving your value quickly in a competitive space. The launch is just the beginning. With the right structure in place, you can continue to learn, adapt and scale effectively as your brand grows.

Unlocking Growth Through Strategic Sales Execution

Sales execution isn’t just about getting your product on shelves, it’s about getting it into baskets, building strong customer relationships, and meeting your commercial goals. For food and drink brands competing in the UK and abroad, strategic sales execution is what turns a listing into long-term shelf success. At Green Seed Group, we support brands with strong propositions by helping them execute smarter. This blog outlines our approach to strategic sales execution, and how turning a clear plan into action can create real results. The Green Seed Approach We follow a phased approach to sales execution: Seed → Incubate → Grow → Harvest. Each stage is designed to build momentum and deliver results in a structured, manageable way. Seed: Setting the Foundation and Identifying the Target Market Before you step into a buyer meeting, you need clarity on your value proposition, your target customers and your ideal retail partners. This early work involves refining your brand story, aligning your goals with market opportunities, conducting market research to inform these decisions and stress testing your proposition with potential buyers or distributors. At this stage, we help brands prioritise markets, identify commercial objectives, and leverage customer data to inform these priorities. We also focus on building relationships with key retailers and partners as a core activity. Incubate: Market Entry & Listings With the groundwork laid, the next focus is on gaining traction. This means introducing your product to the right people: category buyers, distributors, wholesalers or regional operators — depending on your route to market. Leveraging inbound marketing and consistent marketing efforts is essential to generate interest and attract qualified leads at this stage. We support this with tailored buyer presentations, partner search and negotiation strategies. Our team can help you prepare for important retail meetings, ensuring your pitch is clear, compelling and aligned with what buyers are looking for. Fostering customer engagement during these interactions is crucial for building lasting relationships and increasing your chances of success. Grow: Supporting Sales & Visibility Securing a listing is just the start. To succeed at shelf level, you need visibility, repeat sales and sustained support. During the Grow phase, we help manage the listing process and monitor performance. This might involve working with field teams, tracking sales data, adjusting activation plans or responding to buyer feedback. We also look at ways to deepen brand awareness and encourage rate of sale — whether through in-store promotions, trade media, sampling or category led storytelling. Harvest: Building Long-Term Value and Driving Revenue Growth Once the basics are in place, we work with you to optimise and expand. That may mean entering new channels, scaling within the UK or launching in other key territories. At this stage, it’s also crucial to nurture existing prospects to support ongoing expansion and maintain a healthy sales pipeline. By this stage, we’ll have built trusted relationships with your buyers and partners, giving you a firm foundation for future growth. Mapping the Path: Understanding the Customer Journey To optimise sales execution, it’s essential to understand the customer journey in detail. Mapping out each stage of the sales process, from initial awareness through to closing the deal, enables sales teams to pinpoint where potential customers may drop off or encounter obstacles. By analysing these touchpoints, including marketing campaigns, sales calls and customer interactions, sales professionals can gain valuable insights into customer behaviour and preferences. This comprehensive view allows sales teams to develop targeted sales strategies that resonate with their target audience and address their specific needs. By continuously refining the customer journey map, sales teams can improve customer satisfaction, enhance effective sales execution and increase the likelihood of successful sales. Understanding the customer journey is not just about tracking steps; it’s about using those insights to deliver a seamless, effective sales experience that leads to lasting business relationships. Why Sales Execution Often Fails Even great brands can falter when it comes to execution. Common challenges include: Underestimating the lead time to secure listings Lack of alignment between marketing and sales functions Not understanding buyer or category manager needs Weak partner relationships or unclear accountabilities Inability to scale due to operational gaps We’ve seen time and again that early-stage excitement can fade fast without the right support. That’s why it’s essential to treat sales execution not as a final step, but as a continuous, evolving part of your go to market strategy. Measuring What Matters: Evaluating Sales Performance Tracking and evaluating sales performance is vital for any successful sales execution strategy. By monitoring key performance indicators such as sales revenue, customer acquisition costs and the length of the sales cycle, sales leaders can identify strengths and areas for improvement within the sales process. Leveraging analytics tools and automation helps sales teams reduce repetitive tasks like data entry, freeing up time to focus on high value activities and close more deals. Regularly reviewing sales performance metrics empowers sales teams to make data driven decisions, refine their sales execution plan and adjust their sales strategy to stay on track with revenue targets. By understanding customer behaviour through analytics, sales professionals can optimise their approach and ensure that their sales efforts are consistently driving successful sales outcomes. Growing Stronger: Continuous Improvement in Sales Execution Continuous improvement is at the heart of effective sales execution. Sales teams that regularly review and refine their sales execution plan are better equipped to adapt to changing industry trends, market dynamics, and evolving customer needs. By staying informed and responsive, sales professionals can develop sales strategies that keep them ahead of the competition and drive ongoing revenue growth. Utilising sales execution models, such as the sales funnel, helps visualise the sales process and identify opportunities for optimisation. Embracing customer feedback and monitoring key metrics on an ongoing basis ensures that sales teams are always moving toward greater business success. A commitment to continuous improvement transforms the sales execution process into a dynamic engine for growth, enabling sales teams to achieve and exceed their goals. A Partner Led Approach What makes Green Seed different is our hands on approach. We don’t just advise from a distance — we actively connect you with the right people and stay involved throughout the process. With over 25 years of experience in food and drink sales across the UK, Europe and beyond, we’ve built an extensive network of trusted buyers, distributors and trade contacts. Whether you need to run a structured partner search, refine your retailer pitch or build a full sales execution plan for a new market, we can help you move forward with confidence. Final Thoughts Sales execution is where vision meets reality. For food and drink brands aiming to grow, it’s no longer enough to have a great product — you need a clear, actionable plan for commercial success. From creating your sales story to managing long-term retailer relationships, execution is the key to unlocking sustainable growth. If you’re ready to take the next step and ensure your product doesn’t just launch, but lasts, we’re here to help. Explore our Sales Execution services to learn more.

Grocery Retail in Transition: Discount on the Rise, Hypermarket Formats show mixed results

The grocery retail landscape in Sweden is undergoing a clear shift. Chains with a Discount profile like Willys are thriving, offering affordability and efficiency in line with increasingly price-sensitive consumers. Willys, owned by Axfood, continues to expand and gain market share, a proof that the discount model is aligned with current consumer priorities. However, large-format stores are seeing mixed results. ICA Maxi is a standout success, benefiting from a well-integrated mix between huge assortment and low prices aimed at matching the Willys chain, strong customer loyalty, and a clear brand. In contrast, Axfood’s hypermarket chain City Gross is underperforming. Despite now sharing ownership with Willys, City Gross has struggled to define its identity and compete effectively in a market where choice and price dominate. It will be interesting to see whether Axfood is able to turn City Gross around. Given their proven success with Willys, the capability is likely there, but it will require a bold strategic approach , possibly redefining the role of City Gross within the portfolio. Can it become a hybrid between discount and full-service, or does it need a completely new format, or will it be Willys-XL? The opportunity is there: a successful repositioning of City Gross could fill a gap between hypermarkets and discount. But standing still is not an option. To get in touch with our Nordic team Contact Us

E-commerce: scenario and critical issues

In Italy, e-commerce is worth more than 6 billion euros and the number of shoppers who buy online is growing, however, sites dedicated to grocery shopping are not taking off. How is e-commerce doing in the grocery sector in Italy? Pet products drive online sales growth The pandemic has strongly pushed the expansion of e-commerce and consumer goods are increasingly relevant in total purchases, making up 15.8% of total spending in Europe. In particular, in Italy the online channel generates a turnover of more than 6 billion euros, with strong growth rates for products intended for pets, home and personal care, while the share in food has slightly decreased (-0.6%).  A NIQ research report  highlights how shoppers are making online purchases in an increasing number of product categories and that, as regards food and beverages, preference is for retailers with an existing network of physical stores. Brands dominate the shopping cart, PL accounts for ‘only’ 7.2% of the turnover But how are purchases segmented? It is mostly men who shop online, and more than 70% of orders come from Generation X (38.3%) and Millennials (35.6%), however the habit is also spreading among older and younger users; the latter, obviously, will become increasingly relevant. In the virtual cart, branded industry products prevail, while private labels are worth only 7.2% of purchases (against 27.9% in the physical channel). As payment, 65% of Italian consumers prefer card, debit card or bank transfer, but other methods such as Amazon, Apple or Google Pay are growing. Promotional events, from Black Friday to Amazon Prime Days and Christmas, are crucial for e-commerce sales. Loyalty as a lever for growth Based on research by Statista, Italy is in third place in Europe for shoppers who have bought food online at least once (43%, compared to 64% in France and 51% in the United Kingdom). The penetration rate, however, stops at 6% and this means that users approach the online channel, but then abandon it. The main challenge, therefore, is loyalty, not the acquisition of new customers. Consumers turn to the online channel above all to order food items that they cannot find in physical stores, while the experience (not entirely positive) is summarized by the following data: 25% of users believe that buying online saves time (a very low percentage if we consider that the purpose of e-commerce is precisely to save time), 23% declare that the operation is simple while 21% believe that there is vast choice. Users also highlight various problems related to payments. All this shows that the Modern Retail is not yet able to offer a completely easy e-commerce service in the grocery. Strategies for improving the shopping experience What strategies should be implemented? Firstly, retailers online ranges should feature ‘exclusive’ products – private labels could be an optimal solution in this sense. Optimization itself is a crucial factor: for example, a delivery cost that decreases the longer the time slot could be a nice solution. The value of the user’s time must absolutely be rethought, providing for quick orders, shopping lists, one-click reordering (a function particularly appreciated in e-commerce in other sectors). Product sheets should also highlight the benefits for those who follow a particular diet or intend to prepare a certain recipe. Filters are therefore appropriate, so as to improve the choice. The use of WhatsApp should also be considered, for which strong investment is expected in the future. Finally, the implementation of well thought through loyalty programmes and communicating with consumers is essential. To get in touch with our Italy team Contact Us

Rethinking retail formats: How Auchan and Lidl are adapting to a changing market

Once the symbol of modern retail, the hypermarket model in France is being fundamentally rethought. With non-food sales in steady decline and shoppers adopting more purpose-driven, value-conscious behaviours, major players like Auchan and Lidl are redesigning their store formats, either by shrinking their assortments or adapting to new urban realities. For decades, hypermarkets thrived by offering food, apparel, appliances, and more in a single location. But that model is eroding. At Carrefour, non-food sales dropped by -6% in value in 2024, driven by category fragmentation and the rise of discount specialists such as Action and Normal. Auchan, facing structural difficulties, reported a -4.7% decline in like-for-like revenue in France the same year. Consumers are no longer treating the hypermarket as a one-stop destination. Instead, they’re shopping more selectively, often online or in discount chains. In response, Auchan has launched a bold transformation. The group plans to reduce the sales area of 77 of its 119 French hypermarkets by an average of 25% by 2027, without reducing the store footprint. The idea is to maintain the hypermarket format but reorganize the space to look and function more like a large-format supermarket. This means a smaller non-food section, an expanded food assortment, clearer signage, and a simplified shopping experience. Pilot stores in Mandelieu and Fréjus (south of France), inspired by Auchan’s model in Cascais, Portugal, are already testing this approach. For Auchan, this strategy is not only about shopper experience but also about efficiency, surface profitability, and relevance in a market where loyalty is increasingly hard-won. Lidl is also exploring how to adapt to more constrained urban spaces. In Versailles-Chantiers, near Paris, the retailer opened a 654 m² store (half the size of a standard Lidl) with a one-way shopping path and 100% self-checkout. The store is located inside a mixed-use building called “La Biosphère,” which also houses a Basic-Fit gym upstairs. However, the two operate independently. This atypical setup reflects Lidl’s ability to flex its format to fit high-traffic zones with space limitations. While this is not officially presented as a strategic shift, Lidl representatives describe it as “putting a foot in the door” of new urban models : an experiment that could inform future openings depending on performance. These two retailers are reacting to the same market shift: the end of the “everything, everywhere” retail promise. Instead, they’re betting on strategic focus, whether that’s a renewed commitment to food, more compact layouts, or collaborative spaces that add value beyond product. Hypermarkets may not disappear anytime soon, but they are being fundamentally redefined. The big question now: will these revised formats be enough to restore foot traffic and margins, or are we witnessing a transition toward an entirely new kind of retail? To get in touch with our France team Contact Us

Cannibalisation increases due to online stores and new stores.

Many consumers are experiencing “sticker shock”, says Rabobank analyst Schreijen. This term refers to the feeling of surprise or shock caused by the high prices of certain products compared to a few years ago. For example, consumers are still astonished by a jar of peanut butter costing more than €5, chocolate sprinkles costing over €3.50, and ready-made meals priced at €7.50, up from €5 in the past. Price awareness influences purchasing behaviour, mainly because consumers are aware of price developments and this may make them think twice before spending. In addition to price-conscious consumers, competition from other providers also poses a significant challenge for supermarkets. This includes meal delivery services, meal kit providers, online platforms, specialty stores and foodservice. As consumers once again have money to spend, especially now that their purchasing capacity has returned to 2019 levels, they find it easier to switch to more expensive channels such as foodservice and specialty shops. This poses a considerable risk to supermarkets. However, there are also opportunities. There are particularly good prospects for supermarkets among generations that value convenience, such as baby boomers, who have relatively higher discretionary income. Additionally, supermarkets can strengthen their position by utilising unmanned vending points and vending walls, which cater to the demand for convenience. Rabobank expects increased competition among supermarkets in the coming years. More new supermarkets will open and more store space will be created, which will lead to greater rivalry. This results in a ‘survival of the fittest’ situation, where only the strongest will endure. This could be more challenging for so-called service supermarkets, as growth is primarily occurring in higher segments and revenue from these segments may decline more rapidly in favour of discounters, who mainly compete on price. Furthermore, the bank predicts that the online share of the grocery market will grow to between 15 and 20 per cent. The market will be dominated by large players such as Albert Heijn, Picnic and Jumbo. Newcomers will find it hard to break into this market, since major players have logistics, fulfilment and technology advantages. The analyst advises supermarkets to view online shopping as an additional service rather than the main focus, because the required investments are very high and the market is rapidly becoming saturated, with the largest players ultimately benefiting the most. To get in touch with our Netherlands team Contact Us

UK’s Top Two in Grocery have got their mojo back!

Tesco and Sainsburys have a combined grocery market share of in excess of 40% and both are showing that they can successfully fight off challenges from the discounters. Tesco is on the march towards 30% market share. At least that’s their bold ambition as revealed by their new UK CEO Ashwin Prasad at a recent supplier event, intended to show brand owners that they cannot be beaten on value and quality, as well as service and availability. Having a comprehensive range of products is crucial to their strategy. Not only is this a very clear point of difference from the limited assortment discounters, it also helps to distinguish them from other supermarkets fighting them on price like Asda, whose performance has lagged consistently behind the No 1 retailer over some years now. Tesco’s current market share has been inching up for a while now (27.8% from recent Kantar figures). At its one time peak it was not far off 32% (some 18 years ago), but that was at a time when the two most important discounter competitors (combined share today 19%) were negligible players with a share of only 4% combined of grocery (it was the financial crisis which followed soon after which helped to turbo charge their growth rate). Sainsburys at end June 2025 report their highest market share in 9 years (The Times). Their ‘food first’ strategy appears to be paying dividends as recent like for like sales have increased +4.7% in the last 4 months. A combination of price matching Aldi across a number of products to prove their price credentials plus expansion of their Taste the Difference premium private label range (+18% in sales over the latest period), appears to be paying dividends. Not to mention being helped somewhat by the empty shelves following the cyber attack faced by competitor Marks & Spencer! To get in touch with our UK team Contact Us

Ready-to-Eat in Spain – a Rising Trend with Endless Development Potential

Significantly increased quality, healthy recipes, convenience, lack of preparation time, it’s “the trend to follow”, are some of the reasons we hear in surveys as to why Spanish consumers are so eagerly embracing ready-to-eat (RTE) meals. In the last ten years, Spaniards have passed from consuming 13 kilos per capita of RTE products to 18 kilos, a 38% increase, according to the consumption panel of the Ministry of Food. According to Kantar, the number of products available in mass supermarkets in Spain ready to eat and to consume at home or on the go (20% of the occasions and growing), has increased by 48% in the last 2 years with a significant penetration (1/5 of the population) already regularly consuming RTE meals. As regards availability of those products, not only the deli and gourmet shops are developing increased offers but importantly big supermarket chains as Mercadona or Carrefour are also devoting increased space to RTE products on the shelves of ambient, chilled and frozen sections. But the differentiator concept is to also have special zones with the RTE meals of the day to take out being cooked at the moment. Mercadona has 1,200 of these in 75 % of their shops (out of 1600 stores) and Carrefour does thes same in 200 of their big supermarket and hypermarket stores. Ambient, chilled and frozen solutions are being consumed across all Spanish households and quoting Grupo IAN (one of the main players in this league) a significant 95% of shoppers add a RTE product to their shopping basket. The big question is:Is the kitchen is starting to lose its central position of being the heart of the home? What are the strategic implications for other food and beverages offerings? Antonio Obieta Managing Director, Green Seed Spain

From Shelf to Strategy: 11 Essential Tips for a Strong Food and Drink Marketing Plan

The food and beverage industry is fast moving, highly competitive and shaped by evolving consumer expectations. Whether you’re launching a new product or reassessing your brand’s direction, a well-structured marketing plan with a clear value proposition is essential to building visibility, sustaining engagement and fostering sustainable development. Yet, effective food and beverage marketing goes beyond following trends and seasonal promotions. It requires a grounded understanding of your market, thoughtful positioning and the ability to adapt quickly without losing strategic focus. Here are 11 practical insights to consider when developing or refining your marketing plan. Introduction to Food and Drink Marketing In an industry as dynamic and competitive as this, a successful marketing strategy requires a deep understanding of your target audience, market trends and thorough competitor analysis. Effective marketing efforts can significantly increase brand awareness, drive sales and help businesses achieve their business objectives. A clear marketing strategy is essential for standing out in a crowded market and attracting new customers. The food and beverage industry is complex and ever changing, necessitating that businesses stay up to date with the latest marketing trends and technologies. This includes making use of social media and optimising for search engines to ensure your brand remains relevant and visible to your target audience. 1. Build Your Plan Around Evidence, Not Assumptions Too often, marketing plans are built on broad generalisations: “health-conscious millennials”, “rushed parents” or “ethical consumers.” While these labels can be useful, they risk oversimplifying behaviour. Instead, use data to understand what really drives customer behaviour and purchasing decisions. Look at customer reviews, shopper behaviour data, in store feedback and digital analytics. Are consumers buying based on price, provenance, packaging or sustainability claims? This kind of detail allows for more accurate targeting and better campaign planning, particularly in such a crowded category. 2. Conducting Consumer Research Market research is a crucial step in developing a successful marketing strategy for food and beverage businesses. It helps you understand your target audience, including their preferences, pain points and behaviours, which are essential for tailoring your marketing efforts effectively. There are various methods to conduct consumer research, such as surveys, focus groups and social media listening. Analysing customer data and feedback allows businesses to identify areas for improvement and optimise their marketing strategies. Moreover, market research can uncover new opportunities and trends, such as the growing demand for sustainable and healthy food options. By staying informed about these trends, businesses can adapt and innovate to meet the evolving needs of their customers. 3. Be Precise About Your Brand Positioning for Your Target Audience Defining a clear market position is fundamental. It should go beyond product features and reflect the emotional or practical value you deliver to your audience. This positioning needs to be consistently expressed. Whether you’re selling an upmarket ready meal or a functional drinks brand. Are you aiming to be seen as innovative, trustworthy, accessible, indulgent or purpose driven? A clear position helps align your messaging, packaging, tone of voice, and promotional strategy across all channels, contributing to a strong brand identity. 4. Building a Strong Marketing Mix The marketing mix, also known as the 4 Ps, refers to the combination of product, price, promotion and place that a business uses to market its products. Building a strong marketing mix is essential for food and beverage businesses to attract and retain customers. The product speaks for itself – the special qualities which differentiate your range, while price is the message you send with your on-shelf price and its attractiveness vs the competition. Promotion encompasses the various marketing tactics used to promote these products, such as advertising, social media campaigns and in-store promotions. Place refers to the distribution channels used to get the products to the customers, including retail stores, online marketplaces and food delivery services, or even your own website – think about the different challenges and opportunities presented by each channel. A well balanced marketing mix ensures that all aspects of your marketing strategy work together to achieve your business goals. 5. Account For the Full Purchase Journey Consumers rarely buy on impulse alone, especially in categories where choice is overwhelming. From first discovery to repeat purchase, each touchpoint needs consideration. Your food and beverage marketing plan should outline how you’ll support the entire journey: Brand awareness: e.g., PR, influencer partnerships Consideration: e.g., sampling, educational content Purchase: e.g., retailer support, POS materials Retention: e.g., loyalty campaigns, CRM Many plans focus on product launches, but neglect follow through, which is often where momentum stalls. 6. Plan For Retail and Digital Alignment Food and beverage brands often face the challenge of working across multiple channels: physical retail, D2C websites, marketplaces and third-party delivery platforms. Each channel requires a tailored approach but should still feed into a cohesive whole. Make sure your marketing plan factors in this complexity as part of your company’s marketing strategy. For example, the promotional tactics used to drive supermarket sales won’t be the same as those needed for a subscription-based model. Coordination between teams, messaging consistency and shared KPIs can help bridge the gap between online and offline strategies. 7. Internal Team and Business Goals A successful marketing strategy requires a strong internal team with clear business goals and objectives. This team should include professionals with expertise in marketing, sales and customer service, all working together towards common goals. Business goals should be specific, measurable, achievable, relevant and time-bound (SMART) and aligned with the company’s overall mission and vision. The internal team should collaborate to develop and implement a comprehensive marketing plan that aligns with these goals. Regular communication and collaboration between team members are essential to ensure that everyone is working towards the same objectives and that the marketing efforts are effective. This cohesive approach helps in executing a successful marketing strategy. 8. Use Seasonality Strategically, But Don’t Rely on It Seasonal peaks such as Christmas and Veganuary are crucial sales moments for food and beverage brands. But over reliance on seasonal marketing can leave your brand without presence for large parts of the year. Instead of building your plan solely around seasonal spikes, create a content strategy and promotional calendar that supports year-round relevance. Identify other recurring themes in your niche (e.g., sports events, school holidays, awareness weeks), and layer in evergreen content that builds brand story, educates or supports retention during quieter periods. 9. Marketing Plan Cost and Budgeting Developing a marketing plan requires a budget, and businesses should allocate sufficient funds to support their marketing efforts. The marketing budget should be based on the business goals and objectives, as well as the target audience and market trends. Consider the cost of various marketing tactics, such as social media advertising, content creation and event marketing. Additionally, a marketing plan should include a budget for measuring and evaluating the effectiveness of the marketing efforts, using tools like Google Analytics and social media metrics. Regular review and adjustment of the marketing budget are essential to ensure that the marketing efforts are effective and aligned with the business goals. This ongoing evaluation helps in making informed decisions and optimizing the marketing strategy for better results. 10. Invest In Measurement from the Outset A marketing plan without a framework for measuring impact and clear marketing goals is a missed opportunity. Whether you’re testing new formats, launching a regional rollout or rebranding entirely, clear KPIs and regular review points should be embedded into your plan. Make space for both short term metrics (engagement, click-through rates, conversions) and longer term indicators (brand awareness, market penetration, customer lifetime value). With food and beverage marketing budgets under pressure, being able to demonstrate ROI is increasingly important when making the case for ongoing investment. 11. Leave Space for Agility and Innovation The most effective marketing plans leave room for change. Consumer tastes evolve, new channels emerge and unforeseen events (as recent years have shown) can disrupt even the best laid strategies. Rather than locking your team into a rigid 12 month calendar, build in flexibility. Plan for quarterly reviews, test and learn cycles, and contingency budgets. Being able to pivot without losing sight of your brand’s core objectives is often what separates resilient brands from reactive ones, ultimately driving business growth. Final Thoughts In an industry defined by tight margins, fast-changing trends, and demanding consumers, an effective marketing strategy is more than a nice to have, it’s a strategic necessity. By grounding your approach in insight, positioning, and adaptability, you’ll be better equipped to navigate complexity and build lasting brand value.

Brand-to-hand is thriving again

In a landscape saturated with digital messages, it’s the tactile, human experiences that are cutting through. Brand-to-hand marketing, and more specifically product sampling, is enjoying a renewed relevance, especially for FMCG brands looking to build genuine connections with consumers. It’s no surprise that sampling fell by the wayside during the pandemic, when face-to-face engagement was off the table. But now, the tide is turning. Sampling is back and it’s proving more effective than ever. While it may not suit every product or sector, there are countless brands, particularly in the fast-moving consumer goods arena, that can benefit from this hands-on approach. Consumers are craving authentic interactions. While they continue to shop, they are increasingly wary of being aggressively marketed to. Sampling allows them to feel like they’ve discovered a brand organically and, let’s face it, everyone enjoys a freebie! This form of marketing doesn’t just generate smiles; it generates results. According to Marketing Week, 63% of consumers say they’re likely to purchase a product they’ve tried via sampling, with 38% ready to buy immediately. Events and exhibitions remain prime environments for this approach. At Storm, we worked with our client Parmigiano Reggiano at the Spirit of Christmas fair at Olympia, London. Over the course of a week, we handed out more than 80kg of cheese samples. What might sound excessive on paper proved incredibly effective in practice. The stand drew in passersby, sparked countless conversations, and ultimately put Parmigiano Reggiano top of mind (and shopping lists). Of course, it’s not just about being in the right place. To maximise results, physical sampling should integrate with broader digital campaigns. Encouraging consumers to share their experiences online – whether through reviews, photos or social content – amplifies the moment and influences wider audiences. The revival of sampling offers an exciting opportunity for marketers. But it’s not just about giving something away — it’s about crafting an experience that stands out and sticks. When executed thoughtfully, product sampling becomes more than a promotion; it becomes a powerful tool for brand storytelling, awareness and loyalty. If you would like to speak to Storm about sampling or other marketing initiatives, drop us a line at hello@stormcom.co.uk. By Elinor Tyler, head of consumer at Storm Communications (Green Seed UK’s communications partner)

Latest trends for Spanish consumers at home

In the current context of uncertainty and recent price volatility, 2 out of 3 Spaniards have significantly altered their food and drink consumption habits, according to a very insightful survey conducted in March 2025 by AINIA, the leading food and drink research centre in Spain. More intake of fresh produce, eggs and legumes and less seafood, carbonated drinks and spirits are the main highlights. Though taste and quality are still main factors in decision making , prices have moved higher up in the ranking of purchasing criteria. Supermarkets continue to be the most competitive places for shoppers with an increase of baskets of own label products being bought in the discounters. There are even changes in cooking habits with clear signs of adaptation to an uncertain environment. Two-thirds of Spanish consumers are cooking less fried meals and increasing their intake of vegetables. In order to adapt to a trend for convenience the main winners are the ready-to-eat products prepared and sold freshly made at the supermarket special counter, where especially Mercadona and Carrefour are targeting in shoppers in an innovative way. Watch out for this new trend as you look at the Spanish market!! To get in touch with our Spain team Contact Us

German consumers are increasingly embracing convenience in cooking

In today’s fast-paced society, convenience and ease are becoming more important in everyday life – especially when it comes to food preparation.The latest YouGov report from April 2024 highlights how German consumers are increasingly embracing convenience in their cooking habits. Changing cooking habits 60% of Germans spend no more than 30 minutes preparing their evening meals. The Baby Boomer generation (71%) is most likely to prefer quick meal preparation. Younger generations, such as Millennials (45%) and Gen Z (47%), are more likely to spend over 30 minutes cooking – often turning meal preparation into a social event. Ready meals and frozen foods gaining popularity 49% of Germans purchase ready meals at least once a month. Among Millennials: 61% Among Gen Z: 69% 31% prepare complete meals from frozen products at least once a week. 26% heat and eat ready meals weekly. Men are generally more frequent users: 37% of men vs. 26% of women (frozen meals) 33% of men vs. 20% of women (ready meals) Market value of the ready-to-heat convenience food segment 2022/2023: EUR 3,072.8 million 2023/2024: EUR 3,212.2 million This reflects a 4.5% increase year-on-year. Key purchase drivers for ready meals The most important factors for consumers when purchasing ready meals are: Taste: 62% Price: 61% Ingredients: 35% Preparation time: 29% Conclusion The German market shows a growing preference for quick and easy meal solutions, particularly among younger consumers. For producers of high-quality convenience foods, this development offers exciting growth opportunities. Methodology:The data is based on a representative survey (n>1,000 participants) conducted between 18–30 October 2024 (YouGov Surveys). Market value and market share figures are based on YouGov Shopper Intelligence (Consumer Panel Services). To get in touch with our Germany team Contact Us

The Protein Shift: From Niche to Norm in Retail Food Innovation

In 2025, protein-enriched foods are no longer limited to fitness aisles or specialist stores. They’re gaining traction across mainstream categories (bakery, pasta, snacking) as both retailers and manufacturers respond to rising consumer expectations around health, performance, and satiety. What was once a functional niche is becoming a structural growth driver. Protein Gains Visibility Across Product Categories Retailers are increasingly positioning protein-rich products as everyday solutions for active, health-conscious consumers. Carrefour, for instance, has partnered with the European gym Basic-Fit to offer a dedicated range of protein supplements, including whey powders and ready-to-drink shakes, in their stores. This exclusive launch responds to the ongoing convergence between grocery retail and wellness culture. Meanwhile, in packaged bakery, Carrefour has introduced a high-protein sandwich bread under its CARREFOUR Sensation brand, delivering 13g of protein per 100g, with a Nutri-Score B. The protein trend is also reaching pantry staples. Barilla launched its “Protein+” pasta range, made from lentils, chickpeas, and even peas, offering 17g of plant-based protein per 100g. The brand positions this range not as a substitute but as an evolution of classic pasta for consumers seeking a higher-protein, plant-forward diet without sacrificing its texture. The snacking category is also embracing protein claims. In French supermarkets, brands like Gerblé and Isostar offer protein bars targeting health-conscious and sport-driven consumers. Retailers such as Lidl or Système U expanded their offer by launching high-protein-based snacks into their private labels, meeting the demand for convenient and affordable options. In contrast, Papa Chiche, a French start-up, brings a more lifestyle-oriented take to the segment. Its fully plant-based protein-enriched bars and granolas are positioned for flexitarian consumers seeking clean-label alternatives without performance-driven branding. The Blurring Line Between Everyday and Performance Foods Across the board, the narrative around protein is evolving. Rather than being limited into “sports nutrition,” protein is being repositioned as a marker of quality, satiation, and dietary balance. Retailers are experimenting with new shelf placement, placing protein-rich products closer to staples rather than isolating them in niche corners. Some manufacturers, like Barilla, are even avoiding overtly “sporty” messaging to speak to a broader public. Meanwhile, collaborations like the Carrefour x Basic-Fit initiative point to growing cross-sector synergies between retail, health, and fitness ecosystems. In conclusion, the rise of protein-enriched foods in mainstream retail marks a broader shift toward nutritional performance as a key purchase driver. While total category volumes remain modest, value growth is accelerating, and consumers are showing a clear willingness to invest in foods that offer functional benefits without compromising taste or convenience. To get in touch with our France team Contact Us

UK/EU ‘Re-set’ to boost food and drink opportunities in both directions

The EU and the UK have announced an important deal this week which will significantly ease trade for food and drink exporters targeting either market, by removing much of the documentation and physical checks in place since Brexit.  This will save costs for exporters and may ultimately mean more competitively priced products on supermarket shelves. After 5 years of heat and drama leading up to Brexit, followed by 5 years of near silence since, as UK politicians of all persuasions hesitated to imply Brexit could be watered down in any way, it is now a vastly encouraging step forward to see all parties want to agree to simplify and encourage trade. Under the agreement it is understood that the need for vet checks will go, and that the UK will once again be able to export shellfish and products like sausages and burgers. While the UK government had continually postponed the implementation of physical checks on EU exporters into the country and ports had invested in infrastructure to manage new arrangements, it now looks like neither will be necessary. It also means that the EU will be able to fish in UK waters for a further 12 years, but the UK fishing sector should also find it easier to sell more to EU markets (70% of their catch is already exported). The timescales for the roll-out of these changes are not yet in the public domain, but it seems logical – and let’s hope business logic does work occasionally, it hasn’t much during the Brexit debate, let’s face it! – that two trading entities which work to the same food standards and have done business together smoothly and successfully over decades, can swiftly put things in place to the benefit of all concerned. The UK is a critically important market for many EU exporters. And let’s hope too that this signals to more of them that the UK is not a market to be avoided since Brexit (some had since put it lower down their priorities no doubt), but rather one worth looking at seriously again. While on the other side of the coin, UK exports to the EU have fallen by a third since 2019 and the EU is by far its most important export market, accounting for over 60% of total international sales. With trade deals with the US (defensive, but avoiding the worst), and India (more wide-ranging and impactful for food and drink) also announced in the last couple of weeks, it seems spring has sprung for international trade! To get in touch with our UK team Contact Us

Low Prices Are Not Enough

In Sweden, discount retail has long been a growing trend through good times and bad: consumers are drawn to chains like Lidl, Rusta, Normal, Dollarstore and Willys.  The idea that discount retail equals “low-end” is long outdated. Modern consumers expect more than just low prices. They expect quality, convenience, and a shopping experience. Today’s successful discount chains  are retailers that manage expectations while delivering value. Take Willys, a pioneer in this transformation, introducing Modern stores, wide and varied assortments with well known brands, and strong private labels.  Lidl has followed a similar path. Once a  European chain, it now boasts stores that rival traditional supermarkets in design, experience, and even loyalty. ÖB (Överskottsbolaget), once a powerhouse in Sweden’s discount space, now finds itself adrift. Its brand still resonates with consumers as a low-price leader, yet its turnover has remained flat for a decade.  The issue is relevance. The same stores, the same assortment, the same positioning since its start – it’s as if the chain has frozen in time. Meanwhile, competitors have expanded their ranges, reimagined their formats, and repositioned themselves as more than just discount destinations. For ÖB, maintaining a strong price image hasn’t been enough to drive success. We see the same for Danish discounter Coop365 that has copied its competitors but not been able to make the concept relevant even though they have modern stores and a sustainable assortment. They miss out on bringing in major brands and their range is not varied enough in my view.. A good price image might get customers through the door, but it won’t keep them coming back. In today’s market consumers want their discount experience to be efficient, enjoyable, and aligned with their lifestyle. They want stores that understand them. Chains like Dollarstore have responded by broadening assortments and catering to a wider range of needs. Biltema has evolved from a specialist in car parts to a one-stop family destination. And Lidl is no longer just the place for bargain groceries-  it’s becoming a reliable weekly staple, building loyalty in a space once dominated by impulse-driven visits. Retailers who fail to evolve will find themselves outpaced not because consumers no longer care about price, but because they care about much more. In the Nordic markets, the future belongs to those who understand that low prices are a must but not enough. Winning means staying relevant, agile, and attuned to a shopper whose expectations never stop changing. If you do not develop continuously the danger is that consumers will leave you for another alternative around the corner – and there are plenty of them. Jakob True Managing Director, Green Seed Nordic

Trust in organic label increased

According to research conducted by IPSOS, the European organic label has gained recognition and trust over the past year. In 2024, 62% of consumers were aware of the label, an increase from 53% in 2023. Trust in the label increased by 19% to 66%.When it comes to choosing organic products, price remains the most important factor for consumers. If organic products were cheaper, eight out of ten consumers would buy them more often. For those who buy organic regularly, health is key (82%), while for those buying organic less frequently, price is key (78%). Taste is the second most important factor for both groups. Despite the growth in organic purchases, the percentage of Dutch people who regularly buy organic products has remained stable at 66%. A tenth never buy organic food and a quarter do so only occasionally. Europe aims to increase the share of organic farmland to 15% by 2030. In the Netherlands, the figure is currently only 4.8%. Despite this, the area of organic farmland in the Netherlands has increased by 9% in the last five years and the organic sector has grown by 42%. Both the Dutch government and Bionext encourage consumers to choose organic products more often, including through the campaign ‘The most beautiful message is organic from Europe’. To get in touch with our Netherlands team Contact Us

Over 55: the real driving force of Italian mass consumption

They are responsible for purchasing in over half of families and spend more on average, stimulating 54% of the value of mass consumption. (YouGov) According to a global study by Bcg, women manage approximately 32,000 billion dollars of spending globally and according to Nielsen, in the next five years 75% of discretionary spending will depend on them. Furthermore, in 51% of Italian families, the person in charge of purchases is at least 55 years old. This data was revealed through a survey conducted on the Italian YouGov consumer panel. Over 55s also buy consumer goods for their grandchildren According to the research, the average expenditure per buyer over 55 per year is 4,700 euros, far higher than the 3,900 euros of the younger age groups. It should however also be noted that over 4 out of 10 people in this senior group support the non-cohabiting families of their adult children by purchasing consumer products for their grandchildren (42%) or for their children (13%). In this case they do so approximately five times a month for their grandchildren and four times for their non-cohabiting adult children. When purchasing, the characteristics that matter most are whether the grandchildren like them, the absence of additives or preservatives and the origin (Italian) of the ingredients. Following this, attention is paid to the brand, organic ingredients, quality flavour, and nutritional content. Here promotions and low prices are much less important than they are when purchasing for cohabiting family members. Among the most purchased categories for grandchildren are biscuits and industrial pastries, fruit juices, yogurt and fresh desserts, chocolate, packaged ice cream, while for non-cohabiting children the choices fall on fresh (cheese, cured meats, etc.), fruit and vegetables. More time to shop and bigger budgets lead to less impulsive buying Overall, in line with the evidence above, we are talking about a target that attributes an important role both to the home (91% of respondents declare themselves attentive to cleanliness and hygiene) and to the family, with 88% agreeing in indicating the time spent with the latter as their favourite activity. All combined with an active social life, where time is also spent outside the home: 85% meet friends, 57% eat out while 47% practice physical or sporting activity. In terms of spending, shoppers over 55 are more oriented towards quality, which prevails over price as a criterion of choice for 52% (while 59% of under 55s prefer to spend less). There is also room for the purchase of Italian products (81% favour them compared to 70% of younger people) and locally sourced products (73% vs 64%). Time available also influences choices: only 24% say they have little time to dedicate to daily shopping, compared to 38% of under 55s. All in all, this group presents a very good opportunity for the food industry. To get in touch with our Italy team Contact Us

Colruyt Group launches plant-based private label Boni Plan’t

A strong plant-based proposition is high on the agenda for many multiples. Delhaize was the first to roll out their ambitions some 3 years ago followed by Albert Heijn with their Terra range, also in Belgium.   This time Colruyt  is launching a new sub-brand within their private label Boni Selection. In addition to Boni Eco and Boni Bio, Boni Plan’t is now on the shelves: plant-based products, extra recognisable through a new packaging. The main goal is to make plant-based food accessible through an affordable, varied and tasty range. It involves some 100 products, from plant-based drinks and desserts to preserves, meat substitutes, spreads and dry foods. In the first half of this year, the retailer will add new references such as the 100% peanut butter crunchy and creamy variant, plant-based cream and some plant-based alternatives to yoghurt. The range will continue to grow thereafter, both in depth and breadth. During the launch period, shoppers can save points for free Boni Plan’t products in the Xtra app. With the new private label, Colruyt Group is not only targeting people who eat exclusively vegetarian or vegan, but also the ever-growing group of flexitarians, who are looking for a combination of animal and plant-based products in their weekly menu. ‘We find that it is often still a challenge for people to find their way around the plant-based offer in the supermarket. With our Boni Plan’t range and the communication around it, we want to inspire customers and show them that with small adjustments you can also eat plant-based food more easily,’ says Ilka Lannau, who is responsible for private labels at Colruyt Group. To make plant-based eating extra inspiring, Colruyt collaborated with recipe developers. They created accessible and inviting recipes that appear on Boni Plan’t packaging and in the Xtra app. To get in touch with our Belgium team Contact Us

Food trends for 2025: Fast flavour explosions, snacking and everyday fusion

ICA Sweden has publicized it´s annual Trend report 2025. The Swedes are ready to take their taste buds on a journey – and this is not only a culinary novelty, but also a signal to the grocery store about what will drive sales forward. Quick taste: Increased usage of for example, miso, crispy chili oil and furikake in everything from soups to salad dressings. And the love for quick sauces with a lot of umami and flavour continues. Some of the flavour enhancers have turned from being specialty foods into becoming commodities. Snacking: Healthy and creative snacking like hummus bars that are easy to take with you, creative toppings on egg halves and cottage cheese. It started in restaurants and is now in retail. Back to basic: Raw materials , fresh ingredients – especially vegetables – take the main role in our meals, this at the same time as we hopefully get a little more money to spend. Fusion with a twist: Mixing the food traditions of different countries to create new taste experiences. Pasta carbonara flavored with miso, banh mi tacos, or a tandoori pizza.  Imperfection: After years of striving for perfection on social media and in the kitchen, we’re ready for a more relaxed approach. 2025 will be the year we embrace the personal and authentic. To invite the neighbours over for a pie with burnt edges, sloppily arranged pasta or an improvised recipe with what is in the fridge?  But a key question is if the Swedes can afford the new trends as costs have exploded and overall, the biggest trend right now is “Low prices”! To get in touch with our Nordic team Contact Us

The boom in plant-based foods – What opportunities still exist?

I started working here at Green Seed Germany 18 years ago. Ever since then, plant-based has been a focus category for our office, even if this food category did virtually not exist as such back then. Today, the German market for plant-based food products is worth over €2bn. A large amount of food start-ups – 1,987 to be precise – are in business in this segment. Meat alternatives (approx. € 1bn) and plant-based milk (approx. € 800m) are the most important and competitive sub-segments, but increasingly saturated. Many brands have come and gone. Nevertheless, international companies are still interested in entering the plant-based market – we are contacted for help on a regular basis. Apart from “how long does it take to get on shelf?”, most questions are centred around these topics: 1. Which are the current trends and drivers we can make use of? 2. Yes, we are late to the party, but is there still room to grow? 3. We know Germany is difficult, but how can we enter and develop this market successfully? A detailed answer to these questions would obviously go beyond the scope of this article, but let me at least share a few insights: Current trends and drivers The continuous growth of plant-based products in Germany can be attributed to several key factors: Health Consciousness: An increasing number of consumers are adopting plant-based diets due to the associated health benefits. This trend has started well before the pandemic. Environment: Germans have always been very environmentally conscious. Plant-based is seen as a way to reduce greenhouse gas emissions, conserve water and lower land use. Animal Welfare: Ethical concerns regarding the treatment of animals in industrial farming have driven a significant portion of the population to turn to plant-based alternatives. Innovative Products: The market has seen an influx of those. They cater to diverse taste preferences and dietary requirements, making it easier for consumers to make the switch. A restriction to the above is price. Overall, Germans are once again focussing stronger on price and are not open to expensive, new innovations. Room for growth in the plant-based food market As the plant-based food market is continuously evolving, there are several opportunities for growth and expansion. Although plant-based food products are becoming more mainstream, they are often priced higher than their animal-based counterparts. German consumers are very price sensitive, i.e. making these products more affordable and accessible is vital to achieve wider acceptance. Many players are focussing their efforts on economies of scale and continued innovation in production processes. Even in the largest sub-category, meat alternatives, there is still potential for expanding product variety, with improved taste, texture and a cleaner ingredient list. Within dairy, cheese alternatives are still underrepresented as well as plant-based spreads or desserts – getting the flavour right will open doors. In virtually every food category you can find a few blank spots to fill a gap, if you analyse the segment and examine the existing product ranges closely. However, wait a bit until you launch frozen meat alternatives. Recent listings and tests from Quorn and Like (Livekindly) have not been encouraging. It will be interesting to monitor the impact that new technologies and processes such as cell-cultured, 3D print and fermentation will have on the plant-based market. Practical advice We are all in agreement that Germany is a difficult market, but many companies have managed to succeed. Here some hands-on advice how to overcome a few barriers based on observation as well as experience: Carefully analyse your competitionYou might not be able to play on the same USPs like in your domestic or other export markets. Send only final versions of plant-based food samples If you are currently improving taste and texture, finish developing this 2.0 version. Only then send samples to buyers. Otherwise, you will risk that they reject your product based on taste and texture performance. It is difficult to get a second chance in the short-term. Financial muscle for the German market Ensure you have a solid financial strategy to be able to maintain the momentum once you achieve listings. You need a budget to support your products on shelf and to keep your listings, in particular with the Edeka and Rewe independents, which require a field sales force. If you are a brand, you need enough financial scope for substantial brand building. Timing is everything As in any other category, buyers and consumers alike need to be open for new concepts. Mycoprotein-based products have been around for decades in the UK. In Germany, this ingredient is becoming increasingly important as a sustainable source of protein, particularly in the area of meat alternatives. This advice is obviously valid beyond the plant-based food category. If you have any questions or want to obtain more insights, please get in touch with me: nguenther@greenseedgroup.de Nicole Guenther Managing Director, Green Seed Germany Source market data: Lebensmittel Zeitung January 17, 2025

Why Food Photography Belongs at the Centre of Your Brand Marketing Strategy

In food and drink marketing, visuals often speak louder than words. A single image can suggest quality, create emotion or spark an appetite — long before a product is tasted or even purchased. This is why, in the context of brand marketing, food photography isn’t just a creative tool; it’s a strategic one. From social media and packaging to PR and e-commerce, the way food is photographed shapes how it’s understood and remembered. For brands developing a strategy to stand out in a competitive market, well executed food photography is one of many visual tools that can make the difference between blending in and being remembered. Introduction to Brand Marketing Brand marketing is a crucial aspect of any business, as it involves creating a unique identity for a company. A strong brand marketing strategy is essential for businesses to differentiate themselves from their competitors and build a loyal customer base. Effective brand marketing involves creating a unique and relatable brand voice, increasing brand awareness and measuring success through key performance indicators (KPIs). By developing a comprehensive brand strategy, businesses can create a unified identity that resonates with their target audience and drives brand recognition. Photography Is Often the First Touchpoint In many cases, photography is a consumer’s first interaction with your product. Making a strong first impression through visuals is crucial. Whether it’s a social post, a press feature or a listing on a retailer’s website, your imagery is making the strongest impression — it sets expectations, communicates positioning and influences perception. Photography can tell a story quickly and clearly: Is this premium or everyday? Comforting or innovative? Health led or indulgent? That clarity is critical when attention spans are short, and consumers are navigating a crowded shelf — physical or digital. Creating a Unique Brand Voice Creating a unique brand voice is vital for businesses to establish a strong brand identity. A brand voice refers to the tone, language and personality that a company uses to communicate with its customers. To create a unique brand voice, businesses should consider their core values, mission statement and brand personality. A strong brand voice should be consistent across all marketing channels, including social media, website and advertising. By developing a unique brand voice, businesses can build trust and loyalty with their customers and differentiate themselves from their competitors. This involves creating a unique message that resonates with the target audience and fosters loyalty. The Social Media Impact Social platforms are driven by visuals. Particularly in food and drink, strong photography plays a key role in generating engagement, building brand recognition and driving organic discovery. Brands that consistently invest in quality imagery tend to build stronger visual identities, and that consistency pays off. It creates a recognisable presence across platforms, supports influencer partnerships and encourages shareability. But it’s not just about polished studio shots. The most effective social content often balances professional photography with lifestyle led, real world imagery. The key is ensuring that all assets, regardless of format, are aligned with your brand’s tone, audience and goals. That’s where brand strategy, like the kind we support at Green Seed, becomes essential. Photography’s Role in Consumer PR Press and media need visuals, often before they need a quote or even a headline. High resolution, on brand imagery significantly increases the chances of securing quality coverage. This is especially true for product-based PR, where image led storytelling is essential. A strong hero image can bring a product launch to life, help media and buyers quickly grasp its shelf presence, and add credibility to seasonal campaigns. It’s less about perfection and more about purpose — showing the product clearly, in context, and in a way that reflects the brand’s identity. For brands running campaigns, hosting events or collaborating with chefs and influencers, high quality photography — guided by a clear strategy — becomes even more integral by supporting the story across owned, earned and shared media. Increasing Brand Awareness Increasing brand awareness is a key objective of brand marketing. Businesses can increase brand awareness by creating a strong brand identity, developing a comprehensive brand strategy and using effective marketing channels. Digital marketing, including social media marketing, is a vital part of increasing brand awareness. Businesses should use social media platforms to share engaging content, interact with their customers, and build a community around their brand. By increasing brand awareness, businesses can drive brand recognition, build customer loyalty and ultimately increase sales. This can be achieved by creating branded content that resonates with the target audience and using design visuals that reflect the brand’s personality. Bringing Photography Into Your Marketing Strategy The strongest food and drink brands treat photography as part of their broader strategy — not as a last-minute content need. That means planning ahead, building a versatile image library and creating assets that serve multiple functions. When photography is integrated early into marketing and brand development, it becomes more efficient, more effective and more aligned with business objectives. At Green Seed, we often advise on how visual assets like food photography intersect with other areas of our work— from shaping brand positioning and tone of voice, to informing content planning and campaign direction. Visuals aren’t separate from strategy; they’re a part of how strategy is expressed. Questions to Ask When Planning a Shoot If you’re commissioning photography or reviewing your current assets, it can help to ask: What platforms or touchpoints will these images support? Do they reflect your product’s actual use, environment or audience? Are you capturing both brand-led and campaign-specific assets? Can they be used across seasons or multiple markets? Do they sit well alongside your packaging, web design or retailer content? The answers can help ensure your investment delivers value beyond a single post or campaign. Measuring Success Measuring the success of brand marketing efforts is crucial for businesses to evaluate the effectiveness of their strategy. Key performance indicators (KPIs) such as brand awareness, customer engagement and sales should be used to measure success. Businesses should also conduct market research to understand their target audience, identify areas for improvement and adjust their brand marketing strategy accordingly. By measuring success, businesses can refine their brand marketing strategy, optimise their marketing efforts and achieve their long-term goals. This involves analysing the data and adjusting the brand’s position in the market, as well as adjusting the brand guidelines to ensure a unified identity across all marketing channels. Final Thoughts Food photography is often seen as the creative part of the process — and it is. But it’s also deeply strategic. It shapes perception, drives discovery and supports consistency across channels. When approached thoughtfully, it becomes one of the most effective tools in your marketing toolkit. Food photography also plays a crucial role in supporting the broader narrative of the brand’s story, helping to coordinate various marketing efforts and enhance brand presence and engagement across channels. If your brand is thinking about how visuals support the bigger picture, especially through the lens of brand positioning, storytelling and strategy, we’d say you’re asking the right questions. If you’d like to explore how photography and other visual content can support your brand strategy, explore our Brand Marketing Strategy Services.

The Green Seed Series: Germany Webinar – How International Brands Succeed – Featuring an Exclusive Interview

The webinar explored why Germany is a prime opportunity for international food and drink manufacturers, offering insights into its complex retail landscape, including key players like Edeka, Rewe, and Aldi. It addressed the biggest challenges international brands face and strategies to overcome them. An exclusive interview provided firsthand insights from a brand that successfully entered the German market, sharing real experiences, what worked, what didn’t, and key takeaways for future success. .js-image {display: none;} .layout-pt-md {padding-top: 0px!important;} To get in touch with our Germany team Contact Us

Why Food Waste is a Growing Problem in the UK and How to Combat It

Food waste refers to any food products that are discarded instead of being consumed. Food loss occurs before food reaches consumers, highlighting its impact on the supply chain. Food waste is a growing issue in the UK, with millions of tonnes of edible food discarded every year. Despite ongoing efforts to raise awareness and promote sustainability, food continues to be wasted at an alarming rate, contributing to significant environmental, economic and social challenges. The problem spans the entire food supply chain—from production and distribution to consumption—making it a complex issue that requires action at every level. Environmental Impact The environmental consequences of food waste are severe and widespread. According to WRAP (Waste and Resources Action Programme), the UK discards around 9.5 million tonnes of food every year, a staggering amount considering much of it is perfectly edible. Food waste contributes to a range of environmental problems, primarily through its carbon emissions. The food production process itself—covering agriculture, manufacturing, transportation and retail—requires vast amounts of energy, land and water. The energy and resources expended to transport food to consumers, only for it to be discarded, underline the inefficiencies in the food supply chain. When this food is wasted, all those resources are lost. When food is thrown away and sent to landfills, it decomposes anaerobically, which leads to the production of methane, a greenhouse gas that is over 25 times more harmful than carbon dioxide in its impact on climate change. In fact, food waste is the third-largest emitter of greenhouse gases worldwide, coming only after the USA and China. Moreover, food waste exacerbates deforestation, as large swathes of land are cleared for agriculture, much of which ends up being used to produce food that is never eaten. This contributes to biodiversity loss and disrupts ecosystems. In the UK, the impact of food waste on the environment is becoming increasingly difficult to ignore, especially with the rising global demand for resources and the urgency of combating climate change. Economic Costs In the UK, food waste is not just an environmental issue but also a significant economic burden. The significant quantities of food losses throughout the food supply chain contribute to this burden, with households alone throwing away an estimated £12.5 billion worth of food every year, which is equivalent to £470 per household. This figure highlights the sheer scale of wasted potential, as the food that is discarded could have been consumed or donated to those in need. The cost to businesses is also substantial. Supermarkets and restaurants throw away vast amounts of food due to overproduction, cosmetic standards (rejecting items that don’t look perfect) or approaching sell-by dates. In the retail sector, this overproduction is often a response to consumer demand, with companies trying to ensure their shelves are always stocked. Unfortunately, this can lead to a significant amount of unsold food, which is ultimately wasted. Supply chain inefficiencies also contribute to food waste. For example, farmers may not harvest crops that are unlikely to sell, or food may spoil during transportation due to inadequate storage conditions. These inefficiencies, compounded by the high costs of waste disposal, add to the financial strain placed on the economy. Social and Ethical Issues Food waste also has serious social implications, especially in a country where millions of people struggle to access enough nutritious food. A significant portion of food produced for human consumption is wasted, contributing to ethical, economic and environmental issues. In 2024, approximately 2.6 million people in the UK faced food insecurity, with many unable to afford regular meals. This is a shocking contrast to the vast quantities of food that are wasted every year. In many cases, the food thrown away by households and businesses is still perfectly safe and edible. Supermarkets, restaurants and food producers are often left with surplus stock that they could donate to food banks, community groups or charities. However, logistical challenges and a lack of clear regulation often prevent this surplus from reaching those who need it. Causes of Household Food Waste in the UK Several factors contribute to the high levels of food waste in the UK, raising significant ethical and economic concerns about wasting food. These can be broken down into individual, retail and supply chain issues: Consumer Behaviour: One of the leading causes of food waste in households is a lack of understanding around food labels. Many consumers throw away food because they believe it is no longer safe to eat once a “use by” or “best before” date has passed, even though these dates are often a guide, not a strict rule. People also tend to over-purchase or cook too much, leading to leftovers that end up in the bin. Retail Practices: Supermarkets often dispose of food that doesn’t meet cosmetic standards, such as fruit and vegetables that are slightly misshapen. Additionally, the trend of “buy one, get one free” promotions can encourage consumers to buy more than they need, leading to unnecessary waste. Supply Chain Inefficiencies: Overproduction is common in the food industry, with farmers sometimes growing more produce than the market demands, or food spoiling during transit due to inadequate storage. Waste in the supply chain often occurs because of unpredictable demand and logistical issues, such as poor refrigeration during transport. Household Food Waste Household food waste is a major contributor to the global food waste crisis, and the UK is no exception. According to the Food Waste Index Report 2024, household food waste generation per capita is more consistent worldwide than previously thought. In the UK, households are responsible for more than half of the total food waste, with each inhabitant generating approximately 72 kg of wasted food annually (Eurostat, 2024). Food Waste Reduction Efforts Addressing food waste requires coordinated efforts across multiple levels of society: Government Action: The UK government has set ambitious targets to reduce food waste. The government aims to cut food waste by 20% by 2025, relative to 2007 levels, and by 50% by 2030. This goal aligns with global initiatives to reduce food waste as part of the UN Sustainable Development Goals (SDGs). Business Responsibility: Companies are being encouraged to act by improving supply chain efficiency, implementing better stock management systems and donating surplus food to charity. Many retailers are now working with food redistribution organisations to donate unsold but edible food rather than throwing it away. Consumer Awareness: Consumers can play a critical role in reducing food waste by shopping more consciously, planning meals and properly storing food. Initiatives like WRAP’s “Love Food Hate Waste” campaign provide valuable resources to help individuals reduce their food waste at home. Food Redistribution: Increased support for food banks and community organisations that redistribute surplus food is essential. Encouraging businesses to partner with these groups will help divert good food away from landfills and ensure that it reaches people in need. Conclusion Food waste in the UK is a complex issue that affects the environment, economy and society. Every year, millions of tonnes of food are discarded, contributing to carbon emissions, wasting valuable resources and exacerbating food insecurity. Tackling this problem requires a collective effort from consumers, businesses and the government to reduce waste, redistribute surplus food and increase awareness of the issue. By acting now, we can reduce food waste, conserve resources and create a more sustainable and equitable food system for all.

Enthusiasm for a more plant-based diet

A new survey conducted by Kieskompas (Dutch Research company specialised in public opinion research and voter analysis)  shows that 20% of young Dutch want to become vegetarian. It also shows that many Dutch people support a more plant-based diet. The research was commissioned by ProVeg Netherlands and involved over 9,000 people. The aim of the study was to map the ‘Dutch plant-based potential’. The analysis shows that the popularity of a plant-based diet is not limited to young people, but is widespread across the demographics of the study participants. The transition to a more plant-based diet is supported by two-thirds of the Dutch population. According to the report, more than half of the Dutch population has either reduced or completely eliminated meat consumption from thjeir diet. The group of flexitarians has grown to 45%, while 2% are vegans and 7% are vegetarians. Meat eaters (47%) make up the remaining group. Half of the Dutch population who do not identify themselves as vegans or vegetarians state that they would eat less meat. Of the same group, 16% say they would like to become a vegetarian. The main reasons given for the reduction or elimination of animal products are: reducing animal suffering, preventing deforestation, preserving wild animal and plant species and protecting fish populations. If people did switch to a more plant-based diet, meat consumption could fall by 30%. This would result in CO2 savings of 1.6 megatonnes per year. This is a third of the government’s target for Dutch livestock production by 2030. “The existing desire to eat more plant-based food is very significant. This shows that without forcing or convincing anyone, it is possible to make the Netherlands much more plant-based. It’s up to NGOs, governments and companies to help this group make what they want happen,” says Pablo Moleman, strategic director of ProVeg Netherlands. To get in touch with our Netherlands team Contact Us

Nutrition Trends 2025 – Key Insights for the German Market

We are pleased to share the key findings from the Nutrition Trends 2025 report by NUTRITION HUB, Germany’s largest network for nutrition experts, in collaboration with the Federal Center for Nutrition (BZfE), the Dr. Rainer-Wild Foundation, EIT FOOD, and the Baden-Wuerttemberg Cooperative State University (DHBW) Heilbronn. These insights highlight major consumer shifts and offer valuable guidance for international food & drink manufacturers looking to develop business in the German market. Top Nutrition Trends for 2025 1. Plant-Based and Flexitarian Diets Consumers are increasingly favouring plant-based foods while still allowing for occasional meat consumption. High-quality plant proteins, innovative meat alternatives, and natural ingredients are in high demand 2. Personalised Nutrition Individualised nutrition is gaining momentum, with apps and wearables enabling customised dietary solutions. – Functional ingredients tailored to specific health needs open up new market segments 3. Sustainable and Climate-Friendly Nutrition Consumers want food that benefits both their health and the environment. Sustainable packaging, regional sourcing, and transparent supply chains are key factors. – Position sustainability at the core of your brand messaging and develop eco-friendly products 4. Functional Nutrition Foods with added health benefits, such as enriched products and supplements, are on the rise. – Functional ingredients like probiotics, omega-3s, and plant-based proteins are seeing increased demand 5. Gut Health-Focused Nutrition Awareness of gut health is growing, leading to a surge in demand for fermented foods, probiotics, and fibre-rich options. – Incorporate gut-friendly ingredients into existing product lines 6. Blood Sugar-Friendly Nutrition Consumers are looking for products that help regulate blood sugar levels, favouring complex carbohydrates, natural sugar alternatives, and low-glycemic foods. – Sugar-reduced snacks, high-fiber foods, and low-GI alternatives are gaining traction 7. Alcohol-Free and Reduced-Alcohol Beverages Mindful consumption is reshaping the beverage industry, with a growing preference for premium alcohol-free wines, beers, and spirits. – Innovative recipes and natural ingredients can help international brands succeed in this space 8. “Terrapy” – A Return to Natural Food “Terrapy” refers to the shift towards minimally processed, artisanal, and naturally producedfoods. Consumers favor short ingredient lists, traditional production methods, and regional sourcing. – Highlighting craftsmanship and natural ingredients can be a key selling point 9. Snackification The traditional three-meal structure is giving way to multiple small meals throughout the day. Healthy, functional snacks are booming – from protein bars to plant-based mini-meals. – Brands that offer nutritious, convenient snacks will have a strong market advantage 10. Mindfulness and Food Education Consumers are becoming more informed about their food choices and expect clear, transparent labeling regarding ingredients and sourcing. – Clear communication, transparent labeling, and sustainable packaging are key factors for success These trends shape the future of food consumption in Germany, presenting opportunities for innovation and adaptation. To get in touch with our Germany team Contact Us

Breakdown of Portugese Retail Market as Mercadona continues to disrupt

The table highlights grocery retailer market shares in Portugal from 2023 to 2024. The major disruption factor has been the increase of Mercadona from 5.9% to 7% share with just 50 stores. The Spanish retailer plans to continue its expansion adding more 10 stores in 2025 and finally entering into Lisbon. It is assured that this trend will continue over the next few years. Jerónimo Martins group through their Pingo Doce shops was the other winner by increasing 0.6% to 21.7% and narrowing the gap to Sonae (Continente stores) whose market share slightly reduced to 26.6%. The table doesn’t reflect yet the acquisition of Minipreço by Auchan. Their combined share of 6.7% places them at the same level as Intermarché. Both groups are losers in this process.  Also worth noting is that Aldi, despite its efforts and shop openings is still below the 3% mark, which means their progression in the Portuguese market is lagging behind expectations.  Other retailers such as Leclerc or El Corte Inglês are also present in the market but their market shares are less than 1.5%. To get in touch with our Portugal team Contact Us

Gen Z may be the saviour of the UK Organic Market as volume and value sales increases outpace standard products

Value sales of organic food and drink have doubled over the last 10 years and were up 7.3% this year, according to the 26th Organic Market Report 2025 from Soil Association Certification. The market is now worth £3.7 billion and sales have increased across all major channels, with supermarket sales increasing 8%. Unit sales of organics have also grown more than four times more than those of standard products. In recent periods the organic market has suffered during the cost of living crisis, and has struggled to match the growth and relative importance the sector has in some other European markets, but recent performance is now painting a much more positive picture of future potential, according to Soil Association Certification commercial and marketing director Georgia Phillips: “The signs are strong that this growth is here to stay with increasing consumer demand, particularly from Gen Z shoppers who are increasingly motivated by healthy and sustainable choices and seeking out organic products.” Organic dairy and produce categories continue to have the highest share of organic sales – accounting for almost half (49%) of all organic sales made through major retail. These are viewed as the traditional entry points into the category. The online channel also continues to perform strongly, with organic twice as likely to be shopped digitally through the grocery multiples, and retailers like Ocado overindexing on organic. Home delivery, which has always been an important channel for organic sales – making up 15% of the market – is now back in growth, seeing a 3% uplift. To get in touch with our UK team Contact Us

America’s #1 Natural Products Trade Show: Expo West 2025: Key Themes and Insights

Expo West, the premier natural foods expo, took place from March 4-7, 2025, at the Anaheim Convention Center in California. This year’s event drew over 65,000 attendees and featured more than 3,200 exhibitors from around the globe. The expo served as a dynamic meeting ground for brands, retail buyers, investors, media, and industry leaders within the CPG ecosystem. The combination of new ideas, great food and beverages, emerging trends, and the Southern California sunshine made it an inspiring experience. Trade show attendance is a critical component of the trade marketing plan when launching in the US market. Our Green Seed sales and marketing team support our client brands exhibiting at the show, making introductions to important retail buyers and facilitating networking opportunities that help drive US business growth. Personally, having attended Expo West for 13 consecutive years (with the exception of 2021 due to COVID), I wanted to share key observations from this year’s event: 1. A New Era of Discipline A noticeable shift in industry dialogue defined this year’s show. Brands are increasingly focused on unit economics, retailer profitability, and strategic scaling. The once-prevalent “growth at all costs” mindset has been replaced by a more disciplined approach to expansion. With a sharper focus on differentiated value propositions, consumer engagement, and financial sustainability, this newfound discipline is setting the stage for a stronger generation of brands in the years ahead. 2. Navigating Uncertainty with Agility Economic uncertainty, influenced by shifting government policies, was a major talking point across the show. From tariff fluctuations to rising commodity costs, brands are no longer viewing these challenges as uncontrollable forces. Instead, they are actively scenario-planning, developing agile responses, and adjusting strategies in real time as new clarity emerges. This proactive approach underscores the industry’s resilience and adaptability in a rapidly evolving marketplace. 3. The Rise and Rise of Insurgent Brands One of the most inspiring aspects of this year’s Expo was the continued rise of insurgent brands—companies that have been quietly refining their craft and are now emerging as category leaders. Brands like Rip Van Wafel, Goodles, and Violife exemplify this trend, continuously innovating and strengthening their core offerings while strategically scaling through consumer engagement and selective distribution expansion. These brands are proving that sustained success comes from balancing innovation (on their core and new items) with disciplined execution. 4. Protein in Everything The demand for high-protein products has been growing for years, but the rise of GLP-1 drugs is pushing this trend into overdrive. From protein-dense desserts and yogurts to snacks and ready meals, Expo West was packed with new offerings in this space. A standout newcomer is David, the latest venture from RxBar founder Peter Rahal, which delivers 28g of high-quality protein with only 150 calories—a testament to the continued opportunity for innovation in this category. 5. A Thriving Community Beyond the product trends, one of the most valuable aspects of Expo West remains the connections forged at the event.  The show continues to foster a dynamic community where brands, retailers, and industry veterans come together to exchange ideas, offer support, and provide alternative perspectives. The level of engagement from retail buyers this year was particularly notable, signaling that they, too, are prioritizing brands with strong fundamentals and compelling, differentiated offerings. Expo West 2025 reaffirmed that while the natural foods industry continues to evolve, its foundation remains rooted in innovation, discipline, and community. As brands refine their strategies in response to market dynamics, those who embrace financial discipline, strategic agility, and authentic consumer connections will be best positioned for long-term success. Looking forward to seeing how these themes unfold in the coming year! If you have interest in building you US business, exhibiting in any US trade show and would like some inside advice, please email me: sanjay.panchal@greenseedgroup.com Note: All data and observations are based on the Expo West 2025 event held in March 2025.

The Green Seed Series: US Webinar – From Clicks to Carts: A Marketing Playbook for food and drink brands entering the US Market

This webinar provides essential strategies for food and drink brands looking to break into the competitive US marketplace. Our industry experts share proven techniques for building brand awareness, optimizing e-commerce performance, and creating authentic connections with American consumers. Whether you were planning your market entry or looking to strengthen your existing US presence, this recording offers valuable insights to help your brand thrive across the Atlantic. .js-image {display: none;} .layout-pt-md {padding-top: 0px!important;} To get in touch with our North America team Contact Us

Understanding the Impact of Processing on Plant-Based Diets

As plant-based diets gain popularity in the UK, a common question arises: Are vegan foods heavily processed? The health benefits of a plant-based diet, such as reducing the risk of heart attacks and strokes, are significant. This debate is not just about health and nutrition but also concerns sustainability, food ethics and understanding the choices we make at the supermarket. In this blog, we’ll explore what “processed” means, the types of vegan foods available and whether plant-based eating in the UK necessarily equates to eating heavily processed products. What Does “Processed Food” Mean? Before diving into the discussion, it’s important to define what “processed” means in the context of food. Processing refers to any method of altering food from its natural state. Ultra-processed food, on the other hand, refers to industrially made products that often lack nutritional value and can contribute to health issues such as obesity and cardiovascular disease. This can range from simple processes like freezing, chopping, or drying to more complex methods such as adding preservatives, artificial flavours, or undergoing high levels of refinement. Categories of Processed Foods: Minimally Processed: Foods that have been slightly altered for convenience but retain their nutritional value. Examples include bagged salads, frozen vegetables and plant-based milk. Moderately Processed: Foods that have added ingredients like oils, sugars or salts but are still close to their natural state (e.g., vegan bread or pasta). Highly Processed (Ultra-Processed): Foods that contain multiple additives, preservatives, artificial ingredients and undergo significant industrial processing. Examples include vegan burgers, nuggets, frozen pizza and pre-packaged snacks. Understanding Ultra-Processed Foods Definition and Examples Ultra-processed foods are those that have undergone extensive industrial processing, often involving multiple steps and a variety of ingredients. These foods are designed to be convenient, appealing and have a long shelf life. However, they often contain high amounts of unhealthy ingredients such as added sugars, saturated fats and sodium. In the context of a vegan diet, ultra-processed foods can include items like frozen pizzas, vegan burgers and meat alternatives such as sausages and nuggets. These products are engineered to mimic the taste and texture of animal-based products, but the extensive processing can strip away essential nutrients and add unhealthy components. Types of Vegan Foods in the UK The UK is one of the most developed markets for vegan products, with everything from plant-based alternatives to ready meals readily available in supermarkets like Tesco, Sainsbury’s and Waitrose. Here are the main categories of vegan foods: Whole Foods:• Examples: Fruits, vegetables, legumes, nuts, seeds and whole grains.• Characteristics: These are minimally processed and retain most of their nutrients. Vegan Substitutes for Animal Products:• Examples: Plant-based milk (oat, almond, soya), vegan cheese and vegan yogurt.• Characteristics: These can range from minimally processed (e.g., fortified soya milk) to highly processed (e.g., heavily flavoured or sweetened alternatives). It is important to ensure that plant-based milks are fortified with vitamin D and calcium to prevent deficiencies, especially during winter months when UV light is limited. Meat and Dairy Alternatives:• Examples: Vegan burgers, sausages, nuggets and faux cheeses.• Characteristics: Many of these products are ultra-processed to mimic the taste and texture of meat and dairy. Convenience Foods:• Examples: Ready meals, snacks and desserts.• Characteristics: These are typically highly processed, with a long ingredient list that includes artificial additives and preservatives. Are Vegan Foods Heavily Processed? It’s important to differentiate between different types of vegan foods. Consuming less meat can lead to lower carbon emissions and improved health outcomes. The simple answer is: It depends. While some vegan foods are highly processed, others are not. Whole Food Plant Based Diets A diet based on whole plant foods is not heavily processed. Whole plant foods typically contain less saturated fat compared to processed foods. Consuming vegetables, fruits, whole grains, legumes and nuts provides a nutrient rich, minimally processed approach to vegan eating. These foods offer fibre, vitamins and minerals without added artificial ingredients. Key examples in the UK: Seasonal vegetables like kale, broccoli and carrots. Locally grown pulses like lentils and beans. Whole grains like oats, barley and quinoa. Packaged Vegan Meat Alternatives Packaged alternatives like vegan cheese, burgers and sausages are more processed. Vegan ultra processed foods can have potential drawbacks, such as lower fibre content and higher levels of sugar and salt. For instance, many plant-based burgers available in UK supermarkets contain ingredients such as soy protein isolate, artificial flavourings and stabilisers to replicate the taste and texture of meat. Are these unhealthy? Not necessarily. While these foods are processed, many brands are now focusing on creating cleaner labels with fewer artificial additives. For example, UK brands like Moving Mountains and Quorn have introduced products with more natural ingredients. However, they often contain high amounts of sodium and fat. Ready-Made Vegan Meals Vegan ready meals, often found in UK supermarkets’ freezer aisles, are convenient but can be highly processed. These meals typically include preservatives and artificial flavour enhancers to extend shelf life. Popular vegan brands often balance convenience with nutrition, but it’s crucial to check the labels. The Prevalence of Ultra-Processed Foods in a Vegan Diet Patterns of Eating Plant-Based Ultra-Processed Foods While a well-planned vegan diet can be rich in whole, nutrient-dense foods, many vegans also consume a significant amount of ultra-processed foods. This trend is often driven by the convenience and availability of these products, as well as the desire for meat alternatives that replicate the taste and texture of animal-based products. Common patterns of eating plant-based ultra-processed foods include relying on vegan burgers and sausages as primary protein sources, indulging in processed snacks like crisps and crackers, and consuming plant-based milks such as oat milk and coconut milk. These foods, while convenient, can contribute to a diet high in processed ingredients and low in essential nutrients. Understanding Nutritional Content in Vegan Foods The key to determining how processed a vegan food is lies in reading the ingredient list. Shorter Ingredient Lists: Tend to indicate less processing. Ingredients You Recognise: If the ingredients sound like they belong in a chemistry lab (e.g., monosodium glutamate, hydrogenated oils), it’s likely ultra-processed. Here are some tips for evaluating vegan products: Check for Whole Ingredients: Look for products with whole foods as the main ingredients (e.g., chickpeas in falafels). Beware of Additives: Limit foods with artificial preservatives, colours and sweeteners. Prioritise Protein Sources: Opt for vegan proteins derived from whole foods like lentils or tofu over isolated protein powders. Check for Saturated Fat Content: Even plant-based products can be high in saturated fats due to added oils and fats during processing. The Impact of Ultra-Processed Foods on Health Negative Effects on Health and Nutrition Consuming high amounts of ultra-processed foods, including those that are plant-based, can have detrimental effects on health and nutrition. These foods are often laden with added sugars, saturated fats and sodium, which can elevate the risk of chronic diseases such as heart disease, type 2 diabetes and certain cancers. Additionally, ultra-processed foods tend to be low in essential nutrients like fibre, vitamins and minerals, potentially leading to nutrient deficiencies and imbalances. The extensive processing involved in creating these foods can also result in the formation of harmful compounds like advanced glycation end (AGE) products and polycyclic aromatic hydrocarbons (PAHs), which are linked to oxidative stress and inflammation in the body. Therefore, while these foods offer convenience, their health impacts should not be overlooked. Why Are Vegan Foods Sometimes Processed? The purpose of processing in vegan foods often comes down to accessibility and taste. Accessibility: Processing makes it easier to create affordable, long-lasting and flavourful vegan products for mass consumption. Ultra-processed food plays a significant role in making vegan foods more accessible and appealing by enhancing taste and convenience. Taste and Texture: Mimicking the flavour and texture of meat or dairy often requires extensive processing techniques. While processed foods have their drawbacks, they play an essential role in making veganism more accessible for beginners. Without products like vegan sausages or burgers, many people might find it challenging to transition to plant-based eating. The Role of the UK Food Industry The UK food industry is undergoing a significant shift, with increasing awareness of the need for clean label vegan products. Supermarkets now stock a growing range of minimally processed vegan options. For instance, Mark’s and Spencer’s Plant Kitchen features ready made meals with fewer additives. Also, the Veganuary Effect encourages UK brands to develop healthier vegan alternatives every January, introducing more options for consumers year-round. In addition, government campaigns and initiatives have called for clearer labelling, making it easier for UK consumers to identify ultra-processed foods. Conclusion: A Balanced Approach So, are vegan foods heavily processed? The answer depends on the choices you make. Whole food-based vegan diets are minimally processed and nutrient dense, while some packaged vegan products and convenience foods are highly processed. Additionally, a plant-based diet offers significant health benefits, such as reducing the risk of heart attacks and strokes. Tips for UK Consumers: Prioritise whole, plant-based foods where possible. Limit consumption of ultra-processed vegan products Support brands focusing on clean label, minimally processed options. By being mindful of the types of vegan foods you consume, you can enjoy the benefits of a plant-based diet while minimising your intake of heavily processed products. In the UK, with an abundance of fresh produce, farmer’s markets and ethical brands, making healthier vegan choices is easier than ever.

Opportunities and Challenges in ‘New Meat’ Development

Nicole Günther at Green Seed Germany speaks with Ulrich Strünck, Commercial Director DACH at Redefine Meat, about the opportunities and challenges in this sector. Founded in 2018, Redefine Meat is a food tech company that seeks to revolutionise the meat industry with advanced technologies and sustainable, plant-based ingredients. As a pioneer of the new-meat category, Redefine Meat unveiled the world’s first 3D-printed plant-based, premium-quality steak in 2020. Its technology and processes aim to replicate the texture, flavour and experience of eating animal meat, creating products that span whole cuts, minced and pulled products and even the beloved German Bratwurst! What state are we now at in terms of technology for “new meat”? Whilst there were already many different plant-based meat alternatives available, the big missing element was a plant-based version of a whole cut, something that delivers a true meat-eating experience comparable to a steak. Our founders used their knowledge from previous careers in 3D printing and 6 years ago began to develop a technology capable of replicating whole muscle cuts.  We’ve since evolved our approach with several patented additive manufacturing processes, such as 3D layering, which allow us to achieve the scale of production necessary for retail distribution. Adopting a flexible approach to ingredient and technology allows for continuous innovation and responsiveness to market demands. What do you see as the opportunities? While the industry has experienced a shake-out and consolidation in brands and products in recent years, plant-based meat alternatives continue to grow in popularity in Germany. According to a 2024 study by Nielsen, sales of meat alternatives in Germany were on the rise by 5.6% in 2024. Falling retail prices also led to a 14.4% increase in sales in volume. As a food tech company, we invest heavily in R&D and have a strong focus on continuous product improvement and launches. Working with various technologies enables us to create a diverse product portfolio comprising various pork, beef and lamb products. Our business will focus on delivering more alternatives to different whole cuts to further penetrate that market and attract the most elusive target consumer – meat lovers. This product delivers a great ‘meaty’ experience and addresses a target audience that is, so far, not very well served by the plant-based meat alternative category. Convenience products are also a huge growth driver for plant-based meat alternatives, and we are partnering with several companies to deliver tasty meat alternatives. What are the challenges in getting permission to operate in different markets? As new-meat is made up of entirely plant-based ingredients, we haven’t faced issues in it passing regulations. We first launched our products through food service to build proof points and demonstrate versatility. Now it’s being served in over 7000 food service locations across Europe which include steakhouses, fine-dining and casual street food restaurants, hotels and catering facilities. Following the growing demand, we successfully launched into retail at the end of 2023. Which particular types of customers do you see as the main areas of opportunity? Whilst vegans and vegetarians are extremely important to us, it’s the flexitarians – people who are consciously reducing their animal meat intake – and meat lovers that offer huge potential. Tastier, meatier, and more in-demand products are now taking centre stage and attracting these consumers to the category. The success of products like the beef flank steak highlights the importance of continuous innovation and quality improvement to retain consumers, encourage repeat purchases and expand the market. Ultimately, we want to be where meat is being consumed – in food service, butchers, supermarkets and wholesalers. We are working with our partners to integrate change, for example, we recommend featuring our beef flank steak under the steak section of a menu, or in the meat section of a supermarket.

Who Wins, David or Goliath?

When the office of one of our smaller markets – Green Seed Nordic, based in Denmark – shared their outrage at Donald Trump demanding Greenland, the Green Seed Group WhatsApp group went into overdrive. As a close international network, we share clients and ideas, and support one another in many different ways. We even considered renaming ourselves the ‘Greenland Group’ for a day in solidarity! This made me think about how little v large operates in the food and drink industry and whether, and if so, how size matters. Markets Firstly in choice of export markets. If there’s one clear lesson we can draw from our experience it’s that size of market does not necessarily equal sales potential. A decade or more ago it was fashionable to chase BRIC markets and UK government initiatives and subsidies focused much more on markets like China than those nearer home. Yet our exports to markets like little old Belgium were still greater than the total shipped to Brazil, Russia, India and China. And trade focused smaller countries often punch above their weight with their own exports too – The Netherlands being an excellent example. Geographical proximity helps. One of the key arguments put forward against Brexit was that countries naturally tend to do much more business with closer markets (whatever the potential attractiveness Trans Pacific trade partnerships). It’s easier to understand markets and customers you can visit in hours, and easier for EU retailers looking for innovation to take a look at what’s new in in the UK to identify trends and source potential suppliers. Direct supply to end customers can also be possible, leading to stronger relationships and more competitive pricing. Better to take a laser-like focus on a niche opportunity and execute well, than be seduced by markets with much bigger populations, but a harder to reach target demographic. Brands Turning to brands, in the UK recent history for smaller challenger brands has been, appropriately, ‘challenging’. But their prospects might be improving. Pre pandemic, legacy players found organic real growth hard to come by. New brands began to pop up offering ranges with a greater emphasis on sustainability, clean ingredients, health and plant-based solutions, highlighting their credentials vs the less than ideal propositions of the Goliaths in their category. And they could fight on a more level playing field of social media and direct consumer engagement, which began to assume greater importance over traditional and costly advertising. Covid came, which boosted online sales for many. But more impactful was the real hit to hard won retail distribution gains as supermarkets delisted smaller companies while boosting order volumes of larger brands to ensure product availability. Since then inflation and cost of living pressures have been the dominant themes in grocery, putting more pressure on (often) higher priced products from challengers. But things are beginning to change: retailers have realised that fighting on price alone just plays into the hands of the discounters, that they need to show they offer something different and communicate that to their shoppers. This is where challenger brands can begin to help them to attract new shoppers to their stores with innovation or better for you solutions. What’s more, after some criticism of earlier versions producing very few permanent listings, there now seems to be some momentum behind incubator and accelerator schemes offered by the multiples to help brands develop and learn how to do business effectively, and retailers to test innovation, suggesting it’s more about longer term business development for all, than just a PR tool for big retail. 2025 will be the year of the challenger brand – or so believes YF, a consultancy previously called Young Foodies. Whether that’s a well calculated prediction or just an expression of determination, we’ll have to wait and see. For those that have something genuinely different, can demonstrate agility and powerful consumer connections – and with a strong financial base – it just could be. Size alone won’t be the deciding factor. Simon Waringswaring@greenseedgroup.co.uk

Producers of plant-based products: at the crossroads of 2 major opportunities

The French “Conseil d’Etat” recently annulled two decrees banning the use of butchery terms for plant-based protein products, marking a victory for plant-based alternatives suppliers. Companies and professional associations expressed relief at this decision, denouncing the injustice of the ban that targeted only French producers. On January 20, Carrefour unveiled its goal to double its revenue from “free-from” products (gluten, nitrites, lactose, alcohol) within three years. It aims to reach one billion euros by 2030 and plans to offer the widest range of “free-from” products. The retailer will rely on a coalition of dairy (Candia), grocery (Nutrition & Santé, Gerblé), charcuterie (Herta, Fleury Michon, Groupe Aoste, and Cooperl/Madrange), and wine and beer (Brasseries Kronenbourg, Cordier Bonne Nouvelle, and its own subsidiary Maison Johanès Boubée) manufacturers to develop sales of “free-from” products. Carrefour is also committed to a plan to develop plant-based alternatives in its aisles by 2026. Why this is good news? The Council of State’s decision is good news for Carrefour as it allows the continued use of butchery terms for plant-based protein products. This facilitates the marketing and understanding of products by consumers, which aligns with Carrefour’s goal of developing plant-based alternatives in its aisles. By annulling the decrees, the Council of State indirectly supports Carrefour’s initiatives to offer a wide range of plant-based and “free-from” products, meeting the growing consumer demand for healthier and more diverse food options. This decision also represents a great opportunity for all plant-based product manufacturers, allowing them to better market their products and reach a wider audience. To get in touch with our France team Contact Us

Sustainability and health in the food and drink industry: reality or lip service?

What Sustainability and Health is there in the Food and Drink Industry? Supermarkets, food manufacturers and fast food chains are making limited progress on health and sustainability, according to research by the Belgian health institute Sciensano as part of the European FEAST project. This process results in the development of scorecards for each company to enable comparison at a sector level both nationally and internationally. The project clearly highlights areas in which companies are demonstrating leadership in the prevention of obesity, and indicates specific areas for improvement at a company, sector and industry level. This scientific survey regularly evaluates the largest Belgian, French and European food companies. Unhealthy food environments are a major factor influencing obesity. Moreover, the food system in Belgium is responsible for about 20 % of total greenhouse gas emissions. Therefore, for the second time, Sciensano examined the commitments of 33 supermarket chains, fast food restaurants and food producers in terms of nutrition, health and sustainability. The first study took place in 2019, unfortunately the institute does not see much improvement since. ‘Progress usually remains limited,’ says researcher Stefanie Vandevijvere. ‘There are also companies doing worse. Overall, the food environment remains unhealthy, and we know this leads to unhealthy eating patterns. So it is up to the government to take the necessary measures to make the food environment healthier.’ At supermarkets, the study sees a steady improvement in the nutritional quality of private label products. However, unhealthy food still dominates the shelves. Information on labels has improved, but the composition of food products has not become healthier. Fast food chains communicate more about the nutritional information, however overall improvement is very limited. Commitments to reduce the marketing of unhealthy meals are lacking. On top of this the supply of fast food in Belgium has increased significantly. Some good news hence: on sustainability many companies do score better. That makes sense, says Vandevijvere: ‘For sustainability, there is an economic incentive: using less energy or packaging material also reduces the costs for the company.’ For health, that economic incentive is mostly missing. The study also concludes there is no relationship between scores for sustainability and scores for healthy eating. Which companies are showing the way? Among supermarkets, Delhaize leads the way, with a score of 65%, followed by Colruyt (53%) and Lidl (51%), whilst Aldi (42%) and Carrefour (41%) lag behind. The sector’s poor median score of 51% shows that substantial improvement is needed. Among manufacturers, Danone leads the rankings, with a score of 82%, followed by Nestlé, McCain and Coca-Cola. McDonald’s is the top student in the class of fast food restaurants – albeit only with a score of only 32%, while the recently declared bankrupt Lunch Garden is the straggler with barely 2%. Sciensano concludes that appropriate regulation by governments is needed to make progress on health, starting with the sectors and areas that are the worst performers, such as fast food restaurants. Also focussing on advertising which still promotes unhealthy food and often targets children, should be a attention point. Food and drink industry producers’ economic challenges of the last years have been tough, with inflation and increasing labour costs, high raw material prices and energy costs. Combining this with investments on health and sustainability remains the challenge, according to Philip Horemans of Green Seed Belgium. “Especially in health, companies need to see the USP, the retailers and consumers the added value. With an economic incentive via correct pricing the process of health improvement will be accelerated”. To get in touch with our Belgium team Contact Us

New “humanised” edible alternatives for Spanish pets

With pet snacks rocketing at a growth rate in 2024 of +35% vs 2023, while normal pet food is also growing at around +10% and new healthy alternatives (pre and probiotics, non GMO, even gluten free and sugarfree or added vitamins…) now appearing in the market, we now want to focus on new subcategories: dairy and ice cream alternatives. It’s amazing to see two different companies already in the Spanish trade with yogurts for dogs and cats. Dairy pet, a startup company born in 2022 has launched a pasteurised pet option of yoghourt, under the brand Yowup! in pouch packaging of 115g and 85g made from cow’s milk, seeds and cereals with an omnichannel strategy. As for pet ice creams, dogs can now enjoy cream, banana or sausage/cheese ice creams in handy pouches of 50g launched by Pampaspet. Healthy and indulgent pet food alternatives are here to stay and develop without boundaries. How could we help our pet owners to develop the appetite and find those alternatives on the shelves? To get in touch with our Spain team Contact Us

UK Food and Drink: Trends for 2025

As we enter 2025, evolving consumer preferences, technological advancements and a strong emphasis on sustainability are reshaping the food and drink sector. In this article, we explore the key trends in the UK food and drink market, covering shifts in consumer behaviour, the future of fast food, popular drinks, food production innovations and new flavour trends. Market Overview The food and drink industry is a cornerstone of the UK economy, boasting a market size of over £139 billion in revenue, according to the Food and Drink Federation (FDF). This sector thrives on consumer demand for convenience, quality and sustainability. However, the cost of living crisis has significantly impacted consumer spending habits, making people more mindful of their purchases. Despite these economic challenges, the industry is poised for continued growth, driven by an increasing appetite for healthier and more sustainable food options. As consumers navigate financial pressures, their focus on affordable yet nutritious choices are reshaping the market landscape. Consumer Trends for 2025 UK consumers are becoming more discerning, seeking food that balances quality, convenience, health and sustainability. According to Euromonitor International, these factors are shaping purchasing decisions across various food trends, with added health benefits becoming increasingly important as consumers prefer healthier food and drink options. The rise of health-conscious eating, focused on natural ingredients and seasonal produce, continues to dominate. Consumers are also seeking healthier choices, looking for indulgent yet guilt-free options. Renowned chef Theo Randall notes that consumers are avoiding additives and opting for seasonal vegetables, with many reducing meat and fish consumption to weekends or special occasions. Economic pressures are also influencing food choices. The Institute of Chartered Accountants in England and Wales (ICAEW) predicts inflation may continue rising, driven by energy costs and global trade tensions. As a result, consumers are prioritising affordable, nutritious and sustainable food options. There is also a noticeable trend towards guilt-free indulgence, reflecting a desire for treats that provide pleasure without compromising nutritional goals. Key Drivers of Food Trends Several key drivers are shaping food trends in the UK. Foremost among these is the rising demand for healthier and more sustainable food options. UK consumers are increasingly health-conscious, seeking products that offer substantial nutritional benefits. Another significant driver is the increased interest in global flavours and cuisines. Adventurous eaters are exploring new and exciting flavours, broadening their culinary horizons. Social media also plays a pivotal role, with food bloggers and influencers steering consumer interest and setting new trends. These factors collectively drive the evolution of food trends, reflecting a dynamic and ever-changing market. The Future of the Fast Food and Drink Industry The fast food industry is experiencing a significant shift toward healthier and more sustainable options. Plant-based menus are expanding, with major chains introducing more vegan and vegetarian dishes to meet growing demand. The integration of AI-driven personalised menus and efficient delivery systems is enhancing customer experience, while sustainability initiatives such as eco-friendly packaging and waste reduction are becoming the norm. The influence of social media, particularly platforms like TikTok, are also reshaping fast food trends. Viral food challenges and trends prompt fast food chains to innovate rapidly, responding to the tastes of a digitally engaged audience. Popular Drinks and Alcohol Consumption in 2025 The beverage industry is experiencing a surge in functional drinks that offer health benefits, such as hydration, mental clarity and nutritional support. Alcohol consumption is being reduced by many adults for health reasons, leading to increased interest in low- and no-alcohol drinks that offer exciting flavours and health benefits. Younger drinkers are particularly inclined toward innovative and sustainable drink options. Fermented beverages like kombucha, which are rich in probiotics and adaptogens, are gaining popularity. Non-alcoholic spirits and low-alcohol drinks cater to the growing sober-curious movement, offering healthier alternatives. Additionally, consumers are increasingly drawn to traditional and exotic flavours. The espresso martini is a popular winter cocktail option that aligns with the trend of stronger flavours, particularly coffee. Beverages incorporating unique ingredients, such as kombucha with herbs or spices, are trending, reflecting a desire for authenticity and novelty in the drink market. The Future of Food Production in the UK Sustainability and technological innovation are central to the future of food production in the UK. Efforts to reduce carbon footprints through localised sourcing, regenerative farming and renewable energy are gaining traction. Precision farming and vertical agriculture are revolutionising food production, improving efficiency while addressing environmental challenges. Moreover, the rise of lab-grown meats and alternative proteins are changing the landscape of food production, offering sustainable, ethical alternatives to traditional animal farming. As consumers demand more transparency, producers are providing detailed information on sourcing, production methods and ethical practices, fostering trust and aligning with the values of modern consumers. Food Waste Reduction and Sustainability Food waste reduction and sustainability are becoming paramount in the food and drink industry. Consumers are more aware than ever of the environmental impact of their food choices, prompting a shift towards sustainably sourced and produced products. The industry is responding by adopting sustainable practices and reducing food waste. This includes using upcycled ingredients, minimising packaging and implementing sustainable supply chain practices. By sourcing ingredients from local and sustainable suppliers, the industry not only reduces its carbon footprint but also meets the growing consumer demand for eco-friendly products. This focus on sustainability is reshaping the industry, aligning it with the values of modern consumers. Changing Demand for Food in the UK The UK’s food demand is evolving, influenced by multiculturalism, health trends and ethical considerations. The growing popularity of plant-based diets, such as vegetarian and flexitarian lifestyles, is reshaping food consumption patterns. Ethical concerns, such as support for fair-trade and organic products, continue to drive purchasing decisions. Convenience remains key, with ready-to-eat meals and meal kits rising in popularity. Economic challenges, including inflation and cost-of-living pressures, are prompting consumers to seek affordable, high-quality food options, leading to innovations in product offerings to meet these evolving expectations. Trending Flavours in 2025 The UK’s culinary palate is expanding, embracing bold, diverse flavours. Middle Eastern spices, African condiments and Southeast Asian herbs are making their way into mainstream cuisine. Unique ingredients like yuzu, a Japanese citrus and pilpelchuma, a Libyan chili paste, are gaining popularity. These flavours offer a fresh take on traditional dishes and cater to growing demand for international tastes. There is also a resurgence in traditional British flavours, reimagined with contemporary twists, blending nostalgia with innovation. Additionally, the rising focus on functional foods means that flavours associated with health benefits, such as turmeric, matcha and adaptogenic herbs, are becoming more common in everyday meals. Sweet treats that cater to modern consumer trends are also gaining traction, as consumers seek indulgent products that satisfy cravings while aligning with health goals. Conclusion The UK’s food and drink sector in 2025 is defined by a balance of tradition and innovation. With an increasing focus on health, sustainability and authenticity, the market is evolving to meet the needs of a more conscientious consumer. Technological advancements, ethical practices and diverse offerings are helping to reshape the industry. These trends present exciting opportunities for growth and transformation in the year ahead.

The impact of artificial intelligence on brands and how they communicate with consumers

A survey by Bain & Company highlights a country suspended between hope and fear. While AI promises to transform work and communication, consumers express concerns. The way brands communicate with consumers is changing rapidly, and data from the recent research by Bain & Company confirms this transformation. According to the survey, 96% of Italians are keen to continue communicating with their favourite brands however the channels used to do so are evolving. WhatsApp and social media are gaining more and more ground, with over 40% of Italians preferring to use these means to interact with brands. Despite this evolution, email remains the preferred means of communication for 80% of the population, highlighting how tradition and innovation are blending in the modern communications landscape. In this new context, Generative AI is playing a key role. Over 70% of Italians appreciate advertisements created through artificial intelligence, considering such content not only useful but also creative and bold. This shows how AI is becoming a fundamental ally for brands that want to stand out, responding in a more precise and personalised way to the needs of an increasingly demanding public. AI: Change is inevitable If communication evolves, the same goes for the world of work. Artificial intelligence is no longer a choice, but a reality that is rewriting the rules of work and daily interactions. According to the same survey, seven out of ten Italians believe that AI will have a significant impact on the world of work, with young people at the forefront: 82% of young Italians see artificial intelligence as a force for change. This is true not only in advanced technologies, but also in sectors such as gaming, telecommunications, logistics and education, which will undergo profound changes. While on the one hand, AI is seen as a powerful ally in environmental sustainability, with one in two Italians considering it capable of contributing to reducing ecological impact, on the other hand, there is still strong concern regarding ethical implications and privacy. In fact, 85% of Italians express fears related to the use of data and the management of personal information, a sign of how trust in new technologies is a challenge to be faced with care. Robotics: the evolution of human work Robotics, which until recently seemed to belong to the realm of science fiction, is now a reality that is being integrated into the most strategic sectors, such as technology, energy and manufacturing. One in two Italians is convinced that robots can improve their work, with an optimistic vision that especially concerns young people: 64% of the youngest look to the technological future with hope. Robotics not only helps to optimize processes, but also opens the way to new forms of “synthimacy”, or synthetic intimacy, which will see a 41% increase in interest in the coming months. In the end, 82% of young people believe in the AI revolution, 85% fear its implications. This is the contradiction that marks today’s Italy, suspended between extraordinary opportunities and risks that should not be underestimated. The future is already here: will Italy be a leader or a spectator? The answer depends on how we face this technological, ethical and social revolution. There is no longer time to wait. It is time to act. The future will not be a dichotomy between technology and people, but an invitation to build bridges. Seven out of ten people are aware that they are destined to be impacted by Artificial Intelligence. Companies that invest in reskilling their people, while embracing automation, will be able to maximize both technological power and human value. To get in touch with our Italy team Contact Us

Branded Products vs. Private Labels – Why Brands Still Matter!

The German grocery market is witnessing an exciting competition between branded products and private labels. While inflation has boosted private labels, recent developments show that brands remain essential – in fact, they continue to be powerful purchase drivers. Insights from the trade journal Lebensmittel Praxis highlight why brands still hold their ground despite the challenges: The power of brands remains strongBranded products inspire trust and reliability. Consumers are willing to pay for quality and familiar names – especially when the price gap to private labels is small. Private labels grow, but brands hold steadyIn 2023, private labels peaked at 42.2% market share in German grocery retail but have since stagnated, according to NielsenIQ. At the same time, brands are regaining traction through targeted promotions. Discounts and brands as customer magnetsData from Smhaggle, a German app that helps shoppers compare prices by scanning receipts, reveals that brand promotions attract consumers to stores. While private labels offer higher margins, promotions on branded products result in increased basket sizes for retailers. How the economy favours brandsDespite inflation, purchasing power remains stable, and savings rates are high. As consumer confidence grows, branded products could see increased demand. Despite inflation and the rise of private labels, the ‘pull of brands’ persists. Branded products remain powerful market drivers in Germany – after all, even private labels thrive on the reputation of established brands. To get in touch with our Germany team Contact Us

Food Retailing insights in Poland 2024

Leading retail chains in Poland from 2021 to 2023, by revenues (billion PLN) The value of the food sector in Poland should reach ca €70bln in 2024 with a CAGR growth forecast of 5.95% per annum until 2029.Food inflation slowed down over the year to around 3.7% from highs of 11.4% in 2003 and 14.4% in 2022. Although real wage growth reached the highest level during 2024, Poles did not allocate additional funds to consumption but focused on rebuilding savings depleted by previous price increases. With greater pressure on price and promotion, discounters’ share of grocery sales is continuously rising. By 2030, it is forecast to exceed 40% of all grocery sales. According to NIQ (household panel), in 2023 discounters already had 37% and local grocery stores 31% market share; with supermarkets trailing at 14%; drugstore chains, kiosks and petrol stations combined at 12%; and hypermarkets with only 7% share. On-line food retailing grew exponentially during Covid but then scaled back to less than 1% share of the market. This is forecast to triple, reaching nearly 3% in 2027. Consumers, especially Generation Z (and increasingly Generation Alpha) expect solutions that ensure speed and convenience of shopping. Therefore, convenience stores and the online sales channel are gaining in importance. There has been a dynamic development of non-food discounters, such as Pepco, Action or Dealz in recent years. Although their food offer focuses mainly on impulse products, such as sweets, snacks or beverages (including those often unavailable in Poland), during 2024 the impulse category generated over €235mln in sales for these retailers. Fastest-growing Retail chains• Biedronka, owned by Portuguese Jerónimo Martins, is a dominant grocery store with a revenue in 2023 of €20 billion and approximately 3,600 stores across the country 2023. Growth plans include c.150 new store openings per year, future expansion into Slovakia and investments in green energy and ESG solutions.• Lidl, a discounter with around 900 stores and an €8 billion revenue, has the second highest share of revenue in the grocery sector and opens approximately 50 stores per year.• Polish chain Dino has grown rapidly over a three-year period with 2,438 stores nationwide at the end of Q1 2024 and a further 250 openings planned during 2024/25. The company has four logistics centres under construction, adding to the eight already in operation.• Żabka has the largest number of stores, with over 11,000 units operating in Poland. Being a convenience chain, their stores are much smaller than other retailers, with a minimum unit size of 45 sqm. The network is developing through franchising (over 9,000 franchisees), with approximately 50 new stores opened each month. Żabka operates one of the largest autonomous store networks across Europe, Żabka Nano, which uses a camera system and technology based on AI to eliminate both cash registers and staff in stores. The chain is expanding abroad, with first stores already open in Romania. To get in touch with our Poland team Contact Us

Best performing categories in UK grocery and 2025 tips as adventurous home cooking takes off

The best performing category in terms of volume growth in UK grocery last year was herbs and spices. That’s according to The Grocer and NielsenIQ’s review of the year. With an increase of £2.5m kg, the category increased volume sales by 14% over 2024. UK consumers are taking to cooking more adventurous meals at home. East Asian spice mixes, meal kits and cooking sauces have grown strongly (Wagamama’s range of sauces increasing sales by over 100%). Ottolenghi’s sauces launch with Waitrose was also a big hit. And their next big thing we hear could be a Libyan paste called pilpelchuma – a blend of roasted peppers, garlic, cumin, and a fiery hit of chilli. Tipped as the next harissa, look out for that one. Meanwhile Japanese cuisine is rising in popularity, especially with younger consumers. Mintel’s analysis reveals that 18% of all UK consumers have eaten at (or ordered takeaway from) Japanese restaurants, while double that number (36%) of Gen Z consumers have done so. Mintel’s tips for new flavours we will be trying over 2025 include yuzu kosho – a fermented paste made from yuzu peel, chilli peppers and salt – and miso caramel, a savoury umami + sweet blend for adventurous palates! The covid pandemic may thankfully be well behind us, but it seems that the boost to home cooking in the earlier part of the decade has now taken hold, especially as consumers look to replicate quality eating out experiences with lower cost but still exciting flavours cooked at home while budgets remain tight. To get in touch with our UK team Contact Us

Don’t forget about us! Underexploited opportunities for food brands.

A recent GFK study in Belgium showed that 59% of all consumers are over 50 and responsible for 62% of total FMCG sales value, and they drive the value and volume growth. In the coming decades the population will age further making these older consumers even more important. Whilst this is a Belgian study, this trend is valid for many Western countries. But has this group become the key audience for food producers? New product launches are still aiming predominantly at Millennials or families with children. Product launches are supported on the latest social media channels, not exactly where the older generation is most active, and start-ups often focus on the newest and trendy product for the 18-35 year group. A growing consumer group combined with a buying power which is often higher should make these senior citizens an interesting target group. Obviously, over 50 is too large a group to capture as one consumer.  The 50 – 75 bracket has different needs than a senior of 85+. The food and drink industry is witnessing a significant shift in consumer demographics, with the ageing population representing a growing and influential market segment. As the global population continues to age, there is an increasing demand for products that cater to the unique needs and preferences of older consumers. Product development in this sector is not only essential but also an opportunity to enhance the well-being, satisfaction, and convenience of older adults. Older consumers often face changes in their dietary requirements due to health conditions, reduced mobility, or altered taste perceptions. Nutritional needs may shift towards products that support bone health, heart health, cognitive function and digestion. Furthermore, many older adults have specific dietary restrictions due to medical conditions such as diabetes, hypertension or lactose intolerance. As a result, there is an increasing demand for food and drink products that are low in sodium, sugar or fat, and that are fortified with essential vitamins and minerals. Companies must innovate to create more user-friendly options, such as ready-to-eat meals, snack packs and liquid supplements. But don’t only focus on the functional part of food and drink. This age group wants to enjoy life, to eat quality and tasty products and is prepared to pay for it. For retailers these products can offer healthy cash margins. And why not premium indulgence products? All year round, not only at Xmas. Packaging and labelling will need to follow. Clear, easy-to-read labels with simple nutritional information and instructions can significantly enhance the shopping experience for older consumers. The need for product development aimed at older consumers is not merely a matter of addressing health concerns.  It’s about improving their quality of life and ensuring they can continue to enjoy food and beverages without compromising their well-being. By investing in research and development, food and drink companies can better serve this growing demographic, create new market opportunities, and build a loyal customer base. So, to food and drink producers and their NPD team: the development of flavourful, yet healthy options, is welcomed. The mature consumer such as the undersigned will thank you.  Happy New Year! Philip Horemans To get in touch with our Belgium team Contact Us

The Role of Food Packaging Design in Enhancing Premium Food Brands

In the food industry, packaging does more than just protect products. It’s the first point of contact between a brand and its consumer—a silent yet powerful sales tool that can make or break purchasing decisions by establishing a cohesive brand identity. Premium packaging enhances a brand’s perception, communicating quality, trust and value. And in an era where consumers are increasingly eco-conscious, integrating sustainability into premium packaging has become essential for brands that want to stay ahead. This is where eco-friendly food packaging comes into play, offering sustainable options that are less harmful to the environment and meet the growing consumer demand for sustainability. What Is Premium Packaging? Premium packaging is not just about aesthetics. It’s about creating a memorable unboxing experience, using high-quality materials and showcasing creativity. From luxurious textures and bold designs to functional features like resealable closures, premium packaging creates a sense of value before the product is even opened. Choosing the right food packaging supplies is crucial for creating premium packaging that meets the diverse needs of food businesses. In the food industry, this means more than just looking upscale—it’s about standing out in a crowded marketplace and building trust with consumers who associate premium packaging with superior quality. A strong brand strategy ensures that the packaging aligns with the brand’s target audience and market positioning. Understanding Your Target Audience To create effective food packaging, it’s essential to understand your target audience. This involves performing market research to identify your target audience, analysing consumer concerns and preferences, and developing buyer personas to guide packaging design decisions. Perform Market Research to Identify Your Target Audience Market research is the cornerstone of creating successful food packaging. By gathering data on the demographics, preferences and behaviours of your potential customers, you can tailor your packaging to meet their specific needs. Utilise tools like online surveys, focus groups and social media analytics to collect valuable insights. Understanding your target audience allows you to design packaging that resonates with them, ensuring your product stands out on the shelves. Analyse Consumer Concerns and Preferences Delving into consumer concerns and preferences is crucial for effective food packaging. This means understanding what drives their purchasing decisions, what they value in a product and what they dislike. For instance, some consumers may prioritise sustainability, seeking out eco-friendly packaging, while others may focus on convenience and functionality. By addressing these concerns and preferences in your packaging design, you can create a product that not only meets but exceeds consumer expectations. Develop Buyer Personas to Guide Packaging Design Decisions Creating buyer personas is a strategic way to guide your packaging design decisions. A buyer persona is a semi-fictional representation of your ideal customer, based on real data and insights. By developing detailed buyer personas, you can gain a deeper understanding of your target audience’s needs, preferences and behaviours. This knowledge enables you to design packaging that speaks directly to them, enhancing their connection to your brand and increasing the likelihood of repeat purchases. How Premium Packaging Enhances Brand Perception Signals Quality and Reliability Premium packaging signals that the product inside is worth its price. Consumers equate high-quality packaging with superior ingredients, careful preparation and attention to detail. Builds Emotional Connections Packaging is a powerful storytelling tool. Through design, colour and typography, brands can convey their values, history or unique selling points, creating an emotional bond with their audience. Encourages Repeat Purchases Memorable packaging leads to better brand recall. A well-designed, premium package can turn a one-time customer into a loyal advocate who recognises and trusts your brand. Creates Shelf Appeal In retail environments, food brands have just a few seconds to grab attention. Great packaging draws the eye and makes products stand out, often leading to increased sales. The Impact of Plastic Food Packaging on the Environment Plastic food packaging has a significant impact on the environment, contributing to plastic waste, pollution and climate change. The production of plastic packaging requires large amounts of fossil fuels, which are non-renewable resources. Additionally, the extraction and processing of these resources result in greenhouse gas emissions, contributing to climate change. The use of plastic packaging also leads to litter and pollution in oceans and landfills. Plastic bags are a major contributor to marine pollution, harming marine life and contaminating the food chain. Furthermore, plastic packaging is often not biodegradable, taking hundreds of years to decompose. The environmental impact of plastic food packaging is not limited to pollution and climate change. The production of plastic packaging also requires large amounts of water and energy, straining natural resources. Moreover, the disposal of plastic packaging is often inadequate, leading to waste management issues and environmental degradation. The Connection Between Premium Packaging and Sustainability As consumer demand for environmentally responsible products grows, creating packaging that integrates sustainability has become a critical component of premium packaging. Today’s consumers want to feel good about the products they purchase—not just in terms of quality but also in how their choices impact the planet. Using biodegradable materials as part of sustainable premium packaging solutions helps reduce environmental waste and pollution caused by traditional materials. How Brands Are Integrating Eco Friendly Packaging Solutions with Premium Packaging: 1.      Using Recyclable and Compostable Material High-quality materials like recycled cardboard, glass or bio-based plastics can offer both durability and eco-friendliness. 2.      Minimalist Designs Many premium brands are reducing unnecessary packaging to appeal to eco-conscious consumers while maintaining a sleek and sophisticated appearance. 3.     Transparent Sustainability Claims Adding details about sustainable practices, such as sourcing materials responsibly or using carbon-neutral production methods, enhances trust and resonates with environmentally aware consumers. By combining sustainability with premium design, brands can appeal to the growing number of customers who seek both luxury and responsibility. Overcoming Challenges in Sustainable Packaging Adoption Addressing Cost and Scalability Concerns One of the primary challenges in adopting sustainable packaging is the perceived high cost. However, this cost can be mitigated by considering the long-term benefits of sustainable packaging, such as reduced waste management costs and improved brand reputation. Sustainable packaging can also lead to increased consumer loyalty and willingness to pay a premium for eco-friendly products. To address scalability concerns, companies can start by integrating sustainable packaging options into their existing supply chain. This can be done by partnering with suppliers who offer eco-friendly packaging materials or by investing in new packaging technologies. By gradually incorporating sustainable practices, companies can manage costs and scale up their efforts over time. Real-Life Examples of Premium Packaging in the Food Industry 1.      Gourmet Chocolate Brands UK luxury chocolate brands like Hotel Chocolat and Charbonnel et Walker use elegant designs with embossed logos and gold foiling to create a premium food product. Their eco-friendly packaging often includes FSC-certified paper and biodegradable wraps, combining luxury with sustainability. These brands highlight the importance of sustainable food packaging in reducing environmental impact. 2.      Organic Food Brands Brands such as The Organic Pantry and Rude Health use simple, earthy packaging made from recyclable materials. Their clean designs reflect both premium quality and their commitment to sustainability. 3.      Specialty Coffee Brands High-end UK coffee brands like Union Hand-Roasted Coffee and Square Mile Coffee feature resealable, minimalist bags made from recyclable and compostable materials, ensuring freshness while reducing waste. 4.      Meal Kit Services Gousto and HelloFresh focus on eco-friendly packaging, using recycled insulation and compostable containers to minimise waste. These solutions help maintain freshness while supporting sustainability. The Role of Consumer Power in Shaping Industry Practices The Influence of Consumer Preferences on Packaging Choices Consumer preferences play a significant role in shaping industry practices, particularly when it comes to packaging choices. Consumers are increasingly demanding eco-friendly packaging options, driving companies to adopt sustainable packaging practices. This shift in consumer behaviour is influencing the food supply chain and encouraging brands to prioritise sustainability. Companies can respond to consumer demands by offering sustainable packaging options, such as biodegradable or recyclable packaging materials. Additionally, companies can educate consumers about the environmental impact of packaging and promote sustainable packaging practices through marketing and branding efforts. By highlighting their commitment to eco-friendly packaging solutions, brands can build trust and loyalty among environmentally conscious consumers. By responding to consumer demands and promoting sustainable packaging practices, companies can improve their brand reputation, reduce waste and contribute to a more sustainable food supply chain. Embracing eco-friendly packaging not only meets consumer expectations but also positions brands as leaders in sustainability, ultimately benefiting both the environment and the business. Key Benefits of Investing in Premium Packaging 1.      Higher Willingness to Pay Studies show that consumers are willing to pay more for products that look premium and align with their values, including sustainability. Consumers expect high-quality packaging for high-quality food products, and they’re often willing to pay a premium for both. 2.      Improved Brand Reputation Investing in high-quality, eco-conscious packaging positions your brand as innovative, ethical and customer focused. Consumers are more likely to purchase from brands that reflect their personal values, including a commitment to the environment and sustainable practices. 3.      Differentiation in Competitive Markets In a crowded food and beverage market, premium packaging and effective package design can give you a competitive edge by helping your product stand out. When done right, packaging becomes a key differentiator that communicates the value of your brand, setting you apart from competitors who may use cheaper, less eye-catching packaging. 4.      Better Environmental Impact Sustainable premium packaging not only satisfies consumer demand but also reduces waste, helping brands meet corporate social responsibility goals. As environmental concerns continue to rise, brands that adopt sustainable packaging solutions will likely see long-term benefits in consumer trust and brand loyalty. How to Get Started with Premium Packaging If you’re a food brand looking to strengthen your packaging, here are a few steps to consider: Understand Your Target Market Who are you designing for? Premium packaging for luxury chocolates will differ from that for organic snack bars. Consider your audience’s preferences and expectations to create packaging that resonates with them. Choose the Right Materials Prioritise high-quality, sustainable materials that reflect your brand’s values. Whether it’s biodegradable plastics, recyclable glass or FSC-certified paper, choose materials that balance luxury with sustainability. Focus on Functionality Ensure your packaging is not just visually appealing but also practical for the consumer, like resealable closures or easy-to-recycle materials. Packaging that is both attractive and functional has a lasting impact on the customer’s experience. For takeaway food businesses, sustainable packaging solutions are crucial in addressing the environmental impact and meeting eco-conscious consumer values. 4. Design Food Packaging to Tell Your Brand Story Use your packaging to communicate your brand’s unique story, whether that’s through visuals, messaging or QR codes that link to more information. A well-designed package isn’t just about looking pretty—it’s about telling your brand’s story in a way that resonates with consumers and strengthens their emotional connection. Conclusion Premium packaging is a critical investment for food brands that want to stand out in today’s competitive market. Beyond enhancing perception and driving sales, it offers an opportunity to connect with consumers on deeper levels, especially when paired with sustainability initiatives. As the food industry continues to evolve, brands that prioritise innovation, quality and eco-conscious practices in their packaging will be the ones that thrive. By making eco-friendly food packaging an integral part of your branding strategy, you can elevate your food products, differentiate yourself from the competition and build long-lasting connections with consumers who value both quality and sustainability.

The Green Seed Series: Denmark and Sweden – Winning Strategies for Food and Drink

Discover the latest consumer and category trends in the Danish and Swedish food and drink market, offering winning strategies to take a hold of the food and drink market. .js-image {display: none;} .layout-pt-md {padding-top: 0px!important;} To get in touch with our Nordic team Contact Us

Healthy Fast Food Options in the UK: Where to Find Nutritious Choices on the Go

Introduction In today’s fast-paced world, grabbing a quick bite is sometimes essential, and fast food is often the go-to solution. Traditionally, however, eating fast food has had a reputation for being high in calories, fats and salt, which can be detrimental to our health. Managing salt intake is particularly challenging when consuming these types of meals, making it important to plan ahead and make conscious choices. Fortunately, a wave of healthy fast food options are emerging in the UK, challenging these norms. Many chains are now offering healthier alternatives, allowing people to enjoy convenient, nutritious meals. This guide explores what makes traditional fast food less healthy and how newer, health-oriented chains are setting themselves apart through better ingredients, cooking methods and balanced options. What are Healthy Fast Food Options? In the hustle and bustle of modern life, finding a quick yet nutritious meal can be a challenge. This is where healthy fast food options come into play. Unlike traditional fast food, which is often laden with unhealthy fats, added sugars and excessive salt, healthy fast food offers a balanced and nutritious alternative. These meals are prepared and served quickly, making them perfect for those on-the-go, but they don’t compromise on nutritional value. What Makes Traditional Fast Food Unhealthy Traditional fast food gained popularity for its convenience and affordability. However, the quick preparation methods and reliance on processed ingredients often make these foods less than ideal for a balanced diet. Here are some reasons why typical fast food options are considered unhealthy: Heavily Processed Ingredients: Many fast foods rely on processed meats like bacon, sausage and breaded chicken, as well as refined carbohydrates like white bread and sugary sauces. These ingredients are high in calories and often contain preservatives and additives that may have adverse health effects when consumed regularly. High Saturated Fats: Fast food often uses refined cooking oils, such as soybean or corn oil, which are high in saturated fats. Saturated fats are linked to increased cholesterol levels and a higher risk of heart disease. Furthermore, many fried foods are cooked in oils high in omega-6 fatty acids, which can lead to inflammation if not balanced with omega-3s. Excessive Salt Content: Salt is added to fast food for flavour and preservation, but consuming too much sodium is linked to high blood pressure, heart disease and stroke. Typical fast food items, like burgers, fries and fried chicken, can have high salt levels, often far above the recommended daily limit. Low Nutritional Value: Vegetables in traditional fast food meals are usually limited to a small garnish of lettuce or tomato. This means that essential vitamins, fibre and minerals are lacking, leading to meals that are filling but not necessarily nourishing. Why Healthy Oils Matter in Fast Food The type of oil used in cooking plays a significant role in determining the overall healthiness of a meal. Many traditional fast food chains rely on oils that are high in saturated fats, which can raise bad cholesterol levels and increase the risk of heart disease. However, healthier alternatives are available that are rich in unsaturated fats, which are better for your heart and overall health. Olive Oil: One of the healthiest oils is olive oil, particularly extra virgin olive oil, which is high in monounsaturated fats. Olive oil is known for its anti-inflammatory properties and its ability to support heart health. Health-conscious fast food chains are increasingly using olive oil for cooking or in dressings. It’s a good choice for those looking to reduce unhealthy fats in their meals. Rapeseed Oil: Another heart-healthy option is rapeseed oil, often referred to as canola oil in some countries. It’s lower in saturated fat than many other oils and contains omega-3 fatty acids, which are essential for maintaining good health. Rapeseed oil is often used in salads and cooking due to its light flavour and health benefits. Coconut Oil (in moderation): While coconut oil has a reputation for being healthy due to its medium-chain triglycerides (MCTs), it’s still high in saturated fat. It’s best used in moderation and is typically found in specific menu items or snacks at some health-focused fast food chains. When looking for healthy fast food options, consider whether the chain uses oils that are rich in unsaturated fats like olive or rapeseed oil. These oils support better cholesterol levels and reduce inflammation compared to those high in trans or saturated fats. What Makes Healthy Fast Food Options Different? As the demand for healthier fast food options grows, more chains are prioritising natural, nutrient-dense ingredients and cooking methods that align with balanced eating habits. Here’s what sets healthy fast food options apart from traditional offerings: Whole and Unprocessed Ingredients: Health-oriented fast food chains focus on whole grains, fresh vegetables, lean proteins and minimally processed ingredients. Swapping out refined grains for whole grains like brown rice or whole-wheat wraps increases fibre and nutrient intake. Instead of processed meats, these healthier chains offer options like grilled chicken, tofu or legumes, which provide clean sources of protein without excess sodium or saturated fats. Healthier Cooking Oils: Many health-focused chains use oils like olive oil or cold-pressed rapeseed oil, both of which are high in monounsaturated fats that promote heart health. Olive oil is particularly known for its anti-inflammatory benefits and its positive effects on cholesterol levels. These oils are superior to trans-fat-laden oils often used in deep-frying. Emphasis on Fresh, High-Fibre Ingredients: A balanced meal should include fibre-rich foods, which are often lacking in traditional fast food. Healthier chains emphasise vegetables, beans and grains, incorporating fresh, nutrient-dense ingredients into salads, wraps and bowls that help promote satiety and steady blood sugar levels. More Balanced Macronutrients: Healthy fast food options meals aim to provide a balanced mix of protein, carbohydrates and fats. Protein is essential for building and repairing tissues and keeps you feeling full for longer. Healthy fats from sources like avocado or olive oil help the body absorb nutrients, while complex carbohydrates from whole grains provide lasting energy. Essential Components of a Healthy Fast Food Options Meal To identify healthy fast food options when you’re on the go, look for these key features that are typically found in health-focused fast food: Grilled or Baked Proteins: Grilling or baking retains the flavour of meats and plant-based proteins without adding excess oil. Unlike fried foods, grilled options are usually lower in fat and calories. Lean proteins, like grilled chicken or legumes, provide muscle-building benefits without the downsides of processed meats. A baked potato can be a nutritious and fibre-rich side dish that pairs well with these proteins, offering a comforting and low-calorie alternative to traditional high-calorie sides like fries. Whole Grains Over Refined Carbs: Meals that incorporate whole grains, such as brown rice, quinoa or whole-wheat wraps, offer complex carbohydrates and fibre, which take longer to digest and provide sustained energy without causing rapid blood sugar spikes. Whole grains also add important nutrients like B vitamins, iron and magnesium. Plenty of Vegetables: A sign of a healthy fast food meal is the use of vegetables in meaningful quantities. Vegetables add fibre, vitamins and antioxidants to a meal, and they increase the satiety factor without piling on the calories. Look for meals with leafy greens, tomatoes, cucumbers, carrots and peppers for a nutritional boost. Nutritious Sauces and Dressings: Healthy fast food options often feature sauces or dressings made from whole ingredients. Olive oil-based dressings, hummus or avocado-based spreads add flavour and healthy fats without the sugar and preservatives found in many traditional sauces. Herbs and Spices Over Excess Salt: Healthy chains often use fresh herbs and spices to flavour food rather than relying heavily on salt. Ingredients like basil, coriander and chili flakes not only add flavour but also provide antioxidants and anti-inflammatory compounds, supporting overall health. Examples of Healthy Fast Food Choices in the UK In the UK, several fast food chains and eateries have responded to the demand for healthier options by emphasising fresh ingredients, clean oils and balanced meals. Here are some examples: LEON: Known for their motto “Naturally Fast Food,” LEON offers dishes such as grilled chicken salads and falafel wraps. They use olive oil and rapeseed oil, which are low in saturated fats and high in healthy unsaturated fats, supporting heart health. Pret A Manger: Pret serves a variety of salads, wraps and soups made with fresh, whole ingredients. They use olive oil for dressings and often list nutritional information, allowing customers to make informed choices. Tossed: This chain offers build-your-own salads and grain bowls, focusing on fresh vegetables, lean proteins and whole grains. Tossed also provides nutritional information for each meal component, making it easy to customise a healthy, balanced meal. Tips for Making Healthy Fast Food Choices on the Go When eating on the go, it’s helpful to know what to look for to ensure you’re choosing the best healthy fast food options available. Here are some practical tips: Look for the Nutritional Information: Many fast food chains, especially health-focused ones, provide detailed nutritional information. Look for meals that are lower in saturated fats and salt, with a good balance of protein, carbs and fats. Choose Water or Fruit Juices Over Sugary Drinks: Sugar-sweetened beverages can add hundreds of unnecessary calories to your meal. Opting for water or a small serving of natural fruit juice can save you these calories and prevent a rapid blood sugar spike. Just be mindful of portion sizes, as fruit juices contain natural sugars. Customise Your Order: Many places allow you to adjust, like asking for sauce on the side, swapping refined grains for whole grains or adding extra vegetables. Skip or Limit High-Calorie Toppings: Ingredients like cheese, bacon or creamy sauces can add unnecessary fat and calories. Opt for healthier additions like avocado, hummus or extra veggies. So Can You Mind Healthy Fast Food Options On The Go In The UK? The fast food industry in the UK is evolving, and health fast food options are now more widely available than ever. From whole ingredients to healthier oils and balanced macronutrient profiles, healthy fast food options are becoming the norm rather than the exception. By making smart choices, such as opting for grilled proteins, whole grains and plenty of vegetables, you can enjoy a fast, tasty meal without sacrificing nutrition. Whether you’re in a rush or simply prefer to eat on the go, these healthier fast food options provide the best of both worlds – convenience and good nutrition. Get in touch today and our expert team will be able to guide you through how utilising healthy fast food options in the UK can benefit your business!

The latest sales trends and developments

Distrifood magazine provides a monthly overview of supermarket figures based on data from market research company GfK. This includes developments such as total supermarket sales, online sales, Sunday and evening sales and the share of private label. So far this year, supermarket sales have grown moderately. There have even been periods where sales have been lower than last year. This is problematic in the light of food inflation. Periods 6 and 7 have been the weakest so far for Dutch supermarkets and the impact of the tobacco ban, which came into effect on 1 July, is clearly reflected in the figures. However, a slight recovery in sales can be seen in period 8. Online sales as a proportion of supermarket sales have started to rise again, peaking at 8.7% in January. For the current year, this share has fluctuated between 7.9% and 8.7 %. The online share has increased from 7.7 % a year ago to 8.0 % now. With a revenue share of 7.9 % up to period 7 and several times above 8 %, Sunday shopping is becoming increasingly important in the sector. Conversely, the importance of promotions in supermarket sales has decreased compared to last year. Period 6 had the lowest share, while it increased slightly in periods 7 and 8. The share of private label continues to grow, exceeding 50 % in 2023. In addition, the importance of evening sales increases, reaching 8.3% in the current year to period 8 inclusive, and a peak of 8.7% last summer. To get in touch with our Netherlands team Contact Us

Colruyt Group acquires Delitraiteur from Louis Delhaize Group

Founded in 1990, Delitraiteur is the specialist in meal solutions with more than 200 freshly prepared dishes. Delitraiteur is open 7 days a week, from 7.30am to 10pm. In addition to its unique range of meals, Delitraiteur offers a wide range of food products, including more than 1.000 Belgian products and numerous exclusive items. Today there are 40 shops in Belgium and one in Luxembourg, all but three of which are operated by independent entrepreneurs. This acquisition allows Colruyt Group to grow further and focus more on an offer that provides convenience to the customer. This therefore fits within the group’s strategic objectives. Jo Willemyns, COO Food Retail Colruyt Group: “We see that customers have a greater need for convenience and are looking for easy and healthy meals. In the past few years, we have already put a lot of effort into this. We increased our presence in the cities, we opened Okay Direct where customers can do their shopping 24/7, we expanded the fresh range at Okay and we recently participated in BON – the gourmet bar offering high-quality, home-made on-the-go products. Acquisitions are also part of our growth strategy. The acquisition of Delitraiteur will allow Colruyt Group to focus even more on a convenience offer, with ready-to-heat and ready-to-eat meals.” Colruyt Group reached an agreement to acquire 100% of Delitraiteur’s shares. All shops will remain and the brand name will also be retained. The current management will remain on board to further pursue the unique and highly distinctive concept in the market together with Colruyt Group. “Delitraiteur is a nice retailer, driven by convenience and innovative products. As such it is an interesting outlet for new brands entering the market. However for international players dealing directly with the Belgian market, the volume is not always there, which often makes it logistically not viable. Hopefully an integration into the Colruyt Group could offer the scale and volume needed”, says Philip Horemans, MD of Green Seed Belgium. The acquisition has yet to be approved by the Belgian Competition Authority. Colruyt expects to complete the deal in the first quarter of 2025. To get in touch with our Belgium team Contact Us

Nutrition Report 2024 – Trends and Opportunities in the German Food Retail Market

The BMEL Nutrition Report 2024, conducted annually by the market research institute Forsa on behalf of the Federal Ministry of Food and Agriculture (BMEL) surveys around 1,000 citizens aged 14 and over to provide a current picture of eating and shopping habits in Germany. The findings clearly show that plant-based nutrition remains a stable trend. Alternatives to animal products have become well-established in German kitchens, offering significant opportunities for companies entering the German market.Here are the key insights from the report: Focus on animal welfare and organic products65% of Germans now pay attention to the animal welfare label when shopping, almost twice as many as in 2015. The EU organic label is also gaining importance, with 59% of consumers actively looking for it, compared to 47% in 2015. Growing acceptance of plant-based alternativesThe proportion of Germans regularly buying vegetarian or vegan alternatives has significantly increased. 39% of respondents now regularly choose these products, a 10 percentage point increase since 2020. Among 14- to 29-year-olds, 58% regularly purchase plant-based alternatives, and 18% consume these products daily. Flexitarians on the rise41% of the population identify as flexitarian, actively contributing to a more plant-based diet. Together with vegetarians and vegans, these groups now represent more than half of German consumers, creating a strong market for producers of meat alternatives. Health and taste remain central99% of respondents cited taste as the most important factor when choosing food. Health is also a top priority, especially among women: 97% of women emphasize healthy eating, compared to 85% of men. Decline in meat consumptionOnly 23% of Germans eat meat or sausage daily, an 11 percentage point decrease since 2015. At the same time, per capita consumption of meat and sausages has dropped to the lowest level since records began, now at 51.6 kg per year, which is 9.3 kg less than in 2018. Nutri-Score as a key guideThe Nutri-Score has become an important purchasing guide for German consumers. 88% of respondents have noticed it on packaging, and 37% say it directly influences their buying decisions. Increasing importance of regional and seasonal products77% of Germans pay closer attention to buying regional products, and 80% prioritize seasonal fruits and vegetables. Demand for plant-based options outside the homeThe plant-based trend extends to out-of-home dining: 37% of respondents want to see more vegetarian or vegan options in restaurants, canteens, and from delivery services. Consumer support for better animal welfare and organic farmingGermans expect more political commitment to improving animal welfare and sustainable agriculture. 88% support the expansion of organic farming, while 91% are willing to pay more for meat if the money goes directly to farmers. The Nutrition Report 2024 shows that the German food market is moving steadily towards plant-based and sustainable products. This creates tremendous opportunities for foreign companies in the food & drink sector to establish themselves in Germany with innovative and health-conscious offerings. To get in touch with our Germany team Contact Us

Revolutionising Food Retail: The Emergence of Aura Retail

The recent alliance between Intermarché, Auchan, and Casino under the name Aura Retail is creating significant ripples in the French food retail sector. By combining resources, this alliance brings an unprecedented strength to the market, setting a new benchmark with an impressive €62.5 billion in annual revenue. As it steps into the arena, Aura Retail promises transformative changes in both pricing and strategy across the French grocery landscape. Strength in Numbers: Market Control and Reach With a collective hold over 29% of the food retail market, Aura Retail has become the top purchasing group in France, even surpassing longstanding leaders such as E. Leclerc. The alliance now oversees 15,000 stores globally, with the majority—13,000 stores—located within France. This expansive reach not only increases their market influence but also positions Aura Retail as a major player in the shaping of food pricing and competitive strategies. Streamlining Purchases for Competitive Pricing Aura Retail’s food purchasing operations, led primarily by Intermarché, have introduced a system that centralizes purchasing across three dedicated centres, overseeing tenders for 215 major brands and private labels. This streamlined approach allows the alliance to negotiate better deals with suppliers, potentially reducing costs that can benefit consumers. The impact of such centralized purchasing could prove vital as inflation pressures continue to affect the retail market, making affordable food options a priority for French families. Elevating Private Labels to New Heights With the growing consumer interest in private labels, Aura Retail is focusing on this segment by centralizing store brand tenders. This shift not only enhances competitiveness but also boosts profitability within the private label sector. According to recent 2024 studies, private labels now represent over 35% of food sales in France, marking a significant increase from previous years. By harnessing this trend, Aura Retail aims to bring high-quality private label options to a broader audience, which can further strengthen customer loyalty. Expanding Influence Beyond Borders: Partnerships with Everest and Epic Aura Retail’s ambitions extend beyond French borders through partnerships with international alliances, such as Everest and Epic, adding leverage to its bargaining power. These partnerships bring Aura Retail in direct collaboration with 40 global FMCG giants, strengthening their position when negotiating international contracts and creating opportunities to expand the presence of French retail products abroad. To safeguard small and local producers, the alliance has pledged to negotiate through separate channels, ensuring that smaller suppliers maintain a foothold and remain competitive in this evolving environment. Looking Ahead: The Future of French Food Retail The Aura Retail alliance marks a pivotal moment in the French food retail sector, showcasing a new way to leverage cooperative strength in a highly competitive landscape. As they navigate new challenges and opportunities, the alliance’s impact on market dynamics could bring lasting changes for both consumers and suppliers. In conclusion, Aura Retail’s strategic moves reflect a broader trend within the industry toward collaboration and centralization, setting a precedent that may shape the future of French retail. Whether this approach will prove sustainable remains to be seen, but one thing is clear—Aura Retail has positioned itself as a key player to watch in the years ahead. To get in touch with our France team Contact Us

Frozen Foods, a category with a real future

The Frozen Food retail sector in Portugal increased by 13% in value to £1.57 billion over the last year, and by 6% in volume. Consumers recognize that frozen foods can last much longer if kept under correct conditions while also saving them time by reducing the frequency of shopping trips. Moreover, we have to add that they are now often more fresh, sustainable and packaged in an eco-friendly way. For example frozen fish certifications such as the MSC (Marine Stweardship Council) reassure consumers that catch practices are sustainable. And these combined with FAS practices (Frozen @ Sea) provide evidence that the fish they will eat is safe and as fresh as it gets. In terms of preservation, blast freezing processes retain the freshness of the foods from the collection point or production date. The growing concerns with eco-friendly packaging have driven manufacturers and retailers to demand FSC Certification. Another increasingly hot topic today has to do with food waste. Recent research demonstrates that it is possible to refreeze the product after thawing, provided adequate defrosting processes were used, which is particularly important for raw products. So, consumers have enough time to consume due to longer shelf lives and can refreeze part of the raw ingredients which have been thawed. A great advantage when compared to chilled foods as far as food waste is concerned. Other than the traditional categories such as raw foods, ice cream or vegetables, ready meals and meal components are increasing their share in the frozen aisle. The challenge for manufacturers is that the freezer cabinets are not easy to expand and new items will come at the expense of the space of existing ones. Other than a few leading powerful international companies, it is the retailer who is taking the lead in terms of innovation and assortment. That is why private label is almost a pre-condition to do business in the sector. And the PL sector is increasingly segmented allowing the development of specific niches that cater to consumer clusters. So, despite the above restrictions there could be opportunities for smaller players if they can cope with retailers’ demands and offer the required quality and differentiation at the right price. To sum up, frozen foods will continue to expand as a sector within the supermarkets and so will the space allocated to it. We will also see the development of shops that will only sell frozen products either generic or specific to a category. That will be the case with premium meat retailers, as is already taking place in the US. The major drawback is still the consumer’s journey back home which can affect the products’ condition due to the lack of suitable bags combined with weather conditions and longer journeys. This is something that retailers need to address – with home delivery being one solution. Or indeed by designing containers that provide safe transportation and can be returned to the shop once used. Luis Garcia, MD Green Seed Portugal To get in touch with our Portugal team Contact Us

UK Food Marketing Calendar

Plan your 2025 marketing strategy with our UK Food Marketing Calendar. This essential guide highlights national food days, seasonal events such as Veganuary and Mother’s Day, helping you connect with consumers, improve brand visibility and create timely marketing campaigns that truly engage your audience, especially for popular UK national food days! January (Month Long) Dry January Veganuary Ginuary National Slow Cooking Month 15/01/2025: Brew Monday 16/01/2025: Hot & Spicy Food Day 23/01/2025: International Sticky Toffee Pudding Day 25/01/2025: Burns Night 27/01/2025: International Chocolate Cake Day 29/01/2025: Chinese New Year (Year of the Snake) February 02/02/2025: Yorkshire Pudding Day 05/02/2025: World Nutella Day 09/02/2025: National Pizza Day 10/02/2025: World Pulses Day 14/02/2024: Valentines Day March 03/03/2025-09/03/2025: British Pie Week, National Butchers’ Week 04/03/2025: Shrove Tuesday (Pancake Day) 17/03/2025-19/03/2025: International Food & Drink Event (ExCel London) 22/03/2025-23/03/2025: The Bath & West Food & Drink Festival 25/03/2025: International Waffle Day 30/03/2025: Mother’s Day (UK) April 04/04/2025: International Carrot Day 07/04/2025: World Health Day 07/04/2025-09/04/2025: Food & Drink Expo, Farm Shop & Deli Show, National Convenience Show (Birmingham) 16/04/2025-20/04/2025: York Food & Drink Festival 18/04/2025: Good Friday (UK) 18/04/2025-20/04/2025: Broadstairs Easter Food Festival 20/04/2025: Easter Sunday 21/04/2025: National Tea Day 23/04/2025-30/04/2025: Great British Beef Week24/04/2025: National Pigs in a Blanket Day May 01/05/2025-08/05/2025: Time for a Cuppa Week (dementia) 02/05/2025: World Tuna Day 03/05/2025-05/05/2025: Foodies Festival (Brighton) 09/05/2025-11/05/2025: Foodies Festival (Cardiff) 10/05/2025: World Fairtrade Day 13/05/2025: World Cocktail Day 13/05/2025: International Hummus Day 16/05/2025-18/05/2025: St Ives Food & Drink Festival (Porthminster) 17/05/2025: World Baking Day 17/05/2025: World Whisky Day 18/05/2025-24/05/2025: British Sandwich Week 19/05/25-25/05/2025: Vegetarian Week 21/05/2025: International Tea Day 24/05/2025-26/05/2025: Malton Food Festival (Yorkshire) 24/05/2025-26/05/2025: Foodies Festival (Syon Park, London) 26/05/2025-01/06/2025: National Barbecue Week 29/05/2025: National Biscuit Day 30/05/2025-01/06/2025: Foodies Festival (St Albans) June 01/06/2025: World Milk Day 03/06/2025: World Cider Day 04/06/2025: National Cheese Day 06/06/2025-08/06/2025: Foodies Festival (Guildford) 07/06/2025: World Food Safety Day 07/06/2025-08/06/2025: British Wild Food Festival (Shropshire) 12/06/2025: International Falafel Day 14/06/2025: World Gin Day 15/06/2025: Beer Day Britian 15/06/2025: Father’s Day 16/06/2025-22/06/2025: Diabetes Prevention Week 18/06/2025: International Sushi Day 20/06/2025-22/06/2025: Foodies Festival (Chelmsford) 20/06/2025-22/06/2025: Cheltenham Food & Drink Festival 21/06/2025—29/06/2025: English Wine Week 27/06/2025: National Cream Tea Day 27/06/2025: International Pineapple Day 28/06/2025-29/06/2025: The Harrogate Food & Drink Festival (Ripley Castle) 30/06/2025-01/07/2025: International Bar and Beverage Trade Show (Tobacco Dock, London) July (Month Long) Ice Cream Month 07/07/2025: World Chocolate Day 07/07/2025-13/07/2025: Great British Pea Week 11/07/2025-13/07/2025: Foodies Festival (Tatton Park) 13/07/2025: World Rum Day 16/07/2025: National Cherry Day 16/07/2025: National Hot Dog Day 18/07/2025-20/07/2025: Foodies Festival (Winchester) 19/07/2025-20/07/2025: National Geographic Traveller Food Festival 24/07/2025: National Tequila Day August 01/08/2025-03/08/2025: Foodies Festival (Edinburgh) 02/08/2025: International Beer Day 04/08/2025-10/08/2025: National Allotments Week 08/08/2025: National Oatcake Day 08/08/2025-10/08/2025: Foodies Festival (Glasgow) 10/08/2025: National S’mores Day 11/08/2025: National Bakewell Tart Day 11/08/2025-17/08/2025: Afternoon Tea Week 13/08/2025: National Prosecco Day 22/08/2025: World Plant Milk Day 23/08/2025-25/08/2025: Foodies Festival (Oxford) 24/08/2025-25/08/2025: Maldon Food and Drink Festival 28/08/2025: National Burger Day 28/08/2025-1/09/2025: Vegan Camp Out Festival (Hertfordshire) 29/08/2025-31/08/2025: Foodies Festival (Bath) 30/08/2025: International Bacon Day September (Month Long) Organic September Sourdough September National Tofu Month National Mushroom Month 01/09/2025-05/09/2025: Zero Waste Week 01/09/2025-07/09/2025: Love Lamb Week 04/09/2025: Eat an Extra Dessert Day 06/09/2025: National Fish & Chips Day 09/09/2025-15/09/2025: National Rice Week 09/09/2025-22/09/2025: Fairtrade Fortnite 09/09/2025-10/09/2025: Speciality Fine Food Fair (Olympia London) 13/09/2025-14/09/2025: Feasty Fest (Surrey) 17/09/2025-02/10/2025: October British Food Fortnight 20/09/2025: World Paella Day 21/09/2025: National Chai Day 23/09/2025: National Bacon Butty Day 24/09/2025-25/09/2025: National Restaurant, Pub and Bar Show, Lunch!, Casual Dining Show (ExCel London) 24/09/2025-25/09/2025: Future Food-Tech (London) 25/09/2025: Apple Day 26/09/2025: World Dumpling Day 27/09/2025: World’s Biggest Coffee Morning 27/09/2025-28/09/2025: Aldeburgh Food & Drink Festival (Suffolk) 30/09/2025-01/10/2025: Restaurant & Takeaway Innovation Expo (ExCel London) October 01/10/2025: World Vegetarian Day 01/10/2025: International Coffee Day 06/10/2025-12/10/2025: National Curry Week 10/10/2025: World Egg Day 14/10/2025-20/10/2025: National Baking Week 16/10/2025: World Food Day 19/10/2025: International Gin and Tonic Day 20/10/2025: International Chefs Day 25/10/2025: World Pasta Day 25/10/2025: Global Champagne Day 31/10/2025: Halloween November (Month Long) World Vegan Month 01/11/2025: World Vegan Day 03/11/2025: World Sandwich Day 05/11/2025: Bonfire Night 8/11/2025: National Cappuccino Day 09/11/2025: British Pudding Day 12/11/2025: Chicken Nugget Day 24/11/2025: Stir Up Sunday December 2/12/2025: English Breakfast Day 15/12/2025: National Cupcake Day 24/12/2025: National Eggnog Day 25/12/2025: Christmas Day 26/12/2025: Boxing Day 31/12/2025: New Year’s Eve Our UK Food Marketing Calendar makes it simple to stay one step ahead in 2025. By aligning your campaigns with key UK national food days and seasonal moments, you’ll ensure your marketing stays relevant, consistent, and effective all year round. We suggest selecting a few key events each month that align with your business and creating social content to promote both the occasion and your brand. To help you get started, we’ve highlighted the days we believe are most valuable for engagement. Looking to maximise these opportunities? Get in touch with our team to see how we can help turn important dates into powerful marketing campaigns.

The Green Seed Series: Spain – Opportunities for international food and drink under the sun

Discover the latest consumer and category trends in the Spainish food and drink market, offering opportunities for international food and drink under the sun .js-image {display: none;} .layout-pt-md {padding-top: 0px!important;} To get in touch with our Spain team Contact Us

The Rise of Plant-Based Food Brands: How to Market to Eco-Conscious Consumers  

In recent years, the food industry has witnessed a significant shift as plant-based diets have moved from the fringes of society to the mainstream. The rise of dairy alternatives as part of the plant-based food movement has played a crucial role in this transformation. Once considered niche or only for vegetarians and vegans, plant-based foods are now embraced by a wide range of consumers, from flexitarians and health-conscious individuals to those driven by environmental concerns. As this market continues to expand, plant-based food brands face both opportunities and challenges in reaching and resonating with eco-conscious consumers. In this blog post, we will explore the factors driving the rise of plant-based food brands, the unique characteristics of eco-conscious consumers and effective strategies for marketing to this growing segment. We’ll also look at successful case studies and offer actionable tips for brands looking to tap into this dynamic market. The Rise of Plant-Based Food Brands: What’s Driving the Trend?  Health and Wellness   One of the most significant drivers behind the rise of plant-based foods is the growing awareness of health and wellness. Consumers are increasingly looking for ways to improve their diets, reduce their intake of animal products and embrace foods that are perceived as healthier. Ingredients like pea protein, which is commonly used in plant-based meat products, contribute to the nutritional profile by providing protein content and enhancing texture. Plant-based diets are often associated with a lower risk of chronic diseases, weight management and overall well-being.  Emphasising Natural Ingredients and Avoiding Additives  As consumers become more health-conscious, many are seeking out plant-based products made from simple, natural ingredients rather than heavily processed alternatives. This shift towards cleaner labels reflects a growing demand for transparency in ingredient sourcing, as well as a preference for foods free from artificial additives, preservatives and chemical ingredients. By focusing on whole foods and plant-based products made with minimal processing, brands can appeal to consumers looking for healthier, more natural options that align with their desire to eat clean and live sustainably.  Key Insight: Brands that emphasise the health benefits of their plant-based products, such as being low in saturated fats, high in fibre or rich in vitamins and minerals, can appeal to health-conscious consumers. Packaging, labelling and marketing materials should clearly communicate these benefits.  Environmental Concerns   Environmental sustainability is another powerful factor driving the popularity of plant-based foods. As awareness of climate change, deforestation and resource depletion grows, many consumers are seeking ways to reduce their environmental impact. Plant-based diets are often seen as a more sustainable option, as they generally require fewer resources and produce less greenhouse gas emissions compared to animal-based diets. Soya beans, a primary ingredient in many plant-based products, are particularly noted for their high protein and fibre content, as well as their lower environmental footprint.  Key Insight: Eco-conscious consumers are motivated by the environmental impact of their choices. Brands that highlight their commitment to sustainability, such as using eco-friendly packaging, sourcing ingredients responsibly and reducing carbon footprints, can build strong connections with these consumers.  Animal Welfare For many consumers, ethical concerns about animal welfare are a significant reason for choosing plant-based products. The desire to avoid contributing to the suffering of animals in factory farming has led to a rise in veganism and vegetarianism, and by extension, a demand for plant-based alternatives designed to mimic the taste and texture of animal meat.  Key Insight: Brands can resonate with consumers who prioritise animal welfare by promoting their products as cruelty-free and emphasising ethical sourcing practices. Storytelling around the brand’s mission to protect animals can be a powerful marketing tool.  Culinary Innovation in Plant Based Meat Alternatives  The plant-based food sector has benefited immensely from culinary innovation. Advances in food technology have made it possible to create plant-based products that closely mimic the taste, texture, and appearance of animal-based foods, such as chicken strips. Additionally, the use of coconut oil in these products enhances their texture, providing a cheese-like consistency in dairy alternatives and improving the mouthfeel of meat substitutes. This innovation has made plant-based eating more accessible and appealing to a broader audience.  Key Insight: Highlighting the taste, texture and culinary versatility of plant-based products can attract consumers who are curious but hesitant to try plant-based foods. Offering recipes, cooking tips and product usage ideas can also enhance appeal.  Social and Cultural Shifts   The plant-based movement has also gained momentum due to broader social and cultural shifts. Celebrities, influencers and athletes endorsing plant-based diets have played a significant role in normalising and popularising plant-based eating. Additionally, the growing popularity of vegan bacon as a plant-based alternative has captured consumer interest, highlighting its nutritional benefits such as being fortified with iron and B12, and its high protein content. Documentaries and social media campaigns have raised awareness of the benefits of plant-based diets, further driving consumer interest.  Key Insight: Leveraging social proof, such as endorsements from influencers or partnerships with public figures who advocate for plant-based eating, can enhance brand credibility and appeal to consumers.  Understanding Eco-Conscious Consumers: Who Are They? Demographics   Eco-conscious consumers are often younger, more educated and more likely to live in urban areas. Millennials and Gen Z are leading the charge when it comes to adopting plant-based diets, driven by concerns for their health, the environment and animal welfare. These generations are also more likely to be influenced by social media and online communities when making purchasing decisions.   Values Eco-conscious consumers prioritise sustainability, ethical practices and transparency. They are more likely to support brands that align with their values and are willing to pay a premium for products that are organic, non-GMO or sustainably sourced. They also tend to be sceptical of greenwashing, so authenticity is crucial.   Behaviour   These consumers often engage in research before making purchases, seeking out information on the environmental impact of products, company ethics and ingredient sourcing. They value brands that provide clear and honest information about their practices and are more likely to support companies that are transparent about their supply chain and environmental initiatives.   Key Insight: Understanding the motivations, values and behaviours of eco-conscious consumers is essential for creating effective marketing strategies. Brands that align with these values and communicate them effectively can build strong, loyal relationships with this consumer segment.   Marketing Strategies for Plant-Based Food Brands   Emphasise Transparency and Authenticity   Eco-conscious consumers value transparency and are quick to spot inauthenticity. Brands should be open about their sourcing practices, ingredient lists and environmental impact. Providing detailed information on packaging, websites and marketing materials can build trust and loyalty.   Actionable Tip: Create a dedicated section on your website that outlines your brand’s commitment to sustainability, ethical sourcing and transparency. Include third-party certifications, such as organic, non-GMO or fair trade, to bolster credibility. Leverage Social Media and Influencers   Social media is a powerful tool for reaching eco-conscious consumers, particularly younger generations. Brands can use platforms like Instagram, TikTok and Pinterest to showcase their products, share recipes and engage with their audience. Collaborating with influencers who share your brand’s values can amplify your message and reach a broader audience.   Actionable Tip: Partner with plant-based or sustainability-focused influencers for product reviews, giveaways or social media takeovers. Ensure that the influencers you choose align with your brand values to maintain authenticity.   Create Engaging Content   Content marketing is an effective way to educate and engage eco-conscious consumers. Brands can create blog posts, videos and social media content that highlights the benefits of plant-based eating, provides cooking tips and shares the brand’s sustainability journey. Storytelling is a powerful way to connect with consumers on an emotional level.   Actionable Tip: Develop a content calendar that includes blog posts, recipes and behind-the-scenes videos that showcase your brand’s commitment to sustainability and the deliciousness of your plant-based products. Use SEO strategies to ensure your content ranks well in search engines.   Offer Sampling and Promotions   Sampling can be a highly effective way to convert curious consumers into loyal customers. Offering free samples at events, in-store or through online promotions allows consumers to try your product risk-free. Promotions, such as discounts or bundle deals, can also encourage trial and repeat purchases.   Actionable Tip: Consider partnering with local events, farmers’ markets or eco-conscious festivals to offer samples of your plant-based products. Additionally, offer online promotions for first-time customers to encourage them to try your products.   Focus on Packaging   Sustainable packaging is a priority for eco-conscious consumers. Brands should invest in eco-friendly packaging solutions, such as recyclable, compostable or reusable materials. Packaging should also clearly communicate the product’s benefits, sustainability credentials and brand story.   Actionable Tip: Highlight your use of sustainable packaging on your website, social media and product labels. Consider using minimalist designs that reflect your brand’s eco-friendly ethos and reduce excess waste.   Engage in Community and Environmental Initiatives   Brands that actively engage in community and environmental initiatives can strengthen their connection with eco-conscious consumers. This could include participating in tree planting programs, supporting local farmers or donating a portion of profits to environmental causes.   Actionable Tip: Regularly participate in or sponsor community and environmental events that align with your brand values. Share your involvement through press releases, social media and email newsletters to showcase your commitment to making a positive impact Highlight Taste and Convenience   While sustainability and ethics are important, taste and convenience are still key factors for many consumers. Brands should emphasise the delicious taste, ease of preparation and versatility of their plant-based products in their marketing efforts.   Actionable Tip: Create and share easy-to-follow recipes that demonstrate how your plant-based products can be used in everyday meals. Highlight time-saving aspects, such as pre-prepared ingredients or ready-to-eat options, to appeal to busy consumers.   Utilise Data-Driven Marketing   Understanding your audience’s behaviour, preferences and purchasing patterns can help you create more targeted and effective marketing campaigns. Utilising data analytics can provide insights into which products are most popular, which marketing channels are most effective and how consumers are interacting with your brand.   Actionable Tip: Use data analytics tools to track and analyse customer behaviour on your website, social media and e-commerce platforms. Use this data to refine your marketing strategies and personalise your messaging for different segments of your audience.   Conclusion  The plant-based food movement is more than just a trend; it’s a fundamental shift in consumer preferences driven by a desire for healthier, more sustainable and ethically produced foods. Brands that embrace transparency, natural ingredients and eco-friendly practices can build strong connections with this growing segment of consumers. By focusing on health benefits, environmental impact and the simplicity of natural ingredients, plant-based food brands have the opportunity to thrive in this expanding market, meeting the evolving needs of today’s eco-conscious shoppers. 

Consumer demand is back! CPS GfK experts explain what has changed in consumer behaviour

The FMCG market has had a serious problem for a long time, which is the decline in consumption but the first half of 2024 has been much better for the industry. Is demand coming back? What changed and why did the consumer finally start buying more? The positive mood of Poles in the context of thinking about the future, their own finances and what the global and domestic economy will bring are the most important factors responsible for the increase in consumption. Since January 2024, these sentiments have improved significantly and are currently at the level of 3.5 on the scale set by CPS GfK. In comparison, the average in the European Union is -12.9. Polish consumers are most concerned about their own and their family’s safety. This concern is shared by 43 % of surveyed households, which marks a change compared to the end of 2023, because then the most important concern was the family budget (53%, but now only 40%). The third most important concern of consumers is the quality of the food they eat and whether they take care of their body. “It’s not about going from white to black, e.g. giving up sugar in one day. It’s about changes that make you feel that you don’t have to give up on certain qualities of the product, e.g. taste, but choose items that have less fat and less sugar, thanks to which you can control your calorie intake.” Fewer and fewer consumers look anxiously at prices on store shelves. In Spring 2024, 30 % of respondents voiced pricing concerns, which is an improvement compared to spring 2023, when it was 39% (and 55% at its recent peak in Spring 2022). Currently 37 % of households estimate that they are barely able to meet their financial needs, a 6% improvement, while a similar proportion assessing their finances as comfortable has increased. To get in touch with our Poland team Contact Us

No added sugars, protein and functional: which foods are winners

Light and sugar-free products are still among those most chosen by consumers Everyone is crazy about ‘light’ and ‘sugar-free’ products: whether it is the result of increasingly unscrupulous marketing or the umpteenth trend popularized by social networks, it is a fact that Italians are increasingly sensitive to the nutritional benefits – real or presumed – indicated on labels with the adverb ‘without’. Thus, from foods ‘without added sugars’ (and richer, from time to time, in proteins, ‘good fats’ or lactic ferments) to the now usual ‘lactose-free’ and ‘gluten-free’, up to ‘egg-free’ – the real surprise of the year – the market is growing rapidly and is increasingly segmented. The data has emerged from the latest edition of the Immagino Observatory of Gs1 Italy, a non-profit organization that brings together 40,000 companies and represents a point of reference in the mass consumption sector. In 2023, the best performance was recorded by the indication ‘no added sugars’ (+5.4% in volume and +18.5% in value compared to 2022). Of the 12 claims in the ‘rich-in’ world, all, except ‘iodine’, increased their turnover: in particular, the products with the claims ‘lactic ferments’ (+0.3%) and ‘proteins’ (+1.2%) are those that increased the volumes sold the most. Protein foods are not affected by the crisis, on the contrary: in recent years they have become real ‘superstars’ – much to the chagrin of nephrologists, who continue to warn of the risks deriving from an excessive and immoderate intake of proteins on the kidneys. On the other hand, products designed for food intolerances are suffering the weight of inflation (+6.2% sales in value, but -3.9% in volume); those holding up better are ‘lactose-free’ (-1.3% in volume and +8.9% in value) and, although still a minority, ‘egg-free’ (+3.6% in volume, +12.8% in value). The Gs1 Italy observatory – the only organization to monitor the average nutritional intake of packaged food products sold in large-scale retail trade – revealed that, out of 82,422 products purchased in a year, the average incidence of proteins increased and that of sugars decreased, while the share of fats and carbohydrates remained stable. The ‘gluten-free’ category continues to dominate this universe, with 8,581 products and 3.2 billion euros in sales (+5.2%), but with volumes down by -4.4%, mainly due to the downward trend of cold cuts, mayonnaise and Easter eggs. Among the labels that held up best is the ‘lactose-free’ category, which lost less volume than the average (-1.3%) and increased turnover (+8.9%), mainly thanks to ‘functional’ yogurts. The ‘egg-free’ niche is growing both in value (+12.8%) and volume (+3.6%), particularly in the world of pasta (fresh or dry) and healthy biscuits. To get in touch with our Italy team Contact Us

Developments in the E-Food Market: The Delivery Services Race

The online grocery market in Germany is experiencing a dynamic growth phase. While quick commerce services like Gorillas and Flink are declining, established providers like Rewe, Picnic, and Knuspr are focusing on sustainable expansion and optimized logistics solutions. Here are the key developments and numbers: Rewe: Stable Expansion and Innovative Solutions Rewe has established itself as a significant player in the E-Food market, with an estimated online revenue between 680 million and one billion euros. Rewe has covered large parts of Germany and works with external drivers and fleets to flexibly respond to demand fluctuations. Picnic: Aggressive Expansion and Market Leadership Picnic, in which Edeka holds a one-third stake, is expanding aggressively with weekly new hub openings. An automated high-bay warehouse in Oberhausen aims to enhance efficiency and achieve Ebitda profitability. Picnic targets young families and is continuously growing in North Rhine-Westphalia. Knuspr: High-Quality Products and Ambitious Goals Knuspr, a subsidiary of the Czech Rohlik Group, plans to go public in the medium term. With a broad product range and highly automated warehouses, Knuspr focuses on profitable growth. The Rohlik Group generated around 700 million euros in 2023, with a significant share coming from the German market. Flaschenpost: Largest Network, but Challenges in the Food Sector Flaschenpost, acquired by the Oetker Group, has the largest network of all providers and is represented nationwide. The beverage specialist faces challenges in the food sector and has introduced separate minimum order values for beverages and food. Wolt: International Presence and Local Partnerships Wolt, the only truly international delivery service in Germany, works with local partners such as Tegut and individual Edeka retailers. Despite partnerships, Wolt faces resistance from retailers reluctant to share their data. Wolt is also experimenting with delivering non-food items like Ikea products. Market Developments and Outlook The E-Food market in Germany is steadily growing. In 2023, the online share was about 3 percent, corresponding to 7.5 billion euros. The challenge lies in balancing expansion, innovation, and profitability. Significant changes could occur if discounters like Aldi and the Schwarz Group (Lidl, Kaufland) increase their market presence. To get in touch with our Germany team Contact Us

Consumer behaviour highly resilient in the face of changing market situations

Over the last few years we have seen turmoil in the international political and economic environment which has directly impacted the short- and mid-term behaviour of both consumers and trade. One only needs to think of the conflict in Ukraine and the dramatic influence on raw material prices leading to huge price inflation in and outside the food sector. Or more recently the very high impact of exploding worldwide cacao prices. Despite all of the above it is interesting to see how in time consumers seem to be highly flexible and strongly resilient in the way they adapt to the new situation. The Dutch branch of consultancy Deloitte have identified top trends among consumers in their latest annual consumer behaviour report with some interesting findings: Reducing concerns about increasing prices Where in 2023 89% of Dutch consumers claimed to be very worried about increasing food prices this percentage decreased for 2024 to 83%. While still high in absolute terms, shoppers explain their reduced worries due to changes in behaviour by their ability to buy cheaper products e.g. own label products and products more often on promotion. Increasing use of loyalty cards The percentage of people using loyalty cards is growing. Some 69% of consumers say they use a loyalty card at their primary food retailer, but even 49% now use a loyalty card at their secondary choice store (and even 39% at their third). Retailers are growing their insights into the buying needs and behaviour of their different consumer groups. High penetration of self-scan Self scanning has a high penetration in Dutch food retail but this penetration is growing further. 81% of consumers are using now self-scanning vs. only 74% 2 years ago. Already 9% are using their mobile phones to do so. Minimum order amount for online delivery is less of a barrier The online share of the Dutch Food retail sector keeps growing. This is caused by several reasons but an important one is that for more and more consumers the required minimum order amount for home delivery is less of a barrier allowing more consumers to star using this service. Reduction of meat consumption is losing popularity The percentage of Dutch consumers claiming to reduce their meat consumption has decreased from 38% (last year) to 33%. At the same time consumers are also buying fewer meat alternatives (from 40% last year to 34%). In an era where plant-based and Vegan are so strongly promoted this is quite an outcome. These trends in consumer behaviour show that consumer shopping and consumption habits change both in line (but sometimes contrary) to overall market and social developments. Let’s not underestimate their resilience. Pim Haasdijk, MD Green Seed The Netherlands To get in touch with our Netherlands team Contact Us

The Green Seed Series: France, a passion for great food and drink

Discover the latest consumer and category trends in the French food and drink market, which delivered a great love and passion for all you can eat and drink. .js-image {display: none;} .layout-pt-md {padding-top: 0px!important;} To get in touch with our France team Contact Us

Paris 2024 Olympics: a boost for the grocery retail sector

The Paris 2024 Olympics significantly boosted sales in the grocery retail sector across France. According to NielsenIQ, sales of fast-moving consumer goods (FMCG) saw strong growth during the two-week competition. The Paris area, Île-de-France, the main host of the Olympic events, experienced notable growth with a +7.9% increase in value and +11% in units sold, accounting for over a third of national gains. Stores located near Olympic venues saw their revenue rise by 19%, while other regions, like Hauts-de-France (north of France), contributed 15% of the overall gains. Nationwide, FMCG sales rose by +4.4% in units sold and +2.8% in value, outperforming the London 2012 Olympics, which had only a +0.4% increase. Warm weather played a crucial role, with 81% of gains coming from categories sensitive to high temperatures. Sales of still water jumped by +50%, followed by non-alcoholic beverages and ice cream, with brands like Cristaline, Coca-Cola, and Evian leading the sales. The festive atmosphere of the event also contributed, with 12% of gains in Paris coming from “aperitif” products. Overall, the Olympics provided a significant boost to the grocery retail sector, demonstrating the potential of major sporting events to drive local economic growth. To get in touch with our France team Contact Us

Why Aldi is also testing a loyalty programme now

In Belgium, Aldi Nord is testing a savings programme in its app for the first time. Shoppers can save points to redeem them for free products. Of course, this is more than just a means of customer loyalty. The pilot project is being tested in some 70 Aldi shops in West Flanders and northern Hainaut, a representative region with both urban, rural and bilingual shops. The test is co-driven and followed up from Germany by Aldi Nord with a view to a possible international roll-out. Aldi must be just about the last retailer to launch a loyalty programme – rival Lidl has been offering discounts in its Plus app for some time. It appears a remarkable strategic change of direction for the discounter, which avoids complexity as much as possible. However, the initiative does not seem illogical: with more than 440 shops and a market penetration of over 80%, Aldi can hardly grow in Belgium by opening additional branches or attracting new customers. A savings programme could encourage occasional customers to come more often and buy more. “With the new functions in our app, we want to reward our loyal customers more on top of our low prices and weekly promotions. So a customer who frequently shops at Aldi will save extra in a smart and easy way,” says spokesman Jason Sevestre. But that may not be the full explanation. An app does more than redeem points and give discounts, it collects valuable data for Aldi: personalised data on customers’ buying behaviour. Such data has become crucial in competition: it allows to better tailor assortment and promotions to customers’ needs and to send customers targeted offers over time. Retailers can also market data by selling them to suppliers – an aspect that is less of an issue for Aldi with its limited range of branded products, but still: the discounter reaches a broad audience that can be of interest to a lot of advertisers. So let’s wait and see what Aldi intends to do with the data collected. To get in touch with our Belgium team Contact Us

The consumption of food supplements in Spain has already achieved a sales level of more than €2 billion with more than 300 companies selling mainly through pharmacies, the natural channel and on-line marketplaces

The food supplements market in Spain, according to a Euromonitor survey in 2023, could continue to grow at a rate of 5%+ per annum over the next 5 years. The main reasons behind that growth are demographic developments in Spain (more than 20% of population is aged 65 years+, and projected to be 25% in year 2028), the increase in allergies and intolerances and the overall concern for a healthy lifestyle. These developments present however some challenges due to the lack of common EU regulations and harmonization, the still pending clarification of levels of vitamins and minerals to be contained in a “food supplement” and the clarification of usage of herbs and medicinal plants. According to the AINIA Food Technology Institute survey on Consumers Opinion (November 2023) clearly the preferred compositions are multivitamins, minerals and plants, followed by probiotics. The current drivers for consumption of these products in Spain are energy and revitalising boosts, immune system facilitators, relaxation and sleep-aid products and then the hair/nail segment, according to AFEPADI (The Spanish association of Food Supplements companies) who also state in their annual report 2023 that more than 78% of Spanish consumers claim to use or have used food supplements in their normal diet. AFEPADI groups together more than 130 companies, with 11,000 employees fostering innovation in the sector and awareness of the quality and benefits of the Spanish food supplements. In this respect the important VITAFOODS Trade show will be celebrated in Barcelona in 2025 as testimony of the growing weight of the Spanish consumption in the European context after Germany and Italy. Food supplements together with sport nutrition and weight control complements open a significant window of opportunity for development in Spain. To get in touch with our Spain team Contact Us

Plant based sausages and burgers down in volume while less processed proteins are in strong growth

As Tofoo now claims to be the second biggest brand in chilled UK plant based meat alternatives (after Quorn), the swing away from ultra processed meat alternatives appears to be gaining pace. Kantar data quoted in The Grocer report meat alternative sausages down 11.1% and burgers 4.8% in volume (52 w/e 9 June 2024). Tofu, seitan (in its infancy) and tempeh are all benefiting from the trend and boast a very tight ingredients list and minimal processing, with tempeh as a fermented product also boasting attractive gut health credentials. Plant based meat alternatives are being purchased year round. The hype around Veganuary is fast disappearing as brands seek to win over consumers for regular purchasing. Bigger brands are responding to consumer behaviour with changes in recipe formulation: Beyond Meat has been expanding its range in the US with a cleaner ingredient line up, while its new sausage range Sun Sausage focuses on vegetables rather than seeking to replicate traditional meats. It’s also interesting to note that some smaller challenger brands are highlighting the sustainability message with local sourcing of plant based ingredients to win over consumers. Shicken sources peas for pea protein grown in East Anglia, while Hooba, a new mushroom based meat alternative, grows and produces all its products entirely on one site in the UK. To get in touch with our UK team Contact Us

Welcome to Adil Khan, Green Seed Group’s new MD for the Middle East region

Green Seed Group UK Managing Director Simon Waring asks Adil to share some insights on opportunities. Simon: Which markets should be the focus for companies wanting to start selling food & drink products in the Middle East (ME) region? Adil: First and foremost, companies should know about the size of the two biggest economies of the six countries that make up the Gulf Cooperation Council (GCC) countries within the Middle East region namely, Saudi Arabia and the UAE. The total population of these two countries is 46mn – nearly 78% of the total GCC population of 59mn. And the total GDP of these two countries is nearly $1,500bn – nearly 72% of the total GDP of the GCC. The total GDP of both the Saudi Arabia and the UAE is nearly twice the GDP of Poland; nearly equal to Spain’s and about half that of Italy. Simon: What would your key messages be for companies considering exporting to the region? Consumers in these ME countries are increasingly conscious about food quality and safety. It’s important your products meet the highest standards of quality and comply with local regulations. The trend towards online shopping has caught on in a big way in the ME.Establishing a strong online presence and partnering with local e-commerce platforms can help you reach a wider audience.  There is a rising awareness of health and sustainability among ME consumers. Products that are healthy, organic, or sustainably sourced are gaining popularity. Networking and building relationships with local distributors, retailers, and stakeholders are crucial. In-person meetings by visiting the markets and at tradeshows are an important element of maintaining these relationships. Simon: It’s not a ‘one size fits all’ across the region in terms of regulations and labelling either, is it? Adil: Yes, that’s right, each ME country has its own set of regulations and standards for food and beverage products. It is therefore important to be well-versed with these requirements to comply with all necessary certifications and approvals. And finally Effective marketing and branding strategies are essential to stand out in a competitive market.  Simon: Can you throw some light on the market size and growth trends of the key markets? Adil: The food & drink sector in the UAE is estimated to be worth around $16 billion. The market has been experiencing steady growth, with an annual growth rate of approximately 5%. Factors driving growth include a rising population, increasing urbanisation, and a growing tourism industry. But the sector in Saudi Arabia is significantly larger, with an estimated value of $70 billion. Growth in the market has been robust, averaging around 6% annually. The expansion is fuelled by a growing population, rising disposable income, and government initiativesto boost the hospitality and tourism sectors. Simon: How about consumer preferences and behaviour? Adil: Consumers in the UAE have diverse preferences, influenced by the multicultural nature of the population.There is a growing demand for healthy and organic food options, as well as international cuisines. Convenience is a key factor driving consumer choices, leading to the popularity of delivery services and grab-and-go options. The picture in Saudi Arabia is a little different. Traditional Saudi cuisine holds significant cultural importance, but there is also a growing interest in international cuisines, particularly among urban youth. Family dining is common, with a preference for large portions and shared meals. Halal certification is essential for many consumers, reflecting religious dietary preferences. Simon: Which food and drink categories have been growing most strongly in recent times in the ME region? Adil: There are a few I would particularly highlight: Health and Wellness Products: There is a significant rise in demand for organic, natural, and health-focused products. This includes plant-based foods, gluten-free items, and products with added health benefits like probiotics. Convenience and Ready-to-eat Foods: Ready-to-eat meals, snacks, and beverages that cater to busy lifestyles are increasingly popular. This trend is driven by the need for quick and easy meal solutions. Dairy and Dairy Alternatives: Traditional dairy products continue to be popular, but there is also growing interest in dairy alternatives such as almond milk, soy milk, and other plant-based options. Premium and Gourmet Foods: With rising disposable incomes, consumers are more willing to spend on high-quality, premium, and gourmet food products. This includes specialty cheeses, fine chocolates, and artisanal products. Functional Foods and Beverages: Products that offer additional health benefits, such as fortified foods and beverages with added vitamins, minerals, or antioxidants, are gaining traction. Sustainable and Ethically Sourced Products: There is a growing preference for products that are sustainably sourced and ethically produced. This includes items with eco-friendly packaging and those that support fair trade practices. Simon: How can Green Seed ME support food & drink companies wanting to do business in the GCC region? Adil: We can support food and drink companies looking to enter the ME market in several ways: Market Research and Insights: This information can help companies tailor their products and strategies to meet local demands effectively. Regulatory Guidance: GS ME offers guidance on compliance with local food safety standards, labelling requirements, and other regulatory aspects, ensuring that your products meet all necessary criteria. Networking and Partnerships: GS ME can facilitate connections with local distributors, retailers, and other key stakeholders. Building strong relationships in the region is crucial for successful market entry and expansion. Marketing and Branding Support: Effective marketing and branding are essential to stand out in the competitive ME market. GS ME can assist with developing and executing marketing strategies that resonate with local consumers, including digital marketing, social media campaigns, and traditional advertising. E-commerce Integration: With the growing trend of online shopping in the ME, we can help companies establish a strong online presence. This includes guidance, advice and connecting to local firms that can assist in setting up e-commerce platforms, optimising for search engines, and leveraging online marketplaces to reach a broader audience. Logistics and Distribution: We can provide support and advice in setting up supply chain operations, including introductions to warehousing, transportation, and inventory management organisations. Sustainability and Ethical Practices: We can advise companies on adopting sustainable and ethical practices, which are increasingly important to GCC consumers. This includes sourcing sustainable ingredients, reducing environmental impact, and promoting fair trade practices. Simon: Thanks Adil, it sounds like there is a lot of potential and we look forward to building a lot of business for food and beverage companies in the region together! To get in touch with Adil Khan, Managing Director Green Seed Middle East at akhan@greenseedgroup.ae Contact Us

Why a sizeable number of Italians will buy branded products only when they are on promotion

52% of Italians say they buy branded products only when they are on sale, on promotion or discounted, while private labels are gaining ground precisely because, for 55% of the population, they are better value. Furthermore consumers plan to buy more private label in the future, especially in the home care (50%) and packaged food (33%) segments. This trend is revealed by data from the EY Future Consumer Index, which surveyed the opinions of 23,000 citizens around the world on several topics. The reader should bear in mind that the sample in Italy totals 500 individuals and that therefore the results should be read in terms of the trend illustrated rather than the precise percentage. It is also confirmed by what we see on weekly basis in the negotiations with retailers where there is an increase in the demand for promotions (in store and on line) and for extensive price cuts. One of the trends that emerges from the survey and that is linked to the area of spending is the contribution of influencers, creators, bloggers or vloggers (now increasingly regulated by law) in purchasing decisions. These figures have a significant role in the decision-making process, so much so that 51% of respondents rely on products recommended or promoted by influencers, while 43% admitted to having made a purchase exclusively on the basis of such a recommendation or promotion. This is taken in considerations and included in the marketing budgets allocated on all brands we deal with at Green Seed Italy. Tools and technologies are also changing the spending scenario. Consumers’ preference – especially Millennials and Gen Z – for using shopping apps is transforming the retail landscape, also generating new opportunities for brands. Amongst the main reasons for using apps includes the desire to access exclusive discounts and offers (50%), greater convenience (45%), and attraction to promotions or offers reserved for app users (34%). This data highlights a significant change in consumer purchasing behaviour, as they feel increasingly comfortable sharing personal data in exchange for personalized experiences and recommendations on possible alternatives. However, despite the enthusiasm for new technologies, people remain cautious about the security of their personal information: 62% of respondents are concerned about how their data is managed while 63% fear a breach of their data and hacker attacks and 70% fear identity theft or fraud. Economic accessibility is the dominant priority, in line with the behaviour highlighted above. However, the survey also shows that sustainability remains a key area of interest for consumers, especially Italians. This leads 95% to make an effort not to waste food and 58% to regularly recycle or reuse products after use. 35% of consumers are increasingly oriented towards purchasing second-hand items (a growing market), and 74% will try to repair, and not replace, if possible to do so. As for attention to health and well-being, which is also on the podium of priorities, 73% expect to be more aware and attentive to this issue in the long term, for example by preferring the purchase of healthy products (42%), but also by reducing the purchase of alcoholic beverages (51%) or tobacco in the coming months (46%). Sauro Musiani, MD Green Seed Italy To get in touch with our Italy team Contact Us

Top Food PR Trends in 2024

The food and beverage industry is an ever-evolving landscape, with new trends constantly reshaping how brands engage with consumers. Several emerging trends in food public relations (PR) are set to significantly impact current food trends such as matcha, fresh herbs, and exotic flavours. Staying ahead of these trends is crucial for food brands aiming to maintain a competitive edge. Here, we explore the top food PR trends currently in 2024, offering insights and strategies to help brands navigate the dynamic food marketing environment. Embracing Sustainable Food Production and Transparency The Rise of Eco-Conscious Consumers In 2024, sustainability continues to be a dominant force in consumer decision-making. Eco-conscious consumers are increasingly demanding transparency from brands about their environmental impact. Food brands must prioritise sustainable practices, from sourcing ingredients to packaging, to meet these expectations. Public relations strategies should highlight these efforts, showcasing how the brand is contributing to a greener planet. Additionally, reducing food waste is crucial as part of these sustainable practices, addressing both environmental impact and consumer trends toward sustainability. Communicating Authenticity Transparency goes hand in hand with authenticity. Consumers are savvy and can easily spot greenwashing. It’s crucial for brands to be genuine in their sustainability claims. PR campaigns should focus on honest storytelling, using data and real-life examples to back up sustainability claims. This builds trust and credibility, essential components of a strong brand reputation. Leveraging Digital Transformation in the Food Industry The Power of Social Media Social media continues to be a powerful tool for food PR in 2024. Platforms like Instagram, TikTok, and Pinterest are ideal for visually appealing food content. Brands should leverage these platforms to create engaging and shareable content, such as recipes, behind-the-scenes looks, and user-generated content. Interactive features like polls, quizzes, and live cooking demonstrations can further boost engagement. Influencer Partnerships Influencer marketing remains a key strategy for reaching target audiences. Collaborating with influencers who align with the brand’s values can help amplify its message and reach a broader audience. In 2024, micro-influencers and nano-influencers, with their highly engaged and loyal followers, are expected to play a significant role in food PR campaigns. Focus on Health Benefits and Wellness Meeting the Demand for Healthier Options Consumers are becoming more health-conscious, seeking out nutritious and wholesome food options. Food brands should respond by highlighting the health benefits of their products in PR campaigns. This includes promoting clean ingredients, nutritional information, and the absence of artificial additives. Collaborating with nutritionists and health experts can lend credibility to these claims. Addressing Dietary Preferences and Restrictions With the rise of various dietary preferences and restrictions, such as vegan, gluten-free, and keto, brands need to cater to diverse consumer needs. PR strategies should emphasise how the brand accommodates these dietary preferences. Showcasing versatile product applications and sharing customer success stories can help resonate with health-conscious consumers. The Importance of Storytelling Crafting Compelling Brand Narratives Storytelling is a powerful tool in food PR. In 2024, brands should focus on crafting compelling narratives that connect with consumers on an emotional level. This includes sharing the brand’s origin story, mission, and values. Highlighting the people behind the brand, such as founders, farmers, and chefs, adds a human touch that resonates with audiences. Utilising Visual Storytelling Visual storytelling, through high-quality images and videos, is particularly effective in the food industry. Beautifully shot photos and engaging videos can evoke emotions and create a strong brand connection. PR campaigns should incorporate visual content that tells a story, whether it’s the journey of an ingredient from farm to table or the joy of sharing a meal with loved ones. Innovative Product Launches Creating Buzz with Unique Launch Events Product launches are a critical aspect of food PR. In 2024, brands should think outside the box to create buzzworthy launch events. This could include virtual tasting events, interactive cooking classes, or pop-up experiences. Engaging influencers and media in these events can help generate excitement and media coverage. Leveraging Limited-Time Offers Limited-time offers (LTOs) are an effective way to create urgency and excitement around new products. PR campaigns should highlight the exclusivity and limited availability of these offers. Collaborating with popular influencers to promote LTOs can amplify the reach and create a sense of FOMO (fear of missing out) among consumers. Personalisation and Consumer Engagement Tailoring Experiences to Individual Consumers Personalisation is a growing trend in food PR. Brands should focus on creating personalised experiences for consumers, whether through customised product recommendations, targeted email campaigns, or interactive online experiences. Utilising data and analytics can help brands understand consumer preferences and tailor their PR strategies accordingly. Encouraging User-Generated Content User-generated content (UGC) is a valuable asset for food brands. Encouraging consumers to share their experiences with the brand on social media can enhance authenticity and trust. PR campaigns should create opportunities for consumers to contribute content, such as photo contests, recipe challenges, and branded hashtags. Featuring UGC in marketing materials further strengthens the brand-community connection. Navigating Regulatory Challenges Staying Compliant with Food Regulations The food industry is heavily regulated, and staying compliant with these regulations is crucial for maintaining a positive brand image. PR strategies should ensure that all claims made about the product are backed by scientific evidence and comply with local and international regulations. This includes clear labelling, accurate nutritional information, and truthful advertising. Proactive Crisis Management Regulatory challenges can sometimes lead to PR crises. Having a proactive crisis management plan in place is essential. This includes monitoring potential issues, preparing crisis communication materials, and training spokespersons. Transparency and prompt communication are key to mitigating the impact of any regulatory issues on the brand’s reputation. Engaging with Local Communities Building Local Partnerships Local partnerships can significantly enhance a brand’s PR efforts. Collaborating with local farmers, chefs, and artisans not only supports the local economy but also adds authenticity to the brand. PR campaigns should highlight these partnerships, showcasing the brand’s commitment to the community and local sourcing. Supporting Community Initiatives and Reducing Food Waste Supporting community initiatives, such as food banks, school programs, and sustainability projects, can strengthen a brand’s reputation. PR strategies should emphasise the brand’s involvement in these initiatives, demonstrating its dedication to making a positive impact. Engaging with local media to cover these efforts can further enhance visibility and goodwill. Conclusion By embracing sustainability and transparency, leveraging digital transformation, focusing on health and wellness, and crafting compelling narratives, food brands can effectively engage with consumers. Innovative product launches, personalisation, navigating regulatory challenges, and engaging with local communities are also key strategies to consider. Staying ahead of these trends will help food brands build strong, lasting relationships with their audiences and maintain a competitive edge in the ever-evolving food industry.

Auchan Poland and Intermarché are starting a purchasing alliance.

Auchan Polska and Intermarche have formed a purchasing alliance and want to create joint purchasing structures for the next 10 years. Both chains applied to the President of the Office of Competition and Consumer Protection for consent to consolidation. The partners expect that their cooperation will translate into strengthening relationships with suppliers – by expanding their business prospects, as well as increasing the attractiveness of the prices of the products offered as a result of combining the purchasing power of both brands. The final beneficiaries of the established alliance will be Polish consumers, who will gain access to a wider range of products at prices that allow them to manage their household budgets more efficiently. Intermarché and Auchan Polska intend to become equal owners of newly established legal entities, which, as central purchasing units, will represent both chains in talks with suppliers. If the Office of Competition and Consumer Protection consents to the fusion, a binding agreement will be concluded between the networks by the end of Q3 this year. To get in touch with our Poland team Contact Us

S Group Finland consolidates its position as market leader

“We estimate that in the grocery trade, our sales grew better than the rest of the Finnish market in the first quarter. A diverse and affordable shopping basket is a key promise”. It is the S Group’s strategy established over 20 years ago that has resulted in the group becoming market leader with 50% market share in grocery retail. At an early stage the group sent out a clear message for the way it wanted to operate by asking suppliers simply to be suppliers and not be involved in trade promotions or have sales representatives visit stores – with a clear focus on pricing and simplicity. Decisions made over 20 years ago by a farsighted management team have created the base for today’s success. To get in touch with our Nordic team Contact Us

Hot-Chip: The viral spicy snack phenomenon from the Czech Republic

A spicy snack as a viral product? What seems impossible has been achieved by the Czech company Hot-Chip. Founded out of love for chili, it quickly gained fame by offering truly spicy chips. Today, after three turbulent years, during which the company’s products were available on 35 global markets, Hot-Chip is reaching a higher level in the production of high-quality spicy dishes. In 2019, chili pepper lovers in Ostrava, Czech Republic, were looking for a snack that would satisfy their need for spicy flavours. After many unsuccessful attempts, they decided to produce such a snack themselves. This is how the Hot-Chip company was created.  Its main product was initially HOT-CHIP Challenge, tortilla chips made from the hottest peppers in the world – Carolina Reaper and Trinidad Moruga Scorpion. Thanks to the unique taste of the chips and the company’s unique promotion on social media, the company gained fame, which allowed it to quickly expand its operations outside the Czech Republic. Soon, Hot-Chip products hit the markets of Slovakia, Germany, Austria, France and Denmark, and then dozens of other global markets.  The imagination and creativity of the company’s creators have placed chili in jams, sauces and honey and expanded beyond the culinary traditions of the Czech Republic and Europe, with variations on African, Mexican (of course!) and Indian cuisine. To get in touch with our Poland team Contact Us

Supermarket shoppers are happy to make healthier choices but don’t want to be patronised

Scientists at the University of Groningen (RUG), in collaboration with the Top Sector Agri & Food, Wageningen University & Research (WUR) and the Dutch supermarket industry, have studied consumer trends over the past five years. The research aimed to gain insight into the challenges supermarkets face in promoting healthy and sustainable choices, under the title ‘Transparent, Healthy and Sustainable’. The results of the research were recently presented. They show that consumers appreciate help in making responsible choices, but do not want to feel forced. Supermarkets benefit from empowering customers to make responsible choices and can take advantage of the research findings. Greater transparency about the health and sustainability of products, for example through the Nutri-Score label, can help consumers. However, other measures such as promotional activities are also needed to encourage consumers to buy healthy products. As consumers buy the majority of their food in supermarkets, it is essential that supermarkets play a role in promoting healthy habits. While there is still a demand for unhealthy products, it is not realistic to completely remove them from the shelves. Therefore, in order to encourage healthy choices, supermarkets need to try other ways. To get in touch with our Netherlands team Contact Us

Health-conscious consumers: What they expect from the retail grocery sector

A recent survey by the leading German grocery trade magazine Lebensmittel Zeitung has revealed what health-conscious consumers expect from the retail grocery sector. This summary shows the key findings as well as informative insights how to reach the health-conscious German target group.  1. Transparency and information Clear labelling: Consumers place great importance on detailed information about product origins and ingredients. Ingredient lists: Precise and easy to understand ingredient lists are essential. Green Seed’s recommendation: Ensure that your product labels are clear and understandable in German. Provide comprehensive information about origins and ingredients to build trust. 2. Quality and freshness High-quality products: Freshness and quality are paramount. Consumers expect a high standard of food products. Avoidance of additives: There is a clear preference for products without artificial additives. Green Seed’s recommendation: Focus on top-quality products and avoid artificial additives. Emphasise the freshness of your products to stand out from the competition. 3. Sustainability and environmental protection Eco-friendly packaging: Reducing plastic and using sustainable packaging materials are highly valued. Organic and regional products: There is strong demand for a wide range of organic and locally produced foods. Green Seed’s recommendation: Use eco-friendly packaging and highlight the sustainable aspects of your products. An organic certification can give you a competitive edge. 4. Ethics and fairness Fair production conditions: Consumers want products that are produced under fair working conditions. Animal welfare: Animal welfare is another significant factor in purchasing decisions. Green Seed’s recommendation: Communicate transparent information about fair production conditions and animal welfare measures. This can strengthen your brand in the German market. 5. Health and wellness Healthy alternatives: There is growing interest in healthy and nutrient-rich products, such as superfoods and vegan options. Free from: Products that are free from allergens and other problematic ingredients are preferred. Green Seed’s recommendation: Expand your range to include healthy and allergen-free alternatives. Products like superfoods and vegan options are particularly in demand. To reach health-conscious consumers in Germany, it is crucial to consider their needs and thereby also support the retail sector. Improved labelling, an expanded range of organic and regional products, sustainable packaging, and transparent communication about the origin and production of your products are essential steps. To get in touch with our Germany team Contact Us

The global decline in innovation: a threat to the attractiveness of retail markets?

Innovation has been a key driver of growth and diversity in global markets for many years. However, a significant decline in innovation in the food industry is now threatening the wealth of choice available to consumers and the economic vitality of SMEs. Last year in France, according to Circana, new products accounted for just 0.6% of food sales in retail, 4 times less than five years ago. Innovations, levers for development In 2023, according to ProtéinesXTC, despite a slight recovery, global food innovation grew by only 3.9% (VS -12.7% in 2022), well below expectations, while in France, it grew by 8.2% (VS -23.3% in 2022). In France, “pleasure” is by far the most important aspect of food innovation at 61% and continued to gain ground in 2023 with +3.8 pts whereas the rest of Europe is “only” at 54%. This means that bringing pleasure to consumers must be a key factor in the development of innovations. Health is in second place at 17% but lost interest with a drop of 4.1 pts. French people are not as much interested in the health aspects as the rest of the Europe (24.2%). Ethics and convenience round out the reasons for purchase, with an average of 7% each and a fairly stable trend in France, rates that are similar to the rest of Europe. The main barriers to innovation The barriers to innovation are numerous and often interdependent: Financial risks: Innovation is costly; commodity prices have risen sharply as a result of a number of crisis (Covid-19, geopolitical conflicts, climate change), making R&D investments riskier than ever. Whereas before 2022, the one-year mortality rate for food innovations was 80%, “non- essential” innovations are now simply no longer being launched. Consumer demands: Consumer expectations are increasingly high. They are indeed more concerned about the costs of their purchases with inflation, as they still want quality products at the lowest price possible. This increases the complexity and cost of developing new products, which are on average 30% more expensive. The impact on SMEs According to Circana, the ranges of national brands fell by 2.9% compared with the previous year, while the range of value line products rose by 7.7%. Small and medium-sized enterprises (SMEs) were particularly hard hit, with their shares of supply falling to 3.9%. Unlike large groups, they have limited resources to invest in long-term projects with no guaranteed return on investment. As a result, SMEs risk losing competitiveness and, in some cases, disappearing from the market. Consequences for the market and consumers The decline in innovation has a direct impact on the diversity of products available to consumers. Less innovation means less choice, which can lead to a uniformity of products on supermarket shelves. Manufacturers, on the other hand, tend to focus their innovations on those that have the best chance of success. Moreover, the gradual disappearance of mid-range products in favour of low-cost or premium ranges is further limiting consumers’ options. Products whose positioning is not clearly fixed at one end or the other might no longer emerge. Conclusion To revitalise the market and meet consumer expectations, it is crucial that brands and retailers return to innovation. This will require both incentive policies and a stable economic environment. Innovation is not only essential for economic growth, but also for maintaining a diversified and attractive offer for consumers. Without this revitalisation, markets are likely to decline, to the detriment of the entire value chain. The future of innovation will depend on how to overcome these challenges and create an ecosystem where innovation can once again flourish, ensuring renewed diversity and attractiveness in global markets. The impact on SMEs According to Circana, the ranges of national brands fell by 2.9% compared with the previous year, while the range of value line products rose by 7.7%. Small and medium-sized enterprises (SMEs) were particularly hard hit, with their shares of supply falling to 3.9%. Unlike large groups, they have limited resources to invest in long-term projects with no guaranteed return on investment. As a result, SMEs risk losing competitiveness and, in some cases, disappearing from the market. Consequences for the market and consumers The decline in innovation has a direct impact on the diversity of products available to consumers. Less innovation means less choice, which can lead to a uniformity of products on supermarket shelves. Manufacturers, on the other hand, tend to focus their innovations on those that have the best chance of success. Moreover, the gradual disappearance of mid-range products in favour of low-cost or premium ranges is further limiting consumers’ options. Products whose positioning is not clearly fixed at one end or the other might no longer emerge. Conclusion To revitalise the market and meet consumer expectations, it is crucial that brands and retailers return to innovation. This will require both incentive policies and a stable economic environment. Innovation is not only essential for economic growth, but also for maintaining a diversified and attractive offer for consumers. Without this revitalisation, markets are likely to decline, to the detriment of the entire value chain. The future of innovation will depend on how to overcome these challenges and create an ecosystem where innovation can once again flourish, ensuring renewed diversity and attractiveness in global markets. Sophie DelcroixManaging Director, Green Seed France To get in touch with our France team Contact Us

Product Development and Launch Strategies in the Food Industry

The food industry is a dynamic and competitive field where innovation is key to staying relevant and capturing market share. Developing and launching new food products requires a meticulous approach to ensure success. This blog delves into the critical steps and strategies for effective product development in food and launch in the food industry. 1. Market Research and Analysis Understanding Consumer Trends In The Food Industry Successful food industry product development starts with a deep understanding of consumer trends. This includes dietary preferences (e.g., gluten-free, vegan), health and wellness trends, and cultural influences on food choices. Tools such as surveys, focus groups, and social media listening can provide valuable insights. Understanding what drives consumer choices allows companies to create products that meet the evolving needs and desires of their target market. For instance, the rising demand for plant-based products reflects a broader shift towards health-conscious and environmentally friendly eating habits. Idea generation based on these consumer trends is crucial for developing innovative new products. Additionally, understanding demographic shifts can provide valuable insights. For example, millennials and Gen Z consumers often prioritise sustainability and ethical sourcing, influencing their purchasing decisions. These younger generations are also more likely to experiment with global cuisines, creating opportunities for new and exotic food industry products. By staying attuned to these trends, companies can innovate and align their product development in the food industry with consumer expectations, increasing the likelihood of a successful product launch. Competitive Analysis Analysing competitors helps identify market gaps and areas for differentiation. This involves studying existing products, their performance, pricing strategies, and consumer feedback. Competitive analysis provides a benchmark for your product, highlighting what works well and where competitors fall short. For example, if competitors’ products receive negative feedback for high sugar content, there may be an opportunity to develop a healthier alternative. Understanding these patterns allows companies to strategically position their products, ensuring they offer unique benefits in a particular market. 2. Concept Development Ideation and Brainstorming Generating ideas through brainstorming sessions with cross-functional teams can lead to innovative concepts. Involving chefs, food scientists, marketers, and consumer insights specialists ensures a holistic approach. Diverse perspectives help in identifying unique product ideas that resonate with different consumer segments. For instance, a chef might propose a unique flavour combination, while a marketer might suggest a packaging design that stands out on the shelf. Brainstorming sessions can benefit from structured techniques like mind mapping or the SCAMPER method (Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse). These techniques can stimulate creative thinking and help teams explore various possibilities. Additionally, engaging in co-creation sessions with consumers can provide first hand insights into their preferences and unmet needs, ensuring that the product concept is aligned with market demand. This collaborative approach fosters innovation and increases the chances of developing a successful product. Feasibility Studies Assess the feasibility of each concept in terms of the food industry development process, including production capabilities, ingredient availability, and cost. This step often involves creating initial prototypes and conducting sensory evaluations to refine the product. Feasibility studies help identify potential challenges early on, allowing for adjustments before significant resources are invested. This ensures that the product can be produced efficiently, cost-effectively, and at a quality that meets consumer expectations. 3. Product Design and Development Recipe Development and Testing Developing a recipe that meets taste expectations and nutritional goals is a critical step. Multiple iterations and sensory evaluations are often needed to perfect the recipe. The goal is to create a product that not only tastes great but also aligns with brand values and consumer preferences. This might involve balancing flavours, textures, and nutritional profiles to create a product that stands out in the market. Involving a panel of sensory experts and potential consumers in taste tests can provide valuable feedback on the product’s appeal. This feedback helps in refining the recipe to achieve the desired taste and texture. Additionally, considering dietary trends and nutritional guidelines can enhance the product’s health appeal. For instance, reducing sugar or salt content, adding functional ingredients like probiotics or vitamins, or ensuring the product is free from common allergens can cater to health-conscious consumers. Iterative testing and refinement ensure that the final product meets high standards of taste, quality, and nutritional value. Pilot Production Before scaling up, conduct pilot production runs as part of the product development in food process to troubleshoot any issues with machinery, ingredient interactions, or packaging. This stage helps in refining processes and ensuring consistent quality. Pilot production is a dress rehearsal for full-scale manufacturing, providing an opportunity to identify and address potential challenges without the risk and expense of a large-scale rollout. By addressing any issues during pilot production, companies can optimise their processes and confidently move forward with full-scale production. Packaging Design Packaging plays a significant role in attracting consumers and ensuring product integrity in the food industry. Design packaging that is functional, appealing, and aligned with brand identity. Consider sustainability in packaging materials as consumers increasingly prefer eco-friendly options. Packaging is often the first point of interaction between the product and the consumer, making it a critical element of the overall product experience. Effective packaging should protect the product from damage and contamination while also communicating its benefits and brand values. Innovative packaging designs, such as resealable pouches or portion-controlled packaging, can enhance convenience and appeal to consumers. Additionally, clear and informative labelling is essential to help consumers make informed choices. Highlighting key attributes such as organic, non-GMO, or gluten-free on the packaging can attract health-conscious buyers. Sustainability is also a growing concern, with many consumers favouring recyclable or biodegradable packaging. Incorporating these elements can enhance the product’s appeal and support broader environmental goals. 4. Pre-Launch Activities Consumer Testing Conduct consumer testing with target demographics to gather feedback and make final adjustments. This can be done through controlled trials, pop-up events, or online sampling. Consumer testing provides real-world insights into how the product is perceived and can highlight any final adjustments needed to meet consumer expectations. Engaging with consumers directly through taste tests or sampling events allows for immediate feedback and interaction, ensuring the product resonates with the intended audience. Branding and Marketing Strategy Develop a compelling brand story and marketing strategy that highlights the unique selling points of the product. This includes creating engaging content, leveraging social media, and planning promotional campaigns. A strong brand story connects emotionally with consumers, differentiating the product in a crowded marketplace, especially within the food industry. For example, emphasising the product’s sustainability, health benefits, or unique ingredients can create a compelling narrative. Effective marketing strategies involve a mix of traditional and digital channels. Social media platforms are powerful tools for building brand awareness and engaging with consumers. Influencer partnerships, content marketing, and interactive campaigns can create buzz and generate interest. Additionally, in-store promotions and sampling can drive trial and conversion. It’s also essential to develop clear and consistent messaging that communicates the product’s benefits and aligns with the brand’s overall identity. A well-crafted marketing strategy ensures that the product reaches its target audience and builds a loyal customer base. Supply Chain and Distribution Planning Within the Food Industry Ensure the supply chain is robust and capable of handling the new product. This involves coordinating with suppliers, distributors, and retailers to ensure timely delivery and shelf placement. A well-managed supply chain is critical for maintaining product availability and quality. This includes sourcing reliable suppliers, managing inventory levels, and ensuring efficient logistics. Collaboration with distributors and retailers is essential for securing shelf space and optimising product placement. Building strong relationships with these partners can facilitate better visibility and positioning in stores. Additionally, implementing technology solutions like inventory management systems can enhance efficiency and reduce the risk of stockouts or overstocking. Effective supply chain and distribution planning ensure that the product is available where and when consumers want it, supporting a solid distribution plan within the food industry. 5. Product Launch Soft Launch Consider a soft launch in a limited market to test the product’s performance and gather real-world feedback. This allows for final adjustments before a full-scale launch. A soft launch provides an opportunity to gauge consumer reactions, test marketing strategies, and identify any operational issues on a smaller scale, minimising risk and providing valuable insights for the broader launch for food industry brand. Full-Scale Launch A full-scale launch should be a well-coordinated effort across all marketing channels. Utilise PR, influencer partnerships, in-store promotions, and online marketing to create buzz. A comprehensive launch plan ensures that the product reaches a wide audience and generates excitement. Effective PR strategies can secure media coverage and endorsements, while influencer partnerships can leverage the reach and credibility of popular personalities. In-store promotions, such as discounts, demos, or special displays, can drive trial and boost sales. Online marketing campaigns, including social media advertising, email marketing, and content marketing, can engage consumers and build brand awareness. Coordinating these efforts ensures a consistent and impactful message across all channels. Additionally, tracking and analysing marketing performance helps in refining strategies and maximising ROI. A successful full-scale launch sets the stage for sustained growth and market penetration in the food industry. Post-Launch Monitoring Monitor sales performance, consumer feedback, and market trends closely. Use this data to make necessary adjustments in marketing strategies or product formulations. Continuous monitoring helps identify any issues early and respond swiftly to maintain product momentum. Regularly engaging with consumers through surveys, social media, and customer service channels provides valuable insights into their experiences and satisfaction, informing adjustments to maintain product relevance and competitiveness. 6. Post-Launch Evaluation and Continuous Improvement in the Food Industry Performance Analysis Analyse sales data, customer reviews, and market reception to evaluate the success of the product. Identify areas for improvement and develop action plans to address them. Performance analysis provides a comprehensive view of how well the product is doing and highlights any areas that may need attention. This involves examining sales trends, understanding the factors driving performance, and identifying any patterns or anomalies. Customer reviews and feedback provide qualitative insights into consumer experiences and satisfaction levels. Positive feedback can highlight strengths to build upon, while negative feedback can pinpoint areas for improvement. Combining quantitative sales data with qualitative feedback gives a well-rounded understanding of the product’s performance. This analysis helps in making informed decisions and prioritising efforts to enhance product features, marketing strategies, or distribution approaches. Continuous performance analysis ensures that the product remains competitive and meets consumer expectations. Iterative Development Product development is an ongoing process. Use insights from the launch to make iterative improvements and consider expanding the product line or introducing variations based on consumer demand. Iterative development involves regularly updating and enhancing the product to keep it relevant and appealing. Expanding the product line can also capitalise on the success of the initial launch, introducing variations to attract new customer segments and increase market share. Customer Engagement Engage with customers through loyalty programs, feedback surveys, and social media interactions. Building a strong relationship with consumers can drive brand loyalty and advocacy. Ongoing engagement helps in maintaining a connection with customers and understanding their evolving needs and preferences. Loyalty programs reward repeat customers, while feedback surveys provide direct insights into customer satisfaction and areas for improvement. Social media platforms offer opportunities for direct interaction with consumers and building community and trust around the brand. Conclusion Developing and launching a new product, in the food industry, is a complex process that requires careful planning, execution, and continuous improvement. By following a structured approach and staying attuned to market needs and trends, food industry companies can successfully introduce innovative products that resonate with consumers and achieve lasting success in the marketplace. Each stage, from market research to post-launch evaluation, plays a critical role in ensuring the product’s success. By prioritising consumer insights, regulatory compliance, and strategic marketing, companies can navigate the challenges of product development and launch, ultimately delivering products that delight consumers and drive business growth. Interested in learning more about how our expert team can assist you with launching your new product within the food industry? Then feel free to get in touch and we’ll be more than happy to help you on the journey to success!

Top 5 keys to success in the French market

Developing a sustainable business in France requires a well-thought-out strategy and a deep understanding of the particular characteristics of the market. Here are 5 key steps to successful market introduction: Defining your objectives and assessing the risks & opportunities: Before trying your luck in France, you must clearly define your objectives and assess the risks and opportunities associated with market entry. Focusing on just one or two markets at a time helps avoid spreading your efforts too thinly. Knowing the French market: Understanding the cultural, economic, and commercial characteristics of the French market is essential. Extensive market research is necessary, but it is also crucial to work with local players to benefit from their expertise. Adapting your distribution strategy: Choosing the right distribution channel is crucial. The expertise of part-time key account managers, professionals who manage and develop relationships with the most strategic players, can be invaluable. Preserving brand identity: It is essential to maintain consistency in brand communication and presentation across all distribution channels. If you are a private label manufacturer, be aware of market standards and expectations before contacting retailers. Avoiding conflicts between distribution channels: It is important to avoid potential conflicts between different distribution channels, particularly in terms of pricing and competition. Keeping a good relationship with all players in the distribution network is essential to ensure the success of national expansion. In short, successfully establishing a presence in France requires careful preparation, in-depth knowledge of target markets, strong local relationships, strategic adaptation and effective management of distribution channels. Green Seed France offers comprehensive assistance throughout the set-up process: market analysis, local partnership development, account management, trade activities, communication and progressive expansion services. Don’t hesitate to contact us! To get in touch with our France team Contact Us

Lidl permanently lowers prices of plant-based products

Lidl is permanently lowering prices of plant-based protein products in Belgium down to the level of the meat equivalent. The retailer will also expand its range and aims to double sales by 2030. The retailer has implemented substantial price cuts for soy yoghurt, organic soy chocolate drink, soy cream and vegan cheese, among others. By eliminating the price difference between animal and plant-based proteins, the discounter aims to make plant-based choices more accessible. A study commissioned by Lidl showed that 4 in 10 Belgians (42%) say they would buy more vegetarian and/or vegan products if they were cheaper. Just under half (49%) are convinced that meat substitutes are also effectively more expensive than their animal protein-based variant. The supermarket chain aims to significantly increase the share of its plant-based protein sources to 20% by 2030. The expansion of its plant-based range includes a variety of pulses, seeds and vegan options to replace meat, eggs and fish. Lidl also plans to increase the share of alternative dairy products to 10%. Meanwhile, the offer of Vemondo, the private label that bundles Lidl’s vegetarian and vegan products includes some 23 items in its permanent range. In Germany, Lidl previously cut prices on plant-based products. Sales there increased by 30%. Will Belgium follow this trend? To get in touch with our Belgium team Contact Us

Nutrition trend: convenience food & food to go

In the current nutrition trend report, The Nutrition Hub highlights that convenience food & food to go has established itself as one of the top trends in the nutrition industry. A total of 170 German experts were consulted, identifying significant developments in family nutrition, product development, and content creation. Key Insights: Health and Sustainability: The trend is increasingly moving towards healthier, more sustainable, and plant-based options. This reflects a growing consumer demand and willingness to pay more for better quality but not necessarily in investing more time in preparation. Technological Support: Digital connections and smart technologies, such as apps and smart kitchen devices, make cooking more efficient and reduce the effort involved, thereby allowing more time for communal eating. Social Changes: Changes in the working world and increasing mobility mean that people are eating on the go more frequently. This promotes the demand for conveniently packaged, nutritious, and affordably priced products. Individualisation and Identity: Social media and cultural shifts are influencing eating habits and fostering an awareness of individual nutritional needs and preferences. What is strengthening the trend for convenience food & food to go? Changing gender roles in society: Advancing equality in society means that the responsibility for food provision and care work is more evenly distributed among the adults in a household. This enhances the demand for quick, easy-to-prepare meals that require little culinary knowledge. New Work and Flexibility: The world of work is changing, and meals are increasingly being consumed outside the traditional family setting. This requires flexible meal solutions that can be integrated into the fast-paced and mobile everyday life. Mobility: Increasing mobility demands ready-to-eat, conveniently packaged, and nutritious products that are healthy, sustainable, and fresh, yet also affordably priced. Individualisation: Eating is increasingly becoming a platform for identity and lifestyles, influenced by social media. This promotes the demand for diverse, adaptable meal options. Outlook and Solutions: The experts predict that the trend will continue, driven by a desire for flexibility in everyday life. It is expected that technological advances will continue to make everyday life easier and make healthier meals more accessible. The Nutrition Hub is a leading think tank and expert community specialising in the future of nutrition. Based in Germany, the Hub brings together nutrition experts, scientists, and industry leaders to collaborate on innovative solutions and strategies for the nutrition industry. Photo Credit: © Nutrition Hub To get in touch with our Germany team Contact Us

Waitrose tie-up with chef Ottolenghi a hit

Following their launch across Waitrose stores nationally in April, the range of 9 cooking pastes, spice mixes and marinades have exceeded sales expectations by 97% due to unprecedented demand, according to The Grocer magazine. Ottolenghi’s cuisine, with an emphasis on vegetables and pulses with a Mediterranean and Middle Eastern flavour, has become increasingly popular with UK consumers, especially foodies interested to try out new recipes at home. The range includes items such as shawarma marinade and Aleppo red chillies, along with Pomegranate Harissa, which has been the top-selling item in the first weeks following launch. This marks the first collaboration with a top chef since the retailer’s association with Heston Blumenthal which ended last year after a long period of partnership. Waitrose is steadily expanding its offer, keen to establish its points of difference especially in range and quality of authentic food and drink ingredients versus its competitors. The move is also indicative of the UK consumer’s undying curiosity for new tastes and flavours, something all suppliers of great tasting products with provenance, made to high ethical standards, if thinking about approaching the UK market. To get in touch with our UK team Contact Us

Brands driving consumer loyalty for retailers

A recent study organized by Kantar (KWP) in cooperation with Centromarca (the Association of Branded Suppliers) revealed that brands have the potential to maintain consumer loyalty in stores for all types of suppliers. This is the case for retailers of both narrow and large assortments. For the former, because this stops them being tempted to look to other stores for their favourite brands. And for the latter as they offer diversity of products that cannot be offered by limited assortment retailers. The retailer is willing to help the consumer to save time by offering an efficient assortment that prioritizes convenience and simplicity, and at the same time caters to consumers’ needs. It was also found that 85% of consumers alternate between narrow and large assortment shops. While 51% of consumers from large assortment retailers can shop at a different outlet if their preferred chocolate brand is cheaper, 53% are willing to pay more for a product which they feel is beneficial for their health. Finally, private label ralready accounts for 47% of total sales, but it has lost some share in categories such as juices and nectars, milk free lactose, cooked ham and butter, amongst others. To get in touch with our Portugal team Contact Us

The boost in market share gain by hard discounters in Spain directly correlated to a 24% increase of private label penetration over the last 5 years

The hard discounters Mercadona and Lidl are the retailers growing their market share at the fastest rate in Spain at the end of the 2023 year, increasing their share by 0.6 and 0.5 percentage points respectively to reach a total share of market of 26.2% and 6.4% according to Kantar data. The share of private label (PL) in both retailers’ portfolios accounts for as much as 75% and 82 % of their total value sales according to the same source (Kantar), and these percentages have not stopped increasing in the last 5 years. This fact would suggest that there is a direct correlation between promoting PL products and gradually increasing market share while – in the case of Mercadona and Lidl, keeping a very tight and similar strategy in store formats: homogeneous stores of around 1,500 sqm with uniform store layouts.If we focus on total food alone, private label in value terms at end 2023 jumped to 57.7% (with a 68.8% share by volume) of total modern retail sales according to Circana-IRI data, with all other retailers also increasing their share of PL as a % of total sales even if not quite as dramatically as Mercadona or Lidl. As a consequence of this trend, 60% of shoppers have reported that they can no longer find some of their preferred brands on the shelves of their chosen supermarket (Expansion article 14th April 2024) and 1 out of 5 shopping baskets ONLY contain private label products (Nielsen). Private label’s value share of the market at end 2023 was 10 percentage points more than 5 years ago and over this timescale has effectively resulted in the removal of a quarter of national brand products from the shelves as private label has increased its assortment by 13%. In this battlefield where retailers are trying to aggressively win market share, shouldn’t brand manufacturers innovate and communicate more intelligently rather than just focusing on price and promotional activities? Shouldn’t they also perhaps rethink their Route-to-Market models? Antonio ObietaManaging Director, Green Seed Spain To get in touch with our Spain team Contact Us

Food & Beverage Sales & Marketing Services we offer at Green Seed

In the food and beverage industry, standing out requires more than just a great product. It necessitates a strategic approach that encompasses thorough market assessment, targeted planning, and seamless execution. At Green Seed, we pride ourselves on offering a comprehensive suite of marketing services designed to help businesses not just survive, but thrive in this dynamic landscape. Market Opportunity Assessment: Uncovering Hidden Gems Embarking on a successful international business journey begins with understanding the lay of the land. Our Market Opportunity Assessment service is the first step towards unlocking the potential of your products. With over three decades of experience in the food and beverage industry, we possess a wealth of insights and expertise to delve deep into market dynamics. From analysing market size, category trends, and competitor landscapes to conducting consumer taste tests and online forums, we leave no stone unturned. Armed with this comprehensive understanding, we identify key selling points and market gaps, laying the groundwork for a compelling market strategy tailored to your brand. Route to Market Strategy: Charting a Course for Success Navigating the intricate maze of market entry and sales requires a well-defined route to market strategy. Our seasoned experts at Green Seed specialise in crafting winning strategies that prioritise market segments, channels, and target customers. Whether it’s establishing direct sales channels, engaging with distributors, or forging strategic partnerships, we evaluate options meticulously to ensure optimal results. With a keen focus on supply chain optimisation, pricing strategies, and business planning, we equip your brand with a roadmap for sustainable growth and market penetration. Food Sales Execution: From Seed to Harvest The journey from ideation to market success is a multifaceted one, and our Food Sales Execution service is designed to guide you every step of the way. Our strategic planning process, aptly named ‘Seed, Incubate, Grow, and Harvest’, encapsulates the essence of our approach. We begin by nurturing your ideas, leveraging our international food marketing expertise to transform concepts into reality. Through meticulous incubation and growth strategies, we tailor plans to suit your brand’s unique proposition, ensuring alignment with market needs and consumer preferences. Finally, we reap the rewards of our collective efforts through meticulous execution, driving sales and fostering sustainable business growth in both domestic and international markets. The Three-Phase Sales Execution Process: Turning Strategy into Action Executing a successful sales strategy requires precision and finesse. Our three-phase sales execution process is meticulously crafted to translate strategic plans into tangible results. From prioritising customers and setting up crucial meetings with buyers to managing listings and fostering brand loyalty, we leave no stone unturned. Our focus extends beyond the sale itself, encompassing post-sales activities and robust customer relationship management to nurture long-term partnerships and drive continued growth. Food and Drink Marketing Services: Elevating Brands on the Global Stage Expanding your food brand overseas opens up a world of opportunities, but it also presents unique challenges. Our dedicated team of seasoned food and beverage marketing experts is here to guide you through every step of the journey. With a deep understanding of your products and global market dynamics, we craft targeted marketing strategies that resonate with consumers worldwide. Leveraging our local knowledge and global perspective, we navigate diverse markets with ease, ensuring seamless integration of marketing efforts for optimal brand exposure and growth. Brand Development: Building Identity and Recognition In the competitive landscape of food and beverage, a strong brand identity is paramount. Our brand development services are designed to help you carve out a distinctive niche in the market. Whether it’s naming, developing, or registering a new brand, our experts work closely with you to communicate your brand’s message and values effectively. With a keen eye on local nuances and consumer preferences, we ensure your brand resonates with audiences across different geographies, driving acceptance and loyalty. Packaging Development: Merging Form with Function Packaging plays a pivotal role in shaping consumer perceptions and driving purchase decisions. Our packaging development services combine aesthetic appeal with functional design, ensuring compliance with local regulations and market requirements. From conceptualisation to production, we guide you through every stage of the process, offering strategic recommendations and comprehensive support to create packaging solutions that captivate and engage consumers. Marketing Plan: A Roadmap for Success A comprehensive marketing plan is the cornerstone of any successful product launch. Our experts collaborate closely with your team to develop tailored marketing strategies that align with your business objectives. From detailed advertising and PR campaigns to trade promotion and social media engagement, we craft holistic marketing plans that drive brand awareness and consumer engagement, setting the stage for sustained growth and market success. Trade Promotion and Exhibitions: Maximising Exposure and Impact Trade promotion and exhibitions are invaluable opportunities to showcase your products and connect with key stakeholders. Our trade marketing strategies are tailored to individual accounts, optimising sales performance and driving business growth. From advising on relevant trade exhibitions to overseeing media communication and engagement, we ensure your brand stands out in a crowded marketplace, fostering meaningful connections and driving sales. Social Media and Consumer PR: Engaging Audiences in the Digital Age In today’s digital age, engaging with consumers on social media is essential for building brand awareness and driving trial. Our social media and consumer PR services encompass influencer campaigns, organic social media management, and digital advertising, creating buzz and excitement around your brand. Through strategic content creation and targeted outreach, we foster meaningful connections with your target audience, driving engagement and loyalty in an increasingly competitive landscape. In conclusion, at Green Seed, we are more than just a marketing agency – we are your partners in success. With our comprehensive suite of services, industry expertise, and unwavering commitment to excellence, we empower brands to thrive in the ever-evolving world of food and beverage. Let us help you unlock your brand’s full potential and take it to new heights of success, both domestically and internationally.

Global warming and heat extremes to threaten food price stability, availability and diversity

According to a new study published in Nature magazine-March ’24 undertaken by researchers of Postdam Institute, Postdam University and the European Central Bank, new evidence confirms how food security is at risk in the immediate future for a large part of our planet. Crop productivity and yields are clearly at risk and as a consequence so are food diversity and availability. The essence of the debate is the pace at which this deterioration will take place in parallel to the measures being undertaken to adapt land and crops’ resilience to climate change extremes. Western Africa and neighbouring territories will in the short term be specially threatened due to a concentration and dependence on no more than 100 food species. The researchers calculate that food price inflation could rise from 0.9% to 3.3% annually from 2035 as a consequence of two combined effects: the unpredictability of adverse and extreme meteorological events and the increase of plagues and pest infestations. At the COP28 held in November 2023, 134 countries signed up for the first time to agree the interrelation between food systems, agriculture and climate changes paving the way for general consciousness enhancement and initial action plans. Now is time for action and proactivity before it is too late. To get in touch with our Spain team Contact Us

Delhaize saves 86 tonnes of plastic with new cheese packaging

Delhaize has taken another step forward to reduce its carbon footprint by changing the packaging of a wide selection of cheeses into more environmentally friendly packaging. This important initiative is the result of ongoing work on a commitment to sustainability. The supermarket chain says it will soon be able to save 86 tonnes of plastic annually for the packaging of three cheese ranges under the Delhaize brand: Oudendijk, the freshly packed cheese specialities and, from June, Belgian Gouda. It involves 21 references of cheeses, reducing plastic use by 37 to 64% compared to the current packaging. The young Gouda in slices alone would account for a saving of 20 tonnes of plastic per year. The flexible, thinner packaging will also consist of only one type of material, making sorting and recycling easier. Delhaize faced a number of challenges during this transition. First, existing packaging on the market had to be found where plastic could be significantly reduced, but without compromising the shelf life of the cheese; a crucial aspect of minimising food waste. Moreover, suppliers had to invest in production lines adapted to the new packaging, which required specific technologies. “We extended the expiry dates for 16 references, as much as three-quarters of the range. In fact, for some references, the shelf life has not only been extended but doubled”, says Camille Broquet, cheese buyer. For other products or product ranges too, the intention is to gradually switch to more environmentally friendly packaging, says the supermarket chain. The Lion’s Footprint initiative, launched in 2019 as part of its environmental commitment, has already borne fruit. Since May 2019, it has resulted in impressive savings, including a reduction of more than 3,251 tonnes of plastic, 81,116 tonnes of carbon and 6,252 tonnes of waste. These results show Delhaize’s ongoing commitment to actively contribute to preserving the environment and promoting a sustainable lifestyle. To get in touch with our Belgium team Contact Us

Albert Heijn’s packaging-free initiative not yet a success

Albert Heijn is continuing its efforts to make the Albert Heijn packaging-free concept a success. This concept was launched for the first time in the spring of 2022 in three AH-XL stores, where customers were able to tap products such as muesli, pasta and nuts in reusable bags or jars. So far, however, customers have not made much use of this concept. Therefore, Albert Heijn adapted and improved the concept, including smaller tap walls and sample bags. Despite these improvements, results are not optimal. It is also important that customers are well informed about the concept and that the concept is clearly visible in the store. While Albert Heijn continues to work on making AH packaging-free a success, competitor Lidl has also started a test with refilling stations for detergent and fabric softener. This test is ongoing, but Lidl is already seeing positive results, such as repeat purchases by refill users. Ekoplaza has also been successful with self-dispensing dry products in stores. Ekoplaza’s award-winning Wisselwaar concept, with a deposit on the packaging, is seen as an important step in the reduction of the use of plastic. It is clear that the road to a packaging-free society is not easy and will take time and effort to change the behaviour of both consumers and businesses. Discussions on encouraging the reuse of packaging are also taking place between the government, supermarkets and manufacturers. It is important that supermarkets like Albert Heijn and Lidl continue to experiment and improve. This will ultimately lead to a successful system of reusable packaging. To get in touch with our Netherlands team Contact Us

The reasons behind Tesco’s strong performance, and the steps they are taking to maintain growth

Tesco’s UK grocery market share is 27.4% (Kantar 12 weeks to 14 April 2024), + 0.4% on the previous year, and has just announced a double digit jump in profits driven by easing price inflation and continued market share gains. The UK’s biggest retailers, whose market share had been under attack for some time from the discounters, are fighting back strongly, with Tesco and Sainsburys in particular performing well. Tesco’s deep understanding of its customers is one of its key strengths. With a staggering 21 million households enrolled in the Tesco Clubcard scheme, the supermarket giant has access to invaluable data on consumer purchasing habits. This wealth of information allows Tesco to tailor its offerings and promotions to meet the diverse needs of its customer base. Clubcard prices on leading brands offer significant discounts, catering to budget-conscious shoppers and enhancing customer loyalty. This strategy has proven particularly effective in retaining customers amidst the rise of discounters such as Aldi and Lidl. Sainsbury’s, on the other hand, has followed a similar path with its Nectar card, leveraging customer data to drive sales growth. Their recent ‘food first’ strategy has been instrumental in attracting and retaining customers, demonstrating the power of data-driven insights in shaping retail strategies. As Tesco continues to navigate the evolving economic landscape, questions arise about its ability to sustain its strong performance. The prospect of declining interest rates and improved consumer confidence may lead to shifting shopping behaviours. Will Tesco be able to retain its customers who may opt to trade up to premium offerings or potentially lose them to competitors? Tesco seems aware of these challenges and is proactively addressing them. The continued investment in the Tesco Finest premium own-label range indicates their commitment to catering to diverse consumer preferences. By offering high-quality, premium products, Tesco aims to capture a segment of the market that seeks value alongside quality. Moreover, Tesco’s emphasis on customer experience and convenience remains central to its strategy. The expansion of online shopping capabilities, coupled with efficient delivery services, ensures that Tesco remains accessible to customers across various channels. This omnichannel approach not only enhances convenience but also strengthens Tesco’s competitive edge in an increasingly digital marketplace. Another aspect of Tesco’s strategy lies in its focus on sustainability and corporate social responsibility (CSR). With growing consumer awareness and demand for ethically sourced products, Tesco has made strides in offering sustainable options and reducing its environmental footprint. This aligns with the values of many modern consumers and can further enhance Tesco’s appeal. Looking ahead, Tesco faces both challenges and opportunities. The emergence of new technologies, changing consumer preferences, and economic fluctuations will require Tesco to remain agile and innovative. By leveraging its vast data resources, investing in premium offerings, and staying aware of consumer trends, Tesco is well-positioned to maintain its strong performance and continue its legacy as a leader in the UK grocery market. To get in touch with our UK team Contact Us

Organic gaining momentum in German grocery retail

Following a dip in inflation, organic products are gradually gaining momentum, with grocery retail and drugstores continuing to benefit from the sustainability trend. The Organic Food Industry Association (BOELW) reported that German consumers spent € 16.08bn on organic food and drink in 2023, a 5% increase from 2022. The growth is attributed to a higher price level, with purchased quantities remaining relatively stable compared to the previous year. Interestingly, the inflation rate for conventional foods was more significant at 9%, compared to 5% for organic products. Two-thirds of organic sales, approximately € 10.8bn, flow through grocery retail and drugstores, marking a 7.2% increase from 2022. Discount stores, including Aldi and Lidl, have gained ground, constituting around 40% of the overall organic market.While organic specialists generate only about a fifth of organic sales, organic food stores saw a slight growth of 0.2% compared to 2022. Smaller providers such as bakeries, butchers, farm shops, and health food stores contribute to the rest of the organic market. Private label products in the organic segment are on the rise, constituting 56% of organic sales in 2023, up from 52% in 2022, according to BOELW. Major retailers are expanding their product ranges, and in the inflation-driven year of 2023, new entry-level labels like “Prima! Alnatura” or “Tegut Bio zum kleinen Preis” played a significant role. This trend is expected to persist. Market share of organic market by channel To get in touch with our Germany team Contact Us

Is private label the only answer?

One of the most pronounced trends in the past few years has been that consumption has shifted to cheaper private labels within most categories. In some categories own label has increased in just a few years from 45% to 55% share, and this is probably only the beginning; there is a certain reaction time from the decision to implementation in that new PL alternatives must first be developed as branded goods are correspondingly phased out. It is rarely a negotiation, but rather an irreversible decision. This is a shame because branded suppliers potentially could contribute with valuable input and solutions. Now some interesting perspectives come into play. A new survey that Norstat has carried out on behalf of the Retail Institute Scandinavia shows that the decisions that the chains make today can have long-term consequences for which customers will choose to shop in their stores in the future. According to the survey conducted among 2,000 Danish consumers, 56% say that they consciously choose branded goods when they shop. This applies especially to the very young, and among Gen Z (born after 2001) the share is as much as 76%, while the same applies to 63% of the slightly older Generation Y (born from 1983-2000). Young people are also the group that has the greatest confidence in quality when choosing branded goods. 70% of all consumers say that the quality of branded goods is good or very good, and again young people stand out significantly in this regard. Twice as many from Gen Z than the general population indicate that they think the quality of branded goods is “really good”. Once a year, Swedish supplier organization “Livsmedelsföretagen” asks its member companies which consumer trends affect their business the most. At the top of this year’s survey are Private Label (39%) and low-cost alternatives (27%). Private Label is at the same time the most difficult to manage for many producers. I hear that it is often felt like an uneven competition leaving no opportunities to make the argument for brands. Shelves are rebuilt without notice and the values of the products on the shelves are reduced by an average 10-15% . Brands fight back with deep cut promotions which are more popular than ever before. I notice that decisions are often made by retail management and not in combined efforts with branded suppliers. The focus on PL as the only answer gives rise to some considerations: It’s worth remembering that only a handful of suppliers do deliver most of the private labels across Europe Is there a risk that the same PL products supplied by the same suppliers to more chains could mean less consumer choice and could there be risks in terms of consumer quality and safety issues? Is the PL focus undermining value long term and turning the trade into a decline spiral where only a few will survive. What actions can suppliers take to change a threatening development? If value is decreasing suppliers will have lower margins and eventually there will be fewer suppliers. It seems like retailer strategy fundamentally conflicts with branded suppliers strategy – conflict rather than a joint effort. For branded suppliers I think it is critical to work on having the right assortment offer, to invest in developing new products, to rationalize production, to secure their ingredients at lower prices, and to focus on establishing the export markets. As for retailers, they should let suppliers into the discussion at management and buying levels to understand the full consequences of actions that are launched. The strategy to completely focus on low value private labels products has the potential to undermine the value found in offering a varied assortment, not least from a societal perspective. If the future is more private label and at the same time the younger consumes has a less positive view on private labels, then the above questions are even more relevant for keeping long term value. Jakob True Managing Director Greenseed Nordic To get in touch with our Nordic team Contact Us

Regenerative agriculture and functional foods among key trends at Expo West

This March saw the largest gathering of food manufacturers and retailers in the USA at Natural Products Expo West in California. 3,300 companies exhibited their products to roughly 72,000 attendees, with many companies revealing their latest innovations. A team from Green Seed USA attended to manage client booths, to observe trends and developments in the industry. There was a sense of optimism and energy at the show which bodes well for an industry moving on from the shadow of COVID, a reduction in available cash from investors, and concerns about consumers spending less as price increases take hold. This year’s show featured many more brands calling out/making claims about: – Regenerative agriculture (+ 1300% versus Expo West 2023 – thanks to Wietske Helle at EatQ for the analysis). This is clearly a pervasive trend with many potential benefits for planet and health, but there is not yet the evidence available to show that a large number of consumers are aware or driven to purchase by them. It will be interesting to see how the regenerative movement connects those dots. – Functional superfoods/adaptogens (+800%). Probiotics, mood-enhancers, antioxidants, and energy-givers were at the forefront here. This feels a little like the ‘CBD in everything’ fad from a few years ago, but there is more potential here for consumers to find things that work for them and become ‘superusers’ of a brand because of it. – Plant-based (+250%). There were of course some ‘meat alternative’ products at the show, but less than in previous years; what drove this was ‘plants being plants’ with beans, lentils, and vegetables in snacking or convenient ready to eat formats taking the lead. This one feels like it is here to stay. – Fiber (+210%). 95% of Americans do not get enough fiber, according to the US Department for Agriculture, and there has been a rise in awareness of the positive impact from increasing feelings of fullness due the popular weight loss drug Ozempic, which mimics these feelings. Brands were keen to position themselves as the natural alternative to the drug, or the right food to eat while taking it. Other interesting trends spotted were lower sugar and no sugar alcohols (eg erythritol, maltitol) claims alongside each other – consumers appear to be rejecting these types of sweetener – the use of animal products to create new protein-and-crunch forward snacks like crunchy beef jerky, chicken chips, salmon skin bites, and egg white puffs, and the continued rise in global food influences (eg Mexican, Korean, Indian). As ever the Green Seed team will pay close attention to which of these develop into long-term trends and which fizzle out as short-lived fads. To get in touch with our US team Contact Us

Casino stores takeovers: what are the economic and social stakes for other retail players?

The recent wave of Casino stores takeovers by French retail giants has raised a combination of both concern and optimism about the future of these stores. Indeed, these acquisitions have profound implications not only for the companies involved, but also for local communities and employees. Casino’s store sales package included 288 Casino supermarkets and hypermarkets. Intermarché had agreed to take over 190 and Auchan 98. But for competition reasons, Intermarché will have to sell 25 stores to Carrefour, and there are still 26 stores for sale. A worrying context In 2023, Auchan faced financial difficulties, looking for strategic solutions to relaunch itself in an increasingly competitive market. The purchase of Casino stores was part of the plan to revitalise the company. This underlines the challenges faced by the historical players in the retail sector in the face of the emergence of new consumption models and growing competition from online players. Social and economic issues The takeover of Casino stores by Auchan, Intermarché and Carrefour is also raising social and economic concerns, especially for the future of employees and suppliers. In Montmorillon (centre west of France), 106 employees of the Casino group’s Easydis logistics platform, threatened with bankruptcy, are worried about their jobs. Local authorities fear a “social tragedy” and warn of the potential repercussions for employment and economic stability. Future outlook With 26 Casino stores still to be sold the question of their takeover remains a subject of attention for retail industry experts. Speculation is at its peak as to the potential buyers and the strategies under consideration to ensure the long-term future of these establishments. To sum up, the takeover of Casino stores by Intermarché, Auchan and Carrefour represents a major turning point in the competitive landscape of French supermarkets. While these acquisitions offer opportunities for growth and consolidation for some, they also raise significant challenges in terms of integration, human resources management and the preservation of the local economic fabric. The future of these retailers will largely depend on the ability of the actors involved to meet these challenges and adapt to the constant changes in the market. To get in touch with our France team Contact Us

Belgian food companies see profit margins fall

Belgian food companies saw their profit fall from 3.7% of turnover to 2.8% last year, according to calculations by food federation Fevia. The reason lies mainly in more expensive raw materials. Fevia looked at the annual accounts submitted by the companies to the National Bank of Belgium and concludes that there is a marked decrease in profit margins. This is mainly because raw materials have become a lot more expensive in the past two years, costs which could not always be passed on to supermarkets or the catering industry. Supermarkets in particular are proving difficult customers in this respect, as they face fierce competition and a growing supply and therefore have little room to manoeuvre themselves. “The negotiations with supermarkets this year are just as difficult as last year,” says Bart Buysse, CEO of Fevia in the newspaper De Tijd. Given the decreasing inflation and serious price increases in the last 2 years, some supermarkets want to turn discussions on their head and request lower prices now. But the prices of many raw materials are still higher than before. Sugar and cocoa, among others, have become even more expensive.” The food sector does not think there will be a quick recovery, making reference to additional costs to achieve more sustainability, but also to the fact that people are buying less than before due to high inflation. Border purchases would also play a role in this. Some products are cheaper abroad, especially in France, where the government has capped the prices of some products. To get in touch with our Belgium team Contact Us

After much criticism Nutri-Score is here.

The Nutri-Score is a traffic light system that helps consumers to make healthier choices when buying products. Although the system has been known abroad for years, its introduction in the Netherlands was met with some criticism. Supermarkets were frustrated. They were not allowed to put the logo on their own packaging, while foreign companies could. But since this year, the Nutri-Score has appeared on more and more packaging in Dutch supermarkets.The Nutri-Score has been criticised because it does not necessarily mean that a green labelled product is healthy. It simply means that it is healthier within its category than competing products with an orange or red label. Nevertheless, manufacturers like PepsiCo have adjusted recipes to improve scores. This has led to discussions among consumers about taste changes, like the ‘Snackspert’. Despite the criticism, the Ministry of Health, Welfare and Sport points out that the Nutri-Score is intended to help consumers make healthier choices, especially for products not included in the Food Wheel. Research shows that the Nutri-Score works. It helps consumers make healthier choices. This is emphasised by the colour and letter codes. These give a clear signal and evoke associations with traffic lights or grades.The Dutch are mostly positive about the introduction of the Nutri-Score and the majority think it is a good idea. To make the logo even more visible to consumers, a campaign has been launched. This could be a contribution to a more conscious choice for healthier food. To get in touch with our Netherlands team Contact Us

Heightened Concerns over Ultra-processed Foods are shifting the Shopping Behaviour of millions of UK consumers

Ultra-processed foods (UPFs) are dominating the headlines in the food media and increasingly a concern for consumers as one survey reveals 3m UK consumers have started avoiding them in the last 3 months. In the UK Dr Chris van Tulleken’s book ‘Ultra-Processed People’ has become a bestseller and there has been a 60% increase in searches on Google for UPFs over the last year. Readers of that book will remember one of the stand-out – and deeply unappetising – quotes from Fernanda Rauber, a Brazilian scientist: ‘Most UPF is not food. It’s an industrially produced edible substance.’ UPFs are said to account for 56% of all calories consumed by UK consumers – second highest globally behind only the US at 57% – and way higher than 18% of longer living and less obese Italians. According to the EIT Food Consumer Observatory, 67% of Europeans blame UPFs for the prevalence of obesity, heart disease and Type 2 diabetes. And this is beginning to have a marked effect on shopper behaviour, according to a nationally representative survey on UK adults by Levercliff, which suggests that 12.8 million shoppers had changed their diets because of fears over UPFs in February 2024 – up from an already substantial 10.8 million in October 2023. ‘Ultra-processed foods’ have captured the imagination more than ‘HFSS ‘products – products high in fat, sugar or salt – and will doubtless power the trend towards clean label and understandable ingredients. Even if some UPFs might actually have some specific health claims – especially high in fibre bread and cereals for example – with associated gut, metabolic and brain health benefits. Photo Source: www.bbc.co.uk To get in touch with our UK team Contact Us

Is price finally becoming less important?

One of the main challenges of entering the German market is the notoriously low price level. Today, food prices in Germany have reached a new peak. Does this mean it has now become easier to get on shelf for international food & drink producers? The Federal Statistical Office of Germany Destatis recorded an inflation rate of 3.8% for January, which was lower than in previous months. However, measured against the starting point in 2020, the index now stands at 133.3, i.e. an impressive increase of 33.3%. That is a new record value. Prices are therefore stabilising at a high level. This is a good sign. It will hopefully lead to more appreciation for food and drink. Unfortunately, this increase does not apply to all product prices. We are observing an unhealthy gap between brand and own label products, and it keeps on growing. Aldi and Lidl are lowering prices of many own label products, while prices of branded products are increasing. This puts manufacturers of branded products under even more pressure. Negotiations on further price increases with trade customers are ongoing but manufacturers have little hope for understanding from retailers – no matter the reason for these necessary increases. What will be the effect? It will probably further increase the already large gap between brand and private label products. This significant gap is creating a special challenge: Many brands are offered with an unusually deep discount. The mistrustful German consumer perceives this as deception. Even retailers admit that the price difference is difficult to explain. If products are offered at a discount of over 60% (20% would be standard), the standard shelf price appears to be completely out of proportion. Consumers do not view them as a benchmark anymore and do not buy the products at the high standard price. This messes up retailers’ calculations, which require a stable standard business to sustain margins. How can this be solved? We have heard about the odd manufacturer of branded products that – of their own accord – has suggested a lower recommended retail sales price to reduce the price gap. Not such a good idea and certainly not feasible for many brands. A step in the right direction is taken by retailers that create awareness for products that are not on promotion by featuring them in the sales leaflets with “from our range”. Another positive occurrence is the usage of FSDUs or off-shelf placements, even if the product is not currently on promotion. These measures are a welcome change, as they do not focus on price. Something that more retailers should have done a long time ago: focus more on reasons for consumers to buy a product that are not based on a low price. The results from the shopper trend survey carried out with app users by Bring Labs show that German consumers are currently paying even more attention to quality and animal welfare than to the cost of products when shopping for food. Together with the mega trend of sustainability, as identified by consumer research institute Gfk, I would like to be cautiously optimistic that price is finally starting to lose some of its power and that consumers are shifting for good towards quality. No matter how all this will pan out, food & drink companies that want to enter the German market will still need patience, perseverance and a good plan after analysing the competitive set, fine-tuning USPs, adapting packaging weight and creating a bespoke German range. Nicole GüntherManaging Director, Green Seed Germany To get in touch with our German team Contact Us

The Role of Packaging in Food Branding and Marketing

Packaging plays a pivotal role in shaping consumer perception and driving sales in food branding and marketing. Adequate packaging goes beyond just containing the product; it serves as a powerful tool for communicating brand identity, values, and product attributes. Here are some key aspects highlighting the significance of packaging in food branding and marketing. Visual Impact and Brand Recognition The visual appeal of food packaging is often the first point of contact between a consumer and a product. Bright colours, engaging graphics, and distinctive typography can captivate consumers’ attention and create a memorable brand experience. Consistent branding elements, such as logos and colour schemes, contribute to brand recognition and help products stand out on crowded shelves. Additionally, innovative packaging designs can spark curiosity and encourage consumers to explore new products, further strengthening brand visibility and recall. Moreover, packaging serves as a tangible representation of a brand’s identity and values. Sustainable packaging materials and eco-friendly design choices signal a brand’s commitment to environmental responsibility, resonating with eco-conscious consumers. By aligning packaging design with brand messaging, companies can establish an emotional connection with consumers and foster brand loyalty over time. Product Protection and Preservation Beyond aesthetics, food packaging serves the crucial function of protecting products from external factors that could compromise quality and safety. Barrier properties, such as moisture resistance and oxygen barrier, help extend the shelf life of perishable foods, ensuring freshness and maintaining product integrity throughout distribution and storage. Robust packaging materials also shield products from physical damage during transit, reducing the risk of spoilage or contamination. Furthermore, packaging plays a vital role in preserving the nutritional value and flavour profile of food products. Light-sensitive ingredients, such as vitamins and antioxidants, require packaging that blocks out harmful UV rays to prevent degradation. Additionally, hermetic seals and airtight packaging formats help prevent oxidation and moisture ingress, preserving the taste and texture of food items. By prioritising product protection and preservation, brands can uphold quality standards and enhance consumer trust in their offerings. Consumer Convenience and Functionality Consumer convenience is paramount in today’s fast-paced world, driving purchasing decisions across various product categories, including food. Packaging designs that prioritise ease of use and convenience can significantly influence consumer perceptions and purchasing behaviour. User-friendly features such as resealable closures, portion-controlled packaging, and microwave-safe containers cater to consumers’ on-the-go lifestyles, offering practical solutions for meal preparation and storage. Moreover, informative labelling and packaging formats that facilitate product visibility empower consumers to make informed choices at the point of purchase. Clear labelling of nutritional information, ingredient lists, and allergen warnings enables consumers to navigate dietary preferences and restrictions effectively. Packaging innovations such as single-serve portions and pre-portioned meal kits streamline meal planning and reduce food waste, aligning with consumer preferences for hassle-free consumption experiences. Brand Storytelling and Emotional Connection Packaging serves as a canvas for brand storytelling, offering a platform to communicate the brand’s heritage, values, and unique selling propositions. Compelling narratives and visual cues can evoke emotions and forge a deeper connection with consumers, transcending the functional aspects of packaging. By conveying authentic brand stories and engaging narratives, companies can foster loyalty and create brand advocates who resonate with the brand’s ethos. Additionally, packaging design can evoke nostalgia and trigger positive associations, tapping into consumers’ emotional reservoirs. Retro-inspired packaging designs or imagery that evokes childhood memories can elicit feelings of comfort and familiarity, driving purchase intent. Through strategic storytelling and visual communication, brands can differentiate themselves in a competitive market landscape and leave a lasting impression on consumers. Differentiation in a Competitive Market In a saturated market, where consumers are inundated with choices, differentiation is key to capturing consumers’ attention and fostering brand preference. Packaging serves as a powerful tool for differentiation, allowing brands to carve out a distinct identity and position themselves effectively within their target market. Unique packaging formats, unconventional materials, and bold design elements can set products apart from competitors and create a strong visual impact on shelves. Furthermore, packaging innovations that enhance user experience and address unmet consumer needs can confer a competitive advantage. By leveraging market insights and consumer feedback, brands can identify opportunities to innovate and disrupt traditional packaging conventions, gaining a competitive edge. Whether through sustainable packaging initiatives, functional design features, or premium packaging aesthetics, differentiation strategies can drive brand visibility and market share growth. Environmental Sustainability and Ethical Responsibility In an era of heightened environmental awareness, consumers are increasingly scrutinising brands’ sustainability practices and ethical commitments. Packaging plays a significant role in shaping perceptions of a brand’s environmental footprint and moral responsibility. Sustainable packaging materials, such as biodegradable plastics, compostable packaging, and recycled materials, demonstrate a brand’s commitment to reducing environmental impact and minimising waste generation. Moreover, eco-friendly packaging initiatives can resonate with eco-conscious consumers, driving brand loyalty and advocacy. Transparent communication about sustainable packaging efforts, such as certifications and eco-labels, builds trust and credibility with consumers who prioritise environmental stewardship. By adopting sustainable packaging practices and promoting circular economy principles, brands can align with evolving consumer values and contribute to positive environmental outcomes. Shelf Presence and Impulse Purchases In the retail environment, where purchasing decisions are often made in a matter of seconds, shelf presence is critical to driving impulse purchases and maximising sales opportunities. Eye-catching packaging designs, strategic placement, and point-of-sale displays can capture consumers’ attention and prompt impulse buys. Bold colours, striking visuals, and innovative packaging formats can create a sense of urgency and desire, compelling consumers to make spontaneous purchasing decisions. Furthermore, packaging that communicates value propositions effectively, such as promotional offers or limited-time discounts, can incentivise impulse purchases and drive sales volume. By leveraging consumer psychology and understanding buying behaviour, brands can optimise packaging designs to capitalise on impulse buying tendencies and increase product turnover. Additionally, seasonal packaging variations and thematic designs can capitalise on festive occasions and special events, further enhancing shelf presence and driving sales momentum. Regulatory Compliance and Safety Standards In the food industry, adherence to regulatory requirements and safety standards is non-negotiable, with packaging playing a crucial role in ensuring compliance and consumer safety. Packaging materials must meet stringent food contact regulations, including FDA regulations in the United States and EU directives in Europe. Compliance with food safety standards, such as HACCP (Hazard Analysis and Critical Control Points) principles, ensures that packaging materials do not pose any health risks or contaminate food products. Moreover, accurate and comprehensive labelling is essential for providing consumers with crucial information about product ingredients, nutritional content, and allergen warnings. Failure to comply with labelling regulations can result in legal repercussions and damage to the brand’s reputation. Therefore, food brands must prioritise regulatory compliance and invest in quality assurance processes to uphold safety standards and consumer trust. By demonstrating a commitment to transparency and compliance, brands can instil confidence in consumers and mitigate potential risks associated with non-compliant packaging practices. In conclusion, packaging stands as an indispensable element in food branding and marketing, significantly influencing consumer perception and driving sales. Beyond its functional role of containing products, packaging serves as a dynamic medium for communicating brand identity, values, and product attributes. From visual impact and brand recognition to product protection and preservation, packaging plays a multifaceted role in enhancing the consumer experience and fostering brand loyalty. Furthermore, packaging facilitates consumer convenience and functionality, catering to the demands of today’s fast-paced lifestyles. Through innovative designs and user-friendly features, brands can streamline the consumer journey and elevate the overall consumption experience. Moreover, packaging serves as a vehicle for brand storytelling, creating emotional connections and fostering brand advocacy among consumers.

Carrefour Italia and Just Eat collaborate to strengthen grocery delivery

A partnership between the retailer and the digital food delivery company has been confirmed. The objective: to further expand the home shopping delivery offer in Italy. Today Carrefour Italia and Just Eat announced a new partnership, with the aim of further expanding the offer of home shopping delivery in Italy. To use the service, consumers simply order groceries from their home, choosing from a wide range of products, from fresh products such as meat, fish and vegetables to products for daily care. Already active in the cities of Milan, Rome, Genoa, Turin and Bologna, the service already counts on a network of 30 online stores, thus offering a wide choice for customers who wish to receive food, groceries and other products in a simple and immediate manner. The goal within the first year is to expand the network to over 200 stores in more than 50 cities, making the home shopping service accessible to an ever-increasing number of consumers. “Carrefour continues on its path to becoming a digital retail company, focusing on omnichannel and the needs of the consumer, the true key player in our transformation. The partnership with Just Eat is an important step towards responding to the constantly changing needs of customers, who are increasingly moving closer to food delivery services. Thanks to Just Eat, Carrefour Italia has further strengthened its offer, thus making the selected stores not only a point of reference for customers, but also a support to guarantee an even simpler, more flexible and comfortable shopping experience for all consumers who will choose to receive their shopping at home through a quick and reliable service” says Alessandra Grendele, Director of e-commerce, marketing, data and digital transformation Carrefour Italia. A RELIABLE AND HIGH-QUALITY SERVICE The partnership involves the management of deliveries by Just Eat employee riders, thus guaranteeing a reliable and quality service. This choice not only contributes to improving the overall customer experience but also underlines the attention to the safety and professionalism of the riders employed in the delivery activity. “Our strategy is to invest in diversification and further expand Just Eat’s offering through the launch and development of our proposition in the grocery sector. This path is supported by our vision “Empowering everyday convenience”: we want to enable consumers to get what they want, when they need it while also enhancing the growth of our partners with new customers, new channels and new opportunities. For a few years, food delivery has become part of consumers’ daily lives, becoming a consolidated habit and Just Eat aims to increase the moments to share every day. The collaboration with Carrefour makes us very proud and represents a significant step in meeting the evolving needs of Italian consumers, offering a complete and convenient online delivery experience”, declared Daniele Contini, Country manager Just Eat Italia. To get in touch with our Italy team Contact Us

New reasons behind changing habits in relation to food waste

A recent survey by Kantar Sifo, on behalf of Matsmart, shows that 37 percent of Swedes are now actively working to reduce food waste, mainly for financial reasons. At a time when financial pressures on Swedish households are palpable, many Swedes have chosen to become more involved in reducing food waste. A recent survey by Kantar Sifo, commissioned by Matsmart, shows that 37 percent of participants actively strive to reduce the amount of food they throw away compared to previous years. The survey reveals that almost half (49 percent) of respondents are motivated by financial considerations to reduce their food waste. At a time when the cost of living is rising, more people are starting to review their spending and consider options to cut costs. The reduction in food waste is still also motivated by environmental considerations, with 47 percent stating this as the main reason. The survey also indicates that more people are willing to buy products with short best-before dates at reduced prices, a practice that can help reduce food waste in the trade. A breakdown between the sexes shows that women (43 percent) strive to reduce their food waste to a greater extent than men (32 percent). This suggests a gender-related difference in attitudes and actions towards the handling of food and the reduction of food waste. As with many other consumer choices in the current situation, economic reasons are the main reason for the reduction and not environmental reasons. In the same way, we see a clear opt-out of organic products throughout the Nordics, and it is clear because organic products are more expensive than their conventional alternatives. Research methodology The survey was conducted in Kantar Media’s web panel, the Sifo panel, and included 1184 respondents aged 18–79. The results provide an insight into how Swedish households adapt to reduce food waste and balance the economy, with a future hope for a more conscious and sustainable lifestyle. To get in touch with our Nordic team Contact Us

More money in consumers’ pockets to fuel spending boom

For several months, economists have been wondering when the Polish consumer will finally start making larger purchases. The January report by the Central Statistical Office suggests that this moment is fast approaching. The leading consumer confidence indicator is now fluctuating at around the level it was at the beginning of March 2020. Economists are quite unanimous that in 2024 consumption will be the driving force behind Poland’s GDP growth. After a year of “inflationary winter”, Polish consumers will be more eager to go shopping, which will be pushed by high salary increases (the minimum wage has just increased by 20%, and the public sector will receive 20-30% more) and higher social benefits. The issue is really just the scale of the expected consumption boom. Some analysts believe that Poles, instead of resetting their portfolios to zero, will decide to rebuild the level of savings damaged by the inflation crisis of 2021-23.That is why, for the first time in a long time, we looked with such interest at the January consumer survey prepared by the Central Statistical Office. These are the first macro data from 2024, although they probably cover only to a small extent the impact of higher wages, the results look promising. To get in touch with our Poland team Contact Us

Mercadona on the march!

Mercadona is shaking the whole retail scene in Portugal, challenging the position of all the established players. More recently it was Lidl doing that job and the German retailer reached a share of 13%, but since Mercadona started to operate in the market, Lidl’s growth has stalled. But those who were hit the most are Pingo Doce and Intermarché that were quite strong at regional level North and Centre, which is exactly where Mercadona started the challenge. Even Aldi, which is a new player with 3 times more shops, has now retreated to 2.5% market share while Mercadona with 49 shops only already reached a share of 6%. The only player that seems not to be much affected is Continente whose share remained flat at 27%. But if Mercadona reach 300 stores, they could become the market leader! For 2027, Mercadona plans to open another 11 shops in Guarda, Évora and the Setúbal district. The strategy is patient and indicative of thorough research before entering the market. They’ve cracked some categories like cosmetics and detergents bringing much cheaper options than the established players at a fraction of the cost. That became the hook to bring the female shoppers into the store. And once there, all the categories thrived. From charcuterie to chilled ready meals and frozen meal components, they are destroying the competition mostly through Private Label. The assortment is narrow but precise and the prices are unbeatable. They become market leaders on every sku they bring to the party and the current strategy of the challenged retailers is simple: if Mercadona has it…we need to have it too at the best possible price. Every new store opening of Mercadona is a local event bringing crowds into it and causing traffic chaos! To get in touch with our Portugal team Contact Us

The Nutrition Report – How Germans shop, cook and eat

The Nutrition Report reveals a notable shift in dietary habits in Germany. Fewer people are consuming meat and sausage products daily, with the proportion dropping from one in three in 2015 to one in five currently. This decline in meat consumption is accompanied by a rising interest in plant-based alternatives. One in ten Germans now eats plant-based products daily, a significant increase from 5% three years ago. This trend is particularly pronounced among younger generations, with 18% of 14-29 year-olds choosing plant-based options, compared to 5% of those over 60. Consumer interest in plant-based products is driven by various factors. Curiosity tops the list at 73%, followed by environmental and animal welfare concerns, and taste, each cited by 63% of consumers. Overall, taste remains the most crucial factor for 94% of shoppers. Health considerations also play a significant role, prompting nearly half of the consumers to buy plant-based foods. The report also highlights a growing demand for transparency in food production, including aspects like regionality and organic farming. 44% of respondents prefer purchasing products with certifications such as organic labels, animal welfare labels, Fairtrade labels, or regional labels. Additionally, awareness of the Nutri-Score, a nutritional rating system, has increased significantly, from 44% in 2021 to 84% in the latest survey. Agriculture Minister Özdemir announced plans to introduce a draft for the government’s nutrition strategy, aiming to promote diverse, healthy, and sustainable food options in various settings, including schools and canteens. He also reiterated his proposal for advertising restrictions on unhealthy foods targeted at children. Criticism from environmental groups like the WWF suggests that while consumers are eager to adopt more environmentally friendly diets, the government could do more to remove barriers to sustainable eating. The WWF recommends measures such as eliminating VAT on fruits, vegetables, and legumes, and encouraging retailers to promote plant-based products more actively. The Nutrition Report, conducted by the Forsa Institute, is based on a representative survey of about 1000 individuals aged 14 and above, conducted between May 15 and 26, 2023. This annual report, established in 2016, also indicates a strong consumer preference for animal welfare, regional products, and environmental and climate considerations in food production. To get in touch with our Germany team Contact Us

The United States of Easy

Developing a food business in the US has never been easier when operating from overseas. With online customer driven technological advances and online marketing, starting up and building a US food business has become more straightforward over the 25 years I have been living and working in the US. As the US is such a huge market and a physically large country, even back in 1999 when I first set up the Quorn foods US business, I noticed cultural differences with UK and European markets. Even back then, in the US people depended on fewer face to face meetings, relying on telephone conference calls to get things done. Remote located sales teams were commonplace allowing closer proximity to retail customers. Today this is even more so the case. It’s possible to start up your business by registering your US limited liability company located from overseas, no US citizens are required. Video conferencing with a retail buyer has become the norm since the pandemic, straightforward to join from overseas. Although you will need to have some local representation with a sales agent or broker to pick up day to day matters. Also, you’ll need to ensure samples are smoothly distributed state side, with tracking to manage timeliness. Supply chains importing and distributing products are very well established with online data and tracking that enables easy overseas management. US banking can be set up with online visibility, and in the past decade, finally most US customers are sending money transfers rather than an old-style paper check! Customers now provide online portals for suppliers, allowing visibility to sales, promotions, payment and deduction management. Trade and consumer marketing activities are almost completely online with websites, social media and digital couponing overtaking traditional physical media. So how do you start the process doing business in America? First, I would recommend you set up a video call with Green Seed North America to discuss the viability of your brand and the US specific trends in your category. Ask the locals if there is a gap for your product. Then I would arrange a market trip, to a bigger city like New York or Chicago and visit some supermarkets to look at your product within the context of the category. Do you have a point of difference and how does the pricing look? Then I would suggest buying market data to understand the national picture and determine the size of the prize, to help you develop a market entry plan. Also consider attending one of the bigger US trade shows like Expo West or Fancy Food, to get a closer look at the competition. The US market today is structured in a way that it can be overseen and managed remotely from your home market. You will need some local advice on planning and you will have to set up US based third party relationships covering key business processes. In short, a US retail food business can be managed with just one trip a year, and plenty of video calls and emails. David WilsonFounder and Partner, Green Seed North America To get in touch with our North America team Contact Us

Alcohol Beverage Marketing Top Tips

In the highly competitive landscape of alcohol beverage marketing, standing out is essential for success. With countless brands vying for consumer attention, implementing effective marketing strategies is key to capturing market share and building brand loyalty. Whether you’re promoting wine, beer, spirits, or any other alcoholic beverage, understanding the nuances of marketing in this industry can make all the difference. In this blog, we’ll delve into the top tips for alcohol beverage marketing that can help you elevate your brand and drive sales. Know Your Target Audience Before embarking on any marketing campaign, it’s crucial to have a deep understanding of your target audience. Different demographics have varying preferences when it comes to alcoholic beverages, so tailoring your messaging and branding to resonate with your specific demographic is essential. Conduct thorough market research to identify your target audience’s preferences, behaviours, and purchasing habits, allowing you to craft marketing campaigns that truly resonate. Understanding your audience’s psychographics can also provide valuable insights. Are they health-conscious consumers looking for low-calorie options? Are they adventurous spirits enthusiasts eager to try new and unique flavours? By segmenting your audience based on their interests and preferences, you can tailor your marketing efforts to appeal directly to their desires. Create Compelling Branding In the crowded marketplace of alcohol beverages, compelling branding can make all the difference. Your brand’s visual identity, including your logo, packaging design, and overall aesthetic, should effectively communicate your brand’s story and values while capturing the attention of consumers. Invest in professional design services to ensure your branding is cohesive, visually appealing, and memorable. Moreover, storytelling plays a significant role in building emotional connections with consumers. Use your marketing efforts to convey the story behind your brand, whether it’s rooted in tradition, craftsmanship, or innovation. Authenticity resonates with consumers, so be genuine in your storytelling and transparent about your brand’s origins and ethos. This authenticity can foster trust and loyalty among consumers, driving repeat purchases and word-of-mouth referrals. Leverage Social Media Platforms Social media platforms offer unparalleled opportunities for alcohol beverage marketing, providing a direct line of communication with consumers and enabling targeted advertising campaigns. Establish a strong presence on platforms like Instagram, Facebook, and Twitter, where you can share visually compelling content, engage with your audience, and showcase your products. Visual content performs exceptionally well on social media, so invest in high-quality photography and videography to showcase your beverages in the best possible light. Experiment with different types of content, such as cocktail recipes, behind-the-scenes glimpses of your production process, and user-generated content featuring your products. Encourage user engagement by hosting contests, polls, and Q&A sessions, fostering a sense of community around your brand. Partner with Influencers and Brand Ambassadors Influencer marketing has become a powerful tool for alcohol beverage brands looking to expand their reach and connect with new audiences. Partnering with influencers and brand ambassadors who align with your brand’s values and target demographic can help you amplify your marketing efforts and build credibility. Identify influencers and ambassadors who have a genuine affinity for your products and can authentically endorse them to their followers. Collaborate on sponsored content, product reviews, and branded events to showcase your beverages in an organic and compelling way. Leveraging the influence and reach of these individuals can help you reach new consumers and drive awareness and sales for your brand. Engage in Experiential Marketing Experiential marketing offers a unique opportunity to immerse consumers in your brand’s story and create memorable experiences that leave a lasting impression. Host tasting events, pop-up activations, and immersive brand experiences that allow consumers to interact with your products in a tangible way. These events provide an opportunity to educate consumers about your beverages, share the craftsmanship and quality behind your brand, and create meaningful connections with your audience. Consider partnering with local bars, restaurants, and retailers to host collaborative events that expand your reach and introduce your products to new audiences. Prioritise Compliance and Responsibility In the heavily regulated alcohol industry, compliance and responsibility are of paramount importance. Ensure that all your marketing efforts comply with local regulations regarding alcohol advertising, age restrictions, and responsible consumption. Avoid marketing tactics that target underage or vulnerable populations, and always promote responsible drinking practices. Incorporate messaging about moderation, designated drivers, and alcohol consumption guidelines into your marketing materials to promote a culture of responsibility and safety. Monitor and Measure Your Results Effective alcohol beverage marketing requires ongoing monitoring and measurement to assess the performance of your campaigns and make data-driven decisions. Track key metrics such as website traffic, social media engagement, and sales conversions to gauge the effectiveness of your marketing efforts. Use analytics tools and customer feedback mechanisms to gain insights into consumer preferences, behaviours, and sentiments toward your brand. Continuously iterate and optimise your marketing strategies based on these insights, reallocating resources to channels and tactics that yield the best results. Conclusion In the dynamic and competitive landscape of alcohol beverage marketing, implementing strategic and innovative approaches is essential for success. By understanding your target audience, creating compelling branding, leveraging social media platforms, and engaging in experiential marketing, you can elevate your brand and drive sales. Prioritising compliance and responsibility, monitoring your results, and continuously iterating on your strategies will ensure that your marketing efforts remain effective and impactful in the long term. By following these top tips for alcohol beverage marketing, you can position your brand for success and stand out in a crowded marketplace.

Packaging Waste Fund rewards packaging made of recycled plastic

To encourage producers and importers to develop sustainable packaging solutions, the Packaging Waste Fund has introduced a renewed system called Tariff Differentiation Plastic 2.0. The aim is to further close the loop on plastic packaging. The ultimate goal is 100% fossil-free and circular packaging by 2050. Based on the sustainability characteristics of their packaging, producers and importers pay different rates to the Packaging Waste Fund. Packaging that is made of recycled plastic and/or that is easily recyclable will be charged a more favourable rate from 1 January 2024, while packaging with a lower sustainability performance will be charged a higher rate. The aim is to encourage producers and importers to choose more sustainable plastic packaging. The Netherlands is one of the first countries in the world where the use of recycled plastic is being rewarded. With Tariff Differentiation Plastic 2.0, the Packaging Waste Fund aims to create a future where plastic packaging remains a valuable resource and does not harm the environment. Reusable packaging is rewarded with the lowest tariff and plays a key role in this vision. The ultimate goal is for all plastic packaging to be 100% fossil-free and to be circular by the year 2050. The Packaging Waste Fund will be working closely with the industry to ensure that producers and importers are provided with the necessary information and support to make use of the new tariff differentiation. To get in touch with our Netherlands team Contact Us

Sales force a must in Sweden and across Nordics

Sales Support is the leading sales force across the Nordics with around 300 sales people and 100 suppliers of food and drink. Despite the tough economic climate the need for brands to be represented in each store is even stronger not least due to central focus on private label. Odd Strand the MD gives his view on the present situation across the Nordics. Green Seed has been working with several brand owners that over the years have been using their services. Odd Strand sees the key trends are – Quality products but which are easy to prepare, useful products, focus on low salt content, low sugar content, alongside added value such as added vitamins, probiotics and more.New clients in 2023 are brands like: Lavazza, GB Foods, Renée Voltaire, Enzymatica, Aprés, Åre Beverage Group, PQM, Sproud, Neoz, Good Gum, Eternal & Waterwipes “To be Visible” The key challenge is to be to be visible in stores and towards consumers and Odd believes there will be a big focus on increasing distribution on the shelf, exciting POS material to stop consumers in their tracks, attractive gondola end displays with good offers, demonstrations, sampling and more. “To be inspired” – We believe that the consumer will be inspired and that people will want to eat good food – so healthy, simple everyday food plus a little extra for the weekend is a good combo, believes Sales Support’s CEO. Despite a lot of focus on Private Label and promotions the stores appreciate strong brands that consumers recognize and appreciate and can provide a good retail margin. It is important for sellers to understand retailer commercials, to be able to offer a good margin in a sales presentation and to sell in with good product knowledge as well as to know a lot about the store’s consumer and trading behaviour. “Never forget the shelf, it is priority number one for us and for the stores. To get in touch with our Nordic team Contact Us

The inevitable concentration of the French retail landscape

The dynamic shifts in the French retail landscape, particularly the recent changes involving Casino, Intermarché, Auchan, Lidl, and Carrefour, reflect a rapidly evolving industry. Facing financial challenges, Casino’s decision to sell its stores has led to an unexpected alliance between Intermarché – who has already reached an agreement with Casino few months ago to buy 119 stores – and Auchan, aiming to collectively bid on the hypermarkets and supermarkets up for sale. At the same time, Lidl has expressed an interest in taking over around 300 Casino and 300 Monoprix stores, another of the group’s financially troubled brands. Adding some more context to these changes, Carrefour strategically acquired the Cora and Match banners, comprising 60 hypermarkets and 115 supermarkets, for a total of €1.05 billion. This acquisition will enable Carrefour (18.9% market share as of December 2023) to recover 2.5% of market share and move closer to the leader Leclerc (24.6% share), against a backdrop of increased competition from players such as Amazon. Carrefour’s discreet yet skilful approach, led by CEO Alexandre Bompard underlines its commitment to consolidate the sector, explore alternatives to German discounters Aldi and Lidl and monitor other acquisition opportunities, such as Cdiscount and Monoprix. The ongoing consolidation suggests further shifts, with Auchan and Système U potentially joining the trend. ➔ What are the consequences for suppliers and consumers? Those ongoing transformations in the French retail sector are likely to have notable consequences for both suppliers and consumers. On the one hand, suppliers will have to face huge shifts in buying power, as major retailers consolidate or change ownership, but also important changes in market share and adjustments in distribution channels. Indeed, they may need to adapt to new routes, storage facilities or delivery schedules. Moreover, the competition among retailers could lead to changing pricing strategies and increased pressure on suppliers to meet evolving consumer and retailer demands. On the other hand, for consumers, these changes may manifest in shifts in product availability, pricing structures, and overall shopping experiences. Also, consumers may change brand loyalty as a result of changes in the availability of products and services. New store ownership or alliances may influence perceptions of brands associated with these retailers. Additionally, the competitive dynamics among major retailers could lead to increased efforts to attract and retain customers, by improving services, or other consumer-focused initiatives. Eventually, as the industry continues to undergo consolidation, the full extent of these consequences will unfold. Overall, the consequences for both suppliers and consumers will depend on how the retail landscape evolves, the success of the various business strategies, and the ability of companies to adapt to changing market conditions. The ongoing consolidation in the supermarket sector suggests that these changes will continue to take place, impacting various stakeholders in the retail ecosystem. Ultimately, being aware of the potential changes to come, we can wonder: to what extent will the changing French retail landscape contribute to deeper changes in consumer and supplier behaviour and preferences? To get in touch with our France team Contact Us

EDEKA Clear No. 1 in German Food Retail

Lebensmittelzeitung and EHI recently published latest data on the German grocery market (to end December 2022). As expected, the No. 1 was again the Hamburg-based EDEKA. Due to inflation, total food retail increased by 8.6% in 2022 to €219.7 bn, still lower than actual food inflation which amounted to 13.4% over the year. Amongst the Top 4, Lidl was the winner with growth of +14.2%, making it a very successful year for the Schwarz Group (Lidl’s owner). In 2022, the Top 4 accounted for 80% of total food retail. The actual number of food retail outlets grew by 630 in 2022 to 36,928. This growth was accounted for entirely by the Top 4. A breakdown of the almost 37,000 food outlets in Germany is shown below:   Type of stores No. of outlets Discount stores 15,977 Drugstores 5,145 Organic stores (”Bio-Märkte”) 1,575 Hypermarkets/ superstores 1,114 Classical supermarkets 13,116 To get in touch with our Germany team Contact Us

Have we now passed ‘peak purpose’ for food and drink brands?

For some years now, brands with a clear message about their purpose and commitment to meaningful change had something distinctive to lift them above the fray.  But today being purpose-driven is the expectation, brands have to offer more to succeed. Pre pandemic, legacy brands were finding growth hard to come by, while startups began to carve out a role for themselves in the grocery arena.  SMEs with a clear message about ethical ingredient sourcing, minimal processing and environmental responsibility exposed the sometimes less than optimal approaches taken by their bigger brand competitors. Their messaging chimed with consumers, and buyers took notice.  Many invested a significant amount of their seed funding in branding and often skilfully took advantage of the rise of social media to engage with shoppers – often so much more authentically than the big beasts they were up against, whose traditional approach to big marketing investment to preserve and grow share had served them well to date. Retailers gave full listings to some and trial exposure to others, via initiatives such as Future Brands from Sainsbury’s, with brands ranged on a special fixture in a limited number of outlets. B Corp Many have gone through the B Corp certification process.  Of the now 1400 B Corps in the UK, some 200 are food and drink businesses (The Grocer July 2023).  The vast majority of these are SMEs and startups. While achieving this accolade is of course a source of pride and a great story for customers and suppliers, another key benefit is joining a close-knit community and advisory network.  But many in the B Corp community were less than happy when Nespresso became accredited, citing parent company Nestle’s human rights record – and were also concerned that multinationals could now achieve the same recognition as purpose driven startups.  Others (including in the B Corp community) would equally argue that the best way to effect global change and for business to be a power for good is to have big companies on board. Investment Climate The investment climate has also changed significantly since the heady days when DTC growth surged, low interest rates seemed like they might last forever and new food brands with a compelling growth story (never mind the non-existent profits) could readily find investors.  Nowadays, however purpose driven brands may be, if they cannot demonstrate a resilient business model, combining strong sales growth with a clear route to profitability, they will not pass the test. Topline growth is all very well but without gross margin and a focus on EBITDA investors will look elsewhere. Challenger brands do not have it easy.  There are few markets as competitive as UK grocery, so it’s hard enough in the first place to get the attention of buyers, assemble the right commercials and marketing mix to win limited space available away from established brands – and then to stay listed into the medium term with constant sales growth.  Throw in a pandemic – when retailers paused or delisted many in favour of their bigger suppliers able to guarantee levels of stock – and a more discerning investment community, and things are harder still. Brands who realise that purpose and sustainability are table stakes and who have a clear-eyed plan for profitable growth will be the ones to attract buyers and investors – and likely still be on the shelves in the years to come. To get in touch with our UK team Contact Us

Why PR is Important in the Food and Beverage Industry

Setting the Table – Introduction to PR in the Food and Beverage Industry Public Relations (PR) is the unsung hero behind the culinary scenes, orchestrating the symphony of tastes that dance on our palates. In the dynamic and competitive realm of the Food and Beverage industry, PR plays a pivotal role in shaping perceptions, fostering brand loyalty, and navigating the ever-changing landscape. From Michelin-starred restaurants to local food joints, effective PR strategies are indispensable for creating a delectable narrative that resonates with audiences. To truly appreciate the importance of PR in the food & beverage industry, one must understand its role in setting the table for success. PR acts as a strategic chef, crafting a narrative that goes beyond the mere presentation of dishes. It’s about creating an experience, weaving stories around ingredients, culinary techniques, and the passionate individuals who bring gastronomic delights to life. Just as a carefully curated menu entices diners, a well-crafted PR strategy captivates audiences, enticing them to explore and savour the offerings of a particular establishment. In the food & beverage industry, where trends are as ephemeral as a soufflé’s rise, effective communication is the secret ingredient that distinguishes a thriving establishment from the rest. From the farm-to-fork movement to the rise of sustainable dining, PR professionals are tasked with translating these trends into compelling narratives that resonate with consumers. By keeping their fingers on the pulse of industry developments, PR experts ensure that the stories they tell not only capture the current zeitgeist but also anticipate the changing tastes of discerning consumers. The Gastronomic Narrative – Crafting Compelling Food Stories The heart of the food & beverage industry lies in its stories – the journey of ingredients from field to plate, the inspiration behind signature dishes, and the dedication of chefs to their craft. PR in the food & beverage sector acts as the storyteller, weaving these narratives into a tapestry that not only tantalises taste buds but also establishes an emotional connection with the audience. Every dish has a tale to tell, and PR professionals are the authors who bring these stories to life. Whether it’s tracing the origins of a rare spice, highlighting the sustainable practices of a local farm, or showcasing the cultural influences behind a recipe, effective storytelling can turn a simple meal into a culinary adventure. By humanising the food experience, PR builds bridges between chefs, producers, and consumers, fostering a deeper appreciation for the craft and the community that sustains it. In an age where social media is the new dining table, the power of visual storytelling cannot be overstated. PR in the food & beverage industry utilises platforms like Instagram, Pinterest, and TikTok to showcase the artistry of chefs, the vibrancy of ingredients, and the ambience of dining spaces. Through carefully curated visuals, PR not only stimulates the appetite but also sparks conversations and cultivates a community of food enthusiasts who eagerly await the next chapter in the culinary narrative. From Plate to Perception – Shaping Brand Identity In the food & beverage industry, where competition is as fierce as a chilli-infused curry, establishing a distinctive brand identity is the key to standing out in a crowded marketplace. PR plays a crucial role in shaping how a brand is perceived, influencing consumer attitudes and preferences. Just as a chef meticulously plates a dish to appeal to the senses, PR professionals strategically position brands to create a lasting impression. From the choice of language in press releases to the design of a restaurant’s logo, every element contributes to the overall brand identity. PR ensures that the narrative aligns with the brand’s values, allowing consumers to connect with a restaurant not just as a place to eat but as a part of their lifestyle. In an industry where reputation is as delicate as a soufflé, crisis management is a skill that PR professionals must master. Whether it’s handling a food safety issue or responding to a negative review, effective PR can turn a potentially damaging situation into an opportunity for redemption. By transparently addressing challenges and showcasing the commitment to continuous improvement, brands can build trust and loyalty among their customer base. Beyond the Plate – Community Engagement and CSR In the modern food & beverage landscape, consumers are not just patrons; they are active participants in the culinary journey. PR in the industry extends beyond the confines of the restaurant kitchen, fostering community engagement and promoting corporate social responsibility (CSR) initiatives. A restaurant is not just a place to eat; it’s a community hub. PR professionals understand the importance of engaging with local communities, supporting events, and participating in initiatives that resonate with the target audience. Whether it’s collaborating with local artisans, hosting charity dinners, or promoting sustainability efforts, community engagement enhances the brand’s image and strengthens its ties with the people it serves. CSR has become a critical ingredient in the recipe for success in the food & beverage industry. PR plays a vital role in communicating a brand’s commitment to ethical practices, sustainability, and social responsibility. From sourcing ingredients responsibly to reducing food waste, brands that align with the values of socially conscious consumers are more likely to gain favour and loyalty. PR ensures that these efforts are not just internal policies but compelling stories that resonate with the audience. Navigating the Digital Culinary Landscape – Social Media and Online Presence In the age of smartphones and influencers, a restaurant’s online presence is as crucial as the taste of its dishes. PR professionals in the F&B industry must navigate the digital landscape, leveraging social media and online platforms to connect with a diverse audience. Social media has revolutionised the way we experience food, transforming it into a visual and shareable commodity. PR in the food & beverage industry harnesses the power of platforms like Instagram, Twitter, and Facebook to create a virtual feast for the eyes. From mouth-watering food photography to behind-the-scenes glimpses of the kitchen, a robust online presence enhances brand visibility and creates a sense of accessibility that resonates with modern consumers. Online reviews and ratings can make or break a restaurant in today’s digital age. PR professionals monitor and respond to online feedback, turning criticism into an opportunity for improvement and positive reviews into powerful testimonials. By fostering a digital dialogue, PR not only strengthens the relationship between the brand and its customers but also influences the perceptions of potential diners, shaping their expectations before they even set foot in the restaurant. Culinary Diplomacy – Collaborations and Partnerships In the interconnected world of the food & beverage industry, collaboration is the secret sauce that adds depth and flavour to a brand’s identity. PR professionals play the role of culinary diplomats, forging partnerships and collaborations that elevate the brand and expand its reach. Collaborations between restaurants, chefs, and other brands have become a powerful marketing tool in the food & beverage industry. PR professionals identify synergies between different entities, creating partnerships that go beyond the culinary realm. Whether it’s a collaboration between a renowned chef and a local brewery or a joint venture between a restaurant and a fashion brand, these initiatives generate buzz, attract new audiences, and create memorable experiences that enhance the brand’s image. Strategic partnerships also extend to influencers and food critics, who wield significant influence in shaping public opinion. PR professionals identify individuals whose values align with the brand, fostering relationships that result in authentic endorsements. By leveraging the reach and credibility of influencers, restaurants can amplify their message and tap into new markets, solidifying their position in the competitive food & beverage landscape. A Pinch of Crisis Management – Navigating Challenges with PR In an industry where success is as delicate as a perfectly crafted dessert, crises are inevitable. From food safety concerns to negative publicity, effective crisis management is a skill that PR professionals must master to ensure that a brand emerges unscathed. Crisis management in the food & beverage industry goes beyond damage control; it’s about turning challenges into opportunities for growth. PR professionals must act swiftly and transparently, communicating with the public and addressing concerns with empathy and sincerity. Whether it’s a product recall or a public relations crisis, the way a brand handles adversity can define its long-term success. Proactive crisis management involves anticipating potential issues and having a robust communication strategy in place. From training staff to handle difficult situations to monitoring online conversations and news trends, PR professionals must be vigilant in protecting the brand’s reputation. By demonstrating accountability, transparency, and a commitment to improvement, a brand can not only weather the storm but emerge stronger and more resilient. A Taste of Success – Measuring PR Impact in the Food & Beverage Industry In the culinary world, success is measured by the satisfaction of diners and the acclaim of critics. Similarly, the impact of PR in the food & beverage industry can be gauged by tangible outcomes, from increased foot traffic and positive reviews to enhanced brand recognition and customer loyalty. The effectiveness of PR campaigns in the food & beverage industry can be quantified through key performance indicators (KPIs) such as media coverage, social media engagement, and customer feedback. By analysing these metrics, PR professionals can assess the reach and resonance of their strategies, making data-driven decisions to refine and improve future campaigns. Customer loyalty and repeat business are the ultimate indicators of PR success in the food & beverage industry. When diners feel a connection to a brand beyond the food on their plate, when they become ambassadors who eagerly share their experiences with friends and family, PR has achieved its goal. Ultimately, the taste of success in the food & beverage industry is not just about what’s on the menu but how well the brand’s story is told, shared, and savoured by its audience. In conclusion, Public Relations in the Food and Beverage industry is a multifaceted art that goes beyond mere promotion. It is the alchemy that transforms ingredients into experiences, narratives into brand identities, and challenges into triumphs. As the culinary landscape continues to evolve, PR will remain an essential ingredient, shaping the way we perceive, engage with, and celebrate the diverse and delectable world of food.

A cry for innovation

Retailers are rationalising their assortments and FMCG producers are launching fewer innovations. The result is an erosion of the consumer offer. According to the research company Circana in 2022 carried out in 6 major European markets (UK, Germany, France, Spain, Italy and the Netherlands), a drop of over 16.5% was noticed in new product launches – and in France the decrease was even over 30%. Both retailers and producers are concentrating on their core ranges to safeguard their market share. Cost price increases have dominated the retail debate for the last 24 months. The P&L has come under scrutiny especially on production costs, the retailers are wanting to safeguard their margins and the consumer has become even more price conscious due to a reduction of buying power.Bigger brands in particular launched fewer new products onto the market. Medium and small sized companies were the innovation drivers: 75% of new launches and 68% of innovation turnover was generated by SME’s. The tough retail stance vs low rotation products has made it even more difficult for newcomers to succeed. New product launches need time to be picked up by consumers, time which is no longer given by the multiples. This is proving to be short term thinking. Sustainable growth is only possible with a good degree of innovation. New products drive consumer demand. Brands need new product launches to grow and protect their market share. The alternative is a fight for market share on price. And in the end only those retailers which have price as a key cornerstone of their business, soft and hard discounters, are the winners. Mainstream retailers with a DNA of originality, quality and differentiation lose in the end. And with them the suppliers. Supermarkets become too much of the same and the curious consumer, often a food lover, feels abandoned. Medium and smaller companies are more flexible, more entrepreneurial and often more creative. But their inventions need to get the chance to get onto the shelf. With an overly conservative retailer attitude, these innovations simply don’t get the chance to prove themselves. It is a killer for the start-ups and puts medium sized food companies under serious pressure, jeopardizing future innovation. Companies with a drive for NPD should be supported. Retailers should shift their focus back to dynamizing their categories in store. Margins, healthy rotations and innovation can go hand in hand. It simply needs a bit of courage. To get in touch with our Belgium team Contact Us

Lidl simplifies its stores in Belgium

German supermarket chain Lidl wants to simplify its store concept in Belgium. All Belgian stores should have the same floor plan .This should increase recognisability for customers, but also efficiency for staff. In Germany, Lidl is reverting to its discount roots under pressure from major competitor Aldi: the shops are becoming more sober and will have a smaller assortment. ‘In Belgium, such a turnaround is not on the cards’,  says spokesperson Isabelle Colbrandt,  although it is planned that all 310 Belgian shops will have the same interior and floor plan. This should improve recognisability for customers, but also improve efficiency for staff. That way, it should also make it possible to save costs. “The aim is for customers to recognise a Lidl when they step inside. Specifically, you will encounter the bakery, fruit and vegetable department first when you enter the shop,” said Isabelle Colbrandt. ” “At the moment, there are lots of different variants between our stores, so there are lots of different operational tasks per store. By going to one clear store concept across all stores – also in terms of logistics, transport, deliveries, etc. – it will also be simpler and more efficient for our staff.” On the one hand Lidl has proven to be a fierce competitor to Delhaize and Colruyt, eating market share, whilst at the same time, being in troubled water with cumulative annual operational losses.  The focus on chilled and fresh, a strategy of the last few years, will be scaled back again. To get in touch with our Belgium team Contact Us

CONAD opens the first checkout-free supermarket in Italy in Verona

Trentino cooperative Dao’s customers will be able to take products from the shelves and then leave without passing through a checkout. Plans are already in place for a second. Intelligent cameras and scales will recognize what is selected by each customer, who will then be able to view purchases on special displays once they reach the payment area. Here the payment will take place exclusively digitally: it will be possible to pay with credit and debit cards from all banks. For the technological development of this innovative store, Dao worked with Sensei, a Portuguese tech company that has already managed the opening of autonomous stores in Europe and South America. The new Prende&Vai in Verona promises a new way of shopping in the Tuday Conad format. Dao has in fact created a space where technology is conceived as a tool at the service of traditional shopping. On the one hand, AI helps to make shopping more convenient and faster, and on the other it helps the company to improve the understanding of purchasing habits in the specific store, allowing those who manage it to adapt the assortment to real needs. In any case, unlike the cashierless stores already open in the rest of the world, staff will always be present at the Conad Take&Go Tuday in Verona, trained to assist and accompany customers in this innovative experience To get in touch with our Italy team Contact Us

Protein is still the most sought after functional ingredient in food and drink for UK consumers

A recent survey by Vypr among 4,000 consumers demonstrates that the quest for health remains a powerful motivator for consumers seeking out foods high in protein, as well as those promoting gut health. No longer just the preserve of young males concerned about muscle mass, the importance of protein is increasingly recognised by those in middle age wanting to guard against weight gain and muscle loss and to promote strong bones. Protein is seen by 38% of consumers as the most important functional claim, followed closely by 36% for whom it is gut health. 53% of those surveyed claim to be aware that the microbiome influences brain function and emotion. Protein bars and other snacks are also benefiting from the new High Fat Sugar Salt (HFSS) regulations where less healthy products are unable to be sold in aisles near the checkout or other secondary locations, freeing up space for existing and new to market brands with a healthier ingredient spec where protein scores highly. To get in touch with our UK team Contact Us

Dutch supermarkets Albert Heijn and Jumbo joining international buying alliances

The recent news that Dutch supermarkets Jumbo and Ahold Delhaize are joining international purchasing alliances has major implications for the competitive landscape in the Netherlands. These new purchasing alliances, such as Everest, Epic Partners, Eurelec and AMS, provide a stronger bargaining position with manufacturers, similar to the bargaining power of the European Union compared to other trading blocs. This may lead to the elimination of cross-border price differentials and makes it easier for retailers to ask manufacturers to adapt product packaging so that the same products can be sold at comparable prices in different countries. While this is good news for supermarkets, consumers and policymakers, it also raises concerns for major food manufacturers. For the Netherlands, this means that Albert Heijn and Jumbo are strengthening their competitive position against other buyers, especially discounters Aldi and Lidl. Ahold Delhaize’s entry into Eurelec puts it on an equal footing with the Schwarz group (Lidl, Kaufland). This strong position of the price fighters is why German supermarket companies such as Edeka and Rewe are driving the new generation of cross-border purchasing clubs. Superunie, an old-fashioned cross-border purchasing club, will be concerned about the developments around the purchasing of Albert Heijn and Jumbo, as the individual members are smaller players on a European scale. What approach it might take is not yet clear. To get in touch with our Netherlands team Contact Us

The battle for the new shopper in Central Europe 2023

After speaking with a large numbers of consumers, interviewing leaders of CE retail and CPG (Consumer Packaged Goods) manufacturers, and combining those insights with additional research, a new report from McKinsey concludes that the grocery sector is experiencing a remarkable transition. This shift may alter the way consumers shop, the way grocers build their value propositions, and the way manufacturers build their brands.The main insights we are sharing in this report are as follows: Consumers trading down at scale, shifting to cheaper grocers, switching brands, and giving up on quality. After the severe inflationary shock of the past 18 months, consumers have become more sensitive to increasing price points and are looking for cheaper options. Although this means being cautious about how much they buy, it’s mostly about finding the best places to shop, identifying name-brand products they can replace with private-label brands, and reducing overall grocery spending to compensate for lower disposable income. All of this has resulted in a greater willingness to swap usual shopping destinations or favourite brands with acceptable replacements. The search for promotions and discounts. Promotions have always played an important role in driving traffic for the grocery business, when done properly. Bearing in mind the current all-time high interest in attractive promotions, retailers and suppliers need to increase their focus on crafting the right selections to lure shoppers and increase brand attractiveness. The commoditisation of health and locality. Inflation is cooling consumer sentiment towards healthier and more sustainable products. In our view, this shift is driven by an increasing penchant to purchase affordable products. Consumers are no longer willing to pay extra for products with already-inflated prices, which holds true for all age groups except Gen Z, who understand the value of organic and locally sourced products,and are willing to pay more. Local one-stop shopping reinvented. Consumers still require proximity to a shopping destination. Regardless of how price sensitive they become, some weekly shopping will always be carried out in a local store. More importantly, the better the value proposition of a local store, the more shopping will be done there. The search for a competitive edge in online. Online grocery shopping in Central Europe continued to gain share in 2022, building on pandemic-related gains from 2020–2021. This differs from Western Europe, which experienced a market correction last year. At the same time, CE consumers intend to spend less on online grocery in the coming year, with price being the key barrier to entry. Central Europe is also not a uniform market, since Czechs and Romanians shop online primarily for convenience, while Poles often hunt for deals. Adapting to the Gen Z-driven market shift going forward. One of the most important trends impacting the market in the next couple of years will be the increasing role of Gen Z consumers (born in 1995 -2012) as primary household spenders. The growing economic clout of Gen Z means networks will need to adjust their value propositions accordingly. This includes meeting the increased interest in specific types of products—which can be done by proper assortment management and building seamless experiences—to increase attraction and loyalty. Combining online and offline experiences into a seamless one will be crucial in convincing Gen Z shoppers to stick with specific retailers, despite their greater willingness to switch between players. Addressing cost and margin pressures are a paramount priority for grocery players. Recent inflationary pressures affected both retailers and CPG manufacturers, with 53 percent of CE companies reporting lower profitability in 2022. In order to maintain or recover profits moving forward, retailers and CPG manufacturers should focus on pulling all key levers to help them rebuild their fundamentals. To get in touch with our Poland team Contact Us

Shopping trolley still 14.7% more expensive than a year ago

Although food inflation in Belgian supermarkets is falling, it still remains very high. Testaankoop calls for the government to take measures and act against deceptive practices such as “shrinkflation”. While food inflation was still 15.4% in July, it fell to 14.7% in August. This is according to a new price survey by Testaankoop of 3,000 products in stores of supermarket chains Albert Heijn, Aldi, Carrefour, Colruyt, Cora, Delhaize and Lidl. An average family of two spent 533 euros in the supermarket last month, or 69 euros more than a year ago, according to the consumer organisation. For six months in a row already, it is vegetables that have risen the most in price: they were on average 31% more expensive in August than a year ago. Carrots became 70% more expensive, onions +55%. Ketchup (+49%), tomato puree (+41%) and frozen fries (+39%) also continued to rise sharply in price. Eggs rose 25% in price, ready-to-eat dishes 23%, and paper goods 20% – and this despite inflation for this category also reaching 33% last year. Testaankoop points out that falling commodity prices are not yet translating into lower prices on shop shelves. Although prices on international markets have been falling since March 2022 for vegetable oil (-48%), frying oil is now 36% more expensive on average in March last year. Dairy prices have been falling since June 2022, but more than 90% of semi-skimmed milk and young cheese are now more expensive than then. Cereals became 17% cheaper on average since October 2022, but flour and pasta are still mostly more expensive than in October last year. The consumer organisation points an accusing finger at the government: “We feel that the government has not addressed this crisis. Rising prices have changed the eating habits of the majority of Belgians: they have opted for lower-quality products. Besides the impact on their wallets, this also has an impact on consumers’ health,” spokeswoman Julie Frère told La Libre. She thinks the Economic Inspection should be more diligent in checking retailers’ promotional activities, and is surprised that the practice of shrinkflation, in which brands do not raise their prices but reduce the quantities sold, is considered legal. To get in touch with our Belgium team below Contact Us

Brussels wants to make international sourcing easier

The European Commission wants to make international purchasing easier for retailers, responding to complaints about international purchasing barriers. The EC is working on a plan for the extension of the geo-blocking regulation. This bans manufacturers from charging higher prices for products from countries other than their own. Retailers have long complained that manufacturers are trying to avoid international sourcing, which is often cheaper. For months now, Dutch online supermarket Picnic has been selling a range of products sourced in Germany. This is parallel importing and Picnic is breaking the rules, although Picnic denies it. In times of high inflation and shrinking purchasing power, the EC wants to remove barriers. It is expected that this process will take some time. In the meantime, new obstacles are emerging. For example, French retailers will have to sign contracts for delivery under French law. In addition, Belgium is working on a deposit system of its own. To get in touch with our Netherlands team below Contact Us

Insects: The protein of the future?

More than 2 billion people in 80% of the countries of our planet are already eating insects in their basic diet. Insects are as good or better than meat in terms of nutrients, iron and protein and have a minimum impact in climate change factors unlike cattle breeding, according to the FAO. In 2018 the European Union through EFSA started allowing the human consumption of up to 3 species of insects and in Spain they are already being commercialised and new farms are being developed to raise insects and pack them to sell or convert them into flour. According to a recent survey from Nestle, up to 20% of Spaniards are willing to eat them but almost half of them declare that they will prefer to use them as an ingredient “hidden” in the recipe.Europeans are more than used to eating arthropods (if only of the aquatic variety), so the big question would be: when the cultural barriers to eat insects will break down as they did for raw fish when sushi entered into Western households? To get in touch with our Spain team below Contact Us

Nordic Markets among world’s most innovative

Nordic markets rank second, sixth and ninth in the world in the ranking of the world’s most innovative countries when the UN makes its annual ranking. It is the sixteenth year in a row that Sweden is ranked in the top three in the world. Switzerland is number one on the list in the Innovation Index measurement. The Global Innovation Index examines 132 countries’ innovation opportunities and results based on 80 indicators. In addition to criteria such as patents and trademark applications, the index measures indicators for high-tech exports, political climate, education, scientific publications, infrastructure and idea creation, among other things. Looking at the food and drink market within the Nordic region Sweden is clearly the leader. Well-known international brands are using Sweden as test market before launching into other markets as Swedish consumers are positive and open-minded. The mix of a strong tech scene, curious customers, forward-looking food and agricultural universities, as well as the growing interest for food in the investment sector makes up for a growing innovative food sector. The world’s 10 most innovative countries in 2023:1 Switzerland2 Sweden3 United States4 Great Britain5 Singapore6 Finland7 The Netherlands8 Germany9 Denmark10 South Korea To get in touch with our Nordic team below Contact Us

Food trends update for 2024

The German “ZukunftsInstitut (= Future Institute) hs updated its trend report for the coming 5 years.  Food trends evolve, become stronger or weaker, or stagnate.  They can develop new dynamics driven by technical innovation and social or cultural impulses.   They reflect what consumers desire from agriculture, food producers, retail or foodservice. 1. Plant-based Food and Carneficonados New technology has given greater importance to plants, resulting in various forms of imitation meat and fish.  This trend follows growing awareness of climate and the environment.  It is also reinforced by growing awareness for animal welfare. Starting with substitutes for unstructured meat (eg.minced), avant garde plant-based suppliers have developed products resembling whole meat cuts such as fillet steaks (“Beyond Food”), chicken-breast (“planted”), or flank steaks (“Redefine Meat”).  Consumers continue to trial purchase new non-meat items but manufacturers complain about low repeat purchase rates.  Manufacturers are thus focusing on taste and shorter ingredient lists. It is easier for hybrid products to win on taste.  They contain just a little meat.  Competition in the future could come from precision fermentation cultivated from muscle or fat cells (cultivated meat or fish). The trend to meat alternatives has led also to an anti-trend.   Carneficonados and Vegourmets avoid industrial production and plant-based food.  Top chefs are more and more showing their skills by creating original meals with vegetables, fruit, cereals, pulses and herbs. 2. Female Connoisseurs Female connoisseurs have evolved strongly in the German F&B business since 2018.  Top female chefs are no longer exotic exceptions and play a stronger role in driving change in the food business. Many new cooking and restaurant trends focused on vegetables show a female touch.  Change is also apparent in leading food companies such as Nestlé, Unilever and Danone.  Some successful start-ups are also driven by women. 3. From Zero-Waste to Circular Food In Germany, up to one third of grocery items end up as waste.   It will be hard to reach the EU objective of cutting this waste rate in half, bearing in mind the side effects of the pandemic, the war in Ukraine and extreme drought in S. Europe. It is recognized that zero-waste will not just be achieved by end consumers.   Big Food and Big Retail must also be integrated and involved. 4. Regenerative Food Regenerative food puts the focus on farmland as the decisive key to an effective eco-system.  Regenerative agriculture uses organic instead of synthetic fertilisers, mixed fruit farming and deep-rooting.   A variety of organisations and producers have joined the Regenerative Organic Alliance, which is also supported by Nestlé, General Mills and Unilever who all by 2050 fear a loss of 10% of plant production due to soil erosion To get in touch with our Germany team below Contact Us

Should we worry for the future of International A-brands?

It looks like leading International A-brands in particular are currently becoming more and more under siege. A development that is of potential concern given that the NPD power of these type of brands is highly important for the general future of the food sector (both for retailers and for suppliers). Should we therefore worry? In these times of high inflation and tight budgets, consumers are exchanging A-brands for Private Label products on a large scale. This is also influenced by the fact that more often independent product tests by local consumer organizations show private label products as the clear test winner which each time puts further pressure on the perceived intrinsic value of competing A-brands. The actual rise of new, modern, more intensive and effective, cross border, buying organizations is a further threat for suppliers of leading International A-brands. The main reason why leading Dutch retailers like Albert Heijn and no 2 Jumbo Supermarkets recently announced becoming members of different modern International buying groups (Albert Heijn in Eurelec, together with Rewe and E. Leclerc: and Jumbo in Everest, together with Edeka) is fundamentally to increase their commercial position vs. the leading A-brands. The fundamental answer that A-brands could give to these threats is to develop real innovations. However, A-brands are facing two main issues here. Firstly major innovations often take place in chilled and, apart from categories like dairy and meat replacers, often A-brands do play a more limited role in these categories as retailers increasingly claim these categories for private label. Secondly, once innovations are being launched they very soon get duplicated by a private label or budget brand. This has had a negative impact on the real NPD launches undertaken by A-brands in the last few years. Looking at innovations at the last Anuga most of these could be summarized as “more of the same”. Most of these could be clustered for a number of years under trends like “more healthy, clean label and plant-based” but nothing fundamentally beyond that. Real fundamental innovations like in the past Yakult and Becel Pro-Activ are missing in the current climate but would be vitally important for the food sector (retailers and Industry together) to drive the future volume growth in the food sector but also in order to safeguard the future profit contribution potential of the sector. It therefore is a very fine balance which international retailers are facing in dealing strategically with A-brands. On the one hand the increasing trading friction leading to further promotion of PL’s and stronger international negotiations vs. the need for A-brands to maintain substantial minimum volumes in order to finance the much needed core R&D investments.

From Kitchen to Headlines: The Journey of a Food PR Campaign

In the world of gastronomy, where flavours blend, and culinary dreams take shape, the role of a food PR agency is both exciting and pivotal. At Green Seed Group, we understand the essence of a successful food and drink PR campaign – one that takes a culinary creation from the kitchen to the headlines, captivating hearts and taste buds along the way. In this blog post, we invite you to join us on a journey, behind the scenes, as we unravel the steps, secrets, and stories that transform an idea into a culinary sensation. Setting the Table for Success Identifying the Objective The journey of a food PR campaign begins with a clear destination in mind. Our clients approach us with diverse objectives – from launching a new restaurant to revitalising an established brand. It is our responsibility to delve into their business goals, understand their culinary vision, and align our PR strategy accordingly. For instance, when we were tasked with launching a farm-to-table restaurant, we focused on creating a narrative that celebrated sustainability and local produce. Crafting the Narrative The soul of any food PR campaign is its narrative. At Green Seed Group, we work closely with chefs, food producers, and culinary experts to unearth compelling stories. These stories often revolve around the origin of ingredients, cultural influences, or the personal journey of a chef. This storytelling aspect not only makes the campaign relatable but also endears the food and drink brand to its audience. Building the Team Behind the success of any campaign lies a dedicated team of professionals. At Green Seed Group, our team consists of PR experts, food photographers, writers, social media and digital marketing managers, and event planners. Collaboration among these experts is the cornerstone of a well-executed campaign, ensuring that every element aligns seamlessly. Preparing the Ingredients – Strategy and Planning Targeted Media Outreach In the realm of food marketing and PR services, media outreach is akin to planting seeds. We meticulously curate a list of food journalists, bloggers, and influencers who are the ideal messengers for our client’s culinary stories. The art of building relationships with these media representatives ensures that our campaign reaches the right audience. Event Planning Food events, tastings, and product launches, are often the milestones of a food PR or marketing campaign. These events are where our narrative comes to life. They require meticulous planning – choosing the perfect venue, crafting an inviting guest list, and designing an experience that leaves a lasting impression. Content Creation In the digital age, compelling content reigns supreme. Our creative professionals collaborate to generate high-quality content for various campaigns, including blog posts, videos, and social media updates. These pieces of content are carefully curated to encapsulate the essence of the campaign, conveying both visuals and storytelling. Cooking Up the Campaign – Implementation and Execution Media Engagement With the groundwork laid, it’s time to engage the media. We send out press releases, prepare press kits, and arrange exclusive previews for journalists. The objective of media relations is to generate buzz and secure media coverage, catapulting our campaign into the spotlight. We have found that forging personal connections with the media often yields the most authentic and impactful coverage. Event Day The day of the event is a culmination of months of planning and preparation. Every detail, from the menu to the decor, must be perfect. As guests, media, and influencers arrive, the campaign’s narrative takes centre stage, and our clients get a chance to interact directly with their audience. Social Media Activation While the event unfolds, our social media team is hard at work, generating real-time updates, live streams, and engaging with the online audience. Carefully chosen hashtags and geotags amplify the campaign’s reach, ensuring that the digital audience is just as captivated as the physical attendees. Savoring Success – Measuring Impact and Results Media Coverage After the event, we closely monitor media coverage, collecting articles, reviews, and social media mentions. Positive reviews and feature stories are indications of a successful campaign. Additionally, any issues or negative feedback that go to agency are addressed promptly, demonstrating our commitment to client satisfaction. Audience Engagement While media coverage is essential to increase brand awareness, we recognise that success extends beyond it. Metrics such as website traffic, social media engagement, and audience growth are analysed to gauge the campaign’s impact on the target audience. These insights help us tailor our communications strategies, for maximum engagement. Feedback and Adjustments No campaign is without its challenges. At Green Seed Group, we value feedback from guests, media, and influencers. We use this input to make necessary adjustments. This iterative process ensures that each campaign surpasses the last, building upon previous successes. Beyond the Plate – Lasting Impact and Legacy Brand Building A successful food and drink PR campaign is not just about immediate sales results; it contributes to long-term brand building. Consistency in messaging and storytelling helps establish our clients’ culinary brands, ensuring that they remain top-of-mind in the culinary world. Community Engagement Culinary businesses often become integral parts of their communities. Our food PR campaigns often extend beyond the kitchen, engaging with the local community through events, charity initiatives, and partnerships. This community engagement creates a positive legacy and enduring business relationships. Evolution and Innovation The culinary world is dynamic, with evolving trends and consumer preferences. Green Seed Group keeps a vigilant eye on these changes, staying updated on food trends, emerging technologies, brand development, and industry shifts. This knowledge allows us to adapt our strategies and continue delivering successful campaigns that resonate with evolving tastes. Conclusion From the inception of an idea in a kitchen to making headlines and leaving a lasting impact, the journey of a food and hospitality industry PR campaign is a thrilling ride. At Green Seed Group, we take pride in orchestrating this journey, crafting narratives, building relationships, and measuring impact. Each campaign is a unique fusion of creativity, strategy, and dedication, aimed at transforming culinary dreams into reality. As the culinary world and food and drink industry itself continues to evolve, so do our strategies, making each campaign an exciting chapter in the ever-evolving story of culinary success. We invite you to savour the journey with us, from kitchen to headlines, and beyond.

The Dutch are willing to eat more sustainably, provided it doesn’t cost them too much money

Research conducted by consultancy and insights bureau Opinium shows that 82% of the Dutch consider it important to shop sustainably, but at the same time 61% of them mention that price plays a major role. Two thirds of the participants in this survey say they try to limit the environmental impact of the food they consume, 11% of whom report that the environment is their main concern in this respect. Nevertheless, 39% of those surveyed believe that supermarkets have to reduce their prices in order for consumers to be able to shop more cheaply. The fact that price has become a more important factor is related to the continuing rise in the cost of living. Weekly average groceries have increased by €29.60 on average per week and 39% of those questioned said they can barely survive financially. In order to afford their weekly groceries, consumers were forced to make drastic lifestyle changes. This includes buying fewer groceries, reducing their use of fuel and even consuming less food in order to be able to afford their purchases. Dutch consumers consider the environment important, but also expect supermarkets to adjust their prices to encourage consumers to buy more sustainably. To get in touch with our Netherlands team below Contact Us

From Concept to Crave: How Food Branding Can Transform Your Business

At GreenSeed Group, we understand that the world of food is not just about sustenance for the average food shoppers; it’s a symphony of flavours, quality, stories, and experiences. In the gastronomic journey from concept to crave of your food products, we are your guiding light, transforming your culinary vision into a food brand that tantalizes taste buds and leaves a lasting impression on the food industry. Join us on this delectable adventure as we explore how our comprehensive approach to food branding can metamorphose your food business from a mere idea into mouthwatering and sensational food products. Cultivating Culinary Identity: Sowing the Seeds of Success Every culinary endeavour begins with a seed of inspiration. At GreenSeed Group, we help you nurture this seed into a thriving food brand identity. Our seasoned marketing strategy experts work closely with you to capture the essence of your concept – the heart and soul of your cuisine. By crafting a compelling narrative in the brand story and brand message that resonates with your target audience, we lay the foundation for a brand that goes beyond the plate, creating an emotional connection with more customers. We will integrate these developments across the marketing board for your company, including them in your social media accounts, to ensure you are actively providing effective competition for rival brands. It is important that your food is not only great, but that it meets the demand of the average consumer you are targeting. Designing a Visual Feast: Aesthetic Excellence at Its Best In a world driven by visuals, your food brand design is a feast for the eyes. At GreenSeed Group, we understand the art of crafting a visual identity as exquisite as your creations. From menu layouts that engage to food packaging designs that entice, our designers weave a seamless tapestry of aesthetics and functionality. The result? A visual experience that leaves a lasting impression, inviting consumers to indulge in your delicious food choices. We know, for instance, the importance of eco friendly and minimalist packaging in the modern food industry, especially as many of the favorite food brands of your consumers that you are in direct competition with may be doing the same. If you are aware of the environmental impact of the packaging of food products, we can make sure you meet the current standards. The average customer nowadays is concerned about waste in food production, whether it’s at the cooking stage or in the packaging. We can also use the packaging of your food products to focus on your attitudes towards waste and the health and well-being of your consumers. Savouring Success Abroad: Export Strategies that Reach New Horizons As your food production brand flourishes, the allure of the international market of food brands beckons. GreenSeed Group is your compass for expanding horizons and can have a huge influence on how you develop a robust supply chain to handle exports beyond your local market. Our export marketing strategies combine market intelligence with cultural sensitivity, ensuring a seamless transition strong food branding to new territories and new customers. From adapting your messaging to compliance with food industry regulations, and fit in with the needs and requirements of different e commerce platforms, we pave the way for global success while retaining the authenticity that makes your brand exceptional. We can also help identify the best foreign businesses and brands to create an effective supply chain for your food products. Navigating the Flavourful Waters of Market Research Insight is the compass that steers your brand toward success. At GreenSeed Group, we employ meticulous customer market research to illuminate the path ahead, providing you with strong branding. Through comprehensive analysis of consumer behaviours and food industry trends, we uncover the nuances that set your brand apart from other food companies. Armed with these insights, we collaborate with you to refine your offerings, ensuring that each bite resonates with your target audience’s desires. We will help to highlight the various aspects of your food that sets it apart, such as whether it is sustainably sourced and your attitudes and strategies in relation to food waste. This will ensure that you stand out from the crowd. Stirring the Media Pot: Food PR that Makes Headlines In the digital age, the right media exposure can propel your brand to stardom. We would go as far as to say that it is an essential part of making sure your food and beverage company has the success you desire. Enter GreenSeed Group’s expert food PR team. With our extensive network and strategic approach, we create a buzz that resonates across screens, magazines, and social media channels. From captivating events to mouthwatering press releases, we position your brand in the spotlight, captivating audiences and making headlines that leave them craving more. Embracing Emotional Branding: Crafting Authentic Connections Food is not just sustenance for your consumers; it’s an emotional journey that invokes memories and feelings. At GreenSeed Group, we recognise the power of emotional branding. By infusing your brand with relatable sentiments, we create connections that transcend transactions. Our strategic approach ensures that each interaction with your brand evokes a sense of familiarity and authenticity, transforming casual consumers into loyal enthusiasts. A Dash of Data: Fueling Growth with Analytical Insights Data is the secret ingredient that fuels continuous growth. GreenSeed Group employs rigorous analytics to monitor consumer behavior, feedback, track sales patterns, top trends, and identify opportunities offering full access. This data-driven approach enables us to provide actionable recommendations that keep your food branding relevant and thriving, ensuring that every decision is informed and strategic. Which helps to make sure you are able to compete successfully with food brands and food businesses. Nurturing with Marketing Support: Your Partner in Progress From concept to crave, the journey is never solitary for a food company. At GreenSeed Group, as an experienced and creative agency, we are your steadfast partner in assisting you with focused progress. Our comprehensive marketing support ensures that your brand’s message reaches the right audience through the most effective channels. From digital strategies to experiential campaigns, we provide the tools and expertise to keep your brand in the spotlight, nurturing its growth and ensuring its place in the hearts of your consumers. Nowadays, given how competitive the food industry is, it’s important to stay relevant and consistently meet the demand of consumers, no matter how often it changes. You can’t just get by on a great-tasting or well-packaged product. You need to consider all elements and aspects. We are the team to help you with ideas that work. Marketing that has been created by our team will help you stay focused and relevant. In Conclusion: Savoring the Success Together From concept to crave, the development of your culinary dream into a revered brand is a journey of passion, innovation, and collaboration. At GreenSeed Group, we are more than just a food marketing business – we are your partners in realising your gastronomic aspirations. With our knowledge and expertise in food PR, export strategies, advertising and market research, and marketing content support, we are committed to guiding you every step of the way, creating a food branding that doesn’t just satisfy cravings but also becomes an unforgettable part of the culinary landscape, while securing more sales in the process. We will help you beat out the competition offered by other food companies and gain the consumers you desire. Join us on this delectable journey, take advantage of our expertise and experience and let us savour success in the food industry together.

Stark Choices being faced by the Polish Dairy Industry

Despite the war still raging in Ukraine, energy prices still unresolved and inflation still taking its toll, the reality in the dairy industry is very different according to Marcin Hydzik, president of the Association of Polish Milk Processors. According to data from the Ministry of Agriculture and Rural Development, the prices of all dairy products monitored under the Integrated Agricultural Market Information System have decreased since the beginning of the year: natural yoghurt by 4.73%, kefir by 4.53%, UHT drinking milk by 11.84%, cream and cream by 3.73%, packaged butter by 8.31%, gouda cheese by 12.85%, and Edam cheese by 26.23%. Not only retail chains, but also foreign competitors are encouraging a reduction in the prices of finished products – Polish skimmed milk powder is currently more expensive than German, French or Dutch, and Polish butter in blocks is more expensive than German. Therefore, the Polish dairy industry faces a choice – either to lower prices and costs, or to go out of business. The effects in the form of falling purchase prices are already visible. In the context of competition, it is also worth paying attention to the results of Polish foreign trade in dairy products. In the period from January to April 2023 compared to the same period of the previous year, the volume of exports of milk powders increased significantly by over 11%. Unfortunately, in terms of value, exports of milk powders denominated in EUR decreased by over 5%, and in PLN by over 2.5%. A similar situation took place in the case of butter – an increase in volume by over 8.5%, a decrease in value of 7.4%. In the case of cheese, a decrease in the volume of exports of less than 2% was recorded, however, the value of this turnover expressed in euro increased by approx. 9.7%, and in PLN by 12.6%. Exporters of fermented products were definitely in the best position, increasing the volume of transactions by approx. 3.5%, but in terms of value they managed to obtain over 25% more in the domestic currency and over 28% in euro. In the case of imports, a simultaneous increase in volume and value was recorded for SMP and cheese – says Marcin Hydzik. To get in touch with our Poland team below Contact Us

Innovation: the chilled food section focuses on plant-based products and practicality

In 2023, the chilled products sector, including dairy, butchery and charcuterie, will be swept along by the waves of plant-based products and convenience. According to the well-known French Trade magazine LSA, some of the following innovations are coming to market: • Cheese spray: We’ve already heard of aerosol cans of whipped cream, but now there is a cheese version to spray on your dishes, but for now, this innovation is reserved for the catering trade.• Birthday cake flavour: A Swedish quark, or low-fat milk-based fresh cheese, rich in protein and low in fat, comes in a festive and original limited edition, birthday cake flavour.• Cook in your bag: Delhaize’s marinated chicken strips are as practical and timesaving as ever. The cuts are sold in a special bag that you simply pop into the oven. One less washing-up chore!• Practical packaging: Convenience is still a key driver of innovation in every department. A high-fibre vanilla breakfast yoghurt comes in a re-sealable stand-up pouch, easy to use.• As close as you can get: Many players in the plant-based sector are still trying to come up with alternatives that are visually close to the original products. A meat substitute from Juicy Marbles for example, looks just like meat, with its marbled appearance. Innovations in food products are constantly on the increase. More plant-based, greater convenience, there’s no shortage of opportunities for innovation, and manufacturers are well aware of this. The question is, will these highly Americanized innovations appeal to consumers? To get in touch with our France team below Contact Us

The Upcycled Food Movement

In the United States, almost 38% of all food goes unsold or uneaten every year, leaving behind a climate footprint equivalent to the entire U.S. aviation industry (as estimated by the nonprofit ReFED.) An unfortunate truth of the food and beverage industry, food waste occurs at every level – from manufacturers to retailers to consumers. Over the last few years, a new upcycling food movement has emerged in response to this issue. EOS Intelligence forecasted that in 2022, the global market size for upcycled food products was $53 billion and is projected to reach $83 billion by 2032–with an expected CAGR of 4.6%. A report conducted by Allied Market Research on the global market disclosed that the leading segment utilizing upcycled food products is food and beverage, and the North American region is currently the largest market, making up nearly two-fifths of the market. Consumer interest in ESG-focused brands has driven the growth in the upcycled food market due to the social and environmental benefits associated with these types of products. The introduction of organizational structure in this once-niche space has helped legitimize the movement and create a foundation for future growth. Impact on CPG Deficiencies in current food production practices have diverted valuable nutrients away from the U.S. food system and created widespread food waste. Within those gaps lie opportunities for CPG innovation, rebranding waste streams into value streams as existing systems are accounted for and utilized to their full potential. Farm surplus, ugly produce and manufacturing by-products are some of the primary sources of ingredients for the upcycle food product market, leading brands include: ● EverGrain by Anheuser-Busch utilizes spent grain, a by-product of their beer brewing process.● Uglies (kettle chips) and Diana’s (chocolate-covered bananas) source their star ingredients from unattractive produce.● Blue Stripes utilizes the whole cacao – shell, fruit, and beans – to create water, granola, superfruit powder, and chocolate products. Beyond the scope of food and beverage, the application of upcycled food can also extend to personal care products, household products, and pet food. Opportunities for partnerships between brands, food producers, and manufacturers provide an entry into the space and mutual economic benefits. Similarly, working with nonprofits like the Upcycled Food Association (UFA), which focuses on preventing food waste by growing the upcycled food economy, may provide much-needed support to smaller start-ups through its initiatives. The Upcycled Food Association The UFA was founded in 2019 to build a food system that elevates food to its highest use. The UFA has worked to cultivate this mission by attracting more investment to the upcycled industry, improving the upcycled business network/supply chain, and increasing consumer demand for upcycled products through the coordination of hundreds of companies globally. Since its inception, the UFA has made fundamental contributions to the industry. In 2020, it gathered a team of experts from academic, governmental and nonprofit institutions to define the term upcycled foods for application in policy and research. Eventually, it developed the first third-party certification program and its corresponding label to empower consumers to support brands that reduce food waste and combat climate change. The UFA’s efforts push forward its vision for a more sustainable and equitable food system for all. Looking to the Future Upcycled food may seem like the latest trend to ride the sustainability wave, but the growth potential is tangible. Consumers are interested in products that better our planet/society, and businesses are looking to optimize their processes; the upcycled food product industry checks off these boxes. Participating in diminishing food waste would result in environmental, social, and economic benefits while creating a win-win scenario for brands, investors, producers, and consumers. To get in touch with our USA team below Contact Us

Establishing a foothold in the Low & No Drinks Category in the UK

While retail sales of alcohol have plateaued somewhat since the pandemic, the low & no drinks segment has performed strongly – sales up 13.9% (NIQ 15 July 2023) vs all alcohol down 1.3% over the same period. Beer is the largest component in low & no drinks and is now a £100m+ category, increasing value sales by 20% to £125.7m. While that all looks rosy, it can be tough for new brands to get a foothold. The number of skus in the Top 5 retailers has already tripled over the last 5 years and the brewing giants have strengthened their dominance of the category. Nevertheless the fact that penetration is still very low in the UK should mean there are opportunities. Low & no penetration is only 3% compared with 16% in Spain, 11% in the Netherlands, 10% in Spain and 7% in Germany. What’s more some UK supermarket chains like Waitrose are increasing the focus on this area – along with functional drinks – by creating a dedicated space to showcase the category. The key to success will be great branding and visibility but also of course taste. Consumers will not accept poor tasting versions of loved alcoholic versions, they need products they feel good about drinking and want to come back for more. To get in touch with our UK team below Contact Us

Clean labels on private-label – fewer additives and a clear competitive advantage

Leading German retailers are all looking critically at additives and ingredients, especially for their private label items. Clean label products are gaining ground and retailers are able to influence the composition of their own products. Clean labels are particularly visible in the Dairy, Muesli and Cereals categories. In a recent survey carried out by by POS Proficlub for LZ Direkt (a division of Lebensmittelzeitung) over 40% of retailers featured clean label in these 3 categories. Further areas of interest are Confectionery (29%), Bread/Baked Goods (28%) and Convenience/Snacks (22%). E-Number areas which can be eliminated are: artificial aromas, taste enhancers, shelf-life extenders and colouring agents. Not forgetting of course sugar, fats and salt which can all be reduced. The approach of each major retailer differs. Famila, a strong player in N.Germany, has changed recipes with its quality private label brands Hofgut, Biogreno and Vegan leben. Lidl started its Reduction Strategy 2025 in 2017, working continuously on its clean label private label brands since then. The Migros-owned Central German multiple Tegut sees its clean label products as a way to differentiate itself from competition. Tegut also communicates to its consumers when items have clean labels, as does ALDI South, eg. with its Speisezeit Veggie Bowl and private label bread. ALDI South also focuses on clean label with its own organic products which automatically have less additives than conventional brands. To get in touch with our German team below Contact Us

New food and drink concepts post Covid which are here to stay

Diversification of food sources and primitivism as opposed to mass supply Today, 75% of  foodstuffs come from just 12 plants and 5 animal species. In the quest for differentiation, the food industry is bringing new species of plants and seeds to market and expanding the horizons and experiences of  consumers, in addition to recovering old processes or varieties in traditional plants deemed healthier or tastier. An opportunity to bring back lost flavours that new systems and processes are able to recover. Saving the planet, speaking the truth More than ever, people realize things must be done to slow the destruction of the planet taking place. Environmental free solutions, regenerative agriculture, industrial processes, ingredients and offsetting carbon emissions are key communication elements to secure consumers’ trust. Brands need to be more transparent than never, straight and objective. Buying / eating local is just a reflection of this trend. Eating and drinking healthier Living longer and healthier goes hand in hand with having good food and leisure habits. Health and environmental concerns are boosting veganism. But to be successful for a wider population, foods must taste as close as possible to the replaced products. While plant based is perhaps the best example of this, not all vegetable origin alternatives are more environmentally friendly than the traditional food stuffs they intend to replace. Also, some categories like canned foods that were thought dead a while ago, are coming back due to their perceived benefits such as preserving ingredients for longer and because of their convenience and potential for sharing. Another examples are de-hydrated fruits richer in antioxidants, mushrooms of all kinds, seaweed, non-alcoholic drinks with hydration benefits or fermented drinks such as kefirs or kombuchas to go with foods. All traditional categories need to be reinvented to address trends. De-construction of traditional meals The traditional paradigm of breakfast, lunch and dinner is over. The food and drink industry needs to take into account the changing lifestyle of consumers to be there at the time they are needed. Hence the potential for development of the snacking / food to go. Food platters and communality After being shut at home for so long, people are coming together celebrating life and partying more than ever which means sharing platters and buying products which suit that purpose. This is driving a demand for more innovation to surprise friends through new formats, cuisines or proteins. Suppliers cannot overlook these trends when designing strategies for the years to come, while retailers are on top of the game, by being closer to consumers with the ability to amass significant purchase data, which will inspire an increasingly relevant private label offering. To get in touch with our Portugal team below Contact Us

Unleashing Creativity: AI’s Influence on Content Creation in Food Marketing

In today’s digital age, artificial intelligence (AI) has become a transformative force across various industries, and food marketing is no exception. The convergence of AI and content creation has unlocked new possibilities for food marketers to unleash their creativity and deliver impactful campaigns. By harnessing the power of AI, marketers can gain valuable insights, generate personalised content, and enhance the overall customer experience. In this blog, we will delve into the influence of AI on content creation in food marketing and explore the numerous benefits it brings to the table. Understanding AI-Powered Content Creation AI-powered content creation utilises machine learning algorithms and natural language processing to generate, curate, and optimise content. It enables food marketers to streamline their processes, scale content production, and deliver engaging experiences to their target audience. AI algorithms analyse vast amounts of data to identify patterns, preferences, and trends, allowing marketers to tailor their content marketing strategy more effectively. Data-Driven Insights for Content Strategy One of the significant advantages of AI in the content creation process is its ability to analyse extensive data sets and provide actionable insights. By leveraging AI algorithms, food marketers gain a deeper understanding of consumer preferences, behaviours, and emerging trends. This data-driven approach empowers marketers to refine their content strategy, develop relevant and timely campaigns, and create content that resonates with their target audience. Personalised Recommendations and Offers AI enables food marketers to analyse customer data and deliver personalised recommendations and offers that cater to individual consumer preferences. By analysing customer data, AI algorithms can suggest relevant recipes, products, and promotions, enhancing the overall user experience and driving engagement. Personalisation through AI helps food brands establish a deeper connection with their customers by delivering tailored content that meets their specific needs. Content Generation and Curation AI algorithms can generate content, such as recipe variations, product descriptions, and blog articles, based on predefined rules and patterns. Marketers can leverage these generated pieces as a starting point to create personalised content and then add their creative touch to customise and optimise them further. AI-driven content generation saves time and resources, allowing marketers to focus on adding unique value and creativity to the content. Enhancing Visual Content with AI AI-powered image recognition and processing technologies have revolutionised visual content creation in food marketing. Marketers can automate image tagging, optimise food photography, and even generate compelling visuals, such as recipe videos or food styling ideas, using AI algorithms. These advancements help create visually captivating content that grabs attention and engages the audience. Voice-Activated Content and Smart Assistants Voice-activated assistants like Amazon Alexa and Google Assistant have ushered in a new era of AI-driven content creation in the food industry. Marketers can optimise their content for voice search and develop interactive voice-based experiences to engage consumers in their kitchens. This opens up opportunities for creating innovative and immersive content, such as recipe recommendations, cooking instructions, and personalised meal planning. Social Media and Influencer Marketing AI plays a pivotal role in social media and influencer marketing, helping food marketers identify relevant influencers, analyse their audience demographics, and curate content that aligns with the brand’s values. AI-powered tools can monitor and analyse various social media posts and conversations to understand sentiment, trends, and engagement levels. This valuable information enables marketers to optimise their content strategy for maximum impact and relevance. Automated Content Optimisation AI algorithms analyse content performance data in real time and provide recommendations for optimising headlines, descriptions, and keywords to improve visibility and engagement. By automating the optimisation process, marketers can save time and make data-driven decisions. AI-powered content optimisation ensures that the right content reaches the right audience at the right time, driving higher conversions, advertising revenue, and customer satisfaction. Chatbots and Conversational Marketing Chatbots powered by AI are transforming not only the search engines but way food brands interact with customers. These virtual assistants provide personalised recommendations, answer queries, and guide consumers through their food journey, enhancing customer satisfaction and driving conversions. Conversational marketing through AI-powered chatbots helps food marketers build a more interactive and personalised brand experience. Streamlining Content Localisation AI streamlines the content localisation process for food brands targeting global markets. AI-powered translation tools can translate and adapt content to different languages and cultural nuances efficiently. This ensures consistency and accuracy while saving time and resources. Streamlining content localisation through AI enables food marketers to expand their reach and engage with diverse audiences effectively. Automated Social Listening and Trend Analysis AI-powered tools can monitor social media platforms, search engines, online forums, and blogs to gather insights about consumer sentiment, emerging trends, and competitor analysis. This information helps food marketers stay relevant, adapt their content strategy, and capitalise on new opportunities. Automated social listening and trend analysis through AI enable marketers to identify consumer preferences and create content that resonates with their target audience. AI-Generated Recipe Recommendations Food marketers can leverage AI algorithms to generate personalised recipe recommendations based on individual preferences, dietary restrictions, and ingredient availability. These AI-generated recommendations add value to the user experience and foster a deeper connection between the brand and the consumer. AI-driven recipe recommendations cater to consumers’ specific needs and provide inspiration for their culinary adventures. User-Generated Content and AI Moderation AI algorithms can help marketers moderate and curate user-generated content, such as reviews, images, and videos. By automatically filtering and flagging inappropriate or irrelevant content, AI ensures that only the most relevant and engaging content is shared with the audience. AI moderation helps maintain brand integrity and provides a safe and enjoyable user experience. The Ethical Use of AI in Content Creation While AI offers numerous benefits for content creation in food marketing, it is essential to prioritise ethical considerations. Marketers must be transparent about the use of AI, respect user privacy, and ensure that AI-generated content aligns with the brand’s values and guidelines. Ethical AI use builds trust with the audience and promotes responsible content creation practices. Embracing the Creative Partnership of AI and Humans AI is a powerful tool that enhances creativity and efficiency in content creation, but it cannot replace human creativity and emotional connection. By embracing the partnership between AI and humans, food marketers can leverage AI’s capabilities while infusing their unique brand voice, emotions, and storytelling. This collaboration between AI and human creativity opens up endless possibilities for content creation that captures attention, drives engagement, and builds lasting connections between food brands and their customers. Conclusion In conclusion, AI’s influence on content creation in food marketing is transforming the way brands engage with their audience. From data-driven insights and personalised recommendations to automated optimisation and conversational experiences, AI empowers marketers to deliver creative and impactful content that resonates with consumers. By embracing AI as a creative partner, food marketers can unlock new opportunities, streamline processes, and stay ahead in a dynamic and competitive industry. The collaboration between AI and human creativity opens up endless possibilities for content creation that captures attention, drives engagement, and builds lasting connections between food brands and their customers. With continuous advancements in AI technology, we can expect even more exciting developments in content creation in the future. As food marketers continue to embrace AI, they will discover new ways to tap into consumer preferences, create captivating experiences, and drive brand loyalty in the ever-evolving digital marketing landscape. Thanks for reading; we have something to confess. This content was written using AI!

Plant-based product sales in strong growth in Portugal

Plant based product sales reached €65M in 2022, an increase of 20% when compared to the previous year. But in the meat replacement segment, sales have increased by 67% over the last 2 years, with price inflation of only 6% when compared to 12% in meat. The Portuguese consumer is also replacing traditional milk with plant based varieties which grew at the same rate that regular milk declined, and now represent 10% of the whole milk market. Vegetable cheese was the most dynamic segment sky rocketing 114% since 2020, followed by yogurts which surged 51%. The price increases for these items were also far lower than for conventional products in these categories. To get in touch with our Portugal team Contact Us

Consumer confidence is rising as inflation slows down

According to a McKinsey study dedicated to food consumption, in 2022 the price race led to a drop in purchases and a contraction in operators’ margins. However, the situation is improving in 2023. Inflation was by far the most influential factor in the food sector throughout 2022. The race in prices has, on the one hand, put families in difficulty and have reduced purchases; on the other hand, it has put pressure on the margins of operators who have had to deal with declining sales in terms of volumes and more expensive supplies. However, the situation is improving: the drop in inflation has favored a recovery of consumer confidence. Confidence which, however, has not yet returned to pre-Covid levels. “The inflation rate in Italy  went from 2.3% in 2021 to 9.7% in 2022, reaching a peak of 12.5% in October – write the experts of the consulting firm – Inflation was even higher. The economic situation of households has come under significant pressure as expenditures have increased much faster than disposable income and consumers have reacted by cutting back on spending. Overall food sales in Italy  thus grew by only 2.6% in 2022 compared to 2021. An increase exclusively due to the price component (+10.3%). In fact, volumes fell by 2.9% and more  was lost due to the switch from higher-end products to lower-end products (downtrading). The latter phenomenon has favored the sales of private labels. In twelve months, Mdd’s market share increased by 1.7 percentage points. However, only 0.8 percentage points are explained by downtrading within the same store. And the discounters were the real winners of 2022: they gained 1.6% in terms of market share. This performance was driven by the combination of several factors: an aggressive growth in new store openings in recent years, the post-pandemic recovery and consumers’ greater attention to prices. Discounters have thus grown at the expense of other channels. However, consumer confidence is recovering thanks to the cooling of inflation: there are five continuous months of progress. The February figure was the highest (-20.6) since the beginning of the war in Ukraine. For the rest of 2023, the key themes will remain rising costs and pressure on margins, downtrading and a greater focus on private labels. To get in touch with our Italian team Contact Us

International day of tapas

Last week millions of consumers celebrated with the International Day of the Tapa, this enjoyable piece of micro gastronomy. We need to go back to the XIII century to find out that the Spanish king Alfonso X “The Wise” was always concerned for the health of his citizens, imposing the need to eat something before having a glass of wine to avoid early drunkenness. The fact that in those days flies and mosquitos were abundant prompted the bartenders to put a slice of cheese or jam on top of the glass as  a ‘cover’ or lid (the meaning of tapa) while at the same time the patron had to eat it removing it before drinking, following then in a natural way the recommendation of their King. Some centuries later, in the windy province of Cadiz, another king, Ferdinand the Catholic, when stopping at a bar for a break, was offered a glass of sherry with a piece of cheese on top of it to avoid the dust and sand dragged by the wind entering the glass and ruining the sherry. The fact is that tapas nowadays have evolved from a slice of cheese or jam to a glorious masterpiece of micro gastronomy with millions of different recipes from the classical slice of bread with a piece of jam (pincho if it’s fixed with a spike) to the most sophisticated of culinary preparations. According to a survey carried out last year by the Spanish Federation of Bars (CEHE), 74% of tourists visiting a bar in Spain  ask for a tapa and 78% of bartenders describe the tapa as the most significant attraction of Spanish cuisine. To get in touch with our Spain team Contact Us

Belgian food retail turnover hits €30.72 billion

Last year, Belgian food retail market sales reached 30.72 billion euros. This is the sum of the annual results for Colruyt Group, Ahold Delhaize, Carrefour Belgium, Aldi, Lidl, Louis Delhaize Group, Intermarché, Alvo, Lambrechts, Jumbo, Action, Kruidvat, Trafic and Hema. The big drivers are clearly the “newcomers”, especially from the Netherlands. Like last year, the biggest growth came from Jumbo. They grew by 77.8% and now have a market share of 0.7% (up from 0.4% in 2021). This is the result of a growth in number of shop outlets from 17 to 27 and the average sales per shop have also increased by 12%. The second biggest grower in sales 2022 is Action – growing by 37%! This is the result of the opening of 8 stores, but it is mainly the sales per POS that have increased spectacularly by 39%. Last year’s second biggest riser is in third place this year. Albert Heijn grew by 20% thanks to a combination of more shop locations (from 65 to 74), and an increase in sales per store of around 5%. Next to the direct impact on market shares, these 3 retailers are putting pressure on the performance of their competitors, such as Delhaize and Colruyt. Strategies are being changed, promotional tactics amended and assortments being reviewed. The market has become far more competitive and price sensitive. The retail fight is fierce. To get in touch with our Belgian team Contact Us

Own label now accounts for 55% of value sales in the total UK grocery market

The pressure on household budgets driven by continuing high inflation and increasing interest rates is driving shoppers to switch more from brands to own label.  Kantar data from w/e 16th April as reported in The Grocer magazine, reveal that own label now has a share of 55% of value and 63% of volume of total UK grocery. Total grocery volume sales have fallen 3% year on year, with brands down 8%.  Within private label itself, the only tier to show any growth in volume over the year is value own label – up 25%, while standard own label volumes dropped 2% and premium own label declined by 4%. While value own labels have grown strongly, they account for only 3% of total UK grocery (and premium own label for just a little more at 4%).  Standard own label ranges are more than 10 times as significant, with 45% value share, matching that of branded food and drink. Most UK retailers have increased their range of value own label products over the last year, with Asda’s and Morrisons’ portfolios increasing by more than 30%.  Tesco slightly reduced their numbers but still offer more value products than their competitors.  Meanwhile, standard own label sku numbers have reduced across UK multiples as they focus more on their value proposition. Now more than ever brands need to demonstrate they are responding to unmet shopper needs with a compelling proposition at an attractive price point.  Inflation is beginning to ease now that input prices have dropped, but a tough economic environment will continue for some time as the effect of higher interest rates begin to bite.  Time for brands to show how they make an affordable difference. To get in touch with our UK team Contact Us

How artificial intelligence is already changing grocery retail

The tools offered by artificial intelligence for supermarkets are transforming how these businesses are managed in many parts of the world. This technology is capable of providing detailed information about consumers. From age, gender, tastes, and mood when visiting the store. In addition, it automates all processes to reduce the time it takes to be served and make purchases. As a result, it has become a crucial part of retail strategy and a growing trend that adds value. Artificial intelligence-based technology for supermarkets offers many benefits for both the consumer and the retail sector. Here are some of them: Personalized offers Retailers can make personalized promotions by possessing relevant information about consumers walking through the grocery aisles. They know their food preferences, whether they have food allergies, and what motivates them to buy a particular item. In addition, analyzing user behaviour allows them to organize products more efficiently. Consumers learn through various channels what the offers are and when it is convenient for them to buy. This approach creates a pleasant experience and attracts shoppers to the store. Monitor of inventory Artificial intelligence can also help supermarkets to monitor their inventory in real time. Robots solve problems related to goods, preventing them from running out of stock. Reduced theft Another benefit of AI is reducing shoplifting in retail stores, as it can detect unusual and inappropriate behaviour -whether among people visiting the store or the employees themselves. As a result, more and more businesses are incorporating computers that help security managers identify theft attempts. People flow control Future supermarkets will also control the number of people inside the store, thanks to this technology. Through special tracking sensors, they monitor the flow of people to avoid crowds that might bother shoppers. Currently, some retailers use intelligent traffic lights to direct the passage to certain areas. For example, a red light goes on when the number of people exceeds the pre-established limit. This is a signal that there is no access until the area is cleared. The green light indicates that there is sufficient free space or clearance. And it opens the door for other consumers to enter to view products and make their purchases. Payment optimization Retailers equipped with these tools offer streamlined checkout processes for all customers. Artificial intelligence can identify products placed in the shopping cart and automatically calculate the amount to be paid (like Whole Foods in the US).It then charges it to the user’s bank card, thus avoiding the need for them to wait in line to be served by a cashier. This does not necessarily make shop workers redundant as they can be redeployed as for example, as a host or advisor, so that consumers feel better served. The supermarket of the future? Today, many businesses are trying to adapt to this new trend to become more efficient and improve sales. Although online shopping has become commonplace, most people still prefer to look at items and touch them personally. For this reason, they continue to visit physical grocery stores. Retail Managers are looking to satisfy both types of customers. And the best way to do that is to provide them with good service and convenience when shopping in person. But there are challenges for the sector Implementing this kind of solution is a massive challenge for the industry because of the costs involved. The cost varies depending on the type of software, amount of data it processes, quality, level of intelligence, and accuracy of predictions. On the other hand, you need to hire the right talent and demonstrate that the data collected by AI will not be compromised. Abuse or lack of transparency regarding the use of customer data could affect your relationship with customers. In addition, many employees still fear being replaced by machines. Conclusion Despite these challenges, it is a fact that artificial intelligence for supermarkets is here to stay. The supermarkets of the future will be more innovative. Well-known grocery stores and grocery chains have already successfully integrated this technology. In Italy, for example, Esselunga and Conad have already implemented some of the solutions indicated in the article

The Recipe for Success: How Effective Food Product Branding Can Elevate Your Business

In the busy and competitive food and drinks industry, it can be challenging for any new company to break through and have success. Perhaps you have your food brand and are hoping to have success. Have you given much thought to your food branding? If you haven’t, you may find it harder to make a dent in an already crowded industry. It’s not enough that your product is excellent and we cannot deny it. It would be best if you found a way to convey to your target audience that it is good, which means developing and using suitable, unique, and successful food branding. The following article will provide tips on achieving this and its importance. Defining Your Brand Identity It would be best if you worked hard to fully define exactly what makes your brand different by creating a brand identity that is unique to your business. Some food brands do this by starting with their USP – a unique selling point. What makes your food products special compared to the many other products? Our team here at Green Seed can help to make brand assets and develop your brand identity. We have many years of experience doing just that with many different brands in the food and drink industry. Creating a Memorable Brand Name and Logo You need to work on your brand logo design and branding from the moment you begin your food business. It should not be left until you are established, as that success may never come if you have not attracted customers. Without customers, your business will not likely last long because customers mean money, and customers tell additional promotions that can lead to more money. Your passion alone won’t market your food brand. This is why, no matter how great your product is, you need to put a lot of effort into developing a distinct corporate identity and unique food branding that will help bridge any gap between customers being aware of your products and buying them. Developing a Distinctive Product Packaging Design Following nicely on from your food branding, food packaging design is vitally important to the success of your products. Rather than just seeing it as a practical means to contain your food products, you need to see it as a further extension of your brand identity, values and message. Any choices you make regarding the packaging will tell your potential customers something about your brand. It tells them something if you choose a specific colour, for instance, plastic over glass. Ensure you have full control over what the packaging says about your company and its products and works in its favour rather than being detrimental to your success. For example, many stores have stringent packaging rules, including having shelf-ready shippers and barcodes. Crafting a Compelling Brand Story These days, a brand story is no longer a “might have”, but it is a must-have part of any food brand that has succeeded in the modern market. While many larger-scale food brands often fake or buy out a smaller brand to get their brand story, you have a distinct advantage if you are a smaller-scale business. You likely have your own unique story. Most consumers nowadays want to buy from and engage with food brands that stand for important things and have a personal drive or story behind them. So, do not skip past this step and hire professionals, if necessary, to flesh out the details of your brand story so that you stand out from the crowd. Establishing Consistent Branding Across Channels Social media is critical these days. If you intend to take a multi-channel or omnichannel approach to food marketing and branding, you must ensure everything is in-line. If your logo or other branding strategies differ on different platforms and channels, it will look unprofessional and like you are not a serious business. So, if you have one logo on your Facebook account, ensure it is the same across all social media. Also, be mindful of how you communicate with your customers on these channels. You should have one united voice across all platforms. Our team at Green Seed monitors all channels for our clients to ensure that the message and story about their brand are the same. We can do this for you and help your branding to strengthen regardless of whether you use Facebook, Instagram, TikTok, YouTube, Snapchat or something else. Leveraging Influencer and Partnership Collaborations Influencer marketing can make a huge difference to just how successful your food brand is and if it’s successful. Find partnerships with like-minded companies and organisations and look for influencers who may have the audience to buy your food products. There is no point, for instance, in aligning with a food influencer that usually promotes healthy low-fat snacks if you are an artisan ice cream company. Find the influencers that normally promote the kind of food products that you produce. At Green Seed, we have experience working with influencers, so if you are uncomfortable approaching them, our team can take care of that for you. Implementing Effective Marketing and Advertising Strategies Having effective food branding in place can make it a lot easier to implement marketing and advertising strategies. It is not enough to make a good product, no matter how revolutionary it is, and expect thousands of people to start buying it and enjoying it. You need to ensure your target audience knows what your food brand is all about, what products you have and why they should spend their hard-earned money on it rather than alternatives from your competition. You can do this by implementing effective marketing and advertising strategies. Green Seed can help you develop these strategies, as we have many decades of experience and an impeccable track record. Please speak to one of our team to find out more about how we can help you and the successes we have had in the past. Monitoring and Adapting Your Brand Strategy You mustn’t stagnate and stick to the same formula or brand strategy forever. While finding a system that works is sound, it doesn’t mean it will work forever without letup. This is why it is crucial that you closely monitor your brand strategy, constantly checking that it is still booming, and if it is starting to show signs of not being quite as successful as it was in the past, you need to change things up. Look for ways to adapt, for instance, to different markets or changes and developments within the market your business and its products are operating. A Taste of Success Through Effective Food Product Branding We hope you can see from the above the importance of having high-quality and effective food product branding. If this is a bit of a struggle for you, you want to hit the ground running, or you have been floundering in the industry for some time without success because you don’t have good food branding in place, we are here to help. Green Seed has many years of experience helping companies like yours build their brand and stand out. Please get in contact today for more information on how our team can help to develop, create and utilise effective food branding for your business to help promote your products and turn your business into a successful food brand. We look forward to hearing from you and seeing how we can help you.

Demand for plant products is growing – forecasts in this food category for 2023

More plant-based innovations than ever are expected to hit the market in 2023. Last year was the year of vegan chicken, but in 2023, it is vegan fish and seafood that will prosper in the market. Sustainability will become increasingly important and food companies and chefs will look for new and creative ways to reduce waste. In addition, the plant-based options in the restaurant menu will be improved and expanded. Food waste is a big problem. Every year, 2.5 billion tons of food are wasted worldwide. This contributes to greenhouse gas emissions because rotting old food produces methane. In 2023, more brands will work to solve this problem. To get in touch with our Poland team Contact Us

The Legislative Future of the U.S. Food Landscape

As one of the richest countries in the world, the American struggle with nutrition and overall health is a paradoxical quandary. According to the FDA, approximately 80% of people in the U.S. are not eating enough vegetables, fruit, and dairy, with most overconsuming added sugars, saturated fat, and sodium. Increasing scrutiny of the American food system over the past few years has uncovered dated legislation and ineffective bureaucracy as contributing factors to Americans’ nutritional illiteracy. CPGs may soon need to adjust their business to better align with the changing U.S. food landscape. At the forefront of these legislative advancements is the Food and Drug Administration (FDA) which recently proposed to consolidate the Human Foods Program and redefine the “healthy” claim on product labels. Closely monitoring the details and timelines of these changes is essential for preparing CPG brands for the potential impact on their business and the industry. The New “Healthy” The new interpretation accounts for modern nutrition science, the updated Nutrition Facts label, and the current Dietary Guidelines for Americans. The “healthiness” of a product focuses on the equivalence of a serving of one of the food groups or subgroups (e.g., fruit, vegetable, dairy, etc.) and percentage limits for certain nutrients (e.g., saturated fat, sodium, and added sugars) it possesses. The primary goal is to simplify the nutrition experience for consumers, making the claim “healthy”, a more accurate, identifiable symbol to represent a product’s nutritional content. With the FDA entering an era of reorganization, as was proposed at the beginning of 2023, these adjustments are expected to be more successfully enforced. Potential Impact on CPGs The Consumer Brands Association (CBA), a trade association for manufacturers of consumer packaged goods, is just one of many voices that have spoken up against the impracticality of their rigid approach and recommended an alternative, flexible framework. The CBA stated that the FDA’s current proposal would result in a framework that would automatically disqualify a vast majority of packaged foods. Brands all across the industry are arguing against the strictness of the ruling, with reasons such as the unintentional exclusion of nutrient-rich foods as protested by Baby food company Happy Family Organics to the American Cheese Society’s response that “healthy”, as a claim, cannot be reduced to singular food interaction but should instead be utilized within a complete diet/lifestyle context, as reported by the Washington Post. Furthermore, many food brands find the limits on saturated fat and added sugars (less than 10% of calories per day for ages two and older), as well as sodium (less than 2,300mg per day (or even less if younger than 14)) the most challenging to conform to, with some brands specifically upset at the added sugars limits, which have not existed in past rulings. The Bigger Picture Making nutrition more comprehensive for consumers and regulatory oversight more efficient is foundational for a healthier American future. Yet, the reality of the food and beverage industry and where on the health spectrum many brands currently reside will prove to be an obstacle on the road to successfully bettering American health through legislative means. As the expectations of CPGs continue to change, brands must prepare themselves to meet them or pivot their current business models in response to consumer reactions. To get in touch with our North America team Contact Us

Germany is Europe’s largest market for plant-based food

The German market for plant-based foods grew by 11% to € 1.91 bn in 2022 (source: Good Food Institute [GFI] Europe). Turnover of plant-based meat alternatives in Germany was up 7% in 2022 and even up 13% in plant-based dairy. Data was compiled by this think tank using Nielsen figures from 13 leading European countries which in total amounted in value to € 5.8 bn, up from € 4.8 bn in 2020. In the segment plant-based meat/fish alternatives, turnover in Germany in 2022 amounted to €643m (+7% or +40% vs 2020). Interestingly, inflation was almost non-existent in this segment. Fish alternatives grew in 2022 to € 39m from only € 9m in 2020. Plant-based dairy alternatives grew by 13% to € 552m in 2022. Since 2020, growth has been +43%. Plant-based milk specifically was 48% up versus 2020 compared with a decline of -12% in cow’s milk. Comparing the various countries, Germany is Europe’s largest market for plant-based foods followed by UK, Italy, Spain and France. German growth was also the highest in Europe (+11% and +42% since 2020). Overall, the category remains relatively small, e.g. 13% of total milk, 5% of yoghurt and 1% of cheese. In a parallel representative study, GFI found that 41% of German consumers use a plant-based meat alternative product at least once per month and 25% plan to use more in the future. To get in touch with our Germany team Contact Us

Online share of grocery in significant growth

The revenue share of total grocery accounted for by online sales grew to 6.6% last year – equivalent to the level of supermarket Plus. Over the first 12 weeks of 2019, the percentage of online sales was only 3.5%, which increased to 3.9% over the same period in 2020. This year, IRI expects a further 10% growth in online sales. The online sales figures are now based on the online checkout sales of Albert Heijn, Jumbo, Plus, Hoogvliet, Deen and Dekamarkt. Picnic and Coop did not share these data with IRI. Besides the 6.6% online growth, the online revenue share of supermarkets also grew by 12%. Brands like Optimel, Nutricia, Lipton and Robijn performed well in terms of online sales.  Another remarkable fact is that online promotional pressure is considerably higher than offline. The online percentage is 27% while the offline percentage is only 22.7%. To get in touch with our Netherlands team Contact Us

The changes currently taking place in the Swedish grocery industry are historic. Where is this development going?

What is going on right now in Sweden is brutal. A couple of months ago, Lidl overtook ICA Sweden’s hypermarket chain Maxi in terms of customer numbers, and thus the chain is in second spot following another discount  chain, Willy’s. At the same time, the new Coop discount concept Xtra is growing rapidly and now reaches 5% of all households with the chain’s 50 stores. Discount is on a roll and overtaking traditional retail markets. Two years ago the fastest growing segment was home-delivery of grocery products, and  now this is in deep crisis. Inflation is still at a historically high level, even though the rate was slightly lower in March, and  the grocery trade has had a negative sales trend since March 2022. Higher prices have clearly changed consumer buying behaviour. They buy cheaper or fewer goods, which means that the price-adjusted sales trend is strongly negative. The biggest trend right now is “low prices”.

Horeca and out-of-home consumption threatened by retailers in Spain

After the pandemic challenges faced by the 300,000 horeca outlets of Spain a new significant threat overcasts the out-of-home consumption industry. Four out of ten of out-of-home consumption occasions in Spain are no longer taking place in a food service establishment, bar or restaurant outlet. According to a newly issued Kantar survey, those occasions are taking place in the modern retail trade channel which was normally the one used to shop only for in-home consumption. Carrefour, El Corte Ingles or Mercadona supermarkets are the new competitors of the Spain’s 300,000 bars and cafeterias with their new “ready-to-eat” offerings booming in the last 4 years, representing already 3% of the total retail chains’ turnover. We have just learned (through Alimarket magazine in May 23) that Mercadona (the leader in retail with a 26% market share) already has 1,000 stores servicing ready cooked and ready to eat food. This business unit has achieved more than 1% of total Mercadona turnover at €323m in 2022. The ready-to-eat offer in supermarkets is increasing at a rate of 10% at the expense of decreasing sales mostly in the big fast-food chains, according again to the same Kantar survey. The paradox in this new pattern of consumption is the counterbalance in terms of sales switching from other out-of-home outlets which are not significantly being hurt by this trend, due to the appearance of home delivery operators (Glovo, Uber Eats, Just Eat, Deliveroo, etc.) who are dynamising the sector and have already reached a penetration of 3 million Spanish households in a short space of time. Quoting a survey recently conducted by Deloitte and other sources, the food-to-home delivery business could double in the next four years in Spain, helping the traditional food service outlets and restaurants to compensate for the decline in out-of-home consumption occasions produced by new social trends such as stricter drink drive enforcement, cable tv offers, increased average meal prices, etc. This transfer of locations and consumption occasions from one channel to the other and vice versa brings enormous challenges and has to clearly be tackled in order to benefit from all the opportunities arising. To get in touch with our Spain team Contact Us

Unlocking the Power of Social Media in Food Marketing

You need to understand just how powerful social media is if you want to increase your online presence and sales. It has got to the stage that social media in food marketing is not just a choice or option; it has become a requirement for most businesses, including food businesses and food brands. Therefore, if you struggle to get the gains you want from food marketing, consider your social media platforms. Do you have fully optimised social media profiles? Is your food brand producing content and encouraging interaction and engagement with your target market on the right social media platforms? If you are not, then it is time to change all that. In the following post, we will discuss how you can leverage your social media accounts on the right social media platforms to ensure that you achieve the results you are looking for. Don’t worry if social media marketing sometimes sounds like a foreign language; the tips below will help you. If you need further help, we recommend that you turn to Green Seed, who has the experience and expertise required for social media in food marketing to help propel your food brand. Choose the Social Media Platforms suited to you While it’s true that social media is a potent marketing tool for your food business, you need to understand that not all social media platforms are the same. Rather than taking a blanket coverage approach and putting your content out on all major social media platforms, it is better to figure out the ones that will help you reach your target audience. Not all users are on the same platforms. If you, for instance, are targeting older generations like Baby Boomers and Gen Xers, your efforts may be better put into Reddit, Twitter, and Facebook content. Whereas if your target audience is younger generations like Gen X and even Gen Z, Instagram, TikTok and even Snapchat may be the best options to help you reach people where they are online. Read more about How Different Generations Use Social Media. In addition to choosing the right social media platforms based on your target audience, you also need to select the ones that offer the best opportunity for engagement and interaction between you and your target customers. You don’t necessarily have to use these options. Still, if your food business is a restaurant, we recommend using TikTok, Facebook, Pinterest, and Instagram for social media marketing. If you want to manage direct orders and want to promote these to your target audience, Messenger, Instagram, and WhatsApp are ideal. WhatsApp and Twitter are among the best customer service and care options. They make it easy for you to provide your customers with regular support and feedback and interact with prospective and existing customers. Plan Your Content You need to have good content to establish and maintain a strong presence for your food business on social media platforms. You need to have a structured schedule of content every month with an outline of the different images, videos and even written content you intend on posting to your profiles. You will not achieve your goals simply by showing up on social media. Posting daily to achieve the maximum possible customer engagement would be best. Create High-Quality Content When planning and creating social media marketing content, it is not just frequency and consistency that is important. It needs to be high quality and suitable for your target audience. You need to think about the kind of content your customers are interested in, and if you don’t know, you can even ask them. Then you also need to think about the type of content that suits your social media accounts. As food is a visual thing, food companies, food brands and food businesses enjoy more success when it comes to social media marketing strategies when they involve high-quality images and videos along with the text. Run Contests and Giveaways It would be best to consider running contests and giveaways to encourage customers to engage and interact with your business. Everyone likes to win something for free or enjoy some price reductions, where possible. Offering a special prize in exchange for positive interaction and engagement from your existing and prospective customers may make all the difference between your success on social media and not. Social Media Ads Social media ads are one of the most potent ways to use social media in food marketing to your advantage. Using ads within social media in food marketing allows you to direct the right content to the right people. As well as targeting your audience to specific products, it can also help to strengthen your social media presence in general. All social media platforms offer some form of ad creation and management tool. We understand that social media ad campaigns can seem intimidating if you have no experience. That is why we suggest speaking to one of the team here at Green Seed for advice and assistance in creating, launching and managing social media ad campaigns especially for social media in food marketing. Show The People Involved Consumers are becoming increasingly savvy and more interested in what goes into making different food products. As well as the ingredients and the processes involved, this also means the people involved in devising, creating and producing these food products. As part of your food marketing strategies, you may want to consider running a “meet the team” series where you introduce your social media platform audience to the key members of your food business. While it will be helpful for your customers to meet the people who devise the recipes and make the food, it is also a good idea to showcase the people running your social media profiles, as modern internet users like to know they are not speaking to a faceless entity or bot. This can help you to showcase the unique personality your food brand has and increase food brand loyalty from your customers because they know you run your social media account. Encourage User Generated Content User-generated content is a goldmine for social media marketing. Devising, planning and creating high-quality content regularly can take time, energy and resources. While it’s worth the investment, there is a way you can save some time, energy and money by encouraging your customers to create their content and interact with your brand. This may encourage them to post photos, reviews, and other content related to your products. It is easy to get others to do your marketing for you while you sit and take advantage of the gains. Collaborate With Influencers It is hard to do well with social media marketing unless you consider influencer marketing. When you find and collaborate with influencers in your niche or produce content relevant to your food business, you can boost your social media presence and exponentially increase your engagement, interaction and sales. Speak to Green Seed for Help with Your Social Media In Food Marketing Social media in food marketing is not the hardest thing to try, but it does require a lot of planning and experience to get it right. That is why we encourage you to talk to one of our team here at Green Seed, as we have many years of experience working with food brands to produce food marketing on social media. As well as helping to strengthen your presence, we can help with planning high-quality content, organising a structured social media in food marketing content plan, and creating the content you need. In addition, we can also contact influencers, help establish connections with them and then encourage your customers to participate by producing their user-generated content to assist with your use of social media in food marketing.

Organic food consumption and production in Spain – 2022

Per capita consumption of organic products in Spain has gone up to 60 euros a year in 2022 – or +3% over the last 5 years. Steady progress but still some distance from the Danish 384 euros per head or the 187 euros per capita consumed in France, according to ECOVALIA survey in 2022 Annual Report. The Spanish consumer is still spending a modest 3 % of total food and beverage expenditure on organic products even though the total production capability is 10 % if we consider the UAA (useful agricultural area). The leading products in the organic shopping basket are fruits and vegetables which account for 30%, followed by meat with 15%. As for the points of sale it is worth noting that 48% of these products are bought in generalist retailers ,where private label brands are gaining traction with around 38% market share, while 35% are purchased in the specialist channel which is growing its number of stores to a significant 260 stores or a 4% of total stores in modern retail. According to ECOVALIA -the Sector Organisation- the aim is to achieve consumption levels of 200 euros per capita by 2030 which would represent jumping from 3% to 10% of total consumption or multiply by 3 the current per capita rate. To get in touch with our Spain team Contact Us

Bankruptcy looms for 576 supermarkets

Belgium has a very high store density. With 3.08 stores per 10000 inhabitants, the density is substantially higher than in neighbouring countries France (2.92) or The Netherlands (2.53). Obviously this puts pressure on rate of sale for suppliers, but the fact is that Belgium has simply too many food outlets. A study by Gondola and business data specialist Graydoncreditsafe shows that 1 in 6 supermarkets in food retail in our country have to fear bankruptcy. Almost half run into difficulties when an unexpected problem emerges. Covid-19, the energy crisis, high inflation and razor-sharp competition are weighing heavily on Belgian supermarkets. The study shows that 46.2% of POS are in financial trouble when unexpected problems arise. “They are through their reserves and have no way of coping with a possible next crisis,” says Eric Van Den Broele of GraydonCreditsafe. For 16.2% of supermarkets (576), the situation is even worse: they have to fear bankruptcy as their financial situation is structurally bad. With those figures, the retail sector is doing worse than the Belgian average. Moreover, supermarkets’ profit margin has fallen to an all-time low of 1.29%. The survey comes at a time when there is much turmoil surrounding Delhaize’s plans to spin off its 128 full-owned shops. The Belgian supermarket chain revealed that nearly 200 people are already interested in taking over the shops, but the question is whether interest in all 128 shops is equal. “The corporatisation of shops is perhaps understandable, but only a shifting of the problem,” Van Den Broele argues. “Two scenarios are possible: either we will get a lot of bankruptcies in the coming period, or there will be more takeovers and you will only get big players absorbing all the small ones.” To get in touch with our Belgium team Contact Us

A quick guide to how food brands can use digital marketing

Almost every consumer searches information on new products online, gets inspiration through social media or tries to find the best recipe for a vegan Sunday roast. But with plenty of different channels available, it can be overwhelming to know where to focus a food brand ́s efforts in the online world. And without a good understanding and strategy for the opportunities, marketing efforts can quickly become costly. In this article, we will therefore shed some light on the five most important channels to use in digital food marketing to reach your target audience and grow your business efficiently. 1. Social Media: They allow you to connect with consumers, share mouth-watering images of your food, and promote special offers and events. By creating engaging content, you can build a loyal following, build and strengthen your brand and drive sales. There are several platforms that are particularly important for our industry. Facebook is a great channel for connecting with consumers, sharing updates about your business, and promoting special offers, behind the scenes information and events to a slightly older, more classic audience. Instagram is a visual-heavy platform with high audience growth rates, perfect for sharing mouth-watering images and recipes. On this channel, pretty visual content is key, as it also offers the best opportunity to work with influencers. Pinterest is a slightly smaller platform that allows users to create pin boards to save and organize images and links and get great inspiration. It’s a great platform for food businesses as it allows you to create boards with your dishes and recipes, making it easy for customers to save and find your content. TikTok is still a relatively new platform, but it has quickly grown in popularity and is already highly important. It’s a great platform to reach the young audience and for creating short, engaging videos that showcase your food, your business, and some behind the scenes footage. 2. Influencer Marketing: By partnering with influencers on social media, you can reach a larger audience than your own by using the followers of the influencer. Your brand also gains credibility through the endorsement of a trusted figure, that users also buy from (positive word of mouth & sales recommendations). Influencer marketing works best on the platforms Instagram and TikTok, where they are mostly called (content) creators. A relatively new category are so-called adfluencers, who don ́t focus on building their own audience, but simply create great (ad) content for brands in their name. This can be a great way to outsource costly content production. 3. Website: the food & beverage industry is getting better at creating great brand hubs and online shops, that brands can use as their digital hub and go-to-place for users. A brand ́s website is often the first point of contact for potential customers, so it’s important to make a great impression in the first seconds and professionalism is key. 4. Digital ads: A very cost-effective way for food brands to reach a large audience (especially when compared to classic media like print or TV). Companies like Google (with Google display and search ads) and Meta (with online ads on Facebook, Instagram and other channels) allow businesses to target specific demographics and interests, ensuring that their ads reach exactly the right people without scattering losses. This is a great way to generate massive awareness, generate new followers, newsletter-signups or – if an online shop is in place – direct sales at low cost. 5. Email Marketing: When all other digital tools are in place, email marketing is a powerful tool for reaching existing customers over and over again. A newsletter allows you to stay in touch with customers and keep them engaged with your brand on a running basis. Sending out small “purchase reminders” every once in a while and letting them know your brand is available for them, can drive sales and allow long term brand engagement. In conclusion, digital food & beverage marketing might seem difficult to steer, but if these five channels are in place, a brand is prepared for long term success. At SPOONFUL food & beverage marketing, we are a team of specialized experts, focusing on exactly this digital customer journey, branding & online sales activities, that are crucial for the digital success of food & beverage brands in the current times.

The US Consumer Landscape and Strategies for Creating Brand Resilience

Consumer behavior will continue to evolve in response to the volatility of macro trends like inflation, economic downturn, climate change, and geopolitical instability. Consequently, CPGs will work to combat these challenges while adapting to impacted consumers. Implementing strategies that create resilience for their brands will take precedence. Changing Consumer Behavior Common themes in shifting consumer behavior include: ● Price-conscious consumers ○ In a 2022 survey conducted by Snipp, a company in the global loyalty and promotions sector, key insights revealed that 73% of U.S. consumers are buying products on promo more than a year ago, and 57% of them have switched to a new retailer to save money. Whether on-shelf promotions, third-party promotions apps, or trading down to private label brands, consumers are hunting for deals to combat the strain of inflation on their wallets. Without tangible differentiation, brands may struggle to maintain fragile consumer loyalty. ● Return to brick-and-mortar ○ With the COVID-19 pandemic three years removed, consumers are returning to physical stores. The 2022 Snipp survey reported that 60% of consumers mentioned they shopped more in physical stores nowadays than at the same time last year. Increased brick-and-mortar shopping demonstrates a consumer desire to make up for the time lost during the pandemic, seeking an experience when engaging with brands on-shelf. Furthermore, being physically present in a store simplifies comparison shopping for consumers as they can confirm in the aisle that they are receiving the best deal. This shift emphasizes the importance of traditional shopper marketing tactics such as point-of-sale signage and in store demos. ● Value tunnel vision ○ With low to middle-income consumers cutting back on discretionary goods (a majority of these consumers being Millennials and Gen Z), according to Mckinsey’s 2022 consumer survey, value has never been more important for premium-priced products. Even though the price of discretionary goods has not increased as much as consumers may perceive them to, diverting money away from pricier essentials is now a budgetary dilemma for consumers. Consumers are seeking products that, at the very least, are reliable and, at the most, continuously create value through their lifecycle. Strategies for Weathering Volatility The only constant across current macro and micro trends is volatility. Result-focused strategic planning will help armor CPGs as these changes persist. Strategies to consider implementing are: ● Focus on creating and communicating a differentiated value proposition that aligns with consumer wants/needs. ○ Consumer loyalty has little pull in an uncertain economic environment. CPGs must be realistic when evaluating their product and their position amongst competitors. Amplifying their efforts to differentiate themselves from the pack is crucial to sustaining market share in a trade-down economy. Going back to the basics about what consumers perceive as value while identifying opportunities to take advantage of consumer trends, such as sustainability, are a couple of ways to get started. For a more targeted approach consumer data has never been more valuable, so investing in attaining it will keep a brand’s finger on the pulse. ● Invest in improving the supply chain. ○ After years of supply chain headaches, CPGs are eager for reliability. Deloitte’s 2023 consumer products industry outlook stated, “More than nine in ten companies in our survey are investing in supply chain improvement and operational excellence.” Nearshoring is one of the investments that some CPGs have made to help mitigate the risks of dealing with volatile markets. With this increased oversight, brands can attain better data to utilize within the business. Using this data to create scenario-based plans to react quickly to changing market conditions can prove beneficial. All of these efforts can better position a brand to keep its items on the shelf so they may remain top-of-mind to fickle consumers. ● Strengthen an omnichannel consumer experience. ○ With consumers returning to brick-and-mortar and the rise of the Metaverse, there has never been a broader spectrum of places to interact with consumers. Meeting consumers where they are with an omnichannel experience is essential to increasing brand exposure, potential sales, and cross-marketing. Keeping a close eye on the performance of channels can also help brands decide where to invest or divest to better align with their business down the line. 2023: The Year of Action No one can accurately predict the future, yet we can learn from the past. As mentioned in the Mckinsey & Co report: “A look at past recessions makes one thing clear: companies cannot just sit and wait. Companies that outperformed their peers through and beyond the 2008 recession moved harder and faster on productivity, took action to preserve growth capacity, divested more heading into downturns, acquired more as the recovery started, and created operational and financial buffers.” Uncertainty will continue to obscure the way forward in these upcoming months, but action is necessary to remain competitive. To get in touch with our North American team Contact Us

Plant-based food and drink moving in different directions

Nestle have announced they are withdrawing their Garden Gourmet brand (for the second time), along with Wunda (pea based dairy alternative) from the UK market, yet plant-based start-ups continue to dominate food sector campaigns on crowdfunding platforms. Garden Gourmet has been successful elsewhere in Europe, but in signs that the meat-free market is becoming increasingly tough, is now being withdrawn as brand investment has not produced sales levels anticipated and Nestle want to focus resources on their core portfolio. Wunda was launched into the dairy-free fixture in mid 2021 as a more appealing alternative to soya based drinks in particular, but managed to achieve less than 1% of the turnover of Alpro and Oatly combined. Yet at the same time plant-based start-ups continue to attract interest and investment despite the cost of living crisis. Sustainability and health continue to capture the imagination of investors and consumers, with meat-free brand This raising over £8m, one of the biggest crowd rounds for a vegan brand. It seems we can expect further consolidation in meat and dairy free fixtures in particular over the coming months, as retailers and suppliers take decisions on the best use of shelf space allocation and marketing resources. Start-ups will have to demonstrate a clear and wanted, and commercially attractive point of difference to have a real chance of success. To get in touch with our UK team Contact Us

What are the Top 10 food trends for 2023?

In October 2022, NUTRITION HUB, Germany’s largest network of food experts, carried out an on-line survey with 170 experts regarding upcoming food trends. They summarized the results into 10 areas. 1) Sustainable food to protect climate and health This current trend is expected to extend into 2023. It means meat reduction, regional sourcing and eating according to seasonality. It also means transparency of the supply-chain. 2) Flexitarians on the move It was once the norm that meat/fish had to be on the table at least once per day. No longer. In parallel, a move towards rigid veggie/vegan is for some too radical. They see their occasional quality meat/seafood as a luxury, albeit not too often. Plant-based or flexitarian dishes are increasing in popularity. 3) “Snackable content” – a digital therapy on the increase Who would have thought that “silver agers” would make more use of on-line food offers, advice, food therapy and workshops. The Corona pandemic added to this. 4) Convenience food and healthy food to go The question of life-style changes and healthier eating are on the increase. Quickly-prepared meals must no longer appear a negative solution. More and more supermarkets offer better snacks, food in a bowl, salads, cut-fruit or soups. “Meal prepping” is experiencing a renaissance. 5) Personalised food now includes individuality “One size fits all” is passé, the reason being the new flexibility of the working world. Eating times are more individual and dependent on a person’s activity level. 6) Focus on gut health Gut health has become a much more openly-discussed subject since the success of Giulia Enders’ book on the topic. The focus has moved more to fermented products, even in Michelin-starred restaurants. 7) Awareness of healthy food is increasing wellbeing Ideally, more consumers want to link sustainable and climate-friendly food with healthy food. They are showing more interest in superfoods, look for motivation to reduce weight or change eating habits. 8) Protecting our resources by more mindful eating The subject of mindfulness is omnipresent in social media. In the food arena too with care in the choice of raw materials. Women are particularly interested. They want to cut back on what is forbidden in food and gain a more relaxed attitude. 9) Vegan food more popular than ever A Michelin-star for a vegan restaurant? No longer as strange as in the past. Vegan cookery classes are popular and give ideas and recipes. Even traditional meat dishes can be prepared in a vegan fashion. And supermarkets/discounters are creating more shelf-space for vegan items. 10) Non-alcoholic beer, wines and spirits getting more popular Young and old are clearly becoming more critical about the consumption of alcohol. Start-ups are offering more options. Research into the fermentation of fruit juices is improving their taste too. To get in touch with our Germany team Contact Us

Food innovations in freefall in France and around the world

The number of new food product launches has fallen by 12.7% across the world and by almost double this level (23% )in France, where the number has dropped from 3093 new products listed in 2021 to 2374 in 2022. This is according to the 26th Global Food Innovation Barometer conducted by ProtéinesXTC, after 18 months of the Covid crisis, followed by a considerable rise in inflation throughout 2022, in the context of the war in Ukraine causing supply difficulties. Furthermore over the last 6 years, the number of innovations has fallen by 33% worldwide. This decline is particularly marked in Europe, less so in the USA and Asia. Faced with the very uncertain context linked to Covid and then to inflation, manufacturers have been content to expand their ranges. We are now witnessing sharper sales decreases in national brands than in private labels. Nor have sales of new products performed strongly. According to Circana/IRI, in 2017 in France, the average turnover of an innovation was €503,000. In 2022, it fell to €363,000, a drop of 28% in 6 years. But what does the future hold for food innovations? At present, negotiations from both buyers and suppliers are almost exclusively focused on price. But what about the customer experience? In an inflationary context where innovation is blocked by price increases, national brands are focusing more on extending their ranges, a less costly process, rather than developing new products. However, if supermarket chains no longer offer innovations for all shoppers who are keen on new products, it is likely that they will seek them through other distribution channels. Offering new products at reasonable prices is therefore essential for retaining and developing customers. Moreover, we are aware that the last few years, a post-Covid context and the Ukrainian war period have left a strong and indelible mark on everyone’s mind. It is therefore important and necessary to ask ourselves how this context has had a deep impact on our way of life and what kind of new consumer trends will emerge. Today, the retail sector is being transformed by the rise of plant-based foods, food traceability and the adoption of advanced technologies to optimise the supply chain and reduce food waste. Importantly, a return to simple, healthy products seems essential so that these products are not just reserved for the highest social categories. The food industry has to strive to make the internal innovation process more efficient, to reduce production costs in order to be able to offer simple, healthy products at a reasonable price. And those retailers who are able to adapt to these trends will be in the best position to meet consumer expectations and thrive in an ever-changing and evolving market.

The Benefits of Influencers in Food PR: How to Utilize Them for Maximum Impact

Social media marketing is an essential and potent thing in most areas of business these days. The food industry is no exception. Modern consumers look to the online world for help and suggestions when deciding where to eat and drink. Influencer marketing through social media influencers is one of the most potent forms of restaurant marketing. Therefore, it doesn’t matter if you want to raise brand awareness, enjoy more successful online marketing campaigns, gain loyal customers, draw the right audience to your restaurant chains, or target a specific customer segment. The best way to achieve any of this is through influencer marketing. At Green Seed, we can help you to take advantage of the many benefits of influencer marketing through food bloggers and other associated micro-influencers. Before we look at the many benefits of working with a micro-influencer and on influencer marketing campaigns as a part of your online marketing strategy, we will first explain exactly what food influencer marketing is. What is a Food Influencer? Food influencers produce another form of user-generated content, which you have probably heard much about. They generally are digital creators that use content to reach their target audience and engage with followers on their active social media platforms, like Facebook, Instagram, and TikTok. Influencers can be incredibly valuable when connecting with and attracting specific audiences. As you may have guessed, food influencers mainly focus their content on anything related to food. It depends on the type of content they create, which could include guides to places they like to eat out, local restaurant and café food, their daily meals, and recipes. They are most active on Instagram and TikTok and, by all accounts, work hard to create content that makes their food experiences look as vibrant, exciting, and enticing as possible. When they promote food on their channels, if they are popular, they can have a huge impact on brand awareness and increase sales. Build Brand Awareness There is a lot of evidence that suggests that influencer marketing is overtaking digital ads. Food influencers have the social media power to build up interest in your food company and brand by encouraging your business and its products or services to their followers. As well as directing them to your products, they can also help to educate their followers about your brand. As a general rule of thumb, the more potential customers become familiar with your food brand, the more likely they are to become actual customers and visit your restaurant or wherever you are selling your goods. This will hopefully lead to becoming loyal to your company and brand. Reach your target audience If you were not incredibly fussy when it comes to choosing the right influencer for your marketing campaign, you could find that their efforts were just as ineffective as if you didn’t have any help from an influencer. So think carefully about who you align your business and brand with. It would be best if you always aimed to align your company with influencers that have things in common with your brand, to benefit from this form of marketing. When you make the right choice of influencers, you get the benefit of their experience and skills for marketing but their audience, so make sure they meet your target demographic and audience. This will mean that you save money and time and directly attract and engage with the people your brand was designed for. Drive Sales Any marketing strategy’s goal is to achieve some return on investment. This is no different when you decide to work with food influencers. One of the most significant advantages of working with foodie influencers is the direct impact they can have on your sales. You could find that it is more cost-efficient to work with food bloggers through Instagram, TikTok, and Facebook than more traditional means of marketing as there have been studies that show around 94% of the businesses and brands that have made use of influencer marketing; believe it was successful and effective. Increase Credibility Online recommendations and reviews drive the success of food businesses and brands like other companies. Therefore, social media channels must have a steady flow of engaging and enticing content about your food company and brand for prospective consumers to look at and interact with. Working with top food influencers for your area, town, or country can increase your reputation and social credibility. A survey conducted by HubSpot showed that 71% of consumers were more likely to invest in services or foods based on trusted social media referrals. Cost-Effective Marketing Marketing for restaurants and food brands can be costly if you go the traditional route. You need to build up a list and then create content or hire someone to create content for the people that make up the list. However, when you work with influencers like food bloggers, you benefit from their existing list. As long as their followers are interested in the type of food you create, you can access a list of people looking for food to buy and places to eat. As influencers are generally great at producing creative content that their followers enjoy, you do not need to worry about the additional expense of producing your own. You can let the influencer work their magic, meaning you save time, money, and resources. Increase Exposure It should go without saying that if you struggle to garner large numbers of followers when you choose to work with an influencer who already has a huge list of active followers, you will increase the amount of exposure you currently get. As many food influencers are also friends and associates with other food influencers, you may find that when they create content about your brand and food, additional food influencers get in on the act too. When it works well, influencer marketing can start a viral chain reaction. Increases Opportunity For More Partnerships As noted above, when you work with one influencer, others may see the appeal of your brand, and as your brand image improves online, they will want to get involved. This means that you are more likely to find other partnerships that could increase your company’s online presence, your followers on social media platforms, and, in time, your sales. Summary Are you struggling to create social media content that significantly impacts your target audience, or do you find it hard to run successful social platforms? You need the help of micro-influencers and influencer marketing. At Green Seed, we can help advise you on taking the right approach and finding the right influencer, whether one of the many micro-influencers or food bloggers will be best suited to your brand and what you offer. Digital marketing can be tricky, but when you have the help of experts in restaurant influencer marketing and micro-influencer marketing, you will notice improvements in your online presence and exposure. Whether you are looking to target one specific social platform or them all, targetting more customers, or are interested in a particular area, our team will be more than happy to help you.

Marketing Tips For A New Food Product

When you have a new food product or item to promote, it is not always easy. The food and beverage industries are both known for being cut-throat, and so many new drink products fail before they are given a chance because of poor marketing decisions. That is why you need to pay attention to the following post, in which we will look at some of the essential marketing tips for that new product you are looking to sell. Decide on Who Your Target Market Is Who are you marketing your new food product to? Before you try to run any marketing campaigns, you need to work out who your target audience is. Think about the age group, gender, background, salary and other important factors about your target audience before you start trying to promote your new food product. You can even use other businesses similar to your own to figure out the type of people likely to buy your products. Within your business goals should be the important step of identifying your target market and creating a marketing campaign to reach them. Get to Know Your Target Market To help you understand who your target market is, you should conduct thorough market research. This can help you gain customer insight into the product you plan on marketing, what consumers look for in that type of product, and determine the kind of packaging, distribution channels and pricing most likely to appeal to them. After doing this market research, you can make informed adjustments to your product and any marketing strategy you have planned before your product launch. Social media platforms are a great place to understand your target audience better. If you already have a following on social media, you can use that to your advantage by asking them directly what they like and don’t like from food products like yours. Become Familiar With The Government’s Food Product Regulations The Food Standards Agency, or FSA for short, is responsible for monitoring and controlling food safety and hygiene rules and regulations in the UK. You must register your food business before the product launch with your local authority, and you need to do this 28 says, at least before you plan on launching your new product or product line. If you fail to register, you could run into trouble and, at best, be fined a lot of money or, at worst, be imprisoned for a maximum of two years. You may even find that you are given both punishments. While it’s true that you don’t always have to register if you are selling animal produce, shellfish, fish, eggs, dairy products, or meat of any kind to the public. You still need to contact the local authority in your business area. After registering your new food products, they may be officially inspected by a representative from the local authority to analyse their quality. In addition to these rules and regulations, you must stay abreast of any changes or developments to food product regulations. Implement Marketing Strategies Before starting marketing campaigns, you need to create a food marketing plan. If you are not an expert in marketing, you need to turn to someone who is – can help you. You can implement various marketing strategies to promote and sell your products to potential customers. Various forms of marketing work in the food industry. Food marketing does need to just come in the form of more traditional ads on television or in the printed press; you should make full use of digital marketing; social media marketing, in particular, is a powerful and effective way to promote your new food products. Rather than just sticking to one, open several social media accounts for your business on the most popular platforms. It’s essential to ensure you have an active presence on the social media platform where your market is found. If your customer base is more likely to be on Facebook than Twitter, put more effort into Facebook ads and marketing. Consider running Google ads and email marketing, and make sure you have an SEO strategy to ensure your food business is findable. Work With Influencers To Market Your New Food Product Along with social media marketing, influencer marketing goes hand-in-hand with it. Find the right influencer to align with your product and help market it to your target audience, and you could have a very successful marketing campaign. Ideally, target and approach food bloggers, as they already have a readymade market. Have a Website Even if you are selling from bricks and mortar/physical store or concession stand, it is still vital that you have a website. Most customers nowadays tend to look online first to find the food products they want to buy. It’s not enough to have a placeholder website, though, either. You need a fully functioning, attractive, responsive website that your target market will want to visit and use. Even if it’s just a matter of including your story and your brand’s history as helpful information about your new food products and what makes them different from others, this will help. You can then use it to highlight opening times, where your products can be bought. If you want to promote and sell food products online, you need a website. When it comes to selling your food online, you need to make sure you use high-quality images, and you should even use content marketing to help with search engine optimization of optimization that internet users find it. Brand Building via Social Media Social media is a great place to do some much-needed brand-building and positioning for your company and its product range. On social media platforms, you have the opportunity to connect directly with your customers. As we have touched upon already, you can learn about them, what they like, dislike, and what they are looking for and don’t need. All of this can help you to promote your food items more effectively. You can use social media posts to drive traffic to your e-commerce website, offer free samples, introduce new flavours, highlight unique selling propositions and promote in-store sampling. Host Food Festivals and Attend Food Industry, Trade Shows Another effective way to help with your brand positioning in the busy food industry marketplace is by hosting food festivals and attending relevant trade shows. This is a great way to get your product and brand in front of the right people. You can take the opportunity to tantalise your taste buds with a free sample or two. Product samples are always effective. You can also take the opportunity to offer incentives for customers or retailers and other individuals and organisations placing orders. Work With Green Seed The food industry is not always the most accessible market to navigate through and succeed in. However, when you have a professional and successful team that has experience in marketing food marketing, you have the best chance of selling to existing and new customers. Green Seed can be that food marketing partner that can help you with all of your food marketing needs. We have experience working with many food businesses, all with great success. We understand the difficulties facing a food company, especially if you are new to the food and beverage industries. We can help you develop a strong brand, gain more customers and have the success you are looking for, especially when marketing your new food products!

Market shares: Aldi, Lidl, Leclerc and Carrefour, the winning quartet

According to Kantar, Aldi, Lidl, Leclerc and the Carrefour group each showed an increase of +0.2 points in market share over January 2023. Intermarché is also doing well, up +0.1 point, while Système U remains stable despite a good increase in consumer traffic. Discount chains in full swing Thanks to its increase in customer acquisition and the strengthening of operations to build customer loyalty, Aldi has confirmed its momentum with a 3.1% market share. For its part, Lidl reached 8.1% by managing to both recruit and stabilise its level of loyalty. A good performance for Leclerc and Carrefour With a 22.4% market share, Leclerc has progressed thanks to its hypermarkets (+0.3pt) in which traffic has grown by +4.5%. The Carrefour group has a market share of almost 20% (19.9%), with traffic up +6% and the acquisition of new 320,000 customers. Traffic in Système U up by +6.9% The Les Mousquetaires group is slightly behind its competitors with a gain of +0.1pt to 15.9%, thanks in particular to its two food brands, Intermarché and Netto. Système U remains stable (11.4%) but their level of traffic has improved by +6.9%, i.e. a much higher increase than the market (+2%). On the other hand, the groups that are losing the most ground (data not quoted in the Kantar press release) are Casino (-0.5 pt) and Auchan (-0.3 pt). To get in touch with our France team Contact Us

Protein from grass as alternative to soy

Two Dutch companies (Schouten Europe and Grassa) will start developing grass-based meat substitutes. These companies believe grass protein is a suitable alternative to soy and has environmental benefits. They will conduct research into the application possibilities of grass protein over the coming years. Grassa currently processes grass into various products for dairy farmers. The idea is for the companies to start working with unlaid grass. While cows convert 30% of grass protein into milk and meat, the remaining 70% is converted into fertiliser. Grassa intends to extract some of the superfluous protein from the grass in advance. The residual product will be consumed by the cows. Grass protein has other benefits; it yields 50% more protein for each hectare of land. Also, cows emit less ammonia by eating unlaid grass. Engaged in developing, manufacturing and packaging of plant-based products, Schouten is very interested in grass-based proteins. However, before grass protein is suitable for human consumption, there are still some obstacles to overcome. Namely, it requires approval for human consumption by the European Food Safety Authority (EFSA). To get in touch with our Netherlands team Contact Us

Promotions to address falling volume

Campaigns can be a way to pick up failing volumes when prices rise, according to Clearon, backed up by NielsenIQ. Clearon is a Swedish supplier owned system that handles coupons for trade and suppliers that want to promote products. Rising prices lead to falling sales volumes. We see this everywhere in the grocery trade right now. When Nielsen IQ studied just campaign volumes during the past year, it turned out that, among other things, eggs, functional drinks and snacks are some of the categories which were able most to increase sales through promotions. An important reason for the increase is that these categories have had a great focus on price campaigns of various kinds, says Anna Ekström, commercial manager for the Nordics at Nielsen IQ. Because if there is one thing that consumers are looking for in times of inflation and price increases, then it is good offers. We see a clear trend right now where consumers are looking for cheaper alternatives to the goods they normally buy, either by looking for extra prices and coupon campaigns or by switching to cheaper alternatives and private labels. This is not surprising and we see a trend for “offers of the week” to gain more space in-store and that sales of goods on promotion are constantly increasing. To get in touch with our Nordic team Contact Us

Rise of Carbon Neutral Awareness for CPG Brands

As the effects of climate change impact communities globally, environmental consciousness continues to grow. A 2022 survey conducted by the IBM Institute for Business Value, found that 51% of respondents said that environmental sustainability was more important to them now than it was 12 months ago. Increased environmental education has motivated consumers to interact with greater discernment toward products. According to the University of Oxford, 26% of global greenhouse gas emissions come from food production, so the food and beverage industry is not immune to consumer scrutiny. Moreover, legislation calling for greater corporate transparency is becoming more common. Last year, the U.S. Securities and Exchange Commission (SEC) proposed the standardization of climate-related disclosures to create more reliable and comparable information for investors in the market. Companies will be expected to conduct climate-related scenario analysis to identify potential risks that could financially impact their business. The proposal also includes a disclosure rule about greenhouse gas (GHG) emissions created during business operations. Consequently, a growing number of CPG brands operating in the U.S. are already taking steps to satisfy these external demands. This strategy entails launching carbon-neutral products to offset the carbon emissions created in the supply chain. Brands Leading the Way Companies committing to offsetting their carbon footprint label their products as carbon-neutral or regenerative. Commonly, this labeling gets granted when companies purchase carbon offsets or credits that fund environmentally friendly projects. Anheuser-Busch, Neutral Foods, and Conagra are some brands that have launched products with these claims. Comparatively, Oatly, the dairy-alternative brand, launched climate footprint labels for its line of U.S. oatgurt products. These labels indicate the greenhouse gas emissions (carbon dioxide equivalents referred to as CO2e) per kilogram of packaged food product. This alternative strategy showcases the brand commitment to lowering carbon emissions, while empowering consumers to make more ethical choices. Regardless of the path taken, a proactive approach towards climate-focused efforts will set a strong foundation in a shifting consumer and legislative environment. Considering the American Consumer The Global Sustainability Study of 2021 revealed that American consumers fall short when making significant changes to their purchasing behavior or way of living to be more sustainable, than their European counterparts. Furthermore, age plays a role as younger generations of consumers (Gen Z and Millennials) display greater flexibility in editing their behavior than older generations (Gen X and Baby Boomers). Yet, when discussing moderate changes, 55% of U.S. consumers responded positively, meaning there is intent and willingness from Americans overall to live more sustainably. CPGs with corporate agility will be able to evolve alongside the American consumer. What does this mean for CPG Brands? Currently, environmental consciousness remains an optional selling point for brands operating in the U.S.; as the impact of climate change becomes more undeniable it may one day become a must-have. American consumers vary in their commitment to sustainability, but a general desire to engage more with environmentally conscious brands exists. Legislative change will help facilitate that engagement as corporations are challenged to consider and disclose their environmental impact. Consequently, retail buyer behavior will evolve to represent those changes; as brands with sustainable practices are prioritized. CPGs should take the current moment to prepare for the needs and regulations that will inevitably come. Analyzing your business model to see where environmental action can be integrated is essential to better position your brand for the evolving U.S. market. To get in touch with our US team Contact Us

On the go catering: the desire for well-being and attention to healthy eating is growing

As 2022 drew to a close we witnessed the recovery of travel after the pandemic crisis. Leading this recovery that involves all channels (from highways to railways and flights) are the younger generations and in particular Generation Z and the Millennials, with the former preferring trains while the latter focused on cars and planes. This recovery has led the Autogrill Group, the world leading operator in catering services for travellers, to enhance its food experience in all areas. At the same time, the desire for well-being and attention to a balanced and healthy diet is also growing. Italians are, in their purchasing decisions, showing a preference for those brands committed to sustainable initiatives and corporate social responsibility. These are some of the major findings of the Next Normal in Travel Research, conducted by NielsenIQ on behalf of Autogrill. This research aimed to analyse consumer behaviour following the pandemic with a sample of 26,841 adult travellers via motorways, airports and railways in Italy, the United States United States, Germany, France, United Kingdom, Netherlands, Switzerland and Belgium. Among the main factors that emerged from the survey is increased attention to well-being and a balanced diet, with growing demand for products that are not only tasty but also healthy. In indicating the factors that determine products chosen, travellers from the eight countries identified naturalness and freshness of food as key elements; the presence of natural ingredients, rich in nutrients and without preservatives; low sugar, fat and calorie content; the origin of the product consumed en route. In Italy, about half the travellers, especially the younger generations, were more inclined to choose healthy foods especially in airports (56%) and railway stations (45%), where longer waits for connections lead people to take more time for a quality break. On the other hand, on the motorway, where breaks are shorter, the choice of healthy products drops to 41%. For Italians and in particular for 73% of travellers at airports, 71% of those using trains and 65% using motorways when purchasing prefer brands committed to sustainable initiatives and corporate social responsibility. Among these, those considered most important are, in order, attention to food safety, the reduction of food waste, the reduction of carbon dioxide emissions, the adoption of plastic-free solutions and the use of zero km products. Autogrill for example has been adopting Initiatives that combine greater attention to ESG issues for some time, such as the processing of innovative green materials, from Wascoffee, developed starting from coffee waste, and Wasorange, deriving from orange juice waste. As well the first Wascoffee Lab concept entirely made with 100% natural and recyclable material, developed from using coffee grounds, opened in Milan Central Station recently. To get in touch with our Italy team Contact Us

Are UK consumers eating healthier products and less sugar?

Despite a major focus on reducing sugar consumption from the UK government, Kantar sales data between 2015 and 2020 shows that only 3 categories saw falls in total sugar consumed over the period – yogurts and fromage frais, puddings and breakfast cereals. A ‘sugar tax’ was introduced some years ago focused exclusively on soft drinks, and this has led to much product reformulation, cutting out a lot of sugar from the shelves. The category grew most strongly in products with less than 5g of sugar per 100ml (where no tax applies) and total sugar sales dropped by over one-third. But over the Kantar review period sugar tonnage in chocolate confectionery increased by 26.9%, and in sweet spreads and sauces by 24.5%. Admittedly some categories (like chocolate) are difficult to change given the nature of the products, but results across the industry fall some way short of the 20% reduction target set by the government in an effort to tackle the obesity crisis with mounting costs for the National Health Service to address. The latest initiatives against HFSS products (High in Fat, Sugar or Salt) have also reduced the opportunities for promotion and secondary placement in stores across a very broad range of products. Early signs are promising for healthier product lines to achieve more shelf space ,which may well support both new suppliers and reformulated products from industry giants. To get in touch with our United Kingdom team Contact Us

Closure stirs emotions

Last month Danish COOP decided to close Denmark’s oldest retailer: Irma. We saw consumers protesting, and the media reported that COOP had proved totally unable to run the Irma chain which it took over some 40 years ago. Two former Irma directors pointed out that COOP itself has driven Irma into a slump. On the other hand COOP´s own MD pointed out that quite frankly, there was no basis for continuing the Irma chain. His explanation for the decision appeared to be leadership. “Many mistakenly believe that Irma customers are just the kind of rich people who don’t care about prices and only shop in Irma. That is simply not the case. Irma shares the most customers with the discount stores, and the discount share among Irma’s customers has just grown and grown, so that an average good Irma customer now shops twice as much in discount stores as in Irma, which has become a supplementary store”. As someone who has written a thesis about Irma in particular, I can add some more personal views: Over the last 40 years there have only been a few profitable enough to build any reserves and Irma could not have survived this time period without COOP. When COOP bought Irma no other chains or groups wanted to take over Irma as discount was emerging. Various Irma managements since then have not been able to reformulate Irma into a long-lasting chain concept. Irma benefited from COOP’s economies of scale in logistics and purchasing volume but were not creative enough to set out a direction for a positioning that could lead to the chain’s survival. The iconic Irma director Børge Olsen, who developed the Irma chain to 160 stores (today 70 stores) instinctively understood “Mrs. Jensen´s ” shopping habits but. Irma has never tbeen he same since. Irma’s concept fits a different era, while consumers’ shopping habits have long since moved on. Perhaps because the business base was vanishingly small. Irma tried several times to open stores outside Copenhagen without success. if there are not enough customers for a given concept in an industry where margins are low and you are dependent on a large turnover, it unfortunately makes no sense to continue. And certainly not in a country that has among Europe’s largest coverage of grocery stores. A sad day, but an inevitable one too. To get in touch with our Nordic team Contact Us

How to Market a Restaurant

Restaurant marketing is something that you may find a little stressful and intimidating. But, with the right help and support, it doesn’t need to be. How else is your target customer base going to learn of your restaurant’s existence if you are not doing all in your power to promote it and get your brand out there? Restaurant marketing ideas for the modern age we live in revolve around the internet, websites, social media, influencers and other techniques. At Greenseed we have the experience and skills in all forms of restaurant marketing to ensure your business attracts customers and increases in popularity. To help you understand what you can do, we have put together a list of some of the most effective and efficient restaurant marketing ideas. Build your digital presence In this day and age, a website is a non-negotiable thing for any modern restaurant. As an absolute bare minimum, you should have a simple website with a homepage, an about us page, menu pages or PDF downloads, and a contact us page with full directions to your physical locations and Google maps. However, in order to effectively build your online presence, you should think also about adding a blog, a photo gallery showing not just images of your restaurant, but many of the dishes you serve, and a reviews page along with a handy FAQ page. You also need to set up a Google Business Profile for your restaurant. Having this in place will mean that your restaurant will appear in local search results on Google, and Google Maps and in regular search results it means you will get a box in the right-hand Knowledge Panel. You need to do more than just set up your profile here though, as you need to optimise it if you want it to appear in the special Local-3 pack or rank higher than your competitors in Google Maps. If you don’t optimise it properly, you could fail to attract any customers to your business profile. This listing alone contains a lot of useful and potentially converting information such as: Your full contact information (including full postal address, phone number, email address and website URL) Common questions and answers about your restaurant and food Popular times to dine there (other information like the best times to dine there, when you are likely to get a seat etc.) Google Reviews Reviews outside of Google Photo Gallery Category your business is listed in From the Business section Posts, any posts that you have published from your Google Business Profile page As well as optimising it, you need to make sure that you regularly update the information there as it changes. There is a lot of evidence to show that people who like dining out and ordering takeaways like to do their research online. Around 89% of all consumers research diners online. At Greenseed, we understand that this can feel very challenging, especially if you are not particularly tech-savvy and just want to produce great food and make sure people have a great time at your eatery. That’s why we are here to help and can ensure you have a website that does a lot of the marketing work for you. Encourage returning customers using email marketing One great way to market your restaurant is by encouraging all new customers to sign up for your email marketing list. You can use an email newsletter to showcase new menu items with dates when they are likely to be added, any special events coming up, vouchers and coupons, customer reviews and stories, and a lot more. It doesn’t necessarily even need to be a weekly thing. Just something you send out regularly enough to keep customers in the loop about your business. Many users prefer it if it is not weekly because then their inbox is not getting flooded. New to email marketing? Or simply find it a bit confusing? Don’t worry, as Greenseed are here to help. Feature in local press While you could pay for an advertisement in the local newspaper, there is another, even easier way you could get some local marketing for free. As printed press and media are very much a slowly dying thing, journalists working in regional and local newspapers are always on the look for easy and quick stories. So why not give them one? You can do this by perhaps staging a special event. A launch party or maybe even a charity gala – something that will draw the attention of the residents and press to your business. If you can also work on building a relationship with the local press, whether it’s newspapers or TV stations and news programmes, you will have a lot of great opportunities in the future to promote your restaurant. The team at Greenseed can help identify the best local newspapers and other media outlets that you should consider making contact with to promote your business. Utilise influencer marketing Love it or hate it, influence marketing is here to stay. For businesses like restaurants and other eateries, just like yours, this is a perfect way to get the word out to a wider audience about your dining establishment. Find YouTubers, Instagrammers, TikTokers and Food Bloggers to align with. Consider inviting them to your launch party or to visit your restaurant. Whatever their medium, if you can get them talking positively about your restaurant and brand via a social media shout-out, a review, a blog post or even a video review, you may see a considerable increase in interest in your eatery. For even the most tech-savvy individuals, influencer marketing can be an intimidating area of digital marketing. At Greenseed we can help develop a superb and effective influencer marketing strategy, aligning your brand with an influencer with a strong social media platform following and who is a good match for your goals, beliefs and mission. Social Media is your best friend Social media marketing is not something you should be afraid of. People find it a little intimidating. And while we are not going to lie – there is a lot more to any effective social media marketing strategy than just having a profile page – it’s not something you should shy away from. Most people that connect online tend to do so through social media. It’s where they are – so you want to promote your business where your target audience is. Social media accounts are a great way to open up communication with your customers and interested followers. You can directly promote to them, discuss changes etc. The team at Greenseed can transform that dusty old Insta account you have or Facebook that you have into an effective social media marketing tool. Start Loyalty Programs A great way to encourage more people to dine at your restaurant is by offering an incentive-filled loyalty program. You could offer them money off after so many visits or special deals on special occasions and important dates. One of the simplest restaurant marketing strategies, but undoubtedly one of the most effective as most people nowadays enjoy being regarded as loyal customers and gaining benefits because of it. Use of booking platforms and delivery services Another almost non-negotiable thing in this modern area is if you have a takeaway option already in place or could accommodate a takeaway option while still maintaining your in-restaurant business, then you should offer delivery services and make use of booking platforms. JustEat, UberEats and Deliveroo are just three options open to you. While you may have to pay out to these companies for being featured on their platforms, the benefits often far outweigh the downsides. It gives you a platform where there is already an active customer base, everything is taken care of, and you simply in many situations just have to confirm orders and then do what you do best – fulfilling them. If they provide delivery drivers, then even better. If not, you should still consider adding a delivery team to your existing staff list. Greenseed can help you make sense of the dizzying number of different delivery services and booking platforms available right now and help you work out which works best for your restaurant, the type of customer you attract and want to attract and your location. Encourage Reviews When it comes to dining out, more than many other things, customers have become very savvy over the last few decades and prefer to choose based on the experience of others. Therefore, when your customers have finished their meal, you could offer them the opportunity to fill out a review online. Online reviews are incredibly useful as they show people what they can expect from your restaurant and it adds trusted weight to the information you share about your restaurant. Greenseed can help you to develop a subtle and seamless way to get those reviews from your customers. We can also sign you up and have you represented on the big review sites that people see as authoritative places online.

Consumer interest in quick delivery of everyday products remains high

Roland Berger, a leading German consultancy, has just published results of a survey in the “Lebensmittelpraxis” trade magazine. It concerns Quick Commerce (QC) and is entitled “QC- a lasting revolution” 6,000 respondents were interviewed for the study in Germany, France and the UK. Consumer interest in quick delivery of everyday products remains high. Purchases of groceries and drugstore items are increasing in volume. According to Thorsten de Boer, partner at Roland Berger, QC can be seen as an improved level of service. But it really is more, indeed a new channel with its own unique business model. QC focuses on consumer goods with a high rate of sales. It is progressing in particular in urban areas. 46% want to switch their purchases to QC. The Top 5 categories are pharmaceuticals and groceries (each 10%), out of home food (7%), drugstore items (4%) and electronics (4%). 40 – 47% of respondents consider the choice of products available in QC to be too limited. They are however reluctant to pay more for their preferred brands or delivery charges. Consumers expect delivery times to be within 30-60 minutes. For spontaneous or urgent deliveries, 27% consider QC to be important. For goods like the weekly grocery shop, a further 27% think that on the next day or within 2-3 days is sufficient. Only the most efficient players will survive in such a competitive segment. Multi-channel retailers are seen to have 2 entry options: partnership with an existing company or build up their own capacity. Roland Berger consider the partnership option to be the more feasible. Whichever option, staring up is an expensive job in a large country such as Germany, where 11 depots nationally would be necessary to provide delivery within 2 hours and a further 30 shops would be needed in large conurbations for same-day delivery.

Crisps, chocolate and ice cream: no more TV advertising of unhealthy food aimed at children

As from 1 June 2023, the food sector will no longer carry television advertising targeting children under 13. On their own initiative, industry associations are tightening the rules on marketing to children “independently of any legislative obligation”. The Supreme Health Council recommended to stop broadcasting television commercials of unhealthy food aimed at children between 6 AM and 11 PM. Such a measure is intended to help reduce childhood obesity. The food sector decided not to wait for new regulations. Sector federation Fevia, together with Comeos (the sector federation of retailers) and UBA (the Union of Belgian Advertisers), announced their initiative to tackle the topic. “We are going to proactively impose more severe rules,” explains Bart Buysse, CEO of Fevia. “We are going to raise the age limit under which we want to protect young people from certain advertising from 12 to 13. But, and this is also very important, it will apply to all food companies. In addition, the industry will also apply stricter rules to determine which products food companies can still advertise. Any television programme where children make up at least 30% of the target audience will fall under the stricter rules. Ice cream, crisps and soft drinks, not coincidentally the food products which the High Health Council has in its sights, will be the sectors most affected.

Aldi closes in Denmark

The German discount giant, Aldi, is withdrawing from the Danish market. ‘After careful review of the activities in all markets, Aldi Nord has made a difficult but necessary strategic decision to leave the Danish market,’ according to the CEO of Aldi Denmark. This is indeed a paradox because Aldi’s concept seems more relevant than ever before. However, Aldi had faced fierce competition in Denmark with 4 other very strong competitors and has not been able to attract Danish consumers. Rema, the Norwegian discounter, has acquired the Aldi chain in Denmark. Thus, the circle is closed in a way. It was the Aldi founders who inspired the Norwegian Rema founders. The acquisition of Aldi Denmark has been “very emotional” for the Reitan family, “especially for my father Odd Reitan, who traveled to Germany in 1976 to study the business model of the Albrecht brothers. It became the inspiration for the whole low-price philosophy behind Rema 1000. They were great role models for us, so it is great to conclude such an agreement in such a good way”, says Ole Robert Reitan the son of Odd Reitan, referring to the fact that it was Aldi itself that contacted Rema 1000 last summer and presented the idea that the Norwegian chain should take over the Danish Aldi stores.

M&A and Private Equity recent activity in Spain – Status in Good4U Food & Food Supplements

Wellbeing is one of the main trends that we are currently experiencing, also driven by the pandemic. Therefore, the growth of markets such as healthy food, supplements, sports nutrition or plant-based food will not surprise anyone. As we know, growth trends attract investment and this is reflected in a very dynamic M&A and Private Equity market, as we will see below. Spain in particular is a reference as far as food is concerned, as demonstrated by the major industry events that take place in our country. To maintain this leadership, it is essential to continue innovating, an aspect in which Spain also stands out in view of the large number of Foodtech startups in our country. So, how has this translated into deal activity? The healthy food & supplements industry has experienced significant movements in recent years. This trend seems to continue in 2023. Just a few days ago Nazca Capital acquired a minority stake in the shareholding of 226ERS, a company specialized in sports nutrition. Below we highlight our selection of operations from recent years: Abac Capital takes a majority interest in the leading manufacturer of natural antioxidants, BTSA. Nexxus Iberia has invested in Chef Sam, a company that supports brands with sustainable and healthy food concepts in their international expansion and innovation strategies and new product launches. Kensing, owned by One Rock Capital Partners, has acquired Vitae Naturals, previously owned by Oquendo Capital. Its main line of business uses natural derivatives of vitamin E that are mainly used in vitamin supplements and as natural antioxidants. Within baby food, DeA Capital, the manager of the Italian group De Agostini, acquired a majority of Alnut, a supplier to Mercadona. On the other hand, Smileat, manufacturer of healthy and ecological baby food products, has recently acquired a factory from Midsona in Andalusia. Smileat’s capital includes funds such as Quadia, Creas Fondo Social and Clave. In addition to the recent entry into the sports nutrition firm 226ERS, Nazca Capital has in its portfolio Nutris, specialized in functional gummies, or Laboratorios Almond, manufacturer and distributor of vegan and ecological food. It is worth noting also companies that are currently on the market. Frias Nutricion, a plant-based food manufacturer launched its sale process last year. Apparently the transaction has been put on hold after the binding offers received did not meet the expectations of the shareholders. Private Equity firm Alantra is the majority shareholder. All of these transactions have been backed by Food Experts in strategies and marketing working together with Financial advisors

Portuguese retailer market shares

The recent Lisbon Food Affair took place in Lisbon between the 12th and the 14th of Feb and it replaced the previous Alimentária, now taking place only in Barcelona. During the event, Kantar updated the most recent trends including the penetration and evolution of the retailers operating in the Portuguese market. We can see that CONTINENTE from Sonae continues to be the market leader with 27% of the market, followed closely by PINGO DOCE from Jerónimo Martins with 22%. Discounters and convenience retailers such as LIDL and MERCADONA are increasing their share.. The latter reached 3% market share , but with a penetration of only 34%, which means the potential to increase their share further is still high. The losers are INTERMARCHÉ and AUCHAN in particular when it comes to the mainstream market, as well as MINI PREÇO from DIA.  

Western companies that have stayed in Russia. What are their risks and concerns?

Consumers in Russia can still buy Western brands, because not all companies have decided to leave the country. And even if they change their minds in the face of growing legal and reputational risks, they will face another challenge – the Kremlin wants to make leaving Russia more difficult and, above all, more expensive, according to Paulina Piwowarek on the Portal Spożywczy Poland. Companies responsible for workers at plants in Russia Large companies that have decided to stay in Russia, such as Procter & Gamble and Unilever, have a complicated balancing act to manage – they must protect their financial results and local staff and not be compromised, even if they pay taxes to the Kremlin. For example, outgoing Unilever CEO Alan Jope said he was responsible for 3,000 workers in Russia and that he did not want Unilever’s four domestic manufacturing plants to fall into the hands of pro-Kremlin tycoons or the Russian state. Last week, Carlsberg warned that its plants could be nationalised if production stopped. Kremlin spokesman Dmitry Peskov responded by stressing that there are the laws for the protection of workers. Companies suspend decisions to leave Russia Bloomberg gives more examples of companies that are changing their strategies for exiting the Russian market. Reckitt Benckiser, the owner of such brands as Strepsils, Nurofen, Enfamil, already in April 2022 announced that it intends to transfer its plants in Russia to another entity or local employees. However, it hasn’t done that yet. Danone announced its exit from Russia in October, but is still looking for a buyer for its assets. Philip Morris International announced a similar step at the end of last year. However, it is still trying to obtain the consent of the Russian authorities. Few companies have been as firm as McDonald’s, which sold its Russian restaurants to a local investor in May 2022. But such a move is no longer that simple. There are fewer potential buyers who are not subject to sanctions, and the Kremlin is increasingly reluctant to approve the sale of Western assets.

Bye bye low prices!

Discounters are on the rise. Once again. It’s always the same old story in Germany when you look back over the last decades: in a recession, discounters gain ground and manage to keep that level until the next slump, moving up yet again, and repeat. The novelty this time is the parallel growth in private label across all channels and significant price increases, of course. 20% inflation on food and drink in Germany – this is unheard of! Notoriously low price levels of food products have always been a challenge for most exporters, for which we develop a market entry strategy here at Green Seed Germany. Will this change now? In light of rapidly soaring cost of living and higher food prices, Germans spent their money more carefully in 2022 and purchased to an increasing degree products on promotion as well as private label value products. The discount store format profited from this in particular, as consumers traded down to premium private label such as Lidl Deluxe in the run up to Christmas. Now is the time for manufacturers to explore private label opportunities in the land of discounters! Discounters now account for 43.7% of grocery retail turnover (IRI) or 36.9% if you include e-commerce and specialist trade (GfK). While the discounters will certainly maintain their strength once again, full merchandise stores still remain relevant to consumers. Another opportunity here, for brands: get innovation on shelf. Easier said than done. Instead of retailers and suppliers working jointly to get new products on shelf, retailers are lost in price battles with suppliers and aggressive price promotions with consumers. How much innovation will this cost us? One of our clients told me they had pushed through no less than five price increases for their branded products in the last 14 months in their domestic market. With German buyers even a single price increase usually results in a fierce battle. Retailers view themselves as guardians of prices and noble advocates of consumer protection. They accuse some suppliers of passing on higher price increases than necessary. In the last half of 2022, negotiations on price and conditions led in a few cases to the delisting of renowned brands. The example of Kellogg’s shows what kind of effect this can have on an entire category: Movement of shoppers (Käuferabwanderung) but also reinforcement of private label. In Germany, Kellogg’s generates 25.6% of turnover with Rewe (retailer No. 3). An analysis of Smhaggle, a price transparency app, shows that in a certain period in 2022 the number of shoppers in Rewe’s entire cereal category decreased by 12.1%. The Kellogg’s brand lost 19.4% in volume, while Rewe’s private labels increased by 17.2% and competitor Nestlé gained 2.2%. This clearly shows even to grocery retailers that brands are needed, despite the steady rise of private label. However, brands need to be careful not to lose the momentum. Now is the time to review brand strategies and fine-tune propositions, and to communicate with the objective to maintain loyal consumers and convince more shoppers to buy their products. Brands need to be ahead of the game more than ever. Several recent studies show that German consumers are less willing to pay for environmentally friendly food. This is obviously a side effect of the current crisis and will surely be only a temporary phenomenon. Germany has always been advanced regarding sustainability topics and brands need to invest now, even if it hurts, in building credibility in this area while proving the general value of the brand itself remains an ongoing task. Yes, this will be reflected in a higher shelf price, but consumers will have to come to terms with price increases in general, driven by climate change, raw material, energy and labour costs. In the end it boils down to this: German consumers (as well as some retailers) should really stop complaining. We will never return to our former low price levels, and this is a good thing. Nicole Guenther Managing Director, Green Seed Germany nguenther@greenseedgroup.de

Spain still going ahead with a 0.45€/KG tax

Despite appeals from sectors across the trade to suspend the application of the new Plastic Tax, the Spanish Government has allowed this to go ahead, effective from 1st January 2023. After the decision some time ago of the Italian government to suspend the law, Spain would be the only European country to follow on with its implementation. The FIAB (Spanish Federation of Food and Beverages Association) pleaded with the Spanish Economy Ministry to suspend the law due to its inflationary effects. It has been calculated that the total new cost of the direct impact for the industry could be of around €1 billion euros and in addition a further €1 billion on manufacturer responsibility. An increase of 0,45 eur/kg in the packaging costs of food would contribute to a current level of inflation in food products of 15 to 20% as compared to the previous year, according to a consensus forecast of several institutions. The impact on lowering consumption could be significant as Spanish consumers are reluctant to accept an additional hit to their budget. To get in touch with our Spain team Contact Us

French retailer Carrefour tests Walmart-style home delivery to customers’ fridges in France

The French retailer Carrefour wants to go even further in home delivery and be one of the first retailers in France to offer a unique home delivery service to its customers. Carrefour is currently testing a home delivery service where the Carrefour delivery driver puts the fresh and frozen products in the fridge and freezer of the client. But in order to be eligible for this service, customers must be equipped with a special locking system for their front door. During the time slot chosen by the customer, the customer unblocks a temporary access to their door for the delivery driver and is warned when they enter their home. The delivery person pus away the fresh and frozen products in the refrigerator and freezer of the person being delivered. The dry goods are placed on the counter. The delivery driver then takes a photograph of the stored groceries and sends it to the Carrefour customer by SMS. This innovation aims to provide an additional service and to differentiate itself from traditional home delivery, a market that is worth almost 10 billion euros in France and is dominated by delivery platforms such as Uber Eats and Deliveroo. As far as retailers are concerned, the drive remains the dominant method of collecting goods online, but home delivery has made strong progress in France since Covid-19. But the necessary installation of a special locking system for the front door leaves one wondering about the complications that can arise and the costs which are associated with it. Nothing has yet been communicated about the cost of this delivery service and the amount that will have to be paid to have access to it. Which leaves one wondering how truly inclusive this service will be to customers. Although this service has already proved to be a success in the United States, retailer Walmart has already been offering this service, to its customers since 2019 but testing started in 2017. In addition to a door locking system that customers must also authorise, Walmart employees wear cameras to provide proof of their service and avoid possible suspicions of theft or damage to the customer’s home. The necessary installation of the secure lock does not seem to pose a problem for customers. In fact, in January 2022, Walmart announced that their home delivery to customers’ fridges called InHome would be available to 30 million households, compared to 6 million households previously. As a result of this expansion a further 3,000 employees are planned to be hired to support the expansion of the service. Despite scepticism, home delivery to customers’ fridges might soon be common to everyone. To get in touch with our France team Contact Us

A Supermarket Super Merger

The 12% increase in prices on American supermarket shelves is not the only grocery news grabbing consumer attention in 2022. In October, two North American grocery giants, Kroger and Albertsons, announced their intent to merge in a historic deal worth $24.6 billion. This combining of forces is a competitive response to giants like Walmart and Costco. Such a consolidation would provide the financial and operational benefits necessary to compete against those industry leaders. A merger of this size will not come easy, and a long road lies ahead for Kroger. Amongst the obstacles are: regulatory approval and a minefield of vocal stakeholders with varied optimism for the deal. Company Insight Kroger and Albertsons are two of the largest supermarket chains in the United States, owing their success to years of regional acquisitions. Grocery Dive reports that currently, Kroger holds the second largest grocery store market share in the U.S. at 9.9% with Albertsons at 5.7%, compared to Walmart and Costco’s, 20.9% and 7.0%, respectively. Combined, Kroger and Albertsons currently employ 710,000 associates and operate 4,996 stores, 66 distribution centers, and 52 manufacturing plants. Together, they will serve 85 million American households. The Arguments There is a lot of speculation about the true impact this merger will have on stakeholders. Kroger has defended the merger as essential in furthering their success in such a competitive market. In a statement, Kroger Chief Executive Officer Rodney McMullen said, “We are bringing together two purpose-driven organizations to deliver superior value to customers, associates, communities, and shareholders.” Kroger has stated that many benefits would result for those stakeholders, such as lower prices for consumers, further investment in their employees, fresher products for communities, and higher total shareholder returns. Yet, critics of the merger remain skeptical about who it will actually benefit. Amongst these critics are Kroger-Albertsons employees who fear divestitures will lead to store closures and layoffs. In addition, politicians have pushed back with their concerns about what a merger this size would mean to consumers and the industry. Many feel that continued consolidation of the grocery industry could increase the likelihood of coordinated pricing behavior, facilitate the creation of food desserts, and be anti-competitive. A U.S. Senate Judiciary hearing took place in November 2022 to directly question Kroger and Albertsons executive leadership about these concerns. In the upcoming year, Kroger will need to successfully navigate an intensive review by the United States Federal Trade Commission (FTC). The FTC will analyze the merger’s impact on competition and consumers. If approved, the deal is expected to close in early 2024. What This Means for CPG Brands While consolidation in the grocery industry presents significant opportunities for brands, it does require a degree of caution and planning before engaging with such a meaningful retailer. To be successful with the new Kroger-Albertsons group it will require a validated value proposition, a proven track record in the other retailers, a smoothly operated supply chain to service over 4000 stores, and significant investment in marketing, promotions, and team to unlock this opportunity. To get in touch with our North America team Contact Us

The role of PR in a social media dominated world

By Elinor Tyler, Head of Consumer Division, Storm Communications In today’s digital-first world, food and drink brands often question how public relations fits into the marketing mix. If they have a solid presence on social media, does that suffice? Is there any merit in courting the traditional media for editorial mentions if newspapers and magazines are increasingly taking a backseat when it comes to consumers’ media appetites? The answer isn’t straightforward and for every FMCG brand the answer differs because of many nuanced factors. However, there are some truths that can help food and drink brands navigate whether PR should be a key player in their comms strategy. Firstly, don’t forget that having a brand presence on social media is a form of PR. You may be the ‘journalist’, videographer, photographer, and publisher, but the content that you post is still working as a public relations tool. And journalists will often refer to social media channels when writing about your brand: there is a symbiosis in place that cannot be ignored. Read any article on an online media outlet about a food trend or product consumers are going crazy for, and you will see that journalists use quotes from the public that have posted on social media. The reality is that having a presence on social media is considered a hygiene factor nowadays for consumer-facing brands. And although it is a PR tool, there are many reasons that social media alone cannot fully maximise a brand’s PR potential. Be assured that traditional media is also very much alive and kicking! While readership of hard copies of newspapers and magazines is in decline, collectively they are still read by millions of consumers. Add to that the fact that their online editions are read by millions more readers still, they offer an excellent platform to get your story out there. And no brand is going to say no to PR coverage on a prime-time TV programme or radio show – they continue to be worth their weight in gold. It is also worth bearing in mind that off-page SEO, delivered via a compelling PR story placed in national digital news outlets, has the ability to rocket power traffic to a website and engage consumers in a way that advertising or a proprietary social media channel rarely does. When brands consider their audience, it may be that traditional PR – namely media relations to generate editorial mentions – remains the best route to PR the brand or product. A general rule of thumb is that the older the audience, the less valid social media is, and the more important media relations is. Again though, depending on the brand, there can be subtleties that can turn this rule on its head. The truth is that for most food and drink brands, to maximise their PR potential it is crucial to implement social media marketing and a more traditional PR strategy. The bias towards these disciplines will change depending on the products and audience, and the tactics employed for each will differ markedly because of these factors, but doing both will ensure a more robust and effective marketing approach. To speak with someone about the right PR strategy for your brand, contact hello@stormcom.co.uk.

The market for meat substitutes is no longer in growth

Within Europe, only the UK spends more money per head on meat substitutes than the Netherlands. On average, Dutch people spend three times more compared to other countries in the European Union. However recently this trend is showing a decrease. This not only the case for The Netherlands, but also Great Britain, Sweden, Norway and Belgium. According to research conducted in 2021, 26% of the Dutch were willing to swap meat and dairy for plant-based alternatives, however, this does not seem to have materialised in 2022. Turnover of plant-based products fell by 5.7% by week 24, while the volume of sales dropped by 6.4%. According to Nielsen, this is explained mainly by the fact that the assortment expansion of this range no longer contributes to category sales growth. Additionally, promotional activities caused an increase in the quantity of meat substitutes sold until 2020. Promotional pressure on the meat substitutes group is still increasing but is also reducing value. Where promotions were 30.8% in 2020, they are now around 37.9%. This is much higher compared to the 23.5% average per supermarket on the remaining range. Another factor making consumers buy fewer meat substitutes is price. Meat substitutes are on average still 25% more expensive than their traditional counterparts. Furthermore, Nielsen also examined the development of the various segments within meat substitutes. The meat substitutes that most closely resemble meat perform the best, with the remaining sales being achieved from processed plant-based meat, plant-based burgers and other alternatives. Today, meat substitutes represent 8% of turnover and 6% of the volume within the meat and meat substitutes category. To get in touch with our Netherlands team Contact Us

How are consumers responding to the cost of living crisis?

Switching to discounters, buying less alcohol and sacrificing some of their sustainable shopping habits are among the findings of a Lumina Intelligence survey which reveals how habits are changing and which product groups are most affected. Concern is growing about the increases in grocery shopping bills, with 61% of the 45-54 age group being the most anxious, while one-third of shoppers say they have started shopping at a discounter and a further 16% changing their regular ‘Big 4’ retailer. Alcohol is the category consumers are cutting down most on (47% of consumers), while cakes, biscuits and confectionery (45%) and bagged snacks (36%) are the next in line for saving in the household shop. Interestingly, although online shopping has been reducing as a share of overall grocery since the re-opening post pandemic, some 38% of younger age group 18-24 say they have started online shopping to reduce journeys, mindful of fuel costs. This age group is also the most likely to buy products with sustainable packaging whatever the cost (23%), while only 6% of the 45-54 age group claim to do so. The sustainability issue appears to be polarising. Across the UK 24% of shoppers believe that retailers should continue to prioritise sustainable options, but this falls to 10% in Wales. Consumers are calling out for keener prices on sustainable options, with better information, more promotions (56%) and more advice on how to be sustainable on a budget all being asked for. To get in touch with our UK team Contact Us

America is open for business

“America is open for business” With uncertain global economy and financial stress hitting households, a commonly asked question to Green Seed North America is “should we launch our retail brand in the US today?” The answer is YES – America is definitely open for business. Some businesses might think this is counterintuitive given the persistent talk of a recession, however, our view is that strong global brands, with differentiated, great tasting foods will succeed in this market. And if they can succeed now, then they will thrive once the economy gets back into stronger growth. For brands to realize success, they will require careful planning, patience and investment. So, why are we so bullish on the US? Premium Innovation is still relevant: Consumers continue to look for innovation in the marketplace and following the pandemic retailers are increasingly looking to brands to make the shopping experience more exciting. Premium food and beverage retail will strengthen as consumers shift spending from restaurant dining to in-home dining where the price of a high quality dinner and bottle of wine is significantly less than at a restaurant. We witnessed this in the 2008 downturn, and expect to see it again in 2023. Retailers need ideas (not just pricing) to fuel growth : While inflation is running at double digit in Europe and the UK, the US is seeing inflation cool off in recent months, and local economists are describing a “soft landing” for US investors and businesses. Newspaper headlines are no longer focussed on the cost of energy or grains as they were 8-12 months ago, and while certain consumer goods segments might see a continued uptick in pricing, we do not expect to see this continue broadly for retail food and beverage. Retailers are stocking brands that can growth their categories and consumers are spending on brands that are delivering genuine value to them. Brands can adopt a “test and learn” approach to the market : The US is a highly fragmented trade, with many large, medium and small retail chains, and many classes of trade like natural, specialty, club and mass. This allows brands to test and learn their value proposition on a regional basis, a in specific channels (i.e. Natural) or even with a specific customer. And importantly, test markets in the US represent material scale given the sheer size of the market. Many successful brands are using this tougher economic climate to fine-tune their offering with an eye towards scaling in 1-2 years. A US business can become a profit driver for international businesses : A strengthening US dollar means that the sales contribution from the US deliver stronger financial results to the international business. While the cost of trading in this market are higher, the returns are much greater. With a considered approach to planning, and a tight launch strategy, a US market launch can be extremely lucrative in both the medium and longer term. Our firm view is that to realize market success, brands require careful planning borne out of a deep understanding of the market. Businesses that understand the US retail and competitive landscape, US consumer needs and wants, and the financial and operational ways of working in the US and apply this thinking into a staged launch plan are set up to succeed. Green Seed North America is here to help you on your growth journey. Please feel free to reach out if you would like to discuss how your brand can launch into this market. To get in touch with our North America team Contact Us

Food Marketing Trends for 2023

As the marketing world always seems to be changing and adapting, it is hard to keep up with the newest food marketing trends. However, keeping up with them is something you should try to do. With 2023 underway, we look at some of the key food marketing trends that are going to shape the industry and you should take note of them if you want to remain competitive. While there are difficulties and challenges ahead, there are also opportunities to drive success within the food marketing industry. The Growth of Plant Power Thanks to vegans, vegetarians and those worried about the more traditional resources running short, plant-based foods are one trend that has increased over the last few years. In 2023 it is expected to continue to grow, as consumers look to food manufacturers and brands offering plant alternatives to meat, either due to moral concerns, dietary concerns or health reasons. Read our blog about the ‘Must-Try Vegan Marketing Strategies’ Rising Costs It will come as no big surprise that the biggest concern for most people is the rising costs. The food and beverage industry has been affected badly by the cost of living crisis. As a result, many companies and brands are taking a more subdued approach to their marketing. Home Cooking Social Media Influence A lot more people are cooking at home since the pandemic. Not only are they cooking and baking more, but are enjoying it more and one of the main driving influences of this is social media. When the lockdown happened, people turned to social media for food recipes and videos to try. Some startling research shows there has been a definite shift in where individuals get ideas for recipes and meals. It found people are five times more likely to use recipes they discovered on social media than the more traditional outlet of TV. Even more surprising is the fact over 70% preferred to get recipes from social media instead of cookbooks. Sustainable Choices Another essential food industry trend to be aware of in 2023 is the continued increased interest in sustainability consumers. This is because the climate change crisis continues to be a hot topic with data and science pointing indicating it needs to be addressed and rectified urgently. Consumers are more interested than they ever have been in how brands impact the environment and will vote with their conscience and their feet. Many are looking for companies moving away from fossil-fuel-based energy and using sustainable packaging that is biodegradable and recyclable, with less use of plastic. They are also keenly interested in companies and brands that make efforts to reduce their water consumption and only use eco-friendly detergents and other cleaning solutions. Conscious Calorie Counters Food marketing is evolving to meet the demands of consumers becoming more conscious of their health and as food companies respond to the changes. Food marketing strategies focus now on promoting wellness and healthier eating. It is also not just about calorie counting or the actual food, but the way people live their lives. Though many will still count calories, they will also be looking at the bigger picture. Brush up on your knowledge of the Calorie Labelling Regulations. Social Media will become a search tool While it’s true that navigating around social media can often feel like traversing through a minefield, the evolution and importance of it within the food industry and food marketing cannot be overstated. With the use of short-form videos and shoppable links integrated into posts on social media platforms like TikTok, social media is changing marketing. People are using social media to make choices about the food and drink they invest in. You can create an aesthetically pleasing social presence to encourage consumers to check you out. When they come to visit your platforms with customer queries you can use your social media account to help educate and inform them about your brand. Influencer Marketing Continues Can you remember a time when influencer marketing was known as “word of mouth”? With the advent and evolution of social media, that term has become a whole new beast. Opinion leaders can exercise a real influence on their social media followers by connecting with them and sharing messages that in turn sway their purchasing decisions. Although some brands have taken a step back and stayed firmly on the fence regarding influencer marketing, thanks to the impressive results achieved by other companies and brands, influencer marketing will become a more common trait in 2023 and beyond. Within this field, another important food and beverage marketing trend for the next 12 months will be the move towards having more consistent brand ambassadors than influencers just being featured in one or two small commercials or marketing campaigns. Many brands have seen the success that Mcdonald’s had with Maya Jama as a brand ambassador and Just Eat which had Katy Perry and Snoop Dogg as brand ambassadors. 2022 proved that it can also be highly valuable to your food brand if you use micro-influencers when you can’t afford big names or don’t have big budgets for advertisements. A Shift in Beverage Choices According to the latest statistics, the fermented ingredient section of the food and beverage industry was worth around $23.64m in the US in 2018 and is expected to jump dramatically to $35.54m by 2023. A large part of this specific trend is related to the recent focus on prebiotics and probiotics and gut health. For instance, there has been an increase in Google searches for “gut health” of almost 700% over the past five years. When you consume fermented food and drink fermented beverages you get various health benefits along with improved gut health. For instance, the antimicrobial and antioxidant activity, immune system support, and enhanced absorption of minerals and vitamins along with many other things. Although wine, sauerkraut, cheese and yoghurt are the most common fermented foods, the trend extends beyond these. For example, kombucha is a tangy fermented tea beverage that originates in Eastern Europe, Russia and China. Kombucha interestingly has become one of the quickest-growing grocery segments during the past ten years. Even more intriguing is the fact the popularity of alcoholic kombucha is growing even more quickly. Kefir, the fermented dairy beverage is another capitalizing on the trend in gut health food and drink.   These marketing trends have given you some food for thought. Regardless of the marketing food and beverage budget you have at your disposal, Greenseed Group can help you with your food marketing endeavours during 2023.

Private label is booming in Germany

The effect of increasing inflation is reflected in recent consumer behaviour. Brand quality and sustainability are no longer as important in food purchases. And price is returning to its old major role with 62% of respondents stating it has become more important to them according to a survey commissioned by Bonn-based strategy consultants Simon-Kucher in September 2022. During lockdown, attitudes towards price amongst the 1,000 respondents remained unchanged and regarding product quality increased in importance. The 62% figure with regard to price is almost double that of pre-lockdown. This explains the increase in interest of consumers in private label, beyond a general trend towards purchasing less and spending less. 46% of respondents state they buy mainly or primarily private label products, rising to 66% amongst lower income households. This trend is particularly apparent in the categories fruit/vegetables, detergents/cleaning products and cosmetics. However, with snacks or confectionery the private label share remains relatively stable.

Gingerbread and polish vodka have a lot in common

Today, thinking about gingerbread, we imagine pastries of various shapes and spicy taste, or a cake layered with jam. However, over the centuries, this well-known delicacy has undergone numerous metamorphoses. Probably the first gingerbread pastries were made in pre-Christian times. Our distant ancestors were specialists in preparing so-called honey cakes, i.e., cakes based on honey and flour. Sometimes, spices were also added to them. These cookies were then baked in monasteries. In the 13th century, the tradition finally reached the cities. The word “gingerbread” comes from the word “pierny”, i.e. peppery, which indicates spice traditions. However, old recipes show that spices were not always included in gingerbread. What’s more, these cookies baked in Europe differ significantly from each other. Nuremberg gingerbread, for example, is extremely interesting, as it has a flowing consistency and wafers are used for its production. The symbol of Toruń is the most popular Polish gingerbread – katarzynka. The first cookies of this type were baked here at the end of the 14th century. Some of them are real works of art. Today, these forms, like labels or bottles of vodka produced in Poland, are kept in museums. This does not mean, however, that the interesting shapes of gingerbread have been abandoned. Cakes are still being baked in the shape of a carriage or a rider on a horse. Although today gingerbread is usually served as a sweet treat, it was not always so. There are indications in the sources that breakfast should be started with this delicacy along with vodka. Both of these products were also given to travelers on the road to refresh themselves. – Gingerbread and Polish Vodka have a lot in common – says Anna Kornelia Jędrzejewska. – Let’s start with the fact that sometimes vodka was added to the cake itself. Gingerbread and vodka were also associated with feasting and feasting in the family circle. These products were also once used as medicines to strengthen the body, they were supposed to have a warming effect – she adds. Thanks to the inseparable ties with Polish tradition and history, Polska Vodka received a Protected Geographical Indication, i.e. a European mark awarded to regional products of exceptional quality, aimed at preventing unfair commercial practices and which allows consumers to find the highest quality products. Gingerbread is a cookie ideal for sharing with others, which is why it has been an element of social life for centuries. With or without vodka!

How the Belgian food industry is fighting a perfect storm, with further price increases to come.

Overall inflation is falling, but the end of rising food prices is not yet in sight. A quarter of the often energy-intensive food companies are seeing their fixed energy contracts expire and move to variable rates next year, sometimes increasing their costs by 3-4 times. The sector will also face a wage indexation in January. This is a legal mechanism, quite unique to Belgium, which comes into play when inflation raises. It will be forcing companies to pay some 11% more in wages. On top will be the renegotiation of contracts with some suppliers. “Suppliers who honoured their contracts and bled over the past year will now raise their prices substantially,” says Anthony Botelberge, Chairman of food industry federation Fevia. That inflation has yet to be translated into prices in supermarkets. Fevia also points the finger at retailers. They increase their RSP’s on certain products by more than the increase passed on by their suppliers. During negotiations the attitude is too confrontational. The delisting weapon is being abused and huge fines are imposed for delayed deliveries. “Even though we are finally noticing some easing in the negotiations with the big supermarket chains: it has all taken too long. Many companies are at their wits’ end as a result, and without support from our chain partners and governments, we risk undermining the local anchoring and continuity of the entire food chain,” says Bart Buysse, CEO of Fevia.  

The Shifting Advertising Landscape for US Food and Beverage Brands

For food and beverage brands, the US stock exchanges are down across the board year to date in 2022 facing many economic headwinds (NASDAQ -33.8%, S&P 500 -21.4% as of 11/11/22) and tech companies with their huge market caps are a key driver of the declines, losing value at a rapid pace. Google is down -33.5%, Amazon is down -40.9%, Meta is down -66.6% and Snap Inc is down -75.0% year to date. With most tech business models relying on advertising revenue, significant decreases in advertising revenues in recent history are primarily to blame for this value erosion. What is driving the dramatic declines in advertising revenues? If you read the firms’ financial statements, they would lead you to believe the advertising declines are due to economic uncertainty: Meta says the problem is “the uncertain and volatile macroeconomic landscape”; Google blames “the challenging macroclimate”; Snap, “macro headwinds.” And it’s true, there are macro headwinds such as rising inflation, interest rates, and supply chain issues which could contribute to suppressed advertising demand, if it meant that consumers were spending less on the goods being advertised. Except that, consumers are spending more. US consumer spending is actually up 0.4% year to date, and the economy overall is strengthening with GDP up 2.6% last quarter. Therefore, there is something else at play driving the decrease in ad spend, which is the decreased effectiveness of digital ads in recent history. You may have heard of Apple’s iOS 14 update last fall from your panicked marketing team. This update essentially hid all users’ data, unless the users consent to share it – a big problem since it turns out that only 16% of users have consented to their data being tracked since the change. Therefore, digital ads have become less effective and harder to track the return on ad spend. What does this mean for Food and Beverage Brands in the US? Given this recent blow to the digital advertising landscape, we recommend that food and beverage brands go “back to the basics”. While digital marketing certainly still plays a role in upper-funnel brand awareness for brands with a brick & mortar-first business model, marketing investment should be diversified to shift more spend to lower funnel, close-to-conversion tactics in order to realize a stronger return on investment. There is a renewed importance of shopper marketing: temporary price promotion & coupons, feature ads & displays, point-of-sale signage & shelf tags, and instore sampling demos are tried-and-true methods to build a brand in the US. Though these programs are perhaps more complex to execute than clicking a button to set up a digital ad campaign, the return will surely be worth the effort. If you have a question about the shifting advertising landscape for US food and beverage brands, then feel free to get in touch with our expert food and beverage brands team and we’ll be able to help you!   Image Source: Company Data, compiled by Scott Galloway

Plant-based consumption rocketing in Spain

Half of Spanish consumers have incorporated plant based food and drinks into their basic diet according to a recent survey issued by the “Observatory of Plant-based consumption in Spain 2022”. The survey took place in the first half of 2022 among 3,000 people and was organised by the newly created association Somos Vegetales (created by the main plant-based food and drink manufacturers such as Frias, Alpro, Liquats Vegetals and Iparlat). Almost one-third of respondents claim to consume plant-based products on a daily basis and another 35% report having such products 2-3 times a week. According to the survey the reasons for choosing plant-based products are mainly for health – 59% of participants (better for you or intolerance factors), or as part of a flexitarian diet for 29% of respondents. Some 25% state that their motivation based on a “better for the planet” option. Other interesting conclusions identified by the survey are: – 52 % believe that there are not enough available products in the retail offer – 26% avoid these products due to high pricing and 24% for taste reasons – Mainstream products in this segment are milk alternatives and yoghurt with penetrations of 97% and 46 % respectively, followed by meat alternatives with 45% Between 2019 and 2021, the value of plant-based sales increased by 48% reaching €448m, and analysts forecast an annual increase of 10% from now till 2025 (Alimarket magazine).

Good Values can be Good Value

Good Values can be Good Value Shoppers will be spending an extra £60 to buy the same items this December as last year, and all the leading retailers are now engaged in furious competition to claim the lowest price Christmas dinner. But while the short term battleground is focused on prices, there is a risk that some retailers may be risking the longer term loyalty of their shoppers, if that is the only differentiator. It may seem scant consolation but Kantar’s latest food survey shows that UK grocery inflation fell in November for the first time in 21 months – admittedly only down 0.1% and still at a very high level of 14.6%. Over the last year own label sales have grown 11.7%, while the cheapest foods are up 46.3%. We cannot say for certain that one small decline means inflation has yet reached its peak, but the balance of economic forecasts seem to suggest that the picture may look very different in 6-12 months’ time, with inflation perhaps into the low single digits. It doesn’t necessarily mean that just because inflation is more under control we would then be on a path of meaningful economic growth. But things may just feel better. How should retailers react? Clearly the discounters are in a strong position today in terms of messaging. Their entire proposition rests on having the lowest prices and their shoppers can be confident they will find good standard products and almost certainly spend less than they would elsewhere – even if their choice may be more limited. Meanwhile the remaining players in the grocery market – which, let’s not forget, account for 80%+ of total food and drink spend – are determined to show a focus on value. That’s not only retailers like Asda and Morrisons whose offer is targeted at budget conscious shoppers, but also those towards the other end of the price scale. Since launching its ‘Remarksable Value’ campaign, premium food retailer Marks & Spencer has reported that one in every four items per basket are items from this new value range. Its closest competitor in the market for the affluent shopper is Waitrose, whose recent performance has been less than stellar. Despite the inflationary environment its sales actually fell 3.1% in the last quarter, although Kantar data in the 12 weeks to 2 October show that it is losing less sales to Aldi than any of the other leading multiples. Pitching premium products to retailers At Green Seed UK’s recent pitch meeting with Waitrose for a new super-premium, organic food brand client, the question we were asked, before even managing to flip to the first slide in the deck, was ‘What are you going to do to help us with the cost of living crisis?’ The fact that we won a listing for 4 skus was not because we had a lowest priced branded option for their category (the opposite in fact), but that we were able to articulate the real value of the range and a pricing rationale which both retailer and consumer can understand. Retailers can also claim to offer good value for higher priced items if they replace other more expensive areas of spend for the shopper. Consumers cutting back on eating out – perhaps also trying to wean themselves off a financially ruinous pandemic-fuelled takeaway habit! – are being attracted to ‘dine in’ for less with interesting menu meal deals, for example. ‘Good values can be good value’ is the theme from Waitrose’s advertising campaign this autumn. It speaks to their ethical credentials, integrity of sourcing and fair payments to farmers. While all retailers do indeed need to show what they are doing for shoppers in a cost of living crisis, they also need to remain true to their own values to retain the long term loyalty of their shoppers, to maintain or grow their position in the market. Best wishes of the season!

The Benefits of Food Delivery Services

If you are a restaurant manager, you will always be interested in finding ways to ensure your business has a steady and consistent stream of revenue coming in. Thanks to the changes to our modern living and the experience many had during lockdowns, food delivery is a particularly effective way to increase your revenue. It doesn’t matter whether you are a long-established eatery or a new up-and-coming name, as we will discuss in the following post, adding a food delivery service to your business model can lead to several exciting benefits. Reach more customers Perhaps one of the biggest and most noticeable benefits of offering a food delivery service through your restaurant is the fact it can help you not only reach your current and existing customers but also brand-new customers who may not have used your business before. Take as an example, Door Dash. In the United States, it reaches around 94% of the population, in Canada it reaches around 75% of the population and in Australia, it reaches 80% of the population. When you consider that an estimated 69% of all consumers around the world use a food delivery service at least once every month, you mustn’t overlook this potential goldmine for customer reach. Boost online visibility If you have been trying to improve your restaurant’s online visibility, you should consider offering food delivery. As most consumers are likely to access this service either via your website, app or one of the many third-party options out there, this will naturally increase your online visibility. You can then use this as an opportunity to promote your business and food delivery options on your existing social media channels. The better the online visibility you have, the better aware of your restaurant or eatery your target audience will be. Cost-Effective One goal of all businesses is to become as cost-effective as possible. Offering food delivery services, particularly through a third-party platform can do this exceptionally well. When you trust one of the already existing delivery platforms to help provide this service, you do not need to worry about any of the logistics. Many provide delivery drivers who come equipped with insulated hot bags and their delivery vehicles. Even if you must hire your in-house staff to oversee the delivery side of the business, you will still increase the cost-effectiveness of your restaurant by increasing the number of orders you can handle. Offer convenience that customers expect To remain competitive in our modern world where customers have high expectations and demand everything now, it is a clever idea to consider incorporating food delivery into your business model. Food delivery is a convenience, after all, that modern consumers have come to expect. Although you will want to get people to visit your bricks and mortar physical restaurant, it makes sense to cater to those that do not have the time or motivation to leave the house after an exhausting day of work or study. As part of offering convenience by providing a food delivery service, you need to consider the speed and variety you can deliver. Most customers today vote with their feet, or fingers and choose the restaurants that offer the best quality food and the widest variety in the quickest delivery times. Many do not see the point in choosing an eatery that delivers food but doesn’t offer a quick and easy service. Stay on top of industry trends Similarly to the benefit noted above, another reason why you should give real consideration to making deliveries an option from your restaurant is that you want to stay on top of industry trends. More people than ever before are choosing to order food for delivery from their favourite restaurant. When it comes to the generation that is the biggest driver of the food delivery trend it is the millennials, as around 71% of all millennials are reportedly ordering food online every week. Millennials are a worthy target for your services as their spending habits on food delivery are higher than other generational groups by at least 30%. Members of Generation Z, who are just entering the workforce now, have the same adopted expectation as millennials, so it makes sense that you should get behind this trend. Provides an efficient system for order and customer management It can be hard to keep track of the orders you have coming into your restaurant or whatever style of eatery you are running. It is especially beneficial to work with a third-party delivery company to handle your orders. With online delivery services, you can keep the orders for delivery separate from the covers you are working on within the eatery. Everything from the ordering to the checkout can be taken care of through the third-party delivery service and their purpose-built platform. Increases profits This may sound like an obvious benefit of food delivery services but as one of the main goals of your business is to increase sales and make more money, it can’t be ignored that this addition to your business model will help do that. More and more people are deciding to stay at home and order conveniently online, so by offering this service you are catching all the people who didn’t want to eat at your physical eatery, but still getting their business. Increased Options for Your Customer Base The modern consumer likes and almost expects to have a variety of options in most areas of life, and this extends to when they have decided that they don’t want to cook a meal. Following nicely from the point above, when you offer delivery and takeaway menu items you are increasing the number of reasons your customer base has to choose your eatery over others. If you simply offered food within your business premises, anyone that was looking for something a bit more convenient would be instantly turned off. By offering that extra dimension to your business, you are ensuring that you are reaching as many prospective customers as you possibly can. Different Payment Options Can Be Offered Before the internet revolutionised online ordering if you wanted to phone your favourite eatery to have food delivered you would normally have to phone them directly and then you would have no other option but to pay the delivery driver when he or she arrived. Nowadays, with the different ordering systems available and third-party delivery services, this is no longer an issue. While customers can still opt out of paying credit card fees and instead pay with cash when their food arrives, there is a multitude of other payment options you can offer. PayPal, Google Pay, and Credit and Debit cards can all be used by your customers to pay for their food deliveries, making it even easier and more convenient. Will You Start Offering Food Delivery Services? As you can see from the above, there are a lot of huge benefits of food delivery services for your business. If you were on the fence about it or were not sure it was worth the hassle to set up, we hope we have shown you just how it can improve things for your restaurant or eatery. It will make it easier to reach a greater number of customers, increasing your profits in the process while also making your business more cost-effective to run. We are confident that with the right approach to food delivery services, you will be able to take advantage of these benefits for your restaurant.

Real Climate Impact – or Greenwashing?

With the COP27 summit now in play in Sharm-El-Sheikh, the spotlight is on the climate debate.  Turning ambitious pledges into concrete actions is the official focus. It is positive that the topic is now brought up in board room discussions and that sustainability strategies are today an integral part of corporate decision-making.  But we need to avoid greenwashing. Also retailers are struggling to know how best to address this challenge. This month Lidl Netherlands has decided not to sell any fruit & vegetables transported by plane.  From a marketing perspective, one can say that this is a good message.  Their customers are environmentally conscious and want to make a positive contribution which makes them feel good.  Despite being a positive move, the real impact is however very limited.  Only 0.2% of worldwide food is transported by air. Food transport accounts for 6% of the ecological footprint. What about local tomatoes grown in greenhouses in Northern Europe versus tomatoes grown in the open air in the southern hemisphere and which require transportation? Following the seasons obviously helps. According to the University of Leuven, the origin of the food is not that relevant, even if we use all kinds of labels. Whether an apple comes from Belgium or New Zealand, its origin does not have any real environmental impact.  It is the food which ends on our plate and how it is produced which matters. The food industry is an important player in this debate.  If we want to limit global warming, we will have to look at our food production, which is responsible for 25% of the greenhouse gas emissions. Agriculture and land usage are responsible for 75% of this. In particular meat production – especially beef – has the biggest negative impact. Measures to promote the consumption of fruit & vegetables do not serve the climate objectives. To save the planet, we need to focus on a healthy diet and promote a good balance between plant-based and animal protein. The current Western diet needs to evolve in that direction. It isn’t just a question of becoming vegetarian or vegan. Retailers can have an impact, but they often contradict themselves. Attacking over-consumption is far more effective for the environment.  But this runs counter to their economic model.   Pushing plant-based solutions whilst still heavily promoting (red) meat seems a real contradiction.  Applying an everyday fair pricing model to meat creates a win-win for all parties in the food chain.  It will take out the excesses in meat consumption and ultimately meat production, reduce the impact on land, offer a fair pricing model to the farmer and contribute to a more healthy lifestyle.   Planet Earth will thank you. Philip Horemans Chairman Green Seed Group Data source: Tessa Avermaete, Bio-Economy University Leuven (B)

Organic food and drink sales in Denmark and Sweden carve out a significant share

Denmark and Sweden are often called pioneering countries in organic food and drink. They are among the top performing countries when it comes to the organic share of total sales of food and drink. Denmark has the largest share at around 13% and Sweden has a share of around 9%. Both countries have set goals to achieve a 60% organic share of all public procurement of food and drink by 2030. Over the last year Sweden has lost momentum and the share of organics has decreased whereas Denmark has continued the development albeit at a slightly lower pace. Swedish penetration has been influenced by the fact that the largest retailer ICA has withdrawn promotions on organic products. It is remarkable that Denmark so far is staying at a level of 13% organic products. Stakeholders in both countries are confident that the positive development of buying organic products will continue over the next decade despite this slowdown which is viewed as temporary. Total sales of organic reached €2.46 billion euro in Denmark and € 3.3 billion in Sweden in 2021.

Plant based meat alternatives drop in sales when merchandised next to meat

In a recent trial undertaken by Asda to ‘nudge’ consumers to try out plant-based alternatives when they are in the meat products aisle, sales of plant based products actually decreased in sales by 30%. Sales performance was much better when products were merchandised in a dedicated plant based fixture.  When able to make direct price comparisons between meat and plant-based versions of similar products, shoppers were reluctant to buy meat alternatives.  The results of this experiment also showed a worse sales performance in stores in more deprived areas, where price pressures are more keenly felt. In another concerning development for fresh vegetables, data from Veg Power, a not-for-profit alliance aiming to increase vegetable consumption, indicates that vegetable consumption has decreased in the UK by 7.5% over the last year. A YouGov survey reports that 26% of people are buying fewer fresh vegetables, increasing to 49% in lower income groups because of price increases, and concerns are rising on the health impacts of this trend.

Dutch Retailer Albert Heijn rolls out dynamic discounting

Products approaching their best-before dates are now being discounted via an electronic system at Albert Heijn. Discounts can extend up to 70% of the regular selling price. With this new initiative, Albert Heijn is saying goodbye to the 35% discount sticker. The exact discount will be shown on an electronic shelf tag. Albert Heijn aims to use dynamic discounting to reduce food waste and is hoping to avoid leaving unsellable products at the end of the day. Alongside dynamic discounting, Albert Heijn has also recently introduced leftover packs, an initiative which Albert Heijn believes will help it save around 4.5 million kilos of food waste annually. Albert Heijn is also reducing costs on other fronts: all chicken products are now packed in a bag instead of a tray. This will save 95,000 kg of plastic per year, a saving of 70%.

The French are experimenting with new ways of changing consumption dates

French retailers and manufacturers are experimenting with new ways of changing consumption dates, with the aim of reducing food waste. Studies carried out in 2021 found that 71% of French people know that there are two different consumption dates, a rise from 55% in 2015. Encouragingly since the study in 2015, 42% of French people have changed their behaviour towards food consumption. French people are now more likely to consume products with a best before date and no longer systematically throw away food if the best before date has passed. At the end of August, British retailer Waitrose announced they were removing the use by dates on 500 products in their stores. Influenced by Waitrose and in an attempt to reduce food waste, French retailers and manufacturers are experimenting with way to extend use-by-dates, with hopes of reducing food waste. Back in 2018 Carrefour set themselves a plan to reduce waste by 50% by 2025 and today they have managed to reduce their waste by 35%. To do so the retailer has extended 500 product dates on all of Carrefour’s own brands (ten days more for grated Gruyère, twenty for dry ham, seven for yoghurts and fresh cream, etc.). At Système U, the best-before dates were extended by an average of 14 days for 223 products and by an average of 250 days for the best-before dates of 216 U-brand products. At E. Leclerc, an extension of five days on average has been implemented on more than 100 products. French yogurt brand Danone has already taken steps to educate consumers and make it easier for them to understand if their product is still fine to consume. According to Danone, switching to a best-before-date is much clearer for consumers and indicates to them that they can continue to enjoy their product even if the date has passed. After a public consultation carried out at European level between March and August 2022 with a view to changing the Inco regulation on consumer information and food labelling, a bill is expected by the end of the year which could lead to the abolition of use-by dates on certain products, although it has not yet been confirmed when this bill will be passed nor has it been decided which products this will affect.

Grocery sales growth in Portugal driven by private label

Recent data from Nielsen reveals that sales of FMCG products increased by 14.1% over the last quarter in Portugal. However, when we split out own label performance from brands, the former increased 22.9% whereas the latter by only 7.8%. Accumulated figures for the year show that the current own label share is 38.7% in value terms, and for food only that share grows to 45.5%. In terms of categories, the sub-sector where own label share is the highest is in frozen, accounting for 54% in value. Under the current economic context dominated by inflation, the consumer is losing purchasing power and this trend is most likely to accelerate even further

The Rise of the Non-Alcoholic Drinks Market in the UK

It’s hard to believe that the UK, known famously for its binge-drinking culture, is embracing the low/no alcohol trend. But the ‘low and no’ market value is expected to reach £450 million by 2024, showing that Britons have firmly embraced the non-alcoholic drinks market. So what’s behind the rise? Is it a shift towards wellness? Has the pandemic had an impact? Learn more about the rise of the non-alcoholic drinks market in the UK and how your brand can get involved. What does research tell us? It’s hard to ignore the fact that the non-alcoholic drinks market is growing. It’s more visible when we browse online, it’s more noticeable in pubs and clubs, and it’s advertised more widely across social media and beyond. The increased visibility of alcohol-free drinks is down to the increased appetite for low and non-alcoholic drinks. And there are many reasons behind this. An active choice to reduce alcohol intake According to Mintel, 32% of UK adults have limited/reduced their alcohol intake in the last 12 months. The reasons for this are varied and include health and financial reasons. Of those who’ve cut back on their alcohol intake, 54% agree that it makes them feel good. People still want to socialise and enjoy being in settings like pubs and bars, but the prospect of being hangover-free is one that’s become tempting for a lot of Britons. A bigger focus on health and wellbeing The health angle is perhaps one of the biggest drivers in the non-alcoholic drinks industry. Mintel’s research shows that 39% of those who have limited or reduced their alcohol intake have done so to improve their health. The wellness industry is experiencing its own boom, with people placing a bigger emphasis on their health and well-being. This has had an impact on attitudes towards drinking, helping to drive more and more people towards low and non-alcoholic beverages. The cost of living crisis The cost of living crisis has also had an impact on eating and drinking habits. 55% of people have said that they are going out for food and drinking less than they were six months ago, and this is expected to further decline over the coming year. As people struggle to pay their energy bills or afford fuel costs, drinking is something that will be low down on people’s spending priorities. The end of binge drinking? Attitudes and behaviours towards alcohol experience constant change. However, in recent decades, there has been a steady decline in binge drinking, especially among young people. 66% of young people say alcohol is not an important part of their social lives, and clampdowns on underage drinking and drink-related harm could also be behind this shift. Non-alcoholic drinks provide a welcome alternative for younger, non-drinkers, who appreciate the fashionable and attractive alcohol-free alternatives. How did the COVID-19 pandemic impact the UK’s attitude to drinking? The COVID-19 pandemic has also had an impact on people’s attitudes towards alcohol. Drinking was seen as a way to pass the time during the pandemic, with around 20% of people admitting to drinking more than they normally would during this time. Since the end of the pandemic, people have been making changes to their lifestyles, including reducing their alcohol intake in a bid to get healthier. Improved flavours and better choice While people want to cut back on their drinking for a variety of reasons, that doesn’t mean that they don’t want to socialise. Bars and pubs remain popular places for people to gather, and the drinks industry has wised up to the fact people want an alternative to the typical soft drink. Non-alcoholic drinks, like non-alcoholic beers and spirits, are created to look and taste like alcohol, providing tastier choices to consumers. With the health benefits promoted on top, the growing range of products is proving especially tempting to Brits. Thanks to social media platforms like Instagram and TikTok, people are getting involved in food and drink in different ways, exploring different trends and recipes in a new and exciting way. The celebrity influence Let’s not forget the celebrity influence of ‘low and no’ alcohol on the drinks industry. In the UK, well-known names like Spencer Matthews have been marketing non-alcoholic drinks for years, promoting healthier lifestyles in addition to beverages. Internationally, the list of celebrities with their own non-alcoholic drinks is growing, with Blake Lively and Bella Hadid amongst those getting in on the action. The influence celebrities can have on lifestyle is astonishing, and if low or no alcohol is seen as the next cool lifestyle trend, the market expansion is almost guaranteed. How can your brand embrace alcohol-free alternatives? There are a lot of options for brands across different industries to embrace alcohol-free alternatives. Health and wellbeing brands can expand their product ranges and appeal to their existing customers as a way to promote healthy living, helping people embrace alcohol-free alternatives. For existing alcohol brands, creating and marketing low or no-alcohol versions of their popular products can be a successful strategy, building on existing brand awareness while retaining some of the market share from those who are cutting or reducing their alcohol intake and looking elsewhere for their drinks. While the non-alcoholic drinks industry is a growing one, it’s also a competitive one. To succeed in this area, research is going to be essential to your strategy, helping you find an innovative angle to appeal to consumers. Branding and marketing will be essential to help you engage with your target market across a range of platforms. The Green Seed Group is a renowned food PR agency specialising in all areas of the market. With a team of food and drinks experts driving our client’s campaigns, we can help create and tailor campaigns to help ensure success for your product. Explore some of our previous case studies to learn more about what we do, or get in touch to see how we can help your business.

Food Industry taken hostage by energy cost increases

We are witnessing on a daily basis a continuous newsflow on disastrous increases in energy prices. Driven by the Ukrainian war, the pricing turmoil is not only impacting consumer households but is also having major impact on lots of Industry sectors including the international food sector. For example, in June 2022 energy prices were 300% higher than in January 2021. Prices of food raw materials went up in the same period by 36%. Experts expect that by 2022 energy costs will represent 7.5% of total costs for food products versus 1.5% in 2020. Due to the various factors increasing costs food products on average have become 20% to 30% more expensive in the last 12 months. When it comes to the coming end of year negotiations with international trade partners it is extremely difficult, almost impossible indeed, for many food companies to take a clear stance with regard to their future cost price development in relation to the future buying prices they need to negotiate. As a result of the explosion in costs and the fact that many suppliers won’t be able to fully pass on these costs in time to their trade partners, 2023 may be a year when many companies will cease trading, which will have major impact on the international and local food sector. In addition to the impact on costs, the crisis is also having many other side effects. For example, producers of industrial CO2 gas needed for production purposes halting production from one day to another due to too high gas prices, which is causing bread baking factories to come to a standstill for several weeks in order to find alternatives. So apart from higher prices this crisis also has an immediate impact on the continuity of the international supply chain. Structural storages in the supply chain in a number of food categories are already beginning to appear, affecting everyone in the supply chain including the end consumer. Governments in several European countries are already actively seeking (temporary) solutions to address the further development of these energy prices in order to stabilize their local food industry and supply chain. However, in many other countries governments are more hesitant in taking such decisions with the result that food suppliers of these countries may be faced with a structural international competitive disadvantage which may have a long-term effect on international food supply dynamics and could have a major negative impact on the future of the local food industry in these markets.

In France discounters Lidl and Aldi showed the strongest gains in August

According to Kantar, discounters Aldi and Lidl achieved the best performance in FMCG and fresh food between August 8th and September 4th 2022. In detail, this gain is explained for Lidl (now at 7.8% market share) by “more customers with larger baskets” and Lidl’s popularity continuing to rise, according to Kantar. At Aldi, it is the recruitment of 444,000 new customers that has enabled it to increase its market share to 2.7%. The number one French retailer Leclerc gained 0.2 points in share over the period and welcomed 725,000 new customers to their stores. Carrefour hypermarkets, together with its local stores, are driving the group’s growth. This was enough to widen the gap with the next largest groups (Les Mousquetaires group fell by 0.4 points – a decline entirely attributable to its flagship brand Intermarché) and Système U, a rare occurrence to be noted, fell by 0.1 points). More generally during the period, hypermarkets performed rather well, as is the case with Auchan’s hypermarkets, which have seen an increase of +0.2% in market share. This development corroborates the comments made at the end of August by the directors of Auchan Retail. They noted a significant improvement in their activities in France, due in particular to strong investments in prices. This positive dynamic is part of a period in which the French have increased their spending. Kantar reports that the French have increased their spending on FMCG and Fresh foods by +4.9% in August when compared to the same period in 2021. This trend is linked to “an increase in the frequency of purchases which compensates for the drop in basket size in an inflationary context”.

Shrinkflation in Spain

According to last IRI Infoscan survey in Spain (in their last 12 months rolling to June 22), the average price increase for food categories was 6.4 % higher than the same period in the previous year. One of the levers used by food companies not to appear to increase prices is shrinkflation which in Spain is already affecting to circa 10% of the products on offer according to the OCU (the Spanish Consumers and Users Organization, the most relevant private association in defence of consumer rights). This practice – which is rejected by 62% of consumers (Gartner survey in June 22) – may well affect the reputation of companies abusing it especially in a context of serious activist initiatives such as the one carried out by OCU in Spain. Looking more widely, Bloomberg has recently titled one article “Shrinkflation is Sparking Fury (in Germany).” Products from well known brands in the main categories of soft drinks ( a 2l bottle PET reduced to 1.75l and sold at same price), dairy (5gr. less in the same yoghurt pot at the same price), frozen fish, processed meats (1 slice less in the same pack at the same price), pasta, etc have been taken to the regulatory body CNMC ( the official safeguard of anti competitive practices) by OCU on the basis of lack of information and possible anticompetitive behaviour. OCU has also appealed to the Spanish Consumption Ministry to issue clear guidelines in terms of information on quantities and related prices where the price per kilo or per litre regulations are not clearly complied with or even displayed at all on shelf.

Santander and Green Seed Launch Partnership to Navigate International Markets

Banco Santander is the 4th largest banking group in Europe. Our geographical footprint, combined with that of our alliance partners, covers markets that account for 85% of world trade flows. These two facts have enabled us to create a unique offering in the Corporate & Commercial banking space. Like most banks we offer tailored financing options to support your needs, but what makes us different is our suite of non-financial services to support your company’s international journey every step of the way. For food and drink businesses expanding overseas we can offer introductions to local partners, provide multilingual support, link you to our team of country and sector specialists who can help facilitate new relationships with potential suppliers and customers and help you access our newly launched subscription offering; the Santander Navigator. Santander Navigator collates years of experience and knowledge into one online portal. The portal is a gateway to identifying growth opportunities, navigating bureaucratic challenges, optimising logistics and building connections internationally. As every food and drink business is different, your experience will be tailored based on your needs. You’ll be able to: Discover tools and solutions to help you grow and optimise your international trade Grow in confidence by learning new skills and connecting to global opportunities and events Stay on top of your market and/or product category with the latest insights at your fingertips Enhance your logistics options with exclusive discounts on Freightos Learn from others through a community of like-minded people and market experts Find a network of selected providers from across the globe Achieving your international ambitions can be complex and confusing and Santander Navigator aims to help you find your way and give you the confidence you need to take the next step. We are proud to announce the Greed Seed Group as one of our select Santander Navigator providers. Their expertise in the Food & Drink sector, their local presence across multiple markets and the successes they have been able to deliver for our clients are only a few of the reasons we are celebrating this collaboration. Together, Santander Navigator and Green Seed can open a world of opportunity for you and your business and support you in taking the next step on your journey towards international growth. Scott Reeves, Key Account Manager, Santander Navigator, International and Transactional Banking, Santander Corporate & Commercial Banking  

Future growth trends in e-food

A recent study published by the PwC subsidiary Strategy& estimates that the German e-food market could treble by 2030. Other Western European countries could grow even faster. The study was based on interviews with 57 food experts in Germany, Great Britain, France, the Netherlands and Turkey. The study reveals that e-food could account in Germany for 11% of grocery sales by 2030 (currently 4%), in the UK for 26% (currently 8%) and in the Netherlands for 25% (currently 8%). The same respondents expect even more growth by 2050, when e-food could reach 35-50% of total grocery. For Germany, the expected figure considered possible is 43% by 2050. This market development reflects a current combination of high levels of consumer uncertainty with ever increasing high consumer expectations. In this situation, classical grocery groups such as REWE (No. 2 in Germany and also owns a share of FLINK) compete with new e-food groups such as GORILLAS or internationally with KNUSPR and ODA. Currently the start-ups whose concepts are based on speed of delivery are suffering from high cost and changes in consumer behaviour. In total, 90% of respondents think e-food can become a profitable business by 2030 and that on-line sales are destined to cannibalise regular in-store sales, which could experience a sales drop of around 35% by 2030.

New Post-pandemic Shopper types mark significant shift in purchasing behaviour

30% of respondents to a NielsenIQ Economic Divide survey say they have totally different priorities from 2019. Much has been said about changing priorities, mindsets and shopping habits of consumers as a consequence of the pandemic. Equally important now however, are the new economic pressures on households, which might in some instances reinforce changes in post Covid behaviour, or even work in the opposite direction. NielsenIQ identify 5 new consumer groups. The biggest of these are the ‘cautious’ – 39% of the total, who are cautious with spending even if they did not suffer materially during the pandemic. A further 27% make up the ‘unchanged’ who continue to spend normally and 8% (the ‘thrivers’) who actually prospered during the pandemic. But 15% of UK consumers identified as ‘strugglers’ (already experienced job loss or financial hardship), and 11% are ‘rebounders’, whose income suffered during the pandemic but has now recovered. Shopping habits have already changed markedly in the last few months, with a shift to own label and over 20% of strugglers avoiding buying certain products at all if their basket cost is getting too high. Even one third of thrivers are buying smaller packs of favoured brands and indeed are the most likely of all groups to buy on promotion. Brand owners will need to adapt their strategies faster than ever to adapt to new priorities and an uncertain future environment.

Must-Try Vegan Marketing Strategies

As we move toward a more eco-friendly way of life, and people try to make sure they embrace greener living, we are beginning to see a rise in the number of people swapping their diets. There are a lot of different diets that exist, but for the most part, we are seeing a rise in people going meat-free, and, more specifically, embracing vegan food. This has opened up veganism and vegan products to a completely new audience and has afforded businesses fresh opportunities. If you are trying to sell some of your vegan products, and you want to maximize your lead generation and sales potential, you’ll need to have a strong vegan marketing strategy. That means using a diverse range of options that can help attract more people to use your products. Check out these essential, must-try marketing strategies that can help you when looking to market your vegan products. Definition of Veganism Simply put, veganism is defined as the practice of observing a diet that is made up solely of food and drinks that are not wholly or partly derived from animals. This also expands to products outside of food and drink as well. Those looking to start a plant-based diet these days have more options than ever before when it comes to eating vegan. According to statistics around 4% of the population of the United Kingdom is vegan. It’s pretty clear these numbers are going to grow in the coming years, and we could well see a stark rise in veganism over the coming years. Showcase Your Vegan Dishes on Social Media Social media is one of the biggest weapons in your marketing arsenal. It is essential to try to utilize what social media has to offer you, and when looking to market your vegan products and dishes, there is no better platform than social media. Think about how delightful, succulent, colourful, and tasty your vegan products will look in amazing Instagram snaps and punchy Tweets. Being able to use social media and its power, combined with top-quality visual marketing, is one of the best options you can use to showcase your dishes and impress potential customers. Stand Out From The Crowd With Catchy Messages Customers need to be impressed. They tend to overlook the same old boring and generic marketing approaches that have been used for years. In such a competitive market, where audio, visual, and video are so commonplace, the need to make an impression by standing out is more important than ever. Catchy messages, slogans, or taglines are a vital part of being able to achieve this, and you need to understand the best ways of being able to improve and assess this moving forward. Standing out from the crowd is one of the key things you can do to make the most of this, and you have to consider the best ways of being able to achieve success here. Collaborate with Social Media Influencers We all know the power of social media these days, and more than half the world now uses social media sites. In fact, it is estimated that over 220 million new users have joined social media sites in the past 12 months. Because of this, you should be looking to take advantage of this global audience by teaming up with renowned and respected social media influencers. There is a lot to consider when you want to make the most of this, and you need to be sure you collaborate with the right ones. You can get them to endorse your products, or to make posts or videos reviewing your products in a positive light. It is estimated that close to 70% of teens trust the opinions of influencers over celebrities, and this illustrates how powerful such a collaboration could become for your brand. Define Your Brand Personality Defining brand personality is essential for generating success as a company, and for attracting more people to your company. You have to try to make sure you come up with some of the best options for helping you with this, and defining your brand personality is going to be integral to helping you sell more vegan products. Your brand personality is how people view your brand based on how it looks, the things you say and do, and the values you espouse as a company. This is why it is integral to make sure you have positive, vegan-friendly values, and a focus on cleaner eating and a healthier way of life moving forward. Vegan SEO Search engine optimization is one of the key things you can do to make sure you market your company and products more effectively. This means you need to try to make sure you utilize vegan-based SEO as much as possible. There are so many things that you need to come up with when you are trying to boost your vegan-based SEO, and this means utilizing some of the core phrases and keywords essential to veganism and making them a key part of your company’s marketing ethos. Google Ads for Vegan Searches Google Ads for vegan searches can make a massive difference to the way in which you are able to market your vegan products and recipes. So, you are going to need to come up with some of the key ideas that will allow you to improve your vegan marketing skills. Google Ads can be so effective when you are trying to come up with some of the best ideas that you can use to develop the best possible vegan marketing strategy. It’s clear that veganism is on the rise across the UK, as well as many places in Europe too. For instance, in Belgium, Delhaize has pledged to double its plant-based range by 2025, in anticipation of a growth in the number of people turning vegan, and a greater demand for products. A greater supply and range of vegan products make for more opportunities to sell them, and this is why you need a strong marketing strategy to generate more interest.

Fast Food Marketing Strategies

Fast food is big business these days, with the industry itself estimated to be valued at more than $930 billion by 2027. These days, there is more range than ever for fast food options, with many successfully accommodating healthy eating as well. For fast food companies, there has never been greater importance placed on the value of effective marketing for attracting customers and generating revenue. Coming up with strong fast food marketing strategies that are going to help you drum up more buzz and interest is so important. So, you need to make sure you do the best you can to improve this for your business. Here are some of the best and most effective fast food marketing techniques that companies are using to try to draw in more customers, and create a memorable and lasting experience. Take a look at our fast food marketing strategies that might be useful for your business! Food Bloggers Food bloggers are one of the key avenues that fast food companies need to be taking to generate traction for their products and their brand. This is something you need to try to make the most of as much as possible, and getting in touch with the perfect fast food blogger can make all the difference here especially for fast food marketing strategies. So, you need to think about some of the best ideas that you can use to help improve this process and try to come up with a list of some of the best fast food bloggers who you can approach. Work with them to try to produce the best quality content about your company, and help to improve and push a positive business profile at the same time as well. Food Delivery Apps Food delivery apps are all the rage these days, and whether it be Uber Eats, Just Eat, or Deliveroo, there are millions of people using food delivery apps worldwide to enjoy delicious fast food from the comfort of home. If you want to make sure your fast food business can thrive, you will need to be able to get yourself on one of the food delivery apps that is used across the nation. This is a great way of being able to market your company further, and attract a larger audience base. There are a lot of things that can play a part in this process, and improving your company’s status and marketing strategy is something that you need to focus on as much as possible. Social Media Coverage Social media coverage is one of the most important parts of running a successful fast food company. It is vital to be able to improve your company and come up with some of the best ways of utilizing social media in such a way that this can work well for you. There is no question that social media is the most powerful marketing tool modern brands can use, and, when showcasing and marketing fast food, a visual strategy is key, which is what makes social media vital. Now, there are a number of ways you can achieve this, such as hiring a social media expert to attend your restaurants and take pictures of your food. You might also like to consider hiring social media influencers and using influencer marketing to help you secure more success from this moving forward from these fast food marketing strategies. Maximize Your Demographic With Fast Food Marketing Strategies Maximizing your demographic is one of the best things you are going to need to focus on, and there are so many ideas that you need to think about when looking to maximize your demographic. You need to make sure you do your research and build the perfect customer profile so that you can gain a better understanding of your ideal customer. This is one of the best things you need to make sure you get right, and there are so many different elements you can use to help with this. Leading with the benefits is another key thing to think about – customers are always looking for what makes you stand out, and this is something you need to make sure you focus on. Offer Meal Combos and Bundles Offering meal combos and bundles can be one of the best ways of being able to improve your fast food marketing success. Combos and bundles can be essential for those looking to buy food for multiple people, and they are a great way of upselling additional products and recipes. It is vital to make sure you come up with some of the key ideas that will help you make the most of this, and you need to understand the benefits that come with using meal combos and bundles. Allow Customers To View The Menu Through QR Codes Allowing customers to access and view your menu in the best way you possibly can is so important. There are a lot of ideas that play a part in this, and one of the key factors that play a role in this is making sure you use QR codes. Everything is mobile these days, and cellular phones play such a massive role in everyone’s lives. By allowing your customers the opportunity to browse your menu by scanning a QR code, you give them easy access to your food without having to take them off their devices. Create a Loyalty Program One of the most important parts of any business is making sure your customers give you repeat business, and the best way of achieving this is to focus on rewarding loyalty. Setting up a customer loyalty program can be a game-changer for your fast food company, and is bound to ensure that your customers repeatedly come back. This can be done via some kind of reward scheme, vouchers, points, free courses, etc. You need to make sure you come up with some of the key ways of being able to create the ideal loyalty program, and this is something that makes a huge difference with fast food marketing. As you can see, there are a lot of things that you can do when it comes to improving your fast food marketing strategies. Being able to make your company stand out in a crowded marketplace is integral when you want to attract more customers and sell more fast food. So make sure you think about some of the best ideas that will help you when it comes to developing the ideal fast food marketing strategies.

Private label prices rising faster than A-brands

According to research bureau NielsenIQ, the prices of private labels have increased more rapidly than the prices of A-brands in the Dutch market. Nielsen’s research measured over more than 37,000 branded and own label products shows that prices have increased by an average of 5.9% compared to the same period last year. For private label, the increase is 6.3% while A-brands have become 5.7% more expensive. The price of fresh products increased by 6.9% compared to the same period last year. Other groceries like preserves, pasta, soup, rice and sauces showed the highest price increase of 7.8%, while price inflation to date this year has been lowest in non-food grocery.

Three technologies that will transform Carrefour’s shops

Technologies around checkout, picking and assortment are being developed or are about to be deployed to strengthen Carrefour’s physical stores. At its Bourget show (93), which brought together all of Carrefour’s partners in June, Carrefour presented their technological innovations that are being developed and will be soon deployed into their stores. These innovations are based in three areas of the stores cash collection, order preparation and assortment, which aim to make life easier and more efficient for shoppers. Data Optimised Assortment Using data from checkouts and loyalty cards, Carrefour began in June to provide assortment recommendations to its shops, both integrated and franchised. The Analytics Factory will use the shop’s sales history and that of other brands to suggest changes according to its size and location. Every month, Carrefour will recommend a hundred or so products that should be added as a priority or removed from the range. This solution will be of particular interest to small shops that have to make choices due to lack of space. This innovation will also suggest to each Carrefour shop which products to stock up on by forecasting consumer demand. This specific function has not yet been launched into stores because its functionality is still being tested in Carrefour bakeries, but it will soon be extended to other products. Carrefour is also working on creating a similar innovation for customers which will suggest healthier alternatives when the customer chooses a product with a bad Nutri-score (a front of pack label that classifies foods and beverages from A to E depending on their nutritional value). Smart PoS, the intelligent checkout For Carrefour the smart PoS is the most important innovation project underway. The retailer wants to free itself from its service providers and replace the software of its 67,000 checkouts with a new in-house programme, called Smart PoS. This intelligent checkout will be deployed during the year in France and Spain, and it should enable a much more dynamic operation, based on real-time data. To take an example, the intelligent checkout will be automatically applying current in store promotions as well as those linked to Carrefour loyalty cards to the total and displaying them on the customer’s screen. Another crucial innovation in these times of inflation is that prices are updated instantly, whereas previous systems could take a whole day to reflect the price changes in the store and on the customer’s receipt. Finally with Carrefour’s intelligent checkout if a barcode is not recognised at the checkout, the cashier will be able to look on Carrefour’s national database to find the product and its price, rather than the cashier having to go and look on the shelf which will save the cashier and the customer valuable time. U. Care, the picking ally In Carrefour shops, it is the shop employees who prepare online orders by picking up products directly from the shelves. Now in order to facilitate their jobs, Carrefour are launching an app called U.Care. This application shows employees the list of products they need to pick up in an optimised order. When they arrive at the product on the shelf, its electronic label will emit a light signal to help the employee find it. The application will also make it possible to declare a shortage of a product or an expired shelf life. Eventually, Carrefour would like to turn it into an all-in-one application that would also manage employee schedules and holidays, just like the American store Walmart with their Walmart One app.

Despite reduced purchases, Poles still value loyalty

62% of Poles say that the current economic situation has changed their shopping behaviour. Compared to last year, we look more closely at our expenditure, compare prices in different stores, succumb less often to cravings, and are buying less overall. Study results The quality, freshness and health benefits of the products we put in the basket are important to us. It is not surprising, therefore, that 32% of Poles declare that they now buy products from local producers more often than before, traditionally considered better and healthier. These and other current shopping trends of Poles are reported in a study conducted as part of the “I choose local” initiative of PSH Lewiatan Polish retail chain. Changes in our consumer behaviour are primarily about how we buy. And we buy with greater consideration – 17% of respondents are buyimng less than the previous year, 31% focus on essentials only and 32% say they shop to a specific list. Also, 32% of respondents are more likely to compare prices in different stores,, and 38% of respondents choose products at promotional prices. Quality, buying local and health Consumers see a number of advantages of buying from regional producers. According to 61% of respondents, local products are fresher and tastier (say 44%). This is important, because currently 28% of respondents report that they buy a lot of fresh products, and 44% that they often choose seasonal fruits and vegetables. Almost half also rate local products as healthier –and 30% choose them specifically because of the smaller amount of preservatives. The choice of products from local producers and suppliers also has a patriotic background for Poles – as many as half of the respondents acknowledge that among the greatest advantages of buying from regional producers is supporting the development of the local economy (51%). Selection of local values ‘Today, for consumers, a product is more than just an ingredient to prepare dishes. For Poles, the provenance that accompanies it is becoming more and more important – the methods of production, the family of the producer’s company, or the origin from a well-known local farm or production site. The choice of local products is also a choice of values that follow the decision.’ says Marcin Poniatowski, Member of the Management Board of Lewiatan Holding S.A.

Inflation impact on grocery sales and consumer behaviour

With inflation in the US at its highest rate since the 1980’s, the upward trend poses risks to spending as it puts a dent in real earnings. Unsurprisingly, how inflation will impact consumer spending relates to which income bracket they belong. The outlook for grocery sales overall remains strong: as consumers focus on purchasing essentials, on-premise restaurant dining will take more of a hit. With consumers eating out less frequently, mid- and high-income households are expected to still purchase “affordable indulgences” as they continue to seek premium foodie experiences at home. As a result categories like confections, desserts, quality cuts of meat, alcohol and snacks are expected to maintain momentum. Of course, food manufacturers are also feeling the inflationary pressures as input costs continue to rise. The key watchout for manufacturers will be to assess to what extent price increases can be passed along to the consumer versus compressing margins, as consumer confidence in the near term is filled with uncertainty. This will depend on the brand and their consumers’ price sensitivity, likely correlated with their income bracket. Manufacturers should seek to provide increased value where possible, either in the form of larger value-pack sizes or price discounts to ease the consumer burden and maintain topline sales during a difficult economic climate. What impact will this inflationary trend have on consumer behaviour? In general, consumers will tighten their purse strings and be more choiceful when it comes to expenses, as their real wages continue to fall. For many regularly purchased items such as household staples, personal care and beauty, consumers will seek value by either trading down to private label substitutes or seeking to purchase these items on deal. For lower income brackets, they will feel an increased strain as some essential items such as groceries are difficult to substitute – and with the prices of even cheaper substitutes going up, consumers will need to cut in other areas. Rising nominal value of purchases will weigh on personal savings and stretch credit card debt, according to Deloitte. Early in the post-pandemic recovery, consumer spending was strong across the board, up 12.1% in 2021 driven by a boost in consumer savings due to stimulus checks, rising stock markets and limited spending choices with much of the country on lockdowns. However, with inflation heating up through this summer up to a 40-year high of 9.1% in June and 8.5% in July, consumer sentiment is beginning to wane as the threat of a recession looms.

Delhaize to double plant-based range by 2025

Delhaize is planning to double its range of plant-based meat and dairy substitutes to 800 references within three years. The supermarket chain expects a massive shift to plant-based food. Plant-based food is on the rise and Delhaize wants to balance offer and demand. “By increasing the range and making it more clearly visible in the shop, we want to make that range more accessible, because we are well aware that there may still be some barriers. People are not always familiar with the taste and texture. Or they think it is very expensive” says spokesperson Roel Dekelver. In this way, Delhaize is also responding to the Green Deal. The Flemish government wants consumers to obtain 60% of their proteins from vegetable products by 2030. The strength of an innovative retailer is to launch new products just before its customer asks for it. Delhaize clearly wants to take the lead in Belgium in this category. It is a clear reaction on the growing group of flexitarians, consumers who want to reduce their animal protein intake.

Ukraine War has smashed Covid

While Covid was shaping consumption habits until recently because of its impact on health and generating different attitudes and behaviours, it has been now eclipsed by the Ukraine War, according to a McKinsey Pulse report which covered the biggest 5 European economies (Germany, Italy, UK, France and Spain). The biggest concern for consumers is price increases (44%), followed by the Ukraine War (24%) and Covid (8%). But price increases are to a great extent a consequence of the Ukraine War. The other implications for the universe of food and drink companies are: Groceries and the food for home in general perceived as having suffered the highest price increases by 94%. The implications on shopping behaviour are significant: 50% of consumers are trying out Private Labels or intend to do so shortly, 38% are willing to try a new brand for price reasons and 32% are shopping in different retailers (the gain share here is for discounters having increased 19% while all the other retailers have decreased). Switching to lower cost brands is a dominant trend in most food categories but in particular: Snacks / Confectionery (63%), Frozen Foods (61%), Dairy (56%), Non-Alcoholic Drinks (55%), Hot drinks (52%), Bread & Bakery (51%), Fresh Meat & Fish (49%). These are not easy times for FMCG businesses. They need to deal with higher raw material costs and tough logistic conditions while at the same time needing to pass on higher prices to retailers. Competitiveness has never been so key to success.

How Calorie Labelling Can Affect Your Businesses Food Sales

Most businesses will tell you that they were not exactly looking for ways that things could get more complicated than they already are right now. The new laws about calorie labelling have sent a lot of food business owners into a bit of a panic, and there have been a lot of concerns about to what extent this will impact sales. One of the main reasons why there have been so many of these questions is because, as ever, these things are not always explained in the simplest of terms. As a business, any kind of disruption to the way that you market your food to your customers is cause for concern. Calorie labelling has made a lot of businesses anxious about their PR and how it will affect their messaging. However, with the right preparation, consideration and advice, calorie labelling does not necessarily need to have too much of an impact. Let’s break down what you need to know. What Is Calorie Labelling? Calorie labelling requires businesses to list the number of calories that any given food product, beverage, or dish contains that they sell. As you may know, the higher the number of calories, the more energy the food or drink contains. Lower calorie meals, snacks and drinks are favoured by anyone to lose a bit of weight. What Is The Government Doing With Calorie Labelling? Calorie labelling has been introduced by the British government as part of its efforts to deal with obesity. A lot has been written about the rate of obesity diagnoses in adults and children in particular. The hope is that by tackling obesity, the government will be able to take some of the pressure off the national health service. One of the reasons why the government has taken the approach of calorie labelling is that they feel that can be difficult for consumers to make informed decisions about what they are buying. It is also the case that a lot of meals that are bought in restaurants and from takeaways will be higher in calorie content than food cooked at home. Market research has always been crucial in this sector, but it has been and will continue to be crucial when it comes to understanding the impact of giving this information on food businesses. Remember that a lot of customers may not want to see how many calories are in the products they are buying, for example. Does My Business Need To Label Calories? The government’s calorie labelling initiative is currently aimed at big businesses and chains. Right now, any food business that employs more than 250 people must have calorie labelling measures in place. That means that the calories and portion advice will not only be listed on the packaging of products in supermarkets, but menus will also have calorie and portion information. Whether you are a food and drink manufacturer, a company that exports food or drink overseas, or a store or restaurant, you will need to think carefully about your PR strategy if you are a large enough business to need to abide by these measures. We can help you think about the best way to move forward. Why Will Calorie Labelling Affect My Business? The major concern from the food industry around calorie labelling is that it is going to make a lot of work for food businesses. The food industry has been through an incredibly tough time during the recent pandemic and the focus is on what is going to entice customers to return. The worry is that customers will be less likely to order food if they can see the calorie content as it creates another choice at the point of purchase. Beverage companies may also have to abide by this ruling. It is important to remember that calorie labelling gives a narrow view of the food’s nutritional content, and that high calories are not the only reason why certain food and drinks and unhealthy. Great marketing is going to be crucial for any businesses that want to reassure their customers that they are still getting the same great food and drink. But we can also help you to continue to work on your sales strategies in a way that minimises the amount of extra work that you need to be doing to comply with this new law. What Can I Do To Lessen The Impact? The fact is that there are some good reasons to be worried about how calorie labelling will impact your business. Customers may be less likely to buy goods if they are confronted with a number that they may not fully understand but which looks incredibly high. You will need to think carefully about how you present this information to your customers. Branding is going to be very important. The government has given some examples of suggestions for how to incorporate calorie information into menus and so on, but you may want to think a little more carefully about how you plan to do so. We have worked with several amazing brands to help them grow, and our case studies speak for themselves. Why Do I Need To Get Professional Advice? Right now, so many food businesses are reeling from everything that has happened over the last couple of years that they are in a precarious position already. What’s more, things are tough for every business out there right now, regardless of industry. The impact of Brexit still means that a lot of places are going through some supply shortages and staff shortages. The rising cost of living means that customers are getting a lot pickier about where they are spending their money, and you will also be feeling the crunch when it comes to your operating costs. Getting professional advice on this issue will help you not only minimise the disruption caused by the introduction of calorie labelling but will help you to find the best way to present your brand and your marketing. At Green Seed Group, we help businesses identify new opportunities and work on their sales and marketing strategies. We have the local market expertise and experience that can make a real difference to food businesses in these challenging times. To learn more about how we can help your business continue to grow, take a look at the clients that we already work with, and get in touch to find out more about what we have to offer.

8 Marketing Strategies To Maximise Snack Sales

Snacks and snacking products have been steadily gaining popularity over the last few years. That does not necessarily mean that just having a brand that sells snacks is going to achieve sales. Your target customer base needs to know your brand and products are out there if they are going to spend money on them. Therefore, marketing, especially digital marketing is crucial. Understandably, you may know your product and brand inside out, but that doesn’t necessarily mean you will have the best marketing ideas. While hiring a professional marketing team is a good idea, in the interim, we have put together a list of some of the best marketing ideas for snack brands and products. Find Your Target Audience One of the first things you need to do when marketing your snack business and snack food in the food and beverage industry, as is the case in any industry is to identify your target audience. You need to know who your consumers and customer base is if you are going to market your snack foods effectively. Some questions you need to ask yourself about your potential snack food customers to successfully promote your products and increase sales include: What is their age group? Are they male or female and does that matter? Are they health conscious (crucial if you are trying to promote healthy snacks) What social media platforms do they use? This will help you to focus your digital marketing ideas and strategies more effectively and successfully. What are their favourite colours and what kind of emotions do they tend to feel when they see their favourite colours? This sounds a bit strange, but when you are promoting and developing marketing for the food products you need to take into consideration the things your consumers like and find appealing to entice them more. If your products have packaging in the colours your customers have positive associations with, they are likely to be more interested in your snack food compared to other snack brands in the food and beverage industry. Choose a social media platform based on your target market Once you know the consumers who will be buying your snacks, you need to market the food to those potential customers where they are. Nowadays, most people are active on some or all of the most popular social media platforms. If your target audience is not active on Facebook, there is no point in trying to increase snack purchases and overall sales by trying to market your snacks there. Analyse competitors A crucial part of any effective marketing strategy is competitor analysis. However, you need to be careful as the snacks industry is comprehensive with many products qualifying as snacks that are completely different from one another. Who are your main competitors? Are you looking to make waves in the healthy snacks section of the industry or are you going up against junk food brands? Start by assessing the marketing ideas incorporated by brands selling similar products with a similar production size. If you are only a new snack business, it’s not a good idea to go after the leading snack businesses that have been around for decades. Come up with subscription plans to keep your customers returning Food subscriptions are incredibly popular right now within the wider food and beverage industry. It’s not surprising as this is a great way to retain customers and continue to generate more sales. By offering a subscription, you are giving your customers the great advantage of convenience – they do not need to head to the store or even log in to make online purchases. This means they get their snacks when they need them, they don’t even need to lift a finger to get your snacks regularly. Become a known name in the local community If you are a relatively new company starting, it is best to target customers in your local market. However, rather than just marketing your products, make your company stand out as an integral part of the community. Speak to local retailers, and ask the owners if they will sell or promote your products in their store or shop. You should also consider putting on local events. You can make these events attractive to your local consumers by having special guests and several other food and drink products on display. While that may sound counterproductive, it can work to your benefit. Businesses can often enjoy more success when it does not feel as if they are being marketed to, which can result in more sales. Focus on healthy snacks Without a shadow of a doubt, healthy snacks are the way to go. Therefore if you have a healthy snack business you are trying to promote, you are already in a strong position to develop your brand and grow your business. It’s not enough to just say that the snacks your consumers can purchase from you are healthy, you need to show evidence. This means making sure you highlight aspects of your healthy snacks that make them stand out, such as: If it’s a new product Health benefits Natural, organic, Non-GMO ingredients The process involved in making your products (if this helps to make you stand out from the competition) Taste is Always Paramount Although food is eaten to provide nourishment and energy, most people eat specific food products because they enjoy them. You need to showcase in your marketing that your consumers will enjoy your food. So, make sure you highlight the taste. Talk about the ingredients and the flavour profile. If it’s a healthy snack or new product, make sure that is clear that they can still enjoy snacking without feeling bad. Promote allowing those ‘naughty’ snacks sometimes Even if your products are not healthy, you can use this to your advantage to make your snacks attractive. Consumers often find it appealing if they think their purchase is a little naughty or they are breaking the rules. So appeal to that side of things and you could increase your sales. Sell on marketplace sites (Amazon, eBay) This may be a bit of a leftfield marketing strategy but can create a lot of interest in your brand while generating sales if you make use of marketplace sites like eBay, Etsy and Amazon. People like the convenience of buying online and are likely to visit your pages on these websites rather than going elsewhere if they can get a good deal on your snacks. Decide what your main point of marketing will be (social media, email marketing, PPC) It’s all very well knowing the consumers you need to target and brands you are up against, and even a good idea of what marketing ideas you are going to use. However, if you don’t focus your efforts and determine the best ways rather than just using all ways, you could spend too much money without gaining consumers or generating sales. Summary If you have a new product you are wishing to promote or are looking to increase sales for existing products, marketing is important. We have shown you that it is not just enough to throw together any old marketing strategy, you need to think about your brand and business and your target audience. You need to create strategies that will make your business and its products stand out. While it is important to maintain your expectations, you should expect to see some positive results by ensuring that your marketing is directed at the right place.

The Top 4 grocery retailers continue to grow in Germany

The effects of the pandemic are diminishing in the German grocery trade. In 2021 the large groups became larger and the smaller ones became smaller. EDEKA, Rewe, Schwarz-Group and Aldi (incl.North and South) dominate and continue their growth, albeit at a slower rate. The Top 4 accounted domestically for over €205 bn and 74.8% market share. This is both food and non-food. Food in 2021 accounted for €175 bn or 85% of total. The Top 30 companies turned over €269.5 bn, an increase of 2.5% in 2021. Total food amongst the Top 30 was €228 bn, also an increase of 2.5%. This reflects a return to more normal growth rates after the high increases of 2020 due to the pandemic. Of particular interest is the drop of the Metro-Group to Nr 10 following the sale of their Real superstores to EDEKA, Globus and Kaufland (Schwarz). Of the Top 4, EDEKA dominates with a 25.2% market share (turnover +0.2%) followed by Rewe (-0.1%), Schwarz-Group (+0.9%) and Aldi (-0.5%). EDEKA turnover amounted to €68.8 bn, Rewe to €56.4 bn, Schwarz-Group to €48.6 bn and Aldi to €30.9 bn. Two of the 3 national drugstore chains grew faster than classical grocery. DM at Nr 5 grew by 5.8% (€9 bn), Rossmann at Nr 6 by 7.8% (€7.9 bn) and Müller at Nr 13 was down by 1% (€3.1bn).

Influencer marketing – the future of food marketing?

  Influencer marketing is a strategy to significantly affect the visibility of a brand and closely linked to social media. At one time it was simply called ‘word of mouth’, as the claim of a well-known detergent suggested; today, with the advent of social media, a growing number of opinion leaders – bloggers, YouTubers, Twitter users, Instagrammers – exercise a real social influence by connecting and sharing messages with their own audience, significantly affecting the visibility of a brand, the actions of followers / fans and their purchasing decisions. For this reason, companies have totally redefined how they can influence and engage the target market, to the point that influencer marketing plans have taken on strategic relevance for many digital marketers. An investment of this type is even more justified, moreover, considering findings by Tomoson according to which 76% of marketers would recognize a clear correlation between influencer marketing and customer loyalty. What are the best practices for building an effective influencer marketing plan? First of all, a fundamental concept must be clarified: anyone can become an influencer, but not all influencers can really collaborate effectively with a certain company or brand. For this it is necessary to start from a correct identification of the archetypes of influencers, each of which is characterized by specific characteristics. The most recent literature on the subject identifies three main clusters of influencers. The first is that of the ‘identified’, made up of influencers considered relevant for a brand, based on the specially designed rankings, but also for the role and position held in the sector in which they operate and which is relevant for the company. A wide range of influencers can be inserted into this cluster, from celebrities who enjoy wide exposure and generate immediate action, to passionate, authoritative and independent publishers, to everyday advocates, who love to review products and services and enjoy a great reputation with their own community, to altruistic activators, generally considered impartial and therefore reliable. The second cluster is instead made up of the ‘engaged’, i.e. the number of influencers with whom an initial level of interaction has already been established, from sharing content on social networks to liking and following. This type of involvement represents the first substantial step towards building a stable and lasting relationship and is strictly connected to the relevance of the content published and promoted by a company and its attractiveness, as well as the reputation of the brand and its evocative power. Finally, the third cluster includes ‘active’ influencers: they are the influencers directly involved in influencer marketing programmes and who actively collaborate with brands and companies to promote their products or services, share their vision and embrace their causes, effectively becoming true ambassadors. However, one of the most recent trends is to close partnerships with micro-influencers. They are common users, with relatively small communities and who certainly do not have followers numerically comparable to those of long-time VIPs or influencers, but who instead have a great ability to actively involve the fanbase and become ambassadors of the product, service, brand: metrics that are much more important for a business person who wants to invest in influencer marketing. But, in a nutshell, does influencer marketing lead directly to sales conversion? It’s difficult to be absolutely sure about its influence. One sure thing, however, is that “transparent” posts are constantly increasing, that is with hashtags that denote the commercial nature of the post. In fact, in the last year, transparent posts have increased by + 69% on Instagram. This is what emerges from the analysis conducted by a series of European Observatories (and by the Observatory set up by Buzzoole, martech company for Italy) which analyzed all the posts published in Italian that use the transparency hashtags divided by sector, as well as to the most active brands on social networks. The annual study “Transparency in Influencer Marketing” covered all posts (except stories) published on Instagram, Youtube, Twitter and Facebook, containing the most used transparency hashtags: #ad, #adv, # sponsored, #sponsored, #sponsoredby, #gifted, #giftedby, #supplied and #advertising. TRANSPARENT FOOD Fashion and cosmetics were confirmed as the most transparent sectors. The third place is now occupied by food, with 9.8% of posts, gaining 3.3 percentage points. Behind food come technology (consumer electronics) with 9% of posts, entertainment (TV, gaming) with 8.7% of posts, accessories (bags, watches and jewelry) with 8, 6% and beverages with 4.4%. Over both 2020 and 2021 it emerged that the health care sector with 3.1% of transparent posts focused above all on personal hygiene and safety devices for consumer health protection. ESSENTIAL REQUIREMENT Transparency is not only an important value but also an essential requirement in the world of influencer marketing to preserve the relationship of trust between influencers, brands and users. In fact, transparency hashtags must be automatically added to all campaigns.

Colruyt will no longer display where it has reduced prices in response to competitors

Colruyt is changing its price display policy: customers will now no longer be able to see when the price has been reduced in reaction to a promotion from one of its competitors. Only its own promotions are now shown in red. This is a major shift for the retailer. For over 40 years Colruyt has been indicating in red the lowest prices in the region. They check the prices and promotions of all national and regional competitors every day. For the retail stores with national coverage and which apply the same prices across the country, Colruyt follows their prices nationally, i.e. in all Colruyt shops in the country. For the other shops, Colruyt works regionally: if they find a lower price, they lower their prices in the surrounding Colruyt shops. But from now on, all prices – including reactions to prices and promotions from competitors – will simply be shown in black on the price label. Only their own promotions “on top of the lowest prices” will be marked in red. “We make it very simple for our customers: the lowest prices every day, in black and white. And our promotions which are definitely not to be missed will be marked in red,” says General Manager Chris Van Wettere. “We always promise the lowest prices” is Colruyt’s motto, the supermarket chain therefore no longer needs to say explicitly when it adjusts its prices to those of competitors. In the past, this was always indicated on the shelf labels, but this will no longer be the case from now on. It is easier for the customers” says Colruyt. Colruyt takes this opportunity to emphasise that the prices at the supermarket chain are not determined by the purchase price, but by the prices of the other supermarkets in the neighborhood. “The purchase price of our products is always separate from the selling price of our products”, it says. “Colruyt is a price follower and not a price setter. Our team of 120 employees takes care of that with 62,000 price surveys a day.” The Red Telephone does continue to exist.

FDF calls for complete overhaul of border checks and a digital approach

The UK government has postponed the imposition of border checks for food and drink products imported into the UK no less than four times since it left the EU. The latest announcement was a decision not to introduce checks until the end of 2023. In response, industry organisation FDF has called for a full digital overhaul of the process, scrapping all paper documents currently required. A substantial simplification of government bodies involved is necessary, they argue, along with a total rethink of currently excessive sanitary and phytosanitary measures. A risk-based approach makes more sense, the FDF suggests, with trusted businesses removed from customs requirements. The UK government should ‘strike a balance in its domestic regulatory regime between ensuring it has high standards that protect consumers and the simplest possible regime for moving food and drink in and out of the UK market.’ The net result would be a dramatic increase in trade efficiency, particularly in high volume UK/EU routes, they say.

Limited assortment retailers increasing share

Recent research from Kantar has highlighted that retailers with narrow assortments have increased their market share by 3%. Lidl, Mercadona and Aldi are the main players to have benefited. Lidl optimizes to the full its buying power and international assortment. While the range is limited at any moment in time, it varies a lot in particular with in-and-out strategies focusing on innovative and indulgent items, mostly frozen. Traditional mainstream retailers with their static ranges are unable to compete with this. Lidl also uses cookware items at very low prices which run out in a few hours to generate shop traffic. Mercadona has extended its mainstream offering into the Portuguese market and quite a number of skus appeal because they do not exist or have a much better value:price relationship as a consequence of Mercadona’s bargaining power in the Spanish market. Aldi is catching up Lidl but focusing more on competitive dairy and organic foodstuffs imported from the German market, which ar3e quite competitive in Portugal. The shops are brand new with a modern and dynamic shopping environment. They are fighting for the same target clientele on the neighbourhoods of medium-sized cities and often located quite close to one another.

Lidl outperformed French grocery market In May-June period

According to the latest data from Kantar, from the period 16th May to 16th June, Lidl was the best performing retailer in the French grocery market. The discounter reported a 0.4 percentage point gain in the period. Lidl now has 8.1% market share, and attracted 784,000 new households to its shops in one year, while maintaining a stable level of shop visits. An increase in media spend (+21%) has also helped lift the discounter’s presence, with increased numbers of shoppers demonstrating loyalty to the brand. Lidl is also benefiting from the inflationary context: +3.57% in May and +4.37% in June on FMCG according to NielsenIQ. This is because the French have placed it at the top of the list of retailers that improve their purchasing power according to an OpinionWay study for Bonial. Rival Aldi reported a 0.1 percentage point increase in the period, and now sits on 2.8% share – the discounter attracted an additional 430,000 customers in the period. Carrefour maintains performance Carrefour maintained its performance with a 0.1 percentage point increase in June, boasting a market share of 19.8%, with growth driven by the group’s convenience format, which gained an additional 200,000 customers. Carrefour’s hypermarket and supermarket estates are also gaining shoppers, Kantar noted, and have maintained their market share. Finally, market leader E.Leclerc gained 0.1 percentage points in the period, with a grocery share reaching 22.5%. Consumer Spend On The Rise Consumer spend in the period rose by 2.8% compared to the same period last year, with shoppers visiting stores more often (+0.4 additional visits), counteracting a slight drop in sales (€1 less per shop). The discount channel was the best performer in June, gaining 0.3 percentage points, while the convenience channel gained 0.1 percentage points. Online fell back, however, losing 0.4 percentage points.

Fair Trade exceeded €2 billion sales in France in 2021

Sales of fair trade products increased by 11% in 2020 and sales of fair trade dairy products jumped 44% in 2021 compared to 2020. The fair-trade model is proving to be of particular importance in a time of war and health and climate crises as consumers confirm their attachment to the values of fair wages for producers. The Fair Trade Observatory published the figures on Thursday 5 May 2022 at a press conference in Paris. Fair Trade sales grew by 11% to 2.04 billion euros last year, of which 35% was for French products (+9%) against +12% for products from international channels. The latter were mainly sold in supermarkets (54%) against 30% for products from French origin channels. Fair trade dairy products, whose sales have jumped by 44% since 2020, show the greatest increase, ahead of chocolate products (+28%). There is also a convergence between fair trade and organic products, since 88% of fair trade products are labelled organic. “The quality of the products is one of the factors in the development of fair trade, which is progressing despite the difficulties,” emphasised Jean-Pierre Blanc, the managing director of Malongo coffees, 66% of whose business is fair trade. In the food sector more than 500 brands are involved in fair trade relationships with agricultural producers and offer more than 10,200 labelled products to consumers, a number which has increased by 36% by 2021. This trend shows a growing commitment by companies to improve their relationships with their producer-suppliers and to promote their fair trade practices to consumers. A resilient model This trend is taking place in a context marked by rising prices for agricultural products since the start of the war in Ukraine and problems of inflation. “Our [fair trade] model has proven itself,” said Julie Stoll, General Delegate of Fair Trade France. Fair Trade avoids the speculative effects of unregulated markets. The fair price paid to the producer allows him to pay the production costs and to invest in agroecology. Our food represents ¼ of greenhouse gas emissions so decarbonising our food and transforming our agriculture is a major challenge”.

Food inflation helping growth in German Private Label

Driven by the pandemic and more recently by the war in Ukraine, inflation has become once again an important issue. For retailers, this means change in the perception of Private Label (PL) by consumers. A recent study by IPSOS supported by the Lebensmittelzeitung has just been published and is entitled „PL Monitor 2022“. This quantitative study focuses on sustainability and the effect of inflation on purchasing behavior. First of all, consumers are very much aware of price increases in basic food articles with 83% noticing this. A similar 83% response is given to the question whether consumers that they are getting much less product for the money in their purses than a year ago. Many respondents do not really differentiate between Brand and PL. In both these segments, 79% have registered price increases. An additional worry (59% amongst Branded and 49% amongst PL respondents) is that manufacturers could be cutting back on product quality to combat the cost inflation and maintain prices at a low level. 70% of consumers are now paying more attention to price levels and 68% see PL as a good route to save cost when food shopping. 65% of respondents nowadays see PL and Branded to be of similar quality level, with 8% even seeing PL to be of superior quality. The most important argument in favour of PL remains price, mentioned in the 2022 study by 57% as the most important attribute. In the 2020 study, 64% of respondents found price to be of prime importance, in 2018 76%. What are consumers doing to reduce the effect of food inflation? 48% are reducing the number of shopping occasions and 64% are converting to shopping more in just one outlet. And 71% are reverting to the old method of using a shopping list and avoiding spontaneous, non-planned purchases. Also, special offers are becoming more important. 73% of respondents now check out promotional prices and 69% look specifically for promoted products. 64% of respondents buy special offer products to store at home and there as well save money. On-line has not really benefited from the current inflation in grocery items although overall, it grows in share and importance. 43% of respondents stated their usage of on-line had grown during the pandemic. On-line users seem to think PL is of less importance in their priorities, with 41% considering they buy less PL on-line (but 54% think the share to be similar to their purchases in supermarkets).

Contract Manufacturing in Central Europe

Hobsons is a mid-sized regional brewery based in Shropshire, UK. It produces award winning regional ale in casks and bottles. The company started selling on Amazon UK and with significant year on year growth the opportunity arose to supply Amazon EU. However, following Brexit it became impossible to supply EU from UK and also deliveries to other European customers suffered. A transport of pallets to a distributor in Germany took 3 months. The decision to look for a contract brewer in CEE was made end 2020 and with the profile of Hobsons beers we quickly honed in on Poland. Following the initial search, advanced discussions, on-line knowledge transfer and sample brews with 3 breweries we settled on one partner. The process took over a year due to covid/travel restrictions until the Hobsons brewing team could come to Poland to oversee the first brew of 4 products at the Polish craft brewery. There were challenges to overcome as this was the first time British beers had been brewed in Poland according to original recipes. However, the end result was a great success with Hobsons master brewer awarding 7.5 to 9.0 points across the range. Hobsons beers were brewed in Poland at the end of March and are already finding their way to Amazon Europe customers. New customers in Poland will be receiving first orders shortly and now we can plan Europe-wide distribution from Poland. The retail price of Hobsons produced in Poland is similar to local craft beers and over 20% less than Hobsons imported from UK.

UK grocery inflation hits 5.2% as own label grows share

While energy costs and the war in Ukraine are having a big effect on both prices of goods and availability of key ingredients in the supply chain across all markets, the UK is also wrestling with optimum timing to introduce restrictions on sales of HFSS (high in fat, sugar, salt) products. According to Kantar, inflation in grocery hit 5.2% in March 2022, its highest rate for 10 years. Consumers are already being squeezed by sky high energy and fuel costs and now increasingly turning to own label goods in their regular supermarket shop. Own label’s share of grocery sales has increased to 50.6% vs 49.9% for the same period last year. All major supermarkets are introducing initiatives to demonstrate their value credentials – even those at the premium end of the market like Marks & Spencer with a new ‘Remarksable Value’ campaign. Meanwhile some pandemic trends such as the shift to on-line are holding their own, with current share of grocery at 12.6% (Kantar) compared with levels of 7-8% before shopping patterns shifted dramatically because of Covid. Meanwhile the government has put on hold its plans to ban promotions of HFSS goods – a tool to tackle the obesity crisis. Now is not the time, it seems, to worsen the situation for hard up shoppers looking for deals.

Commerce in the Palm of Your Hand – The future of tech & retail in the US

Over the last decade, brick & mortar retail has been accelerating toward increasingly seamless shopper experiences. In the US, select Whole Foods Market stores have recently reached new level of frictionless – quite literally – with the ability to check out with a simple wave of the hand. Whole Foods Market is expanding its stores enabled with Amazon One technology, which debuted in the Seattle market last year into all seven stores in the retailer’s home Austin, TX market. The technology utilizes a biometric identifier (in this case, the shopper’s unique palm signature), and ties that information to their credit card. Sign up for the service takes less than a minute according to Amazon, and can be done at a special self-serve kiosk in participating stores. Shoppers simply insert their credit card and then follow the prompts to pair their card with their palm signature, and the Amazon One custom-built algorithms and hardware do the rest. “We are excited to introduce Amazon One as an option for our Austin-area Whole Foods Market customers,” Leandro Balbinot, senior vice president and chief technology officer at Whole Foods, said in a statement. “We are always looking for new ways to satisfy and delight our customers and offer convenient options to improve the shopping experience.” This technology will not only enable everyday activities such as checkout and payment at a store, but also streamline loyalty card usage, and could also serve as secure entry at sites like a store, stadium or workplace. With another recession looming on the horizon coupled with increased store labour costs and recent pandemic, this frictionless checkout future may well be the norm sooner rather than later.

Post Pandemic Renaissance for Horeca and Foodservice consumption in Spain

Out of home food and beverages consumption in Spain represents 10 % of national GDP and provides for more than 12% of employment. The hit inflicted by the pandemic is starting to be left behind according to a recent Kantar survey where we see that consumption in such an important channel in Spain has grown 23 % in 2021 and has almost reached the level of 2019. The average ticket spend per visit has recovered the 9 euro mark but there is still some recovery pending in terms of frequency and number of visits to Spain’s 250,000 outlets. Now that the pandemic is almost behind us we believe is worth taking a strategic look at the whole value chain so as to assess the impacts and adaptations needed in the main stakeholders groups: 1) the suppliers of food and beverages products, 2) the Route-to-Market and supply chain services, 3) the service providers for on-site machinery (cooking features, fountains, coffee machines…) and premise maintenance, 4) the employees and 5) the owners. 1)The suppliers of food and beverages products are rapidly adapting to both the consolidation of ownership of outlets and the new supply dynamics with restaurants joining forces in upstream shared kitchens delivering basic elaborated materials and primary meal components which then are used in different organisations. 2) Wholesalers and distributors together with cash & carries are swiftly adapting to these new levers and to increasingly direct relationship between the grower/producer and the outlet. A flexible oute-to-market assessment becomes as important as ever. 3) The service providers for premises and supplies are experiencing a totally new way of working where concentration is the name of the game. 4) If we focus on the employees and collaborators, the pressure on working hours and new dynamics of life/work balance could well be presenting new issues and opportunities not only in flexible appointments procedures, but also managing staff turnover and making training as efficient as possible. 5) From the perspective of the outlet owner, the main focus is now on trying to adapt to a more competitive landscape where competitors are rapidly concentrating (while at the same time the number of outlets remains very stable and new competitors appear in the retailers’ new sections of ready-to-eat/eat-it-here), and to be able to offer new premiumised propositions. The name of the game is to attract back more consumers into the outlet. A significant part of the impact has been softened by the new initiative (not only for fast food offerings) to increase home delivery services from food service outlets – obtaining a kealthy penetration of 45% of total out-of-home consumption after opening up to new services from the traditional on-premise direct intake. The new delivery services as Just Eat, Glovo etc. are playing a new significant part here helping changing the services and labour support landscape. This blurring of the channels and new players appearing in the value chain will necessitate new tools and measurements to be able to look at the full market value chain and the times and places of consumption in radically new ways.

Calorie Labelling Regulations: What Food Businesses Need to Know

If there is one thing that most food and hospitality businesses could probably do without, that’s red tape and different stipulations and criteria they are meant to comply with and meet to stay in business. The reason there needs to be red tape and different regulations in place, though, is because the country is facing an uphill battle against an increasingly prevalent obesity problem. With that in mind, the government has been trying to come up with a plan to tackle obesity. So far, many of its initiatives and the government’s obesity strategy overall has been effective to a certain extent. Health authorities and healthy eating watchdogs along with prominent members of the government and other members of parliament still believe more could be done. Whenever new regulations are brought in, it can be alarming and stressful for food businesses. That is why, if you run a food business, we want to make things easier for you by outlining everything you need to know about the new calorie information regulations. What are calorie labelling regulations? The brand new calorie information regulations mean all food businesses of a specific type and size need to, by law, show the full energy content of specific items of food and drink either on menu boards, menus or on their website. These new regulations will be assessed and enforced by local authorities. When were they made law? The new legislation came into effect on April 6th this year (2022). Although these new regulations were designed following extensive discussions and public consultations in both 2018 and 2020, as part of the UK government’s plan for tackling the obesity problem. Why have calorie labelling regulations been introduced? The new measures involving mandatory calorie information are part of a bigger strategy set out by the government and relevant health and food bodies to help people make better informed and ultimately healthier choices when they are eating out or ordering fast food and takeaways. In fact, leading up to the regulations taking effect, it was discovered that around 28% of adults living in England were overweight, while 36% were considered obese. Bureau Veritas, a renowned compliance specialist, was encouraging food businesses to hurry up and make sure they were fully compliant. It is not surprising that these regulations were brought into effect as adult and children’s health has been a serious discussion point in recent years with many different initiatives and strategies being put into place to reduce the bad habits surrounding food. Even television advertising has succumbed to stricter rules. As good as these new initiatives have been, there is still a staggering number of children and adults that are either obese or overweight. That is why the government felt the need to act against large food businesses in the hospitality sector: to ensure they are doing all they can to give people the information they need to make smarter and more informed healthy food choices. What does the law now require food businesses to do? Essentially, food businesses need to provide their customers with calorie information for most food and drink they have for sale that is for immediate consumption, so they can make their minds up and choose healthy options. What this means in more specific terms is that restaurants, pubs, cafes and takeaways will need to provide the full energy content of their products in kilocalories along with the size of one single portion, if it is for just one person. If it is for more than one person, they need to state how many people it is supposed to serve. Last, but by no means least and possibly most importantly, they will need to have the so-called intake statement on every page of their menus, that states “adults need around 2,000 kcals a day”. Do calorie labelling regulations apply to all food businesses? Fortunately for smaller food businesses, the mandatory calorie labelling regulations do not apply to them. The law at the moment is designed to target solely the establishments that are part of larger chains and therefore, it is only if a business has a minimum of 250 employees, such as food delivery platforms, franchisees, and large-scale caterers. It is also only applicable to food businesses based in England. It is important to note that the regulations for displaying calorie information do not apply to all of the food that businesses sell. There are many exemptions. Some notable exemptions include condiments that have been added by customers, any menu items or dishes that have been available for a shorter period of time than 30 days, and any food items or dishes that are customer requests but are not on the menu. How you can comply with the changes In addition to knowing why calorie information regulations are being introduced and what they require food businesses to do, they also need to think about where the information needs to be displayed. The regulations state that the portion size and calorie information of applicable food must be clearly displayed at what is known as “the point of choice for your customers”. That means the menu boards, menu or online menus on their website, or where the food options are chosen from displayed items on a food labels that identifies the food that the calorie information concerns. The regulations state that the calorie information and portion size information need to clearly legible, not obscured or hidden, easily visible and in a format or font that is similar to the food item or dish name or even the price. For businesses that offer food through distance selling, like takeaways that sell online or by phone, for example through third-party delivery apps, the calorie information and portion size for all applicable food items and dishes must be accessible for customers when they order and when they receive their order. How can businesses calculate calories? Although it may sound intimidating trying to figure out the figures to display calorie information to comply with the regulations, there are guidelines for how you can do this. The guidance for the implementation of these regulations states that food business owners and those the regulations apply to should use the three legally-acceptable methods of calculating the nutritional information and calorie content of their food. These methods are: Using the manufacturer of the food’s analysis of the product Calculating from the known or average values of all the ingredients used in the food Calculating using data that is generally accepted and established. What happens if you don’t comply? As you’d imagine, because the calorie information regulations are now a legal requirement for the food businesses they are applicable to, it is in your best interest to comply if necessary. If you don’t comply with the regulations about calorie information, there are some potentially very stiff penalties you could be expected to pay. Officers for the Trading Standards Industry have been given the power to give uncompliant businesses a warning and improvement notice. This gives businesses a chance to turn things around over a period of 2 weeks. If food businesses that the regulations are applicable to do not make the changes, they may need to pay a fine as much as £2,500. We hope the above information about the new calorie labelling regulations is helpful and ensures you stay compliant with the local food authorities. Contact us today for support on meeting the regulations and getting your food business compliant  

How to Make a Marketing Plan for Your Food Delivery Business

If you’re thinking of launching a food delivery business, you need to come up with a strong marketing plan. In this post, we’re going to be covering all you need to know about how to put together a strong marketing plan to help your food delivery business get off to the best start. Keep reading to find out more. Build A Strong Team One of the first things you’ll need to do is build yourself a strong team of individuals who can help your business achieve the success you have in mind. When looking for employees, consider not just their professional abilities and knowledge of marketing but also their personalities. Look for qualities in potential employees that you think would work well with you and your existing team and help your business achieve its targets and goals. For example, some of the qualities you might want to look for include: An outgoing and friendly personality Great people skills Good communication skills Creative thinking A positive mindset Professional and passionate about the work These kinds of skills will mean that a new employee is more likely to not only be an asset to your team and help you meet targets but also gel well with others. Building a good working relationship between employees means that a business can function more effectively and create a more harmonious workplace. Once you have a strong team behind your business, you’re more likely to see targets being hit and progression happening for your business growth. Understand Your Audience Another thing you’ll need to do in order to create a successful marketing plan is to gain a clear understanding of your intended audience. This will allow you to better tailor your marketing in a way that targets your audience best. You may already have an idea in mind of the kind of audience you’re attempting to reach, but conducting market and consumer research can help you to get a better indication. Carrying out things such as surveys helps to give you insight into what your customers are looking for and how you can better tailor your products and services. It will also allow you to adapt your future marketing to help grab the attention of the intended audience, and will help with deciding which marketing methods to use. Research Your Competitors Researching your competitors is another way of helping to give your business a marketing advantage. You should make time to study your competitors, their marketing, website, and the kind of consumers they are reaching. Look into their reviews, feedback, and customer experiences to find out how you can improve your own business and give yourself a competitive edge. With a food delivery business, you could specifically investigate aspects such as the kind of food they do or don’t provide, as well as the delivery service they offer. Perhaps there are gaps in the market your business could fill, helping you to get more interest from consumers. Setting A Budget When launching your food delivery business, it’s important that you come up with a clear budgeting plan to help keep your finances on track. A budget plan should outline all the finances of the business, such as predicted costs, revenue, and areas for investment. This will help to make sure your business does not have to cut corners and risk producing a lower-quality marketing strategy because too much money has been spent elsewhere. Branding Your Business When launching a new business, good branding is essential. This will help to make your business more recognizable and build up an image for your business that people can become familiar with. When branding your business, you need to be consistent and make sure your branding is the same across all aspects of the business. For example, make sure your branding on your website matches with branding used for marketing campaigns and social media. You need to design a recognizable and unique logo for your business, using specific colours and fonts for your business name. You could also come up with a slogan or catchphrase for your business that people can associate with it. Your business slogan should help to sum up neatly what it is that your business does or what makes it stand out from your competitors, such as your USP. Create A Unique Selling Point USP stands for a unique selling point. This is an important aspect for businesses as it allows them to create an edge over their competitors. If your business can offer something that your competitors can’t, they will be more likely to want to use your business. With a food delivery business, for example, your USP could be that you are an organic or healthy food delivery business. This would be a USP that would help you to stand out, as most food delivery services are associated with junk food. Run Marketing Reports To Highlight Strengths And Weaknesses Running marketing reports is one of the best ways to gain insight into whether or not your marketing strategies are effective or whether you should adopt different marketing methods to see better business growth. Marketing reports can show you whether consumers are responding well to your marketing, whether they like different aspects of the business, and whether your strategies are helping you to reach the intended audience. It might also allow you to gain some insight into whether there are certain areas of the marketing department that are struggling to hit targets, as they may require more support or investment. Invest In Digital Marketing When it comes to marketing, digital marketing is by far becoming the most powerful tool you have at your disposal. More consumers than ever are using the online world to make purchases, and this is especially true for the food delivery business world. Giving your consumers the option to order online and make purchases easily not only encourages sales but is another opportunity to market your business. Social media is a great option when it comes to marketing, too, as it can largely be used with very little investment needing to be spent on it. You could even advertise your business for free just by ensuring your social media channels are active and engaging with customers. Whether you’re marketing your food delivery business locally or countrywide, social media can help you reach a wider audience of customers.

The Future for Cashless and Checkout Free Stores

Our daily lives have become shaped by digital technologies. From social media to virtual reality, even our supermarket shopping experiences have transformed over the years: self-checkouts, contactless payments and now checkout free stores. The idea of picking something up off the shelf and just walking out without physically paying seems crazy to some people, and that’s because it is. These checkout free stores rely on cameras and weight sensors to track what shoppers remove from the shelves, and what they put back. When they leave, they receive a virtual receipt to inform them that they have in fact paid for their items. The pioneer of this concept was Amazon, opening their first Amazon Go store in Seattle in 2018, then supermarkets such as Tesco in the UK, Auchan in France, Netto Marken Discount in Germany and Whole Foods in the US swiftly followed. But what is the final aim? To create a quicker, easier and more seamless shopping experience for the consumer? Or is it just a business model which allows supermarkets to maximise profits by saving on staffing costs and to collect more data from their customers? We can all agree that digital advancements in recent years have facilitated our daily lives but there are always disadvantages to such technologies. Some say that by removing the personnel from supermarkets we are damaging the economy due to the number of jobs lost. Furthermore, not everyone is ready for this next digital step forward, fearing that the future of consumption will be completely dehumanised. This type of store relies on consumers being technologically adept and owning a smartphone, leading to the exclusion of certain consumers who are technologically challenged. It is interesting to note that at the same time, some consumers prefer a more interactive shopping experience where they can ‘chit chat’ with the cashier. To meet this expectation, supermarkets such as Syteme U and Auchan have introduced ‘blabla’ tills, with Carrefour introducing this concept to 150 stores across France in January 2022. Customers, therefore, have the choice between going to a ‘blabla’ checkout or a regular one. Since COVID-19 people are now valuing human connections more than ever in their daily lives. It’s important for the social aspect of society and it creates a concrete link between supermarkets and their consumers which is preferential to some people over striving for increased digitalisation. The question remains: Will checkout free stores dramatically alter the future of bricks-and-mortar retail, or is it just a novelty to become obsolete in the next 5 years? For Amazon, it must be proving a success in the UK because after opening 15 stores London they are planning to open another 260 UK wide. However, for supermarkets such as Tesco and Sainsburys, they have decided to evaluate customer feedback before proceeding further after Sainsburys opened a checkout free store for 5 months in 2019 before reintroducing checkouts due to customer dissatisfaction. It seems ideal for the consumer prioritising speed and efficiency, but checkout free stores were not designed with all consumers in mind. Moving forward, a hybrid store with the option of using a checkout OR walking straight out seems the best way to respond to all consumers’ needs. In any case, the future of supermarket checkouts remains a major topic for retailers and is yet to be defined.

Latest trends for the out-of-home market

A lot has been happening in the German out-of-home market. The organisers of INTERNORGA (Germany’s largest and oldest food service trade show which has just taken place in Hamburg have recently summarised 4 main trends in the sector: 1. Taste unlimited Taste has been in demand since well before the onset of the pandemic. Consumers have become better informed and have developed much higher taste expectations. They expect more too – international dishes, regional ingredients, creative marinades, exotic spices. The rediscovery of fermentation has also led to more intensive taste, eg the pinsa, a successful pizza alternative. 2. Digiversion – the digital out-of-home world Digitalisation has become a standard constituent in the work of food-service, hotels, bakeries and cake-shops eg in the planning of take away and delivery, process optimisation in kitchens or compensation for staff shortages. 3. Health – And it can taste good Health oriented food remains popular for young and old and is relevant in the out-of-home market. Especially during the pandemic, meals which offered vitality and energy were in demand. Vegan and vegetarian have become a standard menu fixture. Chains offer even a meat-free burger alongside their standard meat burger. Fish alternatives are being launched, going as far as seaweed based products. 4. Sustainability – The battle of the profiles Sustainability is a megatrend which has developed around the world as awareness for climate-change grows. Consumers expect solutions from manufacturers for a complex, multi-layered problem area – waste management, recyclable packaging and efficient use of resources. Reusable cups and bowls for delivery and take away or coathangers, serviettes or cutlery from sustainable materials all show future potential as their popularity grows.

7 out of 10 Belgians are Buying Own Label More Often

A survey commissioned by Aldi shows that 7 out of 10 Belgians are buying more private label products in response to rising inflation. It doesn’t come as a surprise that inflation is leaving its mark on consumer purchasing behaviour. An Aldi survey shows how behaviour is changing. “Comparing prices has become a daily routine for more than 4 in 5 Belgians, according to a representative iVOX survey,” says Aldi. “Also what ends up in the shopping trolley is changing. Private labels are gaining considerably in popularity. More than 7 in 10 Belgians say they are buying private label products more often since the inflation spike.” The survey shows that household brands are more popular in Flanders (75%) than in Wallonia (69%) and that more young people report saving on their household budget as a reason for buying house brands. Among adults under 34, 77% cite this as a reason for buying more ‘white products’. Among people over 55, the figure is 66%. The popularity of private brands will also continue to grow over the long term, Aldi claims. The survey shows that no less than 3 out of 4 Belgians plan to continue buying private label products, even when inflation is less noticeable. Aldi wants to press the price argument of private brands further in the coming weeks. “Every week we will demonstrate the price difference between the same basket of A-brands on sale at Aldi and our own private labels. In this way we want to help all Belgians to make budget-friendly choices”, says Isabel Henderick, Managing Director Marketing and Communication at Aldi. “Consumers will soon notice that it is smart to choose private brands. More than 90% of the regular assortment at Aldi consists of house brands.”

Shoppers and manufacturers: How far do expectations with regard to packaging diverge?

You are a manufacturer and are currently looking for the best possible product name. You’ve come up with three product names internally, but now you don’t know which one will appeal to your target market best? That is just one of many market research challenges food & drink companies face with regard to packaging. By using three different packages with identical content and questions about the naming, market research specialists provide the best possible product name. Again and again, go2market is approached by manufacturers with questions far beyond “classic” questions about the product. That’s why we also carry out studies on specific topics, in addition to product tests – most recently on the packaging. What was particularly exciting was that we asked our product manufacturers and members more or less the same questions. This clarified what shoppers want/expect and what the industry thinks are often worlds apart. Perhaps this is one of the main reasons why most new listings at retail fail within a few months. Therefore, I would like to share some exciting findings from our packaging study 2021 with you. Approximately 66% of the 1,000 surveyed consumers said they would like to see recycling/disposal information directly on the packaging. Only about 51% of more than 80 surveyed manufacturers assumed this was important to consumers. More than half of the manufacturers thought consumers would like to see quality marks – on then consumers’ site. This was only slightly more than one-third of the respondents. Opinions differed, especially when it came to the sustainability label. Just under 54% of manufacturers believed that a sustainability label leads consumers to perceive a product as “sustainably/environmentally friendly packaged”. Only 23% of consumers shared the same opinion. The question “Can packaging alone be decisive for a purchase decision?” was answered by more than 80% of respondents with a yes – among manufacturers, only around 68%. Companies should, therefore, not only think about how their packaging should look but also whether it is designed in the way consumers want it to be. About go2market: go2market www.go2.marketshas developed a unique real-life market research tool that works with real supermarkets and real consumers who match the socio-demographics of the particular country where the test is being conducted. The member panel consists of 1,500 people in Austria and 3,000 people in Germany. go2market allows you to see your products through the eyes of consumers. The research and consulting offer refers to the entire product life cycle and includes shopper and consumer behaviour. Manufacturers receive cost-effectively valuable insights and quick feedback. Opportunities include product market opportunities, innovation and trends, packaging design, retail strategies, customer loyalty and brand positioning.

Energy drinks worth billions: The category has exploded in Sweden

Hyped up high-margin product, smartly marketed and nicely packaged. Energy drinks, sports drinks and other functional drinks are a fast-growing segment with sales of just over SEK 3 billion in the Swedish grocery trade. Sales development for functional beverages has been rocket-like. Last year, the functional drinks category had a staggering SEK 2.8 billion in the grocery trade alone, according to figures from Nielsen IQ.

Michelin Guide celebrates ‘resilient’ French cuisine, but wants more women

French chefs Arnaud Donckele and Dimitri Droisneau, celebrate after being awarded a third Michelin star. Launching its 2022 edition, the Michelin Guide celebrated an increasingly green and diverse French food scene, as well as its resilience after emerging from two difficult years of pandemic. Greeted each year with apprehension by chefs and gourmet food lovers, the famous red book revealed this year’s winners in Cognac in south-western France – the first time in its 122 years the ceremony has taken place outside Paris. Two restaurants were awarded its highest distinction of three stars. Arnaud Donckele, 44, known for his extraordinary sauces, shot straight to the top ranking for his new restaurant Plenitude in the Samaritaine department store in Paris. Husband-and-wife team Dimitri and Marielle Droisneau also joined the top rank for their Mediterranean restaurant, La Villa Madie, in Cassis, near Marseille, which judges praised for its “poetic home-style cuisine”. “With 49 restaurants promoted this year, included two three-star restaurants, we see that it is more than just resilience – that the French gastronomic scene is showing incredible vitality and creative power,” said the guide’s director Gwendal Poullennec. “2021 was another difficult year for restaurants. The impact of the pandemic continues to weigh on them. Prices for ingredients are rising enormously and recruiting and keeping staff is a challenge for everyone,” he added. “Despite everything, we have a great selection, but I see that we have too few women,” he said, calling on restaurants to continue the “profound changes” they have been making to improve the imbalance. Green star restaurants Much focus in recent years has been on more minimalist, sustainably sourced cooking, which the guide has been rewarding with “green stars” since 2020. There are now 87 green star restaurants in France, with six new additions in the new guide. Last year’s ceremony, in the midst of a months-long shutdown caused by the pandemic, was a low-key affair with only one chef – Alexandre Mazzia – promoted to three stars. But this year marked a rejuvenation, with a maskless crowd packing out the theatre in Cognac, a small town in western France, with a huge international reputation for its namesake spirit. Created in 1900 by tyre manufacturers Andre and Edouard Michelin as a guide for motorists, it now has editions across Europe, Asia, North and South America. In March, it announced it was suspending operations in Russia due to the war in Ukraine, just a few months after launching its first guide in Moscow.

Advertising Healthy Food: Marketing Strategies to Use

So, you are trying to establish yourself among the healthy food brands already operating in the food industry. You need to think carefully about your marketing strategy if you want to increase your chances of your products being sold to the top food retailers. Healthy products are a big business and there are many consumers making purchasing decisions about food based on the health benefits they offer. What are the best food marketing strategies to advertise healthy foods? It can be a challenge. To help you out in the following post we are going to discuss how to get the most out of any marketing strategy, as well as look at some of the different methods you can use, beyond traditional advertising. Determine your target audience This is important when marketing anything. You need to have a clear idea of who your target audience is for your healthy food products. What market segments are you trying to appeal to with your food items? Are you aiming it squarely at younger people or is it for busy workers who have little time to prepare healthy food? It is likely when you designed and worked on your food products, you had ideas of who you are aiming them for, so this should already be set in place. By extension, you should also identify the segment of the food industry where your healthy food options fit in. This will help with any overall marketing plan you use and get you those all-important sales. Share your story: why have you created your product? When creating a healthy food strategy you need to highlight the reasons why your food items were designed and produced in the first place. Was there an inspirational story behind its creation? Did you or someone you love have a personal struggle, or did you simply identify a pain point that your new healthy food addresses? For your healthier food items to appeal to your target audience, stand out from the crowd and secure sales, you need to make sure the story behind them is as relatable and personal as possible. Share the details: how is the healthy food product made? Consumers are becoming savvier and savvier. To meet the consumer demand for more information, it can put your healthy food product ahead of the crowd if you can show something that makes it unique about how it is made. Even if there is nothing unique in the process, incorporating how it is made into your story can help. Look at what other healthy food brands do and look out for any healthy food trend you can tie in with your healthy food marketing strategy. When talking about how it is made and discussing the ingredients and recipe, keep the following in mind: Highlight health and nutritional benefits – If you are trying to appeal to consumers who are looking to make healthier food choices, you need to highlight the different health benefits and your food’s nutritional content. Highlight any related benefits (organic, environmentally friendly) – It is very often the case that consumers who are interested in healthier foods are also interested in knowing if your food products are organic, gluten-free, dairy-free, and are more environmentally friendly than unhealthy food options. Highlight Any Performance Benefits – if you are interested in not just appealing to consumers looking for healthy eating options, and are suggesting that your products will help enhance their performance in some way, make this a focal point of any marketing. If it will help them to become more productive at work or study, give them greater endurance or just help them to sleep better at night, draw your consumers’ attention to these facts in the marketing. If possible, back up any claims with hard evidence. Back up any health claims with statistics and research – Following on nicely from the above point, if you are trying to suggest that your healthy foods are better for your customers than unhealthy food options, you need to back up your words with concrete evidence from research and statistics. The more evidence from health experts you can provide, the greater the success you will have with any health-related food marketing you use. Don’t forget to talk about flavour – This is rather obvious, but it’s worth noting because, in the excitement of discussing your health products and food’s nutritional and health benefits, you could forget to mention flavour. In any part of the food industry, whether you are marketing healthier foods or not, the flavour is always important. You want healthy food and healthy eating to be appealing to your target audience. Particularly if you are competing with sugary drinks and food. Team up with influencers Influencer marketing can be highly effective, especially for new brands that are looking to benefit from greater cultural awareness. However, you need to be cautious with this, but as long as you are not telling lies or it could look like the individuals or groups involved in your influencer marketing for money. Content marketing and sponsored content marketing are two ways to utilise the help of influencers. Get endorsed by relevant organisations Look for relevant food industry organisations that are involved in healthy eating and encouraging customers to make healthier options. It can help with public relations and gain a growing consumer base if you are aligned with a recognised, relevant and renowned organisation. Summary It can seem very intimidating at first when you are trying to make waves in the food industry and want consumers to take note of the healthier options you are offering. You need to get some perspective and realise that with any marketing strategy, you need to accept that there may be some degree of trial and error involved. A useful guide is to look at other companies food marketing strategies that offer the same kind of healthy foods and products that you offer. Whatever you do, try to hone in on and highlight the things that make your healthy foods stand out. If you need any assistance with how to market your healthy food products, or maybe just need a refresh on the strategies you might already have in place – then feel free to get in touch today and one of our expert team will be on hand to help you!

Veggie cheese sandwich available at Albert Heijn To Go stores.

Albert Heijn has extended its vegan range with a Vegan Cheese Sandwich to suit the ever-growing group of flexitarians and vegans. The cheese sandwich has been developed in a collaboration between Violife and De Graaf Bakeries. The vegan cheese is supplied by Violife and the sandwich is baked at De Graaf bakeries.The cheese sandwich has been introduced at all AH To Go stores and is priced at €2.

French supermarket tills where chit-chat is welcoming growth in popularity

Checkouts where people are encouraged to take their time and chat with the cashier are becoming more popular in France. French supermarket chain Carrefour has launched what it calls ‘Blabla’ checkouts, where customers can take their time to chat with the cashier and have a more meaningful interaction. The idea comes from the Netherlands but is increasing in popularity in France. Carrefour first trialled the service in 2019, with other retailers Système U and Auchan following suit after with their own versions. The initiative was put on hold by Carrefour due to the coronavirus pandemic, but in mid-January this year it relaunched it. The company is now aiming to have at least one Blabla till in each of its hypermarkets around France by the end of March. There are already around 150 shops in France that currently have this type of slow checkout. The checkout is signposted in the aisle and each customer can choose to go through it. The idea is to take the time to talk to people who want to. There is no time limit, and while the checkouts are noticeably slower than traditional tills, customers are reportedly also conscious not to linger too long if others are waiting. It humanises the process The Carrefour in Épinal in the Vosges (Grand Est) has one Blabla till out of a total of 23. Patrick, a local customer, told Franceinfo he liked the idea of it. “I think it’s good. It humanises things a bit more,” he said. “I think it’s probably more pleasant for the cashiers. It’s a difficult job where people are indifferent, they hardly say hello. They are never happy. So I’d say it’s more of a plus.” Corinne, who works behind the Blabla till in the shop in Épinal, confirms Patrick’s belief that it is more enjoyable for the staff. Going against the self-service takeover The launch of the slow checkouts comes at a time when there are increasingly more self-service checkouts in supermarkets in France. Between 2018 and 2021, the number of hypermarkets with self-service checkouts increased from 81% to 88%. This includes 99% of Auchan’s hypermarkets, 92% of Carrefour’s and 95% of Hyper U’s.

UK Grocery Brands Growth Prospects

The UK’s Top 100 grocery brands grew by only 0.6% over 2021, according to recent analysis by The Grocer magazine, as they have had to deal with raw material inflation, Brexit related supply issues, energy costs – and a clampdown on HFSS (high fat, sugar, salt) products from retailers ahead of legislation. This is against a context of a bumper year in 2020 where the top brands added £2billion in sales, before the gradual re-opening of foodservice and other spending opportunities attracted consumers in other directions. Own label has managed to grow its value share of total fmcg from 52.1% to 52.4% with volumes now up to 61.3% of the total market (NielsenIQ). And with inflationary pressures only accelerating in the UK, brands can expect even tougher competition in the coming year. That said, 20 of the top brands did manage double digit sales increases. These included energy drink behemoths Red Bull and Monster, while high end ready meal specialist Charlie Bigham’s added £36m in sales having managed to appeal to many new shoppers during the pandemic and by increasing their range with product innovation. Smaller, more agile suppliers had a tough time in the early phase of the pandemic as retailers favoured larger brands to manage supply chain issues. But many of them now have good opportunities to grow, especially if they can offer good value alternatives.

Protecting our unique red meat brands

The Welsh Lamb and Welsh Beef brands are renowned worldwide for quality, sustainable production and industry-leading traceability. The origin and unique qualities of both have been protected over the years by the Protected Geographical Indication (PGI) status, awarded by the European Commission nearly two decades ago, and more recently by the UK Government’s new Geographical Indication (GI) Scheme. This protection and recognition are of enormous economic importance to the Welsh red meat industry. It has guaranteed the authenticity and integrity of the brands and prevented unfair competition. In the early years, it led to us at Hybu Cig Cymru – Meat Promotion Wales (HCC), the red meat promotion and development agency, to implement a verification scheme for abattoirs and cutting plants. The scheme continues to provide for strict control and monitoring to ensure that only lamb and beef which meet the specifications is labelled as Welsh. These insist that an animal was born and reared in Wales, is fully traceable and is slaughtered and processed in an HCC approved abattoir or cutting plant. Using the PGI status to protect the unique qualities of Welsh Lamb and Welsh Beef, together with promoting the sustainability credentials of the products, is key to their success. It has led to greater sales and enhanced reputation in key markets, including many export destinations with 40% of Welsh Lamb being sold overseas. And then we had Brexit. There was nervousness in the industry regarding the future of PGI protection within the UK and EU; it was a protection that was too valuable to lose. A major relief was felt when all product names protected in the EU also became protected and mutually recognised under the new UK GI Scheme from 1 January 2021 – and this included Welsh Lamb and Welsh Beef. It now means that our red meat brands are protected by both EU and UK legislation. We at HCC are working with the industry to adopt a dual approach for Welsh Lamb and Welsh Beef branding where the PGI logo will continue to appear alongside the Welsh Lamb and Welsh Beef logos, with the EU logo used on products sold into the EU, and the UK logo used on products sold elsewhere. Similar to the EU Scheme, the UK’s GI Scheme guarantees a product’s characteristics or reputation, authenticity and origin. It protects the product name from misuse or imitation. With more and more consumers demanding that the food they buy can be traced back to its origin, HCC has taken things one step further by taking advantage of the latest traceability testing science to provide further guarantees to the public on the origin of lamb and beef. Forensic ‘origin fingerprint’ technology, undertaken by world leaders Oritain, has been used since 2018 to reinforce the PGI promise and deliver the ultimate in farm to fork traceability for Welsh Lamb and Welsh Beef. The use of such innovative technology is unique for a GI product and has won food industry awards. It cleverly analyses trace elements and isotopes, which animals absorb from their natural environment and the grass and water that they consume, to establish a distinctive Welsh ‘fingerprint of origin’. We collect samples for testing from anywhere in the supply chain, anywhere in the world to ensure consistency with the Welsh origin claim. The agreement with Oritain, in addition to the protection through the EU and the UK legislation, means that Welsh Lamb and Welsh Beef’s excellent reputation for traceability and quality is maintained among consumers in the UK and beyond.

Colruyt and Albert Heijn limit price increases

The price level at Colruyt and Albert Heijn remains significantly below the market average, despite a general increase in costs for raw materials and energy. Other supermarket chains have been increasing prices, according to Retail Detail. It was expected that at the beginning of this year prices of food would rise significantly in supermarkets: almost all manufacturers were forced to push up their prices to their customers because of the rising cost of energy, transport, wages and raw materials. However, not all supermarkets are passing on these price increases to consumers to the same extent, according to a new price survey by Daltix reported by De Standaard and Het Nieuwsblad. Market leader Colruyt and challenger Albert Heijn seem to be engaged in a price war: in the past three months, both chains remained significantly cheaper than their closest competitors. The difference has become even bigger: in one year, the prices for private labels and branded products together rose by 4% at Delhaize and Carrefour, at Colruyt and Albert Heijn this was only 2%. Albert Heijn is attacking Colruyt’s lowest price position with a limited number of low-priced items, according to the analysis. For other products, the chain is more expensive. Overall, Colruyt remains 8- 9% cheaper. It is worth noting that the price comparison does not take into account the personalised price discounts that for example Delhaize offers to customers with a SuperPlus account.

Vegetable alternatives appeal to Italians

From an analysis by the Gfk Consumer Panel, a growing interest in plant-based food products has emerged, in terms of both purchases and consumption. If possible to define as a category, that of plant-based foods are substitutes for meat, fish , milk and any other products of animal origin. Given the growing interest in these products, the GfK Consumer Panel conducted research on Italian households to investigate further trends in attitudes in consumption and purchasing. The analysis showed that over the last year the plant-based market has grown considerably with more than half of Italian families purchasing the category frequently ie around 10 times a year. Purchases of plant-based products, often driven by consumer health needs (rewarding above all organic and free from products) are no longer an exclusive choice for vegetarians, vegans or meat reducers in general but a real alternative to more traditional food for all family members. In fact, 40% of families surveyed do not have specific dietary needs yet they are nevertheless responsible for 27% of purchases in terms of volume of total plant based. In this category, the richness of the range is relevant for consumers who seek innovation, so much so that in the last 2 years purchases of these types of products have grown by 11%. The survey was conducted on almost 13,000 families and results indicate that whereas in 2019 48% of families bought such products, in 2021 this has risen to almost 55%. As for meat substitutes, over 850,000 families confirmed purchasing them in 2021, mainly families with a younger profile who tend to live in the north of Italy, in large cities and with a higher socio-economic profile. In plant-based gastronomy, the two main segments are represented by burgers and finger food, which in the last year alone have achieved 2% more penetration. The category certainly deserves more and better space in the stores, given the growth in penetration in all channels, especially in discount stores and online, which have greater growth potential.

The Food industry’s role during wartime

Although access to food is absolutely necessary for human survival, there seem to be no clear plans in at least Sweden and Denmark to secure food production in a crisis. Food production is widely based on foreign supply of even most essential products and for several retailers the whole distribution set-up and stock holding is based on only a few days of shelf stock. And most products have short shelf life. We at Green Seed Nordic actually have had requests in recent weeks to find long shelf life products and products that are efficient in terms of fulfilling basic nutritional needs .In several Nordic countries stockpiling is talking place as we speak, canned food is on the rise as one example, bottled water is another. In a new analysis Swedish firm Macklean outlines the challenges and opportunities in Sweden and Finland. Sweden’s crisis preparedness lacks a robust food supply whereas Finland already during the pandemic showed that it is well prepared. Being prepared means that state and private owned companies have an operational plan with a clear structure in place that both are committed to. It involves alternative access to energy supply to be able to maintain food production. A state-owned storage system and security of supply and a distribution set-up being able to deal with extreme crisis, or war. “The time for advance warnings in military crises has been shortened and the threshold for the use of force has been lowered. At the same time, society’s vulnerability has increased”, according to Finland’s security plan. State security warehousing to ensure domestic supply, so that the amount available in the country corresponds to the average consumption of human food for at least six months is in the plan. In addition, safety stocks of certified seeds, protein crops and other goods necessary for primary production can be maintained. Sufficient financial resources are reserved for plant breeding and maintenance of various varieties. There is a clear goal for Sweden’s total defence: the country must be self-sufficient for at least three months in case of crisis – but there is no concrete plan and structure for implementation. It lacks a robust food system that can secure food supply for more than three months, showing vulnerabilities in both primary production and industry, distribution and trade. A defence strategy not only involves a military strategy but also, amongst many other things, a clear food supply system. It also forces reflection to be given to which products are absolutely necessary and how can we in the food industry develop new products. The covid crisis opened our eyes. The Ukrainian war situation show that action is needed.

Germans Know The Advantages Of Vegan Diet, But…

A survey with a sample-size of 1,000 was recently carried out for Lieferando and reported in the trade magazine “Food-service”. Results indicated that 88% of Germans would consider one day cutting out animal-based products from their diet. Many are however still reluctant to take on completely the vegan way of life and remain somewhat sceptical. 68% consider that a vegan lifestyle is better for the environment, 60% consider it better for ethical reasons and 65% say it is healthier. Young consumers are more pro-vegan than older ones. 74% of 18–24 year-olds think that a vegan lifestyle is important in the fight for climate change. And 39% of 25–34 year-olds eat plant-based several times per week, but this reduces to only 13% amongst 56–65 year-olds. One half of this older segment never eats vegan. A half of 18–34 year-olds are ready to replace their meals with vegan alternatives, but this is reduced to 24% of 56–65 year-olds. Only 3% of Germans would consider converting completely to vegan food. This compares with 13% who would consider a vegetarian lifestyle and 21% who would explore a flexitarian way of eating. Not only one’s personal opinion matters to influence opinions about eating habits. 39% of Germans are influenced by people who are close to them, this increases to even 64% amongst 18-34 year-olds. The reason why so many Germans are not ready to switch completely to vegan food is that 50% state they would miss the taste of animal-based products and 35% consider vegan food to be expensive. Only 15% of consumers think that eating out or ordering vegan food is more complicated than for normal food and 9% do not exactly know which products contain animal-based products or not.

World Premiere In Oslo: New 7-Eleven Concept Combines Convenience & Discounted Pricing

Oslo was the venue for the world premiere when 7-Eleven Market opened the doors to the first store in its new concept. The store promises a wide selection of groceries – at prices that match discounters. Low prices for people on the go. 7-Eleven Market offers freshly baked, drinks, fruit and vegetables as well as simple ready-made meals. The price promise to customers is to match “big sister” discounter Rema 1000’s prices on the 100 best-selling products in the grocery category. Mariette Kristenson, former CEO of Reitan Sweden now with a similar position at Reitan Convenience, says that the company “challenges and explores the convenience concept of the future with 7-Eleven Market”. – Street food, organic cheeses, smoothies, juices and vegan alternatives are just some examples of what is offered.  

France Launch Its First Entirely Vegan Butcher

Carrefour has launched the first-ever Vegan butcher. The collaboration with Dutch brand, ‘The Vegetarian Butcher’ promotes a plant-based diet for the meat-loving French. The retailer will have various alternatives on offer including Soy-based mince at €13.90 per kilo, Chicken-style chunks, Burger patties at €12.90 per kilo and ‘Chicken’ nuggets. Carrefour said on social media, “Bringing these two types of products together simplifies the shopping experience for our customers who want to go vegan. Carrefour is the first major retailer to market these delicious products that have already won over Burger King.” Vegan butcher shops are becoming increasingly popular, with shops opening in Chicago, Minneapolis, and the UK among other places. Most recently, France decided to get in on the trend and has opened its very first vegan butcher counter! The vegan butcher shop will be opened in a corner of the supermarket chain and will feature vegan options mechanized in a butcher shop-style manner. The news of the vegan butcher shop opening in France shows just how much the market is changing. France is notorious for consuming a lot of animal products and having low rates of veganism, but a report from the research institute Xerfi revealed that sales of vegan and vegetarian products are slowly increasing. Between 2019 and 2020 alone, sales of plant-based products rose by 17%. They expect the market value in the country to increase to around $700 million in the coming years. It’ll be interesting to see how the market continues to shift in favour of plant-based products.

How The Supermarket Must Reinvent Itself 

Will the supermarket survive the twenty-first century? A somewhat provocative question, you may think, but it must be said that the corona pandemic has accelerated a lot of developments to an improbable degree. The final breakthrough of online grocery shopping was particularly remarkable: a few weeks of lockdown were enough to make a jump of about five years into the future. Suddenly, the market did seem ripe for new, digital business models: meal boxes, home delivery, direct-to-consumer models, ultra-fast bicycle delivery… they all want to make life as easy as possible for the pampered consumer. Digitalisation allows for personalised service at the beck and call of consumers. Via the smartphone, everyone now has access to an endless range of products and an infinite variety of services. But in a fragmented, colourful and digitised society, there is no longer any place for the uniformity of the hypermarket and supermarket. The rapid emergence of new, digital distribution platforms and channels is threatening the market dominance of the large traditional concerns. Food is becoming a service, controlled from the cloud. Meanwhile, in the background, there is a threatening battle for scarce raw materials. The combination of population growth and climate warming is putting enormous pressure on supply chains. The question explodes: how can we feed 10 billion mouths in a healthy and sustainable manner by 2050? Food production must double, but we only have one planet. Moreover, human life on that planet is in danger: climate disasters cause harvests to fail, global warming makes some areas unlivable in the long run and therefore also unusable for agriculture. The food system needs a radical overhaul. In short: food retail is in a perfect storm… These evolutions are forcing supermarket players to radically reinvent themselves. And rightly so, after fifty years of virtual standstill. Food retailers will optimise the use of their valuable square metres: less space for displaying products for routine repeat purchases – because those purchases will largely shift to online or even be automated – and more space for solutions, inspiration, entertainment and logistics. This requires a new shop layout, no longer based on logistical requirements but on consumer expectations and/or the time of purchase. The supermarket of tomorrow will not work without advanced data applications: personalised promotions, dynamic pricing, temporary flash sales or intelligent cross-selling will be the new normal. Instead of taking products from the shelves and putting them in the trolley themselves, shoppers can use their smartphone to scan and pay, and the groceries will be ready at the exit a little later or be delivered to their home in record time. Everything is possible. Online and offline are merging completely. In order to make this happen, part of the shop floorcan be transformed into a dark store: the logistic hub from where online orders are prepared in record time, both for customers who come to collect their shopping on site (Click & Collect) and for people who have it delivered to their homes in the region. So why would shoppers still come to the shop? The fresh food experience is (part of) the answer. A fresh market with local suppliers, inspiring cooking classes, tastings and workshops, live cooking, surprising themed events … In short: the market returns to the supermarket. In any case, supermarkets of the future can only exist if they are sustainable, stocked with new techniques and ingredients, built on circular principles and more efficient with packaging and food waste. If we want a future for food, we will have to open up to seaweed and fish from the same underground tank, in-vitro chicken nuggets from the 3D printer that no chicken died for, or a mealworm croquette. Above all, that supermarket will be part of a much larger ecosystem that serves the consumer at his beck and call through a multitude of advanced solutions and channels. The supermarket of tomorrow is a data-driven platform.

Flexitarians Looking For More Plant-Based Chicken When They Eat Out

Research conducted by Quorn has found that over half of flexitarians (52%) eat out at least once a week – and 40% of them eat plant based at least half the time when they select their meals. Plant-based burgers are the most popular item, but consumers would like more alternative chicken products to be available. Retail volumes of meat-fee products were up 15% in 2022 on the previous year’s Veganuary (this year’s Veganuary signed up 629,000 people worldwide). Meat alternatives now account for ca 2% of the total meat, fish and poultry category and are purchased by 9% of households, according to the AHDB, who add that growth of meat and dairy alternatives slowed in the first 3 weeks of the year.

Better For The Planet & Better For You – A Top Priority In 2022 For Spanish Food Companies- 

Spanish companies have strongly started to deliver on their promises to improve sustainability strategies with 82% of them already putting in place measures against greenhouse gas effects. There has been a reduction of 25.8% of carbon emissions and there are 33% more projects now in place for carbon compensation. According to the recently issued «I Informe de Sostenibilidad en las Empresas del Gran Consumo y Sectores Afines», prepared by AECOC, the Spanish Association of Manufacturers and Distributors, 86 % of companies have started to implement sustainability actions in their production processes and 75 % are also acting upon logistics and transport. 72 % have applied improvements in their central services. Cinta Bosch, AECOC Sustainability Chief, declares: ‘reduction of environmental impact is already one of the main strategic pillars of Spanish food companies.” As regards circular economy and packaging strategies, 87.8% of the companies have reduced their plastic consumption, with a reduction of 22% of the plastic materials used in the production and packaging processes. In terms of renewable energies, according to the survey 58.2 % of the energy currently being used comes from renewable sources, and the companies have established as an objective to achieve a level of 70% in the years to come. According to the survey in the part related to “Better-4-you” 77% of the companies are also establishing measures to incentivise healthier lifestyle habits.

US Trade Shows – Is There A Right Time To Exhibit Or Attend?

Trade shows in the US are a critical part of launching in the market and are an essential investment for aspiring food and beverage brands. In a country so physically large and with a fragmented retail structure, trade events are an efficient way to meet customers, distributors, brokers, research companies, marketing agencies and investors, who are all focused on the food industry. Emerging from a two-year hiatus, many suppliers have benefited from the cost saving of no trade shows but now they are beginning to realize their importance and are missing the industry connections. I am frequently asked the question: when is the best time to attend and exhibit at US a trade show and which shows are the most effective? The answer is, it depends. It depends on a number of factors like: the category that your product competes in, the characteristics of your brand, your trade channels, whether you have a regional or national plan, and at what stage are you with market entry and US development. Finally, it depends also on your budget; as show entry, exhibiting, staff, accommodation, and travel in the US is expensive. My first rule of thumb is: if you’re not selling yet in the US, don’t exhibit yet. If you’re at pre-launch stage, consider just attending the show, it’s a great way to do some research on the competition and network for possible sales and marketing partners. Try to set up meetings with them in advance but remember it’s unrealistic to expect retail buyers to make appointments at shows with a new, speculative company that is maybe not ready for launch. Sometimes country pavilions at shows are a good start point to exhibiting early, to get feedback on your product and packaging but unless your set up to supply, many buyer leads can go unfulfilled. When you are at launch stage (i.e. when you have product and packaging adapted for the US consumer, US barcodes, have sales materials ready, a supply chain set up and have identified your appropriate customers, distributors and sales resource), then you could consider exhibiting. Even then, unless you have a big budget and are not concerned about revealing yourself to competitors too early, I would carefully consider waiting until year two, when you have product availability in distributor warehouses. While you may be dreaming of meeting an important buyer from one of the larger retail supermarket chains, the reality of starting up in the US market is that it often involves building brand strength in a series of smaller regional and local customers, who are serviced through national and regional distributors. An effective trade show will enable you to meet literally hundreds of retail buyers who will want to know which distributors you are available in, to place purchase orders to get your business going. There are the four big national shows that cover a wide range of food and beverage product categories: 1. Natural Products Expo West (Anaheim, CA in March) which is the largest of them all, and then the East coast sister show, 2. Natural Products Expo East (Philadelphia PA, in September), these cover natural and organic classes of trade plus the many larger mainstream retailers attend too. 3. The Summer Fancy Food Show (New York in July) and the smaller 4. Winter Fancy Food Show (usually on the West coast in San Francisco in January) targeting specialty channels but again attracts big supermarket chains. There are also category-specific shows like IDDBA (the deli and bakery show), and the All Snacks Show (Sweets and Snacks) that are very impactful for their more specific product areas. The most effective selling shows can be those run by the distributors like UNFI and KeHE. The smaller regional shows are less expensive and less busy, giving you time to build closer relationships with buyers and broker teams. If you need advice about US trade shows and how to enter the US food and beverage market, please feel free to get in touch. Green Seed North America has a team of 20 sales, marketing, research and operations consultants that have a track record of successfully launching brands to the US retail trade. David Wilson david.wilson@greenseedgroup.com

Functional Beverage Market: Size, Growth

Functional beverage is a term that is used to describe a multitude of different types of drinks from ready-to-drink beverages to herbal teas, sports drinks, energy drinks and more.

French bakers in pain over cut-price supermarket baguettes

French bakers have taken aim at a major supermarket chain that is offering inflation-busting low prices for baguettes, saying the move will undermine competition in one of the country’s prized industries. Customers in Leclerc stores were greeted with the new baguette price — 29 cents (24p). That is 10 cents cheaper than Leclerc competitors Intermarché and Super U, and 16 cents less than at Carrefour stores. Meanwhile, the average baguette price in France is 90 cents. Bakers, farmers and millers came together the following day to attack Leclerc for its campaign. Stirring the ire of five key players in the industry that branded the measure as “shameful” and “destructive” in a joint press release signed by the national farmers’ union FNSEA, the National Association of French Milling (ANMF), the National Confederation of French Bakery and Pastry shops (CNBPF), the organization representative of the French cereals sector Intercéréales and the General Association of Wheat Producers (AGPB). “Just when the government and all our professions are working to pay farmers fairly, Leclerc launches this campaign that destroys values,” they said, accusing the supermarket of “demagogy”. In the joint statement, the five organizations emphasized the difficult circumstances they said they are facing. For many years now, they said they have been fighting to be paid more fairly, while the price of wheat has exploded worldwide in recent months, and production costs are also increasing “strongly.” “We’re trying to keep up jobs and quality, there’s a price for that,” the head of the ANMF millers’ association, Jean-Francois Loiseau, told AFP. “We have to pay people properly, those who plant, harvest, who gather the grain and make flour, those who make the bread. What Leclerc is doing is shameful,” he said. Leclerc boss, Michel-Édouard Leclerc, told business magazine Capital that prices for baguettes in his shops has been about 30 cents “for at least a year”…“In an environment where [prices for] everything are going up and will keep going up, we wanted to send a signal that Leclerc will keep prices accessible for consumers,” he said. “Players in this sector have to accept that Leclerc shops have control over their relationship with consumers,” he added. After an increase in 2021, the purchasing power per household in France is expected to fall by 0.5% in the first half of the year according to an assessment by the National Institute of Statistics and Economic Studies (Insee).

Aldi: New shop concept in Belgium

Aldi is launching a new shop concept in Belgium, in which the fresh food offer is given an even more prominent place. More attention is also being paid to the changing promotions: the retailer is bringing the logic of the brochure to the shop floor. Responding to customer needs The innovation fits in with the evolution Aldi has been undertaking for some years now: the retailer is investing heavily in fresh food, for example by adding its own range of pre-packed meat in all its shops and by developing a range of bulk fruit and vegetables. “People come to the shop more often to buy fresh products. So we link our layout to the needs of our customers,” says sales director Koen Piessens. “This way, the shopping trolley can be filled immediately with what is at the top of the shopping list.” At the entrance Aldi welcomes its shoppers with a real fresh market. All fresh products are displayed here: fruit and vegetables, fresh meat, fresh fish and chilled convenience products such as pre-packed salads, fresh fruit juices and other prepared meals and drinks.

Sweden the Food Valley

Sweden is one of the most innovative countries and a country in which it’s easy to start and run companies. Sweden was “early to digitalize,” citing a government-subsidized program for home computers in the 1990s that spread IT-competence to the whole population. Swedish consumers are demanding and open minded to new ideas and the composition of the population is globally representative. Often Sweden is used as test market for international food and beverage brands. Companies are characterized by having a flat organizational hierarchy combined with a high level of education and a system where company taxation first applies when gains are realized. Swedes invest almost half of their money in equities and other financial instruments. As a result, there are also considerably more stock market flotations, because young Swedish growth companies see the opportunities that the capital market offers, they do not shy away from the stock market. Sweden has a tradition for innovation and you see it today not only in the food and drink sector itself with a lot of new innovative food brands like Nicks, Oatly, Proteinella, Vitamin Well but also new ideas built around the food sector like Food waste companies Karma, Whywaste or even Food diet systems like Lifesum or Saveggy, a startup with a patent pending food-safe spray that extends the shelf-life of vegetables, or Epicdenter a rice-sized microchip that sits under the skin to take contactless payments, or Matsmart that saves perfectly good food from being thrown away. In fact the development is speeded up by even more capital going into the industry and potentially future global Nestlé´s and Unilevers are being built rapidly like the Humble Group a young, dynamic and innovative FMCG group. The group consists of +20 business companies that operate in fast-growing segments such as sugar reduction, functional food and sustainable beauty and health. The company is listed on NASDAQ First North based in Stockholm. The country has also been a frontrunner in the world when it comes to health and sustainability regulations in food and agriculture, which has led to one of the most sustainable food systems in the world. With the megatrend of sustainability accelerating, in combination with a highly technical skilled community, Sweden is well positioned to export food products, solutions and innovative techniques. The interesting question is how can a highly taxed and over regulated society with a large public sector and very expensive welfare state be the centre of food tech and innovative food and beverage brands. Could it be that it is not because of but due to this that Sweden has the third highest startup rate in the world, behind Turkey and Spain ? Stockholm is second only to Silicon Valley in terms of unicorns – startups valued at above $1 billion and Sweden ranks second in the global Innovation Index 2021 after Switzerland but before United States that is rated 3. Many small food startups are already in an early stage taking the big global view and are trying to attract external private capital for growth and you already see several so far unknown brands making their way into export. In a way brands like IKEA and H&M have already shown the way. Today there are not just a few but hundreds of ambitious Swedish companies: a lot of these are food and drink companies following the same pattern and it seems like the financial back-up is in place for further expansion.

The Food Retail 2022 Annual Report analyses the trends that mark the development of packaged consumer goods

The propensity to save is driving the distribution world, but it is not the only trend. This can be seen from the analysis of the dominant trends in consumer-packaged goods over the last year published in the 2022 edition of the annual report on Retail prepared by the magazine FOOD. THE PREMIUM TREND Based on IRI data for 2021, in fact, the search for value is the other prevalent trend. “Our monitoring – says Gianpaolo Costantino, economist and IRI consultant – reveals a strong premiumization of purchases, that is, they record a clear willingness of consumers to look for products characterized by high rates of quality and service or by specific and distinctive characteristics”. The proof comes from the numbers: healthcare has, for example, continued its run, as shown by the trends achieved by sports nutrition, with a 30% jump since the beginning of 2021, and by the now wide range of gluten free products, with sales increases ranging from +5% to +50%. The main trends that already emerged before the outbreak of the health emergency have not been affected by the Covid pandemic”. In packaged mass consumption, therefore, two opposing and at the same time complementary souls coexist: on the one hand, the search for convenience, which mostly benefits the discount stores; and on the other hand, the quest for value, where mainstream retail is the main beneficiary . A combination that promises to bear fruit in retailer accounts in the near future.

Introducing Green Seed Poland

Welcome to Marek Schejbal, Managing Director, Green Seed Poland, the latest addition to the Green Seed international office network. Marek has substantial food industry experience in the Polish market, having previously worked for advertising agencies and several UK exporters, as well as in association with the UK’s Department of International Trade and meat export sector. His expertise also spans other Eastern European markets. More from Marek on local export and manufacturing opportunities in our next edition!

Green Seed Group at IFE

Will you be attending the IFE Exhibition in London 21-23 March 2022? It would be great to see you in person. Key members of the team from across our entire office network will be there and we have our own meeting space at the show. If you would like to arrange a meeting, or just pop in for a chat, do let us know: swaring@greenseedgroup.co.uk

Can you keep up with a Gorilla?

Online groceries It was disappointing to see that Kaufland (Schwarz Group) could not get the online grocery model in Berlin to work. They stopped deliveries at the end of 2017. A lot has happened in the world of e-food since then. Not only in Germany. While established grocery retailers with bricks-and-mortar stores are fine-tuning their delivery services, others keep on experimenting and even more are just taking baby steps. The existing trend to shop online has been fuelled by the pandemic and is reflected in growing online grocery sales. Who would have thought that discounter Aldi would ever deliver groceries to your doorstep? Hofer (Aldi Sued) is currently carrying out a test in Vienna and the sector is excited about the outcome. Will Aldi be able to make it work? If they roll this service out in other countries, it would have a major impact on online grocery sales. But there is no time to be wasted. Even though the share of online groceries is small in comparison to bricks-and-mortar sales – Germany bringing up the rear with only around 2% – grocery retailers cannot afford to focus only on the development of their existing delivery systems. They are building alliances and even taking a share in new players that take the concept of delivered groceries to the next level. Q-commerce They are sprouting like mushrooms: “Q-commerce” or on-demand grocery delivery services with funny names such as Gorillas, Getir, Flink, Knuspr or Grovy. A new name pops up virtually every week, promising to deliver groceries to your door within 10 minutes. These new players have entered the market fighting hard for customers and market share. Quick-commerce is still a niche market within online groceries but investors see great potential. In 2021, € 6.7bn venture-capital was invested in these newcomers – a significant increase from € 400m in 2020. Germany, which is comparably underdeveloped in online grocery sales, plays a key role as the largest European market for the growth of Gorillas etc. Opportunities all around The latest format of on-demand grocery delivery creates new opportunities for retailers and industry alike. Q-player Knuspr (Rohlik) has recently started to offer Marks & Spencer products in Munich, bringing M&S food to Germany again after the closure of M&S department stores in 2001. Gorillas has expanded private label cooperation and works with Casino Group in France (focus on Monoprix and Franprix) and with Tesco in the UK. The level of opportunity to team up with fast moving Q-commerce certainly differs from country to country but potential exists everywhere. For example, several on-demand delivery services are currently still looking for exclusive brands or partners to further develop their private label portfolio, in particular regarding their drinks, vegetarian, vegan and fine food product ranges. Business with such an agile on-demand delivery player across various countries can rapidly become more important than with your domestic customer that you have developed over many years. If you have not yet established contact to Gorillas & Co, don’t wait too long. You may miss a business opportunity and definitely want to have a foot in the door before this market segment starts to inevitably consolidate. Shortly after the editorial deadline, this article may not be up to date anymore – the Q-commerce market will already have moved on… Nicole Guenther Managing Director, Green Seed Germany nguenther@greenseedgroup.de

Local Food Marketing – The Most Effective Ways to Market Your Products Locally

Although it can seem like quite a nightmare to find a supply chain in food production, the truth is that food systems are changing. More and more people care about what they eat, the impact that it has on their health, on the environment, and on others. This has led to an increase in people wanting to support local foods by buying from vendors directly or excepting to see it in their grocery stores, favourite restaurants, etc. So, how do you go about marketing local food in the modern era? 7 Ways to Effectively Market Your Local Food Prioritise competitive pricing Generally speaking, people will pay more for food that they know has been ethically sourced and is local to them. However, the price is a big issue with promoting healthier, well-sourced foods. Although people will pay more for it, having too big of a price difference will steer your customers away. Instead, they will opt for the cheaper grocery store food, even if its taste does not match yours. Now, of course, in order to produce top quality food, chances are that the production costs will be higher than chain store basics’. That is why it is always best to research the general prices for the food that you plan on selling, and of course, you should make a profit, but remember to keep the prices reasonable. Preparation is vital. Keep in touch with the local food market The best way to reach your local customers will likely be through their local corner shops and stores. Whether they are small convenience shops or big supermarkets, you should make contacting them a priority. Given the greater demand for well-sourced local products, there are plenty of chains and shops that are looking at sourcing their own in-store products from local vendors. There could be potential for you to sell most of your food through them, so it is definitely worth setting up a conversation. The best thing for you to do would be to visit as many stores as possible – and do negotiate your terms! Contact local restaurants The best restaurants use only fresh produce. Thankfully, for many restaurant owners, that means using local foods from local production. It is an excellent way of knowing where the food comes from, being able to test the quality directly, ensuring grocery distribution and even encouraging more people to eat there. It is therefore always worth contacting local, independent restaurants, and even cafeterias in schools, to ask whether or not they are interested in supporting their local food sector. Local food networks (and local food sales) thrive when communication is pure and simple. Go to farmers’ markets Farmers markets are growing increasingly popular, and they can be real treasure chests for sellers and consumers alike! They are also a great way of meeting your customers directly and getting to talk to them about your food. When people make a personal connection with a product, they are far more likely to buy that product again. Direct to consumer sales have proven to be extremely efficient for even the most complex of supply chains. In fact, having met and spoken with you at a local market, should your customers come across your food in their own local stores, they will be more likely to pick it up there as opposed to opting for the store brand. Moreover, your customers may be able to taste your product at local markets, which will incite more people to come and try before they buy! Consider your packaging Depending on the food that you produce, you may need packaging. Packaging has always been a major marketing tool, but now more than ever before, people are judging the quality of the packaging before even looking at the produce inside. This applies to the local sector and marketing channels, too. For example, if a consumer comes across eco-friendly, reusable, and/or compostable packaging, they are more likely to buy the product than one that has been irresponsibly and insensitively packaged. From there, you can start to look at the design. Good packaging should represent your brand. That is why it is best to have a recognisable logo that your customers will easily be able to recognise when they see it. It should be inviting and even tempting! Meet the people As mentioned, creating connections with your consumers is the best way to get new buyers and to set up loyal, long-lasting relationships. If you do not have the opportunity to meet your customers at farmers’ markets, enquire about meet and greets at the shops where your food is sold. Most big chains and local shops hold fairs to invite more customers in and frequently invite their local producers to come and showcase their products. It is best to bring plenty to sample, a good story or two about your brand, and a smile! Tell your story Beyond great food quality, a great story really does sell a product. Telling one’s business story directly to people isn’t enough, however – especially nowadays when you may not have the opportunity of meeting all of your potential customers. That is why it is best to find another way of telling your own story – social media is an excellent way of reaching a wider audience, marketing your food, and telling your story without heavy costs. The more you engage with your audience on social media, the more return you will get. If you would like an even more professional look, then why not try setting up your own website? How To Help Your Customers Find You as a Local Food Vendor? As mentioned, there are a few ways of helping your customers to find you, most of which involves you getting out and about! Look at local food sales, local markets, farm shops, grocery stores, etc. A good marketing strategy is to map out your marketing strategies on paper, in a sweeping overview, rather than to tackle everything ad hoc. Remember that you are not the only local food producer. There will be plenty of local farmers looking at using the same local food networks as you, so go from major retailers to smaller local product sales to better ensure your growth! What is the Consumer Demand for Local Food? The consumer demand for local food has been on an incline for quite some time, with more and more people caring about what they eat, how it is made and indeed where it comes from. There is a big market for eco-friendly, cruelty-free, healthy, organic food on local scales, increasing the value of locally sourced foods steadily over time. People buy local food because they want to support genuine local business, too. You don’t need a rudimentary understanding of regional food networks to appreciate this. Sell homegrown produce to your local economy, and you’ll find firm fans for life. Read more about most innovative food marketing techniques to help you gain more ideas for your business.

Together with Sweden, the Netherlands leads the way in online shopping

Research by PayPal shows the Netherlands has the highest penetration score together with Sweden in terms of online purchases. More than 80% of the Dutch population has purchased online at some point. In Portugal, for example, this is only 65%. More than 64% of the Dutch population have ordered online meals from in-home delivery restaurants. Here Greece scores the highest with 65% and Sweden scores the lowest with only 33%. Saving time, being able to order all groceries at once or being able to find the best deal are all key motivations for online shopping. Reasons for not buying online include, amongst other factors, being able to see groceries first before buying them and online groceries being considered too expensive. Motivations for not purchasing meals online include the perception that offers are not healthy or a preference to buy directly from local restaurants.

New Regulations For Overseas Food Exporters To China

From 1 January 2022 new regulations have come into effect for overseas food exporters to China. Food companies and brands have to register their company at the General Administration of China Customs (GACC) and may also have to adjust their packaging. The new regulation was issued to implement provisions of the Food Safety Law on the registration of overseas food production enterprises importing food into China. It extends the registration scope of food production enterprises to all food manufacturers, processors and storage facilities. The product scope includes all food products, except food additives and food-related products, which are defined by the Food Safety Law of China as food packaging materials, detergents, disinfectants, and tools and equipment used in food production. The registration procedure depends on the product category: Group No.1: 18 categories of food for which registration is recommended by the competent authority of the country of origin, including: meat and meat products; casings; aquatic products; dairy products; bird’s nest and bird’s nest products; bee products; eggs and egg products; edible fat and oil; stuffed pasta; edible cereals; industrial grain milling products and malt; fresh and dehydrated vegetables and dried beans; seasonings; nuts and seeds; dried fruits; unroasted coffee beans and cocoa beans; special diet foods; and health foods. Group No.2: Other foods not covered by the above 18 categories. Factories manufacturing products covered by Group No.1 must first obtain recommendation from the competent authority (defined as the government agency responsible for food safety) of the local jurisdiction to register the factory. There are also detailed requirements for the registration dossier including, if required, food safety documents, facility design, and manufacturing process flow chart. Facilities manufacturing products covered by Group No.2 may apply directly for facility registration with less stringent document requirements. Once the new regulation is implemented, the GACC has more administrative enforcement tools regarding food import, for example when there is a major animal or plant disease outbreak or a significant change in the food safety situation in the exporting country. Or when the overseas production facility violates relevant Chinese laws and regulations. Foreign brands exporting to China should pay particular attention to the section in the new policy regarding packaging regulations for certain types of products. Compared to the previous regulations on imported food introduced in 2013, the range of products requiring printed Chinese labels on their sales packages has been extended to include sports nutrition, supplementary food for infants, supplementary food for pregnant women and nursing mothers, formula products for medical use, and imported health foods. Selling through cross-border e-commerce (CBEC) channels could be a worthwhile alternative, as the new regulation on imported food product packaging does not apply to CBEC. Brands which cannot take timely action to comply to the new regulation, may still sell the stock originally scheduled for general import through CBEC channels. In the meantime, overseas food exporters can prepare for future export under the general trade model.

The eCommerce Imperative in the US

It’s no secret that the pandemic has caused many paradigm shifts in human behaviour, including the digital revolution that saw a seismic acceleration of ecommerce grocery purchases. According to one McKinsey study, the US leapt forward an entire decade in the span of 8 weeks with many shoppers opting for curbside pickup or grocery delivery for the first time. These new behaviours are expected to stay and will require a change in the way brands think about their ecommerce activity from merely ‘checking a box’ to a fully integrated component of their business strategy. What does this mean for brands? The number one question received from consumer inquiries in the US is “Where do I find the product?” Until a brand has significant brick & mortar retail penetration, this question can be difficult to answer and result in inefficient marketing spends and missed sales opportunities. Therefore, for new brands entering the US, having ecommerce placement with your product available to ship nationally is crucial to take advantage of early consumer interest in your brand while waiting for traditional brick & mortar call cycles and planogram resets to take place. A well-integrated ecommerce strategy should not only complement a brand’s brick & mortar strategy but work synergistically. It is first necessary to understand the landscape and the main ecommerce channels: (1) brand-owned direct-to-consumer website (D2C); (2) online marketplaces such as Amazon and Thrive Market; and (3) online retailers such as Walmart.com. Each channel certainly plays a part in overall strategy, but each comes with its own set of challenges – especially early on in a brand’s lifecycle. Online retailers are often gated until a brand has brick & mortar acceptance, as is the case with Ahold Delhaize-owned Peapod. Online marketplaces like Amazon are also more nuanced in the US, with the ability to sell via Amazon Seller Central (fulfilled by Amazon) gated until brands reach a certain size and can build the business case to earn space in Amazon warehouses. Instead, brands must begin with Amazon Vendor Central, which requires fulfilling their own orders either inhouse or via a 3rd party fulfillment provider and generating demand in hopes of one day being able to go direct with Amazon and realizing greater profits. Given these challenges, it can be beneficial for brands to focus on a direct-to-consumer website to start. D2C can serve to validate brand fit in the US market and leverage more robust 1st party data to A/B test and optimize every part of the brand proposition before distorting greater resources against a brick & mortar rollout. It can also serve as a brand’s innovation playground to test different innovation items with greater speed to market and quick reads on what’s working (or not). And, once the brand generates initial traction, this success story and consumer insights can be used to sell back into brick & mortar retail. Generating demand to build a D2C site into a meaningful sales channel requires willingness to test & learn and adequate marketing investment in tactics such as social media and influencer partnerships, but this strategy of “co-developing” the brand with the consumer can yield significant returns. The best ecommerce strategy is not one-size-fits-all and can vary depending on product category and brand positioning. If you have any specific ecommerce questions or would like to discuss how your brand might enter the US market, email jenny.thielen@greenseedgroup.com.

A small step for retail, a big leap for mankind: why we should stop deep-cut promotions on meat

The world faces many challenges with climate change being one of the major ones. At the COP 26 Summit last November, it was reconfirmed that the food industry represents over a third of global greenhouse gas emissions. Knowing that 1.3 billion tonnes or one third of all food is wasted implies that 8–10 per cent of greenhouse gas emissions are associated with food that is not consumed. If we want to manage the 1.5°C objective, changes in how we produce and consume food will have to be made. Farmers, producers and retailers are all considering different options for how they can contribute to the food offering of the future. The EU is taking a leading role and has launched its campaign from Farm to Fork as part of its Green Deal. Sometimes, simple solutions are close to hand. Where ethics meet economics, small but efficient steps can be made. It seems that several key drivers have come together over the past few years. Sustainability, the fight against food waste, healthy eating, fair trade, animal welfare and local food are key topics for every serious player in the food ecosystem. Other challenges such as margin erosion for retailers and suppliers, farmers struggling to survive or over-fishing of several species are not new and are unlikely to go away either. These challenges are adding another layer of complexity. Everybody is talking about them, but actions are needed in order to achieve the necessary results. Food needs to be fair. Fair for the planet, fair for the producer, fair for the consumer. Retailers write ambitious sustainability charters and embrace their social responsibility. They have a leading and motivating role as guides to their shoppers. In the healthy eating debate, initiatives such as “5 a day”, Nutriscore or other traffic light systems on pack and in store are to be welcomed. However, retailers’ commercial policies do not always their stated ambitions. Consumers are asked to avoid food waste. Consumers are advised to eat less red meat. It is better for the climate and healthier for the body. Farmers are asked to reduce their livestock, whilst their income is under pressure. Not to mention concerns about animal welfare. Why then heavily promote meat in store? Why discount meat prices? Buy 1 kg of minced beef and get ½ kg free; 3+3 sausages for free or a fresh chicken at €2.5/kg are common promotions. Is this ethically correct? Meat products are still used by retailers to entice consumers and as a promotional tactic versus their direct competitors. Being a central part of many diets, meat products generate volume and therefore a high turnover. Should this spiral not be broken? Which retailers will dare to stand up and be the first to ban deep-cut promotions on meat or any other live species? This would increase consumers’ understanding of the real value of food. It would increase respect for the role of farmers behind the products brought to our plates. Quality above quantity. Less food waste, less greenhouse gas emissions, more planet. It seems so simple and logical. Which retailer will rise to the challenge?

Opinion: Just Saying ‘Plant-Based’ Isn’t Enough

Perhaps the most dramatic change in grocery over the last few years – whether in the US, the UK or other European markets – has been the explosion of plant-based foods.  Meat alternatives, dairy alternative drinks, vegan snacks and convenience products had all been growing strongly before the pandemic struck, only then to get a turbo boost as more and more consumers have sought out new options to meet increasingly flexitarian eating habits. But can annual growth rates of 16%+ (Kantar UK meat-free sales Aug 2021) really be sustained? And are we seeing clear enough messaging from individual brands about real product points of difference (not just ‘we’re not meat’)? The surge of challenger brands announcing new plant-based solutions just keeps on coming.  It’s a wonderful thing that new ways to combat climate change (among other motivations) have driven so much innovation.  But whilst there is clear evidence that many of us are seeking to reduce our meat intake, it doesn’t follow that all plant-based propositions are seen as compelling alternatives. A point of difference A key question for producers to ask themselves: is my product really distinctive from those already on the shelf? Retailers are well aware that plant-based categories have been hot, and they have responded .  They have allocated more space to them in frozen – great to bring more higher spending shoppers into those aisles with some attractive innovation – and in chilled, often alongside conventional meat (or dairy) lines, as well as in ambient grocery.  They have listed both new brands and presented own label variants too. But this doesn’t mean the floodgates will remain open.  Buyers and consumers are struggling to understand the relative merits of one product over another.  Is it important to distinguish between soy and pea protein in meat alternatives? Which tastes and performs best of oat/soy/almond/cashew/hazelnut/coconut (and many more) options in alt dairy drinks (let alone which has the least environmental impact)? Beyond Meat’s share price has tumbled and the US plant-based market has been cooling for some months now.  Who knows whether we are due some form of reset as the market adjusts to changing buying behaviours. Clean label Plant based may be a key trend, but so is clean label.  While consumers may be looking to avoid meat products, it should not have to be at the expense of product composition.  Shoppers want to see ingredients they both recognise and appreciate are necessary for the product’s recipe.  Let’s face it, meat contains meat (and often nothing else).  Meat alternatives contain a mix of ingredients designed to offer a similar eating experience – and criticisms of highly processed, high salt content products appear to be getting louder.  All the more so when they result in a higher priced product than that of the protein they are replacing! After COP 26, climate change is even more firmly on the agenda.  This plays to the messaging of plant-based brands for sure, but by no means all are doing as much as they can to ensure that their packaging is as sustainable as their products claim to be. Not all plants are equal The Guardian recently published the results of a US University of Illinois study showing that meat accounts for 60% of all greenhouse gases emitted by the entire production cycle of the food industry.  Beef was highlighted as the worst offender: 1kg of beef creates 70kg of emissions.  Which is quite something. But the same study also showed that rice production accounts for about the same greenhouse gas emissions as pork and chicken combined. Something which hasn’t yet made the headlines and suggests opportunities for quinoa and other grains with significantly lower climate impacts. As we approach the 8th edition of Veganuary, and enter the next phase in the evolution of plant-based foods, now is the time to educate consumers and buyers, highlight real points of difference and demonstrate a holistic approach to sustainability. A very happy Christmas to all our readers.   Simon Waring Managing Director, Green Seed UK swaring@greenseedgroup.co.uk

Marketing Mix for Food Products (The 4 P’s)

A marketing mix is a fairly straightforward yet effective concept. It is helpful for developing a marketing strategy for any kind of product or service but is especially useful in the food industry, known as the marketing mix for food products. In this post, we’re going to explore exactly what a marketing mix is, how it applies to the food industry, make our own example marketing mix and look at a real-world case study. What is a marketing mix? The concept of the marketing mix was popularised by Professor Neil Borden in the 1950s and has remained relevant ever since. A marketing mix is the combination of strategies or ‘ingredients’ a company uses to promote its products or services. It consists of for ‘Ps’: product, place, price and promotion. Product: The products or services offered by a business. Place: Where the products or services are available to consumers. Price: How much consumers pay for the products or services. Promotion: Activities used by the business to advertise the products’ or services’ features and benefits in order to convince consumers to make a purchase. Looking For a Food Marketing Agency to Help You With Your Marketing Mix For Your New Food Product? Contact Us Today What Is the Marketing Mix for Food Products in the Food Industry (The 4 Ps of Marketing)? Let’s take a look at how the marketing mix works in the food industry. Product In the food industry, your primary product is of course the food you sell. However, depending on what type of business you are in, your product may also include additional service elements. If you are a restaurant, for example, your product is not just your food, it is the experience customers have when dining with you. It is the quality of service and atmosphere of your establishment, as well as the food itself. If you are primarily a food producer, however, your job is both easier and harder. Whilst you have fewer service elements to consider in your marketing mix, you really need to have a unique, high-quality food product, as you can’t fall back on atmosphere or service like a restaurant can! You need to know your product inside and out and quantify exactly what makes your food unique and distinct from the competition. Place This is how you distribute your food product. Do customers come to you, or do you deliver? Do you sell your product directly to customers, or do you only sell to retail stores? Consider whether you are doing all you can to make it easy for customers to buy your food product. Convenience and immediacy is a big deal in the food marketing industry, so you want to ensure your product is available quickly and easily to reach as many customers as you can. Price This is how much you charge for your food product or service. You can either have a fixed price or offer occasional sales. For example, if you are a restaurant, you could have special offers on slow mid-week nights to entice more customers. When determining your base price, conduct thorough market research of competitors to ensure you are not overcharging or undercharging for your food product or service. If you are a new, less established food business, you may need to undercut your competitors’ prices slightly to begin growing your customer base. However, don’t go too low beyond average market value, as you may be selling yourself short and will risk being seen as a low-quality brand. Promotion Once you’ve determined all of the above, it’s time to start promoting your food product. How do you this? Well, the possibilities are endless. You can opt for digital marketing such as Facebook or Google Ads or traditional offline marketing such as posters, radio or television adverts. Which strategy you go for depends on your target audience, but a combination of both often works well in the food industry. What’s the Best Way to Use the Marketing Mix to Promote a Food Product? Let’s take an example food product and use the marketing mix to develop a strategy. Let’s say we are a food producer and our product is a vegan milkshake. Here are some questions we would ask ourselves to develop our marketing mix. Product Have we done all we can to perfect our vegan milkshake? We should have thoroughly researched all possible ingredients and tried different recipes. Have we conducted market research and offered samples of our milkshake to gather feedback? Feedback on your product is invaluable and should be acted upon if feasible. Are there any gaps in the market our vegan milkshake fills? The product is the foundation of any marketing mix – there’s no use trying to market a product that can’t live up to promotional claims and can’t stand up to competitors. Place Where will our vegan milkshake be available? Have we tried to get it stocked in stores our target market shops at? If we sell direct, do we also deliver? Consider any opportunities that you might be missing that could make purchasing your product quicker and easier for your potential customers. Price What is the price point for our vegan milkshake? Is there an average price for vegan milkshakes, or does it vary depending on the ingredients used? What is the disposable income of our target market – will a high price point exclude potential customers? Like so many things in marketing, determining the price of your product comes down to both competitor and audience research. Promotion When it comes to promotion, the first thing to do is to determine the benefits and features of our product. What is unique about our vegan milkshake? Whilst a vegan milkshake is a relatively new product in the food industry, there are still lots of competitors out there, so we need to figure out what makes our product stand out. Does our milkshake have any special health benefits? Do we offer interesting flavours? Make sure to highlight these features clearly on the packaging and in promotional materials. Beyond the packaging, promotion can involve offline marketing (such as in-store posters) or digital marketing (social media platforms such as Instagram would be useful for our vegan milkshake example). What Is a Good Food Marketing Mix Example? A good example of an effective marketing mix is McCain Foods. So effective, in fact, that The Times carried out an analysis of McCain’s marketing mix as part of their Business Case Studies series. Here’s a summary of the case study, and how McCain puts the four Ps to use: Product: Though known for their oven chips, McCain also offer a wide range of potato-based snacks. They adapt their range according to market demand, such as offering more microwavable foods to account for busy modern lifestyles. They also prioritise high-quality, healthy ingredients to cater for a more health-conscious market, in line with their ‘It’s All Good’ motto. In this sense, McCain is constantly adapting their product range to suit the market and stand out from competitors. Price: McCain employs offers that give the customer increased value for money, such as 30% extra-free products. This pricing strategy is ideal for retaining customer loyalty, as it gives consumers more of the product for the same price. Place: McCain does not sell its food products directly to consumers, instead, it sells them to retail stores such as supermarkets. However, McCain is able to control where its products appear within stores, and can pay for prime shelf spots where customers are more likely to see and purchase items. Promotion: McCain engages in a wide range of promotional activities. They are active in many forms of offline marketing, such as television and radio. Wide-reaching platforms such as these are great for brand awareness, but their impact is hard to measure and they lack targeting. McCain also adopts more direct, targeted approaches such as special displays in supermarkets, a consumer newsletter and door-to-door leaflet drops. McCain illustrates the need for a multi-pronged approach to the promotional aspect of the marketing mix. Summary A marketing mix is a very handy tool for either developing a new marketing strategy or assessing your current one. If you are in the food industry, whether that be as a food manufacturer, wholesaler, retailer or restaurant, it’s definitely a good idea to take a look at your marketing mix and consider how it can be improved. Consider how the four Ps apply to your food business and if any of them – product, price, place, promotion –  are currently falling short. Is your product as good as it can be? Is your pricing strategy giving you the best return? Are you stocking your product in all relevant places? Is your promotional strategy reaching the right customers? These are all crucial questions to ask to get the best marketing mix for your food product! Looking For a Food Marketing Agency to Help You With a Food Marketing Mix and PR For Your New Food Business? Contact Us Today References: https://www.sciencedirect.com/science/article/pii/S0022435918300162

REWE now one step ahead in store design

The latest design of a 1,500 sqm supermarket has just been opened by Germany’s No. 2 food retailer REWE in Wiesbaden-Erbenheim, 30 km west of Frankfurt. Its architecture is meant to inspire with fresh fish tanks, herb gardens on the roof and more chilled food than normal. Great use is made of wood, high ceilings and daylight. This style, which took 4 years to develop, will be a future model with REWE planning to open 25-30 new stores per year on fully owned sites.  The preceding design model was the REWE Green Building of which there are now 200. REWE estimates store turnover of € 8,000 per sqm, i.e. annually about € 12m. This is calculated on the basis of a 10 km catchment area and about 10,000 customers per week, each spending about € 23. The store employs 65 people. REWE collaborated on this project with the London-based architects ACME.

Carrefour’s digital-first expansion brings cashierless tech to French shoppers

French retail giant Carrefour announced this month the launch of the first artificial intelligence (AI)-powered store in Paris, dubbed Flash 10/10 (10 seconds to shop and 10 seconds to pay). The concept of the technology store was first tested at the company’s head office in France for more than a year. According to the company, it has been designed to ensure a fast and accessible shopping experience for customers who can enter and exit the store without having to pass through a gateway. Powered by U.S.-based retail technology company AiFi, the store is equipped with 2,000 integrated AiFi sensors built into the shelves and 60 AI-powered cameras placed in the ceiling to help track customers anonymously to protect consumer privacy. The products picked up are automatically added to a virtual shopping cart, and once customers are ready to leave the store, their virtual baskets are validated at a checkout terminal where they can make a contactless payment without having to scan items or install an application. The launch of Carrefour Flash comes on the heels of the company’s first-ever Digital Day held this month, during which the French retailer announced plans to increase its digital investments by about 50% between 2022 and 2026, the equivalent of 3 billion euros. In a statement, Chairman and CEO Alexandre Bompard said the goal is “to transform Carrefour, a traditional retailer with e-commerce capabilities, into a digital retail company, which places digital and data at the heart of all its operations and its value creation model.” And by doing so, it “will unleash the full potential of omnichannel, which is today the DNA of Carrefour and a unique asset in the industry.” The key drivers of this 2026 digital strategy, which will be based on a “data-centric, digital first” approach, include the ramp-up of data and retail media activities, as well as the digitization of financial services and traditional retail operations, according to the statement.. Carrefour’s mobile app has been downloaded 33 million times, and with 800 million annual visits to its digital platforms, the firm’s goal to make digital expansion a pillar of its future strategy plan may well be within reach.

New study: Shoppersmiss 99.7% of the range in the supermarket

Shoppers are spending less and less time in grocery stores and looking for more and more inspiration. This is according to the results of the world’s largest in store behaviour study carried out by Retail Academics on behalf of DLF, Sweden. Using eye tracking glasses which film and follow the eye’s movements in detail, Retail Academics has coded shoppers’ behaviour in stores. The results show that consumers are spending less and less time in grocery stores – just 7.5 minutes in a supermarket, some 2.5 minutes or 25% less time than in 2017. The study also shows that in a hypermarket with 30,000 items, the shopper pays attention to only 76 unique items. This means that they are effectively ignoring 99.7 percent of the store’s total range. Of these 76 items, in the end only 14 are bought on average – down two items compared with 2017. Consumers are extremely habit-driven and have a perceptual filter when walking through the store. All the store’s brand suppliers should take this into account in order to be able to sell their products effectively. One way to break the customer’s autopilot mode is by providing inspiration, which in the shopper’s eye is something very much lacking at present, despite the fact that products offering some form of inspiration sell almost twice as well, the study claims.

Changing shopping habits appear to be stabilising, with winners and losers as inflation begins to bite

According to Kantar, UK consumer shopping behaviour is stabilising but numbers of visits to supermarkets are still 40 million fewer than they were in 2019. Meanwhile, 20% of households are now ordering their groceries online each month.  Total grocery sales dropped 1.9% in the 12 weeks to 31st October 2021, but when compared to the same period pre pandemic remain over 7% higher. Shoppers have got into the habit of making less frequent trips – but buying more – when they visit a supermarket.  Online’s share of sales has increased markedly, reaching a peak of 15.4% in February 2021, but now appears to be settling at a level of 12.4% of total grocery sales.  Ocado’s sales were down during the 12 week period, but over 2 years have grown by +35.7%. Inflation is starting to have an impact, with levels at 2.1% in the last 4 week period, which is the highest since just over one year ago when retailers were slashing promotions to maintain stocks in store in August 2020. Of the major retailers, market leader Tesco was the only retailer to show growth in the period (sales +0.3%, and +9.4% over 2 years).  On a 2 year comparison Tesco’s growth is significant compared with its Top 4 rivals (Morrisons +6.6%, Sainsburys +4.6% and Asda +2.5%).

In September, large-scale online sales beat expectations

Italians continue to drive online sales in mainstream grocery retail. In September, the turnover of the online channel was equal to 148 million euros, +27% compared to the same period the previous year, surpassing expectations. The cumulative result for the first nine months of 2021 reached 1.25 billion euros, only 80 million less than total turnover in 2020, with the trend for the same period reflecting + 40% growth. These numbers confirm that even during the period of the so-called “controlled return to normality” in terms of travel and access to commercial establishments, the growth trend of the online channel has remained sustained. It is clearly not in line with the most difficult period of the health emergency, but at the same levels as in 2019, with the huge difference that in these two years the market has practically tripled.  A recent survey by IRI also confirms that Click & Collect is growing twice as fast as home delivery. Regarding individual categories, the lion’s share in September was made up of products from the dietary/health and oral hygiene categories, pet food and frozen foods. IRI estimates see growth levels to the year end similar to that of the month just ended and therefore of about 20 percentage points, with turnover close to 140 million euros. The balance of power between delivery services (Click & Collect and home delivery) is stable, with spirits expected to be an addtional category to perform strongly in online sales in the final quarter.

Opinion: Digital Consumer Data Insights – Growing strategic importance for leading food retailers

Big data is of big value. The importance of being able to acquire and analyse data to be strategically competitive and create value is growing strongly. The international food retailing world is no different in this regard. Leading food retailers that have a growing insight into the shopping behaviour of their customers have a powerful strategic advantage over their competitors and are much better able to manage across categories, but also to create added value and build stronger loyalty with their consumers. Where initially the existence of a loyalty card was crucial in building these capabilities, today a sizeable online sales base and even more important the existence of a “shopping” app that people either use for online purchases or just as a shopping list for the traditional trip into store, are instrumental in fine-tuning the art of gaining crucial consumer insights. In this continuous battle to stay the number one Dutch food retailer, Albert Heijn announced last week the launch of My Albert Heijn Premium, a paid subscription service linked to their AH mobile app. Based on an annual subscription rate of € 12, subscribers get many benefits compared to non-subscribing users of the app. And additional services aside, subscribers get an annual financial benefit many times the value of the subscription fee. The big objective behind this latest app addition is to secure higher consumer loyalty in general, stimulate the penetration and usage frequency of the app and build buying behaviour data. Many might be sceptical about this growing level of consumer behaviour monitoring. However from the perspective of the business model of leading retailers who still want to be leading in 10 years time, it is crucial for them to gain these insights. Albert Heijn’s example is just the next step in the strategic digital data collection rat race and will doubtless be followed by many new initiatives. Big Brother will keep watching us!!

Insights into the Spanish Biscuit Market

Antonio Obieta, MD Green Seed Spain speaks with  Felix Gullon, CEO and Founder of FAMILY BISCUITS  So we can put things into some context, could you describe latest developments in the biscuit category in Spain? The category is certainly showing its maturity if we observe how now after the peak of the pandemic we are back in the range of 240/245 Million kgs a year in terms of household consumption and with a stagnant price per kilo at around 3.8 €/kg. The balance between brand manufacturers and Private Label (PL) has remained relatively stable with the 3 leading branded manufacturers holding a 34% of market share and PL at 59%, according to IRI figures. What actions are key players taking in this aggressive competitive environment? The strong competitive environment is prompting manufacturers to develop innovative propositions together with  a particular focus on export strategies – as a country we have achieved a level in excess of 200 million kgs in 2020. What are the main megatrends in the category? We are seeing that the category is following other basic food trends skewing towards healthy recipes and propositions while also offering products for indulgence consumption occasions. Could you be more specific in terms of the healthy and innovation developments you are seeing in the trade and developing yourselves? The main trends here are: watching sugar content and trans fat reduction, portion intake control, the usage of “new” ingredients such as different seeds, multigrain cereals or spelt, or increased fortification with vitamins and minerals. Finally also in packaging we are observing interesting developments focused on higher sustainability and formats for new snacking occasions. A new biscuit company in this scenario? After 17th years in the company, I really believe that there are good opportunities for a new player with a new biscuits proposal. The Family Biscuits strategy is focussed on: New healthy ingredients such as extra virgin olive oil, multigrain cereals, natural sweeteners and fruit fibres. “Clean label biscuits” and “zero mile ingredients” make the family biscuits products more natural and sustainable. Tailor made biscuits for customers or retailers is an approach that we are also considering.

More flexitarians, but growth stagnates

More and more Flemish people eat no meat or fish at least three times a week, according to a ten-year study by the VUB. After a peak in 2016, the growth of flexitarians is slowing down. A small but stable group is vegan or vegetarian. In the past decade, the eating pattern in Flanders has clearly shifted from omnivorous eating habits, with meat or fish on the plate every day, to more flexitarianism, with at least three days a week without meat or fish. Stricter plant-based diets such as veganism and vegetarianism have a relatively small but stable number of adherents: less than 5% of the population. “This trend is mainly visible among young, highly educated females who live in urban areas,” says researcher Tom Deliens of VUB. “While most of the population is omnivorous, we see a spike in the consumption of plant-based products in 2016, and more respondents (10% compared to 5% in 2011) consider themselves flexitarians. Veganism or vegetarianism may still be too big a step for some, where flexitarianism seems a viable compromise for reduced meat/fish consumption.” What is remarkable is that the growing number of flexitarians has stagnated since 2016. The sudden peak may have been due to awareness-raising campaigns such as Days Without Meat, Thursday Veggieday and Try Vegan. Deliens suggests that new campaigns could target older and less educated men from rural areas to raise awareness and promote plant-based eating habits there too. After all, a plant-based diet is both healthier and more sustainable: “Integrating more plant-based food into our diet could even play a key role in the fight against climate change.”

Opinion: Understanding consumer shopping types and responding in product design and communication

Recent research from Tiendeo has clustered consumers in 7 different groups in terms of their attitude to shopping: The Omnichannel buyer is a bargain hunter, spending their time hovering between digital and printed media to spot the best deals For the Practical buyer, the shopping act is just to satisfy basic needs. Only going to shops when necessary, not wasting money on non-essential goods. While they may respond to promotions, they prefer basic and simple communication about offers The Virtual buyer views everything through the lens of their smartphone. Having rejected all print communication, these people are curious, lured by technology, well informed and forward looking The Fashion buyer is obsessed with the latest trends in style and sophistication, regardless of practical use. These people are easily influenced and feel a need to impress others. The Sustainability buyer is obsessed with their ecological foot-print. They will examine supply chains to investigate the impact on the environment of products they are considering, pay attention to certification and packaging sustainability. These are well informed people, eco-minded and care about health. Vegans and  vegetarians are part of this group The Compulsive buyer makes purchases to feel good, is emotionally driven and acts on impulse, making many unplanned purchases. They may often regret past purchases as a consequence of putting pressure on their spending budgets Last but not the least come the Traditional buyers. They act based on routine behaviours, are brand loyalists, tend to buy local and prefer direct contact with the retailer and happy to be influenced by advice. But let’s not forget that buying behaviour is not always consistent in every circumstance: one can act like a compulsive buyer for some categories and an omnichannel buyer for others. Analysing consumer clusters should influence everything from product design to packaging, promotion or communication. How do these clusters constrain your product and how can you influence consumer perceptions through the marketing mix? And how can you appeal simultaneously to different clusters, from the ingredients used to packaging, communication or promotions? Proper research is key: from positioning to implementation strategies and tactics. Also bear in mind these clusters are influenced by today’s contexts, namely The huge implications from the exiting pandemic situation Post pandemic surge in consumption combined with raw material shortages and disruptions are likely to push inflation to levels we have not been used to Both will determine future consumers’ perceptions, attitudes and behaviour towards shopping and consumption criteria.

How attractive is the UK market to international suppliers and buyers?

While there are so many uncertainties about the UK market right now, it seems that international businesses remain keen to invest in high growth UK food and drink businesses – with plant based the leading category of interest. UK supply chain challenges – shortages of lorry drivers, farm labourers, factory workers especially – are certainly an issue, combined with rising raw material costs and inflation coming into the market.  Nor do we yet have a clear picture of the impact on spending patterns (what working environments will be the new normal and how will this affect on-the-go and near office shopping habits? Will spending reduce as inflation bites?). But many categories and companies are thriving and proving attractive both to suppliers wanting to enter the market with their own brands, as well as trade and private equity purchasers.  According to recent research by Grant Thornton, 43.8% of investments made in UK food and drink businesses over Q3 were from overseas investors (up from 30% in Q2).  Plant based food accounted for 22% of deal volume, with spirits being the second most popular category. Post-Brexit (and -pandemic) Britain is a different place to what it was in 2019. but there are clearly many big opportunities out there.

Is beef the new champagne ?

“Beef is becoming a luxury product”, according to Europe’s largest slaughterhouse group (Danish Crown). The CEO of Danish Crown appeared in all Danish media with this statement. Their prediction is that beef could be eaten only on special occasions because of the climate. And while they may be able to reduce the climate footprint of pork, it is difficult with beef. According to a food researcher at the University College Copenhagen, you could even consider beef  being the new foie gras due to its climate impact. Previously, the debate has been about pork in relation to whether it should be served in day care institutions, and it has become a symbol of Danishness. Now it is especially beef that divides people and to some degree generations in relation to the climate agenda. Nevertheless beef still remains the key ingredient in several of Denmark’s most popular dishes.

Sustainability important for shopping habits

60% of Germans say that the thought of sustainability influences their eating and shopping habits. This is the result of a YouGov study that investigated attitudes towards environmentally friendly and sustainable food shopping as well as general shopping behaviour of consumers in nine European countries. Turkish and Italian consumers make this statement most frequently (77% each), Norwegians least frequently (31%). For half of the Germans (52%), the offer of sustainably produced products plays an important role in their choice of shopping venue. Turks and Italians also make this statement most often (72% each), Norwegians least often (29%). This is shown by data from the new study “Sustainability matters” by the international data & analytics group YouGov, for which more than 10,000 people in nine European countries were surveyed. The analysis looks at the willingness to act sustainably when buying food, certain consumption patterns, possible changes in eating habits for sustainability reasons and other aspects. When asked about their willingness to pay more for products whose packaging is particularly environmentally friendly, Italians are the most likely to agree (65%). 63% of Spaniards agree too. Norwegians and Finns are the least likely to agree (44 % each). In Germany, half of all respondents (49%) say they are willing to pay more for products whose packaging is particularly environmentally friendly. Almost three out of five Germans (57%) say they pay attention to whether food has been sustainably produced when they buy it. This group is predominantly older and female: 45% are over 55 years old (vs. 41% of the total population), 56% are female. Among those who look for sustainable production when buying food, 85% say they prefer products made in Germany (vs. 73% of the total population). 61% try to buy only products from companies that are environmentally-conscious and take responsibility for society (vs. 43% of all respondents in Germany).  

Experiential Food Marketing – What is a Food Marketing Experience? When & Why it is Effective

An interesting marketing strategy that some food companies like food restaurants, food truck businesses and even retail food products have been using is an interactive and engaging marketing type known as experiential food marketing. Experiential campaigns feel more like events and allow for food taste and sampling by the consumer. This can be a fun and immersive way to create a connection between your brand and your customer. This way of promoting your food or drink product brings different levels of success depending on your industry segment. Let’s talk about this method in more depth and take a look at some examples of it in action. What Is Experiential Marketing? Often referred to by a variety of different names, like ‘engagement marketing’, ‘live marketing’ and ‘event marketing’, experiential marketing is a marketing strategy that involves directly engaging with consumers and encouraging them to take part in the evolution of either the brand or brand experience. Instead of seeing consumers as merely passive recipients of marketing messages, experiential marketing teams believe consumers should have a direct and active role In marketing campaigns, as it helps to develop a stronger and more effective relationship with brands. Examples of Experiential Food Marketing? Experiential marketing is perfect for food marketing. Food brands have huge advantages over other companies in that their products have sensory advantages through smell and taste. Experiential marketing can help use those advantages to improve consumer engagement with food brands. To stand out from the crowd, all your food brand needs to do is add a creative touch personal touch and a whole lot of creativity and you could have a memorable marketing campaign on your hands that will get your customers talking. And when customers are talking about you, they are not forgetting about you or going elsewhere. To see the potential of experiential marketing, take a look at some of the best uses of this marketing style by some of the biggest brands in the world and their experiential marketing campaigns. Instagram Packs If you look through the most active Instagram users’ feeds, it often won’t take very long until you find at least one or two shots of food they’ve eaten. With the rise in the foodie subculture and so-called food porn, there is no shortage of people out there snapping happily at their latest culinary adventures. To take advantage of this need and desire to photograph everything that is served up to them, many restaurants have started to supply their diners with “Instagram packs”. The theory is that if they are going to take pictures of their food, the restaurants may as well make it easier for their food to be showcased online in the best possible light. In the average Instagram pack, you will often find a camera light, charger compatible with multiple devices, wide-angle camera lens and even a tripod to take those awkward overhead shots. Anthon Berg at Copenhagen Airport This is an interesting one and shows the lengths at which you may want to take to make sure your target audience has positive experiences of engaging with your brand. The Danish master chocolatier, Anthon Berg came up with an ingenious and contentious experiential marketing strategy. They created a sampling experience at the city’s airport where passengers were able to scan their boarding passes and were rewarded with a chocolate compensation pack. Compensation for what? Well, the scan would reveal whether they had a good or bad seat on their flight. If they happened to luck out and had a good seat, they were presented with a smaller pack. However, if they were unfortunate enough to get the worst seats on a flight, they were rewarded with a larger pack that not only included chocolates but eye masks and other things that would hopefully make their time in the air a little more enjoyable. Milka The chocolate brand Milka has always had somewhat whimsical and quirky marketing campaigns, even using more traditional channels. It’s no surprise then that the company have been using experiential marketing to great effect, orchestrating activations that aim to bring consumers closer together. Two sterling examples need to be highlighted – the company devised a vending machine activation experience in which people needed to hold hands to activate the vending machine and get chocolate. Another saw the company purposely short-changing consumers by one square of chocolate. Why? To get people talking. How? The customers who received a bar with a piece of chocolate missing could reclaim it through a specially-designed microsite and then send it on to a loved one! Kellogg’s Recharge Bar Kellogg’s have always been successful in their marketing exploits. Who doesn’t know Tony the Tiger? As one of the most popular and successful cereal brands in the world, it’s no surprise that they would want to engage with their customers more effectively and directly using experiential marketing. One way they did this was when they set up a pop-up bar. Everything about it celebrated cereal, from the décor to the music and social media-integrated karaoke booth. There were also samples, obviously and one of the key points of the whole event was to show the endless, although often odd, possibilities you have with Kellogg’s cereal. The Pistachio Lemon, for instance. McDonald’s McDrive Surprise McDonald’s is another behemoth of the food marketing world and always seems to find ways to get people talking about the brand. One way to make experiential marketing work for your brand is by creating an experience for your consumers that is surprising and offbeat. McDonald’s did this to great effect with their McDrive Surprise campaign. A very funny and light-hearted prank, McDrive Surprise was devised to remind consumers of the brand’s personality. In certain restaurants, the company replaced its staff with a whole host of eccentric and cheeky characters in full costume like wrestlers, opera singers and a couple who couldn’t keep their hands off one another. Summary Whether you are a new, up and coming food brand looking to make waves and get people talking or are a brand that has been around for some time and want consumers to see you with fresh eyes, experiential marketing is one way you can achieve those goals. You can use it to draw consumers’ attention to a new product or product line, a special offer or introduce your brand or services to them. It may take a lot of work, research and planning but if you get it right, you could reap the benefits like the brands we have listed above.

Junk Food Marketing – Rules, Regulations and Links to Obesity

The food and advertising industries have come under fire in recent years, particularly when it comes to the subject of junk food ads. Many argue there is a link between junk food adverts and children’s health. The frequency of junk food ads being cited as a cause for the increase in overweight or obese children. The UK government seems to think so as it estimated in 2019 that children saw approximately 2.9 billion unhealthy foods ads and concluded this was a major contributing factor increasing childhood obesity levels, with one in three children now leaving primary school overweight or obese.   Looking For a Food Marketing Agency to Help You With Innovative Marketing Strategies and PR For Your Healthy Fast Food Business? Contact Us Today   How Is Junk Food Marketed? Just food is marketed using a variety of different advertising formats, from the more traditional kinds like television, radio, cinema, and billboards to modern techniques like in-store promotions, sponsorships, and the internet. Unless you lived off the grid out in the wilderness, there is no way to escape from the barrage and bombardment on the senses of junk food advertising. It’s not just the techniques, formats and types of advertising media that are used and their prevalence that is the problem when it comes to junk food marketing, though. It’s the way it’s done. Junk food is often portrayed as being more fun and enticing than healthy food. Then there’s the timing of fast food advertising, especially on television. Most of the junk food advertising on TV airs during the prime time hours, when most people are watching – during commercial breaks in soap operas, dramas, comedies, movies and live sports events. Alarmingly though, the times in the television schedule when a lot of junk food advertising is when children are watching television. Is Junk Food Advertising Bad? Although a lot of people may argue that junk food advertising is not that bad, after all, there is no one holding a gun to people’s heads and telling them to eat a Burger King meal rather than a home-cooked chicken salad. It’s all about self-control and being able to make sensible decisions about your diet. Even if that were true, the more alarming side of junk food advertising is how it affects children and their food choices. There has been a lot of strong, peer-reviewed studies that prove there is a definite link between the food adverts children are exposed to and the choices they make about food and how much they eat. Junk food advertising has been shown to increase the amount of snacking children want to do and do and increase the amount of junk food they consume over healthier food. As a response to the assertation that junk food advertising is dangerous or bad, representatives of the advertising industry often quote figures that suggest only 2% of the food choices made by children are directly related to advertising. However, that finding was discovered in a very small study that was conducted more than 17 years ago. The truth is that the academic evidence available has moved on considerably from then. Are There Rules Around Junk Food Advertising? There are rules currently in place around junk food advertising. However, they are not nearly as strong or effective as they should be and are full of loopholes that advertisers can workaround. At the moment, there are rules in place that prevent junk food from being advertised on TV, online, and in the cinema, but only applies when it is something that is considered to be directly appealing to children. Meaning there is a whole range of media that is popular among children and adults that do not meet the criteria for restrictions. Within these current rules, the type of television programmes during which junk food advertising is banned are those made with younger children in mind and only apply to about 26% of children’s total viewing time. It fails to address the fact that children’s peak viewing time is between 6 and 9 pm during that prime period that is referred to as “family viewing time”. There is strong evidence that proves children see most of the junk food advertisements they see during television shows that are considered family viewing. From age 4 to 15, children enjoy entertainment programmes and soaps the most. Obesity Health Alliance studied the number of high in fat, sugar and salt food advertisements viewed by children in 2017 during their favourite television shows between 6 and 9 pm. They discovered that most food and drinks advertised during these shows were HFSS and they also found that children can easily see as many as nine different HFSS advertisements during a single 30-minute long television programme. The good news is that new rules are being introduced. From 2023, HFSS foods and drinks advertising will be banned on television before the 9 pm watershed. There will also be an online ad ban on all paid-for types of digital marketing, such as Facebook ads to paid-for Google search results ads and any paid activity from Twitter, Instagram, and other social media influencers. Is There a Link Between Junk Food Marketing and Childhood Obesity? Although the advertising industry would suggest that any suggestion there is a link between junk food advertising and childhood obesity is just scaremongering, the evidence and statistics tell a different story. For example, as noted earlier, junk food advertising can increase how much snacking children do and the amount of unhealthy food they want to eat and physically eat. Even with the current rules and restrictions in place, child obesity levels have not decreased. Part of the problem is the fact that children are incredibly vulnerable and impressionable. They are unable to recognise the real intent of advertising and do not have the nutritional knowledge necessary to understand that junk food is junk. They are also motivated by instant gratification more than by avoiding long-term consequences. What Is an Example of Junk Food? While most reading this probably have a good handle on what junk food is, as there are many grey areas and unhealthy food and snacks promoted as being healthy products, it may be worth highlighting what we mean by junk food. Generally speaking, food that is considered to be junk food is those that fall into the HFSS category, that is those that are high in fat, sugar, and salt. This includes everything from salted snacks like crisps to sugary sweet cakes, desserts, candy and chocolate, alongside sugary carbonated drinks, and fried fast food. The grey areas you need to be more keenly aware of is with food like tacos, pizza, and hamburgers, which can be considered both healthy or unhealthy, depending on the ingredients that are used to make them and how they are prepared. Summary Will the new rules that are due to be implemented in 2023 with regards to the unhealthy food ads 9pm watershed make a difference? Only time will tell. However, there is no denying that something needs to be done. The interesting thing is that many companies argue that their profits will be affected by this change in advertising watershed and there are also arguments from broadcasters that suggest their ability to produce quality programming would be affected by it. However, Ofcom, back in 2010 asked all broadcasters to provide their advertising revenue data so the organisation could analyse any negative impact caused by the current restrictions. However, broadcasters failed to provide that information back then and have not provided anything new concerning the 9 pm watershed with regards to revenue or product development.   Looking For a Food Marketing Agency to Help You With Innovative Marketing Strategies and PR For Your Healthy Fast Food Business? Contact Us Today References: http://obesityhealthalliance.org.uk/2018/06/20/six-facts-junk-food-marketing/

America’s First Major Food Trade Show since the Pandemic – Expo East

Natural Products Expo East took place in Philadelphia between September 22-25. For the majority of attendees, this was the first in-person trade show since the onset of the COVID-19 pandemic.   Expo East and Expo West are seen as the biggest in the US food and beverage industry and are extremely important to brands and buyers alike to facilitate meaningful in-person connections. Whilst numbers were down from 2019, Expo East 2021 still had approximately 1,000 exhibitors and 12,000 attendees. Green Seed owners David Wilson and Sanjay Panchal attended in person to meet the industry and monitor post-pandemic trends. David commented “It was clear that attendees were energized by the event, which gave great exposure to the brands that attended. It was a great opportunity to meet with buyers and brand owners on a quieter show floor than in previous years.” While some large established brands decided not to exhibit, many start-up brands felt they couldn’t afford not to attend. With fewer attendees and exhibitors this was a chance to have greater visibility and have more intimate one-to-one meetings that could significantly impact business. “The plant-based trend continues to impress, with high profile booths from early-stage non-dairy cheese, meat-free burger, and non-dairy liquid beverage brands” Green Seed owner Sanjay Panchal observed. The next major industry show date was recently announced for the Winter Specialty Fancy Food to be held on February 6-8 2022. The show is relocating from San Francisco to Las Vegas. We expect there to be an even stronger turnout given the success of Expo East and the relocation of Winter Fancy Food to a fun travel destination.

Food Tech Start-ups Stepping on the Accellerator in Spain

With 5 projects selected, Spain is the third leading country after the UK (9 projects) and Israel (7 projects) ranking in the recent selection for the EIT Food Acceleration Network (EIT FAN) 2021 from EIT Food (www:eitfood.eu), The European Institute for Technology & Innovation. The EIT FAN 2021 will be deployed by 60 start-ups (out of 600 candidates) in the 6 centres of Bilbao, Munich, Haifa, Cambridge, Lausanne and Helsinki. The 60 startups selected for EIT FAN 2021 offer solutions to address challenges in the food chain Systems, including: sustainable agriculture (47%), alternative proteins (17%), personalised nutrition (13%), circular processes (7%), digital traceability (7%), aquaculture (5%) and other (5%). The companies selected for Spain are: ColorSensing, Activa Proyectos Tech (‘Plantae’), Earth Rover Europe, Genbioma Aplicaciones and Oscillum. At the same time, the CNTA (Centro Nacional de Tecnología y Seguridad Alimentaria) or Spanish official Centre for Food Technology and Safety, belonging to the Ministry of Food and Agriculture, is being very active in the promotion of a more sustainable and efficient food chain. They have just launched the ‘Food (Tech)² Challengers’ Program to select 4 projects/companies with genuinely transformative ideas. Up to 42 candidates presented their projects and MOA, Ingredalia, Sonicat Systems y Rethink Foods Company were finally selected. The projects selected run from obtaining new origins of mycrobiologic protein to the usage of vegetal subproducts for fermentation processes leading to new food and ingredient types. We are keeping a close eye on these important developments and in close contact with the main players in Spain

Moves to display environmental scores on food packs could be coming very soon

Foundation Earth, a recently established non profit organisation, has united both big brands (Nestle, Danone, Tyson Foods, Pepsico) and leading retailers (Tesco, Sainsburys, Morrisons and more) behind an initiative to launch eco-score labels to applied to all food products across Europe. An eco-score is a font of pack indicator of a product’s environmental impact, involving a grading system and colour coding to show degree of impact by certain criteria.  The indicator will look similar to labels already used for nutritional content, similar to both UK traffic light labels and the increasingly popular Nutriscore labelling system used more and more in European markets. The Foundation Earth system analyses a product’s life cycle weighted 49% carbon, 17% water usage, 17% water pollution and 17% biodiversity.  The Eco Score system which has been trialled by Colruyt in Belgium and Lidl in a number of regions, uses French database Agribalyse for its analysis. Eco score labelling is already beginning to happen, even if there is not yet one single common tool that all brands and supermarkets are following.  Sustainability has never been higher on the agenda, so it’s a good bet that all brands will soon need to select one system or another to communicate to consumers ever more demanding of clear information on the planetary impact of the products they choose to buy.

Opinion: CSR as a creative call to action that brings you closer to the brand – advanced marketing in practice

Smoothie and juice brand Innocent is inviting Italian consumers to knit wool hats that will “dress” the bottles. Sticking to just few (but good) ingredients is an approach that works as much for the world of food recipes as for that of social marketing and CSR initiatives, where involving consumers personally, and encouraging their own creativity, is always a winning strategy. The initiative is a call to action, or rather a “call to knit”, because it invites people to knit and create wool hats to dress the bottles of the product available at the refrigerated counters of some supermarkets and horeca stores. For each item sold with its hat, €0.20 will be donated to charity to the Auser Lombardia association, which with its volunteers is dedicated to comforting the elderly, offering them warmth and support. A project with implications of social inclusion which has Bettaknit as its technical partner for 2021. Consumers’ creations will be sent directly to Innocent, which has prepared a support manual for beginners, although no particular technical skills are required. This is a way to encourage creative participation, contribute to a worthy cause and thus deepen the relationship with the brand: a mix of simple but effective ingredients to satisfy the needs of today’s consumer and their growing sense of social responsibility – all via the medium of packaging. During the pandemic, a number of similar company initiatives have flourished and packaging innovations have created a certain buzz on Facebook, Instagram and beyond. An example that marries both trends is the recent case history of Mulino Bianco and Abbracci shortbread biscuits, which have been transformed into a very special limited edition. The package is a 360-degree dedication to nurses, both visually and verbally: the blue gown, the stethoscope, the claim “these hugs are for them” and the hashtag #noicongliinfermieri are all elements that pay homage to the incredible support of key health workers during the pandemic. Once again, packaging reveals its face as a true medium of brand positioning, aligned with the growing collective sensitivity on social and environmental issues. Good examples of advanced marketing. Sauro Musiani Green Seed Italy

Healthy Fast Food Trends – What’s Gaining Popularity in the Fast Food Market?

Although it may sound strange, there has been a real change in customer’s opinions and what they want from fast-food restaurants. According to a survey in the United States conducted by Deloitte, 83% of the participants stated that the typical fast-food chain did not offer enough healthy options, while more than 75% stated they had healthy eating habits. It appears the trend of customers wanting healthier fast food, is not restricted to just America, though. In the following post, we are going to look at some of the biggest health-conscious trends when it comes to fast food (and may help with your food marketing!) [lwptoc] Healthy Fast Food Trends Transforming The Industry Greater Variety of Options for Vegans Veganism has been around for some time now, but it seems to have got a lot of traction over the last decade or so. This may, in part, be down to the general public is more aware and caring more about the harm they are doing to the planet and trying to prevent that. Or the various experts and celebrities that suggest the vegan way of life is a healthier one. Whatever the reason, the trend for more vegan options has become more prevalent in the fast-food industry. Many restaurants are offering a greater number of plant-based foods and partnering with famed brands such as Beyond Meat and Impossible Foods. Meat Alternatives Are Not Just For Vegans Part of the increase in interest and use of meat replacements and alternatives is not just down to the boom in people wishing to not harm animals. It is related to concerns that meat as a source of protein is showing signs of scarcity, at least based on projections for the future. Given that agriculture and modern farming with livestock have also played a part in environmental issues, people are more aware of the damage being caused and wanting to do something about it so are interested in food that uses alternatives to meat. More Comprehensive Range of Delivery Options Perhaps it’s been driven by the Covid-19 pandemic (particularly at the start of the first National Lockdown when we were only allowed out of our homes in the UK for exercise and essentials) or perhaps it was already starting to take hold, but the trend of offering a wide variety of delivery options is one that all fast food restaurants are getting in on. Some have their in-house services that they are relying on whereas others are taking full advantage of delivery service providers like Deliveroo, Uber Eats, and Just Eat to meet the needs of their customers. Name a fast food restaurant, whether it’s a local name or one of the big chain brands, and it’s likely they are delivering in some form. Greggs, McDonald’s, Subway, Taco Bell, KFC, etc, etc, the list goes on and on. The most exciting thing about the expanded delivery options trend is the fact that some restaurants and fast-food chains are looking into establishing delivery-only locations, taking a leaf out of the book of the various pop-up and so-called ghost kitchens that have become popular in recent years. Healthy Alternatives to Butter In line with the trend towards incorporating healthier options, many fast-food restaurants have started, even if it’s just at trial stages for some chains, offering alternatives to dairy butter. For example, some have started to use chickpea and macadamia butter instead of more controversial oils that are considered unhealthy. As well as trying to accommodate customers who prefer to avoid saturated oils, many brands are looking to meet the needs of those who would rather not eat palm oil. This is because harvesting palm oil has been linked to deforestation and poses a real threat to the wellbeing of wild animals. Healthier Sweeteners Although there are sweeteners out there that are used instead of sugar in traditional fast food establishments, there is a lot of controversy surrounding many of these because the information about how safe or not they are is conflicting. That is why many companies and brands are turning to healthier sweeteners that are guaranteed to be safer. Sugar and honey alternatives that you are likely to see more of, particularly in baked goods and desserts include pomegranate, coconut, monk fruit, and even sweet potato. Alternatives to Traditional Flour Using alternatives to flour is a trend that is likely to increase over the next few years. Many people now have developed or been diagnosed with gluten intolerance and offering alternatives to wheat flour is a great way for brands to sell the same kind of products without putting off customers from buying them. Alternative flours that are expected to be used more are those made from fruits, vegetables, and nuts. Almond and coconut are already proving to be popular. Even putting the gluten sensitivities to the side, switching from wheat flour to those made from nuts and other ingredients also offers a wide range of health benefits. A sterling example of this is Pizza Hut that has been selling an alternative base in the form of the healthy and exotic jackfruit pizza. Sustainably Sourced Ingredients According to a report conducted by Nielsen, around 41% of Generation Z and 32% of Millennial participants states that they would be willing to pay a premium price for food with sustainably sourced ingredients. McDonald’s Hiring Dieticians to Develop Healthier Offerings Yes, you read it right. The biggest fast-food restaurant in the world has started hiring and looking to dieticians to help develop healthier offerings on their menus. This is clearly to meet the news and demands of its customers while also providing healthier food to gain a better reputation. This has resulted in the company sourcing chicken that is free of antibiotics and introducing more salads to its menu. Low-Calorie Menu, Fewer Artificial Ingredients, and Cage-Free Eggs At Taco Bell Another interesting development in a legacy brand like Taco Bell is the fact that they have devised a low-calorie menu that offers meals that use fewer artificial ingredients and cage-free eggs. Greater Transparency When it Comes to Ingredients As the average customer has greater awareness and cares about what goes into his or her food, fast food restaurants, and chains, including the traditional fast food brands and the new up-and-coming brands, have to be clearer and more transparent when it comes to their ingredients lists. Just as we have seen with the Traffic Light system used in other food and other initiatives used by other food outlets, people are no longer satisfied with vagueness. This also stems from a greater interest in chains that support and sell local foods. Summary It’s an interesting time in the fast-food industry, with what constitutes fast food being challenged. As we’ve seen from the brief look at some of the popular trends and those growing in prominence, we can expect to see menu items with healthier, cleaner ingredients from local and sustainable sources, including chicken that is not pumped with chemicals, greater salad options that are not just a cop-out and non-meat burger options. Fast food restaurant chains live or die on having a consumer base to entice, which is why they are paying so close attention to changes. We don’t know about you, but we are curious and a little bit excited to see what fast-food chains and their restaurants will look like soon. Looking For a Food Marketing Agency to Help You With Innovative Marketing Strategies and PR For Your Healthy Fast Food Business? Contact Us Today

Sonae sells 25% stake to drive growth

Sonae Group, the holding group of the leading retailer in Portugal, Sonae Modelo Continente, has sold a stake of 24.99% of the retail division to CVC Capital Partners, for near €600M. CVC Capital Partners is a leading private equity group with $115bn of assets under management. The apparent rationale for the transaction as disclosed was that Sonae would benefit from the know-how and experience of the CVC group to support Sonae MC’s growth strategy. CVC Capital Partners has currently 100 investments, 24 of them in the retail sector. One of those investments is in Zabka Polska, one of the fastest growing (convenience) retailers in Poland with a country wide network of 7,000 franchised stores. Sonae MC’s main competitor in Portugal is the Jerónimo Martins group who owns the Biedronka retail chain in Poland as well.

European Commission intends to allow minimum prices from manufacturers

The European Union  has published plans to allow manufacturers to set a minimum price for their products. This is currently still forbidden. This has been published as a draft guideline called the Vertical Block Exemption Regulation. In the Netherlands, vertical price fixing has been a reality for many years. All supermarkets sold the same articles at the same price. This phenomenon ceased to exist in the 1970s. Consumer price rules are regulated on a European level in cartel law and are due for renewal next year. A draft is now ready for public consultation.  The definitive rules on vertical price fixing may still change as this is still at draft stage from the European Union.

Opinion: Favouring more sustainable practices and products

While the climate crisis has been a topic high on the agenda for a while, the UN has now declared the situation as code red for humanity. The promotion of responsible consumption is essential and requires transparent agro-ecological practices and the introduction of more ethically sourced products within the food manufacturing and retail sectors. When looking at the progress made by some of the giants within the agri-food industry it is evident that ecological approaches are increasingly encouraged by the sector’s actors. For example, Nestlé has partnered with the Earthworm Foundation to train 250 of its farmers in regenerative agriculture and is committed to agroforestry programs across several brands with the aim of reducing its greenhouse gas emissions by 50% to achieve net zero emissions by 2050. Unilever has made a similar promise and plans to achieve zero emissions on all its products by 2023. Other brands such as Lavazza are committed to achieving carbon neutrality by 2030 and the chocolatier Cémoi has put in place a “transparency plan” which helps train producers in more sustainable practices that provide higher yields while avoiding deforestation. Manufacturers are also listening to consumers’ demands and expectations and are switching to products with less packaging or recyclable packaging. Confectionary brands such as Mars and M&M’s have partnered with companies to develop biodegradables packaging made from natural ingredients. Companies are investing millions into these projects with ambitious targets which shows an industry-wide push towards saving the planet and creating new sustainable practices. But will these goals truly be achieved? All this can only work if everyone in the value chain is willing to make an effort: retailers to accept the inevitable cost implications, and consumers to understand the reasons behind price increases and investments made by producers. Only a collective effort can lead to a successful outcome.

New German Food Trends that are here to stay

FTI-Andersch is a consultancy focussed on corporate restructuring.  One of its partners recently wrote an article which appeared in the Lebensmittelzeitung on what he considers to be the 5 most important recent food trends. The first 3 trends (snackification, ghost locations and immediate delivery) were all accelerated by both the recent lockdowns and fast reaction by more enterprising elements of the foodservice industry. Snackification – Many people spent the lockdown in home-office.  The traditional classical split of breakfast/lunch/dinner has merged into smaller portions of snackfood, to be consumed whenever time was available. Food experts see this as healthier than eating at 3 larger eating events.  Snackfood is moving rapidly from an unhealthy to a more healthy basis (smaller portions, higher quality) indeed similar to Spanish tapas or Asian food.  Like home-office, this trend is here to stay and is a big opportunity for food retail and foodservice. Ghost kitchens –  Some restaurant owners managed within a few weeks to reinvent their business and convert to high-quality home delivery or pick-up, competing with already established pizza or döner delivery services.  Consumers quickly took on the concept  of eating Michelin-star dishes in their own home environment and without having to cook themselves. From Organic to Organic & Regional – Traval over the last 18 months has been either difficult or impossible.  This has led many people to look in more detail at their local environment, local food stores and farmers‘ markets.  Similarly, more and more restaurants name the source of their raw materials, eg their meat and vegetables during the asparagus season. One-stop shopping –  The demise of Germany’s department stores did not come about overnight.  Purchasing behavior has been evolving over the years, moving into boutiques, specialist outlets etc.  Some operators understood these trends and opened shop-in-shop concepts, ran special brand promotions or even opened a fine-dining outlet within their premises.  During lockdown, people developed a need for one-stop shopping.  In the longterm we will continue to see food retailers that just copy discounters.  But also those that develop speciality sections with unique product ranges, promote regional produce, have experienced personnel such as EDEKA Zurheide in Düsseldorf. Immediate Delivery – Home delivery of groceries before lockdown was a more or less underdeveloped business which post lockdown could not cope with the unexpected demand.  Nowadays, deliveries normally work within 2 or 3 days of ordering.  However, may people are not prepared to plan so far ahead and want to live a more spontaneous life.  Recent start-ups like the Oetker-owned Flaschenpost or Gorillas promote delivery within hours, not days.  Such companies are still at an early stage, but judging by their success in Asian markets, they too are a reality and here to stay.  And food retailers who do not react could potentially be about to lose a business sector to third-parties.

Alcohol Drinks Market – Size, Trends, RTD Alcohol & New Drinks (2021/2022)

Following the rise of the COVID-19 pandemic, the alcoholic drinks market has changed dramatically in the past 18 months alone. Many people are investing more in ready to drink cocktails at home as a result of bar and pub closures, for example. But with all of this in mind – what is the global ready to drink market looking like worldwide? Who are the major consumers, and what are some of the most popular beverages heading further into the New 20s? Let’s take a look at some data and market research. [lwptoc linkColor=”#dd9933″] How much is the alcohol industry worth? As of 2020, the global drinks market is worth around $1.49 trillion USD. That, believe it or not, was a slight shrinkage from the previous year, meaning the growth rate dipped during the pandemic. Despite people buying and enjoying RTD beverages at home, much of this dip in the alcoholic beverages market could be attributed to venue closures. Overall worldwide revenue for the market in 2020 falls just short of $1.5 million USD. Despite this downturn, analysis shows that market growth might be just around the corner. Is the alcohol industry growing? Market research suggests that rising demand for alcohol across the globe is expected to pick up again, with an annual growth spike of around 10.03% expected for 2021. Some analysis claims that the market will expand from $1.49 trillion USD to $2.2 trillion USD by 2025. This, again, could be as a result of re-emergence from the pandemic, post widespread vaccination, and reopening of venues. The industry seems to be growing globally, with the Asia Pacific market providing healthy sales throughout 2020. In fact, China continues to produce the most revenue from alcohol worldwide, and therefore might be considered the fastest growing regional market. Around 43% of all spending on alcohol by 2025 will, according to analysis, take place outside of the home. Therefore, an increase in e-commerce dependency may tip the balance in favour of home consumption in the years to come. The global ready to drink market is likely to grow, and with key players in the specialist beverage niche such as hard seltzer growing in popularity, trends are only likely to spike further. If You’re Looking For a Beverage Marketing Agency to Help You  Market Your New Alcohol Product with Cutting-Edge Strategies Contact Us Today What is a ready to drink alcohol? Ready to Drink (RTD) alcohol has seen a large boom recently. Drinks that fall under the RTD category are those that come ready-mixed, such as home cocktails, which would normally require extensive preparation. As mentioned, a popular side to RTD cocktails include hard seltzers, which essentially emulate soft drinks with low alcohol content added in. This may include root beer, for example, or gin and tonic available in cans. Of course, there are hard seltzers with higher alcohol content, too. When did RTD alcohol become popular? RTD alcohol has been around for decades, but it has only become popular with a consumer market in North America, South America and beyond through its ‘light’ credentials – and its massive convenience. Reports show that refined versions of ‘alcopops’ from the 1990s and 2000s are causing large surges of interest across the US and Japan. This comes as a result of consumers starting to look more carefully at their health – concerned about sugar content in spirits and wine as well as in the food they eat. There is also an increasing interest amongst consumers in gluten-free RTDs and associated brands. How big is the RTD alcohol market? The RTD market is said to be worth around $714.8 million USD as of 2020. This is thought to be growing ever more, with around 12.0% CAGR (or compound annual growth rate) expected year on year heading up to 2028. Many analysts believe this trend will continue largely as packaging evolves and new single serve options arise in the years to come. Of course, the relatively low price of premium, ready to drink cocktails will also likely serve the market well. How big is the cocktail mixer market?   The cocktail market, in general, is worth around $86 million USD, as of 2021. This is expected to grow to hit more than $1.4 billion by 2026, past the mid-decade marker. This is hardly in contrast with the ready to drink cocktails market, with there still being considerable interest in home mixing alongside pre-canned convenience. What is the most popular alcohol in 2020/2021? Beer remains the king of global alcohol sales in 2020, though it will remain to be seen if this stays the case heading into 2021. With RTD sales spiking, it is unclear whether or not cocktails will ever grow past the allure of lager. Spirit brands such as Smirnoff remain hugely popular with consumer markets worldwide, while there is still a keen taste for wine the world over. What drinks are trending? As we’ve observed, RTDs are only going to continue to enchant consumers. However, report analysis shows that there are going to be big surges for tequila, whiskey and Cognac in the year ahead. This interesting shift towards spirits, yet again, arrives on the back of limited access during the pandemic. Whiskey, in particular, did not fare too well during lockdowns, however, as bars and venues open back up, it appears to be back in the glassware again. What is the next big spirit? Keep an eye out for tequila, and maybe even mezcal, heading into the next year. While the market share for RTDs with innovation may be high in the here and now, people will start getting back into the bar drinks and mixes they know and love post-lockdown. However, it will also be interesting to see 2021’s report with regard to the COVID effect – will demand for online innovation continue? There may be significant home drinking conversion that could weather years to come. It’s going to be a very interesting report, to say the least. In the meantime, global markets such as China, Japan and other eastern territories appear to surge ahead – so we will have to see how their individual beverage demand trends affect the global standard. Ready to Enter the Market With Your New Alcohol Product? We Can Help With Food and Beverage PR, Research, Strategy and Execution- Contact Us Today SOURCES https://www.winemag.com/2020/12/17/drink-trends-bars-2021/ https://www.morningadvertiser.co.uk/Article/2020/11/12/Best-selling-alcohol-brands-2020 https://www.forbes.com/sites/joemicallef/2021/01/13/after-covid-the-top-ten-trends-shaping-the-adult-beverage-market-in-2021/?sh=369c943e461d https://www.marketdataforecast.com/market-reports/cocktail-market https://www.grandviewresearch.com/industry-analysis/ready-to-drink-cocktails-market https://www.theiwsr.com/news-and-comment-radius-trend-rtd-evolution/ https://www.statista.com/outlook/cmo/alcoholic-drinks/worldwide https://www.statista.com/forecasts/696641/market-value-alcoholic-beverages-worldwide

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Hot Drinks Market Trends and Size – What’s “HOT” in 2021/2022

As a nation of coffee and tea drinkers, it’s not surprising that the hot beverage market is hotly contested by all the major brands and their various black coffee and tea options. Although there are no signs of things changing in terms of traditional black coffee and black tea leading in terms of sales and popularity, there is a greater mix in variety. In the following post, we are going to look at some of the most significant trends that are currently directing the hot beverages market or will be over the next year or so in 2021 and 2022. [lwptoc linkColor=”#dd9933″] Hot Beverages Market – Where Tradition and Innovation Meet In 2018, the global hot drinks market size topped at an amazing $250B and it is predicted by industry experts and manufacturers that it is going to continue seeing an annual growth rate of about 6% until 2025. People drink hot beverages for a whole host of reasons and on specific occasions. The majority of people who drink hot beverages regularly do so as part of their routine or habit as if by clockwork. For instance, the very fact that we have a tea variety called English Breakfast that is one of the most popular in the UK and other countries too is a testimony that we are creatures of habit when it comes to hot drinks. Then there’s the increase in coffee shops and chain store cafes. Even McDonalds provide coffee as an alternative to their carbonated drinks options. The world’s interest in hot drinks is not slowing down. If anything, it’s increasing. Particularly, as you will see, from many of the unique options and choices people are making. About a decade ago, something like Bubble Tea would have been considered a local delicacy, if it was that well known outside of its country of origin. But as people look for more interesting flavours and health benefits, they are willing to push the boat out and try new things. If You’re Looking For a Beverage Marketing Agency to Help You With Innovative Marketing Strategies Contact Us Today Hot Drinks Market Share As we noted at the outset and as has been the case for many decades now, coffee and tea hold their position as the most popular drinks in the hot beverage market. Fruity infusions, herbal teas and green tea are showing signs of increasing demand and popularity, but not enough to knock off the behemoths quite yet. Trends in the hot beverages market Now let us take a look at some of the notable trends in the hot drinks market. No one is really going to dispute the position of coffee and tea, but it’s what’s happening beyond those cornerstones that are fascinating, and in some ways how coffee and tea are produced, formulated and drunk that is most intriguing. Though Black Coffee and Tea Hold Their Position – Fruity and Green Teas Are Increasing in Popularity As noted above, coffee and tea, as they always have been for some time now, continue to dominate over all other hot drinks in the global hot beverage market. One of the most interesting findings that would be hard to spot really without looking closely at the numbers is the popularity of black tea. This still makes up a large majority of around 80% of the total tea market. However, there has been a noted, though very slow, decrease in its popularity. While classics like English Breakfast, Assam and Earl Grey remain the biggest sellers, more people are turning to more herbal, fruity and green tea infusions. Greater Variety of Coffee Options Like with the tea market and the general hot beverage market where coffee is consistently on top, the coffee market is the same as it has been for some time and tradition is driving a lot of the numbers. It’s no surprise that black coffee is the most popular. However, many people now like fancy alternatives to straightforward coffee, with cappuccinos, flat whites, Americanos, lattes, and other varieties gaining in popularity. This is likely due to the continued success of coffee shop chains like Costa Coffee and Starbucks. Healthier Choices That hot drinks manufacturers have been looking to produce healthier options for their customers is perhaps not new. However, since the Covid-19 pandemic, there has been a greater emphasis by consumers looking for hot beverages that will help improve and maintain their health and wellness, and companies looking to capitalise on it. Like mental health, in particular, has become a hot topic in recent years, more companies and brands will likely start produc9ing and selling products that are designed to help relieve stress and help customers relax. Ingredients like l-theanine, naturally found in tea, are expected to be used and featured more and more. Greater Emphasis on “Value for Money” and What That Means The uncertain times we have been living through for the last 18 months and beyond has meant most people have had to make major changes to their budgets and lifestyles. This has meant that more than ever before, people are making more considered and calculated decisions about the food and drink they buy. It’s not so much that they are looking for “value for money” and only buying the very cheapest products. Rather than just being about the money, it’s about choosing products that offer measurable and tangible benefits. Recent market figures suggest that around 46% of all global consumers think of good value for money concerning high-quality products and ingredients, but products that fulfil singular or various specific needs and requirements. That’s why we are starting to see many more hot beverages labelled as “single-origin tea” or “cold brew coffee” because consumers are becoming more educated and making informed decisions about the sourcing of these drinks, how they are made and recognise those descriptions as denoting quality. Sustainably Sourced Ingredients If you thought the Covid-19 pandemic would distract consumers from their growing interest and desire for more sustainably sourced ingredients in the products they buy, you were completely wrong. If anything the pandemic intensified the importance of traceability and sustainability. There is also a greater need for customers to feel connected to their local communities and local products. According to the figures, around 47% of global consumers consider sustainable production methods crucial when buying products like hot beverages. While 52% consider locally sourced ingredients and products more important than ever before. It is getting to the stage where it is not just a “nice goal to achieve” to develop strong and trusted ethical credentials and values, it has become essential. We expect that more locally sourced coffee and tea products will become more popular. This means any labelling and information regarding the ingredients and where they came from, are important. Organic food and beverages certifications along with evidence of Rainforest Alliance credentials are going to be even more commonplace in the future as a result. Greater Interest in Small Luxuries Having said that, there is still evidence to suggest that a trend that is not going to go away is towards luxury drinks. Some brands, including Ferrero UK & Ireland, have found that when it comes to hot chocolate, it’s how it’s presented that can make the difference. Although it’s towards the bottom of the hot drinks market due to lower volumes of sales compared to tea and coffee, it is still drunk by around 53% of people every week. One of the things companies like Ferrero found is that when consumers want treats, those little special treats, they are willing to pay a bit more for something extraordinary food. For example, companies that produce chocolate flakes for hot chocolate are starting to get more attention from the buying public. Greenseed Group is a Food and Beverage Marketing Agency That Can Help You With Innovative Marketing Strategies and Bringing Your New Hot Beverages to a Wider Local and Global Audience Using its Vast Network Contact Us Today

Innovative Food Marketing Ideas and Examples (2021/2022)

Why is being aware of innovative food marketing important? Simply put, to compete successfully in an already busy and competitive marketplace, you need to stand out from the crowd. With each year and each new development, that is becoming harder and harder. That is why it is important to keep your finger on the pulse and be aware of the different innovations food marketing companies and brands are using. If you are looking for inspiration for the types of cutting-edge marketing ideas you could use to promote your food and beverages products, this post will help. [lwptoc title=”Table of Contents For Quick Navigation” linkColor=”#dd9933″] What are the new marketing innovations you should know about?   As noted at the outset, the world of food and drink marketing is evolving just as the technology itself is evolving. Companies are looking at various techniques and tools to ensure that their products are relevant and appealing to their target customers. What are some of the most innovative marketing techniques that you should be aware of? We’ve listed 5 that we feel are especially noteworthy below: Virtual Reality Although it feels like it has been around for decades, due to the many advancements that have been made in tech since it was first invented, it is now a more viable and powerful tool, that many food and drink companies are making use of innovative marketing ways. You can use it to develop interactive tours of distilleries, food production factories or chef’s kitchens. For many foods and drinks brands, their marketing methods focus on getting a customer to try samples, which will then encourage them to buy their products. Virtual Reality is a great way to give potential customers an interesting experience that they can then associate with your brand.   Scan the Product Not the Packaging   Some brands have started branching out and taking mobile marketing strategies and techniques further. For instance, while in the past, brands would encourage their target audience to scan a code on packets or other places so that they could benefit from free products or other special offers. Nowadays, some brands have devised technology that allows customers to scan actual food products. This is a great way for your brand to understand the popularity of your products without giving them away for free – a technique that was also used often in the past.   Special Codes Lead to Apps and Special Experiences On the subject of brands using codes. Some have recently made use of QR codes that customers can scan on promotional packages of their products to lead their customers to open special apps. Once these apps open they are treated to a special experience. For instance, a soft drinks company in conjunction with a sports event enables the consumer to use a code on the can to access an app that means they can have a virtual selfie taken with one of their favourite sports personalities.   Packaging Being Used in Innovative Ways With lots of brands turning to more eco-friendly ways of packaging their products, this has led food and drinks companies to think of innovative things that can be done with the cardboard that their food is often presented in. Many have designed them and given instructions that help customers to transform their boxes into vintage toys or virtual reality headsets (in a similar way to Nintendo’s existing Labo cardboard virtual reality headset or the Google Cardboard idea)     Holographic Displays One way other marketing companies and brands are getting around the fact that while people are usually looking at their phones throughout the day and using them regularly if they are actually in stores shopping, they might not be. To make brands and certain promotions stand out, some have invested in high-tech holographic displays that can be placed in-store to draw attention in 3D to a specific product or promotion. This is a great interactive way that doesn’t require customers to download and install an app for it to reach because customers simply have to enter a store with the holographic display running. Kit-Kat in Japan used this unique and cool form of marketing to wish exam students good luck   Innovative Ideas For Marketing Your Food Product   We understand that it can be hard to constantly come up with new and effective food marketing strategies, especially as the industry is constantly in flux. To give you a helping hand, here are some marketing campaign ideas that may be ideal for your food brand. Highlight and Draw Attention to Your Responsible Sourced Ingredients   Consumers are more aware than ever and care more than ever about what goes into the food products they buy and consume. If one of your big selling points is that you have ethically and responsibly sourced ingredients, then make sure you highlight this prominently as part of your marketing strategy. Use Technology to Offer Consumers Insight Into Your Food Production Methods   Whether you utilise AR technology, QR codes or Virtual Reality in some shaper or form, you can help consumers to connect with your food business and products more by offering them special insights into how the food they love (or are going to love) is created. Many companies in the past have used similar approaches, using codes on packaging to give an interesting insight into the story of main ingredients and how they become the finished product. Think Beyond Insta Posts   Although Instagram still definitely has its place and is incredibly popular, especially for food, there are various alternatives out there or methods that people use to bolster the efforts of their Instagram marketing campaigns. For instance, a well-known hamburger chain in America released its comedy HipHop mixtape, tapping into the enduring appeal of HipHop and mixtape culture. It was considered a huge success. Could you do something like that? Although you don’t want to distract too far away from the product itself, adding other interests of your target audience into the mix is a great way of attracting more people to your brand and food. It may also be worth jumping on less saturated social media platforms. Keep an eye on any new up and coming platforms like Tik Tok and research how it can be used to market to your audience. If You’re Looking For a Food Marketing Agency to Help You With Innovative Marketing Strategies Contact Us Today   Innovative Ideas For Marketing Your Beverage   Following on from the above, we have some great ideas for your drinks marketing strategy.   Are Your Drinks Healthy?   If they are, make sure that is one of the things you lead within any marketing campaign, as health drinks have proven to be very popular in recent years. Customers are looking for drinks that they can supplement their healthy diet with.   Does Your Drink Have a Unique Taste or Ingredient?   Again, if the answer is yes, then promote it, as you want to make your drinks brand stand out from the many other drinks brands flooding the market.   Offers and Competitions   This could be featured under either heading as a great market campaign idea for both food and beverage companies. Social media is a great place to engage and interact with your customers. One great way to use platforms like Facebook, Twitter and Instagram are by running special competitions and offers. Especially those that drive customers to purchase your products.   Examples of Innovative Food and Drink Marketing   Taco Bell – Cinco Del Mayo Snapchat Filter   In celebration of Cinco De Mayo, the global chain of Mexican fast-food restaurants, Taco Bell released a special filter that turned Snapchat user’s faces into huge tacos. Around 224 million people are reported to have taken part and used the filter. Jim Beam – Virtual Reality Story of a Shot   Jim Beam, the American whiskey giant had an innovative way of advertising through virtual reality. It offered customers a glimpse at the life of a shot. As well as quirky and entertaining, it was a great way to show the actual processes involved in making their delicious drink. RePizza   One of the most bizarre but also ingenious food marketing campaigns we discovered involved restaurants located in the Xintiandi district of Shanghai. To help reduce the amount of food waste and make sales on leftover ingredients, they joined forced and used all the leftovers to create pizzas that they branded as RePizza. The options change nightly and various flavours are available. Greenseed Group is a Food Marketing Agency That Can Help You With Innovative Marketing Strategies and Bringing Your Food Product to a Wider Local and Global Audience Using its Vast Network Contact Us Today

Webinar: Finding Brexit Solutions

Convenience is still king

Sales of groceries to Danes have marked record high growth over the first 5 months of 2021. The otherwise apparently unstoppable discount sector is losing actual market share for the first time in years. There is still significant growth in discount, as the market in general has grown significantly. Based on market shares, however, we have seen a clear trend this year, where all supermarkets, from the smallest grocery store to the largest department stores, are gaining ground in relation to discounters. The 2 largest Danish retail groups believe that this trend is temporary and that consumers will revert to normal routines. When everything reopens and stabilizes, they expect a normalization of the market, and that consumers will also prefer shopping at discounters again as they will have less time. Another interesting question is whether online retailers can retain the many new customers they have attracted in the past year. According to the leading online retailers across the Nordic region, once customers shop for groceries online, they appreciate the convenience and are likely to continue using the service. What could drive consumers to go back to classic retail from online and go back to discounters from supermarket? Probably price and convenience. But which one will be decisive in the end? Time is money considerations may win out. We do not have any past experience – at least not in the Nordics for this. Using South Korea as an example, in 2014-15, it was hit by the MERS pandemic, which was more severe locally at that time compared with COVID-19 in the Nordics now. Then online sales of groceries had an extreme upswing in 2015 and continued to increase in the following years. It became a snowball effect and not just a temporary increase that later declined. Instead, it continued to grow. It is critical for retailers understand the nature of the online shop and how shopper needs change over time.  And It is critical for online grocery to adjust their structures and develop their buying power to meet changing consumer demands. For the classic retailers their existing structure is under threat. Online retailers need to develop a new structure with robotics and efficiency that can meet changing consumer demands. Several other factors will also be important for the development. Sustainability and Climate. Is it more efficient to deliver from one place to 100 households or is more sustainable to have 100 households to go to a shop? Is it better for the climate to have 1000 shops filled with products or is it more efficient to have one fully automated warehouse and deliver to 500,000 households? All these questions will become relevant. At the end of the day consumers will no doubt change behaviour, they have done so through history and “self-collection shopping” started in the 1960’s and is now being challenged for real. I believe the online retailers who are not bound into existing structures have an advantage. I believe we will see a similar development in grocery retail as we have seen in clothing and non-food and the future winners are not necessarily today’s leaders. Consumers’ perception of convenience will decide the winner.

Tesco and Carrefour Buying Alliance is Over

The UK’s biggest retailer and Europe’s biggest retailer have called time on a buying alliance they first announced in 2018.  At the time Tesco’s then CEO David Lewis hailed the ‘collective product expertise and sourcing capability’ the alliance with Carrefour would bring, and said this would ‘improve choice, quality and value’ for consumers. The deal looked strategically attractive 3 years ago.  The rise of discounters Aldi and Lidl were putting increased pressure on the attractiveness of own label ranges and an alliance was seen as a way to pool expertise and buying power, to be able to offer better deals to shoppers and make the supermarkets look more attractive vs their price-based rivals. But it seems clear that the benefits of the alliance over the last period of time have not been compelling enough in practice to justify extending the arrangement.  And, of course, the environment has changed too. The pandemic has shifted the focus onto other priorities, not least online, Tesco has a new CEO and Carrefour have themselves been embroiled in a potential takeover by Canadian group Couche-Tard. The UK has also left the EU (a decision known at the time of the alliance), although Tesco deny that Brexit is the reason for the decision taken. It still remains the case that Tesco and Carrefour are very complementary businesses in terms of categories and geographies – and some commentators would argue that the merits of a merger perhaps might one day not be unthinkable.  But for now each retailer will focus on its own business.

Mere, an uncompromising Russian low-end retailer will launch in Belgium

The Belgian expansion of the Russian price fighter retailer Mere is about to take place. The first three locations are now known and the timing is also fixed: in September, the discounter will open in Opwijk. Mere is a Russian low-end retailer that sells a limited number of food lines and essential products at absolute rock-bottom prices, often from leftover batches. The chain claims to be up to 20% cheaper than Aldi. Mere wants to open ten shops in Belgium before the end of the year. At the same time, the chain also plans a considerable expansion in other Western European countries: the chain has been active in Germany for two years now and recently opened its first Spanish shops. In addition, France, the United Kingdom, Italy and Austria, among others, are said to be on the agenda. The ambitions of the Russian chain seem surprising, but perhaps the timing is no coincidence. In recent years, discount chains Aldi and Lidl have moved into the mid-market segment. Meanwhile, it is becoming clear that a recession is looming after the corona crisis and, at the same time, food prices are rising. The combination of these elements may provide an ideal breeding ground for an uncompromising price fighter.

Food and Drink Sales performance 2022- drinks the star performer

Italians, confined to their homes due to Covid, have found comfort in food but also in drinks. Mostly alcoholic. This was recently revealed by Nielsen’s analysis of the evolution of the shopping cart (online and offline) recorded between January and March of this year, which shows that beverages are the best performer across the board grossing 315 million euros more than in 2020, posting growth of 13.6% for the quarter. Not only was the increase in expenditure of beverages about four times greater than that of consumer goods in general (+ 3.5%, equal to 5 billion euros), but this was spread over various categories of products. In fact, seven of the top 15 categories with the greatest growth in sales were of beverages – six of them involving alcoholic products. Beers took first place in the rankings in 2021 with 70 million euros of additional sales made between January and March. In second place were the Italian Doc and Docg wines, increasing sales value by 60 million euros, and in fifth place are the dry Charmat sparkling wines (38 million euros). The only soft drinks in the top 15 categories were colas, which increased sales by € 16 million in the same period. The space that beverages are conquering in household spending budgets is also confirmed by their absence among the top down categories, i.e. those that have been most affected by the new spending trends. Another sector to grow was fish-based second courses which grew by almost 50 million euros and fish specialities such as sushi which grew 35 million euros. Furthermore natural frozen fish products grossed 21 million euros more than the previous year while the fishmonger sector grew by a third in sales. Overall Italians increased their budget for the purchase of fish, molluscs and crustaceans by 120 million euros. Apart from increases in sales of vitamins and supplements, other categories also returned large increases year on year such as cold cuts (with over 35 million euros sales increase), ground coffee (+ €20 million) and sweet snacks (+ €16 million).

SIAL China 2021: Business as Usual and Decrease in Tariffs

Despite COVID-19 still hurting large parts of the world, Asia’s biggest food and beverage exhibition SIAL China took place in Shanghai from 18 to 20 May 2021. The three-day event hosted more than 4500 exhibitors from over 30 countries and regions. Due to the pandemic the 2020 edition had to be postponed until September 2020, but the 2021 edition took place as planned. The pandemic is largely under control in China. Demand in the country is slowly getting back on track and the Chinese economy is experiencing significant growth rates again. A major challenge today however is international logistics and customs clearing, which takes longer than in pre-pandemic times. China lowered tariffs to boost food business in 2020 In the hope of boosting the international food business, Chinese authorities lowered the tax rate for over 80 food and beverage-related items in February 2020, in the midst of the pandemic. This included import tariffs imposed on food items such as frozen pork, frozen avocados and non-frozen orange juice. E-commerce maintained China’s food and beverage revenue The rapid development of China’s e-commerce since 2000 has spurred the growth of China’s food and beverage segment. Statista predicts that food and beverage revenue via e-commerce in China in 2021 could surpass $170 billion, accounting for over 60% of the world’s total. It also said it is likely to maintain an annual growth rate of over 8%, with a projected market volume of over $244 billion by 2025.

Picnic wants to conquer France city by city

Dutch online supermarket Picnic is officially launching in France. After a test in Valenciennes under the pseudonym TocToc, the company is now going for a phased roll-out. Picnic is now officially active in France, starting with the town of Valenciennes in the north of the country. Earlier, a limited test launch took place under the name TocToc, possibly to mislead the press, but now the Dutch company confirms its ambitions. From now on, all inhabitants of Valenciennes can register via the French app and Picnic will start a phased rollout, which will be done city by city, just like in the Netherlands and Germany. “We have been preparing the launch in France for two years,” says co-founder of Picnic Michiel Muller. “Valenciennes is a typical Picnic city: it is home to many families who like to save time by having their groceries delivered at home.” At the moment, the online supermarket has around 20 delivery staff and 10 electric delivery vans in France, which can deliver to 60,000 households from a hub in Anzin. By the end of this year, the pure player will have about 50 delivery staff and an expected 30 trolleys. The motto “Meilleurs prix, livrés gratuit” will appear on the vans. Picnic says it will also focus on local products in its assortment. At the beginning of May, German supermarket group Edeka increased its stake in Picnic, which was founded in 2015 in Amersfoort. The e-commerce player has been active in Germany since 2018 and today claims to have one million customers. This includes 650,000 customers in over 125 Dutch locations and 350,000 customers in some 40 German municipalities. In 2020, the turnover doubled to 500 million euros, and in 2021 Picnic aims for one billion euros.

The US Retail Landscape Continues Shift to Centralization

The industry trend towards centralized retail merchandising continues in the US with two recent retailer announcements: both Whole Foods Market (500 stores) and Albertsons Companies (2,253 stores) are shifting to more centralized operating models. Whole Foods states, “These changes are designed to improve support for our stores and distribution centers as we remain committed to delivering an exceptional customer experience in stores and online.” The changes are intended to streamline the retailers’ regional merchandising, operations, team member services and technology departments to a corporate model to gain efficiencies – but these changes will require brands to adapt their go to market approach. What does this mean for brands? One upside from centralized, corporate merchandising is a simplified selling process. Instead of having to sell across a dozen fragmented divisions across the US in the case of the Albertsons Companies, developing a deeper relationship with the corporate buying team will be the focus. It will also be possible for brands with strong data-driven success stories from other retailers to be able to scale more quickly across more stores. This shift will also enable tighter stock management, as corporate planograms should lead to leaner, more uniform assortments that are not as regionally fragmented across divisions. On the flip side, centralized buying models could mean that small brands are more likely to get lost. The risk profile goes up, dealing with one corporate team making the decisions – the old strategy of “nail and scale” region by region will no longer be possible. It will also be necessary for brands to have access to more operating capital, as more investment up front will be required to be successful in more stores. Bigger companies may squeeze out the smaller players if they are unable to adapt. The question will be, how can small players continue to innovate and bring forth category-disrupting ideas that will convince corporate buyers to take a chance?

Opinion: Taking a closer look at what nature has to offer – time for seaweed to take its place in the sun

Sometimes we just don’t see what we have all around us.  Despite the increasing preoccupation, over the last decade or more, with nutrition, natural food and how various ingredients in combination with others affect our bodies, it seems we have occasionally overlooked some of the best of what nature can offer us. Having been a basic food in Asia for centuries, it is only recently that seaweed is beginning to be considered in Europe as a potentially fundamental part of the diet. The nutritional interest of seaweed derives from the scientific evidence of its added value for protein generation, texture and organoleptic  improvement,  and as a good natural food preservation method. The additional benefits seaweed brings in terms of added minerals such as zinc, potassium, iron and iodine and vitamins – especially B12 which nicely supplements a vegan diet – make them highly attractive for their incorporation into Europeans’ basic diet. Moreover they offer further beneficial properties as antioxidants, as anti-inflammatory agents and in improving cholesterol levels. Algae in general are increasingly being used in the food industry not only as a direct ingredient in a side dish or a salad, but also as an alternative to artificial additives and processed food. For example, we now find ice cream makers and beverage producers using them as an added value ingredient. Seaweed farming – which as of 2014 accounted for circa 30% of all aquaculture production and was predominantly seen in AsiaPacific countries –  is starting to be developed in some European countries as part of general aquaculture programmes, using both intensive methods, but also in an artisanal way through marine orchards in estuary waters. Seaweed is just one of nature’s bountiful ingredients that we haven’t made the most of till now.  Doubtless you will have views on others too.

Energy Drink Market Trends, Growth and Growth Rate in 2022

Although you would think energy drinks companies would be suffering, because of the sugar tax as well as the Covid-19 pandemic, the opposite has been true. While gyms were closed due to lockdown, people continued to work out at home and outside, which meant the sports drinks and energy drinks industry continued to thrive. In the following post, we outline some of the key developments in this progressive and growing industry, looking at the real winners and some of the key market trends for the future. [lwptoc] How much is the energy drink market worth? In 2020, global energy drinks sales had reached a staggering $57.4 billion. This is amazing when you consider it was valued at about $43 billion in 2016 and $53.01 billion in 2018. There is a lot of love for energy drinks among consumers, love that is showing no signs of dying off. Is the energy drink market growing? Yes, it is continuing to grow – you only need to look at the numbers above to understand that. And when you consider that it is expected to reach a value of $86.01 billion in just 5 years in 2026, meaning it will have experienced a compound annual growth rate of around 7.20%, energy drinks are unlikely to disappear any time soon. NEED HELP BRINGING YOUR NEW ENERGY DRINK TO MARKET? Our food and beverage marketing agency can help Contact the Greenseed team today for a chat about your goals and let’s use our network to help get your product in front of a huge audience. What are some upcoming energy drink market trends? With the energy drinks market continuing to garner interest and experiencing constant growth, interesting times lay ahead. Whether you are interested because you are actively involved in the energy drinks market, or are just idly curious about it, we’re sure you’ll appreciate the next part of this post. In it, we are going to look at some of the biggest trends in the global energy drinks market. The Big Three Brands Lead the Pack Within the global energy drinks market, three companies are more popular than others. Even if you didn’t know the numbers, you already hit upon the companies, because it is the most obvious top three energy drinks – Red Bull, Monster and Lucozade. So, even though there is Rockstar from AG Barr and various other contenders to the throne, the almighty three are holding their own and it’s unlikely any of the smaller brands will break through to the upper echelons of the energy drinks market. Innovations in Flavours Is Crucial To the casual consumer, it may not seem like there was much innovation going on in the energy drinks market. However, the reality is that’s simply not true, as there are more varieties and different flavour combinations and twists being released than there ever has been in the past. Consider some of the following intriguing flavours as evidence of this trend. For instance, there’s the Watermelon and Strawberry Cooler Lucozade Blast or Monster’s innovations ranging from the zero-calorie Ultra Blue collection of flavours to the Pipeline Punch offers. Whereas Red Bull recently introduced the Coconut Berry variant to the existing group of flavours. Monster are also constantly expanding their Ultra range to include more and more exotic flavours. Natural Energy is a Thing and Growing When you think of energy drinks, you almost certainly think of high sugar content in the form of glucose or a specific synthetic alternative. That’s very true with the bigger brands, but in recent years there has been a surge of smaller brands that have been gaining traction in the industry and capitalising on the public’s increased health awareness. This is thanks to their natural ingredients and natural energy claims. These companies are now very much marketing energy drinks as health drinks too. Purdey’s is just one example, as is Runa, made by Vita Coca, which derives its energy from the guayusa super leaf and Yusa which relies on the same natural ingredient for its energy-giving properties. Diet Energy Drinks Are Behind Much of the Growth We already noted that despite all the issues that could stack up against energy drinks, such as the sugar levy and the Covid-19 pandemic, sugary energy drinks are still making gains. The interesting thing is, though, that while diet drinks only account for a smaller section of the market, they are the products that are actually behind much of the overall growth of energy drinks. Their value has shot up over the last year or so by 16%. It’s innovations from the teams at Red Bull, Monster (with their popular “Ultra” range) and other leading brands that have played a big part in that number and increase. Health concerns and therefore, health consciousness is very much trending and calorie-free/sugar-free energy drinks are capitalising on this. Who is the target market for energy drinks? As you may have guessed from their packaging and wilder flavour innovations, the obvious targeted market is generally teenagers and young adults, between 18 and 34 years old. We’re not suggesting there is no interest from other age groups, but the majority of people who help keep the global energy drinks market afloat are the younger generations. Who sells more Red Bull or Monster? Do you know some people who love Monster more than they love Red Bull? It happens, however, despite the best efforts made by the team behind Monster to position it ahead of close rivals, Red Bull, the original and, what many people would call, the best energy drink remains on top in terms of sales figures. That is, of course, subjective since Monster isn’t very far behind as you’ll find out below. How much market share does Red Bull have? As of 2020, Red Bull had a very strong 43% of the global share of the energy drinks market. With Red Bull and Monster accounting for a whopping 82% combined market share of the global market. What is the top-selling energy drink? It’s no surprise, when you consider the market research findings and answers to the above questions, that the original Red Bull is the best selling energy drink. Top 10 Selling Energy Drinks in the World Red Bull – (Austria) Monster Red Bull – (Thailand) Rockstar  – (Pepsi-owned) Eastroc Super Drink Hi-Tiger Lucozade NOS (Monster-owned) Oronamin Burn NEED HELP BRINGING YOUR NEW ENERGY DRINK TO MARKET? Contact the Greenseed team and let’s use our food and drink PR network to help your product reach a massive audience. RESOURCES: https://www.investopedia.com/articles/investing/022315/energy-drinks-industry.asp https://www.grandviewresearch.com/industry-analysis/energy-drinks-market https://www.prnewswire.com/news-releases/the-global-energy-drinks-market-size-was-valued-at-53-01-billion-in-2018–and-is-expected-to-grow-at-a-cagr-of-7-20-to-reach-86-01-billion-by-2026–300899836.html https://onlinelibrary.wiley.com/doi/pdf/10.1111/j.1541-4337.2010.00111.x#:~:text=The%20targeted%20demographic%20group%20is,%2C%20herbal%20extracts%2C%20and%20vitamins. https://www.t4.ai/industry/energy-drink-market-share

Esselunga top for profits but the real boom is for the discounters

For the big retailers, 2020 was an exceptional year: especially in the first phase of the pandemic, the hoarding effect and e-commerce caused a boom in sales. Retail sales increased by 5%, of which 1% is attributable to the surge in the online channel. Showing greatest overall growth were the discounters (+8.7%), then regular supermarkets (+6.8%), according to a recent study which expects total grocery retail to decline this year by 1.6%, thus bringing total growth to +3.3% over two years. For e-commerce, on the other hand, another strong push of 60% is expected, which could bring this market segment to 3% of total grocery sales, two years ahead of pre-pandemic estimates. However, this share is still quite limited if we consider that in various countries it is between 5 and 10%, or even higher. Although the market share of the top 5 in the sector is growing strongly, passing between 2015 and 2019 from 52.8% to 57.5%, it is still significantly lower when compared with France, Great Britain and Germany. Among the 17 Italian groups considered, Conad took top position after the purchase of the Italian Auchan network, followed by Selex (with the Sun consortium). In leading position for cumulative profits in the five-year period 2015-2019 is Esselunga, with overall net results of €1.3 billion. Esselunga has the world record for sales per square meter with € 15,913. In second and third place are the English giants J Sainsbury and Tesco.

Coop Sweden first to show the food’s sustainability footprint

Scan the barcode on the product you are going to buy – and get the product’s sustainability footprint analysed across ten areas. Coop has just released sustainability declarations on over 10,000 items. It is a completely new and world-leading way to help customers make more informed choices, according to the chain. By scanning the barcode on a product, the customer receives information about the product’s footprint based on ten different areas related to climate, environment and society. The sustainability declaration has a scale between one and five in each area. The lower the number of a product, the lower the sustainability footprint the product is judged to have. The sustainability declaration will help customers eat more sustainably, but also guide the development of Coop’s range. Coop’s sustainability declaration is based on the Sustainable Food Chain’s selection of ten aspects for sustainable products, which in turn are based on the UN’s 17 global goals for sustainable development, Agenda 2030. The Sustainable Food Chain is an initiative from the WWF. Based on the ten areas included in the sustainability declaration, recognized research and official data are used to classify production countries and / or raw materials and create sustainability declarations for the goods. The model is based on the country of origin of the raw materials (primary production) as well as where the processing took place. The ten areas are: Climate, Biodiversity, Fertility, Water, Pesticides, Eutrophication, Animal Care and Antibiotics, Working Conditions, Locals, and Law Enforcement and Traceability. The regulations, developed by Coop, which show the calculation model, sources and method, are open to everyone to read. The regulations are regularly revised as research progresses and new useful sources for data become available.

Opinion: A major task

Our food and our eating habits have come more and more under scrutiny. How we eat and what we consume has a direct impact on the climate and influences earth health. Red meat and sugar are often the focus of criticism in sustainability campaigns. Studies show that our planet can benefit from a change in our diets. Vegan, vegetarian and flexitarian diets would significantly reduce CO2 emissions – we would thus be able to protect biological resources, the climate and ensure sustainable and varied use of farmland: we need to change the way we eat. In order to succeed in accomplishing this mammoth task, food and drink companies need to work harder than ever before to develop sustainable products and concepts that will help consumers to make the right choice. Although plant-based is gaining momentum, it is just not realistic to assume that everyone will adopt a vegan lifestyle or a flexitarian diet in time to help save the planet. For companies operating solely in the plant-based field, being sustainable is easier per se, and others have added vegan SKUs or even whole product ranges to their portfolios. But other food and drink companies can make the sustainability proposition fit too, e.g. by using environmentally friendly packaging and taking on (more) social responsibility – just to point out two of of the many areas where changes can be made. Recent developments in the food and drink industry and in the trade alike give hope that sustainability efforts are on the right track. But will they be in time to protect the world’s resources?   The implementation of plastic reduction strategies for packaging was a milestone. In an effort to develop packaging material from renewable, recyclable raw material, many food and drink companies have been working relentlessly to create innovations, introducing paper-based packaging for chocolate or even spirit bottles. They are also trying to reduce packaging, e.g. by giving up additional lids (e.g. pots and drinks), changing to flowpacks (less material, recyclable), making bags smaller in size, or reducing material strength. Or in another positive development, we are seeing more and more product concepts that create awareness for sustainability and allow consumers to contribute and support those in need – sourcing cocoa responsibly or providing a meal with the purchase of a snack. Admittedly, while sustainability is high on consumers’ agendas, there is a gap between preference and willingness to pay, which will most likely remain, at least in part. However, no matter which product category a food and drink company plays in, or which markets they target, sustainability should be part of their strategy, never ceasing to educate consumers, driving this topic home and contributing their part to a healthier planet for future generations to enjoy. Nicole Günther Managing Director Green Seed Germany

Food To Go Market Poised for Comeback

The UK food to go market took a big hit in 2020, with sales plummeting 45.5% over the year, from £21.2bn in 2019 to £11.6bn, according to a recent report from Lumina Intelligence.  But there are signs that the market could rebound in the coming months as suppliers and operators plan new ways to cater for consumers In a different working and leisure environment. Lumina forecast that 72% of sales levels seen in 2019 will be recovered over 2021 and report that 34% of consumers plan to work from home over the next 12 months, while some 38% are dissatisfied by their own efforts to make lunch! One third of them have sought out food to go options during the working day while away from the office. Coffee shops, retailers and sandwich outlets have responded already with more heat at home options.  And as days at the office become less of a daily routine for many, this could be a great opportunity for food to go operators to premiumise ranges as office workers look for something a little more special on the rarer occasions they work in the city or town centre. Making more of outside space will also be a priority – not just because the weather is (or should be) improving steadily now, but also because outside hospitality is finally open in the UK.  Outdoor spaces for picnicking can also offer consumers opportunities to enjoy food and drink they purchase on the go.  All of which could mean that once the pandemic is firmly behind us, the food to go channel could resume a very healthy position in the overall market, inspired by new learnings in response to adversity.

How to Market Frozen Food – 7 Marketing Ideas to Boost Your Business

Ever since the concept of freezing food to store it and keep it for longer, the frozen foods market has been a profitable section of the food industry. People like them because frozen foods can allow people to buy more food and plan out weekly and monthly eating plans. That being said, just because it is possible to have success in the frozen foods market, it doesn’t necessarily mean you are going to have success. You need to figure out the best marketing strategies. In the following post, we are going to help inspire you with some great frozen foods marketing strategies. Is the frozen food business profitable?   There is a lot of evidence to suggest that frozen food businesses can be profitable. The frozen food industry was valued at a massive 291 US Dollars in 2019 with a predicted t However, as is the case with just about any new business, you must carry out an in-depth feasibility study into whether it’s worth it. You also need to keep in mind that it doesn’t matter how profitable an idea for a business is, if you do not have a comprehensive business plan and strategy in place to market it and make it a success, you could suffer losses and may not get anywhere with it. How do I start a frozen food business?   It may be surprising to learn that starting a frozen food business can be relatively simple, and does not involve as many overheads as some other food businesses. However, a lot of planning is involved. Although we’re not going to cover this subject in great detail in this post, take a look at the following overview for some ideas of how to get your ideas off the ground: Pick the products you are going to prepare/cook/sell and who you are going to sell them to Create a business plan Pick your preferred delivery method Raise capital Get your business licenced Look into storage space Consider becoming part of a franchise How do I market my frozen food business? It doesn’t matter how amazing your frozen food business and the products that make up your food line are, if no one knows about any of it (especially the right people, your target audience), you are unlikely to achieve any success. You need to have a well-thought-out food marketing plan to make sure people know about your food products and why they should part with their hard-earned cash for them.   NEED HELP? Contact the Greenseed team today for a chat about your goals and let’s use our network to help get your product in front of a larger audience.   Although there are thousands of different techniques and strategies you can use, we are going to look at some of the best frozen foods business marketing ideas and best marketing ideas in general.     Get Online If you are not online yet, why not? More and more people are shopping online, for everything from books and clothes to food, including frozen food. The popularity and success of eCommerce are expected to continue growing, therefore there is no better time than now than getting a piece of the action. When you have your frozen food business website, you have greater control and flexibility when it comes to the management of inventory and back-office procedures. Start in your Local Area When you are just starting, one of the best business marketing ideas is to focus on the local food market for your frozen food line. You will find it much easier to build your brand, create strong name recall and encourage customer loyalty when you are based in the same location as your target audience. Make Use of Existing eCommerce Platforms What if you don’t have the time or inclination to create your website just yet? You can set up one of the many existing eCommerce services offered on other popular high-traffic sites. Places like eBay and Amazon are especially great places to start while you get yourself and your business established and drum up some interest in your brand and frozen food lines. Start Blogging If you have a website or eCommerce site or even if you just have accounts on the top social media platforms, a great way to advertise and market your business is by using an online blog. While you will need to find the right topics that are going to attract your audience’s attention and connect with them, you can use other connections with your target market to find these out. Some great ideas for blog posts include: Discuss why your products are better than what’s already out there Why frozen food products are more popular these days The benefits of buying frozen food You don’t always need to publish blog posts that are directly selling your business and its products and services. For instance, you can publish a blog post when you want to communicate changes and special events that are coming soon. Setup Accounts on Social Media Platforms Where are most people? On social media. Therefore, if you want to raise awareness for your food line and brand, you need to build a presence where the people are. Social media isn’t only for connecting to and engaging with your customers, though, as you can also use it to showcase and even sell your frozen food items. Instagram and Facebook are perfect examples. These can allow you to set up shops within your profile or page and whenever you post about products, you can tag them. Anyone that clicks on a tag will then be taken directly to a product page that allows them to order that product. Establish Links to a Popular Event in Your Local Community One of the best ways you can create a buzz and increase awareness of your brand and your product line is by establishing a link with a popular event in the local community. If you align yourself with events that share something in common with your business, such as food festivals and expos or if you are marketing to a niche group of consumers, this is a great opportunity to get your name out there. Don’t Just Get Involved in Online Marketing It’s important that you don’t focus all of your attention and efforts on marketing just online. Print media and food PR is also still very important. The best options are magazines and newspapers. Taking advertisements in these is a great strategy, especially if you target the publications that your audiences look at. Summary The frozen food industry is certainly considerable in size and value, which may make you think that successfully starting a frozen food company is easy but the competition is fierce in many areas of the market. We hope our marketing tips here will set you off on the right path to success with your new frozen food business. If you need help from the experts to get your product out into a wider local and global market, a food and beverage marketing agency like Greenseed could be just the ticket to success. Contact Us today for a chat about your goals and let’s help get your product in front of a huge audience.

Sales of veggie and vegan products up 24%

Vegetarian and vegan products enjoyed strong growth before the crisis, but today sales are really rocketing: +24% in value for the entire category, according to Nielsen figures up to the end of February this year. Vegan and vegetarian products have had an excellent year. The category’s rise already started a year ago, to the extent that several supermarkets were already expanding their offerings and their own corner was getting bigger. The growth in the number of flexitarians continues unabated today, especially among millennials, despite (or thanks to?) the health crisis. Consumers, who are more attentive to everything to do with health, are demanding vegetarian, vegan and eco-friendly alternatives. Delhaize has an extensive range of 137 products to meet the growing demand of vegan, vegetarian or flexitarian consumers. “The reasons for the category’s success are multiple: to start with, more and more Belgians have a flexitarian lifestyle. We also register this via the sales of products in our vegan and vegetarian range, which have risen by 20% in 2020 and even by 30% during the first two months of this year,” a spokesman said. It is also clear at Colruyt, who remarked: “People have different reasons for choosing vegetarian food. Environmental friendliness plays an important role, as do health and animal welfare. The category had a strong start to the year in 2020 and this momentum continued during the first months of the pandemic.

French Supermarkets to Phase Out Plastic Packaging With Refill Stations

French grocery chains will have to begin switching to food refill stations as part of a new environmental bill. The law, which has been passed by the French parliament, will require retailers to phase out disposable plastic packaging and dedicate a fifth of their store to allow customers to buy dry food products using their own reusable containers. MPs in France have voted in favour of new legislation that would force large supermarket chains in the country to make it easier for customers to bring and shop using reusable containers. The anti-plastic packaging bill, which is a part of a swathe of environmental and climate resilience measures being debated, will still need to be discussed and passed by the Senate next month before being implemented. If passed, the legislation will require retailers with a storefront larger than 400 metres squared to dedicate 20% of their space to food refill stations by the end of the decade. It will apply to dry food products, such as pasta, cereals, beans, and rice. Smaller businesses and non-food shops such as off-licences and wine stores will not be subject to the new rules. Barbara Pompili, the minister of ecological transition, said that the law is designed to “not put distribution networks into difficulty”, but instead to promote the phasing out of disposable packaging to combat the world’s mounting waste crisis. Recent studies suggest that the global plastic crisis is so severe that even with an 80% reduction in plastic use, the planet will be left to tackle over 710 million tonnes of plastic waste.

Opinion: Looking to raise capital or sell your food or beverage business? How is the US M&A climate post-pandemic?

Over the past 20 years, I have personally helped incubate many food or beverage companies in the US retail food market, making them attractive acquisition targets to both private equity and strategic food corporations. Green Seed North America’s sales and marketing team have been instrumental in developing the US market strategy and US sales growth for many food companies that eventually resulted in some very successful sale transactions. Our international case studies of success include: Siggis Icelandic Yogurt that sold to French dairy giant Lactalis, UK’s Pukka Herbs that sold to Unilever, Violife the Greek non-dairy cheese brand was acquired by Upfield, and UK’s Quorn meat-free foods enjoyed transactions with UK private equity and eventually sold to Asian food giant Monde Nissin. In each case the US sales performance and future growth opportunity in America (underpinned by Green Seed’s role), made them an even more attractive target for investment or acquisition. But post-pandemic, how is the landscape today for these types of deals? Is this a good time to raise capital or even sell your food business?  What are the key metrics that today’s investor or acquirer is looking for? According to Nick McCoy of specialist US M&A advisory firm, Whipstitch Capital, the pandemic dropped the number of food M&A deals by 40%, as deals went ‘on pause,’ but by midsummer things began to slowly recover. By the end of 2020 the value of M&A deals was significantly higher than Q4 2019. The good news is that food or beverage company valuation levels remain strong, with no indication of poorer valuation multiples for early stage companies for both raising capital and selling outright. It is clear that large US strategic acquirers are certainly open for business. Through the COVID period, many of the big consumer product companies generated significant increases in cash; many have paid down debt and now are very much looking for acquisition deals. Also deals are moving faster, with M&A teams now prepared to carry out due-diligence and execute transactions ‘on Zoom.’ In 2021 it appears they will continue to pay premiums for attractive growth food companies. But the trend is that Big Food Strategics are now making fewer investment “bets,” favoring acquiring companies with a proven growth record in on-trend categories, rather than smaller speculative investments. They typically have a preference for the larger scale opportunities, typically aiming for food companies with sales greater than, or trending towards $100million. The US economic climate remains positive for food companies; with the COVID stimulus checks for consumers, persistently low interest rates for raising funds via debt, and also over a trillion dollars of private equity capital looking for growth investment opportunities. Private equity remains competitive in the M&A food space and is also prepared to pay premium acquisition prices for quality growth companies. In many cases private equity can move faster and outbid strategic food companies with investment packages that are often more creative and attractive for owners and management teams. So, what are acquirers and investors looking for in smaller, earlier stage, emerging food or beverage businesses? In the US we would define a smaller food or beverage company as having sales in the $20million to $50million range. In smaller niche food businesses investors typically look for: A good leadership team Consistent sales growth Brand and products that are differentiated Operating in an attractive, on-trend category, where ideally sales are incremental to the category, with the brand attracting new category users Good product velocities (rates of sale) when compared to the competition A company that’s focused on one category, and is not too stretched Proven success in a few of sales channels e.g., natural retail, grocery and club, but not too stretched. Still with room to expand. Good retail distribution levels e.g., 30-50% of the retail universe, but still with room to expand the footprint to more stores A good retail block of products in-store and room to expand with new products Great products with healthy repeat purchase rates, with room to deepen consumer penetration to become mainstream Ideally healthy EBITDA margins in the 15-20% range and/or a path to greater profitability With most or all of the above checked off, a higher valuation of 3x sales and 10-15x EBITDA might be expected in the current climate. After the uncertainty of 2020, the US M&A market appears to have fully recovered and now strengthened. The Food and Beverage sector is clearly seen as an attractive segment for the investment community. Last year, we were all reminded of the simple pleasure of preparing meals and eating at home, with this in mind the investment community’s interest in food companies and brands has been reenergized. David Wilson Founder & Owner Green Seed Group North America david.wilson@greenseedgroup.com

National Food Strategy puts health and climate change action centre stage

Henry Dimbleby is one of the founders of the Leon restaurant chain, a healthy fast food business which has grown to over 70 outlets in the UK and Europe.  This week the Issa brothers, who are also acquiring supermarket chain Asda, announced they would be purchasing Leon for ca £100m. Dimbleby is also responsible for developing the government’s National Food Strategy and is proposing a radical overhaul of the food and drink system, with plans to tackle obesity and an attack on ultra-processed food and intensive farming.  What could this mean for suppliers? The first plan already in place is to ban promotions and advertising for products high in fat, salt or sugar, which is due to come into force in April 2022.  This is leading many snack manufacturers to consider the formulation of their products.  Some also fear that an extension to the levy on soft drinks high in sugar already in place could be extended to other products. Action re climate change and meat production in particular, is also on the agenda, as he has publicly commented on excessive consumption of animal products. He will make recommendations in his full report due to be published in July 2021, and it will then be up to the government to take decisions. But it’s clear that many parts of the supply chain are already taking action.  Tesco, for example, has announced that it plans for 65% of its sales to come from healthy products by 2025 and has set a target to increase sales of plant-based meat alternatives by 300% by 2025, as it steps up its work to halve the environmental impact of food production.

Foodservice in Germany – 2020 Rankings

The trade paper Food-Service has published 2020 rankings prior to the (in this year, virtual) foodservice trade show Internorga in Hamburg. The pandemic has left dramatic traces in the professional food business in Germany: -29.8% with approx. € 10.7bn turnover in 20,286 outlets of the Top 100. This significant drop compares with +6.1% in 2019, which was an excellent year. McDonald’s and Burger King together account for almost 60% of fast-food with around € 4bn of turnover. Burger King showed a turnover decline in 2020 of 12.7%, slightly better than at its competitor. McDonald’s showed significant shifts, e.g. from in-store to drive-counter, shifts in drive/ deliver/ digital. In 2021, McDonald’s will celebrat its 50th birthday inGermany. Fast-food in 2020 was 63% of the Top 100 turnover. Burgers and pizza did comparatively well in 2020 as did the sales channels “to go” and “delivery”, e.g. Domino’s, Call a Pizza, Smiley’s, Burgerme and Freddy Fresh.

AH to Go – at work

Dutch retailer Albert Heijn opened an unmanned version of AH to Go in an office building owned by coffee machine company Pelican Rouge. Albert Heijn cooperated with Selecta, a Swiss company responsible for the unmanned mini-supermarket Foodie’s. This food concept has zero staff, products can be scanned using a self-service scanner and the store can be open 24 hours a day if necessary. Each store is custom built, no two locations are identical. The ambition is to have a minimum of 100 unmanned AH to Go versions open this year. Thanks to the corona pandemic, the office has been given a different function, with fewer people working regularly on site it has become more a place to meet.  This makes the mini supermarkets a welcome addition to any catering facility.

Coop Sweden sets new climate goals for its suppliers

In addition to its own targets as a retailer, Co-op Sweden is now also setting requirements for its supplier base. Coop’s new climate goals are in line with the goal of limiting global warming to 1.5 degrees and within the framework of international cooperation science based targets. Coop has carried out an analysis of climate emissions across the entire business value chain; from the production of goods to transport, to sales in store and online. The greatest climate impact comes from the production of food and other goods, waste in stores and warehouses, packaging and transport. Co-op’s goal is to reduce climate emissions from the entire food chain and meet the targets of the Paris Climate Agreement. The production of food and other goods that Coop sells contributes the most to its climate impact. Therefore, COOP has now chosen also to set goals for suppliers to reduce their global impact across the range of food it sells. Similar steps could be expected from other Nordic retailers.

German grocery – latest 2020 data

Nielsen TradeDimensions has recently published latest turnover data for the Top 30 grocery retailers, including their estimates for the largest fascia. Covid was of course the main reason for an overall 10% turnover increase in 2020 of the Top 30, which amounted to almost € 264.1bn, of which food accounted for almost € 223bn (+8.2%). Amongst the Top 4 (EDEKA, REWE, Schwarz and ALDI) there was not much change in turnover or market share where EDEKA lost 0.4%, REWE gained 1.1%, Schwarz +0.5% and ALDI +0.1%. These 4 now account for 74.5% of the Top 30 compared with 70.2% in 2019. The 4 have led the Top 30 list now for quite a few years. Only REWE has showed recent gains, mainly through its acquisition of Lekkerland. There will be further movement in the 2021 data due to the break-up of the Real superstores by Metro in 2020 at No. 6. In 2020.  The new No. 5 in the list is the drugstore chain dm, closely followed at No. 7 by its direct competitor Rossmann. dm turned over      € 8.5bn in 2020, Rossmann € 7.3bn and Müller (No. 13) approx. € 3.1bn. All groups with a foodservice focus, e.g. Metro, Bartels-Langness (Citti), Transgourmet – suffered due to the pandemic. Two chains with an organic focus fared quite well in 2020. Dennree climbed to No. 16 in 2020 with sales of € 1.4bn and Alnatura to No. 19 with € 1.1bn of sales. EDEKA last year turned over more than € 67bn, resulting in a market share of 25%. The regional divisions increased turnover by 10.8%, their Netto discounter by 8%. REWE achieved € 55.6bn sales in 2020. Its Penny discount division grew by 5.4%, a lower level in comparison to direct competitors (Lidl +9%, Aldi Nord +8.4%, Aldi Süd +8% and Netto +8%)  

Opinion: Brexit and Global Britain

Brexit is no longer a debate about philosophical or practical pros and cons.  The UK has left the EU, surrendering the benefits of club membership for freedom to strike out alone.  It is now keen to draw exporters’ attention to opportunities elsewhere, while enticing the US, Australia and others to come to the table to discuss new free trade arrangements. This is to be a new era of ‘Global Britain’, to use Boris Johnson’s expression.  What could this mean for UK food exports on the one hand, and those targeting the UK market on the other? The short term impact on trade has been dramatic. Data released by the Food and Drink Federation show that food and drink exports to EU markets in January 2021 slumped by 65%.  UK imports were also down, but much less starkly. While some of the drop in exports could be accounted for by both stockpiling ahead of the Brexit deadline and the impact of Covid movement restrictions, it’s notable that UK exports to non-EU markets did not show anything like a similar rate of decline. The reality is that – despite the euphoria at the announcement of an EU/UK Free Trade Deal on Christmas Eve last year – it’s actually the non-tariff barriers in place 8 days later that have done most to snarl up the movement of goods.  SMEs have particularly suffered as many logistics providers halted the groupage arrangements on which so many rely to get their smaller loads onto the Continent. Many food products now need to get their goods signed off by a vet to obtain an Export Health Certificate, including many composite foods containing meat or dairy. While on the import side, new UK requirements on EU producers due to come in this month have been postponed, so the full effect of new challenges here is yet to be felt. It’s clear that the consequences of leaving a trading bloc are going to cause additional friction for all parties. But it’s also probably the case that things may get a little easier in time.  Exporters (and customs officials) will get better at handling the bureaucracy.  And the EU and UK may find ‘clarifications’ which smooth out some of the worst troublespots. Looking beyond the EU, what does ‘Global Britain’ really mean? To some there are echoes of colonial Britain of yesteryear. To others it implies taking a bigger role on the geopolitical stage, as much as a change in trading focus. In some ways the term seems an accurate descriptor of UK food tastes and orientation. UK consumers are cosmopolitan and eager for new experiences.  Early adopters of ethnic cuisine many decades ago, Brits not only seek out new, challenging and exciting flavours when they eat out (or, nowadays, get food in!), they also expect to find them on supermarket shelves.  A skilled food manufacturing sector adapts recipes for UK tastes, and exports them very successfully too. The UK has always been and will remain open to both authentic specialities and new product concepts from other markets – whether from the EU or elsewhere.  Seeking out innovation (brand, product formulation, convenience, sustainability) is in our DNA. As for exports, the EU still dominates, accounting for 61% of total UK food and drink exports. Strip out commodities and it’s a full two-thirds of the total. On the other hand China is the fastest growing destination. But to put that in some perspective, exports to China are not quite half those to The Netherlands.  There is some way to go. The UK government is bent on demonstrating the benefits of Brexit by striking free trade deals with major markets, to prove it has the clout to achieve ‘better’ or quicker results on its own, than it could by being part of a trading bloc.  Not an easy task. Plenty of bumps in the road and awkward compromises to come. If Global Britain means anything from a food and drink perspective, then it’s not about favouring the rest of the world over the EU – or indeed proving it can punch above its weight on the world stage. It’s much more about finding markets, both near and far, for UK food innovation, and a genuine openness to source the best the world has to offer for its curious and demanding consumers. Simon Waring Managing Director, Green Seed UK swaring@greenseedgroup.co.uk

Sports Drink Market Trends for 2021/2022 and Beyond

In this post, we look at the sports drink market – considering not just its market size, but also the various trends that are already having an impact on the market and the trends that will have a greater impact in the future. [lwptoc] A Brief History of Sports Drinks It’s hard for people living now to think back to a time when there was no such thing as a sports drink on the market. Back in 1909, however, the advice of James E. Sullivan, who was in charge of the US Amateur Athletic Union at the time, was that runners should not “get into the habit of drinking and eating” during races, as some prominent runners had done, because he suggested it was “not beneficial”. Sounds laughable now, doesn’t it? When modern scientific understanding dictates that consuming certain nutrients before, during and after any kind of exercise can be beneficial to performance and recovery. It’s even more humourous when you consider just how massive the global sports drink market is and the sheer number of brands and products out there. They are all working to meet the increasing demand of consumers. Nowadays, it’s not just athletes who drink sports drinks (if it ever really was.) How big is the sports drink market? Although the numbers vary depending on the report you read and when it was published, during 2018, the global sports drink market was worth more than $23.54b. There are no signs of this continued sports drink market growth slowing down any time soon, as it is likely to continue to increase during the forecasted period of 2019 to 2026 with a CAGR of 4.2% to $32.61b. When and Why did sports drinks become popular? Sports drinks steadily became popular since their inception. Gatorade is often credited as being the very first sports drink and its creator Robert Cade considered the inventor of the new form of beverage. The interesting thing is, however, that Lucozade, the incredibly popular and successful British sports drink, already existed a good number of decades before. It was invented by a chemist called William Owen, who originally purposed sugar water as a palatable source of energy and calories for the sick. The main reason Gatorade is often credited as being the first all comes down to the fact that Lucozade didn’t receive proper beverage marketing as a sports drink until the mid-80s. Although it had been available since 1965, Gatorade only became more mainstream popular following 1983 when it became the NFL official sports drink. Once Lucozade realised their product could be remarketed as a replacement energy sports drink, it quickly gained popularity from 1985 onwards. Trends to Watch in the Sports Drink Market Now, let’s look at some of the interesting developments and trends in the sports drinks market.   Got a sports drink ready to go to market? If you need help from an experienced international food and beverage marketing agency Contact Us today to see how we can help!   Brands Target Millennials and Women Consumers As two of the fastest-growing sports product markets are Millennials and Women, sports drinks brands have been continuing to release new beverages aimed specifically at them. A driving force is that over the last few years more women have been actively been involved in sports. As Millennials are very interested in environmental issues and love variety, they are always looking for new and exciting flavours and eco-friendly products. Increase In Esports Drinks As strange as it sounds, thanks to the continued increase in popularity of Esports, and the bigger sponsors and larger prize funds that come along with it, many brands have created Esports-specific sports drinks. The gamer space within the young adult market is one experiencing the biggest growth. Brands like Engage and Nau Drinks are developing beverages that offer ingredients that help with brain health and performance. Super Drinks Are Becoming More Prevalent In the past, different sports drinks offer different functionality, which often means consumers would need to buy and consume a variety of these to get the best results. A growing trend, however, is for brands producing what is being dubbed as “super drinks”. These are all-in-one beverages that offer multiple claimed functions. Niche Brands and Manufacturers Are Challenging the Bigger Brands Smaller sports drinks manufacturers are having a lot of success in challenging the bigger brands with more niche products. As the global sports drink market becomes more and more competitive, there are plenty of opportunities for these brands. One great example of this is the brand BodyArmor, which is one of the fastest-growing, that offers functional ingredients for specific use. Natural Ingredients and Clean Labels Consumers in the sports drinks market are interested in clean labels and natural ingredients. The problem with these terms is that there is no standardized or universally-accepted meaning. However, the trend of reformulating existing beverages and formulating new beverages to meet natural clean label standards is still happening. Though it really depends on the brand and the consumer what those words mean, many brands are still producing products with clean energy, clean performance, and clean protein claims. Natural Sweeteners and Low-Sugar Alternative The sports drink market is also seeing a greater push for drinks with low sugar levels and natural sweeteners. Despite the prevalence of sucralose, many are turning to use ingredients like monk fruit. In the past, the issue with many of these natural sweeteners was the fact that their flavour had a lingering bitterness that was not pleasant. Thanks to developments in stevia flavour and technology, however, low-calorie sports drinks that taste delicious are more widely available. Fortified Rehydration One niche market within the sports drinks market that is also experiencing a boost is Fortified Rehydration. These are drinks that are electrolyte-fortified, clean waters that are being marketed as rehydration sports beverages as post-workout recovery aids. Branded products like Resqwater from Intelligent Beverages contain bioactive ingredients like L-theanine that help with brain health. Powered Rehydration Sports Drinks Following on from the above, rehydration sports drinks in powder form are becoming increasingly popular. Products like SOS Hydration and Liquid I.V. are just two of the big names. Increasing Demand for Functional Sports Drinks for Consumers in Developed Countries With the increased awareness everyday consumers have in health and wellbeing, there is an escalating demand for functional beverages. Rather than just seeing them as refreshments, consumers consider sports drinks to be convenient food and nutritional supplement products. This is driven by the sustained focus on free from, natural, wellness and protein trends. Isotonic Sports Gaining Popularity Isotonic drinks are typically sports drinks that have been formulated to contain the same concentrations of sugar and salt that are naturally in the body. The science behind this is that they are better able to replace fluids lost through sweating quickly while supplying a high level of carbohydrates. Unsurprisingly, as they are the go-to choice for the majority of athletes like long and middle-distance runners and those participating in team sports, isotonic drinks will continue to grow in popularity. With impressive growth expect for this kind of product between 2017 and 2022. This particular segment of the market accounted for over two-fifths of the revenue share of global revenue towards the end of 2017. Modern Trade Set to Become the Most Important Distribution Channel Out of all the different distribution channels utilised, it is forecasted that modern trade of sports drinks by the end of 2022 will have amassed a value of $8,700m. This means more extravagant product ranges, increased customer interaction when they purchase and more promotions. Summary Overall, there seems to be an interesting blend of brand new trends and a return to the old-school in the sports drink market’s future. Though one thing remains clear – sports beverages and their market value is projected to go from strength to strength. Got a sports drink in the pipeline? Need help from an experienced international food marketing and beverage marketing agency? At Greenseed Group, we’ve got the expertise to help get your beverage in front of a larger market. Contact Us today to see how we can help!

Opinion: Europe First?

Market isolation or any form of economic nationalism has never been successful. Great civilisations grew on the basis of strong communication, logistics and world trade. Brexit is once again proving that folding back on your own does not automatically mean everything runs better.  It takes two to do international business.  Supply and demand need to find each other. The fewer the barriers, the smoother the process. This is especially relevant in the world of food and drink where the just-in-time principle is crucial. Above all in fresh products, administrative and logistical bottlenecks are to be avoided.  It’s often the case that people only realize what the value of a strong relationship is once it is broken.  What was taken for granted has now left a big hole. Growing exports to the other side of the world is tempting.  For European companies it sounds exotic and  prestigious when you supply markets like Brazil, China or the United Arab Emirates. But does it sufficiently supply growth and profit?  Is your brand being noticed, can you achieve a decent market share? Often the business is limited to simply being present and shifting boxes. International development is a process.  A step by step approach delivers the best results. The phase in which your international business sits should define the next export market.  Too often companies opt for quantity of markets instead of quality of sales. Sustainability is high on the agenda.  The Covid pandemic and the climate debate are the new catalysts in this.  The golden era of globalisation is clearly over.   Local has become the new normal.  The consumer reflex towards local buying is less of a patriotic motivation, more the result of a growing consciousness of a shorter supply chain.  Do we need to source chicken from Brazil or mineral water from Japan?  How far does food need to travel? Taking this all into account, now is the right moment to explore export opportunities nearer to home.  Identify a large economic region with limited administration and barriers. It happens to exist already. Food and drink companies should make maximum use of what the European Market was initially created for.  The mission should be to find clients within Europe, to get closer to the European consumer and to develop your brand carefully.  Simply spoken, to take a more focused approach. The EU is one large economic environment with a level playing field, albeit a patchwork of eating cultures and markets.  What has happened in 2020, what we have learnt from Brexit and Covid 19, should be a kick-start for the EU. European food and drink companies should explore opportunities far more in markets on their doorstep. And yes, British companies should still be part of this journey, as should the UK market.  Great Britain remains one of the most interesting export markets for European producers. The UK food and drink industry is known for its innovation and highly skilled manufacturers.  Everything should be done to make sure that European consumers can still enjoy British products and that the UK keeps on sourcing from mainland Europe. Once those first steps have been taken and export foundations built, then perhaps the reach can be extended and continents further away can be in your sights.  Europe the new local? Philip Horemans Chairman Green Seed Group

I want it, and I want it now! A new spin on online delivery

Do you remember the day, seemingly such a long time ago, when an online delivery service called Amazon announced that you could order and guarantee a next day delivery (+ movies thrown in too)? And how impressive that seemed? Well now Prime seems perhaps a little sluggish and, if you live in the right location, you can now almost see the delivery driver approaching your house when you click ‘Submit order’, as a raft of companies are now emerging offering food deliveries in a 10 minute delivery timeslot to demanding shoppers. Germany start-up delivery operator Gorillas has launched in London and promises your groceries in 10 minutes.  It claims to be ‘faster than you’ and that it is going to redefine convenience retail. Another named Dija has been set up by ex Deliveroo employees and claims it will be able to reach 3 million consumers by the summer. A new entrant from Turkey, Getir conveniently sounds like ‘Get here’ although according to The Grocer it is in fact the Turkish word for ‘bring’. The interesting twist in model they bring is the fact that they run their own mini food hubs (rather than supplying direct from stores like Deliveroo and Uber Eats), and buy from wholesalers or even direct from suppliers to preserve margins.  They recognise that time is everything and for Dija an 11 minute delivery is not good enough and will give the shopper 3 months’ worth of free future deliveries . According to Kantar, online grocery market share reached 15.4% in the 4 weeks to end February 2021.  Those who shop online complete 65% of their total grocery spend online.

Organic Food Sales notch their highest level of growth

Organic foods have achieved their highest level of growth in the UK for 15 years in 2020. After 10 consecutive years of growth, sales surged last year as demand from shoppers in lockdown drove an increase of +12.6% and total sales of £2.7 billion, according to the official body, Soil Association Certification in their Organic Market Report 2021. Organic sales outgrew total food (+8%) over the year.  Online was a major factor, where sales grew +36%.  Some 18% of all organic food sales made by supermarkets are made online rather than in store. The best performing categories in organic over the year were canned and packaged foods (+19.8%), meat, fish and poultry (+16.8%) and fresh produce (+15.5%). Concerns over health, animal welfare and product sustainability have deepened since the advent of the pandemic, and these attitudes seem likely to continue to favour opportunities for organic suppliers, who are now able to reach out to more customers – via online channels in particular – than ever before.

Opinion: Is there light at the end of the tunnel?

As we are now coming close to Spring 2021 it is fair to say that in many countries the fight against COVID is in full swing. The general opinion in many countries is that when the vaccination programme is fully up and running it is a matter of months rather than longer until we reach minimum required levels of group immunity so restrictions can start to be loosened. Which means a step back into a normal life. This expectation is fuelled by the fact that fortunately more and more pharmaceutical companies are seeing their vaccines gain approval and production is being scaled up and distribution simplified. This therefore seems the right time to reflect and fully prepare for the period after Covid. Where did you want to go with your business longer term before and how has this been influenced by COVID in the last year? What are the lasting changes / influences that COVID will have longer term on the category in which you operate and what impacs on fundamental consumer behaviour are here to stay? It is obvious that Covid in different ways will have a permanent impact mid- and long term but history also shows that people do have a short memory and often fall back quickly in line with former behaviour. The trick is to find the answers related to (former) longer term developments and mid- and long-term permanent changes due to Covid. A good example is the impulse driven snack bar category which has suffered immensely due to COVID across international markets. Retailers and their suppliers world-wide are still facing declines today but does this mean that retailers in future will, or should reduce available shelf space? Or that suppliers should refocus on other categories or should cut back on NPD efforts? The answer is most probably ‘no’ as relatively soon “after” Covid, the retailers and suppliers that are best equipped to deal with the needs of the “post-COVID” consumer will be the category winners of the next few years. From that perspective I sincerely hope that sooner rather than later we all can say… Yes, there is light at the end of the tunnel. Good luck to you all!! Pim Haasdijk Managing Director Green Seed The Netherlands

Opinion: Some trends are new, some are familiar. Which are here to stay?

However much we might like to, it is still not possible to ignore Covid and the impact it will have in our perceptions, choices, behaviours and constraints. Creating new trends, reviving old ones, reinforcing others: 1. Shopping Lists are back The times when people were lured into the shop by eye-catching demonstrations and appealing offers to trigger impulse buying are gone. Consumers have been willing to reduce their shopping trips, and moved to different shopping environments, such as on-line or convenience. But also their income has been reduced and they have gone back to basics, armed with shopping lists focusing on fundamentals. That also explains the growth of discounters, shelf assortment rationalization strengthening leading brands and retailer private labels. 2. Less global, more local Travel bans affected the migration of workers to harvest fresh produce crops, while transport and logistics has become harder to manage with more border controls and restrictions reinforced by Brexit. Environmental concerns due to carbon footprint will penalize goods that travel long distances. And above all the economic considerations to support local / national producers instead of foreigners. All those factors are impacting on global trade in favour of national / local supply chains. Fresh produce and Meat / Dairy are the most influenced by this trend and these products are being flagged by all retailers with a message to support domestic suppliers and therefore the national economy. 3. More and more sustainable The EU’s engagement with the “Green Deal” towards a carbon neutral society gained renewed strength with the recent political changes in the USA. Retailers’ willingness to show they are ahead of the game is fuelling the process: sustainable energy sources, ISO 14001 environment rules on shops, bans on non-recycable plastic, promoting a  circular economy by fighting food waste. And on their own private labgel products from FSC labels on packaging to MSC requirements on aquaculture. 4. Health, more than ever in general people are now much more concerned about their food consumption habits and strive for a balanced diet. Covid raised health concerns more than ever and in particular trends such as self-immunization have fuelled the consumption of high vitamin C foodstuffs, while hunting out “negative” ingredients such as preservatives, colourings or sweeteners has never been so high. The health issues’ impacts on retailers are very wide. It is not only the shopping environment that needs to be clean and safe, it is the whole supply chain tracking and compliance that deserves the utmost attention. Again, the implications for own label are higher than ever: from the traceability of the key ingredients, to forbidding trans or palm oils or even with the obsession of salt levels. In the end, this is good news for consumers: they will be buying sustainable, safer, healthier and more local products. But, if they are impoverished…can they afford to pay the price? And if not, who is going to pay? Luis Garcia Managing Director Green Seed Portugal

Opinion: Grocery in the year of Covid: the 6 key trends that we will bring into 2021

2020 has just ended and it’s time to analyze the consequences of the Covid 19 pandemic in primary consumer goods sold in retail. While the focus here is on Italy, many similar lessons have played out across European markets. The year produced a historic result for sales, but it has also unhinged pre-existing structures and balances, accelerating current trends in purchasing behaviour. The pandemic has affected the sector in a number of ways: 1. The size and composition of consumer baskets 2. Purchase channels 3. Price management 4. Competitive structures 5. The offer on the shelves 6. The renewal of the offer 1. Changes in the size and composition of consumer baskets 2020 saw two periods of strong sales acceleration. The first occurred at the beginning of the health emergency, with the surge in demand aimed at increasing stocks of essential products and to cater for the need to consume meals at home to replace restaurant consumption. Following the ease of restrictions, during the so-called «phase 2», sales increases slowed down, a trend which continued throughout the summer. The second period of strong (but less dramatic) sales acceleration took place from the beginning of October, with the emergence of the second wave of the epidemic. 2. Changing purchasing channels chosen by consumers Strict restrictions during the first lockdown had marked a significant shift to neighbourhood stores, especially the superettes and small supermarkets. Following the relaxation of restrictions there was a marked acceleration of the discount sector, especially in the second half of 2020, coinciding with the worsening economic hardship felt by families. This trend was amplified over the course of the year. 3. Ups and downs in price management The increase in average prices in the first wave of the pandemic was driven almost totally by the lack of promotions. Price levels reduced once availability was restored, and became more competitive still as the discounters grew in importance over the year. 4. Competitive structures are changing Another strong trend theme in 2020 was the development of private label. Own label products gained share compared to 2019, a trend which has continued, while their increased strength also undoubtedly had an impact on the price positioning of brands who sought greater distinctiveness on shelf. 5. Rationalized shelf offer Range assortments have also reduced, affecting both own label and brand owner strategies as they fight for space on shelf. 6. Lack of innovation The number of new launches decreased significantly in 2020 as limited shelf space makes it increasingly difficult to introduce innovation. But those who did manage to launch new products performed significantly higher than the previous year. Key future issues to be faced by all those operating in the world of Grocery will be: 1. Weak deflation in a context of growing economic difficulty for consumers 2. The success of the discount channel 3. The strategies of retailers weaponising their private label capability 4. A return of the promotional activity seeking to redefine its role within the overall marketing mix 5. Range rationalisations in modern distribution 6. The need to relaunch innovation 7. The great opportunity represented by online shopping Sauro Musiani, MD Green Seed Italy

Global Carbonated Soft Drinks Market Facts and Trends (2021 Update)

The global carbonated soft drinks market is a section of the non-alcoholic beverage industry, that includes both regular and diet fizzy drinks, as well as energy and sports drinks. It is an incredibly competitive marketplace. Part of what makes it so competitive is the fact that carbonated soft drinks, whether you call them soda, pop, or by their brand names, appeal to everyone and there are no restrictions on who can and can’t drink them. You just need to walk down the soft drinks aisle of your local supermarket or convenience shop to see how big the industry is. In the following post, we are going to lift the lid on the global carbonated soft drinks market and look at some of the interesting facts and figures relating to it. The things you’ll learn in this post about the global carbonated soft drinks market include: [lwptoc] Although we’re sure you probably have a good idea about certain companies that dominate the market, like Coca-Cola and Pepsi, there will be some things you’re sure to find surprising. How Much is the Global Carbonated Soft Drinks Market Worth? When discussing the soft drinks market as a whole and its market size, it is important to make some distinctions. To give a clear overview of the global carbonated soft drinks market, we are going to cover not just carbonated soft drinks, but non-carbonated soft drinks and soft drinks as a whole. Taking soft drinks as a whole, first, by the end of 2021, the worldwide soft drinks market has been projected that it will be worth $742,235m. Within that, the carbonated soft drinks market is expected to reach a revenue of $394,179m by the end of 2021. Whereas, the non-carbonated soft drinks market is expected to reach a revenue of $348,055m by the end of 2021. While it’s clear that the carbonated soft drinks segment of the soft drinks market is more lucrative, we were surprised that it didn’t have a bigger share. Need help from an experienced international food and beverage marketing agency to get your beverage in front of a larger market? At Greenseed Group, we’ve got the expertise to help. Contact Us Today What Are the Most Popular Carbonated Drinks Sold in the Market? Unsurprisingly, when you look at the global charts and figures regarding global carbonated soft drinks for most years, whether you are looking at the UK, the US, or globally, it is almost always Coca Cola and their classic coke that is the most popular. Within the diet carbonated drinks market, Diet Coke, also from Coca-Cola is the most popular. We say almost always because it is not always the case.   For example, there is a long-standing myth that Scotland is the only country in the world where Coca-Cola is not the best-selling carbonated soft drink. Interestingly, while it is true that Irn-Bru, every year, without fail, outsells Coca-Cola, it is not the only country where it happens. In Cuba and North Korea, there are US trade embargoes in place, which means Coca-Cola is not actually sold there, and therefore, local soft drinks tend to dominate the market in its absence. Who is the Market Leader in Global Carbonated Soft Drinks Market? If you’ve been paying attention to our list, this is not really going to be a surprise. The most powerful companies, those who have the biggest share of the global carbonated soft drinks market, and the non-carbonated soft drinks market are the Coca-Cola Company and PepsiCo Inc. The Dr Pepper Snapple or Keurig Dr Pepper group. Interestingly, though, according to Wall Street, the shares of Pepsico Inc. gained 19.45% from 2019 to 2020 and 49.20% over the last five years, while Coca-Cola Company experienced a gain of 15.75% and 22.13% in the same periods. From May 2020, Pepsi-Co enjoyed a market cap of around $188.6b, whereas Coca-Cola Company was $185.8b. As you can see, it’s difficult to really say which of these brands controls more of the soft drinks market, without looking at specific lines of beverages. Who Owns What Carbonated Soft Drinks Brands? Another interesting aspect of the global carbonated soft drinks market is just how many of the most popular soft drinks are produced and/or owned by either Coca-Cola or Pepsico Inc. While Coca-Cola, in addition to all Coca-Cola varieties (the product it is obviously most famous for) and Diet Coke (although initially released as a diet variation on Coca-Cola, it is a product in it’s own right, especially when you consider the likes of Coke Zero etc), also owns and markets Sprite and Fanta. Whereas PepsiCo Inc. owns and markets Mountain Dew, 7-Up, Gatorade and Tropicana, to name a few. What is the Most Popular Soft Drinks Flavor?   Given their market share, it is not really surprising that during 2019, soft drinks with cola flavors had 55.8% of the global revenue share. Although the development and release of diet-free and zero-calorie cola drinks will likely maintain popularity for the cola segment, the fruit-flavored carbonates segment is estimated to see one of the fastest boosts, with a CAGR (compound annual growth rate) of 6.3% between 2020 to 2027. What does the Future Hold for the Cola Flavor Segment? Ever since the development of carbonated soft drinks, things have changed. Many customers are now looking for healthier options. Compared to other brands and fruit-flavored carbonates, colas have experienced declines and increased competition from other soft drinks market players. However, it is unlikely, given PepsiCo Inc and the Coca-Cola Company’s market share in the global carbonated soft drinks market and in the beverages market in general, that they are not going to dominate. What is the Most Popular Fruit Flavored Soft Drinks? We thought we would take a moment to steer things away from all things cola and look at the fruit flavor carbonates that are most popular.   In the UK, Fanta appears to be more popular than Sprite or 7up, ranking at number 7 in a chart available through Statista for 2018. However, in a post produced by Caffeine Informer, based on estimated brand value, Sprite and Mountain Dew were ranked higher than Fanta, Dr Pepper and 7-up. Is the Global Carbonated Soft Drinks Market Growing or Shrinking? In terms of the global carbonated soft drinks market, there has definitely been market growth. Even with the Covid-19 pandemic, the soft drinks market remained buoyant with it estimated at being worth $994.7b during 2020, with it likely to reach $1.4 trillion, by 2027. That’s right, a trillion. Need help from an experienced international food and beverage marketing agency? At Greenseed Group, we’ve got the expertise to help get your beverage in front of a larger market. Contact Us today to see how we can help!

Not everyone is turning vegan or seeking out a plant-based diet

Given the amount of publicity generated in the food media on new plant based launches – combined with the success of Veganuary where around half a million consumers signed up to pledge a vegan diet for a month – you would be forgiven for thinking that barely anyone was still eating meat and dairy. According to a YouGov survey over 60% of UK consumers say they are unlikely to follow a plant-based diet over 2021, but still close to a quarter of those aged 25-35 and also 55+ claim they are likely or very likely to do so. Many consumers are not sure what a plant-based diet really means.  Most believe it means cutting out meat and sometimes dairy completely, where others see it as following a vegan or vegetarian diet. The reasons for following a plant-based diet were most commonly, ‘I don’t agree with eating meat’ and then, ‘think it is more environmentally sustainable’.  When asked whether they thought plant-based foods were healthier than those derived from animals, the most common response (39%) was ‘neither agree nor disagree’.  Younger consumers (18-34) were the groups who most favour processed meat free foods such as Quorn, meat free sausages and burgers, according to the research. During the pandemic sales of plant-based foods have rocketed – Kantar report that both meat-free and plant based dairy categories have doubled in size over the last 5 years and each has a market value of just under £600m.  But it isn’t yet clear how much of that growth is pandemic related or just part of its natural momentum – and both regular dairy and meat were also among the top 10 category performers over 2020.

Brexit and ‘Operation Snack’

A few days ago the UK media reported that a lorry driver heading to the EU had his ham and cheese sandwich confiscated by overzealous Dutch customs officials – for contravening EU laws preventing personal imports of meat and dairy items. In a smart, media savvy response, vegan food supplier LoveSeitan has teamed up with sandwich business Simply Lunch to distribute meat and dairy free sandwiches to hauliers near the Eurotunnel in Kent over the weekend, in an effort ‘to support key workers in need of good food.’ Operation Snack, as the initiative has been dubbed, is a play on ‘Operation Stack’, the UK government’s scheme to ensure lorries waiting to cross the channel can be lined up without blocking motorway routes for other drivers.  It has been a frustrating time over the last month for many UK businesses coming to terms with new customs documentation as they try to ensure smooth continuation of deliveries to EU customers.  Particularly hit has been the Scottish seafood sector whose premium seafood catch is largely destined for France, Spain and other European markets rather than a domestic audience. So while Operation Snack may provide a little light-hearted diversion from the real issues being faced by many exporters at present, the industry is putting real pressure on the government to find solutions to address some of the IT and customs frustrations.  A free trade deal is a great relief, but let’s hope for smoother passage in the months to come.

Webinar: Brexit – A Polish Solution?

Opinion: Lessons in retailer communications

The retail sector has been turned upside down in 2020: compulsory face coverings, one-way systems, contactless payments, the rise of Click & Collect… The pandemic has forced retailers to reinvent themselves to meet the new expectations of their customers. According to a recent survey of 114 British and French retailers (Critizr Jan 2021) , 91% said that the crisis has impacted their customers’ shopping experience. This underlines the importance of listening to both staff and customers to deliver a quality customer experience. Nearly half the retailers surveyed (48%) have made concrete changes and achieved positive results: increased online sales, better communication between customers and in-store staff – and 80% of retailers claim to have seen increased customer loyalty as a consequence. We have seen that under the pressure of this health crisis, retailers have been able to evolve. It remains unclear whether these changes will continue over the long term and if the sector will be able to maintain and develop this relationship with both staff and customers. As we enter 2021, customers continue to express their concern about the pandemic and their need to feel safe in stores. It is essential that retailers continue to build on what they have already put in place or consumers will quite simply switch to other providers. And the lessons of 2020 would mean nothing. Now more than ever, when people are seeking to get closer, to create or rekindle connections, our relationships with others remain essential. Let us hope that retailers have fully understood this. Sophie Delcroix Managing Director GS France

Opinion: Trade in Our Time

The EU-UK Trade and Co-operation Agreement was negotiated in nine months—much faster than the typical trade deal. The same time it took to develop a first vaccine against Corona in fact. Nobody yet knows how effective this will be but at last it seems we have light at the end of the tunnel and  hope for a positive future. As for the trade deal, both sides agreed that there is no other way than to find a way forward and accept any side effects.  The EU avoids a hard border and keeps the “four freedoms” of the single market: free movement of goods, services, capital, and people. The very same single market which, ironically, the UK took the lead in proposing. The UK achieves “zero tariff, zero quota” goods trade with its main trading partner. In the UK as well is in EU, it will now be harder to blame the other party when things go wrong. But the Christmas Eve agreement is not the end of the story, it is a living document and we do not know the long term outcome.  It is unlikely to cure all ills but let’s hope it’s at least the basis for healthy co-operation.  There may be new ways found to deal with the biggest frustrations which emerge. The principles of July 1968 whereby all customs duties and restrictions were lifted between the six member countries of the European Economic Community are maintained by the EU. For EU-UK trade we are now back to the situation before 1988 when The Single Administrative Document replaced hundreds of national customs declaration forms. This will cause administrative burdens and have its costs. But nothing compared to the situation before. Happy Trade – Happy New Year! Jakob True Managing Director, Green Seed Nordic

10 Marketing Strategies For the Beverage Industry

Given how lucrative the food and beverage industry is (967 billion in 2016 – estimated to rise to 1.6 trillion by 2025), it’s not surprising that many companies try to throw their new product into the hat and have success within it. For this to happen, a solid beverage marketing strategy is essential! It is true that one of the key ingredients to having success in this cut-throat and highly competitive sector is to have something that tastes good and that customers will enjoy. However, there is also a lot more involved to maintain success and get your product to the customers who you want to buy it. Even if you are an accomplished and qualified chef, and know there is a market for your food and drink ideas, it doesn’t necessarily mean you will have immediate success with your project (or even at all!). You need to try different marketing strategies to find the one that works best for your brand and product, so that you can carve space in this busy market for your new drink. Find the strategies that help with brand positioning so that consumers are aware of your company, its offerings and then take the opportunities to try them. If you are struggling as to which direction you should take your marketing strategy or need some fresh ideas for your beverage business, this post is written with you in mind. Within, we will highlight ten potent food and beverage industry marketing strategies that will help you to build a loyal and strong customer base for your beverage and increase your sales and profits. Product Packaging While these steps are not really in any specific order, but if they were, product packaging would still be close to the top as one of the most important. Yes, how your beverage tastes is most important in the end, but if you are targeting new customers who have never tasted it before, people will base their decision to buy it and try it or not on the packaging. That is why you must pay close attention to several aspects of the product packaging, including: How your drink product is packaged, its colour and the design The design of your brand logo and how the brand logo is presented Remember, that you want something that is appealing and that makes your target audience and potential customers pick your product out from the others. Brand Positioning As we noted above, this is another that could easily have come first in our list. If you want to take advantage of the opportunity you have to reach as many customers as you can, you need to do your best to design a strong brand image and then position it so it takes up a permanent place in consumer’s minds. Think about the following: Have you identified your target audience and where customers are located? Have you made use of enough of the necessary resources to ensure customers are aware that your product exists? Are you focusing on a small section of the market or are you targeting the whole market in general? To make any effective moves in the industry, you need to understand your brand, who it is designed for and who it will appeal to and what customers like and are interested in. This is the cornerstone of beverage marketing. Make the Most Of Your Unique Selling Point When you are trying to secure investors for your beverage brand, you need to understand that the one thing people are looking for more than anything else is your product or brand’s unique selling point. This is also what consumers will be interested in. This is the thing that makes yours stand out from other similar beverages on the market. Pick out any hugely successful brand in the food and beverage industry and you will be able to identify their USP. This is what you want consumers to do with your products. Social Media Marketing It would be foolish in our guide to effective marketing strategies for your drinks product if we did not take the time to mention how vital it is to make the most of social media marketing. It is such a good and direct way of having useful communication with your existing and potential customers. It can get them involved in your brand story from the very beginning. To successfully reach your target market, you need to go where people go and most customers these days have a smartphone or internet connection and accounts on one or commonly, more social media platforms. When it comes to the food and beverage industry, the most prolific platform is without a doubt is Instagram. The users love clicking on images of things that are nice to eat and drink. When you post on Instagram, you not only have the chance to encourage your followers and potential customers to try your products but if customers have tried it or like the look of it, they are more likely to share the images, tag their friends and help to promote them. When done correctly, social media, therefore, can be used as a way to enjoy some hassle-free promotion. Blogging Blogging, and even vlogging is important for businesses and brands operating in just about any industry. Within the food and beverage industry, this marketing strategy can be implemented by writing and publishing a blog on your official company or brand website. This content can be an article, information, news, pricing updates or all of the above. You can also use it as a way for your consumers to interact with any topics to do with your brand. You also have the ability to use different content elements besides just words. Media like video and audio podcasts have become very popular with consumers who all consume information in different ways. For example, if you have a packaging redesign coming up, you can have your consumers vote and give feedback on the designs. This not only provides valuable information to you but also makes the consumer feel more invested in your brand. The next step is to share the content on your social media accounts as part of the marketing strategies you are using there, to achieve even better and greater exposure. So, whenever you publish a new blog post, you can promote it and share it on Twitter, Facebook, Instagram or whatever platform you are using, so that your followers on those platforms are aware of it and may even click the link, bringing traffic to your site. You can also use blogging by partnering with influencers and food bloggers who have huge followings, by asking them to write something about your product or to even write or produce a video review and publish it on their sites. This is another great way to easily reach more customers more quickly. Email Marketing With the emphasis often on modern marketing strategies as those mentioned above like using social media and influencers, more conventional marketing strategies are often forgotten about like email marketing. It is still having its uses, particularly in the food and beverage industry as you can use it as a way of gathering emails and contact details for existing and prospective customers. Once you have a list, it opens a world of exciting opportunities. You can then use that list to focus your blogging and social media marketing strategies towards those on your email list. As existing customers have already shown an interest in your brand and products, they are more likely to open and read your emails. Furthermore, you can also send them other emails outlining new products when they are about to launch, special offers and deals, events, and anything else you want to communicate that will keep them informed and in the know about developments in your company. Seasonal Deals and Special Offers Following on from the last point, another great marketing strategy is to offer deals and special offers on your products. Everyone likes to feel like they are getting a bargain, especially when it comes to their favourite food and beverage brands. You could align your offerings with specific parts of the year and seasonal celebrations to get the maximum interest, especially if you have a particular variation of your product pertinent to those celebrations. This can be used in conjunction or separately with the following marketing strategy. PR via Hosting Special Events One way to draw a lot of attention and PR to your drinks brand and products is by participating in local and national events, such as food and drink festivals, music festivals and trade shows. Remember, you want to go where your target audience is going to be. If you have a beer or an alcoholic beverage, for instance, you want to promote it where people who are likely to enjoy it are going to be, such as at live music events and local food and drink shows. You can develop something special for an event or make discounts available. You can advertise participation in these events on your social media platforms and tie-in with the official accounts and pages for the events to increase traffic to your pages and interest in your products. Partner With Other Successful Brands Another easy way to build customer loyalty in your offerings is by partnering or associating with existing brands that already have a strong customer base. Take the collaboration between McDonald’s and Coca-Cola as a sterling example of this in action. You don’t even need to go to such extreme lengths, as you can simply highlight their brand or feature their logo in your marketing campaigns. Don’t Be Afraid to Re-Evaluate and Re-Invent Your Brand Prince did it, David Bowie did it, Madonna did it and even more recently, Lady Gaga did it. They constantly evolved and reinvented themselves. Companies like Kellogg’s and others like them have done it over the years to great success. For beverage examples, look no further than the two market leaders – Coca Cola and Pepsi – who have evolved their packaging a number of times over the years with continued growth in their brands. Don’t get too comfortable, and regularly evaluate how successful your brand is and whether a change of logo or another part of your marketing strategy could be changed to gain more traction. If you have a new beverage you want to introduce to new markets, either local or international, our beverage marketing agency can help. Contact Us today to see how we can bring your food or drink product to more customers

Opinion: New approaches to decision making for product portfolios

The year 2020 will be remembered as the one where almost all consumers have tried new ways of shopping. Do they intend to stick with them for the long term?. The health crisis has accelerated the ongoing move toward online shopping methods, but which will stay and which will revert? Shoppers have learned to navigate stores in a different way and perceptions of ‘experience’ are changing. How do we know what’s next? Marketers everywhere are asking these questions and the honest answer is simply, we don’t know. Effective marketing teams understand what matters to their customers and in that context, 2020 is showing there’s broad acknowledgment that companies need to rethink not only how they market their product offerings, but how they develop, distribute, and design them. Instead of trying to predict the next trend, the best marketers are rethinking how they can be ready for whatever comes next. They’re figuring out how to digitally transform their organisations responsibly. They’re using data and consumer signals to distil actionable insights in a privacy-safe way, deploying automated tools that can respond to dynamic behaviour in real time, and building a culture of agility and resilience in the face of change. “These adjustments don’t need to be radical, just radically responsive”, as Google puts it When used strategically and responsibly, the signals available to marketers can help fill in the gaps of traditional market intelligence or even in an organisation’s own supply chain. At the outset of COVID-19, Pepsico found pandemic-induced constraints on production capacity were worsened by unavailable or unreliable demand signals that normally came from shipment and consumption data. Eager for insights to inform not just its marketing but the entire business, the company partnered with Google to create a dashboard that helped it understand consumer demand for its top product categories, including terms such as “pantry loading” that indicated upcoming shopping behaviour. “The insights were so fresh and relevant that the company used them to drive production and distribution decisions across six separate, billion-dollar brands and scaled the approach globally”, according to Google. “Marketers who focus on surfacing powerful insights into what matters to consumers right now will build the organisational muscles to be ready for whatever tomorrow brings”. Increasingly using Artificial Intelligence tools and via digital transformation, the best marketers will drive growth not just in their own departments but across their entire organizations, including their partners in operations and finance. Antonio Obieta, Managing Director, Green Seed Spain

Veganism On the Rise During Coronavirus Pandemic in the UK

Research has discovered that the ongoing Covid-19 health crisis the world is suffering from could be increasing the number of people converting to a vegan lifestyle. According to Mintel, a record number of Brits have been showing greater interest in the dietary choice. In the report, 12% of Brits polled said a vegan diet was more attractive following the pandemic. With 22% of Londoners and 25% of British Millennials responding similarly. How Many Brits Are Trying Vegan-Friendly Options Since the Pandemic?   The predictions that Mintel have made are substantiated by similar data reported by Flora, who have noted that the number of Brits who changed how and what they ate because of Covid-19 could be in the millions. In a poll by the brand of 2,000 British adults, 17% stated they were now eating less animal protein and meat, while 30% stated they had added more fruit and veg to their diet, and a further 12% said they had been opting for more plant-based food choices. Breaking the numbers right down to the 1 in 8 who said they were eating more plant-based foods, half said that they were now buying dairy-free milk, while 35% bought margarine instead of butter and 54% chose alternatives to meat. The interesting part was when they were asked their reasons for making the changes. 37% were looking to have a more sustainable lifestyle, 27% wanted to save money, whereas more than HALF wanted to improve their health   Brits Consuming Less Animal Protein and Meat Since Coronavirus   The Vegan Society has noted that Brits have been changing what they eat and cutting down on the amount of meat they have been consuming throughout the outbreak. A survey found that 1 in 5, that’s over 13 million made dramatic changes. It wasn’t just meat that the respondents cut down on, with 15% stating they had greatly decreased the number of eggs and dairy they intake during lockdown. The Society suggested that this was evidence that buying habits were being changed for the better based on the pressures both supermarkets and consumers were facing. What’s the Motivation For Going Eating Less Meat During Coronavirus?   What is motivating the above changes? 41% suggested they reduced the amount of dairy or meat because they were unable to get the product they preferred at the supermarket. However, 43% did say that their reason for reducing meat consumption was due to either animal rights, their concerns for the environment or their health and wellbeing. Around 50% of the people who chose to spend on meat alternatives like vegan sausages and burgers, noted they would keep buying them once lockdown had ended. With regards to dairy alternatives, 42% and 54% who chose almond or soy milk respectively, noted that they would likely switch to these options even after lockdown. Why People Are Going Vegan – An Ongoing Trend of Compassion?   It is thought that because of the outbreak people are genuinely interested in changing the world and are keen to show some degree of compassion where they can. When they are at a loss of what they can do to make any impactful changes on the world around them, eliminating animal meat, protein and other by-products may appear to be a great way of improving their nutrient intake while showing compassion for the natural world and fighting the other ongoing issue of climate change. Mintel noted an increase in the interest of veganism even before Coronavirus across all markets. However, there may be evidence that pandemic increased the trend. Take China for instance, where there was a definite increase in the sales of Pizza Hut and KFC’s vegan-friendly menu. Vegans Unsurprised   The Vegan Society, represented by Matt Turner, does not find it very surprising at all, thanks to how popular Veguanuary was this year and the multitude of new vegan-friendly products available over the last few months. It may be that it is due to concern for animal welfare and rights, the environment and climate change, cost or convenience. Either way, Brits, and the world seem to be thinking outside their normal box and choosing alternatives. What’s more, because they are finding them agreeable and enjoying them, they are continuing to buy them even beyond what could be loosely referred to as a “novelty period”. Keep an eye out after the pandemic to see whether this trend continues. If you have a vegan food product you want to introduce to new markets, either local or international, our food marketing agency can help. Contact Us today to see how we can bring your food or beverage product to more customers

Personalised Nutrition to break through to the mainstream?

According to Mintel research, 70% of UK consumers would be interested in vitamins, minerals and supplements tailored to their own specific needs – and a similar number in home testing kits to identify where they need to improve their diets. Innovations appear to be accelerating with no shortages of start-ups in the field, but a breakthrough with consumers might be closer now given both growing interest from larger players – Nestle has rolled out a personalised vitamin service – and the increasing consumer interest in health, on an upward trend since the outbreak of the pandemic.  Not only do people want to eat more healthily, they have had more time to think about their lifestyles. Consumers are already sharing a lot of personal data with brands – think of heart rate, activity levels, sleep duration via digital fitness apps: ‘with increasing advances in connection speed between digital devices and fitness tracking aids afforded by 5G, it is very possible we will see real-time analysis of health markets that could be shared directly with suppliers,’ adds Rick Miller of Mintel.

French Agriculture Minister Tweets France Will Not Support Cell-Based Meat Despite Rising Consumer Acceptance

French agricultural minister Julien Denormandie has made a controversial comment suggesting that France will not agree to the commercialisation of cultivated meat. There has been rising consumer acceptance driven by greater awareness of the health, sustainability, and food security advantages of cell-based proteins. Alternative protein experts have criticised the minister’s remarks, emphasising the need to transform the protein supply chain and shift away from traditional animal agriculture to tackle the climate crisis and threats of future zoonotic pandemics.  In a tweet published on December 3, Denormandie responded to the authorisation for cell-based food products by the Singapore government, suggesting that France would not be open to cultivated proteins.  “Is this what we want for our children, as a society? Me, no! I will clearly state it: meat comes from the living, not laboratories,” wrote Denormandie. “You can rely on me, in France, meat will remain natural and never artificial!” The comment followed the breaking announcement from San Francisco-based food tech Eat Just that it has received regulatory approval from Singapore to begin selling its cultured chicken, in what is the world’s first-ever commercial cell-based meat product.  The minister’s tweet has already attracted criticism from alternative protein experts, many of whom have pointed out the many advantages that cultivated proteins will bring. These innovations will revolutionise the broken meat supply chain, which is contributing an estimated 18% of global greenhouse gas emissions each year and driving unsustainable practices such as deforestation. E.U. Green Deal supporters have also emphasised the need for novel ways to produce protein to reduce our carbon footprint.  Responding to Denormandie on Twitter, Agriculture Cellulaire France, a French association whose mission is to inform and educate the public about cellular agriculture, wrote: “It would be a shame to reject an innovative production method that would allow France to be competitive in the fast-growing field of alternative proteins. Instead, we are promoting the development of a French sector that guarantees quality!” Matthew Vincent, founder of DigitalFoodLab and a food tech expert in France, said that the minister’s outright rejection of cell-based meat was “quite upsetting as it ideologically dismisses the technology without looking at its potential benefits. This kind of easy political reaction [that] look[s] after the votes of farmers…is also dismissive of all the efforts of French and European entrepreneurs working on cellular agriculture”. Many have further highlighted evidence that French consumers are no longer as dismissive of cell-based proteins as they have traditionally been. Cultivated meat has increased support in the wake of the coronavirus, which has highlighted the safety and health advantages of alternative meats. In September, research into cell-based meat acceptance revealed nearly half (44%) of French consumers were willing to try cultured meat.  Source : https://www.greenqueen.com.hk/julien-denormandie-france-minister-tweet-cellular-agriculture-not-for-french-people/

For the 25th Year, Carrefour is Hosting the Largest Ever Staged Food Banks for the Nationwide Donation Campaign –During This Health Crisis

This year, more than ever, the Food Banks need help and donations to tackle the economic and social crisis that the COVID-19 pandemic has created. Carrefour has been one of the campaign’s major partners since 1995 and is one of the biggest private donors to the Food Banks. They are getting involved once again for the 36th edition, calling upon its employees, highlighting essential products and collecting donations in more than 1500 stores. In 2019, The Nationwide Donation campaign was held in November and helped distribute the equivalent of several million meals to the poorest people (2000 tonnes of donations or some 4 million meals). With the pandemic, demand for food aid has exploded by between 20 and 25%, depending on the region. The result is that the Food Banks network has suffered a 23% fall in its stocks. This donation campaign is therefore essential for mitigating this situation. For this year’s edition, Carrefour will be hosting the donation campaign throughout France with the help of consumer awareness-raising volunteers grouped together in smaller teams. They will be following strict protocols to protect both themselves and the donors. Carrefour is donating €300,000 to the campaign. Source : https://www.carrefour.com/en/actuality/25th-year-carrefour-hosting-food-banks-nationwide-donation-campaign-largest-ever-staged

Product ranges back to usual levels at UK supermarkets – but a change in the mix

At the start of the pandemic there was a lot of concern in the industry about the number of brands delisted as a consequence of supermarkets focusing on optimising supply chain efficiencies and striving to keep essentials on the shelf. By June the total sku count had fallen by 9% across the multiples and many feared these ‘temporary delistings’ might just be a permanent culling. But according to Assosia research there are now just 2,223 fewer product lines listed – a fall of only 1%.  Tesco’s sku count is flat and both Ocado (+1%) and Morrisons (+2%) have actually increased their ranges. Asda is the one retailer with significantly lower sku count (-11%) compared with the pre pandemic period. There has also been a big change in the mix of products.  Fresh food ranges are down across most retailers (only Ocado have increased ranges here), while frozen food lines have increased – plant based lines among many growing areas. Supermarkets have coped well with supply chain challenges and there are no real issues of availability during England’s second lockdown currently in place.  And they are all aware that range and choice are important if they are to differentiate themselves effectively from the discounters.

M&S launches Innovation Hub

Premium food retailer Marks & Spencer is to launch an Innovation Hub in January 2021, marking a further move in its transformation strategy which saw the successful introduction of its online retail partnership with Ocado in September 2020. M&S built its reputation on bringing innovation into UK retail, especially in areas like chilled convenience, and in developing meals and accompaniments for specific meal occasions, since emulated by other retailers.  Its partnership with Ocado may help to give it an additional boost in competing against arch rival in the premium quality food arena Waitrose, as it restructures internal teams to focus on developing points of difference. The new team will focus on innovation in areas like reducing plastic packaging and making use of alternative proteins, ‘The Innovation Hub will enable us to track emerging trends and insights, so we’re one step ahead in responding to our customers’ needs in the future’ says Stuart Machin, MD of M&S Food. In the 6 months to September 2020 M&S food division increased sales despite a heavy reliance on food to go and many travel and city centre for offices locations.  Simply Food store sales increased +19% over the period.

Opinion: Time to Embrace Change

Let’s not mention the ‘C’ word, let’s instead think about why times of dramatic change can offer real opportunities for those in the food and drink business. Less emphasis on coping with, and more on rising to, the challenges perhaps. Those companies straining every sinew to regain the status quo they last knew as a business pre March 2020 are bound to fall short, since the environment has changed so radically. And might it not actually be easier to think of creative new possibilities when things are turned on their head, than when weighed down by the tyranny of day to day office concerns?   A good time to reflect on working habits for one thing, and to embed some of those improvements we have learnt over the last months.  That full time office work is neither essential nor probably desirable, for example.  Flexibility, variety, simply being more productive, rank at least as important as the benefits of a face to face business culture.   What about product development? Easy to dismiss this as ‘not for now’ as retailers focus on availability of existing brands and the dark clouds of a belt-tightening recession begin to gather.  But surely now is the time.  Consumers have changed lifestyles and shopping habits.  This is something more than making short term and unwelcome adaptations to their usual behaviour in response to a crisis.  Just look at the remarkable (and sustained) growth in online shopping for evidence of that. It’s a habit once gained which continues to reward in terms of convenience – even when there aren’t shortages in store or lockdowns in place. How people are shopping is one thing, but what about what they are looking to buy? Could you respond more appropriately to their new lifestyles? More adventurous and convenient weekday home lunch options, to replace the office worker on the go sandwich habit perhaps? Or guided scratch cooking options for evening and weekend meals for work-at-home couples and families eager to for a bit of variety (and conscious of their rocketing Deliveroo and Just Eat spend!)? Now is the time to think about how you can tailor your offer to meet new consumer needs.  Perhaps a new demographic to target, or a twist on your current range for existing customers. Or even, just maybe, new international markets to target…? Simon Waring Managing Director, Green Seed UK swaring@greenseedgroup.co.uk

Carrefour France Open Up Its Marketplace To Independent Retailers For Free

Through its marketplace, which currently focuses on food, Carrefour provides small retailers with an accelerated solution for digitising their businesses, and is making it free to use during the lockdown. In June 2020, Carrefour launched a food marketplace which has already made products from more than a hundred retailers available to some 15 million people in France. 52% of these are SMEs, very small companies and start-ups. During the pandemic, to help food producers and retailers affected by the lockdown speed up their adoption of digital technologies, the Carrefour group is giving them free access to its marketplace until the end of 2020. This will give these new retailers free access to a very wide customer base without having to spend anything on marketing, and without needing to undertake any emergency development work on their own websites. Retailers can simply contact the Marketplace development unit and they will be able to digitalise their business in under a week. Currently specialising in food, Carrefour’s Marketplace will gradually open up to non-food products with the Black Friday sales event scheduled for the end of November 2020. Source: https://internationalsupermarketnews.com/carrefour-france-open-up-its-marketplace-to-independent-retailers-for-free/

Digital Marketing for Food Industry – 6 of the Best Strategies to Use For Your Food & Beverage Business

It doesn’t take a lot of searching around the internet, whether it’s in Google search or on social media to appreciate just how significant the food and beverage industry is. So, when it comes to your foods’ brand strategy, you’ve also decided to jump straight into exploring some digital marketing strategies – smart idea. In this post, you’ll learn what digital marketing types there and which ones give you the best bang for your buck. Who Uses Digital Marketing in the food industry? The beverage and food industry is one of the most diverse when it comes to the different types of brands and companies operating digitally in some form. This range includes everyone from the biggest brands in the world to successful restaurant chains and fast food outlets, all the way down to the actual distributors and producers. It’s not surprising because whether they are working at a local or national level, they are providing an essential service. But there is only so much attention to go around for food items, and if you aren’t using digital advertising to gain traffic to your business, you’ll quickly be left behind. Why? Well, over 57% of customers now order their food from a website according to an industry report. You can’t afford not to be a part of the online conversation. How Digital Marketing Has Affected the Food Industry and Food Business The digitization of the food and beverage sector like so many others have had a huge effect. In fact, over 40% of people learn about food via a digital method We are not just referring to the fact social media sites, Instagram in particular, are overrun with food and drink promotional posts and reviews, but looking beyond that there are also all the review sites, the bookings sites and delivery services. Everything has been affected. As a result of this shift, there is one form of marketing that is most important to any business and that’s digital marketing. Food and beverage brands like yours need it. If you are a food brand or have a business in the food and drinks industry and are looking to capitalise on digital marketing, you may feel a little like a fish out of water. Don’t worry as we are here to help. In this post, we are going to discuss what some businesses and brands do when it comes to having successful digital food marketing strategies, as well as offering some tips and suggestions as to how you can market your food brand. How Do You Market a Food Brand? When it comes to having success in such a busy industry, you may be wondering how you can push your food brand ahead of the rest and have success. What you need is an outstanding digital marketing strategy. If you are new to the industry in general or digital marketing, you may wonder how you go about marketing a food brand. You have many options including: video ads (food is very visual) social networks and social media influencers SEO (search engine optimisation) Content marketing Email newsletters Press releases In this next section we will look at some of the above in greater detail and provide tips you need to put into action and the trends you need to be aware of to have success marketing your food brand digitally. Content Marketing – Make Sure Your Content Is Relevant and Engaging With Video and Images People are more likely to watch, read and learn about your brand if you make the content relevant and engaging. Food blogs as a form of content marketing are incredibly popular right now, so it is very easy to use that as a platform for creating and publishing content regularly. Remember that food is a visual thing, and that a wall of text on a blog page will not sell a product or attract your target market as much as some high-quality images of your products. You can take it one step further still and make videos which get even more engagement than images and text. Although we would state it is important to not write content solely to target specific keywords to attract Google (aka writing for robots!). Writing for humans should be your number one priority and will gain a greater number of visitors to your site and keep them there. To increase sales and trust, you need to make good use of content . Good SEO is Paramount It doesn’t matter what company you have or the products and services you are offering, with any digital marketing campaign, Search Engine Optimization is paramount. It is by far the most effective way to consistently grow your business and maintain the results. SEO involves marketing strategies that ensure search engines find your business and brand and improve your search engine rankings. In many cases, if you are not easily found on Google, your target customers will not know anything about you, so SEO should always be a top priority. Social Media is a Must When it comes to social media content, food is king. Lots of data and research proves this. For instance, on Instagram, food and beverage is the most popular topic. When you consider that in 2019, there were 3.48 billion users with active social media accounts and the numbers for 2020 when they come in are likely to exceed that, you can see why your brand must be active on social media. By active we mean more than just having a placeholder account, you need to interact and engage with your target audience and followers, by posting content that is not just relevant but aesthetically-pleasing (especially when it comes to Instagram). Make use of as many of the social media channels as you can, including Facebook, Instagram, Twitter, LinkedIn and even TikTok. Instagram is considered to be the most popular platform, with an ever-growing number of users. Influencer marketing is a particularly useful and effective form of social media marketing that many food brands already use. Make Sure You Are Utilising the Current Keywords and interests that Customers Are Using Keywords are important to any successful digital marketing campaign, whether it’s for SEO, hashtags on social networks, or advertising. In the food industry, what we have seen, however, that the keywords associated with business and brands changes with the dominating trends. At the moment, customers are interested in keywords like health and sustainability, as well as other related terms. They are actively looking for environmentally-sustainable products. Whereas in the past, these keywords were quite niche, they have shifted to the mainstream. When marketing your goods and brand, where possible, emphasise any packaging cutdowns you have made, if you use plastic-free packaging and recyclable packaging. These are the most popular terms used by customers. As there has been an increase in the focus on how food impacts our life, health and fitness, and any related terms are also popular keywords. If you have food products that you are promoting that have specific health benefits, highlight them. Any case studies that you can include or quotes from experts on your website about a food product will also help your food marketing strategy. Personalise Content and Target Customers and Target Audience Directly Whatever approach you take, whatever social media platforms you use and whatever other methods you use to target your customers and target audience, personalisation is vital. When you personalise content and your correspondence with customers, it shows you understand them. There is lots of evidence to support the fact that when you are using email marketing, people are more likely to read and react to emails, for instance, that are addressed to them specifically. The same is true of ads. It shows them you are more than just a faceless entity and that you emphasise with them and are there to help them. Press Release Press releases still work if you have the right contacts or you have a large budget. The other way to get featured in a high traffic publication is to ensure your story is SO newsworthy that it can’t be ignored. Often what we think is newsworthy and what enters a busy journalists inbox are two different things. Make the news as interesting as possible, perhaps focussing on a trend with some interesting statistics. To finish, make a journalists work as easy as possible when publishing your story. Don’t expect them to chase you around. Stay away from cheap press release distributors who tend to send your story to automated, low quality sites for the purpose of SEO only. Good food pr either costs or takes effort to do well. Email Marketing While this has been placed at the bottom of the list, it’s certainly not for lack of importance. If you have a website or an app, capturing your loyal customers or potential customers on to your own email list is like gold dust. You can now send special offers, interesting information, competitions, or market to them in whichever way resonates with your audience. People who are on your email marketing list are far more likely to buy from you because they’ve already had to make a small commitment to you by giving up their email address. It’s up to you to nurture that relationship. You can do this by using an email broadcaster or autoresponder like MailChimp. In closing, a great way to approach your new digital adventure is to pick one or two of these strategies (depending on your budget) and once you’ve mastered them, expand into a new strategy. Some may work better for your particular product than others, so don’t be afraid to double down on the most effective strategy for you. On the flip side, keep nurturing the other strategies too. The digital landscape changes as quickly as the British weather and keeping your eggs in one basket could be dangerous for your business. If you need help your food marketing, we’d be happy to share our expertise. Contact us today to see how we can take your food product to the next level!

Colour Psychology in Food Marketing – The Colours That Make People Buy and Why

It’s likely you regularly spend time thinking about the different colors of clothes that suit you, but have you thought about the effect colour has on what you choose to eat? Interestingly, color psychology has been an integral part of marketing for many decades. As you would imagine, all the big brands and companies have this down to a fine art. With that in mind, you may be wondering if you actually have any control whatsoever over what food you buy. It really depends. It’s something to bear in mind, th9ugh, when you are developing and creating food products and the packaging because more often than not, consumers buy with their eyes first. To better understand the subject, we are going to take a look at the fascinating world of color psychology with regards to food packaging. We’ll look at the most appetizing and least appetizing colors and also cover the wider spectrum of colors. What is the most appetizing colour?   Let’s start with perhaps the most important question when you are trying to design and create a food product people want – what is the color that is most likely to make consumers hungry? We did some food market research and, while it’s true there are actually several colors that contribute, orange and yellow are most associated with making people feel hungry. Both the color yellow and the color orange, on their own can have an effect, but it’s when there is a mixture of yellow, orange, and other imagery that can have the biggest impact. It’s not surprising, then why so much food marketing, including the kind used by fast food chains, features extensive use of those colors. Perhaps most curious of all is the use of the color red. Red in itself is not connected to hunger. Red is related to passion and emotion, though. Red can also increase your heart-rate. So, when we see the colors red and yellow, red, yellow, and orange or another combination, it can make use feel passionate, or enthusiastically, hungry. Which is why fast food brands like to use it. Earthy and bright colors like green are also good options for food, particularly and rather obviously, for healthy, organic, natural, and eco-friendly products. Consumers who are interested in eating healthy will look for these colors. What colour makes people lose their appetite for food?   So, now you know the range of bright colors to use in your food marketing to encourage people’s appetite, another great question to consider is what color or colors do you need to avoid because it can adversely affect their appetite. In other words, what color, when used in food marketing, will make people lose their appetite. There are a few that are not ideal for use in food packaging and marketing, but probably the most striking is blue. If you think about it, it really does make sense. When was the last time you bought food that had the color blue prominent in the packaging or marketing? That is unless it is used in weight loss or diet food packaging because blue is famous for being an effective appetite suppressant. The reason why this is the case is thought to be based on the fact that there are very few natural food sources that are blue in color. Curiouser still, when it comes to drinks, blue is used regularly, most likely because blue makes us think of water and all things aquatic. The funny thing is just as greens and other colors can be used to attract consumers, for certain people they are less appealing. For carnivores who love pies and meat with lots of potatoes and gravy, green does not really compute in their brains as being especially tasty. What About the Other Colors?   Red, orange, yellow, green, and blue are obviously not the only colors. What does color psychology tell us about some of the other colors? Well, for instance, white is related to cleanliness and purity. Which may sound like a good thing to have in your marketing and packaging. However, as it is also related to things that are sterile and plain, you need to be careful with the way it is used. Black: is related to things like elegance and sophistication, but it is not very appealing or appetizing. Purple: is another interesting one because it is a mixture of red and blue, you may think it could elicit feelings of passion and calmness. However, statically purple is the least used color of all in marketing and branding for food. Generally, purple is used for informational and practical services, because of its connection with wisdom and royalty. The only really successful brands that have used purple successfully are chocolate and confectionary companies like Cadbury and Wonka. Summary One of the most important parts of food branding and marketing is the colour scheme of your product. Researching your audience, understanding their thoughts when seeking out your product and then delivering this could be the difference between your product flying out of stock or gathering dust in a stockhouse. If you need help with choosing the right colours, then our food marketing agency can help. Contact us today

Opinion: The rise of plant-based

By Nicole Günther, Managing Director Green Seed Germany: I have to admit that I was among those who were rather sceptical at first when more and more “vegan headlines” made the news in Germany some years ago. Back then, I thought this would once again be a case of vegans representing only a very small share of the vegetarian community but making a lot of noise. After all, the majority of products at that time did not really taste good. But when Ruegenwalder Muehle, one of the leading cooked meat brands, launched a range of vegetarian products at the end of 2014, even sceptics could not ignore that the trend to reduce meat consumption was here to stay. The German market has historically been difficult for chilled products with short shelf life and certainly not famous for excellent category management in grocery retail. But in recent weeks, meat-free ingredients such as mince as well as meal components like burger patties and sausages have appeared on shelf right next to their meat counterparts. Unthinkable only a while ago! One can only hope that this will entice meat aficionados (NB: not the meat gourmets but the meat gluttons) to engage in serious soul-searching regarding their daily intake of cooked meat. It is easy to maintain a meat-rich diet in Germany, as meat and sausages are quite cheap. Demanding higher prices does not mean that in future only people who can afford it are supposed to eat meat. In truth the idea that everyone should be entitled to consume meat and sausages every single day needs to change. All food products need to be perceived to be of higher value here. Hope is around the corner! New generations are growing up with more appreciation for food in general, helped by tasty food alternative product launches. We are seeing significant movement in plant-based products across various categories in Germany, driven by start-ups and larger players alike. Looking at meat-free, we started out with soy-based sausages, meat balls and schnitzels. Today, second generations are launched with different protein bases – flavour of the month is pea protein, locally sourced, if possible – and cleaner labelling. However, to be plant-based is no longer enough – your brand needs to have a compelling social or environmental added value element to justify its existence. So what will be next? It will be interesting to see what direction plant-based is going – not least to see how German consumers will rethink their consumption behaviour and long held dietary habits.  

41% of the Belgian foodservice turnover has vanished

As a result of the coronavirus outbreak, the Belgian hotel & catering industry lost no less than 41% of its market during the first 7 months of 2020. This is the conclusion of a large-scale study by the Foodservice Alliance knowledge network. “Half of the catering entrepreneurs have already considered closing their business,” says Director Gert Laurijssen. “By the end of 2020, 4 out of 10 hospitality entrepreneurs will actually be technically bankrupt should there be no extra government support. Figures from the Foodservice Alliance Barometer show that the catering sector is being hit hard by teleworking. White collar companies in particular, i.e. the service sector, have adopted teleworking as a new way of working. Caterers see significantly fewer visitors in their company restaurants. As a result, the Belgian company catering channel has already lost 40% of its market this year. Not much recovery is expected in the coming months either. Only in the blue collar segment, i.e. the manufacturing industry, has activity remained relatively stable. Source: Foodservice Alliance, Aug-Sept 2020

Food Trends 2022 – Which New Food & Drink Products Will Be Hot? (2022)

In this post, we make some educated predictions based on reliable data sources about what’s in store for the world of food and beverage over the next 12 months and beyond. Food trends are important to watch, as they can help drive your food marketing by showing you what’s hot and what’s not. While it is fair to say that there are a lot of strange things afoot and gaining popularity in the food and drink industry, we’ll see a lot of past favourites, with olive oil making a comeback and carob among the zanier offerings. The Middle Ground Between Functional and Decadent Food Extreme food and beverage trends, even if they are a whole lot of fun to take Instagram-shots of, don’t tend to last very long. Whether it’s one of those ridiculously huge burgers smothered in enough cheese sauce to fill several bowls of mac and cheese or cookie dough coated in cotton candy, these kinds of decadent foods are on one side of the fence. On the other, you have more functional options – that is, food made for wellness, rather than efficacy, texture or flavour. Expect the middle ground to gain more popularity – food and drink that has been crafted thoughtfully but using functional and healthy ingredients moderately so that it looks great, tastes great and is beneficial to your well-being. A subtle transition from Boozy to Lightly Alcoholic Drinks There is something nice about sober living. With more people expected to turn to non-alcoholic cocktails according to KPMG. For many people though, there is the middle ground which means drinking only in moderation. Alcohol and being social still tends to go hand-in-hand, after all. In the coming years, you can expect a shift from being one camp or the other – a drinker or tee-total – to a middle ground. Where “grown-up” beverages are still exciting and refreshing but have much lower ABV. The rise of the “Seltzer” is a great example of this. Reduce Rather Than Eliminate Although many on strictly plant-based diets would prefer to see carnivores giving up their precious meat. It is not likely to happen. The more hopeful and more likely result of the argument between which is better and the solution to the problem of keeping up with the world’s demands on climate change, cattle and other animal populations will be to move towards a more balanced diet of less meat, more plants. Balanced and Moderate Extreme food fads or diets are called extreme for a reason. People in the past have tended to do things 100% one way or another way. So they are either into things that are 100% plant-based or 100% meat-based, with no deviation (never more evident than the birth of the meat-only carnivore and the vegan diet – as well as the online wars that happen between the two.) They are either into alcoholic drinks or faux-alcoholic drinks. Following on nicely from the last trend, we are likely to see a shift towards a more balanced and moderate approach across the board. This will likely be reflected in the food and drink products released in 2021. Climate Control Will Play a Part Although vegans tried to warn and lead by example way ahead of everyone else, it seems as the planet reaches a critical period, a more serious collaborative and complete approach is necessary. You can expect to see a move to reduce any foods and ingredients with high carbon footprints, like cheese and meat, and the encouragement leading to enforcement that we only eat food that is seasonally available and available locally. There will also be greater steps taken to eradicate the use of products that exploit any animals who are directly at risk from the effects of climate change. It’s not all about what’s being removed though, as there will be a greater focus on food like insects, fish, invasive plant species, legumes, grains, pulses, seaweed and algae. Our food PR can help position your food and drink products as one of the forerunners of responsible food and drink consumption (if it’s true, of course!) Sweet and Unami – The Next Curious and Exciting Flavour Combination Food enthusiasts are always on the lookout for “the next big flavour combination”. There are strong indications that the big flavour combination destined to rock the culinary world is umami and sweet. In small measures, here and there, it may not be new, with the caramel popcorn and cheese mix you get in Chicago or the cheddar cheese and apple pie combo we’ve seen on menus. However, in the next couple of years, these are going to be making more of an appearance. Does anyone fancy the oddity that is crisp rice infused with fish sauce caramel, nori and pork floss or the equally marine-inspired palm sugar and fish sauce caramel? The Return of Carob Although the benefits to the planet of veganism are spoken of a lot, there is a major health issue in diets solely based around plant life. Most tend to lack Hydroxyproline or HYP, which is an important amino acid required in the production of collagen. What is the solution? Remember when carob was all the rage? Well, expect that to be big news again pretty soon. As not only is it high in the aforementioned HYP, but also protein, antioxidants, iron, calcium and fibre. It’s a veritable smorgasbord of highly beneficial stuff. It is also low-carb, naturally sweet in flavour and both caffeine and gluten-free. All of this suggests it will be one of the biggest superfoods before too long. We just need to open our minds and forget its painful history as an awful replacement for chocolate in the 70s and instead look for it being featured in everything from powders, bars, baked goods, RTD beverages, syrups and innovations in the world of coffee. Olive Oil – The New Coconut Oil During 2019 there was a lot of interest and debate about MCT-rich products and flavoured compound butter. Although there is no clearly defined viewpoint on whether they are good or bad, with some evidence pointing either way – there is one fat that has a lot of evidence to back up claims it is good for your health. That fat is good old extra-virgin olive oil. Namely, the Tyrosol and Elenolide found in it. While tyrosol is a compound that helps to protect the body against neurodegenerative conditions and diseases, Elenolide is one that has science-backed evidence of anti-hypertensive attributes. So watch this space, coconut oil! You might be on your way out and extra-virgin oil is back in with its blood-pressure lowering properties. Chickpeas Mean More Than Just Hummus The popularity of chickpea started to soar at some point in the 00s when hummus started appearing here, there and everywhere as a healthy dip replacement. That has spiralled and chickpea is one of those ingredients that is being experimented a lot with. Take aquafaba for instance (for those not in the know, that is the water that canned and other packaged chickpeas are stored and soaked in). What is so special about this ingredient? Well, just Google aquafaba meringue, macarons or even ice-cream and you will see. Prepare to be stunned at the many uses aquafaba has, usually as an egg or milk replacement. Another way chickpea is being utilized in experimental ways is as flour, which unsurprisingly is being used to make all forms of crusts, flatbreads and other doughy products. As it’s gluten-free, chickpea flour is ideal for those of us who can’t enjoy a simple bit of bread and butter due to dietary restrictions. This experimentation will only continue as experts and curious amateurs continue to push what is possible with the humble chickpea. Allulose – The Future of Sweet? Sugar continues to be cast as the villain by health experts and those looking to eat a little healthier and have better diets in general. There is a continued effort to encourage consumers to choose products with less or no sugar. As a result, companies responsible for manufacturing consumer packaged goods are looking to find the next new “non-sugar” sweetener. Thanks to advancements in food technology and new requirements by the FDA and other industry regulatory bodies, two approaches are being taken with regards to all things sweet. One is the use of the little-known sugar replacement allulose. In America at the very least, the FDA excluded allulose from the added and total sugar declarations on food nutritional labels, which has made it all the more attractive to food manufacturers and recipe devisers. It is a natural sweetener taken from specific fruits and wheat and contains 1/10th the calories of regular table sugar. Expect to see a lot more of allulose in 2021. Less is More? The second approach some in the industry are taking to tackle the issue of sweetness deserved being highlighted under its own heading. That is, rather than completely removing and replacing sugar, companies like Doux Matok and Nestle are taking a more food technology-influenced approach. The ideas these food giants have is to maximize the efficiency of any sugar used in their recipes so that they taste just as sweet but use as much as 40% less of the white stuff. Although both measures are very much in the beginning stages, you should expect to see foods in general with much less sugar gain traction by 2021 and thereafter. Copaiba – The Completely Legal Approach to Using CBD Oil? CBD oil, is it legal or not? It’s such a grey area depending on where you live, what form you take and a whole heap of other issues covered by red tape, that yuou wonder whether it’s worth the aggrevation. There might just be a solution… One thing we are very sure about is just how popular it has become and it’s not hard to see why. With the reported benefits in the treatment for anxiety, chronic pain and inflammation being backed by more and more evidence, there are a lot of reasons why people persist in using it. There may be a completely legal option in the form of Copaiba. This is an essential oil that is taken from the Copaifera tree’s resin and contains potent terpenes that are the same components found in CBD oil that interact with the body’s endocannabinoid system and provide similar benefits. What’s more, it has a nice enough flavour. If you add it to edibles and elixirs, copaiba has a sweet, woody taste and scent that in itself encourages relaxation. We expect to see this appearing more and more in the organic and natural foods sphere next year and beyond. Hopefully, some of these insights and predictions help to drive your food and beverage marketing or, at least, provided you with some food for thought. If you need help with your food strategy, marketing or bringing your product to market locally or internationally, book a consultation – contact us now

Consumers in Germany are looking for inspiration

The brand communication agency Pilot has investigated how consumer behaviour has changed since the start of the pandemic and what consumers now want. According to the study, shoppers hope for much more than just low prices. Corona has not changed anything fundamental about consumption. Even today, this still functions according to the “catch-connect-close” principle: According to the survey, German citizens want from trade and industry above all a broad selection of products and brands (Catch), favourable offers and the opportunity to compare prices (Connect). In addition, they would like to be able to complete their shopping in a convenient and uncomplicated manner (Close). The desire for a wide range of choices applies to the entire population. Even in times of corona restrictions, opportunities for diversity and inspiration are not to be missed. This is particularly the case among people who are more willing to spend money (44%) – and can afford it – and who want to give themselves a treat (43%).

Value-added tax reduction adds up to a lot of work and costs for German grocery retailers

The German government wants to boost consumption as part of its economic stimulus package by lowering value-added tax. The temporary reduction of value-added tax from 19 to 16 percent (e.g. beverages) and from 7 to 5 percent (food and milk) respectively will be effective from July 1st to December 31st, 2020. For grocery retailers, however, this is entailing effort and costs. All major food retailers decided to pass on the tax cut to customers in the form of reduced prices. Some deduct the tax cut from the sum of the total purchase upon check-out. Others decided to decrease the price of all SKUs or selected SKUs (some more, some less). Annual negotiation agreements have to be revisited and amended etc. The price-focussed discounters are using the reduction in value-added tax to outdo each other in price reductions. This price war is costing companies a great deal. Aldi has recently announced “In order to strengthen the intended economic effect of the government, Aldi Nord and Aldi Sued are investing a three-digit million amount by foregoing margin”. Whether the reduction in value-added tax will have the intended effect in the end, remains to be seen.

Uber Eats, Carrefour Expand Partnership In France, Belgium

Uber Eats and Carrefour, the French supermarket and department store under one roof, announced an agreement covering deliveries beyond Paris and in Belgium. Terms of the deal were not disclosed in the Monday (July 27) announcement. Carrefour said it operates 12,300 stores in more than 30 countries, serves 105 million customers worldwide and has a workforce of more than 380,000. At the start of the COVID-19 lockdown in April, Uber Eats, the San Francisco-based online food ordering and delivery platform, and Carrefour teamed up to deliver groceries, hygiene and household maintenance products within 30 minutes from 15 Carrefour stores. Since the launch three months ago, the service has been expanded to 330 stores in 91 major urban areas, or 25 percent  of France’s population. It is expected to increase to 500 by September, the company said. Following promising results, Uber Eats and Carrefour have signed an exclusive deal to launch a shopping home delivery service for all of France. The idea is for shopping orders to be delivered within 30 minutes using meal delivery apps. The partnership with Uber Eats is not limited to France. An initial agreement was signed with Carrefour Taiwan last year covered eight cities and 38 stores. Carrefour promised it will launch in Belgium in September, with the service being available in Brussels and Liège. Other Carrefour Group countries will follow over the next few months, the firm said. “Carrefour is very proud of its collaboration with Uber Eats. It will provide customers in France and in other countries with access to a shopping home delivery service, with channels that supplement our existing services,” said Amélie Oudéa-Castéra, Carrefour’s executive director of eCommerce, in a statement. Last month, Carrefour added a voice-activated shopping option to accelerate its expansion into food eCommerce. Users who adopt Google Assistant, the digital voice service on smartphones and other devices, can link their Google and Carrefour accounts to add items to a shopping list by just saying the words, such as butter,  milk, or other product names or specific brands. Uber Eats is not the only delivery service that has expanded in the wake of the coronavirus pandemic. Berlin-based Delivery Hero has shifted its business model to offer grocery services as well. DoorDash debuted a program to deliver household items beyond food such as paper towels, medicine, cleaning supplies or any item found in supermarkets. DoorDash partnered with 1,800 stores including 7-Eleven, Wawa, Casey’s General Store, CircleK and more SOURCE: https://www.pymnts.com/news/delivery/2020/uber-eats-carrefour-expand-partnership-in-france-belgium/

How to Market a Food Product Online

Unless you have been hiding under a rock for some time now, you will probably be aware of just how busy the eCommerce and delivery sector of online food business has become. Everyone wants a piece of that particularly lucrative pie. How Do I Start an Online Food Business? Speaking of pie, though, the first thing you think of when you think of eCommerce and eCommerce sites is not likely to be food. You probably have images of boutique clothing stores and companies selling new or modified products that solve problems and alleviate pain points. However, if you have a food product or business currently, you should strongly start considering the possibility of establishing it online too. When you consider humbling statistics such as the average value of weekly online sales from stores that primarily sell food items was £141.9m in 2019 and the average value of online grocery retail was £10.5bn for the same year. That’s not to say that you should just try your hand at having an online grocery store. There is a multitude of other ways you can sell food items online. For instance, if you own a restaurant and are looking for ways to expand, you can start offering a takeaway option for customers who don’t want to sit-in and eat. The fact is, almost every part of our lives, in some shape or form has gone digital and as we are ordering just about everything else in our lives from online platforms, it follows that in the future, food will be bought more online than in physical stores. How do you get started with your online food business, though? Surprisingly, given how huge the online food market is, there isn’t much in the way of decent resources online that can help you sell food online. We hope we can change that with this helpful guide. Get to Grips with the Law As with any other type of business, before you start moving ahead with your food eCommerce site, you need to familiarise yourself with all the related laws and regulations. What is right and wrong will depend very much on where your business is based and where you are selling your food items. So, always check that the laws you are reading related to where you are based, as the laws in the United States for selling food are very different to the laws in the UK for selling food. Another aspect of the laws related to food businesses that you need to think about is whether you intend on preparing and selling food from your own home or if you are going to use a professional kitchen. For example, the rules will be different for you if you are making muffins or fudge from your own home than they would be for a business selling jarred sauces from their restaurant’s kitchen. Some of the basic rules are: Registering Your Food Business You need to register your food business 28 days before you start trading with your local authority if you intend to sell food online. You are required to give basic information related to your business practices and activities as well as the address or addresses of where all food operations are carried out. This includes any offices you use, even if you don’t handle your food products at those premises. You may need to undergo an official inspection from your local authority. More information about this can be found out here at www.food.gov.uk/business-industry/hygieneratings/food-law-inspections if you’re UK-based. Your Responsibilities In addition to the above, as noted earlier, there are certain responsibilities you have when selling food online, as directed in Regulation (EC) No 178/2002 of EU Law (but make sure to check each regulation for the region you want to sell your food product): You need to ensure the food you are selling or supplying is safe for human consumption and won’t cause health issues You can identify the companies and businesses you have obtained the food-producing animals, ingredients or food and companies you supply your food products to. This is what is known as traceability and you should be able to give this information easily when it is demanded. All food presentation, advertising and labelling should not be misleading We specialise in bringing your food to international markets so if you want experts in international food marketing get in touch with us today. Find A Suitable Supplier It doesn’t matter what you’re selling or planning on selling, you need to find a reliable and suitable supplier. Even if you are looking to sell pre-cooked products or preparing it all yourself, this is still something you need to think about. One of the major challenges you are going to come across when finding an appropriate supplier is determining their legitimacy. For instance, if you are going to use your home kitchen to prepared food you intend to sell online, a wholesaler like Cash & Carry, Costco or similar would be a suitable and legitimate supplier to source the ingredients from. Collecting up tomatoes, lettuce apples and oranges from your neighbour’s allotment or garden would not be trustworthy, reputable or even reliable by the food industry. Unless they were already pulling all stops to meet the various legal regulations and guidelines. If it is a smaller food manufacturer or fruit and vegetable seller, for example, and you are not so sure about their reputation, you could ask to see credentials and evidence of the legitimacy of their business. Understand Your Target Niche Everyone has and needs food. However, does that necessarily mean that everyone can be one of your customers? No, because everyone has different tastes and preferences when it comes to food. Although you may be tempted to take a blanket covering approach and to not have a specific target audience or niche. If you are looking to have the most successful online food business possible, though, it is better to focus your efforts and operations on a specific area of food or even a specific type of food. Think about the kind of customers you would like to sell your products to. Are the families that want to eat more healthily? Or are they professionals who work many hours and don’t enough time to prepare and cook meals? Figure out the type of people you are looking to make and sell food for and target them. Work on Your Branding The next part of the process is to work on the branding of your business and products. This is much easier to tackle once your niche and target audience has been established. The brand that is best for your business is one that encapsulates what you are selling and who you are selling it to. As people can buy food from many places, you need to show them why they should choose your company over other options. For example, McDonald’s is highly successful and because it has strong branding, you associate those golden arches or the name with the food you love from there. The same could be said for Coca-Cola. It’s no coincidence that as soon as you see those red and white logos you want to open a cool can of Coca-Cola or Diet Coke. When it comes to the brand name, you need to not only think about what you are currently offering but also what you might offer in the future. For instance, if your focus is on highly nutritious and fresh natural fruit drinks, you might be tempted to pick a name that focuses on that. However, what happens when you then decide to start selling snacks or other items that also are prepared using natural and nutritious ingredients but are not fruit drinks? You would need to go through the rigmarole of completely changing your branding, which is not always a sensible move. The colouring, as we’ve already noted with regards to Coca-Cola and McDonald’s, is crucial in your branding. You want something memorable, and that people will easily associate with your company, who you are and what you are offering. If this is a struggle, a food branding agency (hint, hint – us!) can help. Food PR Once you’ve figured out your branding, it might be worth doing some food PR to speed up the process of getting your business name and your offering out there. While this type of food marketing can be done yourself, it can also be a huge time-sink with all of the communication, connections and expertise required to do it correctly. Ideally, you want to do what you’re best at within your business and outsource those things to specialists like Greenseed (Contact Us for more info on global and UK food marketing) Get Yourself a Website Having a web presence is an important and direct way to sell your food products online. It opens your business up to potential customers far beyond the more local market you may need to focus on without one. It is also relatively inexpensive, as many can be set up for free, with only a small investment being required for things like promotion, SEO and other marketing necessities. How can I promote my product for free? Promoting your food business  online doesn’t need to cost the world, especially if you are a bit savvy about it. Below we have put together a brief list of options to help you push your food business without spending a penny. Improve the SEO – If you try and work on the SEO of your site so that it ranks better in search engines, this can be an awesome way to make more customers aware of your products Make full use of Social Media – Facebook, Twitter and Instagram business pages are free to own and run. Although it requires time, when you interact with your target audience and customers effectively with social media, your products will sell better List Your Business on Google My Business – Especially if you have  a bricks and mortar food store too. It’s amazing how many people don’t take full advantage of this effective marketing tool. Answer questions on Google. If there is one people love it’s finding the answers to their questions through Google. If you do this well you can increase the interest in your business and sales. Hopefully, all of these tips and strategies have gone some way to helping you understand how to market your food product or services online. If you need a more in-depth strategy consultation contact us now

Groupe Casino Offloads Vindémia Business For €219m

Groupe Casino has finalised the sale of its Vindémia business, which operates a number of stores on the islands of Reunion, Madagascar, Mauritius and Mayotte, for an enterprise value of €219 million. The group said that proceeds from the sale amount to €207 million, based on an estimated net financial debt and working capital requirement at 30 June 2020, of which €186 million has been received. The completion of the sale follows the granting of approval by the French Competition Authority. Groupe Casino said that the sale means that the total amount of proceeds received from the sale of non-strategic assets to €2.0 billion since July 2018, out of a total signed to date of €2.8 billion. SOURCE : https://www.esmmagazine.com/retail/groupe-casino-offloads-vindemia-business-e219m-102407

Red Meat Exports Continue Despite Lockdowns

Latest trade figures from HMRC show that there continues to be a strong export market for Welsh Lamb and Welsh Beef, despite the disruption caused by coronavirus lockdowns in Europe and beyond. UK exports of beef and sheepmeat are down in April 2020 compared with the same month the previous year, however the total comparison for the first four months of the year show more modest changes. Beef exports are up 2.8% by volume as against the first four months of 2019, although the value was down slightly from £144million to £131million. The volume of sheepmeat exports from the UK are down 18% as compared with the bumper export year of 2019, however the figures are broadly in line with the previous year. The value of exports in the first four months of 2020 was £121.7million, as opposed to £120.2million in 2018 and £127.9million in 2019. Pork exports continue to rise due to demand from China. “We’re still facing what could be an even greater uncertainty at the end of the year if a trade agreement between the UK and the EU is not agreed, potentially leading to high tariffs on European exports.” The trade figures also show that imports into the UK in April, notably of Irish beef and New Zealand lamb, have experienced a modest fall on previous years. According to Hybu Cig Cymru – Meat Promotion Wales (HCC), the HMRC export figures show that demand is still present for Welsh meat, despite the disruption caused by Covid-19 and the closure of foodservice outlets. “HMRC’s UK trade figures for April mark the height of lockdowns in many countries, and reflect a period when many restaurants and hotels – important markets for beef and lamb from Wales – were closed,” said HCC data analyst, Glesni Phillips. “However, although export volumes are down somewhat as against last year due to the disruption, producers have adapted to changing demand,” she explained. “Lamb and beef from Wales is still being exported into retail and other sectors.” Phillips emphasised that the outlook for the rest of the year was one of great uncertainty. She said: “We are seeing lockdowns being lifted gradually in many countries, which should help the foodservice trade which is so valuable for the Welsh red meat sector. However it’s impossible to predict how quickly levels of hotel and restaurant demand will return to normal.” “We’re still facing what could be an even greater uncertainty at the end of the year if a trade agreement between the UK and the EU is not agreed, potentially leading to high tariffs on European exports,” she warned. “These figures also highlight that over 90% of the UK’s beef and lamb exports go to the EU.” SOURCE : https://meatmanagement.com/red-meat-exports-continue-despite-lockdowns/

Groupe Casino Offloads Vindémia Business For €219m

Groupe Casino has finalised the sale of its Vindémia business, which operates a number of stores on the islands of Reunion, Madagascar, Mauritius and Mayotte, for an enterprise value of €219 million. The group said that proceeds from the sale amount to €207 million, based on an estimated net financial debt and working capital requirement at 30 June 2020, of which €186 million has been received. The completion of the sale follows the granting of approval by the French Competition Authority. Groupe Casino said that the sale means that the total amount of proceeds received from the sale of non-strategic assets to €2.0 billion since July 2018, out of a total signed to date of €2.8 billion. SOURCE : https://www.esmmagazine.com/retail/groupe-casino-offloads-vindemia-business-e219m-102407

Red meat exports continue despite lockdowns

Latest trade figures from HMRC show that there continues to be a strong export market for Welsh Lamb and Welsh Beef, despite the disruption caused by coronavirus lockdowns in Europe and beyond. UK exports of beef and sheepmeat are down in April 2020 compared with the same month the previous year, however the total comparison for the first four months of the year show more modest changes. Beef exports are up 2.8% by volume as against the first four months of 2019, although the value was down slightly from £144million to £131million. The volume of sheepmeat exports from the UK are down 18% as compared with the bumper export year of 2019, however the figures are broadly in line with the previous year. The value of exports in the first four months of 2020 was £121.7million, as opposed to £120.2million in 2018 and £127.9million in 2019. Pork exports continue to rise due to demand from China. “We’re still facing what could be an even greater uncertainty at the end of the year if a trade agreement between the UK and the EU is not agreed, potentially leading to high tariffs on European exports.” The trade figures also show that imports into the UK in April, notably of Irish beef and New Zealand lamb, have experienced a modest fall on previous years. According to Hybu Cig Cymru – Meat Promotion Wales (HCC), the HMRC export figures show that demand is still present for Welsh meat, despite the disruption caused by Covid-19 and the closure of foodservice outlets. “HMRC’s UK trade figures for April mark the height of lockdowns in many countries, and reflect a period when many restaurants and hotels – important markets for beef and lamb from Wales – were closed,” said HCC data analyst, Glesni Phillips. “However, although export volumes are down somewhat as against last year due to the disruption, producers have adapted to changing demand,” she explained. “Lamb and beef from Wales is still being exported into retail and other sectors.” Phillips emphasised that the outlook for the rest of the year was one of great uncertainty. She said: “We are seeing lockdowns being lifted gradually in many countries, which should help the foodservice trade which is so valuable for the Welsh red meat sector. However it’s impossible to predict how quickly levels of hotel and restaurant demand will return to normal.” “We’re still facing what could be an even greater uncertainty at the end of the year if a trade agreement between the UK and the EU is not agreed, potentially leading to high tariffs on European exports,” she warned. “These figures also highlight that over 90% of the UK’s beef and lamb exports go to the EU.” SOURCE : https://meatmanagement.com/red-meat-exports-continue-despite-lockdowns/

Webinar: Opportunities for Food Companies in China in The New Normal

Carrefour, Google To Launch Voice Grocery Shopping Service In France

Carrefour and Google said they were launching a voice-based grocery shopping service in France as part of the French retailer’s ambition to accelerate its expansion into food e-commerce. The service works via Google Assistant – a digital voice assistance service on smart phones and other devices – and is part of a strategic partnership between the two companies initiated in June 2018, the joint statement said. “This innovation, developed with Google, will further accelerate the trajectory of e-commerce at Carrefour,” said Amelie Oudea-Castera, Carrefour’s executive director of e-commerce, data and digital transformation. Global Overhaul Carrefour is in the midst of a global overhaul to boost sales and profits and it plans to invest €2.8 billion in digital commerce by the end of the year in the face of competition from Amazon It is aiming to increase food e-commerce sales to €4.2 billion by 2022 from €1.3 bilion in 2019 and €1.0 billion in 2018. The new service will allow users who associate their Google account with their Carrefour account to add items to a shopping list by saying generic words such as butter or milk, or names of products or brands. The Assistant, which is connected to Carrefour’s e-commerce inventory, then converts the list into a cart of products available on the Carrefour.fr website. The specific items added to the shopping cart by Google Assistant will reflect the user’s product preferences, while giving them the option to delete, modify or add products. SOURCE : https://www.esmmagazine.com/technology/carrefour-google-launch-voice-grocery-shopping-service-france-101032

Carrefour, Google To Launch Voice Grocery Shopping Service In France

Carrefour and Google said they were launching a voice-based grocery shopping service in France as part of the French retailer’s ambition to accelerate its expansion into food e-commerce. The service works via Google Assistant – a digital voice assistance service on smart phones and other devices – and is part of a strategic partnership between the two companies initiated in June 2018, the joint statement said. “This innovation, developed with Google, will further accelerate the trajectory of e-commerce at Carrefour,” said Amelie Oudea-Castera, Carrefour’s executive director of e-commerce, data and digital transformation. Global Overhaul Carrefour is in the midst of a global overhaul to boost sales and profits and it plans to invest €2.8 billion in digital commerce by the end of the year in the face of competition from Amazon It is aiming to increase food e-commerce sales to €4.2 billion by 2022 from €1.3 bilion in 2019 and €1.0 billion in 2018. The new service will allow users who associate their Google account with their Carrefour account to add items to a shopping list by saying generic words such as butter or milk, or names of products or brands. The Assistant, which is connected to Carrefour’s e-commerce inventory, then converts the list into a cart of products available on the Carrefour.fr website. The specific items added to the shopping cart by Google Assistant will reflect the user’s product preferences, while giving them the option to delete, modify or add products. SOURCE : https://www.esmmagazine.com/technology/carrefour-google-launch-voice-grocery-shopping-service-france-101032

Did you miss our 3rd webinar? Below the full video.

Last Thursday, we hosted the 3rd Green Seed webinar, with lively discussions on how international food companies are dealing with the COVID-19 crisis, at all levels. Over 150 of you have attended and we received a lot of positive feedback, which makes us happy! Were you not able to attend, or do you want to view the webinar again? Below the full video. Webinar: How International Food Companies are Adapting to Changing Retailer & Shopper Behaviour Next Green Seed webinar will be on the 18th of June. More info tbc #greenseed #internationalbusiness #foodindustry #covid19 #webinar

New west Wales health ambassador supports Stoc+ project

An animal health project has welcomed a new veterinary ambassador to support proactive animal health planning on beef and sheep farms in Wales. Alun Evans, who practises at Market Hall Vets, St Clears, joined the Stoc+ ambassador team a few months ago and has been advising farmers on vaccination uses and best practice through online videos through his role as a Stoc+ vet ambassador. Since the beginning of the Covid-19 lockdown, the Stoc+ project has adapted to working remotely with meetings and visits being held on virtual platforms. Its veterinary ambassadors have also taken a different approach, promoting proactive animal health planning and sharing advice on the red meat development programme (RMDP)’s website and social media channels. Stoc+, which is coordinated by Hybu Cig Cymru – Meat Promotion Wales (HCC), aims to improve overall health of flock and herd on Welsh farms and ultimately, enhancing animal health planning and boosting production efficiency. Alun Evans explains: “Vaccinations against clostridial diseases are essential for beef and sheep farmers in Wales. Unfortunately, one of the first signs of clostridial disease is sudden death and so knowing the best time to give vaccinations is key for a healthy herd or flock.” Vaccinations are an important part of disease control, but there are other factors to consider such as the animal’s general health and specific antibodies of the disease. “Cattle and sheep usually require two doses four to six weeks apart. Some immunity can be passed from ewe to lambs; however, protection is only offered for a short period of time, therefore, it is important to vaccinate the lambs and calves as they grow.” Dr Rebekah Stuart, HCC flock and herd health executive, adds: “Farmers who are part of the Stoc+ project are advised to keep their health plans updated and to follow the tailored vaccine timetable developed during the visits. For further advice, farmers should consider consulting their vet to discuss the best way forward.” SOURCE : https://www.westerntelegraph.co.uk/news/farming/18502662.new-west-wales-health-ambassador-supports-stoc-project/

Carrefour Pledges To Cut CO2 Emissions By 30% By 2030

Carrefour has pledged to reduce carbon emissions from products sold in its stores by 30% by 2030 compared to 2019. It will be the equivalent of reducing 20 megatonnes of CO2 emissions, the retailer added. Carrefour has identified gas, electricity and refrigerants as the main contributors to greenhouse gas emissions from its stores. The retailer’s new carbon reduction objectives have been approved by the Science Based Target initiative (SBTi) led by the CDP, the Global Compact, the World Resources Institute (WRI) and WWF. In 2015, the Carrefour Group vowed to reduce its carbon footprint from stores by 40% by 2025 compared to 2010. However, it already achieved a 39% reduction in 2019. Focus Areas Carrefour aims to achieve the new goal by focussing on three areas – suppliers, consumers and transportation of goods. The retailer will encourage consumers and suppliers to focus on products that are local, eco-designed and require less packaging. It will also offer more plant-based food items. In terms of transport, the retailer will its optimise logistics models and develop alternatives to the use of diesel. By 2022, the company plans to triple its fleet of biomethane-fuelled trucks in France. SOURCE : https://www.esmmagazine.com/retail/carrefour-pledges-cut-co2-emissions-30-2030-100184

New west Wales health ambassador supports Stoc+ project

An animal health project has welcomed a new veterinary ambassador to support proactive animal health planning on beef and sheep farms in Wales. Alun Evans, who practises at Market Hall Vets, St Clears, joined the Stoc+ ambassador team a few months ago and has been advising farmers on vaccination uses and best practice through online videos through his role as a Stoc+ vet ambassador. Since the beginning of the Covid-19 lockdown, the Stoc+ project has adapted to working remotely with meetings and visits being held on virtual platforms. Its veterinary ambassadors have also taken a different approach, promoting proactive animal health planning and sharing advice on the red meat development programme (RMDP)’s website and social media channels. Stoc+, which is coordinated by Hybu Cig Cymru – Meat Promotion Wales (HCC), aims to improve overall health of flock and herd on Welsh farms and ultimately, enhancing animal health planning and boosting production efficiency. Alun Evans explains: “Vaccinations against clostridial diseases are essential for beef and sheep farmers in Wales. Unfortunately, one of the first signs of clostridial disease is sudden death and so knowing the best time to give vaccinations is key for a healthy herd or flock.” Vaccinations are an important part of disease control, but there are other factors to consider such as the animal’s general health and specific antibodies of the disease. “Cattle and sheep usually require two doses four to six weeks apart. Some immunity can be passed from ewe to lambs; however, protection is only offered for a short period of time, therefore, it is important to vaccinate the lambs and calves as they grow.” Dr Rebekah Stuart, HCC flock and herd health executive, adds: “Farmers who are part of the Stoc+ project are advised to keep their health plans updated and to follow the tailored vaccine timetable developed during the visits. For further advice, farmers should consider consulting their vet to discuss the best way forward.” SOURCE : https://www.westerntelegraph.co.uk/news/farming/18502662.new-west-wales-health-ambassador-supports-stoc-project/

Carrefour Pledges To Cut CO2 Emissions By 30% By 2030

Carrefour has pledged to reduce carbon emissions from products sold in its stores by 30% by 2030 compared to 2019. It will be the equivalent of reducing 20 megatonnes of CO2 emissions, the retailer added. Carrefour has identified gas, electricity and refrigerants as the main contributors to greenhouse gas emissions from its stores. The retailer’s new carbon reduction objectives have been approved by the Science Based Target initiative (SBTi) led by the CDP, the Global Compact, the World Resources Institute (WRI) and WWF. In 2015, the Carrefour Group vowed to reduce its carbon footprint from stores by 40% by 2025 compared to 2010. However, it already achieved a 39% reduction in 2019. Focus Areas Carrefour aims to achieve the new goal by focussing on three areas – suppliers, consumers and transportation of goods. The retailer will encourage consumers and suppliers to focus on products that are local, eco-designed and require less packaging. It will also offer more plant-based food items. In terms of transport, the retailer will its optimise logistics models and develop alternatives to the use of diesel. By 2022, the company plans to triple its fleet of biomethane-fuelled trucks in France. SOURCE : https://www.esmmagazine.com/retail/carrefour-pledges-cut-co2-emissions-30-2030-100184

The Corona Crisis is Changing German Eating Habits

During the current pandemic, more people are eating at home and with members of their family. The German Department of Agriculture has just published its annual Food Report 2020, a representative survey of 1,000 consumers and including most recent data from April to cover current coronavirus issues. More chilled food is landing on German tables as well as regional food. 83% of respondents stated that it is of importance for their food to be more local, 10% points more than in the 2016 survey. For milk, dairy produce and eggs, distance the products travel is of importance. A new awareness for grocery products is emerging, as well as for people involved in food production. Agriculture in general has increased in importance for one third of respondents. Of course, taste remains the prime factor when choosing groceries (97%), followed by regional origin (83%),  inspiration for range (55%), product information (54%) and price (46%). Also on the increase is the amount of grocery home delivery, now at 6%.  More RTE meals are also being purchased (8%).  During the crisis, 21% of respondents had bought takeaway from a restaurant. Germans continue to move away from meat. Only 26% now see meat as a daily food item. 5 years ago, this figure was 34%. The number of consumers who eat meat daily has declined to 32%, down from 39% in 2019. This latest 2020 survey shows that 55% of respondents consider themselves to be flexitarians. Only 5% of consumers remain pure vegetarians and of them, 1% vegan.

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Retailers continue to play their trump card

For the 6th year, the trade paper Lebensmittelzeitung and IPSOS have carried out their „Private Label Monitor“ with an online survey of 1,000 adults in February 2020. Private label (PL) is well established in Germany. 96% of consumers buy them and 66% have as much confidence in them as in branded goods. Other results of the survey show that consumers see range quality of PL to be just as good as brands with 13% even considering PL ranges to be better. „Value for money“ continues to be the prime consideration for choosing PL with 64% of consumers, compared to 66% in 2019 and 76% in 2018, ie declining. This year, 23% of consumers considered brands and PL to offer the same value for money. Interestingly, consumers are not particularly aware of the names of retailers‘ PL products, with only 41% remembering these names. 32% stated the name of the PL product to be of no importance. The overall quality image of the specific retailer is of more interest, which will be good news for ALDI North and South who have recently unified their previously separate PL ranges. There is also a growing awareness of PL packaging design, in particular amongst younger target markets (under 39 years). Convenience food was also examined in the survey. Food to go continues to show growth. 60% of consumers have noted that in this area product ranges are increasing. Overall, PL in Grocery showed turnover in 2019 of €56.6bn, 2.6% less than 2018. Their market share shrank accordingly to 39.6% from 40.6% in 2018. These figures refer to Food and Near Food. Much of the decline was due to discounters concentrating more on newly listed branded products in their promotional strategy.

Private Label Tops 30% Share In Almost All European Markets: PLMA

Private label share is now above 30% in almost all of Europe, the latest edition of PLMA’s International Private Label Yearbook has shown. This year’s edition of the yearbook, which incorporates Nielsen data to the end of 2019, shows that private label has gained market share in 14 of the 19 countries surveyed. In the UK and Germany, private label share remains above 40%, while in Italy, its share rose by two percentage points, its biggest gain to date. Significant Growth One of the biggest increases in private label share was seen in the Netherlands, which was up more than seven percentage points to 37%, boosted by the inclusion of Aldi in the data for the first time. In France, where Aldi and Lidl are not included in Nielsen’s data, private label holds a unit share of 31% and a value share of 25%. Spain and Portugal, meanwhile remain strong markets for private label, with store brands accounting for half of all products sold in Spain, and 43% in Portugal. In central and eastern Europe, market share stayed above 40% in Austria and above 30% in Poland, Hungary, Czech Republic and Slovakia, while in Switzerland, private label accounts for half of products sold. Norway led the way in Scandinavia, with private label market share climbing two percentage points to more than 34%. Sweden increased to 33%, while Finland stayed above 30%. Lastly, Greece reported private label market share of above 31% for the first time, while Turkey saw share rise two percentage points to more than 30%. SOURCE : https://www.esmmagazine.com/private-label/private-label-tops-30-share-almost-european-markets-plma-99560

Private Label Tops 30% Share In Almost All European Markets: PLMA

Private label share is now above 30% in almost all of Europe, the latest edition of PLMA’s International Private Label Yearbook has shown. This year’s edition of the yearbook, which incorporates Nielsen data to the end of 2019, shows that private label has gained market share in 14 of the 19 countries surveyed. In the UK and Germany, private label share remains above 40%, while in Italy, its share rose by two percentage points, its biggest gain to date. Significant Growth One of the biggest increases in private label share was seen in the Netherlands, which was up more than seven percentage points to 37%, boosted by the inclusion of Aldi in the data for the first time. In France, where Aldi and Lidl are not included in Nielsen’s data, private label holds a unit share of 31% and a value share of 25%. Spain and Portugal, meanwhile remain strong markets for private label, with store brands accounting for half of all products sold in Spain, and 43% in Portugal. In central and eastern Europe, market share stayed above 40% in Austria and above 30% in Poland, Hungary, Czech Republic and Slovakia, while in Switzerland, private label accounts for half of products sold. Norway led the way in Scandinavia, with private label market share climbing two percentage points to more than 34%. Sweden increased to 33%, while Finland stayed above 30%. Lastly, Greece reported private label market share of above 31% for the first time, while Turkey saw share rise two percentage points to more than 30%. SOURCE : https://www.esmmagazine.com/private-label/private-label-tops-30-share-almost-european-markets-plma-99560

E-commerce Food Industry – Could the Long-Term Impact of COVID-19 be Positive?

Pre COVID-19 the global growth of e-commerce in grocery was something we all took for granted, but market shares were still often quite small and cost factors for both providers and shoppers a nagging concern. The Coronavirus crisis has turned all of that on its head. For consumers, brands and retailers (large and small), and even for food service operators and wholesalers, the landscape has and will change. Which Food Services Have Benefited? In markets where online food sales are more established – France and the UK for example – sales have rocketed. Ocado, the UK’s pureplay online supermarket, saw demand increase ten times as shoppers turned to the home delivery specialist. Its share price has risen over 50% since February, reflecting not just its sales hike but – more so – its world leading online technology solutions now seen as likely to be increasingly sought after by other global retailers (Kroger – USA, Casino – France, and Aeon – Japan, are among its existing clients). While Tesco developed its online capacity so quickly that it has managed to double deliveries from 690,000 per week pre crisis to 1.2 million, as anxious shoppers sought to limit in store shopping as much as they could. Independent retailers, delis and farm shops have followed suit, with promises of short notice delivery slots which their much larger competitors have struggled to keep. Premium foods, such as “organic” or “environmentally friendly” labelled goods are still even experiencing growth in places like Italy – countries that have been hit hardest by COVID-19 How Were Smaller or Start up Food Businesses Affected? SMEs and challenger brands have been ahead of the curve in selling direct to consumer – via their own websites and online marketplaces. This is all the more crucial now to replace sales lost from foodservice and (possibly) temporary de-listings as supermarkets seek efficiencies in their supply chain. But legacy brands can be agile too. How Some Brands Overcame This Challenge to Sell Their Food Products Giants like Heinz and Pepsico are offering product bundles shipped direct to consumers’ homes. So to what extent do these changes mark a permanent shift in food selling and buying behaviour? This will depend on how each group responds to opportunities and challenges: Food Consumer Habits as a Result of Coronavirus Opportunities as a result of COVID-19’s effect on food consumer purchasing include: increasing order frequency from existing shoppers shop more (appeal of convenience, safer shopping)increased penetration through new converts to online food shoppingespecially the 65+ generation, many of whom have recently engaged for the first time Food Retailers Response to COVID-19 The changes and challenges they will face include: managing expansion of capacityinvestment in logistics and staff (vs pressure to invest in price) finding an elusive profitable model for home delivery. Brands Food brands opportunities and challenges will include increasing direct consumer engagementbuilding omnichannel breadth to their marketing Food services During and After Covid Takeaway and delivery could significantly increase the share of restaurant revenues as social distancing and possible lower frequency of visits limit on-site sales. And not least, for all of the above, how consumers and businesses alike will respond to the pressures of unemployment and recession before any steep (or gradual?) upturn in the years to come. Simon Waring Looking to grow your food and drink brands in 2020? Contact us to find out how we can help you.

Join our 3rd webinar on changing retailer & shopping behaviour

A new Green Seed webinar is coming up: “How International Food Companies are adapting to changing retailer & shopping behaviour”, with guest speakers from The Coconut Collaborative , Natra and St Pierre Groupe. It’s free, 1 hour and happening on Thursday 4th June! Join us by registering here: https://lnkd.in/dzMGeFg Key topics: How is COVID-19 impacting your business and your sales? Have you adapted promotions, marketing, and product range? How are you approaching the innovation process at this time? Is the balance between private label and brands going to shift? What opportunities do you see? #greenseed #internationalbusiness #foodindustry #covid19 #webinar

Almost a third of Germans now buy food online

Before the Corona crisis rather a niche business, now an interesting alternative for many consumers – Food Online is currently gaining in importance in Germany.Whereas 16 % used to order food online either frequently or from time to time,  now 30 % do so according to a survey by the German digital association Bitkom.Apart from Amazon, German online supermarkets are particularly popular online grocery shopping destinations. Organic, regional, vegan and “animal-free meat”These key cornerstones are causing a change in the values of food and are becoming even more relevant in the corona crisis. Never before has the term “farm shop” been googled as frequently as in Spring 2020 according to trends and innovation expert Prof. Peter Wippermann.

German retail buyers still keen on product innovations

Even in current circumstances, new products and innovations are of tremendous importance to German grocery retail trade. – 87% of LZ experts* state they are “very important” or “important”. – 84% are convinced that new products and innovations will continue to be essential in order to differentiate from competing retailers and in particular from the discounters. This tendency is increasing as the survey continues, confirming that the demand for new additions to current ranges is high, even during COVID-19. How are meetings between suppliers and buyers conducted? The obvious solution are virtual meetings that are now frequently used to circumvent existing contact restrictions. Almost every retail expert at head office level reports to have gained experience with “virtual listing discussions” or plans to hold meetings in a digital way. *LZ experts: The German trade magazine Lebensmittel Zeitung interviews 150 readers from grocery retail head offices, regional offices and trade regarding current topics on a bi-monthly basis.

Average shelf-life of PGI Welsh Lamb lengthens

A significant lengthening in the average shelf-life of PGI Welsh Lamb has been made, a key objective in improving the long-term competitiveness of the industry. Previously, shelf-life figures ranged from around 21 to 28 days, but figures collated from processors confirm a 16% improvement over the year, to an average of 33 days. Some overseas producers have pioneered extending the shelf-life of lamb in recent years. Emulating this improvement has been identified as a key factor in helping Welsh lamb’s competitiveness in the domestic retail market, and in attracting new export customers. In leading the industry towards these improvements, Hybu Cig Cymru – Meat Promotion Wales (HCC) has worked at all stages of the supply chain. This has included holding training courses for farmers on best practice in terms of livestock presentation, and working with processing companies on improvements at abattoirs, cutting plants and in transportation. “Improving shelf life has been an important strategic aim, and it’s pleasing to have taken a significant step forward,” said HCC Chief Executive, Gwyn Howells. “The shelf life figure varies somewhat between different cuts; some products now have a shelf life of significantly longer than a month, which is a great help in attracting new export customers.” He added that it also aids the industry in being able to achieve a consistent year-round supply to retailers in Britain. “Since we started focusing on this area, many hundreds of farmers and agriculture students have attended our free courses on presenting livestock for slaughter,” explained Mr Howells. “We’ve also worked hand-in-hand with processors, and are continuing this work through our Welsh Lamb Meat Quality project. “We’re determined to continue this momentum and achieve even better results in years to come,” he said. SOURCE : https://www.farminguk.com/news/average-shelf-life-of-pgi-welsh-lamb-lengthens_55656.html

Average shelf-life of PGI Welsh Lamb lengthens

A significant lengthening in the average shelf-life of PGI Welsh Lamb has been made, a key objective in improving the long-term competitiveness of the industry. Previously, shelf-life figures ranged from around 21 to 28 days, but figures collated from processors confirm a 16% improvement over the year, to an average of 33 days. Some overseas producers have pioneered extending the shelf-life of lamb in recent years. Emulating this improvement has been identified as a key factor in helping Welsh lamb’s competitiveness in the domestic retail market, and in attracting new export customers. In leading the industry towards these improvements, Hybu Cig Cymru – Meat Promotion Wales (HCC) has worked at all stages of the supply chain. This has included holding training courses for farmers on best practice in terms of livestock presentation, and working with processing companies on improvements at abattoirs, cutting plants and in transportation. “Improving shelf life has been an important strategic aim, and it’s pleasing to have taken a significant step forward,” said HCC Chief Executive, Gwyn Howells. “The shelf life figure varies somewhat between different cuts; some products now have a shelf life of significantly longer than a month, which is a great help in attracting new export customers.” He added that it also aids the industry in being able to achieve a consistent year-round supply to retailers in Britain. “Since we started focusing on this area, many hundreds of farmers and agriculture students have attended our free courses on presenting livestock for slaughter,” explained Mr Howells. “We’ve also worked hand-in-hand with processors, and are continuing this work through our Welsh Lamb Meat Quality project. “We’re determined to continue this momentum and achieve even better results in years to come,” he said. SOURCE : https://www.farminguk.com/news/average-shelf-life-of-pgi-welsh-lamb-lengthens_55656.html

Paris Food Hub Emerges From Lockdown With Hopes Of Restaurant Return

RUNGIS, France (Reuters) – Business is stirring at a giant wholesale produce market near Paris after France loosened coronavirus containment measures this week, but food firms are waiting for restaurant and hotel trade to return before celebrating. The easing of France’s lockdown, one of the strictest in Europe, has brought some workers back to their jobs and seen the reopening of street markets that usually absorb part of the fresh produce channelled through the 234-hectare Rungis hub just south of the capital. Masks must be worn, touching the produce is banned and the wholesale market’s usually bustling cafes serve take-away only. “This week is thankfully a week in which our business has picked up,” Veronique Gillardeau, owner of seafood wholesaler Maison Blanc, said as Friday’s trade wound down before dawn in the fish hall at Rungis. “You usually have people greeting each other, meeting up at the cafe, there’s a special middle-of-the-night atmosphere here,” Gillardeau said. “All that side we’re having to forget.” HOME COOKING As lockdown closed restaurants and street markets, farmers struggled to get crops picked and transport became more complex. Wholesalers said supply snags or a switch to French produce from usual origins such as Spain caused price spikes in produce such as strawberries and asparagus. Some at Rungis eked back sales by offering new products and services. Meat and poultry suppliers say they have fallen back on butcher shops and provided more elaborate cuts as households have taken to home cooking. Some fruit and vegetable firms have teamed up with a home delivery service launched by Rungis to fill part of the gap left by restaurants. The resumption of street markets in and around Paris has helped suppliers. “We haven’t clawed everything back yet but it’s going much better,” Bruno Courillon, head of poultry wholesaler Eurovolaille, said, after losing up to 30% of his usual sales during the lockdown. Cedric Gidel, a customer of Eurovolaille who runs a poultry stand at the Aligre food market in eastern Paris, said he was back at his old spot this week, although social distancing measures meant footfall at the market was down by half. The closure until at least June of restaurants and hotels remains a cloud over Rungis. The French fish sector is reliant on restaurants for over half of its volumes. At Rungis, 45% of all firms are to some extent dependent on restaurant trade, said Stephane Layani, CEO of Semmaris, the company that manages the wholesale hub. “I am very worried,” he said from his office overlooking the complex. “The restaurant and hotel sectors are going to be helped but those further up the chain shouldn’t be forgotten,” he said, after the government announced measures to support its tourism sector. Wholesalers were also cautious. “You can’t say activity is like it was before COVID. As long as the restaurants are shut, it’s going to be tough for us,” said Gillardeau. SOURCE : https://www.reuters.com/article/us-health-coronavirus-france-food/paris-food-hub-emerges-from-lockdown-with-hopes-of-restaurant-return-idUSKBN22R2OM

Paris food hub emerges from lockdown with hopes of restaurant return

RUNGIS, France (Reuters) – Business is stirring at a giant wholesale produce market near Paris after France loosened coronavirus containment measures this week, but food firms are waiting for restaurant and hotel trade to return before celebrating. The easing of France’s lockdown, one of the strictest in Europe, has brought some workers back to their jobs and seen the reopening of street markets that usually absorb part of the fresh produce channelled through the 234-hectare Rungis hub just south of the capital. Masks must be worn, touching the produce is banned and the wholesale market’s usually bustling cafes serve take-away only. “This week is thankfully a week in which our business has picked up,” Veronique Gillardeau, owner of seafood wholesaler Maison Blanc, said as Friday’s trade wound down before dawn in the fish hall at Rungis. “You usually have people greeting each other, meeting up at the cafe, there’s a special middle-of-the-night atmosphere here,” Gillardeau said. “All that side we’re having to forget.” HOME COOKING As lockdown closed restaurants and street markets, farmers struggled to get crops picked and transport became more complex. Wholesalers said supply snags or a switch to French produce from usual origins such as Spain caused price spikes in produce such as strawberries and asparagus. Some at Rungis eked back sales by offering new products and services. Meat and poultry suppliers say they have fallen back on butcher shops and provided more elaborate cuts as households have taken to home cooking. Some fruit and vegetable firms have teamed up with a home delivery service launched by Rungis to fill part of the gap left by restaurants. The resumption of street markets in and around Paris has helped suppliers. “We haven’t clawed everything back yet but it’s going much better,” Bruno Courillon, head of poultry wholesaler Eurovolaille, said, after losing up to 30% of his usual sales during the lockdown. Cedric Gidel, a customer of Eurovolaille who runs a poultry stand at the Aligre food market in eastern Paris, said he was back at his old spot this week, although social distancing measures meant footfall at the market was down by half. The closure until at least June of restaurants and hotels remains a cloud over Rungis. The French fish sector is reliant on restaurants for over half of its volumes. At Rungis, 45% of all firms are to some extent dependent on restaurant trade, said Stephane Layani, CEO of Semmaris, the company that manages the wholesale hub. “I am very worried,” he said from his office overlooking the complex. “The restaurant and hotel sectors are going to be helped but those further up the chain shouldn’t be forgotten,” he said, after the government announced measures to support its tourism sector. Wholesalers were also cautious. “You can’t say activity is like it was before COVID. As long as the restaurants are shut, it’s going to be tough for us,” said Gillardeau. SOURCE : https://www.reuters.com/article/us-health-coronavirus-france-food/paris-food-hub-emerges-from-lockdown-with-hopes-of-restaurant-return-idUSKBN22R2OM

German shoppers are changing their set of purchase criteria

German consumers are now placing different importance on food and drink characteristics, reports market research company Appinio, who conducted an online survey with 1,006 Germans for the German trade magazine Lebensmittel Zeitung on April 23rd, 2020. According to this study, the criteria “low price” and “trusted brand” have decreased in importance. For 30% of Germans, these characteristics used to be relevant when buying food before the pandemic. Now, in the middle of the crisis, these values are changing. Only 24% of Germans currently pay attention to a low price, i.e. price sensitivity has decreased. At the same time, the “trusted brand” value has also decreased to a similar level to 25%. The survey shows that both values will probably recover and return to pre corona level after the crisis.

New HCC board convenes during continued crisis

New additions to the Board of Hybu Cig Cymru – Meat Promotion Wales (HCC) met with their colleagues virtually with the impact of the coronavirus pandemic top of the agenda. Lesley Griffiths, Minister for Environment, Energy and Rural Affairs, was also in attendance for the first formal bi-monthly meeting since the new appointments, although the Board has been holding interim weekly video conference meetings as part of its response to the Covid-19 crisis. The Minister and Board members heard of the continuing difficulties facing the red meat sector as a result of the current crisis, and discussed HCC’s ongoing measures to support the industry. “It’s unlikely that the hotel and catering sector will return to normality quickly – either in Britain or among our major export partners – so we are likely to see uncertainty for many weeks to come.” Retail trends and market price data were presented which showed that consumers are beginning to settle into more stable buying behaviours, but that the near-total loss of the foodservice industry was still having a major impact on the beef sector, and could also adversely affect the lamb trade over the coming weeks. After the lockdown was introduced in March, a surge in consumer demand was seen, but mainly for cheaper cuts of meat and mince. April’s figures show a steadier pattern, however Easter lamb leg sales were down on previous years as families were not able to enjoy festive gatherings. Deadweight prime cattle prices have followed a downward trend since the start of April, to sit around 20p below year-earlier levels, reflecting a loss of trade in steaks and roasting joints from hotels and restaurants. Cull cow prices in England and Wales have also experienced a significant drop following the lockdown announcement and the closure of pubs, many fast food outlets and public sector catering establishments. Three weeks ago, HCC launched an additional marketing campaign for both lamb and beef, working with leading chefs to encourage consumers to enjoy ‘restaurant-style’ food at home during lockdown. This has now been reinforced by a GB-wide £1.2 million campaign specifically to support the beef sector, uniting the three levy boards, HCC, AHDB and QMS. Kevin Roberts, chairman of Hybu Cig Cymru commented: “The new board members have joined the organisation at a time of significant pressure across the red meat industry. The talent and expertise that they bring to the table will be invaluable in helping our organisation to support the whole supply chain. “This is a very challenging period for the red meat sector. The lockdown has led to a major imbalance in demand for processors and price fluctuations for farmers as a result. It’s unlikely that the hotel and catering sector will return to normality quickly – either in Britain or among our major export partners – so we are likely to see uncertainty for many weeks to come.” Minister for Environment, Energy and Rural Affairs, Lesley Griffiths, said: “Covid-19 is having a significant impact on our agriculture and red meat industry. I was pleased to join HCC’s board meeting today to hear their concerns and discuss how we can work together to support the industry at these challenging times.” SOURCE : https://meatmanagement.com/new-hcc-board-convenes-during-continued-crisis/

New HCC board convenes during continued crisis

New additions to the Board of Hybu Cig Cymru – Meat Promotion Wales (HCC) met with their colleagues virtually with the impact of the coronavirus pandemic top of the agenda. Lesley Griffiths, Minister for Environment, Energy and Rural Affairs, was also in attendance for the first formal bi-monthly meeting since the new appointments, although the Board has been holding interim weekly video conference meetings as part of its response to the Covid-19 crisis. The Minister and Board members heard of the continuing difficulties facing the red meat sector as a result of the current crisis, and discussed HCC’s ongoing measures to support the industry. “It’s unlikely that the hotel and catering sector will return to normality quickly – either in Britain or among our major export partners – so we are likely to see uncertainty for many weeks to come.” Retail trends and market price data were presented which showed that consumers are beginning to settle into more stable buying behaviours, but that the near-total loss of the foodservice industry was still having a major impact on the beef sector, and could also adversely affect the lamb trade over the coming weeks. After the lockdown was introduced in March, a surge in consumer demand was seen, but mainly for cheaper cuts of meat and mince. April’s figures show a steadier pattern, however Easter lamb leg sales were down on previous years as families were not able to enjoy festive gatherings. Deadweight prime cattle prices have followed a downward trend since the start of April, to sit around 20p below year-earlier levels, reflecting a loss of trade in steaks and roasting joints from hotels and restaurants. Cull cow prices in England and Wales have also experienced a significant drop following the lockdown announcement and the closure of pubs, many fast food outlets and public sector catering establishments. Three weeks ago, HCC launched an additional marketing campaign for both lamb and beef, working with leading chefs to encourage consumers to enjoy ‘restaurant-style’ food at home during lockdown. This has now been reinforced by a GB-wide £1.2 million campaign specifically to support the beef sector, uniting the three levy boards, HCC, AHDB and QMS. Kevin Roberts, chairman of Hybu Cig Cymru commented: “The new board members have joined the organisation at a time of significant pressure across the red meat industry. The talent and expertise that they bring to the table will be invaluable in helping our organisation to support the whole supply chain. “This is a very challenging period for the red meat sector. The lockdown has led to a major imbalance in demand for processors and price fluctuations for farmers as a result. It’s unlikely that the hotel and catering sector will return to normality quickly – either in Britain or among our major export partners – so we are likely to see uncertainty for many weeks to come.” Minister for Environment, Energy and Rural Affairs, Lesley Griffiths, said: “Covid-19 is having a significant impact on our agriculture and red meat industry. I was pleased to join HCC’s board meeting today to hear their concerns and discuss how we can work together to support the industry at these challenging times.” SOURCE : https://meatmanagement.com/new-hcc-board-convenes-during-continued-crisis/

French Shoppers Embracing Convenience, E-Commerce, Kantar Says

French shoppers are embracing convenience shopping as well as e-commerce during the coronavirus crisis, new data from Kantar has showed. According to data fro the period from 23 March to 19 April (P4), consumers spent 14.5% more on groceries than in the same period last year. However there was a slowdown in spending compared to the previous monthly period, in which shoppers spent 21.5% more than in the corresponding period the previous month. According to Kantar, French households are shopping less often (-17%) but are filling their baskets more (+37%) as the COVID-19 epidemic continues. Online Sales The research firm found that 10% of French shopper spend is now conducted via the Internet (+3.8%), with the number of transactions via e-commerce channels rising by 70%. Some 2.4 million additional households shopped online in the period, Kantar said. In addition, the convenience channel increased its share by 2.5%, to almost 9% of the market. Supermarkets were up 2.3%, while hypermarkets saw their share down 8.1%, with 3.1 million shoppers shunning big box grocery in the period. Retail Performance In terms of the best-performing retailers during the period, Les Mousquetaires, which operates the Intermarché chain, saw its share up 1.7% to 16.7%. Système U saw a 0.7% increase in market share, to 11.9%, while Aldi was up marginally, rising 0.1% share to 2.3%.. SOURCE : https://www.esmmagazine.com/retail/french-shoppers-embracing-convenience-e-commerce-kantar-says-97815

French Shoppers Embracing Convenience, E-Commerce, Kantar Says

French shoppers are embracing convenience shopping as well as e-commerce during the coronavirus crisis, new data from Kantar has showed. According to data fro the period from 23 March to 19 April (P4), consumers spent 14.5% more on groceries than in the same period last year. However there was a slowdown in spending compared to the previous monthly period, in which shoppers spent 21.5% more than in the corresponding period the previous month. According to Kantar, French households are shopping less often (-17%) but are filling their baskets more (+37%) as the COVID-19 epidemic continues. Online Sales The research firm found that 10% of French shopper spend is now conducted via the Internet (+3.8%), with the number of transactions via e-commerce channels rising by 70%. Some 2.4 million additional households shopped online in the period, Kantar said. In addition, the convenience channel increased its share by 2.5%, to almost 9% of the market. Supermarkets were up 2.3%, while hypermarkets saw their share down 8.1%, with 3.1 million shoppers shunning big box grocery in the period. Retail Performance In terms of the best-performing retailers during the period, Les Mousquetaires, which operates the Intermarché chain, saw its share up 1.7% to 16.7%. Système U saw a 0.7% increase in market share, to 11.9%, while Aldi was up marginally, rising 0.1% share to 2.3%.. SOURCE : https://www.esmmagazine.com/retail/french-shoppers-embracing-convenience-e-commerce-kantar-says-97815

German retail buyers still keen on product innovations

Even in current circumstances, new products and innovations are of tremendous importance to German grocery retail trade. – 87% of LZ experts* state they are “very important” or “important”. – 84% are convinced that new products and innovations will continue to be essential in order to differentiate from competing retailers and in particular from the discounters. This tendency is increasing as the survey continues, confirming that the demand for new additions to current ranges is high, even during COVID-19. How are meetings between suppliers and buyers conducted? The obvious solution are virtual meetings that are now frequently used to circumvent existing contact restrictions. Almost every retail expert at head office level reports to have gained experience with “virtual listing discussions” or plans to hold meetings in a digital way. *LZ experts: The German trade magazine Lebensmittel Zeitung interviews 150 readers from grocery retail head offices, regional offices and trade regarding current topics on a bi-monthly basis.

Retailer Carrefour Q1 Sales Growth Accelerates With France, Brazil

Carrefour saw its revenue growth accelerate in the first quarter, reflecting strong food sales in March in all its markets and notably in the core French market, as people stayed at home due to coronavirus lockdowns. Carrefour, Europe’s largest food retailer by sales, said it was sticking to its financial and operational targets under its 2022 strategy plan to boost sales and profits. “We are living a defining moment in our sector. This crisis underscores the relevance of Carrefour’s strategy,” Chief Executive Alexandre Bompard told analysts. The novel coronavirus crisis also made the need for a sound cost structure and a healthy balance sheet even more important, he said. Carrefour is in the midst of a five-year plan it launched in 2018 to cut costs and boost e-commerce investment as it seeks to lift profits and revenue and help it tackle competition from Amazon. TURNAROUND STRATEGY Its turnaround plan also includes expanding into convenience stores, scaling back non-food items and putting greater emphasis on organic food. Finance Chief Matthieu Malige said that first quarter profitability was “close to our initial expectations”. Carrefour benefited from stronger food sales but also incurred extra costs tied to keeping its supply chain running smoothly, protecting its employees and staff during the crisis, and rewarding employees who were in the field. First quarter sales reached €19.445 billion, driven by a solid performance in January and February and stockpiling by households in March ahead of coronavirus lockdown measures in all the group’s countries. Once lockdown measures were implemented, consumers favoured convenience and supermarkets which are closer to home and more accessible at the expenses of hypermarkets, a trend that was flagged by French rival Casino last week. Group sales rose 7.8% on a like-for-like basis from a year earlier, accelerating from 3.1% growth in the fourth quarter of 2019. FRENCH OPERATIONS In France alone, sales rose 8.1% at Carrefour’s supermarkets and 6.8% at its convenience stores. Carrefour’s large hypermarkets, which generate 51% of Carrefour sales in France and whose revival is one of Bompard’s priorities, had however a more subdued sales performance as consumers favoured local and online shopping. Same-store sales at Carrefour’s hypermarkets rose 0.9% in the first quarter following a 3.4% decline in the fourth quarter 2019. Bompard told analysts that purchasing power was going to be a major concern in all countries once lockdowns ease, and that hypermarkets could be “a good answer to purchasing power concerns”. In Brazil, Carrefour’s sales growth of 7.6% was boosted by a strong performance for the Atacadao cash-and-carry stores. SOURCE : https://www.esmmagazine.com/retail/retailer-carrefour-q1-sales-growth-accelerates-with-france-brazil-96981

Retailer Carrefour Q1 Sales Growth Accelerates With France, Brazil

Carrefour saw its revenue growth accelerate in the first quarter, reflecting strong food sales in March in all its markets and notably in the core French market, as people stayed at home due to coronavirus lockdowns. Carrefour, Europe’s largest food retailer by sales, said it was sticking to its financial and operational targets under its 2022 strategy plan to boost sales and profits. “We are living a defining moment in our sector. This crisis underscores the relevance of Carrefour’s strategy,” Chief Executive Alexandre Bompard told analysts. The novel coronavirus crisis also made the need for a sound cost structure and a healthy balance sheet even more important, he said. Carrefour is in the midst of a five-year plan it launched in 2018 to cut costs and boost e-commerce investment as it seeks to lift profits and revenue and help it tackle competition from Amazon. Turnaround Strategy Its turnaround plan also includes expanding into convenience stores, scaling back non-food items and putting greater emphasis on organic food. Finance Chief Matthieu Malige said that first quarter profitability was “close to our initial expectations”. Carrefour benefited from stronger food sales but also incurred extra costs tied to keeping its supply chain running smoothly, protecting its employees and staff during the crisis, and rewarding employees who were in the field. First quarter sales reached €19.445 billion, driven by a solid performance in January and February and stockpiling by households in March ahead of coronavirus lockdown measures in all the group’s countries. Once lockdown measures were implemented, consumers favoured convenience and supermarkets which are closer to home and more accessible at the expenses of hypermarkets, a trend that was flagged by French rival Casino last week. Group sales rose 7.8% on a like-for-like basis from a year earlier, accelerating from 3.1% growth in the fourth quarter of 2019. French Operations In France alone, sales rose 8.1% at Carrefour’s supermarkets and 6.8% at its convenience stores. Carrefour’s large hypermarkets, which generate 51% of Carrefour sales in France and whose revival is one of Bompard’s priorities, had however a more subdued sales performance as consumers favoured local and online shopping. Same-store sales at Carrefour’s hypermarkets rose 0.9% in the first quarter following a 3.4% decline in the fourth quarter 2019. Bompard told analysts that purchasing power was going to be a major concern in all countries once lockdowns ease, and that hypermarkets could be “a good answer to purchasing power concerns”. In Brazil, Carrefour’s sales growth of 7.6% was boosted by a strong performance for the Atacadao cash-and-carry stores. SOURCE : https://www.esmmagazine.com/retail/retailer-carrefour-q1-sales-growth-accelerates-with-france-brazil-96981

Webinar: The “New Normal” in International Food & Drink Business

What Has Changed and What Will Change

Webinar: US Opportunities for Food & Beverage Brands

In this webinar, we discuss the state of USA retail, dealing with today’s challenges and planning for future opportunities.

Corona crisis turns Belgians into home cooking chefs

A recent research from GfK shows that Belgian consumers are cooking more at home and eating more fresh fruit and vegetables. The Corona lockdown, in addition to the extra leisure time it has brought, has consequently moved Belgian consumers’ interest towards a healthier lifestyle. During the first two weeks of the corona lockdown, almost every Belgian (96%) prepared home-cooked meals and 20% ate less ready- meals. Belgians did not only become home cooks, they also paid extra attention to eating healthy. About one out of four Belgians claims to have had more fresh fruit and vegetables than before. One out of five Belgians is also planning to buy more fresh fruit and vegetables in the coming weeks. We are eager to find out whether this is a trend that will persist in the coming weeks. Source: GfK Coronavirus Consumer Pulse Study

Join our second webinar on the future of food & drink

Green Seed continues their free live 1hr webinar series with views from Green Seed UK, Italy, Belgium and the US. Date: Thursday April 30 10am New York / 3pm London / 4pm Europe Join our webinar now Key topics: The end of globalization of food? E-commerce the big winner? Foodservice will never be the same? A fresh momentum for brands? A closer relationship between retailers and suppliers?

Casino’s Q1 Sales Growth Accelerates, Boosted By Food Demand In France

Retailer Casino, battling investor concerns over its high debt, said revenue growth accelerated in the first quarter, reflecting strong food sales in its core French market amid the coronavirus epidemic, and a robust performance in Brazil. Casino, which last month suspended its financial guidance for 2020 due to uncertainties tied to the coronavirus pandemic, said the lockdown in place in France since 17 March led to ‘unprecedented’ food demand, notably at its convenience stores and in e-commerce. Finance chief David Lubek told analysts he expected the trend to continue even as France exits lockdown from 11 May. “It’s likely demand for food retail will remain at high levels,” he said. Casino, which has been selling assets to reduce its debt and which also controls Brazil’s Grupo Pao de Acucar, posted first-quarter sales of €8.3 billion ($8.97 billion). Quarterly Performance On a same-store basis and excluding acquisitions, currency effects and revenue on fuel, sales rose by 6.4% compared to 1.6%growth in the fourth quarter of 2019. In France, total sales for the quarter came to €3.9 billion, an increase of 5.8% on a same-store basis. City centre convenience stores and e-commerce have been in particularly high demand since the lockdown started, with sales rising 3.6% at Monoprix and 12.6% at Franprix. Meanwhile Geant Hypermarkets sales grew by a more modest 1.5% on a same-store basis, of which 2.9% was in food. The environment has been more challenging in France for large hypermarkets since the lockdown as shoppers have favoured small stores and online. Geant Casino hypermarkets have, however, developed a home delivery solution in around 41 cities and established a partnership with Uber Eats, the group said. Growth In E-Commerce Casino‘s e-commerce business recorded same-store growth of 43% for the quarter, and a threefold increase in activity over the last four weeks, particularly led by home delivery, Drive and click & collect. Casino CEO and controlling shareholder Jean-Charles Naouri has been hunting for ways to ease the company’s debts – and those of parent company Rallye, which was placed under protection from creditors in May 2019 – through asset sales and refinancing efforts. In March, Casino agreed to sell 567 Leader Price stores in France, plus three warehouses, to German discount rival Aldi in a deal with an enterprise value of €735 million. Preparatory work for the closing has been initiated and is ongoing, the group said. SOURCE : https://www.esmmagazine.com/retail/casinos-first-quarter-sales-growth-accelerates-boosted-food-demand-france-96585

Consumers Shifting Purchase Patterns To Online Across Europe, IRI Study Finds

E-commerce is showing strong growth in Italy, France and Spain, as shoppers shift their purchase patterns from in-store to online, according to the latest COVID-19 Impact Consumer Spending Tracker from IRI. The latest edition of the tracker, which measures POS data up to week ending 5 April, shows that there has been a ‘consistent shift to e-commerce’ since the start of the crisis, however the trend towards stockpiling appears to have levelled off. Purchasing of non-food products, such as personal care and home care, has returned to moderate levels, with cosmetics sales down year-on-year – in the UK, non-food in general has shown a decline due to a drop off in cosmetic sales. Top Sellers The top-selling categories, according to the data, include Yeast (+282% growth in Italy and +175.3% growth in France), Baking Products (+49.3% growth in the UK) and Cookie Dough (+453.9% in the US). In the US, private label share has remained constant compared to the same period last year, with a non-food surge for private label paper products now having levelled off. IRI’s COVID-19 Impact Consumer Spending Tracker measures POS spend across hypermarkets, supermarkets, discount, convenience, online (dependent on country), in the UK, US, France, Italy, Germany, Spain, New Zealand, Greece, and the Netherlands. SOURCE : https://www.esmmagazine.com/coronavirus/consumers-shifting-purchase-patterns-online-across-europe-iri-study-finds-96618

Casino’s Q1 Sales Growth Accelerates, Boosted By Food Demand In France

Retailer Casino, battling investor concerns over its high debt, said revenue growth accelerated in the first quarter, reflecting strong food sales in its core French market amid the coronavirus epidemic, and a robust performance in Brazil. Casino, which last month suspended its financial guidance for 2020 due to uncertainties tied to the coronavirus pandemic, said the lockdown in place in France since 17 March led to ‘unprecedented’ food demand, notably at its convenience stores and in e-commerce. Finance chief David Lubek told analysts he expected the trend to continue even as France exits lockdown from 11 May. “It’s likely demand for food retail will remain at high levels,” he said. Casino, which has been selling assets to reduce its debt and which also controls Brazil’s Grupo Pao de Acucar, posted first-quarter sales of €8.3 billion ($8.97 billion). Quarterly Performance On a same-store basis and excluding acquisitions, currency effects and revenue on fuel, sales rose by 6.4% compared to 1.6%growth in the fourth quarter of 2019. In France, total sales for the quarter came to €3.9 billion, an increase of 5.8% on a same-store basis. City centre convenience stores and e-commerce have been in particularly high demand since the lockdown started, with sales rising 3.6% at Monoprix and 12.6% at Franprix. Meanwhile Geant Hypermarkets sales grew by a more modest 1.5% on a same-store basis, of which 2.9% was in food. The environment has been more challenging in France for large hypermarkets since the lockdown as shoppers have favoured small stores and online. Geant Casino hypermarkets have, however, developed a home delivery solution in around 41 cities and established a partnership with Uber Eats, the group said. Growth In E-Commerce Casino‘s e-commerce business recorded same-store growth of 43% for the quarter, and a threefold increase in activity over the last four weeks, particularly led by home delivery, Drive and click & collect. Casino CEO and controlling shareholder Jean-Charles Naouri has been hunting for ways to ease the company’s debts – and those of parent company Rallye, which was placed under protection from creditors in May 2019 – through asset sales and refinancing efforts. In March, Casino agreed to sell 567 Leader Price stores in France, plus three warehouses, to German discount rival Aldi in a deal with an enterprise value of €735 million. Preparatory work for the closing has been initiated and is ongoing, the group said. SOURCE : https://www.esmmagazine.com/retail/casinos-first-quarter-sales-growth-accelerates-boosted-food-demand-france-96585

Consumers Shifting Purchase Patterns To Online Across Europe, IRI Study Finds

E-commerce is showing strong growth in Italy, France and Spain, as shoppers shift their purchase patterns from in-store to online, according to the latest COVID-19 Impact Consumer Spending Tracker from IRI. The latest edition of the tracker, which measures POS data up to week ending 5 April, shows that there has been a ‘consistent shift to e-commerce’ since the start of the crisis, however the trend towards stockpiling appears to have levelled off. Purchasing of non-food products, such as personal care and home care, has returned to moderate levels, with cosmetics sales down year-on-year – in the UK, non-food in general has shown a decline due to a drop off in cosmetic sales. Top Sellers The top-selling categories, according to the data, include Yeast (+282% growth in Italy and +175.3% growth in France), Baking Products (+49.3% growth in the UK) and Cookie Dough (+453.9% in the US). In the US, private label share has remained constant compared to the same period last year, with a non-food surge for private label paper products now having levelled off. IRI’s COVID-19 Impact Consumer Spending Tracker measures POS spend across hypermarkets, supermarkets, discount, convenience, online (dependent on country), in the UK, US, France, Italy, Germany, Spain, New Zealand, Greece, and the Netherlands. SOURCE : https://www.esmmagazine.com/coronavirus/consumers-shifting-purchase-patterns-online-across-europe-iri-study-finds-96618

HCC Responds To Covid-19 Challenges

The near complete closure of the multi-billion-pound eating out sector at home and abroad due to the coronavirus pandemic has caused major instability in market prices, according to Hybu Cig Cymru – Meat Promotion Wales (HCC). HCC is responding to the crisis by targeting activity in the domestic market to robustly support the supply chain whilst guiding consumers towards new cooking options. The campaign will aim to encourage house-bound families and individuals to increase purchasing of PGI Welsh Beef and PGI Welsh Lamb from supermarkets, independent retailers and butchers. Rhys Llywelyn, market development manager at HCC said: “Consumers are seeking out new ways to cook whilst many have more time available to them. The campaign aims to guide these consumers on ways of cooking with steaks and larger cuts, to ‘bring the restaurant to your home’ and encourages experimentation with slow cooked dishes. We know how tender and succulent dishes cooked low and slow with PGI Welsh Beef and PGI Welsh Lamb can be, whilst being both nutritious and comforting. “For families, we’ll be making sure we spark a passion in kids by providing recipes suitable for all ages to get involved with. These will also help consumers use store cupboard staples and leftovers, and will suggest substitutions meaning they are accessible for all. We’ll even be offering advice on the safest methods of defrosting as many consumers will have frozen meat that was purchased in March. “We’ve found having chefs and influencers helping us to deliver our messages with video content to be really successful in the past. We’ll be looking to do the same to encourage consumers to bring the experience and luxury of restaurant dining to their own homes.” SOURCE : https://meatmanagement.com/hcc-responds-to-covid-19-challenges/

HCC responds to Covid-19 challenges

The near complete closure of the multi-billion-pound eating out sector at home and abroad due to the coronavirus pandemic has caused major instability in market prices, according to Hybu Cig Cymru – Meat Promotion Wales (HCC). HCC is responding to the crisis by targeting activity in the domestic market to robustly support the supply chain whilst guiding consumers towards new cooking options. The campaign will aim to encourage house-bound families and individuals to increase purchasing of PGI Welsh Beef and PGI Welsh Lamb from supermarkets, independent retailers and butchers. Rhys Llywelyn, market development manager at HCC said: “Consumers are seeking out new ways to cook whilst many have more time available to them. The campaign aims to guide these consumers on ways of cooking with steaks and larger cuts, to ‘bring the restaurant to your home’ and encourages experimentation with slow cooked dishes. We know how tender and succulent dishes cooked low and slow with PGI Welsh Beef and PGI Welsh Lamb can be, whilst being both nutritious and comforting. “For families, we’ll be making sure we spark a passion in kids by providing recipes suitable for all ages to get involved with. These will also help consumers use store cupboard staples and leftovers, and will suggest substitutions meaning they are accessible for all. We’ll even be offering advice on the safest methods of defrosting as many consumers will have frozen meat that was purchased in March. “We’ve found having chefs and influencers helping us to deliver our messages with video content to be really successful in the past. We’ll be looking to do the same to encourage consumers to bring the experience and luxury of restaurant dining to their own homes.” SOURCE : https://meatmanagement.com/hcc-responds-to-covid-19-challenges/

Covid-19 could have positive impact on food in France

More fruit and veg, more home cooking, more frozen, more sugar, more organic…how French shopping habits have changed during confinement The Covid-19 crisis in France could have a positive impact on the nation’s eating and cooking habits long-term, analysts have said – as sales of local and organic rise, and home cooks become more creative. Supermarket analysis firm IRI, which has been studying the food shopping habits of the population during the coronavirus crisis, said that the initial panic buying would give way to a greater focus on quality. It said: “An obsession with quality will once again take over from the [initial] temporary fear of scarcity, and the search for local products, a trend that was already strong before the crisis, will be strengthened by the search for great food self-sufficiency.” Threat to perishable items? The initial impact of confinement appeared rather negative, as shoppers rushed to stock up on goods, and fears grew for the supply chain. IRI said that the day before confinement was announced on March 17 (so on Monday March 16), supermarkets saw a 237% rise in sales, especially among long-lasting items and store cupboard food such as pasta, rice, and tins. Disruption to and anticipated problems with the logistics and transport distribution sector meant fears grew for perishable items such as seasonal fruits and vegetables – such as strawberries and asparagus, especially those sold in food markets, which would later largely be closed. There were also fears for AOP cheeses; and the 600,000 Spring lambs for Easter, of which estimates suggested just one in six would be sold. Similarly, farming union la Confédération Paysanne said that the closure of restaurants had contributed to an estimated surplus of 40 million litres of milk by the end of March. More vegetables and…frozen food Yet, the French public has not rejected fresh produce entirely. More than two in five (43%) of the French public said they had bought more fruit and vegetables since the beginning of confinement, said an online nationally-representative survey of 1,000 French adults by pollsters YouGov, for newspaper l’Obs. But in the same survey, almost a quarter (23%) said that they had bought more frozen food, especially meat. A study by consumer insight researchers Nielsen appears to confirm this, with business in the sector booming from less than 3% at the end of February, to 76% by the end of March. Newspaper l’Obs suggested that this mix of fresh and frozen is “not as paradoxical” as it may first appear, as it represents a desire to stay healthy during the crisis, but also to keep food for longer during an uncertain time. More home cooking Confinement has sparked a new trend in home cooking, with the same YouGov survey finding that 61% had been cooking at home during the crisis. Consumers have been forced to be creative, due to a lack of certain ingredients. Some items have been more difficult to find than others; 63% said they had consistently struggled to find flour, with Nielsen confirming that demand for flour and baking items had grown by 159%. Eggs have also been reportedly in short supply. As a result, there has been a rise in products such as the cornflour Maïzena (up 123%), which is often used as a thickener in sauces instead of wheat flour. On social media, consumers have been sharing recipes using alternative ingredients. One inventive Instagram user reported good results for an eggless chocolate mousse, replacing whisked egg white with the liquid from canned chickpeas (“pois chiches”, below). More sugar, but also more organic Uncertain times mean the demand for sugar and comfort food is high, with products such as honey and chocolate spread even more popular than usual. Yet, alongside this, organic brands have also seen a spike in sales, both in supermarkets and in specialist shops such as Biocoop, Naturalia, La Vie Claire, and Bio C’bon, with consumers appearing happy to spend more on their food. Alexandre Fantuz, marketing director of organic food marketing company Biotopia, said: “The value of the average shopping basket has risen by 48%, going from €40 to €59 since mid-March.” Organic produce sales have risen by 63% across the sector, including in hypermarkets, supermarkets, and convenience stores, said Nielsen. Nielsen analyst, Antoine Lecoq, explained that this could be due to a number of factors. He said: “Firstly, these products are seen as more natural, and are especially sought out during uncertain times, or when globalised [processed] foods are coming under fire from critics.” Organic products are also likely to sell out less quickly. Mr Lecoq said: “When the shelves are empty, there is more chance of being able to find organic food in the aisles.” SOURCE : https://www.connexionfrance.com/French-news/Covid-19-could-have-positive-impact-on-food-in-France-as-trends-show-changes-in-fresh-frozen-organic-home-cooking

Covid-19 could have positive impact on food in France

More fruit and veg, more home cooking, more frozen, more sugar, more organic…how French shopping habits have changed during confinement. The Covid-19 crisis in France could have a positive impact on the nation’s eating and cooking habits long-term, analysts have said – as sales of local and organic rise, and home cooks become more creative. Supermarket analysis firm IRI, which has been studying the food shopping habits of the population during the coronavirus crisis, said that the initial panic buying would give way to a greater focus on quality. It said: “An obsession with quality will once again take over from the [initial] temporary fear of scarcity, and the search for local products, a trend that was already strong before the crisis, will be strengthened by the search for great food self-sufficiency.” Threat to perishable items? The initial impact of confinement appeared rather negative, as shoppers rushed to stock up on goods, and fears grew for the supply chain. IRI said that the day before confinement was announced on March 17 (so on Monday March 16), supermarkets saw a 237% rise in sales, especially among long-lasting items and store cupboard food such as pasta, rice, and tins. Disruption to and anticipated problems with the logistics and transport distribution sector meant fears grew for perishable items such as seasonal fruits and vegetables – such as strawberries and asparagus, especially those sold in food markets, which would later largely be closed. There were also fears for AOP cheeses; and the 600,000 Spring lambs for Easter, of which estimates suggested just one in six would be sold. Similarly, farming union la Confédération Paysanne said that the closure of restaurants had contributed to an estimated surplus of 40 million litres of milk by the end of March. More vegetables and…frozen food Yet, the French public has not rejected fresh produce entirely. More than two in five (43%) of the French public said they had bought more fruit and vegetables since the beginning of confinement, said an online nationally-representative survey of 1,000 French adults by pollsters YouGov, for newspaper l’Obs. But in the same survey, almost a quarter (23%) said that they had bought more frozen food, especially meat. A study by consumer insight researchers Nielsen appears to confirm this, with business in the sector booming from less than 3% at the end of February, to 76% by the end of March. Newspaper l’Obs suggested that this mix of fresh and frozen is “not as paradoxical” as it may first appear, as it represents a desire to stay healthy during the crisis, but also to keep food for longer during an uncertain time. More home cooking Confinement has sparked a new trend in home cooking, with the same YouGov survey finding that 61% had been cooking at home during the crisis. Consumers have been forced to be creative, due to a lack of certain ingredients. Some items have been more difficult to find than others; 63% said they had consistently struggled to find flour, with Nielsen confirming that demand for flour and baking items had grown by 159%. Eggs have also been reportedly in short supply. As a result, there has been a rise in products such as the cornflour Maïzena (up 123%), which is often used as a thickener in sauces instead of wheat flour. On social media, consumers have been sharing recipes using alternative ingredients. One inventive Instagram user reported good results for an eggless chocolate mousse, replacing whisked egg white with the liquid from canned chickpeas (“pois chiches”, below). More sugar, but also more organic Uncertain times mean the demand for sugar and comfort food is high, with products such as honey and chocolate spread even more popular than usual. Yet, alongside this, organic brands have also seen a spike in sales, both in supermarkets and in specialist shops such as Biocoop, Naturalia, La Vie Claire, and Bio C’bon, with consumers appearing happy to spend more on their food. Alexandre Fantuz, marketing director of organic food marketing company Biotopia, said: “The value of the average shopping basket has risen by 48%, going from €40 to €59 since mid-March.” Organic produce sales have risen by 63% across the sector, including in hypermarkets, supermarkets, and convenience stores, said Nielsen. Nielsen analyst, Antoine Lecoq, explained that this could be due to a number of factors. He said: “Firstly, these products are seen as more natural, and are especially sought out during uncertain times, or when globalised [processed] foods are coming under fire from critics.” Organic products are also likely to sell out less quickly. Mr Lecoq said: “When the shelves are empty, there is more chance of being able to find organic food in the aisles.” SOURCE : https://www.connexionfrance.com/French-news/Covid-19-could-have-positive-impact-on-food-in-France-as-trends-show-changes-in-fresh-frozen-organic-home-cooking

Fitness Enthusiasts Discover The Benefits Of Welsh Lamb

Many active fitness enthusiasts were surprised to discover the strength and the depth of lamb’s nutritional credentials at tasting sessions which took place around the country. Volunteer consumer groups were invited to take part in the Welsh Lamb Meat Quality Project which forms one part of the three-strand Red Meat Development Programme (RMDP), a five-year Welsh Government and European Union-funded initiative aiming to enhance the red meat sector in Wales led by Hybu Cig Cymru – Meat Promotion Wales (HCC). Following the taste test, information from leading scientists was presented to the consumers that described the nutritional benefits of eating red meat products, especially Welsh lamb. Consumers were told that Welsh Lamb provides protein, which is essential for muscle building and maintenance especially for sport competitors, athletes and people keeping fit and healthy. Welsh lamb contains critical minerals including haem iron, which is 2.6 times easier to absorb from lamb consumption than the non-haem iron, as found in vegetables like spinach. Sport enthusiasts who attended the taste panels were astonished to find out that lamb also carries a potent nutrient “six-pack” of zinc, potassium, magnesium and vitamins A, B and D. Also, when trimmed lamb has a fat content of less than 8 per cent. At the Cardiff tasting event, local dancer Joseph Evans said: “The lamb tonight was absolutely amazing. As a dancer it is important that your health and nutrition is up to scratch. “I like to have certain meats in my diet but after this taste testing, I understand the benefits much more and how good Welsh lamb is for you. I’ll be definitely including more lamb in my diet from now on”. The concentrated consumer sessions saw nearly 500 participants undertake a controlled taste testing at three venues across the country. “Each volunteer also attends a post-tasting presentation that includes information about Welsh lamb’s vitamins, minerals and other benefits and receives free advice on how Welsh Lamb can be used to cook quick nutritional meals and receives a pack of recipe ideas.” said HCC meat quality executive Dr. Eleri Thomas, who leads the taste programme team. After hearing of lamb’s nutritional benefits, Llandaff North Women’s rugby players Beth Kenure and Stacey Horne both said they would be eating more lamb – and fellow player Sioned Young said she would use the recipe information she had received on the night to make sure she ordered Welsh lamb directly from her local butcher. “I was excited to receive the Welsh lamb recipes and I’ll plaster them all over my kitchen! I’ll be off to the butcher to ask for the specific cuts,” she said.  SOURCE : https://www.walesfarmer.co.uk/news/18364431.fitness-enthusiasts-discover-benefits-welsh-lamb/

Fitness enthusiasts discover the benefits of Welsh lamb

Many active fitness enthusiasts were surprised to discover the strength and the depth of lamb’s nutritional credentials at tasting sessions which took place around the country. Volunteer consumer groups were invited to take part in the Welsh Lamb Meat Quality Project which forms one part of the three-strand Red Meat Development Programme (RMDP), a five-year Welsh Government and European Union-funded initiative aiming to enhance the red meat sector in Wales led by Hybu Cig Cymru – Meat Promotion Wales (HCC). Following the taste test, information from leading scientists was presented to the consumers that described the nutritional benefits of eating red meat products, especially Welsh lamb. Consumers were told that Welsh Lamb provides protein, which is essential for muscle building and maintenance especially for sport competitors, athletes and people keeping fit and healthy. Welsh lamb contains critical minerals including haem iron, which is 2.6 times easier to absorb from lamb consumption than the non-haem iron, as found in vegetables like spinach. Sport enthusiasts who attended the taste panels were astonished to find out that lamb also carries a potent nutrient “six-pack” of zinc, potassium, magnesium and vitamins A, B and D. Also, when trimmed lamb has a fat content of less than 8 per cent. At the Cardiff tasting event, local dancer Joseph Evans said: “The lamb tonight was absolutely amazing. As a dancer it is important that your health and nutrition is up to scratch. “I like to have certain meats in my diet but after this taste testing, I understand the benefits much more and how good Welsh lamb is for you. I’ll be definitely including more lamb in my diet from now on”. The concentrated consumer sessions saw nearly 500 participants undertake a controlled taste testing at three venues across the country. “Each volunteer also attends a post-tasting presentation that includes information about Welsh lamb’s vitamins, minerals and other benefits and receives free advice on how Welsh Lamb can be used to cook quick nutritional meals and receives a pack of recipe ideas.” said HCC meat quality executive Dr. Eleri Thomas, who leads the taste programme team. After hearing of lamb’s nutritional benefits, Llandaff North Women’s rugby players Beth Kenure and Stacey Horne both said they would be eating more lamb – and fellow player Sioned Young said she would use the recipe information she had received on the night to make sure she ordered Welsh lamb directly from her local butcher. “I was excited to receive the Welsh lamb recipes and I’ll plaster them all over my kitchen! I’ll be off to the butcher to ask for the specific cuts,” she said.  SOURCE : https://www.walesfarmer.co.uk/news/18364431.fitness-enthusiasts-discover-benefits-welsh-lamb/

Food Exports Post Coronavirus

How Has Coronavirus Impacted the UK Food Exports Market opportunities? Some food exports to the UK and local suppliers have increased very sharply over the last month (March 2020).  Many store cupboard items have experienced increases of 200-300% in demand and the issue for businesses has been keeping up with supply. Kantar report that UK grocery sales increased by 20.6% over March 2020 compared with the same period last year. While the big 4 supermarket chains all grew strongly, the real winners were the discounters (sales up 25%) and especially independent retailers (+45%), who benefited from out of stocks at supermarkets and a simpler supply chain allowing quicker re-stocking. But it’s a mixed picture as those selling into foodservice – especially the hotels, restaurants and cafes sector have been severely hit. UK foodservice sales in March were down 71%. Healthcare now accounts for over 2/3 of foodservice sales (in normal times it’s only 6%).  Foodservice wholesalers and suppliers are repurposing stock for retail (leading wholesaler Brakes supplying Sainsburys in Kent stores for example) and direct to consumer sales from their websites. While many restaurants have closed altogether for the foreseeable future, others have pivoted their offer to offer meals for collection or home delivery.  Apps like Just Eat have provided a guide to restaurants on how to go about this and one of Green Seed UK’s clients supplying Asian restaurants has developed software suitable for running a takeaway business which it is offering to restaurants to help keep them trading. Small food suppliers are facing a tough time: According to a Young Foodies survey of their start up and challenger brands membership – 47% of smaller companies are facing threat of collapse. Temporary delistings have hit many start-ups as retailers look to ensure availability of key items. In response, payment terms for smaller suppliers have been reduced by supermarkets – from two weeks to two days at Morrisons, and two weeks to five days at Tesco for example. Food Exports: What are The New Opportunities for Food Suppliers to the UK Market? New routes to market are being opened up by suppliers, retailers and foodservice businesses – post-crisis these will offer additional opportunities to grow sales and find new customers. E-commerce has been steadily growing but now the advantages of a direct to consumer approach are clear to all and businesses will trial and learn ways to succeed better in this channel. Agility and resilience like never before – businesses small and large are learning fast how to respond creatively to challenges faced and are opening up potentially significant and unexpected opportunities. Is now a good time to target UK food retailers? The crisis won’t last forever, however much the food buying and selling environment changes (in some ways perhaps for the better?) – and this means a ‘return to normal’ will also bring back a wider choice of items, we are already beginning to hear from several sources that temporary delistings are already beginning to ease. “New Product Development planning and range reviews may have taken a short term hit to the schedule but several discussions we have been having with retailers such as Waitrose, Marks & Spencer and Sainsburys in the last 2 weeks suggest that autumn reviews are still on schedule and buyers are open to look at new products” comments Simon Waring, MD of Green Seed UK. Keen to expand your Food Exports to the UK? Here are a few ways to plan for the future: “Buyers may be working from home and for some time to come but our recent contact with Ocado (in 2 very non-essential food categories!) suggests some will be happy to receive product samples sent to their home address – the world keeps turning and now is a great time to reset and plan new market approaches.” ‘We’re all in this together’ has it seems prompted a much more open dialogue between suppliers and buyers – no promises, but perhaps that’s something which might be maintained as all sides see the benefits post- as well as during crisis. And last of all…No one’s mentioned Brexit for a few weeks! Would you like to discuss UK opportunities please get in touch. We would be happy to help.

French supermarkets lend their support to French agriculture

The lockdown in France also affects farmers and growers: French distributors have now vowed to stimulate local fresh food products, through advertising or even by adjusting their offer. 30% less fruit and vegetables The fresh food markets in France now have to close as well, which is an additional blow to the agricultural industry which already was severely affected by the closing of restaurants and non-essential shops. In their panic buying, consumers are increasingly turning to long-life and frozen products and leaving fresh produce on the shelves. Interfel, the organisation of French fruit and vegetable producers, reports a 40 % drop in sales on the wholesale markets. Lidl reports a 20 to 30 % drop in fruit and vegetable sales since the start of the lockdown, whereas almost no flowers and plants have been sold at all. Therefore, most French distributors now promise to give extra attention to products of French origin. Système U promises to make every effort to promote the sale of seasonal products from France and to support national production, while Intermarché announces a nation-wide media campaign, LSA writes. French asparagus only More strikingly, some chains even go as far as to favour domestic produce altogether: from Wednesday on, Lidl will only sell strawberries and asparagus from France in its French stores. The discounter will even take Spanish variants, which were previously purchased, off the shelves and donate them to charity organisations. E.Leclerc will give priority to strawberries, cucumbers, asparagus and tomatoes from French soil. The originally planned promotion with strawberries from Spain, at the end of April, is replaced by one with French fruits. Carrefour, on the other hand, is committed to supporting the national fisheries through concrete measures. French farmers are also facing an acute shortage of labour now that the borders are closed. The agricultural federation FNSEA therefore calls for a large number of volunteers: the need for farm workers is estimated at 200,000 people over the next three months. As such, those who are temporarily unemployed due to the corona crisis are encouraged to go help farmers in the south of the country. SOURCE : https://www.retaildetail.eu/en/news/food/french-supermarkets-lend-their-support-french-agriculture

French supermarkets lend their support to French agriculture

The lockdown in France also affects farmers and growers: French distributors have now vowed to stimulate local fresh food products, through advertising or even by adjusting their offer. 30% less fruit and vegetables The fresh food markets in France now have to close as well, which is an additional blow to the agricultural industry which already was severely affected by the closing of restaurants and non-essential shops. In their panic buying, consumers are increasingly turning to long-life and frozen products and leaving fresh produce on the shelves. Interfel, the organisation of French fruit and vegetable producers, reports a 40 % drop in sales on the wholesale markets. Lidl reports a 20 to 30 % drop in fruit and vegetable sales since the start of the lockdown, whereas almost no flowers and plants have been sold at all. Therefore, most French distributors now promise to give extra attention to products of French origin. Système U promises to make every effort to promote the sale of seasonal products from France and to support national production, while Intermarché announces a nation-wide media campaign, LSA writes. French asparagus only More strikingly, some chains even go as far as to favour domestic produce altogether: from Wednesday on, Lidl will only sell strawberries and asparagus from France in its French stores. The discounter will even take Spanish variants, which were previously purchased, off the shelves and donate them to charity organisations. E.Leclerc will give priority to strawberries, cucumbers, asparagus and tomatoes from French soil. The originally planned promotion with strawberries from Spain, at the end of April, is replaced by one with French fruits. Carrefour, on the other hand, is committed to supporting the national fisheries through concrete measures. French farmers are also facing an acute shortage of labour now that the borders are closed. The agricultural federation FNSEA therefore calls for a large number of volunteers: the need for farm workers is estimated at 200,000 people over the next three months. As such, those who are temporarily unemployed due to the corona crisis are encouraged to go help farmers in the south of the country. SOURCE : https://www.retaildetail.eu/en/news/food/french-supermarkets-lend-their-support-french-agriculture

French Consumers ‘Directing Their Diet Toward Vegan Protein’ Says Food Expert

More and more French consumers are ‘directing their diets towards plant-based protein‘, according to a food expert. Corinne Aubry-Lecomte is the industrial, innovation and quality director at Casino Group – a leading French supermarket group. She cited a number of reasons behind the shift – including lifestyle, taste, and environmental or animal welfare concerns. Plant-Based proteins Aubry-Lecomte made the comments while speaking as the Beyond Burger launched in French supermarkets last month, saying: “Whether for reasons of lifestyle, taste, environmental or animal welfare concerns, more and more French consumers are directing their diet towards plant-based proteins. “We are always looking for products to expand our range of plant-based products and offer customers alternative choices. We’re thrilled to offer our customers the Beyond Burger and Beyond Sausage. “As a leader in plant-based meat, Beyond Meat’s ground-breaking products have revolutionized how consumers enjoy protein.” Beyond Burger As a result of this growing demand, the Beyond Burger is now available in 500 supermarkets across France, in outlets including Monoprix, Franprix, Géant and Casino Supermarchés. Casino Group is the first major retailer in France to sell Beyond Meat products. “Consistent with our mission to enable consumers to Eat What You Love™ while loving the benefits of plant-based protein, we are excited to introduce French consumers to the delicious taste and texture of Beyond Burger, ‘said Bram Meijer, Beyond Meat’s regional marketing director for EMEA about the launch. “Our aim is to make plant-based protein more accessible, and we’re proud to advance that goal by entering into partnership with Casino Group, one of the largest retailers in France.” SOURCE : https://www.plantbasednews.org/lifestyle/-french-consumers-directing-diet-toward-vegan-protein

Carrefour Launches New Shop-In-Shop Concept Focused On Reselling

French retailer Carrefour has introduced a new shop-in-shop concept, Carrefour Occasion, which promotes ‘sustainable consumerism’ by allowing customers to resell used items. The shop-in-shop section will allow consumers to resell telephones, high-tech items, video games, jewellery, computer items, books, and CDs/DVDs. The retailer has partnered with Cash Converters, a company that buys and sells second-hand products, to execute the concept. ‘Circular Economy’ Pascal Clouzard, Carrefour France executive director, commented, “The launch of Carrefour Occasion increases Carrefour’s contribution to the circular economy. Thanks to the expertise contributed by Cash Converters, this new concept is fully in line with new consumer trends focused on mindful, sustainable consumerism and greater purchasing power.” The first Carrefour Occasion section has been introduced in the Les Ulis Carrefour store. The retailer is also planning to launch it in a second location, before a large-scale roll-out in other Carrefour hypermarkets. ‘Changes In Consumer Trends’ Bruno Bée, President of Cash Converters Europe, said, “This collaboration with Carrefour confirms our commitment to supporting and accelerating changes in consumer trends together with a major player that also believes in the circular economy.” Initially, the Carrefour Occasion will engage with customers who wish to have their items’ value assessed for sale. Experts from Cash Converters will select items, which will be stocked and sold by Carrefour Occasion from the beginning of April. Carrefour Occasion will conduct all transactions in cash except gold jewellery, which will require payment via bank cards or bank transfer for traceability reasons. The retailer will also offer a free one-year warranty on all products purchased from Carrefour Occasion. SOURCE : https://www.esmmagazine.com/retail/carrefour-launches-new-shop-shop-concept-focused-reselling-92393

Auchan Retail Joins The European Plastics Pact

Auchan Retail has announced that it has signed the European Plastics Pact – a public-private initiative supported by a network of companies, states and NGOs in the continent. The move reaffirms the retailer’s commitment to fighting plastics pollution at an international level. The Netherlands, France and Denmark spearheaded the pact, which was signed by two of Belgium’s three regions and a host of firms, including German chemicals firm Henkel and Finnish oil refiner Neste. As part of its Auchan 2022 business plan, the retailer had already set the goal to eliminate plastics from its catering and fruit and vegetables segments, in all countries in which it operates, by 2022. It has also pledged to make 100% of packaging for Auchan products reusable, recyclable or compostable. In February 2019, Auchan joined the National Plastic Pact in France. Initiatives The retailer has already implemented several measures to reduce plastics from its operations and is two years ahead of European regulations. These include the introduction of tableware made of single-use plastics with eco-friendly materials, the use of reusable ‘nets’ in the fruit and vegetables sections in its stores, as well as alternatives for plastic bags. Auchan Retail is developing alternatives for plastic films used in the packaging of organic fruit and vegetables and is considering phasing out plastic from the packaging of certain own-brand products in the food and non-food categories. It also offers customers in Poland, France, and Luxembourg the option to bring their own container to reduce packaging. In France, the retailer has installed Ecobox kiosks in the parking lot of its hypermarkets for recycling plastic bottles. Presently, around 100 hypermarkets are equipped with these kiosks and have resulted in recycling approximately 100 million plastic bottles. SOURCE : https://www.esmmagazine.com/packaging-design/auchan-retail-joins-the-european-plastics-pact-91959

French Consumers ‘Directing Their Diet Toward Vegan Protein’ Says Food Expert

More and more French consumers are ‘directing their diets towards plant-based protein‘, according to a food expert. Corinne Aubry-Lecomte is the industrial, innovation and quality director at Casino Group – a leading French supermarket group. She cited a number of reasons behind the shift – including lifestyle, taste, and environmental or animal welfare concerns. Plant-Based proteins Aubry-Lecomte made the comments while speaking as the Beyond Burger launched in French supermarkets last month, saying: “Whether for reasons of lifestyle, taste, environmental or animal welfare concerns, more and more French consumers are directing their diet towards plant-based proteins. “We are always looking for products to expand our range of plant-based products and offer customers alternative choices. We’re thrilled to offer our customers the Beyond Burger and Beyond Sausage. “As a leader in plant-based meat, Beyond Meat’s ground-breaking products have revolutionized how consumers enjoy protein.” Beyond Burger As a result of this growing demand, the Beyond Burger is now available in 500 supermarkets across France, in outlets including Monoprix, Franprix, Géant and Casino Supermarchés. Casino Group is the first major retailer in France to sell Beyond Meat products. “Consistent with our mission to enable consumers to Eat What You Love™ while loving the benefits of plant-based protein, we are excited to introduce French consumers to the delicious taste and texture of Beyond Burger, ‘said Bram Meijer, Beyond Meat’s regional marketing director for EMEA about the launch. “Our aim is to make plant-based protein more accessible, and we’re proud to advance that goal by entering into partnership with Casino Group, one of the largest retailers in France.” SOURCE : https://www.plantbasednews.org/lifestyle/-french-consumers-directing-diet-toward-vegan-protein

Carrefour Launches New Shop-In-Shop Concept Focused On Reselling

French retailer Carrefour has introduced a new shop-in-shop concept, Carrefour Occasion, which promotes ‘sustainable consumerism’ by allowing customers to resell used items. The shop-in-shop section will allow consumers to resell telephones, high-tech items, video games, jewellery, computer items, books, and CDs/DVDs. The retailer has partnered with Cash Converters, a company that buys and sells second-hand products, to execute the concept. ‘Circular Economy’ Pascal Clouzard, Carrefour France executive director, commented, “The launch of Carrefour Occasion increases Carrefour’s contribution to the circular economy. Thanks to the expertise contributed by Cash Converters, this new concept is fully in line with new consumer trends focused on mindful, sustainable consumerism and greater purchasing power.” The first Carrefour Occasion section has been introduced in the Les Ulis Carrefour store. The retailer is also planning to launch it in a second location, before a large-scale roll-out in other Carrefour hypermarkets. ‘Changes In Consumer Trends’ Bruno Bée, President of Cash Converters Europe, said, “This collaboration with Carrefour confirms our commitment to supporting and accelerating changes in consumer trends together with a major player that also believes in the circular economy.” Initially, the Carrefour Occasion will engage with customers who wish to have their items’ value assessed for sale. Experts from Cash Converters will select items, which will be stocked and sold by Carrefour Occasion from the beginning of April. Carrefour Occasion will conduct all transactions in cash except gold jewellery, which will require payment via bank cards or bank transfer for traceability reasons. The retailer will also offer a free one-year warranty on all products purchased from Carrefour Occasion. SOURCE : https://www.esmmagazine.com/retail/carrefour-launches-new-shop-shop-concept-focused-reselling-92393

Auchan Retail Joins The European Plastics Pact

Auchan Retail has announced that it has signed the European Plastics Pact – a public-private initiative supported by a network of companies, states and NGOs in the continent. The move reaffirms the retailer’s commitment to fighting plastics pollution at an international level. The Netherlands, France and Denmark spearheaded the pact, which was signed by two of Belgium’s three regions and a host of firms, including German chemicals firm Henkel and Finnish oil refiner Neste. As part of its Auchan 2022 business plan, the retailer had already set the goal to eliminate plastics from its catering and fruit and vegetables segments, in all countries in which it operates, by 2022. It has also pledged to make 100% of packaging for Auchan products reusable, recyclable or compostable. In February 2019, Auchan joined the National Plastic Pact in France. Initiatives The retailer has already implemented several measures to reduce plastics from its operations and is two years ahead of European regulations. These include the introduction of tableware made of single-use plastics with eco-friendly materials, the use of reusable ‘nets’ in the fruit and vegetables sections in its stores, as well as alternatives for plastic bags. Auchan Retail is developing alternatives for plastic films used in the packaging of organic fruit and vegetables and is considering phasing out plastic from the packaging of certain own-brand products in the food and non-food categories. It also offers customers in Poland, France, and Luxembourg the option to bring their own container to reduce packaging. In France, the retailer has installed Ecobox kiosks in the parking lot of its hypermarkets for recycling plastic bottles. Presently, around 100 hypermarkets are equipped with these kiosks and have resulted in recycling approximately 100 million plastic bottles. SOURCE : https://www.esmmagazine.com/packaging-design/auchan-retail-joins-the-european-plastics-pact-91959

Largest ever Welsh Lamb tasting programme

One of the biggest ever Welsh Lamb controlled taste testing programmes has already logged nearly 500 consumers in three sessions in two months – and their initial popular verdict confirms Welsh Lamb’s place at the global top taste table. In total, nearly 2,000 consumers will take part in the Welsh Lamb Meat Quality programme, part of the five-year, Welsh Government and EU funded Red Meat Development Programme (RMDP) hosted by Hybu Cig Cymru – Meat Promotion Wales (HCC) to help Welsh farming prepare for a post-Brexit world. The new consumer programme will look to assess, develop and enhance the meat eating quality of Welsh Lamb and help secure its enviable international reputation. The comprehensive taster’s network will help HCC to set up the process for a thorough baseline assessment of the current supply chain practices, check for meat quality variation and then build an eating quality assurance programme. This will seek to drive consistency by identifying and influencing key practices throughout the sheep meat production and processing pathways. “World leading meat scientists based at the Agri-Food Biosciences Institute, will now start analysing the scientific responses to the consumer’s individual opinions.” The Welsh Lamb Meat Quality Programme is funded as part of the Welsh Government Rural Communities – Rural Development Programme 2014-2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government. “This project is about ensuring Welsh Lamb’s global reputation for excellence is not only maintained but enhanced across the supply chain,” said HCC Meat quality executive Dr. Eleri Thomas, who leads HCC’s in-house taste programme team. “World leading meat scientists based at the Agri-Food Biosciences Institute, will now start analysing the scientific responses to the consumer’s individual opinions. “Each volunteer also attends a presentation that will tell them of Welsh Lamb’s nutritional values and sustainable production and receives free advice on how to cook it and recipes that make for quick suppers or leisurely lunches,” said Dr. Thomas. Consumer reactions During discussions post-tasting many enthused over the seven samples on offer. “My favourites were real flavour pacemakers – tasty, juicy and tender,” said Steve Davies, part of the Cowbridge Runners team group who attended the main Welsh event at Cardiff City Stadium. Cardiff teaching assistant, Sue Frost, learned a lot from the session. She said: “I thought the lamb I tasted today was exceptionally tender and very juicy; some of them had a noticeable, fantastic aroma. I really enjoyed it.” “Delicious! All seven pieces!” said an enthusiastic Janet Spearway at the third consumer session, held at Harper Adams University near Newport, Shropshire,  while the snap view of keen amateur photographer Jilly Broadbent was: “The first piece was amazing! The flavour was good, the aroma was good…juicy and tender;” Jilly, who attended with a group from the local Newport Photographic Society, confirmed: “I enjoyed it very much.”  SOURCE : https://meatmanagement.com/largest-ever-welsh-lamb-tasting-programme/

Carrefour Raises Cost Savings Goal As 2019 Core Profits Rise

France’s Carrefour has raised its savings target as Europe’s largest retailer delivered cost cuts of €1 billion last year, helping it fund e-commerce investments and price cuts for customers. It posted a well-flagged 7.4% rise in 2019 operating profit, reflecting savings in its domestic market and a robust performance in Brazil, its second-largest market after France. ‘Solid Results’ “The Carrefour 2022 plan is generating solid results and sets the group on a profitable growth trajectory,” Chairman and CEO Alexandre Bompard said in a statement. Carrefour is in the midst of a five-year plan to cut costs and jobs as well as boost e-commerce investment to lift profits and sales, and as it seeks like many peers to tackle competition from major online rivals such as Amazon. The French firm kept its annual dividend unchanged at €0.46 and set a new target to sell €300 million worth of non-strategic real estate assets by 2022. It had already hit a goal of disposing of €500 million of non-strategic assets by 2019, one year ahead of schedule. Carrefour said it was now targeting cost savings of €2.8 billion on an annual basis by end-2020 against a previous target of €2.6 billion, having achieved €2 billion to date. It also promised more savings beyond 2020. Its 2019 recurring operating profit reached €2.088 billion, in line with the company’s own guidance for €2.090 billion provided in January. Home Market In France, where Bompard has made reviving flagging sales at hypermarket stores a priority, operating profit rose 15.6%, also in line with company guidance. Carrefour is reaping the benefit in its home market of purchasing alliances with Britain’s Tesco and France’s Systeme U. Its turnaround plan includes having fewer sales promotions in France, scaling back on non-food items and a greater focus on organic food. In Brazil, where Carrefour agreed earlier this month to buy 30 stores from smaller rival Makro, operating profit rose 6.5% in 2019. The group kept all its other targets under its 2022 restructuring plan, including reducing hypermarket sales areas by 350,000 square meters and having Carrefour-branded products account for one-third of sales. SOURCE : https://www.esmmagazine.com/retail/carrefour-raises-cost-savings-goal-2019-core-profits-rise-90865

Largest ever Welsh Lamb tasting programme

One of the biggest ever Welsh Lamb controlled taste testing programmes has already logged nearly 500 consumers in three sessions in two months – and their initial popular verdict confirms Welsh Lamb’s place at the global top taste table. In total, nearly 2,000 consumers will take part in the Welsh Lamb Meat Quality programme, part of the five-year, Welsh Government and EU funded Red Meat Development Programme (RMDP) hosted by Hybu Cig Cymru – Meat Promotion Wales (HCC) to help Welsh farming prepare for a post-Brexit world. The new consumer programme will look to assess, develop and enhance the meat eating quality of Welsh Lamb and help secure its enviable international reputation. The comprehensive taster’s network will help HCC to set up the process for a thorough baseline assessment of the current supply chain practices, check for meat quality variation and then build an eating quality assurance programme. This will seek to drive consistency by identifying and influencing key practices throughout the sheep meat production and processing pathways. “World leading meat scientists based at the Agri-Food Biosciences Institute, will now start analysing the scientific responses to the consumer’s individual opinions.” The Welsh Lamb Meat Quality Programme is funded as part of the Welsh Government Rural Communities – Rural Development Programme 2014-2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government. “This project is about ensuring Welsh Lamb’s global reputation for excellence is not only maintained but enhanced across the supply chain,” said HCC Meat quality executive Dr. Eleri Thomas, who leads HCC’s in-house taste programme team. “World leading meat scientists based at the Agri-Food Biosciences Institute, will now start analysing the scientific responses to the consumer’s individual opinions. “Each volunteer also attends a presentation that will tell them of Welsh Lamb’s nutritional values and sustainable production and receives free advice on how to cook it and recipes that make for quick suppers or leisurely lunches,” said Dr. Thomas. Consumer reactions During discussions post-tasting many enthused over the seven samples on offer. “My favourites were real flavour pacemakers – tasty, juicy and tender,” said Steve Davies, part of the Cowbridge Runners team group who attended the main Welsh event at Cardiff City Stadium. Cardiff teaching assistant, Sue Frost, learned a lot from the session. She said: “I thought the lamb I tasted today was exceptionally tender and very juicy; some of them had a noticeable, fantastic aroma. I really enjoyed it.” “Delicious! All seven pieces!” said an enthusiastic Janet Spearway at the third consumer session, held at Harper Adams University near Newport, Shropshire,  while the snap view of keen amateur photographer Jilly Broadbent was: “The first piece was amazing! The flavour was good, the aroma was good…juicy and tender;” Jilly, who attended with a group from the local Newport Photographic Society, confirmed: “I enjoyed it very much.” SOURCE : https://meatmanagement.com/largest-ever-welsh-lamb-tasting-programme/

Carrefour Raises Cost Savings Goal As 2019 Core Profits Rise

France’s Carrefour has raised its savings target as Europe’s largest retailer delivered cost cuts of €1 billion last year, helping it fund e-commerce investments and price cuts for customers. It posted a well-flagged 7.4% rise in 2019 operating profit, reflecting savings in its domestic market and a robust performance in Brazil, its second-largest market after France. ‘Solid Results’ “The Carrefour 2022 plan is generating solid results and sets the group on a profitable growth trajectory,” Chairman and CEO Alexandre Bompard said in a statement. Carrefour is in the midst of a five-year plan to cut costs and jobs as well as boost e-commerce investment to lift profits and sales, and as it seeks like many peers to tackle competition from major online rivals such as Amazon. The French firm kept its annual dividend unchanged at €0.46 and set a new target to sell €300 million worth of non-strategic real estate assets by 2022. It had already hit a goal of disposing of €500 million of non-strategic assets by 2019, one year ahead of schedule. Carrefour said it was now targeting cost savings of €2.8 billion on an annual basis by end-2020 against a previous target of €2.6 billion, having achieved €2 billion to date. It also promised more savings beyond 2020. Its 2019 recurring operating profit reached €2.088 billion, in line with the company’s own guidance for €2.090 billion provided in January. Home Market In France, where Bompard has made reviving flagging sales at hypermarket stores a priority, operating profit rose 15.6%, also in line with company guidance. Carrefour is reaping the benefit in its home market of purchasing alliances with Britain’s Tesco and France’s Systeme U. Its turnaround plan includes having fewer sales promotions in France, scaling back on non-food items and a greater focus on organic food. In Brazil, where Carrefour agreed earlier this month to buy 30 stores from smaller rival Makro, operating profit rose 6.5% in 2019. The group kept all its other targets under its 2022 restructuring plan, including reducing hypermarket sales areas by 350,000 square meters and having Carrefour-branded products account for one-third of sales. SOURCE : https://www.esmmagazine.com/retail/carrefour-raises-cost-savings-goal-2019-core-profits-rise-90865

Young Farmer Champions Welsh Red Meat In New Ads

An accomplished young Welsh farmer is starring in a nation-wide campaign promoting PGI Welsh Lamb and Welsh Beef. Caryl Hughes, who farms in partnership with her family near Llanarmon Dyffryn, in the Ceiriog Valley, features in a new £250,000 campaign. The campaign, by Hybu Cig Cymru – Meat Promotion Wales (HCC), will include radio and television advertising, on-demand tv advertising, print advertising and media partnerships. It will also feature core messages around Wales’ sustainable red meat production focusing on elements such as landscape, climate and water usage. The television advert sees Caryl at home on her farm in Ceiriog Valley and displays the dramatic landscapes and natural surroundings where she rears her own flock. Caryl is a familiar face within Welsh agriculture having previously held the role of National Sheep Association Young Ambassador and Montgomery YFC Chair. The young farmer has a degree in Agriculture from Aberystwyth University and, notably, was the first person to undertake the Llyndy Isaf Scholarship with the National Trust – where she managed a Snowdonia hill farm for a year combining sustainable farming practices with managing the outstanding natural environment. Having also competed on S4C’s Fferm Factor, Caryl is also someone comfortable both on film and in the field. She said: “Like most Welsh sheep and beef farmers, I am very proud of our industry, the food we produce and how we produce it. I’m very pleased to be involved in this campaign promoting exactly that.” “We wanted the real, authentic voices of Welsh farming to star in this campaign to show the real picture of Welsh red meat production,” HCC’s Market Development Manager, Rhys Llywelyn added: “Caryl’s knowledge, passion and experience are undeniable and she is a very credible ambassador for our industry and produce. We’re sure viewers and consumers at home will find Caryl relatable and engaging in this advert.” The new campaign launched on 13 February and can be seen and heard on various on-demand television platforms and radio stations throughout England and Wales. SOURCE : https://www.farminguk.com/news/young-farmer-champions-welsh-red-meat-in-new-ads_54991.html

Young farmer champions Welsh red meat in new ads

An accomplished young Welsh farmer is starring in a nation-wide campaign promoting PGI Welsh Lamb and Welsh Beef. Caryl Hughes, who farms in partnership with her family near Llanarmon Dyffryn, in the Ceiriog Valley, features in a new £250,000 campaign. The campaign, by Hybu Cig Cymru – Meat Promotion Wales (HCC), will include radio and television advertising, on-demand tv advertising, print advertising and media partnerships. It will also feature core messages around Wales’ sustainable red meat production focusing on elements such as landscape, climate and water usage. The television advert sees Caryl at home on her farm in Ceiriog Valley and displays the dramatic landscapes and natural surroundings where she rears her own flock. Caryl is a familiar face within Welsh agriculture having previously held the role of National Sheep Association Young Ambassador and Montgomery YFC Chair. The young farmer has a degree in Agriculture from Aberystwyth University and, notably, was the first person to undertake the Llyndy Isaf Scholarship with the National Trust – where she managed a Snowdonia hill farm for a year combining sustainable farming practices with managing the outstanding natural environment. Having also competed on S4C’s Fferm Factor, Caryl is also someone comfortable both on film and in the field. She said: “Like most Welsh sheep and beef farmers, I am very proud of our industry, the food we produce and how we produce it. I’m very pleased to be involved in this campaign promoting exactly that.” “We wanted the real, authentic voices of Welsh farming to star in this campaign to show the real picture of Welsh red meat production,” HCC’s Market Development Manager, Rhys Llywelyn added: “Caryl’s knowledge, passion and experience are undeniable and she is a very credible ambassador for our industry and produce. We’re sure viewers and consumers at home will find Caryl relatable and engaging in this advert.” The new campaign launched on 13 February and can be seen and heard on various on-demand television platforms and radio stations throughout England and Wales.   SOURCE : https://www.farminguk.com/news/young-farmer-champions-welsh-red-meat-in-new-ads_54991.html

UK Food Exports

When Is The Right Time To Start Thinking About UK Food Export? For any food start up the idea of becoming a successful international Food Exporter as well as UK business is an alluring prospect. The opportunity to add incremental sales in market after market to grow the overall business: EU markets close to home, the USA… and what about China – predicted soon to become the world’s leading market – India, the Middle East, and other markets with an increasing appetite for Western products? But before we get carried away, let’s give some thought to when is the right time to start the process of exporting food from the UK and how to go about it. Exchange Rates First up, when isn’t the right time? Just when exchange rates are favourable. That’s not to say that if you’ve taken the necessary steps to prepare the approach, and then a decision to start exporting when rates are good, that this is necessarily a bad time. But if the only motivation to start selling internationally is a window of opportunity that makes your products acceptably, or more competitively priced, this really isn’t a recipe for developing a sustainable long-term business. Just look at the Euro. A few months pre the Brexit referendum the exchange rate with the £ reached a level of €1.43. Today it’s getting on for 20% lower at around €1.17 (January 2020) – and it has been below €1.10. UK products are that much more attractive to European buyers at today’s rates, sure, but be wary of currency experts’ forecasts of likely future rate ranges. If the £ were to strengthen significantly vs the €, would your range still make an appealing proposition vs the local competition, albeit returning you perhaps a lower margin? Your Business Today Perhaps the single most important factor in deciding when to start exporting from the UK is the current state of your business and where you are in your business plan. The approach you have taken in the UK might give you useful lessons for how to go about tackling international markets. Perhaps you seeded your brand in selective locations where your influencer target market will find your products, proved the concept and built a strong following before then approaching larger customers, with a stronger story to tell. Step by step. Green Seed recommends building strong foundations and a stable core business is key before thinking about new food and drink markets. If your immediate priority is winning your first multiple listing with Waitrose, you could do without the distraction of chasing business with customers you know less well in other markets. Credentials Not only that, the experience of handling business with major customers will be invaluable when starting to deal with international customers (or distributors). And if you are approaching a Delhaize in Belgium or Albert Heijn in the Netherlands the fact that you’ve successfully managed and grown your business with one or more major customers in the UK – retailers they admire, especially in identifying innovation – will be an important factor in their decision-making. Alternative Approaches For Start Up Brands Delhaize Retail Innovation Show Delhaize is one of the leading supermarket chains in Belgium, with a market share of ca 23%, and recently merged with Albert Heijn. Its customer base is similar to that of Waitrose. They have been long time admirers (and followers) of UK retailers and the category and brand innovation they see in our stores. To try out a new way of introducing new brands to a major retailer, Green Seed set up a private Retail Innovation Show at their HQ, showcasing exciting 50+ new product concepts (ambient, chilled and frozen) identified from the UK, the rest of Europe, Israel, the US and elsewhere. Delhaize buyers across all categories visited the show (their CEO even spent 45 mins). After following up with the buying teams, 20 meetings with inspiring suppliers were requested by the buyers, resulting in several new confirmed listings for UK exporters and many more still in discussion. Resources Have you got the right resources – human, financial and marketing– in place? Is your team able to take on food and drink exports? Many start-ups take a little time before they expand their team beyond the one or two founders. Green Seed agrees with this strategy to keep overheads to a minimum. Making those first hires with the right values and skill sets is a challenging process. Don’t underestimate the time it will absorb to find and manage international customers. A lot of companies make the mistake of thinking that by merely appointing distributors to handle different markets, that their international business will grow and require a lot less time than they will spend on their UK customers. Being responsive, sending samples, focusing on food pr, quotations and visiting the market regularly, being the face of the business to a customer are all just as important when dealing with Albert Heijn in Amsterdam as they are with Waitrose in Bracknell. Green Seed recommends thinking about how you will manage the process. Will it be the founder/CEO who takes the lead? A team member? Will you outsource the process? Who Leads The UK Food Exports Process? Examples: When start-up brand New Covent Garden Soup, now part of Hain Celestial, started exporting, it was their CEO William Kendall who decided he would lead the process himself. The brand had established listings with UK mults and, with some local support to open doors in markets, he was the one who communicated his vision to build an international business with customers, starting in Belgium and the Netherlands. He slept on friends’ floors, made sure he was available to attend every exhibition and buyer meeting himself and personally ensured his London based team responded to every retailer request. And this created a very positive impression on international customers, who would often complain about the slow response of some of the better known larger UK players to whom food and drink export seemed sometimes to be viewed as a production and logistical headache! Fullgreen, a recent start-up best known for its Cauli Rice range and now producer of a range of vegi low carb rice alternatives in microwaveable packaging, has taken a different approach. The brand went straight into UK multiples within months of launch and established a strong and growing business. After exhibiting at trade shows in the UK and Europe, where they established interest from a number of markets, they established some trials in a couple of European territories and investigated the US market. They then took the decision to focus their efforts on the US opportunity rather than try to handle a number of smaller markets closer to home. After outsourcing local sales and establishing commitments for orders from a number of national and regional US retailers over the past few months, they have now taken the plunge to establish local production which will come on stream in September this year and successfully raised further investment to fund their international expansion. Financial Resources Next to your team, do you have the financial resources to take on UK food export? If you’re intending to run the entire export process out of your company travel budget (a complaint made by some Export Managers in medium-sized businesses and above), then perhaps now wouldn’t be the right time. Just as with UK customers, Green Seed recommends supporting international businesses with some marketing funds – demos and tastings, social media, focused PR etc – will be necessary to raise awareness, build engagement and win the trial. Market understanding And of course information. Understanding how different markets operate, any legislative and regulatory issues (for instance even while we are still part of the EU there are still some differences here despite common standards and labelling), supply chain, category trends, competition, pricing and margins in the local market. Where to start? www.greenseedgroup.com www.opentoexport.com an online community helping UK businesses get ready to sell overseas. www.great.gov.uk for access to Dept International Trade services. Useful for orientation, export readiness and links to events and seminars. www.ukfdea.com/events for links to international food and drink trade shows and other events. Exhibitions can be a useful tool to put your toe in the water, check out international trends and competitors, and to form a first assessment of international demand and establish initial contacts.

Movement in the market for plant-based food

According to Nielsen, the category of vegetarian prepared meat, such as meatballs, nuggets, and schnitzels, has recently grown by 12.5% to just under € 97m in Germany. This is not a surprise, considering that, according to Mintel, 58% of German consumers have described themselves as flexitarians in 2018. The trend is moving strongly in a completely vegan direction and away from soy towards ingredients like peas, potatoes, lupines, cashew, sunflower seeds, jackfruit, and mushrooms. In addition, German consumers have developed an increased awareness for sustainability aspects in cultivation, logistics and packaging.1 Discounter Lidl has already reacted and now offers its “Next Level” range with plant-based cevapcici as the latest addition to burgers and mince now climate-neutral and with new packaging that has 70% less plastic and is fully recyclable. Manufacturers like top player Rügenwalder have responded to criticism and now optimize products in terms of number and quantity of additives.1 We expect new products like plant-based ready meals (e.g Lidl private label) and plant-based pork ribs (Ojah) to enter supermarket shelves soon. Also in the “affiliated” category of dairy alternatives, manufacturers are becoming increasingly creative with their new developments and will launch for example cashew-based yogurt (Happy Cheese) or almond-based mozzarella (AIXA/ PHW) and iced coffee (Emmi) shortly. Whether egg replacement will be the next veggie trend in Germany is still questionable as the latest products resemble liquid omelette convenience products – a product that German consumers are rather not accustomed to and unlikely to adapt to. Currently, there is no substitute for the egg with its two-component nature.1 What innovative product do you have to offer to the German grocery retail market and to attract buyers? Contact us and explore your opportunities in Germany: info[at]greenseedgroup.de 1Lebensmittelzeitung Image: Lidl

French Consumer Confidence Rises Unexpectedly In January Despite Strikes

French consumer confidence rose unexpectedly in January despite major strikes against pension reform grabbing headlines and causing transport chaos through much of the month, a monthly survey has shown. The INSEE official statistics agency said its monthly consumer confidence index rose to 104 from 102 in December, when it hit the lowest level since July as massive transport strikes erupted. Economists polled by Reuters had on average forecast that the index would hold steady at 102, and none had expected a reading higher than 103. Strike Action Strikes against the biggest overhaul of the pension system since World War II shut down much of the French public transport for weeks in December and January. Retailers dependent on commuter traffic in Paris saw sharp drop-offs in business through the crunch holiday spending period and only little improvement after a weak start to winter sales this month. Nevertheless, INSEE’s survey found that households were less pessimistic about their future finances and were more likely to consider that times were opportune to save more. Unemployment Concerns Households’ fears about unemployment also remained low. The Labour Ministry reported on Monday that the number of people registered as out of work fell in the fourth quarter to its lowest level since late 2013. The improvement offers President Emmanuel Macron’s government some relief as it struggles to overcome resistance to its unpopular pension reform. SOURCE : https://www.esmmagazine.com/retail/french-consumer-confidence-rises-unexpectedly-january-despite-strikes-88013

£500k boost to support digital infrastructure in Welsh marts

Funding has been announced to support digital infrastructure investments by eligible livestock auction markets, collection centres and abattoirs. Half a million pounds worth of funding will be made available to small and medium-sized businesses across Wales. The fund has been awarded by the Welsh government as part of moves to strengthen and simplify digital animal traceability through a single multi-species database. Over the next three months, from February 1, eligible businesses which serve as Central Point Recording Centres (CPRCs) can apply for funding to upgrade their digital infrastructure. This will allow an increased use of technology, and support the required future introduction of Bovine Electronic Identification alongside the similar successful system for sheep, which is administered by Hybu Cig Cymru – Meat Promotion Wales (HCC) subsidiary company EIDCYMRU. Once Bovine EID Tags are introduced, cattle can be scanned and the data transferred to a tablet or PC and uploaded to EIDCymru. CPRCs therefore play a central role in a robust system of animal traceability which gives consumers confidence and allows swift action to be taken in case of any outbreak of animal disease. Rural affairs minister, Lesley Griffiths said: “We are pleased to announce funding to help a significant number of small and medium sized businesses which are important to the rural economy in Wales in their capacity as CPRCs. “This funding will offer the support needed to upgrade IT infrastructure, allowing for the increased use of technology to further strengthen Wales’s already robust system of animal traceability. “Our announcement will provide an innovative solution to some of the potential issues which could deter some facilities from operating in the future. “Supporting CPRCs to embrace technology will also help make the next generation of farmers entering the sector aware of the advantages of EID in managing livestock.” Gwyn Howells, Chief Executive of HCC, said the £500,000 funding is a significant investment for the industry. “It will help a range of businesses to access the latest technology which will streamline the process of reporting animal movements, and add to the resilience and sustainability of the whole sector.” SOURCE : https://www.farminguk.com/news/-500k-boost-to-support-digital-infrastructure-in-welsh-marts_54883.html

French Consumer Confidence Rises Unexpectedly In January Despite Strikes

French consumer confidence rose unexpectedly in January despite major strikes against pension reform grabbing headlines and causing transport chaos through much of the month, a monthly survey has shown. The INSEE official statistics agency said its monthly consumer confidence index rose to 104 from 102 in December, when it hit the lowest level since July as massive transport strikes erupted. Economists polled by Reuters had on average forecast that the index would hold steady at 102, and none had expected a reading higher than 103. Strike Action Strikes against the biggest overhaul of the pension system since World War II shut down much of the French public transport for weeks in December and January. Retailers dependent on commuter traffic in Paris saw sharp drop-offs in business through the crunch holiday spending period and only little improvement after a weak start to winter sales this month. Nevertheless, INSEE’s survey found that households were less pessimistic about their future finances and were more likely to consider that times were opportune to save more. Unemployment Concerns Households’ fears about unemployment also remained low. The Labour Ministry reported on Monday that the number of people registered as out of work fell in the fourth quarter to its lowest level since late 2013. The improvement offers President Emmanuel Macron’s government some relief as it struggles to overcome resistance to its unpopular pension reform. SOURCE : https://www.esmmagazine.com/retail/french-consumer-confidence-rises-unexpectedly-january-despite-strikes-88013

£500k boost to support digital infrastructure in Welsh marts

Funding has been announced to support digital infrastructure investments by eligible livestock auction markets, collection centres and abattoirs. Half a million pounds worth of funding will be made available to small and medium-sized businesses across Wales. The fund has been awarded by the Welsh government as part of moves to strengthen and simplify digital animal traceability through a single multi-species database. Over the next three months, from February 1, eligible businesses which serve as Central Point Recording Centres (CPRCs) can apply for funding to upgrade their digital infrastructure. This will allow an increased use of technology, and support the required future introduction of Bovine Electronic Identification alongside the similar successful system for sheep, which is administered by Hybu Cig Cymru – Meat Promotion Wales (HCC) subsidiary company EIDCYMRU. Once Bovine EID Tags are introduced, cattle can be scanned and the data transferred to a tablet or PC and uploaded to EIDCymru. CPRCs therefore play a central role in a robust system of animal traceability which gives consumers confidence and allows swift action to be taken in case of any outbreak of animal disease. Rural affairs minister, Lesley Griffiths said: “We are pleased to announce funding to help a significant number of small and medium sized businesses which are important to the rural economy in Wales in their capacity as CPRCs. “This funding will offer the support needed to upgrade IT infrastructure, allowing for the increased use of technology to further strengthen Wales’s already robust system of animal traceability. “Our announcement will provide an innovative solution to some of the potential issues which could deter some facilities from operating in the future. “Supporting CPRCs to embrace technology will also help make the next generation of farmers entering the sector aware of the advantages of EID in managing livestock.” Gwyn Howells, Chief Executive of HCC, said the £500,000 funding is a significant investment for the industry. “It will help a range of businesses to access the latest technology which will streamline the process of reporting animal movements, and add to the resilience and sustainability of the whole sector.” SOURCE : https://www.farminguk.com/news/-500k-boost-to-support-digital-infrastructure-in-welsh-marts_54883.html

Lidl Retains Positive Momentum In French Grocery Market: Kantar

Lidl grew its market share in France by 40 basis points in December, putting the discounter on a market share of 5.8% as the year drew to a close, according to the latest data from Kantar. Data for the period from 2 to 29 December (P13), found that traffic at the discounter grew by 3.2% in December, however its media spend (radio, press and TV) fell by 12% in the period. In total, for 2019, Lidl recorded an average of 5.9% market share, Kantar said. The discounter recently announced its target to open 50 new stores per year in France by 2022, having almost achieved that target last year with its takeover of 16 former Casino outlets and 17 former Leader Price stores. Rival Aldi, which according to media reports is in discussion with Casino to acquire its Leader Price business, saw its market share rise 10 basis points to 2.4% in December, growing both its customer numbers and customer loyalty in the period. Market Leader Elsewhere, E.Leclerc maintained its leadership position in the market, growing its market share by 30 basis points to put it on 22.2% share. The retailer saw a strong contribution from its Drive outlets, Kantar said, with overall traffic in its stores (and to Drive) growing by 0.7%. Across the full year, E.Leclerc recorded a market share of 21.6%. Système U was another strong performer, with a 20-basis-point gain in market share putting it on 10.8%, while Les Mousquetaires, which operates the Intermarché banner, seeing a similar market share gain, to put it on 14.8% in the month. Sales Drop Overall, FMCG sales for the period fell by 2.8% compared to the same period the previous year, Kantar said. This compared to a +0.1% increase in the previous period as well. “We know that Kantar has shifted its P13 Period which now includes the quieter post-Xmas week, however you would expect them to have adjusted for that,” commented analyst Bruno Monteyne of Bernstein Research. If that data is correct, then the French market is a lot worse and we struggle to fully understand why it is that bad.” As Montyene pointed out, 2019 was the first full Kantar period to annualise the gilets jaunes strikes, which began in November 2018. “[This] hurt Hypers traffic the most, although with French pension reform strikes also beginning in early December this year, the relief we might have expected for the FMCG market has evidently not materialised,” he said. “This hit Carrefour particularly hard, as CA leaned more heavily on promotional pricing than other retailers.”   SOURCE : https://www.esmmagazine.com/retail/lidl-retains-positive-momentum-french-grocery-market-kantar-86737

Casino to sell Leader Price to Aldi

French supermarket chain Casino wants to offload its discount chain Leader Price and is now supposedly close to a deal with Aldi. 750 million euros According to Reuters, an agreement between Casino and Aldi is imminent: both parties supposedly more or less agree on a 750 million euro value for the discount chain, but the deal is not signed yet. Neither Aldi nor Casino wished to respond to the article. Already in September last year, Casino confirmed rumours that the French retailer was conducting exclusive negotiations with Aldi to sell Leader Price. At the time, there was talk of a takeover price of “well over 400 million euros”. The French chain is burdened by heavy debt and is trying to tackle that with a divestment plan worth 4.5 billion euros. The sale of Leader Price is part of that downsizing. On its own French market, Casino has suffered greatly from the fierce competition including from E.Leclerc and discounters Aldi and Lidl. Online players like Amazon also present a big challenge. SOURCE : https://www.retaildetail.eu/en/news/food/casino-sell-leader-price-aldi

New partnership to boost Welsh PGI meat to London audience

A new partnership looking to boost Welsh PGI Beef and Lamb to key consumers in the south-east of England has been announced. Red meat body Hybu Cig Cymru – Meat Promotion Wales (HCC) will link up with Wales Week London, an initiative which promotes Welsh culture to London-based audiences. The pairing will see Wales’s iconic PGI Welsh Lamb and PGI Welsh Beef brands featuring as partners of the major business and cultural festival. Protected Welsh meat will also be promoted over Wales Week London’s extensive social media channels. Wales Week London has grown rapidly from its inception in 2017. Last year it promoted over 100 events in over 50 venues, to over 10,000 attendees. Its social media impact alone was also impressive, generating two million impressions. Due to its success, activities are spread over two weeks, with the 2020 celebrations running from 22 February to 8 March. Food is a major part of the festivities, with Welsh food being showcased at events in Paddington Station, 10 Downing Street, PwC, BAFTA, as well as at leading London restaurants run by renowned Welsh chefs Bryn Williams and Tom Simmons, helping to raise the profile of Welsh food and farming. HCC’s Market Development Manager, Rhys Llywelyn, said: “London has been an important market for some time for Welsh Lamb and Welsh Beef. “But partnering with Wales Week London and Wales Week Worldwide will bring an extra dimension to our work.” He added: “We have a major initiative during the early months of 2020 to highlight how Welsh Lamb and Welsh Beef are high-quality and sustainable foods, reared non-intensively using the perfect natural environment that we have. “By working with our new partners we’ll extend the reach of this campaign to key consumers in the south-east of England in particular, where the profile of activities around St David’s Day is increasing and attracting growing audiences.” SOURCE : https://www.farminguk.com/news/new-partnership-to-boost-welsh-pgi-meat-to-london-audience_54793.html

Lidl Retains Positive Momentum In French Grocery Market: Kantar

Lidl grew its market share in France by 40 basis points in December, putting the discounter on a market share of 5.8% as the year drew to a close, according to the latest data from Kantar. Data for the period from 2 to 29 December (P13), found that traffic at the discounter grew by 3.2% in December, however its media spend (radio, press and TV) fell by 12% in the period. In total, for 2019, Lidl recorded an average of 5.9% market share, Kantar said. The discounter recently announced its target to open 50 new stores per year in France by 2022, having almost achieved that target last year with its takeover of 16 former Casino outlets and 17 former Leader Price stores. Rival Aldi, which according to media reports is in discussion with Casino to acquire its Leader Price business, saw its market share rise 10 basis points to 2.4% in December, growing both its customer numbers and customer loyalty in the period. Market Leader Elsewhere, E.Leclerc maintained its leadership position in the market, growing its market share by 30 basis points to put it on 22.2% share. The retailer saw a strong contribution from its Drive outlets, Kantar said, with overall traffic in its stores (and to Drive) growing by 0.7%. Across the full year, E.Leclerc recorded a market share of 21.6%. Système U was another strong performer, with a 20-basis-point gain in market share putting it on 10.8%, while Les Mousquetaires, which operates the Intermarché banner, seeing a similar market share gain, to put it on 14.8% in the month. Sales Drop Overall, FMCG sales for the period fell by 2.8% compared to the same period the previous year, Kantar said. This compared to a +0.1% increase in the previous period as well. “We know that Kantar has shifted its P13 Period which now includes the quieter post-Xmas week, however you would expect them to have adjusted for that,” commented analyst Bruno Monteyne of Bernstein Research. If that data is correct, then the French market is a lot worse and we struggle to fully understand why it is that bad.” As Montyene pointed out, 2019 was the first full Kantar period to annualise the gilets jaunes strikes, which began in November 2018. “[This] hurt Hypers traffic the most, although with French pension reform strikes also beginning in early December this year, the relief we might have expected for the FMCG market has evidently not materialised,” he said. “This hit Carrefour particularly hard, as CA leaned more heavily on promotional pricing than other retailers.” SOURCE : https://www.esmmagazine.com/retail/lidl-retains-positive-momentum-french-grocery-market-kantar-86737

Casino to sell Leader Price to Aldi

French supermarket chain Casino wants to offload its discount chain Leader Price and is now supposedly close to a deal with Aldi. 750 million euros According to Reuters, an agreement between Casino and Aldi is imminent: both parties supposedly more or less agree on a 750 million euro value for the discount chain, but the deal is not signed yet. Neither Aldi nor Casino wished to respond to the article. Already in September last year, Casino confirmed rumours that the French retailer was conducting exclusive negotiations with Aldi to sell Leader Price. At the time, there was talk of a takeover price of “well over 400 million euros”. The French chain is burdened by heavy debt and is trying to tackle that with a divestment plan worth 4.5 billion euros. The sale of Leader Price is part of that downsizing. On its own French market, Casino has suffered greatly from the fierce competition including from E.Leclerc and discounters Aldi and Lidl. Online players like Amazon also present a big challenge. SOURCE : https://www.retaildetail.eu/en/news/food/casino-sell-leader-price-aldi

New partnership to boost Welsh PGI meat to London audience

A new partnership looking to boost Welsh PGI Beef and Lamb to key consumers in the south-east of England has been announced. Red meat body Hybu Cig Cymru – Meat Promotion Wales (HCC) will link up with Wales Week London, an initiative which promotes Welsh culture to London-based audiences. The pairing will see Wales’s iconic PGI Welsh Lamb and PGI Welsh Beef brands featuring as partners of the major business and cultural festival. Protected Welsh meat will also be promoted over Wales Week London’s extensive social media channels. Wales Week London has grown rapidly from its inception in 2017. Last year it promoted over 100 events in over 50 venues, to over 10,000 attendees. Its social media impact alone was also impressive, generating two million impressions. Due to its success, activities are spread over two weeks, with the 2020 celebrations running from 22 February to 8 March. Food is a major part of the festivities, with Welsh food being showcased at events in Paddington Station, 10 Downing Street, PwC, BAFTA, as well as at leading London restaurants run by renowned Welsh chefs Bryn Williams and Tom Simmons, helping to raise the profile of Welsh food and farming. HCC’s Market Development Manager, Rhys Llywelyn, said: “London has been an important market for some time for Welsh Lamb and Welsh Beef. “But partnering with Wales Week London and Wales Week Worldwide will bring an extra dimension to our work.” He added: “We have a major initiative during the early months of 2020 to highlight how Welsh Lamb and Welsh Beef are high-quality and sustainable foods, reared non-intensively using the perfect natural environment that we have. “By working with our new partners we’ll extend the reach of this campaign to key consumers in the south-east of England in particular, where the profile of activities around St David’s Day is increasing and attracting growing audiences.” SOURCE : https://www.farminguk.com/news/new-partnership-to-boost-welsh-pgi-meat-to-london-audience_54793.html

Venturing into the organic market

Arguably one of the fastest-growing markets in France, the organic (Bio) market continues to develop with a yearly growth rate of +15.7%. Boasting a turnover of 9.7€ million (2018), we are yet to see this growth decrease. As the organic market began to blossom, it was specialised retailers that first jumped onto this craze, with supermarkets now following suit.According to Agence Bio, 65% of the French population would like to be able to access more organic products in supermarkets, 37% in convenience stores, against only 26% for speciality stores. To respond to this demand and tap into this rapidly growing market, large retailers have acquired existing specialist organic networks. In 2008, Monoprix purchased Naturalia, and since then, Carrefour created brand Carrefour Bio (with currently 33 stores), then acquired small local chain So.bio (12 stores). Whereas E.Leclerc created E.Leclerc Bio (29 stores). The benefits that these networks hold have enabled supermarkets to quickly advance in the sector. Benefits such as; direct links with small producers, access to professionals (dieticians, grocers, butchers, etc.), and improved sourcing links to specialised producers, a crucial factor of success in this sector. To maintain their market presence, large retailers have turned to price, striving to make organic products as accessible as possible through the use of aggressive retail prices. So.bio offers a 15-20% reduction on 5% of their products, whilst E.Leclerc Bio’s products are around 30% cheaper than specialists. The next few years will be a clear indicator as to whether it is the supermarkets who will dominate this market, or if specialised stores can fight back to remain competitive and keep their Consumers loyalty. SOURCES: LSA Conso, Les echos

The launch of New York Bakery Co in Belgium

The pessimist sees the hole, the optimist the bagel…   … And we definitely see the bagel! New York Bakery Co is a brand of authentic New York style bagels. Green Seed Belgium supported the company in setting up the best route to market and coordinated the Belgian launch. The products are now available in both Colruyt and Delhaize. The product and brand launch are being supported with in-store marketing campaigns and consumer actions. The biggest challenge? Convincing people that bagels are more than an out of home lunch concept! The focus is on trial. To inspire consumers, Green Seed set up influencer collaborations and various media deals. In October 2019, a fully branded pop-up store was opened in Gare du Midi, the biggest Belgian railway station. The goal: getting people to try the bagels by handing out small bites of sweet and savoury spread bagels whilst gaining maximum brand exposure. Over a two-week period, more than 15.000 people enjoyed a real taste of New York.  

How to Grow Your Food Business

In the modern age, how can food businesses expand and navigate a world that is always changing in terms of tastes and demographics? Building a brand and a marketing plan is no longer as cut and dried as it used to be. For example, with the growth of e-commerce, a simple food distribution strategy is no longer enough. To reach all corners of the globe, your food business needs to appeal to multiple markets and multiple diverse tastes at once. When you work in one specific niche, how easy is it, necessarily, to cover as many bases as possible? Green Seed is a team of multi market specialists that have helped many big-name food businesses find their feet in overseas markets. And a fair few small and medium-sized players too. Here are just a few tried-and-tested ideas, and strategies, that could help to propel your product range to a larger global audience. Being Careful with Branding Rule number one for business branding is, of course, to stay true to who you are and what you do. Consistency is vital. However, when you are growing a food business to reach overseas markets, you will need to consider how to modify your approach to really cut through to consumers. You need to think carefully about how your brand may appeal overseas. Your target demographic may behave differently than they do in the UK. Cultural differences can make or break brands abroad, and you will need to translate more than just the words and phrases you use in your messaging and ingredients on your pack. A talented food marketing agency will help you cross-cultural borders with care and respect. The key to transforming and expanding your brand is staying true to who you are and what you do while respecting new customers. This is a balance that isn’t always easy on your own. Identify Bespoke Needs One of the best distribution strategies for the food industry is to travel the ‘bespoke’ route. This, crucially, means you should tailor your brand and your food line to specific markets wherever you travel. As mentioned above, this can include considering cultural and societal differences. Adaptability is key in a world which is getting ever smaller. If you are keen to expand your enterprise, your reach and your revenue, you must be ready to appeal to new markets on their doorstep. Green Seed stands by an approach which revolves around flexibility on your side, not on the customers. It’s key to set up a bespoke plan of action for each market- without this you will not appear relevant to the marketplace. But we also understand it’s about doing it in a sensible way, without wholesale changes, making relevant adjustments to boost chances of success without incurring prohibitive costs. Immerse Yourself To be able to successfully expand your food business, and to reach out overseas, you must be willing to immerse yourself in new cultures and new ideas. This means undertaking research of what it is that people consume, and what people expect from brands like yours. Making assumptions simply won’t do. You need to undertake market research, and to be willing to learn. Any agency willing to offer a solid food distribution strategy will work hard to help you find your feet. Green Seed’s local teams are mother-tongue local employees who understand the way consumers and retail and foodservice buyers think. That can give you a massive head start. And Green Seed are there for you to do the detailed research and planning to create a successful market entry plan. You could find smart new ways to bring value to new audiences. What are you doing on your home soil that could address gaps in other markets? Looking Ahead There are no specific ways to grow your food business which are common to all brands. All businesses are different at their core, but having prior experience of what works best can offer you a great help. Working with an agency such as Green Seed, you will be able to find your niche. We work hard to identify distribution strategies which can tailor to specific markets and demographics. If you are keen to expand your food business in 2020 and beyond, contact a representative at Green Seed today and let us help you draft the perfect plan of action.

Marketing Food and Drink Abroad? Here’s Why You Need Professional Support

If you run a food or drink company and are considering expanding abroad, there are many things you need to consider when marketing food and drink. For example, what may work well for your British customers may not work so well for potential consumers in Belgium, let alone Beijing. There are a lot of culture clashes and subtle differences in taste you may want to keep in mind. Every market has its own food and drink industry serving its domestic consumers. Therefore, only those with the smartest marketing plans and an eye for cross-culture consumerism will succeed on a global scale. It’s a big risk (investment, time, opportunity cost…) to try to expand your enterprise abroad on your own, no matter how confident you may feel. How can a professional international marketing company such as Green Seed help you to make strides across international waters? Let’s dig deeper for a closer look. A Thorough Plan of Action Just as you would carefully prepare any kind of marketing plans in the UK, you must take international marketing seriously, too. What’s your business ethos? What drives you to produce the food and drink you sell to your consumers? Do you have any previous success stories that have worked well in the past with regards to marketing food and drink? These are all factors we will need to consider before we approach foreign markets. Again, just because one approach has worked well at home, it doesn’t mean it will get the same attention overseas. Though if you have succeeded with a certain demographic, a similar demographic in one or more other markets might also be worth targeting. Translating That Plan Just as you might translate any kind of message to make it relevant in other markets, you must also adapt your marketing plans for marketing food and drink. This doesn’t just mean changing up the language. Our team at Green Seed, for example, has a wealth of experience in approaching and networking with wider markets. We understand how to tailor communication to what buyers and consumers expect to maximise chances of success. Identifying and Responding to Competition If there is a viable market for your products you sell for an overseas market, then there will be competition. So, how do you learn from that competition? What are they doing to package their products that really connects with their audiences? What lessons are there for you and how can you be distinctive vs other players? By working with a seasoned marketing team, specialising in building international food and drink business, you will have the necessary insight to succeed. We will work hard to analyse all potential competition and identify gaps. We won’t just consider the main players. By understanding the motivations and needs of your customers, we will fine-tune your marketing strategies to ensure maximum impact. How’s Your PR? Thanks to the power of the internet, international customers and clients can now see your whole history in one quick search. With a specialist food and drink marketing agency, you can ensure that any food PR you develop at home is fighting fit before you expand overseas. For example, we can take a look at your PR history and make sure there are no gaps, or potential cultural no-nos, which are likely to interrupt your global expansion and then help to tailor your messaging for new international audiences when marketing food and drink. Why Choose Green Seed? Green Seed is a leading name in marketing food and drink products in international markets. We understand how difficult it can be to find the right routes to market to reach new audiences, and that’s where we can make a real difference. Growing any kind of business takes time and effort. With marketing food and drink, there are many boundaries which you need to keep in mind. If you are building up a profile overseas and need our help tackling the wider boundaries and barriers, we will be only too happy to help. Let us build you an international strategy to guide you step by step through the process. Contact us to find out further information on how we can help you with marketing food and drink overseas.

The UK Food & Drink Market in 2020

Life was certainly interesting in the UK throughout 2019. Of course, Brexit has dominated the agenda and by the end of the year following a general election, there was at least some clarity about the way forward – which seems to have marked an uptick in confidence among consumers. Winners and Losers in UK Grocery in 2019 Let’s take a look at what has happened in grocery. Nielsen’s end of year analysis of category performance published in The Grocer shows us the winners and losers: Top 10 fastest growing categories 1. Chocolate 2. Rolling Tobacco 3. Spirits 4. Carbonated beverages 5. Bagged snacks 6. Free-from 7. Sports/energy drinks 8. Lager 9. Meat-free 10. Vegetables Top 10 fastest falling categories 1. Meat 2. Cigarettes 3. Juices and smoothies 4. Cider 5. Cosmetics 6. Yoghurt 7. Handheld ice cream 8. Bottled Water 9. Bread 10.Baby milk Indulgent categories are performing well – as they traditionally do in times of uncertainty when small treats are welcome, while the gin boom and sugar tax have boosted spirits and soft drinks. Free-from continues strong growth (+£122m) with dairy-free leading the charge, while meat-free innovations drove £62m of increased sales. Meat suffered the biggest decline (-£185m) thanks to the flexitarian trend and a less BBQ friendly summer, while concerns over sugar content in juices and smoothies dented their sales by £90m. A backlash against single-use plastic drover bottled water sales down by £39m. What will 2020 hold for Food and Drink Manufacturers? So what about 2020? Well, confidence seems a little higher, Veganuary is likely to be bigger than ever and Brexit will actually happen – with all industry observers hoping for a rapid EU free trade deal. If that looks like it will emerge, then expect a good year, and one with plenty of opportunities for international suppliers to the UK. Looking to grow your food and drink brands in 2020? Contact us to find out how we can help you.

HCC urges balance in debate over diet and climate change

In his New Year message, Hybu Cig Cymru – Meat Promotion Wales chairman Kevin Roberts has urged the media to take a balanced approach to covering issues of diet and sustainability in 2020. Roberts has criticised elements of the media in the past for failing to distinguish between environmentally-damaging farming practices across the world and the far more sustainable, low-intensity ways in which beef and sheep are reared in countries such as Wales. He congratulated journalists who were taking a more intelligent and balanced approach to the debate, and added that it was vital that consumers were well-informed at this time of year, as January usually sees a promotional push by campaign groups lobbying in favour of meat-free lifestyles. “Many journalists are now seeing through this, and seeking to bring balance to the discussion.” “I fully understand people wishing to make changes to their lives in order to live more sustainably,” said Kevin Roberts. “But the truth is that people can do that without taking whole groups of foods out of their diet, with all the negative health implications that can bring, by looking more at where and how their food is produced.” He said: “British farming has faced some pretty ill-informed criticism over recent months, by people relying on global average figures and stories about environmental practices which are – literally – half a world away from what goes on here. Many journalists are now seeing through this, and seeking to bring balance to the discussion. “Issues around deforestation and intensive production are alien to how lamb and beef is produced in Wales, using natural grass and rainfall, to very high standards of welfare and environmental management, and on land which wouldn’t be suitable for large-scale cultivation of crops. “Major international studies, such as the IPCC report on global land use for the United Nations, have said that sustainable forms of livestock farming are part of the solution to climate change and food security, not part of the problem. “Consumers can therefore be reassured that the majority of beef and lamb that’s available in UK supermarkets and independent butchers is produced domestically, by farmers whose environmental practices are in many ways examples to be followed by the rest of the world.” He explained that HCC’s £250,000 investment in a multi-media marketing and communications campaign, to inform consumers of the non-intensive and sustainable way in which sheep and cattle were farmed in Wales, was progressing, with advertising planned in the early weeks of the New Year. “There’s social media and PR work already under way linked to our campaign to promote the ‘Welsh Way’ of farming,” said Roberts, “and I’m excited about the multimedia TV, radio and digital advertising which will kick in over the coming weeks, using the latest technology to target the message most effectively.”   SOURCE : https://meatmanagement.com/hcc-urges-balance-in-debate-over-diet-and-climate-change/

Carrefour Acquires ‘Lunch Delivery’ Specialist Dejbox

Carrefour has announced the acquisition of Dejbox, a firm that specialises in lunch deliveries for business workers in suburban and outlying areas of selected French cities. Styled as an ‘online canteen’, Dejbox was founded in 2015 by entrepreneurs Adrien Verhack and Vincent Dupied, and offers a range of fresh, cooked and seasonal dishes at a set price, which are then delivered to a workplace at no extra charge. The platform was developed to ‘meet the needs of the more than 10 million French employees who work in the urban hinterland and very rarely have access to an onsite dining service’, Carrefour said in a statement. Locations Dejbox operates in Lille, Lyon, Paris, Bordeaux, Nantes and Grenoble, as well as in towns neighbouring these major cities, and delivers more than 400,000 meals per month. The company employs 300 chefs and delivery personnel, which it says sets it apart from other ‘gig-economy’ based food delivery services. Carrefour said that it is confident that following the acquisition, Dejbox will be able to expand its French operations ‘at a rapid pace’, as well as move into international markets. Dejbox is currently working on enhancing its B2B services offering, which will enable companies subsidise part of the cost of employee lunches by transferring funds to employees’ Dejbox accounts. Strategic Acquisition “This acquisition, which reflects Carrefour’s desire to become the leader in grocery e- commerce, is a strategic one”, says Amélie Oudéa-Castera, executive director for customers, services and digital transformation at Carrefour. “It will give us the opportunity to expand our customer base to include employees of medium-sized, small and micro businesses and also invest in the fast-growing food delivery segment with an offering rooted in quality and affordability.” Echoing her comments, Dejbox co-founders Adrien Verhack and Vincent Dupied said that they believed Carrefour was the “best possible partner for helping us achieve our ambitious growth plans for Dejbox”.   SOURCE : https://www.esmmagazine.com/uncategorized/carrefour-acquires-lunch-delivery-specialist-dejbox-85711

HCC urges balance in debate over diet and climate change

In his New Year message, Hybu Cig Cymru – Meat Promotion Wales chairman Kevin Roberts has urged the media to take a balanced approach to covering issues of diet and sustainability in 2020. Roberts has criticised elements of the media in the past for failing to distinguish between environmentally-damaging farming practices across the world and the far more sustainable, low-intensity ways in which beef and sheep are reared in countries such as Wales. He congratulated journalists who were taking a more intelligent and balanced approach to the debate, and added that it was vital that consumers were well-informed at this time of year, as January usually sees a promotional push by campaign groups lobbying in favour of meat-free lifestyles. “Many journalists are now seeing through this, and seeking to bring balance to the discussion.” “I fully understand people wishing to make changes to their lives in order to live more sustainably,” said Kevin Roberts. “But the truth is that people can do that without taking whole groups of foods out of their diet, with all the negative health implications that can bring, by looking more at where and how their food is produced.” He said: “British farming has faced some pretty ill-informed criticism over recent months, by people relying on global average figures and stories about environmental practices which are – literally – half a world away from what goes on here. Many journalists are now seeing through this, and seeking to bring balance to the discussion. “Issues around deforestation and intensive production are alien to how lamb and beef is produced in Wales, using natural grass and rainfall, to very high standards of welfare and environmental management, and on land which wouldn’t be suitable for large-scale cultivation of crops. “Major international studies, such as the IPCC report on global land use for the United Nations, have said that sustainable forms of livestock farming are part of the solution to climate change and food security, not part of the problem. “Consumers can therefore be reassured that the majority of beef and lamb that’s available in UK supermarkets and independent butchers is produced domestically, by farmers whose environmental practices are in many ways examples to be followed by the rest of the world.” He explained that HCC’s £250,000 investment in a multi-media marketing and communications campaign, to inform consumers of the non-intensive and sustainable way in which sheep and cattle were farmed in Wales, was progressing, with advertising planned in the early weeks of the New Year. “There’s social media and PR work already under way linked to our campaign to promote the ‘Welsh Way’ of farming,” said Roberts, “and I’m excited about the multimedia TV, radio and digital advertising which will kick in over the coming weeks, using the latest technology to target the message most effectively.”   SOURCE : https://meatmanagement.com/hcc-urges-balance-in-debate-over-diet-and-climate-change/

Carrefour Acquires ‘Lunch Delivery’ Specialist Dejbox

Carrefour has announced the acquisition of Dejbox, a firm that specialises in lunch deliveries for business workers in suburban and outlying areas of selected French cities. Styled as an ‘online canteen’, Dejbox was founded in 2015 by entrepreneurs Adrien Verhack and Vincent Dupied, and offers a range of fresh, cooked and seasonal dishes at a set price, which are then delivered to a workplace at no extra charge. The platform was developed to ‘meet the needs of the more than 10 million French employees who work in the urban hinterland and very rarely have access to an onsite dining service’, Carrefour said in a statement. Locations Dejbox operates in Lille, Lyon, Paris, Bordeaux, Nantes and Grenoble, as well as in towns neighbouring these major cities, and delivers more than 400,000 meals per month. The company employs 300 chefs and delivery personnel, which it says sets it apart from other ‘gig-economy’ based food delivery services. Carrefour said that it is confident that following the acquisition, Dejbox will be able to expand its French operations ‘at a rapid pace’, as well as move into international markets. Dejbox is currently working on enhancing its B2B services offering, which will enable companies subsidise part of the cost of employee lunches by transferring funds to employees’ Dejbox accounts. Strategic Acquisition “This acquisition, which reflects Carrefour’s desire to become the leader in grocery e- commerce, is a strategic one”, says Amélie Oudéa-Castera, executive director for customers, services and digital transformation at Carrefour. “It will give us the opportunity to expand our customer base to include employees of medium-sized, small and micro businesses and also invest in the fast-growing food delivery segment with an offering rooted in quality and affordability.” Echoing her comments, Dejbox co-founders Adrien Verhack and Vincent Dupied said that they believed Carrefour was the “best possible partner for helping us achieve our ambitious growth plans for Dejbox”.   SOURCE : https://www.esmmagazine.com/uncategorized/carrefour-acquires-lunch-delivery-specialist-dejbox-85711

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Visitors to the recent Royal Welsh Winter Fair turned sampling volunteers  in a promotional tasting session for a new, 2,000-strong Hybu Cig Cymru-Meat Promotion Wales (HCC) led consumer research initiative; the Welsh Lamb Meat Quality Project. “I don’t think you can beat it”; “I really rate it” and “Very tender, lovely texture- and it’s good to know its sustainable and natural” were a few of the flood of favourable comments from the audience volunteers to the project’s meat quality executive, Dr. Eleri Thomas. The plan will look to assess, develop and enhance the meat-eating quality of Welsh Lamb and secure its international reputation to help Welsh farming prepare for a post-Brexit world. It will engage with all aspects of the supply chain, aiming to boost farm productivity while ensuring that future red meat production meets the demand of an ever-changing and increasingly discerning consumer, at home and abroad. It is supported by the Welsh Government Rural Communities – Rural Development Programme 2014 – 2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government. The formal, carefully controlled project taste testing sessions will take place in January and February in England, Wales and Northern Ireland and a wide and diverse group of samplers are being recruited to ensure the broadest possible range of consumer interests. “HCC’s stand at Winter Fair had a brilliant response from the public walk-ups who loved the great taste of sustainable Welsh Lamb and we are looking forward to the first of the consumer taste panel results in the New Year,” said Dr. Thomas. “However, this project is about securing Welsh Lamb’s position at the top of consumer shopping lists and so we’ll learn from them all and seek to inform the Welsh red meat supply chain about how we can make it even tastier in the future.” SOURCE : https://meatmanagement.com/visitors-get-flavour-of-new-welsh-lamb-consumer-taste-test-project/

France to become leading consumer of organic wine

France is set to become the world’s leading consumer of organic wine by 2021, having doubled its consumption since 2013, a new study suggests. In the next two years, France is set to overtake Germany as the world’s highest consumer, as consumption levels are expected to have doubled since 2013, according to a new study by British alcohol intelligence and data institute the IWSR, which follows the alcohol market in 157 countries. By 2023, consumption in France will represent as much as 20% of the global market, the study found, putting it ahead of current leader Germany, and next-largest consumers, the UK, and the United States. In 2019, the rankings showed Germany on top, followed by France, the UK, Italy, and the US. The figures suggest that organic wine consumption is growing, even as global consumption of “normal” wine is experiencing a downturn. The study for interprofessional organic wine association SudVinBio (Languedoc) comes as France prepares to hold the “Millésime Bio” organic wine salon show in Montpellier, on January 27 and 29, 2020. Organic wine production in France is also on the rise, the IWSR said, from 165 million bottles in 2013, to 361 million in 2018: a rise of 119%. By 2023, that figure is expected to have risen further, to 613 million. Rise in natural wine too Natural wine production is also growing in France, albeit more slowly, figures show. Natural wine has been called “going further than organic” and described by US magazine Eating Well as the “cleanest wine option”. It is often explained as wine that is made with as few interventions or additions as possible – including no synthetic or even organic treatments, fertilisers, or chemicals; no oak character from barrels, no filtering, and no added sulfites (sulfur dioxide, sometimes added to other wine to increase its shelf life). This is in contrast to organic wine, which is made and harvested with organic-certified grapes, but can sometimes include certain non-synthetic treatments and chemicals at certain stages of the process, depending on the producer. Some organic producers in Europe may also add small amounts of sulfites (less than 100 parts per million (ppm) for reds, and 150 ppm for whites) to increase the shelf life of organic wine. Natural wine producer Gilles Contrepois, from the Aude, began making natural wine in 2004, and believes it is “clear” that enthusiasm for natural wine is growing – although currently, the natural wine market is small, and represents 1% of the entire wine production in France. Mr Contrepois told local news source France 3: “People want to go further than organic, especially young consumers. There is clearly a craze for natural wine. We hear of ‘organic bashing’ more and more. Organic isn’t enough, because people know that there are still sulfites in the wine. “Consumers, especially young people, want to go further. I am convinced that we are really going to change the world of wine consumption, to go further into more interesting products, rather than boring wines without any surprises.” This month, Mr Contrepois will participate – along with 17 other local natural wine producers – in the second annual edition of Durban Corbières, a salon of natural wine, in the hautes Corbières. SOURCE : https://www.connexionfrance.com/French-news/France-to-become-world-consumer-of-organic-wine-by-2021-overtaking-Germany-as-natural-wine-grows-too

Visitors get flavour of new Welsh Lamb consumer taste-test project

Visitors to the recent Royal Welsh Winter Fair turned sampling volunteers  in a promotional tasting session for a new, 2,000-strong Hybu Cig Cymru-Meat Promotion Wales (HCC) led consumer research initiative; the Welsh Lamb Meat Quality Project. “I don’t think you can beat it”; “I really rate it” and “Very tender, lovely texture- and it’s good to know its sustainable and natural” were a few of the flood of favourable comments from the audience volunteers to the project’s meat quality executive, Dr. Eleri Thomas. The plan will look to assess, develop and enhance the meat-eating quality of Welsh Lamb and secure its international reputation to help Welsh farming prepare for a post-Brexit world. It will engage with all aspects of the supply chain, aiming to boost farm productivity while ensuring that future red meat production meets the demand of an ever-changing and increasingly discerning consumer, at home and abroad. It is supported by the Welsh Government Rural Communities – Rural Development Programme 2014 – 2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government. The formal, carefully controlled project taste testing sessions will take place in January and February in England, Wales and Northern Ireland and a wide and diverse group of samplers are being recruited to ensure the broadest possible range of consumer interests. “HCC’s stand at Winter Fair had a brilliant response from the public walk-ups who loved the great taste of sustainable Welsh Lamb and we are looking forward to the first of the consumer taste panel results in the New Year,” said Dr. Thomas. “However, this project is about securing Welsh Lamb’s position at the top of consumer shopping lists and so we’ll learn from them all and seek to inform the Welsh red meat supply chain about how we can make it even tastier in the future.”   SOURCE : https://meatmanagement.com/visitors-get-flavour-of-new-welsh-lamb-consumer-taste-test-project/

France to become leading consumer of organic wine

France is set to become the world’s leading consumer of organic wine by 2021, having doubled its consumption since 2013, a new study suggests. In the next two years, France is set to overtake Germany as the world’s highest consumer, as consumption levels are expected to have doubled since 2013, according to a new study by British alcohol intelligence and data institute the IWSR, which follows the alcohol market in 157 countries. By 2023, consumption in France will represent as much as 20% of the global market, the study found, putting it ahead of current leader Germany, and next-largest consumers, the UK, and the United States. In 2019, the rankings showed Germany on top, followed by France, the UK, Italy, and the US. The figures suggest that organic wine consumption is growing, even as global consumption of “normal” wine is experiencing a downturn. The study for interprofessional organic wine association SudVinBio (Languedoc) comes as France prepares to hold the “Millésime Bio” organic wine salon show in Montpellier, on January 27 and 29, 2020. Organic wine production in France is also on the rise, the IWSR said, from 165 million bottles in 2013, to 361 million in 2018: a rise of 119%. By 2023, that figure is expected to have risen further, to 613 million. Rise in natural wine too Natural wine production is also growing in France, albeit more slowly, figures show. Natural wine has been called “going further than organic” and described by US magazine Eating Well as the “cleanest wine option”. It is often explained as wine that is made with as few interventions or additions as possible – including no synthetic or even organic treatments, fertilisers, or chemicals; no oak character from barrels, no filtering, and no added sulfites (sulfur dioxide, sometimes added to other wine to increase its shelf life). This is in contrast to organic wine, which is made and harvested with organic-certified grapes, but can sometimes include certain non-synthetic treatments and chemicals at certain stages of the process, depending on the producer. Some organic producers in Europe may also add small amounts of sulfites (less than 100 parts per million (ppm) for reds, and 150 ppm for whites) to increase the shelf life of organic wine. Natural wine producer Gilles Contrepois, from the Aude, began making natural wine in 2004, and believes it is “clear” that enthusiasm for natural wine is growing – although currently, the natural wine market is small, and represents 1% of the entire wine production in France. Mr Contrepois told local news source France 3: “People want to go further than organic, especially young consumers. There is clearly a craze for natural wine. We hear of ‘organic bashing’ more and more. Organic isn’t enough, because people know that there are still sulfites in the wine. “Consumers, especially young people, want to go further. I am convinced that we are really going to change the world of wine consumption, to go further into more interesting products, rather than boring wines without any surprises.” This month, Mr Contrepois will participate – along with 17 other local natural wine producers – in the second annual edition of Durban Corbières, a salon of natural wine, in the hautes Corbières. SOURCE : https://www.connexionfrance.com/French-news/France-to-become-world-consumer-of-organic-wine-by-2021-overtaking-Germany-as-natural-wine-grows-too

French Online Retail Sales Could Top €100bn In 2019

French shoppers are on course to spend over €100 billion on online in 2019, a rise of at least 8% on last year, as they splurge some €20 billion on web purchases over the Christmas period, France’s Fevad e-commerce federation said. French consumers spent €18.3 billion online during the festive season in 2018, which also encompasses Black Friday sales, according to Fevad. Amazon’s push into France has put pressure on traditional retailers such as supermarket group Carrefour to step up their online strategies, spurring growth in the sector. France is one of the leaders in Europe for online grocery shopping.   SOURCE : https://www.esmmagazine.com/retail/french-online-retail-sales-top-e100bn-2019-82837

E.Leclerc Outperforms Rest Of French Market In Latest Kantar Figures

French retail market leader E.Leclerc posted a 70 basis point increase in the period from October 7 to November 3, according to the latest market share data from Kantar. The group now holds 21.1% of the market, with an increase of 350,000 customers in the P11 period. According to Kantar, Lidl also posted strong growth in the period, growing 60 basis points to put it on 6.2% market share. The discounter recruited more than 400,000 households in the period. Elsewhere, Le Groupement Les Mousquetaires, which operates the Intermarché banner, saw a 20 basis point rise, to hold 15.7%, while Système U grew by 10 basis points. Hypermarket Challenges Carrefour’s hypermarket operation continued to find the going tough in the period, with a 40 basis point decline to put it on 10% market share, while there was also a 10 basis point decline for its Carrefour Market operation. Auchan’s hypermarkets also saw a fall, of 50 basis points, to 7.3% market share. The online channel continued to gain share in the period, Kantar added, with online now accounting for 6.6% of total sales, and an additional 300,000 homes shopping online.   SOURCE : https://www.esmmagazine.com/retail/e-leclerc-outperforms-rest-french-market-latest-kantar-figures-82839

French Online Retail Sales Could Top €100bn In 2019

French shoppers are on course to spend over €100 billion on online in 2019, a rise of at least 8% on last year, as they splurge some €20 billion on web purchases over the Christmas period, France’s Fevad e-commerce federation said. French consumers spent €18.3 billion online during the festive season in 2018, which also encompasses Black Friday sales, according to Fevad. Amazon’s push into France has put pressure on traditional retailers such as supermarket group Carrefour to step up their online strategies, spurring growth in the sector. France is one of the leaders in Europe for online grocery shopping.   SOURCE : https://www.esmmagazine.com/retail/french-online-retail-sales-top-e100bn-2019-82837

E.Leclerc Outperforms Rest Of French Market In Latest Kantar Figures

French retail market leader E.Leclerc posted a 70 basis point increase in the period from October 7 to November 3, according to the latest market share data from Kantar. The group now holds 21.1% of the market, with an increase of 350,000 customers in the P11 period. According to Kantar, Lidl also posted strong growth in the period, growing 60 basis points to put it on 6.2% market share. The discounter recruited more than 400,000 households in the period. Elsewhere, Le Groupement Les Mousquetaires, which operates the Intermarché banner, saw a 20 basis point rise, to hold 15.7%, while Système U grew by 10 basis points. Hypermarket Challenges Carrefour’s hypermarket operation continued to find the going tough in the period, with a 40 basis point decline to put it on 10% market share, while there was also a 10 basis point decline for its Carrefour Market operation. Auchan’s hypermarkets also saw a fall, of 50 basis points, to 7.3% market share. The online channel continued to gain share in the period, Kantar added, with online now accounting for 6.6% of total sales, and an additional 300,000 homes shopping online.   SOURCE : https://www.esmmagazine.com/retail/e-leclerc-outperforms-rest-french-market-latest-kantar-figures-82839

Campaign will aim to show Welsh Lamb and Beef is ‘sustainable’

A NEW, £250,000 multi-media marketing campaign to promote the positive environmental story behind Welsh Lamb and Welsh Beef was launched by Hybu Cig Cymru – Meat Promotion Wales (HCC) at its annual conference. HCC’s chairman Kevin Roberts said its board had dipped into financial reserves to underpin the winter and spring awareness-raising drive, incorporating traditional and new media advertising and led by the industry’s farming champions. It will highlight that beef and lamb produced the ‘Welsh Way’ – the theme of the conference – can be a positive choice for environmentally-conscious consumers. “We will defend, and positively commend, our industry’s position on climate change,” he told the red meat authority’s annual conference at Builth Wells, last week. “We say that it’s time to combat the constant rat-tat-tat of cheap jibes and false claims on matters that make a great difference to our businesses regarding veganism and environmental issues. Mr Roberts added: “We’ll make consumers more aware of how the Welsh Way of rearing livestock is completely different from intensive production systems elsewhere. Our way is non-intensive, our landscape is ideally suited to rearing livestock on natural grass and rainfall, and our farms act as a carbon sink which can help mitigate climate change.” The investment, which is additional to already-planned promotional spending in the British market, will feature marketing through HCC’s award-winning targeted social media strategy, as well as targeted advertising on digital TV and print media. “We have a positive message for consumers who are worried about climate change – lamb and beef produced the ‘Welsh Way’ is part of the solution, not part of the problem,” said Mr Roberts. “British consumers want to know that their meat is produced responsibly, in non-intensive systems. This is exactly the story that we can tell about Welsh livestock farming.”  SOURCE : https://www.countytimes.co.uk/news/18042905.campaign-will-aim-show-welsh-lamb-beef-sustainable/

EU Mixed Fruit And Vegetable Juice Market – France Is The Largest And Fastest-Growing Consumer

IndexBox has just published a new report: ‘EU – Mixtures Of Fruit And Vegetable Juices – Market Analysis, Forecast, Size, Trends And Insights’. Here is a summary of the report’s key findings. The revenue of the mixed juices market in the European Union amounted to $3B in 2018, flattening at the previous year. This figure reflects the total revenues of producers and importers (excluding logistics costs, retail marketing costs, and retailers’ margins, which will be included in the final consumer price). In general, mixed juices consumption continues to indicate a relatively flat trend pattern. The pace of growth was the most pronounced in 2011 with an increase of 11% against the previous year. The level of mixed juices consumption peaked at $3.2B in 2008; however, from 2009 to 2018, consumption stood at a somewhat lower figure. Consumption By Country in the EU The countries with the highest volumes of mixed juices consumption in 2018 were Germany (539K tonnes), France (496K tonnes) and the UK (413K tonnes), together comprising 63% of total consumption. From 2008 to 2018, the most notable rate of growth in terms of mixed juices consumption, amongst the main consuming countries, was attained by France, while the other leaders experienced more modest paces of growth. In value terms, France ($670M), the UK ($648M) and Germany ($578M) were the countries with the highest levels of market value in 2018, with a combined 64% share of the total market. The countries with the highest levels of mixed juices per capita consumption in 2018 were France (7,591 kg per 1000 persons), Germany (6,555 kg per 1000 persons) and the UK (6,188 kg per 1000 persons). From 2008 to 2018, the most notable rate of growth in terms of mixed juices per capita consumption, amongst the main consuming countries, was attained by France, while the other leaders experienced more modest paces of growth. Production in the EU In 2018, the amount of mixtures of fruit and vegetable juices produced in the European Union amounted to 2.2M tonnes, reducing by -7.6% against the previous year. In general, mixed juices production continues to indicate a mild deduction. The growth pace was the most rapid in 2016 when production volume increased by 6% y-o-y. Over the period under review, mixed juices production reached its peak figure volume at 2.5M tonnes in 2008; however, from 2009 to 2018, production stood at a somewhat lower figure. In value terms, mixed juices production totaled $2.5B in 2018 estimated in export prices. In general, mixed juices production continues to indicate a temperate downturn. The pace of growth was the most pronounced in 2011 with an increase of 14% against the previous year. Over the period under review, mixed juices production attained its peak figure level at $3.1B in 2008; however, from 2009 to 2018, production failed to regain its momentum. Production By Country in the EU The countries with the highest volumes of mixed juices production in 2018 were Germany (631K tonnes), the Netherlands (349K tonnes) and France (245K tonnes), together accounting for 55% of total production. From 2008 to 2018, the most notable rate of growth in terms of mixed juices production, amongst the main producing countries, was attained by France, while the other leaders experienced more modest paces of growth. Exports in the EU In 2018, the mixed juices exports in the European Union stood at 960K tonnes, picking up by 7.6% against the previous year. The total exports indicated a strong increase from 2008 to 2018: its volume increased at an average annual rate of +4.8% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2018 figures, mixed juices exports increased by +72.2% against 2015 indices. The most prominent rate of growth was recorded in 2017 with an increase of 33% against the previous year. Over the period under review, mixed juices exports reached their peak figure in 2018 and are likely to continue its growth in the near future. In value terms, mixed juices exports stood at $1.2B (IndexBox estimates) in 2018. The total exports indicated conspicuous growth from 2008 to 2018: its value increased at an average annual rate of +4.8% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2018 figures, mixed juices exports increased by +86.4% against 2015 indices. The most prominent rate of growth was recorded in 2017 with an increase of 30% against the previous year. The level of exports peaked in 2018 and are expected to retain its growth in the near future. Exports by Country The Netherlands (334K tonnes) and Germany (243K tonnes) represented the main exporters of mixtures of fruit and vegetable juices in 2018, amounting to approx. 35% and 25% of total exports, respectively. It was distantly followed by Spain (110K tonnes), Belgium (67K tonnes) and the UK (58K tonnes), together making up a 24% share of total exports. France (38K tonnes) and Poland (24K tonnes) followed a long way behind the leaders. From 2008 to 2018, the most notable rate of growth in terms of exports, amongst the main exporting countries, was attained by the UK, while the other leaders experienced more modest paces of growth. In value terms, the Netherlands ($420M), Germany ($262M) and Spain ($136M) were the countries with the highest levels of exports in 2018, together accounting for 69% of total exports. These countries were followed by the UK, Belgium, France and Poland, which together accounted for a further 21%. In terms of the main exporting countries, the UK recorded the highest rates of growth with regard to exports, over the last decade, while the other leaders experienced more modest paces of growth. Export Prices by Country The mixed juices export price in the European Union stood at $1,233 per tonne in 2018, surging by 12% against the previous year. Overall, the mixed juices export price, however, continues to indicate a mild descent. The most prominent rate of growth was recorded in 2011 when the export price increased by 14% y-o-y. Over the period under review, the export prices for mixtures of fruit and vegetable juices reached their maximum at $1,436 per tonne in 2008; however, from 2009 to 2018, export prices remained at a lower figure. Average prices varied somewhat amongst the major exporting countries. In 2018, major exporting countries recorded the following prices: in the UK ($1,568 per tonne) and France ($1,284 per tonne), while Germany ($1,076 per tonne) and Poland ($1,103 per tonne) were amongst the lowest. From 2008 to 2018, the most notable rate of growth in terms of prices was attained by Spain, while the other leaders experienced mixed trends in the export price figures. Imports in the EU In 2018, the amount of mixtures of fruit and vegetable juices imported in the European Union stood at 1.1M tonnes, surging by 9.8% against the previous year. The total imports indicated a resilient increase from 2008 to 2018: its volume increased at an average annual rate of +6.6% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2018 figures, mixed juices imports increased by +86.8% against 2012 indices. The most prominent rate of growth was recorded in 2017 with an increase of 46% against the previous year. The volume of imports peaked in 2018 and are expected to retain its growth in the immediate term. In value terms, mixed juices imports totaled $1.1B (IndexBox estimates) in 2018. The total imports indicated a strong expansion from 2008 to 2018: its value increased at an average annual rate of +6.6% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2018 figures, mixed juices imports increased by +60.7% against 2015 indices. The most prominent rate of growth was recorded in 2017 with an increase of 44% year-to-year. The level of imports peaked in 2018 and are likely to continue its growth in the near future. Imports by Country The UK (292K tonnes) and France (289K tonnes) represented roughly 55% of total imports of mixtures of fruit and vegetable juices in 2018. Germany (151K tonnes) ranks next in terms of the total imports with a 14% share, followed by the Netherlands (5.5%) and Belgium (4.9%). Sweden (30K tonnes), Austria (24K tonnes), Denmark (21K tonnes), Portugal (19K tonnes), Spain (17K tonnes) and Poland (16K tonnes) followed a long way behind the leaders. From 2008 to 2018, the most notable rate of growth in terms of imports, amongst the main importing countries, was attained by the UK, while the other leaders experienced more modest paces of growth. In value terms, the largest mixed juices importing markets in the European Union were France ($277M), the UK ($252M) and Germany ($202M), with a combined 65% share of total imports. The UK recorded the highest rates of growth with regard to imports, among the main importing countries over the last decade, while the other leaders experienced more modest paces of growth. Import Prices by Country In 2018, the mixed juices import price in the European Union amounted to $1,071 per tonne, remaining stable against the previous year. In general, the mixed juices import price, however, continues to indicate a moderate reduction. The most prominent rate of growth was recorded in 2011 when the import price increased by 9.3% year-to-year. The level of import price peaked at $1,365 per tonne in 2008; however, from 2009 to 2018, import prices failed to regain their momentum. There were significant differences in the average prices amongst the major importing countries. In 2018, the country with the highest price was Poland ($1,575 per tonne), while Portugal ($715 per tonne) was amongst the lowest. From 2008 to 2018, the most notable rate of growth in terms of prices was attained by Denmark, while the other leaders experienced mixed trends in the import price figures. SOURCE : https://www.globaltrademag.com/eu-mixed-fruit-and-vegetable-juice-market-france-is-the-largest-and-fastest-growing-consumer/

Campaign will aim to show Welsh Lamb and Beef is ‘sustainable’

A NEW, £250,000 multi-media marketing campaign to promote the positive environmental story behind Welsh Lamb and Welsh Beef was launched by Hybu Cig Cymru – Meat Promotion Wales (HCC) at its annual conference. HCC’s chairman Kevin Roberts said its board had dipped into financial reserves to underpin the winter and spring awareness-raising drive, incorporating traditional and new media advertising and led by the industry’s farming champions. It will highlight that beef and lamb produced the ‘Welsh Way’ – the theme of the conference – can be a positive choice for environmentally-conscious consumers. “We will defend, and positively commend, our industry’s position on climate change,” he told the red meat authority’s annual conference at Builth Wells, last week. “We say that it’s time to combat the constant rat-tat-tat of cheap jibes and false claims on matters that make a great difference to our businesses regarding veganism and environmental issues. Mr Roberts added: “We’ll make consumers more aware of how the Welsh Way of rearing livestock is completely different from intensive production systems elsewhere. Our way is non-intensive, our landscape is ideally suited to rearing livestock on natural grass and rainfall, and our farms act as a carbon sink which can help mitigate climate change.” The investment, which is additional to already-planned promotional spending in the British market, will feature marketing through HCC’s award-winning targeted social media strategy, as well as targeted advertising on digital TV and print media. “We have a positive message for consumers who are worried about climate change – lamb and beef produced the ‘Welsh Way’ is part of the solution, not part of the problem,” said Mr Roberts. “British consumers want to know that their meat is produced responsibly, in non-intensive systems. This is exactly the story that we can tell about Welsh livestock farming.” SOURCE : https://www.countytimes.co.uk/news/18042905.campaign-will-aim-show-welsh-lamb-beef-sustainable/

EU Mixed Fruit and Vegetable Juice Market – France Is the Largest and Fastest-Growing Consumer

IndexBox has just published a new report: ‘EU – Mixtures Of Fruit And Vegetable Juices – Market Analysis, Forecast, Size, Trends And Insights’. Here is a summary of the report’s key findings. The revenue of the mixed juices market in the European Union amounted to $3B in 2018, flattening at the previous year. This figure reflects the total revenues of producers and importers (excluding logistics costs, retail marketing costs, and retailers’ margins, which will be included in the final consumer price). In general, mixed juices consumption continues to indicate a relatively flat trend pattern. The pace of growth was the most pronounced in 2011 with an increase of 11% against the previous year. The level of mixed juices consumption peaked at $3.2B in 2008; however, from 2009 to 2018, consumption stood at a somewhat lower figure. Consumption By Country in the EU The countries with the highest volumes of mixed juices consumption in 2018 were Germany (539K tonnes), France (496K tonnes) and the UK (413K tonnes), together comprising 63% of total consumption. From 2008 to 2018, the most notable rate of growth in terms of mixed juices consumption, amongst the main consuming countries, was attained by France, while the other leaders experienced more modest paces of growth. In value terms, France ($670M), the UK ($648M) and Germany ($578M) were the countries with the highest levels of market value in 2018, with a combined 64% share of the total market. The countries with the highest levels of mixed juices per capita consumption in 2018 were France (7,591 kg per 1000 persons), Germany (6,555 kg per 1000 persons) and the UK (6,188 kg per 1000 persons). From 2008 to 2018, the most notable rate of growth in terms of mixed juices per capita consumption, amongst the main consuming countries, was attained by France, while the other leaders experienced more modest paces of growth. Production in the EU In 2018, the amount of mixtures of fruit and vegetable juices produced in the European Union amounted to 2.2M tonnes, reducing by -7.6% against the previous year. In general, mixed juices production continues to indicate a mild deduction. The growth pace was the most rapid in 2016 when production volume increased by 6% y-o-y. Over the period under review, mixed juices production reached its peak figure volume at 2.5M tonnes in 2008; however, from 2009 to 2018, production stood at a somewhat lower figure. In value terms, mixed juices production totaled $2.5B in 2018 estimated in export prices. In general, mixed juices production continues to indicate a temperate downturn. The pace of growth was the most pronounced in 2011 with an increase of 14% against the previous year. Over the period under review, mixed juices production attained its peak figure level at $3.1B in 2008; however, from 2009 to 2018, production failed to regain its momentum. Production By Country in the EU The countries with the highest volumes of mixed juices production in 2018 were Germany (631K tonnes), the Netherlands (349K tonnes) and France (245K tonnes), together accounting for 55% of total production. From 2008 to 2018, the most notable rate of growth in terms of mixed juices production, amongst the main producing countries, was attained by France, while the other leaders experienced more modest paces of growth. Exports in the EU In 2018, the mixed juices exports in the European Union stood at 960K tonnes, picking up by 7.6% against the previous year. The total exports indicated a strong increase from 2008 to 2018: its volume increased at an average annual rate of +4.8% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2018 figures, mixed juices exports increased by +72.2% against 2015 indices. The most prominent rate of growth was recorded in 2017 with an increase of 33% against the previous year. Over the period under review, mixed juices exports reached their peak figure in 2018 and are likely to continue its growth in the near future. In value terms, mixed juices exports stood at $1.2B (IndexBox estimates) in 2018. The total exports indicated conspicuous growth from 2008 to 2018: its value increased at an average annual rate of +4.8% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2018 figures, mixed juices exports increased by +86.4% against 2015 indices. The most prominent rate of growth was recorded in 2017 with an increase of 30% against the previous year. The level of exports peaked in 2018 and are expected to retain its growth in the near future. Exports by Country The Netherlands (334K tonnes) and Germany (243K tonnes) represented the main exporters of mixtures of fruit and vegetable juices in 2018, amounting to approx. 35% and 25% of total exports, respectively. It was distantly followed by Spain (110K tonnes), Belgium (67K tonnes) and the UK (58K tonnes), together making up a 24% share of total exports. France (38K tonnes) and Poland (24K tonnes) followed a long way behind the leaders. From 2008 to 2018, the most notable rate of growth in terms of exports, amongst the main exporting countries, was attained by the UK, while the other leaders experienced more modest paces of growth. In value terms, the Netherlands ($420M), Germany ($262M) and Spain ($136M) were the countries with the highest levels of exports in 2018, together accounting for 69% of total exports. These countries were followed by the UK, Belgium, France and Poland, which together accounted for a further 21%. In terms of the main exporting countries, the UK recorded the highest rates of growth with regard to exports, over the last decade, while the other leaders experienced more modest paces of growth. Export Prices by Country The mixed juices export price in the European Union stood at $1,233 per tonne in 2018, surging by 12% against the previous year. Overall, the mixed juices export price, however, continues to indicate a mild descent. The most prominent rate of growth was recorded in 2011 when the export price increased by 14% y-o-y. Over the period under review, the export prices for mixtures of fruit and vegetable juices reached their maximum at $1,436 per tonne in 2008; however, from 2009 to 2018, export prices remained at a lower figure. Average prices varied somewhat amongst the major exporting countries. In 2018, major exporting countries recorded the following prices: in the UK ($1,568 per tonne) and France ($1,284 per tonne), while Germany ($1,076 per tonne) and Poland ($1,103 per tonne) were amongst the lowest. From 2008 to 2018, the most notable rate of growth in terms of prices was attained by Spain, while the other leaders experienced mixed trends in the export price figures. Imports in the EU In 2018, the amount of mixtures of fruit and vegetable juices imported in the European Union stood at 1.1M tonnes, surging by 9.8% against the previous year. The total imports indicated a resilient increase from 2008 to 2018: its volume increased at an average annual rate of +6.6% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2018 figures, mixed juices imports increased by +86.8% against 2012 indices. The most prominent rate of growth was recorded in 2017 with an increase of 46% against the previous year. The volume of imports peaked in 2018 and are expected to retain its growth in the immediate term. In value terms, mixed juices imports totaled $1.1B (IndexBox estimates) in 2018. The total imports indicated a strong expansion from 2008 to 2018: its value increased at an average annual rate of +6.6% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2018 figures, mixed juices imports increased by +60.7% against 2015 indices. The most prominent rate of growth was recorded in 2017 with an increase of 44% year-to-year. The level of imports peaked in 2018 and are likely to continue its growth in the near future. Imports by Country The UK (292K tonnes) and France (289K tonnes) represented roughly 55% of total imports of mixtures of fruit and vegetable juices in 2018. Germany (151K tonnes) ranks next in terms of the total imports with a 14% share, followed by the Netherlands (5.5%) and Belgium (4.9%). Sweden (30K tonnes), Austria (24K tonnes), Denmark (21K tonnes), Portugal (19K tonnes), Spain (17K tonnes) and Poland (16K tonnes) followed a long way behind the leaders. From 2008 to 2018, the most notable rate of growth in terms of imports, amongst the main importing countries, was attained by the UK, while the other leaders experienced more modest paces of growth. In value terms, the largest mixed juices importing markets in the European Union were France ($277M), the UK ($252M) and Germany ($202M), with a combined 65% share of total imports. The UK recorded the highest rates of growth with regard to imports, among the main importing countries over the last decade, while the other leaders experienced more modest paces of growth. Import Prices by Country In 2018, the mixed juices import price in the European Union amounted to $1,071 per tonne, remaining stable against the previous year. In general, the mixed juices import price, however, continues to indicate a moderate reduction. The most prominent rate of growth was recorded in 2011 when the import price increased by 9.3% year-to-year. The level of import price peaked at $1,365 per tonne in 2008; however, from 2009 to 2018, import prices failed to regain their momentum. There were significant differences in the average prices amongst the major importing countries. In 2018, the country with the highest price was Poland ($1,575 per tonne), while Portugal ($715 per tonne) was amongst the lowest. From 2008 to 2018, the most notable rate of growth in terms of prices was attained by Denmark, while the other leaders experienced mixed trends in the import price figures. SOURCE : https://www.globaltrademag.com/eu-mixed-fruit-and-vegetable-juice-market-france-is-the-largest-and-fastest-growing-consumer/

European Food Industry Insiders Experience Welsh Farming

Groups of journalists and importers from Sweden and the Netherlands have experienced Welsh sheep farming for the first time in a Welsh farm to fork experience to learn more about PGI Welsh Lamb. A group of food journalists from key Swedish food magazines toured Carmarthenshire and visited a traditional Welsh hill farm in Pumsaint earlier in the summer. The group saw how Welsh Lamb is farmed in a natural environment as well as seeing butchery demonstrations and sampling Welsh Lamb cuisine also. Meanwhile, more recently a crew of Dutch Meat Association butchers and meat importers explored Wales from south to north. The group travelled the country, visiting restaurants serving Welsh cuisine  and several of Wales’ processing sites in order to see the high standards adhered to in the Welsh red meat sector. The visits were organised by Hybu Cig Cymru – Meat Promotion Wales (HCC) to encourage more sales of PGI Welsh Lamb and raise the product’s profile with European consumers. Significant coverage was gained from the Swedish inward mission and the Dutch Meat Association are a step closer in securing PGI Welsh Lamb shipments. Dunia Jamil, editor of leading Swedish food magazine Butikstrender wrote about her visit and Welsh Lamb, commenting ‘there are good natural conditions found for lambs in Wales as we could see on the spot. There are extensive pastures and green ground with streams and rivers in a varied terrain. Wales is excellent through the contrast of pastures in the lowland environment and the highlands with the hills and mountains.’ She continued ‘The conditions for production of lamb in harmony with nature and environment has also caused the EU to give Welsh Lamb PGI status – that is Protected Geographical Indication…that places Welsh Lamb in the same category as Parma Ham or Champagne as another example.’ HCC’s Export Market Development Executive, Deanna Jones, commented: The benefits of hosting these types of visits cannot be underestimated. Giving importers and journalists a first-hand experience of the product and the PGI Welsh Lamb story is highly beneficial; in this instance the journalists were in their element exploring Welsh fields and farmland which has resulted in great press coverage and a greater awareness of PGI Welsh Lamb in Sweden.’ SOURCE : https://businessnewswales.com/european-food-industry-insiders-experience-welsh-farming/

European Food Industry Insiders Experience Welsh Farming

Groups of journalists and importers from Sweden and the Netherlands have experienced Welsh sheep farming for the first time in a Welsh farm to fork experience to learn more about PGI Welsh Lamb. A group of food journalists from key Swedish food magazines toured Carmarthenshire and visited a traditional Welsh hill farm in Pumsaint earlier in the summer. The group saw how Welsh Lamb is farmed in a natural environment as well as seeing butchery demonstrations and sampling Welsh Lamb cuisine also. Meanwhile, more recently a crew of Dutch Meat Association butchers and meat importers explored Wales from south to north. The group travelled the country, visiting restaurants serving Welsh cuisine  and several of Wales’ processing sites in order to see the high standards adhered to in the Welsh red meat sector. The visits were organised by Hybu Cig Cymru – Meat Promotion Wales (HCC) to encourage more sales of PGI Welsh Lamb and raise the product’s profile with European consumers. Significant coverage was gained from the Swedish inward mission and the Dutch Meat Association are a step closer in securing PGI Welsh Lamb shipments. Dunia Jamil, editor of leading Swedish food magazine Butikstrender wrote about her visit and Welsh Lamb, commenting ‘there are good natural conditions found for lambs in Wales as we could see on the spot. There are extensive pastures and green ground with streams and rivers in a varied terrain. Wales is excellent through the contrast of pastures in the lowland environment and the highlands with the hills and mountains.’ She continued ‘The conditions for production of lamb in harmony with nature and environment has also caused the EU to give Welsh Lamb PGI status – that is Protected Geographical Indication…that places Welsh Lamb in the same category as Parma Ham or Champagne as another example.’ HCC’s Export Market Development Executive, Deanna Jones, commented: The benefits of hosting these types of visits cannot be underestimated. Giving importers and journalists a first-hand experience of the product and the PGI Welsh Lamb story is highly beneficial; in this instance the journalists were in their element exploring Welsh fields and farmland which has resulted in great press coverage and a greater awareness of PGI Welsh Lamb in Sweden.’ SOURCE : https://businessnewswales.com/european-food-industry-insiders-experience-welsh-farming/

Carrefour advances in its new shop-in-shop strategy

Carrefour continues to advance its hypermarket strategy in France with the development of the shop-in-shop concept. After signing agreements with specialized stores such as Darty (consumer electronics) or Tediber (mattresses), now it’s time for the Aubert baby products chain. The company wants to continue accelerating the sales of non-food products in its hypermarkets and for this, it is signing alliances with specialized operators that allow the installation of stores inside its hypermarkets. Thus, Aubert, the specialist in children’s products, will open in mid-November a shop-in-shop of 280 square meters in the Carrefour hypermarket in the town of Claye-Souilly. The brand will install its own commercial equipment, with its employees and its own collection system. However, this alliance does not end here, as the implementation of a second Carrefour project with Aubert, scheduled for 2020, is planned. SOURCE : https://www.internationalsupermarketnews.com/carrefour-advances-in-its-new-shop-in-shop-strategy/

Casino Agrees To Sell Poultry Production Plant To France’s LDC

French supermarket retailer Casino has announced that it has signed an agreement to sell its Luché Tradition Volailles poultry production unit to LDC, a family-run food and poultry business. The transaction will be finalised over the next few weeks following consultation with Luché Tradition Volailles’ employee representatives, Casino said. All employees of the poultry production unit will continue to work with the company. Luché Tradition Volailles specialises in the production and packaging of raw, ultra-fresh poultry products. Modernisation Project The retail group acquired the production unit in 2015 and has invested in a large-scale modernisation project to manufacture products from organic ingredients and livestock raised without antibiotics. The plant, located in Luché-Pringé near Le Mans, employs around 131 people. LDC, a manufacturer of poultry and prepared meals in France, generated revenue of €4.1 billion in 2018. Apart from manufacturing private-label products for retailers, the company also sells products under the Loué, Le Gaulois, Maître Coq and Marie brands. It operates 86 production plants in France and Europe and employs more than 21,800 people. Based in Sablé-sur-Sarthe in the Loire Valley region, LDC’s association with the Casino Group dates back to 1970. Casino described the transaction as “an opportunity for the Casino Group and LDC to combine their resources and thereby strengthen the high-quality French poultry chain.” SOURCE : https://www.esmmagazine.com/supply-chain/casino-agrees-to-sell-poultry-production-plant-to-frances-ldc-81196

Carrefour advances in its new shop-in-shop strategy

Carrefour continues to advance its hypermarket strategy in France with the development of the shop-in-shop concept. After signing agreements with specialized stores such as Darty (consumer electronics) or Tediber (mattresses), now it’s time for the Aubert baby products chain. The company wants to continue accelerating the sales of non-food products in its hypermarkets and for this, it is signing alliances with specialized operators that allow the installation of stores inside its hypermarkets. Thus, Aubert, the specialist in children’s products, will open in mid-November a shop-in-shop of 280 square meters in the Carrefour hypermarket in the town of Claye-Souilly. The brand will install its own commercial equipment, with its employees and its own collection system. However, this alliance does not end here, as the implementation of a second Carrefour project with Aubert, scheduled for 2020, is planned. SOURCE : https://www.internationalsupermarketnews.com/carrefour-advances-in-its-new-shop-in-shop-strategy/

Casino Agrees To Sell Poultry Production Plant To France’s LDC

French supermarket retailer Casino has announced that it has signed an agreement to sell its Luché Tradition Volailles poultry production unit to LDC, a family-run food and poultry business. The transaction will be finalised over the next few weeks following consultation with Luché Tradition Volailles’ employee representatives, Casino said. All employees of the poultry production unit will continue to work with the company. Luché Tradition Volailles specialises in the production and packaging of raw, ultra-fresh poultry products. Modernisation Project The retail group acquired the production unit in 2015 and has invested in a large-scale modernisation project to manufacture products from organic ingredients and livestock raised without antibiotics. The plant, located in Luché-Pringé near Le Mans, employs around 131 people. LDC, a manufacturer of poultry and prepared meals in France, generated revenue of €4.1 billion in 2018. Apart from manufacturing private-label products for retailers, the company also sells products under the Loué, Le Gaulois, Maître Coq and Marie brands. It operates 86 production plants in France and Europe and employs more than 21,800 people. Based in Sablé-sur-Sarthe in the Loire Valley region, LDC’s association with the Casino Group dates back to 1970. Casino described the transaction as “an opportunity for the Casino Group and LDC to combine their resources and thereby strengthen the high-quality French poultry chain.” SOURCE : https://www.esmmagazine.com/supply-chain/casino-agrees-to-sell-poultry-production-plant-to-frances-ldc-81196

Green Seed UK at Bread and Jam Fest

Simon Waring will be one of the expert speakers at Bread and Jam, the London based event of the year for emerging food and drink brands taking place in October. Simon will be running a workshop on when is the right time to start exporting and how to go about it. Green Seed is 10 years old this year and has worked side by side with well over 100 exporters from the UK and other markets, helping them to tailor their innovation to meet the commercial market demands of international retailers and foodservice businesses and their consumers.

More agile initiatives from retailers outside the ‘Big 4’

Growth among the Top 4 retailers continues to stall in the UK, despite inflation in grocery being at an 18 month high and some of the more interesting developments are taking place among the smaller players: Marks & Spencer is revamping its food offer, and a recent initiative – with the accent on both theatre and provenance – is vertical farms for herbs, allowing customers to select directly from store. In the coming year their partnership with Ocado will go live, with the fast-growing online retailer offering M&S own label products to highlight their premium proposition to shoppers as part of their range.  This partnership will finally give M&S a strong online platform for online food delivery as part of its proposition. Meanwhile discounter Aldi reports another strong year with +11% increase in sales (to Dec 2018) and turnover of £11.3 billion – with plans to double its stores numbers in the Greater London area to 100 by 2025.  Following greater emphasis on fresh food, this now accounts for approx. 50% of all sales through its stores.

French market shares: E Leclerc and Lidl with steady steps

From August 5 to September 1, Leclerc recorded the largest increase in sales of PGC and self-service fees with a jump of 0.6 point to reach 21.9% market share. According to Kantar, this dynamic is due to “an increase in traffic linked to the recruitment of more than 500,000 households and the maintenance of the frequency of purchase of the brand’s customers”. With a gain of 0.4 points, Lidl reaches again the 6% market share. In August, the German-born distributor captured 5.9% of French household spending. “Lidl has attracted more than 400,000 new homes in its stores while benefiting from well-oriented baskets,” says Kantar. The other winners of the period are the Musketeers and System U. The group of Musketeers gained 0.3 points and weighs 15.2% of the expenses over the month of August. 14.1% for the only Intermarché brand. The New Traders, meanwhile, also gain ground (+0.2 points) and reach 11.5% of market share over the period. The month of August and the start of the season, however, were much more difficult for other distributors. According to our information, the Casino and Carrefour groups suffered the most, with respective decreases of -0.7 points and -0.4 points. SOURCE : https://www.internationalsupermarketnews.com/french-market-shares-e-leclerc-and-lidl-with-steady-steps/

French market shares: E Leclerc and Lidl with steady steps

From August 5 to September 1, Leclerc recorded the largest increase in sales of PGC and self-service fees with a jump of 0.6 point to reach 21.9% market share. According to Kantar, this dynamic is due to “an increase in traffic linked to the recruitment of more than 500,000 households and the maintenance of the frequency of purchase of the brand’s customers”. With a gain of 0.4 points, Lidl reaches again the 6% market share. In August, the German-born distributor captured 5.9% of French household spending. “Lidl has attracted more than 400,000 new homes in its stores while benefiting from well-oriented baskets,” says Kantar. The other winners of the period are the Musketeers and System U. The group of Musketeers gained 0.3 points and weighs 15.2% of the expenses over the month of August. 14.1% for the only Intermarché brand. The New Traders, meanwhile, also gain ground (+0.2 points) and reach 11.5% of market share over the period. The month of August and the start of the season, however, were much more difficult for other distributors. According to our information, the Casino and Carrefour groups suffered the most, with respective decreases of -0.7 points and -0.4 points. SOURCE : https://www.internationalsupermarketnews.com/french-market-shares-e-leclerc-and-lidl-with-steady-steps/  

Carrefour opens Flash, the fully automated store

After many tests made by many retailers in the field of autonomous stores, Carrefour comes up with a new format, that is totally automated powred by the technological contribution of the American start-up AiFi.. the Flash store is Installed in Massy, ​​it takes the form of a 56 m² shop selling 1,500 references, mostly organic and MDD in dry and fresh. For the six-month test, only employees and service providers in the group will be able to access it. The point of sale, developed with the technology of the start-up AiFi, is full of sensors (weight and RFID) coupled to cameras. Thus, the basket is detected automatically, and payment can be made by credit card, by mobile with the Carrefour Pay application or by facial recognition for previously registered employees. In the photo published online by an employee of the distributor, we can see that the shop is in two parts: a more closed where the picking takes place while the payment version is done in a more open space and a stop must be marked. The slogan takes up the promise of speed: your shopping in the blink of an eye. SOURCE : https://www.internationalsupermarketnews.com/carrefour-opens-flash-the-fully-automated-store/

Carrefour opens Flash, the fully automated store

After many tests made by many retailers in the field of autonomous stores, Carrefour comes up with a new format, that is totally automated powred by the technological contribution of the American start-up AiFi.. the Flash store is Installed in Massy, ​​it takes the form of a 56 m² shop selling 1,500 references, mostly organic and MDD in dry and fresh. For the six-month test, only employees and service providers in the group will be able to access it. The point of sale, developed with the technology of the start-up AiFi, is full of sensors (weight and RFID) coupled to cameras. Thus, the basket is detected automatically, and payment can be made by credit card, by mobile with the Carrefour Pay application or by facial recognition for previously registered employees. In the photo published online by an employee of the distributor, we can see that the shop is in two parts: a more closed where the picking takes place while the payment version is done in a more open space and a stop must be marked. The slogan takes up the promise of speed: your shopping in the blink of an eye. SOURCE : https://www.internationalsupermarketnews.com/carrefour-opens-flash-the-fully-automated-store/

New alliances for the grocery sector

For the French market, the past year has seen a rapid increase in the number of partnerships between retailers and pure online players. From the collaboration of Monoprix and Amazon, Casino and Ocado to Carrefour’s alliances with Glovo and Google; the list goes on. But what is behind this new style of trading relationship within the grocery sector? As well as stocking grocery products on their sites, many online players have placed lockers at the sites of retailers, whereby consumers can collect products that they have ordered online. Regardless of if they are grocery related or not. With the likes of Casino, Match, E.Leclerc, Intermarché, and G20 all participating in this new system, it appears to be quickly changing the appearance of the market. For the retailers, this is bringing an influx of new consumers to their stores, but with purchases already made online, the challenge is directing this influx into stores to purchase goods. So far there has been no evidence to support that this has been successful. Currently, the lockers are simply serving as a convenient collection point for online players. Nevertheless, being partnered with giant companies such as Amazon has been favourable for the stock market price of these retailers. In contrast, pure online players are offering retailers new expertise in terms of data management, client interface, artificial intelligence (AI) and so on. Retailers already hold an abundance of data surrounding consumer purchasing habits (predominantly collected from customer loyalty schemes), but do not yet have the expertise to utilise it effectively. The technological advances given by online players contribute to quick and precise delivery times, personalised product recommendations and seamless online transactions for consumers. The proof of this can be seen with Monoprix and Naturalia – both subsidiaries of CASINO – who now offer delivery of 2000 products to Paris and its surrounding areas in less than two hours. All thanks to their partnerships with Amazon. This type of activity is helping retailers to respond to the needs and expectations of customers, whilst increasing their competitiveness by diversifying their activities and at the same time helping to drive brand loyalty. So, what’s in it for the online players? As with any online marketplace, a commission will be received by the online partner from the sales of goods on their sites, generating profit for them whilst reducing it for retailers. As food shopping accounts for almost 50% of consumer spending in developed countries, access to this market provides online players with steady, continuous revenue. Knowledge surrounding consumers and their purchasing habits, products and the associated logistics of supplying them is also transferred to online players, broadening their scope of expertise without taking any risks. With non-food retailers now following in the footsteps of these brands (e.g. Boulanger with Amazon), retailers are playing a dangerous game as they risk supporting the creation of what could become unstoppable competitors. SOURCES: LSA Conso, European Supermarket Magazine, Carrefour.com

Hema to sell products through Franprix supermarkets in Paris

Hema To Sell Products Through Franprix Supermarkets In Paris Dutch discount retail chain Hema has partnered with Casino Group’s subsidiary Franprix to sell its product assortments in the latter’s supermarkets in Paris. As part of the deal, Hema will initially open its shelves in 15 Franprix supermarkets in Paris to offer kitchen items, home decoration, stationery, basic clothing and home textiles to its customers. The companies will assess the results of this pilot launch, and will determine whether to expand launch to more Franprix stores in the future. Hema CEO Tjeerd Jegen said: “We are very pleased with the cooperation with Franprix. This will enable us to quickly expand our activities in France in a short period of time. “For the first time, we will also be selling HEMA products through the stores of another retailer. This step is in line with our strategy to grow through partners such as Franprix, but also Walmart in the US and Canada. It also contributes to our ambition to make HEMA an international brand.” Headquartered in Paris, Franprix currently operates more than over 800 local supermarkets. Established in 1926, Hema operates more than 750 stores in 12 countries offering 32,000 own brand products and services. It employs over 19,000 associates. In July this year, the company announced plans to expand to the US and Canada with new standalone stores and online channels. Hema also partnered with Walmart to offer its household products through Walmart.com in the US starting this summer. Franprix chairman and CEO Jean-Paul Mochet said: “This is the first time we have conducted such a large-scale partnership with a company outside the Casino group for such a large number of products and a brand that is so well known and appreciated by the French.” SOURCE : https://www.retail-insight-network.com/news/hema-products-franprix-supermarkets/

Hema to sell products through Franprix supermarkets in Paris

Dutch discount retail chain Hema has partnered with Casino Group’s subsidiary Franprix to sell its product assortments in the latter’s supermarkets in Paris. As part of the deal, Hema will initially open its shelves in 15 Franprix supermarkets in Paris to offer kitchen items, home decoration, stationery, basic clothing and home textiles to its customers. The companies will assess the results of this pilot launch, and will determine whether to expand launch to more Franprix stores in the future. Hema CEO Tjeerd Jegen said: “We are very pleased with the cooperation with Franprix. This will enable us to quickly expand our activities in France in a short period of time. “For the first time, we will also be selling HEMA products through the stores of another retailer. This step is in line with our strategy to grow through partners such as Franprix, but also Walmart in the US and Canada. It also contributes to our ambition to make HEMA an international brand.” Headquartered in Paris, Franprix currently operates more than over 800 local supermarkets. Established in 1926, Hema operates more than 750 stores in 12 countries offering 32,000 own brand products and services. It employs over 19,000 associates. In July this year, the company announced plans to expand to the US and Canada with new standalone stores and online channels. Hema also partnered with Walmart to offer its household products through Walmart.com in the US starting this summer. Franprix chairman and CEO Jean-Paul Mochet said: “This is the first time we have conducted such a large-scale partnership with a company outside the Casino group for such a large number of products and a brand that is so well known and appreciated by the French.” SOURCE : https://www.retail-insight-network.com/news/hema-products-franprix-supermarkets/

Intermarché starts redesigning its 1,826 stores

“The store today has real limits,” notes the leaders of Intermarché. The group of independent traders suddenly presented Wednesday in Douvaine, Haute-Savoie, its new concept of supermarkets. Fifty points of sale will adopt it in 2020. The transformation of the fleet of 1,826 units will then spread out at a rate of 300 to 500 points of sale per year. “We have to refresh the customer experience,” says ITM Alimentary President Thierry Cotillard. The brand is based on the evolution of consumer habits with a radicality that it assumes. All subjects of the new consumption are discussed. Besides the traditional dry fruit silos, laundry, dishwashing liquid, oil, vinegar and wines to the printer. The environmental concern is reinforced with the exclusion of plastic disposable cutlery and cutlery and the supply of reusable cotton nets for weighing fruit and vegetables. As at Carrefour, customers can bring their own containers. A new department called “The Kitchen” appears. It features prepared meals made on site. Intermarché is setting, even in a semi-rural area, at the time of “meal solutions”. The bio is developed with the ambition of 45% of organic brands in 2020. The Musketeers operate the lever of their industrial tool. AgroMousquestaires operates 62 plants in France and generates 4 billion euros in sales. It is the fourth agri-food group in France. SOURCE : https://www.internationalsupermarketnews.com/intermarche-starts-redesigning-its-1826-stores/

Intermarché starts redesigning its 1,826 stores

“The store today has real limits,” notes the leaders of Intermarché. The group of independent traders suddenly presented Wednesday in Douvaine, Haute-Savoie, its new concept of supermarkets. Fifty points of sale will adopt it in 2020. The transformation of the fleet of 1,826 units will then spread out at a rate of 300 to 500 points of sale per year. “We have to refresh the customer experience,” says ITM Alimentary President Thierry Cotillard. The brand is based on the evolution of consumer habits with a radicality that it assumes. All subjects of the new consumption are discussed. Besides the traditional dry fruit silos, laundry, dishwashing liquid, oil, vinegar and wines to the printer. The environmental concern is reinforced with the exclusion of plastic disposable cutlery and cutlery and the supply of reusable cotton nets for weighing fruit and vegetables. As at Carrefour, customers can bring their own containers. A new department called “The Kitchen” appears. It features prepared meals made on site. Intermarché is setting, even in a semi-rural area, at the time of “meal solutions”. The bio is developed with the ambition of 45% of organic brands in 2020. The Musketeers operate the lever of their industrial tool. AgroMousquestaires operates 62 plants in France and generates 4 billion euros in sales. It is the fourth agri-food group in France. SOURCE : https://www.internationalsupermarketnews.com/intermarche-starts-redesigning-its-1826-stores/

French Schools To Offer At Least One Meatless Lunch Per Week

‘It is the school’s role to teach students to eat less meat for their health’ French schools will be required to offer at least one full, meatless lunch per week starting November 1. The announcement follows an agriculture and food law (loi Egalim) that was passed back in 2018 – and states all schools need to offer at least one lunch every week that doesn’t contain meat or fish. ‘Obligations’ According to Local France, Greenpeace spokesman Laure Ducos said: “There has been very little information circulated from the Ministry and there has been no decree. “There are therefore some cities that believe that it is not mandatory because there has not been a decree, but that is not true: the law has passed and it is, therefore, important to recall these obligations.” Rodrigo Arenas, president of the Fédération des Conseils de Parents d’Elèves – who has worked alongside Greenpeace – added: “It is also the school’s role to teach students to eat less meat for their health.” ‘Brilliant’ Earlier this year, Celebrity chef Jamie Oliver said it would ‘brilliant’ if schools went vegetarian during an interview with The Herald Scotland, in which he promoted his new cookery show Meat-Free Meals. “Generally, what a child and what a family needs is the same as what the planet needs – more veg, more nuts, more seeds, more legumes,” the star added. “If I had a magic wand, I’d love to go to David Attenborough and say, ‘Can we do a show called My Health, My Planet?’ Because I think that’s the conversation now.” SOURCE : https://www.plantbasednews.org/lifestyle/french-schools-meatless-lunch

French Schools To Offer At Least One Meatless Lunch Per Week

‘It is the school’s role to teach students to eat less meat for their health’ French schools will be required to offer at least one full, meatless lunch per week starting November 1. The announcement follows an agriculture and food law (loi Egalim) that was passed back in 2018 – and states all schools need to offer at least one lunch every week that doesn’t contain meat or fish. ‘Obligations’ According to Local France, Greenpeace spokesman Laure Ducos said: “There has been very little information circulated from the Ministry and there has been no decree. “There are therefore some cities that believe that it is not mandatory because there has not been a decree, but that is not true: the law has passed and it is, therefore, important to recall these obligations.” Rodrigo Arenas, president of the Fédération des Conseils de Parents d’Elèves – who has worked alongside Greenpeace – added: “It is also the school’s role to teach students to eat less meat for their health.” ‘Brilliant’ Earlier this year, Celebrity chef Jamie Oliver said it would ‘brilliant’ if schools went vegetarian during an interview with The Herald Scotland, in which he promoted his new cookery show Meat-Free Meals. “Generally, what a child and what a family needs is the same as what the planet needs – more veg, more nuts, more seeds, more legumes,” the star added. “If I had a magic wand, I’d love to go to David Attenborough and say, ‘Can we do a show called My Health, My Planet?’ Because I think that’s the conversation now.” SOURCE : https://www.plantbasednews.org/lifestyle/french-schools-meatless-lunch

Nothing but fruit – Innovation made in Ireland by Folláin revives German jam shelves with unique recipes and eye-catching design

We congratulate Irish preserves specialist Folláin on their Germany launch. Green Seed Germany has achieved the listing of 5 SKUs of Folláin’s no added sugar fruit spreads in up to 160 stores of German supermarket chain tegut. The German retail project was supported by Irish Food Board “Bord Bia”.

High-profile Michelin Star chef supports Welsh lamb project

A RESEARCH project that aims to make sure premium PGI Welsh Lamb has the highest possible consistency and quality for years to come has been launched by HCC, with the help of a high-profile Michelin Star chef. The Welsh Lamb Meat Quality Project will assess, develop and enhance the meat-eating quality of Welsh lamb to secure its enviable international reputation, and ensure that future red meat production meets the demand of an ever-changing and increasingly discerning consumer, both at home and abroad. The project is part of HCC’s five-year, three-project, Red Meat Development Programme to help Welsh farming prepare for a post-Brexit world. It is supported by the Welsh Government Rural Communities – Rural Development Programme 2014-2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government. Michelin Star chef Gareth Ward, of Ynyshir Hall Restaurant and Rooms, helped mark the unveiling of the Meat Quality Project alongside HCC’s taste team, led by Meat Quality executive Dr Eleri Price. “This project is about ensuring Welsh lamb’s global reputation is not only maintained but enhanced as we move into the post-Brexit trading world,” said Dr Price. “We are really delighted to have had such great support from Gareth Ward, a chef for whom excellence is an everyday watchword.” Using a consumer-led tasting network, HCC’s team will set up the process for baseline assessment of the current supply chain practices, check for meat quality variation and then build an eating quality blueprint that will seek to drive consistency by identifying and influencing key practices throughout the sheep meat production and processing pathways. Three, 120-strong consumer panel sessions are to take place in early 2020 and each volunteer at each session will taste test lamb samples sourced from different abattoirs and from different muscles. This information will be used to provide a valuable insight into lamb meat eating quality as samples will rated on tenderness, juiciness and flavour. “We will aim for the project to increase consumer awareness and demand for lamb products, and seek to ensure that farming practices are efficient and are meeting quality requirements. “Also, the project will aim to enhance commercial shelf-life; help towards reducing wastage and greenhouse gases; and increase market resilience of the red meat sector in Wales. “This can be achieved through an improved awareness of meat-eating quality and provide valuable information that could support future export market activities,” said Dr Price. SOURCE : https://www.denbighshirefreepress.co.uk/news/17886210.high-profile-michelin-star-chef-supports-welsh-lamb-project/

The three big names that are promising to make shopping in France cheaper

Three big name discount stores are coming to France with the aim of widening competition for low-cost groceries and household items. The three firms, one British, one Danish and one from Spain, are launching themselves on the French market, firmly targeting bargain hunters. British firm B&M, also known as B&M Bargains, will open its first French store in the south west town of Castres on September 11th where it will sell a wide variety of homewares, DIY products, games and electrical items.   The Danish chain Normal, meanwhile, has already opened its first stores in France, with three shops in Paris and the suburbs opening in August. Both B&M, which started life in Cleveleys, Lancashire in 1978, and Normal are promising big discounts on some of the most popular items in France. The grocery seller Superco is actually owned by the French supermarket giant Carrefour, but the company launched its discount operation – which offers both fresh products and canned goods in a warehouse-like setting – in Spain. After seven years of successful operation in Spain, the company has decided to launch it on the French market. The first Supeco opened in Valenciennes in northern France on September 4th and four new locations are planned by the end of the year. “The appetite for discount is only increasing in France,” consumer goods specialist Olivier Dauvers told BFMTV. “Because the purchasing power of the French is increasing much less quickly than their willingness to buy. “This is also revealed by the movement of the yellow vests. And in this society of frustration, consumers want to give the maximum value to every euro spent.” Although Aldi and Lidl are well established in France, another big name of the bargains scene has been struggling recently. The iconic French brand Tati recently announced that it was closing all of its stores apart from the original Paris flagship in Barbès. Thirteen of the stores closed altogether while the rest were rebranded as the discount homewear label Gifi, which the company also owns. France is one of the most expensive places to shop in Europe, with recent EU wide data showing that the average weekly food shop in France is 16.4 percent higher than the EU average, while the UK is seven percent lower. In non food items France also showed some higher prices, with shoes and clothing coming out 10 percent higher than the EU average. SOURCE : https://www.thelocal.fr/20190909/the-three-big-names-that-are-promising-to-make-shopping-in-france-cheaper

Farmers support Love Lamb Week initiative

The National Farmers’ Union (NFU) in the UK has thrown its weight behind the Love Lamb Week campaign. Taking place 1-7 September, the campaign is spearheaded by the Agriculture and Horticulture Development Board (AHDB) and encourages producers, butchers, retailers, restaurants and the public to show their support for British lamb by promoting the product in stores and sharing lamb recipes on social media. NFU livestock board chairman Richard Findlay explained why it is backing the campaign. “Love Lamb Week is a fantastic opportunity for farmers to promote the high-quality lamb we produce here in Britain.​ “This campaign comes at an important time. British farmers are heading towards an even greater period of uncertainty with Brexit on the horizon and our livestock farmers will be one of the most affected by a no-deal Brexit. 94% of sheep meat exports go to the EU every year, so it is more important than ever that we throw our support behind our sheep farmers and truly champion British lamb.”​ Earlier this year, AHDB launched a £1.4m marketing campaign to promote the lamb sector. The campaign ran in two bursts, one during the summer and one during Love Lamb Week. Last month, Hybu Cig Cymru – Meat Promotion Wales (HCC) announced that numerous retailers and wholesalers signed up to take part in activities to promote PGI Welsh Lamb in the lead-up to Love Lamb Week. HCC market development manager Rhys Llywelyn said: “The British market is vital for Welsh Lamb, and is even more so now with Brexit causing uncertainty in terms of exports. We therefore regularly engage with all the large retailers to offer help with promotions, as well as independent butchers. We’re delighted with the response this year, and are pleased that Welsh Lamb advertising will reach so many consumers around Love Lamb Week and throughout the autumn.​ “Alongside our activity with retailers and wholesalers, we will also be ramping up our consumer advertising,” ​he added. “This year will see an unprecedented investment in online promotion in the UK market, which offers great value for money and enables us to target messages at groups of consumers who are most likely to be interested in Welsh Lamb.” SOURCE : https://www.globalmeatnews.com/Article/2019/09/03/Farmers-support-Love-Lamb-Week-initiative

Farmers support Love Lamb Week initiative

The National Farmers’ Union (NFU) in the UK has thrown its weight behind the Love Lamb Week campaign. Taking place 1-7 September, the campaign is spearheaded by the Agriculture and Horticulture Development Board (AHDB) and encourages producers, butchers, retailers, restaurants and the public to show their support for British lamb by promoting the product in stores and sharing lamb recipes on social media. NFU livestock board chairman Richard Findlay explained why it is backing the campaign. “Love Lamb Week is a fantastic opportunity for farmers to promote the high-quality lamb we produce here in Britain.​ “This campaign comes at an important time. British farmers are heading towards an even greater period of uncertainty with Brexit on the horizon and our livestock farmers will be one of the most affected by a no-deal Brexit. 94% of sheep meat exports go to the EU every year, so it is more important than ever that we throw our support behind our sheep farmers and truly champion British lamb.”​ Earlier this year, AHDB launched a £1.4m marketing campaign to promote the lamb sector. The campaign ran in two bursts, one during the summer and one during Love Lamb Week. Last month, Hybu Cig Cymru – Meat Promotion Wales (HCC) announced that numerous retailers and wholesalers signed up to take part in activities to promote PGI Welsh Lamb in the lead-up to Love Lamb Week. HCC market development manager Rhys Llywelyn said: “The British market is vital for Welsh Lamb, and is even more so now with Brexit causing uncertainty in terms of exports. We therefore regularly engage with all the large retailers to offer help with promotions, as well as independent butchers. We’re delighted with the response this year, and are pleased that Welsh Lamb advertising will reach so many consumers around Love Lamb Week and throughout the autumn.​ “Alongside our activity with retailers and wholesalers, we will also be ramping up our consumer advertising,” ​he added. “This year will see an unprecedented investment in online promotion in the UK market, which offers great value for money and enables us to target messages at groups of consumers who are most likely to be interested in Welsh Lamb.” SOURCE : https://www.globalmeatnews.com/Article/2019/09/03/Farmers-support-Love-Lamb-Week-initiative

The three big names that are promising to make shopping in France cheaper

Three big name discount stores are coming to France with the aim of widening competition for low-cost groceries and household items. The three firms, one British, one Danish and one from Spain, are launching themselves on the French market, firmly targeting bargain hunters. British firm B&M, also known as B&M Bargains, will open its first French store in the south west town of Castres on September 11th where it will sell a wide variety of homewares, DIY products, games and electrical items. The Danish chain Normal, meanwhile, has already opened its first stores in France, with three shops in Paris and the suburbs opening in August. Both B&M, which started life in Cleveleys, Lancashire in 1978, and Normal are promising big discounts on some of the most popular items in France. The grocery seller Superco is actually owned by the French supermarket giant Carrefour, but the company launched its discount operation – which offers both fresh products and canned goods in a warehouse-like setting – in Spain. After seven years of successful operation in Spain, the company has decided to launch it on the French market. The first Supeco opened in Valenciennes in northern France on September 4th and four new locations are planned by the end of the year. “The appetite for discount is only increasing in France,” consumer goods specialist Olivier Dauvers told BFMTV. “Because the purchasing power of the French is increasing much less quickly than their willingness to buy. “This is also revealed by the movement of the yellow vests. And in this society of frustration, consumers want to give the maximum value to every euro spent.” Although Aldi and Lidl are well established in France, another big name of the bargains scene has been struggling recently. The iconic French brand Tati recently announced that it was closing all of its stores apart from the original Paris flagship in Barbès. Thirteen of the stores closed altogether while the rest were rebranded as the discount homewear label Gifi, which the company also owns. France is one of the most expensive places to shop in Europe, with recent EU wide data showing that the average weekly food shop in France is 16.4 percent higher than the EU average, while the UK is seven percent lower. In non food items France also showed some higher prices, with shoes and clothing coming out 10 percent higher than the EU average. SOURCE : https://www.thelocal.fr/20190909/the-three-big-names-that-are-promising-to-make-shopping-in-france-cheaper

High-profile Michelin Star chef supports Welsh lamb project

A RESEARCH project that aims to make sure premium PGI Welsh Lamb has the highest possible consistency and quality for years to come has been launched by HCC, with the help of a high-profile Michelin Star chef. The Welsh Lamb Meat Quality Project will assess, develop and enhance the meat-eating quality of Welsh lamb to secure its enviable international reputation, and ensure that future red meat production meets the demand of an ever-changing and increasingly discerning consumer, both at home and abroad. The project is part of HCC’s five-year, three-project, Red Meat Development Programme to help Welsh farming prepare for a post-Brexit world. It is supported by the Welsh Government Rural Communities – Rural Development Programme 2014-2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government. Michelin Star chef Gareth Ward, of Ynyshir Hall Restaurant and Rooms, helped mark the unveiling of the Meat Quality Project alongside HCC’s taste team, led by Meat Quality executive Dr Eleri Price. “This project is about ensuring Welsh lamb’s global reputation is not only maintained but enhanced as we move into the post-Brexit trading world,” said Dr Price. “We are really delighted to have had such great support from Gareth Ward, a chef for whom excellence is an everyday watchword.” Using a consumer-led tasting network, HCC’s team will set up the process for baseline assessment of the current supply chain practices, check for meat quality variation and then build an eating quality blueprint that will seek to drive consistency by identifying and influencing key practices throughout the sheep meat production and processing pathways. Three, 120-strong consumer panel sessions are to take place in early 2020 and each volunteer at each session will taste test lamb samples sourced from different abattoirs and from different muscles. This information will be used to provide a valuable insight into lamb meat eating quality as samples will rated on tenderness, juiciness and flavour. “We will aim for the project to increase consumer awareness and demand for lamb products, and seek to ensure that farming practices are efficient and are meeting quality requirements. “Also, the project will aim to enhance commercial shelf-life; help towards reducing wastage and greenhouse gases; and increase market resilience of the red meat sector in Wales. “This can be achieved through an improved awareness of meat-eating quality and provide valuable information that could support future export market activities,” said Dr Price. SOURCE : https://www.denbighshirefreepress.co.uk/news/17886210.high-profile-michelin-star-chef-supports-welsh-lamb-project/

HCC – ‘Welsh Way’ can help tackle climate change

A WELSH meat board says a UN report shows that farming the ‘Welsh Way’ can be part of the solution to climate change. Last week’s launch of the report of the Intergovernmental Panel on Climate Change (IPCC) in Geneva highlights how sustainable livestock production, similar to the low-intensity systems found in Wales, can be part of the solution to climate change, says Hybu Cig Cymru – Meat Promotion Wales (HCC). Billed as the first comprehensive study of the land-climate system on a global level, the IPCC Climate Change and Land report is designed to inform government policy across the world. It warns that reducing greenhouse gas emissions from all sectors is crucial to limiting global warming, while emphasising that land must remain productive to ensure food security. HCC chief executive Gwyn Howells said that while some in the UK media had used the report selectively to advance an anti-meat and anti-farming agenda, Climate Change and Land was a welcome contribution, which highlighted how low-intensity livestock production systems such as those in Wales could make a positive contribution to global environmental management. “The report’s authors are quoted as saying that people need to consume balanced diets – a combination of plant-based products and food from sustainably-farmed animals,” said Mr Howells. “It also warns against taking land out of food production, arguing that this might impact on global food security.” He added: “The report also notes that food production systems and environmental impacts vary greatly across the world. “Sustainable, low-carbon agriculture is the common theme to its recommendations, but policies will vary according to local circumstances.” Dr Prysor Williams, senior lecturer in environmental management at Bangor University, gave keynote lectures on livestock farming and the environment at last week’s National Eisteddfod. He welcomed the report and called for more balanced coverage of its recommendations. “The IPCC report adds to the growing volume of work which highlights how farming and land-use systems the world over can contribute to mitigating climate change,” said Dr Williams. “There are ways in which Welsh farming can become even more sustainable, but it’s important to recognise that not all production systems are the same. “In Wales, sheep and beef farming are largely low in intensity. Natural pasture grazing produces most of the food that the animals need, while also helping to capture carbon if managed effectively.” He added: “Eighty per cent of Wales’ agricultural land is unsuitable for growing arable crops. The IPCC’s focus on food security illustrates that making the most of such land by efficiently turning pasture into protein can be an important part of the balanced diet that our global population needs.”  SOURCE : https://www.denbighshirefreepress.co.uk/news/17833206.hcc—welsh-way-can-help-tackle-climate-change/

HCC – ‘Welsh Way’ can help tackle climate change

A WELSH meat board says a UN report shows that farming the ‘Welsh Way’ can be part of the solution to climate change. Last week’s launch of the report of the Intergovernmental Panel on Climate Change (IPCC) in Geneva highlights how sustainable livestock production, similar to the low-intensity systems found in Wales, can be part of the solution to climate change, says Hybu Cig Cymru – Meat Promotion Wales (HCC). Billed as the first comprehensive study of the land-climate system on a global level, the IPCC Climate Change and Land report is designed to inform government policy across the world. It warns that reducing greenhouse gas emissions from all sectors is crucial to limiting global warming, while emphasising that land must remain productive to ensure food security. HCC chief executive Gwyn Howells said that while some in the UK media had used the report selectively to advance an anti-meat and anti-farming agenda, Climate Change and Land was a welcome contribution, which highlighted how low-intensity livestock production systems such as those in Wales could make a positive contribution to global environmental management. “The report’s authors are quoted as saying that people need to consume balanced diets – a combination of plant-based products and food from sustainably-farmed animals,” said Mr Howells. “It also warns against taking land out of food production, arguing that this might impact on global food security.” He added: “The report also notes that food production systems and environmental impacts vary greatly across the world. “Sustainable, low-carbon agriculture is the common theme to its recommendations, but policies will vary according to local circumstances.” Dr Prysor Williams, senior lecturer in environmental management at Bangor University, gave keynote lectures on livestock farming and the environment at last week’s National Eisteddfod. He welcomed the report and called for more balanced coverage of its recommendations. “The IPCC report adds to the growing volume of work which highlights how farming and land-use systems the world over can contribute to mitigating climate change,” said Dr Williams. “There are ways in which Welsh farming can become even more sustainable, but it’s important to recognise that not all production systems are the same. “In Wales, sheep and beef farming are largely low in intensity. Natural pasture grazing produces most of the food that the animals need, while also helping to capture carbon if managed effectively.” He added: “Eighty per cent of Wales’ agricultural land is unsuitable for growing arable crops. The IPCC’s focus on food security illustrates that making the most of such land by efficiently turning pasture into protein can be an important part of the balanced diet that our global population needs.”  SOURCE : https://www.denbighshirefreepress.co.uk/news/17833206.hcc—welsh-way-can-help-tackle-climate-change/

Kettle Foods partners with Essentra Tapes on its Re:close packs

Kettle Foods has partnered with Essentra Tapes to add its Re:close on its Kettle & More range, providing user-friendly packs for reclosability and freshness. The eight-colour printed Re:close tape is available on Lightly Salted Kettle Chips packs across retail outlets in the UK. On-shelf appeal “We wanted to promote our Kettle & More range and Re:close Tape seemed the perfect opportunity for us to do this​,” said Daisy Scott, assistant brand manager, Kettle Foods, based in Norfolk, UK. “We were pleased with the impact of the tape on shelf and the ease of application​.” The tape is applied to the existing vertical form fill and seal packaging lines with Essentra’s applicators, the 30mm wide resealable tape also incorporates an easy-to-use finger lift area that runs along both sides of its length, making it simple to lift away from the pack. Once opened, the pack can be resealed using the Re:close Tape, securing the contents and helping to maintain freshness. Utilising Essentra’s print capability, social media icons, prompts, seasonal messages and loyalty codes can be added to engage with customers. This can help take customers back to a brand’s website or to showcase different product ranges and promote repeat purchases. On-pack promotions​ “The ability to add on-pack promotions simply and cost-effectively, without the need to change the existing packaging artwork, is a real advantage to Re:close Tape,​” said Ian Beresford, head, marketing and development, Essentra Tapes. “Our high-definition print delivers spectacular results and we are delighted to see our Re:close promoting the latest Kettle & More range, whilst also providing the additional convenience to consumers of being able to reclose the original pack​.” SOURCE : https://www.bakeryandsnacks.com/Article/2019/08/16/Kettle-Foods-partners-with-Essentra-Tapes-on-its-Re-close-packs

Kettle Foods partners with Essentre Tapes on its Re:close packs

Kettle Foods has partnered with Essentra Tapes to add its Re:close on its Kettle & More range, providing user-friendly packs for reclosability and freshness. The eight-colour printed Re:close tape is available on Lightly Salted Kettle Chips packs across retail outlets in the UK. On-shelf appeal “We wanted to promote our Kettle & More range and Re:close Tape seemed the perfect opportunity for us to do this​,” said Daisy Scott, assistant brand manager, Kettle Foods, based in Norfolk, UK. “We were pleased with the impact of the tape on shelf and the ease of application​.” The tape is applied to the existing vertical form fill and seal packaging lines with Essentra’s applicators, the 30mm wide resealable tape also incorporates an easy-to-use finger lift area that runs along both sides of its length, making it simple to lift away from the pack. Once opened, the pack can be resealed using the Re:close Tape, securing the contents and helping to maintain freshness. Utilising Essentra’s print capability, social media icons, prompts, seasonal messages and loyalty codes can be added to engage with customers. This can help take customers back to a brand’s website or to showcase different product ranges and promote repeat purchases.   On-pack promotions​ “The ability to add on-pack promotions simply and cost-effectively, without the need to change the existing packaging artwork, is a real advantage to Re:close Tape,​” said Ian Beresford, head, marketing and development, Essentra Tapes. “Our high-definition print delivers spectacular results and we are delighted to see our Re:close promoting the latest Kettle & More range, whilst also providing the additional convenience to consumers of being able to reclose the original pack​.” SOURCE : https://www.bakeryandsnacks.com/Article/2019/08/16/Kettle-Foods-partners-with-Essentra-Tapes-on-its-Re-close-packs

Health, Environment Key To Success Of FMCG Brands In France: Kantar

French consumers are displaying a growing interest in organic and traceable products, a new study by Kantar has revealed, indicating that health and environment are among the top five concerns for French shoppers in 2019. ‘Striking A Balance’ Consumers are also looking at striking a balance between better quality and affordable prices as the family budget continues to be a key concern for French shoppers. The study also found that 63% of French households were willing to pay more for a better quality product. In 2018, the trend of ‘buying less to buy better’ was growing in popularity, resulting in a 1.2% decline in FMCG sales. Role Of CSR With a notable increase in interest among consumers about environment and sustainability, many firms have introduced corporate social responsibility programmes, the study pointed out. However, in addition to CSR initiatives, a typical brand’s success was found to be driven by traditional elements like competitive pricing, location, product range, experience, and quality. SOURCE : https://www.esmmagazine.com/retail/health-environment-key-success-fmcg-brands-france-kantar-78027

Auchan tests a new strategy

Auchan Retail reinforces its commercial strategy in its hypermarkets with a pilot initiative in France consisting of the installation of corners of other specialized retail stores, such as Electro Dépôt or Boulanger. According to several French media, the group is negotiating the arrival of different non-food distribution companies belonging to the Association Familiale Mulliez (AFM), such as Decathlon, Kiabi and Norauto. These tests will begin next October in two French hypermarkets, located in the towns of Beauvais, with a space of Boulanger, and Bagnolet, which will host an Electro Dépôt corner. According to a union document to which the LSA publication has had access, these shop-in-shop concept tests will last approximately six months and, based on their results, could be extended to other establishments. In this way, the tendency of the large group of hypermarkets to ally with other non-food retail brands to strengthen their offer, especially in consumer electronics and technology categories, advances. In this sense, Carrefour has already materialized several agreements, such as the one recently signed with Fnac Darty. SOURCE : https://www.internationalsupermarketnews.com/auchan-tests-a-new-strategy/

Carrefour launches Spanish discounter Supeco in France

In September, French retail giant Carrefour is to open the first two stores of its Spanish discounter Supeco (‘supermercado economico’ or ‘cheap supermarket’) in France. The stores will open in Valenciennes, near the Belgian border. The discounter is going through a fast international growth. Combining discount and cash & carry Supeco announces itself as a chain that saves money on anything, from energy over logistics to decoration. The latter part is obvious in the very rudimentary design of the stores and the presentation of products in boxes and on pallets. Prices are displayed per unit and in bulk: a way for the chain to position itself as a combination of discount and cash & carry, targeting both families and professional customers. The first store is to open on 3 September, followed by a second one 22 days later. The main driver behind the French expansion is supposed to be Pascal Clouzard: the current head of Carrefour France led the group’s Spanish activities until 2017 and experienced the benefits of the discount chain first hand. Costs are significantly lower than in normal supermarkets, and the chain can benefit of a lower price image. Retail expert Olivier Dauvers believes the Supeco stores will mainly be used to replace struggling Carrefour Market stores, but in Trofarello (near Turin) the group also used a former hypermarket to house the first Italian store of the chain. In addition to the Turin store, Carrefour has already opened 40 Supeco stores in three countries: 23 in Spain, 15 in Romania and 2 in Poland. SOURCE : https://www.retaildetail.eu/en/news/food/carrefour-launches-spanish-discounter-supeco-france  

Health, Environment Key To Success Of FMCG Brands In France: Kantar

French consumers are displaying a growing interest in organic and traceable products, a new study by Kantar has revealed, indicating that health and environment are among the top five concerns for French shoppers in 2019. ‘Striking A Balance’ Consumers are also looking at striking a balance between better quality and affordable prices as the family budget continues to be a key concern for French shoppers. The study also found that 63% of French households were willing to pay more for a better quality product. In 2018, the trend of ‘buying less to buy better’ was growing in popularity, resulting in a 1.2% decline in FMCG sales. Role Of CSR With a notable increase in interest among consumers about environment and sustainability, many firms have introduced corporate social responsibility programmes, the study pointed out. However, in addition to CSR initiatives, a typical brand’s success was found to be driven by traditional elements like competitive pricing, location, product range, experience, and quality. SOURCE : https://www.esmmagazine.com/retail/health-environment-key-success-fmcg-brands-france-kantar-78027

Auchan tests a new strategy

Auchan Retail reinforces its commercial strategy in its hypermarkets with a pilot initiative in France consisting of the installation of corners of other specialized retail stores, such as Electro Dépôt or Boulanger. According to several French media, the group is negotiating the arrival of different non-food distribution companies belonging to the Association Familiale Mulliez (AFM), such as Decathlon, Kiabi and Norauto. These tests will begin next October in two French hypermarkets, located in the towns of Beauvais, with a space of Boulanger, and Bagnolet, which will host an Electro Dépôt corner. According to a union document to which the LSA publication has had access, these shop-in-shop concept tests will last approximately six months and, based on their results, could be extended to other establishments. In this way, the tendency of the large group of hypermarkets to ally with other non-food retail brands to strengthen their offer, especially in consumer electronics and technology categories, advances. In this sense, Carrefour has already materialized several agreements, such as the one recently signed with Fnac Darty. SOURCE : https://www.internationalsupermarketnews.com/auchan-tests-a-new-strategy/

Carrefour launches Spanish discounter Supeco in France

In September, French retail giant Carrefour is to open the first two stores of its Spanish discounter Supeco (‘supermercado economico’ or ‘cheap supermarket’) in France. The stores will open in Valenciennes, near the Belgian border. The discounter is going through a fast international growth. Combining discount and cash & carry Supeco announces itself as a chain that saves money on anything, from energy over logistics to decoration. The latter part is obvious in the very rudimentary design of the stores and the presentation of products in boxes and on pallets. Prices are displayed per unit and in bulk: a way for the chain to position itself as a combination of discount and cash & carry, targeting both families and professional customers. The first store is to open on 3 September, followed by a second one 22 days later. The main driver behind the French expansion is supposed to be Pascal Clouzard: the current head of Carrefour France led the group’s Spanish activities until 2017 and experienced the benefits of the discount chain first hand. Costs are significantly lower than in normal supermarkets, and the chain can benefit of a lower price image. Retail expert Olivier Dauvers believes the Supeco stores will mainly be used to replace struggling Carrefour Market stores, but in Trofarello (near Turin) the group also used a former hypermarket to house the first Italian store of the chain. In addition to the Turin store, Carrefour has already opened 40 Supeco stores in three countries: 23 in Spain, 15 in Romania and 2 in Poland. SOURCE : https://www.retaildetail.eu/en/news/food/carrefour-launches-spanish-discounter-supeco-france

What makes successful snacking products?

Snacking is no longer only a quick and convenient meal, but stands also for conscious indulgence. Consumers sometimes want something healthy, sometimes a complete meal replacement, sometimes a sweet treat, sometimes a refreshment… some major snacking trends in the German grocery retail market1) are: Nutritional awareness – natural product concepts, low-calorie products and recipes without artificial colouring and flavours Authenticity – a taste just as good as in a favourite restaurant or from the last holiday. Clean and simple – back to basics. Handy formats – bites and single-serving sizes are the ideal companion for on the go. Strong promotions – social media campaigns, raffles, consumer voting e.g. on new varieties, creative off-shelf placements. Limited editions – products that are only available for a limited period of time provide variety and activate consumers’ basic desires. What innovative product do you have to offer to the German grocery retail market and to attract buyers? Contact us and explore your opportunities in Germany: info@greenseedgroup.de Own picture   1) Source: Lebensmittel Praxis 11/2019 Image (top left) by S. Hermann & F. Richter from Pixabay

Sustainable packaging of great importance for consumers’ purchasing decision:

Over the past 25 years, plastic packaging waste in Germany has doubled to approx. 38 kg per capita per year which is significantly more than the average EU citizen with 24 kg was responsible for1). Fortunately consumers become more and more aware that this represents an enormous waste of resources and an unreasonable burden on the environment: A survey by German Packaging Institute2) showed that almost 70 percent of Germans have already refused buying a product at least once because the packaging was not sustainable enough from their point of view. Almost every fifth person does this on a regular basis. German retailers have great plans to meet these new requirements: Shopping bags, cotton buds and straws without plastics and zero-plastics-tests in the area of organic fruit and vegetables to gain initial experience are just the beginning of comprehensive sustainability campaigns. A few examples: Rewe Group’s goal for private label products and the fresh counters is to reduce plastics packaging, to facilitate reusable alternatives and alternative raw materials and to use one hundred percent certified paper packaging by the end of 20203). Aldi Nord and Aldi Süd want to reduce their packaging waste by 30 percent by 2025 and by the end of 2022, all private label product packaging should also be recyclable4). German retailers and their suppliers for food and drink rely strongly on the technology and knowledge of experienced packaging manufacturers. Contact us if you would like to explore new business opportunities with German manufacturers and retailers. Back to Green Seed Germany site Green Seed Germany GmbH Nicole Günther Tel. +49 69/ 971 291 25 E-mail: nguenther[at]greenseedgroup.de   1) Bund für Umwelt und Naturschutz Deutschland e.V./ German Association f the Environment and Nature Conservation (BUND) 2) Deutsches Verpackungsinstitut e. V./ German Packaging Institute (dvi) 3) Lebensmittelpraxis 09/04/19 4) Lebensmittelzeitung 23/07/19 Images: Rewe

Carrefour Goes For Fast Home Delivery With Glovo Deal

Carrefour has teamed up with Spanish start-up Glovo to provide a fast home delivery service as the French supermarket group looks to deal with growing competition from the likes of Amazon as well as domestic rivals. Other supermarkets around the world are forming deals with online partners such as Amazon and others to meet growing demand from customers for home delivery services. Carrefour’s French rival Casino already has a partnership with Amazon, while Marks & Spencer has a joint venture with online food retail pioneer Ocado. The Partnership Carrefour’s Glovo partnership will cover four countries – France, Spain, Italy and Argentina – and will start operating by early October at the latest. The service will aim to deliver 2,500 products to customers’ homes within 30 minutes. “With this new partnership, Glovo and Carrefour will offer a 30-minute home delivery service that complements their existing e-commerce offers and allows them to address the needs of new customers,” said Carrefour director Amélie Oudéa-Castéra. Glovo, which competes with platforms such as Uber Eats and Deliveroo, said in April that it had raised €150 million ($168 million) of new funding. Glovo, founded in 2015, booked a €90 million loss in 2018, according to data provided by Delivery Hero, one of its shareholders. Digital Drive Carrefour, Europe’s largest retailer, is in the midst of a five-year plan to boost sales and profits. The plan includes €2.8 billion of investment in digital commerce and aims to increase online food sales to €5 billion by 2022. In 2018 alone, Carrefour’s online food sales grew by over 30% to €1.2 billion. “We appreciate Carrefour’s ability to deploy a very large range of e-commerce offers in France with traditional drives in rural areas (€600 million e-sales), pedestrian drives in urban areas (over 80 units), home delivery in urban areas (€100 million e-sales),” brokerage Bryan Garnier said in a note. “And now it is strengthening in express delivery with Glovo, a business that has historically been highly loss-making and could straighten out,” the analysts at Bryan Garnier said. Invest Securities, however, questioned the cost of deploying the delivery service outside France in markets which they said were only just beginning to emerge as food e-commerce outlets.   SOURCE : https://www.esmmagazine.com/retail/carrefour-goes-for-fast-home-delivery-with-glovo-deal-77859

Health And Indulgence Driving Snacking Trend In France: Mintel

As the snacking trend grows in France, market research firm Mintel looks at which claims – including gluten-free, high fibre, and high protein – are attracting shoppers in ‘the Hexagon’. While traditionally seen as unhealthy food to avoid, one-third of French consumers now say that snacks have become essential due to their busy lifestyles. Shoppers are, however, looking to combine ‘health’ with ‘indulgence’ when purchasing their ‘goûter’ – or afternoon snack. According to data from Mintel, gluten-free snacks are perceived by consumers to be ‘significantly healthier’ than their conventional counterparts. This is especially true for consumers aged 16 to 43-years-old, said the market research firm. French company Funky Veggie is one brand appealing to French consumers with their gluten-free cocunut balls. The balls are vegan, and filled with a chocolate and hazelnut centre. Made from dates and coconut, the balls are free from refined sugar, preservatives, flavours and additives. Belgian brandNature Addicts offers another gluten-free favourite for French shoppers. The firm’s Vanilla Energy Balls provide a source of fibre and are free from additives – and are cold pressed to better preserve ingredients. Aside form ‘gluten-free’, French consumers are also interested in snacks that are high in fibre, minimally processed, and that contain vegetable-based ingredients. “Brands should target younger consumers who are genuinely more convinced of the value od gluten-free claims on snacks. In terms of purchase intents, gluten-free products that stress minimally processed ingredients fare the best in the overall snacks category,” said global food and drink analysist at Mintel, Ophélie Buchet. Brands also need to innovate more with wholesome veggie ingredients as they command a higher purchase intent, Buchet continued. “The market for veggie snacks is becoming more crowded, however, and the difference will be made on the ‘real veggie’ content communicated clearly on pack”. SOURCE : https://www.foodnavigator.com/Article/2019/07/17/Health-and-indulgence-driving-snacking-trend-in-France-Mintel

Carrefour Would Have ‘More To Gain’ In Hypothetical Merger With Casino, Says Barclays

Should Carrefour and Groupe Casino ever decide to merge, they would create a business that would lead the market in France and Brazil, while also benefiting from ‘significant synergies’, a new report from Barclays has found. Barclays said that while talks between the two operates failed last year, a merger of the two French retail giants could be again on the table, given the challenges experienced by Rallye, Casino’s largest shareholder. In addition, Carrefour CEO Alexandre Bompard has suggested in recent interviews that “there will be consolidation in the retail sector in the coming years”, re-igniting discussions over whether the group is planning to make a move for one of its major rivals. In its report, Barclays suggests that a merged Carrefour and Casino would see potential gross savings of between 0.7% and 1.1% of total sales, which could be worth more than €1 billion. This would be value-accretive for shareholders, while execution risks would also be relatively limited, according to Barclays. Total sales at the combined entity would be in excess of €110 billion, with EBIT of around €3.3 billion. Competition Concerns The biggest hurdle to a merger would likely come from a competition perspective, with the recent collapse of the Sainsbury’s-Asda merger highlighting the ‘risk of presuming regulatory consent’, says Barclays. The hypothetical Carrefour-Casino entity would have a market share of around 30% in France and around 50% in Brazil, making it a leader in both markets, and likely necessitating significant store disposals. But the French competition authorities have moved in the past to approve deals that would see significant sector consolidation, such as that of Fnac and Darty in 2016. Fnac’s chief executive at the time, of course, was the current Carrefour CEO Alexandre Bompard, indicating that the young executive has previous when it comes to navigating a complex merger process. Commercial Synergies A proposed merger could present commercial synergies in that the formats of both are complementary; Carrefour is more skewed towards hypermarkets, while Casino’s store network is focused around supermarkets and convenience stores. Casino’s Géant hypermarket division could also benefit from conversion to the Carrefour banner, given the latter’s better price perceptions, says Barclays. However, Carrefour would likely be less enamoured by Casino’s Leader Price banner, with the banner seen as a ‘logical candidate’ for store disposals, in the event that the French competition authorities required them. Store disposals would also be a likely necessity in Paris, according to Barclays, as a combined Carrefour-Casino business would control around 80% of the selling space and between 72% and 85% of food spend in the capital’s inner city. Strong Liquidity Carrefour is also sitting on a growing cash pile, says Barclays, with the recent sale of an 80% stake in its operations in China for around €1 billion, and the sale of its Cargo Property Assets logistics division to Argan for €290 million. This provides Carrefour with ‘ammunition, if the company were to consider a partial cash offer’, according to Barclays. Carrefour would be unlikely to ‘pay a significant premium to Casino’s shareholders’, says Barclays, due to a number of factors: the weak negotiating position of leading shareholder Rallye; a lack of potential buyers within France for the Groupe Casino as a whole; and the relative weakness of Casino’s performance in France. Last year, Casino completed a €1.5 billion asset disposal programme, and promptly announced plans to dispose of a further €1 billion worth of assets, Barclays noted. However, this wasn’t enough to prevent a further downgrade of Casino’s debt rating in France, by ratings agency S&P, in April. Notably, Carrefour has been fairly quiet as regards snapping up Casino’s offloaded assets, with the majority of disposed stores since the start of the year being acquired by discounter Lidl or by independently-operated Leclerc members. ‘If such a combination were to proceed, we believe Carrefour would have more to gain’, Barclays said.   SOURCE : https://www.esmmagazine.com/retail/carrefour-gain-hypothetical-merger-casino-says-barclays-77773?auth=login

Carrefour Goes For Fast Home Delivery With Glovo Deal

Carrefour has teamed up with Spanish start-up Glovo to provide a fast home delivery service as the French supermarket group looks to deal with growing competition from the likes of Amazon as well as domestic rivals. Other supermarkets around the world are forming deals with online partners such as Amazon and others to meet growing demand from customers for home delivery services. Carrefour’s French rival Casino already has a partnership with Amazon, while Marks & Spencer has a joint venture with online food retail pioneer Ocado. The Partnership Carrefour’s Glovo partnership will cover four countries – France, Spain, Italy and Argentina – and will start operating by early October at the latest. The service will aim to deliver 2,500 products to customers’ homes within 30 minutes. “With this new partnership, Glovo and Carrefour will offer a 30-minute home delivery service that complements their existing e-commerce offers and allows them to address the needs of new customers,” said Carrefour director Amélie Oudéa-Castéra. Glovo, which competes with platforms such as Uber Eats and Deliveroo, said in April that it had raised €150 million ($168 million) of new funding. Glovo, founded in 2015, booked a €90 million loss in 2018, according to data provided by Delivery Hero, one of its shareholders. Digital Drive Carrefour, Europe’s largest retailer, is in the midst of a five-year plan to boost sales and profits. The plan includes €2.8 billion of investment in digital commerce and aims to increase online food sales to €5 billion by 2022. In 2018 alone, Carrefour’s online food sales grew by over 30% to €1.2 billion. “We appreciate Carrefour’s ability to deploy a very large range of e-commerce offers in France with traditional drives in rural areas (€600 million e-sales), pedestrian drives in urban areas (over 80 units), home delivery in urban areas (€100 million e-sales),” brokerage Bryan Garnier said in a note. “And now it is strengthening in express delivery with Glovo, a business that has historically been highly loss-making and could straighten out,” the analysts at Bryan Garnier said. Invest Securities, however, questioned the cost of deploying the delivery service outside France in markets which they said were only just beginning to emerge as food e-commerce outlets.   SOURCE : https://www.esmmagazine.com/retail/carrefour-goes-for-fast-home-delivery-with-glovo-deal-77859

Health and indulgence driving snacking trend in France: Mintel

As the snacking trend grows in France, market research firm Mintel looks at which claims – including gluten-free, high fibre, and high protein – are attracting shoppers in ‘the Hexagon’. While traditionally seen as unhealthy food to avoid, one-third of French consumers now say that snacks have become essential due to their busy lifestyles. Shoppers are, however, looking to combine ‘health’ with ‘indulgence’ when purchasing their ‘goûter’ – or afternoon snack. According to data from Mintel, gluten-free snacks are perceived by consumers to be ‘significantly healthier’ than their conventional counterparts. This is especially true for consumers aged 16 to 43-years-old, said the market research firm. French company Funky Veggie is one brand appealing to French consumers with their gluten-free cocunut balls. The balls are vegan, and filled with a chocolate and hazelnut centre. Made from dates and coconut, the balls are free from refined sugar, preservatives, flavours and additives. Belgian brandNature Addicts offers another gluten-free favourite for French shoppers. The firm’s Vanilla Energy Balls provide a source of fibre and are free from additives – and are cold pressed to better preserve ingredients. Aside form ‘gluten-free’, French consumers are also interested in snacks that are high in fibre, minimally processed, and that contain vegetable-based ingredients. “Brands should target younger consumers who are genuinely more convinced of the value od gluten-free claims on snacks. In terms of purchase intents, gluten-free products that stress minimally processed ingredients fare the best in the overall snacks category,” said global food and drink analysist at Mintel, Ophélie Buchet. Brands also need to innovate more with wholesome veggie ingredients as they command a higher purchase intent, Buchet continued. “The market for veggie snacks is becoming more crowded, however, and the difference will be made on the ‘real veggie’ content communicated clearly on pack”. SOURCE : https://www.foodnavigator.com/Article/2019/07/17/Health-and-indulgence-driving-snacking-trend-in-France-Mintel

Carrefour Would Have ‘More To Gain’ In Hypothetical Merger With Casino, Says Barclays

Should Carrefour and Groupe Casino ever decide to merge, they would create a business that would lead the market in France and Brazil, while also benefiting from ‘significant synergies’, a new report from Barclays has found. Barclays said that while talks between the two operates failed last year, a merger of the two French retail giants could be again on the table, given the challenges experienced by Rallye, Casino’s largest shareholder. In addition, Carrefour CEO Alexandre Bompard has suggested in recent interviews that “there will be consolidation in the retail sector in the coming years”, re-igniting discussions over whether the group is planning to make a move for one of its major rivals. In its report, Barclays suggests that a merged Carrefour and Casino would see potential gross savings of between 0.7% and 1.1% of total sales, which could be worth more than €1 billion. This would be value-accretive for shareholders, while execution risks would also be relatively limited, according to Barclays. Total sales at the combined entity would be in excess of €110 billion, with EBIT of around €3.3 billion. Competition Concerns The biggest hurdle to a merger would likely come from a competition perspective, with the recent collapse of the Sainsbury’s-Asda merger highlighting the ‘risk of presuming regulatory consent’, says Barclays. The hypothetical Carrefour-Casino entity would have a market share of around 30% in France and around 50% in Brazil, making it a leader in both markets, and likely necessitating significant store disposals. But the French competition authorities have moved in the past to approve deals that would see significant sector consolidation, such as that of Fnac and Darty in 2016. Fnac’s chief executive at the time, of course, was the current Carrefour CEO Alexandre Bompard, indicating that the young executive has previous when it comes to navigating a complex merger process. Commercial Synergies A proposed merger could present commercial synergies in that the formats of both are complementary; Carrefour is more skewed towards hypermarkets, while Casino’s store network is focused around supermarkets and convenience stores. Casino’s Géant hypermarket division could also benefit from conversion to the Carrefour banner, given the latter’s better price perceptions, says Barclays. However, Carrefour would likely be less enamoured by Casino’s Leader Price banner, with the banner seen as a ‘logical candidate’ for store disposals, in the event that the French competition authorities required them. Store disposals would also be a likely necessity in Paris, according to Barclays, as a combined Carrefour-Casino business would control around 80% of the selling space and between 72% and 85% of food spend in the capital’s inner city. Strong Liquidity Carrefour is also sitting on a growing cash pile, says Barclays, with the recent sale of an 80% stake in its operations in China for around €1 billion, and the sale of its Cargo Property Assets logistics division to Argan for €290 million. This provides Carrefour with ‘ammunition, if the company were to consider a partial cash offer’, according to Barclays. Carrefour would be unlikely to ‘pay a significant premium to Casino’s shareholders’, says Barclays, due to a number of factors: the weak negotiating position of leading shareholder Rallye; a lack of potential buyers within France for the Groupe Casino as a whole; and the relative weakness of Casino’s performance in France. Last year, Casino completed a €1.5 billion asset disposal programme, and promptly announced plans to dispose of a further €1 billion worth of assets, Barclays noted. However, this wasn’t enough to prevent a further downgrade of Casino’s debt rating in France, by ratings agency S&P, in April. Notably, Carrefour has been fairly quiet as regards snapping up Casino’s offloaded assets, with the majority of disposed stores since the start of the year being acquired by discounter Lidl or by independently-operated Leclerc members. ‘If such a combination were to proceed, we believe Carrefour would have more to gain’, Barclays said.   SOURCE : https://www.esmmagazine.com/retail/carrefour-gain-hypothetical-merger-casino-says-barclays-77773?auth=login

Retail catering market in Germany

Why is consumers’ choice for retail catering products often contrary to general trends for health and sustainability? One reason is that many retail catering options do not meet  today‘s modern consumers‘ expectations – they criticise poor quality and an unhealthy offer. The demand for varying, healthy food that is tasty has not yet been implemented adequately but, at the same time, retailers use retail catering more and more as a criteria for profiling. Click here to view our slides on opportunities as an international food & drink manufacturer on the German market and contact us for more information Back to Green Seed Germany site Green Seed Germany GmbH Nicole Günther Tel. +49 69/ 971 291 25 E-mail: nguenther[at]greenseedgroup.de     Images: Ikea Deutschland; Wasgau  

New Opportunities for Private Label Manufacturers

The increase in brand listings (and recently even brand promotions) in discount not only accounted for a slight drop of 0.5% in the private label share in 2018 but also for challenges in grocery retail to find new ways and strategies to differentiate from competition. Large food retailers have identified their value-added private label products as the main tool for differentiation in order to win consumer loyalty and have continuously developed and fine-tuned their product ranges in this area. Of course, this leads to greater opportunities along with new challenges for private label manufacturers: An increasing variety of products, regional differences and extremely detailed retailer specifications now require producers to master a high level of complexity. In addition, an increasing pace with quickly rotating product variants and new upcoming topics, such as the reduction of sugar or the avoidance of plastic packaging, call for clear dedication, and consequently, a high level of service orientation towards retail partners. Retailers depend strongly on capable private label suppliers with a high level of expertise. This is an opportunity for international manufacturers to contribute unique products to German retailers’ private label ranges. Back to Green Seed Germany site Green Seed Germany GmbH Nicole Günther Tel. +49 69/ 971 291 25 E-mail: nguenther[at]greenseedgroup.de

The Organic Market In France

It is impossible to deny that France has a well-established and broad organic food market, but its take-off in the mainstream retail industry over the last few years is stunning. This separate but parallel growth alongside specialist organic retailers is a true sign of how organic food is no longer a niche or alternative food ‘fad’. Indeed, it is arguably no longer a ‘fad’ at all. Organic food is without a doubt one of the most important ‘trends’ or ‘waves’ in France today; 2018 saw the organic food market make a turnover of over €8 billion of which over €4 billion is in mainstream retail. 92% of responders in a study by Agence Bio/CSA at the end of 2018 said that they had consumed organic products over the last year whilst ¾ said they consume organic products once a month and 16% daily. Whilst organic F&B consumptions are noticeable amongst every age group, it is surprisingly popular amongst the 18-24s, generation Z who, despite their smaller financial means are (according to the Agence Bio poll) prepared to pay more money for products that they view as better for their health, cuisine, and environment. Older generations, on the other hand, are less likely to pay more for organic F&B due to the high costs; they do not view it as worth the money. * Another sign of organic F&B’s growing importance in France is its significant mainstream retail presence, particularly in the private label sector which accounts for over 40% of the organic F&B market share. Mainstream retail is now the N°1 distribution channel for 80% of organic consumers and overall annual growth is 25% (23% for convenience and 33% for click&collect. This has pushed specialist organic retailers to innovate in order to compete as their growth ‘lags’ at 15%. For example, Naturalia’s new “Marché Bio” or Biocoop’s “Dada”. In conclusion, no sector of the F&B industry has escaped the organic wave in France and it is on its way to becoming part of France’s mainstream. However, with a market in such flux, it is very difficult to predict the future. SOURCES: LSA, Points de Vente, Le Figaro https://mailchi.mp/90081930c0ea/international-food-news-july-578973

The Organic Market in France

    It is impossible to deny that France has a well-established and broad organic food market, but its take-off in the mainstream retail industry over the last few years is stunning. This separate but parallel growth alongside specialist organic retailers is a true sign of how organic food is no longer a niche or alternative food ‘fad’. Indeed, it is arguably no longer a ‘fad’ at all. Organic food is without a doubt one of the most important ‘trends’ or ‘waves’ in France today; 2018 saw the organic food market make a turnover of over €8 billion of which over €4 billion is in mainstream retail. 92% of responders in a study by Agence Bio/CSA at the end of 2018 said that they had consumed organic products over the last year whilst ¾ said they consume organic products once a month and 16% daily. Whilst organic F&B consumptions are noticeable amongst every age group, it is surprisingly popular amongst the 18-24s, generation Z who, despite their smaller financial means are (according to the Agence Bio poll) prepared to pay more money for products that they view as better for their health, cuisine, and environment. Older generations, on the other hand, are less likely to pay more for organic F&B due to the high costs; they do not view it as worth the money. * Another sign of organic F&B’s growing importance in France is its significant mainstream retail presence, particularly in the private label sector which accounts for over 40% of the organic F&B market share. Mainstream retail is now the N°1 distribution channel for 80% of organic consumers and overall annual growth is 25% (23% for convenience and 33% for click&collect. This has pushed specialist organic retailers to innovate in order to compete as their growth ‘lags’ at 15%. For example, Naturalia’s new “Marché Bio” or Biocoop’s “Dada”. In conclusion, no sector of the F&B industry has escaped the organic wave in France and it is on its way to becoming part of France’s mainstream. However, with a market in such flux, it is very difficult to predict the future. SOURCES: LSA, Points de Vente, Le Figaro https://mailchi.mp/90081930c0ea/international-food-news-july-578973

Carrefour to offer home delivery throughout France

Carrefour is rolling out two new online services. Within the domestic market of France, the supermarket group will start to offer home deliveries everywhere from 2020 onward. And this year, customers will already be able to pick up their orders within two hours.   Home delivery in 75 cities A statement to the French unions reveals Carrefour is steadily expanding its online services, according to trade journal LSA Conso. CEO Alexandre Bompard has announced the phased rollout of the services ‘Carrefour Livré Chez Vous’ and ‘Click and Collect’. Home delivery was first tested last year from 52 stores, including 23 hypermarkets. The deliveries generated a turnover of 107.3 million euros, Bompard told the employees.   Any city with 10,000 inhabitants This year, some 42 stores will be added, including 26 hypermarkets this time around. That should make it possible to serve about 45 city regions and 30 cities with medium or smaller populations by the end of 2019. By 2020, home delivery will be available in every French city with more than 10,000 inhabitants. Earlier on, the supermarket chain announced that specific warehouses are most effective in big cities such as Paris or Lyon, while in more thinly populated areas, online deliveries are best prepared manually within the stores. In the south of Paris, a new distribution centre and several new stores will be opened for the expansion.   ‘Click and collect’ within two hours The service ‘click and collect’ will be rolled out nation-wide. That service allows customers to pick up non-food items within two hours of ordering them. From July 23rd onward, this will be available in every Carrefour hypermarket that already has a ‘drive’ – a pick-up point for online food orders. Concretely, 189 French hypermarkets are involved. They will also have to make their actual supplies visible online from now on: available products can be reserved and picked up within two hours. In 2019, Carrefour is hoping to process some 813,056 online non-food orders, an exponential increase compared to the 29,582 orders in 2018. Next year, Bompard is hoping to pass the milestone of one million orders. By then, some 7,745 items should be available through click and collect.   SOURCE: https://www.retaildetail.eu/en/news/food/carrefour-offer-home-delivery-throughout-france

Carrefour to offer home delivery throughout France

Carrefour is rolling out two new online services. Within the domestic market of France, the supermarket group will start to offer home deliveries everywhere from 2020 onward. And this year, customers will already be able to pick up their orders within two hours.   Home delivery in 75 cities A statement to the French unions reveals Carrefour is steadily expanding its online services, according to trade journal LSA Conso. CEO Alexandre Bompard has announced the phased rollout of the services ‘Carrefour Livré Chez Vous’ and ‘Click and Collect’. Home delivery was first tested last year from 52 stores, including 23 hypermarkets. The deliveries generated a turnover of 107.3 million euros, Bompard told the employees.   Any city with 10,000 inhabitants This year, some 42 stores will be added, including 26 hypermarkets this time around. That should make it possible to serve about 45 city regions and 30 cities with medium or smaller populations by the end of 2019. By 2020, home delivery will be available in every French city with more than 10,000 inhabitants. Earlier on, the supermarket chain announced that specific warehouses are most effective in big cities such as Paris or Lyon, while in more thinly populated areas, online deliveries are best prepared manually within the stores. In the south of Paris, a new distribution centre and several new stores will be opened for the expansion.   ‘Click and collect’ within two hours The service ‘click and collect’ will be rolled out nation-wide. That service allows customers to pick up non-food items within two hours of ordering them. From July 23rd onward, this will be available in every Carrefour hypermarket that already has a ‘drive’ – a pick-up point for online food orders. Concretely, 189 French hypermarkets are involved. They will also have to make their actual supplies visible online from now on: available products can be reserved and picked up within two hours. In 2019, Carrefour is hoping to process some 813,056 online non-food orders, an exponential increase compared to the 29,582 orders in 2018. Next year, Bompard is hoping to pass the milestone of one million orders. By then, some 7,745 items should be available through click and collect.   SOURCE: https://www.retaildetail.eu/en/news/food/carrefour-offer-home-delivery-throughout-france

Lidl The Big Winner In Latest French Market Share Figures

Discounter Lidl was the big winner in the latest market share figures for the French market, published by Kantar. The retailer saw a 50-basis-point increase in value sales, to sit on 5.9% market share in the period from 13 May to 9 June (P6), attracting 460,000 new shoppers over the four weeks therein. According to Kantar, Lidl has been steadily increasing its customer numbers since the start of the year, and also retaining shoppers. Market Movers Other positive performers included Système U, which reported a 30-basis-point gain in the P6 period, to hold 10.8% market share. Système U has attracted an additional 170,000 shoppers, Kantar noted. Market leader E.Leclerc, meanwhile, reinforced its position at the top, with a 30-basis-point increase, to leave it on 21.7% market share. Store growth has contributed two thirds of its increase in sales, while its Drive network has contributed one third. Another retailer that has seen gains in the most recent period is Groupement Les Mousquetaires, which was up ten basis points, to 15%.   SOURCE: https://www.esmmagazine.com/retail/lidl-big-winner-latest-france-market-share-figures-77287

Lidl The Big Winner In Latest French Market Share Figures

Discounter Lidl was the big winner in the latest market share figures for the French market, published by Kantar. The retailer saw a 50-basis-point increase in value sales, to sit on 5.9% market share in the period from 13 May to 9 June (P6), attracting 460,000 new shoppers over the four weeks therein. According to Kantar, Lidl has been steadily increasing its customer numbers since the start of the year, and also retaining shoppers. Market Movers Other positive performers included Système U, which reported a 30-basis-point gain in the P6 period, to hold 10.8% market share. Système U has attracted an additional 170,000 shoppers, Kantar noted. Market leader E.Leclerc, meanwhile, reinforced its position at the top, with a 30-basis-point increase, to leave it on 21.7% market share. Store growth has contributed two thirds of its increase in sales, while its Drive network has contributed one third. Another retailer that has seen gains in the most recent period is Groupement Les Mousquetaires, which was up ten basis points, to 15%. SOURCE: https://www.esmmagazine.com/retail/lidl-big-winner-latest-france-market-share-figures-77287

Demand for milk alternatives is picking up speed in Germany

Parallel to trends for increased health, animal welfare and sustainability, the demand for milk alternatives is picking up speed in Germany. According to Nielsen, plant-based beverages could soon account for 50% of the flavoured milk market. With your product know-how as a beverage manufacturer and our expertise and network in the German grocery retail/ foodservice environment, we can make a success story out of your launch in Germany. All you need to do is contact us at to begin your company’s journey onto the German market. Back to Green Seed Germany site Green Seed Germany GmbH Nicole Günther Tel. +49 69/ 971 291 25 E-mail: nguenther[at]greenseedgroup.de     Image by rawpixel from Pixabay

World Meat Free Week

From 17th to 23rd June 2019, we celebrated the World Meat Free Week. This global initiative returns to put a spotlight on the importance of reducing our meat intake for the sake of our planet by encouraging people to make at least one meal meat free. Switching to meat free instead of meat has a huge impact on the environment. You reduce your water consumption, CO2 emissions, and so on! Green Seed Belgium helped supporting this initiative in Belgium. We involved schools & companies to participate to the World Meat Free Week, together with foodservice player Compass Group. The vegetarian offer in the canteens got extended, tastings of Quorn were prepared by chefs. By communicating on the benefits of eating meat free and getting people to try the delicious vegetarian meals, people realised how easy it is to change in food habits. The result? Happy consumers, delicious meals and a great gesture for the planet. A big thank you to all! https://greenseedgroup.com/wp-content/uploads/2019/07/Short-2-FR.mp4  

Premium + Plant Based – Tesco’s vision of the future

Tesco is planning a tenfold increase in plant based ready meals under a new own brand Plant Chef as part of a range of thought-provoking plans to inject growth in the coming years.  Vegan friendly meals have been a big success to date (the Wicked Kitchen range) and Tesco is betting on growing popularity of these items. The retailer is also considering piloting convenience stores which would focus exclusively on its Finest premium own label ranges – potentially competing head on with the likes of M&S Simply Food and Little Waitrose. While convenience and discounting are both continuing to grow strongly in the UK market (especially the latter), the future seems less clear for its recently launched Jack’s discount fascia.  Nine stores have been opened since launch in September 2018 but no announcement of future expansion has been made by the company, and the suggestions by some that Tesco could be preparing to take on Aldi and Lidl directly seem wide of the mark.

Europe’s food sector shows highest growth of sustainable product sales

Food retailers in France, Germany, Italy and the Netherlands are finding growing consumer demand for sustainably sourced products, according to a survey of over 1,800 companies in the five countries by the International Trade Commission. The first retail survey of its kind, commissioned by the European Commission Directorate-General for Trade, covered seven other retail product groups: beverages, clothing, computers, household and office furniture, mobile phones, printed materials, and toys and games. However, the food sector stood out, with food products showing the highest growth of sustainable product sales (18.3%) in the last five years. In addition, 98% of food retailers reported increased sales of sustainable products over the past five years (compared to 85% for all), and 97% of food retailers expected sales in sustainable products to increase in the next five years, compared to 92% for all sectors. ‘CONSUMER BRANDS THAT DEMONSTRATE COMMITMENT TO SUSTAINABILITY OUTPERFORM THOSE THAT DON’T’ ​ The ITC report is not the first to reveal the growing demand for sustainably produced products among consumers in recent years. According to market research firm Nielson, which carried out an online survey of 30,000 consumers in 60 countries in 2015, 68% said they were willing to pay extra for sustainable goods, up from 50% two years earlier. Companies that demonstrated a commitment to sustainability also saw their sales grow four times higher than those that did not. But the ITC report is the first survey to investigate the sourcing strategies among retailers. It discovered that 98.5% of those surveyed considered sustainability as a factor in product sourcing. In addition, 96% had implemented strategies to buy from sources that were certified as socially or environmentally sustainable. Three-quarters had sustainable sourcing commitments, which they implement through voluntary sustainability standards or corporate sustainability codes of conduct. The highest commitments to sustainable sourcing were among Dutch (91%) and German (84%) retailers. CONSUMERS INCREASINGLY SEEK PRODUCTS THAT REFLECT ETHICAL TREATMENT OF WORKERS AND ARE ENVIRONMENTALLY CONSCIOUS​ “‘The traditional way of doing business is outdated. It is time to think and act with respect and engage all actors in a virtuous circle​,” said David Gobert, general director of coffee company Les Cafés Dagobert, who was interviewed in the ITC survey. “Our company is born from an extremely personal ambition to link to producers, and break the unfair global coffee market that provokes very vulnerable situations through volatility and speculation. It has now been 10 years that we are working on sustainable chains for coffee, with quite a successful approach that does not need the big speculators and traders, and builds on simple human relationships with all our suppliers and directly with cooperatives and producers.”​ “We believe in a fair distribution of profits and benefits, and in doing business transparently,”​ added Luca Zocca, director of marketing and responsibility at Italian organic fruit and vegetable firm Brio. “We use sustainability standards to support organic farming, bring farmers together, protect biodiversity and nature, and safeguard human health. We also direct our activities towards a sustainable financial model aimed at fairly distributing the income generated along the supply chain, from farmer to end user.”​ WHICH SUSTAINABILITY STANDARDS ARE BEING APPLIED?​ More than 60% of retailers in all eight sectors looked at were using more than three standards or codes for sourcing sustainable products. Organic and Fairtrade were the most frequently used standards in the food sector. The report noted that 25% of retailers used organic standards for sourcing food products, and 15% of retailers used Fairtrade. In the beverage category, 26% and 21% of retailers used these standards for sourcing beverages in 2015-2017 respectively. The EU is the second largest market after the US for products produced in compliance with organic standards, according to the study. Germany and France were the largest EU markets for organic products, with €10 billion and €7.9 billion respectively in retail sales, accounting for just over half of the EU market. Global retail sales of Fairtrade certified products rose over 80% from €4.36 billion in 2010 to €7.88 billion in 2016, according to Nielson. Recommendations for policymakers, retailers and suppliers​ EU Trade Commissioner Cecilia Malmström said: “In the EU we have put sustainability at the heart of our trade policy. This study shows that this was the right decision. Consumers increasingly care about where their products come from, and how they were made – they want to know that when they buy something, that the climate and workers’ rights have been respected. The good news is that retailers are beginning to respond. Today’s findings emphasise that we all have a role to play, as citizens, consumers, workers or entrepreneurs, in promoting open, fair and ethical trade.”​ Yet she said more action was still needed. “It is not just at EU level that action is required. National policymakers, local authorities, industries, individual companies and individual consumers have a role to play too. So far, voluntary standards have led the way, but for sustainable sourcing to be mainstreamed, governments and civil society must also show political will. We know that a growing number of consumers are already behind this endeavour, so I am optimistic that if we all work together, there can be a bright future for sustainable sourcing in the EU and beyond.”​ Reflecting on the crucial role that the demand for sustainable products plays for retailers and across value chains, ITC Executive Director Arancha González said: ‘This report carries an important message, especially for non-European businesses seeking to export to buyers in the EU: sustainability is key to your business model if you are to succeed in winning over European customers and consumers.’​ SOURCE : https://www.foodnavigator.com/Article/2019/05/29/Europe-s-food-sector-shows-highest-growth-of-sustainable-product-sales

Europe’s food sector shows highest growth of sustainable product sales

Food retailers in France, Germany, Italy and the Netherlands are finding growing consumer demand for sustainably sourced products, according to a survey of over 1,800 companies in the five countries by the International Trade Commission. The first retail survey of its kind, commissioned by the European Commission Directorate-General for Trade, covered seven other retail product groups: beverages, clothing, computers, household and office furniture, mobile phones, printed materials, and toys and games. However, the food sector stood out, with food products showing the highest growth of sustainable product sales (18.3%) in the last five years. In addition, 98% of food retailers reported increased sales of sustainable products over the past five years (compared to 85% for all), and 97% of food retailers expected sales in sustainable products to increase in the next five years, compared to 92% for all sectors. ‘CONSUMER BRANDS THAT DEMONSTRATE COMMITMENT TO SUSTAINABILITY OUTPERFORM THOSE THAT DON’T’ ​ The ITC report is not the first to reveal the growing demand for sustainably produced products among consumers in recent years. According to market research firm Nielson, which carried out an online survey of 30,000 consumers in 60 countries in 2015, 68% said they were willing to pay extra for sustainable goods, up from 50% two years earlier. Companies that demonstrated a commitment to sustainability also saw their sales grow four times higher than those that did not. But the ITC report is the first survey to investigate the sourcing strategies among retailers. It discovered that 98.5% of those surveyed considered sustainability as a factor in product sourcing. In addition, 96% had implemented strategies to buy from sources that were certified as socially or environmentally sustainable. Three-quarters had sustainable sourcing commitments, which they implement through voluntary sustainability standards or corporate sustainability codes of conduct. The highest commitments to sustainable sourcing were among Dutch (91%) and German (84%) retailers. CONSUMERS INCREASINGLY SEEK PRODUCTS THAT REFLECT ETHICAL TREATMENT OF WORKERS AND ARE ENVIRONMENTALLY CONSCIOUS​ “‘The traditional way of doing business is outdated. It is time to think and act with respect and engage all actors in a virtuous circle​,” said David Gobert, general director of coffee company Les Cafés Dagobert, who was interviewed in the ITC survey. “Our company is born from an extremely personal ambition to link to producers, and break the unfair global coffee market that provokes very vulnerable situations through volatility and speculation. It has now been 10 years that we are working on sustainable chains for coffee, with quite a successful approach that does not need the big speculators and traders, and builds on simple human relationships with all our suppliers and directly with cooperatives and producers.”​ “We believe in a fair distribution of profits and benefits, and in doing business transparently,”​ added Luca Zocca, director of marketing and responsibility at Italian organic fruit and vegetable firm Brio. “We use sustainability standards to support organic farming, bring farmers together, protect biodiversity and nature, and safeguard human health. We also direct our activities towards a sustainable financial model aimed at fairly distributing the income generated along the supply chain, from farmer to end user.”​ WHICH SUSTAINABILITY STANDARDS ARE BEING APPLIED?​ More than 60% of retailers in all eight sectors looked at were using more than three standards or codes for sourcing sustainable products. Organic and Fairtrade were the most frequently used standards in the food sector. The report noted that 25% of retailers used organic standards for sourcing food products, and 15% of retailers used Fairtrade. In the beverage category, 26% and 21% of retailers used these standards for sourcing beverages in 2015-2017 respectively. The EU is the second largest market after the US for products produced in compliance with organic standards, according to the study. Germany and France were the largest EU markets for organic products, with €10 billion and €7.9 billion respectively in retail sales, accounting for just over half of the EU market. Global retail sales of Fairtrade certified products rose over 80% from €4.36 billion in 2010 to €7.88 billion in 2016, according to Nielson. Recommendations for policymakers, retailers and suppliers​ EU Trade Commissioner Cecilia Malmström said: “In the EU we have put sustainability at the heart of our trade policy. This study shows that this was the right decision. Consumers increasingly care about where their products come from, and how they were made – they want to know that when they buy something, that the climate and workers’ rights have been respected. The good news is that retailers are beginning to respond. Today’s findings emphasise that we all have a role to play, as citizens, consumers, workers or entrepreneurs, in promoting open, fair and ethical trade.”​ Yet she said more action was still needed. “It is not just at EU level that action is required. National policymakers, local authorities, industries, individual companies and individual consumers have a role to play too. So far, voluntary standards have led the way, but for sustainable sourcing to be mainstreamed, governments and civil society must also show political will. We know that a growing number of consumers are already behind this endeavour, so I am optimistic that if we all work together, there can be a bright future for sustainable sourcing in the EU and beyond.”​ Reflecting on the crucial role that the demand for sustainable products plays for retailers and across value chains, ITC Executive Director Arancha González said: ‘This report carries an important message, especially for non-European businesses seeking to export to buyers in the EU: sustainability is key to your business model if you are to succeed in winning over European customers and consumers.’​   SOURCE : https://www.foodnavigator.com/Article/2019/05/29/Europe-s-food-sector-shows-highest-growth-of-sustainable-product-sales

Carrefour sees more retail sector consolidation, including in France

PARIS (Reuters) – The boss of Carrefour said on Friday the retail sector was bound to consolidate in the coming years, notably in France, as competition intensifies, and that his mission was to make sure the French retailer came out a winner. When asked if Carrefour could exit underperforming countries such as Italy or China, Alexandre Bompard told an annual shareholders meeting he was confident his overhaul plan “could improve the operational situation in each of our countries”. Carrefour, which is Europe’s largest retailer, is in the midst of a five-year plan it launched in January 2018 to cut costs and jobs, boost e-commerce investment and seek a partnership in China with Tencent. Carrefour’s plan, which also entails a greater focus on areas such as fresh local products, organic food and sustainability, is aimed at helping the retailer boost profits and revenues, and tackle competition from Amazon. “There are a lot of competitors in markets like Italy or in France and weak sector margins and we are only at the beginning of the arrival of large platforms like Amazon. There will be difficulties and consolidations in coming years,” Bompard said. “My mission is to be in the winners’ camp and the transformation we are conducting will put us among winners,” Last year, Carrefour and French rival Casino were locked in a dispute after Casino said it had rejected a tie-up approach from Carrefour that Carrefour denied making. Since then, Casino’s parent Rallye has filed for protection from creditors. Meanwhile, French rival Auchan has sold most of its loss-making business in Italy, while it also faces tough market conditions in France. Last month, people familiar with the matter told Reuters that Carrefour was exploring the sale of a minority stake in its loss-making business in China and had started sounding out potential buyers. The group has, however, said a sale of the business in China was not on the agenda. In line with Carrefour’s ambition to become a leader in the global transition towards healthier and more sustainable food, its shareholders on Friday approved a new mission statement to include its commitment to the transition in its bylaws.   SOURCE : https://uk.reuters.com/article/us-carrefour-agm-idUKKCN1TF1UJ

Kettle Foods deepens its Norfolk roots with £2.7m potato processing investment

A well-known Norwich crisps brand has embedded its roots in Norfolk for decades to come by investing £2.7m in a new potato processing building – unlocking the factory’s future growth potential. Kettle Foods has been making crisps in Norwich for more than 30 years, with the majority of its potatoes grown within 30 miles of the factory. The new intake and grading building at the firm’s Bowthorpe headquarters is expected to handle 63,000 tonnes of Norfolk-grown potatoes in the next 12 months – but it has the capacity to process 120,000 tonnes per year, opening the door for future expansion. It includes a trailer bay able to unload eight bulk lorries; a grader to remove stones, soil and under-sized potatoes; a barrel washer; a “halver” to chop large potatoes to the correct size; and an optical separator which can identify and remove unwanted foreign objects by using three cameras, taking as many as 40 images of every item passing through the conveyors, to assess their colour and density. Finally, the last line of defence for food quality and safety is a state-of-the art x-ray to extract any dangers hidden from the cameras, ensuring that nothing but premium potatoes are transported via a water flume system to the cooking rooms. The two year project had been completed just an hour before the launch event. Ashley Hicks, Managing Director: “ 30 years ago our founders set up home in Norfolk to be as close as possible to our potato farmers and we still love using locally grown potatoes today. This new intake facility will enable us to expand so that Norwich remains the home of Kettle Foods for many more years to come.” “We are celebrating our 30th birthday this year so this is a really fitting milestone for us to be opening a building which will set us up for the next 30 years.” “We have got some state-of-the-art equipment we are using that is not used anywhere else in the UK potato industry, particularly the X-ray to make sure no foreign bodies get into our process. For us, that is the most important thing. We want to make sure that food safety and quality is critical.” Of the project cost, £1.7m is being funded by Kettle Foods with the support of parent company Campbell’s, and £1m has been grant-funded through the Growth Programme of the Rural Development Programme for England, provided by the European Agricultural Fund for Rural Development (EAFRD). The new building upgrades Kettle Foods’ entire potato intake process and moves it to a new building on land next to the existing factory – boosting intake capacity and freeing up internal manufacturing space for future expansion. Dan Hewitt, Kettle’s head of agriculture: “It is an absolute game-changer for Kettle Foods, and for Norfolk, and for our growers. The ability of this kit for cleaning and sorting potatoes, and foreign object detection, is absolutely the best in the business and this investment with our partners has given us a massive, massive advantage. The building has given us the capacity to go north of 120,000 tonnes a year. Until now the limitation to our growth was our intake, but that is no longer the case. We have freed up room for expansion within the factory.” The new building was formally opened by Melvyn Mickleburgh, who had worked at the old potato intake for 27 years and postponed his retirement to see the replacement facility up and running. He was joined by other long-serving workers and some of the farmers who supply potatoes to the factory. Trimingham farmer James Harrison is chairman of the Kettle Growers’ Group: “This investment gives us massive confidence. It is great to be supplying a local factory with a good product but seeing the investment they have made in the back-end is key for us as growers. It gives us security going forward.” SOURCE : https://www.potatopro.com/news/2019/kettle-foods-deepens-its-norfolk-roots-%C2%A327m-potato-processing-investment

French organic agriculture sees record growth

In France, organic agriculture confirmed its strength in 2018, particularly in production. This included both an increase in the lands devoted to organic agriculture and the consumption of organic products, but also job creation: the industry had its best growth in six years and doubled the production from five years ago. Five thousand additional farms were certified organic in 2018. In total, 41,600 farms are working in organic agriculture all across France, which represents 9.5% of farms. The agricultural surface dedicated to organic agriculture reached nearly five million acres in 2018, or 7.5% of the usable agricultural area of France. This represented a 17% increase in the land used for organic agriculture compared to 2017. The conversion of farms to organic is booming to meet the strong consumer demand. In 2018, organic egg laying hens represented 13.3% of the national total. The French regions of Occitanie, Auvergne-Rhône-Alpes and Nouvelle Aquitaine were the three biggest regions when it comes to the number of organic producers in 2018. As for consumption, the market for French organic products continue to democratize. Nearly 5% of food consumed in French homes are organic agricultural products. In 2018, the market increased by 15% and reached 9.7 billion euros. Organic consumption is developing in all types of products. 69% of organic products consumed in France are produced in the country. The role of large distributors is strengthening with the sale of organic products in 2018, reaching 49% market share. Specialty stores represents 34% of sales and 12% are direct-to-consumer sales. Finally, the French organic market is second in the European Union, worth 9.8 billion euros.   SOURCE :https://frenchfoodintheus.org/4249

Carrefour sees more retail sector consolidation, including in France

PARIS (Reuters) – The boss of Carrefour said on Friday the retail sector was bound to consolidate in the coming years, notably in France, as competition intensifies, and that his mission was to make sure the French retailer came out a winner. When asked if Carrefour could exit underperforming countries such as Italy or China, Alexandre Bompard told an annual shareholders meeting he was confident his overhaul plan “could improve the operational situation in each of our countries”. Carrefour, which is Europe’s largest retailer, is in the midst of a five-year plan it launched in January 2018 to cut costs and jobs, boost e-commerce investment and seek a partnership in China with Tencent. Carrefour’s plan, which also entails a greater focus on areas such as fresh local products, organic food and sustainability, is aimed at helping the retailer boost profits and revenues, and tackle competition from Amazon. “There are a lot of competitors in markets like Italy or in France and weak sector margins and we are only at the beginning of the arrival of large platforms like Amazon. There will be difficulties and consolidations in coming years,” Bompard said. “My mission is to be in the winners’ camp and the transformation we are conducting will put us among winners,” Last year, Carrefour and French rival Casino were locked in a dispute after Casino said it had rejected a tie-up approach from Carrefour that Carrefour denied making. Since then, Casino’s parent Rallye has filed for protection from creditors. Meanwhile, French rival Auchan has sold most of its loss-making business in Italy, while it also faces tough market conditions in France. Last month, people familiar with the matter told Reuters that Carrefour was exploring the sale of a minority stake in its loss-making business in China and had started sounding out potential buyers. The group has, however, said a sale of the business in China was not on the agenda. In line with Carrefour’s ambition to become a leader in the global transition towards healthier and more sustainable food, its shareholders on Friday approved a new mission statement to include its commitment to the transition in its bylaws.   SOURCE : https://uk.reuters.com/article/us-carrefour-agm-idUKKCN1TF1UJ

Kettle Foods deepens its Norfolk roots with £2.7m potato processing investment

A well-known Norwich crisps brand has embedded its roots in Norfolk for decades to come by investing £2.7m in a new potato processing building – unlocking the factory’s future growth potential. Kettle Foods has been making crisps in Norwich for more than 30 years, with the majority of its potatoes grown within 30 miles of the factory. The new intake and grading building at the firm’s Bowthorpe headquarters is expected to handle 63,000 tonnes of Norfolk-grown potatoes in the next 12 months – but it has the capacity to process 120,000 tonnes per year, opening the door for future expansion. It includes a trailer bay able to unload eight bulk lorries; a grader to remove stones, soil and under-sized potatoes; a barrel washer; a “halver” to chop large potatoes to the correct size; and an optical separator which can identify and remove unwanted foreign objects by using three cameras, taking as many as 40 images of every item passing through the conveyors, to assess their colour and density. Finally, the last line of defence for food quality and safety is a state-of-the art x-ray to extract any dangers hidden from the cameras, ensuring that nothing but premium potatoes are transported via a water flume system to the cooking rooms. The two year project had been completed just an hour before the launch event. Ashley Hicks, Managing Director: “ 30 years ago our founders set up home in Norfolk to be as close as possible to our potato farmers and we still love using locally grown potatoes today. This new intake facility will enable us to expand so that Norwich remains the home of Kettle Foods for many more years to come.” “We are celebrating our 30th birthday this year so this is a really fitting milestone for us to be opening a building which will set us up for the next 30 years.” “We have got some state-of-the-art equipment we are using that is not used anywhere else in the UK potato industry, particularly the X-ray to make sure no foreign bodies get into our process. For us, that is the most important thing. We want to make sure that food safety and quality is critical.” Of the project cost, £1.7m is being funded by Kettle Foods with the support of parent company Campbell’s, and £1m has been grant-funded through the Growth Programme of the Rural Development Programme for England, provided by the European Agricultural Fund for Rural Development (EAFRD). The new building upgrades Kettle Foods’ entire potato intake process and moves it to a new building on land next to the existing factory – boosting intake capacity and freeing up internal manufacturing space for future expansion. Dan Hewitt, Kettle’s head of agriculture: “It is an absolute game-changer for Kettle Foods, and for Norfolk, and for our growers. The ability of this kit for cleaning and sorting potatoes, and foreign object detection, is absolutely the best in the business and this investment with our partners has given us a massive, massive advantage. The building has given us the capacity to go north of 120,000 tonnes a year. Until now the limitation to our growth was our intake, but that is no longer the case. We have freed up room for expansion within the factory.” The new building was formally opened by Melvyn Mickleburgh, who had worked at the old potato intake for 27 years and postponed his retirement to see the replacement facility up and running. He was joined by other long-serving workers and some of the farmers who supply potatoes to the factory. Trimingham farmer James Harrison is chairman of the Kettle Growers’ Group: “This investment gives us massive confidence. It is great to be supplying a local factory with a good product but seeing the investment they have made in the back-end is key for us as growers. It gives us security going forward.” SOURCE : https://uk.reuters.com/article/us-carrefour-agm-idUKKCN1TF1UJ

French organic agriculture sees record growth

In France, organic agriculture confirmed its strength in 2018, particularly in production. This included both an increase in the lands devoted to organic agriculture and the consumption of organic products, but also job creation: the industry had its best growth in six years and doubled the production from five years ago. Five thousand additional farms were certified organic in 2018. In total, 41,600 farms are working in organic agriculture all across France, which represents 9.5% of farms. The agricultural surface dedicated to organic agriculture reached nearly five million acres in 2018, or 7.5% of the usable agricultural area of France. This represented a 17% increase in the land used for organic agriculture compared to 2017. The conversion of farms to organic is booming to meet the strong consumer demand. In 2018, organic egg laying hens represented 13.3% of the national total. The French regions of Occitanie, Auvergne-Rhône-Alpes and Nouvelle Aquitaine were the three biggest regions when it comes to the number of organic producers in 2018. As for consumption, the market for French organic products continue to democratize. Nearly 5% of food consumed in French homes are organic agricultural products. In 2018, the market increased by 15% and reached 9.7 billion euros. Organic consumption is developing in all types of products. 69% of organic products consumed in France are produced in the country. The role of large distributors is strengthening with the sale of organic products in 2018, reaching 49% market share. Specialty stores represents 34% of sales and 12% are direct-to-consumer sales. Finally, the French organic market is second in the European Union, worth 9.8 billion euros.   SOURCE : https://frenchfoodintheus.org/4249

Food Report 2020 – Snacking trend opens up new opportunities for international manufacturers in Germany

Everybody is talking about snacking and the trend will become even more pronounced in the coming year. International manufacturers now will have the opportunity to enter the German grocery retail and food service market with their innovative snacking products.   The “SNACKIFICATION” of food culture is an expression of a more flexible, spontaneous and individual society and was identified as one of next year’s major food trends by Hanni Ruetzler in her 2020 Food Report. It stands for the loosening of clear and learned structures of when, where and how to eat. Traditional meal times no longer structure our everyday lives, but we adapt our eating habits and structures more and more to more mobile and flexible living. Hence, snacks are increasing in demand and relevance and are no longer a synonym for unhealthy eating. New gastronomic concepts for high-quality and healthy snacking are emerging and even classic restaurants and retailers can no longer avoid the need to adapt to the trend of snacking. Further opportunities lie in the following trends as clustered by Ms Ruetzler: EATING ART: Art and design change the way we look at our food. This not only provides important “food for thought”, but also develops creative solutions – as a consequence, this also changes food production. BEYOND PLASTIC: The global plastic problem can no longer be denied and represents one of the greatest challenges for the food industry. Innovative start-ups stimulate the market with alternative solutions. Possibilities range from sustainable packaging to packaging-free systems. URBAN FOOD: Urban Food stands for new awareness and new movement that wants to promote innovation. Food production, processing and consumption are moving closer together again in urban areas. New technologies are bringing agriculture into cities and the production of new food becomes possible. Trends provide support and orientation for retailers and the food producing industry, simplify consumer’s choice and create an identity in today’s analogue and digital life. If you are interested in discussing your opportunities on the German market, please do not hesitate to get in touch with us: Nicole Günther Tel: +49 (0) 69 / 97 12 91-25 E-mail: nguenther[at]greenseedgroup.de Green Seed Germany GmbH Kennedyallee 93 60596 Frankfurt am Main Germany Picture by superbass https://commons.wikimedia.org/wiki/File:Clean_Eating_Bowl.jpg#/media/Datei:Clean_Eating_Bowl.jpg

Private Label Growth Overtakes National Brands In France

Private-label growth has overtaken that of national brands in France for the first time in over a year, new data has shown. According to IRI data for April 2019 (P4 2019), private label grew by 0.7% in the period, compared to 0.4% for national brands. Closing The Gap This is a marked difference from the previous period, in which national brands grew by 1.7%, but private label fell by 0.3%. Indeed, the closest that private-label growth has come to getting on a par with that of national brands was in December of last year (P12 2018), when national brands declined by 0.2% and private label declined by 0.4%. At the other end of the spectrum, in July of last year, the rate of growth in national brands was 5.0%, while private labels declined by 0.9% – a significant gap. Analyst Viewpoint Commenting on the findings, retail consultant Olivier Dauvers said, “The gap is small, of course, but it says a lot: a new era is opening up for retailer brands, whose competitiveness is improving, both through repositioning of the biggest names and a reinvestment in price. “Over the coming months, there will be, perhaps, exceptions to this trend, but the direction is clear: the return to favour of private label is going to last,” added Dauvers.   SOURCE: https://www.esmmagazine.com/private-label/private-label-growth-overtakes-national-brands-france-75229

French Govt Hopes To Ban Supermarkets From Destroying Unsold Non-Food Items

France is examining legislation banning supermarkets and producers from destroying unsold non-food items, said prime minister Edouard Philippe on Tuesday, as governments around the world look to cut down on waste and protect the environment. “We can avoid the scandalous waste of products and objects that are in perfectly good condition,” Philippe told reporters. Focus On Non-Food Items France already has legislation in place to ban supermarkets from destroying unsold food items, and any new legislation would tackle objects such as clothing, electronics or plastics. France’s main supermarket retailers include Casino, Carrefour, Auchan and Leclerc. Single-use plastic items such as straws, forks and knives as well as cotton buds are also due to be banned in the European Union by 2021 as the bloc pushes manufacturers to step up their recycling efforts. Last month, Carrefour and waste recycling company TerraCycle launched an initiative to tackle the problems of plastic waste threatening to destroy the environment. SOURCE: https://www.esmmagazine.com/retail/french-govt-hopes-to-ban-supermarkets-from-destroying-unsold-non-food-items-75923

French Govt Hopes To Ban Supermarkets From Destroying Unsold Non-Food Items

France is examining legislation banning supermarkets and producers from destroying unsold non-food items, said prime minister Edouard Philippe on Tuesday, as governments around the world look to cut down on waste and protect the environment. “We can avoid the scandalous waste of products and objects that are in perfectly good condition,” Philippe told reporters. Focus On Non-Food Items France already has legislation in place to ban supermarkets from destroying unsold food items, and any new legislation would tackle objects such as clothing, electronics or plastics. France’s main supermarket retailers include Casino, Carrefour, Auchan and Leclerc. Single-use plastic items such as straws, forks and knives as well as cotton buds are also due to be banned in the European Union by 2021 as the bloc pushes manufacturers to step up their recycling efforts. Last month, Carrefour and waste recycling company TerraCycle launched an initiative to tackle the problems of plastic waste threatening to destroy the environment. SOURCE: https://www.esmmagazine.com/retail/french-govt-hopes-to-ban-supermarkets-from-destroying-unsold-non-food-items-75923

Private Label Growth Overtakes National Brands In France

Private-label growth has overtaken that of national brands in France for the first time in over a year, new data has shown. According to IRI data for April 2019 (P4 2019), private label grew by 0.7% in the period, compared to 0.4% for national brands. Closing The Gap This is a marked difference from the previous period, in which national brands grew by 1.7%, but private label fell by 0.3%. Indeed, the closest that private-label growth has come to getting on a par with that of national brands was in December of last year (P12 2018), when national brands declined by 0.2% and private label declined by 0.4%. At the other end of the spectrum, in July of last year, the rate of growth in national brands was 5.0%, while private labels declined by 0.9% – a significant gap. Analyst Viewpoint Commenting on the findings, retail consultant Olivier Dauvers said, “The gap is small, of course, but it says a lot: a new era is opening up for retailer brands, whose competitiveness is improving, both through repositioning of the biggest names and a reinvestment in price. “Over the coming months, there will be, perhaps, exceptions to this trend, but the direction is clear: the return to favour of private label is going to last,” added Dauvers. SOURCE: https://www.esmmagazine.com/private-label/private-label-growth-overtakes-national-brands-france-75229

Kettle Chips releases crisp range with fruit and vegetable slices

ampbell Soup-owned Kettle Chips has launched a new range of potato crisps partnered with slices of fruit and vegetables. Three flavours are available in the UK: Kettle and apple slices with Norfolk pork sausage seasoning, Kettle and sweet potato slices with smoked chipotle and crème fraîche seasoning, and Kettle and beetroot slices with goat’s cheese and caramelised onion seasoning. Kettle said the flavours, which have been created by its chef Phil Hovey, transport consumers “to the flavours and textures of a complete meal in every bite”. Available in Sainsbury’s and Tesco stores from April, the 100g sharing bags will retail for £2.25. Last September, Kettle released a new line of Ridge Cut crisps in the UK, inspired by flavours from around the world. The range is available in sharing packs in three variants: Chinese spare ribs, barbecue beef brisket, and jalapeño Jack. Kettle said the crisps are made by freshly slicing whole potatoes rather than reforming the potato, which is said to carve out extra surface area for seasoning “for a big taste impact”. Kettle Foods, the manufacturer of Kettle Chips snacks, last June invested £2.7 million to upgrade the manufacturing capabilities of its Norwich factory. The Kettle Chips brand was acquired by Campbell Soup in 2017 as part of its $4.87 billion deal for Snyder’s-Lance. In its most recent financial results, Campbell’s recorded a 24.5% increase in second-quarter net sales, as it benefitted from the acquisitions of both Snyder’s-Lance and Pacific Foods. SOURCE: https://www.foodbev.com/news/kettle-chips-releases-crisp-range-with-fruit-and-vegetable-slices/

Kettle Chips releases crisp range with fruit and vegetable slices

Campbell Soup-owned Kettle Chips has launched a new range of potato crisps partnered with slices of fruit and vegetables. Three flavours are available in the UK: Kettle and apple slices with Norfolk pork sausage seasoning, Kettle and sweet potato slices with smoked chipotle and crème fraîche seasoning, and Kettle and beetroot slices with goat’s cheese and caramelised onion seasoning. Kettle said the flavours, which have been created by its chef Phil Hovey, transport consumers “to the flavours and textures of a complete meal in every bite”. Available in Sainsbury’s and Tesco stores from April, the 100g sharing bags will retail for £2.25. Last September, Kettle released a new line of Ridge Cut crisps in the UK, inspired by flavours from around the world. The range is available in sharing packs in three variants: Chinese spare ribs, barbecue beef brisket, and jalapeño Jack. Kettle said the crisps are made by freshly slicing whole potatoes rather than reforming the potato, which is said to carve out extra surface area for seasoning “for a big taste impact”. Kettle Foods, the manufacturer of Kettle Chips snacks, last June invested £2.7 million to upgrade the manufacturing capabilities of its Norwich factory. The Kettle Chips brand was acquired by Campbell Soup in 2017 as part of its $4.87 billion deal for Snyder’s-Lance. In its most recent financial results, Campbell’s recorded a 24.5% increase in second-quarter net sales, as it benefitted from the acquisitions of both Snyder’s-Lance and Pacific Foods. SOURCE: https://www.foodbev.com/news/kettle-chips-releases-crisp-range-with-fruit-and-vegetable-slices/

Carrefour testing discount hypermarket in Avignon

Unbeatable prices in a low-cost environment: that’s the Carrefour Essentiel concept in a nutshell. The retailer is currently testing the new formula in Avignon as one of the possible avenues to save Carrefour’s unprofitable hypermarkets. ‘The difference refunded five times’ Big red signs alert shoppers to the promise of unbeatable prices, round prices and ‘the difference refunded five times’. At the entrance there is a large outlet area as well as a more traditional promotional zone. Food products are put on display on metal warehouse shelves and on pallets. All fresh food departments are self-service, except for the butcher’s, which is outsourced. The store does have an extensive organic department. Non-food is very limited. Carrefour converted an existing, loss-making hypermarket to this new concept. The store’s surface was reduced from 10,500 sqm to 7,500 sqm and the assortment went from 32,000 to 15,000 sku’s, resulting in wider aisles and a clearer assortment that’s easier to ‘read’. Half of the 24 registers have been replaced by self-scanners. In short, the store’s name is aptly chosen: all the fat has been trimmed in order to focus on the essence. No decoration, no unnecessary items. There should be the potential for about ten outlets. Various avenues This low-cost model is just one of the testing grounds launched by Carrefour. Another one is a model that offers more local autonomy to franchisees (called ‘Rebonds’) as well as one that mainly focuses on food with an added restaurant section (‘Next’). In addition, the retailer will be franchising more stores. In every hypermarket, the non-food assortment will be reduced to make more room for fresh and organic and there will be automatic registers. Major stores will become smaller and the number of pickup points and delivery services will be expanded. Hypermarkets represent about 25% of Carrefour’s turnover on the French domestic market.   SOURCE:https://www.retaildetail.eu/en/news/food/carrefour-testing-discount-hypermarket-avignon

Carrefour testing discount hypermarket in Avignon

Unbeatable prices in a low-cost environment: that’s the Carrefour Essentiel concept in a nutshell. The retailer is currently testing the new formula in Avignon as one of the possible avenues to save Carrefour’s unprofitable hypermarkets. ‘The difference refunded five times’ Big red signs alert shoppers to the promise of unbeatable prices, round prices and ‘the difference refunded five times’. At the entrance there is a large outlet area as well as a more traditional promotional zone. Food products are put on display on metal warehouse shelves and on pallets. All fresh food departments are self-service, except for the butcher’s, which is outsourced. The store does have an extensive organic department. Non-food is very limited. Carrefour converted an existing, loss-making hypermarket to this new concept. The store’s surface was reduced from 10,500 sqm to 7,500 sqm and the assortment went from 32,000 to 15,000 sku’s, resulting in wider aisles and a clearer assortment that’s easier to ‘read’. Half of the 24 registers have been replaced by self-scanners. In short, the store’s name is aptly chosen: all the fat has been trimmed in order to focus on the essence. No decoration, no unnecessary items. There should be the potential for about ten outlets. Various avenues This low-cost model is just one of the testing grounds launched by Carrefour. Another one is a model that offers more local autonomy to franchisees (called ‘Rebonds’) as well as one that mainly focuses on food with an added restaurant section (‘Next’). In addition, the retailer will be franchising more stores. In every hypermarket, the non-food assortment will be reduced to make more room for fresh and organic and there will be automatic registers. Major stores will become smaller and the number of pickup points and delivery services will be expanded. Hypermarkets represent about 25% of Carrefour’s turnover on the French domestic market.   SOURCE:https://www.retaildetail.eu/en/news/food/carrefour-testing-discount-hypermarket-avignon

Fevia mission to China

Green Seed organized with its partner Horsten International a study tour to Shanghai for Fevia Flanders, part of the Federation of the Belgian food industry. The participating members Astra Sweets, Poppies International, Ovidias, Culinor Food Group and Patisserie Alsacienne Bloch went to China to do their homework.  Through visiting retail stores, understanding the (cross-border) e-commerce, discussing with established Belgian brand owners such as Neuhaus and Duvel and meeting up with local importers, the participants got a better understanding of the opportunities and pitfalls.  This will hopefully lead to a fruitful and structural presence in China.

INTERNORGA 2019: OUT-OF-HOME FOOD TRENDS

INTERNORGA, Europe’s leading trade show for foodservice and hospitality, presented the latest out-of-home food trends in their FoodZoom survey. Here is our summary of the most exciting insights: Street Food Transfer: From the street to the starred restaurant. Snacking is changing the out-of-home market and requires new concepts to meet the consumer’s needs. This is clearly illustrated by the example of street food, which has already found its way even into quality restaurants. Snacking as a new consumption occasion opens up new sales opportunities for caterers. At the same time, the creative and individual interpretations of the small but fine in-between-meal meet the guests’ desire for exotic dishes from faraway countries, which opens up new opportunities for gastronomes to make their mark. Food (-Service) 4.0: With digital solutions for differentiation and more turnover. Digitalisation is penetrating the out of home market. Requirements for long-term successful business models and also opportunities for caterers are increasing. The “INSTAGRAMABILITY of food has become an important criterion for guest satisfaction. In order to stand out from the competition, some restaurants now offer dishes that are prepared and styled especially with regard to social media suitability. In the area of home delivery service, consumers would like to be able to order meals conveniently online or by app. In addition, live tracking of online orders is already standard for some food delivery providers. All in all, the restaurateur must become even more digital in his communication with the guest beyond the option of online reservations and online rating which are now standard. Collected data provides precious insights and helps to create an offer perfectly tailored to customers’ needs Smart monitoring and process controlling help players in the market to increase efficiency for example of their power supply Back2Nature: More and more guests are longing for real, natural experiences and will pay increasing attention to “green aspects” when choosing restaurants. Restaurants integrate regional and fresh products into their concepts and design the guest rooms in a natural look, for example by wall greening. Herb and salad beds are often integrated directly into the room concept, for example by indoor vertical farming. “Green and Healthy”: Although in Germany only 6% describe themselves as vegetarians (BMEL), the trend for plant-based nutrition is gaining in importance. The term “PLANTARISM” combines all diets with an overall stronger focus on plant-based food – not just strictly vegetarian or vegan diets. Caterers can make use of the increasing importance of plant-based diets by offering new recipes and preparation methods like hot smoothies and international bowls & soups. New vegetable ingredients like cubio, yuzu, jackfruit, or water yam provide for variety and a unique positioning. Consumers increasingly investigate what they are actually eating and wish for high-quality products. Products with reduced sugar or fat content as well as free-from-products fit this enlightened health consciousness. Other food trends: fermentation, ice cream, tea Besides the rediscovered traditional preparation method of fermentation, new ice cream creations for example shaved ice cream and tea are becoming more and more popular. The latter is increasingly competing with coffee and will as well be used as a spice. Some interesting and trending examples are: KIMCHI: fermented Chinese cabbage with chili paste MIZUDASHI: cold brew green tea PATBINGSU: scraped ice cream with condensed milk and azuki bean paste INTERNORGA serves as a trend-setting hub for the foodservice industry for all decision-makers, newcomers and professionals in the out of home food industry. Save the date for INTERNORGA 2020 from March 13 – 17! For sources and more information about INTERNORGA:  www.internorga.com/en/ The complete results of INTERNORGA FoodZoom 2019 as summarised by German food trend researcher Karin Tischer are available for download in German:  https://www.internorga.com/fileadmin/presse/pm/in/IN19_Praesentation_INTERNORGA_FoodZoom_2019-01-15.pdf   Picture by djteknokid at Flickr – https://www.flickr.com/photos/25927292@N04/2572505033/

Quorn turns iconic burger into Veggie at Quick

Marlow Foods launched the first Vegetarian proposition in Belgian’s fast food market leader Quick. Quick’s hero product, the “Giant” is now also available as Veggie Giant, with a Quorn burger. The launch was heavily supported in the restaurants, outdoor with 20 m2  billboards and online.  The commercial results are above expectations. The Belgian consumer simply loves it. Green Seed Belgium guided Marlow Foods throughout this process, from concept over NPD till launch.    

Plant Power!

Plant based foods continue to dominate the headlines and act as a key driver of NPD in the UK food business today, supported by the Veganuary campaign which asks consumers to sign up to a vegan diet for January.  According to Ipsos Mori ten times the number of consumers who actually sign up (300,000 predicted by the Veganuary campaign organisation) go on to try a vegan diet during the month and of those, the organisers say, 60% remain vegan. 2019 is predicted to be the year plant based goes mainstream.  Certainly it continues to fuel new retailer own label ranges, with Marks & Spencer’s Plant Kitchen now coming on stream with a range of 60 plant based meals, snacks and salads.  Many believe convenience is the key to getting consumers to switch or eat vegan food more often. Unilever recently announced the purchase of Dutch business The Vegetarian Butcher and high street bakery chain Greggs famous for its no frills sausage rolls have made the news with the launch of a vegan Quorn filled version to the delight of some and dismay of others. And if 2018 was the year of meat free burgers perhaps 2019 will be the year of fish free: Waitrose have launched fish less fingers and a number of tuna substitutes are now vying for the attention of retailers and foodservice operators.

Green Seed Group Market Advice at IFE exhibition

The Green Seed Group international network will be at the UK’s leading food and drink trade exhibition IFE in London.  Representatives from the UK, 8 markets across continental Europe and North America will be on hand to offer advice on their markets.  To make an appointment please contact Simon Waring swaring@greenseedgroup.co.uk

Green Seed UK MD Simon Waring has been named as a judge of the Food and Drink Federation Exporter of the Year Award 2019

The awards recognise outstanding international business performance from UK exporters. There is still time to enter – details here (https://www.fdf.org.uk/fdf-awards.aspx)

“The Small Business Accelerator”: Promoting growth and competitiveness”

The Agro-food small business accelerator is a personalized support program that aims at assisting small and medium agro-food sized businesses that demonstrate strong growth potential, particularly with working on innovative and international projects: a target of 30 businesses per session is set. A call for interested parties to join this program was launched early this year. The goal is to bring together potential candidates for the 2019/2020 program. It was as part of the Grand Investment Plan and in continuing in the spirit of the Estates-General of Food that the French Ministry of Agriculture and Food and BPIFrance came together to create this startup incubator. Placed under the collective banner of “La French Fab,” the selected small businesses will participate in a 24-month program to speed up their growth and to meet challenges that await them (moving upmarket, internationalization, securing production chains, diversifying opportunities, etc.). The first year of the Accelerator, financed in part by the Ministry of Agriculture and operated by BPIFrance, will bring together the 30 volunteer small businesses from the food and agriculture sectors. The companies will take part in the following program: Individual diagnostic aiming to identify growth priorities and aiding the business in developing strategic vision Two in-depth advice modules, individualized for the business, will be proposed based on the results of the diagnostic part mentioned above, in order to come up with a concrete action plan Collective training seminars, provided by French universities, on themes specifically adapted to the industry and to the profile of the businesses making up the group Networking events and providing access to important industry groups SOURCE: https://frenchfoodintheus.org/4127

“The Small Business Accelerator”: Promoting growth and competitiveness”

The Agro-food small business accelerator is a personalized support program that aims at assisting small and medium agro-food sized businesses that demonstrate strong growth potential, particularly with working on innovative and international projects: a target of 30 businesses per session is set. A call for interested parties to join this program was launched early this year. The goal is to bring together potential candidates for the 2019/2020 program. It was as part of the Grand Investment Plan and in continuing in the spirit of the Estates-General of Food that the French Ministry of Agriculture and Food and BPIFrance came together to create this startup incubator. Placed under the collective banner of “La French Fab,” the selected small businesses will participate in a 24-month program to speed up their growth and to meet challenges that await them (moving upmarket, internationalization, securing production chains, diversifying opportunities, etc.). The first year of the Accelerator, financed in part by the Ministry of Agriculture and operated by BPIFrance, will bring together the 30 volunteer small businesses from the food and agriculture sectors. The companies will take part in the following program: Individual diagnostic aiming to identify growth priorities and aiding the business in developing strategic vision Two in-depth advice modules, individualized for the business, will be proposed based on the results of the diagnostic part mentioned above, in order to come up with a concrete action plan Collective training seminars, provided by French universities, on themes specifically adapted to the industry and to the profile of the businesses making up the group Networking events and providing access to important industry groups SOURCE: https://frenchfoodintheus.org/4127

France ups resale threshold to favour food distributors & farmers

France has enforced measures designed to re-balance power in the supply chain and limit buy-one-get-one-free promotions. According to the legislation, enforced 1 February 2019, retailers must sell food products for a price 10% higher (at least) than the purchase price. The law amends a 1996 ruling prohibiting the sale of any product below its purchase price. This meant that when a food item was purchased from a producer for €1, the same item had to be sold for at least €1 in-store. This latest ruling means that the same product cannot be sold for less than €1.10. The decision comes after a government review of the food industry, Etats Généraux de l’Alimentation (EGA), concluded the previous threshold did not ensure all of a distributor’s costs, including transport, logistics and staff, were covered. Indeed, when detailing his priorities for the French agri-food sector last year, president Emmanual Macron argued that ‘strategic orientations’ and ‘major reorganisatons’ were required to safeguard the industry. During his speech in Saint-Genès-Champanelle in January 2018, Macron threatened to name and shame brands that “do not change their practices” ​to ensure “the right price [is] paid to farmers”. ​ In the days following Macron’s speech, the aforementioned legislation that addressed a perceived imbalance of power in the supply chain was proposed by France’s Ministry for Food and Agriculture. While consumers may be concerned that spending will increase, the ministry said just 7% of food products will be impacted by the ruling. Promotions  In addition to the above supply chain ruling, new legislation designed to cap retail promotions have also come into effect. According to the Ministry of Agriculture and Food, the number of promotions in France has grown rapidly in the last few years, from 14% in 2000 to 20% in 2016. Such promotions can reduce product value and affect the perceived value of agricultural produce in the eyes of the consumer. The latest legislation therefore caps price reductions at 34% of the item’s total value, with promotions approved for no more than 25% of the retailer’s total stock. In addition, the Ministry said promotions such as buy-one-get-one-free (BOGOF) can contribute to food waste, since it can encourage consumers to buy products they don’t need. The ruling therefore abolishes BOGOF promotions in-store, in favour of buy-one-get-two-free deals. BOGOF deals will be replaced by buy-two-get-one-free (Image: Getty/natasaadzic)   The rulings – both regarding the resale price of food products, and promotions – will be trialled for a period of two years. BOGOF focus​ Retail promotions, and in particular BOGOF, have similarly attracted attention in the UK. Last year, Health and Social Care Secretary Jeremy Hunt detailed new measures​​ in a bid to halve the number of obese children in the country by 2030. This included banning displays of unhealthy foods at checkouts, and the inclusion of foods that are high in sugar, salt or fat in promotions, such as BOGOF deals. The UK’s Food and Drink Federation (FDF) however, which represents the interest of the food and drink sector, spoke out against the measures at the time. “Advertising and promotions underpin the healthy, vibrant and innovative market for food and drink that UK shoppers love.​ “If government restricts our ability to advertise and promote new healthier options to shoppers, it could risk the success of the reformulation programme. Any further restrictions will have to pass stern tests around targeting and effectiveness.”​ SOURCE: https://www.foodnavigator.com/Article/2019/02/14/France-ups-resale-threshold-to-favour-food-distributors-farmers

France ups resale threshold to favour food distributors & farmers

France has enforced measures designed to re-balance power in the supply chain and limit buy-one-get-one-free promotions. According to the legislation, enforced 1 February 2019, retailers must sell food products for a price 10% higher (at least) than the purchase price. The law amends a 1996 ruling prohibiting the sale of any product below its purchase price. This meant that when a food item was purchased from a producer for €1, the same item had to be sold for at least €1 in-store. This latest ruling means that the same product cannot be sold for less than €1.10. The decision comes after a government review of the food industry, Etats Généraux de l’Alimentation (EGA), concluded the previous threshold did not ensure all of a distributor’s costs, including transport, logistics and staff, were covered. Indeed, when detailing his priorities for the French agri-food sector last year, president Emmanual Macron argued that ‘strategic orientations’ and ‘major reorganisatons’ were required to safeguard the industry. During his speech in Saint-Genès-Champanelle in January 2018, Macron threatened to name and shame brands that “do not change their practices” ​to ensure “the right price [is] paid to farmers”. ​ In the days following Macron’s speech, the aforementioned legislation that addressed a perceived imbalance of power in the supply chain was proposed by France’s Ministry for Food and Agriculture. While consumers may be concerned that spending will increase, the ministry said just 7% of food products will be impacted by the ruling. Promotions  In addition to the above supply chain ruling, new legislation designed to cap retail promotions have also come into effect. According to the Ministry of Agriculture and Food, the number of promotions in France has grown rapidly in the last few years, from 14% in 2000 to 20% in 2016. Such promotions can reduce product value and affect the perceived value of agricultural produce in the eyes of the consumer. The latest legislation therefore caps price reductions at 34% of the item’s total value, with promotions approved for no more than 25% of the retailer’s total stock. In addition, the Ministry said promotions such as buy-one-get-one-free (BOGOF) can contribute to food waste, since it can encourage consumers to buy products they don’t need. The ruling therefore abolishes BOGOF promotions in-store, in favour of buy-one-get-two-free deals. BOGOF deals will be replaced by buy-two-get-one-free (Image: Getty/natasaadzic)   The rulings – both regarding the resale price of food products, and promotions – will be trialled for a period of two years. BOGOF focus​ Retail promotions, and in particular BOGOF, have similarly attracted attention in the UK. Last year, Health and Social Care Secretary Jeremy Hunt detailed new measures​​ in a bid to halve the number of obese children in the country by 2030. This included banning displays of unhealthy foods at checkouts, and the inclusion of foods that are high in sugar, salt or fat in promotions, such as BOGOF deals. The UK’s Food and Drink Federation (FDF) however, which represents the interest of the food and drink sector, spoke out against the measures at the time. “Advertising and promotions underpin the healthy, vibrant and innovative market for food and drink that UK shoppers love.​ “If government restricts our ability to advertise and promote new healthier options to shoppers, it could risk the success of the reformulation programme. Any further restrictions will have to pass stern tests around targeting and effectiveness.”​ SOURCE: https://www.foodnavigator.com/Article/2019/02/14/France-ups-resale-threshold-to-favour-food-distributors-farmers

A Constantly Evolving Landscape ?

2018 was a very busy year for the French retail sector, with new purchasing alliances being forged just as old ones fell apart; with perhaps the most significant being Amazon’s first foray into the French online market. The arrival of Amazon in France has certainly set the fox amongst the chickens, spurning the mainstream retailers into new services and greater purchasing alliances. The deal in question is a partnership with supermarket chain Monoprix. Amazon now offers 6000 Monoprix products to its Amazon Prime customers whilst Monoprix’s online customers can now do their shopping through Amazon Prime. Though the service is only available in certain parts of Paris, it still marks a significant turning point. Food has always been a weakness for Amazon, therefore a partnership with a high-quality chain like Monoprix would go a long way to building a solid reputation amongst French consumers. This, however, was not the only significant partnership of 2018. In April Carrefour (2nd largest retail group) announced a purchasing alliance with Système U (France’s 5th largest group). Together with Cora (already in partnership with Carrefour), they now form France’s largest purchasing conglomerate – 35% of the market. The partnership is set to last 5 years, much longer than most. Equally, that of Casino and Auchan; the 4th and 6th largest chains in France. Also including the cash & carry chain Metro and Schiever, the purchasing consortium has been named Horizon and constitutes 23% of the market. Horizon will negotiate with approximately 110 large suppliers which represent 70-80% of their total purchases. Though purchasing alliances are no novelty, they have taken on a greater, more international scale. Carrefour launched a purchasing alliance with Tesco and Monoprix signed a deal with Ocado. The arrival of Amazon on French soil and the expansion of hard-discounters Aldi and Lidl have placed increasing pressure on the mainstream retailers, forcing them to adapt. The French retail market has never been more dynamic.

France: vegetarian and vegan market up by 24%

France: vegetarian and vegan market up by 24% According to a study published by the French research institute Xerfi, the sales of vegetarian and vegan products generated a revenue of 380 millions euros [437 million USD] last year in French large retail stores and supermarkets, which corresponds to a rise of 24%. If this increase is comparable to the gluten-free market, it is still far from the growth in the sales of organic products. While there still is a cultural barrier for some of the French towards veganism. Flexitarianism on the other hand is gaining in popularity. According to Xerfi, vegetarians and vegans represent respectively only 2% of the French population (about 1.3 million people) and 0.5% (about 340,000 people), while flexitarians represent about a third of the population, so nearly 23 million people. For the period 2019-2021, the vegetarian and vegan market in supermarkets should show a 17% increase yearly, which will exceed 600 million euros [690 million USD] within three years. Major retailers, attracted by the potential growth of the vegetarian and vegan market, have been playing an important role, launching their first vegetarian product lines in 2015, such as “Carrefour Veggie”, followed by major manufacturers like Danone, Nestlé, or even Fleury Michon, in order to diversify their offer. While it highlights the fact that the increase in the consumption of plant-based products is a “big trend”, the study published by Xerfi also points out that the alternatives to meat and milk proteins usually are “a short-lived craze”, and expects a gradual slowdown on the vegetarian and vegan food market beyond 2021. SOURCE: https://www.freshplaza.com/article/9060507/france-vegetarian-and-vegan-market-up-by-24/

Obrigado Releases First-ever Sustainability Impact Report

B-Corp Certified coconut beverage company highlights significant strides towards achieving zero waste while also providing valuable educational and economic opportunities in Brazil Obrigado, Brazil’s much-loved coconut beverage brand, released its first-ever Sustainability Impact Report today detailing the positive environmental, educational and economic impacts the company has made over the last years. Key accomplishments include: saving valuable water by using approximately 80 percent less water per coconut tree than normal irrigation systems, preserving 70 percent of the land it owns as untouched forest and saving 35,000 tons of CO2. As the first and only B-Corp Certified coconut beverage company, Obrigado is committed to sustainability with a goal to be zero waste within the next few years. “From educating hundreds of Brazilian children to providing valuable employment opportunities to local citizens, our impact report highlights the breadth and depth of our efforts to create a better world by improving the environment and empowering those in need.” Tweet this “Our philosophy is simple. We want to deliver high-quality, delicious tasting coconut beverages while also adding value to people’s lives and honoring nature,” said Roberto Lessa, CEO and chief sustainability officer for Obrigado. “From educating hundreds of Brazilian children to providing valuable employment opportunities to local citizens, our impact report highlights the breadth and depth of our efforts to create a better world by improving the environment and empowering those in need.” Key Sustainability Highlights: Utilizing approximately 80 percent less water per coconut tree than normal irrigation systems. Obrigado’s unique irrigation and barcode systems allow the company to read how much water and fertilizer each specific tree needs saving valuable water and fertilizer. Planting more than 400,000 trees thereby significantly contributing to combating climate change. Together, these trees have a carbon uptake of more than 35,000 ton of CO2, which is the equivalent of approximately 4,000 households per year. Creating 10.00.00m2 biodegradable anti-erosion blankets out of raw coconut materials, with a goal to be zero waste within the next few years. In 2013, Obrigado learned that more than 90 percent of the children in their community of Pedra Grande were illiterate so they established Instituto Gente, a non-profit foundation that provides schooling for the children of the native families. Revenue from every Obrigado product is invested into Instituto Gente. Obrigado owns its own sustainable farms in Bahia, Brazil, where it grows its young, green coconut trees. To ensure the freshest coconut water taste, each of its trees has a barcode for complete traceability and the company uses a patented extraction process in which the coconut water is never exposed to air or light. This helps protect the integrity of the taste and freshness of its coconut water. Obrigado is all-natural, never from concentrate, has no added sugar or preservatives, and is strictly non-GMO. To view the full Sustainability Impact Report, please visit obrigado.com. About Obrigado Obrigado is a Brazilian coconut beverage brand that makes delicious and refreshing coconut waters, milks and juices from young, green coconuts that are grown on their very own sustainable farms in Bahia, Brazil. To ensure the freshest taste of its beverages, each of its coconut trees has a barcode for complete traceability and quality. All of Obrigado’s products are all-natural, never from concentrate, have no added sugar or preservatives, and are strictly non-GMO. Obrigado, which means ‘Thank You’ in Portuguese, is brought to the United States by Aurantiaca USA LLC, an affiliate of Grupo Aurantiaca LLC. True to its brand name, Obrigado is committed to providing innovative and high-quality coconut beverages while also respecting the environment and its communities. The company is committed to zero waste and does its very best to turn every coconut into high-quality products that add value to people’s lives and honor nature. For more information about Obrigado, visit obrigado.com. SOURCE: https://www.businesswire.com/news/home/20181220005130/en/Obrigado-Releases-First-ever-Sustainability-Impact-Report

Obrigado Releases First-ever Sustainability Impact Report

B-Corp Certified coconut beverage company highlights significant strides towards achieving zero waste while also providing valuable educational and economic opportunities in Brazil. Obrigado, Brazil’s much-loved coconut beverage brand, released its first-ever Sustainability Impact Report today detailing the positive environmental, educational and economic impacts the company has made over the last years. Key accomplishments include: saving valuable water by using approximately 80 percent less water per coconut tree than normal irrigation systems, preserving 70 percent of the land it owns as untouched forest and saving 35,000 tons of CO2. As the first and only B-Corp Certified coconut beverage company, Obrigado is committed to sustainability with a goal to be zero waste within the next few years. “From educating hundreds of Brazilian children to providing valuable employment opportunities to local citizens, our impact report highlights the breadth and depth of our efforts to create a better world by improving the environment and empowering those in need.” Tweet this “Our philosophy is simple. We want to deliver high-quality, delicious tasting coconut beverages while also adding value to people’s lives and honoring nature,” said Roberto Lessa, CEO and chief sustainability officer for Obrigado. “From educating hundreds of Brazilian children to providing valuable employment opportunities to local citizens, our impact report highlights the breadth and depth of our efforts to create a better world by improving the environment and empowering those in need.” Key Sustainability Highlights: Utilizing approximately 80 percent less water per coconut tree than normal irrigation systems. Obrigado’s unique irrigation and barcode systems allow the company to read how much water and fertilizer each specific tree needs saving valuable water and fertilizer. Planting more than 400,000 trees thereby significantly contributing to combating climate change. Together, these trees have a carbon uptake of more than 35,000 ton of CO2, which is the equivalent of approximately 4,000 households per year. Creating 10.00.00m2 biodegradable anti-erosion blankets out of raw coconut materials, with a goal to be zero waste within the next few years. In 2013, Obrigado learned that more than 90 percent of the children in their community of Pedra Grande were illiterate so they established Instituto Gente, a non-profit foundation that provides schooling for the children of the native families. Revenue from every Obrigado product is invested into Instituto Gente. Obrigado owns its own sustainable farms in Bahia, Brazil, where it grows its young, green coconut trees. To ensure the freshest coconut water taste, each of its trees has a barcode for complete traceability and the company uses a patented extraction process in which the coconut water is never exposed to air or light. This helps protect the integrity of the taste and freshness of its coconut water. Obrigado is all-natural, never from concentrate, has no added sugar or preservatives, and is strictly non-GMO. To view the full Sustainability Impact Report, please visit obrigado.com. About Obrigado Obrigado is a Brazilian coconut beverage brand that makes delicious and refreshing coconut waters, milks and juices from young, green coconuts that are grown on their very own sustainable farms in Bahia, Brazil. To ensure the freshest taste of its beverages, each of its coconut trees has a barcode for complete traceability and quality. All of Obrigado’s products are all-natural, never from concentrate, have no added sugar or preservatives, and are strictly non-GMO. Obrigado, which means ‘Thank You’ in Portuguese, is brought to the United States by Aurantiaca USA LLC, an affiliate of Grupo Aurantiaca LLC. True to its brand name, Obrigado is committed to providing innovative and high-quality coconut beverages while also respecting the environment and its communities. The company is committed to zero waste and does its very best to turn every coconut into high-quality products that add value to people’s lives and honor nature. For more information about Obrigado, visit obrigado.com. SOURCE:https://www.businesswire.com/news/home/20181220005130/en/Obrigado-Releases-First-ever-Sustainability-Impact-Report

France: vegetarian and vegan market up by 24%

According to a study published by the French research institute Xerfi, the sales of vegetarian and vegan products generated a revenue of 380 millions euros [437 million USD] last year in French large retail stores and supermarkets, which corresponds to a rise of 24%. If this increase is comparable to the gluten-free market, it is still far from the growth in the sales of organic products. While there still is a cultural barrier for some of the French towards veganism. Flexitarianism on the other hand is gaining in popularity. According to Xerfi, vegetarians and vegans represent respectively only 2% of the French population (about 1.3 million people) and 0.5% (about 340,000 people), while flexitarians represent about a third of the population, so nearly 23 million people. For the period 2019-2021, the vegetarian and vegan market in supermarkets should show a 17% increase yearly, which will exceed 600 million euros [690 million USD] within three years. Major retailers, attracted by the potential growth of the vegetarian and vegan market, have been playing an important role, launching their first vegetarian product lines in 2015, such as “Carrefour Veggie”, followed by major manufacturers like Danone, Nestlé, or even Fleury Michon, in order to diversify their offer. While it highlights the fact that the increase in the consumption of plant-based products is a “big trend”, the study published by Xerfi also points out that the alternatives to meat and milk proteins usually are “a short-lived craze”, and expects a gradual slowdown on the vegetarian and vegan food market beyond 2021. SOURCE: https://www.freshplaza.com/article/9060507/france-vegetarian-and-vegan-market-up-by-24/

A fresh breeze in the private label market

The popularity of private label products continues to increase in German grocery retail and drugstore markets. A new record market share of 45 % according to Nielsen reflects the growing success of the “home-grown” business in 2017. Various factors have an impact on the positive development of the private label market.  “Stiftung Warentest”, the German consumer testing organisation, observed that in comparison to brands, consumers judge the performance of private label products often remarkably well with regard to price, trustworthiness and quality. This applies especially in the area of everyday products such as butter, cheese or spaghetti. According to a survey by the trade magazine Lebensmittel Zeitung and Ipsos, 76 % perceive private label products as cheaper compared with branded products, 71 % consider them as trustworthy and 75% as of the same quality. At the same time, consumer expectations are increasing. Product design and appearance have for example been seen to play an increasingly important role. This is primarily true in order to attract a younger consumer target market. Grocery retailers try to meet these new requirements by more and more innovative and creative product ranges including fresh design – not only in the convenience category.  A few examples are a black smoothie with activated carbon (REWE to go) or ice lollies with a liquid vodka-energy centre (K-Classic from Kaufland). Special attention is also being paid to value-added private label segments such as premium, organic and fair trade. In addition, these non-mainstream products play an important role because they enable retailers to differentiate themselves from the competition and to sharpen their consumer profile.  

Up&Go – the breakfast revolution: Now exclusively at Kaufland

German retailer Kaufland has launched four variants of the Up&Go breakfast drink by Life Health Foods ltd. The London-based start up’s aim is to revolutionise the breakfast market with their solution for a satisfying high-fibre breakfast on the go. Containing 15g protein per serving, the breakfast drink serves the ongoing trend towards a high-protein diet and convinces with a low sugar content of just 5.9g per 100ml. Up&Go in the convenient 330ml tetra pak format with re-closable lid is now available at 600 Kaufland stores nationwide.

Kettle Brand Wasabi Ranch Krinkle Cut Potato Chips

Kettle Brand has introduced a cool-yet-spicy new variety to its snack portfolio: Wasabi Ranch Krinkle Cut Potato Chips. Said to blend creamy ranch and spicy wasabi for an “unexpected flavor fusion,” the chips retail for a suggested $3.79 per 8.5-ounce bag. SOURCE: https://progressivegrocer.com/kettle-brand-wasabi-ranch-krinkle-cut-potato-chips

Organic consumption associated with cancer risk: French study

A French study published in the Jama Internal Medicine journal links eating organic food to a lower risk of developing cancer.   In a population-based study of 68 946 French adults from the NutriNet-Santé prospective cohort, a “significant reduction”​ in the risk of certain types of cancer was observed among high consumers of organic food, compared to infrequent consumers. Researchers at the Sorbonne Paris Cité Epidemiology and Statistics Research Centre (INRA, Inserm, University Paris 13 and CNAM) conducted the epidemiological study. The researchers, led by Dr Julia Baudry, asked participants to report their intake of organic foods across 16 product categories. This was then translated into an organic scorecard, with scores ranging from 0-32, to distinguish frequent and infrequent organic consumers. The cohort was followed for seven years to investigate the incidence of cancer. During the follow up period, between 2009 and 2016, 1,340 new cancer cases were recorded and validated on the basis of medical records. A 25% decrease in cancer risk across all types was observed among “regular​” consumers of organic foods compared to more casual consumers. This association was particularly marked for lymphoma, when organic consumers had a 76% risk reduction. Lower risk of breast cancer in postmenopausal women was also uncovered, with a 34% risk reduction among consumers with a high organic consumption score versus low. Taking into account various risk factors that may affect this relationship (socio-demographic factors, diet, lifestyles and family history) did not change the results, the research authors claimed. Taking into account various risk factors that may affect this relationship (socio-demographic factors, diet, lifestyles and family history) did not change the results, the research authors claimed. The study suggested that although further research is needed to confirm its findings, the promotion of organic foods could be an important public health measure to prevent cancer. “Promoting organic food consumption in the general population could be a promising preventive strategy against cancer,”​ they suggested. What is the cause? The study concluded that “one possible explanation​” for the negative association between organic food consumption and cancer risk is that the prohibition of pesticide use in organic production methods results in lower contamination levels. In 2015, the Agency for Research on Cancer classified certain pesticides, malathion and diazinon, as probably carcinogenic to humans, while tetrachlorvinphos and parathion were classed as possibly carcinogenic to people. In a statement, INRA added: “Another possible explanation is that potentially higher levels of certain micronutrients (carotenoid antioxidants, polyphenols, vitamin C or more beneficial fatty acid profiles) in organic foods.”​ The researchers suggested that attention should now turn to the “chronic effects of low-dose pesticide residue exposure from diet​” as well as “potential cocktail effects​” at the general population level. Conclusions ‘overblown’? The study has provoked widespread debate in scientific circles, with some researchers suggesting that it provides grounds for further examination and others claiming that its conclusions are far-fetched. “This is a solid observational cohort study from France and one of the largest to look at organic foods and cancer risk. It has all the usual biases of observational studies,”​ Prof Tim Spector, Professor of Genetic Epidemiology at King’s College London, noted. “The data is most convincing for non-Hodgkin lymphoma because two previous studies showed the same preventive effects. The data suggest (but do not prove) that eating organic plants low in herbicides and pesticides may modestly reduce risk of cancers. This should stimulate greater scrutiny of the safety of these widely used chemicals in our foods which could have effects directly or indirectly via our gut microbes​.” However, Prof Tom Sanders, Professor emeritus of Nutrition and Dietetics at King’s College London, was more sceptical. According to his assessment, although the study tried to adjust for known cancer risks “residual confounding is still likely​”. “This an observational study, not a controlled trial. The participants who reported eating organic food most frequently were more likely to be non-smokers, had a lower body mass index (less obesity) and drank less alcohol – all factors that would be expected to result in fewer cases of cancer in this group… Their conclusion, that promoting organic food in the general population could be a promising cancer preventive strategy, is overblown.”​ Meanwhile, Associate Professor Rajaraman Eri, Head of Biomedical Sciences in the School of Health Sciences, College of Health and Medicine, at The University of Tasmania, concluded that the study makes a “good case” ​for the consumption of organic foods but added some “flaws” ​remain. “Firstly, the food questions were designed by the study group and the answers from respondents were self-reported without taking other factors, such as health and socio-economic status, into consideration. The other important missing link is the amount of food consumed by the subjects in this study.​ “This study establishes a good case for organic food consumption in lowering cancer risk but further research needs to be carried out before specific health advise can be provide to people in general.”​  

Organic consumption associated with cancer risk: French study

A French study published in the Jama Internal Medicine journal links eating organic food to a lower risk of developing cancer.   In a population-based study of 68 946 French adults from the NutriNet-Santé prospective cohort, a “significant reduction”​ in the risk of certain types of cancer was observed among high consumers of organic food, compared to infrequent consumers. Researchers at the Sorbonne Paris Cité Epidemiology and Statistics Research Centre (INRA, Inserm, University Paris 13 and CNAM) conducted the epidemiological study. The researchers, led by Dr Julia Baudry, asked participants to report their intake of organic foods across 16 product categories. This was then translated into an organic scorecard, with scores ranging from 0-32, to distinguish frequent and infrequent organic consumers. The cohort was followed for seven years to investigate the incidence of cancer. During the follow up period, between 2009 and 2016, 1,340 new cancer cases were recorded and validated on the basis of medical records. A 25% decrease in cancer risk across all types was observed among “regular​” consumers of organic foods compared to more casual consumers. This association was particularly marked for lymphoma, when organic consumers had a 76% risk reduction. Lower risk of breast cancer in postmenopausal women was also uncovered, with a 34% risk reduction among consumers with a high organic consumption score versus low. Taking into account various risk factors that may affect this relationship (socio-demographic factors, diet, lifestyles and family history) did not change the results, the research authors claimed. Taking into account various risk factors that may affect this relationship (socio-demographic factors, diet, lifestyles and family history) did not change the results, the research authors claimed. The study suggested that although further research is needed to confirm its findings, the promotion of organic foods could be an important public health measure to prevent cancer. “Promoting organic food consumption in the general population could be a promising preventive strategy against cancer,”​ they suggested. What is the cause? The study concluded that “one possible explanation​” for the negative association between organic food consumption and cancer risk is that the prohibition of pesticide use in organic production methods results in lower contamination levels. In 2015, the Agency for Research on Cancer classified certain pesticides, malathion and diazinon, as probably carcinogenic to humans, while tetrachlorvinphos and parathion were classed as possibly carcinogenic to people. In a statement, INRA added: “Another possible explanation is that potentially higher levels of certain micronutrients (carotenoid antioxidants, polyphenols, vitamin C or more beneficial fatty acid profiles) in organic foods.”​ The researchers suggested that attention should now turn to the “chronic effects of low-dose pesticide residue exposure from diet​” as well as “potential cocktail effects​” at the general population level. Conclusions ‘overblown’? The study has provoked widespread debate in scientific circles, with some researchers suggesting that it provides grounds for further examination and others claiming that its conclusions are far-fetched. “This is a solid observational cohort study from France and one of the largest to look at organic foods and cancer risk. It has all the usual biases of observational studies,”​ Prof Tim Spector, Professor of Genetic Epidemiology at King’s College London, noted. “The data is most convincing for non-Hodgkin lymphoma because two previous studies showed the same preventive effects. The data suggest (but do not prove) that eating organic plants low in herbicides and pesticides may modestly reduce risk of cancers. This should stimulate greater scrutiny of the safety of these widely used chemicals in our foods which could have effects directly or indirectly via our gut microbes​.” However, Prof Tom Sanders, Professor emeritus of Nutrition and Dietetics at King’s College London, was more sceptical. According to his assessment, although the study tried to adjust for known cancer risks “residual confounding is still likely​”. “This an observational study, not a controlled trial. The participants who reported eating organic food most frequently were more likely to be non-smokers, had a lower body mass index (less obesity) and drank less alcohol – all factors that would be expected to result in fewer cases of cancer in this group… Their conclusion, that promoting organic food in the general population could be a promising cancer preventive strategy, is overblown.”​ Meanwhile, Associate Professor Rajaraman Eri, Head of Biomedical Sciences in the School of Health Sciences, College of Health and Medicine, at The University of Tasmania, concluded that the study makes a “good case” ​for the consumption of organic foods but added some “flaws” ​remain. “Firstly, the food questions were designed by the study group and the answers from respondents were self-reported without taking other factors, such as health and socio-economic status, into consideration. The other important missing link is the amount of food consumed by the subjects in this study.​ “This study establishes a good case for organic food consumption in lowering cancer risk but further research needs to be carried out before specific health advise can be provide to people in general.”​  

Kettle Brand Wasabi Ranch Krinkle Cut Potato Chips

Kettle Brand has introduced a cool-yet-spicy new variety to its snack portfolio: Wasabi Ranch Krinkle Cut Potato Chips. Said to blend creamy ranch and spicy wasabi for an “unexpected flavor fusion,” the chips retail for a suggested $3.79 per 8.5-ounce bag.   SOURCE: https://progressivegrocer.com/kettle-brand-wasabi-ranch-krinkle-cut-potato-chips

Jordans National Breakfast Day 2018

On Friday 7th September the first edition of the Jordans National Breakfast Day took place in Belgium. A delicious occasion to put breakfast in the spotlight, the most important meal of the day!  The idea was simple. The first 100 visitors that ordered a hot drink at one of the participating coffee bars received a free Jordans breakfast. The result? More than 4.000 people enjoyed a free breakfast, and many bars and people shared the love on their social media pages. Overall, a very successful  and appetizing morning all over Belgium with the Jordans brand in full exposure! Another Green Seed Belgium brand activation idea.

Quorn: “We Have Seen Growth Step up From 7 to 15 Percent”

Quorn are one of the foremost meat alternatives in Europe and the UK, and have been successfully selling their range of meat-free products since 1985. Due to the sharp increase in demand for vegan products, the Quorn brand recently expanded their production and announced the investment of £7 million in research and development, creating hundreds of new jobs at a facility in Yorkshire. Quorn were originally established as a vegetarian company but are following market trends and have now made several of their range egg-free and suitable for vegans. They are committed to sustainability and the future of food, invest heavily in green initiatives, and are the first global meat-alternative brand to achieve third-party certification of its carbon footprint figures. We were very pleased to speak with CEO Kevin Brennan regarding the recent developments. What is the current situation in your company?  At present turnover is  £230m, we have around 55% share in the UK and distributed in virtually all grocery stores in the UK. Which of your products is the bestseller and why? Mince and Pieces are our best sellers as they are versatile and work in many popular dishes such as chili, bolognese, and stir fry. © Quorn Please describe the current trend of the “bleeding burger” and why Quorn were keen to be involved in it?  There has been a lot of media hype around this. Burgers are a much bigger dynamic in USA than here and it is typically US firms hyping this. Having said that we recognise that a juicier (“bleeding”) product would work well here. We are keen to show it is something, with our capability, that we can deliver pretty quickly, i.e. by the end of this year. Who are your target demographic? We target vegans, vegetarians and flexitarians/meat reducers. Where are your products currently available and are there plans for expansion into other markets? We sell in over 20 markets including UK, USA, Nordics, Benelux, Germany and Australia. We are trying to grow these aggressively and are looking to expand into Asia thanks to our Filipino owner. How have things changed in your company after the recent investment? We have seen growth step up from 7 percent to 15 percent. Importantly we are now investing in major R&D projects that can drive step change innovation and product claims. Why, in your opinion, is 2018 the “year of the vegan” which has seen so many announcements of investment and developments such as your new centre? Certainly it has been one of this year’s major trends. I think what really drives it is that vegetarians often aspire to veganism so when more products are made available they do well. What is your company’s mission and how do you plan to achieve it? Our mission is to help consumer be healthier, and the planet more sustainable. We believe we can create a one billion Dollar business. Which innovations will come in 2018 and 2019? We have lots coming but it’s hard to talk about them at present. We introduced vegan deli this year and it is going very well. We have a major Ready Meals launch in Q4 and obviously the new burger planned. We have many other great plans but can’t share them yet.

KETTLE Chips launches globally-inspired new Ridge Cut range

Launching with three seasonings, the new KETTLE Ridge Cut range will be available nationwide from September. Inspired by the biggest and best flavours from across the globe, Chinese Spare Ribs, Barbecue Beef Brisket and Jalapeño Jack offer huge taste impact to complement the big bite of the ridge cut range. As with the whole KETTLE range, the new ridge products are made using only real food ingredients and are available in sharing packs with a handy pack Barbecue Beef Brisket following in October. Crucially, KETTLE’s new Ridge Cut chips are made by freshly slicing whole potatoes rather than reforming potato. This gives that signature KETTLE crunch and carves out extra surface area for seasoning to cover for a big taste impact. KETTLE Chips’ innovation chef, Phil Hovey says “Having the chance to create the brand new Ridge Cut range for KETTLE was a fun one. Ridge chips are always associated with big flavours but I wanted to produce a “KETTLE does it better” look at BBQ, bringing the real food ingredients and exciting cooking techniques into an area that has always been dominated by a fairly generic sweet, sharp Texas BBQ sauce. Barbecue is a cooking technique found the world over and experimenting with new techniques, smokes and woodchips is becoming increasingly popular here in the UK. Whilst each country has a favourite barbecue dish, ultimately, each utilises the same basic process whether it’s low and slow smokers in the Deep South, fiery Braais in South Africa or the precision cooked Yakatori of Japan. I’ve been inspired and played on a few of my favourite flavours; smoky barbecue beef brisket, sweet & sticky Chinese ribs and you’ve got to have creamy melted cheese & fleshy, acidic Jalapeños.” This is the second new launch in an exciting year for the team at KETTLE Chips, following the summer launch of the new Discoveries range and April and May’s successful TV and online advertising campaign highlighting the real food credentials of KETTLE Chips. Senior brand manager Kizzy Beckett says: “It’s an incredibly exciting time for the KETTLE Chips brand. Our goal is to create real food seasonings which consumers will love and which will continue to attract new shoppers to the brand. The overwhelmingly positive response we’ve seen to our advertising and our continuous product innovation make us a must stock – a position we’re really proud of.” SOURCE: http://www.retailtimes.co.uk/kettle-chips-launches-globally-inspired-new-ridge-cut-range/

KETTLE Chips launches globally-inspired new Ridge Cut range

Launching with three seasonings, the new KETTLE Ridge Cut range will be available nationwide from September. Inspired by the biggest and best flavours from across the globe, Chinese Spare Ribs, Barbecue Beef Brisket and Jalapeño Jack offer huge taste impact to complement the big bite of the ridge cut range. As with the whole KETTLE range, the new ridge products are made using only real food ingredients and are available in sharing packs with a handy pack Barbecue Beef Brisket following in October. Crucially, KETTLE’s new Ridge Cut chips are made by freshly slicing whole potatoes rather than reforming potato. This gives that signature KETTLE crunch and carves out extra surface area for seasoning to cover for a big taste impact. KETTLE Chips’ innovation chef, Phil Hovey says “Having the chance to create the brand new Ridge Cut range for KETTLE was a fun one. Ridge chips are always associated with big flavours but I wanted to produce a “KETTLE does it better” look at BBQ, bringing the real food ingredients and exciting cooking techniques into an area that has always been dominated by a fairly generic sweet, sharp Texas BBQ sauce. Barbecue is a cooking technique found the world over and experimenting with new techniques, smokes and woodchips is becoming increasingly popular here in the UK. Whilst each country has a favourite barbecue dish, ultimately, each utilises the same basic process whether it’s low and slow smokers in the Deep South, fiery Braais in South Africa or the precision cooked Yakatori of Japan. I’ve been inspired and played on a few of my favourite flavours; smoky barbecue beef brisket, sweet & sticky Chinese ribs and you’ve got to have creamy melted cheese & fleshy, acidic Jalapeños.” This is the second new launch in an exciting year for the team at KETTLE Chips, following the summer launch of the new Discoveries range and April and May’s successful TV and online advertising campaign highlighting the real food credentials of KETTLE Chips. Senior brand manager Kizzy Beckett says: “It’s an incredibly exciting time for the KETTLE Chips brand. Our goal is to create real food seasonings which consumers will love and which will continue to attract new shoppers to the brand. The overwhelmingly positive response we’ve seen to our advertising and our continuous product innovation make us a must stock – a position we’re really proud of.” SOURCE: http://www.retailtimes.co.uk/kettle-chips-launches-globally-inspired-new-ridge-cut-range/

Quorn: “We Have Seen Growth Step up From 7 to 15 Percent”

Quorn are one of the foremost meat alternatives in Europe and the UK, and have been successfully selling their range of meat-free products since 1985. Due to the sharp increase in demand for vegan products, the Quorn brand recently expanded their production and announced the investment of £7 million in research and development, creating hundreds of new jobs at a facility in Yorkshire. Quorn were originally established as a vegetarian company but are following market trends and have now made several of their range egg-free and suitable for vegans. They are committed to sustainability and the future of food, invest heavily in green initiatives, and are the first global meat-alternative brand to achieve third-party certification of its carbon footprint figures. We were very pleased to speak with CEO Kevin Brennan regarding the recent developments. What is the current situation in your company?  At present turnover is  £230m, we have around 55% share in the UK and distributed in virtually all grocery stores in the UK. Which of your products is the bestseller and why? Mince and Pieces are our best sellers as they are versatile and work in many popular dishes such as chili, bolognese, and stir fry. © Quorn Please describe the current trend of the “bleeding burger” and why Quorn were keen to be involved in it?  There has been a lot of media hype around this. Burgers are a much bigger dynamic in USA than here and it is typically US firms hyping this. Having said that we recognise that a juicier (“bleeding”) product would work well here. We are keen to show it is something, with our capability, that we can deliver pretty quickly, i.e. by the end of this year. Who are your target demographic? We target vegans, vegetarians and flexitarians/meat reducers. Where are your products currently available and are there plans for expansion into other markets? We sell in over 20 markets including UK, USA, Nordics, Benelux, Germany and Australia. We are trying to grow these aggressively and are looking to expand into Asia thanks to our Filipino owner. How have things changed in your company after the recent investment? We have seen growth step up from 7 percent to 15 percent. Importantly we are now investing in major R&D projects that can drive step change innovation and product claims. Why, in your opinion, is 2018 the “year of the vegan” which has seen so many announcements of investment and developments such as your new centre? Certainly it has been one of this year’s major trends. I think what really drives it is that vegetarians often aspire to veganism so when more products are made available they do well. What is your company’s mission and how do you plan to achieve it? Our mission is to help consumer be healthier, and the planet more sustainable. We believe we can create a one billion Dollar business. Which innovations will come in 2018 and 2019? We have lots coming but it’s hard to talk about them at present. We introduced vegan deli this year and it is going very well. We have a major Ready Meals launch in Q4 and obviously the new burger planned. We have many other great plans but can’t share them yet. SOURCE: https://vegconomist.com/interviews/quorn-we-have-seen-growth-step-up-from-7-to-15-percent/

Consumers Choose Premium Over Price When It Comes To Snacks: Study

According to a recent report by Nielsen, 40% of shoppers have said that they expect to pay a premium for healthy and functional snacks. The data reflects a change among consumers about the way they perceive snacks. They now consider healthy snacking options as opposed to chocolate, sweets, crisps and soft drinks. The Health Factor The attitude towards sugar and protein consumption is changing and consumers are more conscious about the ingredients in the products they purchase. There has been a rise in ‘organic’ products as well as products with a ‘free from’ claim. According to Nielsen’s Brandbank data, there were 22,960 products with the ‘free from’ claim in 2017. Additionally, it was found that a third of customers preferred products with a ‘free from’ claim. In April of this year, a study shared by market insights firm IRI found that healthy options were boosting the sale of snacks across Europe.  A Big Push By Private Labels Traditionally, snacking has been led by brands, but private labels have started entering the arena. Setting aside quality perceptions, private labels have now started to introduce premium snacking products. Differences in the rate of innovation, depth of range, and quality perception between private labels and brands were major factors that resulted in a gap in market share. As of now, the snacking category is worth £18 billion (€20 million) and is growing at 0.3% in value. The category requires a high level of innovation and continuous investment in new product development, Nielsen said. SOURCE: https://www.esmmagazine.com/it-is-premium-over-price-when-it-comes-to-snacks-study/64419

Obrigado Announces B Corporation Status

Obrigado, Brazil’s much-loved coconut water, is proud to have been declared a B Corporation brand following years of sustainable practices and a dedication to social responsibility. The company that built the business on promoting a healthy relationship with the environment, has incorporated these values into the business from day one to become the very first coconut water to be acknowledged for its efforts. Producing 100% pure coconut water that is made from fresh, young, green coconuts, the natural drink is harvested and produced on the brand’s very own sustainable farms in Bahia, Brazil. Not only has Obrigado integrated sustainable values into everyday operations, it has made sure to focus on three fundamental pillars to ensure that the values are executed through all aspects of the production process. Protecting the rainforest Obrigado’s farms closely nurture hundreds of thousands of the finest Brazilian Green Dwarf trees using the Mosaic Principle to maintain an ecological balance. This sees 70% of its land set aside as an untouchable, natural preserve which maintains the balance for the 30% of the land that Obrigado farms. Not only this, to make sure the native animals and birds are not hindered by the activities, Obrigado installed eco-corridors where these animals can live undisturbed and move from one part of the forest to the next. Caring for the talented farmers Supporting the local community in Bahia, the business employs 52 proud Aristas, employing another 220 in other areas of the business. Obrigado makes sure each employee gets 60 hours of training per year to educate them on sustainable farming, irrigation and plant nutrition. Producing happy and healthy coconuts Saving liters of water, Obrigado has built an irrigation system that requires 40 liters instead of the normal 200 liters used industry wide. Striving to be a zero-waste company, the raw coconut materials are used to create 10,000,000 biodegradable anti-erosion blankets, with everything else used as fertilizer. Obrigado prides itself on its unique patented extraction method, which creates the freshest and purest coconut water possible. The liquid is never exposed to light or air when it leaves the nut, meaning that nothing else is added. About Obrigado The Obrigado brand is part of the Aurantiaca Group, a company situated in Bahia, Brazil. Other companies within the group are Aurantiaca Agricola (the coconut farms), Frsyk Industrial (the factory) and FibrazTech (the bio-mats producer). At the end of 2014 Aurantiaca introduced its first consumer coconut brand, Obrigado, in Brazil, with the first product being coconut water. Besides pure coconut water, it produces and sells flavored coconut water (Obrigado Mango Acerola) and Obrigado Coconut Milk (a blend of coconut cream and 100% coconut water), with plans to launch coconut butter and coconut oil products in the future. Obrigado’s mission is to passionately produce the best coconuts and coconut products in the world. The brand grows, nourishes and harvests all of its coconuts on its various sustainable farms in Bahia, Brazil, using a patented extraction method. It has its own factory right next to the farms, to turn them into all kinds of delicious coconut products for consumers to enjoy. Apart from caring for its coconuts, Obrigado also cares for the local community. The company started Instituto Gente, a foundation that supports education and cultural projects for the local people of Pedra Grande, a rural community in the municipality of Conde where the farms are located. Learn more about Obrigado by visiting https://www.obrigado.com/en_us. About B Corporation B Corp is to business what Fair Trade certification is to coffee or LEED certification is to green building. B Corps are certified by the non-profit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency. Today, there is a growing community of more than 1,000 Certified B Corps from 33 countries and over 60 industries working together toward 1 unifying goal: to redefine success in business. By voluntarily meeting higher standards of transparency, accountability, and performance, Certified B Corps are distinguishing themselves in a cluttered marketplace by offering a positive vision of a better way to do business.

Consumers Choose Premium Over Price When It Comes To Snacks: Study

According to a recent report by Nielsen, 40% of shoppers have said that they expect to pay a premium for healthy and functional snacks. The data reflects a change among consumers about the way they perceive snacks. They now consider healthy snacking options as opposed to chocolate, sweets, crisps and soft drinks. The Health Factor   The attitude towards sugar and protein consumption is changing and consumers are more conscious about the ingredients in the products they purchase. There has been a rise in ‘organic’ products as well as products with a ‘free from’ claim. According to Nielsen’s Brandbank data, there were 22,960 products with the ‘free from’ claim in 2017. Additionally, it was found that a third of customers preferred products with a ‘free from’ claim. In April of this year, a study shared by market insights firm IRI found that healthy options were boosting the sale of snacks across Europe.  A Big Push By Private Labels   Traditionally, snacking has been led by brands, but private labels have started entering the arena. Setting aside quality perceptions, private labels have now started to introduce premium snacking products. Differences in the rate of innovation, depth of range, and quality perception between private labels and brands were major factors that resulted in a gap in market share. As of now, the snacking category is worth £18 billion (€20 million) and is growing at 0.3% in value. The category requires a high level of innovation and continuous investment in new product development, Nielsen said. SOURCE: https://www.esmmagazine.com/it-is-premium-over-price-when-it-comes-to-snacks-study/64419

Obrigado Announces B Corporation Status

Obrigado, Brazil’s much-loved coconut water, is proud to have been declared a B Corporation brand following years of sustainable practices and a dedication to social responsibility. The company that built the business on promoting a healthy relationship with the environment, has incorporated these values into the business from day one to become the very first coconut water to be acknowledged for its efforts. Producing 100% pure coconut water that is made from fresh, young, green coconuts, the natural drink is harvested and produced on the brand’s very own sustainable farms in Bahia, Brazil. Not only has Obrigado integrated sustainable values into everyday operations, it has made sure to focus on three fundamental pillars to ensure that the values are executed through all aspects of the production process. Protecting the rainforest Obrigado’s farms closely nurture hundreds of thousands of the finest Brazilian Green Dwarf trees using the Mosaic Principle to maintain an ecological balance. This sees 70% of its land set aside as an untouchable, natural preserve which maintains the balance for the 30% of the land that Obrigado farms. Not only this, to make sure the native animals and birds are not hindered by the activities, Obrigado installed eco-corridors where these animals can live undisturbed and move from one part of the forest to the next. Caring for the talented farmers Supporting the local community in Bahia, the business employs 52 proud Aristas, employing another 220 in other areas of the business. Obrigado makes sure each employee gets 60 hours of training per year to educate them on sustainable farming, irrigation and plant nutrition. Producing happy and healthy coconuts Saving liters of water, Obrigado has built an irrigation system that requires 40 liters instead of the normal 200 liters used industry wide. Striving to be a zero-waste company, the raw coconut materials are used to create 10,000,000 biodegradable anti-erosion blankets, with everything else used as fertilizer. Obrigado prides itself on its unique patented extraction method, which creates the freshest and purest coconut water possible. The liquid is never exposed to light or air when it leaves the nut, meaning that nothing else is added. About Obrigado The Obrigado brand is part of the Aurantiaca Group, a company situated in Bahia, Brazil. Other companies within the group are Aurantiaca Agricola (the coconut farms), Frsyk Industrial (the factory) and FibrazTech (the bio-mats producer). At the end of 2014 Aurantiaca introduced its first consumer coconut brand, Obrigado, in Brazil, with the first product being coconut water. Besides pure coconut water, it produces and sells flavored coconut water (Obrigado Mango Acerola) and Obrigado Coconut Milk (a blend of coconut cream and 100% coconut water), with plans to launch coconut butter and coconut oil products in the future. Obrigado’s mission is to passionately produce the best coconuts and coconut products in the world. The brand grows, nourishes and harvests all of its coconuts on its various sustainable farms in Bahia, Brazil, using a patented extraction method. It has its own factory right next to the farms, to turn them into all kinds of delicious coconut products for consumers to enjoy. Apart from caring for its coconuts, Obrigado also cares for the local community. The company started Instituto Gente, a foundation that supports education and cultural projects for the local people of Pedra Grande, a rural community in the municipality of Conde where the farms are located. Learn more about Obrigado by visiting https://www.obrigado.com/en_us. About B Corporation B Corp is to business what Fair Trade certification is to coffee or LEED certification is to green building. B Corps are certified by the non-profit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency. Today, there is a growing community of more than 1,000 Certified B Corps from 33 countries and over 60 industries working together toward 1 unifying goal: to redefine success in business. By voluntarily meeting higher standards of transparency, accountability, and performance, Certified B Corps are distinguishing themselves in a cluttered marketplace by offering a positive vision of a better way to do business. SOURCE: https://www.bevnet.com/news/2018/obrigado-announces-b-corporation-status

Ready? Steady? Already cooked!

RISOTTO while loved by many, can be time-consuming to make. That’s the thinking behind Premier Foods’ latest launch under the Loyd Grossman umbrella, Risotto Kits, which are aimed at giving one and two person households a complete meal solution. The kits contain seasoned Italian risotto rice and a sachet of sauce and come in three flavours: Creamy Mushroom and White Wine; Butternut Squash and Sage; and Tomato, Ricotta and Red Chilli. Lisa-Jo Harvey, senior brand manager for Loyd Grossman, said: “We’ve designed the Loyd Grossman Risotto Kits as a quick meal solution for smaller households who want to enjoy restaurant quality food without the hassle of cooking from scratch.” SOURCE: https://www.scottishgrocer.co.uk/2018/08/ready-steady-already-cooked/

Honesty the best policy

Brand says modern consumers want to know exactly what they are buying TRANSPARENCY is vital for any brand that hopes to appeal to health-conscious consumers, with sugar content high on the agenda for many soft drinks shoppers. That’s the view of Mark van de Grift, global marketing director at Aurantiaca Group, the coconut producers behind Brazilian coconut water brand Obrigado. The marketing boss highlighted the production process behind Obrigado, which is bottled straight from the coconut in Brazil, as the straightforward type that appeals to today’s consumer. Van de Grift added that he believes this style of production has a particular appeal to younger generations. “The growing interest in health, fitness and nutrition amongst millennial consumers means that these shoppers are not only concerned about sugar content but are also looking for wider health benefits.”. This growing interest is something retailers would be wise to capitalise on, Van de Grift suggested, as even grab and go customers are still mindful of their health. “The premium soft drinks industry has released a breadth of products in line with the new healthy, ethical customer. “In order to promote these products to consume at home, retailers could offer discounts to encourage sales or offer them prime positioning near the grab and go aisles.” Van de Grift added that as the health benefits of coconut water become more widely known, he believes brands like Obrigado will see their sales soar. And retailers can help things along, Van de Grift reckons, by spreading the word and stocking brands with a story to tell. “As the demand for healthy drink options shows no sign of slowing down, retailers should stock products that also have a strong brand story to attract new consumers with a focus on provenance. “Premium brands shouldn’t be separated from other soft drinks in order to generate sales, the branding and messaging should reflect the price value,” he said. SOURCE: https://www.scottishgrocer.co.uk/2018/08/honesty-the-best-policy/

Ready? Steady? Already cooked!

RISOTTO while loved by many, can be time-consuming to make. That’s the thinking behind Premier Foods’ latest launch under the Loyd Grossman umbrella, Risotto Kits, which are aimed at giving one and two person households a complete meal solution. The kits contain seasoned Italian risotto rice and a sachet of sauce and come in three flavours: Creamy Mushroom and White Wine; Butternut Squash and Sage; and Tomato, Ricotta and Red Chilli. Lisa-Jo Harvey, senior brand manager for Loyd Grossman, said: “We’ve designed the Loyd Grossman Risotto Kits as a quick meal solution for smaller households who want to enjoy restaurant quality food without the hassle of cooking from scratch.” SOURCE: https://www.scottishgrocer.co.uk/2018/08/ready-steady-already-cooked/

Honesty the best policy

Brand says modern consumers want to know exactly what they are buying. TRANSPARENCY is vital for any brand that hopes to appeal to health-conscious consumers, with sugar content high on the agenda for many soft drinks shoppers. That’s the view of Mark van de Grift, global marketing director at Aurantiaca Group, the coconut producers behind Brazilian coconut water brand Obrigado. The marketing boss highlighted the production process behind Obrigado, which is bottled straight from the coconut in Brazil, as the straightforward type that appeals to today’s consumer. Van de Grift added that he believes this style of production has a particular appeal to younger generations. “The growing interest in health, fitness and nutrition amongst millennial consumers means that these shoppers are not only concerned about sugar content but are also looking for wider health benefits.”. This growing interest is something retailers would be wise to capitalise on, Van de Grift suggested, as even grab and go customers are still mindful of their health. “The premium soft drinks industry has released a breadth of products in line with the new healthy, ethical customer. “In order to promote these products to consume at home, retailers could offer discounts to encourage sales or offer them prime positioning near the grab and go aisles.” Van de Grift added that as the health benefits of coconut water become more widely known, he believes brands like Obrigado will see their sales soar. And retailers can help things along, Van de Grift reckons, by spreading the word and stocking brands with a story to tell. “As the demand for healthy drink options shows no sign of slowing down, retailers should stock products that also have a strong brand story to attract new consumers with a focus on provenance. “Premium brands shouldn’t be separated from other soft drinks in order to generate sales, the branding and messaging should reflect the price value,” he said. SOURCE: https://www.scottishgrocer.co.uk/2018/08/honesty-the-best-policy/

Milk alternatives hastening change in dairy industry

CoBank predicts continued double-digit growth in plant-based milk alternatives. Niche dairy products adapt to changing consumer preferences but complicate costs and logistics. As consumers increasingly seek beverages made from soy, almonds, coconuts and rice — even peas and oats — the dairy industry is responding with niche products of its own, but more changes are ahead as the traditional gallon jug milk business struggles to compete with plant-based competition. A new report from CoBank’s Knowledge Exchange Division predicts continued double-digit growth in the plant-based milk alternatives market. Sales are up 61% over the past five years, with slower growth of 15-25% projected by 2022. Meanwhile, cow’s milk consumption continues a decades-long slump. “The total volume of the alternative milk market is still relatively small and is not a major factor behind declining fluid milk sales,” CoBank senior dairy economist Ben Laine said. “However, plant-based milks are helping revolutionize how the dairy industry does business. Excitement around plant-based milk alternatives has forced traditional milk to differentiate into a number of premium products in order to compete.” Premium products buck trends Laine cited organic, grass-fed, ultra-filtered, lactose-free and a2 milk as niche products that buck the downward trend in milk consumption. These products command a higher price and compete more directly with plant-based alternatives. “Certain value-added dairy milk products will experience growth alongside plant-based beverages,” Laine said. Most consumers who buy alternatives are not completely abandoning milk. “Nine in 10 households that purchase plant-based alternatives also buy cow’s milk, and among those purchasing both, their cow’s milk choice is more likely to be organic or from the premium tier of milk products. That opens up opportunity for the dairy industry,” Laine said. If you can’t beat them, join them According to the report, some traditional dairy companies are adding plant-based alternatives to their portfolios. Even Dean Foods, the largest milk bottler in the U.S., recently invested in Good Karma Foods, a plant-based milk and yogurt company. An extreme example, Elmhurst Dairy in New York City, stopped producing cow’s milk altogether in 2016 and pivoted to nut-based alternatives. Still, CoBank said dairy case differentiation doesn’t come without complications. “Managing diversified product lines adds logistical challenges to an industry accustomed to a commodity product structure. For example, adding a grass-fed option to an organic milk portfolio requires separate handling all the way from farm to milk truck to bottling plant and onto retail shelves,” the report explained. Marketing costs are also increasing in the form of slotting fees. As plant-based beverages enter the dairy case, CoBank said many grocers are increasing slotting fees for this now-valuable real estate, altering the cost structure of the traditional low-margin gallon milk jug business. “Traditional milk bottlers have focused on keeping costs low and have avoided raising prices, hoping to slow the trend of declining demand,” Laine said. “New cow’s milk offerings will challenge the efficiencies of traditional large-scale supply chains handling smaller volumes of a wider variety of more specialized products.” SOURCE: https://www.supermarketnews.com/dairy/milk-alternatives-hastening-change-dairy-industry

£9.2 million to help Welsh red meat industry cope with Brexit

The programme will focus on three specific areas: animal health, genetics and meat quality. The Welsh Government has appointed an industry-led body to head a five-year, £9.2 million red meatdevelopment programme to help the country’s farming community prepare for Brexit. Cabinet Secretary for Energy, Planning and Rural Affairs, Lesley Griffiths announced at the Royal Welsh Show Hybu Cig Cymru – Meat Promotion Wales (HCC) would front the project. The Red Meat Development Programme is expected to be delivered in collaboration with a range of industry partners, and will consist of three strategic projects that will focus on animal health, genetics and meat quality. This application note assesses the chemical differences between squalane from shark liver oil and squalane from olive oil, and how the differences can detect origin and adulteration. Within the animal health planning project, HCC will set up – in conjunction with partner organisations and veterinary practitioners – an ambitious workstream which will demonstrate the long-term benefits of proactive flock and herd health planning. The genetics project will seek to highlight how using rams with known genetic performance can have a positive impact on the Welsh sheep flock. The third component of the programme will be a supply chain led project that will look to assess and develop the meat quality of Welsh lamb. The project will centre on evaluating practices that can be adopted pre- and post-farmgate to secure and enhance Welsh lamb’s position as a premium product. HCC’s Industry Development and Relations Manager John Richards said: “This is an exciting programme of investment in our red meat sector, taking a whole supply chain approach. HCC believes strongly in the future of the industry. With this targeted strategic work in the areas of animal health planning and genetics, as well as meat quality, we can drive the improvements that will be crucial to its future competitiveness. “HCC has worked for a sustained period to formulate an ambitious plan for a prosperous future for Welsh agriculture,” he added. “We thank the Cabinet Secretary for this investment, and look forward to making further announcements in the near future about how this work will be delivered.” Speaking at the HCC breakfast at the Royal Welsh Show, Lesley Griffiths added: “I am delighted to be able to announce this morning that I have approved £9.2m from the Rural Development Programme to support HCC’s Red Meat Development Programme. “The programme will play an important role in facilitating an improvement in the competitiveness of the red meat supply chain in Wales. As we prepare to leave the EU, this funding will help drive up the red meat industry’s resilience pre- and post-Brexit.” SOURCE: https://www.newfoodmagazine.com/news/72296/9-2-million-welsh-red-meat-brexit/

£9.2 million to help Welsh red meat industry cope with Brexit

The programme will focus on three specific areas: animal health, genetics and meat quality. The Welsh Government has appointed an industry-led body to head a five-year, £9.2 million red meatdevelopment programme to help the country’s farming community prepare for Brexit. Cabinet Secretary for Energy, Planning and Rural Affairs, Lesley Griffiths announced at the Royal Welsh Show Hybu Cig Cymru – Meat Promotion Wales (HCC) would front the project. The Red Meat Development Programme is expected to be delivered in collaboration with a range of industry partners, and will consist of three strategic projects that will focus on animal health, genetics and meat quality. This application note assesses the chemical differences between squalane from shark liver oil and squalane from olive oil, and how the differences can detect origin and adulteration. Within the animal health planning project, HCC will set up – in conjunction with partner organisations and veterinary practitioners – an ambitious workstream which will demonstrate the long-term benefits of proactive flock and herd health planning. The genetics project will seek to highlight how using rams with known genetic performance can have a positive impact on the Welsh sheep flock. The third component of the programme will be a supply chain led project that will look to assess and develop the meat quality of Welsh lamb. The project will centre on evaluating practices that can be adopted pre- and post-farmgate to secure and enhance Welsh lamb’s position as a premium product. HCC’s Industry Development and Relations Manager John Richards said: “This is an exciting programme of investment in our red meat sector, taking a whole supply chain approach. HCC believes strongly in the future of the industry. With this targeted strategic work in the areas of animal health planning and genetics, as well as meat quality, we can drive the improvements that will be crucial to its future competitiveness. “HCC has worked for a sustained period to formulate an ambitious plan for a prosperous future for Welsh agriculture,” he added. “We thank the Cabinet Secretary for this investment, and look forward to making further announcements in the near future about how this work will be delivered.” Speaking at the HCC breakfast at the Royal Welsh Show, Lesley Griffiths added: “I am delighted to be able to announce this morning that I have approved £9.2m from the Rural Development Programme to support HCC’s Red Meat Development Programme. “The programme will play an important role in facilitating an improvement in the competitiveness of the red meat supply chain in Wales. As we prepare to leave the EU, this funding will help drive up the red meat industry’s resilience pre- and post-Brexit.” SOURCE: https://www.newfoodmagazine.com/news/72296/9-2-million-welsh-red-meat-brexit/

Milk alternatives hastening change in dairy industry

CoBank predicts continued double-digit growth in plant-based milk alternatives. Niche dairy products adapt to changing consumer preferences but complicate costs and logistics. As consumers increasingly seek beverages made from soy, almonds, coconuts and rice — even peas and oats — the dairy industry is responding with niche products of its own, but more changes are ahead as the traditional gallon jug milk business struggles to compete with plant-based competition. A new report from CoBank’s Knowledge Exchange Division predicts continued double-digit growth in the plant-based milk alternatives market. Sales are up 61% over the past five years, with slower growth of 15-25% projected by 2022. Meanwhile, cow’s milk consumption continues a decades-long slump. “The total volume of the alternative milk market is still relatively small and is not a major factor behind declining fluid milk sales,” CoBank senior dairy economist Ben Laine said. “However, plant-based milks are helping revolutionize how the dairy industry does business. Excitement around plant-based milk alternatives has forced traditional milk to differentiate into a number of premium products in order to compete.” Premium products buck trends Laine cited organic, grass-fed, ultra-filtered, lactose-free and a2 milk as niche products that buck the downward trend in milk consumption. These products command a higher price and compete more directly with plant-based alternatives. “Certain value-added dairy milk products will experience growth alongside plant-based beverages,” Laine said. Most consumers who buy alternatives are not completely abandoning milk. “Nine in 10 households that purchase plant-based alternatives also buy cow’s milk, and among those purchasing both, their cow’s milk choice is more likely to be organic or from the premium tier of milk products. That opens up opportunity for the dairy industry,” Laine said. If you can’t beat them, join them According to the report, some traditional dairy companies are adding plant-based alternatives to their portfolios. Even Dean Foods, the largest milk bottler in the U.S., recently invested in Good Karma Foods, a plant-based milk and yogurt company. An extreme example, Elmhurst Dairy in New York City, stopped producing cow’s milk altogether in 2016 and pivoted to nut-based alternatives. Still, CoBank said dairy case differentiation doesn’t come without complications. “Managing diversified product lines adds logistical challenges to an industry accustomed to a commodity product structure. For example, adding a grass-fed option to an organic milk portfolio requires separate handling all the way from farm to milk truck to bottling plant and onto retail shelves,” the report explained. Marketing costs are also increasing in the form of slotting fees. As plant-based beverages enter the dairy case, CoBank said many grocers are increasing slotting fees for this now-valuable real estate, altering the cost structure of the traditional low-margin gallon milk jug business. “Traditional milk bottlers have focused on keeping costs low and have avoided raising prices, hoping to slow the trend of declining demand,” Laine said. “New cow’s milk offerings will challenge the efficiencies of traditional large-scale supply chains handling smaller volumes of a wider variety of more specialized products.” SOURCE: https://www.supermarketnews.com/dairy/milk-alternatives-hastening-change-dairy-industry

French regulator launches probe into Tesco-Carrefour deal

The Autorite de la Concurrence is quizzing suppliers on the competitive impact of the buying partnership. The French competition watchdog has launched an investigation into the strategic tie-up between Tesco and Carrefour. The Autorite de la Concurrence said it was looking into the competitive impact of the purchasing agreement to assess its effect on the food sector, both for suppliers and consumers. Tesco and Carrefour have embarked on a partnership to jointly buy own-brand products and other items over a three-year period in a bid to negotiate better deals with suppliers. The watchdog will be interviewing the suppliers affected by the deal as well as supermarket competitors. The regulator is also investigating similar alliances between France’s Auchan, Casino, Schiever, and Germany’s Metro, and Carrefour and Systeme U. The probe has been set up because a new wave of agreements between grocers are larger in scale than the deals signed previously. The supermarket partnerships now cover both branded goods and own-brand products, including food, cleaning, personal hygiene, and general merchandise. “Consequently, they potentially involve a significant part of the consumer goods marketed by the food distribution actors,” the watchdog said. Tesco’s deal with Carrefour came after its £3.7 billion with wholesaler Booker Group. In June, the supermarket announced that it had delivered its 10th consecutive quarter of sales growth, boosted by Booker’s integration. The group’s like-for-like sales were up 1.8% for the 13 weeks to May 26, with comparable sales rising by 3.5% in the UK and Ireland. Tesco’s UK supermarket sales rose 2.1% on a like-for-like basis, while Booker’s sales, including tobacco, jumped 14.3% over the period. Source: https://www.independent.ie/world-news/french-regulator-launches-probe-into-tescocarrefour-deal-37123554.html

French regulator launches probe into Tesco-Carrefour deal

The Autorite de la Concurrence is quizzing suppliers on the competitive impact of the buying partnership. The French competition watchdog has launched an investigation into the strategic tie-up between Tesco and Carrefour. The Autorite de la Concurrence said it was looking into the competitive impact of the purchasing agreement to assess its effect on the food sector, both for suppliers and consumers. Tesco and Carrefour have embarked on a partnership to jointly buy own-brand products and other items over a three-year period in a bid to negotiate better deals with suppliers. The watchdog will be interviewing the suppliers affected by the deal as well as supermarket competitors. The regulator is also investigating similar alliances between France’s Auchan, Casino, Schiever, and Germany’s Metro, and Carrefour and Systeme U. The probe has been set up because a new wave of agreements between grocers are larger in scale than the deals signed previously. The supermarket partnerships now cover both branded goods and own-brand products, including food, cleaning, personal hygiene, and general merchandise. “Consequently, they potentially involve a significant part of the consumer goods marketed by the food distribution actors,” the watchdog said. Tesco’s deal with Carrefour came after its £3.7 billion with wholesaler Booker Group. In June, the supermarket announced that it had delivered its 10th consecutive quarter of sales growth, boosted by Booker’s integration. The group’s like-for-like sales were up 1.8% for the 13 weeks to May 26, with comparable sales rising by 3.5% in the UK and Ireland. Tesco’s UK supermarket sales rose 2.1% on a like-for-like basis, while Booker’s sales, including tobacco, jumped 14.3% over the period. Source: https://www.independent.ie/world-news/french-regulator-launches-probe-into-tescocarrefour-deal-37123554.html  

Food and Drink Innovation Network: Global Trends, hosted by Green Seed UK

At Green Seed we are only too aware how newly emerging global trends can quickly have an impact on different geographical markets. To this end Green Seed UK invited a range of stimulating speakers from the UK and abroad to inspire an audience of food marketing and innovation professionals. The latest global trends and innovation in Food and Drink The event was set up and chaired by Simon Waring, MD of Green Seed UK and participants included successful exporters Symingtons (noodles to China!) and Gu Desserts taking UK brands to new markets, sustainable values driven business Snact tackling food and packaging waste head on, plus some groundbreaking food tech innovations from Start Up Nation Israel. Market analysts Mintel highlighted global trends in product claims, with vegan claims increasing from 2% of all products launched in 2008 to a staggering 15% in 2017. ‘Natural’ or ’Suitable for’ (ie specific diet related) claims now appear on more than 50% of all products launched in the UK.

Auchan, Casino and Metro to form new alliance

French retail giants Auchan, Casino and Schiever have agreed to form a new purchase alliance with German Metro, named Horizon. This new alliance will allow the chains to coordinate purchases both inside France and abroad. Ready for 2019 Horizon should enable the founding members to “negotiate in a more collaborating, balanced, and innovative way”, rather than simply aimed at transactions. The four companies assure suppliers that the allies would increase the pressure, a press statement says: rather, they promise to “guide small enterprises in their international development”. The four want to be ready to negotiate together in the 2019 talks, but are awaiting the verdict of the French competition watchdog that should arrive on 18 July at the very latest. Auchan and Casino had started their talks early this spring, while Metro and Schiever joined in later. The four have made agreements on relationships in three areas: international brands, national (French) brands and the agricultural sector. Small enterprises and individual farmers would still have to deal with the separate companies however. The four retailers will concentrate their negotiations with international retailers in Genève, Switzerland, while they will also streamline their private labels and cut general costs. French retailers have been seeking alliances for a while now: Carrefour and Système U have forged an alliance as well, while the same Carrefour also struck a deal with British Tesco. All of them fear the competition that Amazon will bring when it starts to really focus on delivering groceries in France. SOURCE: https://www.retaildetail.eu/en/news/food/auchan-casino-and-metro-form-new-alliance

Auchan, Casino and Metro to form new alliance

French retail giants Auchan, Casino and Schiever have agreed to form a new purchase alliance with German Metro, named Horizon. This new alliance will allow the chains to coordinate purchases both inside France and abroad. Ready for 2019 Horizon should enable the founding members to “negotiate in a more collaborating, balanced, and innovative way”, rather than simply aimed at transactions. The four companies assure suppliers that the allies would increase the pressure, a press statement says: rather, they promise to “guide small enterprises in their international development”. The four want to be ready to negotiate together in the 2019 talks, but are awaiting the verdict of the French competition watchdog that should arrive on 18 July at the very latest. Auchan and Casino had started their talks early this spring, while Metro and Schiever joined in later. The four have made agreements on relationships in three areas: international brands, national (French) brands and the agricultural sector. Small enterprises and individual farmers would still have to deal with the separate companies however. The four retailers will concentrate their negotiations with international retailers in Genève, Switzerland, while they will also streamline their private labels and cut general costs. French retailers have been seeking alliances for a while now: Carrefour and Système U have forged an alliance as well, while the same Carrefour also struck a deal with British Tesco. All of them fear the competition that Amazon will bring when it starts to really focus on delivering groceries in France. SOURCE: https://www.retaildetail.eu/en/news/food/auchan-casino-and-metro-form-new-alliance

Rise of the Phenix: The French startup giving a second life to food waste

According to the Food and Agriculture Organisation of the United Nations (FAO), a third of the world’s food output is lost or wasted between the time it is produced and the time it is consumed. This statistic is all the more alarming given that agriculture and food are major industries in terms of energy consumption, environmental impacts (CO2 emissions, pesticide use, etc) and health issues. Food waste is also a social problem: while 4 million people in France cope with food insecurity and have to rely on food banks, more than €2bn (£1.8bn) worth of food is thrown away each year by retailers. Tesco removes best before dates on fruit and veg in bid to cut waste In economic terms, according to a study conducted for Ademe (the French environmentand energy management agency), the losses related to food waste in France represent an economic value of €16bn – a figure equal to a third of the amount spent servicing the national debt. The waste produced by our industrial food system constitutes a major challenge, one that national and supranational decision-makers need to address. At the international level, the fight against food waste can play a major role in achieving the UN’s sustainable development goals. The European Union is committed to halving food waste by 2030 and actively supports the transition to a circular economy through several research projects financed by the H2020 programme. In the UK, food bank use reached its highest rate on record earlier this year (Alamy) In France, major legislation passed in 2015 on the energy transition was a first significant step in raising public awareness about the issue of waste and moving towards a more circular economy. With its National Pact to Combat Food Waste in 2016, France made a commitment to reduce the phenomenon by half by 2025. The first national law against food waste, known as the “Loi Garot”, establishes a set of measures to reduce and manage this problem, particularly at the food retailing level. This law establishes a hierarchy of priorities. First of all, it is vital to curb food waste at the source (for example, by selling products that are usually rejected). Second, unsold food items that are approaching their best before date should be repurposed/recycled either through donation or transformation (by allowing foraging or the transformation of produce into compost). Third, some produce can be converted into animal feeds. And lastly, there is composting and energy recovery, notably through methanation. This law introduces a new regulatory constraint: it is now illegal for retailers to discard unsold (before sell-by date) food items. Vast sea of plastic and pollution in the Caribbean: in pictures This rule reinforces the aims of an existing tax incentive introduced in 1981 under the “Coluche law”, which provides for a 60 per cent tax deduction for food retailers and producers who donate foodstuffs instead of generating waste. This measure highlights the central role of regulation in the innovation process. And it illustrates the hypothesis of Porter and Van der Linde, according to which properly crafted environmental regulations not only help to reduce environmental externalities, but they can also lead to profits for innovative companies. Nevertheless, the fight against food waste should not only be considered from the angle of public policy initiatives. There should also be innovation-based approaches spearheaded by entrepreneurs and private-sector actors. In recent years, numerous startups or citizens’ initiatives have been launched to curb food waste. One of them is Phenix, a firm that “helps companies to reduce waste by tapping into the potential of what they throw away”. Launched in 2015, this startup organises and optimises redistribution flows for unsold food items. It has experienced rapid growth and highlights the new logics of innovation at work in this field. Phenix initially developed around a digital platform that connects distributors (firms that generate unsold food items) with various organisations that receive these flows (food banks, associations or the animal feed industry). The initiative subscribes to a business logic, with profit and growth objectives, while at the same time pursuing an environmental and social mission. It is therefore an example of what is known as a “mission platform”, built on a hybrid model that combines different action logics. While developing Phenix, cofounders Jean Moreau and Baptiste Corval first focused on building the two sides of their digital platform. They targeted the biggest players in food retailing, whose unsold food items are valued at between €500 and €2,000 daily per retail outlet. In less than four years, they gathered 900 stores, which are now using solutions developed by Phenix to optimise the process of using/reusing, repurposing or recycling unsold items and waste. At the same time, the two entrepreneurs managed to bring on board numerous charitable organisations involved in food donations and distribution, such as Banque Alimentaire (food bank), Secours Populaire Francais (major nonprofit that combats poverty and discrimination) or Restos du Coeur (chain of French meal centres/soup kitchens), by organising the collection of food donations free of charge. How to cook using food waste with Francesco Mazzei Particularly in rural areas, there are few associations that have sufficient physical means to collect donations from large and medium-sized supermarkets. The Phenix platform is therefore gaining a foothold as an intermediary that can enable connections in real time between supply (unsold items) and demand (food needs) by structuring the way exchanges are carried out between two completely different organisational worlds. From an economic point of view, the platform’s suppliers gain several advantages: they reduce their waste disposal costs, which are traditionally paid to garbage collection companies and organisations (Veolia, Suez, Paprec, etc), and benefit from a tax deduction on any donations they make. For example, if a store offers €1,000 worth of bottled milk via the platform and an association accepts the donation, the store can deduct €600 from its taxable revenue – out of which Phenix collects a commission. The role of this company is not confined however to that of a dematerialised intermediary. Phenix is building and structuring its own “business ecosystem”, ie the relationships between companies and the various stakeholders involved in food donations – through several mechanisms. In many cases, Phenix sets up, manages and operates the physical and logistics flows of food aid. Although the founders had a light structure in mind when they launched the initiative, they gradually came to understand the importance of developing logistics and operational expertise, which entailed the creation of jobs to operate the local collection and distribution networks. In 2017, of the 75 people employed by Phenix, 50 are dedicated to working with clients on the ground to reduce their waste. The substantial “thickness of intermediation” (not only digital, but also logistic and human) deployed by Phenix is a major factor in its success. Phenix also plays a structuring role by developing partnerships and innovation projects related to food waste. The company is extending its model and developing a capacity for coordination vis-a-vis the other actors in the ecosystem in order to reduce waste at the source. For example, since 2017 Phenix has been working with Zero-Gachis to make full use of products that are close to their sell-by date on retailers’ shelves. The company has also created a Phenix Lab, an initiative to incubate and support the next wave of startups in the circular economy. Through its “studies and consulting” wing, the company is also developing relations with public sector actors, producers and industrial companies that want to reduce food waste further upstream in the value chain. Four million people in France cope with food insecurity and have to rely on food banks (Alamy) Since its founding, Phenix has doubled its revenues every year, attaining €4.5m in 2017 – developed through a portfolio of 900 clients and 550 associations. To finance its growth, the start-up has raised €2.5m and is getting ready to launch another funding round this year. Industry diversification constitutes one avenue for future growth. First they would have to open the model to non-food waste, strengthen their research and consulting activities and also innovate in the retailing industry. The capacity of charitable associations to absorb the flows collected seems destined to reach its limits, and the company will need to find new outlets. In terms of geographic diversification, the company is now present in France, Spain and Portugal, and has plans to expand to new countries. Nevertheless, this strategy raises the question of whether the model can be replicated in other legislative and competitive contexts. In the United Kingdom, where public authorities prioritise competition and the voluntary initiatives of businesses in the ecosystem, Tesco stores are considered one of the pioneers in this area and are preparing to launch their own platform, FoodCloud, which aims to facilitate connections between the supply of food retailers and the demand of local associations. It remains to be seen whether FoodCloud will go as far as Phenix in its role as architect of relations and flows, or if the UK will see the emergence of a multitude of more fragmented initiatives. A final challenge, and not the least of them, concerns the ability of Phenix to remain a “mission platform” while developing its model. At the heart of the company is a hybrid mission that combines social and environmental benefits with ambitious goals for growth and profitability. The Phenix case is currently the focus of a study being carried out within the framework of the R2PI European research project.  Aurelien Acquier is a professor of strategy, organisations and society, Louis Chappet is a manager in management research, and Valentina Carbone is a professor of supply chain management and sustainable business models, all at ESCP Europe. This article was originally published on The Conversation SOURCE:https://www.independent.co.uk/environment/phenix-food-waste-environment-france-health-recycling-a8419226.html

Developing Trends: Flexitarians in France

In a recent study, it was found that compared to 2014, 82% of French people say that they are now paying more attention to the food they consume. It is clear from the way that supermarkets are now investing in, and including more and more food options for those who follow a particular lifestyle (vegetarian, veganism, gluten free etc), that this segment of the market will grow over the following years.

French Alliances : Carrefour and Système U/ Auchan and Casino

In the end, Système U chose Carrefour. On April 25, shortly after the announcement of an alliance between Auchan and Casino, Carrefour and Système U disclosed plans to conclude ‘a five-year cooperation that will focus on the negotiation of the purchase of the biggest national and international brands’. Yet, at the start of the month, Système U was still considering an alliance with Casino and Auchan. The Carrefour/Système U alliance is due to be operational from autumn 2018, in preparation for the 2019 annual negotiations. According to the joint communication sent by the two companies, ‘the scope of this agreement, intended to strengthen the competitiveness of both brands, will expand, including non-market purchases.’ On the other hand, trade and promotional policies will remain separate. But what is perhaps more interesting, is that both Carrefour and Système U announced at the same time their desire to begin a partnership with argicultural sectors as well as aims to strengthen their commitment to producers regarding fair payment to farmers. The consolidation of the Carrefour/ Système U alliance will make it possible for a block leader to emerge in France. Including the sales of Louis Delhaize (Cora, Supermarket Match), already associated with Carrefour, the three partners together account for 34.3% market share on the PGC (Respectively, 20.4% for Carrefour, 10.6% for U, 3.3% for L. Delhaize (Kantar Worldpanel data)). A market share of approx. 35% on food is also likely to obtain the best negotiations and deals when facing competitors such as the global giants of consumer goods like Coca-Cola, Unilever and Danone. However, the most important aim is to restore margins diminished by the continual price war. Of course, this is not the first time such alliances have taken place, and most certainly won’t be the last, as these alliances tend to come and go regularly within the market.

French Alliances : Carrefour and Système U/ Auchan and Casino

In the end, Système U chose Carrefour. On April 25, shortly after the announcement of an alliance between Auchan and Casino, Carrefour and Système U disclosed plans to conclude ‘a five-year cooperation that will focus on the negotiation of the purchase of the biggest national and international brands’. Yet, at the start of the month, Système U was still considering an alliance with Casino and Auchan. The Carrefour/Système U alliance is due to be operational from autumn 2018, in preparation for the 2019 annual negotiations. According to the joint communication sent by the two companies, ‘the scope of this agreement, intended to strengthen the competitiveness of both brands, will expand, including non-market purchases.’ On the other hand, trade and promotional policies will remain separate. But what is perhaps more interesting, is that both Carrefour and Système U announced at the same time their desire to begin a partnership with argicultural sectors as well as aims to strengthen their commitment to producers regarding fair payment to farmers. The consolidation of the Carrefour/ Système U alliance will make it possible for a block leader to emerge in France. Including the sales of Louis Delhaize (Cora, Supermarket Match), already associated with Carrefour, the three partners together account for 34.3% market share on the PGC (Respectively, 20.4% for Carrefour, 10.6% for U, 3.3% for L. Delhaize (Kantar Worldpanel data)). A market share of approx. 35% on food is also likely to obtain the best negotiations and deals when facing competitors such as the global giants of consumer goods like Coca-Cola, Unilever and Danone. However, the most important aim is to restore margins diminished by the continual price war. Of course, this is not the first time such alliances have taken place, and most certainly won’t be the last, as these alliances tend to come and go regularly within the market.

SIAL Paris 2018 Set To Inspire The World’s Food Industry

SIAL, the International Food Exhibition (Salon International de l’Alimentation), will take place from October 21 – 25, 2018 at Paris Nord Villepinte, north of the French capital. This biennial event has become the go-to, inspirational meeting place for the entire food-processing industry. For over 50 years, SIAL has grown in importance, showcasing innovations in the food business of today, while previewing the food solutions of tomorrow. “All eyes in the food industry will be turned toward Paris in October 2018,” asserted Nicolas Trentesaux, director of the SIAL network. “Let us not forget that the food industry is one of the most dynamic industries in the majority of the G20 countries. Coming to SIAL Paris is about discovering opportunities for growth and new trends. It is about benefiting from an excellent springboard to attain the ambitious objectives aspired to by the actors of the food industry.” Trentesaux added, “SIAL Paris is a unique, inspirational platform for testing new markets, launching new products, and meeting the key professionals in the sector to discuss the challenges that lie ahead. It is also a veritable laboratory, with R&D departments from around the world finalising their innovations to test them in the aisles of the exhibition. More than 2,500 innovations will be unveiled to the world for the very first time as part of SIAL Innovation, serving up yet more inspiration to the food-processing industry.” SIAL Paris will bring together representatives from the world’s food sector, enabling participants to share and discuss the solutions of today and those of tomorrow, thus addressing the challenges the food sector is set to face in the next 30 years. Close to 90% of the exhibition floor space has already been reserved and over 80 countries have already confirmed their attendance. Over the course of the event’s five days, exhibitors will have the opportunity to present their products to more than 160,000 professional visitors from all over the world. Depending on their preferences, their expectations and their needs, visitors will be able to explore the exhibition on a sectoral or regional basis. There will be a breadth of offering that only SIAL Paris is able to guarantee to attendees, whatever their background. SIAL continues to view itself as the forum of reference for promoting emerging sectors in the food industry. Since 2016, when this initiative was launched, the trade show has set up dedicated spaces for the promotion of tomorrow’s food solutions, which will be a key feature of SIAL Paris 2018. Hence, SIAL Paris will showcase alternative food – a new theme combining organic, free-from, eco-friendly and sustainable products with semi processed foods. A space for round tables and talks, as well as guided tours, will enhance the alternative food area. In 2018, beverages will also be under the spotlight. And, because SIAL Paris is such a unique showcase for France’s food-processing industry, products carrying the “Made in France” label will be assembled and promoted under the same banner. Furthermore, the equipment and services zone will be back to allow micro-enterprises and SMEs to better present their technologies and equipment. Meanwhile, a new feature of the trade show dedicated to forecasting trends, titled Future Lab, will constitute a hub for European start-ups, while providing global industry studies and experiential spaces. Additionally, “Cuisine Moderne” will be on the menu at SIAL Paris, as represented by renowned chef Yannick Alléno, who is sponsoring the event this year. Alléno is an advocate of a reinvigorated French cuisine – rich in its legacy from the past and ambitious in its creations for the present and the future. As the event’s sponsor, Alléno will be taking part in the selection committee for the prizes that are due to be awarded by SIAL Innovation. He will define a thematic foodservice trail and will select the products presented by the exhibitors for inclusion in a hamper bearing his name. He will also be appearing on SIAL TV on October 21, the opening day of the exhibition. SOURCE: https://www.hospitalityireland.com/sial-paris-2018-set-inspire-worlds-food-industry/60125

Why do the French eat the most chilled pizza in Europe?

Pizza is quintessentially Italian staple but it is the French who consume the most chilled pizza in Europe, accounting for 36.5% of the market. Convenience is a key driver for all consumers but it is the way French people associate chilled foods with freshness that results in the surprising statistic about chilled pizza consumption. Data and analytics company GlobalData’s Q4 2017 global consumer survey showed that 32% of French consumers associate freshness as the main benefit of chilled food — five percentage points higher than the average European consumer (27%). So it is the actual positioning in the chilled aisles — and hence the perception of freshness — that adds a healthier outlook to pizza for French consumers and results in chilled pizza sales. “The findings indicate to manufacturers operating in the prepared meals sector that there are opportunities to capitalise on, even within a country renowned for its sophisticated cuisine,” said Marilena Loparco, Consumer Analyst at GlobalData. “Demand for chilled pizza, and indeed other convenience foods in France, could be further enhanced by the inclusion of ingredients with beneficial health credentials, such as incorporating ancient grains or vegetables into the pizza crust for health-oriented French consumers; and potentially increase France’s stronghold of the chilled pizza market in Europe.” SOURCE: https://www.foodprocessing.com.au/content/business-solutions/news/why-do-the-french-eat-the-most-chilled-pizza-in-europe–961127878

Why do the French eat the most chilled pizza in Europe?

Pizza is quintessentially Italian staple but it is the French who consume the most chilled pizza in Europe, accounting for 36.5% of the market. Convenience is a key driver for all consumers but it is the way French people associate chilled foods with freshness that results in the surprising statistic about chilled pizza consumption. Data and analytics company GlobalData’s Q4 2017 global consumer survey showed that 32% of French consumers associate freshness as the main benefit of chilled food — five percentage points higher than the average European consumer (27%). So it is the actual positioning in the chilled aisles — and hence the perception of freshness — that adds a healthier outlook to pizza for French consumers and results in chilled pizza sales. “The findings indicate to manufacturers operating in the prepared meals sector that there are opportunities to capitalise on, even within a country renowned for its sophisticated cuisine,” said Marilena Loparco, Consumer Analyst at GlobalData. “Demand for chilled pizza, and indeed other convenience foods in France, could be further enhanced by the inclusion of ingredients with beneficial health credentials, such as incorporating ancient grains or vegetables into the pizza crust for health-oriented French consumers; and potentially increase France’s stronghold of the chilled pizza market in Europe.” SOURCE: https://www.foodprocessing.com.au/content/business-solutions/news/why-do-the-french-eat-the-most-chilled-pizza-in-europe–961127878

SIAL Paris 2018 Set To Inspire The World’s Food Industry

SIAL, the International Food Exhibition (Salon International de l’Alimentation), will take place from October 21 – 25, 2018 at Paris Nord Villepinte, north of the French capital. This biennial event has become the go-to, inspirational meeting place for the entire food-processing industry. For over 50 years, SIAL has grown in importance, showcasing innovations in the food business of today, while previewing the food solutions of tomorrow. “All eyes in the food industry will be turned toward Paris in October 2018,” asserted Nicolas Trentesaux, director of the SIAL network. “Let us not forget that the food industry is one of the most dynamic industries in the majority of the G20 countries. Coming to SIAL Paris is about discovering opportunities for growth and new trends. It is about benefiting from an excellent springboard to attain the ambitious objectives aspired to by the actors of the food industry.” Trentesaux added, “SIAL Paris is a unique, inspirational platform for testing new markets, launching new products, and meeting the key professionals in the sector to discuss the challenges that lie ahead. It is also a veritable laboratory, with R&D departments from around the world finalising their innovations to test them in the aisles of the exhibition. More than 2,500 innovations will be unveiled to the world for the very first time as part of SIAL Innovation, serving up yet more inspiration to the food-processing industry.” SIAL Paris will bring together representatives from the world’s food sector, enabling participants to share and discuss the solutions of today and those of tomorrow, thus addressing the challenges the food sector is set to face in the next 30 years. Close to 90% of the exhibition floor space has already been reserved and over 80 countries have already confirmed their attendance. Over the course of the event’s five days, exhibitors will have the opportunity to present their products to more than 160,000 professional visitors from all over the world. Depending on their preferences, their expectations and their needs, visitors will be able to explore the exhibition on a sectoral or regional basis. There will be a breadth of offering that only SIAL Paris is able to guarantee to attendees, whatever their background. SIAL continues to view itself as the forum of reference for promoting emerging sectors in the food industry. Since 2016, when this initiative was launched, the trade show has set up dedicated spaces for the promotion of tomorrow’s food solutions, which will be a key feature of SIAL Paris 2018. Hence, SIAL Paris will showcase alternative food – a new theme combining organic, free-from, eco-friendly and sustainable products with semi processed foods. A space for round tables and talks, as well as guided tours, will enhance the alternative food area. In 2018, beverages will also be under the spotlight. And, because SIAL Paris is such a unique showcase for France’s food-processing industry, products carrying the “Made in France” label will be assembled and promoted under the same banner. Furthermore, the equipment and services zone will be back to allow micro-enterprises and SMEs to better present their technologies and equipment. Meanwhile, a new feature of the trade show dedicated to forecasting trends, titled Future Lab, will constitute a hub for European start-ups, while providing global industry studies and experiential spaces. Additionally, “Cuisine Moderne” will be on the menu at SIAL Paris, as represented by renowned chef Yannick Alléno, who is sponsoring the event this year. Alléno is an advocate of a reinvigorated French cuisine – rich in its legacy from the past and ambitious in its creations for the present and the future. As the event’s sponsor, Alléno will be taking part in the selection committee for the prizes that are due to be awarded by SIAL Innovation. He will define a thematic foodservice trail and will select the products presented by the exhibitors for inclusion in a hamper bearing his name. He will also be appearing on SIAL TV on October 21, the opening day of the exhibition. SOURCE: https://www.hospitalityireland.com/sial-paris-2018-set-inspire-worlds-food-industry/60125

Export of Belgian food & drink industry is booming

The value of the Belgian food and drink industry in 2017 grew with 5.1% to €52.6 billion.  This excellent result is mainly thanks to exports which grew with 7.5% to €26.7 billion.  Especially the markets outside the EU saw the strongest growth (+15.5%), reaching a turnover of €4.3 billion. The most important long distance market stays the USA, where the market for Belgian food and drink reached a turnover of €712 (+16.1%). The trade balance is therefore with €4.7 billion very positive. The Belgian industry keeps on investing and innovating to strengthen their market position abroad.

Perfect World Ice Cream launched in major retailer Jumbo

Last April key Dutch retailer Jumbo launched three flavours of the sugar free and vegan ice cream Perfect World Ice Cream (PWIC). PWIC is an entrepreneurial British start-up which goal is to revolutionise the ice cream category by producing ice cream without sugar and dairy.

It’s a Perfect World for Green Seed UK

Perfect World Ice Cream has teamed up with Green Seed UK to grow their business in UK retail and foodservice, with a roll-out into selected European markets also now just beginning. Capitalising on the trends for both vegan and healthy foods, Perfect World is now making a big impact on UK consumers (with 95,000 Facebook followers alone). The range of 7 ice creams all have no added sugar (unique in the market), contain 12 added vitamins and are dairy, egg and soya free. With listings now established in Tesco and Ocado and in negotiation with one further multiple, Green Seed UK is now also opening doors with major foodservice customers for 2l and 100ml pots.  All sales activity is being supported by a social media and consumer PR campaign which highlights the brand’s remarkable taste credentials vs other brands. Sales have shot up since the range was reformulated earlier in the year to be all vegan, with improved flavours and an extended range. After a recent successful investment round the company has decided also to use Green Seed teams in other markets as it begins its international growth.  First up is the Netherlands where the team rapidly achieved a listing in 300 Jumbo stores for 3 skus and initial orders are running at double expected levels.

Obrigado to Serve as Official Beverage Sponsor of Broadway Show ‘Escape to Margaritaville’

IRVINE, Calif. — Theatregoers can now sip on a refreshing and delicious beverage while enjoying Escape to Margaritaville, the new Broadway musical comedy featuring the songs of iconic singer-songwriter-author Jimmy Buffett, thanks to a sponsorship by Obrigado coconut water. The international beverage brand is the official non-alcoholic beverage sponsor of the Broadway show. Escape to Margaritaville is now playing at Broadway’s Marquis Theatre (210 West 46th Street) where it began performances on February 16, 2018 ahead of an Opening Night on Thursday, March 15, 2018. The musical takes place on a tropical island and features both original songs and the most-loved Jimmy Buffett classics. The theatre includes colorful, island-style bars serving Obrigado coconut water. “Obrigado coconut water is sourced from Brazil, which is known for its tropical paradise,” said Leonardo Castello Branco, Marketing Director at Obrigado. “We’re excited to serve as the official beverage sponsor of a fun show like Escape to Margaritaville that mirrors the vibe of our brand.” Obrigado is all-natural, never from concentrate, has no added sugar or preservatives, and is strictly non-GMO. The company owns its own farms in Bahia, Brazil, where it grows its trees and gives each tree a barcode for complete traceability. To ensure the freshest taste, Obrigado also uses a patented extraction method that prevents air and light – which can alter the taste – from touching the coconut water. For more information on Obrigado visit obrigado.com. Tickets to Escape to Margaritaville on Broadway are available at the Marquis Box Office, Ticketmaster.com or by calling 877-250-2929; for groups of 12 or more, call Group Sales Box Office/Broadway.com at 1-800-BROADWAY x2). About Obrigado Obrigado coconut water is coconut water in its purest state. The company is committed to providing quality coconut water while respecting the environment, combining advanced processes and sustainable practices from tree to bottle. Obrigado is sourced from young, green coconuts grown in the Northeast region of Brazil, including its own farms in the state of Bahia where each tree has a unique bar code for traceability and quality. Obrigado is brought to the U.S. by Aurantiaca USA LLC, an affiliate of Grupo Aurantiaca LLC. For more information about Obrigado, visit obrigado.com. About Escape to Margaritaville Escape to Margaritaville is the musical comedy that Newsday called “paradise on Broadway.” The show features both original songs and the most-loved Jimmy Buffett classics, including “Fins,” “Volcano,” “Cheeseburger in Paradise,” and many more. With a book by Emmy Award winner Greg Garcia (“My Name Is Earl,” “Raising Hope”) and Emmy Award nominee Mike O’Malley (“Survivor’s Remorse,” “Shameless”), this new production is choreographed by Tony Award nominee Kelly Devine (Come From Away, Rock of Ages) and directed by Tony Award winner Christopher Ashley (Come From Away, Memphis). SOURCE:https://www.bevnet.com/news/2018/obrigado-serve-official-beverage-sponsor-broadway-show-escape-margaritaville

Obrigado Serves as Official Sponsor of ‘Escape to Margaritaville’

IRVINE, Calif. — Theatregoers can now sip on a refreshing and delicious beverage while enjoying Escape to Margaritaville, the new Broadway musical comedy featuring the songs of iconic singer-songwriter-author Jimmy Buffett, thanks to a sponsorship by Obrigado coconut water. The international beverage brand is the official non-alcoholic beverage sponsor of the Broadway show. Escape to Margaritaville is now playing at Broadway’s Marquis Theatre (210 West 46th Street) where it began performances on February 16, 2018 ahead of an Opening Night on Thursday, March 15, 2018. The musical takes place on a tropical island and features both original songs and the most-loved Jimmy Buffett classics. The theatre includes colorful, island-style bars serving Obrigado coconut water. “Obrigado coconut water is sourced from Brazil, which is known for its tropical paradise,” said Leonardo Castello Branco, Marketing Director at Obrigado. “We’re excited to serve as the official beverage sponsor of a fun show like Escape to Margaritaville that mirrors the vibe of our brand.” Obrigado is all-natural, never from concentrate, has no added sugar or preservatives, and is strictly non-GMO. The company owns its own farms in Bahia, Brazil, where it grows its trees and gives each tree a barcode for complete traceability. To ensure the freshest taste, Obrigado also uses a patented extraction method that prevents air and light – which can alter the taste – from touching the coconut water. For more information on Obrigado visit obrigado.com. Tickets to Escape to Margaritaville on Broadway are available at the Marquis Box Office, Ticketmaster.com or by calling 877-250-2929; for groups of 12 or more, call Group Sales Box Office/Broadway.com at 1-800-BROADWAY x2). About Obrigado Obrigado coconut water is coconut water in its purest state. The company is committed to providing quality coconut water while respecting the environment, combining advanced processes and sustainable practices from tree to bottle. Obrigado is sourced from young, green coconuts grown in the Northeast region of Brazil, including its own farms in the state of Bahia where each tree has a unique bar code for traceability and quality. Obrigado is brought to the U.S. by Aurantiaca USA LLC, an affiliate of Grupo Aurantiaca LLC. For more information about Obrigado, visit obrigado.com. About Escape to Margaritaville Escape to Margaritaville is the musical comedy that Newsday called “paradise on Broadway.” The show features both original songs and the most-loved Jimmy Buffett classics, including “Fins,” “Volcano,” “Cheeseburger in Paradise,” and many more. With a book by Emmy Award winner Greg Garcia (“My Name Is Earl,” “Raising Hope”) and Emmy Award nominee Mike O’Malley (“Survivor’s Remorse,” “Shameless”), this new production is choreographed by Tony Award nominee Kelly Devine (Come From Away, Rock of Ages) and directed by Tony Award winner Christopher Ashley (Come From Away, Memphis). SOURCE:https://www.bevnet.com/news/2018/obrigado-serve-official-beverage-sponsor-broadway-show-escape-margaritaville

FMCG-Growing in Spain thanks to a connected and healthy consumer

According to the supplier of big data and predictive analytics for manufacturers and distributors of consumer goods, IRI, the Spanish consumption is in continuous growth, being the departments of perfumery and of the healthy foods the ones that grow more. By channels, the large supermarket continues to lead the market (growing market share to 49.8%), compared to medium supermarkets (22.9%), hypermarkets (15.3%) and small supermarkets (12%). The hypermarkets are seeing how their shoppers number decreases in favor of new formats of establishments, for example, proximity, points of sale open 24 hours, 365 days a year. Also noteworthy are the “hard discount” establishments that in 2017 maintained the growth they have maintained for years in Spain. In addition, the day-to-day purchase is in a process of conversion towards multi-channel and from which the specialized stores have been favored. In Spain, consumers visited an average of 5.8 different channels during the last twelve months to make the usual purchase. Among the specialized channels, drugstores, perfumeries and chemists were the most visited establishments. It is also appreciated that, in 2017, the increasingly frequent use of the Internet through smartphones has made it easier for buyers to find information on promotions and offers that help them reduce the cost of their purchase at the supermarket: 39% of Spaniards have searched the internet before carrying out their purchase (the European average is 34%), 38% have sought an economic advantage and up to 64% have managed to save thanks to the use of coupons or promotions in the network. Another trend that has been appreciated in 2017 is an evolution in the preferences of consumers, who now opt for a healthier and more balanced diet.

RYVITA LAUNCHES NEW SNACKING LINES IN RESPONSE TO PROTEIN TREND

Associated British Foods-owned snacking brand Ryvita will launch two new product lines in the UK this year alongside updated packaging and a £1.9 million advertising campaign. Ryvita Protein will be unveiled as the brand aims to respond to consumer demand for protein in the savoury biscuit market. Created using pea protein, the line will be available in two flavours: red quinoa and sesame, and linseeds and nigella seeds. Meanwhile, Ryvita Bakes have been created following research from Kantar which revealed that the second biggest consumer need to enable healthier eating is more fruit and vegetables. Available in two flavours – beetroot and sweet onion, and tomato and red pepper – the snacks are baked with real vegetable pieces. In addition, the brand is launching a new look for its flagship Crispbread range to help communicate the health benefits of the products. Last year, the brand updated the look of its range of flatbreads, Ryvita Thins. A £1.9 million advertising campaign will run throughout 2018 comprised of digital, social and in-store activity fronted by British television presenter Davina McCall alongside experiential at Cancer Research events across the UK.Head of brand at Ryvita, Kyrsten Halley, said: “2018 is going to be great for Ryvita, with our biggest and most diverse campaign to date; we couldn’t be prouder to be working with our incredible, new partners in Davina and Cancer Research UK.“The relaunch is a great opportunity for retailers looking to unlock the healthy snacking category, using Ryvita’s strong health credentials and encouraging people to ‘get more good in’ to their lives. “The campaign is looking to inspire people in lots of ways through innovative and nutritious new products plus engaging and inspiring comms showing how we believe healthy living really can be enjoyable (rather than diets) and having fun being active through our events series.”      

Brazilian coconut water brand Obrigado expands to Europe

Brazilian coconut water brand Obrigado is set to expand into Europe, just two and a half years after launching on the Brazilian market. Obrigado, which is also available in the US, is produced from fresh, young green coconuts that are harvested on the brand’s own sustainable farms in the state of Bahia. Its name, which translates from Portuguese as simply ‘thank you’, is a nod to the brand’s natural ingredients and recognition of its gratitude for nature’s resources. The drink will be available in the UK – the brand’s first market outside the Americas, and its first in Europe – with more than 1,400 points of distribution across the Greater London area. Mark van de Grift, global marketing director for brand owners Grupo Aurantiaca, is heading up Obrigado’s nationwide roll-out plans to gain listings in premium independents and multiples. He said: “We believe that Obrigado is exactly what the British coconut water category is missing with the brand’s unique patented extraction method which allows the product to be 100% pure, nothing added. Consumers today have an ‘always on’ lifestyle but are ever more health conscious; they also have a real focus on provenance. “One of Mintel’s top food and drink trends for 2018 is ‘full disclosure’ – as the only brand on the market with its own land where all coconuts are sourced, this is something that’s core to our brand.” In 2017, annual coconut water sales in the UK broke the £100 million mark for the first time and are forecast to quadruple over the next five years. ‘£2.3 million launch activity’ In only two and a half years on the Brazilian market, Obrigado reached 12.5% market share at its peak in 2017, having sold more than 12 million litres of coconut water. This launched Obrigado into the top four coconut water brands in Brazil, making it one of the most successful brand stories in the country’s recent history. Obrigado, which is also available in the US, is now looking to replicate this success with its launch in the UK. “Obrigado is committed to educating consumers on the benefits of coconut water and shaking up the category in the UK,” added Adhy Singagerda, CEO of Aurantiaca Europe. “To achieve this, we will be spending £2.3 million in this market, helping to result in category growth.”  SOURCE: https://www.foodbev.com/news/brazilian-coconut-water-brand-obrigado-in-european-expansion/

Brazilian coconut water brand Obrigado expands to Europe

Brazilian coconut water brand Obrigado is set to expand into Europe, just two and a half years after launching on the Brazilian market. Obrigado, which is also available in the US, is produced from fresh, young green coconuts that are harvested on the brand’s own sustainable farms in the state of Bahia. Its name, which translates from Portuguese as simply ‘thank you’, is a nod to the brand’s natural ingredients and recognition of its gratitude for nature’s resources. The drink will be available in the UK – the brand’s first market outside the Americas, and its first in Europe – with more than 1,400 points of distribution across the Greater London area. Mark van de Grift, global marketing director for brand owners Grupo Aurantiaca, is heading up Obrigado’s nationwide roll-out plans to gain listings in premium independents and multiples. He said: “We believe that Obrigado is exactly what the British coconut water category is missing with the brand’s unique patented extraction method which allows the product to be 100% pure, nothing added. Consumers today have an ‘always on’ lifestyle but are ever more health conscious; they also have a real focus on provenance. “One of Mintel’s top food and drink trends for 2018 is ‘full disclosure’ – as the only brand on the market with its own land where all coconuts are sourced, this is something that’s core to our brand.” In 2017, annual coconut water sales in the UK broke the £100 million mark for the first time and are forecast to quadruple over the next five years. ‘£2.3 million launch activity’ In only two and a half years on the Brazilian market, Obrigado reached 12.5% market share at its peak in 2017, having sold more than 12 million litres of coconut water. This launched Obrigado into the top four coconut water brands in Brazil, making it one of the most successful brand stories in the country’s recent history. Obrigado, which is also available in the US, is now looking to replicate this success with its launch in the UK. “Obrigado is committed to educating consumers on the benefits of coconut water and shaking up the category in the UK,” added Adhy Singagerda, CEO of Aurantiaca Europe. “To achieve this, we will be spending £2.3 million in this market, helping to result in category growth.” SOURCE: https://www.foodbev.com/news/brazilian-coconut-water-brand-obrigado-in-european-expansion/

Blue Diamond Launches Crafted Gourmet Line of Almonds, Embraces Entertaining Category

Blue Diamond, the world’s leading almond marketer and processor, today announced a new line of Blue Diamond Crafted Gourmet Almonds, created for any entertaining occasion. The new product line is the latest example of Blue Diamond’s dedication to offering high quality California-grown almonds that deliver on flavor and taste. What makes this new line of Blue Diamond Crafted Gourmet Almonds unique is the process. First, the almond skins are removed for a smooth texture and nutty crunch. The almonds are then roasted, seasoned, and cured with a blend of herbs and spices to create a rich and savory taste. Blue Diamond Crafted Gourmet Almonds are available in four unique and trend-worthy flavors, including Pink Himalayan Salt; Black Truffle; Garlic, Herb and Olive Oil; and Rosemary and Sea Salt. The new line complements other gourmet foods like cheese, charcuterie and olives. They can be included in any grazing table creation or enjoyed on their own. “Gourmet foods are an exciting new genre for Blue Diamond and this is an example of our dedication to food innovation,” said Blue Diamond Senior Vice President, Global Consumer Division, Raj Joshi. “We were inspired by foodies and moments of celebration when developing this Gourmet line. People love finding new delicious foods and sharing them with friends and family. We hope this new line becomes a go-to addition for any special occasion, whether it’s a dinner party, holiday, book club, or happy hour.” Blue Diamond Crafted Gourmet Almonds are a rich new addition to Blue Diamond’s wide range of more than 20 almond flavors– from bold varieties like Sriracha or Salt ‘n Vinegar to oven roasted varieties like Dark Chocolate and Salted Caramel. “With high-quality ingredients, and an elevated new package and overall presentation, this is much more than just a new line of almonds,” said Joshi. “From the orchard to the table, special care goes into each bag of Blue Diamond Crafted Gourmet Almonds.” Blue Diamond Crafted Gourmet Almonds will be available in March 2018 and will be sold at most major retailers. About Blue Diamond Blue Diamond Growers is the world’s leading almond marketer and processor. It led the development of California’s almond industry since the co-op was founded in 1910 and opened world markets over 100 years ago when Spain and Italy were the major producers of almonds. While the U.S. market is the largest single market for almonds, over 70 percent of them are exported to 95 countries worldwide. Almonds are California’s largest food export and they rank among the top ten food exports in America. California produces over 80 percent of the world’s supply. For more information, visit www.bluediamond.com. SOURCE: https://www.businesswire.com/news/home/20180305005284/en/Blue-Diamond-Launches-Crafted-Gourmet-Line-Almonds

Blue Diamond Launches Crafted Gourmet Line of Almonds, Embraces Entertaining Category

Blue Diamond, the world’s leading almond marketer and processor, today announced a new line of Blue Diamond Crafted Gourmet Almonds, created for any entertaining occasion. The new product line is the latest example of Blue Diamond’s dedication to offering high quality California-grown almonds that deliver on flavor and taste. What makes this new line of Blue Diamond Crafted Gourmet Almonds unique is the process. First, the almond skins are removed for a smooth texture and nutty crunch. The almonds are then roasted, seasoned, and cured with a blend of herbs and spices to create a rich and savory taste. Blue Diamond Crafted Gourmet Almonds are available in four unique and trend-worthy flavors, including Pink Himalayan Salt; Black Truffle; Garlic, Herb and Olive Oil; and Rosemary and Sea Salt. The new line complements other gourmet foods like cheese, charcuterie and olives. They can be included in any grazing table creation or enjoyed on their own. “Gourmet foods are an exciting new genre for Blue Diamond and this is an example of our dedication to food innovation,” said Blue Diamond Senior Vice President, Global Consumer Division, Raj Joshi. “We were inspired by foodies and moments of celebration when developing this Gourmet line. People love finding new delicious foods and sharing them with friends and family. We hope this new line becomes a go-to addition for any special occasion, whether it’s a dinner party, holiday, book club, or happy hour.” Blue Diamond Crafted Gourmet Almonds are a rich new addition to Blue Diamond’s wide range of more than 20 almond flavors– from bold varieties like Sriracha or Salt ‘n Vinegar to oven roasted varieties like Dark Chocolate and Salted Caramel. “With high-quality ingredients, and an elevated new package and overall presentation, this is much more than just a new line of almonds,” said Joshi. “From the orchard to the table, special care goes into each bag of Blue Diamond Crafted Gourmet Almonds.” Blue Diamond Crafted Gourmet Almonds will be available in March 2018 and will be sold at most major retailers. About Blue Diamond Blue Diamond Growers is the world’s leading almond marketer and processor. It led the development of California’s almond industry since the co-op was founded in 1910 and opened world markets over 100 years ago when Spain and Italy were the major producers of almonds. While the U.S. market is the largest single market for almonds, over 70 percent of them are exported to 95 countries worldwide. Almonds are California’s largest food export and they rank among the top ten food exports in America. California produces over 80 percent of the world’s supply. For more information, visit www.bluediamond.com. SOURCE: https://www.businesswire.com/news/home/20180305005284/en/Blue-Diamond-Launches-Crafted-Gourmet-Line-Almonds

The Guilt-Free Consumption

It is a growing market trend that proposes environmentally friendly products, such as recyclables, fair trade and no substances harmful to health and responds to a growing need around the world, since it is based on a universal feeling: all We want to have our conscience clean, calm. “Consumers are eager for a type of consumption without worrying (or at least worry less) about a negative impact”. This is indicated in Trendwatching, a company specializing in global consumer trends. Guilt-free consumption also causes “clean brands” to achieve an advantage over their competition, according to Trendwatching experts. The companies that declare themselves respectful for the environment, that do not produce in countries with precarious labor, or that use healthy substances, put in the point of view of the citizens to the companies that grow without saying anything about it. In short, consumers are the basis of the production system and their purchasing decision can change market trends. Therefore, making a consumption free of guilt is an indirect way of claiming companies that include the environmental, solidarity and welfare variable in their products and services.

The Kettle Store: the ultimate brand experience

In December 2017, Green Seed Belgium set up the very first Kettle Chips pop-up store in Europe. Over a period of 3 weeks, the Kettle Store welcomed visitors in a dedicated store space located at the very heart of Antwerp’s shopping district. The idea was to let people experience the brand with all their senses. The atmosphere and shop interior were aligned to Kettle’s s brand identity: fun, colourful, warm and linked to the real foodie aspect of the brand. The main attraction of the Kettle Store was the “Make your Own Potato Chips” activity. People could experiment with original seasonings in order to flavour their own chips and take their personalized creation back home. The profit generated by this activity was then donated to “Foodbanks”, a local charity organization. The experience however did not stop there as visitors could also buy packs of exclusive Kettle Chips. The project was extremely successful delivering a clear boost to brand awareness. Not only did the Kettle digital buzz entice people to come and visit, the Kettle Store also received substantial coverage in both print and online press.   https://greenseedgroup.com/wp-content/uploads/2018/01/Antwerpv3.mp4

Quorn Launches New Vegan Deli Lines To Meet Consumer Demand

Meat-free giant Quorn has expanded its vegan offering – in response to more consumers opting for plant-based food. The company is adding two new products to its vegan range – Chicken Free Slices and Smoky Ham Free Slices. ‘Versatility’ A Quorn spokesperson told PBN: “As the vegan trend continues to boom, Quorn can add some versatility with two new deli lines. “Vegan sandwich fillings are hard to come by – or were in 2017 – but Quorn has come up with the ultimate lunchtime solution with its new products. “Both are high in protein and the Quorn Chicken Free Slices are low in saturated fat, perfect sandwiched with crunchy lettuce and a dollop of vegan mayonnaise.” Gluten-free Coeliacs or those with an intolerance to gluten can also enjoy the products. The spokesperson adds: “The best bit? They’re both gluten-free.” According to Quorn, the new products will be available in Sainsbury’s from January 31. Source: https://www.plantbasednews.org/post/quorn-launches-new-vegan-deli-lines-consumer-demand

Quorn Launches New Vegan Deli Lines To Meet Consumer Demand

Meat-free giant Quorn has expanded its vegan offering – in response to more consumers opting for plant-based food. The company is adding two new products to its vegan range – Chicken Free Slices and Smoky Ham Free Slices. ‘Versatility’ A Quorn spokesperson told PBN: “As the vegan trend continues to boom, Quorn can add some versatility with two new deli lines. “Vegan sandwich fillings are hard to come by – or were in 2017 – but Quorn has come up with the ultimate lunchtime solution with its new products. “Both are high in protein and the Quorn Chicken Free Slices are low in saturated fat, perfect sandwiched with crunchy lettuce and a dollop of vegan mayonnaise.” Gluten-free Coeliacs or those with an intolerance to gluten can also enjoy the products. The spokesperson adds: “The best bit? They’re both gluten-free.” According to Quorn, the new products will be available in Sainsbury’s from January 31. Source: https://www.plantbasednews.org/post/quorn-launches-new-vegan-deli-lines-consumer-demand

French Organic Food Sector: Growing from Strength to Strength

According to many major retailers, the demand for organic food is at its highest in over a decade. The growth of this sector is going from strength to strength with a fast-growing European market worth more than 22 billion euros. Within this, the French Organic market amounted to 6.9 billion euros at the end of 2016, with a 22% rise registered for the first half of 2017. With more than 21 organic farms being created every day in France, organic is now part of everyday life. Already, 9 out of 10 French people today say they consume organic produce at least occasionally. Yet this should come as no surprise, as continual strong growth in the organic sector has been steadily occurring over the past decade. In 2006, there were 1,676 organic shops in France, by the end of 2016, there were 2,606. Moreover, this growth is occurring across all areas of the sector, from shop expansion to increased public interest. More and more supermarket chains have been investing in organic sections and/or aisles within their stores, and now even specialist stores are looking at expansion. For example, Carrefour Bio is aiming to open an additional 150 stores by 2021. However, what may be the most interesting are the results from a survey conducted by Bio Linéaires magazine. The study shows that today, 42% of the study respondents say they mix the buying of their organic products between specialist shops and supermarkets, a 17% increase compared to 2015. Furthermore, 71% of those surveyed say that seeing advertising on the subject encourages them to consume organic products. Looking towards the future, the growth of this sector is likely to continue. With the takeover of Whole Foods Market by Amazon leading to the arrival of digital developments for the Organic sector, there are many possible avenues to explore regarding the Organic Food Sector in France.

Exports could be key to Welsh red meat industry success, says levy board

The Welsh red meat industry has been advised to eye-up export opportunities, according to chairman of Hybu Cig Cymru – Meat Promotion Wales (HCC) Ke… Visit www.meatinfo.co.uk today for more information! Source: https://meatinfo.co.uk/news/fullstory.php/aid/21937/Exports_could_be_key_to_Welsh_red_meat_industry_success,_says_levy_board_.html

Exports could be key to Welsh red meat industry success, says levy board

The Welsh red meat industry has been advised to eye-up export opportunities, according to chairman of Hybu Cig Cymru – Meat Promotion Wales (HCC) Ke… Visit www.meatinfo.co.uk today for more information! Source: The Welsh red meat industry has been advised to eye-up export opportunities, according to chairman of Hybu Cig Cymru – Meat Promotion Wales (HCC) Ke… Visit www.meatinfo.co.uk today for more information!

Pots & Co launches Banoffee Pudding into Sainsbury’s

The NPD features a light banana sponge with a banoffee sauce centre,topped with toasted granola and banana chips Source: https://www.thegrocer.co.uk/buying-and-supplying/new-product-development/pots-and-co-launches-banoffee-pudding-into-sainsburys/559446.article

Pots & Co launches Banoffee Pudding into Sainsbury’s

The NPD features a light banana sponge with a banoffee sauce centre, topped with toasted granola and banana chips Source: https://www.thegrocer.co.uk/buying-and-supplying/new-product-development/pots-and-co-launches-banoffee-pudding-into-sainsburys/559446.article

CHANGING HABITS OF SOFT DRINKS CONSUMPTION IN SPAIN

Soft drinks are part of social relationships and leisure time, all over the world. According to the study on “Drinking Habits of Soft Drinks in Spain”, which is periodically elaborated by ANFABRA, the National Association of Soft Drink Manufacturers, 75% of Spaniards prefer to drink soft drinks with friends and away from home, in bars, restaurants or cafes and preferably during the weekend. The Spanish people declare to prefer light or without gas soft drinks and thirdly, the sports drinks. Although during the weekend the refreshments preferred by the Spaniards are those that contain gas. The flavor of cola is still the preferred choice for 50% of the interviewees, although it also highlights the taste for other flavours with less tradition such as pineapple, apple or peach, which agglutinate 18% of preferences, and other new soft drinks such as ready-to-drink- tea (10%). Another trend in recent years is the increase in the demand for light/sugar free carbonated soft drinks. So, 10% affirm to drink light refreshments on a normal way and another 25% drink them occasionally. On the other hand, non-carbonated drinks are usually consumed by 16% of the interviewees, and another 39% do so on an occasional way. Preferences also vary with age. The younger ones choose to try different flavors, and stand out as the most appreciated feature when it comes to sipping their flavor. Between the ages of 24 and 34, they choose more light and non-carbon refreshing drinks. Those over 55 emphasize the healthy properties of soft drinks and more traditional flavors. In Spain, unlike other European countries or the United States, soft drinks are more part of leisure activities than meals accompaniment. This trend towards social consumption is favored by good climatic conditions and by ingrained habits of shared leisure.

Green Seed supports the dynamic Belgian food and drink industry

At Anuga, Green Seed organized together with Fevia and Food.Be  an interactive session of 1-1 meetings on market specific export advice. Over 30 meetings were held with dynamic and innovative Belgian companies wanting to drive international expansion.  The individual Green Seed offices gave first advice on opportunities and market approach tailored to the companies’ needs. Green Seed Group is the preferred partner of Fevia Flanders on international business since 2011.

Quorn protein on par with animal sources

Protein found in Quorn meat-free foods may be just as good for muscles as animal proteins, new research suggests. Food labelling usually lists protein as a simple number, but some proteins have better “bioavailability” than others – meaning more can be used by the body. Animal proteins like milk are known to have high bioavailability, making them an excellent source of building blocks for muscles. Researchers from the University of Exeter compared milk protein with Mycoprotein – the fungi-based protein source found in Quorn foods – and found “equivalent” bioavailability. The study was a collaboration between Quorn Foods and the University of Exeter, and the university scientists say more research is now needed to see if the high bioavailability of Mycoprotein translates to beneficial effects, equivalent to animal proteins, on muscle tissue for various different groups of people. “In the last decade or so, nutritional research has led to more and more people – including athletes and older people – being advised to consume more protein than the standard recommended daily allowance,” said first author Mandy Dunlop, of the University of Exeter. “At the same time, government and societal concerns about the sustainability and environmental effects of producing animal-based proteins like meat and dairy products have been growing. “Quorn’s Mycoprotein is produced with far less impact on the environment, and our research shows the bioavailability of its protein is equivalent to that of milk.” Consuming protein results in an increased availability of amino acids and insulin in the blood, leading to “muscle protein synthesis” (muscle building) in the hours after eating. Extensive research has been done on animal proteins, many of which have high bioavailability, and these are often recommended to people who need extra protein to maintain or remodel muscle tissue. Many plant proteins have lower bioavailability – but the researchers say bioavailability in Quorn’s Mycoprotein is “very good”. “Indeed, though milk protein was digested more quickly, the overall availability of amino acids derived from Mycoprotein over a four-hour period following a meal was equivalent to the same amount of protein derived from milk,” said senior author Dr Benjamin Wall. “We concluded that Mycoprotein provides a very bioavailable dietary protein source, and speculate that it would be an effective source of protein to support muscle building in a variety of populations. “This study also took a dose-response approach such that the data give us some direction for how much protein individuals should consume within a meal depending on whether they are looking for sufficient, or optimal, effects on muscle tissue; though definitive conclusions on this will require further work, especially to translate to longer-term effects on health and/or performance.” The paper, published in the British Journal of Nutrition, is entitled: “Mycoprotein represents a bioavailable and insulinotropic non-animal-derived dietary protein source: a dose-response study.” ### The research was funded by Quorn Foods.   Source: https://www.eurekalert.org/pub_releases/2017-10/uoe-qpo100917.php

Quorn protein on par with animal sources

Protein found in Quorn meat-free foods may be just as good for muscles as animal proteins, new research suggests. Food labelling usually lists protein as a simple number, but some proteins have better “bioavailability” than others – meaning more can be used by the body. Animal proteins like milk are known to have high bioavailability, making them an excellent source of building blocks for muscles. Researchers from the University of Exeter compared milk protein with Mycoprotein – the fungi-based protein source found in Quorn foods – and found “equivalent” bioavailability. The study was a collaboration between Quorn Foods and the University of Exeter, and the university scientists say more research is now needed to see if the high bioavailability of Mycoprotein translates to beneficial effects, equivalent to animal proteins, on muscle tissue for various different groups of people. “In the last decade or so, nutritional research has led to more and more people – including athletes and older people – being advised to consume more protein than the standard recommended daily allowance,” said first author Mandy Dunlop, of the University of Exeter. “At the same time, government and societal concerns about the sustainability and environmental effects of producing animal-based proteins like meat and dairy products have been growing. “Quorn’s Mycoprotein is produced with far less impact on the environment, and our research shows the bioavailability of its protein is equivalent to that of milk.” Consuming protein results in an increased availability of amino acids and insulin in the blood, leading to “muscle protein synthesis” (muscle building) in the hours after eating. Extensive research has been done on animal proteins, many of which have high bioavailability, and these are often recommended to people who need extra protein to maintain or remodel muscle tissue. Many plant proteins have lower bioavailability – but the researchers say bioavailability in Quorn’s Mycoprotein is “very good”. “Indeed, though milk protein was digested more quickly, the overall availability of amino acids derived from Mycoprotein over a four-hour period following a meal was equivalent to the same amount of protein derived from milk,” said senior author Dr Benjamin Wall. “We concluded that Mycoprotein provides a very bioavailable dietary protein source, and speculate that it would be an effective source of protein to support muscle building in a variety of populations. “This study also took a dose-response approach such that the data give us some direction for how much protein individuals should consume within a meal depending on whether they are looking for sufficient, or optimal, effects on muscle tissue; though definitive conclusions on this will require further work, especially to translate to longer-term effects on health and/or performance.” The paper, published in the British Journal of Nutrition, is entitled: “Mycoprotein represents a bioavailable and insulinotropic non-animal-derived dietary protein source: a dose-response study.” ### The research was funded by Quorn Foods   Source: https://www.eurekalert.org/pub_releases/2017-10/uoe-qpo100917.php

Dorset Cereals launches gently spiced carrot and apple muesli

Associated British Foods-owned Dorset Cereals has introduced its first fruit and vegetable muesli in a gently spiced carrot and apple flavour. The limited-edition variant is made from a blend of rolled and toasted flakes with carrot, dried fruits and crunchy pecans, and spiced with cinnamon and nutmeg. Containing no added sugar, Dorset Cereals said the sweetness of the apple is the ‘perfect accompaniment’ to the savoury carrot. The brand claims that enjoying vegetables at breakfast time is increasingly popular, with vegetables being added to yogurts and cereals. The muesli is best served with milk, yogurt or fruit juice. Source: https://www.foodbev.com/news/dorset-cereals-launches-spiced-carrot-apple-flavoured-muesli/

Dorset Cereals launches gently spiced carrot and apple muesli

Associated British Foods-owned Dorset Cereals has introduced its first fruit and vegetable muesli in a gently spiced carrot and apple flavour. The limited-edition variant is made from a blend of rolled and toasted flakes with carrot, dried fruits and crunchy pecans, and spiced with cinnamon and nutmeg. Containing no added sugar, Dorset Cereals said the sweetness of the apple is the ‘perfect accompaniment’ to the savoury carrot. The brand claims that enjoying vegetables at breakfast time is increasingly popular, with vegetables being added to yogurts and cereals. The muesli is best served with milk, yogurt or fruit juice. Source: https://www.foodbev.com/news/dorset-cereals-launches-spiced-carrot-apple-flavoured-muesli/

Pots & Co Bring British Elegance to French Stores

The culinary arm of European integration has continued to flourish during the last year, exemplified by classy British desserts company Pots & Co’s seamless arrival on French super- and hypermarket shelves. Reception of these beautifully designed ‘Exceptional Puddings’, now in Carrefour stores, has been warm, with eager anticipation of listings in further supermarkets and much curiosity focused on their « so-British » origins. Indeed, with creator Julian Dyer having been dubbed a second Jamie Oliver, it seems that British charm has also played its role in winning the French press over. One could say that the Anglo-Franco love affair has come full circle in the case of Pots & Co when taking into account Dyer’s professional origins as a trainee chef in Bordeaux. It’s not just the enduring amity between our two countries that has provoked such positive reactions, but also the meticulous attention to detail in terms of ingredients and design which intrigues. Consumers have been encouraged by the press to see the ceramic pots as items to collect, while the brand’s commitment where possible to premium and preservative- and artificial colouring-free ingredient lists has also been noted. The use of Devon cream and Cornish sea salt – comforting, regional British exoticisms de luxe – invited praise from snacking.fr , keeping in with the French trend of liking to know where their food hails from. It is success stories such as these which encourage faith in British-European market relations after the Brexit vote, and we expect implantation of British products abroad to continue inspiring enthusiasm and confidence in business as they have in the past. (Sources : Trade Press – Linéaires, LSA & www.snacking.fr, 2016)

Opening Of Costco France- A Unique Concept For France

The US group, number two worldwide in mass wholesale, opened its first megastore in France on Thursday 22nd  June 2017. This first French site, situated in the town of Villebon-sur-Yvette (about 15 miles south of central Paris) covers approximately 13,500 m2 and features 3,800 stock keeping units. For the opening of the store around 200 employees were recruited, a number that is only set to increase as time goes on. This style of store is not what the French consumers are used to. It is said that it can almost be viewed as a revolution, as Costco’s methods- little range in product, almost no service and much lower prices- are rarely practised in France. Therefore, it is foreseeable that the US group will face intense competition on the French market with other retailers such as Carrefour, Auchan or wholesaler METRO. However, the US group already has several strategies in place to entice the French consumers into their store. To start with, the membership subscription fee isn’t as high compared to other countries. In the US, a yearly membership fee costs $55, whereas the fee has been set at only €36 (equivalent to approximately $40). This has clearly been a success, as the French site was said to open with 30,000 members. Additionally, another strategy is to follow the brands strategy of selling luxe items at a reduced price. With this, Costco France will no doubt win over clients in no time. After all, who can refuse, when grand cru wines like Château Margaux are being sold at 300 euros less than the usual price? Looking towards the future, Costco management has indicated that they plan to continue to expand their stores across France with the aim of opening another 15 units in the country by 2025. This will likely have a significant impact on the landscape of the French market and it will be interesting to see what new developments emerge from it. But the key question remains, will this new style of retail win over the French consumers?

The success of brand ambassadors

On the 12th of September, Laure Genonceaux of the restaurant Brinz’L in Ukkel (Brussels) was awarded the title of Chaudfontaine Lady Chef of the Year 2017.  Green Seed Belgium is the project owner and has been organizing this competition for the past 27 years. The award benefits from a high level of credibility and popularity amongst press, foodies and restaurants. The Lady Chef operates as a brand ambassador for Chaudfontaine and her other partners. Throughout the year, the Lady Chef endorses the partner brands by working with their products and showcasing them at specific events and in various media. Brand ambassadors are key drivers for brand development. Companies are looking for impactful ways to reach potential consumers, away from the traditional advertising. Brand ambassadors embody the brand they are endorsing and humanize the products. An ambassador provides credibility, trustworthy promotion and visibility. For the partners, the Lady Chef is an excellent way to reach both B2B and B2C objectives. Laure Genonceaux, Chaudfontaine Lady Chef 2017

Australia’s number one breakfast Up&Go launched in Albert Heijn

Last week the Dutch retailer Albert Heijn has launched four flavours of the Australian breakfast drink Up & Go which is supplied by UK company Life Health Foods ltd., an entrepreneurial British start-up which goal is to revolutionise the breakfast category. The Up & Go drinking breakfast concept perfectly fits the general ‘to go’ trend and taps in on the growing demand for protein and fibre rich products and the healthy benefits of oats. With the help of Food Marketing Experts Green Seed Netherlands the Up & Go concept was fully amended to the Dutch market with a different, distinguishing packaging and tailor made recipes. The launch in  Albert Heijn will be supported with a big social media and PR campaign as well as targeted trade marketing activities.

Opening of Costco France- A unique concept for France

The US group, number two worldwide in mass wholesale, opened its first megastore in France on Thursday 22nd June 2017. This first French site, situated in the town of Villebon-sur-Yvette (about 15 miles south of central Paris) covers approximately 13,500 m2 and features 3,800 stock keeping units. For the opening of the store around 200 employees were recruited, a number that is only set to increase as time goes on. This style of store is not what the French consumers are used to. It is said that it can almost be viewed as a revolution, as Costco’s methods- little range in product, almost no service and much lower prices- are rarely practised in France. Therefore, it is foreseeable that the US group will face intense competition on the French market with other retailers such as Carrefour, Auchan or wholesaler METRO. However, the US group already has several strategies in place to entice the French consumers into their store. To start with, the membership subscription fee isn’t as high compared to other countries. In the US, a yearly membership fee costs $55, whereas the fee has been set at only €36 (equivalent to approximately $40). This has clearly been a success, as the French site was said to open with 30,000 members. Additionally, another strategy is to follow the brands strategy of selling luxe items at a reduced price. With this, Costco France will no doubt win over clients in no time. After all, who can refuse, when grand cru wines like Château Margaux are being sold at 300 euros less than the usual price? Looking towards the future, Costco management has indicated that they plan to continue to expand their stores across France with the aim of opening another 15 units in the country by 2025. This will likely have a significant impact on the landscape of the French market and it will be interesting to see what new developments emerge from it. But the key question remains, will this new style of retail win over the French consumers?

Jordans – Breakfast in the Woods

As one of the leading cereal brands in Belgium, Jordans Cereals wanted to take brand activation to the next level. We therefore started up a partnership with brand new event BXL Tour: an open to all bike race which crossed the streets of the capital over 50 km, allowing participants to (re)discover some key Brussels locations. The BXL Tour took place on Sunday 25th June. Under branded Jordans tents, Jordans hosts & hostesses prepared a delicious healthy breakfast for the first 1,500 registered cyclists. People could choose between 3 different breakfast packs, since everyone has its favorite cereals. As a fun element, Jordans was present with a photobooth stand throughout the day. The Jordans hosts and hostesses took a picture of the participants, which was then printed on a magnet. A nice souvenir to take home and hang on the fridge! To reward the brave cyclists who completed the tour, we’ve put a Jordans Frusli bar in each goodiebag, to take home or – in many cases- to indulge there and then. The delicious cereal bar was the ideal energy provider afer a tough race!      

Green Seed Belgium supports World Meat Free Day in Belgium

Feeding the growing world population is a big challenge. Sustainable food will be a key driver to achieve these goals and save our planet. On June 12th we motivate all consumers to have a meat-free diet. The impact of switching towards only one plant based menu is the carbon equivalent of boiling 388 kettles or 8 days of personal water use. The campaign is being rolled out by International Food Marketing company Belgium, Green Seed, through the major foodservice operators such as Compass, Solucious or Aramark. Company restaurants of ING Bank, European Institutions, Belfius, BASF, BNP-Paribas, NMBS/SNCB or Hogeschool Gent to name only a few, are participating.  Quorn products will be a key ingredient in the dishes served.

Retail Inspiration Show at Delhaize

Food innovation clearly drives dynamism in retail. It acts like an attraction pool pulling in new shoppers and appealing to the existing ones. Consumers want to be surprised. Belgium Food Marketing Experts, Green Seed, organized its first Retail Inspiration Show for the Belgian retailer Delhaize in February 2017. The Green Seed international network identified in their markets products which would bring something distinctively new to the Belgian market. The selection fitted with one of the 4 key pillars “Health”, “Authenticity”, “Indulgence” and “Organic”. Over 250 companies were screened which resulted in over 50 innovative concepts from all over the world being presented at the Show to the buying teams. https://greenseedgroup.com/wp-content/uploads/2017/03/RIS-VIDEO-2017.mp4  

Innovation at IFE

The one thing which excites all of us at the Green Seed Group is discovering genuine food and drink innovation. While every market has its own particular characteristics and requirements, this is the one thing which buyers everywhere are looking for to drive new growth in both retail stores and foodservice locations. New food and drink concepts – many of which are inspired by health trends from the US and Asia – often come to market first in the UK, then once tested and proven, cross over into other European markets and further afield. If the UK is now viewed by many as Europe’s innovation hub, then the IFE, the International Food and Drink Event, www.ife.co.uk, which takes place in London 19-22 March, is its industry platform. IFE is the biggest and most important UK food show and takes place every two years. It showcases the widest variety of pioneering food and drink and offers an unrivalled sourcing opportunity. Health and convenience combine as the main stimulus for new product introductions in line with UK consumer trends: free from foods, healthy botanicals, sustainable snacks and condiments made from produce otherwise destined for waste, compostable packaging, tree water drinks, alternative grains and seeds, fresh meal kits, salad bowls, coconut with everything, ethnic inspiration, protein rich foods – especially vegetable proteins – and an explosion in food to go…. IFE is bursting with inspiration. Among the 1,350+ exhibitors you will also find producers from 57 world markets in addition to the UK suppliers on show, and a range of stimulating seminars and events taking place. The full international office network of Green Seed will be at the show and we would be delighted to catch up with you and help with advice, introductions and information. Click here for free registration Access to the show is very easy: the Excel exhibition centre is just 1 mile from London City Airport and special air fare reductions of up to 20% have been negotiated with British Airways and Cityjet from a number of different locations, which you can access here. We very much look forward to seeing you there. Simon WARING Managing Director – Green Seed UK swaring@greenseedgroup.co.uk France Pots & Co Bring British Elegance to French Stores The culinary arm of European integration has continued to flourish during the last year, exemplified by classy British desserts company Pots & Co’s seamless arrival on French super- and hypermarket shelves. Reception of these beautifully designed ‘Exceptional Puddings’, now in Carrefour stores, has been warm, with eager anticipation of listings in further supermarkets and much curiosity focused on their « so-British » origins. Indeed, with creator Julian Dyer having been dubbed a second Jamie Oliver, it seems that British charm has also played its role in winning the French press over. One could say that the Anglo-Franco love affair has come full circle in the case of Pots & Co when taking into account Dyer’s professional origins as a trainee chef in Bordeaux. It’s not just the enduring amity between our two countries that has provoked such positive reactions, but also the meticulous attention to detail in terms of ingredients and design which intrigues. Consumers have been encouraged by the press to see the ceramic pots as items to collect, while the brand’s commitment where possible to premium and preservative- and artificial colouring-free ingredient lists has also been noted. The use of Devon cream and Cornish sea salt – comforting, regional British exoticisms de luxe – invited praise from snacking.fr , keeping in with the French trend of liking to know where their food hails from. It is success stories such as these which encourage faith in British-European market relations after the Brexit vote, and we expect implantation of British products abroad to continue inspiring enthusiasm and confidence in business as they have in the past. (Sources : Trade Press – Linéaires, LSA & www.snacking.fr, 2016) Nordic UK Manufacturers Doing Well in Nordic Countries Strong brands at home in the UK are doing well in Nordic countries, performing the same abroad as they have done in the UK. Kettle Chips is the fastest growing brand of premium crisps in Denmark, Cafedirect is expanding its Fairtrade business and Tiger Tiger sauces are going into major distribution. Success is a result of focusing on what you are good at at home, and then adjusting to and transferring this capability into new markets. These achievements are the result of 2-3 years’ preparation Jakob True Green Seed Nordic Managing Director UK UK Food To-Go Market Booming The UK food to go market is booming and growth looks set to continue. It accounts for some 25% of total eating out spend and is the fastest growing part of the market. IFE will showcase dozens of suppliers capitalising on this trend. According to retail analysts IGD the food to go market was forecast to be worth £16.1 bn for the full 2016 year – an increase of 6.8% on the previous period. Growth is coming from specialist food to go specialists like Pod, with increasingly health-driven menu propositions, but also coffee specialists with wider lunchtime options, evening food and seasonal ranges, and convenience retailers with dedicated food to go counters and changing food offers for different times of day. Supermarkets are trialing new ideas alongside the traditional sandwich and snack menu, and quick service retailers increasingly offering salad and other healthy options. Spain The Snacks Market in Spain The snacks market in Spain is experiencing accelerated growth as compared to other food categories on the back of several factors: innovation in new seasonings, new products for new types consumption and new brands and operators coming into play. The total market including snacks and nuts has achieved in 2016 a record size of 300.000 tones with a total value of €2,000 million growing 3% in volume and 1.5% in value. If we focus on the snacks category (125.000 tonnes and €850 million of sales in all channels), a significant growth can be seen in premium presentation of crisps with new seasonings, crisps with healthy attributes, corn based products for dipping and tubes of crisps. The balance of branded products versus Private Label remains stable with a 51 vs. 49 % ratio in the modern trade channel, which accounts for 73% of total sales in volume and 68% in value, with the balance being sold in the strong food service and traditional channels. The key levers in the developments of this snacks category are: 1. New types of consumption driving extraordinary growth of corn based nacho/tortillas and preformed chips for dipping a. The Nielsen panel has just issued a report showing the importance of dipping as a vector in socialisation of consumption normally in the afternoons/evenings b. The so called “aperitif” moment is driving growth specifically in artisanal style crisps 2. The dichotomy of the pleasure versus health driving developments to their extremes: a. Innovative products based in “pleasure” factor developing new seasonings, BBQ style, cheese based, etc. and packaging as for example crisps in tubes which are growing particularly at a rate of 20%+ according to IRI agency data b. Innovation based in the “healthy” factor using natural ingredients and fewer preservatives and artificial flavourings. In this sub-segment the “veg crisps” are arriving on the shelves with a significant growth rate 3. The operators are investing again in production and packaging facilities after some years of low levels of innovation. Local companies as APEX, Tosfrit or Grefusa are investing amounts circa the mark of €5 million according to a latest report issued by Alimarket magazine. Also worth noting the introduction of Japanese and South African companies with new snacking concepts based in peas, dried fruit and dried meat or fish. The Netherlands UK Company Symington’s Brings Innovation to the Dutch Instant Snacking Category After a successful start in Jumbo and Superunie member Deen, number one Dutch retailer Albert Heijn has started to work with UK company Symington’s. Since June 2016 the two brands Naked Noodle and Mugshot are available at Albert Heijn in a nationwide distribution. Mugshot is a convenient, tasty and healthy snack for busy and on the go snackers who are still health conscious. Naked Noodle offers different authentic pan-Asian noodle recipes aimed at “foodie” instant snackers and is available at Albert Heijn in three egg noodle and two rice noodles variants. Since the listing both brands have contributed to strong innovation of the category and have been adding substantial value to the instant snack category in Albert Heijn. Symington’s is an excellent example of the potential that innovative UK brands can have in the Dutch market. Italy Italian Consumers in Search of Premium Products, Despite the Crisis In Italy, as in the rest of the world, consumers are increasingly looking for products that can attract them both rationally and emotionally. Despite the recent period of economic crisis with 44% of Italians today declaring that they do not consider their economic position any better than five years ago, premium products are nevertheless showing strong growth (i.e. all products with a price 20% higher than the market average). In fact, data shows that the growth of these products is stronger than that recorded in most of the market FMCG (fast moving consumer goods) categories to collectively generate an increase in value of 15.6% over the last year. It is also interesting to note that this phenomenon is often related not so much to leading brands but to niche ones, that increasingly over the past years have adopted winning differentiation strategies with respect to the rest of the market. These brands have understood that in Italy it is not simply a matter of price; indeed, only 15% of consumers define a product as a premium due to its cost. This scenario is what emerges from the Nielsen Global Premiumization Survey where 30,000 internet users were interviewed in 63 countries, including Italy, to analyze the behaviors and habits of consumers specifically in relation to ‘premium’ products. What are then for Italians the peculiarities that identify this type of products? In line with other European countries, the quality of ingredients and materials with which they are made is the first requirement for the 45% of consumers. This is followed by the offer of functions / higher performance than other products, the ability to do more things than the rest of the market, but also the offer of a superior customer experience (respectively 39%, 34% and 30%). In line with the trend of recent years, the research also shows how the attributes of “green” products are translated into a strong premium potential. Italians in fact claim to be willing to pay a higher price for environmentally friendly products (20%) and even more for those composed of natural and organic ingredients (22%). It is therefore not surprising that the consumers surveyed indicated fresh produce as the categories in which they are willing to spend more: 31% for meat or fish, 26% for dairy products (milk, yogurt or cheese) and 23% for bread and bakery specialties. 17% were also willing to spend more for rice and cereals, compared with 9% in France and 8% in Germany. It is important to remember that there are many different methods to entice consumers to try new premium products. While in fact, Italians personally do research before deciding to buy a premium product (33% of them), 25% make purchases based on word of mouth from friends and family. However, for companies brand image remains essential in order to convey their brand message and emotionally engage the consumer as emotional impulse buys still account for 22% of premium purchases by consumers. GERMANY Innovation from the UK The British food and drink industry has a long and celebrated history in the field of innovation. This was helped by the ground-breaking trends of leading food retailers such as Marks & Spencer, Waitrose, Sainsbury’s and Tesco who recognised earlier than most of their competitors in Continental Europe that the way forward to develop successfully and profitably was to create a valuable brand around the company name, develop private label (building the brand and not just to concentrating on price) and focus on innovation to differentiate from competition. There are many examples of product categories / brands from the UK where this home-based innovation was proved to be transferable to a strong, price-led market such as Germany. It starts with the whisk(e)y category where malt whisky has developed strongly over the last 20 years. And more recently, Kettle Chips have shown there is strong growth potential for a more discerning target-market in the premium potato chip market. Similarly, in the biscuit segment, Walkers has established itself firmly through a consequent skimming strategy, just concentrating on top quality distribution channels. Since last year, the UK No. 4 chocolate manufacturer Kinnerton has selected also just a targeted number of outlets for its Magnum chocolate range using the license from the Unilever ice cream brand. British suppliers / retailers are renowned for their skill and expertise in chilled food and in general for short shelf-life products with extremely high taste expectations. A good example of this is GÜ chilled desserts which over the last 5 years have been well received by the German trade and consumers. A visit to IFE near London City Airport on March 19 – 22, 2017 is a good way for food / drink buyers to see what future trends are and to link this with store visits to see in which direction the market is going. Belgium Jordans Cereals Lead the Belgian Wholesome Category When Jordans first entered the Belgian market, the breakfast category was still dominated by the traditional jam and spread products. Cereals were still very much in their infancy and centered around the standard flake and children’s offering. Mueslis and granolas, on the other hand, were mainly to be found in specialized health stores. The British cereal manufacturer quickly established itself as the leader in the development of the wholesome cereal category in mainstream retail. With consumers looking for more authenticity and natural ingredients, Jordans was able to respond to fast evolving needs by offering a high quality natural product range which would soon take prominent place on shelves and be recognized as a category destination. Highly recognizable from the start in its bag format and strengthened by a very loyal consumer base, the Jordans brand evolved further with its innovation of the crunchy muesli category. Next to its core Original Crunchy and Country Crisp ranges, Jordans has since then successfully launched its Super Berry Granola and Jordans bar products, answering the need for even more wholesomeness. The wholesome category is clearly growing and supported by a number of macro trends, which will continue to drive its development over the forthcoming years. Health, transparency, simplicity are all but a few of those trends but they cannot come at any price. Brands indeed have to understand that consumers are not prepared to compromise on taste, a fact that Jordans has fully embraced. North America 2017 Outlook: US Import Opportunities Improve The 2016 Presidential election saw a period of uncertainty for many importers into the United States; with both candidates promising sweeping international trade policy reform. With major financial market volatility, business planning and capital commitments for international business expansion became even more challenging. While at this point, it’s still too soon to foresee the total impact of the political change; it’s predicted that conditions for importers from certain trade zones notably the UK and Europe will improve. For example, the UK and the US, with their newly elected leaderships and shared post-Brexit values, will continue to bolster and support each other’s international economic growth. For UK food manufacturergerms, this foreshadows a great opportunity to expand their businesses overseas to the US. Another near-term factor is the impact of currency exchange rates on UK and US trade. The current decline in the Sterling against the US Dollar is good news for UK importers into the US. This is an opportunity particularly for UK food companies to increase their US marketing programs or even establish a US entity to fully reap the benefits of the improved conditions. Also, UK business could see an increased opportunity to be acquired by a US entity. For more information on this and on expanding your business footprint to the US, please contact Green Seed Group North America at david.wilson@greenseedgroup.com

Jordans Cereals Lead the Belgian Wholesome Category

When Jordans first entered the Belgian market, the breakfast category was still dominated by the traditional jam and spread products. Cereals were still very much in their infancy and centered around the standard flake and children’s offering. Mueslis and granolas, on the other hand, were mainly to be found in specialized health stores. The British cereal manufacturer quickly established itself as the leader in the development of the wholesome cereal category in mainstream retail. With consumers looking for more authenticity and natural ingredients, Jordans was able to respond to fast evolving needs by offering a high quality natural product range which would soon take prominent place on shelves and be recognized as a category destination. Highly recognizable from the start in its bag format and strengthened by a very loyal consumer base, the Jordans brand evolved further with its innovation of the crunchy muesli category. Next to its core Original Crunchy and Country Crisp ranges, Jordans has since then successfully launched its Super Berry Granola and Jordans bar products, answering the need for even more wholesomeness. The wholesome category is clearly growing and supported by a number of macro trends, which will continue to drive its development over the forthcoming years. Health, transparency, simplicity are all but a few of those trends but they cannot come at any price. Brands indeed have to understand that consumers are not prepared to compromise on taste, a fact that Jordans has fully embraced.

Italian Consumers in Search of Premium Products, Despite the Crisis

In Italy, as in the rest of the world, consumers are increasingly looking for products that can attract them both rationally and emotionally. Despite the recent period of economic crisis with 44% of Italians today declaring that they do not consider their economic position any better than five years ago, premium products are nevertheless showing strong growth (i.e. all products with a price 20% higher than the market average). In fact, data shows that the growth of these products is stronger than that recorded in most of the market FMCG (fast moving consumer goods) categories to collectively generate an increase in value of 15.6% over the last year. It is also interesting to note that this phenomenon is often related not so much to leading brands but to niche ones, that increasingly over the past years have adopted winning differentiation strategies with respect to the rest of the market. These brands have understood that in Italy it is not simply a matter of price; indeed, only 15% of consumers define a product as a premium due to its cost. This scenario is what emerges from the Nielsen Global Premiumization Survey where 30,000 internet users were interviewed in 63 countries, including Italy, to analyze the behaviors and habits of consumers specifically in relation to ‘premium’ products. What are then for Italians the peculiarities that identify this type of products? In line with other European countries, the quality of ingredients and materials with which they are made is the first requirement for the 45% of consumers. This is followed by the offer of functions / higher performance than other products, the ability to do more things than the rest of the market, but also the offer of a superior customer experience (respectively 39%, 34% and 30%). In line with the trend of recent years, the research also shows how the attributes of “green” products are translated into a strong premium potential. Italians in fact claim to be willing to pay a higher price for environmentally friendly products (20%) and even more for those composed of natural and organic ingredients (22%). It is therefore not surprising that the consumers surveyed indicated fresh produce as the categories in which they are willing to spend more: 31% for meat or fish, 26% for dairy products (milk, yogurt or cheese) and 23% for bread and bakery specialties. 17% were also willing to spend more for rice and cereals, compared with 9% in France and 8% in Germany. It is important to remember that there are many different methods to entice consumers to try new premium products. While in fact, Italians personally do research before deciding to buy a premium product (33% of them), 25% make purchases based on word of mouth from friends and family. However, for companies brand image remains essential in order to convey their brand message and emotionally engage the consumer as emotional impulse buys still account for 22% of premium purchases by consumers.

The Snacks Market in Spain

The snacks market in Spain is experiencing accelerated growth as compared to other food categories on the back of several factors: innovation in new seasonings, new products for new types consumption and new brands and operators coming into play. The total market including snacks and nuts has achieved in 2016 a record size of 300.000 tones with a total value of €2,000 million growing 3% in volume and 1.5% in value. If we focus on the snacks category (125.000 tonnes and €850 million of sales in all channels), a significant growth can be seen in premium presentation of crisps with new seasonings, crisps with healthy attributes, corn based products for dipping and tubes of crisps. The balance of branded products versus Private Label remains stable with a 51 vs. 49 % ratio in the modern trade channel, which accounts for 73% of total sales in volume and 68% in value, with the balance being sold in the strong food service and traditional channels. The key levers in the developments of this snacks category are: 1. New types of consumption driving extraordinary growth of corn based nacho/tortillas and preformed chips for dipping a. The Nielsen panel has just issued a report showing the importance of dipping as a vector in socialisation of consumption normally in the afternoons/evenings   b. The so called “aperitif” moment is driving growth specifically in artisanal style crisps 2. The dichotomy of the pleasure versus health driving developments to their extremes: a. Innovative products based in “pleasure” factor developing new seasonings, BBQ style, cheese based, etc. and packaging as for example crisps in tubes which are growing particularly at a rate of 20%+ according to IRI agency data   b. Innovation based in the “healthy” factor using natural ingredients and fewer preservatives and artificial flavourings. In this sub-segment the “veg crisps” are arriving on the shelves with a significant growth rate 3. The operators are investing again in production and packaging facilities after some years of low levels of innovation. Local companies as APEX, Tosfrit or Grefusa are investing amounts circa the mark of €5 million according to a latest report issued by Alimarket magazine. Also worth noting the introduction of Japanese and South African companies with new snacking concepts based in peas, dried fruit and dried meat or fish.  

UK Food To-Go Market Booming

The UK food to go market is booming and growth looks set to continue. It accounts for some 25% of total eating out spend and is the fastest growing part of the market. IFE will showcase dozens of suppliers capitalising on this trend. According to retail analysts IGD the food to go market was worth over £16 bn in 2016 – an increase of 6.8% on the previous period. Growth is coming from specialist food to go specialists like Pod, with increasingly health-driven menu propositions, but also coffee specialists with wider lunchtime options, evening food and seasonal ranges, and convenience retailers with dedicated food to go counters and changing food offers for different times of day. Supermarkets are trialing new ideas alongside the traditional sandwich and snack menu, and quick service retailers increasingly offering salad and other healthy options. Food to go is forecast to be the fastest growing segment of the food market in the UK in the coming 5 years – suppliers need to find routes to market to ensure they capitalise on the opportunities of this channel.

UK Manufacturers Doing Well in Nordic Countries

Strong brands at home in the UK are doing well in Nordic countries, performing the same abroad as they have done in the UK. Kettle Chips is the fastest growing brand of premium crisps in Denmark, Cafedirect is expanding its Fairtrade business and Tiger Tiger sauces are going into major distribution. Success is a result of focusing on what you are good at at home, and then adjusting to and transferring this capability into new markets. These achievements are the result of 2-3 years’ preparation Jakob True Green Seed Nordic Managing Director

Pots & Co Bring British Elegance to French Stores

The culinary arm of European integration has continued to flourish during the last year, exemplified by classy British desserts company Pots & Co’s seamless arrival on French super- and hypermarket shelves. Reception of these beautifully designed ‘Exceptional Puddings’, now in Carrefour stores, has been warm, with eager anticipation of listings in further supermarkets and much curiosity focused on their « so-British » origins. Indeed, with creator Julian Dyer having been dubbed a second Jamie Oliver, it seems that British charm has also played its role in winning the French press over. One could say that the Anglo-Franco love affair has come full circle in the case of Pots & Co when taking into account Dyer’s professional origins as a trainee chef in Bordeaux. It’s not just the enduring amity between our two countries that has provoked such positive reactions, but also the meticulous attention to detail in terms of ingredients and design which intrigues. Consumers have been encouraged by the press to see the ceramic pots as items to collect, while the brand’s commitment where possible to premium and preservative- and artificial colouring-free ingredient lists has also been noted. The use of Devon cream and Cornish sea salt – comforting, regional British exoticisms de luxe – invited praise from snacking.fr , keeping in with the French trend of liking to know where their food hails from. It is success stories such as these which encourage faith in British-European market relations after the Brexit vote, and we expect implantation of British products abroad to continue inspiring enthusiasm and confidence in business as they have in the past. (Sources : Trade Press – Linéaires, LSA & www.snacking.fr, 2016)

Innovation from the UK

The British food and drink industry has a long and celebrated history in the field of innovation. This was helped by the ground-breaking trends of leading food retailers such as Marks & Spencer, Waitrose, Sainsbury’s and Tesco who recognised earlier than most of their competitors in Continental Europe that the way forward to develop successfully and profitably was to create a valuable brand around the company name, develop private label (building the brand and not just to concentrating on price) and focus on innovation to differentiate from competition. There are many examples of product categories / brands from the UK where this home-based innovation was proved to be transferable to a strong, price-led market such as Germany. It starts with the whisk(e)y category where malt whisky has developed strongly over the last 20 years. And more recently, Kettle Chips have shown there is strong growth potential for a more discerning target-market in the premium potato chip market. Similarly, in the biscuit segment, Walkers has established itself firmly through a consequent skimming strategy, just concentrating on top quality distribution channels. Since last year, the UK No. 4 chocolate manufacturer Kinnerton has selected also just a targeted number of outlets for its Magnum chocolate range using the license from the Unilever ice cream brand. British suppliers / retailers are renowned for their skill and expertise in chilled food and in general for short shelf-life products with extremely high taste expectations. A good example of this is GÜ chilled desserts which over the last 5 years have been well received by the German trade and consumers. A visit to IFE near London City Airport on March 19 – 22, 2017 is a good way for food / drink buyers to see what future trends are and to link this with store visits to see in which direction the market is going.

Sostenibilita’: una diretta influenza sui consumatori italiani

Lo scorso anno le vendite di prodotti da parte di brands etici o socialmente sostenibili sono cresciuti nel mondo di oltre il 4% a fronte di consumi complessivi in crescita di appena l’1%. L’Italia ,in linea con la media europea, presenta un 52% di consumatori disposti a pagare prezzi piu’ elevati per prodotti che offrono un benessere collettivo ( prodotti sostenibili o etici). Questo trend e’ in costante crescita anno su anno ( era il 32% nel 2013) In Italia, sono in aumento i consumatori che chiedono prodotti “buoni”: buoni sia per chi li consuma che per la comunita’ di riferimento e l’ambiente. Questo trend molto positivo rappresenta una eccellente opportunita’ per l’industria del food, sia in termini di maggiori vendite ma anche di crescita sostenibile.

I prodotti vegetali crescono a doppia cifra in Italia ( 2015 + 27%)

Un recente studio della Nielsen mette in evidenza che, nel 2015, 8,5 mio di famiglie italiane hanno acquistato almeno un prodotto vegetale sostitutivo della carne o del latte. L’analisi dei dati retail ha inoltre evidenziato una crescita del settore del 27% su base annua. Il trend e’ trainato non solo da consumatori a dieta o attenti alla salute o legati ad un consumo ideologico, ma anche da una larga parte di coloro che ricercano il benessere personale attraverso una dieta bilanciata.

CARREFOUR CORTEGGIA I ‘FOOD LOVER’ CON IL NUOVO FORMAT MARKET GOURMET

Carrefour Italia corteggia sempre più il target dei ‘food lover’ con l’apertura del nuovo Market Gourmet di viale Bezzi a Milano. Il punto vendita totalmente rinnovato si estende su una superficie di 3.200 metri quadrati, suddivisa in due piani, con una varietà di prodotti di oltre 20.000 referenze. Il format, lanciato circa un anno e mezzo fa (ad oggi i Market sono 6 a Milano e 17 in tutta Italia), rinuncia all’impostazione classica della GDO invitando il cliente a seguire un percorso basato su ‘mondi concettuali’ accomunati dall’alta qualità: il Market Gourmet, infatti, punta su prodotti di eccellenza italiani e internazionali (come il corner dedicato alla cucina asiatica), oltre che su un’ampia gastronomia ittica e una cantina vini estremamente ricca (con angolo degustazione e un’area Champagne Experience)

Gli Italiani fra i piu’ aperti alle innovazioni in Europa ( 57% vs 44% EU)

L’innovazione e’ importante, si sa. Questo perche’ garantisce crescita,profittabilita’ e successo. Come pero’ innovare efficacemente in tempi di grande competitivita’ e con gli scaffali pieni di nuovi prodotti? Per rispondere a queste domande, Nielsen ha recentemente condotto uno studio chiamato Global New Product Innovation per analizzare abitudini e desideri che muovono I consumatori di 60 Paesi nel mondo nell’acquisto di nuovi prodotti. Per l’Italia i risultati sono molto positive in quanto i consumatori si sono mostrati molto aperti all’innovazione con un 57% di persone che hanno dichiarato di aver acquistato un nuovo prodotto durante l’ultimo acquisto in un supermercato. Questo dato e’ significamente piu’ elevato sia della media Europea ( 44%) che di quanto mostrato in Germania (41%) e Francia (36%) e UK (29%). Quindi, quali prodotti cercano i consumatori Italiani? Nonostante i prodotti economici (38%) restano al primo posto, immediatamente dopo vengono I prodotti per rendere migliore la vita delle persone e l’ambiente: prodotti salutistici (34%), Prodotti fatti con ingredienti naturali (28%), Prodotti ecologici innovativi (28%), prodotti etici ( 15%), prodotti ad elevato contenuto di servizio (28%) …. In conclusione, 2 sono I fattori critici che sono nella mente dei consumatori italiani: Innovazione e prodotti eco compatibili

Vegetarian revolution in Denmark

Coop Denmark has announced it will start-up a new category aimed at vegetarians and vegans seeking a chilled alternative to meat: “We believe that today there is around 1 million ‘flexitarians’ in Denmark. It is those who are the new target, and they might very well be persuaded to once every 14 days to change the meat with non-meat#, “says category manager for Coop’s new vegan / vegetarian category.

MERCADONA in Portugal?

The Spanish retailer giant, leading in retail sector into the neighbouring country stated it will start to operate in Portugal from 2019. In order to accomplish the project, it created a local company and started the recruitment process. It is somewhat surprising and unexpected move from Mercadona. The market in Portugal has been dominated by SONAE (Continente) and Jerónimo Martins (Pingo Doce supermarkets and Recheio C&C) which together represent more than 55% market share. Up to now the International multiples that have been approaching the market have not been able to defy the local ones. Carrefour and Plus exited the market, Albert Heijn has never been able to make good use of its shareholding agreement in Pingo Doce and Makro, Auchan, Lidl, Intermarché or Aldi, are all there, none higher than 10% market share. The strengths of MERCADONA in Spain, in particular its logistics and supplier network can be leveraged by an extended Portuguese operation, but it will not be easy to achieve relevant positions in such a crowed and mature market.

Natural, Organic and Free-from Products in the mainstream

The Natural and Organic Product Exhibition 2016 was a sell-out. It has undergone a transformation in recent years – just like the sector it serves, as natural and organic products have moved out of the shadows and into the limelight. No longer just the preserve of health food shops, they are now among the most innovative products hitting the shelves of the big supermarket chains as they cater for an ever increasing shopper base looking for safe, healthy, unadulterated food with as few ingredients as possible. Free-from (gluten, lactose etc) continues to grow strongly at well above 10% per year. ‘Natural’ product launches are one of the key themes in NPD today and organic food is making a strong revival after a few years of decline during the recession. If your product range sits in this area the UK market could be well worth a closer look.

The World’s best coffee – now available in Nespresso compatible format

Hayman Coffee has appointed Green Seed UK to introduce its range of ultra premium coffees to discerning UK customers. Hayman has a unique offer: it sources the world’s finest coffees – Jamaica Blue Mountain, Panama Geisha and Hawaii Kona in its initial range – and supplies them freshly roasted in Nespresso machine compatible pods. Green Seed UK has begun to introduce the brand to high end stores and hotels.

Act now to end food waste!

Snact is a new sustainable food brand like no other. A delicious and healthy ‘fruit jerky’ (dehydrated fruit) snack made from surplus produce to tackle food waste. Every product sold helps cut the enormous mountain of food wasted each year. Green Seed UK is now working with Snact’s founders on route to market strategy and sales in the UK and also building the brand with a PR support programme.

FDF Awards

Green Seed UK’s MD Simon Waring has been asked to be one of the judges for the UK Food and Drink Federation Exporter of the Year Award 2016. The Awards are the industry benchmark of excellence for innovation, competitiveness and talent. They will recognise achievement and ambition for companies large and small entering new markets, creating targeted products or growing sales in established markets.

Selling top quality UK meat in Portugal

From July 2016, an agreement intermediated by GSP made it possible for the UK Direct Meats to sell their products in Portugal. Direct Meats is the leading UK supllier of beef from UK native breeds such as Hereford and Aberdeen Angus that matured for a minimum of 28 days on the bone. It is owned by the breed farmers assuring no compromise to the quality and a full control of the maturation process. SEL is a leading processor and distributor of top quality “black hog” processed pork products and according to Mr. Arvana the owner, the addition of excellence beef cuts is a perfect match to the company’s profile and product range offering. Direct Meats is also studying a similar move in the UK by offering SEL products to their catering clients.

HEALTHY FOOD DEVELOPMENTS IN SPAIN

The nowadays consumer increasingly seeks to find pleasure in food. Therefore it gives priority to healthy and pleasurable products, which cover certain dietetic needs or provoke specific sensations linked to taste, texture and pleasure without compromising enjoyment. Heathy food which tastes great: “Food to feel good about”, is what the consumer seeks. Food enjoyment without guilt is the claim of the new brands that are trying to conquer two new types of consumer groups: 1) the hedonist consumer. This consumer looks for food, which will not necessarily satisfy its hunger -a need- but instead calm its appetite -a desire- that will unleash a unique experience. And 2) the conscious consumer. Aware both of his health and of the sustainability of his environment. This consumer cares about what he eats in his diet and the impact he produces in his environment. But without compromising taste and enjoyment/pleasure. They claim for a balanced lifestyle. Beatriz Pérez, from the department of New Products of AINIA, the Spanish leading technology centre for food development, points out that the food industry seeks to find new technologic options to compensate the sensory impairments from certain products. This industry is also constantly working in the combination of textures that will make the food more pleasant. Moreover, according to Perez, nowadays consumers are more aware that the consequences of a healthy diet directly affect to their wellbeing and to the appearance of illnesses. Therefore, the consumer looks for products that contain natural or functional ingredients, which are “healthier and have a hedonic component”. Biscuits containing natural antioxidants coming from grapes, natural sweeteners from fruit extracts or chocolate manufactured out of fruit pellets and natural aromas are some of the innovative concepts presented in the workshop organised by AINIA “New uses of natural ingredients in the food industry: hedonism and health”. The consumer panel made by Consumolab last summer points out that 97,3% of the surveyed people consider taste as one of the decisive elements to have in mind at the time of choosing the food they consume. In fact, according to those sources, only nine percent of the food consumed doesn’t entail a pleasure or convenience connotation. It isn’t even related to the way in how we feel when we eat it. The concepts “food hedonism” and “health” are progressively being linked. Consumers have a bigger preference for products that are labelled as “…free from…” or “…reduced on..” on salt, gluten, fat, lactose or sugar. Between these consumers trends we can also find concepts such as “Indulgence and Health” that have led to the development of new ingredients that offer healthier alternatives at the same time as they work as an excuse to indulge a whim. According to AINIA we can find some of these examples in functional candies; sweets with vitamin C; chocolate with fat-free cocoa, which are purer and are rich in calcium, and the appearance of flavoured waters. Furthermore, the interest on natural things and in “going back to basics” has led to a preference for “flexitarian” or “part time vegetarian” diets, due to the discovery of new sources of protein such as seaweeds, funghi, peas and soybeans. A pragmatic example of these tendencies for the Industry has just taken place in the big Food Fair of Alimentaria in Barcelona at the end of april, where for the first time in its 40 years of celebration, a special section of the pabillions was dedicated to “Healthy Food”. In this special area the 150.000 visitors have been able to get in contact with the above mentioned concepts and tendencies deployed in more than 200 stands where innovative companies have show tested their new products and ingredients. As to the availability for shopping these kind of products, we are observing the impressively quick development of Healthy Food Chains such as Herbolario Navarro, Natura Si, Super Sano, etc. with more than 100 shops spread across the main cities. Not to forget about the reorganization of the big retailers main stores to accommodate new aisles with these offerings.

Wine from Spain-Impact of Brexit

Even though a 15% more british tourists have arrived to the Spanish coasts this month of july ’16, the wine industry in Spain through its Industry body The Federación Española del Vino (FEV) fears that BREXIT will have a negative impact in its developments. The FEV has said that it considers the decision of the UK to leave the EU to be “bad news” for the Spanish wine sector. As reported on GranConsumo.tv, a spokesperson from the organisation, which gathers people from the different areas of the Spanish wine industry, feels that the Brexit “will have repercussions in the medium and long term for the Spanish market”, which has historically seen the UK as one of its biggest customers. Actually number 2 after Germany. In 2015, Spanish wine exports to the UK reached €356.1 million, placing the country as the second destination for Spanish wines, surpassed only by Germany. The first negative effects, due to the fall of sterling, will likely “have direct consequences on our sector, such as the increase on the price of our wines in that market”, expressed the organisation.

DIA- The number 2 retailer in Spain

The Spanish “soft discounter” DIA has just (according to KANTAR -july 2016-) reached number 2 position in the retail trade in Spain overpassing Carrefour. On top of increased sales coming from new stores format, DIA has bought 150 stores previously owned by EROSKI and some 400 stores coming from the acquisition of the regional retailer EL ARBOL. DIA has achieved a turnover of over 4.000 million euros in the first semester ‘16 and is trading in the Madrid stock exchange market at a stock price of 5,55 eur per share coming from around 7,50 eur per share (max score in a 5 year period in may 2015).

BEER COMSUMPTION IN SPAIN-back to growth

The beer category delivers a healthy growth of 4% in 2015 versus previous year achieving 88 liters per head comsumption. That trend continues in 2016 and is based in three main factors: The growth in out of home comsumption due to the increased intake of both nationals and more tourists accessing the Spanish 260.000 bars, the accelerated innovation of artisanal beers and the push of new imported brands. The national company Mahou-San Miguel is clearly the leader in branded beers, followed by Heineken ,the dutch group and Damm, also a national Company in number 3 position. The private labels hold a 37 % market share in the modern retail trade.

Food industry in Flanders on the rise

Fevia Flanders, the Federation of the Flemish Food industry, published its latest results. The Food industry is one of the key economic pillars in Northern Belgium (Flanders region). Driven by small and medium sized companies, innovation is high on the agenda. Compared to its neighbouring countries, Flanders scores higher in successful product and process innovations. In 2014, the Flemish food and drink industry, which represents 85% of all Belgian sector exports, reached a record year with a €18.3 billion turnover. This equals to a 27.3% increase over 5 years. The biggest growth is seen in non-EU markets. Longer term, major opportunities are expected in China, India and Brazil.

Merger Delhaize & Albert Heijn: €500 million savings expected at supply level

Following the approval by the American FTC authority, the merger of Delhaize and Albert Heijn was formally signed in July and a new retailer was born. The fusion results in a company with more than 6,500 stores in Europe and the USA, where 375,000 staff see to over 50 million clients. Their top suppliers have already been invited to have an initial commercial discussion. The new company wants to save € 500 million in 3 years time through improved buying conditions. Special efforts are initially expected from the likes of Unilever, P&G or Danone. The pricing structure between both countries is currently different. The impact of various retail margin expectations , taxes and VAT levels as well as the price consciousness of the Dutch consumer are reflected in different RSP’s for the same products across both sides of the Dutch-Belgian border.

Calorie reduction

The healthy food trend continues. After fat and salt comes sugar on the radar. The Ministry of Health , Fevia (food and drink industry) and Comeos (retail) have signed an agreement to reduce the calorie intake with 5% by the end of 2017, by reduction of sugar and/or fat. This will come by reviewing the product composition if feasible. The approach will obviously differ by category and will be applicable for both branded as private label products. For soft drinks for example the target is to reduce the sugar content with 10% by 2020. Next to the product improvements, an awareness campaign towards the consumer will be developed. Also size and portions will be reviewed. The key motivation is the consumers’ interest.

Plant-based products: +27% nel 2015

A recent Nielsen study revealed that in 2015, 8.5 million Italian households bought at least one plant-based product. The survey analysed consumers’ buying habits in an industry that, last year, grew by 27%. The data contained showed that the market for plant-based products is not addressed only to consumers who follow a certain diet for ideological choices or for reasons of health, but that it also extends to cover those looking for a balanced diet suited to personal wellbeing.

Dansk Supermarket: Innovative mind-set behind expansion.

Dansk Supermarked is transforming under CEO Per Bang into a modern retail group, all while retaining strong links to the core values of its business. An innovative mind-set is behind its recent acquisition of wupti.com, which will prepare the company for a future in online grocery shopping. Another recent purchase by the retailer was that of online business Iposen.dk, which provides food products to the public sector. Both of these steps are part of Dansk Supermarked’s long-term plan for growth and market leadership.

Green Seed Germany helped create Switzerland’s No. 1 veggie brand

For over 20 years, various Green Seed offices have been closely involved with their leading client Quorn Foods, helping to develop and implement its international strategy in Continental Europe and North America. Our German office supported Quorn Foods not just in Germany but also since the mid-1990s in Switzerland. Here, the No. 1 food retailer Migros showed relatively early on interest in developing seriously a range of non-meat products for its customers. Under their own veggie brand Cornatur, a range of products focussing on Quorn, tofu, soya and vegetable products have been launched. Until last year, Green Seed Germany was closely involved in all stages of development and co-ordination including all aspects of Key Account Management. The Swiss market proved to be extremely open to a meat-free range, in particular after European issues of the late 1990s regarding BSE and foot and mouth disease. The Cornatur product range caters not only for pure vegetarians but also for modern target markets who simply want to reduce in general their meat consumption without completely excluding meat from their diet.    

Nielsen shows a positive trend in German Grocery

In 2014, German Grocery Retail turned over € 249.9 bn, an increase of 2.2%. Of that, Food also increased to € 186.3 bn compared with € 180.2 bn in 2013. Nielsen showed also that EDEKA in 2014 maintained its No. 1 position with a 2.5% increase in turnover to € 51.4 bn. This accounted for a market share of 20.6%, followed by REWE with 15.4% (€ 38.4 bn, + 2.4%). No. 3 was the Schwarz Group (Lidl and Kaufland) with € 34 bn turnover, an increase of 2.5%. The remainder of the Top 5 (Metro and Aldi Group) shared a small decline (Metro) and a smaller increase (Aldi only +0.8%). The Top 5 companies accounted in 2014 for 72.5%. The strongest growing grocery trade segment in 2014 was Organic. The two leaders Alnatura and Dennree each grew by over 15%. The No.3, organic wholesaler Weiling in Coesfeld, grew by 11.4%. dm and Rossmann drugstores also grew quite substantially (+9.6% and +7.5%). For 2015, no major changes are expected. Karstadt department stores will show a loss. The Top 5 will more than likely continue to grow significantly, smaller groups less so.