opportunities for NZ meat exports

How to delight
consumers and
customers
Opportunities for
New Zealand meat
exports
Dieter Adam
NZ Trade & Enterprise
18 MARCH 2015
The macro-economic trend is positive
Much more into China – and …
… less in the USA, for example
Consumer Trends are an ephemeral beast …
Consumer Trends: Migration to the Poles
“Fuelies”
Global
High Tech
Drudge/Chore Shop
Consumer Shopper
New and Improved
Ready-to-Eat
Fast Food
Fuel Food
Just Me
Low Price
Good For You
All Year
Intensive
“Foodies”
Local
High Touch
Leisure/Experience Shop
Citizen Shopper
Traditional
Natural/Unprocessed
Slow Food
Story Food
Friends/Family
Premium Price
Naughty but Nice
Seasonal
Extensive
5
© Prof David Hughes 2014
… but the connection between food & health is
getting stronger in many markets
6
7
Many reasons to eat less meat - Health
8
Environmental concerns – more …
9
… or less emotional
10
Animal welfare concerns
11
Competition from meat-free alternatives
12
A real threat – in what market segment?
13
Food safety and …
… and supply chain safety concerns
16
Buying food is a matter of trust
17
Trusted brands are a substitute for the
handshake
18
Desire beats price (sometimes)
$3.69*
$6.49
*=12.30 / litre
Just a reminder in light of the abundant expert advice to target the
(ultra) premium market …
… it ain’t that big, and everybody’s gunning for it!
Source: see https://www.ncbiotech.org/sites/default/files/pages/Three-Rights-White-Paper-Revised.pdf p.5
NZTE Voices from the market - China
• NZ exporters will need to modify offerings if they wish to
gain better margin in the market and push high value
products. The directions that are worth considering are
smaller portion packaging and solution based product
development
• If you eat less meat, make it a special occasion every time
you do. Eat the lean and tasty meat (lamb) from animals
raised in the most natural way in a country free of GMO
and many diseases and with the most sophisticated food
safety and traceability systems you can find. In China, taste
of red meat is important and Chinese prefers the taste of
fat in beef
NZTE Voices from the market - EU
• Sustainability and product origin is increasingly important to the
consumer. Health is also an important reason.
• Animal health and wellbeing are rather reasons for sourcing regional or organic products. 60% of the consumers state that they are
willing to pay more for regional products, 29 % prefer organic meat.
However, these levels are not quite reflected in the real sales in the
grocery stores
• The animal welfare component is definitely something that would
work in favour for NZ products. The picture of free range lambs is
associated with animal well-being.
• Sustainability is trickier. Many of the consumers find it hard to
believe that products shipped halfway around the world could be
just as, or even more sustainable as regional products
It’s hard to make your product fit for every market
23
Do you follow, or set market trends?
24
The way we look at and consume food changes
25
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• The trend to reduced meat consumption presents
an opportunity for NZ meat exports to position
their product as follows: If you eat less meat,
make it a special occasion every time you do.
• Eat lean meat / tasty meat (lamb) from animals
raised in the most natural way in a country free of
GMO and many diseases and with the most
sophisticated food safety and traceability systems
you can find!
Are we losing the chance to dominate the category?
28