National Food Brand

NATIONAL FOOD BRAND
INTERNATIONAL RESEARCH
RESULTS
MAY 2014
TODAY’S AGENDA
1
Background and research design
2
Context – recap of previous research
3
Key findings
4
Growth opportunities
5
How do we operationalise it?
6
Summary
2
1
BACKGROUND
NATIONAL FOOD BRAND RESEARCH PROGRAM
1. DESKTOP
RESEARCH
2. AUSTRALIAN
STAKEHOLDERS
3. INTERNATIONAL 4. INTERNATIONAL
QUALITATIVE
QUANTITATIVE
Identify and
summarise relevant
completed or ongoing
research by:
Interviews with
Australian industry
and government
stakeholders
Interviews with trade
influencers e.g
buyers, wholesalers,
importers, hospitality
decision makers,
bloggers
•
industry
•
industry
associations
•
RDCs
•
Department of
Agriculture
•
States and
Territories
4
Online research with
consumers
THIS PHASE
INTERNATIONAL
MARKET TRADE
INTERVIEWS
(FACE TO FACE)
INTERNATIONAL
MARKET CONSUMER
SURVEYS
(ONLINE)
N = 24
N = 6000
CHINA
5
INDONESIA
INDIA
JAPAN
UAE
USA
2
CONTEXT:
RECAP OF
PREVIOUS
RESEARCH
GLOBAL BRAND AND MARKETING TRENDS IN FOOD IN 2013
7
PROVENANCE
ARTISANAL FOODS
FOOD MADE FROM SCRATCH
IN-HOUSE AND HOMEMADE
SUSTAINABILITY
HEALTH AND WELLNESS
FOOD AND EXPERIENCE
PREMIUM ALCOHOLIC DRINKS
AUSTRALIAN STAKEHOLDER CONSULTATIONS
Broad support for the concept of a national food brand
Australia‟s people and natural assets are seen as a strong platform
Overlap between „safe‟, „clean‟ and „green‟
-- „sustainable‟ and „green‟ mean different things to different people
Core attributes are important but not very differentiating
• Diversity
• Innovation?
-- Innovation may be a stretch given current national perceptions
8
3
KEY FINDINGS
FOOD INFLUENCERS’ KEY TRENDS ARE DRIVEN STRONGLY BY MARKET
MATURITY: UNDERLYING THEMES ARE OFTEN SIMILAR BUT EXPRESSION IS
DIFFERENT
Market maturity
Emerging
Mature
Eat healthy
Organic
Convenience
Sustainable
Provenance as safety
Quality measured as look
and taste
Value
Quality measured as
ingredients/processes
Eating out
New cuisines
Variety
10
Provenance as
authenticity and
discernment
THE FRAMEWORK FOR CONSIDERATION
11
Know-how
Credentials and expertise, gives a
brand right to play in the category.
Momentum
Brand vitality, continual evolution
and innovation to keep consumers
engaged.
Differentiation
Recognisable and defendable
difference that‟s relevant to
consumer needs.
Emotion
Brand meaning and purpose,
beyond the tangible.
Symbolism
Language of emotion,
communicating with the intuitive
brain.
Nexus
Emotive linkage, connecting every
layer of the brand‟s image.
Alignment
Consistent message and emotion
across all brand touch points.
Unity
Cohesive brand architecture
uniting the brand family.
KEY FINDINGS: OVERVIEW
The research has highlighted significant growth opportunities
in terms of both markets and categories
We are well regarded but not well differentiated
Significant benefits of speaking with one voice
The only credible and consistent positioning that works is to
use what people already know about Australia
12
AUSTRALIA LACKS DIFFERENTIATION IN THE FOOD LANDSCAPE – BUT SO DO
MOST NATIONS. ONLY FRANCE, GERMANY AND JAPAN REALLY STAND OUT
13
POTENTIAL POINTS OF DIFFERENTIATION ARE DIFFERENT IN EACH MARKET
WE ARE NEITHER DIFFERENTIATED NOR ALIGNED
14
ALTHOUGH AUSTRALIA IS WELL ASSOCIATED WITH THE CORE VALUES,
OTHERS ARE AS STRONG OR STRONGER
Know-how
New
Zealand
It has the right climate to grow a range of great food
This country produces food in a clean or unpolluted
environment
Farmers and food producers in this country use research
and innovation to improve quality
It produces food that looks good
It produces food that tastes good
The processes used to produce food from this place make
it safe to eat
I can trust food from this country to be free of
contaminants or harmful ingredients
If I see products that include ingredients from this place I
am more likely to buy them
Produces food in an environmentally responsible way
Food from this country contains only natural ingredients
Food from this country contains only the highest quality
ingredients
Food from this country is good value for money
15
Canada
South
Africa
USA
France
Italy
Spain
Australia
China
India
Indonesia
Japan
AUSTRALIA LACKS DIFFERENTIATION IN THE FOOD LANDSCAPE – BUT SO DO
MOST NATIONS. ONLY FRANCE, GERMANY AND JAPAN REALLY STAND OUT
16
HOW WELL ARE WE ASSOCIATED WITH THE CATEGORIES?
AUSTRALIA IS THE LEADER FOR BOTH BEEF AND LAMB AND ALSO
STRONG FOR OTHER MEATS. INFLUENCER COMMENTS INDICATE THAT THIS IS A MEASURE
OF BOTH QUALITY AND CONSISTENT COMMUNICATION
OVERALL
COUNTRIES RATING - TOP 4 BOX
Know-how
“MLA is strong here and we hear a lot from them. So that is all
most people know. At things like the Gulfood Festival I am
always pleading that we see a broader range” UAE stakeholder)
BEEF
LAMB & MUTTON
USA
40
Australia
Australia
40
New Zealand
29
Japan
24
New Zealand
18
Indonesia
OTHER MEATS
45
39
33
India
28
USA
20
China
38
USA
31
Australia
28
Japan
India
22
New Zealand
21
21
China
15
Japan
15
China
Canada
14
Canada
14
Canada
India
14
France
12
France
12
UAE
12
Indonesia
12
Brazil/Indonesia
11
Brazil
11
Brazil
France/Argentina
11
9
15
Base: Beef (n=1184), Lamb & mutton (n=888), Other meats (n=1067)
CM3d Using the scale shown [0 to 10], when you take into account everything you look for in <category>, how do you rate the <category> from each country below? [Top 4 box = ratings 7 out of 10 or
above]
17
TOWARDS A NATIONAL FOOD BRAND | 17
HOW WELL ARE WE ASSOCIATED WITH THE CATEGORIES?
AUSTRALIA IS STRONG FOR DAIRY – BUT OUTPERFORMED BY USA, NEW
ZEALAND AND EUROPE
OVERALL
COUNTRIES RATING - TOP 4 BOX
Know-how
35
USA
32
New Zealand
30
Australia
26
Japan
19
India
USA
40
USA
France
40
New Zealand
32
Australia
32
New Zealand
32
Japan
Australia
31
France
15
Scandinavia
Indonesia
15
Japan
13
36
Italy
Canada
Scandinavia
OTHER DAIRY
PRODUCTS
CHEESE
MILK
27
21
19
18
Scandinavia
UAE
11
Spain
16
21
19
Italy
India
23
Canada
19
11
27
India
Canada
France
43
Indonesia
17
14
Base: Milk (n=1530), Cheese (n=1322), Other dairy products (n=1337)
CM3d Using the scale shown [0 to 10], when you take into account everything you look for in <category>, how do you rate the <category> from each country below? [Top 4 box = ratings 7 out of 10 or
above]
18
AUSTRALIA IS HIGHLY REGARDED FOR BOTH SNACKS AND BABY FOOD
BUT THE USA AND JAPAN/NEW ZEALAND OUTPERFORM IT. INNOVATION IS IMPORTANT
TO THESE CATEGORIES – REINFORCING THE NEED TO MAINTAIN CREDENTIALS
OVERALL
COUNTRIES RATING - TOP 4 BOX
“Japan does snacks so well”
Know-how
(US stakeholder)
SNACKS
PRESERVE, SAUCE & CONDIMENT
50
USA
36
Japan
22
Australia
42
USA
36
Japan
BABY FOOD
48
USA
37
New Zealand
India
24
Australia
23
Japan
35
28
China
20
China
India
20
Italy
France
19
Indonesia
18
India
20
Indonesia
19
France
17
France
19
Canada
18
Australia
16
Canada
18
Italy
17
Canada
13
China
Thailand
13
Germany
New Zealand
14
20
25
Indonesia
16
14
Base: Snacks (n=1305), Preserve (n=1207), Baby food (n=765)
CM3d Using the scale shown [0 to 10], when you take into account everything you look for in <category>, how do you rate the <category> from each country below? [Top 4 box = ratings 7 out of 10 or
above]
19
4
GROWTH
OPPORTUNITIES
INDONESIA
JAPAN
UAE
USA
Milk
58
52
60
55
55
49
Cheese
62
46
56
34
53
39
Other Dairy
Products
42
48
57
37
51
42
Wine
64
67
63
34
45
38
Beer & Spirits
45
44
57
36
50
33
Soft Beverages
32
42
57
32
44
30
Fruits & Nuts
35
35
51
34
Vegetables
31
41
52
54
Seafood
44
46
63
45
50
51
Beef
47
59
63
47
66
55
Lamb & Mutton
47
59
56
36
74
57
Other Meats
33
52
62
46
68
54
Wheat Products
37
36
51
28
41
28
Grains & Pulses
41
40
51
39
41
27
Edible Oils
50
42
58
35
49
37
Snacks
35
46
57
31
49
29
Preserves
35
46
61
33
50
28
Baby Foods
78
64
77
68
57
64
Category Importance Summary
OVERALL
CHINA
21
INDIA
Engaged
43
with the
46
category
37
42
BABY FOOD, WINE, CHEESE AND MILK ARE ALL AREAS TO DRIVE A PREMIUM IN
CHINA
OPPORTUNITIES – level of importance of provenance
CHINA
High
10
10
2
Medium
6
8
6
7
8
9
Low
4
7
5
4
3
32
32
32
10
8
10
5
9
27
23
27
22
12
13
7
12
34
26
8
Exclusive
54
60
52
42
41
67
4
4
15
1
1
26
5
0
3
30
4
0
39
5
37
9
7
8
26
27
33
32
14
3
18
13
2
12
2
35
4
38
4
3
29
9
1
TOWARDS
22
A NATIONAL FOOD BRAND |
1
34
17
1
40
13
0
34
8
14
Divided Involved
Routine
27
27
35
38
22
21
18
18
20
2
1
2
1
2
31
25
Divided Uninvolved
27
25
29
2
2
3
Indifferent
Frustrated
BABY FOOD, WINE AND SEAFOOD ARE IMPORTANT
INDIANS ARE TYPICALLY MORE ENGAGED ACROSS CATEGORIES
OPPORTUNITIES – level of importance of provenance
INDIA
High
16
Medium
8
25
20
23
18
29
23
18
Low
7
23
19
16
22
28
20
20
Exclusive
27
Divided Involved
55
37
61
3
12
6
2
6
10
22
14
8
2
11
2
43
8
10
19
1
39
44
31
35
40
9
10
9
12
12
10
18
10
14
14
3
TOWARDS A NATIONAL FOOD BRAND | 23
9
3
13
5
12
3
19
12
3
50
5
26
10
1
34
38
40
34
8
9
14
14
21
12
3
21
11
2
16
11
3
12
16
2
24
13
10
32
32
24
9
14
15
20
15
15
Routine
Divided Uninvolved
Indifferent
19
14
17
17
6
5
3
3
Frustrated
MEAT AND BABY FOOD ARE THE CRITICAL AREAS IN THE US,
ALTHOUGH SEAFOOD AND MILK ARE CLOSE
OPPORTUNITIES – level of importance of provenance
High
Medium
17
39
49
37
24
17
14
9
36
28
17
14
14
18
16
17
14
15
14
14
17
18
8
8
14
7
10
7
20
15
17
20
25
3
6
4
3
2
TOWARDS
A NATIONAL FOOD BRAND |
24
12
20
13
6
16
0
26
25
24
40
15
USA
Low
7
31
5
25
35
22
21
21
3
4
0
11
26
12
19
18
17
12
20
18
18
18
12
11
26
21
23
18
21
14
26
25
28
29
2
3
1
1
18
12
13
10
16
15
15
17
19
23
20
17
Exclusive
Divided Involved
Routine
16
Divided Uninvolved
30
31
33
32
4
3
2
4
Indifferent
Frustrated
SHARE OF CONSUMER SENTIMENT
OVERALL
CHINA
25
INDONESIA
INDIA
Milk
19.2
19.2
12.6
12.6
7.9
Cheese
14.5
14.5
12.5
12.5
7
Other Dairy
Products
14.4
14.4
12.7
12.7
Wine
8.2
8.2
7.8
Beer & Spirits
4.2
4.2
Soft Beverages
6.6
Fruits & Nuts
JAPAN
UAE
7.9
2.6
2.6
5.3
7
3.2
3.2
6
6.5
6.5
3.7
3.7
7.8
7.3
7.3
3.6
6.9
6.9
9.8
9.8
1
6.6
8.1
8.1
6
7.6
7.6
7.3
7.3
5.9
5.9
4
Vegetables
7.1
7.1
4.4
4.4
4.2
4.2
Seafood
12.7
12.7
4
4
5.2
Beef
12.4
12.4
23.9
23.9
Lamb & Mutton
20
20
17.8
Other Meats
10
10
Wheat Products
5.4
Grains & Pulses
6
2.2
USA
5.3
1.5
1.5
6
1.1
1.1
4.3
4.3
1.2
1.2
3.6
8.6
8.6
5.3
5.3
1
6.4
6.4
4.5
4.5
3
1.5
1.5
2.2
3
4
4.7
4.7
1.9
1.9
1.8
1.8
4.6
4.6
1.3
1.3
5.2
1.5
1.5
2.9
2.9
2.3
2.3
8.9
8.9
15.5
15.5
16.4
16.4
1.7
1.7
17.8
5.7
5.7
18.6
18.6
14.3
14.3
11
11
16.5
16.5
5.3
5.3
5.5
5.5
14
14
1.9
1.9
5.4
6.1
6.1
3.7
3.7
5
5
2.2
2.2
0.7
0.7
7.6
7.6
4.8
4.8
4.4
4.4
3.4
3.4
3.2
3.2
1.1
1.1
Edible Oils
6.5
6.5
4.6
4.6
2.6
2.6
1.1
1.1
2
2
0.7
0.7
Snacks
9.4
9.4
4.3
4.3
5.2
5.2
1.1
1.1
4.1
4.1
1.4
1.4
Preserves
5.4
5.4
2.5
2.5
4.5
4.5
1.2
1.2
3.3
3.3
0.9
0.9
Baby Foods
17.2
17.2
6.7
6.7
5.7
5.7
0
0
5.3
5.3
2
2
BUT WHICH WAY DO WE GO?
26
PERCEPTIONS OF FOOD PROVENANCE ARE OFTEN DRIVEN BY
BROADER FACTORS – LIKE CULTURE, GEOGRAPHY AND ‘SOFT POWER’
Our hero brands
and industries:
Mining
Cochlear
Penfolds
OUR
PEOPLE
Ugg
Vegemite
Hugh Jackman
THE AUSTRALIAN TOURISM INDUSTRY HAS SUCCESSFULLY IMPLEMENTED
THIS APPROACH WITH A UNIFIED AUSTRALIAN BRAND POSITION
27
IN THIS BROADER PERSPECTIVE, AUSTRALIA IS WELL DIFFERENTIATED.
ANY POSITIONING THAT IGNORES THIS WILL STRUGGLE TO GAIN TRACTION –
EVEN WITH SIGNIFICANT RESOURCING.
Source: TNS: Building Brand Australia Research
28
TOWARDS A NATIONAL FOOD BRAND | 28
AUSTRALIA ON THE WORLD STAGE
Our strongest attributes in G8 countries
In non-G8 countries
PHYSICAL BEAUTY
PHYSICAL BEAUTY
LIFESTYLE
LIFESTYLE
ENJOYABLE
ENJOYABLE
FRIENDLY AND WELCOMING
EDUCATION DESTINATION
In both G8 and non-G8 countries, we lag behind on
TECHNOLOGY
BRAND AND INNOVATION
NEED TO SHIFT PERCEPTIONS OF AUSTRALIA IN THIS AREA BEFORE IT COULD BE A
DEFINING ATTRIBUTE OF A NATIONAL FOOD BRAND
Source: Reputation Institute: Country RepTrak 2013
29
5
HOW DO WE
OPERATIONALISE THIS?
ATTRIBUTES OF AUSTRALIAN FOOD PRODUCTS
Although we know that the core values are not in themselves differentiating – we do know that they are
credible. By retaining them we show „know-how‟
ATTRIBUTED
AUSTRALIA
MALAYSIA
US
CHINA
FRANCE
BRAZIL
CANADA
GOOD VALUE
32%
21%
30%
31%
20%
24%
24%
HIGH QUALITY
37%
14%
41%
12%
42%
18%
34%
EXPENSIVE
21%
10%
39%
8%
41%
18%
24%
SAFE
39%
17%
34%
13%
31%
19%
36%
SUSTAINABLE
31%
15%
19%
13%
20%
21%
25%
GOOD TASTE
27%
18%
28%
20%
30%
27%
24%
30%
13%
21%
12%
30%
18%
26%
NONE OF THESE
2%
15%
4%
25%
3%
9%
4%
DON’T KNOW
13%
25%
8%
12%
12%
18%
15%
HEALTHY
Reputation Institute Report, N=7,409 Q5004. Which of the following attributes do you associate with food products from each of the following seven countries?
31
WE CAN MAKE THESE CORE ‘KNOW-HOW’ ATTRIBUTES DIFFERENTIATING IN AN
AUSTRALIAN VOICE – AUSTRALIAN LANGUAGE, AUSTRALIAN IMAGERY,
AUSTRALIAN TONE OF VOICE, BRANDMARK QUALITIES
JOYFUL
FRESH
BRIGHT
VIBRANT
INVIGORATING
CLEAN
GREEN
HEALTHY
HAPPY
VITAL
ENERGETIC
BRIGHT
SOMETHING YOU DON‟T NEED
TO WORRY ABOUT
32
YOU ARE ENDOWED WITH ENERGY TO
COPE WITH THE DAILY DEMANDS OF LIFE
WE CAN MAKE THESE CORE ‘KNOW-HOW’ ATTRIBUTES DIFFERENTIATING IN AN
AUSTRALIAN VOICE – AUSTRALIAN LANGUAGE, AUSTRALIAN IMAGERY,
AUSTRALIAN TONE OF VOICE, BRANDMARK QUALITIES
EXCITING
FAIR PRICE
DYNAMIC
TREAT PEOPLE
WITH RESPECT
NO HIDDEN
PROBLEMS
RESOURCEFUL
VALUE FOR
MONEY
INNOVATIVE
BEAUTIFUL
DESIGN
EASY TO USE
DESIGN
TRANSPARENT
ENJOYABLE
DON‟T HAVE TO WORRY; GOT WHAT YOU
PAID FOR/NOT RIPPED OFF
33
DESIGN THAT MAKES MY LIFE BETTER;
FOOD THAT FITS WITH MY LIFESTYLE
WE CAN MAKE THESE CORE ‘KNOW-HOW’ ATTRIBUTES DIFFERENTIATING IN AN
AUSTRALIAN VOICE – AUSTRALIAN LANGUAGE, AUSTRALIAN IMAGERY,
AUSTRALIAN TONE OF VOICE, BRANDMARK QUALITIES
SPLENDID
UNTOUCHED
NURTURING
UNSULLIED
PRISTINE
BEAUTIFUL
COLOURFUL
SUSTAINABLE
NATURAL
HIGH
QUALITY
FULL OF
FLAVOUR
REVITALISES
YOU
DO THE RIGHT
THING
FILLS YOU
WITH
ENERGY
ALL DONE FOR YOU SO YOU DON‟T HAVE
TO THINK ABOUT IT, A GOOD CITIZEN AND
PARTNER, IN IT FOR THE LONG HAUL
NO UNNECESSARY PROCESS OR NASTY
ADDITIVES, UNEXPECTED, OR SURPRISING
34
WE CAN MAKE THESE CORE ‘KNOW-HOW’ ATTRIBUTES DIFFERENTIATING IN AN
AUSTRALIAN VOICE – AUSTRALIAN LANGUAGE, AUSTRALIAN IMAGERY,
AUSTRALIAN TONE OF VOICE, BRANDMARK QUALITIES
INCLUSIVE
COUNTER- SEASONAL
BEAUTIFUL
UNCOMPROMISING
QUALITY
DIVERSE
MULTICULTURAL
AVAILABLE ALL
YEAR ROUND
COLOURFUL
STRONG IN MANY CATEGORIES SO
AVAILABLE WHEN NEEDED
TOWARDS
35
A NATIONAL FOOD BRAND | 35
THE ELEMENTS OF THE BRAND TO EXPRESS VARY BY CATEGORY.
HERE ARE SOME HYPOTHETICAL EXPRESSIONS BY CATEGORY
WHEAT
PRODUCTS AND
OTHER GRAIN
BABY FOOD
Functional: great ingredient, versatile, healthy,
good processes
Functional: Easy to use, safe, effective, helps with
learning and development, makes children
energetic/vital, convenient packaging
Personality: Honest, vital, full of energy, nurturing
Expressive: shows you care, full of energy
Personality: Full of energy and vitality, healthy,
growing
Gratification: Healthy, vital, full of energy
Expressive: Nurturing but in a smart way
Images: the sun, wide open vistas which invite you
in, bright blue skies, vivid colours
Gratification: laying a good foundation, enjoying time
with our kids whilst doing so
Images: enjoying life, energetic children, making life
simple
36
36
THE ELEMENTS OF THE BRAND TO EXPRESS VARY BY CATEGORY.
HERE ARE SOME HYPOTHETICAL EXPRESSIONS BY CATEGORY
CHEESE
PRESERVES,
SAUCES &
CONDIMENTS
Functional: fresh, quality ingredients, natural,
healthy, full of flavour, a feast for the senses,
makes you feel alive
Functional: Full of flavour, clean, fresh, surprising
and exciting combinations, innovative or beautiful
packaging, zesty, few or no additives
Personality: Full of energy & vitality, healthy,
nurturing
Personality: warm, engaging, vital, inclusive
Expressive: enjoys trying new things
Expressive: knowledge that can be shared,
someone who loves the good things in life
Gratification: enjoyment, full of energy
Gratification: enjoyment, enrichment, alive, vital
Images: sunshine, natural spaces, simple
processes, people enjoying life
Images: share plates, happy animals in beautiful
pristine locations, wide vistas, warmth, sunshine
37
TOWARDS A NATIONAL FOOD BRAND | 37
SUMMARY
IN SUMMARY
Whilst we are well regarded, we are not differentiated
Not many people are - so by doing this now, we can gain a competitive
advantage
The only positioning we can consistently claim is the broader Australian
personality – any other positioning favours some categories over others
The core values we are proposing give us know how – so they need to
be part of the brand
If we express them well we can begin to deliver differentiation
39
IN SUMMARY
We do need to add values to this – the best aligned with our positioning
are about the outcomes we deliver to people – how we make their lives
simpler, more enjoyable and more reassured
The wording we use needs to work across categories. The headline
words we use should reflect this
We can then nuance this by category within the guard rails of the
broader brand
40
QUESTIONS
WHAT NOW?
2014 Budget decisions: National Food Brand funding will not continue after
June 30
42
WHAT WAS NEXT?
THE PHASES FOLLOWING THIS STAGE
Development and in-market testing of brand assets
Launch and rollout of brand positioning and assets
Continuing research: ongoing tracking of Australia‟s food brand position
and the evidence base for our credentials
43
WHAT WILL AUSTRADE BE
DOING?
Austrade will continue to assist States and Territories, at the request of
State and Territory Ministers for Trade and Investment, to coordinate a
„Team Australia‟ approach to food export promotion
Austrade will also work with the Department of Agriculture to incorporate the
information into the development of the Agricultural Competitiveness White
Paper, due at end 2014
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THANK YOU