McCormick Grill Mates Fresh Bite

Transcription

McCormick Grill Mates Fresh Bite
McCormick & Company, Inc. USCPD -
2
Grilling Facts
McCormick & Company, US CPD—CONFIDENTIAL
We Grill 3x More Than Our Grandfathers…
95% of Households Own a Grill
Gas
Half of Grillers Own At Least Two Types of Grills
1 Type of Grill
30%
2 Types of Grills
71%
Charcoal
64%
50%
20%
Smoker
3+ Types of Grill
Electric
28%
15%
Grilling Is Shared*
Solely Responsible
46%
54%
Share
Responsibility
*Decide grilling seasoning brands to buy, purchase
grilling seasonings, grill the food.
Source: DeKadt. Grilling Attitude and Usage Study: General Market. August 2014
Grilling has increasingly become year round, and the kick-off to the season starts with
Daylight Savings Time. Weekends dominate but Wed & Sun are main planning days…
Daylight Savings Triggers the Season
Grilling is a Year-Round Activity
Spring
Fall
19 TIMES
15 TIMES
Summer
Winter
27 TIMES
7 TIMES
Grilling is a Celebration of the Weekend
*
*
days of the week consumers search
* Highest
for grilling recipes and products online
Sources: DeKadt. Grilling Attitude and Usage Study: General Market. August 2014
IRI Latest 52 Weeks Ending 8.31.14
TOTAL U.S. - FOOD
Dry Grilling Seasonings
Unit Sales Index
1 Week Ending Jan 6, 2013
69
69
66
71
1 Week Ending Feb 3, 2013
92
83
78
71
1 Week Ending Mar 3, 2013
71
83
89
82
87
1 Week Ending Apr 7, 2013
108
119
134
112
1 Week Ending May 5, 2013
125
151
155
210
1 Week Ending Jun 2, 2013
153
135
141
150
152
1 Week Ending Jul 7, 2013
203
131
108
102
1 Week Ending Aug 4, 2013
112
116
105
95
1 Week Ending Sep 1, 2013
127
123
94
80
75
1 Week Ending Oct 6, 2013
84
83
75
65
1 Week Ending Nov 3, 2013
69
74
68
65
1 Week Ending Dec 1, 2013
58
60
61
74
68
Super Bowl
Daylight Savings
Memorial Day
July 4
Labor Day
Grilling Occasions
Total
4TH of July
Memorial Day
Labor Day
Father’s Day
Tailgating
Super Bowl
Mother’s Day
Easter
New Year’s Day
20%
Thanksgiving
18%
Valentine’s Day
13%
13%
St. Patrick’s Day
12%
Christmas
11%
Mardi Gras
4%
Passover
Hanukkah 2%
Mean # 5.5
Source: 2014 TIC Grilling Study. Base: Total respondents (n=553)
95%
84%
82%
67%
51%
51%
49%
31%
2x
Performance
When Specific
Holiday is
Incorporated in
Ad
What We Grill
Ground Beef and Boneless Chicken Continue to be the Top Proteins Grilled
with Flavor, with Chicken Growing Dramatically Over the Last 10 Years
Top 20 Proteins Grilled
88%
Ground
beef
73%
Poultry
breast
64%
63%
Hot
dogs
Pork
chops
Top 4 Foods
55%
54%
Ribs
Strip
steak
47%
Rib
eye
44%
44%
44%
Poultry
thigh
Pork
ribs
Salmon
41%
41%
41%
Beef
kabob
Poultry Poultry
breast- wings
bone-in
41%
40%
34%
Shrimp Sausage/
kielbasa
34%
30%
Flank
Pork
steak tenderloin Prime
rib
Rising Food Cost Continues Shift to Budget Proteins and
Consumers Will Seek Out Ways to Elevate Common Meats
“After a few years of steadily upward-creeping prices, experts say this fall many more families
will start to feel the strain of higher food bills.”
–Wall Street Journal, August 27
2015 Projection
Source: Wall Street Journal. August 27, 2014
www.USDA.gov
41% of the
time Sides are
Grilled with
the Protein;
9% only Sides
92% of Grillers Grill Non-Proteins
Among Grillers Who Grill Item,
% Add Seasoning
Typically Grills
Corn on the cob
73%
Onions
56%
Potatoes
55%
Peppers
55%
Zucchini/squash
40%
Mushrooms
39%
Asparagus
20%
Eggplant
18%
Other vegetables
17%
73%
57%
68%
63%
65%
63%
66%
53%
15%
Pizza
12%
Fruit
11%
Source: DeKadt. Grilling Attitude and Usage Study: General Market. August 2014. Base: Total respondents (n=1010)
Q5b: Which of these foods does your household typically grill?
Q5c: For each of these foods that your household typically grills, please select the ones where grilling seasonings are typically added either before or during grilling.
56%
30%
Tomatoes
Bread
50%
39%
43%
23%
Grilling Purchases Have Connectivity Throughout the
Store; Typically 4 Additional Items Purchased with Flavor.
Mean # Items 4.2
72%
38%
Meat
Poultry
35%
Hot dogs
34%
30%
29%
Charcoal Condiments Potatoes
29%
Corn on
cob
28%
27%
Rolls or
Other
Potato or
bread
vegetables tortilla chips
Q13f: Which of the following items, if any, did you also purchase the last time you purchased a seasoning product for grilling?
27%
18%
16%
Fruit
Seafood/
fish
11%
Propane
Grillers Often Use & Layer Multiple Seasonings
Average Number of Seasonings Used for Grilling = 13.0
86%
80% 78%
74% 71%
69% 67%
80% report
making their
own
seasoning in
past year
62% 60%
57% 55% 55% 55% 54%
52% 51%
42%
38% 37%
31% 31%
27%
21%
17%
7%
BBQ
sauce
Pepper Shake-on Bottled or Dry rub Seasoned
sealiquid
salt
soning marinade
blend
Garlic
salt
Sea salt Marinade
mix in a
packet
Steak
sauce
Table salt
Other Onion salt Olive or Worces- Dry garlic/
herbs and
vegetable tershire
garlic
spices
oil
sauce
powder
Shake-on Seasoning
Blends: 78%
“I layer flavors to
create something
all my own”
Dry
onion/
onion
powder
Salad Hot sauce
dressing
BBQ Sauce: 86%
87%
Liquid
smoke
Brine
80%
74%
52%
40%
43%
36%
Before Grilling
28%
While Grilling
Source: DeKadt. Grilling Attitude and Usage Study: General Market. August 2014. Base: Total respondents
Q5a: Of the foods that your household typically grills, which seasonings are typically used before or during grilling or at the table?
Other oil Sriaracha Other
sauce
alcohol
Steak Sauce: 57%
14%
Beer
At The Table
Dry Grilling Products Tie to Key Consumer Wants:
Natural Way to Flavor, Variety and Complementary Role to Protein
Grilling Category Importance
Made with natural spices and herbs
28%
65%
All natural
23%
56%
Does not contain artificial ingredients
25%
55%
27% 54%
Does not contain MSG
Heart healthy
21%
25% 48%
Doesn't contain any GMOs
Low in sodium
Made with sea salt
Gluten-free
17%
45%
13% 38%
10% 24%
Absolutely critical
Absolutely critical/very important
54%
Drivers
1. Natural Way to Flavor
2. Variety/versatility
3. Complement to Protein
….But Dry Grilling is Used Most Often AND Where
Real Flavor Comes From
Grilling Seasoning Consumer Favorability
“Dry Seasoning keeps
the integrity of the
flavor of the meat”
Dry Rub
1
Shake-On Seasoning Blend
2
BBQ Sauce
3
Brine
4
Seasoned Salt
5
Bottled or Liquid Marinade
6
Garlic Salt
7
Marinade Mix in a Packet
8
“I like Dry Rubs because I
can cover the meat the
way I like it”
Consumers Seek Out New Flavors – It is a Long Grilling Season! –
And This Drives Purchase Over Refilling or On Sale.
Reason for Last Grilling Seasoning Purchase
26%
23%
13%
Saw new
flavor and
wanted to
try it
Ran out
On sale
11%
9%
9%
Need for a specific Protein was on
Someone
Saw a new
occasion
sale and I needed recommended seasoning brand
something to
and wanted to try
season it with
it
What most grillers would ask of their favorite Grilling Seasoning brand
48%
Flavor
Variety
29%
Recipes
20%
Product
Usage
Tips
Source: DeKadt. Grilling Attitude and Usage Study: General Market. August 2014. Base: Total respondents (n=1010).
Q12a: Which decision do you make first: brand or flavor?
Q12c:
If the store did not have the brand you wanted to buy, which one action would you take?
Q12d: How would you decide which brand to buy?
9%
30%
8%
Digital
Access
Don’t
Change
Anything
Why We Grill
The 5 New Rules of Grilling
Flavor is the only thing that unites all grillers.
1
But, flavor is the complement to an epic steak___.
chicken.
pork chop.
2
Grillers are on a never-ending aspirational
journey to be better. Looking for continual fuel.
3
The best of the best know the secret to a grilled
masterpiece is through herbs and spices.
4
Grilling ignites personal passions among consumers
5
Grillers Believe Their Journey is Quite Extreme…
“There are so many factors: the weather, the wind, the grill you
have, its hot spots, the piece of meat you got – it is hard to get it all
just right.”
All Key Motivations are Rooted in Flavor
Six primary emotional motivators for grilling
72%
64%
62%
Flavor flexibility,
no rules.
Back to basics
of food and
flame
Ultimate
combination
of food,
flame and
seasoning.
Achieve
mastery
Cultivated
Taming
Archaic
Herding
Dedicated
Perfecting
Transformation
Roots
Internal
Transform a
meal into
something
special.
Alternative to
cooking, with
Versatility
and range
61%
Experiment
with flavors
and
seasonings
48%
36%
Not a Chore
like cooking.
Can just
throw food
on the grill
Demonstrate
My Grilling
Expertise
Exotic
Experimenting
Practical
Supplying
Pack
Leading
Experimentation
Convenience
External
Most common motivations are all rooted in the flavor
of the end dish – the grilled masterpiece
The McCormick Advantage
Blends
Steak Sauces
21
Steakhouse Burgers
Seasoning Mixes
Marinades
Steakhouse Burgers
Mix-Ins (Wet)
22
Slow N Low Rubs
Dry Rubs
23
The McCormick Advantage: Driving Grilling Growth
#1
Market Share
9 of Top 10
Products
Grillers Use
#1
Online
Grilling
Community
#1
Loyalty and
Repeat
Lawry’s
#1 Marinade
#1 Seas. Salt
#1 Garlic Salt
#1
Consumer
Preferred
Flavor
#1
Share of
Voice
Grill Mates
#1 Blend
#1 Marinade
#1 Rub
#1
In Driving
New
Category HH
Penetration
#1
Innovation
and New
Product
Performance
#1
Most Loyal
Product
Montreal Steak
*NPS Ranking
#1
Globally in
Herbs &
Spices
Brand Franchise Status: Top Brands
(Shake-on, Marinade mix,
Dry rub, Steak sauce)
(Bottled marinade,
Seasoned salt, Garlic salt)
(Bottled marinade, Marinade
mix, Steak sauce, Dry rub)
68%
78%
83%
91%
67%
75%
81%
88%
68%
78%
86%
97%
(Shake-on, Marinade mix,
Dry rub, BBQ sauce)
(Bottled marinade, Steak
sauce, BBQ sauce)
(Bottled marinade,
BBQ sauce)
34%
43%
50%
70%
31%
41%
53%
80%
28%
40%
57%
78%
Source: DeKadt. Grilling Attitude and Usage Study: General Market, August 2014 . Base: Total respondents (n=1010).
Q8a: Which brands have you heard of before today?
Q8b: Which brands have you ever used before, during, or after grilling?
Q8c: Which brands have you used past 12 months before, during, or after grilling?
Past 3 Months
Past 12 Months
Ever Used
Aware
Key
#1
Loyalty and
Repeat
26
Questions?
27

McCormick Grill Mates Fresh Bite

Transcription

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