![What we do: Market diagnosis Brand strategy Creative concept development Engaging communication Project management and evaluation Design implementation Contact us: Adam House 7-10 Adam Street London WC2N 6AA (T) 020 7520 9251 (E) [email_address] Ethical, measurable and creative marketing that adds lasting value to your business and generates tangible results for your campaigns; ie: *Clarity in Marketing Download the full presentation plus a copy of our Turkish Food & Drink survey at: ClarityInMarketing.com](https://image.slidesharecdn.com/trends-and-opportunities-for-ethnic-food-and-drink-in-the-uk-1216055044631868-8/85/Trends-And-Opportunities-For-Ethnic-Food-And-Drink-In-The-UK-32-320.jpg)
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Trends And Opportunities For Ethnic Food And Drink In The UK
- 1. Ethical, measurable and creative marketing that adds lasting value to your business and generates tangible results for your campaigns; ie: *Clarity in Marketing Sector Marketing : What do UK consumers want? An insight into trends & opportunities for Turkish Food & Drink in the UK market. *TBCCI Second Food Initiative Seminar 24 June 2008
- 2. Topics UK consumer trends Opportunities for Turkish suppliers Brand Turkey Marketing successes
- 3. 1. UK Consumer Trends
- 4. Cash rich, time poor Eating between meals Eat 4.5 times a day Rarely plan ahead 42% of all eating occasions are snacks Trust brands over price in impulse purchases
- 5. Growth of fast, casual dining Heralded by sandwich consumption e.g. Subway, Pret-a-Manger, Starbucks Satisfy the trinity of a quick, enjoyable and healthy out of home experience Contributing to the demise of less healthy fast food alternatives 油
- 6. Out of home experience - at home 35% of food occasions are eating out of home Chilled ready meals and takeaways showing strong growth Heavy consumers of meals out of the home more likely to eat convenience in the home Out of home experience is a direct threat to the foodservice industry
- 7. Key drivers : Enjoyment and practicality Healthier, lighter options are increasingly important Growth in fruit, yoghurts and mineral water Enjoyment and practicality still key drivers for out of home
- 8. Meal kits & healthy snacks Bighams Everyday Range
- 9. New food product claims Source: Food and Drink Federation
- 10. Impact of a recession 57% believe there will be a slowdown 14% will cut back on restaurants 20% will cut back on fast foods 14% will spend more at value supermarkets 11% will spend more on takeaways/ ready meals
- 11. 2. Opportunities for ethnic foods
- 12. Ethnic foods trends in the UK Consumers exposed to cuisines from around the world Good growth in (4%) and out of home (6%) Rapid increase varieties means the in home market is stabilising Out of home continues to grow Nutritious meals in minutes.
- 13. Waitrose Delicatezze Range 30+ products, new fashion food, challenging tapas Using the best ingredients, these mix and match dishes are perfect for picnics, a long lazy lunch or an impromptu dinner with friends. Waitrose Buyer, David Stone: Delicatezze brings together these delicious cuisines but with all the hard work already done for you. Chef Silvena Rowe was inspired by the Eastern Mediterranean food of her Bulgarian and Turkish heritage. Its all about flavour and ingredients, and robust, honest, hearty food to share with friends and family.
- 14. 3. Brand Turkey
- 15. *Clarity survey 2008 75 adults 5% Turkish/British Turkish 50% holidayed in Turkey 20% more than once 10% have/considering home in Turkey
- 16. Turkish brands respondents recognised
- 17. Turkish food & drink perceptions
- 18. What people think of Turkish food Very healthy TASTY Delicious food Freshness & Flavours Something for all occasions
- 19. Foods respondents liked Food Type Enjoy It Its OK Hate it Humus 73% 27% 0% Shish kebabs 57% 29% 14% Stuffed vine leaves 79% 21% 0% Couscous 50% 50% 0% Meatballs 79% 21% 0% Chickpeas 72% 28% 0% Rice 86% 14% 0% Olives 79% 21% 0% Cheese pastry 58% 21% 21% Pita bread 86% 14% 0% Flat bread 77% 23% 0% Meze/Tapas 79% 14% 7%
- 20. How likely are you to buy... Food Type Very Likely Likely Other Turkish sweets 50% 0% 50% Turkish ready meals 29% 21% 50% Turkish beer 36% 0% 64% Turkish wine 29% 14% 57% Turkish fresh fruit 65% 7% 28% Turkish fruit drinks 43% 14% 43%
- 23. Comments on the food Nothing available locally Too heavy for lunch Fresh, clean, an inexpensive way to eat healthily Caters to various dietary requirements If I knew the meat was Halal The mezes are nice More dessert & more wine from across the world Looking at your list it does seems odd I have never been to a Turkish restaurant
- 24. Comments on the marketing Not a cuisine I have seen promoted as a quality choice As someone not familiar, the exterior look must welcome me in Need good reviews, word of mouth Greater promotion a serious option to Thai/Tapas etc. Tastings, events Slicker, modern environments
- 25. Drivers to establishing new food types
- 27. Being a friend of the retailer Research to establish consumer preferences Prove your case Advise on placement & promotion
- 28. Being a friend of the community Profiling Community projects Arts & events Tastings Emedia PR
- 29. 油
- 30. Being a friend of the consumer Satisfaction surveys Environment Choice Impulse buys Leaflets Websites Google maps, online directories
- 31. Summary
- 32. What we do: Market diagnosis Brand strategy Creative concept development Engaging communication Project management and evaluation Design implementation Contact us: Adam House 7-10 Adam Street London WC2N 6AA (T) 020 7520 9251 (E) [email_address] Ethical, measurable and creative marketing that adds lasting value to your business and generates tangible results for your campaigns; ie: *Clarity in Marketing Download the full presentation plus a copy of our Turkish Food & Drink survey at: ClarityInMarketing.com