National Food Brand - May 2014 Update

NATIONAL FOOD BRAND INTERNATIONAL RESEARCH RESULTS MAY 2014

TODAY’S AGENDA

1 Background and research design

Context – recap of previous research 2

Key findings 3

Growth opportunities 4

2

How do we operationalise it? 5

Summary 6

1 BACKGROUND

Identify and summarise relevant completed or ongoing research by:

• industry

• industry

associations

• RDCs

• Department of

Agriculture

• States and

Territories

4

1. DESKTOP RESEARCH

2. AUSTRALIAN STAKEHOLDERS

3. INTERNATIONAL QUALITATIVE

4. INTERNATIONAL QUANTITATIVE

Interviews with Australian industry and government stakeholders

Interviews with trade influencers e.g buyers, wholesalers, importers, hospitality decision makers, bloggers

Online research with consumers

NATIONAL FOOD BRAND RESEARCH PROGRAM

THIS PHASE

5

INTERNATIONAL MARKET TRADE

INTERVIEWS (FACE TO FACE)

N = 24

INTERNATIONAL MARKET CONSUMER

SURVEYS (ONLINE)

N = 6000

CHINA INDONESIA INDIA JAPAN UAE USA

2 CONTEXT: RECAP OF PREVIOUS RESEARCH

GLOBAL BRAND AND MARKETING TRENDS IN FOOD IN 2013

7

PROVENANCE

FOOD MADE FROM SCRATCH

SUSTAINABILITY

FOOD AND EXPERIENCE

ARTISANAL FOODS

IN-HOUSE AND HOMEMADE

HEALTH AND WELLNESS

PREMIUM ALCOHOLIC DRINKS

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

AUSTRALIAN STAKEHOLDER CONSULTATIONS

3 KEY FINDINGS

FOOD INFLUENCERS’ KEY TRENDS ARE DRIVEN STRONGLY BY MARKET MATURITY: UNDERLYING THEMES ARE OFTEN SIMILAR BUT EXPRESSION IS DIFFERENT

10

Market maturity Emerging Mature

Eat healthy

Organic

Sustainable

Provenance as safety

Value

Eating out

New cuisines

Variety

Convenience

Quality measured as look

and taste

Quality measured as

ingredients/processes

Provenance as

authenticity and

discernment

THE FRAMEWORK FOR CONSIDERATION

Symbolism

Language of emotion,

communicating with the intuitive

brain.

Know-how

Credentials and expertise, gives a

brand right to play in the category.

Differentiation

Recognisable and defendable

difference that‟s relevant to

consumer needs.

Alignment

Consistent message and emotion

across all brand touch points.

Momentum

Brand vitality, continual evolution

and innovation to keep consumers

engaged.

Emotion

Brand meaning and purpose,

beyond the tangible.

Nexus

Emotive linkage, connecting every

layer of the brand‟s image.

Unity

Cohesive brand architecture

uniting the brand family.

11

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

15

New Zealand

Canada South Africa

USA France Italy Spain Australia China India Indonesia Japan

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

Know-how

AUSTRALIA LACKS DIFFERENTIATION IN THE FOOD LANDSCAPE – BUT SO DO MOST NATIONS. ONLY FRANCE, GERMANY AND JAPAN REALLY STAND OUT

16

45

39

33

28

20

15

14

12

12

11

40

40

29

24

18

15

14

14

11

9

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

USA

Australia

Japan

New Zealand

Indonesia

China

Canada

India

Brazil

France/Argentina

OVERALL

Australia

New Zealand

India

USA

China

Japan

Canada

France

UAE

Brazil/Indonesia

USA

Australia

Japan

India

New Zealand

China

Canada

France

Indonesia

Brazil

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]

BEEF LAMB & MUTTON OTHER MEATS

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)

38

31

28

22

21

21

15

12

12

11

TOWARDS A NATIONAL FOOD BRAND | 17 17

40

40

36

32

31

27

21

19

18

16

35

32

30

26

19

15

15

13

11

11

43

32

32

27

23

21

19

19

17

14

18

HOW WELL ARE WE ASSOCIATED WITH THE CATEGORIES? AUSTRALIA IS STRONG FOR DAIRY – BUT OUTPERFORMED BY USA, NEW ZEALAND AND EUROPE

USA

New Zealand

Australia

Japan

India

Canada

Indonesia

Scandinavia

France

UAE

MILK CHEESE

OVERALL

USA

France

Italy

New Zealand

Australia

Scandinavia

Japan

Canada

India

Spain

OTHER DAIRY PRODUCTS

USA

New Zealand

Australia

Japan

France

India

Canada

Italy

Scandinavia

Indonesia

Base: Milk (n=1530), Cheese (n=1322), Other dairy products (n=1337)


above]


Know-how

42

36

24

23

20

18

17

16

13

13

50

36

22

20

20

19

19

18

17

14

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

19

USA

Japan

Australia

China

India

France

Indonesia

Canada

Italy

New Zealand

OVERALL

USA

Japan

India

China

Italy

Indonesia

France

Australia

Canada

Thailand

USA

New Zealand

Australia

Japan

Indonesia

India

France

Canada

China

Germany

Base: Snacks (n=1305), Preserve (n=1207), Baby food (n=765)


above]

PRESERVE, SAUCE & CONDIMENT SNACKS BABY FOOD

Know-how


“Japan does snacks so well”

(US stakeholder)

48

37

35

28

25

20

19

18

16

14

4 GROWTH OPPORTUNITIES

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 43 37

Vegetables 31 41 52 54 46 42

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 21

OV

ER

ALL

OV

ER

ALL

Ca

teg

ory

Im

po

rta

nce S

um

ma

ry

INDONESIA JAPAN UAE INDIA CHINA USA

Engaged

with the

category

BABY FOOD, WINE, CHEESE AND MILK ARE ALL AREAS TO DRIVE A PREMIUM IN CHINA

22

CHINA

OPPORTUNITIES – level of importance of provenance

1 0 0 1 3 1 2 2 1 0 2 1 2 1 2 2 2 3 1 5 4 9

14 18 13 12 17 13 22 21 18 18 20

27 25 29 15

26 30 29

26 27 33 32 34 40

27 27 35 38 31 25 34 26

4

4 3 3

7 8 5 9 4 4 8 14

10 8 12 13 7 12

67 54

60 52 42 41 39 37 35 38 34 32 32 32 27 23 27 22

10 10 2 6 8 6 7 8 9 4 7 5 4 3 8 10 5 9

Exclusive

Divided Involved

Routine

Divided Uninvolved

Indifferent

Frustrated

High Medium Low

TOWARDS A NATIONAL FOOD BRAND |

BABY FOOD, WINE AND SEAFOOD ARE IMPORTANT INDIANS ARE TYPICALLY MORE ENGAGED ACROSS CATEGORIES

INDIA

2 2 2 1 3 3 5 3 3 1 3 2 3 2 6 5 3 3 6 8 11 19 14 9

13 12 12 10 12 11 11 16

19 14 17 17 12 22 14

10 10 18 10 14 19 26 21 21 16 12 10 20 15 15

3

6 10 8 10 9 12 12 9 5 8 9 14 14 13

9 14 15

61

55

37 43 39

44 31

35 40 50

34 38 40 34 24 32 32

24

16 8

25 20 23 18

29 23 18

7

23 19 16 22

28 20 20

27

Exclusive

Divided Involved

Routine

Divided Uninvolved

Indifferent

Frustrated

High Medium Low


TOWARDS A NATIONAL FOOD BRAND | 23

24

MEAT AND BABY FOOD ARE THE CRITICAL AREAS IN THE US, ALTHOUGH SEAFOOD AND MILK ARE CLOSE

USA

0 7 3 6 4 3 2 3 4 0 2 3 1 1 4 3 2 4

16 10 20 15 17 20 25 22 21

21 26 25 28 29

30 31 33 32 6 18 8 8 14 7

14 15 25

35 23 18 21 14 16

23 20 17

14

9 13 17 14 20

16 17 12

5 12 17 18 26 21

15 17 19

15

40

17 17 24

14 14 18

24 31 26

18 20 12 11 10

16 15 49

17

39 37 26

36 28 25

14 7 11

19 12

18 18 18 12 13

Exclusive

Divided Involved

Routine

Divided Uninvolved

Indifferent

Frustrated

High Medium Low


TOWARDS A NATIONAL FOOD BRAND |

Milk 19.2 12.6 7.9 2.6 5.3 1.5

Cheese 14.5 12.5 7 3.2 6 1.1

Other Dairy

Products 14.4 12.7 6.5 3.7 4.3 1.2

Wine 8.2 7.8 7.3 3.6 8.6 5.3

Beer & Spirits 4.2 6.9 9.8 1 6.4 4.5

Soft Beverages 6.6 8.1 6 2.2 3 1.5

Fruits & Nuts 7.6 7.3 5.9 4 4.7 1.9

Vegetables 7.1 4.4 4.2 1.8 4.6 1.3

Seafood 12.7 4 5.2 1.5 2.9 2.3

Beef 12.4 23.9 8.9 15.5 16.4 1.7

Lamb & Mutton 20 17.8 5.7 18.6 14.3 11

Other Meats 10 16.5 5.3 5.5 14 1.9

Wheat Products 5.4 6.1 3.7 5 2.2 0.7

Grains & Pulses 7.6 4.8 4.4 3.4 3.2 1.1

Edible Oils 6.5 4.6 2.6 1.1 2 0.7

Snacks 9.4 4.3 5.2 1.1 4.1 1.4

Preserves 5.4 2.5 4.5 1.2 3.3 0.9

Baby Foods 17.2 6.7 5.7 0 5.3 2

25

OVERALL

OVERALL

SH

AR

E O

F C

ON

SU

ME

R S

EN

TIM

EN

T

19.2 12.6 7.9 2.6 5.3 1.5

14.5 12.5 7 3.2 6 1.1

14.4 12.7 6.5 3.7 4.3 1.2

8.2 7.8 7.3 3.6 8.6 5.3

4.2 6.9 9.8 1 6.4 4.5

6.6 8.1 6 2.2 3 1.5

7.6 7.3 5.9 4 4.7 1.9

7.1 4.4 4.2 1.8 4.6 1.3

12.7 4 5.2 1.5 2.9 2.3

12.4 23.9 8.9 15.5 16.4 1.7

20 17.8 5.7 18.6 14.3 11

10 16.5 5.3 5.5 14 1.9

5.4 6.1 3.7 5 2.2 0.7

7.6 4.8 4.4 3.4 3.2 1.1

6.5 4.6 2.6 1.1 2 0.7

9.4 4.3 5.2 1.1 4.1 1.4

5.4 2.5 4.5 1.2 3.3 0.9

17.2 6.7 5.7 0 5.3 2

INDONESIA JAPAN UAE INDIA CHINA USA

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

Ugg

Vegemite

Hugh Jackman

27

THE AUSTRALIAN TOURISM INDUSTRY HAS SUCCESSFULLY IMPLEMENTED THIS APPROACH WITH A UNIFIED AUSTRALIAN BRAND POSITION

OUR

PEOPLE

IN THIS BROADER PERSPECTIVE, AUSTRALIA IS WELL DIFFERENTIATED. ANY POSITIONING THAT IGNORES THIS WILL STRUGGLE TO GAIN TRACTION – EVEN WITH SIGNIFICANT RESOURCING.

28

Source: TNS: Building Brand Australia Research


AUSTRALIA ON THE WORLD STAGE

29

Our strongest attributes in G8 countries

Source: Reputation Institute: Country RepTrak 2013

NEED TO SHIFT PERCEPTIONS OF AUSTRALIA IN THIS AREA BEFORE IT COULD BE A DEFINING ATTRIBUTE OF A NATIONAL FOOD BRAND

PHYSICAL BEAUTY

LIFESTYLE

ENJOYABLE

FRIENDLY AND WELCOMING

PHYSICAL BEAUTY

LIFESTYLE

ENJOYABLE

EDUCATION DESTINATION

In non-G8 countries

TECHNOLOGY

BRAND AND INNOVATION

In both G8 and non-G8 countries, we lag behind on

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‟

31

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%

HEALTHY 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%

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?

32

WE CAN MAKE THESE CORE ‘KNOW-HOW’ ATTRIBUTES DIFFERENTIATING IN AN AUSTRALIAN VOICE – AUSTRALIAN LANGUAGE, AUSTRALIAN IMAGERY, AUSTRALIAN TONE OF VOICE, BRANDMARK QUALITIES

INVIGORATING

BRIGHT

JOYFUL

VITAL

HEALTHY GREEN

FRESH

BRIGHT

VIBRANT

ENERGETIC

HAPPY

CLEAN

YOU ARE ENDOWED WITH ENERGY TO

COPE WITH THE DAILY DEMANDS OF LIFE

SOMETHING YOU DON‟T NEED

TO WORRY ABOUT

33


RESOURCEFUL

ENJOYABLE

EXCITING

EASY TO USE

DESIGN

BEAUTIFUL

DESIGN

INNOVATIVE

FAIR PRICE

TREAT PEOPLE

WITH RESPECT

NO HIDDEN

PROBLEMS

VALUE FOR

MONEY

DESIGN THAT MAKES MY LIFE BETTER;

FOOD THAT FITS WITH MY LIFESTYLE

DON‟T HAVE TO WORRY; GOT WHAT YOU

PAID FOR/NOT RIPPED OFF

TRANSPARENT

DYNAMIC

34


BEAUTIFUL

FILLS YOU

WITH

ENERGY

SPLENDID

REVITALISES

YOU

FULL OF

FLAVOUR

HIGH

QUALITY

UNTOUCHED

UNSULLIED

NATURAL

SUSTAINABLE

NO UNNECESSARY PROCESS OR NASTY

ADDITIVES, UNEXPECTED, OR SURPRISING

ALL DONE FOR YOU SO YOU DON‟T HAVE

TO THINK ABOUT IT, A GOOD CITIZEN AND

PARTNER, IN IT FOR THE LONG HAUL

DO THE RIGHT

THING

PRISTINE

NURTURING

COLOURFUL


BEAUTIFUL

UNCOMPROMISING

QUALITY

INCLUSIVE

AVAILABLE ALL

YEAR ROUND

DIVERSE

STRONG IN MANY CATEGORIES SO

AVAILABLE WHEN NEEDED

COUNTER- SEASONAL

COLOURFUL


MULTICULTURAL

35

THE ELEMENTS OF THE BRAND TO EXPRESS VARY BY CATEGORY. HERE ARE SOME HYPOTHETICAL EXPRESSIONS BY CATEGORY

36

Functional: great ingredient, versatile, healthy,

good processes

Personality: Honest, vital, full of energy, nurturing

Expressive: shows you care, full of energy

Gratification: Healthy, vital, full of energy

Images: the sun, wide open vistas which invite you

in, bright blue skies, vivid colours

Functional: Easy to use, safe, effective, helps with

learning and development, makes children

energetic/vital, convenient packaging

Personality: Full of energy and vitality, healthy,

growing

Expressive: Nurturing but in a smart way

Gratification: laying a good foundation, enjoying time

with our kids whilst doing so

Images: enjoying life, energetic children, making life

simple

WHEAT PRODUCTS AND OTHER GRAIN BABY FOOD

36

THE ELEMENTS OF THE BRAND TO EXPRESS VARY BY CATEGORY. HERE ARE SOME HYPOTHETICAL EXPRESSIONS BY CATEGORY

37

Functional: fresh, quality ingredients, natural,

healthy, full of flavour, a feast for the senses,

makes you feel alive

Personality: Full of energy & vitality, healthy,

nurturing

Expressive: knowledge that can be shared,

someone who loves the good things in life

Gratification: enjoyment, enrichment, alive, vital

Images: share plates, happy animals in beautiful

pristine locations, wide vistas, warmth, sunshine

Functional: Full of flavour, clean, fresh, surprising

and exciting combinations, innovative or beautiful

packaging, zesty, few or no additives

Personality: warm, engaging, vital, inclusive

Expressive: enjoys trying new things

Gratification: enjoyment, full of energy

Images: sunshine, natural spaces, simple

processes, people enjoying life

CHEESE PRESERVES, SAUCES & CONDIMENTS


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

IN SUMMARY

QUESTIONS

WHAT NOW?

2014 Budget decisions: National Food Brand funding will not continue after

June 30

42

WHAT WAS NEXT?

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

THE PHASES FOLLOWING THIS STAGE

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

44

THANK YOU

Date post:	28-Nov-2014
Category:	Food
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