PowerPoint Presentation

Group 24 Team Members: Karen Ly, Julia Lugten, Michael Maldari, Patrick MacCormack, and Carolyn Malone

Industry TrendsThe combined chips and dips categories continue to perform well, growing 7% from 2013-2015 to reach $16.4 billion in 2015. - MINTEL Sales of international foods in the US are projected to grow moderately between 2015 and 2020, from $12.2 billion to $13.9 billion. Immigration and the increasingly multicultural nature of American society are factors that are influencing growth. MINTELChip and dip purchases tend to skew toward younger consumers, especially Millennials, or those aged 22-39. In general, Millennials are most likely to snack and are snacking more frequently this year compared to last, according to Mintels Snacking Motivations and Attitudes US, April 2015 report. In a 2015 report 63% of millennials and 73% of all people said they had purchased hummus from a grocery store in the past six months. MINTELDips such as hummus and guacamole are experiencing growth. The dips category sales of $2.8 billion in 2015, representing growth of 16% from 2010-2015. While sales of dips and salsa are quite similar in 2015, the majority of growth in the category is driven by sales of dips, rather than salsa. MINTELAccording to Statista, within the fresh dip category of refrigerated dips and spreads, hummus was the best selling sub category. The sales trend of the Mediterranean favorite was exceptional over the past decade as a growing number of consumers were looking for a healthy and nutritious spread which is easy to make, as the ethnic dip provided $700 million in retail sales in 2014. Also according to Statista the US hummus market was dominated by the top-selling Sabra Dipping Company which controlled roughly 63% of the market in 2014.

The dips category reached sales of $2.8 billion in 2015, representing growth of 16% from 2010-15. While sales of dips and salsa are quite similar in 2015, the majority of growth in the category is driven by sales of dips, rather than salsa The dips category reached sales of $2.8 billion in 2015, representing growth of 16% from 2010-15. While sales of dips and salsa are quite similar in 2015, the majority of growth in the category is driven by sales of dips, rather than salsa

Pat

Competitive EnvironmentYogurt dips:Chobani:1.2m facebook/99.8k twitterMarzetti:74k facebookHidden valley:963k facebook/ 45.3k twitter

Guacamole:Wholly Guacamole:1.1m facebook/ 24.8k twitterYucatan:149k facebook/4k twitterOrtega:301k facebook/8k twitter

Hummus:Cedars:13k facebook/781 twitter Wild garden:22k facebook/1k twitter Tribe:100k facebook/6k twitter

Salsa:Tostitos:730k facebook/30.4K twitter Newman's Own:85k facebook/1,610 twitterOn The Border:1,740 facebook/11.7k twitter

file:///C:/Users/mmaldari/Desktop/sabra

Michael

Target Market*Millennials snack more than people of other age groups and frequently purchase chips and dips. They typically search for a wide variety of bold flavors and seek more options for their snacking habits. Mintel 2016*One group that is particularly likely to appreciate innovative flavors is males aged 25-34 who earn over 75k a year. This is a potential opportunity for highly unique, gourmet flavors or niche products. Mintel 2016

*Consumers of chips and dips are motivated by taste and indulgence than health related factors. Mintel 2016Lightspeed GMI/MintelLightspeed GMI/MintelLightspeed GMI/Mintel

Lightspeed GMI/Mintel

Julia

Current Marketing Mix

hummus is made with authentic ingredients, including:Fresh chickpeas (not pasteurized or from a can)Real Mediterranean sesame tahiniImported Mediterranean herbs and spicesSabra is proud to carry a full line of refrigerated dips, inspired by the flavors of the world. Our family of delicious products includes Greek yogurt veggie dips, salsa, vegetarian sides, and guacamole.Hummus are sold in 10oz for $3 or 17oz family size for $624oz Greek Yogurt Dips $616 oz Salsas $4.498 oz Guacamole $4Mediterranean Salads $4Single Serve $2

SWOT ANALYSIS

Strengths:Positive brand image with commitment to CSRCountrys best-selling hummusVariety of ProductsReputation as a healthy snack high in protein, fibersSabra Goes Green with PackagingFirst-of-its-kind global R&D facilityWeaknessesMore expensive than other dipsAnnual U.S. salsa sales are about $1.1 billion, more than twice those of flavored spreads like hummus.Only 26% of households regularly eat hummus.Opportunities:New product lines of healthy dips and spreadsGrowing demand for hummusThreats:CompetitionBrand name ties to Israel

Karens slide

New Product Recommendation Edamole is a dip made from edamame (green soybeans) very similar to guacamole, but edamame replaces avacado. edamame is considered a new super food, with incredible health benefits. makes a delicious dip and sandwich spread high in protein, but low in fat and calories. attractive to Sabras target market of women with families

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