THE NEW GOOD OF MILK Tetra Pak Dairy Index Issue 8 17 June 2015 - - PowerPoint PPT Presentation

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Revitalising dairy

THE NEW GOOD OF MILK

Tetra Pak Dairy Index Issue 8 17 June 2015

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The milk perception

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…and that was why we conducted a consumer perception study

► Research Methodology

− Quantitative − Online interviews − Countries: Germany, Spain, Thailand, USA, China, Brazil

► Sample Size

− About 200 interviews per country, a total of 1225

► Fieldwork Timing

− March 2015

► Target

− Representative samples of milk consumers or former milk

consumers

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Spontaneous associations

Adjectives, images, nouns or emotions

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Consumers’ response to negative stories

Q30:What's your response to these debates?

Most have no doubts about the goodness of milk

THAILAND TOTAL USERS USA CHINA BRAZIL SPAIN GERMANY TOTAL 1225 200 200 202 215 200 208 1148 77 TOTAL FORMER USERS TOTAL

I am convinced that milk is not good for people

6% 3% 4% 15% 7%

bf

3% 4% 6% 13%

h

I now have doubts about the goodness of milk

13% 7% 12% 8% 8% 9% 31% 12% 21%

h

I believe it comes down to how much you drink. Excessive consumption of any food can be bad

52% 67% 45% 57% 49% 51% 42% 52% 52%

I don't believe them at all

30% 24% 39% 19% 36% 38% 23% 31%

I

14% CY/2015-06-17 External

• Majority of consumers have no

doubts about the goodness of milk.

• 30% of the consumers say they don’t

believe negative stories, and more than 50% believe it comes down to how much you drink.

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It is one of the most natural food available It reduces the risk of fractures in women

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Reasons for drinking milk

Comparison Groups: ABCDEFG - Upper case letters indicate significance at the 95% level - Lower case letters indicate significance at the 90% level

(A) (B) (C) (D) (E) (F) (G) THAILAND TOTAL USA CHINA BRAZIL SPAIN GERMANY CURRENT USERS 1148 185 191 191 188 193 200 Q20:Why do you usually drink milk? Please rank the three most important reasons? Summary top 1 reason It is a good source of calcium 14%

B

8% 20%

ABE

14%

b

10% 16%

Be

14%

b

It is tasty 13%

DF

25%

ACDFg

10%

DF

5%

f

20%

ACDF

2% 17%

cDF

It is healthy 12%

F

10% 16%

F

16%

beF

10% 6% 12%

f

It is nutritious 11%

BG

6% 9% 14%

BG

11%

bg

18%

ABCeG

6% It is a good source of vitamin A and D 6%

BD

3% 7%

bD

2% 13%

ABcDG

8%

BD

5% It reduces the risk of osteoporosis 5%

CE

3% 3% 9%

aBCE

2% 7%

bCE

9%

BCE

It is an essential part of my diet 5%

d

7%

D

7%

Dg

3% 4% 6%

d

4% It is rich of protein 5%

C

3% 2% 5%

c

3% 8%

bCE

7%

bCE

4% 5% 4% 3% 3% 6% 5% It is refreshing 3%

CDFG

8%

ACDFG

1% 1% 9%

ACDFG

1% 1% It is natural and genuine 3%

G

4%

g

4%

G

4%

g

4%

G

3% 1% It is rich in minerals 3%

eF

4%

eF

2% 4%

eF

1% 1% 3%

f

It is suitable for everybody 2% 2% 4% 3% 3% 3% It is easy to digest 2%

C

3%

c

1% 1% 2% 4%

Cd

4%

C

It is suitable for children 2%

b

1% 3% 5%

aBEFG

1% 1% 1% It is suitable for a moment of relax 1% 3%

d

2% 1% 1% 2% 2% 1% 1% 1% 3%

cf

3%

cf

1% 2% It is recommended by nutritionists 1% 1% 1% 3%

c

1% 3%

bce

1% It reduces the risk of heart disease 1% 1% 1% 2% 1% 1% 2% It is suitable for adults 1% 1% 2% 2% 2% It is suitable for senior 1% 1% 1% 1% 1% 1% It reminds me of childhood 1% 2% 1% 1% 1% 1% It reduces the risk of breast cancer 1% 1% 1% 1% 1% It is recommended by dentists 0% 1% 1%

• Top reason for drinking milk in

developed markets is taste

• Consumers in developing markets

give their top reasons as “a good source of calcium” and a healthy, nutritious drink

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Consumer motivations

Three key reasons people cite for giving up milk are:

► I changed my habits for no particular reason - 27%

(essentially other more interesting choices)

► I no longer liked the taste - 26% ► I became Lactose intolerant - 21%

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What would bring people back to milk

Consumer motivations

Make it all natural Make it really digestible New flavours More calcium More protein Different smell

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Two factors influencing consumer choices

The desire for optimum health and wellness Increasingly busy, complex lifestyle

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Product innovation trends

Indulgence: Permissible Treats Pure Milk: The Natural Choice Designer Dairy: Made for Modern Life Milk 2.0: Personalised Products

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Indulgence

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Product innovation trends

INDULGENCE: Permissible Treats

ü Rewarding ü New consumption occasions ü Tasty and nutritious ü Wherever I want!

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Milk 2.0

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Product innovation trends

MILK 2.0: Personalized Products

ü Better for me ü “Minus” milks ü Value-added products ü High personalisation

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Designer Dairy

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Product innovation trends

DESIGNER DAIRY: Made for Modern Life

ü Meal replacement ü Sports recovery products ü On-the-go consumption ü Snacking

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Pure Milk

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Product innovation trends

PURE MILK: The Natural Choice

ü Environment ü Health concerns ü Back to basics ü ...It’s/I’m trendy!

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Effective communications

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Milk campaigns around the world

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Changing times for marketing milk

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The US:

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► Maintain the flow of positive messages ► Keep the scientific findings alive ► Build relationship with influencers ► Stay close, stay relevant, speak to the young

generation

− Social media − Word-of-mouth − The language and tone

► Align and communicate collectively

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Communications

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Exploring “the new good of milk”

► Innovate and be relevant ► Communicate and resonate

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Questions?