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BACKGROUND STORY
On the 16th of January 2013 a story broke out in UK that horse DNA was foundin a frozen beef burger product
Since then horse meat has been found from several food products e.g. readymeals, meat balls and burger patties labelled as containing only beef
BACKGROUND STORY
On the 16th of January 2013 a story broke out in UK that horse DNA was foundin a frozen beef burger product
Since then horse meat has been found from several food products e.g. readymeals, meat balls and burger patties labelled as containing only beef
As a result of of these news the customers vanished resulting in a loss of
almost 1/2 of the frozen burger market and over 1/3 of the frozen beef market
MARKET SITUATION
£ 8,1 M
£ 6,1 M
0
5
10
2012 2013
£ M
Cumulative frozen beef category sales (weeks 1-12)
£ 8,1 M
£ 6,1 M
0
5
10
2012 2013
£ M
Cumulative frozen beef category sales (weeks 1-12)
- 24,1%
MARKET SITUATION
£ 8,1 M
£ 6,1 M
0
5
10
2012 2013
£ M
Cumulative frozen beef category sales (weeks 1-12)
-40
-30
-20
-10
0
1 2 3 4 5 6 7 8 9 10 11 12
%
week
Frozen beef category salesyear-on-year % change (weeks 1-12)
MARKET SITUATION
£ 8,1 M
£ 6,1 M
0
5
10
2012 2013
£ M
Cumulative frozen beef category sales (weeks 1-12)
-40
-30
-20
-10
0
1 2 3 4 5 6 7 8 9 10 11 12
%
week
Frozen beef category salesyear-on-year % change (weeks 1-12)
-30%
MARKET SITUATION
£13,7 M
£ 9,4 M
0
5
10
15
2012 2013
£ M
Cumulative frozen burger category sales (weeks 1-12)
MARKET SITUATION
£13,7 M
£ 9,4 M
0
5
10
15
2012 2013
£ M
Cumulative frozen burger category sales (weeks 1-12)
-31,2%
MARKET SITUATION
-60
-50
-40
-30
-20
-10
0
10
1 2 3 4 5 6 7 8 9 10 11 12
%
week
Frozen burger category salesyear-on-year % change (weeks 1-12)
£13,7 M
£ 9,4 M
0
5
10
15
2012 2013
£ M
Cumulative frozen burger category sales (weeks 1-12)
MARKET SITUATION
-60
-50
-40
-30
-20
-10
0
10
1 2 3 4 5 6 7 8 9 10 11 12
%
week
Frozen burger category salesyear-on-year % change (weeks 1-12)
£13,7 M
£ 9,4 M
0
5
10
15
2012 2013
£ M
Cumulative frozen burger category sales (weeks 1-12)
-45%
MARKET SITUATION
96 % of the consumers are aware of the horse meat scandal
76 % have expressed concern over the topic
66 % feel they have been misled by the labeling
CONSUMER RESPONSE
67 % are less willing to buy processed meat in the future
36 % of the frozen burger consumers have stopped buying the product
Those who still consume the product, buy it less frequently and buy less volume
CONSUMER RESPONSE
None of the retailers have been singled out as the culprit; allhave suffered a decrease in consumer trust
All retailers have suffered decreases in sales in certain food categories
Surveys indicate that consumers’ attitudes toward the retailersare shifting to positive
KEY INSIGHTS
KNOW
SHOW
• Complete supply chain and supplier audit• Review of HACCP plan
• Communication strategy• Consumers• Retail accounts
SUGGESTIONS FOR BEEFY BURT’S
KNOW
SHOW
GROW
• Complete supply chain and supplier audit• Review of HACCP plan
• Communication strategy• Consumers• Retail accounts
• Product development• New product development• Packaging development
SUGGESTIONS FOR BEEFY BURT’S