Embed Size (px)
Citation preview
TRENDIKako jih izkoristiti za rast svoje FMCG znamke
Igor Kastelic
FMCG24124
SALES
2018 – 2021_
Central Europe Gillette commercial leader
2017 – 2018_
E-IMEA Shave Care regional trade marketing leader
2016 – 2017_
Central Europe Corporate MS&P
2013 – 2016_
Commercial Leader Hun-Cro-Slo
2011 – 2013_
Central Europe Initiative Delivery Leader
2008 – 2011_
MS&P PL HairCare and OralCare CES
2005 - 2008
Country leader Slovenia
2004 - 2005
CMO Paper & HomeCare SloCro
2002 - 2004
Instore Innovation m. for SloCro
2000 - 2002
Key account manager
1999 - 2000
Van Selling account manager
1998 - 1999
Account Manager
TREND NASVET PRIMER
Consumption with Meaning
The Big Europe Trends – Now and Next
Premiumization
New Needs & Jobs
New Shopping Expectations
Subscriptions
Hygiene +
Protection &
Wellness
1.
Hygiene: Protection & Wellness
New dimensions of Hygiene emerge:Protection and Wellness
Protective Health
PROTECTION
Immunity PreservationMake Me Feel Well
Protect Mental Wellbeing
Give Me Pleasurable Experiences
WELLNESS
Source: Europe A&I – ‘What’s Next’ based on advanced Social Listening, and multisources analysis qualitative and quantitative in Europe. Full document available on demand.
HYGIENE +
Grounded in Science
Communication/Products1. Positive aspirational tonality
2. Role of scent and texture (indulge routines via smell and touch/feel)
3. Hero combination of natural and scientific backed ingredients
4. Bringing the outside inside homes (smell, space, air, people…)
5. Establish connection between physical, hygienic security and fortified
mental well being. To be clean on the outside (clothes/home/outer
body) is to feel good inside.
New dimensions of Hygiene are leading to many opportunities
Source: Europe A&I – ‘What’s Next’ based on advanced Social Listening, and multisources analysis qualitative and quantitative in Europe
Hygiene + Protection
Dettol UK Feb’21
Hygiene + Wellness
Colgate US partnership with HUM meditation app. Dec’20.
2.
New needs & jobs
New Needs & Jobs-to-be-done :
Indulgence via more sensorial and pleasurableexperiences
Source : Social Listening – 20Mios+ Posts & Search UK BlackSwan and Kantar STAN January 2021. Comparison timeline: March’20 to date, compared to pre COVID period.
x5Search on
‘Home
Fragrance’,
‘Perfume’
‘Candles’.
x2Search on
‘Cleanser’,
‘Moisturiser’, ‘Serum’.
Face, Hands, Body
‘Reach more parts of
Body’
>460 000Conversations ‘Home
SPA Salon’‘Boredom Cleaning’ is a
popular topic
New Needs & Jobs-to-be-done :
Win on what matters. New drivers of Superiority
Source : Social Listening – 20Mios+ Posts & Search UK BlackSwan and Kantar STAN January 2021. Comparison timeline: March’20 to date, compared to pre COVID period.
SEEPackaging: more
‘sophistication,
convenience,
exclusive solutions,
holistic brand
experience’ via
packaging.
Increased Search and Conversations Priorities:
SMELLScent : ‘mood
uplifiting scents,
scents that promote
tranquility, prevent
anxiety, awaken
your senses’.
TOUCH/FEELTextures : ‘soothes
irritations,
gentle/care for
dry skin, smoothes
body, hair repair’.
Needs & Jobs-to-done
Consider Out of Home, since mobility is back
Hygiene Occasions:Back to work, school,
restaurant, transportation,
gym, travel area, etc.
Jobs to consider:Mask effect on Skin (dryness, acne)
Oralcare (bad breadth).
Fabric Care/Shavecare/Haircare/Oralcare: increased care for my ‘look’, for my
appearance.
Be at my very best in society.
ON-the-go solutions (convenient sizes).
Source : Streetbees Health & Hygiene Study Europe Nov.20 inspiration from A&I China– March 2021. Europe A&I consumers’ in-touch program Jan.21
King C. Gillette:
For Men with Facial Hair
HIGHLY RESTRICTED
3.
Consumption with meaning
Sustainability, Local
54%of European consumers
are MORE concerned
about sustainability than
they were pre-COVID-19
Source: P&G Coronapulse Toluna Europe April 2020 / Europanel Who Cares Who Does CYTD 2020 vs CYTD 2019
Top-3 Concerns on Sustainability in Europe
Consumption with Meaning : Sustainability
#1Climate
Change
#2Plastic
Waste
#3Air
Pollution
Packaging
Product
Cooperation
Source: P&G Coronapulse Toluna Europe April 2020 / Europanel Who Cares Who Does CYTD 2020 vs CYTD 2019
Recycle
HIGHLY RESTRICTED
VENUS RESTAGE
N O W I N T R O D U C I N G : O U R F I R S T S U S T A I N A B L E D I S P O
…WITH 100% RECYCLABLE PACKAGING and PCR in the product
3B WITH
RECYCLED PLASTIC
2B WITH
RECYCLED PLASTIC
Source: Foresight Factory UK online survey and Accenture Global Trends Survey - June 2020
Consumption with Meaning : Local
46%of consumers
will continue to
shop more
LOCAL post-
outbreak
• Gillette – nogomet
• H&S z zastavami
• Kupujte lokalno
4.
Premiumization
Premiumization is here to stay
67%Are interested in
buying NEW products
regardless of
Covid-19
44%Of breakthrough
innovations tracked
by Nielsen in 2020 are
PREMIUMproducts
Source : Nielsen BASES EUROPE Year 2020 Top 25 Breakthrough Innovations Report – December 2020.
“I want to have new experiences, and little treats to indulge”
Premiumization is here to stay
Source : Nielsen BASES EUROPE Year 2020 Top 25 Breakthrough Innovations Report – December 2020.
Go super premium
5.
New shopping expectations
New Shopping Expectations
Source : Nielsen EU Shopper Snapshot – MAT ending P12 2020 – FMCG scope – 7 countries include UK, Germany, France, Spain, Italy, Switzerland and Portugal. Kantar HHP Penetration Europe P12M Dec.2020.
Almost 1in2 (46%) European consumers buy
FMCG online regulary.
E-commerce
Proximity channel
- Mobility is back
- Browsing !
- Winning through visibility
New Shopping Expectations
Source : P&G Toluna Online Survey Nov.20-24 - 10 EU markets 350 respondents each. A&I Europe Intouch program OND 2020.
“I went back to the
store, to find new
products, and smell
different fabric softners
fragrances in the
shelf...”
+15%Increased attention to
new products and offers
Both online and in the
stores
6.
Subscriptions drive passive commerce
Subscriptions refer to systems of automatic orders, sent to consumers on a recurring basis.
Largely centered around novelty today, subscriptions willevolve into a form of passive way to replenish householdgoods.
Gillette Station
Control
1
Holder
2
Reminder
3
Chewy is a US-based e-commerce pure player, focused on pet products such as pet food.
According to the company, Chewy receives 70% of its sales from automated subscriptions.
Povzetek
Consumption with Meaning :
Sustainability, Local
The Big Europe Trends – Now and Next
Premiumization : Go super-premium
New Needs & Jobs :
Out of home, jobs to consider
New Shopping Expectations: Visibility
Subscriptions drive passive commerce –
ready?
Hygiene +
Protection &
Wellness
