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"The Commissay - It's Worth the Trip". Brad McMinn Chief, Perishable Division. Thank YOU! For Making It Happen . Market Basket Change. Outlook. Consumers Adopting New Behavior to Save on Food. Consumers are economizing on food purchases: three trends have emerged in 2009:.

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Presentation Transcript
slide1

"The Commissay - It's Worth the Trip"

Brad McMinn

Chief, Perishable Division

slide2

Thank YOU!

For Making It Happen

consumers adopting new behavior to save on food
Consumers Adopting New Behavior to Save on Food

Consumers are economizing on food purchases:

three trends have emerged in 2009:

Saving money on eating out:switching from fine dining to fast foods and seeking supermarket meals solutions in place of restaurant fare

Saving in the store:buying more value brands, using coupons, buying basic ingredients and shopping with a plan

Switching store formats: buying at supercenters, warehouse clubs and limited assortment stores

Source: FMI Grocery Shopper Trends 2009

increased in home eating occasions
Increased In-Home Eating Occasions
  • Pressures from the turbulent economy are changing consumers behavior…
  • Consumers are doing MORE of:
    • Going out of their way to find bargains
    • Shopping multiple stores for the best price
    • clipping & redeeming coupons
    • Eating out less and
    • Reading supermarket circulars
  • Consumers are doing LESS of:
    • Dining out for lunch & dinner
    • Buying less organic produce & meats
    • Buying less Starbucks Coffee
    • Buying less Premium dark chocolate

6

Source: NGA, 2009 Consumer Panel Survey & Phil Lempert, Supermarket Guru & Mintel

fundamental changes in the way consumers are shopping today
Fundamental Changes in the way Consumers are shopping today . . .

Grocery Food Shopping

Source: Retail Forward ShopperScape, Feb/Mar/Apr 2009

they are seeking deals to avoid trading down
They are seeking deals to avoid trading down

Grocery Food Shopping

Source: Retail Forward ShopperScape, Feb/Mar/Apr 2009

patron summary
Patron Summary
  • Capitalize on Increased In-Home Eating Occasions
    • Consumers and Patrons eating out less: Restaurant quality & Healthy meals, conveniently prepared at home
  • Saving Money is a Priority
    • Increased use of coupons
    • Buying products on sale
    • Provide multiple pricing for value and stock up
  • Consumers are Time Stressed
    • Provide convenient home meals solutions, in both Frozen and Shelf Stable Grocery
    • Key in on innovation and flavor profiles that meet the needs of the Patrons: Dining out “At Home”, Convenience, Healthy Fit
  • Importance of Variety
    • Patrons expressed satisfaction with DeCA’s strong variety offering
    • DeCA Point of difference versus Grocery & Club channels

9

club packs meet the need
Club Packs Meet The Need!
  • Economic Trends and DeCA Purchase Patterns

FAVOR Club Packs!

      • Average 18 times a year – Stock Up
      • Perceived as Better Value
      • Value overrides variety & convenience
  • Create Excitement
    • Opportunity for COMMUNICATION!
    • REWARD EXECUTION!
fytd deca sales june 2009 k
FYTD DeCA SalesJune 2009 ($K)

* Sales through June 2009

fytd europe sales june 2009 k
FYTD Europe SalesJune 2009 ($K)

Sales through June 2009