Global Food Survey 2012-2013: Market Trends, Marketing Spend and Sales Strategies in the Food Industry is a new report by Canadean that analyzes how global food industry supplier companies media spending, marketing, sales strategies and practices, and business planning, are set to change in 2012-2013. This report provides the current size of the marketing and advertising budgets of global food industry suppliers and how spending by suppliers will change, providing insight into global marketing behaviour. In addition, the report also identifies future growth of buyers and suppliers and M&A activity. This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorized by region, company type, and size.
Introduction and Landscape
Why was the report written?
This report is the result of an extensive survey drawn from Canadeans exclusive panel of 152 leading global food industry executives. The report provides data and analysis on global food industry suppliers media spending, marketing and sales strategies, and practices and business planning within the global food industry. This report includes key topics such as media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges, and sales tactics of leading suppliers within the global food industry. The report also identifies suppliers future growth, M&A, and investment expectations.Most secondary research reports are based on general industry drivers and do not understand the industry executives attitude and changing behaviours, creating a gap in presenting the business outlook of the industry. In an effort to bridge this gap, Canadean created this primary-research based report by gathering the opinions of multiple stake holders in the value-chain of the global food industry.
What is the current market landscape and what is changing?
Executives from the global food industry expect increased levels of consolidation, with 45% of respondents anticipating that there will be either a 'significant increase or an 'increase in mergers and acquisitions (M&A) activities over the next 12 months.
What are the key drivers behind recent market changes?
M&A activity is expected to increase as a result of margin pressure on manufacturers, shortage of skilled labour, increasing cost pressures, new consolidation opportunities, and the weak liquidity position of many small companies. The need to manage new cost or demand pressures, repay debts, comply with procedures, reduce operational expenses, and attain economies of scale, is also expected to drive M&A activity in the global food industry.
What makes this report unique and essential to read?
Global Food Survey 2012-2013: Market Trends, Marketing Spend and Sales Strategies in the Food Industry is a new report by Canadean that analyzes how food industry supplier companies media spend, marketing, sales strategies and practices, and business planning are set to change in 2012-2013. This report provides the current size of the marketing and advertising budgets of global food industry suppliers and how spending by global food industry suppliers will change, providing insight into global marketing behaviour. In addition, the report identifies future growth of buyers and suppliers and M&A activity. This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorized by region, company type, and size.
Key Features and Benefits
Project industry trends and revenue growth expectations in 2012 and make informed business decisions.
Drive revenues by understanding future product investment areas and key growth regions.
Uncover key challenges and opportunities and identify key actions required to maintain and win buyer business.
Formulate effective sales and marketing strategies by identifying how buyer budgets are changing and the direction of spend in the future. Better promote your business by aligning your capabilities and business practices with your customers changing needs.
Secure stronger customer relationships by understanding the behaviour and changing strategies of industry buyers.
Key Market Issues
Global food manufacturer industry respondents identify China to be the most important region for growth among emerging markets, along with India and the Middle East. Furthermore, Brazil and Indonesia are considered the two most important emerging markets by respondents from food manufacturing companies. With strong economic growth in China and India, along with a significant increase in household income, possibility of reduction in food prices due to ease of agri commodity prices, and changes in consumer attitude towards processed and healthy foods, makes them attractive to foreign investors.
Among food manufacturers, 59% of respondents rate 'responding to pricing pressure as the most important business concern in 2012, while 52% highlight 'cost containment. Food manufacturers highlight factors such as weather disruptions, increasing raw material prices, and increasing merger and acquisition activity as pricing pressure issues. Respondents operating in North America and the Rest of the World identify 'responding to pricing pressure and 'cost containment as leading business concerns in 2012. Furthermore, respondents from companies with leading operations in Europe identify 'responding to pricing pressure and 'market uncertainty as the leading business concerns in 2012.
The average size of the, annual marketing budget of global food industry supplier respondents is estimated to be US$3.5 million, as compared to US$2.5 million in 2011 and US$1.3 million in 2010.
Of respondents across the global food manufacturers industry, 58% are 'more optimistic about revenue growth for their company over the next 12 months than the previous 12 months. Reasons behind this include increased consumer demand towards health and wellness oriented food products, such as organic and gluten-free food, and increased growth of private label products.
The optimism level in the global food manufacturing sector is expected to be fuelled by increased consumer demand towards health and wellness oriented food products.
'Corporate and brand websites and 'email and newsletters are expected to register the highest investment, as identified by 43% and 42% of respective respondents. Conversely, 'outdoor advertisement, 'newspaper, 'radio, and 'television and video are expected to attract the least investment.
'Customer retention, 'brand building or awareness, and increasing 'online presence are identified as key marketing aims for global food industry supplier respondents, with 62%, 43%, and 33% of industry respondents expressing that these were very important aims.
An analysis of responses by food manufacturing companies reveals that 'new product development, 'machinery and equipment purchase, and 'IT infrastructure development will record a significant increase in capital expenditure over the next 12 months.
The most significant strategies that respondents from global food industry supplier companies will employ in 2012 are to 'focus sales efforts on generating new business and to 'invest in brand building, as agreed by 49% and 45% of industry supplier respondents respectively.
According to 37% of respondents from food manufacturing companies, headcounts in their organizations in 2012 are expected to increase steadily by up to 2%. However, 34% of respondents from food manufacturing companies anticipate 'no change in recruitment activity in 2012, which indicates that slow economic development in developed countries and market uncertainty could reduce recruitment activity.