Convenience on the move
Convenience on the move
Insights from Dutch food retailing June 2012 Özden Kilic
www.innovadatabase.com
Case: AH to go
Key drivers for convenience on the go
www.innovadatabase.com
Convenience on the go: Purchasing logic
H
On the go consumption
Relative price
To consume at-home/office
Daily stock / Forgotten groceries
L
Time to consume
H
www.innovadatabase.com
Convenience on the go: Purchasing logic
H
On the go consumption
Relative price
To consume at-home/office
Daily stock / Forgotten groceries
L
Time to consume
H
www.innovadatabase.com
Convenience on the go: Purchasing logic
H
• •
On the go consumption
Store size: 75-150 m² Number of SKU’s: + 1,000
Relative price
To consume at-home/office
• • •
L
Time to consume
Fast and easy to obtain To consume on the move ‘Forgotten’ groceries
Daily stock / Forgotten groceries
H
www.innovadatabase.com
AH TO GO: Creating the market
Albert Heijn created itself a new market segment with the AH to go concept, focusing on ‘convenient, tasty and healthy’ products.
www.innovadatabase.com
The ‘new’ AH to go concept
Albert Heijn renewed the to go concept, which will emphasize even more on the ready-to-eat convenience.
Albert Heijn created itself a new market segment with the AH To Go concept focusing on ‘convenient, tasty and healthy’ products.
www.innovadatabase.com
Impressions from the first new AH to go Fresh sandwiches
Need a boost?
Power tools Virtual bites
Alternative
Or… an apple? Instant overview www.innovadatabase.com
AH to go Locations • •
A1 high-traffic locations Servex operates all shops at stations (39 to go’s).
? ? www.innovadatabase.com
AH to go product examples: Healthy snacking
AH Three Is A Crowd Yogurt and fruit shaker. A fruit shaker with pieces of apple, pineapple and grapes, a sachet of yogurt and crunchy cereals on top. Mix and eat.
AH Mashed Mango. Mango fruit puree in a stand-up pouch. Freshly mashed. With “healthier choice logo”.
AH Skinny Dipping Cucumber, carrot and radishes with yogurt dip. With ‘Healthier choice’ logo, which points out healthier choices in a group of basic products. www.innovadatabase.com
AH to go product examples: Tapas AH Three Steps To Heaven Tapas. Taggia olives, fuet, herb cheese.
AH Three Steps To Heaven Tapas. Serrano ham, goat’s cheese, fig bread.
AH Filled With Olive. Olives with pepper. With a fork.
AH Cut The Wrap Fish Tortilla Snack 4x. With tuna and salmon.
www.innovadatabase.com
HEMA’s station stores
www.innovadatabase.com
HEMA: Known for its quality Coffee service
Wraps to go
•
•
HEMA is known for quality products, with a differentiating design and attractive price. Servex also runs 11 HEMA station-stores – Non-food products for travelers with little time shop (e.g. writing, socks, lingerie, umbrellas) – Food to eat on the move or to take home (e.g. ready meals, meal salads, sandwiches, fresh juices, bakery products and HEMA sausage) www.innovadatabase.com
HEMA: Food assortment
Wine Juices
Salads
Dairy drinks Ready meals Fruit
Breakfast/lunch
Sandwiches
Drinks
Salads www.innovadatabase.com
HEMA product examples: A variety of convenience HEMA Yog/hurt Full Cream Natural Yogurt With Muesli.
HEMA Squeeze It Apple Puree. Four stand-up pouches with apple puree. No sugar added.
HEMA Mini’s. Filet Americain natural, Filet Martino, Creamy Spreadable pâté, and Chive Cream Cheese. For bread or toast. www.innovadatabase.com
www.innovadatabase.com
Germany: REWE TO GO
www.innovadatabase.com
REWE TO GO: Good/bad news for AH?
www.innovadatabase.com
Convenient range of products Ein, zwei, drei, vier, fünf sechs Mal…
ATV low Transactions high Combideal Healthy to go
+: tight design -: less clear
www.innovadatabase.com
Belgium: DELHAIZE Shop’n go
www.innovadatabase.com
DELHAIZE Shop’n go
www.innovadatabase.com
Delhaize virtual convenience
Time is money...
www.innovadatabase.com
Tesco expands Korean virtual store concept
www.innovadatabase.com
Trends and examples
www.innovadatabase.com
Ready meals continue growth in the Netherlands
www.innovadatabase.com
BP drive-in: Ready meal pilot •
BP is testing sales of ‘easy ready meals for home’ at 16 gas stations.
Asian meals
Steam meals Unox Creamy Tomato Soup (2011): Creamy tomato soup with mascarpone cheese, in a 570ml foil pouch. Claims/Features: Without additives. No artificial flavorings. Contains 190g vegetables per portion. Heat up, do not boil. After opening consume within 24 hours. Price in retail: €2.19 – Price at BP: €4.49
Fresh pizza
www.innovadatabase.com
Prepared salads: Increasing variety •
Salads incorporating elements such as red rice, olives, potatoes and tuna offer product difference, variety and great nutritive value.
Netherlands: Albert Heijn Maaltijdsalade Nicoise: Tuna Salad with Olives. Tuna salad with olives, potatoes, spring beans and a separately packed vinaigrettedressing, in a plastic container.
Netherlands: Hema Griekse Rauwkost: Salad with Soft Cheese and Olives. Mixed vegetables with 14% soft white cheese and olives, in a plastic film-wrapped tray. www.innovadatabase.com
Snacking: Convenient snacks to take home •
Alternatives for on-the-go snacking: Heat & Eat snacks
The Netherlands: Qizini Heat & Eat Kebab Focaccia Sandwich Fresh focaccia sandwich with kebab meat, cheese and garlic sauce, in a paper bag.
The Netherlands: Qizini Heat & Eat Prosciutto Panini: Prosciutto Sandwich Description: Fresh Italian sandwich with prosciutto ham, cheese and tomato sauce, in a paper bag. www.innovadatabase.com
Thank you for your attention •
Please send us your questions, comments and feedback.
[email protected] Innova Market Insights Marketing 22 6921 RE Duiven The Netherlands Tel: +31 26 319 2006 Fax: +31 26 319 2009 www.innovadatabase.com
www.innovadatabase.com
Insights from Dutch food retailing June 2012 Özden Kilic
www.innovadatabase.com
Case: AH to go
Key drivers for convenience on the go
www.innovadatabase.com
Convenience on the go: Purchasing logic
H
On the go consumption
Relative price
To consume at-home/office
Daily stock / Forgotten groceries
L
Time to consume
H
www.innovadatabase.com
Convenience on the go: Purchasing logic
H
On the go consumption
Relative price
To consume at-home/office
Daily stock / Forgotten groceries
L
Time to consume
H
www.innovadatabase.com
Convenience on the go: Purchasing logic
H
• •
On the go consumption
Store size: 75-150 m² Number of SKU’s: + 1,000
Relative price
To consume at-home/office
• • •
L
Time to consume
Fast and easy to obtain To consume on the move ‘Forgotten’ groceries
Daily stock / Forgotten groceries
H
www.innovadatabase.com
AH TO GO: Creating the market
Albert Heijn created itself a new market segment with the AH to go concept, focusing on ‘convenient, tasty and healthy’ products.
www.innovadatabase.com
The ‘new’ AH to go concept
Albert Heijn renewed the to go concept, which will emphasize even more on the ready-to-eat convenience.
Albert Heijn created itself a new market segment with the AH To Go concept focusing on ‘convenient, tasty and healthy’ products.
www.innovadatabase.com
Impressions from the first new AH to go Fresh sandwiches
Need a boost?
Power tools Virtual bites
Alternative
Or… an apple? Instant overview www.innovadatabase.com
AH to go Locations • •
A1 high-traffic locations Servex operates all shops at stations (39 to go’s).
? ? www.innovadatabase.com
AH to go product examples: Healthy snacking
AH Three Is A Crowd Yogurt and fruit shaker. A fruit shaker with pieces of apple, pineapple and grapes, a sachet of yogurt and crunchy cereals on top. Mix and eat.
AH Mashed Mango. Mango fruit puree in a stand-up pouch. Freshly mashed. With “healthier choice logo”.
AH Skinny Dipping Cucumber, carrot and radishes with yogurt dip. With ‘Healthier choice’ logo, which points out healthier choices in a group of basic products. www.innovadatabase.com
AH to go product examples: Tapas AH Three Steps To Heaven Tapas. Taggia olives, fuet, herb cheese.
AH Three Steps To Heaven Tapas. Serrano ham, goat’s cheese, fig bread.
AH Filled With Olive. Olives with pepper. With a fork.
AH Cut The Wrap Fish Tortilla Snack 4x. With tuna and salmon.
www.innovadatabase.com
HEMA’s station stores
www.innovadatabase.com
HEMA: Known for its quality Coffee service
Wraps to go
•
•
HEMA is known for quality products, with a differentiating design and attractive price. Servex also runs 11 HEMA station-stores – Non-food products for travelers with little time shop (e.g. writing, socks, lingerie, umbrellas) – Food to eat on the move or to take home (e.g. ready meals, meal salads, sandwiches, fresh juices, bakery products and HEMA sausage) www.innovadatabase.com
HEMA: Food assortment
Wine Juices
Salads
Dairy drinks Ready meals Fruit
Breakfast/lunch
Sandwiches
Drinks
Salads www.innovadatabase.com
HEMA product examples: A variety of convenience HEMA Yog/hurt Full Cream Natural Yogurt With Muesli.
HEMA Squeeze It Apple Puree. Four stand-up pouches with apple puree. No sugar added.
HEMA Mini’s. Filet Americain natural, Filet Martino, Creamy Spreadable pâté, and Chive Cream Cheese. For bread or toast. www.innovadatabase.com
www.innovadatabase.com
Germany: REWE TO GO
www.innovadatabase.com
REWE TO GO: Good/bad news for AH?
www.innovadatabase.com
Convenient range of products Ein, zwei, drei, vier, fünf sechs Mal…
ATV low Transactions high Combideal Healthy to go
+: tight design -: less clear
www.innovadatabase.com
Belgium: DELHAIZE Shop’n go
www.innovadatabase.com
DELHAIZE Shop’n go
www.innovadatabase.com
Delhaize virtual convenience
Time is money...
www.innovadatabase.com
Tesco expands Korean virtual store concept
www.innovadatabase.com
Trends and examples
www.innovadatabase.com
Ready meals continue growth in the Netherlands
www.innovadatabase.com
BP drive-in: Ready meal pilot •
BP is testing sales of ‘easy ready meals for home’ at 16 gas stations.
Asian meals
Steam meals Unox Creamy Tomato Soup (2011): Creamy tomato soup with mascarpone cheese, in a 570ml foil pouch. Claims/Features: Without additives. No artificial flavorings. Contains 190g vegetables per portion. Heat up, do not boil. After opening consume within 24 hours. Price in retail: €2.19 – Price at BP: €4.49
Fresh pizza
www.innovadatabase.com
Prepared salads: Increasing variety •
Salads incorporating elements such as red rice, olives, potatoes and tuna offer product difference, variety and great nutritive value.
Netherlands: Albert Heijn Maaltijdsalade Nicoise: Tuna Salad with Olives. Tuna salad with olives, potatoes, spring beans and a separately packed vinaigrettedressing, in a plastic container.
Netherlands: Hema Griekse Rauwkost: Salad with Soft Cheese and Olives. Mixed vegetables with 14% soft white cheese and olives, in a plastic film-wrapped tray. www.innovadatabase.com
Snacking: Convenient snacks to take home •
Alternatives for on-the-go snacking: Heat & Eat snacks
The Netherlands: Qizini Heat & Eat Kebab Focaccia Sandwich Fresh focaccia sandwich with kebab meat, cheese and garlic sauce, in a paper bag.
The Netherlands: Qizini Heat & Eat Prosciutto Panini: Prosciutto Sandwich Description: Fresh Italian sandwich with prosciutto ham, cheese and tomato sauce, in a paper bag. www.innovadatabase.com
Thank you for your attention •
Please send us your questions, comments and feedback.
[email protected] Innova Market Insights Marketing 22 6921 RE Duiven The Netherlands Tel: +31 26 319 2006 Fax: +31 26 319 2009 www.innovadatabase.com
www.innovadatabase.com
