NATIONAL MANGO BOARD August 18, 2020 - Manuel Michel, , linkedin.comin/manuel-michel-3b62101b/ Adrian Tennant ...
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
NATIONAL MANGO BOARD August 18, 2020 Manuel Michel, mmichel@mango.org, linkedin.com/in/manuel-michel-3b62101b/ Adrian Tennant, atennant@bigeyeagency.com, linkedin.com/in/adrianctennant/ Tricia Bramley, tbramley@mango.org, linkedin.com/in/triciabramley/
Manuel Michel Executive Director National Mango Board mmichel@mango.org linkedin.com/in/manuel-michel-3b62101b/
MANGO IMPORT VOLUME 20 Monthly Arrivals at U.S. Entry Ports 18.6 Boxes (4 kg) in Millions 18.4 18 2019 2020 15.2 15.4 16 13.5 14 12 9.6 9.2 10 8.8 8.4 8.3 7.7 8 6 4.9 4 2 0 Jan Feb Mar Apr May Jun 5 MANGO IMPORT VOLUME H1 2020 = Weekly Arrivals at U.S. Entry Ports +0% YoY Boxes (4 kg) in Millions 4 2019 2020 3 2 1 January February March April May June 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 3 Sources: National Mango Board and USDA Market News
WHOLE MANGO AT RETAIL H1 2020 = Volume Velocity and Avg. Price +5% YOY 400 389 $4.00 343 Units / Store / Week 2019 Volume Velocity 2020 Volume Velocity 331 2019 Avg. Price 2020 Avg. Price 307 300 $3.00 238 245 241 202 200 153 175 168 $2.00 142 $1.23 $1.17 $1.05 $0.94 $0.88 100 $1.06 $1.00 $0.98 $1.00 $1.05 $0.94 $0.82 $0.78 0 $- Jan Feb Mar Apr May Jun WHOLE MANGO AT RETAIL H1 2020 = Sales Velocity +10% YOY $400 Sales / Store / Week 2019 Avg. Sales 2020 Avg. Sales $304 $301 $289 $300 $270 $250 $252 $229 $202 $196 $200 $175 $162 $171 $100 $0 Jan Feb Mar Apr May Jun Sources: Nielsen Answers on Demand® (26 weeks ending 6/27/20)
FRESH-CUT MANGO AT RETAIL Volume Velocity and Avg. Price 40 $20.00 Units / Store / Week 2019 Volume Velocity 2020 Volume Velocity 2019 Avg Price 2020 Avg Price H1 2020 = 30 -1%$15.00 YOY 21 21 21 20 21 21 18 19 19 20 17 16 17 $10.00 $4.90 $4.64 $4.98 $5.05 $5.01 $4.98 10 $5.00 $4.79 $4.63 $4.87 $4.86 $4.80 $4.88 0 $- Jan Feb Mar Apr May Jun FRESH-CUT MANGO AT RETAIL H1 2020 = Sales Velocity +3% YOY $125 Sales / Store / Week 2019 Sales Velocity 2020 Sales Velocity $107 $101 $105 $104 $101 $95 $96 $93 $100 $82 $87 $83 $81 $75 $50 $25 $0 Jan Feb Mar Apr May Jun Sources: Nielsen Answers on Demand® (26 weeks ending 6/27/20)
FROZEN MANGO Import Volume 9,000 8,519 2019 2020 8,000 H1 2020 = +22% YOY 7,000 6,703 5,951 Metric Tons 6,000 5,813 5,000 4,535 4,508 4,644 4,200 3,942 3,795 4,000 3,756 3,459 3,000 2,000 1,000 0 Jan Feb Mar Apr May Jun Sources: USDA-FAS Global Agricultural Trade System (GATS) Online
FROZEN MANGO AT RETAIL H1 2020 = Volume Velocity and Avg. Price +29% YOY 20 19 $8.00 2019 Volume Velocity 2020 Volume Velocity 18 18 2019 Avg. Price 2020 Avg. Price 17 Units/Store/Week 15 14 $6.00 13 13 13 13 12 12 12 $4.55 $4.40 $4.56 $4.24 $4.09 $4.22 10 $4.12 $4.14 $4.14 $4.12 $4.00 $4.03 $4.17 5 $2.00 - $0.00 Jan Feb Mar Apr May Jun FROZEN MANGO AT RETAIL H1 2020 = Sales Velocity +39% YOY $100 $88 Sales / Store / Week 2019 Avg. Sales 2020 Avg. Sales $84 $74 $78 $75 $52 $55 $52 $51 $52 $53 $52 $49 $50 $25 $0 Jan Feb Mar Apr May Jun Sources: Nielsen Answers on Demand® (26 weeks ending 6/27/20)
Summary: 2020 U.S. Mango Market ● Overall, mango market has experienced an increase in consumer demand during the first half of 2020 ● Fresh-whole and fresh-cut mango had to overcome distribution challenges in early April, but rebounded into May and June ● Frozen mango has had higher than normal supply and demand during the first half of 2020
Unprecedented Disruption “Never before in the recent past of of our nation have we been forced to confront the magnitude of abrupt changes that COVID-19 circumstances foisted upon us all. So the food industry… suddenly found itself facing an unprecedented disruption.” David Fikes, Executive Director, FMI Foundation
Unprecedented Disruption US Economy Suffers Historic Stimulus Checks Drive Restaurant Industry Food Delivery Surges Slowdown Increased Food Sales Collapses
US Economy Suffers Historic Slowdown Amid Pandemic -33% Decline in GDP in the second quarter of 2020 US Bureau of Economic Analysis, July 2020; Statista, July 2020
How Americans Used Their Stimulus Checks 59% of surveyed households said they used, or planned to use, their stimulus payment for food during the COVID-19 pandemic Weekly Household Pulse Survey, US Census Bureau, July 9-14 2020; Statista, July 2020
Foodservice Collapse Year-over-year change in seated diners at restaurants on the OpenTable network, including online reservations, phone reservations, and walk-ins OpenTable, March 2020; Statista, March 2020
Changes in Where Consumers Shop Shop at fewer stores 40% 78% Shop online more Avoid stores I usually shop at 28% 15% of shoppers have made a Changed store I shop at most frequently 11% change to where they shop as a result of the Shop at different types of stores 10% COVID-19 pandemic No longer shop in-store 10% FMI and The Hartman Group, June 2020
Changes in How Consumers Shop Spend more money each visit 44% 89% Shopping trips are faster Purchase a narrower range of products 32% 25% of shoppers have made a change to how they shop as a result of the COVID- Spend more money online 16% 19 pandemic FMI and The Hartman Group, June 2020
Changes in Who Shops for Grocery Items Only one person shops when previously 24% 36% two or more shopped Someone outside the household (e.g. a 11% relative or friend) shops of shoppers have made a change to who shops Different person in household shops now 3% as a result of the COVID- 19 pandemic FMI and The Hartman Group, June 2020
Cooking at Home More, Eating Healthily Cook more of my meals 41% 36% Plan more meals in advance 27% of shoppers report healthier eating habits, Try new dishes more often 20% compared to before COVID-19. FMI and The Hartman Group, June 2020
E-Commerce: Years Happening in Weeks Bank of America, U.S. Department of Commerce, ShawSpring Research, 2020
Food and Beverage: Fastest Growing E-Com Category 58% Year-over-year growth of food and beverage items purchased via digital channels in 2020 eMarketer, May 2020
Grocery Delivery and Pickup: Sales Growth 233% Sales growth between August 2019 and March 2020 80% Sales growth between March and June 2020. Sales of grocery delivery and pickup in the United States in August 2019 and March to June 2020 (in billions US dollars) Statista, July 15, 2020
Winners: Delivery and Pickup Estimated year-over-year increase in Amazon Fresh orders. 323% eMarketer, July 2020; Statista, July 2020; MarketWatch, July 2020; Quartz, April 2020; Edison Trends, April 2020, CNBC, June 2020.
Implications
New Habits? 88% 48% 38% of adults expect a of adults expect to of respondents persistent change prepare meals expect to to cooking, dining, more frequently eat out less often and shopping habits
Tricia Bramley Director, Marketing & Communications National Mango Board tbramley@mango.org linkedin.com/in/triciabramley/
Break or Pivot? What happens with retail? With foodservice? How do we reach consumers now? How do we look to the future? 26
The Retail Pivot 27
The Retail Pivot In-Store Sampling Paused Retailers conserve floor space Shoppers make trips quick 28
The Retail Pivot 29
The Retail Pivot: Frozen We focused on narratives we could control and amplify in a world of chaos and uncertainty • Build awareness and consumption of frozen mangos Increase overall knowledge • Leverage consistent availability and versatility • Leverage packing 30
The Foodservice Pivot 31
The Foodservice Pivot “Restaurants and employees are feeling the catastrophic effect of the COVID-19 pandemic across the country. Since March 1, the industry has lost more than 3 million jobs and $25 billion in sales, and roughly 50% of restaurant operators anticipate having to lay off more people in April.” – National Restaurant Association Keep mangos top of mind with operators, chefs, and media • Recipe and content development • Chef’s video series – techniques and how to’s • Advertising – social media, foodservice trade publications, advertorials, and partnerships • Social good opportunities 32
The Social Pivot 33
The Social Pivot Targeting Targeted ads based Interactive campaigns Paid activations Sponsored posts on archetypes and partnerships • Multiple variations of ads • Performance constantly evaluated and adjusted • Social listening to stay aware of concerns and conversation 34
The Social Pivot Mango Madness Happier Hours and Demos Recipe Development Instagram Stories Simple recipes Recipe inspiration execution Nutrition focus Travel through taste Vote on favorite Easy to make at home Tap into ‘Quarantine recipes. One will win! Kitchen’ initiatives 35
The Web Pivot 36
The Web Pivot Targeted Landing Pages • Copy and imagery matched every ad we ran • Benchmarked all of our metrics before we ran our ads • A/B tested placement and UX for optimization • Retargeted for additional messaging 37
The Full Plan Pivot: Results 38
The Full Plan Pivot Results On the web: • Users are up 98% through June • New Users are up 102% • Pageviews are up 112% • Pages per session are up almost 10% • Average session duration is up 11% On social: • Audience growth is up 12% • Total engagements is up 60%
Pivoting into 2021 40
The Full Plan Pivot: What Next? We don’t know what 2021 will look like, so we’re using this time period to our advantage • Data is king! • Learning about our consumers: what makes them tick? What do they need from us? • Finding more archetypes to focus on • Optimize our user experience journeys on our sites • Enhance our partnerships with retailers and influencers And now it’s time to get back to basics • Create exciting meaningful content that resonates and educates • Enhance our future programs with this data 41
Thanks for attending! Manuel Michel, mmichel@mango.org, linkedin.com/in/manuel-michel-3b62101b/ Adrian Tennant, atennant@bigeyeagency.com, linkedin.com/in/adrianctennant/ Tricia Bramley, tbramley@mango.org, linkedin.com/in/triciabramley/ 42
https://www.usatoday.com/story/money/food/2020/03/0 6/costco-samples-coronavirus-suspends-free- samples/4980216002/ 43
You can also read