Articles on this page are written by Bord Bia staff to highlight activity and developments relevant to our clients. These can be linked with new insight, market access or activation or any of the other initiatives from Bord Bia as well as developments in the market that clients need to know about.
The frozen category within the retail channel has been very well positioned to service the change in shopping and consumer behaviors as result of the Covid 19- pandemic, and this has been particularly true in the critical UK market. Responding to that and setting Irish client companies up for success, Bord Bia commissioned an extensive research project titled ‘Future of Frozen UK’. The objective of the research is to land on a series of innovation platforms which can translate into commercial opportunities for Irish frozen suppliers who operate in the UK market. These will help guide future strategy, product development and communication for the frozen sector.
In March and April of last year we were living through a scary and difficult period, the first weeks and months of the large-scale impact of Covid-19. From a shopper insight point of view, we remember the supermarket shelves running low as shoppers filled trollies. In the beef category, there was an increase in the purchase of beef. Shoppers sought comfort, to treat themselves a bit more and replace their restaurant experience (Bord Bia’s Covid Indicators, 2020). Beef played an important role in delivering this comfort, especially steak.
With 80% of craft beer and cider revenue streams shut off overnight, the entire industry was forced to pivot from on-trade to off, targeting online sales and off-trade outlets. This strategy has been a big success and we believe the amount of new consumers who entered the category will continue to look for and request craft beer/cider when the on-trade reopens and the world returns to normality.
In recent years we have seen strong growth in the value of Irish exports of dairy ingredients to West Africa, where Irish suppliers hold a strong presence in the dairy ingredients market. This has been driven by exports of fat-filled milk powder (FFMP). To understand the trends in the region better, Bord Bia Thinking House, supported by the Bord Bia office in Lagos, conducted research in Ghana, Cote d’Ivoire and Senegal, three of the most significant markets for dairy ingredients in the region.
An article from WARC on building an insights led organisation states clearly that a consumer-centric approach drives business growth and, and to develop consumer-centric strategy a business must be insight led (WARC, 2017). Bord Bia’s Knowledge and Market Intelligence Team provides access to insight reports from a range of databases. Here are some must read new sources of insight from these world leading information providers.
The third in a three-part series of Insightful Articles, this article will look at the Insight Study that was recently commissioned and completed by Bord Bia, which focused on the In Store Bakery (ISB) category in Great Britain. To review the first two articles in this series (Setting the scene for the Instore Bakery report by Margaret McCarthy & Key Insights for In Store Bakery Growth in Great Britain by Klara Lynch) you can click here.