March 2007
RN March07Contents ●
■ inside view
Magazine Distribution A Hot Issue The issue of magazine delivery and box-outs is one that has been troubling retailers for years, but the problem is now reaching crisis point, with many retailers around the country calling for massive changes to the way distributors handle magazines. The Convenience Stores and Newsagents Association (CSNA) has submitted a number of objections to to proposed merger between Eason & Son and Menzies, which it feels could worsen the situation even further for small retailers. Our Chief News Reporter Pavel Barter finds out what the issues are for retailers and how current distribution practices are causing them enormous headaches (Page 4). Another burning issue for retailers is the continued rising cost of doing business in Ireland. Paul Kelly, Director of Food, FDII, estimates that some grocery products are set for cost hikes of up to 20% to offset increasing costs (Page 7). We also investigate what is driving market growth throughout the Western world (Page 10), and examine the effects of the discounters, Aldi and Lidl, across Western Europe (Page 11). Also this issue, retail consultant Karen Meenan asks if retailers really understand their News Rack (Page 18). Do you know the top selling magazines in your store? If not, you could be losing out on some serious sales, particular when it comes to Irish titles and new magazines. Irish magazines aren’t the only home-produced products in demand in your store, however, and with this in mind, RETAIL NEWS invites you to ‘A Celebration Of All Things Irish’ (Page 28), focusing on the indigenous products guaranteed to fly off your shelves, while we also examine the continued growth of the seafood sector with the development of the BIM Seafood Circle (Page 38), as well as the dynamic energy and sports drinks sector, one of the busiest areas in-store (Page 44), and the household cleaning and laundry sector (Page 51). “Celebrating 50 years serving the Kathleen Belton, Editorial & Marketing Director.
Irish grocery trade.”
Subscription to Retail News: €110 plus VAT Managing Director: Fergus Farrell Editorial & Marketing Director: Kathleen Belton, email: kathleenbelton@tarapublishingco.com Editor: John Walshe
johnwalshe@tarapublishingco.com
Chief News Reporter: Pavel Barter
Wine Correspondent: Jean Smullen
Financial Correspondent: Carmel Linnane
Advertising Manager: Aaron Stewart
Advertising Executive: Caoimhe St. John
T A R A Published by: Tara Publishing Co. Ltd., Poolbeg House, 1/2 Poolbeg Street, Dublin 2. Tel: (01) 2413095. Fax: (01) 2413010. ISDN: 01 2413050 Web: www.retailnews.ie Email: retailnews@tarapublishingco.com Origination by: Rooney Media Graphics
Printed by: Future Print
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RN March07Contents ●
Contents 4News
28A Celebration of All Things Irish
Newsagents slam magazine distribution practices; Maxol and BWG join forces.
5 Barry’s of Mallow
6
renamed Barry Group.
6 RGDATA Retail Summit;
9 New drinks trade
Centra’s strong performance.
association planned; Marketing appointments at BWG.
7 Rising costs causing rising prices; Fairtrade Fortnight a success.
10 What’s driving market growth?
8 Consumer value is the
11 Discounters challenge
key to prosperity – ECR Conference.
supermarkets’ dominance.
4
Paul Kelly, FDII, examines the importance of Irish-produced food and drink products, while RETAIL NEWS focuses on the indigenous products guaranteed to fly off your shelves
42Money Matters Carmel Linnane examines the economic outlook for Ireland over the coming months.
Karen Meenan advises retailers to become more familiar with the top-selling magazines in-store in order to increase profit potential.
22Shop Profile Alan Jordan recently opened his tenth store with the Centra Group, the stunning new-look Centra at Killenarden Shopping Centre in Tallaght.
Market Reports 38 Seafood
76Security 18News Rack
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From April 1 this year, all door supervisors and security guards must hold a PSA licence or face prosecution
44 Energy & Sports Drinks 51 Household Cleaning 54 Laundry 58 Milk
80Shelf Life
62 Yogurts & Desserts
All the latest news and gossip from the trade
68 Baby Food 72 Baby Care
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Regulars 14 Industry News 26 Drinks News
24On The Vine
77 What’s New
Jean Smullen looks at the movers and shakers in Australian wine.
78 Update
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RN March07News ●
Newsagents Slam Magazine A GROUP representing 1,500 newsagents across Ireland has submitted objections about distribution practices to Eason & Son, spurned by fears that a joint venture between Eason and Menzies will worsen matters for small retailers. The Convenience Stores and Newsagents Association (CSNA) listed a number of
Vincent Jennings, CEO, Convenience Stores and Newsagents Association.
“observations regarding this proposed joint venture” as well as complaints in regard to current operations. Amongst the list of gripes was the issue of newspaper and magazine free
gifts. According to the CSNA, free CDs and DVDs in the Irish Sunday Mail and Irish Daily Mail are only available in Dunnes Stores and Easons outlets. Readers who shop elsewhere have to send €8.90 to the publishers to receive the same gift, they alleged. Vincent Jennings, CSNA CEO, wrote in his submission: “There are vast swathes of the country that do not have a Dunnes Stores or Easons shop close by. The reader of the Mail in these areas is economically discommoded to the tune of €8.90 and the retailer is frequently made to feel as though he or she is a secondclass retailer, not able to provide the heavily advertised ‘freebie’ to heretofore loyal customer.” RETAIL NEWS spoke to retailer Peter Gaughan, proprietor of a 1,200 square feet outlet in Balla, Co. Mayo, located on the main road between Castlebar and Claremorris. The issue was potentially damaging to business, he said: “You miss out on free CDs and DVDs and people look at you as though you have kept a stash of them for yourself.” Gaughan’s Mace, which includes a deli, post office and forecourt, opens at 7:30am but Easons and Newspread publications do not arrive until 8:30am or 9:00am, he
said. This retailer’s biggest contention, and amongst newsagents in general, regards the issue of box-outs, which the CSNA call the “utterly wasteful and costly distribution of unwanted (both in quantity and title) product”. Peter Gaughan explained: “A lot of the magazines that we receive were not requested. We have between 35 and 40 placings for our magazines, but receive far more. This week, we had five magazine titles on the ground, one on the counter, and another four in a box that we can’t display. On top of that, we used to sell between three to four issues of OK. Lately we’ve been getting up to 20 issues of the same magazine.” Gaughan’s shop often has two boxes full of magazines that it cannot display. “The employees don’t know what to display because there are so many new magazines arriving. If a new magazine arrives and does not sell, then we should be able to cancel it.” Box-outs emanate from distributor/publisher deals. Many publishers insist that their entire catalogue be made available to news outlets in the State, but this can lead to a surplus of inappropriate titles. “We receive magazines like Holidays
Maxol and BWG Join Forces THE Maxol Group and BWG Foods have shaken hands over an exclusive forecourt partnership agreement for the next five years. The agreement will see the addition of a further 25 Maxol Mace forecourt operations to the network by 2012. There are currently 50 Maxol Mace forecourt retail operations across Ireland, generating retail sales of approximately €80m. Speaking at the announcement, Leo Crawford, Group Chief Executive of BWG Group, said: “We are delighted to have been chosen by the Maxol Group as their exclusive forecourt retail partner. Forecourt retailing has become an increasingly significant part of the retail sector in Ireland and our partnership with Maxol will allow the Mace brand to 4
the last six years and a further €3m is continue to grow and develop its foreplanned in 2007.” court retail offer over the next five years. We will continue to offer our customers a range of products and services to match their increasingly hectic lifestyles.” Tom Noonan, Chief Executive, Maxol Group, said, “Maxol is pleased to be extending its alliance with BWG Foods in the Republic of Ireland and looks forward to a further successful five years. Pictured are (l-r): Des Duffy, Retail Manager, Maxol Investment of over Ireland; Peter Kealy, Chairman of Mace; and Alex €35m has already been Banahan, Sales Director, Mace. made in our 50 stores in
RN March07News ●
Distribution Practices! in Australia and Poultry Farming UK,” said Gaughan. “What use is all this rubbish? If you order one crossword magazine, three or four others arrive. The same applies to guitar magazines. We don’t sell Penthouse or Playboy because I don’t want Mrs Smith from up the road coming in and beating me about the head with a dirty magazine when she catches her son with it. It’s not that we are prudish - we just don’t need them. Yet they still arrive every few months.” Some newsagents argue that they do not receive publications that their customers requested. “We had the Sporting Press Greyhound Magazine on standing order,” said Peter Gaughan. “A customer desperately wanted it but it never arrived. In the end, he had it posted directly to him.” Box-outs also result in undue time and cost, insist the CSNA. Gaughan’s employees price and display publications, remove the unsold issues at the end of the week, sort and count them, and are usually left with “240 litre bins of leftover newspapers and magazines” that they must return: a process that can take up to five hours. The CSNA, in their submission to Eason, voiced their displeasure of levy charges. According to the Association, the charges based on a weekly account of €750 rose from €7.98 to €27.50 between
1999 and 2006: an equivalent of 244%. They added that inflation for the same period was recorded as 34.7%: only 14% of the Eason increase. “The CSNA will never accept the principle of delivery charges per se,” said Vincent Jennings. “Each sector within our business – con- The newspaper and magazine industry generates 113,000 fectionery, lottery, tonnes of waste each year in Ireland. cigarettes, grocery, Robert Murphy, a Dublin retailer who etc. – delivers to our premises with whatowns two 1,300 square feet shops in ever costs are associated, subsumed or Darndale Village Centre and contained within the wholesale price.” Balbriggan’s Castlehills Shopping Centre The joint venture between Eason & Son told RETAIL NEWS that, in his opinion, and Menzies has initiated a new €10m company called EM News Distribution that “amalgamation will put a lot of pressure will distribute newspapers and magazines on Easons – especially existing staff, to 5,200 retailers across the island of which could affect the service to the Ireland. The CSNA say that they are not retailer.” critical of the venture, but believe it should For Peter Gaughan in Co. Mayo, the be a “template for changing procedures endless deluge of magazines is problem between Easons/Menzies and its retail cusenough. “We have written directly to the tomer base”. The Association has expressed distributors and asked them to stop sendfear that retailer customer service might ing us all this,” he concluded. “We simply be moved to the UK. can’t cope.”
Barry’s Of Mallow Renamed Barry Group Plans for 2007 include growing the BARRY’S of Mallow has changed its Costcutter franchise by an additional name to the Barry Group. The new 37 new stores nationwide and investname and corporate identity are ing up to €60m in developing the cordesigned to reflect the significant porate and retail brands. It is expected growth of the company, since it was established in 1955, as well as ambitious plans for the Barry Group as it expands its operations nationwide. In 2006, the Barry Group, one of the country’s leading wholesale and distribution companies and franchise holder for the Costcutter and Quik Pick stores in the Republic of Ireland, operated a combined turnover of €570m and saw significant expansion through the key acquisition of Kilkenny Wholesale Cash & Carry, as well as welcoming 34 new Costcutter stores to the Jim Barry, Managing Director, the Barry Group. group.
that up to 600 jobs will be created from the expansion, bringing in a projected combined turnover of €680m.
Speaking at the announcement of the name change, Jim Barry, Managing Director, the Barry Group, said, “The new company name is reflective of where the Barry Group is today and how far we have come since we were established in 1955. Our new corporate identity is designed to highlight the Barry Group’s position as a recognised national player in the wholesale and retail sector.” 5
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RGDATA Retail Summit AN TAOISEACH Bertie Ahern TD attended RGDATA’s recent Retail Summit at Croke Park and spoke of the importance of local retailers to local communities. The conference, which was attended by 350+ independent retailers, heard from a range of speakers who discussed a plethora of issues, including consumer preferences and security. Tara Buckley, Director General of RGDATA, opened the event. “One of the constant challenges that Irish family businesses face is the view, often pedalled from ‘Official Ireland’, that indigenous businesses are less competitive, less innovative and backward-looking. I would like to assure Government and all its agencies that businesses owned and run by Irish entrepreneurs, particularly in the retail trade, are the true innovators,” she said. Glanbia Consumer Foods’ CEO Colin Gordon unveiled new consumer research under four themes: price (and value), health, convenience, and environment. The results suggested that Irish consumers are not price sensitive but are keen to access healthy ready-to-go foods. Other speakers included Dr Kevin Leyden from West Virginia University, who talked about the role of local shops in generating and sustaining social capital, and Garda Commissioner Noel Conroy, who addressed the conference on police efforts to control crime against retailers, while Paul Williams of Gallaher (Ireland)
Ltd outlined challenges for retailers as a consequence of new tobacco legislation. John Foy, President of RGDATA, closed the event: “We are progressive, competitive and innovative retailers and given an equal opportunity, we can continue to Pictured at the RGDATA Retail Summit are (l-r): Tara Buckley, RGDATA Director General; An Taoiseach, Bertie Ahern TD; compete with John Foy, President of RGDATA; and Colin Gordon, CEO, the best. We all Glanbia Consumer Foods. have an opporanniversary celebrations and a very clear tunity to show leadership in another way, message was delivered that independent as over the next number of months, each family grocers are competing strongly of us will be canvassed by various politiwith the multiples and the discounters all cians seeking our vote and support for the over the country. The presentations covgeneral election. It is important that we ered all aspects of the trade, from running take this opportunity to remind our a successful family business; consumer politicians of the role that we play and attitudes; the new convenience; retail the desire we have to continue the busicrime and personal security; and sustainness on a competitive platform that is able retail planning. The 350 delegates both fair and balanced.” that attended Croke Park gave a very “The inaugural RGDATA Members' enthusiastic response to speakers, includSummit was a tremendous success,” ing Colin Gordon of Glanbia, Liam Griffin summed up Tara Buckley, RGDATA the hotelier and GAA pundit, and planDirector General. “It was the largest gathners Fergal McCabe and Terry Durney.” ering of RGDATA members since the 60th
Centra of Attention
DJ Butler, Chairman, Centra Retailer Council; Donal Horgan, Managing Director, Centra; and DJ McAllen, Centra Sales Director; are pictured highlighting the ‘Good-to-Go’ range at the Centra National Conference.
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CENTRA is celebrating a strong performance for 2006, as sales increased by 17% to €1.201 billion. The results were announced by Donal Horgan, Managing Director of Musgrave SuperValu-Centra (MSVC) at the group’s national conference in Killarney, County Kerry, which was attended by over 400 Centra retailers. The Group announced further good news about last year: the opening of 47 new stores, adding 103,000 square feet of retail
space, representing an investment of €51m by Centra’s independent retailers. Centra retailers also invested €24m in the revamp of 64 stores, adding 38,000 square feet of retail space. The Centra network created 1,175 new jobs, with 500 of these totally new to the retail sector due to new store openings and refurbishments. Centra also reported the strong performance of its ‘Good-to-Go’ offering, Centra’s fresh food convenience range, launched in response to the needs of time-pressed and health conscious consumers.
RN March07News ●
Rising Costs Causing Rising Prices PRICE hikes of up to 20% on goods such as bread and cereals are on their way, and it is all due to increasing business costs, IBEC’s Food and Drink Industry Ireland (FDII) has warned. Paul Kelly, FDII Director, told RETAIL NEWS that Ireland’s energy costs, recycling fees and water charges, are rising at a higher rate than in other economies. “The raw materials used in food production have experienced significant cost increases already in the year to date, putting huge pressure on manufacturers,” he said. “The argument that we made all along before, during and after the abolition of the Groceries Order - is that the big issue for food manufacturers is not a piece of legislation. If costs are going up at a huge rate, it is not possible to absorb.” The Groceries Order, and its aboPaul Kelly, Director of Food, Food and Drink Industry lition, still emerges in discussions Ireland. over grocery prices but in some casthe price competitiveness seemed to take es the effects of the Order have been romanplace around alcohol rather than food prodticised over time. A recent article in the Irish ucts,” pondered Paul Kelly. “Broadly speaking, Examiner by Paul Kelly (not the FDII’s Kelly) according to the consumer price index, there suggested “shoppers may well rue the day the was a slight drop in items covered by the Groceries Order was abolished, ending an era Groceries Order. Prices have see-sawed withof lower prices”. But the Groceries Order did in a 1.5% range.” not enforce below-cost goods - it prevented Yet in December 2006, inflation rose to them. 4.9%, the fastest rate in four years. “This Ironically, both anti- and pro-Groceries affects all areas of manufacturing, whether Order parties – the Eddie Hobbs brigade and food or not,” Kelly noted. “The National (on the other side of the coin) small retailers Competitiveness Council recently released a – had one thing in common. They believed report which revealed that 70% of energy cost that the repeal of the Order would lead to increases are due to oil and gas prices, but drastically lower prices. Both were wrong. 30% is related to Irish market issues and the This never happened. There was no price war. fact that we do not have a fully free market for There was no retail devastation as large energy. That puts us at a disadvantage with chains began selling tins of beans for 10 cents. companies abroad.” In this respect, was the Groceries Order Ireland might be experiencing economic redundant? prosperity, but at what price? “After the abolition of the Order, a lot of
CPI Shows Decreasing Spend PUBLICATION of the Consumer Price Index (CPI) figures for January 2007 have revealed decreases in the expenditure
weights for Food & Non-Alcoholic Beverages (-2.35%) and Alcoholic Beverages and Tobacco (-1.45%).
Fairtrade Fortnight A Success FAIRTRADE Fortnight recently concluded in Ireland, as food and drink producers from across the world travelled Ireland to explain the benefits that they receive from Fairtrade. The benefits bounce back to Irish retail, as the value of Fairtrade in Ireland reached €9m in 2006 – a 40% growth from €6.5m in 2005. This year’s visitors included: Renwick Rose, coordinator with WINFA, a banana farmers organisation in the Windward Islands in the Caribbean; Oliva Kishero, a coffee farmer with the Gumutindo Coffee Cooperative in Uganda; and two cocoa producers from Ghana, Erica Kyere and Vida Badu. “People are finding that the products are getting better in terms of sales,” Malcolm Sen, spokesperson for Fairtrade Ireland told RETAIL NEWS. “Our office gets a lot of calls from people who want to sell Fairtrade products. We have requests coming in for materials to be sent all over Ireland. By the end of the Fairtrade Fortnight, 21 towns will have met the Fairtrade status.” Nick Everitt, Programme Manager at research group IGD, explained: “In the UK, we value Fairtrade at about £195m out of a total grocery sector of over £120 billion. But sales of ethical products grew by about 7.5% last year in the UK, compared with 4.2% for conventional products. We expect to see this trend in similar markets like Ireland, where consumers are demanding more ethical products, whether they be organic or Fairtrade.” 7
RN March07News ●
Consumer Value is the Key to Prosperity – ECR Conference DELIVERING consumer value was the message of the ECR (Efficient Consumer Response) Ireland Annual Conference 2007, where a variety of guest speakers promoted the benefits of canny business management, areas of consumer growth, and lucrative premium retailing methods and products. The conference also presented a mixture of collaborative retailer and supplier projects, conducted under the auspices of ECR Ireland, under the theme of “managing what you measure”. “This year’s event was a huge success. There was plenty of feedback from a number of perspectives,” enthused Declan Carolan, General Manager of ECR Ireland. The Conference was opened by Minister for Enterprise and Employment, Micheál Martin TD, in O’Reilly Hall, UCD on March 1, 2007. A barrage of the latest statistics and vital research that may impact on a retailer’s business, then commenced. “We had three ECR presentations, given by ECR workgroups that have been together since 2006,” Carolan told RETAIL NEWS. Simon Marriott, SPAR’s Trading Director, gave a presentation about On Shelf Availability, in which he talked about a new audit that has been launched by ECR Ireland, involving monthly auditing of 160 products in 84 supermarkets and convenience outlets. “This is the first availability audit in the country that allows suppliers to compare their performance against other suppliers, and for retailers to compare their performances against other retailers,” explained Carolan. James Tupper, ECR Learning & Change Manager, IGD, presented the results of the General Learning Programme that ran six projects during 2006. Participant retailer/supplier partnerships involved: Tesco and Nestlé, Tesco and Unilever, SPAR and Cadburys, SPAR and Allied Foods, Mace and Coca Cola, Supervalu and Irish Distillers. The focus areas from each project included: the relationship between planograms, replenishment & OSA; effective promotion forecasting; 8
Pictured at the official opening of ECR Ireland Annual Conference 2007 are (lr): Hugo Kane, CEO of IAWS Food Group; Ciaran Sullivan, Co-chairman (supply) of ECR Ireland and MD of Nestle Ireland; Minister for Enterprise, Trade & Employment Micheál Martin TD; Tony Keohane, Co-chairman (retail) of ECR Ireland and CEO of TESCO Ireland; and Declan Carolan, General Manager of ECR Ireland.
planogram compliancy, and seasonal sales vagaries. “The highlight of one of those - the project between Mace and Coca Cola did not improve on-shelf availability (it was already 98%), but reduced replenishment costs in the category by 20%: a huge profit for the shop owner,” noted Carolan. Ray Kelly, Marketing Director of SuperValu, and Geoff Hobbs, General Manager of Proctor and Gamble, introduced a report from the ECR Shrinkage Work Group, which included presentations of collaborative initiatives to reduce shrinkage. Based on the ECR Europe Shrinkage Roadmap, this showed how a structured approach can reap dividends. The ECR Ireland Category Management Work Group, entitled ‘The Measurement and Management of Planograms’, was presented by three people: Robert Connor, Merchandising Manager, Tesco Ireland; Daryl Divilly, Category Planner, Coca Cola Ireland; Liz Forristal, Category Manager, Masterfoods Ireland. “This was a first for Europe, in that we launched a template to measure planogram compliance in Ireland for the first time. It was designed by industry heads of category management and
allows us to compare planograms by retailer or supplier,” said Declan Carolan. Speakers at this year’s event included Hugo Kane, CEO of IAWS, who shed some light on the success of the food group. Nick Everitt, International Programme Manager at IGD, gave a presentation on the Top 10 Premium Retailers around the world: this segment was part of an annual IGD series that identifies retail innovation and best practice from around the world. Joe Dybell, Tesco Distribution Director for the Czech Republic and Slovakia, and an ECR Europe director, gave feedback on ECR’s European work. Finally, Declan Carolan took to the pedestal, where he conveyed his hopes for the future of the organisation. “I want it to become a centre for education and learning and a centre for best practice in the Irish Grocery Industry,” he told R ETAIL N EWS . “We are going to launch new projects in 2007 and have asked ECR members and the trade to suggest project areas in which we will operate. All projects will have the following objectives: that the results are usable, sustainable, and transferable. We achieved that in 2006, and will ensure that we achieve it in 2007.”
RN March07News ●
New Drinks Trade Association Planned Manufacturers of Ireland (DMI), through IBEC. That model has proven to be very effective. The consultant has recommended that we take it to the next logical step, in the establishment of a Confederation,” Michael Patten, Group Corporate Relations Director for Diageo Ireland, and Chairman of the Drinks Industry Group of Ireland (DIGI), said in an interview with RETAIL NEWS. “A pan-industry agenda would be more effectively delivered within a coordinated structure,” he continued. “The review has led to a proposal to establish a confederation of the sectors. There would be a single confederation, with beer, wine and spirits divisions. The top end of the confederation would assume responsibility for the large pan-industry issues.” The proposed Confederation will place emphasis on industry self-regulation, and will specialise in regulatory and scientific issues, as well as media, communications and public policy. It will most probably absorb smaller drink representative bodies (although the report recommends that DIGI continue and be linked to the Confederation). Will this move effect retailers? “Not particularly,” said Michael Patten. “Retailers are extremely Michael Patten, Group Corporate Relations efficient. Out of 12,000 vintners, Director for Diageo Ireland, and Chairman of the Drinks Industry Group of Ireland (DIGI). there are two organisations. The seven companies that commissioned the consultant probably repreSubsequently, the consultant (JJ sent 90% of all alcohol volume served in O’Dwyer, former HR Director for the Ireland, yet we virtually have a trade ESB) issued a report that was reviewed association for each one.” by the CEOs of the seven companies: Michael Patten said that the seven Heineken Ireland, Diageo, Beamish & drinks manufacturers have initiated a Crawford, Irish Distillers, InBev, combined team that are looking at the Edward Dillon & Co. and C&C. The detailed implications of the proposal: report suggested that the current struc“We are hopeful that across the coming ture of individual trade associations, weeks, a key implementation plan will largely covering the same territory, is be agreed. The role of alcohol in society creating a significant duplication of is changing and there are big issues to effort and inefficiencies. confront. It is important that the indus“A number of years ago, steps were try adopts the right positions and regutaken to improve cohesion through the lates itself in the right way.” establishment of Drinks DRINKS manufacturers and brand owners are planning to discard existing trade association structures in favour of a Confederation that will bring the beer, wine, spirits and cider sectors together under one roof. This radical reform was proposed after seven of Ireland’s biggest drinks companies commissioned a consultant to review the efficiency and effectiveness of trade association representation, as it pertains to self-regulation, public policy, reputation, media, science and technical, and the regulatory agenda.
Planning Ahead DUBLIN’S Citywest shopping centre is reaching completion. Dunnes Stores and a range of outlets, entertainment facilities and restaurants will anchor this retail Mecca. On the other side of the country, in Ballina, Co. Mayo, a multi-million euro development - including a sports stadium, showground facilities, and a new Tesco complex - is in discussions. The existing Stephenites pitch is the site for this venture. Meanwhile, Superquinn will be celebrating its recent turnover of €600m by refurbishing its Dublin stores in Ballinteer and Blackrock, and opening new stores at the Village Centre in Rathborne, and in Baldoyle and Rathgar.
Marketing Appointments at BWG BWG Group has announced two new appointments at its marketing department. Safann MacCarthy (left) has joined BWG Group as Marketing Manager for SPAR Ireland. Safann has extensive retail experience, having
worked with Tesco for four years as Commercial Manager for Food. In her new role, Safann will be responsible for the continued development of SPAR, through national advertising, sponsorship and marketing campaigns as well as local, community activity. Margaret McLaughlin (right) has joined BWG Group as Marketing Manger for EuroSPAR Ireland. Margaret held a number of positions in the Irish retail and marketing sectors before moving to the US, where she was Marketing Manger for Friendship Dairies Inc., one of the country’s leading dairy companies. Upon returning to Ireland, Margaret worked as Project Manager at Glanbia. 9
RN March07News ●
What’s Driving Market Growth? PREMIUM products, reduced carbon footprints, sustainability, and connection with consumers, are driving the retail market across the Western world, a Programme Manager at research group IGD has told RETAIL NEWS. Nick Everitt, International Programme Manager, works within IGD’s International Research Division, where he manages a team of analysts responsible for IGD’s activities across Europe and Asia. “At IGD, we monitor grocery markets around the world and it is clear that while the growth of discounting and low prices is still a major strategy, we are also seeing continued growth in premium and added value retailing and products. There is growth at the top and the bottom ends of the market. IGD’s Ten To Watch research is a subjective but powerful measure. 30 IGD analysts travel worldwide and nominate retailers that have impressed us.” Over the last year, Everitt’s division investigated the secrets behind retail success stories. They discovered that large retailers like Marks & Spencers and Tesco are adapting responses and strategies on sustainability, “because if they don’t, then shoppers will go elsewhere”. In a short space of time, Marks & Spencers have pledged to become carbon neutral, and Tesco plans to announce
Nick Everitt, International Programme Manager, IGD.
10
information on the miles that products have traveled. As fears over global warming heat up, consumers are demanding eco-friendly foods. “When we talked to successful retailers, it was clear that a clear part of their strategy was sustainability. But it must be a genuine strategy – not just an empty PR promise. Otherwise, it will damage the brand,” Everitt noted. Old-fashioned customer service is also an attribute for retail success. For example, Macro Wholefoods stores in Australia is a small operator but goes to great extent to make their outlets welcoming, friendly and accessible. This retailer, which has pioneered organic food in the country, holds “Macro discovery tours” where they escort new customers around the store and talk about products. “Every product should have a story. A lot of bigger players can learn from that,” explained Nick Everitt, who recently spoke about premium retailing at the ECR (Efficient Consumer Response) Ireland Annual Conference 2007. Another of IGD’s Ten To Watch is Cook, a small UK retailer with about 20 stores that specialise in frozen homemade food: “You would not normally associate the frozen category with premium and added value, but they cook
their product in batches. Each product has the name of the chef that created it on the front of the pack. They have tried to make the chefs accountable for the product quality.” Not all consumers desire low prices, explained Everitt. Many shop in a smart way – buying cheap products at discounters, then treating themselves to luxury items or buying their meat/vegetable produce from an organic retailer. Also, the rise of healthy foods is likely to continue unabated. In 2006, IGD’s consumer research revealed that a third of all shoppers said that a product’s ingredients were a key factor in purchasing decisions. “That was up 5% from three years previously,” said Everitt, adding that external influences on decision making (such as TV cookery programmes) have also contributed toward the growth of premium healthy products.” While premium-retailing trends differ according to country or region, the IGD’s Ten To Watch report reveals that one single factor unites retailers everywhere. Smart and successful retailers respond to consumer trends and provide products that consumers want. Research states that only two out of 10 new product launches succeed, proving that retail success is, above all else, consumer-driven.
RN March07News ●
Discounters Challenge Supermarkets’ Dominance A NEW report published this week by retail analysts Verdict Research, part of the Datamonitor Group, finds that the aggressive expansion of no frills hard discounters is now challenging the supremacy of the hypermarket sector in much of Western Europe. As their combined market share reaches 40% in their native Germany, privately owned Aldi and Lidl have focused their attentions on international expansion, forcing retailers across the Continent to rethink their business models to counter the new competition. Daniel Lucht, author of the report, entitled ‘European Grocery Retailing 2007’, comments, “Reviving the hypermarket format, developed according to market conditions 40 years ago, is proving difficult”. Leading operators are being forced to adopt new ways of doing business, be it the development of a multi channel strategy, implementing huge cost reduction programmes, improving supply chain management, the focus on non-food or the start up of their online operations. Wal-Mart’s aborted German hypermarket adventure apart, there is one retailer standing out in particular battling against a changing retail environment, France’s Carrefour. Looking ahead, within the next decade Carrefour’s European market leadership seems under threat. It must reform its hypermarket business to keep its lead over second placed Tesco. The UK retailer’s EU sales reached 80% of Carrefour’s, and given its current rapid growth and proven ability to deliver on its ambitious expansion plans, Tesco could overtake Carrefour within the next 10 years. According to Verdict, hypermarkets’ problems can be directly linked to the rise of the hard discounters, whose success is based on four key points: low price, a high quality food offer, an extremely efficient low cost business model and managerial acumen. “Aldi, for example, benefits from high brand recognition and has a strong reputation for high quality products at very low prices in Germany,” Daniel Lucht
comments. “Manufacturers have to endure rigorous checks before they start supplying discounters and consumer associations continuously rank Aldi’s private label provision ahead of branded goods from multinational manufacturers.” The planning system has also played into the hands of the hard discounters. Political parameters guiding planning permissions are stacked against large scale developments and have favoured discounters, since the likes of Aldi and Lidl typically take sites with less than 1,000 square metres, only a quarter the size of an average hypermarket. As a direct consequence, Aldi and Lidl are the only retailers among Europe’s top 10 to have a presence in the three largest markets of the EU. The report also shows that slow growth and weak margins in many countries across the EU will hasten the pace of consolidation. Verdict Research expects current trends of accelerating space growth in combination with stagnation in turnover to continue for the foreseeable future. As retailers’ costs continue to rise, further retail casualties will be inevitable. To remain competitive, Verdict urges European grocers to intensify their efforts on three fronts. Grocery retailers throughout Europe must adopt a clearer customer-centric and multi-format approach. France and Spain are currently hotbeds of development of new outlet types, with all the leading players fine-tuning their models. In many countries, the modern conven-
ience store, that offers high quality chilled and fresh ranges and caters for impulse purchases, could be among this new breed of store formats. The need to develop compelling convenience store formats is given added urgency by the growth in the number of one person households and ageing population –both of whom prefer shopping in smaller local stores. Secondly, European grocers should exploit the trend towards ‘Green Retailing’. This is being driven both by consumers’ demand for ‘greener’ supermarkets and by retailer recognition that green initiatives can be in their interest. Greening their operations provides grocers with positive PR, it can reduce costs, when packaging is reduced or energy consumption is kept in check and it offers possibilities towards premium-isation, as consumers are prepared to pay a higher mark up for organic produce. Finally, gaining greater scale must become a top priority for smaller retailers. One way of achieving this is through buying alliances, such as Alidis and Coopernic. Through Alidis, France’s Les Mousquetaires and Germany’s Edeka – together with Spain’s Eroski – are working on launching their first panEuropean private label lines, while E. Leclerc and Rewe (via Coopernic) aim to maximise their negotiating potential. These moves offer huge potential for cost reductions, since many FMCG manufacturers charge different prices across the EU, while the sheer scale and opportunity of pan-European private labels offer obvious benefits to manufacturers.
New CEO at Gala GARY Desmond has been appointed Chief Executive of Gala Retail Services, having held the position of National Sales & Development Manager for the past 18 months. Gary will be responsible for the development and implementation of business strategy for the group. He will lead and coordinate the
Group’s future expansion and will oversee marketing. Gary will also work with GRS group wholesalers and retailers in developing the Gala group brands and ensuring existing member services are continually enhanced and developed. 11
The two leading brands in the Irish tobacco market are now available in a new stayfresh pack option. The new GEMINI packs from Benson & Hedges and Silk Cut offer smokers the dual benefits of freshness and convenience. In the form of individually wrapped twin packs inside every 20’s pack. Same great product, new pack choice. So display the new GEMINI stayfresh packs in tandem with the standard packs of both Benson & Hedges and Silk Cut. And brace yourself for a lift-off in sales.
Just launched.
Introducing the new
Two great ideas from Gallaher
STAYFRESH GEMINI packs
RN March07Industry News ●
Trócaire and Mace Renew Collaboration
Premier Foods Ireland To Acquire RHM
MACE and Trócaire, the overseas development agency, have renewed their collaboration in a partnership that will see 250 Mace shops all across the Republic displaying Trócaire posters and Lenten collection boxes on their counters for the duration of the six-week campaign, which began on February 21. This year will also see Mace shops selling Trócaire’s Lent ‘solidarity pin’ to highlight the focus of Lent 2007, which is gender equality. Brian O’Toole, Mace Marketing Manager, is pictured with Justin Kilcullen, Director of Trócaire, along with Sonny Simpson, Princess Adesuwa Obayuwana, and Enoma Obayuwana.
PREMIER Foods Ireland have been given the go-ahead by the Competition Authority to acquire the business of RHM, once a number of measures have been put into effect. As a result, Premier Foods Ireland will dispose of the Erin brand to address the Irish Competition Authority’s concern that the acquisition may lead to a substantial lessening of competition in the gravy makers market. The acquisition of RHM had earlier received unconditional clearance by the Office of Fair Trading in the UK. Meanwhile, Gary Rhodes visited Ireland recently to launch is perfect pancake recipe for Lyle’s Golden Syrup, part of the Premier Foods Ireland portfolio. Gary is pictured (right) with Francis Killeen, Commercial Director, Premier Foods Ireland Ltd; Cathy Kelly, Brand Manager, Lyle’s Golden Syrup; and model Andrea Roche.
Daybreak Store of the Year Competition MUSGRAVE Retailer Services recently announced the launch of their Store of the Year competition, which is open to all Daybreak stores across the country. The objective of the competition is to raise standards across the group and to instil a continuous improvement ethos amongst Daybreak retailers. The competition is about bringing a real focus to retailers’ stores with a view to helping Daybreak retailers to compete in an increasingly competitive market. The judging began in February and will involve three separate rounds, with the final round being adjudicated by external judges. The winners will be announced at the Daybreak Conference towards the end of the year.
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Irish Independent Travel Book Series THE Irish Independent is launching the fourth instalment in its successful book series, a travel guide collection featuring 20 prime destinations. To celebrate the launch, the guide on the first destination in the collection, New York, will be available free with each purchase of the Irish Independent on Saturday, March 24. Irish Independent readers can collect all 20 travel guidebooks during the 20-week promotion for just €2.99 plus one Irish Independent book token. The series includes guides on Rome, Berlin, Prague, Amsterdam, Florence, Barcelona and Paris.
New Food Safety Organisation THE Food Safety Professionals Association (FSPA) has been launched as the first all-island association representing licensed Food Safety Trainers, Educators & Consultants. Comprising members from across the island of Ireland, the FSPA will act as the recognized representative body for licensed trainers, educators and consultants in food safety training, linking members directly with statutory and regulatory authorities. For more information see www.fspa.ie. Pictured at the launch are Aileen Warbrook, Mary Daly, Dermot Ahern, Paul Boksberger, Martin Higgins (CEO, safefood), John O Brien (CEO, FSAI), Mary Upton TD, Brid Fox, Maurice Bergin and Joe McHugh.
RN March07Industry News ●
Patrick Bewley Honoured for Pioneering Fairtrade THE first ever consignment of Fairtrade certified coffee beans to be roasted in Ireland by Bewley’s arrived just over 10 years ago. Marking this special anniversary, the country’s most senior coffee industry figure, Patrick Bewley, was the recipient of an honorary award from Fairtrade Mark Ireland in recognition of his pioneering role in bringing Fairtrade to these shores. Bewley’s is Ireland’s leading provider of fairtrade certified coffee, which ensures a guaranteed price and fair working conditions for producers. Pictured are (lr): Patrick Bewley and John Daly, Chairman, Fairtrade Mark Ireland.
World Of Private Label Trade Show PLMA’s World of Private Label Trade Show will take place in Amsterdam at the RAI Exhibition Centre on May 22 and 23, 2007. This year’s show will feature a seminar programme on the day before the show, PLMA’s New Product Expo (showcasing the latest developments in private label products, packaging, merchandising and marketing), and PLMA’s Idea Supermarket, which brings private label programmes from around the world directly to you. For more information, contact PLMA International Council on Tel: +31 205753032, email info@plma.nl or see www.plmainternational.com 16
2007 Hennessy Gold Cup OVER 300 guests enjoyed a glamorous reception at the luxurious Hennessy pavilion at Leopardstown racecourse recently for the 17th running of the Hennessy Gold Cup. Refreshing Hennessy City Cocktails and delicious canapés, reflecting the delicacies of Moscow, Paris, New York and Shanghai, were served as guests from the drinks industry, the worlds of racing, the arts and media were welcomed by the Hennessy family ambassador - Maurice Hennessy, as well as Edward Dillon and Co. Ltd Managing Director, John Pearson and Hennessy Marketing Controller Caroline Sleiman, who is pictured with Marc Mattoussowky at the event.
Superquinn Revamps Customer Reward Scheme SUPERQUINN has relaunched its customer reward scheme, announcing a partnership with the Gift Voucher Shop in a deal worth up to €8m per annum. Under the new arrangement, Superquinn customers can opt to use their accrued Reward Points in exchange for One4All Gift Vouchers, which are produced by the Gift Voucher Shop. Pictured at the launch of the Reward Card are (l-r): Simon Burke, Executive Chairman, Superquinn; Michael Dawson, CEO, The Gift Voucher Shop; and James Wilson, Trading Director, Superquinn.
Mace and RSA Announce School Road Safety Initiative MACE, in association with the Road Safety Authority, are launching ‘Safe To School With The Maceys’, a Safe to School Campaign which is aimed at helping primary school children learn effective road safety lessons. Following the launch, more than 3,300 schools across Ireland have received a Safe to School with the Maceys pack which includes; a DVD guide, classroom charts and posters. MACE Stores are also running a poster competition for primary school children with €22,000 worth of prizes for classes, teachers and schools in every county through Ireland.
RN March07News Rack ●
Top Selling Magazines Vs Box-Outs Do you know the best-selling magazine titles in your store? Do you allocate enough space to new titles, the life-blood of the category, asks Retail Consultant Karen Meenan.
House: proving extremely popular with Irish consumers. New ‘LOOK’ magazine targets modern women in their twenties with high disposable income and for whom shopping is a daily pastime.
What
are the top selling magazines in your store? And more importantly, are the top selling lines of 2007 the same as those of a few years ago? What trends have you noticed lately? A few years ago, there was a statistic which stated that one out of every three titles you sell is a woman’s weekly magazine – and by and large that statement still holds true. What is a more accurate picture of what you are actually selling reflects on what categories are 18
growing in your top selling lines. So, say that you carry around 200 different titles in your store – what are your top ten best sellers? If you don’t know those titles off the top of your head – now is a good time to get your scanning system to work and print out a best/worst analysis of all the titles you sell. When you are printing out your best to worst listing (use the quantity not value selection at this point) you will get an indication of the clear leaders in your store.
You will probably find the following titles amongst your top ten: Now OK! Take a Break Best Closer
RTE Guide New Bella Woman Woman’s Own
But are you surprised at the amount of comics, part-works and stickers which are beginning to appear as best selling titles? And what about the growing importance of Irish titles in
RN March07News Rack ●
What’s On TV, a low cost (90 cent) weekly look at what is on TV: its launch is being supported with a heavyweight TV campaign.
your list – the penetration of Irish titles is quite amazing. I conducted an analysis of two very different stores to see what similarities, if any, there were in the top selling titles – this analysis was based on all sales over the course of 2006. I instructed the back office system to print out a best/worst analysis of the magazine department, ignoring any title which sold 20 copies or less in that year. These are the findings:
STORE A (South Dublin residential area – high disposable income) One third of all the titles sold in this store during 2006 were in the children’s category (stickers, comics, children’s collectibles such as E-flyers). 90 titles (which sold more than 20 copies during the year) were adult titles – primarily women’s weeklies. Of these 90 titles, 31% or almost one third were Irish titles. The most successful Irish title in this store was the RTE Guide which ranked No 3.
The Gloss: this recently launched Irish magazine is performing extremely well.
STORE B (outside Dublin housing estate – lower disposable income) This store sold 10 copies or more of 158 different titles during 2006. More than half of all the top selling titles sold were children’s titles (54% of the sales were comics, stickers or children’s part-works). 73 titles were adult titles – again primarily women’s weeklies. Of these adult titles, 14% were Irish titles. The most successful Irish title in this store was the RTE Guide – ranked 2nd place overall. What was most interesting about both shops was the amount of titles which were shelf warming. These are titles which sell only one or two copies before being returned to the distributor only to be boxed-out to you again. This category is like no other – the minute you get a delivery or box-out to your store, you are paying for it. You didn’t order these titles, they arrive unsolicited and from the moment they hit your floor, you are paying for them by direct debit. It now becomes your responsibility to sell
Health Living and Well Being: a new Irish title which looks at a healthy holistic lifestyle.
those products (with no credit terms) and more importantly, it is your responsibility to get them back on time to the distributor in order for you to reclaim your credit for unsolds. The most frustrating part of this category is that whenever you complete a full audit of your magazine sales and decide which lines to delist – two weeks later the system brings them back into your store again.
Managing Your Stock The easiest way to keep your stocks at a manageable level is to communicate with your distributors by email or by fax – telephone is costly and brain damaging! Once you establish who is the person who looks after your account (these personnel are chosen by symbol group or by location) then you can send a weekly fax or email to your contact and advise your requirements for the coming week. Make no mistake – this is a weekly task – if you let this task slip, then the marketing system will override your chosen list of titles and you will receive unsolicited titles (box-outs) once more.
New Titles Best selling titles can be boxed out too, however – there were two very significant launches in the last few weeks – both were UK publications. 19
RN March07News Rack ●
‘LOOK’ is by and large a shopping magazine which also has an on-line link-up. The target market for this magazine is modern women in their twenties with high disposable income and for whom shopping is a daily pastime. ‘What’s On TV’ is a low cost (90cent) weekly look at literally what is on TV: it has researched the Irish market and found that RTE Guide is still in the top sellers nationwide (this was evident in the two shop analyses also) and they decided to launch a low cost additional title to this buying public. Research has shown that buyers of titles like ‘Inside Soap’ are also likely to buy other Irish Property Buyer, a monthly look at The RTE Guide, a consistently top selling similar titles such as ‘All where we should place our hard earned title. About Soap’ or ‘Soap Life’, so cash, is selling well across the country. the launch of another TV magazine in the footsteps of a this task) and watch the money such is a popular purchase amongst successful TV guide is not an unusual come back into your bank account. men. ‘Infant’ is the natural follow up one. Now you will have more space on title to the successful magazine What is unusual, though, is that your magazine stand to make room ‘Maternity’, which is given out free many retailers have returned both of for new titles. of charge to all new mothers in these titles, ‘LOOK’ and ‘What’s On New titles in this category are maternity hospitals. TV’, because they were unaware of the like new products in any other Another Irish title due to be level of TV support both campaigns category – they are the life blood of launched during March is ‘You and were receiving and perceived these your business and will attract more Your Money’ – an easy to read Eddie titles as yet another box-out… sales. Millions of euro have been Hobbs-style magazine aimed at all invested by publishers trying to of us and all of our money. Selling produce magazines worthy of our well too is ‘Irish Property Buyer’, a Making Space for New news-stands – all you have to do as monthly look at where we should Magazines retailers is find some relevant place place our hard earned cash. For those of you frustrated retailers on your stand to display them and If you want to learn more about who argue that there is no room to let your customers do the rest. maximising sales and minimising place any new titles on the magazine losses in your Newsagency, sign up stand – I would urge you to look at for the next FÁS training course. your EPOS data (your sales New Irish Launches information from your back office Recent Irish launches have proved scanning system) and print out your to be best selling in best/worst analysis. Then do a cull their categories also from your existing magazines – ‘The Gloss’, and About the Author already on the stand (remember 80% ‘Health Living and RETAIL consultant Karen of your sales of each title have Well Being’ – a look Meenan runs her own already been made in the first two at a healthy holistic consultancy business, days of display). lifestyle, have Results Training & Many retailers resist this already made their Marketing, focusing on net because the title is not yet on recall mark. ‘House’ is an profit and how to maximise – you can of course return titles not unusual Irish title profit for the retailer. For yet recalled – simply list them on in as much as it more information, contact your query form, detailing the includes floor plans Karen on 086 6027711 or by invoice number (keep your delivery and architect email kmeenan@eircom.net. dockets in order for you to complete drawings and as 20
RN March07Shop Profile ●
Centra’s New Look Shines in Tallaght Alan Jordan’s 10th Centra store incorporates the Group’s brand new image in a stunning overall package.
Alan
Jordan owns and operates 10 grocery stores, all of them trading under the Centra brand. Alan’s store in the Killenarden Shopping centre in Tallaght in Dublin is the first shop in the Community Convenience Category to adopt the latest Centra image. The new image not only sees a change to the Centra logo but a subtle and still striking re-think of the colour scheme, while the interior of Jordan’s Centra is a light-filled, spacious environment, pleasant almost to the point of luxury. RETAIL NEWS has visited Alan Jordan in the past, and in the intervening years, this enterprising retailer has prospered along with the Centra group itself. “I created have a very successful business plan, working with the Centra group,” he explains. “We have a great partnership in all my shops and I have a terrific organisational structure to fall back on if I encounter any problems.”
Centra run a strong advertising campaign across all media,” he notes. “The Centra brand is very strong within the market and has a reputation as a good brand, operated by good retailers.”
Incredible Opportunity When Alan heard about the opportunity in Killenarden, he felt it could be a good venture. He had other sites around Tallaght in similar types of area. The shop in Killenarden is his largest venture, however, and it was a significant project. The store owner worked very closely with project man-
In particular, the store owner praises the quality and efficiency of the supply chain from MSVC, which he describes as “second to none”. “The quality of the supply chain brings unique benefits,” continues Alan. “Although I have a large stock area at this location, because it suits the business plan here, in my some of my other shops I have reduced stock space and increased retail by implementing a more delivery-to-shelf approach.” Alan Jordan’s network of 10 stores has also benefited from the strength of the Centra brand, which has developed a unique place in the hearts of Irish consumers. “Nationally,
Gareth Jordan, Jordan Group Regional Operations Manager, pictured in the new store.
22
RN March07Shop Profile ●
ager Gary Keating and the Centra store development team on every aspect of the project, ensuring that the interior of the new shop matched their vision and perfecting the implementation of the new image. It’s a testament to their work ethic that the project was turned around in just seven weeks. The shop opened on November 7 and in the run-up to Christmas, Alan decided to forego the expense of an official opening and spend the equivalent funds on running a white goods special that proved very popular. With a lot of new homes in the area around the shop, the offers of toasters, kettles and coffee machines went down very well with customers. It proved so successful that Alan has now dedicated a portion of the shop to continue the line. “We work hard to promote a value message in the shop,” Alan explains. “Anything that discourages people from coming into your shop should be avoided and customers don’t like feeling as if they are being ripped off. The ‘Hot Offers’ devices on the shelf-ends all promote value offers strongly and other offers are continued throughout the shop. The size of this shop means that I can balance value elements with treats like toys and DVDs very successfully. The full off licence is anther key element in my business plan. An off licence has been part of the strategy of my shops for years. They are even more important now, thanks to the changing lifestyles of modern Irish people.” The shop is perfectly capable of accommodating trolley shopping but in the main, it serves basket as well as foodto-go patrons. Fresh fruit and veg is strongly promoted at the front of the shop, inspired by the result of a previous refit in one of Alan’s stores, where moving fruit, veg and bread to the front of the shop increased profitability. Continuing the healthy theme, a juice bar will soon be finished, and will work in tandem with the deli element.
New Image “I am extremely happy with the new image in this shop,” Alan Jordan enthuses. “When the shop was being fitted, I
was apprehensive, because it was a new look and when you’re dealing with unknowns, you should always be concerned. But from the moment I saw the finished article, I knew it was a great look and that was proved true when we opened for business. Since our first day’s trading, this shop has performed extremely well.” The changes to the Centra branding, while bringing “a new vigour” to the store, are subtle enough that Alan can incorporate them into his nine other Centra stores “without unbearable expense”, which the busy store owner welcomes.
Training and Staff Development Owning and operating 10 shops means that Alan Jordan employs in the region of 250 staff members. It also means that he has to have a manager in every shop and he has recently appointed Gareth Jordan to Regional Operations Manager, leaving Alan free to oversee the development of four shops. “Each shop I own operates both as an independent entity and a part of the Group,” he explains. “Managers have a lot of autonomy within the business plan as a whole. Training is a continual process for everyone, from the shop floor to managers, and a very necessary part of keeping the shops ticking over just right.” Alan Jordan’s expertise in grocery retail is evident in every one of his 10 shops. The success of his partnership with Centra is long proven and both continue to thrive in the Irish marketFA C T F I L E place. The latest Centra image is Owner: Alan Jordan already boosting Location: Killenarden Shopping Centre, trade at his Tallaght, Dublin Killenarden Size: 5,500 square feet shop and that Number of successful Staff: 25 full time & part time partnership Opening looks set to hours: 07:00 – 23:00, Monday-Saturday continue. 08:00-23:00, Sunday 23
RN March07On The Vine ●
Australia Copes with Drought and Frost Wine correspondent Jean Smullen looks at the movers and shakers in Australian wine.
By
all accounts, this year has been a tough one for the Australian wine industry. Two huge vintages in 2005 and 2006 have created much surplus wine, desperately looking for a home. However, in 2006 and early 2007, a cruel combination of drought and frost has been causing problems for many in the Australian wine industry. The full impact will not be known for some time as the season comes to a close. The lack of rain has been widespread most of South Australia was affected by one of the worst droughts in living memory. So from a situation of huge surplus, indications are that 2007 is going to be affected by shortages as the effects of the adverse vintage impacts on the harvest. Wine Australia, the generic body for Australian wine, remains resolute-
ly upbeat about it all and their recent Annual Wine Fair, their 5th to take place in Croke Park, was well attended and certainly reflects the interest by the trade in this market. Let us not forget that Australia is currently number one in terms of volume sales on the Irish market with a whopping 24.5% of the total market of 7.8 million cases (figures to December 2005 courtesy of the Wine Board).
Effective Marketing Australia continues to evolve and their marketing and pricing continues to be extremely effective, which means that their current position is unlikely to be challenged when the 2006 figures are released shortly. Australia continues to focus on their regionalisation strategy; if
Adding Value to Wine ONE of the main challenges for any wine retailer is how to create added value in the wine category. Wine has become the cross-the-road category. Put the alcohol out and the people come to you. Running promotions will help draw the customer to you. Many promotions don't make money, however, so planning is vital. You should avoid consumer confusion by picking a specific nationality or a grape variety to highlight e.g. Australian Chardonnay or Chilean Merlot. Price is a key driver for many consumers so in-store promotions with special offers really help to highlight a category or wine style. Play around with merchandising to make your wine category special.
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The average time spent dwelling in front of a wine fixture is 38 seconds; with Coca Cola it's 8 seconds. It is normal in Ireland to arrange wines by colour, country, regions within that country and then by variety and price. The cheapest on the left and the priciest on the right. Remember to create a bit of theatre if you can, with items such as wine barrels, lighting or floor treatment and ceiling lights. Utilise chiller cabinets by packing them with wine so that the bottles are easily accessible. Remember that wine buying is a tactile experience: the customer likes to browse and touch. Keep all floor areas clear and accessible.
‘Appellation Controllee’ were ever to arrive in Australia, it is their ‘Regional Heroes’, those high profile producers who are concentrating on emphasising the regionality of their quality wine areas, who would lead the way. At the Wine Australia tasting, over 35 producers were showing their wares. There was also a very innovative online education programme which can be accessed via Wine Australia's website on www.wineaustralia.com called Australia: World Class. For those working in the trade who are anxious to further develop their knowledge of Australian wine, this is worth a look.
Outstanding Wines Of the wines tasted at the Wine Australia tasting, Wakefield and Angoves really stood out. Wakefield is now distributed in Ireland by Findlater/Grants and this new addition to the Findlater portfolio is good for this distributor. Angoves is a strong brand. Their Bear Crossing range, which will be exclusive to the off trade, is one to be recommended. Priced in the €5.00€6.50 range, they have a Chardonnay (2006) and a Cabernet Merlot (2005). Both have stelvin closures and were fresh, fruity and well made at this price point. I particularly liked the Long Row Chardonnay (2005), Shiraz (2005), and Cabernet Sauvignon (2005). The Angoves brand will be aimed at the independent off trade and will be in the €6.50 - €8.50 price bracket. The Cabernet in particular stood out but all three varietials in this range were well priced and good value.
RN March07On The Vine ●
BFM To Distribute Brown Brothers ROSS Brown of Brown Brothers came to Dublin recently for the announcement that the Brown Brother's range of wines are now distributed in Ireland by Barry Fitzwilliam Maxxium. This is a well known, historic, family-run estate from Victoria. Their wines are outstanding and have had a lot of support and recognition from the Irish consumer. Some of the range introduced by Ross included the 2006 Chenin Blanc (€9.99), which at this price point, was wonderful. Not a mainstream Australian varietal, it really stood out as a fresh, well made wine. The Brown Brothers 2006 Pinot Grigio (€13.99) was also great. This grape variety is becoming “uber” fashionable amongst wine enthusi- Michael Barry, Barry Fitzwilliam Maxxium, and Ross Brown, Brown Brothers, are pictured at the Merrion Hotel, Dublin, at asts, who can't seem to get enough of it. This example was the announcement of Barry Fitzwilliam Maxxium as sole lovely, made in a lighter style with lovely citrus tones. distributors of Brown Brothers wines in Ireland. The 2005 Brown Brothers Tarrango (€9.99) was as good as I remember it! This unique clone was developed by Brown Brothers and is a cross of a Portuguese variety, made with partial carbonic masceration: this is a fruity wine, very approachable and certainly one to offer the seasoned rosé drinker. Brown Brothers certainly are innovative and their addition of varietals from Spain and Italy make the range very interesting. The 2004 Sangiovese (€13.99) and the 2004 Tempranillo (€13.99) also merit a mention, particularly the Tempranillo, which had a wonderful juicy quality. Finally, in the ‘sticky’ department, you have the 2006 Orange Muscat and Flora (€10.99), which is probably one of the most successful and well-known sweet wines from the New World on the market. Flora is a hybrid grape and is cross between Gewurztraminer and Semillon. Orange Muscat is also a hybrid and the two together create a lovely, light wine which has wonderful acidity and is really drinkable. Barry Fitzwilliam Maxxium now distribute this range and can be contacted on (021) 432 0900 or email: info@bfmws.ie. For more information about Brown Brothers, see their website: www.brownbrothers.co.uk. The Wakefield Estate Merlot 2004 was a real star. From Clare Valley, this will be exclusive to the off trade. This wine is a Silver Medal winner and had a beautiful finish with lots of sweet fruit. Merlot is still huge with the novice wine drinker so it's good to find one that is well priced but with a touch of class.
Well Priced, Well Made Wines Ampersand have a good selection of well priced, well made Australian wines. Their Tamar Ridge from Tasmania has a lot of class, particularly the 2004 Pinot Noir. Chapel Hill, another of the Ampersand wines, has a new packaging format, as well as some interesting varietals, such as 2006 Verdelho and 2006 Pinot Grigio, with fruit sourced from the Adelaide Hills, which was outstanding (RSP €14); They also have a wonderful 2006 Unwooded Chardonnay with fruit
sourced from Coonawara/Pathaway, which was one of the stars of the day for me.
Not to Be Missed A tasting conducted by Phil Laffer of Jacob's Creek is definitely one not to be missed, so when the invite came I duly presented myself. Australian Dry Riesling is one of the classic wine styles to emerge in recent years and the 2006 Jacob's Creek Riesling certainly lived up to my expectations. Fresh and floral, this was bone dry, with soft fruit rather than sugar. Beautiful citrus flavour and a competitive price €6.50-€8.50 price bracket offers great value. This is certainly a wine you should have on your shelves. The 2004 Jacob's Creek Shiraz, which was a Gold Medal winner in the 2006 International Wine Challenge, also lived up to my expectations. With beautiful structure of spice and dark berried fruit, make sure you have this one too! Jacob's
Creek is distributed in Ireland by Irish Distillers Wines & Spirits. Wine Australia can be contacted in Ireland on (065) 7077264, or email: ireland@wineaustralia.com. The Irish office is managed by John McDonnell.
Straffan Wines Tasting STRAFFAN Wines will host their inaugural portfolio tasting on Monday, March 26, at the Merrion Hotel, Dublin 2, from 26pm. Principals and winemakers will pour their wines for all members of the Irish wine trade and media to heighten awareness and illustrate the quality and diversity of their wines. For more information or to request an invite, contact Justine Adam on (01) 2304043 or email justineadam@eircom.net.
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RN March07Drinks News ●
Beamish & Crawford Annual Results 2006 has been a another successful year for Beamish & Crawford in terms of output, sales and profitability, despite a decline in the Irish beer market of 2.5%. Due to a number of factors, the market has seen a significant volume shift from the on trade to the off trade of 10% in the last 3 years. In a declining market, Beamish & Crawford has enjoyed double-digit growth across all key brands: Beamish Stout, Miller Genuine Draft and Foster’s Lager. Meanwhile, Beamish & Crawford announced a €5m investment at the company’s Cork brewery, with the installation of a new draught packaging plant in the finished product area of the brewery at South Main Street. Alf Smiddy, Managing Director, Beamish & Crawford, is pictured.
Tiger Beer Golden Buddha Bottle Found TIGER Beer had great reason to celebrate this Chinese New Year, with sales rocketing, up 35% from 2006. As part of these celebrations Tiger Beer offered one lucky barperson the chance to discover the “Golden Buddha bottle” and be blessed with Chinese New Year luck as well as the top prize worth €4,500. Kirstin Hawthorne, General Manager of the Market Bar, Dublin, was the lucky winner, who discovered the Golden Buddha bottle as part of Tiger Beer’s Chinese New Year Promotion and won an exclusive trip to Asia. Kirstin is pictured with is Sarah Edwards, Key Account Manager, Richmond Marketing.
Wineland Opens Its Doors
Appointments at Gilbeys
KATHRYN Thomas opened FindlaterGrants’ Wineland, which gave visitors the chance to taste over 200 wines from across the world. Wineland featured representatives from wineries in Australia, Chile, Argentina, France and many more. The event proved a huge draw for the industry, with over 700 attendees from around the country, and showcased FindlaterGrants’ impressive range of international wines, including their new Australian wines: Wakefield, Keenan’s Bridge, Angoves and Little Boomey. Kathryn Thomas is pictured at Wineland with Philip Robinson from FindlaterGrants.
GILBEYS of Ireland has announced three appointments, which strengthen investment in Sales and Marketing within the organisation since their rebranding as “Gilbeys of Ireland” in January 2006.
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Lynne Coyle takes the newly created position of Wine Development Manager with responsibility for managing and developing Gilbey’s wine portfolio.
Maureen O'Hara is Gilbeys new Marketing Manager. She joins from FindlaterGrants and takes responsibility for leading brands including Santa Rita, Faustino and Blossom Hill, as well as other premium wine brands from Gilbeys extensive portfolio.
Joe Coyle has joined Gilbeys as Sales Manager with responsibility for the On and Off Trade in the Dublin region.
RN March07A Celebration of All Things Irish ●
Irish Brands Shine On-Shelf! The success of Irish grocery products on your shelves is no coincidence: it’s a testament to the quality of produce on offer. Paul Kelly, Director of Food, FDII, highlights the importance of Irish food and drink products.
The
food and drink sector is a significant contributor to the Irish economy, representing the largest manufacturing industry and the most important category of consumer spending in Ireland. The appeal for Irish grocery products, among both national and international consumers, is highlighted by the economic activity associated with the sector. Traditional gross value added analysis indicates that the food and drink industry contributes to the Irish economy €8.1bn or 22% of Gross Value Added (GVA) in manufacturing. However, when linked raw materials and services provided in the economy are accounted, it is estimated that the true value of the food and drink sector is substantially higher at 35-40% of value added in Irish manufacturing. CSO statistics on consumer spending indicate that Irish consumers spend almost €12 billion on food and drink products in the retail and out-of-home sectors. Additionally, 80% of the sector’s 28
output is exported to over 100 countries, with the overall exports for 2006 amounting to €8.1bn, an increase of 10%. The primary markets for Irish food and drink exports include the UK, Continental EU and the US: however, it should be acknowledged that Irish food and drink is consumed in almost every country in the world.
Paul Kelly, Director of Food, FDII.
Central to the success of the Irish food and drink industry are the numerous measures in place to meet the consumer’s expectations for excellence and quality within a rapidly evolving environment. The industry recognises its role in understanding and catering for consumers’ changing needs and the motivations behind food and drink choices. As a result, the industry has engaged, both independently and in conjunction with government and state bodies, in research focusing on the areas of food safety, environmental protection, ingredient innovation, new technologies and market analysis. The National Competitiveness Council (NCC) report states that in 2004, Ireland spent 1.2% of GNP on R&D. However the Government’s policy of ‘moving up the value chain’ intends to increase the level of R&D investment, with Ireland’s ‘Strategy for Science, Technology and Innovation 2006-2013’ anticipating an investment
RN March07A Celebration of All Things Irish ●
of 2.5% of GNP in R&D by 2013. Modern lifestyles and economic developments have resulted in an increased consumer demand for both convenience and health/wellness foods. In response to the demand for convenience, the industry has invested heavily in the ready to eat/heat/cook categories, and to address wellness, the industry has implemented relevant National Taskforce on Obesity recommendations, introduced self regulation in advertising and adherence to national broadcasting codes, focused on the reformulation of products and improved on-pack labelling. The true value in choosing Irish food and drinks products is also highlighted in the level of employment
within the sector. In Ireland, the food and drink industry employs 46,000 people directly and 60,000 people in distribution and other services. In addition, it purchases almost €5bn worth of agricultural products from Ireland’s 120,000 farmers annually. Thus, it is very evident that the Irish food and drink industry is addressing the constantly changing needs and demands of the consumer, but moreover, there is a strong appeal among Irish consumers for Irish food and drink products. By displaying Irish-made products on the shelf, retailers are providing the excellent quality expected by the consumer, while safeguarding Irish companies and jobs.
SCA Hygiene Products Limited 2007 will be another exciting year for the Velvet brand from SCA Hygiene
Products Ltd, with further product upgrades, ongoing promotion packs and a strong marketing campaign. Launched last year, Triple Velvet, made in Waterford, will keep on going from strength to strength, supported by a heavyweight marketing campaign. It will include a high profile TV campaign starring Baby MD, the Velvet brand icon, as well as sampling events nationwide, and many more promotional offers. Triple Velvet is available in 2, 4, 9 and 16 roll sizes. Quilted Velvet, the original Quilted Velvet Tissue, is following the path of Triple Velvet and has been upgraded to a 3 ply toilet tissue to be even “quiltier” and offer more softness and security to consumers. In conjunction with the upgrade of the product, the packaging has also undergone a major makeover in order to give the brand a fresh and attractive new persona. Quilted Velvet is available in standard 4 and 9 roll packs, as well as promotional extra fill packs. SCA also offers a variety of products in the tissue and personal care area such as: Wipe & Clean Kitchen Towels; Handy Andies facial tissue; Failte Napkins; and the Bodyform Feminine Care range.
Irish Breeze Limited
The Velvet brand enjoys heavyweight TV support, featuring Baby MD, the Velvet brand icon.
Irish Breeze cotton wool claims leadership of its sector.
BabyKind wipes from Irish Breeze are premium quality, cotton soft wipes in a pack that guarantees to keep them moist right to the end, while the brand has just launched new giant cotton pads.
Irish consumers have proudly supported the Irish Breeze brand of cotton wool and soap for over a decade. Based in Drogheda, Co. Louth, Irish Breeze Limited is the only Irish manufacturer of cotton wool and soap
Just For You Health and Beauty, from Irish Breeze, includes bath, nail and personal grooming products.
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RN March07A Celebration of All Things Irish ●
products and has evolved to be one of Ireland’s great success stories since its launch in 1993. The company is characterised by a range of high quality and attractively packaged products in the skincare and baby care sectors and is the recipient of numerous trade and industry awards. Irish Breeze cotton wool claims leadership of its sector and enjoys comprehensive distribution in Ireland. Irish Breeze soaps are No. 3 on the Irish market. Just this month, a new range of 100g skin solution soaps have been launched: Irish Breeze Pure and Gentle is free from perfume or colouring and dermatologically tested, while Irish Breeze Olive and Citrus is based on the moisturising properties of olive oil. Irish Breeze Liquid Soaps have had a recent makeover and gone from a 250ml to a 500ml bottle. 2003 saw Irish Breeze launch a new brand of baby care products under the signature ‘BabyKind’, adding a wet wipes production facility to the Irish plant. Recognition of this company’s excellence extends beyond the domestic shore; evidence of this is
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Just For You Homewares, from Irish Breeze, offers a full range of household, party and kitchen gadgets.
the recent PLMA Exhibition in Amsterdam, where Irish Breeze and BabyKind received three innovation awards. The patented wipes packaging is the first innovation of its kind in the world. The BabyKind range has also achieved widespread distribution. BabyKind wipes are premium quality, cotton soft wipes in a pack that guarantees to keep them moist
right to the end, with the Keepfresh system ensuring no drying out, as well as single handed dispensing of one wipe every time. BabyKind wipes from Irish Breeze are available in packaging that is designed to perform. In 2005, Irish Breeze launched two ranges under the Just For You banner. These products are packed on a preloaded clipstrip, offering a convenient space saving solution to the retailer.
RN March07A Celebration of All Things Irish ●
The first range is Just For You Health and Beauty, which includes bath, nail and personal grooming products, while Just For You Homewares offers a full range of household, party and kitchen gadgets.
Shamrock Foods Roma, from Shamrock Foods, is one of Ireland’s leading food brands and claims brand leadership of the pasta category with a market share of 48%. It has been on the Irish market since 1957 and in that time has enjoyed enormous success, due to its reputation for providing quality, value for money products. Roma has enjoyed strong sales growth in recent years as a result of strong customer promotions and new product innovation, including Antipasto’s, Quickcook pasta, Stir Fry Oils and Bruschetta. With a range of over 80 products, the brand also extends to rice, tomatoes, olive oils, pasta sauces, parmesan cheese and other meal accompaniments. 2006 was a huge year for Roma with the dramatic entrance of five new Mainstream Pasta Sauces Original, Light, Chunky, Spicy and Sweet Pepper. “Roma has always been the market leader in dry pasta, tomatoes and condiments/ingredients, so the launch into mainstream sauces was a logical extension to the brand,” says Hugh Healy, Roma Commercial Manager. Shamrock is one of Ireland’s longest established brands and continues to hold a special place in the hearts and minds of Irish consumers. It claims the top position in the Home Baking category, providing a strong contribution to the category’s year-on-year growth. The Shamrock range satisfies even the most fastidious baker, and includes a large array of dried fruits, tree fruits, nuts & almonds, cherries & peel, marzipan, custards, semolina, tapioca, creamed rice 32
Roma, from Shamrock Foods, claims brand leadership of the pasta category with a market share of 48%.
In May 2006, Shamrock Just was launched in response to increasing consumer demand for healthier cooking and snacking options.
Gem Pack Foods has been producing and packing product in Ireland for 40 years.
and a complete range of flour & sugar. In May 2006, Shamrock Just was launched in response to increasing consumer demand for healthier cooking and snacking options. The Shamrock Just range is free from artificial colours, flavours and preservatives and includes Mixed Nuts, Mixed Fruit & Nuts, Almonds, Brazil Nuts, Cashew Nuts, Pecans, Hazelnuts, Pistachio Kernels, Pine Nut Kernels, Sunflower Seeds, Sesame Seeds & Pumpkin Seeds. “Just brings Shamrock to a whole new level in terms of its consumer base,” according to Peter Duffy, Shamrock Commercial Manager. “Consumers are becoming increasingly educated where the health and wellbeing of themselves and their families are concerned. We will continue to see strong growth in this emerging category for many years to come.”
Gem Pack Foods Gem Pack Foods has been producing and packing product in Ireland for 40 years. The company recently moved to a new purposebuilt factory in Damastown, Dublin 15, where the full range of sugars, dried fruits, rices and traditional desserts are all packed in the most up to date packaging formats. In most of the product areas in which Gem operates, they are the only remaining company packing in Ireland. Gem Pack Foods are proud and active members of Guaranteed Irish, promoting Irish excellence and jobs and helping Irish consumers who prefer to buy Irish.
Jacob Fruitfield Food Group
The Silvermints range from the Jacob Fruitfield Food Group now includes classic Silvermints, Mini-Silvermints Tin and new Silvermints Softies.
The Jacob Fruitfield Food Group is a privately owned Irish food manufacturer and distributor. The group has strong share positions in a range of large sectors of the food market, including biscuits under the Jacob’s and Bolands brands; sauces and pickles under the Chef and Real Irish Food Co. brands; preserves under the Fruitfield, Little Chip and Old Time Irish
RN March07A Celebration of All Things Irish ●
brands; confectionery including Silvermints, Scots Clan and Double Centre; and tea and coffee under the Bewley’s brand. Their main brands include Jacob’s (Fig Rolls, Kimberley, Mikado, Coconut Creams, Elite, Club Milk, Afternoon Tea, Jacob’s Cream Crackers), Tuc, Liga, Bolands, Chef, Fruitfield, Old Time Irish, Little Chip, Silvermints, Scots Clan, Double Centre, Yorkshire Toffee, Bewley’s, Real Irish Food Co.
The Jacob Fruitfield Food Group’s impressive biscuit portfolio includes some of Ireland’s best-loved brands.
Jacob Fruitfield Food Group is committed to supporting their key brands and newly launched ranges. With major investment in marketing support and significant focus on innovation, the Jacob Fruitfield Food Group will continue to grow in the future. Part of The Jacob Fruitfield Food Group portfolio, Silvermints, the classic “melt in the mouth” mint, is certainly one of Ireland’s best-loved confectionery brands. The Original Silvermints tube has been around since the 1920s and continues to maintain a loyal following to this day. Over the past two years, Silvermints has started to introduce new products to the range which target the younger Irish consumer. The super sleek and convenient MiniSilvermints tin was introduced into the market at the end of 2005, and is available in standard and sugar free varieties. The latest edition to the range is the new Silvermints Softies pack. With its crunchy outer layer and fresh coating, Silvermints Softies is a unique chewy mint that retails at just €0.55 per pack. Jane Manzor, Brand Manager commented, “The Silvermints brand has always performed well in the Irish market. With the recent innovations in the range, including Mini Silvermints and Silvermints Softies, we are looking forward to stronger sales growth in the brand.”
Irish Dairy Board Kerrygold, from the Irish Dairy Board, is now Ireland’s only truly
Kelkin Ltd has been committed to sourcing and developing products which offer Irish consumers ‘The Healthy Choice’ for over 30 years. 34
internationally known food brand. Originally developed for the UK market in 1961, it is now the leading butter brand in Germany, with sales of over 2m packs per week. It also has a strong consumer franchise in other EU countries, including the UK, Belgium, Spain and Poland. Despite the gradual dismantlement of EU market support mechanisms, markets continue to be developed, with Kerrygold butter a popular choice in the US and South Africa. Kerrygold products were launched in Australia in early 2005. A household name in Ireland, the Kerrygold brand is synonymous with quality and evokes all the traditional lifestyle values rooted in the Irish countryside. Supported by in-store promotion and television advertising, Kerrygold claims a 46% share of all butter sales in Ireland.
Kelkin Ltd Kelkin is a 100% Irish company which has been committed to sourcing and developing products which offer consumers ‘The Healthy Choice’ for over 30 years in Ireland. The range includes Functional Foods, Organic, Gluten Free, Dairy Free, Egg Free and Sugar Free options. Kelkin is also Ireland’s leading supplier of healthy food products and natural remedies, vitamins, and minerals, servicing the grocery and pharmacy sector since 1976. It was the first company to pioneer rice cakes and the idea of popping corn, as well as being the first to introduce muesli and soya to the Irish public.
A household name, Kerrygold claims a 46% share of all butter sales in Ireland.
RN March07A Celebration of All Things Irish ●
While all of its products are healthy, Kelkin’s organic range also offers customers the added benefits of organic food. Organic juices (750ml glass bottle) include Organic Carrot Juice, Organic Prune Juice, Organic Red Grape Juice and Organic Vegetable Juice. New additions to the range are Organic Tomato Juice and Organic Carrot & Orange Juice. Kelkin Organic Linseed, Organic Balsamic Vinegar, Organic Rice Cakes and Organic Oat Cakes are also available and in addition, an Organic Fruit Cake has just been added to the range. Kelkin products, including the full range of Kelkin Mueslis, Kelkin Rice Cakes, Kelkin Juices and Kelkin Microwave Popcorn, are available in all good supermarkets and convenience stores nationwide. More information on the Kelkin range of over 80 products can be found on www.kelkin.ie.
Dawn has expanded its range of delicious and nutritious Smoothies to four flavours: Raspberry Breakfast Smoothie; Blueberry; Strawberry; and Orange & Mango.
Kerry Foods In the same month when we celebrate all things Irish, Dawn has announced that it has expanded its range of delicious and nutritious Smoothies. The new range includes a Raspberry Breakfast Smoothie, which is a delicious blend of cereals, fruit and Probiotic yogurt, effectively making it breakfast in a bottle. The other new flavour is Blueberry, which is full of vitamins and antioxidants and packs a nutritious punch. The new variants will sit alongside the two existing flavours already on the market – Dawn Orange & Mango Smoothie and Dawn Strawberry Smoothie. Dawn is confident that the new flavours will prove extremely popular, and that the whole range now meets the changing eating habits and lifestyles of today’s busy consumer by delivering healthy and nourishing refreshment. As well as the new additions to the range, Dawn Smoothies have been given a great new look, conveying healthy refreshment for those with a fun active lifestyle. Dawn Smoothies will be heavily supported with sampling and in-store promotions. 36
Marine Harvest Ireland have been bringing the finest quality Irish salmon to discerning customers across the globe since 1979.
Marine Harvest Ireland Marine Harvest Ireland have been bringing the finest quality Irish salmon to discerning customers across the globe since 1979. As a business, they pride themselves on being Irish. It is the expertise of their staff and the unique nature of their exposed sites in Donegal and Clare Island that allows Marine Harvest to offer customers such a fantastic product. As a business, they are committed to operating to the highest quality standards. Being Irish is one element of who they are, but they must deliver a product which offers an exceptional taste experience to grow within this
highly competitive market. Marine Harvest Ireland have a strong base of customers that use the product origin as a point of difference for consumers. In France, their customers specifically request salmon from Lough Swilly in Donegal, because of its fine quality and taste. They then market it as Irish with their customers. It is important to them that if they market it as Irish, then it must be of the best quality, to satisfy their consumer expectations. The Marine Harvest Ireland product range includes premium Irish salmon from Donegal and Irish organic salmon from Clare Island.
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RN March07Seafood ●
Seafood Sales Soaring! The BIM Seafood Circle has been extended to encompass fish retailers and is a vehicle for the promotion of seafood as a healthy eating choice.
John Daly and Emer Russell from Superquinn Finglas receiving their 2007 Seafood Circle initiative plaque from Helen Brophy, Market Development Manager of Bord Iascaigh Mhara (BIM) at a ceremony in the Conrad Hotel Dublin.
In
2001, BIM introduced the Seafood Circle, a membership based initiative for publicans serving food on lunchtime menus. The programme sought to support, encourage, educate and promote the members. The BIM Seafood Circle initiative has now been further developed to encompass not only pubs but also restaurants, hotels and fish retailers. With diminishing supplies, reduced quotas, sustainability concerns and competition from external markets, one of the overarching goals of BIM’s Development Programmes is to assist stakeholders to improve the quality of seafood offered for sale, thus capitalising on this valuable resource. The Seafood Circle addresses the issues of quality and service and is an excellent vehicle for the promotion of seafood as a healthy choice. Prior to this, BIM’s ‘Fish: It’s as Simple as That!’ campaign focused on encouraging the consumer to eat more seafood and more recently, the ‘Fish, at the Heart of a Healthy Diet’ promotion focused on the health
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benefits of fish consumption. In the current climate, and with the focus now on the sustainability of the environment, it is much more appropriate to highlight seafood as a healthy option and direct the consumer to the best places to buy and enjoy seafood.
Seafood Circle Retail Over the past two years, BIM operated a pilot awards scheme with both the independent retail sector, represented by IASC, and Superquinn. This proved extremely successful and an excellent launch pad for the retail element of the Seafood Circle.
The Seafood Circle Retail is now divided into two distinct categories: Seafood Specialist, aimed at the independent fish retail sector, and Supermarket Seafood Counter, aimed at the multiple groups and growing number of independent supermarkets and specialist food shops. In this sector, retailers are invited to apply for membership. All premises receive a minimum of two visits from experienced BIM staff and an independent assessor. A strict set of criteria applies and the assessors report to an Approvals Committee prior to awarding membership. Over 50 retailers have been awarded
RN March07Seafood ●
Seafood Circle membership for 2007. BIM worked with well-known food writer Georgina Campbell to develop the initiative for the hospitality sector. 59 restaurants and pubs serving quality seafood are now identified as BIM Seafood Circle members in the latest edition of “The Guide”. This publication is well respected as the best independent guide to dining in Ireland and is widely distributed both here and abroad. The website, www.irelandguide.com which supports the guide, also highlights the Seafood Circle establishments selected by Georgina’s team of inspectors.
Birds Eye have a delicious range of cod fillets available in light golden crumb and light crispy batter.
The Birds Eye brand is synonymous with the Frozen Fish category and claims leadership of the kid’s fish category. Birds Eye Fish Fingers are Ireland’s favourite Fish Finger with 80% value market share (ACN Scantrack Jan07). Every year, more than three million packs of Birds Eye Fish Fingers are bought in Ireland. Consumers love Birds Eye Fish Fingers because not only are they tasty, they are also a great way to encourage kids to eat nutritious fish as
Product Knowledge and Labelling The Seafood Circle will have a number of layers and the spin-off activities will include workshops on product knowledge and labelling for the retail sector, newsletters for hospitality and a closer working relationship between buyers and suppliers. Three distinctive plaques have been developed for the sectors to denote Seafood Circle membership and BIM is planning a nationwide promotional campaign to support the Seafood Circle. Both the retail and hospitality Seafood Circle Members 2007 were acknowledged at a presentation lunch in the Conrad Hotel Dublin recently.
Unilever As one of the largest and most successful grocery brands in Ireland, Birds Eye is looking forward to an exciting year ahead as the number one brand within the frozen food category (ACN Scantrack January 06). The Birds Eye range successfully stretches across the categories of poultry, vegetables, fish, ready meals, red meat, and potatoes. Birds Eye food is frozen at the peak of perfection, so there is no need for additives, flavours, preservatives or colours. Their quick-freeze method locks in all the quality and flavour straightaway so that everything is deliciously tasty while retaining all the goodness. So when consumers cook any Birds Eye product, it’s as tasty and nutritious as when it was made. 40
Every year, more than three million packs of Birds Eye Fish Fingers are bought in Ireland.
Birds Eye Fish Fingers contain no artificial colours, flavours or preservatives, are low in saturated fat and are rich in protein and vitamin B12 to fuel healthy growth. In coated fish, Birds Eye have a delicious range of cod fillets available in two variants: light golden crumb and light crispy batter. Birds Eye have also extended their Fish Recipe range with the launch of the Birds Eye Simply Salmon range, succulent Wild Pacific Salmon Fillets in Malted and Garlic and Herb crumb. The fish recipe sector represents 12% of frozen fish market, doubling in value to €5m versus last year.
Green Isle Foods Donegal Catch is Green Isle Foods’ Frozen fish brand. In keeping with consumer trends, the brand is always striving to create excitement in the frozen fish category and currently claims over 50% of the
Donegal Catch have introduced new Multigrain Whiting Fillets containing Wheat, Oat and Quinoa seeds.
RN March07Seafood â—?
frozen fish market, and continues to maintain its strong position as brand leader in frozen fish. Recent food trends show consumers eating more fruits, vegetables, grains, nuts and yogurts, while there are also increased numbers of people choosing organic and choosing to shop at farmers’ markets. In keeping with these trends, Donegal Catch have introduced new Multigrain Whiting Fillets containing Wheat, Oat and Quinoa seeds. Whole grains have many health benefits, including reducing the risk of heart disease, high cholesterol and high blood pressure.
Marine Harvest Ireland Marine Harvest Ireland has been bringing the finest quality Irish salmon to discerning customers across the globe since 1979. Their range of Premium Irish Salmon from Donegal and Irish Organic Salmon from Clare Island ensures that their product range satisfies the different needs of the various types of consumers in the Irish fish market. According to Marine Harvest Ireland, the Irish fish market is experiencing strong growth (+12%), driven by increased consumer awareness of the health benefits offered by fish. Oily fish, such as Salmon, contains Omega 3 fatty acids which help maintain a healthy heart and many other health benefits for the whole body. Nutrition experts recommend the consumption of 2-3 portions of fish per week, one of which should be oily. Salmon accounts for 41% of the total fresh fish market, a popular choice with Irish consumers. As a business, Marine Harvest are committed to operating to the highest quality standards, bringing their customers the best quality salmon in a format which will offer them real opportunities for their business.
Boyne Valley Foods Boyne Valley Foods is the only supplier offering tuna, brisling and sardines in Ireland. The Rob Roy range of tuna, sardines and brisling is the only Irish owned canned fish brand on the market. Rob Roy Tuna Chunks come in oil or brine and in two sizes, 185g and 95g, while the brisling and sardines are available in oil or tomato.
Marine Harvest Ireland has been bringing the finest quality Irish salmon to discerning customers across the globe since 1979.
While there is a steady consumer demand for the range throughout the year, sales tend to peak during the summer months, a reflection on the convenience aspect of the product, as well as its good nutritional properties and the excellent value of good fish during this period. Nutritionists now recommend that we eat fish containing Omega 3 polyunsaturated fatty acids at least twice weekly. Rob Roy sardines and brisling contain Omega 3, which has been proven to contribute towards a healthy heart and body by protecting against coronary heart disease. Rob Roy also has an extended range of fresh fish Rob Roy has an extended range of fresh fish including Cold Water including Cold Water Prawns, Jumbo Prawns, Prawns, Jumbo Prawns, Black Tiger Prawns and King Prawns in Brine. Black Tiger Prawns and King Prawns in Brine. Also available are Rob Roy rollmops. Rob Roy tuna, sardines and brisling will be supported by consumer press advertising and have some interesting consumer promotions lined up throughout the year.
Batchelors Picnic is a brand synonymous with quality at a very reasonable cost to Picnic is a key player in the canned fish market the consumer. With a long with an extensive range, including tinned Tuna, tradition in the Irish Salmon, Sardines and Herring Fillets. market, Picnic is a key player in the canned fish Also available in the Picnic range market with an extensive range. of canned fish are sardines, Tuna, the fastest growing product mackerel, herring fillets and red and in the category, is a popular choice for pink salmon. Recent reports point to slimmers and people seeking a high the need for greater intake of level of protein in their diet. Tuna Omega 3 fish oils among the Irish chunks and tuna steaks are available adult and child population. Fish in both oil and brine. One of Picnic’s such as Picnic salmon, mackerel, most popular products is a triple pack herring and sardines are naturally 80g tuna in oil or brine with a rich in Omega 3. convenient ring pull. 41
RN March07Money Matters ●
Irish Economy Still Healthy Carmel Linnane examines the economic outlook for Ireland over the coming months. “The Central Bank inflation forecast for 2007 is 4.5%, which makes it the highest in the euro zone. Curbing inflation is, therefore, high priority as it is impacting on competitiveness.”
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Despite
the recent hiatus about the Celtic Tiger coming down with a terminal illness, the outlook for the Irish economy remains generally good. Economists seem happy enough that growth will remain in positive territory and unemployment remain low. However, inflation and interest rates are up and the property sector is experiencing what is euphemistically deemed a ‘cooling off’.
Housing Strong migration, employment growth, substantial increases in after tax incomes, budget measures to support mortgage borrowing and maturing SSIAs combined to underpin demand while supply stabilised. The result of all this is that house prices should see a modest rise in 2007, according to IIB chief economist Austin Hughes. The Central Bank says that although underlying demand factors for housing remained strong, their impact has been tempered by a raft of interest rate hikes since December 2005. The high level of housing output (90,000 units were completed last year) has also led to a levelling off in the rate of house price growth. A worrying factor is that propertyrelated lending accounted for about
four-fifths of the increase in credit during 2006. The Central Bank said that residential mortgage borrowing had pushed personal sector credit to almost one-and-a-half times personal disposable income at the end of 2006.
Inflation The increase in the Consumer Price Index (CPI) during 2006 was 4%, up from 2.5% in 2005. The rise was primarily due to one component, mortgage interest payments. These rose by 45% in the 12 months to December, reflecting a combination of higher interest rates and larger mortgages, adding some 2.1 percentage points to the overall inflation rate. So if you took mortgages out of the loop, CPI inflation in December was only 2.8%, according to Bank of Ireland’s Chief Economist Dan McLaughlin. The Central Bank inflation forecast for 2007 is 4.5%, which makes it the highest in the euro zone. The Bank says that curbing inflation is, therefore, high priority as it is impacting on competitiveness. At the very least, the Bank says we should eliminate the inflation differential between Ireland and the euro area, but it may be necessary over time to have a lower inflation rate than the rest of the euro zone in order for our price level
RN March07Money Matters â—?
to fall, in relative terms, when compared to our trading partners. In order to reduce domestic inflationary pressures, there needs to be more competition in those sectors of the economy where it remains limited. Weaker productivity performance in recent years has contributed to relatively significant increases in unit labour costs, adding to competitive pressures on the exporting sectors. Boosting productivity growth through longer-term policies such as improving infrastructure, research and development and human capital can also help to improve competitiveness and ease price pressures over time.
Trends Overall consensus seems to be that the economy has gone out of kilter and needs a rebalancing to get back on track. A dampening of domestic demand would contribute to limiting domestic inflationary pressures. This, combined with domestic policy measures, would contribute to a better export performance. Such a rebalancing of demand would contribute to reducing the current account deficit, which grew to an estimated 3.75% of GNP in 2006.
growth rate for last year and may be slightly above the economy’s mediumterm growth potential. However, it warned that despite the interest rate rises, the demand for credit in Ireland remains strong and that Ireland's private sector credit to GDP ratio was now the highest in the euro area. Bank of Ireland’s chief economist Dan McLaughlin is estimating GDP growth of 6% in 2007, and 5% in 2008. In 2006, about half of the growth can be put down to the consumer, with High Street spending underpinned by buoyant household income, in turn boosted by robust employment growth and solid wage gains. Residential investment slowed, but this was offset by a strong rise in non-residential construction, and a rebound in exports, notably from the service sector. McLaughlin says there does not seem to have been a notable SSIA impact on spending as yet, although he does expect this to materialise in 2007, so supporting consumption in the face of stubbornly high inflation and rising interest rates. McLaughlin estimates Irish inflation, as measured by the Consumer Price Index (CPI), will average just under 4% in 2007. He thinks the annual inflation rate is likely to fall through the year, however, from a peak of 5% in January to around 3% by next December, and 2008 should see the average decline to under 3%.
Wages
The Central Bank is forecasting a GNP growth rate of 5.75% (GDP 5.5%) for 2007. This rate of growth is only slightly less than the estimated
Annual wage inflation in Ireland has been in a broad 4-6% range for the past five years. McLaughlin says a marked slowing in aggregate wage inflation is unlikely against the backdrop of an acceleration in price inflation and buoyant labour demand, but the industry split does show that the trend is by no means uniform. Earnings growth in construction, for example, has slowed. Given the growth in employment in the sector, the trend clearly implies that migration inflows may be dampening wage pressure, says McLaughlin. However, in the financial services sector, in contrast, wage inflation has accelerated considerably,
averaging 5.9% in the first half before rising to 8.8% in the third quarter. He said the employment trend in manufacturing industry has been downward, so one might expect to see subdued wage trends in this sector. Finally, public sector wages rose by 5.3% on average in the first half of 2006. McLaughlin said the fact that market forces seem to have some role to play in influencing wage trends is encouraging, although the various national pay agreements no doubt influence trends and expectations outside the industries directly affected (largely the public sector). However, the current agreement, negotiated in June 2006, which sets a 10% pay norm over 27 months, is unlikely to have a significant impact, as the available data would suggest that the figure largely reflects the economywide trend anyway, with the implications that annual wage inflation may well continue to move around 5% for the next few years. Average earnings are growing in the 4-6% range, with 5% expected in 2007.
Labour Employment growth is slowing but still likely to average 75,000 this year. The demand for labour has been remarkably strong over the past few years, with the total at work now exceeding two million for the first time in the history of the State. The pace of employment growth has started to slow, however, with the annual gain in employment slipping to 83,000 in the third quarter of 2006 or 4.2%, from 97,000 twelve months earlier (5.1%). The deceleration partly reflects slower growth in construction employment and a more sluggish pace of job creation in certain areas of the services sector, including financial, public administration and education. McLaughlin expects the pace of job creation to ease further in 2007, although employment is forecast to rise by 75,000 on average over the year, from 86,000 in 2006. The former equates to a 3.7% rise in the numbers at work, which, given his 6% GDP forecast, also implies a further recovery in productivity growth.
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RN March07Energy & Sports Drinks ●
GSK Spurs The Market Claire Kearns, Customer Marketing Manager, GlaxoSmithKline Consumer Healthcare, on the continued rise of the sports and energy drinks sector.
Claire
Kearns, Customer Marketing Manager at GlaxoSmithKline Consumer Healthcare, is in the enviable position of looking after the Lucozade and Lucozade Sport brands for the healthcare giant. Enviable, because the two brands continue to be star performers in a market that continues to mushroom year-on-year.
How is the market performing? “According to our latest figures received from ACNielsen, the Energy and Sports Drinks sector has shown value growth of 20% year on year (source: ACNielsen ROI, Market Track, Sports and Energy, MAT Value, 8 w/e 24 Dec 2006), compared to the
overall soft drinks market, which has grown by 12%. As such, the market remains a buoyant one, which shows no signs of slowing down. “Within the Energy/Sports drink sector, the Lucozade brand as a whole remains the strong number one player with a market share of 66%. Lucozade Energy remains Ireland’s leading energy drink with a 66% share of the energy drinks market, whilst Lucozade Sport remains Ireland’s number one sports drink with a 64% share of the sports drink market. “The one shot sector of the sports and energy market continues to show strong growth, with an overall 20% value increase in sales year on year. In particular, Lucozade Energy’s portable one shot bottle format is phenomenally popular as it’s ideal for refuelling on the move. As such, it’s firmly positioned as the number one pack (0650ml) in the Energy/Sports Drinks sector.“
Why are people buying these products?
Courtesy of GlaxoSmithKline
Source: AC Nielson, ROI, Market Track, Groups, One Shot Carbonated Drinks, 0-650ml, MAT Value Share WE 8 DEC 2006.
44
“Energy and Sports Drinks now experience a year round demand. Sitting down for a snack or meal has become increasingly alien – especially amongst young adults, who would be the key con-
sumers for energy drinks. Our society is fast-paced and time poor. Grabbing refreshment on the go has become part and parcel of the everyday existence, so one shots have become very popular. “In fact, our research has revealed that 90% of Sports and Energy Drinks are consumed ‘out of home’ compared to only 71% of carbonated drinks (Glacier Consulting Ltd, May 2006). “Today’s shoppers are increasingly likely to seek out an energy lift for specific times during the day. Key times and needs for Lucozade Energy, for example, include the mid-morning ‘pick-me-up’, beating a mid-afternoon energy low and getting through rush hour traffic fatigue. “Sports and Energy drinks are consumed by people of all ages. A recent point of purchase study also showed the preference of Sports and Energy drinks by older generations, with 48% of the over 35s who purchased from the impulse drinks category choosing a Sports and Energy drink (Glacier Consulting Ltd, May 2006). “Demand for Energy drinks climbs in the summer and at Christmas too, as shoppers feel they need an ‘Energy Extra’ more and more to get through the festive season. “Irish consumers have also become increasingly aware of the valuable difference which scientifically based
RN March07Energy & Sports Drinks ●
sports drinks can make to training and performance. In the case of Lucozade Sport, this can be applied to specific benefits which are derived by drinking the product before, during and after sport. “Major sports events will also ensure that sports drinks are front of mind so it’s important to stock up and capitalise when these are scheduled. “Obviously, store location can influence demand in this sector too and should be fully exploited. For example, a store near a sports ground will experience an uptake in sales of sports drinks when an event is held. “Likewise, a shop near a secondary school or university would probably see high demand for sports and energy packs – particularly Lucozade Energy one shots, as this group would be major consumers of the brand. Strong sales would be forecast during the daytime, Monday to Friday, and peaking even more around exam times. “Locations along busy roadside routes can also expect to achieve high sales volumes for energy drinks as drivers often look for a ‘pick me up’ to have on their journey. “Other interesting research findings include the insight that of all sub categories, Sports and Energy drinkers are most brand loyal. These consumers have a definite brand of choice to meet their energy or rehy-
dration needs. Water consumers, on the other hand, are least brand loyal.”
How should retailers manage energy and sports drinks on-shelf and in the store? “Energy drinks should be well visible at a glance for ease of impulse shopping. So a high profile location instore is the first, essential step in store layout to fully capitalise upon the sales opportunity. Coolers should be near the point of entrance to the store or else the checkout. “Drinks should be clearly segmented between Carbonates, Sports and Energy Drinks, Waters and Juices. Sports and Energy drinks should be displayed close by, but separate to, standard carbonates. Retailers can further maximise sales with Point of Sale material. “Sports and Energy drinks should receive a percentage of space in line with their market share and current growth rates, and brands should be blocked within segmented space. “Retailers should stock up with the full range of pack formats and variants. In particular, portable one shot pack designs are now synonymous with this sector and have proven to be a huge success on the marketplace. One shot bottles (0650ml) account for 83% of one shot sales: therefore, retailers should ensure that core lines, like Lucozade Original Energy one shot bottles, are prominently positioned and wellstocked in line with their rate of sale to avoid an off sales situation arising. “Products should be segmented further on-shelf according to the consumer needs they satisfy. For example, Lucozade Energy meets very different energy needs to Lucozade Sport – energy for day to day living versus energy specifically for sporting situations. “GSK are com-
mitted to providing retailers with a high level of merchandising and instore support and are always happy to be called upon for help and advice as the market leader in this category.”
How does GSK support activity at trade level? What can the GSK Rep do for retailers? “Trade relationships remain a major priority for GlaxoSmithKline and therefore all major activity includes an in-store focus. GSK Sales Developers will always fully brief retailers on new products, product developments and product launches. “We will always support major campaigns with a comprehensive range of promotional material which the retailer will have at their disposal. We also have generic material available year round. The GSK representative can supply this material and give good advice as how best to use it to drive sales for the brand in-store. GSK Sales Developers will also provide retailers with category management data and advice to help maximise sales in this sector. “It’s vital too that retailers are familiar with brand benefits as well as the entire product range which is available. Our Lucozade range includes different products for varying energy needs and all GSK reps have extensive knowledge of all products and will in turn pass on this knowledge to the trade. “The Sales Developer’s role is complemented by our trade press advertising and PR, which form two more links in the chain of communication which we like to keep open with our valuable customers.”
How do you see the future of the sector? “We expect that sales will continue to be strong in this sector. We will continue to support and invest in the entire Lucozade portfolio, ensuring that the brand remains a driving force in this category. There will be a full scale programme of marketing activity which will be rolled out for the Lucozade brand over the coming months, so we advise the trade to stay tuned for further updates.” 45
RN March07Energy & Sports Drinks ●
Energy Market Revs Up!
Lucozade Energy is available in a range of formats to suit different consumer needs.
The most dynamic sector of your drinks cooler, the Energy and Sports Drink market continues to capture the imagination and wallets of Irish consumers.
The
Energy and Sports Drinks market continues to show massive growth, in the region of 20% year-onyear, making it the most dynamic sec46
tor in the entire soft drinks canon. According to Lucozade Sport continues to go from strength to strength GlaxoSmithKline, on the Irish marketplace. who own the Lucozade Energy and Lucozade Sport Lucozade Energy is the country’s brands, sales in this sector are now number one energy drink brand, effectively year round. Competition is claiming 66% value share of the growing with new entrants to the Energy Drinks market and 17% market, so for the main brands to congrowth year on year (Source: AC tinue their growth patterns, a 12Nielsen ROI, Market Track, Sports month calendar with dynamic, innoand Energy, MAT Value, 8 w/e 24 Dec vative support is vital. 2006) All the main players run highly Perfectly meeting consumer visible support campaigns during the requirements for refuelling on the year, on TV, outdoor and press, as they move, Lucozade Energy’s portable one endeavour to ensure that their brand shot bottle format is phenomenally is top of mind with consumers in this popular and is the No.1 pack (0increasingly competitive sector. 650ml) in the Energy and Sports Drinks sector with 17% share. Already setting new standards for GlaxoSmithKline innovation and excitement, Lucozade To ensure ongoing success for the Energy Charger was launched last Lucozade brand as a whole, year; a super-sleek new 250ml one GlaxoSmithKline continues to invest shot can, ideal for fast consumption major levels of support in both and energising on the go. Lucozade Energy and Lucozade Sport. Retailing in the Lucozade Energy Both brands are marketed separately Original variant, the new product has under their respective platforms. The already provided another boost for the range also includes Lucozade Hydro brand’s leadership status in the Active which is marketed under a fitEnergy Drinks sector, delivering ness hydration platform.
RN March07Energy & Sports Drinks ●
incremental sales in the relatively short period since its launch. Can sales are growing within the energy drinks sector at 45% year on year (Source: AC Nielsen ROI, Market Track, Sports and Energy, MAT Value, 8 w/e 24 Dec 2006) and this move has tapped into this growing format. The Lucozade Energy Charger can has a super-sleek appearance which means that it really has a strong impact onshelf. Also, their consumer research has indicated that this serving portion perfectly matches consumers’ requirements for a revitalising drink they can quickly down in one (Source: B&A Qualitative Research Nov/Dec 05). To further develop the success of this pack format, GSK have just introduced a new four pack format. This will cater perfectly for the take home energy can market which is growing at 89% (Source: AC Nielsen ROI, Market Track, Sports and Energy, MAT Value, 8 w/e 24 Dec 2006) and will also provide another choice within their product portfolio to cater for in-home energy needs and occasions.
Lucozade Sport’s through the line activity features instantly recognisable sports heroes like Ronan O’Gara.
2007 will see the entire Lucozade Energy range supported by an intensive schedule of marketing activity.
The brand’s distinctive ‘Teddy Bears’ advertising campaign will be further developed, driving home Lucozade
Powerade Has the Will to Succeed IN the competitive world of sports energy drinks, the endorsement of sports celebrities has long been an essential part of the marketing mix. Powerade claims to have increased its share from 17.3% to 19.5% in the last two years (Canadean ROI Q4 2006 MAT vs Q4 2004), and the brand is taking a novel approach in 2007 to help drive sales even further. It is reaching into the key target consumer group of young, male sports participants and asking one of its own to take on the huge physical challenge of the Dublin City Triathlon. This is not just some local endorsement deal, however. Will Cullen, a 22 year old from Whitehall in Dublin will be the hero of a massive TV, Outdoor, Online, PR and POS campaign to run through the spring, summer and autumn. Will beat off a shortlist of willing participants - from farmers to firemen - following an island-wide search. His training schedule began on February 20, six months and six 48
Powerade is embarking on a massive promotional campaign over the coming months based around the Dublin City Triathlon.
days before being asked to swim 1500m, cycle 40km and run 10km through the Phoenix Park. Powerade will be at his side with help on pre-hydration, nutrition, training, and the small matter of a camera crew to film his every painful step for the armchair pleasure of the Irish nation. Powerade is providing the help - but it is Will's Challenge! The tagline of the campaign is ‘Never Give Up!’ See www.nevergiveup.ie for more details.
RN March07Energy & Sports Drinks ●
Energy’s energy transforming properties loud and clear. The brand is also set to benefit as the smash-hit TV series ‘Lost’ returns to RTE, with Lucozade Energy’s high profile sponsorship support continuing, complete with memorable new stings. Exciting product development and dynamic promotions will also ensure that the brand continues to set the pace in the energy drinks category as the peak summer sales season approaches. Positioned as the No.1 Sports Drink , Lucozade Sport continues to go from strength to strength on the marketplace with a share of 64% of the Sports Drinks sector (Source: AC Nielsen ROI, Market Track, Sports and Energy, MAT Value, 8 w/e 24 Dec 2006). A dynamic programme of marketing support recognises and reinforces the product range’s distinctive positioning, set against the context of the entire Lucozade brand. Central to all activity is maintaining credibility through the brand’s sports science claim and by developing strong relationships with leading sports bodies, teams and personalities. Underlining Lucozade Sport’s ongoing commitment to supporting Irish sport, the brand is Official Sports Drink of the FAI, Munster Rugby, 23 GAA county teams and the National Coaching and Training Centre. Activity through the line features instantly recognisable sports heroes and the best of home-grown sporting talent across a number of disciplines – including, notably, Damien Duff and Ronan O’Gara. Additionally, Lucozade Sport’s high profile GAA Ambassadors – including Colm Cooper, Derek Lyng, Owen Kelly, Oisin McConville, Dessie Dolan, Cora Staunton and Brendan Cummins – continue to appear in exciting marketing initiatives across the product range. Superb promotional offers also drive sales success and are heavily supported at both trade and consumer level to ensure uptake. Ensuring a ‘head start’ to sales during 2007, the brand recently launched a generous promotion offering consumers the chance to pick up a free, cool beanie
hat with every two bottles of the brand’s 600ml plus 25% extra free bottle purchased. This timely marketing move strongly capitalised upon all the excitement of the return of the rugby international season. In addition, the initiative also reflected the brand’s ongoing status as the Official Sports Drink Sponsor of Munster Rugby. And ensuring that the brand can be enjoyed across a variety of sporting occasions, Lucozade Sport remains the subject of ongoing format innovation. In particular, the brand’s high performing 500ml sports pack range retails in a dynamic and contemporary format, with a streamlined bottle shape and sports cap spelling ease of consumption and complete portability – a winning combination for sports participants and enthusiasts alike. The range also includes Lucozade Hydro Active – a premium fitness water which remains a popular choice for consumers for whom getting in shape and staying fit is a priority. Backed by the strong brand promise ‘Better Hydration, Better Exercise’, Hydro Active replaces lost fluids fast and provides better hydration for exercise than water alone (Source: Journal of Applied Physiology. 1996, 80 (4): 1112-1117), thanks to its refreshing, light fruit flavour which encourages greater amounts of fluid to be consumed. To further develop the brand’s sports and fitness status within the sports drink category, Hydro Active will continue to be strongly supported by a heavyweight programme of activity continuing throughout the year.
13% increase. However, Red Bull continues to outperform the category with a massive 23% year on year growth.
Shark Shark energy drink is based upon traditional Thai recipes with high quality carbohydrates, dextrose, sucrose and Natural Strawberry Extract to give consumers an immediate lift and energy boost. Shark’s active ingredients include caffeine and taurine, to stimulate consumers both mentally and physically. Shark is continually expanding its distribution on a nationwide basis, in both chains and independent accounts, enabling more and more people to enjoy its fresh and natural ingredients. According to its producers, Shark is now recognised as “a quality, premium brand with natural ingredients
Red Bull Red Bull has grown by a phenomenal 50% in the last three years on the island of Ireland. In the Republic alone, the brand is up by a massive 62% in the off-trade over the same period. Indeed, in 2006, the total soft drinks market grew by 9%, with the waters and sports and energy categories being the main drivers. The sports and energy category continues to grow faster with a Red Bull continues to outperform the category with a massive 23% year on year growth.
49
RN March07Energy & Sports Drinks ●
that provides excellent profit margins, as well as a high class and great tasting energy boost for the consumer”. See www.sharkenergy.com for more information.
Boost is available in 500ml and 1L resealable silver PET bottles.
Boost Energy Drinks
Shark is continually expanding its distribution throughout Ireland on a nationwide basis.
Boost drinks have proved to be a huge success in both the UK and Northern Ireland, claiming a massive 200% growth in the UK alone since 2003. The Boost brand aims to mirror this success in Ireland, boasting that it offers “a great profit margin in an increasingly growing and competitive sector”.
Boost is available in 500ml and 1L resealable silver PET bottles, making it one-of-a-kind. With added energy releasing B vitamins, caffeine and amino acids, such as taurine, Boost drinks work alongside the existing natural metabolites found in the human body to provide an extra boost of energy when needed most. Boost is also now available in a new 250ml can.
Category Management Tips from GlaxoSmithKline Vertically Block: This tends to spread out the hot spots across the fixture so the shopper has a better probability of engaging with the fixture, finding their product and comparing choices. Utilise Key Hot Spots: these tend to be grab level. Higher fixtures result in cold spots at the top. Small packs (such as cans) should not be on high shelves: They are 50
easier to see, grab and consider on lower shelves. Brand Block: The key signpost for product selection is BRAND so shoppers will use this to navigate the fixture. This demonstrates the importance of branded coolers on reinforcing brand presence and visibility in-store. Ensure all cooler lights are bright and in working order: A broken light is an unchilled cooler
from the shopper’s perspective. Ensure all products are fully stocked and faced off: A clear, clean, well stocked display positively communicates the total store image at a subconscious level. Full choice needs to be offered to the shopper, regardless of fixture size: This can achieved by ensuring key brands and a range of different flavours and choices are available.
RN March07Household Cleaning ●
House Proud Innovative, time-saving new products are fuelling growth in the household cleaning sector.
Spring
is well and truly in the air, and Irish consumers are taking advantage of the longer evenings to indulge in the traditional spring-cleaning. Household cleaning products, however, are year-round sellers, with a plethora of new products contributing to market growth. The entire household care market is worth more than €240m per annum, which includes the massive laundry sector (see separate feature). Household Cleaning Products account for €23.8m each year, up 1.6% in value terms. General purpose cleaning products are worth €14.7m (61.9% of the market), while kitchen cleaners account for €4.1m (17.2%), bathroom cleaners for €3.6m (15.1%) and window cleaners the €1.4m (5.8%) According to industry experts, growth is coming primarily from general purpose cleaning products, with wipes, in particular driving growth. However, bathroom cleaners, both triggers and liquids, are also showing strong growth. Within formats, overall the market is divided into: Format Value Share Triggers 50% Liquids 21.9% Wipes 16.8% Cream/Gels 8.7% Aerosol 1.5% Powder 1.1%
Growth (+2.9%) (-5.2%) (+11.9%) (+2.7%) (+8.7%) (-40%)
The launch of new Cif Stainless Steel Spray will be strongly supported with TV and PR.
The toilet cleaning market is worth €22.3m, and is growing at 6.4%, while the machine dishmash market is worth another €25m. Much of the growth across the entire household cleaning sector can be attributed to the development of new products helping to save time and increase convenience of use. These developments include multifunctional products, new ingredients, new formats and applications.
Unilever New Cif Stainless Steel Spray not only thoroughly degreases and removes stuborn dirt like limescale, watermarks and grease, it also brings out a gleaming shine, while caring for surfaces. Endorsed by Franke, the worldwide leader in Stainless Steel, it is ideal for use on Stainless Steel ovens, hobs, hoods, kettles and toasters. The launch will be strongly supported with TV and PR. 51
RN March07Household Cleaning ●
Cif claims leadership of the household cleaning sector, claiming a 23.2% value market share (+10.6%) and this is driven by the exceptional performance of the Powercream Triggers. Cif Powercream Bathroom, Kitchen and Bleach Sprays meet consumer needs for tough cleaning but are gentle on surfaces. Established 50 years ago with the cream, Cif now has a variety of formats all designed to make easy work of tough cleaning. Domestos dominates the €35m bleach sector with a 50.7% market share. Fragranced bleaches continue to be popular, with Domestos Pink Power now being the second largest product in the Domestos portfolio, providing consumers with the reassurance of Domestos in their toilet with a fresh fragrance. Another success is Domestos Bleach Spray, which promises to take the hygienic cleaning of bleach all over the home by offering the unbeatable germ killing power of Domestos Bleach in a convenient spray format. Sun has been one of Ireland’s favourite dishwash brands for 25 years and is available in a variety of detergent formats, from powder and liquid to tablets. Sun is heavily supported on TV with adverts starring the Sun dishwashing experts who will stop at nothing to develop the best products. The latest launch in the range are Sun 5in1 Extra Power tablets with a unique Hydrofilm wrapper that remove even the toughest stains.
Johnson & Johnson Johnson & Johnson’s J Cloth is the original multi-purpose cleaning cloth that can be used in the kitchen, bathroom, car and garden. The J Cloth range includes; J Cloth 5’s, J Cloth heavy duty mixed 3’s, J Cloth mixed 10’s and J Cloth mixed 20’s. The mixed packs are available in blue, yellow, red and green, which allows consumers to differentiate between the cloths they use for the kitchen and those that are used in the bathroom. The heavy duty mixed 3’s are designed especially for those tougher jobs. The newest introduction to the J Cloth range are J Cloth Re-usable Wet 52
New J Cloth Re-usable Wet Cloths have a smear-free formula and are machine washable at 60ºC.
Cloths. J Cloth wet cloths clean all surfaces, leaving a fresh citrus scent and can also be used up to six times as a traditional cleaning cloth. These wet cloths have a smear-free formula and are machine washable at 60ºC. All of the cloths within the J Cloth range are reusable and recyclable. Instead of throwing a disposable cleaning cloth or wipe into the bin, consumers can throw it into the washing machine re-use the J Cloth again and again.
Killeen Killeen, from the Boyne Valley Group, offers a wide and varied range of quality products to cater for all consumers’ cleaning requirements, Killeen’s impressive portfolio includes cloths, refuse sacks, sponges, scourers, soap pads, scrubs, steel wool and air care products. The refuse sack market is continuing to grow in value and volume terms and the Killeen brand is driving market growth, claiming to
Irish Consumers Hate Cleaning! A RECENT survey confirmed what everyone in Ireland knew to be true: cleaning the home is found to be the chore Irish consumers dislike the most. What this means for manufacturers and retailers is that any new products that make cleaning easier for consumers, or help them to save time on this most unpleasant of tasks, will be quickly accepted by the Irish public and purchased in vast quantities. Most of the growth in the household cleaning market can be attributed to the development by manufacturers of new products helping to save time and increase convenience of use. These developments include multi-functional products, new ingredients, and new formats and applications. New product development is a necessary investment for manufacturers, given that it is one of the few areas that impacts positively upon unit prices. The main emphasis of new product developments is on offering superior convenience and efficiency compared to alternative offerings. According to a recent study into the household care sector by Euromonitor, convenience and value for money are more appealing attributes to consumers than any perceived ecological benefits these products could offer. Mainstream manufacturers also took some of the sting out the ecological trend by releasing products with a ‘green’ edge, such as non-biological laundry detergents.
RN March07Household Cleaning ●
The Killeen brand is driving market growth in the refuse sacks sector.
be the number one brand of refuse sacks in Ireland, selling twice as many refuse sacks as all other brands combined. The Killeen cloths range includes: all purpose, yellow dusters, stockinette and Wet ‘N’ Dry. For tough grease and stubborn stains, the portfolio includes Kitchen Mate, Spongella and Cloth O Gold. The Killeen pink and lemon soap pads are perfect the ground-in stains leftover from the family dinner. Other exciting new additions to the household range include 4 pack Microfibre Cloths, Bathroom Cleaner, Dual Cloth, Mop Ups and Polishing Sponges. The entire Killeen range is supported by strong promotions and advertising throughout the year.
Allegro At present, the total aircare market is estimated to be worth over €21m at RSP and is growing at around 3% in value terms year on year. Glade has maintained its number one position in volume market share in the last 12 months, claiming around 40% market share. New launches and heavy below and abovethe-line support continue to drive this success. Product line extensions, fragrance refreshments and innovation from Glade will continue to drive this profitable category through 2007. A range of promotional offers will be running throughout the year, including price promotions,
banded packs and multi-buys. Glade Touch ‘n Fresh delivers an instant burst of fragrance with just one touch. Unlike other spray air fresheners that only freshen the air for minutes, Glade Touch ‘n Fresh stays up in the air, gently freshening it for hours. The holder is specially designed so that it can be fixed to the wall or left free-standing. Glade Touch ‘n Fresh will enjoy deep cut price promotions throughout 2007. Glade Candles have claimed the number one market share position in Ireland over the last few years, averaging around 44%, and with a full support plan for 2007, this is set to continue, according to Allegro. The candles sector of the Aircare market is worth around €5m and is experiencing continuous growth year on year. Glade Scented Oils are viewed by consumers as a more sophisticated, attractive offering. Consumers simply light the votive, which melts into liquid containing fragranced oils, which then evaporate, diffusing the scent throughout the whole room Also from Allegro comes Oust, the odour eliminator range. According to the company, Oust eliminates bad odours, without just masking the smell, leaving a light smell of cleanliness. Oust is particularly efficient on bathroom odours, smoke, pets and mildew/musty odours. Oust is available in a range of formats, including aerosols, mini-sprays (both units and refills) and an electric plug (both units
and refills). Price promotions and multi-buys will be available throughout the year, while the brand will also be supported with a heavyweight TV campaign to the tune of €200,000. Brillo is a brand leader in the soap pads sector of the household cleaning market. Despite the introduction of new products into the category, Brillo still retains the biggest market share. Goddards is an established silvercare brand and is available in two formats – Silver Polish and Silver Cloth. Also available is a Brass & Copper Polish. Mr Muscle claims to lead the household cleaning sector in Ireland. Top performers include Mr Muscle Multi-Action, an all purpose cleaner in a 500ml trigger format. Also newly launched is Mr Muscle Limescale, which uses a tough Mr Muscle formula that destroys 100% limescale around the home. Its quick and easy-to-use trigger format helps remove limescale found on large surfaces (sinks, baths, showers). The Mr Muscle range covers all household cleaning needs – with a product to suit each segment – bathroom, kitchen, oven, window&glass, plus drain. Pledge is manufactured by SC Johnson, and claims leadership of the furniture polish sector. Allegro claim that the launch of Pledge Dust & Go in 2000 has ‘revolutionised’ the cleaning market, creating a new sector which it has since dominated. The new Pledge Duster uses the same technology. The Irish toilet care market is worth €23m. New innovations, plus a wide range of promotions, have ensured that the Toilet Duck enjoys ongoing success. Toilet Duck offers varying solutions to consumers’ problems, from the famous liquid in the Duck-neck shaped bottle, to tablets and rimblocks. Toilet Duck Fresh Brush is the latest addition to the Toilet Duck range: a toilet brush with disposable, flushable cleaning pads. Toilet Duck will be supported throughout the year by TV advertising, price promotions and couponing. Indeed, 2007 will see ongoing promotions throughout the Toilet Duck range, plus increased media spend. 53
RN March07Laundry â—?
Cleaning up on Laundry Irish consumers are extremely brand loyal when it comes to the laundry sector.
With
more than 96% of Irish households owning a washing machine, the laundry care market is a valuable one for retailers. Indeed, the laundry sector is the largest within the household care market, and is worth more than â‚Ź110m each year. The laundry market can be split into laundry detergents, which is by far the largest sector, fabric softeners, laundry aids and carpet cleaners. Laundry detergents includes powder detergents, liquid detergents and tablet detergents, the latter two continuing to show strong growth, with new product development fuelling value increases in the market, such as the development of liquid capsules. Irish consumers show remarkable brand loyalty when it comes to laundry products, although the growth of the discounters has impacted on the market somewhat. However, Irish consumers generally have several brands in their acceptable set, and one preferred brand. They usually consider several detergents before making the decision of which one to buy at the point of purchase. Although highly responsive to price and promotions, consumers are certainly enticed by new prod54
March 2007 sees Persil launch its latest major innovation, Persil Small & Mighty Concentrated liquids, packed with extra cleaning power.
ucts that they perceived to offer a real advantage over what they currently use.
Persil Persil continues to lead the laundry detergent market in Ireland, claiming a 28% share. The brand owes much of its success to its ongoing commitment to meet ever-changing consumer demands. Successful launches over recent years such as Gel Tablets, Liquid Capsules, Aloe Vera, Persil Black Velvet and Liquigels are testimony to this committment. In March 2007, Persil will launch its latest major innovation, Persil Small & Mighty Concentrated liquids. The new liquids are 2X concentrated in a 730ml bottle and are packed with extra cleaning power, delivering 20 washes per bottle. Dosing is simple for consumers, with just one small 35ml
capful being enough for one full everyday wash load. Because Persil Small & Mighty is 2X concentrated, it also brings major savings to retailers. The smaller concentrated bottle means that there are 156% more units on a pallet than the current standard liquids. This means a significant reduction in the number of pallets used, cases transported, time needed to replenish shelves, and ultimately out-of-stocks. It also delivers increased revenue per square metre of shelving in store. For the consumer, the new product is easier to carry, easier to pour and easier to store, while still giving them the same number of washes. Persil Small & Mighty liquid will be available in the most popular variants of Biological, for top cleaning performance, Non Biological, gentle cleaning for those with skin sensitivities, and
RN March07Laundry ●
Colour Care, to keep coloured clothes vibrant and bright. The Persil brand philosophy that ‘Dirt is Good’ remains central to all brand communication. The advertising campaigns are based on the belief that ‘Dirt is Good’ because getting dirty is a natural part of growing up, learning, experiencing and enjoying life. ‘Dirt’ is positive evidence of a great experience of life, having fun and enjoying some of our most memorable experiences. This is particularly relevant for our children because a life lived without the inhibition of getting their clothes dirty is an important part of their learning and development and with Persil’s brilliant all round cleaning, dirt doesn’t have to be a problem. The Persil Irish Fashion Awards 2007 will once again take place in April. This is the eighth year of this popular event, which is going from strength to strength and is now one of the leading fashion events of the year in Ireland. The awards, with a €10,000 prize, offer final year design students and graduates a chance to get their careers off to a flying start and are supported by some of Ireland’s leading designers, including Paul Costello. The Persil Careline (1850 445555) service offers consumers a full range of advice and information.
Surf Surf is one of Ireland’s leading value detergent brands and claims an 11% share of the market. Relaunched in 2004 with vibrant new packaging, Surf has captured the imagination of consumers and has been followed by the launch of the Tropical Pink variant in May 2005. The Tropical fragrance offers consumers the best ever, longest lasting fragrance for their laundry, according to Unilever. In March 2007, Surf, like Persil, will launch its latest major innovation, Surf Small & Mighty Concentrated liquids. The new liquids are 2X concentrated in a 730ml bottle and are packed with extra fragrance power, delivering 20 washes per bottle. In addition to all the benefits that smaller packaging brings, the new concentrated liquid gives consumers beautiful lingering fragrances in their washing which infuses the clothes, 56
bringing more pleasurable sensory feelings, according to Unilever. Dosing is simple for consumers, with just one small 35ml capful being enough for one full everyday wash load. Surf Small & Mighty will be available in Sunshine and Tropical fragrance variants.
Comfort Comfort is Ireland’s New Surf Small & Mighty Concentrated liquids are packed with extra fragrance power, and deliver 20 washes number one fabric per bottle. conditioner brand, claiming over 60% market share. Comfort is the leading innovator in the sector, bringing a stream of new products such as Comfort Pearls and Comfort Crème to the market.. Comfort’s latest innovation in March 2006 grew the overall value of the sector by bringing a premium range to consumers. Enriched with natural essence of Jojoba Enriched with natural essence of Jojoba or Sweet Almond Oil, Comfort Crème has been a huge success and achieved or Sweet Almond Oil, an 11.9% share in less than a year. Comfort Crème offers consumers a touch of luxury for all clothes. With welltargeted promotions and effective media, Comfort Crème has been a huge success and achieved an 11.9% share in less than a year. 2007 will again be an exciting year for Comfort, particu- Comfort, Ireland’s leading fabric conditioner brand, is about to relaunch its concentrates range. larly on its concentrates range. From range, consumers will be sure that its new brand campaign based on ‘Say Comfort helps them to “Have a good goodbye to cardboard jeans’ to the clothes day”. upcoming relaunch of its concentrates
RN March07Milk ●
Milk Movers Worth over half a billion euro per annum, the milk market is growing, thanks to the introduction of value added products.
The
Irish milk market is worth over €500m per annum, with growth being driven by the value added sectors. Ireland is one of the leading EU nations in terms of milk consumption, with more than half a billion litres of milk consumed last year, according to the CSO. The milk category is one of the busiest in stores, with 70% of all shoppers purchasing from the milk cabinet during a shopping trip. Trends continue to show more consumers moving from traditional whole milk to value-added products, as Irish consumers become more health conscious. The low fat and value-added sectors (fortified, skimmed, specialities and flavoured) have grown from representing 32% of the milk market volume in 2005, to 35% of the volume in 2006.
Glanbia Consumer Foods Glanbia Consumer Foods is the number one milk supplier in Ireland, with its four brands Avonmore, Premier, Snowcream and CMP making up a 47% value share of the retail milk market. Avonmore Milk claims market 58
Avonmore Fresh Milk is the country’s third biggest selling grocery brand. Avonmore’s Flavoured Milk range will enjoy new advertising, increased promotions, and value-driving innovation during 2007.
leadership, with Avonmore Fresh Milk also owning the title of the country’s third biggest selling grocery brand. The Avonmore brand has also led the growth in the value added sector with its Slimline and Super Milk brands. The massive growth in Ireland’s fresh flavoured milk market in recent years has largely been driven by the introduction of Avonmore’s brand in 2004, which now claims an 80% value share of the flavoured milk category. Glanbia has extensive marketing plans for the Avonmore brand in 2007. From April, all products in the milk and cream range will benefit from new stylish packaging designs. The new packs will deliver improved shelf stand-out, and will help consumers identify the benefits of the various milk types, ensuring they choose the best milk for their needs. Glanbia also has big plans for its flavoured milk brand, with new advertising, increased promotions, and value-driving innovation coming on stream during the year. One of Avonmore’s biggest marketing initiatives this year will be its sponsorship of all Irish TV weather programmes (on RTE, and recently extended to TV3 and TG4). This heavyweight support allows
Avonmore’s brand messages to reach every home in Ireland, throughout each day of the year. Although this partnership has only been in place since July 2006, it has already delivered rewards: recent consumer research conducted by Onside Sponsorship put Avonmore in the top 10 ‘front of mind’ sponsorship brands during 2006.
Connacht Gold Connacht Gold has launched a range of Functional Food products into the Irish market, which the company feel represents a significant step forward in driving added value sales in the milk category. Functional Foods can contain added ingredients to make them functional: for example, added probiotic bacteria to milk ( Bio V). A food product may also be naturally functional: for example, vitamin A in milk which is essential for healthy skin, nails and hair (Super+ and Slim+ milk). The new range of functional milk products is being launched under a new brand, Bio V. This new brand was devised to increase the appeal of fresh milk to a broader number of consumers. Its contemporary
RN March07Milk ●
packaging and imagery is used to communicate the key product attributes, different product flavours and bring excitement to the milk category. Following 18 months of research and development, Connacht Gold has formulated a product that combines both prebiotic properities (soluble fibre: Inulin) with “good” probiotic bacteria, Bifobacterium BB12. The existence of both probiotic and prebiotic properities working together form a synbiotic relationship. Hence the product branding: Bio V Fresh Synbiotic Milk. According to Connacht Gold, Bio V Fresh Synbiotic Milk boosts the body’s natural defence system and assists digestion to help maintain a healthier lifestyle. It is also rich in Calcium, low in sugar and fat and is suitable for vegetarians. Bio V’s target market is existing consumers of functional food products
Super+ and Slim+ Milk from Connacht Gold, performing extremely well in the Irish market.
Bio V milk products are available in Whole Milk, Strawberry, Banana and Orange & Peach Flavours in 250ml bottles.
who purchase from the fresh dairy category. These consumers now have the opportunity to purchase a functional product from the milk category. Bio V is also targeting consumers who do not purchase functional foods but see the milk category as a point of engagement. Bio V will appeal to young adults and
families who are looking for a healthy and exciting way to consume milk everyday. Bio V milk products are available in Whole Milk, Strawberry, Banana and Orange & Peach Flavours from the milk category, in both 250ml bottles and six-packs. The flavoured products are all made from natural fruit juices.
Flexi-Loader - THE PERFECT SOLUTION FOR MILK DELIVERY THE Flexi-Loader is the refrigerated, insulated curtainside trailer from Gray & Adams, providing consistent temperature control, as well as flexible side access loading. Using the same insulated floor, roof, bulkhead and rear doors that are used on Gray & Adams refrigerated trailers and bodies, the Flexi-Loader may well be the perfect solution for milk delivery. As with all Gray & Adams products, a robust construction, combined with the highest quality components, guarantees that the flexi-loader can withstand the toughest operating conditions. Non-corrosive ratchet mechanisms, reinforced front corners designed to ease positioning of curtain bars, and heavy duty insulated curtains with stainless steel buckles contribute to the strength and longevity of the trailer. The inclusion of side entrance steps, full length strapping for load restraint and a Gray & Adams suzie rail for ease and safety of coupling, provides essential safety reassurance for the operator of the vehicle. Extended coupling plates also offer protection for the fridge.
While Gray & Adams can work closely with your company to customise this product to suit your particular operating requirements, various options are available, including an alloy floor, galvanised spine and load restraint for milk delivery, ducting to ensure air flow and to optimise product temperature, load restraint kites for security and health and safety, as well as three choices of back end, including a solid option, insulated roller doors or insulated double doors. Although the Flexi-Loader is more commonly designed to suit a trailer application, it is also available as a rigid body. Gray & Adams are constantly innovating, improving and modernising trailers and vehicle bodies of all sizes and specifications for the refrigerated transport industry and the launch of the curtainsider is no exception. For further information contact: Stuart Martin, Gray & Adams. Tel: 048 903 42160. Email: salesire@gray-adams.com. Web: www.gray-adams.com.
Gray & Adams Flexi-Loader, the insulated, refrigerated curtainside trailer.
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RN March07Yogurts & Desserts ●
Pot Luck New products, particularly those with a healthy or functional aspect, are driving growth in the yogurts and desserts market.
Yoplait Fruit yogurt has continuously kept pace with consumer demand by extending its range of flavours and varieties.
The
market for fresh dairy products, including yogurts and desserts, continues to show strong double digit growth across the country, and is worth in the region of €255m. Driven primarily by innovative new products, which combine taste and functionality, this is one of the most dynamic sectors in store, with more and more Irish consumers regularly purchasing yogurt and dessert products with perceived health benefits, particularly the development of products with probiotic cultures. Household penetration for the sector stands at over 66%, which means that one out of every two people who come into your store are potential purchasers.
Glanbia Consumer Foods Synonymous with high quality, the Irish-produced Yoplait brand has continuously innovated and developed the yogurt market for over three decades. Yoplait Fruit Yogurt is the Ireland’s favourite offering in the 62
Yop Breakfast is the perfect ‘breakfast in a bottle’ as it contains tasty drinking yogurt, real strawberry fruit pureé and cereals.
standard yogurt sector, valued at €23m, i.e. 9% of the Fresh Dairy Products market, according to Glanbia. As Ireland’s first and most popular yogurt for over 30 years, Yoplait Fruit yogurt has continuously kept pace with consumer demand by extending its range of flavours and varieties. Free from artificial colours or preservatives, all nine varieties in the range are made with real fruit or nut pieces combined and fresh milk.
Yoplait Yop is Ireland’s number one drinking yogurt, according to the company, and currently claims almost 75% share of the drinking yogurt sector. The convenience sector has exploded in recent years and Yoplait Yop is perfectly positioned as the favourite ‘on the go’ yogurt drink, especially among young consumers. Yop is available in five fruit flavours strawberry, raspberry, strawberry & vanilla, forest fruits and the new Yop
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Breakfast. Yop Breakfast is the perfect ‘breakfast in a bottle’ as it contains tasty drinking yogurt, real strawberry fruit pureé and cereals. Yoplait Petits Filous continues to maintain its strong number one position, claiming 61% value share in the fromage frais category it created over 20 years ago. With its ‘goodness guarantee’, the delicious tasting Yoplait Petits Filous range is made with real fruit purée and contains no artificial colours, sweeteners or added preservatives. The Yoplait Petits Filous range comprises Petits Filous 60g pots, suitable for weaning babies; Bigger Pots for growing kids and also enjoyed by adults; and Frubes, which come in a fun tube format and are an ideal lunchbox filler. The Petits Filous + Calcium sub-range is enriched with Trucal, a source of natural milk minerals that help to ensure healthy teeth and bones. New to the Petits Filous range are the delicious tasting Petits Filous Rice and Custard Desserts. This launch is being supported throughout 2007 by a heavyweight ATL campaign on TV. New from Yoplait in March 2007 comes Yoplait Mixed Seeds, a delicious combination of crunchy seeds (a blend of Sunflower Seeds, Pumpkin Seeds and Linseeds) in a creamy probiotic yogurt. Yoplait Mixed Seeds is available in three great tasting flavours; Strawberry, Original and Peach. Yoplait Mixed Seeds will be sold in single pots (125g) and four packs (4 x 125g). Yoplait Mixed Seeds is a great tasting source of fibre and it is the irresistible and healthy way to help consumers to balance their diet and aid digestion, gently and naturally! Seeds are ‘the Superfood’ and Digestive Health is the trend of the moment, and Yoplait Mixed Seeds meets the gap in the category by combining both trends in a delicious health pot.
Danone Ireland Danone is the number one fresh dairy manufacturer in Ireland, claiming a MAT value share of 35.1% (Source: ACNielsen Scanning Data Jan 07). Danone has shaken up the sector in 64
The Yoplait Petits Filous range is made with real fruit purée and contains no artificial colours, sweeteners or added preservatives.
Yoplait Mixed Seeds is available in three great tasting flavours; Strawberry, Original and Peach.
the Irish market, emerging as a clear driver of innovation and setting new standards for product development. Consumers are now getting more from their yogurts than ever before. Danone’s success is founded on strong category management, product innovation and intensive marketing support. Danone claims leadership of the fresh dairy market, with Danone Actimel as the number one brand and Danone Activia as the number two brand (Source: ACNielsen Scanning Data Jan 07). Danone will continue to drive growth through strong support of their brands and make more waves in the yogurt sector in 2007. Claiming 17.3% of the total fresh dairy market and with and one-third of Irish households buying Danone Actimel regularly, this is Ireland’s number one fresh dairy product, according to Danone.
With its probiotic culture L Casei Imunitass, unique to Danone, Danone Actimel is scientifically demonstrated to help strengthen the body’s natural defences. As a result, more and more Irish people are including Danone Actimel in their daily routine. This “cultural revolution” in the Irish dairy market has been further driven by the strong Danone commitment to innovation, including the launch of a delicious Blueberry flavour, Forest Fruit, and further extending the 0.1% fat range with a Strawberry flavour. Together with a programme of effective and heavyweight marketing support being invested in the brand in 2007, Danone Actimel will continue to lead the fresh dairy market. Danone Activia plays a key role in the fast developing natural health segment in the Irish fresh dairy
RN March07Yogurts & Desserts â—?
market. Danone Activia is a great tasting probiotic yogurt containing the unique culture Bifidus Actiregularis. Danone Activia is clinically proven to help improve the natural digestive transit when eaten every day. Danone Activia is currently available in 4x125g format in nine delicious flavours (Raspberry, Prune, Rhubarb, Strawberry, Peach 0%, 0% Forest Fruit, Mango, Apricot and Natural). The new fibres range consists of Cereal with Fibre, Strawberry Cereal with Fibre and Kiwi Cereal with Fibre, and has two new editions; Apple Muesli Fibre and Muesli Fibre. A mixed Fruit 8-pack and natural 500g complete the range. Danone Activia is the number one contributor to growth in the dairy market, according to the company, and is supported by extensive TV and below the line campaigns. Danone Activia continues to drive growth of the natural health segment with an impressive value growth of +54.3% (Source: ACNielsen Value Share MAT Jan 07). Danone Vitalinea 0% claims market leadership in the diet segment and has a solid number one position with over 28% share (Source: ACNielsen Value MAT JAN 21/07), representing unparalleled brand growth year on year in low fat. With continued and significant investment behind the brand in 2007, Danone Vitalinea 0% is geared up for another very strong year. The Danone Vitalinea 0% Fruit Yogurt range is 0% fat, 0% added sugar and delicious. The range is currently available in 4x125g and 8x125g pack formats in eight flavours: Strawberry, Raspberry, Peach, Mixed Red Fruits, Mixed Yellow Fruits, Grapefruit, Pineapple and most recently, Blueberry. Danone Vitalinea 0% Fromage Frais is delicious, creamy and available in a single 150g pot. Danone Vitalinea 0% Cremosso is a smooth, creamy yogurt. Danone Vitalinea 0% continues to expand its range of delicious diet yogurts with the recent launch of the innovative New Danone Vitalinea 0% Fruit Mousse range. Supported by extensive TV and below-the-line campaigns, the new range is available in two 4x88g pack varieties,
Danone Actimel will enjoy heavyweight marketing support throughout 2007.
Raspberry/Strawberry and Blackcurrant/Blackberry. Danone Vitalinea 0% Fruit Mousse is a guilt-free taste sensation with only 51 calories per pot! Danone Danacol is a simple, tasty and low fat way to help maintain a healthy heart. Consuming one Danone Danacol yogurt drink or two Danone Danacol yogurts daily has been clinically proven to lower bad cholesterol by 12% within three weeks as part of a healthy and balanced diet, coupled with exercise. Danone Danacol is available in a delicious range of flavours (Drinks: Strawberry, Original, Tropical and Blueberry; Yogurts: Red Fruit and Yellow Fruit). Danone Danacol is the number two player within the heart health segment and is supported by extensive TV and strong below-the-line campaigns. Danone Danissimo is a delicious yogurt with a touch of cream, bringing a touch of luxury to the Irish dairy full taste segment. In a completely unique pot, Danone Danissimo is available in 4x125g format in three indulgent flavours: Strawberry, Stracciatella and Mango. Since its relaunch in 2004, Danone Danissimo has become the number two player in the Luxury segment thanks to a
Danone Activia is a great tasting probiotic yogurt containing the unique culture Bifidus Actiregularis.
New Danone Vitalinea 0% Fruit Mousse is supported by extensive TV and below-the-line campaigns.
With continued and significant investment behind the brand in 2007, Danone Vitalinea 0% is geared up for another very strong year. 65
RN March07Yogurts & Desserts ●
heavy in-store programme (Source: ACNielsen scanning MAT Jan 07)/ The Danone Kids portfolio is the number two player with 18% volume share within the kids segment (Source: ACNielsen Scanning MAT Jan 21/07). Danone Baby is a unique fromage frais made with all the goodness of enriched milk, specially created by nutritionists for weaning babies. 23% of Irish babies under 1 year old have low iron stores (Source: Freeman et al, 1998). Danone Baby, with added iron and vitamin C, can contribute to baby’s iron requirements for healthy growth and development. The mild real fruit puree, blended with creamy fromage frais, is gentle on baby’s mouth and tummy and is perfect for a healthy start in life. Danone Baby is suitable from 4+ months and is available in Mixed Fruit 6-pack and 12-pack. Just like building blocks, growing kids need strong foundations. Danone Danonino has Calcium, Protein, Vitamin B12 and is the only children’s fromage frais on the Irish market with no added table sugar. Instead, it’s simply sweetened with fruit juice so it tastes great too. Danone Danonino is available in pots (Mixed and Strawberry) and Strawberry drink. Danone Danonino is supported above-the-line and below-the-line with promotions in-store. Danone Danonino has undergone a number of packaging improvements to further highlight the nutritional benefits of the range for parents, with strong on shelf standout.
Onken The unique taste and texture of Onken Natural Biopot yogurts make Onken Natural Biopots a firm favourite with the whole family. Onken Fruit Biopots are available in a selection of summer-inspired fruit varieties, and the company will be introducing new and exciting flavours all year round. Onken Fruit Biopots are available in refreshing lemon, velvety rhubarb & vanilla, delicious raspberry and mouth-watering mango, papaya and passion fruit flavours. Onken Fruit Biopot yogurt with added wholegrains combines three live bio-cultures with a healthy blend of 66
Danone Danacol is a simple, tasty and low fat way to help maintain a healthy heart.
Danone Danonino has undergone a number of packaging improvements to further highlight the nutritional benefits of the range for parents, with strong on shelf stand-out.
barley, oats, rye and wheat and helps to provide a good source of fibre. In response to the trend amongst Irish consumers who are seeking a balanced diet, this healthy and tasty Biopot can be eaten as an excellent start to the day, an anytime snack or when used as a dessert. This product is available in Peach and Strawberry flavour.
Müller In Ireland, fresh dairy is showing one of the fastest growth rates in grocery and Müller is growing in importance as a key supplier. They have grown share, year on year by nearly 1% in the last year - a considerable achievement in such a high growth environment, although with offerings in almost every segment, perhaps not surprising (all figures courtesy of Scantrack data and Source TNS data for total market).
Onken Natural Biopot 0.1% Fat Stirred Yogurt is made with three healthy live bio-cultures.
RN March07Yogurts & Desserts ●
The success of their established products such as Müller Corner speaks for itself as it dominates the ‘treat’ sector of the yogurt market with a massive 70% share, according to the company. This range has also seen the addition of new Müller Corner Healthy Balance, an even healthier product with all the deliciousness of the other Corner products.
Müller Vitality has made quite an impact on the Irish dairy drinks market and is showing strong year-onyear growth.
Müller Vitality has also made quite an impact on the Irish dairy drinks market and is the brand showing the fastest year-on-year growth in this category, the company maintains. The catchy theme tune to the ad campaign, Nina Simone’s ‘Aint Got No, I Got Life’
recently got to No. 8 in the Irish charts. Müller have also enjoyed success with their kids range and are expected to build on their increased share with the re-launch of a more parent-friendly offering later this year. Müller also have the license for the popular Cadbury dessert range and have just launched two new flavours to their delicious Twinpot line with the additions of Dairy Milk Chunks and Dairy Milk Mint Chip chilled desserts. Later this summer, Müller fans can look forward to exciting new flavours in their luxury Amore range, the ultimate indulgence in yogurts.
Premier Foods: The Perfect Desserts AMBROSIA’S range of rice pudding and custard pot desserts are the perfect snack for kids’ lunchboxes and an old favourite with adults too. Ambrosia, from Premier Foods Ireland, provides wholesome, delicious treats which are low in fat, contain no artificial colours or preservatives and are a good source of calcium, providing between16-26% of our RDA for calcium. A great alternative to yogurt, Ambrosia products can be eaten hot or cold and are available in several different varieties, from great original rice pudding and custard to vanilla, strawberry and banana flavoured custard. New to the range are the great value custard and rice pudding 4packs and the delicious 160g fruit combination twinpots – Rhubarb and Custard, Peaches and Custard, Custard with Apple Sauce and Creamed Rice with Strawberry Sauce. The Ambrosia brand has grown from strength to strength over the last few years, driving growth in a traditionally dormant category. 2007 will see new and innovative product development and the brand will continue to be supported with a fully integrated marketing campaign, including sampling, radio and press activity, as
Ambrosia, from Premier Foods Ireland, provides wholesome, delicious treats which are low in fat, contain no artificial colours or preservatives and are a good source of calcium.
Hartley’s Low Calorie Ready-to-Eat Jelly pots are available in a 175g size in two delicious flavours, Cranberry & Raspberry and Mango & Passion Fruit.
well as a heap of great value offers in-store. Also distributed in Ireland by Premier Foods Ireland, the recently launched Hartley’s Low Calorie Ready-to-Eat Jelly Pots are the perfect snack for consumers watching their waistline. Available in a 175g size in two delicious flavours, Cranberry & Raspberry and Mango & Passion Fruit, Hartley’s new Jelly Pots are fat free and contain less than 10 calories each. Situated in the dessert aisle, they are ideal for snacking and sit nicely within the convenience snack chillers in store as a tasty and quick low fat dessert option on the go. In 2007, the range will be supported with a fully integrated marketing campaign, including sampling and consumer press activity. Also available within the Hartley’s jelly pot range are the smaller lunchbox size individual 125g Jelly Pots. Featured flavours are Strawberry and Raspberry, with the addition of a family value pack offering two Low Sugar Orange and two Low Sugar Strawberry pots. Made with real fruit juice and with low sugar and low calorie options, Hartley’s Jelly Pots are the perfect healthy treat for all the family.
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RN March07Baby Food ●
Baby Boom The baby food market is worth a massive €66m per annum and continues to show strong growth, supported by a steady birth rate.
The
Baby Foods market is now valued at €66m with an annual growth rate of 7.5%. The annual birth rate is a key measure in the overall demand for infant nutrition products. In 2006, the birth rate remained stable from the last year at 62,000. Worth an estimated €38m, Infant Milks account for 58% of category value, with premium products and liquid milk formats driving the growth. Growing-up milks now represent 4.8% of the total baby/toddler milk market, all of which is incremental. The wet meals market continues to outperform the total meals category, with 7.6% annual value growth. Within the jar offering, the split between standard and organic jars is 50/50. The dry packet meal market is currently valued at €7.3m, which accounts for 27% of the overall weaning category. Toddler Dry Meals now represent 5.5% of the total dry meal category, growing at 36%. The Juices & Finger Foods sectors are small but significant segments of the baby food category that have seen a consumer shift in recent years. Indeed, the success of the Finger Food offering within baby food continues, with year on year growth of 20%, driven primarily by the Liga and Organix brands.
Nutricia Ireland The Cow & Gate and Milupa brands from Nutricia Ireland claim the top 68
two positions in the baby food market, with growth of 6% and 18% (Source: ACNielsen Scantrack, Jan 21 2007). Cow & Gate claims leadership of the Organic Jar meals sector, with a 40% share. 2007 will see a big change to the jar market as category leaders Cow & Gate introduced a completely new jars range in February, with new Baby Balance replacing its standard range.
With 39 recipes, available in 3 stages, Cow & Gate Baby Balance makes it easier to choose the right variety and texture for babies at every stage.
Cow & Gate Growing Up Milk from Nutricia Ireland supports a toddler’s immune system
Baby Balance jars guarantee the goodness of no added salt, no added sugar (only 4 dessert recipes with less than 5% sugar) and use over 30 types
of fruit and vegetables in their recipes. With 39 recipes, available in 3 stages, Cow & Gate Baby Balance makes it easier to choose the right
RN March07Baby Food ●
variety and texture for babies at every stage. The range has already been taste-approved by over 4,000 parents and babies. The Fruit Pot segment continues to add huge incremental value to the wet meals market. To further drive success of this category, Cow & Gate is introducing Frutapura Pouches – 100% pure fruit puree, in fun, squeezy pouches which allow for autonomous and ‘on the go’ feeding. This is set to revolutionise the fruit pot market. In terms of the Fruit Pots market within Wet Meals, Frutapura claims a 67% value share in the last MAT. Frutapura is made from 100% fruit with added Vitamin C and is a simple way of including fruit into a baby’s diet. Containing no artificial flavourings, colourings or preservatives, there are 10 delicious flavours to choose from, sold in packs of four. New Frutapura pouches are 100% pure fruit puree with added vitamin C, in a fun colourful and interactive pack. The new pouches offer toddlers the challenge of feeding themselves. The Milupa Dry range is the only growing brand, according to the company, and is currently growing at 4%, claiming 82% of the total dry market. Cow & Gate dry meals now claim to dominate the organic dry market with 81% share. Cow & Gate have a range of 500ml PET juice packs in three varieties: Summer Fruits, Pear & Peach and Tropical Fruits. Cow & Gate’s juice range continues to grow the category, leading to a 7% volume growth and increasing Cow & Gate value share to 40.5% in the last MAT. Cow & Gate Growing Up Milk supports a toddler’s immune system and is specifically formulated to give toddlers the key nutrients which are missing from cow’s milk. It is available in two stages (1yr+ and 2yr+), to reflect toddlers’ changing needs as they grow. Stage 1 is available in 200ml and 4x500ml format and to further drive the success of Cow & Gate Growing Up Milk, the brand has also launched a 900g powder format. Stage 2 is available in 200ml and 4x500ml format.
Frutapura is made from 100% fruit with added Vitamin C and is a simple way of including fruit into a baby’s diet.
Heinz Mum’s Own offers a wide range of breakfasts, savouries and desserts suitable from 4, 7 and 10 months.
Heinz The Heinz range of baby food includes everything from Farley’s formula to Dry Meals, Jarred Meals, Rusks, Juice and now new potted rice and custard desserts Heinz Mum’s Own offers a wide range of breakfasts, savouries and desserts suitable from 4, 7 and 10 months. Heinz Mum’s Own is a unique concept insofar as all the recipes in the range are based on
New Heinz Fruity Dessert Pots are available in a range of delicious varieties, including Fruit Medley Custard.
recipe suggestions Heinz have taken over the years from mums and created a range of their favourite meals called Heinz Mum’s Own. Each of the varieties in the range is packed full of nutritious ingredients to aid in baby’s feeding development. The Heinz Mum’s Own range includes Egg Custard in a 163g size, Vegetable & Chicken Casserole, Strawberries, Peaches & Cream, and Tasty Apple & Rice Pudding. 69
RN March07Baby Food ●
The Heinz Simply Organic Wet baby food range is ideal for the first stage in weaning, offering simple and wholesome organic recipes that are perfect for baby from early weaning onwards. The range offers an extensive portfolio of breakfasts, savouries and desserts suitable from 4 and 7 months. Heinz Simply Organic fruit pots remain highly popular as a premium organic fruit puree range in convenient plastic pots. Heinz Organic baby food is made with the highest quality organic ingredients, carefully selected from fully certified organic farms. The most recent additions to the Heinz baby food range are Fruity Dessert Pots. Available in delicious varieties such as Apple & Mango Custard, Fruit Medley Custard, Banana Custard and Apple & Banana Rice, each pack contains 4x100g desserts in a convenient plastic packaging, making them the ideal dessert or snack solution at home or on the move. The popular Heinz Farley’s dry meals and rusks range includes all the favourites such as Sunrise Banana Cereal, savoury meals such as Cheese and Vegetable Bake and desserts such as Strawberry Yogurt, which are all available in 125g packets. Heinz Farley’s Rusks, available in packs of nine or 18, are rich in Calcium, Iron and Vitamins and contain no added colours, flavourings or preservatives. Heinz Rusks are also available in Reduced Sugar and Gluten-Free varieties. The Heinz baby food range also offers a range of delicious baby juices.
HiPP’s organic juice range is performing extremely well in Ireland.
HiPP is the biggest organic baby food brand in the UK and is gaining market share in Ireland.
Kelkin Ltd From HiPP’s humble beginnings over 50 years ago, it is now the biggest organic baby food brand in the UK and is gaining market share in Ireland every month. In 2006, HiPP Organic won the Parents Choice Gold award for its Organic Juices. Among the best sellers are: Mixed Vegetable Medley and Apple & Pear Pudding for stage 1, Spaghetti Bolognese and Spaghetti with Tomatoes & Mozzarella for stage 2 and for stage 3 toddlers, Pasta with Tomatoes & Mozzarella and Rigatoni Napoli. 70
HiPP Organic gives babies the best possible start in life as a pure organic diet can be more beneficial during the first few months of life than at any other time. This year will see some exciting new products
In 2006, HiPP Organic won the Parents Choice Gold award for its Organic Juices.
join the HiPP organic range and, as usual, the brand will be supported with heavyweight promotions, sampling and advertising throughout the year.
RN March07Baby Food ●
The Liga range from The Jacob Fruitfield Food Group has been serving the nutritional needs of children in Ireland for over 50 years.
The massively popular SMA Progress, suitable for babies from 6 months up until 2 years of age or until family foods are fully established.
The Jacob Fruitfield Food Group The Liga range from the Jacob Fruitfield Food Group, includes Liga Original, Liga Junior, Liga Snack Packs and Liga C, and has been serving the nutritional needs of children in Ireland for over 50 years. Liga is an energy rich infant food, fortified with vitamins and minerals, with the added reassurance of reduced salt, and it contains no artificial colours or preservatives. Liga works perfectly as a snack or diet supplement, and caters for the increasing demands of today's parents. Liga Original is suitable for
infants of 6 months plus, when a child is learning to chew food. Liga Original can be eaten on its own as a nutritious finger snack or crumbled and mixed with strained or mashed vegetables, fruit, milk or juice. Leaders in innovation, The Jacob Fruitfield Food Group have further developed Liga C, a 100% natural concentrate fruit drink, the only one of its kind suitable for very young children. This delicious fruit concentrate, made with natural juices of blackcurrants, redcurrants, rosehips and guava pears, makes a nourishing Vitamin C drink. A suitable lunch box filler for chil-
dren of 9 months and over, Liga Junior provides a healthy snack and is particularly enjoyable eaten with fruit or yogurt. Alternatively, parents may opt for Liga Snack Packs, which are individually wrapped fun shaped snacks enriched with iron, Vitamins B1 and B6. Eithne O’Hara, Group Product Manager for The Jacob Fruitfield Food Group, comments, “Infant nutrition is an area of great importance to the Jacob Fruitfield Food Group. We are delighted with the Liga range and feel it caters for the needs of children as well as the hectic schedules facing parents today by providing food that is convenient, nutritious, and rich in vitamins and minerals.”
SMA Nutrition SMA Nutrition claims to lead the baby milk market in Ireland. SMA Nutrition offers SMA Gold and SMA White, both suitable from birth until 12 months; as well as SMA Progress, for 6 months up until 2 years of age or until family foods are fully established. Shay Burke, Country Manager of SMA Ireland, said, “The 900g tins of SMA Gold, White and Progress are the number one choice with consumers and it is vital that retailers always stock these lines. Research has shown that parents will go from store to store to get hold of their product of choice, therefore out-of-stocks can result in lost sales on infant milks and also other grocery items.” 71
RN March07Baby Care ●
Kid Gloves! The Baby Care market encompasses everything from analgesics to nappies.
The Calpol range: tried and trusted by Irish parents.
Babies
are big business for the Irish retail trade, with Irish consumers forking out millions of euro each year on making sure their babies and infants are well looked after. The market is almost as diverse as the adult grocery sector and covers a variety of sectors, encompassing everything from nappies to analgesics.
Calpol The paediatric Analgesic Grocery Sector is extremely buoyant, with an 18% growth rate year on year. Calpol, from Pfizer Consumer Healthcare, is the number one paediatric analgesic brand in grocery, claiming a massive 87% market share. Calpol have just launched Calpol Six Plus in Grocery, available in a 60ml bottle. Suitable for children aged six years and over, Calpol Six Plus is available in two variants, Original and Sugar/Colour Free. Calpol Infant is available in both the standard bottle and sachet formats. Also available for children six years and over is Calpol Fastmelts. Calpol Fastmelts are the first ever paracetamol based ‘melt in the mouth’ tablets for children aged 6-12 years. Each tablet melts on the tongue in as little as 20 seconds, without the need for water, providing fast and effective relief from pain and fever. 72
Calpol is supported throughout the winter months with heavyweight TV and radio advertising, consumer and trade advertising, public relations activities, educational leaflets and display materials.
Oral-B The pioneering launch of Oral-B Stages revolutionised the way we look at children’s brushing by introducing a range designed to meet their special needs at different stages of their development. Oral-B Stages is a toothbrush range designed for every stage of a child’s gum and tooth development. The primary target for Oral-B Stages is parents, whose child’s oral health is of the utmost importance. Oral-B Stages continue to be the best selling Children’s toothbrushes in the Dental Profession and are designed to meet the needs of every child’s development, according to Oral-B. Commenting on the range, Steve Davey, Senior Business Manager at Oral-B says, “Kids always want the latest thing and the best way to get children involved in their oral hygiene is by making it fun and by ensuring the products themselves are a desirable commodity.” In order to keep kids interested in their oral hygiene and make tooth-
brushing fun, Oral-B Stages ensure the brushes and paste are a desirable commodity in themselves, with regularly refreshed character licensing. It’s important for retailers to stock toothbrushes featuring new characters to tap into consumer trends outside of oral care and reap the profits.
Huggies Huggies, from Allegro, claim to be the number two nappy brand in Ireland. Huggies SuperOral-B Stages is a toothbrush range designed for every stage of a child’s gum and tooth development.
RN March07Baby Care ●
Dry nappies absorb more quickly for continuous and unbeatable dryness. Huggies Super-Dry Super Flex has a waist and fastening feature that is “5 times stretchier” than the leading brand, according to Allegro. The Huggies brand is supported with heavyweight TV advertising throughout the year, while Huggies also have an exclusive nappy Disney link – with Disney characters featured on nappies and packs. The Huggies range includes Huggies Little Walkers, all the absorbency of a nappy with all the freedom of a pant; and Huggies Natural Fit, a premium nappy that is soft, flexible, and baby shaped to give a baby that natural carefree feeling of not wearing a nappy at all. Huggies claims leadership of the pants sector, claiming over 90% of the market through its three sub-brands: Pull Ups Potty-Training Pants; Dry Nites Pyjama Pants for night-time coverage; and Little Swimmers for protection while in the water. Huggies Pull-Ups, the number one potty training pant, is available in Boy and Girl and Medium to Extra Large sizes. Unique features include the “See ‘n Learn” graphics, designed to help the potty-training process. Huggies Dry Nites Pyjama Pants are a specialised bed-wetting pant designed for children. They were relaunched in Spring 2006 – to provide specific pants for Boys and Girls. Huggies Little Swimmers are disposable swim pants which protect the child without swelling in water like a nappy would do. Swim pants are a legal requirement in swimming pools in Ireland. Both the swim pants and pack feature Disney water characters featured at the moment are “Finding Nemo” and “The Little Mermaid”. Finally, Huggies Baby Wipes have moved to a Peel & Seal format, while remaining in the popular ‘Pure’ and ‘Aloe; variants that are kind to delicate baby skin. All packs are featured with Disney characters and there are flashed ‘1&1 Free’ promotional packs also available.
BabyKind Despite massive growth in baby wipes, baby care will always begin
The massively popular Huggies Super-Dry Super Flex features a waist and fastening feature.
The BabyKind range of cotton pads and wipes from Irish Breeze.
with cotton wool. Irish Breeze (brand leader in cotton wool), heavily influenced by consumer research, has reacted to concerned parents by launching the ‘kindest’ baby care range of products on the market. The biggest selling product in the range introduces newborns to soft and gentle cotton wool. ‘BabyKind Giant Cotton Pads’ are extra large
and soft, so parents don’t have to fiddle with cotton balls or use wipes any longer. The pads are made of special cotton wool, which prevents ‘hairy bits’ being left on a baby’s skin. Other products in the range include: BabyKind wipes (available on www.irishbreeze.com only), BabyKind Nappy Bags and Babykind Buds, which are available in most supermarkets. 73
RN March07Forecourt Focus ●
Costcutter’s Coup in Cork Trevor Hegarty’s Brand New Costcutter Express in Skibbereen has been performing extremely well since opening last December.
Although
Trevor Hegarty has been running a forecourt on Market Square in Skibbereen for years, his brand new Coscutter Express is his first grocery retail outlet. Trevor’s forecourt had sold fuel and car accessories, operating alongside a supermarket on the large site. When the owners of that supermarket decided to move on, Trevor saw his opportunity. “The forecourt business had always been fairly successful,” the store owner explains, “so when the opportunity came to acquire the supermarket I thought long and hard and figured it was too good an opportunity to pass up.” Trevor had a lot of plans for the site. Although he had acquired a supermarket, he felt that it should be changed into a convenience forecourt package. “The town is quite well served by supermarkets,” Trevor explains. “There’s already a SuperValu and a Lidl in close proximity. Another reason for bringing the grocery and fore-
court elements together in a single entity was staffing: it meant levels could be kept as low as possible. Of course, the convenience factor was another major reason for bringing the two parts of the business together.”
Support & Advice Trevor investigated a number of different symbol groups and found many of the packages on offer to be attractive. It was the Costcutter brand, locally supported by The Barry Group, that won Trevor over. “The Costcutter package ticked all the boxes,” he enthuses. “The people I met with from the Group were very enthusiastic and offered a lot of support and advice. Chris Maguire acted as Project Manager on the development and he worked every bit as hard as me through the process. I had a general idea of how I wanted the shop to turn out. I was also familiar with the old supermarket and had ideas about how it could have operated better.”
Pictured outside the new Costcutter Express in Skibbereen are store owners Trevor and Ber Hegarty, with their daughter Leah, and Declan Ryan, Barry Group Account Manager. 74
RN March07Forecourt Focus ●
Convenience Element In-Store The finished forecourt has a strong focus on convenience and on the deli area. Although it is aimed at the basket shop, it is still large enough to easily accommodate trolleys. The project took just six weeks from start to finish and the revitalised forecourt opened on December 7 last year and quickly started to make a name for itself in the town. “Trade started very briskly,” Trevor notes. ”In the runup to Christmas the grocery sold very well. It was a bit of a baptism of fire in terms of a learning curve, but every time I encountered a problem, Costcutter provided a solution. Declan Ryan [Barry Group Account Manager] worked very closely with me, helping me through what could have been an extremely difficult time for the business.” Being located in West Cork means not only being in one of the most beautiful and unspoilt parts of the country, but also provides access to delicious, top quality fresh produce. Indeed, Trevor tries to source as much local produce as possible. “There are so many top quality producers around here that I am spoiled for choice in terms of product,” the store owner notes.
Flexible Shopping Environment A sizeable Car Care section was retained, but that’s where the similarity to the old site ends. The large deli includes a smoothie bar for healthy living. The ATM and wine were a must and Trevor is currently in the process of acquiring a full off licence. Everything is tied together by the clean fresh Costcutter image to create a flexible, convenient shopping environment. “We have a mixture of people in the town, from people commuting to work in Cork to people resident in town all day,” Trevor explains. “There are many young families and first time buyers in the area and older residents who have lived in the town for years. We are ideally situated to take advantage of much of that trade because we are just far
enough from the town centre not to be part of an unpleasant one-way system and there’s parking for up to 50 cars here. So it’s very important that the shop offers as many products and services as possible to meet such a wide variety of customer demands.”
Significant Investment Trevor spends a lot of time on the shop floor, working closely with his staff and learning more about the trade every day. According to Declan Ryan, Barry Group Account Manager, “We are delighted to work with someone like Trevor. He has really thrown himself into this project and made a significant investment in the forecourt. The shop has turned out very well and its performance has more than met our expectations. Trevor knows that Costcutter is always there to help with any problems his business encounters and we are more than happy to partner a retailer of Trevor’s calibre.” In closing, Trevor says, “The idea of a one-stop-shop isn’t a new one but it’s very hard to achieve. There’s no way I could have produced a shop of this quality without the help of The Barry Group and Costcutter. I continue to receive great support from the Group and that’s exactly what someone needs from a business partner. I’d like to thank everyone at their Group for their continued support.” FA C T F I L E With Trevor’s shop prospering, Owner: Trevor Hegarty it looks like Location: Market Square, Skibbereen, Market Co. Cork Square in Size: 3,100 square feet Skibbereen Number of will stay true to Staff: 15 full time & part time its name and Opening keep serving the hours: 07:00 – 22:30 local community. 7 days a week 75
RN March07Security ●
PSA Clamps Down on Rogue Security Firms From April 1 this year, all door supervisors and security guards must have a Private Security Authority licence or face prosecution.
From
April 1, 2007, all door supervisors and security guards must be licensed by the Private Security Authority. Furthermore, security companies in these sectors have had to be licensed since last year. After April 1, 2007, individual door supervisors and security guards operating without a licence, their employers and those who engage them, face prosecution. The Private Security Authority was set up by Government in 2004 to regulate the security industry and to ensure that all security staff are trained and are vetted by the Gardaí. You can get details on how to apply for a licence on the PSA’s website, www.psa.gov.ie, or you can get a free information booklet from the Private Security Authority by telephoning them at 062 31588. All companies providing security services in the security guarding and door supervisor sectors have had to be licensed since April 1 of last year. 76
Companies in the intruder alarm installation and alarm monitoring sectors have had to be licensed since August 1, 2006. The PSA has already been successful in the two cases they prosecuted through the Courts and further prosecutions are pending.
Prosecution A lot of people don’t realise that they can be prosecuted for using the services of security companies that are unlicensed. You can check the list of licensed companies on the www.psa.gov.ie website before you contract to hire a firm, to make sure the firm you want to use is licensed. “Our licensing system is needed to raise standards in the private security industry. It’s a vital part of giving people confidence in those who work in this very sensitive industry,” says Geraldine Larkin, Chief Executive Officer, Private Security Authority. “So far, we have issued nearly 700 licences to security companies in various sectors and we are anxious to licence the individuals involved in the industry as quickly as possible. “Most security guards working in shopping centres, offices, industrial estates and public buildings are employed by licensed security companies who will organise licenses for their staff. But there are thousands of independent, self-employed and part-time door supervisors working in pubs and clubs
and these individuals need to be licensed too. We have written to retail outlets, pubs and nightclubs informing them of their obligation to check that their security staff are licensed,” Larkin continued. The PSA employs a team of inspectors who actively pursue unlicensed security guards and companies. According to Geraldine Larkin, the PSA will “exhaust every legal avenue available to weed out unlicensed operators and those who employ them”. The PSA is aware that clients of security providers have cancelled contracts with unlicensed companies, for fear of prosecution. Each Security Guard / Door Supervisor Licence is valid for two years. To secure a licence, individuals must complete a nationally accredited FETAC training course, show they are of good standing and complete a Garda Vetting Form. The fee is €80 for a security guard license and €130 for a door supervisor.
RN March07What’s New ●
New Heineken UEFA promotion HEINEKEN have launched a new on-pack promotion as part of their sponsorship of the UEFA Champions League. The overall competition winner will walk away with an unforgettable journey for themselves and two friends to go to the UEFA Champions League final in Athens in May 2007. There are also 200 runner-up prizes to be won on the UEFA promotional packs in store now.
NEW Yoplait Mixed Seeds-
Ribena’s Fruity New Look A NEW look is now rolling out across the entire Ribena range. Ensuring a strong impact on shelf, the new design conveys the brand’s real fruit ingredients. The colourful new visuals depict fruit growing, complete with natural touches such as butterflies, flowers and ladybirds added for effect. This move is also in keeping with ongoing above-the-line support behind the brand, which communicates the product’s natural fruit source and premium status.
YOPLAIT Mixed Seeds is a delicious combination of crunchy seeds (a blend of Sunflower Seeds, Pumpkin Seeds and Linseeds) in a creamy probiotic yogurt. Yoplait Mixed Seeds is available in three great tasting flavours (Strawberry, Original and Peach) in single pots (125g) and four packs (4x125g). A great tasting source of fibre, Yoplait Mixed Seeds are the irresistible and healthy way for consumers to help balance their diet and aid digestion, gently and naturally.
Cafédirect Bringing Quality to Life AS part of its programme of activities during Fairtrade Fortnight, Cafédirect invited Oliver Kishero, a female coffee farmer and treasurer of Gumutindo Coffee Cooperative Enterprise in Uganda, to explain how Cafédirect is bringing quality to the lives of farmers in the developing world. During Fairtrade Fortnight, Oliver visited some of the 52 voluntary Fairtrade Town groups around the country and spoke at CATEX, Ireland’s biggest and longest established catering and hospitality exhibition. Coffee beans from Oliver’s organisation, Gumutindo, are used in Cafédirect’s ‘Classic Blend’ premium instant coffee.
Kenco FreshSeal Range NEW Kenco FreshSeal is a range of well-loved brands and quality products that are irresistible to consumers, including favourite brands such as Kenco Sustainable Development, Carte Noire, Suchard, Lyons, Twinings and Bovril. For the consumer, the Kenco FreshSeal cup looks and feels like a coffee shop paper cup, but good looks aren’t the only thing it has to offer! Strong plastic fins around the whole cup and the attached branded wrap minimise heat transfer, making it even easier for consumers to enjoy hot drinks anywhere.
New Look Chivers Conserves CHIVERS Conserves, from Premier Foods Ireland, have relaunched with a fresh new look and new improved recipe. However, they still contain the same high fruit content and maintain the soft spreadable texture that consumers love. Chivers Conserves contain 40% more fruit than standard jams. Presented in attractive and unique jars, Chivers Conserves come in four fruity flavours - Strawberry, Raspberry, Blackcurrant and new Citrus flavour – a delicious blend of orange, grapefruit and lemon for that extra tang.
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RN March07Update ●
Walkers Bake A Winner! WALKERS recently launched its first-ever baked snack in Ireland and the innovative snack is proving to be very popular with Irish consumers. Walkers Baked is the result of €23m investment in research and technology. With 70% less fat than regular Walkers crisps and less than 100 calories per bag, Walkers Baked is for consumers who want great tasting snacks but also want lower fat and lower calories. The crunchy, tasty, snack comes in two flavours – cheese and onion and salt and vinegar. The 25g packs have an RSP of 44c. Tony Cluskey, Impulse Customer Business Manager for Walkers Snacks in Ireland, is pictured with Rosanna Davison at the launch of Walkers Baked.
Heineken Ireland Annual Results FOLLOWING the release of annual results by Heineken NV, its Irish subsidiary, Heineken Ireland today reported that it now holds 21.6% of the total beer market in Ireland, up 1.3% on 2005. Company turnover was up 2% to €332m, underpinned by strong market share growth across each of Heineken lager, Coors Light and Amstel.
Sales volumes also grew by 25. Heineken lager is now the fastest growing beer brand in the ROI with 16.8% market share. Gerrit Van Loo, Managing Director, Heineken Ireland, said: “In 2006 Heineken again outperformed the market achieving the highest beer market share gain of the main breweries.”
Northern Ireland Food Sampling in Dublin S H S A w a rd e d Kraft Contract KRAFT Foods have awarded SHS Sales & Marketing Department a two-year contract to service their distribution requirements in both the Republic of Ireland (chill and ambient) and Northern Ireland (ambient only). John McGinley, Managing Director, SHS Sales and Marketing, noted, “We are delighted to be awarded this contract, which is an important commitment and extension of our current services and long-standing partnership with Kraft.” Derek Caswell, Director of Commercial Operations, Kraft Foods Ireland, said, “SHS Sales & Marketing has been providing us with an expert distribution service since 1995 and we are delighted to award a further two year contract to them. SHS Sales & Marketing’s ongoing commitment to excellence in service and value ensures that our products reach the market in optimum condition, effectively and efficiently.”
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THE biggest ever Northern Ireland food showcase took place in the Clarion Hotel, Dublin Airport, recently when buyers from six of the Republic of Ireland’s leading food organisations were given an opportunity to sample products from upwards of 20 Northern Ireland companies. Organised by Invest NI, the event saw representatives from Superquinn, ADM Londis and Carroll’s Foodservices sampling quality food and drink from Northern Ireland. In addition to sampling opportunities, the buyers had an opportunity to meet senior managers from the
Northern Ireland companies. David Lancaster of Carrolls Food Services, is pictured (right) with Gerry Murphy, Invest NI's Marketing Consultant in the Republic of Ireland.
Galaxy Sponsors Top Book Award GALAXY is sponsoring the Popular Fiction Category in this year’s Irish Book Awards. Originally launched in 2000, the Irish Book Awards have undergone a dramatic expansion with new sponsors on board. Sarah Keenaghan, Product Group Manager, Masterfoods Ireland Ltd, said the Irish Book Awards sponsorship was a natural fit with the Galaxy brand: “Galaxy has an established association with the pleasure of reading, both in Ireland and in the UK, and this sponsorship is a perfect way for us to further enhance our credentials in the area of popular fiction.” Pictured are (l-r): Sinead Moriarty; Paul
Howard (Ross O'Carroll Kelly); Cecelia Ahern; Sarah Keenaghan, Galaxy Product Group Manager, Masterfoods; and Mark Gould, Managing Director of Hughes & Hughes book stores.
RN March07Update ●
Fairtrade Fortnight A Success THE Lord Mayor of Dublin, Cllr Vincent Jackson recently hoisted the first of a series of flags and banners along the Quays and in the city centre to promote Fairtrade Fortnight, which took place from February 26March 11. The Lord Mayor and asked Dubliners to consider choosing products with the Fairtrade Mark. Dublin hopes to become the first European Fairtrade capital city. Pictured at the launch are the Lord Mayor, Cllr Vincent Jackson, with model Joyce Matemba and Kelly Williams, aged 6 years old. “We know that sales of Fairtrade products are growing at 40% a year in Dublin so people are obviously interested and increasingly making the decision to choose Fairtrade”, says Lord Mayor Cllr Vincent Jackson. Meanwhile, as part of their programme of activities during Fairtrade Fortnight, Cafédirect invited Oliver Kishero, a female coffee farmer and treasurer of Gumutindo Coffee Cooperative Enterprise in Uganda, to Ireland to explain how Cafédirect is bringing quality to the lives of farmers in the developing world. “Fairtrade is a good idea and makes a big difference to us,” noted Oliver. “It is marketing our coffee and giving us a fair price, and we know we are not being cheated.” During Fairtrade Fortnight, Oliver visited some of the 52 voluntary Fairtrade Town groups around the country and spoke at CATEX, Ireland’s biggest and longest established catering and hospitality exhibition.
Flahavan’s Return to TV and Radio Advertising FLAHAVAN’S is making a welcome return to television and radio advertising after an absence of eight years. The new TV advertising campaign, entitled ‘Flahavan’s Sets You Up For Life’, will feature energetic, animated pack characters from Flahavan’s oat-based breakfast range in an early morning household setting. The radio campaign further expands the theme to incorporate busy ‘on the go’ lifestyles and the importance of having a healthy breakfast, which can sometimes be eaten at work or in an office environment.
Boyne Valley Honey’s Sweet Donation BOYNE Valley Honey made life a little ‘sweeter’ this Valentine’s Day by lending their support to the Bóthar Valentine’s Day Appeal. In an effort to support the campaign, which raises funds to aid honeybee projects throughout the developing world, Boyne Valley Honey donated 20c of the sales from each jar of its honey sold on February 14 this year to this project, raising over €1,500, which will fund the development of 30 beehives, supporting third-world families. Irish honey Bea Larkin and Darragh Hayes are pictured at the launch of the initiative.
New Appointments at Walkers WALKERS have announced a number of appointments. Nicky Wells has been appointed Marketing Manager, and she will be responsible for the development and implementation of the marketing strategy for the Walkers portfolio in Ireland.
Jonathan Barry has been appointed National Account Executive, where be will be responsible for Walkers Crisps & Snacks sales through multiples and independents.
Finally, Robert Fox has been appointed Regional Sales Manager for Munster, and will be responsible for sales of Walkers Crisps and Quaker brands through convenience, wholesale and grocery.
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RN March07Shelf Life ●
Shelf Life ALAN McArdle has been announced as this year’s Knorr Student Chef of the Year. Alan, a second-year student at Tallaght Institute of Technology, was awarded the top prize following stiff competition from the nine other finalists at the finals in the Cork Institute of Technology. As well as gaining the prestigious title of Knorr Student Chef of the Year, Alan Mc Ardle also won a gold medal and a trip to the ‘Alles Fur Des Gast’ international catering trade fair in Vienna, including a visit to the Unilever Foodsolutions new Kitchen Studio. PATRÓN Tequila, one of the fastest-growing luxury spirit brands in the world, has signed an agreement with Brinkman Beverages Ireland to sell its portfolio of fine spirits in Ireland. The Patrón brand has fast become the celebrity drink of choice with Hollywood favourites Justin Timberlake and Paris Hilton. The product was officially launched on March 5 in Dublin’s Lillies Bordello.
WAL-MART’S growth seems to be continuing unimpeded by recent controversy, according to planetretail.net. In 1999, Wal-Mart’s net sales placed them on a par with Saudi Arabia, the 27th largest country in the world by GDP, while by 2006, Wal-Mart had overtaken Poland, 24th place in the rankings. It is estimated that by 2012, Wal-Mart’s retail sales will top $541 billion, moving it to 19th place, ahead of the likes of Belgium and Sweden.
CBS Outdoor have announced the launch of their new ‘Excite’ team, dedicated to the development of innovative outdoor advertising. For media and creative agencies, the ability to plan inspirational and effective outdoor campaigns has never been more crucial. Consisting of a team of six staff, from sales, marketing, production and design, the objective of the ‘Excite’ team is to source opportunities that can add an extra element to a client’s message in order to add value to an outdoor campaign.
COOLEY Distillery have been awarded title sponsorship of their own race at Cheltenham Racecourse for their brand, Tyrconnell. The prize, worth over €45,000, includes title sponsorship of a race at the high profile Cheltenham April Meeting on April 18 this year. Jack Teeling, Marketing Director of Cooley Distillery, said: “Being able to associate our Premium Irish whiskey brand, The Tyrconnell, with the prestigious Cheltenham races provides Cooley with an invaluable marketing tool, given the brand’s heritage and historical link to Irish horse racing.”
RETAILERS and technology vendors hoping to win an award in the European Retail Solutions Awards 2007 need to enter now. Now in their seventh year, the awards are held on June 6, the middle night of the Retail Solutions exhibition at the NEC, Birmingham, June 5-7. The categories for the awards include: Most Innovative Use of In-Store Technology; EPoS Initiative of the Year; and Supply Chain Excellence Award. For more information, see www.europeanretailsolutionsawards.com
FOLLOWING on from Pat The Baker’s recently announced three-year, 32 county sponsorship deal with the Ladies Gaelic Football Association, as reported in last month’s RETAIL NEWS, the company has recently donated branded Pat The Baker footballs into every secondary school in the country which is involved in Ladies Gaelic Football.
THE Butler’s Pantry are taking to the water, as premium food sponsor of the Volvo Dun Laoghaire Regatta 2007, which takes place from July 1214. This sponsorship has also led to the development of The Butler’s Pantry Food On Board, a new food category, specifically designed by Head Chef Niall Hill, for sailors and boating spectators who also love good food.
GLOBAL Convenience Benchmarks 2007 is the title of a major conference, organised by Insight Research, which takes place at The Gresham Hotel, Dublin, from April 23-26. Highlights include C-Store Study Tour Days and interactive workshops, as well as the main conference on Wednesday, April 25, which includes presentations from Chris Martin, CEO, Musgrave Group; Declan Ralph, Retail Development Director, BWG Foods Ltd; and Martin Todd, Executive Director, ExxonMobil Ireland. For more information, see www.insightresearch.co.uk. CORK-BASED yq? International, one of the country’s leading providers of self-service electronic top-up solutions for mobile phones, have acquired Dublin-based Lighthouse in a deal which will see yq? Internationa’s turnover rise to almost €100m and its market share increase to 15%.
KATHRYN Thomas, star of RTE’s ‘No Frontiers’, was in town recently to wish the Flora Women’s Mini Marathon a happy 25th birthday at the official launch of the annual event, which takes place this year on Bank Holiday Monday, June 4, 2007. Kathryn is encouraging women from all over Ireland to get active by taking part in this hugely popular, 10 kilometre event which attracts some 40,000 participants each year. This is the fourth year that Flora has sponsored this prestigious event. 80