{"id":24918,"date":"2020-02-19T10:00:51","date_gmt":"2020-02-19T10:00:51","guid":{"rendered":"https:\/\/www.ceo-na.com\/?p=24918"},"modified":"2020-02-19T16:13:17","modified_gmt":"2020-02-19T16:13:17","slug":"the-growth-of-out-of-home","status":"publish","type":"post","link":"http:\/\/servidor-mxigen1.com\/ceona-antiguo\/business\/industry\/the-growth-of-out-of-home\/","title":{"rendered":"The growth of out-of-home"},"content":{"rendered":"
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Kantar identified 6 out-of-home consumption considerations for retailers.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Out-of-home consumption (OOH) growth is everywhere. And that means winning here is necessary for brands playing in the snacking foods and non-alcoholic beverages categories\u2014in fact, those not succeeding here are losing share. Whichever lens we look through, OOH growth is the norm and decline is the exception. There\u2019s only one market\u2014Brazil\u2014and one category\u2014Juice Drinks\u2014seeing a fall in spend, and all channels are experiencing an increase in spend.<\/p>\n

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Given the importance of OOH, we will look in particular at what is driving this growth. As we will see, categories that are \u2018habitual\u2019\u2014both highly penetrated and with high frequency\u2014are more likely to be in growth, with more than 70% seeing an increase in spend. Increasing spend per trip was the biggest driver of performance in 2018, as the number of occasions remained flat.<\/p>\n

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Again, there were differences by market and channel, and we will show examples of value engineering in different categories around the world. We\u2019ll discuss the increasing importance of food technology and how this is driving spend for home delivery and takeaways. Perhaps most importantly, this trend is driving incremental growth for both restaurants and the technology aggregators\u2014capturing occasions from cooking at home.<\/p>\n

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However, as we will see, retailers are not taking this lying down and are coming up with innovative solutions to increase on-the-go food consumption spend in stores.<\/p>\n

Data for Winning food & drink occasions Out-of-Home report was gathered using Kantar\u2019s unique mobile app which records every snack and non-alcoholic drink bought for consumption outside the home\u2014whether that\u2019s on the go, at the place of purchase, in the workplace, or otherwise. To create a comprehensive view of the OOH market, the study looked not only at what products are purchased\u2014and where\u2014but when the purchase was made and whether it was for sharing or for individual consumption. Information for the report covered ten markets globally: Brazil, China, France, Indonesia, Mexico, Portugal, Spain, Thailand, the UK and Vietnam.<\/p>\n

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\u00a0A global market<\/h1>\n
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As the chart shows, OOH is growing faster than in-home across five markets. Portugal and the UK have seen particularly strong growth across both channels, as has Spain\u2014although in the latter OOH has grown more than twice as quickly. In Indonesia we\u2019ve seen the most dramatic gap in performance, with the main driver being Ice Cream (+8% OOH versus -12% in-home). It\u2019s clear, however, that economic uncertainty in several regions is the major factor holding back the total OOH market. Brazil, for example, saw the slowest economic growth\u2014and spend declined across both in-home and OOH. This, combined with minimal growth in Mexico, makes Latin America the region struggling the most globally.<\/p>\n

Category growth<\/h1>\n
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Biscuits and Coffee are the biggest categories globally, accounting for 26% of combined in-and out-of-home spend (for snacking foods and non-alcoholic beverages). The importance of OOH differs significantly across all categories, but these two are perhaps the most perfect examples. Worldwide, OOH accounts for just one third of Biscuits sales but 70% of those for Coffee. Almost all major categories are seeing overall value growth, with Juice Drinks the exception. The biggest three\u2014Carbonated Soft Drinks, Biscuits and Coffee\u2014experienced solid growth. Yoghurt and Packaged Water were the categories with the strongest overall growth, and saw good performance across both in-and out-of-home. Chocolate, Salty Snacks and Ice Creams \u2013 arguably the most enjoyable categories \u2013 saw growth driven solely by OOH, while in-home sales declined across the board. This link to enjoyment, particularly on the go, is key to category growth.<\/p>\n

The trade landscape<\/h1>\n
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With the value of OOH growing across most markets and categories, it\u2019s clear that on-the-go occasions remain attractive to shoppers. But what\u2019s driving this rise? Here, we analyze the top-line OOH growth by channel\u2014and through the consumer lens\u2014before we explore how value has been engineered across the different sectors. In 2018, all channels contributed to the continued importance of OOH. Achieving +3.5% growth and accounting for 44% of spend, the Horeca (hotels, restaurants and cafe\u0301s) channel was the biggest driver of OOH success, contributing more than half the overall growth.<\/p>\n

Traditional Trade\u2014such as street vendors and markets\u2014was the next strongest channels at +3%, but its low share means its contribution made up just 10% of OOH\u2019s total growth, behind that of Modern Trade, which grew at +2.9% but contributed a quarter of the total. The Impulse channel\u2014vending machines and food trucks, for example\u2014grew the slowest at 1.3%.<\/p>\n

Creatures of habit<\/h1>\n
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Another key driver of OOH growth is \u2018habitual\u2019 categories\u2014those that come from high-penetration or high-frequency sectors. In 2018, 72% of habitual categories were in growth. For brands and retailers, their immediate focus should be on winning in the regular, everyday moments of OOH shopping before they consider more niche categories.<\/p>\n

And, of all the categories in growth globally, two thirds are growing thanks to penetration. As with in-home shopping, the best way to find growth is to focus on penetration within these more established categories.<\/p>\n

Full report by Kantar WorldPanel here<\/a>.<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Kantar identified 6 out-of-home consumption considerations for retailers.<\/p>\n","protected":false},"author":8,"featured_media":24920,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1069,45],"tags":[99,1385,3279,1118,3280,3278,2156],"class_list":["post-24918","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-editors-choice","category-industry","tag-ceo","tag-ceo-northam","tag-kantar-worldpanel","tag-market-trends","tag-ooh","tag-out-of-home","tag-printed-issue"],"_links":{"self":[{"href":"http:\/\/servidor-mxigen1.com\/ceona-antiguo\/wp-json\/wp\/v2\/posts\/24918","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/servidor-mxigen1.com\/ceona-antiguo\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/servidor-mxigen1.com\/ceona-antiguo\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/servidor-mxigen1.com\/ceona-antiguo\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"http:\/\/servidor-mxigen1.com\/ceona-antiguo\/wp-json\/wp\/v2\/comments?post=24918"}],"version-history":[{"count":3,"href":"http:\/\/servidor-mxigen1.com\/ceona-antiguo\/wp-json\/wp\/v2\/posts\/24918\/revisions"}],"predecessor-version":[{"id":25045,"href":"http:\/\/servidor-mxigen1.com\/ceona-antiguo\/wp-json\/wp\/v2\/posts\/24918\/revisions\/25045"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/servidor-mxigen1.com\/ceona-antiguo\/wp-json\/wp\/v2\/media\/24920"}],"wp:attachment":[{"href":"http:\/\/servidor-mxigen1.com\/ceona-antiguo\/wp-json\/wp\/v2\/media?parent=24918"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/servidor-mxigen1.com\/ceona-antiguo\/wp-json\/wp\/v2\/categories?post=24918"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/servidor-mxigen1.com\/ceona-antiguo\/wp-json\/wp\/v2\/tags?post=24918"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}