Maria Josep Martínez: “70% of coffee spend is OOH”
In this latest of our Perspectives series, Maria Josep Martínez-Abarca, Global Director of Out of Home (OOH) and Usage Food, considers the scope of the OOH market for food and drink brands.
She first takes into account the opportunity that the Out of Home (OOH) market offers for FMCG brands:
“With our OOH panels we cover food and drinks bought to eat out of home. These allow us to quantify the total market value. On average we see 41% of the total market is to be consumed OOH.”
She goes on to note that this isn’t a standard around the world and there are differences between countries:
“Thailand and Indonesia have the highest market share with over 65% of the market consumed out of home, this is followed by China, Mexico and Brazil. In Europe there are two types of countries: those like the UK and Spain, where around 45% of the market is OOH, and then there is France and Portugal, which represent about 25% of the total value.”
But it isn’t just that there are differences across countries, there are also marked differences across categories:
“As an example, the OOH market accounts for 70% of the total spend for coffee. It is therefore really important to take account of OOH market value.”
Maria Josep then goes through the different patterns in OOH consumption noting that, while penetration is 100% in all countries, the frequency is a differentiator:
“The heaviest consumers are in Thailand and the UK with approximately four trips per week, this is followed by China and Spain with two trips per week.”
She also notices that there are different patterns in terms of preference across categories. For example:
“In the UK coffee is the leader in the drinks market whereas in Latam it is soft drinks and in Asia it is packaged water. When we look at preferences for food it’s even more different. In France sweet bread has the highest share, in China it is ice cream whilst in Mexico it’s salty snacks.”
She identified why it’s so important to take account of the OOH market, in particular to understand the channel landscape by country.
“We looked at two groups of channels – those which were exclusively for out of home consumption, for example bars and coffee shops. We also explored traditional take-home channels. We found that 19% of the food and drink sales in modern trend is for OOH. This means that of every $10 spent in supermarkets and hypermarkets, almost $2 is for consumption out of the home.”
She notes that there are some special cases:
“In countries like Mexico and Thailand, there are convenience stores which are an additional player in OOH.”
Maria Josep summarises that:
“To understand the strategy in the country it’s important to understand the trade landscape.”
Watch the full interview by clicking on the video above.
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