January 2015 Newsletter
In December, I took my youngest Jack Russell Terrier to the vet for his annual check up. Grover is the one looking up at me. Upon confirmation he is in good health, reminded me of how ill he was just 4 1/2 years ago and the prospect he would not live pass the age of 1 due to a liver shunt. We’ll he is survivor and a role model for all – Live life to the fullest and enjoy each day as it comes. I know I do.
Food Distribution Guy is Canada’s first independently operated marketing consultant service for small food manufacturers.
We help Small Food Manufacturers Get and Stay Listed.
Happenings In The Canadian Grocery Sector
Here are some interesting tidbits that are happening in the Canadian grocery and food sector.
Target Exits Canada
Buzz was front and centre 20 months ago when Target started to open up their Canadian stores. This past week marked their demise when it was announced they were closing all 133 locations and leaving the country. Their adventure was a complete disaster, – a story of a company trying to accomplish too much, too fast, with too little thought towards their distinct brand identity.
Unique Selling Proposition:Brand success depends upon standing out from the competition, especially when the competition is Wal-Mart. Target failed to address this brand fundamental before entering Canada.
Brand Promise:Canadians perception of Target – lowest retail prices possible. Yet, when it came to Canada this was not the case and Target Canada did not address this perceived promise.
Have you re-evaluated your brand identity. Branding experts insist it should be completed every 18-24 months. I just re-evaluated my brand identity and the results speak for themselves.
Battle of the Sexes
A new study from NDP Group U.S. found big differences in the way men and women peruse the supermarket. Among the differences:
Women spend $14 more than guys on average per trip.
41% of men do all or most all of the household grocery shopping.
46% of men always or almost always shop for better-for-you foods.
Is the average male part of your target audience?
Source: Battle of the Sexes, Canadian Grocer, October 2014
Whole Foods Loves Canada
Having just opened up their 10th store in Ottawa, Whole Foods Co-CEO, Mr. W. Robb announced plans for another 30 stores. The reason for their optimism, for the four year period ending 2014, Whole Food sales in Canada and Britain rose at a compound annual growth rate of 14.74%. CAGR sales in America during the same period lagged: up 11.96%.
A report by Packaged Facts suggests that natural and organic food and beverage sales in Canada are expected to increase at a CAGR of more than 11% from 2014 to 2019, higher than the 9.4% CAGR clocked in 2009-2013.
(Source: Why Whole Foods Suddenly Loves Canada, Canadian Grocer, Jan. 2015)