EUROPEANS APPETITE FOR ALMONDS ENDURES AND GROWS Room 306-307 | - PowerPoint PPT Presentation

39 J’ ROUT INE SNACKE RS FR JANE CUL INARY- INCL INE D HE AL T H- E MPOWE RE D PURCHASE POWE R SOCIAL AT HOME SE L F - CARE

40 MOBIL E J’ DIGIT AL FR JANE SOCIAL PRINT PR ADVOCAT E S VIDE O

41 ALMONDS ARE HOT IN FRANCE T op- of- Mind Awa re ne ss Consume r Pe rc e ptions Sna c king Assoc ia tion Volume Va lue SOURCE: 2017 France Consumer AAU

42  HE AL T HIE ST NUT  NUT E AT E N AS A SNACK  NUT POSIT IVE ST ORY RE CAL L  AVE RAGE CONSUMPT ION  L IKING SCORE  BAKING ASSOCIAT ION SOURCE: 2017 France Consumer AAU

43 Q U I Z T I M E !

44 T I M E ! Q U I Z WHAT WAS THE % OF TOP-OF-MIND AWARENESS OF ALMONDS IN 2007? (among French Jane)

45 ANSWER 1% = 2007 SOURCE: 2017 France Consumer AAU

46 T I M E ! Q U I Z WHAT WAS THE % OF TOP-OF-MIND AWARENESS OF ALMONDS IN 2017? (among French Jane)

47 ANSWER 29% = 2017 SOURCE: 2017 France Consumer AAU

48 ALL MEASURES HAVE SEEN SIGNIFICANT GROWTH THE PAST TWO YEARS! AND DOUBLE-DIGIT GROWTH IN TOP-OF-MIND AWARENESS AMONG FRENCH JANES (29%, +11pts). Top-Of-Mind Awareness (FR Jane) 40% 30% 20% 10% 0% 2007 2010 2012 2014 2015 2017 Top-Of-Mind Awareness (FR Jane) FRANCE TOM Awareness (first mention) Total Pop. 20% +7 pts from 2015 TOM Awareness (first mention) FR Janes 29% +11 Total Awareness (any mention) Total pop. 61% +11 Total Awareness (any mention) FR Janes 63% +8 Association with Snacking Total Pop. 28% +9 Association with Snacking FR Janes 35% +9 SOURCE: 2017 France Consumer AAU

49 T I M E ! Q U I Z ALMONDS ARE THE #2 NUT FOR TOP-OF-MIND AWARENESS IN FRANCE. WHAT NUT IS #1 IN FRANCE? SOURCE: 2017 France Consumer AAU

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53 I live a balanced, healthy life and approach food with an "everything in moderation" mentality. I’m concerned about environmental issues and the impact I can have on the planet. ROUT INE SNACKE RS FR JANE CUL INARY- INCL INE D HE AL T H- E MPOWE RE D PURCHASE POWE R SOCIAL AT HOME I need snacks that are natural, unprocessed, and can keep me satisfied in between meals. SE L F - CARE

54 MEDIA COVERAGE

55 SUSTAINABILITY EDUCATION

56 WHAT WE’RE DOING

57 TOP 3 OPPORTUNITES IN FRANCE Capitalize on momentum and explore growth opportunities 1 Educate on evidence around calories and fat and benefits of 2 eating 28g 3 Tell our sustainability story even more proactively

58 G E R M A N Y G R O W T H O P P O R T U N I T Y

…2008 2009 2011 2013 2015 2016 2017 59 28% SNACK ASSOC. 15% 9% 2% 1% 29% 1% TOM AWARENESS 15% 5% 5% 2% 1% 2007 2010 2012 2014 2015 2017 SOURCE: 2017 AAU & 2017 Snacking Study

60 RESULT OF THE LONG-TERM SNACKING STRATEGY Snack Association (AAU) 35 29 30 25 20 15 15 10 5 5 5 2 1 0 UK FRANCE GERMANY 2007 2017 ABC, AAU, 2017

61 Q U I Z T I M E !

62 T I M E ! Q U I Z ALMONDS ASSOCIATION WITH SNACKING IS LOW. BUT ASSOCIATION WITH ___ IS VERY HIGH

63 ANSWER BAKING ALMONDS ARE STRONGLY ASSOCIATED WITH BAKERY IN GERMANY SOURCE: 2017 Germany Consumer AAU

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65 T I M E ! Q U I Z ALMONDS ARE THE 2 ND BEST LIKED NUT IN GERMANY. WHAT NUT IS #1?

66 ANSWER PEANUTS ALMONDS HAVE THE 2 nd HIGHEST LIKING SCORE BEHIND #1 PEANUTS – AND AHEAD OF WALNUTS AND HAZELNUTS SOURCE: 2017 Germany Consumer AAU

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68 T I M E ! Q U I Z ALMONDS ARE RANKED #2 FOR HEALTHFULNESS IN GERMANY. WHAT NUT IS #1?

69 ANSWER WALNUTS WALNUTS ARE VIEWED AS THE HEALTHIEST NUT IN GERMANY. WITH ALMONDS AND HAZELNUTS TIED FOR 2 ND PLACE SOURCE: 2017 Germany Consumer AAU

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71 T I M E T O I N V E S T I N G E R M A N Y T HE CHAL L E NGE AHE AD IS T O CHANGE T HE PE RCE PT ION OF AL MONDS F ROM A BAKING INGRE DIE NT INT O A HE AL T HY, MID-DAY SNACK

72 AND BUILD ON POSITIVE PERCEPTIONS OF ALMONDS

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74 Snacking is a key part of my diet and something I look forward to. Snacks be tasty, but also provide energy and be healthy. ROUT INE SNACKE RS THE DE-LIGHTFUL SNACKER F OOD IS ASPIRAT IONAL RE DUCE D CAL ORIE F OCUS INCOME Most of the snacks for in- between that are tasty and AL WAYS ON high in energy make me feel heavy and weighed down. L IVING WIT H

75 Sna c king is a ke y pa rt o f my d ie t Almo nds a re a de lig htful a nd so me thing I lo o k fo rwa rd to . mid-da y sna c k— na tura lly ric h , b ut lig ht Sna c ks b e ta sty, b ut a lso pro vid e a nd e a sy to e a t e ne rg y a nd b e he a lthy. ROUT INE SNACKE RS e ve ryda y. THE DE-LIGHTFUL SNACKER F OOD IS ASPIRAT IONAL RE DUCE D CAL ORIE F OCUS INCOME Mo st o f the sna c ks fo r in-b e twe e n tha t a re AL WAYS ON ta sty a nd hig h in e ne rg y ma ke me fe e l he a vy a nd we ig he d d o wn. L IVING WIT H

76 Ca mpa ig n T ime line & Re sults Pr e liminar y Campaign L aunc h: F ull Campaign L aunc h: May 2017 Oc tobe r 1, 2017 May June July August November December 2018 September October - 115+ ASSETS - 191 million impressions - 6,144% increase in followers on Instagram

77 WHAT WE’RE DOING

78 TOP 3 OPPORTUNITES IN GERMANY Invest to raise awareness 1 Focus communications on the mid-day snacking occasion 2 and the balance of “rich & light” 3 Get the trade on-board so product on shelf reflects positioning and inspires purchase

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80 T HE E U3 I S NOW… T HE E U4

81 I T AL Y c o ming so o n…

82 Da rie la Ro ffe -Ra c kind dro ffe @ a lmo ndb o a rd.c o m

83 T H E FU T U RE OF FOOD K a thryn Ma rtino Dire c to r, F o o d & Nutritio n, Po rte r No ve lli L o nd o n

84 S T R I P P I N G D O W N

85 THE WORLD’S FIRST NAKED RESTAURANT: LONDON

S L A U G H T E R H O U S E C C T V T H E L AW I N F R A N C E

87 SNAPCHAT STORIES PROVE FISH IS 24-HOURS FRESH

88 C R E AT I V E S U S TA I N A B I L I T Y

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90 “ZILLA EGGS”

91 H E A LT H O N I S M

92 NUT BUTTER FONDUE

W O R K O U T B I L L B O A R D S Workout billboards

94 H A C K I N G H U M A N S

95 MONARCH AIRLINE’S IN-FLIGHT ‘MOOD FOOD’

96 CHOCOLATE THAT IMPROVES GUT HEALTH

97 WHAT DOES THIS MEAN FOR ALMONDS? STRIPPED DOWN CREATIVE SUSTAINABILITY 23 Servings of Almond by-product Almonds = 100% natural Opening up the orchards Sustainability snack bar HACKING HUMANS HEALTHONISM An even more The most Snacking Good! Almonds + chocolate = health halo super researched nut superfood

98 K a thryn Ma rtino K a thryn.ma rtino @ po rte rno ve lli.c o .uk

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