Global Food and Beverage Industry CEO Business Outlook Survey 2013–2014

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Panel Report
Global Food and Beverage Industry CEO Business
Outlook Survey 2013–2014

Reference Code: CS2235PR

Published: June 2013




     www.canadean-winesandspirits.com
                                                            Global F&B Industry CEO Business Outlook Survey 2013–2014
                                                                                                                                Published: June 2013




Table of Contents
    1.      Introduction................................................................................................. 8
    1.1       What is this Report About?................................................................................... 8
    1.2       Definitions ............................................................................................................ 8
    1.3       Methodology ........................................................................................................ 9
    1.4       Profile of Survey Respondents ........................................................................... 11
    2.      Executive Summary ................................................................................. 12
    2.1       Overall 52% of C-level respondents from the global food and beverage
              industry are more optimistic about revenue growth in 2013 ................................ 12
    2.2       Mergers and acquisitions in the global food and beverage industry expected to
              increase in 2013................................................................................................. 12
    2.3       China, India, and Brazil are the most important emerging markets in 2013 ........ 12
    2.4       ‘Pressure on margins’, ‘customer price sensitivity’, and ‘volatility and increase
              in input costs’ remain leading concerns in 2013 ................................................. 13
    2.5       Average annual procurement budget is expected to increase in 2013................ 13
    2.6       Average annual marketing budget of C-level respondents is expected to
              increase in 2013................................................................................................. 13
    2.7       ‘Corporate and brand websites’, ‘email and newsletters’, and ‘online content
              sites and portals’ are to dominate future investment........................................... 14
    2.8       ‘Customer retention’, ‘brand building or awareness’, and ‘customer acquisition’
              dominate the key marketing aims for 2013–2014 ............................................... 14
    2.9       ‘Strategic and tactical consulting’, ‘low cost’, and ‘ability to customize and
              target ad delivery’ are the three leading critical success factors in 2013............. 14
    3.      Global F&B Industry Dynamics: C-level Respondents ......................... 15
    3.1       Revenue Growth Projections in the Global F&B Industry ................................... 16
    3.1.1     Revenue growth projections by region .............................................................................. 18
    3.1.2     Revenue growth projections by company turnover ........................................................... 19
    3.2       Future Developments in Business Structure in the Global F&B Industry ............ 20
    3.2.1     Future developments in business structure by region ....................................................... 22
    3.2.2     Future developments in business structure by company turnover .................................... 23
    3.3       Merger and Acquisition Activity Projections in the Global F&B Industry .............. 24
    3.3.1     Merger and acquisition activity projections by region ........................................................ 26
    3.3.2     Merger and acquisition activity projections by company turnover ..................................... 27
    3.4       Capital Expenditure Forecast in the Global F&B Industry ................................... 29
    3.4.1     Forecast of capital expenditure by region ......................................................................... 31
    3.4.2     Forecast of capital expenditure by company turnover ...................................................... 31
    3.5       Planned Change in Staff Recruitment in the Global F&B Industry ...................... 33



    © Copyright 2013 Canadean. This product is licensed and is not to be photocopied.
                                                                                                                                               2
    Reference code: CS2235PR
                                                      Global F&B Industry CEO Business Outlook Survey 2013–2014
                                                                                                                         Published: June 2013



3.5.1    Planned change in staff recruitment by region .................................................................. 35
3.5.2    Planned change in staff recruitment by company turnover ............................................... 36
4.      Global F&B Industry Market Growth Outlook: C-level Respondents ... 37
4.1      Global Food and Beverage Industry - Demand in Emerging Markets ................. 39
4.1.1    Demand in emerging markets by region ........................................................................... 42
4.1.2    Demand in emerging markets by company turnover ........................................................ 43
4.1.3    Important factors to target emerging markets ................................................................... 45
4.2      Global F&B Industry - Growth Expectations in Developed Markets .................... 47
4.2.1    Growth expectations in developed markets by region ...................................................... 50
4.2.2    Growth expectations in developed markets by company turnover ................................... 52
5. Threats and Opportunities for the Global F&B Industry: C-level
Respondents ..................................................................................................... 53
5.1      Global F&B Industry - Leading Business Concerns for 2013 .............................. 54
5.1.1    Leading business concerns in 2013 by region .................................................................. 57
5.1.2    Leading business concerns in 2013 by company turnover ............................................... 58
5.2      Key Consumer Trends Projected to Shape the Global F&B industry in 2013: C-
         level Respondents ............................................................................................. 59
5.2.1    Key consumer trends for food and beverage industry by region ...................................... 61
5.2.2    Key consumer trends for food and beverage industry by company turnover.................... 62
5.3      Global F&B Industry - Key Supplier Actions to Secure Business ........................ 64
5.3.1    Actions to maintain and secure buyer business by region ................................................ 66
5.3.2    Actions to maintain and secure buyer business by company turnover ............................. 67
6.      Global F&B Industry Buyer Spend Activity: C-level Respondents ...... 68
6.1      Annual Procurement Budgets in the Global Food and Beverage Industry .......... 69
6.1.1    Annual procurement budgets by region ............................................................................ 70
6.1.2    Annual procurement budgets by company turnover ......................................................... 71
6.2      Global F&B Industry - Planned Change in Procurement Expenditure ................. 72
6.2.1    Planned change in procurement spend by region ............................................................. 74
6.2.2    Planned change in procurement spend by company turnover .......................................... 76
6.3      Planned Change in Procurement Expenditure by Product and Service
         Category ............................................................................................................ 77
6.4      Global Food and Beverage Industry - Variations in Regional Supplier Prices ..... 81
6.4.1    Variations in regional supplier prices by region ................................................................. 82
6.4.2    Variations in regional supplier prices by company turnover .............................................. 84
7. Global F&B Industry Procurement Behaviors and Strategies: C-level
Respondents ..................................................................................................... 85
7.1      Critical Success Factors for Supplier Selection .................................................. 86
7.2      E-Procurement in the Global Food and Beverage Industry ................................ 88
7.2.1    E-procurement in the global food and beverage industry by region ................................. 90


© Copyright 2013 Canadean. This product is licensed and is not to be photocopied.
                                                                                                                                        3
Reference code: CS2235PR
                                                       Global F&B Industry CEO Business Outlook Survey 2013–2014
                                                                                                                           Published: June 2013



7.2.2    E-procurement by company turnover ................................................................................ 91
7.3      Influence of Social Media Marketing for the Food and Beverage Industry .......... 92
7.3.1    Influence of social media marketing by region .................................................................. 94
7.3.2    Influence of social media marketing by company turnover ............................................... 94
8.      Global F&B Industry Marketing Spend Activity: C-level Respondents 96
8.1      Annual Marketing Budgets - Global F&B Industry .............................................. 97
8.1.1    Annual marketing budgets by region ................................................................................. 98
8.1.2    Annual marketing budgets by company turnover .............................................................. 99
8.2      Global F&B Industry - Planned Change in Marketing Expenditure Levels ........ 100
8.2.1    Planned change in marketing expenditure by region ...................................................... 102
8.2.2    Planned change in marketing expenditure by company turnover ................................... 103
8.3      Global F&B Industry – Future Investments in Marketing Channels ................... 105
8.4      Global F&B Industry – Future Investment in Marketing and Sales .................... 107
9. Global F&B Industry – Marketing and Sales Behaviors in 2013–2014 by C-
level Respondents .......................................................................................... 109
9.1      Global F&B Industry - Key Marketing Aims of Suppliers for 2013–2014 ........... 110
9.1.1    Key marketing aims by region ......................................................................................... 111
9.1.2    Key marketing aims by turnover ...................................................................................... 113
9.2      Global F&B Industry – Essential Amendments to Marketing Activities in 2013–
         2014................................................................................................................. 115
9.3      Critical Success Factors for Choosing a Marketing Agency.............................. 117
10. Appendix ................................................................................................. 119
10.1     Survey Results – Closed Questions ................................................................. 119
10.2     About Canadean .............................................................................................. 133
10.3     Disclaimer ........................................................................................................ 134




© Copyright 2013 Canadean. This product is licensed and is not to be photocopied.
                                                                                                                                          4
Reference code: CS2235PR
                                                                                     Global F&B Industry CEO Business Outlook Survey 2013–2014
                                                                                                                                                                                     Published: June 2013




List of Figures
     Figure 1: Revenue Growth Optimism in the Global F&B Industry, 2012–2013 ........................................................................... 17
     Figure 2: Revenue Growth Optimism in the Global F&B Industry by Region (%), 2013.............................................................. 18
     Figure 3: Revenue Growth Optimism in the Global F&B Industry by Turnover (%), 2013 ........................................................... 19
     Figure 4: Key Expected Changes in Business Structure: Global F&B Industry (%), 2013 .......................................................... 22
     Figure 5: M&A Activity in the Global F&B Industry (%), 2012–2013 ........................................................................................... 26
     Figure 6: M&A Activity by Region - Global F&B Industry (%), 2013 ........................................................................................... 27
     Figure 7: M&A Activity by Turnover - Global F&B Industry (%), 2013 ........................................................................................ 28
     Figure 8: Global F&B Industry - Forecast of Capital Expenditure (%), 2013 ............................................................................... 30
     Figure 9: Global F&B Industry - Forecast of Capital Expenditure by Region (%), 2013 .............................................................. 31
     Figure 10: Global F&B Industry - Forecast of Capital Expenditure by Turnover (%), 2013 ......................................................... 32
     Figure 11: Global F&B Industry: Planned Change in Staff Recruitment (%), 2013 ..................................................................... 34
     Figure 12: Global F&B Industry - Planned Change in Staff Recruitment by Region (%), 2013 ................................................... 35
     Figure 13: Global F&B Industry - Planned Change in Staff Recruitment by Turnover (%), 2013 ................................................ 36
     Figure 14: Global F&B Industry - Top Ten Growth Regions, 2013–2014 ................................................................................... 38
     Figure 15: Global F&B Industry - Top Five Emerging Markets, 2013 ......................................................................................... 39
     Figure 16: Global F&B Industry - Demand in Emerging Markets (%), 2013–2014 ...................................................................... 42
     Figure 17: Global F&B Industry - Demand in Emerging Markets by Region (%), 2013–2014 ..................................................... 43
     Figure 18: Global F&B Industry - Demand in Emerging Markets by Turnover (%), 2013–2014 .................................................. 44
     Figure 19: Global F&B Industry - Trends Manufacturers Consider for Targeting Emerging Markets (% C-level responses), 2013
     ................................................................................................................................................................................................. 46
     Figure 20: Global F&B Industry - Top Five Developed Regions by Growth, 2013–2014 ............................................................ 47
     Figure 21: Global F&B Industry - Growth Projections in Developed Markets (%), 2013–2014.................................................... 50
     Figure 22: Growth Projections in Developed Markets by Region (% 'Increase' Responses), 2013–2014 ................................... 51
     Figure 23: Growth Projections in Developed Markets by Turnover (% 'Increase' Responses), 2013–2014 ................................ 52
     Figure 24: Global F&B Industry - Leading Business Concerns (%), 2013 .................................................................................. 56
     Figure 25: Global F&B Industry - Leading Business Concerns by Region (%), 2013 ................................................................. 57
     Figure 26: Global F&B Industry - Leading Business Concerns by Turnover (%), 2013............................................................... 58
     Figure 27: Global F&B Industry - Key Consumer Trends (%), 2013 ........................................................................................... 61
     Figure 28: Global F&B Industry - Key Consumer Trends by Region (%), 2013 .......................................................................... 62
     Figure 29: Global F&B Industry - Key Consumer Trends by Turnover (%), 2013 ....................................................................... 63
     Figure 30: Global F&B Industry - Securing Buyer Business (%), 2013 ....................................................................................... 65
     Figure 31: Global F&B Industry - Securing Buyer Business by Region (%), 2013 ...................................................................... 66
     Figure 32: Global F&B Industry - Securing Buyer Business by Turnover (%), 2013 ................................................................... 67
     Figure 33: Global F&B Industry - Annual Procurement Budgets (%), 2012–2013 ...................................................................... 69
     Figure 34: Global F&B Industry - Annual Procurement Budgets by Region (%), 2013 ............................................................... 70
     Figure 35: Global F&B Industry - Annual Procurement Budgets by Turnover (%), 2013 ............................................................ 71
     Figure 36: Global F&B Industry - Change in Total Procurement Expenditure (%), 2013 ............................................................ 74
     Figure 37: Global F&B Industry - Planned Change in Procurement Expenditure by Region (%), 2013....................................... 75
     Figure 38: Global F&B Industry - Planned Change in Procurement Expenditure by Turnover (%), 2013 .................................... 76
     Figure 39: Global F&B Industry - Change in Spend on Food Products and Services (%), 2013 ................................................. 79
     Figure 40: Global F&B Industry - Change in Spend on Beverage Products and Services (%), 2013 .......................................... 80
     Figure 41: Global F&B Industry - V
				
DOCUMENT INFO
Description: Product Synopsis “Global Food and Beverage Industry CEO Business Outlook Survey 2013–2014” is a new report by Canadean that analyzes how global food and beverage industry companies’ procurement expenditure, business strategies, and practices are set to change in 2013–2014. This report provides data and analysis on category-level spending outlooks, budgets, supplier selection criteria, business challenges, and investment opportunities for leading purchase decision makers in the global food and beverage industry. Furthermore, it provides the current size of the marketing and advertising budgets and how spending will change, providing insight into global marketing behavior; it also identifies future growth, key consumer trends, M&A, and e-procurement in the global food and beverage industry. This report not only grants access to the opinions and strategies of business decision makers and competitors in the global food and beverage industry, but also examines their actions surrounding business priorities and provides access to information categorized by region and size. Introduction and Landscape Why was the report written? This report is the result of an extensive survey drawn from Canadean’s exclusive panel of leading global food and beverage industry C-level executives, and provides data and analysis on expenditure, procurement, and developments within the global food and beverage industry. This report includes key topics such as global food and beverage industry expenditure, procurement behaviors and strategies, the current size of the marketing and advertising budgets, and how spending will change, providing insight into global marketing behavior. This report identifies the threats and opportunities within the global food and beverage industry, economic outlook trends, key consumer trends, and business confidence among global food and beverage industry C-level executives. What is the current market landscape and what is changing? C-level respondents from
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PARTNER Canadean
Canadean has long held a reputation with FMCG markets for providing specialist business information by conducting detailed industry and consumer research, supported by insightful value-added analysis. We cover the entire spectrum of the consumer value chain from suppliers, brand owners, distribution channels and consumer insight. By researching markets in a holistic way, Canadean’s research methodology enables clients to make informed strategical decisions that are founded on robust and reliable data and market insights. We specialise in online survey panels, qualitative and quantitative in-country research, industry analysis and consultancy. Canadean’s dedicated in-country researchers and analysts have an industry background in marketing, market research, consulting and advanced statistical expertise. They are well positioned in the industries themselves and therefore, best placed to ask the right questions of the right people. This network of professional researchers stretches across more than 80 countries, enabling Canadean to conduct unique research via our trusted business communities.