NATIONAL MANGO BOARD August 18, 2020 - Manuel Michel, , linkedin.comin/manuel-michel-3b62101b/ Adrian Tennant ...
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NATIONAL MANGO BOARD
August 18, 2020
Manuel Michel, mmichel@mango.org, linkedin.com/in/manuel-michel-3b62101b/
Adrian Tennant, atennant@bigeyeagency.com, linkedin.com/in/adrianctennant/
Tricia Bramley, tbramley@mango.org, linkedin.com/in/triciabramley/
Manuel Michel Executive Director National Mango Board mmichel@mango.org linkedin.com/in/manuel-michel-3b62101b/
MANGO IMPORT VOLUME
20
Monthly Arrivals at U.S. Entry Ports 18.6
Boxes (4 kg) in Millions 18.4
18
2019 2020 15.2 15.4
16
13.5
14
12
9.6 9.2
10 8.8 8.4 8.3
7.7
8
6 4.9
4
2
0
Jan Feb Mar Apr May Jun
5
MANGO IMPORT VOLUME H1 2020 =
Weekly Arrivals at U.S. Entry Ports +0% YoY
Boxes (4 kg) in Millions
4 2019 2020
3
2
1
January February March April May June
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 3
Sources: National Mango Board and USDA Market News
WHOLE MANGO AT RETAIL H1 2020 =
Volume Velocity and Avg. Price +5% YOY
400 389 $4.00
343
Units / Store / Week
2019 Volume Velocity 2020 Volume Velocity 331
2019 Avg. Price 2020 Avg. Price 307
300 $3.00
238 245 241
202
200 153 175 168 $2.00
142
$1.23 $1.17 $1.05 $0.94 $0.88
100 $1.06 $1.00
$0.98 $1.00 $1.05 $0.94 $0.82 $0.78
0 $-
Jan Feb Mar Apr May Jun
WHOLE MANGO AT RETAIL H1 2020 =
Sales Velocity +10% YOY
$400
Sales / Store / Week
2019 Avg. Sales 2020 Avg. Sales $304 $301
$289
$300 $270
$250 $252
$229
$202 $196
$200 $175
$162 $171
$100
$0
Jan Feb Mar Apr May Jun
Sources: Nielsen Answers on Demand® (26 weeks ending 6/27/20)
FRESH-CUT MANGO AT RETAIL
Volume Velocity and Avg. Price
40 $20.00
Units / Store / Week
2019 Volume Velocity 2020 Volume Velocity
2019 Avg Price 2020 Avg Price
H1 2020 =
30 -1%$15.00
YOY
21 21 21 20 21 21
18 19 19
20 17 16 17 $10.00
$4.90 $4.64 $4.98 $5.05 $5.01 $4.98
10 $5.00
$4.79 $4.63 $4.87 $4.86 $4.80 $4.88
0 $-
Jan Feb Mar Apr May Jun
FRESH-CUT MANGO AT RETAIL
H1 2020 =
Sales Velocity
+3% YOY
$125
Sales / Store / Week
2019 Sales Velocity 2020 Sales Velocity $107
$101 $105 $104
$101 $95 $96 $93
$100
$82 $87 $83
$81
$75
$50
$25
$0
Jan Feb Mar Apr May Jun
Sources: Nielsen Answers on Demand® (26 weeks ending 6/27/20)
FROZEN MANGO
Import Volume
9,000
8,519
2019 2020
8,000
H1 2020 =
+22% YOY
7,000 6,703
5,951
Metric Tons
6,000 5,813
5,000 4,535 4,508 4,644
4,200
3,942 3,795
4,000 3,756
3,459
3,000
2,000
1,000
0
Jan Feb Mar Apr May Jun
Sources: USDA-FAS Global Agricultural Trade System (GATS) Online
FROZEN MANGO AT RETAIL H1 2020 =
Volume Velocity and Avg. Price +29% YOY
20 19 $8.00
2019 Volume Velocity 2020 Volume Velocity 18 18
2019 Avg. Price 2020 Avg. Price 17
Units/Store/Week
15 14 $6.00
13 13 13 13
12 12 12 $4.55
$4.40 $4.56 $4.24
$4.09 $4.22
10 $4.12 $4.14 $4.14 $4.12 $4.00
$4.03 $4.17
5 $2.00
- $0.00
Jan Feb Mar Apr May Jun
FROZEN MANGO AT RETAIL H1 2020 =
Sales Velocity +39% YOY
$100 $88
Sales / Store / Week
2019 Avg. Sales 2020 Avg. Sales $84
$74 $78
$75
$52 $55 $52 $51 $52 $53 $52
$49
$50
$25
$0
Jan Feb Mar Apr May Jun
Sources: Nielsen Answers on Demand® (26 weeks ending 6/27/20)
Summary: 2020 U.S. Mango Market ● Overall, mango market has experienced an increase in consumer demand during the first half of 2020 ● Fresh-whole and fresh-cut mango had to overcome distribution challenges in early April, but rebounded into May and June ● Frozen mango has had higher than normal supply and demand during the first half of 2020
Adrian Tennant VP, Insights Bigeye atennant@bigeyeagency.com linkedin.com/in/adrianctennant/
Unprecedented Disruption “Never before in the recent past of of our nation have we been forced to confront the magnitude of abrupt changes that COVID-19 circumstances foisted upon us all. So the food industry… suddenly found itself facing an unprecedented disruption.” David Fikes, Executive Director, FMI Foundation
Unprecedented Disruption US Economy Suffers Historic Stimulus Checks Drive Restaurant Industry Food Delivery Surges Slowdown Increased Food Sales Collapses
US Economy Suffers Historic Slowdown Amid Pandemic
-33%
Decline in GDP in the
second quarter of 2020
US Bureau of Economic Analysis, July 2020; Statista, July 2020How Americans Used Their Stimulus Checks
59%
of surveyed households
said they used, or planned
to use, their stimulus
payment for food during
the COVID-19 pandemic
Weekly Household Pulse Survey, US Census Bureau, July 9-14 2020; Statista, July 2020Foodservice Collapse
Year-over-year change in seated
diners at restaurants on the
OpenTable network, including
online reservations, phone
reservations, and walk-ins
OpenTable, March 2020; Statista, March 2020Changes in Where Consumers Shop
Shop at fewer stores 40%
78% Shop online more
Avoid stores I usually shop at
28%
15%
of shoppers have made a Changed store I shop at most frequently 11%
change to where they
shop as a result of the Shop at different types of stores 10%
COVID-19 pandemic
No longer shop in-store 10%
FMI and The Hartman Group, June 2020Changes in How Consumers Shop
Spend more money each visit 44%
89% Shopping trips are faster
Purchase a narrower range of products
32%
25%
of shoppers have made a
change to how they shop
as a result of the COVID-
Spend more money online 16%
19 pandemic
FMI and The Hartman Group, June 2020Changes in Who Shops for Grocery Items
Only one person shops when previously 24%
36%
two or more shopped
Someone outside the household (e.g. a 11%
relative or friend) shops
of shoppers have made a
change to who shops
Different person in household shops now 3%
as a result of the COVID-
19 pandemic
FMI and The Hartman Group, June 2020Cooking at Home More, Eating Healthily
Cook more of my meals 41%
36% Plan more meals in advance 27%
of shoppers report
healthier eating habits,
Try new dishes more often 20%
compared to before
COVID-19.
FMI and The Hartman Group, June 2020E-Commerce: Years Happening in Weeks Bank of America, U.S. Department of Commerce, ShawSpring Research, 2020
Food and Beverage: Fastest Growing E-Com Category 58% Year-over-year growth of food and beverage items purchased via digital channels in 2020 eMarketer, May 2020
Grocery Delivery and Pickup: Sales Growth 233% Sales growth between August 2019 and March 2020 80% Sales growth between March and June 2020. Sales of grocery delivery and pickup in the United States in August 2019 and March to June 2020 (in billions US dollars) Statista, July 15, 2020
Winners: Delivery and Pickup Estimated year-over-year increase in Amazon Fresh orders. 323% eMarketer, July 2020; Statista, July 2020; MarketWatch, July 2020; Quartz, April 2020; Edison Trends, April 2020, CNBC, June 2020.
Implications
New Habits? 88% 48% 38% of adults expect a of adults expect to of respondents persistent change prepare meals expect to to cooking, dining, more frequently eat out less often and shopping habits
Tricia Bramley Director, Marketing & Communications National Mango Board tbramley@mango.org linkedin.com/in/triciabramley/
Break or Pivot?
What happens with retail?
With foodservice?
How do we reach consumers now?
How do we look to the future?
26The Retail Pivot
27The Retail Pivot
In-Store Sampling Paused Retailers conserve floor space Shoppers make trips quick
28The Retail Pivot
29The Retail Pivot: Frozen
We focused on narratives we could control and amplify in
a world of chaos and uncertainty
• Build awareness and consumption of frozen mangos
Increase overall knowledge
• Leverage consistent availability and versatility
• Leverage packing
30The Foodservice Pivot
31The Foodservice Pivot
“Restaurants and employees are feeling the catastrophic effect of the COVID-19 pandemic
across the country. Since March 1, the industry has lost more than 3 million jobs and $25
billion in sales, and roughly 50% of restaurant operators anticipate having to lay off more
people in April.” – National Restaurant Association
Keep mangos top of mind with operators, chefs, and
media
• Recipe and content development
• Chef’s video series – techniques and
how to’s
• Advertising – social media, foodservice
trade publications, advertorials, and
partnerships
• Social good opportunities
32The Social Pivot
33The Social Pivot
Targeting
Targeted ads based Interactive campaigns Paid activations Sponsored posts
on archetypes and partnerships
• Multiple variations
of ads
• Performance
constantly
evaluated and
adjusted
• Social listening to
stay aware of
concerns and
conversation
34The Social Pivot
Mango Madness Happier Hours and Demos Recipe Development
Instagram Stories Simple recipes Recipe inspiration
execution Nutrition focus Travel through taste
Vote on favorite Easy to make at home Tap into ‘Quarantine
recipes. One will win! Kitchen’ initiatives
35The Web Pivot
36The Web Pivot
Targeted Landing Pages
• Copy and imagery matched
every ad we ran
• Benchmarked all of our
metrics before we ran our
ads
• A/B tested placement and
UX for optimization
• Retargeted for additional
messaging
37The Full Plan Pivot: Results
38The Full Plan Pivot Results
On the web:
• Users are up 98%
through June
• New Users are up 102%
• Pageviews are up 112%
• Pages per session are up
almost 10%
• Average session
duration is up 11%
On social:
• Audience growth is up
12%
• Total engagements is up
60%Pivoting into 2021
40The Full Plan Pivot: What Next?
We don’t know what 2021 will look like, so we’re using this time period to our
advantage
• Data is king!
• Learning about our consumers: what makes them tick? What do they need
from us?
• Finding more archetypes to focus on
• Optimize our user experience journeys on our sites
• Enhance our partnerships with retailers and influencers
And now it’s time to get back to basics
• Create exciting meaningful content that resonates and educates
• Enhance our future programs with this data
41Thanks for attending!
Manuel Michel, mmichel@mango.org, linkedin.com/in/manuel-michel-3b62101b/
Adrian Tennant, atennant@bigeyeagency.com, linkedin.com/in/adrianctennant/
Tricia Bramley, tbramley@mango.org, linkedin.com/in/triciabramley/
42https://www.usatoday.com/story/money/food/2020/03/0
6/costco-samples-coronavirus-suspends-free-
samples/4980216002/
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