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la diversité en genre et en nombre
Contact :
Abbas Bendali
� 00 331 55 37 96 00
���� 00 336 22 07 77 05
����http://www.solisfrance.com
February 2010
Horizons StudyShoppers 2010
Technical Description
Brands, Distribution, Halal Certification:
Attitude and purchasing Behaviours
of Customers from North Africa
2
Agenda
� Introduction………………………………………………………… p 3
� Objectives ……………………………………………………….. p 7
� Methodology……………………………………………………….. p 10
� Some results………………………………………..…………….. p 16
� Contact…………………………………………………………………p 24
3
Introduction
4
The last few months have seen the most significant development ever, in the evolution of the Halal market in France. Yet these products have been present in supermarkets for over ten years.
The sudden speeding up of the new “marketing history” in this market, in the context of Ramadan 2009, is remarkable in more ways than one :
� Product launches have been numerous, not only with the presence of more well-known food industry brands, but also retail brands;
� For the first time, the mass media (outdoor advertising in large French cities and communication through national TV channels) has been used to leverage marketing;
� Product distribution has been expanded to a larger part of the hyper and supermarket circuit extending product range, clearly helped by the period of Ramadan.
It is certain that the final sales figures for the year 2009 will be carefully scrutinised and will be rich in analysis and feedback for the key players in this market. The purpose is to provide ideas concerning the strategies to choose in the future, to continue the expansion of this market segment.
Introduction
5
The Halal Market represents a minimal potentiel, estimated to be:� 5 million consumers;
� An estimated turnover of €4.5 billion in 2010 (Solis) in hyper/supermarkets and traditional stores and €1 billion of consumptionout of the home, with a focus on fast food.
� A two-digit growth market.
Obviously, this market represents an opportunity for growth in this periodof recession. The Halal market will continue to increase and mature thanksto the following factors:
� High consumer expectation;
� An expanding offer (diverse products, means of consumption…);
� Better organised channels of distribution;
� And an increase in demand with the arrival of the «Diversity Baby-boomers».
The fierce competition between the players in this market will push them to invest in marketing as a means of gaining shelf space positioning and of becoming the customers’ first choice.
Intoduction
6
Introduction
We currently hold:
�Exclusive data taken from our research work concerning the size and the demographic structure of the populations of descendants of immigrants, which has enabled us to have state of the art samples from our enquiries;
�A network of nation-wide investigators who have affinities with the different population segments being questioned (North Africa, Sub-saharianAfrica, the Caribbean);
�An acknowledged expertise, acquired thanks to a permanent link with university research and our relationship with our customers (marketing professionals in large distribution, services, the media and government bodies).
Solis has specialized for several years in marketing studies concerning these population segments in France.
7
Objectives
8
To gather marketing information from the North African population living in France in order to quantify the consumption of, and attitudes toward, the Halal market; we have focused on:
� Notoriety, image and perception of the main Halal brands currently active on the market;
� Purchasing behaviour of the population segment;
� Factors influencing purchasing habits.
The purpose of the information collected is to provide elements for analysis and decision-making concerning marketing strategy, to insure development and sales.
Objectives of the study
9
What is my brand’s imagefor consumers ?
What are the appropriatechannels of distribution
to reach my target group ?
What factors influence the purchase of Halal products ?
Key questions
??
How strong is my brand compared to my competitors ?
10
Methodology
11
The methodological framework
1. The scope of the study includes the North African population(nationals of the Maghreb countries or French nationals originating from these countries) aged 18 +;
2. The analysis focuses on 4 main regions where the majority of this population is based (the North, the Paris region -IDF-, South-East -PACA- and the Rhône-Alpes region) ;
3. The interviews were undertaken face-to-face by interviewers with an affinity with the target on the basis of a questionnaire written in French, with components tailored to the community;
4. Quotas were required by country of origin / gender / age;
5. The survey took place between December 1-15, 2009;
6. 1,648 interviews were conducted, this volume enabling us to satisfy the requirements of statistical quality;
7. The sample was adjusted on the basis of a theoretical population estimated by Solis.
12
841
493
314
Ethnic sample
Theoretical sample
Tunisia
1648 individuals aged 18 +
Morocco
Algeria
Numbers %
Paris region - IDF 708 43.0%
The North 313 19.0%
The South-East 330 20.0%
Rhône Alpes region 297 18.0%
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North /Paris region / South-East / Rhône-Alpes region
� Regions with large number of immigrants of all origins
� 70% of the population originating from North Africa
� Concentration depending on “departement” (high concentration in Seine-Saint-Denis, Bouches du Rhône…).
Survey Locations
Locations : Paris region / The North / South-East /Rhône-Alpes
Poll in several « departement » and towns in each region in places of large flows of the target population(plazas, markets, main shopping streets ...).
14
Questionnaire
Category - Brands - Halal Certifiers
Meat - delicatessen - Ready-made Halal meals
Image & perception of brands and Halal
Socio-demographic profile
Supermarkets and retail outlets
Butter milk and couscous
15
� Samples adjusted in order to correct differences in structure and obtain a representative view of criteria of origin, gender and age;
� Different variables collected during the investigation enhanced and re-grouped;
� Questionnaires and results to be used after reprocessing products for socio-demographic and marketing targets.
Treatment of statistics and results
16
Some results
17
Algerians : the largest community
�Predominance of the Algerian community among North Africans living in the four regions followed by Moroccans. Tunisians represent only approximately one in five North Africans
Distribution North African origins per countryBase = 4 regions studied / Age 18 +
Morocco31.2%
Algeria50.8%
Tunisia18.0 %
Numbers
Algeria 873170Morocco 536561Tunisia 308710Maghreb 1 718 441
18
53.1%
46.9%
Sex
Male Female
56.3%
35.8%
8.0%
Age
18 - 39 40 - 64 65 +
57.9%
42.1%
Occupation
working not working
18.3%
17.3%
7.7%
56.8%
Region - INSEEIle de France PACA
Rhône Alpes Nord-Pas de Calais
A young, active, male population
�Migratory factors have left their mark on the profile of this segment of the population.
Base = 4 regions studied / Age 18 +
Distribution - North African origins
19
Buyers of Halal products
93.3%
Over 9 out of 10 Maghrebis buy Halal products
�Buying Halal products is the hallmark of the North African-origin community. Non-buyers represent a small minority.
North African originsBase = 4 regions studied / Age 18+
20
Purchase of meat and further processed products
�If the purchase of meat remains dominant, the processed products such as sausages, represent a high percentage of the products bought .
Produits Halal achetés
99.3%
70.0%
22.9%
16.1%
12.7%
10.9%
9.4%
3.0%
0.8%
Viande
Charcuterie
Plats cuisinés
Bouillon cube
Soupes
Bonbons
Sauces à base de tomate
Petits pots bébé
Autre
Purchases of Halal product
99.3%
70.0%
22.9%
16.1%
12.7%
10.9%
9.4%
3.0%
0.8%
Meat
Delicatessen
Convenience food
Stock cubes
Soup
Sweets
Catsup
Baby food
Other
North African originsHalal purchasers - 4 regions studied/ Age 18 +
21
February2009
December2009
February2009
December2009
Convenience, delicatessen food - increase in 2009 -Dynamic marketing by distributors and the food industry
�Product launches, expanding range, increase of shelf space and promotional/advertising actions stimulated the growth of this market in 2009.
17.9%
27.0%
51.6%
67.6%
+51%
+31%
Growth in penetration rate of convenience food in Paris region
Growth in penetration rate of delicatessen food in Paris region
North African originsHalal purchasers4 regions studied
Age 18 +
22
Concentration of Halal purchases - traditional channel of distribution
Shoping circuits of Halal products
95.7%
20.9%
11.6%
3.8%
2.0%
Muslim Butcher’s
Hyper and Supermarket
Market
Grocer’s
Other
North African originsHalal purchasers4 regions studied
Age 18 +
23
Traditional Halal brands are better known than the national brands – the last to enter the market
Halal brand awarenessKnow at least one brand in each group
82.0%
48.0%
36.1%
Traditional Halal Brands
National Brands offeringHalal products
Other Brands
Traditional Halal Brands: Dounia, Isla Délice, Isla Mondial, Médina, Saada, Jumbo, Zakia
National Brands offering Halal products: Duc, Fleury Michon, Herta, Knorr, Labeyrie, Liebig,
Maggi
Other Brands: Aadams, Heldine, RegHalal, Tahira, Toupargel, Wassila, autres
North African originsHalal purchasers4 regions studied
Age 18 +
24
Contact
25
Abbas Bendali SOLIS
���� 01 55 37 96 00���� [email protected]://www.solisfrance.com/
9, rue de l’Etoile75017 Paris
26
Marketing research firm
� Think-tank, analysis and processing of complex media-marketing data (client files, ‘cashdesk’ data in retail outlets, panel distributors / consumers / listeners ...)
� Know-how in statistics and methods.
� Expertise in the field of marketing and communication studies .
� Customers in the world of retail consumption (industrial / distribution / media / agencies)
