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Meet the European Customer
2030
Raf Vlummens, MFin, CRA
October 24, 2014
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Europe 2030• 27 states
• 510 million potential consumers
• 25 % of the world import activity
• 5 EU countries in the global top 10 importers– Germany, France, UK,
Netherlands, Italy, Belgium
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Europe 2030
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Europe 2030
• Three fundamental trends
• Demographic change• Societal change• Economical changes
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Europe 2030
• Demographic changes
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Europe 2030
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Europe 2030
• Ageing is a combination of:
• Increasing longevity• Lower fertility• Aging of the large ‘baby-boomer’ generation
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Europe 2030
• Impact of demographic change (France)
1980 2007 2030
Number of households 19 million 27 million 33 millionAverage age individuals 36 y/o 40 y/o 43 y/oAverage household members 3.3 2.6 2.5Average number of children 1.1 0.8 0.8
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Europe 2030
• Demographic changes will have economic implications
• Effect on GDP (lower productivity)• Impact on the purchasing power• Impact on the consumption
• More than 50% of the French households will be headed by a 55+
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Europe 2030
• Pressure on household consumption• Pressure on household income (pension instead of salary)• Fragmented families (singles, one parent families)
• Consumer segments will shift fundamentally• Mature consumer segment will dominate (55 +)
• By number, not by income• Prime earners (40-59) will remain important
• 40% of all the consumption in 2030
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Europe 2030
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Europe 2030
• Market segmentation
Bachelors
Newly married, no kids
Full nesters #1 : youngest child < 6 y/o
Full nesters #2 : youngest child > 6 y/o
Full nesters #3 : older couple, still working, with still kids at home
Empty nesters #1 : older couple, no kids at home, still working
Empty nesters #2 : older couple, no kids at home, retired
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Europe 2030
• Businesses need to cater to new segments • Different needs • Priorities
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Europe 2030
• Flight to value• Customers become more cost-consciousness
• Health & Wellness• Healthy lifestyle
• Communication• Virtual communities• Targeted to ‘baby-boomers’
• Convenience• Smaller families• One parent families• Higher participation of woman
• Digital connectivity
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Europe 2030Know your market!
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Europe 2030
• Export opportunities
• European consumers are
– thirsty for new experiences– exotic flavors, designs– experiences, open for foreign cultures
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Europe 2030
• Fruits, vegetables• Fresh- logistics?• Processed (why not selling buko salad in Europe?)
• ‘Exotic’ origins for daily products ‘tell the story…’• Coffee• Chocolate
• Fish and Seafood
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Europe 2030
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Europe 2030
• European market will be under pressure in the next decades
• Still enough market potential for export of products:• Innovative• Quality• Customer needs focused
• Market intelligence = Export success!
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Thank You