Food For Thought (Fft)

Food For Thought (FFT) Strategic Information Services

Food & Drink Markets
2011 Edition
Prepared for:

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FOREWORD
LEGAL, DISCLAIMER and COPYRIGHT Legal:
This report is governed by the "Terms of Service" and "Legal &Disclaimer" sections to be found on FFT's online website at www.fft.com. Disclaimer: Whilst every possible care has been taken in the compilation, preparation and presentation of the information published in this report, no liability whatsoever can be accepted for the contents or their accuracy. Copyright © No part of this work may be reproduced or utilised in any form or by any means, electronic ormechanical, including photocopying, internet or any other information storage or retrieval system, without prior written permission of the publishers.

OVERALL DEFINITIONS General: Product: Prices:
Market data refer to all products sold for final human consumption in retail, foodservice and artisanal markets (own-produced for own sale, e.g. independent bakers), thus excluding industrial andintermediate consumption, and auto-consumption. All product markets are carefully defined so as to be comparable across all countries. Special cases in a few country and product markets are specified. Retail prices (including VAT, excise and other indirect taxes) and foodservice buy-in prices are applied throughout.

METHODOLOGY
All countries are surveyed in the field regularly, during whichextensive company and other interviews are carried out. FFT also systematically gathers all publicly available data (from trade associations, government institutions and publications, the press and other media). The definition above (final human consumption) ensures that there is no double-counting among product markets. In turn, this enables comparisons across all country/product markets on a percapita or unit value or real growth basis, and allows all data to be summed by product, by country, or by category, allowing extensive cross-checking for verisimilitude. Foodservice Markets: The total (retail + foodservice) human consumption market is established first. An estimate of the food-service market share, derived from multiple sources and industry interviews, is then applied to this total.Owing to the extremely fragmented nature of the foodservice market, specific foodservice surveys are not considered feasible or reliable.

FULL COVERAGE
There are NO gaps. Volume, Value and Company Market Share data are provided for ALL country and product markets. FFT provides its own carefully assessed estimates in the absence of any available data source.

DATA COLLECTION PRINCIPLES
1End-Use Definition: Final Human Consumption (see above). This ensures NO double-counting and that any and all data can be added up. 2 Wide Coverage: All demand & supply - including retail, foodservice and direct supply - provides a fixed frame into which all elements must fit in a logical manner. 3 The 100% Rule: Company market shares must add up to no more than 100%, and wide coverage means that allsignificant supplier market shares must be fitted in, squeezing many company claims! 4 Cross-checking: To ensure verisimilitude, extensive country comparisons are made of per capita consumption and expenditure, real growth rates, etc., and against 10-year historical trends. Data "outliers" are singled out, and if necessary re-checked in the field. 5 Critical Review: 6 Original Sourcing: 7...