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This baby food is not fresh, but a "boiled broth" with "synthetic vitamins". That's what Yamo, the baby porridge producer, writes about his website – not about his own products, but about his own competitors. Many parents also see it this way. The Swiss company, founded in 2017, is successful. It started with an online store. Recently, she expanded her business in Germany and did it in the DM pharmacy stores. In the month of August, Coop also sells Yamo pudding. Pasta is gently pasteurized using new technology instead of being heated and produced in Switzerland. The product is therefore superior to the "classic supermarket baby food".
Newcomers attack "like piranhas on all sides"
Thus, the start-up target of large companies as Nestle . New small businesses are becoming an increasingly important issue for multinationals. From yogurt to soup to dog food, small businesses offer alternatives to established brands. According to Martin Schulte, a partner at the consulting firm Oliver Wyman, they are taking their share of the market from year to year. "Small businesses are like a swarm of piranhas for companies, they are attacking from all sides and in all categories." Nestlé boss Mark Schneider acknowledged the danger. There are a lot of concentrated small and medium businesses that collectively remove the market share of big suppliers, he says in an interview. In response, he wants to launch new products faster and develop them locally. Nestlé is trying to copy the recipe for newcomers.
However, according to Oliver Wyman's experts, the triumphant progress of small, agile businesses will continue. "We expect the market share of these companies in Germany to increase from 5% today to 25% by 2025," says Schulte. The same thing applies to other important markets. "Small companies are also gaining market share in the United States, China and other regions." In Switzerland, large retailers are also heavily dependent on small and medium-sized businesses.
One of the reasons for success: attracting the attention of consumers, no costly advertising campaign is no longer necessary. With smart marketing on social media channels and online sales, start-ups can quickly and inexpensively promote their brands. The barriers to entry are significantly lower than a few years ago. Start-ups receive direct feedback from their customers online, which they can react to quickly.
The "metamorphosis of the retail trade"
In addition, companies enjoy a premium of sympathy. "Consumers believe that small brands are cooler and more natural than international brands, and they are seen as more industrialized," said Jon Cox, an analyst at Kepler Cheuvreux. continue to small manufacturers
Consumer skepticism towards global multinationals is reflected in the numbers, with consulting firm Bain analyzing the growth of more than 30 of the largest consumer goods companies in the world. In 2011, their average annual growth was 7.7% .Between 2012 and 2016, growth decreased to 0.7% .Bath speaks of a "metamorphosis to detail."
Halo Top & # 39; s Ice beats Ben & Jerry and Häagen-Daz
Nestlé achieved organic growth of 2.4% in 2017. According to the "Nestlé model" advocated for years, the group should indeed grow by 5 to 6%. But the goal has
Small businesses are growing rapidly. There are examples of success around the world. The American producer Halo Top has reversed the American market with its sugar-free and protein-rich ice cream. Just five years after its launch in 2012, US sales of Halo Top have outperformed Nestle's well-known brands Ben & Jerry's Unilever and Häagen-Dazs, according to the Financial Times. Halo Top draws attention with slanted clips on Youtube.
Commercial "Eat Ice Cream" by Halo Top. Video: Youtube / Mike Diva
Particularly troubling for consumer goods companies: even in fast-growing emerging markets, start-ups make life difficult for estates. Do Bem, the Brazilian manufacturer of detox juice, has had great success in Latin America, for example
. Some colleges, such as the Wharton School in Pennsylvania, specialize in teaching their students the art of creating brands of consumer goods. This has resulted in many companies with direct sales online. Multinationals react by trying to take control of small competitors. Nestlé bought, among other things, California's Blue Bottle Coffee start-up last year. According to Martin Schulte of Oliver Wyman, such measures are often expensive. "Large companies usually do not buy successful small businesses until they are very expensive."
Nestle commissioned for testing
The Swiss manufacturer Yamo porridge has not yet received an offer from Vevey, says Tobias Gunzenhauser, co-founder. Nestle has already placed an order online for testing purposes, as announced by Yamo's multi-on-demand.
Coop is convinced that Yamo's products are "very well received," says a spokeswoman. The demand for food from small producers is generally high. From Gelati Gasparini, a classic from the Basel region, to Bensan fresh soups from the Muuh brand Yoghurt. Coop wants to include other start-up products and local suppliers in its product range.
(SonntagsZeitung)
created: 28.07.2018, 21:46
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