2016 GLOBAL PROSUMER STUDY
Argentina ● Australia ● Belgium ● Bosnia ● Brazil ● Cambodia ● Canada ● China ● Colombia ● Croa...
For more than a decade, Havas has been tracking the roughly 15‒20% of consumers who are
influencing trends and shaping mar...
STUDY OBJECTIVE: TO UNDERSTANDTHE EVOLVING FOOD SPACE
Including:
o The rise in food concerns
o The interconnectedness of p...
THE ERA OF FOOD CONCERN
A MULTIDIMENSIONAL
OBSESSIONWITH
FOOD
A GROWING
DISCONNECT WITHTHE
FOOD INDUSTRY
THE BIGTENSION
VS
1. 2.
A MULTIDIMENSIONAL
OBSESSIONWITH
FOOD
A GROWING
DISCONNECT WITHTHE
FOOD INDUSTRY
THE BIGTENSION
VS
1. 2.
FROMA SIMPLE PROPOSITIONTOAWIDER CONCEPT OF FOOD
NOURISHMENT SOCIAL VALUES CITIZENSHIP, HEALTH, RESPONSIBILITY
 
Fotolia...
WHAT I EAT—AND CHOOSE NOTTO EAT—DEFINES WHO IAM
WHAT I EAT SAYS A LOT ABOUT WHO I AM
64/49* 82/74 77/6853/40 71/56 79/58
*...
IN PART,BECAUSEWHAT I EAT HASAN IMPACT ONTHEWORLD
71/61 69/57 80/76
JUNK FOOD/UNHEALTHFUL DIETS ARE
ONE OF THE GREATEST TH...
A MULTIDIMENSIONAL
OBSESSIONWITH
FOOD
A GROWING
DISCONNECT WITHTHE
FOOD INDUSTRY
THE BIGTENSION
VS
1. 2.
INTHE PAST, THE FOOD INDUSTRY CREATED BELOVED BRANDS
Images: www.vintageadbrowser.com
TODAY,MAJOR FOOD BRANDSARE LOSINGTHEIRALLURE
* Image: http://www.behindthebrands.org/en-us
A CRISIS OF CONFIDENCE
I TRUST THE FOOD INDUSTRY TO PROVIDE US WITH HEALTHFUL FOOD
28/1733/42 26/19 57/37 48/4542/33 27/19...
FOOD CLAIMSARE QUESTIONED
PEOPLE NO LONGER RELY ON BRAND NAMES
PLEASE RANK EACH OF THESE CRITERIA IN TERMS OF HOW IMPORTANT IT IS IN
YOUR FOOD-PURCH...
AND SO MANY OF US HAVE BECOME“FOOD CHECKERS”…
…ANDADVOCATES
71/63 76/55 84/72
85/75 85/7286/70
Prosumer/Mainstream (% agreeing strongly/somewhat)
CONSUMERS SHOULD HAVE ...
IS SMALLTHE NEW BIG?
Image: http://www.nytimes.com/2015/08/26/dining/start-up-food-business-changing-appetites.html
WHATWE’LL COVER
o TREND 1: ME, MY BODY,ANDTHE PLANET
o TREND 2: LOCAL ISTHE NEW ORGANIC
o TREND 3: RAW PLEASURE
o TREND 4:...
FOOD IS KILLING US—AND IT’S OUR FAULT
8 of the 10 leading causes of death in
US—including coronary heart disease,
stroke, ...
WE’REWORRIEDABOUTWHAT’S ON OURTABLES
Image: Google images: https://marigolddiary.com/2015/06/16/bonding-over-food-drinks-n...
ATIPPING POINT
WE’RE FINALLY PAYINGATTENTION
I AM MUCH MORE AWARE OF THE
NUTRITIONAL/HEALTH VALUE OF THE
FOOD I EAT THAN I USED TO BE
82/...
WE NOWWANTTO KNOWWHAT’S IN OUR FOOD…
PLEASE RANK EACH OF THESE CRITERIA IN TERMS OF HOW IMPORTANT
IT IS IN YOUR FOOD-PURCH...
…BECAUSEWE UNDERSTAND ITS POWER
90
79 78
91 91 97 94
77 71 65
86
69
88 85
Global US UK France China India Brazil
2016
PROS...
THE POWER OF FOODTO PREVENT DISEASES
67/67 95/88 93/9171/63 82/72 96/81
A HEALTHY DIET PREVENTS MOST DISEASE
AND ILLNESS
P...
WITH KNOWLEDGE COMES RESPONSIBILITY
IT’S MY RESPONSIBILITY TO CAREFULLY CHOOSE WHAT I EAT TO AVOID
DISEASE/ILLNESS
I EAT GOOD FOOD
I MAKE IT A POINT TO
INCORPORATE “SUPERFOODS”
(E.G., MANGOSTEEN, ACAI,
FLAXSEED) INTO MY DIET
(% agreeing ...
I ELIMINATE BAD FOOD
SUGAR IS AS BAD FOR ONE’S
HEALTH AS CIGARETTES
I AVOID EATING GENETICALLY
MODIFIED FOODS (GMO) AS MUC...
TO ENSURE MY BODY STAYS AT ITS
BEST, I AM WILLING TO GIVE UP ALL
UNHEALTHY FOODS FOR THE REST
OF MY LIFE
PROSUMER MAINSTRE...
AND I CHECK MY PROGRESSALONGTHEWAY
I HAVE USED ONE OR MORE DIGITAL DEVICES TO HELP ME MONITOR MY FOOD INTAKE AND
MAKE HEAL...
MOST EXPECTTHEIR DILIGENCETO PAY OFF
I BELIEVE THE FOODS AND BEVERAGES I REGULARLY
CONSUME WILL…
BUT IT’S NOT JUST OUR HEALTHWEWORRYABOUT
Image: http://www.justuscoffee.com/our-products/merchandise/great-meals-change
EATING FORTHE PLANET
MY CHOICES MATTER
I PAY ATTENTION TO FOOD ETHICS
(E.G. BUYING CAGE-FREE EGGS, AVOIDING
PRODUCTS FROM COMPANIES WHOSE
POLIC...
OUR PERSONALAND PLANETARY DESTINIESARE INTERTWINED
48/50 69/42 57/49 51/4671/64 51/55
WE SHOULD EAT LESS MEAT TO…
PRESERVE...
MOVINGAWAY FROM MEAT-BASED DIETS
22%
GLOBALLY DESCRIBE THEIR DIETS
AS VEGAN,VEGETARIAN OR
PESCATARIAN*
* Eating fish but n...
BECAUSEWHAT I EAT HASAN IMPACT ONTHEWORLD
Source: National Geographic
WHAT’S NEXT?
An app that lets people evaluate brands on health
and ethics prior to purchase
A platform and app that gives the lowdown o...
START-UPSARE MAKING IT EASIERTO EAT MINDFULLY
Plant protein‒based meat
alternatives to reduce animal
dependence and enviro...
LESSWASTE,LESS GUILT
Subscription service delivers
supermarket “rejects” to the home
French supermarket sells
cosmetically...
ORGANIC HAS LONG BEEN SYNONYMOUSWITH QUALITY
Image: Creative Commons/Dave Crosby@flickr.com
BUT ORGANIC DOES NOTALWAYS DELIVER
ENTER:LOCAL
1 IN 3 DESCRIBETHEIR DIETS AS
LOCALLY GROWN VS. 18%WHO
DESCRIBETHEM AS ORGANIC
Image: Creative Commons/Kim F@f...
LOCAL SATISFIES OUR NEED FOR MINDFUL CONSUMPTION
43/38 73/71 53/4937/28 62/67 70/64
I MAKE AN EFFORT TO AVOID FOODS
THAT A...
LOCAL RETURNSTRUST & FAMILIARITY TO FOOD EQUATION
Prosumers
60%
I PREFER TO BUY FROM A
LOCAL PRODUCER RATHER
THAN A SUPERM...
LOCALALSO RESISTS HOMOGENIZATION
FAST FOOD HAS KILLED LOCAL FOOD AND CULTURE
51/51 77/77 57/4954/45 79/74 54/56
Prosumer/M...
PEOPLE EVERYWHEREAREWILLINGTO PAYA PREMIUM FOR IT
I AM WILLING TO PAY MORE FOR LOCALLY
GROWN/PRODUCED FOOD PRODUCTS
69/54 ...
WHAT’S NEXT?
URBANAGRICULTURE ONTHE RISE
FOOD ASSEMBLY
A network of communities connect
people with local producers for direct
sales. 700+ assemblies are open
glob...
Tender Greens
US restaurant chain sources produce
at several of its restaurants through
aeroponic towers
Metro Supermarket...
YESTERDAY,PLEASUREWASABOUT HEDONISM
Images: Creative Commons/Hungry Dudes@flickr.com
TODAY,PLEASURE ISABOUT HEALTH &WELLNESS
Image: http://www.yummyhealthyeasy.com/2013/12/healthy-homemade-
granola-parfait.h...
MAINTAIN
HEALTH
TAKE
PLEASURE
A NEWTENSION PEOPLETRYTO RECONCILE EVERY DAY
WHICH OF THESE TERMS DESCRIBE YOUR
USUAL DIET?
(CHOOSE ALL THAT APPLY)
BALANCE IS KEYTO HEALTH
EVERYTHING IN MODERATION
FOOD TRIBES SUCH AS VEGAN, PALEO, AND GLUTEN-FREE ARE… (% agreeing strongly/somewhat)
JUST A FAD
...
HEALTH ISALSOABOUT CONNECTINGWITH NATURE
I TRY TO LISTEN TO MY BODY MORE
THAN I USED TO
75% / 63%
PROSUMERS / MAINSTREAM
7...
MY IDEAL BODY IS THE ONE NATURE GAVE ME AND THAT I
KEEP AT ITS BEST THROUGH NATURAL MEANS
78%
PROSUMERS / MAINSTREAM
76 / ...
Image: Creative Commons/Jeremy Keith@flickr.com
WHAT’S NEXT?
START-UPS HELP PEOPLE CONNECTTO NATURAL FOOD
PURPLE CARROT
Vegan meal boxes
NATURE BOX
Healthful snacking subscriptions
TH...
COMBINING CONVENIENCEAND HEALTH
SEASONAL EATS
More restaurants seeing to align
with natural cycles
VEGGIE QSR
Combining pl...
DIY HEALTHAT HOME
Juicing
From prepackaged drinks to juice
bars and at-home juicers, the
drink-your-health category is
boo...
PEOPLEARE OBSESSEDWITH FOOD
I CONSIDER MYSELF A FOODIE –A
REAL LOVER OF GOURMET
EATING AND/OR COOKING
DINING IN RESTAURANT...
52% vs. 34%
MILLENNIALS BOOMERS
53% vs. 34%
MILLENNIALS BOOMERS
I CONSIDER MYSELF A “FOODIE”—A REAL LOVER OF
GOURMET EATIN...
FOOD ISA SOURCE OF STATUS & CONVERSATIONAL CURRENCY
“Is everything OK? You haven’t
photographed your food.”
44%
OF MILLENN...
FOODISM ISA LIFESTYLE
WHICH OF THESE DO YOU DO AT
LEAST A FEW TIMES A YEAR?
(CHOOSE ALL THAT APPLY)
IS FOODTHE NEW SEX?
FOOD OBSESSION IS OFFTHE CHARTS
EATING CAN BE AS PLEASURABLE AS SEX
66/49 63/54 72/5850/38 59/44 82/59 Prosumer/Mainstream...
FOOD OVER SEX,ANYONE?
44%
Women
27%
Men
vs.
35%
34%
GIVEN THE CHOICE BETWEEN SEX AND AN
EXCELLENT DINNER AT A RESTAURANT, ...
FOOD IS ALSOABOUT FRESH EXPERIENCES…
81% 70%60% 65%
I LIKE TO EXPERIMENT WITH NEW FOOD FLAVORS AND INGREDIENTS
81% 60% 70%...
…ANDTASTEADVENTURES
I AM A MORE ADVENTUROUS
EATER THAN I USED TO BE
I ENJOY TRYING “EXOTIC“
FOODS
65%
46%
61%
48%
36%
69%
...
WHAT’S NEXT?
Helps foodies discover new foods
and recipes
Connects foodies with fellow
enthusiasts
Helps hunt down best local
ingredien...
FLAVORADVENTURES ON SHELVES EVERYWHERE
BRANDS COMPETING ON #FOODPORN
CRAVINGTOGETHERNESS
IT’S IMPORTANT TO EAT AT LEAST ONE MEAL
A DAY WITH ONE’S FAMILY
MINDFUL CONSUMPTION FOR BETTER HEALTH
TAKING THE TIME TO ENJOY ONE’S FOOD IS
ESSENTIAL TO GOOD HEALTH
Image: Creative Comm...
MOSTWANTTO SLOW DOWN…
MOST OF MY MEALS FEEL RUSHED; I’D
LIKETO SLOW DOWN AND ENJOY
THEM MORE
I DON’T LIKETO LINGER OVER A ...
…ANDADMIRETHOSEWHOARE DOING IT RIGHT
I ADMIRE CULTURES WHERE PEOPLE TAKE
LONGER LUNCH BREAKS TO EAT A GOOD
MEAL IN THE COM...
WHAT’S NEXT?
START-UPS RESPONDTO COMMUNAL-EATINGASPIRATIONS
Airbnb for foodies: While traveling, share a home-cooked meal
with stranger...
YOU DO NOT HAVETO EATALONE
Meet up with friends and strangers for shared
lunch breaks
Helps frequent business travelers
co...
HELPING NEXT GEN COOK FROM SCRATCH
YOUNG PEOPLE TODAY KNOW A LOT ABOUT FOOD BUT VERY LITTLE ABOUT COOKING
FOOD IS SOCIAL
RUSSIA, COLOMBIA, TURKEY, PORTUGAL, MEXICO,
BRAZIL, SPAIN, ARGENTINA, FRANCE, ITALY
For these cultures―espe...
FOOD IS NATURE
INDIA, CHINA, LAOS, PHILIPPINES, MYANMAR, CAMBODIA,
SAUDI ARABIA, UAE
These cultures are traditionally more...
FOOD IS FRETFUL
US, UK, GERMANY, BELGIUM, JAPAN
In these cultures food is a source of worry, uncertainty, and
guilt. Low-n...
Image: Creative Commons/Hungry Dudes@flickr.com
Souping (juicing
without all the
waste)
Fermentation Heirloom fruits and
veggies (incl.
“survival” seed packs
Clean labels...
Havas Prosumer Report: Eaters Digest--The Future of Food
Havas Prosumer Report: Eaters Digest--The Future of Food
Havas Prosumer Report: Eaters Digest--The Future of Food
Havas Prosumer Report: Eaters Digest--The Future of Food
Havas Prosumer Report: Eaters Digest--The Future of Food
Havas Prosumer Report: Eaters Digest--The Future of Food
Havas Prosumer Report: Eaters Digest--The Future of Food
Havas Prosumer Report: Eaters Digest--The Future of Food
Havas Prosumer Report: Eaters Digest--The Future of Food
Havas Prosumer Report: Eaters Digest--The Future of Food
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Havas Prosumer Report: Eaters Digest--The Future of Food

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As people grow more concerned about what’s in the products they eat, their relationships with food brands are weakening. Whereas in the past, consumers felt strong connections with beloved food brands, today the industry is rife with disruption and distrust.

In this report, we explore how various food movements are evolving, what trends are gaining ground, and how food brands can regain the trust of customers. Findings from this report include:

• Me, My Body, and the Planet: There’s growing awareness that the foods we choose to eat impact not only our individual health but also that of the planet.

• Local Is the New Organic: While organic foods continue to be seen as the healthier option, today’s more mindful consumers are paying at least as much attention to where their foods are grown.

• Raw Pleasure: For the new consumer, eating nature-made foods is more than a pathway to health; it confers pleasure and even a sense of status.

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Havas Prosumer Report: Eaters Digest--The Future of Food

  1. 1. 2016 GLOBAL PROSUMER STUDY Argentina ● Australia ● Belgium ● Bosnia ● Brazil ● Cambodia ● Canada ● China ● Colombia ● Croatia ● Czech Republic Estonia ● France ● Germany ● India ● Ireland ● Italy ● Japan ● Laos ● Latvia ● Lithuania ● Mexico ● Myanmar Netherlands ● Philippines ● Portugal ● Russia ● Saudi Arabia ● Serbia ● Singapore ● Slovenia ● South Africa ● Spain Turkey ● United Arab Emirates ● United Kingdom ● United States 37 markets n=11,976
  2. 2. For more than a decade, Havas has been tracking the roughly 15‒20% of consumers who are influencing trends and shaping markets around the globe Key characteristics: • Embrace innovation • Constantly seek out information & experiences • Enthusiastic adopters of new media & technologies • “Human media” who transport attitudes & ideas • Marketing savvy and demanding of brand partners • Highly influential and sought-after for opinions & recommendations In this study, 20% of the sample qualify as Prosumers WHOARE PROSUMERS?
  3. 3. STUDY OBJECTIVE: TO UNDERSTANDTHE EVOLVING FOOD SPACE Including: o The rise in food concerns o The interconnectedness of personal and environmental health o The rise of local o Foodie culture and the rise of #foodporn o The longing for social o Cultural distinctions o Trends to watch for 2016
  4. 4. THE ERA OF FOOD CONCERN
  5. 5. A MULTIDIMENSIONAL OBSESSIONWITH FOOD A GROWING DISCONNECT WITHTHE FOOD INDUSTRY THE BIGTENSION VS 1. 2.
  6. 6. A MULTIDIMENSIONAL OBSESSIONWITH FOOD A GROWING DISCONNECT WITHTHE FOOD INDUSTRY THE BIGTENSION VS 1. 2.
  7. 7. FROMA SIMPLE PROPOSITIONTOAWIDER CONCEPT OF FOOD NOURISHMENT SOCIAL VALUES CITIZENSHIP, HEALTH, RESPONSIBILITY   Fotolia/Great Divide Photo
  8. 8. WHAT I EAT—AND CHOOSE NOTTO EAT—DEFINES WHO IAM WHAT I EAT SAYS A LOT ABOUT WHO I AM 64/49* 82/74 77/6853/40 71/56 79/58 *Prosumer/Mainstream (% agreeing strongly/somewhat)
  9. 9. IN PART,BECAUSEWHAT I EAT HASAN IMPACT ONTHEWORLD 71/61 69/57 80/76 JUNK FOOD/UNHEALTHFUL DIETS ARE ONE OF THE GREATEST THREATS FACING OUR SPECIES 86/84 79/7487/80 Prosumer/Mainstream (% agreeing strongly/somewhat)
  10. 10. A MULTIDIMENSIONAL OBSESSIONWITH FOOD A GROWING DISCONNECT WITHTHE FOOD INDUSTRY THE BIGTENSION VS 1. 2.
  11. 11. INTHE PAST, THE FOOD INDUSTRY CREATED BELOVED BRANDS Images: www.vintageadbrowser.com
  12. 12. TODAY,MAJOR FOOD BRANDSARE LOSINGTHEIRALLURE * Image: http://www.behindthebrands.org/en-us
  13. 13. A CRISIS OF CONFIDENCE I TRUST THE FOOD INDUSTRY TO PROVIDE US WITH HEALTHFUL FOOD 28/1733/42 26/19 57/37 48/4542/33 27/19 10/9 28/21 Prosumer/Mainstream (% agreeing strongly/somewhat)
  14. 14. FOOD CLAIMSARE QUESTIONED
  15. 15. PEOPLE NO LONGER RELY ON BRAND NAMES PLEASE RANK EACH OF THESE CRITERIA IN TERMS OF HOW IMPORTANT IT IS IN YOUR FOOD-PURCHASING CHOICES: Global total
  16. 16. AND SO MANY OF US HAVE BECOME“FOOD CHECKERS”…
  17. 17. …ANDADVOCATES 71/63 76/55 84/72 85/75 85/7286/70 Prosumer/Mainstream (% agreeing strongly/somewhat) CONSUMERS SHOULD HAVE THE POWER TO CHANGE FOOD POLICIES
  18. 18. IS SMALLTHE NEW BIG? Image: http://www.nytimes.com/2015/08/26/dining/start-up-food-business-changing-appetites.html
  19. 19. WHATWE’LL COVER o TREND 1: ME, MY BODY,ANDTHE PLANET o TREND 2: LOCAL ISTHE NEW ORGANIC o TREND 3: RAW PLEASURE o TREND 4: #FOODPORN IS A TOTAL TURN-ON o TREND 5: SOCIAL EATING IS BACK o FOOD RESONATES DIFFERENTLY BY CULTURE o FOOD TRENDS ON OUR RADAR FOR 2016
  20. 20. FOOD IS KILLING US—AND IT’S OUR FAULT 8 of the 10 leading causes of death in US—including coronary heart disease, stroke, some types of cancer, and diabetes mellitus—are related to diet and alcohol. [US Surgeon General] Image: Creative Commons/jeffreyw@flickr.com
  21. 21. WE’REWORRIEDABOUTWHAT’S ON OURTABLES Image: Google images: https://marigolddiary.com/2015/06/16/bonding-over-food-drinks-n-company/ 75/59 89/79 90/8353/40 89/79 87/78 I WORRY THAT OUR FOOD SUPPLY IS BECOMING INCREASINGLY CONTAMINATED/UNSAFE Prosumer/Mainstream (% agreeing strongly/somewhat)
  22. 22. ATIPPING POINT
  23. 23. WE’RE FINALLY PAYINGATTENTION I AM MUCH MORE AWARE OF THE NUTRITIONAL/HEALTH VALUE OF THE FOOD I EAT THAN I USED TO BE 82/72 80/61 82/71 94/81 89/7595/74 EVEN HIGHER IN EMERGING MARKETS Prosumer/Mainstream (% agreeing strongly/somewhat) 94/85 94/97 89/80
  24. 24. WE NOWWANTTO KNOWWHAT’S IN OUR FOOD… PLEASE RANK EACH OF THESE CRITERIA IN TERMS OF HOW IMPORTANT IT IS IN YOUR FOOD-PURCHASING CHOICES: Image: Google images http://www.oola.com/dishes/
  25. 25. …BECAUSEWE UNDERSTAND ITS POWER 90 79 78 91 91 97 94 77 71 65 86 69 88 85 Global US UK France China India Brazil 2016 PROSUMER MAINSTREAM 83 83 77 88 77 92 64 63 66 64 61 78 Global US UK France China India 2012 PROSUMER MAINSTREAM I BELIEVE FOOD IS AS EFFECTIVE AS MEDICINE IN MAINTAINING ONE’S OVERALL HEALTH VS
  26. 26. THE POWER OF FOODTO PREVENT DISEASES 67/67 95/88 93/9171/63 82/72 96/81 A HEALTHY DIET PREVENTS MOST DISEASE AND ILLNESS Prosumer/Mainstream (% agreeing strongly/somewhat) Comic: bizzaro.com
  27. 27. WITH KNOWLEDGE COMES RESPONSIBILITY IT’S MY RESPONSIBILITY TO CAREFULLY CHOOSE WHAT I EAT TO AVOID DISEASE/ILLNESS
  28. 28. I EAT GOOD FOOD I MAKE IT A POINT TO INCORPORATE “SUPERFOODS” (E.G., MANGOSTEEN, ACAI, FLAXSEED) INTO MY DIET (% agreeing strongly/somewhat) 49% 34% 40% 36% 27%
  29. 29. I ELIMINATE BAD FOOD SUGAR IS AS BAD FOR ONE’S HEALTH AS CIGARETTES I AVOID EATING GENETICALLY MODIFIED FOODS (GMO) AS MUCH AS POSSIBLE I WORRY ABOUT THE IMPACT THE ARTIFICIAL INGREDIENTS I EAT AND DRINK HAVE ON MY HEALTH 64% 44% 71% 62% 83% 71%
  30. 30. TO ENSURE MY BODY STAYS AT ITS BEST, I AM WILLING TO GIVE UP ALL UNHEALTHY FOODS FOR THE REST OF MY LIFE PROSUMER MAINSTREAM 45% 37% I’MWILLINGTO MAKE BIG LIFESTYLE CHANGES Prosumer Report: iBody: The New Frontier, 2015Image: Creative Commons/Gemma Billings@flickr.com
  31. 31. AND I CHECK MY PROGRESSALONGTHEWAY I HAVE USED ONE OR MORE DIGITAL DEVICES TO HELP ME MONITOR MY FOOD INTAKE AND MAKE HEALTHFUL FOOD CHOICES
  32. 32. MOST EXPECTTHEIR DILIGENCETO PAY OFF I BELIEVE THE FOODS AND BEVERAGES I REGULARLY CONSUME WILL…
  33. 33. BUT IT’S NOT JUST OUR HEALTHWEWORRYABOUT Image: http://www.justuscoffee.com/our-products/merchandise/great-meals-change
  34. 34. EATING FORTHE PLANET
  35. 35. MY CHOICES MATTER I PAY ATTENTION TO FOOD ETHICS (E.G. BUYING CAGE-FREE EGGS, AVOIDING PRODUCTS FROM COMPANIES WHOSE POLICIES I DO NOT SUPPORT) 59/47 62/42 73/63 67/64 69/5791/69 Prosumer/Mainstream (% agreeing strongly/somewhat)
  36. 36. OUR PERSONALAND PLANETARY DESTINIESARE INTERTWINED 48/50 69/42 57/49 51/4671/64 51/55 WE SHOULD EAT LESS MEAT TO… PRESERVE OUR HEALTH PRESERVE THE PLANET 51 58 61 53 43 50 53 46 Prosumer/Mainstream (% agreeing strongly/somewhat)
  37. 37. MOVINGAWAY FROM MEAT-BASED DIETS 22% GLOBALLY DESCRIBE THEIR DIETS AS VEGAN,VEGETARIAN OR PESCATARIAN* * Eating fish but no meat or poultry 14% 13% 16% ATREND APPARENT EVEN IN BIG MEAT-PRODUCING COUNTRIES…
  38. 38. BECAUSEWHAT I EAT HASAN IMPACT ONTHEWORLD Source: National Geographic
  39. 39. WHAT’S NEXT?
  40. 40. An app that lets people evaluate brands on health and ethics prior to purchase A platform and app that gives the lowdown on the environmental and social records of the companies behind major brands TOOLSTO HELP US MAKE GOOD CHOICES
  41. 41. START-UPSARE MAKING IT EASIERTO EAT MINDFULLY Plant protein‒based meat alternatives to reduce animal dependence and environmental degradation Created by 3 bioengineers for the lactose intolerant and to reduce our dependence on animals Animal-free “meat” and “leather”
  42. 42. LESSWASTE,LESS GUILT Subscription service delivers supermarket “rejects” to the home French supermarket sells cosmetically challenged fruits and vegetables at a 30% discount To date, Pizza Hut has donated nearly 100MM lbs of error and no- show pizzas, plus leftover buffet items, to food banks
  43. 43. ORGANIC HAS LONG BEEN SYNONYMOUSWITH QUALITY Image: Creative Commons/Dave Crosby@flickr.com
  44. 44. BUT ORGANIC DOES NOTALWAYS DELIVER
  45. 45. ENTER:LOCAL 1 IN 3 DESCRIBETHEIR DIETS AS LOCALLY GROWN VS. 18%WHO DESCRIBETHEM AS ORGANIC Image: Creative Commons/Kim F@flickr.com
  46. 46. LOCAL SATISFIES OUR NEED FOR MINDFUL CONSUMPTION 43/38 73/71 53/4937/28 62/67 70/64 I MAKE AN EFFORT TO AVOID FOODS THAT ARE OUT OF SEASON Prosumer/Mainstream (% agreeing strongly/somewhat) Image: Food Well Alliance http://www.foodwellalliance.org/why-local-food-matters/
  47. 47. LOCAL RETURNSTRUST & FAMILIARITY TO FOOD EQUATION Prosumers 60% I PREFER TO BUY FROM A LOCAL PRODUCER RATHER THAN A SUPERMARKET Mainstream 51% 46/47 61/64 65/4947/33 75/63 47/49 Prosumer/Mainstream (% agreeing strongly/somewhat)Image: Creative Commons/Devlon Duthie@flickr.com
  48. 48. LOCALALSO RESISTS HOMOGENIZATION FAST FOOD HAS KILLED LOCAL FOOD AND CULTURE 51/51 77/77 57/4954/45 79/74 54/56 Prosumer/Mainstream (% agreeing strongly/somewhat)
  49. 49. PEOPLE EVERYWHEREAREWILLINGTO PAYA PREMIUM FOR IT I AM WILLING TO PAY MORE FOR LOCALLY GROWN/PRODUCED FOOD PRODUCTS 69/54 66/42 72/60 88/79 74/5473/67 Prosumer/Mainstream (% agreeing strongly/somewhat)
  50. 50. WHAT’S NEXT?
  51. 51. URBANAGRICULTURE ONTHE RISE
  52. 52. FOOD ASSEMBLY A network of communities connect people with local producers for direct sales. 700+ assemblies are open globally. “Responsibly sourced groceries” delivered to your door Order a home-cooked meal prepared by someone in the neighbourhood and pick it up on your way home from work FOOD INTERMEDIARIESWILL BE BYPASSSED
  53. 53. Tender Greens US restaurant chain sources produce at several of its restaurants through aeroponic towers Metro Supermarket (Berlin) In-store greenhouse lets shoppers buy vegetables straight from the source ON-SITE FOOD PRODUCTION
  54. 54. YESTERDAY,PLEASUREWASABOUT HEDONISM Images: Creative Commons/Hungry Dudes@flickr.com
  55. 55. TODAY,PLEASURE ISABOUT HEALTH &WELLNESS Image: http://www.yummyhealthyeasy.com/2013/12/healthy-homemade- granola-parfait.html Pinterest: Self Magazine Creative Commons/Table Ephemere @flickr.com
  56. 56. MAINTAIN HEALTH TAKE PLEASURE A NEWTENSION PEOPLETRYTO RECONCILE EVERY DAY
  57. 57. WHICH OF THESE TERMS DESCRIBE YOUR USUAL DIET? (CHOOSE ALL THAT APPLY) BALANCE IS KEYTO HEALTH
  58. 58. EVERYTHING IN MODERATION FOOD TRIBES SUCH AS VEGAN, PALEO, AND GLUTEN-FREE ARE… (% agreeing strongly/somewhat) JUST A FAD PROMOTED BY CELEBRITIES NONSENSE—WE SHOULD EAT EVERYTHING IN MODERATION
  59. 59. HEALTH ISALSOABOUT CONNECTINGWITH NATURE I TRY TO LISTEN TO MY BODY MORE THAN I USED TO 75% / 63% PROSUMERS / MAINSTREAM 79 / 67 76 / 66 63 / 5877 / 68 93 / 71 80 / 68 Havas Prosumer Report, My Body, Myself, Our Problem, 2012 Prosumer/Mainstream (% agreeing strongly/somewhat) Image: Creative Commons/Moyan Brenn@flickr.com
  60. 60. MY IDEAL BODY IS THE ONE NATURE GAVE ME AND THAT I KEEP AT ITS BEST THROUGH NATURAL MEANS 78% PROSUMERS / MAINSTREAM 76 / 79 74 / 81 54 / 7281 / 64 75 / 80 66 / 78 BECAUSE NATURE ISAN IDEAL STATE Havas Prosumer Report, iBody: The New Frontier, 2015 Image: Creative Commons/Perceptions (off)@flickr.com Prosumer/Mainstream (% agreeing strongly/somewhat)
  61. 61. Image: Creative Commons/Jeremy Keith@flickr.com
  62. 62. WHAT’S NEXT?
  63. 63. START-UPS HELP PEOPLE CONNECTTO NATURAL FOOD PURPLE CARROT Vegan meal boxes NATURE BOX Healthful snacking subscriptions THRIVE MARKET Discounted natural foods delivered to the home; shop by diet (vegan, paleo, gluten-free, etc.)
  64. 64. COMBINING CONVENIENCEAND HEALTH SEASONAL EATS More restaurants seeing to align with natural cycles VEGGIE QSR Combining plant-based diets with the convenience of fast food
  65. 65. DIY HEALTHAT HOME Juicing From prepackaged drinks to juice bars and at-home juicers, the drink-your-health category is booming Kombucha The fermentation craze is taking hold in kitchens everywhere Make-Your-Own-Food Kits From yogurt and artisan cheeses to mustards and hot sauces, more people want to produce what they eat
  66. 66. PEOPLEARE OBSESSEDWITH FOOD I CONSIDER MYSELF A FOODIE –A REAL LOVER OF GOURMET EATING AND/OR COOKING DINING IN RESTAURANTS IS ONE OF MY FAVORITE SOCIAL ACTIVITIES Image: Creative Commons/bionicgrrrl@flickr.com
  67. 67. 52% vs. 34% MILLENNIALS BOOMERS 53% vs. 34% MILLENNIALS BOOMERS I CONSIDER MYSELF A “FOODIE”—A REAL LOVER OF GOURMET EATING AND/OR COOKING DINING IN RESTAURANTS IS ONE OF MY FAVORITE SOCIAL ACTIVITIES (MILLENNIALS ESPECIALLY)
  68. 68. FOOD ISA SOURCE OF STATUS & CONVERSATIONAL CURRENCY “Is everything OK? You haven’t photographed your food.” 44% OF MILLENNIALS HAVE POSTED A FOOD OR DRINK PHOTO ON SOCIAL MEDIA Havas PR, Food Trends 2015
  69. 69. FOODISM ISA LIFESTYLE WHICH OF THESE DO YOU DO AT LEAST A FEW TIMES A YEAR? (CHOOSE ALL THAT APPLY)
  70. 70. IS FOODTHE NEW SEX?
  71. 71. FOOD OBSESSION IS OFFTHE CHARTS EATING CAN BE AS PLEASURABLE AS SEX 66/49 63/54 72/5850/38 59/44 82/59 Prosumer/Mainstream (% agreeing strongly/somewhat)
  72. 72. FOOD OVER SEX,ANYONE? 44% Women 27% Men vs. 35% 34% GIVEN THE CHOICE BETWEEN SEX AND AN EXCELLENT DINNER AT A RESTAURANT, I WOULD CHOOSE THE DINNER
  73. 73. FOOD IS ALSOABOUT FRESH EXPERIENCES… 81% 70%60% 65% I LIKE TO EXPERIMENT WITH NEW FOOD FLAVORS AND INGREDIENTS 81% 60% 70% 65% 54%
  74. 74. …ANDTASTEADVENTURES I AM A MORE ADVENTUROUS EATER THAN I USED TO BE I ENJOY TRYING “EXOTIC“ FOODS 65% 46% 61% 48% 36% 69% 51% 58% 53% 43%
  75. 75. WHAT’S NEXT?
  76. 76. Helps foodies discover new foods and recipes Connects foodies with fellow enthusiasts Helps hunt down best local ingredients ANAPP FOR FOODIES OFALL STRIPES Helps find next favourite restaurant Takes food photography to next level FANCY CAM Connecting foodies around the world
  77. 77. FLAVORADVENTURES ON SHELVES EVERYWHERE
  78. 78. BRANDS COMPETING ON #FOODPORN
  79. 79. CRAVINGTOGETHERNESS IT’S IMPORTANT TO EAT AT LEAST ONE MEAL A DAY WITH ONE’S FAMILY
  80. 80. MINDFUL CONSUMPTION FOR BETTER HEALTH TAKING THE TIME TO ENJOY ONE’S FOOD IS ESSENTIAL TO GOOD HEALTH Image: Creative Commons/Richard Munckton@flickr.com
  81. 81. MOSTWANTTO SLOW DOWN… MOST OF MY MEALS FEEL RUSHED; I’D LIKETO SLOW DOWN AND ENJOY THEM MORE I DON’T LIKETO LINGER OVER A MEAL; I’D RATHER JUST EAT QUICKLY AND GET BACK TO WHATEVER I WAS DOING
  82. 82. …ANDADMIRETHOSEWHOARE DOING IT RIGHT I ADMIRE CULTURES WHERE PEOPLE TAKE LONGER LUNCH BREAKS TO EAT A GOOD MEAL IN THE COMPANY OF OTHERS * Image: Google Images at http://e2ua.com/group/wallpapers-paris/
  83. 83. WHAT’S NEXT?
  84. 84. START-UPS RESPONDTO COMMUNAL-EATINGASPIRATIONS Airbnb for foodies: While traveling, share a home-cooked meal with strangers in a local’s apartment Share a professionally prepared meal with strangers
  85. 85. YOU DO NOT HAVETO EATALONE Meet up with friends and strangers for shared lunch breaks Helps frequent business travelers connect for lunch
  86. 86. HELPING NEXT GEN COOK FROM SCRATCH YOUNG PEOPLE TODAY KNOW A LOT ABOUT FOOD BUT VERY LITTLE ABOUT COOKING
  87. 87. FOOD IS SOCIAL RUSSIA, COLOMBIA, TURKEY, PORTUGAL, MEXICO, BRAZIL, SPAIN, ARGENTINA, FRANCE, ITALY For these cultures―especially in warmer areas such as the Mediterranean―food is one of life’s great pleasures. Food brings family and friends together through shared experiences. But taking time to enjoy food is not only seen as a social necessity but also as a natural path to maintaining health. For these cultures, health means savoring one’s meals, exploring interesting flavor combinations, and achieving balance by eating everything in moderation. 1.
  88. 88. FOOD IS NATURE INDIA, CHINA, LAOS, PHILIPPINES, MYANMAR, CAMBODIA, SAUDI ARABIA, UAE These cultures are traditionally more connected to nature and take a more holistic and balanced approach to life. People are more likely to tinker with their diets to improve their health and view nature as a source of joy and excitement. When it comes to food, they believe taste and naturalness go hand in hand, and so they enjoy experimenting with natural ingredients and include superfoods in their diets. They are also most prone to believing in the therapeutic/preventative powers of food. For them, food is medicine. 2.
  89. 89. FOOD IS FRETFUL US, UK, GERMANY, BELGIUM, JAPAN In these cultures food is a source of worry, uncertainty, and guilt. Low-nutrient, highly processed food has lead to high rates of obesity and sparked negative connotations with food in general. People in these markets are heavy consumers of vitamins and supplements because they believe the food they consume is not enough. In this study, they are the least likely to believe in the healing powers of food. So their thinking revolves a lot around avoidance and remorse. Their rushed lifestyles make them envy cultures with a slower and more sociable approach to dining. 3.
  90. 90. Image: Creative Commons/Hungry Dudes@flickr.com
  91. 91. Souping (juicing without all the waste) Fermentation Heirloom fruits and veggies (incl. “survival” seed packs Clean labels Specialty teas (incl. matcha) Hyperlocal sourcing (on-site restaurant & market gardens) Wheat-free flours Probiotics & gut health Turmeric & other anti-inflammatory spices “Free-from” foods 10 FOOD TRENDS ON OUR RADAR FOR 2016

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