Ideagenfoodnpdcavan julian smith

Why trends?

Companies that ride the
currents succeed; those
that swim against them
usually struggle.
Identifying the currents
and developing
strategies to navigate
them is vital.
(McKinsey & Company)

Objectives of the Consumer Lifestyle Trends programme

• A framework for making
sense of change

• Bring consumers to the
heart of the business
decision making

• A driver of more future-
focused marketing

• Identify new
opportunities and threats

• A source of inspiration
and a spur for innovation

Identifying and
defining the trends

A trends framework provides clarity and strategic
focus on the change that will impact your business

Related Food &
sectors Drink

Trends that are
current or close to Trends that are long–
the category term or distant
from the category

How we identify and understand trends

An understanding of the macro forces shaping the Top Down
lives of consumers such as social, technological, Can we identify substantial
economic, environmental and political factors Drivers behind this trend that
suggest it will continue?

Empirical evidence from a range of sources,
including Global MONITOR, a quantitative study
Validated
covering 20 markets and 90% of global GDP TREND through research

Qualitative depth interviews in Ireland and GB

GlobalStreetscaping network: independent, Can we see evidence of this trend
discerning, culturally connected individuals who at work in brand or human
behaviour or attitudes?
are spread throughout 46 cities in 28 countries
covering every continent of the world Bottom Up

Detailing a trend

Driver Sub-trend

Sustained change
in consumer
Driver attitudes, needs, Sub-trend
wants and
behaviours

Driver Sub-trend

The forces and Ways in which the
energies shaping the trends are playing
trend out in today’s world

Many sub-trends remain relevant, but have evolved

We have told the story of how each sub-trend has evolved
through an evolution arrow

HOW IS THE SUB-TREND EVOLVING?

THEN NOW
What were the defining What are the defining
characteristics of this sub-trend in characteristics of the sub-trend
2006? today and what is emerging at
the edges?

The ‘updated’ Consumer Lifestyle Trends

“I want to stay in control of my busy life and make sure “I want to be in control of my health and wellness, to
I am at my best for the challenges the day presents” manage or improve it through making better choices”

“I need to balance the stresses in my everyday life “I like to pursue better value, to help maintain my
with experiences that are fun and fulfilling” lifestyle and to get the most from the money I have”

“I would like products that create less negative impact “I am looking for products and brands that are real and
on the world; I want choices that make me feel good authentic, because they have stood the test of time
without harming my wallet ” and remained true to their heritage; they provide me
with comfort and reassurance”

“I want to stay in control of my busy life and make sure
that I am at my best for whatever the day presents”

From an opportunity to fit more in and cut down on
life’s chores, to restoring control and taking time out

The pace of life has eased a Where money can be Time out to re-charge is
little as the economy has saved, people have found a increasingly important.
slowed… practical solution…

My life is so busy these days In Italy, sales of dough to
that it is a constant challenge
to manage my time effectively make bread and pizza
bases at home are
2008 2009
% agree soaring, as people try to
60 cut down expenses on
50 eating out.
50 45 46
42
40 37 38

30
A recent study concluded
20
that day time naps
10 produce significant
advantages to brain
0
Ireland GB Rest of EU
concentration.
Source: www.guardian.co.uk
Source: Global MONITOR 2009

Drivers Sub-trends
Rise of new media and Simple solutions
communication technologies Removing complexity or saving time

Conveniently there
Providing ever improved convenience
Changing working patterns

Always with you
Carrying with you what you need

Increasing mobility
Peak performance
Maximising your physical and mental
performance during the day

Winding down
Economic anxieties Slowing down and escaping to recharge the
body and mind

SUB-TREND:
Simple solutions
Removing complexity or saving time


Just add… Packaging and design The base for a
work harder to make practical solution
life easy
THEN NOW

SUB-TREND:
Conveniently there
Providing ever improved convenience


Just where you Here for a short while We will be with you
need it shortly

THEN NOW

SUB-TREND:
Always with you
Carrying with you what you need


On-the-go Breakfast made easy Spice up your coffee
solutions

THEN NOW

SUB-TREND:
Peak performance
Maximising your physical and mental performance throughout the day


It gives you Targeted types of Energy boosting
‘wings’ energy designed for your
specific needs
THEN NOW

SUB-TREND:
Winding down
Slowing down and escaping to recharge the body and mind


Relaxing bath time Sleep concerts New ingredients

THEN NOW

POINTS TO PONDER

Navigating the challenges Planning for the
of today longer term

• How can your products offer • How do you ensure that your
convenience but help people to be products are accessible on
people’s daily paths?
resourceful in saving money?
• What formats can you provide
• How can your products help that create portability and on-the-
people unwind or take time out? go usage?
What types of experiences could
you offer through retail • How can you help people better
manage their energy needs during
environments? the day?

“I need to balance the stresses in my everyday life with
experiences that are fun and fulfilling”

From limitless enthusiasm for new experiences no matter what
the cost to a more considered approach of looking for moments
of fun, novelty and respite in everyday life

There is less money for But people still need a way Food continues to be a
indulgent experiences… to release pressure… great outlet for creativity,
exploration, and play.

Importance in your
personal life today: Having
Fun
% agree
2008 2009
90
82 80 “We are eating
80 77
72
68
in more and
70 wanting to re-
60
60 create the
50 restaurant
40
experience at
Remy-Cointreau has home”
30
reported a 7.5% fall in Gillian Carter,
turnover in the second 20 Editor, BBC Good
Food Magazine
quarter of 2009, 10
reflecting the fall in 0
global champagne sales Ireland GB Rest of EU
Source: spirits.drinks-business- Source: Global MONITOR 2009
review.com

Drivers Sub-trends
Growing knowledge of the Time to play:
Growing importance of play and spontaneity in
world’s opportunities daily life

New boundaries:
Experimenting with new combinations or finding
new horizons
Changing working patterns

Co-creation:
The enjoyment and fun of being part of the
creative process

Increasing life expectancy
Stimulating the senses:
More excitement and sensorial experiences from
the small things in life

Economic anxieties Me moments:
Indulgent experiences that help to lift the spirits

SUB-TREND:
Time to play
Growing importance of play and spontaneity in daily life


Virtual challenges Clothes swapping Free money

THEN NOW

SUB-TREND:
New boundaries
Experimenting with new combinations or finding new horizons


New fusions Different experiences Underground dining

THEN NOW

SUB-TREND:
Co-creation
The enjoyment and fun of being part of the creative process


Freedom to choose Expert consumers Gaining a stake in
and customise success

THEN NOW

SUB-TREND:
Stimulating the senses
More excitement and sensorial experiences from the small things in life


Dining in the dark The design experience Unknown flavours

THEN NOW

SUB-TREND:
Me moments
Indulgent experiences that help to lift the spirits


Lost in the Go home gorgeous Family moments
moment together

THEN NOW

POINTS TO PONDER


• How can you communicate how • How can you create more of an
your products bring a sense of fun experience through using your
or play to people’s everyday lives? product?

• Can you offer a more cost • What sorts of new sensory
effective experience versus a experiences can you offer to
more expensive choice? consumers via your products?

• How can you encourage • How can you help facilitate
consumers to play a greater role greater connection in the home
in creating your products? around meal preparation or
eating?
• Can your products help to provide
a respite from the stresses of life?

“I would like products that create less negative impact on
the world; I want choices that make me feel good without
harming my wallet ”

From an active and altruistic interest in making the world a
better place to a greater focus on caring about ‘close to home’
rather than the world at large

The welfare of the wider Some positive choices have Charity now has more of a
world seems less important… had to be put on hold… ‘homely’ feel.

Climate change is the biggest
single problem facing the world According to data from
today
TNS World Panel, sales of
% Agree 2008 2009 organic produce have
fallen by up to a third
80 since the start of the
67 65
recession
59
60 52 50
45
40
McDonald’s local menus
continue to prove
20
extremely popular.
Underpinning this offer is
0 an emphasis on the use of
locally sourced ingredients

Drivers Sub-trends
Resource worries
Economic anxieties Living in a world where resources are
increasingly in short supply

War on waste
Growing awareness of Reducing the wasteful results of consumption
environmental and social
issues
Climate conscious
Protecting the world’s environment and
biodiversity

Growing impact of resource
shortages Good causes
Supporting a worthy cause through purchase
choices

Declining trust in governments Fair treatment
Treating animals and people fairly in the
and big business production process

SUB-TREND:
Resource worries
•Living in a world where resources are increasingly in short supply


Novel solutions Old fashioned delivery Renewable energy

THEN NOW

SUB-TREND:
War on waste
•Reducing the wasteful results of consumption


Origami folds Waste for plant food Repurposed plastic

THEN NOW

SUB-TREND:
Climate conscious
Protecting the world’s environment and biodiversity


Off-setting From the rainforest to Reducing as well as
help the rainforest off-setting

THEN NOW

SUB-TREND:
Good causes
Supporting a worthy cause through purchase choices


Raising money for Helping the needy Democratic choices
good causes support themselves for the community

THEN NOW

SUB-TREND:
Fair treatment
Treating animals and people fairly in the production process


Fair pay for Free the chicken Fairtrade everything
workers

THEN NOW

POINTS TO PONDER


• Can you leverage your • How can you reduce the
environmental credentials to environmental impacts of your
reinforce the value and quality of products?
your products?

• Can you turn the waste you create • How can you minimise waste in
for consumers into a positive the production process and help
resource for people to use? people minimise the waste created
by using your products?
• What are your local credentials and
what is the wider impact of your • How transparent is your sourcing?
business on your community? Could you use more local sources
for key ingredients?
• How can you ensure that people
and animals involved in the
production of food are treated
fairly?

“I want to be in control of my health and wellness, to
manage or improve it through making better choices”

From enhancing health to a focus on ensuring good
health in the short and longer term

Health is still a top concern A more balanced lifestyle More traditional and natural
for people, companies and approach is emerging … solutions are increasingly
regulatory authorities… popular.

I believe that looking after my
health is entirely my own Change4Life is a society-
responsibility
% Agree
wide movement that aims
2008 2009
to prevent people from
100
89 90 becoming overweight by
85 86
81 80 encouraging them to eat
80
better and move more.
Source: www.dh.gov.uk
60

40 For the three months that
ended December 2008
20 retail sales in the U.S. of
Chinese herbal
0 supplements increased by
Ireland GB Rest of EU 6%.
Source: Global MONITOR 2009 Source: www.us.infores.com

Drivers Sub-trends
Increasing availability of Boosting the body
Strategies to protect against physical illness and
information disease

Finding balance
Looking for balance in nutrition, diet and
lifestyle

Scientific advances
Image control
Managing weight and external appearance

Pure and fresh
Growing public and media Seeking reassurance from Mother Nature
focus on health and image
Coping strategies
Using or excluding products in a response to
modern-day ailments

Increasing life expectancy Guiltless vices
Mitigating the effects of indulgence

SUB-TREND:
Boosting the body
Strategies to protect against physical illness and disease


The superfood Kill it before it Defence thanks to
happens everyday foods

THEN NOW

SUB-TREND:
Finding balance
Looking for balance in nutrition, diet and lifestyle


Laughter helps people Yoga on-the-go Good mood wine
find happiness

THEN NOW

SUB-TREND:
Image control
Managing weight and external appearance


Collagen Silky skin and hair Full for longer
marshmallows from your yogurt

THEN NOW

SUB-TREND:
Pure and fresh
Seeking reassurance from Mother Nature


The organic Greater purity New levels of
revolution natural

THEN NOW

SUB-TREND:
Coping strategies
Using or excluding products in a response to modern-day illnesses


Protection from UV Hay fever prevention Tolerant indulgences
rays rice

THEN NOW

SUB-TREND:
Guiltless vices
Mitigating the effects of indulgence


Even lower fat Creamy goodness No cholesterol
worries

THEN NOW

POINTS TO PONDER


• Can your product help boost the • What new ingredients can you use
body against disease and to help boost the body against
disease and infection?
infection?
• How can you support a balanced
• How can you support consumers’ lifestyle that treats the health and
desire for a little indulgence, but wellness of the mind and body as
one?
help to reduce the downside?
• How can you ensure that your
manufacturing process keeps the
food as close to its natural state
as possible?

• Can you develop specialist
variations on your products that
serve the needs of consumers
struggling with modern day
illnesses?

“I like to pursue better value, to help maintain my lifestyle
and to get the most from the money I have”

From trading down and trading up, to a pursuit for
greater value through all aspects of our purchasing

People are focusing more on Value has become a more A strong desire for
value in all their purchase complex equation… indulgence remains but, on
choices… a smaller scale.

I usually choose the cheapest
products available (Disagree)
2008 2009
% Disagree
45
40
40 38

35 31 31
30
25 23
20
Sales at discount retailer 20
Aldi climbed by 14.8% in 15
2008 compared to the L’Oreal recently reported
10
previous year, with an growth of 5.3% in like-for-
5
overall market like sales of its lipstick
share of 3%. 0 lines.
Source: www.guardian.co.uk 2009 Source: marieclaire.co.uk 2009

Drivers Sub-trends
Rise of new media and Value seeking
communication technologies The deepening desire for good value

Accessible luxury
Luxury items at more everyday prices

Increasing availability of
information Exclusive choices
The demand for exclusivity and rarity

Counselled consumption
The rise of specialist advisers and peer reviews
for all consumption matters
Economic anxieties

Expert status
Growth in pursuit of knowledge and
discernment for identity and status

Growing market competition Just right for me
The shaping of products and services to meet
and choice individual needs

SUB-TREND:
Value seeking
The deepening desire for good value


Buy together Share the cost Prices at your finger
tips

THEN NOW

SUB-TREND:
Accessible luxury
Luxury items at more everyday prices


Designer clothes Everyday just got Eating in is the new
at high street better eating out
prices
THEN NOW

SUB-TREND:
Exclusive choices
The demand for exclusivity and luxury


Processed by cats Hidden stores Around for a short
time

THEN NOW

SUB-TREND:
Counselled consumption
The rise of specialist advisers and peer reviews for all consumption
matters


Consumer ratings Digital advisors Consumer coaches

THEN NOW

SUB-TREND:
Expert status
Growth in pursuit of knowledge and discernment for identity and status


Wine connoisseurs Expert shaves Michelin standard cooking

THEN NOW

SUB-TREND:
Just right for me
The shaping of products and services to meet individual needs


In my image Mixing your flavour My own recipe

THEN NOW

POINTS TO PONDER


• Can you more effectively • Could people take a stake in parts
communicate your value for of your production process?
money proposition to consumers?
• Can you add value to your product
range so that it gives people a
• How can you position luxury and little more luxury in their everyday
indulgence as an everyday lives?
lifestyle choice and necessary
treat in harder financial times? • How can you form communities of
interest and knowledge around
your products?
• How can you help consumers
learn more about your products
and the expert skills that go into
making them?

“I am looking for products and brands that are real and
authentic, because they have stood the test of time and
remained true to their heritage; they provide me with
comfort and reassurance.”

From an opportunity to explore and embrace tradition and
heritage to a way to cope and find stability and comfort in
uncertain times

The past offers us something A deepening connection There is a desire to re-
real and more simple… with our food… learn what the past taught
us.

I wish more brands would bring Latest research
back versions of products they
commissioned by home
offered years ago “Convenience
% Agree insurer LV also revealed
food
70 that for every UK
61 manufacturers
allotment plot there are
60 55 54 will need to
30 people waiting to get
adjust to the
50 their hands on one.
Source: The Independent June fact that people
40 2009 are re-skilling
and learning
30
home economic
20 skills.”
Ethan Sinick, MD
10 MVI Management
Ventures
0

Drivers Sub-trends
Declining trust in governments Back to basics:
and big business Going back to the way life used to be

Celebrating tradition:
Resurgence of respect for tradition and heritage

Economic anxieties
Craftsmanship:
Rising interest in the people and artisan skills
behind products

Behind the scenes:
Transparency as a mark of quality and trust
Rising globalisation

Passion for place:
Growing interest in where things come from as
a mark of quality and authenticity

Rising consumer curiosity and Reframing tradition and
desire for transparency heritage:
A modern take on the past

SUB-TREND:
Back to basics
Going back to the way life used to be


Classic food Learning traditional New ways to grow
skills

THEN NOW

SUB-TREND:
Celebrating tradition
Resurgence of respect for tradition and heritage


Old favourites Replaying the past With you through the
good and bad times

THEN NOW

SUB-TREND:
Craftsmanship
Rising interest in the people and artisan skills behind products


Preserving the The craftsman’s code Choose your
craft craftsperson

THEN NOW

SUB-TREND:
Behind the scenes
Transparency as a mark of quality and trust


See how it is made See the farm Watch it grow

THEN NOW

SUB-TREND:
Passion for place
Growing interest in where things come from as a mark of quality and authenticity


Marks of trust Within 100 miles Own the original source

THEN NOW

SUB-TREND:
Reframing tradition and heritage
A modern take on the past


With modern The drink from your Back by popular
performance childhood demand

THEN NOW

POINTS TO PONDER


• Can you help people to rediscover • What traditional skills can you
or learn the practical wisdom of help preserve for future
generations?
the past?
• Can you make your production
• What parts of your tradition and processes more transparent?
heritage can you leverage to
maintain a strong connection with • Can people play a greater role in
your consumers and highlight the production of the products i.e.
help at harvesting time or other
your quality? parts of the production process?

• How strong are your local • Could people be suppliers of local
connections? raw ingredients as well as being
your consumers?

• Are there traditional products and
flavours that you could revive?

Feeling the Pinch 4:
The outlook for 2011
A strategic report on the challenges for
the Irish Food and Drinks industry in
the coming year

Ideagenfoodnpdcavan julian smith

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