Food trends 2013 and beyond
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Food trends 2013 and beyond Food trends 2013 and beyond Presentation Transcript

  • Image credit: avlxyz
  • • Introduction • Methodology • Trends in Food • Appendix – Influencer/Expert Q&As – Additional Charts A note to readers: To make the report easy to navigate, we’ve added hyperlinks to this page and the Trends in Food pages, so you can jump immediately to the items that most interest you (or, alternatively, you can read the material straight through). 2
  • What and how we eat today might look quite baffling to anyone who’s missed the past decade: Gluten-free treats from a food truck? “Foodspotting” an order of locally sourced, heirloom vegetables? Yet at the same time we’re reconnecting with our past, looking to eat more communally and celebrating regional food traditions, even digging up antique recipes. This report surveys what’s changing when it comes to how we find, cook and eat food, how we think about what we eat and how brands are marketing food. It doesn’t, however, attempt to round up everything of note in the wide world of food and beverage. Rather, it focuses on eight of the relevant macro trends we’ve highlighted in the past few years, plus three overarching trends affecting the food category: the influence of technology, health and wellness, and foodie culture. Within these trends, we spotlight some of the things to watch we’ve been tracking. 3
  • JWT’s “What’s Cooking? Trends in Food” is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. Specifically for this report, we conducted quantitative surveys in the U.S. and the U.K. using SONAR™, JWT’s proprietary online tool. We surveyed 1,270 adults aged 21-plus (768 Americans and 502 Britons) from Jan. 19-24; data are weighted by age, gender and income. We also received input from JWT planners across several markets—including the U.K., Spain, Venezuela, Argentina, Poland, South Africa and Thailand—and interviewed experts and influencers in food and beverage.* SUDHIR KANDULA, America’s Next Great Restaurant contestant ELISE KORNACK, co-founder, Take Root; Chopped contestant MICHAEL LEE, founder, Studiofeast STEPHANIE STIAVETTI, food blogger (TheCulinaryLife.com) and writer *To read our Q&As with these influencers/experts, see Appendix. 4
  • 1. FOODIE CULTURE • Food as Theater • Food Fairs • Food by Subscription • Fearless Eating • KitchenRestaurants • Roots Revival • Antique Eats • Moonshine • Heirloom Everything • New Nordic Cuisine • Beer Sommeliers • Beer Cocktails • High-End Techniques for Amateurs 2. FOOD AS THE NEW ECO-ISSUE • Spiking Food Prices • From Staples to Luxuries • Greener Supply Chains • Greening Restaurants • Carbon Footprint Labeling • Curbing Food Waste • Veering Vegan/ Vegetarian • Insects as Protein • Artificial Meat • Sustainable Palm Oil • Rooftop Farming 3. THE DEVIL WEARS PACKAGING • BYO Containers • Reusable Packaging • Hydration Stations 4. HEALTH AND WELLNESS • Fooducate • Nutrition Scores • Fat Taxes • Healthy and Fresh Vending Machines • Gluten-Free • Hold the Salt • Inhaling • Smart Lunchrooms • Organic Fast Food • What’s New in Functional Foods - Food, Ph.D. - Artery-Cleaning Foods - Mushrooms - Matcha - Slow Beverages - Greek Yogurt - Spices - Juicing Up Coconut - Nutricosmetics 5. MAXIMUM DISCLOSURE • Labeling Legalities • Tell-All Vending Machines • Going Behind the Scenes • Visual Fluency 6. LIVE A LITTLE • The Lipstick Index Effect • A Little Serving of Sin 5
  • 7. NAVIGATING THE NEW NORMAL • Smaller SKUs 8. GETTING “SMARTER” • Smarter Cookbooks • Smarter Recipes • Smarter Kitchens • Smarter Ordering • Smarter Shopping • Smarter Packaging 9. ALL THE WORLD’S A GAME • Apps That Gamify Eating • Gamifying the Business Model 10. SCREENED INTERACTIONS • Screened Dining • Kiosks/Vending Machines • Interactive Outof-Home Ads 11. RETAIL AS THE THIRD SPACE • Food Halls • Communal Eating • Shops That Do More 6
  • Yesterday’s gourmand has multiplied into factions of foodies all with various passions centered around cooking, dining out and eating, eating, eating. A foodie backlash may be under way, but food remains more photographed, analyzed, critiqued and generally obsessed over than it’s ever been. • Food as Theater • Food Fairs • Food by Subscription • Fearless Eating • KitchenRestaurants • Roots Revival • Antique Eats • Moonshine • Heirloom Everything • New Nordic Cuisine • Beer Sommeliers • Beer Cocktails • High-end Techniques for Amateurs • What It Means for Brands Image credit: gwen 7
  • Foodies take their dining seriously, but that doesn’t mean it can’t be fun: We’ve seen the rise of theatrical events that turn eating into a high-concept production filled with surprise and whimsy. • Last year several New York dining clubs banded together to serve an upscale six-course lunch aboard the L subway train as it traveled from Manhattan through Brooklyn. Invitees didn’t know what they were in for—they met at a given intersection and then were guided underground. The event wasn’t officially sanctioned, only adding to its allure. • “Dîner en Blanc,” an idea that began in Paris, is akin to a “refined flash-mob feast,” as The New York Times put it: Several hundred to a few thousand people, all wearing white, dine in a public spot, bringing their own food and tables. The location is secret until the day it takes place. More than a thousand attendees participated in the first New York Dîner en Blanc last year. • Le Fooding, a French gastronomic group, puts on conceptual events like last year’s “Exquisite Corpse”: Borrowing from the surrealist idea, the 48-hour New York event involved 12 successive dinners in which each highprofile chef was required to use some ingredients from the previous chef’s meal. • The group Chicago Foodies has started a “Unique Dinner Series” to challenge chefs’ creativity. The inaugural event, in January, was titled “16 Courses of Black.” • At Dans le Noir, a restaurant with branches in several European cities and New York, diners eat in the dark, only finding out what they ate after the meal. Image credit: Dîner en Blanc 8
  • Along with foodie-ism, a couple of trends—green markets, mobile vendors (food trucks), affinity for local purveyors and the DIY movement—are helping to propel local food fairs: markets comprising vendors that each focus on a few specialty dishes or goods. For instance, New York foodies flock to Smorgasburg, on the waterfront in Williamsburg, Brooklyn, which hosts about 75 vendors once a week during non-winter months. “Food raves,” markets that don’t require vendors to have permits and insurance, are also popping up. In San Francisco, bands play at the periodic SF Underground Market, which runs from late morning till the wee hours and requires “membership” for entry. Similar markets big and small operate in other cities, from The Secret Fork in L.A. to the DC Grey Market in Washington. Image credits: Smorgasburg; DC Grey Market 9
  • Old-fashioned monthly subscription services are on the upswing, but rather than the typical wine or fruit of the month, they offer curated selections for foodies who like the idea of receiving surprise packages and staying attuned to what’s new and notable. • Gilt Taste’s selections—ranging from whimsical whoopie • Craft Coffee sends three varieties of coffee per month, all from small roasters around America. • Love With Food uses the “buy one, donate one” model, donating a meal to a food bank for every box of “curated gourmet bites” purchased. pies to game meats—are curated by former Gourmet editor and author Ruth Reichl. • Foodzie calls itself a “Tasting Club” and selects foods from various sources, many of them small-batch producers. Subscribers choose among three boxes each month. • Blissmobox, which offers several monthly options of organic and eco-friendly products, recently added BREAKbox, an assortment of healthy, high-quality snacks designed to stock the office kitchenette. Image credits: Craft Coffee; Gilt Taste; Love With Food 10
  • Unconventional ingredients, meats and dishes are popping up on menus of the more trendy variety, often in conjunction with the nose-to-tail trend. In the U.S., foods not typically found in the American diet—such as cockscombs, alligator and lamb’s brain—are finding favor. The hot L.A. restaurant Animal is filled with options mom likely never cooked, including pig ears and sweetbreads. In the U.K., where such foods have also been shied away from, Londoners are abuzz about Brawn, which serves pigs’ trotters and head of veal. While such items have been filtering onto restaurant plates for some time, today’s foodies are ordering them with an eagerness that rivals Andrew Zimmern’s (the intrepid host of TV’s Bizarre Foods). These forays outside established comfort zones help people stand out in the social media stream and earn some cred among fellow foodies. And after years of broadening their palates, foodies have nowhere to go but the bizarre. Insects are another “fear factor” ingredient gaining traction: A Mexican food cart in San Francisco, Don Bugito, focuses on exotic dishes like ice cream topped with caramelized mealworms. Last year for Cinco de Mayo, Dos Equis’ “Feast of the Brave” promotion in New York involved a food truck giving away free cricket, ostrich or veal brain tacos. Image credit: brianplattcreative.com 11
  • The wall between the kitchen and the restaurant dining room has been disappearing—allowing curious customers to watch the cooks in action—and now some restaurants are conflating the two altogether. For example, The Kitchen Restaurant in Sacramento, Calif., offers a six-course meal, with diners encouraged to make themselves at home. Chef’s Table at Brooklyn Fare, in Brooklyn, lets 18 guests watch the chef cook 20 or so small plate courses. The concept lets curious foodies feel like true insiders and “unwraps the process” for patrons, providing the behind-thescenes view that consumers are increasingly interested in. Image credit: The Kitchen Restaurant 12
  • As various international foods infiltrate markets worldwide—sushi is going mass market in Venezuela; Mexican and Argentinean restaurants are finding favor in Australia—there’s concurrently a new appreciation for national and regional foods, and cooking techniques unique to one’s heritage. In Greece, for instance, local brands are prospering and touting their Greekness, while major foreign brands are playing up Greek ingredients or “Made in Greece.” Last year, in an “Open Letter to the Chefs of Tomorrow,” members of the International Advisory Board of the Basque Culinary Center reminded peers that “Through our cooking, our ethics, and our aesthetics, we can contribute to the culture and identity of a people, a region, a country. We can also serve as an important bridge with other cultures.” With foodies seeking out more “authentic” and homemadestyle foods, there’s a robust market for distinctive foods beyond the geography in question. Image credits: Amazon [1], [2], [3] 13
  • The heritage trend is making its way to food, with chefs digging up recipes and adding ingredients from yesteryear. The hot restaurant Dinner by Heston Blumenthal in London serves bygone British dishes. In Charleston, S.C., Sean Brock relies on traditionally Southern heirloom produce and heritage meats at his restaurant Husk, earning “best new restaurant in America” honors from Bon Appétit in 2011. Some of this is for the more adventurous (e.g., Grant Achatz’s duck with blood sauce in Chicago), but in the U.K., at least, everyday consumers are preparing meats that hearken back to older eras, like pheasant, venison and wood pigeon. Image credit: dinnerbyheston.com 14
  • White lightnin’: This all-American corn whiskey—commonly called moonshine—is going legit as legal distilleries across the U.S. churn out batches of the outlaw spirit. A Prohibition favorite, the unregulated throat-scalding liquor remained a tradition in its ancestral home, the Southeastern U.S. Now, legal moonshine is charming upscale city slickers with the authentic look of its packaging (it’s sold in glass bottles and mason jars, which highlight moonshine’s signature clear cast) and its high alcohol content (frequently up to 120 proof). The new Discovery Channel series Moonshiners, which turns the camera on Appalachian bootleggers, may give a leg up to legit cousins like Original Moonshine, Shine On Georgia Moon and Ole Smoky Tennessee Moonshine. Image credits: Ole Smoky Tennessee Moonshine; heavenhill.com 15
  • “Artisanal” has become the overused term du jour in food; “heirloom” will follow. While it’s been around for a while, starting with tomatoes and beef, lately everything from corn to beans has been getting an “heirloom” designation, generally meaning an older variety that’s genetically distinct from commercial products. (“Heirloom” is mostly used for crops, “heritage” for livestock.) The term is becoming shorthand for quality and natural (and, frequently, higher prices). Image credit: Edsel L 16
  • As we noted in our Things to Watch list for 2011, the foodie focus has shifted to Copenhagen with the rising fame of Noma, its chef René Redzepi and other inspired restaurants, and a modified form of this cuisine is spreading well beyond Denmark (minus unique local ingredients like elderflowers and puffin eggs). Look for more chefs to find inspiration in Redzepi’s emphasis on foraging for local plants, herbs and roots, and simple but quality ingredients. The Los Angeles restaurant Forage, for example, is—as its name implies— based around foraged ingredients. Image credit: Forage 17
  • Beer Sommeliers: As beer garners more respect in foodie culture—perhaps a sign of the budget-minded times— there’s a growing appreciation for the ways that, like wine, different varieties can complement food. In 2010, Food & Wine magazine honored one beer expert among its seven Sommeliers of the Year. In 2011, Oxford University Press published the first edition of The Oxford Companion to Beer. Watch for more sommeliers or “Cicerone,” as the 300-plus individuals who have passed a certification program are titled. Beer Cocktails: Mixing beer and liquor may not be a first instinct for many, but it seems beer can harmonize well with various spirits, giving cocktails a new depth and complexity. The “green devil,” for example, from beer writer Stephen Beaumont, mixes the Belgian beer Duvel with absinthe and gin. A Beer Cocktails book is due out in June. Image credits: Amazon [1], [2] 18
  • Do try this at home: High-end, high-tech kitchen techniques are increasingly filtering down to ambitious home cooks. They’re trying out sous vide, for example, an exacting method that involves vacuum-packing food and cooking it at precise temperatures, yielding juicy, intensely flavorful dishes. Upscale cookware chains including Sur La Table and Williams-Sonoma are selling sous vide appliances like vacuum food sealers and immersion circulators. As the technology utilized in cookbooks like the exhaustive 2011 tome Modernist Cuisine becomes more accessible, more at-home homogenizers and centrifuges will work their way into retail lineups. Image credit: modernistcuisine.com 19
  • • The tech-savvy foodie is far more connected to like-minded eaters than the food aficionado of old. While the explosion in social media sharing came after the rise of foodie culture, today it’s a key driver: Half the satisfaction is in photographing fabulous dishes and posting to Facebook or networks like Foodspotting, in turn stirring FOMO (fear of missing out) and copycat behavior. • The heightened interest in local and so-called artisanal foods is also helping to fuel foodie-ism. And edibles that feel “authentic” are of particular interest, whether the food is high- or low-end, as a Packaged Facts report on U.S. foodies notes. Since these consumers tend to eschew mainstream brands and habits, the report warns they can be an elusive target for marketers—but adds they can also be uniquely interested in the product. • Some U.S. restaurant chains are touting their culinary bona fides while moving away from themes of value, convenience, service or speed—e.g., Burger King dropped its King mascot and value focus in favor of ads that play up ingredients—as Nation’s Restaurant News recently reported. As more mass marketers latch onto buzz phrases like “artisanal” and position themselves as worthy of foodie patronage, these consumers will grow increasingly wary of “foodie-washing.” 20
  • The environmental impact of our food choices will become a more prominent concern as stakeholders—brands, governments and activist organizations—drive awareness around the issue and rethink what kind of food is sold and how it’s made. As more regions grapple with food shortages and/or spiking costs, smarter practices around food will join the stable of green “best practices.” • Spiking Food Prices • From Staples to Luxuries • Greener Supply Chains • Greening Restaurants • Carbon Footprint Labeling • Curbing Food Waste • Veering Vegan/ Vegetarian • Insects as Protein • Artificial Meat • Sustainable Palm Oil • Rooftop Farming • What It Means for Brands Image credit: see.wolf 21
  • As extreme weather wreaks havoc on crop yields, watch for already-high food prices to spike further thanks to droughts, flooding and other irregularities brought on by climate change. For example, Thailand, the world’s biggest rice producer, is expecting smaller yields thanks in part to its disastrous floods. In the U.S., drought in Texas thinned cattle herds, which played a part in pushing up beef prices by almost 10% year-over-year as of November. Seafood prices rose almost 6% following the Japanese earthquake and tsunami. Image credit: toastforbrekkie 22
  • Beef, chocolate and other beloved staples could become the caviar of the future, thanks to factors ranging from new emerging market demand, climate change and the strains of a more populous planet. A bigger appetite for chocolate in China, coupled with political and agricultural issues in Ivory Coast, are prompting warnings about the coca supply. Mars Chocolate said last year that the industry faces a 1 million-ton cocoa shortfall by 2020 “unless more is done to promote sustainability,” pledging to use only certified sustainable chocolate by that time. Meanwhile, some researchers say the Ivory Coast and Ghana could simply be too hot to grow cocoa by 2050. Climate change is the culprit when it comes to coffee: Last year Starbucks said it sees “a potentially significant risk” to its Arabica bean supply, looking 10 years ahead and beyond. The company is working with suppliers to combat issues like frequent hurricanes and soil erosion. Some optimists, however, argue that leaps in agricultural science and other advances (e.g., artificial meat) will ensure there’s enough food to feed the planet. Beef could become “the caviar of the future,” an official with the U.N.’s Food and Agriculture Organization has said. Consumption is forecast to double by 2050 even as the resources needed for beef’s production dwindle. More immediately, U.S. beef prices are spiking—up 10% last year and likely to keep rising this year—thanks to a drought that shrunk the U.S. cattle herd and strong export demand. Image credit: cincomomo 23
  • Food marketers are working to green up their agricultural supply chains in various ways. For example: McDonald’s: The company established its Sustainable Land Management Commitment in 2009. The stated goal is to ensure that raw materials “originate from legal and sustainably managed land resources.” In tandem with the World Wildlife Fund, McDonald’s conducted an audit to determine where it could make the most substantial impact. In 2011, the company focused on its beef, poultry, coffee, palm oil and wood fiber sourcing, and committed to sustainable palm oil sourcing by 2015. Chipotle: This fast-casual Mexican food chain, based around the proposition “food with integrity,” touts books like Michael Pollan’s In Defense of Food as “recommended reading” on its website and lightheartedly warns “It’s all fun and games until someone wrecks a planet.” Founded in 2011, its Cultivate Foundation funds sustainable farming initiatives, among other things. An animated film outlining Chipotle’s mission shows a farmer’s evolution from free range to industrial farming and then back to the older, ecologically friendlier means of production. Image credit: Chipotle 24
  • Some restaurants are seeking to become more sustainable by revamping their practices in various ways, and ratings systems point the way for concerned patrons. • Launched in 2010, the U.K.’s Sustainable Restaurant • The Vancouver-based Green Table Network, which has certified more than 100 operations since it was founded in 2007, is a nonprofit that helps food industry professionals “get started down a greener path.” Association helps restaurants to be more sustainable, which can mean being more socially responsible (community engagement, etc.) or more green (e.g., saving water and energy), or improving sourcing (supporting “environmentally positive farming,” etc.). Restaurants are rated according to a threestar system. • In the U.S., the Green Restaurant Association has been around for more than two decades. It rates restaurants according to criteria including water efficiency, energy consumption, waste reduction and recycling, and use of sustainable food. Garden Fresh, which operates Souplantation and Sweet Tomatoes restaurants, became the largest chain to get certified last September. Image credits: SRA; Souplantation 25
  • In line with our trend Maximum Disclosure, the past few years have seen some efforts to tally the carbon emissions associated with food products. It’s a complex endeavor, however, and Tesco recently said it would halt an ambitious five-year-old drive to label all its store-brand products, partly because several months were required to determine a footprint for a single product. Other labeling efforts include: • Realizing several years ago that the bulk of its carbon footprint comes from beef consumption, Swedish fast food chain Max Burgers started labeling menus with carbon footprint information (and concurrently pushing alternatives, like chicken and salad options). • In the U.K., the Carbon Trust provides a Carbon Reduction Label for certified products—those that prove they are working to reduce their footprint—but will soon have to cope with a loss of government funding. Participating companies include Kingsmill breads and Walkers potato chips. • France’s Groupe Casino is labeling its store-brand products according to a Carbon Index it developed. • Some companies are making up their own label, like Finland’s Fazer, which uses a “Carbon Flower.” So far it’s only featured on packaging for what Fazer describes as “one of Finland’s most popular breads.” • South Korea’s environment ministry is sponsoring a carbon labeling system that includes some food products, which carry a logo showing the item’s footprint. Japan has a similar system, and Thailand is testing one. Image credits: Max Burgers; Fazer 26
  • As much as a third of the food produced worldwide, or 1.3 billion metric tons, is lost or wasted each year, according to the U.N.’s Food and Agriculture Organization. Not only is this a waste of valuable land, water and energy resources, but most of the discarded food actually contributes to global warming because it ends up in landfills, where it creates methane. Among the governments and others trying to change this: • U.K. retailers such as Sainsbury’s and Marks & Spencer are partnering with Love Food Hate Waste, which aims to cut waste by helping people find recipes for leftovers and providing tips for preventing waste. • Unilever’s Food Solutions unit recently launched United Against Waste, a campaign to drive waste reduction in the food-service industry. • In the U.K., food packaging will no longer feature a “sell by” date (only “use by” or “best before”), a bid to reduce the £12 billion worth of food thrown out each year. We cannot limit sustainability to food production, we need to also look at our food consumption. Waste less.” —JOSÉ GRAZIANO DA SILVA, director general of the U.N.’s Food and Agriculture Organization, Bloomberg, Jan. 23, 2012 • The Too Good to Waste campaign from the U.K.-based Sustainable Restaurant Association is encouraging more British restaurant diners to take home leftovers. Image credits: unileverfoodsolutions.us; lovefoodhatewaste.com 27
  • • Cook a huge meal and unable to eat it all? Super Marmite is a French social network that enables members to sell portions of unused meals to the local community. • A few restaurants are instituting penalties for those who don’t finish their food, such as Wafu in Sydney, which bars offending patrons from returning, and a Saudi Arabian restaurant that fines diners and donates some of the money to help the hungry in Somalia. • To increase awareness, the Food Network aired a primetime special, The Big Waste, in January. Image credits: Wafu; Food Network 28
  • FIGURE 2A: FIGURE 2B: Percentage of American and British adults who agree: Percentage of American and British adults who agree: Millennials (21-34) Gen Xers (35-47) Boomers (48-67) Male I’m concerned about the environmental impacts of food waste I’m concerned about the environmental impacts of food waste 66 64% 61 Female 65 64 64 91 I would respect a grocery store or restaurant that made an effort to curb food waste I’ve tried to cut down on the amount of food waste I produce for the sake of the environment I would respect a grocery store or restaurant that made an effort to curb food waste 88 89% 87 I’ve tried to cut down on the amount of food waste I produce for the sake of the environment 86 91 75 82 84 76 79% 76 *For generational and gender breakdowns by country, see Appendix. 29
  • FIGURE 2C: Percentage of American and British adults who agree: Millennials (21-34) Gen Xers (35-47) FIGURE 2D: Percentage of American and British adults who agree: Boomers (48-67) Male 86 85% Restaurants have a responsibility to help curb food waste 82 Brands and manufacturers have a responsibility to help curb food waste 87 Restaurants have a responsibility to help curb food waste Female 81 Grocery stores have a responsibility to help curb food waste 79 88 83 90 Brands and manufacturers have a responsibility to help curb food waste 84% 81 80 84 Grocery stores have a responsibility to help curb food waste 84 82% 78 The government has a responsibility to help curb food waste 84 83 69 73 86 The government has a responsibility to help curb food waste 74 74% 61 *For generational and gender breakdowns by country, see Appendix. 30
  • Meatless Monday: This campaign to reduce meat consumption, which emphasizes both health and environmental benefits, has steadily gained adherents over the past few years. Some school districts and universities have instituted Meatless Mondays, and some restaurants have added vegetarian specials on Mondays, including the 14 owned by celebrity chef Mario Batali. Paul McCartney initiated a similar idea in the U.K., Meat Free Monday, and is promoting the new Meat Free Monday Cookbook, to benefit the campaign. Vegan Until 6: New York Times food writer Mark Bittman has been arguing that a vegan diet is healthier for humans and the planet alike for several years. His suggestion: Cut out animal-derived foods every day before 6 p.m. “Weekday Vegetarianism”: Graham Hill, founder of the environmental site TreeHugger.com, advocated this approach in a 2010 TED talk. If you’re a progressive, if you’re driving a Prius or you’re shopping green or you’re looking for organic, you should probably be a semi-vegetarian.” —MARK BITTMAN, 2007 Entertainment Gathering Conference March to a different drumstick. © The Monday Campaigns, Inc “A global shift towards a vegan diet is vital to save the world from hunger, fuel poverty and the worst impacts of climate change,” concluded a 2010 U.N. report, as summarized by The Guardian. Until fairly recently, vegans and vegetarians most commonly cited “animal rights” as their ethical motivation, but increasingly the environmental benefits are sharing equal if not top billing. And the idea of eating less, very little or no meat for environmental reasons is gaining ground. Go meatless Monday. One day a week, cut out meat. Image credit: meatlessmonday.com 31
  • Several governments and businesses are trying to push six-legged creatures—a staple in regions around the world— onto Western menus as a sustainable protein source. Nutrition-rich, insects require far fewer natural resources to raise and produce far less waste than poultry and livestock. The European Commission has allocated £2.65 million to look into the idea, and the Dutch ministry of agriculture is funding a research program to raise insects for human consumption on food waste. In the past two years, three Dutch animal feed companies have started raising locusts and mealworms, which are freeze-dried, packaged and sold in various food outlets catering to restaurants. Image credit: theefer 32
  • What if meat could be created in a lab, rendering moot the environmental toll of raising livestock? Scientists have actually managed to grow meat in a test tube (“in vitro meat”), and several dozen labs are said to be working on developing the concept, using stem cells. The Netherlands and Brazil are among the governments funding research. Last year a study by scientists at the University of Oxford and the University of Amsterdam found that producing lab-grown meat vs. the same amount of conventional meat would emit far fewer greenhouse gases, require 7% to 45% less energy, and use a tiny fraction of the land and water that livestock need. The study’s lead scientist predicted that if enough resources go toward the research, a lab-grown meat akin to mincemeat could come to market within five years. (Steak-like meat could take much longer.) Image credit: Trondheim Havn 33
  • The production of palm oil, an ingredient in an array of packaged foods (and frequently an alternative to trans-fat oils), often results in deforestation and habitat destruction. Awareness of the issue is bubbling up, with manufacturers slowly switching over to sustainable palm oil or pledging to do so. Watch for brands to tout their use of GreenPalm certificates (akin to offsets) or conformance with various certification standards. This year, boxes of Girl Scout cookies started bearing the GreenPalm logo. Image credit: rainforestheroes.com 34
  • The rooftop-gardening concept increasingly popular among restaurants and hotels is evolving into large-scale farming projects. Brooklyn Grange, for example, is a rooftop organic farm that sells its produce in markets and businesses around New York City; in the U.K., Food From the Sky, is a similar initiative atop a supermarket in London that sells produce in the market below. And BrightFarms is a New York-based company focused on helping food merchants transform their roofs. Image credit: signejb 35
  • • The need for new, greener practices around food will become increasingly clear to brands and consumers as demand spikes, natural resources get squeezed and climate change wreaks havoc on the supply chain. As consumers better understand how their food choices impact the environment, they will slowly change their habits—motivated both by price spikes and conscience—and expect food brands to similarly evolve. • Brands will need to take concrete steps to lessen the impact of their production and distribution—whether by reducing waste, ensuring products are sustainably sourced, supporting green farming practices or helping to drive smarter consumption, among other measures. Brands that help to engineer a smarter food chain can set industry standards as the issue grows more pressing. The Barilla Center for Food & Nutrition, run by the Italian food brand, developed the “Double Food-Environment Pyramid” to illustrate the impact of food choices. Image credit: barillacfn.com 36
  • FIGURE 2E: • Millennials will drive this trend as they mature into more influential consumers, as they’re more cognizant than other generations of the links between food and the environment and more open to adjusting their behavior. While Millennial respondents to a November 2011 JWT survey were significantly more likely than Gen Xers and Boomers to say they don’t know how to make more sustainable food choices, they’re also more interested in doing so—and more aware of the basic link between what they eat and the environment (see chart at right). Consumer Awareness Around Food Production and the Environment Percentage of American and British adults who agree with each of the following: Millennials (18-33) Gen Xers (34-46) Boomers (47-66) 78 The food I eat has an impact on the environment 71% 68 66 I would like to make smart food choices that benefit the environment 80 74% 73 70 62 I don’t know how to make smart food choices that benefit the environment 48 50% 40 Food manufacturers have a responsibility to educate the public about the environmental impact of their dietary choices 77 79 76% 72 * To learn more about Food as the New Eco-Issue, see our 10 Trends for 2012. 37
  • As the eco spotlight focuses on the environmental costs of packaging, brands will increasingly switch to bottles, boxes and other solutions that reduce, reuse, recycle, remove and renew. The ultimate goal is “cradle-to-cradle” packaging—sustainable from creation to disposal. • BYO Containers • Reusable Packaging • Hydration Stations • What It Means for Brands Image credit: nist6ss 38
  • More grocery shoppers are bringing their own bags, and now the idea of bringing your own containers (“precycling” by avoiding the need to recycle) is slowly catching on as well. • In London, Unpackaged is a boutique grocery store that sells bulk products—grains, nuts, herbs, teas, cheeses and so on—as well as goods in returnable/refillable jars or bottles (milk, jam, etc.). Time Out lists it as one of the best shops in the city. Meanwhile, more types of products are getting unpackaged. Olive oil dispensers are becoming popular, and some stores are offering other liquids in bulk, like honey or syrup. Growler stations have become a common sight, allowing customers to refill the jugs with draft beer. • Simply Bulk Market in Longmont, Colo., is positioned as both a greener and more economical way to shop: “Pay for the Product, Not for the Package,” says the website. “Buy as little as you want or as much as you need!” • In the planning stages in Austin, Texas, is in.gredients, which promises to replace “that middle section of the usual grocery store” with local or locally sourced “real” food that’s packaging-free or minimally packaged with recyclable materials. • In Chicago, Real Naked Food sells “mostly unpackaged” goods. Image credits: Simply Bulk Market; Red Rock Brewing; in.gredients 39
  • One way to make packaging more sustainable is to find ways for the consumer to reuse it or refill it: • KFC introduced what it billed as the “first reusable container in fast food” in 2010 to replace the foam containers in which side dishes were packaged. While most consumers will eventually toss them, they’re made from a resin that KFC says is more widely recyclable than polystyrene and uses less energy to produce. • In the U.K., JUGIT sells a milk jug that customers refill with bags of milk from supermarkets. The company claims the bags use 75% less packaging than standard plastic milk bottles. Similarly, Kenco coffee sells Eco Refills that shoppers buy after initial purchase of the jarred product; customers can then send in the refill packs to TerraCycle. • Ecovention markets a pizza box that breaks down into four plates and a smaller leftovers box, avoiding use of paper plates and foil for uneaten slices. Adoptees include Pizza Hut Costa Rica. Image credits: KFC; Kenco 40
  • No more awkward tilting to fill a bottle at a drinking fountain: As the movement to cut the use of plastic and ban the sale of bottled water grows, we’ll see a proliferation of hydration stations—already popping up on college campuses and in some public spaces—designed to allow people to easily fill reusable bottles. Image credits: Hydrate U; britahydrationstation.com 41
  • FIGURE 3A: Percentage of American and British adults who agree: Millennials (21-34) Gen Xers (35-47) Boomers (48-67) 87 Food manufacturers need to cut down on the amount of packaging they use 86% 85 86 FIGURE 3B: Percentage of American and British adults who agree: Male Female Food manufacturers need to cut down on the amount of packaging they use 84 89 79 Most foods use too much packaging 86 82 Most foods use too much packaging 81 82% 82 I try to limit the amount of food packaging I waste each day 74 68 71% 72 70 I’m buying less bottled water because of the environmental impact of the plastic bottles I make my food purchasing decisions based on how much packaging is used 61 63% I try to limit the amount of food packaging I waste each day 67 77 I’m buying less bottled water because of the environmental impact of the plastic bottles I make my food purchasing decisions based on how much packaging is used 57 66 39 35 57 48 42 40% 30 *For generational and gender breakdowns by country, see Appendix. 42
  • • With green initiatives now a necessity rather than a competitive advantage, it’s becoming imperative for brands to retool their packaging, and to do so according to an expanding range of criteria (packaging should be manufactured using clean technologies, designed to optimize materials and energy, use as much renewable or recyclable material as possible, and so on). Simply swaddling goods in fewer layers or reducing the weight of bottles and calling it a day won’t be enough. • We’ll see more tech innovations that help companies meet these criteria (e.g., using bio-based materials for packaging), as well as simple solutions that rethink the status quo, such as refillables. Consumers—many of whom now bring their own bags on shopping trips—will increasingly notice, and appreciate, these changes. • Pressures to improve packaging are coming not only from consumers but from the CFO’s office: Greener packaging frequently reduces costs, in line with today’s growing interest in Shared Value (one of our 10 Trends for 2012). *To learn more about The Devil Wears Packaging, see our 10 Trends for 2010. 43
  • Awareness of good nutritional habits has been steadily rising, even as obesity becomes a more pressing issue—in turn driving governments and health advocates to further push both consumers and brands to adopt healthier ways. • Fooducate • Nutrition Scores • Fat Taxes • Healthy and Fresh • Inhaling • Smart Lunchrooms • Organic Fast Food • What’s New in • Gluten-Free • Hold the Salt • What It Means Vending Machines Functional Foods for Brands Image credit: epSos.de 44
  • One consequence of more consumers Reading the Fine Print (one of our 10 Trends for 2010) is that they’re seeking out tools that save them time and brainpower by simplifying and summarizing the information they’re interested in. Apps fit the bill perfectly. For those focused on nutritional information, Fooducate allows users to scan the barcode of a supermarket item to quickly see product highlights, negative and positive, as determined by the company’s team of dietitians and “concerned parents.” What’s revealed is “stuff manufacturers don’t want you to notice,” says Fooducate, like excessive sugar or confusing serving sizes. Shoppers can also compare products, select alternatives and learn about food and nutrition generally. The app, which launched in January 2011 for the iPhone (and in June for Android), passed 10 million product scans by November. The most scanned categories: yogurt, cereal and snack bars. Image credit: Fooducate 45
  • Since more consumers are interested in Reading the Fine Print, some U.S. supermarkets are giving them a shortcut, adopting nutrition-scoring systems: Ratings are displayed on shelves, helping shoppers make healthier choices at a glance. • NuVal rates products from 1 to 100, with a higher score indicating a healthier item. A range of regional supermarkets have adopted the system. • Guiding Stars is less nuanced, granting from zero to three stars based on a food’s nutrient density per 100 calories. It’s used by a few supermarket chains, as well as school and hospital cafeterias. • Whole Foods developed what it calls ANDI (aggregate nutrient density index), which rates unprocessed foods on a scale up to 1,000 (a score achieved by kale). The intent is to help shoppers compare options within categories, e.g., choosing which variety of bean to buy. • Safeway’s SimpleNutrition program evaluates products and allots up to two “benefit messages” per tag, such as “Good Source of Fiber,” “Sodium Smart,” “Lean Protein” and “Low Cholesterol.” Image credits: Guiding Stars; Whole Foods 46
  • The fat tax is the new sin tax: In a bid to put the brakes on obesity, governments will try to push consumers away from unhealthy foods with cost disincentives. In 2011, Hungary introduced an added tax for foods with high fat, salt and sugar content, along with a higher tariff on soda (and alcohol), while Denmark added a tax for high-saturatedfat foods. Similar legislation was proposed in Australia and Britain. And at year-end, France approved a tax on sugary soft drinks. Look for more national and local governments to follow. Image credit: pointnshoot 47
  • In recent years vending machines have been moving beyond food into new categories, dispensing everything from gold bars to prescription drugs. But we’re also seeing new thinking within food itself as machines get refocused for health-conscious consumers and retooled as devices for selling fresh rather than packaged foods—everything from milk to fish and meat. In France, one baker is touting his automated baguette dispenser—which is loaded with partially precooked loaves that get fully baked when the machine is activated—as a way to get fresh bread when bakeries are closed. And the Smart Butcher, out of Alabama, vends fresh cuts of meat and sausages. Machines that sell snacks like carrots and apples, hummus, meal replacement bars and yogurt are popping up in response to consumer interest in nutritious eating, employer interest in healthier workers and legislation aimed at limiting junk food in schools. Ecowell’s kiosks address both health and environmental concerns: Using their own reusable containers, customers order up personalized beverages that combine fruit juice flavors, sweeteners and vitamin supplements with carbonated or flat water. Fresh-milk machines that allow users to refill their own bottles can be found in several Spanish cities. Also in Spain: a machine filled with portions of fresh fish and one that vends loaves of bread, restocked daily by a baker. Image credit: drinkecowell.com 48
  • One of our Things to Watch in 2009, gluten-free foods have mushroomed from a specialized segment of the food industry into the mainstream— to the tune of $2.7 billion in global sales in 2011, according to a Euromonitor International estimate, with the market set to reach $3.4 billion by 2015 (some other estimates put the total much higher). The phenomenon is widespread: Gluten-free offerings can be found in restaurants, supermarkets and bakeries from Argentina and Australia to Germany and Italy (where the government subsidizes celiacs’ gluten-free purchases). Even McDonald’s has hopped on the bandwagon, offering glutenfree buns in several European countries, and Subway is testing a gluten-free roll and brownie. While celiac disease, the autoimmune disorder triggered by gluten, affects only about 1% of the population, a range of consumers are embracing these foods: Proponents say a gluten-free diet can stimulate weight loss and help with chronic intestinal issues as well as diseases including autism and schizophrenia. And while these benefits are unproven, new gluten-free products continue to land on shelves, from baking mixes by Betty Crocker and Rice Krispies by Kellogg’s to gluten-free flour developed by chefs Lena Kwak and Thomas Keller of the restaurant The French Laundry. Image credits: asgw; simply...gluten-free; Bouchon Bakery 49
  • Governments around the globe are passing on salt in a bid to reduce hypertension, stroke and other health problems. National and regional authorities are pushing sodium-reduction initiatives, including Canada, Australia, Ireland, France, Finland and Japan. Among the measures being taken: The challenge remains to sell consumers what’s best for them but perhaps not what’s tastiest. Last year Campbell’s decided to add salt to more than two dozen soups, following poor sales of its low-sodium offerings. • Restaurant tables in Argentina’s Buenos Aires province no longer feature salt shakers, thanks to a 2011 agreement with the health department, which also persuaded the breadmaker federation to cut salt by 40%. • New York City’s health department is coordinating the National Salt Reduction Initiative, a coalition of regional health authorities and organizations that’s working to push food manufacturers and restaurants to cut salt. Modeled on a successful U.K. program, its goal is to lower Americans’ salt intake by 20% over five years. In response to various campaigns, industry-leading companies including Heinz, McCain Foods, Unilever, Kraft and Mars have made voluntary commitments to cut salt. Image credit: L. Marie 50
  • From a Harvard professor of biomedical engineering comes Breathable Foods, a company that’s rolling out inhalable caffeine, vitamins and chocolate. AeroShot Pure Energy is an inhaler containing a hit of caffeine mixed with B vitamins; Le Whif provides a chocolate experience sans calories. The company is working on more products that provide flavorful or nutritional benefits without calories or the need for pills. Image credit: labstoreparis.com 51
  • As obesity rates continue to climb worldwide, we’ll see experimentation in school and workplace cafeterias, with offerings rearranged to encourage smarter choices—e.g., more nutritious selections at the front of the line, and fruit in attractive bowls. Red tongs for higher-calorie selections and other sly cues will prompt people to reconsider their choices. Image credits: Dr Stephen Dan; Javi Vte Rejas 52
  • Organic (or close to it) is an increasingly popular hook in quick-service restaurants. Chipotle has staked its claim on “Food With Integrity” and uses “organic and local produce when practical,” as well as meat free from antibiotics or added hormones. Smaller chains such as Naked Pizza (which claims “no freaky chemicals”), Pizza Fusion, Elevation Burger and EVOS are popping up around the U.S. Watch for more mainstream QSRs to adopt some of their practices. Moe’s Southwest Grill, for instance, which operates 400-plus outlets, started using more “natural” meats about a year ago, such as grain-fed pork that’s hormone- and steroid-free. Image credit: Moe’s 53
  • For the past decade or so, the idea that food can offer specific benefits—beyond simply providing good nutrition— has permeated mainstream thinking. We’ve seen all manner of foods carrying health claims, and the rise (and sometimes fall) of super-foods, from acai berries to pomegranate. These are a few of the things today’s consumers are or will be looking to for functional benefits. Food, Ph.D.: We’ll see many more science-inspired food products engineered to target conditions and beauty needs. Nestlé is investing more than $500 million to develop health and wellness products, and created the Nestlé Institute of Health Sciences in 2011 “to pioneer a new industry between food and pharma.” Unilever is researching technology that can imbue ingestibles with anti-aging and other beauty benefits. In 2011 its Dove brand started marketing Strength Within, an anti-wrinkle supplement, in the U.K. and Ireland. Artery-Cleaning Foods: The next hot functional foods may be those that claim to clean out arteries, or more technically, reduce oxidized LDL cholesterol. Stratum Nutrition is marketing a powdered fiber product to food and beverage brands that it claims can promote healthy arteries. Approved by the EU Commission and some other administrations as safe, the product is making its way across the globe. Mushrooms: What’s new about edible fungi? With more varieties now populating supermarket shelves in the West, we’ll see a growing awareness that this low-calorie but highly flavorful food packs a nutritional punch. Euromonitor notes that the benefits of mushrooms—which can lower cholesterol, boost the immune system and (some say) even fight cancer—“remain woefully underappreciated”; with consumers looking to add more functional foods to their diet, they won’t remain overlooked for long. Image credits: Dovespa.co.uk; wwarby; trekkyandy 54
  • Matcha: The powdered green tea—which originated in Japan and is a centerpiece of the Japanese tea ceremony— is becoming a hot flavor internationally, with an artisanal quality reflected in its price tag. It’s a functional ingredient, high in both antioxidants and caffeine, that’s increasingly popping up in beverages (from lattes to cocktails) and desserts (ice cream, pastries and more). Slow Beverages: Slow-down beverages are being marketed as anti-energy drinks: Brands including Slow Cow, Drank, Bula and Koma Unwind are fortified with ingredients such as chamomile, melatonin and valerian root that purportedly promote calming and relaxation. Some brands take on the energy-drink category directly by claiming to also boost mental focus and concentration. The beverage research group Zenith International forecasts that U.S. volume sales will top 300 million liters by 2014. Image credits: Teavana; bulabeverage.com; komaunwind.com 55
  • Greek Yogurt: This richer, more dense style of yogurt has caught fire in the U.S., thanks in part to “a perception that the food is healthier than regular yogurt and other snacks,” The New York Times reports. National retail sales more than doubled for the year ending October 2011, and last March UBS noted that “Greek yogurt brands such as Chobani and Fage have captured market share more quickly than almost any segment in a major food category ever.” This April, the TCBY frozen yogurt chain will introduce Greek Fro-Yo, extending the concept into a new category. Spices: Interest in the functional qualities of foods is expanding to include a greater focus on the benefits of spices and seasonings. For instance, ground cloves, cinnamon and oregano are notably rich in antioxidants. McCormick & Co. is spotlighting the health benefits of selected herbs and spices, with commercials that drive viewers to a “Spices for Health” section on the brand’s website, where they can find recipes and suggestions for how to add “super spices” to their diet (e.g., “Perk up your morning coffee with Ground Cinnamon”). Image credits: TCBY; McCormick & Co. 56
  • Juicing Up Coconut: Coconut water, one of our Things to Watch in 2010, has been steadily gaining in popularity. Leading brand Vita Coco, for example, has zoomed from reported sales of $20 million in 2009 to $40 million in 2010 to a forecast of $100 million in 2011. The recent spike is partly due to coconut water getting adopted as a sports drink because of its electrolyte content. Beverage brands are continuing to introduce coconut juice products. PepsiCo’s SoBe, for example, said it was putting a “new twist on a hot trend” when it announced a Lifewater with Coconut Water line of three flavors in January. Coconut foods are also seeing a boom, thanks in part to the Paleo diet, which promotes cooking with coconut oil and eating other coconut products. Coconut is also being used as a dairy alternative in ice cream. Image credits: akeg; SoBe 57
  • Nutricosmetics: A burgeoning class of foods seeks to improve external appearances rather than internal functioning. Medical experts are somewhat skeptical about the functionality claims, but the proof will be in the pudding—or Balance Bar, as the case may be. • Balance Bar recently introduced the Nimble bar, touting it as “the first bar for women that conveniently combines beauty and nutrition.” The front of the package lists ingredients including lutein and beta-carotene as “for your skin.” • BORBA Skin Balance Water, billed as “drinkable skin care,” offers four varieties that address different issues—Age Defying, Firming, Clarifying and Replenishing—and include ingredients like pomegranate, acai berry and lychee. They’re available at some drugstores, high-end department stores and gyms. BORBA sells Gummi Bears with similar beauty claims. • Deo perfume candy, from Beneo, is said to work much like garlic but with rose oil instead: Compounds that are not digested are emitted through skin pores. It’s sold in several Eastern European markets. • Frutels markets foil-wrapped chocolates billed as “acne care in a candy” that help purchasers achieve “clear skin from the inside out.” Sold in drugstores and food shops, the sweets contain vitamins and minerals that strengthen the body against the stress and hormonal changes that can cause acne, or so the claim goes. • Beauty Booster from IO Beauty is a thick liquid, a few drops of which purportedly produce more luminous skin. Image credits: Balance Bar; BORBA 58
  • • Consumers will continue to tailor their diets to add foods that naturally provide internal and even external benefits and to remove anything perceived as problematic, from gluten and various allergens to salt and processed foods (a recent Nielsen Global Survey found that 35% of respondents who were changing their diet to lose weight said they are eating fewer processed foods, up from 29% in 2008). • This is true for most of the developed world, but many emerging markets are on a different curve, with health and wellness ideas yet to hit consumers who have more money and more available global goods to spend it on. (Fast-growing Mexico, for instance, is now second worldwide in obesity.) Conversely, developed-world consumers hit by the downturn are struggling to balance their wellness and budget concerns. • The downturn may also be helping to spur Live a Little, a countertrend to health and wellness that’s detailed in this report: Faced with constant reminders about what to do and what not to do, and fatigued from austerity measures, consumers will look for ways to let loose once in a while: indulging in sinful things, splurging on treats and so on. As governments push better eating through fat taxes, labeling regulations and other initiatives, and as social norms evolve toward “better for you” behaviors, we’ll see more self-control/guilt fatigue and a heightened rebellious appeal to “bad” eating. 59
  • • Labeling Legalities Competitive pressures and legal requirements are forcing manufacturers and retailers to take transparency to the max, disclosing more about nutritional data, green credentials, sourcing, social responsibility issues (Fair Trade, etc.) and the people and processes behind the brand. • Tell-All Vending Machines • Going Behind the Scenes • Visual Fluency • What It Means for Brands Image credit: Family O’Abé 60
  • Government pressure on brands to disclose more information—and consumer pressure on governments to mandate more disclosure—is building. For instance: • The European Union established new food labeling requirements last year that will become mandatory in 2016. Packaging will need to use a minimum font size to show nutritional data (energy, sugar, salt, carbohydrate, fat and saturated fat content), allergens must be highlighted on ingredients lists and type of vegetable oil must be specified. Highly caffeinated drinks must state the actual caffeine content. • Watch for more heated efforts to push labeling of genetically modified foods in the U.S., a cause with high-profile advocates including ex-Stonyfield CEO Gary Hirshberg and Food, Inc. director Robert Kenner. (The EU mandates labeling, as do Japan, Australia and Brazil, among others.) Some states are considering their own legislation. • As part of President Obama’s health care reform law in 2010, U.S. restaurant chains will need to clearly disclose calorie counts (and make additional nutritional data available upon request), while vending machine operators will need to display calorie information for certain items, with the new rules going into effect this year. The U.K.’s Department of Health is pushing restaurants to reveal calorie counts, and several chains started doing so last year, including KFC, McDonald’s and Pret a Manger. Image credit: CSPinet.org 61
  • Touch screens that link with vending machines display nutritional data so that customers can make more informed decisions. They also allow operators to meet an upcoming U.S. Food and Drug Administration requirement (covering most vending machines) to show calorie counts for the products within. VendScreen, a startup, is one of the companies marketing these screens. Its Android-powered device features an avatar (“Jen”) who can sort through products based on the customer’s dietary needs or simply provide nutrition info. The device enables a machine to accept “mobile wallet” as well as credit card payments. The company reports strong demand, though the screens haven’t been rolled out yet. The touch screens can also offer promotions or accept coupons, opening the door to new opportunities for brands to connect with customers at point of purchase. Image credit: VendScreen 62
  • There’s a new, expanded answer to the question, Where does my food come from? The rising preference for local foods and supporting small farmers and for more natural foods, as well as concerns about food safety, has driven a surge in disclosure about the farm-to-fork journey, the people behind that journey and how the process works. Among big brands, the aim is to showcase human stories and simple processes (read: not overly industrialized) behind the mass production. • A new McDonald’s campaign profiles three of its smaller suppliers—potato and lettuce farmers and a cattle rancher—with videos about the men and their work at mcdonalds.com/suppliers. • Domino’s “Behind the Pizza” campaign includes a commercial in which a focus group is surprised with a visit to the farm where the chain sources its tomatoes. Behindthepizza.com features mini games where players can “learn about Domino’s farm-grown ingredients.” Image credits: McDonald’s; Domino’s 63
  • • To show that its chickens are truly free-range, the website for Australia’s ecoeggs features a “ChookCam,” a live remote camera that viewers can control to see the animals in real time (the camera is off at night). • Lay’s rolled out a kiosk in Buenos Aires supermarkets that displays a “hyper-realistic” video of the chip-making process to show that the chips are made from real potatoes, vegetable oil and salt—assuring customers that the “natural” claim is authentic. Image credits: ecoeggs.com.au; Lay’s 64
  • FIGURE 5A: Percentage of American and British adults who agree: Millennials (21-34) Gen Xers (35-47) FIGURE 5B: Percentage of American and British adults who agree: Boomers (48-67) Male I like when commercials show me the “behind the scenes” story about the food I consume I wish I knew more about how the food I eat is produced (how it is grown or who is growing it) Brands do not disclose enough information about the environmental impact of their food products, how their food is made or where the ingredients come from 81 73% 73 65 80 71% 71 63 81 66 Female I like when commercials show me the “behind the scenes” story about the food I consume I wish I knew more about how the food I eat is produced (how it is grown or who is growing it) Brands do not disclose enough information about the environmental impact of their food products, how their food is made or where the ingredients come from 69 74 68 71 68 71 70% 64 * For generational and gender breakdowns by country, see Appendix. 65
  • As the ongoing shift from words to images accelerates, we’re seeing increasingly innovative ways to spotlight and illuminate complex topics (one of our 10 Trends for 2010). Visual Fluency can help brands make the information they’re disclosing easier to grasp at a glance. It’s sorely needed: Lack of Visual Fluency is one reason nutritional labels are understood only “in part” by a majority of consumers (52% vs. 41% who understand them “mostly”), according to a recent Nielsen global survey. In the U.K., Waitrose’s line of LOVE life “you count” products, designed for calorie counters, features packaging that boldly states how many calories the item contains. Shoppers can see immediately what will work best for them as they plan out meals. Image credit: Waitrose 66
  • • This trend represents a coming together of the green movement, the health and wellness movement, government antiobesity efforts, the local movement, fears about food safety and, of course, the transparency trend. • While pressure to disclose is coming in part from consumers, many may not actually want all that much information or alter their behavior once exposed to it. When it comes to calorie data, for example, half of respondents to a recent global Nielsen survey felt that fast food menus should always include calories, and some studies have shown that diners don’t order much differently when menus are labeled. But since calorie labeling frequently reveals a dearth of smart options, restaurants are nonetheless being embarrassed into reducing serving sizes, adding lighter fare, making simple substitutions that cut calories and so on. • As more data is disclosed, however, people who once thought little about these details are starting to take note; the ranks of the conscious consumer are growing. The challenge is for brands to make this information clearly understandable, both in terms of visual fluency and basic consumer education. • In some cases, it’s likely that the simple fact of disclosure will matter more to consumers than the specific information revealed. But ultimately, brands that don’t become healthier and more sustainable will lose ground, especially if they’re not competitive on price. *To learn more about Maximum Disclosure, see our 10 Trends for 2010. 67
  • Faced with constant reminders about what to do (exercise more, eat better) and what not to do (overspend, overeat), and fatigued from several years of austerity, consumers will look for ways to live a little without giving up a lot. People have been exercising more self-control, and increasingly they’re looking to let loose once in a while: indulging in sinful things, splurging on treats and at least momentarily escaping from today’s many worries. • The Lipstick Index Effect • A Little Serving of Sin • What It Means for Brands Image credit: J. Paxon Reyes 68
  • Estée Lauder chairman emeritus Leonard Lauder coined the term “Lipstick Index” after observing that lipstick sales rose during the 2001 downturn as women treated themselves in affordable ways. While lipstick sales didn’t see an uptick this past recession, by and large the effect applies to arguably indulgent edibles like premium beer or high-end chocolate. After all, “living a little” is still cheaper than living large. As the FT put it, “For more everyday items, people are compensating for bigger treats foregone.” For example, some consumers are dining out less frequently but buying premium ingredients to cook at home. Image credit: Duvel 69
  • More people will decide there is a time for everything— both restraint and rewards—and that they’d rather have a bit of something good than a lot of mediocrity. For instance, a Mintel report on ice cream sales in the U.S. finds that “full-fat, indulgent brands have performed well in the last year.” Consumers don’t want to feel life is passing them by as they behave more responsibly. Spanish deli brand Campofrío tapped into this idea with a commercial showing an old toad explaining that he was a human in his past life. But he was not gung ho on being one: “You need to learn English… control your calories, triglycerides…” But his younger friend breaks into song, imagining what he’d do “If I were a human”—“buy a Chihuahua, a waterbed and a mega ham platter.” The youngster is promptly hit by a truck and reincarnated as a handsome guy eating some ham. The voiceover: “You never know what you’ll become in the next life. So take good advantage of this one.” Image credit: Campofrío 70
  • FIGURE 6A: Percentage of American and British adults who agree: Millennials (21-34) Gen Xers (35-47) FIGURE 6B: Percentage of American and British adults who agree: Boomers (48-67) An indulgent snack/ meal every once in a while gives me a nice break from the dayto-day grind Male 90% 87 88 88 Even if money is tight, I deserve to splurge on a nice meal every once in a while 87 89 84% 83 79 77 87 88 92 88 Even if money is tight, I deserve to splurge on a nice meal every once in a while 84 82 There is so much pressure to have perfect nutrition habits that once in a while I need to indulge myself and take a break I wish that I wasn’t reminded of how I should keep a healthy diet to improve my lifestyle every time I turn around 82 There is so much pressure to have perfect nutrition habits that once in a while I need to indulge myself and take a break I wish that I wasn’t reminded of how I should keep a healthy diet to improve my lifestyle every time I turn around 89% 89 An indulgent snack/meal every once in a while gives me a nice break from the day-to-day grind Life is too short not to have an indulgent snack/meal every once in a while 96 Life is too short not to have an indulgent snack/meal every once in a while Female 73 78 61 60 76% 72 64 66 62% 56 *For generational and gender breakdowns by country, see Appendix. 71
  • • While people generally understand the need to adopt healthier habits, the reverse-psychology effect of regulations and new cultural norms adds some rebellious appeal to “bad” behaviors. Consumers will tire of the guilt associated with anything that seems out of step. • Marketers can discourage overthinking and encourage more spontaneous enjoyment of life’s pleasures. Brands can help to remove anxiety around indulgent choices and showcase how their indulgences are permissible—enabling people to live a little without feeling like they’ve fallen off the wagon altogether. • Brands can also emphasize ways to take a break from daily pressures and to squeeze more pleasure out of life, whether via a cup of top-notch coffee or a hot fudge sundae. *To learn more about Live a Little, see our 10 Trends for 2012. 72
  • As the new normal becomes a prolonged normal in the hampered developed world, more brands will open up entry points for extremely cost-sensitive consumers. Marketers will find new opportunities in creating stripped-down offerings, smaller sizes and otherwise more accessible products and services. • Smaller SKUs • What It Means for Brands Image credit: Pete.Mac 73
  • Food and beverage brands are swinging in the opposite direction from the mega-sizes and bulk offerings they have targeted at budget-savvy consumers. Instead, they’re adopting the emerging-world practice of selling smaller SKUs to consumers who can afford only the minimal amount per shopping trip. A November 2011 survey by JWT found that a majority of respondents in the bottom third of household income said they would rather spend less and buy small sizes than buy bigger sizes that are a better value (57% in the U.S. and 56% in the U.K.). So did a majority of middle-income respondents in the U.S. (53%). • Kraft Foods Inc. is selling 50-cent gum packs with five sticks of Trident and Stride. Value to that [struggling] consumer is a price point. It doesn’t matter what the cost per ounce is. It matters, ‘Can I afford to buy even a small portion of that this week?’ And (that means) having small sizes, convenient sizes, convenient channels, convenience stores, pharmacies, dollar stores for quick small trips that are close to home, as opposed to going out for the big loads at the supercenters. So there is very different behavior that is occurring.” —MEG NOLLEN, SVP of investor relations and global program management officer, H.J. Heinz Co., August analyst call • Coca-Cola Co. and PepsiCo both introduced alternatives to the traditional 2-liter bottle in the U.S. with reduced sizes that sell for 99 cents or less. 74
  • • In late 2011, H.J. Heinz Co. announced it would launch several reduced-size products at “compelling price points.” New, smaller Heinz products that carry a suggested retail price of 99 cents include a 10-ounce ketchup pouch, a 9-ounce yellow mustard, and mini Worcestershire and Heinz 57 sauces. In Europe, products are priced around one euro. • The Supervalu retail chain now sells individual portions of meat for $1. And its Save-A-Lot chain’s private-label Today brand sells ultra-accessible products like 79-cent instant mashed potatoes in a 4-ounce pack. Image credit: Heinz 75
  • • Brands must adjust to a new consumer reality in which spending is moving out of the middle market and shifting to the high and low ends. Customers have become accustomed to holding out for discounts and promotions, but such tactics aren’t a sustainable solution for most brands. Instead, opportunity lies in creating lower-cost products and services, whether that means smaller SKUs, “good enough” products and services that strip out features/amenities, off-peak or otherwise restricted offerings and so on. • At the same time, consumers have developed the expectation that cheap can also be chic (or tasty, enjoyable, etc.), and they’ll look for budget options that don’t feel terribly down-market. For example, discount grocery chain Aldi offers a limited selection, but, as The Economist notes, it’s “not a grotty place to shop,” unlike some rival retailers. And McDonald’s launched a $1 billion makeover of its U.S. stores in 2011 that will see the outlets looking less like typical fast food chains and more upscale, taking cues from Starbucks. *To learn more about Navigating the New Normal, see our 10 Trends for 2012. 76
  • From phones to fridges, devices are getting “smart,” connecting the real world to the digital world and influencing how we find, eat and make food. More broadly, each step of the way—from shopping to finding recipes and cooking to dining out—is getting “smarter” for those armed with the latest digital tools. • Smarter Cookbooks • Smarter Recipes • Smarter Kitchens • Smarter Ordering • Smarter Shopping • Smarter Packaging • What It Means for Brands Image credit: Roberto Verzo 77
  • Thanks to tablets, which travel easily from supermarket to kitchen to table while providing an ample display, the cookbook is evolving into a multimedia tool that offers video instruction, plenty of illustrations and an easy way to look up unfamiliar terms. interactive recipes and services such as a menu planner and shopping list generator. For an added fee, users get access to more content, including an ingredient guide and a wine guide. QOOQ expands beyond the French market with a U.S. launch in September. CulinApp offers tablet apps that include video demonstrating each step, with users able to choose how they want to view a recipe (with step-by-step video, in a flow chart format, etc.). It’s well-suited for professionals accustomed to the camera, with CulinApp serving as a platform for Dorie Greenspan (“Baking with Dorie”) and Joanne Weir (“Joanne Weir’s Cooking Confidence”). Other celebrity chefs also offer video apps, like Jamie Oliver’s “20 Minute Meals” and “James Martin’s Food – Simplicity.” The Culinary Institute of America adapted its longtime textbook into an app, The Professional Chef, that allows users to compare notes, among other things. From France comes a kitchen-focused tablet, QOOQ (pronounced “cook”): Along with regular tablet functionality, the “kitchen-proof” gadget comes with Image credit: Inkling Systems 78
  • Recipe sites were among the coolest offerings of the early Internet, providing easy access to a vast range of recipes, searchable by cuisine and ingredients. These sites remain a go-to for home cooks, but we’re seeing new thinking about how the Web can best help cooks find the recipe they’re looking for (or didn’t know they wanted) and track what they make. None of the following actually feature their own recipes: • Gojee rethinks search by asking users what ingredients they have or want to cook with and which they prefer to avoid. Users then see photos of dishes that they can quickly click through (or swipe through on a tablet); each links to an external blog. A partnership with New York grocery chain D’Agostino lets loyalty card users get customized recipes based on what they’ve bought. About 300,000 people have signed up since Gojee launched last July. • For cooks whose back issues of food magazines are piled atop stacks of cookbooks, Eat Your Books creates a digital catalog of those analog recipes, making them easy to find. The site has indexed more than a half-million recipes from popular cookbooks, as well as magazines and a few blogs. It outlines the recipe being searched and directs users where to find it, online or on paper. The site charges $2.50 a month or $25 a year. Image credit: Gojee 79
  • • Foodily brings in the social graph: Users follow friends as well as influentials, receiving a Twitter-like feed of recipes. Users in turn can share recipes of food they “crave,” “made” or “recommend.” Foodily also has an app for Facebook Timeline, so user updates appear in the Facebook ticker. • Evernote’s new Food app, an extension of the popular organizational app, isn’t solely about recipes, giving users a way to store photos, captions, notes and recipes related to any food experience. But it’s particularly handy for archiving recipes: Cooks can photograph each step and add captions and detailed notes, helping them remember and share their process (Facebook and Twitter sharing are built into the app). Image credits: Foodily; Evernote 80
  • As the “Internet of Things” concept becomes a reality, “smart” appliances offer the promise of integrating with owners’ lives and making food preparation easier. They are connected via Wi-Fi and can communicate with smartphones. It’s early days, however, with some concepts not on the market yet and manufacturers still figuring out which bells and whistles consumers want. • Samsung’s smart fridge communicates with Samsung smartphones (enabling users to track groceries, for instance), and its touch screen offers access to apps, letting owners check the weather, their calendar or recipes on Epicurious, among other things. Samsung has said it’s planning a robust app marketplace focused around its appliances. A few examples: • A refrigerator that LG Electronics showed at CES keeps inventory of what’s inside if users scan grocery receipts with their phone, letting owners track when they bought items and when they expire. Via a touch screen, the fridge can suggest recipes based on the items scanned; its Health Manager can tailor these according to a user’s weight, body mass index and so on. Part of LG’s ThinQ line, it can connect to a smart oven (setting it according to the recipe selected) and to LG’s Smart TV. As the Miami New Times put it, “The only thing it doesn’t have is mechanical arms to take food out of the fridge and prepare it.” The fridge is due on the market by late 2012. Image credit: Samsung 81
  • • Haier says its Smart Life appliances, which users can control remotely, will help people “do more, worry less, and save time.” These include a refrigerator and wine chiller. • The new TopBrewer from Danish company Scanomat is a high-end coffeemaker that looks like a faucet attached to the countertop. Users can control its various functions with an iPhone or iPad, and see when their beverage is ready. • Restaurant kitchens are getting smarter too. QSR Automations’ ConnectSmart Kitchen, for instance, helps to streamline preparation, directing tasks to workstations so that orders come out of the kitchen faster. Image credits: Haier; Scanomat 82
  • Distinguishing themselves from guides that offer ratings and a range of information about nearby restaurants, such as Yelp, Urbanspoon and Zagat, some apps help diners hone in on the best dishes around them. These crowdsourced platforms give diners a preview of what to expect, leverage the smartphone user’s urge to snap food shots and surface personalized recommendations. • Newcomer Forkly focuses on meal reviews as well as pictures, using this information to build a taste graph for each user and offer personalized recommendations. Users are encouraged to “earn influence points” and “become a top influencer for places and items.” • Two-year-old Foodspotting—which is nearing 2 million downloads—is a website and app that provides users with a photo-driven stream of tasty meals in locales around the world. People can search for meals by location and bookmark foods they want to try. Contributors photograph meals they like, tag the location and share (to keep things positive, users can’t post dishes they dislike). A recent update adds personalization features and emphasizes user reputation and social features. Image credit: Foodspotting 83
  • As e-commerce and brick-and-mortar retailing integrate and overlap, shopping will entail simply clicking—buying products from a smartphone or other device—and then having the order immediately delivered or collecting it at a physical location. Multichannel buying is fast and streamlined, with less time in lines and shorter waits than online-shopping delivery enables. Some supermarkets are setting up out-of-home displays where shoppers scan QR codes for desired items, then either get them delivered or pick them up in-store. Home Plus, the South Korean arm of Tesco, was out in front with this idea last year when it placed sheets of photorealistic billboard paper featuring pictures of goods, along with QR codes, in a subway station. Commuters can browse and pay for items with their phones while waiting for the train, and the goods are waiting when the purchaser gets home. Image credit: Recklessnutter 84
  • With more people using smartphones, QR codes and other experiments in connecting the physical product with the digital world are proliferating. The likelihood that consumers will actually scan these codes is slowly rising—in November, a Forrester study found that 5% of American adults with a mobile phone scan any kind of 2D barcode, up from 1% in 2010. comScore reported a similar percentage for June 2011 among mobile users in France, Germany, Italy, Spain and the U.K. For now, the codes link brands with early adopters. • The European Union is looking into ways to use QR codes to provide independent third-party information regarding functionality, traceability and sustainability of ingredients. • Some codes lead to recipe information. Kraft is rolling out QR codes on five cheese products that lead to recipes; the aim is to provide cooking “inspiration.” Similarly, Pacific Natural Foods will put the codes on packaging to provide recipes and other info (how-to videos, shopping lists, etc.). Marmite uses Blippar, a technology that employs image recognition to trigger virtual content on a mobile screen, to relay recipes. • Codes can also lead to exclusive content. A promotion last August from Taco Bell, a sponsor of MTV’s Video Music Awards, involved QR codes on cups and boxes that led to MTV footage. • Heinz used QR codes on ketchup bottles in participating U.S. restaurants last November for a social promotion that enabled people to send thank you messages to military service members or veterans. For every code scanned, Heinz donated money to the Wounded Warrior Project. • Cadbury has turned its packaging into a game in the U.K. using Blippar. Most Cadbury bars carry the augmented reality-style game, which will change over time. Image credit: Blippar 85
  • • One theme here is a trend we’ve termed Worlds Colliding: the borders between the online and “real” worlds becoming fuzzier. As smartphones proliferate and tablets too, more people are fluidly toggling between digital and physical space; we’re also seeing the introduction of other “smart” devices (i.e., Internet-enabled). Marketers will need to holistically and seamlessly bridge platforms and worlds. • This will mean everything from promoting mobile apps to enabling multichannel purchasing and experimenting with packaging as a platform, which extends the brand message and presents largely untested opportunities for games, special offers, social interactions and education. • Another ongoing trend here is Hyper-Personalization: Consumers will come to expect a personalized digital realm that offers up what they are most likely to need or want based on location, interests, social network and so on, rather than a Web that offers vast stores of material. Brands will need to smartly filter content, messaging and recommendations to individual tastes and other factors (location, device used, time of day, etc.), much as online ads are targeted. The countertrend: a newfound interest in reintroducing randomness, discovery and different perspectives to our lives. 86
  • Increasingly, brands are applying game mechanics (leader boards, leveling, stored value, privileges, superpowers, status indicators, etc.) to non-gaming spaces in an attempt to drive certain actions or behaviors. This is more than brand-sponsored games—consumers are engaging in brand communities, content or campaigns through incentives and rewards modeled on behavioral economics. In food, gamification can help to motivate not only good eating habits (e.g., Foodzy) but also customer creativity and engagement. • Apps That Gamify Eating • Gamifying the Business Model • What It Means for Brands Image credit: darioalvarez 87
  • Mobile media is putting a new spin on competitive eating, thanks to apps that encourage users to eat less or better, rate food and post pictures for bragging rights and more. Foodzy, an Amsterdam-based startup that got off the ground last year, turns self-tracking into sport: People aiming to lose weight and/or simply adopt healthier habits can compare what they’ve eaten with friends and compete to reach goals while keeping tabs on their consumption. The tool tries to keep things light with some badges unrelated to good behavior, like a BBQ badge for frequent grillers. Foodspotting, a visual app as the name suggests, puts the emphasis on specific dishes and documenting the foodie experience, with users encouraged to take photos of restaurant dishes and compile themed lists of favorites. Contributors earn “virtual tips” and can become “dish experts,” but the app also relies on social media’s innate competitiveness. The one-upmanship so common on Facebook—food photos often stir envy—becomes more explicit here. Image credit: Foodzy 88
  • Elements of gamification in food have been around for at least as long as the McDonald’s-Monopoly partnership. When Foursquare entered the scene, gamification came easy, with check-ins earning users mayorships, badges and discounts at participating establishments. Taking it a step further, last year the Buffalo Wild Wings chain teamed up with SCVNGR, the location-based gaming platform, for an interactive competition leading up to NCAA’s March Madness; 184,000 people participated across the U.S. And Starbucks partnered with Lady Gaga for SRCH, a scavenger hunt that incorporated QR code-scanning with smartphones. But 4food in New York, which opened in 2010, is one of the first restaurants to integrate gamification into its business model. Patrons of the burger joint can customize their order—choosing from a dizzying number of possible combinations—and name it, and the burger gets added to the “Buildboard Chart.” Others can then buy the same combo, earning the creator 25 cents a pop to use at the restaurant. Customers can compete for the top slots using social media to create buzz, marketing the restaurant in the process. Image credit: 4food 89
  • • Broadly, “gamification” can increase brand loyalty and engagement, push people to exercise influence over their peers and/or get them to consider buying something, doing something or going somewhere for the first time. Brands can encourage competition or a competitive spirit to drive desired results, or add a sense of play or fun into traditional promotions or everyday activities. • Gamification can be a great tool in motivating good behavior, and we’ll see more attempts to drive good eating habits through competition or simple reward incentives. For instance, restaurants could team with weight-loss programs to reward diners when they choose healthier alternatives. • While technology is a major driver here, we’ll also see brands using analogue techniques as simple as smiley faces to inject gaming elements. Brands that use game mechanics most successfully will allow users to define their own goals and provide multiple scenarios in which they can earn points and achieve rewards. * To learn more about All the World’s a Game, see our 10 Trends for 2011. 90
  • More flat surfaces are becoming screens, and more screens are becoming interactive. Increasingly we’ll be touching them, gesturing at them and talking to them. This is opening up novel opportunities to inform, engage and motivate consumers, whether through screens at restaurants, on vending machines and kiosks, or via out-of-home ads. • Screened Dining • Kiosks/Vending Machines • Interactive Out-of-Home Ads • What It Means for Brands Image credit: waldyrious 91
  • Screens are slowly getting integrated into the restaurant experience, replacing menus or even workers and adding some entertainment. Interactive Tables: Technologies such as the Draqie interactive table and Microsoft Surface allow customers to browse menus and conveniently order by touching, tapping and swiping. In New York, a restaurant at high-end department store Barney’s features 30 individual screens in a large communal table that’s covered in glass. Diners can digitally order their meal, then browse the store’s catalog while eating. At London’s Inamo restaurants, E-Table technology grants customers control over their dining experience: A ceiling projector effectively turns the tabletop into an interactive screen that diners can navigate using a built-in mouse; they can view menus, play games, change the virtual tablecloth and even order a taxi. Image credit: Draqie 92
  • E-menus: E la Carte’s Presto and TableTop Media’s Ziosk are tablets that allow diners to order and pay from a device at their table. iPads work well too: Delta Air Lines has installed them at some of its airline-terminal restaurants, while the device enables patrons at restaurants like Stacked in California to customize their dishes, place orders and pay. Restaurants are also putting wine lists on iPads, making them easily searchable by category, including price. Screens Over Cashiers: McDonald’s has been adding touch-screen terminals on which customers can browse the menu, order and pay. The company has more than 800 self-order kiosks in Europe and, in May 2011, said it was considering expansion of the initiative. Image credits: E la Carte; Delta; McDonald’s 93
  • FIGURE 10A: Percentage of American and British adults who would be very or somewhat comfortable doing the following: Millennials (21-34) Gen Xers (35-47) Boomers (48-67) 87 Browsing an interactive menu on a tablet or digital surface instead of a paper menu 72% 74 55 70 66% 51 Using an automated system to get my waiter’s attention 74 62% 63 48 71 Placing my order with an automated system instead of the waiter/waitress 56% 59 Male Female Browsing an interactive menu on a tablet or digital surface instead of a paper menu 70 63 Paying for the meal with an automated system 78 Paying for the meal with an automated system FIGURE 10B: Percentage of American and British adults who would be very or somewhat comfortable doing the following: 65 59 Using an automated system to get my waiter’s attention Placing my order with an automated system instead of the waiter/waitress Using a self-serve kiosk to assign me a table at a restaurant instead of the host/hostess 62 54 52 48 54 45 37 Using a self-serve kiosk to assign me a table at a restaurant instead of the host/hostess 69 58 55% 37 *For generational and gender breakdowns by country, see Appendix. 94
  • Video rental kiosks from Redbox, Blockbuster Express and others have brought touch-screen technology to the everyday vending experience. More recently, prototype machines have hinted at the potential for using interactive screens to enable social media sharing and customized recommendations. Intel and Kraft’s “Meal Planning Solution”: This touchscreen kiosk helps users plan their shopping, pick recipes and try free samples. Using facial recognition via a built-in camera, the device creates a basic profile (such as age and gender). Shoppers can then browse through menus, select dishes and download a related shopping list onto their phone. PepsiCo’s Social Vending System: This prototype features a large touch screen that allows users to send a soda to friends. Customers select a beverage, then enter the friend’s name, mobile number and a text message, which includes a code for redemption at another machine; users can also record a short video message, making the experience even more dynamic. For the altruistic, there’s an option to send a beverage to a stranger. Image credits: Pepsi; Intel 95
  • Interactive screens on out-of-home digital media allow for all kinds of innovative ways to communicate with passersby. They offer a way to gamify the simple bus-stop ad or billboard, making marketing messages more fun and helping to amuse commuters. They can add utility, enabling consumers to locate stores, reserve restaurant tables or request more information. Built-in social networking capabilities compress the sharing process to a simple touch of the button or wave of the hand. Consumers can also be connected with strangers for engaging social experiences. • British cider brand Bulmers installed interactive HD screens at various U.K. bus stops. People waiting for the bus could drag virtual fridge magnets to create words and phrases, and share these with friends via social media. A few examples: • In Helsinki, local restaurant Lämpö placed a touch screen at a tram stop that allowed users to reserve tables. • In a 2011 campaign, Philadelphia Cream Cheese sponsored touch screens at bus stops in major Irish cities, enabling commuters to view the brand’s commercials, browse recipes and even email these to themselves. Image credits: DDFH&B; clearchannel.co.uk 96
  • • Interacting with screens in more ways and more places will become a part of everyday behavior for many consumers as technology rapidly advances, costs drop, and retailers and marketers find innovative ways to implement interactive screens. These screens can help to educate customers, entertain, engage and provide unique utility beyond that offered by traditional media. • For retailers, screens present an opportunity to embed interactive elements of the online experience in the physical store. Screens can provide more details about the products and services a customer is most interested in, and eventually even customized information (via facial recognition and profiling technologies). They also allow retailers to extend communication with customers outside business hours. • Touching, tapping and swiping will be second nature to the youngest generation as screens become seamlessly embedded into more of our daily experiences. Down the road, we’ll see new kinds of surfaces becoming interactive, from windows and mirrors to floors. * To learn more about Screened Interactions, see our 10 Trends for 2012. 97
  • Retail spaces are increasingly serving as a “third space” that’s only partly about consumption. Supermarkets and other foodcentric outlets are becoming as much about experiences, unique environments and customer service as they are about simply buying goods. • Food Halls • Communal Eating • Shops That Do More • What It Means for Brands Image credit: .Italo Treno - NTV S.p.A. 98
  • Concept markets are offering an experience that encompasses shopping, dining and snacking—a destination that’s an end in itself. They re-create the idea of the traditional public market—think such popular spots as La Boqueria in Barcelona and Pike Place in Seattle—or European food hall and amp up the experience. • Eataly, which started out in Torino in 2007, now operates in six other Italian cities and another half-dozen Japanese locations, as well as New York City. It’s a Disneyland of sorts for Italian food lovers, with the Manhattan outlet offering a wide range of mostly Italian products (from pasta and wine to housewares and fresh foods); a coffee bar, a gelato bar and sit-down dining, including a beer garden; and some cooking classes. According to some reports, Eataly will expand to Los Angeles, Washington, D.C., Toronto and Mexico City over the next decade. • In Madrid, the Mercado San Antón, a former street market, is now an enclosed three-floor space that combines traditional food shopping with small food stands and a restaurant, cooking demonstrations and nightlife. • The Plaza Food Hall by Todd English, at The Plaza hotel in Manhattan, incorporates several food stations, a wine bar, a specialty-foods market and cooking demonstrations. In the spring it will expand to include outlets of several wellknown New York food merchants. “It’s a whole experiential offering,” says the managing partner behind it. Image credit: The Plaza Food Hall 99
  • While communal eating is a way of life in some cultures, the West has dispatched with even the family meal. But increasingly people are looking to food as a way to foster more real-life interactions with new faces, thanks perhaps to a backlash against isolation in the digital world or a craving for more random, unique interactions. traveling. The service has more than 30,000 registered users. In Canada, The Social Feed is a similar concept that operates in Vancouver and Toronto. And more broadly, Eat With Me focuses on “connecting people through food,” enabling users to create events or join one. Communal seating is becoming a popular option at restaurants, putting strangers elbow to elbow. And that’s one of the draws of supper clubs, the informal, homebased periodic restaurants that started springing up a few years ago. Last autumn in New York, the nonprofit Friends of the High Line staged a Social Soup Experiment, where attendees sat at a communal table for a one-pot meal. Grubwithus, which touts itself as a way to “Eat with awesome people,” is a website and now an app that lets users buy seats for 10-person communal dinners at restaurants in a dozen U.S. cities. Like-minded people can cluster together around interests like wine, startups and Image credit: Grubwithus 100
  • We’re seeing more retailers that strive to create stimulating gathering spaces for home cooks and foodies. • The new Haven’s Kitchen, in a Manhattan carriage house, offers a “warm and dedicated community” focused around cooking classes, but there’s also a market with coffee, baked goods, specialty pantry ingredients and housewares, and a monthly supper club. The focus is on local, sustainably grown foods. • At The Brooklyn Kitchen, shoppers can buy state-of-theart knives, then take a class on how to use them. The store sells kitchen essentials and foods, and includes a teaching space, where the focus is on a range of skills, many of them old-school, such as butchering, canning and pickling. • Shed is a planned market, café, events center and retail space due to open in fall 2012 in foodie-centric wine country in Northern California. The owners expect to offer al fresco dining, workshops and regional farm produce at the Healdsburg store. Image credits: Haven’s Kitchen; The Brooklyn Kitchen 101
  • FOOD OUTLETS AS THE THIRD SPACE FIGURE 11A: Percentage of American and British adults who agree: Millennials (21-34) Gen Xers (35-47) I would be interested in shopping at a grocery store that offers something a little extra that is different from their day-to-day service, like a special event, speaker or class 74 63% 66 48 If the restaurants I like held special events (classes, entertainment, a speaker series, etc.), I would likely check them out I like the idea of communal tables at restaurants and the ability to interact with other diners Boomers (48-67) 72 59% 61 43 FIGURE 11B: Percentage of American and British adults who agree: Male Female I would be interested in shopping at a grocery store that offers something a little extra that is different from their day-to-day service, like a special event, speaker or class 59 58 If the restaurants I like held special events (classes, entertainment, a speaker series, etc.), I would likely check them out I like the idea of communal tables at restaurants and the ability to interact with other diners 56 52 39 30 55 42 40% 22 *For generational and gender breakdowns by country, see Appendix. 102
  • • The downturn made many consumers more discriminating; a retailer that can’t compete on price needs more points of differentiation. At the same time, consumers can get most everything they need online, or via multichannel shopping (see Smarter Shopping), but they still have a need to connect face-to-face and to interact with live sales/service people and the product. This means the in-store experience is increasingly paramount, and spaces that provide something uniquely fun, helpful, satisfying or distinctive will attract shoppers and diners’ attention. In offering A-plus service and experiences—education, entertainment, a place to socialize—that go beyond the typically transparent attempts at driving sales, retailers give consumers more reasons to enter their spaces and spend time with their products. • The challenge is to creatively rethink spaces, turning them into places where customers can test merchandise, find a unique selection all under one roof, simply sit and chat, interact with engaging/informative screens, attend entertaining or educational events, or enjoy a meal. As important: providing knowledgeable and helpful staff who can help make repeat trips to the store worthwhile. * To learn more about Retail as the Third Space, see our 10 Trends for 2011. 103
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  • SUDHIR KANDULA, America’s Next Great Restaurant contestant Kandula has traveled many miles in search of incredible food, even moving to Paris for a few years to understand food, eat a lot and learn how to cook better. In 2011, he was a runner-up on the NBC show America’s Next Great Restaurant. His mission is to reset America’s perception of Indian food, and he hopes to launch Tiffin Box (his proposed concept on America’s Next Great Restaurant), Ashram (a vegetarian concept) and edibleIndia.tv to showcase the delicious and surprisingly healthy cuisine from India’s coasts. Kandula works as VP of enterprise sales at SinglePlatform. He has a master’s in electrical engineering and also graduated from the culinary program at the Cordon Bleu in Paris. What’s the most exciting thing happening in your corner of the food realm right now? My corner of the food realm is rather unique—I was a runner-up on a food reality TV competition, I consider myself a very well-educated and highly opinionated eater, a bit of a specialist on ethnic cuisines, a former restaurateur and soon to be the founder of a great fast-casual Indian restaurant. I am rather excited about the return of smaller/more intimate eating venues (Brooklyn Fare), the resurgence of truly worldclass ethnic cooking (Pok Pok [in Portland, Ore.], Red Farm, Danji, Tulsi, Dosa), and healthier and gourmet fast-casual fare (Spice Kit [in San Francisco]). I am also quite excited to see molecular gastronomy fading and the push to get more fruit and vegetables to underserved communities. What do you think has changed significantly in the past few years? The availability of better and more exciting options for lunch in urban areas for $10 or less. I was an early advocate for the proliferation of food trucks—they get people out, you socialize a bit while you wait and get amazing food (most of the time) for a very reasonable price. I hope they go from strength to strength in the next few years. 105
  • What are some of the key factors that have been driving these shifts? One of the key factors for these changes is boredom—people are getting jaded with food. Whether it be in the realm of fine dining or fast casual, we were being fed more of the same. The proliferation of cooking shows also contributes to a more demanding diner. Any other trends you’ve been noting? I see culinary technology getting away from being gimmicky (foams, airs, gels, etc.) to being true game changers (help with faster braising). I think pressure cookers will be as common as they are in third world countries. The juice diets will die out soon—I find them incredibly irritating. The return to common sense is what I hope for. What are a few things you see bubbling up? Americans consuming a greater bio-diversity (thanks to the likes of [Noma chef] René Redzepi), consuming smaller quantities of meat, smaller portions. I want to be a part of a generation that will work to make better ingredients available to all—no matter their economic status. On an unrelated note, I would love to bring true Singapore-style hawker stalls to America— ethnic, artisanal, delicious and inexpensive. 106
  • APPENDIX: ELISE KORNACK ELISE KORNACK, co-founder, Take Root; Chopped contestant Kornack recalls her childhood home often smelling of tomatoes, basil and garlic—her mother always started pasta sauce on Saturday morning for Sunday dinner. After graduating from college, she moved to New York City to work at The Spotted Pig and more recently served as sous chef at Aquavit. She also appeared on Food Networks’ Chopped as a contestant and winner. In September 2011, Elise and her partner founded Take Root, which combines the ideals of eating seasonally and locally with principals of practicing yoga. An offset of Take Root is Brooklyn Rooted, private and unique dinner parties featuring seasonal, artisanal cuisine. Kornack hosts Brooklyn Rooted dinners through the website SideTour, which she explains here. What’s the most exciting thing happening in your corner of the food realm right now? Small, intimate dining experiences—like our Brooklyn Rooted—where the chef is able to speak to the diners. It seems that conversation between the guests regarding growing, making and eating food is happening naturally, and as a result the diners are able to understand how a chef transforms inspiration, processes ingredients and composes menus. What do you think has changed significantly in the past few years? Because everyone is trying to do farm-to-table cuisine, there is much less variety when dining out, and thus chefs are seemingly a bit complacent in their efforts to create new flavor profiles. The menus are a bit stagnant, little imagination or precision, the attitude of, “It’s winter, so we will get through the next few months by roasting every root vegetable at the market.” Every restaurant has a version of roasted beets—roots are not the only available produce in January; similarly, pork is certainly not the only protein. January’s harvest is actually rather abundant with interesting ingredients, like turmeric root, sunchokes and black radish. Not to mention, simply serving vegetables raw makes them taste as fresh as they do in July. 107
  • What are some of the key factors that have been driving these shifts? For myself, some of the factors driving these new developments would be environmental awareness, interest in health, wellness and nostalgia for childhood/simpler times. I constantly find myself making choices that will protect my planet, my body, my mind and fill my heart with memories of cooking with my family. Any other trends you’ve been noting? I have noted a shift in where people acquire recipes and suggestions on where to dine. There is nothing more satisfying to me than opening up a cookbook and paging through, sometimes looking at pictures but always being inspired by where I bought the book or who gave it to me. Now, apps and programs have taken the place of recipe bookkeeping and exchanging ideas by word of mouth—losing the intimacy in cooking and inspiration from our families or regional, seasonal produce. What are a few things you see bubbling up? I anticipate a shift towards lifestyle cuisine: developing eating habits that are not radically nutritious but more environmentally and socially conscious. I hope to see more chefs creating menus that are in tune with not only seasonal produce but also our body’s response to variables like temperature, moisture, time of day and our relationships, similar to the Ayurvedic principle of doshas (a dosha: one of three bodily humors that make up one’s constitution, according to Ayurveda)—transforming typical boring vegetarian cuisine so that it’s preferred for both taste and physiological benefits. 108
  • MICHAEL LEE, founder, Studiofeast Lee is the founder of Studiofeast, a culinary collective that creates new dining experiences with pop-up events. Studiofeast events are a platform for new ideas in dining but are all firmly rooted in the pursuit of a great time. Lee is a self-trained cook who raises the flag for the home chef and aims to inspire everyday people to pursue their creative passions (cooking or otherwise) to a level beyond anything they have imagined. By day, Lee is director of strategy with Bond Strategy & Influence in New York, a marketing consulting agency. In his spare time, he enjoys running, pork products and whiskey. What’s the most exciting thing happening in your corner of the food realm right now? I’m excited by the prospect of having more authentic storylines associated with the food we eat. We’re living in a world where digital media has knocked over the fourth wall of how food is made at every step—how it’s farmed, handled and cooked—and it’s creating an environment where anyone dealing in food is going to look suspect if they can’t credibly tell how or why the food exists. Things like traceability and provenance are becoming standard expectations among the dining public, and that’s a positive force for sure. But I’m most thrilled by seeing better stories being told by and about the chefs, farmers and purveyors who make the food we love. Things like what McSweeney’s has done creating amazing narratives behind the world of Dave Chang/Momofuku with Lucky Peach (both print and the upcoming iPad app) and telling the wonderful story of Mission Street Food in San Francisco. Food52, which raises the bar on what a recipe website should be and going the extra mile to tell stories about cooking that are much more useful and real than anything you see on the Food Network. Or the multitude of opportunities for farmers using Twitter/ Facebook to connect urban farmers and market-goers with their farms. It’s also what we at Studiofeast have been doing— creating unique social experiences that tell more of a story with the food we serve. 109
  • This is the kind of thing digital media was meant to be used for, and I think the food world is getting more adept with it today. Having a story is so important, because on the production side (chefs, purveyors, farmers, etc.) it lets you differentiate yourself much better and creates ways to engage with eaters in a way that people have rarely been able to do. If you look at Lucky Peach, it’s brilliant what they did by diving into the mind of Chang and his obsessions, his adventures and his quirks. Diners can now connect with his food on a much more interesting level. It can boost the enjoyment factor for a diner, but it also creates a demand for food that has nothing to hide. The more that people who make food can tell real, credible and compelling stories, the better we are as a whole, because it marginalizes those who obfuscate how food is made. What inspired Studiofeast and the idea of creating unique social experiences that involve telling a story around food? Studiofeast sprang out of the notion that the dinner parties I had with my friends at home were some of the best times I’ve ever spent, despite there being such a wealth of great dining to be had in NYC. We started the group to put on events that re-created the level of food you’d find at a nice restaurant but had the feel of being in your friend’s living room for a casual dinner. When you put strangers in a room together and give them all a shared experience with food, great things happen and connections are made. The story that comes across in the food—either through an overall theme or through our own interactions with our guests— is what gives everyone something to react to as a group. When you’re in a restaurant, you’re there with your own group, ordering your own food and your own wine—there really isn’t anything you have in common with other people in the room. What we do is put people on the same page with that story, and love it or hate it, you’re all in it together and you can start to bond over it. Every year, we do our “Last Meal,” where we create dishes based on a survey of our mailing lists’ last meal wishes. Within minutes, everyone is on a first-name basis because it’s that question that breaks the ice and starts a conversation across the table. 110
  • APPENDIX: STEPHANIE STIAVETTI STEPHANIE STIAVETTI, food blogger (TheCulinaryLife.com) and writer Stiavetti is a food writer in the San Francisco Bay Area. She particularly loves cooking adventurously, taking everyday foods and making them edible by anyone, regardless of dietary restrictions. She writes the food blog TheCulinaryLife.com and writes for media outlets including NPR, KQED and the Huffington Post. Her first book, Melt: the Art of Macaroni and Cheese, is due out in 2013 with co-author Garrett McCord. What’s the most exciting thing happening in your corner of the food realm right now? Lots of lovely things are going on in the Bay Area—super-unique artisan cocktails are in right now, cookbook reading groups are making a resurgence, and macaroni and cheese contests have been popping up (usually small community groups as opposed to those run by a brand or business). Coconut products have been popping up as well. What do you think has changed significantly in the past few years? People are still holding strong on DIY projects (making their own at home versus buying at the store), but they’re beginning to make a turn back to fast and easy, and trying to find an intersection of the two. What are some of the key factors that have been driving these shifts? People are starting to find jobs again as the economy begins to see a little light, so time is again a commodity. Any other trends you’ve been noting? I’m seeing lots of comfort food done with healthy alternative ingredients: bread pudding, but with agave and quinoa, or macaroni and cheese salads with gluten-free pasta and farm-fresh feta. Gluten-free products have matured quite a bit, going from niche to mainstream in their elegance and style, making them dishes you’d be proud to serve at a dinner party or other event. 111
  • APPENDIX: STEPHANIE STIAVETTI (cont’d.) What are a few things you see bubbling up? Vinegars seems to be becoming more popular, with folks buying more unique artisan acid flavors to accent their dishes, and pies are making a huge comeback. Also, petit fours might be appearing more, so I’d keep an eye out for those. 112
  • Image credit: avlxyz
  • FIGURE 2F: FIGURE 2G: Curbing Food Waste (U.S.) Curbing Food Waste (U.K.) Percentage of American adults who agree: Percentage of British adults who agree: Millennials (21-34) I’m concerned about the environmental impacts of food waste Gen Xers (35-47) Boomers (48-67) 72% 71 90 87 88% 87 82 72 71 Boomers (48-67) 77 77% 80 73 I would respect a grocery store or restaurant that made an effort to curb food waste I’ve tried to cut down on the amount of food waste I produce for the sake of the environment Gen Xers (35-47) I’m concerned about the environmental impacts of food waste 72 73 Millennials (21-34) 75% 92 I would respect a grocery store or restaurant that made an effort to curb food waste I’ve tried to cut down on the amount of food waste I produce for the sake of the environment 89 90% 89 87 85 85% 82 114
  • FIGURE 2H: FIGURE 2I: Curbing Food Waste (U.S.) Curbing Food Waste (U.K.) Percentage of American adults who agree: Percentage of British adults who agree: Male Female I’m concerned about the environmental impacts of food waste Male I’m concerned about the environmental impacts of food waste 64 71 I would respect a grocery store or restaurant that made an effort to curb food waste I’ve tried to cut down on the amount of food waste I produce for the sake of the environment Female 87 89 72 76 65 82 I would respect a grocery store or restaurant that made an effort to curb food waste I’ve tried to cut down on the amount of food waste I produce for the sake of the environment 85 94 79 91 115
  • FIGURE 2J: FIGURE 2K: Who Has a Responsibility to Curb Food Waste (U.S.) Who Has a Responsibility to Curb Food Waste (U.K.) Percentage of American adults who agree: Percentage of British adults who agree: Millennials (21-34) Gen Xers (35-47) Boomers (48-67) 86 Restuarants have a responsibility to help curb food waste 83% 85 Millennials (21-34) Gen Xers (35-47) Boomers (48-67) 88 Restuarants have a responsibility to help curb food waste 79 88 90 Brands and manufacturers have a responsibility to help curb food waste 79 82% 77 79 Grocery stores have a responsibility to help curb food waste 82 78% 90 Brands and manufacturers have a responsibility to help curb food waste 85 91 Grocery stores have a responsibility to help curb food waste 87 55 87% 84 82 68 87% 85 73 The government has a responsibility to help curb food waste 87% 86 68% 91 The government has a responsibility to help curb food waste 85 82% 70 116
  • FIGURE 2L: FIGURE 2M: Who Has a Responsibility to Curb Food Waste (U.S.) Who Has a Responsibility to Curb Food Waste (U.K.) Percentage of American adults who agree: Percentage of British adults who agree: Male Female Male Restuarants have a responsibility to help curb food waste 81 85 Brands and manufacturers have a responsibility to help curb food waste 80 81 Grocery stores have a responsibility to help curb food waste The government has a responsibility to help curb food waste 75 79 63 67 Female Restuarants have a responsibility to help curb food waste 84 Brands and manufacturers have a responsibility to help curb food waste 83 Grocery stores have a responsibility to help curb food waste 85 The government has a responsibility to help curb food waste 92 90 90 78 82 117
  • FIGURE 3C: FIGURE 3D: Food Packaging (U.S.) Food Packaging (U.K.) Percentage of American adults who agree: Millennials (21-34) Gen Xers (35-47) Percentage of British adults who agree: Boomers (48-67) 88 Food manufacturers need to cut down on the amount of packaging they use 83% 80 82 Millennials (21-34) Gen Xers (35-47) Boomers (48-67) 84 Food manufacturers need to cut down on the amount of packaging they use 93 93 79 Most foods use too much packaging 78 87 78% Most foods use too much packaging 90 74 69% 65 I try to limit the amount of food packaging I waste each day 73 I make my food purchasing decisions based on how much packaging is used 80 71 61 58 42 43 28 38% 75% 73 67 I’m buying less bottled water because of the environmental impact of the plastic bottles 89% 89 77 I try to limit the amount of food packaging I waste each day 90% 63% 68 I’m buying less bottled water because of the environmental impact of the plastic bottles I make my food purchasing decisions based on how much packaging is used 61 62% 56 56 41 43% 31 118
  • APPENDIX: THE DEVIL WEARS PACKAGING (cont’d.) FIGURE 3E: FIGURE 3F: Food Packaging (U.S.) Food Packaging (U.K.) Percentage of American adults who agree: Percentage of British adults who agree: Male Female Male Food manufacturers need to cut down on the amount of packaging they use 81 85 74 Most foods use too much packaging 82 I try to limit the amount of food packaging I waste each day 66 72 I’m buying less bottled water because of the environmental impact of the plastic bottles I make my food purchasing decisions based on how much packaging is used 59 65 38 32 Female Food manufacturers need to cut down on the amount of packaging they use 87 94 86 Most foods use too much packaging 92 I try to limit the amount of food packaging I waste each day 69 84 I’m buying less bottled water because of the environmental impact of the plastic bottles I make my food purchasing decisions based on how much packaging is used 54 67 41 40 119
  • FIGURE 5C: FIGURE 5D: Going Behind the Scenes (U.S.) Going Behind the Scenes (U.K.) Percentage of American adults who agree: Percentage of British adults who agree: Millennials (21-34) Gen Xers (35-47) Boomers (48-67) 81 I like when commercials show me the “behind the scenes” story about the food I consume 71 I wish I knew more about how the food I eat is produced (how it is grown or who is growing it) Brands do not disclose enough information about the environmental impact of their food products, how their food is made or where the ingredients come from 76% 76 83 75% 73 69 83 71% 63 68 Millennials (21-34) I like when commercials show me the “behind the scenes” story about the food I consume I wish I knew more about how the food I eat is produced (how it is grown or who is growing it) Brands do not disclose enough information about the environmental impact of their food products, how their food is made or where the ingredients come from Gen Xers (35-47) Boomers (48-67) 81 68% 67 56 76 66% 67 55 78 72 70% 59 120
  • FIGURE 5E: FIGURE 5F: Going Behind the Scenes (U.S.) Going Behind the Scenes (U.K.) Percentage of American adults who agree: Percentage of British adults who agree: Male Female I like when commercials show me the “behind the scenes” story about the food I consume I wish I knew more about how the food I eat is produced (how it is grown or who is growing it) Brands do not disclose enough information about the environmental impact of their food products, how their food is made or where the ingredients come from Male 72 78 72 75 70 73 Female I like when commercials show me the “behind the scenes” story about the food I consume I wish I knew more about how the food I eat is produced (how it is grown or who is growing it) Brands do not disclose enough information about the environmental impact of their food products, how their food is made or where the ingredients come from 64 68 62 65 67 69 121
  • APPENDIX: LIVE A LITTLE FIGURE 6C: FIGURE 6D: Living a Little (U.S.) Living a Little (U.K.) Percentage of American adults who agree: Percentage of British adults who agree: Millennials (21-34) Gen Xers (35-47) Boomers (48-67) An indulgent snack/ meal every once in a while gives me a nice break from the dayto-day grind 98 85 89 89 89% 88 88 86 85% Gen Xers (35-47) Boomers (48-67) An indulgent snack/ meal every once in a while gives me a nice break from the dayto-day grind 93 89 85 Life is too short not to have an indulgent snack/meal every once in a while 88% 89 91 85 Even if money is tight, I deserve to splurge on a nice meal every once in a while 82% 77 84 89 89 89% 88 88 86 80 90% 89 80 There is so much pressure to have perfect nutrition habits that once in a while I need to indulge myself and take a break I wish that I wasn’t reminded of how I should keep a healthy diet to improve my lifestyle every time I turn around 90% 87 Life is too short not to have an indulgent snack/meal every once in a while Even if money is tight, I deserve to splurge on a nice meal every once in a while Millennials (21-34) 85% 80 There is so much pressure to have perfect nutrition habits that once in a while I need to indulge myself and take a break I wish that I wasn’t reminded of how I should keep a healthy diet to improve my lifestyle every time I turn around 76 77% 76 69 65 65% 61 122
  • FIGURE 6E: FIGURE 6F: Living a Little (U.S.) Living a Little (U.K.) Percentage of American adults who agree: Percentage of British adults who agree: Male Female Male An indulgent snack/meal every once in a while gives me a nice break from the day-to-day grind 88 92 Life is too short not to have an indulgent snack/meal every once in a while 89 89 Even if money is tight, I deserve to splurge on a nice meal every once in a while 85 Female An indulgent snack/meal every once in a while gives me a nice break from the day-to-day grind 85 92 Life is too short not to have an indulgent snack/meal every once in a while 87 87 Even if money is tight, I deserve to splurge on a nice meal every once in a while 83 84 There is so much pressure to have perfect nutrition habits that once in a while I need to indulge myself and take a break I wish that I wasn’t reminded of how I should keep a healthy diet to improve my lifestyle every time I turn around 72 78 56 60 80 There is so much pressure to have perfect nutrition habits that once in a while I need to indulge myself and take a break I wish that I wasn’t reminded of how I should keep a healthy diet to improve my lifestyle every time I turn around 74 79 68 59 123
  • FIGURE 10C: FIGURE 10D: Screened Dining (U.S.) Screened Dining (U.K.) Percentage of American adults who would be very or somewhat comfortable doing the following: Millennials (21-34) Gen Xers (35-47) Percentage of British adults who would be very or somewhat comfortable doing the following: Boomers (48-67) 87 Browsing an interactive menu on a tablet or digital surface instead of a paper menu 75% 80 58 76 Paying for the meal with an automated system 75 69% Millennials (21-34) Gen Xers (35-47) 86 Browsing an interactive menu on a tablet or digital surface instead of a paper menu 51 82 Paying for the meal with an automated system 74 64 65% 74 Using an automated system to get my waiter’s attention 58 56% 60 34 69 58% 62 43 70 63 44 62% 59 46 Using an automated system to get my waiter’s attention Using a self-serve kiosk to assign me a table at a restaurant instead of the host/hostess 67% 64 55 Placing my order with an automated system instead of the waiter/waitress Boomers (48-67) 59% Placing my order with an automated system instead of the waiter/ waitress Using a self-serve kiosk to assign me a table at a restaurant instead of the host/hostess 73 51% 52 29 69 48 48% 28 124
  • FIGURE 10E: FIGURE 10F: Screened Dining (U.S.) Screened Dining (U.K.) Percentage of American adults who would be very or somewhat comfortable doing the following: Percentage of British adults who would be very or somewhat comfortable doing the following: Male Female Male Browsing an interactive menu on a tablet or digital surface instead of a paper menu 73 66 Paying for the meal with an automated system 67 60 Using an automated system to get my waiter’s attention Placing my order with an automated system instead of the waiter/waitress Using a self-serve kiosk to assign me a table at a restaurant instead of the host/hostess 66 58 54 51 60 48 Female Browsing an interactive menu on a tablet or digital surface instead of a paper menu 64 59 Paying for the meal with an automated system 62 56 Using an automated system to get my waiter’s attention Placing my order with an automated system instead of the waiter/waitress Using a self-serve kiosk to assign me a table at a restaurant instead of the host/hostess 54 48 48 44 45 40 125
  • FIGURE 11C: FIGURE 11D: Food Outlets as the Third Space (U.S.) Food Outlets as the Third Space (U.K.) Percentage of American adults who agree: Percentage of British adults who agree: Millennials (21-34) Gen Xers (35-47) I would be interested in shopping at a grocery store that offers something a little extra that is different from their day-to-day service, like a special event, speaker or class 77 67% 71 53 If the restaurants I like held special events (classes, entertainment, a speaker series, etc.), I would likely check them out I like the idea of communal tables at restaurants and the ability to interact with other diners Boomers (48-67) 82 66 45 56 41 27 41% 64% Millennials (21-34) Gen Xers (35-47) I would be interested in shopping at a grocery store that offers something a little extra that is different from their day-to-day service, like a special event, speaker or class 69 56% 57 41 If the restaurants I like held special events (classes, entertainment, a speaker series, etc.), I would likely check them out I like the idea of communal tables at restaurants and the ability to interact with other diners Boomers (48-67) 58 52 50% 40 53 45 37% 14 126
  • FIGURE 11E: FIGURE 11F: Food Outlets as the Third Space (U.S.) Food Outlets as the Third Space (U.K.) Percentage of American adults who agree: Percentage of British adults who agree: Male Female Male I would be interested in shopping at a grocery store that offers something a little extra that is different from their day-to-day service, like a special event, speaker or class 64 61 If the restaurants I like held special events (classes, entertainment, a speaker series, etc.), I would likely check them out I like the idea of communal tables at restaurants and the ability to interact with other diners 62 56 41 33 Female I would be interested in shopping at a grocery store that offers something a little extra that is different from their day-to-day service, like a special event, speaker or class 50 54 If the restaurants I like held special events (classes, entertainment, a speaker series, etc.), I would likely check them out I like the idea of communal tables at restaurants and the ability to interact with other diners 47 46 36 27 127
  • 466 Lexington Avenue New York, NY 10017 www.jwt.com | @JWT_Worldwide www.jwtintelligence.com | @JWTIntelligence www.anxietyindex.com | @AnxietyIndex WHAT’S COOKING?: TRENDS IN FOOD CONTACT: Written and edited by Marian Berelowitz Ann M. Mack Director of trendspotting Ann M. Mack Trends strategists Jessica Vaughn William Palley Proofreader and contributor Nicholas Ayala Contributors Peter Mullaney Marian Berelowitz marian.berelowitz@jwt.com Aaron Baar Patty Orsini Sarah Siegel Deanna Zammit Design 212-210-7378 ann.mack@jwt.com @annmmack © 2012 J. Walter Thompson Company. All Rights Reserved. JWT: JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues its dominant presence in the industry by staying on the leading edge— from producing the first-ever TV commercial in 1939 to developing award-winning branded content for brands such as Smirnoff, Macy’s, Ford and HSBC. JWT’s pioneering spirit enables the agency to forge deep relationships with clients including Bayer, Bloomberg, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). JWTIntelligence: JWTIntelligence is a center for provocative thinking that is a part of JWT. We make sense of the chaos in a world of hyper-abundant information and constant innovation—finding quality amid the quantity. We focus on identifying changes in the global zeitgeist so as to convert shifts into compelling opportunities for brands. We have done this on behalf of multinational clients across several categories including pharmaceuticals, cosmetics, food, and home and personal care. 128