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What's Cooking? Trends in Food (February 2012)
 

What's Cooking? Trends in Food (February 2012)

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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 ...

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.

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    What's Cooking? Trends in Food (February 2012) What's Cooking? Trends in Food (February 2012) Presentation Transcript

    • Image credit: avlxyz
    • • Introduction• Methodology• Trends in Food• Appendix – Influencer/Expert Q&As – Additional ChartsA note to readers: To make the report easy to navigate, we’ve added hyperlinks to this page and the Trends in Food pages, soyou 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, heirloomvegetables? Yet at the same time we’re reconnecting with our past, looking to eat morecommunally 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 toround up everything of note in the wide world of food and beverage. Rather, it focuses on eightof the relevant macro trends we’ve highlighted in the past few years, plus three overarchingtrends 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 researchconducted 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 surveyed1,270 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, ELISE KORNACK, MICHAEL LEE, STEPHANIE STIAVETTI,America’s Next co-founder, Take Root; founder, Studiofeast food bloggerGreat Restaurant Chopped contestant (TheCulinaryLife.com)contestant and writer *To read our Q&As with these influencers/experts, see Appendix. 4
    • 1. FOODIE CULTURE 2. FOOD AS THE 3. THE DEVIL WEARS 4. HEALTH AND 5. MAXIMUM 6. LIVE A LITTLE • Food as Theater NEW ECO-ISSUE PACKAGING WELLNESS DISCLOSURE • The Lipstick Index • Food Fairs • Spiking Food • BYO Containers • Fooducate • Labeling Effect Prices • Reusable • Nutrition Scores Legalities • A Little Serving • Food by Subscription • From Staples to Packaging • Fat Taxes • Tell-All Vending of Sin Luxuries • Hydration Stations Machines • Fearless Eating • Healthy and Fresh • Greener Supply Vending Machines • Going Behind • Kitchen- Chains the Scenes Restaurants • Gluten-Free • Greening • Visual Fluency • Roots Revival Restaurants • Hold the Salt • Antique Eats • Carbon Footprint • Inhaling • Moonshine Labeling • Smart Lunchrooms • Heirloom • Curbing Food • Organic Fast Food Everything Waste • What’s New in • New Nordic • Veering Vegan/ Functional Foods Cuisine Vegetarian - Food, Ph.D. • Beer Sommeliers • Insects as Protein - Artery-Cleaning • Beer Cocktails • Artificial Meat Foods • High-End • Sustainable - Mushrooms Techniques Palm Oil - Matcha for Amateurs • Rooftop Farming - Slow Beverages - Greek Yogurt - Spices - Juicing Up Coconut - Nutricosmetics 5
    • 7. NAVIGATING THE 8. GETTING 9. ALL THE WORLD’S 10. SCREENED 11. RETAIL AS THE NEW NORMAL “SMARTER” A GAME INTERACTIONS THIRD SPACE • Smaller SKUs • Smarter • Apps That Gamify • Screened Dining • Food Halls Cookbooks Eating • Kiosks/Vending • Communal Eating • Smarter Recipes • Gamifying the Machines • Shops That • Smarter Kitchens Business Model • Interactive Out- Do More • Smarter Ordering of-Home Ads • Smarter Shopping • Smarter Packaging 6
    • • Food as Theater • MoonshineYesterday’s gourmand has multiplied into factions of foodies all with • Food Fairs • Heirloom Everythingvarious passions centered around cooking, dining out and eating, • Food by Subscription • New Nordic Cuisineeating, eating. A foodie backlash may be under way, but food remains • Fearless Eating • Beer Sommeliersmore photographed, analyzed, critiqued and generally obsessed over • Kitchen- • Beer Cocktailsthan it’s ever been. Restaurants • High-end Techniques • Roots Revival for Amateurs • Antique Eats • What It Means for Brands Image credit: gwen 7
    • Foodies take their dining seriously, but that doesn’t mean • Le Fooding, a French gastronomic group, puts onit can’t be fun: We’ve seen the rise of theatrical events conceptual events like last year’s “Exquisite Corpse”:that turn eating into a high-concept production filled with Borrowing from the surrealist idea, the 48-hour New Yorksurprise and whimsy. event involved 12 successive dinners in which each high- profile chef was required to use some ingredients from • Last year several New York dining clubs banded together to the previous chef’s meal. serve an upscale six-course lunch aboard the L subway train as it traveled from Manhattan through Brooklyn. Invitees • The group Chicago Foodies has started a “Unique Dinner didn’t know what they were in for—they met at a given Series” to challenge chefs’ creativity. The inaugural intersection and then were guided underground. The event event, in January, was titled “16 Courses of Black.” wasn’t officially sanctioned, only adding to its allure. • At Dans le Noir, a restaurant with branches in several• “Dîner en Blanc,” an idea that began in Paris, is akin to European cities and New York, diners eat in the dark, only a “refined flash-mob feast,” as The New York Times put finding out what they ate after the meal. 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. 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 foodfairs: markets comprising vendors that each focus on a fewspecialty dishes or goods. For instance, New York foodiesflock to Smorgasburg, on the waterfront in Williamsburg, Brooklyn, which hosts about 75 vendors once a week duringnon-winter months.“Food raves,” markets that don’t require vendors to havepermits and insurance, are also popping up. In San Francisco,bands play at the periodic SF Underground Market, whichruns from late morning till the wee hours and requires“membership” for entry. Similar markets big and smalloperate in other cities, from The Secret Fork in L.A. to theDC Grey Market in Washington. Image credits: Smorgasburg; DC Grey Market 9
    • Old-fashioned monthly subscription services are on the • Craft Coffee sends three varieties of coffee per month,upswing, but rather than the typical wine or fruit of the all from small roasters around America.month, they offer curated selections for foodies who likethe idea of receiving surprise packages and staying attuned • Love With Food uses the “buy one, donate one” model,to what’s new and notable. donating a meal to a food bank for every box of “curated gourmet bites” purchased.• Gilt Taste’s selections—ranging from whimsical whoopie 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 While such items have been filtering onto restaurant plates popping up on menus of the more trendy variety, often for some time, today’s foodies are ordering them with anin conjunction with the nose-to-tail trend. In the U.S., eagerness that rivals Andrew Zimmern’s (the intrepid hostfoods not typically found in the American diet—such as of TV’s Bizarre Foods). These forays outside establishedcockscombs, alligator and lamb’s brain—are finding favor. comfort zones help people stand out in the social mediaThe hot L.A. restaurant Animal is filled with options mom stream and earn some cred among fellow foodies. Andlikely never cooked, including pig ears and sweetbreads. after years of broadening their palates, foodies haveIn the U.K., where such foods have also been shied away nowhere to go but the bizarre.from, Londoners are abuzz about Brawn, which serves pigs’trotters and head of veal.Insects are another “fear factor” ingredient gaining traction:A Mexican food cart in San Francisco, Don Bugito, focuseson exotic dishes like ice cream topped with caramelizedmealworms. Last year for Cinco de Mayo, Dos Equis’“Feast of the Brave” promotion in New York involveda food truck giving away free cricket, ostrich or vealbrain tacos. Image credit: brianplattcreative.com 11
    • The wall between the kitchen and the restaurant diningroom has been disappearing—allowing curious customers towatch the cooks in action—and now some restaurants areconflating the two altogether. For example, The Kitchen Restaurant in Sacramento, Calif.,offers a six-course meal, with diners encouraged to makethemselves at home. Chef’s Table at Brooklyn Fare, inBrooklyn, lets 18 guests watch the chef cook 20 or so smallplate courses.The concept lets curious foodies feel like true insiders and“unwraps the process” for patrons, providing the behind-the-scenes 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 fornational and regional foods, and cooking techniques uniqueto one’s heritage. In Greece, for instance, local brandsare prospering and touting their Greekness, while majorforeign brands are playing up Greek ingredients or “Madein Greece.”Last year, in an “Open Letter to the Chefs of Tomorrow,”members of the International Advisory Board of the BasqueCulinary Center reminded peers that “Through our cooking,our ethics, and our aesthetics, we can contribute to theculture and identity of a people, a region, a country. Wecan also serve as an important bridge with other cultures.”With foodies seeking out more “authentic” and homemade-style foods, there’s a robust market for distinctive foodsbeyond the geography in question. Image credits: Amazon [1], [2], [3] 13
    • The heritage trend is making its way to food, with chefsdigging up recipes and adding ingredients from yesteryear.The hot restaurant Dinner by Heston Blumenthal in Londonserves bygone British dishes. In Charleston, S.C., SeanBrock relies on traditionally Southern heirloom produce andheritage meats at his restaurant Husk, earning “best newrestaurant in America” honors from Bon Appétit in 2011.Some of this is for the more adventurous (e.g., Grant Achatz’sduck with blood sauce in Chicago), but in the U.K., at least,everyday consumers are preparing meats that hearken backto older eras, like pheasant, venison and wood pigeon. Image credit: dinnerbyheston.com 14
    • White lightnin’: This all-American corn whiskey—commonlycalled moonshine—is going legit as legal distilleries acrossthe U.S. churn out batches of the outlaw spirit. A Prohibitionfavorite, the unregulated throat-scalding liquor remaineda tradition in its ancestral home, the Southeastern U.S.Now, legal moonshine is charming upscale city slickers withthe authentic look of its packaging (it’s sold in glass bottlesand mason jars, which highlight moonshine’s signatureclear cast) and its high alcohol content (frequently up to120 proof).The new Discovery Channel series Moonshiners, which turnsthe camera on Appalachian bootleggers, may give a leg up tolegit cousins like Original Moonshine, Shine On Georgia Moonand 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 fromcorn to beans has been getting an “heirloom” designation,generally meaning an older variety that’s geneticallydistinct from commercial products. (“Heirloom” is mostlyused for crops, “heritage” for livestock.) The term isbecoming 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 foodiefocus has shifted to Copenhagen with the rising fame ofNoma, 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 androots, and simple but quality ingredients. The Los Angelesrestaurant Forage, for example, is—as its name implies—based around foraged ingredients. Image credit: Forage 17
    • Beer Sommeliers: As beer garners more respect in foodieculture—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 sevenSommeliers of the Year. In 2011, Oxford University Presspublished the first edition of The Oxford Companion to Beer.Watch for more sommeliers or “Cicerone,” as the 300-plusindividuals 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 withvarious spirits, giving cocktails a new depth and complexity.The “green devil,” for example, from beer writer StephenBeaumont, mixes the Belgian beer Duvel with absinthe andgin. 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 techniquesare increasingly filtering down to ambitious home cooks. They’re trying out sous vide, for example, an exactingmethod that involves vacuum-packing food and cooking itat precise temperatures, yielding juicy, intensely flavorful dishes. Upscale cookware chains including Sur La Tableand Williams-Sonoma are selling sous vide appliances likevacuum food sealers and immersion circulators. As thetechnology utilized in cookbooks like the exhaustive 2011tome Modernist Cuisine becomes more accessible, moreat-home homogenizers and centrifuges will work their wayinto 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
    • • Spiking Food Prices • Veering Vegan/ Vegetarian • From Staples toThe environmental impact of our food choices will become a Luxuries • Insects as Proteinmore prominent concern as stakeholders—brands, governments • Greener Supply • Artificial Meat Chainsand activist organizations—drive awareness around the issue and • Sustainablerethink what kind of food is sold and how it’s made. As more regions • Greening Palm Oil Restaurantsgrapple with food shortages and/or spiking costs, smarter practices • Rooftop Farming • Carbon Footprint • What It Meansaround food will join the stable of green “best practices.” Labeling for Brands • Curbing Food Waste Image credit: see.wolf 21
    • As extreme weather wreaks havoc on crop yields, watchfor already-high food prices to spike further thanks todroughts, flooding and other irregularities brought on by climate change. For example, Thailand, the world’s biggestrice producer, is expecting smaller yields thanks in part toits disastrous floods. In the U.S., drought in Texas thinned cattle herds, which played a part in pushing up beef pricesby almost 10% year-over-year as of November. Seafood pricesrose almost 6% following the Japanese earthquakeand tsunami. Image credit: toastforbrekkie 22
    • Beef, chocolate and other beloved staples could become Climate change is the culprit when it comes to coffee:the caviar of the future, thanks to factors ranging from Last year Starbucks said it sees “a potentially significant new emerging market demand, climate change and the risk” to its Arabica bean supply, looking 10 years aheadstrains of a more populous planet. and beyond. The company is working with suppliers to combat issues like frequent hurricanes and soil erosion.A bigger appetite for chocolate in China, coupled withpolitical and agricultural issues in Ivory Coast, are Some optimists, however, argue that leaps in agriculturalprompting warnings about the coca supply. Mars Chocolate science and other advances (e.g., artificial meat) will said last year that the industry faces a 1 million-ton ensure there’s enough food to feed the planet.cocoa shortfall by 2020 “unless more is done to promotesustainability,” pledging to use only certified sustainable chocolate by that time. Meanwhile, some researchers saythe Ivory Coast and Ghana could simply be too hot to growcocoa by 2050.Beef could become “the caviar of the future,” an official with the U.N.’s Food and Agriculture Organization hassaid. Consumption is forecast to double by 2050 even asthe resources needed for beef’s production dwindle. Moreimmediately, U.S. beef prices are spiking—up 10% last yearand likely to keep rising this year—thanks to a drought thatshrunk the U.S. cattle herd and strong export demand. Image credit: cincomomo 23
    • Food marketers are working to green up their agriculturalsupply chains in various ways. For example:McDonald’s: The company established its Sustainable LandManagement Commitment in 2009. The stated goal is to ensurethat raw materials “originate from legal and sustainably managedland resources.” In tandem with the World Wildlife Fund,McDonald’s conducted an audit to determine where it could makethe most substantial impact. In 2011, the company focused onits 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, basedaround the proposition “food with integrity,” touts bookslike Michael Pollan’s In Defense of Food as “recommendedreading” on its website and lightheartedly warns “It’s allfun and games until someone wrecks a planet.” Foundedin 2011, its Cultivate Foundation funds sustainable farminginitiatives, among other things. An animated film outlining Chipotle’s mission shows a farmer’s evolution from free rangeto industrial farming and then back to the older, ecologicallyfriendlier means of production. Image credit: Chipotle 24
    • Some restaurants are seeking to become more sustainable • The Vancouver-based Green Table Network, which hasby revamping their practices in various ways, and ratings certified more than 100 operations since it was founded in systems point the way for concerned patrons. 2007, is a nonprofit that helps food industry professionals “get started down a greener path.”• Launched in 2010, the U.K.’s Sustainable Restaurant 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 three- star 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 • In the U.K., the Carbon Trust provides a Carbonyears have seen some efforts to tally the carbon emissions Reduction Label for certified products—those that prove associated with food products. It’s a complex endeavor, they are working to reduce their footprint—but willhowever, and Tesco recently said it would halt an ambitious soon have to cope with a loss of government funding.five-year-old drive to label all its store-brand products, Participating companies include Kingsmill breads andpartly because several months were required to determine a Walkers potato chips.footprint for a single product. Other labeling efforts include: • France’s Groupe Casino is labeling its store-brand • Realizing several years ago that the products according to a Carbon Index it developed. bulk of its carbon footprint comes from beef consumption, Swedish • Some companies are making up their own label, like fast food chain Max Burgers Finland’s Fazer, which uses a “Carbon Flower.” started labeling menus with So far it’s only featured on packaging for carbon footprint information (and what Fazer describes as “one concurrently pushing alternatives, of Finland’s most popular like chicken and salad options). 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, • U.K. retailers such asor 1.3 billion metric tons, is lost or wasted each Sainsbury’s and Marks &year, according to the U.N.’s Food and Agriculture Spencer are partnering withOrganization. Not only is this a waste of valuable land, Love Food Hate Waste, whichwater and energy resources, but most of the discarded aims to cut waste by helpingfood actually contributes to global warming because it people find recipes for ends up in landfills, where it creates methane. Among the leftovers and providing tipsgovernments and others trying to change this: for preventing waste.• Unilever’s Food Solutions unit recently launched United Against Waste, a We cannot limit sustainability to food campaign to drive waste reduction in production, we need to also look at the food-service industry. our food consumption. Waste less.”• In the U.K., food packaging will no longer feature a “sell —JOSÉ GRAZIANO DA SILVA, director general of the U.N.’s Food and Agriculture by” date (only “use by” or “best before”), a bid to reduce Organization, Bloomberg, Jan. 23, 2012 the £12 billion worth of food thrown out each year.• 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 Female I’m concerned about 66 I’m concerned about the environmental 65 the environmental impacts of food waste 61 64% impacts of food waste 64 64 I would respect a grocery store 86 or restaurant that made an 91 effort to curb food waste I would respect a 91 grocery store or restaurant that 88 89% made an effort to I’ve tried to cut down on the 75 curb food waste 87 amount of food waste I produce for the sake of the environment 82 I’ve tried to cut down 84 on the amount of food waste I produce for thesake of the environment 76 79% 76 *For generational and gender breakdowns by country, see Appendix. 29
    • FIGURE 2C: FIGURE 2D: 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 Female 87 Restaurants have a 82 Restaurants have a responsibility to help responsibility to help curb food waste 86 85% curb food waste 88 83 Brands and manufacturers 81 have a responsibility to 90 help curb food waste 84Brands and manufacturers have a responsibility to 81 84% help curb food waste Grocery stores have 79 80 a responsibility to help curb food waste 83 84 Grocery stores have The government has 69 a responsibility to help curb food waste 84 82% a responsibility to help curb food waste 73 78 86 The government has a responsibility to help curb food waste 74 74% 61 *For generational and gender breakdowns by country, see Appendix. 30
    • “A global shift towards a vegan diet is vital to save the Vegan Until 6: New York Times food writer Mark Bittmanworld from hunger, fuel poverty and the worst impacts has been arguing that a vegan diet is healthier for humansof climate change,” concluded a 2010 U.N. report, as and the planet alike for several years. His suggestion: Cutsummarized by The Guardian. Until fairly recently, out animal-derived foods every day before 6 p.m.vegans and vegetarians most commonly cited “animal “Weekday Vegetarianism”: Graham Hill, founder ofrights” as their ethical motivation, but increasingly the the environmental site TreeHugger.com, advocated thisenvironmental benefits are sharing equal if not top billing. approach in a 2010 TED talk.And the idea of eating less, very little or no meat forenvironmental reasons is gaining ground. If you’re a progressive, if you’re driving a Prius or you’re shoppingMeatless Monday: This campaign to reduce meat green or you’re looking for organic,consumption, which emphasizes both health and you should probably be a semi-vegetarian.”environmental benefits, has steadily gained adherents —MARK BITTMAN, 2007 Entertainmentover the past few years. Some school districts and Gathering Conferenceuniversities have instituted Meatless Mondays, and some © The Monday Campaigns, Increstaurants have added vegetarian specials on Mondays, March to aincluding the 14 owned by celebrity chef Mario Batali. different drumstick.Paul McCartney initiated a similar idea in the U.K., Go meatlessMeat Free Monday, and is promoting the new Meat Free Monday.Monday Cookbook, to benefit the campaign. One day a week, cut out meat. Image credit: meatlessmonday.com 31
    • Several governments and businesses are trying to pushsix-legged creatures—a staple in regions around the world—onto Western menus as a sustainable protein source.Nutrition-rich, insects require far fewer natural resourcesto raise and produce far less waste than poultry andlivestock.The European Commission has allocated £2.65 million tolook into the idea, and the Dutch ministry of agricultureis funding a research program to raise insects for humanconsumption on food waste. In the past two years, threeDutch animal feed companies have started raising locustsand mealworms, which are freeze-dried, packaged andsold in various food outlets catering to restaurants. Image credit: theefer 32
    • What if meat could be created in a lab, rendering mootthe environmental toll of raising livestock? Scientists haveactually managed to grow meat in a test tube (“in vitromeat”), and several dozen labs are said to be working ondeveloping the concept, using stem cells. The Netherlandsand Brazil are among the governments funding research.Last year a study by scientists at the University of Oxfordand the University of Amsterdam found that producinglab-grown meat vs. the same amount of conventionalmeat would emit far fewer greenhouse gases, require7% to 45% less energy, and use a tiny fraction of theland and water that livestock need. The study’s leadscientist predicted that if enough resources go towardthe research, a lab-grown meat akin to mincemeatcould 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 arrayof packaged foods (and frequently an alternative totrans-fat oils), often results in deforestation and habitatdestruction. Awareness of the issue is bubbling up, withmanufacturers slowly switching over to sustainable palmoil or pledging to do so. Watch for brands to tout their useof 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 amongrestaurants and hotels is evolving into large-scale farmingprojects. Brooklyn Grange, for example, is a rooftop organicfarm that sells its produce in markets and businesses aroundNew York City; in the U.K., Food From the Sky, is a similarinitiative atop a supermarket in London that sells producein the market below. And BrightFarms is a New York-basedcompany focused on helping food merchants transformtheir 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: Consumer Awareness Around Food• Millennials will drive this trend as they mature into more Production and the Environment influential consumers, as they’re more cognizant than Percentage of American and British adults who agree with each of the following: other generations of the links between food and the environment and more open to adjusting their behavior. Millennials (18-33) Gen Xers (34-46) Boomers (47-66) While Millennial respondents to a November 2011 JWT The food I eat has 78 survey were significantly more likely than Gen Xers and an impact on the environment 68 71% Boomers to say they don’t know how to make more 66 sustainable food choices, they’re also more interested in I would like to doing so—and more aware of the basic link between what make smart 80 they eat and the environment (see chart at right). food choices that benefit the 73 74% environment 70 I don’t know how 62 to make smart food choices that benefit 48 50% the environment 40 Food manufacturers have a responsibility 77 to educate the public about the 79 76% environmental impact of their dietary choices 72 * To learn more about Food as the New Eco-Issue, see our 10 Trends for 2012. 37
    • • BYO ContainersAs the eco spotlight focuses on the environmental costs ofpackaging, brands will increasingly switch to bottles, boxes and • Reusable Packagingother solutions that reduce, reuse, recycle, remove and renew. • Hydration StationsThe ultimate goal is “cradle-to-cradle” packaging—sustainablefrom creation to disposal. • What It Means for Brands Image credit: nist6ss 38
    • More grocery shoppers are bringing their own bags, and now Meanwhile, more types of products are gettingthe idea of bringing your own containers (“precycling” by unpackaged. Olive oil dispensers are becomingavoiding the need to recycle) is slowly catching on as well. popular, and some stores are offering other liquids in bulk, like honey or syrup. Growler stations have• In London, Unpackaged is a boutique grocery store that become a common sight, allowing customers to refill sells bulk products—grains, nuts, herbs, teas, cheeses and the jugs with draft beer. 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.• 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 banthe sale of bottled water grows, we’ll see a proliferation ofhydration stations—already popping up on college campusesand in some public spaces—designed to allow people to easilyfill reusable bottles. Image credits: Hydrate U; britahydrationstation.com 41
    • FIGURE 3A: FIGURE 3B: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 Female Food manufacturers need to cut down 84 Food manufacturers 87 on the amount of need to cut down 89 on the amount of 85 86% packaging they use packaging they use 86 79 Most foods use too much packaging 86 82 Most foods use too much packaging 81 82% I try to limit the amount of 67 82 food packaging I waste each day 77 I try to limit 74 I’m buying less bottled water because of the 57 the amount of food packaging I waste each day 68 71% environmental impact of the plastic bottles 66 72 I make my food purchasing decisions 39 70 based on how muchI’m buying less bottled packaging is used 35 water because of the environmental impact 61 63% of the plastic bottles 57 I make my food 48 purchasing decisions based on how much 42 40% packaging is used 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
    • • Fooducate • InhalingAwareness of good nutritional habits has been steadily rising, • Nutrition Scores • Smart Lunchroomseven as obesity becomes a more pressing issue—in turn driving • Fat Taxes • Organic Fast Foodgovernments and health advocates to further push both consumers • Healthy and Fresh • What’s New inand brands to adopt healthier ways. Vending Machines Functional Foods • Gluten-Free • What It Means for Brands • Hold the Salt Image credit: epSos.de 44
    • One consequence of more consumers Reading the FinePrint (one of our 10 Trends for 2010) is that they’reseeking out tools that save them time and brainpowerby simplifying and summarizing the information they’reinterested in. Apps fit the bill perfectly. For those focused on nutritional information, Fooducate allows users to scanthe barcode of a supermarket item to quickly see producthighlights, negative and positive, as determined by thecompany’s team of dietitians and “concerned parents.”What’s revealed is “stuff manufacturers don’t want you tonotice,” says Fooducate, like excessive sugar or confusingserving sizes. Shoppers can also compare products, selectalternatives 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 productscans by November. The most scanned categories: yogurt,cereal and snack bars. Image credit: Fooducate 45
    • Since more consumers are interested in Reading the Fine • Whole Foods developedPrint, some U.S. supermarkets are giving them a shortcut, what it calls ANDI (aggregateadopting nutrition-scoring systems: Ratings are displayed nutrient density index), whichon shelves, helping shoppers make healthier choices at a rates unprocessed foods onglance. a scale up to 1,000 (a score achieved by kale). The intent• NuVal rates products from 1 to 100, with a higher is to help shoppers compare options within categories, score indicating a healthier item. A range of regional e.g., choosing which variety of bean to buy. supermarkets have adopted the system.• Guiding Stars is less nuanced, • Safeway’s SimpleNutrition program evaluates products and allots up to two “benefit messages” per tag, such as granting from zero to three stars “Good Source of Fiber,” “Sodium Smart,” “Lean Protein” based on a food’s nutrient density and “Low Cholesterol.” per 100 calories. It’s used by a few supermarket chains, as well as school and hospital cafeterias. Image credits: Guiding Stars; Whole Foods 46
    • The fat tax is the new sin tax: In a bid to put the brakes onobesity, governments will try to push consumers away fromunhealthy foods with cost disincentives. In 2011, Hungaryintroduced an added tax for foods with high fat, salt andsugar content, along with a higher tariff on soda (andalcohol), while Denmark added a tax for high-saturated-fat foods. Similar legislation was proposed in Australia andBritain. And at year-end, France approved a tax on sugarysoft drinks. Look for more national and local governmentsto follow. Image credit: pointnshoot 47
    • In recent years vending machines have been moving beyond In France, one baker is touting his automated baguettefood into new categories, dispensing everything from gold bars dispenser—which is loaded with partially precooked loavesto prescription drugs. But we’re also seeing new thinking within that get fully baked when the machine is activated—as afood itself as machines get refocused for health-conscious way to get fresh bread when bakeries are closed. And theconsumers and retooled as devices for selling fresh rather than Smart Butcher, out of Alabama, vends fresh cuts of meatpackaged foods—everything from milk to fish and meat. and sausages.Machines that sell snacks like carrots and apples, hummus,meal replacement bars and yogurt are popping up in responseto consumer interest in nutritious eating, employer interestin healthier workers and legislation aimed at limiting junkfood in schools. Ecowell’s kiosks address both health andenvironmental concerns: Using their own reusable containers,customers order up personalized beverages that combinefruit 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 inSpain: 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, The phenomenon is widespread: Gluten-free offerings cangluten-free foods have mushroomed be found in restaurants, supermarkets and bakeries fromfrom a specialized segment of the Argentina and Australia to Germany and Italy (where thefood industry into the mainstream— government subsidizes celiacs’ gluten-free purchases). Evento the tune of $2.7 billion in global McDonald’s has hopped on the bandwagon, offering gluten-sales in 2011, according to a free buns in several EuropeanEuromonitor International estimate, countries, and Subway is testing awith the market set to reach $3.4 billion by 2015 (some gluten-free roll and brownie.other estimates put the total much higher).While celiac disease, the autoimmune disorder triggeredby gluten, affects only about 1% of the population, a rangeof consumers are embracing these foods: Proponents saya gluten-free diet can stimulate weight loss and help withchronic intestinal issues as well as diseases including autismand schizophrenia. And while these benefits are unproven, new gluten-free products continue to land on shelves, frombaking mixes by Betty Crocker and Rice Krispies by Kellogg’sto 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 The challenge remains to sell consumers what’s best fora bid to reduce hypertension, stroke and other health them but perhaps not what’s tastiest. Last year Campbell’sproblems. National and regional authorities are pushing decided to add salt to more than two dozen soups,sodium-reduction initiatives, including Canada, Australia, following poor sales of its low-sodium offerings.Ireland, France, Finland and Japan. Among the measuresbeing taken:• 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-leadingcompanies including Heinz, McCain Foods, Unilever, Kraftand Mars have made voluntary commitments to cut salt. Image credit: L. Marie 50
    • From a Harvard professor of biomedical engineering comesBreathable Foods, a company that’s rolling out inhalablecaffeine, vitamins and chocolate. AeroShot Pure Energy is aninhaler containing a hit of caffeine mixed with B vitamins;Le Whif provides a chocolate experience sans calories. Thecompany 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 seeexperimentation in school and workplace cafeterias, withofferings rearranged to encourage smarter choices—e.g.,more nutritious selections at the front of the line, and fruit inattractive bowls. Red tongs for higher-calorie selections andother 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 inquick-service restaurants. Chipotle has staked its claim on“Food With Integrity” and uses “organic and local producewhen practical,” as well as meat free from antibioticsor 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 theirpractices. Moe’s Southwest Grill, for instance, whichoperates 400-plus outlets, started using more “natural”meats about a year ago, such as grain-fed pork that’shormone- and steroid-free. Image credit: Moe’s 53
    • For the past decade or so, the idea that food can offer Artery-Cleaning Foods: The next hotspecific benefits—beyond simply providing good nutrition— functional foods may be those that claimhas permeated mainstream thinking. We’ve seen all to clean out arteries, or more technically,manner of foods carrying health claims, and the rise reduce oxidized LDL cholesterol. Stratum(and sometimes fall) of super-foods, from acai berries Nutrition is marketing a powdered fiber to pomegranate. These are a few of the things today’s product to food and beverage brands thatconsumers are or will be looking to for functional benefits. it claims can promote healthy arteries. Approved by the EU Commission and some other administrations as safe, theFood, Ph.D.: We’ll see many more science-inspired product is making its way across the globe.food products engineered to target conditions andbeauty needs. Nestlé is investing more than $500 Mushrooms: What’s new about edible fungi? With moremillion to develop health and wellness products, varieties now populating supermarket shelves in the West,and created the Nestlé Institute of Health Sciences in 2011 we’ll see a growing awareness that this low-calorie but highly“to pioneer a new industry between food and pharma.” flavorful food packs a nutritional punch. Euromonitor notes Unilever is researching technology that can imbue ingestibles that the benefits of mushrooms—which can lower cholesterol, with anti-aging and other beauty benefits. In 2011 its Dove boost the immune system and (some say)brand started marketing Strength Within, an anti-wrinkle even fight cancer—“remain woefully supplement, in the U.K. and Ireland. 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 inJapan 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 increasinglypopping up in beverages (from lattes to cocktails) anddesserts (ice cream, pastries and more).Slow Beverages: Slow-down beverages are being marketedas anti-energy drinks: Brands including Slow Cow, Drank,Bula and Koma Unwind are fortified with ingredients such as chamomile, melatonin and valerian root that purportedlypromote calming and relaxation. Some brands take on theenergy-drink category directly by claiming to also boost mentalfocus and concentration. The beverage research group ZenithInternational forecasts that U.S. volume sales will top 300million liters by 2014. Image credits: Teavana; bulabeverage.com; komaunwind.com 55
    • Greek Yogurt: This richer, more dense style of yogurt hascaught 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 thandoubled for the year ending October 2011, and last MarchUBS noted that “Greek yogurt brands such as Chobani andFage have captured market share more quickly than almostany 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 isexpanding 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 driveviewers to a “Spices for Health” section on the brand’swebsite, where they can find recipes and suggestions for how to add “super spices” to their diet (e.g., “Perk upyour morning coffee with Ground Cinnamon”). Image credits: TCBY; McCormick & Co. 56
    • Juicing Up Coconut: Coconut water, one of our Thingsto Watch in 2010, has been steadily gaining in popularity.Leading brand Vita Coco, for example, has zoomed fromreported sales of $20 million in 2009 to $40 million in 2010to a forecast of $100 million in 2011. The recent spike ispartly due to coconut water getting adopted as a sportsdrink because of its electrolyte content.Beverage brands are continuing to introduce coconutjuice products. PepsiCo’s SoBe, for example, said it wasputting a “new twist on a hot trend” when it announceda Lifewater with Coconut Water line of three flavors in January.Coconut foods are also seeing a boom, thanks in part tothe Paleo diet, which promotes cooking with coconut oiland eating other coconut products. Coconut is also beingused as a dairy alternative in ice cream. Image credits: akeg; SoBe 57
    • Nutricosmetics: A burgeoning class of foods seeks to • BORBA Skin Balance Water, billed as “drinkableimprove external appearances rather than internal skin care,” offers four varieties that addressfunctioning. Medical experts are somewhat skeptical different issues—Age Defying, Firming, Clarifyingabout the functionality claims, but the proof will be in the and Replenishing—and include ingredientspudding—or Balance Bar, as the case may be. like pomegranate, acai berry and lychee. They’re available at some drugstores, high-end• Balance Bar recently introduced the department stores and gyms. BORBA sells Gummi Nimble bar, touting it as “the first Bears with similar beauty claims. bar for women that conveniently combines beauty and nutrition.” • Deo perfume candy, from Beneo, is said to work much The front of the package lists like garlic but with rose oil instead: Compounds that are ingredients including lutein and not digested are emitted through skin pores. It’s sold in beta-carotene as “for your skin.” 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 LegalitiesCompetitive pressures and legal requirements are forcing • Tell-All Vending Machinesmanufacturers and retailers to take transparency to the max,disclosing more about nutritional data, green credentials, sourcing, • Going Behind the Scenessocial responsibility issues (Fair Trade, etc.) and the people and • Visual Fluencyprocesses behind the brand. • What It Means for Brands Image credit: Family O’Abé 60
    • Government pressure on brands to disclose more • Watch for more heated efforts to push labeling of geneticallyinformation—and consumer pressure on governments to modified foods in the U.S., a cause with high-profile mandate more disclosure—is building. For instance: advocates including ex-Stonyfield CEO Gary Hirshberg and Food, Inc. director Robert Kenner. (The EU mandates• The European Union established new food labeling labeling, as do Japan, Australia and Brazil, among others.) requirements last year that will become mandatory in Some states are considering their own legislation. 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.• 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 displaynutritional data so that customers can make moreinformed decisions. They also allow operators to meet anupcoming U.S. Food and Drug Administration requirement(covering most vending machines) to show calorie countsfor the products within.VendScreen, a startup, is one of the companies marketingthese screens. Its Android-powered device features anavatar (“Jen”) who can sort through products based on thecustomer’s dietary needs or simply provide nutrition info.The device enables a machine to accept “mobile wallet” aswell as credit card payments. The company reports strongdemand, though the screens haven’t been rolled out yet.The touch screens can also offer promotions or acceptcoupons, opening the door to new opportunities for brandsto connect with customers at point of purchase. Image credit: VendScreen 62
    • There’s a new, expanded answer to the question, Where doesmy food come from? The rising preference for local foods andsupporting small farmers and for more natural foods, as wellas concerns about food safety, has driven a surge in disclosureabout the farm-to-fork journey, the people behind thatjourney and how the process works. Among big brands, theaim 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: FIGURE 5B: 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 Female I like when 81 I like when commercials commercials show show me the “behind the 69 me the “behind the scenes” story about 73 73% scenes” story about the food I consume 74 the food I consume 65 I wish I knew more about how the food I eat is 68 produced (how it is grown I wish I knew more 80 or who is growing it) 71 about how the food I eat is produced (how 71 71% Brands do not disclose it is grown or who is enough information about 68 growing it) 63 the environmental impact of their food products, how their 71 Brands do not disclose food is made or where the enough information 81 ingredients come fromabout the environmental impact of their food 66 70%products, how their food is made or where the 64 ingredients come from * For generational and gender breakdowns by country, see Appendix. 65
    • As the ongoing shift from words to images accelerates, In the U.K., Waitrose’s line of LOVE life “you count”we’re seeing increasingly innovative ways to spotlight and products, designed for calorie counters, features packagingilluminate complex topics (one of our 10 Trends for 2010). that boldly states how many calories the item contains.Visual Fluency can help brands make the information Shoppers can see immediately what will work best forthey’re disclosing easier to grasp at a glance. It’s sorely them as they plan out meals.needed: Lack of Visual Fluency isone reason nutritional labels areunderstood only “in part” by amajority of consumers (52% vs. 41%who understand them “mostly”),according to a recent Nielsenglobal survey. Image credit: Waitrose 66
    • • This trend represents a coming together of the green movement, the health and wellness movement, government anti- obesity 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 • The Lipstick Index Effectfrom several years of austerity, consumers will look for ways to live • A Little Serving of Sina little without giving up a lot. People have been exercising moreself-control, and increasingly they’re looking to let loose once in • What It Means for Brandsa while: indulging in sinful things, splurging on treats and at leastmomentarily escaping from today’s many worries. Image credit: J. Paxon Reyes 68
    • Estée Lauder chairman emeritus Leonard Lauder coinedthe term “Lipstick Index” after observing that lipsticksales rose during the 2001 downturn as women treatedthemselves in affordable ways. While lipstick sales didn’tsee an uptick this past recession, by and large the effectapplies to arguably indulgent edibles like premium beer orhigh-end chocolate.After all, “living a little” is still cheaper than living large.As the FT put it, “For more everyday items, people arecompensating for bigger treats foregone.” For example,some consumers are dining out less frequently but buyingpremium 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 havea bit of something good than a lot of mediocrity. Forinstance, 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 ispassing them by as they behave more responsibly.Spanish deli brand Campofrío tapped into this idea witha commercial showing an old toad explaining that he wasa human in his past life. But he was not gung ho on beingone: “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 aChihuahua, a waterbed and a mega ham platter.” Theyoungster is promptly hit by a truck and reincarnated as ahandsome guy eating some ham. The voiceover: “You neverknow what you’ll become in the next life. So take goodadvantage of this one.” Image credit: Campofrío 70
    • FIGURE 6A: FIGURE 6B: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 Female An indulgent snack/ An indulgent snack/meal every 87 96 once in a while gives me a nice meal every once in a break from the day-to-day grind 90% while gives me a nice 92 87 break from the day- to-day grind 88 Life is too short not to have 88 an indulgent snack/meal every once in a while 88 Life is too short not 88 to have an indulgent snack/meal every 89 89% Even if money is tight, I deserve to splurge on a nice 84 once in a while meal every once in a while 89 82 There is so much pressure to 87 have perfect nutrition habits that 73Even if money is tight, once in a while I need to indulge I deserve to splurge on a nice meal every 83 84% myself and take a break 78 once in a while 82 I wish that I wasn’t reminded of how I should keep a healthy 61 diet to improve my lifestyle There is so much every time I turn around 60 pressure to have 79perfect nutrition habits that once in a while I 77 76% need to indulge myself and take a break 72 I wish that I wasn’t 64 reminded of how I should keep a healthy diet to improve 66 62% my lifestyle every 56 time I turn around *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 hampereddeveloped world, more brands will open up entry points for • Smaller SKUsextremely cost-sensitive consumers. Marketers will find new • What It Means for Brandsopportunities in creating stripped-down offerings, smaller sizes andotherwise more accessible products and services. Image credit: Pete.Mac 73
    • Food and beverage brands are swinging in the opposite Value to that [struggling]direction from the mega-sizes and bulk offerings they have consumer is a price point. Ittargeted at budget-savvy consumers. Instead, they’re doesn’t matter what the costadopting the emerging-world practice of selling smaller per ounce is. It matters, ‘Can I affordSKUs to consumers who can afford only the minimal to buy even a small portion of that thisamount per shopping trip. week?’ And (that means) having small sizes, convenient sizes, convenientA November 2011 survey by JWT found that a majority channels, convenience stores,of respondents in the bottom third of household income pharmacies, dollar stores for quicksaid they would rather spend less and buy small sizes than small trips that are close to home, asbuy bigger sizes that are a better value (57% in the U.S. opposed to going out for the big loadsand 56% in the U.K.). So did a majority of middle-income at the supercenters. So there is veryrespondents in the U.S. (53%). different behavior that is occurring.”• Kraft Foods Inc. is selling 50-cent gum packs with five —MEG NOLLEN, SVP of investor relations and global program management officer, sticks of Trident and Stride. 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 • Smarter • Smarter Shopping Cookbooksthe real world to the digital world and influencing how we find, eat • Smarter • Smarter Recipes Packagingand make food. More broadly, each step of the way—from shopping • Smarter Kitchens • What It Meansto finding recipes and cooking to dining out—is getting “smarter” for Brands • Smarter Orderingfor those armed with the latest digital tools. Image credit: Roberto Verzo 77
    • Thanks to tablets, which travel easily from supermarket interactive recipes and services such as a menu plannerto kitchen to table while providing an ample display, the and shopping list generator. For an added fee, users getcookbook is evolving into a multimedia tool that offers access to more content, including an ingredient guide andvideo instruction, plenty of illustrations and an easy way to a wine guide. QOOQ expands beyond the French marketlook up unfamiliar terms. with a U.S. launch in September.CulinApp offers tablet apps that include videodemonstrating each step, with users able to choose howthey want to view a recipe (with step-by-step video, in aflow chart format, etc.). It’s well-suited for professionals accustomed to the camera, with CulinApp serving as aplatform for Dorie Greenspan (“Baking with Dorie”) andJoanne 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 longtimetextbook into an app, The Professional Chef, that allowsusers to compare notes, among other things.From France comes a kitchen-focused tablet, QOOQ(pronounced “cook”): Along with regular tabletfunctionality, the “kitchen-proof” gadget comes with Image credit: Inkling Systems 78
    • Recipe sites were among the coolest offerings of the early • Gojee rethinks search by asking users what ingredients theyInternet, providing easy access to a vast range of recipes, have or want to cook with and which they prefer to avoid.searchable by cuisine and ingredients. These sites remain a Users then see photos of dishes that they can quickly clickgo-to for home cooks, but we’re seeing new thinking about through (or swipe through on a tablet); each links to anhow the Web can best help cooks find the recipe they’re external blog. A partnership with New York grocery chainlooking for (or didn’t know they wanted) and track what D’Agostino lets loyalty card users get customized recipesthey make. None of the following actually feature their based on what they’ve bought. About 300,000 people haveown recipes: 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, • Samsung’s smart fridge communicates with Samsung“smart” appliances offer the promise of integrating smartphones (enabling users to track groceries, forwith owners’ lives and making food preparation easier. instance), and its touch screen offers access to apps,They are connected via Wi-Fi and can communicate with letting owners check the weather, their calendar orsmartphones. It’s early days, however, with some concepts recipes on Epicurious, among other things. Samsungnot on the market yet and manufacturers still figuring out has said it’s planning a robust app marketplace focusedwhich bells and whistles consumers want. 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 • Newcomer Forkly focuses on meal reviews as well asand a range of information about nearby restaurants, such pictures, using this information to build a taste graph foras Yelp, Urbanspoon and Zagat, some apps help diners hone each user and offer personalized recommendations. Usersin on the best dishes around them. These crowdsourced are encouraged to “earn influence points” and “become a platforms give diners a preview of what to expect, top influencer for places and items.”leverage the smartphone user’s urge to snap food shots andsurface personalized recommendations.• 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 integrateand overlap, shopping will entail simply clicking—buyingproducts from a smartphone or other device—and thenhaving the order immediately delivered or collecting itat a physical location. Multichannel buying is fast andstreamlined, with less time in lines and shorter waits thanonline-shopping delivery enables.Some supermarkets are setting up out-of-home displayswhere shoppers scan QR codes for desired items, then eitherget them delivered or pick them up in-store. Home Plus, theSouth Korean arm of Tesco, was out in front with this idealast year when it placed sheets of photorealistic billboardpaper featuring pictures of goods, along with QR codes, ina subway station. Commuters can browse and pay for itemswith their phones while waiting for the train, and the goodsare waiting when the purchaser gets home. Image credit: Recklessnutter 84
    • With more people using smartphones, QR codes and etc.). Marmite uses Blippar, a technology that employsother experiments in connecting the physical product image recognition to trigger virtual content on a mobilewith the digital world are proliferating. The likelihood screen, to relay recipes.that consumers will actually scan these codes is slowlyrising—in November, a Forrester study found that 5% of • Codes can also lead to exclusive content. A promotion last August from Taco Bell, a sponsor of MTV’s Video MusicAmerican adults with a mobile phone scan any kind of 2D Awards, involved QR codes on cups and boxes that led tobarcode, up from 1% in 2010. comScore reported a similar MTV footage.percentage for June 2011 among mobile users in France,Germany, Italy, Spain and the U.K. For now, the codes link • Heinz used QR codes on ketchup bottles in participatingbrands with early adopters. U.S. restaurants last November for a social promotion that enabled people to send thank you messages to military• The European Union is looking into ways to use QR service members or veterans. For every code scanned, codes to provide independent third-party information Heinz donated money to the Wounded Warrior Project. regarding functionality, traceability and sustainability of ingredients. • Cadbury has turned its packaging into a game in the• Some codes lead to recipe information. Kraft is rolling out U.K. using Blippar. Most Cadbury QR codes on five cheese products that lead to recipes; the bars carry the augmented aim is to provide cooking “inspiration.” Similarly, Pacific reality-style game, which will Natural Foods will put the codes on packaging to provide change over time. recipes and other info (how-to videos, shopping lists, 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, • Apps That Gamify Eatingetc.) to non-gaming spaces in an attempt to drive certain actionsor behaviors. This is more than brand-sponsored games—consumers • Gamifying the Business Modelare engaging in brand communities, content or campaigns through • What It Means for Brandsincentives 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. 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, ratefood and post pictures for bragging rights and more.Foodzy, an Amsterdam-based startup that got off the groundlast year, turns self-tracking into sport: People aiming to loseweight and/or simply adopt healthier habits can comparewhat they’ve eaten with friends and compete to reach goalswhile keeping tabs on their consumption. The tool triesto keep things light with some badges unrelated to goodbehavior, like a BBQ badge for frequent grillers.Foodspotting, a visual app as the name suggests, puts theemphasis on specific dishes and documenting the foodie experience, with users encouraged to take photos ofrestaurant dishes and compile themed lists of favorites.Contributors earn “virtual tips” and can become “dishexperts,” but the app also relies on social media’s innatecompetitiveness. The one-upmanship so common onFacebook—food photos often stir envy—becomes moreexplicit here. Image credit: Foodzy 88
    • Elements of gamification in food have been around for at least as long as the McDonald’s-Monopoly partnership. WhenFoursquare entered the scene, gamification came easy, with check-ins earning users mayorships, badges and discountsat participating establishments. Taking it a step further, lastyear the Buffalo Wild Wings chain teamed up with SCVNGR,the location-based gaming platform, for an interactivecompetition leading up to NCAA’s March Madness; 184,000people participated across the U.S. And Starbuckspartnered with Lady Gaga for SRCH, a scavenger hunt thatincorporated QR code-scanning with smartphones.But 4food in New York, which opened in 2010, is one ofthe first restaurants to integrate gamification into its business model. Patrons of the burger joint can customizetheir order—choosing from a dizzying number of possiblecombinations—and name it, and the burger gets addedto the “Buildboard Chart.” Others can then buy the samecombo, earning the creator 25 cents a pop to use at therestaurant. Customers can compete for the top slots usingsocial media to create buzz, marketing the restaurant inthe 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 • Screened Diningbecoming interactive. Increasingly we’ll be touching them, • Kiosks/Vending Machinesgesturing at them and talking to them. This is opening up novelopportunities to inform, engage and motivate consumers, whether • Interactive Out-of-Home Adsthrough screens at restaurants, on vending machines and kiosks, • What It Means for Brandsor via out-of-home ads. Image credit: waldyrious 91
    • Screens are slowly getting integrated into the restaurantexperience, replacing menus or even workers and addingsome entertainment.Interactive Tables: Technologies such as theDraqie interactive table and Microsoft Surface allowcustomers to browse menus and conveniently order bytouching, tapping and swiping.In New York, a restaurant at high-end department storeBarney’s features 30 individual screens in a large communaltable that’s covered in glass. Diners can digitally ordertheir meal, then browse the store’s catalog while eating.At London’s Inamo restaurants, E-Table technology grantscustomers control over their dining experience: A ceilingprojector effectively turns the tabletop into an interactivescreen that diners can navigate using a built-in mouse;they can view menus, play games, change the virtualtablecloth 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-terminalrestaurants, while the device enables patrons at restaurantslike Stacked in California to customize their dishes, placeorders and pay. Restaurants are also putting wine listson iPads, making them easily searchable by category,including price.Screens Over Cashiers: McDonald’s has beenadding touch-screen terminals on which customerscan browse the menu, order and pay. The companyhas more than 800 self-order kiosks in Europe and,in May 2011, said it was considering expansion ofthe initiative. Image credits: E la Carte; Delta; McDonald’s 93
    • FIGURE 10A: FIGURE 10B: Percentage of American and British adults who would Percentage of American and British adults who would be be very or somewhat comfortable doing the following: very or somewhat comfortable doing the following: Millennials (21-34) Gen Xers (35-47) Boomers (48-67) Male Female Browsing an interactive Browsing an 87 menu on a tablet or 70 interactive menu on digital surface instead a tablet or digital 74 72% of a paper menu 63 surface instead of a paper menu 55 Paying for the 65 meal with an 78 automated system 59 Paying for the meal with an automated 70 66% Using an automated 62 system 51 system to get my waiter’s attention 54 Using an 74 Placing my order automated 52 with an automated system to get my waiter’s 63 62% system instead of the waiter/waitress 48 attention 48 Using a self-serve kiosk to assign me a table 54 71 at a restaurant instead Placing my order with an 45 of the host/hostessautomated system instead of the waiter/waitress 59 56% 37 Using a self-serve kiosk 69 to assign me a table at a restaurant instead of 58 55% the host/hostess 37 *For generational and gender breakdowns by country, see Appendix. 94
    • Video rental kiosks from Redbox, Blockbuster Express Intel and Kraft’s “Meal Planning Solution”: This touch-and others have brought touch-screen technology to the screen kiosk helps users plan their shopping, pick recipeseveryday vending experience. More recently, prototype and try free samples. Using facial recognition via a built-inmachines have hinted at the potential for using interactive camera, the device creates a basic profile (such as age and screens to enable social media sharing and customized gender). Shoppers can then browse through menus, selectrecommendations. dishes and download a related shopping list onto their phone.PepsiCo’s Social Vending System: This prototype featuresa large touch screen that allows users to send a soda tofriends. Customers select a beverage, then enter thefriend’s name, mobile number and a text message,which includes a code for redemption atanother machine; users can also record ashort video message, making the experienceeven more dynamic. For the altruistic, there’san option to send a beverage to a stranger. Image credits: Pepsi; Intel 95
    • Interactive screens on out-of-home digital media allow • British cider brand Bulmers installed interactive HDfor all kinds of innovative ways to communicate with screens at various U.K. bus stops. People waiting for thepassersby. They offer a way to gamify the simple bus could drag virtual fridge magnets to create words andbus-stop ad or billboard, making marketing messages more phrases, and share these with friends via social media.fun and helping to amuse commuters. They can add utility,enabling consumers to locate stores, reserve restauranttables or request more information. Built-in socialnetworking capabilities compress the sharing process to asimple touch of the button or wave of the hand. Consumerscan also be connected with strangers for engaging socialexperiences.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 • Food Hallsonly partly about consumption. Supermarkets and other food- • Communal Eatingcentric outlets are becoming as much about experiences, • Shops That Do Moreunique environments and customer service as they are aboutsimply buying goods. • What It Means for Brands Image credit: .Italo Treno - NTV S.p.A. 98
    • Concept markets are offering an experience that • In Madrid, the Mercado San Antón, a former streetencompasses shopping, dining and snacking—a destination market, is now an enclosed three-floor space that that’s an end in itself. They re-create the idea of the combines traditional food shopping with small food standstraditional public market—think such popular spots as La and a restaurant, cooking demonstrations and nightlife.Boqueria in Barcelona and Pike Place in Seattle—or Europeanfood hall and amp up the experience. • The Plaza Food Hall by Todd English, at The Plaza hotel in Manhattan, incorporates several food stations, a wine bar,• Eataly, which started out in Torino in 2007, now operates a specialty-foods market and cooking demonstrations. In in six other Italian cities and another half-dozen Japanese the spring it will expand to include outlets of several well- locations, as well as New York City. It’s a Disneyland of sorts known New York food merchants. “It’s a whole experiential for Italian food lovers, with the Manhattan outlet offering offering,” says the managing partner behind it. 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. Image credit: The Plaza Food Hall 99
    • While communal eating is a way of life in some cultures, traveling. The service has more than 30,000 registeredthe West has dispatched with even the family meal. But users. In Canada, The Social Feed is a similar concept thatincreasingly people are looking to food as a way to foster operates in Vancouver and Toronto. And more broadly, Eatmore real-life interactions with new faces, thanks perhaps With Me focuses on “connecting people through food,”to a backlash against isolation in the digital world or a enabling users to create events or join one.craving for more random, unique interactions.Communal seating is becoming a popular option atrestaurants, putting strangers elbow to elbow. And that’sone of the draws of supper clubs, the informal, home-based periodic restaurants that started springing up a fewyears ago. Last autumn in New York, the nonprofit Friends of the High Line staged a Social Soup Experiment, whereattendees sat at a communal table for a one-pot meal.Grubwithus, which touts itself as a way to “Eat withawesome people,” is a website and now an app thatlets users buy seats for 10-person communal dinners atrestaurants in a dozen U.S. cities. Like-minded people cancluster together around interests like wine, startups and Image credit: Grubwithus 100
    • We’re seeing more retailers that strive to createstimulating 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-the- art 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: FIGURE 11B: 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 Female I would be interested in I would be interested in shopping atshopping at a grocery store 74 a grocery store that offers something 59 that offers something a a little extra that is different fromlittle extra that is different from their day-to-day 66 63% their day-to-day service, like a 58 special event, speaker or class service, like a special 48 event, speaker or class If the restaurants I like 56 held special events (classes, If the restaurants I entertainment, a speaker series, like held special events 72 52 etc.), I would likely check them out (classes, entertainment, a speaker series, 61 59% I like the idea of communal tables etc.), I would likely 39 check them out 43 at restaurants and the ability to interact with other diners 30 I like the idea of 55 communal tables at restaurants and the ability to interact 42 40% with other diners 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 verywell-educated and highly opinionated eater, a bit of a specialist on ethnic cuisines, a former restaurateur and soon to be thefounder 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 world-class 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 andvegetables 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 theproliferation 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 moredemanding 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 withfaster braising). I think pressure cookers will be as common as they are in third world countries. The juice diets will die outsoon—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 quantitiesof meat, smaller portions. I want to be a part of a generation that will work to make better ingredients available to all—nomatter 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 thatconversation between the guests regarding growing, making and eating food is happening naturally, and as a result thediners 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 areseemingly 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 themarket.” 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, interestin 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 moresatisfying to me than opening up a cookbook and paging through, sometimes looking at pictures but always beinginspired by where I bought the book or who gave it to me. Now, apps and programs have taken the place ofrecipe bookkeeping and exchanging ideas by word of mouth—losing the intimacy in cooking and inspiration fromour 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 moreenvironmentally and socially conscious. I hope to see more chefs creating menus that are in tune with not onlyseasonal produce but also our body’s response to variables like temperature, moisture, time of day and ourrelationships, similar to the Ayurvedic principle of doshas (a dosha: one of three bodily humors that make upone’s constitution, according to Ayurveda)—transforming typical boring vegetarian cuisine so that it’s preferredfor 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 worldwhere digital media has knocked over the fourth wall of how food is made at every step—how it’s farmed, handled andcooked—and it’s creating an environment where anyone dealing in food is going to look suspect if they can’t credibly tell howor why the food exists.Things like traceability and provenance are becoming standard expectations among the dining public, and that’s a positiveforce for sure. But I’m most thrilled by seeing better stories being told by and about the chefs, farmers and purveyors whomake the food we love.Things like what McSweeney’s has done creating amazing narratives behind the world of Dave Chang/Momofuku with LuckyPeach (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 muchmore 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 withit today. Having a story is so important, because on the production side (chefs, purveyors, farmers, etc.) it lets youdifferentiate 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 andhis quirks. Diners can now connect with his food on a much more interesting level. It can boost the enjoyment factor for adiner, 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 itmarginalizes 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’veever spent, despite there being such a wealth of great dining to be had in NYC. We started the group to put on events thatre-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 andconnections 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 canstart to bond over it. Every year, we do our “Last Meal,” where we create dishes based on a survey of our mailing lists’ lastmeal 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 readinggroups are making a resurgence, and macaroni and cheese contests have been popping up (usually small communitygroups 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 tomake 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, ormacaroni 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 partyor 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
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    • 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) Gen Xers (35-47) Boomers (48-67) Millennials (21-34) Gen Xers (35-47) Boomers (48-67) I’m concerned about 72 I’m concerned about 77 the environmental the environmental impacts of food waste 73 72% impacts of food waste 80 77% 71 73 I would respect a 90 I would respect a 92 grocery store or grocery store or restaurant that 87 88% restaurant that 89 90% made an effort to made an effort to curb food waste 87 curb food waste 89 82 87 I’ve tried to cut down I’ve tried to cut down on the amount of food waste I produce for the 72 75% on the amount of food waste I produce for the 85 85%sake of the environment 71 sake of the environment 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 Male Female I’m concerned about 64 I’m concerned about 65 the environmental the environmental impacts of food waste 71 impacts of food waste 82 I would respect a grocery 87 I would respect a grocery store 85store or restaurant that made or restaurant that made an an effort to curb food waste 89 effort to curb food waste 94 I’ve tried to cut down on I’ve tried to cut down on 72 79 the amount of food waste I the amount of food waste I produce for the sake of the produce for the sake of the 76 environment 91 environment 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) Millennials (21-34) Gen Xers (35-47) Boomers (48-67) 86 88 Restuarants have a Restuarants have a responsibility to help curb food waste 85 83% responsibility to help curb food waste 86 87% 79 88 Brands and 90 Brands and 90 manufacturers have manufacturers have a responsibility to 79 82% a responsibility to 85 87% help curb food waste help curb food waste 77 85 79 91Grocery stores have a Grocery stores have aresponsibility to help curb food waste 82 78% responsibility to help curb food waste 87 87% 73 84 82 91The government has a The government has a responsibility to help curb food waste 68 68% responsibility to help curb food waste 85 82% 55 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 Female Restuarants have a 81 Restuarants have a 84 responsibility to help responsibility to help curb food waste 85 curb food waste 92 Brands and manufacturers 80 Brands and manufacturers 83 have a responsibility to have a responsibility to help curb food waste 81 help curb food waste 90 Grocery stores have a 75 Grocery stores have a 85 responsibility to help responsibility to help curb food waste 79 curb food waste 90 The government has a 63 The government has a 78 responsibility to help responsibility to help curb food waste 67 curb food waste 82 117
    • FIGURE 3C: FIGURE 3D:Food Packaging (U.S.) Food Packaging (U.K.)Percentage of American adults who agree: Percentage of British adults who agree: Millennials (21-34) Gen Xers (35-47) Boomers (48-67) Millennials (21-34) Gen Xers (35-47) Boomers (48-67) Food manufacturers 88 Food manufacturers 84 need to cut down need to cut down on the amount of 80 83% on the amount of 93 90% packaging they use packaging they use 82 93 79 87 Most foods use too much packaging 78 78% Most foods use too much packaging 89 89% 77 90 I try to limit 74 I try to limit 73 the amount of the amount of food packaging I waste each day 65 69% food packaging I 73 75% waste each day 67 80I’m buying less bottled 71 I’m buying less bottled 68 water because of the water because of the environmental impact 61 63% environmental impact 61 62% of the plastic bottles of the plastic bottles 58 56 I make my food 42 I make my food 56 purchasing decisions purchasing decisions based on how much 43 38% based on how much 41 43% packaging is used packaging is used 28 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 Female Food manufacturers Food manufacturers need to cut down 81 need to cut down 87 on the amount of on the amount of packaging they use 85 packaging they use 94 Most foods use too 74 Most foods use too 86 much packaging much packaging 82 92 I try to limit I try to limit the amount of 66 the amount of 69 food packaging I food packaging I waste each day 72 waste each day 84 I’m buying less bottled I’m buying less bottled water because of the 59 water because of the 54 environmental impact environmental impact of the plastic bottles 65 of the plastic bottles 67 I make my food I make my food purchasing decisions 38 purchasing decisions 41 based on how much based on how much packaging is used 32 packaging is used 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) Millennials (21-34) Gen Xers (35-47) Boomers (48-67) I like when 81 I like when 81 commercials show commercials show me the “behind the 76 76% me the “behind the 67 68% scenes” story about scenes” story about the food I consume 71 the food I consume 56 I wish I knew more 83 I wish I knew more 76 about how the food I about how the food I eat is produced (how it is grown or who is 73 75% eat is produced (how 67 66% it is grown or who is growing it) 69 growing it) 55 Brands do not disclose Brands do not disclose enough information 83 enough information 78about the environmental about the environmental impact of their foodproducts, how their food 63 71% impact of their food 72 70% products, how their food is made or where the 68 is made or where the 59 ingredients come from ingredients come from 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 Male Female I like when commercials I like when commercials show me the “behind the 72 show me the “behind the 64 scenes” story about the scenes” story about the food I consume 78 food I consume 68 I wish I knew more about I wish I knew more about how the food I eat is 72 how the food I eat is 62 produced (how it is grown produced (how it is grown or who is growing it) 75 or who is growing it) 65 Brands do not disclose Brands do not disclose enough information about enough information about the environmental impact 70 the environmental impact 67of their food products, how of their food products, howtheir food is made or where 73 their food is made or where 69 the ingredients come from the ingredients come from 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) Millennials (21-34) Gen Xers (35-47) Boomers (48-67) An indulgent snack/ 98 An indulgent snack/ 93 meal every once in a meal every once in a while gives me a nice break from the day- 85 90% while gives me a nice break from the day- 89 90% to-day grind 87 to-day grind 89 Life is too short not 89 Life is too short not 85 to have an indulgent to have an indulgent snack/meal every 89 89% snack/meal every 89 88% once in a while once in a while 88 91 Even if money is tight, 88 85 Even if money is tight, I I deserve to splurge on a nice meal every 86 85% deserve to splurge on a nice meal every once in a while 77 82% once in a while 80 84 There is so much pressure to have 89 There is so much pressure 80 perfect nutrition habits to have perfect nutrition that once in a while I 89 89% habits that once in a while 76 77% need to indulge myself I need to indulge myself and take a break 88 and take a break 76 88 69 I wish that I wasn’t I wish that I wasn’treminded of how I should keep a healthy diet to 86 85% reminded of how I should keep a healthy diet to 65 65% improve my lifestyle 80 improve my lifestyle every 61 every time I turn around time I turn around 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 Female An indulgent snack/meal An indulgent snack/meal every once in a while gives 88 every once in a while gives 85 me a nice break from me a nice break from the day-to-day grind 92 the day-to-day grind 92Life is too short not to have 89 Life is too short not to have 87 an indulgent snack/meal an indulgent snack/meal every once in a while 89 every once in a while 87 Even if money is tight, I Even if money is tight, Ideserve to splurge on a nice 85 deserve to splurge on a nice 83 meal every once in a while meal every once in a while 84 80 There is so much pressure There is so much pressure to to have perfect nutrition 72 have perfect nutrition habits 74 habits that once in a while that once in a while I need to I need to indulge myself 78 indulge myself and take a break 79 and take a break I wish that I wasn’t I wish that I wasn’t reminded reminded of how I should 56 of how I should keep a healthy 68 keep a healthy diet to diet to improve my lifestyle improve my lifestyle every 60 every time I turn around 59 time I turn around 123
    • FIGURE 10C: FIGURE 10D:Screened Dining (U.S.) Screened Dining (U.K.)Percentage of American adults who would be very or Percentage of British adults who would be very orsomewhat comfortable doing the following: somewhat comfortable doing the following: Millennials (21-34) Gen Xers (35-47) Boomers (48-67) Millennials (21-34) Gen Xers (35-47) Boomers (48-67) Browsing an 87 Browsing an 86 interactive menu on interactive menu on a tablet or digital 80 75% a tablet or digital 64 67% surface instead of a surface instead of a paper menu 58 paper menu 51 76 82 Paying for the Paying for the meal with an 75 69% meal with an automated system 59 62% automated system 55 46 74 74 Using an automated Using an automated system to get my waiter’s attention 64 65% system to get my waiter’s attention 60 56% 58 34 Placing my order 69 73 Placing my order with with an automated system instead of 62 58% an automated system instead of the waiter/ 52 51% the waiter/waitress waitress 43 29Using a self-serve kiosk 70 Using a self-serve kiosk 69to assign me a table at to assign me a table ata restaurant instead of 63 59% a restaurant instead of 48 48% the host/hostess the host/hostess 44 28 124
    • FIGURE 10E: FIGURE 10F:Screened Dining (U.S.) Screened Dining (U.K.)Percentage of American adults who would be very or Percentage of British adults who would be very orsomewhat comfortable doing the following: somewhat comfortable doing the following: Male Female Male Female Browsing an interactive Browsing an interactive menu on a tablet or 73 menu on a tablet or 64 digital surface instead digital surface instead of a paper menu 66 of a paper menu 59 Paying for the 67 Paying for the 62 meal with an meal with an automated system 60 automated system 56 Using an automated 66 Using an automated 54 system to get my system to get my waiter’s attention 58 waiter’s attention 48 Placing my order Placing my order with an automated 54 with an automated 48 system instead of system instead of the waiter/waitress 51 the waiter/waitress 44 Using a self-serve kiosk Using a self-serve kiosk to assign me a table at 60 to assign me a table at 45 a restaurant instead of a restaurant instead of the host/hostess 48 the host/hostess 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) Boomers (48-67) Millennials (21-34) Gen Xers (35-47) Boomers (48-67) I would be interested in I would be interested inshopping at a grocery store 77 shopping at a grocery store 69 that offers something a that offers something alittle extra that is different from their day-to-day 71 67% little extra that is different from their day-to-day 57 56% service, like a special 53 service, like a special 41 event, speaker or class event, speaker or class If the restaurants I If the restaurants I like held special events 82 like held special events 58 (classes, entertainment, (classes, entertainment, a speaker series, 66 64% a speaker series, 52 50% etc.), I would likely etc.), I would likely check them out 45 check them out 40 I like the idea of 56 I like the idea of 53 communal tables at communal tables at restaurants and the ability to interact 41 41% restaurants and the ability to interact 45 37% with other diners 27 with other diners 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 Female I would be interested in shopping at I would be interested in shopping ata grocery store that offers something 64 a grocery store that offers something 50 a little extra that is different from a little extra that is different from their day-to-day service, like a 61 their day-to-day service, like a 54 special event, speaker or class special event, speaker or class If the restaurants I like held 62 If the restaurants I like held 47 special events (classes, special events (classes, entertainment, a speaker series, entertainment, a speaker series, 56 46 etc.), I would likely check them out etc.), I would likely check them out I like the idea of communal tables 41 I like the idea of communal tables 36 at restaurants and the ability to at restaurants and the ability to interact with other diners 33 interact with other diners 27 127
    • WHAT’S COOKING?: TRENDS IN FOOD CONTACT:466 Lexington AvenueNew York, NY 10017 Written and edited by Marian Berelowitz Ann M. Mack 212-210-7378www.jwt.com | @JWT_Worldwide Director of trendspotting Ann M. Mack ann.mack@jwt.comwww.jwtintelligence.com | @JWTIntelligence @annmmack Trends strategists Jessica Vaughnwww.anxietyindex.com | @AnxietyIndex William Palley Marian Berelowitz marian.berelowitz@jwt.com Proofreader and contributor Nicholas Ayala Contributors Aaron Baar Patty Orsini Sarah Siegel Deanna Zammit Design Peter Mullaney © 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 200offices 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 parentcompany 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-abundantinformation 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 ofmultinational clients across several categories including pharmaceuticals, cosmetics, food, and home and personal care. 128