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F O O D I S T H E N E W
F A S H I O N .
T H E E V O L U T I O N O F F O O D I N D U S T R Y
17	
  marzo	
  2015
I T ’ S A L L
A B O U T T H E
F O O D .
W E L L , W H Y ?
“ M A N I S
W H A T H E
E A T S ”
L u d w i g 	
   F e u e r b a c h , 	
   	
   1 8 6 2
# F O O D T E L L I N G
T H E H I E R A R C H Y
O F N E E D S
F O O D I S T H E N E W F A S H I O N .
5
P H S Y S I O L O ...
T H E W O R S T
G L O B A L
R E C E S S I O N S I N C E
W O R L D W A R I I .
I n t e r n a t i o n a l 	
   M o n e t a r...
# F O O D T E L L I N G
F O O D I S T H E N E W F A S H I O N .
I N S E C U R I T Y & U N C E R T A I N T Y .
U.S.	
  Cons...
# F O O D T E L L I N G
F O O D I S T H E N E W F A S H I O N .
“ W H E N M O N E Y I S T I G H T , F O O D M A T T E R S ...
N E W
M E A N I N G S F O R
" O L D " N E E D S .
F R O M
F U N C T I O N A L
T O S E L F
E X P R E S S I O N .
E N D L E S S
P O S S I B I L I T I E S
O F E X P R E S S I O N
A N D
S T O R Y T E L L I N G .
C O M P A N I E S A R E
C H A N G I N G T H E
W A Y T H E Y W O R K
A N D T A L K .
A N D W H I L E
“ I T ’ S A L L A B O U T
T H E F O O D ” ?
O T H E R
I N D U S T R I E S
B E C O M E
# F O L L O W E R .
# B O O K
F O O D A S
S T O R Y T E L L I N G .
# S P O R T
F O O D A S
F I T N E S S .
# M O V I E & M U S I C
F O O S A S
E N T E R T A I N M E N T .
W H I C H O T H E R
I N D U S T R Y H A D A
H U G E I M P A C T
L I K E T H I S ?
# F O O D T E L L I N G
F O O D I S T H E N E W F A S H I O N .
F A S H I O N .
As	
  Italians,	
  just	
  like	
  food,	
...
F O O D I S T H E
N E W F A S H I O N .
A J O U R N E Y
I N T O
F A S H I O N .
A R T I S A N A L
F A S H I O N
1 9 6 0 s - 1 9 7 0 s
B R A N D E D
F A S H I O N
1 9 8 0 s - 1 9 9 0 s
F A S T
F A S H I ...
T H E N , W H A T
A B O U T F O O D ?
F A S T
F O O D
1 9 8 0 s - 1 9 9 0 s
B R A N D E D
F O O D
2 0 0 0 s - 2 0 1 0 s
W H A T W I L L
H A P P E N
T O M O R R O W ?
T W O J O U R N E Y S C L O S E L Y C O N N E C T E D .
27
# F O O D T E L L I N G
F O O D I S T H E N E W FA S H I O N .
...
A R T I S A N A L
F O O D
2 0 2 0 s
F A R I N E T T I I S
T H E N E W
A R M A N I .
A N D W H O
W I L L B E T H E
N E X T B L O N D E
S A L A D ?
M A R K E T
R E V O L U T I O N
V I A R I P A M O N T I , 4 4
2 0 1 4 1 M I L A N O
02 36565425
www.marketrevolution.it	
 ...
32
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Food is the new Fashion

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Questa ricerca, costruendo un parallelo con il mondo del fashion, racconta l'evoluzione e il futuro del food.

È stata presentata durante la Social Media Week 2015 insieme ad un’analisi di Squadrati sul target e le tendenze del mondo del food.

Published in: Business
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Food is the new Fashion

  1. 1. F O O D I S T H E N E W F A S H I O N . T H E E V O L U T I O N O F F O O D I N D U S T R Y 17  marzo  2015
  2. 2. I T ’ S A L L A B O U T T H E F O O D .
  3. 3. W E L L , W H Y ?
  4. 4. “ M A N I S W H A T H E E A T S ” L u d w i g   F e u e r b a c h ,     1 8 6 2
  5. 5. # F O O D T E L L I N G T H E H I E R A R C H Y O F N E E D S F O O D I S T H E N E W F A S H I O N . 5 P H S Y S I O L O G I C A L S A F E T Y & S E C U R I T Y B E L O N G I N G S E L F - A C T U A L I Z A T I O N S E L F - E S T E E M
  6. 6. T H E W O R S T G L O B A L R E C E S S I O N S I N C E W O R L D W A R I I . I n t e r n a t i o n a l   M o n e t a r y   F u n d
  7. 7. # F O O D T E L L I N G F O O D I S T H E N E W F A S H I O N . I N S E C U R I T Y & U N C E R T A I N T Y . U.S.  Consumer  Confidence  Index:  1994-­‐2014 50 100 150 Source:  dati:  Wisconsin  University,  2015;  rielaborazione:  Market  Revolution,  2015. 7
  8. 8. # F O O D T E L L I N G F O O D I S T H E N E W F A S H I O N . “ W H E N M O N E Y I S T I G H T , F O O D M A T T E R S M O S T ” . According  to  Alderfer,  when  higher-­‐order  needs  are  frustrated,  the  individual  seeks  to  maximize  the   satisfaction  of  lower-­‐order  needs  through  its  revaluation. Source:  Nielsen,  2010;  Complessità  organizzazione  sistema,  2008. 8 - +
  9. 9. N E W M E A N I N G S F O R " O L D " N E E D S .
  10. 10. F R O M F U N C T I O N A L T O S E L F E X P R E S S I O N .
  11. 11. E N D L E S S P O S S I B I L I T I E S O F E X P R E S S I O N A N D S T O R Y T E L L I N G .
  12. 12. C O M P A N I E S A R E C H A N G I N G T H E W A Y T H E Y W O R K A N D T A L K .
  13. 13. A N D W H I L E “ I T ’ S A L L A B O U T T H E F O O D ” ?
  14. 14. O T H E R I N D U S T R I E S B E C O M E # F O L L O W E R .
  15. 15. # B O O K F O O D A S S T O R Y T E L L I N G .
  16. 16. # S P O R T F O O D A S F I T N E S S .
  17. 17. # M O V I E & M U S I C F O O S A S E N T E R T A I N M E N T .
  18. 18. W H I C H O T H E R I N D U S T R Y H A D A H U G E I M P A C T L I K E T H I S ?
  19. 19. # F O O D T E L L I N G F O O D I S T H E N E W F A S H I O N . F A S H I O N . As  Italians,  just  like  food,  it  is  quite   “our  business”.   19
  20. 20. F O O D I S T H E N E W F A S H I O N .
  21. 21. A J O U R N E Y I N T O F A S H I O N .
  22. 22. A R T I S A N A L F A S H I O N 1 9 6 0 s - 1 9 7 0 s B R A N D E D F A S H I O N 1 9 8 0 s - 1 9 9 0 s F A S T F A S H I O N 2 0 0 0 s - 2 0 1 0 s
  23. 23. T H E N , W H A T A B O U T F O O D ?
  24. 24. F A S T F O O D 1 9 8 0 s - 1 9 9 0 s
  25. 25. B R A N D E D F O O D 2 0 0 0 s - 2 0 1 0 s
  26. 26. W H A T W I L L H A P P E N T O M O R R O W ?
  27. 27. T W O J O U R N E Y S C L O S E L Y C O N N E C T E D . 27 # F O O D T E L L I N G F O O D I S T H E N E W FA S H I O N . ARTISANAL FASHION 1960s 1970s BRANDED FASHION FAST FOOD BRANDED FOOD ? FAST FASHION 1980s 1990s 2000s 2010s 2020s
  28. 28. A R T I S A N A L F O O D 2 0 2 0 s
  29. 29. F A R I N E T T I I S T H E N E W A R M A N I .
  30. 30. A N D W H O W I L L B E T H E N E X T B L O N D E S A L A D ?
  31. 31. M A R K E T R E V O L U T I O N V I A R I P A M O N T I , 4 4 2 0 1 4 1 M I L A N O 02 36565425 www.marketrevolution.it   info@marketrevolution.it   S T E F A N O D A E L L I Strategy  &  Content  Director   stefano@marketrevolution.it 31
  32. 32. 32

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