The Future of Food

1. Whatwillwebehungryfor?
EILEENBORROMEO
MCCANNWORLDGROUPPHILIPPINES
A SHORT PRESENTATION ON WHAT WILL BE WHETTING THE APPETITES OF FILIPINO CONSUMERS

2. 2
COOKINGASAFORMOF
ADULTING
01

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COOKINGASAFORMOFAdulting
Democratisation of cooking techniques and recipes through
channels like YouTube.
Accessibility of ingredients and substitutes in supermarkets
and groceries.
Young Filipinos moving from home and experiencing
independence at an earlier age.

6. FoodforThought
6
Dowehaveproductsandservicesthatareappealingtoan
“adulting”youngFilipinowhoisnewtocooking?
Howdowehelpthemnavigatetheculinaryunknown?
Areweattunedtotheirneedsnowandinthefuture?

7. 7
Fromweekdays
Toweekends
02

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“People have no time to cook
during the weekdays. That’s why
they resort to convenience
cooking. And that’s okay.
But the weekends – that’s a
different story. People have time to
cook, they will indulge, seek out
proper ingredients – there’s time to
actually enjoy food together.”
JJ YULO
Writer, food curator, and founder of Pinoy Eats World

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10. FoodforThought
10
Howmightwesupportweekdaycookingifconsumersare
challengedtofulfilit?
Whatkindofbite-sizedexperiencescanweoffertime-
pressedpeopletoencouragethemtocookandpatronise
ourbrands?

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THINKINGLIKEA
START-UP
03

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13. FoodforThought
13
Howmightwesupporttheseyoungentrepreneurstheway
“angels”orVCsworkwithstart-upcompanies?
Dowehaveproductsorservicesthatwillhelpthemto
succeed?

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TRADITIONAND
EXPERIMENTATION
04

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THETOP10DISHESINTHEPHILIPPINES
SOURCE: KANTAR DISH PANEL

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17. FoodforThought
17
Dowehaveproductsorservicesthatcanbeaddedontoor
incorporatedintothesetraditionaldishes?
Howelsemightweencouragefilipinostoexpandtheir
repertoirebeyondthetop10dishes?

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YOUTUBE-TAUGHT
NOTMUM-TAUGHT
05

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Youngcookslearningoutsidethehome
Cooking classes targeted to children.
Predisposition to use references online – YouTube for recipes and
techniques, blogs for inspiration, IG to “show off” their skills.
Kitchen heroes include celebrity chefs and restaurateurs.

21. FoodforThought
21
Howmightwehelptheseyoungcooksconnectwiththeirfamily’s
cookinghistory?
Howmightwebringparentsandchildrentogetherinthekitchen?
HowmightorganisationscontinuetoencourageyoungFilipino
cookstocontinueinnovatingFilipinocuisine?

22. INSUMMARY
01 02 03 04 05
Cookingas
aformof
adulting
From
Weekdaysto
weekends
Thinking
likea
start-up
Traditionand
experimentation
Youtubenot
mum-taught

23. THANKYOU.
Whatwillwebehungryfor?
REACHMEAT
EILEEN.BORROMEO@MCCANNWG.COM
@PINOYWASABI
A SHORT PRESENTATION ON WHAT WILL BE WHETTING
THE APPETITES OF FILIPINO CONSUMERS
Illustration from Martha Anne Illustration