130221 alpro event21_feb13_changing consumer behaviour

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Changing consumer food habits. Why and how.

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130221 alpro event21_feb13_changing consumer behaviour

  1. 1. Changing consumer behaviour “Eat more plants ?” Alpro Sustainable Food event 21 Feb @katrienbarratWednesday 6 February 13
  2. 2. 1. It is urgent to move to plant-based diets 2. People (a lot of them) care ... Food prices raise & they want healthier, sustainable food 3. They need help with the “how” though Inspire them and solve the “healthy indulgence” question 4. Focus on your intrinsic product strengths Pure, fresh, healthy, value for money, ... 5. Be demanding and leadWednesday 6 February 13
  3. 3. Our window of opportunity is closing Moving people to plant-based food is an urgency Heres howWednesday 6 February 13
  4. 4. Wheat prices rose with 14% in 2012 Here is why consumers are interested and open to your messageSource: Worldbank repot 2012Wednesday 6 February 13
  5. 5. And another this year? Already, FAO Food Price Index Corn and soybean futures are at 1990 – June 2012 record highs and 200 still increasing 2002 – 2004 = 100 Two record food price spikes within three years ? 150 100 50 1990 1995 2000 2005 2010 2013 Source: The Food and Agriculture Organization of the United Nations, 2012Wednesday 6 February 13
  6. 6. Households Food 20% Transport “Stuff” (ICT, appliances,...) 17% Energy 6% 20% of budgetSource: FOD Household budget 2011Wednesday 6 February 13
  7. 7. Households “Stuff” (ICT, appliances,...) Transport 30% Food 16% Energy 26% 16% of CO2Source: Futureproofed analysis Flemish households emissionWednesday 6 February 13
  8. 8. Solving top3 consumer concerns 20% benefits climate and citizens 1. stabilise prices 70% 2. healthy food 60% 3. less packaging 57% Source: C-Change market research Apr 2012Wednesday 6 February 13
  9. 9. packaging out of season origin store layout open refrigerators waste abundance, squandering inefficient transport From packaging, inefficiency on the outside...Wednesday 6 February 13
  10. 10. Less “added stuff” Less fat... less meat Fresh & Pure Better for me Healthy Produced with respect In season Origin Specific types Better for environment ... to a focus on the product itselfWednesday 6 February 13
  11. 11. good for environment quality, value for money pure, good ingredients “Sustainability” “Health” Consumers make a spontaneous relation between health and sustainability through the pureness and quality of fresh productsWednesday 6 February 13
  12. 12. smaller scale fruits & vegetables close by qualitative sustai- health FRESH trustworthy nable pure with care A focus on the product itself has the potential to solve a consumer problem and shift mass behaviourWednesday 6 February 13
  13. 13. ... as it solves a real consumer problem today “All you can eat” radical enjoyment full indulgenceWednesday 6 February 13
  14. 14. Wednesday 6 February 13
  15. 15. Wednesday 6 February 13
  16. 16. “New Nordic is a mentality right now. Its a mentality of discovery.”Wednesday 6 February 13
  17. 17. Mistakes we cannot afford 1. Take something away, compare 2. Patronize, moralize 3. Ask too much effort 4. Make it too difficult 5. Think consumers do not matter 6. Not act (boldly enough)Wednesday 6 February 13
  18. 18. Be (a) demanding (brand) In times of crisis, people look for leadersWednesday 6 February 13
  19. 19. Going beyond a marketing campaign Identification Social Health responsability PrideWednesday 6 February 13
  20. 20. 1. It is urgent to move to plant-based diets 2. People (a lot of them) care ... Food prices raise & they want healthier, sustainable food 3. They need help with the “how” though Inspire them and solve the “healthy indulgence” question 4. Focus on your intrinsic product strengths Pure, fresh, healthy, value for money, ... 5. Be demanding and leadWednesday 6 February 13
  21. 21. “Eat more plants !” @katrienbarratWednesday 6 February 13

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