Mindsets on Food & Eating In 2009
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This document discusses a classic reaction against traditionalism which perceives consumer packaged goods (CPG) companies as large autonomous entities responsible for making global food culture more uniform.
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Mindsets on Food & Eating In 2009
- 11. Classic reaction against traditionalism which perceives CPG companies as big autonomous agencies responsible for the homogenization of global food culture.
Editor's Notes
- INTRODUCTION This next section is about food trends and eating habits I want to show you why there is the strong opportunity for your brand to play the role of sous-chef in the lives of consumers. because as you may or may not know there has been a migrations back into the home.
- AGENDA So the next 10 to 15 minutes is divided into 3 sections: 1). What’s behind this mass migration back into the household. 2). Given this movement – what are some of the trends that we are seeing. 3). What are some of the implications for a sous-chef brand.
- MOVEMENT BACK HOME – RESTAURANTS ARE IN TROUBLE (ECONOMY) This movement back into the home has been brewing for the last few years but it has really been kicked into high gear as a result of the recssionary economy. So let’s get this out of the way. The economy has forced people to review their spending habits and cutting back on restaurants is one of the easier ways to tighten belts given the alternative of cooking at home. To put the effect of the economy into perspective, a recent study states that 53% of consumers are cooking more from scratch than they were 6 months ago. (MINTEL)
- MOVEMENT BACK HOME – HEALTH & TRACEABILITY Here are some reasons going on in the background. – HEALTH & YOU ARE WHAT YOU EAT Greater transparency and understanding of the food industry has resulted in people moving back home since at home is healthier and offers and element of control. Lays example Hagen Daz example Greater realization that your are what you eat – the result has had numerous impacts on consumer behaviour: 1). Concerned about the effects of food, people are looking for healthier options. - common belief that cooking at home is healthier for you. - consumers can control the food they are putting into their bodies by cooking at home. 2). Concern about the effect of food has also resulted in a demand for transparency around food: - Lots more label readers - Simple ingredient: Hagen Daz 5 3). Concern about the effect of food has also resulted in a greater flow of information around the origins of food and the people behind them. - GMOs
- MOVEMENT BACK HOME – COOKING IS “IN” Think about all the cooking - shows - classes - chefs All of which has made cooking is entertaining/sexy/fun but most importantly cooking is ACCESSIBLE.
- Sweet Rocco DiSpirito danced into our hearts even though he couldn't foxtrot on Dancing With the Stars He playfully recalls memories of "stinky guys," their long hair pulled back, not presentable enough to be allowed into a bar where they were trying to congregate after work. Stone designs his products, and they are simple and practical, yet clever. Cooking is not just a chore – it’s something we enjoy doing http://www.thestar.com/article/651716
- As a result – people are jumping into the kitchen Proof point: Cooking Mama videogame
- TRENDS IN COOKING AT HOME - Redefinition of Convenience A change in what consumers expect from cooking products and brands. Convenience to consumers once meant “replace my role in the kitchen” think Stouffers. Brands offered quick fix products. But now consumers don’t want to replaced, they want to be helped. Successful CPG goods are those that assist the consumer achieve experimental cooking goals as is evident with the recent flood of goods like rubs and marinades.
- HOME TRENDS – RECREATING THE RESTAURANT EXPERIENCE More and more consumers are trying to replicate the restaurant experience, from the food to the experience to the products. This is part and parcel some of the rational behind the redefinition of convenience. Consumers are really trying their hands at ethnic cuisines and more diverse dishes. CPG examples of brands helping out in this department. Cutlery etc. TREND – bring chef into the house HOME TRENDS – BACK TO BASIC Restaurant trend Local Seasonal Veggies and milk delivery
- HOME TRENDS – QUALITY 41% of households are intentionally selecting higher quality brands and good. The economy is not affecting the quality of food ppl are buying. Redefinition of quality: beyond health food. Economically when it comes to making the tough economic choices people are looking to food and grocery to make the big cuts. It’s not effective at reducing budgets. This is expected to continue as the recession subsides. This is an overall trend and should not be evaluated on a short time scope
- HOME TRENDS - SLOW FOOD MOVEMENT THINK of the Slow Food Movement as the anarchist gourmant Classic reaction against traditionalism which perceives CPG companies as big autonomous agencies responsible for the homogenization of global food culture. Key Values: Authenticity – reconnect people with heritage of food and the traditional and cultural pleasure of eating. Aversion To Pretense – everyone deserves “clean food” Skepticism of Authority – antithesis of large scale farmings DIY – reconnect with what we eat Slow Food Movement is evident in the next two points.
- Green is still a very big issue but as you can imagine economic pressure have put some breaks on consumer enthusiasm (and spending) Although “green” is less trendy it is still important…in fact it has evolved from being a “neat to have to a must have” but it’s been expressed in a different fashion: sustainability. Consider the following numbers: 71% of Canadians feel that green initiatives should be put on hold until the recession is over. Mintel. 73% of Canadians feel that the government should only adopt economic measure that are sustainable. Mintel. Reconnection with the food that we eat Ex. Tax subsidies the city offers in his neighborhood if he covers his roof with plants. A survey by Green Roofs for Healthy Cities, which represents companies that create green roofs, found the number of projects its members had worked on in the United States grew by more than 35 percent last year In total, the green roofs installed last year cover 6 million to 10 million square feet, the group said.
- IMPLICATIONS – Savoring The Experience Deliver the most desirable array of distinctive experiences. Make it functional – laboratory as consumers experiment Make it comfortable
- Given the redefinition of convenience: Provide consumers with the critical knowledge they might not have. Allow them to upload instructions to the screen Wifi screen
- Sustainability Coming out of the recession…sustainability is going to be critical. Sustainability goes beyond just your products…it must be founded into your business practices.