Cookies Stories is a bakery/cafe in Curitiba, Brazil that sells handmade cookies and other baked goods. While successful, the owners want to expand their customer base to be more sustainable and appeal to vegan customers. This trend report identifies three trends that could help: 1) "Go Slow Green" - focusing on using high quality, local ingredients and making the shopping experience more enjoyable and relaxing, 2) "Thinking Green" - promoting sustainability practices like zero waste and using fair trade products to attract customers interested in ethical consumption, and 3) "Visual Food Culture" - leveraging Instagram and influencer marketing to showcase the bakery's aesthetically pleasing foods in order to draw in customers and increase sales.

1. Trend Report

2. Index
Introduction
Business Model
Trend Sensitivity
Client
Sector, Target Group, Developments
Trend 01 - Go Slow Green
Trend 02 - Thinking Green
Trend 03 - Visual Food Culture
Appendix
Apa
Introduction
The final piece of the minor trendwatching is to make one
inspirational trend report “tailored” for a client of choice. This client
needs to be 'business to consumer' (N@t school, 2017). I wanted to
make the trend report for a client which whom I have affinity, and so, I
choose a bakery from my home country, that I already visited and that
my friend’s sisters are the owners.
Cookies Stories - Client Background
Cookies stories is a bakery/cafe that sells cookies back in my
hometown, Curitiba, Brazil. It was founded by Camila and Rafaela
Camargo, two years ago. First, they sold cookies online, after this, they
had a Food Bike and now they have the physical store. The experience
of the sisters with cookies come from a long time: Rafaela lived in the
USA 12 years ago and had contact with lots of different recipes. Camila
is graduated in gastronomy and have a major in Pâtisserie. Combining
these two expertises, they tested lots of different types of cookies and
succeed in making something different. At the cafe, they make and sell
all types of cookies, cakes, pies, cheesecakes, coffee and tea. Their
slogan is #BadPlaceForDiet and are a huge success in the city, opening
the second store not so long ago.

3. 3
Issue
Clients demanding for vegan products and the store not
Being sustainable.
Goal
To gather more vegan and normal clients, to help the environment and
maybe use this as advertising, calling more customers that are
extremely sustainable conscious, leading into more profit. The objective
is to inspire Cookies Stories with the research and developments in
food, lifestyle and retail sector, while keeping track of the relevant
trends in alternative food, zero waste, cruelty free consumption, ethical
consumption.
Central Question
Which trends and developments in the area can help the client to be
more sustainable and gather more vegan clients? And which trends and
developments can help the client to inspire itself and do even more?
Sub Questions
1. Which is the target group of Cookies Stories?
a. Which is the Target group that Cookies Stories want to
achieve?
b. Which is the current experience that this group have in
Cookies Stories?
c. What Cookies Stories have to do to be more sustainable in the
production and in stores itself and to gather vegan clients?
d. What the client have to do to add more clients with specific
exclusive diets?
2. What are the biggest values of Cookies Stories?
a. How can we apply them with the new target group?
b. What we have to do to have a better service?
3. What are the most inspirational trends for the client?
4. What developments within the curve sector are relevant?
4

4. 3
Methodology
To trace the trends and developments, the Intuitive
Forecasting research method is used. With Intuitive Forecasting you
investigate based on your intuition and gut feeling (often on the basis
of images). This is the most interesting trend method for Cookies
Stories, because the focus is on what is now relevant for the bakery,
and not over more time (ex. twenty years). The CRAT method is used
(Current Retrospect Analysis Trends). This is a model designed for
organizing your intuition. Before starting with this method, you are
supposed to formulate a hunch. This is done by filling in the sentence:
"There is something with xx these days ..." You notice that there is
currently a development going on that is inspiring and can develop into
a bigger idea. Then you look at the present and the past through the
NOW (Current) and the HOW / WHY (Retrospect) codes. From there, a
value and need shift is determined that is important for the client
(N@tschool, 2018).
Method
This trend report is elaborated by means of various steps. First of all,
research is done within the client. Who are they and what do they do
exactly? From here, the problem and the related questions are formu-
lated. Then, the client's trend sensitivity is examined to see to what
extent they are already working on trends. Here, their products,
services and values are highlighted. The Business Model Canvas will
also be entered here. In the next step we look at the sector in which
Cookies Stories is located. This is important to know, because it is used
to check which identified developments and changes within this sector
can lead to trends. These can help further in the development of the
report. Then the target group is discussed. Who are they and what are
their wishes and needs? Where on the adoption curve of Rogers is the
target group and why? Finally, it is time to use the research method
Intuitive Forecasting, including the CRAT model, in order to be able to
identify and analyze new trends. An evidence is used for this wall to
make it visual. When three trends have come about, it is time to issue
an advice for the client so that the client can actually do something with
it.

5. Business model
Channels - Social media, specially instagram. Facebook, website and
food influencers blog. Google maps too.
Cost instructure - Rent from the stores, raw products price,
employees, website domain, social media and advertising costs.
Revenue Streams - physical shops, selling beverages and delicacies.
Value Proposition
● What value we deliver to our customers?
Delicious unique delicacies, innovative culinary, local coffee, fresh
variety of products everyday, comfort, coziness, fresh made products.
• What problems of our customers are we trying to solve?
More efficient service, vegan, gluten free and decaffeinated coffee.
• What combination of products / services do we offer each
customer segment:
• What customer needs, do we try to meet?
Convenience, practicality, vegan delicacies.
Customer segments
All customers who loves sweets things and a great place to have a good
time with friends
Trying to gain vegan, people who have diet restrictions as lactose,
gluten, caffeine free.
Localvores, ethical consumers
Key Activities - Make fresh handmade delicious cookies, other
delicacies, coffee and tea
Key partners - Moka café, gazeta do povo gourmet, o que fazer
curitiba, projeto compostar, callebaut chocolates, arquiteto
Key Resources - Chefs, waitresses,moka cafe, callebaut chocolate,
ingredients that they use everyday
Consumer Relationships - A place to feel like home but in a
exceptional way. You go there to have a great comfortable time, but
experiencing new creative and extraordinary flavours, creating a long
term relationship.

6. Trend Sensivity
Cookies Stories is located in the middle of early adopters and early
majority because even cookies being a “normal thing”, in Brazil the
majority of people is not really used to gourmet bakery and products,
due to its price. The bakery opened less than two years ago and even
with the new store recently opened and being a success, just a really
selected public go there.
The owners of Cookies Stories want to achieve the full early
majority curve.

7. Client

8. Sector, Target group,
Developments

9. Go Slow Green
“There is something more deep inside the vegan movement these
days…”
People with vegan/vegetarian diets have the tendency to care
much more about their food choices, regarding all the cycle of eating,
from the selection of the ingredients, the preparation of it, and the
serving. Is all an important cycle, caring more about the food made on
time, and they don’t mind paying a little bit more to have a good quality
of meal, that little moment will bring them happiness.
Macro Trend - Slow Food
Many people have had enough of fast, convenient, yet unlovingly
prepared food. Communal meals are being rediscovered as a ritual and
an occasion for communication; investing time to cook for and with
others is an event. People meet up at food markets to sample the
organic, regional snacks prepared and sold at various food trucks.
Inspiration is sought in social networks to see what wonders can be
performed with the weekly vegetable delivery.
Mega Trend - Food Culture
More attention is being given to food and cooking than ever
before. Special dietary habits are celebrated. Whether it’s paleo,
gluten-free or clean eating – all kinds of tasty-looking meals are posted
in Instagram with the hashtag #foodporn, to become part of our visual
culture. The vegan diet has become a global trend. Preparation,
enjoyment and companionship are then fully celebrated. The whole
affair serves to slow life down.

10. Go Slow Green
Food as a Ritual - Social
“Sohwakhaeng” is a trend in korea that refers to have a small, but
certain amount of happiness in what you do or buy, specially with little
foods, as cafes and nice pastry, rather then the intensity of the
happiness that you’ll have. (JENNY DANG 2018). This idea was first
presented in 1986 by Haruki Murakami, in his philosophy essay of
“small but certain happiness” that is called “Afternoon in the Islets of
Langerhans”. This, comes with the need os slowing down the fast pace
of life nowadays. Every little moment is important.
Conscious alimentation - Street
For cooking, every little step is important. From selecting
ingredients, the way they will be prepared and the way they’ll be
consumed is very valuable: more healthy, organic food. No matter if it’s
more expensive to have better ingredients, people are willing to pay for
it, for the higher quality that’ll have with that ingredient. We can see a
lot of examples from restaurants doing this now (see Slow Food in the
UK).
People
The vegan diet became a global trend (Trendone 2018). A lot of
influential people, as Hom Yorke from The Radiohead, Benedict
Cumberbatch, Zac Efron and even Beyoncé adopted a vegan diet or are
into transition (Good House Keeping 2018). Beyoncé even invited her
fans to become vegan with her. All these influential people keep on
saying good things about the vegan way of life and how the diet helped
them in many ways, leading and inspiring people to have this type of
diet.
Advice
Make the little moment the most enjoyable as possible. Showing
the client that the cookies are freshmade everyday through the social
media channels of the bakery, and make the space of the store even
more comfortable (gezellig) that already is.

11. Thinking Green
“ There’s something about restaurants using fair trade products…”
More restaurants are adopting an ethically conscious
management, using fair trade, local and organic products. Applying
these actions as a form of advertising for themselves. And not just the
final meal product, but the entire process of cooking inside the
restaurant, with zero waste methods and using a circular economy
ideal.
Macro Trend - Zero Waste
Movement that have the circular economy and minimalism in its
core. It aims to create a system where all resources can be resumed
fully back into the system. There is a growing awareness in Western
industrial nations of the continuing problem of food waste. Restaurants
offer to wrap up leftover food or cook meals using ingredients that are
close to their use-by date.
Mega Trend - Sustainability
The concept of sustainability now has an influence on a wide
variety of global debates. The entire economy, power generation,
production, agriculture and consumer goods sectors are scrutinized for
their degree of sustainability. Consumer decisions are now best made
from an ethical perspective. Sustainable work is being carried out at the
supposed end of the product life cycle too: the circular economy is the
term now used to describe the reuse of unused objects and waste. It
will help to relieve the problem of disposal, at least partly. Ideally, no
waste at all will be produced in private households thanks to the zero
waste concept.

12. Thinking green
Sustainability as advertising - Media
Restaurants like Silo, Avocado show or by Chloe, uses the main
concepts of “green restaurant” as advertising for themselves, this way
growing their influence esphera, and gathering new customers to their
restaurants. They stamp on their website, instagram, google, magazines
that use fair trade products, that their system is zero waste, that they
use organic products from local producers (locavore) and that even
their furniture is inside a circular economy cycle (Silo).
Ethical Consumption Grow - Economy
Ethical Consumerism is a consumer activism that was first
presented by UK magazine Ethical Consumer, first published in 1989.
After that, this movement continued to grow, and exists until today.
And according to Ethical Consumer, the market for ethical products and
services has grown by more than £40bn since 2008, with households
spending an average of £1,263 on ethical goods in 2016 (Financial
Times 2017).
Sustainable Cutlery + no meat - Street
In London Borough Market, other then the difficulty to find booths
with normal meat, (because almost all the food stalls serve vegan or
vegetarian meals, with soya meat) they are banning and investing really
strongly in sustainable wooden (or compostable plastic) disposable
cutlery. The interesting thing is that there’s none booths have normal
plastic disposable cutlery. As well in other street food trucks and food
markets (like Prets), are serving food in cartoon boxes and the straws
are made of paper only. This can be a heavy move due to the decision
of European Commission that happened in march 20th 2018, to ban all
the disposable plastic cutlery until 2025.
Advice
After adapting a circular economy or zero waste concept and
changing all the cutlery to sustainable ones, show thought social media
that now the store is adopting these concepts. This way probably more
clients would gather, being happy to consume a product that is almost
100% ecologically correct. And if the bakery is willing to sell sustainable
cutlery (like straws), make a promotion that connects the new cutlery
with the own products at the bakery. Buy one cutlery and then have
discount for the beverage or the pastry.

13. Visual Food Culture
3 3
“There is something about beautiful food (#foodporn) on
instagram…”
The visual culture in marketing is dominating everything today.
People follow instagram food profiles for being very appealing and
aesthetically pleasing. Communication is made by images and the
advertising is the product photo itself. Influencers are giving visibility to
the brand. Sometimes taking pictures is more important than eating
itself. All the new recipes are thought beforehand and how they’ll
appear on the social media. It's not just a matter of taste anymore.
Macro Trend - Influencer Marketing
Brands have recognized the potential of influencers and divide
their advertising budgets accordingly. They use channels with
thousands of followers to boost their own profile by placing their
products in the news stream. The advantage of this, is that marketers
reach their target groups more directly through influencers than with
conventional advertising.
Mega Trend - Attention economy
Attention is one of the most important currencies of the 21st
century. Brands are therefore increasingly using emotionalization,
authenticity and stances on social issues. Advertising is also a service
and utility when value propositions become the standard. Brands, think
outside the box and, with dynamic storytelling in content marketing,
offer their customers high-quality content instead of flat claims. More
brands are discovering influencer marketing.The aesthetic spirit of our
“visual culture” develops continuously and keeps the shapers of brand
communication on their toes.

14. Visual Food Culture
“Instagramable” food - Media
‘Instagrammable’ food/places is food/places that either looks good
or stands out in some way – color, ingredients, decoration. It is
connected directly with the visual culture that we live in. Photographing
food is sometimes even more important than eat, as we can see in Dirty
Bones in London, that literally offers a free "foodie Instagram pack" that
comes with a camera light, wide lens, phone charger, and a tripod selfie
stick for the best photos. According to Retail Dive study (2017)
Instagram influences almost 75% of user purchase decisions. In today’s
connected world, it is obvious that social media influences a lot of our
food consumption and behavior.
Personalization - Social
Uniqueness. Every person is different and have their own
peculiarities. This is reflecting in baked goods too. Personalization
brings trust and joy, because people with different diets feel embraced,
since there’s not too much options for them. Taste Tomorrow made a
research that asked consumers to rank several (fictional) product
concepts on relevance, uniqueness and a willingness to purchase. And
the result was that, 74% of the global respondents considered that the
concept of personalized bread was very relevant and 80% would
definitely buy it.
Influencer Culture - People
According to a study made by Hartman Group “ Clicks & Cravings:
The Impact of Social Technology on Food Culture”, shows that most
people now discover new foods via social online and blogging. The
culture of food influencers “foodies” is growing up each day, and when
there’s someone recommending the place you are willing to go, is way
easier and more regarding to go, knowing that possibly is good. In
2018, Seven Rooms researchers found that 35% of americans have
eaten in a restaurant because they saw in social media, meaning that
people are impacted to places they see online.
Advice
Take advantage of influencer marketing, continue to make the
food as much instagramable possible, make more customizable recipes
for vegans, people with special diets and for whoever wants. Again,
never forgetting to bomb the social media with advertising and pictures
of what the bakery is doing. Make one recipe that is fully customized,
letting the consumer choose what is going to “enter” in it.

15. Appendix
3 3
Sustainable Cutlery,
vegetarian and
Vegan food booths
in London

16. Appendix
3 3
Avocado show - fair
trade and beautiful
IG feed
Silo - Zero waste
restaurant

17. APA
3 3
Infographic: Influence in the Restaurant Industry. (n.d.). Retrieved
February 1, 2019, from
https://sevenrooms.com/en/blog/influence-in-the-restaurant-indu
stry/
Woldt, M., & Woldt, M. (2016, January 26). Marketing to
Millennials: Imagery is Everything – Adventures in Consumer
Technology – Medium. Retrieved January 6, 2019, from
https://medium.com/adventures-in-consumer-technology/marketi
ng-to-millennials-imagery-is-everything-58c3ce9273e3
Media, C. (n.d.). Social media and "Instagrammable" food:
Millennial influencers – a virtual reality? Retrieved January 15,
2019, from
https://www.foodingredientsfirst.com/news/social-media-instagra
mmable-food-millennial-influencers-a-virtual-reality.html
Salpini, C. (2017, August 23). Study: Instagram influences
almost 75% of user purchase decisions. Retrieved February 4, 2019,
from
https://www.retaildive.com/news/study-instagram-influences-alm
ost-75-of-user-purchase-decisions/503336/
Moka Clube - Assinatura de Cafés Especiais. (n.d.). Retrieved
January 11, 2019, from https://mokaclube.com.br/
Cardápio. (n.d.). Retrieved January 11, 2019, from
https://cookiestories.com.br/cardpio
J. (2018, November 27). The Future 100: 2019. Retrieved
January 5, 2019, from
https://www.jwtintelligence.com/2018/11/the-future-100-2019/
Venncreative.co.uk. (n.d.). Celebrate what's on your plate!
Retrieved from https://www.slowfood.org.uk/
Boden, R. (2014, June 04). Starbucks Korea lets customers
place orders with their mobile phone, more countries to follow •
NFC World. Retrieved January 6, 2019, from
https://www.nfcworld.com/2014/06/04/329509/starbucks-korea-let
s-customers-place-orders-mobile-phone-countries-follow/
Hunt, T. (2018, November 01). Why shop ethically? Retrieved
January 17, 2019, from
https://www.ethicalconsumer.org/why-shop-ethically
Strategyzer uservoice. (n.d.). Retrieved January 18, 2019, from
https://strategyzer.uservoice.com/
UK Ethical Consumer Markets Report. (2019, January 11).
Retrieved January 14, 2019, from
https://www.ethicalconsumer.org/research-hub/uk-ethical-consu
mer-markets-report
Ethical consumerism. (2001, February 22). Retrieved January 9,
2019, from
https://www.theguardian.com/money/2001/feb/22/ethicalmoney1
Dang, J. (2018, July 27). Trending In Korea: Sohwakhaeng (Small
but Certain Happiness) | 10 Magazine. Retrieved January 20, 2019,
from
https://10mag.com/trending-in-korea-sohwakhaeng-small-but-cert
ain-happiness/
Tom Batchelor @_tombatchelor. (2018, May 28). EU proposes
ban on plastic cutlery, straws and other single-use items.
Retrieved January 22, 2019, from
https://www.independent.co.uk/news/world/europe/plastic-ban-st
raws-eu-cutlery-cotton-buds-single-use-uk-environment-a8373351.
html

18. APA
3 3
Hancock, A. (2017, December 23). Younger consumers drive
shift to ethical products. Retrieved January 25, 2019, from
https://www.ft.com/content/8b08bf4c-e5a0-11e7-8b99-0191e4
5377ec
Mega-Trend: Food Culture. (2019, January 11). Retrieved
February 2, 2019, from
https://www.trendone.com/en/trend-universe/mega-trends/
mega-trend-detail/food-culture.html
(n.d.). Retrieved January 6, 2019, from
https://www.msn.com/en-gb/health/nutrition/britains-famou
s-vegans-and-vegetarians/ss-BBIvnxK#image=6
Person. (2018, December 21). These Celebrities May Convince
You to Go Vegan. Retrieved January 6, 2019, from
https://www.goodhousekeeping.com/life/g5186/vegan-celebri
ties/?slide=3
Redefining what it means to eat well | the Story. (n.d.).
Retrieved January 15, 2019, from
https://eatbychloe.com/the-story/
Jane Dalton @JournoJane. (2018, July 02). Plastic cutlery and
plates may be banned in UK. Retrieved January 20, 2019, from
https://www.independent.co.uk/news/uk/home-news/plastic-
cutlery-plates-banned-uk-oceans-sea-pollution-marine-life-eco
nomic-defra-a8425626.html