1) Food trends are changing in a digital world, with more people cooking elaborate meals but lacking basic cooking skills, and relying on prepared meal kits and all-in-one appliances. 2) People closely self-track their health, habits, and nutrition through various apps and emerging technologies like epidermal electronics. 3) Consumers are increasingly concerned about food quality and origin, driving interest in regional and organic labels, though confusion remains, while apps provide information and urban farming becomes popular.

1. Image source: http://de.de/essen-und-trinken/kochen-fuer-gaeste-wenn-es-perfekt-sein-soll-geht-alles-schief/001323/
Food Paradox
Food Trends in a Digital World
Dr. Markus Pfeiffer, Bloom Partners GmbH
March 2015

2. Australopithecus-Group
(incl. Homo habilis)
Modern Age Human
(Homo sapiens)
ca. 850 Grams
Cerebral Matter
ca. 1.350 Grams
Cerebral Matter
The Human Evolution led to bigger brains and
a smaller jawbone

3. But it looks like raw meat is
back in trend

4. 6.42 6.38
6.6
6.88
7.75
2010 2011 2012 2013 2014
Source: Institut für Demoskopie Allensbach
Vegetarians in Germany (in %)
As much as vegetarianism

5. Greece
16%
Spain
14%
France
14% EU-27
13% Germany
12%
Austria
10% UK
9%
Spendings for Food in the EU
Germans lack behind on spendings for food

6. Trend 1
FOOD PARADOX

7. Image source: http://www.erlebnisgeschenke.de/molekular-kochkurs/bremerhaven/
Screenshot source:
www.jochen-schweizer.de
We love to cook extravagant meals…

8. Image source: https://www.bosfood.de/shop-detail/kategorie/patisserie-dessert-sirup/subkategorie/vanille-und-vanilleprodukte/produkt/bourbon-vanille-schoten-superior-qualitaet-papua-neuguinea-ca-5-st.html
In a cooking class a participant
threw the bourbon vanilla into
the trash, because he thought
the fresh marrow was dirt.
"Oh, I didn’t know Vanilla is a plant?"
…but not even know the basics of cocking.

9. Image source: http://www.bulthaup.de/#/8BB0FA3C172B74CDC12577610053A82A
We buy expensive luxury kitchens as a status symbol…

10. 29 min./day for preparing food
(Coffee and cheese bread included)
2 min. more compared to USA
Image source: http://www.bulthaup.de/#/8BB0FA3C172B74CDC12577610053A82A
…but we are not using them.

11. Source: http://www.gruber-ernaehrung.ch/gfx/userfiles/files/2798-gruber-flyer-a4-kochkurs_08_10_13pdf.pdf
Good, there is help for those, who want to learn it.

12. Rob Rhinehart
24 J.
IT Developer
Image source: http://www.spiegel.de/fotostrecke/das-soylent-rezept-fotostrecke-94476.html
And there are solutions that help make nutrition easy!

13. Image source: http://www.samradford.com/post/the-end-of-food
Complete nutrition with powder shakes!

14. Image source: https://www.hellofresh.de/presse/
For those who want to cook but don‘t know what…

15. 2
14
120
200
2012 2013 2014 2015
Image source: https://www.hellofresh.de/presse/
…there are more and more curated food offers.
Turnover in Mio. Euro

16. Thermomix®
Every 38 sec. a sale
About 1 million worldwide
> 36k Recipes
Image source: http://www.huffingtonpost.de/2014/12/23/thermomix-kuechenhilfe-vorwerk-weihnachten_n_6370840.html
Or you just throw everything in a all-in-
one solution with step-by-step instructions.

17. Trend 2
DIY HEALTH

18. Apps today:
250+ Blood Pressure
475+ Heart
1.500+ Weight Loss
Image source: http://www.makeuseof.com/tag/apple-watch-9-iphone-friendly-wearables/
We live with an endless variety of self tracking apps …

19. Image source: http://www.forbes.com/sites/aarontilley/2014/12/02/gadgets-we-love-hello-sense/
… that now help monitor our sleeping habits …

20. Image source: http://gesundleben.ch/entspannen/schlafuberwachung-per-iphone-mit-sense/
… and calculate my personal sleeping score …

21. Image source: https://aulaempresa.wordpress.com/2013/11/06/el-control-en-tu-mano-pulsera-anti-engorde/
… or even help analyze the quality of my nutrition
or my personal mood.

22. Epidermal Electronics
1x,5 cm
0,09 Gram
More or less unlimited use for the
diagnosis and treatment
Image source: http://www.fastcodesign.com/1672217/stamp-on-circuits-could-put-your-phone-on-your-finger
In the near future all of this will happen seamless through
epidermal electronics …

23. Image source: http://genomemag.com/2014/09/quantify-your-life-popular-tools-in-digital-medicine/#.VRKSeeHpVAM
… creating a holstic, digital image of everyone.

24. Trend 3
BEYOND BIO

25. Image source: http://blog.besserhaushalten.de/allgemein/immer-mehr-junge-menschen-kaufen-biolebensmittel.html
Organic labels are positioned to give orientation .

26. German Bio-Label:
72% Awareness
54% Trust
EU Bio-Label:
5% Awareness
Image source: http://blog.besserhaushalten.de/allgemein/immer-mehr-junge-menschen-kaufen-biolebensmittel.html
But only half of the consumers trust them.

27. A growing number of labels creates even more confusion.

28. > 14 Mio. Users
Image source: http://www.newsmax.de/verbraucherapp-barcoo-startet-in-grobritannien-und-frankreich--news83115.html
So, apps are helping consumers answer their questions a
bout the quality and origin of ingredients.

29. 7%
12%
44%
37%
27% 28%
32%
13%
never rarely sometimes regularly
Regional
Bio
As a consequence, regional prodcuts are becoming the
quality surrogate for bio products.
Purchase:

30. Creating a huge market for home/urban gardening.

31. Image source: http://www.ackerhelden.de/standorte/berlin/
With Startups renting out farm land in urban areas …

32. 15 Locations
Over 30 varieties of vegetables and fruits
40 sqm prepared farmland
Garden tools are available
248 Euro per season
Image source: http://www.ackerhelden.de/standorte/berlin/
… to experience the lifestyle of “home grown prodcuts”.

33. Image source: http://www.brigitte.de/figur/ernaehrung/krumme-gurken-1180121/
… and with non-conforme vegetables becoming a quality
promise.

34. Contact
Bloom Partners GmbH
Dr. Markus Pfeiffer, CEO and Founding Partner
eMail mpfeiffer@bloom-partners.com
Twitter @markuspfeiffer1 (www.twitter.com/markuspfeiffer1)
Phone +49 89 124 1395 0
Address Hohenstaufenstr. 1
80801 Munich, Germany
About Bloom Partners
Bloom Partners is a strategic innovation and marketing consultancy helping companies to succeed in a digital world where
consumers gain more and more control. An environment where the use of the Internet for social exchange, information and
commerce has become the new normal.
We support our clients in developing digital strategies that leverage their unique capabilities, create relevance with consumers and h
elp them grow efficiently. We work at the intersection of strategy, innovation, marketing and media; we bring together expertise
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