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Il mondo del food: target e tendenze

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Come si raccontano le persone attraverso il cibo? E come il mercato racconta il cibo? Proviamo a rispondere a queste due domande con un excursus nei target e nelle tendenze del mercato del cibo.

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Il mondo del food: target e tendenze

  1. 1. 1 Squadratiengaging market research ILMONDODELFOOD: TARGETETENDENZE Ricerca qualitativapresentataallaSocial MediaWeek2015
  2. 2. 2 1. Tipologia dei foodies: raccontarsi tramite il cibo 2. Food trends: come il mercato racconta il cibo MENÙ
  3. 3. 3 Cos’è successo al cibo negli ultimi anni?
  4. 4. 4 CIBO E BUZZ Cucina Salute Viaggi Musica Natura Cinema Casa/Giardino Libri Tecnologia Politica Famiglia Eventi sportivi 21 24 25 26 29 30 33 33 34 37 41 44 Fonte: Nielsen, rapporto Coop consumi e distribuzione 2014 L’argomento preferito dagli italiani. Musica Cinema Salute Libri Eventi sportivi Cucina Viaggi Natura Tecnologia Politica Bellezza Motori 17 17 19 20 28 28 29 30 32 32 36 46 2010 2013
  5. 5. 5 +5% Salgono le iscrizioni agli istituti enogastronomici e alberghieri: 49 mila nell’a.a. 2014/2015, +5% rispetto all’anno precedente. Salgono le iscrizioni ai dipartimenti di agraria in tutta Italia nel 2013. Fonte: rapporto Coop consumi e distribuzione 2014 +40% CIBO E STUDIO
  6. 6. 6 Al 54% dei giovani piacerebbe gestire un agriturismo. Lavorare in una multinazionale al 21% e in banca al 13%. Nella stessa ricerca emerge che il 50% ritiene il cuoco e l’agricoltore le professionalità più ricercate e con sbocchi più sicuri. Fonte: indagine Coldiretti, rapporto Coop consumi e distribuzione 2014 54% 50% CIBO E LAVORO
  7. 7. 7 UNA CERTA PASSIONE DEL PALINSESTO TV
  8. 8. 8 E DELL’EDITORIA
  9. 9. 9 Il digitale ha avuto un grande ruolo nella costruzione di un’esperienza diffusa del cibo.
  10. 10. 10 2008 2009 2010 2011 2012 2013 2014 6667 6361 67 44 38 Andamento delle ricerche che hanno per oggetto la preparazione di cibi. Frequenza massima settimanale=100 Fonte: REF ricerche su dati Google Trends, rapporto Coop consumi e distribuzione 2014 CIBO E WEB
  11. 11. 11 78% Gli italiani che dicono di cercare informazioni sui prodotti alimentari sul web. Gli italiani che dicono di condividere opinioni sui prodotti alimentari sul web. Fonte: Nielsen, rapporto Coop consumi e distribuzione 2014 36% CIBO E WEB
  12. 12. 12 Tutte le fasi, dalla ricerca al consumo al giudizio sul cibo, sono socializzate. Icons created by David Kenna, Mister Pixel, Scott Lewis, Ulrich Pohl, Pascual Bilotta for the Noun Project Ricette Guide e classifiche Prenotazioni, coupon e deals Acquisti e loyalty Recensioni
  13. 13. 13 Questa “socializzazione” ha moltiplicato le occasioni di confronto tra le persone e ridistribuito la conoscenza sull’argomento cibo.
  14. 14. 14 In pochi anni ci siamo trasformati in un popolo di cuochi e assaggiatori, o meglio: di foodies.
  15. 15. 15 nm., persona con l’hobby del cibo. Può essere vero intenditore o semplice presenzialista, il foodie si occupa di cibo e soprattutto si pronuncia ampiamente sui fatti di cibo. Spesso non mangia per fame ma per dire la sua. (fam.) buongustaio, amante della buona tavola. FOODIE
  16. 16. 16 TIPOLOGIA DEI FOODIES
  17. 17. 17 A distinguere diversi tipi di foodie sono innanzitutto le diverse prese di posizione su temi alimentari, che diventano elementi di conflitto.
  18. 18. 18 Faide tra i puristi delle ricette tradizionali e seguaci degli chef più carismatici.
  19. 19. 19 Ricerca di sfuggire ai rituali tradizionali e mainstream attraverso il recupero “ironico” di fenomeni un tempo considerati “bassi”.
  20. 20. 20 Oppure attraverso la messa in discussione delle pratiche alimentari a partire da principi ecologici, etici e di salute.
  21. 21. 21 Confronti e ironie reciproche tra chi è sempre sul pezzo della nuova moda culinaria e chi intende il cibo solo come alimento.
  22. 22. 22 Abbiamo individuato due opposizioni principali.
  23. 23. 23 istituzionale alternativa riferimento a un’idea di cucina e di cibo già riconosciuta nella cultura ricerca di una via alternativa all’idea riconosciuta di cibo e cucina
  24. 24. 24 resistenza aspirazione difesa dei propri principi riguardo al cibo interesse per il cambiamento inteso come ricerca o moda
  25. 25. 25alternativa istituzionale aspirazioneresistenza
  26. 26. 26 aspirazione VERACI GOURMET FOODSTERCRITICAL resistenza alternativa istituzionale
  27. 27. 27 VERACI ‣ La tradizione è sacra ‣ Estetica frugale ‣ Non sedotti dall’annuncio di nuove tendenze o nuove ricerche alimentari
  28. 28. 28 GOURMET ‣ Autorità dello chef ‣ Canone del buon gusto ‣ Guide, mode e tendenze
  29. 29. 29 FOODSTER ‣ Rottura del canone ‣ Ironia e contaminazione ‣ Importanza della socialità
  30. 30. 30 CRITICAL ‣ Sensibilità ecologica ed etica ‣ Interesse per le materie prime e del processo ‣ Anti-industrialità
  31. 31. 31 QUADRATO SEMIOTICO DEI FOODIES
  32. 32. VERACI GOURMET FOODSTERCRITICAL aspirazione Le stelle Michelin Il finger food Street food Chef con la barba Gruppi di acquisto solidale autoproduzione La cucina della mamma Lista ingredienti corta L’arte dello chef Filiera corta L’osteria L’osteria ma con ironia Pizza e cocktail Il ristorante del momento Le ricette della nonna Il fatto in casa L’etnico rivisitato L’impiattamento Bello abbondante Buono è consapevole resistenza 32alternativa istituzionale
  33. 33. 33 FOOD TREND: COME IL MERCATO RACCONTA IL CIBO
  34. 34. 34 Cambiano i consumatori, cambia il mercato. Sì ma come?
  35. 35. 35 tendenze di mercato figlie dei foodies. 4
  36. 36. 36 Una tendenza è un fenomeno di rottura che potrebbe diventare mainstream nel giro di pochi anni. TENDENZA
  37. 37. 37 1 ANTI-INDUSTRIALITÀ
  38. 38. 38 Cresce l’autoproduzione: scelta etica e ricerca della qualità. Cresce l’interesse per le materie prime e la loro origine. Nel food domina la naturalità intesa come riduzione di elaborazione. L’industriale è tabù. Esempi: - Prodotti che rivendicano il loro carattere grezzo e anti-industriale. - Liste degli ingredienti che valorizzano l’assenza di additivi quasi più del prodotto stesso. 1 ANTI-INDUSTRIALITÀ
  39. 39. 39 2 AUTARCHIA
  40. 40. 40 2 Tra i consumatori emerge una valorizzazione politica e non più solo aspirazionale del made in Italy. “Compro italiano non perché è uno status symbol, ma per sostenere l’economia del paese”. AUTARCHIA
  41. 41. 41 TRASPARENZA 3
  42. 42. 42 Il crescente interesse dei consumatori per la qualità dei prodotti porta le aziende a rendere trasparenti e accessibili le informazioni sull’origine, la selezione e la lavorazione delle materie prime. Esempi: - Dalla trasparenza dei ristoranti con la cucina a vista all’effetto di trasparenza delle grandi aziende che usano strumenti digital per tracciare l’origine e la lavorazione dei prodotti. 3 TRASPARENZA
  43. 43. 43 4 HEALTHY CHIC
  44. 44. 44 L’alternativa alla dieta mediterranea non è un dovere, ma spesso è un volere. Così, i prodotti senza (senza glutine, senza zuccheri ecc.) abbandonano l’estetica farmaceutica e funzionale in favore di un approccio che valorizza il piacere. Esempi: - Il biologico abbandona il verde perché esausto e poco distintivo: bio raccontato come premium. - Il senza glutine dalla privazione alla ricercatezza. 4 HEALTHY CHIC
  45. 45. 45 Questa ricerca è stata presentata alla Social Media Week 2015, insieme a un’analisi di Market Revolution sull’evoluzione e il futuro del food, che trovate qui.
  46. 46. Squadrati srls Via Ripamonti 44 - 20141 - Milano squadrati@squadrati.com www.squadrati.com

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