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Squadratiengaging market research
1
INCHEDIREZIONEVALANOSTRAALIMENTAZIONE?
UNARICERCASUINUOVI STILIALIMENTARI
2
Percapirecomesta cambiandoilnostro rapportoconl'alimentazione
partiamoda un'osservazione linguistica: stacambiandoilmodo...
3
dièta:s.f.[dallat.diaeta,gr.δίαιτα«mododivivere»].
a) Nell’anticamedicina greca,il complessodellenormedivita(alimentazio...
4
Stiamo tornando alla concezionedi"dieta" dell'anticamedicina
greca:oggicon"dieta"intendiamosemprepiùspessouno stile
divi...
5
dalle
DIETE
DIMAGRANTI
alle
DIETE
PERMANENTI
6
FinoaglianniZeroledietepiùin
vogaeranodietetemporanee
finalizzateadobiettivispecificie
tattici:dimagrimento,riduzione
de...
7
Oggilediete più chiacchierate
sonostilidivitapermanentiche
hannoloscopodimantenerciin
saluteneltempo.
Es.Veganismo,Paleo...
8
Ladietapassadall'essereuneventostraordinarioauna praticaordinaria.
Questohadeglieffettisul modoincuivienevissuta.
9
DIETE
TEMPORANEE
fino agli Anni Zero
dal
DOVER FARE
al
VOLER ESSERE
10
DIETE
TEMPORANEE
fino agli Anni Zero
Unadietatemporaneaèbasatasul
doverfare("devodimagrire","devo
ridurreil colesterolo"...
11
Scegliereuna dietapermanente
significaaderire aunostiledivita
checreaunsensodidistinzione
dallanormaediappartenenzaaun
...
12
Ladietadiventaunapraticaquotidianachegeneraidentificazione.
Questoapprocciocambiail modoincuivienevissutoilcibo.
13
dal cibo come
CONVIVIALITÀ
al cibo come
DISTINZIONE
14
Ecambiaillinguaggiousatoperparlaredelcibo.
15
dal cibo come
ALIMENTO
al cibo come somma di
NUTRIENTI
16
Maqualisonoinuovistilialimentari?Edaqualivalorisonomossi?
Abbiamoprovato amapparliinunquadratosemiotico insiemeagli
sti...
17
Cisono dueopposizioniprincipali:
18
consolidato emergente
stili alimentari dominanti stili alimentari nuovi che
mettono in discussione
quelli dominanti
19
collettivismo individualismo
scelte alimentari guidate dal
costume o dall'etica
scelte alimentari guidate
dal piacere p...
20
Quadrato
semiotico
deglistili
alimentari
21
Inaltotroviamo la contrapposizione trastilialimentaripiùstorica:
22
vs.
Target tradizionalista che
crede nell'importanza della
alimentazione bilanciata
Target esterofilo che nel
cibo cerc...
23
DIETA MEDITERRANEA
24
MEDITERRANEA
‣ Importanza del bilanciamento:
mangiare poco di tutto
‣ Cibo come convivialità
‣ Alimentazione come fatto...
25
JUNK FOOD
26
JUNK FOOD
‣ Più carne, fritti, zuccheri e poche
verdure
‣ Edonismo e piacere immediato
‣ Fast food pride: l'attenzione
...
27
Inbassoglistilidivitacontemporaneiche innescanounanuovacontrarietà:
28
Target spinto dall'etica.
Compie le sue scelte in
anche per il bene comune
Target disinteressato a
tematiche etiche e
i...
29
VEG
30
VEG
‣ No prodotti animali
‣ Le scelte ambientaliste
orientano il consumo di cibo
‣ Salutismo come depurazione
dell'orga...
31
PALEO
32
PALEO
‣ No zuccheri, cereali, latticini,
legumi. Carne di animali a
pascolo (nutriti senza mangimi).
‣ Contenimento del...
33
Ilmondo veg equello paleosonocontraritraloro.Eppure questi
stilialimentariemergentihannoqualcosauncomuneche ciindica
la...
34
CottoRaffinato Lavorato
CrudoIntegrale Nonlavorato
Ilmondopaleoe il mondo veg
hannoin comune un'ideadi
cucinapre-indust...
35
SupermarketPackaging
Non
tracciabilità
MercatiNopack Tracciabilità
Il retailsi muove in una
direzione pre-industriale:
...
36
Una delle tendenze alimentari più forti negli anni
Dieci è l'anti-industrialità. La ricerca di una naturalità
intesa co...
37
Latendenza all'anti-industrialitàponedeivincoliachiproducecibo,
maa dispettodelnomeoffre anchedelle interessantiopportu...
38
Porre sul fronte la lista di ingredienti. O fare
di più: intervenire sul prodotto e dare vita a
prodotti che valorizzan...
39
Abbracciare la logica what you see is
what you eat e andare oltre la trasparenza
dell'etichetta mostrando il prodotto n...
40
Decresce il functional food sintetizzato e
cresce il superfood naturale (es. chia,
goji, teff, tè rosso, matcha, aronia...
41
Nel mondo del vino naturale non si parla
più solo di vino "senza solfiti aggiunti" ma
proliferano le etichette come vin...
42
La tendenza dell'autoproduzione cresce: e va
dalle conserve al dentifricio passando per il
pane di pasta madre. Per chi...
43
Questo era un assaggio.Speriamotisiapiaciuto.Se vuoiscoprire di
piùsututteletendenzediconsumoche impattanosultuomercato...
Squadrati srls
Via Ripamonti 44 - 20141 - Milano
squadrati@squadrati.com
www.squadrati.com
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Squadrati - In che direzione va la nostra alimentazione?

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Vi raccontiamo una ricerca di scenario, quattro stili alimentari e una tendenza di consumo per rispondere a una domanda: come sta cambiando il nostro rapporto col cibo e che impatti ha sul mercato del cibo?

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Squadrati - In che direzione va la nostra alimentazione?

  1. 1. Squadratiengaging market research 1 INCHEDIREZIONEVALANOSTRAALIMENTAZIONE? UNARICERCASUINUOVI STILIALIMENTARI
  2. 2. 2 Percapirecomesta cambiandoilnostro rapportoconl'alimentazione partiamoda un'osservazione linguistica: stacambiandoilmodoin cuiintendiamolaparola"dieta".
  3. 3. 3 dièta:s.f.[dallat.diaeta,gr.δίαιτα«mododivivere»]. a) Nell’anticamedicina greca,il complessodellenormedivita(alimentazione, attivitàfisica,riposo,ecc.)attea mantenerelostatodisalute. b) Oggi,consignificatopiùlimitato,alimentazionequantitativamentee qualitativamentedefinita,rivoltaaconseguirescopiterapeuticiopreventivi: dietaiposodica,ipercalorica,ipercalcica,aglutinata,liquida [TRECCANI] DIETA
  4. 4. 4 Stiamo tornando alla concezionedi"dieta" dell'anticamedicina greca:oggicon"dieta"intendiamosemprepiùspessouno stile divitachesiprotraeneltempo.
  5. 5. 5 dalle DIETE DIMAGRANTI alle DIETE PERMANENTI
  6. 6. 6 FinoaglianniZeroledietepiùin vogaeranodietetemporanee finalizzateadobiettivispecificie tattici:dimagrimento,riduzione del colesterolo. Es.la dietaDukan. dalle DIETE DIMAGRANTI
  7. 7. 7 Oggilediete più chiacchierate sonostilidivitapermanentiche hannoloscopodimantenerciin saluteneltempo. Es.Veganismo,Paleo-Dieta. alle DIETE PERMANENTI
  8. 8. 8 Ladietapassadall'essereuneventostraordinarioauna praticaordinaria. Questohadeglieffettisul modoincuivienevissuta.
  9. 9. 9 DIETE TEMPORANEE fino agli Anni Zero dal DOVER FARE al VOLER ESSERE
  10. 10. 10 DIETE TEMPORANEE fino agli Anni Zero Unadietatemporaneaèbasatasul doverfare("devodimagrire","devo ridurreil colesterolo")ecreascarso sensodiappartenenzatracoloro chelaseguono. dal DOVER FARE
  11. 11. 11 Scegliereuna dietapermanente significaaderire aunostiledivita checreaunsensodidistinzione dallanormaediappartenenzaaun gruppo,un’élite. al VOLER ESSERE
  12. 12. 12 Ladietadiventaunapraticaquotidianachegeneraidentificazione. Questoapprocciocambiail modoincuivienevissutoilcibo.
  13. 13. 13 dal cibo come CONVIVIALITÀ al cibo come DISTINZIONE
  14. 14. 14 Ecambiaillinguaggiousatoperparlaredelcibo.
  15. 15. 15 dal cibo come ALIMENTO al cibo come somma di NUTRIENTI
  16. 16. 16 Maqualisonoinuovistilialimentari?Edaqualivalorisonomossi? Abbiamoprovato amapparliinunquadratosemiotico insiemeagli stilialimentaripiù consolidati.
  17. 17. 17 Cisono dueopposizioniprincipali:
  18. 18. 18 consolidato emergente stili alimentari dominanti stili alimentari nuovi che mettono in discussione quelli dominanti
  19. 19. 19 collettivismo individualismo scelte alimentari guidate dal costume o dall'etica scelte alimentari guidate dal piacere personale
  20. 20. 20 Quadrato semiotico deglistili alimentari
  21. 21. 21 Inaltotroviamo la contrapposizione trastilialimentaripiùstorica:
  22. 22. 22 vs. Target tradizionalista che crede nell'importanza della alimentazione bilanciata Target esterofilo che nel cibo cerca la gratificazione immediata, non l'equilibrio.
  23. 23. 23 DIETA MEDITERRANEA
  24. 24. 24 MEDITERRANEA ‣ Importanza del bilanciamento: mangiare poco di tutto ‣ Cibo come convivialità ‣ Alimentazione come fatto culturale "dato" che non viene messo in discussione
  25. 25. 25 JUNK FOOD
  26. 26. 26 JUNK FOOD ‣ Più carne, fritti, zuccheri e poche verdure ‣ Edonismo e piacere immediato ‣ Fast food pride: l'attenzione ossessiva verso l'alimentazione sana ha portato alcune persone a vivere il junk food non più come guilty pleasure ma con orgoglio
  27. 27. 27 Inbassoglistilidivitacontemporaneiche innescanounanuovacontrarietà:
  28. 28. 28 Target spinto dall'etica. Compie le sue scelte in anche per il bene comune Target disinteressato a tematiche etiche e interessato in primis al proprio benessere vs.
  29. 29. 29 VEG
  30. 30. 30 VEG ‣ No prodotti animali ‣ Le scelte ambientaliste orientano il consumo di cibo ‣ Salutismo come depurazione dell'organismo
  31. 31. 31 PALEO
  32. 32. 32 PALEO ‣ No zuccheri, cereali, latticini, legumi. Carne di animali a pascolo (nutriti senza mangimi). ‣ Contenimento della glicemia, letta come causa primaria di obesità e malattie cardiovascolari ‣ Ricerca di un miglioramento delle performance fisiche
  33. 33. 33 Ilmondo veg equello paleosonocontraritraloro.Eppure questi stilialimentariemergentihannoqualcosauncomuneche ciindica ladirezioneche staprendendolanostraalimentazione.
  34. 34. 34 CottoRaffinato Lavorato CrudoIntegrale Nonlavorato Ilmondopaleoe il mondo veg hannoin comune un'ideadi cucinapre-industriale.In entrambe c'è unritornoaun passato,spesso mitizzato(es. cerealiantichinon raffinati,carne grass-fed,ovverodianimalia pascolonutriti senza mangimi)
  35. 35. 35 SupermarketPackaging Non tracciabilità MercatiNopack Tracciabilità Il retailsi muove in una direzione pre-industriale: proliferanomercatiurbani, botteghe dicibosfuso,ristoranti cheusanoprodotti localieli vendono,meccanismicomei gruppi di acquistosolidali oil cowsharing,incui cisiprenotaper lamacellazione dell'animale.
  36. 36. 36 Una delle tendenze alimentari più forti negli anni Dieci è l'anti-industrialità. La ricerca di una naturalità intesa come riduzione dell'elaborazione del cibo. ANTI-INDUSTRIALITÀ
  37. 37. 37 Latendenza all'anti-industrialitàponedeivincoliachiproducecibo, maa dispettodelnomeoffre anchedelle interessantiopportunità. Vediamonealcune.
  38. 38. 38 Porre sul fronte la lista di ingredienti. O fare di più: intervenire sul prodotto e dare vita a prodotti che valorizzano il fatto di avere la lista di ingredienti più corta della loro categoria. Nella grande distribuzione italiana lo fa bene Yomo. Una scelta che produce un effetto di trasparenza ma anche di naturalità. ANTI-INDUSTRIALITÀ
  39. 39. 39 Abbracciare la logica what you see is what you eat e andare oltre la trasparenza dell'etichetta mostrando il prodotto nella sua sostanza. Lo fa Kind "the first snack made by ingredients you can see & pronounce". Una scelta letteralmente trasparente che produce un effetto di bassa elaborazione del prodotto e naturalità. ANTI-INDUSTRIALITÀ
  40. 40. 40 Decresce il functional food sintetizzato e cresce il superfood naturale (es. chia, goji, teff, tè rosso, matcha, aronia, acai). Cosa impariamo da questo? Che l'appeal della chimica scende: è l'ingrediente naturale puro a essere visto come una medicina. ANTI-INDUSTRIALITÀ
  41. 41. 41 Nel mondo del vino naturale non si parla più solo di vino "senza solfiti aggiunti" ma proliferano le etichette come vino vero, libero, critico, autentico, corsaro. Cosa impariamo da questo? I tempi sono maturi per abbandonare la retorica del senza (senza zucchero, senza lievito, senza solfiti) e raccontare ciò che caratterizza in positivo i prodotti più che ciò che non hanno. ANTI-INDUSTRIALITÀ
  42. 42. 42 La tendenza dell'autoproduzione cresce: e va dalle conserve al dentifricio passando per il pane di pasta madre. Per chi produce cibo può essere interessante creare una linea di business dedicata alla vendita dei singoli ingredienti per autoprodurre il prodotto in casa. ANTI-INDUSTRIALITÀ
  43. 43. 43 Questo era un assaggio.Speriamotisiapiaciuto.Se vuoiscoprire di piùsututteletendenzediconsumoche impattanosultuomercato scrivia squadrati@squadrati.com
  44. 44. Squadrati srls Via Ripamonti 44 - 20141 - Milano squadrati@squadrati.com www.squadrati.com

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