Ideagenfoodnpdcavan julian smith

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Ideagenfoodnpdcavan julian smith

  1. 1. Why trends?Companies that ride thecurrents succeed; thosethat swim against themusually struggle.Identifying the currentsand developingstrategies to navigatethem is vital.(McKinsey & Company)
  2. 2. Objectives of the Consumer Lifestyle Trends programme• A framework for making sense of change• Bring consumers to the heart of the business decision making• A driver of more future- focused marketing• Identify new opportunities and threats• A source of inspiration and a spur for innovation
  3. 3. Identifying anddefining the trends
  4. 4. A trends framework provides clarity and strategicfocus on the change that will impact your business Related Food & sectors Drink Trends that are current or close to Trends that are long– the category term or distant from the category
  5. 5. How we identify and understand trendsAn understanding of the macro forces shaping the Top Down lives of consumers such as social, technological, Can we identify substantial economic, environmental and political factors Drivers behind this trend that suggest it will continue? Empirical evidence from a range of sources, including Global MONITOR, a quantitative study Validated covering 20 markets and 90% of global GDP TREND through research Qualitative depth interviews in Ireland and GB GlobalStreetscaping network: independent, Can we see evidence of this trend discerning, culturally connected individuals who at work in brand or human behaviour or attitudes? are spread throughout 46 cities in 28 countries covering every continent of the world Bottom Up
  6. 6. Detailing a trend Driver Sub-trend Sustained change in consumer Driver attitudes, needs, Sub-trend wants and behaviours Driver Sub-trendThe forces and Ways in which theenergies shaping the trends are playingtrend out in today’s world
  7. 7. Many sub-trends remain relevant, but have evolvedWe have told the story of how each sub-trend has evolved through an evolution arrow HOW IS THE SUB-TREND EVOLVING?THEN NOWWhat were the defining What are the definingcharacteristics of this sub-trend in characteristics of the sub-trend2006? today and what is emerging at the edges?
  8. 8. The ‘updated’ Consumer Lifestyle Trends“I want to stay in control of my busy life and make sure “I want to be in control of my health and wellness, to I am at my best for the challenges the day presents” manage or improve it through making better choices” “I need to balance the stresses in my everyday life “I like to pursue better value, to help maintain my with experiences that are fun and fulfilling” lifestyle and to get the most from the money I have” “I would like products that create less negative impact “I am looking for products and brands that are real and on the world; I want choices that make me feel good authentic, because they have stood the test of time without harming my wallet ” and remained true to their heritage; they provide me with comfort and reassurance”
  9. 9. “I want to stay in control of my busy life and make sure that I am at my best for whatever the day presents”
  10. 10. From an opportunity to fit more in and cut down on life’s chores, to restoring control and taking time outThe pace of life has eased a Where money can be Time out to re-charge islittle as the economy has saved, people have found a increasingly important.slowed… practical solution… My life is so busy these days In Italy, sales of dough to that it is a constant challenge to manage my time effectively make bread and pizza bases at home are 2008 2009 % agree soaring, as people try to60 cut down expenses on 50 eating out.50 45 46 4240 37 3830 A recent study concluded20 that day time naps10 produce significant advantages to brain 0 Ireland GB Rest of EU concentration. Source: www.guardian.co.uk Source: Global MONITOR 2009
  11. 11. Drivers Sub-trends Rise of new media and Simple solutionscommunication technologies Removing complexity or saving time Conveniently there Providing ever improved convenienceChanging working patterns Always with you Carrying with you what you need Increasing mobility Peak performance Maximising your physical and mental performance during the day Winding down Economic anxieties Slowing down and escaping to recharge the body and mind
  12. 12. SUB-TREND: Simple solutions Removing complexity or saving time HOW IS THE SUB-TREND EVOLVING? Just add… Packaging and design The base for a work harder to make practical solution life easyTHEN NOW
  13. 13. SUB-TREND: Conveniently there Providing ever improved convenience HOW IS THE SUB-TREND EVOLVING? Just where you Here for a short while We will be with you need it shortlyTHEN NOW
  14. 14. SUB-TREND: Always with you Carrying with you what you need HOW IS THE SUB-TREND EVOLVING? On-the-go Breakfast made easy Spice up your coffee solutionsTHEN NOW
  15. 15. SUB-TREND: Peak performance Maximising your physical and mental performance throughout the day HOW IS THE SUB-TREND EVOLVING? It gives you Targeted types of Energy boosting ‘wings’ energy designed for your specific needsTHEN NOW
  16. 16. SUB-TREND: Winding down Slowing down and escaping to recharge the body and mind HOW IS THE SUB-TREND EVOLVING? Relaxing bath time Sleep concerts New ingredientsTHEN NOW
  17. 17. POINTS TO PONDER Navigating the challenges Planning for the of today longer term• How can your products offer • How do you ensure that your convenience but help people to be products are accessible on people’s daily paths? resourceful in saving money? • What formats can you provide• How can your products help that create portability and on-the- people unwind or take time out? go usage? What types of experiences could you offer through retail • How can you help people better manage their energy needs during environments? the day?
  18. 18. “I need to balance the stresses in my everyday life with experiences that are fun and fulfilling”
  19. 19. From limitless enthusiasm for new experiences no matter what the cost to a more considered approach of looking for moments of fun, novelty and respite in everyday lifeThere is less money for But people still need a way Food continues to be aindulgent experiences… to release pressure… great outlet for creativity, exploration, and play. Importance in your personal life today: Having Fun % agree 2008 2009 90 82 80 “We are eating 80 77 72 68 in more and 70 wanting to re- 60 60 create the 50 restaurant 40 experience at Remy-Cointreau has home” 30 reported a 7.5% fall in Gillian Carter, turnover in the second 20 Editor, BBC Good Food Magazine quarter of 2009, 10 reflecting the fall in 0 global champagne sales Ireland GB Rest of EU Source: spirits.drinks-business- Source: Global MONITOR 2009 review.com
  20. 20. Drivers Sub-trendsGrowing knowledge of the Time to play: Growing importance of play and spontaneity in world’s opportunities daily life New boundaries: Experimenting with new combinations or finding new horizonsChanging working patterns Co-creation: The enjoyment and fun of being part of the creative processIncreasing life expectancy Stimulating the senses: More excitement and sensorial experiences from the small things in life Economic anxieties Me moments: Indulgent experiences that help to lift the spirits
  21. 21. SUB-TREND: Time to play Growing importance of play and spontaneity in daily life HOW IS THE SUB-TREND EVOLVING? Virtual challenges Clothes swapping Free moneyTHEN NOW
  22. 22. SUB-TREND: New boundaries Experimenting with new combinations or finding new horizons HOW IS THE SUB-TREND EVOLVING? New fusions Different experiences Underground diningTHEN NOW
  23. 23. SUB-TREND: Co-creation The enjoyment and fun of being part of the creative process HOW IS THE SUB-TREND EVOLVING? Freedom to choose Expert consumers Gaining a stake in and customise successTHEN NOW
  24. 24. SUB-TREND: Stimulating the sensesMore excitement and sensorial experiences from the small things in life HOW IS THE SUB-TREND EVOLVING? Dining in the dark The design experience Unknown flavoursTHEN NOW
  25. 25. SUB-TREND: Me moments Indulgent experiences that help to lift the spirits HOW IS THE SUB-TREND EVOLVING? Lost in the Go home gorgeous Family moments moment togetherTHEN NOW
  26. 26. POINTS TO PONDER Navigating the challenges Planning for the of today longer term• How can you communicate how • How can you create more of an your products bring a sense of fun experience through using your or play to people’s everyday lives? product?• Can you offer a more cost • What sorts of new sensory effective experience versus a experiences can you offer to more expensive choice? consumers via your products?• How can you encourage • How can you help facilitate consumers to play a greater role greater connection in the home in creating your products? around meal preparation or eating?• Can your products help to provide a respite from the stresses of life?
  27. 27. “I would like products that create less negative impact onthe world; I want choices that make me feel good without harming my wallet ”
  28. 28. From an active and altruistic interest in making the world a better place to a greater focus on caring about ‘close to home’ rather than the world at largeThe welfare of the wider Some positive choices have Charity now has more of aworld seems less important… had to be put on hold… ‘homely’ feel. Climate change is the biggest single problem facing the world According to data from today TNS World Panel, sales of% Agree 2008 2009 organic produce have fallen by up to a third80 since the start of the 67 65 recession 5960 52 50 4540 McDonald’s local menus continue to prove20 extremely popular. Underpinning this offer is0 an emphasis on the use of Ireland GB Rest of EU locally sourced ingredients Source: Global MONITOR 2009
  29. 29. Drivers Sub-trends Resource worries Economic anxieties Living in a world where resources are increasingly in short supply War on waste Growing awareness of Reducing the wasteful results of consumption environmental and social issues Climate conscious Protecting the world’s environment and biodiversity Growing impact of resource shortages Good causes Supporting a worthy cause through purchase choicesDeclining trust in governments Fair treatment Treating animals and people fairly in the and big business production process
  30. 30. SUB-TREND: Resource worries •Living in a world where resources are increasingly in short supply HOW IS THE SUB-TREND EVOLVING? Novel solutions Old fashioned delivery Renewable energyTHEN NOW
  31. 31. SUB-TREND: War on waste •Reducing the wasteful results of consumption HOW IS THE SUB-TREND EVOLVING? Origami folds Waste for plant food Repurposed plasticTHEN NOW
  32. 32. SUB-TREND: Climate conscious Protecting the world’s environment and biodiversity HOW IS THE SUB-TREND EVOLVING? Off-setting From the rainforest to Reducing as well as help the rainforest off-settingTHEN NOW
  33. 33. SUB-TREND: Good causes Supporting a worthy cause through purchase choices HOW IS THE SUB-TREND EVOLVING? Raising money for Helping the needy Democratic choices good causes support themselves for the communityTHEN NOW
  34. 34. SUB-TREND: Fair treatment Treating animals and people fairly in the production process HOW IS THE SUB-TREND EVOLVING? Fair pay for Free the chicken Fairtrade everything workersTHEN NOW
  35. 35. POINTS TO PONDER Navigating the challenges Planning for the of today longer term• Can you leverage your • How can you reduce the environmental credentials to environmental impacts of your reinforce the value and quality of products? your products?• Can you turn the waste you create • How can you minimise waste in for consumers into a positive the production process and help resource for people to use? people minimise the waste created by using your products?• What are your local credentials and what is the wider impact of your • How transparent is your sourcing? business on your community? Could you use more local sources for key ingredients?• How can you ensure that people and animals involved in the production of food are treated fairly?
  36. 36. “I want to be in control of my health and wellness, tomanage or improve it through making better choices”
  37. 37. From enhancing health to a focus on ensuring good health in the short and longer termHealth is still a top concern A more balanced lifestyle More traditional and naturalfor people, companies and approach is emerging … solutions are increasinglyregulatory authorities… popular. I believe that looking after my health is entirely my own Change4Life is a society- responsibility % Agree wide movement that aims 2008 2009 to prevent people from100 89 90 becoming overweight by 85 86 81 80 encouraging them to eat80 better and move more. Source: www.dh.gov.uk6040 For the three months that ended December 200820 retail sales in the U.S. of Chinese herbal 0 supplements increased by Ireland GB Rest of EU 6%. Source: Global MONITOR 2009 Source: www.us.infores.com
  38. 38. Drivers Sub-trendsIncreasing availability of Boosting the body Strategies to protect against physical illness and information disease Finding balance Looking for balance in nutrition, diet and lifestyle Scientific advances Image control Managing weight and external appearance Pure and freshGrowing public and media Seeking reassurance from Mother Naturefocus on health and image Coping strategies Using or excluding products in a response to modern-day ailmentsIncreasing life expectancy Guiltless vices Mitigating the effects of indulgence
  39. 39. SUB-TREND: Boosting the body Strategies to protect against physical illness and disease HOW IS THE SUB-TREND EVOLVING? The superfood Kill it before it Defence thanks to happens everyday foodsTHEN NOW
  40. 40. SUB-TREND: Finding balance Looking for balance in nutrition, diet and lifestyle HOW IS THE SUB-TREND EVOLVING? Laughter helps people Yoga on-the-go Good mood wine find happinessTHEN NOW
  41. 41. SUB-TREND: Image control Managing weight and external appearance HOW IS THE SUB-TREND EVOLVING? Collagen Silky skin and hair Full for longer marshmallows from your yogurtTHEN NOW
  42. 42. SUB-TREND: Pure and fresh Seeking reassurance from Mother Nature HOW IS THE SUB-TREND EVOLVING? The organic Greater purity New levels of revolution naturalTHEN NOW
  43. 43. SUB-TREND: Coping strategies Using or excluding products in a response to modern-day illnesses HOW IS THE SUB-TREND EVOLVING? Protection from UV Hay fever prevention Tolerant indulgences rays riceTHEN NOW
  44. 44. SUB-TREND: Guiltless vices Mitigating the effects of indulgence HOW IS THE SUB-TREND EVOLVING? Even lower fat Creamy goodness No cholesterol worriesTHEN NOW
  45. 45. POINTS TO PONDER Navigating the challenges Planning for the of today longer term• Can your product help boost the • What new ingredients can you use body against disease and to help boost the body against disease and infection? infection? • How can you support a balanced• How can you support consumers’ lifestyle that treats the health and desire for a little indulgence, but wellness of the mind and body as one? help to reduce the downside? • How can you ensure that your manufacturing process keeps the food as close to its natural state as possible? • Can you develop specialist variations on your products that serve the needs of consumers struggling with modern day illnesses?
  46. 46. “I like to pursue better value, to help maintain my lifestyle and to get the most from the money I have”
  47. 47. From trading down and trading up, to a pursuit for greater value through all aspects of our purchasingPeople are focusing more on Value has become a more A strong desire forvalue in all their purchase complex equation… indulgence remains but, onchoices… a smaller scale. I usually choose the cheapest products available (Disagree) 2008 2009 % Disagree 45 40 40 38 35 31 31 30 25 23 20 Sales at discount retailer 20 Aldi climbed by 14.8% in 15 2008 compared to the L’Oreal recently reported 10 previous year, with an growth of 5.3% in like-for- 5 overall market like sales of its lipstick share of 3%. 0 lines. Ireland GB Rest of EU Source: www.guardian.co.uk 2009 Source: marieclaire.co.uk 2009 Source: Global MONITOR 2009
  48. 48. Drivers Sub-trends Rise of new media and Value seekingcommunication technologies The deepening desire for good value Accessible luxury Luxury items at more everyday prices Increasing availability of information Exclusive choices The demand for exclusivity and rarity Counselled consumption The rise of specialist advisers and peer reviews for all consumption matters Economic anxieties Expert status Growth in pursuit of knowledge and discernment for identity and statusGrowing market competition Just right for me The shaping of products and services to meet and choice individual needs
  49. 49. SUB-TREND: Value seeking The deepening desire for good value HOW IS THE SUB-TREND EVOLVING? Buy together Share the cost Prices at your finger tipsTHEN NOW
  50. 50. SUB-TREND: Accessible luxury Luxury items at more everyday prices HOW IS THE SUB-TREND EVOLVING? Designer clothes Everyday just got Eating in is the new at high street better eating out pricesTHEN NOW
  51. 51. SUB-TREND: Exclusive choices The demand for exclusivity and luxury HOW IS THE SUB-TREND EVOLVING? Processed by cats Hidden stores Around for a short timeTHEN NOW
  52. 52. SUB-TREND: Counselled consumption The rise of specialist advisers and peer reviews for all consumption matters HOW IS THE SUB-TREND EVOLVING? Consumer ratings Digital advisors Consumer coachesTHEN NOW
  53. 53. SUB-TREND: Expert statusGrowth in pursuit of knowledge and discernment for identity and status HOW IS THE SUB-TREND EVOLVING? Wine connoisseurs Expert shaves Michelin standard cookingTHEN NOW
  54. 54. SUB-TREND: Just right for me The shaping of products and services to meet individual needs HOW IS THE SUB-TREND EVOLVING? In my image Mixing your flavour My own recipeTHEN NOW
  55. 55. POINTS TO PONDER Navigating the challenges Planning for the of today longer term• Can you more effectively • Could people take a stake in parts communicate your value for of your production process? money proposition to consumers? • Can you add value to your product range so that it gives people a• How can you position luxury and little more luxury in their everyday indulgence as an everyday lives? lifestyle choice and necessary treat in harder financial times? • How can you form communities of interest and knowledge around your products?• How can you help consumers learn more about your products and the expert skills that go into making them?
  56. 56. “I am looking for products and brands that are real andauthentic, because they have stood the test of time and remained true to their heritage; they provide me with comfort and reassurance.”
  57. 57. From an opportunity to explore and embrace tradition and heritage to a way to cope and find stability and comfort in uncertain timesThe past offers us something A deepening connection There is a desire to re-real and more simple… with our food… learn what the past taught us. I wish more brands would bring Latest research back versions of products they commissioned by home offered years ago “Convenience% Agree insurer LV also revealed food 70 that for every UK 61 manufacturers allotment plot there are 60 55 54 will need to 30 people waiting to get adjust to the 50 their hands on one. Source: The Independent June fact that people 40 2009 are re-skilling and learning 30 home economic 20 skills.” Ethan Sinick, MD 10 MVI Management Ventures 0 Ireland GB Rest of EU Source: Global MONITOR 2009
  58. 58. Drivers Sub-trendsDeclining trust in governments Back to basics: and big business Going back to the way life used to be Celebrating tradition: Resurgence of respect for tradition and heritage Economic anxieties Craftsmanship: Rising interest in the people and artisan skills behind products Behind the scenes: Transparency as a mark of quality and trust Rising globalisation Passion for place: Growing interest in where things come from as a mark of quality and authenticityRising consumer curiosity and Reframing tradition and desire for transparency heritage: A modern take on the past
  59. 59. SUB-TREND: Back to basics Going back to the way life used to be HOW IS THE SUB-TREND EVOLVING? Classic food Learning traditional New ways to grow skillsTHEN NOW
  60. 60. SUB-TREND: Celebrating tradition Resurgence of respect for tradition and heritage HOW IS THE SUB-TREND EVOLVING? Old favourites Replaying the past With you through the good and bad timesTHEN NOW
  61. 61. SUB-TREND: Craftsmanship Rising interest in the people and artisan skills behind products HOW IS THE SUB-TREND EVOLVING? Preserving the The craftsman’s code Choose your craft craftspersonTHEN NOW
  62. 62. SUB-TREND: Behind the scenes Transparency as a mark of quality and trust HOW IS THE SUB-TREND EVOLVING? See how it is made See the farm Watch it growTHEN NOW
  63. 63. SUB-TREND: Passion for placeGrowing interest in where things come from as a mark of quality and authenticity HOW IS THE SUB-TREND EVOLVING? Marks of trust Within 100 miles Own the original sourceTHEN NOW
  64. 64. SUB-TREND: Reframing tradition and heritage A modern take on the past HOW IS THE SUB-TREND EVOLVING? With modern The drink from your Back by popular performance childhood demandTHEN NOW
  65. 65. POINTS TO PONDER Navigating the challenges Planning for the of today longer term• Can you help people to rediscover • What traditional skills can you or learn the practical wisdom of help preserve for future generations? the past? • Can you make your production• What parts of your tradition and processes more transparent? heritage can you leverage to maintain a strong connection with • Can people play a greater role in your consumers and highlight the production of the products i.e. help at harvesting time or other your quality? parts of the production process?• How strong are your local • Could people be suppliers of local connections? raw ingredients as well as being your consumers? • Are there traditional products and flavours that you could revive?
  66. 66. Feeling the Pinch 4: The outlook for 2011A strategic report on the challenges for the Irish Food and Drinks industry in the coming year
  67. 67. Available on:www.bordbia.ie

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