waste not, want not: aspirationals and the future of food waste

11.19.14Prepared Exclusively for Sustainable Brands

Aspirationals and the Future of Food Waste

Waste Not, Want Not

Part 1. Introduction

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Hi, it’s great to meet you.

@whichmitch@ItsBBMG#aspirationals#foodwaste

Why #foodwaste? Why now?

40%

The Largest Source

$1,500

1 in 6

food loss vs. food waste

– Doug Rauch, Founder, Daily TableFormer President, Trader Joe’s

“First, we have to stop using the word waste—because who wants a second helping of food waste?”

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Weird is a good start.How do we disrupt and delight

the consumer experience?

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Part 2. The Aspirationals

+ 2 billionworldwide

Meet the Aspirationals: Global Context

+ 33%are Millennials

+ 34%of U.S. population

A New Segmentation Model

Social and Environmental Values

Mat

eria

lism

BBMG + GlobeScan 2014

Why Aspirationals: Rethinking Consumption

LOVE TO

SHOPCONSUME

LESSHAPPINESS BEYOND

STUFF+ +

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Where are Aspirationals on food waste?

Funny you should ask.

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Part 3. What? Me waste?

What We Did

Deep Dive

• 122 household decision-makers

• 30-question survey probing buying behaviors, purchase drivers and brand affinities

• Two-part journal study and home audit exploring food waste behaviors and challenges

122 Household Decision Makers

Key Demographics

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Value+Values

Active Shoppers

21

4

6

7

18

61

70

I don't think about it

Food donation

Energy

Quality of food

Waste concerns

Money loss

Top Concerns

most concerned about wasting money70%

8

20

16

41

15

Never

Rarely

On occasion

Sometimes

Always

Expired!

sometimes or always eat food past the expiry date56%

How Oen They Toss

throw out food oncea month39%

1

3

33

25

39

Every day

Twice a week

Once a week

Twice a week

Once a month

Why They Toss

Top Reasons

Spoiled food

Bad smell

Past expiry date

Bad quality

Taste

Lack of storage/containers

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1

11

18

29

31

Other (ie freeze and preserve)

We donate

We cook smaller portions

We compost

We buy less

We get creative with le!overs

How They Try

31% get creative with le!overs to reduce food waste at home

Food Waste Diaries

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We asked a dozen consumers to chronicle their food waste experience.

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Let’s meet three of them.

Meet Three

Sarah Alyssa Benjamin

Composts daily.

“I scoured through my fridge and found some forgo"en items from recent picnics—things I set aside for the kids to finish but they never did.”

Creative with what’s on hand.

“This is 24 hours worth of food waste plus cleaning my fridge out. Most of that is vegetables that were bad and kombucha that spoiled.“

Creativity and courage.

“We freeze meats and breads, thawing what we will eat the next day. We eat all our fruits—any le!overs we juice them.”

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Five key drivers.

Pragmatism

Altruism

Ease

Courage

Creativity

“I’m really sad if I have to throw away food I have paid for.”

“I’m really sad when I throw out food. I know it could have nourished someone.”

“I don’t have a composter! I wish I could compost!”

“My husband is usually brave enough to eat expired food so it doesn’t go to waste.”

“I can’t stand wasting food or the money I spent. I will happily change my meal plans to ensure produce and le!overs get eaten.”

Core Values

What Drives Them

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Five key challenges.

Overbuying & Poor Planning

Poor Storage &Organization

Confusing “Best By” Dates

No Time to Shop

Leaving the Le!overs

“Cooking for only two people means sometimes I make too much food or buy too much.”

“A big challenge is remembering to eat what we have before we start on something else.”

“I can’t drink milk two days a!er the expiration date so we usually throw it out.”

“I would like to buy fresher food, but I don’t want to go to the store more o!en.”

“Le!overs aren’t always popular with my kids, so I worry that we are wasting food.”

Core Barriers

What Stops Them

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Part 4. How We Win

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We win two ways.

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First, we must change the narrative.

The New Narrative

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Hero, Sage Explorer, Creator

Didacticism, Altruism Discovery, Creativity

Stop! Don’t waste food. Do the right thing.

Start! Love food. Do the smart thing.

Ro!en food, bins, heaps, starving children

New recipes, tools, community of food lovers

Guilt for wasting Perks for sharing

Today Tomorrow

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Second, we must enhance the journey.

“Is this still good? Oh, I forgot I had that. Ugh, so wasteful.”• Help consumers recognize when and why things go bad• Make it easy to donate or share edible food• Smarter planning based on order history, life stage, season or occasion • Gamify the shopping list experience• Incentivize cleaning the fridge/cycling items from back to front

Enhancing the JourneyIt starts with planning.

“So crowded. Doh! I forgot my bags. Why do they put milk in the back?”• Clarify “best by” labeling• Use the store to provide tips, demos and support• Communicate how long certain things keep (via info displays, shelf talkers, etc.)• Reward frequency of visits, not quantity purchased• Recommend recipes based on actual purchases

Enhancing the JourneyIt moves on to shopping.

“Did I get everything? What goes where? How does this compare to my last trip?”• Improve packing at checkout to optimize unpacking at home• Help customers identify what to eat first• Help them store things properly• Partner with affinity brands (appliance makers, storage experts) to

incentivize more consistent storage• Use order history to offer comparative analysis insights

Enhancing the JourneyThen the unpacking fun begins.

“I love/hate to cook. I’ve never made this before. Did I get enough for four? Where’s that eggplant?”• Inspire with recipes from friends, family members, fellow shoppers, store

employees• Reward sharing tips and recipes• Highlight backstories of food items (spices, cheeses, produce, etc.)• Share how to enjoy food and drink the most (taste, touch, smell, sight)• Partner with affinity brands (e.g., cookware) to promote savoring food• Partner with celebrity chefs and related media outlets

Enhancing the JourneyOn to prepping, cooking, serving, savoring.

“So many leovers!? What to do with all this food. I wish we had more room in the freezer.”• Make it easy to donate or share edible food• Tie “using up” all items on your list or in fridge to perks and privileges• Suggest recipes for le$overs• Rebrand “le$overs”• Incentivize storage and composting, bringing in affinity brands as needed

Enhancing the JourneyTrash, compost, store, start all over again.

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Part 5. In Conclusion...

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The future of food waste will be defined by disrupting the experience and delighting the customer.

Today:Stop Wasting

Tomorrow:Start Savoring

Today:Fragmented Ecosystem

Tomorrow:IntegratedEcosystem

Tomorrow:Robust

Recommendations

Today:Poor

Data Science

Today:Few Perks

Tomorrow:Lots of Rewards

Today:Siloed Customers

Tomorrow:Values-driven Community

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If you would like to receive a copy of the full report, please email:

Aria McLauchlanClient Partnerships Manager

amclauchlan@bbmg.com

Discussion

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