cheese symposium 13th november 2014 grace …the updated consumer lifestyle trends “i am looking...
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1
Cheese Symposium 13th November 2014
Grace Binchy
What we plan to cover
•Why trends?
•Programme background
•The ‘new normal’
•The Trends
What we plan to cover
•Why trends?
•Programme background
•The ‘new normal’
•The Trends
To help organisations make sense of change
Why trends?
An inspiration for new ideas and a spur for innovation
Why trends?
The benefits:
More…
Outward looking
Forward looking
Consumer focussed
© HCHLV 2008
Why trends?
What we plan to cover
•Why trends?
•Programme background
•The ‘new normal’
•The Trends
8
How we identify and understand trends
Top Down Can we identify substantial
Drivers behind this trend that suggest it will continue?
Can we see evidence of this trend at work in brand or human
behaviour or attitudes?
Bottom Up
TREND Validated through research
Empirical evidence from a range of sources, including Global MONITOR, a quantitative study
covering 21 markets and surveying 28,000 respondents
Qualitative depth interviews in Ireland and GB
An understanding of the macro forces shaping the lives of consumers such as social, technological, economic, environmental and political factors
Global Streetscaping network: independent, discerning, culturally connected individuals who are spread throughout 40 countries and 60 cities
covering every continent of the world
9
About Global Monitor 2011
n = 27,092
The Global MONITOR survey covers 28,000 respondents across 21 countries
Online and face-to-face surveying is combined
in a mixed-methodology approach
10
Global Streetscapes: 40 countries and 60 cities worldwide
London Dublin
Paris
Barcelona
Athens
Berli
n
Rome
Moscow Stockholm
Istanbul
Cape Town
Dubai
Mumbai
Delhi
Auckland
Sydney
Tokyo
Kuala Lumpur
Seoul New York City Philadephia
Amsterdam
Bangkok
Shanghai
Hong Kong
Bangalore
Lagos
Sao Paulo
Rio de Janerio
Bogota
Mexico City
Buenos Aries
Austin
Chicago Seattle
Miami
Portland
Detroit
LA San Diego
Denver
Vancouver
Toronto Montreal
SF Beijing
Cairo
Caracas
Warsaw
Jakarta
Jeddah
Melbourne
Santiago
Wuxi
Helsinki
Guatemala City
Milan
Osaka
Doha
Johannesburg
Merida
Global Streetscapes
A global network of trend
spotters providing a
constantly updated feed
of fresh cultural,
consumer and marketing
insights
11
Detailing a trend
Sub-trend
Driver
Driver
Driver
Sustained change in consumer
attitudes, needs, wants and behaviours
Ways in which the trends are playing out in today’s
world
Sub-trend
Sub-trend
The forces and energies shaping the trend
What we plan to cover
•Why trends?
•Programme background
•The ‘new normal’
•The Trends
What we plan to cover
•Why trends?
•Programme background
•Applying the trends
•The ‘new normal’
•The Trends
197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence
Volatility has already become the new status quo
Euro zone debt crisis
Emerging markets overheating?
Downgrading of credit ratings
Erratic food and commodity prices
Confidence crisis in the west
Political unrest and regime change
Natural disasters, extreme weather
Terror attacks (or fear of)
Consumers are more wary and vigilant
197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence
The sound track of life has moved from classical to jazz
“In the past, there was this huge battle space and we knew just about everything about it … All one had to do was adhere to the tactical doctrine that flowed from Nato's general defence plans. I was akin to second violin in a symphony orchestra”
“These days, I have to play jazz." Air Vice Marshal Brian Burridge, 2001
197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence
Today the economic situation is a top of mind theme in many of World’s developed markets
‘Things are going very/fairly well financially in my country these days’
% Agree
2009 2010 2011
10
17 18 19
61
12
26
20
27
70
8
18
24 24
67
0
10
20
30
40
50
60
70
80
Ireland UK Western Europe USA BRIC
197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence
People are finding new strategies to cope with the pressures of this new reality
My World
The World
Our World
My World
The World
Our World
The effects of the recession
The opportunity for brands and companies
But it has not all been gloomy, adjusting to uncertainty has also brought some unexpected positive shifts
Positive Lifestyle Choices
Need to scale back
+ = Realising
what’s important
197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence
Unexpected positive shifts
Positive lifestyle choices
Realising what’s
important
Need to scale back + =
Budgeting well has become more
important to consumers
They are eating out less, cooking
from scratch more, experimenting
more
Unexpected health benefits + =
Consumers are reprioritising the things that are important and
necessary
They are staying at home more, travelling less and shopping less
More time to connect and less
pressure to keep up + =
Consumers are becoming more self
reliant
They are learning new skills, joining
networks, getting support, etc.
Renewed focus on goals,
rediscovering interests / passions
+ =
197077/Bord Bia Periscope Study 2009 - Trends in Consumer Food Intelligence
Food is one of the core elements that underpins these positive shifts in lifestyle
Budgeting Connection
Purpose
Health
Food provides a connection between family members and friends
Food has given some consumers a new sense of purpose
Food offers consumers more control over their health
Rethinking food budgets has become a helpful way for consumers to save money more generally
What we plan to cover
•Why trends?
•Programme background
•Applying the trends
•The ‘new normal’
•The Trends
22
The updated Consumer Lifestyle Trends
“I am looking for products and brands
that are real, authentic and honest, because I
know I can trust what's in them and
where they come from”
“I like to pursue better value, to help maintain my lifestyle and to get
the most from the money I have”
“I want a balanced approach to health and
wellness, to have greater control through
the choices I can make”
“I am mindful that I need to live more
responsibly; I want to make better choices
that make a difference without having to
compromise”
“I want to get more enjoyment from the
simple things in life; to have experiences that
add more fun and meaning”
“I want to manage my busy life and make sure
that I am at my best for whatever the day
presents”
23 23
“I want to stay in control of my busy life and make sure that I am at my best for whatever the day presents”
24 24
From struggling to keep up to managing energy to get the most from the day
Source:1. just-food.com, 2010; 2. Mintel, 2012
People still look for convenience, but propositions are evolving to give greater control and flexibility
As people fall back into old routines, they look to resolve the tension between ‘on the go’ needs and making good choices
Managing energy levels is becoming increasingly sophisticated and a top of mind need
Knorr stock pots have driven category growth since their launch in 2008 and allow consumers to achieve depth of flavour in their home cooking quickly and conveniently.
Globally, sales of healthy snacks are forecast to rise by more than a fifth by 2014.1
Satiety foods that offer slow release energy are moving more into the mainstream . According to Mintel, new satiety product launches increased 40% in Europe from 2010 to 2011.2
25 25
• The increased adoption of digital technologies and the growing data this generates, are both removing and adding complexity to people’s lives. On the one hand, digital services allow growing convenience when people want it and where they want it. On the other, consumers increasingly look for services that help them manage the overwhelming information digital devices place at their finger tips.
• Health concerns and high levels of distrust against businesses are also raising the bar of people’s expectations around what convenient food and drink solutions should deliver. British and Irish consumers want simple and accessible solutions that don’t make them feel like they are compromising on health and quality.
Convenience is as important as ever, with both on and offline innovation raising the bar of consumer expectations
The Futures Company Global MONITOR 2013
58 61 62 65
0
10
20
30
40
50
60
70
80
90
100
UK Ireland
2010 2013
More and more, I find I am
looking for ways to simplify my life
% Agree
26
Increasing mobility
Peak performance Managing your physical and mental performance
during the day
Guided choice Ways to make good choices more quickly and
easily
Conveniently there Improved convenience and portability
Simple by design Solutions that reduce complexity and save time
Proliferation of new media and
telecommunications technology and
devices
Changing working patterns
Winding down Slowing down and escaping to recharge the body
and mind
Continuing economic uncertainty
Drivers Sub-trends
The growing concern with health and
wellness
There are three key sub-trends that are
evolving the most dynamically
27 27
HOW IS THE SUB-TREND EVOLVING? Simple by design
Solutions that reduce complexity and save time
FROM
TOWARD
Pre-steamed vegetables, Brazil
Innovative cookware, Spain
Innovative formats that are quick but feel
natural,UK Kents Kitchen
Fruits in a cube Nuberasco Dried fruit
28 28
HOW IS THE SUB-TREND EVOLVING? Guided choice
Ways to make good choices more quickly and easily
FROM
TOWARD
Vending machine tells you the best drink is
for you, Japan
Supermarket organised by meal, France
Store offer increasingly matches
the profile of local shoppers,UK
Optimised choices based on your location, France :Max the Sommelier
29 29
HOW IS THE SUB-TREND EVOLVING? Conveniently there
Improved convenience and portability
FROM
TOWARD
Pop up café takes orders via mobile, Ireland
Vending machine for freshly-baked baguettes, France
Your dinner party is ready by the time you get
home,UK
Restaurant deals just in time, Ireland Mobile App
30 30
HOW IS THE SUB-TREND EVOLVING? Peak performance
Managing physical and mental performance during the day
FROM
TOWARD
Protein drink for slow release drink, Japan
Inhalable energy shot delivers, US
Energy drink for different times of day, US
31 31
HOW IS THE SUB-TREND EVOLVING? Winding down
Slowing down and escaping to recharge the body and mind
FROM
TOWARD
Mobile signal blocking
handkerchief, USA
Relaxation and recharge drink,
Germany
Sleep concerts, Japan
32 32
How is cheese fulfilling this trend Simple by design
33 33
How is cheese fulfilling this trend Conveniently there Simple by design
34 34
How is cheese fulfilling this trend.. Peak performance
35 35
POINTS TO PONDER
Consumer Shopper
• How might improvements to on-pack information help people make purchase decisions more easily?
• What ingredients can be added to cheeses that improve mood or recharge the mind?
• How can the quality and experience of cheese products be demonstrated in virtual environments?
• How can technology be used to help consumers find cheese?!
• Are there better ways of organising products in-store that will help people to find the ones they need or, create nutritional meals more easily?
36 36
“I want to get more enjoyment from the simple things in life; to have experiences that add more fun and meaning”
37 37
From living life to the maximum to focusing on re-connecting with others and enjoys life’s simple pleasures
Source. 1. Global MONITOR; 2. Alison Williams, Director, Beckworth Emporium, 2011
Living life to the maximum has become less important as harder economic times has revealed new priorities
A new mindset of enjoying what we have and finding great pleasure in simple things is emerging
Brands are tapping into the happiness movement by lifting peoples’ spirits. Mr Kipling launched an interactive Billboard in March 2012 that dispensed free cake slices to commuters waiting at bus stop in London.
Food remains one of life’s simplest, accessible and sociable pleasures
A trend towards socialising over breakfast in the UK is emerging as consumers have cut back on expensive lunches or evening meals out.
‘It is important to live life to the maximum’1
% Agree
2008 2009 2010 2011
58 53
46
60 61
67 65
51
68
61 63 59
46
63 62
53 53
44
57 59
10
20
30
40
50
60
70
80
Ireland UK Western Europe
USA BRIC
38 38
• As people in the UK and Ireland come to terms that having to be careful about their budgets is here to stay, they are shifting their attention from surviving to thriving. As a result, giving these people immersive experiences that are fun and exciting to share with others, is an increasingly important way brands and retailers can create differentiation in the crowded marketplace.
• Simple pleasures and affordable indulgences remain important for people’s moments of escape. However, with growing choice at consumers’ fingertips, the benchmark of what will catch people’s attention is rising. This makes experiences that are special on multiple fronts, whether flavour, richness or packaging, increasingly important.
Simple pleasures maintain their importance in people’s lives from playful escapes to the more sophisticated indulgences
The Futures Company Global MONITOR 2013
87 87
0
20
40
60
80
100
UK Ireland
I am very/somewhat likely to treat myself to
indulgences in the next 12 months % Agree
39
Continuing economic uncertainty
Co-creation
The enjoyment and fun of being part of the creative process
Rich rewards
Indulgent experiences that offer respite and reward
Enhanced sensations
Desire for intensified sensory experiences
Seeking connections
Making, maintaining or deepening connections with others
Fun and play
Enjoyment through play and novelty
Changing working patterns
Growing knowledge of the world’s opportunities
Proliferation of new media and telecommunications
technology and devices
Passion and purpose
Experiences that introduce new meaning, purpose and goals in life
Drivers Sub-trends
There are three key sub-trends that are evolving
the most dynamically
40
HOW IS THE SUB-TREND EVOLVING? Fun and Play
Enjoyment through fun and play
FROM
TOWARD
Juice drinks double up as building blocks,
Mexico
Frozen yogurt brand
Yogoberry organises free water balloon
fight , US
Rowntree’s Randoms encourages a more random, fun life, GB
Killer Sandwiches, Ireland
Designing new sandwiches every week
41
HOW IS THE SUB-TREND EVOLVING? Seeking Connections
Making, maintaining or deepening connections with others
Pepsi Social Vending System lets users buy
drinks for a friend remotely, US
FROM
TOWARD
Singles meet up where people cook a meal with
their combined leftovers, Sweden
Rise of Supper Clubs, Global
Pull your own pint Baggot Inn Dublin
42
HOW IS THE SUB-TREND EVOLVING? Rich Rewards
Indulgent experiences that offer respite and reward
Graham Beck wines are
the little reward that everyone should give
themselves, South Africa
FROM
TOWARD
Selling peace and quiet in a busy
city, Russia
Cupcakes delivered to your home for an indulgence you can share, GB
Coca Atelier
43
HOW IS THE SUB-TREND EVOLVING? Enhanced Sensations
Desire for intensified sensory experiences
FROM
TOWARD
Augmented reality
technology to taste and hear fireworks as you eat candy, Japan
‘Alchemical larder’ taste-
enhancers to stimulate the senses, GB & US
Palate-altering berry changes perceptions of tastes, US
44
HOW IS THE SUB-TREND EVOLVING? Passion and Purpose
Experiences that introduce new meaning, purpose and goals in life
Online marketplace for $5 tasks, where
proceeds get donated to charity, Canada
Learn about what you love in 21 days
with daily lessons to your inbox, GB
Piggymojo mobile savings tool
provides positive feedback when progress is made, US
FROM
TOWARD
45 45
How is cheese fulfilling this trend: Rich rewards
Shopper
46 46
How is cheese fulfilling this trend Enhanced sensations
Shopper
47 47
How is cheese fulfilling this trend Enhanced sensations
Shopper
48 48
How is cheese fulfilling this trend Fun & Play
Shopper
49 49
POINTS TO PONDER
Consumer Shopper
• How can you address people’s rising expectations around the multi-sensorial experiences products deliver?
• What sort of indulgences can cheeses tap into?
• How can cheese connect people together?
• Could people co create in the cheese process?
50 50
“I want a balanced approach to health and wellness, to have greater control through the choices I make”
51 51
From managing day to day issues and ailments to a long term and life long balanced approach to health
Source:1. Global MONITOR; 2. research2guidance, 2012; 3. just-food, 2012
Health and wellness has become more top of mind for most people
People are finding it harder to manage their wellbeing and are looking for help to regain control over their health
Food ‘baddies’ are increasingly being demonised and ‘natural’ still resonates strongly
The global market for mobile health applications is expected to nearly double in 2012, rising to $1.3 billion. The mobile health apps market experienced seven-fold growth in 2011, growing to $718 million.2
Advancements in reformulations mean that products which substitute sugar, salt and fat are more accurately mimicking the taste profile of traditional products. Brands such as Canderel and Cargill have recently launched products containing the all natural calorie free sweetener Stevia.3
‘I have made it a top priority in
my life to live a healthy lifestyle’1
% Agree
2009 2010 2011
53 50
63
55
70
58
51
64 59
66 62
51
64 61
65
0
10
20
30
40
50
60
70
80
90
100
Ireland UK Western Europe
USA BRIC
52 52
Media coverage as well as brands communications continue to draw attention to importance of health and wellness. However, the rising presence of health and wellness related information, fads, opinions and mixed messages is becoming overwhelming and people in the UK and Ireland are looking for tangible and personally relevant support to navigate it.
Organic, raw, natural, are all increasing their respective popularity levels, although these terms are often confusing in marketing communications and not very transparent. There is growing discussion of chemicals in day to day products, including food, drink and cosmetics. This is driving growing consumer interest in products that are natural, minimally processed and can communicate these qualities in accessible and transparent language.
Special dietary needs are no longer so special, as growing variety of categories and brands are innovating in free-from ranges, bringing these into the mainstream.
Being in control of health and wellness is a growing worry for people, making transparent and tangible solutions increasingly important
Source: The Futures Company Global MONITOR 2013
50 50
38 41
0
10
20
30
40
50
60
UK Ireland
2010 2013
I feel that I have control over my health %
Agree
53
Increasing life expectancy
Finding balance
Looking for emotional and mental balance via nutrition and lifestyle
Coping strategies
Using or excluding products in a response to modern day ailments
Image control
Managing weight and external appearance
Good start
Ensuring children get the best start in life
Proactive prevention
Proactively defending the body against future disease and illness through
healthier choices
Scientific advances
Increasing availability of health information
Growing pressure on healthcare resources
Naturally good
Searching for the best from nature to improve health
Rising prevalence of lifestyle diseases
Drivers Sub-trends
There are three key sub-trends that are evolving the
most dynamically
54
HOW IS THE SUB-TREND EVOLVING? Proactive prevention
Proactively defending the body against future disease and illness through healthier choices
FROM
Fitbit is a self-monitoring device that measures various metrics of activity and
fitness
Alzheimer's drink prevents memory loss through nutrients, US
Drinks with added lutein for improving and safeguarding
long term macular health, Japan
Antioxidant enriched coffee allows people to boost their body’s defenses, Thailand
Thrive Vitamins in the U.K. creates personal 28-
day vitamin plans and sends daily pouches to
customers.
TOWARDS
55
HOW IS THE SUB-TREND EVOLVING? Naturally good
Searching for the best from nature to improve health
FROM
TOWARD
Seaweed sprinkles naturally packed with a essential vitamins and
minerals, US Restaurant based on prehistoric diet uses
organic, unprocessed foods, Germany
Chia seed juice delivers a natural source of energy, US
Transparent and unprocessed
snacking
56
HOW IS THE SUB-TREND EVOLVING? Coping strategies
Using or excluding products in response to modern-day ailments
FROM
TOWARD
Tailor-made food to help you cope with your environment,
Japan
Allergy testing kits ensure that food is suitable for those with intolerances,
Global
Dogfish Head Craft Brewery’s strawberry flavoured gluten free beer, Global
Gluten free norms Base Pizza
57
HOW IS THE SUB-TREND EVOLVING? Finding balance
Looking for emotional and mental balance via nutrition and lifestyle
FROM
TOWARD
Coffee brand serves up free drinks and
experiences in “feel good” café, Canada
Mood tracking apps monitor
emotional wellbeing throughout the day, Global
Delo bottle caps dispenses vitamins into water, France
58
HOW IS THE SUB-TREND EVOLVING? Image control
Managing weight and external appearance
FROM
TOWARD
Swallowable perfume emits fragrance from
the skin, The Netherlands
Lato G's ice cream promotes tanning with added Vitamin A,
Italy
Beauty drinks help manage weight though fat burning, detoxing or killing cravings, US
59
HOW IS THE SUB-TREND EVOLVING? Good start
Ensuring children get the best start in life
FROM
TOWARD
Nestlé’s range of probiotics for kids, US
Food education classes for kids, Japan
Subscription service offers local organic baby food, US
60 60
How is cheese fulfilling this trend? Proactive prevention
Shopper Consumer
61 61
How is cheese fulfilling this trend? Good start
Shopper Consumer
62 62
POINTS TO PONDER
Shopper Consumer • How can cheese offer preventative health benefits as part of everyday meals?
• What benefits can cheese offer to help people maintain emotional wellbeing?
• What are the issues of most concern to parents when it comes to child nutrition?
63 63
“I am looking for products and brands that are real, authentic and honest, because I know I can trust what's in them and where they
come from”
64 64
From taking comfort in the past and a sense of nostalgia, to seeking modern relevance and benefits from tradition, heritage and origin
Source. 1. Ireland RepTrak 2012; 2. Defra, Rural Enterprise Solutions 2011; 3. Mintel, 2011
Growing consumer scrutiny of brands means corporate transparency is becoming more important
‘Seasonal’ and ‘local’ have become bywords for quality and trustworthiness
72% of Britons actively seek to buy British seasonal produce. Of these, almost half think seasonal food tastes better and two-thirds prefer to buy according to the season, with 30% saying they want to support British farmers.2
People are returning to home cooking in order to better cope with financial constraints
Home cooking is on the rise in GB. One of the biggest increases in consumer spending over the past year has been on in-home food, with 38% of Brits claiming to have spent more or started spending on this category in the last 12 months.3
78% of the firms measured in the Ireland RepTrak 2012 survey have seen their reputation fall over the last 12 months. Google was the only firm to score over 80 points out of a possible 100, compared to six companies last year.1
65 65
The worst levels of recessionary consumer scepticism might slowly start to fade in the UK and Ireland, but gaining and preserving consumer trust will remain a priority for brands. Networked consumers find out about the latest corporate or food safety scandals as fast as ever, shaking fragile trust across entire categories or even industries. The tax avoidance and banking scandals of the past years in the UK, demonstrate clearly how this can drive up public distrust to exceptionally high levels. Brands that showcase high levels of transparency and take trust to the core of their identity, will be much more resilient to this volatile environment and connect better with their consumers. The consumer need for transparency and trust continue to raise the currency of authenticity for brands. With the broader cultural shift towards wanting to explore local traditions and expertise- from national to the hyper local- tradition and provenance remain key elements for strong brand stories. However, as more and more businesses reach for these tools, brands that can create truly immersive and credible stories are the ones that can drive real differentiation.
Shifting expectations of brand behaviour and the search for credible anchors of trust, have turned Keeping it Real into a key dynamic for brands
70 73 81
69
0
20
40
60
80
100
UK Ireland 2009 2013
If an opportunity arises, most businesses will take advantage of
the public if they feel they are not likely to be found out %
Agree
36 49 44 48
0
20
40
60
80
100
UK Ireland 2012 2013
It is extremely/very important to preserve my family’s
traditions
% Agree
51
66
Rising consumer curiosity and desire for
transparency
Celebrating tradition:
Taking the best of tradition and heritage to meet modern tastes
Passion for place:
Growing interest in origin as a mark of quality and authenticity
Craftsmanship:
Rising interest in the people and artisan skills behind products
Behind the scenes:
Transparency as a mark of quality and trust
Back to basics:
Adopting traditional approaches and skills to meet today’s needs
Continuing economic uncertainty
Declining trust in governments and big business
Increasing availability of information
Embracing the seasons:
Growing interest in consuming seasonal produce
Drivers Sub-trends
There are three key sub-trends that are evolving the
most dynamically
52
67
HOW IS THE SUB-TREND EVOLVING? Behind the scenes
Transparency as a mark of quality and trust
FROM
TOWARD
Each pig has a face, for quality
and to encourage less meat
consumption Germany
Via webcams, consumers can watch the vegetables grow on the Harrods Allotment in real time, GB
Track my Macca, McDonalds Australia
Cook is a high-end frozen ready meal company, which displays the name of the chef who prepared each meal on its packaging
68
HOW IS THE SUB-TREND EVOLVING? Celebrating tradition
Taking the best of tradition and heritage to meet modern tastes
FROM
TOWARD
100 year old Polish classic Knishes
reinvented into hip street food, US
M&S celebrated its 125 year anniversary with the Penny Bazaar, where people pick up products for just 1p, GB
Morro Fi bar revives the tradition of the pre-dinner
vermouth, Spain
Super Miss Sue is a new restaurant in Dublin that serves basic Irish seafood classics in a contemporary gin bar environment
East India Tea Company celebrating 400 years
69
HOW IS THE SUB-TREND EVOLVING? Passion for place
Growing interest in origin as a mark of quality and authenticity
FROM
The last time Dublin opened a purpose built distillery was 125 years ago and the brand now builds on this old local heritage with a modern touch.
Bar only sells sandwiches filled
with protected designation of
origin products, Spain
Nudo allow you to adopt an olive tree in Italy and secure your year’s supply, GB
Recent start-ups, such as The Hackney Brewery, or the especially successful Camden Town Brewery carry their edgy urban manufacturing locations with pride
70
HOW IS THE SUB-TREND EVOLVING? Back to basics
FROM
TOWARD
Adopting traditional approaches and skills to meet today’s needs
App finds a recipe for the
ingredients you already have,
Spain
My Farm offers home self-sufficiency through outsourced vegetable growing in the garden, US
Waitrose adds offal to its ‘Forgotten Cuts’ range of meats as a flavourful and affordable staple from the
past, GB
71
HOW IS THE SUB-TREND EVOLVING? Craftsmanship
Rising interest in the people and artisan skills behind products
FROM
TOWARD
‘Crazy Gang’ winemakers call
for a return to quality and
craftsmanship in winemaking,
Spain
Golden Hook allows you to
choose the knitwear design
and the granny to knit it, France
Pop-up workshop transports Gucci’s
craftsman from the factory to a Gucci
store, Global
72
TOWARD
HOW IS THE SUB-TREND EVOLVING? Embracing the seasons
Growing interest in consuming seasonal produce
FROM
Fresh & Easy’s “Farm to Store in 24″
programme teams up with local farmers to
bring their fresh seasonal produce into
the stores, US
Burgerville fast food chain sources only seasonal produce for its restaurants, US
Zac & Jac’s Kitchen Produce uses only the
best of locally produced, seasonal
ingredients, Australia
73 73
How is cheese fulfilling this trend? Passion for place
Consumer Shopper
Piacentinu Ennese cheese is 1000th
product to receive EU DOP protection for unique origin and
attributes, Italy
74 74
How is cheese fulfilling this trend? Passion for place, celebrating tradition
Consumer Shopper
Murrays Cheese counter in NY. Each cheese has a card with the story of where it came from – passion for place, craftmanship, tradition, …
75 75
• How can cheese producers communicate best how they are making things from scratch?
• What traditional ingredients or processes can cheese makers revive to give a sense of authenticity to their brands?
• What could they do to highlight ingredients in their products which are particular to certain regions of their county?
• How might they better use seasonal ingredients in their products?
• Cheese producers should “shout” about the specialist skills of their staff
• How can they make better use of packaging to get the authenticity of their produce across?
• How can they use technology to give shoppers a better look into production processes?
POINTS TO PONDER
Consumer Shopper
76 76
“I am mindful that I need to live more responsibly; I want to make better choices that make a difference without having to compromise”
77 77
From striving to impact global sustainability issues to taking daily steps to live more responsibly and make a tangible difference
Source. 1. United States Pew Research Centre, January 2012; 2. Global MONITOR
Living an environmentally conscious life is important but is not a top priority
Key actions within people’s control remain the primary way they engage with issues
People are becoming sceptical of companies, expecting them to do more and provide proof of positive impacts
Marks and Spencer, whose aim is to become ‘the world’s most sustainable major retailer’, has received criticism for its partnership with BP, who were responsible for one the world’s largest ever oil spills in the Gulf of Mexico in 2010.
In January 2007, 57% of US voters rated the environment as a top issue for the President and Congress to deal with. That number has dropped to 43% in 2012.1 Reducing the amount of energy you use in your
home
Recycling your rubbish
Reducing the amount of water you use in your home
Ireland UK Western Europe
USA BRIC
82 74 76
71 73
87
77 78
66 62 63
54
72
57
70
0
10
20
30
40
50
60
70
80
90
100
‘How important are these social, environmental and economic behaviours
in your personal life today? 2’ % Agree that the below are extremely/ very
in their life
78 78
• Revelations of corporate misconduct continue to hit headlines and travel through social networks faster than ever. Despite the better economic outlook, many consumers in the UK and Ireland still face financial constraint, fuelling resentment against companies that extract more than they add to the societies where they operate.
• This context has a strong influence on the evolving understanding of what consumers expect from businesses. CSR initiatives designed to salvage corporate reputation are no longer enough: There will be growing expectation from companies to showcase that they care about the impact of their operations and their contribution to communities is an integral part of their business, not just an afterthought.
As high levels of distrust embedded against business
42 44 47 47
43 41 38 38
0
10
20
30
40
50
60
70
80
90
UK 2012 UK 2013 Ireland 2012
Ireland 2013
A lot A little
A feel a lot/little anger over big
business maximising profit at the
expense of community and
consumers
79
Declining trust in governments and big
business
War on waste Reducing the wasteful results of consumption
Fair treatment Treating animals and people fairly in the production
process
Climate conscious Protecting the world’s environment and biodiversity
Good causes Supporting a worthy cause through purchase
choices
Conserving resources Living in a world where resources are increasingly in
short supply
Growing awareness of environmental
and social issues
Continuing economic uncertainty
Growing impact of resource shortages
Drivers Sub-trends
There are two key sub-trends that are
evolving the most dynamically
80
Reducing the wasteful results of consumption
FROM
TOWARD
The Community Shop in Goldthorpe, Yorkshire
is a pioneering social enterprise where people on low incomes can get
greatly discounted access to the inevitable
surplus produce of producers and retailers
across the UK.
HOW IS THE SUB-TREND EVOLVING? War on waste
Smart fridge keeps food
fresh longer and tells
consumers which items are about to go off, South
Korea
Traffic-light style food label indicates
freshness more efficiently than use
by dates, helping reduce food waste,
UK
Mos Burger recycles used oil and food rubbish into plant food, Japan
Foodsharing is a German mobile and computer app that enables people to share or exchange surplus food with each other for free.
81
Supporting a worthy cause through purchase choices
FROM
TOWARD
HOW IS THE SUB-TREND EVOLVING? Good causes
SAB Miller’s cassava beer integrates the
produce of local subsistence farmers into
its supply chain, Mozambique
Japan promotes the localisation of agriculture in
its national school feeding programme, Japan
Waitrose give the customer the choice of local causes to support, GB
Coca Cola established a pilot scheme in South Africa to roll out 2000 Ekocenters across the country, creating a channel for their products while also making a social impact
82
Protecting the world’s environment and biodiversity
FROM
TOWARD
HOW IS THE SUB-TREND EVOLVING? Climate conscious
Juice company reconverts its fruit waste into organic
fertiliser for its own crops, Australia
Smart phone app connects consumers to
local farms and markets in their area, USA
Carbon neutral beer, UK
83
Treating animals and people fairly in the production process
FROM
TOWARD
HOW IS THE SUB-TREND EVOLVING? Fair treatment
Walmart announces plans to offer 500
fairtrade products in its stores by 2016,
Global
Clothing company works only with
designers who use no animal materials and fair labour practices,
Belgium
McDonald’s, now the biggest coffee seller in the UK, uses Rainforest Alliance certified coffee, Global
84
Living in a world where resources are increasingly in short supply
FROM
TOWARD
HOW IS THE SUB-TREND EVOLVING? Conserving resources
New farming method uses a tenth of the amount of water to grow crops, Dubai
Danone Brazil’s 100% renewable plastic
packaging is made from local sugar cane, Brazil
Waitrose delivers orders by bike, GB
85 85
How have cheese companies fulfilled this trend: Conserving resources
Consumer Shopper
86 86
How have cheese companies fulfilled this trend: Fair Treatment
Consumer Shopper
87 87
How have cheese companies fulfilled this trend: War on waste
Consumer Shopper
88 88
Points to ponder
Consumer Shopper
• How could cheese companies encourage or facilitate people to use less resources in their everyday lives?
• How could they help people to reduce the amount of waste they create?
• Could it be made easier for people to understand the carbon and climate impact of their products?
• How to support local causes?
• How can sustainability commitments be effectively communicated to shoppers in store?
THANK YOU