how food tribes are redefining food
TRANSCRIPT
1 ©2015 New Hope Natural Media, a division of Penton
Eric J Pierce Director, Strategy & Insights New Hope Natural Media 303.998.9186 [email protected] WhatsNextInNatural.com
How Food Tribes Are Redefining Food
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Forty years of expertise; a suite of forward-looking, predictive solutions
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Passion
All images labeled for reuse
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Means & Standard Deviations
Problem
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The Mythical Average
Problem
Boring
Mediocre
Uninspired
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Solution
Study the Outlier …
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Solution
… then Connect to the Larger Opportunity
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Solution
Study the Outlier
Food Tribes’ are a source of innovation and inspiration
Food Tribes’ values are driving the revolution
Empathy with tribe values will facilitate connection to larger mainstream opportunity with shared values
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We are in the midst of a food revolution
-$18B in market share for
Top 25 Food & Bev Companies since 2009*
Top Companies Losing Share
Source: *Fortune “The War on Big Food’ **Nutrition Business Journal Estimates, Organic Trade Association Estimates
Food & Beverage estimated to
Grow 75% between 2014 and 2019 to represent
$107.7B in sales**
Natural & Organic Growing Rapidly
Farmers Markets
Renegade Chefs
Food Trucks
Urban Gardens
CSAs
Millennials
Cooking Shows
Farm to Table
Food Tribes
Maker Movement
Large CPGs Under Fire
and the list goes on …
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There is more disruption now than ever before
“I’ve been doing this for 37 years and this is the most dynamic, disruptive and transformational
time that I’ve seen in my career.”
-Steve Hughes, Former CEO & Co-Founder of Boulder Brands and Ex-ConAgra Executive
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“We’ve never seen the consumer as confused as they are today… people were moving to diet sodas. Now they view real sugar as good for you. They’re willing to go to organic, non-GMO products even if [they have] high salt, high sugar, high fat.”
- Indra Nooyi, CEO PepsiCo
However, what the food-forward consumer wants is not always clear
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To understand the food revolution you have to look closely
It’s not just one chaotic food revolution. It’s many small, well-defined movements led by food tribes. You must look closely to understand the nuances of each.
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Food tribes are key to understanding the food revolution & the changing food landscape
Tribe values and beliefs are deeply held and often a
defining characteristic of one’s personal identity.
A Food Tribe is a social group linked by set of common values and beliefs which shape
one’s food and lifestyle choices.
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Studying food tribes and their values allows one to better understand and empathize with the consumers who are reshaping the food landscape
The message is clearest and the values of the food movement are strongest among Food Tribes
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Food tribes have a strong influence on mainstream consumers and share many values
Food Tribes broadcast and share their values with mainstream consumers
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Consider for example … The Freegans
DEFINITION
‘Freegans are people who employ alternative strategies for living based on limited participation in the conventional economy and minimal consumption of resources.’
RELATING TO MAINSTREAM Values that resonate broadly
Increasingly even mainstream consumers are finding motivation to challenge habitual decisions these values motivate reevaluation and behavior change.
• Reducing unnecessary consumption • Waste reduction • Reduced environmental impact • Understanding where food comes from • Growing what you can • Simplifying life
Definition quoted from www.freegan.info
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I pay more for responsibly produced food Responsibly-Produced Food 19%
They are small and their behaviors are extreme… but their values are shared by many
I do (would) grow my own food (if I could)
Growing Own Food 26% I feel guilty when I buy
more than needed Reducing Consumption 22%
Concern about waste can impact what I buy
Waste Reduction 22% I would trade stuff for a simpler life
Simplifying Life 20%
Concern about the planet impacts what I buy Protecting the Environment 19%
Source: NEXT/NBJ Surveys: Gen Pop Samples; Tribe Sizes are rough estimates using self-reported data; N=600 Size, N=400 Values
Freegan Values
The amount of food waste produced upsets me
Reducing Food Waste 34% Mainstream Beliefs
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Food tribes cluster around these 6 primary motivations
*We will set aside the weigh loss cluster for the focus of this presentation
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Motivation: Self Sufficiency Food Tribe: Urban Homesteaders
DEFINITION
Lifestyle movement for those living in the city but wanting to live off the land in a more environmentally-conscious & self-sufficient way, especially in regards to food.
• Grow their own food & keep animals for both food and manure
• Take a hands on approach to running and maintaining their households (e.g. home repairs, oil change & auto repairs)
• Compost, practice waste reduction , use alternative fuels & collect rainwater
<4% Est. Size of Tribe
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I value who grew my food and how it is made Where Food Comes From 26%
Urban homesteading touches on both our nostalgia for simpler times & our desire to understand and be more connected to our food
I go out of my way to buy local-sourced food Locally-Sourced 18%
I prefer homemade over store bought
Homemade/Handmade 36%
I sometimes dream of living off-the-grid Self-Sufficiency 16%
I make effort to reduce my planetary impact
Protecting the Environment 27%
Homesteader Values
<4%
Source: NEXT/NBJ Surveys: Gen Pop Samples; Tribe Sizes are rough estimates using self-reported data; N=600 Size, N=200 Values
Mainstream Beliefs
Est. Size of Tribe
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Motivation: Ancient Knowledge Food Tribe: Paleo
DEFINITION
Paleo is both a diet & a lifestyle meant to mimic the presumed nutrition & activity levels of our hunter-gatherer ancestors.
• No processed foods, refined sugars, caffeine, nightshades, dairy, grains and/or legumes
• Endorses naturally and ethically-sourced foods (e.g. organic, non-GMO, grass-fed, pasture-raised)
• Includes many healthy fats, nuts & seeds
<4% Est. Size of Tribe
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I pay more for high quality ingredients High-Quality Ingredients 22%
For many, unprocessed = healthier is quite believable. There’s interest in going back to simpler ingredient lists with higher-quality ingredients
Whole, unprocessed foods are better for you Whole, Less-Processed 31%
Mass-produced food should be
avoided Anti-Industrialized Foods 16%
Regular physical activity is key to health
Physical Activity 47%
I improve my health & energy with clean food Food’s Impact on the Body 29%
Paleo Values
As a culture we tend to over complicate life
Simplifying Life 27%
Good health requires one to learn
to cook Cooking Skills 21%
<4%
Source: NEXT/NBJ Surveys: Gen Pop Samples; Tribe Sizes are rough estimates using self-reported data; N=600 Size, N=200 Values
Mainstream Beliefs
Est. Size of Tribe
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Motivation: Sustainability, Farming Food Tribe: Biodynamic
DEFINITION
Comprehensive & holistic approach to managing a farm’s ecosystem in an environmentally-beneficial and unobtrusive way. Principles include:
• Plant diversity – mixing crops so plants support one another
• Crop rotation – moving crops & raising varied animals to encourage healthy soil
• Animal life – raising animals to partake in ecosystem
• Composting – recycling manure & organic waste
• Homeopathic preparations – fermented solutions to treat compost, soil & plants
• Life force – belief that earthly influences and cosmic forces play vital roles in life of a farm
<1% Est. Size of Tribe
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Organic is great, but we can do better Honoring Intention of Organic 17%
I pay more for responsibly produced food
Responsibly-Produced Food 19%
As consumers become more food-educated some will search for ‘deep organic’ options
Industrial farming may not be the best
Anti-Industrialized Farming 20%
We need more small-scale agriculture
Small-Scale Agriculture 25%
Livestock animals need better treatment
Humanely-Raised Livestock 29%
Biodynamic Values
How you grow produce impacts its nutrition
Nutrient Rich Foods 32%
I make effort to reduce my planetary impact
Protecting the Environment 27%
<1%
Source: NEXT/NBJ Surveys: Gen Pop Samples; Tribe Sizes are rough estimates using self-reported data; N=600 Size, N=200 Values
Mainstream Beliefs
Est. Size of Tribe
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Motivation: Body Chemistry Food Tribe: Biohacking
DEFINITION
Cluster of tribes centered around the intersection of science, personalized nutrition & self-improvement and driven to improve their own condition through self-experimentation.
• Motivated to improve themselves in specific and definable ways
• Experiment on themselves as a means of achieving their goals
• Uses a methodical approach and detailed observations/measurements to monitor inputs & outputs and identify solutions
<4% Est. Size of Tribe
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I set specific improvement goals for myself
Goal Setting 23%
Biohackers value self-improvement through personalized solutions
I experiment with ways of optimizing myself
Improvement Via Hacking 22%
I can optimize performance in specific ways Self-Improvement 17%
I monitor my health in measurable ways
Self-Quantification 21%
Biohacking Values
Personalized solutions to health are best
Personalized Solutions 19%
I tinker with technology to improve myself
Improvement Via Technology 23%
<4%
Source: NEXT/NBJ Surveys: Gen Pop Samples; Tribe Sizes are rough estimates using self-reported data; N=600 Size, N=200 Values
Mainstream Beliefs
Est. Size of Tribe
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Values vary within the food movement, but many shared values unite it
Where Food Comes From
Anti-Industrialized
Responsibly-Produced Food
Food and Self-Awareness
Small-Scale Agriculture
Food’s Impact on the Body
Locally-Sourced
Protecting the Environment
Nutrient Rich Food
Whole, Less-Processed
High Quality Ingredients
Animal Welfare
Personalized Solutions
Ethics
Food as Medicine
Simplifying Life
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Study Food Tribes
Don’t worry about the size of the tribe; serve their values to attract a much larger base of consumers with shared values
Use this connection to inspire your innovation & marketing
Develop empathy for their values and beliefs
In conclusion …
29 ©2015 New Hope Natural Media, a division of Penton
Thank You!
Eric Pierce Director, Strategy & Insights NEXT Data & Insights
New Hope Natural Media
303.998.9186 [email protected]
Katrina McGhee Sr. Market Research Manager NEXT Data &Insights
New Hope Natural Media
303.998.9126 [email protected]
WhatsNextInNatural.com