taste. 2 ‘new’ consumer insatiable appetite for more!….. observations + ‘predictions’
TRANSCRIPT
Taste
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‘New’ Consumer
Insatiable appetite for MORE!…..
Observations + ‘Predictions’
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Forensics™ completed for:
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“In the 60’s an advertiser could reach 80% of US women with a spot aired simultaneously on CBS,
NBC, ABC.” Business Week July 04
“The governing ideal was not just to keep up with the Jones, but to be the Jones.” Business Week July 04
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Innovation
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The Numbers
2131
3410
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“Pollokshields…… the street is lined with halal butchers and shops selling salwar kameez. “ Economist 9 Feb 06
Married w Kids
Married No Kids
Single Person
Single Parent
Other31 34
21105.6 million
7.1 million8.5 million
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Time
“ We are sleeping 20% less over the past century” American Demographics Jan 99
“ British people have £400million-worth of uncashed cheques in their pockets for bank boredom issues, 40% would forego a trip to the doctor because they can’t bear to wait for an appointment (one sixth have become ill as a result) ” Sunday Times 26 Mar 06
“ Post-industrial society will include the individualization of time, with people doing what they want, when they want. Video on demand, 24 hour banking, seven day shopping…. People stop doing things at the same time” Financial Times 1 Dec 96
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Choice
“ The Tyranny of Choice April 04”
“There are 8000 mortgage products available in the UK. If you allocated just 6 minutes to each mortgage, to read through details, you would need to allocate 800 hours to this task.”Marketing Week 9 Feb 06
“ In 2003 alone, 26, 893 new food and household products were introduced, including 115 deodorants, 187 breakfast cereals and 303 women’s fragrances.” Business Week July 04
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Wealth
“There are enough people earning at increments between the average and the top incomes that many market positions in between are economically viable. (Spinbrush: $10. Whitestrips: $35” HBR May 04
True poverty no longer exists…….
“ Food and non-alcholic drink now take less than 20% of all household income, half as much as in the 50’s” Liquid Pleasures John Burnett
Real Household Disposable Income Per Head
0
50
100
150
200
250
1970
1971
1972
1973
1974
1975
1976
1977
1978
1979
1980
1981
1982
1983
1984
1985
1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
Constant Prices - Indexed on 1970Source: ONS Series IHXZ
Food and Drink as a Proportion of UK Household Expenditure %
0
5
10
15
20
25
19
63
19
64
19
65
19
66
19
67
19
68
19
69
19
70
19
71
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72
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73
19
74
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75
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76
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77
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78
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80
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81
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82
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84
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86
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87
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88
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89
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90
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91
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92
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93
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94
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95
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96
19
97
19
98
19
99
20
00
20
01
20
02
20
03
20
04
20
05
Source: ONS Series ABQI / ABZV
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Small intimateTelephony basedFace to face, longer contactSmaller groups of friendsInternet, devices, separate from each other
Groups + Individuals. 150 contacts Shorter contacts Streams of info Technology/interfaces invisible
Old New
Pinging the Hive
Technology
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“The thumb is the new power digit.”. The Observer Mar 02
Technology
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Technology
“164 minutes a day trawling the web, vs 148 minutes watching TV.” FT 1 Apr 06
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“We are approaching a velocity called Warp Speed… …. We expect the imperfect human beings in our lives to operate as efficiently as our computers. ” Futurist Dec 98
Technology
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Healthy You 2002
Cancer
EnergyStress
63%
55%54%
Top 3 concerns
“ Sleep is the new Sex “ Forbes 27 Feb 06
“ Moderation isn’t balance, it’s a pendulum” Rapaille
MANY knock-on effects including:
Tired
Stressed
Desperately searching for Balance, Sense of Control
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More!Better!
Faster!
I want what I want, when
where how I want it!
NOW!
ME!
“In the 1950’s, the American ideal was uniform and homogeneous: …however, a dizzying array of other lifestyles have gained mainstream acceptance, and this trend shows no signs of abating. While this freedom had enlarged individual choice, autonomy and diversity, it is also linked to a very assertive form of individualism, a sense that my needs come first.” American Demographics, April 2003
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“ Moderation isn’t balance, it’s a pendulum” Rapaille
Solo
Treat
Mental Acuity
Physical Energy
Cheap
Sharing
Leisurely, Oasis
Fast, Simple
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Bigger change to human DNA in <15-20 years than past 2000 years
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Insatiable appetite for MORE!…..
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Do NOT give me ordinary
Add Value: I’ll PAY!
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I’ve been exposed to…..
I know you can deliver
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Powerfruits
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“ Cocoa can improve the ability of blood vessels to relax towards cardiovascular health ”
“ Chocolate milk proves to be better post exercise than any other commercial sports beverages ”
“ The perfect elixir…. the right balance of carbohydrates, electrolytes, protein and fluid to keep athletes in peak form after various types of exercise….might be chocolate milk.“
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Convenience Functional, Fortified
Low, Light
Natural, Organic
Novel, Fun
Ethnic, Exotic
Indulgent, Premium
Pleasure
Health
Ready To Heat
Ready To Eat
Easy To Prepare
ALLor nothing!
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FRUIT
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White tea: calming new scent of Westin
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“ Doddington Dairy Ice Cream… From a Flower range contains flavours which have been inspired by various flowers, including Rose, Saffron and Cardamom, Heather Honey and Orchid Vanilla.” FDIN
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Informed Imagination
GROWTH
for