June 2014 Update
About the Consumer Lifestyle Trends Programme The Consumer Lifestyles Trends programme is a foundation of knowledge that allows the Irish Food and Drinks Industry to better predict and prepare for consumers’ future needs and wants. Trends help companies be more outward-looking, future-focused and consumer driven. Using Trends helps companies to anticipate change in consumers’ lives and not just be responsive. Trends help organisations make sense of, and plan for, change and also act as a catalyst for new thoughts and ideas. Since the programme’s initial launch the trends have evolved; new themes have emerged, some themes have become stronger and more widespread, and other themes have waned. Attached in this report is the 2014 update. You will see that over the past 18 months a number of sub-trends have changed or accelerated in importance. If you have any questions you can contact
[email protected]
1
The updated Consumer Lifestyle Trends
“I want to manage my busy life and make sure that I am at my best for whatever the day presents”
“I want a balanced approach to health and wellness, to have greater control through the choices I can make”
“I want to get more enjoyment from the simple things in life; to have experiences that add more fun and meaning”
“I like to pursue better value, to help maintain my lifestyle and to get the most from the money I have”
“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 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”
2
Table of Contents
Fluid Lives
4
Simple Pleasures
13
Responsible Living
24
Quest for Health and Wellness
30
Consumers in Control
40
Keeping it Real
50 3
“I want to manage my busy life and make sure that I am at my best for whatever the day presents”
4
Convenience is as important as ever, with both on and offline innovation raising the bar of consumer expectations •
Fluid Lives remains a key trend as navigating busy lives and complex choices remain as important as ever. People in the UK and Ireland continue to look for convenient solutions that 100 integrate fluidly into their busy days.
90
•
•
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.
More and more, I find I am looking for ways to simplify my life % Agree
80 70 60
62
58
61
65
50 40
30 20
10 Health concerns and high levels of distrust against businesses are also raising the bar of 0 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.
UK 2010
Ireland 2013
5
There are three key sub-trends that are evolving the most dynamically
Drivers Proliferation of new media and telecommunications technology and devices Changing working patterns
Increasing mobility
Continuing economic uncertainty
The growing concern with health and wellness
Sub-trends 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
Peak performance Managing your physical and mental performance during the day
Winding down Slowing down and escaping to recharge the body and mind
6
HOW IS THE SUB-TREND EVOLVING? Guided choice
Ways to make good choices more quickly and easily The growing choice of products available and increased access to product information through digital technologies has become embedded in the way people interact with products and services. In order to engage with information overloaded consumers, choice simplification and duration increasingly need to be embedded in the way brands and retailers interact with consumers.
From
Towards
Looking for help in collating and interpreting information, and recommendations based on personal characteristics
Choice simplification, personalisation and curation are becoming an integral part of how consumers expect to interact with brands and services
Vending machine that tells you what the best drink is for you, Japan
Store offer increasingly matches the profile of local shoppers, UK 7
SUB-TREND: Guided choice Ways to make good choices more quickly and easily
Mass Personalisation, UK
Optimised choices based on your location, France
Tesco Metro makes extensive use of fine-tuned data to stock their stores with brands that reflect with growing precision the profile and needs of the demographic in the store’s area. As the number of new product launches and items stocked becomes overwhelming for consumers, predictive data allows Tesco Metro to present consumers products they are most likely to buy rather than overwhelming them with too many options. Tesco Metro’s across the UK have seen rising sales.
Carrefour in France launched an app, to help consumers select wines, called “Max the sommelier in your pocket.” Customers have to enter the kind of dishes they will eat and their budget. The app will indicate the ideal food and wine pairing according to the options available in the store where you are. The app highlights that retailers are working towards simplifying complex choices, integrating it with location based information.
8
HOW IS THE SUB-TREND EVOLVING? Conveniently there
Improved convenience and portability As lives are becoming more mobile, people continue to look for products and services that they can access when and where they need them most. The integration of mobile technologies into on-the-go convenience is becoming increasingly sophisticated, with more and more services predicting people’s needs and offering up solutions at the perfect time.
From
Towards
More ubiquitous sources of access and rising use of GPS to find what you need when you need it
Predicting people’s needs and offering solutions that are tailor-made for them, exactly when they need it
Pop up café takes orders via mobile, Ireland
Your dinner party is ready by the time you get home, UK
9
SUB-TREND: Conveniently there Improved convenience and portability
Dinner party service, UK
The Dinner Company in the U.K. aims to take the faff out of hosting a dinner party in today’s busy world. It offers consumers a simple system where they choose a menu, have the exact ingredients delivered, and use interactive apps on their phones to create the meal. The website also handles inviting guests and sharing the event on Facebook, taking all the hassle and organization away from the consumer.
Restaurant deals just in time, Ireland
Tempster is a mobile app that offers restaurant deals to people on the go. Tempster uses GPS technology to identify the user’s location and displays all offers available in nearby bars and restaurants. If restaurants are quiet, they can try to bring in customers by posting offers such as discounts or complimentary meals or drinks, which users immediately get access to. This helps restaurants improve their profit margins and people have access to discounted tables when they need it. 10
HOW IS THE SUB-TREND EVOLVING? Simple by design
Solutions that reduce complexity and save time without compromises The desire for simpler solutions remains strong amongst people who increasingly struggle to fit everything into their day. Consumers welcome innovative solutions that reduce cooking or preparation time but meet their rising expectations around the quality and healthiness of food experiences
From
Towards
Design solutions that reduce complexity in cooking processes and deliver convenient and healthy nutrition
Innovative formats that enable quick food preparation or on-the-go eating but also meet rising the demand around health and nutrition
Lékué’s innovative kitchenware enables fast and healthy home cooking and preserves nutrients, Spain
Innovative formats that are quick but feel natural, UK
11
SUB-TREND: Simple by design Solutions that reduce complexity and save time without compromises Flavour shots, UK
Fruits in cube, Italy
Kent’s Kitchen’s flavour shorts are gel based flavourings, designed to quickly season meals to make it feel more home-made without too much hassle. The innovative format targets consumers who normally have negative associations with ready meal style cooking but need convenient and quick solutions.
Noberasco launched “Fruttime”, a snack which is based on pure dried fruit, packaged in small cubes for convenient snacking. The fruit cubes don't stick and don't mess up hands like real fruit or other snacks and hence enable healthy eating in a convenient format.
12
“I want to get more enjoyment from the simple things in life; to have experiences that add more fun and meaning”
13
Simple pleasures maintain their importance in people’s lives from playful escapes to the more sophisticated indulgences •
•
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.
I am very/somewhat likely to treat myself to indulgences in the next 12 months % Agree
100
87
87
UK
Ireland
80
60 40 20 0
14
There are three key sub-trends that are evolving the most dynamically
Drivers
Sub-trends Fun and play
Growing knowledge of the world’s opportunities
Changing working patterns
Enjoyment through play and novelty
Seeking connections Making, maintaining or deepening connections with others
Rich rewards Proliferation of new media and telecommunications technology and devices Continuing economic uncertainty
Indulgent experiences that offer respite and reward
Co-creation The enjoyment and fun of being part of the creative process
Enhanced sensations Desire for intensified sensory experiences
Passion and purpose Experiences that introduce new meaning, purpose and goals in life 15
SUB TRENDS
16
HOW IS THE SUB-TREND EVOLVING? Fun and play Enjoyment through fun and play As an antidote to life’s daily pressures, people are looking for ways to incorporate lighthearted and easily accessible moments of fun into their day. Brands and retailers are increasingly recognising this need and creating immersive experiences for people to drive differentiation in a crowded marketplace
From
Facilitating shared play or integrating fun and play into the packaging of everyday objects
Juice drinks double up as building blocks for children to promote family play time, Mexico
Towards
Using play and fun for immersive experiences that drive engagement with brands and retail environments
Rewarding pyjama party participants with vouchers, Spain
17
SUB-TREND: Fun and play Enjoyment through fun and play Pyjama Party for Vouchers, Spain
The lingerie store Women’s Secret organized a series of “Pajama Parties,” with activities like bedjumping and pillow-throwing, in the middle of a Barcelona shopping mall. Women were invited to let off steam and go crazy, jumping around on a giant bed. Their effort was rewarded with a series of gift vouchers hidden in the floating balloons above them.
Killer Sandwiches, Ireland
Killer Sandwich is a Dublin-based start-up that brings an element of fun to people’s Friday lunch. The company announces a different indulgent surprise sandwich each Wednesday, to their followers on Twitter. People have to sign up and collect their sandwich in a café in central Dublin, making the deliveries of this entirely online business into an offline social occasion before the weekend.
18
HOW IS THE SUB-TREND EVOLVING? Seeking connections Creating opportunities to strengthen bonds with others Building closer connections with those we love has strengthened as a priority as people place renewed importance on spending time with close friends and family. Brands are recognizing the importance of this and creating more opportunities for people to deepen their bonds through shared experiences.
From
Towards
Brands facilitating or encouraging people to reconnect with friends or loved ones
Brands and retailers creating opportunities to live shared experiences and strengthen bonds
The Pepsi Social Vending System lets users buy PepsiCo drinks for a friend remotely, US
The ‘Share a Coke with…’ campaign brings sharing and personal bonds to the core of the brand experience, Global 19
SUB-TREND: Seeking Connections Creating opportunities to strengthen bonds with others
Share a Coke with.. Campaign, Global
Coca Cola’s 2013 campaign focused on the experience of sharing and made this bond more personal and impactful through people being able to find a bottle with their own names. Coke’s Facebook page has grown by 870% since the campaign launch, it has become the 23rd most-talkedabout Facebook page in the world, highlighting how much the campaign itself was shared online.
Pull your pints with friends, Ireland
The Baggot Inn in Dublin (Baggot St.) offers tables that have a set of taps that allow you to pour your own pints of Guinness or Carlsberg. Groups of friends do not have to break up and queue at the bar but can the play the barman the whole night instead, making this a fun shared experience
20
HOW IS THE SUB-TREND EVOLVING? Rich rewards Indulgent and special experiences that offer respite and reward Through tough times small rewards have offered a lift and distraction to the economic crisis. As people have now adjusted to long-term control over their budgets they look for opportunities to thrive on what they have. People will be looking for increasingly exciting forms of indulgence to make the most of their opportunities.
From Richer and more indulgent rewards that can be shared or are accessible throughout the day
Graham Beck Wines are the little reward that everyone should give themselves, South Africa
Towards People looking for increasingly sophisticated and special escapes from budgeted living
Nip from the Hip produces exquisite taste combinations to make home drinking more fun, UK 21
SUB-TREND: Rich rewards Indulgent and special experiences that offer respite and reward Exquisite taste for home drinking, UK
Nip from the Hip is a new alcohol brand based on unique combinations of traditional English fruits (rhubarb vodka and gooseberry gin). It appeals to consumers on many aesthetic fronts, including flavour and beautiful packaging, highlighting that despite constrained budgets there is a strong desire for the enhanced and for something extra.
Handmade treats, Ireland
The Cocoa Atelier in Dublin exclusively focuses on beautifully handmade, perfectly packaged products and impeccable window displays creating an enhanced sensation for the customer. This underlines that although people control carefully their essential shopping there is a market for treats that perform on specialty and aeasthetics.
22
“I am mindful that I need to live more responsibly; I want to make better choices that make a difference without having to compromise”
23
As high levels of distrust embedded against business •
•
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.
A feel a lot/little anger over big business maximising profit at the expense of community and consumers 90 80
70 60
43
41
38
38
42
44
47
47
50
40 30 20
10 0 UK 2012 UK 2013 Ireland 2012
A lot
Ireland 2013
A little 24
Drivers
Sub-trends There are two key sub-trends that are evolving the most dynamically War on waste
Continuing economic uncertainty
Reducing the wasteful results of consumption
Good causes Growing awareness of environmental and social issues
Supporting a worthy cause through purchase choices
Climate conscious Protecting the world’s environment and biodiversity
Growing impact of resource shortages Fair treatment Declining trust in governments and big business
Treating animals and people fairly in the production process
Conserving resources Living in a world where resources are increasingly in short supply
25
HOW IS THE SUB-TREND EVOLVING? War on waste Reducing the wasteful results of consumption Helping people reduce their personal food waste remains an important trend but it is increasingly shaped by the sharing economy. Various channels are emerging to help both individuals and producers reduce their surplus food by sharing it with people who want it or need.
From
Toward
Innovation and packaging design that helps prevent waste in the first place
Channels are emerging to circulate surplus food between people, avoiding waste through sharing
Smart fridge keeps food fresh longer and tell consumers which items are about to go off, South Korea
Asda. Morrison’s and Mondelez are supporting the UK’s first social supermarket where people on low incomes can buy surplus goods for large discounts ,UK 26
SUB-TREND: War on waste Reducing the wasteful results of consumption
Social supermarket, UK
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. Major brands, including Morrison’s, Asda, Tesco, M&S, Mondelez and Tetley all supply the supermarket, making sure that food that would go to waste gets to people who need it.
The sharing economy tackles food waste, Germany
Foodsharing is a German mobile and computer app that enables people to share or exchange surplus food with each other for free. People can simply check on their app what is available in their neighbourhood, including cooked meals and connect with each other. The app is one of many initiatives around the globe that shows that the sharing economy is moving on from room rentals and car sharing, to covering cheaper and less wasteful access to food and drink as well. 27
HOW IS THE SUB-TREND EVOLVING? Good causes
Supporting worthy causes is embedded in business operations Growing scrutiny of business practices in the wake of tax avoidance and food safety scandals, is driving the expectation that contributing to society is not just an afterthought but ingrained in the way businesses run. Communicating these efforts in a coherent way is also becoming increasingly important to safeguard reputation
From
Towards
Supporting local businesses and integrating local producers into supply chains
Adding, not just extracting value, is integrated in the way the business operates
SABMiller’s cassava beer integrates the produce of local subsistence farmers into its supply chain, Mozambique
Coca Cola creates new channels for its products with added social benefits, South Africa 28
SUB-TREND: Good causes Supporting worthy causes is embedded in business operations
Product channel with a purpose, South Africa
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. The Ekocenters are adapted shipping containers with large solar energy generators, where local retailers can sell Coca Cola but also deliver clean water, electricity and wireless connectivity.
Repositioning with purpose, Global
As part of its drive to bring sustainable operations to the heart of its business, Unilever launched Project Sunlight, an overarching brand story, which emphasises how Unilever’s brands each contribute to positive social and environmental outcomes, whether it is promoting children’s health, women’s confidence or families spending more time together. All this under the heritage umbrella of Sunlight, the company’s soap brand that brought accessible hygiene to the masses in the 19th century.
29
“I want a balanced approach to health and wellness, to have greater control through the choices I can make”
30
Being in control of health and wellness is a growing worry for people, making transparent and tangible solutions increasingly important
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.
60 50
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.
40
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.
0
I feel that I have control over my health % Agree 50
50 41
38
30 20 10
UK
Ireland 2010
2013
31
Drivers
Sub-trends There are three key sub-trends that are evolving the most dynamically
Increasing availability of health information
Proactive prevention Proactively defending the body against future disease and illness through healthier choices
Coping strategies Scientific advances
Growing pressure on healthcare resources
Using or excluding products in a response to modern day ailments
Naturally good Searching for the best from nature to improve health
Finding balance Increasing life expectancy
Looking for emotional and mental balance via nutrition and lifestyle
Image control
Rising prevalence of lifestyle diseases
Managing weight and external appearance
Good start Ensuring children get the best start in life
32
SUB TRENDS
33
HOW IS THE SUB-TREND EVOLVING? Proactive prevention
Proactively defending the body against future disease and illness through healthier choices As people seek control of their long-term wellbeing they look for preventative solutions to safeguard their health. However, the diversity of options and conflicting information on health benefits is becoming increasingly overwhelming, calling for more tangible benefits and concrete wellbeing support.
From More sophisticated solutions offering targeted health benefits
Alzheimer's drink prevents memory loss through nutrients, US
Towards More tangible and concrete benefits that make proactive prevention easier
Vitamin pouches tailored to personal needs and lifestyle, reducing the complexity of choosing the best health solution 34
SUB-TREND: Proactive prevention Proactively defending the body against future disease and illness through healthier choices Personalised vitamins, UK
Thrive Vitamins in the U.K. creates personal 28-day vitamin plans and sends daily pouches to customers. These personal plans are based on information completed in an individual survey, giving each consumer the vitamin combination that best suits his/her health and lifestyle needs, while taking away the difficulty of making the healthiest choices from the individual.
Simplifying fitness information, Global
Fitbit is a self-monitoring device that measures various metrics of activity and fitness (activity, calories, sleeping patterns, nutrition). It allows users to set their own goals and gives them ongoing support and information about what they need to do to achieve their fitness goals. Instead of overloading people with complex information, the device focuses on milestones, taking people on a step-bystep fitness journey.
35
HOW IS THE SUB-TREND EVOLVING? Naturally good
Searching for the best from nature to improve health Natural continues to hold strong appeal and remains a shortcut for healthy. Natural is increasingly associated with lower processing, as consumers demand more transparency about ingredients in everyday items and their impact on their health.
From
Towards
Brands harness powerful natural ingredients and diets of the past for use in their products
Natural ingredients with transparency and limited processing
Seaweed sprinkles naturally packed with a essential vitamins and minerals, US
Cold-pressed gluten and dairy free snackbars with simple list of raw ingredients, UK 36
SUB-TREND: Naturally good Searching for the best from nature to improve health Transparent and unprocessed snacking, UK
Feed your skin naturally, Ireland
Nakd bars are raising the benchmark of healthy snacking. Many health bars in reality contain sugary syrups, additives and undergo high degrees of processing. Nakd bars address the growing consumer awareness healthy ingredients and simply cold press a handful of raw and clearly-communicated ingredients into tasty, low-calorie, dairy-,and gluten-free snacks.
Bia Beauty is an Irish cosmetic brand based on all natural food ingredients. The products contain nut and seed oils, fruits, cocoa butter, avocado butter as well as herbs, spices, some of which are grown in the producer’s garden. All emulsifiers and preservatives in the products are vegetable based, addressing the growing consumer concern with chemical ingredients.
37
HOW IS THE SUB-TREND EVOLVING? Coping strategies
Using or excluding products in a response to modern day ailments People sensitive to allergies and intolerances are no longer the preserve of those who are unable to consume standard products. Dairy-, and gluten-free have hit the mainstream and are no longer limited to essentials (pasta, bread etc.) or premium offerings but are extending to a broadening variety of product choices.
From
Towards
Gluten free becomes a lifestyle choice and more premium and artisan brands routinely offer these products
Free-from propositions hit the mainstream and extend to a broad range of products
Tailor-made food to help you cope with your environment, Japan
Gluten-free beer, highlights that brands are innovating free-from products in a wide range of categories, UK 38
SUB-TREND: Coping strategies Using or excluding products in a response to modern day ailments Gluten-free beer, UK
St Peter’s Beer targets hundreds of thousands of people in the UK who are affected by coeliac disease. St Peter’s brews a G-Free and Dark G-Free beer and created a gluten free beer that would just as tasty as one of their normal wheat or barley based equivalents.
Nobody is left out pizzeria, Ireland
An increasing number of restaurants now include free-from alternatives on their menus. Pizzerias used to be a nogo zone for people with gluten-free diets. Base pizzeria in Dublin now offers gluten-free options so that nobody is left out.
39
“I like to pursue better value, to help maintain my lifestyle and to get the most from the money I have”
41 40
As the economy settles, consumer focus is shifting from surviving, to making the most of their budgets As economic outlook starts to brighten consumers now feel that the worst years of the recession are over. However, with sluggish wage growth and rising food prices; squeezed budgets remain a reality for many and savvy shopping behaviours are set to be further embedded in the coming years. Consumers will continue to look for increasingly smart tools to help them get better deals but also to navigate the rising complexity of digital information available to them about products and prices.
80 70 60 50 40 30 20 10 0
“I am very/fairly worried about keeping up with the cost of living” % Agree
49
54 42
42
39
UK
Consumers understand that budgeted living is here to stay, however their focus is increasingly shifting from keeping up to thriving in their new economic reality. This means that products and services that give them access to special and premium experiences for lower prices -allowing respite from conscious spending- will gain growing appreciation.
2011
42
Ireland 2013
2012
“It is extremely/very important to get the best price on everything” % Agree 80 70
65
71
75
73 66
71
60 50 40 30 20
10 0 UK 2011
2012
Ireland 42 2013 41
Drivers
Sub-trends There are two key sub-trends that are evolving the most dynamically and one new sub-trend is emerging
Proliferation of new media and telecommunications technology and devices Increasing availability of information
Counselled consumption The rise of specialist advisers and peer reviews for all consumption matters
Expert status Growth in pursuit of knowledge and discernment for identity and status
The sharing economy Continuing economic uncertainty
The growing tools to build on networks for better deals
Exclusive choices The demand for exclusivity and rarity
Growing market competition and choice Tangible benefits Focusing on proof of real tangible benefits and established quality
Redefining value The deepening desire for good value beyond price alone 42
SUB-TRENDS
44 43
HOW IS THE SUB-TREND EVOLVING? Counselled consumption The rise of solutions that simplify counselled decision making about the best deal Digital devices have become increasingly embedded in the purchase process, which is both empowering and overwhelming for consumers. People will be looking for solutions that simplify the richness of information they can access and guide each purchase decision.
From Real time information and advice for a broader range of consumption decisions
Real time ethical shopping guidance, US
Towards Simplified information that helps guide purchase decisions Craft beer app makes smart recommendations based on the preferences of the user and their friends, US
45 44
SUB-TREND: Counselled consumption The rise of solutions that simplify counselled decision-making about the best deal
Smart recommendations, USA
Untappd is an app that connects beer lovers with vendors. The app can make smart recommendations based on the user’s taste and those of their friends, making the selection of what the best choice is out of many small and niche brands.
Omnipresent ratings, UK
The Ocado app, which is a very popular and highly efficient way to order your online grocery delivery, now has an equally efficient and useable rating and review system, which allows shoppers to make counselled choices on-the-go of even the most granular shopping items, such as a pack of tomatoes.
46 45
HOW IS THE SUB-TREND EVOLVING? Expert status
Growth in the pursuit of knowledge and discernment for identity and status Expert knowledge about a subject of interest continues to be important to people as it has replaced material markers of accomplishment in a more modest economic environment. Showcasing expertise around food and drink is one area that is gaining growing importance in people’s lives, especially as home entertainment continues to thrive, opening up opportunities for brands to help people achieve their expert status.
From Showcasing expert status or even monetising expertise Independent beauty blogger becomes spokesperson for global brand and launches own line of products, US
Towards Food and drink innovation increasingly helps people showcase expertise Bartender in a pouch helps people entertain with professional quality cocktails, UK
47 46
SUB-TREND: Expert status Growth in pursuit of knowledge and discernment for identity and status
Bartender in a pouch, UK
Foodie Game, Ireland
Funkin, is an example of the rise in products that allow you to create professional quality cocktails in your own home. While time and money constraints may mean that a cocktail making course or wine-tasting is off the menu for many, showcasing expertise with good quality food and drink at home has growing appeal.
Smorgasboard is a new Irish board game, which revolves around the players trying to graduate from a culinary academy and all questions and challenges, test their food knowledge. It is a good example of trend around the growing passion about culinary knowledge and engagement with food and drink in a deeper way.
48 47
HOW IS THE SUB-TREND EVOLVING? The sharing economy The rise of solutions that help people draw on their networks for the best deals The recession has strengthened the value people place on social connections, which has been further supported by the rising importance of social networks. Brands and retailers are tapping into these social behaviours, encouraging people to engage their networks for better deals.
From Individual deal-seekers tapping into peer recommendations handsup.cn aims to hand power over to customers by asking them to recommend products they want to buy, as well as the price tag, China
Towards Solutions that help people get better deals through their networks The more credit you use, the more discounts people in your network get ,UK
49 48
SUB-TREND: The shared economy The rise of solutions that help people draw on their networks for the best deals Networks with reciprocal benefits, UK
Referred discounts, UK
Giff Gaff, is a new mobile platform where people need to invite their friends to become Giff Gaff members. The more credit you use through giff gaff the more discounts people in your network will gain, making mutual support a condition for great deals
The rise in online retailing has also seen the expansion of deals that encourage people to invite others in their networks for discounts and benefits. UK retailers, Waitrose and Ocado now both offer generous discounts to people who can refer peers to shopping on their platforms.
50 49
“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”
51 50
Shifting expectations of brand behaviour and the search for credible anchors of trust, have turned Keeping it Real into a key dynamic for brands 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 localtradition 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.
If an opportunity arises, most businesses will take advantage of the public if they feel they are not likely to be found out % Agree
100 80
81
73
70
69
60 40 20 0
UK 2009 100 80
It is extremely/very important to preserve my family’s traditions % Agree
60 40
Ireland 2013
44
36
49
48
20 0
UK
2012
Ireland 2013
52 51
Drivers
Sub-trends There are three key sub-trends that are evolving the most dynamically Behind the scenes:
Declining trust in governments and big business
Continuing economic uncertainty
Transparency as a mark of quality and trust
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
Increasing availability of information Back to basics: Rising consumer curiosity and desire for transparency
Adopting traditional approaches and skills to meet today’s needs
Craftsmanship: Rising interest in the people and artisan skills behind products
Embracing the seasons: Growing interest in consuming seasonal produce 53 52
SUB TRENDS
54 53
HOW IS THE SUB-TREND EVOLVING? Behind the scenes Transparency as a mark of quality and trust People are putting brands under greater scrutiny and now demand comprehensive transparency from the companies that they buy from. However, consumers also live in a world with rising availability of product and service information competing for their headspace. As a result, transparency stories that are able to immerse and connect, not just factually inform, are becoming increasingly important.
From Transparency tied to real benefits
Nissin food opens noodle museum to showcase its production methods, Japan
Towards Reassurance through immersive and emotional stories
Immersive traceability app, Australia
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SUB-TREND: Behind the scenes Transparency as a mark of quality and trust Track my Macca, Australia
McDonald’s Australia’s ‘Track My Macca’ app uses visually engaging GPS technology, allowing consumers to find out with their phone information about the farmer who grew the key ingredients of the exact meal they are having. Although the app gives precise information about the farmers, it does so through immersive and personalised storytelling rather than simply providing facts consumers don’t always engage with.
Trust through personal connection, UK
Cook is a high-end frozen ready meal company, which displays the name of the chef who prepared each meal on its packaging. This simple gesture and the very high quality of the food give the brand the feeling of being prepared by a friendly relative, rather than a faceless company. The powerful brand story of trust and transparency helps to build resilience in a category that has had many trust challenges in the recent past. 56 55
HOW IS THE SUB-TREND EVOLVING? Celebrating tradition Taking the best of tradition and heritage to meet modern tastes The growing interest and confidence in what national or local traditions have to offer, is driving increased consumer excitement about products and services that until the recent past would not have been deemed aspirational or considered of lower quality than global alternatives. Formerly overlooked traditions are becoming increasingly hip and a way for brands to build genuine connections with people.
From
Towards
Reviving traditional products and processes for discerning and leading edge audiences
Stretching the exploration of tradition and reinventing overlooked and formerly unfashionable traditions
Morro Fi bar revives the tradition of the pre-dinner vermouth, Spain
Reinventing the value of culinary traditions that have fallen out of fashion, Ireland 57 56
SUB-TREND: Celebrating tradition Taking the best of tradition and heritage to meet modern tastes Reinventing overlooked traditions, Ireland
Super Miss Sue is a new restaurant in Dublin that serves basic Irish seafood classics in a contemporary gin bar environment. It is part of the trend of more fish restaurants and stores opening up in Ireland, offering cheaper fish like skate, ray and mackerel – fish that are widely available off the Irish coast and inexpensive but previously deemed unfashionable.
Re-evaluating historical traditions, UK
East India Tea Company has refreshed its brand, engaging customers in rich brand stories about the company’s 400 years of history. While in the past there would have been a degree of discomfort about some aspects of the company’s history, the brand has been able revive its heritage of pioneering and exploration, bringing the best of East and West to consumers.
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HOW IS THE SUB-TREND EVOLVING? Passion for place Growing interest in origin as a mark of quality and authenticity Consumers continue to explore the unique properties of foods from different regions, however, brands are also increasingly celebrating specific locations of production in themselves. The rising status of artisanal production and start-up culture are leading to specific locations of production, gaining a growing role in enriching brand stories.
From Importance of certified status and origin ensuring unique and distinctive qualities in products
Piacentinu Ennese cheese is 1000th product to receive EU DOP protection for unique origin and attributes, Italy
Towards Businesses are increasingly enriching their brand identity with highly specific locations
Neighbourhood brewery scene, UK
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SUB-TREND: Passion for place Growing interest in origin as a mark of quality and authenticity Neighbourhood brewing, UK
Reviving urban whiskey brewing, Ireland
Local neighbourhoods are gaining increasing presence in the branding of London’s vibrant and growing local brewery scene. Recent start-ups, such as The Hackney Brewery, or the especially successful Camden Town Brewery carry their edgy urban manufacturing locations with pride, as they bring back production to areas that industry had long left.
The Dublin Whiskey Company has decided to revive Dublin’s old distiller district, as local manufacturing becomes increasingly fashionable again. 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.
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Growing the success of Irish food & horticulture