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Nourish Network 2023 Trend Report.pptx
- 1. Nourish Network 2023 Trend Report
- 2. Acknowledgement • Information in this PowerPoint was prepared using the Nourish Network 2023 Trend Report. This is intended to be a summary of information relevant for small scale food processors. • Click here to read the full report.
- 3. The Rise of Reducatarianism • A diet blending animal and vegetable proteins results in a more affordable household food budget and planetary budget. • Consumers are naturally becoming less carnivorous due to climate change and animal welfare concerns, but they are not willing to compromise on taste. • The novelty factor of faux meats spurred trial, but now that the honeymoon period is over, consumers are demanding the same clean labels they’ve been demanding in other categories. Reducatarianism is about reducing meat intake rather than cutting it out
- 4. Good Eats, Better Sleeps • According to McKinsey US research, “better sleep is the next-highest priority for consumers after better health,” • Poor sleep (quality and quantity) alters appetite hormones and is linked to food cravings and a higher intake of calories. Unfortunately, it also affects how we metabolize fat, creating a vicious circle. • This is a huge addressable market and underserved need state that could use some product positioning and innovation. Do you have a product that is a natural sleep aid you could market to the sleep deprived? Can you develop new products or snacks that help consumers drift off to dreamland? Win this space, and you’ll see some serious brand loyalty.
- 5. Women in Food • Women are not just scaled-down men; a recent focus on women’s health, with a 9x increase in published research papers between 2010 and 2020, promises to unlock more opportunities for food manufacturers. • Current food products personalized for women include PMS teas, cookies that promote lactation, and superfood protein powder aimed at targeting menopause symptoms. • Do you have a product rich in nutrients that could already support females’ unique needs if marketed right? Can you offer meals and beverages tailored for women to support them as they move through these different life stages? • Considering females are more than half of the market, should retailers offer specific sections with gender-targeted products, like some health stores’ current practices?
- 6. Food Without Borders • Although supply chains are moving away from globalization, social media encourages globalization behaviour • social channels spread recipes at a pace never seen before, and apps like Instagram and TikTok allow users to cook with people around the world • The “phygital” world is where physical and digital intersect. Are you leveraging the power of social and using the right channels for your target? • Shopping and ordering will soon be embedded in everything, from social to IRL experiences. Where can you participate in this trend? What will be the role of your brick-and-mortar operation? Most importantly, are you ready for this evolution in the consumer journey?
- 7. AI in the Kitchen • Based on demographic modelling, labour shortages will be a long-term issue that needs to be solved due to an aging population and declining fertility rates. Automation may be part of the solution. • In restaurants, robotics allows for not only perfectly prepared plates but can also bridge to more personalization of order. • The tech is already in play. Now, can you provide a bridge between consumer wearables and their desire for personalized diets? How will you incorporate robotics into your business to increase efficiencies while preserving the “hospitality hug” customers expect?
- 8. Breaking the Supply Chain – Local Production • Local food has grown in importance with consumers, who see it as a sign of quality and evidence that you’re supporting your community • It will take outside-the-box thinking to solve the food security crisis • Looking to labs for solutions, land-poor Singapore and Israel are leaders in food sovereignty due to necessity. Both lead efforts in cell-based agriculture and food-tech innovation. In fact, in December 2020, Singapore became the first country to approve the sale of cell-based chicken. • While you may assume consumers know your product is grown here, that might not be the case. Are you taking enough credit for or creating enough pride in locally grown and produced food?
- 9. Self-Contained Food Systems • Reducing food loss and waste will become a bigger focus, and garbage will be repurposed and upcycled into an asset. • In an era of water scarcity, water use will be optimized with nothing going down the drain. Agriculture already uses strategies to conserve water, with new methods coming online. • Many experts say we don’t have a food production issue; we have a food distribution issue. The EPA estimates that one-third of the US food supply goes uneaten. • In a high-inflation environment, consumers will be even more fixated on reducing food waste. Our great- grandparents lived in a closed-loop system, eating with the seasons helped by a cold cellar and naturally recycling everything from twine to glass milk bottles. While we don’t want to go backwards in terms of our standard of living, we will need to reduce our carbon footprint. • Own and share your journey! It’s about progress, not perfection. Consumers need to see your commitment to change and your end goal and understand the steps you are taking.
- 10. Ag Innovation • Farmers are adopting innovative approaches for better economic and environmental outcomes; these practices include focusing on soil health, reduced tillage, planting cover crops, and participation in carbon sequestration programs. • Consumers are increasingly seeking insight into their food choices; one such callout on packaging that has seen growth is labelling for food grown using regenerative farming/ agriculture. • An increased focus on how our food is produced continues its growth in importance to your customers. Whether it be underscoring a product’s sustainability specifications, educating the consumer on beneficial technology used in producing their food, or using product specs to market to a niche segment, what opportunities are there for you to better understand and market the “how” in your product?
- 11. Food Sustainability • The future of eco-conscious agriculture in Canada is cooperative • The key to a sustainable Canadian agri-food sector lies in the combination of technology, personal responsibility, and government focus designed to help farmers meet the food requirements of a growing planet. • What existing partnerships can you leverage in your sustainability journey? And, thinking even broader, are there other potential partners across the wider food ecosystem with whom you should be forming alliances? Are you effectively communicating the positive things you’re already doing to all your partners along the food chain, including your end consumers?