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Trends
- 1. Consumer Corner Food Trends Terri Dewar Director, Marketing and Communications
- 2. Generational Identities Traditionalists –consists of two different cohorts • 1922 - 1945 • 64 – 87 years old Baby Boomers • 1946 - 1964 • 45 – 63 years old Gen Xers • 1965 - 1980 • 29 – 44 years old Gen Y’s • 1981 – 2000 • 9 – 28 years old
- 3. Food Awareness Levels FoodFanatic - extremely high Food Functionalist - high Food Connectors - moderate Food Pragmatists - basic
- 4. Food Fanatic Macro Trend: •Emotion • Sensory • Sight • Sound – Experimentation – Thrill
- 5. Food Fanatic Secondary motivation •Merit badges • Values • Authenticity • Adventure • Expertise • Status • Personalization
- 6. Food Fanatic • Foodand travel • The role food plays is more of an obsession • Experimentation is important • This group includes Boomers • Gen Y will move into this category
- 7. Food Fanatic • Firstadopters • Led the way for Artisan, olive oils, brain tonic, the cage free eggs • Foodies tend to lead the way in other consumers products • Search out food – Restaurants – Markets – Gourmet street food
- 8. Food Fanatic Trends Online– blogs - websites • epicurious.com • vinography.com • cookingwithamy.com • dr.vino.com • foodell.com • tastelive.com • danamccauley.com • orangette.blogspot.com
- 9. Food Fanatic -Other Media • Food Network • Rachael Ray • Barefoot Contessa • Iron Chef • Chef at Large • Cookbooks • Cooking and Travel • Food Movies
- 10. Food Fanatic Trends • Spices such as garlic, ginger and turmeric • Game meats – ethically grown • Yuzu • Bacon • Local over organic • Food pairing • Smaller portions
- 11. Food Fanatic Trends •Gastro Popcorn with flavours like Madras Curry, Black Truffle or Pimenton de la Vera. • Coconut water • Bush mango • Pure, gourmet ingredients
- 12. Food Fanatic Trends •Ethnic Foods – African – Caribbean – Korean – Brazilian – Mexican – Canadian
- 13. Food Fanatic Trends •Regional foods – Florentine – North American • Historical Foods – Foods that have a story • Economy: – Comfort foods – jazz it up – Gourmet Mac & Cheese, Quesadillas • Everything Cooking
- 14. Food Functionalist Macro Trend: • Wellness • Holistic • Balance • Vitality
- 15. Food Functionalist Secondary motivation •Health monitor • Self medicates - cause and effect • Beauty • Weight • Antiaging • Kosher, Halal • Gluten free
- 16. Food Functionalist • Performance • Superfoods • Functional • Exercise • Organic • Yoga • Diet
- 17. Food Functionalist • Traditionalists •Could include: – Boomers – Gen X Moms – Various demographics
- 18. Food Functionalist Trends •Online – Culinary medicine – chefmd.com • Articles, books • Media • Newspapers • Health practitioners • Health clubs
- 19. Food Functionalist Trends •Functional – Omega – Prebiotics & Probiotics – Catechin – found in green tea • Anti-inflammatory Diets – diet trend that promotes the inclusion of brightly coloured, high antioxidant foods (such as cherries and pomegranates), spices (such as turmeric and ginger) and fish oils to help limit the amount of inflammation in our bodies
- 20. Food Functionalist Trends •Black garlic • Bonito Flakes – News in the Journal of Science details a study that found that the use of dried bonito flakes (both arabushi and karebushi) can improve the palatability of low- sodium
- 21. Food Functionalist Trends •Alternative Chips, made from beets, sweet potatoes and cassava • Crispy Vegetable Snacks made from green beans, soybeans and chickpeas
- 22. Food Functionalist Trends •Low/No will soar • Specific health concerns – Heart health – Cancer • Whole grains in beverages
- 23. Food Connector Macro Trend: •Social Values and Goals • Empowerment • Discovery • Understanding • Wisdom • Spirituality
- 24. Food Connector Secondary motivation: •Cultural expression • Fellowship • Community • Self expression • Indulgence • Happiness – Joie de vivre
- 25. Food Connector • Usefood to build community or change the world • Make a point through food
- 26. Food Connector • Varietyof demographics • Boomers – As long as I can find what I want • Gen X – Keep it real attitude about food
- 27. Food Connector Trends • Find the Farmer • Real Food Challenge programs • Local food movement • 100/ 200/500 Mile Diet
- 28. Food Connector Trends •LOHAS – Lifestyle of health and sustainability • Farmers Markets • CO-Ops • Green Consumer – ‘Light’ and ‘Dark’ Green
- 29. Food Connector Trends •Less interested in big advertising • Interested in the ‘back story’ – story behind the product/producer – This consumer is a Cause consumer – Bring fair trade home!
- 30. Food Connector Trends •Environmental Eating: re-usable bottles and filtering • Locally Grown/Farmers Markets • Tracking food miles • Seasonal Sensations • Gluten-Free • Natural Ingredients: skipping high fructose corn syrup and opting for natural products
- 31. Food Pragmatist Macro Trend •Thrift • Value • Convenience • Access • Practical • Time
- 32. Food Pragmatist • Dollars and ‘sense’ • Ready, set, go • Time • Food could be a chore
- 33. Food Pragmatist • Lackof secondary motivations for this group • QSR • Not buying on brand image – Walmart & Costco & $1 – Mac & cheese – Private label
- 34. Food Pragmatist • Value shoppers • Could include Gen X • Families • Students • Middle / low income • Solo apartment dwellers • Elderly
- 35. Food Pragmatist Trends •Live to eat • Nuisance meals – Breakfast and Lunch returning to the home • Quantity vs. Quality • Private label • RTE – Grocery is biggest competition to fast food – not restaurants
- 36. Trend Predictions • Flavourand Freshness • Ethnic flavours – Regional • Health and wellness – Superfruits, antioxidants, omega-3, fatty acids • Local and ethical – Sustainable – Organic • Value
- 37. Trend Predictions • Foodrepresents different things to different people • Clearly understand the consumer behaviours and what motivates them • Adapt to change • Innovate • Guerrilla Marketing
- 38. Tell me whatyou eat and I’ll tell you who you are. Jean Brillat-Savarin ‘French Gastronomic’ 1825
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