Trends at the intersection of Food and Wellbeing

1. FeelGoodFood
Trends and Business
Opportunities at the
crossroads between
Feeling Good and
Food
Terja Kuuri-Riutta, Esa Wrang &
Ines Seidel
Finpro, May 2008

2. Feel Good Food - Ingredients
1. Goal + Methodology
2. Food Trends
3. Discussion
© Finpro ry /2

3. Methodology: From Signals to Opportunities
Signal Pattern/Trend Analysis light – Ad
collection Recognition hoc-Opportunities and
illustrative samples
Bazaar Culture
Compassion Food
Done by Finpro Done by Foresight Deeper Analysis
Network with help & Industry Team can be a next step
of sharing platform © Finpro ry /3

4. Feel Good Food - Ingredients
1. Goal + Methodology
2. Food Trends
3. Discussion
© Finpro ry /4

5. Food Experience relates to 4 major consumer concerns
© Finpro ry Word clouds created with wordle / 5

6. Fresh Traditions Successful Retro cereal
packaging by General Mills
celebrated as “providing comfort
kitchen art” (BrandWeek, Mar
2009)
As the economic situation increases
uncertainty and fear, traditional values
and activities bring back stability and
assurance – especially in relation to food!
Opportunities
• Value proposition: durable, heritage,
authentic, solid, traditional, natural,
saving, family, home
• Enable traditions : e.g. how-to guides for
…a café that combines eating
food preservation; traditional recipes, out with knitting
„grow-your-own soup“ kits,…
• Marketing: Retro packaging; partnering
with nostalgic brands
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7. Get to know farmers of your Iglo
frozen spinach on the web
Local Experience (Germany)
This trend is a result of both the desire to In the Canadian
experience something special (and not bestseller The 100-
Mile-Diet (2007) a
something franchised) with the desire to enjoy couple narrates how
food in a sustainable (& affordable) way: The they ate only food
“100-Mile-Diet” or “underground” restaurants in from their own region
unusual places are typical manifestations. for one year
Opportunities
• Be proud of the local: Regional recipes in
modern outfit, unusual local catering venues,
seasonal food, seasonal traditions
• Local Sourcing made public: regionally Pop-Up Restaurant in a Redwodd
branded food, enable bonding with local Tree (New Zealand)
producer
• Exporting Local Experience - especially as
travelling to the real location is out ofFinpro ry
©
reach /7

8. Bazaar Culture
The financial crisis destroyed the belief in a Covent Garden Real Food Market
reliable value of money. Price comparison or (UK)– has become so popular since
its launch in 2007 that this year it's
price negotation become routine. Buying on a running for four months rather than
farmer’s market and dining with friends at the usual one month
home are serious competition to food
retail/catering.
Opportunities
• Play the Bazaar Game: street markets, pop-up
stores and restaurants, home selling, auctions
(also in B2B), partnering directy with producers
• Pricing: Enable flexible pricing, price
comparison; Alternatives to money?
• Differentiate from the Bazaar: with added
value/experience (see other trends)
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9. Compassion Food
The downturn means not only smaller
budgets but also mental pressure for many "We're giving 5 dollars-off
people. Food providers and restaurants can coupons and every now and then
emotionally bond with their consumers by a buy one get one" – Highland
Grill owner, U.S. (Feb 2009)
showing some compassion.
Opportunities
• Show Compassion: Free extras (e.g.
during special times), compassion
marketing , compassion as a core value
• Offering: comfort food, rustic food
• Enable compassion: allow consumers to
help others e.g. by partnering with charity,
donating part of sales for social cause
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10. Convenience 2.0
Modern technology is used to make grocery
shopping, cooking and eating out more
convenient and more fun for consumers who are
increasingly used to “living digitally”.
Opportunities
• Use digital media e.g. for being found, Tool for alerting costumers
getting rated, announce special when their table is ready
occasions, make food tracking
transparent…
• Monitor social media to learn what
consumers talk about (about you!) and
engage with them
Screenshot from McRib Locator,
a crowdsourcing project initiated
© Finpro ry
by a McRib enthusiast. / 10

11. Status Experience Dark Restaurants – Dining
blindfolded can be enjoyed for
instance in Beijing, Moscow, London,
New York, Prague,…
In a post-consumerist society, status is no
longer derived from owning things but from
experiencing something special. Food
Experience can be as exclusive as dining in
a dark restaurant – but even customizing a
burger can be a value adding experience!
Opportunities
• Offering: enable customization, Almond Pudding in Manga Fan Shop (Japan)
personalization, exclusivity, limited
offers
• Marketing: Focus on sensual appeal
of food, experience of eating or
preparing food
• Cooperation: unusual partnerships
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12. Safe to Eat
Consumers are worried about healthy eating –
and information overload is only making it more
complicated to eat the right thing. Food
scandals around the world as well as the costs
of food-related diseases have increased
regulation (and will continue to do so).
Opportunities
• Be ahead of the regulation: Fulful coming
regulation criteria already today
• Build trust: transparent food tracking for Enter barcode number on website and
consumers, open communication with find out where, when and by whom the
jam was made
consumers, easy to comprehend
labels/certificates
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13. Health Enhancement
Being (or at least appearing) young,
sportive and healthy adds to a person’s
self-esteem – in private life as well as in
working life. Food that boosts fitness or
prevents diseases perfectly fits this lifestyle.
Opportunities
• Help to stay fit: functional food, „brain
food“, anti-age-food, food for
athletes,…
• Marketing: Awareness for
health/fitness can be used in
marketing
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14. Sustainable Food
Both health concerns and a growing sense of
responsibility for the environment and the
wellbeing of others have an impact on what
people prefer to eat. Consumers are
increasingly sensitive of sustainable production
and logistics. Nevertheless: Organic food can
still be stylish and convenient!
Opportunities
• Eco experience: organic food, slow
food, local food, eco-friendly packaging
• Know your partners: malpractice can
Häagen Dasz supports Honey Bee
ruin reputation Protection with a campaign (e.g. about bee-
• Be active: Save resources, support friendly gardening), a share of sales funds
research of sustainable pollination…
communities - and speak about it (screenshot)
© Finpro ry / 14

15. Feel Good Food - Ingredients
1. Goal + Methodology
2. Food Trends
3. Discussion
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16. Summary: Main trends on the list of consumers
Which ones should be investigated more?
•Fresh Traditions
•Local Experience
•Bazaar Culture
•Compassion Food
•Convenience 2.0
•Status Experience
•Safe to Eat
•Health Enhancement
•Sustainable Food
Picture notepad courtesy of ilco © Finpro ry
/ 16

17. Thank-you!
Finpro
Life Sciences & Foresight
www.finpro.fi
© Finpro ry / 17