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 info@bordbia.ie
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
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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
55
54
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.
58
57
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
59
58
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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