“I need to balance the stresses in
my everyday life with experiences
that are fun and fulfilling”
“I need to balance the stresses in my everyday life with
experiences that are fun and fulfilling”
As people lead ever busier and more stressful lives, they increasingly
look for solutions that provide an antidote to the pressures of modern
living. Free time continues to be a precious commodity that needs to be
used wisely. As the financial crisis continues, people are seeking
strategies that change the focus of life back to them and help them to
feel better about the world, reigniting their positive outlook on life.
Whilst people are still seeking to enrich their lives with experiences that
excite, push the boundaries and stimulate their senses, the tone has
shifted more toward the need for respite, distraction and a little fun in
life. Experiences are still highly valued but must easily fit into daily life
and, more crucially, be low cost.
The recession has shifted the focus of the trend
towards being more about coping
COPING
with the pressures of
change
From limitless
enthusiasm for
new experiences
no matter what
the cost to a more
considered
approach of
looking for
moments of fun,
novelty and respite
in everyday life
Financial anxiety causes consumers to place
greater emphasis on coping strategies and
solutions
Making the most
of life
TO
Living life to
the full
LESS INTENSE
EMBRACING
the opportunities of
change
MORE INTENSE
Consumers feel less inclined to embrace new
opportunities, particularly if they carry a
premium
There is less money for indulgent experiences
Remy-Cointreau has
reported a 7.5% fall in
turnover in the second
quarter of 2009,
reflecting the fall in
global champagne sales
which have dipped from
€22.5m to €13.6m,
representing the most
significant fall within its
product base.
Source: spirits.drinksbusiness-review.com
“Food is ultimately
a cheap treat, we can
therefore maintain our
investment in indulgent
food more easily”.
Alice Pegg , Head of Food
Innovation, Leatherhead Food
International
Hermes, Tiffany and online fashion
emporium Net-a-Porter have all
reported a sharp increase in
requests for unmarked white bags in
place of the signature branded
packaging associated with their
products.
Source: guardian.co.uk
But people still need a way to release pressure and
bring some fun back into life
Importance in your personal life today:
Having Fun
2008
% agree
90
80
77
82
2009
80
75
72
80
68
70
67
68
60
60
50
40
30
20
10
0
Ireland
GB
Rest of EU
Source: Global MONITOR 2009
USA
BRIC
Flash Mobs have become a
free and fun way to bring a
little laughter back into life.
The eighth annual „No Pants‟
ride had 1,200 participants
in New York and well over
1,000 more in 21 other
cities across the globe.
Source: improveverywhere.com
Food continues to be a great outlet for creativity,
exploration, and play
Publisher H
Bauer‟s new
magazine, Eat
In, capitalises
on the
growing UK
obsession with
home cooking
and
exploration.
Source:
mediaweek.co.uk
Importance in your personal life today:
Expressing your creative side
2008
% agree
30
27
25
23
21
20
15
“We are eating in
more and wanting to
re-create the
restaurant
experience at home”.
Gillian Carter , Editor ,
BBC Good Food
Magazine
2009
20
18
15
21
17
15
13
10
5
0
Ireland
GB
Rest of EU
Source: Global MONITOR 2009
USA
BRIC
Drivers
Growing knowledge of the
world’s opportunities
Sub-trends
Time to play:
Growing importance of play and spontaneity in
daily life
New boundaries:
Changing working patterns
Experimenting with new combinations or finding
new horizons
Co-creation:
The enjoyment and fun of being part of the
creative process
Increasing life expectancy
Stimulating the senses:
More excitement and sensorial experiences from
the small things in life
Economic anxieties
Me moments:
Indulgent experiences that help to lift the spirits
Key takeaways
• A more considered approach to experience and fun has emerged.
Making the Most of Life remains a strong theme despite the
economic crisis.
• People are looking to fit fun and adventure into their daily routines.
Big adventures and costly experiences have been put on hold due
to financial constraints.
• Unexpected, unusual and small experiences in life are even more
valued in the pessimistic context of today‟s world. They help to lift
the spirits and keep a sense of balance in life.
• The recession has given permission for us to be more selfindulgent; to put ourselves or the ones we care about first for just
a moment.
SUB-TRENDS
SUB-TREND:
Time to play
Growing importance of play and spontaneity in daily life
In response to the pressures of modern life, people are increasingly keen to have time to
enjoy themselves. Due to the current economic crisis people are looking for low-cost ways to
make light of current times and bring a bit of fun into life.
HOW IS THE SUB-TREND EVOLVING?
Ice climbing in
your lunch
break, GB
THEN
Virtual racing
games on your
mobile phone, GB
Clothes swapping
parties - the
participants swap an
item of clothing with
the person dancing
next to them, GB
Easily accessed moments of excitement and
play through technology
The game’s
objective is to
guess the types
of wine, The
Netherlands
Absolut Vodka
installed a number of
cash machines in
Berlin which gave out
free money during
happy hour, Germany
NOW
A more low-tech and low cost approach, and a
desire for more spontaneous surprises
SUB-TREND:
Time to play
Growing importance of play and spontaneity in daily life
Clothes swapping
parties, GB
Wine board game, The
Netherlands
Free cash at ATMs,
Germany
Favela Chic's popular Swap-arama Razzmatazz night is a
monthly clothes-swapping party.
The participants swap an item of
clothing with the person dancing
next to them whenever they hear
a klaxon sound.
The Tasting Game comprises four
small (0.375 litre) bottles of red
wine in a carton that folds out to
create a board. Four blank
stickers are included to hide the
bottles' labels. The game‟s
objective is to guess the types of
wine - Merlot, Cabernet
Sauvignon, Pinot Noir and
Shiraz.
Absolut Vodka installed a
number of cash machines in
Berlin which gave out free
money during happy hour. In
total, 12,000 Euros were given
away for free. The campaign
drew long queues and hype
from media and word of mouth.
SUB-TREND:
New boundaries
Experimenting with new combinations or finding new horizons
People continue to seek a breadth and depth of experience in their lives, actively
experimenting and pushing the boundaries. New flavours, fusions and food experiences are
becoming an easy and cheap way to explore from the comfort of our own homes.
HOW IS THE SUB-TREND EVOLVING?
Exotic fusions of
flavours and
tastes, GB
THEN
Intrepid Travel, aims
to open people up to
‘new worlds’ and the
lives of real people, GB
Real eggs, which look like
ordinary boiled eggs, but
when cracked open contain
egg pudding, Japan
New fusions and the pursuit of the ultimate
adventure or real experience
Le Whif is a new
product that lets
users inhale
chocolate instead
of eating it,
France
Miracle Fruit is an African
palate-altering berry that,
once consumed, changes
perceptions of bitter and
sour tastes into
sweetness for several
hours, US
NOW
More extreme experiences often enjoyed from
the comfort of our own home
SUB-TREND:
New boundaries
Experimenting with new combinations or finding new horizons
Taste-altering berries, US
Inhaling chocolate,
France
Pudding eggs, Japan
Miracle Fruit is an African palatealtering berry that, once
consumed, changes perceptions
of bitter and sour tastes into
sweetness for several hours.
Flavour Tripping is an ongoing
series of secret food-tasting
parties that offers people an
opportunity to taste familiar food
in a novel way.
Le Whif is a new product that
lets users inhale chocolate
instead of eating it. Harvard
professor David Edwards, lead
inventor of Le Whif, says: "Over
the centuries we've been eating
smaller and smaller quantities at
shorter and shorter intervals. It
seemed to us that eating was
tending toward breathing, we've
helped move eating habits to
their logical conclusion. We call it
whiffing."
These are real eggs, which look
like ordinary boiled eggs, but
when cracked open contain egg
pudding. The company is coy
about the actual production
process, stating only that it
involves new technology and that
only 100 of these special “pudding
eggs” can be made a day.
SUB-TREND:
Co-creation
The enjoyment and fun of being part of the creative process
There has been a shift from brands that offer people products to personalise to a more twoway relationship between brand and consumer. An open dialogue offers people greater scope
to shape the product and provides an outlet for their creativity.
HOW IS THE SUB-TREND EVOLVING?
Create your own
shoe design,
Global
THEN
Customise your
M&M’s and print
your own message
or image, US
Users choose the mix of
grapes and specify the
time spent in the
barrique to create their
own wine, Italy
A pick and mix approach to customisation
Walkers’ Do Us A Flavour
campaign led to six new
flavours hitting the shelves.
The general public voted for
a winner that will become a
permanent part of the range,
GB
Asahi test new
versions of
alcoholic drinks
with afficionados
before mass
release, Japan
NOW
More open dialogue, personal involvement and
democracy around a product‟s creation
SUB-TREND:
Co-creation
The enjoyment and fun of being part of the creative process
Voting for a new flavour,
GB
From tourist to producer,
Italy
Testing new versions of
alcoholic drinks, Japan
Walkers launched its Do Us A
Flavour campaign in July 2008,
challenging members of the
public to think up a unique
flavour of crisp. Votes cast on the
Walkers website decided which
flavour stayed permanently on
sale, and the creator won
£50,000. 1% of profits from all
future sales will also be handed
to the winner.
Wine producers 'Tenuta
Valdipiatta' (near Siena in
Tuscany) allow customers to
personalise their wine (their
catchphrase is 'From tourist to
producer'). Users choose the mix
of grapes and specify the time
spent in the barrique. When it is
ready, customers are given
bottles of their own wine.
Asahi Shochu lab has been
created for the „beta-testing‟ of
shochus. It asks members to
register online and fill out
questionnaires and comment on
the quality of new shochus. Those
that receive the best consumer
response will be added to Asahi's
line of shochus.
SUB-TREND:
Stimulating the senses
More excitement and sensorial experiences from the small things in life
Products are being enhanced to stimulate all five senses – touch, taste, smell, sight and
sound. High design and more sensorial surprises are becoming more common features that
enhance the mundane and the everyday.
HOW IS THE SUB-TREND EVOLVING?
Dining in the
dark, GB,
France, US
and Australia
THEN
Drinks where
the flavour is
a surprise,
Singapore
Novel ways of surprising the senses
Luxury teas in
magnificent pyramidal
silk tea bags, US
The pack for
Doritos ‘Incognita’
crisps doesn’t
disclose the
flavour, Mexico
High design mixed
with functional
packaging offer an
enhanced experience,
US
NOW
High design offers a greater sensory experience and
function, secret formulations gain appeal
SUB-TREND:
Stimulating the senses
More excitement and sensorial experiences from the small things in life
Luxury tea bags, US
Doritos Incognita, Mexico
High design in packaging,
US
Teadforte, the vision of renowned
American designer Peter Hewitt,
provides luxury teas in
magnificent pyramidal silk tea
bags. The collection of teas
comes with custom-designed
accessories to create your very
own tea ceremony and transform
a simple cup of tea into an
elegant sensory moment.
Hugely popular when released,
this limited edition Doritos line
didn‟t disclose the flavour. Even
after its limited run, Doritos
never revealed what the flavour
or ingredients were, leaving
Incognita to remain a mystery.
Wild Bunch & Co produces a range
of healthy juices including
vegetable juices, encased in
striking packaging. The bottles
are smooth and ergonomic, and
look decorative on the table.
SUB-TREND:
Me moments
Indulgent experiences that help to lift the spirits
People look for ways to counterbalance the pressures of daily life and ultimately lift their
spirits. Creating a special moment for yourself and the people you care about is becoming a
common goal and the home is the place to do it cheaply.
HOW IS THE SUB-TREND EVOLVING?
A moment of
indulgence
with Dovebar,
US
THEN
McVitie's Moments
biscuits campaign was
all about taking a
moment out in the day
to indulge yourself, GB
A more personal forms of indulgence
‘Go Home Gorgeous’
offers a variety of inroom spa services for
new mothers in
hospital, US
Cupcake delivered to
your home for an
indulgence your can
share, GB
A popcorn that helps
bring the feeling of
being in a movie
theater to the home,
Brazil
NOW
An opportunity to share and make more of
moments at home
SUB-TREND:
Me moments
Indulgent experiences that help to lift the spirits
Cupcakes; better than
flowers, GB
A spa treatment in
hospital, US
The cinema experience at
home, Brazil
Indulging London's sweet tooth,
Fru Fru specializes in delivering
homemade cupcakes. As Fru Fru
says: "We all love to be sent
beautiful bouquets of flowers,
but just occasionally it would be
great to send and receive
something a bit different that
can be shared."
Aiming to transform the hospital
stay into one of relaxation and
rejuvenation, Go Home Gorgeous
offers a variety of in-room spa
services for new mothers
designed to help them go home
from the hospital feeling better
than they did when they arrived.
Gentle massage, aromatherapy
and soothing music are used to
transform the hospital room into
what the company calls a "SpaSpital" experience.
Blue Ville popcorn wants to bring
the feeling of being in a movie
theater to the home. While the
popcorn is made in the
microwave, the box opens and
consumers have popcorn as they
would do in the movies, in a big
and stylish box made for sharing.
COUNTRY RELEVANCE
COUNTRY RELEVANCE
How the trend is playing out in Ireland and GB
Getting the most out of life remains aspirational in both countries despite the recession.
Experimenting with new food combinations is a common theme, people are able to have fun
within a budget and have an excuse to spend time with people they value.
Ireland:
• Food has become a stronger outlet for fun and
experience in the recession; providing a reason
for connection with family and friends in addition
to having fun with food and cooking.
• Those in urban areas who feel less connected
with their local community seek more personal
experiences.
• In rural areas, stronger ties to food that is
produced locally means that people are less likely
to indulge in more exotic foods, preferring instead
to stick with produce from local farmers.
GB:
• This strongly aspirational trend sees people
pushing the boundaries by exploring new food
combinations from around the world. A lack of
strong ties to local food production means people
are more open to greater experimentation.
• The influence of celebrity and TV chefs
throughout the country continues to encourage
an exploratory attitude to food.
• The foodies see food as a creative outlet and a
means to have fun in everyday life.
COUNTRY RELEVANCE
How the trend is playing out in Ireland and GB
Ireland:
GB:
Time to play:
Time to play:
Growing importance of play and
spontaneity in daily life
Growing importance of play and
spontaneity in daily life
New boundaries:
New boundaries:
Experimenting with new combinations
or finding new horizons
Experimenting with new combinations
or finding new horizons
Co-creation:
Co-creation:
The enjoyment and fun of being part
of the creative process
The enjoyment and fun of being part
of the creative process
Stimulating the senses:
Stimulating the senses:
More excitement and sensorial experiences
from the small things in life
More excitement and sensorial experiences
from the small things in life
Me moments:
Me moments:
Indulgent experiences that help to
lift the spirits
Strength in 2009:
Indulgent experiences that help to
lift the spirits
Cooling
Still warm
Heating up
BEYOND THE RECESSION
BEYOND THE RECESSION
What might the next 2-5 years bring?
•
•
•
The recession may have awakened people
to the fact that many of life‟s great
experiences are often free and the ones
we have not really planned. Events which
provide spontaneity in life, and where the
fun comes from being „in the know‟ are
likely to resonate with more cash
strapped people.
The recession has also reminded people
that the home can be a great place to
connect with the people that matter in life
and a cost effective place to have fun; a
behaviour that is likely to last beyond the
downturn.
Eating out may have to offer more than
just the usual restaurant experience.
–
–
The informality and cheapness of eating out
in underground restaurants may grow.
People may focus on cuisine that they find
hard to create in their own home.
MORE SPONTENIETY
A couple are given a surprise
wedding reception outside the
Office of the City Clerk in NY.
Music, food, drink and guests
were all provided. Flash mobs
have reached new levels of
ambition!
A FOCUS ON THE HOME
Kellogg‟s launched a competition
where families were invited to
submit photos of themselves baking
something with Kellogg‟s cereals.
The winning families were chosen
as those who appeared to be having
the most fun.
EATING OUT EXPERIENCES
In the US, they call them supper clubs;
in GB they are underground restaurants;
in Cuba, paladares. They are a cross
between a restaurant and a dinner party
- like a restaurant, in the sense that you
pay; like a dinner party, in the sense
that you are in someone's house.
POINTS TO PONDER
POINTS TO PONDER
Navigating the challenges
of today
•
How can you communicate the way in which
your products can bring a sense of fun or play
to people‟s everyday lives? What promotions
would be relevant for your brands?
•
Can you offer a more cost effective
experience versus a more expensive choice
i.e. cava versus Champagne, eating in versus
eating out?
•
How can you encourage consumers to play a
greater role in creating your products? Can
they submit their own recipes or vote on
suggestions? Are there recession busting
recipes that people can create with your
products?
•
Can your products help to provide a respite
from the stresses of life? What kind of ways
can they offer people a moment of
indulgence?
Planning for the
longer term
•
How can you create a richer experience
through using your product? What role can
new forms of packaging play? Can high
design of the pack add to the usage
experience?
•
What sorts of new sensory experiences can
you offer to people via your products? Are
there new flavours or combinations that you
could trial?
•
How can you help facilitate greater connection
in the home around meal preparation or
eating? Can you help bring the eating out
experience to people‟s homes when they
entertain guests?