―I want to stay in control of my
busy life and make sure that I am
at my best for whatever the day
presents‖
“I want to stay in control of my busy life and make sure
that I am at my best for whatever the day presents”
The pace of life remains fast, it is still a challenge for many people to
meet the demands of the many roles and activities in their daily lives. A
need to perform to our best, especially in the workplace, remains.
Economic anxieties have now been added to the challenges of a complex
world and busy day. People are increasingly looking for ways to simplify
their lives; in today‘s world it can be a way to get back in control and
free head space for other issues. Consequently, the desire for
convenience and simplicity remains, but solutions are limited by the
money people have in their pockets.
Whilst life remains fluid and unpredictable, as the economy slows people
are taking advantage of the time it frees. Taking time to unwind is
becoming more of a possibility and something people feel they have
permission to do.
The changing shape of the trend as the recession
continues
COPING
with the pressures of
change
Fluid lives
Life on-the-go
Financial anxiety causes consumers to place
greater emphasis on coping strategies and
solutions
LESS INTENSE
From an
opportunity to
fit more in and
cut down on
life‘s chores, to
restoring
control and
taking time out
EMBRACING
the opportunities of
change
MORE INTENSE
Consumers feel less inclined to embrace new
opportunities, particularly if they carry a
premium
Whilst lives remain busy and time in short supply, the pace of
life has eased a little as the economy has slowed…
My life is so busy these days that it is a constant
challenge to manage my time effectively
2008
% agree
2009
60
50
52
50
45
52
46
Source: www.parliament.uk 2009
42
37
40
38
41
38
30
20
10
0
Ireland
GB
Consumers now take
an average of just 13
minutes to prepare a
meal at home, down
significantly from the
1983 average of an
hour.
Rest of EU
Source: Global MONITOR 2009
USA
BRIC
Convenience is no longer king. Where money can be
saved, people have found a practical solution…
According to the Italian farmers‘ union
Coldiretti, making pizza at home is three
times less expensive than eating it out. In
Italy, this has led to an increase in sales
of dough for home pizza baking, as people
try to cut down expenses on eating out
and convenience foods.
Frozen meals gained a 6% value
growth in the UK in 2008, as
consumers look for cheaper
alternatives that allow them to
maintain convenience.
Source: TNS World Panel 2009
Time out to re-charge energy levels is increasingly important in
the countries hit hardest by the recession.
Importance in your personal life today:
Schedule down time or "me" time
% agree
2008
80
70
70
67
64
2009
73
71
63
71
69
64
56
60
50
40
30
20
10
0
Ireland
GB
Rest of EU
Source: Global MONITOR 2009
USA
BRIC
A recent study
concluded that day
time naps produce
significant advantages
for brain
concentration. A short
afternoon catnap of 20
minutes will be enough
to boost alertness,
mood and motor skills.
Source: www.guardian.co.uk
Key takeaways
• Convenience is still highly valued. However, where the convenience
offer is more of a luxury it has often been forgone. Convenience
has to offer a real benefit to demand a premium in today‘s world.
People have found their own practical, time efficient and cost
saving solutions.
• Packaging and pack design is working harder to make life simpler
for people; taking the hassle out of navigating the category and
using the product or offering more portable solutions for people onthe-go.
• Modern technology is taking convenience to new levels; people do
not just want to know a product is there, but that it is at its
freshest or best.
• Slowing down with the slow down seems to be just as resonant a
theme as boosting energy was to keep up with the boom.
Unwinding is offering a richer emotional and product territory in
the recession.
Drivers
Rise of new media and
communication technologies
Sub-trends
Simple solutions
Removing complexity or saving time
Conveniently there
Providing ever improved convenience
Changing working patterns
Always with you
Carrying with you what you need
Increasing mobility
Peak performance
Maximising your physical and mental
performance during the day
Economic anxieties
Winding down
Slowing down and escaping to recharge the
body and mind
SUB-TRENDS
SUB-TREND:
Simple solutions
Removing complexity or saving time
The desire for simpler solutions remains strong amongst people who increasingly struggle to
fit everything into their day. Solutions that reduce complexity and save time are preferred,
however people are less willing to pay a premium in today‘s economic climate.
HOW IS THE SUB-TREND EVOLVING?
The simple crepe
mix – just add
milk, France
THEN
Zone Chef’s inhome meal
preparation service
offers low-hassle
weight loss, US
Wine That Loves
claims to take the
guesswork out of
food and wine
pairing, US
Outsourcing tasks and paying to save time
Binboa vodka comes in a
box that acts as the ice
bucket and shot glass
holder, Turkey
Campbell’s provide
the base for a
quick and cheap
soup, Russia
NOW
A more practical sense of simplicity and a desire for
greater function from everyday design
SUB-TREND:
Simple solutions
Removing complexity or saving time
Wine That Loves, US
Wine That Loves claims to take
the guesswork out of food and
wine pairing. Each wine is
specifically suited to one dish.
The packaging has bright and
cheerful pictures of which foods
the wine goes best with.
Varieties include 'Wine That
Loves Roasted Chicken' and
'Wine That Loves Pizza‘.
Functional packaging,
Turkey
Binboa vodka, already known in
Turkey for its distinctive bottle,
now comes in a box that can be
used as an ice bucket and shot
glass holder.
Soup base, Russia
In the recession many Russians
have reverted to making their own
soup. Campbell‘s is seeking to
offer a practical halfway solution
through its ‗Home Classics‘ range –
inexpensive packets of ingredients
containing the foundation for good
soup which consumers can make
at home by adding stock, water
and whatever other ingredients
they like.
SUB-TREND:
Conveniently there
Providing ever improved convenience
As lives are increasingly mobile, people look for products and services that they can access
when and where they need them most. Expectations continue to grow around the products
and services people can access throughout their day and on their daily path.
HOW IS THE SUB-TREND EVOLVING?
Mobile cappuccino
stand that follows
the commuter,
Netherlands
THEN
Pizza vending
machine produces
fresh pizza in less
than 3 minutes, US
New forms of retail ensure products can be
found on our daily paths
Pop-up retailers
become more
engaging shopping
environments, GB
Vending takes
a ‘fresh’
approach with
fresh produce,
Japan
Track the Coolhaus
ice cream van on
Twitter so you know
when it is in your
neighbourhood, US
NOW
Pop-up stores, ‗fresh‘ vending and Twitter give
greater convenience
SUB-TREND:
Conveniently there
Providing ever improved convenience
Pop-up stores, GB
Fresh veg vending, Japan
Tracking via Twitter, US
KiosKiosk is an initiative backed
by the London Sustainable
Development Commission,
working to promote creative
independent shops. The first—an
eyecatching design by Geraldine
and Wayne Hemingway—will be
set up outside London‘s City Hall
all summer, with plans to roll out
the concept in other parts of the
city and country.
Fresh vegetable vending
machines on the street offer the
ultimate convenience without
sacrificing quality of produce.
Few supermarkets are open
24/7 and many convenience
stores (which are 24/7) don‘t
sell fresh produce.
There's a new truck roaming the
streets of LA—just in time for
summer—and it's being followed
by legions of devotees who track
its whereabouts via Twitter.
Coolhaus sells handmade ice
cream sandwiches from a pink
and chrome converted postal
jeep, featuring local and organic
ingredients whenever possible.
SUB-TREND:
Always with you
Carrying with you what you need
Products that are portable and fit easily into pockets and bags continue to be of growing
value to people on-the-go. Thanks to innovative packaging there is an increasing range of
‗carry with you‘ solutions.
HOW IS THE SUB-TREND EVOLVING?
Tooth cleaning kit
for on-the-go
use, US
THEN
Go-GURT is the perfect
snack for on-the-go
kids since it doesn’t
require a spoon, GB
Niche products for distinct usage moments
Miniature face
wipe packs
provide greater
portability,
Mexico
Fully balanced
breakfast liquidised
to eat on-the-go,
Australia
Shot of brandy to
spice up an after
dinner coffee, Spain
NOW
Portable products for everyday needs that can be
resealed if needed
SUB-TREND:
Always with you
Carrying with you what you need
Mini face wipe, Mexico
On-the-go breakfast
packs, Australia
Spice up your coffee
with brandy spray, Spain
In Mexico, the high levels of air
pollution in the cities means
that people need to freshen up.
The mini face wipe provides
consumers with the means of
quickly freshening up on-thego.
Up & Go is a portable and
nutritious breakfast that can be
carried with you and fits easily
into a pocket. Each carton
contains the equivalent amount
of protein, energy and fibre as
two Weetabix and milk.
In Spain it is common to
upgrade coffee with a shot of
brandy. Following this tradition,
Torres has developed a new way
to spice up coffee using a
convenient spray format to make
sure that the quantity added can
be easily controlled. Small
bottles of different brandy types
are available including a 5-yearold and 10-year-old brandy.
SUB-TREND:
Peak performance
Maximising your physical and mental performance during the day
In an increasingly pressurised world, it is critical to deliver your best at all times. People keen
to prove their value are seeking ways to enhance and maximise their performance
throughout the day.
HOW IS THE SUB-TREND EVOLVING?
Red Bull helps
to give us
wings, Global
THEN
Sustained energy
from high GI foods
like porridge, GB
Snacks with the
equivalent of
caffeine from two
cups of coffee,
Japan
Energy boosting becomes a common benefit
and new types of energy emerge
Recharge in your
lunch break with an
intravenous energy
drip, Japan
Gatorade offers specific
energy benefits targeted
to different times of day
and energy needs, US
NOW
More targeted types of energy and diagnostics that
help select the right solutions
SUB-TREND:
Peak performance
Maximising your physical and mental performance throughout the day
Executive energy, Japan
Targeted energy needs,
US
Nutrient drip clinic,
Japan
Frito Lay has created two
caffeine-loaded corn puff
snacks: Caramel Macchiatto
(pictured here) and Green Tea
Latte. Each bag contains around
150 mg of caffeine (around two
cups of coffee).
Gatorade AM™ is now called
Shine On™. Developed with
morning flavours, the beverage
helps morning exercisers to
‗Shine On‘ during their workouts.
Other variants target specific
energy needs.
The Tenteki clinic in Tokyo offers
its customers quick fixes of
nutrients delivered via a drip,
designed to boost energy and
provide lunch-time pick-me-ups
in the most direct and
convenient format.
SUB-TREND:
Winding down
Slowing down and escaping to recharge the body and mind
Consumers are increasingly in need of time out for themselves. As the stresses of today‘s
world deepen, taking time for yourself has become more of a necessity to keep a sense of
balance in life. There are opportunities for brands that support consumers in their quest to
slow down and unwind.
HOW IS THE SUB-TREND EVOLVING?
Dove’s ‘bathtime’
stories campaign is
celebrating the
indulgence of taking
time over bathing, US
THEN
No Stress Cafes offer a
glass of red wine and a
massage, France
Finding a moment to relax and unwind
Cats Livin‘ is an
animal therapy
centre in Tokyo. For
$8, individuals can
play with a cat as if
it was their own pet,
Japan
Drinks to slow you
down, Canada
Sleep concerts with
unlimited ice cream
and pillows, Japan
NOW
New techniques and active ingredients to help us
slow down
SUB-TREND:
Winding down
Slowing down and escaping to recharge the body and mind
Animal therapy, Japan
Sleep concert, Japan
A beverage to slow you
down, Canada
Relaxation is a huge industry,
worth about $30 billion a year in
Japan. Cats Livin‗ is an animal
therapy centre in Tokyo. For $8,
individuals can enter a model
house full of cats. It is an ideal
place for those who crave
relaxing interaction with a pet
but cannot keep one in the city.
One hundred couples in Tokyo
were invited to a private concert,
where there were lavish beds
and unlimited Haagen-Dazs ice
cream to watch a classical
concert in maximum comfort.
Slow Cow drink is described as
acupuncture in a can. The
beverage contains L-Theanine
which increases cerebral levels of
dopamine, the neurotransmitter
responsible for pleasure and
reward.
COUNTRY RELEVANCE
COUNTRY RELEVANCE
How the trend is playing out in Ireland and GB
The trend is well entrenched in both Ireland and GB, with consumers struggling to make the
best of the time available to them. The recession has provided a reason to step back for
some, allowing time to reflect and re-evaluate the pace of life.
Ireland:
• In urban areas of Ireland the rising pace of life
has been more acutely felt. However, food
continues to be one area were people are more
willing to take time over meal preparation as the
connection with food is stronger (when compared
to GB). Sourcing good food is still seen as time
well spent for many!
• Convenience that is not core to the product‘s offer
has happily been forgone in favour of better
prices. The need to spend time to being more
resourceful and making the most of what you
have has been a strategy that has been more
easily adopted in Ireland.
• Peak performance and the related need to wind
down is felt particularly strongly by people in
urban areas.
GB:
• For the majority of people in GB time still feels
more pressured than in Ireland. There are signs
that the recession is providing an excuse to push
back against the ever increasing pace of life.
More people are spending time preparing food,
however saving money has been the primary
reason to forgo convenience. Convenience is still
desired but not at a higher price.
• Food preparation for the more engaged foodies
now plays a more critical role by providing a
valued way to wind down at the end of the day.
Cooking at home is a welcome distraction from
the events of the world.
COUNTRY RELEVANCE
How the trend is playing out in Ireland and GB
Ireland:
GB:
Simple solutions
Simple solutions
Removing complexity or saving time
Removing complexity or saving time
Conveniently there
Conveniently there
Providing ever improved convenience
Providing ever improved convenience
Always with you
Always with you
Carrying with you what you need
Carrying with you what you need
Peak performance
Peak performance
Maximising your physical and mental
performance during the day
Maximising your physical and mental
performance during the day
Winding down
Winding down
Slowing down and escaping to recharge
the body and mind
Strength in 2009:
Slowing down and escaping to recharge
the body and mind
Cooling
Still warm
Heating up
BEYOND THE RECESSION
BEYOND THE RECESSION
What might the next 2-5 years bring?
•
•
The desire for greater convenience
will re-emerge as more prosperous
times return. However, people will
have a better sense of what they
can do for themselves quickly and
cost effectively. A new form of
convenience may emerge where
people will be prepared to do some
of the work themselves.
Consumers will want high quality
produce available when they need it,
accessed with a minimum amount of
effort. Existing technology will play a
greater role in saving time:
– Highlighting when temporary stores
are in place i.e. the farmers‘ market
– Notifying people when fresh produce
is available
•
Packaging will continue to evolve to
support a life spent more on-the-go
and help navigate choice quickly.
PRACTICAL CONVENIENCE
Campbell‘s have created a soup
base in Russia where the traditions
of soup making are strong. People
can add whatever fresh ingredients
or leftovers they have to make a
quick and tasty soup.
JUST ARRIVED
The Albion bakery in London
uses Twitter to send its
customers notification of when
bread is fresh out of the oven
and ready for sale.
MORE FUNCTION FROM PACKAGING
A small tab on the back of the
bottle can easily be removed by a
guest at a party or diners at a
restaurant who want to
remember the name of the nice
wine they had at 'that thing we
went to'.
POINTS TO PONDER
POINTS TO PONDER
Navigating the challenges
of today
•
•
How can your products offer convenience but
help people to be resourceful in saving
money? How can your products provide a
base for a quick meal or can the leftovers be
used in other recipes?
How can your products help people unwind or
take time out? What types of experiences
could you offer through retail environments?
Planning for the
longer term
•
How do you ensure that your products are
accessible on people‘s daily paths? How can
you let people know when you have arrived or
the produce is fresh for them to collect?
•
What formats can you provide that create
portability and on-the-go usage? How can you
keep products fresh during the day i.e. resealable packs?
•
How can you help people better manage their
energy needs during the day? What types of
energy do your products provide and how can
you target more specific energy moments
during the day e.g. morning wake up,
afternoon pick up etc.?