“I am looking for products and
brands that are real and authentic,
because they have stood the test of
time and remained true to their
heritage; they provide me with
comfort and reassurance”
“I am looking for products and brands that are real and
authentic, because they have stood the test of time and
remained true to their heritage; they provide me with
comfort and reassurance”
As the recession continues, people are looking to the past for stability
and reassurance. Uncertainty and harshening times have created a
heightened need for brands and products that are trustworthy, open
and honest.
A more traditional and down to earth form of authenticity has
emerged. The tried and tested are becoming more essential anchor
points for people, comfort comes from products that have continuity
with the past and that have stood the test of time. Old ways offer the
real experience and a means to a simpler and more self-sufficient
lifestyle.
The changing shape of the trend as the recession
continues
COPING
with the pressures of
change
Keeping It Real
From an opportunity to
explore and embrace
tradition and heritage to a
way to cope and find
stability and comfort in
uncertain times
Financial anxiety causes consumers to place
greater emphasis on coping strategies and
solutions
The Real Thing
LESS INTENSE
EMBRACING
the opportunities of
change
MORE INTENSE
Consumers feel less inclined to embrace new
opportunities, particularly if they carry a
premium
The past offers us something real and more simple,
free from the superficial excesses of today
I wish more brands would bring back
versions of products they offered years ago
% Agree
70
62
61
60
55
61
54
“People are turning to
traditional dishes, what
is known and familiar”.
Gillian Carter, Editor BBC
Good Food Magazine
50
40
30
20
According to research from Mintel 2009
there was a 4% increase in the sales of
Artic Rolls last year and a 5% rise is
predicted in the coming year.
10
0
Ireland
GB
Rest of EU
Source: Global MONITOR 2009
USA
BRIC
A deepening connection with our food offers both the „real‟
experience and a means to be more self-sufficient
Latest research commissioned by home
insurer LV also revealed that for every UK
allotment plot there are 30 people waiting
to get their hands on one – providing
evidence of our recession-fuelled
enthusiasm for homegrown produce and
the desire of many city dwellers to
embrace "the good life" by getting back to
the land.
Source: Independent June 2009
A patch of the South Lawn at White
House has been turned into a
vegetable garden, the first at the
White House since Eleanor Roosevelt‟s
victory garden in World War II.
Source: New York Times March 2009
Our appreciation of artisan skills has deepened and
there is a desire to re-learn what the past taught us
Important in determining how you feel:
Learning new things
% Top3 Box
Importance
100
90
80
70
73
69
62
67
70
60
“Convenience food
manufacturers will
need to adjust to the
fact that people are reskilling and learning
home economic skills.”
Ethan Sinick, MD MVI
Management Ventures
50
40
30
20
10
0
Ireland
GB
Rest of EU
Source: Global MONITOR 2009
USA
BRIC
Sainsbury‟s
offers us help
in making the
most of our
leftovers with
10 things to
do with…
Drivers
Loss of trust in big business
Sub-trends
Back to basics:
Going back to the way life used to be
Celebrating tradition:
Resurgence of respect for tradition and heritage
Declining disposal income
Craftsmanship:
Rising interest in the people and artisan skills
behind products
Behind the scenes:
Rising globalisation
Transparency as a mark of quality and trust
Passion for place:
Growing interest in where things come from as
a mark of quality and authenticity
Rising consumer curiosity and
desire for transparency
Reframing tradition and
heritage:
A modern take on the past
Key takeaways
• Authenticity has taken on a more back to basics feel; returning to
more traditional ways of doing things resonates more and more
strongly with people looking for simplicity and reassurance in a
complicated and changing world.
• Doing things yourself has become a key way to re-connect with the
past as well as offering ways to manage tight finances and make
the most of the things people already have.
• The person, place and story behind the product are providing
effective sign posts for the quality of produce and are helping to
remove risk and simplify choices for people.
• The emphasis on „place‟ has a more homely feel as people look to
local produce from suppliers they know and trust. Exploring the
authentic choices offered by other cultures has been put on hold
for while.
SUB-TRENDS
SUB-TREND:
Back to basics
Going back to the way life used to be
As a response to the pressures of modern life, many consumers feel nostalgia for the past.
Consumers are going back to basics, rediscovering traditional, more frugal and simple ways
of doing things.
HOW IS THE SUB-TREND EVOLVING?
Cook hand
make old food
recipes for the
freezer, GB
THEN
Elsa’s biscuits
remind us of
tastes long
forgotten, UK
The revival of traditional recipes and
approaches
Recipease is Jamie’s
Oliver’s new food and
kitchen shop where
anyone can learn to
cook and make great
food, GB
Grandmothers’ Day - a
day dedicated to
remembering and
recording lost skills, and
wisdom of previous
generations, Ireland
My Farm offers home
self-sufficiency
through outsourced
vegetable growing in
the garden, US
NOW
A „do-it-yourself‟ approach and a desire
for the practical wisdom of the past
SUB-TREND:
Back to basics
Going back to the way life used to be
Reconnecting with
growing through urban
farming, USA
Grandmothers’ Day
teaches children
traditional skills, Ireland
Reviving cooking skill, GB
My Farm grows vegetables in
backyard gardens in San
Fransisco using organic practices.
People can donate their land and
take a share of the crop. The
urban farm increases local food
production, helping to create a
sustainable food system.
Grandmothers‟ Day was started
in April 2009 as a day when
children can come together with
grandmothers for a day in the
kitchen, to learn cookery skills
and recipes, as well as other
traditional skills like crochet and
embroidery that are being lost in
today‟s fast-paced society.
Recipease is billed as „Jamie
Oliver‟s‟ new food and kitchen
shop where anyone can learn
to cook and make great food.‟
The combination of cooking and
retail environments is cleverly
combined.
SUB-TREND:
Celebrating tradition
Resurgence of respect for tradition and heritage
Old favourites have returned and old classics have found new uses in modern lifestyles. The
past and tradition is helping consumers to feel rooted; brands and products that have stood
the test of time are providing reassurance and continuity in times of uncertainty.
HOW IS THE SUB-TREND EVOLVING?
Grandpa’s favourite
beer makes a
return to favour, US
THEN
The baker’s bike
makes a return as a
child carrier, The
Netherlands
Reviving nostalgic images
of Bohemia Beer, Brazil
The return of old favourites and new uses for old
classics
Persil
Celebrating
100 years of
helping
mums, GB
M&S celebrated its 125
year anniversary with
the Penny Bazaar,
where consumers could
pick up products for
just 1p, GB
NOW
Celebrating brands‟ products that have stood the test
of time to offer a sense of stability and continuity
SUB-TREND:
Celebrating tradition
Resurgence of respect for tradition and heritage
M&S marks 125 year
anniversary, GB
Persil washing powder
reaches 100yrs, GB
Hovis’s place in British
history, GB
M&S celebrated its roots,
heritage and longevity by
celebrating its 125 year
anniversary for its consumers
with a nostalgic „penny bazaar‟
that offered products at just a
penny each.
Persil celebrated its 100 year
anniversary in 2009 with
extensive press coverage and
archive photos and films of its
advertising through the
decades.
To celebrate over 100 years of
providing bread to the UK,
Hovis have released an iconic
122 second long advert that
charts its place alongside the
defining moments of British
cultural history over the past
century.
SUB-TREND:
Craftsmanship
Rising interest in the people and artisan skills behind products
Mass-production has lead to loss of traditional skills and created a more impersonal
relationship with companies and brands. People are increasingly interested in the story of
how things are made and who by; the stories of the artisan traditions behind the brand are
capturing people's interest.
HOW IS THE SUB-TREND EVOLVING?
Jack Daniels celebrates
its enduring
craftsmanship through
the ages, US
THEN
The Yorkshire
Soup Company
make a hero of
the producer,
GB
Making a hero of the everyday artisan and
displaying their skills
PARKs supermarket put
the chefs’ skills on
display to show the
quality of their ready
meals, Japan
Purity Brewing allows
consumers to email
specific staff with
their thoughts and
questions, GB
Golden Hook allows
you to choose the
knitwear design and
the granny to knit it,
France
NOW
Direct access to the company‟s experts
and choosing your own craftsman
SUB-TREND:
Craftsmanship
Rising interest in the people and artisan skills behind products
Contact the people behind
the product, GB
Choose a grandma to knit
your custom headgear,
France
See your beer maker,
Japan
Purity Brewing is a specialist ale
brewer in Warwickshire.
Consumers can see pictures of the
employees at the company on its
website, and can click on the
pictures to email specific staff
with their thoughts and enquiries.
Golden Hook have an army of
knitting grandmas at the
disposal of their customers. On
visiting the site, purchasers
first choose a design and then
choose who will knit it. The
product is delivered when the
chosen grandma has
completed it.
Asahi beer‟s website lets
consumers track exactly who
made their beer by typing in a
number on the bottom of the
can
SUB-TREND:
Behind the scenes
Transparency as a mark of quality and trust
People have been calling for and expecting transparency from companies for some time, and
the current economic climate has only heightened people‟s desire to understand the processes
that lie behind the facade. Often the rich stories that emerge from „behind the scenes‟ are
both fascinating and provide reassurance of true quality.
HOW IS THE SUB-TREND EVOLVING?
Innocent drinks
clearly display the
ingredients, GB
THEN
The website for
Magners Irish Cider
takes users through
the production
process, Ireland
Ingredient disclosure and production
processes on display
To emphasise the quality
of the tea leaves used
for Asahi’s range of
Japanese teas, they
displayed them in the
chiller cabinets in small
sachets, Japan
Dole Organic bananas
through their farm
codes show fully
transparent sourcing,
GB
Via webcams,
consumers can watch
the vegetables grow on
the Harrods Allotment in
real time, GB
NOW
Full disclosure and real time transparency
SUB-TREND:
Behind the scenes
Transparencyas
asaa mark
mark of
trust
Transparency
ofquality
qualityand
and
trust
Watch your vegetables
grow, GB
See the farm from which it
is sourced, US
Watch your drink as it’s
made, Japan
The Harrods Allotment grows
vegetables and delivers them to
consumers. Via webcams,
consumers can watch the
vegetables grow in real time on the
Harrods‟ rooftop garden. This aims
to show the vegetables‟ freshness
as well as to inspire confidence in
the production methods and
processes.
Stickers on Dole bananas
contain a „Farm Code‟ that when
typed into their website, lets the
consumer visit the country,
specific farm and workers who
produce the product.
This vending machine plays a
„live video‟ of the inside of the
machine as it makes each drink
from scratch, reassuring the
consumer that the drink is as
fresh as it can be.
SUB-TREND:
Passion for place
Growing interest in where things come from as a mark of quality and authenticity
Making clear where things come from has become a stronger marker for true quality and
authenticity. Often the best can only be sourced in a single location or where the local climate
creates a unique taste and experience that cannot be found anywhere else. Limited supplies
mean that people need to be clever in order to secure their share of the best on offer.
HOW IS THE SUB-TREND EVOLVING?
The EU Protected
Designation of
Origin system,
Europe
THEN
Origin 99.9% is a
restaurant and food
shop dedicated to
promoting locally
produced food, Spain
Locally sourced, local flavours and marks
of authentic origin
Malt’s 4 variants
are brewed in
different locations
using different
source waters,
Japan
Urban Rustic in
New York store
sells food and dry
goods produced
less than 100
miles away, US
Nudo allow you to
adopt an olive tree in
Italy and secure your
year’s supply, GB
NOW
Sourced from „down the road‟ and owning a
stake in the source
SUB-TREND:
Passion for place
Growing interest in where things come from as a mark of quality and authenticity
Locally produced food,
USA
Adopt an olive tree, GB
London honey from
Fortnum & Mason, UK
The Urban Rustic store in
Williamsburg, New York, sources
all of its food locally and
sustainably. Its mission is for the
store to be a place where
producer and consumer can
come together, giving consumers
a sense of connection with the
food and drink products they
buy.
Nudo‟s olive tree adoption
service gives consumers the
chance to own a specific tree, all
of whose produce they will
receive for a year. It gives
consumers a personal
connection with their olive oil
and the place it‟s produced.
Iconic London store Fortnum &
Mason houses bee hives on the
roof of their building to produce
local London honey for residents
and tourists.
SUB-TREND:
Reframing tradition and heritage
A modern take on the past
Products that provide a modern take on tradition are increasingly attractive to consumers
looking for the reassurance that a brand with a good history provides, while also wanting
modern day performance standards. Successful „updates‟ manage to stay true to their original
personality and heritage, yet also adapt to modern day lifestyles.
both fascinating andHOW
provideIS
reassurance
of true quality. EVOLVING?
THE SUB-TREND
The new Mini has
appealed to stalwart
Mini fans as well as
new buyers who
simply love the
design and modern
performance, Global
THEN
The retro Skype
phone looks just like
a telephone ear
piece from the
1970s but has
modern day
functionality, Global
Retro fun and modern versions with classic
values
Poladroid offers an
online application that
enables digital
photographers to
recreate the saturated
feel and trademark
white frame of the
original Polaroid photo,
US
Coca-Cola has
developed its own
version of Kvas – a
Russian drink made
from fermented
bread which was
called 'the Coke of
Communism‘, Russia
Wispa has returned by
popular demand. The
2008 version has a new
wrapper but is essentially
the same as the 2003
version, GB
NOW
The classic repackaged and the past back
by popular demand
SUB-TREND:
Reframing tradition and heritage
A modern take on the past
Wispa makes a
comeback, GB
Due to the weight of public
opinion on social networking sites
such as Facebook and Bebo that
called for the revival of Wispa, the
80s chocolate bar has now been
re-instated on shop shelves with
an updated wrapper.
Traditional Russian
alternative to cola,
Russia
Kvas is a traditional Russian
drink, supped by peasants since
the Middle Ages, that is
produced and sold by Coca-Cola
in Russia as a patriotic
alternative to cola.
Classic watch
reinvented, China
This watch design from the
1970s – 1980s has been
reinvented by contemporary
design studio Jellymon with
graphics from local designers,
which has made it the „it‟ watch
for local fashion enthusiasts.
COUNTRY RELEVANCE
COUNTRY RELEVANCE
How the trend is playing out in Ireland and GB
A strongly aspirational trend in both markets, the recession has accelerated and widened the
impact of the trend. „Back to basis‟ is a common theme as a means to find something more
„real‟ and a means to be more frugal and manage tight budgets.
Ireland:
GB:
• This trend has traditionally been more of a
way of life i.e. more of an intrinsic
connection between family life, good food,
good living, community and farming. It is
a short step back in time here.
• For many the connection with the past has
been lost for some time. There is a greater
challenge to re-learn the connection, but a
sense that this is needed as an investment
in the next generation.
• More of an affinity with naturally
wholesome foodstuffs and a belief that
they have a high intrinsic nutritional value
e.g. dairy.
• Less of an instinctive connection with the
land and the British agricultural
community. Consumers are less convinced
about the inherent value of buying British.
• The origin of food is strongly connected to
supporting local Irish farmers; it is both
about the best quality but also a
resurgence of national pride and
protectionism.
• Local and independent are increasingly
important aspects, as consumers seek
transparency and simple authenticity.
COUNTRY RELEVANCE
How the trend is playing out in Ireland and GB
Ireland:
GB:
Back to basics:
Back to basics:
Going back to the way life used to be
Going back to the way life used to be
Celebrating tradition:
Celebrating tradition:
Resurgence of respect for tradition
and heritage
Resurgence of respect for tradition
and heritage
Craftsmanship:
Craftsmanship:
Rising interest in the people and
artisan skills behind products
Rising interest in the people and
artisan skills behind products
Behind the scenes:
Behind the scenes:
Transparency as a mark of quality
and trust
Transparency as a mark of quality
and trust
Passion for place:
Passion for place:
Growing interest in where things come
from as a mark of quality and authenticity
Growing interest in where things come
from as a mark of quality and authenticity
Reframing tradition & heritage:
A modern take on the past
Strength in 2009:
Reframing tradition & heritage:
A modern take on the past
Cooling
Still warm
Heating up
BEYOND THE RECESSION
BEYOND THE RECESSION
What might the next 2-5 years bring?
• New forms of growing your own
emerge meaning that local and
seasonal become greater features of
life:
– The growth in more collective forms of
„locally grown‟ emerge to make food
more affordable and change the use of
common land.
– The home becomes more of a „farm‟
house where experts help people find
the right solution for the spaces they
have available to them.
• Consumers may look to secure their
supply by sponsoring or seeking
ownership of the authentic source.
• Innovative methods of producing
emerge, allowing consumers to
practice traditional techniques and
stay closer to the original and natural
produce.
SHARING LAND
Hugh Fearnley-Whittingstall is
championing the sharing of land for crop
growth.
TAKING A SHARE
Le Verdure Del Mio Orto lets
anyone build an organic garden
on their farm. Land sufficient for
1–2 people costs EUR 850 per
year and up to 40 different types
of vegetables can be chosen.
RE-LEARNING SKILLS
The Beehaus is designed to enable
consumers to keep their own honey
bees in their garden or on their rooftop,
ensuring that the final product is as
natural and un-tampered with as
possible.
POINTS TO PONDER
POINTS TO PONDER
Navigating the challenges
of today
•
•
•
Can you help people rediscover or learn the
practical wisdom of the past? Can you help
people be more self-sufficient and get the
most from your products?
What parts of your tradition and heritage can
you leverage to maintain a strong connection
with your consumers and highlight your
quality? Can the artisan skills of your workers
be used to highlight the quality of your
products?
How strong are your local connections? Can
local sourcing be more of a point of difference
or a sign of quality ingredients?
Planning for the
longer term
•
What traditional skills can you help preserve
for future generations? Are there certain skills
you could become closely associated with?
•
Can you make your production processes
more transparent? Can people visit your
factory and see how products are made or
can people view the process through
webcams?
•
Can people play a greater role in the
production of the products i.e. help at
harvesting time or other parts of the
production process? Can people have a
greater stake in the company by sponsoring
the source of production e.g. the tree, field or
livestock?
•
Could people be suppliers of local raw
ingredients as well as being your consumers?
•
Are there traditional products and flavours
that you could revive? What would be the
modern version of these?