CONSUMER
TRENDS 2015
AUSTRALIA AND
NEW ZEALAND
CONTENTS
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Healthy Appetite
What’s happening in 2015?
Why consumers will buy into this
Where next?
Get Smart
What’s happening in 2015?
Why consumers will buy into this
Where next?
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06
15
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Fight For Your Rights
What’s happening in 2015?
Why consumers will buy into this
Where next?
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E@sy Street
What’s happening in 2015?
Why consumers will buy into this
Where next?
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Healthy Appetite
Fight For Your Rights
Get Smart
E@sy Street
HEALTHY
APPETITE
People are increasingly seeking out
superfoods free from chemicals
and additives, as well as locally and
seasonally sourced products.
WHAT’S HAPPENING
IN 2015?
In 2014, we saw health becoming increasingly important
in ANZ with consumers seeking out new ways to get
healthier – a trend set to become even more important
in 2015. Information and public health campaigns from
governments about the importance of a healthy diet and
exercise regime, along with personalities in mainstream
and social media, is creating sub-groups of people
subscribing to new lifestyles and diets. Paleo, Vegan,
Organic, Raw, Dukin, Atkins diets are all the rage, with
people citing a number of different reasons as their
motivators. Every month or so, there seems to be a
‘superfood’ to end all superfoods, and consumers are
buying them in droves, leading to world shortages of
foods, including kale and quinoa. In 2015, consumers will
increasingly seek out natural options and local, seasonal
produce will only become more popular.
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WHY
CONSUMERS
WILL BUY
INTO THIS
Increased consumer demand for
certain food and drink is leading to
worldwide shortages. Furthermore,
consumers are less trusting of big
business and need to be assured
that they are not being misled about
sourcing or processes. Consumers
will be buying lower quantities of
packaged foods, will demand more
organic produce for a reasonable
price, and will move beyond the
supermarkets and towards farmers’
markets and similar enterprises
if they can’t get what they want.
Reduction of chemicals and
additives is crucial raw food, and
the use of processes such as coldpressed and will be more in demand.
While the intake of fruit and
vegetables in Australia and New
Zealand is still under the daily
recommendation (only 68% of
Kiwis eat at least three servings
of vegetables each day, and in
Australia, just 9% of adults consume
the recommended five servings
of vegetables and two servings of
fruit daily), there is an increasing
awareness about healthy eating.
As many as one in four household
shoppers in Australia say they
are buying more fat, sugar and
preservative-free products than
the previous yea. Australians are
also buying 30% more organic
confectionary and snacks than two
years ago, making the organic sector
one of the top five industries in
Australia. Organic products are more
widely accessible nowadays, with
three in four organic food consumers
reported to be making their purchases
at conventional supermarkets.
Within Australia’s snack bar market,
brands based on wholefood, healthy
options are experiencing more growth
in Australia, with companies including
Carman’s Fine Foods and Nice &
Natural both increasing in popularity
and market share.
The popularity of detoxes and diets
focused on plant-based foods, such
as veganism, are impacting juice
sales. Detoxing, and in particular
juice detoxes, have been increasing
in popularity, off the back of
numerous celebrities who advocate
the fasts as a way to cleanse the
body of impurities. This type of
consumer is very likely to prepare
a considerable portion of their food
and drink in their home, as they want
to be aware of what they are taking
According to Mintel’s GNPD,
all natural product claims have
increased from 4% to 8% over the
last five years, while organic claims
had smaller growth – from 6.1% to
6.4% – most likely a result of more
stringent testing of organic claims by
the peak governing bodies in ANZ.
in, and when they consume products
out of the house, they want them to
be as close as possible to what they
would make at home.
Vegan, raw food diets are becoming
much more mainstream, and
‘wellness warriors’ preaching their
lifestyle choices are gaining more
momentum and notoriety.
Australians like Loni Jane Anthony
and Freelee The Banana Girl,
who gained attention when the
mainstream media caught wind of
their vegan, ‘Raw Til 4’ lifestyles,
have courted controversy around
their choices. Both advocate juicing
and smoothies, eating only raw
foods until 4pm, and no animal
products at all. They also follow the
80:10:10 diet, where 80% of the
calories come from carbohydrates
(mostly fruit and some veggies), 10%
come from healthy fats, and the rest
come from protein.
While the extreme lifestyles have
of course attracted some criticism,
they have also gained support,
which they have capitalised on.
Anthony is releasing an ebook about
her lifestyle and has also teamed up
with Priceline to share smoothie and
juice recipes.
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1
Liddells Lactose
Free Chocolate Milk
While extreme
lifestyles have
attracted criticism,
they have also
gained support,
which they have
capitalised on.
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Nut-free healthy bars are a growing
segment, with nut bans across
schools in Australia. Freedom Foods
claims to ‘genuinely’ process their
foods in a nut-free facility. Freedom
Foods’ nutritional bars, which are
gluten free and nut free are currently
experiencing a high rate of growth.
Over the last few years, there has
been increasing concern over the
impact of sugar on human health,
particularly when it comes to
diabetes and related conditions.
Quitting sugar is the latest popular
fad around the world, and it is
particularly strong in Australia.
I Quit Sugar, written by former
Australian journalist, Sarah Wilson,
has garnered a cult following and
evolved into a popular website
that offers instructions on how to
quit sugar in eight weeks. Pure
White and Deadly by John Yudkin,
first published in 1972, has been
reprinted and is also gaining
momentum, as more consumers
Over the last few
years, there has
been increasing
concern over the
impact of sugar
on human health,
particularly
when it comes
to diabetes and
related conditions.
Quitting sugar is
the latest popular
fad around the
world, and it is
particularly strong
in Australia.
become concerned about their
sugar intake and how to stop it. This
trend is driving increased interest in
natural sweeteners like stevia.
The World Health Organisation
has also proposed slashing the
recommended daily intake of sugar
in half, from 10% of total energy per
day to 5%. Today, as many as one
in five Australians are now on a low
sugar diet.
According to Mintel’s GNPD, low/
no/reduced Sugar claims have also
increased, from 6% in 2009 to 8%
in 2014. In reality, the number of
low-sugar products would be higher,
as products with natural sweetness,
from dates or similar ingredients,
usually make a ‘natural sugar’ claim
as opposed to a low/no/reduced
sugar claim.
More Australians are shopping for
fresh vegetables at farmers’ markets
as the ‘local’ trend grows. Concern
about food wastage also continues
to gain momentum. Wasting food
can often just come down to
aesthetics: a bruised apple, a twisted
carrot, a dented onion. As a result,
Harris Farm Markets is launching
Imperfect Picks, a range of wouldgo-unloved fruit and vegetables that
may not look perfect, but are just
as delicious and nutritious as their
counterparts who made the ‘good
looks’ cut. The good thing is, the
uglies are now available for up to
50% cheaper.
In the last 10 years, the Australian
almond industry has grown from
10,000 tonnes to 78,000 tonnes
in 2013, as paleo and vegan
consumers alike shun dairy and
soy in favour of nut and seed milks.
Almond milk has experienced
growth of 93% and oat milk has
risen by 38%. New grain milks
including quinoa, coconut and
blends of different nuts and seeds
are also increasing in popularity.
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Environmental ethics are also
increasingly important; according
to Mintel’s GNPD, environmentally
friendly packaging has risen from
15% in 2009 to 32% in the year
prior to September 2014, and
environmentally friendly product
claims have increased from 2%
to 7% in the same period. The
percentage of products with vegan
and no animal ingredients claims
have doubled, from 3% in 2009 to
6% in 2014. Conversely, vegetarian
claims have increased at a similar
rate, increasing from 4% to 9% in the
last five years.
options. Snack foods have been
increasing much more rapidly than
snack bars in Australia, but it has
been sporadic. While the value has
grown each year since 2005, these
increases have been anywhere from
AU$26.5 million to AU$85.5 million.
The market is expected to be
worth an estimated AU$1366.9
million in 2018. Within the snack
bar market, the most significant
increases in value have been
experienced by small companies
focused on health and naturalness,
while the larger companies have
suffered drops in value.
Snacking throughout the day
has become the norm for most
consumers, and there is a trend
away from more processed snacks,
with increased popularity for natural
Nice & Natural, with its muesli and
nut bars, has experienced value
increases, taking its share of the
market from 5.3% to 8.1% between
2011 and 2013. Natural, health-
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options or are entirely focused on
paleo options. Supporters of the
Paleo lifestyle say that human bodies
haven’t yet caught up with our tastes,
and that is why diabetes, obesity and
heart disease continues to rise.
focused New Zealand company
Mother Earth has seen substantial
growth, more than doubling its
market share between 2011 and
2013. In dairy, the biggest increases
in market share within Australia’s
yoghurt market have been from
Murray Goulburn and Own Label
products. Murray Goulburn grew its
market share from 0.5% in 2009 to
3.7% in 2012, with brands including
lactose-free Liddels.
Cafés appealing to these consumers
will often call themselves Primal or
Paleo, or just use the ‘wholefood’
terminology. Even more run-of-the
mill cafés and restaurants are adding
more Paleo-friendly options to their
menus. These options are gluten-free
and dairy-free, and reject processed
foods of any kind. The first Paleo
Café opened in Cairns in 2012,
and by April 2014, they had 11
franchises. The aim is for 30 by
the end of the year.
Paleo diets advocate eating like our
ancestors, with a high amount of
vegetables, meat and nuts that could
have been sourced by cavemen. It
limits fruit consumption, and dairy,
legumes and grains are off the
menu entirely. It is becoming so
mainstream that a plethora of cafés
and restaurants now offer paleo
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THR1VE has also become somewhat
of a Sydney institution, with health
nuts flocking to the stores for paleofriendly options. The owners maintain
they are not specifically Paleofocused, but rather are interested in
providing healthy, wholefood options,
backed by scientific evidence.
High-profile Australians have also
backed the Paleo lifestyle, including
Pete Evans from My Kitchen Rules
fame and The Commando from The
Biggest Loser Australia.
While the trend began in the major
cities, there is increasing interest
in outlets like THR1VE, and
the Paleo lifestyle in less urban
places including Rockhampton,
Bundaberg and Tamworth.
THR1VE management tell potential
franchisees that annual sales are
likely to be $1–2 million, which are
figures derived from actual sales
figures from existing cafés.
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Australia’s Own Organic
Wraps with Quinoa
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So Good, Almond and
Coconut Milk
3
Liddells Lactose Free
Full Cream Milk
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Australia’s Own Organic
Almond Milk Blend – Coconut
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Freedom Foods Crunchola
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WHERE NEXT?
There will continue to be huge interest
in superfoods and more ‘alternative’ diets
and lifestyles in 2015, but the key issue will
be sourcing.
With quinoa and kale experiencing shortages,
Australians will need to look elsewhere for their
superfood benefits.
Predictions are that cauliflower, brussel sprouts
and amaranth will become some of the most
in-demand superfoods for 2015.
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Fight For Your Rights
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E@sy Street
FIGHT
FOR YOUR
RIGHTS
WHAT’S
HAPPENING
IN 2015?
Consumer rights are back in the spotlight on the 800th
anniversary of the first-ever citizen’s bill of rights, the Magna Carta.
More recently, the ability to exercise one’s rights was on display in uprisings
that caught the world’s attention: Brazilians’ fury at perceived government
squandering of resources in the name of the World Cup, US boycotts of
supposed Russian vodka brand Stolichnaya following the country’s LGBT
regulations, and the viral #BringBackOurGirls campaign regarding the kidnapping
of school girls in Nigeria. The decline of deference is set to escalate in the
consumer space as customers are variously empowered and presented with
provocative facts about corporate practice.
Technology has transformed protests from organised marches to
a bare-minimum of ‘clicktivism’, or the ability to express one’s
opinion, support or dislike through online petitions, viral video
views and social media posts. Consumers have recently begun
to see the power these viral revolts can have. We’ve seen food
and drink companies as large as PepsiCo, General Mills and
Subway reformulate products based on blogger campaigns and
online petitions.
Growing awareness of customer rights
and corporate misbehaviour will see
consumers demand more fairness and
justice from companies, with consumer
input becoming almost integral.
Consumers also can exercise their rights at the cash register,
purchasing only brands that align with their ideals on marriage
equality, minimum wage and even political party affiliations. When
the chairman of Barilla said that he would never use a same-sex
family in his advertising, the backlash was immediate. Consumer
cries to boycott the pasta giant spread instantly around the world and
led to considerable back-paddling by the company.
The consumer movement at hand finds consumers demanding openness
from companies – more information, responsibility and accountability. In the event
that they do not feel that companies are forthcoming, consumers are willing to
stand up, even if it is just behind a hashtag. What’s changing is that consumers
are no longer just enlivened by the ability to protest; they are also coming to
expect that even social media campaigns will force their desired outcome.
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WHY
CONSUMERS
WILL BUY
INTO THIS
Australians are coming together
on issues of importance, with
organisations like GetUp helping
to organise the wider community.
GetUp is one of Australia’s largest
campaigning communities, with a
membership of over 600,000 people
where members can take action
on matters which are important to
them. GetUp believes Australians
should be heard all the time, not
just at elections once every three
years. GetUp provides an avenue
for members to demand better from
the government, big businesses and
media through campaigning. Other
online-based societies are also
providing a voice for consumers.
Change.org has more than 70 million
users across 196 countries, including
Australia, providing tools for people
to transform their communities at a
local, national or even global level.
consumers would pay more for an
ethical soft drink brand. Meanwhile,
in the US, 18% of 19–36 year olds
go out of their way to buy from
companies or brands that support
LGBT issues, and 82% of US adults
who visited a restaurant in the past
month say a restaurant that treats
its employees fairly influences their
choice. In addition, 63% of US
adults choose a restaurant because
it actively supports humane
treatment of animals.
WHERE
NEXT?
The need to be heard is rising,
especially since being informed and
active is no longer a requirement
for protesting. ‘Clicktivism’ provides
people with the feeling that they
have the power to help get things
done with minimal effort. Many
digital activists are not financially
involved in the cause, instead adding
their clicks rather than their pocket
change to the count of the masses.
However, we could see a new
movement following the summer
2014 ALS Ice Bucket Challenge
that successfully combined selfdocumentation with promises of
monetary donations.
Elsewhere, just 9% of Brazilian
adults prefer to shop at a minimarket
that is part of a chain rather than
an independent store, and 77%
of Brazilian carbonated soft drink
Companies also are facing real
pressure from consumers who
demand clarity on things like
ingredients in food, treatment of
workers, and online terms and
conditions. The internet prompts its
own concerns, especially in the wake
of Facebook’s admission to carrying
out psychological experiments on
its users without their permission.
For those companies that are not
proactive or are seen as insincere,
we expect to see a continuation
of protests against these real, and
perceived, transgressions.
In 2015, companies globally will
increasingly be forced to apologise,
admit their mistakes and show a
human face. They may aslo find
themselves more eager to consult
potential customers on their
products, promotional campaigns
and company policies. To ignore the
will (however fickle) of the people
could foster a growth in boycotts.
Some winners could be found in
these organised movements, such
as smaller businesses or local
producers and proprietors.
In 2015,
companies globally
will increasingly
be forced to
apologise, admit
their mistakes and
show a human face.
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Healthy Appetite
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What’s changing is
that consumers are no
longer just enlivened
by the ability to
protest; they are also
coming to expect that
even social media
campaigns will force
their desired outcome.
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GET
SMART
WHAT’S
HAPPENING
IN 2015?
Smart devices – from watches to
ceiling fans – appeal to consumers
because they save time and money,
promise convenience and control,
and – in our age of digital navelgazing narcissism – knowledge and
self-analysis. What’s changing is that
this is no longer the domain of startups offering home hub hardware –
the major players are now embracing
the trend and raising consumer
confidence in it.
The world of synced devices will
become mainstream, as trusted
companies move into the market and
join the convenience-driven, datacollection revolution.
Apple and Google are both
introducing ecosystems to compete
for leadership in the connected
home. Apple’s Homekit software/
app creates a framework that will
will enable consumers to use Siri
voice commands to control smart
lighting, doors, thermostats and
other home appliances, operating
on Bluetooth Low Energy and
managed through any modern Apple
device. Meanwhile, Google-owned
Nest – the pioneering manufacturer
of internet-connected thermostats
and smoke alarms – has created
its own open-sourced framework,
Thread, which is also designed to
allow smart devices to communicate.
Samsung’s forthcoming SmartHome
ecosystem will compete on the same
grounds, using the brand’s S
Voice software. The brand has
opened up its system to thousands
of new developers.
Retailers are also pushing synced
devices, with Sears currently testing
a connected device department
in its stores, ahead of a planned
expansion in 2015.
New software is also coming onto
the market to make it easier for
consumers to sync their mobile
devices with their health-monitoring
tools and home appliances. Google
Fit will provide a centralised
activity tracker to
compete with
Apple’s iOS8
software and
HealthKit app,
bringing users’ data from
various fitness devices into a
single location, helped by the
participation of Nike, Jawbone
and Fitbit in its development.
A host of new product launches in
2015 – from tablets to smart watches
and smart TVs – will also pique
consumer interest in syncing up.
Google is launching Android TVs,
while LG is launching a new webOS
operating system for smart TVs.
LG is also tipped to be launching a
Flex 2 smartphone, while Samsung
is expected to introduce a foldable
tablet and Lenovo will present a
new wearable device at CES
2015. Beyond that, the Apple
Watch is sure to give wearable app
development boost ahead of its
retail launch in 2015.
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Apple Watch
Wearable
technology has
already proved
a huge hit in
Australia.
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It’s important to consider that smart
devices needn’t be about health
or home economics – they can be
about aesthetics and ambience
as well. We’re also going to see
oPhone ‘scent messaging’ devices,
theoretically allowing consumers
to remotely fragrance their homes
or send odours as a form of
communication. Ralph Lauren is the
first mainstream fashion/sports brand
to work with wearable technology,
having designed a polo shirt to be
worn by ball boys and a collegiate
player at the US Tennis Open,
featuring sensors knitted into the
core of the product to read biological
and physiological information.
On a local level, Australian startup company Smash Wearables
has launched a wearable product
specifically for tennis enthusiasts.
The Smash Wristband, which
measures shock and movement
using a magnetometer,
accelerometer and gyroscpe, relays
data wirelessly to a smartphone app,
helping users to improve their game.
Putting our smart devices to
use could get easier as network
providers and government
authorities are adding Wi-Fi on
planes and trains, allowing people to
be connected anywhere, anytime –
making it ultra-convenient for us to
“Get Smart.”
1
3
5
Wearable
technology will
have to transcend
the convenience
of connectivity
and offer wearable
devices that are
both secure and
fashionable.
1
oPhone
2
Sears Smart Home
3
Philips Hue
4
Smash Watch
Ralph Lauren,
The Polo Tech Shirt
Smart devices
– from watches
to ceiling fans
– appeal to
consumers
because they
save time and
money, promise
convenience and
control, and – in
our age of digital
navel-gazing
narcissism –
knowledge and
self-analysis.
2
1
2
4
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Healthy Appetite
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E@sy Street
WHY CONSUMERS WILL
BUY INTO THIS
Globally, smart devices have already
been adopted by consumers to
a degree, but the potential is far
greater. Over one in five (21%) UK
adults already use either a wearable
device or a health-related mobile
app, but as many as 40% of Brits
are interested in a device that
tracks heart rate, blood pressure
and movement. Meanwhile,
over one in ten (13%) Chinese
consumers say that they have a
wearable digital product in their
household. Interestingly, this figure
is higher among older consumers,
at 11% of 20-somethings, 14%
of 30-somethings, and 16% of
40-somethings.
The world’s biggest provider of GPS
tracking devices for professional
sportsmen and women operates
out of a small factory in South
Melbourne, Catapult Sports.
They provide small devices which
measure player movement and
fatigue during matches and training,
highlighting everything from how
quickly an athlete accelerates to how
their heart changes, which can help
improve game strategy and training
programmes. It started with a small
number of AFL players wearing
the devices a few years ago, to the
technology now being sold to NHL
ice hockey teams and NFL teams in
the USA.
Australians have rushed to show
their interest in wearable technology,
with a 2013 study finding that 35%
of those surveyed had already used
some form of wearable technology
– as opposed to just 18% of US and
UK respondents.
Intel Capital, the global investment
arm of the multinational chip
manufacturer, has put funds into
Performance Lab Technologies Ltd,
a smart gadget software developer
working out of New Zealand. The
firm, based in Auckland, develops
software designed to improve
the user’s fitness and well-being
by monitoring the user’s activity
using biometric and environmental
sensors, and then uses this data to
create a training programme.
Wearable technology is coming
to sporting grounds too, with the
introduction of the Ref-Cam into
Australia in 2014 – a wearable
mini-camera for referees being
used in NRL.
In terms of other technology, some
76% of potential TV buyers in the UK
are interested in a TV with the ability
to wirelessly stream content from
other devices, and as many
as a third (34%) of refrigerator
shoppers expect to or would pay
more for a barcode reader that
syncs to online shopping.
1
Philips Hue
Overall, almost two-thirds
of Australians possess a
smartphone and use mobile
internet for more than
90 minutes each day.
In 2014, the global
smartphone audience
is expected to
exceed 1.75
billion people.
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WHERE NEXT?
In 2015 and beyond, we’ll see
smart devices advancing into new
annexes. Wearable technology will
have to transcend the convenience of
connectivity and offer wearable devices
that are both secure and fashionable.
Indeed, increased adoption of
wearable devices might force more
conversations regarding regulations
about digital device etiquette.
Aesthetically, wearable devices are as
much status symbols as they are data
collectors. Nike, Intel, reality TV series
“Project Runway” and Digital Trends
will host the first Wearable Technology
Fashion Competition in the US to make
wearable technology more stylish.
Likewise, smart home systems will
go beyond economising utilities by
embracing ambience and blending
in with the décor, which we’ve
already seen from Philips ‘Hue’
LED lighting systems and oPhone
fragrance diffusers.
Overall, we’ll come to expect more
from our smart devices: wearables
that analyse our mental well-being,
smart food and drink containers that
automatically re-order replacements,
and companies that analyse our data in
order to customise services and costs.
All this constant connectivity will
increase demand for innovations that
help to charge mobile devices on the
go. Security will also be a concern
as consumers become more wary of
placing personal data in the cloud and
on other servers.
area of expansion for companies –
witness the fact that Nike+ is backing
out of the actual device space to
focus on data and apps – and people
will increasingly share data with
professionals for analysis. We’ve
already seen black boxes that monitor
driving habits, Russian banks that give
preferential interest rates based on
running data, and MyHealthPal – a
platform that shares a patient’s data
on medication, diet and exercise with
neurologists. Data-collecting devices
will also invite companies to become
analysis providers, and the next
stage will be for banks, grocers
and doctors to do more to develop
data relationships.
Overall, we’ll come
to expect more from
our smart devices:
wearables that
analyse our mental
well-being, smart
food and drink
containers that
automatically reorder replacements,
and companies that
analyse our data in
order to customise
services and costs.
To further the purpose behind this data
gathering, analysis will become a key
Trends 2015 AUSTRALIA AND NEW ZEALAND
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Wearable Technology
Fashion Competition
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Photography by Jeff Wong
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E@SY
STREET
WHAT’S
HAPPENING
IN 2015?
The internet has disrupted traditional
approaches to shopping, setting
up an expectation not just of
convenience, but of immediacy.
Australia’s online retail spending
continues to increase following a
period of more subdued growth, and
is now valued at around AU$15.6
billion for the year preceding July
2014. This represents annual growth
of 8.6%, placing online at around
6.6% of traditional retail spending.
By category, the results are mixed;
sales growth in groceries and liquor
continues to be strong, followed by
department and variety stores, but
growth fell significantly in electronic
games and toys, with sales growth
highly volatile and influenced by
major product releases.
The on-demand, instant gratification
culture of the digital age is spreading to
the established retail world.
We’re seeing brick-and-mortar
retailers meld with the digital as
more locations offer in-store pick-up
for online orders. Both major retailers
of Coles and Woolworths have
rolled out click & collect shopping,
incorporating refrigerated lockers on
major commuter routes to provide
ease and collection of groceries.
Woolworths has also trialed as we
found out click & collect services
at Melbourne airport, providing
convenient grocery collection for
passengers at the second-busiest
airport in the country.
The ability to get hands-on with
what was formerly only virtual
could gain more customers for
these e-commerce retailers.
We’re also seeing services bridge
the gap. For example, Doddle
(the parcel and delivery service
located at railway stations) and
ASOS’s Local Letterbox in the UK
eliminate the mystery of online
shopping by offering fitting rooms in
supermarkets, gyms, transit stations
and shopping centres allowing
people to try on online purchases.
As wearable technology increases,
there are developments afoot that
will incorporate ease of payment into
everyday wear. Sydney suit maker
M.J. Bale has made a “Power Suit”
that incorporates a Visa PayWave
chip sewn into the sleeve of the suit,
making on-the-go payments easy.
There are over 24.4 million
active mobile phone subscriptions
across Australia, which has
led to a widespread uptake of
mobile shopping. Some 30% of
all Australian internet users aged
between 15 and 65 have purchased
goods online with a smartphone,
and 19% with a tablet, in the last
12 months.
1
Doddle parcel pick-up
and drop-off
1
30
Trends 2015 AUSTRALIA AND NEW ZEALAND
30 31
Healthy Appetite
Fight For Your Rights
Get Smart
E@sy Street
WHY
CONSUMERS
WILL BUY
INTO THIS
In Australia, connectivity is changing
the way people shop. The average
Australian internet shopper spends
$285 online every four weeks,
with travel and entertainment and
leisure, electronics, fashion and food
and beverages being the top five
categories by expenditure. According
to wearesocial.sg, some 78% of
smartphone users research products
via their phone – highlighting a more
knowledgeable consumer once a
purchase does occur, whether online
or in-store.
While online sales continue to
grow, the online experience offers a
mixed response for some worldwide
shoppers. Indeed, around half (53%)
of UK consumers, and specifically
60% of women, feel it’s difficult to
find clothing that fits well without
trying it on.
When it comes to click and collect,
almost one-quarter of UK consumers
would like the option of reserving
online and collecting in-store; some
15% would like to collect via a hub
such as a shopping centre; 8%
would like to collect at a transport
hub; and 7% would like to collect
from a drive-through.
In Brazil, more than one in ten
(12%) consumers use the internet
for information on their grocery
shopping, yet just 2% do their weekly
grocery shopping online. However,
significant potential remains as
nearly two in ten Brazilians say
they would buy more groceries on
the internet if it were cheaper than
buying in-store. Meanwhile, the need
to see products in person remains
high in China, as nearly seven in ten
Chinese adults say it is necessary to
visit brick-and-mortar stores before
buying products online.
There is no doubt that the digital
is encroaching on how consumers
approach a range of services
throughout the world. One in twenty
(5%) Brazilians would purchase a
car entirely via the internet and have
it delivered to their home if it was
possible. In Canada, some 40% of
Canadians would be interested in
using online budgeting and advice
tools offered by their bank or credit
union, while in China, as many as
85% of Chinese adults would like to
see more online services that help to
facilitate daily tasks, such as paying
bills online or booking taxis via
mobile apps. There remains room
for improvement though, as 38%
of Canadians are unsatisfied with
electronic access to healthcare from
government-provided insurance.
1
1
Amazon Locker
32
Trends 2015 AUSTRALIA AND NEW ZEALAND
32 33
Healthy Appetite
Fight For Your Rights
Get Smart
E@sy
E@sy Street
Street
1
Foxtel
WHERE
NEXT?
At the heart of this trend is the
fact that our on-demand, instant
gratification culture is spreading. This
will bring us more delivery apps and
high-quality vending options across
a variety of product categories.
Accessibility of 3D printers could
lead to consumers being able to print
a product that solves a problem,
shortening the design and delivery
cycle even more.
These conveniences are not only
for city dwellers as more models
bring the benefits of modern life
to suburban and rural residents.
The expansion of eBay now
Furthermore, this ‘at-yourconvenience’ expectation is likely
to influence other service-based
industries. Consumers are already
applying this to their media
consumption, with the likes of paidfor television Foxtel launching Foxtel
Go which allows consumers to watch
up to 60 channels live on their iPad,
iPhone, Mac or PC. We predict that
showcases that it’s not just growing
urban environments that require
on-demand delivery solutions.
However, the solution might have
to be customised to the area, with
in-store pick-up suited to suburbia
and subscription services aligning
with the needs of rural residents who
might be far away from the nearest
stocked store.
consumers will want to see more
customised, on-demand access
in banking, healthcare and other
services. It won’t be enough to
have Google and Wikipedia answer
your 3am; questions, people will
expect to have an expert just a
video call away.
34
Trends 2015 AUSTRALIA AND NEW ZEALAND
34 35
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© 2014 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel