Havas Prosumer Report: Eaters Digest--The Future of Food

2016 GLOBAL PROSUMER STUDY

Argentina ● Australia ● Belgium ● Bosnia ● Brazil ● Cambodia ● Canada ● China ● Colombia ● Croatia ● Czech Republic

Estonia ● France ● Germany ● India ● Ireland ● Italy ● Japan ● Laos ● Latvia ● Lithuania ● Mexico ● Myanmar

Netherlands ● Philippines ● Portugal ● Russia ● Saudi Arabia ● Serbia ● Singapore ● Slovenia ● South Africa ● Spain

Turkey ● United Arab Emirates ● United Kingdom ● United States

37 markets

n=11,976

For more than a decade, Havas has been tracking the roughly 15‒20% of consumers who are

influencing trends and shaping markets around the globe

Key characteristics:

• Embrace innovation

• Constantly seek out information & experiences

• Enthusiastic adopters of new media & technologies

• “Human media” who transport attitudes & ideas

• Marketing savvy and demanding of brand partners

• Highly influential and sought-after for opinions & recommendations

In this study, 20% of the sample qualify as Prosumers

WHO ARE PROSUMERS?

STUDY OBJECTIVE: TO UNDERSTAND THE EVOLVING FOOD SPACE

Including:

o The rise in food concerns

o The interconnectedness of personal and environmental health

o The rise of local

o Foodie culture and the rise of #foodporn

o The longing for social

o Cultural distinctions

o Trends to watch for 2016

THE ERA OF FOOD CONCERN

A MULTIDIMENSIONAL

OBSESSION WITH

FOOD

A GROWING

DISCONNECT WITH THE

FOOD INDUSTRY

THE BIG TENSION

VS

1. 2.

A MULTIDIMENSIONAL

OBSESSION WITH

FOOD

A GROWING

DISCONNECT WITH THE

FOOD INDUSTRY

THE BIG TENSION

VS

1. 2.

FROM A SIMPLE PROPOSITION TO A WIDER CONCEPT OF FOOD

NOURISHMENT SOCIAL VALUES CITIZENSHIP, HEALTH, RESPONSIBILITY

Fotolia/Great Divide Photo

WHAT I EAT—AND CHOOSE NOT TO EAT—DEFINES WHO I AM

WHAT I EAT SAYS A LOT ABOUT WHO I AM

64/49* 82/74 77/68 53/40 71/56 79/58

*Prosumer/Mainstream (% agreeing strongly/somewhat)

IN PART, BECAUSE WHAT I EAT HAS AN IMPACT ON THE WORLD

71/61 69/57 80/76

JUNK FOOD/UNHEALTHFUL DIETS ARE

ONE OF THE GREATEST THREATS

FACING OUR SPECIES

86/84 79/74 87/80

Prosumer/Mainstream (% agreeing strongly/somewhat)

A MULTIDIMENSIONAL

OBSESSION WITH

FOOD

A GROWING

DISCONNECT WITH THE

FOOD INDUSTRY

THE BIG TENSION

VS

1. 2.

IN THE PAST, THE FOOD INDUSTRY CREATED BELOVED BRANDS

Images: www.vintageadbrowser.com

TODAY, MAJOR FOOD BRANDS ARE LOSING THEIR ALLURE

* Image: http://www.behindthebrands.org/en-us

A CRISIS OF CONFIDENCE

I TRUST THE FOOD INDUSTRY TO PROVIDE US WITH HEALTHFUL FOOD

28/17 33/42 26/19 57/37 48/45 42/33 27/19 10/9 28/21


FOOD CLAIMS ARE QUESTIONED

PEOPLE NO LONGER RELY ON BRAND NAMES

PLEASE RANK EACH OF THESE CRITERIA IN TERMS OF HOW IMPORTANT IT IS IN

YOUR FOOD-PURCHASING CHOICES:

Global total

AND SO MANY OF US HAVE BECOME “FOOD CHECKERS”…

…AND ADVOCATES

71/63 76/55 84/72

85/75 85/72 86/70


CONSUMERS SHOULD HAVE THE POWER

TO CHANGE FOOD POLICIES

IS SMALL THE NEW BIG?

Image: http://www.nytimes.com/2015/08/26/dining/start-up-food-business-changing-appetites.html

WHAT WE’LL COVER

o TREND 1: ME, MY BODY, AND THE PLANET

o TREND 2: LOCAL IS THE NEW ORGANIC

o TREND 3: RAW PLEASURE

o TREND 4: #FOODPORN IS A TOTAL TURN-ON

o TREND 5: SOCIAL EATING IS BACK

o FOOD RESONATES DIFFERENTLY BY CULTURE

o FOOD TRENDS ON OUR RADAR FOR 2016

FOOD IS KILLING US—AND IT’S OUR FAULT

8 of the 10 leading causes of death in US—including coronary heart disease, stroke, some types of cancer, and diabetes mellitus—are related to diet

and alcohol. [US Surgeon General]

Image: Creative Commons/[email protected]

WE’RE WORRIED ABOUT WHAT’S ON OUR TABLES

Image: Google images: https://marigolddiary.com/2015/06/16/bonding-over-food-drinks-n-company/

75/59 89/79 90/83 53/40 89/79 87/78

I WORRY THAT OUR FOOD SUPPLY IS BECOMING

INCREASINGLY CONTAMINATED/UNSAFE


A TIPPING POINT

WE’RE FINALLY PAYING ATTENTION

I AM MUCH MORE AWARE OF THE

NUTRITIONAL/HEALTH VALUE OF THE

FOOD I EAT THAN I USED TO BE

82/72 80/61 82/71

94/81 89/75 95/74

EVEN HIGHER IN EMERGING MARKETS


94/85 94/97 89/80

WE NOW WANT TO KNOW WHAT’S IN OUR FOOD…

PLEASE RANK EACH OF THESE CRITERIA IN TERMS OF HOW IMPORTANT

IT IS IN YOUR FOOD-PURCHASING CHOICES:

Image: Google images http://www.oola.com/dishes/

…BECAUSE WE UNDERSTAND ITS POWER

90 79 78

91 91 97 94

77 71

65

86

69

88 85

Global US UK France China India Brazil

2016

PROSUMER MAINSTREAM

83 83 77 88

77 92

64 63 66 64 61

78

Global US UK France China India

2012

PROSUMER MAINSTREAM

I BELIEVE FOOD IS AS EFFECTIVE AS MEDICINE IN MAINTAINING ONE’S OVERALL HEALTH

VS

THE POWER OF FOOD TO PREVENT DISEASES

67/67 95/88 93/91 71/63 82/72 96/81

A HEALTHY DIET PREVENTS MOST DISEASE

AND ILLNESS


Comic: bizzaro.com

WITH KNOWLEDGE COMES RESPONSIBILITY

IT’S MY RESPONSIBILITY TO CAREFULLY CHOOSE WHAT I EAT TO AVOID

DISEASE/ILLNESS

I EAT GOOD FOOD

I MAKE IT A POINT TO

INCORPORATE “SUPERFOODS”

(E.G., MANGOSTEEN, ACAI,

FLAXSEED) INTO MY DIET

(% agreeing strongly/somewhat)

49%

34%

40%

36%

27%

I ELIMINATE BAD FOOD

SUGAR IS AS BAD FOR ONE’S

HEALTH AS CIGARETTES

I AVOID EATING GENETICALLY

MODIFIED FOODS (GMO) AS MUCH

AS POSSIBLE

I WORRY ABOUT THE IMPACT THE

ARTIFICIAL INGREDIENTS I EAT AND

DRINK HAVE ON MY HEALTH

64%

44%

71%

62%

83%

71%

TO ENSURE MY BODY STAYS AT ITS

BEST, I AM WILLING TO GIVE UP ALL

UNHEALTHY FOODS FOR THE REST

OF MY LIFE

PROSUMER MAINSTREAM

45% 37%

I’M WILLING TO MAKE BIG LIFESTYLE CHANGES

Prosumer Report: iBody: The New Frontier, 2015 Image: Creative Commons/Gemma [email protected]

AND I CHECK MY PROGRESS ALONG THE WAY

I HAVE USED ONE OR MORE DIGITAL DEVICES TO HELP ME MONITOR MY FOOD INTAKE AND

MAKE HEALTHFUL FOOD CHOICES

MOST EXPECT THEIR DILIGENCE TO PAY OFF

I BELIEVE THE FOODS AND BEVERAGES I REGULARLY

CONSUME WILL…

BUT IT’S NOT JUST OUR HEALTH WE WORRY ABOUT

Image: http://www.justuscoffee.com/our-products/merchandise/great-meals-change

EATING FOR THE PLANET

MY CHOICES MATTER

I PAY ATTENTION TO FOOD ETHICS

(E.G. BUYING CAGE-FREE EGGS, AVOIDING

PRODUCTS FROM COMPANIES WHOSE

POLICIES I DO NOT SUPPORT)

59/47 62/42 73/63

67/64 69/57 91/69


OUR PERSONAL AND PLANETARY DESTINIES ARE INTERTWINED

48/50

69/42

57/49

51/46

71/64

51/55

WE SHOULD EAT LESS MEAT TO…

PRESERVE OUR HEALTH PRESERVE THE PLANET

51 58

61 53

43 50

53 46


MOVING AWAY FROM MEAT-BASED DIETS

22%

GLOBALLY DESCRIBE THEIR DIETS

AS VEGAN, VEGETARIAN OR

PESCATARIAN*

* Eating fish but no meat or poultry

14%

13%

16%

A TREND APPARENT EVEN IN BIG

MEAT-PRODUCING COUNTRIES…

BECAUSE WHAT I EAT HAS AN IMPACT ON THE WORLD

Source: National Geographic

WHAT’S NEXT?

An app that lets people evaluate brands on health

and ethics prior to purchase

A platform and app that gives the lowdown on the

environmental and social records of the companies

behind major brands

TOOLS TO HELP US MAKE GOOD CHOICES

START-UPS ARE MAKING IT EASIER TO EAT MINDFULLY

Plant protein‒based meat

alternatives to reduce animal

dependence and environmental

degradation

Created by 3 bioengineers for the

lactose intolerant and to reduce our

dependence on animals

Animal-free “meat” and “leather”

LESS WASTE, LESS GUILT

Subscription service delivers

supermarket “rejects” to the home

French supermarket sells

cosmetically challenged fruits and

vegetables at a 30% discount

To date, Pizza Hut has donated

nearly 100MM lbs of error and no-

show pizzas, plus leftover buffet

items, to food banks

ORGANIC HAS LONG BEEN SYNONYMOUS WITH QUALITY

Image: Creative Commons/Dave [email protected]

BUT ORGANIC DOES NOT ALWAYS DELIVER

ENTER: LOCAL

1 IN 3 DESCRIBE THEIR DIETS AS

LOCALLY GROWN VS. 18% WHO

DESCRIBE THEM AS ORGANIC

Image: Creative Commons/Kim [email protected]

LOCAL SATISFIES OUR NEED FOR MINDFUL CONSUMPTION

43/38 73/71 53/49 37/28 62/67 70/64

I MAKE AN EFFORT TO AVOID FOODS

THAT ARE OUT OF SEASON


Image: Food Well Alliance http://www.foodwellalliance.org/why-local-food-matters/

LOCAL RETURNS TRUST & FAMILIARITY TO FOOD EQUATION

Prosumers

60%

I PREFER TO BUY FROM A

LOCAL PRODUCER RATHER

THAN A SUPERMARKET

Mainstream

51%

46/47 61/64 65/49 47/33 75/63 47/49

Prosumer/Mainstream (% agreeing strongly/somewhat) Image: Creative Commons/Devlon [email protected]

LOCAL ALSO RESISTS HOMOGENIZATION

FAST FOOD HAS KILLED LOCAL FOOD AND CULTURE

51/51 77/77 57/49 54/45 79/74 54/56


PEOPLE EVERYWHERE ARE WILLING TO PAY A PREMIUM FOR IT

I AM WILLING TO PAY MORE FOR LOCALLY

GROWN/PRODUCED FOOD PRODUCTS

69/54 66/42 72/60

88/79 74/54 73/67


WHAT’S NEXT?

URBAN AGRICULTURE ON THE RISE

FOOD ASSEMBLY

A network of communities connect

people with local producers for direct

sales. 700+ assemblies are open

globally.

“Responsibly sourced groceries” delivered

to your door

Order a home-cooked meal prepared by someone

in the neighbourhood and pick it up on your way

home from work

FOOD INTERMEDIARIES WILL BE BYPASSSED

Tender Greens

US restaurant chain sources produce

at several of its restaurants through

aeroponic towers

Metro Supermarket (Berlin)

In-store greenhouse lets shoppers buy vegetables

straight from the source

ON-SITE FOOD PRODUCTION

YESTERDAY, PLEASURE WAS ABOUT HEDONISM

Images: Creative Commons/Hungry [email protected]

mailto:[email protected]

TODAY, PLEASURE IS ABOUT HEALTH & WELLNESS

Image: http://www.yummyhealthyeasy.com/2013/12/healthy-homemade-

granola-parfait.html Pinterest: Self Magazine Creative Commons/Table Ephemere @flickr.com

MAINTAIN HEALTH

TAKE PLEASURE

A NEW TENSION PEOPLE TRY TO RECONCILE EVERY DAY

WHICH OF THESE TERMS DESCRIBE YOUR USUAL DIET?

(CHOOSE ALL THAT APPLY)

BALANCE IS KEY TO HEALTH

EVERYTHING IN MODERATION

FOOD TRIBES SUCH AS VEGAN, PALEO, AND GLUTEN-FREE ARE… (% agreeing strongly/somewhat)

JUST A FAD

PROMOTED BY

CELEBRITIES

NONSENSE—WE SHOULD

EAT EVERYTHING IN

MODERATION

HEALTH IS ALSO ABOUT CONNECTING WITH NATURE

I TRY TO LISTEN TO MY BODY MORE

THAN I USED TO

75% / 63%

PROSUMERS / MAINSTREAM

79 / 67 76 / 66 63 / 58 77 / 68 93 / 71 80 / 68

Havas Prosumer Report, My Body, Myself, Our Problem, 2012 Prosumer/Mainstream (% agreeing strongly/somewhat)

Image: Creative Commons/Moyan [email protected]

MY IDEAL BODY IS THE ONE NATURE GAVE ME AND THAT I

KEEP AT ITS BEST THROUGH NATURAL MEANS

78% PROSUMERS / MAINSTREAM

76 / 79 74 / 81 54 / 72 81 / 64 75 / 80 66 / 78

BECAUSE NATURE IS AN IDEAL STATE

Havas Prosumer Report, iBody: The New Frontier, 2015

Image: Creative Commons/Perceptions (off)@flickr.com Prosumer/Mainstream (% agreeing strongly/somewhat)

Image: Creative Commons/Jeremy [email protected]

WHAT’S NEXT?

START-UPS HELP PEOPLE CONNECT TO NATURAL FOOD

PURPLE CARROT

Vegan meal boxes NATURE BOX

Healthful snacking subscriptions

THRIVE MARKET

Discounted natural foods delivered

to the home; shop by diet (vegan,

paleo, gluten-free, etc.)

COMBINING CONVENIENCE AND HEALTH

SEASONAL EATS

More restaurants seeing to align

with natural cycles

VEGGIE QSR

Combining plant-based diets with

the convenience of fast food

DIY HEALTH AT HOME

Juicing

From prepackaged drinks to juice

bars and at-home juicers, the

drink-your-health category is

booming

Kombucha

The fermentation craze is taking

hold in kitchens everywhere

Make-Your-Own-Food Kits

From yogurt and artisan cheeses

to mustards and hot sauces, more

people want to produce what they

eat

PEOPLE ARE OBSESSED WITH FOOD

I CONSIDER MYSELF A FOODIE –A

REAL LOVER OF GOURMET

EATING AND/OR COOKING

DINING IN RESTAURANTS IS

ONE OF MY FAVORITE SOCIAL

ACTIVITIES

Image: Creative Commons/[email protected]

52% vs. 34% MILLENNIALS BOOMERS

53% vs. 34% MILLENNIALS BOOMERS

I CONSIDER MYSELF A “FOODIE”—A REAL LOVER OF

GOURMET EATING AND/OR COOKING

DINING IN RESTAURANTS IS ONE OF MY

FAVORITE SOCIAL ACTIVITIES

(MILLENNIALS ESPECIALLY)

FOOD IS A SOURCE OF STATUS & CONVERSATIONAL CURRENCY

“Is everything OK? You haven’t

photographed your food.”

44%

OF MILLENNIALS HAVE POSTED A FOOD

OR DRINK PHOTO ON SOCIAL MEDIA

Havas PR, Food Trends 2015

FOODISM IS A LIFESTYLE

WHICH OF THESE DO YOU DO AT

LEAST A FEW TIMES A YEAR? (CHOOSE ALL THAT APPLY)

IS FOOD THE NEW SEX?

FOOD OBSESSION IS OFF THE CHARTS

EATING CAN BE AS PLEASURABLE AS SEX

66/49 63/54 72/58 50/38 59/44 82/59 Prosumer/Mainstream (% agreeing

strongly/somewhat)

FOOD OVER SEX, ANYONE?

44% Women

27% Men

vs.

35%

34%

GIVEN THE CHOICE BETWEEN SEX AND AN

EXCELLENT DINNER AT A RESTAURANT, I

WOULD CHOOSE THE DINNER

FOOD IS ALSO ABOUT FRESH EXPERIENCES…

81% 70% 60% 65%

I LIKE TO EXPERIMENT WITH NEW FOOD FLAVORS AND INGREDIENTS

81% 60% 70% 65% 54%

…AND TASTE ADVENTURES

I AM A MORE ADVENTUROUS

EATER THAN I USED TO BE

I ENJOY TRYING “EXOTIC“

FOODS

65%

46%

61%

48%

36%

69%

51%

58%

53%

43%

WHAT’S NEXT?

Helps foodies discover new foods

and recipes

Connects foodies with fellow

enthusiasts

Helps hunt down best local

ingredients

AN APP FOR FOODIES OF ALL STRIPES

Helps find next favourite

restaurant

Takes food photography to next

level

FANCY CAM

Connecting foodies around the

world

FLAVOR ADVENTURES ON SHELVES EVERYWHERE

BRANDS COMPETING ON #FOODPORN

CRAVING TOGETHERNESS

IT’S IMPORTANT TO EAT AT LEAST ONE MEAL

A DAY WITH ONE’S FAMILY

MINDFUL CONSUMPTION FOR BETTER HEALTH

TAKING THE TIME TO ENJOY ONE’S FOOD IS

ESSENTIAL TO GOOD HEALTH

Image: Creative Commons/Richard [email protected]

MOST WANT TO SLOW DOWN…

MOST OF MY MEALS FEEL RUSHED; I’D

LIKE TO SLOW DOWN AND ENJOY

THEM MORE

I DON’T LIKE TO LINGER OVER A MEAL; I’D

RATHER JUST EAT QUICKLY AND GET BACK TO

WHATEVER I WAS DOING

…AND ADMIRE THOSE WHO ARE DOING IT RIGHT

I ADMIRE CULTURES WHERE PEOPLE TAKE

LONGER LUNCH BREAKS TO EAT A GOOD

MEAL IN THE COMPANY OF OTHERS

* Image: Google Images at http://e2ua.com/group/wallpapers-paris/

WHAT’S NEXT?

START-UPS RESPOND TO COMMUNAL-EATING ASPIRATIONS

Airbnb for foodies: While traveling, share a home-cooked meal

with strangers in a local’s apartment

Share a professionally prepared meal with strangers

YOU DO NOT HAVE TO EAT ALONE

Meet up with friends and strangers for shared

lunch breaks

Helps frequent business travelers

connect for lunch

HELPING NEXT GEN COOK FROM SCRATCH

YOUNG PEOPLE TODAY KNOW A LOT ABOUT FOOD BUT VERY LITTLE ABOUT COOKING

FOOD IS SOCIAL

RUSSIA, COLOMBIA, TURKEY, PORTUGAL, MEXICO,

BRAZIL, SPAIN, ARGENTINA, FRANCE, ITALY

For these cultures―especially in warmer areas such as the

Mediterranean―food is one of life’s great pleasures. Food

brings family and friends together through shared experiences.

But taking time to enjoy food is not only seen as a social

necessity but also as a natural path to maintaining health.

For these cultures, health means savoring one’s meals,

exploring interesting flavor combinations, and achieving

balance by eating everything in moderation.

1.

FOOD IS NATURE

INDIA, CHINA, LAOS, PHILIPPINES, MYANMAR, CAMBODIA,

SAUDI ARABIA, UAE

These cultures are traditionally more connected to nature and

take a more holistic and balanced approach to life. People

are more likely to tinker with their diets to improve their health

and view nature as a source of joy and excitement.

When it comes to food, they believe taste and naturalness go

hand in hand, and so they enjoy experimenting with natural

ingredients and include superfoods in their diets. They are

also most prone to believing in the therapeutic/preventative

powers of food. For them, food is medicine.

2.

FOOD IS FRETFUL

US, UK, GERMANY, BELGIUM, JAPAN

In these cultures food is a source of worry, uncertainty, and

guilt. Low-nutrient, highly processed food has lead to high rates

of obesity and sparked negative connotations with food in

general.

People in these markets are heavy consumers of vitamins and

supplements because they believe the food they consume is not

enough. In this study, they are the least likely to believe in the

healing powers of food. So their thinking revolves a lot around

avoidance and remorse. Their rushed lifestyles make them envy

cultures with a slower and more sociable approach to dining.

3.

Image: Creative Commons/Hungry [email protected]

Souping (juicing

without all the

waste)

Fermentation Heirloom fruits and

veggies (incl.

“survival” seed packs

Clean labels Specialty teas

(incl. matcha)

Hyperlocal sourcing

(on-site restaurant

& market gardens)

Wheat-free flours Probiotics & gut

health Turmeric & other

anti-inflammatory

spices

“Free-from” foods

10 FOOD TRENDS ON OUR RADAR FOR 2016