the digital consumer of the future...the digital consumer of the future jarrod payne . account...

Private and Confidental 1

The Digital Consumer of the Future Jarrod Payne Account Director Millward Brown

Private and Confidental 2

H O W W E B U Y

FOOD

H O W W E M A K E

~ food ~ DECISIONS

~ H O W W E ~

FOOD p r e p a r e

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H O W W E M A K E

~ food ~ DECISIONS

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OECD Agrigultural estimates, MLA Australia Tracker

A U S T R A L I A N S

Red meat LOVE

Private and Confidental

MEDIA 5

Clicks and Cravings

M O S T O F T H AT:

~ social ~

M i l l e n n i a l s t o p s o u r c e o f f o o d k n o w l e d g e i s t h e i n t e r n e t

TRANSPARENCY

Food trends

HEALTH

TRACEABILITY

FUNCTIONALITY

SUSTAINABILITY

ORGANIC

FREE RANGE

GRASS FED

CLEAN LABELS

HORMONE FREE

INSECTICIDE FREE

REFLECT INCREASED AWARENESS AND TAKING CONTROL

Private and Confidental 7

IBM Chef Watson

Private and Confidental 8

SYNTHETIC

W e w i l l c o m p e t e i n a n e w a r e n a

INSECTS ALGAE

Private and Confidental 9

H O W W E B U Y

FOOD

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R I G H T N O W W E S H O P

supermarkets

MOSTLY ~ at~

Why?

Frictionless ordering

toi lets

S M A R T F R I D G E S ~ and ~

passive

CONSCIOUS CONSUMERS ~ to ~

F R O M

conscious consumers

Private and Confidental 14

TNS connected life 2015

O F A U S T R A L I A N S

SMARTPHONE ~ already own a ~ 87%

M o b i l e c o m p u t i n g w i l l b e a t t h e h e a r t o f t h i s

0

10

20

30

40

0 50 100 150 200 250

MA

RK

ET

ING

RE

CE

PT

IVIT

Y

S C A L E O F O P P O R T U N I T Y ( M I N U T E S U S I N G D E V I C E Y E S T E R D A Y )

T V

S M A R T P H O N E L A P T O P

T A B L E T

U N F O R T U N AT E LY

RECEPTIVE consumers are not

~ to ~

advertising SMARTPHONE

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~ H O W W E ~

FOOD p r e p a r e

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MLA global tracker 2016

O F M E A L S

HOME ~ are eaten at ~ 85-90%

a n d M i l l e n n i a l s a n d G e n Z a r e c o o k i n g m o r e , n o t l e s s

T H E R I S E

FOOD

~ of ~ easy to assemble

Food Robots

DECIDE WHAT TO EAT

SHOP (POSSIBLY GET

DIVERTED) COOK EAT

Social media, websites, friends, curated service

Supermarket, local store, online,

curated service

Traditional, Experimental,

guided

As a group (Real or virtual)

The present

DECIDE HOW TO EAT

BUY (UNLIKELY TO BE

DIVERTED) COOK EAT

Social media, websites, friends, curated service

Automated processes

Guided or automated

As a group (Real or virtual)

The future

S o w h a t d o w e d o t o d a y ?

new tech EMBRACE

S o w h a t d o w e d o t o d a y ?

P O S I T I O N A G A I N S T

upcoming

EXISTING ~ and~

COMPETITORS

S o w h a t d o w e d o t o d a y ?

C O N S I D E R

changing ~ the ~

REALITY

D E T E R M I N E

how we will COMMUNICATE W I T H C O N S U M E R S

~ in ~

NEW innovative ways

Private and Confidental 25

Thank You! Jarrod Payne Account Director Millward Brown