our modern food culture and today’s consumer · 2014-11-11 · our modern food culture and...

1 © 2014 The Hartman Group, Inc Food Occasions and Health and Wellness Trends

Our Modern Food Culture and Today’s Consumer Presented by Melissa Abbott, The Hartman Group


The Hartman Group, located in Bellevue, Washington, blends leading edge customized research and consulting to

understand the subtle complexities of consumer and shopper behavior.

Our anthropologists and social scientists have been immersed in a 20 year long study of American food culture

using ethnographic observation, quantitative tracking surveys, and deep study of food trends. What we have

learned and continue to uncover upend many notions of traditional American eating patterns.

The Hartman Group represents the voice of the consumer. Their perceptions are our reality.

Hartman Group Overview

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Culture is the way to understand how things change and how trends form

Food culture…

…is everything about food that is shared [beyond our own personal preferences]

…is the source of

consumers’ food knowledge and inspiration

…shapes and determines

consumer notions of quality

…is the basis for all food trends

Food Culture is the basis of food trends AND hunting grounds for new opportunities


• Consumers are becoming more engaged and more powerful in the world of food and technology has enabled this evolution

• Consumers will be expecting more from their food, and from the companies providing it

• Consumers will increasingly shed the constraints of traditional foods and old loyalties

• As consumers become more involved with the food they’re eating, they’ll become less involved in cooking it

• Consumer households are becoming more democratic when it comes to decisions regarding food - 55% of families cook multiple meals/dishes to cater to individual taste preferences

How we interact with food is changing


Today’s consumers are more food literate than ever before

With unprecedented access to and speed of information, consumers are becoming increasingly informed about their food and the companies that produce it.

Whether through deep engagement with food culture or passing encounters with information sources, consumers are increasingly aware of the social, environmental, and health consequences of the foods available to them.

Freer and faster flows of information mean there are more opportunities for misinformation to spread

Access to information about food manufacturers is more readily available and easily accessible

than ever before


We are shifting to a fully realized Participatory Culture

CLEAR SOCIETAL ROLES BELIEF IN RULES, HIERARCHY,

SCIENCE CLASS-BASED IDENTITY

FOCUS: BASIC NEEDS

DRIVERS: THRIFT, EFFICIENCY, PREDICTABILITY SCALE: MASS

DIVERSITY + FRAGMENTATION SELF-REFLEXIVE AND RELATIONAL

EVOLVING IDENTITIES

FOCUS ON AUTHENTICITY + RECIPROCITY

DRIVERS: FUN, CUSTOMIZATION, TRANSPARENCY

SCALE: MICRO, MINI, SMALL, GLOBAL

Traditional Culture Utilitarian

Participatory Culture Transformative

F R E S H P A C K A G E D / P R O C E S S E D

Consumer Culture Experiential

FAMILIES ARE DEMOCRACIES STRIVING FOR QUALITY OF LIFE

LIFESTYLE-BASED IDENTITY

FOCUS: EXPERIENCE + DESIRES DRIVERS: TRADING UP, HEALTH

+ WELLNESS SCALE: MASS & NICHE

P L A Y

From “consumers” to “players” in the World of Food 82% of smartphone users believe technology has improved how well they eat

“The food industry limits growth because people don’t know how to

cook. I want to be independent, make with own hands, do myself, figure things out and share with others.”

-Vincent (27, Seattle)


Culture has shifted from a reactive HEALTH paradigm to a proactive WELLNESS culture

Then…

REACTIVE HEALTH “Do as I say!”

Condition management Externally measured Authoritative

Compliance Crisis Quick fixes Control Asceticism

Now…

PROACTIVE WELLNESS “Know thyself”

Preventative Internally validated Self-assessed Common sense Holistic Integrated Balanced

energy Fun and enjoyment


Trends tell the story of the search for higher quality real food experiences

In terms of generalized, food and beverage product-based behavior trends we find the following:

Trending Out Trending In

Mindless pursuit of “all things protein” Pursuit of “cleaner, humanely-sourced proteins”

Mindless reduction of “all things sugar” Pursuit of more natural sweeteners (e.g., maple syrup, stevia)

Medicinal and supplement usage Generalized eating for digestive health and reduced inflammation

Vitamins & antioxidants (A,C & E) Botanicals for flavor discovery and health benefits

“Miracle” diets and ____-free foods Celebration of food and eating culture

100 calorie packs Pursuit of nutrient density and avoiding empty calories

Gluten-free analogues Pursuit of heritage grains and food traditions with less gluten

Detox diets Better living through higher quality eating


78%

71%

71%

70%

69%

67%

65%

61%

53%

52%

52%

52%

80%

55%

77%

61%

62%

67%

44%

59%

40%

That are good for my heart

That are locally grown or produced

With added vitamins and minerals

That are minimally processed

That contain only ingredients I recognize

That help lower my cholesterol

With the shortest list of ingredients

Endorsed by health organizations I recognize

That are labeled "organic"

That are fair trade certified ^

That are non-GMO certified^

That are cooperatively produced ^

Shopping Behavior – I look for food and beverages…

2013

2007

V1. Please read each statement and indicate how well it describes your own behavior regarding shopping for food and beverages. – Net-Describes me well/Somewhat. Base: n=2551-2013; n=2978-2007. ^Not asked in 2007

How to Cue Higher Quality:

• Locally grown

• Minimally processed

• Recognizable ingredients

• Short ingredient lists

• Nutrient density over fortification

• Open production

• Producers, retailers, etc. have unbridled passion about food

Non-GMO certified is almost on par with organic

Consumers are making “fresh” judgments at shelf and at foodservice


Snacking has evolved from merely an incidental eating behavior to a purposeful, rich cultural practice

SNACKING TODAY has become much more purposeful

As a result, snacks are serving more intentional, specific roles in our food lives and food culture more broadly.

em

otio

na

l

snacking that fulfills

desire for variety,

comfort, distraction

cultu

ral

snacking that is

about discovery,

both intellectual and

entertainment

soci

al snacking that

facilitates gathering,

building relationships

ph

ysi

cal snacking that provides

sustenance, energy,

balanced nutrition 73% 36%

8% 23%


Consumers use alone eating to recharge and indulge in “me time”

Today, alone eating makes up 47% of all eating occasions

ALONE IN THE PAST… was predicated on a culture in which meals were the social and nutritional focal points in the day. Eating alone was symbolic of a more profound separation.

ALONE TODAY… is redefined. Perceived benefits include:

Emotional: Something that we often choose and enjoy doing; we connect with others in new ways. Behavioral: Eating alone can be fulfilling — a chance to enact values, explore and experience food.

Product Solutions for Alone Eating

(pre-)Portioned pre-measured, easily divided, or ideal for piecemeal use

Customizable ingredients, flavor and serving size can be tailored to individualized needs

Simple/supported remove some of the labor, ingredient prep or technical steps from cooking

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2

3


What’s trending in modern food culture TRENDING IN THE WHO, WHAT & WHY

Breakfast is back

Transparent protein sourcing

Rise of Seed Preservation

Sugar as the next tobacco

Flour omission

Whole grain rye

Cultured foods & beverages

Vegetables take center plate

Botanicals trumping OTCs

Natural called into question

Premium convenience

Hyper-regional inspires

Upgraded convenience

Nutrient-dense snacking

Umami over excess sodium

Insect cuisine

Cleaner candy

Edible food packaging

Global flavors and protein entice consumers back to category

Whole Foods raises the bar with 5-Step Animal Welfare Rating

Milling local grain for soil health, taste and better digestion

Excessive sugar intake linked to inflammation & disease

Taking gluten-free to the next level

Insoluble fiber better for blood sugar than wheat’s soluble fiber

Improved digestion & immunity from fermented foods

Not about eliminating meat, but letting plant-based foods shine

Believed to have fewer side effects than pharmaceuticals

GMOs to be labelled at specialty retailers by 2018

7-Eleven getting fresher by 2015

Oaxacan, Sichuan, as the new Mexican and Chinese

Walgreens’ UPMARKET: FRESH surprises and delights

NatureBox physically delivers nourishing snacks to your door

British Airways looks to shiitakes and dashi for healthful flavor

Sustainable protein at both upmarket & downmarket eateries

UNREAL shows legacy candy makers it can be done

Cutting waste with Modernist Cuisine principles


Thoughts on some future “big bets” in proactive wellness

• Quantified Self at Pharmacy- Theranos Laboratory will be performing blood tests on samples from a single drop, reducing lab costs and wait time with more conclusive results.

• Modern “Farmacy”- Bridge between general and complementary medicine with a focus on time-honored remedies. The Modern Farmacy points to opportunities in the growing sector where general and complementary medicine are currently underutilized in Mass Pharmacy and CPG.

• Social Wellness Projects - Consumers are now starting to experiment with new ways to learn, create, share, expand and change wellness through projects that transform communities (companies, neighborhoods, cities, populations, etc.). Examples include urban fruit tree foraging, the Common Acre Flight Path project and non-profit CPG companies (e.g., CORE Foods).

• Fresh Vegetable Prep- We anticipate forward-leaning retailers to house vegetable prep stations where customers can outsource the chopping of (e.g.) butternut squash, collards, kale and parsnips to spec by a culinary professional (or as partnership with local culinary school).

• Interactive Producer Narratives- Transparency becomes more prominent from grocery to HBA as consumers seek more info on sourcing and ethics. Small tablets are expected to play a role.

• Know the Progressive Consumer- Visionary food companies are not only passionate about food culture, they also understand the progressive consumer so they can authentically speak to the mainstream consumer aspirations.

THE HARTMAN GROUP, INC

3150 RICHARDS ROAD, STE 200 BELLEVUE, WA 98005

TEL (425) 452 0818 FAX (425) 452 9092

HARTMAN-GROUP.COM

our modern food culture and today’s consumer · 2014-11-11 · our modern food culture and...

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