the digital consumer of the future...the digital consumer of the future jarrod payne . account...
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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
Private and Confidental 3
H O W W E M A K E
~ food ~ DECISIONS
Private and Confidental 4
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
Private and Confidental 10
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
Private and Confidental 16
~ H O W W E ~
FOOD p r e p a r e
Private and Confidental 17
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