Consumer Lifestyle Trends June 2014

8/9/2019 Consumer Lifestyle Trends June 2014

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June 2014 Update



The Consumer Lifestyles Trends programme is a foundation of knowledgethat allows the Irish Food and Drinks Industry to better predict and preparefor consumers’ future needs and wants.

Trends help companies be more outward-looking, future-focused andconsumer driven. Using Trends helps companies to anticipate change inconsumers’ lives and not just be responsive. Trends help organisations makesense of, and plan for, change and also act as a catalyst for new thoughtsand ideas.

Since the programme’s initial launch the trends have evolved; new themeshave emerged, some themes have become stronger and more widespread,and other themes have waned.

Attached in this report is the 2014 update. You will see that over the past 18months a number of sub-trends have changed or accelerated in importance.

If you have any questions you can contact [email protected]

About the Consumer Lifestyle Trends Programme

1

mailto:[email protected]




The updated Consumer Lifestyle Trends

“I am looking for products and brandsthat are real, authentic and honest,

because I know I can trust what's inthem and where they come from”

“I like to pursue better value, to helpmaintain my lifestyle and to get the

most from the money I have”

“I want a balanced approach to healthand wellness, to have greater control

through the choices I can make”

“I am mindful that I need to livemore responsibly; I want to make

better choices that make a differencewithout having to compromise”

“I want to get more enjoyment fromthe simple things in life; to have

experiences that add more fun andmeaning”

“I want to manage my busy life andmake sure that I am at my best for

whatever the day presents”

2



Table of Contents

3

Fluid Lives 4

Simple Pleasures 13

Responsible Living 24

Quest for Health and Wellness 30

Consumers in Control 40

Keeping it Real 50



“ want to manage my busy life and make sure

that I am at my best for whatever the day

presents”

4



• Fluid Lives remains a key trend as navigating

busy lives and complex choices remain asimportant as ever. People in the UK and Irelandcontinue to look for convenient solutions thatintegrate fluidly into their busy days.

• The increased adoption of digital technologiesand the growing data this generates, are bothremoving and adding complexity to people’slives. On the one hand, digital services allowgrowing convenience when people want it andwhere they want it. On the other, consumersincreasingly look for services that help themmanage the overwhelming information digitaldevices place at their finger tips.

• Health concerns and high levels of distrustagainst businesses are also raising the bar ofpeople’s expectations around what convenientfood and drink solutions should deliver. Britishand Irish consumers want simple and accessiblesolutions that don’t make them feel like they arecompromising on health and quality.

Convenience is as important as ever, with both on andoffline innovation raising the bar of consumerexpectations

58

6162 65

010

20

30

40

50

60

70

80

90

100

UK Ireland

2010 2013

More and more, I find I am

looking for ways to simplify my life

Agree

5



Increasing mobility

Peak performance

Managing your physical and mental performance

during the day

Guided choice

Ways to make good choices more quickly and

easily

Conveniently there

Improved convenience and portability

Simple by design

Solutions that reduce complexity and save time

Proliferation of new media and

telecommunications technology and

devices

Changing working patterns

Winding down

Slowing down and escaping to recharge the body

and mind

Continuing economic uncertainty

Drivers Sub-trends

The growing concern with health and

wellness

There are three key sub-trends that are

evolving the most dynamically

6



HOW IS THE SUB-TREND EVOLVING?Guided choice

Ways to make good choices more quickly and easily

The growing choice of products available and increased

access to product information through digital technologies

has become embedded in the way people interact with

products and services. In order to engage with informationoverloaded consumers, choice simplification and duration

increasingly need to be embedded in the way brands and

retailers interact with consumers.

FromLooking for help in collating and interpreting

information, and recommendations based on

personal characteristics

Vending machine that tells

you what the best drink is for

you, Japan

TowardsChoice simplification, personalisation and curation

are becoming an integral part of how consumers

expect to interact with brands and services

Store offer increasingly

matches the profile of

local shoppers, UK

7



SUB-TREND: Guided choice

Ways to make good choices more quickly and easily

Mass Personalisation, UK

Tesco Metro makes extensive use of

fine-tuned data to stock their stores

with brands that reflect with growing

precision the profile and needs of

the demographic in the store’s area.

As the number of new product

launches and items stockedbecomes overwhelming for

consumers, predictive data allows

Tesco Metro to present consumers

products they are most likely to buy

rather than overwhelming them with

too many options. Tesco Metro’s

across the UK have seen rising sales.

Optimised choices based on your

location, France

Carrefour in France launched an app, to

help consumers select wines, called

“Max the sommelier in your pocket.”

Customers have to enter the kind of

dishes they will eat and their budget.

The app will indicate the ideal food

and wine pairing according to theoptions available in the store where

you are. The app highlights that

retailers are working towards

simplifying complex choices,

integrating it with location based

information.

8



HOW IS THE SUB-TREND EVOLVING?Conveniently there

FromMore ubiquitous sources of access and rising use of

GPS to find what you need when you need it

TowardsPredicting people’s needs and offering solutions that

are tailor-made for them, exactly when they need it

Improved convenience and portability

As lives are becoming more mobile, people continue

to look for products and services that they can accesswhen and where they need them most. The

integration of mobile technologies into on-the-go

convenience is becoming increasingly sophisticated,with more and more services predicting people’sneeds and offering up solutions at the perfect time.

Pop up café takes

orders via mobile,

Ireland

Your dinner party is

ready by the time

you get home, UK

9





HOW IS THE SUB-TREND EVOLVING?Simple by design

FromDesign solutions that reduce complexity in cooking

processes and deliver convenient and healthy

nutrition

TowardsInnovative formats that enable quick food preparation

or on-the-go eating but also meet rising the demand

around health and nutrition

Solutions that reduce complexity and save time

without compromises

The desire for simpler solutions remains strong amongst

people who increasingly struggle to fit everything intotheir day. Consumers welcome innovative solutions that

reduce cooking or preparation time but meet their rising

expectations around the quality and healthiness of food

experiences

Lékué’s innovative

kitchenware enables fast

and healthy home cooking

and preserves nutrients,

Spain

Innovative formats that

are quick but feel natural,

UK

11



SUB-TREND: Simple by design

Solutions that reduce complexity and save time without

compromises

Flavour shots, UK Fruits in cube, Italy

Kent’s Kitchen’s

flavour shorts are

gel based flavourings, designed to

quickly season meals to make it feel

more home-made without too much

hassle. The innovative format targets

consumers who normally have

negative associations with ready

meal style cooking but need

convenient and quick solutions.

Noberasco launched “Fruttime”, a

snack which is based on pure dried

fruit, packaged in small cubes for

convenient snacking. The fruit cubes

don't stick and don't mess up hands

like real fruit or other snacks and

hence enable healthy eating in aconvenient format.

12



“I want to get more enjoyment from the simple

things in life; to have experiences that add more

fun and meaning”

13



• As people in the UK and Ireland come to terms that having

to be careful about their budgets is here to stay, they areshifting their attention from surviving to thriving. As a

result, giving these people immersive experiences that are

fun and exciting to share with others, is an increasingly

important way brands and retailers can create

differentiation in the crowded marketplace.

• Simple pleasures and affordable indulgences remain

important for people’s moments of escape. However, with

growing choice at consumers’ fingertips, the benchmark of

what will catch people’s attention is rising. This makes

experiences that are special on multiple fronts, whether

flavour, richness or packaging, increasingly important.

Simple pleasures maintain their importance in people’s lives from

playful escapes to the more sophisticated indulgences

87 87

0

20

40

60

80

100

UK Ireland

I am very/somewhat likely to treat

myself to indulgences in the next

12 months Agree

14




Co-creation

The enjoyment and fun of being part of the creative

process

Rich rewards

Indulgent experiences that offer respite and reward

Enhanced sensations

Desire for intensified sensory experiences

Seeking connections

Making, maintaining or deepening connections with

others

Fun and play

Enjoyment through play and novelty

Changing working patterns

Growing knowledge of the world’s

opportunities



devices

Passion and purpose

Experiences that introduce new meaning, purpose

and goals in life

Drivers Sub-trends

There are three key sub-trends that

are evolving the most dynamically

15



SUB TRENDS

16



HOW IS THE SUB-TREND EVOLVING?

Fun and play

Enjoyment through fun and play

As an antidote to life’s daily pressures, people arelooking for ways to incorporate lighthearted and easilyaccessible moments of fun into their day. Brands andretailers are increasingly recognising this need andcreating immersive experiences for people to drivedifferentiation in a crowded marketplace

FromFacilitating shared play or

integrating fun and play into thepackaging of everyday objects

Juice drinks double up as

building blocks for children

to promote family play

time, Mexico

TowardsUsing play and fun for immersive

experiences that driveengagement with brands and

retail environments

Rewarding pyjama party

participants with

vouchers, Spain

17



SUB-TREND: Fun and play

Enjoyment through fun and play

The lingerie store Women’s Secret

organized a series of “Pajama

Parties,” with activities like bed-

jumping and pillow-throwing, in

the middle of a Barcelona

shopping mall. Women were

invited to let off steam and gocrazy, jumping around on a giant

bed. Their effort was rewarded

with a series of gift vouchers

hidden in the floating balloons

above them.

Pyjama Party for

Vouchers, Spain

Killer Sandwiches,

Ireland

Killer Sandwich is a Dublin-based

start-up that brings an element of

fun to people’s Friday lunch. The

company announces a different

indulgent surprise sandwich each

Wednesday, to their followers on

Twitter. People have to sign upand collect their sandwich in a

café in central Dublin, making the

deliveries of this entirely online

business into an offline social

occasion before the weekend.

18





SUB-TREND: Seeking Connections

Creating opportunities to strengthen bonds with others

Coca Cola’s 2013 campaign

focused on the experience of

sharing and made this bond more

personal and impactful through

people being able to find a bottle

with their own names. Coke’s

Facebook page has grown by 870%since the campaign launch, it has

become the 23rd most-talked-

about Facebook page in the world,

highlighting how much the

campaign itself was shared online.

Share a Coke with.. Campaign,

Global

Pull your pints with friends, Ireland

The Baggot Inn in Dublin (Baggot

St.) offers tables that have a set

of taps that allow you to pour your

own pints of Guinness or

Carlsberg. Groups of friends do

not have to break up and queue

at the bar but can the play thebarman the whole night instead,

making this a fun shared

experience

20




Rich rewards

Indulgent and special experiences that offer

respite and reward

Through tough times small rewards have offered alift and distraction to the economic crisis. As peoplehave now adjusted to long-term control over theirbudgets they look for opportunities to thrive on whatthey have. People will be looking for increasinglyexciting forms of indulgence to make the most of

their opportunities.

FromRicher and more indulgent rewards that can

be shared or are accessible throughout the

day

Graham Beck Wines are

the little reward that

everyone should give

themselves, South Africa

TowardsPeople looking for increasingly sophisticated

and special escapes from budgeted living

Nip from the Hip produces

exquisite taste

combinations to make

home drinking more fun,

UK21



SUB-TREND: Rich rewards

Indulgent and special experiences that offer respite and reward

Nip from the Hip is a new alcohol

brand based on unique

combinations of traditional English

fruits (rhubarb vodka and

gooseberry gin). It appeals to

consumers on many aesthetic

fronts, including flavour andbeautiful packaging, highlighting

that despite constrained budgets

there is a strong desire for the

enhanced and for something extra.

Exquisite taste for home drinking,

UK

Handmade treats, Ireland

The Cocoa Atelier in Dublin

exclusively focuses on beautifully

handmade, perfectly packaged

products and impeccable window

displays creating an enhanced

sensation for the customer. This

underlines that although peoplecontrol carefully their essential

shopping there is a market for

treats that perform on specialty

and aeasthetics.

22



“I am mindful that I need to live more

responsibly; I want to make better choices that

make a difference without having to

compromise”

23



• Revelations of corporate misconduct continue to hit

headlines and travel through social networks faster than

ever. Despite the better economic outlook, many

consumers in the UK and Ireland still face financial

constraint, fuelling resentment against companies that

extract more than they add to the societies where they

operate.

• This context has a strong influence on the evolvingunderstanding of what consumers expect from

businesses. CSR initiatives designed to salvage

corporate reputation are no longer enough: There will be

growing expectation from companies to showcase that

they care about the impact of their operations and their

contribution to communities is an integral part of their

business, not just an afterthought.

As high levels of distrust embedded against business

42 44

47 47

43 41 38 38

0

10

20

30

40

50

60

70

80

90

UK 2012 UK 2013 Ireland

2012

Ireland

2013

A lot A little

A feel a lot/little anger over big

business maximising profit at the

expense of community and

consumers

24



Declining trust in governments and big

business

War on waste

Reducing the wasteful results of consumption

Fair treatment

Treating animals and people fairly in the production

process

Climate conscious

Protecting the world’s environment and biodiversity

Good causes

Supporting a worthy cause through purchase

choices

Conserving resources

Living in a world where resources are increasingly in

short supply

Growing awareness of environmental

and social issues


Growing impact of resource shortages

Drivers

Sub-trends

There are two key sub-trends that are


25




War on waste

Reducing the wasteful results of

consumption

Helping people reduce their personal food waste

remains an important trend but it is increasingly

shaped by the sharing economy. Various channels

are emerging to help both individuals andproducers reduce their surplus food by sharing it

with people who want it or need.

FromInnovation and packaging design that helps

prevent waste in the first place

TowardChannels are emerging to circulate surplus food

between people, avoiding waste through sharing

Smart fridge keeps food fresh

longer and tell consumers

which items are about to go

off, South Korea

Asda. Morrison’s and Mondelez are

supporting the UK’s first social

supermarket where people on low

incomes can buy surplus goods for

large discounts ,UK26



SUB-TREND: War on waste

educing the wasteful results of consumption

Social supermarket, UK

The Community Shop in Goldthorpe,

Yorkshire is a pioneering social

enterprise where people on low

incomes can get greatly discounted

access to the inevitable surplus

produce of producers and retailers

across the UK. Major brands,including Morrison’s, Asda, Tesco,

M&S, Mondelez and Tetley all supply

the supermarket, making sure that

food that would go to waste gets to

people who need it.

The sharing economy tackles food

waste, Germany

Foodsharing is a German mobile and

computer app that enables people to

share or exchange surplus food with

each other for free. People can

simply check on their app what is

available in their neighbourhood,

including cooked meals and connectwith each other. The app is one of

many initiatives around the globe

that shows that the sharing economy

is moving on from room rentals and

car sharing, to covering cheaper and

less wasteful access to food and

drink as well.

27




Good causes

Supporting worthy causes is embedded in

business operations

Growing scrutiny of business practices in the wake of tax

avoidance and food safety scandals, is driving the

expectation that contributing to society is not just an

afterthought but ingrained in the way businesses run.Communicating these efforts in a coherent way is also

becoming increasingly important to safeguard reputation

FromSupporting local businesses and integrating

local

producers into supply chains

SABMiller’s cassava beer

integrates the produce of

local subsistence farmers

into its supply chain,

Mozambique

TowardsAdding, not just extracting value, is

integrated in the way the business operates

Coca Cola creates new

channels for its products with

added social benefits,

South Africa

28



SUB-TREND: Good causes

Supporting worthy causes is embedded in business operations

Product channel with a purpose,

South Africa

Coca Cola established a pilot

scheme in South Africa to roll out

2000 Ekocenters across the country,

creating a channel for their products

while also making a social impact.

The Ekocenters are adapted shipping

containers with large solar energygenerators, where local retailers can

sell Coca Cola but also deliver clean

water, electricity and wireless

connectivity.

Repositioning with purpose,

Global

As part of its drive to bring

sustainable operations to the heart

of its business, Unilever launched

Project Sunlight, an overarching

brand story, which emphasises how

Unilever’s brands each contribute to

positive social and environmentaloutcomes, whether it is promoting

children’s health, women’s

confidence or families spending

more time together. All this under

the heritage umbrella of Sunlight,

the company’s soap brand that

brought accessible hygiene to the

masses in the 19th century.29



“I want a balanced approach to health and

wellness, to have greater control through the

choices I can make”

30



Media coverage as well as brands communications continue to

draw attention to importance of health and wellness. However,the rising presence of health and wellness related information,

fads, opinions and mixed messages is becoming overwhelming

and people in the UK and Ireland are looking for tangible and

personally relevant support to navigate it.

Organic, raw, natural, are all increasing their respective popularity

levels, although these terms are often confusing in marketingcommunications and not very transparent. There is growing

discussion of chemicals in day to day products, including food,

drink and cosmetics. This is driving growing consumer interest in

products that are natural, minimally processed and can

communicate these qualities in accessible and transparent

language.

Special dietary needs are no longer so special, as growing variety

of categories and brands are innovating in free-from ranges,

bringing these into the mainstream.

Being in control of health and wellness is a growing worry for people,

making transparent and tangible solutions increasingly important

50 50

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60

UK Ireland

2010 2013

I feel that I have control over my

health Agree

31



Increasing life expectancy

Finding balance

Looking for emotional and mental balance via

nutrition and lifestyle

Coping strategies

Using or excluding products in a response to modern

day ailments

Image control

Managing weight and external appearance

Good start

Ensuring children get the best start in life

Proactive prevention

Proactively defending the body against future disease

and illness through healthier choices

Scientific advances

Increasing availability of health

information

Growing pressure on healthcare

resources

Naturally good

Searching for the best from nature to improve health

Rising prevalence of lifestyle diseases

Drivers

Sub-trends



32



SUB TRENDS

33




Proactive prevention

Proactively defending the body against future

disease and illness through healthier choices

As people seek control of their long-term wellbeingthey look for preventative solutions to safeguard theirhealth. However, the diversity of options andconflicting information on health benefits is becomingincreasingly overwhelming, calling for more tangiblebenefits and concrete wellbeing support.

FromMore sophisticated solutions offering targeted health

benefits

Alzheimer's drink prevents

memory loss through

nutrients, US

TowardsMore tangible and concrete benefits that make

proactive prevention easier

Vitamin pouches tailored

to personal needs and

lifestyle, reducing the

complexity of choosing the

best health solution34



SUB-TREND: Proactive prevention

Proactively defending the body against future disease and illness through

healthier choices

Thrive Vitamins in the U.K. creates

personal 28-day vitamin plans

and sends daily pouches to

customers. These personal plans

are based on information

completed in an individual survey,

giving each consumer the vitamincombination that best suits

his/her health and lifestyle needs,

while taking away the difficulty of

making the healthiest choices

from the individual.

Personalised vitamins, UK Simplifying fitness information,

Global

Fitbit is a self-monitoring device that

measures various metrics of activity

and fitness (activity, calories, sleeping

patterns, nutrition). It allows users to

set their own goals and gives them

ongoing support and information

about what they need to do to achievetheir fitness goals. Instead of

overloading people with complex

information, the device focuses on

milestones, taking people on a step-by-

step fitness journey.

35




Naturally good

Searching for the best from nature to

improve health

Natural continues to hold strong appeal andremains a shortcut for healthy. Natural isincreasingly associated with lower processing,as consumers demand more transparencyabout ingredients in everyday items and theirimpact on their health.

FromBrands harness powerful natural ingredients

and diets of the past for use in their products

Seaweed sprinkles

naturally packed with a

essential vitamins and

minerals, US

TowardsNatural ingredients with transparency and

limited processing

Cold-pressed gluten and

dairy free snackbars with

simple list of raw

ingredients, UK

36



SUB-TREND: Naturally good

Searching for the best from nature to improve health

Nakd bars are raising the

benchmark of healthy snacking.

Many health bars in reality

contain sugary syrups, additives

and undergo high degrees of

processing. Nakd bars address

the growing consumer awarenesshealthy ingredients and simply

cold press a handful of raw and

clearly-communicated ingredients

into tasty, low-calorie, dairy-,and

gluten-free snacks.

Transparent and unprocessed

snacking, UK

Feed your skin naturally,

Ireland

Bia Beauty is an Irish cosmetic brand

based on all natural food ingredients.

The products contain nut and seed

oils, fruits, cocoa butter, avocado

butter as well as herbs, spices, some

of which are grown in the producer’s

garden. All emulsifiers andpreservatives in the products are

vegetable based, addressing the

growing consumer concern with

chemical ingredients.

37




Coping strategies

Using or excluding products in a response to modern

day ailments

People sensitive to allergies and intolerances are no longerthe preserve of those who are unable to consume standardproducts. Dairy-, and gluten-free have hit the mainstreamand are no longer limited to essentials (pasta, bread etc.) orpremium offerings but are extending to a broadening varietyof product choices.

FromGluten free becomes a lifestyle choice and

more premium and artisan brands routinely

offer these products

Tailor-made food to help you

cope with your environment,

Japan

TowardsFree-from propositions hit the mainstream

and extend to a broad range of products

Gluten-free beer, highlights

that brands are innovating

free-from products in a wide

range of categories, UK

38



SUB-TREND: Coping strategies

Using or excluding products in a response to modern day ailments

St Peter’s Beer targets hundreds

of thousands of people in the UK

who are affected by coeliac

disease. St Peter’s brews a G-Free

and Dark G-Free beer and created

a gluten free beer that would just

as tasty as one of their normalwheat or barley based

equivalents.

Gluten-free beer, UK Nobody is left out pizzeria, Ireland

An increasing number of restaurants

now include free-from alternatives on

their menus. Pizzerias used to be a no-

go zone for people with gluten-free

diets. Base pizzeria in Dublin now

offers gluten-free options so that

nobody is left out.

39



41

“I like to pursue better value, to help maintain my

lifestyle and to get the most from the money I

have”

40



42

As economic outlook starts to brighten consumers now feel

that the worst years of the recession are over. However, withsluggish wage growth and rising food prices; squeezed

budgets remain a reality for many and savvy shopping

behaviours are set to be further embedded in the coming

years. Consumers will continue to look for increasingly smart

tools to help them get better deals but also to navigate the

rising complexity of digital information available to them about

products and prices.

Consumers understand that budgeted living is here to stay,

however their focus is increasingly shifting from keeping up to

thriving in their new economic reality. This means that

products and services that give them access to special and

premium experiences for lower prices -allowing respite from

conscious spending- will gain growing appreciation.

As the economy settles, consumer focus is shifting from surviving,

to making the most of their budgets

4954

42 4239

42

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40

50

60

70

80

UK Ireland

2011 2012 2013

“I am very/fairly worried about keeping up with

the cost of living” Agree

65 6671 7375

71

0

10

20

30

40

50

60

70

80

UK Ireland2011 2012 2013

“It is extremely/very important to get the best

price on everything” Agree

41



Growing market competition and choice

Tangible benefits

Focusing on proof of real tangible benefits and

established quality

Expert status

Growth in pursuit of knowledge and discernment for

identity and status

The sharing economy

The growing tools to build on networks for better

deals

Counselled consumption

The rise of specialist advisers and peer reviews for

all consumption matters

Increasing availability of information



devices


Drivers Sub-trends

There are two key sub-trends that are evolving

the most dynamically and one new sub-trend

is emerging

Redefining value

The deepening desire for good value beyond price

alone

Exclusive choices

The demand for exclusivity and rarity

42



44

SUB-TRENDS

43



45


Counselled consumption

The rise of solutions that simplify counselled

decision making about the best deal

Digital devices have become increasinglyembedded in the purchase process, which is bothempowering and overwhelming for consumers.People will be looking for solutions that simplify therichness of information they can access and guideeach purchase decision.

FromReal time information and advice for a

broader range of consumption decisions

Real time ethical shopping

guidance, US

TowardsSimplified information that helps guide

purchase decisions

Craft beer app makes smart

recommendations based on

the preferences of the user

and their friends, US

44



46

SUB-TREND: Counselled consumption

The rise of solutions that simplify counselled decision making about the

best deal

Untappd is an app that connects beer

lovers with vendors. The app can make

smart recommendations based on the

user’s taste and those of their friends,

making the selection of what the best

choice is out of many small and nichebrands.

Smart recommendations, USA

Omnipresent ratings, UK

The Ocado app, which is a very popular

and highly efficient way to order your

online grocery delivery, now has an

equally efficient and useable rating and

review system, which allows shoppers

to make counselled choices on-the-goof even the most granular shopping

items, such as a pack of tomatoes.

45



47


Expert status

Growth in the pursuit of knowledge and

discernment for identity and status

Expert knowledge about a subject of interestcontinues to be important to people as it has replacedmaterial markers of accomplishment in a moremodest economic environment. Showcasing expertisearound food and drink is one area that is gaininggrowing importance in people’s lives, especially ashome entertainment continues to thrive, opening up

opportunities for brands to help people achieve theirexpert status.

FromShowcasing expert status or even monetising

expertise

Independent beauty blogger

becomes spokesperson for

global brand and launches

own line of products, US

TowardsFood and drink innovation increasingly helps

people showcase expertise

Bartender in a pouch

helps people entertain

with professional quality

cocktails,

UK

46



48

SUB-TREND: Expert status

Growth in pursuit of knowledge and discernment for identity and status

Funkin, is an example of the rise in

products that allow you to create

professional quality cocktails in your

own home. While time and money

constraints may mean that a cocktail

making course or wine-tasting is off themenu for many, showcasing expertise

with good quality food and drink at

home has growing appeal.

Bartender in a pouch, UK

Foodie Game, Ireland

Smorgasboard is a new Irish board

game, which revolves around the

players trying to graduate from a

culinary academy and all questions and

challenges, test their food knowledge. It

is a good example of trend around thegrowing passion about culinary

knowledge and engagement with food

and drink in a deeper way.

47



49


The sharing economy

The rise of solutions that help people draw

on their networks for the best deals

The recession has strengthened the value peopleplace on social connections, which has been furthersupported by the rising importance of socialnetworks. Brands and retailers are tapping intothese social behaviours, encouraging people toengage their networks for better deals.

TowardsSolutions that help people get better deals

through their networks

The more credit you

use, the more

discounts people in

your network get ,UK

FromIndividual deal-seekers tapping into peer

recommendations

handsup.cn aims to hand power over to

customers by asking them to recommend

products they want to buy, as well as the

price tag, China

48



50

SUB-TREND: The shared economy

The rise of solutions that help people draw on their networks for the best

deals

Networks with reciprocal benefits,

UK

Referred discounts, UK

Giff Gaff, is a new mobile platform

where people need to invite their

friends to become Giff Gaff members.

The more credit you use through giff

gaff the more discounts people in your

network will gain, making mutualsupport a condition for great deals

The rise in online retailing has also

seen the expansion of deals that

encourage people to invite others in

their networks for discounts and

benefits. UK retailers, Waitrose and

Ocado now both offer generousdiscounts to people who can refer

peers to shopping on their platforms.

49



51

“I am looking for products and brands that are

real, authentic and honest, because I know I can

trust what's in them and where they come from”

50

Shifting expectations of brand behaviour and the search for credible



52

The worst levels of recessionary consumer scepticism

might slowly start to fade in the UK and Ireland, butgaining and preserving consumer trust will remain apriority for brands. Networked consumers find out aboutthe latest corporate or food safety scandals as fast asever, shaking fragile trust across entire categories or evenindustries. The tax avoidance and banking scandals of thepast years in the UK, demonstrate clearly how this candrive up public distrust to exceptionally high levels. Brandsthat showcase high levels of transparency and take trust

to the core of their identity, will be much more resilient tothis volatile environment and connect better with theirconsumers.

The consumer need for transparency and trust continue toraise the currency of authenticity for brands. With thebroader cultural shift towards wanting to explore localtraditions and expertise- from national to the hyper local-

tradition and provenance remain key elements for strongbrand stories. However, as more and more businessesreach for these tools, brands that can create trulyimmersive and credible stories are the ones that can drivereal differentiation.

anchors of trust, have turned Keeping it Real into a key dynamic for

brands

70 7381

69

0

20

40

60

80

100

UK Ireland

2009 2013

If an opportunity arises, most businesses will take

advantage of the public if they feel they are not

likely to be found out Agree

36

4944

48

0

20

40

60

80

100

UK Ireland

2012 2013

It is extremely/very important to preserve my

family’s traditions

Agree

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53

Rising consumer curiosity and desire for

transparency

Celebrating tradition:

Taking the best of tradition and heritage to meet

modern tastes

Passion for place:

Growing interest in origin as a mark of quality and

authenticity

Craftsmanship:

Rising interest in the people and artisan skills

behind products

Behind the scenes:

Transparency as a mark of quality and trust

Back to basics:

Adopting traditional approaches and skills to meet

today’s needs


Declining trust in governments and big

business

Increasing availability of information

Embracing the seasons:

Growing interest in consuming seasonal produce

Drivers

Sub-trends



52



54

SUB TRENDS

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55


Behind the scenes


People are putting brands under greater scrutiny and nowdemand comprehensive transparency from the companiesthat they buy from. However, consumers also live in a worldwith rising availability of product and service informationcompeting for their headspace. As a result, transparencystories that are able to immerse and connect, not justfactually inform, are becoming increasingly important.

FromTransparency tied to real benefits

Nissin food opens noodle

museum to showcase its

production methods, Japan

TowardsReassurance through immersive and

emotional stories

Immersive traceability

app, Australia

54



56

SUB-TREND: Behind the scenes


Track my Macca, Australia

McDonald’s Australia’s ‘Track My

Macca’ app uses visually engaging

GPS technology, allowing

consumers to find out with their

phone information about the

farmer who grew the key

ingredients of the exact meal they

are having. Although the app gives

precise information about the

farmers, it does so through

immersive and personalised

storytelling rather than simply

providing facts consumers don’t

always engage with.

Trust through personal connection,

UK

Cook is a high-end frozen ready

meal company, which displays the

name of the chef who prepared

each meal on its packaging. This

simple gesture and the very high

quality of the food give the brand

the feeling of being prepared by a

friendly relative, rather than a

faceless company. The powerful

brand story of trust and

transparency helps to build

resilience in a category that has

had many trust challenges in the

recent past.

55



57


Celebrating tradition

Taking the best of tradition and heritage to meet modern

tastes

The growing interest and confidence in what national or localtraditions have to offer, is driving increased consumer excitement

about products and services that until the recent past would not havebeen deemed aspirational or considered of lower quality than global

alternatives. Formerly overlooked traditions are becoming increasinglyhip and a way for brands to build genuine connections with people.

FromReviving traditional products and processes

for discerning and leading edge audiences

Morro Fi bar revives the

tradition of the pre-dinner

vermouth, Spain

TowardsStretching the exploration of tradition and

reinventing overlooked and formerly

unfashionable traditions

Reinventing the value of

culinary traditions that

have fallen out of fashion,

Ireland

56



58

SUB-TREND: Celebrating tradition

Taking the best of tradition and heritage to meet modern tastes

Reinventing overlooked traditions,

Ireland

Super Miss Sue is a new

restaurant in Dublin that serves

basic Irish seafood classics in a

contemporary gin bar

environment. It is part of the trend

of more fish restaurants and

stores opening up in Ireland,

offering cheaper fish like skate,

ray and mackerel – fish that are

widely available off the Irish coast

and inexpensive but previously

deemed unfashionable.

Re-evaluating historical traditions,

UK

East India Tea Company has

refreshed its brand, engaging

customers in rich brand stories

about the company’s 400 years of

history. While in the past there

would have been a degree of

discomfort about some aspects of

the company’s history, the brand

has been able revive its heritage

of pioneering and exploration,

bringing the best of East and West

to consumers.

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59


Passion for place

Growing interest in origin as a mark of quality and

authenticity

Consumers continue to explore the unique properties offoods from different regions, however, brands are alsoincreasingly celebrating specific locations of production inthemselves. The rising status of artisanal production andstart-up culture are leading to specific locations ofproduction, gaining a growing role in enriching brand stories.

FromImportance of certified status and origin

ensuring unique and distinctive qualities

in products

Piacentinu Ennese cheese is 1000th

product to receive EU DOP

protection for unique origin and

attributes, Italy

TowardsBusinesses are increasingly enriching

their brand identity with highly specific

locations

Neighbourhood

brewery scene, UK

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60

SUB-TREND: Passion for place

Growing interest in origin as a mark of quality and authenticity

Neighbourhood brewing, UK

Local neighbourhoods are gaining

increasing presence in the

branding of London’s vibrant and

growing local brewery scene.

Recent start-ups, such as The

Hackney Brewery, or the especially

successful Camden Town Brewery

carry their edgy urban

manufacturing locations with

pride, as they bring back

production to areas that industry

had long left.

Reviving urban whiskey brewing,

Ireland

The Dublin Whiskey Company has

decided to revive Dublin’s old

distiller district, as local

manufacturing becomes

increasingly fashionable again.

The last time Dublin opened a

purpose built distillery was 125

years ago and the brand now

builds on this old local heritage

with a modern touch.

59



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Growing the success of Irish food & horticulture



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Consumer Lifestyle Trends June 2014

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