FOOD INNOVATION TRENDS AND CROSSWISE ANALYSIS OF SUPPLY AND DEMAND

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1 FOOD INNOVATION TRENDS AND CROSSWISE ANALYSIS OF SUPPLY AND DEMAND OCTOBER 2012 TNS et XTC rappellent qu aucune publication totale ou partielletns and XTC would like to reiterate that no full or partial publication is permitted without prior approval. 1

2 THE XTC TREND TREE TRENDS AXIS CONSUMER XTC segments the "product" responses of manufacturers according to 5 trend axes corresponding to the consumer's general expectations: PLEASURE: that which creates desire, often charged with emotional values HEALTH: beneficial health effects and risk prevention PHYSICAL: caring about one's appearance, body and min CONVENIENCE: effective in using and adapting to new lifestyles ETHICS: solidarity, caring about others and the environment 2

3 CHANGES OVER TIME INNOVATION TRENDS AROUND THE WORLD Pleasure trends are among those most widely represented in innovations worldwide. The Variety of Senses and Sophistication trends are fuelling the dynamics of innovation with products leveraging flavors, textures, sophisticated recipes, etc. These are followed by the Natural and Medical health trends, with their concrete benefits and transparency with respect to product make-up. Convenience plays on the ease of handling/using the product, minimizing the number of steps, etc. As eating behaviors change, meals become unstructured and new food moments arise, manufacturers are noticeably and increasingly delivering solutions focusing on product handling. The physical values Energy/Well-being and Slimness, although in the minority, need to be monitored closely. 3

4 A WHOLE WORLD ON OUR PLATES The French and the Germans are fond of a convivial atmosphere; the British, Spanish and Americans trust their food products; and the Chinese are keen to eat cheaply. Food 360, A TNS* survey, plots a world food map that is diverse, varied and produces many surprises. In this era of globalisation and the ensuing uniform lifestyles, food is viewed in different ways depending on the country. Pleasure is essential in France and Germany whereas it is a necessity in the USA and Russia. Indeed, 60% of interviewees in France, Germany and China support the statement eating well means procuring pleasure, whereas only one American in two agrees with this statement. Conversely, there is a consensus on eating well means eating a healthy and well-balanced diet. This view is relatively uniform in all countries (some 60%), except for China, where these two concepts take on even more importance (84% and 72% respectively). The same is true of food as a means of preventing health problems: a low rating in most countries (13% on average), slightly higher in China (20%) and Spain (almost 20%). In France, Germany, Spain and Russia, eating well is also associated with variety for 6 consumers in 10, although not so much the case in Great Britain (42%) and, above all, the USA (28%) and China (33%). The concept of conviviality associated with eating well takes on its full meaning in France, Germany and China (for approximately 60% of interviewees), but is not true of the Anglo-American countries and Russia (less than one-third of individuals). More surprising still is that only French and German consumers are inspired by the altruistic view of food ( giving pleasure to others )! * For each country: a representative sample (in terms of sex, age, region and socio-economic category) of 1,000 individuals aged 18 and above (except China: 18-55), is used according to the quota method. Environment taken into account: France, Spain, Germany, Great Britain and USA: nationwide; Russia: towns with more than 100,000 inhabitants; China: populations of Tier 1/2/3 towns. Interviews were conducted online in June

5 A WHOLE WORLD ON OUR PLATES Characteristic of China is that eating well means eating cheaply for 4 individuals in 10 (compared with 1 in 5 for the other countries). This concept ranks in the Top 5 items associated with eating well in the country! Consumers show relatively high confidence in food products (84%) overall. Nonetheless, there are wide differences according to the country: more than 90% of the Spanish, British and American sample populations state that they trust their food, a figure that remains high in both France and Germany (85%) and China (80%) but falls to 64% in Russia. It is also important to emphasise that 35% of Russians and 50% of Chinese state that their trust in food products has diminished. This figure stands at 33% in Germany and France, thus proving that although still strong, their confidence has nevertheless dwindled in time. This fragile confidence drives consumers to seek reassurance on the basis of tangible proof such as intrinsic product characteristics: composition (55%), origin/place of manufacture (46%) and information on the packaging (45%). Some 40% of individuals are also concerned about product appearance, place of purchase and the presence of a quality label. This last argument takes on its full meaning in France and in China. The surprise probably comes from the fact that the brand, as an item of reassurance, is quoted by only 36% of consumers in all countries combined. Although brands are still very popular in the USA, Great Britain and China, they are quoted least often in Russia, Germany and France. 5

6 DEMAND TRENDS VERSUS SUPPLY TRENDS Interest level superior to the country mean Interest level comparable to the country mean Interest level inferior to the country mean 6

7 DEMAND TRENDS VERSUS SUPPLY TRENDS Pascale Grelot-Girard, Director of the TNS Consumer Department Pleasure but also small pleasures Pleasure trends represent 52.5% of food innovations and mainly revolve around sophistication and the variety of sensations. Consumers express a high level of interest in new products associated with sophistication (small pleasures, authenticity, terroir), notably in France, Germany, Russia and China. Conversely, they find it more difficult to go for new products that provide new sensations (diverse tastes, flavours, textures and colours) or enable them to be creative when cooking; these lines of innovation are more closely related to the marketing aspects of the offer. Xavier Terlet, Chairman of XTC World Innovation Pleasure, not luxury! The pleasure offering is very important and generates strong consumer demand. But do manufacturers use the appropriate drivers? It appears that the demand revolves primarily around small pleasures in which we can indulge, involving product authenticity rather than its creative, fun or top-of the-range aspects. This is true of almost all the countries researched, which makes us wonder how relevant is the top-of-the-range and even luxury image of French food in the export markets. 7

8 DEMAND TRENDS VERSUS SUPPLY TRENDS Pascale Grelot-Girard, Director of the TNS Consumer Department Xavier Terlet, Chairman of XTC World Innovation Natural, medical, and plant aspects: still great expectations Trends involving the natural, medical and plant aspects form the second part of the food innovation offer (22.1%). These themes arouse much interest from consumers. New products developed on the themes of natural promises, preservation properties, simplicity and enhancement of origins are clearly in demand, regardless of the country. The medical theme is of great interest in all countries, but primarily for products to preserve/strengthen health or containing no ingredients likely to cause allergies or food intolerance; the curative approach creates more interest in the Anglo-American countries and Russia. The plant aspect is still limited in terms of innovations, despite high interest. Not just organic foods in demand Naturalness produces considerable demand. In terms of offer, the response is concentrated in an organic ghetto. It is obvious that consumers want products that are not just organic but have other characteristics such as natural ingredients, and simple preservation processes and recipes. Prevention is better than cure Health demands as regards foods clearly depend on the geographical region. Although prevention is a shared value in all the countries researched, it is evident that curative properties are stipulated in the Anglo-American countries and in Russia. Allergy sufferers expectations Consumers who suffer from allergies have real food demands in certain countries whereas the offer is very limited. 8

9 DEMAND TRENDS VERSUS SUPPLY TRENDS Pascale Grelot-Girard, Director of the TNS Consumer Department Xavier Terlet, Chairman of XTC World Innovation Convenience: basic expectations The practical aspects (easy to handle, time-saving, suitable for on-the-go consumption) represent 15.6% of food innovations. Nonetheless, these themes raise medium or low levels of interest with consumers. Convenience is a basic demand for consumers who probably find it harder to anticipate this type of innovation. Well-being no longer raises interest Innovation in well-being (dieting, energy, fitness, beauty) is in the minority, bringing medium- or low-level interest. Little demand from consumers? Or the result of a disappointing offering? Ethics, an open field of innovation Innovation in the ethical domain (environmental values, solidarity) is currently the lowest in spite of consumer interest. This theme is of interest, subject to the appropriate products being made available Few demands for on-the-go and rapid foods Overall, the consumer takes convenience for granted. Clearly, rapid and on-the-go consumption, levers often used by manufacturers, are not well-expressed demands. Cosmetofood, a fantasy The cosmetic foods popular in the media are inversely proportionate to the weight of the innovative offering. This is indeed very weak, thus demonstrating the inexistent consumer demand in all the countries in the survey. Ethics: the right drivers Although there seems to be real demand, ethics is an avenue little explored by food manufacturers. There is undoubtedly potential for food innovation here. But these concepts are still very vague for the consumer and we cannot yet identify what drivers will make them attractive. However, we can see that the environment (less packaging, no waste) is seen as an important issue in Europe and, surprisingly, in China. We can also see that the responsible and environmental aspects of local purchasing (less transport) are truly in demand in contrast to fair-trade, which is not a clearly expressed wish in the countries researched, except in Germany. 9

10 THE 12 BIG TRENDS 2012 BOUND TO DEFINE TOMORROW S FOOD PRODUCTS 10

11 PLEASURE SIAL - XTC TREND 1 CHEAP & SMART Clever Discount Ultra basic products that are cheap but gratifying TNS INSIGHT Looking for the lowest price among certain food products is widespread for more than half of the consumers, more so in France and in Russia (55% and 59%) ADELIE LES MINIS Délices du Valplessis (pôle Ind. Mousquetaires) Country: France 11

12 PLEASURE SIAL - XTC TREND 2 DAILY LUXURY Small daily luxuries More attractive and personal products that provide services and benefits that justify their higher prices.. TNS INSIGHT Some 8 consumers out of 10 occasionally indulge in small luxury foods for moments of pure pleasure CHARLES & ALICE POMMES & CARAMEL Charles & Alice Country: France 12

13 PLEASURE SIAL - XTC TREND 3 YES I COOK I made it myself We have moved on from make it for me on to help me to prepare it well. In terms of product offer, that makes all the difference! TNS INSIGHT Some 60% of consumers state that they like cooking Cooking is a potentially cost saving activity for more than 75% of consumers For 80% of consumers, cooking means mastering product quality better, with very high rates for all countries GOULIBEUR KIT A TARTE Goulibeur Country: France 13

14 PLEASURE SIAL - XTC TREND 4 FOOD & MOOD Attractive and good More than ever, meals are growing from a simple, functional act (the need to eat) into a moment of well-being (in the literal sense) even if mealtimes have become shorter. It has become a matter of making meals special, a complete experience, to delight all our senses as much as possible. MINI OLIVA VINAIGRETTE POUR SALADE Alcala Oliva S.A Country: Spain 14

15 NATURE - HEALTH - WELL-BEING SIAL - XTC TREND 5 VIRTUOUS SIMPLICITY The virtues of simplicity Neo-simplicity focuses on naturalness and purity, highlighting pure products with sleek designs, few ingredients used and no superfluous additives.. TNS INSIGHT Simplicity is important for 69% to 87% of individuals, depending on the country Two-thirds of consumers want simplicity to find the real taste of the foodstuffs Simplicity means being certain that food products do not contain any suspect ingredients NOBERASCO FRUTTIME Noberasco Country: Italy 15

16 NATURE - HEALTH - WELL-BEING SIAL - XTC TREND 6 RESPECT FOR NATURE Let nature do its job Everyone is looking for a way to reinstate confidence in food with foodstuffs that have simply taken the time to be more natural. TNS INSIGHT 6 consumers out of 10 state that they prefer food products with no colouring, preservatives and that are 100% natural HENRI RAFFIN SAUCISSON SEC SUPÉRIEUR AU JAMBON Henri Raffin Country: France 16

17 NATURE - HEALTH - WELL-BEING SIAL - XTC TREND 7 TOTAL TRUST 100% confidence Over and above understanding the products, it is a matter of creating a relationship of trust. TNS INSIGHT Approximately one-third of French, German and Russian consumers, and 50% of Chinese consumers have less confidence than previously in food products compared with only 5% of the British and 11% of the American sample populations PERL AMANDE Perlamande Country: France 17

18 CONVENIENCE SIAL - XTC TREND 8 MOVING TARGET Markets that change People at opposite ends of the age spectrum, young and old alike, will sustainably model our societies and our food in the future.. TNS INSIGHT Adapting food products (and packaging) to certain targets is considered of interest to some two-thirds of consumers. VRAI MON POCKET BIO Triballat Noyal Country: France 18

19 CONVENIENCE SIAL - XTC TREND 9 COUNTRY URBANITES Rururban populations Today s rural populations are urban too; and the opposite will probably be true tomorrow. TUBER & TUBERCULES Ferme truffière de Navi Country: France 19

20 ETHICS & CULTURE SIAL - XTC TREND 10 FOOD WITH A CONSCIENCE Good conscience Over and above the basic need to eat, our food choices are mainly guided by pleasure. For this situation to continue, consumers want to be certain that their pleasure is not causing harm to the environment. TNS INSIGHT Eating while respecting the environment and natural resources is of great interest in France (76%) and Spain (78%) but, above all, in China where some 9 consumers in 10 demand environmentally friendly food products. The least concerned are the British (65%) and the Americans (59%). LA POTAGÈRE MA SOUPE 100% FRANCE TOMATES, COURGETTES & JAMBON DE BAYONNE Still Country: France 20

21 ETHICS & CULTURE SIAL - XTC TREND 11 HUMAN & LOCAL Proximity with a human face A threefold opportunity for brand communication: emotion, activism and eco-responsibility, drivers that are all the more powerful when used together.. TNS INSIGHT Local and regional products arouse considerable interest (for 7 consumers in 10), notably in France, Germany, Russia and China. ARMORIC EN DIRECT DES PORTS BRETONS MERLU FUMÉ Meralliance Country: France 21

22 ETHICS & CULTURE SIAL - XTC TREND 12 MY FOOD Culture and identity In addition the religious component, ethnic foods will no doubt develop around the notion of identity in the future. TNS INSIGHT Products with unique/inimitable characteristics due to their geographical origins provide an interesting avenue for innovation for 82% of the French compared with only 56% of the British and 50% of the American interviewees. TERROIRS D ICI & D AILLEURS MOUSSELINE DE SAUMON AUX 2 QUINOAS Sageco Country: France 22

23 TREND FORECASTING & EMERGENCE SIAL - XTC TREND LIVING FOOD Life itself People do not want to transform but to grasp what escapes them most: life itself. FOOD-BULDING Constructivism Tomorrow or soon after, consumers will even create their own food by assembling and re-creating, taking inspiration from nature. 23

24 KEEP IN TOUCH Pascale GRELOT-GIRARD Director of the TNS Consumer Department Xavier TERLET Chairman of XTC World Innovation + 33 (0) pascale.grelot-girard@tns-sofres.com +33 (0) xterlet@xtcworldinnovation.com

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