The Resurgence of Good Food. By Pamela Clark Food and Editorial director of The Australian Women s Weekly Cookbooks

Transcription

1 The Resurgence of Good Food By Pamela Clark Food and Editorial director of The Australian Women s Weekly Cookbooks

2 FOOD COMMUNITIES VEGETABLES TAKE CENTRE STAGE GLOBAL FLAVOURS FOOD EXPERIENCE AND THEATRE ORGANIC & UNPROCESSED HITS MAINSTREAM CONVENIENCE STILL REIGNS THE QUEST FOR FOOD VALUE ESCALATES

3 FOOD CONSCIOUSNESS Educated and better informed People are far more food conscious. They re conscious of what is in the food they eat, how it is manufactured, and how it is regarded. Alex Steed, blogger at Millennials Changing America.

4 FOOD VALUE The quest escalates as prices hit record highs Food prices are forecasted to reach record highs in 2013 with skyrocketing agricultural commodity prices causing the world to re enter a period of agflation. Value (without compromising on the quality of recipes and produce) will continue to be an important element in choosing what to cook. Almost 45% sought out cheaper food alternatives. Over 50% of Australians feel that record high food prices is the most important story in food for % of Australians are more conscious of saving.

5 BACK TO BASICS: Vegetables take centre stage Aussie consumers will go back to basics in the kitchen, breathing new life into staple ingredients. Vegetables will become the centre piece of Aussie meals. Rising meat costs are contributing to vegetables taking centre stage, and more families are growing some of their own vegetables and herbs. The domestic per capita consumption of fresh fruit and vegetables is forecast to increase over the next five years. Processed fruit and vegetables are expected to follow suit. For example, consumers will demand convenience foods and this will result in increased demand for prepared fresh products, such as diced vegetables. 1 in 7 women have mostly vegetarian diets. 52% are eating less red meat these days.

6 ORGANIC & UNPROCESSED The trend hits mainstream Australians, more than ever, appreciate and understand the importance of eating healthily. When it comes to food, there is an increasing backlash against additives and artificial ingredients. They understand the need to eat healthily (even if they don t always do so). The perception is, the more natural and unprocessed a food is, the more healthy it s likely to be. Australian consumers are turning to organic produce thanks to higher disposable incomes, a growing environmental awareness and an increase in the range of organic produce available. Over 1 in 4 women buy organic food whenever they can. 57% of women won t buy genetically modified food if they can help it. 55% of women avoid processed food whenever they can. 57% of of women say preservatives in in food concern them.

7 FOOD EXPERIENCES & THEATRE Eating is now about the experience just as much as the food. Even when dining out, shopping at the markets or artisan style grocers, we know that the atmosphere and experience can be just as important as the food itself. Even mass retail giants Coles and Woolworths have recognised this with their implementation of delis and sushi chefs! 85% like to entertain at home. The same applies at home. Across demographic groups, people are likely to be entertaining at home driven by factors such as life stage, cost savings, increased interest in cooking and pride in their home. Entertaining at home is also considered to be a good way to spend more quality time with close friends. In an effort to create more meaningful experiences, a new conviviality and resourcefulness has emerged, as consumers seek to cut costs and create friendlier moments by dining in. Technology is facilitating this shift, as consumers use social networks to connect with fellow foodies as well as documenting and sharing these experiences online.

8 GLOBAL FLAVOURS Home cooks will take a more borderless approach to food preparation in Aussie kitchens will trend toward a cooking style that combines ethnic flavours and ingredients from around the world. In the coming year, global flavour pairings from the Americas and Korea, in particular, will explore unexpected combinations and unique regional cuisines. This is the decade of trading recipes and cooking ideas, fusing flavours from different cuisines together. Target this trend with products and services that help consumers to cross cultural borders in the kitchen. 66 % are being more Interested in finding new... Foods to eat at home Ways to save money TV shows Ways to make money Holiday Places Ways to relax Ways to Lose Weight Entertain Children Ways to Save Water Ways to save time Discount Stores Meeting people Places To Shop adventurous with food % (2012)

9 FOOD COMMUNITIES Consumers use social media and apps to connect with food brands and with each other. We are organically connecting with each other over the internet, creating dishes and sharing the personal story behind them. There is opportunity to engage these consumers in a dialogue to create food communities and collective brand experiences. Facebook s users are not its customers they are its product. Eve Maler, Forrester Research.

10 CONVENIENCE STILL REIGNS For everyday occasions As all generations feel the quickening pace of life, so all will continue to appreciate recipes, ideas and anything that helps make food convenient. We continue to be time poor. Generation Y in particular are pressed for time with four in ten of year olds feeling that their daily responsibilities are so overwhelming that they are forced to eat out or order food to take away. Convenience still reigns! Generation Y use pre packaged items to make dinner more than any other group, meaning that they expect these to be gourmet and ethnic, to reflect their tastes. We are seeing greater adoption of social media and apps because of the time saving qualities that apps can provide. Apps, and advances in the way that the consumer interacts with food brands to save time, will be a hit. Gen Y are using their weekends to cook for the week making it a more leisurely experience

11 SIX POINTS TO REMEMBER Tell a story through Revivalism. Consumers want their food to tell them a story. Emphasise brand heritage and expertise. Leverage revived recipes, stories, local ingredients or experiences to create a connection with consumers. Educate the Consumer. Brands are adding value to their food by educating the consumer. What can your brand do to educate consumers? Challenge the Consumer. Innovative recipes and visuals will offer consumers experiences that challenge their expectations (e.g. recipe twists, featured cuisines, varying recipe difficulties, presentation ideas, etc.). Celebrate Food. People are hungry for real nourishment. People are more aware of food, food s role in society, the importance of food quality, and of recovering the conviviality of the past. Celebrate this. Be Transparent. In a period of uncertainty, consumers want greater control over their food and what they re consuming. Provide as much information about each recipe, options/ alternatives and diversity. Convenience is still king. As all generations feel the quickening pace of life, so all will continue to appreciate anything that helps make their food convenient, particularly for everyday recipes.

12 A FINAL NOTE Consumers need their food not just to suit their lifestyles, but also to match up with their ethics, to improve their health and to satisfy their curiosity, as well as to offer value for money in economically uncertain times SOURCES: S10, 2012, Nielsen CMV // Roy Morgan, December 2012 // LS:N Global Trend Watching // Good Food Trends 2013