Consumer Communication and Good for you Foods JOANNE LABRECQUE, MBA, PH.D. HEC MONTRÉAL MATHIEU CHARRON, COLLABORATOR

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1 Consumer Communication and Good for you Foods JOANNE LABRECQUE, MBA, PH.D. HEC MONTRÉAL MATHIEU CHARRON, COLLABORATOR

2 Changing era

3 2000 : Outstanding Success Boomers are years old Milk: The White Album C est la vie (S. Adamo) Non je ne regrette rien (Piaf) La Mer (C. Trénet) Pour un flirt (M. Delpech) Maman la plus belle du monde (L. Marianno) Et si t existait pas (Joe Dassin) J attendrai (Dalida) Je reviens te chercher (G. Bécaud) J ai rencontré l homme de ma vie (D. Dufresne) Pour vivre ensemble (Frida Bocara)

4 Targeting different generations of customers

5 2013 generations % % % % % Early boomers Jones Generation Generation X Generation Y Generation C -Z ecommercemag.fr

6 The milleniums Strong core values and new ways of communicating Sharing personal opinions Other people s opinions acknowledment Social Responsability

7 2013 Economy: Economic uncertainty U.S. slow economical growth European crisis China holding U.S. debt Quebec s debt concerns

8 Canadians concerns in 2012 Economy Debt Food prices Health Nielsen, % of food purchases through discount stores

9 Price and menu solutions Soscuisine.com

10 Communicate your added value Price Added value

11 Added value ultimayog.ca

12 Added value

13 2013 Technology Ubiquitous Information in real time Social media Mobility Smart Phone IPad Showrooming

14 JoAnne Labrecque

15 Google Glass

16 Trends setters Rozanne Gold, U.S. Consultant and Award-winning Chef New York Times Best Sellers List «Radically Simple» Nigella Lawson, UK Luscious cooking Entertainment in its purest form Paula Deen, U.S. «Comfort food» «Best dishes from my kitchen to yours»

17 Trends setters Dr Oz Your daily medical consultation and reality check Gwyneth Paltrow The Goop Sharing the lifestyle of celebrities

18 Trends setters

19 2013 Environnement Global warming Shrinking Sea Ice Food safety Drinking water

20 2013 Social Responsability Engagement Animal welfare Vegetarianism and veganism Organic Buying local

21 2013 Social Responsability Danone : Breakfast clubs Cadbury : The Bicycle Factory Metro : Metro Green Apple RBC : RBC Bleu Water

22 Buying local and social responsability JoAnne Labrecque

23 La parole au citoyen Banane Dôle Partagez vos réactions sur Facebook : IGA: e Equicosta: Écrivez un courriel : IGA: oindre/ Equicosta: Ask for Fairtrade bananas at your local grocer. Help us support this project!

24 Starbucks coffee goes all-out Community Ethical Sourcing Environment starbucks.com

25 Health concerns in 2013 Health benefits Naturality Functionality

26 Health trends in 2013 What consumers want: A balanced lifestyle More proteins Ethical goods Products tailored to their specific needs

27 Health and Lifestyle: London To make it easy for people to do themselves some good

28 Health and Lifestyle : New York blueprintcleanse.com lifejuiceshop.com organicavenue.com

29 Health and Lifestyle Lassi Traditional yogurt-based drink Flavored with ground roasted cumin, honey or cardamom pods, turmeric and mango Mostly taken with lunch

30 Health concerns and proteins

31 Health and social responsability Danone.ca

32 Health and social responsability Coca-Cola Canada urges Canadians to come together to fight against obesity in Canada

33 Health and body complexion Ayurvedic theory asserts that each human possesses a unique combination of doṣas that define that person's temperament and characteristics: -Kapha (earth) -Pitta (fire) -Vata (air) Different body types Different sleeping cycles Different body needs and ways of eating

34 Health and customization marketingmag.ca

35 2013 and communication needs Added value Customer s profile

36 What people want to hear and see in 2013 Authenticity Honnesty Congruency Customization Social responsability Fast response

37 Thank you! JoAnne Labrecque, MBA, Ph.D

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