What are people eating? 10 Food Trends of 2014

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1 What are people eating? 10 Food Trends of 2014 October 2014

2 WHAT S IN THIS REPORT? With insights from our Global Trends Survey and external sources, we take you on a whistle-stop tour of the 10 food trends that have affected and will continue to play a part in the food industry today.

3 1. Snacking

4 Snacking and decline of family meals People are travelling more than ever before and with this comes the need to fulfil consumers appetites in the form of a snack-based food. Fewer and fewer people are sitting down for family meals as a result. Respondents in the US agree that soup is a good on-the-go meal solution, although nearly half also agree that there should be more re-sealable soup packaging, which will facilitate more eating while travelling. Source: Mintel

5 Source: Ipsos GTS. Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 We rarely sit down to a family meal together at home agree or disagree? As consumers are snacking on the go more and more, family meals are on the decline. Agree Disagree Great Britain T Russia India S Africa Brazil Poland S Korea Australia US Canada China GB Turkey Argentina Germany Japan Italy Spain Sweden Belgium France 53% 51% 48% 47% 47% 40% 37% 34% 33% 33% 33% 31% 28% 27% 27% 26% 23% 22% 21% 17% 14% 6% 6% 5% 4% 6% 8% 5% 4% 5% 10% 6% 4% 4% 4% 8% 6% 43% 45% 50% 45% 47% 57% 57% 60% 62% 63% 65% 63% 70% 67% 65% 68% 73% 73% 69% 76% 82%

6 What are people snacking on? Half of US children are snacking 4 times a day but not on fruit and vegetables vending machines are still stocked with confectionery, crisps and fizzy drinks. However, there is a trend towards healthy snacking as an alternative to traditional snack-based foods: The Marc Bakery in Russia is an all-natural snack start-up and grew last year at 300%. HUMAN Healthy Vending machines are growing fast in the States, where they are creating vending machines with healthy options. Source: Mintel, Issue of Health Affairs, Forbes, Food Navigator

7 2. Globalisation

8 Half of us think globalisation is a good thing Agree Disagree Great Britain T China India Brazil S Africa Sweden S Korea Argentina Japan Turkey Canada Australia Germany GB Poland Spain US Italy Belgium Russia France 81% 71% 68% 66% 62% 60% 56% 55% 50% 50% 47% 45% 43% 41% 39% 38% 37% 36% 31% 27% 24% 11% 6% 10% 12% 15% 16% 18% 16% 10% 20% 13% 23% 21% 21% 25% 15% 20% 32% 7% 12% 23% 22% 23% 23% 34% 28% 27% 34% 40% 34% 35% 44% 36% 39% 41% 38% 49% 49% 41% 65% Source: Ipsos GTSBase: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

9 Evolving Global Tastes With globalisation breaking down barriers between countries, traditional tastes and diets are changing as influxes of global foods enter the market Since 2005, beef consumption has superseded fish consumption in Japan, due to easier preparation, growth of fast food outlets and generational differences. Source: Mintel, Wharton Knowledge

10 3. Love for Local

11 Love for Local Local produce is nothing new, but people are becoming more switched on to the idea of buying locally whilst prominently around food, this has branched out to clothes and even banking. Local pride is one of the main reasons why people buy locally. of people are willing to spend extra for a product that is produced locally in India this rises to 56%. Hellmann s mayonnaise with Peruvian lime is available only in Central America Source: Mintel, Ipsos Global Trends Survey

12 Just under half would also pay more for a product that is produced locally Q: To what extent do you agree or disagree? I am generally willing to spend extra for a product that is produced locally Agree Disagree Great Britain T Australia Sweden Germany India France Italy Turkey Spain US China Canada Poland GB Brazil S Africa S Korea Belgium Argentina Russia Japan 57% 56% 56% 55% 54% 51% 51% 50% 49% 49% 48% 48% 46% 42% 40% 39% 39% 38% 37% 35% 30% 15% 6% 8% 8% 12% 14% 10% 13% The Global Trends Survey 9% 4% 5% 9% 11% 9% 9% 7% 6% 7% 7% 36% 37% 37% 38% 41% 41% 45% 41% 39% 42% 43% 37% 45% 47% 47% 55% 53% 54% 51% 50% 55% Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

13 4. Adventurous Hybrids

14 Adventurous Hybrids Adventurous taste is an increasing trends in cities like London, where pop ups and new restaurants are growing. Creating culinary mash-ups to match these bold consumers have resulted in a niche market filled with cronuts, ramen burgers and dessert pizzas. 20% of consumers are interested in and are willing to pay more for innovative flavours that are new in the market. Source: Mintel, Forbes

15 Early adopters most likely to try out these adventurous foods most prominent in the BRICS Q: To what extent do you agree or disagree? I am usually the first among my friends to try out new things Agree Disagree Great Britain T India Turkey China S Africa Brazil S Korea Italy Germany Spain US Poland Argentina GB Australia Canada Russia France Sweden Belgium Japan 58% 54% 53% 52% 39% 36% 35% 35% 33% 33% 31% 31% 31% 29% 28% 27% 26% 25% 24% 23% 20% 6% 7% 12% 11% 9% 11% 9% 15% 8% 10% 9% 10% 9% 18% 17% The Global Trends Survey 5% 6% 8% 8% 35% 41% 41% 40% 43% 57% 55% 57% 59% 58% 59% 56% 51% 62% 61% 64% 58% 69% 69% 66% 68% Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

16 5. Health and Wellbeing

17 Perceptions of Health Health perceptions differ by country and with it, concepts of healthy eating are changing too. In the USA, 76% believe they are in good health, yet their BMI is one of the highest in the world (29) In Japan, only 47% feel that their health is good, but their BMI is low Between 2009 and 2013 in the United States, imports of Quinoa increased by over threefold Source: Ipsos Global Trends Survey

18 Most agree that they are in good health but this differs from official figures Q: How is your health in general? Would you say it is? Good Poor Great Britain T S Africa US India Canada Argentina Sweden Spain France GB Australia Belgium Italy Turkey Brazil Germany Poland Japan China Russia S Korea 79% 76% 74% 73% 70% 68% 67% 66% 66% 64% 63% 63% 63% 59% 58% 54% 50% 47% 41% 36% 30% The Global Trends Survey 51% 27% 50% 26% 33% 36% 54% 19% 21% 25% 30% 24% 15% 19% 18% 23% 27% 35% 14% 7% 9% 7% 9% 7% 10% 6% 10% 15% 15% 13% 7% 11% 16% 13% 14% 27% 5% 14% 20% Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

19 Health and Wellbeing Clean eating is the new buzzword for eating healthily, which incorporates not only eating more vegetables but choosing whole grains, ancient foods such as quinoa, and superfoods like spinach and pomegranates. 59% of consumers feel that they are in good health, but the World Health Organisation has estimated that more than 1.4 billion adults were overweight. Healthy eating isn t just about 5 fruit and veg a day, it s focusing on specific foods for specific needs a holistic approach. For example, whole grains to regulate blood sugar and aid digestion. The Whole Grains Council helps consumers find partly or 100% Wholegrain products with their easy to spot stamps Source: Mintel, WHO, Eating Well, Ipsos GTS

20 6. Food as Activity

21 Does a lack of confidence in personal finances mean more are entertaining friends at home? Q: Looking ahead six months from now, do you expect your personal financial situation to be much stronger, somewhat stronger, about the same, somewhat weaker, or much weaker than it is now? Stronger Weaker Great Britain T Brazil Argentina India S Africa China Sweden US Australia Canada Turkey Russia S Korea Germany Spain GB Poland Belgium Japan Italy France 84% 58% 51% 46% 42% 36% 34% 34% 33% 33% 32% 32% 28% 26% 24% 20% 20% 16% 15% 11% 9% The Global Trends Survey 4% 14% 13% 14% 14% 9% 12% 15% 10% 21% 18% 16% 19% 15% 20% 21% 30% 21% 30% 27% 34% Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

22 Food as Activity Consumers are moving towards home cooking as a way to save money, and entertaining at home is a great way to socialise on a budget. Jamie Oliver s Recipease have gained popularity in London as a place to socialise with friends and learn to cook exciting new dishes as a group activity. Views that the 21 st Century has resulted in the end of family mealtimes are largely unsubstantiated. Only 20% of those who lived with others had eaten their most recent dinner at home a figure which has not changed significantly since the 1970s. Not much has changed since the 1970s Meals are still largely eaten together Sources: Ipsos Global Trends Survey, Wave 1. Base = 16,039. The Telegraph, Oganix survey Feb 13, base = 1,500

23 7. Customisation

24 Personalisation for brands is increasingly crucial The Global Trends Survey Q: To what extent do you agree or disagree? I tend to buy brands that reflect my personal values Agree Disagree Great Britain T China Turkey India Italy Poland Japan S Africa S Korea Brazil Canada US Australia France Sweden GB Germany Argentina Russia Belgium Spain 80% 71% 65% 62% 61% 60% 58% 56% 53% 51% 50% 50% 49% 44% 44% 43% 42% 42% 39% 37% 36% 5% 5% 9% 12% 12% 11% 5% 6% 12% 8% 14% 11% 10% 13% 7% 8% 13% 5% 15% 26% 28% 30% 26% 30% 38% 39% 38% 37% 38% 37% 40% 50% 50% 46% 49% 44% 49% 53% 51% Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

25 Customisation Now, more than ever, consumers want their food to be a way of expressing themselves personalised in a way that is unique to them. Food outlets such as Tortilla allow you to customise everything you want in your Mexican Street food wrap. Whilst this may come at a slightly higher cost, the relationship it builds with the customer is usually worth it. Chocomize offers made to measure chocolate where consumers can decide on the shape and type of chocolate and can choose from a huge variety of toppings Source: Mintel, WHO, Eating Well, Ipsos GTS, Horizons

26 8. Taste without Compromise

27 Taste without Compromise Despite the recession, consumers are willing to pay for foods and ingredients that stand up to scrutiny not just in terms of taste but their health benefits as well Despite 1% of the UK population suffering from coeliac disease, the free from market has doubled in the past 5 years. M&S sales have risen by 100% in this area and they now have 150 different products Foods Free From are becoming increasingly popular and those with allergies can still enjoy food without any compromise on taste Source: Mintel, FoodBev, The Telegraph

28 Ingredients and nutritional information remain top of mind when purchasing food products Q: When buying food or drink, what information on the packaging is most important to you? (Top 3) Best before date List of ingredients Nutritional information Clarity about what is inside The Global Trends Survey In native language 42 Store / Care for product Country/region of origin Manufacturer clearly labelled 23 Important (GB only) Further Information None of these 6 8 Don't Know Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

29 9. Waste Conscious

30 Waste Conscious People are concerned about waste and the environment this is nothing new. However, this is translating to foods that are environmentally friendly as well as packaging and smaller products. 1/5 Of consumers worry about the amount of food that is wasted in their household Many supermarket websites address ways to reduce waste. Food brands are also conscious of this problem, an example being Unilever, who have an app called Wise up on Waste, which helps consumers combat this issue Source: Mintel, FoodBev, The Telegraph

31 On average, 4/5ths try to recycle as much as they can, confirming that people want to cut down on waste Q: To what extent do you agree or disagree? I try to recycle as much as I can Agree Disagree Great Britain China Canada Belgium Australia Turkey GB Italy France Sweden Germany Spain India Poland US Brazil S Korea S Africa Argentina Japan Russia Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept T % 88% 88% 87% 86% 86% 86% 85% 82% 82% 80% 79% 77% 76% 76% 76% 75% 74% 72% 65% 60% The Global Trends Survey 6% 15% 2% 6% 4% 9% 4% 9% 4% 8% 3% 11% 10% 3% 11% 2% 13% 4% 14% 3% 15% 5% 15% 16% 6% 17% 7% 17% 6% 18% 10% 15% 4% 21% 3% 23% 9% 20% 28% 25%

32 10. Style over Substance

33 Style over Substance Along with an adventurous palate, consumers are always looking for fun and innovative products to try. Bompas & Parr designed a glow-in-the-dark Cornetto specifically to be eaten in the cinema without disrupting the film Oreo's Trending Vending event allowed consumers to personalise the colour and design of their Oreos Source: Bompas & Parr, Adweek

34 Some are willing to pay more for this degree of style and personal taste The Global Trends Survey Q: To what extent do you agree or disagree? I am generally willing to spend extra for a brand with an image that appeals to me Agree Disagree Great Britain T China India Turkey S Korea S Africa Brazil Sweden Australia France US Russia Japan Poland GB Germany Canada Spain Argentina Belgium Italy 72% 63% 55% 53% 47% 41% 40% 38% 38% 37% 36% 35% 33% 33% 33% 32% 29% 28% 27% 26% 17% 6% 7% 5% 6% 4% 9% 12% 10% 8% 6% 7% 7% 10% 7% 3% 3% 4% 6% 4% 23% 31% 42% 43% 50% 49% 53% 57% 57% 60% 56% 55% 55% 56% 59% 61% 64% 64% 63% 67% 77% Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

35 Want to find out how these trends are impacting your business? Please contact: Head of Trends & Futures

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