CEO, PhilippinesKantar Insights

GARY DE OCAMPO

Demographic shifts and changing choice dynamics

Millennials mean digital

ThailandKorea

TurkeyIran

PhilippinesVietnam

EgyptBangladesh

FranceUnited Kingdom

MexicoGermanyIndonesia

NigeriaRussiaJapanBrazil

United StatesIndia

China

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Food as release

The urge to eat more is driven by

physiological factors

social and cultural influences

How do we respond to these shifts?

Where China is headed: health foods less likely to grow along with income

F&B China Ideal Need Segments Share of total China Self Actualized Population

Family health    Natural energizer 8 59Wholesome balance 9 58Fortify to avoid 12 47Soothing Nutrition 7 67

Sweet Treats    Fun anytime treats 11 151Sweet indulgence 5 128Bold statements 5 98

Sensory Mood Lifts    Multi-sensory enjoyment 8 148Convenient stimulators 7 142Light & sensible refreshment 6 106Mental release 7 88

Savoury Tummy Fillers    Filling fuel 5 94Anytime, anywhere munchies 9 133

Where China is headed: Enjoyment / “Self” focused products more likely to grow with income

Menu and health

Me Culture

Health = new wealth?

The associations between food and status become more complex and nuanced as we journey up the pyramid to the upper reaches of the middle class.

Here, consumer trends increasingly define health as the new wealth.

Again, what does all this mean for food brands?

Deliver flavors and taste

experiences that match the needs of food-led self-actualisation in cultural context.

Focus on pleasure, with

messages around health and

lifestyle benefits used in a

supporting role.

Draw on relevant cultural codes.

Gary de OcampoCEO, Philippines

Kantar Insights

Thank you