Innovation Trends in the Consumer Behaviour · WELLNESS AND MINDFULNESS LIFE AI - ROBOT WAVING...
Transcript of Innovation Trends in the Consumer Behaviour · WELLNESS AND MINDFULNESS LIFE AI - ROBOT WAVING...
Innovation Trends
in the Consumer Behaviour
Focus in Food Services
Sonia D’Arcangelo
Innovation Observatory Office
Research and Acceleration of Innovation Department
MAY 2017
FOR INTERNAL AND EXTERNAL USE
CIRCULAR AND
SUSTAINABLE
CONSUMERISM
NO DEMOGRAPH
CONSUMERISM
WELLNESS AND
MINDFULNESS LIFE
AI - ROBOT WAVINGHYPER-
PERSONALIZATION
FAST SHOPPING/
OMNI CHANNEL
MARKETING
TRAINING/
CONTENT
REVOLUTION
CONSUMER
TRENDS:
BIG PICTURE 2017
CONSUMER TRENDSFOOD
SERVICES INNOVATIONS
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CONSUMERISM
It’s the death of demographic
segmentation (no more age,
gender, income, family status
and more) to predict
consumer behavior
People of all ages are shaking
off demographic ‘conventions’
and constructing lifestyles and
identities more freely than ever
before.
New attitudes, new
expectations and new
freedom are coming up.
CONSUMER TRENDSCrucial words: polarization, new populisms,
anger, trust and post-truth.
THE ULTIMATE IN STATUS IN 2017?
Source: Trendwatching
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Source: Trendwatching
Status is becoming less
about what I have, and more
about who I am.
Shift has been amplified by
social media, which has
turned personal achievement
into a shareable currency.
That means a status race to
prove I am healthier,
smarter, more creative,
more connected, and more
entrepreneurial than the
rest. And that’s just the start!
CONSUMER TRENDSDespite all the uncertainty of this new environment, five
powerful forces shaping the future remain as powerful as ever.
#1 TRANSPARENCY
#2 ASPIRATION
#3 ASPIRATION
#4 TOLERANCE
#5 EMPOWERMENT
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Source: Internet
Food is particularly suited to
creative contamination
with other cultures –
Europe and India for example
- to create new experiments
and new innovative location
putting humans at the center
of experimentation.
Food is configured as a
wonderfully inspiring
theme for designers.
CONSUMER TRENDS The future of food & beverage brands in a post-truth world?
Brands that make the world a better place.
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CONSUMERISM
Source: Internet
In the Globalitazion Muslim
world’s fastest-growing
religious group is making its
influence felt across
consumer categories.
According to new analysis
from the Pew Research
Center, the number of babies
born to Muslim families will
begin to outpace those born
to Christian families by 2030.
Between 2010 and 2015,
births to Muslim families
made up 31% of all births.
CONSUMER TRENDS
• Halal food is reaching a
growing share of the global
palate. In the United
States, the halal foods
market is projected to hit
$20 billion this year, up
by one third since 2010,
according to the Islamic
Food Council.
• Halal foods appeal to a
wider range of health-
conscious consumers.
“Halal is not just some
religious aspect. “It has
to be healthy.
Healthy living is
becoming a status
symbol, as more
consumers opt to flaunt
their passion for wellness
through paying for
boutique fitness
sessions, “athleisure”
clothing, food with
health-giving properties
and upscale health and
wellness holidays.
WELLNESS AND
MINDFULNESS LIFE
CONSUMER TRENDS Consumers have many tools to promote ultimate wellbeing in
every area of their lives, from mindfulness apps and mood
sensors, to personalised nutrition and fitness wearables
also to monitor happiness.
The entire food industry is
being transformed by the
fusion of food, well-being,
and technology.
The future of food requires fresh thinking, new models of innovation, smart external development, and venture investing to create an ecosystem of innovative partners.
WELLNESS AND
MINDFULNESS LIFE
CONSUMER TRENDS Consumers are spending on health-driven
food services that help them manage overall wellbeing.
Rising numbers of consumers
are increasingly aware of the
negative impacts their consumption
has on the planet, society or
themselves.
33% of consumers are choosing
to buy from brands they believe are
doing social or environmental good.
That’s why the only truly
sustainable, long-term competitive
advantage will be businesses that
lessen – or eradicate entirely –
those negative impacts whilst
allowing continued indulgence.
CIRCULAR and
SUSTAINABLE
CONSUMERISM
Especially Millennials are constantly looking for sustainable
experiences with emphasis on the naturalness and food
origin.
CONSUMER TRENDS
Source: Unilever 2017
We produce more food
than ever before — but our
current model is
unsustainable, and as the
world’s population rapidly
approaches the 8 billion
mark, modern food
production methods will
need a radical
transformation if they’re
going to keep up
CIRCULAR and
SUSTAINABLE
CONSUMERISM
From lab-grown steaks to plant-based blood, science is
taking the animal out of meatCONSUMER TRENDS
Source: Digital Trends
CIRCULAR and
SUSTAINABLE
CONSUMERISM
CONSUMER TRENDS
Source: Fururism
CIRCULAR and
SUSTAINABLE
CONSUMERISM
CONSUMER TRENDS
Source: Fururism
Food has acquired a leading
role on the web and on social
networks.
Multitude of followers,
magazines, blogs, forums,
and tutorial sites dedicated to
it as well as numerous are the
generated content from
users gastronauts-sharing,
photograph and write reviews
of their dishes.
Source: Internet
TRAINING/ CONTENT
REVOLUTION
CONSUMER TRENDS
The rising viral food trend of
customers ordering food and
drinks based on their
"Instagram-ability",
regardless of whether they
actually like them or not.
Social media becoming key
in designing experiences that
should in fact be primarily
aimed at other sensorial
channels, e.g. the look of
food outweighing its taste
when it is shared.Source: NextAtlas
TRAINING/ CONTENT
REVOLUTION
CONSUMER TRENDS
THE INSTA-WINDOW
Virtual and augmented
reality applications are
creating new opportunities for
food and drink brand
communication.
Some restaurant chains are
already incorporating virtual
elements into their offering
to provide alternative
realities
Source: Walter Thompson
TRAINING/ CONTENT
REVOLUTION
CONSUMER TRENDS
Just Eat has given a glimpse
of the takeaways of the
future, experimenting with
technology that would allow
customers to view a table full
of holographic food using
Microsoft’s HoloLens AR
headset— and choose their
favorites even though the
table is bare in real time.
Source: Walter Thompson
TRAINING/ CONTENT
REVOLUTION
CONSUMER TRENDS
It’s an age of human
empowerment. It’s designing
technology and services about us
that conforms itself to people.
We aren’t just incorporating
technology into our lives; as it
becomes exponentially more
sophisticated, we are embedding
humanity into the technology
itself.
Consumers look to AI to serve
basic human needs.
AI / ROBOT WAVING
CONSUMER TRENDS Consumers adopt intelligent services that make
their lives easier, faster and more fun!!
Source: Foodbev
AI / ROBOT WAVING
CONSUMER TRENDS
With the AI market
expected to grow to
$5.05 billion by 2020,
there is a massive
opportunity for the
food and beverage
industries to harness
its capabilities, improve
offerings, optimise
operations and deliver
a better customer
experience.
Consumers are asking for help when it comes to food.
Research by J. Walter Thompson shows that 77% of UK/US
millennials want technology to offer them more assistance
in planning and cooking healthy meals
Source: Foodbev
AI / ROBOT WAVING
CONSUMER TRENDS
When it comes to time
optimisation and consumer
engagement, speech and
image recognition are two
facets of AI that can play an
important role, Like in
Personal diet coach app.
If consumers can save time
logging their meals, they will
be more likely to track their
behaviours and share their
invaluable data with apps
and, ultimately, brands.
AI can also engage consumers on a large scale. Chatbots
are computer programs that simulate conversation. When
augmented with AI, they can deliver responsive, cost-effective
customer service to a limitless audience over food messaging
platforms
In 2017, consumers are impatient.
The digital world has schooled more
of them into becoming so-called
“IWWIWWIWI” — “I want what I
want when I want it” —
consumers, impulsive and in pursuit
of immediate gratification.
They want services yesterday and
real-time virtual dialogue with their
brands.
With constant mobile
connectivity, consumers can (and
do) connect with friends and
strangers at almost any moment.
FAST SHOPPING/
OMNICHANNEL
MARKETING
CONSUMER TRENDS
MORE THAN 50% OF ALL HUMANS USE A
SMARTPHONE
(WeAreSocial, January 2017)
Consumer expectations for
on-demand food and drink
delivery are sky-high
(literally)— and they’re willing
to pay extra for convenience.
On average, consumers are
willing to pay 11% more for
each added layer of
convenience in the food
chain, from online grocery
delivery to restaurant take-
out, according to recent data
from Lux Research.Source: Lux Research
FAST SHOPPING/
OMNICHANNEL
MARKETING
CONSUMER TRENDS
HYPER
PERSONALIZATION
The Hyper-Personalization trend
refers to the flourishing of products
and services that can be fully
personalized.
A widespread need for extreme
customization is getting more and
more popular also in the food system.
The number of restaurants offering
vegetarian menus, vegan and raw
food is continuous and steady
growth along with the slice of
consumers who have embraced
these "new" habits.
CONSUMER TRENDS
HYPER
PERSONALIZATION
Consumers are aware that eating
habits directly influence quality of
life.
This is fuelling unprecedented
demand for healthier eating
options with fitness-promoting
attributes. With the endorsement
of health experts, such as
nutritionists, chefs, fitness and
medical professionals, brands are
busy creating products with the
addition of health-giving
properties, including exotic
vegetables, vitamins and fibre.
CONSUMER TRENDS
HYPER
PERSONALIZATION
People can customize
their diets based on their
genetics, leading to the
ability to help manage
certain diseases through
proper food consumption.
Foods can also be
designed to align with
personal preferences.
In Food world this leads to
Internet of Food
CONSUMER TRENDS
HYPER
PERSONALIZATION
The kitchen of the future, is
likely to be equipped with
dispensers to deliver your
personalised prescription
of nutritional supplements.
A daily dose might be
squirted into your morning
coffee.
A 3D printer will include the
nutrients you need in
a bespoke piece of
chocolate in your favourite
shape.”
CONSUMER TRENDS
Individually Tailored diets are coming.
FOOD SERVICES INNOVATIONSCONSUMER TRENDS
An Innovative New
Snack Bar
Maintain Energy
From Dawn to
Dusk!
RAMADAN ENERGY BAR
Ramadan Energy Bar is a blend of simple and complex
carbohydrates designed specifically to maintain blood
sugar for up to 9 hours, giving you energy all day. Its
the ideal nutritional supplement for fasting.
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CONSUMERISM
Halal home cooked
Baby Food
HALAL BUBS
Its the first company of its kind.
No longer do parents have to worry that their
child may ingest un-fresh, pre-packaged and
sometimes even mouldy food.
NO DEMOGRAPH
CONSUMERISM
Alternative protein food.
Enjoy our gluten/soy/grain/dairy-free bars on a
monthly basis, simply by subscribing to the Exo Elite.
EXO CRICKETS
FAST SHOPPING/
OMNICHANNEL
MARKETING
CIRCULAR and
SUSTAINABLE
CONSUMERISM
Vegan butchery opens in São PauloNO BONES
CIRCULAR and
SUSTAINABLE
CONSUMERISM
NO DEMOGRAPH
CONSUMERISM
Starbucks Weaves
its Magic with
New Color and
Flavor Changing
Unicorn
Frappuccino
STARBUCKS
TRAINING/ CONTENT
REVOLUTION
The Unicorn
Frappuccino is
presented in
Instagram.
Blended crème is made
with a sweet dusting of
pink powder, blended
into a crème.
It is finished with vanilla
whipped cream and a
sprinkle of sweet pink
and sour blue powder
topping.
Starbucks offers
voice-activated
ordering
STARBUCKS
Using Amazon's Alexa assistant, customers can place
orders using voice commands, simply by saying
“Alexa, order my Starbucks.
AI / ROBOT
WAVING
FAST SHOPPING/
OMNICHANNEL
MARKETING
COCA-COLA Consumer browsing history used to display personalized ads in store
HYPER
PERSONALIZATION
NIKON Food truck's menu encourages people to get their eyes tested
WELLNESS AND
MINDFULLNESS LIFE
Intelligent nutrition assistant
helps people eat more healthilyAVA
WELLNESS AND
MINDFULLNESS LIFE
AI / ROBOT
WAVING
TESCO Supermarket unveils food-filter service for customers with intolerances
WELLNESS AND
MINDFULLNESS LIFE
FAST SHOPPING/
OMNICHANNEL
MARKETING
Craft brewery uses DNA to create bespoke beer
MEANTIME
HYPER
PERSONALIZATION
Ride-sharing app launches data-driven restaurant guide
UBER
AI / ROBOT
WAVING
FAST SHOPPING/
OMNICHANNEL
MARKETING
Café kiosk features robot baristaCAFÉ X
AI / ROBOT
WAVING
Smart fridge allows people to order groceries from their kitchen
SAMSUNG
AI / ROBOT
WAVING
FAST SHOPPING/
OMNICHANNEL
MARKETING
WASTELESS Grocery prices automatically decrease as their expiration date approaches
CIRCULAR and
SUSTAINABLE
CONSUMERISM
Beer brand transforms empty bottles into building materials
DB BREWERIES
CIRCULAR and
SUSTAINABLE
CONSUMERISM
Wine company offers complete product
transparency about how much element
costs in producing wine
ALIT
TRUTH IS STILL TRANSPARENCY
TRAINING/ CONTENT
REVOLUTION
US Based chocolate lanched special-
edition chocolate boxes encouraging
customers to share
GODIVA
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CONSUMERISM
Fast food chain's combo meal designed for
seniors and individual accompanying elederly
people
BURGER KING
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CONSUMERISM
COOP SWEDEN Supermarket reduces plastic packaging on own-brand meat
CIRCULAR and
SUSTAINABLE
CONSUMERISM
IKEA
IKEA is opening a "Do-It-Yourself Restaurant", in which diners will be the chefs.
HYPER
PERSONALIZATION
BAIDU & KFCFast food chain
recommends meals
via facial
recognition
AI / ROBOT
WAVING
FAST SHOPPING/
OMNICHANNEL
MARKETING
HYPER
PERSONALIZATION
WELLNESS AND
MINDFULLNESS LIFE
Wine subscription matches customers' DNAVINOME
HYPER
PERSONALIZATION
Artificial Intelligence used to brew beer
INTELLIGENTX
BREWING
COMPANY
AI / ROBOT
WAVING
Supermarket invites shoppers to dig up their own vegetablesZONA SUL
CIRCULAR and
SUSTAINABLE
CONSUMERISM
Railway company introduces healthy eating food serviceJAPAN RAILWAY
COMPANY
HYPER
PERSONALIZATION
WELLNESS AND
MINDFULLNESS LIFE
Handheld sensor collects health and wellness dataONE X
HYPER
PERSONALIZATION
WELLNESS AND
MINDFULLNESS LIFE
Brewery devises biodegradable, edible packagingSALTWATER
BREWERY
CIRCULAR and
SUSTAINABLE
CONSUMERISM
Data & information have
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