Smart kitchen and food innovation as a big wave food, especially in US where we waste 40%.” SEEDS...
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1 Smart kitchen and food innovation as a big wave SIGMAXYZ, Director Hirotaka Tanaka Copyright SIGMAXYZ Inc. all rights reserved.
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Transcript of Smart kitchen and food innovation as a big wave food, especially in US where we waste 40%.” SEEDS...
1
Smart kitchen and food innovation
as a big wave
SIGMAXYZ, Director
Hirotaka Tanaka
Copyright SIGMAXYZ Inc. all rights reserved.
2
Food & Cooking has a plenty of room for innovation成長領域としての高い可能性
Copyright SIGMAXYZ Inc. all rights reserved.
In Food＆Cooking…
Everybody Eats Everyday!!
or
In most cases, target segments look like
Food & Cooking matters to everybody食＆料理はみんなにとって非常に大切なテーマ
3Copyright SIGMAXYZ Inc. all rights reserved.
Can you guess what this figure is about?この数字は？
7,000,000,000,000
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Trillion Billion
Quick Less expensive Healthy High quality
Current Target
Next target
Personalized FoodFood as medicine
DiscoveryEntertainment
Avoid eating aloneCommunication
Transfer my skillAvoid Food loss
Fun CookingSpend more time
Vegan/FlexitarianMeatless Monday
A number of “wants & needs” have been neglected or not been noticed食には未解決課題が数多く存在してきた
5Copyright SIGMAXYZ Inc. all rights reserved.
Digital tech/IoT & science creates a pathway to fragmented “needs & wants”
IoT/サイエンスによる見える化
“Era of missing things”(モノがない時代)
“Era of fulfilled with things”(無いモノがない時代)
Well-being matters in the era of fulfilled with things 無いモノがない時代には心の豊かさが重要に
Product Driven Potential Desire Driven
Ownership
(物欲)
Well-being
(心の豊かさ)
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“Era of missing things”(モノがない時代)
“Era of fulfilled with things”(無いモノがない時代)
Segmentation approachIndividual centric Understand JTBD
Mass production Mass customization
Value Chain Growth Ecosystem Growth(Direct/PF/Aggregation)
Going beyond the conventional approach to focus individual無いモノがない時代、人間回帰のアプローチが求められる
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Redefining the value of food食の価値の再定義が起きている
生存としての食事Food for living
儀式・饗宴・政としての食事Food for ritual/entertainment, and politics
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Redefining the value of food食の価値の再定義が起きている
Source: Smart Kitchen Summit 2017, Presentation from Rebecca Chesney, Institute for the Future
Rebecca Chesney, Institute for the Future
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What you eat/cook is determined by…
❉ When to eat(Breakfast /Lunch/Dinner)
❉ Health condition
❉ Biome/DNA
❉ Mental condition
❉ Medication dosing
❉ Who to eat with
❉ Time availability
❉ Cooking skill level
❉ Kitchenware ownership
❉ Financial situation
❉ Allergy
❉ Eating principle(vegan, vegetarian, flexitarian)
…
Mass segmentation approach is not sufficient 食に求められる”ジョブ”は、個々人の状況に応じて刻々と変化する-セグメントアプローチでは対応できず
Mass Segmentation
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Income level
Occupation
Gender
Life stage
…
Residence
レシピ「今日何食べよう？」“What shall I eat today？”
食材Ingredient
調理器具Tools
複数の調理ステップ
Multiple Steps
盛り付け出す順番
Presentation
後片付けCleanup
Copyright SIGMAXYZ Inc. all rights reserved.
Cooking process can be digitized to meet JTBD変わりゆく人間のジョブに対応するために調理プロセスは改善の余地がある
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Food is becoming a critical social
issue – e.g., sustainability
社会課題としての食
Copyright SIGMAXYZ Inc. all rights reserved.
Copyright SIGMAXYZ Inc. all rights reserved.
Food loss is an inevitable issue to be solvedフードロスは待ったなしの課題
Source: FAO “Food and Agriculture Organization of United Nations: Seeds & Chips 2017
“Don’t burn up the planet.”“Part of this is also going to be wasting less food, especially in US where we waste 40%.”SEEDS & CHIPS 2017, Italy Milan
食糧廃棄と供給問題という矛盾を解くべき
我々は持続可能な社会を実現する必要があるが、まずは「人間自身が作り出した問題」を自ら解くべきSEEDS & CHIPS 2018, Italy Milan
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Keeping current eating habit may not be sustainable現状の食生活がもたらす地球への悪影響
Source: World ReSources Institute
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Source: National Institute of Population and Social Security Research, Ministry of Health and Welfare
Healthy eating habit leads to longer healthy life expectancy平均寿命と健康寿命の大きな差を埋めるために、食が重要な役割を果たす
Life Expectancy
Healthy Life Expectancy
Age: as of 2010
Japanese people live long but with less healthy for 10 years
80
Female
Male
70
86
74
-9
-13
Source: Seeds & Chips in Milan 2017
The cost of HEALTHY EATING
＄3.00 =
＄ ＄
312 CALORIES
3,767 CALORIES
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Healthy food is yet difficult to access健康的な食事を摂るのは依然高コスト～格差と不健康
Copyright SIGMAXYZ Inc. all rights reserved.
Food Tech area is getting hot for investorsFood Techへの投資額が急増
Source:Pitchbook
1,253
1,526
1,366
1,043906
215113
181732850
20092008 2010 2014 20186月
2015 201720122011 20162013
?
Historical investments on Food tech area
Million USD: US:
13 14 21 41 57 89 108 120 109 97 45
X : # of deals
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Food Tech market size$ Billion
Smart Kitchen* market size$ Billion ；2016-2019年、2021-2022年の数値は2020年$7billion、CAGR63％から逆算した推定値
*Products used in kitchens, such as smart refrigerators, microwave ovens, dishwashers, and cookware and cooktops. All these devices are connected to either a smartphone or tablet through the Internet** Includes Ag Biotechnology, Farm Robotics, Supply Chain Management, Innovative Food, In-Store/Restaurant eGrocery, Home & Cooking Tech, Meal Kits, etcSource： Technologies & Forecasts Report 2016; Technavio, Research N Reports Food Tech Market – Global Insights, Growth, Size, Comparative Analysis, Trends and Forecast, 2017-2015, AGFUNDER.COM
64 73 83 95 111
56 6372
839551
5867
7790
4044
50
56
64
238
2017
211
311
2023
7%
Europe
359
NorthAmerica
Asia/Pacific
Other
2025
271
20212019
19
11
74
321
2017 2018 20202019
63%
202220212016
Region CAGR
6.0%
7.4%
6.8%
7.1%
Global Food industry market is enormousグローバルの食産業の市場規模は巨大
Global Agrifood market** is estimated to reach 7.8 trillion USD as of 2017 More various market can be added on top of the market (e.g., personalized nutrition)
Home cooking process
Select menu/recipe
Purchase Eat Share Putaway
Cook
Prepare Measure Heat Monitor
Data Analysis
Retail
Service
Components/Sensors
HW
Value chain
Wide variety of products and services are in market
CVC&Accelerators
Other accelerators
Food R&D
VerticalFirming
Flavor sensors etc.
FutureFood
Copyright SIGMAXYZ Inc. all rights reserved.Source: Impossible Foods, Beyond Meat, Memphis Meats, Integriculture Habit, 3T and Ai, Tasty, Chefsteps, NXP, Scio, Aryballe Technologies, Verdical, Sproutsio,Yummly,Sidechef, Chef’d, Liebherr, Amazon, innit, freshub, Perfect Company, Drop, TasteTro, Dado, Tovala, Suvie, Pico Brew, Panasonic, Hestan Cue, CharBroil, nomiku, Ganmachef, Anova, Voltaire, Behmor, Nima, Airbnb, Kaufland, Williams Sonoma, B8ta, Best Buy, GE, Barilla, Campbell’s, Tyson
Food tech innovation conference and communities are emerging
2017 Japan
2015 USA
2015 USA
2015 Italy
2017 Germany
2009 USA
Japan2017 France
2017 Sweden
2018EUROPE
2015 UK
Source:Sweden Foodtech, yfood, Smart Kitchen Summit, Seeds&Chips, Food Use Tech, Agtech Foodtech Summit, Innovation in Food Science & Technology, Food Tech Connect, FoodBytes
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Netherland
Singapore
21
Base Trend New applicationsBusiness
Creation
Personalized Food
Personal Data+Food service
Food as medicine(医食同源)
Recipe evolution & data PF
レシピサービスの進化とデータPF
Convergence
HW+Recipe+Ingredient
事業領域の融合
Sharing economy & food
シェアリングエコノミーと食
From competition
to co-creation
競争から共創へ
Grow as ecosystem
エコシステムとしての成長
Mass-customization
分散化・マスカスタマイゼーション
Key Trend in food innovation
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Future of Retail
未来の小売り
Restaurant Tech
レストランテック
Beyond retail/EC
売り方の多様化
Redefine supply
chain
Redefine value of
food
食の価値の再定義
Sustainability
& food/services
持続可能性と食・サービス
Kitchen evolution
キッチンの進化
Science &
Visualization
サイエンス活用と見える化
Science Cooking
科学的調理法の普及
