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Nellyrodi-Rethink-Food-2020.Pdf Q U I S O M M E S - N O U S ? NellyRodi est une AGENCE CONSEIL EN INTELLIGENCE BUSINESS & CREATIVE Basée à Paris, Tokyo et New-York, elle est un référent mondial de la prospective appliquée aux industries et aux services. Notre métier, basé sur la COMPRÉHENSION DES NOUVEAUX STANDARDS DE CONSOMMATION ET DES NOUVEAUX USAGES, est d’accompagner les marques, les fonds d’investissements et les institutions sur leurs leviers de DÉSIRABILITÉ et de PERFORMANCE. 2 A g e n c e d e c o n s e i l e n i n t e l l i g e n c e b u s i n e s s & c r é a t i v e 1 2 3 NELLYRODI NELLYRODI RECHERCHES ANALYSE APPLICATION = = OPÉRATIONNELLE VEILLE & IMMERSION VISION PROSPECTIVE & = SECTORIELLE, BEST PRACTICES, CONNAISSANCE WORKSHOP INTERVIEWS CROSS-SECTORIELLE RÉSEAU D’EXPERTS… DES MARCHÉS 1 2 3 GRANDS ENJEUX 4 MOTS D’ORDRE DE LA FOOD ÉTAT DES LIEUX FOOD DEMAIN 4 E N J E U X É C O N O M I Q U E S E N J E U X E N V I R O N N E M E N TA U X E N J E U X I D E N T I TAI R E S 88% 1 Français sur 3 86% des Français considèrent que les entreprises Attendent des marques qu’elles agissent des Français trouvent qu’il y a de moins en moins de incitent à la sur-consommation concrètement pour la planète repères et de valeurs dans notre société Barometre GreenFlex 2019 Observatoire du sesn Wellcom 2019 Barometre GreenFlex 2019 6 CO-MMUNICATION CO-NCITOYEN CO-NFINEMENT CO-COON CO-MMUNAUTÉS CO-NVIVIALITÉ CO-MBATS CO-NCRET CO-NTRAINTES CO-UTS CO-LLECTIF CO-RONAVIRUS CO-NSÉQUENCES Des questionnements CO-HÉSION CO-NFLIT incontournables CO-NFIANCE CO-OPERATION CO-NFORT CO-HABITATION CO-ORDINATION CO-LLABORATIF CO-MPROMIS CO-NSPIRATION 7 Un processus dont il faudra tirer les leçons RESISTANCE RESILIENCE RENAISSANCE DÉNI RÉACTION INTUITIVE S’ADAPTER SE PROJETER & MINIMISATION DE PANIQUE PRISE DE CONSCIENCE INFORMER SE SOLIDARISER & WAKE UP CALL & RASSURER & SE MOBILISER 8 L’apparition de nouveaux comportements & usages consommateurs #STAY THE #HOME #SELF FUCK HOME LEISURE PLEASURE INTROSPECTION #NOMADIC #ALONE #LEARN THINKING TOGETHER FROM HOME EXTRAVERSION 9 # STAY THE FUCK HOME Campagne JEEP «The best view for this day » MIAMI ART SCHOOL : Netflix spoiler street campaign « You should’ve stay the fuck home" Campagne IKEA campagne pub + fiche pédagogique GUINESS sur la bonne façon de rester à la maison WAZE suppression Message des OPÉRATEURS signalement des « Stay Home / Take Care » controles policiers BURGER KING NIKE street + digital campaign 10 # HOME LEISURE Les cours gratuits sur inscription de TIKTOK WeekLive « Happy at L’IFM Home » avec des célébrités de l’application Cours de cuisine, de sport, yoga, concerts online, visites de musée..NESORTEZPAS.COM, En Chine, Jingdong x le site répertoriant tout le « free- Les playlists d’Artistes et autres Taihe Music propose entertainement » à faire de chez soi concerts en live instagram une expérience de Clubbing en ligne 11 # SELF PLEASURE +50% De WOMANIZER vendu dans le monde. POUR MOI : (Lingerie, Uk) : + 30% grâce à sa ligne la plus « sexy » CANNABIS EXTRAVAGANZA À LA, les commandes en ligne de marijuana ont augmenté de 229% dans la semaine jusqu'au 24 mars (Medium, 2020) La distillerie de San Jose Airfield Supply Co. a vu une augmentation de 100% des livraisons du 13 au 16 mars (LA Times ). 12 # NOMADIC THINKING Accès libre virtuellement à La #JacquemusFromHome instagram challenge FONDAZIONE PRADA de Milan HEADSPACE offre l’accès à une partie de son offre pour aider à La nouvelle application GUCCI mêle Gaming, D’Instagram à YouTube en passant par Spotify, le gérer réalité virtuelle & Places («une sélection de programme “BOTTEGA RESIDENCY” par Daniel Lee psychologiquement la lieux singuliers aux quatre coins du monde ») s’installe sur tous les écrans pour divertir et faire rêver crise 13 # ALONE TOGETHER + 40% d’augmentation d’utilisation Boom des applications twitch (+10% de traffic) zooms & Version NETFLIX de « House Party » de WhatsApp autre « HOUSE PARTY », pour le pro comme pour le perso BREWDOG online bar, live tous les CHIPOTLE SUR ZOOM : + de 3000 fans & célébrités vendredis à 19H se retrouvent pour cuisiner & diner 14 # LEARN FROM HOME De STÉPHANIE LE QUELLEC à BRUNO VERJUS en Les adultes aussi ont besoin d’apprendre passant par EMMANUEL à gérer le travail à distance RENAULT, les chefs (humainement & technologiquement) enseignent leurs recettes sur Instagram (Fr) En Fr, FABRICE LUCHINI lit les fables de la fontaine Aux US, « SAVE WITH STORIES” : Les stars FRANCE TV transforme la TV en salle de classe avec la sur son compte Insta diffusion de cours en direct et d’émissions pédagogiques d’hollywood font de la lecture aux enfants « LA MAISON LUMNI » 15 Sortir de la Food Cliché ‘Des imaginaires idéalisés, une nature que l’on convoque systématiquement de peur de montrer les usines, des familles figées dans un moment stéréotypé, un univers photoshopé à l’extrême… Une nouvelle économie de la vérité, de la créativité, et du service est en train de balayer des codes établis depuis des décennies !’ Alison Alkon, Head of Food Studies, Pacific University 17 Dépolariser la distribution Un retail food trop longtemps segmenté : • Des identifiants visuels et merchandising ‘quali food’ / artisan / savoir-faire / esthétique léchée pour les commerces niches, de proximité, spécialisés par métiers de bouche • Une esthétique ‘vrac’ et ‘kraft’ pour la distribution bio, locale, fair trade, exotique • Un gigantisme et des linéaires en enfilade pour la grande distribution Peu de passerelles, des parcours qui semblent ne pas s’adresser à un même consommateur. 18 Prendre ses responsabilités Une prise de conscience généralisée « Consumers became que le système doit changer. Crises more than just a sanitaires, défiance envers les industriels : comme tous les grands mouth at the end of a secteurs de consommation, supply chain, they l’alimentaire a vu ses process et want to be considered principes de fabrication remis en every step of the way, cause, du sourcing au mode de to be told the truth distribution, à la communication. and re-connect with Un consommateur qui ne transige good food. That’s plus: le prix juste, un retail désirable, une offre qualitative, une approche the revolution ! » servicielle. En parallèle, une ‘incroyable foodie Max Elder, Research mania’, portée par les nouveaux Director, Institute for the Food Future médias, un esprit DIY, des FE(E)D programmes originaux, le digital, la création… Un nouvel élan food qui ré-enchante les fondamentaux et UP ! passionne des générations de foodistas … 19 Intégrer les nouveaux challengers MEDIAS LES LANCEURS D’ALERTE ‘PRO’SUMER LE CONSOMMATEUR PERSONNALITES ENGAGÉES FOODISTA ASSOCIATIONS MILLENIAL GEN CHEFS DIGITAL NATIVE FÉDÉRATIONS SENIORS COOPÉRATIVES INFLUENCEURS /POLITIQUES … GRANDS GROUPES ? … LES FOOD ENTREPRENEURS SCÈNE CRÉATIVE RESTAURATEURS COOLFOOD KIDS NEO CHEFS STATION F PÉPINIÈRE FOOD ZINES COLLECTIFS FOOD BLOGS / TUTOS BRIGADES SHAKE UP FACTORY DIGITAL CLUSTER ARTISTES … START UP NATION LA EVENTS … … FOODTECH 20 vs les MARQUES SINGULARITÉ AGILITÉ ENGAGEMENT TRANSPARENCE EXPÉRIENCE Bienveillance Réactivité Sincérité Citoyenneté Humanité Disruptif Services Action Respect Bénéfice Créativité Sans friction RSE : green & social Proximité Partage 21 vs l’Expérience Food Produire Transformer Distribuer Consommer RÉ- GÉNÉRATION RÉ- SOLUTION Bon et sain pour se faire du Recherche d’efficacité et de bien (santé) et consommer performance pour améliorer responsable et faciliter le quotidien GOÛTS PLAISIR RE- CONNEXION RÉ- ENCHANTEMENT Expérience holistique Créativité et innovation émotionnelle : stimuler tous pour une expérience unique les sens pour son bien être mémorable La Food devient une véritable expérience, qui doit faire écho à au moins un de ces 4 différents drivers de consommation 22 Les 4 grands courants Food CONSOMMATEURS Les attentes EXPÉRIENCE FOOD MARQUES # Ré-génération # Singularité # Ré-solution # Agilité # Re-connexion # Engagement # Ré-enchantement # Transparence # Expérience MARQUES Les réponses par USAGES § Food Good § Food Mood § Food Cool § Food Soon 23 Les 4 grands courants Food FOOD GOOD FOOD MOOD FOOD COOL FOOD SOON Sustainability Produits Industriel Fiction Désirabilité Lifestyle Business Créativité Solution être être être être VERTUEUX EMPATHIQUE NON-CONVENTIONNEL INTUITIF Penser la food demain Green food FOOD DESIRABILITE Prisme produit EATING LIFESTYLES Industrie CREATIVE BUSINESS Science Fiction FOOD SOLUTIONS 26 “Consumers became more than just a mouth at the end of a supply chain, they want to be told the truth and re - connect with good food. That’s the revolution!” Max Elder, Research Director, Institute for the Food Future On ne peut plus le nier : les consommateurs se posent 1 désormais de nombreuses questions avant de choisir un produit, entre considérations liées à la santé et conscience écologique. Des valeurs SLOW qui ont profondément modifié le paysage food : multiplication des enseignes bio, démocratisation du ‘vrac’ et du circuit court, apparitions de labels en tous genres, publicités ‘rédemption’, #FOOD GOOD engagement des producteurs comme des distributeurs, grands groupes qui se veulent lanceurs d’alerte… Une vague green food très pragmatique et réactive, nécessaire, mais qui laisse peu à peu place à un nouveau FOOD SUSTAINABILITY FOODGOOD: prôner le BON, BIEN, BIO, BEAU anti anxiogène, anti alarmiste : adopter le prisme de la créativité, l’humour, l’inventivité, pour une FOOD DÉSIRABILITÉ DESIRABILITE ! #NÉO MANIFESTO MARQUES #PACKAGING EMPATHIQUE #BEAUTIFOOD RETAIL # NOUVEAUX PORTE-PAROLES 27 NÉO MANIFESTO MARQUES # Alimentation positive # Ere de la vérité & du partis-pris # Moral Score # Nouveaux Standards # Résilience # Modèles alternatifs Chatbot Blédina : transparence & conversation (FR) Poulehouse (FR) Gerblé : Bon pour vous. Bon tout court. (FR) Cassegrain (FR) - Instagram Refonte instagram Herta (FR) Print & PLV Naturalia (FR) Pub Instagram Liebig (FR) Impossible Burger de SXSW (Austin) en Levée de fond 2,3M€ en 2018 L’Atelier V* (veggie good day) (FR) Norvège et Europe (Burger King sauf France) Hari&co 1.
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