Good for Food: A Future Trend Report.

hellostir.com Introduction.

When it comes to today’s time-poor, health conscious and hungry consumers, food is Food has become far more than the product itself. The industry is increasingly big business. prone to external factors such as sustainability, sourcing and packaging.

Research from the Department for International Trade showed £230bn is spent on It’s a fast-moving market with high expectations and paradoxical demands, so food and drink each year.1 keeping up-to-date with the latest consumer trends, opinions and beliefs has never been more important. But fast-changing lifestyles, greater spending demands and evolving views on the world, make it tougher to know what this fickle bunch wants to munch. We’ve pulled together some of the best ways to understand what today’s consumers want when it comes to the food they like, to toss in the trolley and From takeaways and recipe box deliveries, to health-conscious snacking and vegan stack in their cupboards and fridges. diets, the market is wide and varied. There’s little doubt generational consumption habits are fast-changing to become more health-conscious. 58% of consumers ranked a balanced as one of the best ways to proactively manage health, above physical exercise (57%) and taking supplements and (47%).2

Younger consumers within the Millennial bracket say that they prioritise Health and diet, exercise and mindfulness more than their elders. Current trends suggest that Gen Z are set to surpass the progress Millennials have made in this area. In the next five years, the oldest sub-segment of Gen Z will reach their mid-to-late 20s and are forecasted to drive a 5% increase in Wellness. growth within the holistic and healthy snack category.3 To make sense of this, we’ve identified three trends you can learn from when it comes to health and wellness. Nothing tastes as good as smart feels.

For today’s consumers convenience is king - from round-the-clock deliveries, to 24-hour news and instant communication. But fast-paced living also means they’re more likely than ever to eat at their desk or grab food on the go. This craving for ease means consumers are increasingly searching for more efficient means to achieve a balanced diet. They want functional ‘smart’ foods, priced economically and with the right mix of vitamins and nutrients. They treat food as fuel and want to be able to fill-up without thinking. As such, the global functional ingredients market was worth $64.9 million in 2018 and it is expected to reach nearly $100 million by 2025, with 65% of consumers seeking functional benefits from their food and drink.4

Health Health & Wellness Being able to metaphorically offer everything on a plate could certainly make a packet for the brands who get it right. Eat Like a Chief: ‘Collagen’ Bars: extreme naturalness in a bar

Top five ingredients perceived to deliver functional benefits by consumers are: Omega 3, Green Tea, Honey, Stir PR’s takeout: Fast food no longer means junk. Huel has gone to great 5 Coffee and Probiotics. lengths to create the most nutritionally optimised replacement while incremental adaptations are also welcomed; a bit of brain-boosting Omega 3 - as seen in Good Karma Yoghurts - can also do the trick. Consider any insights from your product or service- does it offer efficiency, health, diet or general optimisation? If so, amplify the messaging to leverage this trend.

Huel: nutritionally complete, convenient food DNA Diets. Talk of ‘food fads’ is no longer polite. Increasingly, individuals are ‘owning’ their food preferences, intolerances or allergies, paving the way for brands to build products that meet individual needs.

Baze Box: personalised supplement service is now mainstream, gluten-free options sit proudly on menus and dietary differences make great dinner conversation. Stir PR’s takeout: Personalisation has become an important According to a recent Stylus report: The Consumer of 2035: Wraparound driver of what consumers buy and eat. But this evolution into Wellness6, consumers will have an encyclopaedic grasp of diet Do’s hyper-personalisation means brands must reflect them from and Don’ts. It says: “Nutritional science will pinpoint the unique effect of the inside-out. Last year, Waitrose trialled an in-store personal ingredients on individuals and real-time guidelines will govern what we nutritionist service, with health experts helping customers select should eat and when, taking into account factors such as weather, age, nutritionally-superior products based upon their individual mood and hormonal changes.” needs. Stylus reported that the trial could evolve into an in-depth concierge service, where individuals access advice based on their As medical advances speed up, consumers will want greater insight medical history or even their DNA profile.8 into different foods, environments and treatments, as well as bespoke diets. Right now, they are considering wellness from the inside-out and choosing products according to science, making considerations around gut health, food intolerances, specialist diets and even blood type. Health Health & Wellness

42% of UK consumers would be interested in a personalised diet based on their genes/DNA - Global Consumer Trends 2019, Mintel7

The Pure Package: personalised diet meal plans Grenade: high protein snack bars

Food that’s The protein market alone is growing at a CAGR of 7.5% and the milk protein fitter for eating. market at 6.8% CAGR.10

Traditional health clubs used to rely on obtaining rather than retaining members but now boutique classes, 24-hour gyms Mars Inc: launched Snickers and smartphone apps to book a PT session or track a run and Mars bars + protein have moved fitness from something people have to do to something they want to do - and even enjoy doing.

This cultural shift has transcended into food selection, as consumers look to refuel after a workout or optimise performance with their choice of food and drink. Protein products once deemed only for hardcore gym enthusiasts are now finding their way into common day-to-day life; it’s no longer considered strange to enjoy a protein shake at your desk or to ask for a protein bar with your coffee. Health Health & Wellness

A Grocer poll revealed that 6 in 10 shoppers see protein bars as healthier than chocolate, with a third saying they always or often bought them as an alternative to confectionery.9

Stir PR’s takeout: We are witnessing a fitness revolution in the way we eat as well as the way we look after our bodies physically through exercise. The plethora of brands devoted to offering a healthier alternative has made many ditch their usual calorie-laden bites. Brands not necessarily aligned with the health and wellness space could supplement products with related healthier ingredients to earn new credentials and customers. Generation Z (those born in the mid-90s to early 2000s) will make up 31% of the world’s population by 2021. Succeeding the pivotal millennials, it is believed that Gen Z will be the first group of adults to have deeply formed perceptions and beliefs from a young age, on the importance of sustainability, protecting the planet The Gen Z and our environment. With Gen Z disrupting several industries, brands will be keen to understand them more coherently around these important topics. This generation are far more unlikely than those before them to put up with gender-based marketing, Effect. stereotyping and bland, catch-all, non-personalised targeting. If brands don’t seriously consider the needs of Gen Z and how they wish to be spoken to, they risk alienating these consumers.

Equal rights, Philadelphia: ASA banned advert for harmful stereotyping equal bites. BrewDog: Pink IPA was deemed patronising by consumers

Gen Z don’t believe in gender stereotypes. With their daily lives inclusive of conversation around gender equality and diversity, traditional expectations of masculinity and femininity have changed. .

Gone are the days of the Diet Coke breaks for women ogling men and Yorkie chocolate being “not for girls”. Trending hashtags like #LGBTQTogether and #LGBTQRuleTheWorld show Gen Z’s pride at inclusivity and 81% strongly believe that gender does not define a person.12

The reshaping of these traditional norms gives brands a creative opportunity. Industry bodies have recently introduced the Advertising Standards Authority (ASA) guidelines detailing how adverts must refrain

The Gen Z Effect from using gender stereotypes likely to cause harm or widespread 60% of Gen Z embrace the idea of gender offence. Yet some ads are already falling foul of this and receiving bans. nonconformity and think forms should include Given 45% of consumers think that marketers portray women in selection ‘options’ other than ‘male’ or ‘female’.14 outdated ways and believe ad targeting is based on stereotypes 13, it is clear that brands will have to increasingly understand the need for social responsibility.

Coca Cola: diva vs dude on-packs Stir PR’s takeout: targeted teens It’s important for brands to communicate to the person not the gender. Leveraging out- dated stereotypes can seriously damage a brand reputation showing the brand as out of touch. Instead, brands should be playful with the themes of inclusivity and Gen Z’s sense of tribe or individual identities. The Gen Z Effect As Stylus describesinitsreport GenZRewrites Food Culture hedonistic relationship with food. something of a“healthparadox” at play, asthey also want to enjoy amore Health and wellness plays acrucial role inthelives of GenZbutthere is and eat ittoo. Have your cake sized way. consumers say they prefer products packaged inthiscalorie-controlled, portion- formats andtransforming theminto guilt-free ‘nice’ options. More thanathird of developed 10-fold, with increasing numbersof brands takingtypically ‘naughty’ of adiversified product line. Withsuchinnovation, itis no wonder thissector has like anindulgent treat buthave around 100caloriescansatisfy acraving aspart contains just260calories.Meanwhile, confectionery snacksthat lookandtaste Loaded vegan burgers cannow alsobe washed down with atubof ice cream, that demand, like Greggs’ cleverly executed Vegan SausageRoll. This complexity gives brands achance to develop new concepts to theincreasing and desserts. group often displays astrong tendency towards indulgent comfort foods like pizza heavily-influenced by the widespread mediathat champions ‘clean’ eating, this McDonald’s in thepastsixmonths Over 60%of GenZshave visited . 17 15 , despite being vegan sausage rollsGreggs: wentsausage vegan viral Vurger Co: vegan ‘junk’ food for healthy hedonists less healthy ontheother. on onehandbutnot afraid to have something traditionally with the‘bad’ with consumers lookingfor healthier options than ever, eating has become aboutbalancingthe‘good’ ‘naughty’, brands canengage with thisdemographic. More formats that were once traditionally perceived to be allows themto enjoy atreat. By repurposing product Despite their dedication to health,theGenZmindset PR’sStir takeout:

Halo Top: guilt-free indulgence

Thinking - Special K: moved away from swimsuit bodies and being - body positive.

Gen Z’s liberal values and socially-progressive attitudes transcend into concerns around body positivity. Not just about body size, we’re talking about everything that relates to owning the skin you’re in.

Physical abilities, illnesses, race, etc. aren’t factors that are important any longer as a lens. Instead the focus is on health, happiness and shunning outdated

stereotypes on what is deemed “beautiful”. Weight Watchers: evolved brand to WW 60% of Gen Z embrace the idea of Irregular Labs18 found that the key thing making brands “cool” to Gen Z is authenticity. This goes to the heart of the message that brands must convey, gender nonconformity and think forms The Gen Z Effect because this group isn’t shy at making its feelings known and taking on brands should include selection ‘options’ other they disagree with. 19-year-old Florence Given took on Netflix to get Insatiable banned in 2018,19 while London Mayor Sadiq Khan20 moved to strengthen than ‘male’ or ‘female’.21 advertising guidelines on the London Underground network.

This is a generation who place a strong focus on self-care and want to nurture their wellbeing, in a way no generation has before.

Stir PR’s takeout: Gen Z are the first to grow up as digital natives. During an era where people have been called out for mistakes and injustices, they’re streetwise, crave authenticity and shun fake news. They are realists and don’t believe perfection exists. To resonate with them, brands must use channels they inhabit like YouTube, Instagram and TikTok, and start unpeeling marketing manifestos to meaningfully engage with. Consumers are becoming increasingly aware of the impact their buying habits may have on the planet. With climate change, fast fashion and food miles all hot topics, many are more willing to do greater amounts of research, understand product sourcing better and broadly try that little bit harder to make more sustainable purchases and waste less. Sustainability. It is also clear that consumers, while happy to share the environmental responsibilities, look to the brands they love to do their bit too - and if they don’t believe this is happening, they will have no trouble switching their loyalty to those who do.

AB Inbev: Corona screwable cans eliminate plastic Treat them green, keep them keen.

With more people now exhibiting a greater awareness of their own environmental impact, many have become incredibly conscious of how purchases they make contribute to this.

This is put into clear focus when packaging is considered, especially after the monumental success David Attenborough’s Blue Planet series had on the waste plastic narrative and the nation’s psyche around recycling.

The ‘Food to Go’ industry certainly has a part to play in cutting this down or out altogether. This category causes 11 billion items of packaging waste a year22, much of which can’t be recycled.

Sustainability Brands are however increasingly making changes, with many having turned to sustainable packaging options. Drinks brands are swapping out old-style plastic ring holders for cardboard variations while others have shifted from plastic bottles to aluminium cans (even for water and using that as a marketing point). Solero: removed plastic lolly wrappers Supermarkets are also responding, as demonstrated by Morrisons and Tesco, who have launched/trialled plastic-free aisles.

Stir PR’s takeout: Sustainable packaging is now a growing expectation among consumers. They are sympathetic though and appreciate this problem will not be solved overnight, therefore are welcoming even the smallest of steps. There is a real positive PR opportunity for brands to show they are tangibly working to change their approach with new products Eight in 10 consumers are trying to reduce their plastic and ideas. However, consumers are a savvy bunch. Any effort needs to be authentic waste and half would be willing to pay higher prices for and genuinely backed by the wider business, not contrived or tokenistic. eco-friendly packaging.23 Who knew science Sainsbury’s: opened a meat-free Butchers

could taste so good? Bournville: highlighted (existing) vegan credentials

Consumer desire for a more environmentally- can be seen in their increasing appetite for more unexpected ingredients with an eco-conscious story.

With food choices playing an increasingly important role in countering climate change, avoiding meat and dairy products is the single biggest way consumers can reduce their environmental impact.

Many food brands are exploring how they can change their ingredients accordingly. This is driving investment in new technologies to create more sustainable food.

Innovators are designing new ways to eat, responding both to consumer needs and their own business imperative to improve sustainability of the planet. Sustainability Meat is increasingly being replaced by dairy and plant-based substitutes that still have the taste and texture of the real thing. Pea proteins, wheat and potatoes are being turned into hamburgers, while oats become yoghurt and mung beans, eggs.

Reportedly if everyone in the UK swapped just one red meat-based meal for a plant-based meal every week, the UK’s greenhouse gas emissions would be cut

24 by 50 million tonnes. Stir PR’s takeout:

Taking a responsible approach to this trend does not necessarily mean reinventing the JUST Egg: plant wheel or the development of a brand-new product. Often simple ingredient switches alternative to eggs can suffice or packaging up existing products in different ways. For example, Cadbury’s highlighted its popular Bournville chocolate bar’s vegan credentials and then launched it in the well-established mainstream giant button format. A third of Britons think we’ll be eating insects 13 such as crickets or worm burgers by 2029.25

Waste not Kellogg’s: wasted cereal repurposed for beer

There’s a growing movement to cut waste and reintroduce products onto want not. store shelves that previously would not have made the grade, such as wonky fruit and vegetables.

Apps like Karma life and Too Good To Go are being used by restaurants, Spare Snacks: wonky veg turned air-dried crisps sandwich chains and cafés to advertise food that is about to pass its use-by date, in a bid to reduce waste.

The ethical problem of binning food while others go without and the rising need for food banks means consumers are becoming more aware of the pitfalls of waste. They are also more in tune with the strain waste puts on the environment and how it contributes to climate change.

UK retailers are responsible for 3.6 million tonnes of food waste at source.26 This is produce that has been rejected because it does not meet supermarket standards. Encouragingly, large supermarkets and manufacturers have signed up to efforts to drive down the UK’s annual £20bn food waste bill by committing to halving waste from “farm to fork” by Stir PR’s takeout: Repurposing by-products is an interesting space 2030.27 to play in and can create a compelling narrative for PR. These efforts Sustainability often lead to surprising outcomes that are well received by consumers, e.g. Kellogg’s repurposing its cereal waste for a beer collaboration. Take

Rubies in the Rubble: condiments made from wasted fruit the lead in this sector by finding sustainable ways to create existing or new products, as well as actively educate on clever ways consumers can reduce their own food wastage too.

£1bn+ of food destined for UK supermarkets is thrown away or fed to animals before it leaves farms every year.28

14 For many brands, the day of the one-way conversation is fast becoming redundant and with the ‘conscience economy’ having such a huge influence on purchasing decisions, brands will need to work a lot harder and do a lot more around the idea of purpose to appeal to Purpose. changing consumer demands and habits. They are now coming under increasing pressure to establish more human and culturally relevant ways to engage their audiences. This is why we’ve seen the recent rise in brands adopting purpose-driven marketing at an accelerating pace to engage with the consumer on a deeper level. on a deeper level.

Ben & Jerrys: rallies consumers for shared beliefs Wake up to wokeness.

The term ‘woke’ has now entered mainstream culture to describe consumers who are increasingly aware of racial justice, environmental, political and social issues.

This has spawned a new wave of activism. In addition to those who march and protest, the popularity and mass reach of social media has resulted in petitions receiving millions of signatures within days and global issues being localised in a matter of minutes. It is no wonder 55% of consumers believe brands actually have a more important role than our governments to create a better future.29

Brands are under increasing scrutiny when it comes to how they behave - and how they communicate as well. In an attempt to stand out from their corporate Dairy Milk: donated its words to Age UK competitors, they must show not simply tell. Purpose

A business used to be a black box but now it’s a glass box. Everything it does is visible, so marketers need to consider this transparency. This relates to brand values as much as products or services, exemplified by 87% of Gen Z saying they expect a whopping 24% more than Baby Boomers.30 Stir PR’s takeout: If you stand for something, that stance needs to be genuine. It must also be echoed through every level of your business. Consumers now expect as standard to know pretty much everything about the brands they engage with. 78% of consumers said it is ‘somewhat or very 91% of Millennials and 85% of the average U.S. important for a company to be transparent’.32 public would switch brands to one associated with a cause.31

16 B Corps B doing good work. Stir PR’s takeout: While B Corp status isn’t achievable for all in the short-term, brands The need to define a social or business purpose, is board-level objective can still show a commitment to the greater good at every level of the Abel & Cole: one of 200+ UK B Corps that means planning longer-term commitments around these goals and business. This will be well-received and valued by consumers. Simple this sort of commercial ethos. steps could be considering what packaging you send out samples in... is it excessive? What kind of materials you use at events... are they A desire to do more good has led to a rise in B Corps, companies certified sustainable and recyclable? Or conserving as much energy and by an independent body to show they meet the highest standards of verified preventing as much waste as possible within your office. social and environmental performance, public transparency and legal accountability - they are businesses balancing profit and purpose.

B Corps have encouraged and accelerated a global culture shift to redefine what success means for a business in the 21st century and to demonstrate how they can build a more inclusive and sustainable economy.

It is clearly accepted now that society’s most challenging problems cannot be solved by governments and non-profits alone. B Corps work toward reduced inequality, lower levels of poverty, a healthier environment, stronger

Purpose communities and the creation of more high-quality jobs. Profits and growth are used as a means to a greater end.

Tony’s Chocoloney: committed to abolishing slavery

As of August 2019, there were 217 B Corps in the UK, with more than 3,000 companies globally.33 17 Consumer expectations have shifted massively when it comes to offline vs online. Our prolific use of technology means we have the opportunity to buy products without ever leaving social platforms.

Brands such as Graze and Huel have taken advantage of this, putting their efforts into digital to capture subscriptions. Social But this area is more than just ads; voice discovery, influencers and online communities have an ever-increasing role to play.

Younger consumers are much more comfortable trying new brands they have discovered Commerce. online, with 74% of people stating that social influence their purchase decisions.34 The ever-evolving social commerce sphere gives brands the opportunity to test and learn with direct brand to consumer purchase. Brands who will succeed in this space must find innovative, unobtrusive ways of getting their message out there and converting to sales directly within the platform.

TGI Fridays: doubled profits with Chatbot Cracking social

Nearly three in 10 cite researching/finding products snacking. online as a main reason for using social media.37

Graze: promotes its USPs across social media

Social platforms like Pinterest and Instagram are encouraging consumers to discover new products and buy them directly from the platform. Younger consumers are more likely to take advantage of social commerce with more than 55% of Gen Z internet users doing half of their shopping online. Nearly as many millennials said the same. 35

Discovery is what makes social shopping fun and engaging, with brands understandably wanting to convert that excitement into action. 200+ million Instagrammers visit at least one business profile a day and 60% of Instagrammers say they discover new products on Instagram. 36 Social Commerce Social The bulk of social commerce still takes place on Facebook and Instagram but while social shopping was initially aligned with beauty Stir PR’s takeout: and fashion, it’s now expanding to other categories such as food. Social commerce has been driven by the changing cultural and consumer preferences and their attachment to technology. 71% of millennials consider their mobile device to be their most important shopping tool.38

19 From brand Gusto, HelloFresh: shared success via B2C model to hand.

From mattresses to eyeglasses, there is now a new style of smaller online-only consumer brands taking away demand from the shelf space in retail.

The growth of direct-to-consumer (DTC) has been enabled through apps, ‘buy’ buttons and subscription services. It has been augmented by the growth of outsourced manufacturing with shorter production runs. Gone are the days where big retail stores could pinch brands on price because of the power they wielded.

44% of people pointed to Facebook as being the platform that raised their awareness of DTC brands, followed by YouTube (31%) and Instagram (28%).39

Social Commerce Social It is still possible to bypass retailers and win big. HelloFresh started as a DTC company and delivers nine million dinners per month globally.40

Grocery brands can take advantage of selling through Amazon and eBay while Deliveroo and Uber Eats have also allowed brands to reach more consumers at a higher price point with their own meal services.

Stir PR’s takeout: DTC brands have disrupted and are using social media to build engaged audiences based on high-quality products and authenticity. These brands are future-proofing themselves with complete control over their entire data ecosystem, allowing them to easily leverage data to 81% of consumers plan to shop generate personal experiences, as well as real time results in order to direct-to-consumer brands.41 make changes to their strategy.

20 Alexa, I’m Hungry. Dominos: simplified orders to five words

Only a decade ago, clicking and collecting them was unheard of, waiting more than two days for a delivery was the norm and drones, were all elements from a sci-fi novel.

Fast forward and Amazon’s Echo (Alexa) and Google Home are in many of our homes, changing the way we shop as and impacting how brands can make themselves available.

Voice search makes online shopping easier by curating recommendations and allowing people to quickly to their online order. With Alexa, you can use Amazon Fresh to tell it about dietary requirements with the system automatically suggesting items to the cart that match your requirements.

Voice shopping is said to be worth £3.5bn by 2022 (OC&C Strategy) while 20% of mobile searches are now voice-initiated.42 This represents a powerful tool for brands when used to its full capabilities. Social Commerce Social

22% of UK households own a voice-controlled device.43

Stir PR’s takeout: It won’t be long before voice is a serious sale channel. It can deliver a more 21 personalised experience, improving customer retention and loyalty. Conclusion.

It is clear that the food industry has huge potential for growth. A new generation of consumers is At Stir PR, insight-driven creativity sits at the heart of everything we do. Our mission is to deliver hungry for healthier, innovative, balanced and personalised options. insightful and creative campaigns that stimulate both the conscious and subconscious mind. We call this Stir Emotion and the impact of this approach is we drive sales through changing But with this growing for the right product comes a sharp increase in the kind of behaviours and by creating brand love. expectations these consumers are now placing upon brands. They want to buy from companies who align with their values. The food industry has never been better placed to take a large slice of the commercial opportunities on offer - but only if those working within it have the right appetite to embrace this They will look behind and beyond your marketing. They will talk to each other. Share positive fast-changing consumer landscape. recommendations. But they will also stand up against any perceived negativity when it doesn’t match their world view of how a brand should act. Polly Atherton

It is no longer possible for a brand to use marketing simply to ‘shout’. Brands must be culturally [email protected] relevant, responsive and willing to accept they will need to continually adapt to keep one step hellostir.com ahead. References.

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