IDENTICA INSIGHT NEW EXPERIENCES IN EATING Issue 15 Issue 15 2 NEW EXPERIENCES IN EATING EATING EVOLUTION “ WE ARE CURRENTLY IN A ‘POST-ACQUISITIVE’ ERA WHEREBY FOOD EXPERIENCES ARE CONSIDERED MORE COVETABLE LUXURIES THAN OBJECTS LIKE JEWELLERY AND CARS,” AdAge, 2013 The way we think about food has dramatically changed over recent decades. We now care about provenance, traceability, craft and of course the health implications of what we cook and what we eat. In the West, food has become a social commodity that people enthusiastically share with others. It is an integral part of one’s lifestyle. In consumers’ minds, food has moved from a show product to a show you know product. Experience, environment and personal service become elevated in this new world. This trend for food experience is being spearheaded by millennials (18-34 years of age). But all this comes at a time when young people in this country are faced with unemployment and families have less money to spend. ‘New Experiences in Eating’ aims to identify the trends appearing in dining out and dining in but also map our ever-evolving relationship with food. © Copyright Identica Limited 2013 Issue 15 3 NEW EXPERIENCES IN EATING ARE WE EATING IN OR OUT? Since 2008, consumers have reined in their spending but the UK’s eating out market has risen 7% since that date. Admittedly, that growth has largely come from the fast-food sector as consumers are trading down and opting for quicker and cheaper options. However Prezzo, Domino’s Pizza, Marston’s and Greene King have all posted impressive sales growth through-out the downturn. Over the past 30 years, the UK’s eating out spend as a proportion of overall food spend has doubled to approximately a third. This is still lower than the U.S. where their eating out spend is 50% of the overall food spend. Meanwhile, the generation most effected by unemployment, millenials (age 18-34) are the biggest spenders when it comes to eating out. 64% of that age group eat out more than once a week. 12% OF MEALS ARE EATEN OUT Financial Times, 2013 © Copyright Identica Limited 2013 Issue 15 4 NEW EXPERIENCES IN EATING SPENDING BY AGE GROUP PER YEAR The Restaurant Choice, 2012 - Takeaways £7,274 £7,218 £7,116 - Eating out - Groceries £5,235 £4,069 £1,237 £1,231 £1,267 £1,359 £937 £1,019 £971 £582 £673 £317 18 - 24 25 - 34 35 - 44 45 - 54 55+ THE NEW FOOD PARADIGM Millennials still prefer cheaper food, and want previous generations to be gender neutral Because millennials grew up in an education it to be convenient. But they are also more when it comes to the role of cooking (61% of system that promoted group work over willing to pay for fresh and healthy food, and females and 60% of males enjoy cooking). individual study, soliciting peer feedback is a are prepared to go to great lengths to find it. way of life. It’s one big food conversation and if Millennials have much less brand loyalty and your brand has something interesting to say, Artisinal, organic, exotic, unusual, small batch are more willing to engage in untraditional this generation will listen. are what is desired. Food has become an distribution models of food. The purchasing of exploration and an adventure. food online is a natural exercise while A personalised service is appreciated across millennials are less inclined to adopt the ‘one- the generations. A local restaurant that knows Millennials believe they consume healthier, stop-shop’ format of food and prefer specialty. your first name or a barrista who says ‘the more natural/organic, less processed and usual?’ can make all the difference. If a better tasting foods than their parents – and It’s on trend to be a foodie. In the past few customer feels special then this will foster they’d be right. They also are more likely than years, the circulation numbers for Bon Appétit brand loyalty. magazine have skyrocketed. © Copyright Identica Limited 2013 Issue 15 5 NEW EXPERIENCES IN EATING A FOOD LIFESTYLE Being a ‘foodie’ is a holistic part of a complete lifestyle centered around local, trusted, fresh, healthy and exotic tastes in food. The more we understand about food and how to cultivate, prepare and appreciate it the better. But importantly, food has become cool. The indulgence in exotic flavours both in the home and out means that consumers can socially trade in food and create their own communities and tribes. Food magazines have been in existence for a long time but there has been a significant rise in specialist periodicals covering geographical cuisines or individual food groups. What’s significant is that this new breed of publications and complementary websites fuse edibles with literature, art, culture and fashion, creating a lifestyle map with off-beat, gastronomically immersive, content. Of course these foodies need an outlet for their creativity. Enter Foodily, the platform that allows anybody to post recipies, video turotials and host discussions around anything to do with food. © Copyright Identica Limited 2013 Issue 15 6 NEW EXPERIENCES IN EATING THE MAINSTREAM FOODIE The line between specialty and mainstream Their influence can create a spike in ingredient foods continues to blur due to the escalating sales or kitchen paraphernalia while foodie movement. This is being compounded by simultaneously creating a cult-like following. the rise of certain ‘foodie’ chefs, or Heston Blumenthal sent the sales of prunes experimental chefs that now shine bright in skyrocketting in 2013 (14% increase) as he the mainstream media. recomended them as a healthy snack. Search of term “foodie” in Google Trends, time period 2004 to 2013 Yotam Ottolenghi Heston Blumenthal Tom Kerridge © Copyright Identica Limited 2013 Issue 15 7 NEW EXPERIENCES IN EATING SUPERMARKET SURPRISE There’s no escaping that household incomes – Ready meals are most popular in one and have reduced, consumers are trading down two person households without children. to faster, more convenient dining experiences. – Italian, British and Indian meals make up An increased investment in premium three-quarters of all ready meals sold. ready meals has emerged. Time and cash poor families are increasingly opting to – More ready meals are in eaten in the UK dine-in while the increase in single person than the rest of Europe combined. households means ready meal sales are at an all time high. Consumers of all ages are looking for natural and quality ingredients from their meals which has seen the premium ready meal market increase year-on-year by 8%. During the economic downturn the M&S Dine in for £10 strategy was replicated by many supermarkets and was a reaction to people dining out less and needing a credible alternative. Moving forward however, supermarkets have recognised that consumers are more knowledgable about food and happy to explore new cuisines. Exotic ready meal options are starting to be promoted to try and capture those who know about food but still look for convenience. © Copyright Identica Limited 2013 Issue 15 8 NEW EXPERIENCES IN EATING TAKEAWAY FEVER It was once just a treat for the weekend, ordering service, has revealed figures showing restaurants worldwide. Global revenues were but a new survey has found that the average how the growth in smartphone use and £64m in 2012. Briton now forks out £110 per month on adoption is driving changing consumer buying takeaway meals. habits for takeaway. Since it was founded in It just goes to show that if a business can 2001, the London-based Just Eat has grown identify and service a consumer habit then Just Eat, the UK’s leading online takeaway steadily to encompass more than 28,000 that business can reap the benefits. © Copyright Identica Limited 2013 Issue 15 9 NEW EXPERIENCES IN EATING SINGLE SERVE SPECIALISATION The eating in and eating out landscape is constantly evolving. Restaurateurs, brands and retailers are all innovating to capture consumers’ imaginations and pounds. No longer must a restaurant have an encyclopaedic menu of exotic fare in order to attract attention. Nowadays, the mastery of a single dish is enough to propel new eateries into the limelight. If restaurants can master one dish then consumers will flock from miles. Soho’s Flat Iron has perfected the art of the little known flat iron steak cut and only sells that singular dish. The restaurant specially trains their chef’s to become masters of that steak cut. New York’s Pomme Frites focusses on Belgian fries only, while London’s Meatball & Wine Bar only sells five types of meatballs. This focused dining is not a new concept however. Parisian restaurant L’Entrecôte has served a walnut salad starter and a main course of steak and chips since its inception in 1959. © Copyright Identica Limited 2013 Issue 15 10 NEW EXPERIENCES IN EATING DIGITAL DINING New technologies are transforming the its guests to experience multi-sensorial dining. McDonald’s Singapore have introduced physical dining experience. Digital platforms Each dish is accompanied by kaleidoscopic interactive tables for children to use in in restaurants and bars are offering wall projections, computerised lighting, scent collaboration with their parents’ smartphone. unprecedented customisation opportunities, diffusions and surround sound – all designed with hundreds of food and drink combinations to intensify the taste of the food. Many think digital dining is a gimmick. In the to suit every taste and nutritional need. case of Ziosk, it can make a restaurant more Ziosk tablets enable patrons to independently efficient, and suit younger consumers who Shanghai-based restaurant Ultraviolet enables order food and drink and even settle their bills. naturally expect high levels of digital integration.