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1、The 2018trend reportWhy we all need to look at macro forces to unlock future opportunities in the age of disruption.The 2018 Trend ReportWayne Gretzky said:“skate to where the puck is going to be,not where it has been.”Disruption is everywhere we look,and the pressure to identify opportunities is mo

2、re urgent than ever in a rapidly evolving market.Traditionally,market research was the standard tool for discovering trends.However,because its based on what the consumer said and did yesterday,its inherently backward-looking it looks to where the puck has been.Where will the puck be going?Study the

3、 macro forces.In order to unearth future opportunities,we study thenumerous macro forces in society that affect everyone;from consumer,to producer,from processor toretailer,from young to old,rural to urban.Here are some predictions that we made at the tail end of 2016,all of which became big in 2017

4、.Food with a Function,Naturally Occurring From Protein to Protein+Fibre Simply Made,Real Ingredients Take Me Halfway There Portability Made for Me Narrowing the Farm Gate to Dinner Plate Journey Mindful Consumption Food is Food,Across BordersThose trends continue to reshape the face of food,and you

5、can read about them in the 2017 Nourish Food Trend ReportThe 2018 Trend ReportThe Word of the Year in the food industry is“disruption”.Our 2018 Trend Report is broken down into 8 disruption categories,with many of the trends weve identified driven by the Millennial consumer.Now outnumbering boomers,

6、they behave significantly different from previous generations.They are also becoming parents,with increasing and diversifying spending power.How will this fascinating group change the world of food?Read on to find out.1.Disruption in the way we source and purchase foodThe generations of digital nati

7、ves have a myriad of ways to get food-especially as urban populations get denser and kitchen and pantry sizes shrink.Grocery stores are changing how shoppers can get their groceries,with in-store or curbside pickup or,more recently,with Instacart delivery,now in partnership with Loblaws.In the US,Wa

8、lmart will even visit your home while youre at work and stock your fridge.E-Commerce will be everywhereWhile e-commerce is estimated to only comprise 2%of grocery sales today,its forecast to grow to 20%by 2025.While consumers,so far,have been slow to adopt digital grocery shopping,we predict that th

9、e marriage of Amazon and Whole Foods will launch the drive that will propel grocerye-commerce to similar levels as other retail categories.Grocery 2.0:E-Commerce will be augmented by ExperiencesOne of the biggest barriers to the growth of online grocery shopping is that consumers enjoy shopping in p

10、erson,with some seeing it as an act of love rather than a chore.These strong emotional connections create an opportunity for retailers to turn the shopping journey into a better experience,creating loyalty and a higher basket ring.To achieve this,stores need to be destinations in their own right and

11、 offer an experience beyond pure retailing to fulfil the consumers emotional needs.Examples are Eataly,about to open in Toronto,and Saks Food Halls.The 2018 Trend ReportMeal-kits and Grocerants-two words that didnt exist five years ago are now shaping the future.A further blurring of the lines is al

12、ready happening with retail sections at the front of restaurants and restaurants at the front of grocery stores.Subscription boxes and meal kits continue to grow,with Amazon filing for a trademark for a prepared food kit and established grocers like Kroger entering the market.In addition,Kroger is f

13、urther innovating across the food-to-go spectrum,with its entry into the restaurant business.Closer to home,drug stores are adding major food sections to serve their urban clientele from smaller,centrally located stores.The way consumers shop for food is changing and theres no going back.Now what?As

14、k yourself:if you were building a grocery store in 2018,should you improve on what exists or should you start over with a green field?In order to address shopper demand,retailers need to move from selling products to becoming solution providers.Something we predict well see is that stores will offer

15、 more easy meal solutions.Already,39%1 of Canadian grocery shoppers believe that supermarkets should organize food by meal occasion.Currently,the solution to this consumer pain point is meal kits,which operate like an efficient sous chef,taking care of everything from recipeselection to measuring to

16、 prep work.36%2 of consumers say planning meals consumes more time and energy than they would prefer.Could a meal-planning service help online grocery defend against meal kit providers?1 Mintel2 Mintel USA Consumer buying patterns also are continuing to shift away from meal ingredients to meal solut

17、ions.In 2015,fewer than 60%of dinners served at home were actually cooked there and one in four U.S.adults has purchased a meal kit in the last year5.As a result,the US meal kit delivery services market has ballooned to$5 billion in sales6,with continued growth expected as more consumers seek easy a

18、nd convenient ways to get dinner on the table.There is a real potential that we are moving to a time when cooking from scratch is a hobby thats only practiced on weekends,rather than being an everyday occurrence.3 Harvard Business Review September 20174 Ipsos5 Nielsen6 Packaged Facts The 2018 Trend

19、ReportGrocery shopping and home cooking are in a long-term decline3.While we continue to love watching cooking shows on Gusto,and have developed very sophisticated palates thanks to travel and multiculturalism,only 10%of adults love to cook from scratch.Home Economics is no longer taught in schools

20、and working parents have not passed on their skills to their children.As a result,consumers now spend more money eating out than on groceries.The rise of the 30 minute dinner and the indecisive cookFor todays consumer,dinner on a weekday must be under 30 minutes to prepare and cook,a number that wil

21、l continue to shrink.And dinners are less planned than most marketers think with 56%of dinner decisions made on the day of consumption and 20%when opening the fridge4.Disruption in the way we prepare foodThe 2018 Trend ReportDisruption with Radical Transparency&Food with a StoryMindful consumption i

22、s now moving to the concept of radical transparency,which well see more of in 2018.Thanks to technology,consumers now have access to smart labels that allow them to trace the entire journey of products,then check them against their personal values.An example of this force in action is Whole Foods wi

23、th the“Transparency 2.0”challenge.Food companies are being asked to increase transparency on product labels,going beyond just ingredient lists,nutritionals,and free-from status.All this is driven by the consumers ever-increasing demand to understand the products backstory from where and how the ingr

24、edients were sourced,how animals and workers were treated,and how they were produced.While the SmartLabel initiative in Canada is lagging behind US adoption rates,more and more consumers will start demanding this kind of disclosure.The 2018 Trend ReportDavid is chipping away at Goliath Big brands co

25、ntinue to decline while small brands are rising,driven by Millennial consumers.They want origin stories,small craft production,local and authentic products.Millennials are a more aspirational generation than previous GenXers and Boomers.They want food with a story and a company with values that is p

26、urpose-driven.Food fraud continues to erode consumer trustOnly one in five Canadian adults trust the health claims on food and beverage packaging7.Additionally,a recent study out of Dalhousie University found that 63%of consumers are worried about food fraud-that what theyre buying isnt actually wha

27、t theyre eating.7 MintelAs a result,foodservice retailers,manufacturers,and distributors at all levels will see an increased call for transparency and accountability from consumers.This will inspire further changes in the way companies produce,package and label their products.Omnivores are driving t

28、he growth of plant-based productsWhile the rate of vegetarianism/veganism remains steady,non-vegetarians who are concerned about animal welfare are driving the continuing growth of plant-based products.Can radical transparency or labels like Certified Humane turn that trend around?The 2018 Trend Rep

29、ortDisruption with plant-based products mainstreaming-and not just vegetarian or plant protein companiesWhile levels of vegetarianism/veganism remain at about 5%for the general population,its double that for Millennials8.Already,a third of the population classifies themselves as 9 flexitarians,and o

30、f those,almost half say they plan to eat more plant-based food in the year ahead.Vegetables move increasingly to the centre of the plate,flexitarianism will continue to growReacting to these developments,“Big Meat”will be stepping up its involvement in the vegetable protein market.Maple Leaf Foods r

31、ecently purchased plant-based protein companies Field Roast and Lightlife Food,broadening and future-proofing its status as a leading consumer protein company.Tyson Foods has raised its stake in BeyondMeat.Cargill and Nestle are also investing in plant-based and/or cultured proteins.Flexitarianism,m

32、eaning meat protein reduction,is now taking many forms-Meatless Mondays,or switching one animal-based product out of the diet.Sonic Burger takes an interesting approach with its new Slinger Burger that blends vegetables and meat-another way to do flexitarian.And science is now getting involved to ta

33、ke this industry“next level”with Beyond Meats“bleeding”vegan burger.In a world of declining meat consumption,how can you make your product more flexitarian relevant?8 Ipsos9 Mattson USThe 2018 Trend ReportDisruption by the intersection of technology and foodTechnology is helping to make shopping as

34、effortless as possible with intelligent assistants like Amazon Alexa or Google Home as well as connected appliances.Voice commands can be used to order food,and smart appliances can order groceries autonomously useful,especially for items that are seen as commodities(toilet paper)or frequently order

35、ed categories like milk.Walmart announced a partnership with Google in the US in August to offer items for voice shopping via Google Assistant.This will cause concern for brands when the consumer shouts“order milk”across the kitchen,the retailer will decide which brand to choose.Welcome to the conne

36、cted,digital kitchen51%of consumers now watch videos related to food&drink ideas,how-tos,and recipes10.And,Millennials are now using mobile phones during every step of the cooking process.According to Google,the vast majority of all Google Home units sold are installed in peoples kitchens11.While pe

37、ople over 35 are more likely to print out a recipe,59%of 25-to 34-year-olds cook with either their smartphones or tablets handy(the“spark”phase).10 Ipsos11 Think with googleThe 2018 Trend ReportOnce the evenings menu is set,the how-do-I-actually-make-it moment strikes,and millennials look for help o

38、n Google Search or YouTube.They will have subscribed en masse to food channels on YouTube,with 75%of the growth in viewership coming from mobile devices(the“prep”phase).68%of Millennial moms said that they also watch videos while cooking.And,if hands are occupied,voice search becomes indispensable:2

39、3%of adults use it while cooking(the“cooking”phase).The rise of the smart applianceAdditionally,kitchen appliances will continue to be both connected and smart.Google Assistant and Amazon Alexa are already powering home appliances such as thermostats.The Instant Pot pressure cooker,sous vide machine

40、s,thermometers,and even full-size appliances will continue to build on existing connectivity solutions to provide consumers with usage examples and recipes.The 2018 Trend ReportDisruption from nose to tail,and leaf to rootThe 2018 Trend ReportUpcycling takes food waste streams and turns them into ne

41、w products.Roughly 20-40%of all produce is being wasted before it reaches retail.Reacting to this,many retailers are now relaxing their standards and are instead branding,celebrating,and selling imperfect produce.Waste byproducts from kimchi and sauerkraut are becoming“gut shots”.Spent grain from be

42、er brewing that used to go to animal feed is now going into making bread and granola bars.Beet trimmings and leftover fruit are appearing in cocktails.Vegetable leftovers are being bagged and used by chefs for stocks,or as animal feed.And two Ontario grocers,Longos and Farm Boy,are using the Flashfo

43、od app to notify customers when food nearing its“best before”date goes on sale.From leftovers to lunchThe average Canadian consumer wastes 3.5 lbs of food/week.23%of that is leftovers.Can you design a product that helps consumers love their leftovers again?Young adults may be the easiest target,as l

44、eftovers for lunch is trending steeply12.12 IpsosThe 2018 Trend ReportDisruption in Health&WellnessFood is now seen as part of a self-care ritual.Relaxation drinks with chamomile,lavender or lemon balm,the rise of healthier comfort food are all being used as ways to combat that stress.But,treats als

45、o play a part in a balanced diet.Two-thirds of Canadians who eat sweet baked goods agree that it is acceptable to occasionally indulge regardless of nutrition14.Its all about balance!39%of women ages 18 to 34 say that a cheat day helps them stick to an otherwise balanced diet15.How can you give the

46、consumer permission to use your treat or comfort food?13 Ipsos14 Mintel15 MintelRegardless of generation,consumers are increasingly seeing food and beverage as a primary path to health and wellness.Almost half of all food choices are motivated by health and nutrition13.Add an aging population to the

47、 mix and this will continue to be a driving force going forward.But as a continuation of last years“Made for Me”trend consumers have a very personalized definition of what health&wellness means for them.Pro-active wellness incorporates digestion,energy,and mental focus.Food as self-careWith our tech

48、nology-connected lives,anxiety and stress have never been higher.The 2018 Trend ReportThe 2018 Trend ReportDisruption in when and how we eatWe no longer eat“3 squares”a day,yet that seems to be how a lot of marketers still plan.Traditional meal times are beginning to be cast-off in favour of all-day

49、 snacking.The meal daypart has structurally changed with Breakfast equalling 11%of eating occasions,Lunch 10%,and Dinner 11%.Snacks(including beverages)make up the balance of eating occasions16.Types of food are also becoming daypart agnostic.Eggs are for anytime,and anything can be snackified and m

50、ade portable-including eggs!Burnbrae EGGS2go!is a great example of this trend.Speaking of which,snacking has moved from“guilty pleasure”to“meal replacer.”We know that portability has become crucial to consumers,and this is a trend that will continue.The trend to snackify products is growing not only because of the emphasis on snacking,but also because consumers crave more practicality from what they are snacking on.And finally,remember the declining C-store channel?No more.The snacking trend is driving convenience stores to new sales heights.16 Ipsos