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Post-COVID-19 Food Trends: Nov., 2021 Update

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Post-COVID-19 Food Trends: Nov., 2021 Update

Hamutal (Tula) Schieber recently talked about Food Trends at a conference. A version of this presentation is available here:

It is true that speed or ease of preparation, convenience, taste, indulgence and health are not new trends. But each of these considerations has changed significantly in the last decade and especially after the Coronavirus Pandemic, and we reviewed how consumers perceive them. Furthermore: who influences consumers today? How do consumers decide what is healthy and what is a treat, whether to make a meal or buy it, whether to go to a store or buy online? What external factors influence the choice of brands and packaging - such as trends, social media, independent production, craftsmanship, ethics, sustainability, contribution to society?

Hamutal (Tula) Schieber recently talked about Food Trends at a conference. A version of this presentation is available here:

It is true that speed or ease of preparation, convenience, taste, indulgence and health are not new trends. But each of these considerations has changed significantly in the last decade and especially after the Coronavirus Pandemic, and we reviewed how consumers perceive them. Furthermore: who influences consumers today? How do consumers decide what is healthy and what is a treat, whether to make a meal or buy it, whether to go to a store or buy online? What external factors influence the choice of brands and packaging - such as trends, social media, independent production, craftsmanship, ethics, sustainability, contribution to society?

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Post-COVID-19 Food Trends: Nov., 2021 Update

  1. 1. Food Trends, Nov. 2021 01
  2. 2. Today's Menu CONSUMER TRENDS POST-COVID-19 STRATEGY AND INNOVATION 02 Hamutal (Tula) Schieber, Nov. 2021
  3. 3. 03 Hamutal (Tula) Schieber, Nov. 2021 One Tiktok says it all: recreating a trend ("the new avocado toast"), vegan (but don't mention it) cheese, indulgent, basic cooking (to personalize), and Lizzo - as creator - who drove massive brand awareness.
  4. 4. 04 Hamutal (Tula) Schieber, Nov. 2021 A New World Mindfulness: Physical & Mental Proactive and Functional PERSONAL WELLNESS Solutions over products fun, child-like, indulgence Convenient consumption STRESS-FREE LIVING Diversified influence Self identity/ community Online and social lives DIGITAL & TRIBAL
  5. 5. 05 Hamutal (Tula) Schieber, Nov. 2021 "We can’t be married to the past; we need to always use a fresh set of eyes and challenge ourselves on the best ways to meet the needs of consumers". JAMES QUINCEY CHAIRMAN & CEO, COCA-COLA APRIL, 2021
  6. 6. 06 IFIC, 2021
  7. 7. 07 Kerry Group, 2021 The "&" Consumer
  8. 8. 08 IFIC, 2021 39% of US Consumers follow a diet INCREASING TO 52% OF 18-34 YEAR OLDS. CALORIE COUNTING ON THE LEAD...
  9. 9. 09 IFIC 2021 Functional Niches 20% of US consumers seek food with actual benefits. 27% now say healthy food is defined by the presence of “good” components like fruits, vegetables and nutrients (up from 17% in 2016)
  10. 10. 10 IRI, 2021 Product Pacesetters Functional Niches drive Successful Innovation
  11. 11. 11 IRI, 2021 Product Pacesetters BFY Indulgence Nestle's gluten-free, BFY ready meals LIFE CUISINE Coca-Cola's sparkling water. Now functional benefits AHA Keto, no added sugar ice-cream REBEL
  12. 12. 12 IRI, 2021 Product Pacesetters Indulgent Experiences Pepsico's snack gets a new mouthfeel CHEETOS POPCORN Positioning Hershey's Reese's for new consumer segments and opportunities REESE'S THINS Nestle's at-home "pizzeria pizza", with croissant dough DIGIORNO
  13. 13. Inherently Functional 13 Hamutal (Tula) Schieber, Nov. 2021
  14. 14. 14 Hamutal (Tula) Schieber, Nov. 2021 Globally, consumers aged 18 – 24 turn to social media platforms (e.g., TikTok,Instagram), for advice on healthy eating. 58% say the pandemic has made them more aware of eating healthily. They prioritize their mental wellbeing over calorie counting. EIT FOOD, OVER 2,000 18-24 YEAR OLDS FROM ACROSS THE UK, FRANCE, GERMANY, POLAND AND SPAIN
  15. 15. The Halo Effect of Sustainability Claims: Food is Perceived as Healthier 15 IFIC, 2021 (USA)
  16. 16. F o o d P r o d u c e r s P o l i c y M a k e r s F a r m e r s G r o c e r y S h o p p e r s R e t a i l e r s 75% 50% 25% 0% 16 Bord Bia European Survey, 2021 Consumers expect sustainable options 63% of European consumers think food producers are responsible for improving sustainability in food & drink, compared with 42% who say "Grocery shoppers/ People like me". "Who do you feel is responsible for improving sustainability when it comes to food and drink?"
  17. 17. 17 Bord Bia European Survey, 2021 Sustainability Matters!
  18. 18. Consumers ask for empowerment - to make the right decision 18 Hamutal (Tula) Schieber, Nov. 2021
  19. 19. 19 Plant-based growth: health perceptions and "feel good" factors - now with better flavor, more accessible and easy to make/eat Beyond Sausage; Krave Vegan Jerky; Impossible Nuggets Hamutal (Tula) Schieber, Nov. 2021
  20. 20. 20 Mondelez: Ca Pao upcycled cocoafruit snacks; Dirt Kitchen veggie/nut snacks made of "imperfect" produce Food waste: a rising trend. Increasing consumer awareness (and opportunity for non-plant based food, too). Hamutal (Tula) Schieber, Nov. 2021
  21. 21. "TikTok made me buy it", but make it cause-led: 100 Coconuts x Tiktok 21 Hamutal (Tula) Schieber, Nov. 2021
  22. 22. 22 Stress-Free Kroger: the "Anything, Anytime, Anywhere" approach
  23. 23. 23 Mondelez research, Nov 2020; Mondelez Investor Report 58% of consumers consume smaller meals throughout the day. But they demand more from their snacks.
  24. 24. 24 Hamutal (Tula) Schieber, Nov. 2021 World flavors, but make it convenient: adapting to COVID-trending appliances Trending: Street corn, cheese in the air frier Tyson - Instant-pot meals
  25. 25. from 2019 from 2020 +50% +40% +30% +20% +10% +0% 25 Staying at Home 31% of people say they will continue to meet friends and family at home more frequently than before COVID-19, and they plan to work from home more as well. At-home entertainment categories rise as a result: according to IRI, fresh chilled cheesecakes grew 29.6% 2021 vs 2021 and 48% 2021 vs 2019. Hamutal (Tula) Schieber, Nov. 2021
  26. 26. 26 Conagra 2021 At-Home entertainment: supporting the experience
  27. 27. 27 Stress-free for at-home cooking: Solutions over products Tesco: partnered with SimplyCook to launch in-store meal kits Kroger: Meal kits and ready to eat solutions
  28. 28. 28 Stress-free: Kits go from D2C to CPG Hamutal (Tula) Schieber, Nov. 2021
  29. 29. HELPING CONSUMERS REACH THEIR GOALS. A SERVICE FOR THE "RICH AND FAMOUS", DEMOCRATIZED "FOR ALL" Stress-Free: Meals that fit your lifestyle / diet 29 Hamutal (Tula) Schieber, Nov. 2021
  30. 30. THE "NEW INDULGENCE": A TWIST (FLAVORED OIL, PRESENTATION OR MIX) TO CHANGE THE EXPERIENCE 30 Hamutal (Tula) Schieber, Nov. 2021
  31. 31. 31 Trend Recap World flavors - food takes flight. Make it exceptional - in making and consumption INDULGENCE Taste, wellness, indulgence, price AND sustainability/cause THE "&" CONSUMER Consumer choice: how/when/where to buy, make, consume. Solutions = personalization and concierge. STRESS-FREE Functional - body and mind. Gut health, plant-based and sugar reduction. WELLNESS Hamutal (Tula) Schieber, Nov. 2021
  32. 32. 32 Contact Us WWW.RESEARCHCI.COM INFO@RESEARCHCI.COM +201-970-6335

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