KUKA ON ASIAKKAAMME?finnishfoodinnovations.fi/wp-content/uploads/2014/... · SENSITIVE & HAPPY? 0% 20% 40% 60% 80% 100% 120% APAC EUROPE AFRICA/MIDDLE EAST LATIN AMERICA NORTH AMERICA

KUKA ON ASIAKKAAMME?

Free from –kuluttajien profilointi

Toukokuu 2017

HOW CAN WE UNDERSTAND FREE FROM CONSUMERS?

FREE FROM CONSUMER TYPES

WHAT DOES IT ALL MEAN?

MOTIVATIONS FOR FREE FROM

WHAT DRIVES FREE FROM CONSUMERS?

BIG FACTORS

Food intolerances and diseases.

ON THE RISE – BOTH

DIAGNOSED AND

UNDIAGNOSED

ON A SPECIAL DIET

0% 5% 10% 15% 20% 25% 30% 35%

KOSHER

VEGAN

WHEAT FREE OR GLUTEN FREE

LACTOSE/DAIRY FREE

FLEXITARIAN

VEGETARIAN

HALAL

LOW CARBOHYDRATE

LOW SODIUM

SUGAR CONSCIOUS

LOW FAT Less important in Europe 20% & North America 19%

Less important in Europe 8% & Africa/Middle East 13%

Less important in Europe 11% & North America 15%

More important in Latin America 14% & APAC 10%

More important in Latin America 32%

Source: Nielsen

LACTOSE INTOLERANCE

•  Approximately 65-75 % of the human population has a reduced ability to digest lactose after

infancy. •  Lactose intolerance in adulthood is most

prevalent in people of East Asian descent, affecting more than 90 % of adults in some of

these communities.

Source: Genetics Home Reference

LACTOSE INTOLERANCE

CELIAC DISEASE

•  Globally coeliac diseases affects between 1 in 100 and 1 in 170 people.

•  It is believed that about 85% of people affected are undiagnosed.

Source: Wikipedia, Genetics Home Reference

CELIAC DISEASE

Source: Dr. Schär Institute

FOOD ALLERGIES

•  Food allergy likely affects nearly 5% of adults and 8% of children, with growing evidence of an

increase in prevalence. •  The most common food allergens account for

about 90% of all allergic reactions. Top allergens are dairy, egg, peanut, tree nuts, fish, shellfish,

wheat, soy.

Source: Sicherer et al, 2014: Food allergy: Epidemiology, pathogenesis, diagnosis, and treatment.

FOOD ALLERGIES

0%

10%

20%

30%

40%

50%

60%

GLOBAL AFRICA/MIDDLE EAST

APAC LATIN AMERICA NORTH AMERICA EUROPE

I OR SOMEONE IN MY HOUSEHOLD SUFFER FROM FOOD ALLERGY OR INTOLERANCE

Source: Nielsen

DIABETES

•  The estimated diabetes prevalence for adults between the ages of 20 and 79 worldwide for 2015

was 415 million and it is expected to affect 642 million people by 2040.

•  Type 2 diabetes is the most prevalent form of diabetes and has increased alongside cultural and

societal changes. In high-income countries up to 91% of adults with the disease have type 2 diabetes.

•  It is estimated that 193 million people globally have undiagnosed diabetes, and most of these cases are

Type 2.

Source: IDF Diabetes Atlas

DIABETES

Source: IDF Diabetes Atlas

CARDIOVASCULAR DISEASES

•  Cardiovascular disease (CVD) is the leading cause of morbidity and mortality, accounting for 17.3 million deaths globally each year and this figure is expected

to grow to 23.6 million by the year 2030; 80 % of these deaths occur in lower- and middle-income

countries. •  CVD comprises many conditions, including coronary

heart disease, heart failure, rheumatic fever/rheumatic heart disease, stroke, and congenital heart

disease.

Source: Oxford Medicine Online

CARDIOVASCULAR DISEASES Global distribution of CVD mortality rates in males (A) and females (B), age-

standardized per 100,000

Source: Oxford Medicine Online

SENSITIVE & HAPPY?

0%

20%

40%

60%

80%

100%

120%

APAC EUROPE AFRICA/MIDDLE EAST

LATIN AMERICA NORTH AMERICA

PERCENTAGE OF RESPONDENTS WHO FOLLOW A SPECIAL DIET OR HAVE A FOOD SENSITIVITY WHO SAY THEIR NEEDS ARE BEING MET

My needs are fully met My needs are partially met My needs are not met

Source: Nielsen

PEACE OF MIND

https://youtu.be/ck_rZJdeVyc

BIG FACTORS

Food intolerances and diseases.

Interest for the connection between nutrition and health & wellness.

SPORTIFICATION, DIET TRIBES, QUANTIFIED

SELF/BIOHACKING,

DIGITAL HEALTH

BODY Exercise

Nutrition General health

Sleep & recovery

MIND Improving cognitive

abilities Optimising neurological

functions Balancing emotions &

behaviour

SPIRIT Controlling one’s life and

destiny Being part of something

bigger than yourself Doing good for others Finding purpose in life

MAXIMISING ALL THESE

ARE WE MORE ACTIVE…?

UK adults put 'exercising more' as their second top personal goal in 2014

37%

Germans claim to have exercised more in 2014 compared to 2013

34%

US adults are exercising more in 2014 than a year before

33%

Chinese are exercising at a gym more in 2014 compared to 2013

25%

Source: Mintel GNPD

… AT LEAST WE EAT LIKE WE ARE

0 2 4 6 8

10 12 14 16

2010 2011 2012 2013 2014 2015

Thou

sand

MT

Volume sales and growth of sports protein categories in Western Europe 2010-2015

Sports protein bars: +99% Sports protein RTD: +51% Powder protein: +35%

Source: Euromonitor International

TRIBING AROUND DIETS

SPECIFIC HEALTH LIFE ENHANCING DRIVEN BY HEALTH ISSUES

(Necessity) DRIVEN BY DESIRE TO LIVE BETTER

(Self Imposed)

Specific Health Weight Management Way of Life “Be Better”

DASH (Hypertension) 5:2 Mediterranean Paleo

TLC (Lower cholesterol) Dukan Nordic Raw Food

FODMAP (IBS) Volumetrics Washoku Alkaline

Ketogenic Flexitarian MIND

Pescatarian Bulletproof

Freegan

MONITORING & MEASURING

Photos: www.bellabeat.com, www.ouraring.com www.beddit.com

SELFIE FROM THE INSIDE

Photos: www.insidetracker.com, www.23andme.com, www.vitastiq.com

MANAGING YOUR OWN HEALTH

Photos: www.kaikuhealth.com, www.enquos.com

BIG FACTORS

Food intolerances and diseases.

Interest for the connection between nutrition and health & wellness.

Desire for all things natural, clean, pure and simple.

FOOD SCANDALS,

LOCAL VS. GLOBAL, BACK

TO BASICS

TRYING TO AVOID MANY THINGS

0% 10% 20% 30% 40% 50% 60% 70%

GRAINS EGGS

LACTOSE/DAIRY POULTRY

FISH AND SEAFOOD UNSATURATED FATS

BEEF & RED MEAT CARBOHYDRATES

GLUTEN NATURAL SWEETENERS

SUGAR SODIUM

SATURATED OR TRANS FATS MSG

ARTIFICIAL SWEETENERS GMOs

FOOD IN A PACKAGE WITH BPA ANTIBIOTICS OR HORMONES USED IN ANIMAL PRODUCTS

ARTIFICIAL COLORS ARTIFICIAL FLAVORS

ARTIFICIAL PRESERVATIVES

Source: Nielsen

CLEAN LABEL SELLS

0

10

20

30

40

50

60

70

80

North America Europe Asia Pacific Australasia Latin America

US$

bn

CLEAN LABEL VALUE SALES 2015

Source: Euromonitor International

WHAT KIND OF CLEAN LABEL?

0 10 20 30 40 50 60 70 80

BPA free

No MSG

No artificial sweeteners

No artificial additives

GMO free

All natural

No artificial flavours

No artificial colours

No artificial preservatives

US$ bn

RETAIL VALUE SALES 2015

Source: Euromonitor International

WHAT KIND OF CLEAN LABEL?

•  In North America, all natural is most prevalent in percentage terms, with 23% of all clean label

sales. •  In Western Europe, no artificial colours is

more prevalent in value sales, driven largely by the popularity of the claim in the UK.

•  Australasian clean label sales resemble those of Western Europe, with 33% of clean label sales derived from the no artificial colours claim.

•  In Asia Pacific, GMO free leads the clean label charge, with 29% of clean label sales in 2015.

Source: Euromonitor International

PAYING ATTENTION TO FOOD

Source: Havas Worldwide

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

I trust the food industry to provide consumers with healthful food

What I eat says a lot about who I am

Consumers should have the power to change food policies

I worry that our food supply is becoming increasingly contaminated/unsafe

I am much more aware of the nutritional/health value of the food I eat than I used to be

MAINSTREAM PROSUMER

LOOKING FOR SIMPLICITY

Source: Nielsen

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

THE SHORTER THE INGREDIENT LIST, THE MORE HEALTHFUL THE FOOD OR BEVERAGE

THE ABSENCE OF UNDESIRABLE INGREDIENTS IS MORE IMPORTANT THAN THE INCLUSION OF BENEFICIAL

ONES

I FEEL MORE POSITIVELY ABOUT COMPANIES THAT ARE TRANSPARENT ABOUT WHERE AND HOW PRODUCTS

WERE MADE/RAISED/GROWN

I WANT TO KNOW EVERYTHING THAT IS GOING INTO MY FOOD

I AM CONCERNED ABOUT THE LONG-TERM HEALTH IMPACT OF ARTIFICIAL INGREDIENTS

FOODS MADE AT HOME ARE MORE HEALTHFUL THAN INDUSTRIALLY PREPARED FOODS

BACK TO BASICS

PERCENTAGE THAT RATE EACH HEALTH ATTRIBUTE VERY IMPORTANT IN PURCHASING DECISIONS

Source: Nielsen

LESS IS MORE

PERCENTAGE THAT RATE EACH HEALTH ATTRIBUTE VERY IMPORTANT IN PURCHASING DECISIONS

Source: Nielsen

WILLING TO PAY FOR HEALTHY? GAP BETWEEN THOSE THAT THINK HEALTHY ATTRIBUTES ARE VERY IMPORTANT AND THEIR

WILLINGNESS TO PAY A PREMIUM FOR THEM

Source: Nielsen

BIG FACTORS Food intolerances and diseases.

Interest for the connection between nutrition and health & wellness.

Desire for all things natural, clean, pure, simple and back to basics.

Quest for responsibility.

CLIMATE CHANGE, ANIMAL

WELLFARE, SOCIAL JUSTICE,

ANTIBIOTIC RESISTANCE

RESPONSIBILITY IS ON OUR MINDS

Prefer to work for socially responsible companies

67%

Will pay extra for products and services from responsible companies

55% Made at least one purchase in the past six months from one or more socially responsible companies

52%

Check product packaging to ensure sustainable impact

52%

Source: Nielsen

FUTURE FIT COMPANIES?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

I am paying more attention than in the past to the environmental and/or social impact of the products I

buy

I prefer to buy from companies that share my personal values

The most successful companies in the future will be those that drive social change

Companies have an ethical obligation to operate in a way that does not harm the environment

It is important for a company to express a vision of a better world

Corporations and consumers should work together to make the world a better place

MAINSTREAM PROSUMER

Source: Havas Worldwide

ETHICAL EXPECTANCIES

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

I pay attention to food ethics

I avoid buying from companies that have a negative social or environmental impact

I make it a point these days to know more about the companies that make the products and

services I use

I would like my favorite brands/ companies to play a bigger role in my local community

Companies have a responsibility to do more than just generate profit

MAINSTREAM PROSUMER

Source: Havas Worldwide

CIRCULAR CONSUMPTION HABITS

0% 20% 40% 60% 80% 100%

Would be willing to borrow or share products rather than buy new ones

Would be willing to consume/purchase fewer products to preserve natural

resources

Source: Cone Communications/Ebiquity

RESPONSIBLE CONSUMERS ARE NOT ALL THE SAME

INTERNAL RESPONSIBILITY

PROFILE

Buying products in accordance with one's

own responsibility

profile, e.g. organic, free-range or Fair

Trade

CONSCIOUS CHOICES

Doing generally

more informed and

conscious consumption

choices, e.g. plant-based

proteins, seasonal

eating

UNSELECTING

Avoiding products

viewed as harmful or somehow

unsustainable, e.g. with the

help of WWF's fish guide

REDUCING CONSUMPTION

Reducing consumption and avoiding purchasing,

e.g. by growing one's

own food

SOURCES

NIELSEN: http://www.nielsen.com/us/en/press-room/2016/when-less-is-more-nearly-2-out-of-3-global-consumers-say-they-follow-special-diets.html

http://www.nielsen.com/us/en/insights/news/2016/deeper-than-dollars-global-perceptions-about-premium-products.html

http://www.nielsen.com/us/en/insights/news/2015/health-minded-global-consumers-put-their-money-where-their-mouths-are.html

http://www.nielsen.com/eu/en/insights/reports/2015/the-sustainability-imperative.html

EUROMONITOR:

The Clean Label Movement: Reformulating Products And Perception Globally

Protein consumption in Western Europe: breaking out of sports nutrition?

http://blog.euromonitor.com/2016/09/new-lifestyles-system-data-2016-global-consumer-trends-survey-results.htmL

http://www.euromonitor.com/global-changemakers-real-market-impact-of-empowered-consumers/report

http://www.euromonitor.com/eco-worriers-global-green-behaviour-and-market-impact/report

OTHERS:

Mintel GNPD: Nutrition Insight: Sports Nutrition for the Mainstream

Cone Communications/Ebiquity: http://www.conecomm.com/2015-cone-communications-ebiquity-global-csr-study-pdf

Havas Worldwide: http://mag.havas.com/prosumer-report/superbrand/

FREE FROM CONSUMER TYPES

WHO IS THE FREE FROM CONSUMER?

ISAC INTOLERANT

NICK NUTRITIONAL

CATHERINE CLEAN ELSIE ETHICAL

ISAC INTOLERANT

•  Has a diagnosed food intolerance, allergy or a disease requiring a special diet.

•  Has instructions from a healthcare professional on what to eat and what to avoid.

•  “I’m restricted to eating this way if I want to be healthy.” •  “Wrong kinds of foods will harm me and make me ill.”

WANTS, FEARS, NEEDS? •  Needs to be 100% sure that he can trust the product to really be free

from – this is a matter of his health. •  May have lived through years of having to search hard to find suitable products – only to discover that they’re expensive and not

comparable to regular products in taste and selection. •  Wants to feel unrestricted and ease his life – delicious, convenient

and affordable food that allows him to forget about his sensitivities.

NICK NUTRITIONAL •  Does not have a diagnosed food intolerance, allergy or a disease

requiring a special diet. •  Considers some ingredients or food components un-beneficial for

his health even if he doesn’t have an actual sensitivity (e.g. gluten, milk protein, wheat).

•  May follow a special dietary plan such as the Paleo or Atkins diet. •  “I want to try if this gives me a boost.”

•  “Wrong kinds of foods make me feel less than optimal.”

WANTS, FEARS, NEEDS? •  Wants to improve his health and wellbeing through his nutrition –

proactive about his health, wants to be the best he can be. •  Is keen to learn about the connections between food and wellbeing

– willing to experiment and actively looking for information. •  Decisions may sometimes be based on how he personally feels, not

official truths such as dietary guidelines or recommendations from healthcare professionals – although may also follow “gurus” or

influencers.

CATHERINE CLEAN •  Does not have a diagnosed food intolerance, allergy or a disease

requiring a special diet. •  Wants her and her family’s food to be the best possible quality:

nutrient-dense, no added extras, free from any (perceived) bad things, natural, processed as little as possible – clean label.

•  “I want the purest, safest, highest quality food there is.” •  “Wrong kinds of foods will fill my body with harmful stuff.”

WANTS, FEARS, NEEDS? •  May be somewhat skeptical towards industrially produced food –

worries that the industry wants to make a profit using cheap, “bad” ingredients and her health ends up paying the price.

•  Is wary of E-numbers and long ingredient lists – food scandals and misconducts strengthen her vocation.

•  Associates free from products with quality and safety. •  Is looking for food that has no added or artificial preservatives,

additives, colours, flavours, sweeteners, MSG, BPA.

ELSIE ETHICAL •  Does not have a diagnosed food intolerance, allergy or a

disease requiring a special diet. •  Wants food that won’t harm the planet, the people or the

animals. •  “I want to eat so that my conscience is clear.”

•  “Wrong kinds of foods will make me feel bad mentally, and maybe even physically.”

WANTS, FEARS, NEEDS? •  Understands that food has a big sustainability impact, both

environmentally, socially and economically - may even be very knowledgeable on the complexities related to food and

sustainability. •  Wants to do the right thing – needs easy assurance that she really is

making the best possible choices environmentally and socially. •  Is looking for food that is pesticide free, organic, non-GMO, free

range, grass-fed/pasture-raised, hormone free, steroid free, antibiotic free.

WHAT DOES IT ALL MEAN?

WHAT’S HAPPENING NOW?

EXPERIENCES & SENSATIONS • Service components becoming

crucial also for tangible products

• Virtual & augmented reality kicking in

REAL DEAL • Natural, authentic, real • Simple, back to basics • Reduced, curated

FIT & HEALTHY MAINSTREAM • Nutrient-savvy consumers • Average people training hard • Monitoring & measuring, big

data/my data

PERSONALISATION & TAILORING • Fragmentation of the

consumers • Tribalism, localisation • C2C, co-creation, user-

generated content

EVERYWHERE & ALL THE TIME • Becoming increasingly

connected (IoT) • Becoming faster & easier

(mobile) • Becoming increasingly

accessible 24/7 (online)

CAPACITY & SOLUTIONS • Become a problem solver

instead of a problem creator • Circular economy

CAN YOU SOLVE THESE PROBLEMS?

SELF-ACTUALISATION RELEVANCE

ACCESSIBILITY SIMPLIFICATION

CONTACT ME

Johanna Tanhuanpää

[email protected] +358 40 8228140

As CMO of the Future, we empower Leaders to make change happen. Better business for People Planet and Profit.

Through excellent Design, Strategy and Conversations, we help Leaders act on their values and

purpose. Together we craft innovative business strategies that enable profitable growth with sustainability at the core.

We create impact that matters.

HEALTH. HAPPINESS. RESPONSIBILITY. EMPATHY. CREATIVITY. EFFECTIVENESS.

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