food trends volume 6 conagra
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Food Trends Volume 6 CONAGRATRANSCRIPT
C O N A G R A | 0 9 . 1 8 . 1 4 | f o o d t r e n d s v o l u m e 6
quench • We are food- + beverage-focused.
• We embrace a modern media-driven
communications philosophy.
• We propel brands by listening, guiding
and owning conversations.
| q u e n c h
Leap Research & Innovation
• market research + innovation company
(sister company of quench)
• systematic innovation process for repeatable
success• define• discover• ideate• evaluate
| q u e n c h
the trends • food hacks• alternative proteins• the new community center• digital tastes• extreme makeover: vending edition
| q u e n c h
f ood hacks
| q u e n c h
food hacks Whether out of necessity or novelty,
we’re constantly looking for new ways of
doing things. When it comes to new ways
to prepare and enjoy food, the only limits
are our imaginations.
| q u e n c h
| q u e n c h
| q u e n c h
classifi cations of food hacks
• food preparation• where and how it’s consumed• food as utility
| q u e n c h
food preparation
Keurig single-cup coffee
makers have been hacked to
make cocktails, oatmeal and
soup.
| q u e n c h
where and how it’s consumedBrands are embracing food
hack culture. Fritos, Kraft and
Oreo have all enjoyed
increased usage occasions,
incremental sales and a rise
in talk value, thanks to food
hacks.
| q u e n c h
food as utility
Food is being hacked to
improve skin, start fires,
whiten teeth
and clean the house.
| q u e n c h
food hacks are growing
| q u e n c h
what’s driving this trend?
necessity
| q u e n c h
what’s driving this trend?
convenience
| q u e n c h
what’s driving this trend?
stretching
resources
| q u e n c h
what’s driving this trend?
social
gratification
| q u e n c h
what you can do
• Know how fans are using your product.
• Share any non-traditional ways to prep
or enjoy your product.
• Treat your fans as an extension of your R&D team.
• Reward and encourage fan contributions.
| q u e n c h
| q u e n c h
a l te rna t i ve p ro te ins
| q u e n c h
alternative proteins
Our obsession with high-protein diets is
evolving from traditional, animal-based
proteins to more plant-based and
unconventional sources.
| q u e n c h
o f U .S . consumers want more p ro te in i n the i r d i e t
~50%
S o u r c e : N P D G r o u p , 2 0 1 4
S o u r c e : N P D G r o u p , 2 0 1 4
S o u r c e : F A O , 2 0 1 0
plant-based
Ancient grains such as
polenta, bulgur, farro,
tempeh, seitan and more are
becoming increasingly
popular as meat-free protein
alternatives.
| q u e n c h
plant-based
Beyond Meat is a meat-free
protein alternative whose
mission is to create mass-
market solutions to replace
animal protein with plant
protein. The product has been
able to replicate the taste and
texture of traditional meat.
| q u e n c h
plant-based
Hampton Creek Foods
believes there is a healthier,
more economical and more
sustainable way to meet our
dietary fulfillment of protein.
| q u e n c h
insect-based
Insect-based proteins may
seem a little out there, but
cricket-based energy bar
manufacturer Chapul just
received a major back by
Mark Cuban on ABC’s
“Shark Tank.”
| q u e n c h
insect-based
Farm 432 is an at-home,
kitchen top appliance to
harvest insects for
supplemental protein in
our diets.
| q u e n c h
what’s driving this trend?
economics
| q u e n c h
what’s driving this trend?
conscious
consumption
| q u e n c h
what’s driving this trend?
sustainability
| q u e n c h
what’s driving this trend?
culinary
curiosity
| q u e n c h
what you can do
• Ride the protein bandwagon.
• Highlight any unexpected sources of protein your
product offers.
• Explore alternative sources of protein.
• Make the most out of corporate social responsibility
programs;
many programs may be under-utilized.
• Explore sustainability in your supply chain.
| q u e n c h
the new commun i ty cen te r
| q u e n c h
the new community
center
Increased competition, both within and
outside of traditional channels, is pushing
grocers to evolve their business models.
| q u e n c h
15%
s h a re l o s t o v e r t h e p a s t 1 0 y e a r s t o o t h e r c h a n n e l s
cooking classes
Cooking classes, like those
offered through Publix
Aprons, give shoppers the
opportunity to learn a new
technique or skill.
| q u e n c h
in-store dieticians
In-store dieticians are at
shoppers’ service, helping to
make sense of all the
complexities of eating right.
| q u e n c h
wellness classes
Grocers are even partnering
with local health systems,
offering wellness classes that
extend beyond nutrition.
| q u e n c h
what’s driving this trend?
increased
competition
| q u e n c h
what’s driving this trend?
consumer
education
| q u e n c h
what you can do
• Cooking classes are largely unbranded; consider
sponsoring
themed and/or seasonal classes.
• Use the cooking classes as an extension of your
research/consumer insight teams.
• Be aware of the growing influence in-store dieticians
have on
consumer purchasing behaviors.
• Know the classes being offered through a store’s
“community
center,” and explore co-promo opportunities. | q u e n c h
d ig i ta l t as tes
| q u e n c h
digital tastes Food and technology are coming together
like never before, changing the way food
looks, feels, is ordered, paid for, prepared
and
even consumed.
| q u e n c h
classifi cations of digital
tastes
• tangible• convenient• knowledgeable
| q u e n c h
tangible
The Foodini is an at-home 3D
printing appliance that aids in
food preparation. The Foodini
is currently seeking start-up
funding through Kickstarter to
bring the unit to the masses.
| q u e n c h
tangible
The Foodini is an at-home 3D
printing appliance that aids in
food preparation. The Foodini
is currently seeking start-up
funding through Kickstarter to
bring the unit to the masses.
| q u e n c h
tangible
Researchers have created a
“digital lollipop” that has
been
able to emulate certain
taste sensations.
| q u e n c h
convenient
Terminal F at the Philadelphia
Airport provides a technology-
enhanced experience where
diners can order, check out
and even track the status of
their flights and car rentals.
| q u e n c h
convenient
Five Wendy’s locations on
Staten Island have embraced
a drive-through payment
system that utilizes EZ Pass
technology.
| q u e n c h
convenient
Domino’s and Ford have
partnered to allow for hands-
free ordering through the
vehicle’s SYNC system.
| q u e n c h
knowledgeable
An MIT student developed
Cheers, smart ice cubes that
change color to indicate when
you’ve had too much to drink.
| q u e n c h
knowledgeable
Near field communication
is on the fringe of becoming a
major distributor of
location-based coupons.
| q u e n c h
what’s driving this trend?
discovery
| q u e n c h
what’s driving this trend?
making
life easier
| q u e n c h
what you can do
• Pay attention to emerging trends in technology.
• Identify ways technology can enhance a product’s
experience,
and experiment.
• Determine if technology can simplify the ordering or
preparation
of your product.
• Explore ways to deliver coupons or other utility via
near field technology.
| q u e n c h
ext reme makeover : vend ing ed i t i on
| q u e n c h
extreme makeover:
vending edition
Often associated with unhealthy eating,
desperation and shame, vending machines are
getting makeovers that earn descriptions such as
fresh, gourmet, luxurious and entertaining.
| q u e n c h
49%f o r e c a s t e d C A G R b e t w e e n 2 0 1 0 - 2 0 1 6
vending categories
• Gourmet-to-Go• fresh food• marketing machines
| q u e n c h
Gourmet-to-Go
Beverly Hills Caviar LA
locations dispense $500
caviar by appointment only.
| q u e n c h
Gourmet-to-Go
Sprinkles introduced New York
to its own cupcake ATM,
dispensing gourmet cupcakes
24/7.
| q u e n c h
fresh food
Farmer’s Fridge is canning
salads in mason jars for
vending in Chicago.
| q u e n c h
fresh food
The first of several by The
Box Brands, Burrito Box
dispenses fresh, unfrozen
burritos as well as free Wi-Fi
for those waiting.
| q u e n c h
marketing machines
Oreo launched a 3D cookie
printer vending machine
powered by Twitter, with
flavors based on trending
Twitter topics.
| q u e n c h
marketing machines
Coca-Cola is combining
refreshing beverages with
unique experiences –this one
surprises couples with
moments of happiness for a
Valentine’s Day dance and
lights display.
| q u e n c h
what’s driving this trend?
high
expectations
| q u e n c h
what’s driving this trend?
convenience
| q u e n c h
what’s driving this trend?
disruption
| q u e n c h
what you can do
• Take advantage of smart vending technology.
• Think about where your product typically can’t be
enjoyed, then
ask “why not?”
• Consider the use of smart vending as part of a limited-
time
social, sampling or publicity program.
• Use smart vending machines to manage inventory and
gather
data about dates, times and demos of purchasers.
| q u e n c h
about quench • We are food- + beverage-focused.
• We embrace a modern media-driven
communications philosophy.
• We propel brands by listening, guiding and
owning conversations.
| q u e n c h
C O N A G R A | 0 9 . 1 8 . 1 4 | f o o d t r e n d s v o l u m e 6