2016 GLOBAL PROSUMER STUDY
Argentina ● Australia ● Belgium ● Bosnia ● Brazil ● Cambodia ● Canada ● China ● Colombia ● Croatia ● Czech Republic
Estonia ● France ● Germany ● India ● Ireland ● Italy ● Japan ● Laos ● Latvia ● Lithuania ● Mexico ● Myanmar
Netherlands ● Philippines ● Portugal ● Russia ● Saudi Arabia ● Serbia ● Singapore ● Slovenia ● South Africa ● Spain
Turkey ● United Arab Emirates ● United Kingdom ● United States
37 markets
n=11,976
For more than a decade, Havas has been tracking the roughly 15‒20% of consumers who are
influencing trends and shaping markets around the globe
Key characteristics:
• Embrace innovation
• Constantly seek out information & experiences
• Enthusiastic adopters of new media & technologies
• “Human media” who transport attitudes & ideas
• Marketing savvy and demanding of brand partners
• Highly influential and sought-after for opinions & recommendations
In this study, 20% of the sample qualify as Prosumers
WHO ARE PROSUMERS?
STUDY OBJECTIVE: TO UNDERSTAND THE EVOLVING FOOD SPACE
Including:
o The rise in food concerns
o The interconnectedness of personal and environmental health
o The rise of local
o Foodie culture and the rise of #foodporn
o The longing for social
o Cultural distinctions
o Trends to watch for 2016
THE ERA OF FOOD CONCERN
A MULTIDIMENSIONAL
OBSESSION WITH
FOOD
A GROWING
DISCONNECT WITH THE
FOOD INDUSTRY
THE BIG TENSION
VS
1. 2.
A MULTIDIMENSIONAL
OBSESSION WITH
FOOD
A GROWING
DISCONNECT WITH THE
FOOD INDUSTRY
THE BIG TENSION
VS
1. 2.
FROM A SIMPLE PROPOSITION TO A WIDER CONCEPT OF FOOD
NOURISHMENT SOCIAL VALUES CITIZENSHIP, HEALTH, RESPONSIBILITY
Fotolia/Great Divide Photo
WHAT I EAT—AND CHOOSE NOT TO EAT—DEFINES WHO I AM
WHAT I EAT SAYS A LOT ABOUT WHO I AM
64/49* 82/74 77/68 53/40 71/56 79/58
*Prosumer/Mainstream (% agreeing strongly/somewhat)
IN PART, BECAUSE WHAT I EAT HAS AN IMPACT ON THE WORLD
71/61 69/57 80/76
JUNK FOOD/UNHEALTHFUL DIETS ARE
ONE OF THE GREATEST THREATS
FACING OUR SPECIES
86/84 79/74 87/80
Prosumer/Mainstream (% agreeing strongly/somewhat)
A MULTIDIMENSIONAL
OBSESSION WITH
FOOD
A GROWING
DISCONNECT WITH THE
FOOD INDUSTRY
THE BIG TENSION
VS
1. 2.
IN THE PAST, THE FOOD INDUSTRY CREATED BELOVED BRANDS
Images: www.vintageadbrowser.com
TODAY, MAJOR FOOD BRANDS ARE LOSING THEIR ALLURE
* Image: http://www.behindthebrands.org/en-us
A CRISIS OF CONFIDENCE
I TRUST THE FOOD INDUSTRY TO PROVIDE US WITH HEALTHFUL FOOD
28/17 33/42 26/19 57/37 48/45 42/33 27/19 10/9 28/21
Prosumer/Mainstream (% agreeing strongly/somewhat)
FOOD CLAIMS ARE QUESTIONED
PEOPLE NO LONGER RELY ON BRAND NAMES
PLEASE RANK EACH OF THESE CRITERIA IN TERMS OF HOW IMPORTANT IT IS IN
YOUR FOOD-PURCHASING CHOICES:
Global total
AND SO MANY OF US HAVE BECOME “FOOD CHECKERS”…
…AND ADVOCATES
71/63 76/55 84/72
85/75 85/72 86/70
Prosumer/Mainstream (% agreeing strongly/somewhat)
CONSUMERS SHOULD HAVE THE POWER
TO CHANGE FOOD POLICIES
IS SMALL THE NEW BIG?
Image: http://www.nytimes.com/2015/08/26/dining/start-up-food-business-changing-appetites.html
WHAT WE’LL COVER
o TREND 1: ME, MY BODY, AND THE PLANET
o TREND 2: LOCAL IS THE NEW ORGANIC
o TREND 3: RAW PLEASURE
o TREND 4: #FOODPORN IS A TOTAL TURN-ON
o TREND 5: SOCIAL EATING IS BACK
o FOOD RESONATES DIFFERENTLY BY CULTURE
o FOOD TRENDS ON OUR RADAR FOR 2016
FOOD IS KILLING US—AND IT’S OUR FAULT
8 of the 10 leading causes of death in US—including coronary heart disease, stroke, some types of cancer, and diabetes mellitus—are related to diet
and alcohol. [US Surgeon General]
Image: Creative Commons/[email protected]
WE’RE WORRIED ABOUT WHAT’S ON OUR TABLES
Image: Google images: https://marigolddiary.com/2015/06/16/bonding-over-food-drinks-n-company/
75/59 89/79 90/83 53/40 89/79 87/78
I WORRY THAT OUR FOOD SUPPLY IS BECOMING
INCREASINGLY CONTAMINATED/UNSAFE
Prosumer/Mainstream (% agreeing strongly/somewhat)
A TIPPING POINT
WE’RE FINALLY PAYING ATTENTION
I AM MUCH MORE AWARE OF THE
NUTRITIONAL/HEALTH VALUE OF THE
FOOD I EAT THAN I USED TO BE
82/72 80/61 82/71
94/81 89/75 95/74
EVEN HIGHER IN EMERGING MARKETS
Prosumer/Mainstream (% agreeing strongly/somewhat)
94/85 94/97 89/80
WE NOW WANT TO KNOW WHAT’S IN OUR FOOD…
PLEASE RANK EACH OF THESE CRITERIA IN TERMS OF HOW IMPORTANT
IT IS IN YOUR FOOD-PURCHASING CHOICES:
Image: Google images http://www.oola.com/dishes/
…BECAUSE WE UNDERSTAND ITS POWER
90 79 78
91 91 97 94
77 71
65
86
69
88 85
Global US UK France China India Brazil
2016
PROSUMER MAINSTREAM
83 83 77 88
77 92
64 63 66 64 61
78
Global US UK France China India
2012
PROSUMER MAINSTREAM
I BELIEVE FOOD IS AS EFFECTIVE AS MEDICINE IN MAINTAINING ONE’S OVERALL HEALTH
VS
THE POWER OF FOOD TO PREVENT DISEASES
67/67 95/88 93/91 71/63 82/72 96/81
A HEALTHY DIET PREVENTS MOST DISEASE
AND ILLNESS
Prosumer/Mainstream (% agreeing strongly/somewhat)
Comic: bizzaro.com
WITH KNOWLEDGE COMES RESPONSIBILITY
IT’S MY RESPONSIBILITY TO CAREFULLY CHOOSE WHAT I EAT TO AVOID
DISEASE/ILLNESS
I EAT GOOD FOOD
I MAKE IT A POINT TO
INCORPORATE “SUPERFOODS”
(E.G., MANGOSTEEN, ACAI,
FLAXSEED) INTO MY DIET
(% agreeing strongly/somewhat)
49%
34%
40%
36%
27%
I ELIMINATE BAD FOOD
SUGAR IS AS BAD FOR ONE’S
HEALTH AS CIGARETTES
I AVOID EATING GENETICALLY
MODIFIED FOODS (GMO) AS MUCH
AS POSSIBLE
I WORRY ABOUT THE IMPACT THE
ARTIFICIAL INGREDIENTS I EAT AND
DRINK HAVE ON MY HEALTH
64%
44%
71%
62%
83%
71%
TO ENSURE MY BODY STAYS AT ITS
BEST, I AM WILLING TO GIVE UP ALL
UNHEALTHY FOODS FOR THE REST
OF MY LIFE
PROSUMER MAINSTREAM
45% 37%
I’M WILLING TO MAKE BIG LIFESTYLE CHANGES
Prosumer Report: iBody: The New Frontier, 2015 Image: Creative Commons/Gemma [email protected]
AND I CHECK MY PROGRESS ALONG THE WAY
I HAVE USED ONE OR MORE DIGITAL DEVICES TO HELP ME MONITOR MY FOOD INTAKE AND
MAKE HEALTHFUL FOOD CHOICES
MOST EXPECT THEIR DILIGENCE TO PAY OFF
I BELIEVE THE FOODS AND BEVERAGES I REGULARLY
CONSUME WILL…
BUT IT’S NOT JUST OUR HEALTH WE WORRY ABOUT
Image: http://www.justuscoffee.com/our-products/merchandise/great-meals-change
EATING FOR THE PLANET
MY CHOICES MATTER
I PAY ATTENTION TO FOOD ETHICS
(E.G. BUYING CAGE-FREE EGGS, AVOIDING
PRODUCTS FROM COMPANIES WHOSE
POLICIES I DO NOT SUPPORT)
59/47 62/42 73/63
67/64 69/57 91/69
Prosumer/Mainstream (% agreeing strongly/somewhat)
OUR PERSONAL AND PLANETARY DESTINIES ARE INTERTWINED
48/50
69/42
57/49
51/46
71/64
51/55
WE SHOULD EAT LESS MEAT TO…
PRESERVE OUR HEALTH PRESERVE THE PLANET
51 58
61 53
43 50
53 46
Prosumer/Mainstream (% agreeing strongly/somewhat)
MOVING AWAY FROM MEAT-BASED DIETS
22%
GLOBALLY DESCRIBE THEIR DIETS
AS VEGAN, VEGETARIAN OR
PESCATARIAN*
* Eating fish but no meat or poultry
14%
13%
16%
A TREND APPARENT EVEN IN BIG
MEAT-PRODUCING COUNTRIES…
BECAUSE WHAT I EAT HAS AN IMPACT ON THE WORLD
Source: National Geographic
WHAT’S NEXT?
An app that lets people evaluate brands on health
and ethics prior to purchase
A platform and app that gives the lowdown on the
environmental and social records of the companies
behind major brands
TOOLS TO HELP US MAKE GOOD CHOICES
START-UPS ARE MAKING IT EASIER TO EAT MINDFULLY
Plant protein‒based meat
alternatives to reduce animal
dependence and environmental
degradation
Created by 3 bioengineers for the
lactose intolerant and to reduce our
dependence on animals
Animal-free “meat” and “leather”
LESS WASTE, LESS GUILT
Subscription service delivers
supermarket “rejects” to the home
French supermarket sells
cosmetically challenged fruits and
vegetables at a 30% discount
To date, Pizza Hut has donated
nearly 100MM lbs of error and no-
show pizzas, plus leftover buffet
items, to food banks
ORGANIC HAS LONG BEEN SYNONYMOUS WITH QUALITY
Image: Creative Commons/Dave [email protected]
BUT ORGANIC DOES NOT ALWAYS DELIVER
ENTER: LOCAL
1 IN 3 DESCRIBE THEIR DIETS AS
LOCALLY GROWN VS. 18% WHO
DESCRIBE THEM AS ORGANIC
Image: Creative Commons/Kim [email protected]
LOCAL SATISFIES OUR NEED FOR MINDFUL CONSUMPTION
43/38 73/71 53/49 37/28 62/67 70/64
I MAKE AN EFFORT TO AVOID FOODS
THAT ARE OUT OF SEASON
Prosumer/Mainstream (% agreeing strongly/somewhat)
Image: Food Well Alliance http://www.foodwellalliance.org/why-local-food-matters/
LOCAL RETURNS TRUST & FAMILIARITY TO FOOD EQUATION
Prosumers
60%
I PREFER TO BUY FROM A
LOCAL PRODUCER RATHER
THAN A SUPERMARKET
Mainstream
51%
46/47 61/64 65/49 47/33 75/63 47/49
Prosumer/Mainstream (% agreeing strongly/somewhat) Image: Creative Commons/Devlon [email protected]
LOCAL ALSO RESISTS HOMOGENIZATION
FAST FOOD HAS KILLED LOCAL FOOD AND CULTURE
51/51 77/77 57/49 54/45 79/74 54/56
Prosumer/Mainstream (% agreeing strongly/somewhat)
PEOPLE EVERYWHERE ARE WILLING TO PAY A PREMIUM FOR IT
I AM WILLING TO PAY MORE FOR LOCALLY
GROWN/PRODUCED FOOD PRODUCTS
69/54 66/42 72/60
88/79 74/54 73/67
Prosumer/Mainstream (% agreeing strongly/somewhat)
WHAT’S NEXT?
URBAN AGRICULTURE ON THE RISE
FOOD ASSEMBLY
A network of communities connect
people with local producers for direct
sales. 700+ assemblies are open
globally.
“Responsibly sourced groceries” delivered
to your door
Order a home-cooked meal prepared by someone
in the neighbourhood and pick it up on your way
home from work
FOOD INTERMEDIARIES WILL BE BYPASSSED
Tender Greens
US restaurant chain sources produce
at several of its restaurants through
aeroponic towers
Metro Supermarket (Berlin)
In-store greenhouse lets shoppers buy vegetables
straight from the source
ON-SITE FOOD PRODUCTION
YESTERDAY, PLEASURE WAS ABOUT HEDONISM
Images: Creative Commons/Hungry [email protected]
TODAY, PLEASURE IS ABOUT HEALTH & WELLNESS
Image: http://www.yummyhealthyeasy.com/2013/12/healthy-homemade-
granola-parfait.html Pinterest: Self Magazine Creative Commons/Table Ephemere @flickr.com
MAINTAIN HEALTH
TAKE PLEASURE
A NEW TENSION PEOPLE TRY TO RECONCILE EVERY DAY
WHICH OF THESE TERMS DESCRIBE YOUR USUAL DIET?
(CHOOSE ALL THAT APPLY)
BALANCE IS KEY TO HEALTH
EVERYTHING IN MODERATION
FOOD TRIBES SUCH AS VEGAN, PALEO, AND GLUTEN-FREE ARE… (% agreeing strongly/somewhat)
JUST A FAD
PROMOTED BY
CELEBRITIES
NONSENSE—WE SHOULD
EAT EVERYTHING IN
MODERATION
HEALTH IS ALSO ABOUT CONNECTING WITH NATURE
I TRY TO LISTEN TO MY BODY MORE
THAN I USED TO
75% / 63%
PROSUMERS / MAINSTREAM
79 / 67 76 / 66 63 / 58 77 / 68 93 / 71 80 / 68
Havas Prosumer Report, My Body, Myself, Our Problem, 2012 Prosumer/Mainstream (% agreeing strongly/somewhat)
Image: Creative Commons/Moyan [email protected]
MY IDEAL BODY IS THE ONE NATURE GAVE ME AND THAT I
KEEP AT ITS BEST THROUGH NATURAL MEANS
78% PROSUMERS / MAINSTREAM
76 / 79 74 / 81 54 / 72 81 / 64 75 / 80 66 / 78
BECAUSE NATURE IS AN IDEAL STATE
Havas Prosumer Report, iBody: The New Frontier, 2015
Image: Creative Commons/Perceptions (off)@flickr.com Prosumer/Mainstream (% agreeing strongly/somewhat)
Image: Creative Commons/Jeremy [email protected]
WHAT’S NEXT?
START-UPS HELP PEOPLE CONNECT TO NATURAL FOOD
PURPLE CARROT
Vegan meal boxes NATURE BOX
Healthful snacking subscriptions
THRIVE MARKET
Discounted natural foods delivered
to the home; shop by diet (vegan,
paleo, gluten-free, etc.)
COMBINING CONVENIENCE AND HEALTH
SEASONAL EATS
More restaurants seeing to align
with natural cycles
VEGGIE QSR
Combining plant-based diets with
the convenience of fast food
DIY HEALTH AT HOME
Juicing
From prepackaged drinks to juice
bars and at-home juicers, the
drink-your-health category is
booming
Kombucha
The fermentation craze is taking
hold in kitchens everywhere
Make-Your-Own-Food Kits
From yogurt and artisan cheeses
to mustards and hot sauces, more
people want to produce what they
eat
PEOPLE ARE OBSESSED WITH FOOD
I CONSIDER MYSELF A FOODIE –A
REAL LOVER OF GOURMET
EATING AND/OR COOKING
DINING IN RESTAURANTS IS
ONE OF MY FAVORITE SOCIAL
ACTIVITIES
Image: Creative Commons/[email protected]
52% vs. 34% MILLENNIALS BOOMERS
53% vs. 34% MILLENNIALS BOOMERS
I CONSIDER MYSELF A “FOODIE”—A REAL LOVER OF
GOURMET EATING AND/OR COOKING
DINING IN RESTAURANTS IS ONE OF MY
FAVORITE SOCIAL ACTIVITIES
(MILLENNIALS ESPECIALLY)
FOOD IS A SOURCE OF STATUS & CONVERSATIONAL CURRENCY
“Is everything OK? You haven’t
photographed your food.”
44%
OF MILLENNIALS HAVE POSTED A FOOD
OR DRINK PHOTO ON SOCIAL MEDIA
Havas PR, Food Trends 2015
FOODISM IS A LIFESTYLE
WHICH OF THESE DO YOU DO AT
LEAST A FEW TIMES A YEAR? (CHOOSE ALL THAT APPLY)
IS FOOD THE NEW SEX?
FOOD OBSESSION IS OFF THE CHARTS
EATING CAN BE AS PLEASURABLE AS SEX
66/49 63/54 72/58 50/38 59/44 82/59 Prosumer/Mainstream (% agreeing
strongly/somewhat)
FOOD OVER SEX, ANYONE?
44% Women
27% Men
vs.
35%
34%
GIVEN THE CHOICE BETWEEN SEX AND AN
EXCELLENT DINNER AT A RESTAURANT, I
WOULD CHOOSE THE DINNER
FOOD IS ALSO ABOUT FRESH EXPERIENCES…
81% 70% 60% 65%
I LIKE TO EXPERIMENT WITH NEW FOOD FLAVORS AND INGREDIENTS
81% 60% 70% 65% 54%
…AND TASTE ADVENTURES
I AM A MORE ADVENTUROUS
EATER THAN I USED TO BE
I ENJOY TRYING “EXOTIC“
FOODS
65%
46%
61%
48%
36%
69%
51%
58%
53%
43%
WHAT’S NEXT?
Helps foodies discover new foods
and recipes
Connects foodies with fellow
enthusiasts
Helps hunt down best local
ingredients
AN APP FOR FOODIES OF ALL STRIPES
Helps find next favourite
restaurant
Takes food photography to next
level
FANCY CAM
Connecting foodies around the
world
FLAVOR ADVENTURES ON SHELVES EVERYWHERE
BRANDS COMPETING ON #FOODPORN
CRAVING TOGETHERNESS
IT’S IMPORTANT TO EAT AT LEAST ONE MEAL
A DAY WITH ONE’S FAMILY
MINDFUL CONSUMPTION FOR BETTER HEALTH
TAKING THE TIME TO ENJOY ONE’S FOOD IS
ESSENTIAL TO GOOD HEALTH
Image: Creative Commons/Richard [email protected]
MOST WANT TO SLOW DOWN…
MOST OF MY MEALS FEEL RUSHED; I’D
LIKE TO SLOW DOWN AND ENJOY
THEM MORE
I DON’T LIKE TO LINGER OVER A MEAL; I’D
RATHER JUST EAT QUICKLY AND GET BACK TO
WHATEVER I WAS DOING
…AND ADMIRE THOSE WHO ARE DOING IT RIGHT
I ADMIRE CULTURES WHERE PEOPLE TAKE
LONGER LUNCH BREAKS TO EAT A GOOD
MEAL IN THE COMPANY OF OTHERS
* Image: Google Images at http://e2ua.com/group/wallpapers-paris/
WHAT’S NEXT?
START-UPS RESPOND TO COMMUNAL-EATING ASPIRATIONS
Airbnb for foodies: While traveling, share a home-cooked meal
with strangers in a local’s apartment
Share a professionally prepared meal with strangers
YOU DO NOT HAVE TO EAT ALONE
Meet up with friends and strangers for shared
lunch breaks
Helps frequent business travelers
connect for lunch
HELPING NEXT GEN COOK FROM SCRATCH
YOUNG PEOPLE TODAY KNOW A LOT ABOUT FOOD BUT VERY LITTLE ABOUT COOKING
FOOD IS SOCIAL
RUSSIA, COLOMBIA, TURKEY, PORTUGAL, MEXICO,
BRAZIL, SPAIN, ARGENTINA, FRANCE, ITALY
For these cultures―especially in warmer areas such as the
Mediterranean―food is one of life’s great pleasures. Food
brings family and friends together through shared experiences.
But taking time to enjoy food is not only seen as a social
necessity but also as a natural path to maintaining health.
For these cultures, health means savoring one’s meals,
exploring interesting flavor combinations, and achieving
balance by eating everything in moderation.
1.
FOOD IS NATURE
INDIA, CHINA, LAOS, PHILIPPINES, MYANMAR, CAMBODIA,
SAUDI ARABIA, UAE
These cultures are traditionally more connected to nature and
take a more holistic and balanced approach to life. People
are more likely to tinker with their diets to improve their health
and view nature as a source of joy and excitement.
When it comes to food, they believe taste and naturalness go
hand in hand, and so they enjoy experimenting with natural
ingredients and include superfoods in their diets. They are
also most prone to believing in the therapeutic/preventative
powers of food. For them, food is medicine.
2.
FOOD IS FRETFUL
US, UK, GERMANY, BELGIUM, JAPAN
In these cultures food is a source of worry, uncertainty, and
guilt. Low-nutrient, highly processed food has lead to high rates
of obesity and sparked negative connotations with food in
general.
People in these markets are heavy consumers of vitamins and
supplements because they believe the food they consume is not
enough. In this study, they are the least likely to believe in the
healing powers of food. So their thinking revolves a lot around
avoidance and remorse. Their rushed lifestyles make them envy
cultures with a slower and more sociable approach to dining.
3.
Image: Creative Commons/Hungry [email protected]
Souping (juicing
without all the
waste)
Fermentation Heirloom fruits and
veggies (incl.
“survival” seed packs
Clean labels Specialty teas
(incl. matcha)
Hyperlocal sourcing
(on-site restaurant
& market gardens)
Wheat-free flours Probiotics & gut
health Turmeric & other
anti-inflammatory
spices
“Free-from” foods
10 FOOD TRENDS ON OUR RADAR FOR 2016
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