Food Consumption: Enduring Trends . Convenience Taste Price Convenience Make it for me Make it fast Make it easy to buy Make it easy to eat . Make It For me - Evidence . 67% eat main meal out at least once a week (218 meals/capita/year eaten out)
(218 meals/capita/year eaten out)
--Burgers have 35% of the market share of food types*
(50% go home, 20% eaten in a car)
31% use it at least once a week; 12% never
USA Today: Impulse Research Corp for Arm and Hammer Baking Soda 2004
Keep it Simple
48% report making something from scratch
at least 3 times a week --but --
41% use shortcuts like bagged salads;
45% boxed or frozen meals;
38% heat and eat foods
No Dishes Required
Ready to Eat/Heat
Eyesight - 85%
Cancer - 81%
Energy - 75% / Heart Health - 75%
Joint Pain - 73% / Cholesterol - 73%
Source: Sloan Trends and Solutions, Inc. Food Industry Report, 8/2/99
Bio-tech (GMO) foods?
Why consumers buy organic foods:
Sloan, Food Technology, 1/2001
Growth in “organic” foods sales growing 22.7% / year VS. growth in mass market foods 3-5% / year.
2000 sales of $7.8 Billion (<2% total grocery)
40% for produce
20% for packaged grocery/dairy
2004 sales of “natural foods” $11B.
4 in 10 consumers claim to prefer products and
services that fit these criteria*
Associated with higher quality products
Look to high quality foods as a “little luxury”
Sloan, Food Technology 7/2004
Everyone is a
More focused, targeted, and niche opportunities for
Population Saddle: 2 large markets
15-24 yr. old –web-savvy, expect services “on-demand,” want convenience and speed, prefer organic ethnic, gourmet and prepared foods.
> 55 yr. old – “value conscious,” buy health and wellness products, high levels of customer service
Connectedness – staying in touch with other people is important
Fragmented society, tastes, cultures-Multiple mini-markets amongst mass markets (Starbucks offers 10,000 ways to order coffee)
Backlash against too much choice.
Find the exotic: as luxury goes mainstream, luxury consumers move on (gourmet cuisine, wine)