Post on 29-Jul-2018
Why are Generations important to Free From?Prepared for Food Matters Live
November 2017 London@happen.com
3
We specialise in helping all sorts of brands/businesses from across the globe to create new ideas for growth, products and services, in competitive markets.
We have developed and applied our generational research understanding over the last 10 years – finding it a helpful way of not only enriching our consumer insight work but also helping to understanding if trends will be significant and therefore key for innovation for our clients.
We have a great client and consumer experience to draw on and below are some of our clients for whom FreeFromis big news…
London@happen.com
FreeFrom is….
• Gluten free
• Wheat free
• Dairy free
• Sugar free
• Nut free
• Meat free
London@happen.com
The Grocer: Flying high: free-
from category report 2017
[Kantar 52 w/e February 2017]
38.5% value growth to make category
worth £800m +
5
But with 22% of the population self
diagnosing, is FreeFrombecoming more of a shortcut to health?
London@happen.com
To help us answer that I am going to
look at FreeFrom through a consumer
lens and use our Generational
research understanding to look for
clues to help us.
Generations:History repeating itself
through Archetypes
HERO ARTIST
NOMAD PROPHET
Source: The Fourth Turning, William Strauss and Neil Howe
London@happen.com
Born: 1946-1962
PROPHETS
Born: 1963-1980
NOMADS
Born: 1981-2000
HEROES
Born: 2002+
ARTISTS
Baby
BoomersGen X Gen Y Gen Z
London@happen.com
Born: 1946-1962
PROPHETS
Born: 1963-1980
NOMADS
Born: 1981-2000
HEROES
Born: 2002+
ARTISTS
Mintel report:http://www.mintel.com/press-centre/food-and-drink/84-of-americans-buy-free-from-foods-because-they-believe-them-to-be-more-natural-or-less-processed
allergen free foods are a fad!
One third of Baby Boomers believe
London@happen.com
Born: 1946-1962
PROPHETS
Born: 1963-1980
NOMADS
Born: 1981-2000
HEROES
Born: 2002+
ARTISTS
Help me stay
active and
enjoying life
• Free from ageing health issues
• Free from saying no to their food pleasures!
London@happen.com
Born: 1946-1962
PROPHETS
Born: 1963-1980
NOMADS
Born: 1981-2000
HEROES
Born: 2002+
ARTISTS
Mintel report:http://www.mintel.com/press-centre/food-and-drink/84-of-americans-buy-free-from-foods-because-they-believe-them-to-be-more-natural-or-less-processed
Only 12% of Gen X are willing to pay a premium for Gluten Free products
London@happen.com
Quality still rules Ease my busy life
Rewarding snacking Keep me healthy (& working!)
London@happen.com
Born: 1946-1962
PROPHETS
Born: 1963-1980
NOMADS
Born: 1981-2000
HEROES
Born: 2002+
ARTISTS
• Free from compromise
• Free from stress
Make it easy for me
to stay healthy and
independent London@happen.com
Born: 1946-1962
PROPHETS
Born: 1963-1980
NOMADS
Born: 1981-2000
HEROES
Born: 2002+
ARTISTS
Mintel report:http://www.mintel.com/press-centre/food-and-drink/84-of-americans-buy-free-from-foods-because-they-believe-them-to-be-more-natural-or-less-processed
are very willing to pay a premium for gluten free products
31% of Millennials
London@happen.com
We want it all!
Lighter, cleaner, happier Keeping it real & authentic
Food as identity
London@happen.com
Born: 1946-1962
PROPHETS
Born: 1963-1980
NOMADS
Born: 1981-2000
HEROES
Born: 2002+
ARTISTS
• Free from the superficial
• Free from ‘either/or’to and/and/and!
Keep me happy and
making the most of
life London@happen.com
Born: 1946-1962
PROPHETS
Born: 1963-1980
NOMADS
Born: 1981-2000
HEROES
Born: 2002+
ARTISTS
Mintel report:http://www.mintel.com/press-centre/food-and-drink/84-of-americans-buy-free-from-
foods-because-they-believe-them-to-be-more-natural-or-less-processed
37% of Gen Z claim interest in paying more for gluten free products
London@happen.com
Closer to nutrition & natureClean, true
and recognizableSpecific foods for specific
occasions
London@happen.com
Born: 1946-1962
PROPHETS
Born: 1963-1980
NOMADS
Born: 1981-2000
HEROES
Born: 2002+
ARTISTS
• Free from dangerous ingredients
• Free from one size fits all
Help me protect
myself and my
futureLondon@happen.com
Will FreeFromcontinue to grow?
Yes
Who could drive the growth?
Opportunity lies with each Generation…
London@happen.com
Real food pleasure
Pleasurable foodfor an active life
Rewarding & stress free
Quality, rewarding, guilt free and
convenient food
Personalisedhappiness
Taste + Excitement+ Healthy + Fit my
life food
Protected & co-created
Good for me and good for the planet food
London@happen.com
Want to know how you can apply generational theory to unlock growth?
(Especially in competitive categories!)
Get in touch:Suzanne Robinson – Managing Director, Happen London
London@happen.com
Download our Gen Z e-book here.