Nancy Kruse - Spotting Millennial Food Trends
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Transcript of Nancy Kruse - Spotting Millennial Food Trends
Spotting Millennial Food Trends:
Five to Monitor
Prepared for 13th Annual Stakeholders Summit
May 8, 2014
5 Food TrendsObjectives• Survey critical issues, opportunities• Focus on long-term trends• Analyze implications
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5 Food TrendsAgenda• Protein Power• Veggie Chic• Super Snacks• Hot Buttons• Real Food
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Trend 1:Protein Power• Retail Grocery: product
claims jumped 54% past 5 years
• Restaurants: menu mentions jumped 64% past 5 years
• US is largest market in world for high protein products
Source: Mintel; Technomic, Inc.
Greek Yogurt, Energy Bars Take Supermarkets by Storm 4
More Than Half of AdultsWant More Protein in Diet
Source: NPD Group
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Dairy Industry Focuses on Protein…
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…And Restaurant ChainsGetting on Board
TACO BELL’S POWER PROTEIN MENU
TARGETS MILLENNIALS
• 20+ Grams of Protein• Fewer Than 450 Calories
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Protein PowerImplications• Opportunity to exploit• Addition NOT subtraction• Watch for backlash• Expect changing guidelines• Consider gender segmentation…
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… As More Marketers Target Millennial Males
“Brogurt” Appeals to Men
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Trend 2:Snackification
1%
5%
6%
9%
36%
42%
Usually just snacks, nomeals
3 meals, no snacks
3 meals with many snacksbetween
Usually skip or replace 2meals with snacks
3 meals with few snacks inbetween
Usually skip or replace onemeal/day with snacks
24/7 LIFESTYLES UPENDING CONVENTIONAL MEAL PATTERNS
Source: Technomic Snacking Occasion Consumer Trend Report
Millennials AreSuper Snackers…• “Time-crunched multi taskers”• Convenience/food on demand• Fresh, real, less processed
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…And Entrepreneurs MeetTheir Demands
Nature Box Delivers Healthful Small Bites
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Opportunity for Next-Gen ItemsAt Both Retail, Restaurants
McDonald’s Snack Wrap
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SnackificationImplications• Need to reconsider positioning, portioning, packaging• Second-generation product opportunity• Emphasis on good and good tasting• Monitor for changes as millennials age, form households
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Trend 3:Food Activism SELECTED HOT BUTTONS, BUZZ WORDS
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Antibiotic/Hormone/Steroid Free Biodynamic Cage Free Clean Foods Carbon Footprint Energy Efficient Eco-Friendly Ethical Fair Trade Free Range Gestation Crates Grass Fed
GMOs Humanely Raised Local Natural Organic Permaculture Rainforest Alliance Recyclable Sustainable Traceable Vegetarian/Vegan Whole Foods
Animal IssuesGaining Support
GMO Uproar Catching Fire
LEGISLATIVE ACTIVITY HEATING UP AT STATE LEVEL
• 97% sugar beets• 93% soybeans• 90% cotton• 90% feed corn• 60% papayagenetically modified in US
General Mills SellingNon-GMO Cheerios
• Announced Jan 2, 2014• GMO Inside campaign was totally digital: -40M Facebook Posts -200M You Tube Views• Sales “down somewhat” since change
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Everyone’s A Journalist…
“10 Most Influential Mommy Bloggers” Include:Heather B. Armstrong, 1.5MM+ followers-Based in Utah
Jenny Lawson, 100M+ followers-Based in Texas
Stacie Connerty, 50M+ followers-Based in Georgia
Source: Cision
…In WiredWorld 1.5MM You-Tube views…
Jamie Oliver’s “Pink Slime” episode on ABC
…250,000 signatures
Bettina Siegel, Houston, blogs “The Lunch Tray”
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Chipotle Marketing HitsMillennials’ Hot Buttons
“Outrageously twisted and utterly unsustainable world of industrial agriculture”
Food ActivismImplications• Monitor digital conversations• Stay ahead on hot-button issues• Enlist appropriate advocates, spokespeople• Recognize emotional underpinnings• Pay special attention to kids, moms
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Trend 4:Veggie Chic
WHY IS PRODUCE SO HOT?• Center-of-Plate Volatility• Culinary Sensibility• Consumer Health Interests• Range of Options• Versatility/Flexibility• Availability/Formats
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Cruciferous CrazeTypifies Veggie Trend
California Pizza Kitchen’s Brussels + Bacon Pizza
Herbed Goat Cheese, Caramelized Onion, Romano Cheese
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No. 7 Subs’Broccoli Sandwich
• Fresh Mozzarella• Thai Basil Pesto• Fried Lemon
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Brennan’s of Houston’sChicken-Fried Cauliflower Steak
26Purple Majesty Potato Salad, Vegan Mushroom Gravy
Despite Veggie Innovation,Meatless Monday Stumbling• US House of Rep. Vegetarian Caucus recently formed
• But proposed Meatless Monday in cafeteria fails
• San Diego School District adopts in September 2013• One of largest districts to embrace
• Importantly, majority colleges and universities fail to endorse• “Students felt we were regulating their choices”• “Name sounds like we’re taking something away from customer”• “Yale Dining actually increased quality of meat it serves”
Source: Foodservice Director27
Veggie ChicImplications• Veggie interest will increase• Reflects desire for good food…• …NOT rise in vegetarianism• Meatless meals least popular way to save $• Shifting priorities favor “clean,” “whole,” “real”• Major opportunity for animal protein
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Trend 5:REAL Foods• Butter consumption +24% past decade• 5.6 lbs per capita 2013 vs. 4.1 lbs in 1997• “Wholesome, pure, not a lot of other ingredients”
Nose-to-Tail Cuisine, Butchers Bounce Back
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Demand for Local FoodsBoosts Farmers’ Markets
FARMERS’ MARKETS ON GROWTH CURVE,THOUGH LOSING LUSTER IN SOME AREAS
1994 2004 2013 Number of Markets 1,755 3,706 8,144
Source: USDA AMS
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Microwaves Lose Favor AsConsumers Seek Involvement
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REAL FoodImplications• Quality definition changing
• Real foods favored• Powerful consumer drivers
• Both millennials and boomers• Signifies goodness without deprivation
• Standards of identity not established• MAJOR opportunity for animal proteins
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