Consumer trends and new product opportunities Ana Alina Tudoran Assoc. Professor PhD. Department of Business Administration MAPP Centre, QUANTS group Bartholins Allé Building 1326- room 325 8000 Aarhus C, Denmark Email: anat@asb.dk præsen TATION
Trend vs. Fad or Fashion time Source: Salome Areias (2012) RELATIONS IN THE FOOD SECTOR 2
Consumer food-related trends Scientific literature review (2000-present) Empirical evidence (Google data) (2004-present) Consumers reported attitudes Consumers observed behaviour Mainly cross sectional studies Consumers searching behaviour - Normalized data (i.e. relative to the total number of searches done on Google over time (scale 0 to 100) - Top searches (volume) - Hot searches (rising searches, real-time data) Longitudinal analysis RELATIONS IN THE FOOD SECTOR 3
1. Health Predisposition Determinant Product Drawback Intervention Information Interactive communication Demographics Lifestyle Diseases (CVD, diabetes,..) RELATIONS IN THE FOOD SECTOR Awareness of diet health link Functional foods Diet food: sugar free, low calorie, low fat, light food Trust in claims Unnaturalness Additives; replacement ingredient Nutrition education Medical support CSR Sources: Labrecque & Charlebois, 2011 Lähteenmäki et al., 2010; Hansen et al., 2010; Kearney, 2010; Krutulyte, 2010 Bech-Larsen & Scholderer, 2007 4
Interest over time: healthy food Weekly data, 2004 -present 12 10 Search: "healthy food" Interest'over'*me' 8 6 2 2004(01(04"("2004(01(1 2004(03(14"("2004(03(2 2004(05(23"("2004(05(29" 2004(08(01"("2004(08(07" 2004(10(1("2004(10(16" 2004(12(19"("2004(12(25" 2005(02(27"("2005(03(05" 2005(05(08"("2005(05(14" 2005(07(17"("2005(07(23" 2005(09(25"("2005(10(01" 2005(12(04"("2005(12(1 2006(02(12"("2006(02(18" 2006(04(23"("2006(04(29" 2006(07(02"("2006(07(08" 2006(09(1("2006(09(16" 2006(11(19"("2006(11(25" 2007(01(28"("2007(02(03" 2007(04(08"("2007(04(14" 2007(06(17"("2007(06(23" 2007(08(26"("2007(09(01" 2007(11(04"("2007(11(1 2008(01(13"("2008(01(19" 2008(03(23"("2008(03(29" 2008(06(01"("2008(06(07" 2008(08(1("2008(08(16" 2008(10(19"("2008(10(25" 2008(12(28"("2009(01(03" 2009(03(08"("2009(03(14" 2009(05(17"("2009(05(23" 2009(07(26"("2009(08(01" 2009(10(04"("2009(10(1 2009(12(13"("2009(12(19" 2010(02(21"("2010(02(27" 2010(05(02"("2010(05(08" 2010(07(11"("2010(07(17" 2010(09(19"("2010(09(25" 2010(11(28"("2010(12(04" 2011(02(06"("2011(02(12" 2011(04(17"("2011(04(23" 2011(06(26"("2011(07(02" 2011(09(04"("2011(09(1 2011(11(13"("2011(11(19" 2012(01(22"("2012(01(28" 2012(04(01"("2012(04(07" 2012(06(1("2012(06(16" 2012(08(19"("2012(08(25" 2012(10(28"("2012(11(03" 2013(01(06"("2013(01(12" 2013(03(17"("2013(03(23" 2013(05(26"("2013(06(01" 2013(08(04"("2013(08(1 2013(10(13"("2013(10(19" Week' RELATIONS IN THE FOOD SECTOR 5
Interest over time: sund mad Weekly data, 2004 -present Interest'over'*me' 12 10 8 6 2 Search: "sund mad" ("healthy food" in Danish) 2004(01(04"("2004(01(1 2004(03(14"("2004(03(2 2004(05(23"("2004(05(29" 2004(08(01"("2004(08(07" 2004(10(1("2004(10(16" 2004(12(19"("2004(12(25" 2005(02(27"("2005(03(05" 2005(05(08"("2005(05(14" 2005(07(17"("2005(07(23" 2005(09(25"("2005(10(01" 2005(12(04"("2005(12(1 2006(02(12"("2006(02(18" 2006(04(23"("2006(04(29" 2006(07(02"("2006(07(08" 2006(09(1("2006(09(16" 2006(11(19"("2006(11(25" 2007(01(28"("2007(02(03" 2007(04(08"("2007(04(14" 2007(06(17"("2007(06(23" 2007(08(26"("2007(09(01" 2007(11(04"("2007(11(1 2008(01(13"("2008(01(19" 2008(03(23"("2008(03(29" 2008(06(01"("2008(06(07" 2008(08(1("2008(08(16" 2008(10(19"("2008(10(25" 2008(12(28"("2009(01(03" 2009(03(08"("2009(03(14" 2009(05(17"("2009(05(23" 2009(07(26"("2009(08(01" 2009(10(04"("2009(10(1 2009(12(13"("2009(12(19" 2010(02(21"("2010(02(27" 2010(05(02"("2010(05(08" 2010(07(11"("2010(07(17" 2010(09(19"("2010(09(25" 2010(11(28"("2010(12(04" 2011(02(06"("2011(02(12" 2011(04(17"("2011(04(23" 2011(06(26"("2011(07(02" 2011(09(04"("2011(09(1 2011(11(13"("2011(11(19" 2012(01(22"("2012(01(28" 2012(04(01"("2012(04(07" 2012(06(1("2012(06(16" 2012(08(19"("2012(08(25" 2012(10(28"("2012(11(03" 2013(01(06"("2013(01(12" 2013(03(17"("2013(03(23" 2013(05(26"("2013(06(01" 2013(08(04"("2013(08(1 2013(10(13"("2013(10(19" Week' RELATIONS IN THE FOOD SECTOR 6
Interest over time: alimentos saludables Weekly data, 2004 -present Interest'over'*me' 12 10 8 6 2 Search: "alimentos saludables" ("healthy food" in Spanish) 2004(01(04"("2004(01(1 2004(03(14"("2004(03(2 2004(05(23"("2004(05(29" 2004(08(01"("2004(08(07" 2004(10(1("2004(10(16" 2004(12(19"("2004(12(25" 2005(02(27"("2005(03(05" 2005(05(08"("2005(05(14" 2005(07(17"("2005(07(23" 2005(09(25"("2005(10(01" 2005(12(04"("2005(12(1 2006(02(12"("2006(02(18" 2006(04(23"("2006(04(29" 2006(07(02"("2006(07(08" 2006(09(1("2006(09(16" 2006(11(19"("2006(11(25" 2007(01(28"("2007(02(03" 2007(04(08"("2007(04(14" 2007(06(17"("2007(06(23" 2007(08(26"("2007(09(01" 2007(11(04"("2007(11(1 2008(01(13"("2008(01(19" 2008(03(23"("2008(03(29" 2008(06(01"("2008(06(07" 2008(08(1("2008(08(16" 2008(10(19"("2008(10(25" 2008(12(28"("2009(01(03" 2009(03(08"("2009(03(14" 2009(05(17"("2009(05(23" 2009(07(26"("2009(08(01" 2009(10(04"("2009(10(1 2009(12(13"("2009(12(19" 2010(02(21"("2010(02(27" 2010(05(02"("2010(05(08" 2010(07(11"("2010(07(17" 2010(09(19"("2010(09(25" 2010(11(28"("2010(12(04" 2011(02(06"("2011(02(12" 2011(04(17"("2011(04(23" 2011(06(26"("2011(07(02" 2011(09(04"("2011(09(1 2011(11(13"("2011(11(19" 2012(01(22"("2012(01(28" 2012(04(01"("2012(04(07" 2012(06(1("2012(06(16" 2012(08(19"("2012(08(25" 2012(10(28"("2012(11(03" 2013(01(06"("2013(01(12" 2013(03(17"("2013(03(23" 2013(05(26"("2013(06(01" 2013(08(04"("2013(08(1 2013(10(13"("2013(10(19" Week' RELATIONS IN THE FOOD SECTOR 7
Interest over time: gesunde Lebensmittel Weekly data, 2004 -present Interest'over'*me' 12 10 8 6 2 Search: "gesunde Lebensmittel" ("healthy food" in German) 2004(01(04"("2004(01(1 2004(03(14"("2004(03(2 2004(05(23"("2004(05(29" 2004(08(01"("2004(08(07" 2004(10(1("2004(10(16" 2004(12(19"("2004(12(25" 2005(02(27"("2005(03(05" 2005(05(08"("2005(05(14" 2005(07(17"("2005(07(23" 2005(09(25"("2005(10(01" 2005(12(04"("2005(12(1 2006(02(12"("2006(02(18" 2006(04(23"("2006(04(29" 2006(07(02"("2006(07(08" 2006(09(1("2006(09(16" 2006(11(19"("2006(11(25" 2007(01(28"("2007(02(03" 2007(04(08"("2007(04(14" 2007(06(17"("2007(06(23" 2007(08(26"("2007(09(01" 2007(11(04"("2007(11(1 2008(01(13"("2008(01(19" 2008(03(23"("2008(03(29" 2008(06(01"("2008(06(07" 2008(08(1("2008(08(16" 2008(10(19"("2008(10(25" 2008(12(28"("2009(01(03" 2009(03(08"("2009(03(14" 2009(05(17"("2009(05(23" 2009(07(26"("2009(08(01" 2009(10(04"("2009(10(1 2009(12(13"("2009(12(19" 2010(02(21"("2010(02(27" 2010(05(02"("2010(05(08" 2010(07(11"("2010(07(17" 2010(09(19"("2010(09(25" 2010(11(28"("2010(12(04" 2011(02(06"("2011(02(12" 2011(04(17"("2011(04(23" 2011(06(26"("2011(07(02" 2011(09(04"("2011(09(1 2011(11(13"("2011(11(19" 2012(01(22"("2012(01(28" 2012(04(01"("2012(04(07" 2012(06(1("2012(06(16" 2012(08(19"("2012(08(25" 2012(10(28"("2012(11(03" 2013(01(06"("2013(01(12" 2013(03(17"("2013(03(23" 2013(05(26"("2013(06(01" 2013(08(04"("2013(08(1 2013(10(13"("2013(10(19" Week' RELATIONS IN THE FOOD SECTOR 8
Top searches for healthy food 0 50 100 healthy food food recipes healthy recipes eating healthy fast food healthy fast healthy foods healthy diet diet food healthy diet Rising searches healthy food recipe +120% healthy food ideas +100% healthy dog food +90% food recipes +70% good food +70% good healthy food +70% healthy food list +70% healthy food recipes +70% healthy recipes +70% fast food +60%! RELATIONS IN THE FOOD SECTOR 9
Interest over time: healthy snacks Weekly data, 2004 -present 12 10 Search: "healthy snacks" Interest'over'*me' 8 6 2 2004(01(04"("2004(01(1 2004(03(14"("2004(03(2 2004(05(23"("2004(05(29" 2004(08(01"("2004(08(07" 2004(10(1("2004(10(16" 2004(12(19"("2004(12(25" 2005(02(27"("2005(03(05" 2005(05(08"("2005(05(14" 2005(07(17"("2005(07(23" 2005(09(25"("2005(10(01" 2005(12(04"("2005(12(1 2006(02(12"("2006(02(18" 2006(04(23"("2006(04(29" 2006(07(02"("2006(07(08" 2006(09(1("2006(09(16" 2006(11(19"("2006(11(25" 2007(01(28"("2007(02(03" 2007(04(08"("2007(04(14" 2007(06(17"("2007(06(23" 2007(08(26"("2007(09(01" 2007(11(04"("2007(11(1 2008(01(13"("2008(01(19" 2008(03(23"("2008(03(29" 2008(06(01"("2008(06(07" 2008(08(1("2008(08(16" 2008(10(19"("2008(10(25" 2008(12(28"("2009(01(03" 2009(03(08"("2009(03(14" 2009(05(17"("2009(05(23" 2009(07(26"("2009(08(01" 2009(10(04"("2009(10(1 2009(12(13"("2009(12(19" 2010(02(21"("2010(02(27" 2010(05(02"("2010(05(08" 2010(07(11"("2010(07(17" 2010(09(19"("2010(09(25" 2010(11(28"("2010(12(04" 2011(02(06"("2011(02(12" 2011(04(17"("2011(04(23" 2011(06(26"("2011(07(02" 2011(09(04"("2011(09(1 2011(11(13"("2011(11(19" 2012(01(22"("2012(01(28" 2012(04(01"("2012(04(07" 2012(06(1("2012(06(16" 2012(08(19"("2012(08(25" 2012(10(28"("2012(11(03" 2013(01(06"("2013(01(12" 2013(03(17"("2013(03(23" 2013(05(26"("2013(06(01" 2013(08(04"("2013(08(1 2013(10(13"("2013(10(19" Week' RELATIONS IN THE FOOD SECTOR 10
Interest over time: veggie meals Weekly data, 2004 -present 12 10 Search: "veggie meals" Interest'over'*me' 8 6 2 2004(01(04"("2004(01(1 2004(03(14"("2004(03(2 2004(05(23"("2004(05(29" 2004(08(01"("2004(08(07" 2004(10(1("2004(10(16" 2004(12(19"("2004(12(25" 2005(02(27"("2005(03(05" 2005(05(08"("2005(05(14" 2005(07(17"("2005(07(23" 2005(09(25"("2005(10(01" 2005(12(04"("2005(12(1 2006(02(12"("2006(02(18" 2006(04(23"("2006(04(29" 2006(07(02"("2006(07(08" 2006(09(1("2006(09(16" 2006(11(19"("2006(11(25" 2007(01(28"("2007(02(03" 2007(04(08"("2007(04(14" 2007(06(17"("2007(06(23" 2007(08(26"("2007(09(01" 2007(11(04"("2007(11(1 2008(01(13"("2008(01(19" 2008(03(23"("2008(03(29" 2008(06(01"("2008(06(07" 2008(08(1("2008(08(16" 2008(10(19"("2008(10(25" 2008(12(28"("2009(01(03" 2009(03(08"("2009(03(14" 2009(05(17"("2009(05(23" 2009(07(26"("2009(08(01" 2009(10(04"("2009(10(1 2009(12(13"("2009(12(19" 2010(02(21"("2010(02(27" 2010(05(02"("2010(05(08" 2010(07(11"("2010(07(17" 2010(09(19"("2010(09(25" 2010(11(28"("2010(12(04" 2011(02(06"("2011(02(12" 2011(04(17"("2011(04(23" 2011(06(26"("2011(07(02" 2011(09(04"("2011(09(1 2011(11(13"("2011(11(19" 2012(01(22"("2012(01(28" 2012(04(01"("2012(04(07" 2012(06(1("2012(06(16" 2012(08(19"("2012(08(25" 2012(10(28"("2012(11(03" 2013(01(06"("2013(01(12" 2013(03(17"("2013(03(23" 2013(05(26"("2013(06(01" 2013(08(04"("2013(08(1 2013(10(13"("2013(10(19" Week' RELATIONS IN THE FOOD SECTOR 11
Interest over time: diet food Weekly data, 2004 -present Search: "diet food", "sugar free", "low calorie", "low fat", "light food" diet food sugar free low calorie low fat light food 10 9 8 Interest'over'*me' 7 6 5 3 2 1 2004,01,04","2004,01,1 2004,02,22","2004,02,28" 2004,04,11","2004,04,17" 2004,05,3,"2004,06,05" 2004,07,18","2004,07,24" 2004,09,05","2004,09,11" 2004,10,24","2004,10,3 2004,12,12","2004,12,18" 2005,01,3,"2005,02,05" 2005,03,2,"2005,03,26" 2005,05,08","2005,05,14" 2005,06,26","2005,07,02" 2005,08,14","2005,08,2 2005,10,02","2005,10,08" 2005,11,2,"2005,11,26" 2006,01,08","2006,01,14" 2006,02,26","2006,03,04" 2006,04,16","2006,04,22" 2006,06,04","2006,06,1 2006,07,23","2006,07,29" 2006,09,1,"2006,09,16" 2006,10,29","2006,11,04" 2006,12,17","2006,12,23" 2007,02,04","2007,02,1 2007,03,25","2007,03,31" 2007,05,13","2007,05,19" 2007,07,01","2007,07,07" 2007,08,19","2007,08,25" 2007,10,07","2007,10,13" 2007,11,25","2007,12,01" 2008,01,13","2008,01,19" 2008,03,02","2008,03,08" 2008,04,2,"2008,04,26" 2008,06,08","2008,06,14" 2008,07,27","2008,08,02" 2008,09,14","2008,09,2 2008,11,02","2008,11,08" 2008,12,21","2008,12,27" 2009,02,08","2009,02,14" 2009,03,29","2009,04,04" 2009,05,17","2009,05,23" 2009,07,05","2009,07,11" 2009,08,23","2009,08,29" 2009,10,11","2009,10,17" 2009,11,29","2009,12,05" 2010,01,17","2010,01,23" 2010,03,07","2010,03,13" 2010,04,25","2010,05,01" 2010,06,13","2010,06,19" 2010,08,01","2010,08,07" 2010,09,19","2010,09,25" 2010,11,07","2010,11,13" 2010,12,26","2011,01,01" 2011,02,13","2011,02,19" 2011,04,03","2011,04,09" 2011,05,22","2011,05,28" 2011,07,1,"2011,07,16" 2011,08,28","2011,09,03" 2011,10,16","2011,10,22" 2011,12,04","2011,12,1 2012,01,22","2012,01,28" 2012,03,11","2012,03,17" 2012,04,29","2012,05,05" 2012,06,17","2012,06,23" 2012,08,05","2012,08,11" 2012,09,23","2012,09,29" 2012,11,11","2012,11,17" 2012,12,3,"2013,01,05" 2013,02,17","2013,02,23" 2013,04,07","2013,04,13" 2013,05,26","2013,06,01" 2013,07,14","2013,07,2 2013,09,01","2013,09,07" 2013,10,2,"2013,10,26" Week' RELATIONS IN THE FOOD SECTOR 12
Health New product opportunities For health maintenance mental health immune function gastrointestinal health physical performance healthy ageing For obesity prevention For chronic diet-related diseases cardiovascular disease type 2 diabetes musculoskeletal disease Source: EU Reports (2010; 2011; 2012) RELATIONS IN THE FOOD SECTOR 13
2. Convenience Predisposition Determinant Product Drawback Intervention Extra activities.. Longer working hours Household structure Cooking skills Situational determinant Time pressure Meal solutions Online food orders Low freshness Low quality Delivery costs Integrate health & convenience More interest in cooking RELATIONS IN THE FOOD SECTOR Sources: Leipämaa-Leskinen, 2007 Buckley et al., 2005 Ahlgren et al.,2004 Boer et al., 2002 14
Interest over time: food delivery / takeaway Weekly data, 2004 -present Search: "food delivery" and "takeaway" food delivery takeaway 10 9 8 Interest'over'*me' 7 6 5 3 2 1 2004,01,04","2004,01,1 2004,02,22","2004,02,28" 2004,04,11","2004,04,17" 2004,05,3,"2004,06,05" 2004,07,18","2004,07,24" 2004,09,05","2004,09,11" 2004,10,24","2004,10,3 2004,12,12","2004,12,18" 2005,01,3,"2005,02,05" 2005,03,2,"2005,03,26" 2005,05,08","2005,05,14" 2005,06,26","2005,07,02" 2005,08,14","2005,08,2 2005,10,02","2005,10,08" 2005,11,2,"2005,11,26" 2006,01,08","2006,01,14" 2006,02,26","2006,03,04" 2006,04,16","2006,04,22" 2006,06,04","2006,06,1 2006,07,23","2006,07,29" 2006,09,1,"2006,09,16" 2006,10,29","2006,11,04" 2006,12,17","2006,12,23" 2007,02,04","2007,02,1 2007,03,25","2007,03,31" 2007,05,13","2007,05,19" 2007,07,01","2007,07,07" 2007,08,19","2007,08,25" 2007,10,07","2007,10,13" 2007,11,25","2007,12,01" 2008,01,13","2008,01,19" 2008,03,02","2008,03,08" 2008,04,2,"2008,04,26" 2008,06,08","2008,06,14" 2008,07,27","2008,08,02" 2008,09,14","2008,09,2 2008,11,02","2008,11,08" 2008,12,21","2008,12,27" 2009,02,08","2009,02,14" 2009,03,29","2009,04,04" 2009,05,17","2009,05,23" 2009,07,05","2009,07,11" 2009,08,23","2009,08,29" 2009,10,11","2009,10,17" 2009,11,29","2009,12,05" 2010,01,17","2010,01,23" 2010,03,07","2010,03,13" 2010,04,25","2010,05,01" 2010,06,13","2010,06,19" 2010,08,01","2010,08,07" 2010,09,19","2010,09,25" 2010,11,07","2010,11,13" 2010,12,26","2011,01,01" 2011,02,13","2011,02,19" 2011,04,03","2011,04,09" 2011,05,22","2011,05,28" 2011,07,1,"2011,07,16" 2011,08,28","2011,09,03" 2011,10,16","2011,10,22" 2011,12,04","2011,12,1 2012,01,22","2012,01,28" 2012,03,11","2012,03,17" 2012,04,29","2012,05,05" 2012,06,17","2012,06,23" 2012,08,05","2012,08,11" 2012,09,23","2012,09,29" 2012,11,11","2012,11,17" 2012,12,3,"2013,01,05" 2013,02,17","2013,02,23" 2013,04,07","2013,04,13" 2013,05,26","2013,06,01" 2013,07,14","2013,07,2 2013,09,01","2013,09,07" 2013,10,2,"2013,10,26" Week' RELATIONS IN THE FOOD SECTOR 15
Interest over time: comida a domicilio Weekly data, 2004 -present Search: "comida a domicilio" ("food delivery"/"takeaway" in Spanish) 10 9 8 Interest'over'*me' 7 6 5 3 2 1 2004,01,04","2004,01,1 2004,02,22","2004,02,28" 2004,04,11","2004,04,17" 2004,05,3,"2004,06,05" 2004,07,18","2004,07,24" 2004,09,05","2004,09,11" 2004,10,24","2004,10,3 2004,12,12","2004,12,18" 2005,01,3,"2005,02,05" 2005,03,2,"2005,03,26" 2005,05,08","2005,05,14" 2005,06,26","2005,07,02" 2005,08,14","2005,08,2 2005,10,02","2005,10,08" 2005,11,2,"2005,11,26" 2006,01,08","2006,01,14" 2006,02,26","2006,03,04" 2006,04,16","2006,04,22" 2006,06,04","2006,06,1 2006,07,23","2006,07,29" 2006,09,1,"2006,09,16" 2006,10,29","2006,11,04" 2006,12,17","2006,12,23" 2007,02,04","2007,02,1 2007,03,25","2007,03,31" 2007,05,13","2007,05,19" 2007,07,01","2007,07,07" 2007,08,19","2007,08,25" 2007,10,07","2007,10,13" 2007,11,25","2007,12,01" 2008,01,13","2008,01,19" 2008,03,02","2008,03,08" 2008,04,2,"2008,04,26" 2008,06,08","2008,06,14" 2008,07,27","2008,08,02" 2008,09,14","2008,09,2 2008,11,02","2008,11,08" 2008,12,21","2008,12,27" 2009,02,08","2009,02,14" 2009,03,29","2009,04,04" 2009,05,17","2009,05,23" 2009,07,05","2009,07,11" 2009,08,23","2009,08,29" 2009,10,11","2009,10,17" 2009,11,29","2009,12,05" 2010,01,17","2010,01,23" 2010,03,07","2010,03,13" 2010,04,25","2010,05,01" 2010,06,13","2010,06,19" 2010,08,01","2010,08,07" 2010,09,19","2010,09,25" 2010,11,07","2010,11,13" 2010,12,26","2011,01,01" 2011,02,13","2011,02,19" 2011,04,03","2011,04,09" 2011,05,22","2011,05,28" 2011,07,1,"2011,07,16" 2011,08,28","2011,09,03" 2011,10,16","2011,10,22" 2011,12,04","2011,12,1 2012,01,22","2012,01,28" 2012,03,11","2012,03,17" 2012,04,29","2012,05,05" 2012,06,17","2012,06,23" 2012,08,05","2012,08,11" 2012,09,23","2012,09,29" 2012,11,11","2012,11,17" 2012,12,3,"2013,01,05" 2013,02,17","2013,02,23" 2013,04,07","2013,04,13" 2013,05,26","2013,06,01" 2013,07,14","2013,07,2 2013,09,01","2013,09,07" 2013,10,2,"2013,10,26" Week' RELATIONS IN THE FOOD SECTOR 16
Interest over time: zum Mitnehmen Weekly data, 2004 -present Search: "zum Mitnehmen" ("takeaway" in German) 10 9 8 Interest'over'*me' 7 6 5 3 2 1 2004,01,04","2004,01,1 2004,02,22","2004,02,28" 2004,04,11","2004,04,17" 2004,05,3,"2004,06,05" 2004,07,18","2004,07,24" 2004,09,05","2004,09,11" 2004,10,24","2004,10,3 2004,12,12","2004,12,18" 2005,01,3,"2005,02,05" 2005,03,2,"2005,03,26" 2005,05,08","2005,05,14" 2005,06,26","2005,07,02" 2005,08,14","2005,08,2 2005,10,02","2005,10,08" 2005,11,2,"2005,11,26" 2006,01,08","2006,01,14" 2006,02,26","2006,03,04" 2006,04,16","2006,04,22" 2006,06,04","2006,06,1 2006,07,23","2006,07,29" 2006,09,1,"2006,09,16" 2006,10,29","2006,11,04" 2006,12,17","2006,12,23" 2007,02,04","2007,02,1 2007,03,25","2007,03,31" 2007,05,13","2007,05,19" 2007,07,01","2007,07,07" 2007,08,19","2007,08,25" 2007,10,07","2007,10,13" 2007,11,25","2007,12,01" 2008,01,13","2008,01,19" 2008,03,02","2008,03,08" 2008,04,2,"2008,04,26" 2008,06,08","2008,06,14" 2008,07,27","2008,08,02" 2008,09,14","2008,09,2 2008,11,02","2008,11,08" 2008,12,21","2008,12,27" 2009,02,08","2009,02,14" 2009,03,29","2009,04,04" 2009,05,17","2009,05,23" 2009,07,05","2009,07,11" 2009,08,23","2009,08,29" 2009,10,11","2009,10,17" 2009,11,29","2009,12,05" 2010,01,17","2010,01,23" 2010,03,07","2010,03,13" 2010,04,25","2010,05,01" 2010,06,13","2010,06,19" 2010,08,01","2010,08,07" 2010,09,19","2010,09,25" 2010,11,07","2010,11,13" 2010,12,26","2011,01,01" 2011,02,13","2011,02,19" 2011,04,03","2011,04,09" 2011,05,22","2011,05,28" 2011,07,1,"2011,07,16" 2011,08,28","2011,09,03" 2011,10,16","2011,10,22" 2011,12,04","2011,12,1 2012,01,22","2012,01,28" 2012,03,11","2012,03,17" 2012,04,29","2012,05,05" 2012,06,17","2012,06,23" 2012,08,05","2012,08,11" 2012,09,23","2012,09,29" 2012,11,11","2012,11,17" 2012,12,3,"2013,01,05" 2013,02,17","2013,02,23" 2013,04,07","2013,04,13" 2013,05,26","2013,06,01" 2013,07,14","2013,07,2 2013,09,01","2013,09,07" 2013,10,2,"2013,10,26" Week' RELATIONS IN THE FOOD SECTOR 17
Rising searches for food delivery delivery near me Breakout food near me Breakout pizza hut delivery 190% delivery chinese food 140% chinese food 110% chinese delivery 100% food for delivery 80% thai food delivery 70% pizza delivery 60%! Rising searches for takeaway just eat Breakout just eat takeaway Breakout chinese takeaway menu 250% chinese menu 190% takeaway menu 160% chinese 110% chinese takeaway 90% takeaway online 70% thai takeaway 60% indian takeaway 50%! Top-8 regions searching for takeaway 1 United Kingdom 2 Ireland 3 Australia 4 New Zealand 5 Norway 6 Denmark 7 Singapore 8 South Africa! RELATIONS IN THE FOOD SECTOR 18
Interest over time: online food order Weekly data, 2004 -present 12 10 Search: "online food order" Interest'over'*me' 8 6 2 2004(01(04"("2004(01(1 2004(03(14"("2004(03(2 2004(05(23"("2004(05(29" 2004(08(01"("2004(08(07" 2004(10(1("2004(10(16" 2004(12(19"("2004(12(25" 2005(02(27"("2005(03(05" 2005(05(08"("2005(05(14" 2005(07(17"("2005(07(23" 2005(09(25"("2005(10(01" 2005(12(04"("2005(12(1 2006(02(12"("2006(02(18" 2006(04(23"("2006(04(29" 2006(07(02"("2006(07(08" 2006(09(1("2006(09(16" 2006(11(19"("2006(11(25" 2007(01(28"("2007(02(03" 2007(04(08"("2007(04(14" 2007(06(17"("2007(06(23" 2007(08(26"("2007(09(01" 2007(11(04"("2007(11(1 2008(01(13"("2008(01(19" 2008(03(23"("2008(03(29" 2008(06(01"("2008(06(07" 2008(08(1("2008(08(16" 2008(10(19"("2008(10(25" 2008(12(28"("2009(01(03" 2009(03(08"("2009(03(14" 2009(05(17"("2009(05(23" 2009(07(26"("2009(08(01" 2009(10(04"("2009(10(1 2009(12(13"("2009(12(19" 2010(02(21"("2010(02(27" 2010(05(02"("2010(05(08" 2010(07(11"("2010(07(17" 2010(09(19"("2010(09(25" 2010(11(28"("2010(12(04" 2011(02(06"("2011(02(12" 2011(04(17"("2011(04(23" 2011(06(26"("2011(07(02" 2011(09(04"("2011(09(1 2011(11(13"("2011(11(19" 2012(01(22"("2012(01(28" 2012(04(01"("2012(04(07" 2012(06(1("2012(06(16" 2012(08(19"("2012(08(25" 2012(10(28"("2012(11(03" 2013(01(06"("2013(01(12" 2013(03(17"("2013(03(23" 2013(05(26"("2013(06(01" 2013(08(04"("2013(08(1 2013(10(13"("2013(10(19" Week' RELATIONS IN THE FOOD SECTOR 19
Convenience New product opportunities Meal solutions Better services for online food orders RELATIONS IN THE FOOD SECTOR 20
3. Organic Predisposition Determinant Product Drawback Intervention Sustainability megatrend Awareness of current food production practices Perceived risk Organic/ Bio/Eco RELATIONS IN THE FOOD SECTOR 21 Availability Price Trust Lack of scientific evidence Education Social support CSR Sources: Thøgersen, 2013 Thøgersen et al,. 2013 Bavinger, et al., 2012 Innova, 2011
Interest over time: organic food Weekly data, 2004 -present 12 10 Search: "organic food" Interest'over'*me' 8 6 2 2004(01(04"("2004(01(1 2004(03(28"("2004(04(03" 2004(06(2("2004(06(26" 2004(09(12"("2004(09(18" 2004(12(05"("2004(12(11" 2005(02(27"("2005(03(05" 2005(05(22"("2005(05(28" 2005(08(14"("2005(08(2 2005(11(06"("2005(11(12" 2006(01(29"("2006(02(04" 2006(04(23"("2006(04(29" 2006(07(16"("2006(07(22" 2006(10(08"("2006(10(14" 2006(12(31"("2007(01(06" 2007(03(25"("2007(03(31" 2007(06(17"("2007(06(23" 2007(09(09"("2007(09(15" 2007(12(02"("2007(12(08" 2008(02(24"("2008(03(01" 2008(05(18"("2008(05(24" 2008(08(1("2008(08(16" 2008(11(02"("2008(11(08" 2009(01(25"("2009(01(31" 2009(04(19"("2009(04(25" 2009(07(12"("2009(07(18" 2009(10(04"("2009(10(1 2009(12(27"("2010(01(02" 2010(03(21"("2010(03(27" 2010(06(13"("2010(06(19" 2010(09(05"("2010(09(11" 2010(11(28"("2010(12(04" 2011(02(2("2011(02(26" 2011(05(15"("2011(05(21" 2011(08(07"("2011(08(13" 2011(10(3("2011(11(05" 2012(01(22"("2012(01(28" 2012(04(15"("2012(04(21" 2012(07(08"("2012(07(14" 2012(09(3("2012(10(06" 2012(12(23"("2012(12(29" 2013(03(17"("2013(03(23" 2013(06(09"("2013(06(15" 2013(09(01"("2013(09(07" Week' RELATIONS IN THE FOOD SECTOR 22
Interest over time: økologisk Weekly data, 2004 -present 12 10 Search: "økologisk" ("organic" in Danish) Interest'over'*me' 8 6 2 2004(01(04"("2004(01(1 2004(03(28"("2004(04(03" 2004(06(2("2004(06(26" 2004(09(12"("2004(09(18" 2004(12(05"("2004(12(11" 2005(02(27"("2005(03(05" 2005(05(22"("2005(05(28" 2005(08(14"("2005(08(2 2005(11(06"("2005(11(12" 2006(01(29"("2006(02(04" 2006(04(23"("2006(04(29" 2006(07(16"("2006(07(22" 2006(10(08"("2006(10(14" 2006(12(31"("2007(01(06" 2007(03(25"("2007(03(31" 2007(06(17"("2007(06(23" 2007(09(09"("2007(09(15" 2007(12(02"("2007(12(08" 2008(02(24"("2008(03(01" 2008(05(18"("2008(05(24" 2008(08(1("2008(08(16" 2008(11(02"("2008(11(08" 2009(01(25"("2009(01(31" 2009(04(19"("2009(04(25" 2009(07(12"("2009(07(18" 2009(10(04"("2009(10(1 2009(12(27"("2010(01(02" 2010(03(21"("2010(03(27" 2010(06(13"("2010(06(19" 2010(09(05"("2010(09(11" 2010(11(28"("2010(12(04" 2011(02(2("2011(02(26" 2011(05(15"("2011(05(21" 2011(08(07"("2011(08(13" 2011(10(3("2011(11(05" 2012(01(22"("2012(01(28" 2012(04(15"("2012(04(21" 2012(07(08"("2012(07(14" 2012(09(3("2012(10(06" 2012(12(23"("2012(12(29" 2013(03(17"("2013(03(23" 2013(06(09"("2013(06(15" 2013(09(01"("2013(09(07" Week' RELATIONS IN THE FOOD SECTOR 23
Interest over time: productos ecológicos Monthly data, 2004 -present 12 Search: "Productos ecológicos" ("organic food" in Spanish) Interest'over'*me' 10 8 6 2 2004(01" 2004(05" 2004(09" 2005(01" 2005(05" 2005(09" 2006(01" 2006(05" 2006(09" 2007(01" 2007(05" 2007(09" 2008(01" 2008(05" 2008(09" 2009(01" 2009(05" 2009(09" 2010(01" 2010(05" 2010(09" 2011(01" 2011(05" 2011(09" 2012(01" 2012(05" 2012(09" 2013(01" RELATIONS IN THE FOOD SECTOR 24 Month' 2013(05" 2013(09"
Interest over time: Bio Lebensmittel Weekly data, 2004 -present 12 10 Search: "Bio Lebensmittel" ("organic food" in German) Interest'over'*me' 8 6 2 2004(01(04"("2004(01(1 2004(03(28"("2004(04(03" 2004(06(2("2004(06(26" 2004(09(12"("2004(09(18" 2004(12(05"("2004(12(11" 2005(02(27"("2005(03(05" 2005(05(22"("2005(05(28" 2005(08(14"("2005(08(2 2005(11(06"("2005(11(12" 2006(01(29"("2006(02(04" 2006(04(23"("2006(04(29" 2006(07(16"("2006(07(22" 2006(10(08"("2006(10(14" 2006(12(31"("2007(01(06" 2007(03(25"("2007(03(31" 2007(06(17"("2007(06(23" 2007(09(09"("2007(09(15" 2007(12(02"("2007(12(08" 2008(02(24"("2008(03(01" 2008(05(18"("2008(05(24" 2008(08(1("2008(08(16" 2008(11(02"("2008(11(08" 2009(01(25"("2009(01(31" 2009(04(19"("2009(04(25" 2009(07(12"("2009(07(18" 2009(10(04"("2009(10(1 2009(12(27"("2010(01(02" 2010(03(21"("2010(03(27" 2010(06(13"("2010(06(19" 2010(09(05"("2010(09(11" 2010(11(28"("2010(12(04" 2011(02(2("2011(02(26" 2011(05(15"("2011(05(21" 2011(08(07"("2011(08(13" 2011(10(3("2011(11(05" 2012(01(22"("2012(01(28" 2012(04(15"("2012(04(21" 2012(07(08"("2012(07(14" 2012(09(3("2012(10(06" 2012(12(23"("2012(12(29" 2013(03(17"("2013(03(23" 2013(06(09"("2013(06(15" 2013(09(01"("2013(09(07" Week' RELATIONS IN THE FOOD SECTOR 25
Top searches for organic food 0 50 100 organic foods baby organic organic baby baby food organic food organic food what is organic organic food whole food organic food Rising searches best organic food +300% what is organic +180% raw food +120% why organic food +120% organic food store +70% organic baby +60% organic dog food +60% baby food +50% whole food +50% baby organic food +40%! RELATIONS IN THE FOOD SECTOR 26
Organic New product opportunities Organic products targeted to niche markets RELATIONS IN THE FOOD SECTOR 27
4. Authenticity Predisposition Determinant Product Drawback Intervention Rise of organic agriculture Food as an affordable indulgence New types of certifications (PDO, PGA) Local as identity/ pride/tradition Local as protectionism Authentic/ local products Celebrity chef-based cuisine Price Trust in claims Certified products New labeling systems EU Regulations Sources: Henderson, 2011; Innova, 2011 de Solier, 2010; Mielby & Frøst, 2010 Halonen-Knight & Hurmerinta, 2010 Van Der Linden et al. 2008; Skuras & Dimara, 2004 RELATIONS IN THE FOOD SECTOR 28
Interest over time: authentic/local food Weekly data, 2004 -present 12 Search: "authentic food" and "local food" authentic food local food 10 Interest'over'*me' 8 6 2 2004(01(04"("2004(01(1 2004(03(21"("2004(03(27" 2004(06(06"("2004(06(12" 2004(08(22"("2004(08(28" 2004(11(07"("2004(11(13" 2005(01(23"("2005(01(29" 2005(04(1("2005(04(16" 2005(06(26"("2005(07(02" 2005(09(11"("2005(09(17" 2005(11(27"("2005(12(03" 2006(02(12"("2006(02(18" 2006(04(3("2006(05(06" 2006(07(16"("2006(07(22" 2006(10(01"("2006(10(07" 2006(12(17"("2006(12(23" 2007(03(04"("2007(03(1 2007(05(2("2007(05(26" 2007(08(05"("2007(08(11" 2007(10(21"("2007(10(27" 2008(01(06"("2008(01(12" 2008(03(23"("2008(03(29" 2008(06(08"("2008(06(14" 2008(08(24"("2008(08(3 2008(11(09"("2008(11(15" 2009(01(25"("2009(01(31" 2009(04(12"("2009(04(18" 2009(06(28"("2009(07(04" 2009(09(13"("2009(09(19" 2009(11(29"("2009(12(05" 2010(02(14"("2010(02(2 2010(05(02"("2010(05(08" 2010(07(18"("2010(07(24" 2010(10(03"("2010(10(09" 2010(12(19"("2010(12(25" 2011(03(06"("2011(03(12" 2011(05(22"("2011(05(28" 2011(08(07"("2011(08(13" 2011(10(23"("2011(10(29" 2012(01(08"("2012(01(14" 2012(03(25"("2012(03(31" 2012(06(1("2012(06(16" 2012(08(26"("2012(09(01" 2012(11(11"("2012(11(17" 2013(01(27"("2013(02(02" 2013(04(14"("2013(04(2 2013(06(3("2013(07(06" 2013(09(15"("2013(09(21" RELATIONS IN THE FOOD SECTOR 29
Top searches for local food 0 50 100 the local local food local restaurants organic food organic local local foods local delivery local food eat local local fast food Rising searches eat local food Breakout local delivery Breakout local restaurants +300% local food delivery +190% local food restaurants +190% organic food +160% the local +130% eat local +90% organic local food +90% local fast food +70%! RELATIONS IN THE FOOD SECTOR 30
Interest over time: gourmet food Weekly data, 2004 -present 12 Search: "gourmet food" 10 Interest'over'*me'' 8 6 2 2004(01(04"("2004(01(1 2004(03(28"("2004(04(03" 2004(06(2("2004(06(26" 2004(09(12"("2004(09(18" 2009(01(25"("2009(01(31" 2009(04(19"("2009(04(25" 2004(12(05"("2004(12(11" 2005(02(27"("2005(03(05" 2005(05(22"("2005(05(28" 2005(08(14"("2005(08(2 2005(11(06"("2005(11(12" 2006(01(29"("2006(02(04" 2006(04(23"("2006(04(29" 2006(07(16"("2006(07(22" 2006(10(08"("2006(10(14" 2006(12(31"("2007(01(06" 2007(03(25"("2007(03(31" 2007(06(17"("2007(06(23" 2007(09(09"("2007(09(15" 2007(12(02"("2007(12(08" 2008(02(24"("2008(03(01" 2008(05(18"("2008(05(24" 2008(08(1("2008(08(16" 2008(11(02"("2008(11(08" 2009(07(12"("2009(07(18" 2009(10(04"("2009(10(1 2009(12(27"("2010(01(02" 2010(03(21"("2010(03(27" 2010(06(13"("2010(06(19" 2010(09(05"("2010(09(11" 2010(11(28"("2010(12(04" 2011(02(2("2011(02(26" 2011(05(15"("2011(05(21" 2011(08(07"("2011(08(13" 2011(10(3("2011(11(05" 2012(01(22"("2012(01(28" 2012(04(15"("2012(04(21" 2012(07(08"("2012(07(14" 2012(09(3("2012(10(06" 2012(12(23"("2012(12(29" 2013(03(17"("2013(03(23" 2013(06(09"("2013(06(15" 2013(09(01"("2013(09(07" RELATIONS IN THE FOOD SECTOR 31 Week''
Interest over time: gourmet mad Monthly data, 2004 -present 12 Search: "gourmet mad" ("gourmet food" in Danish) Interest'over'*me' 10 8 6 2 2004(01" 2004(03" 2004(05" 2004(07" 2004(09" 2004(11" 2005(01" 2005(03" 2005(05" 2005(07" 2005(09" 2005(11" 2006(01" 2006(03" 2006(05" 2006(07" 2006(09" 2006(11" 2007(01" 2007(03" 2007(05" 2007(07" 2007(09" 2007(11" 2008(01" 2008(03" 2008(05" 2008(07" 2008(09" 2008(11" 2009(01" 2009(03" 2009(05" 2009(07" 2009(09" 2009(11" 2010(01" 2010(03" 2010(05" 2010(07" 2010(09" 2010(11" 2011(01" 2011(03" 2011(05" 2011(07" 2011(09" 2011(11" 2012(01" 2012(03" 2012(05" 2012(07" 2012(09" 2012(11" 2013(01" 2013(03" 2013(05" 2013(07" 2013(09" 2013(11" Month' RELATIONS IN THE FOOD SECTOR 32
Interest over time: comida gourmet Weekly data, 2004 -present 12 10 Search: "comida gourmet" ("gourmet food" in Spanish) Interest'over'*me' 8 6 2 2004(01(04"("2004(01(1 2004(03(14"("2004(03(2 2004(05(23"("2004(05(29" 2004(08(01"("2004(08(07" 2004(10(1("2004(10(16" 2004(12(19"("2004(12(25" 2005(02(27"("2005(03(05" 2005(05(08"("2005(05(14" 2005(07(17"("2005(07(23" 2005(09(25"("2005(10(01" 2005(12(04"("2005(12(1 2006(02(12"("2006(02(18" 2006(04(23"("2006(04(29" 2006(07(02"("2006(07(08" 2006(09(1("2006(09(16" 2006(11(19"("2006(11(25" 2007(01(28"("2007(02(03" 2007(04(08"("2007(04(14" 2007(06(17"("2007(06(23" 2007(08(26"("2007(09(01" 2007(11(04"("2007(11(1 2008(01(13"("2008(01(19" 2008(03(23"("2008(03(29" 2008(06(01"("2008(06(07" 2008(08(1("2008(08(16" 2008(10(19"("2008(10(25" 2008(12(28"("2009(01(03" 2009(03(08"("2009(03(14" 2009(05(17"("2009(05(23" 2009(07(26"("2009(08(01" 2009(10(04"("2009(10(1 2009(12(13"("2009(12(19" 2010(02(21"("2010(02(27" 2010(05(02"("2010(05(08" 2010(07(11"("2010(07(17" 2010(09(19"("2010(09(25" 2010(11(28"("2010(12(04" 2011(02(06"("2011(02(12" 2011(04(17"("2011(04(23" 2011(06(26"("2011(07(02" 2011(09(04"("2011(09(1 2011(11(13"("2011(11(19" 2012(01(22"("2012(01(28" 2012(04(01"("2012(04(07" 2012(06(1("2012(06(16" 2012(08(19"("2012(08(25" 2012(10(28"("2012(11(03" 2013(01(06"("2013(01(12" 2013(03(17"("2013(03(23" 2013(05(26"("2013(06(01" 2013(08(04"("2013(08(1 2013(10(13"("2013(10(19" Week' RELATIONS IN THE FOOD SECTOR 33
Interest over time: Gourmet Essen Weekly data, 2004 -present 12 10 Search: "Gourmet Essen" ("gourmet food" in German) Interest'over'*me' 8 6 2 2004(01(04"("2004(01(1 2004(03(28"("2004(04(03" 2004(06(2("2004(06(26" 2004(09(12"("2004(09(18" 2004(12(05"("2004(12(11" 2005(02(27"("2005(03(05" 2005(05(22"("2005(05(28" 2005(08(14"("2005(08(2 2005(11(06"("2005(11(12" 2006(01(29"("2006(02(04" 2006(04(23"("2006(04(29" 2006(07(16"("2006(07(22" 2006(10(08"("2006(10(14" 2006(12(31"("2007(01(06" 2007(03(25"("2007(03(31" 2007(06(17"("2007(06(23" 2007(09(09"("2007(09(15" 2007(12(02"("2007(12(08" 2008(02(24"("2008(03(01" 2008(05(18"("2008(05(24" 2008(08(1("2008(08(16" 2008(11(02"("2008(11(08" 2009(01(25"("2009(01(31" 2009(04(19"("2009(04(25" 2009(07(12"("2009(07(18" 2009(10(04"("2009(10(1 2009(12(27"("2010(01(02" 2010(03(21"("2010(03(27" 2010(06(13"("2010(06(19" 2010(09(05"("2010(09(11" 2010(11(28"("2010(12(04" 2011(02(2("2011(02(26" 2011(05(15"("2011(05(21" 2011(08(07"("2011(08(13" 2011(10(3("2011(11(05" 2012(01(22"("2012(01(28" 2012(04(15"("2012(04(21" 2012(07(08"("2012(07(14" 2012(09(3("2012(10(06" 2012(12(23"("2012(12(29" 2013(03(17"("2013(03(23" 2013(06(09"("2013(06(15" 2013(09(01"("2013(09(07" Week' RELATIONS IN THE FOOD SECTOR 34
Top searches for gourmet food 0 50 100 gourmet food gourmet recipes gourmet foods gourmet food food and wine gourmet food gourmet food gourmet food magazine gourmet food Rising searches food truck Breakout gourmet food truck Breakout gourmet chinese food +450% gourmet food recipe +130% gourmet food recipes +80% gourmet recipes +60% gourmet food store +50% gourmet food delivery +40% gourmet food market +40%! RELATIONS IN THE FOOD SECTOR 35
Authenticity New product opportunities Products which appeal to personal inner needs (vs. social status) Products by specific authentic attributes (vs. brand name) Products with opinion leader WOM endorsement (vs. expert endorsement) Sources: Liao and Ma, 2009 Henderson, 2011 RELATIONS IN THE FOOD SECTOR 36
Conclusions Increasing interest in: Healthy snacks Veggie meals Meal solutions (home-meal delivery, take-away) Online food delivery Organic for niche markets Local food Differences between countries Obvious ciclicity and seasonality of consumers interest over time RELATIONS IN THE FOOD SECTOR 37
Thank you for your attention Ana Alina Tudoran Department of Business Administration MAPP Centre, QUANTS group Bartholins Allé Building 1326- room 325 8000 Aarhus C, Denmark Email: anat@asb.dk præsen TATION