I want to stay in control of my busy life and make sure that I am at my best for whatever the day presents

I want to stay in control of my busy life and make sure that I am at my best for whatever the day presents

I want to stay in control of my busy life and make sure that I am at my best for whatever the day presents The pace of life remains fast, it is still a challenge for many people to meet the demands of the many roles and activities in their daily lives. A need to perform to our best, especially in the workplace, remains. Economic anxieties have now been added to the challenges of a complex world and busy day. People are increasingly looking for ways to simplify their lives; in today s world it can be a way to get back in control and free head space for other issues. Consequently, the desire for convenience and simplicity remains, but solutions are limited by the money people have in their pockets. Whilst life remains fluid and unpredictable, as the economy slows people are taking advantage of the time it frees. Taking time to unwind is becoming more of a possibility and something people feel they have permission to do.

EMBRACING the opportunities of change The changing shape of the trend as the recession continues MORE INTENSE COPING with the pressures of change Fluid lives Life on-the-go From an opportunity to fit more in and cut down on life s chores, to restoring control and taking time out Financial anxiety causes consumers to place greater emphasis on coping strategies and solutions LESS INTENSE Consumers feel less inclined to embrace new opportunities, particularly if they carry a premium

Whilst lives remain busy and time in short supply, the pace of life has eased a little as the economy has slowed 60 50 40 % agree My life is so busy these days that it is a constant challenge to manage my time effectively 50 45 42 2008 2009 46 41 37 38 38 52 52 Consumers now take an average of just 13 minutes to prepare a meal at home, down significantly from the 1983 average of an hour. Source: www.parliament.uk 2009 30 20 10 0 Ireland GB Rest of EU USA BRIC Source: Global MONITOR 2009

Convenience is no longer king. Where money can be saved, people have found a practical solution According to the Italian farmers union Coldiretti, making pizza at home is three times less expensive than eating it out. In Italy, this has led to an increase in sales of dough for home pizza baking, as people try to cut down expenses on eating out and convenience foods. Frozen meals gained a 6% value growth in the UK in 2008, as consumers look for cheaper alternatives that allow them to maintain convenience. Source: TNS World Panel 2009

Time out to re-charge energy levels is increasingly important in the countries hit hardest by the recession. Importance in your personal life today: Schedule down time or "me" time % agree 2008 2009 80 70 60 50 40 30 20 10 0 70 71 73 71 69 67 64 63 64 56 Ireland GB Rest of EU USA BRIC Source: Global MONITOR 2009 A recent study concluded that day time naps produce significant advantages for brain concentration. A short afternoon catnap of 20 minutes will be enough to boost alertness, mood and motor skills. Source: www.guardian.co.uk

Key takeaways Convenience is still highly valued. However, where the convenience offer is more of a luxury it has often been forgone. Convenience has to offer a real benefit to demand a premium in today s world. People have found their own practical, time efficient and cost saving solutions. Packaging and pack design is working harder to make life simpler for people; taking the hassle out of navigating the category and using the product or offering more portable solutions for people onthe-go. Modern technology is taking convenience to new levels; people do not just want to know a product is there, but that it is at its freshest or best. Slowing down with the slow down seems to be just as resonant a theme as boosting energy was to keep up with the boom. Unwinding is offering a richer emotional and product territory in the recession.

Drivers Rise of new media and communication technologies Sub-trends Simple solutions Removing complexity or saving time Changing working patterns Conveniently there Providing ever improved convenience Always with you Carrying with you what you need Increasing mobility Peak performance Maximising your physical and mental performance during the day Economic anxieties Winding down Slowing down and escaping to recharge the body and mind

SUB-TRENDS

Removing complexity or saving time SUB-TREND: Simple solutions The desire for simpler solutions remains strong amongst people who increasingly struggle to fit everything into their day. Solutions that reduce complexity and save time are preferred, however people are less willing to pay a premium in today s economic climate. HOW IS THE SUB-TREND EVOLVING? The simple crepe mix just add milk, France Zone Chef s inhome meal preparation service offers low-hassle weight loss, US THEN Outsourcing tasks and paying to save time Wine That Loves claims to take the guesswork out of food and wine pairing, US Binboa vodka comes in a box that acts as the ice bucket and shot glass holder, Turkey Campbell s provide the base for a quick and cheap soup, Russia NOW A more practical sense of simplicity and a desire for greater function from everyday design

SUB-TREND: Simple solutions Removing complexity or saving time Wine That Loves, US Functional packaging, Turkey Soup base, Russia Wine That Loves claims to take the guesswork out of food and wine pairing. Each wine is specifically suited to one dish. The packaging has bright and cheerful pictures of which foods the wine goes best with. Varieties include 'Wine That Loves Roasted Chicken' and 'Wine That Loves Pizza. Binboa vodka, already known in Turkey for its distinctive bottle, now comes in a box that can be used as an ice bucket and shot glass holder. In the recession many Russians have reverted to making their own soup. Campbell s is seeking to offer a practical halfway solution through its Home Classics range inexpensive packets of ingredients containing the foundation for good soup which consumers can make at home by adding stock, water and whatever other ingredients they like.

SUB-TREND: Conveniently there Providing ever improved convenience As lives are increasingly mobile, people look for products and services that they can access when and where they need them most. Expectations continue to grow around the products and services people can access throughout their day and on their daily path. HOW IS THE SUB-TREND EVOLVING? Mobile cappuccino stand that follows the commuter, Netherlands Pizza vending machine produces fresh pizza in less than 3 minutes, US Pop-up retailers become more engaging shopping environments, GB Vending takes a fresh approach with fresh produce, Japan Track the Coolhaus ice cream van on Twitter so you know when it is in your neighbourhood, US THEN New forms of retail ensure products can be found on our daily paths NOW Pop-up stores, fresh vending and Twitter give greater convenience

SUB-TREND: Conveniently there Providing ever improved convenience Pop-up stores, GB Fresh veg vending, Japan Tracking via Twitter, US KiosKiosk is an initiative backed by the London Sustainable Development Commission, working to promote creative independent shops. The first an eyecatching design by Geraldine and Wayne Hemingway will be set up outside London s City Hall all summer, with plans to roll out the concept in other parts of the city and country. Fresh vegetable vending machines on the street offer the ultimate convenience without sacrificing quality of produce. Few supermarkets are open 24/7 and many convenience stores (which are 24/7) don t sell fresh produce. There's a new truck roaming the streets of LA just in time for summer and it's being followed by legions of devotees who track its whereabouts via Twitter. Coolhaus sells handmade ice cream sandwiches from a pink and chrome converted postal jeep, featuring local and organic ingredients whenever possible.

Carrying with you what you need SUB-TREND: Always with you Products that are portable and fit easily into pockets and bags continue to be of growing value to people on-the-go. Thanks to innovative packaging there is an increasing range of carry with you solutions. HOW IS THE SUB-TREND EVOLVING? Tooth cleaning kit for on-the-go use, US Go-GURT is the perfect snack for on-the-go kids since it doesn t require a spoon, GB THEN Niche products for distinct usage moments Miniature face wipe packs provide greater portability, Mexico Fully balanced breakfast liquidised to eat on-the-go, Australia Shot of brandy to spice up an after dinner coffee, Spain NOW Portable products for everyday needs that can be resealed if needed

SUB-TREND: Always with you Carrying with you what you need Mini face wipe, Mexico On-the-go breakfast packs, Australia Spice up your coffee with brandy spray, Spain In Mexico, the high levels of air pollution in the cities means that people need to freshen up. The mini face wipe provides consumers with the means of quickly freshening up on-thego. Up & Go is a portable and nutritious breakfast that can be carried with you and fits easily into a pocket. Each carton contains the equivalent amount of protein, energy and fibre as two Weetabix and milk. In Spain it is common to upgrade coffee with a shot of brandy. Following this tradition, Torres has developed a new way to spice up coffee using a convenient spray format to make sure that the quantity added can be easily controlled. Small bottles of different brandy types are available including a 5-yearold and 10-year-old brandy.

SUB-TREND: Peak performance Maximising your physical and mental performance during the day In an increasingly pressurised world, it is critical to deliver your best at all times. People keen to prove their value are seeking ways to enhance and maximise their performance throughout the day. HOW IS THE SUB-TREND EVOLVING? Red Bull helps to give us wings, Global Sustained energy from high GI foods like porridge, GB THEN Energy boosting becomes a common benefit and new types of energy emerge Snacks with the equivalent of caffeine from two cups of coffee, Japan Recharge in your lunch break with an intravenous energy drip, Japan Gatorade offers specific energy benefits targeted to different times of day and energy needs, US NOW More targeted types of energy and diagnostics that help select the right solutions

SUB-TREND: Peak performance Maximising your physical and mental performance throughout the day Executive energy, Japan Targeted energy needs, US Nutrient drip clinic, Japan Frito Lay has created two caffeine-loaded corn puff snacks: Caramel Macchiatto (pictured here) and Green Tea Latte. Each bag contains around 150 mg of caffeine (around two cups of coffee). Gatorade AM is now called Shine On. Developed with morning flavours, the beverage helps morning exercisers to Shine On during their workouts. Other variants target specific energy needs. The Tenteki clinic in Tokyo offers its customers quick fixes of nutrients delivered via a drip, designed to boost energy and provide lunch-time pick-me-ups in the most direct and convenient format.

SUB-TREND: Winding down Slowing down and escaping to recharge the body and mind Consumers are increasingly in need of time out for themselves. As the stresses of today s world deepen, taking time for yourself has become more of a necessity to keep a sense of balance in life. There are opportunities for brands that support consumers in their quest to slow down and unwind. HOW IS THE SUB-TREND EVOLVING? Dove s bathtime stories campaign is celebrating the indulgence of taking time over bathing, US No Stress Cafes offer a glass of red wine and a massage, France THEN Finding a moment to relax and unwind Cats Livin is an animal therapy centre in Tokyo. For $8, individuals can play with a cat as if it was their own pet, Japan Drinks to slow you down, Canada Sleep concerts with unlimited ice cream and pillows, Japan NOW New techniques and active ingredients to help us slow down

SUB-TREND: Winding down Slowing down and escaping to recharge the body and mind Animal therapy, Japan Sleep concert, Japan A beverage to slow you down, Canada Relaxation is a huge industry, worth about $30 billion a year in Japan. Cats Livin is an animal therapy centre in Tokyo. For $8, individuals can enter a model house full of cats. It is an ideal place for those who crave relaxing interaction with a pet but cannot keep one in the city. One hundred couples in Tokyo were invited to a private concert, where there were lavish beds and unlimited Haagen-Dazs ice cream to watch a classical concert in maximum comfort. Slow Cow drink is described as acupuncture in a can. The beverage contains L-Theanine which increases cerebral levels of dopamine, the neurotransmitter responsible for pleasure and reward.

COUNTRY RELEVANCE

COUNTRY RELEVANCE How the trend is playing out in Ireland and GB The trend is well entrenched in both Ireland and GB, with consumers struggling to make the best of the time available to them. The recession has provided a reason to step back for some, allowing time to reflect and re-evaluate the pace of life. Ireland: In urban areas of Ireland the rising pace of life has been more acutely felt. However, food continues to be one area were people are more willing to take time over meal preparation as the connection with food is stronger (when compared to GB). Sourcing good food is still seen as time well spent for many! Convenience that is not core to the product s offer has happily been forgone in favour of better prices. The need to spend time to being more resourceful and making the most of what you have has been a strategy that has been more easily adopted in Ireland. GB: For the majority of people in GB time still feels more pressured than in Ireland. There are signs that the recession is providing an excuse to push back against the ever increasing pace of life. More people are spending time preparing food, however saving money has been the primary reason to forgo convenience. Convenience is still desired but not at a higher price. Food preparation for the more engaged foodies now plays a more critical role by providing a valued way to wind down at the end of the day. Cooking at home is a welcome distraction from the events of the world. Peak performance and the related need to wind down is felt particularly strongly by people in urban areas.

COUNTRY RELEVANCE How the trend is playing out in Ireland and GB Ireland: GB: Simple solutions Removing complexity or saving time Simple solutions Removing complexity or saving time Conveniently there Providing ever improved convenience Conveniently there Providing ever improved convenience Always with you Carrying with you what you need Always with you Carrying with you what you need Peak performance Maximising your physical and mental performance during the day Winding down Slowing down and escaping to recharge the body and mind Peak performance Maximising your physical and mental performance during the day Winding down Slowing down and escaping to recharge the body and mind Strength in 2009: Cooling Still warm Heating up

BEYOND THE RECESSION

BEYOND THE RECESSION What might the next 2-5 years bring? The desire for greater convenience will re-emerge as more prosperous times return. However, people will have a better sense of what they can do for themselves quickly and cost effectively. A new form of convenience may emerge where people will be prepared to do some of the work themselves. Consumers will want high quality produce available when they need it, accessed with a minimum amount of effort. Existing technology will play a greater role in saving time: Highlighting when temporary stores are in place i.e. the farmers market Notifying people when fresh produce is available Packaging will continue to evolve to support a life spent more on-the-go and help navigate choice quickly. PRACTICAL CONVENIENCE Campbell s have created a soup base in Russia where the traditions of soup making are strong. People can add whatever fresh ingredients or leftovers they have to make a quick and tasty soup. JUST ARRIVED The Albion bakery in London uses Twitter to send its customers notification of when bread is fresh out of the oven and ready for sale. MORE FUNCTION FROM PACKAGING A small tab on the back of the bottle can easily be removed by a guest at a party or diners at a restaurant who want to remember the name of the nice wine they had at 'that thing we went to'.

POINTS TO PONDER

POINTS TO PONDER Navigating the challenges of today Planning for the longer term How can your products offer convenience but help people to be resourceful in saving money? How can your products provide a base for a quick meal or can the leftovers be used in other recipes? How can your products help people unwind or take time out? What types of experiences could you offer through retail environments? How do you ensure that your products are accessible on people s daily paths? How can you let people know when you have arrived or the produce is fresh for them to collect? What formats can you provide that create portability and on-the-go usage? How can you keep products fresh during the day i.e. resealable packs? How can you help people better manage their energy needs during the day? What types of energy do your products provide and how can you target more specific energy moments during the day e.g. morning wake up, afternoon pick up etc.?