how food tribes are redefining food

1 ©2015 New Hope Natural Media, a division of Penton

Eric J Pierce Director, Strategy & Insights New Hope Natural Media 303.998.9186 [email protected] WhatsNextInNatural.com

How Food Tribes Are Redefining Food


Forty years of expertise; a suite of forward-looking, predictive solutions


Passion

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Means & Standard Deviations

Problem


The Mythical Average

Problem

Boring

Mediocre

Uninspired


Solution

Study the Outlier …


Solution

… then Connect to the Larger Opportunity


Solution

Study the Outlier

Food Tribes’ are a source of innovation and inspiration

Food Tribes’ values are driving the revolution

Empathy with tribe values will facilitate connection to larger mainstream opportunity with shared values


We are in the midst of a food revolution

-$18B in market share for

Top 25 Food & Bev Companies since 2009*

Top Companies Losing Share

Source: *Fortune “The War on Big Food’ **Nutrition Business Journal Estimates, Organic Trade Association Estimates

Food & Beverage estimated to

Grow 75% between 2014 and 2019 to represent

$107.7B in sales**

Natural & Organic Growing Rapidly

Farmers Markets

Renegade Chefs

Food Trucks

Urban Gardens

CSAs

Millennials

Cooking Shows

Farm to Table

Food Tribes

Maker Movement

Large CPGs Under Fire

and the list goes on …


There is more disruption now than ever before

“I’ve been doing this for 37 years and this is the most dynamic, disruptive and transformational

time that I’ve seen in my career.”

-Steve Hughes, Former CEO & Co-Founder of Boulder Brands and Ex-ConAgra Executive


“We’ve never seen the consumer as confused as they are today… people were moving to diet sodas. Now they view real sugar as good for you. They’re willing to go to organic, non-GMO products even if [they have] high salt, high sugar, high fat.”

- Indra Nooyi, CEO PepsiCo

However, what the food-forward consumer wants is not always clear


To understand the food revolution you have to look closely

It’s not just one chaotic food revolution. It’s many small, well-defined movements led by food tribes. You must look closely to understand the nuances of each.


Food tribes are key to understanding the food revolution & the changing food landscape

Tribe values and beliefs are deeply held and often a

defining characteristic of one’s personal identity.

A Food Tribe is a social group linked by set of common values and beliefs which shape

one’s food and lifestyle choices.


Studying food tribes and their values allows one to better understand and empathize with the consumers who are reshaping the food landscape

The message is clearest and the values of the food movement are strongest among Food Tribes


Food tribes have a strong influence on mainstream consumers and share many values

Food Tribes broadcast and share their values with mainstream consumers


Consider for example … The Freegans

DEFINITION

‘Freegans are people who employ alternative strategies for living based on limited participation in the conventional economy and minimal consumption of resources.’

RELATING TO MAINSTREAM Values that resonate broadly

Increasingly even mainstream consumers are finding motivation to challenge habitual decisions these values motivate reevaluation and behavior change.

• Reducing unnecessary consumption • Waste reduction • Reduced environmental impact • Understanding where food comes from • Growing what you can • Simplifying life

Definition quoted from www.freegan.info


I pay more for responsibly produced food Responsibly-Produced Food 19%

They are small and their behaviors are extreme… but their values are shared by many

I do (would) grow my own food (if I could)

Growing Own Food 26% I feel guilty when I buy

more than needed Reducing Consumption 22%

Concern about waste can impact what I buy

Waste Reduction 22% I would trade stuff for a simpler life

Simplifying Life 20%

Concern about the planet impacts what I buy Protecting the Environment 19%

Source: NEXT/NBJ Surveys: Gen Pop Samples; Tribe Sizes are rough estimates using self-reported data; N=600 Size, N=400 Values

Freegan Values

The amount of food waste produced upsets me

Reducing Food Waste 34% Mainstream Beliefs


Food tribes cluster around these 6 primary motivations

*We will set aside the weigh loss cluster for the focus of this presentation


Motivation: Self Sufficiency Food Tribe: Urban Homesteaders

DEFINITION

Lifestyle movement for those living in the city but wanting to live off the land in a more environmentally-conscious & self-sufficient way, especially in regards to food.

• Grow their own food & keep animals for both food and manure

• Take a hands on approach to running and maintaining their households (e.g. home repairs, oil change & auto repairs)

• Compost, practice waste reduction , use alternative fuels & collect rainwater

<4% Est. Size of Tribe


I value who grew my food and how it is made Where Food Comes From 26%

Urban homesteading touches on both our nostalgia for simpler times & our desire to understand and be more connected to our food

I go out of my way to buy local-sourced food Locally-Sourced 18%

I prefer homemade over store bought

Homemade/Handmade 36%

I sometimes dream of living off-the-grid Self-Sufficiency 16%

I make effort to reduce my planetary impact

Protecting the Environment 27%

Homesteader Values

<4%


Mainstream Beliefs

Est. Size of Tribe


Motivation: Ancient Knowledge Food Tribe: Paleo

DEFINITION

Paleo is both a diet & a lifestyle meant to mimic the presumed nutrition & activity levels of our hunter-gatherer ancestors.

• No processed foods, refined sugars, caffeine, nightshades, dairy, grains and/or legumes

• Endorses naturally and ethically-sourced foods (e.g. organic, non-GMO, grass-fed, pasture-raised)

• Includes many healthy fats, nuts & seeds



I pay more for high quality ingredients High-Quality Ingredients 22%

For many, unprocessed = healthier is quite believable. There’s interest in going back to simpler ingredient lists with higher-quality ingredients

Whole, unprocessed foods are better for you Whole, Less-Processed 31%

Mass-produced food should be

avoided Anti-Industrialized Foods 16%

Regular physical activity is key to health

Physical Activity 47%

I improve my health & energy with clean food Food’s Impact on the Body 29%

Paleo Values

As a culture we tend to over complicate life

Simplifying Life 27%

Good health requires one to learn

to cook Cooking Skills 21%

<4%


Mainstream Beliefs

Est. Size of Tribe


Motivation: Sustainability, Farming Food Tribe: Biodynamic

DEFINITION

Comprehensive & holistic approach to managing a farm’s ecosystem in an environmentally-beneficial and unobtrusive way. Principles include:

• Plant diversity – mixing crops so plants support one another

• Crop rotation – moving crops & raising varied animals to encourage healthy soil

• Animal life – raising animals to partake in ecosystem

• Composting – recycling manure & organic waste

• Homeopathic preparations – fermented solutions to treat compost, soil & plants

• Life force – belief that earthly influences and cosmic forces play vital roles in life of a farm



Organic is great, but we can do better Honoring Intention of Organic 17%

I pay more for responsibly produced food

Responsibly-Produced Food 19%

As consumers become more food-educated some will search for ‘deep organic’ options

Industrial farming may not be the best

Anti-Industrialized Farming 20%

We need more small-scale agriculture

Small-Scale Agriculture 25%

Livestock animals need better treatment

Humanely-Raised Livestock 29%

Biodynamic Values

How you grow produce impacts its nutrition

Nutrient Rich Foods 32%

I make effort to reduce my planetary impact

Protecting the Environment 27%

<1%


Mainstream Beliefs

Est. Size of Tribe


Motivation: Body Chemistry Food Tribe: Biohacking

DEFINITION

Cluster of tribes centered around the intersection of science, personalized nutrition & self-improvement and driven to improve their own condition through self-experimentation.

• Motivated to improve themselves in specific and definable ways

• Experiment on themselves as a means of achieving their goals

• Uses a methodical approach and detailed observations/measurements to monitor inputs & outputs and identify solutions



I set specific improvement goals for myself

Goal Setting 23%

Biohackers value self-improvement through personalized solutions

I experiment with ways of optimizing myself

Improvement Via Hacking 22%

I can optimize performance in specific ways Self-Improvement 17%

I monitor my health in measurable ways

Self-Quantification 21%

Biohacking Values

Personalized solutions to health are best

Personalized Solutions 19%

I tinker with technology to improve myself

Improvement Via Technology 23%

<4%


Mainstream Beliefs

Est. Size of Tribe


Values vary within the food movement, but many shared values unite it

Where Food Comes From

Anti-Industrialized

Responsibly-Produced Food

Food and Self-Awareness

Small-Scale Agriculture

Food’s Impact on the Body

Locally-Sourced

Protecting the Environment

Nutrient Rich Food

Whole, Less-Processed

High Quality Ingredients

Animal Welfare

Personalized Solutions

Ethics

Food as Medicine

Simplifying Life


Study Food Tribes

Don’t worry about the size of the tribe; serve their values to attract a much larger base of consumers with shared values

Use this connection to inspire your innovation & marketing

Develop empathy for their values and beliefs

In conclusion …


Thank You!

Eric Pierce Director, Strategy & Insights NEXT Data & Insights

New Hope Natural Media

303.998.9186 [email protected]

Katrina McGhee Sr. Market Research Manager NEXT Data &Insights

New Hope Natural Media

303.998.9126 [email protected]

WhatsNextInNatural.com

how food tribes are redefining food

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