resetting expectations - store conference · resetting expectations gen z is setting new trends. 2...

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Resetting ExpectationsGen Z is Setting New Trends

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Agenda

Gen Z

Canadian Opinion Research

Certification

Questions

Founded in 2009, Nourish is Canada’s only full service marketing agency

only working with clients from the agricultural, food and beverage sectors

Nourish is founded

JAN 2009

First National food

client names

Nourish AoR

March 2009

Montreal office is

opened

June 2014

Addition of a

multicultural

division. Guelph

office added

Sept 2015

Publication of the

third Nourish Food

Trend Report

Jan 2019

10+ years of food competency

Nourish History

©2018 Nourish Food Marketing. Proprietary and Confidential. All Rights Reserved.3

Our Vision Our Mission

We don’t know much about marketing for real estate. Or for cars, detergents, or life insurance. We leave that to

the generalist ad agencies out there. But helping our clients sell more food, that’s something we know an awful

lot about.

We create

meaning and

value across the

food ecosystem.

We do this by

having a deep

understanding of

food and the role

it plays in society.

Nourish Vision and Mission

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Agenda

Gen Z


Certification

Questions

Who are they and why do they matter?

©2019 Nourish Food Marketing. Proprietary and Confidential. All Rights Reserved.

● Generations not only shape history, but are also

shaped by it

● Not just younger versions of Millennials once

lifestage differences are teased out

● Need to understand how different from previous

generations in order to successfully engage

● Brands need to start building loyalty now as their

buying power builds

● Even youngest are already influencing parents

and grandparents buying decisions

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● Ages 4-24 “ish”

● Approximately 9M in Canada

● Globally Gen Z comprises 25% of current

population, making cohort bigger than boomers

or millennials. Will rise to 33% in next few years.

● Lower in Canada due to immigration patterns

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Population by generation



● Mostly have Gen X parents

● Gen X pragmatic, middle child

● How can you influence Gen Z as they develop

brand loyalties?

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Diverse


● Culturally - First “majority minority” generation in

history

● Values

● Beliefs

● Education

● Equality - not colour or sex, but human

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Historical Context


● First true digital natives

● Expect customization as well as diversity

● Visual communicators

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Historical Context


● 24-hour news cycle

● Conservative with progressive social values

● “Old souls in a young body”

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Overall Behaviour


● One constant is each gen needs to be different

than parents

● Distancing selves from boozy parents with lower

alcohol consumption

● More aware of financial challenges ahead, BUT

● More exposed to luxury goods at earlier age due

to social media

● Substance over surface. Will pay for something

that has meaning to them.

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Engaged


● Aware and optimistic about their ability to make

change

● Hot buttons - animal welfare, plastic pollution

● Radical transparency - where from, how made,

how workers and animals treated - want proof.

Clear label.

● “Show” v “tell”. Blockchain.

● Attracted to purpose driven brands that stand for

something e.g. A&W

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Hardwired, but Visual


● Phones are their connection to the world

● Mobile optimized?

● “Show” rather than “tell” or “write”. Visual

communicators.

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In the Kitchen


● More educated about nutrition and healthy eating

even if not a focus yet

● Youtube is their greatest teacher - mobile first

● More comfortable in kitchen, often preparing and

eating meals on own

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In the Kitchen


● May be first generation where cooking is non

gendered task

● Already equal participation in kitchen

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Eating Behaviour


● Whatever, whenever

● Don’t plan meals in advance - mobile push alerts

to take advantage of spontaneity

● Snacking trend will continue to increase

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Eating Behaviour


● Portability and flavour a given

● Also expect functionality

● Expect increase in healthy snack categories

● Attracted to natural, whole foods over processed

● Protein a hot button

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“Next Overs”


● Loving their leftovers again

● Know how to read labels, but fun & flavour first

● BUT want to know provenance, story behind

food.

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Shopping Behaviour


● With rising female education rates + equal pay

may mean this continues into next life stage.

● Implications for male shopping participation as

well

● Grew up with high quality store brands and

believe they are just as good, if not superior to

name brands

● Hot buttons - save time

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“Made Matters” - better for me, better for the world


● What’s in my food?

● Where did my food come from?

● How was it farmed?

● Were the animals and people treated fairly?

● Was the planet taken care of?

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Consumers expect retailers to respond


● And shoppers reward stores that do

● 70% of US retailers have seen sales increase

over past three years

● 75% of consumers are studying labels related to

animal welfare more than they were just five

years earlier

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Agenda

Gen Z


Certification

Questions

Trust rankings

● Farmers are trusted by Canadian consumers

HOWEVER


Who do Canadians trust?

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Food System Concerns


● Latest CCFI 2018 Public Trust Research show

dangerous disconnect between consumer

perception and reality of food system.

● 54% of consumers concerned about food safety

● 49% of consumers concerned about humane

treatment of farm animals, up from 40% in 2017

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● Overall impression of agriculture in Canada has

significantly decreased after steady increases

since 2006

● Third-party audited certification will help food

system earn back trust

● Can’t assume or take public trust and goodwill

for granted

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● Over half of Canadians are unsure about humane

treatment of animals

● Highlights a need for greater transparency and

increased communication with consumers

● Show v. tell

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Radical Transparency Builds Trust

● QR code on pack allows you to see the field

where the potatoes in bag of chips/crisps came

from

● Keoghs.ie

● Invite them in - less than 10% of Canadians have

ever set foot on a farm!

● 75% of shoppers more likely to switch to brand

that provides more product information


Show versus Tell

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VQA Program

● Designates authentically local wine

● Built consumer trust in an industry previously

known for inferior wines


Show versus Tell

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Local is important with consumers

And is a very “elastic” and elusive term

● Ranks higher than other claims like organic,

natural, fair trade, free range

● Driven by perceptions around freshness,

healthier, as well as supporting community

● No consistent definition. To consumers elasticity

stops at US border, but can stretch to include

city, region, province, or country

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Local matters

Why growing?

● Speaks to consumer’s desire for food with

integrity

● Greater transparency & trust

● Seen as tasting better, more nutritious

● Support community

● Equals higher quality in consumer’s mind

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Don’t assume

Little Potato Company

● Potatoes are gluten free!

● Need to call it out

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Don’t assume

A&W

● Hormone-free

● Raised without antibiotics

● Getting credit for things farmers are already

doing

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And again, don’t assume

New Brunswick

● Research found that majority of consumers didn’t

know dairy products are almost all “local”

● Need to call it out, especially now that recent

trade deals have opened market to non Canadian

milk

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Agenda

Gen Z


Certification

Questions

Certification Matters


● In era of “fake news” seeking out more credible

information and authentic communication

● Need to get credit with consumers for good

practices by educating at retail

● Show rather than tell where possible

● Third party verification

● Packaging is integral to communicating practices

and product information to consumer

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On Pack Certification Matters


● Shoppers becoming overwhelmed at shelf level

with amount of choice

● Average shopper takes seconds making a brand

decision

● Most shopper grocery lists have commodities

rather than brands listed so point of purchase

becoming critical battleground

● We have become a visual society, esp. Gen Z

● On pack certification makes it easier for shopper

to make a choice

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Certification Matters


● New certification will showcase and celebrate

existing strict animal welfare and food safety

standards that have been in place for decades

● Standards are third party audited

● Also allows at a glance identification of Canadian

eggs

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Research Supports Importance


● 92% of Canadians felt it was important that their eggs

come from Canadian farms

● 94% of Canadians believe that egg cartons should bear

national certification symbol

● 89% of Canadians believe a visible certification symbol

on Canadian egg cartons would reassure them that eggs

meet national standards

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http://drive.google.com/file/d/15zWcdQgRNPWO8iDJVqwh0S1ZK-gv8erY/view

EQA


● Will be licensed free to display on all private label

egg cartons, egg product packaging, menu

boards, in-store POP material

● 74% of shopper’s say they would switch from

usual brand to another brand that provides more

in-depth product information

● Could lose a sale if beside a branded egg carton

with symbol

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Eggs - hit all the buttons


● Local and available year round

● High source of protein, easy to prepare

● Portable, snackable

● Healthy, whole, real food

● How meet transparency needs of this Gen? EQA

program can help!

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Next Steps


● Website eggquality.ca

● Questions?

○ Email [email protected]

○ EQA spokespeople on hand at EQA cart

during break

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mailto:[email protected]

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Agenda

Gen Z


Certification

Questions

THANK YOU!

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food trends

[email protected]

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resetting expectations - store conference · resetting expectations gen z is setting new trends. 2...

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