The effect of packaging & waste in the food industry by Jade Barltrop

The effect of packaging and waste in the food industry.

JADE BARLTROP

contents

p. 1-5

6 7

Introduction Methodology

p. 6-8 p. 9-10

Primary research Secondary research

p. 11-16 p. 17-22 p. 23-30

Food waste Recycling/ packaging Supermarkets

p. 31-36 p. 37-40 p. 41-46

The way we buy food How products have changed Attitudes towards food

p. 47-50 p. 51-53

The food industry

Food trends

Consumer behaviour

What makes people change their behaviour Consumer journey

p. 54

Research conclusion

p. 55-70

Strategic outcome

contents

8 9

p. 71-72

Conclusion

p. 73-77

List of illustrations

p. 78-82

Reference list

p. 83-96

Bibliography

p. 97-124

Appendix 12.1 Declaration 12.2 Ethical clearance checksheet 12.3 Online Survey 12.4 Interview consent: Liz McEvoy 12.5 Interview consent: Andrew 12.6 Focus Group transcription: Morgaine Gaye 12.7 Email Interview: Lyndon Gee 12.8 Food Waste diary consent: Anna Heaton 12.9 Food Waste diary consent: Anna Barker Danby 12.10 Food Waste diary consent: Emily Rose Oakes 12.11 Food Waste diary consent: Fay Barltrop 12.12 Ethnographic research: Tesco Supermarket 12.13 Tutorial Record Sheets 12.14 Critical Path 12.15 Pinterest (collection of image research)

Fig 2, Cutlery, 2012.

Word Count- 7752

introduction

Introduction ‘Good food, the best food, is organically grown, minimally processed, fairly traded, fresh and seasonal. And this food should be a right, not a privilege: we want to make sure everyone has access to food that is healthy for them and the planet.’ (SoilAssociation, 2012: Online)

The aim of this report is to make an impact and raise awareness of the current ethical issues in the food industry and the effect it is having upon the world today and the foreseen future, in the hope of continuing to create a food system that is fair and healthy for people and the environment.

‘Ethical food is defined by a number of attributes and perceived benefits regarding how a food is produced or processed, its impact on the environment, adherence to quality and safety standards, and even where food is sold and how it is priced.’ (Contextmarketing, 2010: Online) Having carried out an online survey see appendix fig. 12.3 asking sixty two people to define their idea of what ethical food is, their responses showed that there is confusion and that it is open to interpretation depending on the views of each person. For one to act ethically means making a moral decision by ‘doing the right thing’. Does acting ethically involve changing a person’s behaviour to adapt to what is right and wrong within all aspects of the ethics food industry? Or is it literally to purchase ethical, responsibly sourced food? It may be that these ethical concerns influence ones food purchase.

There has recently been a large focus on the food industry with the London 2012 Olympics having set worldwide sustainable food standards for the food stalls that were there. They introduced a food vision that set out several key aims: ‘to ensure we offer affordable food that offers choice and diversity, and that we have healthy food and can cater for special dietary and cultural requirements too.’ (LondonOrganising, 2012: Online) Within the food vision there are five core themes: food safety and hygiene, choice and balance, food sourcing and supply chains, environmental management, resource efficiency and waste and skills and management.

The Olympics also highlighted people’s concerns for their own well-being, health and fitness. Victoria Pendleton, a team GB cyclist, managed to get more women back on their bikes. This was seen in the rise of the number of bikes bought after the Olympics (DeLacey, 2012: Online). Victoria collaborated with Halfords designing her own bike range and since her Olympic success they have been flying out of the shops. There has been a high demand for the bikes month on month since their launch in April 2012, with the highest number sold so far in four weeks from mid-August into September. (DeLacey, 2012: Online)

introduction

People are continuing to be obsessed with television food programmes and there has been an increase in the number of cooking shows available. For example Jamie’s thirty minute meals, which due to popularity have now created a new series, Jamie’s fifteen minute meals which targets an even busier consumer who wants affordable, nutritious super fast-food.

‘Today’s consumers are better informed and more demanding about the food they eat than previous generations. This can be seen in the popularity of TV food programmes and in the media’s enthusiastic coverage of food issues.’ (FoodSecurity, 2012: Online)

However, has the Olympics and the help of cooking shows left a lasting effect on consumers? Are we eating more healthily and more ethically because of it, or are people just carrying on eating and buying like normal?

introduction

Fig 3, Jamie’s great Britain, 2013.

methodology

introduction

The focus of this report is to try and target consumers into purchasing ethical food and making them aware of the current problems by creating an easier system for them to understand and adapt to. This report will look at consumer behaviour, their habits and ways of buying. The survey results found the most important aspect for people when buying food is the price and the convenience of the supermarket. Having questioned the manager of Booths Supermarket in Knutsford Cheshire see appendix 12.4, it is clear their consumers currently buying into ethical food are ‘Females aged 45-60 of a higher income bracket - they are the ‘empty nesters’.’ If more awareness was raised in a subtle but effective way, then surely more consumers would purchase ethical food?

Consumers may undertake an ethical decision-making process when buying food from supermarkets and it is up to each individual to do what they see as being ethical in the interests of people and the planet. Within this report focus will be on the current food industry, how it has changed over time and how it can be adapted and simplified for consumers so they can eventually change their behaviour. The main areas of the food industry that will be researched are food waste, packaging, recycling and supermarkets. By looking at trends, online purchasing and social media, I hope to be able to determine what influences customers decisions when purchasing.

Methodology

To gain an in depth understanding of how ethical issues are impacted upon in the food industry, research was carried out in various methods.

2.1 PRIMARY RESEARCH Primary research took place throughout the research of this report as it is important to gain professional opinions of the food industry now and where they see it going in the future. With this in mind, interviews and focus groups were conducted. Fig 4 identifies these people, why they were chosen and the information relating to the subject around them.

Input from the general public was also considered as the food industry is constantly evolving so up to date feedback was used in the form of online surveys, food waste diaries and observational research. Fig 4 identifies how this research took place, where and the reasoning for it.

methodology

DATE

METHOD

SAMPLE

PURPOSE & EVALUATION

APPENIDIX

DATE

METHOD

SAMPLE

PURPOSE & EVALUATION

APPENIDIX

Oct- Dec 2012

Online Survey

62 people aged from 18-60

The survey was sent out through online platforms: Email, Facebook and Twitter. The survey was used to get initial feedback of what people thought the term ethical food meant. To also find out consumer profiles and their shopping habits. A good set of feedback was received over a range of questions helped to understand the consumer journey

See 12.3

17/10/12

Lyndon Gee

See 12.7

11/12/12

Questionnaire

Liz McEvoy (dep manager)

Liz was questionned to find out Booths Supermarket’s brand ethos and who their main customer is. To understand who their main competitors are and why. Who their local suppliers are and if they stocked ethical food. Also to find out if they stock own brand products. Liz was very helpful in providing insightful information about Booths supermarket and its values. Learning new information about other supermarkets and their competitors as well a consumer profiles of people buying into ethical food

See 12.4

Lyndon is a food and health writer. A magazine contributor to Fine Food Digest, Tesco Healthy Living, BBC Good Food and Optimum Nutrition. He also writes for ‘Love Food Hate Waste’ website. Wanted to find out how he feels the food industry has changed and if there are issues within it? What does he define as ethical food and if he’s seen any trends in the food industry? From his interview he spoke about the current trend in supermarkets and how brands are using more organic and free range products. There’s an increase in intolerant range products. As well as providing some interesting and informative websites to look at.

Nov 2012Jan 2013

Food waste diary

See 12.5

The reason for creating the visual food wast diaries was to see how much food people were wasting in a week and how much money people could have saved on the food they wasted. Looking at the type of food going to waste and where they were buying the food from. After the week was up, the most common type of food going to waste was fresh produce. People living in families were wasting more food than people alone. People could have saved £8-20 a week if they hadn’t over bought on food.

See 12.8-12.11

Andrew was questionned to find out Co-Ops brand ethos and who their main customer is . To understand who their main competitors are and why. To find out if they stock own brand products and how well their fairtrade products sell. Information was gained about the Co-Ops values and customers. Learning who their main competitors are and why. As well as learning a lot about their ethical scheme as Andrew provided an ethical policy. Learnt that 70% of the product range is own label

People aged 20-56. People living alone and in families

06/12/12

Ethnographic research

See 12.6

Consumer behaviour changes when people are aware that they are being followed so undercover research was used so this didn’t happen. The research would be live and reliable. Taking notes whilst following the consumers meant that no vital information was missed out to make the research as honest as possible. The aim was to see how consumers reacted to in store promotional offers and deals and to see which customers bought more own brand products. Results showed that the student bought the majority of own brand products closely followed by the family. People are swayed towards and do look at deals even if they don’t buy them. All consumers bought at least one product on offer.

See 12.12

Morgaine spoke about how the food industry is evolving, the current food and packaging trends and what to expect from the food industry in the future. Learning that we as consumers have too much choice. The supermarket experience is changing; people are going back to their old ways of buying from local grocers. There is a rise in fine street food. Texture is vital when describing a food product

Researcher: myself. Follwed 3 types of customers: student, middle aged and a family around Tesco, Nottingham (Victoria Centre)

20/11/12

06/12/12

Questionnaire

Focus Group

Andrew (manager)

Spokesperson: Morgaine Gaye 6 students including myself took part

Fig, 4 Methodology table, 2013.

methodology

2.2 SECONDARY RESEARCH The initial point of research was to look into the current food industry and the problems within it to gain an understanding of how these issues could be tackled. Whilst learning about the consumers decision journey and their habits when shopping. All of this research will help to make a successful recommendation for the future with appropriate suggestions as to how brands or products can be changed to create a more sustainable food industry.

Once the context of the topic was established, the next step was to look into a variety of sources to discover where the main issues lie in the food industry. These included food waste, recycling, packaging and supermarkets. One of the main reasons food goes to waste is because of supermarkets and their views on the design of food, which Tristam Stuart talks about in his speech on ‘The Global Food Waste Scandal’. Online websites such as WRAP and the Food Ethics Council were researched to gain the exact facts and figures of the damage it is really having.

The next stage was to look at how products are changing through the impact of the industry and the latest trends, which is influencing ones purchasing decision. Using reports such as Stylus, WGSN and Mintel to collect research of how this is happening. The most apparent change was in the design of packaging and how consumers communicate with it and demand certain needs from it, such as clear labelling. Finally the last bit of secondary research was into consumer behaviour. Although research into the consumer was a main focus of the primary research, to research their journey and ways of buying, a wider scale of information was needed and could only be collected through secondary research. One way of doing this was to look in to books relating to consumer attitudes such as ‘Branding in the Digital Age’. This gave an understanding of how one relates to the environment around them when shopping, which gave more promising and true results when conducting the primary research. Once an understanding of the food industry and consumer habits was established, it allowed for recommendations to be made.

Fig 5, Chicken legs, 2012.

the food industry

The food industry

‘We’re still wasting enough food to fill Wembley Stadium nine times’

3.1 FOOD WASTE

(WRAP, 2012: Online)

‘Food production is the UK’s biggest industry and plays a major part in the health of the economy and is almost certainly higher than it has been for decades.’ (Food Security, 2012: Online) A major impact that affects the food industry is food waste. A large amount of food is wasted before it even gets to our dinner plates due to it being soiled, damaged or eaten by pests. Food is then further wasted by people that throw it away in homes. There are a significant number of consumers that ‘throw away 4.1 million tonnes of food that could have been eaten worth an average of £420 per household – every year.’ (FoodSecurity, 2012: Online)

Online research shows that families waste approx. £50 worth of food a week. (Letsrecycle, 2013: Online) To back this research up, a food waste diary was created see appendix fig 12.8-12.11 to see how much food people are currently wasting. Participants of all ages were asked to keep a diary of how much food they were throwing away by taking a picture, taking note on how much of the product was left, where they bought the product from and why. At the end of the week they were asked to roughly estimate how much money the wasted food would add up to. The results showed that each participant was wasting approximately £8 or more worth of food a week which could have been spent elsewhere if their actions had been thought about. All participants threw away some fresh produce which seemed to be in large quantities identifying there is maybe too much in one pack.

Fig 6, Carrots, 2012.

the food industry

Looking at the significant amount of food and money that people waste, it is clear there is a need for educational improvement. The main reasons food goes to waste is because too much is bought, people cook and prepare too much and do not use it within its use by date. One reason for people buying too much food is because most major supermarkets draw customers in-store with their cheap promotional offers especially around seasonal times of the year. Christmas deals such as ‘Ten pound bottles of champagne!’ (Moore, 2012: Online) are very pervasive offers making it easy for shoppers to become blasé. Customers buy into these cheap deals as they feel they can not miss out however, promotional offers encourage people to buy food and drink that they do not need.

The food waste diary found that the main products going to waste were fresh fruit and vegetables which are expensive items. Being in a recession, customers need to save money by planning their menus and shopping trips better. In doing so, they should shop frequently; write lists, freeze food and re use food for snacks and lunches.

Supermarkets are one of the worst groups in the industry to waste good fresh food. They throw away fruit and vegetables because their visual appearance is not up to supermarket standards. For example ‘parsnips are too small for supermarket specification’. (TED, 2012: Online)

Sainsbury’s have recently ‘relaxed their buying policy, welcoming a wider range of ‘ugly’ British fruit and veg onto the supermarket’s shelves. For the first time, taste – rather than cosmetic perfection – will be the primary consideration.’ (J-Sainsbury, 2013: Online) hopefully this will encourage other supermarkets and grocers to do the same and make a promising change. Food waste is happening in other industries such as restaurants and cafes with ‘13 thousands slices of fresh bread coming out a factory a day’ (TED, 2012: Online) just because certain cafes do not use either end of the bread loaf when making sandwiches. These slices of bread could be put to good use globally elsewhere.

‘Affordability is now the key factor in determining what food and drink we buy. Food prices have risen 12% in real terms over the last 5 years.’ (Smithers & Harvey 2012: Online)

When consumers shop for food and drink they need to focus more on the quality and provenance of the product as opposed to the quantity. Having this knowledge on how a person should shop and preserve food does not only improve their lives but also helps them to understand the health and living conditions of the less fortunate and their needs for food. ‘If we didn’t waste so much food, there would be more available, which means fewer people in the world wouldn’t go hungry.’ (TED, 2012: Online) An example of a campaign that promotes this matter is ‘Feeding the 5000’. Tristram Stuart set up the event where five thousand members of the public were given free a free lunch using ingredients that would have been wasted. (Stuart, 2009: Online) To make a significant change that will have an impact on the environment, people must reduce food waste by acting sensibly, thinking about what their buying and the way in which they dispose of their food.

Fig 7, Furry berries, 2010.

Fig 8, Mouldy tomatoes, 2013.

the food industry

‘Environmental issues continue to play a central role in packaging trends in the UK food and drink market.’ (Mintel Food & Drink Packaging Trends, 2012: Online)

3.2 RECYCLING AND PACKAGING The effect of too much packaging and its disposal can have serious effect on the environment. ‘WRAP’s help, since 2002/3, material ending up in landfill has reduced by 36 million tonnes per annum and councils and businesses have been able to avoid around £1 billion in landfill tax.’ (WRAP, 2012: Online) The effect packaging is having is slowly decreasing due to the latest design trends. Pouch and squeeze packs, some of which can be refilled, take up less shelving space in supermarkets and are more convenient for consumers. Transparent packaging is on the rise at it allows people to view the product before purchasing as

‘three fifths of consumers agree they sometimes find it hard to tell how much packaging is inside a product.’ (Mintel Food & Drink Packaging Trends, 2012: Online)

Brands are slowly investing in sustainable packaging and beginning to reduce the size of it.

Innocent Smoothie reduced the packaging size of their bottles by taking ‘responsibility for the impact of our business on society and the environment.’ (Innocent, 2013: Online) Their new 160ml bottle offers a healthy, tasty and value for money lunch time drink. Customers can gain 1 of their 5 a day in portable and handy size format. (Mintel’s Smoothies, 2011: Online) Innocent’s recyclable products help the environment and contribute to helping it in other ways which engage consumers. Innocent has been working on the ‘big knit’ campaign for the last nine years. Each innocent bottle has a knitted woolly hat; and with every bottle sold 25 pence goes to Age UK which supports old people during the colder months. (Innocent, 2013: Online) This is an exciting and interactive way to get consumers to buy into the brand and purchase the product as well as donating to a worthy charity.

Fig 9, Sprouting seeds, 2012.

the food industry

There is evidence that branding and labelling on packaging makes ‘consumers feel confused and overwhelmed by food labelling.’ (Makinglocalfoodwork, 2008: Online) A single portioned product normally contains the following information:

sell by use by date price ingredients nutrition content and cooking instructions.

Packaging has a need to meet consumer demands and their concerns. It therefore needs to be multi-functional and easy to use with clear nutritional information. ‘Consumers are looking for packaging to help preserve a product longer and looking for packaging which keeps food fresher for longer, which is resealable.’ (Mintel Food & Drink Packaging Trends, 2012: Online) This type of packaged product would be favourable for people living alone or in smaller households as it allows them to reseal the product keeping it for longer and thus reducing food waste. This type of packaging also lets consumers watch their diets through portion control to not over consume food which is vital in this current culture as ‘approximately 1.6 billion adults worldwide are overweight and at least 400 million adults are obese.’ (FoodEthicsCouncil, 2012: Online)

An online survey was carried out by 62 people to find out if they generally get persuaded by supermarket promotional offers and buy food in bulk. This provided an insight into knowing where people could be going wrong in wasting food and money. The results showed see appendix 12.3 that people buying in bulk: 19 no, 16 yes and 27 sometimes. People swaying towards promotional offers: 1 no, 37 yes and 24 sometimes. The results from both questions showed that the majority of people are probably buying too much food which means along the line it is not getting eaten or disposed of properly. Action needs to be taken by the consumers to shop more wisely by trying to avoid offers that are not necessary.

Fig 10, Spice jar, 2013.

This is a lot of information to take in at once, especially if their main concern is only one of the points listed. For example, ‘health is evidently important to female consumers, who are more likely than average to consider nutritional content, key words such as ‘light’ and ingredients.’ (Mintel Food & Drink Packaging Trends, 2012: Online) A consumer’s diet is becoming an important aspect of their lifestyle with a focus on nutrition which has ‘led to an increase in nutrition labelling.’ (Shine, 1997: pp. 283-289)

the food industry

Natalia Lozano: ‘Eat N Gone’

Fig 11, Eat N’ Gone, 2012.

A way to incorporate packaging information, portion control and sustainability has been tackled by a lady called Natalia Lozano who created an ‘Eat N Gone’ edible packaging. Reducing waste packaging on takeaway products as the edible tortilla is the packaging. Imprinted on the tortilla is the nutritional content. The wrap holds an appropriate size portion for a snack meaning the consumer isn’t over eating and the leftovers are easily composted. Although Natalia’s edible packaging concept seems as if it is tackling every issue, it is not actually practical for all types of food and drink products. If a certain product is not naturally biodegradable then consumers will have to go out of their way to recycle. The impact of people not recycling seems to go unmissed as people do not necessarily see the consequences.

the food industry

‘Britain is experiencing a nutritional recession, with rising food prices and shrinking incomes driving up consumption of fatty foods, reducing the amount of fruit and vegetables we buy.’ (Butler, 2012: Online)

3.3 SUPERMARKETS The constant focus on price and competition between supermarkets would make it seem possible for customers on low incomes to purchase fresh fruit and vegetables. As consumers these days are shopping around for the cheapest deals because they are ‘more worried about price hikes than anything else when it comes to making their product choices’ (Smithers & Harvey, 2012: Online) Morrison’s supermarket Fresh Market Street in store design approach creates an exciting shopping experience for customers. It allows existing and new customers to purchase fair priced local produce which is in demand. Fig 13, fruit pie, 2013.

Fig 12, Morrison’supermarket, 2011.

the food industry

the food industry There has been a focus on the

Not only are people buying into local food from supermarkets and farm shops but there has been an increase in the trend of food outlets such as Borough Market in London, ‘a place where people come to discover the tastes, aromas, textures and colours that only fresh, seasonal food can offer.’ (Boroughmarket, 2010: Online) However, as we are aware, people focus on price when buying food and these places are not able to compete with big supermarket retailers. A way in which supermarkets have begun to appeal to all types of consumers is by creating their own line of food and drink ranges such as Sainsbury’s basic.

Fig 14, Mushrooms, 2012.

‘local and organic agriculture as it’s growing far faster than the food market as a whole’ (Pollan, 2012: Online)

‘Almost three fifths of consumers thinking that own-label products are now better than they used to be, while more than half (52%) sometimes actually preferring them to traditional brands.’ (Mintel Supermarkets more than just food retailing, 2012: Online)

This allows consumers to mix up premium brands with basic lines to appeal to consumers who want both. They can spend less money on everyday necessary products which people have little emotional attachment to such as porridge and fairy liquid and more on fresh produce. Most people are actually unaware of the difference between branded and own label products and by ‘separating the product from the packaging also removes the brand from the equation’ (Graves, 2012: pp. 9) which is what some people buy in to.

the food industry

Having researched the most major supermarkets on the high street the one that highlights and promotes this point the best is Aldi. Their strapline is,

‘Aldi: Like brands, only cheaper’

Their main form of promotion is the above line, using TV adverts. Each one showing a particular product the store sells such as teabags, as well as a branded one such as PG tips. Their short and to the point TV adverts are not like other supermarkets because they focus on the pricing of their own product range and compare them to the more expensive branded ones. They hope to encourage all types of consumers to buy own branded over branded products. Own-label brands give people the opportunity to find new products in supermarkets as they know what to expect with branded products.

Fig 15, Lidl advert, 2012

Supermarkets have seen the rise in people’s concerns for their personal health and therefore continue to offer sub ranges. For example Tesco Taste the Difference and Sainsbury’s Healthy Living Range to suit different consumer’s needs. There has been an increase in the number of people buying into products for food intolerances such as wheat, gluten and dairy free. In 2011 ‘£230 million was spent on products like gluten free bread and lactose free milk in the UK.’ (Maguire, 2012: Online)

Certain consumers feel these free from foods are a natural way of healthy eating and are better than diet fads. A lot of these ‘people are choosing these foods even when they don’t even have a medical problem.’ (Maguire, 2012: Online) These products therefore have strong selling points on their sides and so now most major supermarkets stock these ranges or have attempted to increase the size of range they stock.

Fig 16, Gluten free sourdough, 2013.

the food industry

Marks and Spencer’s Plan A have set themselves targets and by 2015 hope to

The online survey had a question asking where people shopped and their reasoning for this. Gathering primary research backed up supporting evidence that the majority of people shopped at certain supermarkets for their prices as opposed to product range with 31 out of 62 people saying so. Meaning a vast amount of people are not thinking about the ethical considerations of the product or if they are recyclable. ‘Affordability is now the key factor for grocery shoppers, with ethical considerations least important.’ (Smithers & Harvey, 2012: Online)

It is apparent that in this recession, price is people’s main concern and so supermarkets need to adjust their products in a discreet way to highlight the ethical issues. For example Anya Hindmarch did a collaboration with Sainsbury’s: the ‘I’m Not A Plastic Bag’ Shopper. Anya created a limited edition environmentally friendly designer shopping bag to cut down on the number of plastic bags used to help reduce landfill. (Wiggans, 2011: Online)

‘achieve 180 commitments with the ultimate goal of becoming the world’s most sustainable retailer’ (MarksandSpencer, 2013: Online)

Fig 17, Plan A Sandwich, 2012.

Like Sainsbury’s they put a focus on the number of plastic bags that go to landfill. In 2007 they decided to charge customers 5 pence for every standard food carrier bag and 10 pence for the ‘bag for life’. Doing this will encourage customers to reduce the amount of bags used and the money made will go towards the charity that focuses on ‘greener living spaces’. (MarksandSpencer, 2013: Online) Without supermarkets people would find it difficult to purchase items conveniently. They therefore have an important role to play in encouraging consumers into purchasing ethical food and to make them aware of the current food issues and the impact that they are having. They need to carry on working on these small changes to improve the environment and personal health.

food trends

Food trends

4.1 The way we buy food

Right now, people’s main concern is the cost of food so their thoughts and feelings when buying into a particular food or drink product will depend on whether the item is needed. However a way in which brands can get consumers to buy into their products is through storytelling and making them feel like they need the product and will benefit from doing so. In other words, ‘effective branding is rooted in strong emotion. It is still defined by the strength of the emotional bond between the product and the user.’ (Travis, 2001: pp.18) An example of a brand that does this exceedingly well is Heinz. Their current tomato soup TV advertisement shows an unhappy woman in the typical English rainy weather who then goes in doors and goes through the process of trying to warm herself from the outside in. Instead she cheers herself up with a warm bowl of tomato soup forgetting the stressful weather she just came through. With the advert ending on ‘It has to be Heinz’ (FDIN, 2013: Online).The campaign communicates strongly with how people are feeling at this time of year and entices them into purchasing the soup.

Fig 18, fresh tomatoes, 2012.

food trends

Weekly food shops are essential and the way people buy their food is either from shops or online. There has been an increase in the number of people turning to online methods to buy their food and this will continue to grow with an expectation that it will double in five years. (Hall, 2010: Online) It’s a way for supermarkets to speed up the number of transactions they make. For many people online shopping is a fast and convenient method of getting their food. However not everyone has a love for online shopping as there can be issues along the way. For instance you have to wait in the house for the food to be delivered at a particular time and you have to pay for the food to be delivered which with extra costs is what people are trying to avoid. However

People are shopping frugally and being more selective in what they buy because of what supermarkets now offer. Price promotions and free trials are the most valued incentives for customer loyalty. (Martin, 2010: Online) An effective way of getting the best deals is comparing supermarket prices. In 2006 the online website ‘mySupermarket’ was launched to ‘allow you to compare prices and shop online from the main UK retailers in one place.’ (mySupermarket, 2012: Online) It saves time, money and gives people the best online shopping experience. Several years ago this was not the case as people would shop at their local supermarket or store because they did not have the ease of accessing the internet for websites such as this one.

‘Online shopping will continue and resolve consumers concerns about ordering online due to service innovations such as mobile apps, delivery passes and in store collection’ (Mintel Online Grocery Retailing, 2012: Online)

Buying online allows for consumers to take whatever interests them and leave behind what does not (Travis, 2001: pp.18) which is ideal for people who have a dislike to food shopping.

Fig 19, Mysupermarket, 2013.

food trends

‘Sour dough bread has become very popular and supermarkets are all trying to introduce more specialty breads, these are much more expensive than ordinary supermarket breads but consumers are willing to pay a little more for quality food. People will begin to shop around again and go back to the old way of buying.’ (Gee, 26 November 2012: Email interview)

food trends

Looking at this further, customers used to shop at traditional stores for instance the baker, butcher and greengrocer. However due to the openings of large supermarket retailers many local shops began to shut down because they were losing out on sales as supermarkets are able to offer a wide variety of products under one roof. Their opening hours are a lot longer with many stores being open twenty four hours making it more convenient for the consumer. Some could argue that due to financial problems and the increased focus of health concerned consumers many are looking for natural products such as real bread made by artisan bakers.

It’s been noticed that ‘were heading towards a time when people will want to do most of their shopping trips locally and just travel to the superstore occasionally.’ (Mintel Supermarkets more than just food retailing, 2012: Online) As mentioned previously Morrison’s new in store design was created as the management noticed that people were shopping differently by visiting farmers markets and wanting local food. ‘The drive towards fresh food continues and that is the focus of Morrison’s new store format, its ‘store of the future’ (Mintel The retailing of food and drink, 2012: Online) which will hopefully gain more customers and encourage ethical purchasing.

Fig 20, Bread, 2012.

food trends

4.2 How food products have changed

Fig 21, Heston hot cross bun, 2012.

Food and drink products are being reinvented and influenced by what is happening outside the food industry with more focus on the happenings in the current culture. An example of this is Muller Yogurts. In May 2012 they brought out three new limited edition traditional British flavours; Eton Mess, Apple Pie and Cherry Bakewell. They came to our shop shelves around the time of the Diamond Jubilee and London Olympics. Muller picked up on the heritage of the British summer and incorporated it into the flavours and designs with, ‘the packaging featuring a hazy Union Jack in the background.’ (Grocerygems, 2012: Online) The seasons of the year have an impact on brands and the flavoured products they create. ‘Seasonal marketing is a necessary strategy used by the majority of brands as it gives products a competitive edge.’ (Marketline, 2013: Online)

McDonalds for example every year bring out a ‘festive’ range menu using ingredients that resemble Christmas.

Another change that is happening with food products is the increase of celebrity ranges. They deem to be ethically processed and healthier than existing supermarket ranges. Mintel figures from 2008 state that ‘15 million consumers aged from 16-64 have been influenced by celebrity chefs to buy healthier foods.’ (Mintel celebrity endorsement in food, 2008: Online) Highlighting the choices consumers make about food does make a difference. One of the latest ranges to have been developed is Heston Blumenthal range for Waitrose which offers

‘an exclusive range of gourmet food that combines Heston Blumenthal’s magic with Waitrose quality, making it easy to bring Heston’s flair into your home.’ (Waitrose, 2013: Online)

The range was brought out just in time for Christmas with some must have seasonal products. It induces consumers into buying the new accessible products as they are needed around this time of year and have had input from a Michelinstarred chef.

food trends

Not only have food products changed due to trends and innovations but the way they look has become a lot more visual. The design and presentation of food and how it is laid out on a plate in certain restaurants, mainly high end Michelin

ones has changed from what it used to be. We ‘eat with our eyes’ and in some cases you do not want to eat the food because it looks so good. People can connect and gain emotional attachment to it; this is known as food porn. One place where this type of image can be seen in mass is on the social network website Pinterest which has attracted big brand names like Wholefoods and Nike. Wholefoods is a sustainable supermarket that allows people to buy ethical and healthy food that meets the needs of the local community. (ThePeople’s Supermarket, 2012: Online) With the help of websites like Pinterest, ‘interest in food is only going to grow as our collective health comes more into focus.’ (Sniderman, 2012: Online) Food has become more than a product we eat it has become a form of art and the help of Pinterest has cemented food roles in fashion. Relating to fashion there has been an increase in skinny or low calorie labelled products as they are now more apparent than ever before and appeal to everyone but mainly women, 25-34 and C1s who eat at home. (Mintel dieting trends, 2011: Online) Those who are concerned with their health want to intake fewer calories and eat good food that will keep them feeling fuller for longer. Hence many ‘designers are more interested in keeping food as unprocessed as possible’ (Deezen, 2010: Online) in aiding these new skinny products. Consumers are purchasing more skinny products and are concerned with the on pack labelling of healthy attributes in order to help consumers in their purchasing decisions. This type of skinny product projects a certain lifestyle choice adding value, rather than low fat labels that that implies a product is lacking something. (Mintel skinny is the new lo calorie, 2011: Online)

Fig 22, Chocolate brownies, 2013.

food trends

4.3 Attitudes towards food

‘The whole way in which consumers view food has changed over the last decade’ (Stylus Meat the future, 2012: Online)

One of the most distinctive changes in attitudes towards food in the UK is ‘consumers look to new trends in food, health benefits ranking highly in their purchasing decisions.’ (Stylus Meat the future, 2012: Online) They are increasingly demanding more information on food provenance in wanting to gain health benefits from the products. The food industry is constantly evolving and consumers are demanding for more innovative products. In an interview with Lyndon Gee see appendix fig 12.7 he pointed out that, ‘fair trade has become more mainstream with brands such as Cadburys dairy milk and some Nestle chocolate now using fair trade cocoa.’ (Gee, 2012: Email interview)

Fig 23, Cadbury dairy milk, 2009.

food trends

Consumer outlook on food is influenced by the pricing of it with students being the most affected. Full time students are the biggest online bargain hunters (Mintel fashion online, 2012: Online) and are cutting back on the more expensive food items. The online survey results showed that 80% of them shop at certain supermarkets for its cheap offerings. Students do not put time into cooking food and eat for convenience with ‘more meals being consumed outside the home and purchased directly by children’ (Mintel Eating Habits, 2012: Online) Student eating patterns have changed with an increase in accessible, cheap, junk food such as chips, pizza and takeaway (Makinglocalfoodwork, 2008: Online) which eventually, if they are not careful, will lead them to obesity. Meal times are becoming more organic with people sharing food and the idea of having three meals a day will change. (Gaye, 6 December 2012: Focus

Group)

However what may help them is that ‘there are now more TV programmes about cooking and food than ever before and their remit has evolved from teaching people how to cook to tackling social issues.’ (Mintel Celebrity Endorsement, 2008: Online) The increase in cooking programmes have got people watching them in order to get cooking tips, advice and recipes which are influencing what they eat. Celebrity campaigns such as Jamie’s School Dinners and Jamie’s 30 minute meals are changing consumer’s attitudes, purchasing behaviour and shopping habits in terms of production values and healthy eating. (Mintel Celebrity Endorsement, 2008: Online) For example Jamie uses free range eggs in his cooking shows and cook books promoting high animal welfare. Hopefully the popularity in TV shows will continue to grow and impact people of all ages and gender leading them to a healthier lifestyle, enjoyment of food and better awareness of food ethics.

Fig 24, Pizza, 2012.

food trends

People connect with food and their attitude towards products can change by the appearance of it. As consumers, we love posting pictures of food (Stark, 2012: Online) and want to see the design of the food before purchase. A restaurant called Comodo in New York realised this was in demand and tried to fulfil consumer’s needs. In doing so they created an instagram menu which,

‘directs patrons to pictures of food posted on the popular photo-sharing site to help them decide what to order’ (Murphy, 2012: Online)

Figures show that ‘12% having shared photos/videos they’ve taken of a restaurant/meal with a further 25% prepared to do so in future.’ (Mintel Eating out the decision making process, 2012: Online) This social media site allows people to share an emotive experience by seeing the images of the food posted by people before deciding what to order.

food trends

Fig 25, Comodo instagram, 2012.

consumer behaviour

Consumer behaviour

5.1 What makes people change their behaviour Getting people to change their behaviour is difficult especially when trying to make them purchase and be more aware of the ethical considerations of food and drink. A main issue is

‘ethical food will always be more expensive so you have to give people other motivation for buying it.’

The roles that price and convenience play may overwhelm consumers desire to make healthy food choices. (Seiders, K and Petty, R, 2013: Online)

If consumers are going to purchase ethical or any other food product they will want to feel a benefit. A way of doing this is by involving them and making them feel wanted through the decision making process. This is because a ‘consumers’ perception of a brand during the decision journey has always been important.’ (Travis, 2001: pp.18) For example they can have a say through social media websites such as Facebook and Twitter.

‘Social media networks are becoming an increasingly important platform for retailers to raise their brand profile and connect with their audience.’ (Mintel fashion online, 2012: Online)

(Gee, 2012: Email interview)

It allows consumers to communicate their love for brands and express satisfaction and dissatisfaction towards the brand and its products.

Fig 26, Green beans, 2011.

consumer behaviour

consumer behaviour ‘Discounts and money-off promotions are the number-one motivation for getting consumers to interact with a brand regardless.’ (WGSN UK Consumers’ cross-channel brand interaction, 2012: Online)

Fig 27, Kit kat chunky, 2012.

Nestlé used social media to promote the new limited edition Kit Kat chunky flavours. There were initially four different flavours to choose from however they would only be stocking one in shops and that one flavour would be chosen by us, the people.

‘To stay competitive, many brands must now personalize their offerings, which make it clear that customers are in the driver’s seat as they have never been before.’ (Travis, 2001: pp.17)

Nestlé’s promotion would mainly engage younger consumers as they interact with social media websites more than adults with 43% of 16-24 years olds discussing brands on Facebook. (Mintel social media: food, 2012: Online)

Promotional offers are big incentives when buying food with two thirds (68%) of consumers stating they always look out for special deals. (Mintel Pricing and Promotions in Food and Drink, Online: 2012) These deals come in the form of buy one get on free, coupons, vouchers, free samples etc. Brands are using this type of promotion as a form of driving more sales.

The key thing to make people change their behaviour when buying food is to make shopping as convenient as possible. With the recession still around more people will turn to buying food online and in bulk with the help of these special deals. (Mintel the retailing of food and drink, 2012: Online) The results from the online survey support this with 43.5% of 62 people saying they would sometimes buy food in bulk.

Supermarkets realised the need for consumer convenience and began selling more than just food and drink products. They started introducing cafes, clothing and homeware ranges. Consumer shopping behaviour changes as they begin purchasing everything they may need from under one roof. This increases the sales for supermarkets with eighty one per cent buying non-foods from supermarkets and a fifth of consumers preparing to make a special trip to the supermarket just for that product. (Mintel supermarkets more than just food retailing, 2012: Online) Shopping in this manner may influence the shopping behaviour of a partner or friend which is ‘the single most powerful influence.’ (Travis, 2001: pp.18)

consumer behaviour

5.2 Consumer journey The consumer decision journey has four stages: consider: the product from

in store exposure or peer reviews, evaluate: where consumers seek reviews

from peers, retailers and brands. They then go on to buy and enjoy the product. (Travis, 2001: pp.18) There are three factors of the decision making process that link people to their final purchasing behaviour: their personal values, the information available and perceived consumer effectiveness. (Makinglocalfoodwork, 2012: Online) Consumers may have an opinion of a brand before even going to purchase a product through the different media channels available to them which are beyond the manufacturer’s control. (Travis, 2001: pp.18) Throughout this journey consumers want clear brand promise and offerings they can value as after the point of purchase they become less engaged with the brand so customer loyalty and branding is vital. A consumers journey of small changes can have large effects, for instance one person behaving differently by buying more ethically may lead to the increase in influencing more people to do the same which will have good environmental impact.

Fig 28, Consumer decision journey, 2011.

Primary research was undergone by following three different types of customers: a student, middle aged women and family round Tesco Supermarket in the Victoria Centre Nottingham. They were unknowingly being followed walking round the supermarket to mark their journey of what they did and how they acted. The aim of the research was to see if promotional offers attracted customers to products and if they read certain values on packaging. We are aware that incentives change people’s behaviour (Makinglocalfoodwork, 2012: Online) and the description on packaging will change ones behaviour when buying products. ‘In the UK, more than eighty per cent of surveyed individuals claimed they look at labels and that label information affects their purchase decision.’ (Baltas, 2001: pp.708-721)

This effects the attitudes of men and women but in different ways with ‘almost two thirds of women, compared to just over half of men, say that labelling is important when deciding what to buy.’ (Mintel Food and drink packaging trends, 2008: Online)

consumer behaviour

research conclusion

However we are not always right in knowing what consumers want and if they will be swayed by promotional offers as sometimes their unconscious mind will take control and act differently than expected. ‘Being able to read the shopping environment such as light levels, ambient noise, odors, peripheral products, colours, music, interior design - whether they are artificially created or naturally present, all may influence how someone feels and what they choose to do.’ (Graves, 2012: pp.71) Knowing this, live and direct interaction took place. Each customer was closely followed in Tesco to see how they were acting and what they were saying. Notes were taken at the time to make sure no vital information was missed. See appendix fig 12.12. The results showed that all customers either looked at products on offer or purchased them. The female student purchased the majority of products on offer. Her basket contained more than half Tesco own brand products. This was closely followed by the mother and children of two who when shopping discussed the reduction of food prices and looked at the reduced to clear section. They also bought food that was on a three course meal offer. The middle aged women purchased several items that were on offer but with the majority of her basket being branded products. This research proves that customers of all ages do want cheap and own brand products. However the younger the consumer and the more people there are the more money they try and save. Having closely followed them it was apparent that promotional offers do not go unnoticed.

Fig 29, Tesco value beans, 2013.

Research conclusion

In conclusion this report has raised awareness of the most important ethical issues that are globally happening and will continue to do so. Even though, ‘there is a growing need for organic products’ (Strom, 2012: Online) ethical issues within food production such as animal welfare will only play a small role. For example there is currently a craze of nose to tail eating (Stylus Meat the future, 2012: Online) which has been seen at St Johns restaurant London with the chef Fergus Henderson commenting, ‘it would be disingenuous to the animal not to make the most of the whole beast’ (StJohn, 2013: online). However this will not stop food waste and it will still remain to be a major issue because ‘wasteful behaviour by consumers and supermarkets means half of all food bought in the west is thrown away.’ (Collins, 2013: Online)

People need help in understanding how to food shop and preserve food. If changes in packaging trends continue to suit consumer needs, food waste may become less of an issue. The research shows that mainly fresh produce is wasted so smaller quantities of products sold would be ideal. A major downfall is that even though Supermarkets are cheap, they constantly battle one another in offering customers the lowest price and offers which encourage customers to over buy.

The lack of recycling is having a bad impact on the whole of the environment and so supermarkets need to continue with their sustainability schemes to create a healthy and better environment. Supermarkets will carry on trying to be the best and provide for changes in consumer behaviour by beginning or following in the footsteps of Morrison’s to offer what local Bakers, Grocers and Butchers can. The supermarket space will purely be a place to educate, inspire, engage and promote. (Stylus Retail, 2012: Online) If this does take place then online shopping may not be as successful as expected and consumer behaviour will change. People will make their money go further by planning trips and looking out for quality and sustainable products.

strategic outcome

strategic outcome Andy Sweetman the managing director of sustainable technologies said,

‘the unique bag design has enabled Jordans to align their packaging message with the spirit of their product marketing, by providing caring consumers with a biodegradable, naturally-based packaging material.’

Strategic outcome

Taking this information forward the outcome for the research of this report could be implemented in several ways and may not be specific to a particular brand or product. The implementation will be universal so that it can be adapted and expanded to suit the needs of any brand in order to create a better standard of living and food system. The aim of the outcome is to try to help the ethical issues in the food industry by minimising the disposal of food waste and encourage recycling, all of which will be influenced by the design of the packaging and brands ethos. Following in the footsteps of Innocent, a brand whose products strive towards health and sustainability, whose environmentally friendly packaging aims to use as little material as possible, which ideally is renewable or recycled and not of high carbon materials. (Innocent, 2013: Online) Taking influence from this natural, ecological and independent brand a first recommendation that could happen short term and have the possibility of adapting to any current brand is to make more products sustainable.

(Innoviafilms, 2008: Online)

Fig 30, Jordan’s natural muesli, 2013.

The number of products that could be transferred into pouch or squeeze

packaging could be increased in order to help the environment by cutting

back on excess packaging to use as little

material as possible.

This form of packaging could be applied to a particular food range or expanded on a range of products that has already begun the process. For example cereal based products such as Jordans Muesli introduced the use of pouches instead of cardboard boxes to protect the product.

This form of packaging is deemed to be more convenient and allows the cereal to keep fresh. Jordan’s and other brands should implement this type of packaging into more of their product ranges to ensure they benefit the environment to the best of their ability.

strategic outcome

The second recommendation is influenced by the food waste diary by researching people living alone and in groups to find out what kinds of food they were wasting. The total cost of the amount of food wasted came to approximately ÂŁ8-ÂŁ20 a week. This is good money that could be spent elsewhere. The food wasted was good food; it was just over bought food. Therefore a recommendation would be to try and implement a structure to cut down on how food is wasted. An idea that could be implemented in the long term and that would work in the foreseeable future would be to

design a range of products for one person.

This could easily be constructed and would benefit not only individuals living alone but also families who are providing food for their family members. Having gathered research and a natural awareness the most common type of food going to waste is fresh produce such as meat, fruit and vegetables which are also some of the most expensive meaning this would be an area to target first. The Guardian stated that more people are shopping how they used to by buying fruit and vegetables from local grocers which allow customers to buy products in small quantities meaning there more likely to be fresher. (Thring, 2013: Online) Supermarkets therefore need not to compete so much on price but put a bigger focus on the need and demand for fresh produce which needs to be provided in smaller quantities. This could be resolved with the new single portion products.

Fig 31, Organic veg, 2012.

strategic outcome

Not only will the single portion sized products cut back on food waste and packaging, it will also maintain our health and well-being to ensure portion control is correct in order to minimise the increase of obesity, which by 2015 the number of people obese is expected to grow by 75%. (Laurette, 2010: pp.23) The only one portioned sized products currently on offer tend to be in the form of junk food such as chocolate bars and ready meals. People think that buying ready meals are a way of wasting less food as they are already designed for one person. However, â&#x20AC;&#x2DC;the waste involved in ready meal production, through trimmings, rejected meat and vegetables, the almost eugenic quest for uniformity, far exceeds that of a few bananas you leave to go black.â&#x20AC;&#x2122; (Thring, 2013: Online)

This proves that this recommendation has more than one beneficial factor that could lead to a healthier lifestyle for all. The new one-person packaged products could initially be visually displayed in their own section. Using just a small number of the products as an example to promote the range and gain consumer awareness. Similarly to how wheat-free products have their own section in supermarkets which makes the food and drink products easy to find. Evidenced through the primary research that was conducted by following people in Tesco supermarket, having displays of products on offers and new products available draws people to them with each customer being followed either purchasing one or more products that were on a deal.

Fig 32, Bananas, 2013

strategic outcome

PORTION DISTORTION

OVERPACKAGED PORTION

SINGLE PORTION

Fig 33, Portion distortion, 2013.

Here is a design of the newly single portioned fruit and vegetables. This is the amount that could potentially be pacakged to provide for an individual.

This is the normal amount ot fresh fruit and vegetables that would come in a supermarket premade pack. The results from the food waste diary showed proof that too much was being packaged in one bag for an indiviual.

strategic outcome

Carrying on with the recommendation of one person packaged foods and the trends in packaging led to further research in peoples eating habits and changes in attitudes towards food. There has been a significant change in the snack market with Mintel stating that a third of people are cutting back on snacking due to cost. (Mintel Consumer snacking, 2012: Online) If they do buy into snack food they turn to junk food products because there cheaper than healthy alternatives. This way of snacking is leading people to an unhealthy lifestyle; therefore a recommendation would be to focus on the demand for

healthy snack food.

Cereal is a fast growing category with several brands such as Quaker’s beginning to introduce new sized small pots, packs or squeeze pouch products to encourage eating breakfast: the most important meal of the day. ‘Cereal is also a good value. For less than 40 pence a bowl (including milk), your family can get all of the benefits of a nutritious breakfast for just a fraction of the cost of other breakfast foods.’ (Kellogg’s, 2011: Online) Certain cereals have several health benefits and so the products could be opened up to the snack market, with 42% of users also already viewing it as a convenient snack between meals. (Mintel Breakfast cereals, 2012: Online) An idea would be to carry on working in this segment to create a multipack of healthy cereals alike what Kellogg’s have already produced but for adults or those wanting a healthier cereal.

strategic outcome

The cereals selected chosen from Kellogg’s would be the ‘healthy’ ones that customers turn to when focusing on their diet and weight loss. For example Special K red berries , original and fruit and fibre all of which are made up of

‘crunchy multi-grain flakes made with rice and wheat and not only it is less than 3 % fat but it’s a great source of 6 essential B vitamins, vitamin C, D, and iron.’ (Kellogg’s, 2011: Online)

These multipacks would offer customers a variety of choice which is highly wanted and the cereal would also be of the right portion size ensuring diet is maintained.

Fig 34, SpecialK variety, 2013.

strategic outcome

Looking at the outcome from the research carried out, one can ientify that there is major room for improvement in the design of packaging due to consumer needs. If the long term outcome was not viable and products could not be designed for one person, another outcome would need to be addressed in order to minimise food disposal and help the number of people that have overbought on food. A simple but effective way of doing this would be to offer recipes on how to cook with the product by providing instructions on the inside of the packaging. To motivate people to use their food and left over food and reuse it by having it for lunch or incorporating it into another meal. Certain products such as Sainburys’s hummus already offer this service which proves other brands can do it by proposing customers new and exciting ways of cooking with the product. Another effective method of ensuring people don’t throw away good food would be to advise them on how they should preserve the product. This could be informing ‘them through the consumer’s decision journey by using the brands website or social media accounts which are integral to a brands marketing strategy. Involving customers and talking to them on a personal level is valued, so it is essential for brands to ‘take an extra step with content development to offer tips and advice where appropriate.’ (Marshall, 2012: Online) Customers could also cut back on food waste by acting sensibly on their own behalf in understanding that use by dates are just there for guidance. They should use their own senses and general knowledge to understand when a product has gone off.

Fig 35, Hummus recipe, 2013.

strategic outcome

Some smaller recommendations that could be applied to supermarkets immediately would be to increase the amount of ethical food: local, free range and organic sold. Making these products more accessible like Morrisonâ&#x20AC;&#x2122; s. Allowing for customers to purchase them conveniently and buy what they need from one store. To promote the changes to the increased range of products a new in store environment could be created and marketed on their online website. Carrying on with the theme of design and in store environment led to a potential concept.

When thinking about the â&#x20AC;&#x2DC;seasonalâ&#x20AC;&#x2122; aisle in supermarkets, automatic reaction thinks of Christmas chocolate, Halloween designed sweet products and Easter eggs. Many people will not be aware of there being seasonal fruit and vegetables which are available to customers all year round. This is something that definitely needs to be addressed. In season fresh produce needs more promotional awareness and incentives to buy. Offering coupons providing money off the fresh food would engage consumers to eat healthier. Supermarkets should advertise better and offer more recipes that can be made with the products to get the best out of what food has to offer to so people feel like they are getting the most out of their money.

Fig 36, Chocolate hearts, 2013.

strategic outcome

Focusing on fresh produce brands could reinvent the packaging design to create something more visually exciting for customers. At present the majority of the packaging is on trend as it is transparent, however, the information on the packaging could be redesigned to prioritise the most important information. Savoury and snack products such as crisps, yoghurts and bakery goods are constantly reinventing the design of their products to stand out from the crowd in order to entice consumers. A recent packaging redevelopment was done by Sunblest Allied bakeries who wanted to create a fresh new look to remind customers of their everyday bakery items. Guy Shepherd the managing director of Allied Bakeries said,

â&#x20AC;&#x2DC;in a highly competitive category, the new packaging uses bright, standout colours, and will instantly draw customer attention which should give a real boost to the entire range.â&#x20AC;&#x2122; (Shepherd, 2012: Online)

By changing the design of fresh produce packaging could make people engage with it more than they already do or donâ&#x20AC;&#x2122;t do which is the case for certain people.

Fig 38, Triple milk, 2013. Fig 37, Sunblest new logo, 2012.

conclusion

Conclusion

The impact food is having on the industry and vice versa it is obvious that it is not going to die out in the media but instead become more apparent. Food is a very hot topic that will be of key importance in the next ten years. (Food and Design Deezen Report: 2010, Online) The strategic outcomes spoken about describe the movement of the food industry and how consumers constantly need more, mainly in the form of customisation which will become a common place. These outcomes are beneficial for both the individual and the environment, so the industry needs to keep updating and following trends. Having attended a focus group with Morgaine Gaye a food futurologist see appendix fig. 12.6, information gathered from her showed that people will still want convenience. In the future there is this idea of creating hot and growing food vending machines. (Gaye, 6 December 2012: Focus Group) Changes will continue in the design of packaging with new

‘edible membrane packaging’ (Gaye, 6 December 2012: Focus Group)

cutting back on food waste. Brands are also introducing new innovations including one handed, functionality, micro-doses and self-heating capabilities. (Stylus Packaging to survive modern life, 2012: Online) All these changes are different from what was on offer years ago which shows how quick the industry is changing. Although ‘the food industry is brilliant at selling us things we don’t need, the customer is still king.’ (Renton, 2013: Online) We need to remember this and not get sucked into what is on constant offer.

Fig 39, Edible membrane, 2012.

The conversation of food will only get more exciting as years go on, hopefully the design of food and packaging will continue to create on trend sustainable products that are influential and easy for people to understand. In hoping to make people more aware of the ingredients in meals they eat, where the food has been grown, packaged and shipped.

list of illustrations

List of illustrations

Fig 1, 2013. Pasta bow. Pinterest [online]. Available at: http://pinterest.com/ pin/1829656070381751/ [Accessed 22 January 2013].

Fig 2, 2012. Klein, L., Cutlery. Lineklein [online]. Available at: http://lineklein. blogspot.jp/ [Accessed 22 January 2013].

Fig 3, 2012. Regula., Jamie’s great Britain. Missfoodwise [online]. Available at: http://www.missfoodwise.com/p/contact-me.html [Accessed 18 January 2013]. Fig 4, 2013. Barltrop, J., Methodology table [table].

Fig 5, 2012. Klein, L., Chicken legs [online]. Available at: http://lineklein.blogspot. jp/ [Accessed 22 January 2013]. Fig 6, 2012. Carrots.Whatkatieate [online]. Available at: http://www. whatkatieate.com/ [Accessed 19 January 2013].

Fig 7, 2010. Furry berries. Moldysnack [online]. Available at: http://moldysnack. com/story/category/fruit/page/2/ [Accessed 22 January 2013]. Fig 8, 2013. Mouldy tomatoes. Pinterest [online]. Available at: http://pinterest. com/pin/256916353714038130/ [Accessed 22 January 2013].

Fig 9, 2012. Sprouting seeds [online]. Available at: http://www.pinterest.com/ [Accessed 17 January 2013]. Fig 10, 2013. Spice jar. Worldmarket [online]. Available at: http://www. worldmarket.com/product/ceramic-chalk-spice-jar-aqua.do [Accessed 22 January 2013].

Fig 11, 2012. Lozano, N., Eat N’ Gone. Pinso [online]. Available at: http:// pinso.co.uk/2012/11/yummy-packaging/ [Accessed 19 January 2013].

Fig 12, 2001. Morrison’supermarket. Liveandbreathe [online]. Available at: http://www.liveandbreathe.co.uk/page/morrisons/reinventing-freshness [Accessed 17 January 2013].

Fig 13, 2012. Fruit pie. Whatkatieate [online]. Available at: http://www.whatkatieate.com/ [Accessed 19 January 2013]. Fig 14, 2012. Regula. Mushrooms. Missfoodwise [online]. Available at: http:// www.missfoodwise.com/ [Accessed 18 January 2013]. Fig 15, 2012. Lidl advert. Johnbromfordsupport [online]. Available at: http:// johnbromfordsupport.wordpress.com/2012/02/21/great-quality-low-prices-and-good-pay-it-must-be-aldi/ [Accessed 18 January 2013]. Fig 16, 2013. Gluten free sourdough. Mysupermarket [online]. Available at: http://www.mysupermarket.co.uk/#/ocado-compare-prices/speciality_ breads/kelkin_gluten_free_sourdough_2x195g.html [Accessed on 22 January 2013]. Fig 17, 2012. Plan A Sandwich. Pinterst [online]. Available at: http://pinterest.com/ [Accessed 18 January 2013].

Fig 18, 2012. Fresh tomatoes. Jul’s Kitchen [online]. Available at: http://www. en.julskitchen.com/ [Accessed 17 January 2013]. Fig 19, 2013. Mysupermarket. Mysupermaket [online]. Available at: http:// www.mysupermarket.co.uk/ [Accessed 22 January 2013].

list of illustrations

Fig 20, 2012. Juls., Bread. Julâ&#x20AC;&#x2122;s Kitchen [online]. Available at: http://www. en.julskitchen.com/ [Accessed 17 January 2013].

Fig 21, 2012. Heston hot cross bun. Thetelegraph [online]. Available at: http:// www.telegraph.co.uk/news/uknews/9088738/Heston-follows-orange-puddingwith-Earl-Grey-hot-cross-bun.html [Accessed 18 January 2013]. Fig 22, 2013. Chocolate brownies. Pinterest [online]. Available at: http://www. pinterest.com/ [Accessed 17 January 2013].

Fig 23, 2009. Cadbury dairy milk. Youthforfairtrade [online]. Available at: http:// youthforfairtrade.com/2009/10/14/multinationals-fair-trade/ [Accessed 19 January 2013].

Fig 24. 2012. Alexandra., Pizza. Alexandracooks [online]. Available at: http:// www.alexandracooks.com/2012/10/25/pizza-with-lemon-smoked-mozzarellabasil/ [Accessed 19 January 2013].

Fig 25, 2012. Comodo instagram. Pinterest [online]. Available at: http://pinterest. com/pin/22729173091008094/ [Accessed 20 January 2012]. Fig 26, 2012. Quinn Davies., K. Green beans. Whatkatieate [online]. Available at: http://www.whatkatieate.com/page/13/ [Accessed 19 January 2013]. Fig 27, 2012. Kit kat chunky. Nestle [online]. Available at: http://www.nestle. co.uk/Media/NewsFeatures/Pages/IrelandKitKatChunkyCompetition.aspx#. UPv0vCdFWAg [Accessed 19 January 2013].

list of illustrations

Fig 28, 2011. Consumer decision journey. Uxmatters [online]. Available at: http://www.uxmatters.com/mt/archives/2011/03/research-methods-forunderstanding-consumer-decisions-in-a-social-world.php [Accessed 22 January 2013]. Fig 29, 2013. Tesco value beans. Pinterest [online]. Available at: http://pinterest. com/pin/224757837624942288/ [Accessed 22 January 2013].

Fig 30, 2013. Jordanâ&#x20AC;&#x2122;s natural muesli. Mysupermarket [online]. Available at: http://www.mysupermarket.co.uk/tesco-price-comparison/Porridge_And_ Muesli/Jordans_Natural_Muesli_1Kg.html [Accessed 18 January 2013].

Fig 31, 2012. Quinn Davies., K. Organic veg. Whatkatieate [online]. http://www. whatkatieate.com/ [Accessed 19 January 2013]. Fig 32, 2013. Bananas.Pinterest [online]. Available at: http://pinterest.com/ search/pins/?q=bananas [Accessed 20 January 2013]. Fig 33, 2013. Barltrop, J., Portion distortion [photoshop visual]. Fig 34, 2013. Barltrop, J., Specialk variety [photoshop visual]. Fig 35, 2013. Barltrop, J., Hummus recipe [photograph].

list of illustrations

Fig 36, 2013. Chocolate hearts. Pinterest [online]. Available at: http://www. pinterest.com/ [Accessed 20 January 2013].

Fig 37, 2012. Sunblest new logo. Logoguru [online]. Available at: http://www. logoguru.co.uk/blog/sunblest-new-logo-branding/ [Accessed 19 January 2013]. Fig 38, 2013. Milk triple. Pinterest [online]. Available at: http://pinterest.com/ pin/1829656070498427/ [Accessed 22 January 2013]. Fig 39, 2012. Edible membrane. Humansinvent [online]. Available at: http:// www.humansinvent.com/#!/9911/wikicell-food-packaging-you-can-eat/ [Accessed 21 January 2013].

Fig 40, 2013. Jam jar. Ingwervanille [online]. Available at: http://ingwervanille. livejournal.com/?skip=60 [Accessed 22 January].

reference list

Reference list

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appendix

Nottingham Trent University School of Art and Design Ethical Clearance Checklist for individual student projects To be completed by the student for an individual project that involves the collection of primary data this includes images, drawings, photographs, questionnaires and interviews. Please complete this document following the guidance in the School of Art and Design Ethical Guidelines and Framework for Research and Practice Undertaken by Students.

Section A: About the research Name: Programme of Study: Module Title and Reference Number:

Appendix

Name of module leader/supervisor responsible for the management of the project Duration of project Project title Section B: Training and experience

12.1 DECLARATION FORM

School of Art & Design Declaration Form 2012/13 ba

fcp3

Module: Negotiated Project Stage 1 Module Leader: Tim Rundle Ref. no: FASH30001

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University’s regulations on assessment contained in its handbook.

signed ............................................................................................................ date ...............................................................................................................

Have you had previous experience of or been trained in the methods employed to collect data, and/or yes discussed with your supervisor?

Have you been informed, given guidance, had issues outlined in relation to research ethics and yes consideration in relation to your project? Section C: Methodology/Practice/Procedures

Does your proposed study involve procedures which are likely to cause physical, psychological, social or yes emotional distress to participants or yourself?

Does your proposed study involve the use of hazardous materials, other than those currently covered by yes the School Health and Safety procedures? Section D: Ethical checklist

Does your project involve observing/questioning/the use of people in any way? Yes

Please complete the remainder of the form

Go straight to Compliance with ethical principles and Declaration

Does your study involve vulnerable participants as described in the Student Ethical Toolkit?

yes

n/a

Does your study involve observation and/or recording of identifiable participants without their knowledge? yes

n/a

Will participants give informed consent freely and be fully informed of the study and of the use of any yes data collected?

n/a

Will participants be informed of their right to withdraw from the study?

yes

n/a

Will all information on participants be treated as confidential and not identifiable unless agreed otherwise yes in advance and subject to legal requirements?

n/a

Will any recordings of participants be securely kept and not released for use by third parties?

yes

n/a

Will storage data comply with the Data Protection Act 1998?

yes

n/a

If you have selected an answer shaded in grey, you must submit a full application to the Subject REC or modify the project. A full submission to the Subject PREC comprises of: this form, a project proposal, an additional statement of up to 500 words outlining the ethical issues raised by the project and the proposed approach to deal with these.

Compliance with Ethical Principles If you have completed the checklist to the best of your knowledge without selecting an answer shaded in grey, the research is deemed to conform with the ethical checkpoints and you do not need to seek formal approval from the Subject PREC. Please sign the declaration below, and lodge the completed checklist with your supervisor.

Declaration I have read the Ethical Guidelines and Framework for Research and Practice Undertaken by Students. I confirm that the above named investigation complies with published codes of conduct, ethical principles and guidelines of professional bodies associated with the research discipline. Name of student: ………………………………………………………………………………

Signature of student …………………………………………………………………………...

Signature of supervisor/ moodule leader ..................................................................................

Date ......................................................................

99 12.3 ONLINE SURVEY

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Do you buy more branded or own label products?

Do you buy food in bulk?

Branded- 17- 27.4% Own label- 12- 19.4% Both- 33- 53.2%

Yes- 16- 25.8% No- 19- 30.6% Sometimes- 27- 43.5%

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12.4 INTERVIEW CONSENT: LIZ MCEVOY

How would you describe Booths in three words? Local, Friendly, Foody

Who do you feel your main shoppers are? Females aged 45-60 of a higher income bracket - they are the ‘empty nesters’ Who are your biggest competitors and why?

In this economic climate anyone selling food is a big competitor as customers are far more price driven than they have ever been before. You could say Morrisons is a company that is starting to possibly encroach as they have really focussed on their ‘Market Street’ approach (Fruit and veg, Bakery and Counters etc.). Waitrose is another as they obviously target very similar shoppers to ourselves. What would you describe as ‘ethical food’?

Food that is produced locally, in a sustainable way, taking into consideration food miles, producers being paid appropriately, the environment, carbon footprint, maintaining traditional practices and techniques... Who do you think mainly buys this type of product?

For us the majoirty of our customers will purchase some of our Fresh Food meat - cheese - etc. although I am not sure if they are buying this food because they think of it as ‘ethical’, i think a lot of people buy these products because it is ‘locally’ produced - either because they want to support the local producers or because they want products with fewer food miles - which is also considerably fresher; or they want ‘organic’ food - and are not necessarily concerned that it may have considerable ‘food miles’ - as a considerable amount comes from abroad - these customers are therefore not as concerned with food miles or their carbon footprint etc. We do however have customers (typically our main shopper profile) who are concerned about how ethical their food is - take for example our Rose Veal which is selling particularly - the customers buying this are pleased that we are selling British Veal which is farmed ethically, reducing the number of calves being shipped to the continent. Could you think of a way to attract younger consumers to it? Whether it be around price / brand extension / Packaging design / convenience? I think this is a difficult question because my understanding of ethical food covers a considerable number of the products that we sell.

Overall I think it is a case of educating people - but also waiting for them to have enough money to be able to purchase these products - which are obviously more expensive as the famring / production methods are not as intensive therefore the cost of production is higher making the final retail price higher. Packaging and marketing material should however be informative as a means of educating customers so they fully understand and can therefore decide whether to pay the higher price for these ‘better’ products. Cooking programmes definitely help Does Booths follow an ethical scheme and if so how does it help the environment?

Booths sell a number of products that I feel are very ethical - the Rose Veal is one example - we also have a Bowland Milk Partnership - whereby a group of farmers in the Forest of Bowland (Lancashire) supply us with a premium milk that is totally traceable - this enabled these farmers to continue dairy farming as well as ensure that they are paid a fair price for their product. We supply Morecambe Bay potted Shrimps and have done for over 100 years - these are produced in the traditional way by the same family - we sell Holker Hall Lamb - again a local product for Booths, we have craft breads from Artisan Bakeries - which obviously support local crafts-people - a considerable amount of our Veg is produced by a number of farmers in Lancashire - these relationships have existed for years and as a result Booths is responsible for maintaining some of these farmers livelihoods. How many own label products do you have?

Booths is in the process of looking at its own label products so it is difficult to say - we do not currently have a lot of own label products - but we do support a lot of local suppliers Do they sell better or worse than branded products? Again this is difficult to say

How many local suppliers do you have? - what is the reasons for using them? I know there are many definitions of ‘local’ Booths uses Lancashire / Yorkshire / Cumbria and Cheshire as these are the counties where we a have stores. I don’t think I could list them all but they are definitely the backbone of Booths - they have helped make Booths what it is today and one of the main reasons we are recognised - I bet there are over 100 - but I will try and find out exactly how many.

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appendix 12.5 INTERVIEW CONSENT: ANDREW How would you describe the Co-op in three words? Community Food Retailer

Who do you feel your main shoppers are? Students

Who are your biggest competitors and why? Sainsbury’s local (location and range), Tesco express (location and price), Lidl (price) What would you describe as ‘ethical food’? Fairtade products

Who do you think mainly buys this type of product? Ethically conscious consumers and well informed younger generation and students W Could you think of a way to attract younger consumers to it? Whether it be around price / brand extension / Packaging design / convenience? In a recession price is a major consideration in forming peoples shopping habits. As fairtrade products guarantee a premium to Producers and Growers there is often a lower price alternative available. The Co-operative has the largest range of Fairtrade products that has undergone Brand re-development and sales do increase around Fairtrade Fortnight when the range is discounted by up to 20%

104

105

appendix

Does the Co-op follow an ethical scheme and if so how does it help the environment? Please see the attached ethical policy

How many own label products do you have? Around 70% of product range is own label

Do they sell better or worse than branded products? Own label products sell better than branded

Do your fairtrade and whole food products sell well and who are the main consumers buying them?

Our range of whole foods products is small. However the Fairtrade products sell well mainly to students and Ethnic Minorities

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appendix 12.6 FOCUS GROUP TRANSCRIPTION: MORGAINE GAYE Lecturer: Morgaine Gaye Date: 06/12/12 Title: The future trends Singleton Whisky- Whatâ&#x20AC;&#x2122;s obsessing you right now? Be obsessed with a certain thing

Have conversations with people that are into stuff e.g. gaming (itâ&#x20AC;&#x2122;s where the trends are. Sit in and listen to their conversations). BLACK is an identified trend in years to come E.g. liquorice in cooking black salt squid ink pasta WHITE is pure and perfect E.g. organic pharmacies Soil on veg is goodness

Time of hostility/ dark times -Young boys coming of facebook, have minimal friends, being hidden -Monk like hoods -Meaning in the darkness about real -Real experience Link food trends to economics/ politics

Rise in insects due to the rise in meat prices Flavour and texture -In a time of flatness -Want texture e.g. embroidery in fashion Texture in food will come about -Cultural texture preference -Experience -Ice cream to eat with knife and fork

108

109

appendix

Things that come in will have to change peoples perception Meat -Size of fist -Hanging of plate design will change TRANSPARENCY/ CLEAR food -Richard Branson face on ice -Orange juice becoming clear -Clarity/ exposure/ truth -Shavings of ice -Bubbletea

Meal times are changing organically -Sharing food -3 meals a day not in our generation- where is this taking us? -E.g. 2 step breakfast is here- McDonalds Food to go- BIG opening market -Hot food vending -Growing food vending -Bakeries have vending

Twinings- ritual in the everyday

Brown packaging will go Superfoods doesn’t mean anything anymore Membrane packaging- edible -Egg shell containing chocolate -Shapes packaging made from food stuff

Intelligent fabrics -Light source created a hologram- light frequency Advanced world of textiles/ interiors/ fabrics

Supermarket experience -The way people buy their weekly shop is changing -No longer butcher grocery etc. -Went to supermarkets, too much at once -Now where? -Supermarkets diversify into family butcher etc. -High end bakeries will prioritise again

appendix

Meat packaging (rising food prices) -In Bristol there are salt brick walls that infuse meat -People will pay because they can see where it’s come from -Quality cut meat and consumer experience -Online meat buying from warehouses -Supermarkets stock local produce -Competition not just in price Sensory perception -Lighting -Sound e.g. crisps are crunchy- manipulate belief to change experience London trend- Polpo -Jewish deli , old New York- trying to make it real Perception based- what you think based on: -Weather, age, gender, menstrual cycle, where you are in mum’s womb, where you’re from 40-60’s -Food was rationed- ate jam and bread and has no choice 70’s -Pop videos- shiny people -Wasn’t luxury, no processed food -Food fashion -Cookbooks language -Olives/Spaghetti Bolognese- show you travelled but been no where Always attached to a brand -You made it a big deal. Personalised and unique- twitter photos Cupcake shop in New York for men Butch Bakery More single men- celebrity male chefs Fine food in street food -LA won an award -Vietnamese food -Restaurant award Rachel Khoo- little paris kitchen Eating language- descriptors around food -Texture big descriptor e.g. wilted spinach

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111

12.7 EMAIL INTERVIEW: LYNDON GEE Display -Vertical -Now more about the ingredients that the dish -History/ relationship/ location of an ingredient on packaging Hampton Court- Mark -Relationship to Heston Breakfast changing -Bag it -Savoury -Have 2

There will be an increase in: -Bespoke functional food -Health -Food on the go

Need to think about the everyday -Ritual/ meaning

From: “Jade Barltrop 2010 (N0356527)” <jade.barltrop2010@my.ntu.ac.uk> Date: Sat, 17 Nov 2012 17:36:47 +0000 To: lyndongee@btinternet.com<lyndongee@btinternet.com> Subject: REPORT Hi Lyndon,

I hope you are well. I’m Jade, Sophie’s friend from Nottingham Trent University. I believe she emailed you asking if it was okay to question you on a few things to do with my report. The title of my report is: HOW TO TARGET YOUNGER CONSUMERS INTO PURCHASING ETHICAL FOOD AND MAKING THEM AWARE OF THE CURRENT ETHICAL ISSUES

The aim of my report is to look at the food industry and the ethical focus within it e.g. animal welfare, organic, food waste, packaging etc. I am also looking at consumer behaviour and the way in which people are shopping for food these days and how it has changed. The idea is to focus on younger consumers i.e. students and see their habits of food shopping and what they think it mean to shop ethically. Knowing that they aren’t really aware of the situation and what this means, I plan to change this. I’m aware you created the eat fit and what’s on your plate campaign which promoted healthy local food. I was just wandering who these campaigns were aimed at, how successful they were and if you had any images from it?

A few other questions I had to ask you were: 1. 1. How do you think the food industry has changed over the last 10 years and are there any issues? 2. Can you see a particular trend in food and what people are buying? E.g. own brand supermarket products as opposed to branded/ bogof deals etc. 3. 3. What would you define as ethical food and who are the main buyers? 4. 4. Could you think of a way to attract younger consumers to ethical food? Whether it is price/packaging/brand extension/convenience etc. I would be so grateful if you could email me back with the answers or even some good magazines/books/websites to look at. I look forward to hearing from you, Jade Barltrop

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From: lyndongee@btinternet.com [lyndongee@btinternet.com] Sent: 22 November 2012 16:09 To: Jade Barltrop 2010 (N0356527) Subject: Re: REPORT

Hello Jade In meetings all day but will answer your questions tomorrow. Look at these websites for ideas about ethical food. Slow Food interational site has links to lots of different intiatives across the world. as well as the main site check out the SF USA and UK ones Copassion in world farming - rspca freedom food - soil association - Fair trade - rainforest alliance garden organic - Sustain have lots of links to other groups. Also look at vegetarian society and vegan society. Real bread campaign + campaign for real ale. Hot topics at the moment are palm oil production and its effect on orang-utan habitat, starbucks not paying uk corporation tax. Wholeale milk price paid by supermarket to farmers. Food inequality and security - look up prof tim lang - alice waters - michael pollan. More tomorrow Best Lyndon Sent from my BlackBerry® smartphone on O2 From: Jade Barltrop 2010 (N0356527) [mailto:jade.barltrop2010@my.ntu.ac.uk] Sent: 23 November 2012 22:27 To: lyndongee@btinternet.com Subject: RE: REPORT Hi Lyndon,

Just received this email now, I will have a look at those websites tomorrow and also look forward to hearing your answers. Thank you. Jade

From: Lyndon Gee [lyndongee@btinternet.com] Sent: 26 November 2012 15:50 To: Jade Barltrop 2010 (N0356527) Subject: RE: REPORT

Hello Jade Here are some answers to your questions Please excuse any typos as am a bit hectic at the moment! Hope this helps Best wishes Lyndon

I’m aware you created the eat fit and what’s on your plate campaign which promoted healthy local food. I was just wandering who these campaigns were aimed at, how successful they were and if you had any images from it? We regarded the campaigns as part of a growing movement. I don’t think any one campaign can change the world but a number of them acting together chip away at different parts of society until the message gains momentum. With ‘Whats on your plate’ we were encouraging restaurants to put the provenance of foods on their menu whilst also trying to encourage consumers to ask where food came from when they were eating out. Certainly in many restaurants and gastro pubs you will now find a reference to the provenance of some ingredients.

A few other questions I had to ask you were: 1. 1. How do you think the food industry has changed over the last 10 years and are there any issues? Fair trade has become more mainstream – Cadburys dairy milk and some nestle chocolate now use fair trade cocoa. Battery egg production is being fazed out across Europe but some countries slow to do this. In anticipation big brands like Helmans mayonnaise have already switched to using free range eggs. Live animal exports from UK to Europe have come under increasing pressure from activists. Organic food enjoyed huge growth but has been shrinking in the last couple of years due to the economy as consumers cut back on spending. Farmers markets and local food growing in popularity

appendix 2. Can you see a particular trend in food and what people are buying? E.g. own brand supermarket products as opposed to branded/ bogof deals etc.

There is continued growth in online shopping, shoppers have become more savvy and are looking for deals but at the same time many consumers are looking for natural products such as real bread made by a proper baker. Sour dough bread has become very popular and supermarkets are all trying to introduce more specialty breads, these are much more expensive than ordinary supermarket breads but consumers are willing to pay a little more for quality food even if they are buying own label washing up liquid to cut spending.

There is also a huge growth in ‘free from’ foods such as gluten free or lactose free. Many consumers believe they have an allergy/intolerance to wheat. Local food is gaining strength and even supermarkets have set up some regional hubs and flag up on labels that vegetables are local. 3. What would you define as ethical food and who are the main buyers? Ethical foods mean different things to different consumers. Environmental concerns eg carbon footprint, buying local, eating lees meat, organic to limit pesticides. It can all be quite confusing as organically produced chicken has a higher carbon footprint than intensively farmed because it has a longer life to reach maturity and needs to be fed more food. The grain it is fed takes a lot of water and fuel to produce. Marine Stewardship council also certify sustainable fish and some big brands have used their logo on packaging. Cutting down on food waste also helps the environment se www.lovefoodhatewaste.com they do workshops across the country trying to get people to stop wasting food. One way to sell this into consumers is the fact that you can save a lot of money by not wasting food Human concerns eg workers rights & pay fair-trade tries to tackle this but also buying locally direct from a producer is also popular. There has been a huge growth in farmers markets in the last decade. Many consumers actively do some of their shopping in small shops and markets specifically to support small local businesses and thus their local community. Some towns have their own currency like the Bristol pound http://bristolpound.org/

Animal welfare – free range – outdoor reared – This website has an excellent film The Meatrix & Meatrix 2 and some links http://www.themeatrix.com/ it is based on America but there is now growing concern that US agribusiness is moving into Eastern European countries and producing cheap factory farmed meats to. Also watch the film on this site http://www.pigbusiness.co.uk/ made by activist Tracy Worcester – try showing them to some of your friends and watch their reaction. The UK has some of the highest welfare for pork production but because of EU law we still have to allow imports of European pork that is produced in a system that would be illegal for UK farmers to use. GM food is a major issue with environmentalists but it is already in our food chain because cattle food is often GM so although you won’t find GM carrots on supermarket shelves milk, dairy and meet may be produced using GM food. www.gmwatch.org

4. Could you think of a way to attract younger consumers to ethical food? Whether it is price/ packaging/brand extension/convenience etc. Films like the meatrix, organizations like slow food on campus working in universities, getting celebrity endorsement for welfare campaigns all help. Ethical food will always be more expensive so you have to give people other motivation for buying it. www.sustainweb.org list a number of initiatives geared toward children. The soil associations food for life campaign got a large amount of lottery funding to go into schools and teach children. Maybe spoof films like this will get a message across to a younger audience http://www.youtube.com/watch?v=hVrIyEu6h_E

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appendix 12.8 FOOD WASTE DIARY: ANNA HEATON £8.85

12.9 FOOD WASTE DIARY: ANNA BARKER DANBY £8.00

12.10 FOOD WASTE DIARY: EMILY ROSE OAKES £4.50

IN THE BIN

12.11 FOOD WASTE DIARY: FAY BARLTROP £20.00

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12.12 ETHNOGRAPHIC RESEARCH: TESCO RESEARCH Covert Research Researcher: Jade Barltrop Date: 02/01/13 Unknowingly I followed three different types of customers around Tesco Nottingham (Victoria Centre) to see their consumer journey when shopping. Here are the notes that I took down whist following them in store.

Time: 2.35-2.45 Customer: mother with a pram and son of around 14 years old -Walked straight to the fridge to look at bulk, family meals. All products selected were Tesco own -Speaking about the prices of food being reduce/ on offer -Walked to the reduced to clear section and looked for about 5 minutes -Selected Tesco squash -Checked out using the self-service machines Time: 2.45-3.05 Customer: female student -Looked at half price bakery and reduced to clear -Selected free range eggs -Hovering around tomatoes, selected organic but then changed for the cheapest Tesco ones -Selected Tesco valaue baked beans and fresh juice -Selected Sharwoods curry sauce that was on offer for £1 -Picked up Tesco boil in the bag rice, then Uncle ben’s rice, then went back to Tesco own -Selected tesco own biscuits and crips- didn’t hover around the aisle knowing exactly what she wanted -Went to a regular checkout Time: 3.10-3.18 Customer: middle aged woman -Went straight to the fruit and veg aisle selecting organic tomatoes, branded bagged salad -Selected Tesco own brand hummus -Walked straight past the offers at the end of all isle -Selected branded Cereal Weetabix and PG tips tea bags -Selected Tesco branded skimmed milk -Went to a regular checkout

appendix 12.13 TUTORIAL RECORD SHEETS

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12.14 CRITICAL PATH

WORK TO BE CARRIED OUT Plan chapter sections

Majority of secondary reseach done Plan primary research

Carry out primary research Summarise project to date Collate research

Prepare presentation Interim Presentation

Write up research/ visualise data Layout presentation/ inspiration Contact print shops

Prepare extracts of work for tutorial Write report

Prepare queries for report Visualise report

Proof read/print

Extracts for tutorial Print report

Hand in report

19TH 26TH NOV NOV

3RD DEC

10TH DEC- 7TH 6TH JAN JAN

14TH JAN

21ST JAN

28TH JAN

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12.15 PINTEREST (COLLECTION OF IMAGE RESEARCH)

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Fig 40, Jam jar, 2013.

Jade Barltrop N0356527 FASH30001