Index 5 6 8 11 13 15 19 21 23 24 49 53 63 70 73 74 77 80 82 86
Context: Home cooking and healthy eating Methods & approach Key insights Global overview Definition: Home cooking Definition: Healthy eating Consumer: Millenials and Generation Z Consumer trends and Market drivers Focus Key Trends Consumer Research Define summary Focus Group: Part One Focus Group: Part 2 & 3 Propose Top 10 insights Market Opportunities Bibliography Focus group extras Ethics form
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Context: Home cooking and healthy eating Home cooking is big business and a new wave of consumers with new demands gives the opportunity for a food product which boast health benefits, convenience and encourage experimentation as their key benefits.
made cooking easier and saves time. Millenials and generation Z consumers lack time, knowledge and experience but still want quality ingredients that are healthy and the majority are prepared to pay for it.
I began my research by searching for a need for a new product within the home cooking sector, that would enable consumers to eat a balanced diet and which fits in with their lifestyle.
Todays consumers are more connected than ever before and grow up with an innate understanding of the importance of a balanced diet. However, advancements in infrastructure means fast food can be ordered and on the doorstep within the hour which are not necessarily healthy or even order your own personal chef fo your home. Therefore it is no surprise that 60% of the UK’s populations is described as obese yet 75% claim to regularly follow dietary plans or do a physical fitness to keep fit and healthy.
The home cooking sector saw a dramatic increase in the years following the credit crunch with a high number of consumers choosing to home cook rather than eat out with money saving as the most common reason. This trend has shown no sign of slowing and products which enable consumers to cook restaurant quality food in the comfort of their own home have proven to been very successful in recent years. By identifying where the frustrations are in home cooking it became apparent that millenials and generation Z consumers had by far the most opportunity for a new product which
Through use of both primary and secondary research I have collected and analysed data surrounding home cooking and healthy eating trends among the target consumer. This information helped to create concepts which I used as a tool later to interrogate what consumers want out of a new product and what would potentially put them off using a new product.
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Method And Approach To begin my research I collected consumer trend reports and published articles to identify and explore a consumer group with the largest number of frustrations surrounding home cooking and healthy eating. Using consumer questionnaires and smaller focus groups I then defined some product opportunities which fit in with the lifestyles of this consumer group . These concepts were used as a method of further interrogating what it is that consumers are looking for in a new product. Therefore, leading me to a proposed market opportunity backed up by a consumer demand for the named benefits.
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EXPLORE
DEFINE
PROPOSE
Identify consumer trends and market drivers using a variety of published resources at my disposal - Mintel - www.warc.com - TUCO Trend Report 2016 - GFK survey Identify opportunities in context with consumers’ lifestyles
Attend events and visit shops to see what is trending
Creation of three concepts centred around the insights to give most benefit to consumers.
• The BBC good food show 2016 • Tesco’s, Morrisons, ASDA, Lidl Create concept ideas and use focus groups to deconstruction and reconstruct Conduct a consumer questionnaire and focus group to find out what the consumer is looking for in a new product and how they use products already established on the market
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Key insights Lets get started with a handful of thought provoking insights regarding all UK consumers
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50%
of all consumers cook because they enjoy it
48%
of consumers try to eat healthily most or all of the time
(This signals how healthy diets have become well entrenched in people’s every day lives, thanks to strong awareness and wide ranging positive effect of these)
ÂŁ897 million Britains gadget lovers spent ÂŁ897 million on small kitchen appliances in 2015
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GLOBAL OVERVIEW OF HOME COOKING
Who are the experts? Based on the results of this chart it’s not surprising we fall behind many countries in key measures such as time spent cooking, level of knowledge and degree of passion for cooking. Despite this, our attitudes and behaviours in the kitchen are changing as a new wave of consumers influence the market. These consumers are extremely health conscious and are fluent at using connected devices, a step ahead of many other countries on that front.
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Definition: Home Cooking • • • • • •
From frozen to fresh ingredients. From convenience to cooking from scratch. From meals in under 15 minutes to meals which take days. Consumers are experimenting and having fun in the kitchen. Consumers use connected devices to order, to follow recipes and to share their experiences with each other. Consumers love gadgets in the kitchen, especially those that enrich the process or enable the personalisation of a dish.
“While the recession has been a driving factor for the scratch cooking trend, enjoyment and ingredient control are as important as saving money in prompting people to cook. This should go some way to maintain interest in scratch cooking even as incomes rise. Marketing messages centred on enjoyment provide a means to tap into the emotional aspect of cooking, while addressing concerns surrounding ingredients remains paramount for operators in prepared products.” Anita Winther Research Analyst at Mintel
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Definition: Healthy Eating As a nation with increasing awareness through media and connected devices we are becoming more conscious about the foods we put into our body. Transparency is becoming key with consumers wanting to know the key nutritional value of their food. Consumers are more understanding of the benefits of a balanced diet and experimenting with superfoods, anti-oxidants and herbs and spices with their natural benefits.
“Working against light / diet foods is a mentality, where the focus is not on cutting out the ‘bad’ ingredients (fat / sugar), but on eating highly nutritious food to boost your health. As such products which place a strong emphasis on their nutritional excellence are likely to chime among many consumers. Drawing attention to the specific benefits can create more tangibility.” Emma Clifford Senior Food Analyst at Mintel
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E C LAN
BA IS KEY
Mintel - Attitudes towards healthy eating 2016
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WHO IS OUR TARGET CONSUMER?
Millenials and Generation Z Born between 1982 and 2000, millennial lead evolution and innovation in the food industry, motivated by flexible and supremely social lifestyles. Generation Z consumers are incredibly health conscious and respond positively to organic, nutritious and healthy foods and are willing to pay for quality products. They pursue variety, quality, flavour and freshness. Constantly connected and with short attention spans they seek more information and knowledge surrounding their food.
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Consumer Trends & Market Drivers These trends work at a cultural level and drive the home cooking trend and healthy eating trends
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SO LET’S FOCUS ON
18 - 35 year olds Why? Research suggests this demographic wants to know more, learn more about food and is happy to experiment, but is constrained by time and is willing to pay for convenience. Let’s explore the current trends...
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Key Trends These are some of the key trends surrounding 18 - 35 year old consumers in the UK.
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RECIPIE BOXES
COCONUT OIL
CONNECTED DEVICES
ADVENTUROUS TASTE BUDS
GADGETS DELIVERY SERVICES
SUPERFOODS
COOKERY BOOKS
TV COOKERY PROGRAMMES
CELEBRITY CHEFS
KEY TRENDS 25
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BORN INTO A WORLD OF FLAVOURS
Adventurous and exotic taste buds Millenials are born into a world of diverse flavours and cuisines from around the globe which is why it is no surprise that the majority of consumers describe their taste as ‘adventurous’. This consumer group welcomes diversity and is no stranger to trying out new and exotic products.
CONSUMER OUTCOMES Adventurous
Experimental Inspirational
Convenience When UK students were asked “What is your favourite cuisine?” 64% Italian
47% Chinese
43% British
39% American
39% Indian
Educational Healthy
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CONNECTED 24 / 7
An app to do anything and everything Consumers use connected devices while cooking to; • Follow recipes • Ensure a balanced diet • Share of social media • Record diet programmes Connected devices are a useful tool when it comes to home cooking. They are becoming second nature in functionality and an invaluable tool in modern home cooking. From ingredient ordering, to preparation and even sharing with friends, connected devices are with us all of the way. Almost three-quarters of consumers I asked use connected devices for recipes, while almost all claimed to have shared their experience with friends and family in the past.
Hello Fresh boxes come packed with instructional recipe cards which link to an online app which demonstrates step-by-step how to cook a meal exactly the way it was intended. This is ideal for consumers that lack experience and knowledge in the kitchen and encourages them to cook meals they would never have attempted in the past.
CONSUMER OUTCOMES Adventurous
Experimental Inspirational
Convenience Educational Healthy
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FOOD DELIVERY AND CHEFS ON DEMAND
From restaurant to dining table in under one hour Flexible lifestyles are enjoyed by many of today’s consumers. Brands such as Uber and Deliveroo enable instant and convenient supply of foods to support modern life. Experiences such as Blue apron bring a chef into your home to provide entertainment and experimental experiences. These services are adored by consumers who lack time yet still want to eat well.
CONSUMER OUTCOMES Adventurous
Experimental Inspirational
Convenience Educational Healthy
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SUPERFOODS SUSTAIN GROWTH
Media and consumers latch onto benefits new ‘superfoods’ bring The concept of ‘superfoods’ is nothing new. However, continues to sit well with health conscious consumers who will latch onto anything with the ‘superfood’ status. The media are good at driving awareness of these ingredients. Kale is currently talk of the moment and before now, nobody knew it even existed. It was thanks to a media storm of attention which brought kale into the limelight, since then brands ‘kale specialist’ brands have entered the market and it is making an appearance in a number of new ‘healthy’ recipes in cook books and on blogs.
CONSUMER OUTCOMES Adventurous
Experimental Inspirational
Convenience Educational Healthy
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RECIPE BOXES LEND A HELPING HAND
Be inspired to experiment in the kitchen A number of recipe box delivery companies have entered the UK online grocery market in recent years, competing with convenience foods and supermarkets. Aimed at cooks who are short on time yet still want a home-cooked meal. These services deliver recipe cards and premeasured ingredients directly to the customer’s doorstep. For the past three weeks I have signed up to Hello Fresh, founded in 2011 and Tyga,a start up brand I came across at the BBC Good Food Show. Since starting with Hello Fresh I have cooked healthy and delicious meals I would never have thought I was capable of creating myself. The diverse menu choice week on week and ‘novice friendly’ step-by-step instructions and online videos makes the experience fun and easy and best of all their is no waste at the end.
I have signed up to Hello Fresh and Tyga for the past 3 weeks
Tyga is a start up Indian spice kit brand which gives instructions to cook authentic Indian dishes using the spices they provide. The instructions are not as ‘novice friendly’ as Hello Fresh, who gives imperial fluid ounces rather than metric and you still need to buy the ingredients which go with the dish.
CONSUMER OUTCOMES Adventurous
Experimental Inspirational
Convenience Educational Healthy
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“I can’t wait to get stuck in, I can’t think of a better way to offer inspiration to busy families looking to cook up simple, tasty meals on a budget while still having time to enjoy life.” James Martin
1. Jamie’s Healthy Eating Campaigns stormed the nation back in 2011 2. James Martin has recently linked with ASDA. 3. Heston Blumenthals ‘taste the difference’ range at Waitrose with a tad of humour
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RETAILERS PARTNER WITH CELEBRITY CHEFS Stock your fridge with restaurant quality ingredients Brands use celebrity chefs to endorse their image and show consumers they can trust in the quality of their products. Asda signed up former Saturday Kitchen Chef, James Martin, in April 2016. This follows an 11 year partnership between Sainsbury’s and Jamie Oliver, which came to an end in 2011, and Waitrose’s collaboration with Heston Blumenthal and Delia Smith.
CONSUMER OUTCOMES Adventurous
Experimental Inspirational
Convenience Educational Healthy
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GO GADGETS
16.4% Market growth between 2016 - 2021 Popular cookery programmes on TV have raised demand for appliances that enable consumers to eat healthily, cook from scratch quicker than before and to perform tasks better than could be done by hand. However, consumers are very conscious of limited space in the kitchen therefore seek multi-functional and compact appliances. On my visit to the BBC Good Food Show I saw a range of products from food preparation to food preservation including the most popular product of 2016, the vegetable spiralizer. Consumers are especially willing to pay for tools which increase efficiency when cooking and enable the personalisation of a dish.
A recent Mintel report also suggests that 30% of consumers look for a modern arsthetic when buying kitchen appliances. It would be sensible to create something that keeps this in mind.
CONSUMER OUTCOMES Adventurous
Experimental Inspirational
Convenience See opposite: Pictures taken from the BBC Good food show
Educational Healthy
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COCONUT OIL SALES
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A WOW PRODUCT FOR THE MODERN KITCHEN
Coconut oil sales doubled between 2014 - 2015 As consumers are becoming more aware of the benefits that coconut oil brings to cook with, sales have grown rapidly. Fitness gurus, such as Joe Wicks, who use blogs and instagram as their main communication tool, have contributed to such strong growth and education of customers. “You’ll notice that I mostly use coconut oil or butter for cooking, this is because these saturated fats are more stable when “Heated to high temperatures. Processed polyunsaturated vegetable oils and margarines, on the other hand, become unstable when heated. This means they oxidized easily, producing free radicals, and these are not what you want to be putting inside your body.” Joe Wicks Book - Lean in 15
CONSUMER OUTCOMES Adventurous
Experimental Inspirational
Convenience Educational Healthy
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COOKERY PROGRAMMES DRIVE PASSION
220+ hours of cookery programmes each week Cookery programmes attract a total audience of around 30 million, nearly half of the UK population. Sales of cookery books have also increased dramatically as our interest and desire for cooking expertise has grown. Those that boast health benefits are proving to be ‘best sellers’ amongst others, reiterating the fact that consumers do what to eat healthily they just need inspiration and education as to how to do it. The artisan progression of home cooking makes for good TV, using fresh ingredients to create mouth watering dishes that can be followed and made at home.
CONSUMER OUTCOMES Adventurous
Experimental Inspirational
Convenience Educational Healthy
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COOKERY BOOK REVOLUTION
Consumers still want to own physical cookery books The appeal of owning physical recipe books is still strong amongst consumers. Instructions and recipes are supported by professionally photographed, mouth watering photos of the meals on offer which consumers continue to warm to. Books can also be aimed at time pressured cooks - Joe Wicks’ “Lean in 15” or Jamie Oliver’s “Jamie’s 15 minute meals”
CONSUMER OUTCOMES Adventurous
Experimental Inspirational
Convenience Educational Healthy
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BLOGGING. THE WAY TO A CONSUMERS HEART Lavender and Lovage have 19,700 people following them on Instagram Food blogging is stronger now than ever before with people sharing their experiences, advice, and knowledge through a number of social media platforms. Charlotte’s Lively Kitchen began two years ago and has attracted a following of 1,538 on facebook and 5,112 on instagram. People follow Charlotte for her experimental recipe ideas and follow her #foodporn images of healthy meals on instagram. Lavender and Lovage have been around a bit longer and have grown their following to 19,700 on instagram. Food blogging is a great way of enguaging with consumers who share a passion for food and want learn more about it.
CONSUMER OUTCOMES Adventurous
Experimental Inspirational
Convenience Educational Healthy
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Consumer Research This is a secondary research source conducted by myself to gain more directed insight into my target demographics attitudes towards home cooking and healthy eating in general
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Questionnaire I conducted a consumer questionnaire to gather data surrounding perceptions and attitudes surrounding home cooking and products on the market.
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Define Summary Research confirmed an opportunity for a product to improve the home dining experience for 18 - 35 year olds. On the whole this demographic are short on time and are ‘newbies’ in the kitchen yet still seek high quality, natural ingredients. They are also not afraid to try something new.
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Trend Outcomes This is a quick reference of which trends effect which consumer outcome. The more common the outcome the larger the trend is likely to be
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HEALTHY
EDUCATIONAL
CONVENIENCE
INSPIRATIONAL
EXPERIMENTAL
ADVENTUROUS ADVENTUROUS AND EXOTIC TASTE BUDS
Outcome
CONNECTED 24 / 7
This chart hilights the trends that are common amongst consumers ages between 18 and 35.
FOOD DELIVERY SUPERFOODS
Health and experimental were two of the most common consumer trends across the board whaich backs up my earlier claim that millenial and generation z consumers seek healthy foods.
RECIPE BOXES CELEBRITY CHEFS GO GADGETS
Adventurous, inspirational and educational also scores highly is this section. this means that proucts which meet these criteria will be successful amoung the highest number of consumers.
COCONUT COOKING OIL COOKERY PROGRAMMES ON TELEVISION COOKERY BOOKS COOKERY BLOGGING TOTAL
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Questionnaire Outcomes I received 36 responses across consumers aged 18 - 44. Here are the results.
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DESCRIBE YOUR EATING ROUTINE...
50% “When I have no food in the fridge I make up a meal out of what I have in the cupboard” 45% “My eating routine is irregular” 8% ”I don’t enjoy cooking” 20% “I just don’t have the time to cook” 58% “My ideal meal would be something that I made myself and that was quick and tasty” What stops you from cooking a healthy home cooked dish? 3 / Inexperienced in the kitchen and find portion control tricky
10 / I never have the right ingredients
3 / Buying healthy ingredients is expensive
4 / It requires too much effort 6 / It takes too long 57
What frustrates you about home cooking? 1 / Lack of knowledge 6 / Never have the correct ingredients 2 / The lingering smell it leaves
5 / Cost 5 / Portion control is an issue 5 / It takes too long
Would you purchase a product which manages portion control, pops straight into the pan and can be stored in your cupboard?
98% YES 58
2% NO
Do you purchase Instant mashed potato?
Yes
Sometimes
Why / why not? 7 / “I’d rather make my own fresh “
No
1 / “I’d rather buy pre made mash” 2 / “It’s affordable” 2 / Stigma “It’s for poor people”
8 / “It doesn’t taste the same”
5 / “I think its healthy” 5 / “It’s convenient”
6 / Pre-judgement “It’s not as good for you” 59
Concept Generation From the research conducted until this point I have collected key insights and opportunities at each stage which I have used to outline three cobasic concepts that I predict will sit will amongst consumers
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1
Resulting insights and direction influences from Consumer and Market Research
2
Resulting insights and direction influences from Trend Outcomes
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Resulting insights and direction influences from Consumer Questionnaire
Superfoods sustain growth
Recipe boxes lend a helping hand
Go gadgets
Explore the potential of conveniently packaging superfoods to fit in with consumer lifestyles
Investigate the contents of recipe boxes and process where user interact
Think about the modularity or multi functionality of gadgets in the home
Experimental
Adventurous
Convenience
There is opportunity for a product which encorages experimenting with traditional dishes
Consumers are willing to try something new expecially if it has health benefits
Consumers lacking in time and expertiese, something that is quick and tasty yet healthy will be a success
Do not stock exotic spices
Inexperienced in the kitchen and find portion control tricky
Consumers do not stock alot of exotic spices as they are left and end up as waste
Getting the flavour right yourself can be tough, those which combat this will be a success
Coconut oil exotc spice bomb
Meal pod and grinder
A helping hand when experimenting in the kitcehen. Enables users to make traditional products uniquely their own
An all in one product. Freshly grind single portion pods containing flavours from around the world acompanied by in depth instructions of use
When there is no food in the fridge consumers make up a meal out of what is in their cupboard Stocking the cupboard for a rainy day is common
Gormet instant mashed potato
Smash but with a flavourfull twist. Updated recipies re-packed and branded to emphasise health benefits
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Focus Group Part 1 6 participants were chosen for having a passion for cooking and being aged between 18 - 34, my target consumer group. I welcomed everybody at the start and began by introducing myself and the project. I asked participants to bring with them their ‘favourite product’ to cook with at home and speak for up to two minutes about what they like about it and why it’s their favourite spice.
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“My Favourite spice to cook with is Garam Masala”
AJAY, 26 “I like using this masala because it gives my food a spice kick and zesty taste “ “I use it to pre marinade fish and meat and sometimes I throw in while cooking for added spice.” “I often mix chilli flakes and oregano in with it.” “The flavour reminds me of my mothers cooking at home.” “Sometimes I have to buy alternative versions on the market which do the same but they do not taste as good”
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Insights & trends
Outcomes
Versaile spices get used alot by students Memorable experience Adventurous and exotic taste buds Authenticity is key
Spices products that are highly authentic yet versatile will succeed. Products that envoke memorable experiences will do well. More exotic spices taste buds mean they may be more willing to try new spicier products.
“My Favourite spice to cook with is Rasam powder”
SAGAR, 27 “I use this to add heat to my dishes, it’s really hot “ “I use it to pre marinade meat and fish for a curry and also throw in while it is cooking” “The flavour reminds me of my mothers cooking at home” “I use it between two and three times a week at least” “There are alternives but they are not as hot as this”
Insights & trends
Outcomes
Adveturous and exotic taste buds Control over amount added, the more in the hotter the dish. Memorable experience Authenticity is key
Millenials tastebuds are becoming a custom to more heat in their food so giving them control over this is important. It must still be authentic and not artificiall in taste
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“My Favourite spice to cook with is Jamie Oliver’s Chilli Salt”
MATT, 22 “I use it more than regular salt because the grinder makes it so easy to use” “The jar preserves the flavour and it lasts me a long time” “Seeing the unground spice makes me think it’s fresher when I grind it into my dish” “If Jamie Oliver backs it, I will too”
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Insights & trends
Outcomes
Versatile price gets used in most things Celebrity endorsememnt builds in trust Memorable experience Long lasting, able to store
People are willing to try something new. Especially if a celebrity they trust backs the product Cost concious consumers goes for versatile spices
“My Favourite spice to cook with is Piri-Piri herb and spice blend ”
CHLOE, 20 “It’s really versatile I use it alot” “I love nandos chicken and now I can make it at home” “From pre-marinading meat to spicing up a stir-fry, I use it in everything” “It’s a cheap way to add tasty flavour” “It’s so convinient and easy to use”
Insights & trends
Outcomes
Adventurous and exotic taste buds Safety in familiarity Experimental cooking
Inexperienced consumers are more comfortable using familiar products Resteraunt quality food has inspired the use of this product Consumers have more exotic taste buds, Chloe puts this on almost everything.
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“My Favourite spice product is Oxo’s beef, chicken and vegetable herbs & more”
JODIE, 22 “They are so easy to use and I love the flavour they give to my food” “I use them in all of my cooking they are so tasty” “They remind me of my mums home cooking” “They are available to buy in all of the supermarkets”
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Insights & trends
Outcomes
Safety in familiarity Memorable experience Easily accessible
Memorable experiences such s mum’s home cooking trigger a psitive reaction to products like these Ease of use if key as consumers may not have the experience mum has Easy access in supermarkets makes them a regular purchase.
“My Favourite spices to cook with are salt and pepper”
OLISA, 28 “These are the basics in making food taste good” “I use them in all of my cooking” “I have control over the balance of flavour” “The safest option for me as I do not like alot of spice in my food” “It’s cheap and I dont have to buy it often”
Insights & trends
Outcomes
Versatile spices are used in most dishes Consumers like to control spice amount themselves Personaling a dish is important
Consumers make a dish their own by controling the level of spice they put in Consumers affraid of high spice level like to play it safe When on a budget salt and pepper are the essentials
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Focus Group Part 2 and 3 I created three outline concepts in reaction to consumer insights brought to light from the consumer and market research to best illustrate their outcomes. I used these concepts to carry out a deconstruct to reconcstruct activity with my six consumers. The concepts are stripped of all marketing indication or branding and it was up to the consumers to make their own decison as to what benefits it may or may not have and what would make them spend their hard earned cash on it. The first part is a five question questionnaire to each of the concepts. This was carried out individually and without discussion, the second was more of a creative workshop to allow the participants to reinvent the products and name what its benefits and market should be.
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Propose All of my research is now complete and it will enable me to paint a picture of what the home cooking and healthy eating sector could benefit from and where there is a gap in the market for a new product that resonates with millenials and generation-z consumers. This section presents a break down of the insights and opportunities found throughout my research and puts forward a proposition for a new product within the home cooking and healthy eating market.
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TOP 10 INSIGHTS AND OPPORTUNITIES Getting consumers to part with their hard earned cash can be touch and even tougher when the market is highly saturated and competative by nature. No matter how good the benefits of a product are, it will not grab attention if it is not marketed to emphasise it’s benefit to the consumer. Competition is rife therefore for a new product to succeed it could benefit from the backing of a celebrity chef who could boost awareness and build consumer trust quickly.
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IN ORDER OF IMPORTANCE... S 1
Convenience is essential for time short consumers with irregular eating patterns
2
Transparrency is key as consumers are more wary of what they put into their body
3
Investigate products which take the complexity out of home cooking
4
Tollerance to spicy food is higher and consumers are seeking more intense and exotic spice blends
5
Portion control, time and not having the right spices are three main consumer frustrations in the kitchen
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Consumers latch on to new ‘organic superfoods’ which boast health benefits to consumers
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Celebrity endorsement can imporve consumers confidence in the quality of the product
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Gadgets which perform a task better than by hand, improve speed and help comsumers to be more healthy are most likely to succeed
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Millenials are born in to a world of flavours and they are not affraid to try something new
Confusion can put consumers off therefore instructions and recipes should be simple and easy to understand
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MARKET OPPORTUNITY Research confirms that the home cooking market is on the move as a new wave of consumers are causing the market to adapt to fit in with the modern day lifestyle, time short and but still crave healthy and organic foods which boast health benefits. Consumers buy into products who’s contents are clear, and which benefit them and the environment. A number of opportunities have become clear from the research I have conducted. My focus group made it obvious that cost remains an issue amongst this consumer group however they are willing to pay for quality and organic ingredients. Those which boast improved health benefits will also succed in the marketplace.
Although the book market is on the decline, Cookery book sales are stronger than ever, especially those directed at time saving or healthy eating such as Jamies ‘15 minute meals’ and Joe Wicks ‘Lean in 15’ Media drives awareness of new superfoods which pose new benefits to the consumer which consumers latch onto and marketing can have a huge impact on the success of a product. A new product on the mearket should therefore be supported by a strong marketing campaign which shouts about it’s benefits in terms of convenience and time saving to the consumer.
Consumers and now born connected and use connected devices throughout the cooking expereince. Products whch add value through an app or online could improve enguagement with consumers and help out less experienced cooks.
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Bibliography Insights and opportunities were drawn from a veriety of promary and secondary resources available to me . I collected both qualitive and quantitative data to support my final proposition
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Published Articles
Mintel report • Attitudes Towards Healthy Eating 2016 • Attitudes Towards Home Cooking 2016 • Small Kitchen Appliances 2016 • Cooking Sauces, Pasta Sauces and Stocks 2016 TUCO(The University Caterers Organisation) • Global Food and Beverage Trend Report Website (Mintel Article) http://www.mintel.com/press-centre/food-and-drink/60-of-uk-16-34-year-olds-who-cook-like-experimenting-with-new-cooking-trends-but-many-fail-to-master-the-basics GFK (Germanys Society of Consumer Research) The UK Cook: A Changing Breed https://www.gfk.com/fileadmin/user_upload/dyna_content/GB/documents/Press_Releases/2015/GfK-The-UK-Cook-A-Changing-Breed-eBook.pdf
Magazines
BBC Good Food Magazine December 2016 TUCO Magazine November 2016
Events
BBC Good Food Show and the Birmingham NEC 24 - 27 November 2016
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Focus Group Extras The focus group was conducted in a neutral environment using volunteers that did not know one another. This ensured a fair test and relliable truly induvidual responses. All participants were asked at the beginning to sign and date an ethics form so that I may use any findings and images to my disposal
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THE NEXT GENERATION OF HOME COOKING AND HEALTHY EATING JAMES CLARK - w12010783
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