Food & Technology Trend Report 2015 by Laura Fajardo

FOOD + TECHONOLOGY TREND REPORT

Postgrado en Coolhunting. Dise単o y Tendencias Globales

Camila Arboleda Daniela Arguedas Laura Fajardo Daniel Santos Postgrado en Coolhunting. Dise単o y Tendencias Globales Director Jorge Rodr鱈guez Nieto Barcelona, Espa単a Febrero 2015

INDEX

05 13 17 23 47 91 99 109 119 123 135 139 143

INTRODUCTION OBJECTIVES REFLECTION METHODOLOGY TRENDS THE FOUR MAIN DRIVERS OUR INCREDIBLY USEFUL MAPS INSIGHTS CONSUMER HABITS FORECASTING SCENARIOS & OPPORTUNITIES SUGGESTIONS GLOSSARY BIBLIOGRAPHY 04

Hello! Nice to meet you! Our brand Client and ally So, whatâ&#x20AC;&#x2122;s it about?

INTRODUCTION 04

HELLO! INTRODUCTION

Early adopters: term used in innovation theory that refers to a minority group of the population who like to try new ideas, processes, goods and services. These group is the second one to take consumption risks, after innovators. Gastronomic moment: Every moment where food is involved. It’s normally defined by an action practiced by someone in a certain place. Meaning: character, action, and place.

We’re four students from different parts of the world, in Elisava school of design at Barcelona. During our coolhunting postgraduate, we worked in a really interesting food and technology project with the company Re-Imagine Food; they asked us to research users and ﬁnd the early adopters of a food nutrient app one of their clients was developing. This app scans food (the organic matter) and tells you all the properties and nutrients of said food; it knows the difference between an apple that’s been hanging in the supermarket for ten days versus an organic apple that was just collected from its tree. Our main goal during these months of work was discovering the impact food nutrient apps would have on user’s gastronomic moments in order to identify attractive and innovative business opportunities. Our extensive research on people’s experience, and their habit patterns led us to several powerful insights on why people decide to eat the food they eat, and how it affects their health, emotions and overall lives. We strongly believe the tools we develop and the insights we got to are relevant to more than just this food nutrient app business, but goes further into more areas of the food sector. It has the potential to be of great help to other food businesses or startups, considering the research cleared patterns that affect products, brands, restaurants, distribution and even legal matters such as nutrition labels.

NICE TO MEET YOU!

Like we just told you, right now we’re all students at Elisava School of Design; but we all come from different places around the world and have different professional backgrounds. This has given us the tools and perspectives to develop the project the way we have, and to work as a multidisciplinary group of professionals. And even though we’ve all worked on different areas, we’ve been able to ﬁt our abilities and weaknesses in order to form a strong team and work in an efﬁcient and accurate way. And if you still want to know a little more about each one of our backgrounds, keep reading!

DANIELA ARGUEDAS

LAURA FAJARDO

CAMILA ARBOLEDA

DANIEL SANTOS

Daniela has a Bachelor’s degree in advertising design. She has worked as a graphic designer in advertising agency TBWA in Costa Rica, then at a fashion company and the last two years she was a graphic designer at advertising and branding agency called Wooki Colectivo Creativo in Costa Rica.

Architect graduated from the University of the Andes in Colombia. There, Laura worked in several research projects and publications until 2011. The last three years, she’s led projects of interior design and architecture in the ﬁrm “AeI Arquitectura e Interiores”, which is focused in the design and construction of corporate and commercial spaces in Colombia and Latin America.

Camila is professional in marketing and advertising. She’s also a professional in culinary arts; she worked in a fusion restaurant at Colombia, and then worked during two years as a graphic designer in a BTL advertising agency of Marketmedios Comunicaciones in the same country.

From Portugal, Daniel studied several areas of audiovisual design, from web design to video games, at the Faculty of Science and Technology at Coimbra University. After reviewing technical and production processes, he now looks to understand the conceptual part behind any design project.

OUR BRAND

When we formed our team, we named it “The Outboxers”; we like to think outside the box and look for alternative and innovative solutions. Our motto, “explore to make more”, is a clear representation of our thirst to look further, taking into account the whole context, in order to solve the problem from a distinctive viewpoint. For us, the graphic representation of our group is extremely important (DUH! WE’RE DESIGNERS) so we did a moving brand with three graphic variables. You can see them below!

CLIENT AND ALLY:

RE-IMAGINE FOOD

Re-Imagine Food is a company located at Sant Cugat del VallĂ¨s in Barcelona; which proposes to re-define and re-design the food and cooking world with innovative solutions. They work with two different types of clients: the food and technology startups around the world who have innovative proposals, and the big brand clients from the agrifood industry. Re-Imagine Food wants to detect and share food talent and innovative ideas around the world; they want to incorporate successful concepts and projects from the world into Barcelona. They advice and train these startups and team them up with their big brand clients, in order to make the projects a reality and revolutionize the food sector. They also give guidance to their big brand clients about design, production and global distribution of the best projects, in order to attract capital and impulse social wellbeing and economic growth. 9

SO, WHAT’S IT ABOUT?

So, as you read Re-Imagine Food is a super techy company consulting a lot of people with brilliant ideas on how to innovate in the food sector; the food nutrient app we already told you about is one of these brilliant startup ideas and it has a lot of potential. When the consumer has the power to know the reality of what his/her food contains, brands are obliged to be completely transparent about the information of their products. It takes the power of the consumer to a whole new level in the food industry. The information this app gives the user, makes it possible to know details that makes it attractive for people who not only want to know about nutrients and healthy eating, but also people who suffer from allergies, gluten or lactose intolerance, diabetes or many other food-related diseases. Our job was to, through deep investigation, identify who would use this app; in what situations, when and in what way they wanted the information given to them. The research had to involve immersion into the users’ lives, their eating, grocery shopping, restaurant picking habits; we had to look into their fridges and see what products they bought. Also, we put ourselves the job to ﬁnd out who wouldn’t use this app and why they wouldn’t be interested in using it; we knew it was important to know the two sides of the same story because that would give us another viewpoint on the whole situation.

SO, AFTER SETTING OUR OBJECTIVES AND SKETCHING OUT THE WAY WE WERE GOING TO ACHIEVE THESE GOALS, IT WAS TIME TO WORK!

General Objective Specific Objectives

OBJECTIVES

WHAT WE WANT TO ACHIEVE GENERAL OBJECTIVE

Our objective during the next postgraduate was to investigate the impact The Food Nutrient App will have on userâ&#x20AC;&#x2122;s gastronomic moments, therefore identifying attractive and innovative business opportunities.

SPECIFIC OBJECTIVES Detect early adopters of food nutrient apps and develop their proďŹ les.

1. Forecast business opportunities for consumer brands.

Discover new habits user will develop thanks to the precise nutrient info.

Find out the impact places will have on the relationship between device and user.

Develop a trend report as a key tool for our research.

5. 16

The process through our eyes

REFLECTION

RE FLEC TION

During the first couple of weeks of the semester, we had a session where six different companies came and made a short presentation about the projects we were going to work with during the next months. Some of the presentations were pretty detailed about what they wanted and needed, and others were a little bit more mysterious and secretive. Re-Imagine Food was one of the latest. Oriol Ribera, our future client, told us about the company and some of their past projects but failed to mention, on purpose, what they had in mind for the students of Elisava. Still, we liked it because we thought the company had already done some cool tech stuff and if food was involved, it sure had to be great! So, later on, when it was time to choose the projects, we decided to go for Re-Imagine Food as our first choice. Luckily, everyone else had their eyes on something else as a first choice, so we got the project immediately! Lucky us! After the first meeting with the client, we had a better idea of what we had to do; it looked fun but challenging. One of their clients was developing a food-nutrient app, which scans food and tells you all the nutrition information about it; and we had to find out who would use it, how and when. We realized we had to inquire into the gastronomic moments of a lot of people, and it was going to involve a lot of observation and conversation. The good news was everyone likes talking about food!

IT WAS LIKE COOKING SOMETHING AND DECIDING WHAT ELSE IT NEEDED, GUIDED BY TASTE.

From the beginning, we had to meticulously plan our schedule because we had a lot of things to do and a set due date. So, we made a timetablewhere we set our own due dates of what we needed to do. During the process, we had to update it several times, because a lot of things kept changing and things normally don’t come out as you plan them. The planning we did, although we had to change it, was really helpful during the process because it served as an anchor to the reality and timetables we had to keep. Also, we kept noticing that although we had different tasks to fulfill at different moments, almost everything we did (nethunting, interviews, observation) was an ongoing process. It wasn’t as if the nethunting finished and then observation started, but it was all in one; we had to keep coming back to nethunting during all the process, or maybe we found out later on we needed a couple more interviews so we had more points of view. We realized that all the tools we used, we need to keep using them constantly; it kept changing depending on what we were finding out. We need another point of view on a nutrition-oriented person? Another interview. Someone told us about another product similar to the food-nutrient app? Back to nethunting. It was like cooking something and deciding what else it needed, guided by taste. It was really fun because it involved a lot of thinking and analyzing. Before we started the research process, we did some exercises at the workshops we had at school. We worked with some canvases and with some help and guidance; we mapped trends and possible users. It involved a lot of brainstorming and group work, we had begun our nethunting but it was still very early in the process. After working on those canvases for some sessions, and some more nethunting, we chose four users to research even deeper. Each of those four decisions had a reason to be: three of them (nutrition vigilant, health seeker and fit single) belonged to what we saw were going to be the early adopters of the app, and we validated them with the trends we’d seen and mapped. The fourth user, we thought as a potential user and called the reluctant, who we see as the majority of people; it’s the person that takes their food decisions based on pure pleasure. We decided it’s important to know the reasons why they wouldn’t use the app, or if they would use it in some occasions. We had a lot of hypothesis and we had to test them. So, first we started with observations (and continued with deep nethunting) and went to places we thought our four users would go to. We observed the people there, the menus, the dynamic and of course we tried the food! 20

THE SAME USER COULD BE DRIVEN BY ANY OF THESE DEPENDING ON THE DAY OF THE WEEK, TIME OR MANY OTHER FACTORS.

We went to several organic restaurants, farmer’s market, ice-cream shops, fancy restaurants, cafeterias, supermarkets ice-cream shops, fancy restaurants, cafeterias, supermarkets and every place we thought our users would go to. In this phase, we created two user journeys: the day of an early adopter, and the day of the majority. We used pictures we took during the process, and re-created moments of their day; each one had a time, a place and a motivation. In this journey we illustrated the performance of the four main drivers (health, nutrition, pleasure, fitness) with status bars, which changed depending on the moment. For example when our character went running and ate an energy bar, the highest bar was the “fitness” one, and in the other hand if the person when to eat pizza with some friends the “pleasure” bar was obviously the highest. After some feedback and analysis, we started to suspect that users we had chosen weren’t actually users, but were more attitudes or drivers of different users. The same user could be driven by any of these depending on the day of the week, time or many other factors. Of course, there are users who are more driven by health and others more driven by pleasure, but that doesn’t mean a more fitness-driven person can’t have some pleasure driven moments, such as going to a bar or restaurant on weekends, for instance. During all this process, we interviewed a few influencers, as we like to call them, who are people with great influence over their communities, who have a lot of reach in their social networks and have a voice in the food area. For example, we found a New York blogger named Katherine Sacks who had lots of insights on her followers, what they thought and did; it helped a lot. Also, she was a nutrition driven person (for the most part) she did her groceries in a particular way, which helped us see how similar users behaved. Some experts and influencers we interviewed also were, in some way, a user-profile interview. And it also happened the other way around; at the end, it’s all connected. After this, we went to our one-week field trip to Berlin where we had appointments with different people involved with food communities, and had the chance to visit a number of organic supermarkets. Berlin is a city where people are more oriented in nutrition and wellbeing through food, so you can see a lot of innovation in the food sector, especially with the organic, local and recycling movement. We meet people who had a completely different point of view than the ones we’ve heard before: the importance of being happy because of what you eat. That sometimes the nutrients food has and how healthy it is doesn’t matter as much as feeling happy and connected when you eat or drink something you enjoy.

We realized there are certain gastronomic moments, especially the ones where the social factor is important, where feeling happy and enjoying yourself is way more fulﬁlling than eating healthy and nutritive food. We also went to a small market where there aren’t any packages; people bring their own bottles, bags or any other kind of packaging. We went to a market in a park, where almost everything was organic and produced locally; it opened our eyes to the size of this movement, its extent and the reasons why people are being more concerned with issues like organic, local, contamination, nutrition, etc. We interviewed some experts and we started to see things in a different perspective. After this, we decided to start the user interviews. We thought having different point of views of each person, could give us a more global and real perspective on each motivation. Besides talking to them, we had the chance of eating, cooking, farming and going grocery shopping with them; this gave us an even bigger perspective on their habits and their motivations in why they make the decisions they make.

We saw their kitchens, fridges and pantries. Most of them told us about they have some healthy phases and some more “pleasure driven” phases; this confirmed our hypothesis on our driver profiles. During the whole process, we’ve had very productive meetings with our client, who has given us different tools and ways to continue the process. The analysis tools we came up with, were designed with the help of our client. Our meetings have been co-creation sessions; as we’ve given him feedback on what we’ve found out, he’s given us feedback about what he already knows about the industry and his expertise in dealing with different innovative products in the past. It’s been extremely helpful for our research. We’ve seen the project change a lot during these months. Now, we’ve got some interesting insights; some we suspected since the beginning and some we didn’t have any idea about. It’s interesting to see how the project evolves and how listening and observing people, makes it easier to detect habit patterns and common thoughts between users.

The whole process has given us the tools and the know-how to immerse into a trend research project; even though each project is extremely different, we believe the skills needed to develop any of these, are very similar.

WE REALIZED THERE ARE CERTAIN GASTRONOMIC MOMENTS, ESPECIALLY THE ONES WHERE THE SOCIAL FACTOR IS IMPORTANT, WHERE FEELING HAPPY AND ENJOYING YOURSELF IS WAY MORE FULFILLING THAN EATING HEALTHY AND NUTRITIVE FOOD.

How we did it We found some cool stuff on the net! Once upon a time there were some canvases... And then we became professional stalkers We went to Berlin! We got to meet them! Experts tell us their secrets

METHODOLOGY

HOW WE DID IT:

So, you’re wondering how we did it all? Yes, we’ll tell you all about the methods and tools we chose to develop the research. When we planned this investigation, we chose interviews and ethnographic observations because it gave us the chance to go deep into the lives of people and discuss their habits, but at the same time validate what they told us watching their kitchens and what they bought at the supermarket. Sometimes people talk about their habits, as they would like them to be, instead of saying the truth; it’s not lying, it’s normal to forget some important details when you’re being interviewed. And it’s important for us to know the difference, in order for the results to be more accurate. Also, the tools we picked to do this research helped us to know the relevant trends for our project. It made us realized what is going on out there, what information are people demanding about their food, the patterns in grocery shopping, the million of apps and games about food, recipes and fitness. As we moved deeper and deeper into the investigation, we started to see these trends clearly. And of course, trends are extremely important in order to realize where the market is going. To explain the process of how we did this research, first we want to share our planning with you; we divided our time into five big sections so we could have an order. The planning was updated constantly in order to be coherent with what the project demanded. Most of the jobs were ongoing, like for example the net hunting even though it’s only marked in the phase of Investigation and Planning, went on during the whole process. We scheduled client meetings every two weeks and team meetings every week; both had to be flexible depending on presentation dates, sometimes we had to have more frequent team meetings. The client went to all of our big monthly presentations, where we had to show significant updates and progress, here we received feedback and guidance for the next steps.

Project Strategy SMART Goals Trend mapping Nethunting Field research and observation

FINAL 10 PRESENTATION FEB

22 1st presentation

OCT

/10 16 /02 10

21 2nd presentation

NOV

INVESTIGATION & PLANNING

FINAL PRODUCTION OF THE REPORT

Interviews Urban immersion Field Research and observation Walk out visits related with our project.

FIELDTRIP

01/12

/01 11

DATA RECOLECTION & ANALYSIS

23 3rd presentation JAN

20/ 12

Scenarios Business opportunities Data analysis Development of map Writing report Designing report Printing

1 25/1

Field trip data analysis Product trends Audiovisual analysis More observation User interviews Experts interviews

WE FOUND SOME COOL STUFF ON THE NET! NETHUNTING

As everyone now knows, Internet is an awesome place to look for information of all sorts. We call this phase nethunting, which is exactly what it sounds like: research using the Internet. Besides magazines, websites and blogs, social networks such as Facebook or Twitter, are extremely useful to know what people are saying, thinking, who they follow, what they like, and a million things more that make user research exceptionally smooth. The information on the Internet is almost endless, so we decided to look in different platforms depending on what we needed to know. For example, we used Twitter to look for people with big influence in food-related communities: bloggers, chefs, directors of food communities and many more. We call them influencers, and we chose to interview the ones we thought had great deal of impact on their followers; talking with these people would give us the perspective of the influencer, but also the perspective of his/her followers told with the influencer’s mouth. It’s important to know what these people have noticed: what people like, what they demand, what they think and ultimately the motivation to become part of this digital communities. So, social media has served a crucial role because it gave us the experts and influencers in order to interview them because with these media, they become extremely accessible. Influencers: Individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship. In consumer spending, members of a peer group or reference group act as influencers.

Social media also served as a way to look what people are looking for, which gives us a better idea of what the trends are and the direction people’s desires are taking. Hash tags were really helpful to look at this, and know the direction trends are taking. We used mostly Twitter for this.

Internet is a great place to learn about the latest and most innovative ideas that are happening around the world.

We needed to know about the latest technologies and all the cool techy things that involve food; there are a lot of them. And most of them are great! But we still noticed how the information of

Also, our nethunting involved looking at Google Trends in order to know the impact some relevant words have, such as food diets scanner nutrition eco nutrition labels recipes food scanner

word behaved over time; it was a great help knowing what information people want to know about their food and what people are typing into Google search. While surﬁng the web, we searched for other apps or services that gave information about food and beverages; in other words, we searched for competitors.

This gave us an idea on what people are searching for and how the search

your food still has a great gap; the power is still in the hands of the producers, businesses, brands and supermarkets. It was great knowing all the tools that already exist, or are being created; it says what people want and how the relationship with food changes with every new technology or idea.

We found apps that teach about nutrients, many which count calories, and others that plan your diet depending on your needs. There’s a product called Vessyl which is a glass that tracks and knows everything your drink has; it tracks caffeine, calories, protein and gives you speciﬁc information about the contents of the glass. 31

We also found TellSpec, which is a device that scans your food

and tells you speciﬁcally every nutrient, it analyzes the chemical composition of foods; TellSpec is the most similar product we found to our food-nutrient app. 17

We found a lot of interviews, points of view, videos and blogs that made us shape our research a lot; nethunting is key for every investigation process. The fact that Internet has

such a big amount of information is good, but it also means that it has to be used with a lot of caution into what we believe to be a

SOURCE WITH CREDIBILITY.

28 04

ONCE UPON A TIME THERE WERE SOME CANVASES…

USER CANVAS Once upon a time, there was a workshop where they gave us these big paper canvases that helped us into the ﬁrst steps of this research. There were two canvases: one with the all the people we thought could be a user of this app and another one with the trends. Both of those canvases work with time:

PAST (2000-2014)

PRESENT (2014-2015)

FUTURE (2016-2020)

EXTREME USER

STANDARD USER

The importance of time in these canvases is due to the need to see the behavior of the subject studied. So, let’s start with the user canvas. So, the question was: who has (or could have) the interest or need to know what’s in their food? From doctors and nutritionists to pet owners who want to check what their furry friends are eating. We made a list of all the people we thought would be interested in using this food-nutrient app. After that, we put each one of them into one of three categories of users: extreme, standard or potential. The question we then asked ourselves in order to place them in any one of these categories was:

How much do people knew, know and are going to know about their food? And how much interest is there in knowing this. Finally, you get to play with times; the past was tricky because we needed to think about how much information did each character know about their food back then. The present is what’s happening now, and how much nutrient and food info each of those users get and want.

Finally, the future is what we, starting to have an idea about trends in the food sector, predicted each user would know and care to know about their food. Users could’ve started as standard in the past, and end up as an extreme in the future; it’s important to see those movements over time. PAST (2000-2014)

PRESENT (2014-2015)

FUTURE (2016-2020)

EXTREME USER

STANDARD USER

For example, the user we called fit single couldn’t get or want a lot of food info in the past; at the time it knows about certain things but still his knowledge is limited; and in the future, the ﬁt single would be extremely interested in knowing what each food has and how he/she can obtain beneﬁts from a balanced nutrition. Another example, are the doctors and nutritionists, who we mapped as extreme users at all times, because these are people who would always be interested and needed the information about nutrition and all this world. 30

You can see in this canvas all the users we mapped, and how they behave over time; we put each one in different colors so it would be easier to analyze this behavior and choose the users with the most potential on using the app.

PAST (2000-2014)

PRESENT (2014-2015)

FUTURE (2016-2020)

EXTREME USER DOCTORS AND NUTRICIONISTS

DOCTORS AND NUTRICIONISTS

HOME APPLIANCES

NUTRITION FREAKS

PRODUCERS

ALTERNATIVE MEDICINE

YOUNG TECHY PARENTS

PRODUCERS

YOUNG TECHY PARENTS NUTRITION FREAKS

FUTURE MOMMIES FIT SINGLES HOUSEWIFE

APP DEVELOPERS

SUPERMARKETS

HEALTH SEEKERS

HOME APPLIANCES HEALTH INSPECTORS

FUTURE MOMMIES

RESTAURANTS

TASTERS

TEENAGERS

APP DEVELOPERS

KIDS CHEFS

RESTAURANTS

STREET FOOD

TASTERS HOUSEWIFE

THE RELUCTANTS

APP DEVELOPERS

RESTAURANTS PET OWNERS

DISTRIBUTORS

YOUNG TECHY PARENTS

HEALTH INSPECTORS

PET OWNERS

DISTRIBUTORS

PRODUCERS

HEALTH INSPECTORS

SUPERMARKETS TASTERS

POTENTIAL USER

SENIORS PET OWNERS

DOCTORS AND NUTRICIONISTS

FUTURE MOMMIES

HOME APPLIANCES

SUPERMARKETS

FIT SINGLES

NUTRITION FREAKS

HEALTH SEEKERS

ALTERNATIVE MEDICINE

STANDARD USER HEALTH SEEKERS

FIT SINGLES

DISTRIBUTORS

HOUSEWIFE

KIDS CHEFS

SENIORS TEENAGERS

STREET FOOD THE RELUCTANTS

THE RELUCTANTS

SENIORS

CHEFS

TEENAGERS

STREET FOOD KIDS

PAST (2000-2014)

PRESENT (2014-2015)

FUTURE (2016-2020)

EXTREME USER DOCTORS AND NUTRICIONISTS

DOCTORS AND NUTRICIONISTS

HOME APPLIANCES

NUTRITION FREAKS

PRODUCERS

ALTERNATIVE MEDICINE

YOUNG TECHY PARENTS

PRODUCERS

YOUNG TECHY PARENTS NUTRITION FREAKS

APP DEVELOPERS

SUPERMARKETS

HEALTH SEEKERS

HOME APPLIANCES HEALTH INSPECTORS

FUTURE MOMMIES

RESTAURANTS

DOCTORS AND NUTRICIONISTS

PRODUCERS APP DEVELOPERS

FUTURE MOMMIES

HOME APPLIANCES

RESTAURANTS

RESTAURANTS PET OWNERS

DISTRIBUTORS

YOUNG TECHY PARENTS

SUPERMARKETS

FIT SINGLES

NUTRITION FREAKS

HEALTH SEEKERS

ALTERNATIVE MEDICINE

STANDARD USER HEALTH SEEKERS

FIT SINGLES

HEALTH INSPECTORS

SUPERMARKETS TASTERS

POTENTIAL USER

FUTURE MOMMIES FIT SINGLES

PET OWNERS

TASTERS

DISTRIBUTORS

TEENAGERS

HOUSEWIFE

PET OWNERS

SENIORS

APP DEVELOPERS

KIDS CHEFS

TASTERS

STREET FOOD THE RELUCTANTS

CHEFS

HOUSEWIFE DISTRIBUTORS

We chose three users, but we also decided to choose a fourth one which we called reluctant which are all those people who really don’t care about knowing what they eat and whose food decisions are driven simply by pleasure. We thought it was important to analyze these people with the same depth than the other three users, who we strongly believe would use the app.

KIDS STREET FOOD

HOUSEWIFE

THE RELUCTANTS

SENIORS

TEENAGERS

STREET FOOD

SENIORS

THE RELUCTANTS

CHEFS

KIDS

Oh, yeah! We still need to explain the second canvas, which is the trend canvas. At this point, we’ve read a lot of trend reports, and did a fair amount of net hunting so we’ve had a lot of ideas about the trends that we thought relevant. In this canvas, the behavior over time is deﬁned in how much impact and extent each one of those trends have, so we have three categories: mega, macro and microtrends. For example, in the past families used to eat together and meals were about sharing with the people you care about (megatrend); now, people share food in a much more digital way, such as food blogging and networking (microtrend); in the future, we predicted people would share real food through digital media, such as sending an e-mail and having a 3-D food printer at home so you could receive your mom’s delicious cake on your birthday (macrotrend).

Another interesting and relevant example is the trend we called Maximum Disclosure (re-named Tell me more!) which is the transparency brands have about their products. In the past, there was a marketing strategy involving the “secret ingredient” and it was seen as normal to know nothing, or very little, about your food (microtrend); right now, there are a lot more legal reasons brands have had to be more open about the origin of their products (small macrotrend); and in the future, with food scanners the amount of information we could have about our food would be almost limitless, but not everyone would have access to these technologies so it remains as a (little bigger) macrotrend.

TREND CANVAS PAST (2000-2014)

PRESENT (2014-2015)

MEGATREND

MICROTREND

MACROTREND

FUTURE (2016-2020)

PAST (2000-2014)

PRESENT (2014-2015)

FUTURE (2016-2020)

MEGATRENDS

ECO FOOD:

Self-cultivation as the status quo.

FOOD WASTE:

Massive food production. Unconsious consumption.

SHARE WITH THE WORLD:

Family eating time.

FOOD WASTE:

GET ME HEALTHY:

Food was more valuable and less accesible.

Food and nature was the only medicine.

BEHIND THE CURTAIN:

Genetic modiﬁcation. Pesticides.

BEHIND THE CURTAIN:

Sustainable and self-cultivation.

MACROTRENDS

PLAY WITH YOUR FOOD: Games to feed kids. Drinking games.

LET’S GET FIT:

Esthetics, health and social motivation.

LET’S GET FIT:

BOOK WORMS:

Information a click away.

Food blogs.Apps.

PLAY WITH YOUR FOOD:

Games for kids, adults. Created by users and brands. Learning through playing. MAXIMUM

DISCLOSURE:

FOODIE’S DNA:

Recipe seekers in print media.

BOOK WORMS: Not enough access to information.

LET’S GET FIT:

Professional and health motivation.

FOOD HELP ME!: No need for curation, better alimentation.

MAXIMUM DISCLOSURE:

“Secret” ingredient.

GET ME HEALTHY:

SHARE WITH THE WORLD:

Not enough technology.

MAXIMUM DISCLOSURE: Food scanners.

3-D Printing.

SHARE WITH THE WORLD:

Food through e-mail.

FOODIE’S DNA: ECO FOOD:

Self-cultivation and origin transparency.

Food creators.

FOOD HELP ME!: Technology makes food transparent.

BEHIND THE CURTAIN:

Self-cultivation and production through technology.

ECO FOOD:

Pharmaceutical companies.

GETTING SMARTER:

PLAY WITH YOUR FOOD:

MICROTRENDS

Natural, organic, local product origin.

BOOK WORMS:

FOOD WASTE:

Conscious production. Proportional food offer and demand. Re-using waste.

Interactive food experience through technology.

FOODIE’S DNA:

Legal reasons.

Technology for controlling consuming and sports habits.

FOOD HELP ME!:

GET ME HEALTHY:

Pharmaceutical companies.

GETTING SMARTER: Great technologies becomes the normal.

More allergies, more food consciousness.

GETTING SMARTER: Great technologies more accesible.

Food blogging and networking.

Knowing the behavior of trends, especially in the future is of key importance to the project because in order to proposed scenarios and give recommendations, we need to know what are people going to behave like in the future so we can know how to act in a coherent way. We discussed each part of the process as a group, and everyone pitched-in ideas and insights so we could move forward and think with a more global perspective. These canvases were the starting point of everything and became the north we needed to follow.

AND THEN WE BECAME PROFESSIONAL STALKERS

ETHNOGRAPHIC OBSERVATIONS

So, now it was time to seek out our users; it was the first approach. We started to go to every place we thought our four users would go to: normal supermarkets, organic supermarkets, restaurants, cafeterias, bars, ice-cream shops, bakeries, gyms, fast-food restaurants, farmer’s markets… here you can see the list, by categories, of the exact places we went to. We immerse into these places with a critical eye, observant of everything that was going on. We took pictures and write down everything we noticed and if the situation asked for it, we took videos or audio notes. We watched the people: what they said, how they dressed, what they ate, how they chose what they ate, how long it took, who were they with, and all the small details you can catch when you become a professional stalker (only for academic purposes). It was very fun to watch people and see what drives them to choose a certain restaurant or shop at El Corte Inglés, instead of going to Sant-Caterina Market (farmer’s market in Barcelona). It made us realize how people behaved and how countless variables affect each decision and shift some motivations. With all this analysis and exhaustive ethnographic observation, we created two user journeys: a day in the life of an early adopter and a day in the life of the mainstream (majority). This helped us gain more perspective on the habits and patterns of each one of them; it made us take a closer look into the life of these people.

SUPERMARKETS:

Caprabo El Corte Inglés Ka Da We

GREEN RESTAURANTS:

Organic’s Restaurant Mio Matto Vegan Cuisine Contemporary Food Lab

FARMER’S MARKETS:

Mercat de Sant Caterina Okomarkt (Kollwitzplatz)

ORGANIC MARKETS:

Woki Organic Market Feeld Organic Veritas Lokavore Biolimpic LOV Organic (Tea) Original Unverpackt Veganz BioCompany

User journeys: all events and experiences a user goes through to reach a goal and fulfill a need.

Mainstream: people, activities, or ideas that are regarded as the most typical, normal, and conventional because they belong to the majority of population.

RESTAURANTS: Cafe Emma

SWEETS:

Eyescream & Friends Casa Danone

FAST FOOD:

Dionisos Burger King Pizzería La Fermata Beach Club

CAFES:

El Nostre Pa Praktik Bakery The Digital Eatery

BARS:

Metric NeverMind Bar

FITNESS:

Gimnasio Alta Fit

We decided to create each one of these days using pictures we took during the observations, and later on we took some of the pictures of gastronomic moments that took place at home. Each gastronomic moment during the day of the user had: time, place, type of user (early adopter or majority), the specific drivers of each moment (such as belonging or fitness), and finally it had four status bars with the four main drivers which were born from those four users. These status bars changed over the day, and we started to notice that those four profiles we’ve set, weren’t actually users but attitudes of these users and that they fluctuated depending on the variables of each moment. For example, as you can see the majority went for brunch at a fancy restaurant, where his/her drivers were socialization and belonging and the highest status bar at that moment was pleasure. But he/she, earlier that morning, drank a coffee in order to have energy to go for a run. So, as you can expect, the higher status bar there was fitness and the specific drivers were energy and ritual. The further we went into their gastronomic moments, the more we realized each person has changing food patterns depending on their drivers and motivations; the first time we started to see this, was with these user journeys which we then verified with our user in-depth interviews and continued analyzing later on.

MAJORITY

Energy • Ritual 8:00 A.M.

CALLE PAU CLARIS (Barcelona, España)

HEALTH NUTRITION FITNESS PLEASURE (Food attitudes)

MAJORITY

Belonging • Socialization 10:41 A.M.

CAFETERÍA (Barcelona, España)

HEALTH NUTRITION FITNESS PLEASURE (Food attitudes)

WE WENT TO BERLIN! FIELD TRIP

Yes, we were lucky enough to travel to Germany and explore one of its cities during one whole week. And yes, it was awesome!

We took pictures and videos; and we even made some spontaneous interviews we didn’t plan beforehand. One of those interviewees was the store manager of Unverpackt, which is a small package-free grocery store;

Berlin is a city where people are really advanced in the way they think about the environment, about society and of course, about food consumption. Recycling is normal, and the word organic is an every-day thing.

Naturally, there are lots of organic supermarkets and farmer’s markets; we went to visit some of them and did some ethnographic observation. We visited BioCompany, Organic Tea, KaDeWe, and some other places.

it’s super cool to see people bringing their own bottles, bags and boxes to take their groceries.

The store manager saw us observing the store, and he asked us if we wanted to know something… we ended up having a long conversation with him about the store, the idea and what kind of people did their shopping there.

Our other spontaneous interviewee was the press manager of OkĂśmarkt, which is an organic market they do in a park we went to. We took a lot of pictures of the cool things they sold there: from food to hats.

There was an information stand, where we met the press manager and he kindly started answering our questions and telling us about the market and the families that went there.

This park was located near a school, and you could see a lot of parents with their kids going to eat something there or buy some fruits or vegetables.

We also had some planned interviews, one that we really liked because of his different point of view on the whole food experience.

His name was Ludwig Cramer-Klett, he was the CEO of a foodie community called Contemporary Food Lab; this community loves food (obviously, theyâ&#x20AC;&#x2122;re foodies!) but also see eating as an spiritual experience where happiness is the most important factor in deciding what to eat. He emphasized the importance on being happy with what you eat, and sharing these gastronomic moments with what youâ&#x20AC;&#x2122;re putting into your body.

We thought this perspective is extremely important and we started to notice that when the drivers are belonging or socialization, you could see how happiness becomes a more important factor than nutrition; itâ&#x20AC;&#x2122;s kind of an emotional and spiritual nutrition, like some users later told us. Berlin was a great way to take a look into another context, and realize how the mind-set changes depending on the culture and city. And of course, in such an amazing city it was hard not to have a...

...GREAT TIME!

WE GOT TO MEET THEM!

Food Swings: same as mood swings but involving food decisions.

ETHNOGRAPHIC INTERVIEWS

HEALTH DRIVEN

FITNESS DRIVEN NUTRITION DRIVEN ESTEBAN MOLINA

25 years old Student Bogotá, Colombia

ANA CECILIA ARGUEDAS

53 years old Landscaper & health coaching student San José, Costa Rica

OLGA LILIAN MARÍN

37 years old Nurse Bogotá, Colombia

PAULA GIRALDO

PLEASURE DRIVEN

ANDRÉ KELSO

39 years old Advertisement production Bogotá, Colombia

31 years old Graphic designer San José, Costa Rica

LAURA XIRINACHS

LUIGI GIUDICELLI

24 years old Yoga instructor Barcelona, Spain

32 years old Lawyer San José, Costa Rica

GONÇALO MILHEIRO

ADDISON REHMAN

22 years old Student Figueira da Foz, Portugal

25 years old Student Maryland, USA

No more stalking, we got to actually speak to all those users we’ve been studying for some months now. It was incredible to get to talk about food with them, everyone likes to talk about what they like, dislike, buy at the supermarket, cook at home, what restaurants they like, etc. It’s important to mention that in-depth interviews are different from ethnographic interviews; the last ones are more fun to do, because you get to do activities with the interviewee. We got to go grocery shopping with them; we cooked and ate; we went farming with one of them. It was fascinating and it made us understand their situation a lot better, because we lived a lot of gastronomic moments with them and asked them about their motivations and their food swings. How in Christmas it was easier to be motivated by pleasure than health, because social events are non-stop. How weekends were the days of the week were health stopped being such a strong driver.

We decided to go deep with each interview, so we chose one, two or three persons of each driver. At the end, these people sometimes didn’t have a clear and constant driver, but instead two:

health and nutrition for example.

As a rule, people couldn’t be involved professionally with food or marketing, in order to avoid having biased interviewees. Each one of the interviews was recorded and transcript; we also took pictures of their fridges and kitchens.

It was important to know the whole story, from different points of view, not just believing what they were saying.

For example, someone mentioned they didn’t eat sweets of any kind, but had a chocolate ice cream in their fridge they failed to mention.

We asked them about what they eat during the day, because we needed to create a true user journey of each one of the profiles. Some of them were extremely speciﬁc, and told us their menu during each day of the way and how it changed on the weekend.

Another lived in a farm where they grew most of their food, and took us on a tour to see their orchard, the chickens and all the fruit trees that were planted on the farm.

Other was a foodie, and created his own recipe with peanuts, cranberries and sugar and was cool enough to cook it with us and share the delicious results.

Later on, weâ&#x20AC;&#x2122;re going to tell you about the important stuff they told us aboutâ&#x20AC;Ś but if you want to read the whole interviews, you can do in Attachments!

EXPERTS TOLD US THEIR SECRETS IN-DEPTH INTERVIEWS

As we already told you some pages ago, we had in-depth interviews with people who have a lot of influence on their communities, obviously related to food in some way. Why did we decide to interview people who were related professionally with food? We thought very important to look into the possibilities of the app from their point of view; being people so related to their communities and having so much experience of how people react to the food world, their comments and perspectives had a lot of weight. We had in-depth interviews, which we analyzed later on and tried to ďŹ gure out the patterns of behavior of people in general through the eyes of these influencers and experts.

KATHERINE SACKS

Food blogger situated in New York City. She’s a cook, with experience working in restaurants and naturally; she’s also a writer. Her blog is that of a complete foodie, and she has a lot of inﬂuence and followers in Twitter and directly in her blog.

LUDWIG CRAMER-KLETT: CEO of Food Contemporary Lab, situated in Berlin, Germany; this community of foodies are aware of the importance of the nutrition of the body but are protectors of the happiness of eating and sharing gastronomic moments with loved ones. This Lab has a restaurant and a showroom where they host food-related events.

JESSICA SMITH

Jessica is the community manager of Meal Sharing; she’s lives in Chicago and handles all the Meal Sharing community from there. Meal Sharing is an online community which believes home cooking is better, and gives the tools for you to arrange a meal at your home and invite people all around the world that are in your town; or if you’re someplace and want to meet people and eat delicious home cooking, you can book a dinner at someone else’s house.

UNVERPACKT:

Unverpackt is a package-free grocery store in Berlin, Germany. It was inaugurated less than a year ago and it has been a great success, especially in the neighborhood where families go with their own bottles, bags and cans to reﬁll from organic shampoo to vegetables and chocolates. Besides being a package-free store, they sell products that are mostly local and seasonal.

OKÖMARKT

Okömarkt is an organic market situated in Berlin, organized by Grüne Liga. It takes place at a park named Kollwitzplatz, every Thursday; you can see a lot of families having lunch there and making some grocery shopping. They sell from food to clothes and hats.

So, what's going on out there?

TRENDS

As weâ&#x20AC;&#x2122;ve said before, trends and user-analysis have been the basis of our research in order to reach our goals. Now, we will go on to explore the main trends we have selected to be more relevant to our project and our client. These are basically the biggest movements consumers are embracing in their food habits today and will continue to do so in the near future. Trends can be really nice to spot, but more so than this, what clients need to know is how to apply them and use them in their businesses. This is why we have looked at trends from a brand perspective, and chosen some innovative cases of what others have done to turn the cards to their favor.

THIRST FOR CONTROL The power-shift to the consumer enlarges the idea of a controlled, measured lifestyle.

People are in need of controlling what goes on in their lives. Knowing as much as possible brings a sense of comfort and assurance, and drives away fear. With the lack of time or resources, apps and devices have come to rescue this urge with information abundant products that help control our bodies, not only our lives. Allowing them to control as much as possible with lesser bearings. With this appealing to the mainstream, companies have enthralled their way to human tracking, and will look out to ďŹ nd the most direct, easy and fast way to do it.

Watch the video!

FRONT RUNNERS:

To bring even more precise information to consumers, Cue works directly with the body. Allowing to monitor health at a molecular level through a small at-home lab that analyzes samples for various health metrics. 26

The Apple Health App brings back the power to consumers, while helping them track and control their health right from their phone. 3

USERS TAKE A TINY SAMPLE OF BLOOD, SALIVA OR A NOSTRIL SWAB AND PLACE IT INSIDE THE CUE BOX. IT THEN ANALYZES THE SAMPLE AND PRODUCES DATA WITHIN MINUTES BY SENDING THE RESULTS TO THE USER’S SMARTPHONE.

-Yahoo

TELL ME MORE! People want to know what goes on with their food: from where and how it was produced to what nutritional information it has to offer. Full disclosure is the way to go for food brands and food retailers.

As more and more questions arise about animal maltreatment, GMO’s (glosario), processed food, work environment, food allergies, and new diseases, consumers are demanding to know much more about their meals and the food chain production. It’s not enough with ingredient lists and nutrition labels, people are every day more aware of the impact food has on their health and their day to day wellbeing. The concern for family members, especially children is higher than ever and transparency is one of the most valuable assets consumers appreciate

and relay on while purchasing. Consumers are tired of being fooled, so they’re taking the matter into their own hands. Brands have seen the growth of farmer’s markets, CSA programs, home agriculture, organic markets, etc. All alternative ways to get produce they trust. Consumers are learning from others, sharing their experiences and turning shopping and dining into a much more conscious and thoughtful process. They will engage with brands that prove integrity and ethics in their production.

CSA: Community Supported Agriculture. Network or association of individuals who have direct access to high quality, fresh produce grown locally by regional farmers. Members purchase a “share” of vegetables from a regional farmer.

FRONT RUNNERS:

As for other entrepreneurs, Restaurants in Canada are starting to add QR codes to their menus in order to give back more information about their ingredients, connecting customers to a social media site called Foodtree. 5

In the restaurants some big and small brands are thinking ahead, McDonald’s has a reputation to clean up and is offering information behind their process in various ways with their program “Our food, your questions.” 27

Whole Foods, a pioneer in trustworthy product sales, has fully committed to, by 2018, labelling all products containing genetically engineered ingredients in all of their almost 400 stores worldwide. 18

WE ARE PUTTING A STAKE IN THE GROUND ON GMO LABELING TO SUPPORT THE CONSUMER’S RIGHT TO KNOW. Walter Robb, Co-ceo of Whole Foods Market

ECO FOOD It’s not only about ingredients, it’s about everything. People are concerned not only about their wellbeing, but of others’, and the environment. Sustainable practices appeal to concerned customers.

As people fear the food industry, alternative practices and brands are everyday more popular. Convenience is not the only factor taken into account when it comes to food. It’s about the entire process from cultivating a seed, to working conditions, distribution methods, waste control, carbon footprint, water use, etc. The number of consumers concerned about these issues is accelerating, the priority is changing. It’s worth taking

more time, paying a bit more, helping out community members, encouraging local farmers and preferring local products, in order to guarantee quality produce and to feel a sense of pride by helping out the environment. The reality is brands and retailers who continue to ignore this will lean to disappear, as investors are demanding attention to this increasing movement.

FRONT RUNNERS:

Changers, an app that encourages green behavior while cycling, has come up with an idea to submerge in the world of alternative currencies. In this case green currency, the named Recoins. Users download the Changers CO2 Fit app which tracks the distances they travel by bicycle or public transport and translates kilometers travelled sustainably into Recoins, which can later be exchanged for gold standard CO2 Certiﬁcates. 41

Whole Foods has come up with yet another way to stay ahead and earn consumers’ trust. Their Responsibly Grown Program applies labels of “good,” “better,” or “best” to a number of fresh products that meet basic criteria for air, soil, water, and human health. This way encouraging and rewarding producers to create safer and more sustainable food. 18

McDonald's Stockholm has created another fun and good marketing move. It now lets consumers trade in bags of recycled cans for burgers. By attaching recycling bags to billboards, they appeal to the youth population and offers to trade the cans for food depending on the number of cans they hand in. 28

Investors of the biggest food and beverages brands in the world are pushing brands to do better, and have supported Oxfam’s Behind the Brands initiative which urges companies to do more to reduce social and environmental risks in their supply chains by scoring them. Oxfam announced its second update to the rankings showing small improvements companies have made to their policies. Companies including Nestlé, Unilever, Coca-Cola, Danone and General Mills have seen slight increases in their scores, though no company performs better than “fair” overall. 32

Oxfam

WE NOW ACCEPT CARDS, CASH, AND CANS. McDonald’s Stockholm

LET’S GET FOOD-FIT! It’s not only about what I do, it’s also about what I eat. Activity tracking is on outrage, but food-tracking is turning heads.

Fitness has grown to be more than just exercise. It’s about the healthy competition with your peers, the great feeling of belonging to a community and the excitement of sharing goals and achievements. The body is a temple. The need to control, quantify, and track this well-oiled machine is bigger than ever; and the satisfaction of letting other’s know, is an incentive. Nowadays, measuring calorie intake, number of paces, kilometers run,

- posting it on social media - it’s as easy common as ever. Apps and devices have sought to answer this urge by helping out that ﬁt-driven individual have more information of what his body has achieved, and more so, what his body is receiving. As food’s impact is fairly obvious, meal tracking is a main concern. Food’s role will continue to increase impact as we continue to learn its effects on our body’s performance, and as we are able to quantify it. 64

FRONT RUNNERS:

The well-known ďŹ tness tracking app, MyFitnessPal has kept their costumers loyal with an easier approach to food tracking. Not only is it tedious to search for every meal on their database, it may not be that precise. For this they have added bar code scanning to their features, helping to track better and faster every meal. To engage with college students, they have also partnered with Sodexo, this way guaranteeing nutrition facts directly from the source without having to guess. 13

Looking out to better beverage consumption habits, Mark One found a way to give back precise information in one the most common used objects in our daily basis, the cup. The result is Vessyl, a 13-ounce cup that recognizes any beverage you pour into it, displays its nutritional content, and syncs all your drinking habits to your smartphone. 16

Watch the video!

VESSYL AUTOMATICALLY KNOWS AND TRACKS EVERYTHING YOU DRINK. MyVessyl

HEALTHY LIVING It’s not only eating well, it’s being well.

The concern for a healthy lifestyle brings back all sort of issues. It’s not enough with knowing about what to do or no to do, what to eat or what not to eat, the main goal is reaching a balanced lifestyle. As consumers fear for food related illnesses, and learn the effects food may have in all type of diseases, they also sought to ﬁnd pleasure in moments

that may as well be harmless and rich in other aspects. Nutrition is only one, body health is another, but emotional stability is much more difﬁcult to come by. Feeling good comes from different ways, and the most successful user experiences are filled with all type of enticements.

FRONT RUNNERS:

McDonald’s once again rises to the occasion on their friendly campaign, Pay With Lovin’. Where customers get free meals is they agree to perform lovin’ acts, such as hugs, dancing, or calling someone and telling they love them. 28

Watch the video!

It’s not only about my well-being, it’s about others. Reaching out to the feel-good factor is a big persuader. “Foodtweeks helps people looking to decrease their calorie intake. Users tell the app what they’re about to eat and receive tips to reduce the dish’s calorie content. If the user says they followed the advice, Foodtweeks then makes a donation of the equivalent number of calories to a local food bank. In November 2014, the service had partnered with 55 food banks in the US.” –Springwise. 10

EVERY TIME YOU SAVE CALORIES, THIS APP DONATES THEM TO A FOOD BANK. FastCompany

CURE ME! Food as a cure is raising the bar as consumers embrace the power of natural over processed.

Superfoods have been around for a while and each year one comes up to be on top. Chia, Quinoa, Kale, all have had their time in the sun. The fear for consumer brands and pharmaceuticals have taken consumer back to basics, placing their trust on the original source. As people learn the benefits of different ingredients, or the combination of some, the knowledge has spread, itâ&#x20AC;&#x2122;s become accessible and food is everyday

more powerful. The interest for organic, bio, natural, as a result. The issue relays in the overwhelming amount of information; the interest can turn into an unhealthy obsession. Thus why more than learning the nutrients in food, consumers are interested in why and what for. Reactive platforms that break down and instruct the complexity behind, will appeal to the everyday user.

FRONT RUNNERS:

Boston-based NuPlanit connects meal tracking with nutrition advice, trying to reach out to those with the will of bettering habits. Apart from logging in meals, the program connects users with knowledgeable nutrition experts offering up sound advice and support when they most need it, ultimately empowering them to make sound, sustainable diet-related decisions. 43

For a more educated grocery shopping, Fooducate has come up with an app that scans bar codes and alerts the buyer on what it really has, offers alternatives, and compares them with other products. 12

EAT BETTER. LOSE WEIGHT. BE HEALTHY. Fooducate

SMARTER FOOD Itâ&#x20AC;&#x2122;s all about smarter choices. The more internet connected objects that help us cook, feed, eat, shop and track, the better!

We have heard of all-smart things, from the smartphone to smart cities. This certainly, has had on impact in all areas, even the way we eat, shop or relate to food. Consumers have been constantly fed on ways to do things faster and better, and our food nutrient app is exactly the case. With the rise of the internet of things, people will increasingly ďŹ nd an easier approach to everyday tasks, and more so, a fully informed connected way to do said tasks. But what consumers are even more inclined to, is to learn and do stuff that have a straight impact in their own wellbeing. Food for sure, is on the top of their minds. All related to assist oneâ&#x20AC;&#x2122;s well-balanced meal, healthy diet,

nutrition-based shopping, health-tracking, will be very well embraced. Convenience is the main driver of smart related products, as so are self-empowerment and fast knowledge. Consumers will look out for those connected technologies that will help nurture their food experiences. Internet of things: computing concept that describes a future where everyday physical objects will be connected to the Internet and be able to identify themselves and communicate with other devices.

FRONT RUNNERS:

In the home appliances department, MAID is an oven that makes cooking and baking at home much easier. It suggest recipes, learns your habits, and guides you through the entire process. 34

For quick healthy shopping the people from Rhea Vendors, have created The Luce X2 Touch TV vending machine. It uses facial recognition and customersâ&#x20AC;&#x2122; medical records to determine if they should be allowed to buy an unhealthy snack. 48

In the world of wearables, BitBite an indiegogo success story, is the ďŹ rst wearable device that helps you lose weight and improve your eating habits. 21

BITBITE, THE FIRST EAR-BASED DEVICE THAT AUTOMATICALLY TRACKS YOUR EATING HABITS AND HELPS YOU IMPROVE THEM WITH REAL-TIME DIETARY ADVICE. -BITBITE

FOOD AS A PARTY Food has become much more than just cooking and eating, the way consumers relate to food and food brands has evolved. Food as entertainment has reached newer and richer levels to engage with consumers and build brand. 3D printers have now led tech-enticed people to the kitchen and reality TV cooking shows keep on enlarging interest and inspiring home chefs. People are naturally motivated by result and progress, and consumers enjoy relating with products and brands in different ways. Being this the reason behind why gamification is one of brands favorite marketing strategies to increase customer loyalty. With the app movement, people ďŹ nd empowerment through their device, and augment reality is helping brands embrace user experience outside of

the physical world. Between what people ďŹ nd joy in, and what technology will allow in the future, searching for new ways to create ties with the audience will keep on escalating.

Watch the video!

Gamification: Application of typical elements of game playing (e.g., point scoring, competition with others, rules of play) to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service.

FRONT RUNNERS:

The well-known fast-food chain Mc Donald’s is ﬁghting for its reputation by inviting diners to immerse in their production chain with the help of augmented reality. TrackMyMacca app recognizes packaging, location, time, and date using the device’s camera to unlock a 3D animated display which takes customers thorough the journey of their meal and even connects with farmers in real time. 38

Getting kids interested in fruits and vegetables is quite difﬁcult, leFab Shop have created Open Toys, 3d printed parts that can be attached to fruits to make turn them into playful toys. A carrot becomes a cart, and a zucchini turns into a plane. 36

Starbucks has found in gamiﬁcation a successful way to increase customer loyalty. My Starbucks Reward is a program where players register through an application and every time they purchase a Starbucks product, they accumulate stars. Visits to a Starbucks store are awarded through an upgraded level. Examples of beneﬁts include: an extra cup of coffee, a birthday gift or even offers designs especially for the customer. 7

MCDONALD’S APP USES AUGMENTED REALITY TO TELL DINERS WHAT IS IN THEIR MEAL. -DMR

LET’S COOK & SHARE! It’s all about sharing. Publishing personal accomplishments and food related moments is on the rise.

Learning to cook, ﬁnding new recipes, picking a new restaurant, ﬁnding a nearby grocery store is undeniably easier now than it has ever been. But it doesn’t stop there. People have the urge to share their achievements, share their knowledge and opinion, with their friends and family and even more, with people that share the same interests. Apps and blogs have empowered people to become home chefs, culinary experts, food critics, and even social media celebrities. People will continue to

share while there is an audience to share it with and feel signiﬁcant, and some consumer brands have used this information to get to know their audience and aim their target accordingly. Apps and websites will continue to be our right-hand-guy when it comes to cooking and dining, but with new apps and websites coming up every day, those who help build relationships, share opinions, entice healthy competition and create success stories will be ahead of the pack. 84

FRONT RUNNERS:

Key Ingredient, the widely known website to share recipes has been looking out for ways to keep their audience interested and loyal. Theyâ&#x20AC;&#x2122;ve come up with their own recipe tablet, advertising it to be the #1 kitchen-safe recipe reader. It is heat and water resistant and has text-to-speech technology, alongside other typical tablet features. 50

As for client nurturing, Knorr Brasil learned Brazilian meals are often family recipes passed on through generations, so they have used Twitter to engage directly with their clients and market their products. Receitas de Familia scheme, lets anyone snap a picture of a handwritten recipe, tweet it to @KnorrBrasil with the hashtag #receitasdefamilia, and the Knorr Team will have it turned into a typographic instructional poster. 40

RECEITAS DE FAMILIA SCHEME, LETS ANYONE SNAP A HANDWRITTEN RECIPE TO HAVE IT TURNED INTO A TYPOGRAPHIC INSTRUCTIONAL POSTER. -Yahoo

FOODIE CULTURE Foodies are the new fashionistas. Home cooks are the new chefs, and food bloggers the new food critics.

With the power of social media foodies, those with a fond love for food and food related experiences, have encounter new ways to share their knowledge and interest with others. Food is not only about eating, thereâ&#x20AC;&#x2122;s an inherited social element attached to it that brings out consumers motivations. A respect for quality products and quality

experience has moved their attention away from the mainstream food, to the more refined experiences. This movement appeals to younger demographics, who with the help of internet, apps and social media have taken over the system placing reviews, Insta-celebrities, bloggers, and celebrity chefs as their top source of advice.

FRONT RUNNERS:

Food52.com launches as a social network for people in love with food. For more than just recipes, founders look to bring the ofďŹ&#x201A;ine experience of cooking and dining to the digital world. A one-stop shop, from the recipe, to table linins, to kitchen utensils, and even for advice on how to host a dinner.

As the power shifts to hands of the consumer, Austria-based startup, have come up with Experience Fellow, a smart software for help service companies stay ahead. Customers document their experiences with the app, and companies view and analyze their data with a web-based software.

1 Watch the video!

FOOD IS THE NEW FASHION. I HAVE NOTICED A SHIFT IN THE ROLE THAT FOOD PLAYS IN OUR LIVES AND IN OUR CULTURE. FOOD HAS BECOME MORE THAN ONE OF LIFE'S GREAT PLEASURES. IT HAS BECOME A SIGNIFIER OF STYLE, TOO. Martha Stewart

The four main drivers Health driven Nutrition driven Fitness driven Pleasure driven

ANALYSIS

THE FOUR MAIN DRIVERS (OR AS WE LIKE TO CALL THEM: FOOD ATTITUDES)

After everything that our interviewees told us about their food habits, we realized that what we thought were profiles (health seeker, fit single, nutrition vigilant and the reluctant) aren’t actually profiles but attitudes. We know that even if every person has normally a more pronounced driver, he/she can’t be framed into only one profile. For example, a person who during the week is driven mostly by nutrition can shift into a more pleasure driven person during the weekend when he/she goes for dinner and drinks with friends. Or a fitness driven person who works out a lot during the week and consumes only light products during some weeks, can stop working out so much during the holidays and instead eat desserts without caring about calories. Those are just some examples; the point is that our motivations for choosing what we eat evolve depending on many factors and affecting willpower. What factors, you ask? Days of the week, time of the day, health symptoms, vacations, social events and many more. So we translated the four profiles we did at the beginning into big drivers, where each one of them have several sub-motivations. Although each user has a main driver which is present in most of their gastronomic moments, these drivers mix depending on the moment and in some cases the main driver is replaced by one of the other three. We identified certain type of people for each of the drivers, although it’s important to mention this is flexible and actually we never defined age, gender, profession or any other kind of demographic for each of these big drivers; because we determined it wasn’t relevant for our user research and analysis.

HEALTH DRIVEN These are people who suffer from certain disease or condition such as: diabetes, lactose intolerance, gluten intolerance, hyper/hypothyroidism, food allergies, or any other condition or disease that has to do with food. These are people who use food as a way of healthy living and preventing symptoms of conditions theyâ&#x20AC;&#x2122;ve already suffer from.

SUB-DRIVERS Cure illness Keep health Well-being Find delicious food substitutes

FEARS

Get sicker or develop another disease Allergies/ intolerances Lack of options in restaurants, products, etc Lack of information and trust in the information given Canâ&#x20AC;&#x2122;t eat what they like

EXAMPLES Pregnant women Elderly Recent moms Sick people

NUTRITION DRIVEN Unlike the health driven people, these are healthy people who are trying to avoid being sick by good nutrition. They care about what they put into their bodies, where their food comes from, the nutrients in each food. These are the people, who like to buy organic food and know about nutrients and nutrition labels. They normally want to be healthy when theyâ&#x20AC;&#x2122;re older, or are simply motivated by feeling healthy.

SUB-DRIVERS

FEARS

Sense of control Health Well-being Find products or shops they trust Learn about good nutrition Cooking Prevention

Getting sick Not knowing what a product has Social events where they lose control over what they eat High prices in certain products Gaining weight Lack of options

EXAMPLES Athletes Sporty man and women Sons or daughters of sick people

FITNESS DRIVEN These are the people who live in the fitness world, whether itâ&#x20AC;&#x2122;s a gym or a sport and purchase non-fat, diet products at the supermarket. These people keep control of their calories, proteins, carbs intake; their body and appearance, are their main focus.

SUB-DRIVERS

FEARS

Looking good Being ďŹ t Tribe belonging Exercise/ sport Control

Not looking their best Gaining weight Calories Lack of time for exercise Bad nutrition Social events Not belonging

EXAMPLES Personal trainers People who live off their image

PLEASURE DRIVEN These are the majority of people, who are driven by the pleasure of eating. They don’t care about calories or the origin of their food; they take decisions of their gastronomic moments based on what they crave. They are prepared to pay a lot for food they like; but they hate to pay high prices for food they don’t enjoy. The pleasure driven gastronomic moments are normally those people say they feel more happy in the short term.

SUB-DRIVERS

Pleasure Skepticism Time Budget Convenience

FEARS High prices for bad food Food they don’t like

EXAMPLES Students Ofﬁce employees Almost anyone

Our incredibly useful maps

ANALYSIS

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OUR

INCREDIBLY USEFUL MAPS

By this point we had all this yummy information about what people eat and shop, but how to make sense out of all of this? With amazing feedback from our client, we created these wonderful maps that have been an incredibly useful tool in order to analyze all those results we had. It was especially helpful to analyze the gastronomic moments and organize the drivers, because as we just told you, the drivers of each moment have proven to be the most important connector between these moments. This map is such a useful tool because it’s extremely visual and this makes it easier to analyze and draw conclusions.

SOME CARL JUNG THEORY So, when we met with our client he started telling us about Carl Jung and his theory on psychological types. We then started researching a little bit more on the theory and found out that he said that when we are awake and using our minds, we alternate between taking in information and making decisions in our external and internal worlds. Based on this core idea, Jung identiﬁed eight patterns for describing the process on these mental activities; he called them function-attitudes or the eight mental processes. By combining the opposite pairs of attitudes and functions, he created these patterns. For the creation of our maps (and the sake of your time), we’re going to explain the four attitudes that served as a base for our two axes. Both pairs are opposites, and these four functions serve as a compass. 29

EXTRAVERSION-INTROVERSION: These two are the opposite ways in which adapt to, or orient ourselves to, the world. Extraversion refers to our external world; our energy moves toward the outer world of things, places and people. In the other hand, introversion refers to the inner world of thoughts and ideas inside of us: our energy moving towards the inner world. When reading this, it maybe seems obvious; our preferred energy attitude is such a core part of our personality and we alternate between these two attitudes every day, back and forth as our needs ﬂuctuate.

INTUITION INTROVERSION

EXTRAVERSION SENSING

SENSING-INTUITION: Jung knew that extraversion and introversion couldn’t be the only two variables that explained the behavioral differences between people. So, he identiﬁed two opposite mental functions we use to take in information or Perceive: Sensing Perception and Intuitive Perception. The ﬁrst is collecting concrete data using our five senses. And Intuitive Perception is the process by which we make connections and infer meanings beyond our five senses. After this, Jung conceived two more opposite mental functions that we use to make decisions, or what he called the Judging functions of Thinking and Feeling. Thinking Judgment is the process of evaluating information by applying logical and objective criteria. In the other hand, Feeling Judgment is evaluating information by considering what’s important to you and me.

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HOW TO READ ONE

This all Carl Jung talk is very interesting… but so what? We translated them into two relevant axes.

PLEASURE

Example: someone who orders a pizza at home to watch a movie on a Sunday night is located in the quadrant of self driven and pleasure; this is what you maybe know as a guilty pleasure.

In this extreme we have Feeling, which is the sensitive and intuitive way of taking a decision, and this became pleasure (opposite of nutrition).

Example: a beer with friends is in the quadrant of social driven and pleasure.

Icon: symbol of where it takes place.

SELF DRIVEN

SOCIAL DRIVEN Extraversion became social driven.

Introversion was translated into self-driven and extraversion became social driven. Why? We needed them to be relevant for the gastronomic moments and with our previous research, we found that people take different decisions depending on whom they’re with: themselves or other people.

NUTRITION

And then, we translated intuition-sensing (but more specifically the Judging functions of Thinking and Feeling) into pleasure-nutrition. Thinking became the rational way of taking a decision, which converts to nutrition.

So, to sum up we have two pair of opposites that form two axes. Social driven versus self driven, and pleasure versus nutrition. What we did was take the four user journeys our interviewees told us about, and place their gastronomic moments in the map in order to see how they behave in the quadrants. First, we’re going to put the trends in the map, then go by each one of the four user journeys separately; and finally we’re going to see all the user journeys plus the trends together in order to analyze the movements altogether.

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As you can see, we placed each one of the trends in the map; you can notice some are bigger than others because we made them that way according to the extent of this trend in real life. Like for example EcoFood is a trend followed by more people than Smarter Food, which has a still-small market size. You can see trends that have to do with fitness, health and eco are located more

TRENDS

HEALTH DRIVEN

NUTRITION DRIVEN

in the side of the axis of nutrition more than pleasure. And in the other hand, foodies and games are high in the axis of pleasure. For example, EcoFood and Let’s get ﬁt are two trends that although they’re about good self-nourishment and well being, they’re deﬁned by people wanting to belong in a tribe, that’s why they’re both slightly oriented more towards social driven.

FITNESS DRIVEN

TRENDS

PLEASURE DRIVEN

PLEASURE

FOOD AS A PARTY FOODIE CULTURE

SMARTER FOOD LET’S COOK AND SHARE

SELF DRIVEN

SOCIAL DRIVEN

THIRSTY FOR CONTROL

CURE ME! LET’S GET FOOD FIT

ECO FOOD

HEALTHY LIVING TELL ME MORE!

NUTRITION

In this map, you can see gastronomic moments of our health-driven users. It’s no surprise there more in the lower left quadrant; good nutrition is deﬁnitely an important factor of their decisions and they’re driven by themselves to accomplish this. But still, we can see how some of their gastronomic moments are completely pleasure-driven because they’re moments that have to do with social events, and sharing and enjoying a moment.

HEALTH DRIVEN USER-JOURNEY

TRENDS

HEALTH DRIVEN

NUTRITION DRIVEN

FITNESS DRIVEN

PLEASURE DRIVEN

PLEASURE

Lunch out

SELF DRIVEN

Drink with friends

Dinner with friends

SOCIAL DRIVEN

Supermarket shopping Diabetic restaurants

Diabetic shopping

Weekend cooking

Dinner at home

Breakfast at ofﬁce

NUTRITION

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TRENDS

The gastronomic moments of the nutrition driven users are located mostly on the two lower quadrants, which mean they are thought for a good and balanced nutrition. Once again, we can see how the more pleasure driven moments are completely social driven. This user has a lot of social driven moments taking into account maintaining a good nutrition. We can see how this user has speciﬁc moments, which aren’t all that usual, such as taking the time to look for information online or taking online courses to learn about nutrition and good nourishment; super self driven. Another peculiar example is the online organic shopping, where the store has the food delivered to your front door.

HEALTH DRIVEN

NUTRITION DRIVEN

FITNESS DRIVEN

NUTRITION DRIVEN USER-JOURNEY

PLEASURE DRIVEN

PLEASURE

Drink with friends

Cooking for friend’s birthday Dining out with friends

SELF DRIVEN

SOCIAL DRIVEN

Supermarket shopping

Family dinner Exercise

Learning about nutrition

Family lunch

Light breakfast at home

Online organic shopping

Farming at home

NUTRITION

Local shopping

We noticed how the fitness driven users have extreme gastronomic moments; either they’re self driven and in the side of nutrition and thinking, or they’re completely pleasure and social driven. Although, it’s important to mention how the ﬁtness tracking has a very social driven nature, because it involves belonging and sharing your results, that’s why you can see it almost in the middle of both self and social driven axes. Although this is a user who has more self driven and thinking decisions, which is a good potential zone for the food nutrient app.

FITNESS DRIVEN USER-JOURNEY

TRENDS

HEALTH DRIVEN

NUTRITION DRIVEN

FITNESS DRIVEN

PLEASURE DRIVEN

PLEASURE

Drink with friends

SELF DRIVEN

Dining out with friends

SOCIAL DRIVEN

Supermarket shopping Exercise

Fitness Tracking

Healthy breakfast

Go to the nutritionist Food weighing

Online shopping

NUTRITION

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107 As you and us expected, all of the moments of the pleasure driven users are located in the pleasure driven side of the map, as the name suggests (duh!) pleasure is their main driver. So, either it’s social or self driven, they’re all in the two upper quadrants. Most of the moments are self driven, such as cooking at home or ordering a pizza to eat at home; few moments (but extremely relevant) are social driven, which are cooking classes and searching recipes. Both of those activities take a lot of involvement that’s why they are so relevant in order to think about some business opportunity in that area.

TRENDS

HEALTH DRIVEN

NUTRITION DRIVEN

FITNESS DRIVEN

PLEASURE DRIVEN USER-JOURNEY

PLEASURE DRIVEN

PLEASURE

Takeout Sunday

Supermarket shopping

SELF DRIVEN

Lunch at restaurant Cooking at home Breakfast while driving

Cooking classes

Coffee while working Digital shopping list

Lunch at ofﬁce

NUTRITION

Searching recipes

SOCIAL DRIVEN

Now, we can do some more analysis by putting all the user journeys together and adding the trends to see the impact of each one. We can see how ﬁtness, health and nutrition driven users are situated in the lower left quadrant; pleasure driven is the master of the upper left quadrant. This proves what we said in those canvases we did at the beginning (remember?), when we chose three users that we thought would be interested in using this app and one potential user that we thought wouldn’t be very likely to use the app. We can see some moments all users share, such as supermarket shopping; three of those are almost exactly in the same place of the map (lower-left), except for the pleasure driven supermarket shopping which differentiates from the others because of the products they buy, how they choose them and what information they

COMPARISON

TRENDS

HEALTH DRIVEN

NUTRITION DRIVEN

look for at the time of purchase. By overlapping all this information, we can see which moments are parts of a trend and which users have more moments in which trend. For example, farming at home is obviously a moment that ﬁts into the EcoFood trend. Another example, is a person with diabetes that goes to special diabetic products store is clearly part of the Cure Me! trend. Also, overlapping all this information starts to point the zone where the opportunities are, we can see that the clear zone where there’s an opportunity zone is the lower left side, where nutrition is important and it’s a self driven zone. There are a lot of moments in this area where this app could be used because people are thinking about their nutrition and need accurate information about their food. In this area, the only non-active user is the

pleasure driven. But we can see how in the upper right quadrant, where pleasure is the main driver and it’s a social driven area, the four users have significant moments. But the interesting part of this is that all the moments of the health, fitness and nutrition driven users take place in a context where they don’t want to worry much about their nutrition, so their strongest moments are still in the lower left quadrant. But not with the pleasure driven! This user has very significant moments (mostly foodie moments) in this upper right quadrant, where we could find interesting opportunities in order to reach this pleasure driven people. We think that’s the safest window of opportunity for the pleasure driven users. Because, as we have repeatedly said, the health, fitness and nutrition driven users have a much bigger and more clear opportunity zone than pleasure driven users.

PLEASURE DRIVEN

FITNESS DRIVEN

PLEASURE

Drink with friends Cooking classes

FOOD AS A PARTY Lunch at restaurant

Takeout Sunday

Supermarket shopping

SELF DRIVEN

Cooking at home Lunch out Breakfast while driving THIRSTY FOR CONTROL

Supermarket Supermarket Supermarket shopping shopping shopping Diabetic restaurants

Diabetic shopping CURE ME! Go to the Learning about nutritionist nutrition TELL ME MORE!

Coffee while working Digital shopping list

Lunch at ofﬁce

Exercise

SMARTER FOOD Fitness Tracking

FOODIE CULTURE

Cooking for friend’s birthday

Drink with friends

Drink with friends LET’S COOK AND SHARE

Dinnerout with Dining friends with friends

Family dinner

Searching recipes

SOCIAL DRIVEN Family lunch

LET’S GET FOOD FIT

Light breakfast Healthy at homebreakfast Weekend cooking Dinner at home HEALTHY LIVING Online organic Food Online shopping weighing Breakfast at ofﬁce

ECO FOOD Farming at home

Local shopping

NUTRITION 108

Some thoughts...

INSIGHTS

IN SIGHTS So ﬁnally, after everything we’ve told you, we needed to draw some ideas and patterns we’ve noticed during the whole process of research. These seven insights you’re going to read, are accompanied by some relevant quotes we extracted from experts and users interviews.

- Press Manager Gruene Liga Berlín.

We thought it’s nice and clear to see it exempliﬁed with the own words of our interviewees; even though it’s fair to mention that these insights were drawn not only from what people told us, but from the whole process: net hunting, ethnographic observations, interviews and all the research methods we used.

People change constantly their attitude towards food depending on their motivation.

- Ludwig Cramer-Klett -

Contemporary Food Lab, Berlín.

“If I have a kind of routine in my food habits? Well, I should have my food routine really well deﬁned. That’s what helps diabetics to have a good control of their values. The problem for me starts with the weekends and all the unpredictable events…”

- Gonçalo Milheiro Portugal.

“I have phases. Sometimes, like right now, I’m in a super healthy phase.”

- Laura Xirinachs-

Profesora yoga, Barcelona.

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People are constanly placing pleasure, convenience, time and budget over nutrition.

-Katherine Sacks.

Food Blogger NYC / Berlin

“You still have people that just don’t care about the quality of their food, they go to the cheaper way like usual supermarkets or fast-food.”

- Press Manager -

Okomarkt Gruene Liga. Berlin

“I buy my food in the grocery store because it’s cheap and I am broke.”

- Press Manager -

Okomarkt Gruene Liga. Berlin

"I think food its far more complex than just looking into what chemicals are inside and then deciding if it is or not good for me. In spite of the fact biologically something is not good for our bodies, we still need to do it. Somehow the positive effects outweigh the negative effects."

-Ludwig Cramer-Klett

CEO at Contemporary Food Lab Berlin, Germany.

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Nutrition, fitness, and health are the biggest drivers of the early adopters.

- Jessica Smith -

Community Manager at Meal Sharing, Chicago.

“I think there would be a lot of people interested in the app, people that are concerned about eating healthy, losing weight or people that may have deﬁciencies and need to ﬁnd more food with a certain nutritional background.”

- Katherine Sacks -

Food Blogger NYC / Berlin

“When I eat healthy, I feel so much better. I feel light and with a clear head when I eat better.”

- Laura Xirinachs-

Profesora yoga, Barcelona.

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There is an increasing movement towards demanding more information about the food chain, production, transportation, distribution, animal treatment and work conditions.

- Jessica Smith -

Community Manager at Meal Sharing, Chicago.

“People's rights are being violated by several companies and some of these people want better information about their food, specially the origin and quality.”

- Press Manager -

Okomarkt Gruene Liga. Berlin

"You start being aware of how they treat animals, the cruelty is incredible. I realized I didn't want to be part of it."

- Ana Cecilia Arguedas Landscaper, Costa Rica

"I don’t really think people have so much trust in food industry, there’s maltreatment of animals, and people are quite aware of this issue, people care about it."

-Ludwig Cramer-Klett

CEO at Contemporary Food Lab Berlin, Germany.

"In the US you have to be cafeful and read everything, a lot of food contain the so called "natural ﬂavors", with this you don't really know what you are eating"

- Jessica Smith -

Community Manager at Meal Sharing, Chicago,

Helping others improve their quality of life and being part of a community that cares for food quality and sustainable production, are becoming important factors in the way people shop or obtain their products.

- Ana Cecilia Arguedas Landscaper & Health coaching student, Costa Rica.

“The idea of a neigborhood working together is very good for the community. The number of people involved in this phenomenon is increasing. People are starting to change, there’s a tendency for another way of life.”

- Press Manager -

Okomarkt Gruene Liga. Berlin

"Many of the Meal Sharing Community members participate in CSA and shop at the farmer's markets for local product."

- Jessica Smith -

Community Manager at Meal Sharing, Chicago,

"I am really into CSA (Community Supported Agriculture), you pay in advance so farmers know they’ll have money, which is the good for the farmer and you are getting fresh fruits and vegetables from a farm you have a relationship with. I even got to work on the farm"

- Katherine Sacks -

Food Blogger NYC / Berlin

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Freshness, expiracy dates, ﬂavor proﬁle, cooking and eating tracking are the main interests of pleasure driven potential users.

- André Kelso -

Graphic Designer, Costa Rica.

"It would be pretty awesome if I could track my recipes, sometimes I am changing the way I cook something, and it would be really helpful if I could keep track of it for further ocasions."

"I would deﬁnitely use it if would determine how ripe something is.”

- André Kelso -

- Addison Rehman -

Graphic Designer, Costa Rica.

Student Maryland, USA.

"I think it would be important that the app helped you track what you eat, and that it can tell you if you are in line, if you’ve had enough time to get rid of certain unhealthy things, or rather tell you to be careful "you’ve had too much processed cheese lately", for example."

-Ludwig Cramer-Klett

CEO at Contemporary Food Lab Berlin, Germany.

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People that are into nutrition are very well informed, are well read, are familiar with nutrition labels, know what and why to eat it. However, the large majority do not have this knowledge, or have been misled.

- Paula Giraldo -

Advertising production, Colombia.

"Nowadays there’s a lot of people who are being brain washed by the natural scientiﬁc bio chemical perspective of our existence, we have to know every single nutrient, we have to avoid this and that, this is a complete obsession and this is not making you happy, actually it's making you unhappy."

-Ludwig Cramer-Klett

CEO at Contemporary Food Lab Berlin, Germany.

“I guess it might be nice to know a little bit more about the food I am consuming.”

"I would say I am personally interested in what is in my food, more than average. I am really into researching online, reading good magazines and books."

I've taken many online courses, so I have a pretty well understanding of nutrition labels. I know what to look for and what to be aware of."

- Addison Rehman -

Food Blogger NYC / Berlin

- Katherine Sacks -

- Ana Cecilia Arguedas -

Student Maryland, USA.

Landscaper, Costa Rica

How will gastronomic moments look like with The Food Nutrient App?

CONSUMER HABITS FORECASTING

NEEDS:

Tracking calorie, protein and carbs intake.

FITNESS DRIVEN

DRIVERS:

Action: Scanning canned corn nutrition label with MyFitnessPal App. Beneﬁts: save time in physically logging in information. Disadvantages: The information gathered isn’t based on the product, but of what others’ have ﬁlled based on the package.

Lack of time; Low budget; Proximity to the place.

Name: Esteban Molina Age: 24 Contry: Colombia Occupation: Student

Lifestyle: Living with friends, eating alone very often, cooking often, going to gym daily. Commitment: Personal.

TODAY, WITHOUT THE FOOD NUTRIENT APP:

IN THE FUTURE, WITH THE FOOD NUTRIENT APP: PLACE: Supermarket.

Action: Scanning fresh corn without package, directly on product. Beneﬁts: The information gathered is based on the product’s organic matter.

Related Trends: Let’s get food-fit Tell me more! Thirst for Control, Smarter Food

NEEDS: Tracking sugar level. Avoiding products high in sugar and substitutes. Finding alternative products.

HEALTH DRIVEN

DRIVERS:

Product distrust; Health risks; Lack of information.

Name: Gonçalo Milheiro Age: 22 Contry: Portugal Occupation: Student

Lifestyle: : Diabetic, Living with mom and brother, eating together often, no cooking. Commitment: Personal.

TODAY, WITHOUT THE FOOD NUTRIENT APP: Action: Eating a sugar-free chocolate bar bought for the ﬁrst time. Beneﬁts: After trying it out, he is able to make a decision of either eating it again or not. Disadvantages: He has to wait until his body has digested the chocolate bar. He has to keep track by memory the result. The chocolate bar turned out to have substitutes for sugar and made him sick.

IN THE FUTURE, WITH THE FOOD NUTRIENT APP: PLACE: Home.

Related Trends: Healthy Living, Cure Me, Tell me More! Thirst for Control, Smarter Food

Action: Directly scanning the chocolate bar for sugar level analysis. Getting a warning about its high levels. Receiving alternative options. Beneﬁts: He avoided the risk and found a better choice. He keeps track of his sugar levels and the products his able to eat. 121

NEEDS:

NUTRITION DRIVEN

Name: Ana Cecilia Arguedas Age: 53 Contry: Costa Rica Occupation: Mom, landscaper and health coaching student Lifestyle: Living with friends, eating alone very often, cooking often, going to gym daily. Commitment: Personal/Familiar.

Healthy eating. Personal and family well-being. Fresh produce. Knowing where the food comes from. Supporting farmers and small entrepreneurs in the community. Direct relationship with production and ingredients.

DRIVERS:

Distrust in the food industry. Concern for animals and workers. Concern for the environment. Illness prevention. Feeling well by helping others.

PLACE: Grocery Store.

TODAY, WITHOUT THE FOOD NUTRIENT APP: Action: Choosing between two different brands of packaged beans based on packaging nutrition labels and ingredient list. Beneﬁts: Both are from known brands she trusts. Disadvantages: Nutrition labels are confusing and she doesn’t understand the difference between both.

IN THE FUTURE, WITH THE FOOD NUTRIENT APP: Action: Scanning both packaged beans based on the organic matter. Beneﬁts: No need to read the labels, Ana Cecilia receives in her smartphone a clear and easy to read comparison between both brands, telling her which is richer in ﬁber, protein, antioxidants.

Related Trends: Eco Food, Healthy living, Tell me More! Smarter Food

NEEDS: Checking how fresh an avocado is. Fast cooking. Fast learning.

PLEASURE DRIVEN Name: Addison Rehman Age: 25 Contry: USA Occupation: Student

Lifestyle: Living with friends, eating alone very often, cooking often, going to gym daily. Commitment: Personal.

TODAY, WITHOUT THE FOOD NUTRIENT APP: Action: Testing the ripeness of something by touching and looking at it. Disadvantages: Lack of assurance; possibility of getting the wrong item.

DRIVERS:

Lack of time, low budget, no knowledge about fresh produce, search for the best ﬂavor possible.

PLACE:

IN THE FUTURE, WITH THE FOOD NUTRIENT APP: Action: Scanning the product in the moment to analyze its ripeness. Beneﬁts: Quick and easy choice.

Convenience Store.

Related Trends: Tell me more, Let’s Cook and Share, Food as a Party, Smarter food.

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The all-in-one experience Customized lifestyle Consumer empowerment Consumer attitude analysis tool

SCENARIOS AND OPPORTUNITIES

SO, WHAT DOES THE FOOD NUTRIENT APP HAVE TO DO TO STAY ON TOP?

HERE ARE SOME POSSIBILITIES.

SCENARIO #1

THE ALL-IN-ONE EXPERIENCE As more and more ideas come up, new wearables coming out every day, people look out for the all-in-one experience, as dealing with several devices can be quite of a hassle.

SMART PHONE ALLINONE

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Consumers are looking for a way to facilitate their daily habits or daily needs. The all-in-one experience is always a better choice, it’s easier to carry and manage one thing, than several. Reason behind the interest for mobile payment. As big brands drive the market, smaller brands are thinking ahead to stay in the game. Smartwatches are threatening the survival of wristband trackers, but rather than gaining an adversary, Jambone –wristband ﬁtness tracker– is planning to find allies. After Apple’s iWatch announcement, Jawbone posted on its ofﬁcial blog: "The entry of Apple into the wearables, or to be more specific, smartwatch market, is good news for us because it is another device that will connect to our UP system."

But if you already have the tracking sensors in the watch, the platform in HealthKit, and the app in Health, why would anyone want a middleman? -Mashable

OPORTUNITY

Make strategic allies with well-known consumer brands to incorporate the Food Nutrient App technology. Selling by bigger numbers and partnering with consumer trusted brands.

Allowing brand differentiation on user experience and earning higher loyalty.

CASE-SCENARIO: Imagine going to Whole Foods Market and ﬁnding a nutrient scanner right next to the fresh produce section. Customers can scan fruits and vegetables –or any other product– and proof their transparency commitment and product quality. TRENDS: Tell me more! // Thirst for control // Food as a party // Smarter Food 127

SCENARIO #2

CUSTOMIZED LIFESTYLE Consumers don’t want to waste time ﬂipping through apps learning what they should eat, they want to be encouraged, not threatened. Finding alternatives for nutrition or health driven people can be very frustrating. Once they read the nutrition information, it will still be pretty confusing. Bearing down to the point of: May I eat this? Will this make me sick? More than information, consumers want advice. Till now it has been mostly a trial and proof method. People realizing something has proven to be harmless, and even making them loyal to certain brands or markets they trust.

Often I have problems with information they put on labels, like chewing-gums or sweets. They are supposed to be sugar-free but in the end it’s full of other substitutes. What I’m obligated to do now is try it on and adjust the quantity for next time. – Gonçalo Milheiro. Diabetic.

But in the other hand being told what to do or what is not good or right, is even worse. Consumers may want to track and learn better habits to live better, but they still want to live. As we have stated before pleasure takes up a big piece of food related decisions.

“I think it would be important that the app helped you track what you eat, and that it can tell you if you are in line, if you’ve had enough time to get rid of certain unhealthy things, or rather tell you to be careful, you’ve had too much processed cheese lately, for example.” -Lugwig Cramer-Klett CEO of Food Contemporary Lab.

OPORTUNITY #1

Be proactive. The Food Nutrient App should serve as a friendly advisor, encouraging good habits and even rewarding the non-obsessive behavior with enticements. Praise your customer, and guide a healthy lifestyle. Consumers will ﬁnd a friend they understand rather than a menace.

Consumers will feel a personalized treatment they can conﬁde it.

Consumers will be encouraged to share their achievements.

Find out your consumers concerns, and build a better product.

Stand out with an approach that engages and win over their loyalty over a longer period of time, not only the early curious stage.

CASE-SCENARIO:

You’re going out to dinner with your friends, and you run it by the Food Nutrient App. Receive an approval “you’ve been quite responsibly lately, how about that chocolate cake? Enjoy!”

You’re at the grocery store and ﬁnd a new brand of rice, and you run it by the Food Nutrient App. Receive a healthy advice “this rice is rich in iron, and starch. Good for your blood ﬂow and energy, cook it in boiled water and have up to two cup servings next week.”

TRENDS: Healthy Living // Cure Me! // Let’s get ﬁt // Let’s cook and share // Smarter Food // Thirst for control 129

OPORTUNITY #2

Be the right hand while cooking. Help home cooks track their recipes, any changes to better up a recipe or suggest alternatives for healthier meals. Cooks will be able to repeat a recipe without having to guess how they’ve done it before.

Cooks can ﬁnd alternative ingredients to cook their favorite meals and still enjoy them.

Get known on social platforms and appeal to the food enthusiast.

Create a community of support based on similar needs and interests.

Consumers can share their new ﬁndings and trade feedback from a community.

CASE-SCENARIO:

You are cooking your signature lasagna, but you are lactose intolerant. Scan your alternative ingredients with The Food Nutrient App and get suggestions on what you should use to avoid any trouble.

rec

You are trying out a new recipe from grandma’s old cook book. You add new spices and change some measurements. Scan the entire process with The Food Nutrient App and save it for future occasions.

TRENDS: Foodie Culture // Healthy Living // Cure Me! // Let’s get ﬁt // Let’s cook and share // Smarter Food 130

SCENARIO #3

CONSUMER EMPOWERMENT Power is in the hands of the beholder. Consumers will take the lead on certifying brand image and brand quality.

Guiding Stars is a nutrition guidance program that rates the nutritional quality of food using information from the Nutrition Facts Panel and the ingredients list. 15

With smartphones and social media, brands are concerned for their reputation. Itâ&#x20AC;&#x2122;s no longer a quiet game, and consumers are demanding more and saying more. Food labels are confusing and there are several ideas as for making them better and easier, but still this relays on a third-party rating, rather than a community built rating system. They also relay on packaging and what brands say. This is mainly because ideas as Guiding Stars, are the one reading the nutrition labels, and breaking down the information to consumers by placing a sticker on packaged goods. While this is a great idea, it is hold to the fact that theyâ&#x20AC;&#x2122;re the ones rating, and they have to physically offer the system to retailers. If ratings are made by people you know, of products you buy, in whatever store near you, the power shifts to you.

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OPORTUNITY Just as Trip Advisor or Booking.com took its toll on the hotel business, with user ratings to be the prime source of trustworthy knowledge, The Food Nutrient App will empower users by rating products and brands based on user experience. And not only this. It will rate based on the organic reading, not the packaging. Essentially we advise the rating to cover three aspects: NUTRITION

FLAVOR

PRICE vs QUALITY

Consumers will have transparent information right from the source, not the packaging.

Consumers will make their own judgment, review and obtain others reviews as well.

Learn more about your customer and hold the information brands will want and need.

Extend your reach while this opportunity is not region fixed.

Consumers won’t be held to speciﬁc third-party database, but rather a familiar approach that will grow with time.

CASE-SCENARIO: You are at work, you head down for a snack to the cafeteria and find a vending machine full of cereal bars and other packaged goods. Take out your Food Nutrient App and scan you’re most appealing three choices. It turns out that the first one has overall score of 4/5 but the second one rates higher on nutrition and lower on price, and the third one rates 5/5 on flavor, and 1/5 in nutrition. Now you are able to make a well-informed decision. Make your choice and review!

1 2 3

CHOICES

TRENDS: Healthy Living // Cure Me! // Let’s get ﬁt // Let’s cook and share // Smarter Food // Thirst for control 132

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IN OTHER AREAS OF BUSINESS

CONSUMER ATTITUDE ANALYSIS TOOL As our incredibly useful maps have proven to be more than helpful, we believe this tool could be even greater. Developed as a way to synthesize customer behavior towards food related moments, this tool is able to gather even more information in order to read and understand better the motivation behind the customer decision making process. Adding data –as users’ age, city, country, occupation, day of the week, month of the year, time and place– will enhance the information with detailed facts that could help segment and develop marketing and sales strategies or future products and services.

OPORTUNITY

CASE-SCENARIO: Fill out your information.

Your gastronomic moment.

Place it on the map.

Name Name

Gender f Age

Moment m

Country

Date Place

Time

Example: Drinking beer with friends on friday.

PLEASURE drink with friends

SELF DRIVEN

SOCIAL DRIVEN

NUTRITION

Just some friendly advice

SUGGESTIONS

JUST SOME FRIENDLY ADVICE SUGGESTIONS

As previously stated, there are many apps and companies looking to better consumer habits towards food. Some of these have already engaged with consumers and search for new ways to keep them interested. For now, the process is mainly based on gathering package information, a user created database and sharing information. The Food Nutrient App can bring this to higher unseen levels.

MyFitnessPal: On December 9, 2014, MyFitnessPal announced they have reached 75 million registered users worldwide. 30

Foodeducate focuses on educating consumers, and assure it works as 80% of their users have chosen healthier alternatives from their suggestions.

With the Smarter Food and Food as a Party trends, we were able to identify the power gamiďŹ cation and augmented reality has on customer loyalty programs for consumer brands and retailers. The Food Nutrient App could bring out even more of this fun and entertainment marketing strategy by educating consumers, kids, and promoting participation.

137

When it comes to schools, hospitals, clinics and even jails, healthy nutrition is clearly on top of our minds. Especially trying to keep up with special diets and allergies. The Food Nutrient App could help out this issue, facilitating these institutions an easier, quicker approach, and even broaden their alternatives.

4 5

One of the ways consumers ﬁnd trust in, is with certification labels of products and restaurants. The Food Nutrient App can work with government agencies or health concerned communities to come up with a direct, faster and consumer empowered approach to this method.

Devices and wearables are flooding the market of quantified lifestyle. Fitbit and Jawbone are the leading brands in wristband fitness trackers, and smartwatches are bringing the most essential information even closer. Pairing up with them will add differentiation and value to both parties.

Consumers’ concerns go way beyond their nutrition intake. The Eco Food trend and insights we gathered from potential users and experts have shown consumers’ relationship to food and food brands goes way beyond their personal physical effects. The Food Nutrient app should enhance user experience with clear and transparent information about the food production and supply chain. Appeal to the feel-good factor, bring the power back to the user and demand brands’ commitment with quality and harmless products.

138 04

New words to learn with us.

GLOSSARY

141

GLOSSARY COOL-HUNTING

Market research methodology which seeks to predict future trends, in order to come up with business opportunities. Market Research World

CSA

Community Supported Agriculture. Network or association of individuals who have direct access to high quality, fresh produce grown locally by regional farmers. Members purchase a “share” of vegetables from a regional farmer. JustFood

DRIVERS

The motivation behind an action; what makes something to happen.

ETHNOGRAPHICS

Qualitative study of human behavior and culture. It means entering and observing someone’s world for a period of time. NeoSurvey

EARLY ADOPTERS

Term used in innovation theory that refers to a minority group of the population who like to try new ideas, processes, goods and services. These group is the second one to take consumption risks, after innovators. BusinessDictionary

GAMIFICATION

Application of typical elements of game playing (e.g., point scoring, competition with others, rules of play) to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service. Oxford Dictionaries

GASTRONOMIC MOMENTS

Every moment where food is involved. It’s normally defined by an action practiced by someone in a certain place. Meaning: character, action, and place.

GMO

Genetically Modified Organism, which is a novel organism created by scientists when they genetically modify or engineer food plants. Scientists have cited many health and environmental risks with genetically modified (GM) foods. NON-GMO-Report

INFLUENCERS

Individuals who have the power to affect purchase decisions of others because of their (real or perceived) authority, knowledge, position, or relationship. In consumer spending, members of a peer group or reference group act as influencers. BusinessDictionary

INSIGHTS

Feeling, emotion or idea which helps to know something essential about a person or thing, based on intuition. Vocabulary.com

INTERNET OF THINGS

Computing concept that describes a future where everyday physical objects will be connected to the Internet and be able to identify themselves and communicate with other devices.

MAINSTREAM

People, activities, or ideas that are regarded as the most typical, normal, and conventional because they belong to the majority of population. DictionaryReverso

NETHUNTING

Refers to the methodologies of social trend research in the web 2.0.

URBAN TRIBE

City people who gather in relatively small, fluid groups. These groups share common interests that are, in general, different from the interests of mainstream culture. UrbanDictionary

USER JOURNEY

All events and experiences a user goes through to reach a goal and fulfill a need. Diametrics

WEARABLES

Technology devices or gadgets that can be worn by a consumer; they often include tracking information related to health and fitness. Webopedia

Techopedia

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BIBLIOGRAPHY

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