Healthy food A global mood evaluation, new possibilities and choices
What is this? An analysis of context and market approaches concerning healthy foods in the world today, focusing on large urban centers, points of sale and consumer behavior.
What this isn’t
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Traditional ad hoc research
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Esoteric future predictions
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Academic theory
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Caixa metodológica fechada
How it was done
‣ Desk research
Internet & blogs
Print media
TV, movies, series
Books
Capturar as particularidades do contexto, os grandes temas e as origens
How it was done
‣ 25 Scouts around the world
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We have trained collaborators in the most important urban centers of the planet, ready to report on the local Zeitgeist, monitoring behavior, market and culture.
Dimensions of concerns Objective Practical / Performance / Health
Environmental
Self
Others functional
Aesthethic
Ethical
Subjetive
Vegan Burger Bike Delivery, SP
Signs of the local expansion
Globegeist Shifting habits and perceptions relating to foods
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25 collaborators spread through major urban centers
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Responsible for figuring out:
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the mood and shifting values in each city
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the most innovative or successful market approaches
London Diane, design
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Cultural quirk: less social meals, no regular times for eating Food bought ready at supermarket is an ingrained habit Quickly changing habits due to health problems and obesity epidemic
De Peper
Vegan cultural center
Barcelona Reykjavik
Healthy bakery
Milan Olga, design
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Balance between convenience and cultural importance of food
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One of the pillars of healthiness for them is variety, not necessarily vegetarian
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Bio/organic products have been gaining importance and are more and more common
Grom
Seasonal ice cream parlor
Tokyo Whitney, marketing
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Crucial importance of convenience stores for food and retail
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Fresh food is gaining terrain versus packaged / industrialized
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Time dedicated to meals is short: importance of takeouts and convenience
Kuala Lumpur Sylvain, design
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Habits strongly related to Zen Buddhism and Hinduism: smooth flavors
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Current moment blends tradition and western influence, palate and ideology
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Vegetarianism is strong as a movement due to cultural factors
飲料店 (yinliao jiao)
Beverage shop: liquid diet
Farm Fresh to You
Local, organic produce delivered at home
Income
Beauty standards also influence
Popular beauty BMI
Average beauty
For export