Modern Food Culture and Edible Oils Davey McHenry Vice President, Consulting Services
Today’s topics: 1. The evolution of modern food culture 2. Spotlight: fats and oils 3. A look to the future
What is Food Culture? The set of customs, values and behaviors related to eating and drinking in America
Traditional U.S. Food Culture product = predictable uniformity brand interaction = transactional cooking = chore engagement = low
Modern U.S. Food Culture product = distinct brand interaction = playful, engaging cooking = discovery engagement = consumer chooses how much
Social, economic and cultural shifts are shaping eating today Who we Are What we Do How we Shop What we Value Demographic changes in the size, Economic shifts in the type and Environmental shift in where Cultural shifts in how we structure, and “complexion” of amount of work we do and its we live and the retail and define a high quality of life, American households perceived impact technical landscape around us and perceive high quality food decrease in households shift to service sector means half of grocery trips are evolving culture of health 1 1 1 1 with kids under the age of more work hours (from 56 to 2+ stores + wellness 18 (28% of households) per household in 1969 to 67) 2 2 a diversity of channels fresh revolution as the 2 2 rise of single person we eat more alone (47% of are shopped (71% shop symbol of quality in food households (28% of eating occasions) 5+ channels monthly 3 appreciation for households) for food) 3 meal rituals have diminished personalized, customized 3 3 men represent a growing (50% of all eating occasions 63% of food choices are and global foods number of primary are snacks) decided within an hour shoppers (47%) of consumption
…and changing how we shop for food Planning is hard when we eat in the moment according to our moods, whims and ‘schedules’. Even when plans are made [lunch is brought from home] we’re likely to upgrade for a better offer because food is everywhere, enticing us. We are shopping up & down the food chain [from Aldi to Trader Joe’s, Walmart to Whole Foods Market]. More than 50% of “trips” to shop for food/beverage involve going to 2+ stores .
Modern eating culture: fragmentation and upending of tradition Who: Planning, shopping and cooking is • decentralized What: • Fewer rules about what to eat and drink Idealize 3 balanced meals, but rarely eat that • way When: Planning, eating and shopping happens fluidly • Eating on the fly • Where: Anywhere and everywhere • Traditional grocery only one of many • possibilities How: Less regular scratch cooking •
Consumers are more food literate than ever before Advances in media and technology have made information more readily accessible Food retailers have created communications vehicles to increase customer engagement However, the freer and faster flow of information means there are more opportunities for (mis)information to spread as well Three years ago, there was more pop in our house, more junk food, more carbs … Now we buy more nuts, almond butter that’s freshly pressed … fresh produce and meat … a lot more organic . – Lindsey, 31
Expectations of food companies have heightened Practices most important for companies to share with consumers to drive trust 64% What INGREDIENTS are in a FOOD AND BEVERAGE product 46% HOW products MANUFACTURED to assure quality/safety standards 44% How company TREATS ANIMALS used in its products 43% From WHERE company SOURCES ingredients to make products 42% How company treats EMPLOYEES 36% What actions company takes to reduce ENVIRONMENTAL IMPACT 33% WHERE company MANUFACTURES products 27% Whether company GIVES BACK to community 22% WHO OWNS company 22% Locations/TYPES OF SUPPLIERS company uses 16% What CHARITIES/CAUSES company supports 15% To which POLITICAL PARTY/POLITICIAN company donates 13% How DIVERSE company's workforce is
Food takes center stage in the pursuit of Health & Wellness FOOD TAKES CENTER STAGE Enjoying fresh, healthy, and delicious food is the dominant consumer route to H&W today. CELEBRATION OF FOOD AS > REDEFINITION OF > Food is couched in cultural values of highly personal experiences, REAL FOOD MEDICINE FOOD QUALITY customized choices, diversity and variety, discovery and enjoyment. Fresh, real ingredients Inherent positives Minimal processing Enjoyable taste Food Health & Fun experience Culture Product narrative/story about people, Wellness processing, or place of origin Unique & globally inspired ingredients Safe, environmentally friendly packaging
Evolution of Healthy Eating in America recent proliferation of concerns 1970-1995 1995-2005 2005-2010 2010-2015 Future 1950-1970 Weight Weight Weight Weight Weight Weight Heart Health Heart Health Heart Health Heart Health Heart Health Purity Purity Purity Purity Nutrient Call-outs Nutrient Call-outs Nutrient Call-outs Digestive Health Digestive Health Digestive Health Diabetes, Cancer Diabetes, Cancer Diabetes, Cancer Performance Performance ?
A flexible, holistic sense of balance is key to feeling healthy and well for almost all consumers Physical Whether aspirational or achieved, balance is key to feeling well. Healthy Activity Eating & Exercise In the past, balance centered on eating and exercise, but today’s consumers seek balance more Indulgent Rest & Eating Energy Eating Sleep holistically . Each component of H&W is actually Social Social Emotional a set of complementary ideas that Connections Getting It & Responsi- All Done require balance – e.g. healthy vs. bilities indulgent eating, energy & activity vs. rest & sleep. Time for Managing Self Stress Mental
Avoidance strategies are increasing significantly Ingredients Avoided by Consumers +7 pts 55% Saturated fat 55% Sodium/Salt 53% Trans fat 52% Cholesterol +6 pts 52% Saccharin (e.g., Sweet N' Low) +12 pts 51% High fructose corn syrup 49% Aspartame (e.g., Equal) +11 pts 48% MSG +5 pts 48% Growth hormones +6 pts 47% Artificial colors/dyes +5 pts 47% Artificial flavors +7 pts 46% Refined sugar +10 pts 43% Artificial preservatives (such as BHT) +6 pts 42% Sucralose (e.g., Splenda) +8 pts 41% GMOs +8 pts 37% Partially hydrogenated vegetable oils 31% Caffeine 25% Corn starch +7 pts 24% Lactose 22% Simple carbohydrates 20% Wheat gluten +4 pts 20% Natural sweeteners other than sugar 20% Complex carbohydrates +5 pts Significant change from 2013 to 2015 at 95% CL HW15 V3. Please indicate whether you DELIBERATELY avoid/reduce or add/increase any of the following ingredients or nutrients in your daily diet – Avoid/reduce. Base: n varies from 734-793. Items listed above 19% in 2015.
Awareness of GMOs is near total, and avoidance is rising Awareness and Avoidance of While nearly all consumers are aware of GMOs, GMOS industry leaders are also taking steps to spread - By Total - awareness around GMOs 120% 97% Under pressure from 100% interest groups and retailers such as +3% pts vs 80% Whole Foods, 2014 Chobani worked with its suppliers to ensure 60% that its yogurt is 43% made with milk from 40% cows with non-GMO feed. 20% 0% Aware of GMOs Avoid GMOs Source: Organic & Natural Hartman Syndicated Study, 2016. Headline source: The Washington Post 07292016 Obama signs bill requiring labeling of GMO foods.
The Redefinition of Quality -- The Growing Appeal of Fresh Fresh is now a symbolic attribute: less processed + perishable + feels more real Conceiving Fresh Change in Share of Per Capita Food Volume Sold 1999-2013 24% 22% 21% 20% 19% 1.45% 17% 13% 11% -0.07% Total Packaged Total Fresh Total Packaged Chilled That are That contain That are locally With the minimally only ingredients grown or shortest list of -1.38% processed I recognize produced ingredients 2007 2015 Sources : Left : “I look for food/beveraes that…”describes me well; H + W Hartman Group Syndicated Study. 2015, n=1562; 2007, n=2978; Right : Euromonitor 1999-2013, Total Per Capita volume (Kg/per capita) of packaged chilled food categories (includes chilled ready meals, processed meat, soups, salads, desserts, snacks, cheese, lunchmeats, seafood, pasta, yogurt, cream)
Fresh is always best, but not always realistic Darcy (31) “I prefer fresh food. It makes me feel better, not lethargic. My stomach feels better. After a meat-potato dinner at my parents’, I feel heavy, tired. I actually feel it. If we eat a couple of meals in winter like Swedish meatballs with gravy or Darcy's Delight, food with more meat and canned food, I need to go back to fresher food. I crave a big salad.” 4 3 2 1 PURPOSEFUL AND PLANNED INSPIRATION FROM PANTRY “What’s for dinner for family?” ① Greek (orzo, feta) ④ “Darcy’s Delight” (childhood comfort food) [ranked in order of preference] ② Mexican (cilantro) ③ Italian (parsley, eggplants)
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