What is the future of Food? Find out more on this presentation by Francesca Romana Saule, CRM Senior Manager at Accenture, shared at the Seeds&Chips Summit on April 27th, 2015.

1. Food Innovation
powered by Digital
Francesca Romana Saule, CRM Senior Manager
Seeds&Chips Summit
Milan, 27th April, 2015

2. Copyright © 2015 Accenture. All rights reserved. 2
Today’s presentation
• What is the future of Food?
• From “Persona driven Marketing” to
Consumer Archetype
• The Seamless Consumer Experience
• Food Industry 2020 Vision & Videos
Main
focus

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Picturing the world in 2020
Old, Urban &
Middle - Class
Sustainability The internet of
things:
expanding e-
commerce

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Food Watchword for 2014 and some Projections
Industry Trend Forecasted CAGRMarkets Trend
“The performance of Food Market is
expected to grow”
“The global food retail
industry grew of
4,8% CAGR
($ 5.6 tn in 2013)”
“Growth will be driven
by Asia- Pacific
Region followed by
Europe and North
America”
“Despite the globally drop
in the price, the industry is
forecast to accelerate,
6,5 % CAGR (2013-18)”
Source: Market Line: Industry Analysis – Food Retail

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Digitalization is significantly changing way consumers are
interacting with food
Every Consumer is a
Digital Consumer
Meal becoming
social
“70% of consumers
use digital food
resources at least
weekly”
“52% of UK users use
Twitter for information
and inspiration about
food/restaurants”
“Online grocery
sales will be growth
at a CAGR of
21.1%
($18 billion)”
Home Food Delivery
is the hottest topic
“People’s relationship with food is
quickly evolving…”
Source: Hartman Group, BI Intelligence, #Birdsignals Community, Vision Critical 2014

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Today, there is a huge paradigm shift happening in terms of
how the consumer is behaving
Give Me
Control &
Choice
Know Me
Everywhere
Help Me
On the Go
Let Me Share
& Learn
Help Me
Help Myself
Increase choice Personalize
experiences
Access
anywhere
Share ideasUse content, tools
& digital devices

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Given the large number of different markets, it is important to
rethink the strategy…
In a Digital World, an Archetype Strategy will be more successful than
a “Persona driven Marketing” one
Need to identify where groups of markets and groups of
consumer share common characteristics
Analyzing
• Consumer Segments
• Channel Segments
Studying Groups
with similar patterns,
despite geo proximity

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Archetype
ahr-ki-tahyp –
noun
A pattern or model
from which all other
things of the same
kind are copied or
on which they are
based
…where Archetypes can play an important role

9. Copyright © 2015 Accenture. All rights reserved. 9
New consumer archetypes to keep in the radar screen
Over 50 Super-
Premium
Health-
conscious
 Many countries have
rapidly aging populations
 They have specific health
needs/product
preferences
 They rely on traditional
channels
 Seek health and wellness
and/or organic products
 Estimate organic food and
drink market will be worth
$211B by 2020
 High digital engaged
 Pockets of wealthy
consumers
 They seek pleasure and
substance more than
knowledge
 Low digital engaged
Consumer
Archetypes
Tailor products and offers to consumer archetypes to increase engagement, relevance and loyalty
China Japan France Germany UK Emerging
Markets
US RussiaBrazil USChina UK

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The path to purchase used to be
linear...
Now, accelerated by technology,
the consumer journey is…
Digital has disrupted consumer dynamics requiring a new
consumer experience…
Discover
Open content & channels
Branded content & channels
Discover
Consider
Purchase
Use
Expectation Reality
Promise Delivery
Evaluate
Accessible ContinuousDynamic
Consider
Evaluate
Purchase
Use

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Digital influences every moment of consumer life

12. Copyright © 2015 Accenture. All rights reserved. 12
One-to-one, real time service via WhatsApp, that
connected people to real chefs, who were prepared to
teach how to cook what people had at home.
$900 media investment, in 10
days the campaign had:
• Over 8,000 users registered
• 4 million people impacted
• $150K in earned media
• 65 minutes brand
interaction per user
• 1 in every 2 website visitors
signed up for the service
• 500 dishes cooked & shared
Hellmanns: WhatsCook the first live recipe service
Alternative recipe
storytelling
Innovative
Exchange Video Recipes
People signed up their
mobile numbers on the
Hellmann’s website, and real
chefs got in touch with them
to teach delicious recipes with
Hellmann's and what else
people had in their fridge,
using pictures, videos and
other WhatsApp native
options.

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Amazon Dash can either be spoken into or used to
scan barcodes, which automatically adds items to a
consumer's shopping list.
Once the order has been
finalized, consumers simply
login to their Amazon Fresh
account to view their
shopping list and schedule
delivery.
Amazon: Shopping made simple
Simply say it
or Scan it
New way
to shop
from home
Seamless
integration
Amazon lunched Dash in April
2014: a handheld
wifi-connected device
designed to simplify grocery
purchasing for Amazon Prime
Fresh consumers – the
company's rapid delivery
shopping service. Free for
Amazon Prime Fresh
members.

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Smartphone / table apps allow partygoers to control
the base station and place orders for drinks
The system also sends the
host or bar owner email
reminders when they’re
running low on a specific spirit,
creating an Amazon-esqe
reorder mechanism to ensure
that users drink responsibly,
but efficiently.
Pernod Ricard: Project Gutenberg, a “liquor library”
that combines the benefits of alcohol and apps
Augmented Brand
Experience
Street
Game feat
Google
eCommerce
for exclusive
limited edition
Its first “smart” product,
codenamed Project
Gutenberg, is a “liquid
library” that combines the
benefits of alcohol and apps.
Instead of bottles, Pernod
Ricard’s beverages are stored
in metallic “container books”

15. Copyright © 2015 Accenture. All rights reserved. 15
The interesting part of this beacon implementation is the
integration with other consumer data the retailer
already has in it systems.
Marsh will be able to
understand how the modern
consumer shops.
An intriguing aspect is the
potential to create hands-free
influence on consumer
shopping behavior.
Marsh: Mobile commerce is going wearable
iBeacon-wearable
integration
Multichannel
in-store
experience
Digital
Coupons &
Loyalty Card
Marsh Supermarkets will be
equipped with beacons that
can trigger messages via
Apple Watch.
Thanks to the system
supermarket chain will be
able to send more relevant
messaging to its consumers

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Food Industry 2020 Vision
Consumer as a
player
Direct
to Consumer
Social
Engagement
Physical digital
blur
Omni
experience
Innovation
driven by
technology

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For more information please contact:
Thank you
Giulia Maria Bisio
Consultant
Accenture Strategy
Via M. Quadrio 17, Milano – ITALY
giulia.m.bisio@accenture.com
Antonella Gagliardi
Analyst
Accenture Strategy
Via M. Quadrio 17, Milano – ITALY
antonella.gagliardi@accenture.com
Francesca Romana Saule
Senior Manager
Accenture Strategy
Via M. Quadrio 17, Milano – ITALY
francesca.r.saule@accenture.com