Changing consumer food habits. Why and how.

1. Changing consumer behaviour
“Eat more plants ?”
Alpro Sustainable Food event 21 Feb
@katrienbarrat
Wednesday 6 February 13

2. 1. It is urgent to move to plant-based diets
2. People (a lot of them) care ...
Food prices raise & they want healthier, sustainable
food
3. They need help with the “how” though
Inspire them and solve the “healthy indulgence”
question
4. Focus on your intrinsic product strengths
Pure, fresh, healthy, value for money, ...
5. Be demanding and lead
Wednesday 6 February 13

3. Our window of opportunity is closing
Moving people to plant-based food is an urgency
Here's how
Wednesday 6 February 13

4. Wheat prices rose with 14%
in 2012
Here is why consumers are interested
and open to your message
Source: Worldbank repot 2012
Wednesday 6 February 13

5. And another this
year? Already,
FAO Food Price Index Corn and soybean
futures are at
1990 – June 2012 record highs and
200 still increasing
2002 – 2004 = 100
Two record food price
spikes within three years
?
150
100
50
1990 1995 2000 2005 2010 2013
Source: The Food and Agriculture Organization of the United Nations, 2012
Wednesday 6 February 13

6. Households
Food
20%
Transport
“Stuff” (ICT, appliances,...) 17%
Energy
6%
20% of budget
Source: FOD Household budget 2011
Wednesday 6 February 13

7. Households
“Stuff” (ICT, appliances,...)
Transport
30%
Food
16% Energy
26%
16% of CO2
Source: Futureproofed analysis Flemish households emission
Wednesday 6 February 13

8. Solving top3 consumer concerns
20%
benefits climate and citizens
1. stabilise prices 70%
2. healthy food 60%
3. less packaging 57%
Source: C-Change market research Apr 2012
Wednesday 6 February 13

9. packaging out of season origin store layout open refrigerators
waste abundance, squandering inefficient transport
From packaging, inefficiency
on the outside...
Wednesday 6 February 13

10. Less “added stuff” Less fat... less meat Fresh & Pure Better for me Healthy
Produced with respect In season Origin Specific types Better for environment
... to a focus on the product itself
Wednesday 6 February 13

11. good for environment
quality, value for money
pure, good ingredients
“Sustainability” “Health”
Consumers make a spontaneous relation
between health and sustainability through
the pureness and quality of fresh products
Wednesday 6 February 13

12. smaller scale
fruits & vegetables
close by
qualitative
sustai-
health FRESH
trustworthy
nable
pure
with care
A focus on the product itself has the potential
to solve a consumer problem and shift mass behaviour
Wednesday 6 February 13

13. ... as it solves a real consumer problem today
“All you can eat”
radical enjoyment
full indulgence
Wednesday 6 February 13

14. Wednesday 6 February 13

15. Wednesday 6 February 13

16. “New Nordic is a mentality right now.
It's a mentality of discovery.”
Wednesday 6 February 13

17. Mistakes we cannot
afford
1. Take something away, compare
2. Patronize, moralize
3. Ask too much effort
4. Make it too difficult
5. Think consumers do not matter
6. Not act (boldly enough)
Wednesday 6 February 13

18. Be (a) demanding (brand)
In times of crisis, people look for leaders
Wednesday 6 February 13

19. Going beyond a marketing
campaign
Identification Social
Health responsability
Pride
Wednesday 6 February 13

20. 1. It is urgent to move to plant-based diets
2. People (a lot of them) care ...
Food prices raise & they want healthier, sustainable
food
3. They need help with the “how” though
Inspire them and solve the “healthy indulgence”
question
4. Focus on your intrinsic product strengths
Pure, fresh, healthy, value for money, ...
5. Be demanding and lead
Wednesday 6 February 13

21. “Eat more plants !”
@katrienbarrat
Wednesday 6 February 13