Consumer food-related trends - AUmgmt.au.dk/.../MAPP/Conference_13/Alina_Tudoran.pdfANA ALINA...
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TATION pRÆSEN MAPP Conference, December 3 rd 2013 Middelfart, Denmark Ana Alina Tudoran Assoc. Professor PhD. Department of Business Administration MAPP Centre, QUANTS group Bartholins Allé Building 1326- room 325 8000 Aarhus C, Denmark Email: [email protected] Consumer trends and new product opportunities
Transcript of Consumer food-related trends - AUmgmt.au.dk/.../MAPP/Conference_13/Alina_Tudoran.pdfANA ALINA...
TATION pRÆSEN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
Ana Alina Tudoran
Assoc. Professor PhD. Department of Business Administration MAPP Centre, QUANTS group Bartholins Allé Building 1326- room 325 8000 Aarhus C, Denmark Email: [email protected]
Consumer trends and new product opportunities
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR
Trend vs. Fad or Fashion
2
Source: Salome Areias (2012)
time
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR
Consumer food-related trends
3
Scientific literature review (2000-present)
• Consumers´ reported attitudes • Consumers´ observed behaviour • Mainly cross sectional studies
Empirical evidence (Google data) (2004-present)
• Consumers´ searching behaviour - Normalized data (i.e. relative to the total number of
searches done on Google over time (scale 0 to 100) - Top searches (volume) - Hot searches (rising searches, real-time data) • Longitudinal analysis
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR
1. Health
4
Awareness of diet – health link
Determinant Product
Functional foods
Diet food: sugar free, low calorie, low fat, light food
Predisposition
Information Interactive
communication Demographics Lifestyle Diseases (CVD,
diabetes, ..)
Trust in claims Unnaturalness Additives;
replacement ingredient
Drawback Intervention
Nutrition education
Medical support CSR
Sources: Labrecque & Charlebois, 2011
Lähteenmäki et al., 2010; Hansen et al., 2010;
Kearney, 2010; Krutulyte, 2010 Bech-Larsen & Scholderer, 2007
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR
Interest over time: “healthy food” Weekly data, 2004 -present
Data Source: Google trends
5
0"
20"
40"
60"
80"
100"
120"
2004(01(04"("2004(01(10"
2004(03(14"("2004(03(20"
2004(05(23"("2004(05(29"
2004(08(01"("2004(08(07"
2004(10(10"("2004(10(16"
2004(12(19"("2004(12(25"
2005(02(27"("2005(03(05"
2005(05(08"("2005(05(14"
2005(07(17"("2005(07(23"
2005(09(25"("2005(10(01"
2005(12(04"("2005(12(10"
2006(02(12"("2006(02(18"
2006(04(23"("2006(04(29"
2006(07(02"("2006(07(08"
2006(09(10"("2006(09(16"
2006(11(19"("2006(11(25"
2007(01(28"("2007(02(03"
2007(04(08"("2007(04(14"
2007(06(17"("2007(06(23"
2007(08(26"("2007(09(01"
2007(11(04"("2007(11(10"
2008(01(13"("2008(01(19"
2008(03(23"("2008(03(29"
2008(06(01"("2008(06(07"
2008(08(10"("2008(08(16"
2008(10(19"("2008(10(25"
2008(12(28"("2009(01(03"
2009(03(08"("2009(03(14"
2009(05(17"("2009(05(23"
2009(07(26"("2009(08(01"
2009(10(04"("2009(10(10"
2009(12(13"("2009(12(19"
2010(02(21"("2010(02(27"
2010(05(02"("2010(05(08"
2010(07(11"("2010(07(17"
2010(09(19"("2010(09(25"
2010(11(28"("2010(12(04"
2011(02(06"("2011(02(12"
2011(04(17"("2011(04(23"
2011(06(26"("2011(07(02"
2011(09(04"("2011(09(10"
2011(11(13"("2011(11(19"
2012(01(22"("2012(01(28"
2012(04(01"("2012(04(07"
2012(06(10"("2012(06(16"
2012(08(19"("2012(08(25"
2012(10(28"("2012(11(03"
2013(01(06"("2013(01(12"
2013(03(17"("2013(03(23"
2013(05(26"("2013(06(01"
2013(08(04"("2013(08(10"
2013(10(13"("2013(10(19"
Interest'over'*
me'
Week'
Search: "healthy food"
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 6
Interest over time: “sund mad” Weekly data, 2004 -present
0"
20"
40"
60"
80"
100"
120"
2004(01(04"("2004(01(10"
2004(03(14"("2004(03(20"
2004(05(23"("2004(05(29"
2004(08(01"("2004(08(07"
2004(10(10"("2004(10(16"
2004(12(19"("2004(12(25"
2005(02(27"("2005(03(05"
2005(05(08"("2005(05(14"
2005(07(17"("2005(07(23"
2005(09(25"("2005(10(01"
2005(12(04"("2005(12(10"
2006(02(12"("2006(02(18"
2006(04(23"("2006(04(29"
2006(07(02"("2006(07(08"
2006(09(10"("2006(09(16"
2006(11(19"("2006(11(25"
2007(01(28"("2007(02(03"
2007(04(08"("2007(04(14"
2007(06(17"("2007(06(23"
2007(08(26"("2007(09(01"
2007(11(04"("2007(11(10"
2008(01(13"("2008(01(19"
2008(03(23"("2008(03(29"
2008(06(01"("2008(06(07"
2008(08(10"("2008(08(16"
2008(10(19"("2008(10(25"
2008(12(28"("2009(01(03"
2009(03(08"("2009(03(14"
2009(05(17"("2009(05(23"
2009(07(26"("2009(08(01"
2009(10(04"("2009(10(10"
2009(12(13"("2009(12(19"
2010(02(21"("2010(02(27"
2010(05(02"("2010(05(08"
2010(07(11"("2010(07(17"
2010(09(19"("2010(09(25"
2010(11(28"("2010(12(04"
2011(02(06"("2011(02(12"
2011(04(17"("2011(04(23"
2011(06(26"("2011(07(02"
2011(09(04"("2011(09(10"
2011(11(13"("2011(11(19"
2012(01(22"("2012(01(28"
2012(04(01"("2012(04(07"
2012(06(10"("2012(06(16"
2012(08(19"("2012(08(25"
2012(10(28"("2012(11(03"
2013(01(06"("2013(01(12"
2013(03(17"("2013(03(23"
2013(05(26"("2013(06(01"
2013(08(04"("2013(08(10"
2013(10(13"("2013(10(19"
Interest'over'*
me'
Week'
Search: "sund mad" ("healthy food" in Danish)
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 7
Interest over time: “alimentos saludables” Weekly data, 2004 -present
0"
20"
40"
60"
80"
100"
120"
2004(01(04"("2004(01(10"
2004(03(14"("2004(03(20"
2004(05(23"("2004(05(29"
2004(08(01"("2004(08(07"
2004(10(10"("2004(10(16"
2004(12(19"("2004(12(25"
2005(02(27"("2005(03(05"
2005(05(08"("2005(05(14"
2005(07(17"("2005(07(23"
2005(09(25"("2005(10(01"
2005(12(04"("2005(12(10"
2006(02(12"("2006(02(18"
2006(04(23"("2006(04(29"
2006(07(02"("2006(07(08"
2006(09(10"("2006(09(16"
2006(11(19"("2006(11(25"
2007(01(28"("2007(02(03"
2007(04(08"("2007(04(14"
2007(06(17"("2007(06(23"
2007(08(26"("2007(09(01"
2007(11(04"("2007(11(10"
2008(01(13"("2008(01(19"
2008(03(23"("2008(03(29"
2008(06(01"("2008(06(07"
2008(08(10"("2008(08(16"
2008(10(19"("2008(10(25"
2008(12(28"("2009(01(03"
2009(03(08"("2009(03(14"
2009(05(17"("2009(05(23"
2009(07(26"("2009(08(01"
2009(10(04"("2009(10(10"
2009(12(13"("2009(12(19"
2010(02(21"("2010(02(27"
2010(05(02"("2010(05(08"
2010(07(11"("2010(07(17"
2010(09(19"("2010(09(25"
2010(11(28"("2010(12(04"
2011(02(06"("2011(02(12"
2011(04(17"("2011(04(23"
2011(06(26"("2011(07(02"
2011(09(04"("2011(09(10"
2011(11(13"("2011(11(19"
2012(01(22"("2012(01(28"
2012(04(01"("2012(04(07"
2012(06(10"("2012(06(16"
2012(08(19"("2012(08(25"
2012(10(28"("2012(11(03"
2013(01(06"("2013(01(12"
2013(03(17"("2013(03(23"
2013(05(26"("2013(06(01"
2013(08(04"("2013(08(10"
2013(10(13"("2013(10(19"
Interest'over'*
me'
Week'
Search: "alimentos saludables" ("healthy food" in Spanish)
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 8
Interest over time: “gesunde Lebensmittel” Weekly data, 2004 -present
0"
20"
40"
60"
80"
100"
120"
2004(01(04"("2004(01(10"
2004(03(14"("2004(03(20"
2004(05(23"("2004(05(29"
2004(08(01"("2004(08(07"
2004(10(10"("2004(10(16"
2004(12(19"("2004(12(25"
2005(02(27"("2005(03(05"
2005(05(08"("2005(05(14"
2005(07(17"("2005(07(23"
2005(09(25"("2005(10(01"
2005(12(04"("2005(12(10"
2006(02(12"("2006(02(18"
2006(04(23"("2006(04(29"
2006(07(02"("2006(07(08"
2006(09(10"("2006(09(16"
2006(11(19"("2006(11(25"
2007(01(28"("2007(02(03"
2007(04(08"("2007(04(14"
2007(06(17"("2007(06(23"
2007(08(26"("2007(09(01"
2007(11(04"("2007(11(10"
2008(01(13"("2008(01(19"
2008(03(23"("2008(03(29"
2008(06(01"("2008(06(07"
2008(08(10"("2008(08(16"
2008(10(19"("2008(10(25"
2008(12(28"("2009(01(03"
2009(03(08"("2009(03(14"
2009(05(17"("2009(05(23"
2009(07(26"("2009(08(01"
2009(10(04"("2009(10(10"
2009(12(13"("2009(12(19"
2010(02(21"("2010(02(27"
2010(05(02"("2010(05(08"
2010(07(11"("2010(07(17"
2010(09(19"("2010(09(25"
2010(11(28"("2010(12(04"
2011(02(06"("2011(02(12"
2011(04(17"("2011(04(23"
2011(06(26"("2011(07(02"
2011(09(04"("2011(09(10"
2011(11(13"("2011(11(19"
2012(01(22"("2012(01(28"
2012(04(01"("2012(04(07"
2012(06(10"("2012(06(16"
2012(08(19"("2012(08(25"
2012(10(28"("2012(11(03"
2013(01(06"("2013(01(12"
2013(03(17"("2013(03(23"
2013(05(26"("2013(06(01"
2013(08(04"("2013(08(10"
2013(10(13"("2013(10(19"
Interest'over'*
me'
Week'
Search: "gesunde Lebensmittel" ("healthy food" in German)
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 9
Rising searches
healthy food recipe +120% healthy food ideas +100% healthy dog food +90% food recipes +70% good food +70% good healthy food +70% healthy food list +70% healthy food recipes +70% healthy recipes +70% fast food +60% !
0 50 100
healthy food
food recipes
healthy recipes
eating healthy
fast food
healthy fast
healthy foods
healthy diet
diet food
healthy diet
Top searches for healthy food
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 10
Interest over time: “healthy snacks” Weekly data, 2004 -present
0"
20"
40"
60"
80"
100"
120"
2004(01(04"("2004(01(10"
2004(03(14"("2004(03(20"
2004(05(23"("2004(05(29"
2004(08(01"("2004(08(07"
2004(10(10"("2004(10(16"
2004(12(19"("2004(12(25"
2005(02(27"("2005(03(05"
2005(05(08"("2005(05(14"
2005(07(17"("2005(07(23"
2005(09(25"("2005(10(01"
2005(12(04"("2005(12(10"
2006(02(12"("2006(02(18"
2006(04(23"("2006(04(29"
2006(07(02"("2006(07(08"
2006(09(10"("2006(09(16"
2006(11(19"("2006(11(25"
2007(01(28"("2007(02(03"
2007(04(08"("2007(04(14"
2007(06(17"("2007(06(23"
2007(08(26"("2007(09(01"
2007(11(04"("2007(11(10"
2008(01(13"("2008(01(19"
2008(03(23"("2008(03(29"
2008(06(01"("2008(06(07"
2008(08(10"("2008(08(16"
2008(10(19"("2008(10(25"
2008(12(28"("2009(01(03"
2009(03(08"("2009(03(14"
2009(05(17"("2009(05(23"
2009(07(26"("2009(08(01"
2009(10(04"("2009(10(10"
2009(12(13"("2009(12(19"
2010(02(21"("2010(02(27"
2010(05(02"("2010(05(08"
2010(07(11"("2010(07(17"
2010(09(19"("2010(09(25"
2010(11(28"("2010(12(04"
2011(02(06"("2011(02(12"
2011(04(17"("2011(04(23"
2011(06(26"("2011(07(02"
2011(09(04"("2011(09(10"
2011(11(13"("2011(11(19"
2012(01(22"("2012(01(28"
2012(04(01"("2012(04(07"
2012(06(10"("2012(06(16"
2012(08(19"("2012(08(25"
2012(10(28"("2012(11(03"
2013(01(06"("2013(01(12"
2013(03(17"("2013(03(23"
2013(05(26"("2013(06(01"
2013(08(04"("2013(08(10"
2013(10(13"("2013(10(19"
Interest'over'*
me'
Week'
Search: "healthy snacks"
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 11
Interest over time: “veggie meals” Weekly data, 2004 -present
0"
20"
40"
60"
80"
100"
120"
2004(01(04"("2004(01(10"
2004(03(14"("2004(03(20"
2004(05(23"("2004(05(29"
2004(08(01"("2004(08(07"
2004(10(10"("2004(10(16"
2004(12(19"("2004(12(25"
2005(02(27"("2005(03(05"
2005(05(08"("2005(05(14"
2005(07(17"("2005(07(23"
2005(09(25"("2005(10(01"
2005(12(04"("2005(12(10"
2006(02(12"("2006(02(18"
2006(04(23"("2006(04(29"
2006(07(02"("2006(07(08"
2006(09(10"("2006(09(16"
2006(11(19"("2006(11(25"
2007(01(28"("2007(02(03"
2007(04(08"("2007(04(14"
2007(06(17"("2007(06(23"
2007(08(26"("2007(09(01"
2007(11(04"("2007(11(10"
2008(01(13"("2008(01(19"
2008(03(23"("2008(03(29"
2008(06(01"("2008(06(07"
2008(08(10"("2008(08(16"
2008(10(19"("2008(10(25"
2008(12(28"("2009(01(03"
2009(03(08"("2009(03(14"
2009(05(17"("2009(05(23"
2009(07(26"("2009(08(01"
2009(10(04"("2009(10(10"
2009(12(13"("2009(12(19"
2010(02(21"("2010(02(27"
2010(05(02"("2010(05(08"
2010(07(11"("2010(07(17"
2010(09(19"("2010(09(25"
2010(11(28"("2010(12(04"
2011(02(06"("2011(02(12"
2011(04(17"("2011(04(23"
2011(06(26"("2011(07(02"
2011(09(04"("2011(09(10"
2011(11(13"("2011(11(19"
2012(01(22"("2012(01(28"
2012(04(01"("2012(04(07"
2012(06(10"("2012(06(16"
2012(08(19"("2012(08(25"
2012(10(28"("2012(11(03"
2013(01(06"("2013(01(12"
2013(03(17"("2013(03(23"
2013(05(26"("2013(06(01"
2013(08(04"("2013(08(10"
2013(10(13"("2013(10(19"
Interest'over'*
me'
Week'
Search: "veggie meals"
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 12
0"
10"
20"
30"
40"
50"
60"
70"
80"
90"
100"
2004,01,04","2004,01,10"
2004,02,22","2004,02,28"
2004,04,11","2004,04,17"
2004,05,30","2004,06,05"
2004,07,18","2004,07,24"
2004,09,05","2004,09,11"
2004,10,24","2004,10,30"
2004,12,12","2004,12,18"
2005,01,30","2005,02,05"
2005,03,20","2005,03,26"
2005,05,08","2005,05,14"
2005,06,26","2005,07,02"
2005,08,14","2005,08,20"
2005,10,02","2005,10,08"
2005,11,20","2005,11,26"
2006,01,08","2006,01,14"
2006,02,26","2006,03,04"
2006,04,16","2006,04,22"
2006,06,04","2006,06,10"
2006,07,23","2006,07,29"
2006,09,10","2006,09,16"
2006,10,29","2006,11,04"
2006,12,17","2006,12,23"
2007,02,04","2007,02,10"
2007,03,25","2007,03,31"
2007,05,13","2007,05,19"
2007,07,01","2007,07,07"
2007,08,19","2007,08,25"
2007,10,07","2007,10,13"
2007,11,25","2007,12,01"
2008,01,13","2008,01,19"
2008,03,02","2008,03,08"
2008,04,20","2008,04,26"
2008,06,08","2008,06,14"
2008,07,27","2008,08,02"
2008,09,14","2008,09,20"
2008,11,02","2008,11,08"
2008,12,21","2008,12,27"
2009,02,08","2009,02,14"
2009,03,29","2009,04,04"
2009,05,17","2009,05,23"
2009,07,05","2009,07,11"
2009,08,23","2009,08,29"
2009,10,11","2009,10,17"
2009,11,29","2009,12,05"
2010,01,17","2010,01,23"
2010,03,07","2010,03,13"
2010,04,25","2010,05,01"
2010,06,13","2010,06,19"
2010,08,01","2010,08,07"
2010,09,19","2010,09,25"
2010,11,07","2010,11,13"
2010,12,26","2011,01,01"
2011,02,13","2011,02,19"
2011,04,03","2011,04,09"
2011,05,22","2011,05,28"
2011,07,10","2011,07,16"
2011,08,28","2011,09,03"
2011,10,16","2011,10,22"
2011,12,04","2011,12,10"
2012,01,22","2012,01,28"
2012,03,11","2012,03,17"
2012,04,29","2012,05,05"
2012,06,17","2012,06,23"
2012,08,05","2012,08,11"
2012,09,23","2012,09,29"
2012,11,11","2012,11,17"
2012,12,30","2013,01,05"
2013,02,17","2013,02,23"
2013,04,07","2013,04,13"
2013,05,26","2013,06,01"
2013,07,14","2013,07,20"
2013,09,01","2013,09,07"
2013,10,20","2013,10,26"
Interest'over'*
me'
Week'
Search: "diet food", "sugar free", "low calorie", "low fat", "light food"
diet food sugar free low calorie low fat light food
Interest over time: “diet food” Weekly data, 2004 -present
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR
Health
New product opportunities
13
For health maintenance
• mental health • immune function • gastrointestinal health • physical performance • healthy ageing
Source: EU Reports (2010; 2011; 2012)
For obesity prevention
For chronic diet-related diseases • cardiovascular disease • type 2 diabetes • musculoskeletal disease
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR
2. Convenience
14
Determinant Product Predisposition Drawback Intervention
Extra activities.. Longer working hours Household structure Cooking skills Situational determinant
Time pressure Low freshness
Low quality Delivery
costs
Integrate health & convenience
More interest in cooking
Meal solutions
Online food orders
Sources: Leipämaa-Leskinen, 2007
Buckley et al., 2005 Ahlgren et al.,2004
Boer et al., 2002
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 15
Interest over time: “food delivery” / “takeaway” Weekly data, 2004 -present
0"
10"
20"
30"
40"
50"
60"
70"
80"
90"
100"
2004,01,04","2004,01,10"
2004,02,22","2004,02,28"
2004,04,11","2004,04,17"
2004,05,30","2004,06,05"
2004,07,18","2004,07,24"
2004,09,05","2004,09,11"
2004,10,24","2004,10,30"
2004,12,12","2004,12,18"
2005,01,30","2005,02,05"
2005,03,20","2005,03,26"
2005,05,08","2005,05,14"
2005,06,26","2005,07,02"
2005,08,14","2005,08,20"
2005,10,02","2005,10,08"
2005,11,20","2005,11,26"
2006,01,08","2006,01,14"
2006,02,26","2006,03,04"
2006,04,16","2006,04,22"
2006,06,04","2006,06,10"
2006,07,23","2006,07,29"
2006,09,10","2006,09,16"
2006,10,29","2006,11,04"
2006,12,17","2006,12,23"
2007,02,04","2007,02,10"
2007,03,25","2007,03,31"
2007,05,13","2007,05,19"
2007,07,01","2007,07,07"
2007,08,19","2007,08,25"
2007,10,07","2007,10,13"
2007,11,25","2007,12,01"
2008,01,13","2008,01,19"
2008,03,02","2008,03,08"
2008,04,20","2008,04,26"
2008,06,08","2008,06,14"
2008,07,27","2008,08,02"
2008,09,14","2008,09,20"
2008,11,02","2008,11,08"
2008,12,21","2008,12,27"
2009,02,08","2009,02,14"
2009,03,29","2009,04,04"
2009,05,17","2009,05,23"
2009,07,05","2009,07,11"
2009,08,23","2009,08,29"
2009,10,11","2009,10,17"
2009,11,29","2009,12,05"
2010,01,17","2010,01,23"
2010,03,07","2010,03,13"
2010,04,25","2010,05,01"
2010,06,13","2010,06,19"
2010,08,01","2010,08,07"
2010,09,19","2010,09,25"
2010,11,07","2010,11,13"
2010,12,26","2011,01,01"
2011,02,13","2011,02,19"
2011,04,03","2011,04,09"
2011,05,22","2011,05,28"
2011,07,10","2011,07,16"
2011,08,28","2011,09,03"
2011,10,16","2011,10,22"
2011,12,04","2011,12,10"
2012,01,22","2012,01,28"
2012,03,11","2012,03,17"
2012,04,29","2012,05,05"
2012,06,17","2012,06,23"
2012,08,05","2012,08,11"
2012,09,23","2012,09,29"
2012,11,11","2012,11,17"
2012,12,30","2013,01,05"
2013,02,17","2013,02,23"
2013,04,07","2013,04,13"
2013,05,26","2013,06,01"
2013,07,14","2013,07,20"
2013,09,01","2013,09,07"
2013,10,20","2013,10,26"
Interest'over'*
me'
Week'
Search: "food delivery" and "takeaway"
food delivery takeaway
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 16
Interest over time: “comida a domicilio” Weekly data, 2004 -present
Data Source: Google trends
0"
10"
20"
30"
40"
50"
60"
70"
80"
90"
100"
2004,01,04","2004,01,10"
2004,02,22","2004,02,28"
2004,04,11","2004,04,17"
2004,05,30","2004,06,05"
2004,07,18","2004,07,24"
2004,09,05","2004,09,11"
2004,10,24","2004,10,30"
2004,12,12","2004,12,18"
2005,01,30","2005,02,05"
2005,03,20","2005,03,26"
2005,05,08","2005,05,14"
2005,06,26","2005,07,02"
2005,08,14","2005,08,20"
2005,10,02","2005,10,08"
2005,11,20","2005,11,26"
2006,01,08","2006,01,14"
2006,02,26","2006,03,04"
2006,04,16","2006,04,22"
2006,06,04","2006,06,10"
2006,07,23","2006,07,29"
2006,09,10","2006,09,16"
2006,10,29","2006,11,04"
2006,12,17","2006,12,23"
2007,02,04","2007,02,10"
2007,03,25","2007,03,31"
2007,05,13","2007,05,19"
2007,07,01","2007,07,07"
2007,08,19","2007,08,25"
2007,10,07","2007,10,13"
2007,11,25","2007,12,01"
2008,01,13","2008,01,19"
2008,03,02","2008,03,08"
2008,04,20","2008,04,26"
2008,06,08","2008,06,14"
2008,07,27","2008,08,02"
2008,09,14","2008,09,20"
2008,11,02","2008,11,08"
2008,12,21","2008,12,27"
2009,02,08","2009,02,14"
2009,03,29","2009,04,04"
2009,05,17","2009,05,23"
2009,07,05","2009,07,11"
2009,08,23","2009,08,29"
2009,10,11","2009,10,17"
2009,11,29","2009,12,05"
2010,01,17","2010,01,23"
2010,03,07","2010,03,13"
2010,04,25","2010,05,01"
2010,06,13","2010,06,19"
2010,08,01","2010,08,07"
2010,09,19","2010,09,25"
2010,11,07","2010,11,13"
2010,12,26","2011,01,01"
2011,02,13","2011,02,19"
2011,04,03","2011,04,09"
2011,05,22","2011,05,28"
2011,07,10","2011,07,16"
2011,08,28","2011,09,03"
2011,10,16","2011,10,22"
2011,12,04","2011,12,10"
2012,01,22","2012,01,28"
2012,03,11","2012,03,17"
2012,04,29","2012,05,05"
2012,06,17","2012,06,23"
2012,08,05","2012,08,11"
2012,09,23","2012,09,29"
2012,11,11","2012,11,17"
2012,12,30","2013,01,05"
2013,02,17","2013,02,23"
2013,04,07","2013,04,13"
2013,05,26","2013,06,01"
2013,07,14","2013,07,20"
2013,09,01","2013,09,07"
2013,10,20","2013,10,26"
Interest'over'*
me'
Week'
Search: "comida a domicilio" ("food delivery"/"takeaway" in Spanish)
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 17
Interest over time: “zum Mitnehmen” Weekly data, 2004 -present
Data Source: Google trends
0"
10"
20"
30"
40"
50"
60"
70"
80"
90"
100"
2004,01,04","2004,01,10"
2004,02,22","2004,02,28"
2004,04,11","2004,04,17"
2004,05,30","2004,06,05"
2004,07,18","2004,07,24"
2004,09,05","2004,09,11"
2004,10,24","2004,10,30"
2004,12,12","2004,12,18"
2005,01,30","2005,02,05"
2005,03,20","2005,03,26"
2005,05,08","2005,05,14"
2005,06,26","2005,07,02"
2005,08,14","2005,08,20"
2005,10,02","2005,10,08"
2005,11,20","2005,11,26"
2006,01,08","2006,01,14"
2006,02,26","2006,03,04"
2006,04,16","2006,04,22"
2006,06,04","2006,06,10"
2006,07,23","2006,07,29"
2006,09,10","2006,09,16"
2006,10,29","2006,11,04"
2006,12,17","2006,12,23"
2007,02,04","2007,02,10"
2007,03,25","2007,03,31"
2007,05,13","2007,05,19"
2007,07,01","2007,07,07"
2007,08,19","2007,08,25"
2007,10,07","2007,10,13"
2007,11,25","2007,12,01"
2008,01,13","2008,01,19"
2008,03,02","2008,03,08"
2008,04,20","2008,04,26"
2008,06,08","2008,06,14"
2008,07,27","2008,08,02"
2008,09,14","2008,09,20"
2008,11,02","2008,11,08"
2008,12,21","2008,12,27"
2009,02,08","2009,02,14"
2009,03,29","2009,04,04"
2009,05,17","2009,05,23"
2009,07,05","2009,07,11"
2009,08,23","2009,08,29"
2009,10,11","2009,10,17"
2009,11,29","2009,12,05"
2010,01,17","2010,01,23"
2010,03,07","2010,03,13"
2010,04,25","2010,05,01"
2010,06,13","2010,06,19"
2010,08,01","2010,08,07"
2010,09,19","2010,09,25"
2010,11,07","2010,11,13"
2010,12,26","2011,01,01"
2011,02,13","2011,02,19"
2011,04,03","2011,04,09"
2011,05,22","2011,05,28"
2011,07,10","2011,07,16"
2011,08,28","2011,09,03"
2011,10,16","2011,10,22"
2011,12,04","2011,12,10"
2012,01,22","2012,01,28"
2012,03,11","2012,03,17"
2012,04,29","2012,05,05"
2012,06,17","2012,06,23"
2012,08,05","2012,08,11"
2012,09,23","2012,09,29"
2012,11,11","2012,11,17"
2012,12,30","2013,01,05"
2013,02,17","2013,02,23"
2013,04,07","2013,04,13"
2013,05,26","2013,06,01"
2013,07,14","2013,07,20"
2013,09,01","2013,09,07"
2013,10,20","2013,10,26"
Interest'over'*
me'
Week'
Search: "zum Mitnehmen" ("takeaway" in German)
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 18
Data Source: Google trends
Rising searches for “food delivery”
delivery near me Breakout food near me Breakout pizza hut delivery 190% delivery chinese food 140% chinese food 110% chinese delivery 100% food for delivery 80% thai food delivery 70% pizza delivery 60% !
Rising searches for “takeaway”
just eat Breakout just eat takeaway Breakout chinese takeaway menu 250% chinese menu 190% takeaway menu 160% chinese 110% chinese takeaway 90% takeaway online 70% thai takeaway 60% indian takeaway 50% !
Top-8 regions searching for “takeaway” 1 United Kingdom 2 Ireland 3 Australia 4 New Zealand 5 Norway 6 Denmark 7 Singapore 8 South Africa !
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 19
Interest over time: “online food order” Weekly data, 2004 -present
Data Source: Google trends
0"
20"
40"
60"
80"
100"
120"
2004(01(04"("2004(01(10"
2004(03(14"("2004(03(20"
2004(05(23"("2004(05(29"
2004(08(01"("2004(08(07"
2004(10(10"("2004(10(16"
2004(12(19"("2004(12(25"
2005(02(27"("2005(03(05"
2005(05(08"("2005(05(14"
2005(07(17"("2005(07(23"
2005(09(25"("2005(10(01"
2005(12(04"("2005(12(10"
2006(02(12"("2006(02(18"
2006(04(23"("2006(04(29"
2006(07(02"("2006(07(08"
2006(09(10"("2006(09(16"
2006(11(19"("2006(11(25"
2007(01(28"("2007(02(03"
2007(04(08"("2007(04(14"
2007(06(17"("2007(06(23"
2007(08(26"("2007(09(01"
2007(11(04"("2007(11(10"
2008(01(13"("2008(01(19"
2008(03(23"("2008(03(29"
2008(06(01"("2008(06(07"
2008(08(10"("2008(08(16"
2008(10(19"("2008(10(25"
2008(12(28"("2009(01(03"
2009(03(08"("2009(03(14"
2009(05(17"("2009(05(23"
2009(07(26"("2009(08(01"
2009(10(04"("2009(10(10"
2009(12(13"("2009(12(19"
2010(02(21"("2010(02(27"
2010(05(02"("2010(05(08"
2010(07(11"("2010(07(17"
2010(09(19"("2010(09(25"
2010(11(28"("2010(12(04"
2011(02(06"("2011(02(12"
2011(04(17"("2011(04(23"
2011(06(26"("2011(07(02"
2011(09(04"("2011(09(10"
2011(11(13"("2011(11(19"
2012(01(22"("2012(01(28"
2012(04(01"("2012(04(07"
2012(06(10"("2012(06(16"
2012(08(19"("2012(08(25"
2012(10(28"("2012(11(03"
2013(01(06"("2013(01(12"
2013(03(17"("2013(03(23"
2013(05(26"("2013(06(01"
2013(08(04"("2013(08(10"
2013(10(13"("2013(10(19"
Interest'over'*
me'
Week'
Search: "online food order"
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR
Convenience
New product opportunities
20
Meal solutions Better services for online food orders
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 21
3. Organic Determinant Predisposition Drawback Intervention Product
Awareness of current food production practices
Perceived risk
Education Social
support CSR
Sustainability megatrend
Organic/ Bio/Eco
Availability Price Trust Lack of
scientific evidence
Sources: Thøgersen, 2013
Thøgersen et al,. 2013 Bavinger, et al., 2012
Innova, 2011
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 22
Interest over time: “organic food” Weekly data, 2004 -present
0"
20"
40"
60"
80"
100"
120"
2004(01(04"("2004(01(10"
2004(03(28"("2004(04(03"
2004(06(20"("2004(06(26"
2004(09(12"("2004(09(18"
2004(12(05"("2004(12(11"
2005(02(27"("2005(03(05"
2005(05(22"("2005(05(28"
2005(08(14"("2005(08(20"
2005(11(06"("2005(11(12"
2006(01(29"("2006(02(04"
2006(04(23"("2006(04(29"
2006(07(16"("2006(07(22"
2006(10(08"("2006(10(14"
2006(12(31"("2007(01(06"
2007(03(25"("2007(03(31"
2007(06(17"("2007(06(23"
2007(09(09"("2007(09(15"
2007(12(02"("2007(12(08"
2008(02(24"("2008(03(01"
2008(05(18"("2008(05(24"
2008(08(10"("2008(08(16"
2008(11(02"("2008(11(08"
2009(01(25"("2009(01(31"
2009(04(19"("2009(04(25"
2009(07(12"("2009(07(18"
2009(10(04"("2009(10(10"
2009(12(27"("2010(01(02"
2010(03(21"("2010(03(27"
2010(06(13"("2010(06(19"
2010(09(05"("2010(09(11"
2010(11(28"("2010(12(04"
2011(02(20"("2011(02(26"
2011(05(15"("2011(05(21"
2011(08(07"("2011(08(13"
2011(10(30"("2011(11(05"
2012(01(22"("2012(01(28"
2012(04(15"("2012(04(21"
2012(07(08"("2012(07(14"
2012(09(30"("2012(10(06"
2012(12(23"("2012(12(29"
2013(03(17"("2013(03(23"
2013(06(09"("2013(06(15"
2013(09(01"("2013(09(07"
Interest'over'*
me'
Week'
Search: "organic food"
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 23
Interest over time: “økologisk” Weekly data, 2004 -present
Data Source: Google trends
0"
20"
40"
60"
80"
100"
120"
2004(01(04"("2004(01(10"
2004(03(28"("2004(04(03"
2004(06(20"("2004(06(26"
2004(09(12"("2004(09(18"
2004(12(05"("2004(12(11"
2005(02(27"("2005(03(05"
2005(05(22"("2005(05(28"
2005(08(14"("2005(08(20"
2005(11(06"("2005(11(12"
2006(01(29"("2006(02(04"
2006(04(23"("2006(04(29"
2006(07(16"("2006(07(22"
2006(10(08"("2006(10(14"
2006(12(31"("2007(01(06"
2007(03(25"("2007(03(31"
2007(06(17"("2007(06(23"
2007(09(09"("2007(09(15"
2007(12(02"("2007(12(08"
2008(02(24"("2008(03(01"
2008(05(18"("2008(05(24"
2008(08(10"("2008(08(16"
2008(11(02"("2008(11(08"
2009(01(25"("2009(01(31"
2009(04(19"("2009(04(25"
2009(07(12"("2009(07(18"
2009(10(04"("2009(10(10"
2009(12(27"("2010(01(02"
2010(03(21"("2010(03(27"
2010(06(13"("2010(06(19"
2010(09(05"("2010(09(11"
2010(11(28"("2010(12(04"
2011(02(20"("2011(02(26"
2011(05(15"("2011(05(21"
2011(08(07"("2011(08(13"
2011(10(30"("2011(11(05"
2012(01(22"("2012(01(28"
2012(04(15"("2012(04(21"
2012(07(08"("2012(07(14"
2012(09(30"("2012(10(06"
2012(12(23"("2012(12(29"
2013(03(17"("2013(03(23"
2013(06(09"("2013(06(15"
2013(09(01"("2013(09(07"
Interest'over'*
me'
Week'
Search: "økologisk" ("organic" in Danish)
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 24
Interest over time: “productos ecológicos” Monthly data, 2004 -present
0"
20"
40"
60"
80"
100"
120"
2004(01"
2004(05"
2004(09"
2005(01"
2005(05"
2005(09"
2006(01"
2006(05"
2006(09"
2007(01"
2007(05"
2007(09"
2008(01"
2008(05"
2008(09"
2009(01"
2009(05"
2009(09"
2010(01"
2010(05"
2010(09"
2011(01"
2011(05"
2011(09"
2012(01"
2012(05"
2012(09"
2013(01"
2013(05"
2013(09"
Interest'over'*
me'
Month'
Search: "Productos ecológicos" ("organic food" in Spanish)
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 25
Interest over time: “Bio Lebensmittel” Weekly data, 2004 -present
0"
20"
40"
60"
80"
100"
120"
2004(01(04"("2004(01(10"
2004(03(28"("2004(04(03"
2004(06(20"("2004(06(26"
2004(09(12"("2004(09(18"
2004(12(05"("2004(12(11"
2005(02(27"("2005(03(05"
2005(05(22"("2005(05(28"
2005(08(14"("2005(08(20"
2005(11(06"("2005(11(12"
2006(01(29"("2006(02(04"
2006(04(23"("2006(04(29"
2006(07(16"("2006(07(22"
2006(10(08"("2006(10(14"
2006(12(31"("2007(01(06"
2007(03(25"("2007(03(31"
2007(06(17"("2007(06(23"
2007(09(09"("2007(09(15"
2007(12(02"("2007(12(08"
2008(02(24"("2008(03(01"
2008(05(18"("2008(05(24"
2008(08(10"("2008(08(16"
2008(11(02"("2008(11(08"
2009(01(25"("2009(01(31"
2009(04(19"("2009(04(25"
2009(07(12"("2009(07(18"
2009(10(04"("2009(10(10"
2009(12(27"("2010(01(02"
2010(03(21"("2010(03(27"
2010(06(13"("2010(06(19"
2010(09(05"("2010(09(11"
2010(11(28"("2010(12(04"
2011(02(20"("2011(02(26"
2011(05(15"("2011(05(21"
2011(08(07"("2011(08(13"
2011(10(30"("2011(11(05"
2012(01(22"("2012(01(28"
2012(04(15"("2012(04(21"
2012(07(08"("2012(07(14"
2012(09(30"("2012(10(06"
2012(12(23"("2012(12(29"
2013(03(17"("2013(03(23"
2013(06(09"("2013(06(15"
2013(09(01"("2013(09(07"
Interest'over'*
me'
Week'
Search: "Bio Lebensmittel" ("organic food" in German)
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 26
0 50 100
organic foods
baby organic
organic baby
baby food
organic food
organic food
what is organic
organic food
whole food
organic food
Top searches for organic food
Rising searches
best organic food +300% what is organic +180% raw food +120% why organic food +120% organic food store +70% organic baby +60% organic dog food +60% baby food +50% whole food +50% baby organic food +40% !
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR
Organic
New product opportunities
27
Organic products targeted to niche markets
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 28
4. Authenticity Determinant Predisposition Drawback Intervention Product
Authentic/local products
Local as identity/pride/tradition
Local as protectionism
Rise of organic agriculture
Price Trust in
claims
Certified products
New labeling
systems EU Regulations
Food as an affordable indulgence
New types of certifications (PDO, PGA)
Celebrity chef-based cuisine
Sources: Henderson, 2011; Innova, 2011
de Solier, 2010; Mielby & Frøst, 2010 Halonen-Knight & Hurmerinta, 2010
Van Der Linden et al. 2008; Skuras & Dimara, 2004
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 29
Interest over time: “authentic/local food” Weekly data, 2004 -present
Data Source: Google trends
0"
20"
40"
60"
80"
100"
120"
2004(01(04"("2004(01(10"
2004(03(21"("2004(03(27"
2004(06(06"("2004(06(12"
2004(08(22"("2004(08(28"
2004(11(07"("2004(11(13"
2005(01(23"("2005(01(29"
2005(04(10"("2005(04(16"
2005(06(26"("2005(07(02"
2005(09(11"("2005(09(17"
2005(11(27"("2005(12(03"
2006(02(12"("2006(02(18"
2006(04(30"("2006(05(06"
2006(07(16"("2006(07(22"
2006(10(01"("2006(10(07"
2006(12(17"("2006(12(23"
2007(03(04"("2007(03(10"
2007(05(20"("2007(05(26"
2007(08(05"("2007(08(11"
2007(10(21"("2007(10(27"
2008(01(06"("2008(01(12"
2008(03(23"("2008(03(29"
2008(06(08"("2008(06(14"
2008(08(24"("2008(08(30"
2008(11(09"("2008(11(15"
2009(01(25"("2009(01(31"
2009(04(12"("2009(04(18"
2009(06(28"("2009(07(04"
2009(09(13"("2009(09(19"
2009(11(29"("2009(12(05"
2010(02(14"("2010(02(20"
2010(05(02"("2010(05(08"
2010(07(18"("2010(07(24"
2010(10(03"("2010(10(09"
2010(12(19"("2010(12(25"
2011(03(06"("2011(03(12"
2011(05(22"("2011(05(28"
2011(08(07"("2011(08(13"
2011(10(23"("2011(10(29"
2012(01(08"("2012(01(14"
2012(03(25"("2012(03(31"
2012(06(10"("2012(06(16"
2012(08(26"("2012(09(01"
2012(11(11"("2012(11(17"
2013(01(27"("2013(02(02"
2013(04(14"("2013(04(20"
2013(06(30"("2013(07(06"
2013(09(15"("2013(09(21"
Interest'over'*
me'
Search: "authentic food" and "local food" authentic food local food
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 30
0 50 100
the local
local food
local restaurants
organic food
organic local
local foods
local delivery
local food
eat local
local fast food
Top searches for local food
Rising searches
eat local food Breakout local delivery Breakout local restaurants +300% local food delivery +190% local food restaurants +190% organic food +160% the local +130% eat local +90% organic local food +90% local fast food +70% ! Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 31
Interest over time: “gourmet food” Weekly data, 2004 -present
0"
20"
40"
60"
80"
100"
120"
2004(01(04"("2004(01(10"
2004(03(28"("2004(04(03"
2004(06(20"("2004(06(26"
2004(09(12"("2004(09(18"
2004(12(05"("2004(12(11"
2005(02(27"("2005(03(05"
2005(05(22"("2005(05(28"
2005(08(14"("2005(08(20"
2005(11(06"("2005(11(12"
2006(01(29"("2006(02(04"
2006(04(23"("2006(04(29"
2006(07(16"("2006(07(22"
2006(10(08"("2006(10(14"
2006(12(31"("2007(01(06"
2007(03(25"("2007(03(31"
2007(06(17"("2007(06(23"
2007(09(09"("2007(09(15"
2007(12(02"("2007(12(08"
2008(02(24"("2008(03(01"
2008(05(18"("2008(05(24"
2008(08(10"("2008(08(16"
2008(11(02"("2008(11(08"
2009(01(25"("2009(01(31"
2009(04(19"("2009(04(25"
2009(07(12"("2009(07(18"
2009(10(04"("2009(10(10"
2009(12(27"("2010(01(02"
2010(03(21"("2010(03(27"
2010(06(13"("2010(06(19"
2010(09(05"("2010(09(11"
2010(11(28"("2010(12(04"
2011(02(20"("2011(02(26"
2011(05(15"("2011(05(21"
2011(08(07"("2011(08(13"
2011(10(30"("2011(11(05"
2012(01(22"("2012(01(28"
2012(04(15"("2012(04(21"
2012(07(08"("2012(07(14"
2012(09(30"("2012(10(06"
2012(12(23"("2012(12(29"
2013(03(17"("2013(03(23"
2013(06(09"("2013(06(15"
2013(09(01"("2013(09(07"
Interest'over'*
me''
Week''
Search: "gourmet food"
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 32
Interest over time: “gourmet mad” Monthly data, 2004 -present
0"
20"
40"
60"
80"
100"
120"
2004(01"
2004(03"
2004(05"
2004(07"
2004(09"
2004(11"
2005(01"
2005(03"
2005(05"
2005(07"
2005(09"
2005(11"
2006(01"
2006(03"
2006(05"
2006(07"
2006(09"
2006(11"
2007(01"
2007(03"
2007(05"
2007(07"
2007(09"
2007(11"
2008(01"
2008(03"
2008(05"
2008(07"
2008(09"
2008(11"
2009(01"
2009(03"
2009(05"
2009(07"
2009(09"
2009(11"
2010(01"
2010(03"
2010(05"
2010(07"
2010(09"
2010(11"
2011(01"
2011(03"
2011(05"
2011(07"
2011(09"
2011(11"
2012(01"
2012(03"
2012(05"
2012(07"
2012(09"
2012(11"
2013(01"
2013(03"
2013(05"
2013(07"
2013(09"
2013(11"
Interest'over'*
me'
Month'
Search: "gourmet mad" ("gourmet food" in Danish)
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 33
Interest over time: “comida gourmet” Weekly data, 2004 -present
0"
20"
40"
60"
80"
100"
120"
2004(01(04"("2004(01(10"
2004(03(14"("2004(03(20"
2004(05(23"("2004(05(29"
2004(08(01"("2004(08(07"
2004(10(10"("2004(10(16"
2004(12(19"("2004(12(25"
2005(02(27"("2005(03(05"
2005(05(08"("2005(05(14"
2005(07(17"("2005(07(23"
2005(09(25"("2005(10(01"
2005(12(04"("2005(12(10"
2006(02(12"("2006(02(18"
2006(04(23"("2006(04(29"
2006(07(02"("2006(07(08"
2006(09(10"("2006(09(16"
2006(11(19"("2006(11(25"
2007(01(28"("2007(02(03"
2007(04(08"("2007(04(14"
2007(06(17"("2007(06(23"
2007(08(26"("2007(09(01"
2007(11(04"("2007(11(10"
2008(01(13"("2008(01(19"
2008(03(23"("2008(03(29"
2008(06(01"("2008(06(07"
2008(08(10"("2008(08(16"
2008(10(19"("2008(10(25"
2008(12(28"("2009(01(03"
2009(03(08"("2009(03(14"
2009(05(17"("2009(05(23"
2009(07(26"("2009(08(01"
2009(10(04"("2009(10(10"
2009(12(13"("2009(12(19"
2010(02(21"("2010(02(27"
2010(05(02"("2010(05(08"
2010(07(11"("2010(07(17"
2010(09(19"("2010(09(25"
2010(11(28"("2010(12(04"
2011(02(06"("2011(02(12"
2011(04(17"("2011(04(23"
2011(06(26"("2011(07(02"
2011(09(04"("2011(09(10"
2011(11(13"("2011(11(19"
2012(01(22"("2012(01(28"
2012(04(01"("2012(04(07"
2012(06(10"("2012(06(16"
2012(08(19"("2012(08(25"
2012(10(28"("2012(11(03"
2013(01(06"("2013(01(12"
2013(03(17"("2013(03(23"
2013(05(26"("2013(06(01"
2013(08(04"("2013(08(10"
2013(10(13"("2013(10(19"
Interest'over'*
me'
Week'
Search: "comida gourmet" ("gourmet food" in Spanish)
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 34
Interest over time: “Gourmet Essen” Weekly data, 2004 -present
0"
20"
40"
60"
80"
100"
120"
2004(01(04"("2004(01(10"
2004(03(28"("2004(04(03"
2004(06(20"("2004(06(26"
2004(09(12"("2004(09(18"
2004(12(05"("2004(12(11"
2005(02(27"("2005(03(05"
2005(05(22"("2005(05(28"
2005(08(14"("2005(08(20"
2005(11(06"("2005(11(12"
2006(01(29"("2006(02(04"
2006(04(23"("2006(04(29"
2006(07(16"("2006(07(22"
2006(10(08"("2006(10(14"
2006(12(31"("2007(01(06"
2007(03(25"("2007(03(31"
2007(06(17"("2007(06(23"
2007(09(09"("2007(09(15"
2007(12(02"("2007(12(08"
2008(02(24"("2008(03(01"
2008(05(18"("2008(05(24"
2008(08(10"("2008(08(16"
2008(11(02"("2008(11(08"
2009(01(25"("2009(01(31"
2009(04(19"("2009(04(25"
2009(07(12"("2009(07(18"
2009(10(04"("2009(10(10"
2009(12(27"("2010(01(02"
2010(03(21"("2010(03(27"
2010(06(13"("2010(06(19"
2010(09(05"("2010(09(11"
2010(11(28"("2010(12(04"
2011(02(20"("2011(02(26"
2011(05(15"("2011(05(21"
2011(08(07"("2011(08(13"
2011(10(30"("2011(11(05"
2012(01(22"("2012(01(28"
2012(04(15"("2012(04(21"
2012(07(08"("2012(07(14"
2012(09(30"("2012(10(06"
2012(12(23"("2012(12(29"
2013(03(17"("2013(03(23"
2013(06(09"("2013(06(15"
2013(09(01"("2013(09(07"
Interest'over'*
me'
Week'
Search: "Gourmet Essen" ("gourmet food" in German)
Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR 35
0 50 100
gourmet food
gourmet recipes
gourmet foods
gourmet food
food and wine
gourmet food
gourmet food
gourmet
food magazine
gourmet food
Top searches for gourmet food
Rising searches food truck Breakout gourmet food truck Breakout gourmet chinese food +450% gourmet food recipe +130% gourmet food recipes +80% gourmet recipes +60% gourmet food store +50% gourmet food delivery +40% gourmet food market +40% ! Data Source: Google trends
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR
Authenticity
New product opportunities
36
Sources: Liao and Ma, 2009
Henderson, 2011
Products which appeal to personal inner needs (vs. social status) Products by specific authentic attributes (vs. brand name)
Products with opinion leader WOM endorsement (vs. expert endorsement)
ANA ALINA TUDORAN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
MAPP CENTRE FOR RESEARCH ON CUSTOMER RELATIONS IN THE FOOD SECTOR
Conclusions Increasing interest in:
Healthy snacks Veggie meals Meal solutions (home-meal delivery, take-away) Online food delivery Organic for niche markets Local food
Differences between countries Obvious ciclicity and seasonality of consumers´ interest over time
37
TATION pRÆSEN
MAPP Conference, December 3rd 2013 Middelfart, Denmark
Ana Alina Tudoran
Department of Business Administration MAPP Centre, QUANTS group
Bartholins Allé Building 1326- room 325 8000 Aarhus C, Denmark
Email: [email protected]
Thank you for your attention
