DAWN FARMS TOP 9 | ISSUE 46| 2018

GLOBAL UPDATE ON CONSUMER, MARKET AND MENU INSIGHTS. 

1. TRENDS EVENT: FOODPEOPLE 2019/20

This week we attended the foodpeople’s 2019-20 trends event, held at the Royal Horticultural Halls in Westminster. Looking ahead, the big consumer force for change is clearly ‘Revolution’ which sits right at the centre of 2019-20 trends wheel. Recurring themes were anti-establishment, Instagram and flexitarianism; a worthy desire to nurture people and planet while celebrating the flamboyance and fun of food. Click here to see our highlights from the day>

2. SUBWAY SAUCE BAUBLES

To promote its new festive menu in the UK/Ireland, Subway has unveiled a range of unique Christmas tree decorations. The Subway baubles are filled with its most popular sauces (Chipotle Southwest, Sweet Onion and Red Chilli). Subway fans have created a social media frenzy trying to get their hands on the sauce-filled baubles, but they are only being tested and won’t be rolled out until next Christmas.  Subway’s new festive menu is available now (click here to view>) and includes a Christmas Cracker Sub and Christmas Cracker Signature Loaded Wrap, both filled with turkey, bacon, cranberry and orange chutney, pork and sage stuffing and gravy.

3.  BK & MCDONALD’S REVISIT BBQ 

In burger news, Burger King UK has introduced two Texas BBQ-inspired burgers. The Texas BBQ King has two flame-grilled beef patties topped with smoked bacon, crispy onion rings, melted cheese, and tangy BBQ sauce. The Texas BBQ Crispy Chicken offers the same but with a breaded chicken fillet instead. Meanwhile, McDonald’s is revisiting snacking option Cheesy Bacon Fries, launching it in select US locations. This time it’s using smoked bacon bits instead of applewood smoked bacon. McDonald’s Spain has recently topped its ‘Top Fries Bacon & Cheese’ with bbq sauce - view here> while McDonald’s Austria offers ‘Fun Fries Cheese and Bacon’. 

4.  WHAT’S THE WORD OF THE YEAR?

The term 'Single-Use' has been named Collins Dictionary’s Word of the Year for 2018, and not in a good way. Some 74% of consumers claim to be more aware of the environmental impact of their plastic packaging, specifically pointing to reusable packaging and cups as driving their choice of venues. IGD’s 2018 FTG Conference highlighted 5 mega tends that will shape the food-to-go market. Topping the list, time optimisation has 31% of under-325 consumers seeking self-service checkout. Personalisation, experimentation, and health conscious consumers are the next wave of retail with 31% of consumers stating they'd eat out more frequently if healthier options were available.

5. FESTIVE MARKETING WITH A TWIST

Let’s start with KFC’s Battle of the Birds western-style TV ad (click here to view>), reminding us that while “turkey comes and goes, chicken is here to stay”. Hijacking Fenwick’s illustrious festive window display, Greggs reversed its logo at its Newcastle store so its reflection can be seen by everyone visiting Fenwicks.  Meanwhile, Taco Bell USA is extending its Mexican party concept. ‘Party by Taco Bell’ offers party packages at select locations, such as reserved seating and party decorations. Keen to get a slice of the festive action, Villa Italian Kitchen is proposing a new turkey stuffing – with recipe recommendations on how to incorporate deluxe pizza into the Thanksgiving turkey.

6. DOMINO'S FRANCE CAL'ZONES

New from Domino’s France is a range of Sandwich-Calzones - click here to view the new Le Cal’z ad> The new snack pockets are stuffed with a variety of global flavors featuring La Cal’z Beef in Dallas Sauce, Merguez BBQ, Chicken Curry and Tuna in Dallas Sauce (€4.99).  Domino’s France has just added 2 dairy free cheese pizzas to its menu - “Everyone is entitled to a tasty pizza”. It recently accompanied its 2 new BBQ-themed pizzas with a blackmailing-themed ad – watch it here>

7.  NO SMOKE WITHOUT FIRE

The interest in marijuana as it pertains to food is fast-becoming a hot topic. Marijuana has been legalized in 10 states and Washington, DC and, according to Marijuana Business Daily, marijuana revenue for 2017 was around $6bn – more than Oreo cookies and organic produce combined. According to National Restaurant News, there will be an increasing use of CBD in food products and that market will evolve at a quick rate as legal prohibitions fall. Products from snacks and sweets to dog treats are all being infused with hemp oils. To read more about marijuana’s influence on the food industry click here >> 

8. SOCIAL BUZZ AROUND CLEAN LABEL

A new social listening study reveals the two most talked about food topics on social media: clean label and indulgence, with a “dramatic increase” in discussions about clean label in particular. According to FrieslandCampina Kievit; consumers see a clean label diet as a lifestyle statement and something to be proud of. Given the rise in convenient yet fresh food, meal kits are also in conversations online. Along the same theme, Panera bread has launched an online marketing campaign called ‘Food Interrupted’ (watch a trailer here>) in which it provides a series of videos rolling over the next six weeks exploring food issues. 

9. DISCOVERY: KEY THEME FOR 2019

Watch out for new experiences targeting adventurous consumers in 2019, according to Innova Market Insights. There has been a 35% growth in launches of food and beverages with the “discovery” claim from 2016 to 2017. The adventurous consumer group is larger and broader than millennials or other generations which gives it more influence on food trends. Another interesting find is an increase of 17% CAGR in new food and drinks that use ethnic flavours with the name of the region of origin between 2013 and 2017.  In the coming year, consumers are expected to look for more unexpected, sensory experiences.