Trends - PIGHAT

• Provenance (local and fair trade) Terry Leahy, 'I believe we're seeing a fundamental shift in the priority that consumers place on food,' said Leahy. ‘The growth in the proportion of our customers buying organics is fastest among less affluent customers.’ Going up: the new Tesco price strategy, Amelia Hill, Sunday September 2, 2007
• Individualism - trend for "looking after me" which centres on self-orientated gratification and is reflected in consumer through; “Shopping for leisure” / Pleasure seeking lifestyles. Consumers want to interact with brands – expressions of personality
• Globalism – growth in travel and information driving consumer awareness and exposure to new cultures, traditions and experiences internet, media features and low cost airlines have opened up consumers to new
• Home – Staycation
• Accessibility lower income and mid-market consumers are increasingly seeking luxury on a budget. 'Accessible premium' brands have emerged with consumers trading up across different categories - Ice Cream / Coffee / Confectionary
• Time and lifestyles pressures - seen in growth of convenience shopping as consumers look for solutions that fit their lifestyles.
• Diet and health and interest in cooking – TV, restaurants, classes, cook books etc
• Overtaking the removal of salt, sugar and fat, going Natural was the star of new product launches during 2008. 1 in 4 products launched in 2008 led with a Natural claim on pack. (Mintel)