The Future of Food: How Changes in Technology and Society Is Transforming Food and Grocery
Technology and society are transforming the way we shop.
As digital natives will become the biggest demographic group by 2020, they will have very different expectations for shopping and cooking and anyone in the food industry should be looking for new ways to proactively embrace the change they will bring.
At this year’s Smart Kitchen Summit, Nick Holzherr, CEO and Founder of Whisk.com, shared his insights on the impact digital natives will have on the future of food experiences and the importance of personalized content. Nick explained how retailers, publishers, and IoT companies are building a personalised shopping experience to better engage their users and get a higher return on investment from their efforts.
“Millennials are spending more time seeking out inspiring food and recipe content than any generation before. With the whole grocery sector evolving so rapidly, data-driven retailers and brands who understand the user journey from inspiration to purchase will be the quickest to adapt to this change diving deep into the data about their users, recipes and store products. Smart food businesses as well as IoT companies can use this data to build smarter solutions and seamless user journeys for their customers.”
– Nick Holzherr, CEO and Founder of Whisk.com
Nick’s top five observations: how society and technology are changing shopping experiences and what you can do today to start building a sustainable solution for your future users and customers.
1. Food content is becoming increasingly important in the connected home
Millennials seek out food content more than any other generation, according to Allrecipes.com. With recipe discovery being the first step in consumers buyer’s journey, engaging content is increasingly important for anyone in the food industry.
As users increasingly expect their homes and mobile devices to connect and supply smarter, more connected experiences, recipes with well-structured, high-quality content will become the engine that uses up ingredients in the fridge, switches on you oven or hob and organises your weekly shopping.
2. Grocery shopping is a shared experience
Grocery shopping has come a long way from women being responsible for the household grocery shopping. It is an increasingly shared experience with partners collaborating on food choices and building their shopping lists together. Innovative retailers and publishers are creating smarter and connected shopping experiences that help people seamlessly collaborate throughout their whole purchase journey both online and in store.
3. Wellbeing drives food choices
Millennials are making healthier food choices. They are concerned about the nutritional data of the food they eat at home. Publishers can use this as an opportunity to display nutritional data and health scores on their recipe sites to better engage their users while users can personalise their recipe feeds to recommend the most suitable recipes.
4. Personalisation drives engagement and food purchase
The average person cooks the same 7-9 recipes on repeat week in, week out. When they look for new recipe ideas, they don’t expect recipes from just one publisher or retailer targeted to the biggest audience, they expect recipes personalised to their food preferences and past choices as well as ideas that anticipate their tastes based on weather, occasion, ingredients they have or previous behaviour.
Consumer-focused IoT companies understand that their users expect recipes from different platforms, not only the ones built into their smart appliances.
5. Consumers expect connected experiences
To understand the user journey from discovery to purchase, companies need data in three key areas: recipes, store products, and users. Offline purchase still accounts for 95% of all grocery shopping, however the journey usually doesn’t start in the store. By understanding crucial data about how their consumers research, collaborate, buy, cook and enjoy food, companies can build more connected and engaging experiences.