 So, rwy'n gweithio i gael eu perspektif sy'n gweithio ysgol, a rwy'n gweithio 5 lle i'r ysgol. Mae'n gweithio 5 lle syddau'i'n gweithio'r lle i'r gweithio.. Ac rwy'n gweithio i'r gweithio ysgol yn gweithio'r llangrwydol yn ffwg ac yn gweithio. Felly, rwy'n credu, rwy'n credu y 5 yn rhannu arall. Yr ystod o'r economi a'r ydych chi'n ymdegu'r cyfrannu am y cyfrannu ar gyfer gyda'r mynd i'r rhaglion gyda'r cyfrannu. Yr ystod y byd yn y fwy, nad yw'r cyfrannu sy'n gwybod yw llunio. Yn chi'n adeiladur hyn yn gallu ei ddweud o'r hyffordd maen nhw i'n gallu ddweud a'r hyffordd ffodol, yw'n gallu ffodol i ddweud o erbyn. y terfodd yn ymgyrch ond o'r ddaeth cysyma yma o'r cyfnodd ar hyn o'r cyfriddol cyffredig. Felly, mae'n cyfriddol ar y gweithio'r gweithio. Yn y 4, mae'n gweithio ar y cyfridg cyfeidliadau cyfridg cyfan, mae'n cyfridg cyfridg cyfan, yn y stres ymgyrch yn ei gilydd ar y gweithio. Mae'n gweithio ar yw'r cyfridg cyfridg cyfan ac mae'n o'r gweithio. The fifth topic is about health and wellness and how consumers are using food to help them manage health and wellness. Lastly, just some thoughts for the implications of this for Irish food. I'm sorry, I'm having the same problem that other people had. Perfect, thank you. So, as the introduction said, I work for the Futures Company. People formally know us as Henley Centre. It became Henley Centre Headlight Vision and we merged with a company called Yncholovic. That was all going to get far too much of a mouthful as a brand name, so we rebranded as the Futures Company. But we have a long history of looking at consumer lifestyle and societal trends going back 30, 40, 50 years. Yncholovic was the first organisation to coin the term baby boomers in the US. We've spent a long time analysing how society is developing and how consumers are developing. What we do is we apply that knowledge to help organisations, some of which you see up there, to unlock future opportunities for growth so that that's what we do. We have a long working relationship with Bored Beer. We've worked five plus years with Bored Beer, again helping them better connect with the consumer, working out what the consumer wants and working out how you communicate that to their stakeholders to help unlock opportunities. Moving on to my first theme then. What we see is that consumers currently globally are facing a moment of transition. Up until two or three years ago, consumers were feeling that there was a long global boom and everything was certain, that the prices of basic goods were falling. One of the previous presentations was showing the fall in the price of food and the cost of food. People felt that their spending power was increasing and they were operating in an environment where they had increased choice and empowerment. So they felt that the consumer was in control and the consumer could choose. But exacerbated by the financial crisis of 2008, a lot of these assumptions are being challenged. So consumers are seeing actually the price of basic goods is rising rapidly and suddenly they're finding that their spending power is much more constrained and as a result they're feeling less empowered and having less choice. And so we're seeing a kind of new world opening up for consumers. What's interesting is that the old world is still in place. It's not as if we've suddenly flipped a coin and everything's changed. People are still working on some of the assumptions of the old model. But what we see then is a moment of transition and that some people feel they're doing better out of this and some people are feeling they're a lot worse. What we're seeing is that there are divergent opportunities for consumers in this new landscape. Firstly, there's kind of divergent by different geographies. So we do a study called Global Monitor and that looks at consumer attitudes in 20 different markets around the world. What we have done is analysing that data, we can put consumers in these 20 markets into kind of three broad buckets. The first bucket is those at the top who feel that the economic conditions mean that they feel stressed and they're struggling to cope. And this is a kind of broadly looking at the consumer. But we see that there are countries like Ireland, like France, Spain, Italy and Japan who are in this bucket and they're facing real changes to their everyday lives. When I do qualitative research, when I go out and speak to consumers in some of these markets you find that the state of the economy dominates some of the conversation. So I was in Ireland a few months ago talking about people's choice of drinks and people were telling me that the economy is really shaping the way that they drink and people are talking about drinking a lot more at home, going out less often but also just the way that they're kind of trying to look to value price is very important but they're looking for value in very different ways. So people feel that it's quite difficult to cope if they're having to make big kind of lifestyle changes. Then there are a group in the middle who we are calling they are a bit cautious and uncertain about the future. So this is some of the big, you know, the US, Germany, the UK but also Russia, Mexico and Colombia are in this group. And there people have been affected materially by the global downturn and people are really feeling the effects of it but often it's actually their kind of perceptions of it. They feel that they should be doing something different or it's changed their thinking more than their behaviour. So they're cautious and they're uncertain. So they're putting off kind of big purchases. They're thinking about what they do differently even if they don't feel very much worse off. And then there's a third group. The third group are hopeful and optimistic. They're people who haven't necessarily seen the downturn because of the state of the economy or just they're in a big growth phase. So here we see the kind of big markets of Brazil and China but also places like Turkey and South Korea and Australia which has been sheltered from some of the worst effects of the recession and here people actually are seeing there's great opportunity while there's kind of been a more kind of depressed place for some other consumers. They're feeling much more hopeful about the future and they're feeling optimistic that both their countries' economy will grow but also personally that their own spending power and their financial position will improve over the next few years. So there's a great kind of disparity by geography in the way that consumers are facing the recession. There's also disparity in terms of age cohorts. So the 50 plus age group when we look at them although there are obviously people who have been affected by the recession that group have been affected far less so they have more discretionary income than any other demographic and so they've been sheltered on the whole that they've made their wealth. They own property. They feel more comfortable in thinking about the future. When we look at the younger age cohorts and the people who are in their late teens and early 20s it's affected this age cohorts much in a much greater way. So looking at 17 countries in the euro zone job has come to the young so that 20% of January 2001 just over 5 percentage points since February 2000 were met before the kind of financial crisis really hit. And we have talked to commentators about a new lost generation of consumers who face rising house prices less access to credit, who face big debts from their studies from being a student and they're kind of ready to get jobs now and there is a real kind of worry that there will be this lost generation who have very kind of poor prospects and will be paying back debt for a long, long time to come. So there's disparity in age cohorts. What we also see is even within markets so within the UK, within Ireland people feel differently about this. So this is some data from a study that we've done in fact in conjunction with Bored Beer called Feeling the Pinch. We've done people's responses to the economic downturn and we see that people in Ireland and in Great Britain we ask them how will your spending over the next 12 months change compared with last year and to be honest the pitch is not a particularly pretty one if you're a kind of producer of consumer goods in that the majority of consumers think that their spending will stay the same or probably decrease a little or a lot. There is only a small proportion of consumers both in Ireland and in the UK who think over the next 12 months their spending is going to increase. So even if the reality doesn't match this people just feel that their spending power is going down rather than going up. But what does this mean for food? What does this mean for food manufacturers? I think the kind of key bit that we see is that consumers are not just looking for the cheapest price. Consumers are finding new ways of coping with this new condition. People are scrutinising the value that food brings to their lives and what they're getting for their money so they're looking much more carefully about doing which brings me onto my second theme which is about people searching for value and more than ever consumers are looking to get the best possible value out of the money that they spend. We're still living in an era where the access to choice we have is much greater. A lot of this is driven by technological advancement which means that we have access to a huge amount more information but we can buy goods from around the world much more easily. So consumers still do feel more empowered to make their own choices and they're finding out a lot more that they're able to really assess value in many different ways than they were before. So deciding what actually represents good value in the food you buy becomes a lot more complex question and that there remains a kind of relationship between quality and price but people look at things like trust and familiarity but also looking at things like provenance and wider environmental and social concerns. These now become much part of a much richer value equation and there is still room for luxury. One of the things that we've seen in many different markets actually is that people are putting off the big treats like going on expensive holidays and spending their money on smaller treats. One of the things is that food and drink for many people represents one of those smaller treats. It's a way of connecting with the family, it's a way of connecting with friends and actually enjoying yourself in a fairly rooted down to earth way. So there is still kind of room for luxury and indulgence. It's just that people aren't doing it with such kind of abandon as they were before. What we're seeing actually is that consumers want to be in more control of what they're buying. They want to search value much more readily and people find themselves thinking twice about making even the smallest day-to-day purchases. So 70% of Irish consumers agreeing with that and 62% of British consumers. We see this in the way that people shop. People are looking much more carefully about the price of things and they're using things like technology to help them do so. So we're seeing the rise of the iPhone app which helps you compare prices across different supermarkets. People are looking for value in lots of different ways. People are looking to club together to buy things. The phenomenon of Groupon in the UK is huge in that people are looking to kind of collectively get the best prices. So there are lots of ways in which technology is helping people seek better value out of what they do. People are also then looking for things that are more personalised. They're looking for value that's going to be personal to them so they can be sure that they're going to get great value out of the products that they buy. So this example is from cattle chips in the UK and it's a kit for making your own crisps. It's saying you can mix the flavour how you want so it's introducing a bit of a playful, fun element to what otherwise might be a more standard purchase. But it's saying you can personalise it but you're going to have fun. It makes it more of a complete experience. So I'm getting much more value rather than just the food value out of this purchase. It's encompassing a lot of different elements of value. There are also kind of encouraging signs for the food industry. We ask people about a question. If my finances improve in the next 12 months, what do you like to spend more on? When we're looking at the grocery shopping arena, 49% of consumers say that if their finances improve, they're going to buy more expensive cuts of meat. It's kind of one of those simple everyday luxuries that people feel that they're holding back at the moment but if their finances improve, that's one of the things that they feel that they're going to spend on. Before everybody gets too excited about that, bear in mind that there was only 12% of consumers who felt that their finances were going to improve in the next 12 months. So on to my next theme, which is about sustainability of consumption. People are increasingly aware, and this is partly just the information that's available to them, about the kind of issues of sustainability, the impact that consumer culture has on the environment and kind of the social concerns. A lot of people have speculated that the economic crisis would change this, that people would forget about it all of a sudden. What we've seen is it hasn't gone away at all. The focus that people have might have changed a little bit, but it's still there and it still matters a lot to consumers. What's happening is often that consumers are hoping that the companies that they buy from and the companies that they deal with will help them make more of these choices. It won't be so much down to them just to spend more money or make the effort in this. They're looking for people who will partner with them and help them make more sustainable choices, thinking about the impacts both globally, but also on their local community. One of the things that we've seen is that people's environmental concern has often become more local as the kind of recessions hit. But also what we've seen is that there are people also who kind of think about sustainability choices as good ways and smart ways of saving money and making better value judgments. There is a big word of caution here that alongside this skepticism is rising and there is an increased need for more proof of environmental credentials. We ask people a question in one of our studies. I don't believe the claims made by environmentally friendly products and what we've seen is across different regions, across Asia, Eastern Europe, Western Europe, North America and also in Latin America, this is on the rise. People don't say that they don't believe the claims made by environmentally friendly products, that people have seen a lot of greenwash and they're looking for people to back up their claims with information and for those claims to be transparent and obvious to them. What we do see is that companies that make it easier for people to make green choices are proving very popular to customers. Reducing waste is an area that people often think of first off and an example here from Mos Burger which is a Japanese burger chain. This chain is an interesting example because it links a lot of the messages around more healthy choices with sustainable concerns as well. It talks about healthier choices of food but also looking after the wider environment. It talks about the sustainability and the recyclability of all its packaging and all of its waste so that it has a minimal environmental impact. The other kind of way that organisations are helping people make good choices are through supporting local good causes. This is just an example from the UK, the supermarket Waitrose allocates £1,000 per month to each store but then encourages consumers to get involved in how this money is allocated. You have a green bin and you put a coin in that and that represents where the money will go to that month. It involves people more directly so that they feel through their shopping they are helping their local community even if it is just in a fairly simple and small way. My fourth theme is about consumers' lives. They are looking to cope with the demands of on-the-go hectic lives. One of the responses to the recession that we have seen is that consumers are putting their head down and working hard and they are struggling to make ends meet. This often means that they have less time to do some of the basics so they are looking for convenient solutions or at least solutions that fit into busy non-stop lives. Some of those things that we have seen and this on the left is an example from Russia is the middle ground of convenience. This is from Campbell's soup. We are not going to try and sell you a homemade soup because they realise that one of the pleasures that Russian consumers have is making soup themselves but we are not going to give you just a bunch of raw ingredients. This is the kind of base for a soup that Russian consumers are using a lot of so it is kind of not ultimate convenience but it is not making from scratch. It is that kind of middle ground. Other ways that companies are responding to this is almost the opposite of Red Bull. People were talking about Red Bull in terms of energy management earlier. This is the antidote to Red Bull and it doesn't help you speed up. This is something that helps you slow down. We are seeing increasing numbers of these products that are in the kind of energy management space whereas previously there was lots and lots about giving you more energy. This is helping people unwind at the end of the day and people are looking for solutions like that. Finally, people are looking at the impact that these lifestyles have on their health and wellness. They are looking for help in finding foods that help them manage their day-to-day health. People want to be more in control of their health and to manage it and improve it through making better choices. As kind of the cost of healthcare increase as more and more of that is pushed on to the individual people are using food as a way of managing this more and more but managing these choices becomes more complex. It's really difficult for people to do. They're bombarding with messages about what food is good to them and what they should eat to help manage their health in the short term but also in the long term. It's the products that really help consumers navigate that that they're doing well. There's examples of things that help people boost the body. Somebody referenced in Innocent earlier that they've done very well in providing that ultimate convenience health food, the smoothie. They've extended that and this is Innocent 5 for 5 cafe and they are offering people a whole range of food that helps you get your five a day that you can all eat in one cafe where that means that people go out and eat what they like after that. I don't quite know but it's kind of tapping into that trend of making it easier for people. Similarly, Hargan Das have looked at a way of doing this about stressing its natural, pure and fresh ingredients. Hargan Das 5 says this ice cream just has five ingredients in it and so they're trying to make it seem more simple. This is not about saying it's health food but saying about if you're going to indulge make sure it's natural and make sure that the harm that it might do you is minimised. So what does this say for Irish food? We recently did a study looking at perceptions of Irish food in the UK and the findings match up very much with what Aidan was talking about earlier and that people's perceptions of Irish food amongst UK consumers are very positive and I read this data in two ways. The first way says it's hugely positive so lots of the things that consumers are looking for made with traditional ingredients and processes it's food that tastes great, it has high production standards and good value for money and it's simple food. Those are the things that people tell us again and again that they're looking for so Irish food has a great starting point. The kind of flip side of that is that we have 30% of our respondents who said well none of that applies I don't know what Irish food stands for and it says to me that there are lots of positive associations with Irish food but they're not all that strong. In the UK and Ireland's closest neighbour a lot of people can't really talk about what the real benefits of Irish food are and if you extrapolate that more globally I think there's a job in promoting some of those very positive attributes more globally to consumers around the world because it is what consumers tell us that they are looking for. So kind of three challenges for Irish food that the first is knowing which consumers to target knowing which consumers geographically also demographically and by lifestyle knowing what their priorities are what they're looking for from their food. The second challenge is about helping customers navigate some of those tricky choices help show consumers that they're getting getting good value for their money and value for money isn't just about the price for the food that they get but also showing consumers about how you're helping them navigate some of those tricky choices around sustainability and showing them about those tricky choices difficult choices around health. And the third challenge really is emphasising the consumer benefits and the true value of Irish food. So it's very well saying Irish food becomes from this kind of green and beautiful land where the population is convivial but what does that mean when I'm putting the food on the table for my family? I'm translating into benefits that I'm going to feel every day. So thank you very much indeed.