Outrospection & empathy

Meeting the new consumer

Recapping Sense & Sensibility 2012-2013

Trust Openness

Doubt Control

Feelings & words matter

Facts & thoughts matter

Crisis, of any kind

Prosperity

The change of paradigm

Consumer changes during Sense period

SENSE stimulates a heavy search for pragmatic solutions to life. search

for what makes more sense to me

A good idea depends very much on facts. You must deliver what you

promised, most often better than promised in words. Walk the talk

Brands are subordinated to consumers. Consumers make more

instrumental use of the brands

Back to roots, to protect the basis. Stick to what is the most

familiar to you

What comes next?

Enjoy

Freeze

Introspection Outrospection

SENSIBILITY SENSE

Open up

EMPATHY

We are now entering a new

era of consumer interaction & engagement

New rules are being written right

now

Empathy requires

Perspective thinking: understand the perspective of another person

Staying out of judgment: recognizing emotions in other people and

communicate on these

Feeling together with people: interaction and connection, not just

observation from the top of things

Everything is under reconstruction

New rules are written right now, as we speak

If we do not open up, go outside our self and interact, we might arrive too late

If focusing too much on introspection we might miss the power of outrospection

Outrospection

Knowing yourself by stepping outside your self

-Challenge our own rules

-Meet new people, look what they do, understand their lives

-Share experiences

The new consumer era is mainly

CONVERSATIONAL EXPERENTIAL

ListenUnderstandBond

Discover ChallengeSelf development

Retail Digital

Consumer Trends Romania 2013-2014

The new consumer: a more relaxed, adapted, never surprised, but highly

demanding consumer

We are living Adult times

Return to ME through outrospection (what’s in it for me from what it fits me?)

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Collective

Defensive

Low esteem / low national pride

Sensitive, vulnerable

Typical Romanian Features

Trend territories

Base: 1000* Based on Unlock Research conducted study on Romanian Values (2012)

Quantitative Cultural Shifts Survey: 2012 – 2013

13Trends declinations in 2013-2014

Pragmatism(management of

resources)

Defining words / needs Main Theme Consumer trends

Empowered consumer

Minimizing waste

Planned indulgence and the reinvention of the functional

Resourcefulness &

Responsibility

Smart is cool

Self-orientation Recognition of self, a

feeling of worthiness &

well being

Nationalism/ re-rooting

A feeling of comfort,

stability and even pride

Experience Curiosity and

advancement, up-grade

The cosmopolitan consumer

Quest for authenticity

Eyes open, wallet closed

Product aesthetics

New is the new norm

DYI/ day-to-day food artist

(Multi) Sensoriality

Life stylistic brands not just category brands

Brands fuelling change

Recovering traditions / cultural ID

Return to nature / provenance

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Trend teasing

The premiumization of private labels & small producers

Increasing belief that private labels can be as good as big brands

Examples : High presence of 365 & Gusturi Romanesti

1

Humanizing the face of retail

Ensures better traceability of food and provides buyers with emotional comfort

Examples: Brutaria din Sat, Petru Covrigarie, Mierea Mos Costache, De la Ferma Branza de Burduf.

2

VersatilityBasic products that can be used in multiple ways in order to save time & money (chicken, simple yogurt) Recycling food

Examples: Buying a bigger quantity of minced meat and making 3 types of food from it

3

Trend teasing

Simplicity reinvented Build / rebuild products with minimum / existing resources Make a lot of use of creativity

Examples: lots of shows and media investment

on how it’s made

DYI as therapy and way of reinventing yourself

4

The value of experienceBrand connection is done through brand actions

Examples: Participating in food fairs so as a way to totally immerse into the “taste, smell, touch, see” food experience

5

Attention to health and physical integrity as a WAY OF LIVING Women resort to the advice of nutritionists and start applying on a daily basis the recommended principles

Brands that talk of a way of living than just products – “Abdomen plat” from FitnessBreakfast rules for Cappy or Belvita etc.

6

Thank you!