Changing Trends in Health, Wellness, and Consumer Behaviour

1. 2011 TRENDS: HEALTH, WELLNESS & THE CONSUMER ...the challenges & opportunities

3. Why this discussion is so important… The Global Health Report Card Consumer needs change and evolve Retail landscape is changing The path to the "Road to the Kitchen" Technology and Social Networking is creating a new information paradigm

4. Consumers are HUNGRY for recipe, health & food information!

5. 2010…a new “food” face in Washington A new generation of farmers & ranchers War on food safety FDA & USDA overhaul $$ for education includes fitness, nutrition and school lunch programs

6. 2010…another new “food” face in Washington Food role model? The White House Organic Garden Let’s Move Celebrity Chefs & others race to the White House

8. 2009 Predictions came true… • Less is More: Food brands will continue to use “real foods” on ingredient labels & shortening the label’s length – less is more . • Getting Back to Basics: Americans have shifted away from the art and glamour of meal preparation and are now focused on preparing easy, great-tasting meals to nourish their families. • The Butcher’s Back: Now more than ever, people want to know where their food is coming from, especially in the meat case where the labels can often list multiple countries of origin. Expect a renewed interest in local butchers, long viewed as a figment of the past. • Power of the Collective: Expect that more shoppers will depend less on advertising and more on social networking and word-of-mouth to help them make decisions on what foods to buy. • Relaxation Foods: More brands will focus on positioning their products as “relaxation” foods rather than “comfort,” with the message of helping people relax and unwind.

9. The “New” Nutritional Guidelines • Guidelines in cooperation with the White House's “Let's Move” program - and technology - empowers the population to make changes in their diet. • Foods will be looked at more holistically rather than focusing on certain nutrients or ingredients • Look for simplified ingredient statements • Expect the produce department to change dramatically • All-natural claims are out

10. The New Customer Service • It’s all about Food Apps as technology not only allows for in-store information, but will also be used as the checkout • Look for the next generation of restaurant apps that will allow you to pre-order from the restaurant’s menu.

11. Seafood from the Gulf is the “New” Protein • As the Gulf repairs itself, expect an enormous focus and support for the fisherman and seafood from this region. • Prepare for more Cajun spiced dishes combined with health messages about seafood. • Look for supermarket retailers to create major themed promotional events that include Mardi Gras, but go well beyond to highlight the Gulf Region as the new epicenter for food (sorry Napa!).

12. The New Vitamin—Vitamin D • Look for naturally occurring Vitamin D to be touted everywhere. • Milk will make a big comeback with kids and adults, and this time around it’s all about "white", as flavored, colored and sweet milks make their way out.

13. The “New” Soda • Look for new beverages to hit the shelves with less carbonation, a blend of Stevia and unique fruit based flavors • Expect this beverage to quickly become the favorite amongst aging boomers • Also expect these beverages to become the new alcohol mixers of choice with the younger, 20-something demographic.

14. The New Food Allergy—No Allergy! • Look for more advanced medical testing to correctly identify those afflicted with food allergies

15. The “New” Local is Regional • Look for regional foods to emerge that are based on the tastes and culture of the areas they are sold in • Major brands will begin to market special flavors based in limited geographical distribution, the cultural heritage of their customers and using named and sourced "local' ingredients

16. What does the consumer think?

17. Improvements that consumers want • Lower prices • More local • More variety • Better service • More fresh

18. When selecting and choosing foods…what is MOST important? Check Top 5

19. What influences your food purchases? Check all that apply

22. It is NOT about the program…it’s about the COMMUNICATION

23. 53% of consumers dislike supermarket shopping… 14% say they “hate it”

25. A Holistic Approach To Life Mental Physical ENJOYMENT Spiritual Emotional

26. Who is the consumer?

27. The New American Consumer • WWII Generation • Baby Boomers • Generation X • Echo Boomers • Generation Y • MetroSexuals • Cultural Diversity • Income • Family Size

28. In 2010 the first of the Baby Boomers are 65!

30. The Consumer is becomingthe COMMANDERof the shopping experience…

31. DoCoMo, ScanBuy, CellFire, iPhone, iPad are replacing the shopping list, the credit card and the search engines

34. MY Information Technology By Dec 2011: 28 million iPads sold >1 million apps Already $20+ billion spent on apps

35. The consumer as pundit 35 hours of video uploaded every minute 2 billion+ views every day 500,000,000+ unique users

37. Example Rating

38. Health & Wellness Credibility is Non-Negotiable “the 6 drivers of credibility” • TRUST • AUTHENTICITY • TRANSPARENCY • AFFIRMATION • LISTENING • RESPONSIVENESS

39. How do we get to the future…faster?

40. Be sure to sign up for Food, Nutrition & Science The Lempert Report

41. The 3 questions you should be asking…

42. What’s the NEXTBIGH&W TREND?

43. What are the THREEthings you would like to know about militaryconsumers that you do not know today?

44. What’s the Retail Innovationover the past 12 months that you find the most interestingthat is NOT H&W related?

46. The future of the Food Worldis in The Three “C”s Cater… to health and wellness Create… a convenient shopping experience Celebrate… food, preparation and taste

47. Final Thoughts Consumers want more food information Consumers are bored with their foods The retail world is in flux 2011 is about: Health Indulgence Ethnic EVERYTHING Convenience Technology Value Focus on the Relationships