‘What we eat & why’ is a study by the consultancy NellyRodi. It provides a better understanding of what influences the culinary choices of the French. The study gives brands the keys they need to remain attractive to gourmets. In particular, by making use of social networks.

NellyRodi is a consultancy specialising in foresight for the creative industries sector. Its study ‘What we eat & why’ addresses the growing attraction of food, described in the study under the more ‘marketing’ term ‘food’.

Through its study, NellyRodi aims to help the food and retail sectors understand what influences the French people when it comes to purchasing food or choosing an experience. It also offers a precise analysis of the major market trends.

The study distinguishes the marketing elements of ‘food’: innovations and labels based on social and environmental responsibility (‘CSR’), new gurus of good eating, and the recognition of chefs as ‘sacred’. Juxtaposed, combined and defined, these elements help to reinvent the idea of eating by associating it with pleasure as well as health.

The development levers for players in the food sector or brands outside the sector need to be clearly identified. The study highlights a new holistic approach to food.

Having a selection of organic, local products on the shelves - whether in a delicatessen or a specialist grocery store - that are often impossible to find elsewhere: this is something that lends a different, original image to food brands and products. In this way, they become vectors of emotion and creativity and are positioned in a premium and exclusive niche.

Food therefore serves to give brands a stronger identity by providing them with five levers to influence consumers. The study identifies a key driver (heritage), an emotional driver (memories), a visibility driver (virality, pop culture), a creativity driver (innovation and new codes of disruption and boldness) and a commitment driver (responsibility and education). 88% of the people questioned in the NellyRodi survey acknowledge that the composition of their plate is motivated by sharing and conviviality.

Social networks have become essential

One of the trends that fine food shops and specialist food shops must not ignore is the growing importance of social networking. They are the new essential source of inspiration for the new generations. By questioning 1,020 people in France, the NellyRodi survey shows that 15% of 18–34-year-olds buy new products after viewing ‘posts’ or ‘stories’ by influencers.

According to the survey, 66% of 18–34-year-olds are inspired by recommendations from friends and family, compared with 50% of their elders. A further 61% feel inspired by social networks, compared with 19% of their elders, when cooking at home.

In comparison, 55% of 35–55-year-olds say they are inspired by social networks, while the figure for the over-55s drops to 10%. As a new phenomenon, pop culture is inspiring young people, with 10% of the under-35s saying they are inspired by culinary trends in films and TV series.

As is the emergence of online communities grouped around specific diets. The NellyRodi study shows that 30% of vegetarians and vegans use social networks as their main source of inspiration, well ahead of their friends and family (6%).

On the other hand, 12% of omnivorous eaters say they are influenced by social networks, far behind their friends and family (22%). The desirability of food is therefore a key success factor for brands. This is proven by each annual edition of Gourmet Selection.

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