Charting a New Frontier

Challenge

Exploring current and evolving attitudes and behaviors around meals for a global food brand to develop a future-proof meals strategy.

We eat meals in some form everyday but what do ‘meals’ mean to people today? Between busy schedules and new health trends, meals are evolving and fitting into people’s lives differently than how they use to. Our client came to us to help them uncover where meals are fitting culturally today, how to overcome existing pain points, and how can we build towards a future-proof meals pipeline for tomorrow.

Approach

Taking on a broad topic such as meals is no easy feat so we broke this up into two phases using a series of qualitative methods. In the first phase, we spoke to a series of experts within the meals space to understand the definition of meals and how meals have evolved over time. Once we laid the groundwork, we took a peak behind the curtain of people’s pantries to observe firsthand how people prepare and classify meals in their day-to-day. In phase two foresight was our focus, leveraging meals futurists to bring color to our recommendations towards future-proof meals.

Impact

Through a more human lens, our client gained a fresh perspective of people’s behaviors and attitudes around meals and where meals stand today. Our report illuminated a path forward in understanding growth potential and projections for the future, grounded in people’s needs.