Começar 2016 olhando em frente!

Qual a melhor maneira de começar 2016?
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Olhando para a frente!
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E o que é que encontramos pela frente?
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MONGO!
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Sim, essa metáfora que uso sobre o mundo económico para onde nos estamos a entranhar, o Estranhistão.
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Em "2016 Food Trends: Being Brand Agnostic, New Proteins, Delivery Shifts and 5 more" julgo que encontramos muitas das características desse mundo:

"Trend #1. Agnosticism" [Moi ici: Aqui estou um bocado dividido e tentado a discordar do autor. Em Mongo teremos dois caminhos, ou entregar o produto ou serviço básico (estilo "Grab & Go") ou co-construir a experiência. As marcas grandes optaram há muito pelo básico e, por isso, serão vítimas daquilo a que chamo radioclubização ou hollowing e os clientes nada sentirão por elas. As marcas que optam por co-construir a experiência, por servir uma tribo, terão cada vez mais força, talvez não a força dos números grandes, mas a força dos Davids]

A tendência que se segue é tão Mongo:

"Trend #2. Have it your way...
personalization will become pervasive...
Food retailers will need to curate their offerings, and understand what all of their customers’ wants and desires truly are [Moi ici: Isto fez-me lembrar o falhanço da Papelaria Fernandes... algures no tempo quiseram fazer uma mini loja Staples, sem máquinas, num espaço caro e visitado por outro tipo de público... BTW, foi outra prova do tempo que foi superada] if they will remain in business and grow and compete with online sellers who continue to hone their algorithms and offerings based on purchase history." [Moi ici: Confesso que não tenho grande receio dos algoritmos, nos próximos anos, se houver humanos do outro lado. Em Outubro recorri ao Booking para reservar um quarto de hotel em Almeirim, por causa de uma visita de trabalho. Desde então, não voltei a precisar de dormir em Almeirim. No entanto, já recebi 17 e-mails parvos a oferecer-me "ofertas de última hora para Almeirim"]

Em Mongo além da tribo e da personalização: a localização, a proximidade, a autenticidade e o DIY:

"Trend #3. Bioregions:
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“Local” has been one of the biggest trends in the supermarket aisles for almost ten years.
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A recent study by A.T. Kearney found that women and (with?) children – are willing to pay more for locally produced food. The ultimate in local? Growing lettuces, herbs and yes even kale in your own kitchen year-round without herbicides."

Salami slicers?

"Trend #4. Micro-stores:
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Far from the everything-and-the-kitchen-sink hypermarkets, look for smaller, neighborhood grocers to spring up. These stores, such as ALDI (with over 1,400 locations in the U.S. and counting), Bfresh in Boston, Green Zebra in Portland are more relaxed, attentive and curated, with a heavy emphasis on products that Millennials yearn for, and buy. Excellent private and exclusive brands with prices that this generation can afford."[Moi ici: Recordar o que escrevi acima sobre o agnosticismo da tendência 1. Recordar o TOO BIG TO CARE]

O que é que a loja disponibiliza, produto ou experiência? Produto ou saúde? Ainda me recordo, numa longínqua vida passada de engenheiro, achar que uma PME nunca precisaria de um marketeer. Hoje, sentir que não precisa é o que me faz espécie. E as mercearias do futuro precisarem dos serviços de nutricionistas?

"Trend #5. A new way of eating:
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unless your store can disrupt the pattern by offering retail dietitians, health fairs and a 24/7 source of unbiased food and health information. In 2016 we will see new kinds of proteins that are more sustainable and affordable than animal sources. Algae, nuts, vegetable, yeast and even insects will be used as ingredients to up the protein punch and we will see development of new healthier profiles
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Look for an emphasis on “less is more” – fewer ingredients, and many more products touting their “free from” claims – free-from growth hormones, free-from GMOs ..."

Algo que julgo está muito mais atrasado em Portugal, o à vontade da compra online:

"Trend #6. Evolution of the millennial generation:
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There are now more Millennials than Baby Boomers and although they got a late start in their careers they are now earning dollars, getting married and moving out of their parents homes. Millennials garner a lot of attention, and they buy very differently. There is no difference to buying online or in a store."

Também neste sector a explosão do "home delivery":

"Trend #7. A delivery shift:
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It already feels as though you can order any food at any time and have it delivered in a flash, and that trend will only increase. One major change is that people of all age groups are willing to pay extra for that service."

Por fim, é a experiência da compra ao contexto da sua confecção e usufruto:

"Trend #8. Technology to the rescue:
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In every way, from supply chain to point-of-sale systems to loyalty and more, technology continues to affect the food retail industry, and there’s no chance of that stopping. But as so many technologies flood the market, some of them aren’t that reliable. Retailers should be certain they have accurate and relevant information on their websites and apps, so shoppers don’t have to go to other sources – that may mislead. We cherish our mobile devices, and believe everything that is on the screen. The opportunity to retain a shopper relationship will come through information, service and empowerment. Now more than ever we need to equip store level personnel with information and technologies that can answer the questions that shoppers have. To create a food experience like no other with tastings and classes. To truly be the center of a community.
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What will 2016 be like? More mobile. More delivery. More artisan. More curated. More delivered. More nutrition. More expensive."