THE REGENERATIVE OPPORTUNITY IN CONSUMER GOODS FRANCE + USA MARKET RESEARCH
AGRICULTURE AS A PROBLEM AND A SOLUTION
For consumer industries, ~70% of the sector’s value chain impact comes from agriculture , which is the second largest driver of GHG emissions globally (including forestry and land-use). Failure to repair our broken agriculture system will leave us without enough natural resources, such as water and healthy soil, to make the products we rely on every day to feed and take care of ourselves and our families. What’s more, global food production alone could use up the world’s remaining carbon budget — causing the world to miss the IPCC’s critical 1.5C threshold. There is a solution: regenerative agriculture. The strength of this new approach is that, if we respect and listen to nature, it can very quickly become an ally in restoring soil health, promoting biodiversity, retaining water and capturing carbon. It's a virtuous circle: earthworms start digging galleries again, helping roots to grow deeper into the soil and water to circulate, micro-organisms transform matter into nutrients essential for plant growth, and the soil, trodden on by a multitude of species, is able to capture carbon. This model has the advantage of being local, sovereign, and allowing ecosystems to be more resilient to external shocks.
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IS THERE A REGENERATIVE BUSINESS MODEL FOR OUR BRAND?
A major company in the food business wanted to assess if there was an opportunity in France and USA to go beyond a corporate positioning to launch products sourced from regenerative agriculture, embracing soil, biodiversity, climate issues ? Is there is a demand for products that protect their health and the environment ? What’s the consumer profile of the most engaged consumers expecting from engaged brands to move away from intensive agriculture and expecting more from organic. Marketwise is these is a momentum for regenerative in the USA and In France
How a regenerative offer must be delivered in full transparency from farm to fork ?
Which brand, product range would benefit from regenerative and would a good fit ?
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3 REGENERATIVE FOOD TRENDS FOR INSPIRATION
Climate change with carbon sequestration
Improve our health via positive intake
A healthier & richer soil
L’alimentation positive Tendances : Priorités santé et bien-être : 2. Renforcement immunitaire 11. Santé digestive 8. Énergie et force ipsos Ex : Les fruits biologiques contiennent 20 à 40 % d'antioxydants en plus ou les microbiotes du sol et des intestins sont alliés santé.
La mesure des impacts climatiques Ex : Les données de Belcampo Farms montrent que 28 livres d'équivalent en dioxyde de carbone (CO2e) ont été séquestrés pour chaque 8 oz.(ici)
L’achat en circuits courts de proximité Ex : Le Perussier propose la vente directe de produits locaux et de fabrication artisanale dans la ferme. https://www.perussier.com/
OBJECTIVES OF THE MARKET RESEARCH
Awareness of regenerative agriculture and regenerative products amongst consumers is still very low. Therefore we not only wanted to grasp consumer motivations for regenerative agriculture and products through focus groups in Los Angeles and paris. We also needed to understand regeneration from the experts to build a strong consumer proposition for the 10 years ahead. Also we needed to get insights on growers, retailers motivations to engage them in a regenerative alliance.
Engaging the full alliance from growers to consumers and retailers
DESIGN OF RESEARCH - FROM AGRI PRACTICES TO CONSUMER MOTIVATIONS
DESIGN INSIGHTS AND FIRST JOBS TO BE DONE
GATHER INSIGHTS AND TEST FIRST JOBS TO BE DONE*
Insights and baby concepts (JTBD)
EXPO WEST (USA) REGENERATIVE BRAND DAY (FR)
STORE CHECKS (USA + FR)
FARMERS ITW (USA + FR)
CONSUMER FOCUS GROUPS (LA + PARIS)
ECOLOGY CENTER (USA) HECTAR FR)
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* we also tested reactions to regenerative agriculture description and regenerative products
ROAD MAP OF THE MARKET RESEARCH
PROPOSER DES FAÇONS DE VALORISER LʼAGRICULTURE RÉGÉNÉRATIVE
LES GRANDS BESOINS DES PREMIERS USAGERS
EXPLORER LES ATTENTES VIS A VIS DE LʼAGRICULTURE RÉGÉNÉRATIVE
SOLUTIONS
OBJECTIFS
4. CLARIFICATIONS DES PROPOSITIONS DE VALEUR (des propositions de valeur aux concepts)
5 . PRÉSENTATION DES RÉSULTATS
1.KICK OFF
2. EXPLORATION DES MOTIVATIONS (des insights aux propositions de valeur)
3. TERRAIN CONSOS (FOCUS GROUPS)
ITW AGRICULTEURS “RÉGÉNÉRATIFS”
JOURNAUX DE BORD CONSOS
PROPOSITIONS RÉGÉNÉRATIVES CONCURRENTES
VALIDATION AVEC LES AGRICULTEURS “RÉGÉNÉRATIFS”
PROPOSITIONS
INSIGHTS
FOCUS GROUPS
RESTITUTION
COMMUNAUTÉ CONSOS
DRAFT INSIGHTS et PROPOSITION DE VALEUR (dans une learning expédition)
TEAM BUILDING ET CADRAGE DE LʼÉTUDE
DRAFT CONCEPTS
OPTIMISATION CONCEPTS
INSPIRER
PRODUIRE
INSPIRER
PRODUIRE
VALIDATION DES BUSINESS MODELS
LA ROADMAP DES SERVICES ECOSYSTÉMIQUES AVEC LES PARTENAIRES
HYPOTHÈSES DE BUSINESS MODELS
Value prop Canvas PROPOSITIONS DE VALEURS POUR CHAQUE PROFIL DE CONSOMMATEURS
TEAM PROJET
COMEX / PARTIES PRENANTES
Mars 2023
Mi-Novembre 2022
xxxxx
de xxxxx à xxss
xxxxx
Content of the final report for FR and US 1. Executive summary 2. Who are the targets: mindset and key expectations 1.1 Their mindset 1.2 Food logics 1.3 Healthy fruit snacks 2. Regenerative agriculture imageries and reactions to leads 2.1 Consumers imageries and representations 2.2 Reactions to definitions 2.3 Insights and baby concepts 3- French market, brands and ecosystem 4- Recommendations France / USA
Jérémy Dumont, planneur stratégique @ pourquoitucours, fondateur de Nous Sommes Vivants
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