TREND REPORT 2022-23 Internal Handout

THE RAYWARE GROUP TREND REPORT 2022 / 2023

INTERNAL COPY ONLY

GLOBAL CATCHUP & TREND DRIVERS

WELLBEING LIVING EXPERIENCE

WELLBEING

Health Our Biggest Asset

• We all know the issues: waste, pollution and over consumption . • Consumers are embracing the principles of sustainability and lower impact, but want it without compromise! • ‘Free from’ - foods are removing ingredients seen as unsustainable. • Tastes are moving toward reducing consumption , and higher welfare quality. • Our blue & green planet is precious, plants are making it further into homes . Their health is linked to our own physical and mental well-being. Green World Sustainable without compromise

Ethical Consumer Making Better Choices

• Increased awareness of personal health is as an ever greater driver in peoples life choices. • Foods to make you feel better, or, mood foods point to increased interest in the benefits a good diet can have on mental, as well as physical health. What you put in effects what you get out! • Greater consumer awareness is impacting food choices making healthy much more important! Low calorie food options are common across all cuisine trends. As are so called Super foods. A recent example is the inclusion of a collagen rich diet choice. This protein rich substance is linked to good muscle and skin health.

• We are seeing the rise of the caring economy as an effect of the pandemic. • Personal choices matter, ethics and social impact are higher in consumers minds, businesses enabling people to do the right thing will be rewarded! • There is a growing movement towards compassionate consumption , where a sense of kindness, empathy and a meaning are part of the buying choice. • Consumers are engaging with brands that reflect their own priorities of diversity and inclusion .

LIVING

• Reduced daily travelling into our cities means they are quieter places than before the pandemic. Changes in working rhythms have combined with rediscovered home pleasures to mean ever more time spent in the home . • Creating a workable ‘life space’ is ever more important, being able to transition rooms from a work place to a social space has seen a rise in multi function furniture and smarter storage options. • Homes are no-longer a base to return to, they are a place to inhabit and enjoy. Focusing the use of the space we have for function and fun . • Home scents are growing in popularity, for example incenses and candles designed to enhance your dining experience through smell. Life-space Living with the ‘Doughnut Effect’

Staying home A Homebody Economy

Close by Local goods for global good

• With fewer commutes to work, families have more time together at the breakfast table and it seems that there is a rise in the popularity of dishes to start the day. • Using the outdoors and entertaining in green space continues apace. However outdoors is not just about eating, Hot tubs are increasingly popular pointing toward a desire to make much more of the space we have available. • More time at home also means more time for companions, pets continue to be a huge growth area for consumer focus, with pet collars now forming part of the ONS basket of consumer goods. • A focus on the art and exploration of cooking has seen a great increase in the sale of cookware, where consumers are willing to invest.

• Interest in local produce , low in food miles while supporting a close to home economy is ever increasing. • With home grown produce comes the joy of seasonality, celebrating its opportunities by rediscovering forgotten favourites or ‘ new-old’ flavours . • It’s not about veganism, its climatarianism . How far has produce come, how is it produced and what impact have they had.... Today’s consumers are much more aware. • Having reserves & stocking up is on the increase, driven by an experience of scarcity, as well as cost saving bulk purchases, this new inventory must now be stored.

EXPERIENCE

Onlife Digital Convenience

Adventurism Experience Matters

Share The Social Connection

• Acceleration of delivery to the home and instant access to purchases sees no let up. Not just about fully prepared food, meal packs and instant essentials are now becoming ubiquitous , particularly for the urban consumer. • Fusing of social and dedicated retail sees the rise of ‘ omni channel’ consumer interaction, a single space to experience, connect and purchase. • As with real world interactions, the digital experience via engaging content and ‘experience flow’ are ever more important for consumers. • Increased use of chat bots, AR & VR, alongside innovative ways to get digitally hands on with product will benefit the savvy retailer.

• An experience is key for today’s consumer. • When socialising at home they look for a sense of occasion, willing to invest in the experience with better food and drink. • Out of the home ‘pop-up hedonism’ is on the rise, putting a premium on exciting new spaces and an opportunity to experience flavours less travelled! • Our culinary curiosity is increasing, as we trying new flavours, mixing global influences in a desire that seems exaggerated by a lack of travel opportunities in recent years.

• Curating & sharing our dining experience is common across all social media age groups, and seem to be here to stay. • ‘ Table-scaping’ elevates tableware and place settings, making them key elements for a good post. Distinctive ceramics and eye-catching glassware, carafes, jugs and even beer glasses enhance an image driving consumer choice when making a purchase. • Digital communities and shared experience continue to evolve with the likes of watch parties , online cookery schools and immersive forums allowing real-time feed-back.

FOODS FOR THOUGHT

Foods ‘n Flavours • Freshness and authenticity are important for today’s consumer. Bright, visually engaging, foods seen as healthy options. • Traditional low fat diets are now closely linked to low sugar (GI) options that help supports energy levels and concentration. While fermented foods, yoghurt, kimchi and sauerkraut help support gut health. • Umami, the fifth flavour , is continuing to grow in popularity, becoming a significant profile in our food. Umami pastes are used to deepen foods flavour, while kelp, soya and even aged cheeses all contain Umami enhancers. • Outdoor cuisine doesn’t just mean grilling. Investment in outside spaces extends to wood fired Pizza ovens as well as Smokers , and even fully serviced ‘dirty kitchens’ , all point toward a developing sector. • Exploration and experience are driving consumer interest in cooking. Using spice, and mixing flavours are key. Influences from filipino and burmese cuisine are growing as they are recognised as traditional fusion foods. • Healthier choices see consumers continue to lean toward Pacific rim cuisines. Their emphasis on freshness, combined with sweet, sour and salty flavours , makes the ever more popular poke bowl style a destination of choice.

• Nearer to home scandinavian cuisine is growing in popularity. Simplicity, as well as its fresh and fruity ingredients, combine to make it a filling & satisfying option. Add to that a heritage of baking in the form of fi kka , a tradition of drinking, eating and chatting, and you have a cuisine perfectly aligned for today’s priorities. • Finally as consumers head back out they are expecting great things from their culinary experience. There is an expectation of wow factor . Typified by a healthy meal choice paired with a decadent dessert as a counterpoint.

Flavours to watch • Flexitarian food • Bigger, better breakfasts • Mushrooms

• Nostalgic desserts • Japanese flavours • Levantine food • CBD • Spicy foods

DRINK UP

Targeted Luxury and Exploration • Referred to as the lipstick effect , there is a move towards trading up and indulging in a little luxury. Typified by the growth in cream liqueurs being drunk all year round & innovation. For example Wild Arbor , a clear cream liqueur that is free from diary and gluten . • Sundowners , pre-dining drinks and bottled cocktails are all on the up. Ingredients to watch include Aperol, Vermouth and the grapefruit apéritif Pampelle . • Consumers are also interested in the provenance and story of their drinks, for example chinese Baijiu , niche wines and local spirits. Options like beetroot kvass, kombucha, water kefir and REAL ginger ale are not just fun to drink, they’re also loaded with probiotics that work toward a healthy gut and immune system. • For the younger consumer tea is a category ripe for growth, especially since it is proven to boost the immune system, prevent inflammation and fight off cancer. Promote it as a functional beverage to support wellness goals, e.g. better sleep, more energy and better digestion. Drink healthy! • Fermented drinks continue to be hugely popular.

• Grown up soft drinks , low or non alcoholic beverages are gaining acceptance. Linked to low calorie, low sugar, diets these options are simply seen as healthier. • For those who still prefer an alcoholic option hard seltzers are gaining traction, they are carbonated waters infused with alcohol and fruit flavours.

Drinks to watch • Potato milk • Kvass • Seltzers

• Psychedelic water • Bottled cocktails

• Apéritifs • Liqeuers

• Mexican beers • Mango mojito • Cabernet Sauvignon • Prosecco • Baijiu

AESTHETIC TRENDS

FRENCH COTTAGE CURATED CLUTTER RETRO PASTELS PASTEL SERENITY SOOTHING GREEN

DARK DIGITAL COLOUR POP SOPHISTICATED OPULENCE TEXTURED CALM

FRENCH COTTAGE AESTHETIC Homely, relaxing but still chic, the cottage feel is comfortable and calming. Lived in feel, not too perfect but not cluttered. Classic products, timeless Simple patterns, vertical stripes and minimal florals. Traditional ideals, home grown and artisan crafted pieces. Connects with countryside living, but elements can be brought to urban homes. Simpler side of life. pieces that will last through the ages. Warm, neutral and airy spaces.

FRENCH COTTAGE PALETTE Earthy inspired colours connect the home to nature and simple living.

Natural greens. Earthy browns. Matte black.

CURATED CLUTTER AESTHETIC An emporium of unique pieces, put together with cohesive consideration. Spaces are busy but not cluttered. Objects are well spaced, thought out displays. Overflowing with personality and flair - items are conversation starters. Travel inspired pieces. Patterns include florals, birds, fruit and circus inspired stripes. William Morris inspired. Cluttercore/Maximalism with breathing space. Mix and match -

vintage, deco, boho, any trend you like.

CURATED CLUTTER PALETTE Deep, dark colours bring a richness to spaces. Deep forest or emerald green. Navy and other dark blues. Plummy purple. Reddy browns and burnt orange.

RETRO PASTELS AESTHETIC Muted pastels with a 50s retro inspiration. Pastels are muted and calm but still feel young. Soft curvy forms with a retro feel. Colour blocking. Checkerboard pattern.

RETRO PASTELS PALETTE Soft pastels bring a calm optimism to the home. Lilac. Sage Green. Buttery Yellow. Baby Blue.

PASTEL SERENITY AESTHETIC A hopeful retreat to sooth and calm the soul. A grown up approach to fun pastels. Feels fresh & optimistic. Soft soothing colours that compliment rather than clash. Tonal hues, lilacs and purples are becoming popular. Shapes are all very rounded and curved edges. Conical shapes are popular. Finishes are soft and smooth perfectly even glazes. Metallics are also kept soft with a brushed e ect rather than highly polished. Patterns are abstract and minimal and bring a soft touch with hand-painted e ects. At a glance it feels very modern but looking at the details there are hints of sustainability with the natural woods and rattan.

PASTEL SERENITY PALETTE Joyful muted pastels. Blues, greens, pinks and purples. Light neutrals and marbles are paired with this palette. Mix the palette for a colourful look or focus in on one colour and introduce a tonal look. O set the pastels with hints of matt black and brushed gold.

SOOTHING GREEN AESTHETIC Fresh and soothing with a sense of being close to nature. Re-connecting with nature through colour, pattern and materials. All shades of green! From earthy forest, sage and olive to brighter mint and emerald hues. Warm neutrals will compliment this soothing natural look. Natural woods, rattan and seagrass will enhance the connection to nature. Glass is decorated with texture and colour. Ceramics are interestingly glazed, shaped or patterned. Patterns are of plants, flowers, foods and wildlife including flowers and birds but more specifically snails, frogs and mushrooms. Loose and hand painted botanical and folk art styles.

SOOTHING GREEN PALETTE Bringing the outside in. Shades of green to connect to nature. Accents of warm natural tones and materials gives a comforting and soothing quality.

Hints of brushed gold or matt black to add a modern twist.

DARK DIGITAL AESTHETIC

Other-worldly escapism. Creates a sense surrealism. Dramatic geological textures and shapes. Geometrics forms and patterns. Florals are romantic and bold. Iridescence, pearlescent Dark colours contrasted with high shine metallics and neons creates a surreal mood. Dreamlike novelty pieces. & glossy finishes are opulent and mystical.

DARK DIGITAL PALETTE Dark romantics tones with surreal hues. Black with varying shades or purple and teal. Accents of brighter tones of purple and teal. Dramatic marbling colours and iridescent and pearlescent textures feel surreal. Hints of gold are opulent.

COLOUR POP AESTHETIC Colourful, happy, modernism. Two different approaches, loose handpainted artwork or perfect geometric shapes. Both styles use bright vivid colours and gridded patterns including candy stripes, checker board and oversized gingham. The loose handpainted style includes illustrations generally of fruits, flowers and sealife but primarily strawberries, shells and shellfish. Shell shapes are enhanced by embossments and scalloped edges. The geometric approach has echo’s of modern expressionist art with Jackson Pollock style paint fleck effects. The geometric style also makes use of typography and slogans. Shapes are simple and finishes are smooth and glossy.

COLOUR POP PALETTE Bright, bold and super fun. Varying shades of bright, primary colours. Colour blocking to create mix and match within collections.

Select 3-4 colours or use muted versions of these colours for a more toned down style.

SOPHISTI CATED OPULENCE AESTHETIC A collection of natural mineral splendour and decadent colour blocking. Deep reds, blues and greens becoming less traditional and more decadent through materials, accessories and finishes. Heavily patterned natural marble and decorative patterns bring a classical feel to this look. Soft forms and highly polished metallics both bring a slightly retro vibe but on a luxurious level. Luxe kitchens and dining rooms include products that are designed with unique and decorative shapes and finishes. Glass is decorated with colour or metallics and shaped for an opulent design statement. Products are carefully curated to simply demonstrate the beauty of natural materials that have been hand-crafted. Quality, rather than quantity.

SOPHISTI CATED OPULENCE PALETTE Adorn with jewel tones Toned down sapphires, emeralds, topaz and claret. Bold, jewel-inspired palette accompanied by marble. The palette encourages textured, metallic finishes and contrasts well with the

high shine of marble. Compliment the bold

cabinetry with similar shades or another bejewelled colour.

TEXTURED CALM AESTHETIC Bringing warmth and a connection to nature to minimal spaces with texture and calming colours. Natural materials - stoneware, terracotta, marble and travertine. Organic shapes soften spaces. Minimalism warmed up. Neutral colour pallete, detail is added with texture. Patterns are simple and abstract. Finishes feel more tactile and decorative.

TEXTURED CALM PALETTE Earthy tones. Terracottas, washed out whites and blacks, caramels and chocolate colours. Soft greens, including sages. Creams and greys rather than stark whites.

THE RAYWARE GROUP TREND REPORT 2022 / 2023

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