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1 Smart kitchen and food innovation as a big wave SIGMAXYZ, Director Hirotaka Tanaka 1
2 Food & Cooking has a plenty of room for innovation 成長領域としての高い可能性 2
3 Food & Cooking matters to everybody 食 & 料理はみんなにとって非常に大切なテーマ In most cases, target segments look like In Food&Cooking Everybody Eats Everyday!! or 3
4 Can you guess what this figure is about? この数字は? 7,000,000,000,000 Trillion Billion
5 A number of wants & needs have been neglected or not been noticed 食には未解決課題が数多く存在してきた Digital tech/iot & science creates a pathway to fragmented needs & wants IoT/ サイエンスによる見える化 Current Target Next target Quick Less expensive Healthy High quality Fun Cooking Spend more time Vegan/Flexitarian Meatless Monday Personalized Food Food as medicine Discovery Entertainment Avoid eating alone Communication Transfer my skill Avoid Food loss 5
6 Well-being matters in the era of fulfilled with things 無いモノがない時代には心の豊かさが重要に Era of missing things ( モノがない時代 ) Era of fulfilled with things ( 無いモノがない時代 ) Product Driven Potential Desire Driven Ownership ( 物欲 ) Well-being ( 心の豊かさ ) 6
7 Going beyond the conventional approach to focus individual 無いモノがない時代 人間回帰のアプローチが求められる Era of missing things ( モノがない時代 ) Segmentation approach Era of fulfilled with things ( 無いモノがない時代 ) Individual centric Understand JTBD Mass production Mass customization Value Chain Growth Ecosystem Growth (Direct/PF/Aggregation)
8 Redefining the value of food 食の価値の再定義が起きている 生存としての食事 Food for living 儀式 饗宴 政としての食事 Food for ritual/entertainment, and politics
9 Redefining the value of food 食の価値の再定義が起きている Rebecca Chesney, Institute for the Future Source: Smart Kitchen Summit 2017, Presentation from Rebecca Chesney, Institute for the Future
10 Mass segmentation approach is not sufficient 食に求められる ジョブ は 個々人の状況に応じて刻々と変化する - セグメントアプローチでは対応できず Mass Segmentation Gender Life stage Residence Income level Occupation What you eat/cook is determined by When to eat(breakfast /Lunch/Dinner) Health condition Biome/DNA Mental condition Medication dosing Who to eat with Time availability Cooking skill level Kitchenware ownership Financial situation Allergy Eating principle(vegan, vegetarian, flexitarian)
11 Cooking process can be digitized to meet JTBD 変わりゆく人間のジョブに対応するために調理プロセスは改善の余地がある レシピ 今日何食べよう? What shall I eat today? 後片付け Cleanup 食材 Ingredient 盛り付け出す順番 Presentation 調理器具 Tools 複数の調理ステップ Multiple Steps
12 Food is becoming a critical social issue e.g., sustainability 社会課題としての食 12
13 Food loss is an inevitable issue to be solved フードロスは待ったなしの課題 Don t burn up the planet. Part of this is also going to be wasting less food, especially in US where we waste 40%. SEEDS & CHIPS 2017, Italy Milan 食糧廃棄と供給問題という矛盾を解くべき我々は持続可能な社会を実現する必要があるが まずは 人間自身が作り出した問題 を自ら解くべき SEEDS & CHIPS 2018, Italy Milan Source: FAO Food and Agriculture Organization of United Nations: Seeds & Chips 2017
14 Keeping current eating habit may not be sustainable 現状の食生活がもたらす地球への悪影響 Source: World ReSources Institute
15 Healthy eating habit leads to longer healthy life expectancy 平均寿命と健康寿命の大きな差を埋めるために 食が重要な役割を果たす Japanese people live long but with less healthy for 10 years Age: as of 2010 Life Expectancy Healthy Life Expectancy Male Female Source: National Institute of Population and Social Security Research, Ministry of Health and Welfare 15
16 Healthy food is yet difficult to access 健康的な食事を摂るのは依然高コスト ~ 格差と不健康 $ The cost of HEALTHY EATING $ $3.00 = 312 CALORIES 3,767 CALORIES Source: Seeds & Chips in Milan 2017
17 Food Tech area is getting hot for investors Food Tech への投資額が急増 Historical investments on Food tech area Million USD: US: X : # of deals? 1,366 1,526 1, , 月 Source:Pitchbook
18 Global Food industry market is enormous グローバルの食産業の市場規模は巨大 Food Tech market size $ Billion Smart Kitchen* market size $ Billion ; 年 年の数値は 2020 年 $7billion CAGR63% から逆算した推定値 Region CAGR 7% Other Asia/ Pacific Europe North America 6.0% 7.4% 6.8% 7.1% % Global Agrifood market** is estimated to reach 7.8 trillion USD as of 2017 More various market can be added on top of the market (e.g., personalized nutrition) *Products used in kitchens, such as smart refrigerators, microwave ovens, dishwashers, and cookware and cooktops. All these devices are connected to either a smartphone or tablet through the Internet ** Includes Ag Biotechnology, Farm Robotics, Supply Chain Management, Innovative Food, In-Store/Restaurant egrocery, Home & Cooking Tech, Meal Kits, etc Source: Technologies & Forecasts Report 2016; Technavio, Research N Reports Food Tech Market Global Insights, Growth, Size, Comparative Analysis, Trends and Forecast, , AGFUNDER.COM
19 Wide variety of products and services are in market Food R&D Home cooking process Value chain Future Food Select menu/recipe Purchase Cook Eat Share Put Prepare Measure Heat Monitor away Components /Sensors Flavor sensors etc. Vertical Firming HW Service Data Analysis Retail CVC& Accelerators Other accelerators Source: Impossible Foods, Beyond Meat, Memphis Meats, Integriculture Habit, 3T and Ai, Tasty, Chefsteps, NXP, Scio, Aryballe Technologies, Verdical, Sproutsio,Yummly, Sidechef, Chef d, Liebherr, Amazon, innit, freshub, Perfect Company, Drop, TasteTro, Dado, Tovala, Suvie, Pico Brew, Panasonic, Hestan Cue, CharBroil, nomiku, Ganmachef, Anova, Voltaire, Behmor, Nima, Airbnb, Kaufland, Williams Sonoma, B8ta, Best Buy, GE, Barilla, Campbell s, Tyson
20 Food tech innovation conference and communities are emerging 2017 Sweden 2017 Germany Netherland 2015 USA 2015 UK 2017 France Japan 2017 Japan 2009 USA 2015 USA 2015 Italy Singapore 2018 EUROPE Source:Sweden Foodtech, yfood, Smart Kitchen Summit, Seeds&Chips, Food Use Tech, Agtech Foodtech Summit, Innovation in Food Science & Technology, Food Tech Connect, FoodBytes
21 Key Trend in food innovation Base Trend New applications Redefine value of food Personalized Food 食の価値の再定義 Personal Data+Food service Food as medicine(医食同源) Science Cooking Recipe evolution & data PF Science & Visualization Convergence 科学的調理法の普及 サイエンス活用と見える化 Kitchen evolution キッチンの進化 Sustainability & food/services 持続可能性と食 サービス レシピサービスの進化とデータPF HW+Recipe+Ingredient 事業領域の融合 Future of Retail 未来の小売り Restaurant Tech レストランテック Business Creation From competition to co-creation 競争から共創へ Grow as ecosystem エコシステムとしての成長 Mass-customization 分散化 マスカスタマイゼーション Beyond retail/ec 売り方の多様化 Redefine supply chain Sharing economy & food シェアリングエコノミーと食 21
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