Future of Grocery Consumers
What if Tesco or Sainsbury’s own-label ranges went beyond price and quality to give already motivated Londoners the capability and opportunity to shop ethically and sustainably by 2035?
This project explores how own-brand innovation can reduce harm to both humans and environmental wellbeing, unlock new revenue streams, and give retailers an edge over global brands.
What if Tesco or Sainsbury’s own-label ranges went beyond price and quality to give already motivated Londoners the capability and opportunity to shop ethically and sustainably by 2035?
This project explores how own-brand innovation can reduce harm to both humans and environmental wellbeing, unlock new revenue streams, and give retailers an edge over global brands.
What if Tesco or Sainsbury’s own-label ranges went beyond price and quality to give already motivated Londoners the capability and opportunity to shop ethically and sustainably by 2035?
This project explores how own-brand innovation can reduce harm to both humans and environmental wellbeing, unlock new revenue streams, and give retailers an edge over global brands.
What if Tesco or Sainsbury’s own-label ranges went beyond price and quality to give already motivated Londoners the capability and opportunity to shop ethically and sustainably by 2035?
This project explores how own-brand innovation can reduce harm to both humans and environmental wellbeing, unlock new revenue streams, and give retailers an edge over global brands.
Role:
Design Futurist
Timeline:
2.5 Months
Nov 2022 -
Present
Industry:
Grocery (F&B)
Key impacts of the project
10Yr
10Yr
10Yr
Roadmap for Retailers
Roadmap for Retailers
5+
5+
5+
5+
Design Innovation Brief
Design Innovation Brief
10+
10+
10+
10+
Retailer Value Shifts
Retailer Value Shifts
A photograph taken by Libby Wong during the RCA 2025 Grad Exhibition, showing the project on display alongside the project researcher, Jayavanthi.
Emotionally driven overconsumption in London’s grocery sector is harming not only the planetary well-being but also human well being.
How might we enable major retailers like Tesco and Sainsbury’s to address and tackle this complex issue at scale?
How might we enable major retailers like Tesco and Sainsbury’s to address and tackle this complex issue at scale?
Like any robust futures project, the work began with desk research and horizon scanning to understand the past, present, and potential futures of the grocery sector. This process surfaced key insights that not only shaped our understanding of the challenge but also helped narrow the problem space.
To capture the consumer perspective, I used scrapbooks as cultural probes, inviting participants to share their habits, values, and emotional drivers around grocery shopping. Analysing this qualitative data alongside broader market and trend insights set the tone for building a 2×2 scenario framework.
Like any robust futures project, the work began with desk research and horizon scanning to understand the past, present, and potential futures of the grocery sector. This process surfaced key insights that not only shaped our understanding of the challenge but also helped narrow the problem space.
To capture the consumer perspective, I used scrapbooks as cultural probes, inviting participants to share their habits, values, and emotional drivers around grocery shopping. Analysing this qualitative data alongside broader market and trend insights set the tone for building a 2×2 scenario framework.
Like any robust futures project, the work began with desk research and horizon scanning to understand the past, present, and potential futures of the grocery sector. This process surfaced key insights that not only shaped our understanding of the challenge but also helped narrow the problem space.
To capture the consumer perspective, I used scrapbooks as cultural probes, inviting participants to share their habits, values, and emotional drivers around grocery shopping. Analysing this qualitative data alongside broader market and trend insights set the tone for building a 2×2 scenario framework.
Like any robust futures project, the work began with desk research and horizon scanning to understand the past, present, and potential futures of the grocery sector. This process surfaced key insights that not only shaped our understanding of the challenge but also helped narrow the problem space.
To capture the consumer perspective, I used scrapbooks as cultural probes, inviting participants to share their habits, values, and emotional drivers around grocery shopping. Analysing this qualitative data alongside broader market and trend insights set the tone for building a 2×2 scenario framework.
Key Consumer Insight
One of the most important findings was that Londoners aged 30–44 are already motivated to buy ethical and sustainable groceries. However, they lack the opportunity and capability to act on this motivation. This intention–action gap became central to the project’s direction.
One of the most important findings was that Londoners aged 30–44 are already motivated to buy ethical and sustainable groceries. However, they lack the opportunity and capability to act on this motivation. This intention–action gap became central to the project’s direction.
Envisioning Four Futures
Using the 2×2 framework, I developed four distinct future scenarios for grocery retail in London. These explored different combinations of ecological stability and social cohesion, showing how consumer behaviour and retail strategies could evolve in each.
Envisioning Four Futures
Using the 2×2 framework, I developed four distinct future scenarios for grocery retail in London. These explored different combinations of ecological stability and social cohesion, showing how consumer behaviour and retail strategies could evolve in each.
Envisioning Four Futures
Using the 2×2 framework, I developed four distinct future scenarios for grocery retail in London. These explored different combinations of ecological stability and social cohesion, showing how consumer behaviour and retail strategies could evolve in each.
Envisioning Four Futures
Using the 2×2 framework, I developed four distinct future scenarios for grocery retail in London. These explored different combinations of ecological stability and social cohesion, showing how consumer behaviour and retail strategies could evolve in each.
Among these, The Nourishing Kingdom was chosen as the preferred future — a vision in which grocery retailers actively support both human and planetary well-being while remaining profitable. In this future, emotional and ecological care are embedded into everyday shopping through design, infrastructure, and service innovation.
Among these, The Nourishing Kingdom was chosen as the preferred future — a vision in which grocery retailers actively support both human and planetary well-being while remaining profitable. In this future, emotional and ecological care are embedded into everyday shopping through design, infrastructure, and service innovation.
Among these, The Nourishing Kingdom was chosen as the preferred future — a vision in which grocery retailers actively support both human and planetary well-being while remaining profitable. In this future, emotional and ecological care are embedded into everyday shopping through design, infrastructure, and service innovation.
Among these, The Nourishing Kingdom was chosen as the preferred future — a vision in which grocery retailers actively support both human and planetary well-being while remaining profitable. In this future, emotional and ecological care are embedded into everyday shopping through design, infrastructure, and service innovation.
Stress Testing Retailer Strategies
The next step was to stress test the current strategies of Tesco and Sainsbury’s against all four future scenarios, with particular focus on the preferred one. This revealed strategic gaps and opportunities, highlighting where these retailers must evolve to lead the shift toward The Nourishing Kingdom.
This gap analysis became the foundation for a strategic roadmap, showing how own-label ranges, loyalty ecosystems, and in-store experiences could be reimagined to enable more sustainable, emotionally intelligent grocery shopping at scale.
Stress Testing Retailer Strategies
The next step was to stress test the current strategies of Tesco and Sainsbury’s against all four future scenarios, with particular focus on the preferred one. This revealed strategic gaps and opportunities, highlighting where these retailers must evolve to lead the shift toward The Nourishing Kingdom.
This gap analysis became the foundation for a strategic roadmap, showing how own-label ranges, loyalty ecosystems, and in-store experiences could be reimagined to enable more sustainable, emotionally intelligent grocery shopping at scale.
Stress Testing Retailer Strategies
The next step was to stress test the current strategies of Tesco and Sainsbury’s against all four future scenarios, with particular focus on the preferred one. This revealed strategic gaps and opportunities, highlighting where these retailers must evolve to lead the shift toward The Nourishing Kingdom.
This gap analysis became the foundation for a strategic roadmap, showing how own-label ranges, loyalty ecosystems, and in-store experiences could be reimagined to enable more sustainable, emotionally intelligent grocery shopping at scale.
Stress Testing Retailer Strategies
The next step was to stress test the current strategies of Tesco and Sainsbury’s against all four future scenarios, with particular focus on the preferred one. This revealed strategic gaps and opportunities, highlighting where these retailers must evolve to lead the shift toward The Nourishing Kingdom.
This gap analysis became the foundation for a strategic roadmap, showing how own-label ranges, loyalty ecosystems, and in-store experiences could be reimagined to enable more sustainable, emotionally intelligent grocery shopping at scale.
Proposed Strategy
If large retailers provide the opportunity and capability for already motivated consumers to act on sustainable and ethical choices at scale, leveraging their own-brand products and services, they can lead the shift toward a regenerative future. This approach would allow them to stay ahead of global brands while unlocking new revenue streams and strengthening long-term consumer loyalty.
Strategic Foresight Report
One of the key deliverables was a Strategic Foresight Report for retailers, outlining how they can drive this shift from now until 2035. It includes a detailed roadmap, theory of change, and product/service design briefs to inspire and guide innovation.
Strategic Foresight Report
One of the key deliverables was a Strategic Foresight Report for retailers, outlining how they can drive this shift from now until 2035. It includes a detailed roadmap, theory of change, and product/service design briefs to inspire and guide innovation.
Strategic Foresight Report
One of the key deliverables was a Strategic Foresight Report for retailers, outlining how they can drive this shift from now until 2035. It includes a detailed roadmap, theory of change, and product/service design briefs to inspire and guide innovation.
Strategic Foresight Report
One of the key deliverables was a Strategic Foresight Report for retailers, outlining how they can drive this shift from now until 2035. It includes a detailed roadmap, theory of change, and product/service design briefs to inspire and guide innovation.
Future Cookies
To help stakeholders visualise different futures, I created Future Cookies, speculative packaging for the same cookie, imagined across three different future scenarios. This tangible artefact made abstract scenarios easier to grasp and discuss.
Future Cookies
To help stakeholders visualise different futures, I created Future Cookies, speculative packaging for the same cookie, imagined across three different future scenarios. This tangible artefact made abstract scenarios easier to grasp and discuss.
Future Cookies
To help stakeholders visualise different futures, I created Future Cookies, speculative packaging for the same cookie, imagined across three different future scenarios. This tangible artefact made abstract scenarios easier to grasp and discuss.
Future Cookies
To help stakeholders visualise different futures, I created Future Cookies, speculative packaging for the same cookie, imagined across three different future scenarios. This tangible artefact made abstract scenarios easier to grasp and discuss.
Consumer Handouts
To connect the research to the everyday shopper, I designed consumer handouts based on the Theory of Planned Behaviour. These help individuals identify whether they belong to the “motivated consumer” group and assess whether they currently have the mindset to be a sustainable shopper.
Consumer Handouts
To connect the research to the everyday shopper, I designed consumer handouts based on the Theory of Planned Behaviour. These help individuals identify whether they belong to the “motivated consumer” group and assess whether they currently have the mindset to be a sustainable shopper.
Consumer Handouts
To connect the research to the everyday shopper, I designed consumer handouts based on the Theory of Planned Behaviour. These help individuals identify whether they belong to the “motivated consumer” group and assess whether they currently have the mindset to be a sustainable shopper.
Consumer Handouts
To connect the research to the everyday shopper, I designed consumer handouts based on the Theory of Planned Behaviour. These help individuals identify whether they belong to the “motivated consumer” group and assess whether they currently have the mindset to be a sustainable shopper.
Key Takeaways
This was an independent research project guided by my tutor at the RCA, Carla Amaral. It helped me work with interdisciplinary methods and frameworks, apply systems thinking, and explore the interconnectedness of things. I also gained deeper insight into enabling product and service innovation.
Interdisciplinary Methods
Interconnectedness of Things
Enabling Innovation