Good afternoon, everybody, and welcome to today's webinar Express what next for the food and drinks sector organized by the CIM Food, Drink and Agriculture group with our guest speaker Andrew Walker. If you're a university student attending today's webinar, you may want to sign up to the CIM Marketing Club. It'll keep you up to date with the latest trends, innovations and concepts in the marketing industry. All you need to do is hover your mobile phone camera lens over the QR code you see on screen at the moment and it will take you to the Marketing Club sign-up page. So I'd now like to hand you over to Andrew Walker, Client Knowledge Director at Kantar World Panel, who is our guest speaker today. Over to you, Andrew. Hi everyone, thanks for joining. I guess the the macro title for this is what next for the food and drink industry, but I think really the question I wanted to tackle is this idea of continuation or correction and this idea of where we are today. So we saw enormous shifts in the world through 2020. We're seeing some form of correction today, but are we today as we come to the end of 2021 in the in this much-fated new normal with established new behaviours or are we still on that road to correction and is there are we on a destination somewhere entirely different? So we're going to tackle that over the next 30 minutes or so from a few different angles thinking about food and drink consumption, food and purchasing and some of the macro impacts or some of the macro influences on the industry. Before I get started, I just wanted to introduce the data sets we're using because you might look at some of the data I'm going to present and wonder where it's coming from. And we're using two data sets really today, which are our purchasing panels that we run at Kantar where we ask people to record all of the grocery products that they purchase, either things that they take back into the home or they purchase on the go. And we're recording about three and a half million purchase moments per annum via those panels. And alongside that a sub sample of those people are also recording for specific weeks during the year, their consumption behaviour as well. So once they've purchased the product and taken it back into the home, how do they end up consuming it? Who do they consume it with? Why do they consume it and so on. So those are the two data sources I'm going to be calling on primarily as I'll take you through this presentation. And we're going to tackle the question of continuation or correction from three angles. And three questions really I want to pose and try to answer. So the first is, is what we've seen a behavioural blip in the sense all of the behavioural change? Are we just going back to where we were in 2019 or is it sticking? Or have we got a future that's been reshaped by the changes we've seen over the last 18 months? Secondly, from a brand and marketing point of view, are there new rules for strategy as a result of the changes that we've seen? Or is it just a different playing field? So did the certain old rules apply? But we've just got to react to different needs that consumers have. And finally, through all of those changes, have we got this new normal? Or actually is there more disruption around the corner? And probably the fact I'm posing that question might suggest what the answer might be. So without further ado, we'll move on to behavioural blip or reshape future. And the point I want to make with regard to looking at the food and going industry with regard to behaviour is our consumption and purchasing of food and drink doesn't happen in isolation. It fits around the rest of our lives.  I'm going to start with a piece of Google data that talks about where we're living our lives. So this is data that Google publish in terms of what they call a mobility study that measures basically the location of people's mobile phones over time. And they're looking at the change in location versus a pre-pandemic normal period. And the line I really want you to focus on is the blue one at the top, which is the growth in the time that we're spending at home. Now, obviously in a percentage terms that peak during the various lockdowns, and you see that in April 2020 at the beginning of the chart, and again at the beginning of 2021. But the really important number for us today is that 6% on the right hand side. So that's telling us that we're still spending 6% more time at home than we were prior to the pandemic. And the primary driver of that are the two things underneath, the fact that we're spending less time traveling, and we're spending less time in the workplace. So that adjustment in where we live in our lives goes on to have a huge impact on how we shop, where we shop, and what we shop for. And that's why I want to explore next. So spending on food and drink is a really complex thing because we can buy in all sorts of ways and we can consume in all sorts of ways. For the purpose of this, I'm going to try to simplify that down to five ways in which we buy. The first is large grocery shops. So we go and go to a store or shop online for more than 20 items in a grocery store. Then we've got small grocery trips, which are those trips which are less than 20 items. Then we go out of the home and look at retail on the go. And what I mean by that is people purchase the food and drink made in a retail setting, but consumed out and about. So that might be buying a meal dinner or consuming it while you're traveling or consuming in the office or however you might be consuming those kind of meal occasions. Then we get into food service and look at on-premise consumption and visits to cafes and restaurants. And then finally, it's takeaways and deliveries. So still in the food service world, but getting takeaways and deliveries from those outlets. And to set the scene, I just want to look at the pre-pandemic distribution of consumer spend and to be clear, this is food and drink excluding alcohol that we're looking at here. So pre-pandemic, 60% of that spend is going in the take home world, either small or large grocery trips, which are pretty similar in size. 25% on-premise consumption and then smaller contributions from retail on the go and from deliveries and takeaways. But our key interest today is how is that evolving? So what we're going to look at here is first of those five things, the percentage change and spend on those five ways of buying food and drink in the first year of the pandemic. So essentially the year to February of this year. And what you see here is that perhaps not surprisingly, the two areas of growth are the two areas that allowed us to spend less time out and about. So large grocery trips on the left-hand side and takeaways on the right-hand side, both growing significantly. In absolute terms, that growth in large grocery shops is bigger because it's from a larger base takeaways as you saw in the previous chart was much smaller. Then our question is, how far are these behaviors sticking? So I'm going to roll these percentage changes forward for the six months since the release of restrictions, so the six months to August this year and then the month of August and then the month of September. And what you see in each case is that the change is getting smaller, be that positive or negative. So the growth for large grocery shops is a little bit slower than it was. The growth for takeaways is a little bit slower than it was and the decline for the declining elements is slower than it was as well. So there is a correction underway, but it's not a dramatic one. And even this long after restrictions were released in the UK, we're still seeing radically different behaviors. So we're still spending 20% more on large grocery trips. We're still spending more than double the amount on takeaways. It's a fundamental change in the way we're choosing to buy food and drink. So just to explore that a bit further, I'm going to go back to this slide and just simplify the five views. So we're going to go back to a sort of headline view of the market that takes the left-hand side of that line as the take-home world and the right-hand side as the out-of-home world. And just look at how those two things interact because clearly we have a finite amount of food and drink we're going to consume. So those things into play as one declines, the other one grows typically. And if we look at the history of that in terms of our spend on out-of-home, which is the darker colour here and take-home, which is the yellow here. So we see that spend on take-home is still inflated right up to October 21. So we're looking at growth versus the equivalent period in 2019. So we're still spending more money on take-home occasions. And that is despite the fact that the decline in spend on out-of-home has disappeared. So we're now spending about the same on out-of-home occasions that we were back in 2021 in the last few weeks. So the question then becomes kind of what's going on there? How does that make sense? Why are we still spending more on take-home but no longer reducing our spend out-of-home? And this is all about occasions because at the moment we're still seeing an input increase in the amount of in-home occasions that we're having. So estimating the number of consumption occasions, be that a meal occasion or a snack that are taking place in the home is about 11% higher than it was in 2019. So we're still consuming more at home than we were, despite the fact that out-of-home spend has recovered. And the reason for that is that out-of-home spend has not recovered in volume sense. So the amount of occasions, the amount of frequency, the amount of trips we're making, the amount of transactions we're making is still 10% down on where it was. But the value of those occasions is going up. And this is a point we'll return to later, but the change in the out-of-home universe is that we're becoming a bit more discerning about why we're going out. But when we are going out, we're willing to spend a bit more money. Whereas in the take-home world, we see a very similar pattern that we're shopping less often and we're spending more when we do go, but for an entirely different reason, which is during the pandemic, we found a way to make our shopping more efficient, concentrate more of our purchasing into fewer trips. And that seems to be a behavior that we like and a behavior that we're sticking with. And you can see that really starkly in this chart, which looks at the number of occasions or number of purchases or number of purchases or number of baskets, however you want to frame it, happening at different sizes. So the darker color at the top is those smaller trips with less than 20 items. And then those two lines at the bottom are trips featuring between 20 and 40 items and trips featuring more than 40 items. And in most of that chart, you don't see a much change, except for that massive blip in the middle where we've got a decline in those smaller trips. And even today, we're still seeing 50 million fewer small trips than we were on a monthly basis than we were prior to the pandemic, which is a real challenge for convenience stores, because that is the bread and butter. Those are the types of trips that they rely on. And more of that spending is being concentrated down the bottom there in those fewer but bigger trips. And that is a massive implication for where we shop and the choices we make and where we spend our money. So if we look at the evolution in the channels and where we're spending our money today, again, looking back versus 2019, this is a time series, but essentially it looks the same almost all the way across after the pandemic, which is there's one really significant shift, which is the decline in spending supermarkets in the grey and huge growth in the spend online, which is in the green. And this all relates to our change in behavior. So we're spending more time at home, we're out and about less, we're making less trips, which is a perfect storm for e-commerce because e-commerce in the UK is perfectly set up to deliver against that need of, I want a large delivery of all of the items I need for the next week, the next two weeks. So all of these things pay together, more time at home, different way of shopping, different channels in which we shop. If we move over to the other side of that chart and look at the out of home world for a minute, and specifically starting with retail on the go, so this is this purchase from a retail setting that I consume on the go, these are massively influenced by our working habits. And the sort of narrative around working at home probably depends on the industry that you're working in, because if you're taking a very London centering view of it in many industries, the majority of people are still working at home, but I appreciate in lots of industries, people haven't been able to do that at any point in the pandemic and they're certainly not doing it now. The ONS estimates that about 60% of the UK population have office-based jobs and about 40% have non-office-based jobs. But even at the height of the pandemic, they're saying that only about 40% of those people who are office-based will work from home and hardly anyone, so less than one in 10 of the non-office-based jobs were able to work from home. So there's a real mix in the impact of working at home for different parts of society and people in different roles and people working in different industries. We need to be careful not to generalise on this point. And the reason I'm making this point is it makes a difference to these retail on-the-go trips. So it's a slightly old way of classifying people in the UK, but to use a social class measure and look at social class ABC1, which is often used to describe more affluent people or people in higher earning roles, but it also tends to be biased towards people in office-based roles. We see the decline in their spend in terms of retail on-the-go is consistently twice as high as the people in the C2DE groups. So all the way across whether we look at the first year of lockdowns, we look at the reset that's gone on over the last six months, or we look at the last few weeks. We're still seeing the same fact that the change in behaviour is much bigger in those social class ABC1s than it is among C2DEs. Again, behaviour driven by the way people are living their lives. And that matters because if you're operating in this space, that doesn't just mean that different people are working, walking through your door. It means that demand for products changes as well. So for example, again, if we look in this retail on the go type trip and look at the categories that over index with that C2DE group relative to the rest of the population, we see that those sort of classic snacking categories like soft drinks, confectionary and crisps and snacks, over trade with those people, while things like hot drinks, sandwiches, cakes and pastries under trade with those people. So the change in the mix of who's in the store and the change in the mix of how people are living their lives also changes the mix of what gets sold and the demand for different categories. And the final point on this retail section is with regard to on-premise and food service and how we're seeing that change. So we talked earlier on about the massive growth in takeaways and that probably comes as no surprise to anyone, but I wanted to express an important nuance under the surface of that. And that is the takeaways of growing enormously in terms of the number of occasions, the number of times someone's buying a takeaway, but the value of those occasions is dropping. And that's because takeaways are becoming less about a special occasion at the weekends, maybe a Friday or Saturday night, and becoming dispersed right across the week and increasingly playing a world role at lunchtime as well. So they're becoming more present in people's lives, but on average the average transaction is less valuable. And then in contrast, when we look at on-premise occasions, we've seen this huge drop in the frequency with which people are going out and about, so we're still about 50% down in terms of the number of those occasions, but the value of those occasions is picked up dramatically. So in contrast to takeaways, when we're choosing to go out, which is much less often, we're willing to spend, and we're willing to spend on that experience. So we're sort of stuck to what the retail reset looks like. I would say these five things. So in large grocery shops, we're seeing e-commerce playing a bigger and bigger role, and that's disrupting the role of the large supermarket and posing a challenge to large format stores. The small grocery trips is a big challenge for convenience stores to drive footfall because the number of those trips that people are making have dropped. For retail on the go, we've got slight change in the shopper mix, which also drives a slight change in the product mix in terms of what's been sold. And for visits to cafes and restaurants, we're being more selective in our occasions, but willing to spend a bit more, and the opposite for takeaways there, they're permeating every part of our lives, but on average, the value is getting a bit lower. So that sets the scene for the context in terms of the way we're buying and consuming. I think a big question underneath this, though, is from a brand manufacturer retail perspective, does that change the way we should be thinking about growth? So at Cannesville, we have some very clear views on how we believe category growth is driven and how we believe brand growth is driven. From a category growth point of view, we think it's about fulfilling more needs or getting presence in more consumption moments, expanding people's repertoire, or finding ways to premiumize. And from a brand point of view, again, we think it's about more needs and moments, but also potentially about stretching into more categories or gaining more presence in the sense of being more present in people's lives or more present in retail. And what we're going to do in the next couple of slides is just explore whether we can explain the fastest-growing categories and brands over the last 18 months through those lenses or actually have the rules changed. So here's our list of the 10 fastest-growing categories on the left-hand side in take-home groceries from 2009 to 2019, and then what that looks like on the period from 2019 through to 2021. And when we've had this list on the left-hand side, obviously we've had it for some time, there's some nice narratives around health becoming more important and naturalness and things like that. When you look at the right-hand side, it's very difficult to create a narrative from that list. Indeed, you might look at some of those things and think, I don't even know what they are or what you're talking about when you use those titles. So there isn't a real narrative in the nature of the categories, but where there is a narrative is in what's driven their success. So if we go back to our four drivers of category growth, for example, in more needs in the top left-hand corner, we can take the example of yogurt drinks and juices and specifically the actamel brand, which hasn't so much reached out to a new need, but it's taken advantage of the greater prominence of the need that it's been talking about for a long time, which is immune support, which for obvious reasons has become more important to consumers in the last 12 months. And that means that that brand is featuring, all that category is featuring in six million more occasions, baskets in the last 12 weeks than it was in the equivalent period in 2019. In terms of more moments, I'm going to talk about flavoured alcoholic beverages. So that is a category that five, 10 years ago we would have referred to as alcapops and the sort of traditional products that sit in there. Actually now it's driven by these pre-mixed spirits and mix of products typically found in cans, which had exploded in the last few years and responded to a change in the way that people are consuming alcohol, particularly in home or maybe out and about in parks and things. As an example, if you look on the Tesco website today, you can find 47 different SKUs that are fulfilling that need of pre-mixed spirits and mixers and that category has increased its presence in baskets by three million in the last 12 weeks versus where we were two years ago. In terms of larger repertoire, and here we're not necessarily talking about broadening repertoires, but we're talking about a product becoming more prominent in people's repertoires. And here we're talking about canned colours. And what's changed here is they've changed the norm in the way that people are purchasing. So instead of it being about four packs or eight packs, the prominence of these large packs, like the example you see on the screen here of 24 packs, has greatly increased. And what that does is massively expand consumption because of the products in your home, the chances of you consuming in greater quantities increase, and therefore you spend them, the category grows with it. And finally, premiumisation and chilled flavoured milks. When I put the title, chilled flavoured milk on the screen, you might have thought of sort of milkshake type products. Actually, what's happened here is the growth driven by iced coffee type products. So you see the Starbucks branded product on the left and Arctic coffee on the right. And that's helped increase the average price in that category by 13%, again, versus the less 12 weeks versus the equivalent period in 2019. So in all of these cases, they're still responding to the same drive as we've always talked about. They're just doing it in a way that responds to a shift in needs. And as I'll say, a shift in the playing field that we've seen over the last 18 months, either immunity becoming more important to us, in home consumption becoming more important to us, or indeed alcohol consumption moving out of the on trade and into the off trade. And we can do the same with brands. So here's the top 10 performing brands over the same period. There's a bit more of a theme here in the sense that you see soft drink brands being quite prominent in that list, and also snacking brands, but there are also some other outliers. Our question again here is, can we explain those through the drivers that I referred to earlier? And I think again, the answer is yes. So as an example, if we look at more needs, we've got Monster, the energy drink, which has grown by 8 million pounds over that 12 week period versus two years ago, and not specifically by pushing the same skews, but that growth is primarily through their juiced product, which includes added juice, and there's zero sugar product as well. So slightly stretching the need of the product to reach a broader range of shoppers and a broader range of consumer needs. In terms of more moments, we had Seabrooks on the chart. So Seabrooks has grown right across its range and it's sort of core multipacks as well, but an interesting move they've taken is the step into sharing formats with their loaded fries MPB. That's contributed two million pounds of grape, and that's about getting into a different moment, so seeing clearly the consumption of that type of product is a very different occasion to a regular multipack, which might be carried out of home or distributed amongst children for lunchboxes and that kind of thing. And then in terms of more categories, we've got Flash. So Flash, classically, the cleaning product is stretched into cleaning systems. So these kind of mock products, very incremental because it's a different category. It's a different use case, again, adding eight million to the brand. And finally, in terms of more presidents, we've got Lenore, which has taken that move of really growing its presence in what we call the bargain stores. So stores like B&M, Poundland and Home Bargains, and just through those channels added five million to its top line. So a few quick examples there, but I think some really important points about the fact that those lenses and those drivers remain relevant today as they always have done. It's just the sense that the context has changed around them. So I'd still urge you that as you look at your strategies for growing brands and products going forward, that you use these as a checklist. Am I doing one of those things to help drive the categories that I'm operating in? And is my brand strategy delivering at least one of those things in order to deliver growth? You need to be conscious of the movement in people's lives that we've already talked about, but these drivers remain as relevant as ever. And our final section, so we've talked about loads of change, but I think there's more change to come. So I just wanted to finish with three big changes or disruptors that are coming for the industry, but I think we need to be conscious of as we look forward. And the first one is one that's dominating the news headlines at the moment, which is sustainability and how consumers are thinking about that. I'm then going to talk about what I've called the space race, but what I mean by that is the disruption which we will see to the distribution of space in grocery stores as a result of the higher the HFSS legislation coming in in October of next year. And then finally, I'm going to finish by talking about the really important issue affecting all sorts of elements of the industry, which is price rises and inflation. So on sustainability, over the last three years, we've gone out to our sample that I talked about at the beginning, and asked them about their views on sustainable issues. And we use that for many things, but one of the things is to create this segmentation of three groups. So eco-actives would be people who profess to care about sustainable issues and be willing to do something about them. Eco-considerers are people who say they're interested in sustainable issues, but they're not really changing their behaviour. And eco-dismissers are people who are saying, I'm not really that engaged and I'm just going to carry on, as I always have done. What's really interesting to us here is the massive growth in that eco-actives group between 2019 and 2021, despite everything else that's been going on in people's lives. And we run a lot of these regular, sort of big, attitudinal studies, and this level of change in just two years is really unusual and indicative of real sea-changing consumer sentiment in the space of sustainability that we think is only going to gain momentum going forwards. And this matters to brands, because as we look at the performance of the brands that over-index most or over-form most with that eco-actives group, they're out-growing total FMCG by factor of more than two. So there's an example of 10 of those brands in the image on the right-hand side to give you a sense of what's in there. A lot of them you more look at and think, yeah, obviously they do well with eco-actives because they're almost born sustainable. Sustainability is right at the core of what they're trying to achieve and their positioning to people. But we can also see more mainstream brands moving in this direction and benefiting from increasing their appeal to eco-actives. And that's not just about winning with eco-actives themselves, but if you can connect to the things that are important to them, increasingly we're seeing more consumers move in that direction and it becoming more important to a broader range of consumers as we move forwards. The second of our disruptors is HFSS. I'm not going to touch on this in huge detail, but the key legislation coming in towards the end of next year obviously that affects the way in which we can market and who we can market to. But I think from our perspective we're more interested in the impact it has on in store and specifically the ban on secondary space or gondola end promotions for products coming under the or coming up being legislated or being affected by the legislation. So as we look across the grocery market we see that 40% of spend is on products that based on the nutrient profiling scores would be classified as high fat salt or sugar. But not all of those sit in the categories that will be affected. But we still think about 15% of the market is affected by the legislation. And those are categories that currently today have disproportionate ownership of that secondary space that exists in stores. So the opportunity that is created for all sorts of categories to see if they can justify ownership of a slice of that space that's going to come up for grabs is enormous and very unusual. So when this legislation comes in at the end of next year everyone should be looking at what opportunities that creates for them for their own categories and brands. And the final point is with regard to inflation. So again another thing that's very topical is in the news a great deal and it's top of mind of everyone in the industry. From our perspective what we're interested in is the consumer response. And we know a bit about it. Because we can look back at what happened in during the last period of heavy inflation which was the period from 2007 to 2015. And if we look cumulatively over that period we can see that the average household spent 22% more on their groceries in 2015 versus 2022. But over the same period cumulatively inflation was at 36%. So that means that consumers were finding a way to mitigate that inflation so they didn't have to absorb that full 36%. And in our analysis we allow them four ways to have done that. They can buy less stuff so buy less volume. They can shop in cheaper stores. They can buy more on promotion or they can choose cheaper products. And what we saw then and what we'll expect to see replicated over the next couple of years is people looking for micro savings so little savings that they can make of categories in categories of fixture. At that time through buying more on promotion and through choosing cheaper products and by choosing cheaper products we mean perhaps buying a mainstream brand instead of a premium brand or a private label product instead of the brand. And that last point is that we think it's going to be even more magnified this time around because the level of promotional activity in the UK grocery market is at a record low. Retailers at the moment aren't showing appetite to use more promotions to mitigate these rises. So instead we think consumers will be looking even more so from where can they make little changes in little savings. But the final point on this one is that we shouldn't generalize in terms of people's experience and people's reaction because we know that there's a huge range and perhaps even now even more so than ever a huge range of financial experience and that people are having across the country. So back in 2020 another of our surveys we went out to our sample and rather than classify them in terms of their jobs or their social class or where they live or their income we just asked them to say what do you think of your financial situation and we asked them to self-classify on one of these five bands. So either I don't have to restrict my spending in any way down so I don't have enough money to cover expenses and this is the distribution that we saw in 2020. We repeated this study earlier this year and what we saw is yes there's still a large group of people up there on the left-hand side but the growing group is down there on the right-hand side and as that inflation reality starts to bite we think that group will grow more. So the challenge for really brand business looking to win in the next couple of years is how to get a balanced strategy that can both take advantage of the opportunities that exist on the left-hand side of the chart with those who are willing and able to spend a bit more and then perhaps splash out a bit and make sure that if those people on the right-hand side are looking to trade down and make savings that you're giving them something that they can trade down to. So in summary for our three sections is it behavioral blip or a reshape future? I think it's a reshape future. The changes look permanent. Think about people looking for efficiency in the way they buy groceries and looking for experience when they venture out of home less often but willing to spend a bit more. Are there any new rules for growth or is it just a different playing field? I think it's very much a different playing field but the rules are the same. Those drivers I talked about we talked about before the pandemic and we'll continue to talk about because they're just as relevant as ever and is it a new normal or is there more disruption around the corner? There's absolutely more disruption around the corner from all sorts of angles. I think the most important ones for the industry are sustainability which will steadily build this importance and inflation which will bite much more quickly and the important consideration there is do you understand where on the spectrum your shoppers are and do you have something that can deliver against those diverse sets of financial needs? And that was it from me so thank you very much. Brilliant that's great thank you very much Andrew for a really insightful presentation. So we're now going to have a short Q&A session. What influence have the new rapid delivery services so just get here Gorillaz had on the consumer purchase patterns and behaviour? Have you got any insight into that? We're talking about it a lot at the moment we think the impact is quite small and focused in specific urban areas where they have a significant presence but we think in the future they'll have a big impact on the grocery market. So if you look at the e-commerce grocery e-commerce in the UK today it it delivers it takes more than a quarter of sales when people are buying making big trips but only about one percent of sales when people are making small trips so there's enormous white space for e-commerce there's huge investment behind those kind of businesses a couple of examples you mentioned there so we think it's got a big future at the moment we don't think it's having a huge impact on the market but we'll do it in maybe three five years time. Then another question which is one I was in my mind I haven't used it myself but someone's asking about the at-home category sort of the meal-in-a-box restaurant type things have you seen any changes in that? I think we at this question came up last year when you did a similar presentation has there been any changes in that market that you've been able to detect? So it's very much a new well it depends how you define it but it's very much a new market I would I would put it in the same bucket as takeaways really so if you think about what it's competing with people not basically not wanting to go to the full effort of cooking or maybe wanting to have a special occasion but not wanting to go out to a restaurant so it's operating in the same world takeaway and that is a that is a world where there's a huge growth in demand for various reasons there's still some reticence for some people to be out and about in restaurants but people still want the experience and people have changed their behavior a bit as we've talked about as another example of people living their lives a bit differently over the last 18 months and then becoming quite happy and actually quite enjoying those kind of experiences so I think it's definitely a growing thing and something that we think will be around probably not at the levels that it was in 2020 but something that we think will will remain in the market Okay next question do you see lifestyle choice value-added such as vegan approved certification or similar independent recognition as an important driver for brand or product choice? It's a difficult one that to really pull apart the importance of individual claims on the choices that people are making I think what we do see and it relates to the sustainability point very closely is we're seeing a growing awareness of sustainability issues we're seeing people become more prone to think about meat reduction to think about naturalness I guess in the types of things they're buying and consuming so all of those things are becoming more important I can't talk specifically for claims with regards to veganism I think what we definitely say from our research is that vegan and plant-based consumption is primarily driven by people who are meat reducers rather than entirely vegan or vegetarian so that may indicate the specific claims about veganism are that important so that people are choosing to buy those products This is possibly a follow-on from the question we just said about the meal in a box Someone's wanting to know is there any data on buying ingredients over ready meals? So people cooking from scratch and will that continue? We've got a lot of TV programs like MasterChef that might inspire people I guess but are you able to identify that sort of trend? Through our consumption panel we can see very clearly what's going on there I think what we saw is a move to scratch cooking during lockdowns as people have more time on their hands and probably looking for something to do and trying to create more interesting meals for themselves That disappeared quite quickly all the stuff you saw in the press about banana breads and home baking and all of that kind of stuff that was quite a short-lived thing because it just wasn't something that people on-going wanted to dedicate their time to I think where we see the growth is not so much in pure scratch cooking but what we call more assembly type cooking so somewhere between ready meals and scratch cooking where people buy elements like sources or half-made ingredients or perhaps flavoured meats and those kind of things and bring them together as opposed to pure scratch cooking which hasn't grown enormously And question on sustainability and we're just going out of COP26 and the last webinar that I hosted was from Mackie's Ice Cream in Scotland and they were talking about their brand and the sustainability focus that they have The question now is do you think consumers will hold grudges towards brands that are not born sustainable and will the born sustainable brands have a significant leader advantage? I think they do and that's why we saw them in in the top 10 of those over in the series but in the main those brands are also relatively premium and also relatively small in their categories in no case are they the leading brands in their categories so I don't think we're about to see a world where suddenly all of those products become the leaders because value and price is going to remain an important drive for people and legacy of the big mainstream brands is going to continue but I think it's incumbent on those big mainstream brands to occupy some of that space and demonstrate their own credentials in the ways in which they're sustainable whether that's about recyclable packaging or the impact they're having on the environment that they source their raw materials from Okay and then a question someone's asking in terms of consumer behaviour are there any characteristics of bias from a psychographic point of view that you can derive from the data that you're analysing? What we have and I've showed a couple of examples of it there is lots of information on behaviour because that's what we're tracking as a core and we overlay on that lots of different surveys that we run through the year and we saw examples from in terms of financial status in terms of sustainability and those kind of things and we do all sorts of segmentation work bringing together those things so how I'm consuming how I'm eating what my attitudes are it's difficult to generalise and say what segments we would create because we tend to do that kind of work from a category point of view because people might sit in quite different segments if you're talking about for example their alcohol consumption versus how they wash their clothes and how they spend the money on cleaning products for instance so I think it's difficult to generalise because people interact with categories in different ways and we tend to do that kind of work at that level Next question is the rise and takeaway fuelled by the on-the-go retailers pivoting so they're doing something different and hence the spend per trip reducing are there restaurants because we've seen a rise in people doing deliveries from restaurants and stuff has there been a continued shift in how those people perhaps cafes are doing or Yeah that's why we're seeing that change so it's a more diverse set of businesses in that world so you might have if you went back far enough you'd think that was dominated by sort of fish and ship restaurants take what Indian takeaways Chinese takeaways for instance but actually now you've got a whole wealth of businesses who are trying to get involved in that in that growth area so yes I think the reason that's come down is because it's not necessarily about people buying big family takeaways for a Saturday night and actually people getting lunch delivered from their local cafe which obviously brings down that transaction size but massively grows the frequency as I as I showed Okay is there any data or trend on buying locally sourced or labelled food and drink? Do you have any data on shoppers who consider the source of their food in line with their eco considerations? So yeah there's definitely a correlation between those bigger those broader sustainability segmentation I talked about because underneath all of that we're asking people about all sorts of different concerns and issues and one of the things we ask people about is how strongly do they about look for locally produced locally produced products There's an interesting sort of regional variation in that I think so regions with their own with a very strong identity of their own in the UK that bias tends to be stronger so that bias to look for local and produce is stronger say for example in Wales and Scotland would be my examples if you look in those parts of the country you see a stronger sense of them towards I want to buy local produce than you might do in London for example Okay and next question can you explain further what you mean by more moments for brand growth? I'm sorry okay I'll probably went over that a bit quick so more moments are just made finding different consumption occasions so if you've got a product that to take the Seabrooks example a product that is a crisp product but it comes in multi-packs will typically be consumed that consumption moments which are lunchbox type occasions or just individual consumption occasions by going into a sharing format you open up the potential that people will consume at a different type of moment which is maybe three or four people sitting around watching a film or gathering for a social event of some sort Okay and I think we've got time for one final question which of your four brand growth strategies do you think brings the best chances of success? I think the one which correlates most with success is present to say distribution because physical availability drives penetration which drives brand growth but you can't get more presence in retailers without having a product that justifies it and you've been able to justify it to retailers so I think the ones that you should focus on first and foremost are more need so are we finding a reason an extra reason for people to purchase this product which creates more consumption occasions which drives penetration or more moments we just talked about so am I giving people a different occasion at which they might consume my product and those two things can kind of be connected but it's about am I creating more consumption moments in my product which creates more demand which gets more buyers in and grows the business Excellent and that's all we have time for today that's lovely thanks Andrew there were some really good questions there from our viewers sadly that's all we have time for in our webinar today our next webinar express will be top marketing and data and analytics trends to drive future growth on Wednesday the 24th of November at 1pm and it will be organized by CIM Southwest you'll find further details listed on the events page on the CIM website where you'll also be able to register for the session so on behalf of CIM thank you once again Andrew for a really good presentation and thank you to all that joined us we hope you enjoy the rest of your day and we look forward to welcome you again to our webinars in the near future goodbye


With naked longing and urgent desire, the hungry lovers steal, ravishing where the flock devours the pasture, and the table awaits the feast, caressing on rock cliffs, embracing in city streets, insatiable in gardens, orchards and vineyards, they perloin fruit sweet with ripeness and moments dripping with merve.


welcome back to the craft box my name is Brenton today hopefully everything runs smoothly because OBS did an update and my stream deck does not correlate to it anymore so that's great that's cool and good but hi Rose welcome how are you how's it going big stretch right they were doing some storm stuff which is exciting very cool and stuff let me just quickly bring that over real fast crocheting cat toys that sounds very interesting so heroes spreadsheet look at spreadsheet it is very cool we're currently a 21 heroes spreadsheet very cool we are currently a 21.71 percent we're currently farming oculies for one of either the blazing helm the storm wraps the bolt the bolt blade the resplendent rod the scepter of tribute the Cyclops statue one of those things so that's that's kind of the plan for the moment okay so yeah let us just get into it I guess I guess I guess we do need some health though we do need some health apologies for not streaming yesterday you know how it is I got home and I fell asleep it was great it was a great nap that I had but yeah welcome welcome to stream today tomorrow we will be streaming the day after I will be streaming and then we're gonna be doing an eight hour stream on Sunday it will either be Lemuria or some other thing so yeah that's exciting this exciting and hopefully will be very cool very cool and good valid if you hit up and on your pillow you can't have your head up and also be on the pillow that that doesn't make any sense that that doesn't make any sense so sad so sad no sense to be made only dollars yeah there's a separate instances keep your head up and on the pillow separate instance so I either keep it up or on the pillow there's no in between I can't keep it like like mildly up but it has to be fully up or on the pillow understandable understandable makes complete sense complete sense okay make sense makes so much sense because it sounds like you're getting a fan no but like but like no just no just no no no no I don't get neck pain because I am a bit different it's called getting good I just got good and didn't have any neck pain problem solved easy peasy no problem at all canvas cloak nope not what we need tragic very tragic very sad sounds fake but okay you don't know me you don't know my life story oh my gosh oh my gosh you ain't know my life story hopefully stream isn't lagging or is it just lagging for me hi well manage how are you welcome how's it going bum bum bum bum bum bum bum bum bum let us go for a stomach seems fine that's good okay it must just be me then it must just be me I am doing well I'm doing well a little bit tired but I'm doing well yeah just the lightning bats on our Kelly should be good should be good should be good should be good but yeah I'll be doing an eight-hour stream on Sunday my time which is Saturday for you America people starting at probably a am my time which would be 1911 1212 3 p.m. central probably unless you change time zones but I don't think you do that for a few bits for a wee while so yeah that'll be happening on Saturday hi Dylan welcome and we'll either be doing Lamuria on myth and life if Rose does not have pain and can speak and if not if not we'll be doing something else so yeah yeah eight-hour stream so excited I know I know it's been a long time coming a long time coming it'll be great and cool and amazing and dog and you'll be like oh my gosh you're so cool but all of the eight hours it'll be great it'll be great um but yeah so it just depends on how Rose is feeling what we do but if if she is dying then we will not do Lamuria and we'll do that next time but I do want to try and get Lamuria done before before novice that would be pretty cool I think we'll just start right sounds good you're making me anxious I'm just you'll be fine dude you'll be fine you'll be fine okay I'm sure it'll be perfectly fine and nothing will go wrong either you know they probably don't even need to do anything to you dude it's okay it's okay but yeah eight-hour stream this weekend very exciting it'll be cool and good can but stop giving me canvas cloak oh my gosh I don't want canvas cloak also I saw this I saw I saw where is it where is it it's in bundle or maybe it's just where is it why is it not featured it should be featured it is featured this terrible why why do you see the price who would buy this literally no one why would you why would they do this why why why why why why why just why um yeah so that that's my that's my one like why for the day I hope you enjoyed it smash like and subscribe for more smash like and subscribe for more why would be cool and good is there any mandrake down here noop is there any down this side though oh there's some mis with though I can't pass up on this would I don't know if I like these eyes they're like out of sync and it makes it look really weird um anyway let's continue let's continue with Mr. Mr. Achilles why because I'm actually curious why subtle and Rosie wants it done no she's going to the dentist so if she has like big big dentist things then she probably won't be able to speak so I won't push her through an 8-hour stream plus because it'll probably be closer to like 10 hours if we do Lemuria so yeah that's what that's why it will either be Lemuria or something else just a sec sorry oh let's don't um sorry right sorry had to reply to your message then my life has just become the social media so sad I run all of the social media stuff for my work and like you have to like reply instantly to messages as much as possible otherwise like you get a really bad reputation and Facebook's like doesn't reply or something and it's it makes it makes people like not want to like ever talk to you it's so sad so like I have to like try and reply as soon as possible apologies there are decisions that make me question the Ki employees who come up with the prices for the ground shop items I can understand because like originally it was pretty expensive to get but like why would you continue that like I don't understand why you would continue that when everybody hates it and on in their credit in their credit I think I'm pretty sure hold up let me check their Twitter they didn't actually mention it on Twitter which is probably a good thing oh my gosh blue dragon Pog first mount first mount we're not actually collecting mounts but that's exciting very exciting they didn't actually mention it on Twitter which is probably good because they would have got absolute like they would have been absolutely like destroyed in the replies for sure about it because it's it's actually a little bit ridiculous like who would spend one thousand hundred thousand crowns on that like that's just stupid in my opinion absolutely stupid like they should have honestly just forgotten about it like it's a cool mount but like one time you know just forget about it no one else can get it whatever it's okay you know but like now that you're like putting it onto the crown shop for a hundred thousand it kind of seems a little bit desperate you know just saying just saying a little bit desperate so yeah it's um quite terrible quite terrible but hey whatever if that's what they want to do that's what they can do is a lot of five hundred K yeah but it's still a bad memory exactly like even a hundred K is just way too much like things in the crown shop should not be a hundred thousand nothing in this game is worth a hundred thousand crowns I'm sorry it's just pixels what is a hundred thousand by the way like what is that in like usd five rounds eighty thousand if you do and then you need like twenty thousand over so like if you go eighty thousand and thirty thousand it's a hundred and thirty seven dollars before tax like that's a lot like if you're gonna go for that eighty thousand which is a hundred dollars and then the closest thing you could probably do is the thirty thousands thirty thousand crown and then you have like ten thousand left that's a hundred thirty seven dollars fifty before tax because they had like what however much tax it is and whatever afterwards but like that's ridiculous that is absolutely ridiculous basically like a hundred and twenty dollars or a mount and a piece of gear like kind of cash grabbie not gonna lie I'm not a fan of it not a fan of it they would have been bashed even more if they had put it for the original price yeah no one would buy it though that's the problem the way that it was done in a crowns reward event is kind of smart because like it's kind of more game of fire game of flying it because like you gotta go you gotta go up higher you know whereas if you just put it in there for five hundred thousand people are gonna be like no even one hundred thousand most people will be like no so like the crowns reward events are really really clever marketing and I I don't agree with it but I feel like it is a great way if you're trying to make money that is a good way to do it because it's not like necessarily you're spending that much to get that thing you're just spending it and you get it as a reward afterwards obviously there are some people who would spend that much just to get the thing but in general if you're just spending crowns you may feel more obligated to spend a little bit more during a crowns reward event than not and that's fine but the fact that this is like just being put on to the crown shop for a hundred thousand is absolutely insane like that's ridiculous and let me let me just remind you what is in it it is a mount a hat a robe boots and a wand the robe looks pretty bad the slippers yeah the wand I mean pretty trash as well the mount is I believe 55% speed but what's 5% speed really at the end of the day and the hat kind of trash like it just looks all kind of kind of trash you know and in the mount like you don't want to be rolling around on that mount because everyone knows you spent ridiculous and answer crowns on it like if you go into the commons on that mount everyone's gonna roast you for spending so much money so why would you want that why would you want that you're basically making yourself a target you're absolutely making yourself a target like it's just stupid absolutely stupid absolutely stupid and look I'm glad that it's not like completely overpowered like OP gear and it's just all cosmetics but who would spend that much like that's just ridiculous I'm sorry that's ridiculous absolutely ridiculous even 60,000 like that's not worth it for 60,000 yeah I would be afraid of people reporting me just for being boastful imagine imagine that would happen though that would happen you would have you'd have the commons the commons Karen's come at you and say like you need to stop spending money you you're seriously going to go in debt even if you can't afford it and like you're not gonna go into debt that would be so mad at you and they would report you it would happen it would happen I can see it happening 100% can see it happen I've actually wanted to do a series for like the longest time well I just sit in the amber is commons for like an hour and just like just like record what happens there you know and have like text to speech like over the thing and just just to see what it's like you know I feel like that would be super duper funny but also I'm kind of scared to do that as well because I don't know how much I could actually make into a video was Karen's people in Africa are starving I want to meet to your manager imagine imagine that would be that would happen though to be honest maybe reporting them and getting them banned they're sticking the right direction for them and their wallet yeah but hey look I'm not gonna judge people if they want to spend that much money like if they want to spend that much money that's fine like whatever as long as it's your money and you're not like impacting anyone else like if it's mommy's credit card don't do that but like if it's your money whatever I don't care but I feel like it's a little bit a little bit of a steep price you know like it's quite a steep price for the vast majority of people and like not many people are gonna buy it to start with at that steep price anyway but like if it's your money and you can spend that sure go for it I don't care I don't care I drop so many crowns on packs like I'm not gonna judge but like it's a steep price and I don't think Kings I should make those steep prices like it's just it's just it's just pixels like are you really gonna pay that much for pixels mind you there's people who will pay hundreds of millions of dollars for NFTs so I guess I guess that point stands um yeah anyway we're going so dry on men's at the moment high procs your storm has now reached Avalon nice and your death is still on track it's fine nice nice nice can we play together I usually usually when I'm doing like other character stuff like all my other characters usually you can like come and find me I don't really do that on this character just because I like the whole solo aspect but yeah welcome how's it going don't steal your parents credit card no don't do that that's bad that's bad one of my friends did that back in the day man he got in so much trouble he got in so much trouble he spent it on the CS go packs like skin packs for guns or whatever I don't know I don't know I don't know CS go but like he spent like hundreds of dollars I think it was like 500 dollars or something it was ridiculous he got in so much trouble it was kind of funny but also just don't do that please don't do that don't don't do that death walk through death walk through will be coming back in when the next world comes out and we'll be streaming it here we'll be streaming it here and that will mostly be solo I accept like the final boss and possibly any hard dungeon that I encounter but mostly solo your little brother did that and put Pokemon cards on my gosh that sounds like something he would do though like to be completely honest that sounds like something he would do I'm glad you're doing a storm walk through since I mean it's my brother's count so I technically shouldn't you know it's technically my brother's character so I can't like go and do that that's that's not quite right even though it doesn't play anymore plus it's on another account and then I have to pay membership for that account yeah don't cheat sir I'm allowed to cheat in the death walk through at the end because I don't call it solo anymore and plus it's not cheating if I play the game how I want to play it so if I play it with like if you may mainly solo but have like help for dungeons and stuff I don't really care I don't really care anymore I play it how I want to play it most of the death walk through will remain solo though but yeah it'll be back when novice arrives into live long on test run we'll do it hopefully maybe on the day it releases depends on when it's released and stuff jewel dagger let me just check no we've got like literally nothing today this is gonna be another really bad dry run I feel death walk through solo until I come to a hard boss maybe in the first bit but in the last I have to say after Mirage it's a lot more solid like I mean I solid basically every single thing apart from the final boss in in Lemuria and also I solid a lot of stuff in Imperial as well I think I solid the vast majority of Imperial part one and two apart from Medulla and the storm Titan and leading up to the storm time just because I was streaming so like there's a lot of stuff that I have soloed on it I don't count the first part of the death walk through because again I didn't know that like it would kind of do well so I was doing it just to play the game fun because I thought that a way to hold myself accountable and actually finish game would be to make a walk through so yeah from Imperial onwards it's pretty much even Mirage is pretty solid as well but yeah no one wants to be stuck at a boss forever true true also back in those days there wasn't such thing as team up either so it was a little bit more harder to find help that was at your level so yeah I like walk through obviously if I could go back in time I would be a little bit more strict on soloing but or just not call it solo but that's what you did at that time so that was just how it worked so yeah do you to walk through as a tracking system for each world you're there there enough there fair fair I feel like twisting with like a guide or a walk through or something is a very good way to do it because like you can get to like the end of the area or end of an episode and just be like okay that's enough for today time to time to go to something go do something different or something or like I'll I'll do like five five episodes or whatever and then and then like log off or something so I feel like for me at least it was a good parameter for how much I should do a day if you showed how you defeat some mobs like for one boss for the death quest you showed strategies to beat the boss like seven times those prison blade hit yeah I mean mob fights are kind of hard to do because like people don't like them and they don't really add to content it's just like monotonous like same thing over and over and over again and generally generally most of the mob fights are pretty similar you just blade and then hit or blade and blade and blade and hit or you know blade and hit and then hit again I'm going to die in a second what the heck this has to kill this is not going to kill I am going to die no Achilles how could you kill me like this this is so tragic we have to do this to kill please fizzle please fizzle I'm dead RIP RIP me first after the day tragic tragic if in the chat I remember the vid on Cravenly the Hunter and Chrysalis part one where the other person with you was glad you had an open chat I don't even remember I I don't even remember there's just so much that I just I'm gonna do these quests by the way because I don't like having them and I don't really care and it doesn't really matter if I do them because I don't actually give any rewards but I don't like having him have a quest error sorry account run so sad it was spell quest I mean most of the spell quest I I think I kind of like do the bosses and you know show you a good way to do them I would like to think but yeah it's so sad that we don't have any more spell quests I kind of miss it it was a little bit of a grind but I kind of miss it like it was kind of fun now we just get the spells like instantly you know what would be really cool what I would really like to see is there was still be like spells that you get like hitting spells that you get at the start of the world like we do currently or whatever the ones that you upgrade with spellments that you get dropped throughout the world but I feel like every single world should also have another spell that still has a quest at like the like level 158 or something because I miss that and I feel like it is something that is lacking because you add the Arcanum and then we get like two spells from there and all of the other spells we just don't get from the Arcanum anymore so what was the point of adding the Arcanum and adding the scholars they seem barely knowledgeable you know kind of glad they know if some bosses because you struggled on some yeah they did that a wee while ago when they did the spell nerfs and buffs they went through and like reduced most of the health by things by about like 20% or something something like that that may not actually be quite 20 but it's not really one of those lines farming bosses no one else would exactly exactly that's what I do today that's what I do one of the funniest moments had to be the botched war hooker from the hopper travel and prison beach no that triggers me every time gotta farm the sunken city boss and yeah I will be I will be I think he's on the list I think he's got a couple of things that I need to get from him whereas he actually doesn't drop many stuff that is unique to him yeah he drops two things the wraith statue and the dead tree that we'll be farming for otherwise we don't really have too much to farm form sunken city which is great because it sucks yeah oh but welcome um lately how are you oh maybe how are you hope you're doing well all right let's get a drop here please that would be cool and good and amazing please please please please please please give me something good give me the signature tribute right now dark wool shelf we've already got that oh my gosh oh my gosh it just started grizzling on your life with your girlfriend on a storm vice that's exciting very exciting I hope you enjoy grizzling it's a it's a cool way world is that chest I see that is a chest I see is it a wooden it's a silver even better let's do a silver chest what is it gonna be catch a cave that's my guess it is shock a lot that's fine I need the up but where is the up but that's there no no no no no no no no no no no no no no no that one there I wish I looked at your walkthrough on my stone then I could the grizzling went on to winters us but it's fine it would work scare I forgot I'm the guy who possibly saw some yeah I know I know who you are don't worry oh my gosh you can get these from this level from this world I didn't realize that that's crazy oh my gosh the spellowing grind has started yikes yikes that's exciting that's exciting but also painful isn't it crazy how five years later you still got supporters I I I mean I wouldn't say still I didn't really have many five years ago yeah I guess it is crazy I don't really mind like if no one watched me that's fine I honestly wouldn't care honestly wouldn't care at all when was five years ago 21 2019 18 17 2017 and 2017 at the end of 20 this time in 2017 I only had 73 subscribers no 78 subscribers so I didn't really have anybody back then it was just me it was just me myself and me yeah you mean for the walkthrough when I first started that walkthrough it didn't really like nobody watched it until way after I had finished basically when I started posting in Peria that's when people started watching maybe it was a bit more garage but like the first part of the walkthrough no one watched when it came out like because I had no one there was no one it was just me and 78 other people when I first started that so yeah I can't wait for novice novice looks so cool I'm so excited I cannot wait I'm kind of done was to make levels higher because it's a struggle I mean I think I think them creating more levels is good because otherwise there's nothing to do because this game is only only has like so many things to do like especially if you're not gonna do PvP then there's not really much else that you can really do at a high level other than like get gear but then what's the point of getting gear if there's not gonna be another level so yeah it's kind of like a catch-22 so yeah they need to they need to keep producing worlds until it is like completely unfeasible to do so otherwise there's just no reason to play the game and you see that with pirate people stop playing the game because there's no reason to play the game cloudburst raps can we get something good please mr. oh actually that's what I was gonna do we're gonna go take a look at the loyalty store for the month level 200 imagine I cannot wait that would be so cool that will be so cool we're gonna go look at the loyalty store right loyalty store hello what do you got for me today claimed tokens what do we got what what do we got that we should get skeleton key kind of cool not gonna lie but this character we're gonna get the skeleton keys yeah I think that sounds good because we'll need them eventually anyway I need to actually spend a lot of these points skeleton keys wow who would have thought let's go place them in my dorm so I do not forget where they are that would be cool towards the end of 2022 level 160 hype I'm so excited I wonder what the new thingy my Bob will be the level 160 by the way the reason why skeleton keys are very good to have is because we have to farm all of the skeleton key bosses for all of their gear and all of their things and stalking up on them is a good thing also we need to do Beastman on this character so I don't know when we're gonna start that or what we're gonna do for that but we need to do that and I don't quite know when I'm gonna like do that because I need to do it a little bit more my death as well so yeah we'll have to see we'll have to see we can just use this can't we yeah we the level 150 title I could have never guessed I know that that was kind of surprising paragon my storm who was an avalon is my highest character but for some reason I despise crafting right now because I really don't want to do it but I know for high level gears I'm gonna need to for good gear you don't necessarily need to you can get most of at 150 you can get everything at caramel you can get everything and it's just the catacombs where you have to craft the gear unless you want to defeat fellspawn which I would not recommend you can get everything through drops but crafting is a great way to kind of like mitigate your losses so like if you get like really unlucky then you can just craft instead yeah and crafting's not too bad the dragons by a crafting quest and then the Azteca crafting quest are kind of like the most painful crafting quests in the game but once you've done them it's kind of a lot easier to do crystal is crafting is absolutely like the most easiest quest there and you don't have to be a revered cross you only need visionaries so you don't have to do the revered crafting even though that's so much easier now back in my day it used to take participation trophies but it doesn't do that anymore even though there is now a way to actually get participation trophies but that's fine don't even get me started on those stupid ones they're not stupid they're great they're cool and good they're cool and good I don't want to hear any of those blights for memos especially from you especially from you I feel like the level titles have gotten blessings exalted I mean hold up let me let me just quickly check real quick let me just check what I'm about to say I need a fact check myself otherwise I will say right wrong and I can't be doing that on the internet that's illegal that's illegal so exalted was level 100 and then there was prodigious which I think was quite cool and that was level 110 to 119 that one I liked a lot and then there was champion which also I think was quite cool visionary was kind of cosmic is kind of it doesn't really make sense but whatever and then paragon it's kind of a cool cool title but yeah I mean I didn't really like transcendent either or legendary was okay from methane which was the level 91 didn't really like that either that's kind of like meh so there's like some good ones and some bad ones in my opinion in my opinion yeah right we need to fight them again I think we're gonna be like going quite dry on this man's today I would say you like Cosmic Cosmic was quite cool but doesn't really fit in my opinion those wrong ones ruin my life kill my crops and kidnap your family oh no that's so sad I'm so sorry uh-huh I'm so sorry just get good next time maybe perhaps just get good just a suggestion just a suggestion that's just me maybe um right let us do a stormy sharky boy on this man sounds good rude no you know you I'm not rude I'm the nicest guy ever so I can't be rude it's impossible it's physically impossible for me to be rude I'm sorry why does the music stop for this so sad I was actually expecting Imperial Park to a level 130 would have revered as the title I was expecting that as well but it didn't so that's kind of interesting that's kind of interesting but hey I wonder what the next one's gonna be what does paragon actually mean because like sometimes like cosmic you could kind of like see it and like what's gonna be like next in the world that by the way the meaning of paragon in case you were wondering is a personal thing regarded as a perfect example of a particular quality what are you farming for I have a spreadsheet that my I have a spreadsheet that my storm character is locked to and can only progress using the storm sheet and a spin wheel we're currently farming general Achilles for either his blazing helm storm wraps bot blade wrist with the rod set to attribute all the Cyclops statue and then we can move on once we got one of those we can move on to another thing that we spin the wheel for so yeah it's also in the pin comment as well he's also in the pin comment right let's go let's go next yeah whenever I think of cosmic I think of space and intergalactic travel yeah and I mean that's kind of what was happening in La Maria a little bit a little bit so yeah right please give me something good mr. Achilles I will love you for long time I will love you long time if you give me something good give me give me good drop something really nice that I can just tick off really fast it'll be great it'll be so cool and amazing and good so cool amazing and good all of the above we will love it we will love you everyone will love you can confirm can confirm I think we're gonna do this for a few more and then we might go play some Beast Moon for a little bit on my death because I need to actually start farming Beast Moon a little bit more cosmic to me boldly go where no one has been before which is La Maria literally La Maria I should just done lightning bat or whatever whatever this is way overkill way overkill definitely La Maria yeah what is the definition of cosmic cosmic deep I'm relating to the universe or cosmos especially is distinct from the earth so yeah that makes sense that's makes sense no don't fizzle no please you're allowed to fizzle though you're allowed to fizzle I'm not allowed to fizzle that's illegal that's illegal no stop oh my gosh tragic absolutely tragic did you know if you spin around three times before you go into a fight you get the drop you want pretty crazy pretty crazy I'll do that next time I'll do that next time and we'll get the drop we want 100% 100% canvas cloak you disappoint me you disappoint me greatly great disappoint with look at that solid experience count that's overflown nice nice okay we'll do one more and then we'll go play some Beast Moon for a bit if anybody wants to join you can I don't think it's may him so we won't be in the same team but you can play you can play it'll be cool right last one of today before we move on will we get what we want there's mandrake over there I need to grab that I need to grab that after this you want to beat me match like two hours ago nice right one two three and a couple of jumps just for good luck it means we're gonna get it this is how it works it's like the wee little dance that you have to show Achilles in order for him to give you the drop you want works every time all the time lost one then one one immediately after as well nice Beast Moon is so like pickle like you like you either have a really good team or a really trash team there's no in between I don't even I don't play Beast Moon much anymore because I really liked like they're close matches but everyone's either way too good or way too bad so like there's no in between anymore unfortunately in my opinion I need to keep playing it I just don't like playing it because it's always you're either gonna lose or win there's there's no like really close matches we're like it's gonna be like who knows if you're gonna win or not you know what's my highest character level 150 max level the death wizard max level fire wizard because I have multiple characters and then I have a level 148 I think level 148 that was it RNG gods to mind you do a silly little dance exactly I'm just the silly little guy doing a silly little dance in front of a cyclops what more could they want you know I'm even wearing a silly little hat in fact it's a pretty big cat but I'm wearing on I'm wearing a silly little hat so I don't know what more they could want I don't know what they've more they could want from me but this is what happens when you do that you get all of the drops you want just kidding you don't you get 12 gold and a random robe and a snowshoe TC love to see it love to see it was it worth it no that just made me look stupid but that's fine right mandrake and mushrooms three oh my gosh what the heck that's a lot hmm oh my gosh we have two chests as well crazy hold up let's get another Spellman a singular Spellman sounds great it's gonna be our first-storm Spellman on this account bit right one two three four five there's one show me a one show me a one show me a one that was not a one this is a one though now we need to well we're about to lose oh my gosh two three please I can't like go wrong anymore because I'm going to die if I do three holy moly where are you there you are three or is right here then we're just gonna wait five million years to get a five because they never come when I need them so sad she told you we need the time though five show me a five please show me a five there they are look at them all boom easy clap easy clap which was the first one you made it was a balance spell and unlucky it was my was before my fire on this character yeah anyway let's do some Beast Moon let's do some Beast Moon Beast Moon Beast Moon remember me looking up so many years ago how to get golden was and there was a troll saying go spin in front of Cyrus Drake 25 times and jump twice to get max gold automatically imagine that would be so funny that would be funny if that worked it doesn't but it would be funny if it did right let's do some Beast Moon sounds fun and good and cool where is he there he is hi buddy hi buddy let's do this let's do this just changing the title there we go this is my max death oh my gosh his presence stinky cheese and gummy blood that that's great that's great that is fantastic can I see stats you can see stats you can see stats I have 10,238 health 468 mana 157 death damage 47 resist 91 flat resist 24 accuracy 589 crit 3 3 6 which 3 6 3 3 6 block 29 ps which is not perfect yet 43% pip conversion and 104% powerpip and 123 shadow but I've been debating making a death yeah my gear is uber hat uh merciless robe uh dragoon boots merciless or that or the crafted version uh want merciless or crafted version fm and delightful or the uber amulet and merciless or crafted ring my pet is this and then the deck is the supreme deadly deck yee that is my death here's the mighty dwarven power rager that's the badge we got the other day very cool um right so let's do some beast moon haven't done this in a while so let's crank some out it's actually been ages since I've done beast moon by the way we are trying to get scroll of fortune currently on tier four very exciting um they had like double double um scroll points for like two whole days before they turned it off on this current one which is a little bit crazy not gonna lie if you want to find me we'll be in the arena for a little bit um yeah let's do some beast moon boom ready to go that was quick that was quick um right beast moon beast moon beast moon can we do some beast moon please people click ready to go please it doesn't take too long it doesn't take too long to do that oh my gosh thank you I wish there was the loading strength of beast moon that would be cool uh what do I want to be I kind of want to be fairy life fairy there's so many forms now holy moly back in my day there wasn't this many forms back in my day uh what do we want probably a couple of you and you and you were quite nice right let's do this we're on avalon a avalon is icky I don't like the avalon arena it's not cool or good it's not cool hi it's not cool or great I haven't played actual beast moon in so long I've only played mayhem for the longest time it's kind of crazy kind of crazy then nine eight seven six five four three two one go welcome to me simply capturing circles that is all I do I am a pacifist at heart I would never ever fight anyone as a fairy it seems morally wrong to fight people personally right boom lovely first one captured I got the first points this is amazing they got three what the heck oh my gosh pitwisp yummy I went the wrong way love to see it love to see me going the wrong way honestly the best I'm worried about this I'm actually worried about this fight that may happen here the death ninja pig just ran right past me he's like nah not wanting to fight you okay we can fight them um right okay we are going for it apparently and 50 blade sure easy clap what am I at I think I'm at a sun one more sun um watch me die um this is all bad clear shield no no we're doing this we're getting extra heels this is this is kind of busted you can swap heel on yourself to get another heel it's kind of busted it's kind of busted it's like actually kind of busted like I don't know how that is the thing that you can do but it there's the thing that you can do right and it's also zero pips which is nice um who should I go for first I don't even know I'm going to go for this guy because he has no no shields or anything no shields or anything um well that was fun why join alone with no pips I don't know if this person is talking to me why join alone when I got dragged into the fight because the dead ninja pig was here and then he ran away not my fault not my fault that he ran away um right I'm going to I'm going to concede because that was just not gonna work it was just not going to go well at all that happens now we need to wait five million years five million years 15 14 13 12 11 10 9 8 7 6 5 counting with Brent is fun 2 1 boom let's go we can't go to spiral yet I'm going to change this why is there why is there are man's here I don't like the man's here man's around here man's around these parts no I don't like it I don't like it it is not cool or good this is very unfun right there we go I've got two perps which is great oh can we get around here a little bit I think we can that was the fight that I was first at and lost which is cool very cool and good I'm gonna go down here and try and flip it maybe we'll see I'm not going to flip it I'm going elsewhere they've locked this up quite tight they've locked this up quite tight we're going to I hopefully no one's at I maybe we will find out maybe maybe maybe none of our team are at I why are they not like there is a man's here the ninja pig the ninja pig man's we're gonna lose this we're gonna lose this so badly like this is we've got literally one point how does that even work like how does that work how do we get one singular point like that doesn't make any sense at all okay bye if that makes sense because it's contested very cool you can't jump in this form which is tragic only one point now we've got to we're doing so well this is probably like the least amount of points I have ever seen a team get ever and I happen to be on that team I don't know if that's a coincidence or not but it is something why is what the frick are you doing dude I don't get this man's I'm gonna follow but like what the frick is this man's doing we've lost this 100% we've lost this like this is this is terrible this is the terrible terrible run um yeah we slowly catching back up no I'm sick of it I'm leaving I'm leaving I don't care I don't care I'm being salty now are you on their team or us what's that sort of question dude I'm gonna start flipping these things I just want points so I'm just gonna flip things and if they flip them back I don't care because we've already lost I don't care really could not kill us if people are going to be rude six five four three two one I'll fight you I'll fight you I'm not afraid of you I'm actually afraid of them chest get some coins I'm just getting points that's what I'm doing I just want points um you're getting salty too in this game isn't even yours yeah I know like they just did nothing like they did absolutely nothing they didn't even try to flip things like how does that work I don't understand that I'm just getting points I don't care at this point I really don't care oh that's dangerous I'm in danger yep that's dangerous that's dangerous I'm going this way I'm moving this way because I seem to be the only one that's actually flipping circles which is kind of the whole idea you know I'm not even going to help them they don't deserve help they literally we've lost this and I've admitted that to myself so it's okay at this point all I am doing is points all I need is points points points points love me some points fight me I don't care see if I care mr alex see if I care um watch this I'm about to pop off I'm about to pop off real hard this is this is the wombo combo that I've been waiting for 200 okay let me do this oh we're going for i okay okay bit bit bit bit um right death ninja pig hello I'm hitting the life track I don't care I don't care I'm doing this I'm doing life draconian getting that out would be best because he was bad he was a bad all my homies hate heels right he was there out in exactly man exactly exactly right two pips thank you thank you thank you um honestly I'm just gonna do this because I want to get this guy out ASAP uh he's gonna do that but whatever whatever oh my gosh we actually won a combat what oh my gosh crazy guys we're making a comeback this is the comeback this is the comeback you've never seen before and never knew you wanted to see oh my gosh we actually won a fight wow our team so good honestly just amazing so good so great just the best honestly they're so good so proud of them so proud of every single one of them so proud of them just kidding they took moon right back but that's fine I do this then I do this 200 free damage love to say it actually winning a fight in beast moon imagine I don't write crazy no one would ever thought about doing that no one would ever thought winning a fight would be so valuable but hey we we are here winning fights crazy right absolutely crazy insane plays what's my favorite boss fight in all of whiz lady stone gaze the new um gold skeleton key boss in aquila hands down easiest the best boss okay shield be gone be gone shield bye and mr wraithy boy oh no we didn't quite kill tragic if in the chat rip riparoni I really want to I really want to win this fight I'm gonna stay here favorite NPC I don't have a favorite NPC probably did them though probably did them I would say right go you guys can do it I believe in you I believe in you guys you can do it we can win two whole fights it'll be amazing it'll be epic winning two whole fights no one has ever seen it coming ever ever oh my gosh we're actually like making a slow comeback I don't think we're gonna win still but we're actually making a bit of a comeback which is kind of crazy kind of crazy this is gonna hurt a little bit there's two traps yikes ouch um you're gonna make a graphic of me with divin fighting the new aquila boss now okie dokie okie dokie boom boom boom that doesn't kill only does 200 only does 200 oh my gosh why are we doing so well now but like before nope we were doing absolutely terrible I guess our team just had to wake up or something I don't know wake up sunshine wakey wakey sunshine it's time to smell the roses and win uh oh protection removed this is so sad he's dead no no no so sad so sad and tragic ninja pig I believe in you you can do it is this is gonna be great this is gonna be amazing and great what not knowing what you're supposed to do me and what I'm so confused what that means I have absolutely no idea what David is talking about right here but is that kill is that kill I think that is kill is this good and kill please be good and kill please yay we did it we won two whole combats whoo go team I'm not buying any more cards very good it's gonna be over soon do you have no hp wow that's not good just get better okay four three two one let's go I I'm honestly amazed at how well our team is coming back out of literally nothing like it makes literally no sense why would you get into it that's a loss they rushed that's sad that's tragic and sad unlucky oh hello I'm gonna capture this just for points Alex don't come to me thank you stay away Alex stay away from me buddy you don't want to catch these hands these tiny little fairy hands you don't want them you don't want them that's for sure that's for sure three two one well there's another two points love to see it love to see it let me just go and get those chests down there let me get them chests one 10 coins 11 coins 15 coins seven coins right gg unlucky 14 points not too bad not too bad not too bad could be worse could have been worse could have been way better though but hey that's fine from nothing to something the story of design imagine imagine we're at 70 though so we got one point and reward which is good right oh we got this as well what is that five Pete nice anyway that is where we're probably gonna end up for today I will be streaming again tomorrow and also the day after at the normal time of one PM my time which is two three four five seven eight PM central so yeah feel free to stop by make sure you have notifications on so you know when I go live and as always remember to craft outside the box where's the button there's the button