HMT's Global Gamechangers 2019 - TRENDS - CONSUMERS - BRANDS - Preview of Key Highlights - AWS
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HMT’s Global
Gamechangers
2019
Don’t miss the
special HIE discount valid
un6l Dec 12th!
Preview of Key Highlights
[Pre-order your Full report now!]
TRENDS – CONSUMERS – BRANDS
How To Make The Health Trends Work For Your Brand
TRENDS + CONSUMERS = BRANDS How To Make The Health Trends Work For Your Brand This trend report will not only show you WHAT is happening in the world of food and health but also WHY it is happening by understanding the consumer moCvaCons behind the trends and finally HOW you can make the trends work for your brand innovaCon. On the following pages we will share a preview of the full report structure —>
HOW TO MAKE THE TRENDS WORK
…for your Brand Innovation
Four Factors® is the globally leading consumer centric innova6on system. It will
help you to connect trends with categories and consumer segments with brands and
products in one interac6ve model.
In this report we are focusing on the Lifestyle Stakeholders of the FourFactors®
model ie where we find the emerging trends, the early adopter consumers and the new
brands and their products.
The four stakeholder groups in the FourFactors® Brand Accelera6on System make up the nutri6on market:
• Target the CONDITION of the TECHNOLOGY STAKEHOLDERS.
x
• Provide SOLUTIONS to the EARLY MASS STAKEHOLDERS.
• Sa6sfy the WANTS of the LIFESTYLE STAKEHOLDERS. • Become the STANDARD for the LATE MASS STAKEHOLDERS..
The FourFactors® Brand Accelera;on System will help you:
The FourFactors Brand Accelera;on System will help you:
HMT’S 6 GLOBAL GAMECHANGERS
…driving Local Trends
Based on years’ of exper6se in the Each Gamechanger is bringing about a
industry, we have iden6fied six global change that we have described below. And
Gamechangers centered on the future role each change will point to an Innova6on
of nutri6on that are re-shaping Strategy, which we have illustrated with
fundamentally the marketplace. These connected Trends and Innova6on
“Macro-Trends” help to understand New Opportuni6es exemplified by brands for
Consumer Behaviors and Need-Gaps inspira6on and ideas.
HMT’S 6 GLOBAL GAMECHANGERS LINKED TO TRENDS
Overview of HMT’s six global Gamechangers that are changing the game for the future nutriCon industry.
Each gamechanger is driving local trends. In the report we describe and showcase 19 trends that will
impact your business in 2019.
GAMECHANGERS 2019 19 TRENDS
1. FOOD for Health & Wellness 1. Probio;cs 2.0
The Change: From Fuel to Building Blocks 2. Live to Train
Innova;on Strategy: ACTIVE NUTRITION 3. Sugar Buster
4. Mental Edge
2. PEOPLE are GeQng More, Older & Wealthier 5. Let Kids Lead
The Change: From One View to My View 6. Pro-Ageing
Innova;on Strategy: INCLUSIVE NUTRITION 7. Gender Roles?
3. RESOURCES are GeQng Scarce 8. Ac;vist Ea;ng
The Change: From Seemingly Unlimited to Limited 9. Upcycling
Innova;on Strategy: SUSTAINABLE NUTRITION 10. Plant Supremacy
4. PRODUCTION with Natural & Transparent Processes 11. The Naked Truth
The Change: from Processed to Natural 12. It’s Alive
Innova;on Strategy: NATURAL NUTRITION 13. Food (R)evolu;on
5. TECHNOLOGY Empowering Consumers 14. Genera;on DIY
The Change: From Product Driven to Consumer-Driven 15. Go Track Yourself!
Innova;on Strategy: i-NUTRITION 16. My Online Tribe
6. SCIENCE for a Smarter Future 17. Root Healing
The Change: From Treatment to PrevenCon 18. Food Therapy
Innova;on Strategy: TARGETED NUTRITION 19. Longevity
THE GAMECHANGER CONSUMER
…will change everything
The “Gamechanger” consumer is the These are the early adopter belief systems
trendseZer: the passionate consumer who that you need to connect to in order to
reads, shares, and experiments with new convert new health science and technology
products and innova6ons. They launch the into new and successful brands. The report
trends which will later be no6ced by the will demonstrate how brands can fine tune
early and late mass markets. Only brands their stories in order to forge the strongest
which they can believe in and bond with connec6on with these early adopters.
will get their seal of approval. We have The 4 consumer profiles have been
iden6fied 4 key belief systems; Self, Ethics, developed by HMT ConsumerLab in
Heritage, and Science. cooperaCon with Lund University.
HMT’S 4 GAMECHANGING CONSUMER SEGMENTS:
SELF is mo;vated by how a product nourishes them individually and
supports and indulges their self-image. “When I feel good, I am the best
version of myself. I enjoy spending money to discover new products which
SELF
add value to my life. The best products are those which feel indulgent,
validate my choices, and reflect my aestheCcs.”
ETHICS is mo;vated by the feeling their purchases have the power to
create posi;ve change. “I support brands with a clear mission, who take a
stand. I don’t need things to be pre_y or trendy, and though I spend
conservaCvely, I support companies who align with my beliefs about what is
right. I only feel good about purchases that reflect my values” ETHICS
SCIENCE exalts research and innova;on above all else. They want
products developed at the bleeding edge of technology. “I want the best
rated products, opCmized to my needs. I buy things that make sense, that
are proven through research and endorsed by experts like me. I feel proud
and validated when I implement new innovaCons into my personal
pracCce.”
HERITAGE looks to the past; to culture and folkways to inform their SCIENCE
purchases. They want products with strong ;es to nature, locality, and
tradi;on. “I buy products with a story I want to share. I spend money on
things rich in history and culture, I like to know who makes my products,
and where they come from because this is what gives them authenCcity.
The products I love are connected to tradiCons I admire.”
HERITAGE
THE GAMECHANGER BRANDS
…who accelerate change
To understand the impact of trends on your For each Gamechanger we have iden6fied
business and the speed of trends in the brands that best represent the change. And
market you must also understand the role for each Innova6on strategy we have
of Gamechanger brands who see it as their selected example brands from all over the
mission to change the game and who bond world with links to their websites. Below
with the Gamechanger consumer to bring are six examples of Gamechanger brands
about the change they both believe in. that will be analysed in the report.
INNOVATION STRATEGY + GAMECHANGER BRANDS:
1.ACTIVE NUTRITION:
Good Idea (SE). No more low or no sugar alterna;ves! This
Chromium and Amino Acid Infused beverage allows people to disrupt
FOOD their own bodies reac6ons to sugar.
2.INCLUSIVE NUTRITION:
Lapopote Compagnie (FR). Help kids love veggies, no more Picky
Eaters! Let the child be the Chef, re-invent veggie based recipes into
PEOPLE favourite formats and adopt healthier habits.
3. SUSTAINABLE NUTRITION:
Oatly (SE) Take a stand with Oatly! Oatly has posi6oned itself and it's
products aggressively as an ecologically sustainable alterna6ve to the
RESOURCES status quo dairy industry.
4. NATURAL NUTRITION:
Profusion Organic Living (U.K.) Natural processes over processing!
Profusion foods change naturally; they sprout, ferment, and evolve
elimina6ng any need for processes which damage nutrient complexity.
PRODUCTION
5. I-NUTRITION:
Nestle Wellness and Genesis Healthcare (JP) Technology for you!
Combina6on of DNA tes6ng and Social Media to create a custom
tailored daily beverage supplement pack. No more one size fits all x
TECHNOLOGY solu6ons!
6. TARGETED NUTRITION:
Thryve (US) Lab science in your pantry! From tes6ng to providing
personal food and supplement blends, Thryve transforms your
nutri6on to stabilize your microbiome.
SCIENCEFIND THE SWEET SPOT
…for your Innovation
The ambi6on of this report is to help you join the dots between trends,
consumers and your brand to find the sweet spot for your innova6on and
establish the star6ng point for your brand innova6on roadmap.
Above: This shows how you can find your sweet spot by plodng consumer
segments with trends and brands. In this case we have demonstrated how the
Oatly brand is targe6ng the ETHICS driven consumer in its implementa6on of
the SUSTAINABLE NUTRITION STRATEGY.
+ =
SUSTAINABLE ETHICS GAMECHANGER
NUTRITION CONSUMER BRANDCONTENT OF THE FULL REPORT
This trend report will not only show you what is happening in the world of food and
health but also why it is happening by understanding the consumer moCvaCons behind
the trends and finally how you can make trends work for your brand innovaCon.
WHAT IS HAPPENING: 6 GAMECHANGERS - 19 TRENDS
The Global Gamechangers Lead To InnovaCon OpportuniCes
• Introduc6on of the Six Global Gamechangers – the macro trends for the nutri6on industry.
The Global Gamechangers.
Six Mega trends linked to the issues around: Food/People/Resources/
Produc6on/Nutri6on Science/Technology.
Facts and Consumer Insights behind each Global Gamechanger.
• Innova6on Strategy for each Gamechanger.
Old way vs New way: example of how each Innova6on Strategy is implemented with
analysed brand examples.
• Trends linked to each Gamechanger.
Descrip6on of 19 emerging trends in 2019 with commercial poten6al.
• Innova6on opportuni6es from each trend.
Brand examples linked to Innova6on Opportuni6es.
WHY IS IT HAPPENING: THE GAMECHANGER CONSUMERS
The Gamechanger Consumer Whose Trust You Must Win For Your Brand
• NEW! Introduc6on of new research from HMT’s ConsumerLab in coopera6on with Lund
University on the mo6va6on of the early adopter consumer “who will change everything” and
whose trust you must win for your brand.
The 4 profiles of the Early Adopter Consumer.
Self mo6vated / Ethics driven / Science focused / Heritage seeker.
How to bond with them through developing the right brand story.
The Do’s and Don'ts for each early adopter segment.
HOW TO MAKE THE HEALTH TRENDS WORK FOR YOUR BRAND
Find the Sweet Spot for your InnovaCon
How to iden6fy the sweet spot for your innova6on, connect trends with consumers and
your brand for your market.
Extra: Analysis of Gamechanger Brands and how they connect to a specific Innova6on
Strategy and bond with a specific Early Adopter Consumer segment.GET THE FULL REPORT
Pre-order now for the HIE discount!
Don’t miss! HIE discounted price = €295/ $330.
Valid un;l Dec 12th!
Use promo code “HIE2018” on our website.
Price of report: €350/ $395
“GLOBAL STRATEGY & INNOVATION
CONSULTANTS FOR THE NUTRITION
INDUSTRY”
WWW.THEHMT.COMYou can also read
