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COMBINING MEGA-TRENDS

COMBINING MEGA-TRENDS. DATAMONITOR RULE #3: THERE ARE RICH PICKINGS WHEN PRODUCTS SATISFY TWO OR MORE MEGA-TRENDS. HEALTH ALONE IS AN INSUFFICIENT MOTIVATOR. OUTLINE. Distinguishing fads from trends Health trends to watch The role of convenience The role of taste.

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COMBINING MEGA-TRENDS

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  1. COMBINING MEGA-TRENDS DATAMONITOR RULE #3: THERE ARE RICH PICKINGS WHEN PRODUCTS SATISFY TWO OR MORE MEGA-TRENDS HEALTH ALONE IS AN INSUFFICIENT MOTIVATOR

  2. OUTLINE • Distinguishing fads from trends • Health trends to watch • The role of convenience • The role of taste

  3. LONG-TERM HEALTH TRENDS CRITERIA • Overall well-being • Balanced diet • Effectiveness re health • Taste and convenience will not be sacrificed

  4. The Smart Car Four wheel drives Casual dressing Platform Shoes FADS OR TRENDS?

  5. CONSUMER HEALTH CONCERNS • Energy levels • Tiredness and sleep quality • Weight loss • Gut function

  6. WEIGHT LOSS • Interest in weight loss is a long term trend • Method of weight loss subject to fads • Number of followers not relevant • Low-carb may not be effective long-term • Shift from product attributes to benefits

  7. RECENT HEALTH TRENDS • Energy drinks • Energy levels • Gut function • Weight loss • Well-being • Probiotics • Low-carb • Five-a-day

  8. UPCOMING HEALTH TRENDS • Glycemic Index • Energy levels • Gut function • Weight loss • Well-being • Prebiotics • Good vs bad carbs • Omega-3s

  9. COMBINING MEGA-TRENDS • Health and convenience • Health and taste

  10. HEALTH AND CONVENIENCE The demand for Health-On-The-Go

  11. ON-THE-GO EATING OCCASIONS 2003-2008 Source: Datamonitor New Impulse Consumptions Occasions NCI Report

  12. LEVELS OF ACTUAL AND INTENDED HEALTHY ON-THE-GO FOOD AND DRINK CONSUMPTION IN EUROPE AND THE US (% ON-THE-GO OCCASIONS), 2003 Source: Datamonitor Health On-The-Go NCI report

  13. WHY DO HEALTHY EATING ATTEMPTS FAIL? • Availability • Packaging • No spill • No crumbs • Crush-proof packaging • Re-sealable packs

  14. HEALTH ON-THE-GO What ingredients should be the future focus?

  15. ENERGY LEVELS – TODAYEnergy drinks

  16. ENERGY LEVELS – FUTUREGlycemic Index • Drinks • Cereal bars • Dairy

  17. GUT FUNCTION – TODAYProbiotics

  18. GUT FUNCTION – FUTUREPrebiotics • Dairy • Bread • Snacks • Chocolate • Beverages

  19. WEIGHT LOSS – FUTUREGood vs. bad carbs • Reduce refined carbohydrates • Glycemic index • Prebiotics

  20. WELL-BEING – TODAYFive-a-day

  21. WELL-BEING – FUTUREOmega-3s • Bread • Sandwich fillings • Dairy • Beverages

  22. BITE-SIZED EATING • Pizza slices • Cereal “bites” • Bitty-burgers • Sushi bars • Appetiser and salad replace main course • “Shot-glass” sized desserts

  23. BITE-SIZED EATING – FUTURE • Resealable savoury & snack packs • Savoury nutritional bars/bites • “Shots” of healthy AND indulgence foods

  24. CREATING HEALTH-ON-THE-GO SUMMARY • Dairy • Low GI foods • Prebiotics • Omega-3s • Beverages • Sandwich fillings • Bite-sized eating • Savoury bars

  25. HEALTH AND TASTE Can consumers be persuaded to compromise on taste?

  26. EXAMPLES • Skimmed milk • Baked beans and salt • Fish • Soy products

  27. SUMMARY • Key is well-being • Health alone is insufficient motivator • Taste matters • Convenience matters • Potential of bite-sized eating

  28. SOURCES & REFERENCES stephanie.french@harlequinplus.com

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