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TRANSCRIPT
ASIAKKAAMME MAAILMALLA V.2025
Muuttuvat asiakastarpeet ja uudet tuoteratkaisut
Maaliskuu 2017
HOW CAN WE PREPARE FOR THE FUTURE?
WHO ARE WE & WHAT DO WE DO?
WHAT DOES IT ALL MEAN?
WHAT’S GOING TO HAPPEN?
In a world of evolving customer needs, it comes down to three basic questions:
WHAT’S GOING TO HAPPEN?
WE MAKE THE FUTURE
NOW
Shorter term global and
local trends
FUTURE
Long term global
megatrends
WE Consumers Producers
Human beings
WHERE ARE WE HEADED?
• Over 9 billion by 2050
• Ageing populations in developed countries, young populations in developing countries
POPULATION GROWTH &
DEMOGRAPHIC CHANGE
• Most of us living in urban areas
• Emerging middle classes & buying power in developing countries
URBANISATION & RISE OF AFRICA AND
ASIA
• Climate change & other environmental problems
• Resource scarcity, transition from linear to circular
• Minority rights • Global inequality • Neo-nationalism &
protectionism
ENVIRONMENTAL & SOCIAL ISSUES
• Interconnectedness • Blurring the lines
between industries • Changing work • Health technology
TECHNOLOGICAL DEVELOPMENT
INSIGHTS ON MEGATRENDS
PriceWaterhouseCoopers: http://www.pwc.co.uk/issues/megatrends.html
McKinsey:
http://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/the-four-global-forces-breaking-all-the-trends
Ernst & Young:
http://cdn.ey.com/echannel/gl/en/issues/business-environment/2016megatrends/001-056_EY_Megatrends_report.pdf
Frost & Sullivan:
https://www.slideshare.net/FrostandSullivan/top-global-mega-trends-and-implications-to-future-lives
Sitra:
https://www.sitra.fi/en/topics/megatrends/
European Environment Agency: http://www.eea.europa.eu/soer-2015/global/action-download-pdf
WHAT’S HAPPENING NOW?
EXPERIENCES & SENSATIONS • Service components becoming
crucial also for tangible products
• Virtual & augmented reality kicking in
REAL DEAL • Natural, authentic, real • Simple, back to basics • Reduced, curated
FIT & HEALTHY MAINSTREAM • Nutrient-savvy consumers • Average people training hard • Monitoring & measuring, big
data/my data
PERSONALISATION & TAILORING • Fragmentation of the
consumers • Tribalism, localisation • C2C, co-creation, user-
generated content
EVERYWHERE & ALL THE TIME • Becoming increasingly
connected (IoT) • Becoming faster & easier
(mobile) • Becoming increasingly
accessible 24/7 (online)
CAPACITY & SOLUTIONS • Become a problem solver
instead of a problem creator • Circular economy
INSIGHTS ON SHORT-TERM TRENDS
Euromonitor International: http://go.euromonitor.com/white-paper-2017-top-10-global-consumer-
trends-EN.html
Mintel Group: http://www.mintel.com/european-consumer-trends
Innova Market Insights:
http://www.foodingredientsfirst.com/Webinars/Top-Ten-Trends-for-2017.html
TrendWatching:
http://trendwatching.com/trends/5-trends-for-2017/
TrendHunter: http://www.trendhunter.com/trends/2017-trend-report
WHO ARE WE & WHAT DO WE DO?
WHAT ARE WE TRYING TO AVOID?
0% 5% 10% 15% 20% 25% 30% 35%
KOSHER
VEGAN
WHEAT FREE OR GLUTEN FREE
LACTOSE/DAIRY FREE
FLEXITARIAN
VEGETARIAN
HALAL
LOW CARBOHYDRATE
LOW SODIUM
SUGAR CONSCIOUS
LOW FAT Less important in Europe 20% & North America 19%
Less important in Europe 8% & Africa/Middle East 13%
Less important in Europe 11% & North America 15%
More important in Latin America 14% & APAC 10%
More important in Latin America 32%
LOOKING FOR SIMPLICITY?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
THE SHORTER THE INGREDIENT LIST, THE MORE HEALTHFUL THE FOOD OR BEVERAGE
THE ABSENCE OF UNDESIRABLE INGREDIENTS IS MORE IMPORTANT THAN THE INCLUSION OF BENEFICIAL ONES
I FEEL MORE POSITIVELY ABOUT COMPANIES THAT ARE TRANSPARENT ABOUT WHERE AND HOW PRODUCTS
WERE MADE/RAISED/GROWN
I WANT TO KNOW EVERYTHING THAT IS GOING INTO MY FOOD
I AM CONCERNED ABOUT THE LONG-TERM HEALTH IMPACT OF ARTIFICIAL INGREDIENTS
FOODS MADE AT HOME ARE MORE HEALTHFUL THAN INDUSTRIALLY PREPARED FOODS
NORTH AMERICA LATIN AMERICA AFRICA/MIDDLE EAST EUROPE APAC
WHAT DO WE CONSIDER PREMIUM?
0% 10% 20% 30% 40% 50% 60%
IT’S HARD TO FIND/ SCARCE
IT’S ONLY AVAILABLE TO PEOPLE OF A CERTAIN STATUS/EXCLUSIVITY
IT’S HANDCRAFTED OR MADE USING ARTISANAL METHODS
IT’S EXPENSIVE
IT’S FROM A LOCATION KNOWN FOR SUPERIOR QUALITY
IT PROVIDES SUPERIOR CUSTOMER EXPERIENCE
IT OFFERS OR DOES SOMETHING NO OTHER PRODUCT PROVIDES
IT HAS SUPERIOR STYLE OR DESIGN
IT’S FROM A WELL- KNOWN OR TRUSTED BRAND
IT OFFERS SUPERIOR FUNCTION OR PERFORMANCE
IT’S MADE WITH HIGH-QUALITY MATERIALS OR INGREDIENTS
Price only here
WHY BUY PREMIUM?
0% 10% 20% 30% 40% 50% 60%
BUYING PREMIUM PRODUCTS SHOWS OTHER PEOPLE I AM SUCCESSFUL
BUYING PREMIUM PRODUCTS MAKES ME FEEL SUCCESSFUL
BUYING PREMIUM PRODUCTS SHOWS OTHER PEOPLE I HAVE GOOD TASTE
BUYING PREMIUM PRODUCTS MAKE ME FEEL CONFIDENT
BUYING PREMIUM PRODUCTS MAKES ME FEEL GOOD
GLOBAL AVERAGE PERCENTAGE WHO STRONGLY OR SOMEWHAT AGREE WITH STATEMENT
Internal
External
WHAT ARE WE WILLING TO PAY FOR?
0% 10% 20% 30% 40% 50% 60%
ORIGINATES FROM A SPECIFIC COUNTRY
DELIVERS SOCIAL RESPONSIBILITY CLAIMS
OFFERS/DOES SOMETHING NO OTHER PRODUCT ON THE MARKET PROVIDES
CONTAINS ENVIRONMENTALLY FRIENDLY/SUSTAINABLE MATERIALS
PROVIDES SUPERIOR FUNCTION OR PERFORMANCE
CONTAINS ORGANIC/ ALL NATURAL INGREDIENTS
COMES WITH HIGH QUALITY STANDARDS
GLOBAL AVERAGE PERCENTAGE WHO ARE HIGHLY WILLING TO PAY EXTRA FOR ATTRIBUTE
ARE WE COOKING HOME OR EATING OUT?
0% 20% 40% 60% 80% 100% 120%
APAC
EUROPE
AFRICA/MIDDLE EAST
LATIN AMERICA
NORTH AMERICA
FREQUENCY OF DINING AT RESTURANTS OR OTHER OUT-OF-HOME DINING ESTABLISHMENTS
≥ ONCE A DAY 3-6 TIMES/WEEK 1-2 TIMES/WEEK 1-3 TIMES/MONTH < ONCE A MONTH
ARE WE WILLING TO BUY FOOD ONLINE?
0% 20% 40% 60% 80% 100% 120%
GLOBAL
APAC
EUROPE
AFRICA/MIDDLE EAST
LATIN AMERICA
NORTH AMERICA
ATTITUDES ABOUT BUYING FRESH AND HOUSEHOLD GROCERIES ONLINE
I am currently not buying online, but will consider it in the near future
I have bought online in the past, but haven’t recently
I am currently buying online regularly
I prefer to buy at a physical store, and will not consider buying them online
CONSUMER SENTIMENTS
0%
10%
20%
30%
40%
50%
60%
70%
I try to have a positive impact on the environment
I'm worried about climate change
I can make a difference to the world
Buying eco-conscious products makes me feel
good
ARE WE EMPOWERED?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Japan
France
Russia
South Korea
Germany
Mexico
Brazil
Colombia
I CAN MAKE A DIFFERENCE TO THE WORLD
CONSUMER TYPES
0%
5%
10%
15%
20%
25%
30%
CONSPICUOUS CONSUMER
SOCIAL EXPERIMENTER
THOUGHTFUL PLANNER
THRIFTY BARGAIN-HUNTER
NO-FRILLS SAVER
Brand-conscious. Highly influenced
by ads. Tech-savvy.
Very concerned about status .
Will buy on impulse if they find the right product. Look to consumer reviews and peer
recommendations. Enjoy treating
themselves and others .
Open to trying new brands .
Look for great value.
Enjoy shopping and researching
deals. Ignore hype and
status-based claims.
Willing to buy private label.
Think carefully before buying.
Rely on peer recommendations.
Loyal to trusted brands.
Save rather than splurge.
Extremely thrifty. Get in and out of stores as quickly
as possible. Ignore advertising.
Prefer brick-and-mortar.
INSIGHTS ON CONSUMERS
NIELSEN: http://www.nielsen.com/us/en/press-room/2016/when-less-is-more-nearly-2-out-of-3-global-
consumers-say-they-follow-special-diets.html
http://www.nielsen.com/us/en/insights/news/2016/deeper-than-dollars-global-perceptions-about-premium-products.html
http://www.nielsen.com/us/en/insights/news/2015/health-minded-global-consumers-put-their-money-
where-their-mouths-are.html
http://www.nielsen.com/eu/en/insights/reports/2017/whats-in-store-for-online-grocery-shopping.html
EUROMONITOR: http://go.euromonitor.com/2016-shopper-types-free-extract.html
http://blog.euromonitor.com/2016/09/new-lifestyles-system-data-2016-global-consumer-trends-survey-
results.html
http://www.euromonitor.com/global-changemakers-real-market-impact-of-empowered-consumers/report
http://www.euromonitor.com/eco-worriers-global-green-behaviour-and-market-impact/report
WHAT DOES IT ALL MEAN?
WHAT SELLS BY CATEGORY?
Countries included: Australia, Germany, Denmark, Spain, Finland, France, UK, Japan, Poland, Sweden, USA
-1
0
1
2
3
4
5
6
2016 – 2021 CAGR%
WHAT SELLS BY POSITIONING?
Countries included: Australia, Germany, Denmark, Spain, Finland, France, UK, Japan, Poland, Sweden, USA
-4 -2 0 2 4 6 8
Cardiovascular Health
Weight Management
Bone and Joint Health
Immune Support
Oral and Respiratory Health
Vision Health
Urinary Tract Health
Digestive Health
Endurance
General Wellbeing
Brain Health and Memory
Beauty From Within
Energy Boosting
Free From
2016 – 2021 CAGR%
WHAT SELLS BY ETHICAL POSITIONING?
-1.5 -1.0 -0.5 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0
Grass Fed/Pasture Raised Sustainable Palm Oil
Vegetarian/Vegan Clean Label
Marine Sustainability Carbon Footprint
Recycling Label Sustainable Trade and Farming
Charity/Sponsorship Locally Sourced Prominent
Religious Labels Free Range
Bird/Insect Friendly Responsible Forestry
2015 – 2020 CAGR%
Countries included: global
CAN YOU SOLVE THESE PROBLEMS?
SELF-ACTUALISATION RELEVANCE
ACCESSIBILITY SIMPLIFICATION
HOLISTICALLY HEALTHY
Photo: www.biohackingbook.com Photo: www.hintsa.com
PERSONALISED
EASY SUSTAINABILITY
INSIGHTS ON PRODUCTS & MARKETS
Euromonitor International Passport: http://go.euromonitor.com/passport.html
Mintel GNPD:
http://www.mintel.com/global-new-products-database
Innova Market Insights:
http://www.innovadatabase.com
As CMO of the Future, we empower Leaders to make change happen. Better business for People Planet and Profit.
Through excellent Design, Strategy and Conversations, we help Leaders act on their values and
purpose. Together we craft innovative business strategies that enable profitable growth with sustainability at the core.
We create impact that matters.
HEALTH. HAPPINESS. RESPONSIBILITY. EMPATHY. CREATIVITY. EFFECTIVENESS.
[email protected] | www.invenire.fi | DK +45 2938 6104 | FI +358 44 5820 088
© Copyright INVENIRE MARKET INTELLIGENCE LTD 2016