© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

EUROPE 16CONSUMER TRENDS 2016

Richard Cope | Senior Trends

Consultant

rcope@mintel.com @Richard_Mintel

MINTEL’S 2016

PREDICTIONS

WHAT’S HAPPENING

IN 2016?

WHY CONSUMERS WILL BUYINTO THIS

WHATDOES ITMEAN?

MINTEL’S 2016

PREDICTIONS

LESSONS FROM EXPOMILANO 2015

WHERE

NEXT?

MINTEL’S 2016

PREDICTIONS

Shortages will make clean

water and waterless alternatives

increasingly precious – andpolitically-charged- commodities.

1: ON THE WATERFRONT

MINTEL’S 2016

PREDICTIONS

WHAT’S HAPPENING

IN 2016?

WE’RERUNNINGOUT OF WATER!2016 will be an official year for water shortages, with drought impacting on crop yields and food prices across the globe.

DRY CALIFORNIA

98%of California is in drought – worst

for 1,200 years – compelling it to

reduce water usage by 20% in

2020.

SOURCE: DROUGHT MONITOR

BALL PIT

Sylmar Reservoir,

California: 96 million ‘shade

balls’ have been added to

cool water and prevent

evaporation and deter algal

growth.

BRAZIL

Worst drought in 80 years with

rationing in São Paulo.

CRYING IN THE GRAIN

25-30%Decrease in Alberta’s grain

production in 2015, according to

agriculture officials.

IRELAND

Decrease in Alberta’s grain

production in 2015, according to

agriculture officials.

Water Services Act 2014: Irish

consumers are now being issued a

tax for water usage.

THAI DRY

960,000Hectares of land reserved for

paddy fields has been left dry

and barren because of drought.

PRECARIOUS HARVEST

50%of tree nuts are grown in areas

of extreme water stress.

43%of Wheat

35%of Corn

33%of Oranges

SOURCE: WORLD RESOURCE INSTITUTE’S AQUEDUCT

2050

+60%Growth in crop production

requiredto feed 35% population

increase

70%Of global freshwater

withdrawals currently go to

agriculture

SOURCE: UN

2050

+55%increase in global water

demand

SOURCE: UN

WHY CONSUMERS WILL BUYINTO THIS

HOME ECONOMICS

33%of UK consumers said they’d

pay more for fittings that save

on water or energy bills.

SOURCE: MINTEL BATHROOMS AND BATHROOM ACCERSSORIES UK AUGUST 2014; GREEN AND LEAN

CLEAN IT UP

48%of UK consumers worry about

the impact of using too many

chemical-based cleaning

products on the environment.

SOURCE: MINTEL ATTITUDES TOWARDS GERMS UK2014

9%of Irish consumers claim

environmental friendliness of

cleaning products is the most

important factor when

purchasing cleaning supplies.

BOTTLING IT UP

52%of Italian consumers are

concerned about the

environmental impact of

drinking bottled water.

49%of French consumers agree.

SOURCE: MINTEL CONSUMER DATACHARTS

CONCENTRATE IT

81%of Spanish consumers

are interested in an ultra-concentrated washing up liquid

that limits the amount of water

dispensed to avoid waste.

80%of Italian consumers agree.

UK: Method Cucumber Scent Ultra

Concentrated Washing Up Liquid.

Record ID 2145326

SOURCE: MINTEL CONSUMER DATA CHARTS; MINTELGNPD

CONCENTRATE IT

33%of Italian consumers are

interested in double-

concentrated bath or shower

products.

28%of UK consumers agree.

SOURCE: MINTEL CONSUMER DATACHARTS

CONCENTRATE IT

28%of French 16-24s would be interested in dry use

soap, bath and shower products.

24%of UK 16-24s agree.

SOURCE: MINTEL CONSUMER DATACHARTS

WHATDOES ITMEAN?

MINTEL’S 2016

PREDICTIONS

WATERLESS BEAUTY

UK:

Waterless Filthy Festival

Wash Kit

Record ID 3233403

France:

Kardashian Beauty Take 2

Shampooing Sec

(Dry Shampoo)

Record ID 3195907

UK:

Embryolisse Micellar Lotion cleansing product that requires no rinsing.

Record ID 3455149

SOURCE: MINTEL GNPD

SOUTH KOREA: WHAMISA

OFFERS A RANGE OF ‘WATER’-

FREE PRODUCTS USING

BOTANICAL EXTRACTS

INSTEAD OF TRADITIONAL

PURIFIED WATER.

PRECIOUS PROVENANCE

SOURCE: STORY; HUNGRY PLANET

FIGURE: PRODUCT LAUNCHES SPECIFYING USE OF WATER FROM A SOURCE

PRECIOUS PROVENANCE

SOURCE: MINTEL GNPD

0%

5%

10%

15%

20%

25%

2010 2011 2012 2013 2014

Global BPC launches, 2010-14

glacier waterglacial water

thermal spring waterocean water

oceanic waterlagoon water

deep sea waterhot spring water

spa waterplant waterfruit water

ADIDAS’S DRYDYE PROCESS

USES NO WATER, 50% FEWER

CHEMICALS AND 50% LESS

ENERGY THAN TRADITIONAL

FABRIC DYEING. USUALLY 25

LITRES OF WATER ARE USED

TO DYE A T-SHIRT.

WATERLESS FASHION

SOURCE: STORY; HUNGRY PLANET

WYPE IS AN ON-

DEMAND CAR WASH

SERVICE THAT USES

A WATERLESS WASH

SOLUTION THAT

TYPICALLY SAVES 38

GALLONS OF

WATER.

WATERLESS CAR WASH

FOOD THREATS

80%of World’s almonds are

produced in California.

35%of World’s coffee beans

originate in Brazil.

SOURCE: CALIFORNIA DEPARTMENT OF AGRICULTURE; INTERNATIONAL COFFEEORGANIZATION

EXPO MILANO 2015:

Israel’s ‘vertical farms’ use

70% less water and generate

30 times more produce than

conventional farms.

NEW FARMING

FOOD ALTERNATIVES

US:

Open Nature’s Prickly

Pear Sorbet

Record ID 3197505

US:

Spoetzl Brewery Shiner Prickly

Pear Summer Seasonal Beer

Record ID 3109825

Mexico:

Ochoa Baked Prickly Pear

Tostadas

Record ID 2886123

SOURCE: MINTEL GNPD

SEA BEER

Spain: Er Boqueron is a new artisinal beer made with seawater that adheres to Germany’s

1560 purity regulation.

SOURCE: MINTEL GNPD RECORD ID 2354364; STORY; THE REAL THING

JUNE 2015, USA: Anheuser-Busch stops beer production to provide canned water for Texas

and Oklahoma storm victims.

CANNED WATER

SOURCE: STORY; GREEN AND LEAN

SINGAPORE: NEWater is

made from recycled water

from the city state’s drains and

sewers.

RECYCLEDWATER

SOURCE: STORY; GREEN AND LEAN

USA: THE GATES FOUNDATION has funded a giant processing facility that turns human waste into

clean drinking water.

EXTRACTING CLEAN WATER

SOURCE: STORY; VIDEO; HUNGRY PLANET

EXPO MILANO: IKEA’s concept kitchen uses induction cooled shelving, cameras to make

recipe suggestions and a sink that recycles water for dishwashing.

NEW KITCHENS

SOURCE: STORY; HUNGRY PLANET

CHILE: MIT is testing out new ‘fog harvesting’ methods in the desert. MIT’s new mesh can suck 10%

of the water out of coastal fog in windy areas.

FOG HARVESTING

SOURCE: MINTEL: HUNGRY PLANET

WHERE

NEXT?

MINTEL’S 2016

PREDICTIONS

High-end bottled water from

Scotland sourced from fog

harvesting technology, with

percentage of profits going to

charity WaterAid.

SCOTCH MIST

Smart water meters that create and share peer leader boards on water savings, earning users ‘water

credits’ that translate into water for poorer - or drier - countries.

H2KNOW

Beacons can flourish in retail and

leisure by making consumers feel

in-the-know and ahead of the

game.

2: ARCHBEACONS

MINTEL’S 2016

PREDICTIONS

WHAT’S HAPPENING

IN 2016?

STORES ARE INVESTING

50%of UK retailers are investing

in in-store location-based

technologies

30%Are planning to use (IoT) for

location-based consumer

engagement

SOURCE: IDC;ADOBE

STORES ARE INVESTING

15%of Irish consumers are

interested in innovative

technology (ie in-store

tablets) when shopping.

SOURCE: IDC;ADOBE

Google’s cross-platform

beacon format Eddystone

(Android and iOS) expands on

Apple’s iBeacon (iOS, around

since 2013) to open up the

technology to more consumers

MORE BEACON CHOICE

A PROMISING START

17%of UK retailers have

implemented beacon systems

instore.

24%of those have seen increased

sales as a result.

SOURCE: RETAIL SYSTEMS RESEARCH; RETAILTOUCHPOINTS

WHY CONSUMERS WILL BUYINTO THIS

OPENING UP

23%of UK consumers agree with the

statement ‘I would be willing to give

brands that I like access to my ‘real-

time’ location to receive more relevant

offers’, rising to 33% of 16-34s.offers

SOURCE: MINTEL DIGITAL TRENDS UK SEPTEMBER 2014

26%of RoI and 19% of NI consumers enjoy

outdoor advertising that you can

interact with using a smartphone/tablet

(eg QR codes)

SEEKING SERENDIPITY

62%of US teens said that their

favorite brand makes them feel

“in-the-know”

SOURCE: MINTEL MARKETING TO TEENS US MAY2015

41%of RoI and 34% of NI

consumers stated that

personalised advertising

through the post is more likely

to catch their attention than

standard mail advertising

READY TO PLAY

SOURCE: MINTEL

52%of NI and 30% of RoI

consumers play games

online, with an additional

fifth of Irish consumers

playing computer games

off-line only.

WHATDOES ITMEAN?

MINTEL’S 2016

PREDICTIONS

AMSTERDAM: Consumers will soon be able to walk down a hyper-connected beacon mile thanks

to jcdecaux.

BEACON MILE

SOURCE: STORY; ACCESS ALL AREAS

TURIN, ITALY: Zoom zoo has a beacon-enabled smartphone app to make visits more interesting

BEACONS AT ZOOM ZOO

SOURCE: STORY; ACCESS ALL AREAS

THE NETHERLANDS: TILBURG FAIR and app 100% local are using beacon technology for rides

and offers.

ALL THE FUN OF THE FAIR

SOURCE: STORY; ACCESS ALL AREAS

SOUTH KOREA: SYRUP is a beacon-powered app that offers pre-ordering from partner franchises

within a 500-metre radius.

PRE-MEDITATED ORDER

SOURCE: STORY; ACCESS ALL AREAS

LONDON: EXTERION MEDIA is fitting 500 of the city’s buses with beacon technology. A trial in

norwich showed that 30% of commuters clicked through on alert notifications.

BUS BEACONS

SOURCE: STORY; ACCESS ALL AREAS

Shop now with ELLE

on SHOPADVISOR and

RETAILMENOT’s apps gives

users push notifications if they’re

nearby a store stocking products

curated or favourited by ELLE’s

editors.

BEACON STYLE LEADERSHIP

SOURCE: STORY; ACCESS ALL AREAS

UK: Supermarket Sainsbury’s is testing a new app that will allow people to self-scan items,

access a store map, and make shopping lists at home that can alert them when they pass those

items in-store.

SMARTSHOP AT SAINSBURY’S

SOURCE: STORY; ACCESS ALL AREAS

FUTURE FOOD DISTRICT, EXPO MILANO 2015: COOP presents a ‘supermarket of the future’…

NEW RETAIL

…Using interactive technology to tell consumers about product provenance…

NEW RETAIL

…As well as complementary products and ingredients for recipes.

NEW RETAIL

WHERE

NEXT?

MINTEL’S 2016

PREDICTIONS

A loyalty app for smaller

businesses that asks people

if they want to be a Lootr

(be alerted to offers and

discounts) or a Loungr (be

alerted to special services).

LOOTR LOUNGR

A loyalty app for smaller

businesses that asks people

if they want to be a Lootr (bealerted to offers and discounts)

or a Loungr (be alerted to

special services).

LOOTR LOUNGR

A beacon wristband that enables

you to let your kids run free, but

to track them within designated

geo-location boundaries. This

would work perfectly in a city

farm, festival or leisure centre

environment.

KIDWATCH - “Free Your child, Free Your Mind”

Fears that the Transatlantic

Trade and Investment

Partnership (TTIP) may weaken

EU regulations on sourcing,

ingredients and ethics in favour

of US multinationals will cause

consumers and craft brands to

react with real, reassuring, purer

and more natural products.

3: POND FILTER

MINTEL’S 2016

PREDICTIONS

WHAT’S HAPPENING

IN 2016?

WHAT IS TTIP?

European Commission: TTIP will

• open up the US to EU firms

• help cut red tape that firms

face when exporting

• set new rules to make it easier

and fairer to export, import

and invest overseas.”

70%Of all processed foods sold in

US supermarkets now containinggenetically modified ingredients. By

contrast, the EU allows virtually no

GM foods. The US also has far laxer

restrictions on the use of pesticides

and growth hormones.

SOURCE: THE ECONOMIST

WHAT’S HAPPENING IN 2016?

1,200 vs 12Substances banned for

use in EU cosmetics vs US.

EU’s REACH

regulations are far

tougher on

potentially toxic substances.

SOURCE: THE ECONOMIST

WHAT’S HAPPENING IN 2016?

WHY CONSUMERS WILL BUYINTO THIS

ACTIVE OPPOSITION

3.28 mnEuropeans have signed a

European Citizens’ Initiative

(ECI) called “Stop TTIP”

SOURCE: ECI

CONSUMER TRUST IN FOOD

SOURCE: MINTEL CONSUMER DATA CHARTS

CONSUMER TRUST IN FOOD

SOURCE: MINTEL CONSUMER DATA CHARTS

ORGANIC GROWTH

19%of French consumers say they

are buying more organic food

and drink.

SOURCE: MINTEL CONSUMER DATA CHARTS 2014

20%of Italians

20%of Germans

11%of Irish consumers say

organic claims are the most

important factor when buying

fruit and vegetables

GOING ARTISAN

26%Of Italian consumers are buying more

food and drink products made with

extra care and attention (ie small batch,

hand-made and artisan).

SOURCE: MINTEL CONSUMER DATA CHARTS 2015

17%of French consumers

16%of German Consumers

GOING ARTISAN

79%Of NI and 74% of RoI consumers

stated that food bought from food

specialists/artisans tastes better

than supermarket products

SOURCE: MINTEL CONSUMER DATA CHARTS 2015

65%Of NI and 61% of RoI stated there

are not enough food specialists or

artisan stores in my local area

NATURAL ENERGY

73%of UK consumers note that

they would like a sports or

energy drink with all-natural

ingredients.

SOURCE: MINTEL SPORTS AND ENERGY DRINKS UK JULY2014

36%of RoI and 32% of NI

consumers stated they would

be interested in soft drinks

that contain more natural

ingredients (eg honey)

CHEMICAL REACTION

SOURCE: MINTEL THE GREEN HOUSEHOLD CONSUMER UK AUGUST2015

44%Of UK consumers say that they worry

about the impact on their health of

using too many chemical-based

cleaning products.

48%Worry about the impact of such

products on the environment.

WHATDOES ITMEAN?

MINTEL’S 2016

PREDICTIONS

CLEANER BURRITO

SOURCE: STORY; FACTORY FEAR

USA: Chipotle has announced it is now GMO-free.

NATURAL VALUE

SOURCE: MINTEL; GREEN AND LEAN

Walmart’s great value naturals line are 100% chemical and toxin free, biodegradable, non-

allergenic and packed in recyclable materials.

ORGANIC AND AFFORDABLE

SOURCE: STORY

THE NETHERLANDS: Organic grocer Marqt is aiming low with its pricing.

EAT 17

LONDON: Spar’s EAT 17 family-run

franchises stock 400 locally-sourced

products, have burger and florist

concessions and make their own

jam on site.

SOURCE: MINTEL LOCAVORE

CRAFT EXPANSION

SOURCE: MINTEL GNPD RECORD IDS 3421455 AND 1795961

2016: More craft products in soft drinks, sauces and coffee.

THE OFFICIAL LINK

SOURCE: STORY; FACTORY FEAR;

The WHO has announced its most recent finding – the consumption of processed meats is

linked to cancer.

NEW PROTEINS

Natural, alternative proteins from cheese, algae and beans will be championed with 2016

being the international year of pulses.

NEW PROTEINS

EXPO MILANO 2015: Indonesia is the world’s biggest producer of seaweed, generating 5.9 million

tons (75% of the market) in 2012, presenting a protein alternative to fish.

NEW PROTEIN SNACKS

UK: SELWYN’S SEAWEED takes inspiration

from asia for a roasted seaweed snack, made on

the welsh gower peninsula

SOURCE: MINTEL GNPD RECORD ID 3473219

USA: Oral health product pearly

wipes removes coffee and tea

stains and freshens breath,

when a toothbrush and tap isn’t

available.

WATERLESS CLEAN-UP

SOURCE: MINTEL GNPD RECORD ID 2476737

NEW PROTEINS

FUTURE FOOD DISTRICT, EXPO MILANO

2015: Every day, this ‘Urban Algae Folly’

produces enough oxygen for three people and

100g of spirulina - 12 times the recommended

daily protein intake.

MONK TIME

Alternative sweeteners like monk fruit have

potential to flourish in 2016.

VEGETABLE FLOURS AND PASTA

2016: Grain-free coconut and

cauliflower flours and courgette

pastas to mainstream.

WHERE

NEXT?

MINTEL’S 2016

PREDICTIONS

Range of Household, Beauty

and Condiment Goods that

clean, cleanse and cook.Vinegars, oils, creams

and yoghurts that can do

anything, taking inspirationfrom ‘Old Wives Tales’

products. They can wash,

nourish, flavour

and moisturise.

WHITE RABBIT “EAT ME, DRINK ME, CLEAN ME”

Pressure processing used

in juices is applied to baby

food and other products

as an alternative means of

preserving nutrients and

flavours to avoid artificialingredients. These products

are marketed as having a

very short shelf life, which

means local distribution

and more room in our small

space-pressed homes.

FRESH PRESS

Space and time are at a

premium, becoming new

currencies in their own right and

creating new market places, as

we wait less, own less and rent

and share more.

4:TIMESPACE CONTINUUM

MINTEL’S 2016

PREDICTIONS

WHAT’S HAPPENING

IN 2016?

WHAT’S HAPPENING IN 2016?

• Millennials renting creates culture of

transience and ‘non ownership’

• Urbanisation and 3G households

putting pressure on space and

resources

• airb&b and Uber expanding in to

new sectors.

• New economies around areas like

‘parking spaces for hire’

• Beacon technology and same day

deliveries raise expectations.

70%Of world’s population – 6.4 billion -

living in cities.

Urban residents are growing by 60

million a year.

2050

MORE RENTING = TRANSIENCE

64.6%UK owner-occupation

levels in 2013, from high

of 73.3% in 2007.

SOURCE: EUROSTAT

70%The European

average in 2013.

RENTING = TRANSIENCE

SOURCE: MINTEL MORTGAGE ADVICE UK APRIL 2015

46 %Of UK 35-44s agree with

the statement “I don’t think

I’ll ever be able to afford to

buy my own home”.

CROWDED HOUSE

37%Of UK 16-34 year

olds live at home with

parents, guardians or

other relatives.

SOURCE: MINTEL CLEANING HABITS OF YOUNG ADULTS UK OCTOBER 2014; MINIMIZE ME

2016: THE “UBER ELECTION”

US Presidential hopefuls debate

taxation and employee status with

regard to Uber and airb&b.

Uber - having already invested $1 billion in China in 2015 – set to so spend the

same in India (Tata has contributed $100m) to challenge competitor Ola.

2016: SHARING ECONOMY EXPANSION

2016: SHARING ECONOMY EXPANSION

airb&b expanding in to storage, mindful of the start-ups like Roost.

WHY CONSUMERS WILL BUYINTO THIS

SHARING ECONOMY

57%Of UK consumers

say they always orsometimes borrow things

instead of buying them.

34%Attend ‘Big Swap’ or

‘swishing’ events to swap

items they no longer

need with others.

SOURCE: MINTEL THE GREEN CONSUMER UK MARCH 2014

HOME COMFORTS

24%Of US Millennials have

stayed overnight in a

home share/home rental

(eg airb&b) or home

swap instead of a hotel.

SOURCE: MINTEL HOTELS US OCTOBER 2014; WHY BUY

SPACE RACE

27%Of UK consumers

would be prepared

to pay more for

plenty of built-in

bathroom storage

that maximises

use of space.

SOURCE: MINTEL BATHROOMS AND BATHROOM ACCESSORIES UK AUGUST 2014; MINIMIZE ME

SOURCE: MINTEL SHOPPING TRENDS BRAZIL NOVEMBER 2014; FSTR HYPR

SHOPPING TIME

28%Of NI and 19% of RoI

consumers note that they are

willing to pay more for delivery

to get products faster.

SOURCE: MINTEL CONSUMER DATACHARTS

SHOPPING TIME

30%Of German online shoppers

would like more specific delivery

timeslots.

GERMANY: LIEFERY WANTS TO MAKE

SAME-DAY DELIVERY AREALITY.

WHATDOES ITMEAN?

MINTEL’S 2016

PREDICTIONS

SPEEDY AUSTRIAN SHOPPING

Austria: Zuper is an app that

offers consumers supermarket

products delivered to their door

within two hours.

SOURCE: STORY; FSTR HYPR

IN AN HOUR ITALIA

SOURCE: STORY; FSTR HYPR

Italy: Amazon has launched its

one-hour delivery option.

CAR BOOT DELIVERY

Austria: The Austrian National Post has developed hardware and a smartphone

app that allows consumers to get packages delivered to their car boot.

SOURCE: STORY; STRAIGHT TO YOU; LIFE HACKING

DR. NOW

London, UK: Dr Now’s

Health App Provides Users

With A Consultation Via Video

Within An Hour And The

Delivery Of Medication Within

Four Hours.

SOURCE: STORY; FSTR HYPR

UberHEALTH

South Africa: Uber partners with discovery health to offer on-demand

flu vaccinations in Johannesburg.

SOURCE: STORY; STRAIGHT TO YOU

FEELING FRESH AT HOME

GERMANY: IFEELFRESH IS A PLATFORM FOR ON-DEMAND SPA SERVICES WHICH CAN BE

ADMINISTERED IN THE CUSTOMER’S HOME OR OFFICE.

SOURCE: STORY; STRAIGHT TO YOU

ALL YOU CAN FLY

Belgium: Start-up Take Air is Europe’s

first all-you-can fly airline, with

memberships starting at €1,650 a

month.

SOURCE: STORY; WHY BUY

MUSIC JUNKIES

USA: Jukely, a monthly concert subscription service, allows members to go

to an infinte number of concerts in their city.

SOURCE: STORY; WHY BUY

PASTA PASS

US: Olive Garden has begun selling $100 pasta passes that give

consumers unlimited pasta for seven weeks.

SOURCE: STORY; UNLIMITED

BEST BEFORE BEER

UK: Brewdog is offering

a new IPA beer called

Born to Die with a shelf

life of just 45 days.

SOURCE: STORY; FSTR HYPR

BEST BEFORE BEAUTY

Denmark: Nuori is taking a unique approach to freshness, stamping its products

with start-using and expiry dates and making new batches every 12 weeks.

SOURCE: STORY; PROVE IT

STORAGE TO YOUR FRONT DOOR

HONG KONG: STUFFGENIE

offers on-demand storage pick-up

and delivery.

SOURCE: STORY; MINIMIZE ME

LEANING ON LENA

NETHERLANDS: Lena is a clothing rental service that hopes to encourage

people to consume responsibly.

SOURCE: STORY; HUNGRY PLANET; WHY BUY

RENT OR BORROW ANYTHING

SPAIN: RELENDO is a rental platform where consumers can hire almost anything.

SOURCE: STORY; WHY BUY

SHARE YOUR TOOLS

FRANCE: MR BRICOLAGE has launched la dépanne – a sharing platform for tools.

SOURCE: STORY; WHY BUY

SELL YOUR PARKING SPACE

SPAIN: LETMESPACE is a marketplace to rent out anything from parking spaces to unused

storage.

SOURCE: STORY; LIFE HACKING; WHY BUY

SELL YOUR PARKING SPACE

FRANCE: PARKEGO Wants to

make it possible for people to

profit from their unused parking

spaces.

SOURCE: STORY; WHY BUY

DRIVY YOUR CAR

DRIVY IS A EUROPEAN PLATFORM THAT LETS CAR OWNERS RENT OUT THEIR VEHICLES.

SOURCE:STORY; CASHING IN

HOME OFFICES BY THE HOUR

UK: VRUMI lets people rent unused rooms in their houses for the day.

SOURCE: STORY; MINIMIZE ME

SPACE SAVERS

Britvic,

Robinsons Squash’d, UK,

66ml pack makes 20 drinks

Method 8x Concentrated

Laundry Detergent, USA

Kimberly-Clark, Scottex

Space-Saving Toilet Paper

Rolls, Italy, 20% less space

and 13% less packaging

SOURCE: MINTEL GNPD

FLEXIBLE HOMES

Kivo’s flexible furniture for the workplace uses a lightweight steel skeleton and

magnetic tiles for rapid room reconfiguartion and could translate to homes.

SOURCE: KIVO

A MOVABLE WALL

IKEA is testing

movable walls in a

malmo apartment

it recently

refurbished.

SOURCE: STORY; MINIMIZE ME

DINNER FOR JUST TWO

MILAN, ITALY: SOLO PER DUE is the world’s smallest restaurant, seating just two people.

SOURCE: STORY; EXPERIENCE IS ALL; MINIMIZE ME

WHERE

NEXT?

MINTEL’S 2016

PREDICTIONS

TRAVELTRUNK

“The holiday essentials you can

live without”

A travel wardrobe that waits for

you in your destination, with

everything from wetsuits and

walking boots to occasional

evening wear. If you fall in love

with a particular item, you can

buy it.

SUNDAY DRIVER

“Slow Down, Get Noticed”

A classic car hire company

specialising in ‘pleasure models’

for slower, weekend driving and

cruising - where being seen is

more important than rushing.Location-based delivery and

collection once members have

signed up their credentials. The

high-end ‘Uber to keep’ – for an

afternoon, at least.

Virtual and Augmented Reality

technologies enter our homes

and businesses to entertain, trial

and train.

5: MY MIND’SEYE

MINTEL’S 2016

PREDICTIONS

WHAT’S HAPPENING

IN 2016?

OCULUS RIFT

Q1 2016: Goes on sale for $599 to work with games running on Windows 10. PC and

headset packages will be $1,500. Estimates predict there will be more than 12m headset

sales by the end of 2016, $700m on hardware & $300 on software.

VALVE HTC VIVE

2015/16: Mobile, ‘walk around’ game-play, with ‘chaperone’ sensors and hand held controllers

to pick up gaming tools.

PLAYSTATION VR

2016: Sony‘s Virtual Reality gaming console, formerly known as Project Morpheus.

MICROSOFT HOLOLENS

Q1 2016: All in one PC in glasses which integrates holographic images in to the ‘real

world’, allowing for projected TV, gameplay, modelling and ‘how to’ tutorials.

MAGIC LEAP

2016: AR Goggles that overlay information and game characters over what

we naturally see, integrated with Windows 10.

GOOGLE CARDBOARD

Google’s affordable cardboard viewers with lenses fold around smartphones so

people can enjoy VR experiences across a host of apps designed to work as VR.

MERGE VR

October 30th 2015: Merge’s more durable take on cardboard goes on sale at £49.99.

WHY CONSUMERS WILL BUYINTO THIS

VIRTUAL INTEREST

SOURCE: MINTEL AUGUST2015

50%Of UK consumers are

aware of virtual reality

headsets.

31%Are interested in using

them (rising to 53% of

16-24s).

VIRTUAL PLAY

SOURCE: MINTEL AUGUST2015

64%Of UK consumers are

interested in using VR

headsets would like to

use them for gaming.

VIRTUAL TOUR

SOURCE: MINTEL AUGUST2015

50%Of UK consumers

interested in virtual

cultural experiences (eg

museum or gallery).

VIRTUAL TRAVEL

47%Of UK consumers

interested in using VR

for virtual tours of hotels

or resorts.

SOURCE: MINTEL AUGUST2015

35%interested in virtual

property experiences

(eg virtual tours of

property to rent or buy).

VIRTUAL REAL ESTATE

34%Of UK consumers would

like to use headsets for

performing Interactive

tasks or activities(eg DIY or make up

tutorials).

SOURCE: MINTEL AUGUST2015

WHATDOES ITMEAN?

MINTEL’S 2016

PREDICTIONS

VIRTUAL CONCERT

Jaunt VR is a toolset used by film makers to create immersive concert films like Cardboard’s Paul

McCartney. Universal Music Group is creating VR music experiences.

BASKETBALL STREAMED VIRTUALLY

US: NBA fans who have a gear VR were able to watch Golden State’s season opener

in virtual reality.

SOURCE: STORY; FAUXTHENTICITY

VIRTUAL FILMS

Content studios like Hammerhead are creating immersive 360o movies for headset viewers.

VIRTUAL FILMS

CES 2016: 20th Century Fox’s 20-minute ‘Martian VR Experience’ saw delegates face

challenges like those faced by the movie’s hero. Lionsgate is now looking to create games

alongside movies.

IN-FLIGHT MOVIE

Qantas is exploring the

possibilities for VR entertainment

with samsung gear.

VRIPs

Marriott is offering “VRoom

Service”, allowing guests to order

inspiring virtual experiences direct

to their rooms.

VIRTUAL SURFING

Biarritz, France:

Cité de l’Océan offers a

virtual surfing experience

using Oculus Rift in

collaboration with

YouRiding.

VIRTUAL REALITY ROLLERCOASTER

UK: THEME PARK ALTON TOWERS IS LAUNCHING ‘GALACTICA’, A VIRTUAL REALITY

ROLLERCOASTER, WHERE HEADSETS ENHANCE AN EXPERIENCE FEATURING

3.5Gs, DROPS OF 66FT AND SPEEDS OF 47MPH.

IMMERSIVE EMPATHY

The Vrse.works documentary Waves of Grace was made in conjunction with the UN and

immerses viewers in the world of the 2014 ebola outbreak in Monrovia, Liberia.

VIRTUAL LESSONS

London’s Natural History Museum lets people explore prehistoric oceans with Samsung Gear

VR and David Attenborough in First Life.

NEW WAYS TO LEARN

INDONESIA: OCTAGON 4D FLASHCARDS Use an ar app to bring learning to life for children.

NEW WAYS TO LEARN

BMW Mini’s “Mini Augmented Vision” project teaches people better and safer driving.

NEW WAYS TO BROWSE

US: Lexus has partnered with Hammerhead and Rewind to create virtual reality headset

test drives.

NEW WAYS TO BROWSE

Thomas Cook uses VR to let customers experience a 360-degree tour of its Sentido resorts.

NEW WAYS TO ADVERTISE

Hammerhead created a 360o refrigerator rollercoaster campaign

for Boursin’s Sensorium roadshow.

SOURCE: HAMMERHEAD; VIDEO

VIRTUAL INSTORE THEATRE

USA: North Face collaborated with Jaunt and Google Cardboard to give shoppers an

immersive tour of California’s Yosemite National Park and the Moab desert in Utah.

VIRTUAL CYCLING

Canada: VeloReality allows cyclists to ride their bikes indoors through VR outdoor courses,

where they experience resistance and measure power.

SOURCE: FAUXTHENTICITY

VIRTUAL MARATHON

CZECH REPUBLIC: SInce

over 10,000 people want to

run the prague international

marathon, which is the

maximum capacity, people will

be able to join the run virtually.

SOURCE: STORY; FAUXTHENTICITY

VIRTUAL HOUSE HUNT

UK: Rewind and estate agents Savills are collaborating to help

customers peruse potential properties.

VIRTUAL INTERIOR DESIGN

UK: JOHN LEWIS has

created an augmented

reality showroom.

SOURCE: STORY; EXPERIENCE IS ALL; ACCESS ALL AREAS

AUGMENTED BEAUTY

CES 2016: ModiFace Mirror HD

lets users virtually try on different

beauty treatments.

VIRTUAL GREEN

The Nescafé 360o app uses Google Cardboard to showcase how ‘Nescafé Plan’ is helping its

supplier farmers increase their quality, yields and income.

VIRTUAL VISUAL THERAPY

USA: The Institute of Creative Technologies (ICT) builds VR game scenarios of US Iraq

war veterans’ experiences to help them remember and recover.

VIRTUAL VISUAL THERAPY

USA: Virtually Better uses similar virtual experiences to help

people confront phobias around flying or storms.

SOURCE: FAUXTHENTICITY

VIRTUAL MORPHINE

Galveston, Texas: At Shriner’s Hospital, burns victims play Hoffman’s

Snow World VR game to distract them from the pain of treatment.

WHERE

NEXT?

MINTEL’S 2016

PREDICTIONS

MALL-E

“The Biggest Shop You’ve Never Seen”

A virtual shopping showcased at pop-up

physical store, where you check-in with

friends at the Netflix Cinema, Tinder Bar

or Linked In job centre, gaining discounts

for meeting and shopping together.Grocers offer recipe tutorials, salons offer

beauty tutorials, rewarded with real world

appointments in physical stores, creating

a connection.

AR-CADE

A 21st century video high-street

arcade, where customers pay to

play VR and AR headset games.

Perfect for product launches.

RICHARD COPE,

SENIOR TRENDS

CONSULTANTrcope@mintel.com

@Richard_Mintel

www.mintel.com/rcope

THANK YOU!