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Objectives of the Consumer Lifestyle TrendsProgramme
A framework for makingsense of change in thesevolatile and fast-changing times.
An approach that bringsconsumers to the heart of thebusiness decision making.
A driver of more future-focused marketing.
A systematic approach toidentifying new opportunitiesand threats.
A source of inspiration and aspur for innovation.
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The Consumer Lifestyle Trends
“I am looking for productsand brands that are real,
authentic and honest,because I know I can trust
what's in them and wherethey come from”
“I like to pursue bettervalue, to help maintain my
lifestyle and to get themost from the money I
have”
“I want a balancedapproach to health and
wellness, to have greatercontrol through the choices
I can make”
“I am mindful that I needto live more responsibly; I
want to make betterchoices that make a
difference without havingto compromise”
“I want to get moreenjoyment from the simple
things in life; to haveexperiences that add more
fun and meaning”
“I want to manage mybusy life and make surethat I am at my best for
whatever the day presents”
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Introducing thetrends
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“I want to stay in control of my busy life and make sure that Iam at my best for whatever the day presents”
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HOW IS THE SUB-TREND EVOLVING?Simple by design
Solutions that reducecomplexity and save time
FROM
TOWARD
Pre-steamedvegetables, Brazil
Innovativecookware, Spain
Marinated meatportions, Australia
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Sub trends: Accessible luxury
•Luxury items at more everyday prices.
Posh potatoes, Spain
Patatas Bilbas is a make of potatoes soldthroughout Spain and Portugal. Thepotatoes are cleaned and boxed for the truepotato connoisseur.
Products created by top chefs in thesupermarket, UK
A few famous chefs such as PaulRankin (from Ready Steady Cook) havecreated ranges to be sold insupermarkets, based on their ownrecipes. They are affordable for theaverage shopper but still feel a little bitspecial due to their appealingpackaging and the fact that theproducts are created and endorsed bythe chefs themselves.
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HOW IS THE SUB-TREND EVOLVING?Guided choice
Ways to make good choicesmore quickly and easily
FROM
TOWARD
Vending machinetells you the best
drink is for you,Japan
Supermarketorganised by meal,
FranceBarcode scanningapps, Germany
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HOW IS THE SUB-TREND EVOLVING?Peak performance
Managing physical and mentalperformance during the day
FROM
TOWARD
Protein drink forslow release
energy, Japan
Inhalable energyshot delivers, USEnergy drink for different
times of day, US
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POINTS TO PONDER
Consumer Shopper
• How might improvements to on-packinformation help people to makepurchase decisions more easily?
• What ingredients can be added to makemeals that improve mood or rechargingthe mind?
• How can you offer more sophisticatedenergy benefits in your products?
• How can you demonstrate quality andexperience of products in virtualenvironments?
• How can you use technology to helpconsumers find your products?
• Are there better ways of organisingproducts in-store that will help people tofind the ones they need or, createnutritional meals more easily?
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“I want to get more enjoyment from the simple things in life;to have experiences that add more fun and meaning”
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HOW IS THE SUB-TREND EVOLVING?Fun and Play
Enjoyment through fun andplay
FROM
TOWARD
Juice drinks doubleup as buildingblocks, Mexico
Frozen yogurtbrand Yogoberry
organises freewater balloon
fight , US
Rowntree’s Randomsencourages a more random,fun life, GB
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HOW IS THE SUB-TREND EVOLVING?Enhanced Sensations
Desire for intensified sensoryexperiences
FROM
TOWARD
Augmented realitytechnology to tasteand hear fireworksas you eat candy,
Japan
‘Alchemical larder’taste-enhancers to
stimulate the senses,GB & USPalate-altering berry
changes perceptions oftastes, US
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POINTS TO PONDER
Consumer Shopper
• Can you encourage people to be moreinvolved in the design or productionprocess around your products or brands?
• How can you address people’s risingexpectations around the multi-sensorialexperiences products deliver?
• Can you encourage people to strive fornew passions or achievements in theirlife?
• How can retail spaces be used tocreate a 360 degree sensoryexperiences for shoppers?
• Is there an opportunity to getshoppers more involved in the designor production of a product or serviceat the point of purchase?
• How can retail design and layout makeshopping a more social experience?
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“I am mindful that I need to live more responsibly; I want to makebetter choices that make a difference without having to compromise”
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Reducing the wasteful results ofconsumption
FROM
TOWARD
HOW IS THE SUB-TREND EVOLVING?War on waste
Smart fridge keepsfood fresh longer and
tells consumerswhich items areabout to go off,
South Korea
Traffic-light style foodlabel indicates
freshness moreefficiently than use bydates, helping reduce
food waste, UK
Mos Burger recycles used oiland food rubbish into plantfood, Japan
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POINTS TO PONDER
Consumer Shopper
• How could you encourage or facilitatepeople to use less resources in theireveryday lives?
• How could you help people to reduce theamount of waste they create?
• Could you make it easier for people tounderstand the carbon and climateimpact of your products?
• What local causes could your brandssupport?
• How can you better align with ordemonstrate your sustainabilitycredentials to retailers?
• How can sustainability commitmentsbe effectively communicated toshoppers in store?
• What elements of your retail model bemade more sustainable?
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“I like to pursue better value, to help maintain my lifestyle andto get the most from the money I have”
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The rise of specialist advisers andpeer reviews for all consumptionmatters
FROM
TOWARD
HOW IS THE SUB-TREND EVOLVING?Counselled consumption
Real time ethicalshopping guidance,
US
Crowd sourced giftrecommendations based
on recipients interests, USCocktail Advisor users enterin their preferred tastes tocome up with suggestions ofcocktail recipes, US
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Sub trends: Short-cut language
Finding quicker ways to communicate
The founders of Grapedistrict in Amsterdamdecided to simplify the often overwhelmingtask of choosing a wine. They do notcategorise their wines by dates or countries,but instead in terms of moods and tastes. Forexample, for an evening full of goodconversation you can choose something fromthe ‘Deep’ shelf. Or for something fresh andthirst-quenching you can choose from the‘Easy’ category.
Simplified wine labelling, The NetherlandsMum-friendly drink cartons, UK
Asda’s ‘great stuff’ kid’s range is popularwith mums because of its clear and funlabelling. Important points such as ‘noadded sugar’ are bright and clearly visible,and hand-drawn arrows point outexplanations of ingredients.
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POINTS TO PONDER
Consumer Shopper
• How can you be more transparentabout the costs that make up the priceof your products to demonstrate valueto consumers?
• Can you communicate the tangiblebenefits your products deliver topeople?
• Do you have a clear understanding ofwho your consumers go to and rely onfor purchasing guidance and advice?
• How can you reduce the risk of purchasefor people by providing in-store andonline sampling and visualisations?
• How can you take advantage of location-based technology to provide people withreal time and tailored information aboutproducts and promotions when they areon the move?
• Could you provide shoppers with accessto peer or expert reviews of products atthe point of purchase, or on shelf?
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“I want a balanced approach to health and wellness, to havegreater control through the choices I make”
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HOW IS THE SUB-TREND EVOLVING?Proactive prevention
Proactively defending the bodyagainst future disease and illnessthrough healthier choices
FROM
TOWARD
Alzheimer's drinkprevents memory
loss throughnutrients, US
Drinks with added luteinfor improving and
safeguarding long termmacular health, Japan
Antioxidant enrichedcoffee allows people toboost their body’sdefenses, Thailand
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HOW IS THE SUB-TREND EVOLVING?Finding balance
Looking for emotional and mentalbalance via nutrition and lifestyle
FROM
TOWARD
Coffee brand servesup free drinks and
experiences in “feelgood” café, Canada
Mood tracking appsmonitor emotional
wellbeing throughout theday, Global
Delo bottle capsdispenses vitamins intowater, France
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HOW IS THE SUB-TREND EVOLVING?Good start
Ensuring children get the beststart in life
FROM
TOWARD
Nestlé’s range ofprobiotics for kids,
US
Food educationclasses for kids,
JapanSubscriptionservice offerslocal organicbaby food, US
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POINTS TO PONDER
ShopperConsumer
• How might your products offerpreventative health benefits as part ofeveryday meals?
• What benefits could you offer to helppeople maintain emotional wellbeing?
• Are there ways you could provide a foodor drink solution to an aspect of beautyand personal care not normally managedorally?
• What are the issues of most concern toparents when it comes to child nutrition?
• How can retail environments becomea destination to escape to forshoppers?
• How might retailers look to take thestress out of shopping and promote amore calming experience – throughlight, sounds, smells etc.?
• What are the implications of food andpharma blurring for retailers? What isthe likelihood of a ‘functional foodaisle’ in the near future?
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“I am looking for products and brands that are real, authentic andhonest, because I know I can trust what's in them and where they
come from”
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Sub-trends: Back to basics
Slow Food Festival, Australia
The festival is part of the Slow Foodmovement, started in Italy in 1986, inresponse to the negative impact ofmultinational food industries. It is all aboutusing local seasonal produce, restoringtime-honoured methods of production andpreparation, encouraging ethical treatmentof animals and promoting environmentallysustainable methods. They now have80,000 member restaurants in more than100 countries.
The two-weekTaste Of Slowfestival includesclasses, dinners,discussions andtastingopportunities, andthe chance toexperience"produce, pleasureand provocation.“
•How things used to beThe local foods wheel, US
This cardboard food wheel is designedto tell shoppers which foods are inseason when in the San Francisco Bayarea. By using it, shoppers can plantheir meals around the best, freshestproduce at any time of the year.
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HOW IS THE SUB-TREND EVOLVING?Behind the scenes
Transparency as a mark ofquality and trust
FROM
TOWARD
Each pig has aface, for quality
and toencourage less
meatconsumption
Germany
Via webcams,consumers canwatch thevegetables growon the HarrodsAllotment in realtime, GB
Chicago’s first boutiquedistillery since the days
of prohibition,produces handcrafted
spirits from scratch, US
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HOW IS THE SUB-TREND EVOLVING?Passion for place
Growing interest in origin as amark of quality and authenticity
FROM
TOWARD
Bar only sellssandwiches filled
with protecteddesignation of
origin products,Spain
Piacentinu Ennesecheese is 1000th
product to receive EUDOP protection forunique origin and
attributes, Italy
Nudo allow you toadopt an olive treein Italy and secureyour year’s supply,GB
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• How can you tap into the growingconsumer desire to make things fromscratch?
• What traditional ingredients or processescan you revive to give a sense ofauthenticity to your brands?
• What could you do to highlightingredients in your products which areparticular to certain regions of yourcountry?
• How might you better use seasonalingredients in your products?
• What could you do to bettercommunicate the specialist skills ofyour producers and employees (e.g.in-store butchers)?
• How can you better use packaging ordisplay materials to get theauthenticity of you produce across?
• How can you use your website orwebcams to give shoppers a betterlook into your production processes?
POINTS TO PONDER
Consumer Shopper
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Any questions?
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