What's next?
Be the first to hear about the trends shaping your marketplace.
Trends
Be the first to hear about socio-economic and cultural influences, events and changes in consumer behaviour likely to have an impact on the industry before they have a significant effect on the marketplace. Our monthly case studies all include an assessment of how these themes relate to current consumer trends.
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| Beyond the what, the where is becoming all important in today’s globalized marketplace. From local sourcing to fair trade accountability, consumers are paying attention to how where a product is from and how it was produced. |
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| Not just the thing itself, but how it’s delivered can tip the scale in our fast-paced on-demand society. Beyond grabbing someone’s attention, environmental factors and the demand for convenience continue to alter the nature of the what we buy. |
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| Without a single defined ideology, environmental concerns have emerged from the beliefs of a few isolated individuals to become a movement that shouldn't be ignored, impacting virtually every aspect of new product development. |
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| Sophisticated consumers with a multitude of tastes opt for everything from the radically unique to the comfort and nostalgia of flavors from the past. |
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| We’re well beyond the notion of three square meals at three set times: snacking has become a way of life, meal-times are far more fluid, convenience has become a given and people continue to change when and how they eat and drink. |
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| The recession has shifted people’s priorities and spending, they’re paying more attention to how much they’re paying, and value itself has gained a newfound sense of importance. Today, brands are forced to take a second look at who they’re targeting, how their products are being positioned, and how this matches with the tenor of the times. |
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| Breaking new ground, or rediscovering products from the past, innovation today means everything from extending a familiar concept in an unlikely direction to creating a new category where non existed before. The rules of marketing, positioning, targeting and developing are changing across all markets and categories. |
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| The conscious striving for what is thought to be healthy and the active avoidance of what is not. Health and wellness has become embedded into our culture and impacts food and drink in a myriad of ways. |
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| Consumer fragmentation has a number of implications, but perhaps most importantly it means that brands have to pay even more attention to their core target consumers. One step further, brands are forced to also anticipate who their potential consumers could be – across all ages, races, and even socio-economic classes. Blurring is the now the norm. |
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