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Table of Contents
Fluid Lives
Simple Pleasures
13
Responsible Living
24
30
Consumers in Control
40
Keeping it Real
50
3
90
80
70
60
62
58
61
65
50
40
30
20
10
Health concerns and high levels of distrust
against businesses are also raising the bar of
0
peoples expectations around what convenient
food and drink solutions should deliver. British
and Irish consumers want simple and accessible
solutions that dont make them feel like they are
compromising on health and quality.
UK
2010
Ireland
2013
Drivers
Proliferation of new media and
telecommunications technology and
devices
Changing working patterns
Increasing mobility
Sub-trends
Guided choice
Ways to make good choices more quickly and
easily
Conveniently there
Improved convenience and portability
Simple by design
Solutions that reduce complexity and save time
Peak performance
Managing your physical and mental performance
during the day
Winding down
Slowing down and escaping to recharge the body
and mind
From
Towards
Mass Personalisation, UK
From
Towards
From
Towards
Lkus innovative
kitchenware enables fast
and healthy home cooking
and preserves nutrients,
Spain
11
12
13
100
87
87
UK
Ireland
80
60
40
20
0
14
Drivers
Sub-trends
Fun and play
Seeking connections
Making, maintaining or deepening connections with
others
Rich rewards
Proliferation of new media and
telecommunications technology and
devices
Continuing economic uncertainty
Co-creation
The enjoyment and fun of being part of the creative
process
Enhanced sensations
Desire for intensified sensory experiences
SUB TRENDS
16
From
Towards
17
Killer Sandwiches,
Ireland
18
From
Towards
20
From
Richer and more indulgent rewards that can
be shared or are accessible throughout the
day
Towards
People looking for increasingly sophisticated
and special escapes from budgeted living
22
23
70
60
43
41
38
38
42
44
47
47
50
40
30
20
10
0
UK 2012 UK 2013 Ireland
2012
A lot
Ireland
2013
A little
24
Drivers
Sub-trends
There are two key sub-trends that are
evolving the most dynamically
War on waste
Good causes
Growing awareness of environmental
and social issues
Climate conscious
Protecting the worlds environment and biodiversity
Conserving resources
Living in a world where resources are increasingly in
short supply
25
From
Toward
Social supermarket, UK
From
Towards
29
30
60
50
40
50
41
38
30
20
10
UK
Ireland
2010
2013
31
Drivers
Sub-trends
There are three key sub-trends that are
evolving the most dynamically
Proactive prevention
Proactively defending the body against future disease
and illness through healthier choices
Coping strategies
Scientific advances
Naturally good
Searching for the best from nature to improve health
Finding balance
Increasing life expectancy
Image control
Good start
Ensuring children get the best start in life
32
SUB TRENDS
33
From
More sophisticated solutions offering targeted health
benefits
Towards
More tangible and concrete benefits that make
proactive prevention easier
35
From
Towards
Seaweed sprinkles
naturally packed with a
essential vitamins and
minerals, US
37
From
Towards
39
41
40
80
70
60
50
40
30
20
10
0
49
54
42
42
39
UK
2011
42
Ireland
2013
2012
65
71
75
73
66
71
60
50
40
30
20
10
0
UK
2011
2012
Ireland
42
2013 41
Drivers
Sub-trends
There are two key sub-trends that are evolving
the most dynamically and one new sub-trend
is emerging
Counselled consumption
The rise of specialist advisers and peer reviews for
all consumption matters
Expert status
Growth in pursuit of knowledge and discernment for
identity and status
Exclusive choices
The demand for exclusivity and rarity
Redefining value
The deepening desire for good value beyond price
alone
42
SUB-TRENDS
44
43
From
Real time information and advice for a
broader range of consumption decisions
Towards
Simplified information that helps guide
purchase decisions
Craft beer app makes smart
recommendations based on
the preferences of the user
and their friends, US
45
44
Omnipresent ratings, UK
46
45
From
Showcasing expert status or even monetising
expertise
Independent beauty blogger
becomes spokesperson for
global brand and launches
own line of products, US
Towards
Food and drink innovation increasingly helps
people showcase expertise
Bartender in a pouch
helps people entertain
with professional quality
cocktails,
UK
47
46
Bartender in a pouch, UK
48
47
From
Individual deal-seekers tapping into peer
recommendations
handsup.cn aims to hand power over to
customers by asking them to recommend
products they want to buy, as well as the
price tag, China
Towards
Solutions that help people get better deals
through their networks
The more credit you
use, the more
discounts people in
your network get ,UK
49
48
Referred discounts, UK
50
49
51
50
100
80
81
73
70
69
60
40
20
0
UK
2009
100
80
60
40
Ireland
2013
44
36
49
48
20
0
UK
2012
Ireland
2013
52
51
Drivers
Sub-trends
There are three key sub-trends that are
evolving the most dynamically
Behind the scenes:
Celebrating tradition:
Taking the best of tradition and heritage to meet
modern tastes
Craftsmanship:
Rising interest in the people and artisan skills
behind products
SUB TRENDS
54
53
From
Transparency tied to real benefits
Towards
Reassurance through immersive and
emotional stories
Immersive traceability
app, Australia
55
54
From
Towards
58
57
From
Importance of certified status and origin
ensuring unique and distinctive qualities
in products
Towards
Businesses are increasingly enriching
their brand identity with highly specific
locations
Neighbourhood
brewery scene, UK
59
58
60
59