Beruflich Dokumente
Kultur Dokumente
To deal with their maxed-out lives, today’s consumer has fully embraced a
more holistic approach to looking after their well-being, which increasingly
focuses on mind as well as body. People are embracing both science and
nature to create sophisticated and tailored lifestyle plans.
Paying attention to all facets of health has become a symbol of status. With
this mind-set comes a growing desire to plan, track and measure different
aspects of one’s health, and an appetite for smart health management tools.
Meanwhile, achieving balance amid busy lives is creeping higher on the
consumer agenda; the desire to take care of mental and emotional
wellbeing is growing, as well as interest in tools and solutions that help the
consumer find the ‘headspace’ they are looking for.
Food and drink remain key health and wellness strategies. Consumers
continue to watch out for ‘nasties’ and scrutinise what goes into their
mouths; ‘natural’ is an ever more important shortcut for ‘good for me’. On
the other hand, people are becoming more aware of how the social context
in which they eat and drink contributes to holistic wellbeing. Brands that
can celebrate social meaning around food have an opportunity to build a
real emotional connection with consumers.
131
Key takeaways
132
Overview of sub-trends
Proactive prevention
Proactively defending the body against future disease and
illness
Essential purity
Desire for raw, natural and clean
Creating headspace
Desire to take care of your mental & emotional wellbeing
Tribal wellbeing
Increasingly choosing collective physical & wellbeing activities
Managing tempo
Seeking solutions to suit varying energy needs & optimise
wellbeing throughout the day
Personal solutions
Desire for personalised health solutions & measurement tools
tech-enabled or otherwise)
Good start
Ensuring children get the best start in life
133
Sub-trend overview
Proactive
prevention
With the increased blurring
between the food & drink category
and pharmaceuticals, consumers
are increasingly active in their
search for products that contain
added health benefits. Products that
promise positive, long-term effects
and protection from threats to health
are particularly desirable.
134
How is this sub-trend evolving?
From To
A desire for routine More sophisticated and
and targeted solutions, personalised health
with tangible benefits measures that are
woven into exciting
products and services
135
In-market examples
from around the world
What: Yakult has long established itself as What: New desk stand design, by What: f.lux is an American brand new
one of the most popular drinkable probiotic South African designer Ryan Roberts. software that controls your phone and
yogurts in the world, but the Japanese computer screens.
Why: Given the current global
company continues to grow by an average
‘standing meeting’ trend that sees Why: Computer screens are designed
of 6% annually due to effective and
employees and colleagues stand at a to emit a certain kind of light, similar to
constantly adapting marketing strategy.
meeting instead of sit, this innovative that of the sun, so as soon as screens
Why: In each bottle are 6.5 billion cells of product is a much-needed solution, are being used at night-time, however,
the unique strain of bacteria scientifically aiming to strengthen back and leg looking at this kind of light plays havoc
proven to aid digestion and immunity, and muscles, decrease headaches, burn with eyes and body-clocks. F.lux fixes
the company capitalise on the certified calories and cut working time shorter this, making the colour of your
scientific appeal of the daily drink as they due to the posture required to do tasks. computer's display, protecting your
expand into Brazil and Mexico. They are eyes, and helping you sleep.
now planning new routes to consumer,
entering convenience stores and
increasing the brand’s online presence.
136
Sub-trend overview
Essential
purity
People are increasingly embracing
the concept of purity to guide their
nutritional and lifestyle choices,
rediscovering simple, clean,
wholesome components and
processes that give energy to the
body and balance the mind.
137
How is this sub-trend evolving?
From To
Harnessing the health A more holistic
benefits of specific understanding of the
natural ingredients, benefits of simple food
and priotising lower preparation processes
processing and components
RAW
UK Nakd bars do away with More ‘Raw’ cookbooks and food
processing, promising only raw- blogs have become a hit in Britain,
pressed, natural ingredients. helping people create dishes that
they had not considered, or could
not access before.
138
In-market examples
from around the world
What: Consumers in Shanghai are What: ‘Banting’, a diet promoted by the What: Australian brand Jax coco is a
using beauty products from Innisfree, a Real Meal Revolution, has taken South 100% coconut water with no added
company that mixes ingredients from Africa by storm. The world’s first sugars or preservatives
the Korean island of Jenju. Banting restaurant has just been
Why: In a soft drinks market full of
opened there.
Why: Innisfree draws on the public unsubstantiated claims of naturalness
perception of Jenju as a pure, un- Why: The idea of Banting is to return to and purity, Jax’s simple supply chain
polluted island haven. Ingredients man’s purest dietary needs – high and even simpler ingredients list (just
include volcanic ash, natural spring levels of protein and low amounts of micro filtered coconut water) holds a
water and local plant extracts, which, to hard-to-digest grains. Processed food great appeal.
consumers plagued by hygiene is out of the equation, simplicity is key.
scandals across several industries, is
an attractive alternative to beauty
products made domestically.
139
Sub-trend overview
Creating
headspace
‘Headspace’ has become a precious
resource, as people seek to de-
clutter their overworked minds. This
sub-trend has evolved from a broad
search for mental balance, to a more
targeted search for mental
downtime. There is growing
appetite for user-friendly solutions
that help manage mood and
facilitate headspace.
140
How is this sub-trend evolving?
From To
Sophisticated solutions that Helping consumers
meet different moods or find and experience
emotional states at different mental downtime
times, and help achieve
balance
141
In-market examples
from around the world
What: Sprig is a San Francisco-based What: LOLË is a French brand of What: One of Twinings’ latest
food delivery and meal-planning app activewear that runs yoga events campaigns features a new slogan:
for those who don’t have the time or throughout the US and Europe ‘Gets you back to you’.
headspace to seek out and cook the attracting thousands of participants.
Why: This British tea brand has
optimal dinner ingredients.
Why: LOLË does not just want to identified what is no longer just a
Why: Sprig’s menu doesn’t rely on promote the clothing line, but rather a consumer desire, but has become a
salt, fat, sugar or MSG – in 20 minutes lifestyle dedicated to peace and well- consumer need: to take time to one’s
hot, ready-to-eat meals are delivered to being. LOLË is offering free ‘mass self in order to relieve stress and create
your door. Recyclable packaging, yoga’ masterclasses with professional headspace in the midst of a hectic day.
organic produce, and meals planned instructors and a live orchestra, for an
for the week; Sprig sells itself as a hour of pure headspace amongst
wellbeing solution that buys you time hundreds or thousands of like-minded
and offers total peace of mind. individuals.
142
Sub-trend overview
Tribal
wellbeing
Consumers have begun to define
themselves by the collective
wellbeing activities they participate
in, whether physically or by
becoming part of online
communities.
143
How is this sub-trend evolving?
From To
Individual Collective health-
motivation to reach focused endeavours
personal health that give a greater
sense of purpose
goals, even if part
of a group
144
In-market examples
from around the world
What: There has been an explosion of What: Nordic Military Training is a club What: Run an Empire is a new UK fitness-
global yoga festivals and American and network that runs boot camps and is based game that challenges its players to
Wanderlust, modelled after epic, days- rapidly expanding with new members all take over their local area by jogging.
long rock festivals, has been leading the over Sweden. Players can also see areas that others
way. have taken and capture for themselves
Why: NMT members join because it
brings people together. The sense of by walking, jogging or running through it.
fellowship and connection is most Why: While fitness games are often
Why: Through the discovery of food, wine,
appealing. Strangers help each other and targeted as a single-player experience,
craft-making, adventure activities,
form teams out in nature, which brings a Run an Empire takes inspiration from
dancing, and, of course, yoga practice,
strong sense of achievement and ever-rising popularity of running clubs
connections are born in the fun.
communal spirit. and digital fitness communities. It is
Beginners, yogis and even families attend
classes with famed yoga teachers for a encouraging friends, total strangers and
mindful, celebratory and communal even families to get fit and enjoy being
experience. part of a wider running community.
145
Sub-trend overview
Managing the
tempo
Whether a pick-me-up or a wind-
me-down, interest in food and drink
solutions to optimise wellbeing by
managing energy levels throughout
the day continues to grow.
146
How is this sub-trend evolving?
From To
Energy solutions that Sophisticated and
feel natural, not exciting energy
synthetic management through
understanding food and
drink combinations
147
In-market examples
from around the world
What: Nootropics, otherwise known as What: Wakeup is a new Israeli drink What: The AeroShot is a lipstick-sized
"smart drugs,” are all the rage in Silicon specially formulated to give people a inhaler that delivers an energy boosting
Valley, and Nootrobox is at the forefront boost in the natural post-lunch dip. vapour containing 100 milligrams of
of this energy-managing trend. caffeine - equivalent to a cup of coffee -
It is based on all natural ingredients
along with B vitamins and Niacin.
Why: Nootrobox helps consumers find and scientifically validated as far
their focus with “nutrients for their superior to caffeine for sustaining Why: The inhalable formulation of
brain”. They help people have a more energy. AeroShot means the boost can be felt
productive day by accelerating the almost immediately and is one of the
Why: Wakeup comes from a growing
mind when it comes to tasks related to reasons of its growing popularity in the
need for naturally-based products that
memory, focus, and attention. US.
meet specific energy needs across the
day.
148
Sub-trend overview
Personal
solutions
Moving beyond personalised diets,
there is a growing consumer desire
for a personalised wellbeing plans
that tackle the range of modern day
health issues. These are
increasingly based on accurate,
tech-enabled measurement.
149
How is this sub-trend evolving?
From To
Personalised diets Holistic, personalised
based on allergies and and often tech-enabled
intolerances plans
150
In-market examples
from around the world
What: The Saffolalife website in India What: Máquina is a Brazilian fitband What: Athos is an American high-tech fitness
lets users perform an instant health that tracks people’s movement and outfit that is looking to infuse the capability of
and fitness assessment, then download sleep patterns and then suggest wearables into the actual fabric of the apparel.
diet and exercise plans that will work healthier practices. The gadget is, The sensors, which utilize electromyography,
for their body type and fitness level, to somewhat surprisingly, produced by a record and measure muscle movement and
provide clear advice for gradual juice company. sync the results with a smartphone app.
improvement.
Why: By giving users the real-time information
Why: Creating a simple online toolkit and feedback they need, Athos apparel offers a
Why: Following small tailored daily
that assesses dietary needs, and then valuable tool for achieving fitness goals. The
changes like walking a little further, not
offers easy diet and exercise company tagline, “upgrade your gear, upgrade
using the elevator and controlling the
recommendations seems essential yourself”, demonstrates the brands’ ultimate
food intake can dramatically change
product for a today’s health conscious purpose: letting consumers fine-tune their
people’s health and wellbeing and
consumer. workouts so they can maximize efficiency and
produce relatively swift results.
avoid injury.
151
Sub-trend overview
Good start
Consumers are ever more focused
on what constitutes good nutrition
for their children – particularly in
the light of recent food and drink
scandals. Beyond simply feeding
their children healthily, adults
desire greater education in food
and healthy cooking, to ensure good
habits continue into later life.
Technology can increasingly play a
role here.
152
How is this sub-trend evolving?
From To
Introducing kids to Simple ways (often
more sophisticated tech-enabled) to get
tastes and food kids involved in
education from a sourcing healthy food
young age and cooking
New York-based ‘Petite palate’ have Great British Chefs launched their
a range of organic sweet and ‘Cooking with Kids’ app – a child-
savoury baby food with ingredients friendly way to proactively educate
ranging from figs and pistachios to on food, health and the kitchen.
spinach and lentils .
153
In-market examples
from around the world
What: Healthy Irish snack brand What : Pytt I Panna packs in Sweden What: US company Skoop LLC makes
Veronica’s has launched Crunchy provide a simple and healthy snack nutrient-packed food powders and
Creatures - gluten-free, 100% baked solution that children can make supports children’s health and
corn crisps, with 40% less fat than a themselves when they come home wellbeing.
standard pack of crisps. from school.
Why: The company’s key value is that
Why: Saving parents from the bullish Why: The product has visual cues that everyone, everywhere deserves
banning of junk snacks, Crunchy are easy and engaging enough for access to the very best nutrition
Creatures is a healthy and tasty children to follow, so they learn about available. So, they’ve partnered with a
version of crisps for kids, with a cheesy nutritious cooking and gain practical non-profit to provide one serving of free
flavour, as opposed to the more experience. fruits and veggies to a public school
sophisticated flavour combinations of lunch programme in America for every
other baked crisp brands. serving of Skoop they sell.
154
How is the trend playing
out in Ireland/Great Britain?
155
How dynamic are
each of the sub-trends?
Heating up Heating up
Still warm Still warm
Cooling Cooling
156
Thought-starters: How could you..?
157
Thank you
E-mail: info@bordbia.ie or
Tel : 353 1 6685155