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ASIAKKAAMME MAAILMALLA V.2025

Muuttuvat asiakastarpeet ja uudet tuoteratkaisut

Maaliskuu 2017

HOW CAN WE PREPARE FOR THE FUTURE?

WHO ARE WE & WHAT DO WE DO?

WHAT DOES IT ALL MEAN?

WHAT’S GOING TO HAPPEN?

In a world of evolving customer needs, it comes down to three basic questions:

WHAT’S GOING TO HAPPEN?

WE MAKE THE FUTURE

NOW

Shorter term global and

local trends

FUTURE

Long term global

megatrends

WE Consumers Producers

Human beings

WHERE ARE WE HEADED?

• Over 9 billion by 2050

• Ageing populations in developed countries, young populations in developing countries

POPULATION GROWTH &

DEMOGRAPHIC CHANGE

• Most of us living in urban areas

• Emerging middle classes & buying power in developing countries

URBANISATION & RISE OF AFRICA AND

ASIA

• Climate change & other environmental problems

• Resource scarcity, transition from linear to circular

• Minority rights • Global inequality • Neo-nationalism &

protectionism

ENVIRONMENTAL & SOCIAL ISSUES

• Interconnectedness • Blurring the lines

between industries • Changing work • Health technology

TECHNOLOGICAL DEVELOPMENT

INSIGHTS ON MEGATRENDS

PriceWaterhouseCoopers: http://www.pwc.co.uk/issues/megatrends.html

McKinsey:

http://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/the-four-global-forces-breaking-all-the-trends

Ernst & Young:

http://cdn.ey.com/echannel/gl/en/issues/business-environment/2016megatrends/001-056_EY_Megatrends_report.pdf

Frost & Sullivan:

https://www.slideshare.net/FrostandSullivan/top-global-mega-trends-and-implications-to-future-lives

Sitra:

https://www.sitra.fi/en/topics/megatrends/

European Environment Agency: http://www.eea.europa.eu/soer-2015/global/action-download-pdf

WHAT’S HAPPENING NOW?

EXPERIENCES & SENSATIONS • Service components becoming

crucial also for tangible products

• Virtual & augmented reality kicking in

REAL DEAL • Natural, authentic, real • Simple, back to basics • Reduced, curated

FIT & HEALTHY MAINSTREAM • Nutrient-savvy consumers • Average people training hard • Monitoring & measuring, big

data/my data

PERSONALISATION & TAILORING • Fragmentation of the

consumers • Tribalism, localisation • C2C, co-creation, user-

generated content

EVERYWHERE & ALL THE TIME • Becoming increasingly

connected (IoT) • Becoming faster & easier

(mobile) • Becoming increasingly

accessible 24/7 (online)

CAPACITY & SOLUTIONS • Become a problem solver

instead of a problem creator • Circular economy

INSIGHTS ON SHORT-TERM TRENDS

Euromonitor International: http://go.euromonitor.com/white-paper-2017-top-10-global-consumer-

trends-EN.html

Mintel Group: http://www.mintel.com/european-consumer-trends

Innova Market Insights:

http://www.foodingredientsfirst.com/Webinars/Top-Ten-Trends-for-2017.html

TrendWatching:

http://trendwatching.com/trends/5-trends-for-2017/

TrendHunter: http://www.trendhunter.com/trends/2017-trend-report

WHO ARE WE & WHAT DO WE DO?

WHAT ARE WE TRYING TO AVOID?

0% 5% 10% 15% 20% 25% 30% 35%

KOSHER

VEGAN

WHEAT FREE OR GLUTEN FREE

LACTOSE/DAIRY FREE

FLEXITARIAN

VEGETARIAN

HALAL

LOW CARBOHYDRATE

LOW SODIUM

SUGAR CONSCIOUS

LOW FAT Less important in Europe 20% & North America 19%

Less important in Europe 8% & Africa/Middle East 13%

Less important in Europe 11% & North America 15%

More important in Latin America 14% & APAC 10%

More important in Latin America 32%

LOOKING FOR SIMPLICITY?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

THE SHORTER THE INGREDIENT LIST, THE MORE HEALTHFUL THE FOOD OR BEVERAGE

THE ABSENCE OF UNDESIRABLE INGREDIENTS IS MORE IMPORTANT THAN THE INCLUSION OF BENEFICIAL ONES

I FEEL MORE POSITIVELY ABOUT COMPANIES THAT ARE TRANSPARENT ABOUT WHERE AND HOW PRODUCTS

WERE MADE/RAISED/GROWN

I WANT TO KNOW EVERYTHING THAT IS GOING INTO MY FOOD

I AM CONCERNED ABOUT THE LONG-TERM HEALTH IMPACT OF ARTIFICIAL INGREDIENTS

FOODS MADE AT HOME ARE MORE HEALTHFUL THAN INDUSTRIALLY PREPARED FOODS

NORTH AMERICA LATIN AMERICA AFRICA/MIDDLE EAST EUROPE APAC

WHAT DO WE CONSIDER PREMIUM?

0% 10% 20% 30% 40% 50% 60%

IT’S HARD TO FIND/ SCARCE

IT’S ONLY AVAILABLE TO PEOPLE OF A CERTAIN STATUS/EXCLUSIVITY

IT’S HANDCRAFTED OR MADE USING ARTISANAL METHODS

IT’S EXPENSIVE

IT’S FROM A LOCATION KNOWN FOR SUPERIOR QUALITY

IT PROVIDES SUPERIOR CUSTOMER EXPERIENCE

IT OFFERS OR DOES SOMETHING NO OTHER PRODUCT PROVIDES

IT HAS SUPERIOR STYLE OR DESIGN

IT’S FROM A WELL- KNOWN OR TRUSTED BRAND

IT OFFERS SUPERIOR FUNCTION OR PERFORMANCE

IT’S MADE WITH HIGH-QUALITY MATERIALS OR INGREDIENTS

Price only here

WHY BUY PREMIUM?

0% 10% 20% 30% 40% 50% 60%

BUYING PREMIUM PRODUCTS SHOWS OTHER PEOPLE I AM SUCCESSFUL

BUYING PREMIUM PRODUCTS MAKES ME FEEL SUCCESSFUL

BUYING PREMIUM PRODUCTS SHOWS OTHER PEOPLE I HAVE GOOD TASTE

BUYING PREMIUM PRODUCTS MAKE ME FEEL CONFIDENT

BUYING PREMIUM PRODUCTS MAKES ME FEEL GOOD

GLOBAL AVERAGE PERCENTAGE WHO STRONGLY OR SOMEWHAT AGREE WITH STATEMENT

Internal

External

WHAT ARE WE WILLING TO PAY FOR?

0% 10% 20% 30% 40% 50% 60%

ORIGINATES FROM A SPECIFIC COUNTRY

DELIVERS SOCIAL RESPONSIBILITY CLAIMS

OFFERS/DOES SOMETHING NO OTHER PRODUCT ON THE MARKET PROVIDES

CONTAINS ENVIRONMENTALLY FRIENDLY/SUSTAINABLE MATERIALS

PROVIDES SUPERIOR FUNCTION OR PERFORMANCE

CONTAINS ORGANIC/ ALL NATURAL INGREDIENTS

COMES WITH HIGH QUALITY STANDARDS

GLOBAL AVERAGE PERCENTAGE WHO ARE HIGHLY WILLING TO PAY EXTRA FOR ATTRIBUTE

ARE WE COOKING HOME OR EATING OUT?

0% 20% 40% 60% 80% 100% 120%

APAC

EUROPE

AFRICA/MIDDLE EAST

LATIN AMERICA

NORTH AMERICA

FREQUENCY OF DINING AT RESTURANTS OR OTHER OUT-OF-HOME DINING ESTABLISHMENTS

≥ ONCE A DAY 3-6 TIMES/WEEK 1-2 TIMES/WEEK 1-3 TIMES/MONTH < ONCE A MONTH

ARE WE WILLING TO BUY FOOD ONLINE?

0% 20% 40% 60% 80% 100% 120%

GLOBAL

APAC

EUROPE

AFRICA/MIDDLE EAST

LATIN AMERICA

NORTH AMERICA

ATTITUDES ABOUT BUYING FRESH AND HOUSEHOLD GROCERIES ONLINE

I am currently not buying online, but will consider it in the near future

I have bought online in the past, but haven’t recently

I am currently buying online regularly

I prefer to buy at a physical store, and will not consider buying them online

CONSUMER SENTIMENTS

0%

10%

20%

30%

40%

50%

60%

70%

I try to have a positive impact on the environment

I'm worried about climate change

I can make a difference to the world

Buying eco-conscious products makes me feel

good

ARE WE EMPOWERED?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Japan

France

Russia

South Korea

Germany

Mexico

Brazil

Colombia

I CAN MAKE A DIFFERENCE TO THE WORLD

CONSUMER TYPES

0%

5%

10%

15%

20%

25%

30%

CONSPICUOUS CONSUMER

SOCIAL EXPERIMENTER

THOUGHTFUL PLANNER

THRIFTY BARGAIN-HUNTER

NO-FRILLS SAVER

Brand-conscious. Highly influenced

by ads. Tech-savvy.

Very concerned about status .

Will buy on impulse if they find the right product. Look to consumer reviews and peer

recommendations. Enjoy treating

themselves and others .

Open to trying new brands .

Look for great value.

Enjoy shopping and researching

deals. Ignore hype and

status-based claims.

Willing to buy private label.

Think carefully before buying.

Rely on peer recommendations.

Loyal to trusted brands.

Save rather than splurge.

Extremely thrifty. Get in and out of stores as quickly

as possible. Ignore advertising.

Prefer brick-and-mortar.

INSIGHTS ON CONSUMERS

NIELSEN: http://www.nielsen.com/us/en/press-room/2016/when-less-is-more-nearly-2-out-of-3-global-

consumers-say-they-follow-special-diets.html

http://www.nielsen.com/us/en/insights/news/2016/deeper-than-dollars-global-perceptions-about-premium-products.html

http://www.nielsen.com/us/en/insights/news/2015/health-minded-global-consumers-put-their-money-

where-their-mouths-are.html

http://www.nielsen.com/eu/en/insights/reports/2017/whats-in-store-for-online-grocery-shopping.html

EUROMONITOR: http://go.euromonitor.com/2016-shopper-types-free-extract.html

http://blog.euromonitor.com/2016/09/new-lifestyles-system-data-2016-global-consumer-trends-survey-

results.html

http://www.euromonitor.com/global-changemakers-real-market-impact-of-empowered-consumers/report

http://www.euromonitor.com/eco-worriers-global-green-behaviour-and-market-impact/report

WHAT DOES IT ALL MEAN?

WHAT SELLS BY CATEGORY?

Countries included: Australia, Germany, Denmark, Spain, Finland, France, UK, Japan, Poland, Sweden, USA

-1

0

1

2

3

4

5

6

2016 – 2021 CAGR%

WHAT SELLS BY POSITIONING?

Countries included: Australia, Germany, Denmark, Spain, Finland, France, UK, Japan, Poland, Sweden, USA

-4 -2 0 2 4 6 8

Cardiovascular Health

Weight Management

Bone and Joint Health

Immune Support

Oral and Respiratory Health

Vision Health

Urinary Tract Health

Digestive Health

Endurance

General Wellbeing

Brain Health and Memory

Beauty From Within

Energy Boosting

Free From

2016 – 2021 CAGR%

WHAT SELLS BY ETHICAL POSITIONING?

-1.5 -1.0 -0.5 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0

Grass Fed/Pasture Raised Sustainable Palm Oil

Vegetarian/Vegan Clean Label

Marine Sustainability Carbon Footprint

Recycling Label Sustainable Trade and Farming

Charity/Sponsorship Locally Sourced Prominent

Religious Labels Free Range

Bird/Insect Friendly Responsible Forestry

2015 – 2020 CAGR%

Countries included: global

CAN YOU SOLVE THESE PROBLEMS?

SELF-ACTUALISATION RELEVANCE

ACCESSIBILITY SIMPLIFICATION

HOLISTICALLY HEALTHY

Photo: www.biohackingbook.com Photo: www.hintsa.com

PERSONALISED

EASY SUSTAINABILITY

INSIGHTS ON PRODUCTS & MARKETS

Euromonitor International Passport: http://go.euromonitor.com/passport.html

Mintel GNPD:

http://www.mintel.com/global-new-products-database

Innova Market Insights:

http://www.innovadatabase.com

CONTACT ME

Johanna Tanhuanpää

johanna.tanhuanpaa@invenire.fi +358 40 8228140

As CMO of the Future, we empower Leaders to make change happen. Better business for People Planet and Profit.

Through excellent Design, Strategy and Conversations, we help Leaders act on their values and

purpose. Together we craft innovative business strategies that enable profitable growth with sustainability at the core.

We create impact that matters.

HEALTH. HAPPINESS. RESPONSIBILITY. EMPATHY. CREATIVITY. EFFECTIVENESS.

doorbell@invenire.fi | www.invenire.fi | DK +45 2938 6104 | FI +358 44 5820 088

© Copyright INVENIRE MARKET INTELLIGENCE LTD 2016