europe 16 – mintel consumer trends 2016
TRANSCRIPT
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© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
EUROPE 16CONSUMER TRENDS 2016
Richard Cope | Senior Trends
Consultant
[email protected] @Richard_Mintel
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MINTEL’S 2016
PREDICTIONS
WHAT’S HAPPENING
IN 2016?
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WHY CONSUMERS WILL BUYINTO THIS
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WHATDOES ITMEAN?
MINTEL’S 2016
PREDICTIONS
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LESSONS FROM EXPOMILANO 2015
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WHERE
NEXT?
MINTEL’S 2016
PREDICTIONS
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Shortages will make clean
water and waterless alternatives
increasingly precious – andpolitically-charged- commodities.
1: ON THE WATERFRONT
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MINTEL’S 2016
PREDICTIONS
WHAT’S HAPPENING
IN 2016?
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WE’RERUNNINGOUT OF WATER!2016 will be an official year for water shortages, with drought impacting on crop yields and food prices across the globe.
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DRY CALIFORNIA
98%of California is in drought – worst
for 1,200 years – compelling it to
reduce water usage by 20% in
2020.
SOURCE: DROUGHT MONITOR
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BALL PIT
Sylmar Reservoir,
California: 96 million ‘shade
balls’ have been added to
cool water and prevent
evaporation and deter algal
growth.
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BRAZIL
Worst drought in 80 years with
rationing in São Paulo.
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CRYING IN THE GRAIN
25-30%Decrease in Alberta’s grain
production in 2015, according to
agriculture officials.
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IRELAND
Decrease in Alberta’s grain
production in 2015, according to
agriculture officials.
Water Services Act 2014: Irish
consumers are now being issued a
tax for water usage.
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THAI DRY
960,000Hectares of land reserved for
paddy fields has been left dry
and barren because of drought.
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PRECARIOUS HARVEST
50%of tree nuts are grown in areas
of extreme water stress.
43%of Wheat
35%of Corn
33%of Oranges
SOURCE: WORLD RESOURCE INSTITUTE’S AQUEDUCT
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2050
+60%Growth in crop production
requiredto feed 35% population
increase
70%Of global freshwater
withdrawals currently go to
agriculture
SOURCE: UN
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2050
+55%increase in global water
demand
SOURCE: UN
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WHY CONSUMERS WILL BUYINTO THIS
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HOME ECONOMICS
33%of UK consumers said they’d
pay more for fittings that save
on water or energy bills.
SOURCE: MINTEL BATHROOMS AND BATHROOM ACCERSSORIES UK AUGUST 2014; GREEN AND LEAN
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CLEAN IT UP
48%of UK consumers worry about
the impact of using too many
chemical-based cleaning
products on the environment.
SOURCE: MINTEL ATTITUDES TOWARDS GERMS UK2014
9%of Irish consumers claim
environmental friendliness of
cleaning products is the most
important factor when
purchasing cleaning supplies.
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BOTTLING IT UP
52%of Italian consumers are
concerned about the
environmental impact of
drinking bottled water.
49%of French consumers agree.
SOURCE: MINTEL CONSUMER DATACHARTS
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CONCENTRATE IT
81%of Spanish consumers
are interested in an ultra-concentrated washing up liquid
that limits the amount of water
dispensed to avoid waste.
80%of Italian consumers agree.
UK: Method Cucumber Scent Ultra
Concentrated Washing Up Liquid.
Record ID 2145326
SOURCE: MINTEL CONSUMER DATA CHARTS; MINTELGNPD
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CONCENTRATE IT
33%of Italian consumers are
interested in double-
concentrated bath or shower
products.
28%of UK consumers agree.
SOURCE: MINTEL CONSUMER DATACHARTS
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CONCENTRATE IT
28%of French 16-24s would be interested in dry use
soap, bath and shower products.
24%of UK 16-24s agree.
SOURCE: MINTEL CONSUMER DATACHARTS
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WHATDOES ITMEAN?
MINTEL’S 2016
PREDICTIONS
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WATERLESS BEAUTY
UK:
Waterless Filthy Festival
Wash Kit
Record ID 3233403
France:
Kardashian Beauty Take 2
Shampooing Sec
(Dry Shampoo)
Record ID 3195907
UK:
Embryolisse Micellar Lotion cleansing product that requires no rinsing.
Record ID 3455149
SOURCE: MINTEL GNPD
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SOUTH KOREA: WHAMISA
OFFERS A RANGE OF ‘WATER’-
FREE PRODUCTS USING
BOTANICAL EXTRACTS
INSTEAD OF TRADITIONAL
PURIFIED WATER.
PRECIOUS PROVENANCE
SOURCE: STORY; HUNGRY PLANET
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FIGURE: PRODUCT LAUNCHES SPECIFYING USE OF WATER FROM A SOURCE
PRECIOUS PROVENANCE
SOURCE: MINTEL GNPD
0%
5%
10%
15%
20%
25%
2010 2011 2012 2013 2014
Global BPC launches, 2010-14
glacier waterglacial water
thermal spring waterocean water
oceanic waterlagoon water
deep sea waterhot spring water
spa waterplant waterfruit water
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ADIDAS’S DRYDYE PROCESS
USES NO WATER, 50% FEWER
CHEMICALS AND 50% LESS
ENERGY THAN TRADITIONAL
FABRIC DYEING. USUALLY 25
LITRES OF WATER ARE USED
TO DYE A T-SHIRT.
WATERLESS FASHION
SOURCE: STORY; HUNGRY PLANET
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WYPE IS AN ON-
DEMAND CAR WASH
SERVICE THAT USES
A WATERLESS WASH
SOLUTION THAT
TYPICALLY SAVES 38
GALLONS OF
WATER.
WATERLESS CAR WASH
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FOOD THREATS
80%of World’s almonds are
produced in California.
35%of World’s coffee beans
originate in Brazil.
SOURCE: CALIFORNIA DEPARTMENT OF AGRICULTURE; INTERNATIONAL COFFEEORGANIZATION
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EXPO MILANO 2015:
Israel’s ‘vertical farms’ use
70% less water and generate
30 times more produce than
conventional farms.
NEW FARMING
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FOOD ALTERNATIVES
US:
Open Nature’s Prickly
Pear Sorbet
Record ID 3197505
US:
Spoetzl Brewery Shiner Prickly
Pear Summer Seasonal Beer
Record ID 3109825
Mexico:
Ochoa Baked Prickly Pear
Tostadas
Record ID 2886123
SOURCE: MINTEL GNPD
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SEA BEER
Spain: Er Boqueron is a new artisinal beer made with seawater that adheres to Germany’s
1560 purity regulation.
SOURCE: MINTEL GNPD RECORD ID 2354364; STORY; THE REAL THING
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JUNE 2015, USA: Anheuser-Busch stops beer production to provide canned water for Texas
and Oklahoma storm victims.
CANNED WATER
SOURCE: STORY; GREEN AND LEAN
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SINGAPORE: NEWater is
made from recycled water
from the city state’s drains and
sewers.
RECYCLEDWATER
SOURCE: STORY; GREEN AND LEAN
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USA: THE GATES FOUNDATION has funded a giant processing facility that turns human waste into
clean drinking water.
EXTRACTING CLEAN WATER
SOURCE: STORY; VIDEO; HUNGRY PLANET
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EXPO MILANO: IKEA’s concept kitchen uses induction cooled shelving, cameras to make
recipe suggestions and a sink that recycles water for dishwashing.
NEW KITCHENS
SOURCE: STORY; HUNGRY PLANET
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CHILE: MIT is testing out new ‘fog harvesting’ methods in the desert. MIT’s new mesh can suck 10%
of the water out of coastal fog in windy areas.
FOG HARVESTING
SOURCE: MINTEL: HUNGRY PLANET
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WHERE
NEXT?
MINTEL’S 2016
PREDICTIONS
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High-end bottled water from
Scotland sourced from fog
harvesting technology, with
percentage of profits going to
charity WaterAid.
SCOTCH MIST
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Smart water meters that create and share peer leader boards on water savings, earning users ‘water
credits’ that translate into water for poorer - or drier - countries.
H2KNOW
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Beacons can flourish in retail and
leisure by making consumers feel
in-the-know and ahead of the
game.
2: ARCHBEACONS
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MINTEL’S 2016
PREDICTIONS
WHAT’S HAPPENING
IN 2016?
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STORES ARE INVESTING
50%of UK retailers are investing
in in-store location-based
technologies
30%Are planning to use (IoT) for
location-based consumer
engagement
SOURCE: IDC;ADOBE
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STORES ARE INVESTING
15%of Irish consumers are
interested in innovative
technology (ie in-store
tablets) when shopping.
SOURCE: IDC;ADOBE
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Google’s cross-platform
beacon format Eddystone
(Android and iOS) expands on
Apple’s iBeacon (iOS, around
since 2013) to open up the
technology to more consumers
MORE BEACON CHOICE
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A PROMISING START
17%of UK retailers have
implemented beacon systems
instore.
24%of those have seen increased
sales as a result.
SOURCE: RETAIL SYSTEMS RESEARCH; RETAILTOUCHPOINTS
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WHY CONSUMERS WILL BUYINTO THIS
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OPENING UP
23%of UK consumers agree with the
statement ‘I would be willing to give
brands that I like access to my ‘real-
time’ location to receive more relevant
offers’, rising to 33% of 16-34s.offers
SOURCE: MINTEL DIGITAL TRENDS UK SEPTEMBER 2014
26%of RoI and 19% of NI consumers enjoy
outdoor advertising that you can
interact with using a smartphone/tablet
(eg QR codes)
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SEEKING SERENDIPITY
62%of US teens said that their
favorite brand makes them feel
“in-the-know”
SOURCE: MINTEL MARKETING TO TEENS US MAY2015
41%of RoI and 34% of NI
consumers stated that
personalised advertising
through the post is more likely
to catch their attention than
standard mail advertising
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READY TO PLAY
SOURCE: MINTEL
52%of NI and 30% of RoI
consumers play games
online, with an additional
fifth of Irish consumers
playing computer games
off-line only.
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WHATDOES ITMEAN?
MINTEL’S 2016
PREDICTIONS
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AMSTERDAM: Consumers will soon be able to walk down a hyper-connected beacon mile thanks
to jcdecaux.
BEACON MILE
SOURCE: STORY; ACCESS ALL AREAS
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TURIN, ITALY: Zoom zoo has a beacon-enabled smartphone app to make visits more interesting
BEACONS AT ZOOM ZOO
SOURCE: STORY; ACCESS ALL AREAS
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THE NETHERLANDS: TILBURG FAIR and app 100% local are using beacon technology for rides
and offers.
ALL THE FUN OF THE FAIR
SOURCE: STORY; ACCESS ALL AREAS
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SOUTH KOREA: SYRUP is a beacon-powered app that offers pre-ordering from partner franchises
within a 500-metre radius.
PRE-MEDITATED ORDER
SOURCE: STORY; ACCESS ALL AREAS
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LONDON: EXTERION MEDIA is fitting 500 of the city’s buses with beacon technology. A trial in
norwich showed that 30% of commuters clicked through on alert notifications.
BUS BEACONS
SOURCE: STORY; ACCESS ALL AREAS
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Shop now with ELLE
on SHOPADVISOR and
RETAILMENOT’s apps gives
users push notifications if they’re
nearby a store stocking products
curated or favourited by ELLE’s
editors.
BEACON STYLE LEADERSHIP
SOURCE: STORY; ACCESS ALL AREAS
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UK: Supermarket Sainsbury’s is testing a new app that will allow people to self-scan items,
access a store map, and make shopping lists at home that can alert them when they pass those
items in-store.
SMARTSHOP AT SAINSBURY’S
SOURCE: STORY; ACCESS ALL AREAS
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FUTURE FOOD DISTRICT, EXPO MILANO 2015: COOP presents a ‘supermarket of the future’…
NEW RETAIL
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…Using interactive technology to tell consumers about product provenance…
NEW RETAIL
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…As well as complementary products and ingredients for recipes.
NEW RETAIL
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WHERE
NEXT?
MINTEL’S 2016
PREDICTIONS
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A loyalty app for smaller
businesses that asks people
if they want to be a Lootr
(be alerted to offers and
discounts) or a Loungr (be
alerted to special services).
LOOTR LOUNGR
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A loyalty app for smaller
businesses that asks people
if they want to be a Lootr (bealerted to offers and discounts)
or a Loungr (be alerted to
special services).
LOOTR LOUNGR
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A beacon wristband that enables
you to let your kids run free, but
to track them within designated
geo-location boundaries. This
would work perfectly in a city
farm, festival or leisure centre
environment.
KIDWATCH - “Free Your child, Free Your Mind”
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Fears that the Transatlantic
Trade and Investment
Partnership (TTIP) may weaken
EU regulations on sourcing,
ingredients and ethics in favour
of US multinationals will cause
consumers and craft brands to
react with real, reassuring, purer
and more natural products.
3: POND FILTER
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MINTEL’S 2016
PREDICTIONS
WHAT’S HAPPENING
IN 2016?
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WHAT IS TTIP?
European Commission: TTIP will
• open up the US to EU firms
• help cut red tape that firms
face when exporting
• set new rules to make it easier
and fairer to export, import
and invest overseas.”
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70%Of all processed foods sold in
US supermarkets now containinggenetically modified ingredients. By
contrast, the EU allows virtually no
GM foods. The US also has far laxer
restrictions on the use of pesticides
and growth hormones.
SOURCE: THE ECONOMIST
WHAT’S HAPPENING IN 2016?
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1,200 vs 12Substances banned for
use in EU cosmetics vs US.
EU’s REACH
regulations are far
tougher on
potentially toxic substances.
SOURCE: THE ECONOMIST
WHAT’S HAPPENING IN 2016?
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WHY CONSUMERS WILL BUYINTO THIS
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ACTIVE OPPOSITION
3.28 mnEuropeans have signed a
European Citizens’ Initiative
(ECI) called “Stop TTIP”
SOURCE: ECI
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CONSUMER TRUST IN FOOD
SOURCE: MINTEL CONSUMER DATA CHARTS
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CONSUMER TRUST IN FOOD
SOURCE: MINTEL CONSUMER DATA CHARTS
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ORGANIC GROWTH
19%of French consumers say they
are buying more organic food
and drink.
SOURCE: MINTEL CONSUMER DATA CHARTS 2014
20%of Italians
20%of Germans
11%of Irish consumers say
organic claims are the most
important factor when buying
fruit and vegetables
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GOING ARTISAN
26%Of Italian consumers are buying more
food and drink products made with
extra care and attention (ie small batch,
hand-made and artisan).
SOURCE: MINTEL CONSUMER DATA CHARTS 2015
17%of French consumers
16%of German Consumers
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GOING ARTISAN
79%Of NI and 74% of RoI consumers
stated that food bought from food
specialists/artisans tastes better
than supermarket products
SOURCE: MINTEL CONSUMER DATA CHARTS 2015
65%Of NI and 61% of RoI stated there
are not enough food specialists or
artisan stores in my local area
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NATURAL ENERGY
73%of UK consumers note that
they would like a sports or
energy drink with all-natural
ingredients.
SOURCE: MINTEL SPORTS AND ENERGY DRINKS UK JULY2014
36%of RoI and 32% of NI
consumers stated they would
be interested in soft drinks
that contain more natural
ingredients (eg honey)
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CHEMICAL REACTION
SOURCE: MINTEL THE GREEN HOUSEHOLD CONSUMER UK AUGUST2015
44%Of UK consumers say that they worry
about the impact on their health of
using too many chemical-based
cleaning products.
48%Worry about the impact of such
products on the environment.
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WHATDOES ITMEAN?
MINTEL’S 2016
PREDICTIONS
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CLEANER BURRITO
SOURCE: STORY; FACTORY FEAR
USA: Chipotle has announced it is now GMO-free.
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NATURAL VALUE
SOURCE: MINTEL; GREEN AND LEAN
Walmart’s great value naturals line are 100% chemical and toxin free, biodegradable, non-
allergenic and packed in recyclable materials.
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ORGANIC AND AFFORDABLE
SOURCE: STORY
THE NETHERLANDS: Organic grocer Marqt is aiming low with its pricing.
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EAT 17
LONDON: Spar’s EAT 17 family-run
franchises stock 400 locally-sourced
products, have burger and florist
concessions and make their own
jam on site.
SOURCE: MINTEL LOCAVORE
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CRAFT EXPANSION
SOURCE: MINTEL GNPD RECORD IDS 3421455 AND 1795961
2016: More craft products in soft drinks, sauces and coffee.
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THE OFFICIAL LINK
SOURCE: STORY; FACTORY FEAR;
The WHO has announced its most recent finding – the consumption of processed meats is
linked to cancer.
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NEW PROTEINS
Natural, alternative proteins from cheese, algae and beans will be championed with 2016
being the international year of pulses.
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NEW PROTEINS
EXPO MILANO 2015: Indonesia is the world’s biggest producer of seaweed, generating 5.9 million
tons (75% of the market) in 2012, presenting a protein alternative to fish.
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NEW PROTEIN SNACKS
UK: SELWYN’S SEAWEED takes inspiration
from asia for a roasted seaweed snack, made on
the welsh gower peninsula
SOURCE: MINTEL GNPD RECORD ID 3473219
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USA: Oral health product pearly
wipes removes coffee and tea
stains and freshens breath,
when a toothbrush and tap isn’t
available.
WATERLESS CLEAN-UP
SOURCE: MINTEL GNPD RECORD ID 2476737
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NEW PROTEINS
FUTURE FOOD DISTRICT, EXPO MILANO
2015: Every day, this ‘Urban Algae Folly’
produces enough oxygen for three people and
100g of spirulina - 12 times the recommended
daily protein intake.
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MONK TIME
Alternative sweeteners like monk fruit have
potential to flourish in 2016.
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VEGETABLE FLOURS AND PASTA
2016: Grain-free coconut and
cauliflower flours and courgette
pastas to mainstream.
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WHERE
NEXT?
MINTEL’S 2016
PREDICTIONS
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Range of Household, Beauty
and Condiment Goods that
clean, cleanse and cook.Vinegars, oils, creams
and yoghurts that can do
anything, taking inspirationfrom ‘Old Wives Tales’
products. They can wash,
nourish, flavour
and moisturise.
WHITE RABBIT “EAT ME, DRINK ME, CLEAN ME”
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Pressure processing used
in juices is applied to baby
food and other products
as an alternative means of
preserving nutrients and
flavours to avoid artificialingredients. These products
are marketed as having a
very short shelf life, which
means local distribution
and more room in our small
space-pressed homes.
FRESH PRESS
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Space and time are at a
premium, becoming new
currencies in their own right and
creating new market places, as
we wait less, own less and rent
and share more.
4:TIMESPACE CONTINUUM
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MINTEL’S 2016
PREDICTIONS
WHAT’S HAPPENING
IN 2016?
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WHAT’S HAPPENING IN 2016?
• Millennials renting creates culture of
transience and ‘non ownership’
• Urbanisation and 3G households
putting pressure on space and
resources
• airb&b and Uber expanding in to
new sectors.
• New economies around areas like
‘parking spaces for hire’
• Beacon technology and same day
deliveries raise expectations.
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70%Of world’s population – 6.4 billion -
living in cities.
Urban residents are growing by 60
million a year.
2050
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MORE RENTING = TRANSIENCE
64.6%UK owner-occupation
levels in 2013, from high
of 73.3% in 2007.
SOURCE: EUROSTAT
70%The European
average in 2013.
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RENTING = TRANSIENCE
SOURCE: MINTEL MORTGAGE ADVICE UK APRIL 2015
46 %Of UK 35-44s agree with
the statement “I don’t think
I’ll ever be able to afford to
buy my own home”.
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CROWDED HOUSE
37%Of UK 16-34 year
olds live at home with
parents, guardians or
other relatives.
SOURCE: MINTEL CLEANING HABITS OF YOUNG ADULTS UK OCTOBER 2014; MINIMIZE ME
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2016: THE “UBER ELECTION”
US Presidential hopefuls debate
taxation and employee status with
regard to Uber and airb&b.
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Uber - having already invested $1 billion in China in 2015 – set to so spend the
same in India (Tata has contributed $100m) to challenge competitor Ola.
2016: SHARING ECONOMY EXPANSION
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2016: SHARING ECONOMY EXPANSION
airb&b expanding in to storage, mindful of the start-ups like Roost.
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WHY CONSUMERS WILL BUYINTO THIS
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SHARING ECONOMY
57%Of UK consumers
say they always orsometimes borrow things
instead of buying them.
34%Attend ‘Big Swap’ or
‘swishing’ events to swap
items they no longer
need with others.
SOURCE: MINTEL THE GREEN CONSUMER UK MARCH 2014
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HOME COMFORTS
24%Of US Millennials have
stayed overnight in a
home share/home rental
(eg airb&b) or home
swap instead of a hotel.
SOURCE: MINTEL HOTELS US OCTOBER 2014; WHY BUY
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SPACE RACE
27%Of UK consumers
would be prepared
to pay more for
plenty of built-in
bathroom storage
that maximises
use of space.
SOURCE: MINTEL BATHROOMS AND BATHROOM ACCESSORIES UK AUGUST 2014; MINIMIZE ME
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SOURCE: MINTEL SHOPPING TRENDS BRAZIL NOVEMBER 2014; FSTR HYPR
SHOPPING TIME
28%Of NI and 19% of RoI
consumers note that they are
willing to pay more for delivery
to get products faster.
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SOURCE: MINTEL CONSUMER DATACHARTS
SHOPPING TIME
30%Of German online shoppers
would like more specific delivery
timeslots.
GERMANY: LIEFERY WANTS TO MAKE
SAME-DAY DELIVERY AREALITY.
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WHATDOES ITMEAN?
MINTEL’S 2016
PREDICTIONS
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SPEEDY AUSTRIAN SHOPPING
Austria: Zuper is an app that
offers consumers supermarket
products delivered to their door
within two hours.
SOURCE: STORY; FSTR HYPR
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IN AN HOUR ITALIA
SOURCE: STORY; FSTR HYPR
Italy: Amazon has launched its
one-hour delivery option.
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CAR BOOT DELIVERY
Austria: The Austrian National Post has developed hardware and a smartphone
app that allows consumers to get packages delivered to their car boot.
SOURCE: STORY; STRAIGHT TO YOU; LIFE HACKING
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DR. NOW
London, UK: Dr Now’s
Health App Provides Users
With A Consultation Via Video
Within An Hour And The
Delivery Of Medication Within
Four Hours.
SOURCE: STORY; FSTR HYPR
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UberHEALTH
South Africa: Uber partners with discovery health to offer on-demand
flu vaccinations in Johannesburg.
SOURCE: STORY; STRAIGHT TO YOU
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FEELING FRESH AT HOME
GERMANY: IFEELFRESH IS A PLATFORM FOR ON-DEMAND SPA SERVICES WHICH CAN BE
ADMINISTERED IN THE CUSTOMER’S HOME OR OFFICE.
SOURCE: STORY; STRAIGHT TO YOU
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ALL YOU CAN FLY
Belgium: Start-up Take Air is Europe’s
first all-you-can fly airline, with
memberships starting at €1,650 a
month.
SOURCE: STORY; WHY BUY
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MUSIC JUNKIES
USA: Jukely, a monthly concert subscription service, allows members to go
to an infinte number of concerts in their city.
SOURCE: STORY; WHY BUY
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PASTA PASS
US: Olive Garden has begun selling $100 pasta passes that give
consumers unlimited pasta for seven weeks.
SOURCE: STORY; UNLIMITED
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BEST BEFORE BEER
UK: Brewdog is offering
a new IPA beer called
Born to Die with a shelf
life of just 45 days.
SOURCE: STORY; FSTR HYPR
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BEST BEFORE BEAUTY
Denmark: Nuori is taking a unique approach to freshness, stamping its products
with start-using and expiry dates and making new batches every 12 weeks.
SOURCE: STORY; PROVE IT
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STORAGE TO YOUR FRONT DOOR
HONG KONG: STUFFGENIE
offers on-demand storage pick-up
and delivery.
SOURCE: STORY; MINIMIZE ME
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LEANING ON LENA
NETHERLANDS: Lena is a clothing rental service that hopes to encourage
people to consume responsibly.
SOURCE: STORY; HUNGRY PLANET; WHY BUY
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RENT OR BORROW ANYTHING
SPAIN: RELENDO is a rental platform where consumers can hire almost anything.
SOURCE: STORY; WHY BUY
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SHARE YOUR TOOLS
FRANCE: MR BRICOLAGE has launched la dépanne – a sharing platform for tools.
SOURCE: STORY; WHY BUY
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SELL YOUR PARKING SPACE
SPAIN: LETMESPACE is a marketplace to rent out anything from parking spaces to unused
storage.
SOURCE: STORY; LIFE HACKING; WHY BUY
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SELL YOUR PARKING SPACE
FRANCE: PARKEGO Wants to
make it possible for people to
profit from their unused parking
spaces.
SOURCE: STORY; WHY BUY
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DRIVY YOUR CAR
DRIVY IS A EUROPEAN PLATFORM THAT LETS CAR OWNERS RENT OUT THEIR VEHICLES.
SOURCE:STORY; CASHING IN
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HOME OFFICES BY THE HOUR
UK: VRUMI lets people rent unused rooms in their houses for the day.
SOURCE: STORY; MINIMIZE ME
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SPACE SAVERS
Britvic,
Robinsons Squash’d, UK,
66ml pack makes 20 drinks
Method 8x Concentrated
Laundry Detergent, USA
Kimberly-Clark, Scottex
Space-Saving Toilet Paper
Rolls, Italy, 20% less space
and 13% less packaging
SOURCE: MINTEL GNPD
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FLEXIBLE HOMES
Kivo’s flexible furniture for the workplace uses a lightweight steel skeleton and
magnetic tiles for rapid room reconfiguartion and could translate to homes.
SOURCE: KIVO
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A MOVABLE WALL
IKEA is testing
movable walls in a
malmo apartment
it recently
refurbished.
SOURCE: STORY; MINIMIZE ME
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DINNER FOR JUST TWO
MILAN, ITALY: SOLO PER DUE is the world’s smallest restaurant, seating just two people.
SOURCE: STORY; EXPERIENCE IS ALL; MINIMIZE ME
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WHERE
NEXT?
MINTEL’S 2016
PREDICTIONS
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TRAVELTRUNK
“The holiday essentials you can
live without”
A travel wardrobe that waits for
you in your destination, with
everything from wetsuits and
walking boots to occasional
evening wear. If you fall in love
with a particular item, you can
buy it.
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SUNDAY DRIVER
“Slow Down, Get Noticed”
A classic car hire company
specialising in ‘pleasure models’
for slower, weekend driving and
cruising - where being seen is
more important than rushing.Location-based delivery and
collection once members have
signed up their credentials. The
high-end ‘Uber to keep’ – for an
afternoon, at least.
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Virtual and Augmented Reality
technologies enter our homes
and businesses to entertain, trial
and train.
5: MY MIND’SEYE
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MINTEL’S 2016
PREDICTIONS
WHAT’S HAPPENING
IN 2016?
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OCULUS RIFT
Q1 2016: Goes on sale for $599 to work with games running on Windows 10. PC and
headset packages will be $1,500. Estimates predict there will be more than 12m headset
sales by the end of 2016, $700m on hardware & $300 on software.
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VALVE HTC VIVE
2015/16: Mobile, ‘walk around’ game-play, with ‘chaperone’ sensors and hand held controllers
to pick up gaming tools.
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PLAYSTATION VR
2016: Sony‘s Virtual Reality gaming console, formerly known as Project Morpheus.
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MICROSOFT HOLOLENS
Q1 2016: All in one PC in glasses which integrates holographic images in to the ‘real
world’, allowing for projected TV, gameplay, modelling and ‘how to’ tutorials.
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MAGIC LEAP
2016: AR Goggles that overlay information and game characters over what
we naturally see, integrated with Windows 10.
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GOOGLE CARDBOARD
Google’s affordable cardboard viewers with lenses fold around smartphones so
people can enjoy VR experiences across a host of apps designed to work as VR.
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MERGE VR
October 30th 2015: Merge’s more durable take on cardboard goes on sale at £49.99.
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WHY CONSUMERS WILL BUYINTO THIS
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VIRTUAL INTEREST
SOURCE: MINTEL AUGUST2015
50%Of UK consumers are
aware of virtual reality
headsets.
31%Are interested in using
them (rising to 53% of
16-24s).
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VIRTUAL PLAY
SOURCE: MINTEL AUGUST2015
64%Of UK consumers are
interested in using VR
headsets would like to
use them for gaming.
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VIRTUAL TOUR
SOURCE: MINTEL AUGUST2015
50%Of UK consumers
interested in virtual
cultural experiences (eg
museum or gallery).
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VIRTUAL TRAVEL
47%Of UK consumers
interested in using VR
for virtual tours of hotels
or resorts.
SOURCE: MINTEL AUGUST2015
35%interested in virtual
property experiences
(eg virtual tours of
property to rent or buy).
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VIRTUAL REAL ESTATE
34%Of UK consumers would
like to use headsets for
performing Interactive
tasks or activities(eg DIY or make up
tutorials).
SOURCE: MINTEL AUGUST2015
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WHATDOES ITMEAN?
MINTEL’S 2016
PREDICTIONS
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VIRTUAL CONCERT
Jaunt VR is a toolset used by film makers to create immersive concert films like Cardboard’s Paul
McCartney. Universal Music Group is creating VR music experiences.
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BASKETBALL STREAMED VIRTUALLY
US: NBA fans who have a gear VR were able to watch Golden State’s season opener
in virtual reality.
SOURCE: STORY; FAUXTHENTICITY
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VIRTUAL FILMS
Content studios like Hammerhead are creating immersive 360o movies for headset viewers.
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VIRTUAL FILMS
CES 2016: 20th Century Fox’s 20-minute ‘Martian VR Experience’ saw delegates face
challenges like those faced by the movie’s hero. Lionsgate is now looking to create games
alongside movies.
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IN-FLIGHT MOVIE
Qantas is exploring the
possibilities for VR entertainment
with samsung gear.
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VRIPs
Marriott is offering “VRoom
Service”, allowing guests to order
inspiring virtual experiences direct
to their rooms.
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VIRTUAL SURFING
Biarritz, France:
Cité de l’Océan offers a
virtual surfing experience
using Oculus Rift in
collaboration with
YouRiding.
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VIRTUAL REALITY ROLLERCOASTER
UK: THEME PARK ALTON TOWERS IS LAUNCHING ‘GALACTICA’, A VIRTUAL REALITY
ROLLERCOASTER, WHERE HEADSETS ENHANCE AN EXPERIENCE FEATURING
3.5Gs, DROPS OF 66FT AND SPEEDS OF 47MPH.
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IMMERSIVE EMPATHY
The Vrse.works documentary Waves of Grace was made in conjunction with the UN and
immerses viewers in the world of the 2014 ebola outbreak in Monrovia, Liberia.
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VIRTUAL LESSONS
London’s Natural History Museum lets people explore prehistoric oceans with Samsung Gear
VR and David Attenborough in First Life.
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NEW WAYS TO LEARN
INDONESIA: OCTAGON 4D FLASHCARDS Use an ar app to bring learning to life for children.
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NEW WAYS TO LEARN
BMW Mini’s “Mini Augmented Vision” project teaches people better and safer driving.
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NEW WAYS TO BROWSE
US: Lexus has partnered with Hammerhead and Rewind to create virtual reality headset
test drives.
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NEW WAYS TO BROWSE
Thomas Cook uses VR to let customers experience a 360-degree tour of its Sentido resorts.
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NEW WAYS TO ADVERTISE
Hammerhead created a 360o refrigerator rollercoaster campaign
for Boursin’s Sensorium roadshow.
SOURCE: HAMMERHEAD; VIDEO
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VIRTUAL INSTORE THEATRE
USA: North Face collaborated with Jaunt and Google Cardboard to give shoppers an
immersive tour of California’s Yosemite National Park and the Moab desert in Utah.
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VIRTUAL CYCLING
Canada: VeloReality allows cyclists to ride their bikes indoors through VR outdoor courses,
where they experience resistance and measure power.
SOURCE: FAUXTHENTICITY
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VIRTUAL MARATHON
CZECH REPUBLIC: SInce
over 10,000 people want to
run the prague international
marathon, which is the
maximum capacity, people will
be able to join the run virtually.
SOURCE: STORY; FAUXTHENTICITY
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VIRTUAL HOUSE HUNT
UK: Rewind and estate agents Savills are collaborating to help
customers peruse potential properties.
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VIRTUAL INTERIOR DESIGN
UK: JOHN LEWIS has
created an augmented
reality showroom.
SOURCE: STORY; EXPERIENCE IS ALL; ACCESS ALL AREAS
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AUGMENTED BEAUTY
CES 2016: ModiFace Mirror HD
lets users virtually try on different
beauty treatments.
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VIRTUAL GREEN
The Nescafé 360o app uses Google Cardboard to showcase how ‘Nescafé Plan’ is helping its
supplier farmers increase their quality, yields and income.
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VIRTUAL VISUAL THERAPY
USA: The Institute of Creative Technologies (ICT) builds VR game scenarios of US Iraq
war veterans’ experiences to help them remember and recover.
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VIRTUAL VISUAL THERAPY
USA: Virtually Better uses similar virtual experiences to help
people confront phobias around flying or storms.
SOURCE: FAUXTHENTICITY
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VIRTUAL MORPHINE
Galveston, Texas: At Shriner’s Hospital, burns victims play Hoffman’s
Snow World VR game to distract them from the pain of treatment.
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WHERE
NEXT?
MINTEL’S 2016
PREDICTIONS
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MALL-E
“The Biggest Shop You’ve Never Seen”
A virtual shopping showcased at pop-up
physical store, where you check-in with
friends at the Netflix Cinema, Tinder Bar
or Linked In job centre, gaining discounts
for meeting and shopping together.Grocers offer recipe tutorials, salons offer
beauty tutorials, rewarded with real world
appointments in physical stores, creating
a connection.
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AR-CADE
A 21st century video high-street
arcade, where customers pay to
play VR and AR headset games.
Perfect for product launches.
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RICHARD COPE,
SENIOR TRENDS
@Richard_Mintel
www.mintel.com/rcope
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THANK YOU!