Post on 12-Dec-2021
transcript
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M I N T E L T R E N D S BE STIMULATED. BE VALIDATED. BE DISRUPTIVE. BE INSPIRED.
trends.mintel.com
3
TRENDSCAPE is a brainstorming tool to
explore the connections
between Trends content.
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4
What content is included in Trendscape?
TAGS
are key words
associated with
trends and
observations.
OBSERVATIONS
are indicators of
how consumer
behaviour is
evolving, and also
suggest new trends,
provide examples of
current trends
and/or indicate the
direction of a trend
SECTORS /
THEMES /
DEMOGRPAHICS
are unifying
dominant ideas, or
subjects associated
with trends and
observations
TRENDS
reflect changes
people make about
how they live and
make decisions.
Mintel’s global trends
cross continents,
vertical markets and
cultures
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How Trendscape works
5
• Each Trendscape centres on one focus item, which can be a search, a
trend, an observation, a sector, a demographic, a theme or a tag.
• Trendscapes contain the most recent observations connected to the focus
item and the most relevant trends
• Tags, sectors, demographics and themes are included to provide context
• The closer the bubble to the focus item, the more relevant it is
• Trendscapes focusing on a search contain only trends and observations that
are in the search results
• When you remove trends or observations, additional items from the
remaining content type are added to the Trendscape.
• When you remove sectors, demographics or themes, additional items from
the remaining attributes are added to the Trendscape.
• Removing tags from the Trendscape just hides the tags.
Note: Detailed rules for each type of Trendscape can be found at the end of this
document.
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IDEA HUNTING Kick-start your thought
process when faced with a
new project or investigating a
concept.
7
THE BIGGER PICTURE Get a bird’s eye view of your
subject area. Which concepts are
already being exploited? Which are
being ignored?
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WHERE NEXT? Understand what impacts your
brand, product or category and
how it changes over time
Step 1: Create a Trendscape from a search
● Visit trends.mintel.com
● Run a free text search for “luxury”
● On the search page filter the results to include just those with the sector “beauty”
● Click on the “View Trendscape” button
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Step 2: Explore the most common connections
● Review the most common tags, sector, demographic and theme for the trends and
observations in the Trendscape
● Key tags/values: Time Saving, Aesthetic, Premium and Indulgence
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Step 3: Explore the least common connections
● Change the tag connections toggle to “least common” to review the least common tags,
sector, demographic and theme for the trends and observations in the Trendscape
● Key tags/values with ‘white space’: Adventure, Control, Connected, Freedom
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Step 4: Brainstorm
● What do the tags, sectors, demographics and themes tell you about luxury beauty?
The Trendscape shows us that lots of recent innovation centres around making
luxury beauty products and experiences indulgent yet time-efficient
Spaces that are being underrepresented include innovation for men,
connectivity and the home.
● Decide if you want to focus on the white spaces, more established ideas or
something in between.
● Explore the observations. What do you see happening in your market? What is
happening globally?
From eliminating decision fatigue to expanding the availability of exclusive
experiences, innovation in beauty is making luxury more accessible to the
mainstream consumer.
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Step 5: Ideas for a new type of ‘luxury’ for beauty
Offering luxury beauty experiences at the click of a button
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Pop-up Parlours UK
In the UK Benefit Cosmetics is opening a pop-
up shop in London where consumers can book
appointments through an accompanying app
Step 5: Ideas for a new type of ‘luxury’ for beauty
Luxury exploration delivered straight to the home
Curated Beauty Box USA
Sephora has launched a subscription beauty
box sampling service—Play! by Sephora.
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Step 5: Ideas for a new type of ‘luxury’ for beauty
Luxury that surpasses the body to make the home beautiful too
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Making Mornings Bearable France
The Morning Company is a French start-up
creating high-end morning and bathroom
beauty products.
Step 1: Create a Trendscape from a search
● Visit trends.mintel.com
● Run a free text search for “protein”
● On the search page filter the results to include just those with the sector
“Drink”
● Click on the “View Trendscape” button
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Step 2: Explore the most common connections
● Review the most common tags, sector, demographic and theme for the trends and
observations in the Trendscape
● Key tags/values: Control, Expert, Choice, Simplicity
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Step 3: Explore the least common connections
● Change the tag connections toggle to “least common” to review the least common tags,
sector, demographic and theme for the trends and observations in the Trendscape
● Key tags/values with ‘white space’: Faith, Authenticity, Customisation and Adventure
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Step 4: Brainstorm
● What do the tags, sectors, demographics and themes tell you about how protein
drinks are positioned?
The Trendscape shows us that recent innovation and campaigns have been
targeted at the health conscious affluent crowd..
Areas with the least connections in most recent activity include the retail space
and positioning for Ethical/Environmental and Work and Play.
● Decide if you want to focus on the white spaces, more established ideas or
something in between.
● Explore the observations. What do you see happening in your market? What is
happening globally?
The focus is on creating an ‘expert’ and educational positioning of the benefits
of protein and then offering the flexibility to consume when convenient to their
busy lifestyles.
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Step 5: Ideas for positioning a new protein drink
Promote as a convenient way to boost their daily protein intake for busy
consumers
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Drink Your Breakfast UK
Launching in the UK in early 2015, Australian
breakfast drink Up & Go wants to provide real
nutrition for those on the move.
Step 5: Ideas for positioning a new protein drink
Go with a premium positioning highlighting the value to consumers
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Super Milk US
In the US, Coca-Cola is diversifying its drink
portfolio, by offering ultra-premium milk,
Fairlife.
Step 5: Ideas for positioning a new protein drink
Emphasise sustainability
Eat a Beer US
ReGrained is a US company that takes spent
grain from craft breweries and turns it into
healthy and sustainable granola bars.
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Step 1: Create a Trendscape from a search
● Visit trends.mintel.com
● On the search page select the tags that represent the values of your brand,
category or product
● Values associated with the Kit Kat brand: Convenience, Indulgence,
Playfulness, Sharing
● Save the search so you can run it periodically
● Click on the “View Trendscape” button
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Step 2: Explore the most common connections
● Review the most common tags, sector, demographic and theme for the trends and
observations in the Trendscape.
● Key tags/values: Empowerment, Control, Authenticity
● Check out the most relevant trends
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Transumers Consumers are spending more time
in transit. Commutes –as well as the
‘places in between’—offer new
marketing opportunities.
Open Diary Whatever happened to discretion?
Consumers are more comfortable
making private matters public than
ever before.
Straight to You Consumers are expecting products
and services to be brought directly to
them, whereeer they are.
Experience is All Retailers’ over-emphasis on speed,
convenience and price has led
consumers to crave experience
more than ever
Step 3: Explore the least common connections
● Change the tag connections toggle to “least common” to review the least common tags,
sector, demographic and theme for the trends and observations in the Trendscape
● Key tags/values with ‘white space’: Self-expression, Polarisation, Freedom, Happines0
● Check out the most relevant trends
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Who Needs Humans Automated technology has
machines increasingly replacing
people—for better or worse.
Play Ethic Work like an adult, play like a kid.
Fauxthenticity Consumers have grown more
comfortable with goods and services
that look, taste, sound or feel like the
real thing, even though they’re
known pretenders.
Life Hacking Consumers are seeking tools to help
them perfect their productivity.
Step 4: Brainstorm
● What do the tags, sectors, demographics and themes tell you about what is affecting
your brand?
Innovation for products and campaigns with the same values as those
associated with KitKat has seen strong emphasis on Women, in Food Service
and on Connectivity in general.
Areas that appear to be less exploited include those around making
connections for consumers who don't have the time our resources to 'Have a
Break' with loved ones.
● Check out the observations in your Trendscape or click through to trends that inspire
you to explore the observations.
● Refocus the Trendscape on any tags, sectors, demographics or themes that are
interesting.
● Move the bubbles around to create clusters for your ideas.
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Step 4: Brainstorm
The Kit Kat brand values Trendscape with observations
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Step 5: Inspiration from observations
Give consumers some ‘solo’ time out with a secret game
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Facebook’s Secret Game US
California-headquartered Facebook has a
secret game inside its Messenger app.
Step 5: Inspiration from observations
Facilitate consumers having a habitual break time with friends - even when
they are apart
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Running Together, Apart China
In China, running app Codoon has enabled
runners to participate in the Xiamen Marathon
without physically being there.
Fauxthenticity Consumers have grown more
comfortable with goods and services
that look, taste, sound or feel like the
real thing, even though they’re
known pretenders.
Step 5: Inspiration from observations
Create fun and 'fauxthentic' experiences by launching special flavours or
packaging for special events
Bucket over Bouquet UK
To mark Valentine’s Day in the UK, KFC
launched a romantic dinner date service.
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Experience is All Retailers’ over-emphasis on speed,
convenience and price has led
consumers to crave experience
more than ever
Step 6: Compare Trendscapes
● Download the snapshot of your Trendscape
● Come back every quarter or every 6 months to see the updated Trendscape using
your saved search and get a new snapshot
● Alternatively, use the time filter on the search results page to see how the
Trendscape changes going back in time
● Compare the Trendscape snapshots to see what has changed
● Other comparisons to keep in mind
● What values does your target market associate with your brand?
● What values are associated with your competitors?
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Trendscape Methodology: Search Focus
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RULES
1. Trendscape is focused on a search (all text and filters).
2. Display the most recent 12 observations from the search results.
3. Add the related trends for these observations, prioritising those most
relevant to the search criteria. Do not display more than 12 trends.
4. Add the 8 most relevant tags as well as the most relevant sector,
demographic and theme – the more connections a tag, sector, demographic
or theme has to the trends and observations displayed, the more relevant it
is.
Note: Trendscapes focusing on a search contain only trends and observations
that are in the search results.
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Trendscape Methodology:
Sector/Demographic/Theme Focus
36
RULES
1. Trendscape is focused on one sector, demographic or theme.
2. Display the most recent 4 observations linked to the focus item.
3. Add the top 3 trends for the focus item, as ranked by the Trends analysts.
Note: the complete list of ranked trends for each item can be found on the
sector / demographic / theme and region landing pages
4. Add the 2 most recent observations for each of the top 3 trends.
5. Add the related trends for the 4 most recent observations in rule 2.
6. Add the 8 most relevant tags as well as the most relevant sector,
demographic and theme – the more connections a tag, sector, demographic
or theme has to the trends and observations displayed, the more relevant it.
is.
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Trendscape Methodology: Tag Focus
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RULES
1. Trendscape is focused on one tag.
2. Display the most recent 5 observations linked to the focus item.
3. Add the related trends for these observations.
4. Add the 3 most recent observations for each related trend.
5. Add the 8 most relevant tags as well as the most relevant sector,
demographic and theme – the more connections a tag, sector, demographic
or theme has to the trends and observations displayed, the more relevant it
is.
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Trendscape Methodology: Trend Focus
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RULES
1. Trendscape is focused on one trend.
2. Display the most recent 6 observations linked to the focus item.
3. Add the related trends for these observations.
4. Depending on how many trends are displayed at this point, add between 4
and 9 of the most recent observations for each of the related trends.
5. Add the 8 most relevant tags as well as the most relevant sector,
demographic and theme – the more connections a tag, sector, demographic
or theme has to the trends and observations displayed, the more relevant it
is.
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Trendscape Methodology: Observation Focus
39
RULES
1. Trendscape is focused on one observation.
2. Display the most recent 6 observations linked to the focus item.
3. Add the related trends for the focus item.
4. Depending on how many trends are displayed at this point, add between 4
and 9 of the most recent observations for each of the related trends.
5. Add the 8 most relevant tags as well as the most relevant sector,
demographic and theme – the more connections a tag, sector, demographic
or theme has to the trends and observations displayed, the more relevant it
is.
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