Mintel Consumer Trends

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CONSUMER TRENDS FOR 2014

With Relevancy for Agency New Business

© 2014 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

Stacy Glasgow,Consumer Trends Consultant

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INTERNATIONALISM ON THE AGENDA

KEY TAKEAWAYS

INVESTING IN PREVENTION

LIFE, STREAMLINED

DRAWING THE DIGITAL LINE

AGENDA

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KEY TAKEAWAYS


LIFE, STREAMLINED


AGENDA

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mintel.com4.................................................................................................................................................See Mintel Inspire Trends: Patriot Games, Click & Connect,

Who are the Joneses? , Non-Standard Society

http://oxygen.mintel.com/sinatra/oxygen/display/id=239243?highlight%23hit1




SPORTING EVENTS BRING SPOTLIGHT TO HOST COUNTRIES

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High-profile international sporting events, such as the Sochi 2014 Winter Olympics and the

2014 FIFA World Cup Brazil, increase the possibility of global connections. The events offer

an opportunity to showcase local flavors, trends, and products in a range of goods.

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57% of US professional sports fans say they are loyal to a team that is not near where they live

“LOCAL”: REDEFINED

Source: Image: Chicago Tribune; Mintel Oxygen Report Marketing to Sports Fans – US – March 2013

http://oxygen.mintel.com/display/637615/

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VISA SHORTENS AN OLD SLOGAN

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http://www.nytimes.com/2014/01/13/business/media/visa-trims-slogan-to-expand-meaning.html?_r=1

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42% US adults love the idea of traveling abroad

Source: Mintel Oxygen Report Black Consumers and Travel – US – November 2013


mintel.com9.....................................................................................................................................................Source: Mintel Inspire Trend Observation Courier Network mintel.com9.................................................................................................................................................

COURIER NETWORK

Muber is a peer-to-peer service in which travelers can pick up special items for you while overseas

http://oxygen.mintel.com/sinatra/oxygen/display/id=697160


of US adults who have eaten ethnic food at home say they are confident in their ability to prepare it

of US ethnic food eaters who are parents say their children enjoy eating ethnic or international food

62%

66%

GETTING INTO ETHNIC FOOD

Source: Mintel Oxygen Report Ethnic Foods – US – January 2014


mintel.com11.....................................................................................................................................................Source: Mintel Inspire Trend Observation Home Cookening mintel.com11.................................................................................................................................................

HOME COOKENING

Cookening connects

travelers with local

hosts over home-

cooked meals to

encourage exploration

of local cuisines and

cultures




of spirit drinkers in the UK like to try drinks from other countries, such as sake, Chinese baijiu, or Brazilian cachaca

of spirits drinkers in the US would like to try drinks from other countries

of Chinese adults aged 20-49 who have purchased spirits would like to see Western spirits with packaging tailored to the local market

40%

43%

67%

SPIRITS SEE GLOBAL APPEAL

Source: Mintel Oxygen Reports Provenance in Food and Drink – UK – March 2013, Dark Spirits – US – October 2013, Spirits – China – September 2013

http://oxygen.mintel.com/display/657915/?highlight%23hit1



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Brewers Antares (Argentina) and Bierland (Brazil) are developing a beer together as part of a ‘World Cup 2014 Together for Beer Campaign’

Source: Mintel Inspire Trend Observation Together for the Beer

TOGETHER FOR BEER

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The definition of ‘local’ is evolving beyond one’s immediate surroundings to their now far-away hometown, ancestral roots, or simply to a place to which they feel a connection

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Coca Cola’s vending machines with 3D touchscreens enable customers in Lahore and New Delhi to wave, touch hands, draw a

peace sign, dance and share a Coke

Source: Mintel Inspire Trend Observation Vending Peace

VENDING PEACE

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The fourth ad in Skype’s ‘Family Portrait’ series features two teenagers, each born without a full left arm, who connected and became best friends through Skype

Source: Mintel Inspire Trend Observation Best Friends through Skype

BEST FRIENDS THROUGH SKYPE

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Bond is a bracelet that uses smartphone connectivity to allow long-distance couples to feel each other’s touch. Users can also

‘leave’ tickles at locations using Google Maps

Source: Mintel Inspire Trend Observation Can You Feel Me?

CAN YOU FEEL ME?

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People are seeing themselves as citizens of the world who are more conscious consumers by

supporting causes through shopping

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CHEERS FOR CHARITY

Shebeen Bar in Melbourne, Australia, was founded by two friends who spent time volunteering in Africa. The bar donates 100% of

its profits to development projects overseas

Source: Mintel Inspire Trend Observation The New Way to Donate, Shebeen.com.au mintel.com.................................................................................................................................................


http://www.shebeen.com.au/

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WHAT IT MEANS:

Think globally: even for local brands, new business pitches can tap into consumer aspirations of “everywhere”

Potential clients will want to position their mobile apps and other technology as social connection enhancers

Present brands with ways in which their consumers can easily be global, adventurous and charitable

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APPLICATION: Pick one client this trend most impacts

Write one point about the trend that would be relevant

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KEY TAKEAWAYS


LIFE, STREAMLINED


AGENDA

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LIFE, STREAMLINED

mintel.com22.................................................................................................................................................See Mintel Inspire Trends: Access All Areas, Cam Cam,

Second Skin, Mind Mapped, Make it Mine, The Suite Life








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Roles are being reversed and the products, information, and services find people – allowing them to more quickly move on

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More accessible – and even wearable – technology will provide people with

solutions to problems they weren’t even aware they had.

ACCESSIBLE & WEARABLE TECH MAKES LIFE MORE EFFICIENT


94% of US adults, 79% of US teens aged 12-17, and 25% of US kids aged 6-11 own cell phones

Source: Experian; Mintel Oxygen Report Mobile Phones – US – February 2014


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37% of US consumers are interested in

clothing with sensors that can detect disease, conditions, or ailments

WEARABLE HEALTH MONITORING FOR EVERYONE

Source: Mintel Oxygen Report Pharmaceuticals: The Consumers – US – January 2014; mintel.com16....................................................................................................................................................


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Bellabeat is a home monitoring system that will let expectant mothers track their baby’s in utero life

Source: Mintel Inspire Trend Observation The New Baby Monitoring

THE NEW BABY MONITORING

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The Mimo measures breathing, temperature, body position, and movement and reports data to a parent’s smartphone

A SMART SUIT FOR BABIES

Source: Mintel Inspire Trend Observation Smart Suits


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June is a bracelet from Netatmo that measures sun exposure and advises wearers how to protect their skin

Source: Mintel Inspire Trend Observation Sunny in June

SUNNY IN JUNE

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30% of US consumers would

like to try technology devices that track

exertion and progress, such as

Fitbit

WEARABLE FITNESS DEVICES CATCHING ON

Source: Nike; Mintel Oxygen Report Exercise Trends – US – October 2012; Mintel Inspire Trend Observation Constant Encouragement



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Electricfoxy’s The Move yoga suit tells the wearer how well each pose is being executed

Source: Electricfoxy; Mintel Inspire Trend Observation You’re Doing It Wrong

YOU’RE DOING IT WRONG

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Miami Ad School students have built ‘Sharma Shades’ – Ray Ban sunglasses with solar panels that can be used to power an iPhone

Source: Mintel Inspire Trend Observation Shades That Work

SHADES THAT WORK

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of US consumers agree that ‘having a smartphone allows me to multitask while having fun during my leisure time’

of US consumers who use nutritional food and drink do so because they are easy to consume on the go49%

40%

SEEKING CONVENIENCE EVERYWHERE

Source: Mintel Oxygen Reports Nutritional and Performance Drinks – US – January 2014, Millennials’ Leisure Trends – Us – February 2013’ In-Car Electronics: Entertainment and Navigation – US – August 2013

of drivers in the US say they would be interested in a car that is capable of driving itself in some circumstances

24%





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Mercedes-Benz has developed a digital drivestyle app that integrates with a Pebble smartwatch to display fuel, location and traffic information

Source: Mintel Inspire Trend Observation Car Power; Mercedes-Benz

CAR POWER

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Sharp has developed a Wi-Fi enabled digital cutting board prototype that helps users regulate portion size, by using scales and measurement areas

Source: Mintel Inspire Trend Observation Chop Chop

CHOP CHOP

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LG HomeChat will let users chat with – and control – their appliances

Source: Mintel Inspire Trend Observation Appliance Chat

APPLIANCE CHAT

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63% of US online shoppers agree that shopping online is more convenient than going to a store

CONVENIENCE IN SHOPPING

Source: Mintel Oxygen Report Online and Mobile Shopping – US – June 2013


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H&M’s 2014 Super Bowl David Beckham Bodywear ad enabled Samsung Smart TV owners to shop via their remotes

Source: Mintel Inspire Trend Observation Like My Undies?

LIKE MY UNDIES?

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Innovations in delivery technology are advancing discussion around the potential of delivery via drones — making next-day delivery a thing of the past

INNOVATIONS IN DELIVERY OPTIONS

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• Retail concepts like mobile in-store checkouts, sizing technology, smart appliances and mobile wallets help to keep people in stores.

TECH ALSO IS REVOLUTIONIZING RETAIL

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Gap is piloting a Reserve program that lets online shoppers request that items be set aside for them to try on in-store

Source: Mintel Inspire Trend Observation Ready and Waiting

READY AND WAITING

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Russia: Synqera has created a cashier platform that uses facial recognition and expression technology to offer discounts based on both a customer’s identity and current emotions

Source: Mintel Inspire Trend Observation Read My Mind

READ MY MIND

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The Nymi is a bracelet device that creates a secure ID from the wearer's unique heart rhythm

Source: Mintel Inspire Trend Observation Cross My Heart

THE BEAT THAT MY HEART CLICKED

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WHAT IT MEANS:

Brands will want to see pitches include ways to reach their consumers with information before they seek it

Incorporate wearable tech into pitch ideas, but ensure that it’s appropriate for the brand’s identity

Propose approaches to simplifying potential clients’ consumer-facing data into meaningful information that gets right to the point

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KEY TAKEAWAYS


LIFE, STREAMLINED


AGENDA

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DRAWING THEDIGITAL LINE

mintel.com45.................................................................................................................................................See Mintel Inspire Trends: Slow It All Down, Switch Off,

Locavore, Immaterial World






of US consumers are concerned that social networking sites display too much information about them

of US consumers are worried about the security of their personal information when paying with a mobile device

44%

81%

PRIVACY CONCERNS ARE GROWING

Source: Mintel Oxygen Report Living Online – US – July 2012, Mobile Payments – US – February 2012



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Researchers at Carnegie Mellon University have created SafeSlinger, an app that encrypts text messages so they cannot be read by cell carriers, Internet providers, employers or “anyone else”

Source: Mintel Inspire Trend Observation Backlash Innovation

BACKLASH INNOVATION

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IT’S SO PERVASIVE THAT PEOPLE NEED A BREAK

69% of US consumers said they need to set time aside to disconnect from being online

mintel.com48 Source: Mintel Oxygen Report Living Online – US – July 2012


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St. Vincent & The Grenadines: Hotel guests receive a discount for handing their devices over to reception

Source: Mintel Inspire Trend Observation Have a Break

HAVE A BREAK

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Spain: Mobile carrier Movistar has an app where one can ‘gift’ disconnection time to loved ones. If they accept, their phone locks for an allotted period.

Source: Mintel Inspire Trend Observation I Off You

I OFF YOU

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Brazilian beer brand Polar has created a Cell Phone Nullifier—a beer holder that stops any phone and internet connection within a 1.5-meter radius.

Source: Mintel Inspire Trend Observation Signal Blocking Beer

SIGNAL BLOCKING BEER

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While people will not abandon digitalization altogether, they will develop a need to know

when to unplug, and to reconnect with tangible and personal surroundings

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Findery allows users

to attach memories,

photos, notes and

insider information to

GPS locations.

Source: Mintel Inspire Trend Observation Tagged with Tips

TAGGED WITH TIPS

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FOR HOW YOU LIVE YOUR LIFE

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A smart fork from French designer Jacques Lepine vibrates and flashes when the user is eating too quickly

Source: Mintel Inspire Trend Observation Stick a Fork in It

HAPIFORK

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Sofia, Bulgaria: Amstel’s vending machine in Sofia, Bulgaria rewards passers by with a free beer if they can stand still for a three-minute period

Source: Mintel Inspire Trend Observation Stand Still

SLOW SELL

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France: A labor agreement between unions and employers’ federations requires employees to switch off their work phones after 6pm to re-establish work-life balance

Source: Mintel Inspire Trend Observation Clocking Off

CLOCKING OFF

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IN RETAIL STORES, EXPERIENCE IS ALL

56% of US consumers prefer

to shop in physical stores

mintel.com58 Source: Mintel Oxygen Report Online and Mobile Shopping – US – June 2013


mintel.com59.....................................................................................................................................................Source: northjersey.com, Crain’s Chicago Business

Intel opened its first physical pop-up stores for the 2013 holiday season

FROM ONLINE TO BRICK AND MORTAR

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http://www.chicagobusiness.com/article/20131126/NEWS07/131129828/intel-pops-up-with-first-shop-in-lincoln-park

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Nordstrom is tagging items in stores with the Pinterest logo to indicate which items are most popular on Pinterest

Source: Mintel Oxygen Report: Women’s Clothes Shopping – US – October 2013 mintel.com60

DIGITAL INSPIRATION + HANDS-ON SHOPPING

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Connection with the literal local encourages people to stop and enjoy the world around them


of US consumers who participate in local community activities do so because it gives them an opportunity to socialize with family, friends and community members

of US consumers say they try to buy local food items whenever they can

46%

62%

EMBRACING THE LITERAL LOCAL

Source: Mintel Oxygen Report Living Local – US – April 2013


mintel.com63.....................................................................................................................................................Source: Mintel Inspire Trend Observation Extended Label mintel.com63.................................................................................................................................................

EXTENDED LABEL

GreenScans turns a produce barcode into an extended label, complete with info about the farm that grew it and its growing practices, nutritional content, and recipes

http://oxygen.mintel.com/sinatra/oxygen/display/id=680465

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LIFE IS ABOUT CONNECTIONS

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The Good Gym in London uses runners to perform community tasks like helping with community projects and delivering items to isolated or less able people

SOURCE: MINTEL INSPIRE

Source: Mintel Inspire Trend Observation The Good Gym

THE GOOD GYM

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WHAT IT MEANS:

Potential clients will want to help consumers find a sense of digital balance, moderation and control

Pitches can touch on elements that help consumers slow down, relax, and take a digital break

Suggest methods to help brands simplify ingredients, packaging and brand interaction

Propose ways in which brands can turn consumers’ mundane moments of everyday life into awe-inspiring and memorable events



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KEY TAKEAWAYS


LIFE, STREAMLINED


AGENDA

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INVESTING INPREVENTION

mintel.com68.................................................................................................................................................See Mintel Inspire Trends: Prepare for the Worst, Help Me Help Myself,

Supernanny State, Why Buy, Without a Care, Hungry Planet








of US adults who are not retired say they are worried about how they will live when they get older

of US consumers are trying to add to their rainy day savings in the next 12 months80%

59%

FINANCIAL MATTERS STILL OF CONCERN

of US adults agree, “I don’t like the idea of being in debt”72%

Source: Mintel Oxygen Reports Consumer Attitudes Toward Debt – US – July 2013, Consumer Attitudes Toward Retirement Planning – US – November 2013, Consumers and the Economic Outlook – US – February 2014




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MOBILE

DIRECT MAILEMAIL

Source: Mintel Comperemedia

REINFORCE GOOD MONEY HABITS

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The iBAG was developed by Australia’s Credit Card Finder to highlight debt problems. It locks itself at peak shopping periods and texts friends when money is being spent

Source: Mintel Inspire Trend Observation Stop Spending

STOP SPENDING

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of US adults agree that the Patient Protection and Affordable Care Act is primarily a positive thing for the country

of US consumers say the act will increase their health insurance costs48%

41%

HEALTH COSTS A MAJOR CONCERN

of US adults agree that healthcare costs will have a negative impact on their ability to retire43%

Source: Mintel Oxygen Reports Health Insurance – US – July 2013, Consumers and The Economic Outlook – US – February 2013



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Dubai: Municipal officials gave residents a gram of gold – worth $45 – for every kilogram they lost during a 30-day challenge

Source: Mintel Inspire Trend Observation As Good As Gold

AS GOOD AS GOLD

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Moscow: A vending machine at Vystavochnaya station uses sensors to offer travelers tickets for free rides if they first do 30 squats in two minutes

Source: Mintel Inspire Trend Observation Tickets for Calories Burned

TICKETS FOR CALORIES BURNED

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STRIVING FOR A HEALTHY LIFESTYLE

of juice drinkers consume it to increase their servings of fruit or vegetables

of US consumers who take vitamins, minerals, or supplements do so to compensate for poor eating habits

49%

24%

Source: Mintel Oxygen Reports Juice and Juice Drinks – US – November 2013, Vitamins, Minerals, and Dietary Supplements – US – December 2013



mintel.com76.....................................................................................................................................................Source: Mintel Inspire Trend Observation Tricking Taste Buds

Food Scientists at the French National Institute for Agricultural Research are attempting to replace salt in food with “salty aromas.”

SALT ALTERNATIVES

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88%of US adults say maintaining a clean home is a good way to stay healthy

84%of US adults say it’s important to pay attention to unseen things such as germs and allergens when cleaning

HOUSE CLEANING INCLUDED AS PART OF HEALTHY LIVING

mintel.com16....................................................................................................................................................Source: Mintel Oxygen Report Cleaning the House – US – June 2013



People are learning from previous generations, family, or online connections, taking any misfortune to heart and making steps to try to avoid the same fate

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The PosturAroma is a necklace created by students from the University of Amsterdam that emits aromas at regular intervals to remind the wearer to stand up straighter and walk more confidently, as these subtle changes are supposed to reduce the chance of attack

Source: Mintel Inspire Trend Observation Safety Scent

SAFETY SCENT

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Thailand: Drive Awake is an app that directs sleepy drivers toward the nearest coffee outlet.

Source: Mintel Inspire Trend Observation Drive Awake

DRIVE AWAKE

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WHAT IT MEANS:

Inform potential clients on how they can provide their consumers with solutions to help them be prepared for whatever might come their way, including diet sensitivities, dry skin, and dirty counter tops

Be sure that pitches include some scientific backing for claims, to avoid any consumer skepticism

New business ideas can focus on brands helping consumers solve long-term issues in addition to short-term issues



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KEY TAKEAWAYS


LIFE, STREAMLINED


AGENDA


This year sees a continued increase of global connections through both experiences and technology.

WHAT WE THINK

Internationalism on the Agenda

More accessible — and even wearable — technology is providing people with solutions to problems they weren’t even aware they had.

Life, Streamlined

Increasingly, consumers seek to disconnect, protect their privacy, become more in tune with the world around them, and just enjoy the moment.

Drawing the Digital Line

Consumers are open to investing in solutions for both the present and future. Investing in Prevention

mintel.com84.....................................................................................................................................................© 2014 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

Stacy Glasgow,Consumer Trends [email protected]

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