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Objectives of the Consumer Lifestyle TrendsProgramme

A framework for makingsense of change in thesevolatile and fast-changing times.

An approach that bringsconsumers to the heart of thebusiness decision making.

A driver of more future-focused marketing.

A systematic approach toidentifying new opportunitiesand threats.

A source of inspiration and aspur for innovation.

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The Consumer Lifestyle Trends

“I am looking for productsand brands that are real,

authentic and honest,because I know I can trust

what's in them and wherethey come from”

“I like to pursue bettervalue, to help maintain my

lifestyle and to get themost from the money I

have”

“I want a balancedapproach to health and

wellness, to have greatercontrol through the choices

I can make”

“I am mindful that I needto live more responsibly; I

want to make betterchoices that make a

difference without havingto compromise”

“I want to get moreenjoyment from the simple

things in life; to haveexperiences that add more

fun and meaning”

“I want to manage mybusy life and make surethat I am at my best for

whatever the day presents”

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Introducing thetrends

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“I want to stay in control of my busy life and make sure that Iam at my best for whatever the day presents”

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HOW IS THE SUB-TREND EVOLVING?Simple by design

Solutions that reducecomplexity and save time

FROM

TOWARD

Pre-steamedvegetables, Brazil

Innovativecookware, Spain

Marinated meatportions, Australia

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Sub trends: Accessible luxury

•Luxury items at more everyday prices.

Posh potatoes, Spain

Patatas Bilbas is a make of potatoes soldthroughout Spain and Portugal. Thepotatoes are cleaned and boxed for the truepotato connoisseur.

Products created by top chefs in thesupermarket, UK

A few famous chefs such as PaulRankin (from Ready Steady Cook) havecreated ranges to be sold insupermarkets, based on their ownrecipes. They are affordable for theaverage shopper but still feel a little bitspecial due to their appealingpackaging and the fact that theproducts are created and endorsed bythe chefs themselves.

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HOW IS THE SUB-TREND EVOLVING?Guided choice

Ways to make good choicesmore quickly and easily

FROM

TOWARD

Vending machinetells you the best

drink is for you,Japan

Supermarketorganised by meal,

FranceBarcode scanningapps, Germany

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HOW IS THE SUB-TREND EVOLVING?Peak performance

Managing physical and mentalperformance during the day

FROM

TOWARD

Protein drink forslow release

energy, Japan

Inhalable energyshot delivers, USEnergy drink for different

times of day, US

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POINTS TO PONDER

Consumer Shopper

• How might improvements to on-packinformation help people to makepurchase decisions more easily?

• What ingredients can be added to makemeals that improve mood or rechargingthe mind?

• How can you offer more sophisticatedenergy benefits in your products?

• How can you demonstrate quality andexperience of products in virtualenvironments?

• How can you use technology to helpconsumers find your products?

• Are there better ways of organisingproducts in-store that will help people tofind the ones they need or, createnutritional meals more easily?

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“I want to get more enjoyment from the simple things in life;to have experiences that add more fun and meaning”

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HOW IS THE SUB-TREND EVOLVING?Fun and Play

Enjoyment through fun andplay

FROM

TOWARD

Juice drinks doubleup as buildingblocks, Mexico

Frozen yogurtbrand Yogoberry

organises freewater balloon

fight , US

Rowntree’s Randomsencourages a more random,fun life, GB

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HOW IS THE SUB-TREND EVOLVING?Enhanced Sensations

Desire for intensified sensoryexperiences

FROM

TOWARD

Augmented realitytechnology to tasteand hear fireworksas you eat candy,

Japan

‘Alchemical larder’taste-enhancers to

stimulate the senses,GB & USPalate-altering berry

changes perceptions oftastes, US

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POINTS TO PONDER

Consumer Shopper

• Can you encourage people to be moreinvolved in the design or productionprocess around your products or brands?

• How can you address people’s risingexpectations around the multi-sensorialexperiences products deliver?

• Can you encourage people to strive fornew passions or achievements in theirlife?

• How can retail spaces be used tocreate a 360 degree sensoryexperiences for shoppers?

• Is there an opportunity to getshoppers more involved in the designor production of a product or serviceat the point of purchase?

• How can retail design and layout makeshopping a more social experience?

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“I am mindful that I need to live more responsibly; I want to makebetter choices that make a difference without having to compromise”

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Reducing the wasteful results ofconsumption

FROM

TOWARD

HOW IS THE SUB-TREND EVOLVING?War on waste

Smart fridge keepsfood fresh longer and

tells consumerswhich items areabout to go off,

South Korea

Traffic-light style foodlabel indicates

freshness moreefficiently than use bydates, helping reduce

food waste, UK

Mos Burger recycles used oiland food rubbish into plantfood, Japan

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POINTS TO PONDER

Consumer Shopper

• How could you encourage or facilitatepeople to use less resources in theireveryday lives?

• How could you help people to reduce theamount of waste they create?

• Could you make it easier for people tounderstand the carbon and climateimpact of your products?

• What local causes could your brandssupport?

• How can you better align with ordemonstrate your sustainabilitycredentials to retailers?

• How can sustainability commitmentsbe effectively communicated toshoppers in store?

• What elements of your retail model bemade more sustainable?

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“I like to pursue better value, to help maintain my lifestyle andto get the most from the money I have”

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The rise of specialist advisers andpeer reviews for all consumptionmatters

FROM

TOWARD

HOW IS THE SUB-TREND EVOLVING?Counselled consumption

Real time ethicalshopping guidance,

US

Crowd sourced giftrecommendations based

on recipients interests, USCocktail Advisor users enterin their preferred tastes tocome up with suggestions ofcocktail recipes, US

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Sub trends: Short-cut language

Finding quicker ways to communicate

The founders of Grapedistrict in Amsterdamdecided to simplify the often overwhelmingtask of choosing a wine. They do notcategorise their wines by dates or countries,but instead in terms of moods and tastes. Forexample, for an evening full of goodconversation you can choose something fromthe ‘Deep’ shelf. Or for something fresh andthirst-quenching you can choose from the‘Easy’ category.

Simplified wine labelling, The NetherlandsMum-friendly drink cartons, UK

Asda’s ‘great stuff’ kid’s range is popularwith mums because of its clear and funlabelling. Important points such as ‘noadded sugar’ are bright and clearly visible,and hand-drawn arrows point outexplanations of ingredients.

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POINTS TO PONDER

Consumer Shopper

• How can you be more transparentabout the costs that make up the priceof your products to demonstrate valueto consumers?

• Can you communicate the tangiblebenefits your products deliver topeople?

• Do you have a clear understanding ofwho your consumers go to and rely onfor purchasing guidance and advice?

• How can you reduce the risk of purchasefor people by providing in-store andonline sampling and visualisations?

• How can you take advantage of location-based technology to provide people withreal time and tailored information aboutproducts and promotions when they areon the move?

• Could you provide shoppers with accessto peer or expert reviews of products atthe point of purchase, or on shelf?

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“I want a balanced approach to health and wellness, to havegreater control through the choices I make”

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HOW IS THE SUB-TREND EVOLVING?Proactive prevention

Proactively defending the bodyagainst future disease and illnessthrough healthier choices

FROM

TOWARD

Alzheimer's drinkprevents memory

loss throughnutrients, US

Drinks with added luteinfor improving and

safeguarding long termmacular health, Japan

Antioxidant enrichedcoffee allows people toboost their body’sdefenses, Thailand

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HOW IS THE SUB-TREND EVOLVING?Finding balance

Looking for emotional and mentalbalance via nutrition and lifestyle

FROM

TOWARD

Coffee brand servesup free drinks and

experiences in “feelgood” café, Canada

Mood tracking appsmonitor emotional

wellbeing throughout theday, Global

Delo bottle capsdispenses vitamins intowater, France

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HOW IS THE SUB-TREND EVOLVING?Good start

Ensuring children get the beststart in life

FROM

TOWARD

Nestlé’s range ofprobiotics for kids,

US

Food educationclasses for kids,

JapanSubscriptionservice offerslocal organicbaby food, US

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POINTS TO PONDER

ShopperConsumer

• How might your products offerpreventative health benefits as part ofeveryday meals?

• What benefits could you offer to helppeople maintain emotional wellbeing?

• Are there ways you could provide a foodor drink solution to an aspect of beautyand personal care not normally managedorally?

• What are the issues of most concern toparents when it comes to child nutrition?

• How can retail environments becomea destination to escape to forshoppers?

• How might retailers look to take thestress out of shopping and promote amore calming experience – throughlight, sounds, smells etc.?

• What are the implications of food andpharma blurring for retailers? What isthe likelihood of a ‘functional foodaisle’ in the near future?

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“I am looking for products and brands that are real, authentic andhonest, because I know I can trust what's in them and where they

come from”

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Sub-trends: Back to basics

Slow Food Festival, Australia

The festival is part of the Slow Foodmovement, started in Italy in 1986, inresponse to the negative impact ofmultinational food industries. It is all aboutusing local seasonal produce, restoringtime-honoured methods of production andpreparation, encouraging ethical treatmentof animals and promoting environmentallysustainable methods. They now have80,000 member restaurants in more than100 countries.

The two-weekTaste Of Slowfestival includesclasses, dinners,discussions andtastingopportunities, andthe chance toexperience"produce, pleasureand provocation.“

•How things used to beThe local foods wheel, US

This cardboard food wheel is designedto tell shoppers which foods are inseason when in the San Francisco Bayarea. By using it, shoppers can plantheir meals around the best, freshestproduce at any time of the year.

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HOW IS THE SUB-TREND EVOLVING?Behind the scenes

Transparency as a mark ofquality and trust

FROM

TOWARD

Each pig has aface, for quality

and toencourage less

meatconsumption

Germany

Via webcams,consumers canwatch thevegetables growon the HarrodsAllotment in realtime, GB

Chicago’s first boutiquedistillery since the days

of prohibition,produces handcrafted

spirits from scratch, US

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HOW IS THE SUB-TREND EVOLVING?Passion for place

Growing interest in origin as amark of quality and authenticity

FROM

TOWARD

Bar only sellssandwiches filled

with protecteddesignation of

origin products,Spain

Piacentinu Ennesecheese is 1000th

product to receive EUDOP protection forunique origin and

attributes, Italy

Nudo allow you toadopt an olive treein Italy and secureyour year’s supply,GB

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• How can you tap into the growingconsumer desire to make things fromscratch?

• What traditional ingredients or processescan you revive to give a sense ofauthenticity to your brands?

• What could you do to highlightingredients in your products which areparticular to certain regions of yourcountry?

• How might you better use seasonalingredients in your products?

• What could you do to bettercommunicate the specialist skills ofyour producers and employees (e.g.in-store butchers)?

• How can you better use packaging ordisplay materials to get theauthenticity of you produce across?

• How can you use your website orwebcams to give shoppers a betterlook into your production processes?

POINTS TO PONDER

Consumer Shopper

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Any questions?