HMT’s Global Gamechangers

2019

HowToMakeTheHealthTrendsWorkForYourBrand

TRENDS – CONSUMERS – BRANDS

PreviewofKeyHighlights[Pre-orderyourFullreportnow!]

Don’tmissthespecialHIEdiscountvalid

un6lDec12th!

ThistrendreportwillnotonlyshowyouWHATishappeninginthe

world of food and health but also WHY it is happening by

understanding the consumer moCvaCons behind the trends andfinally HOW you can make the trends work for your brand

innovaCon.

TRENDS + CONSUMERS = BRANDS

HowToMakeTheHealthTrendsWorkForYourBrand

Onthefollowingpageswewillshareapreviewofthefullreportstructure—>

HOW TO MAKE THE TRENDS WORK …for your Brand Innovation

TheFourFactorsBrandAccelera;onSystemwillhelpyou:

x

FourFactors®isthegloballyleadingconsumercentricinnova6onsystem.Itwillhelpyoutoconnecttrendswithcategoriesandconsumersegmentswithbrandsandproductsinoneinterac6vemodel. InthisreportwearefocusingontheLifestyleStakeholdersoftheFourFactors®modeliewherewefindtheemergingtrends,theearlyadopterconsumersandthenewbrandsandtheirproducts.

ThefourstakeholdergroupsintheFourFactors®BrandAccelera6onSystemmakeupthenutri6onmarket:

• ProvideSOLUTIONStotheEARLYMASSSTAKEHOLDERS.

• BecometheSTANDARDfortheLATEMASSSTAKEHOLDERS..

• TargettheCONDITIONoftheTECHNOLOGYSTAKEHOLDERS.

• Sa6sfytheWANTSoftheLIFESTYLESTAKEHOLDERS.

TheFourFactors®BrandAccelera;onSystemwillhelpyou:

4.PRODUCTIONwithNatural&TransparentProcessesTheChange:fromProcessedtoNaturalInnova;onStrategy:NATURALNUTRITION

2.PEOPLEareGeQngMore,Older&WealthierTheChange:FromOneViewtoMyViewInnova;onStrategy:INCLUSIVENUTRITION

1.FOODforHealth&WellnessTheChange:FromFueltoBuildingBlocksInnova;onStrategy:ACTIVENUTRITION

5.TECHNOLOGYEmpoweringConsumersTheChange:FromProductDriventoConsumer-DrivenInnova;onStrategy:i-NUTRITION

Basedonyears’ofexper6seintheindustry,wehaveiden6fiedsixglobalGamechangerscenteredonthefutureroleofnutri6onthatarere-shapingfundamentallythemarketplace.These“Macro-Trends”helptounderstandNewConsumerBehaviorsandNeed-Gaps

EachGamechangerisbringingaboutachangethatwehavedescribedbelow.AndeachchangewillpointtoanInnova6onStrategy,whichwehaveillustratedwithconnectedTrendsandInnova6onOpportuni6esexemplifiedbybrandsforinspira6onandideas.

HMT’S 6 GLOBAL GAMECHANGERS LINKED TO TRENDSOverviewofHMT’ssixglobalGamechangersthatarechangingthegameforthefuturenutriConindustry.Eachgamechangerisdrivinglocaltrends.Inthereportwedescribeandshowcase19trendsthatwill

impactyourbusinessin2019.

HMT’S 6 GLOBAL GAMECHANGERS …driving Local Trends

GAMECHANGERS 201919TRENDS

3.RESOURCESareGeQngScarceTheChange:FromSeeminglyUnlimitedtoLimitedInnova;onStrategy:SUSTAINABLENUTRITION

6.SCIENCEforaSmarterFutureTheChange:FromTreatmenttoPrevenConInnova;onStrategy:TARGETEDNUTRITION

1. Probio;cs2.02. LivetoTrain3. SugarBuster4. MentalEdge

5.LetKidsLead6.Pro-Ageing7.GenderRoles?

11.TheNakedTruth12.It’sAlive13.Food(R)evolu;on

14.Genera;onDIY15.GoTrackYourself!16.MyOnlineTribe

17.RootHealing18.FoodTherapy19.Longevity

8.Ac;vistEa;ng9.Upcycling10.PlantSupremacy

THE GAMECHANGER CONSUMER …will change everything

HMT’S 4 GAMECHANGING CONSUMER SEGMENTS:

The“Gamechanger”consumeristhetrendseZer:thepassionateconsumerwhoreads,shares,andexperimentswithnewproductsandinnova6ons.Theylaunchthetrendswhichwilllaterbeno6cedbytheearlyandlatemassmarkets.Onlybrandswhichtheycanbelieveinandbondwithwillgettheirsealofapproval.Wehaveiden6fied4keybeliefsystems;Self,Ethics,Heritage,andScience.

Thesearetheearlyadopterbeliefsystemsthatyouneedtoconnecttoinordertoconvertnewhealthscienceandtechnologyintonewandsuccessfulbrands.Thereportwilldemonstratehowbrandscanfinetunetheirstoriesinordertoforgethestrongestconnec6onwiththeseearlyadopters.The4consumerprofileshavebeendevelopedbyHMTConsumerLabincooperaConwithLundUniversity.

SELFismo;vatedbyhowaproductnourishesthemindividuallyandsupportsandindulgestheirself-image.“WhenIfeelgood,Iamthebestversionofmyself.Ienjoyspendingmoneytodiscovernewproductswhichaddvaluetomylife.Thebestproductsarethosewhichfeelindulgent,validatemychoices,andreflectmyaestheCcs.”ETHICSismo;vatedbythefeelingtheirpurchaseshavethepowertocreateposi;vechange.“Isupportbrandswithaclearmission,whotakeastand.Idon’tneedthingstobepre_yortrendy,andthoughIspendconservaCvely,Isupportcompanieswhoalignwithmybeliefsaboutwhatisright.Ionlyfeelgoodaboutpurchasesthatreflectmyvalues”SCIENCEexaltsresearchandinnova;onaboveallelse.Theywantproductsdevelopedatthebleedingedgeoftechnology.“Iwantthebestratedproducts,opCmizedtomyneeds.Ibuythingsthatmakesense,thatareproventhroughresearchandendorsedbyexpertslikeme.IfeelproudandvalidatedwhenIimplementnewinnovaConsintomypersonalpracCce.”HERITAGElookstothepast;tocultureandfolkwaystoinformtheirpurchases.Theywantproductswithstrong;estonature,locality,andtradi;on.“IbuyproductswithastoryIwanttoshare.Ispendmoneyonthingsrichinhistoryandculture,Iliketoknowwhomakesmyproducts,andwheretheycomefrombecausethisiswhatgivesthemauthenCcity.TheproductsIloveareconnectedtotradiConsIadmire.”

SELF

ETHICS

HERITAGE

SCIENCE

THE GAMECHANGER BRANDS …who accelerate change

INNOVATION STRATEGY + GAMECHANGER BRANDS:

1.ACTIVENUTRITION:GoodIdea(SE).Nomorelowornosugaralterna;ves!ThisChromiumandAminoAcidInfusedbeverageallowspeopletodisrupttheirownbodiesreac6onstosugar.

2.INCLUSIVENUTRITION:LapopoteCompagnie(FR).Helpkidsloveveggies,nomorePickyEaters!LetthechildbetheChef,re-inventveggiebasedrecipesintofavouriteformatsandadopthealthierhabits.

3.SUSTAINABLENUTRITION:Oatly(SE)TakeastandwithOatly!Oatlyhasposi6oneditselfandit'sproductsaggressivelyasanecologicallysustainablealterna6vetothestatusquodairyindustry.

4.NATURALNUTRITION:ProfusionOrganicLiving(U.K.)Naturalprocessesoverprocessing!Profusionfoodschangenaturally;theysprout,ferment,andevolveelimina6nganyneedforprocesseswhichdamagenutrientcomplexity.

5.I-NUTRITION:NestleWellnessandGenesisHealthcare(JP)Technologyforyou!Combina6onofDNAtes6ngandSocialMediatocreateacustomtailoreddailybeveragesupplementpack.Nomoreonesizefitsallsolu6ons!

6.TARGETEDNUTRITION:Thryve(US)Labscienceinyourpantry!Fromtes6ngtoprovidingpersonalfoodandsupplementblends,Thryvetransformsyournutri6ontostabilizeyourmicrobiome.SCIENCE

FOOD

PEOPLE

RESOURCES

PRODUCTION

TECHNOLOGYx

TounderstandtheimpactoftrendsonyourbusinessandthespeedoftrendsinthemarketyoumustalsounderstandtheroleofGamechangerbrandswhoseeitastheirmissiontochangethegameandwhobondwiththeGamechangerconsumertobringaboutthechangetheybothbelievein.

ForeachGamechangerwehaveiden6fiedbrandsthatbestrepresentthechange.AndforeachInnova6onstrategywehaveselectedexamplebrandsfromallovertheworldwithlinkstotheirwebsites.BelowaresixexamplesofGamechangerbrandsthatwillbeanalysedinthereport.

FIND THE SWEET SPOT …for your Innovation

Theambi6onofthisreportistohelpyoujointhedotsbetweentrends,consumersandyourbrandtofindthesweetspotforyourinnova6onandestablishthestar6ngpointforyourbrandinnova6onroadmap.

Above:Thisshowshowyoucanfindyoursweetspotbyplodngconsumersegmentswithtrendsandbrands.InthiscasewehavedemonstratedhowtheOatlybrandistarge6ngtheETHICSdrivenconsumerinitsimplementa6onoftheSUSTAINABLENUTRITIONSTRATEGY.

+ =SUSTAINABLE

NUTRITIONETHICS

CONSUMERGAMECHANGER

BRAND

CONTENT OF THE FULL REPORTThistrendreportwillnotonlyshowyouwhatishappeningintheworldoffoodandhealthbutalsowhyitishappeningbyunderstandingtheconsumermoCvaConsbehindthetrendsandfinallyhowyoucanmaketrendsworkforyourbrandinnovaCon.

WHATISHAPPENING:6GAMECHANGERS-19TRENDSTheGlobalGamechangersLeadToInnovaConOpportuniCes• Introduc6onoftheSixGlobalGamechangers–themacrotrendsforthenutri6onindustry.

TheGlobalGamechangers.SixMegatrendslinkedtotheissuesaround:Food/People/Resources/Produc6on/Nutri6onScience/Technology.FactsandConsumerInsightsbehindeachGlobalGamechanger.

• Innova6onStrategyforeachGamechanger.OldwayvsNewway:exampleofhoweachInnova6onStrategyisimplementedwithanalysedbrandexamples.

• TrendslinkedtoeachGamechanger.Descrip6onof19emergingtrendsin2019withcommercialpoten6al.

• Innova6onopportuni6esfromeachtrend.BrandexampleslinkedtoInnova6onOpportuni6es.

WHYISITHAPPENING:THEGAMECHANGERCONSUMERSTheGamechangerConsumerWhoseTrustYouMustWinForYourBrand• NEW!Introduc6onofnewresearchfromHMT’sConsumerLabincoopera6onwithLundUniversityonthemo6va6onoftheearlyadopterconsumer“whowillchangeeverything”andwhosetrustyoumustwinforyourbrand.

The4profilesoftheEarlyAdopterConsumer.Selfmo6vated/Ethicsdriven/Sciencefocused/Heritageseeker.

Howtobondwiththemthroughdevelopingtherightbrandstory.TheDo’sandDon'tsforeachearlyadoptersegment.

HOWTOMAKETHEHEALTHTRENDSWORKFORYOURBRANDFindtheSweetSpotforyourInnovaCon

Howtoiden6fythesweetspotforyourinnova6on,connecttrendswithconsumersandyourbrandforyourmarket.Extra:AnalysisofGamechangerBrandsandhowtheyconnecttoaspecificInnova6onStrategyandbondwithaspecificEarlyAdopterConsumersegment.

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