The title of the report - Global Gamechangers – refers to mega trends, the global trends HMT has seen that are now merging into a shift, a tsunami of change, where nutrition as a holistic idea has the centre stage. And it boils down to a simple question - how do we feed the globe in a healthy and sustainable way? And this question leads to six critical questions for the future: about the role of Food for health and wellbeing; how the Resources will be managed; how to Produce healthier foods to the different needs and demands of the People on this planet; what role nutrition Science will have in leading the way and finally, how Technology can enable these changes. Each of these questions leads to a Nutrition Innovation Strategy showing the way forward.
“The Global Gamechangers are major drivers that challenge many of our current beliefs in the industry," said HMT Founder Peter Wennström. "They reach worldwide in impact and are forcing businesses in the nutrition industry to respond with new strategies in order to remain in the game. But for those who learn how to leverage these drivers there are vast opportunities in the marketplace. Probably the first important step is to stop thinking food and beverages and instead think nutrition!”
The report describes 19 trends connected to the Global Gamechangers and illustrates these with products and brand examples. But in order to better understand how to leverage the trends for brand innovation, the report introduces The Gamechanger Consumers – the trendsetters, whose trust you must win for your brand. This is a result of HMT ConsumerLab’s research cooperation with the University of Lund on the early adopter consumers “who will change everything”. The report will introduce the four different profiles of the early adopters with do’s and don’ts for how to bond with them through developing the right brand story.
This is also the reason why the report takes a closer look at some of the Gamechanger Brands. To understand the impact of trends on current business, it is critical to understand the role of Gamechanger Brands, who see it as their mission to change the game and bond with the Gamechanger consumer. The report gives examples of how they connect to a specific Innovation Strategy and bond with a specific Early Adopter Consumer segment.
Why a trend report from Healthy Marketing Team?
“We think it is not efficient enough to deliver a list of the new hot trends if you don’t know how to use them for your business. Therefore, this trend report will not only show you what is happening in the world of food and health but also why it is happening by understanding the consumer motivations behind the trends and finally how you can make the trends work for your brand innovation.”
The 2019 Global Gamechangers report will be available for order during first week of December on www.thehmt.com. Available to media on request to Mikael Theander.