Trends Impacting FMCG in 2013 & Beyond

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I will be giving a series of talks this week in Costa Rica on culture mapping and innovation related to FMCG. Part of the series is a review of key trend themes impacting the industry. Here is a …

I will be giving a series of talks this week in Costa Rica on culture mapping and innovation related to FMCG. Part of the series is a review of key trend themes impacting the industry. Here is a summary of that talk. Special thanks to Marie Tupot for her brilliant research and crucial collaboration.

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  • 1. scenarioDNA connecting brands to culture|Trends Impacting FMCG in2013 & Beyond1
  • 2. scenarioDNA connecting brands to culture| 2GROWLERSSMALL BATCHLESS WASTEBETTER FOR YOUCRAFT BREWSASIAN CONCIERGEFLAVORREADY TO DRINKCHEAPENERGYWATERTECHNOLOGY12345678910111213
  • 3. scenarioDNA connecting brands to culture| 3LESS WASTEby-products3-D printingdissolvable packagingedible skinstransforming canssharingwe’re getting ever more clever in our attempts to reduce waste.1
  • 4. scenarioDNA connecting brands to culture|NO INGREDIENT WASTEDCulinary team at the Fairmont Hotel, Pittsburgh, makes guest soap from tallow (beef fat).4LESS WASTEby-products1
  • 5. scenarioDNA connecting brands to culture|MADE EXACTLY TO SPECIFICATIONSugar Lab, Silver Lake, CA, prints 3-dimensional sugar cake toppers for wedding cakes.5LESS WASTE3D printing1
  • 6. scenarioDNA connecting brands to culture|PACKAGING DISAPPEARS AS PRODUCT IS USEDDesigner Aaron Mickelson’s Disappearing Package project raises the bar for expectations.6LESS WASTEdissolvable packaging1
  • 7. scenarioDNA connecting brands to culture|BIODEGRADABLE SKINS RETAIN MOISTUREDavid Edward’s WikiCells protect soft skins with hard shells that are completely edible.7LESS WASTEedible skins1
  • 8. scenarioDNA connecting brands to culture|PEEL OFF LIDS TRANSFORM CAN INTO CUPTopless beer cans with 360 Lid were debuted by Sly Fox Brewing Company, Pottstown, PA.8LESS WASTEtransforming cans1
  • 9. scenarioDNA connecting brands to culture|SPLIT-CAN DESIGNCoca-Cola’s new can splits in half so you can really share.9LESS WASTEsharing1
  • 10. scenarioDNA connecting brands to culture| 10cansBIG c-store cansnano incubatorsTV entertainmentexclusive brewsevolving beyond cult status craft brews are in demand.CRAFT BREWS2
  • 11. scenarioDNA connecting brands to culture|CANS LOSE THEIR STIGMA, OPEN TO CRAFT BREWSSam Adams introduces can with new profile and larger opening to savor aroma and flavor.11CRAFT BREWScans2
  • 12. scenarioDNA connecting brands to culture|LARGER CANS FOR C-STORE CRAFT DRINKERSHawaii’s Kona Brewing launches Longboard Island Lager in versatile 24-ounce cans.12CRAFT BREWS24 oz cans2
  • 13. scenarioDNA connecting brands to culture|INCUBATING NANO BREWERSMarz Community Brewing, Chicago, from Maria’s Bar owners, incubates home brewers.CRAFT BREWSnano213
  • 14. scenarioDNA connecting brands to culture|CRAFT BREWS GET A TV SHOWEsquire Network debuts Brew Dogs with evangelists Watt & Dickie visiting US beer towns.14CRAFT BREWSentertainment2
  • 15. scenarioDNA connecting brands to culture|SIGNATURE BREWS FOR EVENTSChipotle partners with local brewers to produce farmhouse ale for Cultivate festivals.15CRAFT BREWSexclusives2
  • 16. scenarioDNA connecting brands to culture| 16accessconveniencepressurizedergonomicnon-beerconcept of bringing local swag back home is growing into an art and science.GROWLERS3
  • 17. scenarioDNA connecting brands to culture|CONSTANT ROTATION BRINGS SURPRISESEver-changing brews on tap at the BevMo chain aren’t always bottled by brewers.17GROWLERSaccess3
  • 18. scenarioDNA connecting brands to culture|SMALL FORMAT STORES INTRODUCE GROWLERSThe Craft Beer Exchange is featured by Sunoco’s APlus convenience stores.18GROWLERSconvenience3
  • 19. scenarioDNA connecting brands to culture|INNOVATIONS MAINTAIN QUALITY AT THE TAPPressurizing nozzles at Oregon’s Tin Bucket let growler brews stay fresh until opened.19GROWLERSpressurized3
  • 20. scenarioDNA connecting brands to culture|GROWLER DESIGN GETS INSPIREDIndustrial designer Herald Ureña attempts at improving the traditional growler itself.20GROWLERSergonomic3
  • 21. scenarioDNA connecting brands to culture|COCONUT WATER ON TAPHarmless Harvest dispenser lets you refill 32-oz. reusable glass growlers.21GROWLERSnon-beer3
  • 22. scenarioDNA connecting brands to culture| 22vintageclassesnot just spiritsspin-off brandsreal honest flavorlimited editions grow increasingly micro yet gain quick adoption.SMALL BATCH4
  • 23. scenarioDNA connecting brands to culture|RETURN TO LEGENDARY SPIRITSFog’s End in Monterey, CA, makes award-winning 100-proof Moonshine and 90-proof Rye.23SMALL BATCHvintage spirits4
  • 24. scenarioDNA connecting brands to culture|CONSUMERS GET HANDS-ON LEARNINGDistilled Spirits Epicenter in Kentucky is on a mission to teach people about quality.24SMALL BATCHclasses4
  • 25. scenarioDNA connecting brands to culture|COLD BREW COFFEE CATCHES ONGradys New Orleans–style coffee concentrate is brewed and bottled in Brooklyn, NY.25SMALL BATCHnot just spirits4
  • 26. scenarioDNA connecting brands to culture|CORE LINES SPIN OFF SMALL BATCH BRANDSSmokers were more intrigued by Viaje Cigar’s limited editions, such as Skull & Bones.26SMALL BATCHspin-off brands4
  • 27. scenarioDNA connecting brands to culture|SMALL BATCH FOODS RETURN TO SUBTLETYWondermade, Orlando, FL, makes one-inch marshmallows with cane sugar and natural flavor.27SMALL BATCHreal, honest flavor4
  • 28. scenarioDNA connecting brands to culture| 28low caloriesoy-free, dairy-freepreservative-freeenhancersraw, in balancehealthy on the gowe’re recognizing that there is an ebb and flow to eating healthy.BETTER FOR YOU5
  • 29. scenarioDNA connecting brands to culture|NATURAL SWEETENERS BLEND FOR LOW-CALNatural Jones is a 30 calorie per bottle soda sweetened with sugar, erythritol and stevia.29BETTER FOR YOUlow calorie5
  • 30. scenarioDNA connecting brands to culture|ALMOND MILK = SOY-FREE, DAIRY-FREECalifia Farms introduced its iced coffee with almond milk line in three flavors.30BETTER FOR YOUalmond milk5
  • 31. scenarioDNA connecting brands to culture|PRESERVATIVE-FREE NATURAL ENHANCERSVitamin Squeeze water enhancers are all natural, delivering vitamins, energy, weight control.31BETTER FOR YOUnatural enhancers5
  • 32. scenarioDNA connecting brands to culture|RAW, IN BALANCEMoon Juice in Venice, CA, supports all raw diets from die-hard to intermittent.32BETTER FOR YOUraw5
  • 33. scenarioDNA connecting brands to culture|ON-THE-GO EATING SHIFTS FOCUSGreen Giant well known for its frozen vegetables launched a snack line of veggie chips.33BETTER FOR YOUon-the-go snacks5
  • 34. scenarioDNA connecting brands to culture| 34ginger aromasimple namingreusable packagingkawaiitraditional Chinesemedicineexotic flavors, fun techniques and traditional practices are intriguing.ASIAN6
  • 35. scenarioDNA connecting brands to culture|WHISKY CAPTURES REGIONAL FLAVORYamazaki dates back to 1923. Its 1984 vintage has spiciness of ginger and incense.35ASIANflavor6
  • 36. scenarioDNA connecting brands to culture|EASY TO SAY AND REMEMBER NAMESSmall Sake contemporary rice wine is from Hong Kong-based Swede Pontus Karlsson.36ASIANsimple naming6
  • 37. scenarioDNA connecting brands to culture|REUSABLE PACKAGING IS TRADITIONA plastic bag alternative, Furoshiki from Japan Store are versatile and water repellent.37ASIANtradition6
  • 38. scenarioDNA connecting brands to culture|CUTE THINGS ARE MESMERIZING300 limited edition Hello Kitty melons from Furano Melon, Japan, were sold online for $50.38ASIANkawaii6
  • 39. scenarioDNA connecting brands to culture|TRADITIONAL CHINESE MEDICINESwiss-based WILD collaborated with Beijing experts and ITM to create efficacious TCM blends.39ASIANherbology principles6
  • 40. scenarioDNA connecting brands to culture| 40serious spiritssimplicitysavoryspicy srirachadashes of flavorsolid flavor that enhances, rather than overpowers, is critical.FLAVOR7
  • 41. scenarioDNA connecting brands to culture|REAL SPIRITS, NOT MASKED WITH FLAVORSeattle’s Oola operates a grain-to-glass mantra featuring raw spirits and local herbs.41FLAVORserious7
  • 42. scenarioDNA connecting brands to culture|STRAIGHTFORWARD TASTESTejavas microbrewed iced black tea is unsweetened, made from handpicked Java tea leaves.42FLAVORsimplicity7
  • 43. scenarioDNA connecting brands to culture|AUTHENTIC TASTESDorito’s Intense Pickle Chips are equal parts savory and sour, a departure from saltiness.43FLAVORsavory7
  • 44. scenarioDNA connecting brands to culture|SRIRACHA, THAI HOT SAUCE IS A FAVORITEJ&D’s all natural Sriracha flavored popcorn.44FLAVORspicy7
  • 45. scenarioDNA connecting brands to culture|FLAVOR THAT DOES NOT OVERWHELMWonderful Pistachios offers dashes of salt & pepper and sweet chili flavors.45FLAVORdashes of flavor7
  • 46. scenarioDNA connecting brands to culture| 46lager blendsfresh squeezedinfusionsfrozen classicslow cal, no carbonationnew introductions are raising quality expectations of RTD category.READY TO DRINK8
  • 47. scenarioDNA connecting brands to culture|NEW TASTES TO NEW AUDIENCESMike’s authentic Shandy is a blend of Mike’s Hard lemonade and crisp golden lager.47READY TO DRINKlager blends8
  • 48. scenarioDNA connecting brands to culture|FRESH SQUEEZEDSoleil Mimosa dates back to 1980’s as a wine juice blend. New can version is effervescent.48READY TO DRINKfresh juices8
  • 49. scenarioDNA connecting brands to culture|100-CALORIE INFUSIONSBlue Monkey Coconut Coffee drink is a coffee-infused coconut milk beverage.49READY TO DRINKinfusions8
  • 50. scenarioDNA connecting brands to culture|“FREEZE AND SQUEEZE”Diageo’s Parrot Bay frozen drinks experienced explosive growth in the US.50READY TO DRINKfrozen classics8
  • 51. scenarioDNA connecting brands to culture|IT’S NOT JUST THE CALORIESSlim Lizzys low calorie cocktails have no malt and no carbonation, so no belly bloat.51READY TO DRINKlow calorie, no carbonation8
  • 52. scenarioDNA connecting brands to culture| 5299 cent energydollar menusdollar soft drinksdollar snacksflexible menusvalue items give customers a palatable base to start with.CHEAP9
  • 53. scenarioDNA connecting brands to culture|AFFORDABLE ENERGYDouble Cola’s Quad Energy has most of the same ingredients found in typical energy drinks.53CHEAP99 cent energy9
  • 54. scenarioDNA connecting brands to culture|LOW BUDGET ALL AROUNDRobotic radio ads for Taco Bells Dollar Menu were produced for a dollar by Deutsch/LA.54CHEAP$19
  • 55. scenarioDNA connecting brands to culture|ON TAP SOFT DRINKSWhile McDonald’s dollar menu is being revisited, its Dollar Drink Days are doing well.55CHEAPon tap9
  • 56. scenarioDNA connecting brands to culture|LATIN-INSPIRED HOT FOOD SNACKS7-Eleven’s breakfast empanada bites are three for $1, following success of mini tacos.56CHEAP3 for $19
  • 57. scenarioDNA connecting brands to culture|CORE ITEMS SET THE BASELINEWendy’s Co. rolled out its Right Price Right Size menu earlier this year.57CHEAPflexible9
  • 58. scenarioDNA connecting brands to culture| 58faster efficacyeat your energyorganic energyenduranceroutine joltsthe search for faster, healthier, more sustainable energy boosts continues.ENERGY10
  • 59. scenarioDNA connecting brands to culture|FASTER EFFICACYA pack of Java Gum delivers up to five times faster than energy shots.59ENERGYspeed to efficacy10
  • 60. scenarioDNA connecting brands to culture|“EAT YOUR ENERGY”Arma’s Energy SNX lines includes tortilla mix with caffeine, taurine, vitamins, protein.60ENERGYsnacks10
  • 61. scenarioDNA connecting brands to culture|ORGANIC ENERGYHi-Ball is the first energy-infused organic coconut water.61ENERGYcoconut water10
  • 62. scenarioDNA connecting brands to culture|FAST AND LONG LASTINGBody Glove’s SURGE raises energy levels and improves mental focus with 35% less caffeine.62ENERGYendurance10
  • 63. scenarioDNA connecting brands to culture|MORNING JOLTColgate filed a patent to allow chemicals (caffeine is one) to be embedded in toothbrushes.63Image via mbsurf/FlickrENERGYin everyday routines10
  • 64. scenarioDNA connecting brands to culture| 64filter changingroutinesreusable bottlesreusable strawscanned & sparklingoxygenatedthe fundamental beverage strives for perfection.WATER11
  • 65. scenarioDNA connecting brands to culture|BUILDING A FILTER-CHANGING ROUTINEWater-filtering carafe by Soma, San Francisco, comes with a filter subscription.65WATERbuilt-in reminders11
  • 66. scenarioDNA connecting brands to culture|MOVING BEYOND DRINK AND TOSSFred Water encourages customers to refill its BPA and phthalate-free water bottles.66WATERrefillable bottles11
  • 67. scenarioDNA connecting brands to culture|REFINING WATER CONSUMPTIONFiji water reusable straws to swap with original cap are BPA free and dishwasher safe.67WATERelegance11
  • 68. scenarioDNA connecting brands to culture|CANS VS GLASS BOTTLESLaCroix flavored sparkling water in a can is calorie, sweetener and sodium free.68WATERcanned11
  • 69. scenarioDNA connecting brands to culture|HIGH OXYGEN HELPS BODIES DETOXIceland’s SNO water is filtered by volcanic rock and proven to have high oxygen content.69WATERoxygen11
  • 70. scenarioDNA connecting brands to culture| 70indicatorsmonitorscrowdsourcingcuratedwayfindingtechnology helps maintain quality and helps us find product.TECHNOLOGY12
  • 71. scenarioDNA connecting brands to culture|VISUAL CUESIce cubes on Coca Cola can turn blue when perfectly chilled.71TECHNOLOGYindicators12
  • 72. scenarioDNA connecting brands to culture|TRANSPARENCY OF INFORMATIONSuja uses TempTrip technology to assure its shipping temperature remains below 40 degrees.72TECHNOLOGYmonitoring12
  • 73. scenarioDNA connecting brands to culture|CROWDSOURCED DATATaplister app is a source for real-time crowdsourced tap lists and beer menus in the US.73TECHNOLOGYcrowdsourcing12
  • 74. scenarioDNA connecting brands to culture|INSPIRED INFORMATIONShft and Ford team up for app that finds healthy foods no matter where you motor.74TECHNOLOGYcurated wayfinding12
  • 75. scenarioDNA connecting brands to culture| 75subscriptionsvirtual shoppingoff-site storagewelcome desksiPad self serviceservices make life easier and give us access to new unexpected things.CONCIERGE13
  • 76. scenarioDNA connecting brands to culture|MONTHLY DISCOVERIESJulibox sends two curated cocktails each month with ingredients to make two of each.76CONCIERGEsubscriptions13
  • 77. scenarioDNA connecting brands to culture|VIRTUAL SHOPPING MAKES SHOPPING EASIERSubway riders in S. Korea scan items to be sent directly home from Homeplus grocery store.77CONCIERGEgoing where the people are13
  • 78. scenarioDNA connecting brands to culture|BREAKING THE SPACE BARRIERSSeattle’s Phenol55, off-site wine storage, has an iPad app to make collecting convenient.78CONCIERGEstorage13
  • 79. scenarioDNA connecting brands to culture|CHANGING SHOPPER HABITSUK Waitrose introduces welcome desks since customers use the store to collect online orders.79CONCIERGEconnecting online with offline13
  • 80. scenarioDNA connecting brands to culture|SELF-SERVICE KEEPS COSTS LOW, PEOPLE HAPPYLondon’s Thirsty Bear Pub uses Robobar’s iPad-based system to order and tap beer.80CONCIERGEself-serve13
  • 81. scenarioDNA connecting brands to culture|Thank you.81